Well Nation issue 1 2024

news & trends in wellness, health & physical activity www.well-nation.co.uk ISSUE 1 2024

Increased focus on physical literacy gathering pace across industry

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Active wellbeing model planned for Yorkshire p3

Insight: What are the trends for 2024?

PHOTO: MAVERICKS LIFE CO.

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Steve Wright to head Power Plate’s EMEA operations p6

Everyone Active launches new “health membership” option p10

ACTIVE UPRISING 2024

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John Challinor Publisher john@well-nation.co.uk Tel: +44 (0) 7971 043396

The review recommended a wellbeing-focused delivery model

New active wellbeing model recommended for North Yorkshire A strategic review of leisure services in North Yorkshire has recommended a new, joined-up delivery model for publicly-owned leisure venues in the region.

The review suggests the creation of a new sport and active wellbeing service, with a strong focus on health and wellbeing. It also recommends that there should be “strong integration between physical facilities (leisure centres), sports development and place-based delivery”.

“The aim is for high impact, preventative services that have the capacity to take demand out of the wider health and social care system and improve population health,” the review reads.

“The delivery model will shift the traditional leisure service to a sport and active wellbeing service. This builds

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on the work that is already happening across the county to provide a range of targeted support – including those for specific conditions, preand rehab, healthy weight, exercise referral, dementia, frailty and pain management – as well as increasing the inclusivity of programmes.

“It recognises the costs to the public sector of inactivity and enables a greater contribution to wider Council outcomes around public health and social care.”

The review, by North Yorkshire Council, supported by SLC Consultancy, included visits to facilities, including community-owned/managed facilities.

The deliver model recommended by the review promotes a strong integration between physical facilities (sport and wellbeing hubs), sports development and place-based delivery.

Tom Walker Editor tom@well-nation.co.uk Tel: +44 (0) 7796 512769

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news & trends Less than half of children meet activity targets PHOTO: PEXELS.COM/MARY TAYLOR

Less than half of children (47%) in England meet the Chief Medical Officers’ guidelines of taking part in an average of 60 minutes or more of sport and physical activity a day.

Figures from Sport England’s latest Active Lives Children and Young People Survey Report, published on 7 December, also show that there remain significant inequalities in activity levels.

Black (40%) and Asian (40%) children and young people, and those from the least affluent families (44%), are still less likely to play sports or be physically active than the average across all ethnicities and affluence groups.

Girls (44%) are also less likely to be active than boys (51%). According to Sport England there are, however, some “positive stories” in the data.

These include figures which showing how there are now one million (11.5%) more children and young people walking, cycling or scootering to get places than there were five years ago (academic year 2017-18) – the first

Just 47% of children meet the CMO activity guidelines

year that the Active Lives Children and Young People was published.

The number of girls playing football has also increased by 68,000 (1.5%) in just one year – since the England Women’s team, the Lionesses, won Euro 2022.

According to Sport England CEO,

Tim Hollingsworth, the figures show, among other things, the ‘importance of physical literacy’, adding: “If we are to hit the government’s target of getting over one million more children active by 2030, then there is real work to be done.”

PHOTO: ZENO HEALTH CLUB

Hero “mental health club” rebrands as zeno Hero Training Clubs in Manchester, which marketed itself as the “UK’s first mental health club” when it first opened in 2019, is undergoing a rebrand.

The health, fitness and wellbeing club combines exercise and physical activity classes with mental and emotional health sessions.

Re-branding itself as zeno Health Club, the founder of the concept, Joe Gaunt, says the move marks a “new chapter” which will allow the club to extend its reach even further.

“We’re here to empower the people of Manchester with unmatched personalisation and support,” Gaunt said.

The new name will be accompanied by the launch of a brand new gym area, the launch of a “lifting club” membership option – for those focusing on strength training – and a simplified booking system.

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ISSUE 1 2024

The club first opened in 2019

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PHOTO: LEEDS CITY COUNCIL

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An artist’s impression of the new hub

Ageing Leeds leisure centre to be replaced by wellbeing hub

Increased focus on physical literacy gathering pace The drive to recognise the importance of physical literacy across the physical activity sector is gathering pace, with a number of sports councils having increased their focus on the topic.

The latest initiative is the Northern Ireland Physical Literacy Forum (NIPLF), which held its inaugural meeting at the House of Sport, Belfast on 8th December.

Set up by Sport NI, the membership of the group includes representatives from governing bodies of sport and local councils.

In 2022 Sport NI, in partnership with Sport Ireland, launched the All-Island Physical Literacy Consensus Statement.

The Consensus Statement provides one all-island definition, promoting a culture of lifelong participation in physical activity and acted as a catalyst to the formation of the NIPLF.

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NIPLF has been set-up to highlight the importance of physical literacy in determining a person’s decision to be physically active throughout life. The forum will advocate for the integration of physical literacy into policy and practice, encouraging collaboration between organisation’s and sectors.

Sport England followed Sport NI’s lead in September 2023, launching its own Physical Literacy Consensus Statement.

Research has demonstrated that under-development of physical literacy results in non-engagement with and/or withdrawal from physical activity leading to sedentary lifestyles.

Members met to share their views and creative ideas on how to embed the principles of physical literacy into their own organisations and influence change across the sporting sector.

PHOTO:PEXELS.COM/ALLAN MAS

Under-development of physical literacy results in non-engagement

Fearnville Leisure Centre in Leeds is set to undergo a major redevelopment as part of plans to transform the popular but ageing site into a modern sports and wellbeing hub.

Leeds City Council, which owns the centre, plans to build a new wellbeing centre being built on part of the King George V Playing Fields, a 28-acre green space that is home to the current facility.

Indoor amenities are set to include a large main swimming pool, learner pool, sports hall, fitness studios, indoor cycling studio and a 120-station gym, as well as a community café and adventure play area.

Major improvements are set to be made to Fearnville’s outdoor offer, with a 3G football pitch, tennis courts, skatepark and play zone among the proposed features.

The council has now submitted a planning application for the scheme and, if approved, it is hoped that work could get under way in the middle of 2024.

The existing centre would remain open while the new facility takes shape on a part of the site that at present is occupied by a disused artificial football pitch.

Once construction is complete, the current building – which dates back to the 1980s – will be demolished.

ISSUE 1 2024

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People news PHOTO: BBC

Mary Earps

Mary Earps wins BBC Sports Personality of the Year award England women’s national team goalkeeper, Mary Earps, has been voted BBC Sports Personality of the Year 2023. Earps was a key member of the Lionesses team that reached its first ever World Cup final earlier this year. She was also named the best goalkeeper of the tournament.

