Workout May 2014 by Script Media

May 2014

The UK’s No 1 fitness industry magazine

‘Having a heart’ is key to future of the industry By Christina Eccles BELIEVING in – and promoting – social responsibility as one of its core values will be key to the future of the fitness industry, according to a report, which reveals how gyms can make a difference. The Fitness Sector Social Good Report, by Oxygen Consulting’s Ray Algar and supported by ukactive, highlights the importance for operators of focusing on social responsibility and adding value to local communities and charities through work done in clubs and the combined power of members. According to the report, gyms could look at projects by innovative companies in other sectors, such as TOMS, Innocent and Apple and tap into the collective influence of an almost 8m strong membership base for the benefit of social good. Industry examples of good practice mentioned include The Gym Group, which as part of its sign up process gives members the option to support small local charities with a voluntary donation; and eight out of 10 members choose to donate. In the report’s foreword, ukactive CEO David Stalker said: “The evidence is clear: whether you are in the health

and fitness sector or any other, having a socially responsible heart is essential to the health of any organisation, big or small, corporate or not-for-profit. “This report paints a clear picture that a business with a purpose beyond maximising its own self-interests can ensure its long-term relevance and maximise its value – either commercially or to its strategic partners.” Key points mentioned in the report which gyms could consider to convey a sense of social purpose include: Pursuing authentic and sustainable social values by remaining relevant to stakeholders. Building a reputation that extends beyond their geographic marketplace. Being generous and compassionate to customers in good times and bad. David added: “Securing the future growth of our sector is as much about benefiting the health and wellbeing of our customers, as it is about valuing the long term business advantages of being socially responsible. We’re committed to helping our members and partners embrace this agenda.” Is social responsibility high on your agenda? Email your thoughts to ce@scriptmedia.co.uk and we’ll include a selection next issue, as well as exploring the report in more detail.

No 248 £3

FitPro Live to benefit The Katie Piper Foundation

A development programme designed to capitalise on the public’s increased interest in diving has been set up by GLL, in partnership with Olympic medallist Tom Daley. The Tom Daley Diving Academy is to become GLL’s new ‘Learn to Dive’ development programme; providing a framework to develop skills and techniques for children and adults. The academy will begin operation at Tom’s training ground – The London Aquatics Centre – before being introduced at other GLL managed facilities. Tom said: “Diving’s a great sport and together with GLL, I want to make sure it’s an accessible sport. It’s a really exciting time for diving in the UK.”

INSPIRATIONAL TV presenter, charity campaigner and bestselling author Katie Piper will present the keynote speech at FitPro Live 2014, organisers have revealed. Katie, who survived an acid attack, will deliver a speech to hundreds of fitness professionals and enthusiasts on breaking the rules; the theme of this year’s event. She will share how she waived her anonymity to speak out and create a charity, The Katie Piper Foundation, to support others with burns and scars. FitPro has also chosen the foundation as its official charity at the event, pledging support to raise money to help people affected by burn injuries. Donation boxes will be placed throughout the show, with FitPro matching all donations given through online ticket sales pound for pound. In addition, representatives from the foundation will attend the Fitness Professional Awards ceremony to present the Fitness Professional of the Year Award and FitPro Award of Excellence. FitPro Live 2014 takes place from July 18-19 at ExCeL London.

Special BodyPower Expo issue

UK FITNESS SCENE

Relocation to make gym’s facilities more accessible By Christina Eccles AN award winning independent club in Cornwall is preparing for a massive relocation project, which will mean more accessible facilities, the chance to help an even bigger proportion of the local community and the addition of a healthy eating cafe. The Core Fitness and Wellbeing Centre in Falmouth is moving from the top two floors of its existing premises – an old post office – to the ground floor and basement, after the landlord made the decision to convert the top of the building into residential flats. And although the team were concerned at first about how these major changes would affect the business, they have been working hard on a plan of action to turn things around to their advantage. Owner Helen Tite said: “The move downstairs was not wanted by The Core but forced. We have less space and are suffering relocation at our financial expense. “So we have to transform, evolve and use the new space we have in a smart way.” The club already has close links with healthcare professionals and delivers

“What we are doing is so pioneering, we have got to make this work. It’s all about our community and how we can enrich it.”

Staff from The Core celebrating their National Fitness Award win for gym team of the year. rehabilitation programmes in the local community. But because they were previously on the top floors, it was difficult for some patients to access them; meaning they had to use village halls to host the sessions. The move to the bottom of the building now gives them the chance to become more accessible and for the sessions to be delivered in house, as well as providing them with the opportunity to create more innovative facilities to help an even wider range of people. As part of this, the club has recently set up a crowdfunding project to raise £8000 to create a new sensory room, complete with changing colours and lights, with the extra space also meaning the gym could increase the capacity in some of its most popular classes. Anyone who pledges money via the crowdfunding site will get a prize in

return, which increases in value dependent on how much money they donate. Helen also said she would be grateful to hear from any industry suppliers who can help the club out with their plans. She added: “What we are doing is so pioneering, we have got to make this

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work. It’s all about our community and how we can enrich it. “We are quite lucky we have not got the big chains to compete against but this doesn’t stop us from being inspiring and innovative.” Building work is currently underway at the club, with the relocation due to be completed by June. Advertising

Editorial

Sales and marketing director: Tony Barry

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

Sales manager: Daniel Lloyd Tel: 01226 734699 dl@scriptmedia.co.uk Assistant sales manager: Chris Hartley Tel: 01226 734709 ch@scriptmedia.co.uk

Official media partner of ukactive

Editor: Christina Eccles Tel: 01226 734463 ce@scriptmedia.co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk

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UK FITNESS SCENE

Premier partners with operator PREMIER Training International has teamed up with Pure Gym to offer its graduates a definite pathway into employment. The PURE Premier Diploma in Fitness Instructing and Personal Training package allows Premier graduates the opportunity to become a freelance personal trainer with Pure Gym. The package includes a Premier Diploma in Personal Training, oneday studio cycling course and an online total padwork course. The

package can be undertaken on a full or part time basis. Sales director at Premier Training International Paul Dorkings said: “This is a fantastic opportunity for people wanting to enter the industry as it enables them to follow a specific employment pathway straight into work with Pure Gym. “It is a pleasure to be working with Pure Gym and we’re really looking forward to watching our graduates grow into exceptional fitness professionals.”

ZUU has been designed by fitness enthusiast Nathan Helberg.

Class based on primal movements launched VIRGIN Active has launched a new high intensity fitness class based on primal movements. Australian born fitness sensation ZUU has been designed by fitness enthusiast and expert in human movement Nathan Helberg and combines high intensity interval training with primal based movements such as pushing, pulling, squatting and lunging. ZUU has over 100 unique moves, named after the animal from which it’s inspired, such as gorillas, bears, iguanas and frogs, and the classes are now available at selected Virgin Active clubs, with a nationwide roll out planned for the summer. Virgin Active’s head of exercise and wellbeing Andy Birch said: “The beauty of ZUU is that whilst it’s a new concept, it’s based on the most basic of

principles – human movement, in addition to inclusivity, positive culture and reward. “Programmes like ZUU will help our members rediscover the basic principles of movement that come so naturally to us as babies and children. “These are often forgotten as teens and adults due to the sedentary lifestyles of modern living, or the fact that as we get older, we tend to focus on only one physical activity. “Helping our members of all ages rediscover the joy of movement, and become more proficient in it at the same time, is the focus of many new concepts and classes that we will be introducing this year. Our goal is to help our members move better, feel better and ultimately live happily ever active.”

Fitness guru and creator of the world famous Insanity workout Shaun T is bringing his live, motivational fitness experience to the UK. Shauntervention UK will motivate attendees to become the best version of themselves through a one hour workout, followed by a question and answer session with Shaun T himself. The event will take place at EventCity in Manchester on May 10, with VIP tickets also available, which include the opportunity to have a photograph taken with Shaun T and a bespoke T shirt.

UK FITNESS SCENE

The £1.2m i-Motion facility, which opened in Rotherham last November, has already successfully attracted about 3,500 members.

Gym aims to redefine affordable fitness By Olivia Taylor AN innovative 24-hour gym in Rotherham, which bills itself as a premium budget brand, is set to redefine affordable fitness, not only in South Yorkshire but across the country. The £1.2m i-Motion facility – the i standing for innovative and interactive – was opened last November on the town’s Parkgate complex, with the idea of giving members a better experience for their money. With membership costing just £14.99 per month, i-Motion is one of the cheapest gyms on the market, offering members 24 hour access to over 160 pieces of top of the range Matrix equipment and over 90 classes per week, including Les Mills sessions and indoor cycling, both of which are proving very popular. Members are also given the opportunity to pay an additional £6.99 per month to receive an unlimited supply of low calorie energeau drinks, dispensed from a machine found in the reception area. To add to the interactive theme, the

i-Motion offers members 24 hour access to over 160 pieces of top of the range Matrix equipment. club also features a Kaleido music video jukebox, which allows members to choose from 2,000 music DVDs from a range of genres, projected onto screens all around the gym. Club general manager Rick Thompson said: ‘’It’s going fantastic. It’s a really good club to take on and has a really nice atmosphere. We want to push customer interaction and the

friendly nature.’’ The club has already successfully attracted about 3,500 members and director Gareth Evans and his team are now looking to branch out further – with ambitious plans to expand the brand across the north of England. They are also preparing to launch the MyZone system into the gym and future plans include hosting mem-

bers events in the summer, such as bringing a DJ to provide the live soundtrack to a group workout. Gareth added: ‘’It’s not about rushing into things, everything had to be right, I set this gym up with a good management team behind me.’’ He added his vision is to open 30 gyms in the next five years; including clubs in Leeds and Manchester.

UK FITNESS SCENE

Operator’s Wi-Fi gets a workout, study reveals By Christina Eccles

Jon Goddard with Eco Fitness MD Simon Dinnie.

Rugby ace joins gym team A GYM in Doncaster has welcomed a new member of staff to its team; former rugby league legend Jon Goddard. Members of Eco Fitness based in Woodlands can now be trained by the former Hull KR, Castleford and Halifax ace with a range of fitness classes and personal training sessions. Managing director of Eco Fitness Simon Dinnie said: "I can speak for myself and on behalf of the Eco team in welcoming Jon and that we are all very excited about what the future holds for the gym and members going forward." The sports star is also delivering

specialist Beach Bodies and Ultimate Abs classes, with the sessions targeting all problem areas using a selection of circuit based and toning exercises. Jon added: "It's great to have joined the Eco Fitness team at such a unique facility. The fitness suite and exercise classes here are unrivalled and offer members not only a gym, but a complete fitness experience to suit all fitness levels and abilities. "The new, fun fitness classes will improve posture, give relief from back ache, increase core strength and give members the bodies they have always dreamed of by combining a mix of strengthening exercises and equipment."

