Work Out ( January 09) by Script Media

January 2009

The UK’s No 1 fitness industry magazine

Independents need better marketing By Mary Ferguson MORE people could be encouraged to work out if the fitness industry was marketed as a commercial brand, it has been claimed. An investigation by The King’s Fund claims that one-off measures such as financial incentives are not enough to encourage people to change poor exercise habits. Instead, it believes more sophisticated techniques should be used – and that exercise should be promoted using the same type of commercial advertising campaigns as some of the world’s biggest brands. FIA chief executive Andree Deane said that although the industry has always been good at running its own business-boosting campaigns, the independents sometimes struggle. She said: “In principle, I agree – the industry does need to get together to do more and better marketing. Online marketing and resources has been great for us, for example the Sweat In the City campaign, which also used text messages and social networking sites. “Some small, single-site operators though are not going to be able to invest in that degree of marketing.

“It makes it difficult for small operators so getting behind a big national campaign is a good idea.” Report co-author Dr Anna Dixon said data should be made available on what works and what doesn’t – to prevent wasting money on ineffective programmes and campaigns. She added: “The methods used to promote public health need to be more modern, using the most advanced techniques and technologies. ‘The reasons people persist with unhealthy habits are complex. It’s often about changing deep-rooted social habits that can become addictive, rather than just helping people make better choices as individuals. “Financial incentives and information campaigns can be useful but are far more likely to lead to real and long-term changes in people’s behaviour when paired with other interventions like tailored information and personalised support.” I What do you think? Contact Nicola Hyde on 01226 734453 or email nl@whpl.net.

No 184 £3

Contract review for all gyms?

Former EastEnders actress Brooke Kinsella joined a Workout reporter at the New You Boot Camp, a military style fitness camp that claims to help women drop a dress size in a week. Motivated by former Army physical training instructors, exercises include running, boxing, cycling, circuits and hiking, with an emphasis on encouraging women to join gyms and continue exercising when they leave. For a special feature on the camp see Page 23

ALL gyms could be forced to review their membership contracts after the UK’s biggest operator had to rewrite theirs following complaints that the ill could not cancel. The Office of Fair Trading (OFT) intervened after receiving customer complaints about how clear Fitness First contracts were. The company has now made changes so that its contracts specify that members can cancel and receive some refund of fees during the minimum contract period if there are genuine medical reasons. Corrine Gladstone, spokesperson for the OFT, told Workout: “The complaints against the Fitness First contracts related specifically to what would happen if members needed to cancel their contracts because of illness. “It’s up to gyms to make their own decisions on what goes in a contract and it’s not so much about the language but the terms that are stipulated. “Again, operators are not obliged to encourage new sign-ups to read the terms and conditions but it’s a good idea to discuss them upfront.”

UK FITNESS SCENE

Credit crunch takes exercise outdoors ... By Christina Eccles EXERCISING outdoors is becoming more popular as gymgoers fight to beat the credit crunch, according to Superchick founder Cat Dugdale. Cat said that although some people feel slightly apprehensive to begin with, they soon pick up on the benefits of working out in an outdoor environment. She said: “The outdoor element is definitely becoming more popular. Some people do feel a bit scared to begin with but going outside to exercise is so beneficial. It is all about giving people the confidence to go outside. “Also because of the credit crunch some people don’t want to spend a lot on gym membership and exercising outdoors can be a cheaper alternative.” Cat said women get more from their workouts if they have a specific goal to work towards so the company’s outdoor training classes are split into three seasons – each giving members something to aim for. Each season targets different areas with summer focusing on bikini bodies and winter on getting in shape for Christmas cocktail parties and events.

Superchick’s online training programmes can also be broken down with members entering information on their goals and targets and receiving a programme which helps them achieve this. She added: “It definitely helps to have a goal. Women especially like to feel in control of the things they are doing and have a timeframe leading up to an event. “This organised, diary fashion helps them towards this. All our programmes can be downloaded and they can choose a programme and each day print it out.” The idea behind the online training came from Cat’s background as a personal trainer where she found that by writing down programmes and food diaries, clients would achieve more. “With all my clients I always used to keep a spreadsheet and found that if people keep a programme they would achieve better results. “Everyone who signs up gets a private locker page and has options so they can print their programme off and take it to the gym, take it home or use it to supplement their park training. It is always there and puts everything on one platform in a fun style.”

A survey has revealed 96 per cent of gym goers say exercise makes them happy. The poll, by Fitness First, says 94 per cent also feel less stressed after a workout. Among the reasons given for such positive mood changes were feeling energised (45 per cent), making people feel happier with their body (18 per cent) and knowing that it is good for their health (14 per cent).

Fitness First’s national fitness manager Derek Crawford said: “We’ve known for sometime that most of us feel good after exercising – and our findings reinforce this theory. “Nearly all those asked said their mood really did change for the better after a good workout, and the effects were instant.’’

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

Editorial Group Editor: Andrew Harrod

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

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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

A city centre health club that is a celebrity favourite has had a £1m extension and makeover. Laguna Health and Spa, on Greyfriars Road, Cardiff, has been used by many touring celebrities including, Oasis, Pink, Gethin Jones and the cast of Gavin and Stacey. The club has a two floor gym, personal training facilities, exercise studio with over

30 classes per week, 20 metre swimming pool, steam room, and a spa. Manager Alina Coppell said: “At a time when many are experiencing a tightening of belts due to the credit crunch, this investment is a sign of our success in the three years since we opened our doors, and a continued commitment to improving facilities available in Cardiff.”

UK FITNESS SCENE

Listening to your members is the best way to improve your club’s offering according to industry expert Joe Cirulli. The owner of the Gainesville Health and Fitness Centres in Florida tells Workout why communication is important.

Always listen to your members USING suggestions boxes, organising focus lunches and holding oneon-one meetings with clients to find out what they want from their gym is something all gyms should consider, according to Joe. He said: “Getting the opinions of your members will really tell you about the health of your company. “If you put a suggestion box out and you don’t get any input, that means your members think you aren’t listening – this is a bad sign, so go out of your way to let them know that you are. “Then, when you get the suggestions, take the time to phone the

people who have made them. “If you can’t implement their idea, let them know why; if you can, thank them for their help. “It will really help create a club community.” Joe also pointed out that the second essential element of creating a positive ‘family’ atmosphere in the gym is hiring the right people. In his clubs he has based his whole recruitment process around the business’ core values to ensure new staff fit in. He added: “Doing this will help ensure you end up with staff with similar ideas and goals to you.

“It is also important to offer them training programmes – not just initial on the job training, but continuing education courses, so that your staff are constantly improving.” He advises expanding the company from within, by interviewing inside staff for jobs before advertising, and showing employees alternate career paths within the company – for example the receptionist may want to train to become a fitness instructor. Joe has also introduced a scheme called ‘Eagle of the Moment’, his own version of ‘Employee of the

Month’, but instead focused on the incidents management usually miss. Members and other employees can nominate ‘eagles’ if they see a member of staff going above and beyond the call of duty. These comments are then reviewed by a supervisor and a monthly ‘eagle dinner’ is held for the employees where the compliments are read out. Joe said: “The scheme is great because it lets the management know how good their employees are and gives the employees the recognition they deserve.”

SHOKK picks up award SHOKK have picked up the award for the most innovative company at the Leisure Report Awards held to recognise the star performers, operators and concepts of the year. Jonathan Williams, chief executive officer said: “It is fantastic to achieve this recognition and incredibly humbling to receive praise from my industry peers.” Duncan Rowe, editor of The Leisure

Report, added: “SHOKK were chosen as they continue to lead the way in innovation across their market place. “Their Tactics systems signals the group's serious and innovative approach to the youth health market, offering touch-screen technology that enables fitness data and customer-relationship information to be used for the first time in the children's market.”

Olympic medallist Dame Kelly Holmes has opened the new Lammas Leisure Centre in Sutton in Ashfield. The £16m centre has a six-lane 25m swimming pool, learner pool, four court sports hall, 100 station gym fitness suite featuring the latest fitness equipment from Precor and three studios which will house a programme of over 30 group exercise and spin classes each week.

Dame Kelly Holmes said: “This is a fantastic facility for the area, there is something for everyone. “The centre will really help people take up sport and I hope the public really comes out and makes the most of what they have on their doorstep.” The centre is operated by Sports and Leisure Management Ltd under the Everyone Active brand.

