“Frame has sucked out half my soul, but I can’t imagine life without it”
The European fitness sector is at a critical juncture
“It takes hard work to establish the needs that unite women”
PHYSICAL AND COGNITIVE ASSESSMENT:
MIND
BODY COMPOSITION
MOBILITY
BALANCE
STRENGTH
CARDIO
It’s time the sector stopped waiting for permission to save the world and just got on with it, inspired by audacious innovators who are demonstrating how partnerships can build new models
e’ve been reporting on the collaboration between health and fitness and the health service since GP referrals in the 1980s.
There have been some fantastic milestones along the way, SIV’s mental health membership, GM Active’s Prehab4Cancer, Nuffield and Manchester Met’s collaboration, KA Leisure’s wellness membership and the work of Sport for Confidence, to name but a few.
Now a team in Sussex UK is breaking the mould with a new model that brings together a wellness trust and a GP Federation to jointly own and run a health, fitness and wellness facility in what we think may be a first for the sector (page 28).
Dr Nick Harvey set up a GP Federation called South Downs Health and Care Ltd to deliver primary care services in Eastbourne, while Duncan Kerr is CEO of Wave Active, an operator with 17 sites in Sussex.
Together, their two organisations are now 50:50 owners of what was once the sport centre and campus of famed teacher training college Chelsea School – later Brighton University’s Eastbourne Campus – and affectionately known as Hillbrow.
As joint owners of the new entity which has been set up to own the site – called Hillbrow Health and Wellbeing Ltd – the two are powering forward with plans to offer a wide range of medical and wellness services, all under the same roof.
These will include sport, physical activity, active health, clinical active health and clinical, as well as a range of behavioural change interventions and on-site doctors and therapists.
“ We’re not just co-locating, we’re one entity that has clinical governance embedded into its foundations” says Harvey. “We believe strongly in our preventative healthcare vision, so we’ve gone off on our own to do it. This is a mission- and purpose-driven concept that’s fully funded by us.”
After decades of exhausting lobbying it’s time to take inspiration from examples such as Hillbrow and forge ahead independently
This move to act independently echoes a major theme at the recent Active Uprising conference in London where delegates heard multiple speakers calling for the sector to make things happen for itself and not wait for health services and governments to lead the way.
We agree – after decades of exhausting lobbying, which has drained resources and morale, it’s time to take inspiration from examples such as Hillbrow and forge ahead with radical plans to make a difference.
After all, no one knows better than our sector visionaries what a difference we’re capable of making. ●
Liz Terry, editor lizterry@leisuremedia.com
05 Editor’s Letter
We’ve waited too long for governments to understand and support us, it’s time for the sector to set its own course and innovate to make an impact says Liz Terry
12 HCM people
Angela Rippon
The legendary broadcaster can still do the splits at 80. Now she’s uniting the world of dance for wellbeing and wants health clubs to join the cause
20 HCM news
Scott Best launches new V brand, Peloton partners with the University of Texas and Bodyholiday is opening its second location in Portugal
28 Interview
Duncan Kerr & Nick Harvey
The duo have brought together a wellness trust and a GP federation to create a new model with clinical governance embedded at its heart, as Kate Cracknell reports
40 Life Lessons
Pip Black
The co-founder of Frame took the business through a pre-pack that meant a radical rebuild. She talks to Kath Hudson
46 Everyone’s talking about Women’s gyms
As interest in women-only workout spaces booms, we talk to the operators working to develop a new generation of facilities
46 Women’s gyms in the spotlight
56 Female health first
The Gym Group has been partnering with The Well HQ to deliver a female health programme to equip teams with specialist knowledge of female fitness, as Kath Hudson reports
62 Opinion
Future direction
In a special report, Cliff Collins asks if the sector in Europe is heading in the right direction in terms of policy and priorities and suggests new ways forward
Cliff Collins gives the historic background to the development of the health and fitness sector across the Continent
62
28 Duncan Kerr and Dr Nick Harvey
76 Specifier
Great coverage
Julie Cramer talks to flooring suppliers about the keys to success when specifying new surfaces and the expensive downsides of getting it wrong
88 Positive outcomes
Tom Cordon says the peak-end rule has relevance when planning the customer journey in health clubs
90 Specifier Ready for a change
Changing rooms are being elevated to be the next word in wellness and pampering as operators seek a competitive point of difference, finds Julie Cramer
94 Product innovation
Julie Cramer rounds up the latest health, fitness and wellness kit from leading suppliers
96 Reader services HCM Directory
If you’re in procurement, the HCM Directory is part of a network of resources designed for you that includes www.HCMmag.com/CompanyProfiles
98 Research Obesity is in the genes
Researchers at Cambridge University in the UK have found that obesity can have genetic origins, prompting calls for a new approach by fitness professionals
theteam@leisuremedia.com
Editor Liz Terry
+44 (0)1462 431385
Publisher Jan Williams
+44 (0)1462 471909
Managing editor
Julie Cramer
+44 (0)1462 431385
Head of news
Kath Hudson
+44 (0)1462 431385
Editor-at-large
Magali Robathan
+44 (0)1462 431385
GLOBAL MEDIA PARTNER MEET THE TEAM
Assistant editor Megan Whitby
+44 (0)1462 471906
Email us:
Customer service
+44 (0)1462 471901
Advertising
+44 (0)1462 431385
Subscriptions
+44 (0)1462 471910
Circulation
+44 (0)1462 471932
Finance
+44 (0)1462 471930
Credit control
+44 (0)1462 733477
Choose how you read
HCM digital
Read free online and enjoy extra links and searchability www.HCMmag.com/digital
HCM magazine is available in print from www.leisuresubs.com
HCM PDF
A PDF edition is available to read offline at: www.HCMmag.com/pdf
Other resources from
Fit Tech magazine www.fittechglobal.com www.fittechglobal.com/archive
HCM Handbook www.HCMhandbook.com www.HCMhandbook.com/pdf
HCM Online library www.HCMmag.com/archive
HCM Ezine & Instant Alerts www.leisuremedia.com/subscribe
Leisure Opportunites jobs & news www.leisureopportunities.co.uk
Buyer Search Engine www.fitness-kit.net
www.hcmsummit.live
To subscribe to HCM in print (Health Club Management): log on to www.leisuresubs.com , email subs@leisuremedia.com or call +44 (0)1462 471930. Annual subscriptions: UK £45, Europe £57, rest of world £80, students (UK) £22.
Style: HCM follows an editorial house style which precludes the use of marketing devices in body text and headlines when it comes to company names and registered trademarks. CamelCase and logical capitals are allowed. Contact the editor for more details – lizterry@leisuremedia.com.
Copyright details: HCM (Health Club Management) is published 12 times a year by Leisure Media, PO Box 424, Hitchin, SG5 9GF, UK. The views expressed in this publication are those of the authors and do not necessarily represent those of the publisher. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd 2025. Print and distribution Printed by The Manson Group Ltd. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally.
©Cybertrek Ltd 2025 ISSN 1361-3510 (print) / 2397-2351 (online)
Scan to download Club Growth Guide: 7 key plays to a profitable studio.
Whether your facility is looking to acquire or retain members, or build an unbreakable community, a thriving studio holds the key to these goals. Your group training studio is a ready-made solution for driving new growth, with the ability deliver on retention, member acquisition and generating new revenue streams with programming.
By creating an irresistible group training environment, you’re laying the foundations for better engagement with members. A well-oiled group training experience compels members to return for the social bonds formed, leading them to tell their friends about it and creating a flywheel of momentum that recruits new members and in turn strengthens your community.
We’ve created a seven step plan to help your club create a strategy for its studio, identifying the key areas to focus on to start driving growth. By considering key member touchpoints ranging from capacity to marketing, the guide helps your facility identify areas for improvement, and crucially, shares how to start driving change. As well as actionable strategies, there’s world-leading operator insights to help inform your game plan. Are you ready to send studio numbers soaring and boost your bottom line?
The World Health Organization is monitoring what we’re doing with a view to introducing it to other countries
Angela Rippon
How did Let’s Dance! come about?
I’ve had a lifelong love of dance, inspired by dance classes at the age of five. I’ve been on the board of English National Ballet and chair for four years, I’m an ambassador for the Royal Academy of Dance and the Silver Swans and then in 2023 I took part in Strictly Come Dancing. Many people said I inspired them and I wanted to do something with that momentum.
The opportunity came when I was being interviewed on the Today programme, after Professor Chris Whitty [England’s chief medical officer]. While I was waiting I could hear him saying on-air we should all take more responsibility for our own health in order to help the National Health Service. So the first words I said in my interview were: “I don’t know if Professor Chris Whitty’s still listening, but this is one pensioner who’s going to try and do her bit to help the National Health Service.”
I rang him afterwards and told him my plans to get all the dance organisations together to get people active and asked if he would back me. He said, “absolutely” and has never stopped supporting me.
I contacted all the dance organisations I knew, asking if they’d work with me on a project to get the UK dancing to get fit and save the NHS money and they all said yes. The idea snowballed, with one contact leading
to another. Over the last nine months I’ve spoken to more than 200 organisations – including the National Association of Teachers of Dance, the Imperial Society, the British Sport Council, the Royal Academy, as well as the NHS and government ministers.
Lots of charities have come on board, including the Richmond Group of Charities, Age UK, Parkinson’s UK, Alzheimer’s Society and a number of mental health charities. The Together Consortium and The Sport and Recreation Alliance are helping with the admin and 21X has designed the website and is running it free of charge.
No one has said no to working with me! Even organisations who’ve refused to work together in the past. It’s been brilliant to take all of the great work out of individual silos and work collectively.
You can look at dancing as an investment in your wellbeing pension plan
The Big Brummie Bhangrathon was part of this year’s National Dance Day
What has been the general response from the UK government and the National Health Service?
I’ve had amazing meetings with health secretary, Wes Streeting, who is very approachable and his minister Stephen Kinnock, who looks after social services, and they are both fully supportive. I’ve also had an incredibly important meeting with NHS England, which has resulted in Let’s Dance! being recognised as part of the NHS’s 10-year programme to get the nation fit and healthy.
There are plans to involve all of the 1.3 million employees in the NHS in the Let’s Dance! campaign and promote the use of dance in providing non-medical interventions for some medical conditions, such as obesity, stress and depression, via social prescribing.
A video talking about the initiative and the difference it can make to certain medical conditions has gone out to 55,000 GPs via the medical information site, Red Whale.
Data from the Institute of Social Prescribing shows that prescribing a physical activity for patients instead of a prescription could save the UK’s health service around £1.4bn a year.
What does Let’s Dance! involve?
A National Dance Day where we encourage everyone involved with dance to open their doors and invite members of the public to give dance a go at no charge. This year the date was 2 March and so many people got involved – The Eden Project in Cornwall gave us one of its biomes for a group of dance teachers to organise a day of dance. The Blackpool Winter Gardens hosted free Latin and ballroom classes all day and 200 Bhangra dancers in Birmingham opened up what they’re doing to the public.
This is in addition to what individuals were doing everywhere. At least 50,000 dance teachers, companies and organisations were engaged.
We’d also love it if more gyms and health clubs got involved with the movement on an ongoing basis, by putting on dance-related activities and inviting people in to sample them for free. It would be wonderful if every gym in the country recognised dance alongside all other forms of exercise.
There’s been a great deal of press coverage surrounding the movement. The Sun newspaper has been running a series of features on the benefits of dance; every BBC local radio station is supporting those wanting airtime to promote their activities
Rippon has galvanised the dance community to create a national movement
This is one pensioner who’s going to try and do her bit to help the National Health Service
ahead of National Dance Day, and The One Show has been airing a series of films highlighting the health, fitness and social benefits of dance.
How will this go forward?
We’re planning the National Dance Day for three years from 2025 to 2027, but we hope the legacy will be that people will want to keep dancing once they’ve experienced how fun and social it is and how it impacts their fitness. The World Health Organization is monitoring what we’re doing with a view to introducing it to other countries. All I’ve done is bring together all that is already happening and make it a national consortium. It already existed, but I’ve just created a situation where everyone can come together and get a national profile collectively.
What are the benefits of dancing?
It’s an exercise that takes you from cradle to old age. Babies dance automatically when they hear music because the hippocampus takes over. And you can still do it when you’re 90. You can do it if you’re in a wheelchair, if you’re sitting down, or if you’re immobile. Chelsea and Westminster
No one has said no to working with me! Even organisations who have refused to work together in the past. It’s been brilliant to take all of the great work out of individual silos and work collectively.
Hospital takes dance programmes into the ICU where people can only move an eyelid. There is lots of evidence to show that dance helps people with Parkinson’s, as well as supporting stroke rehabilitation and helping with diabetes, obesity, cancer, osteoporosis and mental health.
The statistics around cancer are just staggering. There is now research to show dance can help to reduce pain and increase the rate of recovery, especially with breast, colon and prostate cancer. It also positively prevents recurrence. Dance is a superpower!
We’ve commissioned a research project into the value of dance for care home residents. Teachers from The Royal Academy of Dance, People Dancing and the Keep Fit Association will be running programmes in 21 homes to evaluate the effect regular dancing can have on strength, flexibility and general health. Findings will be shared with Professor Martin Green of Care England to share to all care homes around the UK.
Every year in the UK an average of 1.6 million people over the age of 60 have a fall and end up in hospital, which costs the NHS £4bn a year. Many of those people lose their mobility and then their independence, which costs a further billion to social services. Dance could help these statistics by improving core strength, balance and mobility. I say dance is an investment in your pension plan.
Regular dance will allow people to get to their 60s and 70s without concerns about their mobility. The reason I can still do the splits at the age of 80 is because all my life I’ve looked after my flexibility, my core strength, and my balance. Added to this, it’s fun! I defy anybody to come to dance without a smile on their face. l
To get involved with Let’s Dance – National Dance Day, go to www.hcmmag.com/letsdance or www.lets-dance.co.uk
The UK’s most famous Angela started her journalism career aged 17, as a young reporter on Devon newspaper, Western Morning News, before moving to radio and television, presenting the news on BBC South West. She became the first female to be given a permanent role presenting national news in 1975, when she joined the BBC’s Nine o’Clock News
Having earned a reputation for being a serious newsreader, she took the nation by surprise in 1976 when she joined comedians Morecombe and Wise on their TV Christmas Show for some iconic high kicks during a dance routine.