OVER 25,000 Fitness First members regularly use the internet while in the gym, averaging 72 minutes online during a workout, a study has revealed. According to figures calculated by EE, 4,906GB of data is downloaded by Fitness First members each month, with the majority saying they use the internet mainly for emails, music and fitness monitoring. The research also showed that a quarter of members listen to music apps such as Spotify and Soundcloud to help keep them focused and motivated during a session and a rising number are also tracking every move using fitness apps to enable them to reach their goals more efficiently. Health and fitness manager at Fitness First Baker Street James Crew said: “Nearly every member now has some type of tracking device, with integrated smart phone apps proving most popular as they track everything in one go. “Most members say they enable them to not only beat their goals but also encourage motivation, as they

“We pride ourselves in allowing members to stay connected whilst working out.” can visually see improvements in their fitness levels.” Head of fitness at Fitness First Lee Matthews added: “We pride ourselves in allowing members to stay connected whilst working out. “Fitness tracking and music are both integral factors in increasing motivation and encouraging members to train harder and more efficiently, and we are pleased to see both being used to their maximum. “We look forward to sharing further technological innovations with members in the coming months allowing us to consistently go further in providing the most engaging and seamless environment to work out in.” How are you using technology effectively at your club? Send your comments to ce@scriptmedia.co.uk or contact us via Facebook or Twitter.

UK FITNESS SCENE

Gym chain American expert brings his gains two successful brand to the UK “We want the Pavelka contracts House to be a source of By Christina Eccles

SPORTS Leisure Management, trading under its brand Everyone Active, has been awarded two contracts to manage six more leisure centres. The 20-year contract with Oadby and Wigston Borough Council includes Wigston Swimming Pool, Oadby Swimming Pool and Parklands Leisure Centre, while the seven-year contract with Nuneaton and Bedworth Borough Council is to manage Pingles Leisure Centre, Jubilee Sports Centre, Bedworth Leisure Centre and Etone Sports Centre. Everyone Active regional director Paul Dowling said: “We are very pleased to have been awarded the contracts to manage these six excellent facilities and to be enhancing our presence in the Midlands. We’re extremely proud to say that Everyone Active now works with 34 local authorities at over 90 centres, offering quality, inclusive leisure facilities to all the local communities we operate in. We have a wealth of experience to bring to Oadby, Wigston, Nuneaton and Bedworth and we are seeking to enhance, not just maintain, the customer experience in each area.”

AMERICAN fitness expert Jessie Pavelka has brought his successful fitness brand to the UK in a bid to help people improve their health. Earlier this year, Jessie featured on ITV’s Daybreak, encouraging viewers to make one small change as part of the Motivation Nation campaign. 80,000 people signed up to receive daily motivational texts from Jessie as he travelled around the country spreading his message of health and fitness. Now following this success, he is gearing up to launch his Pavelka Health Revolution to reach out to even more people. He explained: “I receive literally hundreds of emails and messages every day asking for advice on health subjects. It's impossible to answer even a fraction of those who write in and I want to do something about it. “It was frustrating knowing that so many people needed my help and I wasn't able to give it. So I teamed up with a business partner here in the UK and we have created Pavelka Health Revolution through which we run workshops, seminars and we are also about to launch the Pavelka House website which is an informative, interactive and inspirational membership website for those who

accountability for our members.” are ready to follow a healthier lifestyle.” The Pavelka House site includes information, videos and meal and workout planners. Members also have their own ‘room’ where they can store recipes, menus, workouts and inspirational pictures and quotes. There will also be an online journal. Jessie added: “Sustainable and healthy weight loss and general fitness has to become a way of life, otherwise temptations are just too much and fitness levels drop as lethargy sets in. We want the Pavelka House to be a source of accountability for our members. We also want them to ‘get involved’ and the functionality will be there for them to share their own ideas and health strategies. “It’s the Family element of Pavelka. We have a whole team working in this from expert nutritionists, psychologists and NLP practitioners as well as personal trainers who understand the Pavelka way of doing things. It’s a big, exciting project.” Jessie Pavelka

UK FITNESS SCENE

Business booming at Oxford gym as owners eye up two more sites By Christina Eccles BUSINESS is booming at an Oxford gym where owners have plans in the pipeline for sites two and three; despite only opening their first club last October. The Athlete Centre is aiming to bring something different to the local area, specialising in strength and conditioning for people who are serious about getting into shape. As part of this, every new member starts their fitness journey with

muscularskeletal screening and a session with a strength and conditioning coach. The first month costs £100, which includes all of this, with subsequent monthly packages starting from £59 – including unlimited visits to the gym plus one class per week – up to £89, which gives members both unlimited gym use and classes. Director James Shields said: “We think we offer something very different to other gyms in that we run as a fully integrated facility, combining our in house physiothera-

pists’ knowledge with our strength coaches to ensure our athletes make the best possible steps forward whilst also avoiding injury.” Although the club has only been open a few months, it has already attracted media interest, appearing in the likes of Men’s Health magazine. And things are going so well, the team is now gearing up for the launch of a second club in another area of the city, which will specialise in physiotherapy and classes such as yoga and Pilates, as well as

looking to secure a site for a third gym. James added: “I’m not surprised we are getting the members in and that people are enjoying it, but I am surprised we are opening a second and looking at a third facility already. “For us it’s about what we believe works, how we can make it that bit different and build a brand we really believe in. “We don’t want it to be a social club. While they are here they train.”

Welcome to WorkOut Weigh In – it’s your chance to have your say and share your views on industry issues. You can email us at ce@scriptmedia.co.uk or you can message us on Facebook or Twitter.

This month’s top Tweets... @NAhutchinson: Looking forward to the next @mylfx meeting 19th June get the date in your diary @LancashireSport @FitnessAwards @WorkOutUK #networking #lfx @TykeRacing: Great to welcome staff from @debitfinance and @WorkOutUK to Tyke Racing earlier this week. Hope to see you down at the track again soon! @FitnessFlexGym: Great to show @WorkOutUK around the new look @RigbyCafeLounge and gym extension at the Metrodome! #barnsleyisbrill @CybexUK: Latest edition of @BodypowerExpo Times has just arrived with loads of info on the new Eagle range #strength Get your copy with @WorkOutUK @DeluxeFuel: Thank you to @WorkOutUK for supporting our #mysupplementsandme campaign! Great article in their latest edition! @Beckyboo61: @WorkOutUK Loving seeing @benquilterjudo on the front page. #judo #goben @joeybullfitness: Thank you to the brilliant @WorkOutUK for great page review of my new ballet workout DVD. @GashShaun: @BornSurvivorUK @UKORM @WorkOutUK @raceface604 @UniqueKidzandCo @myvvvgym @TheBayOfficial #wedidit! @FitnessAwards: NFA winners @BurnleyLeisure have been visited by @WorkOutUK today for a feature in the mag. Read about their achievements next issue.

@NatProGordie: @WorkOutUK loved the article in this month’s magazine. Really well written, thank you #Workout #Bodybuilding @clubzestfitness: Thank you to @WorkOutUK for the @projectfitexpo front page write up! It's all very exciting! Newcastle – November 8th and 9th – don't miss it!

The énergie Group’s Choco-less bar which raised a smile on April 1.

Zero calorie bar fools gym members OPERATOR the énergie Group raised a smile on April 1 by claiming to have created the world’s first zero calorie chocolate bar. The April Fool press release stated that the Choco-less bar contains just 50 calories, but the average person burns 75kcal while consuming a 39g bar. With the first 100 bars reportedly

being given away across the énergie estate of 90 gyms, a number of clubs reported dozens of people falling for the announcement and demanding their Choco-less bar. CEO Jan Spaticchia said: “We like to have a good laugh around this time of the year but we had not anticipated that so many people would have fallen for this stunt.

“I’m glad that, although some were left a little red faced, they all saw the gag in good humour.” The managers of each gym were all equipped with a free gift as compensation for anyone that did show up for one. It has been calculated so far that over 200 people across the UK have fallen for the Choco-less story.

We’d also love to hear about the great work you’re already doing; whether it’s holding confidence boosting classes or adorning the walls of your gym with positive, inspirational quotes and images to remind members of how far they’ve come every time they work out. Contact us with your stories and

we’ll include a round up of the best in a future issue of the magazine – and hopefully help to inspire others along the way. Also, this month we’ve welcomed a new member to the Workout editorial team – Olivia – who got thrown in at the deep end within her first couple of weeks when I took her along to try out this month’s challenge – a BoxFit class at the Pursuit of Healthiness gym in Barnsley. Read about how we got on on page 26 and look out for our ‘challenge’ feature over next few issues, where some of our other team members will also be put to the test when they try out some new classes for themselves... This month, we’re also looking forward to the 2014 BodyPower Expo, which will be here before we know it! Check out our show preview on pages 40 and 42 where we’ll be detailing everything you need to know to plan your visit to what has become one of the biggest events in the industry calendar. We’ll be attending too so if you’re going, don’t forget to come and see us in the Workout trade lounge. See you at the show!

Editor’s Comment A FEW weeks ago I went to see one of my favourite singers, Beyoncé, live in concert at The 02 in London... As I had anticipated, she was amazing and everything I admired about her; from her high energy dance routines to her self confidence, incredible stage presence and the way she promotes a fit, healthy and active lifestyle got me thinking about the issue of body image and how generally we should be much kinder to ourselves when it comes to body confidence and being comfortable in our own skin. As an industry, we are all about helping people look – and most importantly – feel better through exercise, nutrition and wellbeing, so it’s vital that clubs – and their staff – promote messages which help members and clients feel more confident and celebrate the progress and achievements they’ve made on their fitness journeys. To highlight the importance of this, this issue of Workout includes a special feature on body image, which can be found on page 46; including some top tips from the experts on how you can help your members to feel good about themselves. This month’s hot topic:

Who is going to this year’s BodyPower Expo? Who or what are you most looking forward to seeing there? Contact us via Facebook and Twitter with your thoughts and we’ll look forward to seeing you at the show. Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

@FitProLive: Talking great sense in @WorkOutUK @guru_paul. Looking forward to hearing you speak at FitPro Live in July! #fitnessknowledge #getyourfiton

SPORT RELIEF ROUND UP The fitness industry came together to do its bit for Sport Relief, with gyms up and down the country staging events to raise valuable funds for the cause. Here Workout rounds up the best...