“It feels pretty great off the back of a couple of really big years and 2023 has been wild in ways I couldn’t expect,” said Earps, who plays her

club football for Manchester United in the Women’s Super League.

Earps becomes the third woman in a row to win the Sports Personality of the Year award – the first time that has happened since the 1960s.

Earps’ team mate, fellow Lioness Beth Mead was crowned winner in 2022, while tennis star Emma Raducanu won the award in 2021.

England cricketer Stuart Broad was second in this year’s voting.

Sports people recognised in honours list PHOTO: RFL

A number of sports and physical activity industry people have been recognised in the New Year’s honours list.

Former Rugby Football League (RFL) CEO, Ralph Rimmer, was given an OBE for his services to rugby league football. The extraordinary charity work of rugby legends Kevin Sinfield and Rob Burrow earned them CBEs. There was also a CBE for former England goalkeeper Peter Shilton.

Ralph Rimmer

PHOTO: ELEIKO

Eleiko appoints Magnus Welander as chair

Magnus Welander

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Strength equipment specialist, Eleiko Group, has appointed Magnus Welander as its new chair. Welander – until recently CEO of sport & outdoor equipment company, Thule – brings with him considerable experience in heading international growth companies. According to Eleiko, the appointment is part of a “new, exciting phase of investment and growth” as it looks to bolster its product development and grow its global presence.

Steve Wright to head Power Plate’s EMEA operations Performance Health Systems (PHS) – owner, manufacturer and distributor of Power Plate – is consolidating its EMEA, UK and Ireland operations. Steve Wright, PHS’s current Vice President in EMEA, has been tasked with reviving growth and supporting existing customers and distributors as the region continues to recover from the pandemic and economic impact of the conflict in Ukraine.

As well as Power Plate, PHS owns bioDensity, an osteogenic loading system.

Lee Hillman, CEO of PHS, said: “Steve has led the effort to strengthen our European distribution infrastructure in recent years. Now, he will be taking on the greater challenge to up-level the full EMEA and UK markets’ knowledge and understanding of our Power Plate and bioDensity branded products offer.”

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news & trends Active Uprising to explore sector’s role in healthcare PHOTO: UKACTIVE

Kim Leadbeater MP, Chair of the All-Party Parliamentary Group for Sport, will be among the keynote speakers at this year’s Active Uprising event. The 2024 edition will focus on the increasing role of physical activity in the creation of a preventative healthcare system.

Leadbeater will chair the first panel session of the day, titled, “The NHS and the fitness and leisure sector: what do we need from each other?”

Other speakers at the event, organised by industry body, ukactive, include sport psychologist and leadership coach, Dean Leak.

Taking place on 1 February 2024 at the QEII Centre in London, Active Uprising is the industry’s leading annual event and will bring together more than 700 leaders from across the worlds of health, fitness, leisure, sport, politics and business.

Mike Farrar, ukactive chair, will offer a keynote speech, reflecting on the sector’s progress alongside the wider health landscape, drawing

Active Uprising will bring together more than 700 industry leaders

upon 13 years of CEO experience, to outline the sector’s opportunity to support the national health agenda.

Huw Edwards, CEO of ukactive, said: “Bringing together expertise from across the sector to discuss the national health agenda and how our sector can lead the way, will be a perfect

opportunity to start the year and showcase the real value of our physical activity sector to key decision makers.

“We can’t wait to welcome everyone to the QEII Centre in what promises to be a packed day filled with fresh inspiration, unmissable insights, and new partnerships.”

PHOTO: PARKWOOD LEISURE

Parkwood and LEX add new centre to portfolio Parkwood Leisure and its sub-contractor, LEX Leisure, have taken over the operation of the Geoff Moulder Leisure Complex in Boston, Lincolnshire.

Parkwood has signed an initial three-year contract to manage the site. The move will see the facility receive a comprehensive facelift and is seen as an important first step in Boston Borough Councils’ major transformation project that will deliver a modern leisure centre and community space, with updated facilities and improvements made to the overall customer experience.

The council will begin the redevelopment work on the centre in early 2024, funded partly by Town Deal funding it secured from the Towns Fund scheme.

Glen Hall, MD, Parkwood Leisure, said: “The redevelopment will help to assure long-term high quality provision of local opportunities to be active.”

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The centre will be redeveloped during 2024

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PHOTO: HORIZON LEISURE

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The 11 “HDRCs” include coastal areas

NIHR invests £55m to tackle health inequalities in the UK The National Institute of Health and Care Research (NIHR) has provided £55 million worth of research investment to tackle health inequalities and improve health outcomes in local areas across the UK. NIHR is investing a second wave of funding into 11 new Health Determinants Research Collaborations (HDRCs) over the next five years.

The local government partnerships will boost research capacity and capability in some of the UK’s most deprived areas. They will span the devolved administrations and include a mixture of urban, rural and coastal areas.

Boosting research capacity in coastal and rural communities is a key part of NIHR’s work with under-served communities.

The 11 new HDRCs went ‘live’ on 1 January 2024. A further 6 HDRCs will start on 1 January 2025, providing agreed criteria are met during their development year.

The new HDRCs follow in the footsteps of 13 successful HDRCs already established following the first wave of funding. This will bring the total to 24 live HDRCs as of 1 January 2024, with an expectation that the total cohort will grow to 30 HDRCs, with an annual recurring investment of £30 million.

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The scheme forms part of NHS England’s Innovation for Healthcare Inequalities Programme

Horizon Leisure opens ‘blood pressure pod’ at Wellbeing Hub in Havant Horizon Leisure has launched a SurgeryPod at its Wellbeing Hub in the Meridian Shopping Centre in Havant. Members of the public can have their blood pressure measured at the hub with readings then being fed directly into local GP’s databases.

Hampshire-based residents don’t need to make an appointment, they can simply turn up, use the ‘pod’ to take their blood pressure and the results will automatically be fed back to their GP practice.

Hosting the SurgeryPod in a nonclinical setting is a new concept for Horizon, a charitable trust which operates multi-activity community wellbeing centres across Havant, Waterlooville and Guildford.

The scheme forms part of NHS England’s Innovation for Healthcare Inequalities Programme (InHIP.) The

programme has been coordinated

by Health Innovation Wessex in a joined up approach with local GP practices, Hampshire and Isle of Wight Integrated Care Board, plus the Hampshire Public Health team, who have funded the SurgeryPod. Local GP surgeries in Havant are also inviting patients to the Wellness Hub who have not had a blood pressure check in the last five years to encourage better cardiovascular disease prevention locally. The installation of the SurgeryPod follows the opening of the Wellbeing Hub last year, which is conveniently located on the ground floor of the shopping mall.

