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The UK’s No 1 fitness industry magazine
The personal touch keeps customers By Louise Cordell GYMS that have regular staff to interact with their members are most likely to keep them for longer, according to new research. The year-long study, which launched this month, will see more than 3,000 gym members quizzed about why they stay – or leave – the gym. Lead researcher Dr Jeremy Adams, a sports and exercise psychologist and performance psychology programme director at London Metropolitan University, says early findings show customers value the personal touch. He said: “Many of the people we asked felt motivated when staff at the clubs engaged with them and gave them regular encouragement and feedback. Interaction like this appears to be key, far more so than other incentives. What people want is experienced staff on the floor who know their programmes and are able to motivate them – because they are not getting the level of feedback they would like. “Gyms can be intimidating and confusing for beginners and, because
they have no way of gauging their progress they want definitive guidance as well as support. “Feedback is also essential for the more experienced exerciser, they prefer advice from a technical perspective rather than just encouragement, but it is still an ongoing process.” Dr Adams said that it had previously been assumed that the best way to keep people interested after the initial novelty stage was to offer incentives like pricing plans and marketing offers. He added: “As a rule, most gyms assume that keeping people interested is all about pricing structures and equipment, but we found that they should be more interested in people’s experience rather than how the place looks.” The research will be completed next year and it is hoped the findings will be used to help develop a way of predicting whether people are likely to remain as gym members, and create a programme to re-engage those ‘at risk’ of leaving. What do you think? Send your comments to Nicola Hyde, 47 Church Street, Barnsley, South Yorkshire, S70 2AS or email nl@whpl.net.
No 186 £3
Industry could see influx of staff By Mary Ferguson THE fitness industry could be set to benefit from an influx of people looking for a career change in 2009. Research has shown that 20 per cent of Brits said looking for a new job was their new year’s resolution and when asked about achieving a work and life balance, the survey also revealed that one in three felt a career as a personal trainer or fitness instructor would suit them best.
Girls Aloud singer Cheryl Cole is amongst a group of celebrities that have been training at London independent gym The Third Space in preparation for a charity mountain climb. The stars have been using the club’s hypoxic chamber to prepare for the high altitudes they will face when they scale Kilimanjaro in aid of Comic Relief. Cheryl will be joined by celebrities including Radio One DJ Chris Moyles, Take That star Gary Barlow and TV presenter Denise Van Outen for the trek.
Heather Frankham, CEO at training providers Lifetime, said: “We spend most of our waking lives at work, so it is vital we should want to get the most from our careers. “Whether looking for a first job or changing career, working in the fitness industry offers fantastic opportunities as it provides a much sought after work and life balance.”
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Ex boxer offers kids use of gym By Lyndsey Smith KIDS are being offered the use of a gym in a Coventry in a bid to increase their confidence and boost their selfesteem. The Red Corner gym – a fitness, boxing and wrestling facility – was established in 2005 by former boxer, Glenn Smith, and part of their set up includes boxing and kickboxing classes for kids, teaching them new skills in a safe environment. Glenn believes it is a discipline that can be invaluable. He said: “Confidence is one of the main reasons I took up boxing. “Seven is the optimum age for kids to begin training and we hold several classes a week for ages five to 16, with over 200 kids coming through the doors each week.” The gym comprises two main areas – a fitness and boxing gym, and a grappling room, which house a full range of Life Fitness and Star Trac cardiovascular and resistance machines, and a selection of free weights, including benches, bars, and a weight bay. There is also a full size boxing ring, along with punchbags, floor to ceiling and speed balls. Glenn said: “We provide a large selection of equipment for each discipline in order to provide many options for achieving personal goals Advertising Sales and marketing director: Tony Barry
Sales manager: Lucy Hill Tel: 01226 734615 Sales executives: Daniel Lloyd Tel: 01226 734699 Daniel Parker Tel: 01226 734668
Editorial Group Editor: Andrew Harrod
Tel: 01226 734639 Fax: 01226 734478 Email: ah@whpl.net News Editor: Nicola Hyde Tel: 01226 734459 Email: nl@whpl.net Reporters: Lyndsey Smith Tel: 01226 734472 Email: ls@whpl.net Christina Eccles Tel: 01226 734463 Email: ce@whpl. net
through all round and specifically tailored training routines. “People can come here to learn selfdiscipline, fitness or improve their confidence and self defence skills, and we pride ourselves on support, our own levels of personal fitness and the qualifications of our instructors. “We aim to help people enjoy fitness in a safe and supportive environment and our coaching and teaching staff have been together as a team for a long time now.” Red Corner have coached many successful professional and amateur boxers and mixed martial artists and they also have a state registered physiotherapist fully qualified in massage and sports injuries based at the site. Classes are available in boxing technique, women’s keep fit, Muay Thai, and Muay Thai and Mixed Martial Arts, with personal trainers available in boxing, wrestling, weight training and nutrition. Glenn added: “Walking through the doors of any gym can be a scary and intimidating experience and we want to try and help people overcome that fear. People may be looking for something else in their life – it may be confidence, self-defence skills, self awareness, increased ability to handle physical and mental pressure or weight loss, and we feel we are in a prime position to help.”
Actress Hilary Swank is said to be a fan
Hi-tech rope heads for UK A HI-TECH skipping rope making waves in the American fitness industry is set to skip its way to UK gyms this year. JumpSnap is a pair of handles without the rope of a skipping rope, contain a computer chip that tracks skipping time and calories burnt and emits a snapping sound to help the user to skip to a regular beat. Weights can be added to the handles for a harder workout. Hollywood actress Hilary Swank is reported to be a fan and inventor Brad Le Tour said he is cur-
Mary Ferguson Tel: 01226 734712 Email: mf@whpl.net
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
JumpSnap in action
rently looking for a distributor in the UK. He told Workout: “Everyone knows that jumping rope is a fantastic workout but many people trip on the rope or can’t find the space. “About 500 personal trainers here in the US have signed up for our referral programme and we have a contract with a big health club to deliver ‘JumpSnap Sweat’ classes so it’s really taken off. The idea is that it will do the same in the UK and I’ve already had interest from Virgin Active.”
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Gym offering credit crunch ‘pay and go’ By Lyndsey Smith
Stepping and climbing kit the Versaclimber has gained a new fan at the White House – America’s new First Lady. Michelle Obama has now incorporated the kit into her gym sessions alongside a treadmill, weights and spinning classes. Neil Kelford, managing director of Versaclimber UK, said:
“Someone like Michelle Obama using the Versaclimber demonstrates that sticking to a fitness programme can be achieved no matter how busy you feel your life may be. Hopefully she will be a valuable role model for fitness enthusiasts who may need that extra push to get them to the gym.”
League organiser makes it free THE founder of a cross training league that encourages gyms to compete against each other has dropped the charge to attract more to take part. Sean Blyth, founder of World Gym Challenge, has been fighting for interest in gym-based cross training competitions for years and has now made it free for operators to join. He said: “The primary goal of the serv-
ice is to promote gym challenges within gyms and have a searchable database for results. Operators can now receive free access to the World Gym Challenge database as long as they don’t charge members to enter events. The challenges act as a very useful retention tool as it gives members a goal to train towards and recognises those who have achieved a good level of fitness.”
AN independent gym owner is offering pay and go memberships for the first time to keep people exercising during the credit crunch. Andrew Jackson-Browne, of Alive and Well, said he realised many potential members had lost their confidence when it comes to spending money – and few were prepared to tie themselves in to long contracts. He is offering a £7 pay-as-you-go price. He added: “If people are worried about losing their job the last thing on their mind is gym membership – that £30, £40 whatever can go towards the car, the mortgage or food. “If the only thing on the shelf is a twelve month product a lot of people won’t do it simply for the guilt feeling of spending money, so we thought flexibility in what we could offer would be the best way to move forward.”
Andrew was a member of his gym before buying into it almost two years ago and says seeing things from a consumer perspective has helped. But, he admits, short term contracts such as the three months they will now offer are a risky move as the gym relies on long-term contracts for guaranteed income. He added: “Customer retention is paramount if you are dealing with short term memberships as you can’t hide behind a 12-month contract. It is all about net gain – it is no good gaining 35 new members a month if you are losing 40, it’s illogical. “However we feel we offer good facilties and services and can certainly keep the majority of our 1200 members and maybe attract a few more with a short term deal.” How is your gym dealing with the credit crunch? Send your thoughts to Nicola Hyde, 47 Church Street, Barnsley, South Yorkshire, S70 2AS or email nl@whpl.net.
