Weekly Workout - Issue 64

ISSUE 1 May

WEEKLY

Issue 64 - 27 August 2021

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

McDonald’s signs deal with Hussle as part of annual Monopoly game pages 3 Don’t miss out – NFA nominations close this month page 6

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WORKOUT WEEKLY

Inaugural conference and exhibition set to showcase and share latest fitness trends WORKOUT is excited to be launching a new regional conference and exhibition, “Tomorrow’s WorkOut”, which is aimed at showcasing and sharing the latest trends, equipment and innovations across the fitness industry, with the inaugural event being held this September in the North West of England.

Tomorrow’s WorkOut will take place on September 14 at the University of Bolton Stadium.

Registration will start at 8.30am, with teas and coffee being served within a fitness exhibition and networking area that will adhere to all Government guidelines on social distancing.

The conference will comprise of a morning and afternoon panel, both of which will be aimed at providing gym owners and managers with informative and practical advice and ideas that they can take straight back into their clubs.

The morning session will start at 10am and run to approximately 11.20am and will focus on sales and marketing The afternoon session will follow a buffet lunch and further networking and will be focused on predicting consumer behaviour; we will have experts discussing data and behaviour and its importance and relevance for memberships.

The afternoon session will run from 2pm to approximately 3.20pm and then refreshments will be served in the exhibition and networking area before the event closes at 4.30pm.

The morning session will be chaired

by Dave Wright, founder of MyZone and CFM. He will be joined by Sarah Watts from Alliance Leisure, Mike Hind MBE of Mike Hind Fitness and Macro Based Diner, Kate Landers, head of digital marketing at CFM and Jamie Cartwright, owner of Box 12, a former club operator and currently a contender on SAS Who Dares Wins.

The afternoon session will be chaired

by Graeme Hinde, founder of LFX and LFX Academy.

He will be joined by Ian Mullane, owner of Keepme and also a club operator in Liverpool, behavioural scientist Dr Chris Loxley, GM Active chair Andy King and Lynn Wilson, health and fitness manager for Volair Leisure.

Tickets are free and include attendance at the panel discussions, networking and the exhibition, a buffet lunch, parking and refreshments through the day.

Anybody wishing to book tickets should email tb@scriptmedia.co.uk

of Creative Fitness Marketing and the co-owner of the Voyage Fitness brand in Australia.

Not only is he the chair of UKActive’s Supplier Council but his product, Myzone, is enjoyed in more than 8,000 facilities by more than two million people in 84 countries.

A serial entrepreneur, and a Workout columnist for the past 20 years, Dave is a straight-talking Australian based in the UK who has the unique ability of being both a club operator and a supplier.

Having previously launched a multiple site fitness franchise from start-up he has significant commercial experience working with fitness operators.

Jamie is also a qualified PT, former professional footballer and Ironman, whose 20 years’ experience in the industry stems not just from delivering fitness through his own clubs but also more recently through various digital platforms.

Jamie is a seasoned, senior commercial operator with a high level of industry experience and expertise.

His latest move back into club operations as co-founder of BOX12, a boxing for fitness boutique who’s recent transition into the digital space has been recognised as the ‘best online workout’ by an independent study.

You may have also seen Jamie as Recruit #14 on the Channel 4 hit TV show, SAS: Who Dares Wins.

Sarah Watts Sarah Watts has worked in the leisure industry for more than 30 years both in the public and private sector.

She founded Alliance Leisure in 1999, which develops facilities on behalf of leisure operators wanting to improve or expand the leisure services they offer.

APSE and ukactive award winners for its design, build and partnership service, Alliance has completed more than 160 leisure developments and has overseen more than £175m investment in the UK leisure market, from fitness refurbishments to large-scale multiactivity new build developments.

Alliance also supports UK leisure operators with comprehensive sales, marketing and training services delivered through its TA6 brand, with its support available for any leisure operator looking to increase income, develop their staff, and improve the health of their local community.

Sarah is looking forward to sharing her thoughts, tips, and experiences, having worked with many leisure operators who are embracing the opportunity to explore new ways of working postpandemic.

