Weekly Workout - Issue 48

ISSUE 1 May

WEEKLY

Issue 48 - 07 May 2021

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

New report shows impact of Covid-19 pandemic on independent fitness clubs page 3 Wigan Warriors announce Myzone as heart rate monitoring partner

page 4 Coming back stronger post lockdown page 5

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New report shows impact of Covid-19 pandemic on independent fitness clubs ukactive has joined forces with GGFit and 4global to publish a new report measuring the impact of Covid-19 on independent operators in the physical activity sector.

The Independent Fitness Clubs Benchmarking Report is based on a study from July to December 2020, using data from 627 independent clubs, which represent a total of 289,000 members, 3.9 million visits, and revenue of £32m.

The report is designed in response to feedback from ukactive’s Independents Steering Group detailing the needs of independent business owners in terms of representation, standardisation, and benchmarking.

The report, available on the ukactive website, shows membership and participation metrics within the independents sector, as well as comparing these with the wider physical activity sector.

Huw Edwards, CEO of ukactive, said: “We recognise the value that independent fitness operators offer to their members and communities across the UK, providing an essential service for the nation’s physical and mental health.

“We know that independent fitness businesses have been hit hard by the pandemic but with the support of their members they have proven to be agile and adaptable to change, which is clearly demonstrated in this report.

“It is our hope that we can continue to support the growth of independents across the physical activity sector by sharing our insight and data, and working together with our members to drive change.”

The key findings include: n Turnover among independent operators was down by 43 per cent in the second half of 2020 versus 2019. n Net member movement was generally positive for independent clubs, but negative for the wider sector. n Member recovery was significantly better at independent clubs, both in terms of visit throughput and active member percentage. n More data standardisation is needed, even among clubs using the same Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk

Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia. co.uk Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk

Studio manager: Stewart Holt sth@scriptmedia. co.uk

www.workout-uk.co.uk

Huw Edwards

Core expands Nautilus Leverage product line systems.

The report was supported by ukactive members and leisure management providers, including EZfacility, Clubwise and Membr, to provide an aggregated and anonymised view of the impact of the past year, as well as the opportunities ahead for independent operators in the UK. Guy Griffiths, founder of GGFit, added: “We want to demonstrate how independent clubs are performing in relation to similar businesses and the rest of the fitness sector.

“This will help to share best practice, understand business recovery and encourage growth.

“This report shows the significance of the independent gym sector, and that there is an opportunity to support in driving standards, data sharing, and creating actionable insights. However, it is clear these businesses are more resilient and responsive to change.

“Put very simply, they are close to their members and have the ability to be agile in business.”

Utku Toprakseven, partner at 4global, said: “This report represents the first collaborative dive into the independent gyms collective data and is an exciting opportunity to assess the value of the rich diversity delivered across the sector.

“We very much look forward to working with ukactive, GGFit and even more independent operators and system providers in the coming months, with an aim to deepen our collective understanding of the critical impact that independent gyms have to the wider health and physical activity agenda.”

NAUTILUS’ new product, the Leverage Deadlift Shrug, is an ideal solution for those seeking the benefits of the deadlift movement on an assisted machine.

This new product from the renowned Leverage line is a perfect fit for facilities hoping to expand their free weight, functional, or plate loaded areas.

Nautilus’s Leverage Deadlift Shrug is easy to use, safe for the user, and effective.

With a defined path of motion, even the newest of strength training members can feel comfortable beginning their journey.

Gym staff can relax as members utilise the Deadlift Shrug without worries of potential clientele injury.

It is not uncommon to scrape the barbell on the front of the shins, especially when first learning the deadlift exercise.

With the Leverage Deadlift Shrug’s pivoting handle design, the risk to the user is eliminated.

The controlled load keeps the user in control of the exercise; he or she can choose the stress they are hoping to accomplish by increasing or decreasing weight or rep schemes.

Adjusting these factors can allow gym members to perform progressive training to build endurance and strength.

Typical plate loaded machines utilise free weights such as bumper or Olympic plates for resistance while continuing to protect the intended path of motion for the user.

Leverage takes this innovation

one step further. The Leverage line from Nautilus is best in class, complemented by integrated weight storage.

It ensures low load points for safe and simple use, offers unilateral independent movement arms, and mimics the biomechanics of a highend selectorised strength piece while still providing lower frictional resistance during the movement.

Leverage continues to elevate standards of fitness equipment by combining desired elements from high-end selectorised training machines (such as gas shock assisted seat adjustments, adjustments for pre-stretch, and contoured upholstery) with top of the line functionality from well loved plate-loaded pieces.

The Leverage Deadlift Shrug gives users the option to include deadlifting, a highly beneficial movement, into their workouts with ease.

As members continue to utilise the machine, they will see improvements in strength, endurance, and overall functional fitness.

The shrug, mirrored after the deadlift movement, mimics common movements performed by individuals daily.

This functional fitness training will lead members to live healthier, safer lives by teaching proper form for lifting and building full-body strength.

The Leverage Deadlift Shrug is the bridge members crave to test the waters of strength training and trust in themselves.

