Work Out (August 09)

August 2009

The UK’s No 1 fitness industry magazine

Budget gyms go 24-7

Call for VAT reduction on fit provisions

By Mary Ferguson THE GOVERNMENT has been urged to do more to help employers get their workforces active by cutting tax to make gym memberships more appealing.

An influential think tank has called for a VAT reduction on physical activity provisions – including fitness facilities – in a bid to tackle the health problems of the nation.

It is also pushing for the Government to provide matched funding for businesses prepared to spend money on encouraging employees to exercise.

In a new report from The Public Health Commission, called We’re All in this Together, recommendations have been made to reposition physical activity as a healthcare provision.

This would mean businesses – and employees – could pay less for gym memberships, which at the moment are taxable as ‘benefits in kind’.

Members of the commission included representatives from all areas of health including supermarket giants Asda and Tesco and the director of the British Nutrition Foundation. Fred Turok, chairman of the Fitness Industry Association, represented the gym sector.

He told Workout: “There are two ele-

ments to what the commission is proposing. The first is about reducing VAT on gym membership. The second is to do with removing the tax liability from employers who incentivise their employees to exercise and keep fit, rather than penalise them by treating gym membership for example, as a benefit in kind.

“The most important thing though is that the report recommends repositioning physical activity as healthcare provision, reflecting how far the industry has come in terms of being valued for our contribution to the health of the nation.

“This would be a big step towards gyms being considered a viable option by healthcare professionals as an alternative to pills and the knife.”

The Public Health Commission was chaired by Dave Lewis, chairman of Unilever, and according to Fred, will continue to act as an advisory committee to Government.

He added: “The commission is about getting the next one million people a day through the doors and using our industry expertise to double our current influence on the nation’s health.

Ultimately we want the industry to be seen as partners to the local PCTs, not just suppliers of services.”

No 191 £3

Personal trainer Nyisha Jordan was one of the lucky fitness professionals chosen to model in this year’s Escape journal. The equipment providers launched a nationwide competition to find four ‘faces of fitness’ and from hundreds of entries, 20 were selected to attend a casting session at the Reebok Club in London. The final four – which also included Sophie Baxter, Simon Alebiosu and Daniel Terry – were chosen to appear in the journal. Nyisha works as a personal trainer at Virgin Active in Mayfair after qualifying a year ago. She told Workout: “I’ve always been interested in fitness modelling so I thought entering the competition may provide a kick-start to my career. I think my passion for exercise really helped when it came to striking the right poses.”

A NEW crop of budgetstyle 24-hour gyms is set to open around the UK from the Autumn.

Pure gyms, who will charge just £9.99 a month for the first year, will open initially in Manchester and Wolverhampton, with plans to expand throughout the country. There are no contracts but after the first year, membership rises to £15.99 a month, with access to every Pure gym in the country.

Clubs will be staffed during the day and at night facilities will be monitored by a realtime CCTV system with voice connections to security staff. There will be no sales team and to keep costs low, all memberships will be processed online.

Sunbeds, showers and changing rooms will also be available. The group aims to have up to 20 sites by 2014, each developed at a cost of £850,000 and employing up to a dozen staff.

For more on 24-hour gyms, Page 34

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Chris keeps it in the family with new gym

By Mary Ferguson A FAMILY-RUN gym has opened in Cheshire, breathing new life into a club that was sold after 21 years of operation.

Fitness 4 All, based in a converted mill in Macclesfield, has been opened by Chris Rowlands with business backing from his parents, replacing The Lock – an independent club that had been open since 1988.

Chris, who has worked in the industry for ten years, told Workout: “We had heard it hadn’t been doing very well and had been thinking about buying a gym for a while and had looked at a few franchise options.

“We offered to buy it and the owner agreed to sell – it was the perfect opportunity for us.”

Chris inherited 110 members and ripped everything out, starting with an empty shell in which to create his own business.

He bought a whole new range of Technogym equipment, created a new colour scheme and replaced the old toning table area with a personal training studio.

“I basically wanted to bring it into the 21st century and nine weeks after opening we signed 300 members, which took us well over our target of 250. I know we have a great product and a great team.

“We have a lot of people here who have never been gym members before and they tell me there’s a really friendly atmsophere because it’s family run. When we did a satisfaction survey and people were talking about staff they

Steve Collins

Gym owner facing steroid charges INDEPENDENT gym owner Steve Collins has been charged with supplying steroids from his club, Monster Gym in Waltham Cross.

Following a police search of the premises in November last year, Collins was charged with 23 offences of supply and one offence under the Proceeds of Crime Act. He was released on bail and is due to appear before magistrates in August.

Chris Rowlands were referring to them as ‘Chris’ mum’ or ‘Chris’ sister’ which is great.”

A class studio offers 18 group exercise sessions a week and although some staff were inherited with the site, Chris took on some new instructors and recruited his sister to work on reception.

His aim is to have 600 members by the end of March next year and claims the personal training studio helps give them the edge over other gyms in the area.

He added: “One-on-one training attracts members who are not confident with the gym because they are new to exercise and my ultimate aim is to make sure we are the best place for personal training around.”

New job, new industry for Adrian LEISURE provider Leisure Connection has appointed Adrian Fisher as human resources director.

my new role at Leisure Connection and I have been busy travelling the country and visiting individual sites.

Previously head of HR and development at construction company Kier, he said: “I am really enjoying

“I’m very much looking forward to working in the leisure industry.”

G7 launch

The personal training studio

Advertising

Editorial

Sales and marketing

Group Editor: Andrew Harrod Tel: 01226 734639 Fax: 01226 734705 Email: ah@whpl.net Reporters: Louise Cordell Tel: 01226 734694 Email: lcordell@whpl.net Mary Ferguson Tel: 01226 734712 Email: mf@whpl.net

director: Tony Barry Sales manager: Lucy Hill Tel: 01226 734615 Sales executives: Daniel Lloyd Tel: 01226 734699 Danielle Hornby Tel: 01226 734707

MATRIX Fitness Systems has launched its G7 resistance equipment in the UK. Seven pieces of the range are currently available including converging chest press, diverging seated row, seated triceps press and seated leg curl.

The series will expand to 19 products by the end of 2009.

Although aimed at all abilities the equipment is designed to be less intimidating than standard kit, especially for the de-conditioned or new gym user. Haverhill Leisure Centre and University of Hertfordshire Sports Village, who have recently been refurbished, have confirmed they will be purchasing the equipment.

Production Group Deputy Editor: Judith Halkerston Tel: 01226 734458 Email: jhalkerston@whpl.net Wharncliffe Publishing Ltd. 47 Church Street, Barnsley, South Yorkshire S70 2AS.

www.workout-uk.co.uk

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Gym shorts Serious about exercise EXERCISE is not being taken seriously as part of illness prevention strategies, it has been claimed.

A new YouGov survey, commissioned by the FIA, shows that consumers believe that the healthcare sector undervalues the importance of exercise in the treatment of lifestyle diseases such as obesity and asthma. Of those questioned, 59 per cent agree that there should be greater investment in exercise.

Andree Deane, chief executive of the FIA, said: “The survey findings sends a very clear message to every doctor, health visitor, PCT official and healthcare strategist in this country.”

Working ‘in’ not out

WORKING ‘in’ is the new working out, according to a survey that reveals twice as many women exercise in their living rooms as have gym memberships.

The research, conducted by Sheilas’ Wheels home insurance, claims over 13m women (43 per cent) across the country now own a motioncontrolled console such as a Wii – or live with someone who does – compared with 8.7 m women (28 per cent) who currently hold a gym membership or have held one in the past year. Nearly a fifth of those polled stated that saving money was the main incentive for ‘inlounge’ workouts.

Dubai president gives approval for studio

By Mary Ferguson PERSONAL trainer to the stars Rob Blakeman is opening a new studio in Dubai after winning the approval of the country’s president.

BodyZone will form part of Dubai’s Sports City, the world's first purpose-built sports city, incorporating state-of-the-art sporting venues and academies along with residential and commercial developments.

Rob Blakeman's BodyZone will be situated in the prestigious Academies of Excellence section next to Manchester United Soccer School.

Rob, who is based in the Midlands, said: “I had a friend out there who was building a hotel and he got chatting to the marketing manager of Sports City, who mentioned he was looking for someone to open a studio.

“He told him about me and my celebrity clients and I was invited over for a chat. I met the president of Dubai and he was impressed by my work as nutritional advisor to the BBC so invited me to get involved.”

Rob said the recession has slowed things down a bit but he hopes the studio will be open by the end of the

Rob (left) and John Thompson

year and he is already getting interest in franchising from elsewhere in the country.

“One of the reasons they wanted a private training studio there and not a gym is because it will be used by a lot of Muslim women, who can’t exercise in front of men for religious reasons.

“The president said he thought my studio and systems are the best there is – it’s a shame I can’t get that recognition in the UK. Rob’s previous clients include Ozzy Osbourne, Mike Tyson and Nigel

Benn and he is currently working with TV actor John Thompson.

When the new studio opens he intends to divide his time between there and the UK and is also planning to expand the brand into China and Germany.

Rob, who admits his personal training is suited to the pockets of the affluent population in Dubai added: “I want my studios to offer the best performance training in the world and one of the attractions of opening in Dubai is that a lot of the people there can afford it.”

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Gym shorts Duncan’s spa plan DRAGONS' Den star Duncan Bannatyne is opening a new city centre spa underneath his existing health club in Edinburgh.

The facility is being launched in a bid to take advantage of UK consumers spending more money on pampering themselves rather than going on expensive foreign holidays.

He said that he chose Edinburgh for the new spa because of the strong demand being seen at the group's existing health club, which has seen turnover rise by two per cent on last year.

Carl muscles in on commuter trade

By Mary Ferguson

London upgrades

THE London Borough of Richmond upon Thames has invested over £90,000 to upgrade the fitness facilities in its sport centres.

The fitness suites at four of the council’s centres – Teddington Pools and Fitness Centre, Hampton Sports and Fitness Centre, Shene Sports and Fitness Centre and Whitton Sports and Fitness Centre – have all been redecorated and had Cybex equipment installed.

If you’re an independent gym owner and have a story for WorkOut then give Mary Ferguson a ring on 01226 734712 or email her at mf@whpl.net Carl Prince

A PERSONAL trainer is planning to cash in on commuter trade by opening a high street based studio in Essex.

Carl Prince set up Target Fit four years ago and has taken out a lease on a former shop to offer clients more space to work out, and provide a convenient location for people who use the road to travel to work in London.

Carl, who also has a small studio ten minutes away, told Workout: “The other studio is out in the sticks a bit so I wanted to take things to the next level and open one that is high street based.

“I wasn’t sure whether to buy or rent because personal training is still quite in its infancy so I want to see how it goes for a few years before maybe looking to buy.

“The estate agents were trying to get me to go for office space or units on industrial estates which would give me more space for the same rent but it

would mean being tucked away.”

The new studio is big enough to accommodate ten people so Carl is planning to rent it to other trainers too and also hopes to gain business from GP referrals.

The main area will be split into free motion equipment and a matted area for boxing, while an adjoining room will be rented to a beauty therapist or masseur.

Carl plans to keep the other studio open and will continue operating the personal training at The Brentwood Centre, operated by Brentwood Leisure Trust.

He added: “I see the new studio as a big step in the development of the company and in the way we train our clients.

Through what we are able to offer our clients in terms of giving them the utmost privacy and a fresh alternative to the intimidating gym environment makes Target Fit one of the most innovative personal training companies in Essex.”

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Mirror, mirror on the wall ...

By Mary Ferguson RUNNING on a treadmill in front of a mirror in the gym can boost exercise performance, a new study has claimed.