Know Your Limits alcohol campaign moves into gyms GYMS are being asked to help make their members aware of alcohol’s impact on exercise and health. The Fitness Industry Association and the Department of Health have joined forces to take the Know Your Limits campaign into fitness facilities. Over 500 clubs have already signed up to run the scheme and help educate their members on the dangers of drinking. Andree Deane, FIA CEO, said: “This includes encouraging consumers to make informed lifestyle choices about what they eat, how much exercise they take and how much alcohol they consume,

because there is a library full of research which details the adverse immediate and long lasting impact of alcohol on a person’s emotional, psychological, physical and mental well-being.” Staff at participating clubs will wear ‘beer-belly’ campaign t-shirts and advise everyone who comes in to work out about the problems that can be cause by a high alcohol intake. Drink diaries will also be available to members to help them keep track of how many units they are drinking in a week, alongside leaflets and posters of health and safety information.

UK FITNESS SCENE

Jason Hall and wife Emma opened their first gym in a converted parsonage in Rainham 12 years ago. Now, the couple have launched their third site and business is booming. Christina Eccles reports.

Sharing the secrets of success ALTHOUGH Jason and Emma are no strangers to the fitness industry, in the past their efforts have been kept fairly low key. But now after the resounding success of their newest gym – Reynolds Health and Fitness in Sittingbourne – they are keen to share the secrets of their success. The gym, which opened in April, has already surpassed its first year targets for membership and shows no signs of slowing down. Jason explained: “We had been looking for some time and knew the area well and that there was nothing like this. Then some land we knew about became available in a great location. “With this one we have been able to build from the ground up as the other two gyms were conversions from listed buildings. “We opened in April with 30 classes and now have nearly 70. “Our target for the first year was 1,400 and our end target 2,500 but we have already reached 2,000 members. “It is such a fabulous club in a great location and has exceeded all

of our expectations.” All of the Reynolds Group gyms – which are equipped with Matrix Fitness Equipment – are designed to create a personal, friendly atmosphere. The focus is always on providing a good service and keeping members happy and according to Jason, this has been a big factor in their success over the last 12 years. He added: “In some gyms there is not enough focus on retention – it has to be about results and keeping people here. “It is important to join people up but those already there are equally important so everyone should be treated the same. “It may get harder but good clubs will always win through. “The key is to communicate with customers. It is not all about profit but delivering a quality service. “We want to grow and be successful but we don’t want to be the biggest. The Sittingbourne club is the biggest we are prepared to go. We want to be recognised in the industry and are proud of what we have achieved. “The gyms are very much geared

Reynolds Health and Fitness in Sittingbourne around being friendly and family run and we attract people who may not normally go to a gym. “Our biggest club is capped at 2,500 members. The club could

take 4,000 to 4,500 but then each person just becomes a number. People will leave clubs but they do not like to leave friends – that is how we see ourselves.”

e promo Helen Houghton, exercis very important tion officer, said: “It is made that step that once people have life they are into a healthy way of

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LETTERS

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Independents are being overlooked – gym manager

anything else their blood pressure or for that matter. sions with the “I have been in discus are being overlly the INDEPENDENT gyms hopefu and this FIA about s running GP likely we are looked by health expert more we battle the more ing to a manreferral schemes, accord done.” ing to see someth ds. different in be ager in the West Midlan to trying is ise Bodyw owner of offers and Karen Cartwright, part terms of the services it referring their should conBodywise, said GPs are Karen believes all gyms s as part of offering. patients to leisure centre their e improv y pretinuall on board with their treatment for ‘fitness patients “Clubs need to get on s “I have just scription’ – but she believe health issues,” she said. to choose ing diashould have the right completed a course regard g group uts. where they do their worko has a no smokin have we betes, ment She said: “The govern other initiatives in the are eduthere higher and where and e schem ness industry, further introduced a referral tary e. /volun to pipelin d charity referre and that is all cation and in the overweight patients are “We are not just a gym s for exercise sector. succeed in their local leisure centre list deliverimportant if we are to that patients The company is a specia other referral system. programmes but we feel s and becoming part of the to choose picer of GP referral course courses. should have the right need to look at the bigger l “We referra e exercis list go. specia and good but where they want to Contact ture. Fitness is all well is that on all aspects “The general consensus Darren we need to be clued up centres are the patients. because the local leisure O’Donovan of health in order to help ts patien but where is affair subsidised this on 07875 “It is a long drawn out ally feel we can way to makshould go but I person 498564 or hopefully we are on the . Private clubs ts will Juliette offer a far better service ing inroads whereby patien specialised g their own Samuels on are better equipped, have have the luxury of pickin sort of ts patien offer can we best think 07810 staff, and I gym and receiving the them.” or for e 007035 a better deal. programme suitabl red proSend your comemail “We can offer structu I What do you think? and better at 47 Church info@medigrammes, assessments ments to Nicola Hyde, far more beneYorkshire, S70 phys.com facilities that will be of Street, Barnsley, South problems health pl.net. with nl@wh people fit for 2AS, or email their weight, with be that er wheth

By Lyndsey Smith

s Providing courses to individual is a provider of MEDIPHYS Education ional courses REPS accredited educat industry. to individuals in the fitness excellence It aims to provide a new in education and raise the standards specialist lecand learning. It brings ic world, speturers from the academ the NHS and cialist clinicians from trained lecturspecialist vocationally referral proers from exercise/GP grammes. d by 2007 The company was founde Darren is a by Darren O’Donovan. with a BSc double degree holder from ion (Hons) in physical educat sity Leeds Metropolitan Univer in (Hons) (Carnegie) and a BSc the from applied health studies has over 16 University of York. He NHS, the fityears experience in the

Sweeping statements PETER DAVIS, leisure services manager, Oswestry Borough Council I have just read the article by Lyndsey Smith 'Independents are being overlooked – gym manager' (Page 20, December issue) in which she details Karen Cartwright's (Bodywise) comments about GP referral schemes. I agree with some of her comments 'patients should have the right to choose where they want to go' but she is making some rather sweeping statements regarding local leisure centres. Some are better than others, as with privately run independent gyms; however, to say that private clubs are better equipped, have specialised staff and can offer patients a better deal is an implication that

doesn't ring true. Oswestry Borough Council and other Shropshire districts invest a great deal of time and money in employing highly trained staff, upgrading equipment on a regular basis and providing effective, structured programmes for all of our customers if required. This is not limited to Shropshire as I am aware of several other local authority centres throughout the West Midlands that are investing heavily in staff training and equipment. If the comments relate to local leisure centres near Bodywise (which I find hard to believe as the nearest local leisure centre fitness suite is currently undergoing extensive refurbishment) then fine but please don't tar us all with the same brush.

Sharon Clare

Independents are ‘overlooked’ SHARON CLARE, Bodycoach Fitness Ltd IN RESPONSE to the latest Workout article on independent gyms being overlooked by GP referral schemes. I agree that unfortunately at the moment this is true. I opened my own private gym and personal training gym in January 2008 and am a level three personal trainer, working towards level four status. I am enrolled on a weight management and physical activity level four course and also have GP referral qualifications, stroke rehabilitation training, functional resistance training and sports massage and nutritional advice qualifications – along with a Premier diploma in personal

training. My aim when opening Bodycoach Fitness was to provide fun fitness for all, from the deconditioned client to the sports athlete. I feel that with my knowledge and passion for health and fitness for all, my facility would be a good choice for GP referral recommendations. I would really like to link up with local GPs and the PCT to start a system, however it is proving difficult to get recognition although all the local leisure centres have a scheme. If clients referred were allowed to choose which gym they wanted to work out in, then there may be a higher uptake of continued exercise post referral and they may decide to make exercise part of their lifestyle.

‘We could offer better service’ STEVE TIBBS, Persona-Fit Ltd. I HAVE just read the article in workout about GP referral. I have worked in mostly council run leisure centres for 13 years, but for the last three years I have had my own gym and personal training business. It is a family business and we focus on high quality service, and one to one personal training. I have vast experience in GP referral work, and I currently am a stop smoking adviser for the NHS working from a local GP surgery. It is frustrat-

ing that the local council run gym get funding, and it is difficult for us to get referrals, yet we have very experienced and qualified staff. I am currently talking to the surgery where I have my stop smoking clinic about the possibility of starting a scheme up. I know we could offer a much better service, but can’t get any funding to lower cost to customers. We all know level three GP referral instructors are hard to find and I like to pay above the minimum wage, as I value experience and qualification.