Scuderia Ferrari stays fit with Technogym TECHNOGYM has renewed its long-term partnership with Scuderia Ferrari.

The company has been supplier of Scuderia Ferrari for more than 20 years, supporting drivers and the entire team in their athletic performance training.

The Italian company has created a bespoke programme for Ferrari that includes the most innovative connected smart fitness equipment, training programmes, services specifically designed for the athletic preparation of the best athletes and teams.

Technogym has supplied a comprehensive range of fitness equipment to the in-house training facility at Fiorano, which has been developed to ensure that the Scuderia Ferrari team train at the highest level through a managed and structured training programme and one corporate training area in Maranello Village,

Ferrari F1 driver Carlos Sainz on the Technogym Skillrow.

with its most innovative solutions for cardiovascular and strength training.

Beside the racing team, the partnership between the two companies also involves the entire Ferrari community: all Ferrari employees can join Technogym’s corporate gym at

Maranello Village training centre while, starting from 2021, Technogym will support also the young drivers of Ferrari Driver Academy, reference point for the drivers of the future, the two brands share the common aim to leave a legacy to the next generations.

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WORKOUT WEEKLY

Wigan Warriors announce Myzone as heart rate monitoring partner MYZONE has announced its partnership with Wigan Warriors as the rugby club’s official heart rate monitor supplier.

In addition to the players using the MZ-Switch for performance tracking, game days and recovery sessions, the club is also running a movement campaign across its community, empowering more people to fall in love with exercise and sport.

“The partnership first came about following a previous conversation with Wigan legend and England Rugby World Cup winning captain Jason Robinson,” said David Stalker, Myzone CEO of EMEA. “With an element of serendipity, Jason introduced us to the Wigan Warriors team and it made sense that we partner together for this special opportunity to really make a difference in both team performance and in the greater community.”

Providing belts for all first team players and all playing squads, the MZ-Switch heart rate monitor and Myzone equipment will gamify players’ training on pre-game days and in recovery sessions.

In addition to the competitive benefits, the Community Foundation is also running a campaign within the community where everyone that reaches the World Health Organization’s guidelines for physical activity – 1,300 MEPs in a month – gets a free heart rate monitor at the end of the campaign.

“Myzone is delighted to be partnering with the most successful British rugby league team in history, to support their players’ performance, and engage the wider Wigan community to increase levels of physical activity,” added Jonathan Monks,

Myzone director of EMEA. The MZ-Switch being used is the world’s first interchangeable heart rate monitor for the gym, outdoors or in water.

Integrated into the club’s Community Foundation projects along with fan engagement initiatives, Myzone’s ethos of making movement more fun for more people will be embraced to encourage physical activity and wellbeing inside and out of the training ground.

Wigan Warriors head of performance, Ian Bentley, said: “We are delighted to incorporate Myzone’s

innovative products into our High-Performance programme.

“As a club, we are always striving for improvements both off and on the field, and this technology will allow us to accurately understand player exertion levels and amend sessions accordingly.

“Our players are a competitive group so have already found the group heart rate display to be a great addition to the first team gym, where they’ve been able to monitor performance in real-time and challenge each other.”

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Coming back stronger post lockdown BUSINESSES are reopening, vaccines are flowing, restrictions are easing, and, best of all, gym members across the UK are able to return to their facilities and enjoy the benefits that physical activity has to offer.

But gym members are not the same people they were 12 months ago.

The British Medical Association Journal* published results collected from 64 studies determining that greater than 50 per cent of healthy adults have decreased their physical activity and increased their sedentary behaviour during the pandemic.

In only the second week of reporting, the University College London Covid-19 Social Study** found that 86 per cent of those surveyed did not leave their home to engage in moderate or high-intensity activity.

At week 52, the study reported that fewer than one in seven people said they were getting ‘very good’ quality sleep and depression and anxiety levels remain as high as they were in Autumn as well as the first lockdown in May. If we hope to overcome this new reality, operators must arm themselves to meet members where they are today, not where they were in March last year.

The first step to ensure a strong comeback is to improve the functionality of members’ workouts.

“Helping them to learn how to move again with a movement pattern training

approach will improve their lifestyle and functionality beyond the four walls of the facility,” said Jill Drummond, global education and programme manager for Freemotion Fitness.

The Freemotion Movement Pattern Training approach first focuses on mastering the six basic movement patterns, building foundational strength to push, pull, lunge, squat, twist, and bend.

“Teaching clients how to move in multiple planes, through multiple ranges of motion, and in multiple directions is crucial,” she added.

“The first priority is to re-establish form, build confidence, and re-activate muscle memory.”

Step two develops a comprehensive path to progression for members, which goes beyond solely increasing load.

Functional strength training should progressively challenge endurance, speed, strength, balance, and stabilisation in order to build a truly fit body.

“Ever since Freemotion introduced the world to cable-based strength training in 1999, it has been at the innovative edge of strength and conditioning,” said Tony Ali, country manager UK for Freemotion.

“The Freemotion Functional Cable Strength line is the ideal tool to meet the needs of gym-goers as they return to movement.