Research by Teesside University has shown that seeing moving images of themselves while working out helps members with motivation and technique.

The findings were published in the journal Medicine and Science in Sports and Exercise, after a study involving ten physically fit males, with an average age of 22.

They took part in three 20 minute treadmill runs with a day’s rest between each and while running, faced different life-size images of themselves. One was a normal mirror, one a normal mirror where the left and right sides were reversed, and a static image.

Various performance factors were measured, such as oxygen consumption, heart rate, biochemical running patterns and reaction time.

It was found for beginners that performance was improved with the straight reflection but this tailed off as they became fitter. For more serious runners a static image made it harder to run and this in turn could actually boost willpower and performance in the long run.

Daniel Eaves, senior lecturer and programme leader for sports psychology at Teeside University led the study. He said: “Our results showed that seeing a dynamic mirror image of yourself while running is less energetically demanding than seeing a static image.

“The reversed image placed more demands on the runner’s thought processes. The majority of gyms in the Western world have mirrors in

front of treadmills and our research suggests mirrors help to stabilise your movement allowing you to focus on running more smoothly. “ However, Daniel claims looking at yourself in the mirror can make your work rate less energetically demanding. He added: “If you are just getting into running then mirrors may be ideal for developing your style and performing a less demanding run.

Experienced runners, however, who want to train harder, may benefit from not looking in the mirror.”

European organisation chooses board member FRANK van de Ven of Life Fitness has been chosen as a board member for the European Health and Fitness Association (EHFA).

His role will be to join fellow EHFA leaders in the industry to govern and increase the awareness of the benefits of exercise in Europe.

The EHFA is a not-for-profit organisation representing the interests of fitness facilities in the European Union.

With its objective to get more people, more active, more often, the

EHFA is a standards-setting body of the health and fitness industry in Europe that promotes best practice in instruction and training.

Frank said: “Within the European fitness industry, we need to provide facility operators and owners with a unified representation to ensure their needs are being fulfilled.

“EHFA is the ideal organisation to ensure our industry is cohesive, and speaks with a single, strong voice to make significant improvements.”

Firm takes on centre management FREEDOM Leisure is to take on responsibility for the management of Mid Sussex District Council’s three Olympos leisure centres, in conjunction with GLL. This is the first time since its formation in April 2002 that the company has taken over the

running of leisure facilities direct from council-managed services.

Freedom Leisure and GLL have worked together on a number of projects including its partnership bid to manage K2 Leisure Centre in Crawley.

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Jon tries out the Milon equipment, watched by a member of staff

Jon beats the credit crunch

By Mary Ferguson Topnotch Health Club in Colchester has become the first gym to install a Vibeworkz franchise, targeted at users looking for a quick lunchtime workout.

The studio operates using a Fitvibe Controlled Whole Body Vibration training platform and is used by both members and non-members.

Alan Pearson, pictured above, owner of Vibeworkz, said he will be running group and pre and post-natal classes, as well as one-to-one sessions.

He added: “It is proving to be a really great way to complement regular gym user sessions and also introduce people into a gym environment. “

A HEALTH club in Buckinghamshire is laughing in the face of the recession by reporting a big increase in members taking out two-year contracts.

Jon Williams, manager of The Marlow Club, claims 2009 has been their most successful year to date, signing 132 members in June alone.

He said: “Since the end of last year our retention has improved massively and we have so many more members moving from the three-month contract to the 24-month, because they are seeing results.”

Peak usage on the three-month contract costs £70 and £12 a month is saved by going on to the two-year

option. Jon puts much of their success down to the club’s focus on getting members results and the recent installation of the Milon circuit.

In June the club invested £90,000 in installing the equipment, after Jon saw it in use at Courtyard Health and Fitness, where it is being trialled for the manufacturers.

Members pay an extra £6 a month for the system, as well as a one-off £29 for the programmed card, and by the beginning of July, 300 existing members had joined up.

“It bridges the gap between general gym use and personal training really well because there is a maximum of 12 people using the kit at any one time and there is always an instructor

there. Our biggest competition is the David Lloyd down the road and it’s really helping set us apart from them.”

The club opened up Milon memberships to new members from the beginning of July and Jon said between five and ten people trial the system each day, with 85 per cent of them then signing up.

He added: “The system is one of the ways we encourage our members to be committed to their fitness and then they see results, which makes their memberships seem more worthwhile. We probably charge an extra £25 a month compared to our competitors but what we offer is completely different.”

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Guards drafted in to manage swim sessions

By Mary Ferguson A LEISURE operator forced to appoint security guards to manage free swimming sessions for teenagers have revealed how they have turned things around.

Barnsley Metrodome, operated by Barnsley Premier Leisure (BPL), is one of a number of their centres in the area offering free swimming for under 18s as part of a government initiative.

But its popularity resulted in huge numbers of teenagers descending on the pool, causing concern amongst regular users who complained of feeling intimidated and it being too busy.

The problems made front page news in the local newspaper and to help combat them, the centre introduced set sessions for holders of the MI card, which entitles under 18s to free swimming and bus travel in Barnsley.

Glenn Tolan, head of operations for BPL, told Workout: “We anticipated a big increase in usage but the demand was phenomenal, which started putting pressure on the infrastructure such as lockers and changing cubicles.

“We introduced security guards in the changing rooms and in the reception simply to manage the numbers

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Gym shorts New exerciser installed NEW Milton Health and Leisure Centre in Hampshire has become one of the first in the UK to install the new BalanceMaster lower limb exerciser.

Fitness manager Rob Mangles said: “From an exercise perspective at our gym, they are predominantly used by members who require lowimpact training, or those whose programme is based on sport-specific exercise, for example a field sports player whose sport involves running and quick turns.”

Rob is currently recovering from an anterior cruciate ligament reconstruction on his right leg, following a bad rugby tackle.

He added: “Once I am back on my feet and on light duties at work, I will begin my own rehabilitation using it.”

Centre is revamped Glenn Tolan, head of operations for BPL and we did have a couple of incidents when the police had to be called because of unruly behaviour, but that happens occasionally anyway because we have always been very busy at weekends.”

Sessions for MI card holders – which are also open to everyone else – now run at set times in the evenings and weekends and family sessions have been added to cater for the family market.

“The new timings have been fantastic because we are still getting the numbers, but are also keeping the regular users happy. And introducing a queuing system in reception has really helped too.”

Because of the increase in footfall Glenn said they are also benefitting from secondary spend in the cafe areas and claims the scheme – set to run until 2012 – is now running smoothly.

THE fitness facilities at a Doncaster leisure centre have undergone a major transformation thanks to a £300,000 cash injection.

The Fitness Village at Doncaster Dome has a revamped gym and free weights area, equipped by Life Fitness, and a new reception and changing rooms.

To minimise disruption to members, CV equipment was moved to the main sports hall while the refurbishment took place.

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Watchdog clears gym over Chav fighting claims

Liverpool offering outdoor gym alternative SIX parks in Liverpool have had outdoor gym equipment fitted to help keep the city’s elderly active.

By Mary Ferguson LONDON independent gym Gymbox has been cleared by the advertising watchdog following complaints that its Chav Fighting classes condoned and encouraged violence.

The gym had been criticised for promotional leaflets that advertised the self-defence class with the strapline ‘Martial arts with Burberry belts and a fist full of sovereign rings’.

The leaflet went on to say: “The louder they grunt the harder they fall.

Why hone your skills on punch bags and planks of wood when you can deck some Chavs? Welcome to the wonderful world of Chav Fighting. A world where Bacardi Breezers are your sword and ASBOs are your trophy."

The leaflet went on to list some of the other available classes, which included Boob Aerobics and Bitch Boxing.

Complaints to the Advertising Standards Agency (ASA) challenged whether the ad, which suggested Bacardi Breezer bottles could be used as weapons, condoned violence

Research by the city council and Liverpool Primary Care Trust found that people over the age of 50 are ‘very unlikely’ to use a conventional gym, but more likely to do exercise outdoors.

The installations – which cost £100,000 – include a leg press, skier and agility bench.

Liverpool City Council’s executive member for the environment, Councillor Berni Turner, said: “Research shows that older generations don't like to use conventional gyms, so giving them another, greener option will suit them better.

“This equipment can be used by the family and will set a great example to the younger generation when they see their parents or grandparents getting active.”

Better access needed to exercise schemes DOCTORS need better access to exercise schemes for patients with depression, a new report has claimed.

The research published by the Mental Health Foundation claims only half of GP’s have access to exercise referral schemes but patients who do exercise see a big improvement in their mood and confidence.

Andrew McCulloch, chief executive of the Mental Health Foundation, said: “Exercise therapy is an effective, clinically approved treatment option that can help treat mild to moderate depression, yet this report tells us of the barriers that must be overcome before GPs in all parts of the country can offer exercise on prescription to patients experiencing the illness.”

Personal trainer Julie Seymour has become the face of Nintendo Wii’s new ‘real life’ computerised fitness sessions. Julie – one of the leading trainers with Fitness First – will be on screen as for the first time, real personal trainers rather than 3D graphics are used to help people exercise at home.

against certain members of society and whether the promotion of Bitch Boxing encouraged violence against women.

But an investigation by the ASA found the leaflets to be ‘tongue-incheek and at a remove from reality’.

A spokesman said: “We concluded that, although some would find the approach in poor taste, the references were clearly in the context of a promotion for boxing and selfdefence classes, and would be unlikely to condone or incite violence against particular social groups or against women.”

Gymbox said the leaflet for Chav Fighting was meant to draw attention to the class but communicate it in a witty manor and claimed it was not offensive.

During the investigation, they explained that Bitch Boxing was a female boxing class taught by boxer Cathy ‘The Bitch’ Brown and ‘in no way inferred violence towards women’.

They added that they had handed out over 75,000 leaflets and had received no direct complaints.

The controversial leaflet advertising the Chav Fighting classes

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Steve hopes website will revolutionise way people exercise

By Mary Ferguson A PERSONAL trainer has set up a fitness website designed to revolutionise the way people choose to exercise and help gyms keep in touch with their members.

Steve Barrett, a Reebok Global Master Trainer, has given every type of exercise on feelfit.com a ‘points’ value, so people can select the most effective activity to do. Everything from spinning classes to housework has a value, with 400 exercises listed.

Steve, who has trained big names from royalty to rock stars, told Workout the website is designed to complement gym memberships, not replace them.

He said: “Workouts can either be viewed on screen or downloaded onto an ipod, so people can take it to the gym with them. And it’s a great way to keep them motivated inbetween visits.”

Recent additions to the feelfit team include Alison Roberts, former MD of Tesco e-diets and Jason Worthy, who used to be corporate membership sales manager at Fitness First.

Jason said:“Partnering with feelfit

enables health and fitness clubs to attain never before possible levels of interaction with their members, while at the same time increasing brand loyalty and exposure.

“Feelfit provides a full white label experience on behalf of health and fitness club operators ensuring that the membership experience, rather than being confined to the four walls of the club itself, reaches out into users’ everyday lives. By working with the industry we are providing a complimentary digital element to traditional health and fitness services, with resulting benefits for both our partners and their clients.”

The website is also targeting Department of Health officials and PCTs to educate them about the site and encourage GP referral.

Alison added: “One of the biggest downfalls of other fitness sites is that they are strictly targeting fitness aficionados. We expect that in the same way the points-based approach revolutionised dieting, the feelfit points system will revolutionise keeping fit which means we can reach out to weight-watchers and fitness fans alike.”

Steve Barrett

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Despite winning a category at the FLAME Awards in June, the club at Cadbury House refuses to rest on its laurels. Mary Ferguson reports.