‘Poor pay is one of the reasons’ DEAN BALDWIN, community health co-ordinator I FELT compelled to write concerning the industry’s lack of expertise regarding exercise referral schemes across the country. I believe that you are correct in that what we have now is a huge void, where there is certainly enough training available, but not many instructors are willing to put the time and effort in to acquire the qualifications. The individuals that do are more likely to become personal trainers than enter into the realms of preventative exercise rehabilitation programmes. I do however have a strong sense that one of the reasons is because of the industry’s poor pay for highly trained individuals. I also believe that there are a high percentage of instructors that simply are fearful of coursework, exams and learning outside their comfort zone. I agree the industry must make these courses more accessible to fitness professionals across the UK, although I do not believe that these qualifications should be simplified. We are in the business of looking

after the doctors’ patients with highly trained professionals who are ‘adequately’ qualified and have a high body of knowledge to cater for their clients prescriptive exercise needs, rather than a basic understanding because the course is simply too difficult for them to pass. Since joining the Romford YMCA, Essex as the community health coordinator, my remit has been to promote our very own GP referral programme and extend our services across two other boroughs. I was pleasantly surprised to see that nine members of staff had already taken the Wright Foundation’s GP referral qualification and subsequently had all passed prior to my employment here. They had also brought the Romford YMCA up to standard with the Inclusive Fitness Initiative and acquired the qualification and accreditation for the centre. I strongly believe that although there is only six per cent of the Register of Exercise Professionals qualified in medical referral, there are still dedicated instructors out there that are able and willing to rise to the challenge and take up the slack.

UK FITNESS SCENE

Lack of funding cripples Steve’s fitness attempt By Lyndsey Smith AN INDEPENDENT gym owner says his attempt to help the community get fit and active is being crippled by lack of funding. Steve Goodwin has owned the Chester Boxers and Bodybuilders gym for ten years and he operates it as a charity. But Steve and business partner Peter Buckley claim they are finding it difficult to get any outside help – despite the fact they even offer training courses in fitness to help qualify the unemployed. Steve said: “It is surprising how little assistance in terms of funding is accessible to us. We are trying our best to help anyone that needs us but no one appears to be willing to help us. “We have linked up with YMCA and we are able to offer courses with a free diploma at the end of them. People can come and learn from us, learn about boxing, fitness, nutrition and health and come out with a qualification at the end of it. “The problem lies in that we aren’t an expensive gym, we only have one employee, and the rest are volunteers. Our rent is high, we have to pay all our own insurance, and all we are

asking for is a little bit of help.” Steve accepts children from schools on work experience, allowing them to progress onto boxing training, health and nutrition training and bodybuilding. But his appeal for funding to help pay for insurance for them was unsuccessful. He said: “We’ve accepted kids from The Prince’s Trust who – to be quite frank – could soon end up in prison, but when it comes to the subject of financial help from them it’s a closed book.” The National Lottery also refused grant applications – claiming it had to be a very special case to access funding. Steve added: “I think we are doing something really special. We help disadvantaged kids and adults ranging from children with learning difficulties or those who have suffered abuse, to challenging teenagers, ADHD sufferers, recovering alcoholics and drug addicts. “We also link up with the probation service and have offenders in here doing their community hours. “It’s about working towards breaking down the barriers between the establishment and disaffected community, and helping get people back on track.”

Husband and wife Ian and Liz Robinson

Fitness professionals set up boot camp in Spain A PAIR of fitness professionals have set up a military boot camp in Spain to offer an alternative to similar British courses. Husband and wife Ian and Liz Robinson, ex-British Army physical training instructors, have launched Mereo Boot Camp in Majorca and claim it is the first of its kind in the Balearics. The one-week female only and mixed sex camps aim to provide a detox and encourage weight loss through a strict exercise and diet regime.

Liz – who is also a former personal trainer – said: “We are offering something completely new. There are other boot camps out there but not in the beautiful Balearic Islands.” She added: “There are a lot of boot camps in the UK and we were committed to offering something different so we began to look further afield. We considered mainland Spain but the terrain wasn’t right for activities such as hiking and gorge walking that we wanted to offer.”

Boost for children’s activity programme By Nicola Hyde A CHILDREN’S activity programme which works on a points system has been given a £10,000 boost. Fenland District Council was given £5,000 of Sportsmatch funding to run activity programme Enerjetix after Precor donated £5,000 to allow the project to be run across three leisure centres. More than 60 children have already signed up to the scheme, which motivates children to use gym equipment

through a rewards and points structure. The programme – for 11 to 13-yearolds – is run over eight weeks and incorporates catching, throwing, running, jumping, balance and co-ordination. Charts are used to track progress based on time spent exercising. At the end of the course points earned can be swapped for prizes. Spokesman Sarah Davies said: “We

are acutely aware of the issue of childhood obesity and how a positive attitude to exercise can help. “This area has the highest rate of overweight children in the East of England and so we were keen to run Precor’s dedicated children’s programme.” Staff at the Manor Leisure Centre, the George Campbell Centre and the Hudson Leisure Centre, wrote to existing members they knew had children in the target age group as

well as in-site advertising. 61 children signed up for the first course, which ran October to December, and more are planned for January and April. Head of marketing Miles Rimell said: “We believe that with the right instruction there is no reason why children can’t enjoy working out at a gym as much as adults and are delighted to offer this programme to schools and leisure centres to help fulfil their needs.”

FINANCE AND BUSINESS

In an exclusive interview with Workout, the new UK director for Life Fitness told Mary Ferguson his first impression of the UK fitness industry – and what we could teach America ...

Why our gyms have the edge WHEN Dan Wille first came to the UK in August, he expected the gym market to be saturated. But, he said, there is still a lot of room for growth and although the market is similar to the US in some ways, the two countries have some big differences. He said: “In the US, operators are either going for the high or low end, and the middle market is simply evaporating. There is a huge influx of budget gyms, mainly because in America, there are strip malls everywhere with cheap open lease spaces, and the gyms are no frills, with no showers. “People join them because they are so close to their houses, they can go and workout, nip home for a shower, and still get to work on time. It’s all about convenience.

“There seems to be an emerging market for convenience and these clubs are acting almost like a middle ground between buying your own equipment for home, or using a more expensive gym with better facilities.” Dan said that one budget chain, Planet Fitness, is charging just $10 a month. “If you charge so little by direct debit, people won’t notice it coming out of their accounts, so even if they don’t use the gym you still have $10 a month, basically for nothing. And because it’s so cheap, people sign up in their thousands.” Dan said the boom in budget fitness began four years ago in the US, but he is unsure whether things will follow the same pattern over here. “These gyms have succeeded in the US because they are so close to people’s homes, but I’m not sure the UK

has the infrastructure to accommodate them, as it doesn’t have so many malls.” When it comes to the two countries, Dan believes they are more similar than people think – but that in some ways, Britain has the edge. “The typical US gym contains a hotch-potch of equipment from a number of different manufacturers, but UK clubs tend be fully fitted out with a single manufacturer, creating a more sophisticated image and brand. He added: “Many gyms here are adopting the ‘journey’ concept, creating zones of equipment to enable users to move through the gym. In America, there are still just rows and rows of equipment, and I think the concept would be very well received over there.”

Dan Wille

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FINANCE AND BUSINESS

The UK fitness business is ever evolving and in a special feature for Workout, our reporters look at what gym managers can learn from their foreign counterparts.

