Workout Weekly - Issue 9

ISSUE 1 I May 2020

WEEKLY

Issue 9

3 July 2020

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

Group set to expand its fitness franchise operations page 2 in Ireland Post-lockdown opportunities and page 4 challenges Health club operator reveals reopening plans

page 6

WORKOUT WEEKLY

2

Group set to expand its fitness franchise operations in Ireland

Pulseroll’s range of products go from strength to strength PULSEROLL was launched by founder Paul McCabe four years ago from his kitchen table.

Since then the brand has gone from strength to strength and is now the UK leader in the next generation of fitness training recovery and wellbeing products while utilising the benefits of vibration technology.

The benefits of vibration can help with increased circulation, improved mobility, reduced delayed onset muscle soreness and myofascial release.

The products are now scientifically proven to help increase recovery by 22 per cent ( this is due to be published in a medical journal) and range of motion (ROM) by 14 per cent.

This gives the brand the credibility to stand out from its competitors.

The credibility of the product is built through its partnerships with GB Boxing, Loughborough Sports, British Weightlifting and British Fencing.

The product range consists of five products – two sizes of foam rollers, peanut ball, single ball that all vibrate, have built in rechargeable batteries (up to four hours) and a handy remote control to change intensity levels.

Due to this the vibrations products are far easier to use, much more effective,give faster results and are less painful to use than non-vibrating products.

The massage gun comes with quiet noise technology and has a four-hour rechargeable battery and case.

The Pulseroll products are currently Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia.co.uk

Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk

Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia.co.uk

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

www.workout-uk.co.uk

been used by sports professionals such as heavyweight boxing champion Anthony Joshua, golf star Justin Rose, Manchester City FC and many Olympic athletes.

The Pulseroll teacher training course enables gyms and personal trainers to understand how to use the products on a one-to-one basis or in a classroom environment.

It’s a great addition to use as part of a warm up or cool down with clients.

David Lloyd clubs now stock Pulseroll products and there is an affiliate scheme available to personal trainers and gym owners.

THE energie Fitness Group has announced plans to invest in its Irish territory and double the size of its Irish franchise operation in just under three years.

During these unprecedented times, energie Group has been working hard to ensure that all of the clubs in the Ireland and UK re-open safely with a focus on its franchisees and member support.

Full details of the gyms’ plans have been outlined to ensure the safety of their members and staff.

The measures include: n Contactless entry. Entering an energie gym is through the contactless key fob so no need to interact with other people to gain access – although staff are on hand to help when needed. n Limiting the number of members permitted into the gym at one time.

Members will have to book a one-hour time slot through the website or app, which will control and limit the amount of time people spend in the gym on their visit. n Class sizes are reduced in numbers but the number of classes available has increased. To allow more space to exercise, energie Fitness has reduced the number of people in one class to provide a safer environment to work out.

However, the club has put more classes on its weekly timetable. Members can book online or through the app. n Signage. There is clear signage throughout the club to offer advice, guidance and remind members to respect others at all times, and follow social distancing. n Two-metre spacing of equipment. All equipment will sit two metres from each other to allow members to comfortably exercise without feeling too close to another member. n Hand sanitiser stations. At entrances and around the gym, members and staff are encouraged to alcohol gel hand santisers regularly. n Changing room facilities. The showers will not be in use to start, but members are able to change and use the lockers provided. n Contactless vending. Even the vending machines for water and energy drinks use contactless payment and don’t accept cash.

The cleaning and maintenance of the energie Fitness clubs are an absolute

Neil King priority – during the open periods and when closed. Each night, all areas of the gym and equipment will be deep cleaned, and every surface treated with antibacterial solutions. The rota of housekeeping and hygiene has increased significantly across all energie Fitness gyms.

Neil King CEO of the energie Group stated: “The Irish Government gave a massive boost of confidence to the Irish fitness industry by bringing forward the date for gym re-openings to June 29. “energie Fitness clubs across Ireland have been preparing for this announcement for many weeks and have already put social distancing in place. With the support infrastructure of energie’s head office and the reopening of our gyms, we will give our Ireland clubs the strongest start possible.

“Our future investment in Ireland is an exciting announcement for the energie Group and I’m delighted to have the full support of our Irish franchisees.

“Working more directly with our franchisees in our Ireland and our UK team will allow us to provide a more comprehensive service to the franchisees and their members.” energie Fitness clubs have already seen an increase in the number of people joining online.

Gympass completes offering by adding PT GYMPASS is expanding its UK offering to include personal training for the first time following a successful launch earlier this year in Brazil and the USA. Clients will now be able to access up to eight online personal training sessions a month as part of their membership.

