HCM Issue 3 2025

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Hall: 9

Stand: 9C59

CNew partnerships

After decades of lobbying for partnerships with the medical profession worldwide, the sector is being repositioned by governments keen for system-level solutions

ollaboration with the medical profession is a global aspiration for the sector. In the US, the PHIT Act (Personal Health Investment Today) has just been re-presented to Congress as part of a major push on prevention and in the UK, closer collaboration between the physical activity sector, prevention and medical has been bolstered by the publication of a new government report called Harnessing the benefits of physical activity, published by NHS England.

The PHIT Act – long championed by the Health and Fitness Association (IHRSA) – would address rising healthcare costs and improve access to preventative health solutions and boost the sector at a time when health budgets are being slashed.

Recommendations from NHS England also represent the coming to fruition of decades of lobbying and hard work and offer an exciting fresh start in setting the direction for collaboration.

The NHS report lays out the argument for prevention in plain terms, saying: “There’s overwhelming evidence that the benefits of physical activity far outweigh any risks, for both adults and children and even for those with health conditions.”

It goes on to stack up evidence, including – for example – that ‘one in six’ premature deaths in the UK from any cause can be attributed to inactivity”.

“People who are inactive, for whatever reason, are less able to participate in society”, say the authors, “both socially and economically”.

A report by Sport England and Sheffield Hallam University found physical activity’s role in preventing serious physical and mental health conditions provided over £9.5 billion in value in a year to the economy. Ultimately, the authors see four ways forward for collaboration and these are: empowering health and care professionals; integrating physical activity into clinical pathways; supporting the NHS workforce and; supporting innovation and evaluation with partners.

the UK report at www.HCMmag.com/NHSEngland

Addressing disparities in physical inactivity, to ensure access to prevention, requires system-level solutions

Many health professionals have been reluctant to collaborate, so it’s music to our ears that the report says. “Unlocking the potential of physical activity will require healthcare leaders to be much more ambitious, incorporating promotion of physical activity into wider plans on prevention and long-term conditions management”.

We completely agree that collaboration between the NHS and the sector is essential to embedding physical activity into health and care and that addressing disparities in physical inactivity requires system-level solutions.

Liz Terry, editor lizterry@leisuremedia.com

PHOTO: SHUTTERSTOCK/ STUDIO ROMANTIC

CONTENTS

Uniting the world of fitness

44 Clive Chesser talks plans for PureGym

05 Editor’s Letter

A game changing report from NHS England could transform the sector, says Liz Terry

12 HCM Forum

Can an Agency Agreement Model protect public services asks Lisa Forsyth

16 HCM people

Lukasz Dojka, James Cotton

The founder and the CEO of Xtreme Fitness Gyms talk about future plans

22 HCM people

James Crew

The GM of jiu jitsu wellness concept Arma reveals plans to fuse the sport with health and fitness to create a new model

26 HCM news

Remedy Places opens its latest club in Boston, The Gym Group posts strong results and EMDUK research establishes the social value of group exercise.

38 Star power

Centr, the app founded by actor Chris Hemsworth, is expanding beyond its ecosystem of traditional workouts to introduce expert-led programmes

44 Interview Clive Chesser

With more than one gym opening per week and the integration of Blink Fitness underway in the US, the new CEO of PureGym talks to Kate Cracknell

58 Everyone’s talking about Hospitality

From service delivery to deploying consumer insight, what can the industry learn from hospitality? Kath Hudson asks experts with a viewpoint on both sectors

66 Well equipped

Operators tell Julie Cramer how they stay on top of trends and what criteria they use when it comes to choosing new equipment

78 Euro deals

As European fitness businesses head to the FIBO 2025 in Germany, Kath Hudson rounds up some of the key deals that have happened across Europe during the past year

88 Insight

Winning group training

Operators are improving lifetime value by helping more members make the journey from the gym floor to the studio, as group training evolves

98 Valuing recovery

As Body Fit Training launches a new recovery concept called 10X, co-founder, Cameron Falloon, talks about the power of getting the offer right

104 Body at rest

From percussive treatments to dedicated biohacking suites, Julie Cramer looks at the technology that’s driving the recovery movement

118 Product innovation

Julie Cramer rounds up the latest health, fitness and wellness kit from leading suppliers

120 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

122 Research Chilling prospect

A team at the University of Ottowa in Canada is studying the impact of cold water bathing on health and finding it improves cellular health and the stress response

88 New thinking in group training

78 European fi tness deals

98 BFT’s Cameron Falloon on recovery

22 James Crew on jiu jitsu fusion

PHOTO: BFT

PHOTO: LES MILLS

PHOTO: SEVEN LIONS YARD

PHOTO: CENTR

38 Hemsworth innovates at Centr

www.HCMmag.com

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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)

LIFE-CHANGING WORKOUTS. BACKED BY SCIENCE.

HCM Forum

Fuel the debate about issues and opportunities across the industry. We’d love to hear from you. Write to forum@leisuremedia.com

Scaling this model across the sector could yield savings of £50-£80m per year

Can an Agency Agreement Model protect public sector services?

Lisa Forsyth, MD, Max Associates

For years, VAT has been the proverbial elephant in the room for the sector in the UK: a complex and often overlooked area that impacts governance models, trading income, and capital investment decisions.

Changes to UK government (HMRC) VAT rules in March 2023 (www.hcmmag.com/nickburrows) have fundamentally shifted the landscape, particularly for local authorities and not-for-profit leisure operators. This shift has brought something called the Agency Agreement Model into sharper focus, offering a potential solution to unlock significant financial savings.

It’s essential to understand how this model could reshape the sector and provide a lifeline to local authorities struggling to offset rising operating and delivery costs.

The background

Historically, VAT treatment has varied depending on governance models – in-house models and private sector operators saw

their income being subject to VAT, but they could also reclaim VAT on relevant expenditure. By contrast, not-for-profit trusts benefited from a level of VAT-exempt income but couldn’t recover VAT on expenditure, including on capital projects.

The March 2023 changes to the treatment of VAT altered this dynamic, making in-house models far more VAT-efficient. While this has prompted some councils to consider switching to in-sourcing, external management remains financially attractive, due to benefits such as pension cost mitigation and economies of scale on sales and marketing and the purchase of big ticket items such as gym equipment.

Against this backdrop, the agency model has emerged as a compelling alternative. The concept has been employed in local authorities for years for capital projects, whereby operators do capital works on behalf of councils – as their agent – so VAT is recoverable, reducing project costs.

What’s new is the application of this model to operational contracts, driven by the potential financial benefits unlocked by the 2023 changes to VAT.

Under this type of agreement operators act as the agent for councils, collecting their income and as this is non-business, VAT is then recoverable on expenditure.

Analysis by Max Associates found the irrecoverable VAT cost-per-leisure-centre under traditional agreements with notfor-profit organisations ranges from £70,000-150,000 annually, so scaling this across the sector could yield savings of £50-£80m per year – a transformational figure for a sector grappling with utility cost volatility, and rises in minimum wage and National Insurance contributions.

Early adopters, such as the London Borough of Hounslow’s LATCo and Hillingdon Council – the first council to employ an Agency Agreement Model (March 2024), have shown the feasibility

Lisa Forsyth

PHOTO: LISA FORSYTH / LINKEDIN

of this approach. Larger operators are leading the charge, embedding agency agreements across multiple contracts. Our records show a number of councils have had leisure management agency agreements passed by Cabinet, with around 40 councils in the process of tabling the option.

Procurement approaches

Procurement practices are evolving to accommodate this shift, with councils testing the model’s viability during pre-procurement, incorporating it as a variant option or requiring operators to demonstrate its financial and contractual robustness.

Larger contracts are the first targets, due to their potential for substantial savings.

However, the challenge remains to disseminate the model to smaller councils and operators, where even modest savings could be the difference between a facility remaining financially viable or not.

As with any innovative approach, risks exist. These include the potential for HMRC to challenge the model and the administrative complexities of implementing agency agreements across diverse contracts.

Larger operators have invested significantly in advice to mitigate these risks and ensure compliance. However, smaller operators and councils may require additional support to navigate this landscape.

Collaboration between stakeholders, including operators, councils and advisory bodies, is crucial to realising the full potential of this model. Procurement practices must be transparent and informed by solid legal and VAT advice.

We recently hosted an online roundtable with PSTAX to explore the merits of an agency model while

discussing the challenges and risks. The event attracted representatives of more than 80 councils, highlighting a significant appetite for information and exploration.

Knowledge-sharing

As councils and operators navigate this transition, we must prioritise this kind of knowledge-sharing and capacity-building to enable smaller operators and councils to participate in and benefit from this shift.

Meanwhile, sector bodies, such as Sport England, need to consider including information within their guidance documentation to reflect the opportunities and risks.

These agreements represent a rare opportunity to align financial efficiency with the sector’s ambition to reduce inactivity. l

Getting VAT right can unlock significant savings and safeguard services

The Eleiko Feeling

It started in 1957 with a dream of the perfect barbell. Back then bars used to bend and break. The Eleiko bar was the first to endure an entire weightlifting competition, setting a new standard for quality. Six decades, numerous innovations and thousands of world records later, our commitment to engineering excellence and the pursuit of the ultimate lifting experience continues.

Leading facilities worldwide rely on Eleiko’s flexible strength system of racks, rigs, cables and free weights — each piece crafted with the same meticulous attention to detail that make our bars legendary.

HCM people

Lukasz Dojka

founder and chair

James Cotton CEO

There isn’t another franchise model in Eastern Europe, so we’re looking to occupy that space

Xtreme Fitness

Tell us about Xtreme Fitness Gyms

Lukasz Dojka: We’re the first health and fitness franchisor in Poland. We opened our first club in 2012 – a small basement gym financed by my own savings –and we've just had our most successful year in terms of performance, franchise sales and openings, as well as hitting a milestone of 100 sites in December 2024.

James Cotton: We're now in a very dynamic scale phase of the business and, on average, opening a club every five days. Last year we opened 42 clubs and this year we plan to open more than 60. In the last 12 months, we’ve made 111 new franchise sales, so we’re growing fast.

Over the next five to six years, we see a space for more than 500 clubs in Poland and we have a road map for overseas expansion as well, starting in 2026, initially targeting neighbouring countries, either franchising directly ourselves, or via master franchising. We’re very much aiming for speed. There isn't another franchise model in Eastern Europe, so we're looking to occupy that space.

What are your back stories?

Lukasz Dojka: For 12 years, I was a competitive bodybuilder and also had a career in health and fitness in the UK, working for chains including Virgin Active, Esporta and Holmes Place.

James Cotton: I have a background in the UK health and fitness market and franchising and was responsible for launching Anytime Fitness into the UK as Operations Director in 2010. I started talking to Lukasz during COVID and after a period of consultancy moved to Poland and took over the role of CEO at the start of 2024.

Update us on the Polish market

James Cotton: Poland is a challenging market to penetrate – several European operators have attempted but ultimately withdrawn.

Lukasz Dojka: We’re in a unique position with James, a franchise expert from one of the world’s most competitive markets and – being a homegrown company – we have a deep understanding of the Polish market. Our bilingual team brings together a wealth of distinctive strengths and expertise.

James Cotton: The penetration rate in Poland is only 8 to 9 per cent and while infrastructure has significantly improved, there’s still considerable work

We have a road map for international expansion starting in 2026 and initially targeting neighbouring countries

needed to educate consumers about health and fitness. In addition, because it’s a religious country, understanding cultural nuances is also crucial when it comes to successfully growing a business here.

The most dominant players in the market are aggregators – Benefit Systems and Medicover –they’re larger than the biggest operator in the UK, which means customers have a discount card and can attend multiple facilities.

They dictate the market and determine how the Polish market is developing when compared to other countries.

What’s your offering?

James Cotton: We’re a traditional gym, with four core areas – strength training, cardio, group classes and relaxation. The typical membership

The company launched in 2012 and now has 100 sites in Poland

size is about 1,200 to 1,500 members and it’s midcost – around £30 to £40 a month – comparable with Anytime Fitness and Snap Fitness. We have a membership profile that’s tiered and based on what members want. It’s not a 24-hour concept.

Our target audience is typically 18- to about 50-years-old, with 26-28-year-olds being the biggest cohort. The demographics aren’t massively different to what you see in Western Europe.

There's probably more reliance on strength training than cardio. Class utilisation is very high here. In the UK it’s around 15 to 18 per cent, ours is 35 per cent.

We own a kids brand as well, called Xtreme Kids and aimed at children from three-years-old to late teens. Launched in 2022, we have ambitious plans to grow this business too and so far four have opened, with 10 more coming this year.

Lukasz Dojka: The concept includes a fitness studio, an interactive soft play area, four or five party rooms to host birthday parties and educational rooms, where they can do creative activities. We also have studios for classes, a baby area and a small section for gym equipment with a mini treadmill and mini bike to educate them to develop those habits. There’s a nice cafe for parents, or as the sites tend to be next door to our gyms, we offer the option of going for a workout while the children are supervised.

What sort of gym sites do you look for?

Lukasz Dojka: We’re looking for sites between 500sq m to 1,000sq m. Poland is developing at the moment in terms of real estate and as we’re a Polish-grown company, we have a great relationship with retail park owners and property owners.

We started in small cities and towns: 80 per cent of our clubs are in cities of under 100,000 population and now we’ve started getting a presence in bigger cities. So we have the opposite approach

The Xtreme Kids franchise is often colocated with the gyms

to the other two main players in Poland, and we're the only one so far with a franchise model.

What are the challenges and opportunities?

James Cotton: There are primarily positive challenges. The market is relatively undeveloped, presenting us with a greenfield opportunity to educate people about our business model and concept.

The speed of development we’re aiming for is sometimes a challenge, especially onboarding

A lot of our franchisees have experience in the UK and are now moving back to Poland, wanting to invest in a business

our franchise partners – we’re on track to open 227 profitable clubs by the end of 2027.

At times, we face a challenge when it comes to blending the old with the new – shifting mindsets from paying with cash to adopting automated recurring membership payments, for example.

In terms of opportunities, we’re seeing a lot of interest in our models. A lot of our franchisees have experience in the UK and are now moving back to Poland, wanting to invest in a business. l

10 – 13 APR 25 Exhibition

Arma

will blend jiu jitsu with the conventional world of health and fitness, adding gym and recovery

James Crew

Tell us about Arma?

It’s a new-to-market luxury Brazilian jiu jitsu academy, with a strength and wellness eco-system created alongside it. The site is scheduled to open in early summer 2026 in Clapham, south London. It will provide a premium space for both jiu jitsu enthusiasts and newcomers to the sport to develop their skill set in the martial art, while also working on their strength and conditioning, optimising their recovery and hanging out with like-minded people over a coffee, or lunch or the co-working space.

What’s the back story?

It’s the brainchild of two businessmen, Jake Willis and Louis Steyn, who bonded over a shared love for the sport. Their vision is to redefine the standards of Brazilian jiu jitsu, by creating the best academy in the world, harnessed by a combination of exceptional facilities and the best coaches. It’s jiu jitsu as we know it, but better. To reinforce this point, world champion, Ffion Davies, has already been signed as the head coach –which is the equivalent of having Cristiano Ronaldo teaching you at a football training academy! She is an elite athlete and a great ambassador for this fast-growing sport. Arma will blend jiu jitsu with the conventional world of health and fitness, adding gym, recovery facilities and food and beverage to the mix, at a premium quality level. Eventually, the goal is to make Arma a global brand and be the market leaders in this space.

General manager, Arma

Crew: 'The goal is to make Arma a global brand'

PHOTO: ARMA

What does the offering include?

The site is 6,500sq ft split over four floors. Members will walk into the reception area on the ground, where there'll be seating, F&B, retail, as well as the changing rooms and a wellness area, with a cold plunge and sauna.

On the first floor there are two separate dojo mats for the jiu jitsu classes. Two matted spaces means we can run multiple classes at a time, create digital content, run seminars and potential corporate events, all aimed at getting more people into the sport.

On the second floor will be a gym, with PTs and coaches specific to the sport who will help people work on their strength and conditioning and overall fitness, with one on one and small group training. People will also be able to work out on their own.

The top floor will be a co-working space. This fantastic addition to the already extensive Arma service will be offered as a bolt-on membership. The F&B element will be simple and healthy: smoothies,

Inevitably we'll get a lot of people who already do jiu jitsu and some who will migrate from other academies to take their training to the next level

protein shakes, protein bars, light meals. The main aim is to give members the chance to hang out and talk about the sport – we all know that when you get into jiu jitsu you become obsessed!

What is the price point?

The membership options are still being fine-tuned, but it will be a premium experience: upwards of £230 per month to have access to the jiu jitsu classes, the gym and recovery area. Membership will be capped at approximately 1,000 across all service offerings, to allow us to maintain the highest operational standards and experience on site. Membership of the co-working space will be limited to 50 people.

What’s your target market?

Inevitably we'll get a lot of people who already do jiu jitsu and some who will migrate from other academies to take their training to the next level. But a big longer term goal is to get more of the

Elite athlete

Ffion Davies is the head coach

PHOTO: ARMA

general population into jiu jitsu. Every single person can benefit from this amazing martial art.