How Aussie attitude came to Britain :RUNLQJ LQ WKH $XVWUDOLDQ ILWQHVV LQGXVWU\ SURPSWHG 'DQLHOOH /HY\ DQG EXVLQHVV SDUWQHU -RQQ\ /RPD[ WR EULQJ VRPH RI WKH $XVWUDOLDQ DWWLWXGH WR ILWQHVV WR WKH 8. 1RZ WZR \HDUV ODWHU WKHLU ÂśZKROH LVWLFÂˇ DSSURDFK WR KHDOWK DQG ILWQHVV LV SURYLQJ WR EH D JUHDW VXFFHVV &KULVWLQD (FFOHV IRXQG RXW PRUH Danielle Levy LOMAX bespoke fitness, nutrition and well being was formed after the founders became inspired by the Australian attitude towards fitness and decided to introduce it into the UK. Danielle had been working as a personal trainer and for the Australian Institute of Fitness and discovered a completely different culture abroad. She explained: â&#x20AC;&#x153;Australia has a very outdoorsy culture and there are lots of different options for keeping fit. I wanted to take all of the things I had learned from my time there and bring them over here to inject them into the industry.â&#x20AC;? The company specialises in â&#x20AC;&#x2DC;Whole-isticâ&#x20AC;&#x2122; fitness â&#x20AC;&#x201C; the belief that exercise alone is not enough to change body shape and fitness levels and that clients need to combine exercise with nutrition and looking after both body and mind. She added: â&#x20AC;&#x153;Whole-istic training is not just one sector â&#x20AC;&#x201C; it isnâ&#x20AC;&#x2122;t just exercise but training, nutrition, mind â&#x20AC;&#x201C; everything which goes into having a healthy body and mind. â&#x20AC;&#x153;It is not about unrealistic diets which people have to maintain and not about quick fixes. It is about making slight adaptations while maintaining the things that you love.â&#x20AC;? Danielle also said it was important that each client was consulted thoroughly before taking up a programme â&#x20AC;&#x201C; so all programmes are

bespoke and tailored specifically for them. â&#x20AC;&#x153;We meet new clients for a consultation which usually lasts about an hour where we ask a variety of questions on their current health and fitness levels, their working life, personal life and nutrition and then establish what they want to achieve personally. Then we find out what they would enjoy and we try to tailor the programme around that. â&#x20AC;&#x153;This is 100 per cent important as a programme does not work unless it is tailored to an individual - peopleâ&#x20AC;&#x2122;s bodies are different and they respond to exercise differently. â&#x20AC;&#x153;In most gyms there is personal training available and nutritional advice but making bespoke packages is not likely as this would not be cost effective for them. But we are not trying to compete with gyms. â&#x20AC;&#x153;The biggest challenge we have is the nutrition â&#x20AC;&#x201C; especially in women who want to overcome any challenges with their weight . It is about re-educating our clients that you cannot have one without the other and you have to be able to understand both exercise and nutrition to achieve results.â&#x20AC;? The companyâ&#x20AC;&#x2122;s latest ventures include introducing corporate contracts where employers pay for their services and a tailored package is created for every employee and according to Danielle this is becoming more popular.

Australian fitness instructor and founder of Thump Boxing, Christian Marchegiani, pictured above, recently introduced his concept to the UK. Lyndsey Smith spoke with him to find out his views on our fitness industry.

Christian compares the industries AFTER visiting Britain to research the industry and meet up with independent gym owner Neil Henshaw, to introduce Thump, Christian has drawn his own comparisons between the UK and Australia. Christian said: â&#x20AC;&#x153;In some ways the UK industry is far better structured than ours but in others Australia lead the way. The process of training to become a fitness instructor over here is far more in-depth which I feel is very advantageous. â&#x20AC;&#x153;Australia can learn from the UK in how personal training courses are structured. In Oz there are many ways you can be fast tracked. â&#x20AC;&#x153;Though this is good as there is a shortage and it gets people out into the workforce, they arenâ&#x20AC;&#x2122;t as experienced or knowledgeable as the UK guys when they are out there. â&#x20AC;&#x153;When dealing with the human body you need to know everything you possibly can, you need to spend as much time as is practical

to gain the knowledge required.â&#x20AC;? In an ironic twist though it is a far harder process in Australia to get courses accredited. â&#x20AC;&#x153;I think in the UK that is lacking somewhat. â&#x20AC;&#x153;I have spoken to a few gym owners and instructors and some feel the courses they have been on lack depth and it seems it is far easier to get accreditation in the UK, but then people seem to be left to their own devices. â&#x20AC;&#x153;We have a strict policy whereby before any training course is accredited we have to produce research and references and there is ongoing continual education and support. â&#x20AC;&#x153;The difference between this more structured approach and our approach to the instructor training is that the organisation that accredits is a governing body â&#x20AC;&#x201C; equivalent to REPS in the UK â&#x20AC;&#x201C; but the fitness instructor training is run by private institutions which gives them the ability to fast track.â&#x20AC;?

Gym owner seeking VAT fight support AN INDEPENDENT gym owner is drumming up support for his fight against VAT. Alan Moore, owner of the Interim Fitness Centre in Cumbria, has now enlisted the help of chief whip Tony Cunningham to take his complaints to the Treasury. He said: â&#x20AC;&#x153;We need more of the independents to stand up and be counted

â&#x20AC;&#x201C; there just isnâ&#x20AC;&#x2122;t a level playing field when we are competing with the local authority clubs. â&#x20AC;&#x153;The ironic thing is, the VAT and rates we pay go straight into the governement coffers, which then help to fund the competition â&#x20AC;&#x201C; so we are paying for our own demise.â&#x20AC;? Alanâ&#x20AC;&#x2122;s club is currently facing com-

petition from a council owned centre seven miles away, which has recently received a ÂŁ1m investment for refurbishment and new equipment. Although his gym has been open for 25 years he is now losing members and he is worried that rising rates, combined with the credit crunch, could mean the end of his business. He added: â&#x20AC;&#x153;I could keep up with the

local authority clubs and even give them a run for their money if I wasnâ&#x20AC;&#x2122;t paying out so much in VAT, but at this rate they are going to be the kiss of death for independents like mine. â&#x20AC;&#x153;I do believe there is room for us all â&#x20AC;&#x201C; but it has got to be fair â&#x20AC;&#x201C; at the end of the day, how can there be a tax on fitness?â&#x20AC;?

INDUSTRY SPOTLIGHT

As gyms are advised to chase the older market, a London operator is bucking the trend by tailoring its facilities to the young. And, they say, it’s working. Mary Ferguson paid a visit to Soho Gyms to find out more.

Capital gym targets the 20-35 market ... WITH five sites around the capital, Soho Gyms have a clearly defined market. Targeting the 20-35s, a warehouse style concept with modern lighting and contemporary music attracts young professionals who are serious about exercise – and don’t mind paying for quality facilities. The company was started in 1994 in Covent Garden by chairman Jeremy Norman, who has a background in property and nightclubs. After spending time in America he saw the potential of gyms with a nightclub feel, and by 2000 had opened Camden Town and Earls Court, with the Clapham site opening in 2001. Waterloo launched in 2006 and in February this year, the latest club opened in Borough, with the head office based within it. All the gyms are between 10-15,000 sq. feet and one of the directors is an interior designer by trade. Managing director Michael Crockett said: “We wanted a random lighting effect that was also cost effective so we used blue and orange tubes scattered across the ceiling. “The hardest thing at the beginning was getting all the gyms to work together, and the biggest success is the team we have. “There has been a lot of internal

promotion within the clubs and we do well at retaining staff, helped by the regular training we give them.” Last year, Soho Gyms made the decision not to employ any more freelance personal trainers, and encourage their fitness staff to progress to that level instead. Most of the equipment in the gyms is Technogym with PowerPlates, Precor and spinning bikes by Star Trac. There are boxing rings in Borough and Waterloo sites, which have been placed in the corner to maximise space. “The Covent Garden gym was originally sold as a gay gym and we do have a pink pound running through all our gyms but there is a nice mix of people these days. “Because the London market is quite transient – especially the young – we do offer short term packages, but these are at a higher rate than an annual direct debit.” When members sign up for a direct debit, they also have to pay a £350 deposit which they lose if they cancel. This, according to Michael, also encourages people to take out the shorter term packages, resulting in more revenue for the gym. And an online system has just been launched to enable users to manage their memberships online, and book

Michael Crockett classes and personal training sessions. “This suits their lifestyles being busy people and it’s about making things easy for people. People’s expectations have changed enormously over the last five to ten years and operators need to accommodate them.”

‘We are not a ‘fluffy’ club and we don’t do deals’ MICHAEL admits that they sometimes lose members because they refuse to offer price deals like much of the competition, but that often those same members end up coming back. “Our market is quite different and you won’t find a gym better equipped than ours are. But we agree we are not a ‘fluffy’ club and we don’t do deals – instead, we keep re-investing. Even with the credit crunch going on, we are still upgrading kit. “Because of the financial state we have to work harder to get the sales and we have

lost members to the lower charging operators.” However Michael said that at the same time, they are gaining members from the higher charging ones, and that usage rates are very high. In any one day, he said, each gym will have 30 per cent of its entire membership base in. He added: “Most people who do leave do so because they are moving and because they are in the 20-35 age bracket, they tend to move a lot. But that’s just something we have to live with.”

Michael added: “We are looking out for new sites but we don’t like rushing into things. “We want the company to grow but we are not going to risk the business either. “We have considered expanding outside of London but we feel there is still room for growth in the capital.”