Gyms do their bit for Sport Relief

Over 150 participants took part in the Sport Relief Mile, hosted by Everyone Active at Hartham Leisure Centre. People of all ages and abilities completed one, three or six miles for the cause. The Everyone Active team also got involved with the fundraising fun by running a charity bootcamp class at a nearby Sainsbury’s store (pictured).

Fareham Leisure Centre also joined in the fun by hosting a charity Swimathon. Everyone Active general manager Ryan Grant said: “Fareham Leisure Centre has a long standing tradition of supporting the Swimathon event and we were very pleased with the number of swimmers who committed their time and efforts to take part in this fantastic event. It was great to see such a diverse age group of swimmers taking part, which just goes to show that swimming really is a sport that can be enjoyed by all ages.”

Ecclesfield-based fitness facility Fitness Garage worked round the clock to raise money for Sport Relief. It was a full on day and night of fitness fun with over 35 members taking part in a 24-hour relay WattBike session, which saw members – many in fancy dress – taking turns to keep the wheels moving on the bike. Running alongside this challenge throughout the day were fun themed classes such as 80s aerobics, sing-a-long spinning, boxing geezers’ classes and old skool bootcamps, all well attended by members and guests. During the fundraising event, Sheffield sporting celebrities Kell Brook and Johnny Nelson came down to show their support and spur members on to do their bit. 130 swimmers at Aquaterra pools in Bath and North East Somerset and Islington also took part in the Swimathon. Swimming coordinator at the Aquaterra Aquatics Academy Simon Ibrahim said: “Swimathon was fantastic this year. From families, to experienced swimmers and beginners, everyone had a great time and I would like to congratulate all those who participated for raising money for Sport Relief. One of our eight-year-old swimmers, Cindy Gholami from North London (pictured) raised £600 by swimming 200 lengths in under two hours at an average of 37.5 seconds per length. To be able to raise that amount of money and maintain that speed at her age is an incredible achievement.”

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UK FITNESS SCENE

The gym extension at the Metrodome (left) and the new look Rigby’s, which held its first wedding shortly after it opened.

Extension and cafe bar get gym off to a flyer By Christina Eccles A NEW gym extension and revamped cafe bar have helped a popular Barnsley gym get the year off to a successful start. The Metrodome – Barnsley Premier Leisure’s flagship site – has redesigned its Rigby Cafe and Lounge to make it more appealing to both members and non members; giving it a more high end ‘coffee shop’ feel, complete with new seating, lighting and a wider variety of food and drink on offer. The new space will also be used to help the club move further into the weddings and events market, while

special offers have been sent out to gym members to introduce them to the new look Rigby’s and encourage them to spend more time there during visits to the club. Digital media executive Siobhan Dransfield said: “We wanted to create more of a social element and for Rigby’s to become a feature of the gym experience. “As well as improving the offer for people who are visiting us, we also want to capitalise on holding functions, venues and parties. “We held our first wedding a week after it opened and when it was all sectioned off, it’s surprising what a

transformation there is. It doesn’t feel like you are in a leisure centre. “The comments we have had have been very positive. It’s a lot more comfortable and in terms of functions, we are now able to offer more options.” A new gym extension, which was created by transforming two squash courts and a teen gym area into a second gym, has also gone down well with members and added more value to the club’s fitness offering. The area houses a range of equipment including free weights, kettlebells and an X Cube and is being used both by members working out independently and

for personal training sessions. Siobhan added: “It’s worked well and feedback has been really positive. We’ve also put motivational quotes on the walls so it looks like a really good area.” The Metrodome has also revealed plans to keep the business moving forward over the coming months. Work will include revamping the BPL corporate website to make it more user friendly and better connected with its individual websites for attractions such as the Calypso Cove waterpark and bowling alley. A new and more efficient queuing system is also planned for the club’s reception.

UK FITNESS SCENE

Identify the problem before you start to splash the cash By Dr Paul Bedford OPERATORS frequently try to solve retention problems by spending money, often before they actually identify where their retention problem is. Let me use a general example. Your car isn’t running right. You know the overall performance is down and that it’s not driving the way it normally does. What do you do? You could clean it and see if that helps. You could pump up the tyres. Or you could take it to a garage and have a mechanic look at it. Ideally the mechanic would plug your car into the diagnostics, run a series of tests to identify the problem and recommend a course of action to restore your car to its former glory. While this scenario is common with cars it’s less common with health clubs and leisure centres. Most operators have no idea of when in the membership someone is quitting and even less idea when they have stopped using, and instead of diagnosing the problem they start spending money, buying products that report to improve member retention. While some can have an impact, many don’t. I’ve had requests from suppliers to endorse their product as a means of improving retention. These include a holiday company that runs affiliate schemes, an equipment manufacturer that’s devised a new form of exercise (that wasn’t new at all) and even someone suggesting we dress staff as nurses – the modern smock, loose fitting type, not the sexy stockings and heels version! I took this one as a joke but the requests keep coming, often with no real credibility to back up their claims. So with all this nonsense what should we do? If you don’t have

Dr Paul Bedford

access to statistical software to measure the length of time between joining, stopping exercising and stopping paying, just have a look each month at how long people have been members. This can be a little cumbersome if you have large numbers but what you need to understand is that you have a different problem to focus on if the majority are joining and leaving after one month than if they are joining and leaving after three years. In the diagram above are the plots of three clubs. One has members join and then leave almost straight away. This could be a problem with the sale and marketing process, which means you are attracting people at a high risk of quitting when recruited or may mean the way you look after them once you have sold them a membership is poor and they experience buyers’ remorse very quickly and quit, or may be the gym induction or class programme doesn’t support them in getting started. Whatever it is, it’s not the same as those in the middle club who stay for six to nine months before quitting. This could be the

result of boredom, lack of results, lack of interaction, little or no sense of belonging or even time of year. But it requires a different strategy to make a real difference within the business. The final club appears to retain members for much longer and in truth is probably doing the best they can. Maybe a small amount of change in member support, some additional challenges and goal-focused workouts could help, but it might be that’s just how long they stay. Service is the low cost, no cost answer to many of these issues. Maximising interaction between staff and members is key, not just to retention, but also to the fundamentals of being a CLUB – creating a sense of belonging and having a relationship with your members that’s not just transactional. There are some great tools to help with staff/member interaction. But it’s not the only way to get staff to talk to members. Hotels, restaurants and hairdressers as well as many other businesses, don’t require software to get staff to talk to customers. And I

am talking about interacting at some level with all members. Not just hello, goodbye, something meaningful to the member. There are at least seven types of conversation staff can have with members. Improving retention isn’t just a gym induction programme because possibly half your members don’t use the gym and may only frequent your studios or pools. Results underpin everything. If you want members to stay longer give them results. To identify where they are in relationship to their results you need to talk to them, support them and provide advice and guidance. Simply spending money on a product or service that reports to being the panacea for all retention problems is likely to be a waste of money and very frustrating. While service and interaction will form the base of any member retention programme, they work in the same way as servicing your car. Understanding where and when your members quit is vital to fixing your long term retention problem. Dr Paul Bedford is the fitness industry’s leading authority on retention, attrition and customer experience management and the author of The National Retention Report.

UK FITNESS SCENE

Training firm set for India expansion PREMIER Training International has partnered with Talwalkars – one of India’s largest health club chains – to provide ongoing education, training and development to over 180 of its personal trainers and fitness professionals. Premier will deliver leadership and management training to over 40 of Talwalkars senior managers, as well as a five-day Advanced Fitness Skills course to 140 of its fitness trainers. The courses will be part of a larger education pathway that has the end goal of UK Level Three accreditation, REPs membership and an overseas internship. The objective is to enhance employee performance levels in a bid to propel the Indian health and fitness sector closer to the standards of the international market.

Gym behind Africa child campaign LADIES only club Gymophobics Redditch has got behind a campaign to encourage local businesses to sponsor a child in Africa, in recognition of World Health Day. The club has sponsored an eight year old girl – Belinda – from north west Zambia and members and staff will be able to follow her progress and that of her local community via updates in the gym. Gymophobics Redditch will also be holding special fundraising events throughout the year. Director Zoë Cooke said: “We run a health based business so felt it was important to do something special to mark World Health Day. “Over 17,000 children die every day in Africa. If every business in Redditch sponsored a child the small investment of around £20 a month would make a big difference.”

Olympic diver Tom Daley has called for Londoners and visitors to be part of the 2012 legacy by enjoying the world class sporting and fitness facilities on offer at Queen Elizabeth Olympic Park. Speaking in a new video released by VisitLondon.com, as the park fully opens for the first time since London’s Olympic and Paralympic Games, Tom said: “This London Aquatics Centre has so many memories for me. To be able to train here full time is just amazing and I really do hope that lots of people are inspired to get involved in different sporting events and activities within the park. The facilities we’ve got here are second to none. Even if people just want to come and have a swim and stay fit and active, that’s hopefully what the Olympic legacy has left behind.”

Institute gearing up for change with new team By Christina Eccles THE Chartered Institute for the Management of Sport and Physical Activity has appointed a transitional management team responsible for transforming the organisation in accordance with the business plan approved by its members last November. The team will be exclusively focused on delivering the change and ambition captured in the business plan to see the institute become the strategic lead for professional development. In doing so, the team will establish a number of new membership services including a mentoring programme, technical guidance for the sector, regional networks and a CPD programme. The team will report to CIMSPA trustee, David Stalker, and is led by Tara Dillon as the interim chief operating officer, who will be supported by Spencer Moore and Ben Gittus. Tara is joining CIMSPA on a part time secondment from IQL UK, while Spencer and Ben are joining the team following successful long term periods with the Amateur Swimming Association and SkillsActive respectively. Each member of the team is part time and has a clear area of responsi-

“We feel confident that the business plan provides a clear ambition for the sector and is backed by the sector.” bility. As COO, Tara is the lead for the organisation, the first port of call for member enquiries and is focused on re-aligning the membership categories and benefits. As interim development director, Spencer is responsible for identifying new areas of interest for the institute, with a particular focus on the sporting workforce. He is currently improving the institute’s technical infrastructure, as well as the nation’s and region’s structure and a new mentoring programme. Ben, as interim endorsement director, is reviewing the institute’s professional development framework while assembling an endorsement programme demonstrating to CIMSPA members what education can support their career development. ukactive, which led the review, will also continue to support the institute as part of the transitional team.

