“At 25, I had an epiphany that I’d be dead in 10 years unless I changed” p56
Rebel Wilson
“Processing emotions allowed me to pursue healthy behaviours” p52
is recalibrating industry value propositions p38
is about to open its 700th studio p22
Bookings for the globally trending workout were up 92% in 2023*. The roots of Joseph Pilates’ original programme – a workout that could address the bad habits of modern life – are as relevant to today’s members as they were back then. Consumers are increasingly motivated to work out for intrinsic reasons, seeking movement that enhances their wellbeing and helps them live long and healthy lives.
So how can clubs capitalise on this trend to beat the boutiques and bring in new members?
LES MILLS PILATES™ is a brand-new workout
It’s Pilates Reimagined
blending the best of the old, with the best of new. Bring the world’s hottest trend to your studio with a workout featuring unique music, beautiful choreography, and supportive coaching to offer members an unforgettable experience.
Requiring nothing more than a mat, LES MILLS PILATES is easy to launch and can be delivered in any type of studio, without the need for expensive fit-outs and equipment. 55% of Gen Z are already taking part in Pilates - are you ready to win the next generation of club member with the workout they love?**
TSaving the future
Research published in The Lancet has found young people in the grip of a mental health crisis dubbed the ‘most serious global public health problem’. Our sectors must take action
he young people of the world are in trouble and need adults to step up to deliver effective change. New insight from The Lancet Psychiatry Commission on Youth Mental Health has found a ‘dangerous’ and ‘alarming’ surge in mental ill health globally among the young.
Lead researcher, psychiatrist prof Patrick McGorry, said “This is the most serious public health problem we’ve got globally and if this rapid deterioration in health was to be happening in any other health area, such as diabetes or cancer, there would be dramatic actions taken by governments.”
The report found that while 45 per cent of total ‘disease burden’ globally in people aged 10-24 yearsof-age relates to mental health, only 2 per cent of healthcare budgets are allocated to mental healthcare in this age band and in low- and middle- income countries, this unmet need is nearer 100 per cent.
Researchers highlighted intergenerational unfairness in political policy as a major contributor to the crisis and Dr Paul Denborough, clinical director of headspace in Australia described The Lancet paper as “spot on, saying “Young people are aware of intergenerational unfairness in policies – they’re saying; ‘You older people don’t give a shit about us’”.
The report says “there’s much less security and hope for the future surrounding the current generation than ever before. The challenges today’s young people face are unprecedented and devastating.”
Corrosive social media exposure, war and political instability, climate change, early access to adult content online, job insecurity and out-of-reach house prices make some young people fear for their future and are driving these catastrophic outcomes. These are also the generations that will be called on to support the rapidly ageing populations of the world and sort out climate change, so we’re handing them a toxic load.
There’s much our industries can do to support young people in practical ways, by creating good jobs for them,
Researchers found inter-general unfairness in political policy is a major contributor to the crisis
treating them with compassion, paying them fairly and by giving them purpose and confidence in their work.
We must also commit to outreach and educational programmes that teach them about the power of healthy habits to create a strong foundation for a happy and purposeful life and when they become customers we must be aware of the mental health challenges they may be facing and do everything we can to support them to stay well in body and mind.
If nothing is done, we’ll see a generational collapse, so now is the time to act to drive positive change.
Liz Terry, editor
lizterry@leisuremedia.com
Young people feel adults don’t care about their future
PHOTO: SHUTTERSTOCK/ MARGARITA YOUNG
CONTENTS
Uniting the world of fitness
90 Language can be transformational
05 Editor’s letter
The Lancet Psychiatry Commission on youth mental health has identified an ‘alarming and ‘dangerous’ mental health crisis. The sector must act, says Liz Terry
12 Letters
Liz Clark outlines the H&FA’s response to GLP-1 medication, Cliff Collins responds on defibrillators and David Goldblatt untangles investment policy
16 HCM people
Luuk Melisse
The co-founder of Sanctum talks about inspiration and going global with the unique, spiritual workout that originated in Amsterdam
22 HCM people
Stephen P Smith
We talk to the founder of Hotworx about bringing holistic workouts to the infra-red sauna environment, and his plans to expand the concept globally
26 HCM people
Richard North
The global franchise director of United Fitness Brands outlines the company’s plans to launch into the franchise market
30 HCM news
Fitness First launches a premium membership, Equinox puts Blink Fitness into Chapter 11 while looking for a buyer and Peloton partners with Google
38 Interview
Eric Falardeau
The sector has huge room to grow, the McKinsey global lead tells Kate Cracknell
46 Everyone’s talking about
Trauma release
Unacknowledged trauma can make it hard to make lifestyle changes finds Kath Hudson
52 Rebel Wilson
“Processing emotions allowed me to pursue healthy behaviours,” says the star
56 Life Lessons
Jonathan Fisher
A serious health challenge in his 20s led the industry veteran to seek a new way of living
60 Data driven
With gym-goers now able to track and analyse every part of their fitness journey, we look at how this impacts outcomes
70 Alliance for wellbeing
Malcolm McPhail on how North Ayrshire is revolutionising community wellbeing
80 Stronger than ever
Steph Eaves asks suppliers how the increased interest in strength training is changing the focus of their business
90 The power of words
Dr Cedric Bryant considers how the industry can best use language to broaden its reach
94 Product innovations
Steph Eaves rounds up the latest health, fitness and wellness kit from leading suppliers
96 Reader services HCM Directory
If you’re in procurement, HCM Directory is part of a network of resources designed for you that includes www.HCMmag.com/CompanyProfiles
98 Research Switching off ageing
Researchers from Imperial College in London have identified a redundant gene that causes ageing and switched it off
05 The HFA is stepping up on weight loss drugs
16 Luuk Melisse
PHOTO: HOTWORX PHOTO:
38 McKinsey’s Eric Falardeau
52 Rebel Wilson
46 The power of trauma release
www.HCMmag.com
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Head of news Kath Hudson
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Magali Robathan
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Anti-slip rubber floor coverings in functional training areas.
Impact resistant tiles in free weights areas.
Durable synthetic turf in indoor or outdoor settings.
Seamless polyurethane surfaces in a multitude of colours.
Sports court, and customisable, line markings.
24 OCTOBER
2024
Queen Elizabeth II Conference Centre, London
NEW GLOBAL EVENT
Fitness, health, wellness
Excitement is building for the new all-keynote HCM Summit from Leisure Media, HCM magazine and Spa Business magazine.
The event will bring together a powerful lineup of speakers and contributors from across the industry to share creative insights and experience, with a focus on business success and innovation.
You’ll go away inspired and informed, with ideas to implement in your own professional life, as well as valuable contacts and access to best practice to drive your success as we head into 2025.
In addition to the summit talks, a carefully curated exhibition will showcase the latest innovations, while summit networking events, including the After Party, hosted by Les Mills, will give the opportunity to connect, make new contacts and do businesses.
All this, along with product sampling, book signings and activations will make the summit a powerful new event for the sector.
Platinum Partner
Summit After Party hosted by
Fahad Alhagbani CEO, Armah Sports
Will Orr CEO, The
Dean Kowarski Group CEO, Virgin Active and Kauai
Colin Waggett CEO, Third Space
Falardeau Partner, McKinsey
MEET THE SPEAKERS
Pieterjan (PJ) Nuitten MD, Jims Fitness
Oliver Patrick Co-founder, Future Practice
Emlyn Brown Senior VP Wellbeing, Strategy Design & Development, Accor
Eric
Justin Musgrove CEO, Fitness First UK
Baz Moffat Founder, The Well HQ
Phillip Mills Founder, Les Mills
Gym Group
Belinda Steward CEO, Places Leisure
Jonny Wilkinson Founder, One Living
Keith Burnet CEO, Alchemist & Adventurer
Liz Terry Editor, HCM Magazine
HCM Forum
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you. Write to forum@leisuremedia.com
Operators should be reviewing their safety management procedures to ensure they meet the European Standard for Fitness Clubs
Making defibrillators available is best practice – and the right thing to do
Cliff Collins, convenor of working group two, CEN 136, European Committee for Standardization
Congratulations to PureGym for its initiative in partnering with the British Heart Foundation to enable all its in-club automated external defibrillators (AEDs) to be connected to The Circuit (www.hcmmag.com/PGdefib).
While it’s true there’s no UK legislation requiring the fitting of AEDs in health clubs, the European Standard for Fitness Clubs (EN17229) requires an AED to be ‘accessible’. This can mean, for example, within a short distance of the club in a shopping centre, or town centre where an AED is in place.
The requirements of the European Standard for Fitness Clubs automatically apply fully in the UK to just about every fitness facility and conformity inspections are currently being carried out through the FITcert Scheme (www.HCMmag.com/FITcert).
Operators such as The Gym Group and David Lloyd who are already certified through FITcert also have AEDs installed in their clubs. Through FITcert they also prove they have excellent detection, alerting and intervention procedures in place in the event of a life-
threatening medical emergency, such as a sudden cardiac arrest.
Operators should be reviewing their safety management and operational policy and procedures to ensure they meet the requirements of the standard. It’s not only best practice – with all the benefits this brings in the eyes of the law – it’s also the right thing to do for members, equipping staff to act positively in an emergency and signalling real care for the wellbeing of staff and customers. More: www.fitcert.eu
Install a defibrillator: www.hcmmag.com/defibrillator
Cliff Collins
PHOTO: SHUTTERSTOCK/RBLFMR
We’ve been at the leading edge of advocacy to US government officials about what we view as a responsible and practical way forward for GLP-1 medication
It’s
estimated that more than 350 million Americans will be on GLP-1 drugs within a decade
The industry must lead in advocating for GLP-1 policies
Liz
Responding to your editor’s letter about the challenges and opportunities presented by GLP-1 weight loss drugs (HCM issue 6 2024 www.hcmmag.com/GLP-1threat), The Health and Fitness Association, like so many in the medical and fitness sectors, recognises the potential for GLP-1 drugs for weight loss –both for individuals and in terms of improving overall public health.
But, the devil is in the details. That’s why we’ve been at the leading edge of advocacy to US government officials about what we view as a responsible and practical way forward.
The association has been supporting legislation, raising its voice in hearings and testimony, and building support and raising awareness within the industry.
In particular, we support extending Medicare coverage
– federally-funded healthcare for older Americans – for these drugs because they can help address chronic conditions such as diabetes and cardiovascular disease, in addition to obesity.
Our message to US government officials has been clear: the expansion of Medicare coverage for GLP-1 drugs is not an isolated solution, but is part of a broader, integrated approach to health and wellness. This move makes sense because the US Medicare programme – mainly through its supplemental coverage which serves millions of seniors –offers them reduced or no-cost physical activity programmes.
The health and fitness industry plays a crucial role in partnering with healthcare providers, fostering healthy habits and guiding exercise and resistance training to offset the
side effects of GLP-1 medications and maximise the positive benefits.
These medications are an innovative and positive tool in the toolbox, but as we know from so many other trends, a comprehensive approach that includes exercise is best. Industry groups and sector leaders should continue to raise awareness about the importance of their role as part of the solution.
Liz Clark
Clark, president and CEO, Health and Fitness Association (formerly IHRSA)
There’s absolutely no chance of transforming the activity rate without spending a lot more money, especially in poorer areas
Team GB was a triumph of public spending. Now can we please invest in everyone else?
David Goldblatt, author
In the early 20th century, the International Olympic Committee (IOC) refused to publish medals tables, considering them vulgar and a goad to competitive nationalism rather than the cooperative internationalism that the Games were meant to nurture. It heartily disapproved of the US press which invented them as part of its coverage of the 1908 London Games as a way of selling papers and tracking the US’s sporting ascent and Britain’s decline.
The IOC has since made its peace with the medals table and at each Games it is offered – especially for those at the top – as a measure of national prowess and power.
How then to read Team GB’s performance at Paris 2024, seventh in the table with 14 golds and 65 medals in total? By the first two criteria, this marks a decline from the highs of London 2012 (29 golds and third in the table) and Rio 2016 (27 golds and second in the table), though that this should appear disappointing is a measure of the transformation of UK elite sport since the Olympic nadir of Atlanta 1996 where the UK won just one gold medal and finished 36th in the rankings.
That said, the total number of medals won is about the same as recent Olympics and, given the small margins of elite competition, the UK could easily have finished higher up the table.
In this light, Paris 2024 is confirmation that the UK has, given its population size, sporting cultures and wealth – the main determinants of Olympic success – performed at least as well as it should; not overperforming like Australia (18 golds with a smaller population) but better than Italy or Germany or Canada.
Given where the UK ends up in most tables of international comparison these days, this is no mean feat.
The key reason for this is that for more than a quarter of a century the Treasury and the National Lottery have, though UK Sport, been directing about £100m a year to elite sport, with a ruthless allocation process focusing funds on potential medallists.
Of course, innovative cultures of coaching and development have also been pioneered in key sports such as cycling, but the money is the most important thing.
Sustained investment in community programmes would have huge economic benefits
Local authorities are spending half what they did on recreation 15 years ago
David Goldblatt
PHOTO:
DAVID GOLDBLATT/THE GUARDIAN
PHOTO: SPORT ENGLAND
Since the Olympics abandoned amateurism in 1992, success is all but impossible without access to high-level facilities, coaching and funding. Given that very few sports have a commercial form that can sustain a serious pool of elite athletes in full-time training (and the US model of college sport is not replicable here), state sinecures – as in many other nations – are the bedrock of British success. Has it been a good investment? Certainly, there has been a lot of excitement, entertainment, joy and pride; all of which is good. While the anti-migrant riots that raged alongside the Games have been fuelled by an ugly racist component, Team GB has been a celebration of our diversity. However, other longer-term public benefits are harder to discern.
Certainly levels of participation in sport and everyday physical activity –a central rationale for investing in elite sport – have not significantly risen alongside our Olympic successes. This was always a quixotic hope. Olympians are exceptional rather than the norm, their motivations and
practices quite different from much of the population. No amount of sport on television, and no amount of gold medal ceremonies, have been able to arrest the long-term decline in young people’s activity rates, the obesity crisis, or the sedentary nature of most of our lives.
Given that, if we want to take a positive message away from Paris 2024, it is that targeted public investment works. Yes, it matters how and where it’s spent, but whatever the patterns of causation, there is absolutely no chance of transforming the activity rate, and the mental and physical health of the nation, without spending a lot more money, especially in poorer areas.
Sport England, and its equivalents in Scotland, Wales and Northern Ireland, which are responsible for developing grassroots sport, are working with a budget of about £250m for the whole country; a figure so small, in terms of public expenditure, that it would otherwise only buy a single large hospital or a handful of fighter jets.
Local authorities responsible for leisure centres and community
sport have been devastated by 14 years of austerity and are closing swimming pools, selling off green spaces and spending less than half what they did on recreation a decade and a half ago.
In any reasonable model of public accounting, a sustained investment in the nation’s playing fields, sporting facilities, school sports, community programmes and, above all, staffing – in the billions rather than millions – and a similar level of investment in making walking and cycling the norm for urban transport, would be an immediate priority with huge and obvious health and economic benefits.
At a fraction of the cost, it would deliver better and more egalitarian outcomes than the £11bn we spend on the roads every year and – given the scale of sickness at work – deliver a greater boost to the nation’s productivity.
The UK’s Olympic athletic model may not get us off the sofa, but if we were to adopt its ambition, focus and scale up the funding, it might: and that would be an Olympic legacy without parallel. l
HCM people
The main goal of Sanctum is emotional release
Luuk Melisse
Co-founder, Sanctum
What’s the elevator pitch for Sanctum?
It’s a cathartic, spiritual mind/body experience where we combine ancient methods and philosophies and mix them with their modern equivalents.
We created a signature workout sequence, which is a combination of high intensity movement, Kundalini yoga, martial arts and the power of the mind and created a multi-sensory immersive experience around it.