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INCLUSIVE FITNESS INITIATIVE

Chris Holmes presenting the evening

Representatives from Pent Valley receiving the IFI award of outstanding achievement

First IFI awards winners By Dominic Musgrave A MIDDLESEX facility which supports people with spinal injuries and a leisure centre in Kent were the big winners at the first IFI Awards sponsored by Cybex. Aspire National Training Centre in Stanmore and Pent Valley in Folkestone picked up two awards each at the ceremony at the Birmingham ICC which celebrated the work of Inclusive Fitness Initiative accredited facilities nationwide. Aspire won the innovation in

inclusive marketing and the engaging volunteers awards, while Pent Valley won the creating inclusive environments and the main prize of the night, the IFI award of outstanding achievement. IFI national director Sue Catton said: “The IFI awards are a clear signal of the momentum that the IFI has gathered and just what it now means to the industry to be regarded as inclusive. “ The industry has made staggering steps to progress from where the IFI started in 1998, yet it is important not to rest on our laurels.

This year’s winners will need to raise their game even further to replicate their success next year.” Riverside Ice and Leisure Centre in Chelmsford and The Pemberton Centre in Rushden won the building outstanding partnerships award and developing sport for all prizes respectively at the event which was hosted by Chris Holmes MBE, Britain’s most successful Paralympic swimmer. DC Leisure were recognised with the demonstrating corporate commitment honour, while Anne

Meachem’s work with the Pendle Leisure Trust was rewarded with the individual commitment to inclusive fitness award. Michael McGrath, the only disabled person to have reached both the North and South Poles, gave an insight into his experiences as a polar adventurer. As an award presenter he was also one of the first people to commit to the IFI Inspirations scheme, a collaboration of individuals who support and endorse the work of the initiative.

Transport proves one of the biggest barriers

The Vale Centre in Northern Ireland has opened a new fitness suite to target the grey market. Guests at the opening included culture minister Gregory Campbelll and double gold winner medal at the Beijing Paralympics Jason Smythe. The gym – which is in County Derry – is owned by charity Greysteel Community Enterprises and was built in 2000. It has been kitted out with Cybex Stage 2

IFI accredited equipment and has signed over 120 members in the first month, with a target of 400 in its first year. Spokesman Michael Cooke said: “The response from staff and members who have used the equipment has been excellent. “The IFI accredited equipment has also enabled us to set up exercise sessions for individuals with physical and cognitive impairments who have never used a gym before.”

ONE of the biggest barriers preventing disabled people from attending the gym is problems with transport, according to a new study. The study – funded by the Department of Health – has been conducted by Oxford Brookes University and the Neurological Alliance to find out the effects of exercise on people with long term chronic conditions including Muscular Dystrophy and Multiple Sclerosis. In partnership with the IFI, almost 100 participants have been given 12 week programmes at one of four local gyms to assess how exercise affects their condition and to discover their experiences of the gym environment. Although the full findings will not be available until next year, early results have indicated that for disabled people, getting to the gym once the scheme is over could be a problem. Jane Freebody – a physiotherapist at Oxford Muscle Clinic – who is part of a team researching the findings said: “Transport is a huge issue. If people cannot get there themselves, then that would mean

them paying out for taxis. “Even if a special bus service does exist, it is often oversubscribed, which can be an issue in rural communities. The other issue is for many disabled people who need help setting up the equipment or getting on or off. If they have a ‘buddy’ that is fine but if not, who is there to help them with that? Not all gyms feel this is part of their remit so the issue is very much open to debate.” According to Jane, early findings from the study which could help gym owners make their facilities more inclusive for disabled people include: I Friendly, well informed, approachable and helpful staff. I Good access – it is important that disabled people with wheelchairs or walking sticks can manouvre between equipment. I Lighting – low level lighting can be daunting for people with balance or visual problems. Gyms could consider changing the lighting or music at certain times to make it easier and more comfortable for disabled people.

REFURBISHMENT

Ron takes over the helm RON Brooks has taken over as the general manager of the PTE group, running the day-to-day business operations of the company. The promotion is part of the company’s consolidation, which has seen PTE relocate from Colne in Lancashire to Blackburn. Ron formerly worked for PTE’s sports hall and gymnasium division, which boasts more than 30 years’ experience in the education sector with county councils, local authorities, leisure centres, sports colleges and universities. As part of the company relocation, Above: a new Viking Sauna and right: before the changes.

Company to invest £220k on equipment

Keeping your sauna, hot hot hot! IF THE cost of a new sauna is giving you cold feet – get it refurbished. Saunas in hotels, health clubs and beauty salons are in constant use and it is inevitable that a sauna will become tired and outmoded. Viking Saunas provides a cost effective specialist method of installation which allows a new interior and contemporary features to be fitted without disturbing exterior finishes. Saunas have recently been refurbished in a num-

Physique Sports will merge with Physique, PTE’s fitness equipment arm, which is the UK’s largest independent supplier of new, remanufactured and home use kit. Graham Bertrand, managing director of the PTE group said: “We are delighted that Ron is taking over the helm at head office. “His new position and the merging of Physique and Physique Sports under the one name and same roof will allow us to work more smartly across our existing customer base, as well as targeting new areas of business.”

ber of Marriott Hotels and Next Generation health Clubs. Next Generation’s Martin Kinnaird said: “It is vital to strike a balance between keeping disruption to a minimum whilst also making best use of budget and tight timescales. Refurbishment has been an ideal solution. It’s the economical way to keep your customers glowing. Viking Saunas and Steamrooms, 01257 427019, www.viking-saunas.co.uk

LEISURE Connection is to invest more than £220,000 on new equipment across its estate. The investment will see new spin bikes, personal training equipment, human sport equipment, max racks, kettle bells and much more delivered to more than 70 sites. Kevin Yates, group Harpers fitness manager, said: “Staying true to our

vision of delivering a private sector experience within a public access environment we want to ensure our customers and members have access to the very best industry equipment. “What’s more, since the launch of the Harpers Experience we have seen the demand for affordable personal training rocket, with 465 per cent increase in this area.”

Sports centre unveils gym facility WERRINGTON Sports Centre has unveiled a gym facility as part of a £280,000 upgrade and refurbishment programme. The Planet Pulse gym was funded thanks to a £740,000 windfall from Peterborough City Council. The sports hall, squash courts, changing rooms, foyer and corridors and

carpets were all overhauled. Coun Matthew Lee, cabinet member for community services, said: "Werrington Sports Centre was in need of refurbishment and upgrade to improve its service to the community and provide the best possible health and well-being for residents."

REFURBISHMENT

Gyms must do more than ever to look after their kit

Buying second hand means the gym owns all its equipment outright

Offering the best without breaking bank THE owners of an independent gym in Leeds say that buying refurbished equipment means they can offer the best without breaking the bank. Fitness and Physique, owned by Wayne and Paul I-Anson and Derek Horton, started off seven years ago with one treadmill but now have 4,000sq ft of strength and CV machines – 97 per cent of which is second hand. Derek said: “Not buying new does mean we end up having to service and replace the equipment more often but it still works out cheaper. For example we can get a treadmill for £800 including VAT and if we need a new part that costs £600, we just get rid of it and buy again. It works really well and means we own all our equip-

ment outright, without owing money to anyone.” Derek has trained in gyms in the area for 25 years so knows many of the other operators, who all try and help each other out. They tip each other off if they come across a good piece of equipment and sometimes even share members. Wayne and Derek admit that Fitness and Physique may not be as pretty as some bigger, corporate gyms, but feel spending a lot on refurbishment isn’t be necessary. Wayne said: “We could get laminate floor and fancy fittings but the type of people who train here just wouldn’t appreciate it – at the end of the day the gym is what it is and that’s why our members like us.”

TODAY’S compensation culture means gym owners must do more than ever to keep their kit in good order – and help protect themselves from clients lodging injury claims. The best defence against a compensation claim is good documentary evidence that your equipment is regularly checked and maintained, according to Rick Fowler, sales director of Servicesport. He told Workout: “Gyms are subject to the same health and safety regulations as any other business that makes equipment available to staff and customers. “As an owner, you can’t just fit and forget a piece of equipment. “By far the vast majority of injury claims lodged against gyms are down to misuse by the client – but that is so much harder to prove if you can’t produce paperwork confirming you have a rigorous maintenance and service programme. “With the credit crunch, it’s obvious some operators might see servicing and maintenance as quite low on their priorities but while it may be a short term saving, it can end up being a longterm cost.