There will be an extensive kids programme, starting with five-year-olds, up to teenagers, and we’ll be focused on building some future world champions without a doubt. We’ll also be offering female-only classes to support our quest to bring more women into the sport, as this is something we’re incredibly passionate about.

How popular is jiu jitsu?

It’s grown hugely in popularity over the past 10-15 years and this growth shows no signs of slowing down.

You can begin to apply the fundamental techniques of jiu jitsu quickly in a sparring capacity, giving you a true sense of the sport right away, which is more difficult to do in other martial arts, such as Muay Thai or kickboxing, where the risk of injury would be greatly increased in a sparring context.

The most amazing thing with jiu jitsu however, is that you can also do the sport for 30 years and still be learning new techniques and systems. On average the journey to black belt is around 10 years – two years between each belt. As well as being a great workout that’s fun and gets the endorphins going, it has a problem-solving element: it feels like human chess, is always changing and you have to find ways to respond. Being on the mat develops a sense of humility, and builds an incredible sense of community, camaraderie and team spirit. When you join the right jiu jitsu academy, you feel a sense of unity like no other.

If someone has their arm around your neck, it’s not going to be a pleasant experience if you’re not trying to solve the problem with full concentration

Jiu jitsu can be a form of physical therapy and an amazing outlet. You can't be thinking about anything else when you're doing it – if someone has their arm around your neck, it’s not going to be a pleasant experience if you’re not trying to solve the problem with full concentration! A final important point is that the sport is rooted in self defence, so it gives the individual self-confidence to know that they could defend themselves, should the need ever arise. l

Ffion Davies (right) is an ambassador for the growing sport

PHOTO: ARMA

The Arma gym will off er PTs and coaches specifi c to jiu-jitsu

TECH IMMERSION

HiiLife is delivering a comprehensive, high-tech installation across all four floors of the space, in partnership with Zynk Architects and Built, an Australian construction firm. There will be a blend of discreet, high-quality audio-visual and live-streaming capabilities, designed to enhance the user experience across the entire space, with 54 Sonance speakers strategically-positioned in hidden areas to provide immersive sound quality while maintaining each room’s aesthetic. Both dojos will have bespoke ceiling-mounted Birdog camera systems that stream live classes directly to the reception area via Samsung screens.

will off er a premium experience, capped at 1,000 members

Arma

Xponential’s CEO confident despite $98.7m loss

Global boutique franchisor, Xponential Fitness, has posted a net loss of US$98.7 million for the full year and is re-stating its 2023 financial position. This was against a profit of US$37.5 million in 2023.

Losses were attributed to a number of factors, including a decrease in financial transaction fees; an increase in acquisition and transaction expenses and a US$25.7 million increase in litigation expenses.

The 2023 re-statement corrects accounting errors primarily related

I’ve gained a deeper understanding of both the opportunities and challenges

Xponential’s BFT launched its 300th site last year, adding two in the UK

to accrued inventory, compliance, purchase accounting and vendor rebates, not the company’s operations or business performance. CEO, Mark King, says: “We’ve made significant progress over the course of my first two full quarters as CEO. I’ve also gained a deeper understanding of both the opportunities and challenges

at Xponential. It’s clear from some of the issues we’ve found and are addressing that there’s a lot to do.

“That said, I have full confidence in the new team we’ve assembled; they all have experience executing on exactly what Xponential must do to sustainably grow.”

More: http://lei.sr/Y3K4k_H

Remedy Place’s largest club opens in Boston

Remedy Place has opened its biggest-ever social wellness club in Boston’s Seaport District, bringing its signature blend of self-care and social connection to a new market.

Following the successful launch of Remedy Place’s third location in SoHo, Manhattan, in November 2024, this expansion marks the brand’s fourth site.

Spanning 10,000sq ft, the sleek new club offers a wide range of high-tech and holistic treatments, from AI-powered massage and cryotherapy to lymphatic compression, red light therapy and hyperbaric oxygen therapy.

Exclusive to this location are a 10-person communal contrast bathing suite with ice baths, a Finnish sauna, a steamroom, and showers.

Also new is a foam bathing suite, an atrium for group movement classes – including mat Pilates and yoga – and a humid sauna.

Members have access to IV therapy beds with city views, guided ice baths, vitamin shots and functional medicine sessions with a naturopath

The newly launched Meridian Health Assessments analyses up to 600 biomarkers to create personalised self-care plans, incorporating blood panels, custom supplements and VO2 max testing.

“This club isn’t just about expanding to a new city; it’s about redefining how people connect and live their best lives,” said Dr Jonathan Leary, founder and CEO.

More: http://lei.sr/k9u6s_B

Mark King

PHOTO: REMEDY PLACE PHOTO:

Remedy Place Boston has been designed as a sanctuary for Bostonians seeking to optimise their wellbeing

F45 Training launches new parent company

F45 Training has announced the launch of a new parent company called FIT House of Brands, which will operate as an umbrella to F45 Training, FS8 and Vaura Pilates.

FIT stands for Functional Inspired Training.

CEO of FIT, Tom Dowd, says this is a pivotal moment: “We’re not just evolving – we’re redefining ourselves as well as our brand story, enabling expansion to include new modalities, whether through acquisition or development.

“FIT House of Brands is leading the charge in holistic wellness by uniting F45 Training, FS8, Vaura Pilates and our recovery services under one powerful vision. This is about empowering communities to move better, feel stronger and live longer.”

Last year saw the launch of 75 new F45 sites, bringing the portfolio to around 1,500 franchised studio locations in 55 countries.

F45 Training offers 45-minute workouts combining strength and cardio with scientifically-backed, results-driven programming.

FS8 is a fusion of Pilates, tone, and yoga, built on eight science-backed elements.

Vaura Pilates fuses reformer Pilates with athletic training, neon lights, mirrored ceilings, upbeat music and empowering instructors.

FIT has strategic partnerships with recovery solutions allowing franchisees to add on services such as cold plunges and infrared saunas.

More: http://lei.sr/8R5K8_H

Life Time to operate club in Brooklyn Tower

Real estate developer, Silverstein Properties has named Life Time as partner and operator of the ‘athletic country club’ at the new 1,066ft Brooklyn Tower in New York.

The 80,000sq ft development will be the largest of Life Time’s nine locations in Brooklyn.

“As the new owner of Brooklyn Tower, Silverstein Properties is committed to a successful completion of the project which includes ensuring residents will continue to expect Life Time’s unparalleled health and wellness experience as one of the building’s suite of exceptional amenities,” said Shawn Katz, president of Silverstein Capital Partners.

Parham Javaheri, Life Time’s president of club operations and chief property development officer, said: “This will be another crown jewel in our large and growing portfolio of athletic country clubs in North America. This destination will be unmatched in

offerings and we look forward to delivering our healthy living, healthy ageing and healthy entertainment experiences to residents and the surrounding community.”

The lavish club Life Time Brooklyn Tower will span seven floors, offering a rooftop pool and bar; a co-ed wet suite with indoor lap pool, cold plunge, steamroom and sauna; a spa

with red light therapy, IV therapy and treatment rooms; coworking and library spaces; group fitness studios for barre, cardio, Pilates and yoga; strength and functional training spaces, including Life Time’s signature Alpha, GTX and UltraFit zones and fitness and cardio equipment.

More: http://lei.sr/Q5X6u_H

PHOTO:

SILVERSTEIN

PHOTO: PHOTO: FIT HOUSE OF BRANDS

F45 Training was the first in the brand portfolio

The development incorporates Dime Savings Bank Building with its Guastavino dome

The Gym Group reports outstanding results

The stock market has reacted favourably to The Gym Group’s year-end results which reflect strong growth thanks to multiple marginal gains.

Higher yield, cost-effective promotion, targeted customer acquisition and progress on retention led to an 11 per cent increase in revenue to £226.3 million for 2024. Group adjusted EBITDA was £87.3 million, an increase of 16 per cent.

Profits grew by 24 per cent to £47.7 million, which converted into free cashflow of £37.5 million to fund expansion. The momentum has continued with like-for-like revenue up 3 per cent in the first two months of 2025.

Twelve new sites opened last year, which was at the top end of guidance and in line with the ambition set out in CEO Will Orr’s Next Chapter strategy, which involves opening 50 sites over three years. This year 14 to 16 new sites are planned, split

The Gym Group’s new look has been designed to appeal to a broader audience evenly between London and other high density towns and cities.

Orr says: “This is a market with structural growth in it and the high value low cost part of the market seems to be doing particularly well. People are protecting their memberships in their discretionary spending: the RSM Consumer

Outlook 2025 report shows that fitness and wellbeing spend is third behind only children and pets.

“Gen Z are 40 per cent of our member base and they’re a generation of gym goers, super informed about the benefits.”

More: http://lei.sr/D2M3B_H

Therme Group to bring wellbeing to Dallas

Therme Group has unveiled plans to realise its first US wellbeing destination in Dallas, Texas. If approved, Therme Dallas will introduce the company’s evolved approach to urban wellness.

Spanning hundreds of thousands of square feet, the modern complex will feature exercise options, thermal baths, saunas and wet rooms, thermal and mineral pools, waterslides, relaxation beds, immersive art, diverse dining options and abundant greenery

Designed as an inclusive space, Therme Dallas will integrate cuttingedge sustainable technologies and biophilic architecture to “create a rejuvenating third space where people of all ages can reconnect with nature, themselves and each other.”

“Therme Group is proud to bring its vision for accessible, world-class wellbeing to the US,” said Robert Hanea, CEO of Therme Group.

“With our expertise in creating Europe’s most-visited wellbeing destinations, we see Dallas as the perfect place to introduce our concept – offering an unparalleled experience while enhancing the city’s economic and social vitality.”

Located along the Trinity River, the site boasts natural beauty, skyline views and proximity to the Dallas Water Commons and the Cedars neighborhood.

If approved by Dallas council, the project is expected to generate US$1.8 billion in tax over 30 years.

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PHOTO: THERME GROUP

PHOTO: THE GYM GROUP

Therme says the global demand for wellbeing infrastructure has never been greater

LifeFit Group expands into Austrian market

LifeFit Group has agreed its largest transaction to date, with the acquisition of FIT/One Group. The deal expands LifeFit Group’s presence beyond its German borders, creating an estate of 210 clubs and bringing the company significantly closer to its goal of having more than 250 clubs operational by 2028.

Like LifeFit Group, Fit/One is also owned by Waterland. It has 33 clubs in Germany and 12 in Austria, with around 220,000 members and 500 employees. Four of the Austrian studios are branded as FIT/ One and eight operate as MoreFit. All of the sites will be rebranded as Fitness First Red clubs.

Martin Seibold, CEO of LifeFit Group, says “This merger is the largest transaction to date and

TTDRThis merger is the largest transaction to date and the next logical step towards internationalisation

Martin Seibold

the next logical step towards internationalisation and the exploration of new regional markets, particularly in Austria. We are excited to become active in our neighbouring country.”

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Capital considers keeping David Lloyd

DR Capital, the private equity firm that owns David Lloyd Leisure, the high-end health club, spa and wellness and sports operator, is considering moving the business within its portfolio by transferring its stake from one of its funds to another while also bringing in new investors.

The private equity giant has been looking for a buyer for the business for a couple of years, with prospectuses being produced indicating a desired deal of £2 billion. The company, which is trading well, has debt of around £1 billion.

The absence of a suitable buyer has prompted TDR to look for alternative ways to move the business on and the Financial Times reports it has hired US investment banking firm Jefferies to explore options – such as the fund transfer – that could value David Lloyd at between £1.8bn and £2.3bn.

TDR paid £750,000 for the business when it bought it from London and Regional Properties and Caird

TDR Capital considers keeping David Lloyd, which is valued at around £2 billion

Capital in 2013, but its exit has been delayed by the pandemic.

Industry analysts say the lack of a sale could be in part due to over-bullish UK growth forecasts, however, David Lloyd has pressed on with a steady stream of openings and acquisitions, has had a very

successful and profitable foray into the spa and wellness market and is well-placed as one of the top operators in the UK at a time when premium offerings are in-demand due to the growth of the luxury market.

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PHOTO: LIFE FIT GROUP

PHOTO: DAVID LLOYD

PHOTO: FIT/ONE GROUP

The 45 Fit/One clubs will be rebranded as Fitness First Red

INTRODUCING THE NEXT GEN 8 & 10 SERIES CARDIO where a renewed design blends robust construction with the luxury feel that enhances your brand and elevates your facility.

UK government unveils £100m funding pot

The UK government has announced £100 million of new funding to support grassroots sports and physical activity, targeting deprived areas and supporting participation among under-represented groups.

The money will be directed at upgrading hundreds of local grassroots sports facilities with new and improved pitches, changing rooms, goalposts and floodlights. At least 40 per cent of the funded projects will have a multi-sport offer.

The new funding pot will be support participation in under-represented groups

The FA’s Social Return on Investment 2024 report estimates the 15.7 million participants involved in grassroots football contribute £11.8 billion to society in direct economic value, as well as more than £3.2 billion in savings to the NHS through prevention of diseases.

Culture Secretary, Lisa Nandy says: “Grassroots sport clubs are

at the heart of communities across the UK. That’s why we’re investing £100 million to support new and upgraded pitches, changing rooms and clubhouses across the country, providing transformational funding to the areas that need it most.

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Social value report reveals power of group ex

The national governing body for group exercise in the UK – EMD UK (Exercise, Movement and Dance) – is calling for UK government support, as new research shows the positive impact of the activity.

The Social Value of Group Exercise Evaluation Report, compiled by the research team at the Sport and Recreation Alliance, found that group exercise has significant social and economic value, contributing more than £5.3 billion in social value and saving the health service (NHS) more than £511 million each year.

The report calculated that group exercise saves 1.6 NHS appointments every year and prevents 26,000 cases of Type II diabetes, leading to an NHS saving of £511 million.

Group exercise also has a

sizeable uptake among groups who are commonly less active and is more popular than cycling, swimming, or football.

Given that it’s such a powerful tool for promoting inclusivity, addressing inactivity, fostering social connections and improving both mental and physical health, EMD UK is calling on the government to support group exercise.

Gill Cummings-Bell, CEO of EMD UK, says: “We very much hope that through evidencing the contribution group exercise is making to society, we can work with government to help safeguard this vital resource, both now and in the future, to deliver a healthier, more prosperous Britain.”

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Grassroots sports clubs are at the heart of communities across the UK

Lisa Nandy

Energy is never lost; it only transforms. The power you put into every ride doesn’t disappear. It builds you up, fuels those around you and comes back stronger.

The same principle drives how we create our bikes. By repurposing recycled fishing nets and ABS plastic, we give discarded materials a new purpose. What once polluted our oceans now powers performance. What once was waste is now movement.

Indoor cycling isn’t just about personal progress. It’s about being part of something bigger. Your effort feeds the collective energy of the ride, just as our choices contribute to a healthier planet.

What we invest physically, mentally and environmentally never stays still. It moves forward, grows and returns in ways that shape the future.

COME AND VISIT US AT FIBO Cologne, 10-13th April in Hall 6, Isle A, Booth 13

Active Uprising delegates told to “just do it”

Don’t wait for the government, or the NHS, to provide the solutions or the budget, just get on with it was a key takeaway from this year’s Active Uprising conference.

The annual conference from trade body, UK Active, took place in London’s Queen Elizabeth II Centre on Thursday 6 March. Talks and panel discussions included the sector’s potential to drive economic growth, careers, Gen Z, forming partnerships with the NHS and loyalty schemes.

As people continue to prioritise their spend on wellness, there was an optimistic tone. However, as the government faces a challenging economic situation and the NHS is facing serious challenges, many speakers called on the sector to be the solution, rather than wait for the NHS or the government to provide the lead.

The message was that partnerships made on a local level; being creative about setting up projects and then

Team GB weight lifter, Emily Campbell, provided an inspiring finish to the day

evaluating them and communicating their success are the key to making the breakthroughs the industry wants when it comes to partnering with the NHS and unlocking economic growth.

Numerous speakers said the NHS doesn’t have any money NS urged operators to get find ways to “just do it” and then evaluate the results.

Loughborough Uni launches research hub

Loughborough University in the UK has teamed up with Vitality to launch a Women in Sport Research and Innovation Hub.

Headed up by Professor Jo Maher, the university’s vice-chancellor of sport, the hub will lead research and innovation across key areas, bringing together academics, industry partners, national governing bodies and elite athletes to drive change at every level of women’s sport.

Maher says: “Women’s sport is growing and professionalising at a rapid pace, yet research has not kept up. We’re committed to leveraging our world-leading expertise to directly address the challenges women face in sport.”

Vitality Health Institute will be sponsoring a group of PhDs to

find out the barriers to women engaging in sport, what are the benefits and how access can be improved to bring about sustainable engagement in the long term.

Minister for Sport, Stephanie Peacock, spoke at the launch, saying: “As Sports Minister I’m really passionate about getting women and girls involved in sports and one of the things that’s holding it back at the moment is research. This is a really important part of improving sport for women.”

Key areas for research will be health, including menstrual health and nutrition; life transitions and technologies, such as innovation in the design of women’s sportswear.

