Weekly Workout - Issue 39

ISSUE 1 May 2020

WEEKLY

Issue 39 - 05 March 2021

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

£4m redevelopment project under way at Thirsk Leisure Centre page 3 Better to embrace than resist trends page 4 The future of group exercise after lockdown

page 7

Today’s Workout Destination

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Coronavirus rehab training introduced for fitness coaches SERCO Leisure has announced the roll out of the Rebuild™ programme from training provider CAWS®, which aims to inform, educate, and prepare gym teams dealing with customers who have been affected by Covid-19 and are seeking guidance and support.

More than 4m people in the UK are struggling with the effects of Covid-19.

CAWS® Rebuild™ Certified Coaches will be equipped to work with individuals recovering from Covid-19 and LongCovid after the acute phase.

The Rebuild™ course is run virtually using content provided by world-class fitness coaches, athletes and subject matter experts.

There are more than 150 hours of video presentations ready-prepared to support gym teams keen to develop the skills needed to assist people who have lived with Covid-19.

Paul Street, Serco Leisure’s national health and fitness manager, said: “As we approach a potential reopening date for gyms and fitness facilities, it’s vital that our teams are well prepared to deal with the unique challenge presented by the Covid era.

“This Covid-focused programme from CAWS® was something that really stood out as adding value to the local communities we serve.

“We’re currently training many of our Level 3 fitness team members, with some very enthusiastic team members already qualified.

“By April 12, I fully expect us to have teams at the majority of our facilities ready to expertly assist those customers who have experienced Covid-19 at its most direct level.”

More than 70 of Serco Leisure’s Level 3 fitness coaches are completing or have completed the programme, recognised across Europe as the leading education course in Covid-19 rehabilitation for fitness and sports professionals.

When its fitness facilities reopen, Serco Leisure will have teams ready-qualified in some of the areas most affected by the disease, including Birmingham, Bolton and Mansfield.

Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk

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£4m redevelopment project under way at Thirsk Leisure Centre CAWS® started developing the Rebuild™ Programme in May 2020 in direct response to the needs of individuals who were living with Covid-19.

The initiative has been personally funded by co-founders, managing director Mel Spooner and education director Dr Colin Robertson.

Mel said: “We’re delighted to be teaming up with Serco Leisure to offer our Rebuild™ programme.

“As an operator, they’ve seen the necessary expertise this brings to their teams working the gym floor and just as importantly, the added value it brings to their customers who’ll be returning to much-missed facilities having lived with Covid-19.”

Serco Leisure operates more than 40 facilities in the UK, including Bisham Abbey and Stoke Mandeville Stadium, as well as operating three major cycle hire schemes in London, Edinburgh and the West Midlands.

A £4m redevelopment project has begun at Thirsk Leisure Centre thanks to investment by the local council.

Once complete, the centre will boast a gym three times the size of the current facility – which for the first time will be operational 24/7 – a new studio for exercise classes and meetings, as well as a cycling studio.

Outdated plant equipment which forced the centre’s pools to close several times over the last couple of years, will be replaced with greener, more environmentally sustainable equipment.

A new roof will also address much needed repairs and condensation issues.

The gym changing rooms will be updated and the reception seating area will also be refurbished with new signage and wall art to be introduced around the building.

The structure for the gym extension should start to take shape towards the middle of March with the structure for the cycling studio to be erected after that.

Councillor Mark Robson, leader of

Hambleton District Council said: “I’m happy to say we are right on track with this work, despite the heavy snow and rain which has been with us through February.

“I can’t wait to see the new build starting to take shape in the early spring and look forward to the difference it will make to the people of Thirsk and those who travel to use the centre.

“It’s never been more important that we invest in our leisure facilities to support people’s health and wellbeing and I know the top-class leisure facilities this work will result in, will be welcomed warmly by all who use it.”

The development is being delivered

by Alliance Leisure.

