Work Out (April)

April 2009

The UK’s No 1 fitness industry magazine

WorkOut calls for fairer deal for owners Exclusive by Nicola Hyde AN MP is backing WorkOut’s new campaign to win a fairer deal on VAT for thousands of independent gym owners all over the UK. WorkOut has been inundated with letters and emails from readers, complaining they don’t get the same tax breaks as local authority-controlled or charitable trust health clubs.

Currently, a member of a privatelyowned gym has to pay 15 per cent VAT on their membership – while memberships at council-run facilities are VAT-free.

And independents claim while they have to fork out thousands in business rates, council and trust-run gyms get heavy subsidies, with many getting grants for new kit, refurbishment and improvements.

Independents insist this gives their rivals the upper hand and now an MP has taken up the case of one operator who claims he can’t compete against a trust-run gym which is less than a mile away.

South Yorkshire MP Jeff Ennis has brokered talks between Ian Williams, of Empress Health Club in Mexborough and Stephen Timms, the financial secretary to the treasury.

Mr Ennis said “It’s a difficult issue to

resolve to everybody’s satisfaction because of the problem we have got in terms of difference between a gym running as a charitable status, a council-run facility, a small independently-owned and then the big chains. We need to look at some kind of mechanism to combat this.”

But, during the meeting, Stephen Timms revealed the government cannot afford to lose the billions of pounds of income it receives from VAT payments and dismissed the request.

The MP added: “His feeling was if we scrapped VAT payments for independent gyms then we would be subsidising a commercially successful business, giving some sort of precedent for other businesses.

“I think the crux of the problem is how to differentiate between the big guys. There should be some mechanism that allows a cut-off point to make allowances for the small operators as opposed to chains who really do seem to have quite high profit lines.

“The key is to find some sort of way to determine how we can help the small independents and if they have any suggestions I would be happy to hear from them.”

I Turn to Page 3 for more

No 187 £3

Recession not hitting gym stats

Celebrity personal trainer Mark Anthony has been whipping 80’s pop stars into a shape for a new TV series. Mark worked with performers including Mike Nolan and Cheryl Baker to help them slim down for Pop Goes The Band, which also features Cleopatra, Dollar and boy band 911. Mark – who has also trained Jordan and Billie Piper – helped transform the stars for the show using his ‘Six Week Body Plan’.

GYM memberships are not being affected by the recession, according to the results of a recent survey.

Research has shown that for existing gym members, spend is set to remain stable throughout 2009, with almost two thirds of consumers saying they expect expenditure to be the same as last year and 19 per cent saying they expected to pay more. But there is little movement from nongym members – only five per cent who did not have gym membership in 2008 said they would join in 2009.

Nunwood, the customer and market insight agency, asked a nationwide sample of 1,000 if they thought they would spend more, the same or less on gym membership in 2009 compared to 2008. Senior analyst Lucy Parry said: “People who are already committed to gym membership are clearly not sacrificing the ab crunch in the credit crunch. But persuading new people to join is more difficult – with the vast majority of nonmembers likely to stay out of the gym in 2009.”

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For the last 12 months Workout has been fielding complaints from independent gym owners about the unfairness of tax breaks for council and trust gyms. Nicola Hyde and Christina Eccles report.

Call for independent gym owners to continue fight IAN Williams, of Empress Health Club, first hit the Workout headlines last summer when he launched a campaign with the Office of Fair Trading to put private gyms on a level playing field with subsidised councilrun facilities.

He claimed that while his rates bill hit £6,900, the gym down the road got grants because it is a leisure trust. At the time, Empress offered membership for £28-a-month – but the trust gym matched that price and even lowered it for certain groups.

Two of his longest-serving members left, because they saved £7 a month and Ian was incensed. Last month, he went to make his case for the independent operator to MP Stephen Timms. He said: “Basically they said there will be no relaxation on VAT – it can’t happen and I understand what

they are saying but I think they are missing the point. The issue of VAT is not the only thing I have been fighting, it’s the unfairness of competition that I think is wrong.

May 2008 The UK’s No 1 fitn ess industry ma “If it was ten miles away it Celia gazine No 176 carries on ...

October 2008 wouldn’t be such a problem The UK’s No 1 fitn ess industry ma gazine but when it’s a mile away it’s an issue. The one near me gets money from the council, is exempt from paying rates and exempt from VAT. I have to get the balance of income right on my gym, it’s not that I am against VAT, if everyone was paying the same then it wouldn’t be a problem.”

Ian says every independent gym owner who is affected should continue fighting, sending their views to the MP. He added: “The first one of us that makes the move and we win over something then it will have a knock on effect for every- WorkOut May 2008 WorkOut October 2008 one else. It cost me £400 to go down there, which I could have which received financial help. gym attempted to put up posters done without, but this is something I She said: “The government goes on promoting its business – only to be want to win, I would go down there told they weren’t allowed by the about fighting obesity and we are again tomorrow.” council. She said: “The government providing an offer of £150 for the first Lisa Thompson, manager of No should start fighting for businesses year for the over 60s – you can’t get Limits Fitness in Hexham, slammed like us because it’s not a fair playing any better than that. field. We are doing the same as the the government for its lack of sup“But we are helping the government leisure centres. The government port after becoming worried about and they don’t go anywhere near makes it harder for us. increasing competition from rival helping us. We realise how hard it can “They should be looking towards us facilities which receive funding. be for people and are doing things to as we are providing the public with a She says a new council run leisure help them so this is frustrating.” service.” centre has been opened nearby She said the crunch came when the

Steve seeks support for campaign

A TRIUMPHANT fitness instructor allowed to contin has been ue entre in Sussex afterworking at a leisure being told she was ld to take classes too .

Council officials have ld Celia Powis contin agreed to let 70-yearue teaching popmo ility at Worthing Leisure Centre, after she ppealed against the decision not to renew er contract.

The law allows emplo yers to force people retire at or after the mployees are allowe age of 65, but d to argue their ay on. case to ollowing an appea l ct has been extend hearing, Celia’s coned until 31 Januar 09, when it will be y reviewed again. uncan Anderson, manager of counc rthing Leisure Centre il-run

By Nicola Hyde ision to terminate , made the initial her employment A FURIOUS gym . owner is seekContinued Page 3 ing support for his campaign to force the govern ment to scrap unfair VAT charge s for independent operators.

Steve Hammond, owner of Sundance Health and Bristol, has already Fitness in started contacting MPs but is now looking for support from other gym owners.

the club.

Gym owner claims unfair treatment

“We have no money to invest in new equipment but they are opening all these new council

By Nicola Hyde gyms which are destroying my unfair business market.” practice. There is AN INDEPENDE NT gym owner has something wrong Steve says his memb when you are launched a legal ership rate camp unable to compete has not changed Office of Fair Tradin aign with the with other comin almost ten panies in the same g to put private years as he faces gyms on a level such stiff combusiness, someplayin thing has to be done.” petition from the subsided council-run g field with council gym, where it is cheape faciliti Ian hopes his campaign es.

Ian Williams, of r. will allow He said the govern Empress Health every He added: “I don’t privat ment’s ely owned gym in Club in Mexborough rulsee why they ing which allows the should have a 17.5 country to be VAT leisure centres precedent for other , wants to set a per cent exempt. He to pay no VAT on advantage. For us, gym owners in gym memberhopes the move the country who that’s the difship is destroying will bring memb face ference between the ership prices down, having two new independent operat market for problem about VAT the same even winning ors. treadmills or skimpi paym heavy subsidies ents.

He said: “I want ng by.

Private health club from the govern the govern“People just don’t memb ment. ers ment to give more have He seem to see added: “I haven’t to pay VAT on subsc support to the value of a smalle got a riptions where the private sector problem with things r gym. The council leisure centre and give us a local authority gym bit of light at the membership, subsid like free gym near me Ian says while privat s are VAT free. end of the tunised closed gyms, or nel. We are having about eight years no VAT – as long a fork out thousands e clubs have to ago, but as it’s the same for they have reopen time at the mome very tough for business everyone. We do ed it and are nt. rates, council and the same job that “VAT is an issue leafleting. trust-run gyms because it they do, we can get heavy subsid becomes quite a help “Some of their rates ies and grants for big factor in sity problem in this tackle the obeare below new kit. profitability. I am the rates I can compe country, so why charging £30Personal trainer Simon can’t we have the te with so I a-month but after He added Lovell am : has same “It’s losing won unfair VAT lishing deal to promot a six-figure pubcustomers. It just and I want a Empress offers memb treatment?” leaves us with £25.33 that only doesn’t seem fair. developed with his e the healthy eating plan he has level playing field. These gyms and out of ership for I have worked clients. Simon, who that you have to are £28-a-month – but personal training in runs The Heat getting subsidised out of in this industry for service the when a leisure Devon, rate pay15 years and membership, pay trust gym opene ers’ money. I get Harper Collins to publish has agreed a deal with staff and have seen a lot of d just a mile away stuck with a bill the Lunch Box Diet, invest back into change but it eating plan inspired for it matched that a healthy £6,900 in rates while the club. has never been as price and is now “Even though we the gym down tough as it is several small meals by his clients based around eating the road even lowering it put a lot of now.” throughout the day. gets grants for money into keepin certain groups. because it is a He has employed the g He added: “I have leisure trust.

I Do independents the difficulty is by up to date, ed Gillian McKeith same TV publicist who kick-startjust face unfair time we put ’s career, a book agent members who have had two competition from on VAT and rates pany. He said: “Seven and a PR com- “I don’t get the same treatm been with me leisure centhere isn’t any of the top publish ent because I am a sole seven years leave tres? Turn to Pages battled to get the money left over because they save book and said it will ers in the UK trader and, to reinvest in 28 and 29 for health book of next be the 'headline right now, there £7 a month. If I our special report. is nothing I can were to add on the achieve record sales year'. I'm confident of its ability to about it. do 17.5 per cent VAT I think it’s diabo and bestseller status.” and then 26 per lical and

my letter to the Office of Fair Trading states that it is clearly

Jeff Ennis Advertising Sales and marketing director: Tony Barry

Sales manager: Lucy Hill Tel: 01226 734615 Sales executives: Daniel Lloyd Tel: 01226 734699 Daniel Parker Tel: 01226 734668

Editorial Group Editor: Andrew Harrod

Tel: 01226 734639 Fax: 01226 734478 Email: ah@whpl.net News Editor: Nicola Hyde Tel: 01226 734459 Email: nl@whpl.net Reporters: Lyndsey Smith Tel: 01226 734472 Email: ls@whpl.net Christina Eccles Tel: 01226 734463 Email: ce@whpl. net

Mary Ferguson Tel: 01226 734712 Email: mf@whpl.net

Wharncliffe Publishing Ltd. 47 Church Street, Barnsley, South Yorkshire S70 2AS.

cent in business rates I would be way above their prices and peopl e would not pay it.”

Centre in £679k revamp

Production Group Deputy Editor: Judith Halkerston Tel: 01226 734458 Email: jhalkerston@whpl.net

an

Independent gyms should train staff in personable to retain how members, according to be more guru Rosemary Conley to fitness Workout, the busine . In an exclusive interview with sswoman – who spent her first fitness club which was run from just £8 on says the biggest improv her ement managers can kitchen – ensuring they have make is a weight loss empire personal touch. Rosemary’s now has an annual £14m but she says turnover of the challenge. For more credit crunch is just another turn to page 22

www.workout-uk.co.uk

A DISUSED area of The Dolphin Leisure Centre in Bromsgrove has been turned into a brand a new gym, changing rooms and dance studio in an £679,000 redevelopment.

The changing rooms have been

designed to link the swimming and gym facilities and the 52-station fitness suite features Technogym equipment.

The transformation was helped by design and build contractors Createability.

t

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‘Independents should offer free personal training

By Christina Eccles

Personal trainer Joey Bull has released two new exercise DVDs based on her expertise in the fitness industry.

Joey, who is also an adventure athlete and TV presenter, produced The Body Reshape Plan and Ballet Workout after spending years searching for the right filming projects.

The Ballet Workout was inspired by her background as a classical dancer and choreographer and The Body Reshape

Plan came from the knowledge she has built up as a personal trainer.

She told Workout: “It will be interesting to see how the gym industry is challenged by home exercise and outdoor exercise and getting back to classic ways of keeping fit. However I believe some people will always want systems and showers and parking spaces and guidelines – and that will continue to be the appeal of gyms.”