The inclusion of personal training completes the swift and comprehensive pivot to deliver digital services enabling members to stay active while gyms and studios remain closed or are forced to limit their usual level of service.

The new offering will support personal trainers who have been forced to move their businesses online in light of the

Covid-19 pandemic.

“When coronavirus forced the lockdown of gyms around the country, as a company we had to pivot in order to operate effectively,” said Eamon Lloyd, senior director – head of partnerships for UK&IE at Gympass.

“We looked closely at our consumer base to understand how we could best support them, and through the provision of PT, we have provided a practical solution to meet their everchanging needs.

“We have partnered with some fantastic personal trainers and, based on the successful trial overseas, we expect

the demand to be high.

“PT can be unaffordable for some, but we can provide access to a level of support and education that many would otherwise not have been available.

“One-to-one training is also a great way to find motivation and encouragement for those who might otherwise be worried about joining a group class or going to a gym.”

Personal training is included in standard memberships. Members need to sign in on the App or head online and then search by personal training, their availability and their range of different services and specialist areas.

4

WORKOUT WEEKLY

Post-lockdown opportunities and challenges

By Stuart Stokes SO MANY online exercise resources have been created during lockdown.

Practically overnight countless organisations began offering a digital service.

Some have gone so far as to suggest coronavirus has actually catapulted the fitness industry’s digital development forwards by five years.

As we approach re-opening, naturally questions are arising around how this online provision should continue and whether digital alternatives will still get engagement once facilities are finally operating again.

For operators providing lifestyle services such as exercise on referral , diabetes prevention or cancer/cardiac rehab, often taken up by groups labelled as ‘vulnerable’ and ‘at risk’ in coronavirus terms, digital will be the only way forwards for the foreseeable future.

Re-opening for vulnerable groups is going to be a real challenge. Even as shielding measures are eased, many will be scared and reticent to return.

The world may have paused but allcause mortality continues to happen, irrespective of a global pandemic.

For many, doing nothing remains a greater health risk than doing something and we can’t lose sight of all the other risk factors for disease that are still out there.

These vulnerable groups still need help making behaviour change and developing physical activity habits to get healthier, despite opportunities to go to

a leisure centre being curtailed.

Digital provision will be a lifeline for those who wish to, or must, remain at home.

Online is our opportunity to service their needs and, what’s more, even increase engagement in lifestyle services, both now and in the future.

Spanish chain GO fit’s Steve Ward said this week that ‘going digital could help us serve 100 per cent of the population … it’s a critical part of expanding our

capabilities.’ I couldn’t agree more.

Never before have people been more conscious of their health and that of those around them.

Being healthy is a driving force in a new way and the renewal of what we do as a sector will be led by this.

Encouraging people to become healthier is where we can play a part.

To me that offers a massive opportunity.

If when operators turn the lights back

on they just work with people they always used to then, yes, there are going to be tough times.

But if the offer is different, if it focuses on health improvement and embraces a digital element for those as yet unable to return, then I think there’s a huge opportunity and there’s going to be a massive change. The industry is ready to do this. n Stuart Stokes is the managing director of ReferAll.

WORKOUT WEEKLY

6

Health club operator reveals reopening plans

TOTAL Fitness has released new video footage showcasing its newly redesigned, socially distant gym layouts, as it awaits updates from the Government to indicate when gyms may be able to reopen to the public.

The mid-market health chain has released video content and imagery showcasing the first of its 17 health clubs across the north of England and Wales to undergo a redesign in order to comply with strict social distancing regulations.

The footage offers a tour of its Altrincham-based health club, from the reception areas and changing rooms, through to the gym floor, class facilities and pool side areas.

As seen in the video, the gym has been newly laid out to ensure all workout spaces are a safe distance away from one another, with increased distance between equipment and floor markings to indicate the perimeters.

Total Fitness gyms are already amongst the UK’s most well-equipped clubs to support social distancing due their sizes - averaging 73,000 sq ft – which means

that if each member were apportioned 3m², the gyms wouldn’t even reach 40 per cent capacity during peak hours.

The footage demonstrates a range of training scenarios, illustrating how the facilities and gym equipment can be operated safely, whether exercising solo, with a personal trainer, or in socially distanced groups.

The content also depicts newly installed health and safety signage and readily accessible sanitisation products, as well as card-only payments across the club’s reception and cafe, to reduce contact.