“Every machine provides a starting

point, avenue for progression and advanced training capability to help members rediscover their pre-Covid strength and fitness levels, putting them on the path to even greater results moving forwards.”

Functional Cable Strength training activates prime movers (the muscles that provide the primary force driving an action) and challenges those allimportant stabiliser muscles, which many people have sadly been ignoring while working longer hours, and generally being more sedentary, during the lockdown restrictions.

This form of strength training also allows members to mimic movements of everyday life, as well as make microadjustments to prevent injuries and accommodate current aches and pains.

And, most importantly, it facilitates a personalised approach; not only addressing the new fitness challenges members face, but speaking to the mental wellness hurdles they must overcome.

With many people still experiencing high levels of stress and anxiety and some potentially suffering from Long Covid, operators must support members to pick up where they left off, providing workout options that offer a feeling of success and a lack of intimidation to reduce stress and anxiety.

At the same time, fitness staff should focus on celebrating every win, big

or small, among their clients to drive up their levels of motivation and enthusiasm.

This, in turn, will positively contribute towards their attendance, engagement and retention, helping operators build a stronger community – physically and socially.

“Set a goal of continuous days at the gym or minutes of movement, rather than pounds lifted or intensity achieved,” added Jill.

“If Covid-19 has taught us anything, it’s that our health is precious and fitness and wellbeing are a lifelong pursuit that cannot be taken for granted.”

There’s no question that our world has changed, perhaps forever. As we’ve adjusted to new ways of living and working, our movement has suffered.

Now, our wellbeing must be a priority, and operators must do all they can to understand where members are at today so they can inspire them to be healthier, fitter and stronger tomorrow – one step, or functional strength workout, at a time.

DIGITAL banking app Revolut has laid down its commitment to health and fitness for its 3.6 millions UK customers, partnering with the world’s first fitness marketplace, Hussle.

As Revolut’s selected fitness partner, the deal will see Hussle sit on the app’s rewards programme alongside internationally-recognised brands such as Nike, Morrisons and John Lewis.

Mase Murangi, Revolut’s global lead for growth partnerships and retail Rrewards, said: “Customers value health and fitness more than ever and we have partnered with Hussle to reach as many of our customers as possible across the UK.” Head of commercial partnerships

at Hussle, Lawrence King, added: “Revolut recognises the huge national reach of Hussle, which has gym partner locations in 96 per cent of UK postcodes.

“We will offer Revolut customers easy access to a varied choice of thousands of gyms and fitness facilities in their local area, wherever they may live.

“For operators this agreement adds another big name to the risk-free national marketing partnerships we attract.

“What’s more, Revolut customers are generally aged between 25-34 and are typically younger than most clubs’ core 40-plus audience, so we can guarantee we are introducing a whole new audience of potential

members to our partner facilities, that operators can upsell to full memberships.”

Through partnerships such as this, Hussle offers operators extended marketing reach nationally, as well as access to additional revenue via people who don’t currently engage with traditional memberships; customers requiring multi-venue workouts no single operator can provide, occasional users, who may also exercise outdoors or use digital platforms, and ‘try-before-they-buy’ customers.

On average, 26 per cent of Hussle customers go on to become direct members, and in the last 18 months alone, Hussle has turned more than 30,000 of these into direct

club members, brought 66,000 disengaged ex-members back and 14,000 new customers to gyms.

Hussle’s new Membership Conversion Service proactively encourages users to join clubs they attend regularly.

Revolut has also partnered with boxing legend Anthony Joshua to promote a new, limited edition glowin-the-dark bank card.

Revolut has committed a minimum of £50,000 to the cause, which will see £1 donated to a Boxing England and Scotland Boxing certified gym for every card purchased.

Facilities promoting the card to their customers can also receive a referral fee.

References *Changes in physical activity and sedentary behaviours from before to during the Covid-19 pandemic lockdown: a systematic review. **UCL COVID-19 Social Study.

https://freemotionfitness.com/ strength/?utm_source=Workout&utm_ medium=newsletter&utm_ campaign=strength&utm_ content=content

Revolut signs deal to partner with Hussle

SEPTEMBER

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The Trade Fitness Event of the Year for the North of England, brought to you by Magazine The conference will be at the Bolton Whites Hotel on September the 14th and will be a 1 day show starting at 10.00am and closing at 16.30pm THE MORNING speaker panel will be hosted by Dave Wright, Chairman of My Zone and CFM and he will be joined by industry experts,

THE AFTERNOON’S speaker panel will be hosted by Graeme Hinde Managing Director of LFX and the LFX Academy and he will be joined by industry experts

Tea and Coffee will be served upon arrival and exhibition viewing, mid morning break will be served in the main exhibition area. Lunch will be served to all delegates with a further opportunity to enter the exhibition and networking areas. The final Tea and coffee break will be served in the exhibition and networking room with raffles and prize draws taking place on the stands.

In accordance with government guide lines this will be a ticket only event with a limited number of delegates, tickets must be purchased in advance to secure your attendance at the event, tickets can be purchased via the website or by emailing directly to Tony Barry at tb@scriptmedia.co.uk

Register now as numbers for the conference and exhibition are limited at: www.tomorrowsworkout.co.uk