November 2009
The UK’s No 1 fitness industry magazine
IOU ‘no flash in the pan’
New chain ‘not looking to poach’ By Mary Ferguson THE owner of a new chain of budget health clubs has told Workout his aim is not to poach members from independent gyms. Ben Silcox has launched Nuyuu Fitness with the backing of Dragon’s Den star James Caan, setting memberships at just £19.99 a month on a yearlong contract. But he claims there is enough business out there for all clubs in the market to share – and said he will be targeting non-exercisers rather than exisiting gym-goers. “I don’t want to take members from independents. At the end of the day only 12 per cent of the population use gyms, so my aim is to get the rest to come into my clubs. The industry will be doomed if we just keep circulating members amongst us. “There is room for everyone and I want at least 50 per cent of my members to be people who have never joined a gym before in their lives.” The Nuyuu chain is acquiring sites across the country and Ben, a former LA Fitness sales manager, said he saw the budget model work so well in
America, he wanted to bring the concept to the UK. The aim is to open 15 sites in the next two years, and the company are looking for premises from landlords and existing clubs. “The model allows us to go into parts of the UK that wouldn’t normally work for a mid-market club. I wouldn’t describe us as ‘no frills’, but we don’t have pools and wet areas as they are simply too expensive to run when you are charging so little. But we do have studio classes, which are available at an extra cost.” Ben maintains that his main aim is to target those people who have never belonged to a club before, but added: “We are not trying to be all things to all men – we are focusing on the sector of the market who are either unhappy at other gyms or people who have found either price or intimidation a barrier to joining. “The main thing I learned during my time with LA Fitness is that the most important thing is giving the customers what they want. Many promises are made in this industry but often not delivered. We won’t be making extravagant ones – but what we do promise, we will deliver.”
No 194 £3
Actor Scott Wright has told Workout how he is making a success of his new gym in Oldham. The Coronation Street star, pictured above with friend and personal training client Kerry Katona, took over Heavenly Bodies in January and has been working hard to change its fortunes. Full story, Page 7
FOUR hundred gym owners came together for the Independent Operators Unite conference, hailed a massive success by everyone involved. Organised by Dave Wright, director of Creative Fitness Marketing, IOU took place during Leisure Industry Week and featured seminar sessions, networking opportunities and a free party in Birmingham city centre. 600 people attended ‘The Big Bash’, where raffle prizes worth £120,000 – donated by suppliers – were given away. Dave has now confirmed that IOU will return next year – and be even bigger. He said: “This is not going to be a flash in the pan. Without a doubt, it will happening each and every year. The event has clearly shown that there is a need for support for the independent sector and that operators are crying out for a proper network.” He added that he’s looking for a bigger party venue as The Jam House was filled to capacity. Full report and pictures begins on Page 24
UK FITNESS SCENE
Gym to continue partying despite noise complaints By Mary Ferguson A LONDON gym has been told it can continue to hold evening functions, despite complaints from neighbours about noise and anti-social behaviour. The Thames Club, based in Staines, was forced to reapply for its premises licence following a £2m refurbishment, but residents objected to the council – claiming loud music and drunken revellers were disturbing them. Spelthorne Council showed Workout a list of complaints from residents, which include: Late-night noise Party-goers using nearby gardens as toilets Indecent behaviour
The throwing of bottles and cans. The gym, which has an on-site restaurant and function room, holds events including private celebrations and weddings, as well as quiz nights and discos for members. Following public consultations, the council ruled it could serve alcohol until 11pm – with special permission to extend until midnight eight times a year. Kate Whitling, general manager at The Thames Club said: “When we reapplied for the licence, I think people got confused and thought we were applying to open later. “Because we are in a residential area we are forced to close at 11pm, so we battled against that and the council allowed us to open eight times a year until midnight.