Our workouts are delivered in unique locations all over the world, such as churches, ancient ruins and beaches. Everybody wears headphones and through those they’re hearing a rollercoaster of motivational music, soundscapes, poetry and wisdom. We also work with binaural beats and healing frequencies.
The spaces are filled with candles and the fragrance of sage smudge sticks, which are used in shamanic tribes to clean spaces – it smells delicious.
What’s the philosophy behind your approach
I call myself a gatherer not a creator, because I gathered multiple methods and philosophies and put them together in one signature sequence or framework, for which we have copyright.
Our guides use this Sanctum Framework, so although you’ll always see the same buildup of the class each will be different, as guides create their own theme by sharing personal, authentic stories.
We call our instructors guides because they don’t tell people what to do. They guide them through the experience and share tools, but in the end, each individual is the master of their own experience.
Melisse has created a copywritten Framework for Sanctum
Sanctum has become a safe space where people can laugh and cry and be themselves
Tell us about your instructors
I have a background in theatre and so we often have dancers and actors on our team.
This is because I can train people how to move, but the magic we seek comes from them being an inspiration and being gifted in storytelling and this makes the role ideal for people who’ve trained in the creative arts.
I created the Sanctum Academy to coach new guides, which is a three week intensive training programme and the main things we focus on are their core values and their presence and then we look at how they can create stories that will touch others. They need to be able to tell stories which are personal, but relatable and to be able to be vulnerable, but not too vulnerable. There’s a balance to be struck.
People don’t remember the number of squats they did, but they remember a personal story, or that advice about letting go. This is the magic of Sanctum, so we dive into areas such as spirituality, rather than what you see in a standard class where it’s all, “come on, let’s go!”
Music is a key part of Sanctum – tell us more We’ve created our own sonic branding with Myndstream – which is part of the company that does music for Stranger Things and Bridgerton. This sonic theme is used before and during our classes and online and makes us the world’s first movement class to incorporate its own unique sonic branding. We create classes where the storytelling, the music and the movement come together in one experience.
Classes take place in unusual venues, such as deconsecrated churches
What’s the science behind the headphones?
Berkeley University researched why people cry more on a plane when watching a movie with headphones than when they watch it on TV and found that when people listen through headphones, their brain perceives the sound as though it’s their own voice and identifies more closely with what’s being said and this heightens their emotions.
This means that when people are in my class I have a conversation with each of them inside their head. It doesn’t matter if I have two thousand people or ten in a class, we still have a one-on-one connection and their brain perceives it though it’s their own voice. That’s what makes it so intimate.
When it comes to delivering a multi sensory experience, sound is our most important element and when we started there was no system that suited our needs, so we created our own. It fits inside a small suitcase so we can take it on planes as hand luggage.
What’s special about Sanctum’s approach?
The goal is to alter body frequencies and we believe people experience by doing, so we don’t over-explain.
We do a lot of Kundalini heart openers, for example, which activate energy centres in the body, but we don’t explain this during the class, because we want to make the experience approachable for everybody – even those who might be intimidated by Kundalini yoga.
That also applies to the sound. For example, tomorrow I’m doing a class around love and my intro talk will be accompanied by a soundscape at 528 Hz, which is the frequency of love.
If we speak about love, play the frequency of love and add heart openers to it – so people place their hands on their heart and feel it beating – these things connect.
This gives you an example of how we bring elements together around an important theme to activate people, but we don’t want to explain it too much, it’s part of the magic that they can find it for themselves.
We started Sanctum as a mindful fitness class, but it’s grown more communal as it’s become clear how important the community aspect is
Everything is energy, so if the energy is right and if everything fits well, it has the desired impact.
Tell us your personal story
I used to be a dancer, my mum was very spiritual and my dad is a business guy, so I brought all those elements together and eight years ago I started to travel the world to acquire more knowledge of spirituality and different philosophies.
I enjoyed discovering practices and beliefs that are thousands of years old, such as Kundalini yoga and Qigong, that work with energy within the body and I began to weave these into a new modality. Doing it I felt the release that I had as a dancer, because we use our body as a vessel to express ourselves.
I started Sanctum as a mindful fitness concept, however, I now realise it’s more a ritual. It’s also grown more communal as it became clear from customer feedback how important the community aspect is.
We live in a world with more than seven billion people, yet loneliness is one of our biggest diseases. Sanctum has, very organically, become a safe space and when people put their headphones on, they’re in a place where they can laugh and cry and be themselves, but with each other.
Human beings find collective experience so powerful and that’s one of the main pillars of Sanctum.
Where are you located?
We started in Amsterdam and host daily classes in the most beautiful churches and other spiritual spaces.
We launched in London this year and host classes in South Kensington, Shoreditch and Bayswater.
The US is very much on our radar for 2025 and soon we’ll start planting seeds there and creating a buzz with invite-only events for the media.
The rest of Europe is also in our sights – we want to grow mindfully and make sure the quality is high.
What rates do you charge?
In London £40 a class and in Amsterdam €25 –it’s a different market and very competitive. We want more people to be able to experience it, so we don’t want to make it too expensive. Our private retreats are more high-end, but it’s important to have that balance: we want to be working in all parts of society and not making it too elitist.
Melisse started Sanctum with partner Gabriel Olszewski
PHOTO:
We want to show that mindfulness can be fun and not always serious and that you can laugh and celebrate your imperfections
Large-scale events called Frequency Festivals are rolling out in global cities
Tell
us about the retreats
We work with hotels and resorts to create three or four night retreats which have daily Sanctum experiences at their core.
We focus on nature and use the story of the place in the class, so we might do them on a beach in Ibiza or in the ruins of Rome where we create classes based around the Roman gods.
We partner with holistic experts to deliver wellbeing with an edge – for example, we might do a cacao ceremony, or instead of using an acoustic DJ, collaborate with a DJ who creates music from tapping into the electrical impulses in plants.
We also work with experts in energy and integration, such as breathwork and sound healing. We curate the whole programme for these retreats and the social elements are important – people come to meet new and like-minded people, so we have dancing parties, so they can dance together.
We really believe in the power of joy and joyful healing and want to show that mindfulness can be fun and not always serious and that you can laugh and celebrate your imperfections.
We also want to enable people to find stillness, so organise things such as journaling workshops where they can learn how to journal their thoughts. Fundamentally, it’s a holistic approach.
When we create a retreat, we want to take people through all the spectrums – high energy, low. energy, going within themselves and reaching out to others.
Where can people experience the retreats?
In Europe at Six Senses Ibiza and Six Senses Crans Montana where we’ll be doing a retreat from 3-6 October this year. We’re taking part in the Soneva Soul Festival in the Maldives from 9-13 October and we have a partnership with Auberge Resorts, with four retreats being delivered in the US in 2024.
What does it cost?
It depends on the property, but as a guide, it will be €3,500 and €5,000 for four days.
You’re also doing mega events…
Our biggest event concept – called the Frequency Festival – sees 2,000 people taking part over a two and a half hour period, so the energy is off the charts.
The next of these festivals will be in the Olympic Stadium in Amsterdam on 21 September and there’ll also be one in London on 16 November at The Beams (www.thebeamslondon.com).
What are your dreams for the business?
We want to make Sanctum a global movement to help people get in touch with themselves and others in order to live their best life and make the right choices. We really need this in the world right now. We need more love and connection.
Often when I leave a fitness class in a gym, I leave stressed because it’s about the ‘beach body’, it’s about ‘bigger biceps’ and it’s very aggressive and that is what we really didn’t want to do when we were creating Sanctum.
We never focus on bigger biceps or the number of calories burned – even though it’s considerable – our focus goes deeper into how people feel.
I think we’re a part of a movement and you’ll start to see big changes in this regard – there will be more studios and clubs heading in a more mindful direction, such as The Class from Taryn Toomey (www.theclass. com) in New York, and Kinergy (www.kinrgy.com).
In The Netherlands, there are already some classes that are trying to do the same as we do, which is a compliment – we’re focusing on our own innovation rather than fighting them in court.
We’re a disrupter and we’re always trying to work out how we can create something different. l
Sage smudging adds another dimension to classes
We have 673 Hotworx locations and should reach 700 by September
Stephen P Smith
Founder, Hotworx
Tell us about Hotworx
We offer 24/7 workouts in an infra-red sauna for up to three people. The saunas are designed for the heaters to be close enough to the client for them to get infrared energy absorption.
Led by a virtual instructor, the 30-minute classes include a choice of rowing, cycling and other isometric and HIIT workouts, as well as yoga, Pilates and barre. We encourage all our clients to try everything to keep interest high and train all the muscles in different ways to become holistically stronger.
The studios also have a resistance training area that’s not heated, called the FX Zone, with a range of equipment such as dumbbells, benches, resistance straps, Bosu Balls, kettlebells and battle ropes.
We’re a tech-forward fitness company and own all our own software, email marketing platform and CRM. We also have a patent and developed our own app and choreograph all the workouts based on solid training principles.
How did the idea come about?
The concept came to me on a holiday to Jamaica in 2014. I was talking to a friend about my journey with Bikram yoga and he said I should do yoga in a sauna. It was a lightbulb moment and when I got home I started work to develop the business.
There were a lot of moving parts that had to come together on the software and the mechanical
Hotworx started as hot yoga and is female-centric as a result, although men are welcomed
side, as well as manufacturing a newly-designed technology. It took us about nine months from having the idea to taking the first prototype to market.
When did the first site open?
We opened the first location in Oxford, Mississippi in 2017. The first few sites were in independent spas and our own Planet Beach franchise, but it was an instant hit so I soon made the decision that it needed to be its own business. Now all the sites are standalone and are typically 2,000 square feet, in locations such as shopping centres.
We now have 673 locations and should reach 700 locations by September this year. Only five are corporately managed, the rest are franchises.
Our first overseas location is in Galway, Ireland. We’re currently in talks with a group that wants to take the concept to the UK and Germany, so I expect we’ll have traction in Europe in the coming years.
How much did the pandemic get in the way of the rollout?
During the lockdowns we didn’t reduce our advertising, we just changed the messaging to a more sympathetic tone and invited folks to get on the waiting lists and sign up for discounts once we opened.
That worked like a charm. When we opened up we had a flood of clients and then we had the good fortune of being the COVID ‘place to go’ because we could reduce the number of clients down to only one person, then we went up to two with social distancing. Because we own our software we can turn it on a dime like this to adjust numbers and the clients loved it because they had the heat and heat in theory was not good for the COVID virus.
How much does a session cost?
You can pay per session, pay for multiple sessions on one day or pay for an entire year
Six+ modalities are on offer, including cycling and HIIT
We want to develop into all the markets and neighbourhoods in the US, right down to places with a population of 10,000
all up front. However, 95 per cent of our customers get on the monthly plan for US$59 for unlimited sessions at a single location. For US$79 a month they can use any location.
What’s the science behind it?
Let me shamelessly plug my book, Hot Exercise , which collates all the science on heated exercise – specifically infra-red light exposure – that’s available from scientific medical journals. In a nutshell, the infra-red creates heat, speeding up the metabolism while you’re exercising. It also dilates the capillaries, so you’re increasing the supply of oxygen. By virtue of that process you’re accelerating wound healing and potentially decreasing inflammation, depending on other health indicators. It’s extremely beneficial for most people.
Who are your customers?
We build our messaging around women in their 30s and we’re able to create a massive ripple effect from that messaging which draws in a wider
audience. About 17 per cent of our members are guys. We welcome them into our studios as well, but since it’s a business that began out of hot yoga, it appeals mainly to females.
Tell us about your growth plans
We have a very disciplined strategy and want to develop into all of the markets and neighbourhoods in the US. Our rule of thumb in the US and Canada is one location for every 100,000 people. Planet Fitness stated in its annual report this year that it believes it can have 5,000 sites in the United States, which is one location for every 70,000 people. So we feel that our aspiration to have one location for every 100,000 people is very reasonable and a solid move forward.
I’ve identified about 2,300 small towns in the United States with a population of 10,000 to 50,000 where I believe the concept can work. We have one franchise owner in Seminole, Texas who runs a profitable business in a town of 7,000, proving it can work in an area with a low density population. l More: www.hotworx.net
United Fitness Brands is getting into franchising Richard North
Global
franchise director, United Fitness Brands
You’ve changed roles from CEO to be in charge of global growth. Tell us what’s happening.
We’re gearing up to launch into franchising this month (August 2024) and will be aiming to open 150 locations globally in the next five years. My new role is focused on developing this franchise business with a global remit.
What’s the plan?
We’re planning to franchise all the UFB brands in phases. We’ll start with our Barrecore, Reformcore and Triyoga brands and then phase two will be to franchise Kobox and Boom Cycle.
In addition to the successful launch of Reformcore in January 2024, we’re in the process of rebranding Barrecore to attract a wider market and appeal to the growing Gen Z demographic.
Boom Cycle is also adapting its programming to attract a wider audience. We’re retaining the Original Boom Cycle ‘party on a bike’ format and making additions of performance and endurance programming. Last month we launched Reformcore at the Battersea Power Station development, bringing the brand to five studios (www.reformcore.com).
North joined UFB as CEO before moving to launch the global franchising business
PHOTO: UNITED FITNESS BRANDS
How have preparations been going for the franchise launch?
We intend to actively discuss the opportunity from August and people will be able to enquire via our website.
We already have two franchisees that have been part of UFB and this has enabled us to test the proof of concept successfully. Both operate Barrecore and Reformcore.
We’ve already had expressions of interest from across EMEA, simply from people who know the brands.
What’s your experience in franchising?
My background in franchising started at Anytime Fitness when the company had a handful of studios open. I was a member of the team focused on recruiting franchisees to support growth.
In 2017 I launched and led Skinsmiths to open nine clinics in seven months and I was also European head of franchise for Getir following a successful UK rollout, which again was rapid growth.
We’re aiming to open 150 franchised United Fitness Brands locations in the next five years
What’s the geographic reach of the franchising business?
We’re looking for developer franchisees in global markets, as well as individuals in the UK who are passionate about making a positive impact on people’s health, fitness and wellbeing.
What will the cost be?
The franchises will be priced at between £250,000 and £450,000 with a capital return on investment in two-and-a-half to three years, depending on the brand and how many studios the franchisee takes. This rate will apply to the three launch brands and then we’ll review how things are going before confirming pricing for phase two.
What kinds of locations are you targeting?
For the UK our preference is to open in the commuter belt first. l
United Fitness Brands spans cycling, barre, pilates, yoga and boxing
PHOTO: UNITED FITNESS BRANDS
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Fitness First reveals new premium membership
Fitness First UK has created a premium membership offering by deploying HealthHero’s full suite of services, giving access to GPs, physios, dietitians and mental health counsellors.
The operator is the first to launch all four of HealthHero’s services as part of its new membership category, reinventing what the typical gym membership includes.
Justin Musgrove, CEO at Fitness First, says: “We’ve talked for a long time about the fitness industry stepping up and doing more to
Members can access support typically reserved for private healthcare
Fitness First UK will be offering access to medical services from September support the holistic health of its members and we feel our new premium membership does just this.
“By adding the full suite of HealthHero’s services, we feel we’re creating an accessible route for our members to access support that’s typically reserved for expensive private healthcare cover.”
The new membership launches on 2 September and will be available for a £10 supplementary fee each month, with no contractual commitment.
Members will be able to book remote appointments between 8.00am and 10.00pm, 364 days a year.
More: http://lei.sr/c2T7V_H
Saudi-based IN2 Fitness ramps up growth
IN2 Fitness currently has 50 sites in Saudi Arabia and aspires to become a significant force in the Middle East.
Five gyms have opened in the last month, four more will open by the end of October and a further 14 are in the pre-launch phase.
John Foy – previously at PureGym Middle East – has recently been appointed operations director and tasked with developing the team to ensure they’re ready to take on bigger roles as the chain expands.
“IN2 Fitness is the fastest-growing high-value gym chain in the region, something we’re incredibly proud of, especially considering we’re just over three years old,” says Foy.