INDEPENDENT gyms should offer personal training for free to ensure that clients get the best results, according to one gym owner.

Laurence Thomson, managing director of Ladies First and Life First Health and Fitness clubs in the East Midlands, said members should not be paying extra for services such as personal training which should be included and encouraged within the gym environment.

Laurence – who runs a mixed Life First club at Earl Shilton and two ladies only Ladies First clubs in Rugby and Kettering – said part of the gyms’ success is down to the fact that members are not paying extra for these services which other gyms may charge more for.

He said: “I think we have been successful because we give members results and offer additional extras such as free personal training.

“This should all be included in the membership fee and does work out cheaper for members if it is. Our memberships do vary but start from £8.55 per week.

“We are aiming to work harder on

the personal training side and get all members a regular programme. We are very results orientated.”

Laurence also revealed how the clubs are managing to survive in a tough economic market and why taking care of members is always on the agenda.

He added: “Times are tough at the moment but we are trying to keep our heads above water. We always have offers available but feel we offer value for money.

“We have a lot of competition in all three areas but seem to hold our own and find what works for us. We look after our members, that’s the main thing. They are not just a number.”

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Ministry of Muscle gym reveals a model ambition

By Mary Ferguson

Pat Warner from Lancashire who trained at Ministry of Muscle in preparation for the IFBB

A BODYBUILDING gym is launching a modelling agency to promote its ‘giant’ members for film and TV work.

Ministry Of Muscle in Kent boasts champion bodybuilders among its users and owners Steve Winter and Gina Iaquaniello are setting up Ministry Of Muscle Models for casting agents to find massive men to flex in front of the camera.

Gina said: “We will be specialising in providing ugly oiks – really big guys who train hard. We had the idea a couple of years ago but have been so busy that we have only just started putting it together. As far as we know we will be the only specialist agency of our kind in the country.”

Gina said they will be fussy about who they put on their books and as well as using their own members will be looking to other bodybuilding gyms for models too.

She believes there is demand for big men to fill roles such as the centurions in Hollywood blockbuster Gladiator and said the gym already gets calls from researchers looking for muscly models.

“People see our website with the pictures of the guys we have training here and see that we have what they

Pat Warner, British heavyweight finalist, with the gym owner Steve Winter want. We were even contacted by the X Factor last year when they were looking for a bodybuilder to appear on stage with Same Difference.

Unfortunately though they rang us the night before they wanted us so no-one was available.”

One of their gyms members is the famous wrestler Bill Bridges, who worked as a stunt double for Sean Connery in some James Bond films.

Gina is hoping that because he still has connections in the film industry, he may be able to send some model-

ling business their way.

Ministry Of Muscle members will get their first taste of the small screen when they appear in an episode of Extreme Male Beauty, on air in April.

Gina added: “We also want to put our own film together that challenges people’s preconceptions about gyms like ours.

“One of our members is a producer and has put together a prototype, so now it’s just a case of getting the TV companies interested.”

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6 When Ashley Roberts bought Optimum Gym, he inherited just 31 members – but three months later the number has increased fivefold and he is hurtling towards his summer target. Mary Ferguson found out how he is making the new business work.

‘I want people going out of here smiling and saying good things about us ...’

USING the deposit he had saved for a house, Ashley snapped up Optimum Health and Fitness, rebranded it to Optimum Gym and set about driving membership.

Over 500 calls to previous members generated 39 sign-ups and a further 90 were drawn in by a leaflet drop, a banner displayed outside and word of mouth referrals.

Ashley’s ultimate target is 471, enabling him to beat the 470 members the previous owner had at the height of the club’s success.

Ashley said: “Although it had gone downhill when I took it over, Optimum used to be known as a really good gym so it’s a matter of capitalising on its previous reputation.

“I’ve introduced discounted yearly rates but if people choose to pay monthly, they are not tied into a contract. It means I have to work hard to ensure members stay motivated enough to keep paying each month but I think that’s how gyms should be anyway.

“I want people going out of here smiling and saying good things about us, because referrals are really important.”

Ashley began his career as a fitness instructor but after moving into membership sales, he realised he missed the direct contact of being on the gym floor.

After buying the club, friends and family helped with the initial clean up and painting and Ashley purchased second hand equipment which he refurbished himself.

A disused massage room has been converted into a free weights area and part of the reception area has been made into a toning and stretching zone, with plans to hold ‘ab blast’ classes during busy times – easing congestion in the main gym area.

Ashley said although he thought hard about opening his own gym at just 24, the reality of what lay ahead only hit him when he was assessing the state of Optimum’s membership.

“The hardest moment for me was going through the membership

Above: Optimum gym and top: Ashley Roberts database when I first took over – and realising there were only 31 active members left. It hit me how much of a challenge I was taking on.”

Ashley is working over 100 hours a week but said he enjoys having full control over the business and the members like knowing he is

there all the time.

He added: “It was weird and a bit scary at first when I was working 16 hours a day and in all that time, seeing just one or two people come through the door.

“But now I’m on track to smashing my membership target and all the hard work is paying off.”

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As ladies only gym Ladybird Fitness celebrates its second birthday, Christina Eccles caught up with owner Sandra McGugan to discover the ups and downs of operating an independent gym.

Sandra faces credit crunch with new kit The Kingston Fitness suite at Ennerdale Leisure Centre has re-opened after refurbishment. The Ennerdale site has been fitted with Precor stations complete with personal viewing screens – each with a ten-strong circuit from Precor’s Icarian resistance range.

Chelsea football ground to host fitness convention A NEW venue has been chosen for this year’s International Fitness Forum Expo and Convention.

about the opportunity these facilities will give both our international and UK delegates.”

It is now set to take place at the home of Chelsea Football Club in central London with facilities including eight large workout rooms, presentation suites and a large exhibition space.

This year’s convention will be split into three themes – personal training, group fitness and mind and body – with sessions ranging from hi-lo, step, conditioning, kickboxing, indoor cycling, youth group sessions, pilates and yoga.

Greg Jenkins, business development manager, said: “We have picked Chelsea for its unique personal atmosphere and perfect central location.

“Initial reactions have been unbelievable and we are all very excited

A selection of pre-convention courses have also been organised, to give delegates the opportunity to achieve a qualification certificate in classes including Big Dance, Push and Lift, Sandunga and Spirals.

FACILITIES at Ladybird Fitness include a fully-equipped gym, a studio which holds classes including circuit training, body conditioning and boxercise and a weekly weigh in class.

The gym has also recently added a vibration training plate and sunbeds.

According to Sandra, the introduction of this new equipment may help the gym beat the credit crunch as she is charging a small fee to use it – giving members the chance to add something else into their visit while also bringing extra money into the gym.

Members pay £2.50 each for 10 minutes or £10 for five sessions to use either the sunbeds or the vibration training plate and combined with extras such as weekly weigh-in classes and detailed eating plans this adds value to memberships and keeps people coming through the doors The Ladybird Fitness motto is ‘no men, no mirrors’ – a philosophy which has worked by making members feel comfortable and at ease when they are working out.

The Wigan based gym – a converted 18th century chapel – took five months to restore and and has about

300 members – which Sandra hopes to increase to 400 this year.

She explained: “We would be full at 400 members and if we could get there we would be doing really well. I had hoped to be there by this time but we will be doing a new year offer and have got a lot of leads to work on.

“If we could get another 100 members we would be very comfortable. I am going to be putting something new on our website and sending out an email shot.”

Over the past two years, the gym has built up a reputation through word of mouth and also by making sure its website is detailed and kept up to date – another area which Sandra hopes to build on and improve this year.

She added: “I am hoping we will do well from our internet site. It is good to have a detailed website and we use real pictures of ‘real’ women. People have given us good comments abut the site and ring us direct after looking on it. In one day we had eight enquiries from hits on the website and I would also like to put videos on there.”

Crunch inspires budget sector BUDGET and franchised gyms could do well during the credit crunch, according to a new report.

Market intelligence provider Key Note says that underlying demand for fitness is strong and that the credit crunch has inspired a budget

sector.

It says gyms should follow the lead of clubs like Fitness First which developed a group of smaller express clubs with monthly subscriptions of £15.95 plus £1 fee per visit.

New range of Pineapple products launched in Europe A NEW range of products from American firm Pineapple Fitness is being launched throughout Europe.

The company’s equipment uses bio-oscillation technology, which combines sports science, eastern medicine and quantum physics to produce high frequency, whole body vibration training.

It works with lower frequencies than traditional whole body vibration training and oscillates on an even, vertical plane for a smoother workout with the same intensity and performance.

The platforms are also

designed without a central mast, making them suitable for group studio classes, core training, yoga, pilates and other group activities.

David Seymour, Pineapple Europe sales director, said: “Our strategy is to build a strong foundation in the professional market before moving into retail distribution.

“We have therefore developed a strong training network educational back-up and support and are ready to approach the market with some truly incredible products delivered with a bit of fun and style.”

UK FITNESS SCENE

Jodi Pyle

An Essex-based independent gym owner is making the most of her studio space by organising pole dancing parties and launching fitness classes for children. Mary Ferguson reports.

Jodi’s on a roll with new pole dancing parties JODI Pyle, operator of Femme Fitness, is thinking outside of the box when it comes to generating business.

The women-only gym, which opened last year, has a large upstairs mirrored studio – and it’s playing host to more than just aerobics.

Pole dancing parties cost £250 for 12 people and include an hour and a half tuition with Jodi – who is a qualified instructor – glass of champagne, sauna and steam.

As part of the package, the party then get free entry to the nearby Reflex nightclub and a bottle of champagne to kick off the celebrations.

Jodi said: “We are in the middle of running our pole dancing courses so I’m hoping some of the girls who catch the bug will be interested in the parties. It’s a great way of making the most of the studio and ideal for hen parties.”

Parties for children are also being offered, incorporating cheer leading, street dance or gymnastics – the soon-to-be-launched kids’ classes at the gym.

Jodi is hoping the classes and the parties will also generate extra business for the gym, as mums book in for workouts and beauty treatments while their children are busy.

She is renting studio space to Dance and Cheer 49, who will deliver the cheerleading classes, but as her

receptionist is a qualified dance teacher and her beautician is a qualified gymnast, the other activities will be taught in-house.

A one-day ‘taster workshop’ will be held during half term, allowing children to try out all of the activities before parents decide to book.

But despite early interest in the idea, Jodi said she has run up against some challenges.

She said: “The expense is a problem as we need to buy more mats for the gymnastics which cost around £100 each.

“And when it comes to promoting the classes through local schools, it hasn’t been easy. They are happy for kids to take home a leaflet in their bags but as a mum myself, I know that often they just go into the bin.

“The kids need to be able to see a presentation in assembly or try it for themselves, which is why we are offering the taster day.”

Jodi said she expects street dance to be most popular, mainly because it will operate as a drop-in class, without the need to pre-book a course.

“I think we may struggle with numbers for the gymnastics because many children can take part for free at after school clubs.

“However there is a leisure centre round here that offers gymnastics too and they have a year-long waiting list so the demand is obviously there – it’s just a case of bringing people in.”

Three-year partnership agreed LEISURE management operator 3d Leisure has secured a three-year partnership agreement with Shearings Holidays.

The firm will now operate four hotel leisure clubs at the Eden Arms in Durham, the St George Hotel in Harrogate, the Pitlochry Hydro Hotel in Pitclochry and the George Hotel in Hexham.

3d Leisure will be responsible for the ongoing operational management of each club

including their gyms, pools, sauna and steam rooms as well as developing marketing plans to increase membership growth across the four sites.

Mark Bremner, 3d Leisure managing director, said: “We are delighted to be working with Shearings.

“There is great potential at all four sites and we look forward to delivering optimum results.”

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Angelo sees revamp – over 50 years after he joined gym

By Andrew Harrod

Angelo Monti

A LOT has changed at the Central YMCA gym in London since longestserving member Angelo Monti first walked through its doors more than half a century ago.

It used to be a popular haunt of jobbing actors in the 1950s when Angelo – who had recently moved from Italy – joined because he was fed up of being ‘skinny’.

His daily visits certainly served their purpose – he got the body he wanted and also landed himself work as an extra in films as well as some modelling contracts.

These days, the actors and celebrities are more likely to be found hanging out in some of the more exclusive, ‘designer’ haunts that have spring up across the capital. But a sprightly Angelo – now aged 78 – is still a regular.

Angelo – known to regulars as Leo – told Workout: “Central YMCA is such an important part of my life and I’ve had an incredible journey with them over the last 50-odd years.