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Ladies-only gym invites pupils to use studio By Christina Eccles A GYM owner has sent a mailshot to every school in her area inviting girls to use her fitness studio to entice them to get fit. Sandra McGugan, owner of ladies-only gym Ladybird Fitness in Wigan, said more gyms should take the initiative when it comes to forging links with schools. Two schools have already taken her up on the offer and the students come in every Friday, paying £2 each for the session. She said: “We wrote to the schools and said we didn’t have classes on that day and could take 20 girls. We also do a mailshot a couple of times per year to the local schools. “Their PE teacher comes in with them and they go upstairs in the studio to do classes – the teacher says they love it.” Sandra believes that as well as giving the girls the chance to feel grown up and try exercise classes – which they may not have been able to access themselves – letting them use the facilities can also benefit the gym. She added: “One of the other rea-
Ladybird Fitness in Wigan sons why we are doing this is so that the girls could tell their families and raise awareness of the club but I’m not sure yet if this has had a knock on effect.” The gym has recently celebrated its second birthday and has about 330 members – with Sandra hoping to increase this to 400 this year. She also revealed how the gym is dealing with the credit crunch and said that offering extras which add
value to memberships has kept members happy and coming back through the doors. She added: “We started off well but the last few months have been a bit tougher because of the recession. Retention is the hardest thing. Gym membership is one of the first things that goes in a recession. Having classes definitely helps as does offering personal eating plans and weekly weigh in classes.”
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Bid to boost secondary spend ... A PERSONAL training zone has been installed at North Herts Leisure Centre to increase secondary spend. The gym has already trained and recruited internally and created a new training area with new kit. Six of the original fitness instructors are now level three accredited personal trainers, with plans to develop more. Mark Jennings, fitness manager, said: “It is important that we continually develop the team and manage the personal trainers ourselves, this allows us to control service delivery and continuity within our centre. It also enables us to offer our members an affordable service. A dedicated personal training service outside of the gym environment felt like a logical step and one that we knew would be popular with members.”
In a spin A DISUSED bar area has been converted to a gym at the Palmer Park Sports Stadium in Reading. The site has also opened an indoor cycling centre, at a cost of £380,000, kitted out by Matrix. Spencer Fanstone, operations manager for Reading Sport and Leisure, said: “The Indoor Cycling Centre will provide an alternative way in which to keep fit.”
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Better Bodies – a free weights specific area in a Stroud gym – has extended due to ever increasing popularity. Lyndsey Smith found out more.
Free weights area goes from strength to strength THE Fitness Mill has completed the revamp in order to provide more space and equipment for what was already the largest dedicated free weight training facility in the area. Mark Hocking, manager, said: “We have a very large following for Better Bodies and I would certainly say we are the number one free weights section in the area.” The section has two full sets of dumbbells, a full set of barbells, along with a large selection of benches, training racks and attachments. They also offer sports specific conditioning programmes along with a wide range of sports supplements and accessories. Mark added: “We only have a small team but they are extremely knowledgeable and we have a lot of success with our personal training programmes. We sit down and run through what is required and find a programme suitable for each individual. We can offer supplement and nutritional advice and a free fitness induction before anyone has to make a decision regarding membership.” The Fitness Mill has other training zones including a cardiovascular room, kitted out by Life Fitness and Powerjog, a core and stretch area, a studio offering five classes a day, and a resistance and toning area kitted out by Technogym.
A range of beauty treatments is available along with sports massage, and a reflexology zone is to open soon. The gym has nearly 800 members but a capacity for a 1,000, and Mark said they are trying different ways to get numbers up. “We offered express membership for previous gym-goers who don’t want the induction process or a tailored programme. They get the health and safety induction, and a basic health test, and they are fit to go on and train. This helped – we had 50 new members within a few weeks.” Leigh Alliss, a former boxer, trains and teaches at the club and Dan Robinson, Commonwealth and Olympic medallist, and Barney Franklin who won the Polar Challenge last year, also train there. Mark added: “There is no divide here. Leigh and Dan are happy to help other members with their training and are always there to offer advice. “There is a local authority centre and a bigger chain gym, but I don’t think either can compete with us in terms of knowledge and personal service. “We cater for 85 to 16-year-olds and are not a hard sell gym – we are just trying to help people get fit and healthy.”
Mark Hocking and boxer Lee Alliss
Richard tackles Grim Challenge for charity Devon gym A PERSONAL trainer has completed a gruelling fitness challenge to inspire his clients and raise money for charity. Richard Jones – who works at the Pulse 8 gym within Nirvana Spa in Berkshire – took part in the Grim Challenge, an eight mile offroad run on land used for testing army vehicles. He raised £500 for the Multiple Sclerosis Resource Centre, after his girlfriend was diagnosed with the disease. He said: “Over half of my sponsorship came from my personal training clients and it was good for them to see me taking part in something. “One client actually doubled his sponsorship after I completed the event, saying it was worth it to see me doing some hard work instead of him.” Richard is now encouraging all his clients to enter a physical challenge to give them a goal to work towards – and has promised to complete it with them.
in free offer for charity
AN independent gym in Devon is offering free memberships to people who raise at least £100 in a sponsored weight loss challenge for charity. The Cranford Club is raising money for local charity Dream-A-Way, which sends people with a mental or physical disability on holidays and day trips. People who sign up with the charity to lose at least ten per cent of their body weight are then entitled to use the club’s facilities for free, until they achieve their goal. Tim Caudrelier, general manager of The Cranford Club, told Workout: “The charity approached us to offer this last year too and it was a great success.
Richard Jones at the event
“At least 50 per cent of people who used our facilities for the challenge last year became paying members.”
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8 After nearly three years in operation, an independent gym in Chippenham has launched a franchise package to expand the brand. Mary Ferguson caught up with co-owner Scott Mackay to find out more.
Scott Mackay
The Gym UK in Chippenham
Chippenham gym owners roll out franchise package THE idea for The Gym UK was born half way up a mountain, when Scott and Kev Smith met on a climbing expedition. Both wanted to leave the services – Scott was an RAF corporal and Kev an Army captain – and had always been interested in working in the fitness industry. Scott said: “After finding a premises to open we put the transformation into operation and had ten weeks to build changing rooms, a studio, do the flooring and get all the equipment in. We finished the painting just before midnight on a Friday and opened at 8am the next morning.” The gym has now been operating since May 2006 and has been so successful, the pair have chosen 2009 to launch franchise opportunities. “The dynamics of the gym have changed a lot since we opened as back then we were unsure about things such as the popularity of classes, as well as staffing issues such as the levels of qualifications we wanted our staff to have. “We decided we would only employ personal trainers with REPs level three and now run a very popular class programme, including a virtual reality Trixter X-bike studio.” The gym also employs three sports masseurs and nutritionists and currently has 1200 members with an attrition rate of around eight per cent. A pre-launch campaign by Creative Fitness Marketing generated 800 members before the
The premises were transformed in ten weeks. doors opened and Scott said membership has been ongoing since then. We do monthly leaflet drops delivering 10,000 to all the local housing estates in Chippenham, each with a different offer or deal. Marketing ideas are always at the top of our board meetings.” Members range from 14 to 86 but around 60 per cent are women in the 30 to 45 bracket, many of whom are new to exercise.
And by the end of 2009, Scott and Kev hope to have six franchises in operation and are planning to open another of their own. Scott added: “2008 was a year of consolidation for us and we are coming to the end of all our lease agreements for the equipment – meaning this year we can move forward and expand. We can see how huge this could potentially go and are very excited by the prospect.”
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UK FITNESS SCENE A new piece of fitness equipment that works the body on all fours has been launched – designed to benefit the spine through imitating the walking and running motions of animals. SpineX, invented by a Russian businessman, encourages the spine to move in a way that balances spinal muscles and increases the strength and flexibility of your back. It is intended to be used in clubs, gyms and therapeutic centres to support people’s sport, exercise and rehabilitation. The equipment is being promoted by personal trainer Kristoph Thompson, who has begun using it with his clients. He told Workout: “I primarily use it to help clients warm up or cool down as it’s a good way of bridging the gap between rest and exercise. “It works really well in a gym environment but instructors need to make sure they ask if a client has back problems before using it, as it could exacerbate an existing condition.”
Loyalty points for keeping fit in Manchester By Nicola Hyde A SCHEME which will give people loyalty points for keeping fit is to be launched in Manchester under a £4.6m scheme. Points4Life – developed by NHS Manchester and the city council – will offer people incentives to live more healthily by working like rewards cards in supermarkets. Participants can earn points every time they exercise or buy fruit and vegetables, and the points will be redeemable against healthy services that range from buying sports equipment to discounts off healthy food. Laura Roberts, chief executive of NHS Manchester, said: “Unfortunately people in Manchester have among the poorest health in the country. “There are lots of reasons but the simple everyday decisions we all make about food and exercise contribute hugely to our biggest health problems, including heart disease and cancer. “Points4Life is based on tried and
tested techniques from some of the world’s most successful companies, the difference being that we’re not looking for customers to be loyal to a particular store, but to help people make healthier choices.” The scheme was launched after statistics showed obesity costs Manchester NHS more than £166ma-year. Coun Basil Curley, executive member for health, said: “Manchester has some of the poorest health in the country, and while the statistics have been improving significantly over recent years, we've still got a long way to go if we're going to meet our aspiration of everyone in the city leading longer, healthier and happier lives.” Dr Sally Bradley, director of public health at NHS Manchester, added: “Eating healthily and exercising are often seen as being tougher choices than the less healthy alternatives. “Points4Life will play a big part in changing that perception and use proven methods to really improve the lives of those who choose to use the card.”