Clubs have around 300 pieces of fitness equipment, workout areas, boxing rigs, calisthenic rigs, Les Mills
The fitness penetration rate in Saudi Arabia is 4 per cent and it’s developing rapidly John Foy
group classes and virtual screens. Around half are women-only.
Owned by Kun Sports, IN2 Fitness was previously called B-IT, but changed its name following a successful legal challenge for passing-off by Armah Sports in defence of its brand, B_FIT.
More: http://lei.sr/8z4F8_H
Justin Musgrove
IN2 Fitness has grown to 50 sites in three years and plans further expansion
Planet Fitness exceeded expectations in Q2
Planet Fitness has exceeded expectations with its Q2 results with revenues rising by 5.1 per cent on the previous year, to US$300 million, beating the forecasts of US$290 million.
System-wide sales increased to US$1.2 billion from US$1.1 billion in the prior year period and system-wide same store sales growth was 4.2 per cent.
CEO Colleen Keating, who joined in June, says global growth is top of the agenda: “As we enter our next chapter, we’re committed to further defining our growth ambition and capitalising on the meaningful opportunities across the industry, both in the US and internationally,” she said. The company is eyeing new markets, having recently entered Spain.
I’m confident in our potential for long-term growth and ability to deliver shareholder value
Colleen
Keating
Keating said the focus will be on “maintaining a steadfast focus on delivering an unparalleled member experience, evolving our brand messaging and operating under the principle that when our franchisees win, we win.”
More: http://lei.sr/Y5d6x_H
Xponential Fitness losses impact forecasts
Xponential Fitness posted a net loss of U$13.7 million for Q2 2024, following the US$4.4 million loss it posted in Q1 this year.
The company’s full year guidance has also been adjusted in the first set of results since Mark King took over as CEO from Anthony Geisler.
The boutique franchisor reported that it sold 87 franchise licences in the second quarter and that 108 new studios opened. The number of openings in 2024 has been downgraded to between 500 and
Every company I’ve led has had a model that can generate significant cash with some fine tuning
520, versus the previously predicted 540 to 560 and rather than looking for further acquisitions, it will now focus on its existing portfolio.
King reported that Xponential is still growing rapidly and is confident about its growth trajectory, commenting: “Every company I’ve led has had strong, growing brands, passionate stakeholders and scalable
teams with models that are poised to generate significant cash with some fine tuning. I see the exact same things at Xponential”.
The full-year revenue guidance is between US$300 to 310 million, compared with a previous guidance of US$340 to 350 million.
More: http://lei.sr/P2E2n_H
Mark King
Planet Fitness is focused on expansion
The brand has been under pressure due to impending legal action
Equinox puts Blink Fitness into Chapter 11
Blink Fitness, the affordable fitness brand founded in 2011 and owned by Equinox Holdings, has filed for Chapter 11 bankruptcy, owing around US$400 million. Its assets are reported to be US$100 million and liabilities US$500 million and the business will now be put up for sale.
The decision comes despite the company saying it expects 2024 to be its best year in five years and reporting continuous improvement in its financial performance over the past two years, with revenue
The board determined that effectuating a sale of the business is the best path forward
Guy Harkless
Blink Fitness is now up for sale, following its move into Chapter 11
increasing by almost 40 per cent, indicating the scale of the challenge.
Guy Harkless, president and CEO of Blink Fitness, said: “After evaluating our options, the board and management team determined that using the court-supervised process to effectuate a sale of the business is the best path forward for Blink...
we look forward to emerging from this process as a stronger business.”
Blink is planning to stay operational and continue to work on its recently announced initiatives to reinvigorate its most popular gyms and elevate the member experience.
More: http://lei.sr/y6v6b_H
Everyone Active snaps up major contract
Everyone Active will take over the operation of Sheffield’s sports and leisure venues from 1 January 2025 – including three centres of excellence – for 15.25 years.
The contract includes the English Institute of Sport (EIS), one of England’s seven high performance centres that cater for elite athletes. It’s home to several National Governing Bodies and sporting organisations, as well as community gym and indoor athletics facilities.
Ponds Forge International Sports Centre is part of the contract too. It is one of only a dozen Olympic swimming pools in the UK and has Europe’s deepest diving pool.
Everyone Active will also take over the operation of IceSheffield, a centre of excellence for figure
Our experience of managing elite facilities means we’re well-placed to continue Sheffield’s legacy
David Bibby
skating, ice dance and hockey and one of only two facilities in the UK that has two Olympic-sized ice pads.
This increases Everyone Active’s portfolio to 240 facilities – which also includes another iconic swimming pool, the London Aquatics Centre.
More: http://lei.sr/V2x2k_H
Ponds Forge will be run by Everyone Active from January 2025
Crunch Fitness celebrates 35th anniversary
The president of Crunch Fitness, Chequan Lewis, says the company is accelerating its growth plans as it celebrates its 35th anniversary.
Crunch has 460 sites and is aiming to get to 500 by the end of this year and 600 by the end of 2025.
Lewis, former chief operating officer at Pizza Hut, joined the company in February as president to develop growth strategies, improve performance and elevate the brand.
CEO Jim Rowley said Lewis brings a wealth of experience, saying: “We believe Chequan’s strategic mindset and proven track record will continue to lift Crunch to new heights.”
The company has locations in 41 US states, the District of Columbia, Australia, Canada, Costa Rica, Portugal, Puerto Rico and Spain and
The team is looking to plant the Crunch flag outside the US
is heading towards three million members. Lewis told Commercial Observer the team is “looking at planting the flag outside the US”.
The brand signalled plans to ramp up development with the appointment of franchise expert John Kersh in May.
More: http://lei.sr/N8C9j_H
GymNation to create landmark club in Dubai
UAE fitness chain GymNation has acquired a Fitness First club in Dubai, to merge with one of its existing properties and create a 55,000sq ft club over two floors.
This involved the company acquiring the remainder of the floor it currently occupies with its Motor City gym, as well as the floor above, which is home to the Fitness First gym.
Upwards of AED 70 million (€17.4 million, £15 million, US$19 million) will be invested in merging the spaces, with improvements including a larger gym,
We want to provide members with access to truly world-class facilities
has new funding and 12 more clubs in the fit-out stages
the addition of studios for Reformer Pilates, boxing and wellness, as well as HIIT workout, Blitz Boutique. Also included will be a recovery facility comprising a sauna, ice baths, sports massage and assisted stretching. When complete, the club will also include Dubai’s first indoor uphill running track and a dedicated Hyrox Performance Centre.
Loren Holland, founder and CEO of GymNation says: “GymNation Motor City is one of our bestperforming locations, but we’re capacity-constrained to meet the demand, so this is a great move for the business, our members and the wider community.
More: http://lei.sr/3t4y7_H
Jim Rowley
Loren Holland
PHOTO: CRUNCH
PHOTO:
PHOTO:
Crunch offers a fun, inclusive workout
GymNation
Foundry secures investment to drive growth
London-based operator Foundry has completed its third round of investment as it prepares for expansion, with plans to grow its estate through both acquisitions and new site developments.
Offering small group personal training every hour, on the hour, Foundry prides itself on offering an inclusive and results-driven approach and says it actively welcomes those who don’t consider themselves gym people.
Foundry aims to offer a results-driven, inclusive concept
With five sites across London, Foundry has two more clubs in the pipeline, including its first beyond the capital – a profitable existing site in a commuter town, which is being rebranded.
A second new site in the heart of the City of London, Foundry Algate, is also set to open soon.
Private equity heavyweight Rob Foreman has joined as an investor and will lead the board as chair.
Co-founder and MD Jean-Claude Vacassin says: “We set out to reinvent what it means to be a gym and this mission remains our guiding principle.”
More: http://lei.sr/C8Q4U_H
Freedom Leisure takes over trust 1610
Freedom Leisure has merged with 1610, a not-for-profit trust based in the west of England.
Although well-established and viable, 1610 is a small trust that will realise many benefits from being absorbed by a bigger player and following an independent review of its charitable functions, the organisation sought out Freedom Leisure as a partner.
Freedom Leisure manages more than 120 facilities, including gyms, group exercise studios and wellness facilities within its portfolio.
1610 will become a wholly-owned subsidiary of Freedom Leisure, which will give its teams access to more support and resources. It will keep the same staff and continue to trade in its own right, managing four leisure centres: Chard Fitness
We look forward to sharing our experience, best practice and economies of scale
Ivan Horsfall Turner
and Wellbeing, Dorchester Sports Centre, Robert Blake Leisure and Trinity Sports and Leisure.
Ivan Horsfall Turner, Freedom Leisure CEO, said: “We look forward to sharing best practice and providing 1610 with improved economies of scale.”
More: http://lei.sr/j9N5m_H
We set out to reinvent what it means to be a gym
Jean-Claude Vacassin
PHOTO: FREEDOM LEISURE
PHOTO:
PHOTO: FOUNDRY
Ricky Hayes, CEO 1610 (left) with Matt Wickham, COO Freedom Leisure
LeisureDB dives into the UK swimming sector
Swimming pools need to be repositioned so they’re prized assets rather than considered a drain on budgets, says LeisureDB founder, David Minton.
Introducing LeisureDB’s State of the UK Swimming Industry Report 2024, Minton says: “We must challenge ourselves to review how we position pools so they cease to be viewed as a drain on the budget and instead are prized for the value they bring to communities.”
Swimming pools are closing slightly faster than they’re opening, with 1.8 per cent less in 2024 than 2023, across both the public and private sector through a combination of closures, the rationalisation of estates following investment and the subsequent retiring of older facilities.
Swimming and water-based sports are clear contributors to health and wellbeing
The demand for swimming is strong, says Minton, referencing Nuffield Health – the largest private sector pool operator – which says adults who take swimming lessons retain their gym memberships longer.
● See a full report in the next HCM.
More: http://lei.sr/s7p6Q_H
The industry must change its focus to promoting swimming for health
Fitness-related activities growing fastest
The latest Moving Communities Impact Report from Sport England includes two full years’ of operational data about public sector sport and physical activity from April 2022 to March 2024.
Moving Communities started in 2021 to monitor the impact of the UK government’s £100 million National Leisure Recovery Fund on public sector leisure and the new report reflects the largest sample size to date, with 563 public leisure sites across England supplying data on a regular basis.
The largest increase in the number of participants by type was found in fitness-related activities such as gym usage – which were up by 20 per cent.
The average number of participants using facilities increased by 7 per cent and there are a growing number of users from the most deprived areas of the country – up by 9 per cent.
This is despite 52 per cent of these users reporting that rises in living costs have impacted their ability to stay active.
The gender split was 52 per cent female and 48 per cent male. The biggest cohort using facilities are one- to 15-year-olds (32 per cent) reflecting the contribution of swimming lessons. Participation then falls steadily among people from their mid-forties onwards.
When it comes to frequency, 96 per cent of respondents said they intend to exercise at least
once a week at their leisure centre over the next six months.
Because of the rise in participation, total social value increased by £50 million between 2022 and 2024 to £890.6 million, an average of £119.38 per person. The total health savings were calculated at £146.3 million.
More: http://lei.sr/d8u2s_H
David Minton
PHOTO: LEISUREDB
Fitness activities at leisure centres are up by 20 per cent
Peloton and Google partner to deliver classes
Peloton and Google have announced a partnership which will give Google Fitbit Premium members access to a wide range of Peloton classes.
The multi-year partnership starts in early September in the US, UK, Canada and Australia and will allow premium members access to 10 Peloton modalities including strength, Pilates, running, boxing, cycling and barre. New content will be made available on an ongoing basis.
A smaller selection of Peloton classes will be available to Fitbit users
Peloton has announced a new collaboration with Google Fitbit
without a premium subscription, while Peloton members will receive special offers on Google Pixel Watches and Fitbit Charge 6 devices.
“We’re thrilled to bring Peloton’s classes and world-class instructors to Fitbit users and continue to establish Peloton as a one-stop shop for all types of fitness content,” said
Greg Hybl, senior vice president and general manager of Peloton For Business. “Together we share a commitment to making health and wellness more accessible, so we continue to ensure even more people can reach their fitness goals.”
More: http://lei.sr/a4A8J_H
David Beckham to co-found wellness brand
David Beckham has become a strategic investor in health sciences company Prenetics which pioneers scientific advancements in health.
The partners have co-founded a new health and wellness brand, IM8, which will be dedicated to creating cutting-edge consumer health products. It is likely the focus will be on innovations to impact the global health and longevity market.
Beckham says: “Throughout my life and career, I’ve been fortunate to have access to the best medical professionals, nutrition experts and fitness coaches. Their guidance has been crucial to my health and wellbeing. That’s why I’m excited to be working with Prenetics – a company that’s dedicated to innovative, worldleading scientific advancements in
health – as a co-founding partner and ambassador for IM8.”
Danny Yeung, CEO and co-founder of Prenetics, says this partnership is transformational for Prenetics global health innovation and wellness: “Working closely with David I’ve been inspired by his vision for accessible health. His passion and commitment are extraordinary. With IM8, we have a unique opportunity to contribute meaningfully to the consumer health and wellness industry.”
In the talks preceding the investment, Beckham spent time with Prenetics shareholder and scientist, Professor Dennis Lo, who pioneered non-invasive pre-natal testing. Lo is now working on multi-cancer early detection tech.
More: http://lei.sr/g3J6c_H
We share a commitment to making health and wellness more accessible
Greg Hybl
PHOTO:
BECKHAM
PHOTO: PELOTON
PHOTO: PELOTON
Beckham is on a mission to improve global health
EK Y NOTESPEAKER2024
Eric Falardeau from McKinsey will be a keynote speaker at the HCM Summit on 24 October in London. Find out more at www.HCMsummit.live
Fitness, health and wellness is one of today’s most dynamic consumer sectors, says McKinsey’s global fitness and wellness lead. He shares insights with Kate Cracknell
FALARDEAU ERIC
Tell us about your team at McKinsey. It’s very global. We have colleagues with fitness and wellness experience and expertise across continents. We also have colleagues with the most relevant functional expertise to the sector and in many cases, with past experience in fitness – for example, having worked in areas such as pricing and revenue management, artificial intelligence, innovation and product design.
What’s the scope of your work?
We conduct research – including our annual Future of Wellness report – covering the US, UK, Brazil, China and Germany. It monitors the evolution of how consumers interpret overall health and wellness – not just movement, but also beauty, sleep, rest, recovery and nutrition – and looks at how that’s changing, both in terms of attitudes and behaviours.
PHOTO: MCKINSEY/NEALHARDIEPHOTOGRAPHY
How embedded are you in the sector?
We do a lot of consultancy work for individual clients: there are a number of fitness chains that – faced with increased competition over the last 10 years – have felt on the back foot. They come to us to establish the best ways to respond to the rapid growth of competition – whether that be digital disruptors or operators launching new health club business models.
There’s a big question for a lot of these players, which is: how strong is my value proposition? Do I need to cut prices? Do I need to invest in my product?
This is where we can leverage our revenue management approach and our pricing and promotions expertise, because membership
can be immensely flexible – operators can choose what to include within different tiers.
We use a broader strategic lens to understand how consumers are making their choices, but the core of the work involves building a simulator that allows us to optimise membership tiers and pricing for that specific operator.
We then accompany each client through the execution of its new pricing strategy, because how you present the different options to members – whether digitally or through an in-club sales force, for example – has a huge impact on what consumers choose.
What other areas to you work in?
Another thing we do is deep dive into geospatial analytics, helping operators understand where they should open their next 15 clubs – or their next 100. We also do due diligence, establishing the inherent quality of an asset that someone’s potentially looking to buy.
The best experiences come from gyms that have empowered their teams to listen, help and build community
“We firmly believe there’s room in the sector for more than one proposition to win”, says Falardeau
Fitness is definitely not a commoditised category. For each consumer it’s their chosen solution to have their own moment to be healthy in their own way
Our teams are increasingly looking at AI – one of the biggest opportunities in the sector – to establish ways in which information can inform business decisions and how AI and digital touchpoints can be used to increasingly personalise the experience – one member at a time – and improve retention in a cost-efficient way or greatly improve marketing effectiveness. These are just a few examples, to give a flavour of the types of projects we work on, but every challenge demands a fresh approach.