There are now plans to expand the services offered by the SurgeryPod, from being able to help people quit smoking, monitor weight management and deliver contraceptive pill reviews.

ISSUE 1 2024

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news & trends Everyone Active launches new ‘health membership’

PHOTO:PEXELS.COM/ELINA FAIRYTALE

PHOTO: EVERYONE ACTIVE

Everyone Active has launched a new membership option at its facilities, which it says has made it the UK’s first leisure operator to offer fully integrated health support.

The company has integrated a HealthHero option into its membership benefits, offering customers access to a virtual GP service through video and phone consultations.

Available seven days a week from 8am to 10pm, the service has been

Everyone Wellness offers fully integrated health support

designed to ensure quick and convenient access to practicing GPs. One of Europe’s leading digital-first healthcare providers, HealthHero offers five million consultations annually and provides services to more than 30 million people across the continent.

The new membership option, called Everyone Wellness, also gives customers access to a wide range of exclusive benefits to help with their mind, body and wellbeing. The new offering will include free guest passes, 14-day priority booking, free personal training and more than

120 offers and product savings from major brands in the wellness space.

The Everyone Wellness membership went live on Wednesday, 22 November.

In the first weekend of sales, more than 2,100 memberships were purchased across Everyone Active centres.

Everyone Active’s Regional Director, Duncan Jefford, said: “The new membership is another significant step towards providing our customers with a 360-degree health and wellness offering. It will help make a significant difference and contribute to the health of local communities.”

Torfaen Leisure partners with Technogym for upgrades

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The new equipment was installed in December 2023

PHOTO: TORFAEN LEISURE TRUST

Torfaen Leisure Trust is undertaking major refurbishments at two sites it operates on behalf of Torfaen County Borough Council.

The fresh investment will see upgrades being made to the gym at Cwmbran Stadium and the cycle studio at Pontypool Active Living Centre. For both projects, the trust has partnered with fitness equipment giant, Technogym. The new gym and group cycle studio – both of which will be powered

by Technogym – were installed in December 2023.

According to Torfaen Leisure Trust CEO, Ben Jeffreys, the investment is part of a year-long drive to improve its wellness and physical activity offer.

“Over the past 12 months, we have made wholesale changes to how Torfaen Leisure Trust operates, including implementing new systems of obtaining and measuring feedback from our members,” Jeffreys said.

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The scheme will look to activate fans

Fitness initiative designed to create ‘healthy rivalries’

iFIT launches brand campaign to highlight ‘new direction and mission’ iFIT has launched two new brand campaigns, revealing the group’s new direction and mission under the leadership of CEO Kevin Duffy – which is to “create the world’s most effective fitness platform”.

Called World of Intelligent Fitness and Incredible Machines, the two campaigns highlight the global fitness group’s two main elements – the interactive, digital fitness platform (iFIT) and its equipment divisions, which include consumer brand NordicTrack and commercial fitness specialist, Freemotion.

According to Duffy, who was appointed CEO in October 2022, the campaigns underline how iFIT’s proprietary software and experiential content work in tandem with Freemotion and NordicTrack equipment to “provide a seamless,

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truly integrated fitness experience”.

“The campaigns underscore how our incredible machines and intelligent fitness enable people to achieve more by maximising their potential through personalised tech and inspirational programming unlike anything else on the market,” Duffy said.

The campaigns were launched at a time when Freemotion Fitness – iFIT’s commercial equipment arm – continues to grow its footprint in the UK. In 2024, the company is set to announce a number of partnerships with major UK brands, including one with “an iconic retail chain”.

Globally, as part of its “intelligent fitness” push, iFIT is preparing to launch a new AI Coach option, set to debut in January of 2024. The virtual AI Coach will provide users with personalised and adaptive training.

PHOTO: IFIT

The initiative highlights how the iFIT platform works with Freemotion machines

A new initiative looks to put football rivalries into good use and utilise the passion of fans to get them more physically active.

Called Fans to 5k, the new initiative will allow fans of two Bristol teams to track their fitness activities, which are then recorded and turned into points for their football team of choice.

The points then feed into the Fans to 5k 12-week challenge, which will see teams battle it out to gain the most points as well as bragging rights before the end of the programme.

The Fans to 5k programme is now up and running for fans of Bristol City and Bristol Rovers.

Those who join the initiative also have access to the private Facebook Support Group, where fans can interact with one another, connect and share their fitness journeys.

A “Fans to 5k coach” will also be in the group, offering support and guidance to help participants reach their fitness goals.

The new programme follows the success of the recent Gas to 5k pilot, which saw 63 Bristol Rovers fans cover a total of 2378 miles over the course of the initiative.

A further 1058 miles was run after the pilot had finished, further highlighting the positive changes participants had made to their health by signing up.

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news & trends PHOTO: MANCHESTER CITY COUNCIL

PHOTO: FITTER STOCK

The strategy has four themes

Five-year plan revealed for “agefriendly Manchester” Fitter Stock offers on-demand content and a ‘build your own’ subscription service

White-label wellness platform, Fitter Stock, launches for operators A new wellness and fitness content platform aims to offer health and fitness providers instant access to premium-quality, white-label wellness content.

Fitter Stock offers on-demand content and a ‘build your own’ subscription service with access to a library of content, ranging from fitness, health and wellness to sleep, nutrition and mental health.

Designed to provide a holistic approach to wellbeing, the content includes tips on healthy eating, audio

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meditations, yoga workouts and exercise demonstrations. Operators can browse the content library, select the video/audio content to license, then choose the license term (ranging from six months to three years), pay and download instantly.

The downloaded content can then be incorporated into the customer’s own digital platforms, whether an app, website, content management system or customer communications.

The system doesn’t require any API development, while a live chat box will be manned by real people.

David Langridge, Managing Director, Fitter Stock says: “Similar to popular stock image platforms, Fitter Stock provides companies with a straightforward ‘download and use’ license. With our monthly, per-video pricing, regardless of views, clients can be confident in their expected spend.

“Producing and creating premium wellness content can be challenging in cost, time and quality. Fitter Stock solves these issues as our content has high-end production values and is instantly accessible, while remaining very affordable.”

Manchester City Council has published its new Age-Friendly Strategy, underlining the city’s direction of travel to push forward initiatives that understand and meet the needs of its older population.