Tara Dillon Tara said: “The team and I are excited by the challenges and opportunities within the chartered institute and we feel confident that the business plan provides a clear ambition for the sector and is backed by the sector. “We will not achieve every aspect of the business plan overnight, and we will require the continued support and advice of both members and stakeholders who are the strongest asset we have as an Institute. “I am delighted by some of the early wins we have achieved and will be in touch with members shortly to provide the first of many progress updates.”

UK FITNESS SCENE

Right: The Power Plate stand at FIBO and, above, Matthew Pengelly.

New vibration concept gets members buzzing PERFORMANCE Health Systems has developed a new concept to help operators better integrate Power Plates with other pieces of functional kit such as ViPR, Kettlebells and Suspension Training With functional fitness a key trend in many clubs, the company is positioning the product as an ideal piece of kit to complement this type of training, ensuring staff – and members – get the most out of using Power Plates in their clubs. Senior vice president at Performance Health Systems Matthew Pengelly explained: “Fitness trainers and personal trainers are well qualified in all modalities of functional training but we decided to offer them a way to integrate all these modalities with the use of Power Plate.

“Using a Power Plate increases the training intensity by creating a destabilising effect during movement and triggers a rapid reflex response throughout the muscular system. Combining this with traditional functional modalities such as kettlebells and VIPR ensures a highly effective high intensity training session. “For clubs that do not integrate Power Plate with functional training we have developed a concept that includes a 4sqm functional compass floor, a two hour integrated workshop that shows trainers how to bring together all of these modalities and also we offer some basic ‘video’ programmes for members that use smart phones or tablets. Simply the member scans a QR code located by the workout area and it will automatically take them through some simple

integrated exercises. “There are multiple benefits to this for the gyms and particularly the trainers and members. The trainers can use the QR code concept to set up their own 'proprietary' integrated workouts or even use it to sell ‘personal training' by offering teaser programmes. “The members get the opportunity to really work out within a true functional fitness environment and the club will feel they are really utilising all of these different products together – hence the 'integration' theme.” One club which has seen great success integrating Power Plate into its functional training area is ROKO at Chiswick Bridge. General manager Phil Williams added: “We brought Power Plates

into our functional training area and created a zone by putting down the compass mat and bringing key pieces of the functional training kit alongside the Plates. “Those members already familiar with Power Plate picked up the combined workout quickly, while those new to vibration training used the QR codes on the banner to follow the workouts and had a little one-to-one time with our trainers to learn how to combine these two techniques to best effect. “Integrating Power Plate into our functional area has drawn interest from people keen to try vibration training while giving existing Power Plate fans a whole new set of exercise options to keep them inspired and challenged.”

CHALLENGE WORKOUT

Pursuit of Healthiness’ owners Alex Seckham and Karen Casadei are leading the way in local fitness, with their classes and bootcamp attracting fitness fans from all over the area. Workout’s Olivia Taylor and Christina Eccles visited the gym in Barnsley to find out more – and sampled a BoxFit class.

The Pursuit of Healthiness was opened by friends Karen Casadei and Alex Seckham last September and the pair run a range of classes.

Gym puts duo’s expertise to good use PERSONAL trainer Alex and professional sports masseuse Karen have a shared passion for fitness. And, after striking up a friendship at the gym, they put their knowledge to good use and last September opened their own club, The Pursuit of Healthiness. From the gym, situated on a popular business park on the outskirts of town, the pair run a range of classes including BoxFit, circuits and kettlebells, with Alex also holding PT sessions there and Karen offering massage and beauty treatments from a

dedicated therapy room. One of their most popular offerings is a bootcamp, costing £69 per month, which includes three training sessions a week, plus fitness testing, nutritional advice, a clean eating ebook written by the pair and the support and motivation of a dedicated Facebook page. Karen explained: “The aim of our bootcamp is to offer personal training in a group. “Every single person works to their highest ability and because there are two of us, it helps to keep them moti-

vated and the ‘newbies’ don’t feel like it’s a cliquey environment. “Once people come and try us, they generally join. “People sometimes struggle with the cost of £69, but here if someone misses a day, we will get in touch and ask if they are ok, which gives them that accountability. “We sell it as a package and want people to feel that we can cater for anyone.” Bootcampers also get most of the club’s other classes free, including BoxFit – a workout which combines

cardio fitness with boxing techniques. Karen added: “BoxFit is just boxing and fitness mixed together. “We’ve both taught similar classes before and know that it’s a great cardio workout, tones the arms and people enjoy punching each other!’’ Last year, the duo organised a fitness retreat in Nottinghamshire, and they’re looking to do the same again this year. Plans are also in the pipeline to run a charity event. Karen added: ‘’It’s a lot of hard work and long hours – but it gives us so much satisfaction.’’

An enjoyable but difficult experience ... INSTEAD of preparing for a normal day at work, I put on my trainers and got ready for my first Workout challenge; a BoxFit class at the Pursuit of Healthiness gym... As we entered, we were greeted by Karen and before I knew it I was being put through my paces in the warm up, where I was jogging, doing push ups and the plank. Next I put on my gloves and prepared for the first activity, where me and Christina took it in turns to perform boxing moves such as jabbing, upper cutting and throwing right and left hooks at pads, all while stretching into a squat or a lunge. We were the most inexperienced and uncoordinated pair in the class, but non the less we soldiered on, with the encouraging words from the other girls and Alex keeping us motivated – even when we could feel the burn. The activity that really tested my stamina was where Karen and Alex ordered us to face our partners at the other side of the room, sprint over to them and jab their pads the number of times they ordered.

I continued to work through the activities and towards the end of the class my muscles began to ache, but when I looked at the other girls who were a lot older than me powering on, I got my second wind until we got to the long awaited cool down. The experience was difficult – but enjoyable – and Karen's funny commentaries throughout made the session seem less serious and more fun. She made us all feel comfortable and encouraged everyone to push themselves, while Alex also showed us how to do each exercise effectively and made sure we weren't slacking. I would definitely take part in the BoxFit class again. I only had to look at the other people in the session around me to get a taste of what kind of results I could expect if I continued to attend Alex and Karen's classes. When I was nearing the end of the class, I felt as if I had achieved something and that feeling stayed with me for a few days after... and so did the aches in my arms and legs. Olivia Taylor

Olivia Taylor and Workout editor Christina Eccles take part in a BoxFit session.

UK FITNESS SCENE

‘Look before you leap’ when it comes to biomass boiler offers AN energy efficiency specialist is warning leisure operators to look before they leap when it comes to the growing numbers of free biomass boiler offers appearing in the market. CEO of Happy Energy Adrian Wright says investors who have spotted an opportunity to benefit from generous payback rates offered through the commercial Renewable Heat Incentive, are increasingly targeting the hotel and leisure sector with offers of free fully installed and maintained biomass boilers. The highly energy efficient units – which burn wood or wood pellets to create heat and hot water – qualify for payments under the Government’s RHI and are particularly suited to large energy users such as hotels and leisure business operators. But Adrian claims that when it comes to the range of benefits offered by biomass, operators should think carefully before taking up the offer. He said: “Whilst on the surface, the offer of a free biomass boiler installed and maintained looks really appealing, hotels and leisure businesses are being targeted by these investors because of the generous returns offered by the RHI and could miss out on receiving these payments themselves. “As an example, a 200 Kw wood chip boiler, fully installed including

“Whilst a free biomass boiler will reduce energy bills for those not on mains gas, businesses would miss out on receiving the payments themselves.” ground works and dedicated cabin will cost around £150,000. “If used for around 3,000 hours a year, it would generate a RHI income of just under £30,000 in year one, with the potential to generate over £700,000 over 20 years with a likely profit of around £500,000 in that time. “Whilst a free biomass boiler will reduce energy bills for those not on mains gas, businesses would miss out on receiving the payments themselves. “From a business perspective why would you want to miss out on these financial and environmental benefits – especially as there is funding and off-balance sheet loans available to fund biomass investment.” According to Adrian, questions to ask include: 1. Will the wood pellet or wood chip fuel be cheaper or more expensive than your current fuel supply? Mains gas is usually cheaper than

biomass fuel so your energy bills could actually increase. The biomass supplier may use a bit of smoke and mirrors to make it look as though the biomass is cheaper by quoting improved boiler efficiencies. 2. Can you afford to install the boiler yourself? Investors are not offering you a free boiler out of the goodness of their hearts, they are looking for safe returns of 15 per cent and higher. If you can afford to buy the boiler, do, it’s a great investment. 3. What minimum use will be required on the free boiler and what happens if we don’t achieve this? Most contracts linked to a free biomass installation will require you to generate a minimum amount of heat a year. There is likely to be a penalty attached if you don’t use the boiler or don’t achieve the minimum usage.

Adrian Wright 4. Are there other ways that I should be looking to cut my energy bills? Typically someone providing you with a free biomass boiler will not want you to save energy, in fact, they want you to burn as much as possible so consider other ways of cutting energy usage such as insulation and Solar PV. Adrian added: “Biomass boilers provide a wide range of benefits for those in the hotel and leisure sectors but caution and research is advised before taking up one of the growing free offers.”

UK FITNESS SCENE

In the second of a two-part special from the business-to-business division of British tea and coffee merchant Ringtons, head of Ringtons Beverages, Stephen Drysdale looks at the importance of barista training in making sure you serve up the best quality coffee in your clubs.