The team collecting their FLAME award

Award-winning club forges ahead

By Dominic Musgrave IT was the first time the health club had won the Spirit of FLAME award and manager Jason Eaton said it was important recognition of the team’s achievements.

One of the largest independent health clubs in the UK, it currently has 4,000 members – bringing it almost to capacity – and in 2007 was named European Club of the Year.

Bringing in architects and interior designs, it opened in May 2006 with the aim of being totally unique in terms of design, helping separate it from the competition.

Jason, who has been with the club two years, said: “Because we are an independent we wanted to stand out so there was a lot of research done to make it different from your run-of-the-mill clubs.

“And because we are in an affluent area, that attracts lots of older members – who come in during the day – freeing the facilities up for other people in the evening.”

Memberships range from £43-amonth for students to a full membership at £64, with choices of six or 12-month contracts.

There are 75 group exercise classes a week with an occupancy of

around 85 per cent.

Two years ago the club introduced an art class in one of the rooms, so people can work out and then enjoy an activity afterwards – making the club a bigger part of their lives.

“It’s really popular during the day as many of the older members enjoy it as it’s good for socialising.

We are also introducing Aqua Tai Chi – I don’t know of any other club that does that class in the pool.”

Jason said they have an annual attrition rate of around two and a half per cent, which he attributes to the staff looking after the members and making an effort to get to know

them.

Future plans for the club include the addition of online booking for classes and a drive to win the award again next year.

Jason added: “That is our ultimate aim, and we just want to make sure our high standards are kept up.”

Other winners at the FLAME awards included Spirit Health Club Taunton, Nuffield Health Fitness & Wellbeing Bristol, Benton Hall Golf & Country Club, Fareham Leisure Centre, RBS Health & Leisure Centre, DC Leisure Management, Fitness First, Kevin Yates and Andree Deane.

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‘Bare bones’ bid to retain members

By Christina Eccles A 28-YEAR-OLD gym has restructured its membership pricing in a bid to retain users and attract new business during the recession.

Jeff Pearson, owner of Club 2000 Energise in Swindon, has introduced a ‘bare bones’ option costing £14.99 a month off-peak or £19.99 a month peak, including use of the gym floor but not the pool or jacuzzi.

An induction is included, but personalised programmes cost an extra £5 a time. A £29.99 membership includes an unlimited amount of programmes and for £10 a month extra members can get four group personal training sessions with a maximum of five people in each session.

Jeff – who also saves money by using a biometric fingerprint system instead of membership cards – said: “It used to be very easy to convert someone from £29.99 a month to £39.99 a month but the credit crunch really bit into that which is why we introduced the cheaper option.”

The gym floor

The restructuring means people can pay to use the facility as their needs change month by month and the introduction of a built-in redundancy package helps him manage objections during the sales process.

“One of the reasons some people are reluctant to join a gym at the moment is that they don’t know if they will be in work in six months. So if someone can prove they have been made redundant, I will simply tear up the contract. I can do that because I’m an independent operator, so don’t have to run everything past head office.”

Jeff said the pricing changes meant he sold more memberships in June this year than in 2008, but at a lower price.

He added: “We are down on profit and treading water but we are certainly not going backwards. And I will look at restructuring the prices again when the economy picks up because at the moment I do believe that we are under selling ourselves.”

Use of the gym’s pool is not included in the ‘bare bones’ membership

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UK FITNESS SCENE An elderly member at a newly-opened gym in Swindon is still pumping iron despite being 76.

Peter Jones works out at the énergie Fit4less gym, the first of a chain of budget clubs set to open around the country.

General manager Ben Palmer said Peter, who won a powerlifting competition last year, inspires the other members.

He added: “Peter is a true testament to fitness and living a full and healthy lifestyle. For his age he is in great shape and you can easily see that this has a positive impact on his well-being and everyday lifestyle.”

Market your club through your USP

By Dave Wright Creative Fitness Marketing EDWARD DeBono , considered the leader in creative thinking and the inventor of the term ‘lateral thinking’ coined a phrase when it comes to marketing called ‘supertition’ rather than ‘competition’.

Competition comes from the Latin meaning ‘seeking together’ whereas supertition means ‘seeking above’ – ie running your own race.

You see the clubs that can be different in their marketplace are the ones that can be seen to be adding more value to the consumer, so ultimately they are not just compared by price and service alone but on their unique offering to the community. It all lies around your ‘USP’ your Unique Selling Point.

Every club should have one USP that sets your product or service apart from your competitors' in the eyes and minds of your prospects.

Those that don’t have a USP are considered as just another ‘also ran’ and thus prospects will compare what you offer purely on price alone.

It also means that you don’t seem to have a distinct competitive advantage to someone joining your club.

Many clubs get mixed up with what their USP is. They often use taglines such as ‘with us you are a member and not a number’ or ‘our instructors are friendly’.

The way to determine if your USP is truly unique is that if for a minute you ran the opposition’s gym, could you in fact use that same tagline? You see a USP is more often than not something that can’t be replicated.

Some tips on making your USP feasible is by checking the following points: In just a few words, it should single you out from your opposition.

It will often have the words ‘the

Dave Wright only ...’ or ‘no-one else can ...’

It is something that should appeal to the type of member you’d like to attract.

The best USP is something that is very hard for another club to copy.

For example ‘At XYZ gym, we are the only ladies only health club in XYZ town’, or ‘ABC Gym is the home of the UK’s most successful and famous body-builder’.

Your staff need to know about your USP and ideally, so do your members.

It mightn’t be why every single member has joined your club, but it should be a key to why a lot of them do, so therefore it must be the focus of all your marketing and communication that you have with your marketplace.

You see, it’s one thing of actually having a USP, but if you don’t constantly utilise it, it’s like winking at a girl in the dark – you may know that you’re doing it, but no-one else does.

INDUSTRY SPOTLIGHT

18

As Bawtry Health and Fitness played host to a record-breaking exercise challenge, owner Luke Walker spoke to Workout about what the event meant to them and how it benefitted business.

Simon with supporters outside the club

Club rallies for charity challenge MEMBER Simon Boguszewski broke a world record when he completed the challenge in June, raising thousands of pounds for charity and setting a new standard in personal fitness.

Using the gym’s facilities, the 24 hour event involved him running and rowing two half marathons, cross training a full marathon, cycling 125 miles, completing 1000 press ups and walking 10km and completing 1250 bench step-ups with a 50lb rucksack.

The bag was the same weight as his daughter Jasmine, so he could imagine he was working with her on his back.

His aim was to raise money for a

charity in support of The Kidney Research Fund, following her past struggles with kidney failure.

Luke said: “The original idea was for Simon to try and beat an existing fitness challenge, held by someone in Scandinavia.

“He emailed the guy who offered to donate £250 to the charity for Simon not to try and beat the record and offered to help him construct a new one instead.”

American company Gaspari Nutrition heard about the challenge and gave their support by sending over products to help with Simon’s training, and Maxi Muscle gave him an 80 per cent discount on their range.

International Fitness Forum sponsors unveiled MULTITRAX are proud to announce Stott Pilates and Star Trac as official sponsors of the International Fitness Forum, held over 10-11 October at Stamford Bridge, West London.

Stott Pilates and Star Trac will be running sessions presented by their most experienced presenters over both days of the convention, giving delegates the necessary skills to develop and excel in their chosen areas of expertise.

The sponsored sessions are among

more than 150 sessions on offer to delegates over the two days.

The convention sessions cover group fitness, mind and body and personal training, with the top presenters and educators from their respective fields passing down their knowledge, new techniques and the latest research available.

Convention delegates can gain up to eight CPD points from REPs, four for each day that they attend.

Luke said: “When Simon came to me with the idea I thought it was very exciting but we did have initial reservations.

“We knew that to get the best press and promotion for both the charity and the club we would have to plan things properly.”

Other members got involved with the event by gathering their own sponsorship for individual challenges and member Andy Storer set an unofficial record at the same time by lifting as much weight as possible in 24 hours. Simon ended up completing the challenge with 54 minutes to spare and Andy lifted 705 tonnes of weight – smashing his target of 500 by 5am.

Luke (right) with Simon Boguszewski

INDUSTRY SPOTLIGHT

Event boosts interest and takings at gym OVER a thousand people passed through the doors of the gym over the 24 hours the challenge took place and Luke said he took double the amount of money in one day as he normally takes in two weeks.

He said: “The day before the event I sent out an offer to all the email addresses we have offering buy one get one free on a year’s upfront membership for anyone that joined during the 24 hours. Six people took it up, paying £300 each for two years of membership and I was really surprised by how successful it was, especially as we only emailed past and present members. I’m definitely going to consider doing it again, maybe around Christmas time.”

Luke said the competition got everyone in the gym talking and in the month before the event, double the number of people compared to usual were training in the gym.

Local businesses supported the event by donating food and raffle prizes and a nearby sandwich shop put on a breakfast barbecue.

The event generated a huge amount of media coverage for the gym, with TV stations filming live from the challenge and a number of newspapers getting involved.

Luke added: “We knew that whatever record we set, it had to be big, as there will be people all over the world who will now try to beat it.

Our aim is to do something similar every two years and maybe ultimately end up with a worldwide competition. It was six months of really hard work but it was all thoroughly worth it.”

19

How Luke took advantage of window of opportunity LUKE has owned Bawtry Health and Fitness for three and a half years and in that time, has built up a successful business.

A former sports and massage therapist for Rotherham United FC, he had just started working privately from the gym when it came up for sale.

He said: “I’d been there literally four or five weeks when the owner asked me if I knew any footballers who wanted a gym, as he was retiring due to ill health. I’d always thought I’d like my own place, so considered it to be fate.”

Luke has a 15-year lease on the building, and much of the equipment came with the price.

“A lot of it was horrible so I sold it to nearby schools and colleges, then when I heard a local rehab facility was being refurbished I bought some second hand resistance pieces.

“There was some Technogym CV equipment already in the gym and also some other random bits, so to create a uniformed look I sold the other pieces and created a whole range of Technogym so it didn’t look scruffy.”

When Luke took over the gym in 2006, it had 250 members but

Bawtry Health and Fitness now has over 550 after he worked hard to turn things around.

“The business was tired and run down with bright yellow walls and dirty hand prints everywhere and there was no TV, just a stereo in the corner. The owner was an ex-miner and it was very much an ex-pit gym, used by a lot of men.

“But we have made it into a family-orientated, communityspirited club with a real mix of members which means we have a steady flow of people through the day, without the rush hours that many gyms have.”

To make the club more welcoming, one of the first things Luke did was replace the front doors which were big and green with no windows.

“Putting new doors in with big windows made such a difference – it’s not rocket science but it made it so much more inviting. I wanted people to be able to look in and see the gym so we kept the doors open, and people who walked past were constantly popping their heads around.”

The gym is housed in an old methodist chapel from the 1800’s but Luke said the only drawback is its location down an alleyway hidden from the main road. He added: “I’ve no doubt that if we were up on the high street we would get more business.

“And when I bought the gym, the only problem I could see is that it had no parking – and I know I’ll never be able to get it.”

UK FITNESS SCENE

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Joanna Hall was named by Cosmopolitan magazine as 'the UK's most influential woman in fitness', following 20 years as an exercise professional. She spoke to Workout about the future of the industry and life in the limelight.

Why Joanna is walking tall ...

A REGULAR in the media, diet and movement specialist Joanna Hall is a well known face in print and on screen, spending three years as the resident fitness and diet expert for ITV’s This Morning.

She said: “I always wanted to help people be the best they can be through movement and nutrition.

When I was at school my teacher said I was going into the wrong career and that I should be on TV, and as it turned out I have ended up doing lots in the media. It’s funny how things come full circle.

“Because I’m so passionate about what I do the This Morning work was a fabulous opportunity to communicate what I believed in to such a massive audience. For a lot of people being active is quite intimidating and I really wanted to change that.”