Called Manchester: a city for life 2023- 2028, the strategy builds on the foundations of age-friendly work ongoing in the city for the last two decades. It sets out the vision and priorities for Manchester to continue as an age-friendly city where people can age happily with equality, respect, and independence and where they have a voice in the life of the city and are economically, physically, and socially active. The strategy will focus on four themes: being heard and age equality; age-friendly neighbourhoods where we can all age in place; age-friendly services that support us to age well; and age-friendly work skills and money.

Developed through a consultation involving both the service and voluntary sectors – as well as the Age Friendly Manchester Older People’s Board – the strategy has been designed in a way which includes older people’s voices and experience at the heart of it.

Councillor Thomas Robinson said: “Our older residents are central to our culture and resilience as a city.

We’re determined to celebrate that through this strategy.”

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PHOTO: BBS

The course by BBS features three modules

Functional flexibility training course launched A new internationally accredited training course, teaching functional flexibility and mobility to sports and fitness coaches, has been launched to cater for the increased demand in the growing trend.

Called ‘Long & Strong’ – Functional Mobility and Flexibility, the course features three modules and is offered by Body Before Skill (BBS) Training Academy and explores the numerous approaches to functional flexibility and mobility.

The three elements have been designed to bring an affordable and licence-free solution to help trainers, coaches and operators to upgrade the skills required to answer the growing demand from consumers for more education and support in the disciplines. The courses are delivered in an immersive

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eLearning format and targeted at sports professionals, trainers, coaches and teachers looking to expand their knowledge by incorporating effective stretching techniques and using functional flexibility to enhance athletic performance and injury prevention.

BBS is the first internationally accredited training provider offering functional flexibility training for sports coaches and holistic training specialisations. For the foundation course, BBS has obtained CIMSPA CPD course accreditation, with 10 CIMSPA points awarded to qualifying CIMSPA-registered members. The three courses have also gained accreditation from the European Register of Exercise Professionals (EREPS), National Academy of Sports Medicine (NASM) and Athletics and Fitness Association of America (AFAA).

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news & trends Fusion refinances, enters ‘new phase of operations’ PHOTO: FUSION LIFESTYLE

Fusion Lifestyle, the charitable sports and leisure management organisation, has reached a refinancing deal worth £13m with NatWest. The agreement will support its plans into 2024 and beyond in what the company calls “a new phase of operations”.

Fusion said it will use the deal to invest in its facilities, as well as develop its brand and wider infrastructure.

Fusion has two major capital schemes in its pipeline for early 2024, both of which are in excess of £10 million.

One of these is the refurbishment and new build of Kingsmead Leisure Centre in Canterbury.

Fusion currently operates 66 sites, including six of the country’s oldest Lidos – one of which is the historical Newcastle City Pool.

Following the successful refinancing loan, Fusion has made two new appointments to its executive board, with Richard Allan being named Director of Operations and Helenor Rogers Commercial Director.

The deal will enable Fusion to invest in its facilities

Anthony Cawley, CEO of Fusion Lifestyle, said: “Like many others in the industry, following the COVID-19 pandemic we needed to secure a refinancing deal in order to continue business as usual.

“This deal gives us a solid financial base to pursue our plans

for 2024, invest in our facilities and centres and ensure Fusion can deliver moving forward.

“We believe this marks a fresh start for Fusion with a strengthened management team, we’re excited about the plans we’ve put in place and feel confident in our future.”

Pocket Rocket launches training academy service

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The training service will feature a network of tutors

PHOTO: POCKET ROCKET GROUP

Pocket Rocket Group has launched a new training service for the health, fitness and wellness industry.

Called Pocket Rocket Academy, the new service will be headed up by Nick Mennell and aims to provide “human experience-led education” for health clubs, local authorities and leisure trusts, as well as supporting manufacturers with product to application programming.

Mennell said: “Our network of tutors will develop engaging content supported by context, which will allow the learner greater understanding. Pocket Rocket Academy will work to establish customer needs in order to deliver a collaborative education pathway.”

The training will cover areas such as delivering PT experiences, creating engaging environments for exercisers, member retention, supporting specific demographics and small group training.

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PHOTO: STA

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The STA team receiving the award

STA’s wins FAB innovation award for STAnd Up initiative

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PHOTO: SPORT ENGLAND

Safety Training Awards, the awarding organisation of the Swimming Teachers’ Association (STA), has won the ‘Innovation of the Year’ award for its STAnd Up for Swimming campaign at this year’s Federation of Awarding Bodies (FAB) Awards.

STAnd Up for Swimming was launched by STA in 2022 as a charity campaign in response to the swimming teacher shortage. As the cost of training is seen as the biggest barrier for people to take up a career in swimming teaching, the charity provides funds to train more than 900 swimming teachers for free, with two-thirds of the learners being new to the leisure industry.

As the campaign needed to make an immediate impact, STA offered learners the opportunity to gain an accredited Level 2 Award in Teaching Swimming qualification, making sure that those who qualified were able to gain employment in either the public or private sector. This approach resulted in 86% of the STAnd Up for Swimming learners quickly finding employment.

STA’s CEO, Dave Candler said: “STAnd Up for Swimming came just at the right time; a time when swim schools were struggling to find qualified swimming teachers to meet the post-pandemic demand for swimming lessons. “

Girls said they would like to have better opportunities to try a variety of activities

The ‘dream deficit’ – just 29% of girls dream of reaching top of sport Fewer than a third of girls (29%) dream of reaching the top of sport – compared to more than half of boys (52%).

The finding comes from research by charity, Women in Sport, which tracked how the increased visibility of elite women’s sport over the past three years has inspired girls and young women in England.

It showed that, despite the inspirational performances from the England women’s football team and netball’s Vitality Roses over the past two years, the number of girls who aspire to play elite level sport has declined (by 2%) compared to the same time a year ago (2022).

The research is presented in a new report, titled Daring to Dream – The Gender Dream Deficit in Sport, which also shows how 82%

of girls still believe women’s sport isn’t taken as seriously as men’s.

Gender stereotyping also continues to have a significant and negative impact on girls with 35 per cent of girls believing they’re not expected to be good at sport, compared with just 4 per cent of boys.

More than four in ten girls (46%) would like to see an increase in opportunities to try a variety of sports at a young age and more chances to join clubs and teams outside of school (40%).

Girls also cite the need for better sports facilities (46%) and for teachers and coaches to better understand their needs (37%).

What more, 47% of women said a greater diversity of female athletes would encourage them to get more involved in sport.

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PROMOTION

Educational content is at the heart of Elevate 2024

The event offers visitors a busy trade show floor

ELEVATE 2024

New chapter of collaboration and education Get ready to mark your calendars! Registration for Elevate goes live on the 10th of January – meaning the countdown is on to the most anticipated event for the UK for the physical activity,fitness and sports therapy market!