‘With the credit crunch, it’s obvious some operators might see servicing and maintenance as quite low on their priorities but while it may be a short term saving, it can end up being a long-term cost’ “Ideally, every piece of kit available to the public should be serviced twice a year and that’s on top of the weekly log of checks that we advise operators to carry out anyway.” Rick also believes a regular maintenance programme is a good move all-round for operators. He added: “As well as protecting yourself from the possibility of legal action, making sure all your equipment is maintained properly minimises the chances of breakdown. “And nothing gives a worse impression of a gym than signs on equipment saying it’s out of order.”

REFURBISHMENT

In a tough economic climate, gym managers have to keep their eye on the bottom line. Phil Wallis, general manager of Sportsafe UK, considers if it’s crunch time for gym equipment?

Is it crunch time for gym equipment? WITH the credit crunch affecting the cashflow of many gyms, it is time for many of you to look at the bottom line of your business to see how to improve the flow of money in and out. Whilst you may be in the business of keeping people fit, at the core of your business is the need to make money - or go to the wall. Cutting business operating expenses whilst still providing the level of equipment and service that clients expect is never an easy task. Trying to save money by cutting corners achieves nothing if it creates problems in the future, such as disatisfied clients who will go elsewhere. If you need to update you could consider buying cheaper makes but will these have the luxury feel your clients expect? Buying reconditioned high quality exercise equipment is the route of many savvy gym owners, who buy from reputable companies who offer value-for-money and often similar warranties compared to new machines. However, the same care needs to be taken to select the right equipment and company as for a brand new refit. Research is necessary - it could save you a fortune. If your gym equipment is technical-

ly up to scratch but the upholstery is looking a bit worn, a simple upholstery repair or update can make all the difference. However, it is important to have the upholstery and equipment professionally inspected, as sometimes repairs are simply not cost efficient. Transforming your gym equipment may simply be a case of changing the colour of the upholstery and decor to breathe new life into your gym surroundings, saving you unnecessary downtime and expense. There are a few companies that offer reconditioned equipment and upholstery repairs, and it is important to check them out and make sure they are reliable. Do your research, pick the brains of your chosen supplier and, above all, put them to the test. Make your needs clear to them but be open to new ideas and suggestions – they could save you a tidy sum. If your cashflow does not allow for considering refurbishment at the present time, it is important to at least make sure your equipment is kept up to scratch with regular maintenance and repair. If your equipment is out of use due to breakdown your clients could be frustrated if they cannot do their usual full rou-

Phil Wallis, general manager of Sportsafe UK tine, and if it keeps happening they may simply vote with their feet – and leave. Considering reconditioned exercise equipment can free up funds, providing you with the opportunity to add other equipment as and when needed. At the very least, keeping your equipment in tip-top condition is necessary, but with careful planning and regular maintenance this should

save you money in the longterm. Quality gym equipment by itself will not make your business successful, but wasting time and money, in a period of economic downturn, on poor quality or faulty equipment could break it. The balance between top quality equipment, highly trained staff and client retention may be the key to survival in these difficult times.

REFURBISHMENT ADVERTISERâ&#x20AC;&#x2122;S ANNOUNCEMENT

Meeting customersâ&#x20AC;&#x2122; expectations Factory remanufactured ... what is remanufactured? The equipment available through this program has been pre-selected from GFIâ&#x20AC;&#x2122;s inventory of used products based on strict eligibility criteria that include performance history and condition. Regardless of the process, all units are reconditioned or remanufactured using our carefully controlled certified process to help meet high customer performance expectations at low price points.

Chassis tear down and cleaning Before delivery to the production area, all equipment undergoes a disassembly and cleaning process. Panels are removed and undergo repair and refinishing. Major subassemblies such as motors, rollers,

electronics, etc. are removed from the main frame. After disassembly, both the chassis and sub-components of each machine are cleaned using an air-lance dust removal technique followed by hand-cleaning. Once cleaned, they are sent to our painting facility to be sandblasted and repowdercoated (a baked paint process, same as new) and staged for movement to the production line.

Initial Production Stage

Each machine and its respective subassemblies are further disassembled and cleaned. New parts and certain factory modifications are installed. After the completion of work in a given station, the unit or subassembly undergoes an in-process audit, before travelling to the next process step. Checklists are designed to ensure that critical adjustments and assembly points are performed properly, avoiding problems later in the

process or in the field. In-process audits are documented and retained as quality records in our system.

Final production stage

The reassembled unit is powered up and initial testing begins. Activities in this area include electrical troubleshooting and adjustment, performance quality and integrity testing, and final assembly of items such as panels and labels/decals/stickers. During this final production stage, a technician will run/use the machine and adjustments are made, and any anomalies that may surface are corrected.

Final inspection

After release from the production area, our independent quality assurance group inspects all the equipment. This is a three-step process, involving careful visual inspection of cosmetic appearance, so the units will appear new. The first step

involves a visual inspection. This is done to identify any obvious cosmetic imperfections. The second step involves a review of general operations and running/testing the machines to observe any mechanical problems. The final physical testing and quality inspection is conducted so that the machine(s) can be moved into the packaging area. Any problems found are repaired, root cause analysis is performed and corrective action is taken. This inspection process is updated and improved as knowledge is gained.

Serialization and final packaging

Before final release, all machines are issued with new serial numbers which are subsequently entered into our database with all information pertaining to the unit stored and this is stored on file.

REFURBISHMENT

All change after Jodi buys gym where she worked and children’s gymnastics and cheerleading. It also now opens on Saturday. “We allow little boys to come too but if the Dad drops them off, he has to wait in the lobby. It has always been women-only and is still the only one in the area, despite lots of other mixed sex clubs nearby. “People have asked me if I’ll change it to include men but I’ve said absolutely not – there is a real market for this here.” Jodi inherited some equipment when she bought the site and has purchased the rest refurbished from Amazon Leisure. A launch party was held to celebrate the new opening generated ten new members on the night, as well as marking the start of a new journey for the gym. Jodi added: “I’m confident about the club’s success in 2009 – I have to be, I’ve spent so much money and put so much effort into it.”

By Mary Ferguson

Dorking Sports Centre has introduced a dedicated boxing area as part of its newlook Harpers fitness gym. The boxing training zone, kitted out by Escape Fitness, features a floor-to-ceiling ball, a three-in-one combination bag and a heavy punch bag inside a custom made, fully roped boxing platform. New group classes have been timetabled.

The refurbishment also includes £290,000 worth of Technogym equipment and is one of the first public access leisure centres in the UK to have the new Human sport equipment from Star Trac. Pictured: Graham Farrant, chief executive of Leisure Connection and Councillor Derrick Burt, chairman of Mole Valley Council

A FITNESS instructor who worked at the same gym for eight years has bought the site in Watford and rebranded it for 2009. Jodi Pyle bought Fitness Express just before Christmas and – after renaming it Femme Fitness, refurbishing and throwing a party to celebrate – is hoping to boost membership and develop an extensive programme of classes. She said: “I’d taught at the gym for years and when the owner asked if I wanted to buy it, I saw the potential. When I came in there was no member database and no swipe system but after making some changes I’m confident of attracting more members.” As well as ripping out the kitchen to create a beauty room, Jodi has started a weight watchers style diet club and introduced a class timetable – including pole dancing

Lifestyle gym refurbished for a second time THE LIFESTYLE Gym at Concordia Leisure Centre has been refurbished for a second time by Precor. The £300,000 refurbishment saw the site extended to house a full range of AMT machines, resistance equipment and a free-weights area. FitLinxx technology was also installed. Coral Hanson, health and fitness manager for Blyth Valley Arts and Leisure, said: “Since the re-opening of the gym we’ve seen our membership levels increase from 500 to 720, putting us well on our way to meeting our target of 800 members by April. “The gym has a great atmosphere now – both instructors and members are really taken with the new kit.”

Commenting honestly on your needs ... DIRECT FITNESS have been trading for two years. Senior consultant Marc Heywood said the company has a no pressure sales approach employing fitness equipment consultants who assess individual site needs. “The difference with us is that we are not tied to any suppliers so can comment honestly on your needs. “With the financial market as it is at present we have had more and more operators being refused credit and have even began to rent equipment to these sites ourselves to overcome this as from the gyms perspective to

do nothing creates a stale environment for members and could see them leave. “We do anything possible to overcome it and for that reason our customers succeed and return time and time again and I would like to think 2009 will be no different.” For details contact Marc Heywood, 07853 566 999, email info@directfitnessuk.com or visit www.directfitnessuk.com

UK FITNESS SCENE

As the New You Boot Camp celebrates its first anniversary, Workout reporter Mary Ferguson spent a week in training to find out how it works.