What does your consumer insight tell you? When we talk to fitness consumers for our research and insight work, there’s a very clear recognition and understanding of there fundamentally being two tiers in the health club sector: firstly value propositions – relatively low prices with simpler offerings – and then premium options. They don’t see four or five tiers in the market as some operators do. However, there’s scope to expand this if operators can get their offering right – consumers will choose a brand based on the net total value of the experience that’s delivered to them, rather than price alone.
We see an interesting opportunity to differentiate at the lower end of the market. In the US, the Nordics, Turkey and increasingly in Spain, for example, there are already players coming in at a slightly higher price point – somewhere between the entry-price point propositions and the premium end and as fitness becomes such a core part of people’s lives and personal identities, operators are finding the space to charge a little more and give people more, by investing in the offering and the community. They’re not trying to do everything the premium operators are doing, but they’re leaning in to key trends for services that their
members are seeking and then delivering a lot of value by really excelling in these areas.
It’s a clear opportunity, because fitness is definitely not a commoditised category: for each individual consumer it’s their chosen solution to have their own moment, to be healthy in their own way – with their community or alone – with nuances in proposition and experience that identify it as being for people ‘like them’ and they’re willing to pay for such a personal choice and such an important moment.
So this is very far from the definition of a commodity and we firmly believe there’s room in the sector for more than one proposition to win.
How can investors and operators be sure about a value proposition?
In the world of discretionary offerings and increasingly competitive catchment areas, operators must earn being someone’s choice. If they offer an inferior value proposition – the same product, or at least with no discernible difference, for a higher price – of course they’ll have a difficult time winning.
Part of the beauty of this industry is people’s passion, their inclination to innovate and launch new things. But this means that sometimes value propositions and business models aren’t tested enough before they’re put out there. That, to me, is by far the biggest challenge for investors and the nature of the sector means it’s likely to remain so.
Business models and value propositions should be stress-tested. When businesses fail, it isn’t because fitness isn’t attractive. It’s more likely that the value proposition wasn’t strong enough, or perhaps it was too firmly anchored to a particular trend to be defendable in the long-term – this has happened quite a lot in the boutique segment.
Young people are embracing fitness and healthy lifestyles as part of their identity
When businesses fail, it isn’t because fitness isn’t attractive, it’s more likely the value proposition wasn’t defendable in the long-term
What are you seeing in the boutique market?
It’s the market segment that’s had the most tumultuous time over the last few years, but the relevance of the model is still strong. If every detail is delivered optimally, consumers still seek out boutiques and choose to pay for them, so they definitely have reason to exist –albeit the longevity of value propositions can be a challenge in such a competitive, trend-led sector. What’s changed, as we know, are people’s life patterns, with hybrid working impacting footfall at boutiques in city centre locations. Even looking forward, it seems hybrid working is here to stay for a large set of job types and this has important implications. Studios must continue to evolve their marketing strategies to meet this reality. They must also understand the implications of the scaling of aggregators, especially those that go through employers. As smaller businesses, boutiques have often needed a marketing partner and the aggregators have stepped into that role. But we’re asking how that plays out going forward?
Over the next 10 years, I see boutiques changing their models to gain a marketing advantage, either grouping up to engage consumers in different ways and harnessing a larger body of customer data – some players are already doing this – or finding better ways to partner with aggregators. Either way, marketing will become more and more important as a capability in these types of businesses. Understanding the path to the consumer will define the winners in the next 10 years.
What trends has your research identified?
The lines are now blurred between the different dimensions of wellness. From movement to recovery, wearables to nutrition, people don’t make one choice. They bring things together to enhance their outcomes. We talk about consumers having an omni-routine in which each individual crafts their own answer out of various health and wellness offerings. People also now understand that outcomes are multi-dimensional: that it’s about mental wellbeing as much as about physical results.
I’m not a fan of buzzwords, but ‘health is wealth’ is definitely one that resonates with what I see, both when we’re looking at the consumer data and when we’re talking to our operator clients.
People’s relationship with movement is also much healthier than it used to be. Gone are the days of fitness as a purely aesthetic pursuit. It’s now seen as part of a balanced, healthy lifestyle.
And there are notable opportunities for innovation. These result from big gaps between the degree to which things matter to people, and the degree to which current offerings meet those needs. Sleep and recovery are great examples –there’s definitely space there for innovation.
Personalisation is another interesting area. It relies on consumers being comfortable with sharing data and we’re seeing a lot more openness in this respect. People are recognising that their objectives, their bodies, their realities and routines
differ greatly from one individual to the next, so they understand the benefits of personalisation and they’re more happy to share data to get this.
Probably the thing that’s surprises me most, however, is the degree to which younger cohorts of consumers are really diving into all of this. Fitness isn’t just a thing they do. It’s part of their identity. We’re seeing this globally and it bodes very well for the sector.
Are operators responding to these trends? In aggregate they’re doing OK, but there’s still so much more that can be done to drive the industry forward.
We’re seeing a lot of operators looking at trends and asking if they represent new monetisation opportunities, so this is very positive – given the broader definition of wellness, for example, can they incorporate new ancillary services? But then you go into some health clubs and they feel sterile, intimidating and unwelcoming, so more change is needed.
AI is being used to customise the health club experience
PHOTO: SHUTTERSTOCK / DANIEL MEGIAS
Let’s do a comparison with Starbucks – not a perfect analogy, but a thought-provoking one.
Coffee as a category has undergone huge changes over the last few decades. It’s no longer about the rational delivery of a liquid that will give you heat and energy. It’s about being an experience and a moment that matters: one of the most important moments in the morning routine for many people.
As a result, it’s taken on new societal meaning and this has impacted the average price point.
This has happened because leaders, such as Starbucks, fully committed to the belief in being a third place and creating a differentiated offering with a range of options that delights consumers.
If Starbucks can do this, imagine what a health club could be like if operators really committed to creating a third place and harnessed all these learnings. How should a club be designed if it has this aspiration, rather than simply being a location where people find the weights they need to do their workouts? What should it feel like to enter a club that’s a welcoming place for ‘people like you’? How could every single thing in that club coherently reinforce that impression and feeling?
What Starbucks has achieved and the economic value it’s created from evolving the consumer net experience – all in a sector with far less opportunity to differentiate propositions than fitness – is incredible. This is what health club operators have the opportunity to do – create different value propositions within the sector to radically improve their business models and their ability to scale and increase prices in a way that consumers feel is fair.
Read the report: Future of Wellness www.hcmmag.com/futureofwellness24
What’s your advice when it comes to AI?
In the fitness sector, there’s an opportunity to become less ‘push, push, push’ and more ‘pull when you need me’.
AI is a key ingredient here, redefining what’s possible by using data to identify audiences at the precise moment they’re receptive, then personalising the message to focus on the exact elements of the offering they’ll be interested in.
In fact, leveraging information is one of the biggest opportunities for the sector generally. You get so many clues about how a person is feeling and what you can do to bring them back on track, presenting a huge opportunity to improve the experience through personalisation.
The market leaders are already moving from logical theory to the smart application of AI, one step at a time, but now the whole sector must commit to this. It’s going to be game-changing for both business and societal outcomes and it’s the thing I have my eye on most keenly.
Falardeau will be speaking at the HCM Summit
“Understanding the path to the consumer will define the winners in the next 10 years’” says Falardeau
Our teams look at AI to establish ways in which digital touchpoints can improve retention and personalise the experience, one member at a time
What other opportunities do you see?
The human component is really important; the best experiences come from gyms that have empowered their teams to listen, help and build community, but all too often that isn’t done. In so many gyms, you can almost see the ‘to do’ list on team members’ minds – all the other jobs they have to do besides talking to members. I don’t think the sector has done a great job of elevating what it means to be an employee.
It’s a challenge, but I also see it as one of the sector’s great opportunities – fostering the best possible teams at scale across all sizes of organisations.
I’ll go back to the Starbucks analogy. Don’t blame high staff turnover on instructors all being young. It used to be that Starbucks staff were just young people pouring coffee and saying goodbye, but now they’re baristas delivering a high-level of service.
There are plenty of opportunities to change staffing in the fitness sector too. When you talk to people about why they’re proud to work in the sector it always goes straight to social impact. At an individual level, they’re very conscious of it. It drives their
motivation and it’s one of the most beautiful things about having the chance to work in this market, but the small degree to which leaders lean into that narrative makes this a missed opportunity.
Preserve humility – it’s what will drive continued innovation and improvement – but be louder in your pride for what you dedicate yourself to every single day. Lean into it more meaningfully.
What motivates you personally?
Consulting is a fascinating profession – every day, I get to help fantastic companies and people achieve their objectives – and fitness and wellness in particular have always been a personal interest.
I then look at the business problems worth solving and see so much opportunity for the fitness sector to innovate – to better support people in living the active lives they wish they lived. It’s one of the most exciting current global challenges I could wish to partake in.
There are great tailwinds and so many opportunities. It makes this one of the most exciting consumer discretionary sectors to be a part of. l
“People’s bodies tell us stories about their identities and the ways they move through the world” says
Everyone’s talking about
TRAUMA RELEASE
Does underlying and often unacknowledged trauma make it difficult for people to make shifts in their behaviours to a more healthy lifestyle and is this something the industry could help with? Kath Hudson asks the experts
Around the world there’s been a sharp rise in mental illness, burnout, sleep issues and eating disorders since the pandemic. Many people who’d enjoyed good mental health prior to COVID reported their wellbeing levels had declined by the time we started pulling out of it.
It’s a consumer pain point: McKinsey’s 2024 Future of Wellness survey found 37 per cent of consumers want sleep and mindfulness products that address cognitive function, stress and anxiety management.
Research shows that stress and trauma don’t just impact the mind, they can also get stored in the body, dysregulating the nervous system and leading to behaviour change and mental health issues.
The inability to stick to a diet or exercise plan can be internalised as failure by the individual and fitness professionals often label it as a lack of motivation.
Could addressing underlying trauma and bringing the mind and body into balance be the starting point for behaviour change and if so, is this something fitness professionals could help with? We ask the experts.
Mariah Rooney
If you work with people, you work with trauma, so learning how to take a trauma-informed approach could help fitness professionals
Mariah Rooney
Founder Trauma Informed Weight Lifting
Trauma is broad ranging, not just one big event. It’s the things which happen to us which overwhelm us and our ability to cope. It’s also about the things which didn’t happen – for example, not having our emotional needs taken care of when growing up.
Social worker Resmaa Menakem (www.resmaa.com) says: “Trauma decontextualised in a person looks like personality, trauma decontextualised in a family looks like family traits and trauma decontextualised in people looks like culture.” I go to that quote a lot because it points out the way we pathologise behaviours, rather than looking at the stories they tell. People’s bodies tell us stories about their identities and the ways they move through the world. If we can collectively have a more curious approach to what those stories are telling us then I think we
can
take a more trauma-informed approach to health and fitness.
People who’ve experienced complex and developmental trauma have internal schemas about what they believe about themselves and their bodies – including where they do and don’t belong – and will try to predict what will happen in certain environments. The most important shift is helping them step into a new schema that enables them to see what could be possible in their lives.
If we’re willing to get curious and look at what’s underneath behaviours that present as challenging to engage, we get a lot of information about people’s histories, their coping strategies and how they’ve learned to adapt.
Difficulty with engagement can be deeply rooted in fear around issues such as not feeling welcome, that they don’t belong in these spaces, or concerns about being overwhelmed by the environment. This presents the opportunity to get curious about understanding their story and removing the barriers which might be getting in the way.
Fitness professionals are not therapists and must honour their scope of practice, however, they can be therapeutic. If you work with people, you work with trauma, so learning how to take a traumainformed approach could help fitness professionals hold space for people who are feeling dysregulated. More: www.tiwl.org
Liz Tenuto
Stress and trauma release expert
Trauma doesn’t come about just because of war or abuse. Countless traumas are often overlooked, including emotional abuse, neglect, the death of a loved one, the end of a significant relationship, invasive medical procedures, repeated teasing or harassment, long-term chronic stress, discrimination, systemic oppression, witnessing an accident, witnessing intense conflict or abuse, frequently moving house during childhood and financial difficulties.
It’s important to understand that trauma doesn’t just affect someone emotionally and mentally, it also affects the body, causing the biological stress response to become activated and the stress hormones cortisol and adrenaline to be released. This creates physical sensations of stress such as muscle
Trauma survivors often remain in a long-term state of dysregulation, which commonly leads to self-neglect and unhealthy lifestyle choices
tension, physical pain, jaw clenching, unexplained gut issues, sleep issues, unexplained weight gain and forgetting to breathe.
Trauma also leads to nervous system dysregulation, which is responsible for the body’s fight, flight and freeze responses. After experiencing trauma, survivors often remain in a long-term state of dysregulation, or survival mode. These physiological responses commonly lead to self-neglect and unhealthy lifestyle choices.
Unresolved trauma can cause individuals to disconnect from themselves and shut down physically, mentally and emotionally. This can manifest as unhealthy lifestyle choices – such as addiction, overeating, under-eating, needing to stay busy all the time, workaholism, perfectionism, living a sedentary lifestyle or self-isolating. These unhealthy lifestyle choices are not moral failures and they’re not the individual’s fault, they’re subconscious, autonomic reactions within the nervous system, also
‘STAY IN LANE’ INTERVENTIONS
Offer quiet sessions with the music off: the gym environment can be overwhelming and noisy for people who are dysregulated (or who don’t like the soundtrack)
When working with clients on goal-setting encourage them to be kind to themselves
The bare minimum is okay: small but consistent has a compound effect
Shaking the body – just a simple shake – can work wonders at shifting the state
If a client does talk to you about their issues, provide a safe space for them to feel seen and heard. You don’t have to provide solutions
Show no judgement
Be curious about the barriers to someone not exercising, or falling off their plan and ask if you could help remove any of those barriers
Acknowledge that someone who appears unmotivated may be stuck in the freeze response. Don’t label them
PHOTO: LIZ TENUTO
known as trauma responses. When people struggle to eat well or exercise consistently they blame themselves and think there’s something inherently wrong with them. This in itself is also a trauma response not helped by the fact that there’s so much messaging from the fitness, weight loss and health sectors that perpetuates the narrative that not being able to maintain a healthy lifestyle means someone is a failure.
Living in survival mode for years – or decades – from either unresolved trauma or long-term stress, makes it nearly impossible to maintain a healthy lifestyle. In survival mode, you’re living on auto-pilot and making it through each day. The brain literally can’t zoom out and focus on establishing healthy habits longterm, which is why so many people fall off their diet or exercise plan 10-14 days after starting it. Since unresolved trauma is a root cause of unhealthy lifestyles, it’s not possible to create a healthy
lifestyle without addressing mental and emotional health. Conversely, addressing that trauma is the most direct way to help people change their behaviours and adopt healthy habits.
Somatic exercises are the best first step to release stress and stored trauma from the body, to bring it out of the biological stress response and regulate the nervous system so the mind-body connection can come back to homeostasis.
Once this is achieved, the individual will be able to establish healthy habits and those practices will be much more effective long-term.