During the course of her career she has presented a wide range of TV programmes, including Top Gear, Come Dancing, the Eurovision Song Contest, TV-am, The One Show and Rip-Off Britain
In 2023 she progressed to week nine of the BBC’s dance competition, Strictly Come Dancing – at the age of 79 – with dance partner, Kai Widdrington, who is working with her on Let’s Dance! – and delighted the nation by performing the splits with ease.
10 – 13 APR 25 Exhibition
Spanish operator, Synergym, has entered into a €70 million syndicated financing agreement to fuel domestic expansion.
Founded in 2013, by Sergey Miteyko and Leonard Lvovich – who still hold a majority stake in the company – the high value, low-cost operator aims to have 200 clubs in operation in Spain by the end of 2026.
Synergym closed 2024 with net revenue of €49.1 million, representing an increase of 33 per cent over the previous year. The company also achieved an adjusted EBITDA of €17.1 million. It has achieved the highest organic growth of any fitness chain in the Spanish market, expanding from 24 clubs in 2019 to 121 currently.
In 2024 it opened 31 clubs, and even during the pandemic it remained profitable and launched 12 clubs. This year, Synergym expects to achieve 160 clubs, setting a new record of 40 new sites in a year.
Synergym is turbocharging its expansion with plans for a record year
The company says this is the first syndicated financing signed by a HVLC fitness company in Spain. Banco Santander led the structuring of the agreement.
During 2020-2024, Synergym got financial support from Banco Santander’s Smart Fund programme, through which it received €15 million in growth financing and
became one of the fund’s main clients, which has played a crucial role in its expansion to date.
Jordi Bella, managing director of Synergym, says: “This financing provides us with the momentum to continue growing, innovating and providing top-quality service.”
More: http://lei.sr/6a5A2_H
Polish fitness franchise business, Xtreme Fitness Gyms, has hit the milestone of 100 sites and is aiming to reach 500 locations in Poland in the next six years.
“We’ve just had our most successful year in terms of the performance, franchise sales and openings and we’re now in a very dynamic scale phase of the business” founder and chair, Lukasz Dojka, told HCM.
Last year the mid-market franchisor opened 42 clubs, there are more than 60 planned for this year and the team is gearing up to target neighbouring countries, either by direct franchising or master franchising.
“We’re very much looking for speed,” says CEO, James Cotton. “The fitness franchise market in
Eastern Europe is wide open, so we’re looking to occupy that space.”
Poland is a challenging market where several European operators have attempted to grow but have ultimately withdrawn from. As well as having a low penetration rate, of 8 to 9 per cent, it’s dominated by two aggregator-based companies, Benefit Systems and Medicover.
Xtreme Fitness Gyms says it’s well placed to navigate the challenges and cultural nuances. Both Dojka and Cotton cut their teeth in the UK fitness market and bring this experience to their roles, and it is essentially a homegrown company led by a Polish entrepreneur who understands the market.
More: http://lei.sr/k8s3d_H
Colruyt Group’s fitness chain, Jims, is doubling its estate with the acquisition of 40 fitness clubs from NRG.
The deal will accelerate the Colruyt Group’s expansion plans, and mission to make healthy lives more accessible, and will make Jims – which has been part of Colruyt Group since April 2021 – the second largest fitness operator in the Belgian market.
Pieterjan Nuitten, MD at Jims, says: “This puts us several years ahead of target. We have now doubled in size at a stroke.”
Jims and NRG are equivalent in terms of size, price point and offering, and location-wise there is little overlap. Both are primarily city-based and Jims has a strong presence in Ghent and Brussels,
while NRG is well represented in Antwerp and Limburg. The aim is to evolve relatively quickly into a single brand with aligned membership options and rates.
There are plans to further develop initiatives such as nutritional coaching, partnerships with
healthcare institutions, as well as leverage the Collect&Go service, that compiles a dietary profile for members and prepares the order for them to pick up from the supermarket after their workout.
More: http://lei.sr/B4w2u_H
After a year expanding into new territories, In2Fitness is planning to open a further 25 sites in Saudi Arabia this year.
Owned by Kun Sports, In2Fitness now has 54 sites across four regions of Saudi Arabia, serving 300,000 members. In 2024, it launched new gyms for both men and women in Madina and Khamis Mushait; extended opening hours at 10 of its branches to 24 hours a day and launched a recovery offering – the Recovery Zone – in select branches. In the coming year, the company is committed to strengthening its presence across Saudi Arabia; will be working on digital innovation and customer experience; using cutting-edge technologies to enhance member engagement and streamline fitness journeys.
Mohammed A Dakhil, Kun Sports COO, said: “Our success is measured not just by the number of our branches, but by the meaningful
impact we create – empowering individuals to embrace healthier, more active lives and fostering communities that thrive together. As we look to 2025, we remain focused on expanding our reach, elevating the member experience, and shaping a fi tness ecosystem that inspires progress and inclusivity.”
The offering at In2Fitness clubs includes gym and functional training areas and group exercise including calisthenics, boxing, yoga and Pilates. By integrating male and female gyms within single locations, families can train together.
More: http://lei.sr/N8W8W_H
Fitness and leisure facilities in Sheerness, UK, are being upgraded as part of a regeneration project, Sheerness Revival, funded by the UK government.
Swale Borough Council has appointed Alliance Leisure to manage this flagship project that will breathe new life into the town.
The Beachfields site, which is situated near the town centre, waterfront and train station will be reimagined as a hub for leisure, health and community engagement.
Sheppey Leisure Centre will be reconfigured and extended, featuring a new fitness suite, studios and upgraded changing facilities.
The GP surgery will be relocated and expanded within the leisure centre, to provide more accessible healthcare services.
A Tag Active zone and dedicated adventure play area will be added, complemented by a café and reception.
Sheerness is undergoing a government funded transformation
Outdoor attractions will include an adventure golf course, an outdoor gym and enhanced landscaping connecting the leisure centre to Sheerness train station via improved pathways.
Gas will be replaced with air source heat pumps, supporting the council’s net zero targets.
Chris Ames, business development manager, Alliance Leisure, says: “The Beachfields regeneration project is a landmark development that will inspire healthy, active lifestyles while addressing the unique needs of the local population.”
More: http://lei.sr/U6w5P_H
Franchise Strong Pilates has announced that former English cricketer, Stuart Broad, has come on board as an ambassador to help challenge the traditional perception of Pilates as having a female bias, ahead of a drive for rapid expansion.
The brand has sites all over the world: USA, Australia, New Zealand, Ireland, Singapore, Philippines, Japan, Dubai and Indonesia, with upcoming locations in South Korea, Malaysia and Bahrain.
In the UK, there are currently three sites in London and one in Dublin. The brand is aiming to find 50 more franchisees to open studios in UK over the next three years.
Broad says: “I wish Strong Pilates had been around when I was playing cricket, as it truly provides
both mind and body balance. You have the Pilates element which controls the movement and relaxation in breathing, combined with the aerobic element which pushes the body forward.”
Strong Pilates combines the modality with cardio and strength training with its exclusive Rowformer and Bikeformer machines.
Co-founders, Mark Armstrong and Michael Ramsey, say: “Stuart embodies everything we stand for at Strong Pilates – pushing boundaries and working hard to be at your best. His appointment comes at an exciting time as we announce the launch of 50 studios to meet the demand of the UK fitness community.”
More: http://lei.sr/V4t8R_H
Scott Best, owner of Fitness
First UK, has created a new luxury health club concept, V, the first of which has launched at Berkeley Square House, in the heart of London’s Mayfair.
Best says his goal is to redefine luxury wellness. “It’s long been an ambition of mine to open a premium club. When the lease came up on the Fitness First club in Mayfair it provided the ideal opportunity. We stripped the space back to create an elevated and luxury environment.
“With more people having to sign up for multiple memberships these days to get access to all the wellness services they need, I wanted to build somewhere that included the recovery and mind-body element as well.”
Designer LXA, was brought on board to create the high-end finish The 7,000 square foot club comprises a gym equipped by Watson and Technogym, a reformer Pilates studio, a yoga studio, a stretching and mobility area and recovery facilities including a Therabody zero gravity chair and compression boots. The spa-style changing rooms each feature a dry sauna and a cold plunge.
V has partnered with preventative healthcare company, Solice Health, to enable members to access science-backed, biohacking methods. Services delivered by Solice Health include weight loss programmes and advanced health screenings, including heart health and brain health.
More: http://lei.sr/r2E7X_H
The Club Company, has kicked off 2025 with the acquisition of The Nottinghamshire Golf and Country Club. The deal brings its portfolio to 18 properties, mainly located in the south of England and the midlands.
The Nottinghamshire Golf and Country Club is set in 340 acres of countryside and offers a 30-bed boutique hotel, a critically acclaimed restaurant which is used for events and weddings, 36 holes of golf and a driving range.
The Club Company also made a number of upgrades to its estate last year, introducing padel tennis courts, improving its group exercise offering including the launch of an in-house, Hyrox-style workout, Hybr1d and upgrading four of its gyms with new Technogym equipment that features Technogym Checkup.
Richard Calvert, Club Company CEO, says: “As the UK’s leading country club operator, we’re
committed to delivering a continuous feeling of improvement and product enhancement for our members.
“I’m proud to unveil the latest refurbishment projects at Benton Hall and Chartham Park and of course these follow closely behind the transformational updates to gym and spa areas at Maple Durham and Witney Lakes.”
Chartham Park in West Sussex has been upgraded and the gym now features a fully retractable roof. Some £1.5 million was invested in Maple Durham health club in Berkshire, to remodel the swimming pool and add a spa and poolside shower as well as refurbish the gym.
More: http://lei.sr/W2z6Z_H
Luxury wellness brand BodyHoliday is expanding into Europe with a five-star health and fitness retreat on Portugal’s East Algarve coastline.
Set to open in 2027, the €158 million (US$165.9 million, £131.1 million) – at yet unnamed – BodyHoliday Algarve will be located near the unspoiled beaches of Praia da Lota.
The 220-key resort will be a sister destination to the operator’s flagship in St Lucia and mark BodyHoliday’s first European outpost.
OTO Architects is leading the project’s design in collaboration with environmental consultant SRE. Interior design has been undertaken by the Clodagh Design team to reflect the natural location:
Guests will have access to a 50-treatment-room spa, landscaped gardens, a clubhouse, five dining outlets and a gym designed for Pilates, spinning, and yoga. The retreat will also feature an indoor pool, three outdoor pools and direct beach access.
BodyHoliday is looking to attract visitors from key international markets, including the US, Canada, UK, France, Germany and Italy.
Construction has already commenced. Álvaro Araújo, president of the Municipal Chamber of VRSA, believes the resort will be a game-changer for the region. He
said: “This project will transform VRSA’s tourism landscape, elevating the quality of our offering and attracting high-end travellers.”
The development aims to redefine high-end wellness tourism in the region,
More: http://lei.sr/e8K9V_H
US operator, Life Time, has started the rollout of cold plunges to more than 70 of its clubs in response to customer demand.
In a recent survey conducted by the operator, more than 43 per cent of the 1,000 respondents said they would like to try ice baths and cryotherapy as a recovery practice.
“Cold water therapy is one of the most effective ways to recharge your body and mind,” says Danny King, Life Time’s director of recovery and performance. “By spending just 30 seconds in a cold plunge you can boost your energy, improve your sleep and build mental resilience.
“By integrating this into the comprehensive offerings at Life Time,
we further solidify our position as the premier holistic destination for health and wellness, providing unparalleled opportunities for our members to live healthy lives,” he said.
Life Time’s recovery offerings include rejuvenation suites with saunas, steamrooms and hydrotherapy pools, as well as recovery spaces with stretch programming, Hydromassage and cryotherapy beds, compression boots, percussion massage guns and foam rollers.
According to the Health and Fitness Association, Life Time is the top global chain in terms of revenue, generating US$2.22 billion in 2023.
More: http://lei.sr/t9r7g_H
DIGITAL MARKETING AGENCY
Generates leads
CREATIVE FITNESS MARKETING
Generates Leads
Onsite Sales Team
No Upfront Costs & No Risk
Digital Advertising Across Facebook, Google & Instagram
Open Days & Flash Sales
Guerilla Marketing
Direct Mail
No upfront cost!
Our Sales Team turn these leads into 150-400 new members in just 6 weeks
HealthKey has announced a new partnership with Endurance Zone, which will give its members free or discounted access to more than 200 health services. Endurance Zone lists its clients as including Virgin Active, Third Space, Fitness First and Echelon. A global provider of reward and solutions to help organisations drive engagement, retention and revenue, the partnership marks Endurance Zone’s first foray into the healthcare space. This collaboration will allow its users access to free or discounted benefits, such as private GP appointments, cancer screenings, physiotherapy, blood tests, nutrition advice and mental health support within one platform. This partnership is expected to appeal to health club operators and sports organisations that want to provide combined engagement and rewards with meaningful health benefits to their members. Some
HealthKey is offering healthcare services via the Endurance Zone platform
of these health services may be out of reach in daily life, so including them within a membership, or loyalty programme, can add significant value to the package.
Founded in 2022, HealthKey is a UK healthtech company focused on making healthcare more accessible. CEO, David Jøerring,
says: “Working with Endurance Zone is a great opportunity to bring our health solutions to a wider audience. Our goal has always been to make private healthcare simple and accessible and this partnership helps us do exactly that.”
More: http://lei.sr/w4X5B_H
Peloton has entered into a partnership with the University of Texas to offer the first immersive Peloton workout space on a college campus.
The university’s main fitness and recreation centre, Gregory’s Gym, now features a speciallybranded Peloton room with Bikes+, Rows and workout mats.
This partnership is part of Peloton’s college strategy which was announced in 2023 and aims to partner with universities and colleges to introduce students to the brand and broaden its reach. The initiative involves co-branding opportunities, bespoke benefits for students, concessionary offers and social media engagement.
With new CEO Peter Stern, at the helm there are plans to develop new
products and experiences that lead to better outcomes for members; presence in more places; more ways to connect members with Peloton and its community and to improve unit economics with a cost structure that’s right-sized for the business. Although best known for its digital bike workouts, which soared in popularity during the pandemic, the company is working on the diversification of its offering. Cardio workouts on rows and treadmills, as well as strength workouts are growing in popularity. To support its running offering, Peloton has just released a 10k training programme and new software features such as pace targets.