Afternoon session Kate Landers Kate Landers is the advertising accounts manager at Creative Fitness Marketing where she drives the digital marketing for membership drive campaigns at health clubs and spas across the UK. Prior to this she worked for a digital agency in London and Melbourne after six years managing sales and marketing campaigns on-site at more than 30 different health clubs across Australia, NZ, Ireland and the UK. Kate loves working on projects for such diverse clients from owner-operated health clubs, leisure trusts, YMCA’s, Champneys Resorts and Spa Hotels like Jury’s Inn as they all have their unique challenges to get new members through the doors.

She loves the digital marketing landscape as it’s constantly evolving and has created fantastic opportunities for small businesses to compete against the big players.

Dave Wright – chair

MEET THE SPEAKERS Morning session

Dave Wright is the creator and global CEO of Myzone, the CEO and owner

recognised as one of the most respected and renowned coaches in the UK being crowned ‘The Best Personal Trainer in the UK’ by the National Fitness Awards.

His work has been broadcast across the globe and he became a household name when he took on “Dibsy” the 40 stone guy, Mike offered him a FREE life saving year-long programme.

Mike was awarded the “Outstanding Achievement Award” in 2018 by the National Fitness Awards for outstanding contribution within the fitness industry.

His client list includes Premier League and international footballers, European champion boxers, professional bikini athletes and TV stars.

But with this, Mike’s main focus is always on the public…

In 2019 at The National Fitness Awards, Mike and his team won an amazing three awards.

With Mike being crowned ‘UK’s Best Personal Trainer’ for the third consecutive year which is something that has never been done.

Mike’s client Dibsy walked away winning the ‘Member Achievement’ Award and Mike’s meal prep company winning the ‘Innovation in Fitness and Nutrition’ Award.

In 2020 Mike was recognised in the Queens Birthday honours and was awarded an MBE for his services to his community.

Jamie Cartwright

Mike Hind MBE

Jamie Cartwright is the co-owner of Hatton Boxing and co-founder of BOX12.

Mike has been training people for over 12 years, in that time he has been

Graeme Hinde – chair Graeme is a respected industry figure who has worked at leadership level in both the public and private sectors.

He was a member of the board of directors at the Fitness Industry Association from 2007 until 2014 and has been responsible for the launch and operation of over 20 health and fitness clubs.

In 2007 Graeme founded the LFX network which enabled UK health and fitness operators to meet on a regular basis.

The network attracts managers and fitness professionals from across the UK and Europe and during the pandemic maintained its presence online.

In 2021 with the support of Matrix Fitness, Graeme created the MH1 mental wellbeing movement for fitness professionals.

Graeme also runs Unstoppable Coaching, working with individuals and teams to improve personal and business performance.

WORKOUT WEEKLY managers, in 2007 Ian founded Vanda.fit – Singapore’s first boutique boxing club – and alongside this, in 2008, the social media analytics platform Locowise.

A respected thought leader, white paper author, regular industry event speaker and member of the ukactive Digital Futures Council, Ian has a singular ability to first understand the challenges faced by our sector, then demystify the ways in which technology can help neutralise them.

Ian Mullane When it comes to technology and its increasingly pivotal role in the fitness sector, there are few speakers more thought-provoking than AI expert and self-professed geek Ian Mullane.

As the founder and CEO of AIpowered sales and retention platform Keepme, Ian has brought together the diverse expertise of his career to date – including 12 years as an operator – in a ground-breaking business that boosts revenues for gym operators across the globe, harnessing the power of artificial intelligence to drive optimisation and transform the way they interact with customers and prospects.

Diving into a little more detail, having spent 15 years working on fintech solutions for some of the world’s largest hedge funds and investment

Peter Cleaver

Andy King Andy King is the chair of GM Active, a CIC made up of the 12 leisure operators across Greater Manchester, that was formed to understand how leisure could link better with health.

He is also the CEO of ‘Your Trust’ (formerly Link4Life) a Cultural and Leisure charity that serves the GM borough of Rochdale operating leisure centres, theatres, a museum art gallery and various community development

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services.

Andy has previously been a director with Serco Leisure and has been CEO of two other leisure Trusts and the northern Regional Director for GLL. He was also Virgin Active’s first ever general manager in the nineties.