According to Joanna, the fitness industry is constantly changing but she believes improvements can still be made in how it’s regulated.

“We also need to be careful about how we communicate our aim to help people look better because it’s a delicate subject and people can be sensitive about their looks and get desperate. I do worry about the dodgy products that are out there to help people lose weight, but there are some fantastic programmes too.

“It’s an exciting time for the fitness industry but I still think there is the opportunity to appeal to a wider audience. And we need to get people to challenge the way they think about exercise and see that they don’t have to simply visit the gym three times a week to move more.”

As well as training stars including pop princess Rachel Stevens and XFactor finalist Diana Vickers, Joanna

‘Walking has always been the foundation of my work as a fitness professional and we have had phenomenal results from people who have really changed their health and body shapes’ now spends much of her time developing walking programmes and promoting the activity’s health and fitness benefits.

She set up WalkActive two years ago, running courses, events and spa breaks and is now planning to roll the concept out across the country.

She said: “Walking has always been the foundation of my work as a fitness professional and we have had phenomenal results from people who have really changed their health and body shapes.

“I see it as intelligent exercise and it’s not just for the de-conditioned market either – I’m getting a lot of runners who may have injuries and also people who are bored of the gym.

“It’s really excellent how people who are already fit are also seeing amazing results. We do 7km time trials and people are doing it in 47 minutes – without a doubt people underestimate the benefits.”

Joanna was speaking to Workout from Champneys, where she was running a walking spa break. She added: “I’ve got a fitness director here, an orthopaedic surgeon, a new mum in her twenties and three GPs – proving it really does appeal to everyone.”

Step-by-step guide: Joanna Hall Did a degree in Physical Education and Sports Science followed by an internship at Virginia Mason Sports Medicine clinic in Seattle Obtained a first class MSc in Sports Science Was appointed training director for Shape Fitness Education Worked as Step Reebok coordinator for Reebok UK Has written 11 books and directed four exercise DVD’s Was the first expert to bring the pedometer/10,000 Steps concept to the UK public through her work with the House Of Commons All Party Parliamentary Health Select Committee

UK FITNESS SCENE

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Merseyside gym goes all out to attract the ladies ...

By Mary Ferguson

International fitness presenter Dean Hodgkin came out of his retirement for a one-off appearance at a charity event in America. Dean, currently acting as a consultant to franchise brand Energie Group, took to the stage at the Masterclass For A Cause event held at Reebok’s world headquarters in Boston. He said: “Don’t worry, this is not a Take That style comeback, I’m going straight back to my pipe and slippers.”

AN independent gym on Merseyside is celebrating its first anniversary by trying to boost the number of women using the facilities.

Golden Glory UK, which opened a year ago, trains people in cage fighting, mixed martial arts and Thai boxing and is trying to shake off its masculine image by generating more female memberships.

Owner Neil Woods – a world champion Thai boxer – has dropped prices for women to just £18 a month in a bid to attract the fairer sex, which at the moment makes up just ten per cent of all memberships.

Workout met manager Kevin Roberts at the gym. He said: “By taking away the price barrier, it will get them in where they can realise it’s not just a gym for men.”

To appeal to those who want to train away from men, the cardio area is on a mezzanine level, away from the free weights, boxing ring and matted fighting area downstairs.

“We made sure we have two of each pieces of equipment because a lot of ladies like to come together and work out side by side. I’ve installed a rope grappler upstairs too and I always include that in the programmes I set for the women as a way of introducing them to resistance training.

“Otherwise they tend to spend all their time on the treadmills and bikes then wonder why they still have bingo wings.”

Kevin said the gym does a healthy trade in supplements, many of which – including fat burners – are targeted at women.

And the introduction of tuition classes for children has resulted in mothers taking a pay-and-go option to work out at the same time.

Kevin added: “People see what we do and think it will be a spit and sawdust type gym but it’s massively family-orientated and there’s a really friendly atmosphere as most of the people that train here are family men themselves. In 12 months I’ve never seen any aggro.”

Kevin Roberts

The refurbished gym area

Gym ‘transformed’ by new equipment and overhaul A MANCHESTER gym has transformed its fitness facilities by installing new equipment and overhauling the free weights area.

The Northern, based in Didsbury, teamed up with Fitness Warehouse to make the changes, and gym instructor David Hough claims it is now much easier to convert show-rounds into sales.

He said: “It’s completely transformed the gym. We only had five treadmills to begin with and at busy times they fill up so we got two new ones.

“Our cross trainers were very old so we replaced them too, installed a new rowing machine and a new selection of free weights.

“We replaced the carpet with a rubber matting area and it all looks so much more professional.”

The club closed for one day while the improvements were made and the installations coincided with some roof improvements.

David added: “Member feedback has been great and we really feel we are competing with other gyms in the area now.”

UK FITNESS SCENE

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Lesson in dedication from body building teacher Caroline

By Louise Cordell A FITNESS instructor turned PE teacher has been inspiring her pupils after representing Great Britain in a body building competition.

Caroline OIiver worked as a gym instructor for 12 years before moving on to teach at Henry Mellish School in Nottingham.

She is enthusiastic about raising the profile of women in sport and it was this that encouraged her to take up body building a year ago.

In that time she has been placed in every competition she has entered, recently came fourth at the European Championships representing Great Britain and now aims to win the NPA British title in October.

She said: “I have always enjoyed training at the gym but have never done it competitively – so when I felt like I needed a new challenge I decided on body building. My pupils thought I was a bit mad at first – but there were all keen to see how much muscle I had built up and ask how I had done it.”

“I also get a lot of attention from the girls at the school, because succeeding as a female body builder is still something that’s quite unusual.

“It shows them that you don’t neces-

£1.5m redevelopment transforms leisure centre Caroline OIiver sarily need to be good at the traditional team sports to be successful – you just need to choose something that suits you and work hard at it.”

“I think it is really important to practice what you preach – and for a PE teacher to commit to something like this shows the kids what can be achieved with the right focus, attitude and work.”

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Whether you’re an international hotel chain or a small private gym, you can count on Hutchison Technologies to provide a first class service and offer an unparalleled choice.

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THE £1.5m redevelopment of Huntingdon Leisure Centre from a dated site to an up-to-the-minute family leisure complex is now complete.

The two-phase project, managed by Alliance Leisure and design and build experts Createability, began in April 2008 with the creation of a mezzanine floor across two of the sports hall’s five courts.

During the first phase, an Impressions Fitness Suite was built featuring existing Technogym equipment and including new Technogym Excite line and strength kit, a BalanceMaster lower limb exerciser, five Concept 2 rowers, two Trixter Xdream bikes and a Galileo vibration New equipment to work the upper body in super-fast time has been launched in the UK. The V Series Rope Climbers have seen huge success in America – where celebrity fans include Bruce Willis and Sylvester Stallone – and are now available in the UK through distributors HaB International. Rope climbing provides complete upper body cardio or strength workouts in five to ten minutes, making them up to five times faster than using separate cardio and strength routines.

plate. The second phase saw the conversion of the old gym space into a Pure Health and Well-being relaxation zone, which showcases a heat experience with a crystal steam, floral steam and herb sauna, along with new Energize treatment rooms and changing facilities.

Simon Bell, general manager of Huntingdon District Council – who operate the centre – said: “It is the first to offer this type of spa in the local area and the response has been exceptionally positive. Not only have we seen increased visits, but we have experienced a much more even distribution of throughput throughout the day.”

UK FITNESS SCENE

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Anorexia problem inspires Abigail

By Mary Ferguson

Workout June 2009

A FITNESS instructor at an independent gym in Cambridge has revealed how suffering from anorexia inspired to her to work in the fitness industry.

Abigail Prince, pictured, who recently qualified as a personal trainer, got in touch with Workout after seeing June’s special feature on exercise addiction.

Now a recovering anorexic, she said working at Barn Health and Leisure enables her to help those with similar problems and she is planning a 24 hour spinning event at the club to raise money for eating disorders charity BEAT. She said: “The article in Workout pushed me to start my campaign about raising awareness of eating disorders, its effects and its relationship with exercise.

“I want to reach as many people as I can with this campaign and I also feel that we are spreading the same message.”

Abigail was diagnosed with anorexia at 15 and used exercise as another way of controlling her weight. At 16, with the blessing of her doctor and parents, she joined Barn Health and Leisure as a member and staff

there were informed of her condition.

“The staff at the gym devised a suitable workout for me and monitored me while I was there and they made it clear to me that my weight was unhealthy. To begin with, I exercised for the wrong reasons – to keep my weight down – but then I began to really enjoy it and noticed how much it was boosting my self-esteem. It was then that I decided I wanted to make it my career.”

Abigail now works as an instructor at the gym and has recently qualified as a personal trainer. Many of her clients struggle with eating disorders themselves.

She added: “It really helps that they can open up to me. Other gym users know about my condition because they have seen me there as a member and I’m just happy I can use my own experience to help others through exercise.”

The 24-hour spinning event takes place at Barn Health and Leisure on October 17.

Society launches campaign for wider access to gyms A NEW campaign to widen access to gyms and fitness activities has been launched by the Chartered Society of Physiotherapy.

It is calling on the NHS and local authorities to improve access to exercise opportunities and invest in popular activities for people of all ages, such as swimming, aerobics classes, gym sessions and cycling.

The campaign coincides with

the release of a report by the organisation that shows 63 per cent of adults are risking their health by not doing enough exercise, with 20 per cent of those questioned admitting they work out only once a month or less.

Bridget Hurley, chartered physiotherapist and spokesperson for the society, said: “Most people know physical activity is good for their health but when it comes to doing it, exercise isn’t a priority.”

Record sales figures for operator A new Énergie Fitness club has opened in Milton Keynes, making it the 80th in the UK. Following a £150,000 refurbishment, the venue was opened with the help of the Deputy Mayor of Milton Keynes, Councillor Debbie Brock , MK Dons Chairman, Pete Winkelman, and énergie Fitness chief

executive, Jan Spaticchia. The gym also held free fitness classes and tours of the gym throughout the weekend.

Pictured: Pete Winkelman, chairman of MK Dons Football Club; Mayor of Milton Keynes, Councillor Debbie Brock; Jan Spaticchia (CEO of énergie Fitness)

LEISURE operator Sheffield International Venues Ltd (SIV) has announced record sales figures that show a ten per cent rise on the previous year.

All nine of SIV’s most high profile venues all saw sales increases, in some cases by up to 40 per cent, with strong performances

within memberships, community sports, commercial activity and catering. The company’s health and fitness membership Fitness Unlimited saw a 24 per cent increase, up £680,000 on 2008-09 figures and there were a record 15,000 Fitness Unlimited members at the year end.

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UK FITNESS SCENE

UK FITNESS SCENE

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Fridges and fire engines put members to the test

By Mary Ferguson AN independent gym has seen a boost to business after hosting a strongman style competition involving fridges and fire engines.

Krunch, based in Waltham Abbey, cheered on members who competed in events including the pulling of a ten ton fire engine, lifting a 23 stone bar and carrying fridges over a 30-metre course.

Winners were split into two categories, with under and over 95kg winners, and people turned out from the local community to get behind the competitors and be entertained by the challenges.

Gym owner Neale Cranwell said: “I’ve noticed how interested members seem to be when Strongman comes on the TV screens every year so I wanted to put on a similar competition here.

“We had regular training days every Saturday to build up a buzz and I wanted the competition to be difficult but achievable, which is why I split it into two weight categories.”

Supplementation company UBOSS sponsored the event, supplying T-shirts for the competitors,

£500 cash and protein supplements for prizes. The gym provided free memberships, personal training and sunbed sessions.