Training vital to ensure customers return INCREASINGLY the gym and leisure industry is seeing discerning customers demanding more from the hot beverage provisions within such environments and more venues are installing top of the range barista equipment to facilitate their demands. To ensure venues provide the very best coffee which keeps customers coming back time and time again, barista training is vital. The best way to become an expert barista is through practice, knowledge and building up enough confidence to produce the best quality beverages every time. To be most effective, training must be tailored to an individual venue, centre or business so that baristas can operate the equipment they will actually be using on a day-to-day basis. Such training can be done either onsite at a specific venue or in a specially designed training facility like the Ringtons Beverages’ custom-built training room which facilitates a number of different pieces of espresso equipment. Training should cover operating equipment such as turbo steam wands to create foamed milk, on demand grinders to grind fresh beans to order, or Perfect Grinding Systems (PGS) which continually monitor the

espresso extraction (usually after every five shots) and automatically recalibrates the grind size when needed. Such technology can make life easier for a barista and when used correctly ensures consistency. Essential knowledge for a barista should include espresso extraction, flavouring coffees, milk foaming, latte art, cupping coffee, operating equipment and machine maintenance and cleaning. Of course training doesn’t just include machine operation; increasingly customers are interested in where their coffee originates from, so to make a real impact on the customer it’s important to have understanding of the products sold. Barista knowledge should include topics such as: coffee history, origin, selection and blending, roasting and grinding. In addition it’s important to understand the impact water temperature and pressure has on the extraction process. While knowledge on the milk foaming process is essential to authentic cappuccinos and latte art. Similarly to grapes used in wine, beans from different origins offer varying tastes and flavours which impact the overall taste of a final product. Knowledge on how growing environments and bean type affect taste is essential to understanding how sweetness, acidity, bitterness,

Ringtons’ beverages training room. water pressure, dosage and temperature combine to create the overall taste. We would also recommend baristas carry out taste profiling to help with understanding their coffee offering – after all if you don’t know how a coffee should taste, how do you know yours is being served correctly? This understanding will also help baristas

know how best to develop menu variations such as syrup or milk coffees and how to make appropriate recommendations to customers. Effective training and knowledge allows baristas to instantly spot problems, which in the long-term can save downtime as well as reputation, which will ensure customers come back for more.

UK FITNESS SCENE

Sell your way to more net profit By Dave Wright AS we know, the only way you can make more profit for any business is to either: Increase your prices. Sell more memberships. Make more money per member. So the big question that you need to ask yourself is: “Are you maximising the amount of profit you can earn from your gym?” The first thing that you need to keep an eye on, is how much revenue is generated from either ‘membership’ versus ‘non-membership’ money. Depending on what you offer and what you allow your members to spend, this can be as little as five per cent non-membership revenue of membership money and as high as 50 per cent additional non-membership revenue. This effectively means that if you take £10,000 per month from membership revenue, you could be generating anywhere from an additional £500 or £5,000 extra from the secondary spend. Supplements, personal training, group training, towel hire, tanning, tea and coffee, protein bars, massage, beauty therapy, chiropractic treatments, water, juices, clothing, diet clubs, nutritional advice, running clubs, wearable technology, relaxation chairs, weekend activities are just

Dave Wright some of the ‘secondary sales’ that clubs can make money on. Many of these items have a profit margin of 100 per cent plus and do not have a cost associated to them if they are not purchased. As a club operator, you need to understand that people buy memberships because of the ‘results’ that they want to achieve and not for the free tea and coffee that they get! We are in the experience era, so clubs should focus on enhancing the members’ experience and if that means offering products and services conveniently in one place, particularly if it is going to help them get results, then that will not be seen as

‘selling’ but more so as ‘serving.’ That said, you must be prepared to step up and ask the question. ‘Would you like fries with that?’ is an infamous McDonalds proven saying that boosts sales. And the old adage that if you don’t ask you will never know runs true with the secondary spend. Ask whether a member would like to buy some water for their workout or a protein shake after their session, a tanning accelerator for their sunbed session or a personal trainer to look at their diet for their wedding. You will be surprised at the response you get. Either way, applying these methods will ultimately help with more secondary spend, make you look more professional, enable you to offer more services and ultimately make more net profit for you and for your club. Now get selling! Dave Wright is the CEO of CFM, a global company with offices in the UK, Australia and North America that has served the international fitness community for over 24 years; focusing on either getting new members and/or keeping existing ones. Dave is also the owner of 11 health clubs across two continents, a board director of UK Active, founder of IOU (Independent Operators Unite) and the creator of the revolutionary industry tracking tool MYZONE. He may be contacted on Dave.Wright@cfm.net

Clubs urged to enter new group exercise category CLUBS with strong group exercise offerings have been urged to shout about their achievements by entering the National Fitness Awards’ newest category. The Group Exercise Gym of the Year award, which is sponsored by Les Mills, has been added to this year’s NFAs to recognise gyms which deliver varied class timetables; keep up to date with trends in the group exercise world and employ well qualified, passionate instructors to ensure members get the most out of their workouts. Nominations for this category – and for all of the awards – can be made by visiting the website www.nationalfitnessawards.co.uk, where clubs are asked to submit entries online detailing why they think they deserve to pick up a trophy. Once nominations have closed in August, the Workout team will have the tough task of drawing up a shortlist in each category before visiting each shortlisted club for the next phase of the judging process. For gyms shortlisted in the Group Exercise Gym of the Year category, judges will be conducting on site surveys to discover what members think about their club’s group exercise

offering, as well as taking a tour of the facilities, chatting to staff and experiencing the levels of customer service first hand. National Fitness Awards’ director Judith Halkerston said: “We decided to add the new category this year as the quality and variety of a gym’s group exercise offering is very important. “Sometimes whether a gym’s classes are up-to-date and engaging can be the tipping point for new members to choose one gym over another. “And on our travels last year visiting shortlisted gyms we did see some excellent examples of group exercise timetables at their best. “Lots of high-quality entries are already coming in for this and other categories so we would urge gyms to start work on their nominations now rather than rushing it at the last minute – the more you tell us, the better your chance of being shortlisted.” Award winners will be announced at a glittering ceremony – taking place at The Athena in Leicester on Friday November 28 – where the entire fitness industry will gather to celebrate the achievements of the winners at what promises to be a spectacular end of year party.

REPs certified fitness instructors have been given a once in a lifetime opportunity to take to the stage and teach a mass participation fitness class at a new industry event. The register has teamed up with Big Burn, an event which will offer classes led by celebrity instructors including Darcey Bussell (pictured above), Josie Gibson, Natalie Lowe and Ian Waite, as well as a chance for visitors to look around a range of health and fitness related exhibitors. Interested instructors can apply online and the winner will be selected by an expert panel from a list of the five most popular workouts as decided by an online vote. Founder and managing director of Big Burn Archie Woodhead said: “The opportunity for an instructor to lead a session of 1,500 people is hugely exciting and we anticipate a wide range of fitness routines to be submitted.”

UK FITNESS SCENE

Centre wins service award RETFORD Leisure Centre has been rated as one of the best fitness facilities in the country for its customer service. The centre – operated by BPL – has achieved a Quest Exceptional Service award after being put forward by Quest assessors and mystery visitors who felt the team deserved recognition for its progress and hard work. Chief executive of BPL Tim Wilson

said: “I have really seen Retford Leisure Centre blossom over the past couple of years and the team are a very special group of people offering exceptional customer service and taking a real pride in what they do.” The team, who have also been congratulated on their success by Quest ambassador Darren Campbell, headed to a glittering ceremony in Loughborough to receive their award.

tmactive will manage four sites in Tonbridge and Malling.

New Trust to run Tonbridge council’s leisure facilities TONBRIDGE and Malling Borough Council has entered into a partnership with the newly established Tonbridge and Malling Leisure Trust, a charitable, non profit distributing organisation that will be responsible for providing sport and leisure facilities in the region from now on. The new partnership will see TMLT managing the day-to-day running of Larkfield Leisure Centre, Angel Centre, Tonbridge Swimming Pool and Poult Wood Golf Centre under the brand tmactive. Chair of the new trust Alan Nicholl

said: “We’re looking forward to working with the council on this exciting project, and providing an even better range of leisure facilities for local people. “Our mission is a simple one – to encourage more people to be more active, more often, and ensure all sections of the community can take part in sport or regular physical activity at an affordable price.” As a non profit distributing organisation, any surplus TMLT generates will be reinvested back into local leisure facilities.

Boxercise has released an official app to drive participation in classes, aimed at people who currently don’t have the time or confidence to attend sessions. The app – available on the iTunes store – is designed to build confidence, with constant reminders for users to find a local instructor to get their technique checked and a search facility to help them find someone in their area. Users progress at their own pace, learning everything from how to wrap the hands and basic punches to complex punch combinations used by the pros.

FIBO REVIEW

Organisers Reed Exhibitions Deutschland are celebrating the success of this year’s FIBO, where visitors and exhibitors gathered from all over the world to hear the latest developments and trends in the sector and take a look at the hottest new products to hit the market. Here Workout rounds up the best of the show.

A total of 116,000 trade visitors and fitness fans attended FIBO in Cologne - a 15 per cent rise compared to the previous year.

Show again sets new records ALMOST 100,000 tickets had already been sold before FIBO's doors opened on the first day of the show, with organisers recording a total of 116,000 trade visitors and fitness fans. This represents an increase of almost 15 per cent compared to the previous year, when FIBO switched locations from Essen to Cologne – and sees the event surpassing the 100,000 mark for the first time. It also represents a growth in total

visitor numbers of almost 50 per cent in just two years. Highlights included a number of conferences and forums taking place within the framework of FIBO; such as the second FIBOmed Congress, which had the theme; “Exercise is the Medicine of the 21st Century.” Providing a successful kick-off to FIBO was the first European Health and Fitness Forum – a summit meeting of the European fitness industry,

associations, politics and the healthcare system – which took place the day before the trade fair opened. More than 200 participants attended including the CEOs of Cybex International, Johnson Health Tech, Life Fitness, Precor and Technogym. CEO of Reed Exhibitions Deutschland Hans-Joachim Erbel said: “With the move to Cologne, FIBO stepped up into the league of global trade fairs – a fact that is

impressively underscored by this year’s results.” FIBO event director Ralph Scholz added: “Each year we get closer to realising our objective of expanding FIBO’s influence beyond the initial fitness market to cover the entire spectrum of fitness, wellness and health.” The next FIBO takes place from April 9-12 2015 at the Cologne Exhibition Centre.