“The club has become part of my extended family as I’ve been coming here for so long and it really is so much more than just a place to exercise. It still has such a wonderful atmosphere.

“In the past, I have used the facilities to help change my body shape and now it helps me manage my health problems and to stay as healthy as I can.

“When I joined, I was so skinny and desperately wanted to to build my body up and make something of myself. I wanted muscles so I came and used the facilities to achieve his goal by training each day.”

A great deal of attention to detail has gone into the redesign of the 6,000-member gym which attracted some of the fitness industry’s biggest names to its relaunch party.

Naturally, Leo was guest of honour.

Also there was Sports Minister Gerry Sutcliffe who admitted he was impressed by the facilities.

He said: “More and more people understand why sport matters. And increasingly people with busy lives need facilities close at hand – near to

home, or near to work – that they can use to stay healthy.

“I am delighted to able to officially reopen the revamped Central YMCA which continues a great tradition of keeping thousands of Londoners fit and active.”

Rosi Prescott, Central YMCA chief executive, added: “We’ve reached an important milestone that will help us remain at the forefront of the health and fitness industry well into the 21st century.

“By expanding our state-of-the-art facilities and widening our range of health and lifestyle programmes, we’re making a significant investment in the health and well-being of our members.”

I Has your gym got a long-serving member to match Leo? Contact Workout on 01226 734459 or email nl@whpl.net.

Angelo Monti with some of the gym members.

Cut-price personal training sees 500 per cent increase THE introduction of a £4-per-session personal training package has resulted in a 500 per cent increase in the take-up of one to one training.

Leisure Connection’s Harpers Fitness sell five sessions for £20 and since its launch last November the package has been a huge success.

Last year they generated £200,000 of income from personal training and in February this year alone, the figure was £65,000.

Mark Botha, sales and marketing

director for Leisure Connection told Workout: “Personal training hasn’t worked well in the local authority centres before because of the price, but as well as being cheap, this package acts as a great retention tool.”

The ‘Harpers Experience’ includes a 45 minute induction, two personal training sessions, full body health check and movement analysis.

In January and February this year, one in four new members bought the package at the point of sale.

Eight clubs added to énergie brand THE énergie group has announced the purchase of eight Fitness First clubs, which will now be operated under the énergie brand.

The move follows the signing of a master franchise agreement with Ghanim Bin Saad Al Saad and Sons Holdings to purchase the eight clubs in the UK and launch énergie in Qatar, UAE, Egypt, Libya, Bahrain,

Oman and Kuwait.

Jan Spaticchia, énergie group CEO, said: “The clubs acquired from Fitness First will operate under the énergie brand and mark a significant growth in the group.

“With a strong pipeline of new clubs now in place, the outlook for énergie in 2009 is very exciting.’’

UK FITNESS SCENE

Waiting list prompts gym expansion

By Louise Cordell A FOUR-MONTH waiting list for one of North Wales’ most popular ladiesonly gyms has prompted the owner to open up a new gym nearby.

ToneMasters in Caernason opened last April and has attracted over 300 members by offering them 30-minute exercise sessions on a range of toning chairs and power plates.

But the success of the club clocked up a four-month waiting list and so owner Corrina Hughes decided to expand.

Corrina said: “I wanted to provide something that was suitable for those with very basic fitness levels as well as for those with more experience.

“A lot of women who come to the club never liked going to the gym, but we are not intimidating at all and they also get the chance to socialise and make new friends.

“They like the fact that you don’t sweat, so the workout can be done in a lunch hour. in normal clothes, but

you still get a full body workout.”

The second club, offering the same facilities, is open to both men and women and offers a husbands and wives joint membership which encourages couples to attend and get fit together.

Corrina has also introduced a new piece of equipment, the Grappler – a traditionally male exercise rope climbing machine.

She brought into the club for a trial following a recommendation from her brother and business partner, and every member who tried it out loved it.

She added: “People really enjoyed trying something different and everyone asked me to make it a permanent fixture after the trial ended.

“We have even ended up developing a centre league table for members’ best times and our current leader is a 67-year-old lady who impressed us all by completing a nine and a half minute session.”

A fitness instructor from Leeds faced the ultimate challenge when she appeared on BBC1 show Total Wipeout.

Heather Smith, who works as fitness manager at Virgin Active in Leeds and also competes as a bodybuilder, tackled the assault course on the show presented by Top Gear’s Richard Hammond. She came fourth out of 20 but was the top girl in the first and second rounds, which took place in Argentina.

She told Workout: “I originally applied to be on Gladiators but when I didn’t get that I went for Total Wipeout. My personal training clients thought it was hilarious that I was on the show but I think they were also quite inspired – I can’t talk to them about being motivated without proving that I am myself.”

A newly-opened leisure centre in Nottinghamshire claims it is already winning new members.

Bidworth Leisure Centre, operated by Newark and Sherwood District Council, moved to a new site to expand its fitness offering but has kept the same prices. And according to general manager Suzanne Shaw, the move has boosted business.

She said: “The old site had a pool and squash courts but although we have lost that, we are now able to offer more classes and a bigger gym area, so we can compete with the private chains nearby.

“In the first two weeks of opening we signed up 175 new members, as well as the ones that we brought with us.”

The site was moved a mile down the road

and 16 staff spent a weekend shifting equipment, cleaning and decorating.

Existing members who may now have to travel further were given vouchers to spend on personal training and goody bags including rucksacks, water bottles and locker tokens. Suzanne added: “We haven’t put our prices up for a long time and we are a lot cheaper than gyms nearby.”

‘Seven minutes’ exercise a week can improve health’ RESEARCH has claimed people can dramatically improve their health with just seven minutes of exercise per week.

A study from Heriot-Watt University claims that a couple of short bursts of intense exercise every few days can cut the risk of diabetes and heart disease.

Professor James Timmons, lead researcher, said: “It is clear that cardiovascular disease and type two diabetes are major health issues and that the risk of developing these diseases is substantially reduced through regular physical activity.

“But many people simply don’t have the time or inclination to follow government guidelines.

“What we have found is that doing a few intense muscle exercises, each lasting only about 30 seconds, dramatically improves your metabolism in just two weeks.”

Work has been completed on a new Lifestyle Centre building in Winsford, Cheshire – a £10.8m facility including two swimming pools, a gym, squash courts and sauna.

Community sports and operations manager Elly McFahn said: “I think people will be very surprised at both the quality and range of facilities. I know they will get a lot of pleasure from coming here.”

Picture: Julie Kirkham, lifestyle centre manager, inspects the new pool.

11

UK FITNESS SCENE

12

Bristol-based gym Fitness Factory is looking forward to another successful year, despite increasing competition.

Mary Ferguson spoke to manager Sally Jeffery about how they hold their own.

Friendliness is the key to club’s success says Sally SALLY is entering her tenth year as manager of the club, after starting off as a member herself.

In the last few years, she said she has noticed an increase in the number of gyms nearby, but it hasn’t affected their membership.

She said: “The catchment area for the gym is getting smaller by the day.

A few local schools have been turned into sports academies with gym facilities open to the public and a club in central Bristol has just dropped its prices in line with ours.

“There’s also a budget gym nearby that’s £15 a month but people say it’s too busy and many are trying to leave.”

Despite good retention levels, Fitness Factory also work hard to generate new members, to prevent numbers from dwindling.

A campaign by Creative Fitness Marketing brought in 180 new members in October and Sally coordinated a leaflet drop in January, advertising discounted joining rates which generated a rush in early February.

She said the key to the club’s success is the friendliness of the staff and the relationships between members.

“A few years a go, a very overweight lorry driver joined and we noticed that if he came in and there were more than a few people training, he would walk back out again.

“We realised he was shy so I had a chat with the staff and we made a real effort to talk to him, putting him at ease. He has now lost a huge amount of weight and is a loyal, happy member.

“And a group who met in one of our spinning classes now get together and do their own spinning sessions during their workouts and regularly meet in the pub.

“We are a very friendly, cosy gym and I could name you 95 per cent of people who walk through the door.”

The gym also makes an effort to cater for all members, to stop them leaving for more specialist clubs.

In 2001, a divide was demolished that separated the gym into two areas

Sally (2nd from left) with owner Seona Bleakman and staff from CFM – one for men and one for women.

Today, there is still a ladies-only area and a mezzanine floor has become a ‘spit and sawdust’ area for those serious about weights.

Sally added: “You can still hear the crashes and bangs of weights hitting

the floor but it means other members don’t have to hear the moans and groans that sound like men giving birth.

“It just makes it more comfortable for everyone, as we get such a mix of people using the gym.”

Four fitness enthusiasts have set a new world record by each climbing the equivalent of Mount Everest, plus an additional 5,000ft - without even leaving the gym.

They completed the challenge on a Versaclimber to raise money for the charity Wooden Spoon.

The challenge took 27 hours, 40 minutes and four seconds, with each team member climbing for six to seven hours – raising

over £7,500 for charity which was matched by their employers.

The team – who work at the Bank of America building – completed the challenge in the in-house gym in Canary Wharf.

Pictured, from left: Ryan Howard, Edouard Dischamp, Michael Old and Helen Biggs, the Versaclimber world record breaking team from Bank of America.

Fitness channel wants to inspire A TV channel dedicated to health and fitness has launched on Sky and will be broadcast online.

Fitness TV is expected to have viewing figures of 600,000 a week by the end of the first year and will offer a range of daily workouts.

Luan Underwood, managing

director of Media Fitness Ltd, said: “We are positioning the channel as an additional workout option, not as a replacement to gyms.

“We would like to capture the imagination of the 80 per cent of UK citizens that have never visited a gym and inspire them to do so.”

UK FITNESS SCENE

14

Dick Duijnhouwer launched his club Plusfit in Holland almost a year ago and so far business is booming.

Christina Eccles spoke to him to find out what UK gym owners can learn from their European neighbours.

Top left: The gym and equipment. Above: The cafe area where members can get refreshments and, left: Dick Duijnhouwer

Gym owner Dick shows how going Dutch pays off DICK admits that most people do not actually like going to the gym and will look for excuses such as not having enough time to work out to avoid doing so.

However, the concept of Plusfit eliminates that excuse by giving members a workout which can achieve maximum results within a minimum timescale.

He believes that it is the quality of the workout that matters as much as how often someone works out and says that the method his gym uses – based on a circuit by equipment providers Milon – can produce results with just two half-hour sessions every 10 days, although Dick tries to persuade them to come in twice a week.

The club was first considered in 1992, after Dick’s wife noticed a gap in the market for something aimed at the over 40s. However, he did not feel at that point it could be a profitable business.

Now, 15 years later the club has taken off and Dick feels there are many things which UK gym owners could learn from its success.

Once new members to Plusfit have been given an induction, all their information including resistance levels and the correct positioning on equipment is stored on a card which they then use in future workouts – making them less time consuming and more efficient.

He explained: “In Holland, the

average number of gym visits per week is 0.75 per person but in Plusfit it is over 1.5. The average number of people who leave a club in a year is 40 per cent plus but in Plusfit this is 22 per cent. We are sure we sell a product with a high quality standard and we can back that up in the figures.

“What gym owners should learn is that making money on a lower quality base will become more and more difficult. What you need is a higher standard of quality. This can be done with certain training concepts and educating trainers.”

The club’s core target market is the over 40s and according, to Dick this is an age group which knows what they want from a product and

who cannot be fooled into impulse buys – with this attitude translating into the purchase of gym memberships. This means gym owners should be working harder to give them what they want.

He added: “Don’t sell stale bread to people but fresh bread – give them quality and the quality they need is results.

“We want to make the quality of life better both on a short term and long term basis and this is where we are successful.

“In Holland, we saw at the start it was very difficult but in the last two months, people have started to tell other people how coming to the club is making them feel better.”

UK FITNESS SCENE

16

Operators remaining optimistic HEALTH and fitness operators are remaining optimistic despite the credit crunch, according to new research by LIW. Almost two thirds of the 200 operators surveyed said that they felt confident about their gym’s future, with only six per cent worried about the success of their business.

The study found that just under half of all respondents had recruited more members than expected at the start of 2009 and 43 per cent now have more members than they did last year.

Only 17 per cent of those interviewed said that new membership recruitment had been worse than expected.

More than half are also planning on investing in new equipment this year, with 25 per cent prepared to spend over £50,000.

Jonathan Monks, event manager at LIW, said: “The results of this research are very encouraging and show that the situation is not as bleak as portrayed.