More: http://lei.sr/P9N3f_H
It felt as though the stars were aligning
There’s a health and wellbeing revolution underway in Sussex, UK, where Wave Active and South Downs Health and Care own and operate the integrated Hillbrow Health and Wellbeing centre, as Kate Cracknell reports
How did your paths cross?
NH: I’m a doctor in Eastbourne and set up the GP Federation, South Downs Health and Care Ltd to provide healthcare at scale. It’s a social enterprise owned by the practices in Eastbourne and surrounding areas.
We deliver things such as weekend appointments, specialist services and – during the pandemic – COVID vaccinations. This is how Duncan and Wave Active came onto my radar, as we used some of their centres to deliver COVID jabs.
But in fact, our spheres had already been getting closer over the years. The Federation has increasingly embraced the concept of multidisciplinary teams in primary care – looking at ways to help people without just seeing a GP – and Wave Active had been doing some really valuable work in Seaford, particularly in the area of hypertension.
DK: In previous roles, I’ve tried to work more closely with primary healthcare – by and large unsuccessfully. The terminology, the business models, the mindsets… There were so many barriers to partnership.
It wasn’t until I became CEO of Wave Active – with 17 sites, including Downs Leisure Centre in Seaford – that I saw a genuine commitment and drive to do more in the wellbeing space. We were having an impact, which was a much stronger story with which to approach potential partners: local GP surgeries, Primary Care Networks and, ultimately, Nick at the Federation.
us about the work in Seaford
DK: Seaford is where we deliver the vast majority of our health and wellbeing interventions, including
stroke rehab, cancer rehab and so on – all the programmes you’d expect from a larger trust. But the bigger step for us was partnering with the local Primary Care Network to deliver a preventative hypertension course that covers both activity and education and is supported by the University of Sussex from a research perspective.
The reason it was a bigger step was that we changed the way we worked with the Primary Care Network, partnering to drive higher uptake and sustained participation. The most impactful change, although it sounds very simple, was in the initial contact.
The way exercise referral normally works is that a doctor signs up a patient on the system and sends them away with a telephone number, with the individual left to contact us to take part in our exercise referral programme. We know that, by using this approach, we lose about a third of people.
In our hypertension programme, we do things differently and the initial contact is made by the doctor’s surgery, with the doctor, the Primary Care Network manager and health coach all involved in the process to improve outcomes.
Those at risk of hypertension are identified and contacted by phone, with the conversation ending by explaining how – if they’re keen to take part – Wave Active will be in touch. It’s made a huge difference, giving great credibility to our programme as well as a boost to doctors, as patients appreciate the proactive approach.
Seaford Primary Care Network has been very engaged and is keen to build on this
relationship. It isn’t just us driving it; with all the pressures on it today, the Primary Care Network also wants to see it grow and develop.
Tell us more about these pressures
NH: We’ve been seeing exponential rises in NHS spending, yet life expectancy has plateaued and a lot of people suffer with multiple comorbidities in later life.
Meanwhile, one in six premature deaths are attributable to inactivity, with around a quarter of the population inactive: one in three men, one in two women and four out of five adolescents.
If everyone achieved the recommended 150 minutes’ activity a week, around 30 per cent of dementia cases and even some cancers might be reduced and 70 per cent of hip fractures prevented, not to mention the positive impact on all the classics, such as diabetes, heart disease and stroke.
However, it’s a really steep curve, with huge benefits for morbidity and mortality – and knockon savings for the NHS and care sector – just from becoming a little bit more active.
And so we see collaboration with Wave Active as a very progressive way forward, all actively supported by Eastbourne Borough Council.
We’ve been seeing an exponential rises in NHS spending, yet life expectancy has plateaued
What was the starting point?
NH: I’d always wanted to do some form of community outreach involving physical activity, so when Brighton University announced it was leaving Eastbourne and giving up its Hillbrow sports centre, it seemed too good an opportunity to miss. I approached Duncan just as he was approaching me with the same idea: to come together and create an integrated health and wellbeing service. That’s how we ended up pitching together to take over ownership of the site.
DK: We had to go through a competitive process, but we were selected as the preferred buyer and our new partnership – Hillbrow Health and Wellbeing Ltd – now owns the freehold to the site.
NH: Set against the political landscape and the country’s health and economic needs, it felt as though the stars were aligning. We’ve created an organisation that can work across sectors and disciplines to support prevention in its broadest sense.
We want to normalise activity as part of everybody’s lives – and throughout the whole pathway of an individual – with the expertise to reassure them that it’s OK to exercise. It’s about being person-centred, meeting everyone where they’re at, to enable them to have the best possible health and wellbeing.
What’s the model at Hillbrow?
DK: Wave Active and South Downs Health and Care co-own Hillbrow Health and Wellbeing Ltd – an organisation limited by guarantee that’s currently with the Charities Commission waiting to be registered. Each of us has a 50 per cent ownership of this entity, which in turn owns the site at Hillbrow.
NH: We believe strongly in our preventative healthcare vision, so we’ve gone off on our own to do this.
This is a mission- and purpose-driven concept that’s fully funded by us. As a GP Federation, we rely heavily on NHS contracts. However, these aren’t entirely
There are huge benefi ts for morbidity and mortality – and knock-on savings for the NHS and care sector – just from people becoming a little bit more active
predictable – we have no guaranteed income – so we started looking at how else we might continue to improve the lives of the people in our community. That has included identifying other revenue streams, of which Hillbrow Health and Wellbeing is one.
We just tipped over 1,000 members and will be revenue-producing with 2,000–2,500 members, which should certainly be achievable by year three. We aim to reinvest those revenues into our vision, as well as seeking other funding from NHS contracts, grant or Lottery funding.
We’ve also started delivering some private services for those who can afford them and want to pay. And we have some space at the centre that we’ll be letting out to services such as musculoskeletal diagnostics and physiotherapy – creating additional pathways on-site –as well as GP training and CPD in our lecture theatre.
How integrated is Hillbrow?
NH: Integration is in our very DNA. We aren’t just co-locating. We are one Hillbrow: one entity that has clinical governance embedded into its foundations. We’ve taken the very deliberate step of forming an organisation that’s 50/50. We’re ready to learn together.
DK: We’re looking to cover all five strands – sport, physical activity, active health, clinical active health and clinical – under one roof.
Active Health is already in place at Wave Active, with 30 different behavioural change interventions for people with health conditions, injury or illness. The programme includes cardiac rehab, stroke rehab and hypertension, chair-based activities and falls prevention, but also support for menopause and pregnancy. It’s a broad offering and something we’ll now be introducing at Hillbrow, along with all the sport and physical activity services and facilities you’d expect from us.
Hillbrow will create a blueprint of what works, speeding up the learning and reducing friction for others who have the desire to do something similar
NH: From a clinical perspective, we’re converting the old canteen into around 20 clinical rooms. This will mean GPs on-site and actively involved in the integrated pathways.
DK: We’re currently working on and looking to launch a membership that will include a number of private GP appointments. It may even be that these can be donated to family members or those in need; we’re still working through the details but are keen to embed a sense of charity throughout. We’re also exploring opportunities for the Wave Active team to support South Downs Health and Care in much the same way as pharmacies take pressure off GP surgeries. Of course, there’s lots of core clinical stuff we can’t do, but things such as finger-prick blood samples to test for cholesterol? Why couldn’t we do that?
We only opened on 1 August 2024, so we’re doing a lot of thinking and talking at the moment. This is a long-term project and we’re not yet implementing everything; it will be a phased approach. But the good thing is we’re set up, ready to go and having those conversations.
NH: We’re even planning to have a single checkin; we’re just working out the Care Quality Commission zoning requirements to enable that. We’re also looking to provide a space for Intermediate Care Teams to work – the Integrated Community Teams that span the breadth of health and social care, from adult social care to Primary Care Networks, hospital trusts to the third sector – to enhance collaboration and partnership.
DK: While we want to run a lot of the things ourselves, we realise it’s a complex area with lots of partnership, so we want to facilitate that.
DK: From winning the bid to taking over the site, it all happened very quickly. The current focus is, therefore, on mobilisation, transferring existing members and implementing procedures and processes. Activities are also happening and we’re out there pushing for new members. We’re moving in the right direction.
We’re also introducing an Active Health and Wellbeing programme, starting with the first few activities – including falls prevention.
Our clinical rooms are now up and running. We’re also hoping to have MSK and physiotherapy services in place soon, as well as reformer Pilates.
NH: Our integrated GP and leisure membership will go live soon. It will take a couple of years for the clinical side to reach full capacity, as we need to undertake some building work, but we’re about to launch our GP presence so things are coming together.
Has the team needed specialist training?
DK: The Wave Active Health team already includes three part-time Primary Care Network managers, a nurse, a health coach and three health improvement practitioners. We’ve reached out into primary healthcare to bring in staff who can pull the two different worlds together; the head of Wave Active Health was previously at the Royal College of General Practitioners and now works part-time for us and for Oxford University. It is this team that leads on our broad programme of Active Health interventions. We also have experience of working in partnership with clinical experts, not only through our hypertension programme, but also through initiatives such as Escape Pain, where clinical staff – therapists and physios – are on-site in our centres to support our leisure staff.
NH: Meanwhile, GPs are now more awake to the challenges of inactivity – but it’s also the case that one in eight people we advise on physical activity will actually become active. I believe having a truly integrated centre will be transformative, not least with GPs on-site to have those conversations and provide reassurance. In turn, I think our GPs will be encouraged to recommend activity more and more.
There are even health commissioners who don’t fully understand what we do
NH: We want to reduce the incidence of comorbidities in the community. This is something we’ll be able to measure, but our impact will only really be seen years down the line.
In the meantime, engagement in physical activity will be a key measure, moving people from inactivity to activity. Loneliness is also something we will be very focused on, as well as self-reported quality of life.
DK: We also want to establish Hillbrow as an exemplar of how two very different models and mindsets can come together and work seamlessly as one entity, achieving the highest standards in all quality measures across the board. We’re embarking on a journey of discovery in terms of how we do this.
What will be your greatest challenges?
DK: Getting the community to understand the full range of services being offered will undoubtedly be one of our greatest challenges.
In our Wave Active centres, people attending our Active Health programmes love them – not just the activities but the peer support and social element. However, communicating just how impactful these activities can be – the positive effect they can have on people’s lives – is a challenge. There are even health commissioners who don’t fully understand what we do.
Kerr and Harvey say Hillbrow is creating a blueprint for what works
At Hillbrow, we’re also going from a standing start under a new brand; we won’t be talking as Wave Active or South Downs Health and Care. We need to communicate a new combined entity, a blending of two sets of strengths, so language is going to be vitally important.
NH: And of course there’s a financial risk. We have a dynamic, proactive board of trustees and a strong, knowledgeable, insightful group of individuals coming together to support us on this journey. But there are no guarantees, no commissioned service that’s been dangled in front of us. It’s our mission. Equally, that’s pretty liberating. There are definitely pros and cons to that.
Is this a scalable model?
DK: The availability of the building was what brought the urgency to this project, but there’s no reason why we couldn’t do the same or similar elsewhere.
The important point is that – although 20 years of thinking sit behind this project – at the moment it’s still an unknown.
Hillbrow will create a blueprint of what works, speeding up the learning and reducing friction for others who have the desire to do something similar.
NH: I think it will take some change in the way services are commissioned to see huge change, though. We’re not incentivised as GPs to put a lot of energy into prevention. We’re certainly seeing the NHS and UK government waking up to the prevention agenda, including the government’s stated aim of moving from sickness to prevention,
but the UK will never really tackle its problems without pushing investment upstream. If commissioning could support GP practices’ longer-term visions, rather than always being short-term or short-sighted contracts, I actually think there are swathes of GPs who would be very keen to work in this way.
DK: The call to action has to be this. We really can have an impact and make an impression and we have the support of our local politicians. There is certainly synergy with government policy, too. However, it would really help if we could attract some funding support for this innovative, in-the-community, prevention-focused healthcare model. ●
More: www.hillbrowhealthandwellbeing.org
In an industry where cost is often the focus, Active IQ stands apart by delivering more - more quality, more support, more value.
We know that price matters, but when it comes to qualifications, reliability, and long-term success, quality is non-negotiable. That’s why we offer:
Industry-leading qualifications – Designed with employers to meet workforce demands
Comprehensive support – A dedicated team invested in your success
Added value – Free CPD, FitPro membership with eLearning purchases, and extra resources at no cost
A trusted partner – Transparent pricing, no hidden fees, and a gold-standard reputation. Why settle for less? Begin with better. Choose Active IQ.
Samsung UK’s new health suite is offering next-level employee wellness in partnership with Technogym
Samsung Electronics is a tech leader with an ecosystem of products that improve lives and its holistic approach to employee wellness extends to supporting employees in and out of the office.
With more team members returning to hybrid working, the company has created a state-of-the-art gym at its UK headquarters.
Samsung supports 1,700 colleagues, with 900 in its head office. It wanted to deliver physical and digital wellbeing solutions to help them care for their physical and mental health.
Technogym was chosen for its R&D, innovative solutions, immersive content and digital ecosystem and Natalie Prempeh, people director at Samsung UK, explains how the facility has strengthened the company’s corporate wellness programme.
Best-in-class partner for digital journey
“Technogym’s equipment is industry-leading,” says Prempeh. “Like us, the company is more than its products and values solutions that support a healthier world. Technogym also provides the analysis, digital and proactive support we need.”
Technogym
induction and assessment, to education, content and biofeedback. It also gives HR the opportunity to analyse user data, ensuring the gym delivers.
Best in class solutions
The health suite includes a state-of-the-art gym with Technogym products, including content-rich Excite Live cardio, Biostrength strength equipment, the high-performance Skill Line and strength accessories.
Samsung has leveraged Technogym’s AI-driven offers to create a user experience, starting with Technogym Checkup which allows an initial assessment to track Wellness Age and progress across a range of metrics, including body, cardio, strength, balance, mobility and mind.