Ambitious initiative launched at first Forum THE first European Health and Fitness Forum took place as part of FIBO, launching an ambitious initiative to raise the number of gym members in Europe from about 44m to 80m in 2025. The forum aimed to analyse the current health and fitness trends in Europe and to set common goals towards defying health problems by increasing the number of active people. The highlight of the event was The Future of Health and Fitness – A Plan for getting Europe active by 2025, a study which described demographic, health-related and economic trends in Europe. It also looked at the role of fitness in combating the enormous health problems Europe is faced with. The forum also included a presentation on the findings of a new EHFA / Deloitte Study on the European Fitness Market 2014, presented by Niels Gronau, senior manager at Deloitte’s Sports Business Group, The study introduced information on the leading sector actors, individual profiles of countries, analysis of the 2013 Eurobarometer figures, European market shares in the fitness sector and other significant information. Other topics discussed included funding opportunities for the sector, the consequences of investing in the prevention of disease – rather than on treatment – and fitness training for

The Future of Health and Fitness – A Plan for getting Europe active by 2025 was launched at the first European Health and Fitness Forum. the 50-plus age group and young people. The event was attended by more than 200 participants, from all across Europe and was organised by FIBO and EuropeActive. Member of the EuropeActive board

of directors Herman Rutgers said: “It is very positive to see the tremendous response to our initiative to organise a forum with debate among the stakeholders and not a traditional congress. “The platform, which was launched

by EuropeActive with our partner FIBO, will be strengthened for next year. “Save the date of April 8 2015 for an exciting second EHFF in Cologne, again on the day before the opening of the FIBO tradeshow.”

UK FITNESS SCENE

Major changes to make show the best ever By Christina Eccles A NEW venue, dates and even a new name will ensure this year’s FitPro Convention will be bigger and better than ever. Now known as FitPro Live, the event will take place from July 18 to 19 at ExCeL London and promises a weekend of informative educational sessions, including hands-on workshops, masterclasses and innovative seminars, presented by the world’s most knowledgeable and influential fitness professionals. Featuring experts such as Dr. Paul Bedford, Rachel Holmes and Caroline Pearce, sessions include everything from personal training to nutrition, mind and body, group fitness and business advice. The Live Zone element of the show is now three times the size and will be a chance for visitors to discover exciting new fitness trends in the industry, as well as being the first to see the latest product and service innovations and vibrant live demonstrations. FitPro Live will also showcase groundbreaking group exercise ses-

sions from providers such as INSANITY and Playboy Bunny Bootcamp and exclusive launches, including ViPR Group Fitness from FitPro. FitPro Live will also play host to the Fitness Professional Awards 2014, where trophies will be handed out in categories including Fitness Professional of the Year and the FitPro Award of Excellence. Director of commercial operations (Europe) Fergus Ahern said: “FitPro Live is a great opportunity for instructors and personal trainers to network, discover new group exercise concepts and receive education from top educators within the health and fitness industry. Not only have we massively increased the size of the venue and the event, meaning that more delegates can attend, but this in turn has allowed us to reduce the ticket price, making it more accessible to all industry professionals.”

BODYPOWER PREVIEW

With just weeks to go until this year’s BodyPower Expo, Workout takes a look at how plans are going for the event – and previews what visitors can expect to find at the UK’s largest consumer health and fitness exhibition...

BodyPower attracts visitors from more than 100 countries, providing a spectacle of fitness and power sports, as well as competitions and visual displays.

Constant innovation keeps show at the top of the pile SINCE its formation in 2009, BodyPower has become a staple fixture on the domestic and international fitness calendar. And in 2013, the show welcomed a massive 55,000 attendees. The event is attended by visitors from over 100 countries, providing a spectacle of fitness and power sports, competitions, engaging visual displays and, with the addition of BodyPower Fit, an assortment of educational seminars. CEO Nick Orton explained: “To continually grow and showcase the best exhibition of its kind in the world, BodyPower requires constant innovation and new ways to improve. “Year on year we try to add something different to make each event bigger and better than the last. We invest in market research to ensure we understand what our visitor wants, developing new angles while retaining our core market. This feed-

“We are trying to positively shape the future of the global fitness industry.” back ensures we are in a position to deliver every time. “BodyPower is expanding to India and South Africa in 2014 and the motivation for us is that as our reach extends so does our capacity to inspire people to get fitter and lead healthier lives. We are trying to positively shape the future of the global fitness industry.”

What to watch out for this year

BodyPower CEO Nick Orton.

BodyPower Feature Areas: Home to superstar athletes and some of the world’s most popular trainers and nutritionists, the Super Theatre will be a central attraction in Hall 11 for 2014. The auditorium will host inspiring Q&A sessions, training tips and nutrition advice, with seating for up to 1,500 people. In association with British Weightlifting, the Olympic weightlifting area returns as a key feature within Hall 10. Showcasing some of

Britain's top competitors, including Olympic and Paralympic athletes and coaches, visitors will be able to enjoy demonstrations as well as the opportunity to sample the sport in practical interactive sessions. For advice on how to get ripped and in shape for summer, Beach Body Stage will be returning to give visitors the chance to get up close to some of the world’s leading fitness models and if you’re looking to enhance your training and nutrition knowledge, The Academy will be open to all ticket holders, educating visitors to facilitate a healthier nation through an inspirational programme. A selection of guest speakers will present across a packed three-day schedule. Visitors can enjoy an array of seminars and discussions on topics including nutrition, training and fat loss. The official IFBB sanctioned BodyPower Pro will be the only pro show taking place in the UK in 2014. BodyPower Pro is set to feature an exciting and varied, three class lineup. Visitors can expect to see top names from the world of bodybuilding battling it out in a 212 class, women’s Figure and for the first time ever in the UK, BodyPower Pro will welcome a Pro Wheelchair class. Names already confirmed include IFBB and WBFF Pro Wheelchair athlete Nick Scott and IFBB Pro Wheelchair athlete Daniel Smith.

New Product Launches: BodyPower Expo will also be playing host to hundreds of exhibitors across all areas of the health and fitness market, promising something for everyone. Exhibitors promoting new products at the show will include TWIST – a new concept in the ready to drink market – Legacy Performance Sportswear; CHECK and Protein Pouch. Another newcomer hoping to pave the way in science within the sports supplementation arena is Transdermal Technology, while Premier Training International will be taking centre stage at the event with nine sessions taking place across the weekend. Athlete Appearances: 2014 is set to be bigger than ever, with bodybuilding giants including Mr Olympia Phil ‘The Gift’ Heath, Mr Olympia 212 Flex Lewis and Mr Olympia runner-up Kai ‘The Predator’ Greene all confirmed. Over the course of the expo weekend, visitors can take advantage of the opportunity to meet their icons who will be available for meet and greet sessions and photo opportunities. Nick added: “As the show has gone from strength to strength we have always retained bodybuilding as a core element. Continued on page 42.

BODYPOWER PREVIEW

The Academy will be open to all ticket holders, with guest speakers educating visitors to facilitate a healthier nation through an inspirational programme.

Four-time world champion to host series of sessions “It’s important to acknowledge the loyalty and passion of bodybuilding fans, many of whom go to incredible lengths to meet their role models. “Being able to secure the likes of Phil (Heath), Kai (Greene) and Flex (Lewis) is testament to the continuing popularity of the show and showcases our ambition to keep pushing the boundaries and bringing the very best names to Birmingham.” Workout Trade Lounge: The WorkOut Trade Lounge will be located in the heart of the expo and will be exclusively available to trade delegates. The area provides an opportunity for visitors to connect with like minded individuals on the latest products, services and innovations in the market and will be located in Hall 10. WorkOut director Tony Barry added: “BodyPower Expo has become the leading fitness show in the UK by offering superb value for money, from the professional event organising team to the overwhelming number of visitors the expo delivers. “WorkOut Magazine has had the chance to meet with both our trade suppliers and our highly valued read-

ers; it has also enabled us to meet with highly sought after new businesses and readers. “Every year the show excels in offering even more visitor attractions and ensures visitors are entertained and keep coming back year after year.” Hatton Academy Training Sessions: A record number of people are set to find out what Hatton Academy can do for their training regimes at this year’s show. Four-time world boxing champion Ricky Hatton will personally host a series of 30-minute taster sessions at the event, enabling personal trainers and group exercise instructors to get a feel for how the Hatton Academy works. Ricky added: “There’s always a great atmosphere at the BodyPower Expo, but this year sounds like is going to the best yet. “I think everyone knows I love a good crowd and the more people we can teach new things, the merrier. “Since we launched the Hatton Academy, it’s gone from strength to strength and being at BodyPower will allow a few more people to get a feel for what our courses are about and what we can offer them.”

Ricky Hatton will host a series of 30-minute taster sessions at BodyPower.

Bodypower Expo will return to Birmingham’s NEC from May 16-18. For more information on all the feature areas and to purchase tickets online visit www.bodypowerexpo.co.uk

UK FITNESS SCENE With the media focus on physical appearance at an all time high, the public is constantly bombarded with images of what is perceived to be the ideal body shape. In a special feature, Workout looks at what the industry can do to shift the focus back on to health rather than aesthetics – and reveals some top tips for operators on how to help members feel their best.

Shifting the focus back on to health FROM operator marketing campaigns to the messages trainers push out to clients in their gyms, the fitness industry has a vital role to play in promoting body confidence, according to experts. ukactive CEO David Stalker explained: “Physical activity is a long term healthy lifestyle choice, not a decision to be made based on aspirations for a particular aesthetic. “The media bombards us with images of body shapes that are often unattainable and the conversation on obesity has overshadowed the physical activity agenda – which is fundamentally about getting people moving, regardless of size or shape. “The psychological effects of body dissatisfaction can be devastating. The industry has a responsibility to ensure that emphasis is placed on the fitness of our hearts, not the size of our waistbands; from operator’s consumer marketing campaigns through to the messages delivered by trainers on the gym floor. “By redefining the focus, we’re laying the groundwork for physical activity to become habitual, which ultimately leads to higher self esteem and a more positive body image. A change in focus will also open up a whole new market.” Award winning personal trainer Kim Ingleby works hard with her clients to give them the skills and confidence to believe in themselves and she told Workout, there are several things which trainers can – and should – be doing to push positivity, confidence and a healthy lifestyle. Firstly, she claims, it is important for trainers to find out the motivation of the client – why do they want to become lighter, fitter, happier – and then ask them what they will gain by

ukactive CEO David Stalker (above) and award winning personal trainer Kim Ingleby. achieving this. According to Kim, this secondary motivation is key, as this is what takes them from losing weight to making the goal personal to them. Her advice for trainers to help them create a positive mindset with clients includes: Find out what is limiting them. Get them to write it down, how it makes them feel, then how they would ideally like to feel and be. Then create a couple of stepping stones to change the habits, reinforcing this will take a little time, but over a six week period is possible. Get your clients to journal daily how they feel. Three things they did well, two things they learned and would do differently. This is key... self awareness. Listen to their language and start to notice what they say to themselves. Instead of saying I'm trying to get rid of this.. saying I am focusing on having a stronger, flatter stomach. It will take time and be uncomfortable but this is worth more than being stuck in

limitations. Build a vision board. Buy a pin board and put pictures, quotes, people, places that inspire them. Stick it up on the fridge or somewhere their brain will see daily to reinforce... get the family involved. Try and make sure they don't worry about a bad day. This happens, learn from it, accept and move on. Encourage clients to let go of comparisons... instead model excellence. Look at the person you are comparing with, ask yourself what it is about them you like/want and work towards making it happen. Comparison only limits and sabotages you, modelling excellence empowers you. She added: “As a trainer do and practise all of the above. “Only by becoming content in the person we are can we reflect contentment and understanding with our clients. “Be human, don't be afraid to share the fears and learnings, whilst always empowering your client to be their best for the life they want.”