“Well run health and fitness businesses are still attracting new members and are investing in products and services to ensure they retain existing clients.

“It’s not all doom and gloom out there.”

Jonathan Field and Daniel Oliver

New Guildford studio adds celebrities to client base A NEW personal training studio in Guildford has already attracted two celebrities to its growing client base.

Strictly Come Dancing professionals Flavia Cacace and Vincent Simone are regulars at Field of Fitness, having worked with owner Jonathan Field at a previous gym.

His new business partner Daniel Oliver, a sports conditioning and rehabilitation specialist, has also worked with Olympic medallists Nick Willis and Alan Wells.

Field of Fitness offers one to one personal or group training for up to four people per instructor, and an on-site sports massage therapy clinic rehabilitating acute and more chron-

ic soft tissue injuries.

It has no members, with clients instead paying for individual sessions or in blocks of five or ten.

“There are lots of the big corporate gyms in the area, but nothing that offers anything like what we do,” he added. “There is a lot of personal training out there where it is a case of ‘one exercise fits all’, which I don’t agree with. We offer something specific for the overweight lady or the man who is running a marathon, but at a lot of gyms they would get the same programme, which is wrong.”

Jonathan said the prime town centre location has proved popular with several local businesses, who use the

facility at lunchtimes.

He said “We looked at a lot of sites before settling on this one. There are a lot of solicitors and accountants close by and we already have around 60 hours a week booked out.

“They like to come here in groups of five or six in their lunch hours and have exclusive use of the site and two personal trainers.”

Escape Fitness provided the equipment for the studio, which included two treadmills, two bikes, an elliptical cross trainer, a Concept 2 rower and dual adjustable pulley systems along with Swiss balls, kettle bells, medicine balls and Bosu platforms.

UK FITNESS SCENE

17

Lydia swaps wedding bells for dumbbells

By Mary Ferguson A FORMER member of a Hull gym that closed without warning has ploughed her life savings into setting up an independent club nearby.

Bride-to-be Lydia Mallinson is using the money she had saved for her wedding to open Boulevard Belles, after Motorcise Healthy Living Centre shut last year.

Members were left upset and outof-pocket after the sudden closure of the over 40s ladies only gym in August, where Lydia had trained for a year.

She said: “When the closure happened every member was devastated as for some, going for their workouts was the only time they got out of the house.

“Because I had seen such great results from my time exercising and knew I would be able to attract business, I decided to take the plunge and open a similar gym myself.”

Lydia purchased 21 pieces of equipment and the database from the closed Motorcise gym and found a site to rent nearby that had disabled access.

She has run a pub and a shop in the past so has experience of running a business, but admits she lacks knowledge of the fitness industry. So taking a director’s role, she has hired a manager and team of staff.

And she said that she learned things during her time as a member at

Lydia Mallinson Motorcise that will help her run Boulevard Belles.

“There will be a really friendly atmosphere here and my staff will be encouraged to socialise with members, not just when they need help with exercise.”

Lydia will open the gym a week early for old Motorcise members and is also offering them a reduced membership fee.

She added: “One of the problems I’ve faced is that when I’ve contacted old members, they have expected me to refund their lost memberships or give them a certain number of months free. They don’t seem to understand that Boulevard Belles is totally independent.”

Former Gladiator Ali Paton is one of the famous faces working out at a new Power Plate studio in Edinburgh. Helen MacLennan and Ian Gray opened their second studio, EH1 in January 2009, a year after establishing their first location, due to customer demand. Ali Paton trains alongside top UK fencer Keith Cook and the studio is also used by the Scottish Rugby Union team.

Areas selected to pilot new government initiative

By Lyndsey Smith FIVE areas in the UK have been chosen to pilot a new government initiative designed to encourage youngsters to be more active.

Fit For The Future will be rolled out in leisure centres in Bristol,

Manchester, Newcastle, Suffolk and Torbay, aimed at helping 16 to 22 year olds develop lifelong activity habits.

fit. It will only cost £5 per month as the rest is subsidised by the government so it is a prime opportunity for them.

ding – we will have 5,000 youngsters starting in April, lets see how many we still have the following March.”

Andree Deane, CEO of the Fitness Industry Association, said: “This project will enable us to see whether cost really is a barrier to kids getting

“It is also a time for the fitness industry to show that we can recruit, retain and motivate – we all say we can do it but the proof is in the pud-

If successful the government has indicated it will extend this into a nationwide campaign and has earmarked £80m in funding.

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UK FITNESS SCENE

On-site GP boosts gym business

By Mary Ferguson

A champion member of a recently-opened independent gym has achieved success at a national bodybuilding competition. Sebastian Wajcentel, who trains at Ripped in Harlow, achieved one of the heaviest lifts of the competition at the British Bench Press Championships, held in Birmingham in March. He now plans to beat the 42 stone lift at his next competition.

AN independent gym has hired an on-site GP to prescribe weight loss pills to its members and is boosting business as a result.

Lifestyle, based in Kent, runs private clinics with a retired surgeon, who gives out appetite suppressants and other medication to help clients reach their weight loss goals.

Owner Dr Tony Stevenson – who has 20 years experience in the pharmaceutical industry – said the scheme is attracting new members who may not have thought about joining a gym before.

“We are targeting very overweight women who probably lack the confidence to exercise in public but by attending the clinics will become familiar with the staff and surroundings.

“As far as I’m aware we are the only gym in the country that offers this service and to get the accreditation is quite an achievement.”

Lifestyle is currently operating one clinic a fortnight, but Anthony expects this to increase to three a week as business builds up.

An initial consultation with the doctor is free and a full health check takes place to make sure they are suitable for the medication.

Generally, this means only those with a BMI of over 29.

Tony then charges £50 a month for membership of the clinic, which includes full use of the gym, two private consultations a month with the doctor and a month’s supply of weight loss medication. Existing members signing up to the clinic

Dr Tony Stevenson (right) with two of the gym’s fitness instructors receive a ten per cent discount.

“Like a lot of things, the packages are aimed at new customers but we want to keep our existing members happy too.

“And the doctor will only prescribe medication to those that are seriously overweight.”

It took three years for Anthony to gain a licence – approved by the Healthcare Commission – to operate the clinic.

He added: “When I set up the gym we knew our target audience was health-focused people who wanted to lose weight so decided then that we would benefit from an on-site health clinic. It’s taken a long time to get here but it’s proving hugely successful.”

Comedian Justin Lee Collins is using a Sheffield gym to train for a display dive at a national diving competition. Justin is being coached at Ponds Forge International Sports Centre

by Olympic silver medallist Leon Taylor for the competition being filmed for his new Sky 1 series. The show has already seen him take on tasks including performing in a West End production of Chicago, ballroom dancing and Mexican wrestling.

UK FITNESS SCENE

20

Former Gladiator and athlete Kate Staples launched Adventure Boot Camps after an injury cut short her athletic career. After starting out with a single site, the company aims to have over 50 camps launched by the summer.

Christina Eccles found out more.

What Kate did next ...

Kate Staples

AS the only person in the UK who is licensed and qualified to run the Adventure Boot Camps, Kate has ambitious plans for expansion.

There are 15 camps, with almost 40 more planned for later this year and the aim is to reach as many communities as possible.

However, Kate insists that the camps are not there to compete with the gyms and she believes that her outdoor female only workouts could actually be combined with gyms, giving members more options for their workouts.

The company has already joined forces with The Personal Training Centre to offer combined packages and Kate said as this works so well, she would be happy to join up with other gyms in the future.

She said: “There will always be those who want to go to the gym and we are not knocking gyms.

The bootcamps are different because we have enough in the group so that it’s a great atmosphere but not too many that we can’t build up a relationship with everyone “Outdoor workouts are something which a lot of gyms could consider if they have the space. We have joined up with the Personal Training Centre and the two complement each other fantastically.”

The inspiration for the camps came after injury forced Kate to retire from both Gladiators and athletics, and decided on a change of career where she could use her own passion for exercise to inspire others.

She launched the bootcamps in 2003 – before the concept really became popular in the UK – after extensive research led her to a bootcamp which had taken off in America that she then brought to the UK.

She added: “I started personal training but found that I loved being outside. All the years I went on training camps, it never seemed like a chore to exercise. I wanted to recreate the fun we had on training camps When we brought this over in 2003, people didn’t have the concept of going into camps but they loved it and we have never looked back.”

Future plans for the company include launching children’s bootcamps – something which Olympic athlete Daley Thompson – who is also one of the company’s directors is heavily involved in.

MARKETING

21

Influence, the science of persuasion

by Dave Wright, Creative Fitness Marketing IN 1984 social psychologist Robert Cialdini produced the results of arguably the most researched project on sales and the psychology of persuasion that had ever been published. This has now been referred to by political leaders around the world such as Barrack Obama and Gordon Brown.

With the study, Cialdini came up with six major principles that can affect human decision making – reciprocity, scarcity, consistency, authority, social proof and liking.

Reciprocity: The law of reciprocity states that people are obliged to give back to others the forms of behaviours that they have received.

Have you ever had someone specifically buy you a pint and even if you didn’t really want it, you felt obligated to return the favour. This principle can easily be applied to health clubs through uses of free guest passes or personal trainers offering help on training techniques when they are not working with clients.

Scarcity: When an item becomes less available, the demand increases due to the law of scarcity. This is what makes rare coins more precious and why with your marketing, if you are doing special memberships that you cut it right down to a certain amount – this builds the desire as it’s not normally available.

Consistency: People have an inner force to be consistent with their own previous commitments. For clubs, a great way to apply this strategy would be to get the members to write down their induction time, members are then making a public commitment themselves and you will find less no-shows.

Authority: In today’s busy world with so much information exposed to us, an efficient way to decide the course of action to take is to follow the advice of experts in the field.

Taking advice from a Mr Universe on the recommendations of protein is going to be far more effective if someone wanted to put on muscle than taking it from a fitness instructor who was tiny. So if you have accolades or endorsements or

Bid to market gym to young people

By Christina Eccles A SOMERSET gym has employed a dedicated marketing co-ordinator to make sure young people in the area know what sport and exercise facilities are available to them.

Sedgemoor Splash in Bridgwater had previously struggled with getting young people through the doors – despite offering dedicated sessions for the 14 -16 year old age group.

But according to gym instructor Tom Russell, its lack of success may be down to the teenagers not actually knowing what the gym could offer them.

He said: “I think maybe the problem was partly because they didn’t know what was available.

“If they know what is available and that it is not going to cost them an arm and a leg then we may find we will get a few more in here. We have got a marketing co-ordinator who is concentrating on that so hopefully it will pick up.

“We are going to start with leafleting and see if that takes off and then maybe go out into schools ourselves.

“We may be able to set up links between us and the schools to offer discounted membership for those who heard about us through their school.

“This will help us to get more customers and achieve our goals and also to do our bit for the community.”

The gym is also offering hour long personal training sessions for this age group – both in the gym and in its swimming pool and by offering a taster session for £10, six sessions for £42 and 12 for £84 hopes it will provide a good value opportunity for local kids to get involved.

qualifications, then display those around the club so that potential clients will be more likely to treat you as an authority in the health and fitness market.

Social Proof: The most popular purchases and ‘best sellers’ lists on websites are what people refer to when they are unclear about what they want. When clubs are talking about various membership plan options available, they can move the potential clients towards their way of thinking by using terms such as ‘and this is the membership option most people go with’.

Liking: Building rapport with your potential customer or having something in common with them boosts sales because we like doing business with or taking advice from people that we like.

The important thing to take into consideration with all these techniques is that it must rest on a strong ethical foundation for it to work.

In our world of helping clients to improve their health and wellbeing and ensuring our clients are getting true results, this must be at the core

Dave Wright of what we do if we want to influence the decision making process for people to join our clubs.

Marketing cash reaps dividends A BIG marketing spend has paid off for one new facility in Rochdale after it acquired a member base of 2,900 in just one month.

Middleton Arena has spent over £250,000 on its fitness suite which incorporates 90 Life Fitness stations, Hammerstrength resistance machines and a free weights area the town’s previous facility had just 500 members and 29 stations.

The facility is managed by Link 4 Life and operations manager for sport, leisure and fitness, James Foley added: “We had a significant marketing budget and as well as the usual eshots and leaflets we had a dedicated members team whose remit was lead generation.

“This proved successful and although we spent to promote, the amount of members coming through the doors certainly made it worthwhile.”