The local fire brigade donated an engine that was pulled with children on board and a BBQ and family-friendly entertainment attracted hundreds of people to the contest.

Neale said: “From my point of view it was very successful and I’ve had lots of people interested in joining.

“On the day I did an offer with no joining fee and the first month free and that got half a dozen people signed up straight away, and we had people join in the days following the event too.”

Manager reports ‘incredible’ response to refurbishment THE Galleon Leisure Club in Manchester has undergone a major refurbishment in a bid to boost retention and attract new members.

The Didsbury-based club has transformed its facilities with the help of Fitness Systems, upgrading its studios, CV, resistance and circuit zones.

Manager Iain Watson said the refurbishment cost nearly half a million pounds but the feedback from members has been ‘incredible’.

He said: “Work went on for a month but because the gym is arranged in zones, it meant minimum disruption

to members as we could do them one at a time.

The refurbishment had been a long time coming but with the help of Fitness Systems we were able to do a really good job.”

To celebrate the improved studios – which include new flooring, mirrors and air conditioning – a new class timetable will be launched at the end of the summer.

Iain added: “We are hoping the improvements will boost new business but we also expect it will massively improve retention. And it’s a great way of thanking our members who have been with us a long time.”

15 members took part in the competition and two people entered from other gyms in the area, after Neale advertised the event on muscle-building websites and forums.

“I decided to charge an entry fee of £5 to make sure people were serious and within five minutes of putting the notice up on the gym wall, we had 30 names on there who wanted to take part.

“Only 15 turned up on the day to compete but it was really great to see so many other members there cheering them on.”

Because of the success of the event, Krunch will now host the Britain’s Strongest Man final and London’s Strongest Man competition in September.

Neale Cranwell

Bodyshapers Fitness Ltd take over importing and distribution of Champion Nutrition BODYSHAPERS Fitness Ltd are pleased to announce that they are taking over the UK importing and distribution of Champion Nutrition, a Florida-based sports nutrition manufacturer that has enjoyed great success in the USA for the past 25 years.

Champion Nutrition produce a wide range of products incorporating protein powders, weight gainers, protein bars, creatine, glutamine, pre and post workout products and much more.

Bodyshapers director James Bridges said he was excited to add Champion Nutrition to the range of brands as ‘they have long been a leading brand in the US and have a lot of new products that the UK supplement market

will love’.

One of the new products is Pure Whey45 liquid whey protein – a single serve ‘shot’ of fruit flavoured whey protein available in boxes of 12 vials and ideal for gym and shop counters as convenience items.

Enquiries: www.championnutritionuk.com

UK FITNESS SCENE

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Rachel recognised for Pilates qualification A leading fitness professional has been recognised by a national training body for her Fitness Pilates qualification.

Group exercise presenter Rachel Holmes has been working to develop her Fitness Pilates NVQ course for instructors over the past nine years.

To date she has trained more than 2,000 qualified instructors and has now mapped her course for a level three NVQ qualification.

Working closely with national educational bodies Active IQ and the NVQ, Rachel has produced a new level three qualification for experienced fitness professionals who want to update their existing industry knowledge.

She said: “As the popularity of Pilates continues to increase, level three qualified instructors are in high demand. Fitness Pilates includes all classical and original aspects of Pilates teaching in addition to updated elements, progressions and current research.”

Workout has been named an official media partner for fitness convention Bodypower, following the success of the first ever event at Birmingham NEC. Over 8,000 people attended the show for two days of high level performance, features, seminars and networking.

International stars including Mariusz Pudzianowski, the World’s Strongest Man, Kai Green, the Arnold Classic 2009 winner and UFC stars Michael Bisping, Dan Hardy and Paul Taylor attended the event, which also featured a strongman competition.

A two-hour Spinning challenge held at Greens Health and Fitness in Chingford raised over £3,000 for local charity Haven House Hospice. Thirty gym members took part whilst listening to live Ibiza tunes mixed by DJ Marie and the challenge was

led by instructor Jill Allday, who entered the spirit of the Ibiza theme by donning a bikini. She said: “The challenge not only raised money for a good cause, it also helped keep our members motivated and fit and healthy.”

SportEngland top score for sport centre THE Helenswood Sport Centre in Hastings has been awarded a Highly Commended Quest Award, sponsored by Sport England.

The site, operated by Freedomleisure, was awarded a top score of 81per cent, the highest mark achieved to date across all 19 of Freedom Leisure’s centres.

Manager Toby Reed said: “I believe the centre looked fantastic during the assessment and now we aim to maintain and improve upon the standard set by everyone during the visit.”

Olympic Gold medallist Nicole Cooke visited the UK headquarters of Abbott to open the company’s newly revamped staff gym. The opening followed a cross-company campaign, ‘Fit Fitness into your Work Life’, which included low-fat lunches in the canteen, a prize draw for a mountain bike and discounts on Abbott’s EAS sports nutrition range of products.

Champion cyclist Nicole said: “It’s great to see a company take their staff’s health and fitness so seriously.”

Pictured: Nicole Cook with some Abbott employees at the opening of the gym

VIBRATION TRAINING

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Former army instructor bases studio around vibration training

By Mary Ferguson A FITNESS professional has opened an exercise studio based entirely around vibration training, targeting time-poor workers and those needing rehabilitation.

Craig Ingley, a former physical training instructor in the armed forces, has opened Vibro-Suite in Birmingham following management positions with Bannatynes, Esporta and VibroGym International.

The facility uses eight VibroGym Evolution vibration plates, set up in a large open plan studio, and will also offer physiotherapy, osteopathy and beauty treatments.

Craig said: “The whole format will run the same as a normal health club, meaning people will get assessments and programmes. We will also do studio classes on the plates – the whole point is to condense the amount of time spent in there and people get the same benefits using a vibration plate in a third of the time compared to general gym work.”

Craig said as well as targeting busy professionals, he also hopes to tap into the rehabilitation market, claiming the medical benefits of using the plates are huge.

He will be promoting the exclusivity of

the studio by capping membership at 500, in a bid to keep the ‘intimidation factor’ to a minimum.

The studio is sandwiched between a Bannatynes and a Virgin Active health club – who both offer vibration plates – but Craig will also be using Olympic rings, punch bags and kettlebell training to maximise the effectiveness of the workouts.

“The medical capabilities of these plates also gives us the edge and because I know first-hand how attrition works at those clubs, I’m expecting a few of their dropouts over here.”

As well as the main studio there will be three wellness rooms and a mobile service will enable the plates to be taken into the workplace.

Craig said his ultimate aim is to promote vibration training as a complete health and wellness concept and is confident the new business will do well.

He added: “Vibration training isn’t just a fluffy female-style way of losing weight and I expect an equal number of men and women coming through the door – ranging from those with medical conditions like MS to elite athletes.”

Craig Ingley

VIBRATION TRAINING

Clearing up the confusion ...

AS vibration training becomes ever more popular within the fitness industry there seems to be more confusion about the different products available. And with prices ranging from hundreds to thousands all making the same claims, who wouldn’t be confused?

The questions: Does vibration training really work?

What difference does it make that VibroGym is manufactured in Europe and not the Far East?

What is the difference between the performance of a machine like VibroGym made from high grade stainless steel and a machine made from plastic?

The VibroGym carries full MDD certification. What does this mean to

Market-leading plate from Ultim8 ...

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It has four frequency settings and four time settings and high and low amplitude. It also has a lower control panel and a large A1 poster and training guide.

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The plate is ideal for weight loss as it burns 350 calories in a ten minute programme and is also great for toning, sports rehabilitation and cellulite reduction.

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New equipment from Vibrostation VIBROSTATION has launched a new range of commercial vibration equipment for the fitness and beauty market.

The two new machines utilise different vibration mechanisms. One machine is a vertical style vibration plate similar to the original Vibrostation that has been one of the UK’s best sellers for a number of years. The second new machine is a high specification pivotal style plate that has been developed over a number of years and has been designed for studio use.

Over the last five years there has been a debate over which style of vibration mechanism is better for the user and also what is the best machine for a business.

Vibrostation believe that all vibra-

tion systems are effective and can work and complement each other both for end user results and to the business running them.

Vibrostation offer expert advice to any company looking at introducing vibration training equipment and can advise on the best system for the company’s requirements.

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me as a potential client and my members?

Why is VibroGym the choice of Premiership football teams such as Chelsea, celebrities such as John Terry and Geri Halliwell and medical institutions such as The Aspire Spinal injury Clinic?

How does VibroGym’s REPS accredited training course differ from others?

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33

34 24-HOUR GYMS Last issue, Workout reported on a gym owner’s struggle to find insurance to open 24 hours. In a special feature, Mary Ferguson investigates the pros and cons of round the clock operation and looks at those who have made it work.

Round-the-clock gives Gary an edge IN the frenzied fight for members, gyms are increasingly looking at ways to set themselves apart from the competition – but without breaking the bank. And for many, opening round the clock is the solution.

In September last year, independent club Twenty4Seven Fitness in Portsmouth began operating 24 hours, unmanned through the night.

Owner Gary Lockwood told Workout the gym is up 78 per cent from last year in terms of revenue and new memberships and claims it’s all down to the extended opening hours.

“It’s given us the edge over our competitors and there are lot of them around here – but we have taken lots of their members.

“Because Portsmouth is commutable to London, we have a lot of city boys who get the 6am train, so they come in to train at about 4am, and we also get people coming very late at night who do shift work.”

Gary’s insurance company and landlord dictated that the gym must be manned for the first three months round the clock and since then, an entry card system and CCTV has provided overnight security.

To be allowed a card for 24 hour access, a stringent vetting process requires members to show two forms of ID and proof of address, so they

can be contacted if something goes wrong.

The gym is based within a waterfront complex with its own security staff, who also monitor goings on around the club.

Gary added: “We pay a hefty service charge to be on the site so the extra security comes as part of that. The club wasn’t designed as a 24 hour gym but we are planning on opening more sites which will be purposedesigned from the start.”

Budget operator The Gym currently have three 24 hour sites open, with plans for two more in the Autumn.

But the first to open in Hounslow ran into problems when residents in nearby apartments complained of late night noise from members dropping heavy weights onto the floor.

As a result, CEO John Treharne made the decision to remove the heaviest weights and install thicker matting to minimise noise disruption.

“Because the gym is in a multi-use site, residential apartments are in the same building and there was a problem with free weights being dropped.

So we reduced the heavier weights because we want our clubs to be seen as health and fitness environments and not bodybuilding gyms.”

The clubs are staffed until 10pm and members access the gym by

Gary Lockwood in his gym using a pin code, which then alerts a central system monitoring the CCTV that there is activity within the club.

John added: “We did a lot of research before we opened and looked closely at how some American

24 chains operate, as well as talking to security experts.

“Although we don’t think it’s the main reason people join, opening 24 hours is definitely a unique selling point for us.”

Lack of use leads to end of 24-hour opening LACK of overnight use has forced an independent gym to end its 24 hour opening after over three years of round-the-clock operation.

Hoofers, based in a Nottingham shopping centre, was busy around the clock when it opened in 1995 but in April, owners made the decision to cut its opening times following a drop in the number of people exercising out of hours.

Gym manager Zach Schmidt told Workout the number of people using the gym overnight started tailing off last year.

He said: “No-one was coming in between one and four am so it just wasn’t cost effective, especially as we had a night receptionist and two fitness instructors working during that time.”

The gym now opens between 5.30am and 11pm and claims that makes it the only gym in the city centre with such long opening hours.

“At our busiest we had upwards of 75 people coming in during the night but towards the end, we were lucky to get five or six.

“It’s hard to guess at reasons why, but a spit and sawdust gym opened nearby which gave doormen membership for £150 a year and as they often came in during the early hours after work they left to go there.