Liz Tenuto is founder of The Workout Witch and specialises in somatic exercise www.theworkoutwitch.com
NERVOUS SYSTEM RE-SET TOOLBOX
Somatic exercises
EFT tapping
Sound baths
Meditation
Restorative yoga
Shaking
Hydration
Resting
Journalling
Breathwork
Sighing
Time in nature
Grounding exercises
Affirmation practice
Somatic exercises are a good fi rst step to release stress and stored trauma from the body
Trauma Informed Weight Lifting runs a 15-hour Foundation Training course to help fitness professionals who are curious about how to incorporate the principles into their practice to explore the relationship between trauma and weightlifting. A more in-depth eight-week programme is approved by the National Academy of Sports Medicine and develops the knowledge and skills to facilitate TIWL sessions as an adjunctive treatment for complex trauma and PTSD. www.tiwl.org
The John W Brick Mental Health Foundation offers a Fitness Professionals Certification for Mental Wellbeing, which is distributed by the Mental Wellness Association. This online qualification teaches how self-care approaches – such as exercise, nutrition and mind-body practices – can help in the treatment of mental illness and the promotion of mental wellbeing – specifically how to implement evidencebased approaches.
www.johnwbrickfoundation.org
Liz Tenuto offers a course that teaches exercise professionals how to incorporate stress and trauma releasing exercises and how to address trauma. She also offers practical guidance in how to teach exercise in a trauma-informed way. www.theworkoutwitch.com
The Completion Coach offers interactive workshops, wellbeing days, retreats and long-term consultancy to empower managers to support workforce wellbeing. www.thecompletioncoach.co.uk
Understanding ourselves is as important as learning how to read and write
Wendy O’Beirne
Founder
The Completion Coach
Many of my clients don’t believe they’ve suffered from trauma when we first sit down, however, a negative experience on repeat can create a whole set of reactions, beliefs, behaviours and an internal story that blocks progress.
If we stop using the word trauma and use language such as “the impact of our experiences”, it could open up the conversation and allow more people to understand that all of our experiences have created internal systems that work for us and often some that work against us, causing conflict between what we say we want to do and what we actually do.
Many people avoid addressing their internal world by focusing on external goals, but this often leads to a feeling of disconnect, burnout and a general lack of fulfilment, so they jump from goal to goal and rarely see any through.
Looking at our internal state and interrupting the story that’s running us (subconsciously) leads to more enjoyment, desire towards things we want to achieve and then a general improvement in health.
Studies show we have anything from 60,000 to 100,000 thoughts a day, 80 per cent are negative and up to 90 per cent are repeated every day. It’s important that we can
There need to be more conversations around why people find it difficult to follow through on things they’re saying are important to them
interrupt that. Our nervous system has evolved to keep us safe, but it can work against us, creating blocks in relation to change we actually want. Understanding this allows people to see that their inability to change isn’t due to a lack of commitment or even necessarily ability.
We need more awareness of (and conversation around) why people might be struggling, or at least finding it difficult to follow through on things they’re saying are important to them.
While working with mental health professionals could support the
work fitness professionals are doing, there are also some simple tools that can be used to help clients who are feeling stuck. Shaking the body can get rid of tension and ‘stuckness’ which will move them out of the freeze response, for example, while taking long slow breaths and coming intentionally into the present can also help calm the nervous system and slow down the mind.
By understanding that everyone deals with these issues to some extent, we can move away from the idea that this work is just for people with mental health issues. Understanding ourselves is as important as learning how to read and write. If we could alter conversations to encourage everyone to be more curious about themselves, the fitness sector could help more people make internal shifts that enable true wellbeing to come about. www.thecompletioncoach.co.uk
PHOTO: WENDY O’BEIRNE
As I got close to 40 I started to have concerns about my weight and habits leading to disease
Rebel Wilson
Actor and author of Rebel Rising
Food was always a coping mechanism for me, which I used to numb all my emotions – happiness as well as sadness. As a child, I comfort-ate to cope with my Dad’s anger issues and stresses in the household about money and later on I used it to cope with the pressures of career and fame. The resulting weight I carried became a protection and a barrier to connection and intimacy. I also made millions of dollars being an overweight comedienne. But I would feel down about myself and my shameful secret of engaging in unhealthy behaviours. Even though I would start the day off by going to the gym, I couldn’t break the cycle of comfort eating in the evening and would find myself mindlessly eating pizza and ice cream after work. I couldn’t even handle a good mood – I’d have to eat to dampen it down.
I tried the New Year’s resolutions, went to a couple of health resorts and tried some diets, but nothing was sustainable and I shamed myself for not having the willpower to stick to anything.
Even though I’m all up for body positivity and all bodies being beautiful, as I got close to 40 I started to have concerns about
my weight and habits leading to disease, especially as my dad had suffered from diabetes.
The real kicker for change was finding a doctor who dealt with how your emotions affect your physical health. This was one thing I had never investigated – talking about emotions in my family was a no-no when I was growing up. But it was those emotions that were making me eat in a disordered way.
The first few months were difficult, because all the things I’d been suppressing came up. Then I learned to process and manage
my emotions without the help of food. I had to face a lot of sadness that I’d been hiding from, as well as unresolved issues with (and anger towards) my father.
As I processed the emotions the weight came off. I was exercising and eating healthily as well, but processing the emotions allowed me to pursue the healthy behaviours. If you’re an emotional eater, like I was, there’s no magic pill, or diet, the answer is literally to deal with the emotional reasons of why you act that way. l
Rebel Wilson – here with financée Ramona Agruma – has rebooted her life
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WELLNESS HUB DELIVERING A
Xcel Leisure Centre has strengthened its outreach pathways with the region’s first Technogym Biocircuit
The CV Life partnership in Coventry, UK, helps the local community access and experience more sport, culture and leisure in the city, with its operating division – Lifestyles – running a range of health and fitness facilities across its five city-wide locations.
Chris Panter, health and fitness manager at CV Life, explains how installing Technogym Biocircuit is helping the operator achieve this vision.
Supporting diverse populations
“Our strategic aim to develop Xcel Leisure Centre as a wellness hub will allow us to reach and support more diverse populations, through partnerships and referrals,” says Panter. “It’s about engaging with those who are anxious about the gym environment, who feel unable to attend, or who have never exercised.
“CV Life identified the potential of the Technogym Biocircuit as creating a unique opportunity to cater for a wide range of users, as Biocircuit
offers a fast, guided programme that delivers personalised training with no adjustments needed.
“It’s the ideal solution and presents a great opportunity to offer a new service to existing members,” he said.
“We identified many market segments who would benefit from Biocircuit’s user-friendly approach to strength training,” says Panter. “We had some space that was being underutilised and Biocircuit was a perfect fit.”
Combatting health inequalities
The circuit’s design means users don’t need to set their machines up or manually adjust them, as Biocircuit moves into place according to their preprogrammed workout. This is appealing to populations with musculoskeletal hip, knee, or back issues.
Biocircuit’s fast, efficient workouts also offer an attractive solution to busy members, or parents with children attending clubs elsewhere in the centre and its wide range of workout profiles appeal to the performance market in terms of strength and conditioning.
“It’s the perfect workout if you don’t have much time, or lack confidence when it comes to adjusting machines. It’s almost like having a PT alongside you, but in an unstaffed space,” says Panter.
Biocircuit memberships
Xcel Leisure Centre is using Biocircuit as a commercial opportunity by offering Biocircuit membership as a bolt-on. This has enabled Panter and his team to create new membership categories by combining gym, swim, classes and Biocircuit.
Technogym Biocircuit is a USP – most people who try it out of curiosity take out a membership
These membership categories aid retention and enable CV Life to deliver greater levels of affordability, which is part of its overall mission.
“Biocircuit is a USP,” says Panter, “most people who pop their head into the room out of curiosity take out a membership and the opening period has surpassed initial expectations’’.
Technogym supported Xcel Leisure Centre’s Biocircuit launch with social, digital and print materials that helped users understand the concept in the lead-up to the launch. It also provided a master trainer staff training day to help staff and early users understand more about what Biocircuit can do.
Meeting 2024 goals with Biocircuit
CV Life intends to extend its reach into new populations, developing more pathways into physical activity for healthcare referrals, the care sector, disengaged populations and socially isolated individuals. The centre will also be extending its partnership work with sports teams, corporates and young people.
“Biocircuit is situated in the room next door to the space where our NHS musculoskeletal assessments take place and it’s on the ground floor, making it even more accessible than the gym itself,” he says. “We hope it will be a good solution for
ABOUT BIOCIRCUIT
Biocircuit is Technogym’s guided and personalised circuit training experience that requires no user adjustments. The Biostrength elements of the circuit are powered by Biodrive, a patented technology that balances all phases of movement, meaning that resistance and pace are optimised for maximum safety and effectiveness.
local care home residents, helping not just with physical health, but also with social interaction.”
As the fitness industry faces staffing and recruitment challenges, Biocircuit’s unmanned, ultra-personalised solution offers a fast, safe way for diverse populations to increase their physical activity levels.
“As an industry, we’re in a position to improve people’s health, reach more local populations, and even tackle health inequalities,” says Panter. “Innovations such as Biocircuit open up an exciting array of opportunities to support us in achieving these goals.”
Biocircuit™ is a registered trademark of Technogym l More: www.technogym.com
The Biocircuit suite is next door to the NHS MSK space
Jonathan FISHER
A health challenge in his 20s led the chair of TRIB3 and CEO of Holmes Place Brands to seek a different way of living. He talks to Kath Hudson about how cultivating inner happiness has given him a new level of resilience
Fisher is CEO of Holmes Place Brands
In your career one of the worst challenges you can face is ill health, because it reduces or even destroys your ability to perform. This was the experience I had when I was 25 and as a result I learned the most important lesson of my life, which I’ve been implementing ever since.
I’d been asked to turn around a failing business in sports fashion and having achieved profitability, was at the point where I was going to raise capital to bring it to the high street, when I started getting a disturbing pain in my heart. It came out of nowhere and lasted for months and not when it was under strain, but at odd times, like the middle of the night.
There was something inside me that didn’t want to seek medical advice, feeling that I would get led down a medical pathway and end up with some drastic intervention, such as heart surgery. Instead, I took some time out to assess on a diving trip.
Out at sea I had an epiphany and realised my body was telling me that if I continued to do what I was doing, the way I was doing it, I’d be dead within 10 years. It’s hard to articulate, but it was a really clear understanding. It felt as though I was accelerating into a brick wall.
I made the decision to radically reorientate: sold the business, ended the lease on my apartment, ended the relationship I was in and went travelling to reassess the way I was living and look for people who could guide me on how to approach life differently.
To cut a long story short, over a period of several years I was essentially a student of philosophy and
My body was telling me that if I continued to do what I was doing the way I was doing it, I’d be dead within 10 years
studied with a variety of people who eventually led me to establish a lifelong connection with a meditation teacher in South India – Dr Shankaranarayana Jois, a Sanskrit Professor at the Mysore Sanskrit College – who opened the door to an understanding that I have continued to work on for the intervening 25 years. The heartache went away over the course of a couple of years and I never looked back.
Internal happiness
I realised that I’d been ambitiously and energetically looking to achieve a sense of happiness and fulfilment externally, from my activities and achievements.
My defi nition of success is having an increasing sense of of contentment, but it isn’t measured by achievements in the way it was when I was a young man
Jonathan Fisher Business interests
■ Chair of boutique fitness HIIT concept, TRIB3 as well as recentlylaunched sister brand, PILAT3S.
■ CEO of Holmes Place – launched by his father, Allan Fisher, some 40 years ago and Holmes Place Brands.
■ Investor and Advisory Board Member of Corneat Vision – a medical device company that is pioneering its patented tissue-integrating technology to provide a scalable solution to corneal blindness.
However, when happiness and fulfilment are cultivated internally it gives tremendous resilience that in turn makes challenges seem smaller. Conversely, when you’re reliant on happiness and fulfilment coming from external factors the joy is always transient, frequently followed by an anticlimax.
If you’re able to reduce the activity of your mind, through meditation, then you’ll increasingly experience this inner happiness. It will start with you feeling a slight sense of peacefulness and expands into something quite extraordinary. My experience has been that tapping into inner happiness is superior to any other external experience.
A valuable life lesson
I learned that what I’d been doing wasn’t essentially wrong, it was how I was doing it that was causing pain, so when I set about rebuilding my external life, I did it from a
Holmes Place operates clubs across Europe
PHOTO: HOLMES PLACE
different perspective, making sure that my fulfilment and happiness weren’t reliant on it. Those learnings – which I continue to cultivate by meditating every morning and evening – have honed my ability to deal with every challenging opportunity that has come along since. They’ve also fed into my successes, although my definition of success is having an increasing sense of contentment – it isn’t measured by external achievements in the way it was when I was a young man.
Patience and confidence
In 2020, the day everything got shut down, I said to my father [Holmes Place founder, Allan Fisher] that it was 50/50 whether we would survive the pandemic. It was concerning, because we’d spent decades building the business, yet I knew I’d be absolutely fine either way. The prospect of losing it all did make me feel a little hot under the skin, but my deeper understanding and
As a result, I was able to work in a very conscientious, determined, resourceful and creative way, without panic, in order to navigate the challenges that sprung up as a result of the pandemic. My resilience and resourcefulness were hugely increased by not being dependent on the outcome for my happiness and as a result, I was a free agent to navigate the course, which continued way beyond the lockdowns.
If I could give my younger self some advice I would say be patient and have confidence in what you’re doing. Those two qualities support each other: the more confident you are the more patient you can be and the more patient you become the more confidence will develop. ●
conviction was that it wasn’t a problem. It wouldn’t be able to threaten the thing that’s most important to me, which is continuing to be able to develop contentment and fulfilment in the way I live my life.
Holmes Place was launched around 40 years ago
PHOTO: HOLMES PLACE
EGYM Smart machines are part of an overall ecosystem
Gym goers have the power to track and analyse every aspect of their fitness journey. Steph Eaves looks at how data-driven products can improve outcomes
DATA DRIVEN
We're able to provide policymakers with evidence of the valuable role physical activity can play in a prevention-focused healthcare system
Steve
Barton ■ Egym UK
EGYM’s digital ecosystem connects a person’s entire wellbeing journey, both inside and outside their training facility.
Through its open platform, EGYM collects data from EGYM Smart machines, as well as connected partner cardio equipment, management software and body analysers. Virtually everything in a facility can be connected via the EGYM Cloud. Members can also connect apps and wearables they use outside the gym – creating a single point of access for data collected from multiple sources. Data collected is stored in the EGYM Cloud and collated to deliver an entirely bespoke training experience for everyone.
Our new AI-driven solution, EGYM Genius, aggregates data from hundreds of thousands of training sessions carried out on EGYM equipment and via connected cardio partners – including 340 million assessment data points – and generates precise recommendations for individualised training plans, optimally tailored to personal experience level and/or training goal.
How does it work?
Data is captured at all stages of a person’s wellbeing journey, from on-boarding right through to initial goal attainment and beyond. In addition to providing members with real-time feedback on the health rewards of their training efforts, EGYM Genius uses AI-powered technology to create bespoke training plans that are directly aligned to the health goals of the individual.
Through the application of EGYM Genius, training plans are continually revised in response to member behaviours, ensuring the quickest and safest possible route to success. For example, if a member records a cycle to the gym on their wearable device, this data is used to influence the prescription of in-gym activity.
Can the data be used for health tracking?
Yes, the EGYM ecosystem is designed to collect and apply data that drives health outcomes, both at individual and population levels. Through our bank of collated data we're able to provide policymakers and health care professionals with irrefutable evidence of the valuable role physical activity can play in a prevention- rather than repair-focused healthcare system.
EGYM is currently working with several UK local authorities to deliver measurable, evidencebased health interventions, for example.
And
for
social impact analysis?
The EGYM ecosystem delivers hundreds of thousands of data sets which measure impact. In addition to standard reports that detail collective health outcomes, workouts completed and participant engagement, we can also work with operators to extract specific data and present it in a way that is needed to contribute to a social value calculation.
Barton says EGYM can support health tracking and social impact analysis
Leon Rudge ■ Myzone
Myzone is versatile and however people choose to be active, it can motivate them to move and reach their goals. A Myzone heart rate monitor, or the MZ-Open app on a smart watch, tracks the user’s heart rate and provides real-time feedback using colour to visualise effort.
We keep the data simple and relevant, because with so many measurements in the digital space, complex numbers can become meaningless to people and act as a barrier to entry.
Fitness professionals can coach by colour, usually via screens in the gym or studio, while Myzone's classes and challenges provide built-in support to lighten their workload. Users can also analyse their performance during and after activity in the Myzone app.