The drop off rate in the first month has been just five per cent and although the novelty value is a factor James believes there is more to it.

“Typical drop off rates are ten to 15 per cent and I think ours is lower

because we pre-sold by choosing our target demographic carefully, and then managed expectations and responded quickly to feedback.

“A perfect example off this is our class programme. We began with 45 classes a week all of which were running at capacity. We needed to react to member need and within two weeks we were running 63, both wet and dry. We are now running BTS classes that we never have before and we are seeing a renaissance in traditional classes such as circuit sessions and legs, bums and tums.”

James is adamant the fitness suite is as good in quality as any private facility. “We are private sector standard in terms of the level of investment, standard of provision and quality of facilities - we supply quality products, programmes and price and we know our affordability compared to competititors.

“Our challenge is membership retention and sustaining the high standards we have set, adapting accordingly to member feedback, and the next 12 months will be interesting.”

Company to deliver training to LA fitness advisors Tom Russell Tom added: “We are offering the personal training to try and introduce them into the gym and give them a better understanding of how to achieve their goals. It is a good way of getting them involved at a reasonably cheap price.”

MOMENTUM Business Development will be delivering sales training to all LA Fitness membership advisors.

The company believes that the increase in demand for training across the industry is a direct result of the increasingly competitive marketplace.

Director Duncan Green said: “It’s no longer acceptable to just compete on price. Gym operators now have to really understand what a customer is looking for and how to secure the sale of membership if they are going to

survive this current environment.

“Our training courses enable them to spend three days focusing on the techniques they need to employ in order to increase sales and deliver sustained results.”

Momentum offers training courses throughout the UK at its dedicated academies based in London, Coventry, Leeds and Stoke.

For more information on the courses and to book places visit www.momentumbd.co.uk or call 0207 917 2780 and ask for Duncan, Mel or Rob.

BOXING

22 Boxing could be a crucial tool in generating extra income for gyms.

Lyndsey Smith dispels the myth it’s a spit and sawdust world.

Slick boxing could be crucial cash tool REEBOK Sports Club is one of Europe's largest private members’ clubs and offers the latest in cardiovascular and strength training equipment – it also has a full size boxing ring.

Ian Mahoney, managing director of a club that can hardly be described as ‘spit and sawdust’, took the decision to offer white collar boxing three years ago and hasn’t looked back since.

He said: “The idea that it is all blood and sweat in a horrible environment is so far removed from the truth – in fact boxing is now seen as quite slick and cool.

“You have to take a punt in this industry. I saw this as a unique marketing tool and the ring as a market-

ing expense.

“It was something new and topical – for me it was a no brainer. We already had boxing style fitness classes and bags which proved popular. This was the next logical step.”

There are strict rules and regulations in place to manage the ring and Ian says in the last year there has been an upsurge in women wanting to train, shunning classes in favour of getting in the ring with a trainer.

Ian said: “Owners should look at investing where possible. Start simple – it needn’t cost the earth. It’s quite dynamic to see people getting in there and sparring, or doing padwork, and it can have a knock on effect.

“You will have members doing the usual stuff and it will catch their eye – they might try the classes, enjoy those, move onto the bags and pads and then into the ring. It’s all about progression.”

Ravi Sharma, project manager for Outbox – a new FitPro programme that teaches boxing techniques said gyms need to be educated about the benefits of boxing, dispelling the bad name it can sometimes acquire in gyms that aren’t hardcore.

He said: “There needs to be a real distinction made between boxing and boxing for fitness. The installation of a facility doesn’t mean people can get in and knock each other’s block off – it has to be a regulated programme.”

Ravi says the whole ethos about boxing is anyone can do it and that is a valuable commodity for any gym owner.

“You see lots of advertising that is

female orientated and it dispels the myth that boxing is for big, strong blokes.

“This is a sport that can be good for everybody and I think more gyms are becoming switched on to the fact that boxing can be a powerful retention tool but it is a slow process.

“The popularity of boxing as a sport is growing so why shouldn’t they capitalise on that in their facility?”

Inspired to introduce boxing into the fitness industry after competing at amateur level, Ravi says it needn’t cost the earth for gyms to offer facilities.

“Get the right coaches on board and the right equipment, offer the basics then progress. You ask members their main aim and nine out of ten will say lose weight or change their body shape. Boxing can help those people in a fun way.”

Sheffield club set up for women boxers A NEW women’s only boxing club has been launched in Sheffield to encourage more females to take up the sport.

The weekly club has been launched at the English Institute of Sport (EIS) with sessions designed to develop and improve aerobic fitness, agility and strength of both body and character.

It has been set up by friends Kylie Hodgkinson and Allison Donohoe, who were inspired to first get involved in boxing by former European champion Herol ‘Bomber’ Graham, who teaches at the facility.

After realising there was a growing demand for female only sessions, they qualified as boxing tutors to run a female boxing class and Herol helped get the women's club up and running.

Kylie said: “I have no doubt many women would love to give boxing a try but they have never been given the opportunity or felt confident enough to approach a boxing gym. We’re very excited about promoting such a fantastic sport to all females and look forward to making this a challenging and welcoming class for all.”

Kylie Hodgkinson and Allison Donohoe at EIS Sheffield.

BOXING

24

Neil Henshaw introduced Thump Boxing to his Helio Fitness gym in Blackpool six months ago. Lyndsey Smith spoke with him about how boxing for fitness has evolved ...

Boxing has paved way for many exercise revolutions OVER the years boxing for fitness has experienced many cultural changes in the health and fitness industry.

While at times lying dormant and on the brink of extinction it has managed to pave the way for many group exercise revolutions such as Boot Camp, Tai Bo, and freestyle circuit classes.

Neil believes it is not just limited to group exercise and that it proves to be a popular training method for personal trainers and gym instructors, and while there are many myths and training concepts one thing is set in stone – the benefits.

“Some of the most common mistakes trainers can make is not knowing the basics of a simple and effective workout and how to get the most out of boxing for fitness.

“Too much time is wasted on complex and hard to understand combinations when more time should be spent on the basic fundamentals of raw boxing training and functional fitness training.”

Boxing as a sport has been around for

hundreds of years but the first real evidence of it making its way into mainstream fitness was when Police Boys Clubs and YMCAs were filled with young men hoping for a career in the ring.

Not everyone had what it takes, many resorted to utilising clubs as a way to stay fit, helping out senior boxing trainers, before going out and training members of the public on boxing skills, technique, and fitness.

Neil said this proved popular because boxing is a great way to lose weight due to demanding and vigorous training methods, and by the 1980s’ boxing for fitness had become a craze.

“You could almost say boxing trainers were the first real personal trainers – the boxing circuit had developed and group exercise timetables could not get enough of it.”

Participation did begin to diminish as the industry became more heavily regulated, with trainers needing further qualifications and insurance to work in gyms, and it was this that inspired Neil

to implement Thump – a system of training that would help other instructors develop their skills and knowledge in teaching.

“We held body combat classes before but nothing as structured as this. I have always been a big believer in boxing training and it has now become one of the most used forms of cross training amongst athletes, sporting teams, and gym participants who want to vary their exercise routine but still have all the advantages of an effective workout. Boxing is moving forward in a big way. Identifying the need for quality education and training many providers have taken the extra step in offering their students a complete package of career options meaning students can now expect to graduate with the right accreditation in boxing for fitness.”

Neil Henshaw

Celebrities boost profile

By Lyndsey Smith HIGH-profile boxing celebrities have helped to boost the interest in boxing fitness for gyms, according to an expert.

Glenn McCrory – former IBF cruiserweight world champion – said the down to earth image portrayed by figures such as Ricky Hatton and Joe Calzaghe has prompted a new interest in boxing as a fitness option.

He added: “Boxing idols are more identifiable than say your top football stars. You can see Ricky Hatton walking in a pub and having a game of darts – would it be the same case for Christiano Ronaldo?

“It is this that appeals to the public and they want to give it a go themselves – it is a perfect activity for gyms to offer.

“You look at gyms and all the high tech equipment on offer and you

know it has cost thousands and that is all well and good, but there are other options that can appeal to more members.

“Why not buy a decent punchbag for £75, a couple of skipping ropes and some pads, and you have all you need for a workout.”

Glenn believes identifying member need and making workouts fun is key.

“Boxing is now becoming super popular and what a perfect tool for gyms to latch onto. Fitness needs to be exciting and fun, to get you going, get the adrenalin flowing, and this is boxing to a tee.

“It is very en vogue now – gone is the perception of cauliflower ears and it being an underground sport – it is a very identifiable and accessible form of fitness for both men and women, and in my opinion gyms should be looking at implementing it within their facility wherever possible.”

Gyms should cash in on new market GYMS should utilise the popularity of boxing by offering facilities and cashing in on a new market, according to an expert.

Martin Mackenzie, managing director of Fight Fit Training and Development, said some owners have the wrong impression of boxing gyms.

He added: “Some people have the perception of a spit and sawdust place but the truth is boxing in gyms has moved on.

“It has transcended into a sport to get people fit – it’s not just about get-

ting in the ring and sparring – and some gyms are beginning to latch on to that now.

“There are clubs at the high end of the industry that have installed rings and they have lawyers and bankers using them – hardly spit and sawdust is it?

“It doesn’t turn their facility into a boxing gym, it’s simply a boxing zone within the gym. It’s just like having a swimming pool – it is an attraction.

“It is not just for the tough guys. It is beneficial for everyone regardless of sex or ability.”

UK FITNESS SCENE

Birthday gym rewards members with a refit

By Louise Cordell AN independent gym in Derbyshire has been celebrating its tenth birthday with a brand new refit to reward loyal customers.

Laura and Dave Middleton, owners of Picture of Health Fitness Studio in Melbourne, have brought in new pieces of resistance equipment, a vibration trainer, created a dedicated core training area and redecorated all the public and changing areas.

Laura said: “We have some members who have been with us for the full ten years we have been open, so it is important to us that they are well catered for.

“We had found that some people, especially women, felt self-conscious doing their abs work in the weights and resistance area so a big part of the refurbishment was creating a private room with core equipment and mini vibration plates.

“This gave people a more secluded area to work out in, and has been extremely popular with all members.”

The club likes to reward its loyal customers by making sure that the membership price they pay when they first join up is the price they continue to pay.

Members are also never tied in with direct debit contracts – instead they pay two months up front when

they join and can cancel with just a month’s notice any time after that.

Laura added: “This approach has proved very successful, because even if people leave us for a while, they end up joining time and time again.

“It may have lost us some money over the years, but we have built up a great reputation for being good value for money and not ripping people off and that is invaluable.

“It is a risky strategy but it has paid off in terms of customer loyalty.”

The club has maintained its 250

strong membership for a decade and is also visited by non-members who attend the gym’s range of classes.

Laura added: “I think in many ways being an established club gives us an advantage.

“But in terms of plans for the future, we will just have to see what happens with the economic climate, how our members respond and adapt to what happens.

“Over the years we have learnt to be flexible, listen to what members want and try to respond to that as well as we can.”

Research reveals the appeal of the Wii Fit

A new gym has been launched at Harpers Fitness at Wyboston thanks to a £487,000 investment. It is kitted out with kit from Technogym, the latest Human Sport equipment from Star Trac, NXT spin bikes and has a boxing fitness zone. The gym was opened by Olympic swimmer and Strictly Come Dancing star Mark Foster who is pictured cutting the ribbon.

THE Wii Fit is now the most popular form of home exercise in Kent according to new research.

A team of sport science academics from Canterbury Christ Church University surveyed 300 people to discover their exercise habits, their perception of physical activity and their awareness of local schemes which aim to boost fitness.

Dr Perkins and Dr Swaine discovered that Wii Fit was the most used method of home exercise, beating home gym equipment and exercise DVDs – although most people who used the Wii Fit did so only once a week.

They found that forty four per cent of those surveyed said they were aware of guidelines for physical activity for health, but there were various ideas as to what the guidelines actually were.

Results also showed that the majority of people preferred to get advice about physical activity and weight loss from health specialists and the internet, rather than magazines or television programmes.

The team from Direct Fitness has supported Comic Relief with a sponsored cycle ride.

Employees from the fitness equipment supplier teamed up with a local beauticians and between them cycled 1000 miles on bikes outside the shop to raise donations.

Marc Heywood, pictured left, of Direct Fitness, said: “We are always willing to get involved in charity events and I have cycled 300 miles myself for the cause.”

The company now plans to auction off the spinning cycles used to the highest bidder, with proceeds all going straight to Comic Relief.