“And the recession may be a factor – lots of the users did shifts at factories and maybe they just don’t have their

Hoofers swimming pool jobs anymore.”

Other overnight users included taxi drivers and students – who stopped coming over the summer months when they left university for the holidays.

Zach added: “We gave people the heads up that we were stopping 24 hour opening about six months before we actually did and of the members that cancelled their memberships since, only five stated that was the reason why.

“The business model is working well now though and because there were only a handful of people who used it overnight towards the end anyway, cutting the opening hours hasn’t rocked the boat too much.”

24-HOUR GYMS

Vernon adopts ‘two strikes and you’re out’ policy

35

All weights over 50kg are chained up at night

AFTER eight years of operating unmanned overnight, The 24-Hour Gym in Swindon has employed a member of staff to be present in the club from 10pm until 6am.

Owner Vernon Montgomery said increasing numbers of night-time users meant it was justified, and the employee can do cleaning and admin jobs on his shift to free up fitness instructors during the day.

But since 2001, the club has been unmanned out of hours and Vernon said he has learned through trial and error what works and what doesn’t.

Some members – who are given keys to access the building – were let-

ting other people in so he now operates a ‘two strikes and you’re out’ policy, meaning that if someone is caught doing it more than twice, they will have their membership revoked.

Other difficulties included: Under 18s – who are banned from the gym – accompanying their parents at night TV channels being changed and music turned up, to the annoyance of other users Weights being left out on the gym floor.

Vernon said: “We had one guy who was in the gym late at night and we were watching him on the CCTV try-

ing to lift 55kg dumbbells above his head when he weighed about 12 stone and couldn’t do it. His training partner was sitting four benches away watching TV – the guy could have killed himself.”

The incident led Vernon to make the decision to chain up all weights over 50kg after 10pm and new members are not allowed overnight access during their first three months, until they know how to use all the equipment properly.

The CCTV system is linked to Vernon’s laptop and although he doesn’t monitor it constantly, he can be at the gym within three minutes if

he needs to. A panic button system triggers his mobile phone to ring and if it rings more than three times, a call then automatically goes through to the emergency services. But in eight years of operation, it has never had to be used.

Vernon – who is in the process of opening another 24 hour gym in Bournemouth – added: “Opening round the clock is a bit like having a child – if you bring it up properly it will work.”

Vernon is happy for operators who want help with 24 hour opening to contact him for advice on 01793 881900.

Craig Smith of insurance brokers John Ansell and Partners Ltd told Workout that planning to operate overnight without staff can open up a ‘can of worms’ when it comes to getting insurance. He shares his advice to gym owners.

Pitfalls of overnight opening IF a club is unmanned and a member exercising alone fell off the back of the treadmill and banged their head, they could be laying there for hours until someone else comes in.

So what could have been a relatively small insurance claim has the potential to multiply greatly.

And even if you have two members working out in the gym, you are putting responsibility on one to take action if the other has an accident.

You can invest in CCTV but it needs to be monitored remotely – it’s ok being able to play back a tape to see what happened in the event of an accident, but it doesn’t help the person laying there injured at the time. Panic buttons can help, but you need to make sure someone on call is close by, so they can get to the gym quickly in the event of a problem.

And you obviously can’t put CCTV in the changing rooms and most falls actually happen in the showers, because of the water on the

floor.

So if you are opening overnight without staff, it makes the member induction even more important as they need to be briefed in what to do in an emergency.

The incident of accidents during the night shouldn’t be any greater – but the problem is that once the accident has happened, how does an insurance company then go about defending that claim?

If there is no instructor on hand, they have no-one to report it to so there is no evidence, no third party witness statement if no-one else was there – and therefore no defence.

A 24-hour gym, if manned, should not present a problem to insurance companies, but the difficulties come when the premises are not going to be staffed overnight.

For example, how do you control access? Most gyms give members swipe cards but there’s nothing to stop them being used by other people – you could have five or six peo-

ple using the facilities on just one membership.

It’s not that insurers don’t like covering 24 hour gyms, it’s just about how they are managed.

If operators can show insurers they have considered the risks and taken steps to counteract them, then they will be happy to help.

But you have to think about why you want to open round the clock – if it’s just because you want to get more people through the door at no extra cost I’d say it’s probably a bad idea.

But if you feel there is a genuine demand for overnight opening and enough of a market to justify the extra costs, then it is doable.

But I would recommend that if a gym is going to open 24 hours it really should be manned.

Otherwise the cost of putting things in place to keep the insurers happy – like CCTV and panic buttons – could end up costing more than paying a member of staff to be there.

Craig Smith

36

UK FITNESS SCENE

The benefits of small group training

By Matthew Januszek SMALL Group Training (SGT) is one of the hottest trends in fitness and continues to gain popularity around the world.

Witnessing this trend, we’ve spoken to our customers who agree that SGT has enormous potential and is a great opportunity for business development.

Benefits for the operator include: Increased profitability – although the price to the customer has decreased, the overall session cost has gone up, making it a more efficient way to maximise the hourly rate and in turn increase income.

New business – SGT may attract potential clients who would not have An active grandad has passed his lifeguard award at a Sheffield leisure centre at the tender age of 64.

Paul Staves, who has worked as a city pool attendant for 28 years, succeeded in passing the National Pool lifeguard Award at Ponds Forge by diving down to depths of 20 feet, towing fellow lifeguards and completing timed swims, all whilst still in uniform.

This is the tenth time Paul has passed the course to allow him to supervise swimmers in Sheffield during his poolside career. The award now ensures he will be able to work until his retirement in October.

been interested in private personal training either due to the price or because a group setting is less intimidating than a one-to-one situation.

Increased referrals – by connecting with more people, trainers are increasing the likelihood of word-ofmouth referrals, which will also provide additional revenue.

Business growth – understand that your clients need change and that you must develop your business model by introducing different training formats and methodologies to meet their evolving requirements.

Improved retention – of clients and trainers. If clients are happy, achieving their desired results and having a good time, they are much more likely to remain as repeat customers.

Benefits to the clients include affordability, support, variety and no compromise on quality – clients still receive personal attention, individual goal setting and guidance to ensure results.

You need to stay ahead of the game.

Some clubs are already starting to move away from one-to-one personal training and are promoting group or partner training as an alternative. It offers a win-win situation – more cost effective for clients and more profitable for trainers and clubs.

You don’t just have to follow industry trends – set them. Get it right and it could make a huge difference to your business.

Matthew Januszek is customer solutions director, Escape Fitness

Matthew Januszek

37 BOXING

Andy’s knock-out plan to open his own gym

By Mary Ferguson A boxing instructor working from a studio in Warrington is setting his sights on opening his own gym that caters for everyone.

Andy Rogers takes two boxing for fitness classes a week at the studio, based above a bodybuilding gym, but is searching for independent premises to launch his own club in the area.

Andy, who has been teaching boxing for 12 years, told Workout: “I’ve been inspired by gyms I’ve seen while travelling in America and really want a warehouse-style space where I can separate a boxing side and weights area, as well as providing CV equipment.

“I don’t want to be a traditional bodybuilding gym where it’s all about size.”

Looking at clubs in California has convinced Andy of the importance of cleanliness and design, but his biggest concern is that the club combines boxing with strength training. “Gyms tend to be either one or the other and I think they are missing a

trick.”

As part of the new business he would like to offer one-onone and group boxing tuition, as well as continuing with the boxing for fitness classes.

“I’d also really like to start female-only classes as I think women tend to be much more relaxed in an all-female environment.

“If you set up a gym you are providing a facility, so you need to make sure you facilitate as many people as possible.

“And I know that when I do get my own place, without a doubt my current class members will follow me there.”

Andy is hoping to find premises and have his club up and running by the end of the year.

He added: “I’ve trained in gyms all over the world and I’ve taken elements from them that I want to re-create in my own space, but I’ve also seen things I don’t want to do.

“Ultimately, I’m looking forward to being able to make Andy Rogers my own decisions.”

Boxing clever with classes ...

ANDY has been teaching boxing for fitness classes from the studio for nine months and and said he has seen a big increase in participants.

“I normally get about 35 people in and when I started I only got 12 so it’s really grown and because I do no advertising, it’s all from word of mouth.

“I’ve had the odd guy come up from the bodybuilding gym downstairs but to be honest they don’t last long, because it’s so far out of their comfort zone.”

The classes are high intensity and participants only get 15 seconds recovery time throughout the sessions, with a focus on working the upper body.

“I’ve seen some great improvements in people’s fitness since they have started doing the classes. We have a guy who’s about 18 stone and he was really intimidated the first time he came but I looked after him and for me, he’s the star here. It took a lot of bottle for him to start coming and he’s losing weight rapidly.”

When he taught boxing for fitness classes at a nearby chain, despite the ‘graveyard’ time slot of Friday night, Andy said he got fantastic numbers. And once a month, he took them to a dedicated boxing gym to let them experience time in the ring.

He added: “It was really good for holding their interest as they really buzzed from it.

But the problem from my point of view was that the club just wouldn’t spend the money to facilitate the classes. It took nine months to get hold of some skipping ropes and they wouldn’t even consider getting a ring.”

Three-time Scottish champion Stevie Simmons delivered some knockout words of inspiration to young boxers at Hawick Thinkfitness Boxing Club's second annual dinner.

The star took time out of his busy training schedule with the Great Britain team in Sheffield, where he is preparing for the world championships.

Picture: Stevie Simmons, middle centre joins fellow guests and members at the Hawick ABS Thinkfitness dinner

38 www.workout-uk.co.uk

BOXING

New boxing gym opens at racecourse

By Mary Ferguson

Help give gym a fighting chance A NEW community boxing gym has opened in Norfolk thanks to the help of volunteers, donations and grants.

Attleborough Amateur Boxing club is affiliated to the ABAE and caters for youngsters and adults, charging just £1.50 for a 90-minute session.

A £5,000 lottery grant paid for a ring, and medicine balls, benches and weights were donated by Amazon Leisure, who’s head office is based nearby.

A group of volunteers helped refurbish the new facility, which is based in a former bathroom showroom.

Chairman Jeremy Burton told Workout: “We were using the gym facilities within a local

school but the summer holidays were coming up and we didn’t want the kids to have to stop training.

“So we put on some fundraising activities, applied for a grant, and then Amazon heard what we were doing and offered to help. We even managed to get eight mirrors for £30 each from eBay.” The gym is mainly used by youngsters but 40 per cent of membership is made up of adults and Jeremy said they are hoping to launch ladiesonly boxercise classes soon.

Jeremy added: “A big aim for the gym is to get kids off the streets and I think that’s why so many people have been supporting us.”

A NEW recreational boxing gym has opened at Brighton racecourse, aiming to encourage people to use the sport for general fitness.

The Stables Gymnasium has been set up

by John Mattey of Leisure Boxer, a former trainer and events organiser for Londonbased City Boxer.

Based in a former snooker hall, the club also features a gym area with free weights, resistance and CV equipment and boxing facilities provided by Lonsdale.

John said he is aiming to attract people who have no previous boxing training and may have misconceptions about the sport.

He said: “It’s about showing people that boxing is accessible and that you can take it as far as you want.

“We are pushing it towards women who may just use the gym facilities and do a bit of boxercise, or men who harboured dreams of being a boxer as a kid and want some one-on-one training.”

Before the gym opened, a marketing campaign included daily leaflet drops, an advert on local radio and boxing demonstrations in a supermarket car park.

Membership is £55 a month with a £100 joining fee that includes three one-on-one boxing lessons, gloves and wraps and free

membership to the racecourse.

“Because unlike other gyms we are hitting stuff and the gym is tailored towards people who haven’t boxed before, our inductions need to be very comprehensive.