“We have a good relationship with our neighbours and hold meetings every six months to discuss any problems and I do understand where they are coming from with their gripes.” Kate said most of the complaints focused on one night earlier this year, when a rowdy 18th birthday party upset local residents. She added: “After that, we decided no longer to hold 18th parties. And because most of the people that have issues are concentrated around the end of our driveway, the door staff try and escort drunken people as far away from the premises as they can.” The club plans to continue hosting functions, and will be using its limited 12am extension to make the most of events at Christmas.
The team at Accolade Fitness test the new equipment.
Gym is just how Carl wants it ... THE owner of an independent gym in Southampton has completed the final stage of refurbishments, three years after taking over the facility. Carl Critchlow has replaced the CV range at Accolade Fitness with Life Fitness equipment provided by Servicesport and said he finally has the business looking the way he wants. He has been making gradual changes since 2006, which include the construction of a new spinning studio, and a refurbishment of the showers. All the strength equipment
If you’ve got a story for Workout or you want to comment on some of the issues featured in the magazine then please call Mary Ferguson on 01226 734712 or email: mf@whpl.net
has been replaced, a new computer system was installed, a mixed sauna created, and the reception area was overhauled – to make it a nicer place for staff as well as members. Carl told Workout: “It would have been nice to make all the changes at the same time but it wasn’t financially possible, plus it would have meant a lot of disruption for members. Now it’s just a case of maintaining everything, so we will still be making small improvements along the way. But I think it’s good for people to see that we are continually investing in the
club, especially in the current climate.” Carl claims the improvements he has made have had a direct impact on retention, as people see how much they have been investing in the facility. He added: “We have had some great comments from members about the changes, and seeing as people only usually speak up when they have a complaint, I see it as a real compliment. And we have had lots of requests for guest passes, which shows people are now proud of the gym.”
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Ian with investor Deborah Meadon during the filming of Dragon’s Den
Instructors turn to Dragons’ Den Ian after TV repeats By Dominic Musgrave THE mastermind of a new service that allows fitness instructors to create their own music mixes said he fell into the market by accident. Ian Chamings won investment for his business on Dragons’ Den three years ago but it was only when repeats were shown on Sky that he began getting interest from aerobics instructors. He said: “It started as a download site for anyone, but we had a real fight against piracy, and I’d never considered the fitness market so
was surprised when I started getting emails from fitness professionals.” Ian received £150,000 investment from Deborah Meadon and Theo Paphitis on the show, who now own 40 per cent of the business. He has now launched a dedicated site for fitness instructors, fitmixpro.com, and has 80,000 instructors worldwide signed up to it. “We have a patented auto-DJ system so anyone can use it – people just have to log on, choose the tracks they want in order and choose the beats per minute to suit
the class, then buy through PayPal.” There is also the option to burn the tracks onto CD, as Ian said his consultations with fitness instructors showed that not everyone is comfortable using downloads. “We tried doing this a year ago but because no-one else was doing it we came up against a lot of barriers, particularly with the Performing Rights Society, who wanted to charge each person £200 for a licence. “But now we have worked something out where we pay them
directly for every sale we make, so the end users don’t need a pro-dub licence.” Ian said that after his presentation on Dragons’ Den, most of the investors seemed keen – except health club operator Duncan Bannatyne. He added: “Richard Farley also put in an offer for the whole amount, but he wanted to license it. Peter Jones was interested but he had conflicting interests with Sony but Duncan washed his hands of it straight away, claiming he was too much of a technophobe.” Exercise fanatics battled it out at Fitness First in Chatham to be crowned the UK’s Ultimate Gym Athlete. Personal trainer Steve Dowse, owner of Definition Lifestyle and Fitness, won the men’s category and Emma Bunton – pictured – took the women’s title. Sean Blyth, creator of the competition, is appealing for gyms to get involved by holding similar events across the country. Picture: Emma and Steve with Sean Blyth, centre.