With Myzone Effort Points (MEPs), the more people put in, the more they earn. Users are tasked with achieving 1,300 MEPs a month in line with the World Health Organization’s physical activity guidelines and are rewarded with status rankings.
How does it work?
Myzone continuously reads the user’s heart rate using ECG (when worn on the chest) or PPG (on the wrist and arm). We use that data to calculate the percentage of effort using maximum heart rate. It’s this personalisation that makes Myzone powerful. It doesn’t matter if you’re an Olympic athlete or deconditioned, the effort put in is the same.
Myzone can support a desired health outcome by prompting changes in the activity behaviours of the end user
reads the
My personal Yellow Zone, for example – which is 80-90 per cent of my max heart rate – is the same as everyone else’s Yellow Zone, so Myzone creates a level playing field for everyone.
How is the data used to direct workouts?
We convert heart rate into a coloured tile which is visualised in Myzone apps or on large screens. This provides real-time feedback that can be used to coach users, physically or digitally. Users can pick activities such as fitness tests, set personal goals or take on a Zone Match that directs them to be in particular heart rate zones and scores their accuracy during and
Myzone
user's heart rate on the wrist using PPG
after the workout. They can also take part in live and on-demand classes where a coach guides them through a workout using colour. In a facility, coaches can create classes based on colour. They can use one of over 1,300 exercise videos to guide users, groups or classes through a workout. With realtime feedback coaches can motivate users via zone colour and other data points such as effort percentage, calories and MEPs.
Can it be used for social impact analysis?
Absolutely. We work with several private and public organisations in this area. Myzone can
support a desired health outcome by prompting changes in the activity behaviours of the user.
We build communities using social features such as connections, likes, comments, challenges and chat. All these metrics can be reported on, meaning we can use health, activity, social and other metrics, individually or combined, to evidence social impact.
Can data also be used for health tracking?
As Myzone partners with many other apps and exercise equipment. Users can connect Myzone to Apple Health or Google Fit and then share data with their preferred health tracking app.
Myzone uses telemetry to show data as colour-coded tiles
PHOTO: MYZONE / CAPAKES
Technogym Checkup is a complete assessment station
Nerio Alessandri ■ Technogym
Technogym is delivering a workout builder via its new product – Checkup – an assessment station which uses AI to personalise training programmes in order to create more effective workouts.
Technogym Checkup scans body composition and checks balance, mobility and cognitive abilities, as well as analysing strength
Checkup scans body composition, checks balance, mobility and cognitive abilities, as well as analysing strength from workouts on resistance equipment within the Technogym Ecosystem. The data is combined to create a Wellness Age metric. The Technogym Coach function then prescribes a set of training protocols before following the training evolution of each individual, enabling operators to create a clustering of club users – based on workout preferences, habits and patterns – which can inform interventions to boost retention, challenges, promotions while also creating upselling opportunities.
Technogym Ecosystem is an open platform that integrates software applications, fitness equipment, payment methods and members’ consumer apps and wearables to provide a seamless experience for club members.
How will Checkup support the sector?
The aim of Technogym’s digital ecosystem is to grow the industry, making it more attractive to end users and more credible in the eyes of institutional stakeholders, such as insurance companies, health professionals and the wider medical world.
Alessandri has built a total ecosystem
PHOTO: TECHNOGYM
PHOTO:
Data is used to determine the progression and regression of exercise
Sohail Rashid ■ Brawn
Brawn captures data to enhance member fitness. Firstly, demographic data such as age, height, weight and gender is collected to create a comprehensive profile. Then specific lifting data is captured. This includes details about training frequency, the specific movements performed, and the weights lifted during workouts. This information helps to track and analyse progress over time.
The app also allows users to provide insights on who they train with within their small group training sessions, which helps us better understand the dynamics and interactions within our fitness communities. Lastly, the data enables us to specify the personal trainer each member works with, providing information for tracking training routines and ensuring personalised guidance. Session content is loaded onto our platform before each session, allowing users to review the exercises and techniques in advance. This empowers them to arrive well-prepared and ready to make the most of their training experience. During training sessions, users are asked to log the weights they use for each exercise.
How is the data used to direct workouts?
The data captured – including lifting data and demographic information – is used to design four-week training blocks. These are carefully curated to target specific areas of improvement and enhance overall fitness. Within each block, a suggested order of movements is provided, indicating the most effective sequence for users to follow during their workouts. Additionally, our algorithm is able to gauge performance in terms of reps and loads. Based on this information, we suggest the progression or regression of exercises for the following weeks. This ensures a gradual and appropriate level of challenge, allowing each member to progress and avoid plateaus.
Rashid is currently working with PureGym
Brawn supports personal trainers in gyms to deliver with data
PHOTO: BRAWN
The live data displayed in the workouts allows our coaches to ensure our members don't over or under-train
Sean Johnson
■ Orangetheory Fitness
Tare driven by data gathered by wearables and kit
Proprietary operator system
he Orangetheory workout is heart rate-based interval training. Each participant is set up with a heart rate monitor, projecting their real-time statistics – including calories, average heart rate, percentage of max heart rate, heart rate zone and Splat Points – onto the in-studio screens, while OTConnects link up to every treadmill and rower (OTConnects are t ablets attached to the equipment providing personal view of physiology).
Coaches guide users through the five different heart rate zones: resting (grey), easy (blue), challenging but doable (green), uncomfortable (orange) and all out (red), telling you when to push harder and when to pull back for recovery. The goal is to spend 12 to 20 minutes with your heart rate elevated in the orange zone to supercharge your metabolism and improve cardiorespiratory health. The live data displayed in the workouts allows our coaches to ensure our members don't over- or under-train. This is vital in preventing injury and providing a base for consistency for our members.
What's the user experience like?
The user experience is based on convenience, comfort and having access to accurate realtime data that creates a world-class coaching experience. From the first instance a member puts on one of our monitors they’re guided
to feel safe, looked after and results-driven. Our OTBeat system will start to learn our members over time, making their journey at Orangetheory more personal as time goes on. After just five sessions it will be able to update a member’s max heart rate after every class. This is done by collating all the data from their session to provide a more accurate max heart rate, in turn adjusting their heart rate zones and ability to achieve a Splat Point.
Can the data be used for health tracking?
Our app stores data from workouts, displays trends, gives ‘all-time’ data, stores physiological data, provides a segmental analysis and also tracks users' benchmark workouts; for example, it will show what their fastest one-mile time has been or their fastest 2,000 metre row time.
Orangetheory workouts
Sean Johnson is international fi tness educator at Orangetheory
3 60-DEGREEDAT A
EMS operator Feel Electric has implemented a data-driven journey for clients, as Jon Wright, founder and CEO, explains
We’ve created a bespoke software platform that helps us offer a data-driven approach to improving fitness and wellbeing, with every step of the customer journey enhanced through carefully collected and utilised data points.
As a client, before you step into a studio, you’ll have filled out a short questionnaire and with that information our personal trainer will greet you with the correct programme for your needs.
Following this, you’ll receive a body composition analysis scan which records 200 data points converted into 45 metrics about your body composition, including weight, skeletal muscle mass, cellular health, body fat percentages, extracellular water ratios, protein and mineral levels and visceral fat levels.
Your trainer will give a detailed walkthrough of each metric and what it means for you and a scan at each session enables continuous progression by identifying plateau points or core areas for improvement as your fitness journey progresses.
Data-led training
Our EMS (Electrical Muscle Stimulation) training utilises the data from the body scan, so trainers know where to increase the electrical currents to get the results clients want. The levels of impulse are logged and tracked so they can be improved on and to demonstrate progression to clients.
All this data further serves to inform our nutritional programme. Our nutritionist
accesses the client’s health data to accurately calculate and prescribe meal plans and dietary advice. Through this data analysis, clients can be certain their recommended calories and macronutrient intakes are as accurate as possible. Clients then log their food intake on our website, so our nutritionist can track progress to ensure the best outcomes.
We plan to enhance these offerings with data collection through wearables that can access data such as heart rate, blood pressure and calories burned through exercise outside our studios to provide an all-encompassing fitness offering. ●
Jon Wright has built the Feel Electric EMS off ering on data
By connecting 200 partner brands, EGYM provides a personalised training experience that connects the
entire gym floor like never before
Smart Smarter Genius
The entire gym and beyond is now connected by EGYM Genius, enabling customised workouts tailored to drive retention
The fitness industry is changing. Gone are the days of disconnected, analogue and old-fashioned training experiences that fail to deliver results for businesses and members alike.
EGYM is ushering in a new era of workouts and the all-new EGYM Experience keeps members engaged, enables businesses to thrive and integrates over 200 partner brands across the entire gym floor and beyond for a training experience so smart it’s genius.
EGYM Genius – fitness like never before EGYM Genius – the latest innovation from EGYM – uses cutting-edge AI to make the entire gym floor even smarter. Genius integrates equipment and technology from hundreds of leading fitness brands into a single training experience, creating hyper-personalised training plans for members that not only adapt to their goals and fitness levels, but also to the machines available in the gym.
Genius connects both smart and analogue equipment and provides setting recommendations for hundreds of machines from brands, including LifeFitness, Matrix, Precor, Core Health and Fitness and Gym80, with more partners being added. It’s unlikely operators will need to replace their hardware to improve the training experience they offer, as EGYM Genius already works with the vast majority of equipment brands.
Powered by data. Achieved by you
EGYM Genius uses seven billion workout data points and 340 million assessment data points from the largest database in the fitness sector, alongside a decade of sports science expertise, to create hyper-personalised training plans for members.
Equipment data from over 200 leading fitness brands and thousands of clubs worldwide are seamlessly connected to EGYM’s open platform and this database is constantly growing, meaning Genius
PHOTO: EGYM
Genius creates personalised training plans
HCMsummit.live
EGYM Genius sits at the heart of the gym, providing personalised programmes
continues to grow exponentially and become even smarter and more accurate the more it’s used.
To enable Genius to work its magic, operators simply input their gym’s full machine inventory into the business suite – including both smart and analogue equipment. Genius then uses this data to generate daily workouts for members, based on their individual fitness levels, goals and performance.
Precise, personal and goal-driven, these workouts deliver real results, keeping members coming back again and again.
By connecting with its 200 partner brands, EGYM provides a training experience that connects the entire gym floor like never before.
EGYM Genius opens up new opportunities for operators and trainers to elevate their businesses and provide an even more superior service: from streamlining onboarding and improving member care to increasing employee efficiency and promoting upselling to higher-value memberships.
It’s a new generation of fitness technology that delivers a training experience so smart it’s Genius. More: www.egym.com
How it works
Scan it, work it, track it. Repeat
That’s how simple the all-new EGYM Experience is, thanks to Genius. By connecting hundreds of partner machines across the entire gym floor, training is now simpler, smarter and more effective than ever before:
Scan it
Members start their smart onboarding at the Fitness Hub, where they input their goals and fitness level and complete a body composition analysis.
Work it
In the branded member app, trainers or members generate a personalised training plan which combines cardio, strength and flexibility exercises on all kinds of equipment. Genius provides settings and weight recommendations for over 3,000 exercises and offers varied training challenges that keep motivation high and training plateaus low.
Track it
Workout data is then tracked in the branded member app and the next workout is adapted accordingly.
Repeat
Thanks to workouts that continuously adapt to inspire progress, members stay motivated to keep training in the gym and pursuing their goals.
PHOTO: EGYM
North Ayrshire is revolutionising community health with a whole systems approach to health and wellbeing as Malcolm McPhail explains
ALLIANCE FOR WELLBEING
Helping people be physically active and encouraging them to make their leisure time more active have long been recognised as doors to better health.
Here at KA Leisure, a charitable trust in North Ayrshire, Scotland, we’re old hands at it, with programmes running across a range of venues that are managed and staffed by our teams.
We’re proud of the growth and impact achieved by our organisation since its inception in 2000, but now it’s time to take another look at KA Leisure, as it’s blazing a new trail.
A new alliance
The recently-formed North Ayrshire Wellbeing Alliance provides a multi-level leadership body for the development and delivery of the Local Outcome Improvement Plan created by the North Ayrshire Community Planning Partnership. The plan has identified priority areas for us to focus on, including work and wellbeing.
Some doors you have to push. Some you have to pull. Some have been hidden. There truly is no wrong door
Malcolm McPhail
Wellbeing is everyone’s business, whether you’re a social worker or a health worker
Elaine Young
The vision is to take wellbeing further than before, including and going beyond areas traditionally associated with health, helping to positively influence some of the underlying determinants of wellbeing.
It’s a future-oriented, optimistic approach that works across boundaries and not only accepts but also embraces the fact that things aren’t always perfect, recognising that everyone brings value to the table in terms of experience, expertise, challenges, ambition and philosophy.
The true value of this initiative, however, will be in supporting collaboration between the very wide range of existing organisations, from the huge – such as the National Health Service (NHS) – through to micro-community organisations that emphasise the importance and contribution of Third Sector.
KA Leisure is honoured to have been asked to lead this initiative on the wellbeing front, due to our infrastructure and venue portfolio, our track record in scaling services and developing hubs that co-locate services and our ability to take a holistic and creative approach while measuring and celebrating impact.
Experts agree
Elaine Young, head of health improvement at KA Leisure, as well as assistant director of public health for NHS Ayrshire and Arran says: “Wellbeing is a priority within the North Ayrshire Community Planning Local Outcome Improvement Plan.
“As such, community planning partners have pledged to work collaboratively to improve population wellbeing in North Ayrshire. This ‘whole system approach’ is being led by KA Leisure and planning is underway to ensure that prevention, early intervention and addressing inequalities are key to all the activity.
“Wellbeing is everyone’s business, whether you’re a police officer, fire officer, social worker or health worker,” she says. “There’s no ‘wrong door’ when it comes to improving population health.”
Health and wellbeing consultant, Dr Tim Anstiss – who’s collaborating with the KA Leisure team – says: “When the NHS was first established in 1948, the founders of the organisation thought that once the backlog of ill-health had been detected and treated, the NHS would evolve into a true health system.
PHOTO: KA LEISURE
Engagement events saw partners sharing insights, ideas and comments
“That never happened – it remains an underfunded ‘national treatment service’ and with the rise in the number of people with one or more long-term conditions this will not change,” says Anstiss.
“How do we evolve a true health system, helping people stay healthy and well, and reducing the pressure on the NHS?,” he asks. “It's only going to happen through system leadership – bringing together a range of people and organisations around an inspiring shared vision, challenging current processes and enabling people to act on the vision by working together to create the right conditions for health and wellbeing to emerge."
The challenges outlined North Ayrshire nestles on the West coast of Scotland and has a diversity of landscapes, cultures and populations. It includes towns small and large, villages, swathes of rural land and isolated communities, coastal areas and two islands. It’s also an area full of natural riches, but at the same time much deprivation and inequality, for example, child poverty – at 29 per cent – is the second highest in Scotland.
North Ayrshire Health and Wellbeing Alliance CORE PRINCIPLES
To create a culture that’s supportive, open and transparent
To build a movement rather than a structure using a whole systems approach
To take what’s already there and making it greater
To create spaces for collaboration, respect and communication, not competition
To evolve a workforce that delivers both physically and virtually
To offer blended solutions that harness ethical AI to forge and capture insights and connections
The challenges to improving wellbeing for people making their lives in North Ayrshire are clear, but so too are the opportunities. Our first steps took the form of a series of co-designed engagement activities with partners, to gather insight, ideas, feedback, comments. Thoughts were captured, refined and polished and became the principles, themes and operational recommendations for the drive forward towards better outcomes.
These principles and themes provide a clear, flexible framework and pathway, leaving space for creativity and for the growth of a movement.
David Hammond, executive director (communities and housing) at North Ayrshire Council says: “Now more than ever, our financial climate necessitates innovation and boldness. North Ayrshire’s Health and Wellbeing Alliance presents a unique opportunity to reimagine our approaches and implement creative solutions that deliver on our vision of 'North Ayrshire – Fair for all’.