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Only 6 per cent of sports research is conducted exclusively on women

Wellhub expands its presence in Europe

Corporate wellbeing platform, Wellhub – formerly Gympass – has entered into an agreement to buy European employee benefit programme provider, Urban Sports Club.

Integration of the two companies gives Wellhub a presence in 11 countries in Europe, the US and Latin America and positions it for accelerated growth and better able to capitalise on market trends.

Wellhub – which acquired Italian platform Fitprime last autumn

Wellhub says there is surging demand for its corporate wellbeing solutions

– says there’s a growing demand for corporate wellbeing solutions and the European market is experiencing substantial growth, driven by increasing awareness of mental health, rising healthcare costs and a shift towards hybrid work models.

“This acquisition represents a significant milestone in Wellhub’s

European strategy,” said Cesar Carvalho, CEO of Wellhub.

“Urban Sports Club’s deep-rooted presence in Europe, coupled with its innovative approach to employee wellness, makes it an ideal partner as we meet surging demand.”

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Start-up, Kip, sets out to tackle insomnia

Kip, which stands for Keep It Peaceful, is a new company aiming to help people create better sleep habits.

Founded by fitness industry veteran, Shaun Traynor, in response to his own difficulties, Kip focuses on promoting the wind-down before bed, including disconnecting from technology. “Like so many others, I found myself stuck in a loop – working late, scrolling in bed, and wondering why I couldn’t switch off,” says Traynor. “When I started talking about it, I realised how many people felt the same. Sleep isn’t just about closing your eyes, it starts long before that.”

Traynor has partnered with leading experts in sleep science, psychology and behavioural health to bridge the gap between daily

life and quality rest, using sciencebacked solutions to transform night-time routines, including personalised guidance, breathwork, relaxing sleep sounds and access to a supportive community.

A number of products are in the pipeline to support people in developing good sleep habits. The first to launch is the Disconnect Tag, which users can tap to disable apps which might otherwise cause distraction or sleep disturbances.

“From surveys and consumer insights, the biggest blocker to people sleeping is tech and social media,” says Traynor. “The tag disables the apps and features that are a distraction while still allowing calls.”

More: http://lei.sr/M5W6h_H

This acquisition represents a significant milestone in Wellhub’s European strategy

Cesar Carvalho

PHOTO: KIP

Kip supports people in their wind down before bed

Equipment is tested by Hemsworth before launch

Chris is the soul of Centr, especially the digital experience Andrew Sugerman, Centr CEO

STAR POWER

Chris Hemsworth’s Centr app has unveiled a new data strategy to broaden its reach

Centr, the app founded by actor Chris Hemsworth, is expanding its fitness ecosystem beyond traditional workouts, introducing more expert-led programmes and tools with the aim of helping users build lasting fitness habits. Featured training styles will include functional strength, mobility and Hyrox race training.

The company is staying true to its Australian roots and Hemsworth’s original vision to share the training habits which had got him into optimum shape for his film roles. The actor, perhaps best known as Thor, is involved in the evolution of the programming and tests new products at his gym in Byron Bay before they’re launched into the world.

“The Australian aspect gives us differentiation,” Centr CEO, Andrew Sugerman told HCM . “Chris is

the soul of Centr, especially the digital experience, and while Centr has grown beyond just Chris, his approach to training still fuels our evolution – powering new coaching and smarter tools.

“A big focus for this year will be elevating our data analytics: the more data we capture, the more personalised we can make the programmes,” he says.

“New tools are being added to log workouts, track performance and measure progress. Customisable workouts are being designed to fit individual goals and schedules, to create a more personalised and engaging experience.

“Further to this, some in-app features have been designed to optimise results, improve engagement and drive long-term fitness habits, including self-guided audio coaching which means a screen isn’t needed.”

It’s about delivering the right training style, mixed with the expertise and the tools to help members train effectively, no matter their fitness level or preferred workouts

More than workouts

“So this is more than just adding new workouts,” says Sugarman, ”it’s about delivering the right training style, mixed with the expertise and the tools to help members train effectively, no matter their fitness level or preferred workouts.

“There will be more self-guided programmes in different modalities, such as functional training and strength training for running. The idea is to make sure we give people the programming that most relates to their interests, whether they’re training for Hyrox or enjoy playing golf.”

New strategy rolls out

Equipment and technology are being more closely linked

The strategy kicked off with a six-week strength and mobility programme led by Korey Rowe, a functional strength and mobility specialist with more than a decade of experience.

The Strength in Motion programme fuses functional strength, explosive HIIT and mobility work to help users build power, boost endurance and unlock next-level movement. It consists of five weekly workouts: three strength sessions, one HIIT workout and a mobility session, ranging from 20 to 45 minutes. Designed for progressive results, it incorporates dumbbell and bodyweight exercises.

This collaboration will be followed by a sixweek gym-based strength and mobility programme led by a strength and mobility specialist, whose identity is still being kept under wraps.

As the official equipment provider for Hyrox, Centr is also launching two Hyrox training programmes. Hyrox Starter and Hyrox Accelerator have been designed to give both beginner and experienced athletes the opportunity to build the hybrid training skills needed for fitness racing.

Both are 12-week programmes developed with proven methods from the Hyrox Training Academy and former world champions. They’re the first in the world to be Hyrox-certified.

The app programming and physical goods will also be more closely linked going forward. “When you buy a treadmill the featured programming will be tied to training for running,” explains Sugerman. “And if you buy a functional trainer, we would highlight some exercises that tap into that particular machine, so the user has access to a coaching partner through our app that helps you use the equipment.” l

PHOTO: CENTR

+

DESTINATION WELLNESS

New health club brand, V London, is bringing holistic luxury to London’s Mayfair in collaboration with Technogym

Located in upmarket Berkeley Square House, V London is the brainchild of industry entrepreneur Scott Best.

Designed to be a holistic destination for wellbeing, V offers members cutting-edge equipment and luxury options for a tailored experience.

The club is built around a five-pillar concept of spiritual, physical, intellectual, emotional, and social wellbeing and features a state-of-the-art gym space, however, V London is much more than a fitness offering, it’s a sanctuary where members can also nurture their health and wellbeing.

Features include a sauna, an ice bath, Reformer Pilates, zero gravity recovery, osteopathy, massage and regular expert workshops. The club also has two studios, one for Reformer Pilates and one for yoga classes.

“Technogym is without a doubt the best in the industry and keeps pushing the boundaries of what’s possible in wellness”

Scott Best, CEO, V London

Industry-leading

equipment

The heart of the facility is the spacious gym, which is set over two levels. Best worked with Technogym to optimise the space and select best-in-class equipment for V’s wellness-focused members.

“Technogym is without a doubt the best in the industry,” said Best, “with innovative products, quality design, highly engaged educators and a team that keeps pushing the boundaries of what’s possible in wellness.”

In the plate loaded area, Technogym Pure machines include the hip thrust and deadlift machine, dual leg extension and half racks, so members can enjoy a high-end strength training experience.

The cardio area offers premium performance options from Technogym Skill Line, including Technogym Skillrun, Skillrow, and the latest Skillup for data-driven cardio workouts with an athletic edge.

Technogym Excite Climbs offer a challenging workout with the option of high-quality content to keep members motivated and engaged.

The gym runs three HIIT classes a day on the gym floor, using the versatile features of Skillline which are housed in Technogym Universe, a versatile

The focus of V is on performance and wellness

PHOTO:

functional strength area that combines a rig, storage solution and multiple resistance training options.

On the upper level of the gym, members will find a full mobility zone, while V also has the latest AI-driven assessment tool – Technogym Checkup – which gives members and staff ultra detailed insights their start-point and progress.

Digital ecosystem for member progress

V London uses the Technogym ecosystem and CRM to streamline the member journey from onboarding to assessment, programming and progress. For Best and his team, the Technogym ecosystem makes it easy to track member visits, communicate with members when they’re not on-site and manage bookings for classes and workshops.

The member journey starts with the Technogym app and an initial assessment on Technogym Checkup, which blends AI technology and gym trainer interaction to give members a detailed insight into their body composition, mobility, balance, cognitive skills, cardio and strength.

Checkup works with Technogym app to create bespoke training plans, based on each member’s data and tailored to the equipment on the gym floor.

“Technogym offers a premium ecosystem of digital solutions that’s perfectly suited to V London,” said Best. “Checkup gives subjective, science-led data so we can help members get results more quickly, which of course is motivating and keeps them on track.”

Expert support for members and staff

Technogym education team and master trainers were heavily involved in the pre-launch phase, helping V London activate the club by leading workshops,

strength classes and equipment-specific education sessions as a member benefit. The education team has also worked with V’s Personal Trainers to ensure every member of staff understands the features and functionality of Technogym’s advanced strength and cardio equipment and can help members to optimise their workouts. ● ● More: www.technogym.com

The gym area at V has been kitted out by Technogym

The latest cardio is on off er at V

Additional racks have been installed to meet demand

Chesser came to fi tness from the brewing sector

It was a brand I was familiar with and admired for its convenience, great value and consistently high quality

Clive Chesser

With more than one gym opening a week and the integration of Blink Fitness underway in the US, the new CEO of PureGym has a busy schedule. He speaks to Kate Cracknell

What drew you to the PureGym role?

After 17 years in the UK pub sector and at this stage of my career, it was a big move to change sector, but when the opportunity came up it felt very compelling.

Looking at my career to date, it’s been in service-led businesses that deliver experiences to customers and local communities. Pubs offer a different kind of dopamine hit from fitness, of course, but in many ways have the same goal: making people’s lives better, more fulfilled, more enjoyable, helping them leave feeling better than when they arrived.

Fitness has been a big part of my life, particularly over the last 10-15 years when I got into marathon running and cycling. I’ve used PureGyms when training for events and visiting UK pubs, so I was familiar with the brand and admired it for its convenience, value and consistently high quality.

The ownership model is important to me, too: having strong, supportive investors who believe in the business plan and the team. I found all that once I got to meet the team behind the PureGym business, with Leonard Green & Partners in the US and KKR.

I was also keen to join a strong brand with strong growth potential, including internationally.

All these converging themes came together at PureGym, at a stage in my life when I wanted a big, exciting job. I was delighted to be asked to take on the role of CEO and succeed Humphrey [Cobbold, now PureGym chair], who has done a magnificent job during his 10 years at the helm.

What was your first impression?

It’s unusual to come into a business as a CEO and find that it’s working very well, but PureGym is a highly

Each PureGym site may offer small, local nuances

focused business that knows what it does and does it brilliantly. There’s a strong, strategically-minded executive team, great investors, and talent across the various markets that can support a new openings programme that’s moving at pace.

It’s driven by purpose, with a mission to inspire healthier nations: making it easier for people to get fit and be healthy through accessible, inclusive, low-price yet high-quality fitness.

The macro environment is also interesting across our markets, particularly the US right now with its new president.

Having come from hospitality recently and now looking at fitness, I can see a definite change of direction from headwinds to tailwinds. People are taking health and fitness more seriously, particularly the younger generations for whom our flexibility and lack of contracts plays well – especially while consumer confidence remains shaky in some parts of the market.

We also have a lot of white space to grow into across the UK and each of our markets. There’s significant potential for expansion, especially as we experiment with scale: slightly smaller footprint gyms will enable us to get into more local communities and high street-type locations.

So, we have a lot of things in our favour that we can harness. We still have to deliver a great product and great experience at the right price and consistently well. But we have a growing level of demand in each of our markets and that gives us a really great opportunity.

What does the portfolio currently look like?

We’re at different stages of the life cycle depending on which market you look at. In the UK, PureGym is market leader. In Denmark, following our pre-COVID acquisition of Fitness World, we’re also market leader. We’re in a growing business in Switzerland; have a franchise business in the Middle East that we’re looking to expand; and have a fledgling business in the US with three gyms around the Washington, DC area plus the Blink Fitness gyms we’ve recently acquired.

The product and proposition are essentially the same across our markets, though, with a few small local nuances. That focus and clarity is one of PureGym’s real strengths. It’s a classic case of supply and demand. We believe our high value, low price model is compelling in all the markets where we operate – and probably every market around the world. Increasingly, we intend to explore that.

How have your US clubs performed so far?

Launched in 2022, the three gyms in Washington, DC were a test bed. That was the whole point of them. The team had decided to dip a toe into the US market to understand if our model worked there and if so, if tweaks and nuances were needed. It was deliberately not a rapid expansion.

Where PureGym was very much a disruptor in the UK as one of the first budget gym brands, competitors such as Planet Fitness had already established the low-cost segment in the US. Our clubs have still taken a little longer to mature than in the UK, possibly due to the early stage of our brand awareness in the US, but they’re performing well and we have shortterm plans to add to the portfolio in the DC area.

The US is the biggest fitness market in the world, very dynamic and with lots of room for us to grow. It’s exciting to be here and I believe we have USPs

Slightly smaller footprint gyms will enable us to get into more local communities

PureGym is currently the market leader in the UK for number of sites

PHOTO: PURE GYM

PureGym by numbers

Number of clubs

(February 2025)

US: 59 (56 Blink)

UK: 412

Denmark: 143

Middle East: 23

Switzerland: 44

Financial performance

Q3 2024 adjusted EBITDA: £35m (+£2m vs Q3 2023)

Q3 2024 run rate adjusted EBITDA: £165m (+£26m vs Q3 2023)

Q3 2024 leverage 4x (vs 4.6x in Q3 2023)

to offer. We’re very proud of the quality and levels of investment we put into our business, as well as our people. We may also prove to have a little more agility in footprint and scale; we’ll explore that further as we expand in the US and our other markets.

And of course we have US investors in Leonard Green and Partners who absolutely understand the opportunities in the US market. They’ve been very supportive of us, initially with the three clubs and then, when the Blink Fitness opportunity came along, with the strategic intent of growing and investing in the US.

Tell us about the Blink Fitness acquisition I was in the US for the auction, but I take no credit for this acquisition which was the work of Humphrey, our CFO Alex Wood and the rest of the team.

Chesser is a marathon runner and cyclist

The Blink gyms were in Chapter 11, but to view our acquisition as opportunistic would be unfair on the team here. PureGym had done its homework. It had already looked at Blink Fitness in 2018 and again in 2022 and this meant we had a real head-start.

We moved quickly with some of our bond holders to raise US$180m, enabling us to show our intent prior to the auction by making a stalking horse bid of US$105m.

Supreme Fitness, a significant Planet Fitness franchisee, ultimately bid slightly higher than us, but the role of the auction is to achieve the best outcome for the creditors. It was deemed that our final bid of US$121m provided the best outcome, I believe principally due to greater certainty in our ability to complete the deal within

With Blink Fitness, we’ve taken on a very clean and carefully-selected business that we’re ready to invest in

PureGym

the timescales required. We didn’t have the risk of competition issues in the local market. Perhaps it was also looked on favourably that we’re a new entrant to the US market – one that’s looking to invest in and grow the business – and that this might mean a better outcome for the Blink team.

How many Blink clubs did you acquire?

The structure of the Chapter 11 deal gave us some real optionality, allowing us to choose exactly which sites we wanted to keep or not keep, with an extended period of time to negotiate with landlords. As a result, we’ve taken on a very clean and carefully-selected business that we’re ready to invest in, as well as a passionate team that’s come across from Blink head office.

operates a low cost, high value fitness club model

PHOTO: PURE GYM / PAUL CALVER

The geographically peripheral Blink franchise business, spanning 15 gyms in states such as California and Texas, was sold separately. We didn’t bid on that. What we acquired was an option on the 67 Blink Fitness gyms in New York and New Jersey. Following our negotiation period, we’ve kept 56 of them.

Chapter 11 can be complicated, but in our case it’s been very helpful and given us a positive start.

What comes next in the US?

First and foremost it’s about business continuity. It’s a significant amount of work to bring parts of the Blink business into ours and really important that we do it well, so we’ve focused clearly on what we wanted to take on and had a transitional services agreement in place with Equinox [the former owner of Blink Fitness].

We also want to listen, learn and understand what works well in the Blink business, as well as in the New York and New Jersey markets where we haven’t previously operated. There’s a lot they’re rightly proud of at Blink: we have the privilege of taking on a business with a good history that’s trading well. It’s important we take the time to understand this before making decisions about what the future operation might look like.

One thing I can share is that we intend to rebrand the three Washington, DC clubs from Pure Fitness – as they’re currently trading – to PureGym. Previously it was felt that ‘fitness’ had more inclusive connotations in the US than ‘gym’, but the market has evolved and we believe we’re best served by operating as one brand across all our markets.

We are already PureGym in the UK, Denmark, Switzerland and the Middle East. The rebrand of our Pure Fitness clubs should be fairly seamless. But we mustn’t underestimate the challenge of building a new brand in the highly brand-focused market of New York. For the Blink clubs we’ve acquired, we’ll first assimilate our learnings and only then commence our investment programme. The physical rebrand will likely take place in the latter part of 2025, but it will require a lot of thought.

We’re very proud of the PureGym brand, but we need to ensure we launch it intelligently and that our whole proposition is very clear in the market. We’ll take our time to do that properly. Although we didn’t acquire the franchise business, we’re also having conversations with franchisees about the future of the Blink Fitness brand.