Sean Nolan, business development manager at Alliance Leisure, added: “These works will breathe new life into the tired, old building, creating a fit for purpose, sustainable leisure facility that residents will be able to enjoy for many years to come.”

Works are expected to complete in time for an opening date in September.

Leisure-net offers free CPD to support sector Active-net is offering free CPD to the entire sport, fitness and leisure sector for the first time.

The offer meets the industry’s appetite for education and development during the Covid-19 crisis, and even furloughed employees are allowed to take part in the CPD training, in accordance with government guidance.

Mirroring the face-to-face event, this year’s active-net will take place online on March 24 and 25.

The networking event allows buyers and suppliers to meet their chosen delegates and discuss how they can improve and progress their projects.

All active-net buyers and suppliers will have a guaranteed CPD space, but Leisure-net, which operates the networking event, is opening up activenet’s education stream to all those

working in the sector for the first time.

Leisure-net director Dave Monkhouse said: “Despite the challenging times, we know that sport, fitness and leisure professionals are keen to work on their professional development even if they are on furlough.

“By giving free access to some of the sector’s leading experts, we can help people expand their knowledge to prepare for the future development of our sector when we finally gain control of the pandemic.”

Focusing on the future of public sector leisure and sport in a post-pandemic world, the programme includes a keynote panel looking at what the future holds for public sector leisure, health and fitness facilities and how the sector’s services can remain at the heart of both society’s and the government’s response going forward.

The panel of senior sector professionals comprises Tara Dillon, CEO of CIMSPA; Huw Edwards, CEO of ukactive; Kirsty Cummings, CEO of Community Leisure UK; Debbie Kaye, vice-chair of CLOA as well as Kevin Mills, director of capital investment at Sport England.

Other sessions will focus on the Role of the Workforce Post Pandemic, The Digital Community Post Pandemic and The National Leisure Recovery Fund, where Emma Bernstein, capital investment manager at Sport England; Debbie Kaye, vice-chair of CLOA and Utku Toprakseven, partner in sport intelligence at 4global; will discuss the impact of the Government’s £100m funding on the sector’s recovery.

The seminar programme will take place online on March 24 from 9.30am to 11.30am and is worth two CPD points.

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Advertiser’s announcement

Dan Glue, operations director at 3d Leisure, explains how working with Hussle for the past 10 years has brought in additional revenue and membership leads.

Better to embrace than resist trends THE fitness market is always changing and we feel it’s better to embrace new customer trends and make them work for us rather than resist.

Hussle is a zero cost marketing channel, we don’t have to set aside any budget to be involved and it gives us a competitive advantage over other venues in local markets.

The Hussle team assists in setting up each new site and optimises our exposure on their platform, to ensure we get good market share of their clients.

Dan Glue

It is a great channel for new customers, and offers us a different clientele as Hussle works with big-brand marketing and commercial partners that have a reach of millions of customers.

In the past two years our revenue through Hussle has grown by 250 per cent.

An average club takes £6,000 more income through day pass users and we take another £10,000 per annum in Hussle-generated memberships.

Organically, five per cent of all Hussle day and monthly pass users already convert to a club membership so we’re excited to see how the new Membership Conversion Service, which will proactively drive member sales, can boost this further once lockdown restrictions are eased.

Operationally, Hussle is a low maintenance partner that’s easy to work with.

What’s crucial for us is they don’t, and have never, tried to tie us into an exclusive partnership.

Our leverage as an operator is in our ability to work flexibly with whoever we see fit, so exclusivity would have been a very poor strategic decision.

We wanted to maintain control of the relationship and not become dependent on any single third-party marketing channel.

Working in partnership with Hussle ensures us hassle-free income with no upfront marketing costs.

Since the start of the pandemic, the Hussle team has been in regular contact to discuss how they can help us drive more new member sales into the business, providing insight into what’s happening in the market to add to our

own data and pushing our online offer via their customer newsletters.

They have been sensitive to our clubs’ needs as we’ve gone through phases of closure and have adapted their model to provide us with more support in identifying and converting new members, which will be key after this latest lockdown.