“This is our opportunity to think radically and act transformatively, capitalising on the abundance of opportunities,” says Hammond. “We need to harness our collective strength and
PHOTO: KA LEISURE
A true health system is only going to happen through system leadership and enabling people to act on the vision by working together
Dr Tim Anstiss
by embracing co-production and co-location, unlock potential to ensure we improve the health and wellbeing of our communities. I’m excited for the future and what we can achieve together.”
A new approach
By unlocking the potential of partners, KA Leisure is curating a new approach to protecting and improving the wellbeing of communities. We believe it’s daring and radical, bringing together people, places, practice and partnerships, recognising the value of expertise, of co-design, of co-production and that nobody has a monopoly on wisdom.
Going forward this approach will be about thinking and doing differently, supporting organisations to work collaboratively in an age where funding has become more of a challenge. On the ground it must be agile and responsive while allowing for experimentation to help us learn what works. It will foster engagement and connection with the ‘hard-to-connect-with’ and recognise that funding –of programmes and deliverers – needs to be flexible and longer-term, so there are no cliff edges when it comes to wellbeing programmes and initiatives. Ultimately, we’re building a wellbeing culture and ecosystem that puts people first and is inclusive and accessible to all.
Creating the North Ayrshire Wellbeing Alliance is a big and exciting job, so it’s
essential we track and measure progress. To do so, we’ve created a partnership with the University of the West of Scotland, engaging several academics to help in North Ayrshire’s journey to improved wellbeing for all.
A spokesperson for the university said, “We’re excited to provide a comprehensive evaluation programme for North Ayrshire’s groundbreaking Health and Wellbeing Alliance. This initiative leads the way in transformative community health efforts, and we are eager to contribute our expertise to measure its successes."
Focusing on the journey
So, what does this mean for the people and organisations of North Ayrshire who will both engage with and benefit from the work of the
The KA Leisure team led the consultations
PHOTO: DR TIM ANSTISS
Alliance? First and foremost, people with lived experience are helping provide both the head and the heart, shaping practical solutions and enabling us to effectively place decision making responsibility. Listening to consumers, we’ve found resistance to the idea of ‘outcomes’ that drives so much of current policy and many people have told us they prefer instead to use the metaphor of a journey.
For KA Leisure, the partnership means creating the right conditions for organisations to maximise funding opportunities and identifying learning needs, so we can create related opportunities. It will also entail building a succession plan and protecting the future, as well as developing networks by supporting events and opportunities for connection and building a practice model that’s both sustainable and agile
Now more than ever, our financial climate necessitates innovation and boldness
David Hammond
PHOTO: NORTH AYRSHIRE
What’s happening?
North Ayrshire council in Scotland has created a Health and Wellbeing Alliance to deliver better health outcomes for local people.
Community trust, KA Leisure, has been tasked with bringing the organisation into being and creating a framework for it to thrive
North Ayrshire is a mixed community with 29 per cent child poverty
Amazing things are already happening across North Ayrshire and if we share resources, the whole becomes bigger than the sum of the parts and surprising things emerge, such as connections, compassion and meaningful wellbeing roles for both professional staff and volunteers, alongside an understanding that trauma is a barrier to wellbeing for many.
The ultimate dream
Our dream is that all individuals and families in North Ayrshire will have easy access to wellbeing hubs – small, large, close or a little further away – where they can move their bodies, engage their minds, have a cup of tea and a chat, allow the kids to play with others in an environment that safe and stimulating, borrow a book, pick up some information on an event, or connect with health or wellbeing resources that are tailored to their needs.
The alliance will take a systems change approach to bring together all stakeholders to collaborate and deliver change
At the heart of the plan is the creation of a wellbeing culture and ecosystem and wellbeing hubs, where people will be able to get advice and participate in activities
The University of the West of Scotland will be responsible for monitoring the project
Consumers have made it clear they would prefer for their ‘journey’ to be measured, rather than simply ‘outcomes’
The Health and Wellbeing Alliance will be based on collaboration
Some doors you have to push. Some you have to pull. Some have been hidden and some appear where there wasn’t one before. But behind each one is an opportunity. There truly is no wrong door.
We’re proud to be leading the development of North Ayrshire’s Health and Wellbeing Alliance. KA Leisure’s innovative and inclusive wellbeing programmes, which blend health and leisure, are a testament to our commitment to enhancing community wellbeing. With a track record of working collaboratively with partners, we’re ready to support developments that will uplift the lives of residents. The formation of the North Ayrshire Wellbeing Alliance is a strategic move towards this goal, promising to bolster the wellbeing of our communities and fortify the efforts of both local and national organisations. ● Malcolm McPhail is CEO of KA Leisure and chair of the North Ayrshire Health and Wellbeing Alliance
PHOTO: KA LEISURE
FITNESS TRANSFORMING
Core Health and Fitness is working with Everlast Gyms to deliver innovative spaces through a dynamic partnership
Creating a great gym takes more than stateof-the-art equipment, it also requires the leveraging of the unique strengths of all stakeholders involved in the design process.
Embarking on the path to fitness innovation also demands a blend of passion and foresight, a keen understanding of industry trends and a belief in the power of partnership.
At Core Health and Fitness, we’re grateful to have dynamic distributor partners and customers by our side on this journey.
Unlocking fitness innovation
Jason Hill, strategic accounts team leader at Core Health and Fitness emphasises the importance of looking closely at current fitness trends and industry insights when creating great spaces, while also understanding cultural influences and lifestyle preferences. “My inspiration always stems from my genuine passion for the fitness industry,” he says.
Hill has worked with Dan Summerson, MD at Everlast Gyms, to create trend-forward spaces for a number of recent projects, including the new Everlast Gateshead and Everlast Rotherham.
The surge in demand for functional fitness caught the attention of the Everlast team, with Summerson saying: “One trend we picked up was the growing demand for hybrid training, driven by the popularity of Hyrox and other brands of fitness racing.
“This led us to create our Everlast Apex concept which lends itself perfectly to Hyrox
Everlast Gyms is working with Core Health and Fitness
training, highlighting the importance of being fully immersed in what’s happening in the industry when it comes to new concept development”.
An
effective partnership
“Core provides high-quality gym equipment and good value for money,” says Summerson. “The company is the perfect fit for our ‘full service, best price’ mentality.
“The Core team goes above and beyond and tailors the offerings to our growing needs, ensuring we deliver the best experience for our members across our estate,” he says.
“Our partnership with Core is crucial for maintaining momentum,” continues Summerson. “The Core team provides the dedicated time and attention we need to achieve our desired results in the fast-paced environment in which we operate and the collaboration ensures we create a consistent brand and continuity every time someone visits one of our gyms,” he says.
Reflecting on the collaboration, Hill says “Working with Everlast is exciting and witnessing the transformation of concepts into tangible, functional spaces that positively impact the Everlast business and the lives of the Everlast members is an incredibly rewarding and fulfilling experience”.
A dynamic synergy
“The essence of a successful partnership, such as that between Core and Everlast is unwavering commitment and the synergy between individuals and organisations, fuelled by mutual trust and respect.
“The relationship is a testament to the power of shared values and common goals,” says Hill.
“Together, we’ve not only revolutionised fitness spaces, but also fostered a culture of excellence and innovation, demonstrating how collaboration can drive success and inspire greatness”.
More: www.corehandf.com
Core provides high-quality gym equipment and great value for money, ensuring we deliver the best experience for members across our estate
Dan Summerson
STRONGER
THAN EVER
Steph Eaves asks suppliers how increased interest in strength training is changing the focus of their businesses
Operators need to rethink their layouts to achieve a balance between pure cardio, cross-training and strength training
We’re in the middle of the greatest adoption of strength and functional training by the broadest demographic in fitness history. Strength science has finally caught up with cardiorespiratory science, and the evidence is very clear that strength training is as important as cardiorespiratory fitness and perhaps even more important for adults over 50, due to sarcopenia driving progressive muscle loss. Young populations are seeking performance and aesthetic goals, including hypertrophy; the middle-aged population is looking for total wellness and functional capacity; and the older generation will seek the longevity and quality of life that strength training can add.
What’s your focus these days?
The strength trend is creating the need for operators to rethink their layouts and facility design to achieve a balance between pure cardio training, functional cross-training and traditional strength training.
As the adoption of strength training becomes more mainstream, as part of a comprehensive fitness and wellness programme, we’ll investigate product opportunities focused on strength and functional training. As a vendor, we’ll adjust our product roadmap to support the development of products and programmes that align with our customers’ wants, needs and goals.
Ali Kemp
Core Health and Fitness / Nautilus
Ali Kemp
Strength training is as important as cardio says Kemp
PHOTO: CORE HEALTH AND FITNESS
PHOTO: CORE HEALTH AND FITNESS
We’re seeing a resurgence in the popularity of isolation exercises and bodybuildingstyle movements
Miles Canning BLK BOX
Consumers are becoming more knowledgeable and educated about effective workout practices. Functional fitness and Olympic weightlifting are increasingly accessible to members and maintain their popularity in mainstream fitness. Smallgroup PT is also benefiting from this increase, as it’s a fantastic introduction, enabling people to learn about strength training and the correct form for compound lifts and accessories. We’re seeing a resurgence in the popularity of isolation exercises and bodybuilding-style movements that serve to complement functional fitness routines and compound lifts. People are incorporating these targeted movements for several key reasons. Firstly, they help promote recovery by focusing on specific muscle groups, allowing for better muscle repair and growth. Secondly, these exercises play a crucial role in reducing the risk of injury. By strengthening individual muscles and addressing imbalances, they provide greater support and stability for the more complex movements involved in compound lifts.
incorporating
Has this changed your focus as a business?
Strength training has always been at the heart of our business and we’re pleased to see current trends catching up. We’re constantly striving to innovate, creating strength equipment and facilities that push boundaries and transform people’s lives. Our best advice for operators looking to enter the strength training space is to rebalance gym floor allocation in terms of both space and spending to meet the needs of new prospective members. Ensure your PT offerings deliver a balanced dose of community, education and challenge and evaluate your strength and free-weights offerings to provide an appropriate mix of weights and equipment, catering specifically for females and enthusiasts who are new to strength training.
Members are
more targeted movements in their workouts, says Canning
PHOTO: BLK BOX / MATT MACKEY
Miles Canning
PHOTO: BLK BOX
Laura Childs Innerva
Strength training is becoming more mainstream, with more women resistance training than ever before and growing awareness of the importance of maintaining and developing muscular strength as we age.
The reasons for this include the rise of online fitness influencers and greater public awareness of menopause and the benefits of strength training during this time. In addition, health professionals are encouraging people to take charge of their health to live independently for longer and relieve pressure on the NHS.
Strength training can help manage and alleviate symptoms of heart disease, arthritis, diabetes, obesity and other conditions. Muscular strength also enhances balance and flexibility (two other
We’re working with a growing number of public sector operators as well as independent organisations to create bespoke strength training spaces for older adults
elements of health ageing) to help prevent falls – the number one reason older people are taken to hospital.
How are you responding?
As a business, we’ve always produced equipment that supports the five elements of healthy ageing – muscular strength, aerobic fitness, balance, flexibility and social wellbeing. Despite the benefits of strength training, it’s becoming increasingly obvious that a one-size-fits-all approach doesn’t work for older adults and those with long-term health conditions. Members of this cohort are often deconditioned, chronically fatigued and don’t have the muscle mass to use traditional resistance kit effectively.
Power-assisted equipment offers an alternative to people who struggle to access mainstream strength training. We’re working with a growing number of public sector operators and independent organisations to create bespoke strength training spaces specifically for this market.
Located in leisure centres or in community venues, they use our power-assisted equipment, which offers low-to-moderate to high-intensity exercise, opening the doors to strength training for the people in our society who stand to benefit the most.
Our equipment allows users to build strength and muscle mass for both upper and lower body. From chronically fatigued cancer patients going through chemotherapy to Paralympic athletes to highly conditioned personal trainers, it offers resistance training either passively or actively, depending on the user’s ability.
Power-assisted equipment supports people who struggle with mainstream training, says Childs
Laura Childs
PHOTO: INNVERVA
Erica Tillinghast
Precor
Since the pandemic, fitness facilities have expanded the size of their strength areas, with industry data showing that strength equipment sales continue in the double digits year over year, representing an attitudinal shift among exercisers.
Strength training is drawing wider audiences. Women, Gen Z and millennials can be counted among the biggest drivers and whereas older adults are interested in increasing movement confidence, bone health and retaining muscle mass, Gen Z exercisers seek out social spaces –
We’ve partnered with Glutebuilder on an all-new line of biomechanically precise glute training products
products such as multifunctional cable stations, lifting racks and functional fitness spaces naturally lend themselves to interaction. These products are also the most likely to be featured in selfies and social media spaces and highlight an exercisers’ strength and movement proficiency.
How has this changed your strategy?
We’re seeing a surge in the popularity of glute training in exercise facilities, with dedicated equipment for hip thrusts, kickbacks and hip abduction captivating exercisers. Targeted approaches and methodologies for shaping and strengthening the glutes tops the list of new product innovations this year.
This has led us to partner with Glutebuilder on a new line of biomechanically precise glute training products. The Glutebuilder Plate Loaded line delivers the perfect balance of purpose and performance for glute training advocates who want to shape their body and enhance movement function. This line takes a biomechanics-first approach to isolate the glutes with innovative motion paths, optimised adjustments, reduced inertia and easy loading and unloading in a dedicated space.
Glute training is a focus for many, so Precor has partnered with Glutebuilder, says Tillinghast
PHOTO:
PRECOR
Erica Tillinghast
PHOTO:
PRECOR
Matthew Januszek
Escape Fitness
There’s a growing recognition of the benefits associated with being strong. Increasing muscle mass is not just about aesthetics, it also helps guard against life-limiting conditions such as osteoporosis and sarcopenia, helping people improve not just their lifespan but also their healthspan, living longer, healthier lives.
Social media influencers are pumping out content about the importance of being strong, along with exercise demonstrations and routines. This is normalising weight training and taking it beyond the realms of bodybuilders and athletes.
We’re seeing a surge in interest from women who are venturing into free weight areas and clubs adjusting their gym floors in favour of functional and free weight training.
How has this impacted your focus?
Our latest product range, ‘Load’, is a testament to this shift, featuring a circuit-based training system with Olympic weight plates and elastic resistance, designed to optimise strength, endurance and flexibility. This system caters for various fitness levels, ensuring beginners and experienced athletes can benefit.
Our newest product range caters for various fitness levels, ensuring that both beginners and experienced athletes can benefit
We’re also investing in digital coaching platforms to provide personalised strength training programmes, on the gym-floor 24/7, enhancing the training experience.
Our educational content is being expanded to ensure trainers, coaches and operators are provided with the resources they need to integrate strength training into their offerings and maintain their relevance and competitive edge.
Finally, we’ve partnered with Glutebuilder to launch a glute equipment range, addressing a demand for more options to train the butt.
Escape has launched 'Load' – a circuit-based system using free weights, says Januszek
Matthew Januszek
We’ve developed strength and conditioning courses to equip coaches with the skills to effectively guide their clients
Tony Buchanan
Absolute Performance
We’re witnessing new demographics embracing strength training as it moves beyond the realm of elite athletes to attract recreational fitness enthusiasts, young adults and the wider public. Competitive events such as Hyrox and CrossFit have introduced structured strength training to a broader audience, encouraging participation from various age groups at all fitness levels. Meanwhile, educational institutions are playing a significant role by incorporating strength training into their curriculums.
How are you responding?