What are your other areas of focus for 2025?

We’re currently opening more than a gym a week and the pipeline is strong for 2025 and into 2026. We’re looking at 70+ new openings this year: just over 50 in the UK, probably 10-12 in Switzerland and the rest elsewhere, including the US where we’re already looking for sites.

We’re also focused on organic growth, keeping a firm eye on like-for-like performance and

The company plans to rebrand the US clubs as PureGym

PHOTO: PURE

GYM / PAUL CALVER

We’re looking at 70-plus openings this year: just over 50 in the UK, probably 10 to 12 in Switzerland, and the rest elsewhere, including the US

like-for-like members. We have a very strong programme of the refurbishment of the existing estate: over the last 12–18 months we’ve invested in 75 of our Danish gyms, for example. We’re also investing in the digital experience in and outside the gym, encouraging our members to see us as their partner in this important part of their life. It gets more difficult as we scale – we don’t have an infinite pot of capital so we have to make choices – but it’s important to me that anyone going into a PureGym anywhere in the world gets an experience the brand would be proud of.

What are your longer-term plans?

I’ve had the luxury of coming into a business that’s a very strong performer. It hasn’t needed any urgent

surgery or changes of direction, which gives me the time to work with the team and think about what the future looks like. How do we need to evolve the business over time in terms of the proposition we provide, as well as the expansion and development?

Clearly the Blink acquisition changes the paradigm to a degree, giving us a great platform for further growth and expansion in the world’s biggest fitness market, but we see growth potential in each of our markets.

There’s also the opportunity to enter new international markets. There’s nothing imminent, but we are having some serious conversations. We’re not tied to any particular model and I’ve worked with a wide array during my career – corporate fully-managed, master franchises, master and subfranchise, joint ventures – so we’ll explore all

PureGym is investing in the digital experience in and outside the gym

options. To a degree, I think it can be horses for courses in different markets. Really it’s about the calibre of partner you can attract and the level of capital they’re able to invest in the brand.

So we have lots of opportunities in front of us. My role is to help the team define the next chapter of our strategic evolution: where to focus our priorities and allocate our capital and resources, because we can’t take on everything. We need to maintain a forensic approach to doing what we do well, not tripping ourselves up by trying to do too much, too quickly.

Your openings are still mostly in the UK…

The current rate of opening – around one gym a week – is a good pace and cadence for the business. It allows us to grow in a controlled way without compromising on the level of focus that goes into investment decisions, the CapEx programme or the work that supports those openings. I’m comfortable that although it’s a fast pace, it’s a good pace for us and it’s how we envisage our continued growth in the UK.

PureGym has previously spoken about 600 high-quality new site opportunities in the UK and 100 in Switzerland and if you look at comparable markets – airlines and hotels, for example – I think that sort of scale is eminently achievable. There are a significant number of local UK markets we’re not in yet and we’re still exploring how our proposition works in smaller footprints. We’ll continue to chase the bigger footprints – we have strong muscle memory of doing that – but success in smaller footprints will allow us

We’ll continue to chase the bigger footprints, but success in smaller footprints will allow us to explore with agility

to explore with more agility and inform how many more opportunities there are in the UK.

Will there be another bid at an IPO?

We’re fortunate to have very supportive investors, a strong growth programme and good pace and trajectory in the business. Right now, our focus is on growth, not on exit.

I’m sure that time will come and when it does, we’ll explore the best options for doing so. But genuinely, that’s not where the focus of the board is right now. It’s on how we optimise the pace of growth while keeping a focus on like-for-like, organic growth. l

PHOTO: PURE GYM

The purchase of Blink Fitness has elevated PureGym’s global profile

• Attendance & Access

• Booking

• Content Marketing

• @home digital fitness

• Event Schedule

• Gamification

• In-app messaging

• Lead Generation

• Monetisation

From REPAIR to PREVENTION

EGYM Hussle is heralding a new era in fitness and healthcare

Already a global leader in smart fitness technology, EGYM has made a bold move into the UK market by acquiring Hussle, a leading fitness network. But this acquisition is about more than just expansion, it aligns with EGYM’s broader mission of shifting healthcare from repair to prevention.

Hussle, once known for its direct-to-consumer (B2C) model, has pivoted to focus exclusively on business-to-business (B2B) partnerships. By working with major health insurers such as AXA Health and Bupa, as well as companies committed to employee wellbeing such as serviced office giant, IWG.

Now, with EGYM’s acquisition, this B2B model is set to expand, offering employers and insurers a way to improve workforce health and reduce preventable illnesses, as Hussle becomes the unique economic engine that underpins the relationship between gym operators and EGYM.

The

European success story

In Germany, EGYM has already demonstrated the success of this model with Wellpass, the German

EGYM owns key fitness networks in the

equivalent of Hussle and part of EGYM. Wellpass provides employees with access to a vast network of gyms, studios, and wellness facilities, funded by employers and health insurers. This multi-brand approach ensures flexibility and convenience, addressing the needs of a modern workforce.

The impact has been profound, with employers reporting a significant increase in employee engagement and health improvements.

Companies investing in Wellpass report reduced absenteeism, increased productivity and performance and lower healthcare costs.

With this proven success, EGYM saw an opportunity to replicate the model in the UK through Hussle, helping gym operators connect with corporate clients while also contributing to a healthier workforce and – by extension – a less strained NHS.

“The acquisition of Hussle is a game-changer for EGYM,” says Garry Spreadborough, partner sales director at EGYM Hussle. “With Hussle’s strong network and EGYM’s advanced technology, we have a unique opportunity to make preventative fitness a cornerstone of corporate and public health initiatives.”

“By integrating corporate fitness revenue with smart equipment, gym operators can improve their facilities and attract a broader audience”

Garry Spreadborough, partner sales director, EGYM Hussle

EGYM Hussle is driving success through B2B member acquisition

PHOTO: EGYM / HUSSLE

PHOTO: EGYM / HUSSLE

Expansion and Investment

EGYM’s entry into the UK market comes at a time of rapid growth. With major investments from L Catterton and Meritech Capital, the company has been able to accelerate product development and expand globally, as well as achieving the rare status of being a European ‘unicorn’ with a valuation exceeding €1bn.

The backing of these investors highlights confidence in EGYM’s vision: integrating smart fitness technology with scalable membership solutions to drive widespread health benefits.

EGYM’s ambitions go beyond acquisitions. The company has recently strengthened its leadership team by recruiting industry veterans Rob Barker (formerly Precor), Chris Clawson (formerly Life Fitness), and Steve Barton (formerly Technogym). Their extensive experience in fitness technology and business growth adds depth to EGYM’s strategy, ensuring the company is well-positioned to drive significant change in the industry.

“EGYM’s acquisition of Hussle is a game-changer that allows us to combine our world class smart equipment with corporate fitness revenue generation for operators”

For Spreadborough, who previously served as UK sales director at Keiser, this is an exciting opportunity. “Having spent years in the fitness industry, I know the importance of preventative healthcare,” he explains. “Hussle has always been about accessibility, and with EGYM’s technology, we can help employers and the NHS reduce the burden of preventable illnesses by making fitness more engaging and widely available.”

“The combination of EGYM’s cutting-edge equipment with the economic engine provided by Hussle is a compelling proposition for the UK market”

Justin Musgrove, CEO, Fitness First UK

Steve Barton, country director EGYM UK

Supporting operators with smart fitness

One of the most compelling aspects of this acquisition is how it helps operators future-proof their businesses. Hussle’s corporate partnerships generate significant incremental revenue for participating gyms. This can be reinvested into upgrading facilities with EGYM’s equipment and AI-driven training tools, ensuring gyms stay competitive and appeal to a wider range of users.

Hussle’s B2B model allows businesses and insurers to provide gym access as an inclusive employee benefit, while EGYM’s smart equipment delivers personalised, data-driven workouts that improve long-term fitness outcomes. This combination creates a powerful offering for operators: increased membership through corporate partnerships and enhanced retention through cutting-edge technology.

“As someone who’s worked closely with gym owners, I know how critical it is to offer an experience that keeps members engaged,” Spreadborough notes. “By integrating corporate fitness revenue with smart equipment, operators can improve their facilities and attract a broader audience.”

PHOTO: EGYM

PHOTO: FITNESS FIRST

Value proposition for operators and the NHS

For gym operators, the EGYM-Hussle partnership provides a transformative opportunity. The ability to attract corporate clients while upgrading facilities with smart technology creates a sustainable business model that benefits both operators and their members.

At the same time, this model aligns with broader public health goals. With preventable illnesses placing increasing pressure on the NHS, there’s an urgent need for initiatives that encourage healthier lifestyles.

By working with employers and insurers, EGYM and Hussle are making fitness more accessible, ensuring more people engage in regular physical activity before they develop chronic conditions.

Modern workforces demand multi-brand access, require a wide network of locations, and expect substantial employer contributions to make fitness accessible. The success of Wellpass in Germany proves this approach works and EGYM is wellpositioned to help UK businesses and policymakers create a healthier, more productive workforce.

“Gym operators need to evolve to stay competitive,” Spreadborough emphasises. “By integrating flexible access solutions with stateof-the-art fitness technology, they can provide a more engaging, efficient and scalable experience for their members, while contributing to a broader preventative healthcare movement.”

GET IN TOUCH

To contact Garry Spreadborough, email garry@hussle.com to find out more, or meet him in person with EGYM in Hall 6: stands A37 and C32 at FIBO 2025

The future of EGYM, Hussle and preventative healthcare

The acquisition of Hussle marks a major step in EGYM’s expansion into the UK. With financial backing, technological expertise and a proven track record, the company is set to reshape the fitness and healthcare landscape.

For Spreadborough, the road ahead is filled with potential. “We have the tools, the expertise and the vision to make a lasting impact on the fitness industry and public health,” he says. “This partnership isn’t just about business growth – it’s about helping people live healthier, more fulfilling lives and reducing the strain on the NHS.”

As corporate wellness and preventative healthcare become central to the fitness industry, EGYM’s acquisition of Hussle stands as a testament to the company’s commitment to innovation.

This synergistic relationship between a growing fitness network and cutting-edge fitness technology represents much more than a change in the way people access gyms. It’s an investment in a healthier future for us all.

After all, movement is medicine.

http://lei.sr/x0W3c

PHOTO: EGYM / HUSSLE

EGYM Hussle check-in revenue can be reinvested in equipment

Hospitality

People moving across from the hospitality and retail sectors tell me it’s a joy to work in health and fitness

Justin

Musgrove CEO Fitness First

Hospitality level standards of service is something we’re prioritising at Fitness

First UK. The health and fitness industry is relatively new compared to the seasoned hospitality industry and we lack experience in customer-centricity and consistency in operating procedures. Hospitality is renowned for first class training along with well refined operating practices and ingrained mystery shopping, which is something we need to develop. However, our industry is revered for its positivity, energetic approach and hunger to succeed – people moving across from the hospitality and retail sectors tell me it’s a joy to work in health and fitness.

We can develop a hospitality-style, service basedculture by importing talent from hospitality and retail to help develop our people, using new suppliers who share their experience from other sectors and tailored to the needs of fitness. Owners and leaders also need to be bold enough to adopt cultural changes without losing the essence or strengths of our industry.

As we aim to drive up service standards at Fitness

First we’ve made changes, including bolstering our leadership team with talent from Boots, WH Smiths and Matalan. We’re re-writing, and modernising, our operating foundations, with the new strategy being built around the customer. We’re also investing in new technology and learning and development.

Having a wider skilled and experienced leadership is expected to bring a step change to our industry, ultimately making businesses more valuable and more desirable to work within.

PHOTO: LEEJAM

Mark King CEO

Xponential Fitness

It’s all about the experience on offer. Restaurants really nail the customer journey, especially those in the data-obsessed quick service segment. Every touchpoint is designed to make the customer feel an emotional connection, from the menu to the ambiance to the service. Fitness should do the same.

By improving how we map the member journey – from the way they learn about a boutique fitness brand, for example, to the moment they finish their first workout – we can drive brand equity and lifetime customer value. People don’t just want to break a sweat; they want to feel inspired. We have to operate accordingly: focus on delivering an exceptional member experience, day in and day out.

As CEO at Xponential, I’ll be emphasising respect and dedication for small operators. My job is to help franchisees succeed. At Taco Bell, I developed a deep admiration for franchisees – their entrepreneurial spirit, their grit and their ambitions. Culture isn’t top-down – it’s about unlocking potential by empowering people. You start by articulating a vision for something extraordinary, then make sure you’re keeping the path for creativity and collaboration clear so everyone feels they have a platform. A winning culture is not about bureaucracy or hierarchy – it’s about giving people the freedom to innovate, solve problems and grow together.

Restaurants really nail the customer journey. Fitness should do the same

Colin Waggett CEO Third Space

The hospitality industry has about a 100 year or so head start on the fitness industry, so we have a lot to learn. One of my favourite reads on this topic is Isadore Sharp’s book about Four Seasons – the business he founded. He reckons it took a few decades to get it right. The simple point is that exceptional service is so easy to understand but really quite hard to deliver consistently. It’s all about the culture of your company. You need the right sort of people, who are skilled, motivated and empowered to deliver that exceptional service. Our industry can be quite focused on what’s new and what’s different, rather than what’s good. How

There are few shortcuts when it comes to service, says

We pay great attention to all the internal rituals which together help define our culture

often do you hear about new hotel concepts? Not that often because that’s not really what people want. They want really good experiences. I’m all for innovations, but keep them in perspective – they’ll never be more important than getting the basics right. I’ve seen plenty of concepts in our industry come and go, shining briefly and brightly in PR terms but fading as businesses once the shine of new has gone. It starts with making service culture a priority, which in my view starts with making sure you’re in control of your culture. For us that means investing heavily in our relationship with our service delivery team, which involves rigorous selection, thorough onboarding, inspiring training and ongoing career development opportunities. I want every instructor and personal trainer to have been through this before we put them in front of our members, and I want the best ones to stay and make a career with us.

We made the changes to shift from a partly freelance and self-employed model to a fully employed model around decade ago and we never stopped working and trying to improve our team member experience ever since. We’ve made significant investments in our academy and learning and development functions, and take great care and attention in all of the internal rituals which together help define our culture. When this is combined with our obsession with tracking member satisfaction using Net Promoter Score – so everyone is in no doubt as to what our organisational priority is – then we make some progress. This does require a lot of staying power because there are few short cuts or quick wins.

Waggett

We can learn from hospitality and explore how we can use data and insights to understand customers’ needs

Belinda Steward

MD of leisure, health and wellbeing

Places Leisure

It’s vital both industries deliver high-quality customer interactions and touchpoints throughout a customer journey that should be personalised, creating a more authentic and enjoyable experience.

The hospitality industry is particularly skilled at using data, insights and benchmarking to create customer journeys. Using these insights, key players have developed journeys that start from the initial stages through arrival, stay, departure and post-departure.

As an industry, we can learn from hospitality and explore how we can use data and insights to understand customers’ needs. We can take these insights and use them to build all-important customer journeys.

Like the hospitality industry, we have different customer groups with wide-ranging needs. We must understand these reasons and use them to tailor our approach.

In hotels for example, a regular business traveller may be looking for a warm welcome and comfy bed whereas a family on holiday may require more information on the locality. This can be applied when we have a gym user who understands the

Guests might forgive a slightly tired design but not bad service

equipment but is looking to vary their workout, compared to a first-time user who requires advice to become more active.

Data and insights can also guide how we decide to approach pricing, loyalty programmes and yield management to address supply and demand, as well as retention.

The hotel industry is strong in these areas and we’re looking at how we can learn from this.

Service has long been at the heart of the hospitality industry, not least due to the abundance of customer reviews which play a big part in the decision-making process for customers. Guests can forgive a slightly tired design but not bad service. When you combine this with an understanding of how competitors fare, they can ensure teams are trained to deliver excellent service and a product that’s deemed value for money.

I’ve learned many things from my experience in hospitality, but one that always sticks with me is that when you have a culture of trust and empower your team to do the right thing, they will do just that and will surprise you in how creative and caring they are, which can have a profoundly positive impact on customers.

PHOTO:

Lewis: ‘The industry can benefit from hiring talent from other sectors’

Chequan Lewis President Crunch Fitness

Ienvision Crunch as a place where we treat every check-in as a moment of truth. We’re in relentless pursuit of this standard every day and it’s essential we deliver a legendary experience to all our members with urgency and consistency. My passion for this vision comes from my time as COO of Pizza Hut. In the restaurant world, every meal served really was a moment of truth. And the ability to fully adopt that level of urgency, which is common in that restaurant space, will be a competitive advantage for Crunch. It’s also critical for the fitness industry at large.

A hospitality-style culture can fuel excellence with a focus on ensuring team member training which reflects this value of delivering a great experience for every member in every moment with us. Fitness brands and health club operators need to have their ears tuned in to the voices of gym members to ensure the industry is meeting their needs, and also aware of the latest trends.