Technogym Corporate Club Solution offers Samsung colleagues a streamlined set of services from
Technogym has given us fantastic support with the new space. It’s been a great collaboration
Natalie Prempeh, people director, Samsung UK
Technogym Coach supports employees using AI to design personalised training plans based on Checkup data, while Technogym App guides them through every step of the experience. Employees can engage in challenges built into their corporate wellness experience and Prempeh says she’s already noticed friendly competition between team members who can view each other’s performance results.
Technogym App includes a recorded induction and guides users through equipment use.
It also collects biofeedback, adjusts training goals and allows colleagues to track progress. The Technogym digital ecosystem also supports colleagues working from home and travelling, with robust solutions for holistic wellbeing.
Wellness Champions lead the way
Samsung’s health suite has been designed to motivate all colleagues, including those who’ve never used a gym.
Before it opened, Samsung appointed Wellness Champions who tested the equipment, reporting back to Prempeh and her team. Uptake for the pilot group was enthusiastic, with 90 people applying.
Since opening, the Wellness Champions have shifted into a role of advocacy and long-term engagement, helping others use the gym and encouraging conversations around health and wellness.
For the launch, Technogym’s expert trainers offered in-person support, running group exercise classes, facilitating inductions and helping early adopters get the most from the solutions. The facility will ultimately run on Technogym’s digital ecosystem.
Feedback has been overwhelmingly positive, with an impressive 82 per cent of Samsung employees actively engaged with the programme in the first three months.
Prempeh has observed a boost in employees’ energy levels and job satisfaction and the team is confident
the new facilities will not only enhance employee retention, but also attract new talent to Samsung.
“Technogym has given us fantastic support,” said Prempeh. “The team helped us make decisions about the space, advised on how to engage colleagues, and helped us educate employees around health and wellness. It’s been a collaborative experience and we’ve ended up with a fantastic addition to our wellness offering.” ● ● More: www.technogym.com
I’ve
given my business everything, and it’s sucked half of my soul out of me, but I can’t imagine life without it
Co-founder, Frame
Pip Black and Joan Murphy co-founded group exercise concept, Frame, in 2008. Taking on investment, they expanded to eight London studios, then when the pandemic killed footfall they bought it back to save it.
Black talks to Kath Hudson about the heart-wrenching decisions needed to make their muchloved business sustainable again
oan and I bought our business back in 2022 via a pre-pack administration deal. It felt as though we were back in start-up mode, 14 years after we originally launched and it was humbling to have to pare back the costs and take everything into our own hands – writing emails and cleaning toilets – and put in all the hours and the grit again.
It was slightly easier the second time around, as we had the learnings of the first time, but harder in the sense that we were at a different life stage.
Having been growth-focused since 2009, the hardest thing of all was making the tough decision to shutter two of the eight sites, when expansion plans had been to increase the footprint nationally. We've always had a goal of opening more sites and of more sites equaling more success, so having to close studios felt as though we were going backwards. For ambitious self-starters, it was a knock to our confidence.
It was an incredibly tough decision to close our Farringdon location – which had received no rent discount over the whole COVID period, at a time when our private equity investors, were being very unsupportive – as well as closing the strongest performing central London location in Fitzrovia.
The Fitzrovia studio was a fitness destination: 12,000sq ft, with a great fit-out and a fantastic vibe and before COVID it had made profits of over £500k a year.
Although we tried our hardest to keep it going, we weren't able to negotiate the right sort of deal with the landlord. It was a big site, with really high rent compared to the others, including downstairs space
When you genuinely think something is right, the pain is worth it. Don’t give up too easily, there will always be difficulties
that we let out as a café. In 2022 there was very low footfall in central London and it got to the point that we decided it was untenable to keep it open.
Joan and I have great relationships with all the crew – we’re like a big family – so there was huge guilt and a feeling that we had failed the team and
Sometimes it feels like the end, but we can move forward if we’re surrounded by the right people
the customers who had stuck by us through the pandemic. While dealing with those emotions, we had to navigate these decisions and make the team feel secure and that we were in control of the situation.
There's so much that goes on when closing a site and it needs to be carefully project managed. We had created a community and a responsibility comes with that.
There are also so many different stakeholders who need to be communicated with in a subtly different way and a load of tasks on the operational side, such as informing the utilities and moving the equipment.
As founders, the business was an intrinsic part of both of our lives, so neither Joan or I could just go home and forget about it. It consumed us. We practiced what we preach and used all sorts of different techniques, such as meditation, breathwork and yoga, to bring down the adrenals and cortisol. I turned towards spirituality and nature for guidance.
A lot of that has filtered down to Frame and we started offering workshops and themed classes, journaling, manifestation, and restore and release yoga. We now have quite a significant offering around mindfulness and wellbeing.
One of my learnings from this experience is that no matter how hard something is at the time, you can come through it and it does build resilience. It’s definitely something I try and teach my team, who are slightly younger and maybe haven't had so many tough experiences.
Sometimes we can be in situations where it feels like the end, but if we're surrounded by the right people we can move forwards and leave things in the past. Although tough, it was the right decision to close Fitzrovia. We've been able to create a sustainable business again and everything was so slow to come back to central London that we wouldn't be here anymore if we’d held onto the site. Three
years later it’s still empty, which is ironic, given the landlord wouldn’t reduce the rent, so maybe the next part of the story is that we get it back! We learned so much through this experience, and at the same time launched our On Demand offering which has become a significant area of growth.
The pain is worth it
This wasn’t the first time we’ve had to fight for our business. Joan and I set up Frame when we were in our mid-20s, in two Shoreditch railway arches. A week before we launched, we were told the road would be shut for six months and no one would be able to access the space.
We hadn't even started the business so maybe the wisest idea would have been to have bankrupted the company and opened up as a different one six months later, but we’re not those people and we wanted to pay back the contractors who had done the fitout. So we hired the space out for all sorts of random occasions, and spent a lot of very late nights and early mornings running events in these arches until the road was opened and we were able to start trading.
At the time it was horrible. We had no money and were sleeping on friends’ couches. It's not nice being a young female looking after a property that’s being used by hundreds of people and has a toilet that doesn’t work. But we got through it and that gave me the resilience I needed to be a business owner.
And the business works. I’ve always believed in it and when you genuinely think something is right, then the pain is worth it. Don't give up too easily, there will always be difficulties. I've given my business everything, and it's sucked half of my soul out of me, but I can't imagine my life without Frame. We have tremendous goodwill and an amazing community of more than 250,000 Framers. l
Feedback from Corinthia guests since the gym received its cutting-edge upgrade has been overwhelmingly positive, with the space setting a new luxury standard
Chris Hull of BLX BOX talks us through the redesign and upgrade of Corinthia London’s gym, where strength training and small group PT have been given a five-star focus
ffering a contemporary five-star hotel experience in the heart of the UK capital, Corinthia London has long been the hotel of choice of high-flying professionals, A-listers, world travellers, professional athletes and health-focused individuals, so when the property decided to upgrade its gym space –which is located within its wider wellness offering of the ESPA Life day spa – it knew it needed to offer something way beyond the ordinary.
With the trend for strength training ever expanding, seasoned travellers are increasingly expecting access to expert training environments wherever they stay. Hence Corinthia’s decision to partner with fitness
Small Group PT sessions are a key part of the offer
provider AMP (Athletic Medical Performance) to bring guests the experience of complimentary small group personal training (SGPT) sessions, with global supplier BLK BOX chosen to design and deliver the installation.
BLK BOX’s business development manager Chris Hull, says: “The brief from Corinthia was to create a luxury fitness space that aligned with the brand and provided guests with a world-class training experience.
“Corinthia wanted functionality and elegance which gave us the freedom to explore innovative concepts, while ensuring everything met its high standards for luxury and usability.”
The hotel gym space was more generous than usual, at approximately 190 sq m, providing BLK BOX with great scope for creativity, but there were also obstacles to overcome.
“Acoustics were a big challenge,” says Hull. “Given the multi-use nature of the hotel and the gym’s proximity to the wellness and spa suites, soundproofing was critical.”
BLK BOX addressed this through the careful selection of materials, including acoustic rubber flooring and wall treatments to minimise vibration and noise.
Another challenge was maximising the functionality of the space, so the gym has both a specialist and a wider appeal, without compromising the interior’s
clean, sophisticated aesthetic. This was achieved by creating a layout that emphasised flow and ease of use, with designated zones for strength training, functional fitness and mobility work.
BLK BOX designers used premium finishes such as matte black rigs, brushed stainless steel accents and wood tones to complement Corinthia’s modern aesthetic, while soft lighting and mirrors were strategically placed to enhance the sense of space and create a refined atmosphere.
The brief from Corinthia was to create a luxury fitness space that aligned with the brand and provided with a world-class experience
The range and quality of equipment specified by BLK BOX rivals that of any niche or boutique training space for serious fitness fans. It includes functional training rigs, adjustable benches, functional cable machines, BLK BOX’s Signature Nexus Squat rack and a selection of dumbbells, kettlebells and Olympic barbells.
The flooring is heavy-duty ‘Fusion’ rubber for durability and acoustic performance, with wooden platforms in lifting zones adding a designer touch. Storage solutions were fully integrated into the racks to minimise clutter and maintain a clean, organised look.
Chris Hull, BLK BOX
Hull continues: “We saw an opportunity to work with Corinthia and build a gym that becomes a valuable asset – a place guests genuinely want to use as part of their stay. Strength training and functional conditioning were prioritised to meet the demand for more personalised, results-driven fitness experiences.
“Working with AMP, we’ve designed a space that provides flexibility for both independent workouts and small group sessions. It ticks all the boxes.”
Feedback from Corinthia guests has been overwhelmingly positive, with the space setting a new standard for what’s expected by luxury hotel guests.
Hull concludes: “Luxury hotels are moving away from basic fitness rooms and investing in fully-equipped, bespoke gym spaces. There’s a growing focus on creating an environment that rivals boutique fitness studios.
“We’ve completed a number of projects at leading international hotels, including Corinthia properties in New York and Brussels, Bulgari Hotels in Japan and Milan and J Club in Dubai.
More: www.blkboxfitness.com
Research conducted by the Vitality Health Institute, found the pressures of life mean that only 23 per cent of UK women meet WHO physical activity guidelines. Kath Hudson finds out what the industry can do to make exercise a non-negotiable
Creating systems that work for women is not their responsibility. We can’t blame them for struggling to adapt to systems that weren’t designed with them in mind
Baz Moffat
Co-founder
The findings from Active Women, Healthy Lives: Understanding Barriers to Women’s Participation in Physical Activity are frustrating, but not surprising.
We’ve long known that women face barriers when it comes to physical activity – barriers men often don’t encounter. For example, finding the time for it when they have to balance work, caregiving and household responsibilities, or the pressure to exercise for weight management, which makes exercise feel like punishment instead of something they can do for fun, socialising or personal achievement.
The report quantifies these barriers and confirms that activity levels remain stubbornly low in women throughout life. The numbers confirm what we’ve been noticing for years, but seeing them laid out is a powerful call to action.
It’s important for operators to create a welcoming and judgment-free environment, which is very easy to say and far harder to do, day in, day out. With 37 per cent of women saying that their pelvic floor health stops them from exercising, having clean toilets with freely
available sanitary products and not doing high knees or star jumps in a warm-up, make a huge difference. As does welcoming everyone into the class – even when they’re late.
We need to have well-qualified instructors who coach women to move and exercise in a way that’s designed for their age and experience, so they feel they‘re being looked after by people who understand their bodies.
We also need to shift the focus of exercising away from weight management to function and health. The messaging around women’s fitness has historically leaned heavily on weight loss or looking a certain way, which is demotivating and unsustainable in the long term.
We should focus on the benefits of exercise, such as stress relief, improved mental health, better sleep and increased energy. When we focus more on what women gain, instead of what they’re trying to lose, it feels more empowering. Sharing relatable stories of women who find joy or rediscovered confidence through movement can also be very inspiring for others.
The report found that women do want to be more active – nearly
three-quarters of them said this – but they struggle against a system that doesn’t acknowledge or prioritise their needs to achieve this. The fact that walking is the most common activity shows that accessible options are essential to get women moving. But it should be a starting point, not the only option. We need to consider how we make other forms of activity just as accessible and appealing.
It’s also important to understand that creating systems that work for women is not their responsibility. We can’t blame them for struggling to adapt to systems that were never designed with them in mind.
Employers, partners, friends, the government and fitness industry, all have a role to play in helping women be more active – facilitating childcare and making exercise accessible during the workday, with initiatives such as walking meetings or exercise ‘snacks’, are good places to start.
To achieve the systemic change we want to see, we must understand that women go through numerous pivotal life stages which impact everything in their lives to the point that fitness often drops to the bottom of their list.
Sophie Lawler CEO, Total Fitness
Kerry Curtis Director of brand development Total Fitness
In the last 12 months, Google search trends for ‘women’s only fitness’ have increased by 80 per cent. In the last 12 months, we’ve also opened two women’s gyms in response to customer demand.
We’re delighted this is now a hot topic because, historically, gyms have been designed with men in mind. A tailored built environment is key to attracting women. We can’t
We need to see more innovation from suppliers around making equipment female-friendly
pretend the gym environment isn’t intimidating, which is a big barrier for many people, especially women. As operators, it’s our responsibility to make spaces both physically and mentally welcoming and built to accommodate the needs of our customers. A simple thing for building confidence is easy access
to a bathroom from the workout space and not including star jumps in group exercise workouts. As a result of our own research and deep listening, we’re not on board with segmenting women according to life stage. This is too simplistic because women can have different needs at different points in the month, completely irrespective of life stage. It takes hard work to establish the common needs that unite all women and that’s what we’ve been doing. There needs to
be awareness training and we’ve been offering this to our team members for many years. But it’s in the background, it doesn’t need to be put on the gym floor.
One of the biggest feedback pieces we’ve had about Women’s Gym is that they need to have a calming atmosphere. Feedback has validated the decision we made to create a lighter, welcoming space, using a colour palette of peach, grey and blues. Not pink. We‘ve used light to help cast the eyes up – as women tend to look down for wayfinding – and then strip lighting to direct the eye beyond what they can immediately see. This helps women to look up and ahead with more confidence.
We‘ve also created zoned spaces which offer choice: some with mirrors, some without; an area with air con and an area without; areas with music, areas without.