“We get a lot of people come in that are bored with their normal gym and want to try something different and our target demographic is 25-50, so we are not after young aspiring boxers.”

John added that he gets a lot of people who come in because they are intrigued by the boxing but are a little bit shy of it, so spend time using the gym equipment until they feel comfortable in the environment.

Julius Francis joins the Fight Fit team JULIUS Francis, former British and Commonwealth Heavyweight Champion, is delighted to join the Fight Fit team as one of their inspiring trainers to deliver the unique Fight Fit boxing training at gyms and health clubs nationwide.

After an exciting career as a professional boxer, where Julius once fought against boxing legend Mike Tyson, he took the opportunity to become one of Fight Fit’s boxing trainers; a position Fight Fit currently offers to highly motivated fitness professionals across the UK – for a limited time only.

Julius said: “I look forward to being part of Fight Fit as their training programs are dynamic and refreshing.

The Fight Fit 2-day course for personal trainers and fitness instructors is simply great and showed even a champion like me a few tricks of how to teach boxing to others.”

Martin McKenzie, founder of Fight Fit said: “We welcome Julius as the newest addition to our team of fitness and boxing experts. It’s great to have yet another boxing champion on board who will teach our boxing programs to clients who want to get in shape through fun, effective boxing workouts.”

Following the success at last year’s LIW, where Fight Fit achieved an amazing turnout of more than 300 signups, this year Julius will be part of an outstanding, head turning boxing and skipping performance at as part of the Fight Fit demonstrations. Plus. over £1000 worth of course places are to be won.

Enquiries: 020 7788 7825 Website: www.fightfit.co.uk

Julius Francis, former British and Commonwealth Heavyweight Champion

Sponsored by:

39

KIDS’ FITNESS

New gyms tick all the wish list

By Louise Cordell TWO new gyms have been created at Radley College in Abingdon to get pupils into peak condition for their sports competitions.

Students at the private boys school compete in sports ranging from football and rugby to lacrosse and ultimate frisby, so keeping fit and healthy is a priority.

Ollie Campbell, gym manager, said: “The school had had the same gym for the last 12 years and there were only strength machines, no cardio equipment or free weights, so it was really time for a change.

“We completely gutted what was there for a full renovation and made sure we got in stations that would tick everything on our wish list.

“The gym will now be used in PE lessons to help the boys get fit for their chosen sport and we will be able to create specific programmes for them to help them improve.”

The redevelopment consists of two rooms, an upstairs gym overlooking the swimming pool and sports hall,

containing cardio equipment and fixed path resistance machines, treadmills, cross trainers, bicycles and rowers, all supplied by Pulse.

The downstairs area is a free weights room with dumbbells, lifting rack and Olympic lifting platform, bench press, technique bars, plyometric boxes, chains, bumper plates and kettlebells.

Ollie added: “The downstairs gym is important as it is most beneficial for the boys to learn to use free weights properly rather than sitting on machines.

“We have tried to keep the appeal as wide as possible, and also take into account what the pupils would most want.

“We are expecting a big influx of pupils once the new facilities are open.

“Before were were getting in a maximum of around 40 per session - but when it is done we will be expecting at least 100 per session.

“Before long we expect at least 50 per cent of the student population to be using the facilities on a regular

The finished gym basis.”

The fitness suites are mainly aimed at the pupils and they will have exclusive use of the facilities at set times during the day and in the evening.

However, outside of those times they will also be open to members of the public.

Ollie added: “We are planning to cap the membership at around 150

members, as we don’t want it to get too busy, and the last thing we want is for the pupils’ access to be affected in any way.

“As long as the gym pays for itself then the college is happy so the motivation is not about making a lot of money.

“What we want to do is give the pupils as much support as we can, through time and facilities.”

New classes for disabled children

By Louise Cordell

The kids enjoying the fitness equipment

THE Park Leisure Centre in Barrow has developed a new range of fitness classes for disabled children.

Working with the local hospital and a group of parents with disabled children, the team at the centre saw the opportunity to use the fun factor associated with interactive fitness equipment to stimulate the children, whilst at the same time helping to develop their reaction, balance, co-ordination and speed skills.

Using the latest range of Pulse children’s interactive fitness products, a range of sessions has been designed specifically to help disabled children enjoy physical activity.

Ian Jones, fitness manager at Parks Leisure Centre said: “Our ‘Max Inspiration’ sessions are designed to offer children who normally get sidelined by physical activity a way to develop their skills in an environment where they are encouraged to try everything.”

40

TRAINING AND RECRUITMENT

The package offers advice on setting up bootcamps

The National Skills Academy for Sport and Active Leisure has appointed Florence Orban as its CEO on a permanent basis.

Florence joined the Skills Academy as interim chief executive in June last year and played a crucial role in the development of a strong provider network and the National Coaching Investment Programme with Sport England.

She said: “People make a business and, as

better skilled people make better businesses, I have wanted to implement the vision and goals of the Skills Academy since its beginning.

“The impact it will make to the sport and active leisure sector inspires me to play a permanent role – I believe we can make a profound difference to the performance of employers of all sizes through better skills.”

Cain helps Silvana get figure fit GB FITNESS director Cain Letham proved his expertise when he helped first-time body builder Silvana Imrogno flex her way to success during her first ever season.

Silvana, who has also gained personal training and nutrition qualifications through GB Fitness, took titles including IBFA Miss Europe and WTS Miss World and said she will continue working with Cain until the end of the year.

She said: “Cain is unbelievably knowledgable and it totally blew me away. I really enjoyed my first season and Cain came to as many competitions with me as he could – he has been very supportive.”

To contact Cain at GB Fitness call 07961 346461 or e-mail cain@gbfitness.com

Silvana Imrogno

Spencer reveals bootcamp secrets

By Dominic Musgrave A FITNESS instructor has set up an online learning package to allow personal trainers to learn the secrets of setting up successful bootcamps from their own homes.

The new venture will teach everything from sales skills and marketing using the likes of Facebook and Twitter to offering the right nutrition advice and the secret to retaining customers.

It is the brainchild of Spencer Cuckney, of Fitness Master, which runs mainly women’s bootcamps on the Somerley estate near Ringwood in the New Forest.

He told Workout that it has taken him 17 years of working in the sector to build the knowledge that he is passing on as part of the course.

Spencer added: “Nobody ever teaches you about the business side of running a successful fitness business, so I thought that I would share some of my experiences given that I am still passionate about it at the age of 40.

“Having the passion is key to running a successful fitness business, as well as networking and developing relationships with people. If they

meet you and like you they will hopefully buy from you, and that is part of what I will be teaching in the package.

“Staying in touch with people on a regular basis is also important for retention. I survey my clients regularly about the services we offer, and a lot of them say they like the accountability side of what we do. The gym I am a member of has never rung me in three years about my membership.”

Spencer says he can see the popularity of bootcamps soaring over the next few years, as more people look to training outdoors, but choosing the right location is crucial.

He added: “Research shows that being outside in the fresh air has a calming effect on people.

“Being in a bootcamp is a bit like being part of a community, and encourages people to make new friends.

“They can then support each other, and it is cheaper than being a member of a gym. I have worked in gyms all of my life and couldn’t work in them again. I love being in touch with nature.”

41 TRAINING AND RECRUITMENT

New fitness apprenticeships launched to help industry PREMIER Training Solutions has launched new level 2 and level 3 fitness apprenticeships to help industry employers maximise their revenue and offer better service to members.

The government funded, REPs recognised courses are designed to be as employer friendly as possible to minimise disruption to work activities.

Pete Banbury, head of corporate operations at Performance Training Solutions said: “Our team is experienced in the running of health clubs and we know that operators need the best results from our training with

minimum time away from the gym floor. Our combination of live work based training, DVDs and online eClasses with tutors optimises the support for the learner and reassures the employer that work time is not compromised.”

Premier’s apprenticeships represent an exclusive offering in the UK and Europe as they centre on the worldrenowned National Academy of Sports Medicine education programme. In particular, the NASM Certified Personal Trainer offers an applicable and results-focused style of education.

Paul Kelsall has been appointed manager of the new gym and spa at Chester hotel Hoole Hall. The purpose-built facilities cost £8m and, currently under construction, will feature a spacious gym with Technogym stations, high impact studio and yoga room. The spa will have a couple's suite, Rasul, relaxation lounge and specially-crafted natural treatments.

www.workout-uk.co.uk

TRAINING – ADVERTISER’S ANNOUNCEMENT

42

Guns – Part One ...

By Alan Runacres, director of training, WABBA Qualifications LET’S look at exactly what’s involved in exercises for the biceps, or as some would say – guns.

Bicep is Latin for ‘two-headed muscle’, with brachii being the main surface belly and brachialis being the predominantly deep head lying underneath.

Everything about bicep training is based around the three simple rules of position to engage and use parts of the biceps for bending the elbow.

With palms facing up you recruit the brachii, with palms inverted you recruit the brachialis, and with twisting movements you recruit both heads, so far so good.

So with this in mind the rules are simple, straight-bar curling movements such as barbell curls, straight bar cable curls, and concentration curls to the same shoulder, are all designed to predominantly work the brachii (main belly) of the biceps for superior gains in size or strength.

Dumbbell hammer curls, concentration curls across the body and other such similar movements where the palm is inverted throughout the whole range of movement are all designed to predominantly work the brachialis (deep head of the biceps) for a superior shape and curvature of the upper arm.

EZ bar curls, bicep curl machines, V-Bar cable curls and other such movements where the palm is angled-in throughout the whole range of movement are all designed to equally work both the brachialis (deep head of the biceps) for a superior shape of the upper arm, and the brachii for superior size.

Dumbbell Supination curls, do actually the same end result, but by recruiting each bicep head separately rather than both together throughout the entire movement.

Avoid letting clients train by standing in front of a mirror and levering up dumbbells and barbells whilst arching their backs and bending their

Alan Runacres legs. Chances are, the weight is too heavy to allow correct technique and good form, so results will be painfully slow. They need to lower the amount of weight being used to increase their form and sit down for maximum effectiveness when using dumbbell exercise movements.

Everyone has their own take on how to do curls, but the truth is most trainers miss out on around 80 per cent of the peak contraction through short ranges of movement. Always begin by using the ‘drag and lock principle’ with your elbows, by bending them for an inch or so into the start and finish position, to keep tension onto the biceps throughout the entire execution of the movement.

From this position begin bending the elbows and bringing the dumbbells or barbell up towards the front

shoulder as you breathe out, pushing the elbows forward slightly to allow your forearms to be vertical and pointing up towards the ceiling at the top of the movement.

You will notice your upper arms are now at a 45 degree angle, similar to when you use a preacher bench. The arms should now be allowed to return to the starting position whilst breathing in and the elbows return back towards the sides of the body.

Never listen to anyone who tells you to keep your arms tucked tight into the sides of your body and not to move your elbows – they have yet to discover how to train guns.

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.

44 SUPPLEMENTATION AND NUTRITION

A new energy supplement has been launched, specifically aimed at women.

Target Gorgeous is taken in the form of a four-calorie shot and has been launched by father and daughter team Chris and Charlotte Onslow, who threw a pink-themed party to mark its entry on to the market. The drink contains a cocktail of amino acids and vitamins and a spokesman for the company said it’s also proving popular with professional athletes and personal trainers, who often work long hours.

Seb Coe tries out the facilities

www.workout-uk.co.uk

Dave Bell (left) with Seb Coe at the opening

New centre aimed at sport performers A NEW sports centre for serious athletes has opened in Lancashire with EAS as its nutrition partner.

The centre, opened by Lord Sebastian Coe, was founded by strength and sports conditioning coach Dave Bell with the aim of fulfilling the needs of athletes and sports performers dedicated to excellence.