Business is booming at boot camp WOMEN who sign up for the camps are helped to drop a dress size, detox their bodies and catch the exercise bug. The business was set up by Sunny Moran and Jacqui Cleaver, friends who had had enough of yo-yo diets and saw a gap in the market for results-driven, high intensity residential exercise and nutrition camps – designed especially for women. The first year of operation has seen almost 50 courses take place in Wales and Devon and celebrity graduates include Jade Goody, Michelle Heaton, Gemma Atkinson and Brooke Kinsella. But fast results don’t come cheap – clients pay up to £1,600 per person – and with around 25 on each course, business is booming. Sunny said: “It sounds cliched but both Jacqui and I had struggled with our weight and realised there were no quick fixes. My background is in health PR and Jackie’s is in event management so after testing our own boot camp idea on ourselves – losing 13lb each in a week – we decided to launch the business. We really believed a controlled environment would work.” Although there are other military style boot camps in the UK – and a

similar one in Scotland – Sunny’s aim was to focus on creating a ‘new you’ through exercise and nutrition, with a strong emphasis on encouraging people to continue exercising upon leaving. “We are a kick start, not a quick fix, and a big aim of the camp is to help women to continue exercising afterwards. “We include a variety of different sports and activities so that clients can find at least one they enjoy, and have the confidence to carry on with.” The women are trained by ex and serving military physical training instructors and exercise for up to eight hours a day. A male-only boot camp will be launched in March 2009, along with the country’s first parent and child camp to coincide with school holidays. Sunny added: “People ask us why we don’t bring in counselling too, but the food and exercise is organic, and the week really boosts confidence. “The biggest thing I’ve learned since setting up the camp is that being healthy and feeling good is about so much more than fitness.”

Sunny (left) and Jacqui

Camp helps regain fitness they had lost ... So do the camps really help women shed weight as well as cash? Mary Ferguson found out. THERE were 25 at the camp in Devon, ranging in age and size from 24 to 59, and eight stone to 18. A few were regular exercisers – there

to lose some weight quickly for a special occasion – others wanted to regain fitness they had lost and a few were complete beginners to exercise. The diet was wheat and dairy free with no fresh fruit or caffeine, and food was prepared by New You Boot Camp’s own chef. We were given three meals a day and two snacks – which were usually seeds, or a small raw food bar. Portions were small but the diet had

been arranged around the exercise programme, meaning that at 1,500 calories a day we are eating enough to ensure we didn’t lose muscle as well as fat. Clients were woken at 5.30am every day for hill runs, and were split into ability groups for many of the activities, which included circuits, cycling, hiking and boxing. Coasteering was also included in the programme, and other camps

offer abseiling and rock climbing. Many women complained of injuries and aches and pains, but these were dealt with professionally by the staff and only one client left the camp early, on the advice of a chiropractor. At the end of the week I lost 10lb and seven inches. Other clients losses ranged from 2lb to 18lb, and most people went home determined to continue exercising.

Sports centre to open as part of £23.5m project By Louise Cordell THE Royal National College for the Blind is to open a sports centre as part of a £23.5m campus redevelopment project. It is hoped the centre, which will be accessible to all users, will attract local, regional, national and

international disability sports groups. The college is already home to the British Blind Football Squad, who will train on the indoor and outdoor football pitches which have been acoustically tuned to help blind footballers hear where the ball is.

It will also offer a sports hall with retractable seating for 280 people, a training gym for RNC students who are training to work in the fitness industry, and a large community gym that will be open to students and members. Both gyms will feature IFI stage 2 accredited CV and strength equipment from Cybex, as well as two

spa rooms, a fitness pool, massage facilities, conference and meeting rooms and a licensed restaurant will also feature. The centre is due to officially open in May, however the facilities may be open to the college’s 200 students a month earlier.

RETENTION

Gyms should make the most of their websites to attract and retain clients, according to Steve Barnes, CEO of online search specialists Infoserve. In a special column for Workout magazine, he discusses the options for local search and internet marketing.

Making the most of a website to attract and retain clients HAVING a website has also fast become a priority as it is one of the most cost effective and widespread marketing tools. It can really set you apart from the competition and from equipment to classes, contact details to opening times, you can publicise everything your gym has to offer. You could even offer photos, customer reviews, or even an online tour so potential members can find out everything they need to know. A staggering 86 per cent of us use local search techniques, which means we search by looking for something in a particular city or town. This means somebody looking for ‘gyms in Glasgow’ presents a perfect opportunity if you’ve tailored your marketing to this service and locality. The next step is to think about the best ways to exploit this. The fact that people are searching for local gyms becomes invaluable when it comes to online advertising. You can not only tailor your campaign to certain key words in your area but because you appear next to search results, you can directly target someone at the exact same time that

they searching. Pay Per Click advertising, where you only pay when someone clicks on your ad, produces instant results which can be measured, making it one of the most popular choices around. Costs vary depending on the popularity of the specific search terms but you have tight control of your budget, ensuring you only spend what you can afford. Another good strategy is to ensure your website is optimised, which basically means modifying the content of your website to feature relevant, specific search terms. Using the words that people will search for is a good starting point, put simply, if you wanted the highest possible ranking when someone types ‘fitness club in Folkestone’, you would need to tailor your website to these key words. Finally, registering on online directories is becoming an increasingly popular strategy, and because they frequently appear on the first page of search results, they are a cost effective way of reaching target audiences. As well as general directories, there

Steve Barnes, CEO of Infoserve are also more specialist online ones, such as www.healthclubsearch.co.uk, which focus on a certain type of business. Remember there are opportunities for enhanced listings within any directory, so shop around and seeing what works best for you and your local area. Online local search therefore has

huge advantages and it’s worth asking where you currently feature on a search. As more people turn to the internet, the competition really is wide open and if you’re not easily found, the chances are your competitor around the corner will be and you could be losing out.

E-learning launch bid to cut paper useage FITNESS Wales is launching its first e-learning package for personal trainers to cut paper useage. The move was made to cut its carbon footprint and will save an esti-

mated 30 tonnes in future carbon emissions because students won’t need to travel.

can save the equivalent of five Olympic-sized swimming pools of CO2."

Fitness Wales director Mary Sheppard said: "We have estimated that, over a period of five years we

The package will allow fitness instructors who are studying to become personal trainers to log in at

Credit control, the retention tool Website launch EFFICIENT credit control is an essential ingredient in the retention mix if clubs wish to retain existing members. One of the first signs a club receives indicating a member is leaving is non payment of their membership fee, it is essential that the member is contacted immediately in order to discuss why this is happening this is the best opportunity to retain that member. Many clubs do not have the facility time or staff to run an effective credit control function and this is a pity as members will be lost if early contact is not made. At least one service provider has recognised the problem

and has set up a specialised unit to deal with this issue. At Belmont Leisure Solutions credit control has always been of paramount importance and at this time of financial uncertainty Belmont are focusing their efforts on behalf of clients on early contact with members who may have cancelled their membership fee. This is proving extremely successful with up to 70 per cent of fees being reinstated. The service is available as part of a membership management package or as a sole retention service. Contact: David Howard 0870 4586962 or email dhoward@belmontfinance.co.uk

A WEBSITE that offers downloadable fitness videos is being launched in the new year. The Broadband Gym, developed by Jas Singh of Slimtree.com, says the web fitness channel gives free access to more than 100 online instructional exercise videos – including Yoga, Pilates, cardio, weight training – from certified fitness instructors. Jas said: “I’m continually seeking ways to leverage digital video technologies to benefit our fitness-minded viewers. “Web-based instructional fitness videos in a way that is highly budgetfriendly, convenient, motivating, effective and infinitely portable, all serving to improve the health, wellness and longevity.” The videos can be downloaded to mobile phones and PDAs.

any time online. Once completed, their business skills qualification will be recognised by the Sector Skills Council and earn them REPs CPD points.

Shortlist first for interactive kit INTERACTIVE coaching kit Cyber Coach has become the first leisure product to be shortlisted for a BETT Award. The award – which promotes technological products in the education sector – is judged on criteria like design, cost-effectiveness, and accessibility. Ron Jones, chief executive of Quick Holdings plc, owner of the Cyber Coach product said: “This is testament to all the hard work that the team at Cyber Coach has put in to deliver a product that is suitable for use in a wide variety of settings. “We already have over 100 schools throughout the UK with Cyber Coach systems and hope that this nomination will mean that the product goes from strength to strength.”