New gym finds a home in shopping centre ... A NEW Gold’s Gym has been opened at a shopping centre by six times Mr. Olympia Dorian Yates and former Gladiator ‘Falcon’ Bernie Richardson. The pair are both members of the gym – sited at The Atrium mall – which has been kitted out by Star Trac and has one of the largest free weight areas in the South.
Nigel Snart, co owner, said: “We wanted to build a gym that was suitable for commuters, professionals and all local residents. “We had to choose equipment that provided something for everybody and that included cardio equipment to body building machines and free weights.”
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Earl opens complex A FITNESS complex in South Yorkshire has been opened by the Earl of Wessex. During his visit to Rotherham Leisure Complex, Prince Edward met members of the centre’s team, saw the variety of sports taking place in the building and had an opportunity to talk to some of the local residents using the facility. The new complex is operated by DC Leisure on behalf of Rotherham Metropolitan Borough Council and features a 25m swimming pool, learner pool, leisure waters and flume tower, 90-station fitness suite, studio, six-court sports hall, climbing wall, four squash courts, café and meeting room.
Active breaks OVER half of British people do more exercise on a week’s holiday than throughout the rest of the year, according to a survey. Of those questioned, 61 per cent said they do more physical activity on holiday, blaming the cold weather, low self-confidence and busy schedule for their lack of exercising at home. The survey by online travel agent www.sunshine.co.uk revealed that 59 per cent spend at least an hour and a half exercising every day whilst on holiday, compared to just 11 per cent who exercise for the same amount of time every day at home.
Daniel Craig Picture: Getty Images
Teens pump up to look good By Mary Ferguson TEENAGE boys have changed their perception of the ideal body and are trying to pump up to look good, according to an expert. Peter Muir, editor of Men’s Fitness magazine, commissioned a survey into exercise amongst its readers, which found 87 per cent of respondents want to become more muscular. He also told Workout the magazine is receiving an increasing number of letters from teenagers concerned about their body shape. Peter, who believes the male per-
ception of the ‘ideal body shape’ has changed, said: “A couple of years ago everyone wanted to look like David Beckham but since Daniel Craig played James Bond it’s all changed. “Bulking up has become a lot more popular whereas before it was all about slimming down - but no-one wants the ‘heroin chic’ look anymore. And we are getting a lot more letters from teenage boys wanting advice on becoming more muscular.” According to Peter, many of these youngsters are turning to supplementation as well as the gym to achieve their desired body shape. “Supplements are becoming more
mainstream whereas before they were associated purely with professional bodybuilders. “But manufacturers have done a good job of educating the mass market and now the ‘average Joes’ at the gym are realising they can help.” “Some gyms will always have a problem with steroids but the trend amongst young men is to look muscly to be attractive, not to compete, so losing their hair and getting acne from steroid use doesn’t appeal.” He added: “Different body shapes come in and out of fashion and at the moment it is definitely Daniel Craig that men are trying to emulate.”
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Supplier win distribution contract
Paul Sandford
The Gym At Amazon
Showcase gym attracting members By Mary Ferguson A GYM set up as a ‘working showcase’ for an equipment supplier says it is on track to hitting its target membership. The Gym At Amazon operates next door to the Amazon Leisure headquarters in Norfolk and is designed to display their refurbished equipment in a working setting. It has been open since September and recently signed up its 300th member – putting it on track to hitting 500 by the summer. Owner Paul Sandford, who runs the
club in partnership with Amazon, said: “We are in a very rural area so that’s a good number and we are very pleased with how things are going. “I’ve known the owner of Amazon since I first entered the gym industry 23 years ago so was delighted when they asked me to get on board.” The gym has 170 pieces of equipment, with additions on a weekly basis. As soon as they arrive at Amazon, they go straight next door to the gym. Business from GP referrals and corporate contracts have boosted membership recently, and Paul said they
are starting to win members from the chains in nearby towns. The addition of 6am boot camp classes is attracting membership from the commuters who pass the gym on their way to work. Paul, who also operates two other gyms in the area, added: “We have prospective Amazon clients looking round on a daily basis but they don’t distract our members, they don’t even notice they are there. “And it’s great for them to be able to see the equipment in action and experience how it fits into a gym environment.”
KIT supplier PTE has won the contract to distribute Schelde Sports equipment to the UK market. The deal with the Dutch-based company will enable the group to offer its range of equipment to elite athletic training venues and sporting arenas around the country, including new build facilities in line for the 2012 Olympics. Ron Brooks, general manager at PTE said: “The Schelde product is one of the most respected within its field and is designed to maximise performance and results. “This exclusive contract will enable PTE to supply equipment from primary school level right through to universities and high performance centres.”
Gym revamp A GYM in Bedfordshire has been refurbished and a new zone layout system installed. The £487,000 project at Wyboston Health and Fitness has seen new equipment from Technogym, Star Trac, NXT spin bikes installed and a boxing fitness zone created. It is split into zones including spin, CV, personal training, cable and entertainment. Steve Banbury, business manager for Harpers, said: “The investment has made a great difference to the club.”
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£1.7m revamp completed at Camberley A £1.7m refurbishment has been completed at the Arena Leisure Centre in Camberley. The Kinetika gym has been extended and modernised with flat screen televisions and a wireless music system installed, as well as the number of exercise machines being increased from 86 to 120. The aerobics studio has also been re-vamped and extended by 50 per cent in size, with new flooring and equipment, and a dedicated cycling studio has been built complete with 20 bikes. Centre manager Daniel Walker said: “There’s a completely different feel about the centre and it’s great to see so many customers re-energised and excited with the results. “We are confident that visitors to the Arena are exercising in first class facilities and receiving excellent value for money.”
‘Car washing burns the calories ...’ WOMEN can burn more calories washing the car than working out at the gym, it has been claimed. A study by MORE TH>N Woman’s car insurance and personal trainer Graeme Marsh says that washing the car for 90 minutes can burn up to 500 calories – more than a 45-minute circuit training sessions. Graeme said: “The extraordinarily high ‘car wash calorie-burn’ rate is explained by the fact that a number of the key movements involved in washing a car incorporate all of the major joints in the body, from the ankles right up to the shoulders, and use a number of different core muscles. “A lot of people might not think it but the car wash offers the type of all round body workout difficult to recreate using gym equipment.”
Gyms offering more than just a place to work out can keep members happy by delivering something different which at the same time raises extra funds. Christina Eccles spoke to one leisure centre achieving great success – utilising its extra space by moving into the events market.
Leisure centre moves into events market THE Metrodome in Barnsley is an example of a leisure centre which is using all available space as effectively as possible. Its sports hall is usually used in a more traditional role where it can be hired out for local people to enjoy playing sports such as badminton. But a recent venture into the events market has seen the hall transformed into something completely different – with features including an indoor marquee, stage, seating and a bar all offering the ultimate event experience. With successful events ranging from a 10 pin bowling championship, corporate Christmas parties and a traditional family pantomime, the venue is offering something for the whole community – and is encouraging other gym owners to do the same. According to trading operations manager Michael Hirst and events manager Richard Bailey, the key to making the most of your extra space is to strike a balance between what members want from their leisure centre facilities and the benefits which events can bring to both the gym and surrounding area. Michael said: “One of our biggest problems has been changing the perception of the venue as it has always been known as a leisure centre and swimming pool and the Metrodome brand is so strong. “It is not easy. There is more and more pressure on leisure centres to diversify. But one of the lessons we have learned is that you cannot expect the same people who run your leisure centre and pool to run your events. “We have realised the potential of having this big space and have now brought people in with events
experience to take it to the next stage and change those perceptions.” Over the years, one thing which the Metrodome has learned is that good communication is key to keeping members happy. Letting them know when the sports hall is out of use and offering them an alternative place to play sports at one of Barnsley Premier Leisure’s other sites ensures it does not alienate its core business. Richard added: “We keep members updated with monthly flyers at reception to let them know what events are happening. We have got to have events to help with our income to run the building but we also need to build relationships with members and customers.” But according to Michael, the benefits have been huge and they are hoping this is a market that will continue to grow.
He added: “It is a difficult balance but the money we make goes back into making our facilities better and we try to give discounts and offers to members when we have events. “The events side has seen an incredible growth and it has enabled us to maintain cash flow and help to keep some of our other leisure centres open. “We have had a competitor gym open nearby and it is tough to get that money back if you lose members so you have got to find alternative income streams. “Leisure centres in general are not particularly risky managers and that culture is all about reducing risk. Working in events is a risk but once you get past that threshold you can start making money. “We have invested in Richard as events manager who has the time to run them properly.”