His early career was as a professional drummer and he is learning to play the guitar so he can try and relive his youth.

Peter has worked in the leisure industry for more than 30 years.

On leaving the Army he had no Idea of what job he wanted to do.

He knew that he liked sport but never considered it being a career.

30 years on Peter shares some of those challenges.

Working part time in Security he transitioned over to the leisure industry initially via work experience, volunteer work and networking.

Peter will go over the benefits of NVQ and apprenticeships from a career in sports view, along with some personal tips for employers and employees.

Lynn Wilson Lynn Wilson is health and fitness manager for Volair Leisure, based in the North West.

She is an accomplished manager with a strong background in training, group exercise, gym, community projects and children’s fitness.

A qualified tutor and assessor, Lynn comes with vast experience in delivering fun, engaging, and impactful training sessions in a variety of fitness disciplines within the industry and school settings.

A career history spanning 20 years working in regional, national, and international operations across the fitness sector within various public and private companies.

Lynn is passionate about the learning experience and journey of her team, members and students, ensuring there is a transfer of learning and that it is applicable in every day working life.

In partnership with

Friday 26th November 2021, The Athena,Leicester NOMINATIONS WILL REMAIN OPEN THROUGHOUT THE YEAR CLOSING ON AUGUST 31 2021.

WWW.NATIONALFITNESSAWARDS.CO.UK

SPONSORSHIP PACKAGES ARE AVAILABLE Call 01226 734605 or email tb@scriptmedia.co.uk for details

WORKOUT WEEKLY

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McDonald’s signs deal with Hussle as part of annual Monopoly game

Refurb is completed at Crystal Leisure Centre THE 25-metre swimming pool at the Crystal Leisure Centre has re-opened to swimmers following a refurb by Alliance Leisure.

The upgrade works at Crystal Leisure Centre have included a complete tile repair, re-grout and clean of both the 25-metre pool and the leisure pool, as well as the addition of several interactive water features and a DJ booth to compliment the leisure pool, where the slides have also been relined and painted.

The changing facilities have been completely remodelled to create a spacious changing village perfect for families.

The works at Crystal Leisure Centre are part of a wider £31million leisure regeneration programme procured through the UK Leisure Framework, developed and managed

by Denbighshire Leisure Ltd, which has seen Alliance Leisure work with construction partner Speller Metcalfe to deliver the project.

Julia Goddard, senior development manager at Alliance Leisure, added: “It’s fantastic to see the difference this investment has made at the Crystal Leisure Centre.

“By committing investment in leisure, Dudley Council is creating active environments for residents to 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

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enjoy for many years to come and we are delighted to have been involved in such a transformational project.”

Residents in Halesowen are also to benefit from the Council’s investment, with an £8.8million remodelling project well underway at the Halesowen Leisure Centre.

The fitness suite has been expanded and a wellness suite added to extend the appeal to a wider segment of the community, plus the adventure play area, café and main entrance will all enjoy a revamp. In the pool area a new changing village will enhance the experience for learners through to advanced swimmers.

In Dudley, construction of the new, £18.1 million Duncan Edwards Leisure Centre is also underway, with the centre due to handover in November and open in January 2022.

Benefiting from excellent public transport links via the forthcoming adjacent Metro stop and the nearby bus Interchange, the new leisure centre will include a 25-metre, eightlane swimming pool and a teaching pool with spectator provision.

There will be a four-court sports hall suitable for indoor football, badminton and more, plus a sauna, 100-station gym and fitness suite, two group exercise studios and an immersive cycle studio.

MCDONALD’S, the UK’s largest fast-food retailer, is collaborating with Hussle to offer a fitness-based prize as part its MONOPOLY promotion at this summer.

This is the first time a gym offering has been included in the popular annual giveaway, played by more than seven million people annually.

The deal will give McDonald’s customers the chance to win access to any of Hussle’s 2,000 plus partner health clubs and leisure centres.

Winners will be given a code to enter into Hussle’s website, where they can then select the most suitable club for them from a nationwide selection.

As part of a competitive tender process, Hussle was selected rather than a single chain as the gym partner of choice, which means thousands of operators will now benefit from this exposure.