It’s essential we deliver a legendary experience to all our members with urgency and consistency

To develop a service-based culture, the industry can also be open to importing talent from other sectors. We’ll meet the moment by meeting our members, team members, and franchise partners where they are. This may sound vague, but it’s really not. The urgency of this approach moment-to-moment is a very specific challenge we’re taking as a collective to deliver a legendary result, and it will show up in every aspect of how we function as a company. l

BRAND ELEVATION

From England cricket to the Boat Race, D2F’s Matt Aynsley explains how the company’s bespoke division is excelling in the clothing and accessories market

At D2F Bespoke, we specialise in creating premium custom apparel and accessories to help set brands apart. Custom merchandise or uniforms can really elevate a brand and we pride ourselves on helping our clients offer the finest range.

range designed for commercial success, but also represents the race’s identity as a prestigious sporting event steeped in centuries of history.

With We’ve

With over two decades of industry expertise, we partner with brands of all sizes in the health, fitness and lifestyle market.

We’ve also crafted bespoke collections for some of the world’s most prestigious sporting brands, including the Olympics, the Boat Race, the FA, English Cricket Board, Premiership Rugby Clubs and more, but we also deliver for smaller events and businesses.

Fully bespoke products

Our product range is fully bespoke and covers everything from stylish outerwear and comfortable leisurewear, to socks, hats and everything in between – including branded accessories – delivering premium quality at competitive prices.

For example, we worked closely with the Boat Race to design a clothing

It’s also worth mentioning that we pride ourselves on our strict code of ethical and ecoconscious sourcing policies and hold ourselves to the highest standard, as we want these brands to feel completely safe with us.

We have a five-step process to ensure every detail is perfect for our clients, starting with an in-depth consultation where we get to know the brand and explore design preferences.

We follow this up with initial concepts and refine the design –every element is customisable, even small details.

Standout results

For The Boat Race, we used the crossed oars and boat race colour detailing to customise zip pulls, as well as back neck tapes and labels. All these small details help the products stand out and create a sense of attachment between the brand and the products, beyond the base logo itself.

Once a client is satisfied with the designs, we provide a comprehensive view of the collection, allowing clients to make any additional adjustments before we move forward with creating preproduction samples for final approval.

Once full production begins, we provide ‘top samples’ – exact replicas of the final products, allowing clients to see and feel the quality before the main shipment arrives.

We work with businesses and events of all sizes. Bespoke is ideal for any brandconscious businesses that demand uniformity, quality, and an unmistakable identity.

Anyone looking for branded products should get in touch, whether it’s high quality uniforms or a collection for retail, we can deliver across the board. More: www.d2ffitness.com

D2F works with big brands in sport and health and fitness

equipped Well

Operators tell Julie Cramer how they stay on top of fi tness trends when it comes to choosing new equipment

Booty Zones, Hyrox and Les Mills are key areas of investment for LifeFit

Lars Drengwitz

LifeFit Group

Our Fitness First clubs in Germany are divided into training zones and we’re currently setting up a completely new zone, the Booty Zone, which consists of equipment that focuses exclusively on training the gluteal muscles.

Booty is a trending topic and these are useful workouts in terms of various training goals, such as promoting healthy posture, combating back pain and enhancing performance in sports. Aesthetics are also a factor with the fashion for defined glutes.

The Hyrox concept is also gaining in popularity in our clubs, meaning Hyrox equipment is becoming a permanent addition. We’re also investing in group fitness by equipping all Fitness First Black clubs with Les Mills equipment.

Share your approach to delivering fresh concepts

We implement concepts that fit into the customer journey, rather than just introducing individual pieces of equipment.

The benefits of new equipment must be clear to both customers and employees. A recognisable concept aids employees in explaining the innovations and increases member usage.

POPULAR IN 2025

>>> Glute training <<<

>>> Hyrox zones <<<

>>> Functional training <<<

>>> Strength training <<<

>>> Recovery <<<

“We’re also investing in group fitness, by equipping all clubs with Les Mills equipment”

What are your investment criteria?

Before investing, we assess meaningfulness, added value for customers and ‘fit’ and only implement what we’ve tested and deemed effective, ensuring our offerings provide genuine value.

Experience shows that introducing new equipment without a clear idea offers no real benefit. Moreover, we prioritise maintaining a high standard for our existing equipment, ensuring all offerings in the club are consistently excellent and meet the needs of our members.

With 165+ clubs in a rapidly growing company, this is a task that should not be underestimated.

What’s your focus going forward?

In 2025, we’re focusing on rolling out the Booty Zone in additional Fitness First clubs and integrating it into the clubs. Every year, we attend FIBO and HFA to explore innovations and trends. It’s important for us to continuously evolve and be able to offer the latest services and offerings in our clubs.

More: www.lifefit-group.com

Justin Musgrove

Fitness First UK

We’ve launched EGYM smart equipment across the Fitness First UK estate. This combined with E-Volt body composition analyser provides groundbreaking data on members’ progression.

We’re also piloting the use of luxury strength equipment from UK manufacturer Watson. Finally we’re looking at recovery through introducing Theragun and cold plunge.

Share your approach to delivering fresh concepts

We define our strategy, being mindful of what Fitness First stands for and establish our ‘why’. Then we research new products through industry events such as the HCM Summit, W3Fit, PAF, FIBO, Perform X and Elevate, as well as keep an eye on the competition, both at home and abroad.

What persuades you to part with your cash?

We’re looking for differentiation. There’s always a danger that health club operators blend into

one these days, so choosing products that aren’t so common can give us that point of difference. We’re also looking for equipment with integrations to the EGYM ecosystem. Aside from aggressive commercial terms, we’re looking for good service and training support.

What’s your focus going forward?

We’re undertaking a programme of upgrading our CV and strength equipment. We have a blueprint with new interior design, which we’re calling Fitness First 3.0. We’re also planning to upgrade changing rooms and adding recovery pools to complement our hot facilities. More: www.fitnessfirst.co.uk

“There’s a danger health club operators blend into one these days, so choosing products that aren’t so common gives us a point of difference”

Fitness First UK has entered into a partnership with EGYM to roll out AI-driven equipment

“Our equipment innovation systems use data-driven insights to understand who is using equipment and how often”

Neil Ferguson

PureGym

We constantly listen to member and non-member feedback and scan the market for innovations to ensure we’re offering state-of-the-art equipment.

A key focus currently is core and glute training, so we’re working with partners to plan how we can enhance our equipment in these areas.

Given the rise in demand for functional fitness and Hyrox, we’re also designing a functional zone for members wanting to train for competitions. Finally, for members who are new to strength and conditioning, we’re developing specialised equipment that eases them into strength-based training before moving into the free weights area.

Share your approach to delivering fresh concepts

Our priority is to provide maximum value-for-money, which is why we’re continuously trialling new equipment to include in our offering.

While we can’t fit everything into all our gyms, our targeted equipment innovation strategy uses data-driven insights to understand who is using the equipment and how often.

What are you looking for when it comes to investing?

Equipment must fulfil three groups of criteria to be added to our

These insights inform decision making on which pieces of new equipment enhance our proposition and deliver the best value for our diverse membership.

offering. Firstly, it has to appeal to our broad membership, be simple and regularly used and be complementary to our value proposition. Secondly, every piece of equipment needs to be virtually indestructible. We ensure this by testing new equipment in our busiest gyms before deciding if it’s the right fit. Finally, given our focus on providing value-for-money for our members, new equipment must make sense commercially.

What’s your focus going forward? Every year we focus on advancing our gym formats. We introduced our ‘Very Small Box’ format at the end of 2024 and will spend 2025 fine-tuning that model. We’re also looking at how we can improve our larger gym formats to appeal to an even broader audience. Looking forward to 2026, we’ll focus on our recent US expansion and what the right gym model might look like for that market. More: www.puregym.com

PureGym is fine-tuning its Very Small Box model, while preparing to upgrade its new US clubs

The Gym Group has been a longtime user of Matrix equipment

Sarah Grime

The Gym Group

We’re always working on product innovations, focusing on how we can offer the most in-demand equipment to give members a high value experience at an affordable price.

We’ve recently extended Hyrox training classes to 120 clubs, making us the largest deliverer of Hyrox training in the UK. This has meant we need to ensure all those gyms have the right kit – for example SkiErgs.

Other key areas of focus at the moment include developing glute zones within our gyms, our strength training facilities, as well as enhancing our HIIT and functional offering.

Share your approach to delivering fresh concepts Research is incredibly important, and we spend time looking into individual products and suppliers to assess their suitability operationally.

Lots of our members are very knowledgeable – we call this a ‘high fitness IQ’ – so staying on top of fitness trends is key, ensuring we’re up to date with what our members and potential new members want to see in their gym. This includes rolling out popular kit to more sites, such as Olympic lifting rigs and glute training.

We work closely with our current equipment partners to support future product development as our needs evolve and we continue to grow and open more gyms.

PHOTO:

What are your investment criteria?

The physical product is one of the key focuses, but there are wider considerations, such as ensuring it meets our company values and our ‘high value, low cost’ proposition.

Sustainability is also an important part of our new equipment evaluation. We work with our suppliers to use less and alternative types of packing, as well as introducing a range of fully recyclable accessory products, such as lifting plates.

The overall commercial proposition has to be right, as well as the durability and the warranties. As a 24/7 provider, our kit has to be made to last as it must withstand thousands of uses per week, so getting it right is vital to the overall member experience.

What’s your focus going forward?

We’ll keep testing, learning and listening to the most important people: our members and teams. Looking

Top considerations for buying kit

>>> Strong and sustainable consumer demand

>>> Offers value to a club’s customer journey

>>> High levels of durability

>>> Solid warranties, servicing and training support

>>> Commercial proposition that makes sense for the brand

to understand members’ evolving needs, aligning with global trends and understanding where we can add value to our product proposition are also vital.

As well as this, we’re looking to open 14 to 16 new gyms in 2025, so supporting the delivery of these openings with the best kit possible is a big focus for us when it comes to purchasing. ●

More: www.thegymgroup.com

“Lots of our members are very knowledgeable about exercise – we call this a ‘high fitness IQ’ – so staying on top of trends is key”

18-19 JUNE

200+ Exhibitors

1000+ Products

200+ Speakers

RAISING

THE GAME

The UK health and fitness sector is booming – but with growing competition, standing out as a trusted professional is more important than ever.

Whether you’re a personal trainer, fitness instructor, or an educator in the industry, your credibility and qualifications can make all the difference.

That’s where Active IQ comes in.

We’re a specialist in vocational education, ensuring the highest standards in training, assessment, and professional integrity.

It’s why we recently launched our Quality Charter for all individuals and organisations delivering Active IQ qualifications.

Why choose Active IQ?

Active IQ isn’t just another awarding body; it’s a benchmark of excellence. Our qualifications are designed to meet industry needs while upholding the highest ethical and professional standards.

The newly launched Active IQ Quality Charter ensures that approved training providers maintain these standards, helping learners and professionals gain real credibility in the sector and beyond.

When you gain a qualification through an Active IQ-approved centre, you demonstrate to employers, clients, and peers that you meet the gold standard in professionalism, integrity, and service.

Professional standards

Whether it’s a training provider delivering qualifications, a learner starting out in their

fitness career, or a professional looking to further develop, choosing an Active IQ qualification means committing to a series of behaviours, including:

● integrity and professionalism: always acting honestly and ethically, setting the example for others in the industry

● quality education and training: ensuring fitness professionals are skilled, knowledgeable, and capable of delivering top-tier services

● health and safety: promoting safe working practices and compliance with industry regulations

● respect for diversity and inclusion: supporting an environment where all individuals feel valued and respected.

These values aren’t just principles on paper – they’re embedded into every course, every assessment, and every learning experience Active IQ provides.

What this means for you

If you’re looking to enhance your career, choosing a qualification backed by Active IQ gives you a distinct advantage. Whether you’re working in a gym, running your own fitness business, or delivering educational programmes, an Active IQ qualification ensures you:

● stand out to employers: many businesses prefer hiring professionals trained under Active IQ’s rigorous standards

● gain client trust: your clients will have

Active IQ is raising professional standards with the launch of its Quality Charter explains Lisa Skelton, head of business development

Lisa Skelton

If you’re looking to enhance your career, choosing a qualifi cation backed by Active IQ gives you a distinct advantage

confidence in your expertise and ethical approach to their health and fitness journey

● stay ahead of industry changes: Active IQ continuously updates its qualifications to align with new research, best practices, and regulatory requirements

● access top-tier education and training: whatever you’re studying, you can be sure it meets the highest industry benchmarks.

Learning through approved providers

All Active IQ-approved centres must adhere to our Quality Charter, which ensures they meet a series of non-negotiable agreements in

order to provide the highest possible service.

This includes delivering fair, honest, and high-quality training; maintaining transparent pricing and clear learner contracts; providing ethical marketing and fair-trading practices; following robust policies on learner support, complaints, and appeals; and championing ongoing professional development and integrity.

When you choose an Active IQ-approved centre, you’re not just signing up for a course – you’re investing in a qualification that is recognised, respected, and valued across the industry and delivered by a training provider that’s committed to your future.

Take the next step in your career

If you’re serious about building a longlasting career in the health and fitness sector, ensure your qualifications reflect your commitment to excellence.

With Active IQ, you’re not just earning a certificate – you’re becoming part of a professional community that upholds the highest standards in education, ethics, and expertise.

More: www.hcmmag.com/qualitycharter

Active

EURO DEALS

As the European fitness industry heads to FIBO, Kath Hudson rounds up some of the deals which have happened during the last year

At the start of last year, Deloitte and EuropeActive’s European Health & Fitness Market Report 2024 showed that the European health and fitness sector had well and truly left the pandemic behind. Revenues were up 14 per cent and had exceeded pre-pandemic levels; memberships up by 8 per cent and there was a 1 per cent increase in the number of clubs. There was also a noticeable shift away from home fitness towards club-based exercise. This momentum continued throughout 2024 and into 2025, with plenty of activity.

The big three Basic-Fit , the largest and fastest growing European gym operator, added 173 clubs to its network last year. When announcing full-year results earlier this year, CEO, Rene Moos, said growth will be deliberately racheted back to 100 clubs this year and in 2026.

“At the new growth pace, we’ll remain the fastest growing fitness chain in Europe while generating a significant amount of cash,” said Moos. This will enable shareholder returns through the launch of a €40 million share buy-back programme this year. The Dutch low cost operator sold the five Holmes Place clubs it had acquired in Spain, as part of the RSG Group estate, to Spanish premium sports facilities operator, WeMet, in the summer. The estate included three clubs in Madrid and two in Barcelona.

Nothing was said in the annual results about plans for franchising which were trailed last year. Europe’s second largest operator, RSG Group, has been focused on rolling out the refresh of its legacy brand, McFit. The bright and welcoming designs feature dedicated women’s areas with direct access to changing rooms as well as more social spaces.

The 49th site in its premium brand, John Reed, was launched in Berlin, in a former

The 49th John Reed was launched in Berlin in a former slaughterhouse –the seventh location in the city

RSG Group is looking for architecturally signifi cant location for its John Reed brand

Basic-Fit is deliberately slowing development to boost shareholder returns slaughterhouse. The company is looking for more opportunities in cosmopolitan cities in the US and Europe, however, it’s extremely selective about sites, which must fit the brief from both a location and architectural point of view.

On 1 January 2025, Gerd Schaller, brother of the late founder, Rainer Schaller, joined the management team as the third CEO, alongside Hagen Wingertszahn and Dr Jobst Müller-Trimbusch.

With three CEOs at the helm, the company plans to develop key business areas such as digitalisation, expansion and customer concepts.

“Our task will be to further develop the company, implement innovative concepts and inspire people around the world,” said Schaller.

British high value low cost operator, PureGym , is Europe’s third largest fitness company, the market leader in Denmark and has a growing business in Switzerland. In 2024 it was mainly concerned with establishing a strong foothold in the US, with the acquisition of Blink Fitness, as well as its UK rollout, experimenting with smaller footprints to go into local communities and high-street type locations.

Speaking in this issue (p44), CEO, Clive Chesser, says: “We believe our high value, low price model is compelling in all the markets where we operate and probably every market around the world, and increasingly, we intend to explore that.

“We’re currently opening more than a gym a week and the pipeline is strong for 2025 and into 2026. We’re looking at 70+ openings in

2025; just over 50 in the UK, probably 10 to 12 in Switzerland and the rest elsewhere, including the US where we’re already looking for sites.

“There’s also the opportunity to enter new international markets. There’s nothing imminent, but we’re having some serious conversations. We aren’t tied to any particular model and I’ve worked with a wide array during my career – corporate fully-managed, master franchises, master and subfranchise, joint ventures – so we’ll explore all options.”

The fight for Spain

With just 700 value gyms in Spain, this is seen as a growth opportunity that a number of operators are eyeing, including Planet Fitness

The US health and fitness giant, opened its first site at Barcelona’s Via Sabadell shopping centre, in July 2024, as a joint venture with a franchise partner.

CEO Colleen Keating, said: “The 10 per cent penetration rate in Spain offers an incredible opportunity and we believe the judgement-free, affordable Planet Fitness concept will resonate.

“We’re leveraging our strong balance sheet to drive growth at a faster pace and demonstrate proof of concept in exciting new markets as we

continue to position Planet Fitness for sustained growth and value creation,” she continued.