R

eturning to London Excel, the industry event that is true to its name promises to elevate expectations once again as it brings together all those best placed to get more people active.

What’s new in 2024: This year, Elevate is proud to introduce new features, such as the Education Lounge, The Innovation Playground, Active Aquatic Theatre, and a specially curated Active Kids element. These additions will provide even more opportunities for detailed education, powerful networking and enriching hands-on experiences.

Welcoming back familiar faces, embracing new partnerships:

12-13 JUNE 2024 | EXCEL | LONDON the two elements as the driving forces propelling the sector forward, Elevate aims to facilitate meaningful connections and foster a culture of continuous learning. This theme underscores our commitment to advancing the industry by bringing together key stakeholders and thought leaders.

EDI content: elevating equality, diversity, and inclusion:

Collaboration and education: the beating heart of Elevate 2024:

In a significant stride towards fostering a more inclusive industry, Elevate 2024 proudly announces its partnership with Include Summit for EDI (Equality, Diversity, and Inclusion) content. This collaboration underscores our dedication to progress within the EDI space, ensuring Elevate remains at the forefront of positive change.

As Elevate 2024 unfolds, we invite you to join us on this collaboration, education, and inclusivity journey.

Together, let’s shape the future of the physical activity, fitness, and sports therapy landscape!

At the core of Elevate 2024 is the overarching theme of collaboration and education. Recognising

● www.elevatearena.com

Elevate will again welcome a number of longstanding partners, whose continued support has been integral to its success over the past eight years. Additionally, there are some exciting new exhibitors. This blend of familiarity and fresh perspectives reflects the industry’s dynamic nature!

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THE B2B EVENT THAT GETS THE NATION MOVING The UK's largest annual trade event dedicated to physical activity, health and performance.

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news & trends Sector leaders: focus needed on early intervention

PHOTO: SPORT ENGLAND

More needs to be done to ensure children and young people are given the opportunities to get active early in their lives. That is the message from the National Sector Partners Group (NSPG) after figures from Sport England, published earlier this month, revealed that less than half of children meet the minimum recommended levels of daily activity.

“Early intervention of physical activity builds positive habits and experiences and has the power to change lives, increase population health and set young people up with the best opportunity to thrive,” the NSPG said in a statement. “We need to reimagine how we approach activity at all levels, and put activity at the heart of schools, our communities, and government priorities, otherwise we will fall short of those targets and will be putting the next generation at risk.

“Current and future governments have an opportunity here to be more ambitious and work with our sector already to unlock the power of being active for young people

Physical activity builds positive habits and experiences

and shift the dial on activity, health and wellbeing. Our sector stands ready to work with leaders and government to make this a reality.”

The NSPG is a coalition of six lead representative bodies from across the sport, recreation and

physical activity sectors – Active Partnerships, Chartered Institute for the Management of Sport and Physical Activity (CIMSPA), Sport for Development Coalition, Sport and Recreation Alliance, ukactive and Youth Sport Trust.

Sport England: launch of Buddle “important moment for physical activity”

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Buddle will provide free learning and support resources

to them. Resources available via Buddle include guidance on all aspects of developing, running, and growing a club or organisation and access to training and development opportunities.

PHOTO: SPORT ENGLAND

Sport England has launched a new service, designed to offer those working in community sport and physical activity “the support and resources they need to thrive”. Aimed at both volunteers and professionals, Buddle will provide free learning and support resources to inspire and strengthen clubs and organisations in the sport and physical activity sector.

The new service will replace the current Club Matters and will offer users the latest information, training and tools to help clubs and organisations overcome challenges and make the most of the opportunities available

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Energy-efficient £17.5m Knaresborough centre opens

Designed by GT3 Architects, the centre has been delivered by Alliance Leisure

friendly measures. There are no gas boilers, for example – instead, air-source heat pumps and solar panels provide a source of renewable energy for operations. Other solutions include LED lighting, upgraded building management systems and improved electrical supplies.

PHOTO: NORTH YORKSHIRE COUNCIL

A new £17.5m leisure complex in Knaresborough, Yorkshire, will produce 60 per cent less carbon than the previous leisure centre on the site – while offering residents improved health and fitness opportunities.

The new-build centre, developed

by Alliance Leisure, was originally commissioned by Harrogate Borough Council and is now part of a wider £47.9 million leisure transformation project by the newly Combined North Yorkshire Council.

The centre houses a six-lane 25-metre pool, a leisure pool with flume, a 60-station fitness suite, a studio for group fitness classes, a bespoke group cycling studio, sauna and steam rooms, a café and an outdoor children’s play area.

Making the new facility as environmentally friendly as possible – and energy-efficient, due to rising costs – was a key consideration. As a result, the building’s sustainable design includes a number of eco-

Electric car charge points and bicycle storage have also been added to encourage sustainable travel.

The Knaresborough Leisure and Wellness Centre is managed by Brimhams Active, a community health and wellbeing company, and is wholly owned by North Yorkshire Council.

New strategy to reduce obesity in Cornwall

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PHOTO: PEXELS.COM/ANDRES AYRTON

People across Cornwall and the Isles of Scilly are being asked to help shape a plan to support people to achieve and maintain a healthier weight.

Called the Healthier Weight Strategy, the scheme aims to enable communities and organisations to work together to help people lead healthy and active lives.

The latest data for Cornwall and the Isles of Scilly show that 22.5% of reception age children are living with overweight or obesity, while nearly a third (32.7%) of year 6 children are deemed overweight or obese. Meanwhile, two thirds (65.5%) of adults in Cornwall are obese or overweight.

In a statement, Cornwall Council said: “The cause of obesity is not as simple as lacking willpower, eating too much and moving too little. It is actually much more complex with genetic, psychological, sociocultural, economic and environmental factors all playing a part.”

Two thirds (65.5%) of adults in Cornwall are living with obesity

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news & trends Everyone Active to operate London Aquatics Centre PHOTO: EVERYONE ACTIVE

The London Legacy Development Corporation (LLDC) has appointed Everyone Active as the new operator for the London Aquatics Centre at Queen Elizabeth Olympic Park.

The eight-year contract – which includes an option to extend – will cover the operation of the Dame Zaha Hadid-designed building, one of the iconic venues of the London 2012 Olympic and Paralympic Games. The venue was previously operated by GLL. Facilities at the centre include two 50-metre pools, a dive pool with distinctive diving platforms, as well as a 100-station gym, café and ancillary facilities.

The venue attracts more than one million visits a year for community use and learn to swim programmes – as well as club and elite performance training and a number of elite competitions.