UK FITNESS SCENE
Matthew battling to beat PT stereotype By Mary Ferguson A PERSONAL trainer battling to change public perception of his trade is encouraging other fitness professionals to network and write about their work online. Matthew Card runs bookapt.com and believes that by telling people what their job involves, trainers can generate new business as well as build interest in the profession. He said: “We do tend to suffer from a bit of a sterotype. People will assume that you’re this muscle-bound fitness fanatic, that shouts a lot, enjoys punishing people during workouts and drinks nothing but protein shakes. “But the truth is that as fitness professionals we are into educating people in a practical way how to change their lifestyle and their bodies. “We are in the results game, and sometimes it take a lot of work to get results. But too many people focus on the process, rather than the goal. And as personal trainers it’s our job to get people focused and enjoy the process.” Matthew said websites like his give trainers the chance to communicate with the public and show they are not ‘drill ser-
geants’, changing public perMatthew Card ception and creating potential clients. He claims personal trainers need help to market themselves better, and using online social media is a cheap and effective way to do it. He added: “There are other ways of generating new business than just walking the gym floor and considering the average life span of a freelance personal trainer is around 18 months, it’s clear they need some help. But online and social media still isn’t a widely used form of communication by the fitness industry in the UK.” Matthew’s website, bookapt.com, enables members of the public to use ‘instant messaging’ to find out more about a trainer – eliminating the first step of having to pick up the phone. He also invites them to post articles about fitness, showcasing their knowledge and helping to prove the worth of their profession.
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Stephen Studd
Almost 1,500 fitness professionals took part in the survey.
Fitness workers committed to careers in sector – survey By Mary Ferguson WORKERS in the fitness industry are more committed to careers in the sector, according to recent research. The annual Working in Fitness Survey, conducted by SkillsActive and REPs, is now in its sixth year and showed a shift in attitudes from staff, revealing they are now more committed to training. Almost 1,500 fitness professionals took part and this year – for the first time – SkillsActive derived the equivalent annual salary for those earning hourly wages. This resulted in an increase in average earnings year-on-year
(£20,300), and showed that freelance workers can earn more than permanent full-time staff (£22,900). Stephen Studd, chief executive of SkillsActive, told Workout: “The industry is on a journey and you can see that in the results.
tained.” Stephen said pay continues to be a problem, but claims a bigger emphasis on training proves standards are being raised.
“Workers now see a career in the industry, not just a job, and it’s encouraging that over 70 per cent would recommend their employer to someone else.
He added: “The survey shows – once again – that the biggest issue that would encourage people to leave the industry is pay, but job satisfaction has improved and we are seeing quite a committed workforce.
“One of the negative effects of the recession is that fewer people have seen a pay rise in the last year but the industry as a whole is still growing and it will be interesting to see whether that will be main-
“In fact, there are an increasing number of employees paying for their own training and that shows they are determined to improve themselves.”
Other key findings included: Men in the industry earn an average 16 per cent more than women The average number of training days for employees remains high at six per year Slightly fewer people (17 per cent) felt they had not had sufficient training to do their jobs this year More than a quarter of respondents revealed their highest qualification is an honours degree and 11 per cent hold a masters or other postgraduate diploma.
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Scott Wright with Kerry Katona
When actor and fitness fan Scott Wright took over an independent gym in January, he knew he had a challenge on his hands. Mary Ferguson met him there.