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UK FITNESS SCENE Former Spice Girl Mel B was the face of National Fitness Week, run by Fitness First at the beginning of February. The chain put on different events, campaigns and promotions in their clubs around the country, designed to run alongside other drives to get the nation active. John Gamble, UK managing director of Fitness First said: “Our aim for the week was to complement the work being done within government initiatives – like Change4Life – encouraging more people to take a look at their lifestyle and try to make positive changes. This is not only about getting people to join a gym.” Mel – whose own exercise DVD has become a bestseller – added: “National Fitness Week is a great idea – I’m all for anything which gets everybody fitter and taking care of their bodies. I was so excited to be involved, I want to encourage everyone to become totally fit.’’
David Dowling, back, second from right, with some of the club’s oldest members
Older clients keep faith with gym By Mary Ferguson AN INDEPENDENT gym in Yorkshire says it is crunching the competition by catering for the older market. David Dowling, who has owned Sheffield-based In-Trim for six years, claims targeting the over 30s helps with retention and creates a more loyal membership base. He said: “We don’t have to chase these members for fees and they are more receptive to the advice we give them, whereas most young people tend to think they know best and they are a more transient market. “There are a couple of big chains nearby and their class timetables and bright lights attract the youngsters, but we are holding our own with our membership.” Out of the 800 members at In-Trim, many are over 60 and at least 50 have been training there for over 20 years. The gym is split across two floors, with a totally separate space for weights, and the top floor dedicated to a fitness area. David said this works by helping the older clients feel comfortable, by training away from young men. Because the club doesn’t offer a class timetable, once a week mem-
bers get an hour of group personal training with up to five other people. “We had to hire a personal trainer to deliver these sessions which is expensive, but worth it for the member satisfaction and the reputation it gives us. “We can be training a 70-year-old alongside a 20-year-old but because they are getting individual attention it doesn’t matter and because people come at a regular slot, it becomes a real social occasion for them too.” 80 per cent of the club’s members are new to exercise and David claims that their success in recruiting new clients is down to their sales model. Before being shown round the gym, prospective sales are taken into a consultation room, asked about their goals and motivations and shown a portfolio of case studies of member success stories. Most then sign up without even seeing the facilities. David added: “People don’t listen properly when they are being shown around the club and you can’t sell standing up. “And because so many are first-time gym users, looking at a high-tech treadmill wouldn’t mean anything to them – it would probably just scare them.”
New club makes energy efficiency a priority ... CHAIN group Fitness First is opening a gym on Wembley High Street in April. The 13,000 sq ft club will have a cardio area, ladies only section, two exercise studios – one for group exercising and one for spinning classes – sauna and steam rooms. A spokesman said: “Fitness First has also ensured that the club is as energy efficient and as green as pos-
sible with a building management control system to ensure that energy is not wasted on unnecessary heating or air conditioning. “There is energy-saving lighting throughout the club and a heat-recovery system that can reuse the heat generated from the showers. “The club has been built using only sustainable timber.”
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UK FITNESS SCENE
Gyms offer community fit clubs By Louise Cordell
A London gym operator is swapping dumbbells for bodies and offering ‘human weights’ for members wanting to shake up their workout routine. Gymbox has introduced the concept to motivate gym-goers by allowing them to visualise what they are lifting and the five new employees – who range in weight from 30kg to 155kg – come with an optional 'motivation feature', where they will shout words of encouragement. The concept has been launched at the operator’s Bank site, where instructors will be on hand to compare the performance of members on the human weights machine measured against more conventional weight lifting equipment.
TWO Anglesey gyms are helping local residents get healthy with their own community fit clubs. Holyhead and Beaumaris leisure centres have been running the weekly sessions all year – for £5-a-week participants receive a weigh-in and educational workshops, together with two free vouchers which can be used to attend a fitness class or gym session at the club. Karen Owen, manager of Beaumaris Leisure Centre, said: “Anyone can join up – it is advertised locally so that people can come along and some people have also been referred to us by their GPs. “It is a six week programme and then hopefully people will carry on coming along to classes or join up for gym membership. “It has been very good for the club, we have been getting a lot more people into the gym and have found that about 80 per cent of people who take part carry on with a fitness programme of some form or other once the six weeks has finished.” The clubs were set up thanks to £1,000 of lottery funding through the Sports Council for Wales’ Community
Chest initiative. This investment paid for the initial training and supplies, but since then they have been self supporting, making them a very sustainable option for smaller clubs wanting to contribute to community health. The Beaumaris club has attracted 29 members, who have attended 156 sessions over 18 weeks, with a combined weight loss of five stones and seven pounds. Karen added: “I think the scheme has been so successful because it gives people the support and incentive that they have not had before – even if they had been thinking about getting involved. “This way they have an instructor on hand for advice and encouragement and once they have received their vouchers they don’t want to waste them. “It also helps them get into the routine of coming to the gym and once they start seeing the positive effects then they are keen to keep it up. “It works really well as a stepping stone for people who lack confidence and aren’t really sure if they will enjoy the activities and is also a good socialising tool and is great for bringing the community together.”
Dorian Yates and Liane Shadrack
Dorian helps refit celebration SIX times Mr Olympia Dorian Yates gave a free seminar on bodybuilding and weight training to celebrate a £50,000 refit of a freeweights gym. Kelsey Kerridge Sports Centre, in Cambridge, installed 30 stations of Cybex plate loaded and freeweight equipment to encourage training in its 200 members. Deputy manager Liane Shadrack said: "Whilst competition for general fitness gyms has grown massively in
Cambridge over the last three years, there is still little focus on freeweights. By keeping our fitness gym and freeweights gym separate we can cater for a wide range of users from deconditioned to elite athletes and body builders. “The freeweights room offers every training option for members who are serious about their training, including power and strength training via fixed resistance machines, Olympic bars, discs and dumbbells.”
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Group exercise has boomed in the last decade with the introduction of new classes and the shortening of many to under one hour. Michelle Bletso, group exercise manager at Sports and Leisure Management, considers what 2009 could bring.
Why programmes must produce a result ... THERE are some key elements to producing a successful group exercise programme. Simplicity, variety, but most importantly the effectiveness of the sessions is what determines long-term success. Participants want to feel good about attending the session and then actually being able to last the distance in the lesson itself. Improving their fitness and maybe losing a few pounds in the process are side-effects of a well-taught session. It’s very important that leisure facilities ensure they run programmes that are going to produce a result. Throughout 2008 we saw a growth in group exercise programmes that target the general population. Sessions such as circuits, spinning, Body Pump and meaningful conditioning sessions have all seen growth. We have also seen a huge rise in the popularity of sessions like Boot
Hydraulic workout gym has no mirrors A WOMEN-ONLY gym that uses hydraulic equipment for a 30minute workout has opened in Hertfordshire. Hydrashape-me is based in Welwyn Garden City and operated by Julia Cocklin, a former council worker who opened the club after training to be a franchisee. Julia said she has always had an interest in health and fitness and saw the chance to own her own gym as opportunity to do something new. She said: “I used to work out myself at a Hydrashape-me club nearby so saw the benefits firsthand. “The hardest thing about opening my own gym is that I’ve
never done anything like this in my life so it’s a huge learning curve – but I’m really enjoying it.” The gym is aimed at women but a mixed session is held at the end of each day, which attracts couples who want to work out together. The club has been designed to attract women of all ages and Julia made a deliberate decision not to install any mirrors in a bid to ensure users feel comfortable. She added: “People who are not used to going to a gym don’t want to see themselves while they are exercising.” The club was officially opened by the town’s deputy Mayor, Kim Morris.
Camp. In part this can be attributed to the amount of media attention that these classes have received and the element of surprise delivered by instructors week on week. Many centres have now linked into this trend and are offering sessions both indoors and out, making the most use of the local facilities available to them. 2009 will continue to see the rise of results driven group exercise sessions with spinning remaining one of the top performers. I expect to see a crossover of personal training equipment like the kettle bell and power plate into group exercise sessions. These types of classes will give the time spent at leisure facilities a greater sense of purpose. After all, at its most basic level, group exercise is the cheapest form of personal training we offer with the potential to be fun rather than simply
gruelling. In order to capitalise on the group exercise phenomenon gyms need to think about making the best use of space. If your gym prevents you from being able to run spinning sessions then think about running smaller classes with less bulky equipment such as Swiss Ball or boxercise. Also think about the profile of your members. Don’t offer boot camp sessions if the majority of your members are over 50 – think about pilates and yoga based classes to improve flexibility and core strength. If you have a lot of junior members then it’s new trends such as cheerdance and hula. Group exercise is a fantastic way to keep members motivated and interested in the services that you offer. But like anything else, if you fail to keep it fresh and challenging members will move on.