Tips for boosting women’s confidence WRITER and blogger at www.poutinginheels.com Katie Portman is on a mission to help women feel good about themselves. Here she shares her top five tips for gyms on how to boost female members’ body confidence... Promote different body shapes across the gym rather than an ‘ideal’ female shape. Show that beauty and fitness comes in all shapes and sizes. Strength, inner confidence and good health is what it’s all about, not unrealistic body shapes. Create a positive member culture by encouraging female members to support each other in their fitness and weight loss goals. This could be done in the form of holding regular

social events or via a mentoring/ buddy up scheme for new members. Remember the best gyms are positive, judgment free places. Use only inspiring, positive imagery and words whenever and wherever possible. A great place to encourage some positivity and body confidence is in the changing rooms, as this is where most women will feel vulnerable. Add stickers to mirrors saying things like “You are beautiful”, “Your body is looking amazing” “Be proud of your body.” Hold confidence boosting sessions and events providing things like nutrition advice, talks on how to achieve positive body confidence, beauty treatments, real life member

stories etc. Provide special classes and programmes aimed at boosting body confidence such as burlesque fitness classes, gentle classes for pregnant members and/or new mums who Katie Portman may be feeling sensitive about their bodies or sessions for older members.

SUPPLEMENTATION AND NUTRITION

Chef combines his two loves to develop protein ice cream By Christina Eccles

App launch PEOPLE struggling to lose weight have been given a helping hand with an app which uses revolutionary hypnotherapy methods to help users think themselves slim. The £4.99 Virtual Gastric Band App uses a combination of six different hypnotherapy sessions, a food photo diary option and water tracker, before and after photo record and a weight loss tips e-book to support users during their weight loss journey. It was created by hypnotherapists James Holmes and Sue Peckham who launched the product after achieving impressive weight loss results with clients at their Hampshire based clinic. Their ethos was to create a cheap weight loss support tool; giving people an alternative to expensive slimming club subscriptions by providing an online support community which is free to all App purchasers.

A SUCCESSFUL chef has combined his two loves of fitness and food to produce a range of high protein ice cream, which is now stocked in gyms around the country, as well as being enjoyed by Premier League football teams. The idea for Protein First came from founder Graham Wood’s unique career background where he merged his role as a private chef with working as part of a close protection team to wealthy individuals. He explained: “I’ve taken sports supplements and most of them taste extremely nasty – like drinking ready mixed concrete – and leave an unpleasant chemical aftertaste. “I thought, ‘I can do better than this’. I wanted to make something more user-friendly which was not purely for the ‘sweat and steel’ market. “I wanted to make something with a great flavour. Some people just take a pill – I wanted to produce a luxury product which can be seen as a reward, something that might appeal to women in gyms as well. “First and foremost it has to have the right nutrients. But then I get my chef’s hat on to make it taste amazing. The skill is taking the nutrients and balancing the flavours.” Each pot of ice cream contains 15g

Chef Graham Wood has created Protein First. of protein and multi-vitamins and minerals and after initially starting the business from his kitchen, Graham is now based on the Teesside University campus where he is developing other products in the range. He added: “Having my own business is a great responsibility and a great challenge, but you gain a great sense of achievement from it.

“It’s not always been easy but the support is out there. I turned up to a Teesside University workshop on intellectual property and discovered this whole new world of support. “I turned up to every workshop going. I have discovered a new passion for learning and even better if it directly applies to what I need to achieve.”

SUPPLEMENTATION AND NUTRITION

Weight loss expert launches awards

A fat burning supplement created specifically for women is now available from BodybuildingWarehouse.co.uk. Warrior Princess Blaze has been developed to speed up metabolism and control appetite, helping women achieve a leaner and more toned figure. The product is available in capsules and contains scientifically supported ingredients including green tea and raspberry ketones that have been tested to ensure they reduce appetite and increase metabolic rate when used alongside a sensible diet and exercise plan. Managing director at Bodybuilding Warehouse Kieran Fisher said: “All of the ingredients have been chosen to ensure they give women a slimmer and more toned figure. We have already had huge amounts of interest in this product and expect it to become a best seller.”

Paralympian supports campaign COELIAC UK has launched a new ‘Gluten-free Guarantee’ campaign to help people living with the condition to manage their diet. As part of the campaign, the charity is aiming to improve the availability of gluten-free foods in stores across the UK, asking supermarkets to commit to have in stock eight core items of gluten-free food; including white bread, pasta, cereal and flour. Chief executive of Coeliac UK Sarah Sleet said: “Can you imagine going into your local supermarket and there is no bread you can eat, not one loaf, not one slice? And when you check out the pasta, cereal or flour again there is nothing available on the shelf which means you have to trawl around two or three stores in order to be able to find your staple foods. “This is not about your preferred

Craig MacLean and his family. Photo credit: DS Greenwood photography. brand but about the major supermarkets ensuring they have sufficient stock for this growing market of people who depend on gluten-free food.” The charity has announced the support of gold medal winning cyclist at the London 2012 Paralympics, Craig MacLean, himself a sufferer of coeliac disease.

A LEADING weight loss expert and surgeon has launched an awards scheme, which recognises and rewards brands that help consumers to make healthier choices. Dr Sally Norton has created the Vavista Awards, presented to companies which can demonstrate that their products represent the ‘best in their field’ in terms of health and wellbeing. These may be healthier versions of standard food products with clear, responsible packaging and labelling, products that help consumers to increase their activity and fitness levels in sustainable ways, or those that help them look and feel better. Run on a rolling monthly basis, the awards will be open to a wide range of product groups under three categories – Food and Nutrition, Image and Wellbeing and Fitness – and will be judged by top industry experts against clear, specifically written, criteria. Indicated with an easily recognisable star-rating system, the scheme is designed to help consumers make better choices at point of sale. Dr Sally Norton said: “Having launched a holistic well-being and diet-free weight-loss site for women, www.vavista.com, I felt that there was a need to recognise companies who help consumers to lead a healthier life by supplying better food and product choices. “For this reason I have launched the

Dr Sally Norton Vavista Awards – to promote companies which can demonstrate that their products offer consumer benefits in terms of health, well being and, ultimately, happy living. “We understand that category leaders might represent a ‘better’ choice through completely different values which is why the Vavista Awards do not have winners and runners up but instead judge products on their own particular merits. “I have selected a wide panel of judges who are in tune with our ethos: experts and pioneers in their field who promote well-being through better choices within their own workplace. Products which achieve top ratings will be considered for feature on our consumer site so, by being involved, companies can showcase their products to a highly relevant audience and add objective credibility to their market position on healthy living.”

SUPPLEMENTATION AND NUTRITION

Cardio 40 Lifestyle Challenge gets off to successful start By Christina Eccles

Visit USN at BodyPower Expo COME to the USN main stand to try samples of all your favourite USN products and also be the first to try new USN products. There are also some exclusive offers that you will only get at BodyPower – go the main stand and you will also receive a free USN gym bag with every purchase made on the day. We will have all of our USN athletes on stage throughout the day, as well as competitions to win USN products; posing routines by Dave Titterton, Heather Schofield, Lee Powell and William Bonac; Capital Radio USN 12 week Body Challenge Teams will be there to share their inspirational story so far; Q&A with Ryan Terry, Max O’Connor, Emma Storey Gordon and Rory Norman; rugby stars from

Widnes Vikings and Gloucester Rugby, plus much, much more. USN also have the USN Fitness Gym at the back of this stage. Watch the athletes work out, giving you advice if you want to learn how to train your shoulders or your abs – also you can sign up for a 20 minute personal training session. Come to the stand to sign up – places are limited! In the USN Fitness Gym we are also doing a shaker and workout T-shirt amnesty; if you have an old shaker or gym t-shirt, go to the gym section and exchange your t-shirt or shaker for a free USN Shaker or a USN T-shirt. (Note: one per visitor) Also visit the USN Stage where there will be competitions going on throughout the day.

AYRSHIRE based fitness instructor Louie Fecou and food scientist Nicky Fletcher have been achieving success in their local area by running challenges which combine workout sessions with nutritional advice. The Cardio 40 Lifestyle Challenge is designed to make people look at what they are doing in regard to their diet and activity and encourage them to make simple changes they can implement in their day to day lives. Since starting the project in January, the pair have run four groups and Louie told Workout, so far things are going well, with clients achieving great results with their weight loss. He added: “The challenge so far has been a great success for both Nicky and myself. “Many of the clients have goals they want to reach such as weddings and holidays, and these act as great motivation for them. “After the client has completed the initial five week programme, we encourage them to attend a weekly weigh in so we can keep an eye on them. Clients that enrol receive their weekly food plan and emails from us that help them stay focused and inspired. There are no supplements,

Louie Fecou and Nicky Fletcher. shakes or pills to take, the plan is based solely on eating clean and exercising.” Louie added they now hope to launch the challenge online to enable a wider range of people to take part and that he’s happy to hear from fellow instructors interested in learning more about the plan to teach to their clients.

PRODUCT NEWS

Ricky boxes clever with Premier at BodyPower

Prestigious club adds new kit to offering THE prestigious Chelsea Harbour Club has broadened its equipment offering to include Life Fitness’ HD Elite and Synrgy. Members at the venue, located in one of the capital’s most affluent neighbourhoods, have an appetite for personal training. As a result, the new equipment provides opportunities for personal trainers to deliver a diverse range of one to one and small group training programmes. The installation of functional training system, Synrgy360XM provides personal trainers with six training spaces, occupying a relatively small floor space. This creates a compact, diverse training environment with a focus on encouraging social interaction. General manager Charles Jude said: “The installation of this equipment

has been very well received by members. Small group training is becoming more and more popular and the inclusion of Synrgy360XM and HD Elite has created an excitement amongst the membership which we are keen to build on.” The strength offering has been further enhanced by the addition of Signature Series benches and racks. Charles added: “Many of our members are local residents looking to maintain a reasonable level of fitness but we also cater for a number of professional footballers including several of the Chelsea Football Club first team and tennis players. “As a result, our gym equipment needs to be durable and able to adapt to a wide range of needs. The recent investment with Life Fitness has meant that we are able to deliver this much more effectively.”