In addition to franchising, Planet Fitness has hinted it might also look to grow by acquisition in Spain and Tom Fitzgerald, recently retired FD is on record as saying he believes there’s room for 300 Planet Fitness locations in Spain. However, some homegrown Spanish operators are also on aggressive rollouts. Synergym – a company which continued to expand even through the pandemic – has entered into a €70 million financing agreement to fund expansion, with plans to open 40 clubs a year for the next two years, bringing its estate to 200 by the end of 2026.

Speaking to HCM , for an interview in the next edition, MD, Jordi Bella, says: “We now operate in every region of Spain and are well-structured to grow here. Synergym’s growth is 100 per cent organic, because it allows us to maintain the same quality across our entire chain.

“This also means we can deliver up to 50 per cent EBITDA margins in each club and we even remained profitable throughout the pandemic

“In February, this profitability – along with our strong growth plans – saw us become the first

Planet Fitness has hinted it might look to grow by acquisition in Spain, seeing potential for 300

PHOTO: SYNERGY

Urban Gym Group which operates Trainmore, PILAT3s, TRIB3 and BTYCLB, acquired Sparring

Partners

Holdings,

owner of Gymbox

Jims doubled in size in 2025 with the purchase of NRG

value fitness chain in Spain to raise financing from traditional, highly risk-averse banks.”

VivaGym , which was acquired by Providence Equity Partners in June, more than doubled in size in the latter half of 2024, by acquiring 113 sites and opening five, bringing the estate to 224. The acquisitions were 70 Altafit clubs, 10 Smart Fit gyms, eight Macro Fit , four OneFit , 20 Fitup and one Fitness4all .

Speaking in HCM issue 1 2025, Juan del Rio (www.hcmmag.com/JuandelRio), said the company will be looking to fortify its position in Spain and Portugal during 2025 and 2026, including developing new clubs on greenfield sites: “We expect to open 100 new gyms over the next five years. From 2027 we’ll look further afield, assessing opportunities in Europe and potentially in other areas of the world.

“I’ve always maintained a desire to have a million members in the VivaGym system and there’s plenty of opportunity.,” said del Rio. “The penetration rate in Iberia is currently only around 10 per cent, which I can see growing to 15 per cent over the next few years. Meanwhile, even with 224 clubs, we’re still only present in 31 of Spain’s 50 major cities, leaving significant room for expansion”

is now part of Urban Gym Group

Activity in central Europe

Dutch company, Urban Gym Group – which operates a number of brands including Trainmore, Club Sportive, PILAT3s,TRIB3, BTYCLB and Renessence – is looking for further expansion and in October announced the acquisition of Sparring Partners Holdings, owner of UK-based boutique brand, Gymbox, which had 10 sites trading.

Urban Gym Group CEO, Neil Randall, said: “Gymbox is an iconic business with a unique personality and there are great synergies between our brands. This deal marks the beginning of an exciting new chapter, starting with the development of a new flagship club in Finsbury Park, London, along with further investments into the current estate.” Belgian operator, Jims , owned by the Colruyt Group has doubled in size this year with the acquisition of 40 fitness clubs from NRG , making it the second largest fitness operator in the Belgian market (behind Basic-Fit).

Pieterjan Nuitten, MD at Jims (See HCM Summit www.hcmmag.com/HCMsummitPJ), said: “This puts us several years ahead of target in the plan we had set for Jims. We have now doubled in size at a stroke with one deal.”

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. After being bought by Waterland in September, LifeFit Group has been on a buy and build strategy, including the acquisition of Body Culture Group last October, SportsUp in January and a premium Munich health club, Sports and Health in March.

Last month the company agreed its largest transaction to date when it merged with Fit/One Group, also owned by Waterland. This deal gives LifeFit Group a platform to build on in Austria.

The additional 45 clubs – 33 in Germany and 12 in Austria – brings the estate to 210 and much closer to the goals of 250 operational clubs by 2028.

Martin Seibold, CEO of LifeFit Group, says “This merger is the largest transaction to date and the next logical step towards internationalisation and the exploration of new regional markets, particularly in Austria. We are excited to become active in our neighbouring country.”

Gymbox

PHOTO: GYMBOX

Club Pilates will be entering Belgium, Luxenbourg and Monaco, as well as Spain, France and Portugal

Fast Fitness Japan , master franchisee of Anytime Fitness in Japan, acquired the master franchisee rights to Anytime Fitness (part of Purpose Brands) in Germany. Headquartered in Tokyo, the company operates 1,100 clubs in Japan, with 800,000 members, and has been seeking opportunities for growth both domestically and overseas.

Kiyoaki Yamabe, CEO of Fast Fitness Japan , says: “We are delighted to have obtained master franchisee rights for Anytime Fitness in Germany, a market with a high fitness participation rate where we project a need for high added-value fitness gyms. We will continue to work closely with the Purpose Brands headquarters in the US to further accelerate the opening of new clubs in Germany, as well as other countries.”

The world’s largest boutique franchisor, Xponential Fitness , launched more than a dozen Club Pilates studios in the UK, Spain, Germany, Portugal and France. YogaSix made its European debut in Frankfurt, while BFT launched new studios in Glasgow, East Croydon, and Barcelona and signed a master franchise deal for Scandinavia. Club Pilates will be entering Belgium, Luxembourg and Monaco under a new master franchise agreement, alongside growth in Spain, France, and Portugal.

Eastern Europe

Polish franchisor, Xtreme Fitness Gyms , hit the milestone of 100 sites at the end of last year and is aiming for 500 locations in the country in the next six years, as well as eyeing neighbouring countries.

Last year the mid-market franchisor opened 42 clubs, there are more than 60 planned for this year and the team is planning to expand into neighbouring countries, either by direct franchising or master franchising.

Speaking in this issue, CEO James Cotton, says: “We’re very much looking for speed. The fitness franchise market in Eastern Europe is wide open, so we’re looking to occupy that space.” Polish aggregator, Benefit Systems – which runs the MultiSport Program used by more than two million employees in Poland, the Czech Republic, Slovakia, Bulgaria and Croatia – boosted its portfolio to 240 clubs last November, with the acquisition of MyOrganiq, which has eight facilities in western Poland. The company also took its first step into the mental health domain by acquiring a 69.8 per cent stake in Wellbee , a Polish mental health and personal development platform. l

Club Pilates is an Xponential Fitness brand

sports.regupol.com

The

1, 3, 5 Series will ensure satisfaction for every facility and every member for many

years to come

Greg Bradley

growthExplosive

Strength training is booming, with operators looking to meet rising demand. The all-new new three-rig series from BLK BOX offers opportunities for clubs of all sizes to refine and customise fitness zones

With rigs and racks now highly desirable flagship structures in many health club strength training zones, BLK BOX has launched its next evolution of power equipment for the fitness market.

The new fully-scalable customisable 1, 3, 5 Series has been designed to meet the evolving demands of smaller gyms and studios, mid-range to larger health clubs and elite sports and training facilities, giving users access to high-performance training at every level.

A core strength of the new three-series range also comes from the extensive ‘real life’ research conducted by the BLK BOX team, who went beyond merely consulting with gym operators to reach the actual pro users – the athletes and coaches who interact with the equipment on a daily basis.

BLK BOX founder Greg Bradley says: “Their insights on usability, comfort, and functionality have informed every feature of our new rigs and racks. It ensured that what we manufactured in-house at our Belfast HQ perfectly solves all their daily training needs and delivers an elevated experience to regular members too.”

Along with extensive function also comes standout form, as each series comes with the option of custom colour matching, custom branding and a whole range of modular add-ons to ensure each facility can have a strength training set-up that’s unique and tailor-made for the club and the members.

The 1, 3, 5 Series lowdown:

Bradley continues: “We’ve built the 1 Series for those operators entering the market that need a fast solution. The 3 Series has been designed for ambitious heath and fitness facilities that are ready to scale and the 5 Series has been developed for professional environments that require peak performance and unlimited customisation.”

The 3 Series is for ambitious clubs ready to scale

Rigs and racks can be customised for training at all levels

1 Series

The 1 Series design is an off-the-shelf solution (in 60x60mm steel), the development of which was driven by client requests for shorter lead times without compromising on quality and materials. It’s designed to be delivered and assembled quickly – so is perfect for smaller gyms, schools and quick turnaround projects.

3 Series

The 3 Series (in 70x70mm steel) is designed for facilities already benefiting from the huge interest in strength training, and wanting to scale their offerings to follow this trend and meet rising member demand. Its modularity means it can grow alongside the club, while many possibilities exist for branding, customisations and functional add-ons meaning it can become a oneof-kind structure that’s a real lead magnet for new members and a talking point for existing ones.

Being able to create a unique set-up with bespoke colourways and features helps operators differentiate from their competitors while greatly improving member satisfaction and retention.

Why choose a BLK BOX Rig or Rack?

● ‘ Built Better’ promise Since 2012, the company has invested in its manufacturing facility to guarantee superior consistency

● User-led design

The team involves end-users so equipment aligns with realworld training needs

● Modularity and adaptability

Equipment adapts to changes in space, trends and member expectations

● Tailored customisation

With extensive colourways and branding options, gym space becomes uniquely yours, enhancing community connection

● Performance and reliability

Trusted by over 300,000 clients globally from grassroots to elite, BLK BOX equipment consistently delivers exceptional results

Function can be future-proofed as members’ training needs evolve. For example, it integrates with BLK BOX’s Nexus cable system to encourage greater creativity, endless versatility and optimised training engagement.

5 Series

For those demanding ultimate quality and precision, this is BLK BOX’s flagship strength offering that comes with a lifetime durability guarantee. Built for premium clubs, elite universities and highperformance centres, it caters to the rigorous demands of professional athletes and high-level users.

The rigs and racks (in 80x80mm steel) include detailed customisation options and precision adjustments, so coaches can deliver sessions tailored exactly to clients’ needs – from performance testing attachments to adjustments that support peak performance in every session. It ensures a meaningful training experience to those with the most demanding needs.

Visually, it can also become a real showstopping structure, with the highest levels of bespoke branding, colours and modular add-ons available.

More: www.blkboxfitness.com

GROUP TRAINING WINNING

The path from the gym floor to the studio is paved with gold, says Jo Bryce. Operators are boosting lifetime value by helping more members make the journey

50 per cent of Gen Z want to exercise, but 14 per cent are too intimidated

Every decade or so, studio innovations come along that completely change the game – Spinning, Tai-Bo, Bodypump, Barry’s, SoulCycle. Often it’s a product or style of training, but when it transforms the entire category, that’s when things really get exciting.

Demand for live fitness experiences is at an alltime high. McKinsey’s Future of Wellness report (www.hcmmag.com/FOW) flagged in-person fitness spending as an area primed for growth and clubs have a huge opportunity to seize this spend and turbocharge growth by leaning on the most engaging elements of the club – especially the studio. Class participants attend more frequently, have a higher lifetime value and refer more friends to clubs.

This is partly because consumers – particularly Gen Z – are experiencing unprecedented levels of isolation and loneliness. The American Time Use survey found people in the US – for example – are spending 70 per cent less time with friends than they did a decade ago, driving a desperate need for in-person connection and community. The World Health Organization has even flagged loneliness

as a risk to longevity – with people lacking social connection facing a 30 per cent higher risk of early death (www.hcmmag.com/WHOloneliness).

A NEW WORLD OF GROUP EX

But the old rules of group exercise no longer apply. Some new consumers coming into fitness are blighted by conflicting interests – they crave community but need help finding it and getting started. The Gen Z Fitness: Cracking the Code report (www.hcmmag.com/lesmillsgenz) discovered that 50 per cent of Gen Z want to start working out, but 14 per cent are too intimidated to start. Meanwhile, 22 per cent say they have no one to work out with. Operators who fail to acknowledge these nuances with personalisation from the start – including bulletproof onboarding, honest conversations about time available and realistic goals – risk burning marketing dollars trying to replace members who leave disappointed.

So how can operators bridge the gap and help consumers by supporting their need for guidance and new ways to work out together?

Enter group training – where the best of traditional group exercise (community, motivation, results) is blended with innovations, such as:

● Added personalisation through things such as enhanced floor coaching

● Fresh music and movement patterns to challenge and excite

● Immersive experiences in dynamic environments

● Classes on the gym floor amping up the energy and attracting new recruits

● Frictionless journeys to recruit and train the next generation of instructors

The health and fitness industry is in the motivation business – and we must never stop striving to create better experiences to keep members coming back. This is why Les Mills is innovating its programme offering to usher in a new age of group training.

We must never stop striving to create better experiences to keep members coming back

This includes continuing to update existing favorites in the Les Mills Signature Collection – such as Bodypump and Bodycombat – to keep them current, while introducing new programs via the Les Mills Innovation Collection to invigorate timetables and help health clubs stay at the leading edge of fitness. The new age of group training is upon us and bold operators are stealing a march. Here are some examples of how early adopters are reaping the rewards.

DRIVING GROWTH

Martin Seibold, CEO of LifeFit Group, is committing to a strong growth trajectory for his 210-strong chain of clubs. LifeFit’s ‘buy and build’ plan to add 30-50 sites per year for the foreseeable future is underpinned by a strategy that sees group training fueling growth. “We don’t see too much opportunity

PHOTO: LES MILLS / MICHAEL STONE

The new Les Mills group training concepts are designed to attract fresh faces into the studio

for further innovation on the gym floor in the next couple of years, so now we’ve decided to shift our focus back to our studios and group training,” says Seibold. “There’s a lot of investment going into our studios to improve the lighting, sound, floor equipment and of course the programming.”

With member growth comes the risk of attrition and with a current retention rate of 80 per cent, Seibold is keen for his Fitness First clubs to harness the power of group training to sustain that figure, adding: “We want to maintain that level, so we want more people using our studios because we can facilitate a lot more of them in classes. At the same time, you create strong communities, sparked by instructors mingling with the members and helping them forge connections. It means our members are forming more friendships, making them far less likely to leave the gym, so our studios are a central pillar of our growth strategy. The investment is small in comparison to the returns we’ll see if we can keep our retention rate high, so we see group training as offering a great ROI.”

“There’s also a big focus on operational excellence to support our business,” says Seibold, “There’s no point worrying about differentiation in the development of the product if you’re not doing the basics right.

“If our competitors are offering the same programming as us then I’m very relaxed about that,” he says. “Les Mills puts a stunning amount of investment and resources into the creation of each and every programme release. So why would we start building studio programmes ourselves when they’re going to be nowhere near as good?”

WINNING NEW AUDIENCES

Like many operators, attracting new audiences to the studio was a key priority for Bannatyne, when it recently introduced the Les Mills Ceremony workout.

“We were keen to attract younger members to our classes, and ease pressure on the gym floor at peak times by offering the studio as an exciting alternative,” says Oliver Cox, Bannatyne’s former head of programming. Ceremony was an opportunity to present all our

members with something more experiential. As group training goes, it feels very different.

“Two really special things have happened. Our existing group training participants are enjoying the addition of this programme alongside their usual activities, such as Les Mills workouts from the Signature Collection. Even more excitingly, we’re attracting entirely new audiences into the studio, with 25 per cent of Ceremony participants being completely new to group training.

“Occupancy is strong and Ceremony has won over members who would have previously done functional training alone on the gym floor. The lure of a group training class that delivers functional strength in a thrilling environment has encouraged them to try something new, and that’s fantastic.”

The success of Ceremony means Bannatyne is now rolling out the programme across its estate.

Operators such as Bannatyne and LifeFit Group have adopted Ceremony

“Ceremony was instrumental in helping bring staff on the journey,” says Cox. “There were plenty of site visits before launch, starting with scoping meetings to give our GFM the full rundown of the proposition, plus a training overview meeting with our AGM to ensure the programme would land effectively. The team also delivered education to all club teammates on the new format prior to launch, so they were fully briefed on Ceremony and able to educate members”

ATTRACTING MORE MEN

The new age of group training is helping operators capture the attention of another traditionally elusive demographic – men. Nicole Grainger, national group fitness manager for Fitness and Lifestyle Group says Ceremony has helped the brand bring men over to group training and consolidated its position in the market. “The format has strengthened our appeal

to younger members and men, two demographics that can be harder to attract to traditional group fitness,” says Grainger. “At our Richmond club in Australia, 65 per cent of Ceremony attendees are men and the average participant age is 34, which is significantly younger than the rest of our classes.

“The programme’s positioning as a hybrid of group fitness and gym-floor training has enhanced our reputation for innovation and quality.

“Les Mills has been an incredible partner and really hands-on throughout this process – from training our head coaches to hosting information sessions for our

sales and marketing teams. Their guidance in designing the studios has been invaluable,” says Grainger.

PT AND INSTRUCTOR GROWTH

Attracted by the flexibility and ‘coaching’ style that innovative new programming unlocks, early adopter clubs are also bolstering their instructor squads by successfully training PTs to lead classes.

Operators can drive greater value from their in-house teams by engaging more of their employed fitness professionals to deliver group training and elevate the member experience.

The format has strengthened our appeal to younger members and men, two demographics that can be harder to attract to traditional group fitness

Erika Zaleta, vice president, clubs at The Edge Fitness Clubs in the US, recently recruited 90 per cent of new group training instructors for Les Mills Ceremony from the existing PT team. The journey began by breaking down preconceived ideas about the category and educating them.