Body-sculpting success inspires Kristelle’s clients A LONDON-BASED personal trainer is inspiring her clients after qualifying for the finals of a European body-sculpting contest. Kristelle Sammons, who works and trains at Flex Lifestyles in Uxbridge, has been competing for two years and in June will take part in the European championships for the International Union for Natural Bodybuilding, held in Belgium. She said: “Clients can see that I follow my own advice and I think the titles I have won inspire themselves, and their confidence in me as a trainer. It enables me to be a walking advert for my personal training business. “Also, through training myself I have learned a lot more about conditioning and nutrition, which I can
pass on to my clients.” Kristelle began competing for the first time in 2007, winning her debut competition and qualifying for the British and European Championships. Last year she stepped on stage five times, competed with three different bodybuilding federations and qualified for each of their respective British Championships. In October she became the Natural Physique Association ‘trained figure’ British champion, beating ten other women. She added: “I train six to seven days a week and follow an extremely strict diet regime. It requires a lot of sacrifice and dedication, but is 110 per cent worth it when you eventually step on stage and take a title.”
Kristelle Sammons
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WOMEN
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Birmingham based Style and Tone opened last March with the aim of offering a onestop shop for busy women who want to look and feel good without it taking hours out of their day. Christina Eccles found out more. Co owners Simon Baldwin and Julie Baldwin and image coach Susan Allen
A one-stop shop for beauty and fitness STYLE and Tone is Birmingham’s first ladies-only fitness, image and beauty studio – incorporating everything from the gym and beauty treatments to style coaching and personal shopping. The business prides itself on helping members achieve results with workouts and treatments that are effective yet not time-consuming for busy women. Studio owner Julie Baldwin said part of Style and Tone’s popularity is that everything is both quick to use and under one roof – providing local women with a onestop shop for beauty and fitness. Instead of spending long periods of time on the fitness equipment, members do a circuit – spending just 30 seconds on each piece before moving on to complete the circuit three times. The gym has also had great success with Power Plate and after opening with one, has recently gained two more. Since the studio opened, Julie has found one successful way to keep members happy is to give them the opportunity to give feedback on what they think is working well and what could be improved. This information is then used to make changes where possible to make the experience of coming to Style and Tone even better. She said: “Asking for regular feedback has been successful and very helpful. From the feedback we have had, the ladies love it. The studio is more intimate and personal and we want our members to get results.
“In the larger gyms it is a volume game – they just want to get members through the doors. But we are a bit smaller and focus on results. “Some of our members have also said they have previously found the gym environment intimidating and a place full of ‘sweaty men’ working out. They like the women only environment much better. We also offer the personal side which can be lacking in some of the bigger gyms.” Julie’s background is in corporate sales but losing weight for her wedding encouraged her to train as an image consultant. She decided the best way to fit all of her expertise together was to open the studio and has never looked back. Her background has also helped with creating Style and Tone’s website which she sees as a good tool in getting the message of the gym out there to potential members. Julie added: “My sales and marketing background did help with the website as we did not want a corporate website because that is not what we are about. We provide a warm, supportive and friendly atmosphere and wanted the website to reflect this. We want to provide support for women and I see us as being like an oxygen mask on a plane – we want to be that for them. We tell the women that if you don’t look after yourselves, you can’t look after others and find this is something they are able to relate to.”
Julie keen to expand business EVEN though Style and Tone has been open less than a year, Julie already has ambitious plans to expand the business. She said that part of its success is due to the location so this is something she will be looking closely at when choosing a new site. She added: “We have got a great location and the studio has a nice feel to it. It is a one stop shop and busy ladies love that. In 12 months’ time I want to open a second studio in Birmingham city centre and in total plan to open 10. “When thinking about the city centre location, it would have to be somewhere with lots of office workers. They could come here, order their lunch and go on the Power Plate – it would be convenient. Also Birmingham has a huge Muslim community who need to work out in a ladies only environment. It is important to play to your strengths and what the area is looking for.”
Gym gives members exercising confidence AN independent gym owner from Cheltenham has revealed how her ladies-only gym has given members the confidence to start exercising at any age. Sandy Carter – owner of Ladytone – said the nonintimidating atmosphere of the gym has encouraged some of its older members to enjoy their workouts and achieve results. The gym – which has been open since 2005 and has over 100 members – prides itself on good customer care and attention and being able to educate women on the benefits of exercise and healthy living. Sandy said: “I saw a need for a fitness club in Cheltenham that is non intimidating for those new to exercise, yet more than a plain circuit. “There is a different atmosphere about a ladies only gym. It is less competitive and there is less emphasis on heavy weights and more emphasis on all over fitness and wellness. Members say they feel more confident with no men around.” Sandy also said that one of the biggest issues in women’s fitness is getting women to see what exercise can do for them and that you can start working out at any age. She added: “Rather than applying potions and creams, educate women to the fact that fitness is the best way to youthful appearance and weight loss and the 'feel good' factor. Life is not over at 50. We have members who have started to exercise for the first time in their eighties.” Sandy is planning to introduce new exercise programmes and equipment.
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Put your feet up – and exercise SEATED exercise sessions are being offered to residents in Wales to encourage them to work out. The scheme – run by Kinmel Bay Fit Club – will see people offered 12 weeks of chair exercise taster sessions. They will also be given vouchers which can give them access to line dancing, badminton and gym sessions for just £2 per week. Jacqui Richmond, coordinator, said: “The initial idea came about because we have several elderly members and also a few who are in wheelchairs or are post-operative, who can struggle with the more traditional exercises. “We were concerned that this meant they weren’t able to take full advantage of the voucher scheme so we wanted to introduce something that would be suitable for everyone.” Chair based exercise works by sta-
bilising the lower spine and provides support, giving a greater range of movement and also reduces balance problems in those with particularly poor mobility or arthritic pain. The classes are run by an instructor from a local gym, The Bay Health and Fitness Suite, which is also involved in providing a range of other sessions for the voucher scheme. Jacqui added: “There have only been three sessions so far but they have gone down tremendously well. “I am pretty confident that they will continue beyond the initial three months because the have been very popular and the majority of our members have been taking part. “The classes are great because everyone can go at their own pace and they can also complete the routines at home.
Exercise on prescription boosts activity
Stroke patients start their own exercise sessions
A NEW study has revealed that exercise on prescription increases physical activity and should be used more, according to experts. Researcher Dr Beverley Lawton, from New Zealand, studied exercise on prescription in more than 1,000 women who did not do more than 150 minutes of moderate physical exercise a week. The programme included an initial counselling session of motivating techniques to increase physical activity and telephone support over nine months to help with choice of activity, goal setting and general support. At the start of the programme just ten per cent of the participants did more than 150 minutes of moderate exercise a week – after two years that raised to almost 40 per cent.
By Louise Cordell A GROUP of people who are recovering from strokes have started their own weekly exercise sessions to try to improve their health and mobility. Butterflies After Stroke Club in Buckley attracts over 35 patients and carers every week who take part in an hour-long fitness session, followed by lifestyle advice and activities. The workout is run by fitness instructors from Extend, who are REPS level three qualified and are specially trained to work with stroke sufferers. Club secretary, Brenda Smith, said: “We are just starting out as an independent group after the Stroke
Seated exercise sessions” “One of our members, who is in a wheelchair, has lost one and a half stone in four months of membership, so it is clear that people are gaining massive benefits.
Association Day Service we were attending failed to secure funding to continue. “We have all benefited so much from the exercise programme that we are trying to continue ourselves. “We didn’t want to let it go because for many people it was their only day out of the house and their only chance to talk to others in the same situation.” The group has been so popular, it has recently had to move to larger premises because of its policy to never turn a member away. It costs about £5,000-a-year to keep the club running and, as well as contributions from charities and organisation like the Sports Council for
A PIONEERING parish council in Fawley now runs the first site in Hampshire with stage two IFI accredited equipment. Gang Warily Recreation Centre has created a 2,000sq ft gym and a studio area under a £140,000 project which
allowed an activity room and bar to be renovated. Centre manager Kevin Lobley said: “Inclusive fitness may appear to be a niche market but it is huge. 27 per cent of users are now deemed to be deconditioned. “When I began to plan the refurbishment I knew that, to be truly
Wales, each member pays £1.50 per week into a club raffle and takes part in a range of fundraising activities. Brenda added: “It is very important for stroke victims to take regular exercise. “The problem is that after a stroke, people are provided with a few weeks of hospital physiotherapy and then are left to fend from themselves – but they have nowhere else to go. “They really should continue to have the proper treatment, but that is not provided, so anything we can do is better than nothing. “Everyone that comes along has reported real benefits, so it is very important that we can keep running for as long as possible.”
Gym ready to spend £70k
Pioneering council in Hampshire IFI first By Nicola Hyde
“It is also great for members to meet up with other people from their community who are in the same situation to exchange tips and encourage each other to keep getting results.”
inclusive, we not only needed to appeal to a broad market but also offer tangible benefits. “Our old equipment simply wasn’t appropriate for this range of users.” So far, the gym – which uses Cybex kit – has more than doubled its membership.
THE gym at Hamilton Academical Football Club is to spend £70,000 on accredited IFI equipment. Core Fitness – which has 500 members – will use 15 pieces of equipment from Pulse as part of the refit. It will also be used by the team members and, under the deal, Pulse can also use some space at the ground for advertising. Gym manager Darren Cross said: “Our gym is very well used by the players for rehabilitation work after injury and so it is important that the equipment we use is accredited by the IFI. “Many of the players also use the gym for general fitness levels so we were looking for equipment that offered state of the art capabilities as well as ensuring that our injured players and sports therapy clients could use it for rehab.”