The whole environment is not overstimulating, so there are no TVs and it’s never overcrowded. Our changing rooms are well thought out too, with individual shower and changing cubicles. Because of the environment being so calm and welcoming and the way we’ve laid it out, it doesn’t feel intimidating. Our figures show that 62 per cent of our members have had the confidence to try something new. It’s a place to experiment without worrying about feeling stupid.
We’ve also found it’s really unhelpful to talk about fitness as ‘me time’. Our listening has evidenced that women can easily feel guilty about most things and
so we interpreted that it would be unhelpful to position Women’s Gym as anything else but a gym for women. We take women’s fitness seriously and women working out needs to be normalised rather than positioned as something that must have time carved out for.
We need more innovation from suppliers around making equipment female-friendly. We haven’t been able to achieve the economies of scale of a main equipment partner because there wasn’t any company that could do the full range. An evolution from black equipment would be welcome: it can make spaces feel dark, intimidating, masculine and tough, which is unhelpful.
Women should be encouraged to make more time for themselves
Joan Murphy
Co-founder
Frame
I’m both unsurprised and deeply saddened that only 23 per cent of women in the UK are meeting activity guidelines.
I believe this reflects the overwhelming societal pressures us women face – caregiving in its many forms, work and the guilt many feel about prioritising themselves. The fact that so many women see exercise as a nice-to-have rather than essential for health and mental wellbeing speaks volumes and shows we still have a long way to go to normalise exercise as a fundamental part of women’s lives.
I love that the Vitality report emphasises that this situation isn’t women’s responsibility to fix. For too long, society has placed the burden of change squarely on women, when structural and cultural shifts are needed. In order to make an impact, we also need to shift the narrative away from appearance or weight loss to benefits such as mental clarity, strength and energy.
The drop-off in participation during the teenage years is alarming and I question why schools still focus on sports for PE. Competitive sport does not have a universal appeal and there need to be options offered that are more inclusive and less intimidating, for example focusing on the joy and health benefits of movement rather than competition or performance.
Exposure to a variety of movement options in schools, including yoga, Pilates and strength training could have a positive impact on activity levels.
We also need relatable role models who prioritise exercise – mums, professionals and women of all shapes and sizes – can inspire others. To make a meaningful change, we need to foster a culture where women feel that movement isn’t just for fitness, it’s for mental wellbeing, connection and empowerment. Exercise should be a celebration of what our bodies can do, not a punishment for how we look. And we need to ensure every woman feels supported in making time for herself without guilt or judgment.
Exercise should be a celebration of what our bodies can do, not a punishment for how we look
Frame focuses on making exercise enjoyable and inclusive. We have the mantra that choosing a class you enjoy is the best class for you. We pride ourselves on creating a space where everyone feels welcome, comfortable and unjudged and offer an extensive timetable to make it as easier to fit exercise into busy lives. For those with time, location and financial constraints, and people who feel too embarrassed to try new things in public, we have designed Frame Online.
Serco Leisure is implementing an Active Wellbeing strategy to help address health inequalities with a definite focus on women and girls
Sarah Berne
National wellbeing manager
Serco Leisure
The amount of pressure that is generally placed upon women across the life course is phenomenal. Girls and younger women feel the pressures to be strong academically and be a solid friend while dealing with their bodies changing rapidly. What they could do with ease activity wise before puberty can feel harder, or more exposing, as they mature.
Through their working lives, women must juggle career demands and the absence that comes from starting a family. Following maternity leave women can often find themselves a few steps behind their male counterparts and feel as though they must work harder to catch up, all while juggling the mental load that comes hand in hand with operating a household and ensuring children are thriving academically, emotionally and socially.
I agree with the recommendations that men need to step up: both in the equal division of the unpaid, unseen labour that goes on in the majority of households and also in the gym or exercise space. If you see a woman being active outdoors, give her space, cross the road, let her know she’s safe. In the gym environment, be aware of the women around you, give them the space they need to do their routine and definitely don’t mansplain!
Women fear being judged when they exercise because they’re bombarded with images of younger, picture-perfect, Instagram-ready women. Seeing pictures and campaigns of real women, of all ages, shapes and abilities will help them know there‘s a space for them. I fully agree with the recommendation that we need to look at different cohorts of women and their needs when it comes to being physically active. There‘s a huge knowledge gap across our sector on the effects of
perimenopause and menopause. Often the message to all women is around how exercise can help you burn calories. However, by reframing the message to fit the various stages of our life, it can start to resonate at a more meaningful level on the relevant benefits.
Serco Leisure is implementing an Active Wellbeing strategy across all contracts to help address some of the challenging health inequalities and within this we have a definite focus on women and girls. We have numerous This Girl Can initiatives running across our centres, including backing the “Lets Lift the Curfew Campaign” by offering free supported walks and runs in areas of demand for women and girls of all ages to come along and feel safe outdoors during the dark nights. Planned in for 2025 we’ll have a focus around training our staff on exercise and the effects of menopause and wider training around understanding behaviour change.
There’s a big knowledge gap in the sector around menopause
As a wife and mom of three young boys, with a very full career, I felt a deep connection to the findings of this report. It highlights how life demands – for example work, family and caregiving – often take priority over exercise. It’s encouraging to see this issue being highlighted, as it underscores the need for tailored solutions to support women in staying active.
Operators could help to remove barriers, for example by introducing group fitness classes with a social focus, such as themed workouts, buddy systems or post-class meet-ups, as well as hosting social
events, such as wellness workshops, fitness brunches, or outdoor activities that blend fitness with social connection. Gamification, challenges and rewards can also make workouts more engaging and interactive.
The other opportunity is making people feel welcomed no matter where they are on their fitness journey. Our No Judgments philosophy is not just a tagline – it runs deep within every team member at our gyms.
We’ve introduced a number of initiatives to increase engagement with women and seen a positive response in terms of membership retention and engagement.
We’ve added kit that women are asking for, including that which focuses on glutes and abs. Flexible class schedules and childcare services are offered in many of our gyms to accommodate busy mothers or caregivers.
Our new Hot Studio offers a wide variety of classes, from Hot Yoga to Hot Pilates to Hot HIIT, in a boutique setting. The new Relax & Recover space has been designed to feel premium and spa-like: a retreat in and of itself. We also have a great balance of male and female trainers and have had very positive feedback from our female PT clients about the impact this has made for them.
There is the opportunity to redefine fitness messaging to focus on holistic health and wellbeing, rather than weight management: the overall wellbeing, improved mental health, strength, energy, social aspects, self-confidence boost and decreased stress levels, as well as a form of self-care and empowerment.
Imagery and language used in marketing also needs to reflect diverse body types and fitness goals.
It’s critical that we, as an industry, address the unique challenges women face in prioritising exercise. Operators that create flexible, inclusive and supportive environments will win with women and help them stay active. We also need to listen, turning members’ insights into innovation. I love listening to our members’ stories. Their challenges. Their Why. They will tell you exactly what’s on their mind.
Only 23 per cent of women in the UK engage in 30 minutes of exercise a week, or do 7k steps/day five or more times a week
80 per cent say time is a barrier to exercise versus 35 per cent of men
36 per cent of women feel guilty taking time for themselves
Work, caring and chores are seen as nonnegotiable while exercise is a nice-to-have
82 per cent said lack of motivation is the main reason for not exercising
65 per cent said it was down to lack of enjoyment
62 per cent cited fear of judgment about their ability or body image
One million girls who once considered themselves sporty disengaged after primary school
37 per cent said their pelvic floor health stops them from exercising
41 per cent say they would like to move more
64 per cent say walking is their movement of choice
Gym-based classes are the second most popular activity, at 27 per cent
Provide better information
Move the conversation away from weight management
Embed training about the different life stages women travel through
Offer more inclusive facilities, including childcare if possible
Make health checks part of the offering
Focus on fun and social opportunities
Provide snackable workouts at flexible times
More: www.HCMmag.com/Vitality
The Gym Group partnered with Baz Moffat and The Well HQ in 2023 to launch the Female Health First programme to equip teams with specialist knowledge on female fitness and translate this to the gym floor to make the gyms welcoming spaces for women.
To date 170 members of staff have completed the course, which includes female functional fitness classes, pelvic floor health workshops, female-focused weight training and small group training sessions.
“Being able to provide these kinds of sessions for our teams helps them open up conversations around female training, supporting our members to better understand how they can work comfortably and effectively and to see exercise as an enjoyable, important part of their routine,” says Laura Travis, female health first lead at The Gym Group.
Ruth Jackson, chief people officer at The Gym Group says the knowledge and benefits are being shared around the company: “We’re seeing the fantastic benefits of empowering our gym teams with specialist knowledge on female fitness, and how that helps us to ensure our gym environments are even more welcoming and inspiring for all, including bespoke group exercises classes and one to one support to help women at every life stage.”
In the last two years, The Gym Group reports that it has trebled the number of training sessions available on a female-only basis under its Weights for Women programme. ● The industry needs more
goal is
The fitness market in the Middle East is thriving, with the low-cost sector set to gain greater traction over the next few years. GymNation’s recent report uncovers the changing consumer factors fuelling this growth
Interest in healthy lifestyles and getting active is growing rapidly among consumers in the Middle East, with a recent industry survey revealing that 92 per cent of respondents want to improve their health and wellness (compared to 76 and 75 per cent in the UK and US respectively).
The inaugural 2024/2025 KSA and UAE Fitness Report – commissioned by leading Middle East-based low-cost gym operator, GymNation – the largest survey of its
New research from GymNation found the market has huge growth potential
kind in the region – reveals a fitness market that’s set for transformative growth over the next five years.
Karl Foster, CTO of GymNation, says: “We conducted this research to live up to our commitment of empowering our communities to strive for healthier, more fulfilling lives. Our goal is simple but ambitious: to democratise health and fitness for all.”
Covering topics such as consumer perceptions and behaviours, socio-economic factors, as well as barriers to entry, the report includes responses from 9,644 individuals across the Kingdom of Saudi Arabia (KSA) and the United Arab Emirates (UAE).
New entrants
Over half of new GymNation members surveyed had no membership 12 months before joining, indicating consumers are entering the market in larger numbers. Currently, strength training is the most popular gym activity (47 per cent KSA, 52 per cent UAE),
followed by running clubs, yoga and Pilates, mindfulness classes and Hyrox-style workouts.
However, for those who have yet to join a gym, cost is cited as a major barrier – perhaps not surprising considering Dubai was ranked the third most expensive city in the world for gym memberships, while Riyadh was fifth, according to Deutsche Bank Research in 2019.
The GymNation report shows that more than half of respondents (51 per cent KSA, 53 per cent UAE) believe current gym memberships are too expensive, suggesting there is much room for the expansion of lower cost offerings.
‘Gymtimidation’ was also cited as a barrier, with respondents afraid of not knowing how to use the equipment (women 75 per cent, men 50 per cent) and feeling self-conscious about exercising in public (34 per cent of both women and men).
‘Major social hubs’
For those KSA and UAE consumers who have joined the fitness crowd, interest and enthusiasm is strong and growing.
Around a quarter (27 per cent KSA, 25 per cent UAE) see their gym as a ‘major social hub’, while almost half (46 per cent KSA, 43 per cent UAE) consider the gym to be part of their social life.
A significant number of these members are planning to invest more in their health. Over half of the GymNation respondents (62 per cent KSA, 55 per cent UAE) plan to increase their wellness spending in 2025, indicating a buoyant market that’s ripe for continued expansion.
Reasons cited for this increased spending include fitness becoming more of a passion, people wanting to invest in gym clothing and wearables, as well as a desire to upgrade to premium memberships and services.
Against this robust market backdrop, GymNation has ambitious plans to improve accessibility to low cost gym memberships for consumers seeking high quality facilities and value for money.
After a successful 2024, where the UAE-founded company launched six gyms in Saudi Arabia (adding to its 14 UAE locations) and surpassed 110,000 members, 2025 is shaping up to be even bigger and better.
Strong forecasts
CEO and founder of GymNation, Loren Holland, says: “The Middle East market is in the early growth phase of the low-cost fitness segment, similar to what the UK experienced in 2011 when this market began to gain traction.
“Our theory is supported by individual research from the Ministry of Investment and the Ministry of Sport (2023), which provides a fiveyear forecast indicating low-cost membership growth at 35-45 per cent CAGR.”
With confident predictions like these, backed up by data from the GymNation survey, the future
of the Middle East fitness market – especially in the low cost sector – looks bright.
Holland continues: “We hope this research inspires action in our sector and ultimately leads us toward a more active, inclusive and healthfocused future as this region continues to evolve.
“GymNation is gearing up for an even bigger year in 2025 with an ambitious strategy centred around expansion and innovation.
We’re planning 20 further locations across the UAE and KSA, while staying true to our mission of making fitness affordable and accessible to everyone.” l More: www.gymnation.com
Representing the next generation of hosted buyer events, designed to bring together like-minded leaders in the club and fitness industry through scheduled meetings, interactive education sessions, and purpose-driven networking experiences.
Connecting suppliers with buyers representing North America.
September 21-24 • Four Seasons Hotel Westlake Village, California
Nestled in the Santa Monica Mountains, Four Seasons Westlake Village offers a serene luxury five-star retreat with a world-class spa, gourmet dining, and beautiful gardens, perfect for both leisure and business.
Connecting suppliers with buyers representing Europe and The Middle East.
October 14-17 • Higuerón Hotel Malaga, Spain
Higuerón Hotel Curio Collection by Hilton is a five-star luxury hotel on the Costa del Sol, offering stunning Mediterranean views and a blend of contemporary design with local culture. Contact Our Team Today!
info@weworkwellevents.com www.weworkwellevents.com
Cliff
The European fitness sector finds itself at a critical moment as new policy initiatives from the European Commission and World Health Organization (WHO) seek to address rising physical inactivity levels across the continent.
With health-enhancing physical activity (HEPA) gaining renewed focus, the question arises: is the fitness sector fully aligning with the broader public health goals set by these bodies, or is it missing out on the direction of travel?
The European Commission has been advocating for health-enhancing physical activity for over two decades. This commitment was reaffirmed in a letter from European Commission president, Dr Ursula von der Leyen, to commissioner-designate Glenn Micallef in September 2024, with a newer focus on integrating mental health concerns into health-enhancing physical activity policies.
