73 the rise of digital

The Rise of Digital {Part one} – What is digital and how does it impact your business? You own a smartphone, right? How about a computer or laptop? What about a tablet? Maybe a home-based smart product such as an Alexa, Home Pod, Smart Fridge, Smart Electronic energy reader or something similar? Do you pay bills on-line? Bank on-line? Use social media? Ever sent an email? Then you are part of the digital revolution, you are a digital customer and are the reason why businesses are transforming digitally. You are facilitating and paying for the evolution of technological products that enhance our consumer engagements. This means digital stands for a great deal. However, ultimately digital is the shift we are making within society, away

from human interactions and instead, moving toward the engagement we have with our devices. Digital represents on-line transactions, and encompasses behavioural tracking, research or online learning. It also includes the utilisation of apps, such as ordering a taxi, reserving a hotel room or booking into a fitness class. This means digital is not just one thing, it is everything. This also means we really are only at the start of the journey. Digital changes the interactions we have, particularly when it comes to business. Digital can make these interactions more positive in nature, which often means greater value to the consumer. Digital certainly makes life simpler and easier, in many instances quicker and certainly more convenient.

We can now pay for the song we want on-line within seconds or we can pay a monthly subscription (that is cheaper than one CD) and have access to millions of tracks all at once. This is one of the reasons why HMV is in administration and Apple, Amazon and Spotify music services continue to grow… Now you’ve probably heard about digital companies influencing various market spaces, such as Netflix putting Blockbuster out of business, Amazon killing high street stores and Uber destroying the top New York City taxi firms. However, this isn’t the entire story. Blockbuster’s major profit came from late fees, not rentals. Amazon changed the game when it came to customer service and experience and Uber simplified the process of getting and paying for a taxi. It’s no wonder HMV couldn’t compete, and it’s no wonder Blockbuster didn’t last in the digital ondemand world where you can get what you want almost instantaneously. In summary, whilst digital is the interactions we have, the revolution is the creation of more options and opportunities regarding what we want, when we want it and how we engage with the product or service on offer.

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CAMBERWELL

By Niamh Dunn - Editorial Assistant and Social Media Executive at PT Today In December 2019, myself and my colleague Rebecca were invited down to Camberwell in London to see the new franchise of easyGym. easyGym are a global and low-cost, big-box gym franchise network. They currently operate in 6 countries and their rapid growth is built on a strong global brand. They currently have franchises and corporate gyms over the United Kingdom. However, easyGym are planning on locating to more areas within the UK very soon. There are also franchise locations around the world - see more on locations online. Apart from the usual obstacles you face within London’s transport system, we had a very informative and beneficial trip in Camberwell. After arriving, the easyGym was located on the main high-street, and was very clear to see with the chosen brand colours placed on the front of the building. Once inside, you walk upstairs to where the gym is located and we were greeted by Laurie Stone who introduced us to easyGym, as well as Hemal Gill who runs the Camberwell franchise with her husband. We had the usual introductions and then Hemal took us on a tour of the gym. The first impressions we received from walking around this gym was that it was very relaxed and everyone seemed to be working at their own pace without any pressure from other gym-goers. Hemal was very informative, and she seemed like she was very passionate about her own franchise and what she wanted to achieve from running this particular gym. Booty Builder One of the main reasons we wanted to go to this particular easyGym franchise was that it contained a piece of equipment called the ‘Booty Builder’ - which as we discovered, is a small, yet effective machine, which is designed to improve your ‘hip thrust’ workout but with more results and more support. The ‘Booty Builder’ is only available in a few gyms throughout the United Kingdom so is a very unique and special piece of equipment which really is effective. With this equipment, you get in the same position as you would a normal hip-thrust, but instead you can add whatever weight required, strap yourself in, lift your legs up on the plate, and start thrusting. This piece of equipment does not only provide more results, but it is also brilliant for helping