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REHABILITATION/IFI Mark Airey, a former PT instructor in the army, now lectures in applied sports science and sports rehabilitation at Salford University. He also owns the Alive and Well gym in Warrington. Lyndsey Smith spoke with him about how his facility became a one-stop shop.
Mark Airey and, inset, the Alive and Well gym in Warrington.
Nutrition programme is ‘last piece of the jigsaw puzzle’ MARK is a sports rehabilitator who specialises in strength and conditioning and functional training and he believes this is the way forward for a lot of gyms. Lecturing to students who want careers in the fitness industry or to be sports injury specialists, Mark emphasises this fact to up-and-coming fitness professionals. Integrating functional training into his own gym has been at the forefront of Mark’s plans and he said: “We run two types of functional training classes working with balls, bands and dumbbells. “FitMoves is functional circuit training and Fun Legs and Tums is an allover body conditioning class incorporating full body movements.” Functional training is also a great warm up according to Mark and on the practical side can help ease congestion. “You tend to find when you go to a gym the personal trainer will say go on the bike for five minutes, or the treadmill, and everyone does. “Other than warming the legs it doesn’t really make a huge amount of difference – the total calorific count is about 50. “Give them a medicine ball and they get a toenail to fingernail workout and a great warm up. It increases
the volume of the training and massively increases calorific output and on the practical side it frees up machines and you have less congestion.” Alive and Well also offers an eightweek nutrition programme and Mark believes this is the missing link for many gyms. “I would like to see this offered in all gyms as I think it’s the last piece of the jigsaw puzzle – it can make your gym a one-stop shop. “We offer weekly seminars on portion control and food labelling, and we educate about different food groups – this coupled with a monitored fitness programme is the way forward.” A nutritionist and herbalist practise at Alive and Well along with graduate sports rehabilitators and chartered physiotherapists. Sports rehabilitation at the gym consists of practical advice on the prevention, assessment, diagnosis and management of musculoskeletal conditions, and Mark said: “We use various techniques involved in the management of injuries including manual therapy, electrotherapy and exercise prescription, all complemented by various sports science issues such as exercise physiology, strength and conditioning training
techniques, sports nutrition and sports psychology. “We utilise a multi-dimensional approach, considering all aspects of the patient's injury and treatment and rehabilitation sessions incorporate manual therapy techniques, massage, posture correction, core stability and functional exercise programmes.” Alive and Well also offers Iridology sessions whereby the colour and markings of the iris show potential weakness in the organs. The sessions determine which organs need support, any nutritional deficiencies, foods suitable for you, root cause of symptoms and family traits whilst offering practical advice on which foods to avoid and which herbs would best strengthen the constitution. Exercise programmes are accessed by Technogym key and there are cardio, resistance and spinning areas incorporating the Inbody 720 and Asics equipment. A relaxation area, beauty room, aerobics studio with full class program and boxing facilities are also present along with a running club and Mark added: “We are a very diverse operation and we aim to offer members everything they need under one roof.”
Fitness consultant Lynn rewarded for efforts A FITNESS consultant from Sheffield has been celebrated for her efforts to encourage sufferers of coronary heart disease to increase their physical activity levels. Lynn Hird, a personal trainer at Hillsborough Leisure Centre, picked up a certificate in Activity Sheffield's recent Active Challenge. Lynn (far right) and Laura (far left) with some members of the cardio class
She joined forces with Laura Williams from Activity Sheffield to
form ‘Lynn and Laura's Barmy Army’ to promote the importance of cardiac rehabilitation after a heart attack or heart surgery. The team ran a series of Phase Four cardiac rehabilitation classes at Hillsborough Leisure Centre to assist people who had been referred from hospital and required an increase in activity to improve their physical well-being and quality of life.
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The report’s findings have been rubbished by the Sunlight Research Forum (SRF)
Sunbed skin cancer claims ‘spurious and misleading’ By Mary Ferguson CLAIMS that sunbeds increase the risk of skin cancer by 75 per cent have been rejected as ‘spurious and misleading’. The International Agency for Research on Cancer (IARC) published a report that claimed using a sunbed under the age of 35 will massively increase the risk of developing melanoma – but this has been rubbished by the Sunlight Research Forum (SRF).
They consulted a number of scientists specialising in the effect of UV exposure on human health, who they say, have confirmed the claim as misleading. Ad Brand, head of SRF said: “It is clear there is a stark division of opinion between IARC and other senior members of the scientific community identifying the relationship between sunbed exposure and melanoma risk. “Public health campaigns and policies can be determined on the con-
clusions of this type of report and therefore, we believe it is very important the information is correctly presented and communicated by all the agencies involved.“ Dr. Frank de Gruijl from the Department of Dermatology at the Leiden University Medical Center in the Netherlands, added: “It is extremely difficult, if not impossible, to separate the risks and melanoma incidences resulting from outdoor sunbathing and sunbed use. “To separate the risks would
demand at least a symmetrical way of looking at both factors. “However, it is impossible to quantify sun exposure in daily life with the required certainty.“ Ad added: “We do know that unlike sunbathing, sunbeds keep UV exposure within one minimal erythemal dose. “Sunbed use might contribute to melanoma risk but sun exposure is expected by far to be the greatest risk factor.”
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SUNBEDS AND TANNING Advertiser’s announcement
New sun bed regulations apply from April 1 DESPITE all the hype and uncertainty regarding the change to Standard EN 60335-2-27 that requires sunbed manufacturers to meet the new irradiance level of 0.3W/m2, on all equipment sold after April 1, the change will not be as drastic as first thought. Advice from the HSE’s Product Safety Section is that the standard will only affect new equipment. And there will be no requirement to retrofit existing equipment to meet the new standard. Therefore, it is unlikely that an inspector would interpret this to mean that a second-hand sunbed would have to meet the new standard
either, as the equipment, though being resold, would not be new. Therefore, it would be misleading for anyone to suggest that inspectors would be enforcing against the new standard for equipment made prior to April 1. If and when these new standards are to be applied to existing equipment is still to be decided, but most beds would still pass the new regulations with a simple tube change for compliant lamps. If you would like more help or advice please call Sun and Health International’s managing director Garry Allbutt on 01527 821 076 and he will be glad to help.
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Safety advice is boosting tan business By Mary Ferguson
The hormone is injected into the stomach
Tanning hormone in safety controversy A TANNING hormone sold in some gyms is still causing controversy over its safety – and selling it could land operators in jail for two years. Melanotan, which is injected into the stomach, has been linked with making moles and freckles darker and causing new skin blemishes to form. There have even been claims it can cause skin cancer, despite many users choosing it as a ‘safer’ alternative to sunbeds. The Medicines and Healthcare products Regulatory Agency (MHRA) issued a warning to people not to use
the drug, claiming it is being advertised and sold illegally on the internet and in some body building gyms and tanning salons. Workout spoke to the MHRA, who said that if a gym was found to be selling Melanotan, they would be contacted and ordered to stop selling or promoting it immediately. A spokesman added: “Every opportunity is given to comply however if they don’t comply with the request, enforcement action down the line could lead to two years’ imprisonment and/or an unlimited fine.”
AN independent gym claiming to have the cheapest sunbed prices in Cheltenham says it is boosting its tanning business by providing comprehensive safety advice. Sport Connection has been operating a stand up tanning unit for four years, after members complained that the lay-down units took too much time out of their day. Manager Alex Sansone told Workout: “Sunbeds are not everyone’s cup of tea and people are more concerned about safety risks than they used to be but they will always have their place in gyms. “We make sure that safety leaflets are always available and no-one is allowed to use the unit without a consultation first. “Over the years things have changed and more people use fake tan but modern sunbed technology is really advanced – and people will always prefer to look at a tanned body than a pale one.” Users are asked to fill out a form and staff recommend tanning time according to their skin tone. If some-
one is very fair or has a lot of prominent moles they are told to consult their doctor. A five minute session costs £3 and block bookings of six are sold at the price for five, which Alex claims makes them the cheapest prices in the area. “At one stage we decided to get rid of sunbeds altogether because noone wanted to lay down for 28 minutes at a time as they just didn’t have the time. Since we changed to a stand up unit though it’s got more use and we can fit more sessions in to the day.” Andree Deane, director of the FIA, said the as long as operators follow the correct health and safety guidelines, there is no reason why sunbeds can’t work well for them. She added: “There is no strong evidence to show that sunbeds used under health and safety guidelines are any more dangerous than sunbathing under the sun. “A lot of our members tell us they make a lot of money from them and as long as they operate the beds properly, who’s to stop them?”