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Hussle brings gyms additional revenue via people who don’t currently engage with traditional memberships.

‘Try-before-you-buy’ customers, occasional users and customers requiring multi-venue workout options no single operator can provide.

In the last 18 months Hussle has:

66,000 14,000 30,000 DISENGAGED E X- M E M B E R S BROUGHT BACK

N E W C U STO M E R S ENCOURAGED I N TO GY M S

T R Y- B E F O R E -YO U - B U Y C U STO M E R S C O N V E RT E D I N TO D I R EC T M E M B E R S

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Active IQ supports Spectrum® Wellness for Women to enable female instructors to break new ground A DISTINCT shift towards health and fitness is happening in Saudi Arabia thanks to the Crown Prince and chairman of the Council of Economic and Development Affairs, Mohammad bin Salman bin Abdulaziz Al-Saud, whose Vision 2030 programme includes an ambitious goal to increase public participation in sports and athletic activities.

The support of the new regime has not only encouraged many more women to exercise for their own health: it has also opened up opportunities for Saudi ladies to train as instructors to bring more classes and fitness sessions to local women.

Leading the way to fulfil this opportunity is Tracy Aldereyaane, vice president, Spectrum® Wellness for Women. Seeing a spike in interest among women attending her classes and sessions, Tracy was quick to spot the opportunity to train ladies as instructors to meet the growing demand for ladies-only fitness classes.

“Spectrum Wellness for Women is all about empowering women to engage in fitness and wellness and the recent changes in local legislation saw a surge in demand for our classes,” she said.

“Knowing I couldn’t possibly meet that demand myself, I took the opportunity to train as a trainer to bring more female instructors into our growing market.”

Working with Active IQ Tracy was keen to gain her professional accreditation as a trainer and training centre from Active IQ as its integrity and standards are of the highest quality.

She trained on the Active IQ Professional Career Development programme and gained her accreditation at the start of September 2020 enabling her to train other women to become instructors.

She lost no time in recruiting her first cohort of 20 ladies to study the Active IQ Level 2 Certificate in Group

both her and the new wave of instructors who are qualifying under her guidance and starting their new roles.”

Training train and was delighted to find 18 of them were Saudi women.

“When I first started training here in Saudi Arabia, instructors were mainly ex-pats from the US, South Africa and Britain,” she added.

“Now I’m seeing Saudi women wanting to train both for their own self-esteem and confidence and to be able to engage other ladies in exercise and fitness.

“We are breaking new ground here in Saudi Arabia to train and recruit Saudi women instructors.

“Active IQ’s reputation for first-rate tuition and accreditation has certainly helped gain people’s trust and confidence in our process.”

“It’s been a pleasure to support Tracy who has great vision and is highly engaging in terms of delivering her training sessions,” said Gavin Baxter, business consultant at Active IQ. “We have good local knowledge of fitness and training in Saudi Arabia and are aware of the new opportunities opening up for fitness in general and women’s fitness in particular.

“We are delighted to see the great response Tracy has had to her tutoring and look forward to supporting

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Career plans Fundamental to fulfilling the 2030 health and fitness vision in the Kingdom is for women to gain the necessary skills to build a career in fitness, Tracy believes.

Active IQ has worked closely with her to develop resources that support discussions and explore many options – from teaching in the community to starting their own centres. Some from Tracy’s first cohort are already putting their skills to excellent use.

“Without exception, their confidence has grown and where many were very shy at the start of the process, they are now able to teach a class and go out into the community to share their enthusiasm for fitness,” she said.

“One lady really impressed me by setting up classes for women and their daughters to bring the next generation into fitness. That’s very honourable and wonderful to see.”

Change the woman in the household Tracy firmly believes that women will drive the change to enable the Kingdom to achieve its 2030 fitness vision.

“If you change the woman in the household to lead a healthy lifestyle, this will impact her family and children,” she added.

“This will gradually change the country as women cook better meals, exercise regularly and set the best example. Before too long the whole of society will change.