For operators working with Hussle, this new partnership offers the opportunity to attract new users at no extra cost, create a good impression and ultimately, win new members.

“This is unprecedented exposure for our industry – partnering with such a colossal commercial brand will mean every club on the Hussle platform is showcased to a third of the UK population (more than 3.5 million customers every day) over the six weeks the MONOPOLY promotion at McDonald’s runs in restaurants,” said Jamie Owens, director of fitness partnerships at Hussle.

“And with our new Membership Conversion Service (MCS), which actively encourages customers to join clubs they visit, we are opening up a whole new joiner channel in a notoriously tricky age group, as the Monopoly audience is predominantly 16-24 year olds.”

The giveaway, launched in 2005, works along similar rules to the classic Monopoly board game.

Customers collect game pieces – which appear as stickers on food and drinks packaging – and each piece represents a tile on the board. When customers collect a set, they win a prize.

Jamie Owens There are also instant win game pieces, which can be redeemed straight away, and Online Win game pieces, which encourage customers to engage with an Online Win microsite to win more prizes, including the Hussle prizes.

“Post pandemic, with the country more focused on health than ever, now is the ideal time to get in front of the 85% of the population who never use our facilities,” added Jamie.

“I can think of no better way than collaborating with The MONOPOLY promotion at McDonald’s, arguably the UK’s biggest brand engagement platform.

“We’re excited to catapult the fitness industry onto this stage.

“The old adage is so true … if we keep doing the same things, marketing fitness to the same people, we’ll always get those same people through our doors.

“If gyms are going to be mainstream, we need to partner with mainstream brands. This campaign is uncharted territory but it’s also an exciting opportunity to directly target new customers.

“This partnership parades fitness in front of seven million people we wouldn’t necessarily get to speak to otherwise.”

CIMSPA partners with YOUR Personal Training YOUR Personal Training has gained its CIMSPA Training Provider Partner status, giving authority and industry recognition to YPT’s CPD and mentoring programme.

YPT’s digital training elements, which include business support, how to market and promote your business, and lead generation strategy, are complimentary to all YPT trainers, supporting the PT’s to have a more sustainable career and PT business.

Aaron McCulloch, managing director, YOUR Personal Training, said: “We are always looking at ways to professionalise the role of the personal trainer, and our CPD educational pathway, alongside our one-to-one mentoring programme, ensures the YPT trainers are the best in the industry.

“This trusted training provider partner status will enable us to continue to

create up-to-date and relevant CIMSPA accredited and recognised courses for our PT’s across the UK, which have ‘real world’ application.”

James Pittam, a successful YPT personal trainer working out of Penrith Leisure Centre, added: “The YPT mentoring programme gave me a really good insight into how to run and maintain my PT business.

“PTs are often great at the ‘workouts’

but not so experienced about the expectations and reality of running their own PT business.

“The training put me in the right frame of mind and gave me business confidence.

“It taught me how to schedule and budget, and even when it’s okay to say no. I also learnt how to approach new clients, how to promote my service and how to turn enquiries into bookings.

“The CPD put me on the right path to success.”

Aaron added: “The PTs feedback to us on what support they need and, using our industry experience and expertise, we create the content in an easily digestible format, enabling our PT’s to put the training into immediate practice, which further supports the success of their coaching and PT businesses.

Book your FREE tickets

SEPTEMBER

2021 Book now for your FREE place sponsored by

The Trade Fitness Event of the Year for the North of England, brought to you by Workout Magazine

BOOK YOUR DELEGATE PLACE NOW Lunch & refreshments included Goody bag & attendance certificate

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

SALES AND MARKETING

PREDICTING CONSUMER BEHAVIOUR

Dave Wright Chair – CEO My Zone Kate Landers – Digital Marketing Director CFM Sarah Watts – CEO Alliance Leisure Jamie Cartwright – founder of box 12 Mike Hind MBE – Owner MAS and Mike Hind Fitness

Grahame Hinde Chair – MD – LFX Academy Lynn Wilson - Volair Leisure Ian Mullane - Owner Keepme and club operator Andy King - Chair of GM Active and CEO at Your Trust, formerly Link4Life Peter Cleaver - The Sports Group

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