Micallef, who is set to take office in early 2025, will oversee policy initiatives that will run through 2029, continuing the EU’s longstanding support for health-enhancing physical activity.
Despite substantial investments and policy development over the past 20 years, the impact on increasing physical activity levels remains
limited. In recognising of the fact the dial hasn’t shifted during this period, one of the most significant recent developments was the announcement in May 2024 of a more integrated formal collaboration between the World Health Organization and the European Commission to jointly promote physical activity. This collaboration aims to enhance EU member states’ policies and actions to support healthier populations, yet results on the ground have been slow to materialise.
Europe continues to face significant public health challenges. Non-communicable diseases (NCDs) such as heart disease, diabetes and cancer impose a heavy burden in terms of human lives and healthcare costs. The WHO and European Commission have consistently emphasised that increasing physical activity can mitigate these issues, saving billions of Euros in healthcare costs annually and potentially preventing over 10,000 premature deaths each year. However, the data on physical activity remains concerning. Eurostat’s report, released during the 2024 European Week of Sport, revealed that only 33 per cent of adults meet the recommended 150 minutes of health-enhancing physical activity per week, while 47 per cent engage in none at all.
Only 33 per cent of adults meet HEPA guidelines
The European fitness sector is at a critical juncture. While it has grown significantly, it must do more to align itself with the broader public health objectives of the EU and WHO
Inactivity increases with age, with 62 per cent of those aged 65 and above failing to meet even minimal activity requirements (Eurobarometer Survey on Sport and Physical Activity, 2022). This aligns with a broader trend observed since 2009, where inactivity has steadily risen across the EU. The latest Eurobarometer survey says 45 per cent of Europeans now never exercise, 4 per cent increase from 2014, and Table 1, based on the Eurobarometer 2022 findings, shows how physical activity levels fall with age.
Is the fitness sector fully engaged?
The fitness sector in Europe has grown significantly, yet it appears to largely remain disconnected from the broader public health agenda. Deloitte’s European Health & Fitness
Market Report 2024 shows a 7.5 per cent increase in fitness club memberships from 2022 to 2023, with total membership reaching 67.6 million. However, this only represents 10 per cent of the European population aged 15 and above. Despite the sector’s expansion, there has been limited progress in engaging a broader range of people, particularly the inactive and older populations.
The WHO and European Commission’s bold new focus on physical activity programmes being delivered and monitored through the national government strategies of the member states will require a shift in financial support. The money must follow the plans for delivery. This presents an opportunity for the fitness sector to align more closely with European health policies, but it must first be clear on its own mission.
Many fitness operators struggle to see the relevance of global goals. Their business models are focused on local trends, with less attention paid to achieving public health objectives
The new enhanced cooperation between the European Commission and WHO is framed by several global health initiatives. These include the WHO’s Global Action Plan on Physical Activity 2018–2030, which targets a 15 per cent reduction in inactivity, as well as various UN Sustainable Development Goals (SDGs) that are aimed at improving global health and wellbeing. These global targets, such as SDG 3.4 (reducing premature deaths from noncommunicable disease by one-third by 2030), are designed to promote physical activity as part of broader public health efforts.
“The collaboration between WHO/Europe and the European Commission goes way beyond promoting the direct benefits of exercise,” said Kremlin Wickramasinghe, regional advisor for nutrition, physical activity and obesity at WHO/Europe in the May 2024 declaration of cooperation. “Health-enhancing physical activity policies recommended by WHO/Europe and the EU encompass a whole set of measures across multiple settings, such as schools, workplaces and cities, creating a cumulative positive effect on health, economies and social wellbeing”.
However, many fitness operators struggle to see the relevance of these big policy announcements and links to global goals. Their business models are often focused on local trends, membership rates, and digital innovations, with less attention paid
SOURCE: FITCOMM
to their potential contribution to achieving wider public health objectives. Fitness industry leaders need to appreciate the shifting position of European institutions and policy-makers in relation to these matters.
One of the key challenges facing the European fitness sector is the lack of comprehensive and coordinated data collection. While some fitness operators collect internal data and some research exists at the national level, there’s little reliable, large-scale data that can illustrate the sector’s impact on public health. This lack of data limits the ability of the sector to demonstrate its contributions to health-enhancing physical activity, which in turn affects its visibility and its influence in policy discussions.
The rapid development of digital fitness technologies, such as wearables and app-based platforms, provides an opportunity for better data collection. However, the competitive nature of these technologies means that systems are often incompatible, preventing a comprehensive view of how fitness activities are impacting public health across the EU.
Improved interoperability and data-sharing could help the sector demonstrate its role in reducing inactivity, but currently, there is little evidence to suggest such initiatives are underway.
The European health and fitness sector has often struggled to position itself within the
broader context of public health and to find an independent voice in Brussels and elsewhere across Europe. Although the sector has largely grown away from its sporting origins, it continues to face challenges in defining its role and demonstrating its value to public health initiatives. It is possibly blurring the edges again by stating that it is part of the physical activity or wellness sectors, as these too are also undefined and are also claimed by other stakeholders.
If the sector is now proclaiming that its future direction is an inexorable move towards a position of being a recognised healthcare provider, at least it should be able to say how much it already contributes and not just in terms of revenue and employment statistics.
The health and fitness sector should position itself more clearly as a key player in promoting health-enhancing physical activity and proving its positive contribution to outcomes that
If the sector is proclaiming that its future direction is a move towards being a recognised healthcare provider, it should be able to say how much it already contributes
help reduce the societal costs of inactivity.
The European Commission and WHO realise that a simple message of ‘get active’ does not sufficiently resonate to make any real difference, and have reacted to the reality that increasing levels of inactivity have already had negative impacts on health systems, the environment, economic development, community wellbeing and quality of life.
The European fitness sector is at a critical juncture. While it has grown significantly, it must
do more to align itself with the broader public health objectives of the European Commission and WHO. By improving data collection, better defining its role, and contributing to global health goals, the fitness sector can play a more significant role in tackling the rising levels of inactivity in Europe. This presents a golden opportunity to evolve and grow the sector and enhance its reputation at the same time. The question remains: will the sector seize this opportunity, or will it miss out on the future direction of health policy? More: www.fitcomm.net
During the 1990s a number of countries and institutions became increasingly concerned about the rising healthcare costs associated with physical inactivity.
A landmark document in 1996, Physical Activity and Health: A report of the US Surgeon General set out the significant health benefits of regular physical activity for the first time, saying that ‘moderate physical activity, such as brisk walking for 30 minutes a day, can reduce the risk of chronic diseases such as coronary heart disease, diabetes, hypertension, and colon cancer – otherwise known as non-communicable diseases. It also made an important connection with the need to integrate physical activity into daily life and not for it to be considered solely as an ‘additional’ activity.
In 2001 a report commissioned by the UK’s Department of Health (DoH) called the National Quality Assurance Framework (NQAF) stated that ‘There is now compelling evidence that physical activity is important for health and has great potential for health gain.
Physical inactivity is strongly linked with a range of physical and mental health problems…’ (DoH, 1995; HEA 1994; USA-DHHS, 1996; WHO/Federation of Sports Medicine 1996; Biddle, et al). The NQAF was also the first document of its kind to make a link between the opportunities of the fitness sector working with other healthcare professionals through a proposed extensive exercise referral programme.
The EU platform for action on diet, physical activity and health was established in 2004
as a forum for European-level organisations which developed a database of stakeholder initiatives. The platform was overseen by the Directorate for Consumers and Public Health (DGSanco). The platform ended in 2020, but its work was dominated by the food and drink sectors and HEPA-based organisations were just a small minority.
The foundation of HEPA Europe
HEPA Europe (European network for the promotion of health-enhancing physical activity) was established in 2005 to provide a forum for the advancement of research, policy and practice for better health and wellbeing across the World Health Organization (WHO) European Region. In 2007, it published a European Framework to Promote Physical Activity for Health stating “the promotion of physical activity should therefore be a fundamental component of public health
work. Action must now be taken on the basis of the best available evidence and practice”.
In 2008, the European Commission Sport Unit, which was part of the Directorate for Education and Culture (DGEAC), published the first and only EU Physical Activity Guidelines which covered a number of proposed policy areas for development, but it also made the first EU commitment in its Guideline 1 that said: "In accordance with the guidance documents of the World Health Organization, the European Union and its member states recommend a minimum of 60 minutes of daily moderate-intensity physical activity for children and young people and a minimum of 30 minutes of daily moderate-intensity physical activity for adults including seniors."
The guidelines were the first document in the European Commission referring to ‘fitness centres’.
Perhaps a defining moment came in 2010 when the WHO published the Global Recommendations on
The EU and WHO realise that increasing levels of inactivity have had negative impacts on health systems, the environment, economic development, community wellbeing and quality of life
Adult guidelines set out 30 minutes of moderate activity
Physical Activity for Health, the first population-based public health guidelines for children and adolescents, adults and older adults. The recommendations have subsequently been updated a number of times, but they’ve become the mainstay of the basis of public policy around the world and are much referenced across the fitness sector.
The Sport Unit oversaw the foundation of an Expert Group on Sport Health & Participation which reported on three outcomes in 2012. The first proposed a new EU policy initiative in the field of Health Enhancing Physical Activity (HEPA), the second was strengthened cooperation between the sport and the health care sectors (requiring closer cooperation between various directorates of the European Commission) and third was the promoting and importance of active ageing.
Accordingly, the European Union Work Plan for Sport (2011-2014) identified HEPA as among the priority themes. The Commission declared 2012 as
the Year of Active Ageing and in 2014 the Expert Group on HEPA was formed. It invited Member States to adopt national strategies, develop crosssector HEPA policy approaches and implement corresponding action plans to promote physical activity. It also invited the European Commission to promote the establishment and functioning of a monitoring framework in close synergy and cooperation with the WHO, recognising that the availability of more information and better data on physical activity levels and HEPA promotion policies was an essential element when it came to underpinning better evidence-based policy.
There are some notable campaigns and promotions running which support the ‘get active’ message and which claim mass-participation, but their legacy is more difficult to track. This is especially when trying to identify how many nonexercisers take-up regular exercise because of these events and messaging. These two examples from Europe are amongst the most successful:
The UK’s National Fitness Day campaign is an annual event that encourages people of all ages and fitness levels to get active. It was first organised in 2011 by Energie Fitness founder, the late Jan Spaticchia, who gifted it to UK Active to run on
behalf of the nation. UK Active has subsequently created a Jan Spaticchia award in his honour.
National Fitness Day promotes the importance of regular exercise by hosting free fitness classes, community events, and activities in gyms, parks, and workplaces across the country. The aim is to inspire people to make physical activity a regular part of their daily lives, improving both physical and mental health. It takes place each year on the last Wednesday of September, with millions of people participating nationwide.
The Republic of Ireland also runs its own National Fitness Day campaign, which is also held in September.
The European Week of Sport is an initiative launched by the European Commission in 2015 to promote physical activity and healthier lifestyles across Europe. It takes place annually, typically in the last week of September and encourages people of all ages and fitness levels to engage in sports and physical activities.
The campaign has been a success, with growing participation numbers each year. Since its inception, millions of people across more than 40 countries have taken part in thousands of
events. In 2022 alone, the initiative attracted over 13 million participants. The campaign’s slogan #BEACTIVE has helped raise awareness about the benefits of physical activity from improving health to fostering social connections. www.europeactive.eu/projects/beactiveday
The European Commission has a long history of funding projects and in 2014 launched the Erasmus+ programme to provide funding to support sport projects across Europe, promoting physical activity, inclusion and cooperation. The programme focuses on grassroots sports and initiatives that tackle social challenges, promote good governance and combat issues such as match-fixing and doping. Funding is available for collaborative partnerships, small-scale projects, and events that involve different countries.
As of 2023, over 1,200 sport projects have been funded, supporting initiatives that bring together organisations from various European countries. For the 2021-2027 period, Erasmus+ allocated around €470m to sport, ensuring ongoing support for collaboration, innovation, and inclusion in sport at all levels. This funding helps sports organisations, local authorities, and NGOs to work together to improve the sporting experience for all, with a particular focus on marginalised groups and social integration. Although there’s some independent
evaluation of overall project successes, there is little top-down view of their effectiveness in contributing to the raising activity levels per se. EuropeActive has been the coordinator of a number of Erasmus+ projects, including Promoting Active and Healthy Ageing (PAHA) and Active Learning for Children in Schools (ALCIS). More recently, over several years, there has the #BEACTIVEDAY programme that has coordinated with the timing of the European Week of Sport. Now in its 15th year, the HEPA Europe conference (the European Network for the Promotion of Health-Enhancing Physical Activity), which is jointly organised by WHO/Europe, brings together scientists, policymakers, professionals and other stakeholders to facilitate the implementation of knowledge. It is the most recognised annual event in Europe, connecting participants to drive the direction of policy development in HEPA. l
LiveWire Warrington is leading the way in revolutionising gym management by integrating digital solutions to streamline operations, reduce costs and enhance the member experience
Managing a leisure facility requires significant investment in equipment and maintenance. LiveWire Warrington centralises data on asset lifecycles, repair histories and supplier contracts, enabling smarter financial planning. By leveraging real-time insights, they optimise costs while maintaining high quality leisure facilities.
Greater efficiency from going digital
Digital transformation is reshaping gym operations. LiveWire Warrington utilises smart platforms to manage assets, service requests and supplier agreements in a single, user-friendly system. This ensures streamlined workflows, realtime access to key metrics, and improved operational efficiency.
Equipment downtime can frustrate gym-goers. LiveWire Warrington minimises disruptions by proactively tracking maintenance
schedules and responding swiftly to service requests. A centralised system allows for enhanced visibility and faster issue resolution, ensuring members enjoy a better workout experience.
Proactive member engagement with self-reporting
LiveWire Warrington empowers members to report equipment issues via a self-service platform. This real-time reporting system strengthens communication between members and facility managers, allowing for quicker resolutions and a more engaged gym community.
Maintaining oversight of commercial assets is crucial for long-term success. LiveWire Warrington systematically tracks the condition, value, and service history of gym equipment, ensuring compliance with best financial and operational practices.