“We are right on the leading edge of this. Currently we’re the only ones training women as instructors, trainers and assessors but, before long, others will follow our example which is exciting.”

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WORKOUT WEEKLY

The future of group exercise after lockdown

WITH gyms and fitness facilities closed throughout the UK and in many countries worldwide and social distancing rules firmly in place for the coming months or at least until a vaccination has been developed, many are asking what the future holds for gyms and group exercise facilities once lockdown laws are eased.

Before the Covid pandemic struck, one in every seven people in the UK was a member of a gym or group exercise facility1, but how many of these people will return to their normal fitness regimes while Covid-19 still remains a genuine risk?

For many people, the gym is the communal space they miss the most, however with social distancing rules in place some may feel anxious to return and as such the normal group exercise and gym offering will need to be transformed considerably.

F45 Training, the global industry leaders in group exercise training, give their insights on how the future of group exercise may look like after lockdown, and how gyms and studios will need to pivot their pre Covid business models and adapt to this new “norm”

Gyms will continue operating online Prior to lockdown, gyms were sought-after anchor tenants by landlords in commercial complexes, because over the last three-to-five years people have increasingly seen paying for health and fitness to be a necessity rather than a luxury.

Lockdown has compounded this view as people are recalibrating their views on what is important.

We are seeing more gyms turn to online classes via Instagram and Zoom in a bid to help their members stay fit and healthy, as well as maintain a revenue stream.

F45 studios across the world have digitally developed new methods for people to enjoy their infamous 45-minute HIIT workouts, which follow the exact same format that members already know and love.

People are embracing online training out of necessity.

Our members are still as committed to their fitness, however they are moderating their expectations of what they can achieve and regularly express immense gratitude for our online programme, as it something distinctly and clearly positive in a world of uncertainty.

In addition to studio specific daily Instagram Live workouts, F45 has evolved it’s F45 Challenge app to include at-home on demand workouts (with or without equipment), as well as nutrition advice and recipe suggestions, which is available for non-members as well as those signed up to a specific studio worldwide.

They have also developed a range of home fitness equipment kits; The LIIT Kit and LIIT Pro for people to use alongside their favourite F45 workouts to help vary their workouts and enhance results.

Now that businesses are learning to operate from

home and will be worried that nervous gym-goers may not return as soon as lockdown is lifted, gyms are more than likely to keep the online element for good or at least for the foreseeable future, which they can run alongside their studio offering.

Many businesses will also be tempted to forego expensive rent on office space, meaning landlords will be under a huge amount of pressure to secure key tenants such as gyms in their schemes.

Fitness communities will remain united Fitness facilities that have heavily invested in fostering their communities over the years are benefiting right now, and many businesses will find that their members do not want to freeze or cancel their memberships, despite the financial stresses they are experiencing.

Prior to lockdown, people were seeking more than just physical outcomes in the way that they chose their mode of fitness.

They looked for a community where people knew them by their name, where they shared similar goals and values and where they could build their choice of fitness into their lifestyle through participating in social and fitness activities with their fellow members.

Lockdown has made us aware of how much we need each other, and how much fulfilment being part of a tribe gives us.

We have learnt that our members thrive on community, both inside and outside the confines of our studio space, and they still want to be a part of our community.

Gym goers are going to choose somewhere they know and trust; where they see their gym as more than just a business, and gyms will be more responsive and communicative with the needs of their members, both in terms of service delivery and in terms of what makes them feel safe.

We will see a rise in outdoor bootcamps In some parts of the world such as Australia and Hong

Kong, outdoor activities such as bootcamps and non-contact sports where social distancing can be maintained are now permissible.

Some F45 studios in Hong Kong and Australia who are not able to open their studios yet are currently running outdoor bootcamps, which have a maximum of 20 people per session.

To help keep in line with government guidelines and ensure that optimal social distancing measures are in place, the bootcamps will see each person have a 2m x 2m workout area marked out by four cones, and a station marker placed in front of each person’s area.