“Before our PTs understood the new methods of coaching Les Mills is opening up, they were uncertain how it could be relevant for them, says Zaleta. “Being able to hear about the science behind the training, and the extensive testing the workouts go through before launching really shifted the mindset,” she says.

“Having access to existing instructors helped with the mentoring process. They were amazing, and helped cover off all the questions the trainers had. Our PTs were open to learning what Les

Mills is all about, and they left that eight-hour training with a completely different mindset.”

US Trainer Sarah Gruba, who oversaw the training with The Edge, adds that the enhanced floor coaching in programmes such as Ceremony is a further incentive for PTs. “I think sometimes as a PT, there’s a reluctance to step onto the stage in the group setting. That’s maybe why some of them put the brakes on when stepping into that space,” she explains. “What new workouts such as Ceremony have done is given them the same amazing, safe, effective workout, but in a vessel that feels more comfortable and natural. It’s freed them from their preconceived notions around choreography and they’re able to focus on what matters to them the most, which is the technique in the coaching.” ●

The techniques involved in coaching are a key part of the new approach to group training

PHOTO: LES MILLS /

MICHAEL STONE

Experience the difference

ServiceSport has introduced MyHub to revolutionise gym equipment management

ServiceSport is thrilled to announce the launch of its brand-new customer portal, MyHub. This cutting-edge platform represents a significant investment in technology, designed with one goal in mind: to make managing gym equipment simpler, smarter and more efficient for gym operators worldwide.

ServiceSport Commercial Director, Matt Hoffman, says “Customer feedback has always been at the heart of all our innovations. We’ve listened carefully to what gym operators need and want and MyHub is the result of those valuable insights.

Matt Ho man, ServiceSport PHOTO:

“We’re confident MyHub will transform the way you manage your gym equipment and maintenance”

“By addressing your concerns and delivering solutions tailored to your day-to-day challenges, we’re confident MyHub will transform the way you manage your gym equipment and maintenance.”

MyHub offers an intuitive, user-friendly interface that empowers operators to take control of their

maintenance needs with ease. It’s designed for anyone managing health club facilities, whether they’re responsible for a single gym or a chain of fitness clubs. With MyHub, staying on top of equipment maintenance has never been easier.

A game-changer

MyHub is more than just a portal; it’s a comprehensive solution for gym operators. Whether you’re resolving maintenance issues, planning equipment updates, or analysing performance across your locations, MyHub delivers the tools you need to work smarter, not harder.

“The launch of MyHub marks a new chapter in our commitment to deliver unparalleled service and support to our customers,” says Hoffman. “We can’t wait for you to experience the difference this platform will make in your operations.”

MyHub is packed with powerful features

● Manage and monitor service and repair callouts

Track maintenance requests effortlessly, ensuring that nothing slips through the cracks.

● Create job or quote requests

Submit requests for service or quotes with a few clicks.

● Approve quotes

Gain the ability to quickly review and approve quotes directly from the portal, saving time and hassle.

● View asset information in close detail

Access detailed information about your gym equipment, complete with photos and historical test readings.

● Live dashboard with stats and statistics

Keep an eye on essential metrics with real-time data presented in a visually engaging dashboard.

MyHub enables operators to manage and maintain

● Monitor out-of-order machines

Stay informed about the status of all your equipment and reduce downtime by acting swiftly.

● Access anytime, anywhere

Use MyHub on any modern digital device – desktop, tablet, or smartphone – for true flexibility.

● Intuitive search and filtering options

Find the information you need quickly and easily with advanced search and filtering features.

● Customisable table views

Tailor the way you view your data to suit your preferences and priorities.

● Real-time visibility

Monitor the status of assets, job progress, and quotes in real time.

● Multi-gym health monitoring

Oversee the health and performance of multiple gyms from one convenient platform.

● Multi-customer management

For operators serving more than one legal entity, MyHub offers seamless management across all sites.

● ServiceSport performance monitoring

Track our customer service performance to ensure we’re meeting your expectations.

has launched MyHub to support operators in optimising their assets

...And with more features in the pipeline

● Managing your own users

Allowing you to create and manage user accounts within your organisation.

● Manage your own sites

Enabling you to organise and manage multiple gym locations more effectively.

● Barcode / QR scanning of assets

Simplify asset identification and tracking with integrated barcode and QR code scanning.

● Digitalised forms

Transition to paperless operations with digital forms for maintenance and reporting.

● Gym maintenance application

A dedicated application for preventative maintenance to extend the life of gym equipment.

● More widgets

Additional customisable widgets to further personalise your dashboard experience.

● Site attachment folders

Store and manage essential documents such as service certificates and accreditation documents directly within the portal. ● More: www.servicesport.com

ServiceSport

VALUING RECOVERY

As BFT launches a concept called Recovery 10X, co-founder Cameron Falloon talks about the power of getting it right

Scheduling rest days can feel counterintuitive in an environment that values instant results

Whatever the motivation for working out, integrating enough time for recovery into a fitness regime is essential to feeling fitter, stronger and healthier – not just physically, but also mentally. Taking time to recover is an essential part of reaching fitness goals. Resting the body keeps it strong, healthy and mentally ready to take on the next workout.

Why is if often overlooked?

Recovery is frequently undervalued in fitness routines, meaning people can miss out on essential rest periods – not realising that recovery is critical for muscle repair, injury prevention and long-term improvements in performance.

Another reason is the fear of falling behind –some people worry they’ll lose their progress if they slow down, but this can create a cycle that leads to overtraining and burnout. Ironically, this mindset is more likely to lead to setbacks

such as injuries or chronic fatigue, ultimately hindering progress rather than speeding it up.

Modern technology also plays a role. With our phones and devices constantly within reach, it can feel hard to disconnect, blurring boundaries between work, personal life and rest. But perhaps the most common reason recovery is overlooked is that the benefits aren’t immediately visible. A fitness journey takes time, and in an environment that often values instant results, scheduling rest days can feel counterintuitive.

By understanding these common barriers, we can start to reframe recovery.

Recovery accelerates muscle repair, reduces the risk of injury, optimises performance and aids with stress relief and relaxation.

Consistency is king and people need to trust in the process – recovery being a key component – to deliver short-term relief and long-term rewards.

At BFT, recovery is as important to us as the workouts. We encourage all members to add recovery to their training programmes.

Falloon has launched the Recovery 10X concept in Australia

PHOTO: BODY FIT TRAINING

Launching a new BFT recovery concept

Educating our member on recovery’s is vital and to amplify this, we’re introducing a new programme at participating studios called Recovery 10X. This gives our members access to a host of resources that will aid their recovery, including infrared saunas, ice baths and Normatec compression boots.

The programme will launch in our Australian clubs, but the intention is to make it more widely available to franchisees.

Recovery is vital and essential for members to achieve lasting progress. A fitness journey is a marathon, not a sprint and embracing recovery will help people become stronger, more motivated and on track towards goals. ●

Doing recovery right

Cool down – cooling down aids recovery by gradually lowering the heart rate, improving blood flow to reduce soreness, keeping the muscles ready for the next workout.

Sleep – members need to aim for 7-9 hours of quality sleep to promote recovery and support hormone regulation.

Hydration – rehydration is important to replace fluids lost through sweat. Drinking lots of water also helps with nutrient transportation.

Nutrition – recovering properly requires the correct fuel. A balanced diet with adequate protein, carbohydrates and fats is essential to support muscle repair and energy restoration.

Active recovery – low-intensity activities such as walking or yoga can help with circulation and overall recovery without additional strain.

Stretching is another low-intensity activity that reduces muscle tension, prevents stiffness and promotes blood flow.

Infrared saunas are part of the new BFT Recovery 10X concept

Source, Cameron Falloon, Body Fit Training

We encourage all members to add recovery to their training programmes, educating them on recovery’s importance

Falloon’s top reasons for adding recovery

Muscle repair and growth – exercise creates tiny tears in muscle fibres that need time to heal, making muscles stronger. Without sufficient rest, muscles don’t have the chance to repair, hindering growth and making injuries more likely.

Reducing soreness – recovery alleviates Delayed Onset Muscle Soreness (DOMS), which peaks 24-72 hours after exercise. Recovery allows the muscles to heal properly.

Energy replenishment – exercise burns energy and intense workouts deplete your glycogen stores – a key energy source. Recovery allows these to rebuild.

Source, Cameron Falloon, Body Fit Training

Preventing injury and overtraining – rest prevents chronic fatigue, reducing the risk of injury, and improves performance in the long run.

Immune system health – intense exercise can supress your immune system, making you more susceptible to infections. Rest is essential to avoid this, as it allows your immune system to return to normal.

Mental resilience – rest, including sleep and low-stress activities, keeps you mentally fresh and motivated to continue with your workout regime.

Enhanced performance – with proper recovery, you’re better prepared to push yourself further in your next session and each session thereafter. ●

BFT has done a deal with Hyperice for use of the Nomatec boots

PHOTO: HYPERICE

BODY AT

REST

Recovery is fi rmly established as a core pillar of overall fi tness. From percussive treatments to full-on recovery suites, Julie Cramer looks at the tech that’s driving the movement

Zerobody Dry Float promotes better blood fl ow

The recovery trend is being driven by the growing understanding that rest is as crucial as training

Product: Recovery Lab

Our Recovery Lab is designed for athletes and teams, creating a dedicated space to optimise recovery and enhance performance through technologies. It includes heat therapy, with Finnish saunas for deep dry heat and sport infrared cabins for targeted muscle relaxation. Dry float therapy, with Zerobody Dry Float, promotes blood flow, reduces muscle tension, and supports psycho-physical recovery.

Cold therapy features Ice Bath Pro for immersive cold-water recovery and Zerobody Cryo, a dry alternative to cryotherapy that ensures safe, controlled cold exposure.

Using Recovery Lab offers health club members significant physiological benefits. During warm-up, it prepares the body and enhances mental focus, reducing injury risk. Post-activity, it aids recovery by minimising muscle soreness and preventing overexertion, ultimately improving sleep quality.

On rest days, members can engage in programmes of preventive care that promote psycho-physical resilience. Additionally, for those dealing with injuries,

Recovery Lab’s technologies facilitate faster recovery, ensuring members can return to training safely.

How can health clubs market Recovery Lab?

Offering free trials or demo sessions can showcase the benefits firsthand. Educational workshops can inform members about the physiological advantages of recovery therapies, while success stories from athletes can build credibility.

Incorporating the Recovery Lab into training programmes and promoting it as an essential tool for injury prevention and improved overall wellbeing can also attract more members.

What are your thoughts about recovery?

The trend is being driven by the growing understanding that rest is as crucial as training for long-term performance.

Scientific research highlights the importance of both physical and mental recovery to reducing injury risks and improving decision-making. In the future, these methods will continue to evolve, integrating more personalised and effective solutions for enhanced physical and mental wellbeing

More: www.starpool.com

Riccardo Turri Starpool

The Recovery Lab is a suite of products, from cold to hot tech

PHOTO: STARPOOL / GAIA PANOZZO

PHOTO: STARPOOL / GAIA PANOZZO

People are spending more time in nervous system overload and are open to different ways to address this

Danyl Bosomworth

Brass Monkey Health

Product: Pro Ice Bath

Our ice baths are popular in health clubs, physiotherapy spaces and recovery suites. They’re single-user ice baths that are built for business and performance.

The Fitness range offers a choice of cold water experiences, from ‘Fitness Chill’ with arctic water as low as 3°C, or ‘Fitness Ice’ at 0°C for a true ice bath experience. Our certified multi-stage filtration system ensures crystal-clear water, and baths are quickly installed through an easy plug-in option with no plumbing required.

Cold water immersion supports the reduction of chronic inflammation and also helps manage stress. Ice baths are used as a physiological stressor to build resilience in the nervous system and facilitate deeper relaxation through parasympathetic activation, once the initial gasp has passed. Users can feel great for hours afterwards from an emotional standpoint.

How can health clubs market ice baths?

Ice baths work on the idea that when we’re challenged, we’re changed. So focus the marketing on the nervous system and emotional wellbeing, because it’s the truth and it resonates more with people. We believe a peace like no other can be found in an ice bath and that’s where a ’stronger you’ comes from. It builds the nervous system so people are ready for whatever else life throws at them. These are powerful messages for marketing.

What are your thoughts on recovery?

People are spending more time in nervous system overload, whether physically or mentally. Burnout, anxiety and depression are at an all-time high and people are open to different ways to address this. Life isn’t easy, so ways to decompress, recover and come back stronger are more relevant than ever before. More: www.brassmonkey.co

Cold water immersion is great for both stress and inflammation reduction

Rainer Bolsinger

Art of Cryo

Product: Flow System

Our Flow System machine with Alternating Deep Flow Technology (ADFT) uses intermittent vacuum therapy that switches between overpressure and underpressure, to stimulate lymphatic drainage. The flow moves from the tips of the toes to the ADFT locking mechanism on the lower ribcage, and also activates parts of the body not being directly treated.

The system’s software tailors treatments to each user’s specific goals. With six target areas and 30 treatments levels, ranging from 8 to 24 minutes each, it delivers a wide range of benefits.

Health club members can use the Flow System for training preparation, faster recovery and long-term vitality. It can enhance circulation, flush out toxins and reduce inflammation, as well as boosting collagen production, improving skin elasticity, and preventing muscle atrophy through passive stimulation.

Athletes use it to stay at peak performance while avoiding trauma and overtraining, while others love its skin-tightening and body-contouring effects.

Flow System also provides passive muscle training to support quality of life and independence for seniors. For people with a sedentary lifestyle, and those looking for rehab after trauma or surgery, the system can stimulate blood flow and boost rejuvenation in a natural, touchless way.

We’ll see more smart recovery lounges in health clubs in the future

How can clubs market Flow System?

They can highlight its benefits when added to traditional recovery protocols and position it as a professional upgrade to optimise training. They could place digital screens or posters in high-traffic areas, explaining ADFT and its benefits and offering it as a premium membership add-on.

What are your thoughts on recovery?

It’s becoming a core pillar of fitness, hospitality, corporate wellness, beauty and physiotherapy. We expect to see more AI-driven personalisation, integrated wellness memberships and smart recovery lounges in health clubs in the future.

More: www.artofcryo.com

The Flow System machine offers 30 treatment levels and six target areas

Karl Chen

Prism Light Pod

Product: Prism Light Pod

This powerful whole-body red light therapy bed has 17,000 red and near-infrared LEDs and six optimised use-case settings for 15-minute automated sessions.

A patent-pending power distribution technology makes Prism energy efficient, consuming four times less energy than most other industry models.

Whole-body red light therapy penetrates the skin to stimulate the mitochondria to produce more ATP (cellular energy). In turn, it can reduce pain and inflammation, alleviate symptoms of autoimmune conditions, improve neuropathy, aid in weight loss

Red light therapy has gained traction due to it being an unattended and comfortable treatment

Whole body red light therapy helps the body produce more energy

and accelerate the body’s natural recovery process up to 10 times.

How can health clubs market the Prism Light Pod?

They can pair red light therapy with existing treatments and services, as it enhances the effects of many other therapies and can help recovery after workouts.

We recommend selling red light therapy in large packages or memberships to encourage clients to incorporate it into their wellness routine. Selling monthly, recurring memberships gives users the best outcomes.

What are your thoughts on the recovery trend?

Red light therapy has gained a lot of traction in the industry due to it being an unattended and comfortable treatment.

It has a wide array of benefits that can help people with a multitude of conditions. It has minimal contraindications (pregnancy is the only one), so is helpful to most, including those with pacemakers, metal implants, prosthetics and medical conditions. More: www.prismlightpod.com

PHOTO:

Kevin Conaway Wellness Space Brands

Product: HydroMassage

The HydroMassage Lounge offers a personalised, full-body heated massage. It has a broad appeal to all demographics regardless of member age or fitness levels, as most everyone appreciates a relaxing massage for post-workout recovery to alleviate sore, achy muscles.

Sessions are only 10 minutes in length, and HydroMassage provides the convenience of remaining fully clothed and completely dry. Using the interactive touchscreen, members have full access to control the intensity and speed of the massage, in addition to targeting up to 60 specific points on the body. Members often return to the gym’s recovery area as a daily destination to experience the soothing benefits

How can health clubs market the HydroMassage?

There’s a common misconception that recovery should be in a private room off the gym floor, when in fact, this is the opposite of what works best. The smartest approach to drive awareness is to position recovery services like our HydroMassage or CryoLounge in open, visible spaces, as when members see others experiencing the products, they’re more likely to try them as well. Plus, every new member should receive a free trial on club tours.

What are your thoughts on recovery?

Thanks to sports science, we have much more knowledge about the importance of

The smartest approach to drive awareness is to position recovery services in open, visible spaces

recovery after exercise. Now more than ever, members understand that a balanced, total body approach to wellness should include fitness, diet, sleep, proper rest, and recovery.

With the sharp increase in demand for recovery, most health club operators have all started incorporating it in their models, as the question has very much transitioned from “if” to “how” you should incorporate recovery in your club.