The organisation continues to set new benchmarks for
“Orbit4 has transformed how we manage our gym assets and service
contracts”
Mark Chew, LiveWire Warrington
fitness facility management through digital solutions and data-driven decision-making.
Mark Chew, leisure operations director, shares his experience, saying: “Orbit4 has completely transformed how we manage our gym assets and service contracts.
“The ability to centralise all our data in one place gives us full visibility over operations, making cost optimisation and efficiency easier.
“The Orbit4 team has been exceptional in supporting us, ensuring we get the most out of its innovative technology.” ●
More: www.orbit4.org
Resistance automatically responds to fitness of the user
High intensity but low impact
On screen workouts led by engaging trainers
Safe for all ages and abilities, supporting chronic health conditions A personalised workout
Train hard without developing joint or muscle soreness
THE HARDEST WORKING EQUIPMENT CHOICE FOR YOUR GYM
Kettering Park Hotel, UK
Speedflex is a unique workout solution for facilities using a low-sta model, such as hotels and spas
Speedflex, known for its innovative ‘HIIT Without The Hurt’ training method, is uniquely placed to solve issues in low-staff facilities, such as gyms in hotels and spas.
The Speedflex Blade offers over 100 on-demand workouts accessible through an intuitive touchscreen. From 10-minute warm-ups and quick workouts, to full 45 minute-long HIIT sessions, all are led by on-screen master trainers guiding and motivating users throughout the sessions.
Proprietary technology renders Speedflex suitable for everyone aged 18-80+, no matter their fitness ability, as the machine responds to each user's individual effort level. This means they get high-intensity workouts without joint pressure or pain and no post-workout DOMS.
Ideal for hotels, spas and unstaffed clubs
This makes the Speedflex Blade the ultimate tool for gyms in hotels, spas and other fitness destinations, enabling guests and members to be coached through a workout that’s uniquely inclusive and suited to their own ability.
“We’re excited to offer customers a unique fitness experience that’s suitable for all, no matter their age or fitness ability”
Gemma Barratt, Kettering Park Hotel
The Speedflex Blade has been a huge success as part of the Kettering Park Hotel’s recent gym revamp, offering guests ‘HIIT Without The Hurt’ on demand, without them needing supervision.
“We’re excited to offer customers a unique fitness experience that’s suitable for all, no matter their age or fitness ability,” says Gemma Barratt, group spa director. “The Speedflex Blade is the perfect addition to our new gym, as it’s intuitive and inclusive and having a
trainer guide you and motivate you through your workouts is amazing. We’re sure it’s going to be a big hit.”
Premium partnerships
Speedflex is also proud to partner with other premium hotel destinations, including Village Gym and Hotels, Kingsley Hotel and QHotels, where customers have been loving their tailored workouts on demand.
James Smith, director of sales UK for Speedflex said, “We’ve completed a number of installs at hotels and spas and seen incredible success with guests and members.
“Speedflex technology is hugely beneficial to every gym-goer, so it’s exciting to be included as part of Kettering Park Hotel’s stunning gym revamp. We’re looking forward to continuing expanding into the hotel market and working with Kettering Park Hotel to help maximise the effectiveness of members’ workouts.
“The revolutionary Speedflex kit is enhancing the way in which gymgoers are working out, especially without the presence of a gym trainer and is definitely a must-have for all hotel gyms,” he said. ●
More: www.speedflex.com
With a vast selection of flooring types and designs on offer, how can operators ensure they make the right selection? asks Julie Cramer
Reflooring a standard 400sqm health club typically takes a week
Renewing a gym floor is an ideal opportunity to refresh layouts and revitalise a gym space.
General workout zones, cardio spaces and heavy-load weight training areas require tailored flooring solutions to support equipment, meet user needs and protect the subfloor.
Refurbishment times vary depending on the project, unit size, layout and requirements. A standard 400sqm facility typically takes about a week, including the installation of flooring tiles, turf, lifting platforms and ramp edges to minimise trip hazards.
What’s involved in installing your most popular floor?
Our process begins with a site visit, during which we assess the subfloor and the layout, discuss the operator’s vision and recommend solutions. We consider factors such as the size, usage patterns and any additional design features that are needed, such as customising the flooring with bespoke colours or branding to reflect the health club’s identity or to create zones.
We provide advice and project management support to guide operators through the refurbishment. This includes 3D renderings to visualise the outcome, product recommendations and advice if we identify any issues. We also support operators beyond installation, offering guidance on maintaining flooring and returning after 12 months to ensure everything is performing as expected.
Our most popular products are 30mm and 40mm rubber tiles, which provide impact resistance and sound absorption for functional and heavy-lifting areas. More: www.aperformance.co.uk
Choosing the right flooring is one of the most important decisions operators can make when refurbishing a gym. Selecting sub-standard products or cutting corners to save money often leads to issues such as premature wear, poor noise control or damage to the subfloor. This not only increases maintenance costs, but can also disrupt operations if repairs or replacements are needed.
Dan Savin
Flooring is the foundation to your facility and the solutions chosen will dictate the activities that are able to take place. Choose the correct solutions and you’ll have flexibility and versatility – choose the wrong ones and you’ll be unable to adapt to the demands of your clientele.
If you’re considering replacing flooring, ensure the budget allocated reflects its importance – your members interact with the floor 100 per cent of the time and as such it’s your most important piece of equipment. Allow time for proper due diligence, taking into consideration time to order and review samples, lead times of suppliers and manufacturers in addition to the time required to complete the refurbishment itself.
I’d advise at least 12 weeks for this process – if you don’t leave yourself ample time, you’ll fall into a cycle of installing whatever solution is available. We’ve configured our warehouse to hold large volumes of flooring, as we know how frustrating it is for clients to wait on long lead times.
What’s involved in installing your most popular floor?
Demand for our rolled options – Foundation and Fusion – continues to grow. Installation is more labour-intensive than traditional tiles, however, our team handles the entire process, ensuring a flawless finish. A critical factor is the sub-floor, which must be strong and level to meet performance demands. If preparation is needed, this may involve grinding, sanding, levelling, or building up the surface. More: www.blkboxfitness.com
Your members interact with the floor 100 per cent of the time, making it the most important piece of equipment
Flooring is fundamental. Consider the best solutions early, allocate the right budget and engage an expert to build from the ground up. Prioritise environmental credentials and full circularity, from installation to disposal, ensuring sustainability alongside performance. Invest wisely now, and you’ll reap the rewards for years to come.
Ensure full circularity, from installation to disposal to deliver on sustainability goals
A fl ooring change is the perfect time to review the customer journey
Robbie Cuthbert
Refurbishment presents an excellent opportunity to think about the training space layout as a whole – and how it flows – to create a more appealing member journey. This may be the opportune time to consider different flooring colours and materials to create dedicated zones based on the training type.
Building from the ground up is key to ensuring a gym space can support modern training.
Operators should invest time in planning the placement of strength and conditioning areas and then select the correct flooring solutions to be installed. Rushed or poorly considered planning can lead to costly adjustments later.
The project timeline varies depending on the gym size, location and the type of gym equipment that’s being installed, along with any prep work required to the subfloor.
Having experienced refurbishments in the trust/local authority sector, we find a
Never overlook the importance of subfloor preparation. Ensure this is of an adequate structure before designing the space. Having to fix an issue post-installation can be expensive and disruptive to members. Planning and consultation with flooring experts can prevent headaches and ensure a smooth installation process.
Leave two days for a deep clean and two for sta training
400-500sq m gym refurbishment will take between 14-21 days. This includes the removal of old equipment and flooring, the installation of new flooring, equipment, AV systems and electrical work, and final interior design touches, including painting, lighting and mirrors. Leave a minimum of two days for a deep clean once the installers have left and two days for staff training.
What’s involved in installing your most popular floor?
Most popular is our 32mm Duratrain high-impact rubber tile, which is specified for strength, free weight and functional training spaces. Installation is straightforward due to its looselay design and the tiles connect to one another via a built-in connection system, meaning there’s no need for additional caps or adhesives. More: www.indigofitness.com
Operators should begin by assessing needs, considering factors such as moisture levels, foot traffic and activity types to ensure the selection of appropriate materials.
It’s crucial to set a realistic budget that accounts for materials, installation and any downtime.
Choosing durable, low-maintenance, and safety-compliant flooring is key, as is hiring professional installers. Operators should also prioritise sustainability by opting for eco-friendly options and allow for ongoing maintenance and unexpected issues, to ensure a smooth process.
Allow four to eight weeks for a full gym floor refurbishment, depending on the scale and complexity of the project. This includes planning, sourcing materials, installation, and curing time if required. During this period, take the opportunity to refine and enhance the facility by optimising the layout for improved traffic flow, upgrading to durable, slip-resistant flooring, and incorporating zoned areas using colours or textures for added functionality and safety.
Enhancing the gym’s aesthetics with modern designs aligned to the brand and installing shock-absorbing surfaces to reduce injury risks are additional steps that can elevate the overall member experience.
What’s involved in installing your most popular floor?
Installing flooring such as Endurance or Extreme virgin rubber tiles involves key steps
Prioritise sustainability and opt for an ecofriendly installation
It’s crucial to set a realistic budget that accounts for any downtime
such as subfloor preparation to ensure the surface is clean, dry, level and the room is cleared. Allow the tiles to acclimatise in the area for 24-48 hours before installation.
The installation process is straightforward, featuring a loose-lay, interlocking system for easy replacement and seamless fitting. Tiles can be cut to fit, then after installation, the surface cleaned with a pH neutral product to maintain appearance and performance.
More: www.pavigym.com
Plan flooring layouts to optimise material use and minimise waste. Establish a proper cleaning routine to extend durability and ensure impact resistance for high-traffic areas. Thinking long term is key – choosing the right flooring prevents expensive replacements later.
Zoned flooring gives your gym an appealing, premium aesthetic
Paul Farrell Physical
Start by understanding how you want to zone your gym, including the equipment being offered and the size of each zone. You can then choose the optimum flooring type for each area.
Zoned flooring gives your gym an appealing, premium aesthetic, plus we often find defined zones help keep equipment in the correct part of the gym, rather than it being taken and left elsewhere.
There are lots of ways to save money by varying your flooring; simply laying 25-40mm tiles throughout may provide flexibility when it comes to moving equipment around, but it isn’t the cheapest option.
Every job is different and as with most things, it often takes longer than you’d expect to do it properly.
Flooring is the foundation of every workout, so it’s important to get it right, with high-quality products laid by a specialist gym floor installer. If not, you’ll end up redoing it later at great cost and member inconvenience.
Sub-floor preparation is key and can take time, including the removal and disposal of (or recycling of) all the old flooring and sometimes also the laying of latex screeds to ensure a perfect finish.
You also have to methodically lay flooring, moving in one direction: you can’t have lots of fitters starting in different places, as it won’t join up.
What’s involved in installing your most popular floor?
Although we advise varied, zoned flooring – especially for larger gyms – our 25mm tiles are as close as it gets to one-size-fits-all, being suitable for strength and functional zones, home gyms and HIIT studios. This makes products such as Ecore’s Performance Ultra Tile a popular choice. These 25mm tiles are one of the simplest flooring types to install; in some cases, you might not even have to remove old flooring. More: www.physicalcompany.co.uk
Health club flooring is a specialist area and installation requires gym-specific expertise. Too often we see clubs where flooring has been installed by companies that usually do offices or other commercial spaces and it’s gone wrong: bubbling, peeling corners, trip hazards from lifted sections, tiles that don’t meet and wrinkled turf tracks. Do your due diligence when it comes to installers.
All matters relating to health and safety, deliveries and handling of materials should be discussed
Replacing floors in an open gym environment will likely cause disruption to your usual business operations. Before work commences and in co-operation with your nominated flooring provider, a practical plan can be created.
All matters relating to the health and safety aspects of performing the task, potential duration of the work, deliveries, handling of materials, general housekeeping, and of course budget, should be discussed.
You can also assess the specification of various floor finishes, taking into consideration colour, price, availability and suitability.
As guidance, for an area measuring 250sq m, I’d suggest allocating one to two days to uplift, remove, and dispose of old floors plus two to three days to install new flooring. You could also use this opportunity to expand your free weights and functional training areas.
What are your most popular flooring options?
Our Sportec rubber floor coverings are held in large quantities in our warehouse, and are available to purchase at short notice in sheet or tile formats. Generally, our heavy-duty interconnecting rubber tiles are installed in free weights areas, whereas our sheet rubber flooring is utilised in exercise studios, functional training spaces and stretch areas.
We’ve also developed a cushioned and seamless polyurethane flooring system which is well-suited to holistic wellbeing spaces.
More: www.tvs-group.co.uk
Consider expanding gym areas when installing a new fl oor
You’ll have many types of floor finishes to choose from, but selecting an unsuitable one could prove costly in the longer term. Engage with a supplier who’ll guide you through options and possibilities, ensuring you make informed product choices.
Define your strength, fitness and functional training zones with one of our anti-slip rubber floor coverings or maybe utilise our bespoke, seamless polyurethane surfaces to transform your health and wellbeing spaces. Whatever your flooring requirements are we can help to create exceptional training environments for your members.
Replacing floors can be a major undertaking and proper preparation ensures the process goes smoothly, with minimal disruption.
The timeline can’t be specified exactly, as every project has different requirements, although three to nine months is a guideline.
During each project phase, we make sure someone is available with advice and assistance, as this automatically leads to the flooring project being refined and improved along the way.
What’s involved in installing your floors?
If an operator wants to install a product such as Regupol Everroll flooring, we assist with pre-planning and quotation right through to the final Regupol décor, the timetable, on site conditions and contract signing.
More: www.regupol.com and www.hcmmag.com/RegupolCtoC
Share your goals, concerns and deadlines with other involved parties at a very early stage to avoid encountering problems during the realisation phase.
www.indigofitness.com
Atrip to the health club can be divided into three separate but interconnected events: Firstly, there’s the initial usage of the locker room to change and store belongings; secondly, fitness activity takes place; and thirdly, there’s the final usage of the locker room to change again and perhaps shower.
Typically, health clubs have primarily focused on the second aspect in the list above. But cognitive psychology has taught us that the third phase is at least as important as the second, if not more so. This is where we can apply aspects of human psychology – in this instance, cognitive bias – to better understand, adapt and create changing room experiences that elevate the gym experience as a whole.