Those looking to take advantage of the facilities will also be met with a more streamlined online booking system to enable members to book a range of facilities including individual workout spaces such as Total Fitness’ new One Zone areas, classes at 50 per cent capacity and slots to use the pools.

Total Fitness will be implementing the new infrastructure across all 17 of its health clubs over the coming weeks and plans to reopen its doors to the public

as soon as the Government repeals its enforcement of public gym closures.

Sophie Lawler, CEO of Total Fitness, said: “Since the closure of our clubs in late March the fitness industry came together – very much in the spirit of the sector – to start building our co-created safe operating guidelines in readiness for re-opening.

“Facilitated by our industry representative body – UK Active – we’ve worked closely with medical experts and governmental representatives to build a unilateral approach to safe operations.

“The health club industry is highly professionalised and had always been at the forefront of the fight against preventable disease in the UK. “It’s more important than ever that this valuable sector is again able to serve its members and this is our number one priority.

“This is why we’ve been working hard in the background to plan a confident, safe and assured reopening with: contactless entry and exit; super-scale facilities in which our members can

maintain social distance well, and; bookable services (gym floor, studio and poolside) to help members who would like surety around their visit and to also help us manage capacity and foot flow around our clubs preventing congestion in common areas.

“Importantly, our club teams will be on hand to support our members and also maintain rigorous cleaning regimes.

“We’re also blessed with great members who are as invested as we are in keeping our clubs safe and open – we know they’ll support us too in maintaining our safe operating guidelines.”

The chain of health clubs has been on the front foot throughout the coronavirus lockdown.

Not only has Sophie been an active voice in conversations regarding the impact of the virus on the fitness sector, but the club was also amongst the first of the UK’s fitness organisations to develop and release an extensive policy for the safeguarding of customers and staff at its clubs, once lockdown is eased.

Physiological use in the health and fitness industry PHYSIOLOGICAL application is concerned with the systems in the body which play a role in the reception and transmission of signals that provide your functionality.

This is not a preference expressed by the mind; it’s the way you are made.

It does manifest itself in how you do like to function – because you are more adept at doing it.

According to Tony Lewis, director of the sports science company sportsbehaviour, you’ll be either a finesse, speed, strength or power athlete.

By understanding which type your customer is, you can provide a better service. n ‘Finesse’ athletes like complexity of co-ordination, endurance and rhythm.

It would generally be true that they

Tony Lewis

prefer repeat and longer activities/ distances and training sets in which to deploy their technical ability, rhythm and balance.

Short events and thrashing about won’t be much fun but speed and strength need to be part of the programme, particularly as they may

find it hard to build muscle. n ‘Speed’ athletes like agility, reaction and velocity.

They like medium distance activities and broken training sets with short rest so that they can perform fast all the way through.

They will demonstrate efficiency and good technical ability but are likely to need to work on explosiveness and muscle strength. n ‘Strength’ athletes like the intensity of it all and the build to maximum.

They have the ability to build muscle and to blast their way through training sets and competition events.

They will have some holes in their technique which will be hidden by their strength.

These may be small but, if corrected, will help them perform better.

n ‘Power’ athletes likes fast tempos, explosiveness and acceleration.

Short events and short training sets with ample rest help them go all out.

Their power partly offsets any deficiency in stamina and technique but these would be areas to work on when training and be mindful of in competition. sportsbehaviour provide personalised sports science reports to help coaches, squads and athletes understand how their mind and body work.

Clients range from Olympians and Word IronMan champions to gym goers who want to enjoy their workout more.

The sportsbehaviour system is being used by the industry to engage customers, increase membership or as a sale product.

Email hello@sportsbehaviour.com

WORKOUT WEEKLY

7

Studio co-founder puts pressure on Government

THE co-founder of leading London fitness studio 1Rebel, James Balfour, has put pressure on the Government to visit fitness studios – branding it a disgrace that pubs and fast food chains such as McDonald’s can reopen while fitness studios remain closed.

1Rebel is one of many fitness spaces across the country which has been working tirelessly and diligently with ukactive to put in place a comprehensive Covid-secure framework.

It was refused by the Government

despite no Government official having visited or discussed these plans with the studios. The newly re-modelled Victoria studio is ready and can demonstrate what the future of gyms will look like.

Attention to the CMO’s lists of onemetre social distance with mitigations has been thoroughly thought through.

The new look studio includes self scanning temperature checks at entry, hand sanitiser stations, Perspex screens at reception, screens between each piece of equipment and ventilation systems

superior to that of an aeroplane.

James said: “It has been announced that the UK is the most overweight nation in Europe. It’s an absolute disgrace that McDonald’s has been allowed to re-open before our fitness centres.