There will also be a 50cm gap in between each person’s workout area. Members will not move from their workout area for the entire workout, and any equipment used will be their own to avoid contamination.

Increased hygiene measures Before lockdown, gyms all over the world increased the frequency and intensity of cleaning.

F45 studios sent numerous emails out to their members, reassuring them that they were taking the threat of the virus very seriously and outlining the actions that they would be taking.

Many studios cleaned their equipment with the appropriate alcohol wipes, so that members could see that they were practicing what they preached.

In Hong Kong, using hand sanitiser and taking members temperatures was required upon entry, and members were encouraged to use the sanitiser in between sets and in the rest breaks.

In addition, anyone who was coming back from overseas went on a seven-day mandatory suspension; but as the number of cases of the virus across the world increased, they often made the call to suspend people for 14 days.

For the UK, it is difficult to predict what ‘open’ will look like, whenever that will be, however we imagine we will follow in the same footsteps as Hong Kong by increasing hygiene measures dramatically, but this will depend greatly on government guidelines.

We will also start to introduce a new F45 workout solution for members, to ensure no equipment is shared for in-studio workouts and to comply with the strict reopening guidelines.

This programming will use the majority of equipment packs, but members will be assigned to a fixed station for the entire workout to help maintain social distancing guidelines and eliminate person-to-person contact and sharing of equipment.

1. Howell, Maddi. ‘When will gyms re-open in the UK, and when will it be safe to visit them?’. Telegraph. 1st May 2020. https://www.telegraph.co.uk/health-fitness/body/willgyms-re-open-britain-will-safe-visit/

Boost your retention with iFit and the ‘Netflix effect’ THERE’S no doubt about it – Netflix is utterly addictive and a grandmaster of the retention game.

Now, thanks to iFit – the world’s leading on-demand fitness streaming platform, available exclusively on the Freemotion 22 SERIES in commercial facilities – operators can deliver a truly interactive, connected cardio experience, harnessing the ‘Netflix effect’ to supercharge member engagement and ramp up retention.

According to data from market measurement firm, ANTENNA*, Netflix has a staggeringly low churn rate of around three per cent.

In comparison, the average health club has an annual member attrition rate (loss) of 28.6 per cent, according to IHRSA’s Profiles of Success report.** But no longer must these worlds be apart, as iFit has well and truly brought the retention-boosting power of Netflix to fitness...

“You only have to look at the official iFit member page on Facebook, which is constantly being flooded with the personal stories of raving fans, to see that iFit is already addictive to users the

world over who can’t live without it,” said Tony Ali, UK country manager for Freemotion Fitness.

“This amounts to more than 12 million workouts being streamed monthly by people utilising this incredible platform to enhance their fitness levels, wellbeing and lives.”

Without giving too much away (after all, you’ll have to try it for yourself), the iFit experience – much like a Netflix series – has the power to generate a sense of excitement and anticipation; a.k.a. the ‘what’s next?’ feeling. “iFit is the tool the commercial fitness sector has been waiting for,” added

Tony.

“The sense of achievement a member receives from completing an iFit series – and the strong connection they’re able to build with their on-screen trainer through the unique, storytelling style of coaching – subsequently motivates them to perform other series.

“This is a pattern which keeps on repeating, essentially providing operators with the magnetic pulling power of Netflix that they won’t find anywhere else.”

To learn more about the revolutionary iFit-powered 22 SERIES, visit: www. freemotionfitness.com * Antenna data as shared by Axios: https://www.axios.com/netflixsubscriptions-staying-power-disneyhulu-e61c7eb0-16ab-4617-9a4481a0da659403.html ** IHRSA Profiles of Success: https:// www.ihrsa.org/publications/ihrsa-2018profiles-of-success/ https://freemotionfitness.com/22series/?utm_source=Workout&utm_ medium=periodical&utm_campaign=22_ series&utm_content=content

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WORKOUT WEEKLY

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Advertiser’s announcement

PLM Fitness launches Technogym Live and OnDemand as key part of engagement strategy PLM Fitness in Clitheroe is the only 24/7 health club in the area, and when owner Phil Moss opens his second facility, he will become the only independent multisite facility owner in the Ribble Valley.