Top alternative to buying new Advertiser’s announcement IN CREDIT crunch Britain, it’s nice to know there are one or two alternatives to buying a new sunbed at the consequent high cost. A couple of companies actually specialise in completely refurbishing top calibre sunbeds to very high standards. None more so than Sunbed and Leisure Systems Ltd, who over the years have built themselves an impressive reputation dealing with Ergoline products. Their modern warehouse facility beside the M1 Motorway in North Derbyshire is set up to handle most makes, and they employ only factory trained engineers to maintain their high standards. Therefore, you can have that necessary upgrade in both size and quality to keep your business ahead in the tanning game, without worrying about spending too much. Leasing facilities are available, even on the reconditioned stock, to allow you to pay for your new equipment as it earns revenue for you. For information call 0845 2414555 or visit www.sunbedandleisure.co.uk
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Get it right with interactive technology By Louise Cordell INTERACTIVE technology can provide a great way for gyms to connect with their members, but getting involved is harder than it looks according to industry expert Biray Alsac. Social internet platforms like Facebook, MySpace and Twitter are growing in popularity as fast and cheap ways to promote a club and keep members informed, however, inexperience or a lack of focus can mean wasted time and money. Biray is an international health and wellness speaker and the owner of the FITTmaxx Institute, which is dedicated to teaching fitness professionals how to integrate internet technologies into their work. She believes that while internet forums like Facebook and blogging can be cost effective ways of reaching a target audience, gyms and health clubs should think carefully about what they want to achieve before they start. The best type of software to use will depend on whether the club wants to increase membership, build a community among members, educate them about fitness or update them on news and events. She said: “A lot of the time people create a blog or a Facebook page because they read about how these online social media tools are the ‘next big thing’. “However, while they are very useful, without purpose and agenda they can also be very ineffective. “It is also important not to underestimate the time commitment it takes to develop an online presence – while
Tips on how to use the web to connect with technology-savvy consumers: Instant messaging and chatting online is often a preferred form of communication – especially for quick questions and inquiries. A good way of addressing this is to embed chat widgets on a website or blog and then have a trainer or staff available to answer questions online. Chat widgets (like meebo.com) are free! Create communities for clients in places like fitfiend.com, dailymile.com or gyminee.com – these are social networking sites that have a lot of fitness related people joining and so provide a ready made audience. Create a Twitter account for your club or organization. Twitter is a microblogging platform where you can send out selective information in 140 characters or less – you can then send out links to current blog posts, announcements about upcoming events or even motivational tips. creating a blog is easy to do, maintaining one is much harder. “Many people assume that as soon as they have uploaded a profile or created an account on a particular network, they will immediately see memberships increase and communities form. “This is a common misconception – you have to spend a lot of time an energy in these spaces yourself if you expect any commitment to your efforts in return.” According to Biray, the most essential thing for clubs to remember is to tailor the software to the job that needs doing – no one programme can address every issue and each type of social sofware has its own niche. She added: “MySpace is very effective with the entertainment business, which is why so many bands appear in that environment – so any marketing efforts in health or fitness may be likely to get lost there. “With that said, it is important to research the demographics and usage
of various online tools. “Sometimes this data is accessible to the public through the actual site, but at other times, you must rely on your own experiences, learning through trial and error is all part of the process.” Despite the challenges, Biray is convinced that social software is particularly applicable to the health and fitness industry because people in the field are committed to helping people make better lifestyle decisions – and with the right preparation technology can move a company on to the next level. She said: “Connecting with people is one of the key elements of success for gyms and health clubs – it results in good member retention, exercise adherence, success in event marketing and helps to disseminate information. “The great thing about online communities and social software, and what makes them ideal for clubs, is that they allow this to happen on an instantaneous, intimate level.”
Lecturers create fitness handbook
Fitness system launched A NEW way to motivate group exercise classes has been launched to health clubs and leisure centres in the UK. The Activio Fitness System is the world’s first management solution for group training, with visual technology that uses the members’ heart rate data to create a fun, effective and motivating concept. Activio is suitable for all levels of ability and fitness and uses the latest digital technology to transmit heart rate data from a chest belt to a central unit and then project this information via a personal training meter onto a screen.
Biray Alsac
Before a class begins, each member logs on to a touch screen system to register their belt and inputs or calculates their individual maximum heart rate. The heart rate activity is then wirelessly transmitted onto a large screen that provides valuable guidance for both the instructor and the member. The data is displayed anonymously, so only the member will know which intensity meter is showing their data. Activio has been installed in over 250 clubs throughout Europe and they have now opened a UK office to directly support and build their presence in the country.
By Lyndsey Smith TWO Sunderland university lecturers have created a handbook for fitness professionals.
International supplier of name badges Badgemaster has invited buyers to cut costs while improving quality and service. By taking the Badgemaster price challenge, any name badge buyer can challenge Badgemaster to beat the current price they are paying. It takes less than a minute to do the challenge and obtain a fixed price per badge quotation. It is completely free, confidential and without obligation. Badgemaster’s John Bancroft said: “Lower cost for a better product is what our price challenge is all about. We’re so confident that we offer unbeatable prices, product quality and delivery time, that customers transferring their supply to us will have nothing to pay if they don’t agree.”
Morc Coulson, and David Archer – sports and exercise science lecturer and physiology of training lecturer respectively – have collaborated on The Advanced Fitness Instructor's Handbook, and David said: “The text books out there are either very advanced, with no technical, practical element or they’re very basic with very little science in them. “The science underpins this book throughout, but it still has strong practical applications.” Morc added: “We felt there was a gap for a more progressive book, more in-depth and more scientific. “This particular book covers lots of practical and theoretical issues, and we felt that in the British market there wasn’t a book that does that.”
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UK FITNESS SCENE
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Expanded gym bids to double membership By Lyndsey Smith A GYM is aiming to double its membership in the next 12 months after more than doubling in size. The Gym, in Golburne, Warrington, started as just 2,000 square feet but after expansion due to popularity it now covers 5,300. Owner Mark Howlett said things were going better than he had ever envisaged. “It has been a complete snowball effect and grown faster than I ever anticipated. “I own my own supplements company too and have met many gym owners over the years, talked to them and seen how they operated and it was always my ambition to start up my own. “I did my homework and quickly found that within a four-mile radius of the enterprise park where we are based there were 9,000 homes and no gyms. “There had been a couple in the past but they were hardcore bodybuilding gyms that attracted about a 100 members so we opened as a facility accessible to everyone.” The 700 members now have access to a fitness room kitted out by SportsArt with cardiovascular equipment, two weight rooms, an aerobics studio and spinning studio. The weights room tends to be split with females in one and males in the other and Mark said: “One is mainly freeweights and Olympic equipment
‘It has been a complete snowball effect and grown faster than I ever anticipated’
Mark Howlett, right, and Andy Pritchard from Powerzone
and is more popular with the men, whist the other is mainly resistance equipment, and I think the females feel less intimidated with this set up. “They do mix freely in the fitness room and our system works well.” Basic advertising in local press and a poster and leaflet campaign worked for Mark when he opened and he says he plans to continue that strategy. “We had massive initial help from Powerzone, Jordan Fitness and SportsArt that has helped us to get to the stage we are at. “Obviously word of mouth may have some effect now but I aim to stick with what I know. “Ideally, I would love to double our membership as we have more than enough space to accomodate comfortably now. “It’s been swings and roundabouts but I have certainly enjoyed it.”
Advertiser’s announcement
New training service is ‘filling gap’ – operators By Mary Ferguson
Company sees significant growth INTERNET TV Fitness Channel provides interactive fitness content and ‘one-stop’ gym resources. ThinQ Digital Media, the digital TV content company, have seen significant online membership growth with their focus on fitness. Customers access the workouts from their computers by visiting the web site www.thinqfitness.com where they can select from a range of graded sessions according to proficiency. ThinQ Digital Media are now beginning to deliver their content back into gyms, hotels and commercial organi-
sations, allowing easy access to classes when trainers aren’t available, participant numbers are very low, or where individuals would like to workout out on their own. “We are able to easily re-purpose the content depending on how much control each organisation would like,” explains Paul Gullett, managing director, ThinQ Digital Media. “You add value to your customers, they see your brand.” For more information contact Paul Gullett, managing director, 07917 030239, paul. gullett@thinqdigitalmedia.com
THE operators of a new corporate personal fitness training service claim they are filling a gap left by ‘impractical’ gym memberships. iGlobalFitness – whose chairman is former world 5,000m record holder David Moorcroft – offers a worldwide network of personal fitness training for corporate and consumer markets. A company spokesman said: “In contrast to company gyms or gym membership, consistent monitored fitness training ensures that employees actually do stay on track with their fitness goals and benefit from this perk – as gyms are often not practical enough and go unused due to busy schedules or personal lack of motivation.” A one-time life membership enables qualified personal trainers to be booked both in the UK and worldwide, with 24 hours’ notice.
Operators say the service could be paid for by the company or as part of their corporate benefits scheme or wellness programme. Alternatively the employee can pay for the service themselves, possibly at a special subsidised rate. The spokesman added: “It is a proven fact that membership of gyms is declining, whereas the flexibility and convenience of personalised fitness training fits in with busy schedules and needs. “With iGlobalFitness no membership is required and a system is put in place to ensure progress is tracked against agreed fitness goals and individuals are motivated to stay on track with their own specially designed and personalised training plans.”