More: www.wellnessspace.com

HydroMassage offers the convenience of being fully clothed and dry

Clubs can position themselves as recovery oases – an attractive upgrade for existing and new members

Phillip Rock Klafs

Product: The Profi Sauna

The Profi Sauna is one of our most popular solutions for commercial wellness, offering nearly unlimited configurations to allow for the creation of bespoke designs. One function of the sauna is the Vitality Boost – an automated programme that re-creates the infusion ceremonies traditionally performed by sauna masters. Using targeted technology, heat, moisture and scent are distributed evenly throughout the cabin to have a specific effect on the bathers. The system ensures consistently high infusion quality aided by individually-selectable settings, allowing clubs to offer themed and scheduled sauna events.

Frimas Ice Steam Room and the Espuro Foam Steam Bath are both additional concepts that can make up a multisensory wellness experience. These innovations support recuperation and enhance wellbeing. Regular heat treatments promote circulation, strengthen the immune system, support muscle regeneration and help release tension. Especially after training, they speed up recovery and contribute to the mineral supply of the bones.

How can clubs best market these products?

A holistic wellness offering creates real value, supporting quick post-training recovery and promoting stress reduction.

Health clubs can position themselves as exclusive recovery oases when complemented by dedicated relaxation zones and innovative wellness ceremonies such as our Foam Steam Bath – an attractive upgrade for both existing and new members.

What are your thoughts on recovery?

The trend is being driven by increasing stress levels, growing awareness of health and the need for sustainable regeneration.

Personalised, holistic multisensory wellness experiences, as well as innovative hot/cold concepts, will continue to gain popularity. New technologies enable wellness providers to optimise their offerings, focusing on individually-customisable, scientifically-backed recovery concepts that revitalise body and mind. More: www.klafs.com

Frimas Ice Steam Room offers a gentler cooling experience

High end recovery suites could be offered as an upgrade

PHOTO: KLAFS

PHOTO: KLAFS

Recovery areas are gaining terrain from the cardio space, so operators need to consider multi-treatment tech

Dafne Berlanga Wellness-USA

Product: Enhanced saunas

Our saunas combine infrared, gemstones, LED light, Himalayan salt, video, sound and oxygen and their multiple configurations adapt to various business models.

At the core of our technology are carbon emitters that not only warm the body but also activate, amplify, generate, and absorb multiple sources of energy.

When exposed to infrared, stones such as jade, tourmaline, pink ferric oxide and bian emit their own unique infrared wavelengths. This combination offers enhanced benefits while maintaining the beloved dry sauna experience.

One of our favourite benefits is balance: quartz possesses birefringent properties, which means it can amplify both light and sound. This unique characteristic allows us to offer experiences that combine specific LED wavelengths with curated sound sessions. The augmented light and sound create a unique and immersive experience, enhancing a client’s wellness journey. EMF-absorbing stones

are also part of our systems, with tourmaline or pink ferric oxide included in different models.

How can health clubs market your saunas to members?

Some operators are offering 1015 minute post-workout sessions for a cleansing experience, or 30-minute sessions for hyperthermic conditioning.

During off-peak hours, they can maximise the offerings by transforming the sauna into a versatile workout area. We also have professional sports teams that use them as a physical therapy space.

Clubs can also offer co-ed or group sessions during off-peak hours, with some locations choosing to incorporate non-electric bikes or pre-recorded yoga, Pilates, meditation, strength or breathwork sessions.

What are your thoughts on recovery?

It’s a critical part of any comprehensive wellness routine. Recovery areas are gaining on the cardio space, so fitness spaces need to consider offering multi-treatment technologies to support muscle recovery, pain management, relaxation and mental wellbeing.

More: www.wellness-usa.com

Augmented light and sound creates a unique sauna event

PHOTO: WELLNESS-USA / GREGJANSEN

PHOTO: WELLNESS-USA

There’s a growing expectation that membership will provide access to recovery options

James Blower JK Group

Product: Wellsystem Redwave

Our Wellsystem RedWave light therapy models elevate recovery and both are suitable for gym and health club environments.

Harnessing a gentle and non-invasive combination of regenerative red and near-infrared light to aid recovery, Wellsystem RedWave units offer full-body LED light therapy. A 15-minute post-workout session promotes faster recovery in the musculoskeletal system through the stimulation of cellular activity at specific tissue depths. Members enjoy a relaxing and revitalising experience that offers enhanced recovery benefits.

The light activates the mitochondria so they produce more ATP and this improved metabolic activity enables faster breakdown of lactate, while relaxation and regeneration of the muscles helps prevent fatigue. Members recover faster and train better.

The red and near infrared light gets deep into the joints and tissues, increasing circulation, oxygenation and cellular repair. Additional benefits include reduced stress and pain and better sleep.

How can health clubs market Wellsystem RedWave?

Both tap into the increasing demand for recoveryfocused products and most users report a noticeable effect after the first few applications.

A simple communication to members highlighting benefits and ease of use can create an in-demand service that can also be used to maximise member engagement and as a retention tool. Activation assets and staff training are provided.

What are your thoughts on recovery?

It’s increasingly recognised as an essential part of a workout and wellness journey. Members are actively seeking a more holistic approach to their ‘healthy body and healthy mind’ routine and there is a growing expectation that membership will provide access to such products.

We see this trend continuing to the point where recovery products are established as integral to success in all health clubs.

More: www.revive-redlight.uk

The red and near infrared light gets deep into the tissues

Recovery as a trend is evolving into a proactive healthcare movement, with health clubs at the forefront

Iain Murray Performance Health Systems

Product: Power Plate Pro7

The Power Plate Pro7 is our leading vibration training and recovery tool widely used in health clubs.

This whole-body vibration (WBV) technology activates muscles, improves circulation and accelerates recovery. It caters for all with its touchscreen interface, pre-programmed workouts and customisable settings.

Using high-frequency vibrations, it stimulates muscle reflexes, helping users recover faster, reduce soreness and increase flexibility and mobility, while also promoting lymphatic drainage, reducing inflammation and aiding healing. By activating stabiliser muscles, it enhances balance and coordination.

The Pro7’s larger platform and sturdy design make it ideal for high-traffic health club environments.

With science-backed benefits and ease of use, it’s an investment in holistic wellness and rehabilitation.

How can health clubs best market the Power Plate Pro7?

By promoting its benefits through targeted campaigns and emphasising enhanced performance, reduced soreness and quicker recovery to appeal to fitness-focused individuals.

Offering free demonstrations or recovery classes can also engage members and highlight its effectiveness, while sharing success stories and testimonials on social media or within the club encourages word-of-mouth recommendations.

Special offers, such as discounted trials or package deals, can motivate members to try it.

What are your thoughts on recovery?

It’s evolving into a proactive healthcare movement, with health clubs at the forefront of holistic wellbeing.

The integration of medical, fitness, and wellness supports a shift from traditional recovery to precovery, emphasising activation and warm-ups to prevent injury and enhance performance.

Innovations such as vibration therapy, red light and wearable tech enable personalised, measurable recovery, blending physical restoration with mental wellness for a more comprehensive approach to health and longevity.

More: www.powerplate.com

Vibration therapy alongside red light is a good ‘biohacking’ combination

People want to feel better and move without pain

Joe Cannon

Hyperice

Product: Normatec 3 Legs

Our best selling product in the wellness space is our Normatec 3 Legs, dynamic air compression device. We’ve seen premium clubs such as Third Space, Equinox and David Lloyd create incredible recovery rooms for members and the members can’t get enough of them. Because of our patented and scientifically-validated precision Pulse programme, the Normatec 3 Legs reduces inflammation, increases circulation and lymphatic draining, allowing members to recover faster.

How can clubs market Normatec 3 Legs?

We make sure staff are fully trained up about the products, so they can correctly inform members.

What are your thoughts on recovery?

Recovery is more than a trend. Plain and simple,

Thousands of health clubs are building recovery rooms and programming to meet this consumer demand, which is fast becoming an expectation. ● More: www.hyperice.com Because

people want to feel better and move without pain. It’s a human need and we’re creating technology to help them do this.

Dynamic air compression devices aid lymphatic drainage

PHOTOS: HYPERICE

PHOTO: HYPERICE

Tailored for performance

Since 2018, Pulse Fitness has proudly supported HMS Nelson, providing highquality gym equipment and refurbishments to meet the evolving demands of service life.

With a strong focus on physical and mental wellbeing, this latest upgrade ensures that service men and women have access to a top-tier training facility tailored to their needs.

As home to the Royal Navy Boxing Team, HMS Nelson required a high-performance gym space that could support the rigorous training and fitness goals of its personnel. Pulse Fitness worked closely with the facility, conducting site visits and delivering targeted equipment upgrades to create a

space that enhances both physical conditioning and mental resilience.

Well rounded training facilities

Key Features of the Upgrade include state-of-the-art equipment, with a full revamp taking place across the cardiovascular, strength and free weight lines ensuring a well-rounded training environment.

Training spaces have also been optimised, with the refreshed layout maximising functionality and providing service personnel with a high-quality fitness experience.

The new equipment has been tailored for performance and designed to support the intensive training of the Royal Navy Boxing Team.

“Seeing the Royal Navy Boxing Team train in this refreshed space is a testament to the power of high-quality facilities in enhancing performance and morale”

Pulse Fitness has been working with HMS Nelson to support service personnel with a new world-class fitness upgrade More: www.pulsefitness.com

Graham White, Pulse Fitness

The upgraded fitness space is once again a hub of activity, with the Royal Navy Boxing Team utilising the facility to prepare for competitions – including their first boxing event in many years.

A Lasting Impact

In November 2024, Graham White, director of government services, Chris Johnson MD of Pulse Fitness and military-focused mental health ambassador, Phil Campion, visited HMS Nelson to meet the boxing team and witness the impact of the new gym firsthand.

White said: "We’re incredibly proud to continue our partnership with HMS Nelson, providing a fitness space that supports the physical and mental wellbeing of service personnel.

“This latest upgrade reflects our commitment to delivering worldclass fitness solutions tailored to the unique demands of military life. Seeing the Royal Navy Boxing Team train in this refreshed space is a testament to the power of high-quality facilities in enhancing performance and morale." ●

For more insight, or to get in touch with the companies featured, visit www.fitness-kit.net and type in their keyword

Product innovation

Julie Cramer rounds up the latest health, fitness and wellness kit

The relaunch signals our push to expand beyond indoor fitness, says Ecore’s Rich Willett

Flooring specialist Ecore has reintroduced its ‘Ecore Athletic’ brand to the market.

Backed by the company’s 150year legacy, the Ecore Athletic brand is designed to empower human performance with indoor

“The flooring absorbs force while giving energy back to the body”

Rich Willett

and outdoor athletic surfaces being safe, ergonomic and offering acoustic properties.

The surfaces provide high performance as well as engineered support and noise absorption across a variety of settings, from fitness and leisure centres to outdoor sports tracks.

“The relaunch of our Ecore Athletic brand signals our bold push to expand beyond indoor fitness spaces and grow our presence in sports surfacing as well,” says Rich Willett, president of flooring.

“In addition to providing surfaces for gyms, weight rooms, and other fitness facilities, we’re elevating

our position to become the supplier of high-quality athletic surfaces for indoor and outdoor fields, courts, tracks, and more.”

To support the launch, Ecore has unveiled a new logo and updated marketing materials.

Ecore Athletic fitness-kit.net keyword

Staying ahead means offering innovative equipment, says Edoardo Panatta

The Total Core Crunch Machine from Panatta is designed to provide a full core workout, offering superior benefits when compared to bodyweight exercises.

The machine’s three main configurations enable quick

transitions between exercises with a pin system, for targeting upper, lower and full abdominals. Users can perform exercises such as crunches, reverse crunches, sit-ups, and trunk rotations.

All movements can be performed with the torso in a rotated position, activating the external oblique and providing even more complete muscle stimulation. The user’s back is protected at all times through ergonomic support.

With its adjustable load and customisable difficulty levels, the

The user’s back is protected at all times

“It’s game-changer for any fitness facility.”

Edoardo Panatta

Total Core Crunch Machine caters to a wide audience. For beginners it offers a gradual approach, for enthusiasts it can provide improved abdominal definition, while athletes use it for high-intensity workouts.

Panatta VP, Edoardo Panatta, says: “The Total Core Crunch Machine is one of our original creations – equipment designed and built for the first time by Panatta.”

fitness-kit.net keyword

Panatta

The range works across health and fitness and sport

Connection points offer exercisers the ability to add progressive resistance, says Simon Overing

Developed in partnership with Glutebuilder and exclusively available from Precor, the Glutebuilder plate-loaded line is a full range of products targeting the glutes, legs and hip muscles. The precision biomechanics create an exact motion path with smooth, constant resistance,

“The precision biomechanics create an exact motion path”

Simon Overing

ensuring effective and efficient workouts. The latest additions to the range are the Glute Squat, Glute Lunge and the Glute Press.

The Glute Squat was designed with a natural, linear exercise motion that isolates and engages the hip and glute muscles throughout the movement. It has an adjustable, oversized footplate allowing for a variety of exercises.

The Glute Lunge is a versatile training platform designed for lunge movements, sissy squats and deadlifts. It features an oversized, non-slip footplate and adjustable ankle/calf pads to securely support the exerciser during movement.

And finally, the Glute Press was designed to target the hips, glutes, and quads. Its four

weight-loading points enable exercisers to optimise resistance throughout the range of motion, allowing for adjustments to lighter or heavier loads.

Simon Overing, EMEA sales director, says: “Attendees at the FIBO trade show in Germany in April can experience the new additions on the Precor stand. We’re looking forward to meeting them.

fitness-kit.net keywords

Precor

Operators can customise the device with their own logos, merging advanced health technology with personalised branding, says Senri

Tanita body composition specialist, has released its MC-980U Plus model in a new and sleek, all-black colourway. This modern upgrade delivers the same high performance of its original machine – now with a premium aesthetic to match.

The MC-980U Plus is a professional-grade, multi-frequency, segmental body composition

analyser designed for highthroughput environments such as elite fitness centres, medical facilities and research institutions.

It’s FDA-cleared and designed for clinical and fitness use, with an expandable memory that can manage up to 300k users.

The machine offers six-frequency segmental bioelectrical impedance analysis (BIA), giving measurements of body fat percentage, muscle mass, visceral fat, intracellular and extracellular water, bone mass and metabolic rate, with results broken down by individual body segments, including arms, legs, and torso.

The new black colourway adds a premium aesthetic

Tanida

“It offers a rapid full-body scan in under 60 seconds”

It features an 8.4-inch colour touchscreen, rapid full-body scan in under 60 seconds and multiuser data management.

Tanita CEO, Senri Tanida, says: “As the developer of the world’s first stand-on body fat scale and a pioneer of BIA technology, Tanita has been setting the standard for precision health monitoring for 75 years – leading the way in innovation, reliability, and clinical accuracy.”

fitness-kit.net keywords

Senri Tanida Tanita

The products target the glutes, legs and hip muscles

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Regular cold water immersion drives the body to adapt

Chilling prospect

Repeated cold water exposure can improve cellular health, while also helping people acclimatise to stress, says a team from the University of Ottowa

Anew study conducted at the Human and Environmental Physiology Research lab (HEPRU) at the University of Ottawa has unveiled significant findings on the effects of cold water acclimation on young men when it comes to autophagic and apoptotic responses.

The research highlights the potential for cold exposure to enhance cellular resilience against stress.

The study, The effect of seven‐day cold water acclimation on autophagic and apoptotic responses in young males, was conducted by Kelli King, postdoctoral fellow and Glen Kenny, professor at the University of Ottawa’s School of Human Kinetics and Director of HEPRU. It involved ten healthy young males who underwent cold-water immersion at 14°C (57.2°F) for one hour across seven consecutive days.

Blood samples were collected to analyse their cellular responses before and after the acclimation period.

Study findings support the use of cold “Our findings indicate that repeated cold exposure significantly improves autophagic function – a critical cellular protective mechanism,” said Kenny. “This enhancement allows cells to better manage stress and could have important implications for health and longevity.”

The research revealed that while autophagy was initially dysfunctional after high-intensity cold stress, consistent exposure over a week led to increased autophagic activity and decreased cellular damage signals.

Proper autophagic activity could not only extend cellular longevity, it could also prevent the onset of various diseases

“By the end of the acclimation, we noted a marked improvement in the participants’ cellular cold tolerance,” explained King. “This suggests that cold acclimation may help the body effectively cope with extreme environmental conditions.”

The implications of this study extend beyond athletic performance, as cold water immersion is gaining in popularity for its potential health benefits and this research provides some scientific backing for its efficacy. The findings suggest that proper autophagic activity could not only extend cellular longevity but also prevent the onset of various diseases.

As the use of cold exposure becomes increasingly mainstream, understanding its effects on cellular mechanisms is vital.

Kenny emphasises, “This work underscores the importance of acclimation protocols in enhancing human health, especially in contexts where individuals are exposed to extreme temperatures.”

“We were amazed to see how quickly the body adapted in young men,” notes King.

“Cold exposure might help prevent diseases and potentially even slow down aging at a cellular level. It’s like a tune-up for your body’s microscopic machinery.” l

More: www.HCMmag.com/coldwater

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