25

Experts in equipment on the move THE operators of a gym equipment removal business say their success lays in going ‘where others fear to tread’.

Amazon Leisure Relocations, run by equipment providers Amazon Leisure, has been in operation for nine years and specialises in working with gyms who are either opening up, moving premises or going through a refurbishment.

Logistics manager Steve Slater said: “We can do things that other people can’t because after 20 years in business we have developed the expertise. We have craned equipment in, transported it up spiral staircases and used forklifts in open apertures. If something is really tricky, then it’s us that people call.”

Steve said that as well as taking on big jobs for large gyms, they also do a lot of work with smaller clubs and have even used block and tackle to maneouvre fitness equipment on to a cruise liner.

He added: “We have technical abilities that make us experts in moving equipment and the level of repeat business we get proves that we do a good job.”

Hoofers celebrates award win A NOTTINGHAM-BASED independent gym is celebrating beating ‘the big boys’ to win a prestigious award.

Hoofers fought off competition from chains including David Lloyd, Rocco, Virgin and JJB to be named Health Cub Of The Year at the 2009 Lifestyle Awards, organised by Heart FM. Owner Jez Kearney was running a 100 mile marathon in Canada when he heard about the win.

He told Workout: “We weren’t even nominated last year so it was a great surprise, especially as we were the only independent gym nominated. We have worked really hard to get a great team of staff together and provide a fantastic service so it’s great to receive recognition for it.”

The gym was nominated by its members and to thank them and celebrate the win, Jez has organised a big party at a city centre venue.

He has also given out ‘thank you’ gifts in the gym, including beauty treatments, personal training and towels.

The Hoofers team was joined at the awards ceremony by model Caprice, weight loss expert Rosemary Conley and singer Simon Webbe.

26 SUNBEDS AND TANNING

Get ready for a scorcher

by Gary Allbutt, director of Sun and Health International WITH all the economic troubles and the lack of good news anywhere, there is one thing for sure – the public are desperate for a pick me up.

And nothing picks people up more than the spring sunshine after a long, cold winter.

This was clearly evident when a unexpected week of good weather at the end of February had the effect of tanning salons experiencing a boom in business. The upsurge in custom from being unusually quiet to unusually busy caught most salons by pleasant surprise.

It is therefore more important than ever to be ready for the new tanning season as it could be a scorcher.

Start by checking over your sunbed, when was it last serviced? Are all the tubes working and the protective acrylics unbroken? Have the tubes exceeded their useful life span (500

hours) And most importantly, is the sunbed clean and are you providing protective eye care for each client?

Maximise sales by having a clear pricing structure with a discount for buying a course of sessions. This point of purchase can further be capitalised on by having a professional display of tanning lotions. These need to be well merchandised and you need to understand the benefits of each of the products. By providing a professional service you give the customer confidence.

And in this day and age, and in this economic climate, only a professional tanning centre will reap professional profits, so be ready.

www.workout-uk.co.uk

Tanning company Helionova has launched a new range of Ultrasun machines.

The machines are complemented by futuristic designs with exciting metallic colours and features include, trendy ambient lighting, Xtreme gold flex high pressure filter systems, air-conditioning, and fresh aroma system. All machines have ‘Solar Control’ system fitted as standard for total client controllability.

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27

KIDS’ FITNESS

Gyms are slammed for restricting kids’ access

By Mary Ferguson THE director of an obesity intervention programme has blasted gyms for restricting access to young people.

Kath Sharman, who works with children as part of the Sheffieldbased SHINE project, claims clubs need to be more flexible when it comes to letting kids use their facilities.

She told Workout: “A lot of gyms won’t allow access to under 16s and they need to be more flexible. Kids don’t have to be put through full workouts. I agree that at some ages it’s dangerous for them to use resistance equipment – but it doesn’t hurt them to use CV equipment like the rowers and treadmills. Perhaps they could just open up the CV area.”

Kath said that if they are going to offer the facilities to children, they need to bring the costs down too, and offer single-session fees instead of tying children into pricey memberships.

FIA director Andree Deane added: “Whether a gym can cater for chil-

dren or not is down to their individual business model and if a small independent doesn’t feel they can cope with youngsters, then I think that’s a responsible decision.”

The children that participate in the SHINE project currently use facilities at a local leisure centre, operated on behalf of Sheffield City Council. As well as swimming sessions, they also do gym work – helping one child recently to lose eight and a half stone.

Andree added: “A local authority operated leisure centre has to open their facilities to everyone, but with a private health club it’s up to them.

“Getting involved with community projects can enable gym owners to use their expertise to help children through exercise – but in a school or community centre instead.”

I What do you think? Do you do enough to help children? Send your comments to Mary Ferguson, 47 Church Street, Barnsley, South Yorkshire, S70 2AS or email her at mf@whpl.net

Kath claims that when it comes to helping the kids on the SHINE programme lose weight, one of the biggest barriers they face is vending machines at gyms and leisure centres.

She said: “They will burn off 300 calories in the gym then come out and get a bottle of Lucozade, putting them all straight back in again.

“Because the bottle says ‘sport’ they think it must be good for them.Kids crave sugar after exercise – so offering healthy alternatives like fruit would really help.”

Part of the project involves children learning about nutrition, how to cook healthy snacks, and recognising the difference between physical and psychological hunger.

But Kath said that many of the participants don’t understand about calorie expenditure, so think they will lose weight by exercising – even when they raid the vending machines afterwards.

Kath Sharman

Gym owner funds school programme

By Mary Ferguson

Greg Dalgleish

AN independent gym owner has launched a school fitness programme funded entirely by himself.

Linking with Hawick High School, Greg Dalgleish, owner of Hawick-based Think Fitness, opened his facilities to pupils after realising there were no similar government funded initiatives in the country.

Active At School – run by the Fitness Industry Association – is free for gyms in England but is currently not subsidised by the Scottish Executive.

The programme ‘buddies’ FIA

members with local schools and features activities designed to appeal to both sporting children, as well as those with little or no interest in PE. Greg, who implemented the programme without any local or Scottish Executive support, said: “It’s cost us in terms of buying in the resources and paying for instructor time but it’s worth it for the difference we are making.

“I think a big part of the programme’s success was that it got the kids involved in exercise outside the school environment.”

The pupils aged 14-15 visited the gym for six weeks, taking part

in boxercise workouts and circuit sessions using hydraulic equipment. At the end of the period, they were presented with certificates from local MSP John Lamont.

Sandy Wilson, Hawick High School’s principal teacher, added: “Most of the pupils who opted to participate in the programme aren’t really sporty, but all of them absolutely love it – the girls in particular.

“Now, some would love to do PE every day and that’s a real testament to Greg and his instructors. We don’t have the same facilities and therefore cannot offer anything similar.”

28 WOMEN ONLY

www.workout-uk.co.uk

When Jamie Cartwright set up his first ladies-only gym two years ago, he had big plans for the brand. Mary Ferguson went back to the flagship club in Sheffield to get the story so far.

Jamie knows what women want ...

MOST pioneers of female-only fitness don’t have stubble, but Jamie and business partner Anthony Carpenter say that despite being male, they know what women want.

The first Ladyzone opened in Sheffield in August 2006, followed by another in the city eight months later.

Now, at the start of 2009, the pair have sold franchises in five towns, with plans to increase that to 20 by the end of the year.

Jamie said: “The one thing we’ve always had is the humility to accept advice and ask if we need help. And at the start it was usually my mum that we turned to as she embodies our core user – a woman in her fifties who hates gyms.”

Ladyzone clubs are aimed at a core user of between 40 and 60, designed for women who have had bad experience at other gyms and lack confidence when it comes to fitness. They operate using a 30-minute circuit based workout, which Jamie says is

an even bigger selling point than the fact that it’s single sex.

And although they were originally faced with some scepticism, the pair are now building themselves a reputation within the industry.

“We came into the market at 26 years old with an idea of opening a gym and originally people just paid us lip service, but now they are taking us more seriously.

“And our age actually works in our favour now because people see that we have a lot of years ahead of us and the drive to succeed.

“As a company we moved forward very quickly because we had the point to prove.

But now we don’t have to anymore, we can pick and choose where we go from here.”

As well as the two sites in Sheffield – run by the boys – franchises are in operation in Wakefield, Pudsey, Shipley, Stoke and Widnes. And next year will see sites opening nationwide, including Slough, Leeds

and West London.

Jamie admits that it’s unusual for two young men to be behind a ladies-only gym concept but said it hasn’t caused any problems.

“I don’t have to be female to understand my customers, I just need empathy. I used to work in a health club which was mainly used by middle aged women and when I was a personal trainer my clients were the same.”

They claim the key to keeping their female members coming is to make them feel they belong. Every lady gets a free branded T-shirt when they join, and the vast majority wear it every time they work out.

Jamie added: “It makes them feel like they are in a club, where no-one cares what you look like. If Fitness First gave out free T-shirts, I’m guessing most people would think they were too ‘cool’ to wear them.”

‘We try to make our franchises entry level’ JAMIE told Workout the credit crunch hasn’t affected the business yet, but he is realistic about the possibility that it might.

He said: “If I was an operator of an independent conventional gym I’d be worried, but because we are so niche I don’t think it’s an issue for us.

“We have seen members come to us from Esporta and other big chains because they can no longer afford the prices and at £22 a month I’d say we are nearly under the ‘budget’ umbrella.”

Jamie said that if the economic climate was going to bite, it would attack the fran-

chising rather than the number of members.

“It’s not the risk of the business, it’s purely down to people being able to raise the capital. They are too scared for example to release money from their houses and it’s harder to get loans.”

He added: “We try to make

our franchises entry level – as we had to work and scrimp and save to open our first – so the price is still very competitive.

“However the downside is that the type of person that takes our franchises is literally borrowing everything they can.”

Working out during pregnancy has always divided opinions, leaving many women concerned about what the best options are for them and their baby. Melinda Nicci created Baby2Body – a total fitness and wellness programme for pregnancy – when expecting her first child and is now franchising the scheme.

Melinda creates pregnancy programme while expecting baby IN 1994 Melinda was pregnant for the first time and while searching for advice and information on how to stay fit and healthy discovered a gap in the market.

She put her experience as a personal trainer and aerobics instructor to work creating a combination of fitness classes for women pre, during and post pregnancy.

She said: “When I got pregnant I was looking around for a fitness programme to follow, but found that many doctors and midwives recommended giving up exercise all together or just sticking to low impact classes like yoga.

“Most gym instructors do not have the experience or training to deal with pregnant women and the specialist care they need - but they shouldn’t be expected to - they can’t be experts on everything.

“So I realised that there was a gap in the market for specialised, result oriented care.”

Over the next ten years what had started out as a fitness programme turned into a more holistic approach, including nutrition and lifestyle coaching and advice.

Her clients first fill out a series of lifestyle questionnaires covering diet, motivation and goals and Melinda is then able to recommend changes.

She works as a consultant to the local antenatal clinic, the first fitness

expert they have ever had involved, and has also been asked to speak at the Royal College of Midwives’ annual conference.

The classes have now become so popular that Melinda has started franchising the Baby2Body concept.

She is in the process of getting the training course REPS accredited and the first has already been sold in south west London and is due to open in April.

Melinda is now hoping to get 20 franchises up and running by the end of this year. Her next project is to create a similar programme for women over 40, Body4Me, which she is aiming to launch by the end of this year.

She added: “In many ways this period of a woman’s life is just as challenging as the childbearing years.

“As they approach the menopause the metabolism slows down, muscles atrophy and nutritional needs change - so they need to exercise in a different way.”

“I think more specific care for different areas of life is important as it can make a big difference and I really believe it is the future for the fitness industry.”

Melinda Nicci

29

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TRAINING AND RECRUITMENT

Call for more thorough instructor training

By Lyndsey Smith

quite surprising.”

TRAINING for fitness instructors needs to be more thorough according to one operations manager in London.

Daniel Esteves of the Citypoint gym in Moorgate says instructors in his native Portugal are educated to degree level – taking seven years before they qualify.

And he thinks more training should be given to those in the UK. He added: “In Portugal every fitness instructor is a teacher. We do a physical education degree and after five years we are asked to specialise.

“That could be in teaching, the fitness industry or in coaching for example, and if you ever go to a gym for a job you will be asked if you have a degree.

“I had my own gym in Portugal and sold it to come to the UK. The first thing I noticed was that you can qualify as an instructor here in next to no time.