Edward Fane, Head of Venues at Queen Elizabeth Olympic Park, said: “The London Aquatics Centre is one of the world’s best aquatics venues

The venue attracts more than one million visits a year

where elite athletes train alongside community users and talent pathways that can link the two, with thousands coming to learn, swim and dive here each week. “This prestigious and high value contract is critically important to the long-term legacy of the Games of London 2012 and we

thank GLL for their great service since operating the venue since 2014.”

Everyone Active’s Regional Director, Duncan Jefford, added: “This is an incredibly exciting time for Everyone Active, and this new partnership with LLDC marks a monumental step for our business at an iconic sports venue.”

PHOTO: BPL

BPL adopts data-driven approach to drive referrals Working with data has transformed the way Barnsley Premier Leisure (BPL) manages its exercise referrals – and has also enabled it to expand the programme.

The not-for-profit social enterprise currently runs two successful health referral schemes – BPL Health Referral and Weight Management Programme – within its Barnsley contract. A third, the Cancer Prehab and Rehabilitation Programme, is now in the early stages with funding in place and will be aimed at people with or recovering from cancer.

Central to the success of the programmes has been BPL’s decision to begin using a data management platform – provided by ReferAll – to help manage referrals, drive new people to its healthy lifestyles programmes and boost uptake rates. Since the introduction of the system, BPL has processed more than 6,400 referrals with encouraging results.

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The exercise referral programmes have shown encouraging results

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Trends for 2024

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Gamified fitness evolves into extended reality Mixed reality may sound like a comic book skit, but it’s real – and fitness has entered this next-generation arena.

First there was augmented reality, then virtual reality and now – extended reality is making waves, with the Quest3 headset from meta launching soon, combining the real world with the virtual world. And, it’s not just gamers that are reaping the benefits of this futuristic tech. Fitness brands like Les Mills, which has the world’s number one fitness app on the Meta store in the form of Bodycombat see this extended reality as a huge opportunity to get harder-to-reach audiences active.

Rachael Newsham, Les Mills programme director and instructor explains, “Mixed reality

is the new and immersive way to bring fitness motivation to the masses. From Bodycombat to Dance, fusing the real world with virtual training spaces where they are transported through the music, design innovation and incredible tech, helps break down barriers to exercise to help people enjoy an active lifestyle – in every universe!”

AI democritises wellness Wellness services and health diagnostics that were once only accessible to the elite, are now available at our fingertips for an affordable price thanks to developments in artificial intelligence.

Everything from sleep analysis and mental health diagnosis to personal training has become highly accessible thanks to AI-based apps that range from free to a few pounds each month.

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PHOTO: LES MILLS

Gamification in fitness is here to stay - and will evolve further 22 ISSUE 1 2023

What will the biggest industry trends be for 2024? WellNation asked leading specialist health and fitness agency, Action Group, to highlight some of the things to watch for over the next 12 months

PHOTO: ORANGETHEORY

The nature of group exercise is developing

Corporate Wellbeing brand HAWQ uses its unique HAWQ Score analysis to create personalised programming for employees and an overarching strategy for the organisation. HAWQ is considering implementing AI-based health and wellness apps to support them in achieving better holistic health. Robbie Johnston, Co-founder of HAWQ says, “We’ve seen AI algorithms, LLMs and sensors being increasingly used across the health and fitness industry to create more personalised help and expand user insight by creating everything from custom workout programmes, to tailored counselling support services. It’s not a silver bullet, as each individual employee’s needs differ, but having technologically advanced wellness support is a benefit countless businesses across the globe are keen to utilise for their workforce.”

Elite-level fitness training for everyday athletes Physiology and all-round fitness know-how has grown exponentially over the last decade.

You now don’t have to be a professional athlete to access the kind of expertise that was once reserved for elite and professional athletes. In 2024 more of us will be training like an athlete.

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Brands like Orangetheory Fitness, which has 1500+ studios globally, cite ‘delivering professional level training to members’ as their primary objective. As Orangetheory workouts are steeped in science and tracked using the latest technology, even a beginner feels like a real athlete from their first session.

“Our heart rate-based interval training workouts give each individual the power to feel and train like an athlete, no matter their age, stage or goal,” explains Sean Johnson, Regional Fitness Manager at Orangetheory Fitness. “Thanks to accessible technology and data at our fingertips, our workouts indicate when people should be going all-out in class and when they should pull-back, optimising the training session and helping them achieve personal bests in class, just like an athlete. People’s HR data, which determines their ‘Zones’, are displayed on a screen in view – this guides them throughout the workout and lets them know what level of effort to put in and when. Just like an athlete, we also want to minimise injuries and come back stronger and fitter the next day; this method encourages smart and goal-centric training”.

Sport science-based testing is also accessible to the everyday exerciser with brands like HAWQ setting the new standard in personalised and measurable health and fitness metrics.

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Trends for 2024 “We strongly believe this level of detail is the future of wellness for everyone, not just the elite,” says Livvy Probert, Co-Founder and Head of Science at HAWQ. “Using the latest tech including VO2 Max testing, blood glucose measures, cognition assessments, etc. we then conduct health and wellbeing assessments in five key pillars of body, nutrition, sleep, movement and mind. This gives individuals their overall holistic health ‘score’ which informs our tailored health programmes, that we help users commit to over a sustainable time to better their overall health scores and instil new and better habits not just for a season, but for life.”

Palm cooling - better than steroids?

The benefits of ice baths and Cryotherapy are widely understood, but did you know that cooling your palms during exercise can actually have an even more powerful effect?

Palm cooling reduces fatigue, enabling exercisers to increase the total number of reps completed each session and achieve a significantly greater overall workload. Stanford University research indicates that it could even be “better than steroids” for performance. A peer-reviewed study in the Journal of Strength and Conditioning recorded a 40%

Mind matters Mental wellness has become so important to overall health that in 2024 we’ll see it surpass fitness as the number one reason people exercise.

This shift in fundamental goals is also changing the traditional gym landscape with some forwardthinking operators and boutiques designing their facilities around the mind, rather than the body.

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PHOTO: CET

Palm cooling has been proven to reduce fatigue 24 ISSUE 1 2023

increase in bench press work volume in 3 weeks and a 144% increase in pull-up volume over six weeks when experienced subjects used palm cooling strategies.

CET has supplied cold therapy solutions to elite sports teams such as AC Milan, Bayern Munich, Manchester United, Arsenal FC, Brooklyn Nets and Toronto Blue Jays and has created a palm-cooling device, the CoreTx GO which is the next frontier in elite and beginner athletic performance.