“Over the past weeks and months we have made a host of changes, at huge cost, that make us far safer than the average pub or plane.

“In the midst of a health crisis, government policy makers have

not considered gyms as a priority or extension to the health system showing a huge lack of understanding of the industry contribution to society.

“Without urgent leadership this will cripple our industry. As Boris mentioned, there is no zero risk version of this, and we should be encouraging the UK to get moving again as soon as possible, for both mental and physical health.

“We have been completely compliant, but, unless we can be told otherwise, we will be looking to open early July.’

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WORKOUT WEEKLY

9

TECHNOLOGY IS VITAL TO SURVIVAL AS WE EMBRACE THE ‘NEW NORMAL’

By Simon Aurik

TECHNOLOGY influences every aspect of our lives.

It helps us set our morning alarm, find recipes for our evening meal and robotically instructs our directions as we drive from A to B. If 2020 and the recent pandemic has taught us anything, it’s that technology has the power to brings us together when things go a little off piste.

The far-reaching impact that technology has is especially obvious in the world of health and fitness, where new developments are continuously changing the face of exercise, sport and nutrition.

When forced to isolate and forgo their gym memberships, consumers embraced YouTube and online workout libraries like Sweat, Peloton and Mirror.

Despite talk of an impending recession, the fitness industry is not only surviving, but thriving.

For the past few years it has been growing at a phenomenal rate and as more people start to pay attention to their health (and have more time and money to invest in it), the industry is expected to be worth a whopping $10.53billion by 2022.

In the midst of the present pandemic, the importance of technology for fitness businesses has become even more paramount.

Practically overnight, the entire industry has gone virtual.

It seems the future of fitness will go hand-in-hand with the latest technology and software advancements.

When we thought of fitness technology before the current fitness boom, our minds may have sprung to our steptracking FitBit, our Virtuagym coaching app or even (for the more athletic among us) a high-tech state-of-the-art treadmill that curves with our bodies and helps us reach our optimum level of training.

But the impact of technology on exercise and training started a very long time ago when governments started to realise that encouraging people to exercise would lead to healthier and more efficient citizens.

At the turn of the 20th century, working out officially became a leisure activity in the UK and the first tools and tech were implemented in exercise halls around the country.

Gyms came to life with different apparatus that helped men and women tone up, build muscle and lose weight – but the real developments came along with the fitness boom of the 1980s.

Yep, I’m talking about those old VCR boxercise classes and Jane Fonda workouts you used to do in front of the TV. This was the time when electronic technology began to revolutionise fitness, making it accessible for anyone

with just a few square meters to workout in.

Since then, we’ve seen the development of apps, wearable technology, online resources (such as PDF workouts, eBooks and YouTube videos) as well as more information online than ever, all helping consumers reach their fitness goals.

In 2020, technology is set to disrupt the world of fitness more than ever. Even before the pandemic began, the latest tech was creeping its way into the world of health and wellness.

Wearables are the industry’s lifeblood and are improving year on year. Heart rate and GPS tracking mean that training for races and marathons is easier than ever, but wearables aren’t just for wrists and are set to be increasingly used as clothing too.

Brands such as Under Armour have created sensory clothing that helps your muscles recover quicker overnight and Nike has recently come under fire for creating trainers that have been dubbed ‘technology doping’ [https://www. businessinsider.nl/why-nike-vaporflyshoes-make-runners-faster-201911?international=true&r=US] The difference between technology of the past and the tech of today (and the future) is how increasingly personalized it has become.

Apps on your phone know your body composition, your ideal amount of

calories and your activity levels.

Your fitness technology travels with you wherever you go, facilitating you to move, rather than forcing you to spend time in a gym– something that under current quarantine measures is more important than ever.

At Virtuagym, we developed a new program, Stronger Together, to cater to the changing landscape of fitness.

It provides a complete, holistic workout solution for members (think meditations, live streaming, audio coaching and more), so that capacity limitations on facilities aren’t an issue in the future.

Fitness companies that wish to remain relevant as we move towards the new industry of the future, should ensure that they are able to travel with their customers wherever they go.

That means implementing the right apps, wearables, chatbots and digital assistance that can help with this.

Technology today gives fitness-lovers more autonomy over their own workouts and the power to get fit on a budget.

One thing is for certain, technology’s influence on the world of fitness is uniquely disruptive.

From my position in one of Europe’s fastest growing fitness technology companies, I’m excited to discover where the next decade will take us. n Simon Aurik is CMO and CCO of Virtuagym and specialises in technologydriven product innovation.

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