“You see instructors doing six month courses and I personally don’t think it’s enough.

“I have seen people showing members the wrong exercises because they don’t know bio-mechanics – they know anatomy but that’s it.

“To say the industry is so rigidly structured and organised over here compared to Portugal I find it all

One thing the UK does pull rank on is facilities. Daniel said: “There is a massive difference but I think in Portugal we are catching up slowly.

Keiser has appointed a new training manager for the UK. Vicki Galvin will be responsible for developing Keiser’s training programmes. She was previously studio coordinator at SOLL Leisure’s Thame site and has worked within the fitness for over three years as a personal trainer, sports massage therapist and group exercise instructor.

“Facilities here are second to none and there is some great practice although I’d like to see more variety in what instructors offer.

“Seeing them have more than one discipline so they can teach classes or do massage for example.

“Here at Citypoint we offer personal development plans for instructors – one instructor asked to go on a nutrition course – it is about widening their knowledge and enabling them to become multiskilled.”

Citypoint gym is a 5000 square foot facility and is fully equipped with Star Trac, Cybex and Technogym equipment.

It has 50 stations along with a free weights area, spa area, pool, spin studio and two squash courts.

Personal trainers have a range of specialisations and Daniel added: “We combine elements of nutrition, exercise and lifestyle.

“Our trainers combine physical and physiological aspects of training and their specialities include weight management, sports specific training and injury rehabilitation.”

Exercise Referral Forum is going on tour THE UK Exercise Referral Forum from WRIGHT Foundation Research is going on tour.

Targeting fitness and medical professionals, the forum will see recognised speakers presenting case studies and examples of best practice to demonstrate the effectiveness of exercise referral

in public leisure centres and private health clubs across the UK. It will also include information on new level four qualifications in conditions such as cardiac rehab phase IV, pulmonary rehab, mental health, obesity and diabetes and chronic lower back pain.

30 TRAINING AND RECRUITMENT

www.workout-uk.co.uk

Recruitment takes a year for Paul

By Louise Cordell THE manager of a gym which has opened in Covent Garden spent a year interviewing personal trainers to make sure he found the right staff for the job.

Paul Sansome manages the new I.N.C Space club, which was designed to help the stars of West End shows keep fit, and said he was determined to find the right people.

He added: “I wanted the highest level, the best of the best, and even now we have a couple of positions left to fill.

“We stipulated a relevant degree, at least ten years’ experiences and a strong athletic and sporting background.

“They also have to have the right attitude and life skills, we want people who live and breathe fitness, so they can be inspirational role models for their clients.”

All the personal trainers will be undergoing a specially developed staff training including motivational interviewing and counselling, so they are able to provide members with a complete package.

Each trainer will also be teaching sessions on their own personal specialism, including nutrition, body sculpting, physiotherapy and martial arts, allowing all members of staff to learn from each other.

The gym, run by the talent agency and production company International Collective, will offer a range of specialist classes and treatments.

around their lifestyle.”

The centre will also be offering a ‘midnight clinic’ to provide members with a sanctuary after they have finished performances in the West End shows.

Paul added: “All the expertise makes the training we do functional and effective – and it has to be as we are looking after people with upcoming movie roles and photoshoots who need good results fast.

“We want to achieve results and we can guarantee that members are in good hands – people want that kind of security.

Paul said: “The idea was to create something bespoke, which catered to the particular needs of the target members.

“Members will pay around £50 per session, but with someone who is far more qualified than many other trainers who charge even more.

“So in this case, because many of the members are creative artists, all the treatments and services are based

“We want to keep it good value while still giving people the opportunity to train with the best.”

Paul Sansome

London colleges awarded Academy Provider status TWO London colleges have been awarded Academy Provider status by the National Skills Academy for Sport and Active Leisure.

Richmond upon Thames College and Kingston College, who have

been working together since 2005, will now play an important role in delivering the skills required by the health and fitness sector in London.

Vicki McQuaid, London’s business

development manager for the National Skills Academy for Sport and Active Leisure, said: “Fitness is a sector of growth and both colleges are best placed to help deliver the training essential for sustaining this

economic growth.

“We look forward to working in partnership with them in helping achieve our vision to improve the way training is delivered in our industry.”

TRAINING – ADVERTISER’S ANNOUNCEMENT

31

LSD – It’s the best fat burner around

by Alan Runacres, director of training, WABBA Qualifications OKAY, relax, I’m not suggesting for one moment that we all go off and buy some LSD to help us get into shape. In fact, the LSD I am referring to is used by all the world’s top trainers to strip down bodyfat, and increase their lean muscle mass and Resting Metabolic Rate (RMR).

This LSD is the acronym for the ‘Long, Slow, Distance’ training method.

Why are trainers telling us ‘if you don’t run faster, you won’t burn as much bodyfat’ and that means the cardio ‘won’t work properly and give you any results’ so you have got to do your high intensity training (HIT) or you won’t lose weight’.

Ask clients if they want weight-loss or fat-loss? In truth, what we should be saying is that ‘the faster you run or cycle, the more calories, but less fat, you will burn’.

The reason for this is simple, and unless you are the only person on the entire planet with a different metabolic processing system, it applies to you as well.

Exercise energy and calorie burn rates are firstly, when we begin to exercise from 0-0.5 of a second, movement is powered by the ATP-CP energy system, (so no fat or carbohydrate calories are burnt here), then from 0.5-4.5 seconds we utilise the second stage of this first line energy system called Creatine Phosphate (so no fat or carbohydrate calories are

burnt here either). Next, we move into the Lactic Acid energy system from 4.5-90 seconds, where carbohydrate as glucose is broken down to yield energy, (so no fat calories are burnt here either).

From 90 seconds onwards of continuous exercise we begin to be truly “aerobic” and have entered into the last stage of energy production called the Oxygen energy system.

From here on in while we keep exercising at a constant low level of intensity, we will be able to continually break down small amounts of carbohydrate molecules to ignite the release of fat molecules as the major energy source.

The ATP-CP energy system yields energy in the White Fast Twitch muscle fibres and is used for a weight training set or the first few steps on a treadmill, whilst the Lactic Acid energy system yields energy from glucose in the White Fast Twitch muscle fibres also, and finally the Oxygen energy system yields energy from both carbohydrate and fat in the Red Slow Twitch muscle fibres.

The secrets in the muscle fibre name, ‘slow twitch’, with these fibres being adaptable to burning fat as a major fuel source whilst we move constantly at a slow continuous pace.

If we speed up, we switch off fat as the major energy source, and revert to carbohydrate, which can be burnt for energy quickly in fast twitch fibres.

So how do we know when we are

training too fast to burn the maximum amounts of fat?

Well, it’s an easy one, as 85 per cent of your predicted MHR (Maximum Heart Rate) is the point when you become anaerobic and are totally burning carbohydrate for energy with no fat at all, and should be referred to as sub-maximal training (it’s also the point at which your leg muscles feel the burn when cycling, so it’s not difficult to tell what heart rate number this is for you).

Slow your speed down until your heart rate drops by at least 20 per cent below this number and you will be at the point where your body burns a substantial amount of fat calories with a minimal amount of carbohydrate calories. Hold this

speed for as long as you can, (boredom may get the better of you, as you will be training at a relatively effortless pace).

Typically, fat burning sessions of anything less than 45 minutes per session are not going to give quick results.

Clients should aim for five hours a week minimum to see a dramatic decrease in bodyfat within a threemonth period. Remember, fat loss is different from weight loss, where lean tissue is also sacrificed in the process.

I Alan Runacres has over 35 years gym experience, been WABBA director of training for 14 years and is the author of three books, and over 100 published articles.

32 TRAINING AND RECRUITMENT

Accreditation opportunity for fitness organisations FITNESS organisations within the National Skills Academy network will now be able to take advantage of funded IFI Mark accreditation through the National Sports Foundation (NSF).

The funding will provide support and training to existing Centres of Excellence and Academy Providers that have fitness suites used to

help health and fitness training courses accreditation by the Skills Academy.

The Skills Academy and Inclusive Fitness Initiative (IFI) have also partnered to increase the number of disabled people that are both training to become fitness instructors, and working within the leisure sector.

The perfect mobile solution THE perfect PA for health and fitness clubs – crystal clear powerful sound, portable and stylish, compatible with iPods and fitness headsets.

Whether it’s for a fitness class, dance lesson, indoor or outdoor event or even for a bleep test, the iPA system is the perfect mobile solution.

With long-lasting rechargeable battery, allowing mains or mains free operation, sturdy construction and portable design the iPA can be taken anywhere.

Simply plug in a CD player or dock an iPod and press play for stunning class results.

Comes with separate volume controls for both music and voice allowing the user to plug in a wireless radio microphone system and have com-

plete control over their voice and their music.

This is an impressive portable sound system.

Details from Sound Dynamics Ltd on 01773 82 84 86 or 01773 318 006, www.sound-dynamics.co.uk.

www.workout-uk.co.uk

Call for first aid to be taken more seriously GYM managers and personal trainers should be taking their responsibilities towards first aid more seriously, according to one gym owner.

Mike Price, who owns Simone’s Health Club in Cirencester, claims that few gyms have employees who are trained and experienced enough to cope if there is a medical emergency.

He said: “It is important to remember that every member of staff who is going to train someone has a duty of care - especially personal trainers because they are likely to be alone with the client. To go into that without the right first aid qualifications is irresponsible.

“For a long time first aid has been an industry grey area. But I think everyone realises that the gym can be a dangerous place, no matter how many precautions are taken and it is very important that there are people available to deal with situations when they arise.”

Mike and his wife Simone are now branching out into offering a range of training classes which cover first aid and emergency action.

Mike added: “What we want to do now is provide specialised first aid training for the fitness industry.

Mike Price “A lot of the courses out there are very general, but gym instructors tend to have specific first aiding needs.

“The courses we provide cover the basics, but also more common fitness related injuries – for example, soft tissue damage, falls and assessing head injuries – things that instructors are likely to come across in a gym or personal training environment.”

I What do you think? Send your comments to Louise Cordell at 47 Church Street, Barnsley, South Yorkshire, S70 2AS or email lcordell@whpl.net.

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33

IFI/ REHABILITATION Taking a personal interest in clients is the best way to improve attendance on GP referral schemes, according to one coordinator. Louise Cordell reports.

Paula brings attendance boom WHEN Paula Forrest started working on the OneLife project at Darlington Borough Council, she found that only one in three people referred by their doctors actually turned up for the scheme.

So she started telephoning every person on the list to introduce herself and encourage them to come along.

She said: “We are working with a vulnerable population and for a lot of them turning up at the gym is a big step and can be very intimidating.

“So I spent a lot of time on the phone talking to those on the waiting list, trying to build up their confidence and reassuring them that I would be there, in person, to meet them for their induction.”

This approach led to a boom in attendance – in the first week every client scheduled for a gym session turned up.

Paula has also introduced a sys-

tem to reduce the waiting time between the referral and when the client actually starts the fitness training. Every new client now has induction within a fortnight.

She added: “When I started there was a four month wait before people could get started, because induction sessions were only being held during one week of every month.

“It is now done much faster, because I think getting them in as soon as possible is the best way of making sure they stay motivated and so are more likely to complete the course successfully.”

Another way she encourages the clients is by matching them up to the most suitable of their five GP referral instructors.

The instructors are a mixture of men and women of different ages, so the effort is always made to pair up the client with someone who has some interests in common and

who can understand the specific issues they are facing.

This client focussed approach has led to a big rise in the number of referrals the scheme is receiving – with more referrals received in the first six weeks of 2009 than usually received in six months.

Paula added: “When I have spoken to the doctors they have said this is because they are now confident that sending the patients over to us will give positive results - so they are a lot more likely to make the recommendation.

“A combination of small things can really add up to help the overall success rates and just having enthusiasm for what you are doing and wanting to pass on the benefits of being healthy makes all the difference.

“It might take a bit more time initially, but there is no extra cost and the results speak for themselves.”

Paula Forrest

Daniel qualifies to work with rehabilitation clients

By Lyndsey Smith A FITNESS instructor has paid for his own training to become qualified to deal with rehabilitation clients and is branching out on his own.

Daniel Carter says he was spurred into progressing his career after an influx of people coming to the Holmes Place gym where he worked with a wide range of troubles.

He added: “This is important and why shouldn’t it be the personal trainers who can offer this facility in gyms?