Director of CET, Colin Edgar, explains: “The device works by cooling circulating blood through glabrous skin in the palms, returning it back to the body to subsequently cool it. Across a range of different exercises, palm cooling for just 2 minutes between sets has drastically enhanced repetitions performed, increased time to fatigue and overall workload from highly experienced to beginner gym goers.”

PHOTO: MOREYOGA

PHOTO: MOREYOGA

London-based studio chain, MoreYoga, offers ‘affordable yoga’ for busy lives

that 68% of Gen Z reported they’re more likely to Case in point, the newest opening from affordable work out in places with good energy and nearly half London yoga chain, MoreYoga. Following the (48%) seeing the grit and grind of exercise a turn-off. monumental demand for mental health resources Given their appetite for connection and from customers during and after the pandemic, community, it’s no surprise Gen Z are particularly the brand unveiled its newly revamped MoreMind drawn to the supportive environment of the studio. studio in Old Street. Committed to bringing a The Les Mills research found that of those who whole new catalogue of mental health and are working out regularly, 64% strongly agree mindfulness to Londoners with regular that they like to choose different workouts, as mindfulness, meditation, breathwork well as discover new ones to keep them happy. and mental health focused sessions.

Meanwhile, 72% of regular exercisers maintain “This isn’t a fad,” says Shamir Sidhu, founder of MoreYoga, adding: “The nonexercise as a non-negotiable part of their day. stop nature of our lives now is creating a As Clive Ormerod, CEO of Les Mills, attests: demand for calm spaces where people “Gen Z are increasingly seeking out more can just slow down and simply be. holistic workouts, which incorporate “We plan on rolling out MoreMind physical and mental benefits in one studios across London and beyond session, which is why we’re also to champion the importance of seeing an increase in demand for a good mental health in the battle mixture of new hybrid workouts. for the better emotional, physical “It’s not a surprise to see and mental health of our nation.” strength-based workouts favoured This shift is especially amongst this group too, especially important to the newest and as more people look to fitness as biggest generation to enter the a route to empowerment, selfwellness market, Gen Z. A study accomplishment and confidence; conducted by global group all of which have a very positive Shamir Sidhu exercise brand Les Mills found effect on mental health”.

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Trends for 2024 LONGEVITY

PHOTO: TEN HEALTH & FITNESS

Low-impact exercise formats are gaining traction

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PHOTO: NICE WORK

The real super-power of exercise is that, if you choose the right modality, you can age better, free from the aches and pains associated with getting older, and keep debilitating health conditions at bay.

The concept of prehab – exercising to protect the body from injury – is not new, but in 2024 we will see exercise mentality evolve further to support the idea that the right forms of exercise are the key to longevity. The mantra of ‘go hard or go home’ is out, and modalities that champion consistent, targeted and low-impact holistic exercise, such as reformer Pilates, are in.

Leading boutique studio brand Ten Health & Fitness, which has 11 studios across the capital, was one of the earliest adopters of this ‘Circle of Care’ approach to holistic health in the early 2000s and still thrives today. “We are seeing this trend investing in the quality of their lives not just today but for their future,” says Joanne Mathews, Founder of Ten Health & Fitness. “Our focus on quality of movement, technique and alignment promotes greater longevity not just on the reformer but in every area of life. Ten’s approach has always championed an immersive fitness experience, leaving customers feeling energised rather than exhausted and therefore bettering their overall quality of living now and for the future.”

People are heading outdoors for their training

Eco exercise Forest bathing, sea lane swimming pools and pop-up saunas by the sea are just a few of the innovations we’ve seen throughout 2023.

As published in the Journal for Extreme Physiology & Medicine indicates, natural environments may provide some of the best all-round health benefits by increasing physical activity levels with lower levels of perceived exertion, altering physiological functioning including stress reduction, restoring mental fatigue, and improving mood and self-esteem and perceived health.

With these results, it’s no surprise that brands such as running race organisers, Nice Work, are seeing an increase in demand for events across the country. Managing over 250 races nationwide, Nice Work has taken the decision to focus on its scenic and forest routes, reducing city-based events.

“Our scenic approach to running allows individuals to disconnect and embrace mother nature with open arms,” says Rachael Wood, Managing Director of Nice Work. “Exploring how mental wellness can be amplified when immersed in nature, runners taking part in these series receive a healthy dose of ecotherapy to escape from the stress of modernday life, surrounded by like-minded running enthusiasts who share a passion for nature’s beauty.”

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Menopause goes luxe

Back to your roots

From a subject that faced taboo only a few years ago to becoming one of the most talked about trends of the year, the lid has well and truly been lifted on the subject of menopause, as women across the globe embrace and invest in their midlife years.

From specialist fitness offerings to spa days and luxury retreats, women are championing education, awareness and honest dialogue about menopause and brands are answering the call. As a midlife exercise specialist and menopause retreat host, celebrity trainer and founder of the Eastwood Fit app, Monique Eastwood is well-versed in this burgeoning movement. “Through the countless menopause retreats I’ve hosted across the world, to training women at every stage of their hormonal journey through my app, what is clear is that no matter their age – women want to arm themselves with the right resources, proven research and wellness tools to support their constantly evolving hormonal lifespan. As a 56-year-old who has been through it all myself, it’s something I’m pleased is finally becoming mainstay in the health, fitness and wellness market.”

2023 was another big year for fitness tech, with a plethora of new apps launching. But with every action there is an ‘opposite’ reaction: many now find the ever-evolving techsphere daunting, and are returning to traditional fitness and training.

Mavericks Life Co. provides a refreshing antidote with The Mavericks Way: inviting individuals to embrace their roots and reconnect with the essence of being human in a natural world, to discover a more sustainable approach to training.

“People are looking for an opportunity to tune into their bodies and explore the outdoors, appreciating the natural simplicity of training instead of wearable tech and fitness machines.

Mavericks teaches a natural way of tuning into your body to improve strength, flexibility, mobility and balance, and to learn how to hone your skills using movement patterns that form the baseline of human movement,” says Jessica Christensen, CEO & founder of Mavericks Life Co.

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Monique Eastwood

PHOTO: MAVERICKS LIFE CO.

PHOTO: EASTWOOD FIT

Natural environments may provide some of the best all-round health benefits

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John Leaver

John Leaver was recently appointed to the board of Alliance Leisure, which specialises in transforming leisure facilities. With 20 years’ experience in the sector, he says one of the biggest changes he has witnessed in the sector are the expectation levels of customers If you’d list the things that the sector does better today, than it did when you first started, what would those be?