With 17 years’ experience designing and installing strength and conditioning facilities, we’ve seen a change in the clientele and sectors looking to kit out their gyms. We’ve refined and expanded our portfolio, focusing on installing gyms that meet both functional and visual expectations, while ensuring safety and durability in intense workout environments. We offer a range of strength and conditioning products, including Werksan Full Power Racks, weight benches, bumper plates, hex bars and prowler sleds, as well as flooring solutions. Recognising our customers are seeking knowledge on strength and conditioning training and equipment, with a heightened focus on technique, posture and injury prevention, we’ve also developed strength and conditioning courses ranging from single-day workshops to in-depth diplomas accredited by the UK Strength and Conditioning Association (UKSCA).
Our aim is to equip both aspiring and experienced coaches, professionals teaching sport education in schools and those in rehabilitation roles with the skills to effectively guide their clients.
Tony Buchanan
New strength training education courses are now available, says Buchanan
More people are training for Hyrox, making this a driver of investment, says Rinaldi
More women are strength training, so we’re engineering equipment to be suitable for shorter users
Operators are creating lifting clubs and Hyrox-style or functional training zones and changing their gym floors to incorporate more rack space and plate loaded areas –particularly for leg-based equipment.
Gyms offering strength training workshops are seeing higher levels of retention, not only by educating members on big compound lifts, but also by creating strength communities in their gyms.
We’re also seeing a broader demographic in the free weights area – more women and –potentially controversially – more youth training.
In 2022, the World Health Organization suggested children from the age of five should be doing intense cardio-based exercise and exercises that strengthen muscle and bone a minimum of three times a week.
Strength training for youth has been deemed safe – with certain provisos – in recent studies published in the British Journal for Sports Medicine ,
with strength improving up to 50 per cent in youth who were training twice a week for 8-12 weeks.
How are you meeting these new needs?
The broader demographic increases the need for safety and ease of use, while still achieving the desired goals. This is one of the many drivers for our focus on plate loaded equipment.
Our Pro Series Hip/Glute Drive was engineered to be suitable for shorter users, while the belt auto-locks for a quicker set-up and is reinforced to take more weight safely.
Hyrox has shown how one trend can completely shift gym member expectations. We’re making it easier for our customers to adapt, with more Primal Performance Series Hyrox-targeted products, an increased offering from our PXD modular rigs and a wider range of bespoke products to meet unique demands. Finally, we’ve increased the range of flooring solutions, both from our joint venture with Indigo Fitness and our growing imported range.
Steven Rinaldi
Primal Strength
Steven Rinaldi
PHOTO:
We launched Prestera to address the essential need for space-efficient strength training spaces with free weights
The main driver of the strength trend is growing awareness of the importance of this type of training for enhancing overall health. This ongoing shift also illustrates a growing commitment to holistic fitness, where the goal is to build a body that’s not just aesthetically pleasing, but also powerful, agile and capable of handling a wide range of physical challenges – for better performance in sports and in life.
The integration of powerlifting into gym environments reflects this shift, with both athletes and enthusiasts training with focused goals using specialised equipment such as bars and lifting platforms.
Additionally, increased access to online educational resources, fitness apps and wearable technology has made gym-goers more knowledgeable and informed. These tools offer real-time data and personalised workout guidance, while enhanced support from coaches and health clubs helps individuals align their training with their health goals.
Social media significantly contributes to this trend, with fitness influencers and communities
sharing workouts, success stories and tips, motivating a wider audience to engage in strength training. This accessibility and inspiration make strength training appealing to more people.
How have you responded?
Space-efficient strength training spaces with free weights are essential to meet the demands of today’s athletes and clients. To address these needs we launched the Prestera Strength System, which is modular and customisable, coupling varied training methods with distinctive configurations. A flexible strength system of racks, rigs, cables and storage for free weights and training tools, it integrates free weight, cable and barbell training into one system where storage is also included.
Erik Blomberg
Eleiko
Compact systems make integrations more elegant, says Blomberg
Erik Blomberg
PHOTO: ELEIKO
PHOTO: ELEIKO
The of
powerwords
As the industry looks to broaden its reach, one of the ways to be more inclusive is with the language used, but this skill is often overlooked, says Dr Cedric Bryant
There are so many benefits to using friendly and inclusive language. It can encourage participation and retention and makes training sessions more enjoyable, especially for beginners, or those who may feel selfconscious about their fitness abilities.
Welcoming and considerate language can also lead to increased participation and longerterm commitment to fitness programmes.
Positive language promotes a positive environment and can boost members’ confidence and enjoyment, which are key factors in maintaining a consistent exercise routine. Using supportive language also strengthens the bond between fitness professionals and clients, fostering trust and open communication.
A study published in the publication Medicine and science in sports and exercise , titled Talking yourself out of exhaustion: the effects of self-talk on endurance performance (www.hcmmag.com/exhaustion) demonstrated that motivational self-talk significantly reduced the rate of perceived exertion (RPE) and enhanced endurance performance.
Other systematic reviews, such as Language: a powerful tool in promoting healthy behaviors (www.hcmmag.com/language) have collectively
underscored the importance of positive, motivational language in health and fitness, indicating that the words used by health and fitness professionals can significantly influence physical capabilities, adherence and mental wellbeing.
When PTs and instructors use the right words or phrases during training sessions, many positive outcomes can be observed, including the following:
■ Enhanced learning and understanding Clear, positive instructions help clients better understand exercises and their benefits. This leads to better technique, more effective workouts, and reduced risk of injury.
■ Greater personalisation and inclusivity
By using language that acknowledges individual differences and needs, trainers create a more inclusive environment. This approach shows that the trainer values each client's unique journey, fostering a deeper trainer-client relationship.
PHOTO: ACE
Competitive phrases, such as ‘push harder than everyone else’ should be replaced with self-focused encouragement
Confrontational, negative language undermines people and relationships
■ Enhanced motivation
Motivational language increases members’ enthusiasm and commitment to their workout. Using encouraging phrases can help maintain energy levels and focus throughout the session.
■ Increased comfort and confi dence
Inclusive language makes clients feel more comfortable and less self-conscious, especially newcomers. This can boost their confidence, making them more likely to participate actively and return for future sessions.
■ Improved Mental Wellbeing
Supportive and positive language contributes to a more enjoyable experience, which can improve overall mental wellbeing. Members are likely to associate fitness with positive emotions, fostering a healthier, more consistent approach to exercise.
A stronger sense of belonging
Using words that promote a team spirit and collective effort helps build a sense of community within the group. This feeling of belonging can be a powerful motivator and support system for clients. I believe the fitness industry as a whole is increasingly moving toward this practice of using more inclusive, inspiring terminology, because of the growing awareness of the importance of mental health and inclusivity, with this shift reflecting a broader societal move towards inclusivity and holistic wellbeing.
As the industry continues to evolve, the focus on inclusive, empowering language is likely to become standard practice
More from ACE
The industry is increasingly recognising the power of words in shaping participants' experiences. Moving towards more inclusive and empowering language reflects a broader understanding of the psychological aspects of fitness and wellbeing. This shift is not just a trend but a necessary evolution towards a more holistic approach to fitness that values mental and emotional wellbeing alongside physical health.
The American Council on Exercise (ACE) recognises the importance of skillful use of language in PT, group exercise instruction and health coaching and provides resources and education for its certified professionals, focusing on communication skills, motivational interviewing, inclusive language and the psychological aspects of coaching. Courses include ACE group fitness instructor certification and a ‘practicing equality, diversity and inclusion as a health and exercise professional’ course, which teaches how to use person-centered language and demonstrate empathy. This training helps them respect and acknowledge the individuality of each client, ensuring an inclusive and supportive training environment.
The power of language in fitness is profound. It not only shapes the workout experience but also influences the long-term relationship between personal trainers, instructors and clients. It can build confidence, foster inclusivity, and encourage a lifelong commitment to health and wellbeing. By carefully choosing words that empower and include, fitness professionals can make a significant and positive impact on their clients' fitness journeys.
As the industry continues to evolve, the focus on inclusive, empowering communication is likely to become standard practice, benefiting both fitness professionals and members alike.
These strategies are essential for fitness instructors in order to have an effective communication and language for fostering positive client relationships and successful outcomes. ● More information and examples can be found at www.acefitness.org.
Dr Cedric Bryant is CEO of the American Council on Exercise
Instructors set the vibe with the language they use
Key takeaways
Language should focus on intrinsic motivation and avoid a focus on aesthetics
Avoid terms that emphasise physical appearance and instead use words that promote strength and personal improvement
Avoid saying ‘shred that fat to look great!’ or ‘sculpt those problem areas!’ Instead, use goal-oriented phrases such as ‘improve your strength’ or ‘enhance your endurance’
Competitive phrases such ‘push harder than everyone else’ should be replaced with self-focused encouragement like ‘push the best you can’
Instead of labelling exercises as easy or hard, trainers should use terms such as ‘option’ or ‘variation’, promoting a sense of personal choice and autonomy
Group fitness instructors should avoid spotlighting new attendees with terms such as ‘newbie’ or ‘first-timer’. Using inclusive terms such as ‘we’ and ‘us’ helps create a team atmosphere where everyone feels valued and included
For more insight, or to get in touch with the companies featured, visit www.fitness-kit.net and type in their keyword
Product innovation
Steph Eaves rounds up the latest health, fitness and wellness kit
New Connexus Series provides unmatched versatility says Matthew Pengelly of Matrix Fitness
“The aim is to provide a more intuitive experience for both beginners and experienced exercisers”
Matthew Pengelly
Matrix Fitness has launched a new Connexus Series with the goal of making functional training more fl exible. The series includes centrepieces as well as wall and corner space pieces and accommodates self-guided workouts, circuits and small group training.
MD Matthew Pengelly said: “We’ve drawn inspiration from our original Connexus range and the new additions provide versatility and adjustability, while
Punch Trunk is aiming to democratise boxing, says TKO founder Max Rushton
Punch Trunk is available to youth organisations at a special rate
TKO (Training Kit Outside) has launched the Punch Trunk Boxing Pad, which features a strap that can be attached to a tree trunk.
Founder Max Rushton said: “Punch Trunk is designed to make boxing more accessible for everyone, so they can enjoy the physical and mental health benefi ts of boxing, without being confined to a gym.”
TKO started with the goal of supporting children with complex behavioural needs and Rushton says: “The benefi ts of boxing
Connexus has been designed to be highly configurable
delivering a more intuitive experience for beginners and experienced exercisers.”
Units are designed to offer configurable training designs to fi t different spaces. They combine cable resistance with functional training accessory attachments and integrated storage solutions. The four units are the Hub, Edge, Crest and Functional Trainer. www.matrixfi tness.com
fitness-kit.net KEYWORDS
MATRIX FITNESS
“Punch Trunk is designed to make boxing more accessible”
Max Rushton
training are proven, however, gyms can look intimidating. We created Punch Trunk to democratise the art, skills and benefi ts of boxing. The design enables you to improve 360-degree footwork, conditioning, fi tness levels and speed independently and outdoors while breathing fresh air.” www.trainingkitoutside.com
fitness-kit.net KEYWORDS
TRAINING KIT OUTSIDE
PHOTO: MATRIX FITNESS
PHOTO: TKO
BLK BOX’s Fusion Flooring enhances the training experience, says Dan Savin
BLK BOX Fusion Flooring has been designed to meet the needs of commercial fitness and wellness centres. Made from 98 per cent recycled content, it meets industry standards for eco-friendly flooring. The dual-layered construction combines a vulcanised rubber surface with a shock-absorbing base layer to deliver durability and performance without compromising on aesthetics. The wear layer is fusion-bonded
to the shock pad backing to create a single-ply solution that won’t delaminate over time.
Dan Savin, business development manager at BLK BOX, said: “The difference a high-performance floor makes can be transformative. It provides better performance during dynamic movements while opening opportunities for branding. Coaches and athletes often comment on how it enhances their training experience.”
The Body Bike Smart+ Phantom delivers new levels of precision, says Uffe A Olesen
Body Bike says its Smart+ Phantom is the company’s smoothest, most silent ride yet. The bike features a new brake system that uses electromagnetic resistance for a more frictionfree ride, plus a new gear ratio
“Instructors can ask riders to adjust by a specific number of clicks, rather than a subjective ‘twist to the right’”
Uffe Olesen
that enables the Phantom to shift easily between class genres.
Extended bar-ends are designed to offer support during intense workouts.
CEO Uffe Olesen said: “Four clicks per turn delivers precision in resistance changes: instructors can ask riders to adjust by a specific number of clicks up or down, rather than a subjective ‘twist to the right’”.
Phantom also features ANT+ and Bluetooth connectivity, enabling transfer of data from the bike to a range of devices and apps, including the Body Bike app which turns the rider’s mobile phone into the console.
Manufactured using recycled ABS plastic, the bike uses reclaimed,
“High-performance flooring provides better performance during dynamic movements”
Dan Savin
BLK BOX’s performance flooring is accredited by FloorScore and certified to LEED v4 standards, ensuring low levels of VOCs to maintain superior air quality, protecting the health of users. www.blkboxfitness.com
fitness-kit.net keywords
BLK BOX
recycled iron for all cast iron parts, such as the crankshaft and flywheel – totalling 35kg of recycled metal per bike. It also features in-built maintenance data tracking to enable each bike to be monitored. www.body-bike.com
fitness-kit.net keywords
PHOTO:
BLK BOX
BLK BOX Fusion Flooring is LEED v4 accredited
PHOTO:
BLK BOX
BODY
The new bike is made from reclaimed and recycled materials
PHOTO: BODY BIKE
PHOTO:
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Imperial College research has exciting implications for ageing
Switching off ageing
People could live up to 25 per cent longer in better health if a redundant gene is switch off, according to Imperial College London. Kath Hudson reports
Research from Imperial College London indicates that switching off a protein could lead to people living up to 25 per cent longer and enjoying better health in their later years.
Back in 2017, Imperial College discovered that the protein interleukin 11 (IL-11) plays a key role in the scarring process which causes heart, kidney and liver failure, so inhibiting the gene can prevent fibrosis – the build-up of excessive connective tissue in organs – which contributes to organ failure.
Further research has shown that switching off the gene could have more far-reaching health benefits and the potential to delay many of the issues that come with ageing, including the loss of vision, hearing, hair and muscle, as well as improving lung function and metabolism, reducing the incidences of cancer and significantly adding to healthy lifespan.
Increasing healthspan and lifespan
This research is also exciting because so far the indications are showing that inhibiting this gene could extend healthspan as well as lifespan.
Professor Stuart Cook, from the Medical Research Council Laboratory of Medical Science, Imperial College – who led the research – says: “These findings are very exciting. Previously proposed lifeextending drugs and treatments have either had poor side-effect profiles, or don’t work in both sexes, or could extend life, but not healthy life. However this does not appear to be the case for IL-11.”
Switching off the gene could delay many of the issues that come with ageing, including vision, hearing, hair and muscle loss
Interleukins are proteins involved in relaying signals between the cells and help regulate cell growth, differentiation and movement. They’re important for immune responses, inflammation and fibrosis. However, IL-11, is believed to be an evolutionary hangover for humans: while it’s vital for limb regeneration in some animal species, it’s thought to be largely redundant in humans.
More interleukin 11 means faster ageing
After the age of 55, increasing levels of IL-11 are produced and previous research has linked this to chronic inflammation, fibrosis in organs, metabolism disorders, muscle wasting, frailty and cardiac fibrosis.
Clinical trials of anti IL-11 therapy are currently in the early stages for treating fibrotic lung disease and may provide a translational opportunity to determine the effects of IL-11 inhibition on ageing pathologies in older people. Early trial data suggests the intervention is safe. In the future there is the possibility of a therapeutic drug being given in later life, or –more controversially – gene editing at birth.
The research was published in Nature and partly funded by the Medical Research Council. l
More: www.hcmmag.com/interleukin
Physical becomes the UK commercial distributor for all Power Plate products. Power Plate’s Whole-Body Vibration (WBV) solutions promote ‘Healthy Longevity’ amongst multiple sectors including Physiotherapy, Medical, Healthcare, Clinical and Health Clubs. They are well-established in the Fitness sector, proven to enhance Strength, Cardiovascular Performance, Flexibility, and of course Activation and Recovery.