PREMIER Training International has announced its presence at BodyPower Expo 2014 with a powerful straight right to the solar plexus. Ricky Hatton, the former WBA, IBF and IBO Light Welterweight boxing champion, will be a big part of Premier’s contribution to the event, running exclusive master classes throughout each day of BodyPower 2014 on May 16 to 18 at the NEC in Birmingham. From Premier’s H50 stand, Ricky will be holding his master classes each day at 11am, 2pm and 3.30pm. As an added extra Premier will be running competitions to win some brilliant prizes, including a signed photo of the boxer himself, five places on the Hatton Academy Advanced Boxing Workshop and a selection of Premier Training vouchers. Premier’s team at the Expo will also be offering a range of cutting-edge exercise demonstrations – so the stand is well worth a visit. However, Premier’s involvement

with BodyPower 2014 doesn’t just end there. Premier is also sponsoring the Expo’s educational conference for fitness professionals, BodyPower Fit. Held in conjunction with the main BodyPower Expo, Premier will present a number of specialist sessions at BodyPower Fit designed to give professionals career-developing insight into specific areas of fitness. Global marketing director Victoria Branch said: “Once we discovered that BodyPower were introducing an event purely designed for fitness industry professionals, we felt this was exactly what the industry needed. Given the objective of BodyPower Fit and the educational theme, we were delighted to provide sponsorship and support. Premier Training is dedicated to raising standards, and we share that mantra with BodyPower. Events such as BodyPower Fit are a great way to showcase our quality training services in such an inspiring environment.” For more information visit www.premierglobal.co.uk

School gym refurbished

Firm brings concept to life CUSTOM designed equipment, impactful branding and clever use of space is helping a Sheffield gym deliver a quality experience to its members. After searching for the right supplier, the team at Fitness Garage chose Absolute Performance to bring their concept to life. The gym, known as the Body Shop, occupies 5000 sqft, but its relatively narrow shape meant the company had to come up with some clever ideas to ensure every square foot was used effectively. The centre piece is a custom designed 30m long prowler run, complete with the FG logo and brand colours; while the Devil’s Playground at the end of the gym includes a tai-

lor-made branded boxing ring with supporting punch bags, a multi-functional rig, a full range of competition kettle bells, battle ropes, climbing ropes and plyometric jump boxes, all from the AP Functional Training Series. There is also an Olympic weightlifting zone and free weights area. Co-owner of Fitness Garage Gemma Woodhead said: “I wanted to make the Fitness Garage a place where everyone feels welcome and are able to achieve their personal goals in a truly unique environment. “With Absolute Performance’s expert advice, patience and sheer determination to get the job done, we have succeeded in achieving our vision.”

FULLERLIFE Health and Fitness Centre, the community orientated club run by Watford Grammar School for Girls has been refurbished and relaunched with a new range of equipment supplied by SportsArt Fitness. The FullerLife club has been designed to provide a high quality facility which includes a fully equipped gym, aerobics studio, swimming pool and sports hall with the goal of creating a fun, non-intimidating, friendly environment for school pupils, parents and the wider community to train. SportsArt supported the complete process for Watford Grammar School for Girls by providing design and gym

layout options and suggesting pieces of equipment for the gym. FullerLife were particularly impressed with the SportsArt Pinnacle trainer, as it offers more functionality and different ways of training – perfect for a predominantly female gym, used by young women. Fitness manager at FullerLife Andy Oakley said: “SportArt have provided us with sleek looking, quality and robust equipment. Their sales team took the time to listen to our needs and provided us with exactly what we wanted. “They provide excellent customer service and support, we couldn’t be happier to continue to work with them.” Beast Yourself sports supplements are the most scientifically advanced and highly dosed products available on the market today. Beast Yourself is a hardcore phrase for ‘pushing yourself hard’ which is exactly what your customers will be doing when supplementing with this range. Beast Yourself perfectly encompasses not just the individual products, but also the nature of the person taking them. To find out more email info@BeastYourself.co.uk or visit www.AffordableSupplements.co.uk

PRODUCT NEWS

Horses for courses By Mark Laws, Jordan Fitness IF you believe everything you read then you would be left with a very small list of equipment that is safe to use and a very long list of exercises that will do more harm than good. You shouldn’t do squats. You should do squats. You shouldn’t do crunches. You should do crunches. You shouldn’t use stability balls. You should use stability balls. Kettlebells are good for you. Kettlebells will kill you if you look at them wrong…sometimes it’s hard to know what you can/cannot do. Our industry is constantly evolving so something that was the best exercise EVER a few years ago, could be proven to be terrible today, but in five years’ time it might be amazing again. Well I am going to stick my neck on the line and say there are NO BAD EXERCISES!!! Every single exercise you can ever imagine, with any piece/s of equipment is good…but can be badly prescribed – and this is the problem. Too many fitness professionals are lazy in their programming, and too naïve in their understanding of how their client’s body works. I am guilty

Mark Laws of this myself in the past, and I am sure you are too. We end up with generic programmes that get dished out to every single client, and sooner or later there will be people doing exercises that are completely inappropriate for them…and this is when accidents happen, and/or progress stops, and/or your business suffers. We are all entirely unique, so our exercise prescription should reflect this. As a fitness professional you would benefit greatly from assessing your client’s posture and gait, and identifying any areas of weakness (for details

on our brand new ‘Functional Rehabilitative Training’ course contact marklaws@jordanfitness.co.uk to up-skill yourself in these areas). Once any problems have all been ironed out and your client’s body is functioning as ‘normally’ as possible then you can start to increase the complexity and intensity of what they are doing. Depending on their goals/ hobbies/sports they play you can start to experiment with exercises that to the untrained eye may look ‘dangerous’ or ‘ridiculous’, but for what you are wanting to achieve they are ‘functional’. Not functional for everyone though – and this is why each and every programme should be specific to each individual. There may be elements that are similar, but no two programmes should be EXACTLY the same. If you can master this then you can learn to ignore all the hype over which is the latest exercise that should NEVER be performed, because you will know that everything you do is done for a reason – to increase the functionality of your client…whatever that may be. And sometimes it’s nice to just be able to show off a bit.

Introducing Escape TIYR™ THE Escape TIYR maintains the rawness of flipping strongman tyres and delivers all the original fitness challenges but with none of the downsides of scrap tyres. The TIYR is soft but strong, simple but innovative and super tough just like the ‘real’ thing. With a patented design and construction, the bright and bold colours make the TIYR inclusive and encourages clients to get involved, allowing people of all levels of ability to benefit from this unconventional strength training tool, while doing something new, different and fun in the process. The ergonomically designed handles allow for lifting, carrying and flipping while simultaneously creating anchor points for attachments like ropes, speed resistors and power bands for even greater workout variety. Available in three weights, the design, quality materials and manufacture means it can be used in the studio, on the gym floor or outside.

Gym opens at Sports Village For more information order your copy of the Escape Fitness brochure at www.escapefitness.com/2014-brochure or call 01733 313535.

Firm acquires Harlands DEBITSUCCESS, part of Transaction Services Group and Australasia’s leading payment solution company, has acquired direct debit billing provider Harlands Group, further expanding the company’s international operations. Debitsuccess is based in Auckland, New Zealand, and also has offices in Australia. Operating for 20 years, the company specialises in the delivery of recurring payment solutions for a wide range of industries and processes more than 30m transactions annually. With Harlands Group now under the Debitsuccess banner, the company is further building its capacity and capability in international markets,

particularly in a region that is seeing substantial growth for recurring payments and related solutions. Harlands Group joint managing director Kevin Scott said: “This association will see a number of benefits – from support at a governance and executive level to further enhancing the value of our operations.” Last year Debitsuccess acquired Milton Keynes-based DFC. Both Harlands Group and DFC will continue to operate as independent entities in the market. Post acquisition, Harlands Group aims to continue to deliver the highest quality service to clients and customers as the company evolves and expands.

ACTIVE Newport has launched its newly refurbished gym at The Wales National Velodrome in the Newport International Sports Village. In keeping with the top flight cycling velodrome used by national cycling teams, the gym needed to be a statement of both local culture in design and state of the art equipment. Fitness team leader Kris Dowding said: “We were seeking a new product that would launch our club ahead of the local competition and fit in with our new focus on functional training. “The Freedom Climber was our answer encompassing fun, functional training and practical application. We have had a double integrated wall with functional panels installed and it has increased our functional training and created a unique selling point for our gym. The wall has been a successful installation that customers and staff enjoy using to reach their goals. “The gym features local slate walls in reception and we have created a scene of Snowdonia over the Freedom Climber to create a strong visual impact when potential members are shown around. The Freedom Climber team have helped us create a stunning feature wall in our functional zone to achieve an amazing gym.”

Ostrich added to GSN range INTRODUCING the newest protein packed creations from Gold Standard Nutrition: GSN Ostrich Burgers and Ostrich Fillet Steaks. Boasting a meaty 30g of protein per portion, GSN Ostrich Burgers and Fillet Steaks bring a once exotic meat to a commercial market and show they are a perfect addition to any athlete’s diet. Extremely high in nutrients and protein like red meat, but low in fats and easy to digest like white meat, ostrich gives you the best of both worlds. Adding to the already diverse range of GSN Steam Cooked Chicken Fillets and Pots O Gold healthy ready-meals, these Ostrich products are as tasty as they are nutritious and help expand the Gold Standard Nutrition range. With over 150 stockists in the UK, and another batch of freezers just becoming available for potential new stockists, there has never been a better time to join Team GSN. If you would like to stock our products ring 01757 211 740 or visit us at BodyPower on stand B63.

Floor solution

FROM bespoke functional markings and logos, to multipurpose seamless sports floors, free weight, functional and rehabilitation surfaces; MnD floors can offer you a flooring system that will meet your facility’s requirements, sporting applications and budget. The company aims to be a one stop shop for flooring requirements and can offer a supply and install or supply only service. MnD Floors can offer a flooring solution for your main gym, as well as products suitable for wet rooms, changing rooms, walkways, cafe and reception areas. For more information visit www.mdfloors.co.uk

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