In some respects the sector hasn’t changed – leisure centres still provide physical activity opportunities to varying degrees of success. The arrival of low-cost operators shook the sector, but are now an accepted part of the landscape.

For me, consumer expectations have changed most and they are savvier than ever. As a result, we’ve deployed more customer-focussed sales models that prioritise experience and retention.

What’s most satisfying is that more people are active today than 20 years ago, and we’ve played a part in that. And I don’t mean the 15% who have a membership that the sector always talks about – this doesn’t account for those on GP referral programmes, who play 5-a-side football or take the kids to the waterparks we’ve built. There are some ongoing conversations about the ‘language of leisure’. Accepting that we are a physical activity sector rather than just sport and leisure would be a great start, but more work is needed to define who we’re for and what we deliver.

The sector is more customer-focussed and sensitive to the needs of users. In the past, customer engagement was only deemed necessary for planning applications. Today we conduct stakeholder engagement exercises to genuinely understand local needs before drawing up plans.

Social media and survey platforms allow us to gather the views of large user and non-user groups.

Marketing efforts have evolved too. In the past, the fitness industry has had a poor reputation for using body image campaigns to encourage people to exercise. By contrast, TA6 creates emotional campaigns that resonate with very specific groups of society. Industry standards have improved in response to evolving customer expectations and operators strive to exceed those expectations. I applaud CIMSPA’s efforts in professionalising the workforce and the work of Quest and ukactive in enhancing the benchmarks for operators. As a result, the calibre of the workforce we recruit from has never been better.

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PHOTO: ALLIANCE LEISURE

You’ve worked in physical activity for more than 20 years. How has the sector changed during that time?

PHOTO: ALLIANCE LEISURE

Alliance Leisure’s developments range from brand new leisure centre builds and large scale refurbishments to outdoor facilities and sports pitches

Today we conduct stakeholder engagement exercises to genuinely understand local needs before drawing up plans What does Alliance Leisure do what services does it provide?

Alliance Leisure is a leisure development partner working with local authorities across the UK to transform their leisure facilities. We support our clients through every stage from scoping and feasibility, design and product selection to construction and post-completion support.

Our chief executive, Sarah Watts, launched Alliance in 1999 to modernise ageing centres and make them more commercial. Squash court conversions and gym refurbishments kick-started our journey. Today our developments span waterparks, tenpin bowling, indoor adventure climbing, zipwires and more. We talk about the art of the possible when scoping a project.

I liken it to Henry Ford’s quote: “If I asked the people what they wanted they would have said

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faster horses”. Too often our industry builds faster horses – another leisure centre with the standard sports hall, pool, gym and studio offering. At Alliance Leisure, we don’t build faster horses, but constantly challenge the norm.

Over the years we’ve introduced new activities to the sector. We created the UK’s first public sector spa facility at Inside Spa and installed Europe’s tallest sky tower and the UK’s first immersive studio at Salt Ayre Leisure Centre. We’ve installed numerous TAGactive sites, built an eco café and developed the UK’s largest indoor wooden skatepark.

We’ve also received awards for our achievements, including the Design Build Award at the 2018 ukactive active awards and the coveted Supplier of the Year in 2022.

Our support division, known as TA6, provides marketing, people development, insight and ISSUE 1 2023 29

research, strategy and customer engagement services to over 200 leisure facilities every year. We are unique in the sector; no-one else supports local authorities in this way. Next year we celebrate our 25th anniversary. To date, we’ve developed over 240 projects with an investment value of around £350m.

PHOTO: ALLIANCE LEISURE

You are the Marketing & Framework Director and were recently appointed to the Alliance Leisure board. What does your new role entail?

For 17 years I’ve coordinated our marketing strategy while delivering client-facing services, such as sales training within TA6. My new role sees me focus on driving the company forwards. Despite the changes facing the sector – cost-of-living crisis, energy costs, COVID recovery, financial pressures on local authority budgets – there are huge opportunities.

To date, we’ve developed over 240 projects with an investment value of around £350m We have over £500m of projects at various stages of construction or scoping and our research shows there’s another £1bn of projects with other contractors or architects in development. My job is to increase our visibility and credibility so we can continue to build relationships, challenge the norm, offer bespoke solutions and deliver success for our clients.

Alliance Leisure is seeing strong growth. Could you tell us more about that?

Since 2017 we’ve been the delivery partner for the UK Leisure Framework, which has sped up project delivery.

Prior to this, most developments were

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PHOTO: ALLIANCE LEISURE

The company has £500m of projects at various stages of construction or scoping

PHOTO: ALLIANCE LEISURE

Alliance has been the delivery partner for the UK Leisure Framework since 2017

the result of procurement exercises that added weeks, sometimes months to a project. The UKLF can reduce this by as much as six months allowing authorities to act quickly and make efficiencies in the early stages. With construction inflation adding hundreds of thousands of pounds to delayed projects this represents a huge saving for councils. The quality of our delivery, supported by our in-house knowledge and expertise, is key. We are the glue that brings the different partners together - contractor, architect, QS, project manager - to deliver successful projects.

How do you see Alliance growing over the next 3-5 years – what are the future plans for the company?

We’re very much linked to the local authority agenda so replacing ageing stock, increasing collaboration with health partners and maximising central government funding all influence our plans.

We’re always looking for new solutions and revenuegenerating activities for public sector facilities.

We will continue to nurture partnerships that enhance our offering and support clients’ objectives.

We recently worked with Future Studios using their 360 degree screen projection technology to create

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the first immersive fitness space of its kind in Wales.

We also expect increased demand for TA6’s services. The team recently conducted stakeholder engagement for a development that generated 4,000 public responses. Delivering civic pride isn’t possible without true stakeholder engagement.

How do you see emerging technologies – and “going digital” in general – shaping the future of the physical activity sector?

As a sector we’re not known for being early adopters of new technology. For example, you can order most things online with one click, but to join a leisure centre you sometimes still have to go to the venue to complete a paper application form.

Adoption of technology varies hugely across the sector. We’ve been exploring Web3 and have seen operators using cryptocurrency as payment options, NFTs to create membership packages, artificial intelligence to manage customer service enquiries, reward schemes based on blockchain technology, and virtual worlds to showcase services and facilities. We’ve teamed up with Ollie Bell from Roster to guide us in this exploration, which will identify opportunities and educate both our team and the sector in this exciting new space.

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NEWS • PEOPLE • INTERVIEWS & PROFILES • TRENDS & ANALYSIS

WellNation is the only news magazine and online platform dedicated to the health, wellness & physical activity sector. Published monthly and supported by a weekly email newsletter, WellNation will keep you up to date with the latest news, trends and analysis.

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