£12k grant for fitness scheme A SHEFFIELD fitness scheme aimed at getting heart disease and diabetes sufferers to improve their health has been rewarded with a £12,000 grant from the council to carry on its good work.

Concord Sports Centre ran the 12 month fitness project for patients on the centre’s GP referral scheme and offered participants free swimming, five free sessions in the gym, free fitness classes, use of the health suite and free personal training sessions.

Out of 67 patients that were recruited onto the scheme, 62 successfully completed the project and reached the desired weight loss and fitness targets set by Sheffield City Council.

Dave Birds, fitness specialist at the Sheffield International Venues managed facility, said: “The fact that all participants are still attending the centre shows that they see what they have achieved as extremely valuable. This shows that the project was worthwhile and a complete success.”

“At the moment there is no internal framework, instructors have nothing to aspire to, save management, and I think more companies should be focused on progressing their instructors rather than just sell, sell, sell.”

Daniel undertook courses in coaching, exercise, rehabilitation and nutrition and is one of only 20 CHEK practitioners in the country.

He still works as a part-time fitness instructor at Impulse Leisure, Corringham, but his qualifications have allowed him to work in Body Active’s rehabilitation gym in

Hockley, Essex.

He added: “I had a lot of clients coming in that had back, neck or shoulder pain, or had dodgy knees and hips, and I wasn’t sure what to do with them.

“There were no facilities at the club or knowledgeable people to offer correct exercise options and I wanted to learn more about how to help.”

Daniel now creates personalised exercise programmes for patients with a wide range of problems. He said: “You have to be very careful in the type of exercise you do with peo-

ple who are injured.

“You need a lot more care and consideration as people are generally not as strong as your typical member.

“I do body weight exercises, strengthening of the muscles, working with stability balls, working on their core strength – you have to strengthen the injured patients weaker muscles before you can progress their exercises – and structure different levels of core fitness to make sure they go through progressions correctly.”

Exercise referral scheme keen to get independents involved INDEPENDENTS are being urged to get involved in an exercise referral scheme in Sheffield to offer patients more options.

Aimee Pearce, co-ordinator for the Physical Activity Referral Scheme, said although it was successful in its current form there was no reason why independents couldn’t get on board.

She added: “We have thought about linking up with private gyms in the past but nothing came of it.

It is certainly something we are interested in doing as it gives us a lot more options.

“Obviously they would need properly qualified staff members that could deal with issues presented and a service level agreement

would need to be in place, but other than that the only stumbling block I can see is finance – but if a suitable agreement is reached we would be happy to signpost our patients.”

PARS refer clients to local authority leisure centres and gyms and community sports colleges, offering help with a range of medical conditions.

Aimee added: “We sit down with the patient and discuss appropriate forms of activity - each individual is different and a walk or swim may be more relevant - but a lot do want gym referral and we can signpost these for them.

“We have a database that gives us detailed reports of patients actively

helping us choose the correct path and once this is established they begin the twelve month scheme before a six month and twelve month check up.”

Any organisation wishing to run a PARS must produce a portfolio of evidence in line with PARS standards for Sheffield and the group will then award the scheme full accreditation.

Patients can only be referred to an accredited PARS or scheme currently undergoing accreditation and Aimee added: “The scheme is an important element in the delivery of plans to increase physical activity levels, reduce obesity, and help tackle heart disease and diabetes.”

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34 SUPPLEMENTATION AND NUTRITION

‘Nutrition more important than exercise when it comes to losing weight’ A PERSONAL trainer has claimed nutrition is more important than exercise when it comes to losing weight – and spends his first session with new clients convincing them of that.

– including serious athletes – but the majority are women who want to lose a few pounds and he has to convince them of the importance of diet to achieve that.

Paul de Nagy, who set up Bespoke Fitness in Brighton in 2002, told Workout: “Nutrition is super-important and in my opinion it’s probably more important than the physical training itself.

Ask any fitness professional and they will agree that if clients don’t take care of their diets and just went to the gym, their results would be very slow.

“People come to me and think that to get to where they want to be they need to simply develop a regular exercise pattern and see nutrition as an ‘add-on’.

“I spend a lot of time talking to my clients about nutrition and approach their diets in the same way I approach my own. I don’t believe in ‘dieting’ and focus on developing eating plans that fit around a client’s lifestyle and training goals.”

Paul has a wide range of clients

“But it’s central to my work and by the end of my first session with a client, they see that it’s integral too.”

Paul asks his clients to keep food diaries for a fortnight but said it’s important that clients have some flexibility.

“If something is a chore then people lose their motivation so I tell them they can indulge now and again, but help them achieve a balanced diet overall.”

The correct balance of nutrients essential GYMS could lose members because many don’t understand the concept of good nutrition in fitness, according to an expert.

Paul Riley, marketing manager for supplementation company CNP, said many people join a gym to get specific results – but could lose interest when they can’t quite reach their goal.

He added: “We deal with a lot of top class athletes and even these people are not really understanding the nutrition side of it – how can we then expect the general gym user to understand?

“Members can work themselves as hard as they like but if they haven’t got the nutrition side then they might not get the results they want, which affects their motivation and they could well stop going.

“For them to get over that first hurdle is quite daunting – especially when they don’t know what to take to help them improve.”

He spoke after the company launched a new product, Pro Solo, specifically aimed at beginners which can help assist muscle growth, increase strength and improve endurance.

Kerry Kayes, a former body building champion and founder of CNP, says it is important that gyms offer advice on nutrition.

At his own gym, Better Bodies in Denton, he offers nutrition seminars once a month for members.

He said: “To train properly it's important to make sure the body gets the correct balance of nutrients to boost performance and aid recovery.

“Nutrition is a minefield for beginners, there is so much to think about and hype in the industry that they just don’t know what to take.

“There should be a huge focus on nutrition, the client might train in the gym for two hours but that’s the easy bit.

“What about the 22 hours outside when you are supposed to be getting the correct nutrients for your body?

It’s really hard for members to know what to do for the best.”

New product launched REFLEX Nutrition has launched a new product aimed at the serious bodybuilder.

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This allows more blood to flow into the muscles delivering more amino acids and vital nutrients for growth and repair.

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35 SUPPLEMENTATION AND NUTRITION

www.workout-uk.co.uk

Gary has a slimming plan AN independent gym owner has revealed how he hopes to join forces with experts in lifestyle and nutrition to beat the credit crunch and add more value for members.

Gary Milne, of Miracles in Gosport, is hoping to team up with slimming clubs to offer combined gym membership and diet and nutritional advice.

He said: “We are trying to work with the likes of Slimming World to promote that getting fit is also about nutrition and lifestyle as well as exercise. We want to split that spend and get members results.

“It would definitely help to join up rather than compete with us in the gym market. We are not trying to take away from them but think there is space for us both to work.”

According to Gary, Miracles is managing to hold its own during potentially tough times because of the range of services offered there.

Aside from the ladies only gym, there are hair and beauty salons, a pool, jacuzzi and sauna and swimming courses.

Gary added: “There are lots of reasons why we are successful. Being ladies only, our members feel very comfortable in that environment.

“We promote ourselves as a place where you can be active but also relax. One of our biggest challenges is seeing how the economic downturn will affect us. People don’t have to come to the gym so we have to give them a reason to come to us.”

The gym reported a 28 per cent increase in turnover last year.

Bodybuilding champion James Llewellin has joined forces with EAS Nutrition to help him attack the pro ranks.

James, who trains at Kent-based independ-

ent gym Ministry of Muscle, is fine-tuning his nutrition programme as he prepares to compete in the under-202lbs category in 2010.

UK FITNESS SCENE

36

Going from strength to strength A GYM in North Tyneside has revealed how members will benefit from its investment in a new range of strength training equipment.

The YClub Gym – which is based in the YMCA North Tyneside – has grown from a small room within the centre, to a fully equipped fitness facility and has invested in equipment from SportsArt Fitness.

Operations director Melanie Adams said: “Selection of the right products

was essential as the equipment would be under constant use and therefore need to be strong, reliable and durable.

“We eventually purchased a dozen pieces of SportsArt Strength kit including chest, shoulders, arms and leg apparatus and as a result, feel that we have provided members of the YClub with premier fitness equipment.”

Refitted gym attracts 60 new members New cards bring more security HEMPSTEAD House Hotel has selected DED to take care of all its card printing needs. Offering an extensive bureau service, DED are now printing all room key cards, leisure club and spa membership cards, spa day guest cards and leisure club locker access cards.

Since increasing the size of the hotel and the leisure club facilities available to guests, Hempstead House has moved from a traditional key system for room access to the Mifare card system which was already being used for access to the Aquamanda leisure club and spa. With one system in operation, the hotel has become unified and so more secure.

DED have printed cards for

Hempstead House and the Aquamanda leisure club and spa in full colour on both sides, with signature panels on the membership cards along with member name and unique barcode to further increase security on entering the leisure club and spa.

Details from 01797 320636, email sales@ded.co.uk or visit www.ded.co.uk.

AN independent gym has attracted 60 new members after completing a refit.

Craig Carroll – who runs Peak Physique Gym and Fitness in Consett, County Durham with wife Sara – said that after a rival gym opened last summer, they had to take action to keep up with the competition, so decided to upgrade their existing equipment and add some new items.

Since the refit – which was completed by Peak Body about a month ago – the gym has had positive feedback from both long term members and new additions to the gym.

Craig said: “A new gym moved into the area and we lost about ten members to it so thought we would have to do something. We did the refit and it seems to have worked.

“Our members have adapted well to it – we didn’t want to lose existing

members but we also wanted to attract new ones.”

The gym has been open for 30 years and Craig and Sara took over four years ago. The gym was previously best known for its bodybuilding and strength equipment but by gradually upgrading equipment and adding new classes and a cardio suite has managed to shake off its old reputation and tap into new areas of the market.

Craig added: “We are now losing our old reputation as a hardcore men’s gym which used to put some women and younger lads off. It has been an ongoing process since we took over.

“We have also introduced yearly contracts and put all our services into a package for £30 per month. This secures us membership for the year and also gives members a lot for their money.”

Country club gets in the swing with new laundry equipment

Splash out on a water fountain ...

DONNINGTON Grove Country Club has become one of the top destinations for golfers in the UK. Corporate and society events plus two and three day golf breaks generate a great deal of golfing activity – and a great deal of laundry from the shower room.

The club recently installed PW5 washers teamed with a 201 litre Huebsch dryer from Armstrong Commercial Laundry Systems to handle all the towels. Laundry manageress Pauline Westall says: “The new laundry produces excellent results. It is quiet, efficient and very easy to operate. It not only copes with all the towels, it also handles the staff’s per-

Drinking Water Fountains and Plumbed-in Watercoolers from Glug Glug Glug. We offer reliable, modern designs at extremely competitive prices.

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sonal clothing.”

For further information contact Armstrong Commercial Laundry Systems, 01635 263410,enquiries@armstrong-laundry.co.uk or visit www.armstrong-laundry.co.uk.

Age tool ...

New clothing concept

I-M Health is an early-detection diagnostic tool, a software system that uses biomarkers and general health indicators to measure biological age against chronological age.

Chronologically your client may be 35 or 40, but biologically they may have the heart and lungs of an older person, indicating that something might be wrong. I-M Health measures the rate at which individual body regions are ageing, as compared to the client’s age group average.

It is the first system in the world to determine biological age through physical, blood, urine and cognitive testing. Tests are completed at their chosen clinic or sports centre, and once collated, are displayed in the

A NEW clothing concept for Everyone Active has been created by Taylor Made Designs to coincide with the opening of five new centres in East Hertfordshire and a new centre in Lammas.

Taylor Made Designs has worked with Everyone Active for ten years and came up with the new design and colour scheme to update the look of the uniform, by using cool-tec polo shirts with combat trousers.

Previously staff were dressed in plain polo shirts and track suit bottoms but the new style involves yellow cool-tec polo shirts with red shorts for the lifeguards or red cooltec polo shirts with black combat trousers for the rest of the leisure staff. Taylor Made Designs are experts

form of a unique, personalized body map, showing very clearly, where and by how much they are ageing.

Both trainer and client can then decide which therapy to implement.

For information contact 0207 1170886 or go online www.imhealth.com

in providing uniforms with clients as diverse as Sport England and the Merlin Entertainment Group, owners of Alton Towers Resort, Madame Tussauds and the London Eye, amongst others.

For further information and for a quote, call James Taylor on 0845 555 3311 or visit the website www.taylormadedesigns.co.uk.

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