RETENTION

Dot com Fitness by Ian Mahoney, manager, Reebok Club, London AS AN independent operator the decisions you make around website investment are crucial. For Reebok, the web is now our most important tool when it comes to sales and marketing, so it’s worth doing it properly. Clarity is everything when it comes to the online world. You have a few seconds to engage a potential member so your site must be attractive but also easily navigable. Don’t make it difficult for people to find what they are likely to want to know straight away. Don’t be coy about what the deal is or hide prices and make the process of signing up as effortless as possible. Malfunctioning sites are the best way to lose potential members. When it comes to the web you could have the best site on the market but if no-one can find it, it won’t return your investment. Search Engine Optimisation is the means by which your site can be tweaked. There is also scope for earning commissions from what the sites you choose to link to sell and there are multitudes of affiliations possible which can generate commission. Links with active holiday operators may be relevant, or with those products associated or even sold within the club such as power bars, energy drinks and sports equipment. The web can be a complete saviour in terms of marketing but messages need to clear and transparent. In

Ian Mahoney today’s market, flexibility is key. Why not offer both long and short term contracts? And perhaps think about offering a payment holiday? Of course, your site must be kept updated at all times. Out-of-date messaging is confusing and time wasting. So the time and resource your site will require must be factored in, whether you do it inhouse or use an outside agency. Prices are coming down at the moment so it pays to shop around for what you want and negotiate. It might seem a strange time to be making investments but having a good online presence will strengthen your overall business and should be worth every penny.

Get on board the technology ride, but don’t forget the human touch ... by Dave Wright, Creative Fitness Marketing CAN anyone imagine life without computers? Who would have thought as little as 15 years ago that the internet and technology would and could seriously impact our business in making people healthy? I mean, to put on size, you still need to lift bricks, but even though we are in the service industry, we need to capitalise on the medium that can communicate with our existing clientele and potential new members. Marketing is a matter of getting our message into the hands of our audience. If our audience are searching Youtube, then you need to be there too. If our audience is searching Facebook and Myspace then you need to have your own profile. So too if our audience prefer to communicate via text message, then we need to have computer systems that enable us to do that. Designing websites that are based on the powerful principle of reciprocity can be effective if you give away free information for potential members. Creating a members’ only area that can only be accessed via logging in and ‘joining’ your online website is a great way of obtaining email addresses for potential clients. You can give advice on training and diet

Dave Wright and the members feel ‘obliged’ to join your club if they want to take that next step. By keeping your information up to date, you can also keep them coming back for more. The most important thing to remember is that technology used in conjunction with human interaction is extremely effective. Clubs that have computerised swipe systems are awesome at keeping track and knowing the names of your members, but if you don’t follow that up by recording special notes about your clientele nor interacting with them, then it’s redundant.

TRAINING

Pictured left to right: New leisure manager Mike Cooper, general managers Kieran and Tamsin McCabe and new business manager Mike Searle try out some dumbbells for size at Forest Hills Leisure Club.

Club restructure leads to two new appointments By Lyndsey Smith RESTRUCTURING at one health club in Cheshire has led to two new management appointments on the leisure team. The Forest Hills club in Frodsham has seen Mike Cooper join as leisure manager and Mike Searle as business manager.

Cooper joins from a managerial position with national five-a-side football specialists Powerleague, having previously held the post of assistant leisure manager at Forest Hills. Searle will be combining his new duties with his role as training director for body4life, his personal training company.

Boxercise offer free masterclass ON May 2 Boxercise will run a totally free Masterclass for its instructors in Uxbridge, London. Course director Andy Wake said: “This could be the first totally free masterclass of its kind to its members. “Boxercise is by far biggest brand in boxing fitness and is a household name. We are doing this because we value our instructors and their standards reflect on us as a company. “We already offer free refresher courses to our instructors - which ensures excellent standards of instruction and this will add to our commitment to the highest possible delivery standards.” In addition the masterclass attendees will gain a valuable four REPs CPDs. This year alone we have trained close to 3000 people on our boxercise instructors training courses so we imagine demand will be high. Please book early to avoid disappointment. To qualify for the masterclass you must be a registered qualified Boxercise instructor. We have a full two hours so don’t need to rush and can show all the elements of a great Boxercise class. The full range of Boxercise equipment will be on sale. Structure 9.45am arrival 10am masterclass one, showing aero-

bic, circuit, coached pads section, and KILLER! workouts 12pm networking and light refreshments 1.45pm arrivals for masterclass two 2pm masterclass two, showing aerobic, circuit, coached pads section, and KILLER! workouts 4pm networking and light refreshments To book for the masterclass visit www.boxercise.co.uk The facts and figures 1.2million participants 12,000 Instructors 300 + courses a year 14 training venues 4 REPS CPDs for attending the masterclass One name – Boxercise ZERO The price to Registered Boxercise Instructors only.

The Premier Diploma in Personal Training has arrived for 2009 PREMIER Training International is proud to announce the launch of their new and most up-to-date personal training qualification available in the health and fitness industry. Steve Jones, Premier’s national business manager, said: “When embarking on a career change or simply training for your first job, it is important that you choose the qualification that will equip you with all the necessary ingredients to allow you to unlock your potential and make your dreams become a reality. “If you are looking to become a fitness instructor or personal trainer, the diploma in personal training is the key to take you there.” Built around two certified modules gym instruction, personal training (including nutrition), your diploma course is a unique and challenging personal development programme. Upon successful completion you will not only attain the Register of Exercise Professionals (REPs) level

three personal trainer status, but you’ll also develop the skills necessary to assess clients’ needs and the inspirational techniques to push them to a new level of personal excellence. Premier offers you the flexibility to turn your passion into a career, unleashing your potential in this exciting industry. The qualifications are delivered in full time, part time and blended learning formats across the UK. For further information on becoming a gym instructor or personal trainer with Premier please call 0845 1 90 90 90 or visit their website www.premierglobal.co.uk

ADVERTISER’S ANNOUNCEMENT

What are 21s and how do you do them? By Alan Runacres FCollP. FISM. BSc. Hons. DipHMan. MICM Dip Director of Training – WABBA Qualifications SINCE last writing in Workout I have been to over 30 more countries spreading the good word and talking about keeping training real. It’s great to make a return to the magazine and this feature on 21s will show that they are not just for the biceps. Contrary to the current trend of doing “seven reps at the bottom”, “seven reps at the top”, and then “seven reps all the way through” on bicep curling movements, in fact they only truly work to give you an advantage on three headed muscle groups, specifically the deltoids. In recent years 21s have been reinvented as a new and revolutionary training method, where the original concept of lifting a weight three times for sets of seven reps on a muscle, has been coupled with the three ranges of movement performed during an exercise. These are namely the outer, mid and inner ranges. Is the

story starting to click? The idea behind 21s is that even though you may not currently have the strength you need in shoulder pressing to increase the development of your deltoids further, you can overcome this by using the 21 method of super pre-exhausting the deltoid muscles with DB raise movements first. Where did 21s come from and who has made the concept popular? It’s a common belief that 21s were first made popular by 1960s Californian training Guru Vince Gironda. This trainer of champions had many followers, and for me is immortalised by his ability to turn out competitive bodybuilders trained to perfection, with those all important striations in the deltoids. How do you do 21s? Pick up the DBs for one set of seven repetitions of front DB raises. Immediately put down the DB’s and pick up the weights you use for lateral DB raises and perform seven repetitions. Immediately put down the DB’s and pick up the weights you use

for bent-over lateral DB raises and perform seven repetitions. You have now completed one set of 21s. For the next set you may want to pyramid the weights, this will be very difficult as the sets progress, so don’t expect too much with this energy sapping technique. Complete your sets then begin your shoulder pressing but don’t expect to lift heavy weights as you will only be able to use around half your normal amount of shoulder pressing weight, yet it will feel as if it weighs twice as much. This super intensive training is not for beginners, as the muscle burning pain experienced will be similar to being tortured. So 21s is for deltoids, and not biceps. The concept of 21s on biceps was a great mismatch of information popularised by greedy wannabe trainers, desperate to extract ever more cash out of their clients by always offering them some wonder training method even though it doesn’t work. Over the coming months I’ll be talking about other advanced training

Alan Runacres strategy methods too, along with anatomy and physiology, and gym training in general. It’s great to be back, so until next time enjoy your training and give 21s a shot on your deltoids; it will be a memorable experience. I Alan Runacres has over 35 years’ gym experience, been WABBA director of training for 14 years and is the author of three books, and over 100 published articles.

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