The last 50 years, with its exponential increase in data, has exposed over 200 cognitive biases in human beings. A cognitive bias is a systematic pattern of deviation from rationality in human thinking. It occurs because the brain uses mental shortcuts (heuristics) to process information quickly. They help us make sense of the world efficiently but can also lead to people making irrational choices.
One of these cognitive biases – the ‘peak-end rule’ – was discovered by Daniel Kahneman, an Israeli psychologist who was awarded a Nobel Prize in Economics in 2002.
The peak-end rule is a mental shortcut where people evaluate an experience based on its most intense point (the peak) and its conclusion (the end), rather than considering the entire experience. This cognitive bias affects how memories are formed and influences decision-making and the rule highlights the importance of delivering positive conclusions. So how might this all play out in a club’s changing room? Adjacent locker usage (ALU) can be a frustrating experience for members, for example, creating unnecessary inconvenience, leading to cramped spaces, lack of personal privacy and difficulty accessing belongings. Adjacent locker usage is always a negative – no one hopes for it when returning from the shower.
Locker Room Solutions has a patent-pending process, Elbow Room, that’s designed to eliminate adjacent locker usage. It involves a predictive locker assignment system that uses machine learning to eliminate it, so everyone can enjoy the space they desire, at the time they need it.
People evaluate an experience based on its most intense point (the peak) and its conclusion (the end), rather than the entire experience
Members appreciate some space and privacy when accessing their locker
A negative experience at the end of a gym visit will automatically negatively impact the member’s sense of the entire visit, so by eliminating adjacent locker usage experiences, customer satisfaction naturally increases. Better gym experiences lead to more visits, and exercise is one of the most powerful tools for improving both physical and mental health. Improved member satisfaction is the key to increasing health club retention rates and acquiring new members through word-of-mouth advertising.
The Harvard Business Review has reported that a five per cent increase in retention rates leads to an increase of between 25-95 per cent in profits for subscription-based businesses such as health clubs. So better changing room design can boost not only members' health, but club profits too. l Tom Condon is CEO of Locker Room Solutions More: www.lockerroom.solutions
Members appreciate spaces that feel modern and open
As the first and last impression, changing rooms can result in greater member satisfaction, better retention rates and healthier profits, as Julie Cramer discovers
When done well, changing areas leave a lasting, positive impact on everyone who uses them
Dominic Hyett ■ MD, Safe Space Lockers
We’ve seen how well-designed changing rooms elevate the member experience. At Knights Lodges, the luxurious, cohesive design –using consistent materials throughout the space – has received fantastic feedback. Guests often mention how these details enhance their visit.
At the Bobby Moore Sports Hub, the premium-quality changing rooms set a benchmark for similar facilities, creating a high-end experience that feels welcoming and professional. As the first and last areas users interact with, changing rooms play a vital role in shaping their overall impression. When done well, they leave a lasting, positive impact on everyone who uses them.
Consumer needs are shifting toward more flexible configurations, with a mix of locker sizes for varying user demands, from commuters to casual visitors. A reduction in the number of lockers is allowing for larger, Instagram-worthy vanity areas, catering to users seeking stylish, functional spaces . Features such as full-length mirrors and private changing cubicles deliver a great experience and the growing trend of sharing experiences online, reflects evolving member behaviour and expectations.
What are the must-haves?
Offering a variety of locker sizes is crucial because different users have different needs. Commuters might need space for larger bags, while others may only require compact storage for valuables.
Privacy is another important consideration, so including some private changing cubicles ensures everyone feels comfortable, regardless of their background or preferences. We’ve also noticed that larger, stylish vanity areas make a
big difference. Members appreciate spaces that feel modern and inviting, especially as these areas are increasingly used for social media moments.
Lighting plays a huge role too. Warm, soft lighting creates a welcoming atmosphere while still being practical and safe. Adding features such as LEDs or strip lights can help reinforce a club’s branding while setting the right mood.
Finally, ensuring lock mechanisms are user-friendly and suited to the member base is essential. It’s these thoughtful details that create a truly exceptional changing room experience.
We recommend working with specialists in the field to create a great member experience in your changing rooms. They understand how to tailor the space to your members’ needs while keeping your brand identity intact and ensuring the project comes in on budget.
More: www.safespacelockers.co.uk
Lighting and colour are key elements to consider. It’s not just about the colour of the lockers but also the floors, benches, and other fittings, which all contribute to the overall feel. Textures are just as important. Thoughtful choices can create a sense of warmth and quality, ensuring the space is both functional and inviting. A well-designed changing room makes a lasting impression on members.
Changing areas should reflect a club's overall brand, look and feel
Dedicate space – at least 10 per cent of the club should be changing area
The difference between a gym in most budget clubs and high-end luxury clubs these days is minimal. The equipment is well maintained in both and the spec is usually similar. Investing time, creativity and thought into changing room design and
fit-out needn’t cost a fortune but can make a huge difference to the customer experience. A changing room should be an area where staff are proud to show prospective customers – a key selling point of the club. A recent report by HFA/IHRSA found members consistently rank changing rooms as one of the key factors in choosing or renewing their membership.
Post-COVID, customers place a much higher value on cleanliness and aesthetics in changing rooms. These spaces are no longer used just for a quick shower. They’re essential areas for self-care.
There's a new breed of customer who uses them as a place to slow down, unwind, and disconnect from a hectic workday or an intense workout. They should reflect the club’s brand in their look, feel and overall design.
Well-designed vanity units, with quality mirrors and lighting are important. Lockers that are wide enough to accommodate the average sports bag are a non-negotiable – 450mm wide is ideal.
Offering a range of locker sizes/configurations is smart – not everyone needs a large locker, so
mix it up with smaller security lockers, bag holders and larger lockers with hanging compartments. Give thought to the locking system. Digital locks can be expensive but offer a premium experience for the customers. Quality hair dryers and complimentary eco-friendly toiletries will make a big difference and your customers will notice – you’re telling them you care.
Calming design with soft, low-level lighting, subtle background music and a feeling of space with ample seating and good ventilation are essential. Dedicate space – at least 10 per cent of the club's floor area should be put by for changing spaces. l
More: www.gymkituk.com
Go beyond the basics with quality air purifiers to keep odours and stuffiness at bay. LED lighting at the bottom and tops of lockers enhance the aesthetics and give a premium feel. Carefully-placed plants or even fresh flowers make a powerful impact. A thoughtfully-designed changing room turns a basic necessity into an enjoyable luxury experience.
Think of your changing rooms as an essential place for self care, not just a quick shower
Offer a mix of different-sized lockers for various needs
Ensure there are sufficient private changing spaces
Include seating areas to enhance inclusivity and comfort
Create a premium feel and a relaxed mood through clever use of energy-efficient LED lighting
Consider creating ‘Instagrammable’ vanity areas with a cool aesthetic to attract younger users
Go beyond the basics, to offer simple but appreciated items such as air purifiers, plants, eco-friendly toiletries and tissues. Consider giving free sanitary products
Keep everything squeaky clean and well maintained
Ensure toilet cubicles are big enough to avoid sanitary bins being jammed against the toilet
Provide sanitary bins for men to support those with incontinence
Descale your shower and tap heads regularly and clean out your drains
Change toilet seats when needed, use recyclable ones (and recycle). Make sure they fit
Shop wisely for locks to avoid expensive battery changes and cumbersome keys
For more insight, or to get in touch with the companies featured, visit www.fitness-kit.net and type in their keyword
Julie Cramer rounds up the latest health, fitness and wellness kit
The Wattbike Air-Pro provides predictable resistance, explains Stephen Loftus
Wattbike has launched its latest model – Wattbike Air-Pro –incorporating upgraded magnetic resistance and internal electronics and a new touchscreen.
The Air-Pro fits a variety of training environments and is suitable for fitness enthusiasts,
“The Air-Pro builds on the trusted Wattbike elements our customers love”
Stephen Loftus
elite athletes or those seeking low-resistance sessions.
The new touchscreen is a seven-inch backlit colour tablet that integrates with the free Wattbike Hub app, unlocking workouts and training plans to support all fitness goals. The touchscreen also connects to third-party apps via ANT+ and Bluetooth. Stephen Loftus, CEO at Wattbike says: “The Air-Pro builds on the trusted elements our customers love, enhancing them with cutting-edge technology, an intuitive interface and new programming options. We’re raising the bar for indoor bikes.”
Wattbike fitness-kit.net keyword
Load’s circuit efficiently stimulates muscle, says Matthew Januszek
Escape Fitness has unveiled a new strength and functional training system – Octagon Load – which has been designed as a versatile, safe and results-driven solution to meet the rising demand for strength training.
Load has been engineered to cater for everyone and combines the benefits of plate-loaded machines with variable resistance delivered by high-tensile resistance
bands. These ensure muscles are engaged throughout a movement, particularly at the end of the range, maximising strength gains.
All movements are performed in a standing position, which activates the kinetic chain, with the design of the equipment supporting multiple stance positions – neutral, split, staggered and single-leg – as well as various grip adjustments. This enables
“Movements are performed in a standing position which activates the kinetic chain”
Matthew Januszek
users to target specific muscle groups while enhancing stability and strength and builds strength using natural movement sequences.
Matthew Januszek, Escape Fitness USA, CEO, says: “After three years of research, we’ve created a circuit-based system for the general population that efficiently stimulates the muscles.”
Escape Fitness fitness-kit.net keyword
Physical has unveiled its new RBX Rubber Studio Dumbbell range, combining safety features with space-saving design and improved durability.
The innovation stems from a safety-fi rst approach: many popular exercises such as renegade rows can pose risks
“The days of easilydamaged studio dumbbells are over”
James
Anderson
when performed with equipment such as kettlebells or standard dumbbells, which weren’t designed for such movements.
The new dumbbells significantly reduce these risks, with an eight-sided, fl at-edged design that prevents them wobbling or rolling away mid-workout. Two sides are particularly long, providing a stable foundation.
The fl at-sided design also allows the dumbbells to stack neatly, maximising storage efficiency in group exercise studios.
“These dumbbells are as practical as they are stylish, catering to operators’ need for neat, space-efficient storage,” says James Anderson, Physical’s sales and marketing director.
Bold weight markings make for easy identifi cation
Another benefi t is the enhanced durability of the new dumbbells, which – in a move away from traditional neoprene and vinyl coverings – are fully encapsulated in rubber, ensuring they’ll stay looking fresher for longer.
fitness-kit.net KEYWORDS
ReferAll and Legend by Xplor collaboration saves
in delivering social prescribing,
Legend by Xplor and ReferAll, have announced a partnership designed to simplify the provision of social prescribing and exercise referral.
Legend supplies leisure management solutions, while ReferAll is an exercise referral platform. The collaboration means Legend’s customers can integrate with ReferAll’s data
management platform to manage participant and member data.
The systems talk to each other, cutting out the need for manual data entry, meaning tasks that used to take up to 30 minutes – such as creating participant records – are handled instantly, freeing up time.
Organisations can also track participants’ progress and
The system enables integrations for social prescribing
“The integration enables automated progress-tracking in exercise referral”
Stuart Stokes
fitness-kit.net KEYWORDS compare it with data from other membership sources, to demonstrate value impact. Stuart Stokes, founder and MD at ReferAll, says: “ReferAll is unique in striving to offer integrations with software providers such as Legend by Xplor. We create these integrations to save time and help eliminate mistakes for teams managing referral-based wellbeing schemes, while also prioritising GDPR security.”
ReferAll
Tap into HCM ’s comprehensive supplier directory and profiles to get in touch with the industry’s leading suppliers of products and services to power your business
CLICK HERE to search for a supplier on HCM’s Company Profiles Hub
CLICK HERE to visit the HCM Handbook Company Profiles
Research shows healthy, thin people won the genetic lottery
Genes play a greater role in obesity than previously thought, concludes University of Cambridge research
Research by the UK’s University of Cambridge has concluded that obesity is largely caused by our genes and people have less power over their weight than they like to believe.
The Study Into Lean and Thin Subjects (STILTS) involved 2,000 healthy, thin people (defined as having a BMI of less than 18 kg/m2) with no medical conditions or eating disorders, who were questioned about their health and lifestyles. Saliva samples were also used for DNA analysis and compared with samples from 1,985 severely obese people and 10,433 normal weight controls.
Funded by Wellcome and the European Research Council, the study was led by Professor Sadaf Farooqi at the Wellcome-MRC Institute of Metabolic Science, University of Cambridge, collaborating with a team from Wellcome Sanger Institute, led by Dr Inês Barroso.
Several known genetic variants that play a role in obesity were discovered, as well as new genetic regions involved in severe obesity and some involved in healthy thinness. The researchers added up the contribution of the different genetic variants to calculate a genetic risk score. The thin people had fewer of the genetic variants that are known to increase a person’s chances of being overweight.
Dr Barroso concluded the genetic dice are loaded against obese people: “As anticipated, we found that obese people had a higher genetic risk score than normal weight people, which contributes to their risk of being overweight.”
It acknowledges that weight isn’t simply a matter of willpower, but is heavily influenced by genetics
“This research shows for the first time that healthy thin people are generally thin because they have a lower burden of genes that increase a person’s chances of being overweight,” says Professor Farooqi.
“Some people can eat what they like, but never put on weight. If we can find the genes that prevent them from putting on weight, we may be able to target those genes to find new weight loss strategies and help people who do not have this advantage.”
Validating and frustrating
Sarah LeBrocq, founder of All About Obesity, says the research is validating and frustrating: “It challenges the narrative that obesity is solely due to lifestyle choices.
“However, it might be disheartening for those who’ve struggled with their weight, as it suggests their efforts may be limited by genetic factors beyond their control.
“It may also raise concerns about how medics interpret this – whether it will lead to more compassion and support, or reinforce a fatalistic attitude.”
LeBrocq advises fitness professionals to use this research as a reminder to shift away from weight-centric approaches and focus on health, strength, mobility and wellbeing. l
More: www.hcmmag.com/fatgenes
Cut inefficiencies, not corners with a training experience that adapts to your gym and your members. Kickstart your journey to success with EGYM Genius.
www.egym.com/uk I sales@egym.com