When lockdown closed the facility, Phil knew he would need to keep members engaged and motivated.

He explains why he invested in Technogym Live and On-Demand – and how he’ll continue to use it once members are back in the gym.

“I’ve been in the industry 20 years, and people need education and accountability now more than ever,” said Phil.

“As an independent facility, we need to stand out.

“We do this by offering a highly personal service with plenty of guidance to keep members on track.”

Education, encouragement, and inspiration PLM Fitness has over 50 stations of Technogym equipment and a thriving membership.

But when lockdown hit, Phil knew he would need to take the gym community into people’s homes with engaging content and plenty of motivation.

“People are missing the gym,” he said.

“Without that motivation, the onus is on them to keep fit – and many people are struggling.

“I knew a digital solution would be key to reaching people and delivering quality content they actually want to engage with.”

The perfect time for Live and On-Demand He turned to his equipment partners Technogym for a cutting-edge solution that would keep members interested through lockdown, and work hard for the business in a post-Covid world.

“I could see people’s habits were changing,” he added.

members free content and trial classes,” Phil added.

“Feedback has been so positive, people love the range and variety of content and enjoy staying connected through the community side of the app.

“The classes are perfect for home workouts – my members don’t need much space or any equipment, and the variety of instructors keeps them interested.

“The quality of the content is worldclass.”

Bringing people back into the gym As a facility owner, every digital decision for PLM has the end goal of bringing people back to the gym.

“I really believe members get the most out of their fitness journey when they engage with other people in a fitness setting,” he said. “Mywellness and particularly Live and On-Demand gives us a powerful way to promote the benefits of our business and our facility.”

“As a gym owner, my passion is helping them stay fit, healthy, and emotionally well during such a difficult time.

“It’s in their interests and mine keep them engaged whilst the facility is shut.”

In keeping with PLM’s ethos, Phil’s streaming offer needed to be packed with value, education, support, and guidance.

“It was the perfect time to invest in Live and On-Demand,” said Phil.

“We’ve promoted Technogym’s state of the art equipment and the Mywellness app for many years.

“Our members already know and trust Technogym.

“Offering the Live and On-Demand was the ideal solution and addition for our lockdown challenges.”

A digital solution for lockdown and beyond Phil is using Technogym Stream in two ways: giving members training content and coaching guidance through lockdown, and incorporating Live and On-Demand into future customer offers when lockdown eases.

“Technogym makes it very easy to personalise Live and On-Demand with our own branding and communications, but it is already packed full of top quality content to give members variety.”

After lockdown, PLM will offer Live and On-Demand as an optional part of a gym membership.

Phil also plans to roll out an ondemand offer, to widen the PLM brand’s reach nationwide.

“We started by offering existing

Increasing the brand reach After lockdown is over, Phil intends to incorporate Live and On-Demand content into PLM membership, and use the app to attract a wider online market from beyond the local area.

“Mywellness will help us increase awareness of our brand,” he concluded.

“It’s a great platform, very easy to use, with lots of ready-made content which takes the pressure off in-house content creation.

“I can see huge opportunities for using Live and On-Demand in our business, it gives us the potential for a larger income, a sustainable second business stream, and access to unlimited markets.

“My goal is to get the PLM ethos and top-quality content out to a larger audience, and with digital removes the barriers.”

LIVE & ON-DEMAND CLASSES ALWAYS WITH YOU

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14-15 SEPTEMBER

2021

THE FITNESS EVENT OF THE YEAR Visit Tomorrow’s Workout 2021 at Bolton’s Macron Stadium and you could find all that you need in one place - in one day • Over 50 key exhibitors with the latest equipment and services • 8 great seminars packed with ideas for your business • New products to improve your spend per member

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