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NUTRITION/SUPPLEMENTATION
29 Athletes from the Ericsson Racing Team have sailed around the world – with help from nutrition company CNP. Team spokesman for The Volvo Ocean Race Joel Rewa-Morgan said: “We can't take fresh meat, vegetables or fruit, so we had to find other ways to give the guys the macro nutrients they need.” Kerry Kayes, nutrition specialist at CNP Professional, recommended protein bars to supplement the crew’s high carb diet.
Sharron backs new trend in supplementation FORMER Olympic swimmer Sharron Davies has revealed how a new trend in supplementation for women is helping gyms support female members who need to balance busy lives with keeping fit and healthy. Sharron – who is helping to develop nutrition company Perfect UK‘s products for women – said that women are often very busy and sometimes struggle to find the time to look after themselves. She told Workout she is pleased to see a growth in products geared towards helping women manage busy lifestyles and stay fit and healthy. She said: “People are becoming more interested in looking after themselves but men and women are very different both physically and emotionally. “Women are generally juggling and multi tasking and put themselves at the bottom of the list. “We live very fast, busy lives and supplementation is a way of topping up or maintaining what we put into our bodies.”
Company spokesman Todd Wilson added that the growing trend for women using supplementation is one area where gyms could boost secondary spend. He added: “If someone comes into a gym or to a personal trainer with a goal, exercise is one thing but you have to start with diet. “Once members get that knowledge, you can go one level deeper and move on to talking about supplements. Supplementation has become more accessible and there are now more products designed for a woman’s physique. “Also knowledge and understanding about supplementation has increased and it has become more acceptable for women to use it.” He advised gyms to make sure their front of house staff are up to speed on developments in the nutrition and supplementation industry, so they can best offer advice.
Sharron Davies
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TRAINING – ADVERTISER’S ANNOUNCEMENT
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Core blimey! By Alan Runacres, FCollP. FISM. BSc. Hons. DipHMan. MICM Dip Director of Training – WABBA Qualifications WHY do trainers keep telling us that if you don’t (and I quote) “engage the core” the exercise “won’t work properly and give you any results.” How have we ever managed to train in the past without this wonderful piece of advice? When it comes to any kind of resistance training with weights or your own bodyweight, muscles only grow stronger, bigger, or more toned over a period of time through muscular overload. This can happen in three ways, firstly by lifting a heavier weight, secondly by doing more repetitions with the same weight, and lastly, by targeting the muscle to be worked as directly as possible, rather than draining valuable energy into loads of surrounding muscle groups.
If you are training your chest or your legs, or indeed any body part, forget about ‘engaging the core’ (there is a time and place for that later in this article, and later on in your workout too) and put all your concentration into the muscle you are trying to work. Focus intensely on making every repetition count force the muscle to repeatedly contract to a point of fatigue by the end of the set, without having to worry about balance and falling over. Remember, while your mind is thinking about ‘can I keep my balance’ it’s not thinking about ‘is my muscle working properly’? If you divide your energy and concentration levels into four or five muscles at once you end up with 20 per cent effort on each muscle, but if you place all your energy and concentration levels into one major muscle group at a time it gets 100 per cent effort and overload leads to
‘When it comes to any kind of resistance training with weights or your own bodyweight, muscles only grow stronger, bigger, or more toned over a period of time through muscular overload’
Alan Runacres quicker and more noticeable results get the idea? If you want more core stability and strength then by all means let’s train for it, but let’s train for it properly. Use a variety of oblique, abdominal and lower back exercises at the end of the workout session to specifically target these core areas. Studies show that abdominal crunches on a Swiss ball can work your abs harder than the same movement done on the floor, or when trying to ‘engage the abs’ during an exercise for another muscle group. Plank exercises will give ‘static’ core strength, but not ‘dynamic’ strength as there is no movement involved. Strength athletes and Powerlifters can never be accused of having weak core muscles, yet never do specific core exercises. They do however train on the ‘king of lifts’, the Deadlift, which ironically is the best all round dynamic core
stability and strength builder available as It utilises the entire trunk as a major synergistical group during the movement. But please people, ensure the weight starts from, and returns to, the ground. Not off a bench as I have seen in some gyms recently, this limits the ROM and nullifies the effectiveness of the exercise. Powerlifters including myself would use blocks in certain instances to improve on ‘partial ranges of the movement’ (hence why this technique is called Partials) but this is for serious amounts of your 1RPM and not for building core stability and strength. Until next time, train the core. Spread the word and keep training real. 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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TRAINING
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Marketing in tough times By Dave Wright, Creative Fitness Marketing THERE is a marketing saying: “When times are good you should advertise and when times are bad you must advertise.” Of course it is a hard question that clubs must ask when things are a little tight. But the last thing that clubs want to do when things are getting tough is to turn off the tap. Remember that it’s the marketing and thus the sales that pays for the rent, the wages and the equipment. The old adage of build it and they will come has long past along with the old infamous new year rush. Clubs must be more proactive with their marketing and aim at setting between five to eight per cent of their club’s turnover each year to obtaining and getting their message out. In times of recession it is even more necessary that this spend is allocated. A study done in America in Jan/Feb 2008 found that those companies that had maintained or increased their marketing budget in the times of economic turmoil found an average increase in sales growth for the following three years after the recession compared with those which eliminated or decreased
Dave Wright their marketing spend. Companies such as Dell, Microsoft and BMW view recessions as opportunities as it is a great chance to exploit their competition with aggressive marketing. Of course for clubs, it’s not a matter of ‘he with the deeper pockets win’, but I think many independent operators don’t realise how little some of the big chains actually market their facilities. Luckily enough they are greatly
controlled from centralised offices and thus focus more on internal referrals to attain new members. They can’t necessarily respond to a new marketing idea that an independent has the luxury and quick authority to do so. Be creative with your staffoffer bonus for the most creative way to get the word out. Offer commission for sales that they generate off their own back. If times are tough not only do you want to show the staff that their jobs are safe, but also that they can earn more money in times when people are looking to cut down. If it’s possible, then have people hand out fliers for your club on a commission only basis so that they get say £10 for every person that they get into the club and join. It doesn’t cost you anything apart from printing the fliers, but you get a no risk handout. Marketing aggressively in a recession can not only boost your sales and market share, it can also open a lead on the more timid competition. It can put your club in the lime light in a chaotic business environment and show your marketplace that you have stability whilst also allowing you the opportunity to dominate the advertising media.
Advertiser’s announcement
PTS and Premier Training merge JANUARY 12 saw the merger of PTS and Premier Training, with both companies recognising the value in combining both skill-sets, product offerings and infrastructure. The aim is to be the best in class for the business to consumer and business to business market within the industry. The merger will provide new and existing students with a larger more flexible course offering, a wider product offering, accessibility to some
new and exciting courses and workshops, conventions and new results based PT products. Premier has just launced a new exciting suite of CPD courses available from January, NASM also have some new and exciting developments and courses planned over the coming months so watch this space. The merger brings together some of the industry's strongest brands in creating, managing and delivering high quality education to health and fitness specialists across the UK and beyond. Colleges and operators will now be able to access the highest quality bespoke training through government funded routes.
A Mendip leisure centre has been praised for its staff training and development programme, leading to a 78 per cent score from Quest. Wells Leisure Centre, run by Avalon Leisure on behalf of Mendip District Council, is now among the top third of Quest registered leisure centres in the UK. Amongst other things, one of the inspection’s key findings was that management recognise the benefits of improvement and are developing staff and the service including a training and development programme. Centre manager Jackie Treasure, said: “We are absolutely delighted to have achieved such a great score, which recognises the progress we have made since our last assessment.”
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TRAINING
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Coun Ron Forrest with some of the team at Strode
Centre succeeds in Quest A MENDIP leisure centre is celebrating a 76 per cent score from Quest – marking it as one of the best centres in the country. Strode Swimming Pool and Fitness Centre, run by Avalon Leisure on behalf of Mendip District Council, was commended for the way it is managed, what it has to offer and how it meets the needs of its customers. Coun Ron Forrest, Mendip District Council’s portfolio holder for community, said: “The council and staff at Strode Swimming Pool and Fitness Centre should be exceptionally proud of the work they do in helping local communities lead healthier lifestyles.”
Central YMCA Club is celebrating after becoming one of the first in the country to earn the Fitness Industry Association’s Code of Practice award. An assessor visited the gym to mark it against standards set out in the Code of Practice – which ranged from health and safety, to staff training and customer care. The club is now working on new facilities like extended cardio and GP
referral zones, media information screens for members and a new sports hall floor and free weights room. Pictured: Proud owners of the FIA Code of Practice award: Alun Wood (left), facilities manager, Central YMCA Club and Daniel Lynn, operations manager, Central YMCA Club.
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CLASSIFIED EQUIPMENT
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CLASSIFIED
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