support your back, and help with any back pain. There is definitely a large gap in the market for this piece of equipment, so if hip thrusts are a big part of your workout, and you are located relatively close to Camberwell, it would definitely be worth changing gyms and making use of that equipment. PACK45 Another facility easyGym franchises provides for their gym consumers is ‘PACK45’. This is a group training plan, which allows you to take part in workouts which are very specific to your needs and requirements. Included are seven individual workouts. The best part about PACK45 which makes it more individual to general gym fitness glasses, is that you have an elite personal trainer who will motivate you all the way through, you get plenty of open space and because the classes can be so large, everyone motivates each other to get the best out of your workout. easyGym Camberwell had an overall positive atmosphere. Owner Hemal stated she wants everyone to feel included when they come to her gym. Especially women who want to be able to feel confident when weight-lifting. There are too many gyms currently where women feel they cannot go over to the cages, or take part in weight-lifting workouts. Hemal wants to change this perception and make everyone feel welcome. “It is all about promoting the community but taking things seriously. Reinvent yourself and challenge yourself” - Hemal Gill Overall, we had a great opportunity to experience our first ever easyGym in Camberwell. If you would like to find out more information about this franchise then visit https://www.easygym.co.uk/ locations/gym-camberwell where they currently have a great offer on! Or if you are local, just pop in and ask them any questions on general enquires, prices, more information on the ‘Booty Builder’ or ‘PACK45’.

10 MINUTES WITH... KATIE BULMER COOKE

PT Today caught up with Katie Bulmer-Cooke to give an insight on her experience as a PT and ‘Powah’. Tell us a bit about yourself? I’m Katie, 33, from Sunderland. I’m Mam to Heidi, 9, and Bobby, 1 and wife to Simon. I’ve been in the fitness industry since I was 16, after being inspired by my Mam who started teaching fitness classes back in the 80’s when thong-back leotards and pushdown socks were the height of fashion (she’s still teaching now at 60 years old). My career in fitness started out fairly traditionally but has taken lots of exciting twists and turns over the last 17 years.

How long have you been a PT? I’ve been a qualified personal trainer since I was 21 (12 years). I’ve done it all, from working in health clubs, having my own private PT room, travelling between client’s homes and training people in the public eye too. I’ve always specialised in pre and post natal training.

How did you get into the industry? Back in 1990 I started sitting in the corner of my Mam’s Keep Fit classes in the local church hall and just remember loving everything from the

atmosphere and sense of fun to the music and everyone moving in sync. For me there was no other job I wanted to do, so I decided to follow in my Mam’s footsteps and enrolled on Level 2 Exercise To Music when I was 16.

What is your favourite part of your job? It’s the people I work with and the variety. No two days are the same and seeing people achieve their goals is so rewarding.

many people with my health and fitness message. I was also aware of the reach and influence celebrities have. So, along with my business partner, we set out to help celebs, sports personalities and social influencers create their own online fitness brands and plans to help their fans and followers achieve their fitness goals. What are your dislikes within the fitness industry? I often feel that there are many roles within the industry that are undervalued and underpaid. An example would be great to see more clubs seeing the value of outstanding group fitness instructors and appreciating their role in customer retention and experience, and awarding this accordingly.

What advice would you give to female PTs in the industry? I’d give them the same advice I’d give male PTs. Specialise in an area of health and fitness, and channel all of your marketing and educational efforts into this area. Also set your prices accordingly- don’t under price your expertise.

How do you ensure you are on top of your game? I think it’s really important, whichever industry you work in, to look after yourself and prioritise your health (physical & mental) and fitness. I’m also a huge fan of getting up early and making the most of every hour in the day. I rarely sleep in but even if I have a one-off lie in until 8am I feel like I’ve wasted the day!

What made you want to start up Powah? I felt like I’d achieved everything I’d personally set out to as a PT, and although I had a good social following I was conscious that I could only reach so How important is work-life balance to you? For me work-life balance is a bit of a myth...I’m still trying to get it right. I go through phases where I’m smashing it at work but have major Mam-guilt and then have times where I feel like I’m an awesome Mam, but feel like there’s more I could be doing at work. What are you currently working on? My business, Powah, takes up all of my working time. We build online brands and businesses for social media influencers, celebrities and sports personalities and we specialise in digital fitness products. I love it and feel like it is a culmination of all the skills I’ve gained over the last 16 years.