The facility is based in Rossendale Valley and during its construction was already being used by athletes including the British Lions.

James Anderson, head of EAS UK Ltd. said: “Dave Bell has great vision and skill and we believe his Perform Centre concept will fulfill the training needs of many athletes at all levels.”

Speaking at the launch Lord Coe

Lord Sebastian Coe

Seb at the Perform centre added: “Here in the UK we have many excellent athletes.

“The opening of Perform Centre offers a new, elite facility which is accessible for both up and coming as well as established athletes across a wide range of sporting disciplines.”

The centre is the first of six planned and strategically placed elite fitness facilities throughout the UK.

45

SUPPLEMENTATION AND NUTRITION

www.workout-uk.co.uk

Sports nutrition and strength training expert Kerry Kayes juggles a supplementation business alongside one of the north west’s best known gyms. Mary Ferguson met him at Betta Bodies in Denton to find out more.

Why all roads lead to Denton WHEN the gym opened 25 years ago it was one of only three in Manchester and Kerry admits that in terms of technology, things at the club haven’t changed that much.

A computer system was installed for the first time in March 2008 but what it lacks in design it makes up for in reputation, as sports stars from all over the UK flock to be trained there.

The walls of the club are plastered with photos of its famous visitors over the years, including legends like Lou Ferrigno and Flex Wheeler, and various champion boxers.

Kerry said: “Anyone who has ever laced a pair of gloves up ends up at my place, it’s like all roads lead to Denton.

“And I think the gym works because it’s so stuck in time. I could spend more money and effort on doing it up but I actually think it would spoil things. The members like it like this and if ‘aint broke, then why fix it?

Kerry set up CNP Professional in

1998 after gaining notoriety as a strength trainer to the stars, but has always kept an active interest in the gym, training high profile athletes on a daily basis.

“When the gym opened it was unique and I’d been training as a bodybuilder since I was 17 so I had a lot of experience by that point.

“After we had been open about six years we took some members down to the British Championships at Wembley and they won the majority of the categories. I can confidently say the gym has done everything you can possibly do in bodybuilding.”

Kerry claims the gym caters for members that other clubs don’t want, because they lift too much weight and make too much noise.

“We only shut on Christmas Day and New Year’s Day because if we closed any more they would break in to train. We don’t try to be something we’re not and members appreciate that. A lot of people come here just to

Kerry behind the food |counter

Success on a plate for Kerry NUTRITION hasn’t been muscled out by the weights in Betta Bodies and food plays a key part in the gym’s operation.

Two of the club’s walls are covered in photos of different meals, detailing the calorie and nutritional content, with one wall dedicated to ‘clean’ food and the other showing pizzas and burgers. Behind reception, members can get cooked dinners, fruit and – naturally – a range of CNP products.

Around 30 meals are prepared at the start of the day, plated up and displayed beneath the counter, then heated up on demand. Kerry claims they always run out, as many members spend four or five hours at the gym so like to eat there too.

He said: “We used to sell very healthy food but we found that you need a mix, so people can get egg and bacon and a Mars bar if they want to.

I think at the end of the day, in these hard times, gyms have got to get as many revenue streams as possible and food is a great way to do that. If you are already paying your rent and rates you are getting a secondary stream without the expense of setting

up a cafe.

“In many gyms staff stand behind the counter fiddling their thumbs anyway, so why not get them making egg on toast too?”

When it comes to retailing supplements, Kerry believes gyms could do more to make extra money from them.

“I was really shocked by one gym who said they didn’t encourage the sale of supplements because they didn’t want cash being handled over the counter in case staff started fiddling with it. But in a lot of bodybuilding type gyms the owners tend to be quite educated about nutrition so appreciate the value of selling supplements. In some others though, the staff don’t know what they are talking about, so products don’t get sold. The key is to train and educate them and a good supplement supplier should do that for you.”

He added: “Many gyms are just playing at secondary spend because they put so much effort into selling memberships and a lack of education could really be impacting potential sales.”

Some of the champion boxers who train at the club. rub shoulders with the stars as there’s someone from a small town in someone well known working out England. here.”

He added: “I think Betta Bodies In recognition of the work he does would work without my name to it, with sporting champions, American but as a very different business website bodybuilding.com named model. I imagine whoever took it over would have to drag it into the Kerry Coach of the Month, which he 21st century.” claims is quite an achievement for

46 SUPPLEMENTATION AND NUTRITION

www.workout-uk.co.uk

Independent gym owner Dave Hodges offers dietary analysis and weight management programmes to encourage members to take up personal training. He explains how he makes it work.

Dave and his dietary analysis THE dietary analysis is a simple seven-day snapshot of the client’s diet where each food item is broken down into its main constituents and basic nutritional value with a little advice on how they can ‘clean up’ their diet.

Dietary analysis is very time consuming – each food diary takes at least three hours to analyse as I do it manually and I only charge £20.

You could think that it’s not worth it as it works out at just under £7 an hour for my work which is significantly less than my standard personal training rate.

However, it is a great feed for the weight management programme and for personal training. Anything that gives you an opportunity to build rapport with a potential new client is worth doing.

The weight management programme is a structured ongoing nutrition plan working on a simple points system. I meet the client, usually weekly, to weigh and to discuss how the plan is going and make

sure they are not dieting too much.

The intention is to educate the client to make healthier food choices and to lose weight slowly, steadily and safely.

At any one time I have only around five clients proactively on the weight management programme.

I'm sure there are several exclients who are still following the plan but not meeting me any more as the tool kit they receive includes most of the material they'll need to follow the programme by themselves – they just don’t get the support from me.

So again it’s not a massive earner, around £1,000 a year, but it doesn't take much work or time once it's set up. I find most clients prefer to do it by themselves or in small groups of two or three.

I have them come to the gym and slot them in before or after a personal training session, and the consultation only takes around 30 minutes – so the time/money ratio is good.

As a rule, neither service earns masses of money but I use both as a feed to personal training and to gym memberships.

The dietary analysis tends to appeal more to men; I think because there is no commitment other than the week of completing a food diary.

Once they've got the information and advice they can go away and do what they want with it and not have anyone looking over their shoulder at what they're eating.

Women on the other hand want a bit more encouragement and support, are more able to admit that they need a helping hand along the way and tend to go for the weight management programme.

To conclude, neither service is overly popular, neither makes a huge amount of money, but both act as a good feed to personal training.

Dave owns two Elite Fitness and Leisure clubs in Bristol and operates Aspire Health and Fitness Personal Training from both.

Dave Hodges

PRODUCT NEWS

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Salt inhalation rooms from Dale Sauna Get ready for September with Vacuum-therapy THE latest heat experience to be made available by Dalesauna Ltd is the salt inhalation room. This steam filled tiled room is infused with a salt water solution which mingles with the steam to create an invigorating effect.

The salt vapour produces negative ions which are widely regarded to assist with sufferers from head aches and migrain.

Salt vapour is also extremely beneficial as an aid to breathing and for those suffering from bronchial ailments.

The latest centre to add such a room is the newly refurbished Waves centre in Whitley Bay.

GET ready for September when all customers come back from holiday – one of the best motivational times of the year. Maximise your space and revenue in these tough times.

It’s simple maths – how many rooms and how much space do I have? Plus how much do I pay for my space and how much revenue do I get out of it?

That equals good revenue, great, keep what is in there. Less than what you pay or expect? Then it is time to change, get out whatever is in there and do something new. Vacuum-therapy is all over the press and the ideal add on for any business in the health or beauty industry.

Enquiries: 01423 798630 Website: www.dalesauna.co.uk

Good lighting enhances the workout experience LIGHTMASTERS was established in 1994 to service the needs of the expanding leisure and entertainment sectors in the UK. The company has supplied systems to bowling centres and health and fitness operations, cabaret clubs, discotheques, theme restaurants, bars and corporate hospitality.

Working out in a gym can be boring, but it needn’t be with imaginative, flexible, lighting. Combined with high quality Lightmasters designed entertainment systems, it’s an experience.

We have been successful in business by maintaining close contact with our customers and adapting to the everchanging needs of the market.

Our philosophy is that we are an integral part of your operation. It is essential that we gain a full under-

standing of your business’ strategy so that we may specify the most suitable products for your particular application.

This approach ensures that our customers have a system that is unique, custom-designed and fit for the purpose.

Enquiries: 01480407727 Website: www.lightmasters.co.uk

Why initial impressions count ...

GOOD signage is key to attracting new members to health clubs, it has been claimed.

John Wyllie, managing director of Kaizen Signs UK, said: “Initial impressions count, so presenting a welldesigned, consistent appearance through good signage will definitely help gyms and fitness centres to attract and retain members.”

The company now also offers a range of specialist signs that comply with the Disability Discrimination Act, because when it comes to accessibility, good signage is as important as altering physical barriers such as steps.

To meet this requirement, purpose designed signs from Kaizen use clear graphics and easily recognisable sym-

bols to help everyone find their way around even the most extensive premises. The product range also includes Braille and tactile signs for partially sighted and blind people.

John added: “External signage John Wyllie and internal wayfinding signs should ideally combine to deliver an integrated corporate feel, but most of all they should show the way for everyone.”

Contact: John Wyllie, 0141 2715010

Enquiries: 07838 165006 Website: www.technobeauty.co.uk

Soaring interest in atg UV atg UV have reported soaring interest in the application of Ultraviolet protection by the UK leisure industry over the last 12 months, and have seen the inclusion of Ultraviolet units become standard practise across a number of leading UK leisure operators. atg UV have attributed their success in the leisure market to their ECFsystem range, which was designed and engineered specifically to suit the needs of the swimming and leisure industry.

Unlike traditional chemical treatment methods, the effectiveness of UV systems are not limited to certain micro-organisms, and will provide an effective barrier against all known bacteria, viruses and pathogenic

microorganisms, including chlorine resistant organisms such as Cryptosporidium.

Additionally, UV treatment breaks down chloramines, vastly reducing ‘red eye’, skin irritations and chlorine smell.

The elimination of chloramines also produces crystal clear, sparkling water, and vastly reduces the need for taxing shock treatments and backwashes.

Enquiries: 01942 216161 Website: www.atguv.com

Pocket PT roll out Health Club Operator system POCKET PT is an online innovation where members can log in online and watch videos of their current programme, read articles, and report their progress to their trainer. It means that the trainer can set up template programmes, updates and messaging for the hundreds of members but with suprisingly low admin.

Pocket PT has already been installed in seven gyms this year including several in the Barcelo chain and there are plans to roll out to the other 16 clubs. Online training is one of those innovations that some would say is inevitable; a powerful member support system that also creates mem-

bers who pay you a subscription revenue. It helps with retention and can be used to maximise revenues from your ex member, referral, corporate and community strategies.

Pocket PT is a product that has clearly been designed by a team that understand gym operations, strategies and finances. This operator system deserves your close investigation.

Enquiries: +44(0)207 617 7880 www.pocket-innovation.com

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48 LOCKERS

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Finance solutions for the fitness industry…

As the fitness industry’s preferred finance partner, Shire has designed innovative leasing packages that allow you to acquire new equipment to expand or upgrade your facilities right now, rather than waiting until you can afford to pay cash.

Call Phil Morris on 07968 452061 for free confidential help and advice SHIRE LEASING PLC Company Registration Number: 02476571. VAT No: 55889480.

MEMBERSHIP COLLECTION SOLUTIONS • Credit Agreements • Instalment Collection • Cash Advances

Tel: 01444 449157 www.harlandsgroup.co.uk

Supplied and fully integrated with Clubrunner Management Software

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staffsfitness.com Are you looking to: Open a new gym or fitness centre?

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