Curtain rises on new career for actor Scott BASED in a converted chapel in Oldham, Scott claims Heavenly Bodies was in a bad way ten months ago. But after spending £10,000 on refurbishments to attract 300 new members, business is booming. He said: “It was operating at a huge loss when we took it over and only had 60 members. “I’ve been involved in health and fitness all my life and when I moved into acting, I was always cast in roles that required me to bulk up. I’d never worked in the industry before taking over the gym but it was a natural progression for me and so far, it’s everything I expected it to be.” Scott operates the gym with his wife Kate, a former personal trainer, who also teaches popular pole dancing classes at the gym. Membership costs £28-a-month for a year-long contract with discounts for students and pensioners, and because of its community feel, users are often trusted to help themselves to drinks and snacks behind reception, and leave money out for payment. Scott does a lot of personal training in the gym and has become well known for helping to transform the body of friend and celebrity Kerry Katona. And he claims his own celebrity status has helped raise the profile
of the gym and attract members – without costing a penny. “When we took over the gym we did some flyering but we never had to pay for any advertising because all the local papers picked up on what we were doing, and I got a lot of my famous friends down here for the opening. “And we had a lot of members come back that had left when things got bad.” Over the summer Scott and Kate ran a competition, challenging people to get fit in 12 weeks, with free memberships given to the most successful participants. It was also open to non-members, who were able to pay to use the facilities during the 12 weeks on a pay and go basis, and one of the winners lost three stone. And many of the non-members who took part also went on to become full paying users. Kate, who used to be a trainer at a nearby hotel gym, added: “It’s great to go from working for someone else to running my own place. But it does mean you can’t blame anyone else if something goes wrong, as it’s us making all the decisions.” The pair now aim to bring in another 30 members a month and are planning a big push in January, to celebrate running the gym for a year.
£350k redevelopment FULWELL Cross Leisure Centre in Redbridge has been redeveloped at a cost of £350,000. The Alliance Leisure operated facility, updated by Cosmur Construction, now boasts a new two-floor 180sqm, 42-station gym created by the conversion of the existing café with the addition of a mezzanine floor.
Existing cardiovascular and strength Life Fitness equipment at Fullwell Cross has been reused along with kit from Ilford Pools. Refurbished Life Fitness strength units from Physique, part of the PTE Group, have also been added along with a selection of free weights.
Kate Wright
Gym refurb goes ahead UNIVERSITY-based Hertfordshire Sports Village has undergone a £35,000 gym refurbishment. An approved training camp for the 2012 Olympics and Paralympics, the facility has benefitted from the installation of 100 new pieces of equipment, including the full range of Matrix 7xe CV equipment including treadmills, ellipticals, bikes, steppers, ascent trainers and the Matrix G3 Strength Range. The refurbishment was funded by the University of Hertfordshire.
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Major revamp for university fitness suite THE gym at Cambridge University has undergone a major refurbishment, installing more than £50,000 worth of cardiovascular equipment. Fenner’s Fitness Suite is the first university gym to have the latest Technogym models, complete with Freeview TV and iPod connectivity. The machines have also been programmed to allow members to view and update their own personalised training programmes via a USB port that allows users to download details of their regime held on memory sticks. There are currently more than 2000 members at Fenners, made up of students and staff, and Tony Lemons, director of Cambridge University Sport, said: "It is very exciting to be able to give students and staff access to industry-leading fitness equipment and a highly qualified team of instructors for such a low annual membership fee." The cost of membership is £40 a year for students and £70 a year for staff.
Mystery as FIA parts company with chief executive Andree By Mary Ferguson MYSTERY surrounds the departure of Andree Deane from the Fitness Industry Association, with neither parties prepared to explain what happened. Andree – a familiar face in Workout – is no longer the chief executive officer, following a decade with the organisation. In a press statement issued by Andree, she said: “I have spent the last ten years of my life working in one form or another for the FIA. Having received the wonderful Lifetime Achievement Award this year, I concluded it was time to move on to new challenges. “The industry is in a strong position and I take pride in my own contribution to this strength. I will be making a more detailed announcement in the coming weeks about my next steps but for the moment, I am excitedly looking forward to new challenges ahead.” She also included a comment from FIA chairman Fred Turok, which she claimed came from a press statement.
Andree Deane It quoted him as saying: “Andree is one of only five people who has earned the industry’s Lifetime Achievement Award. We wish her well in the future.” An official statement from the FIA
confirmed that Andree had ‘ceased’ being chief executive officer and wished Andree ‘well in the future’. But it added: “This is the only statement which will be issued on this matter and the FIA would like to stress that any other comments attributed to the chairman or any of the board members have not been issued by the FIA.” Andree’s first senior role with the FIA was as executive chair, followed by the communications director. For the last three years, she held the position of chief executive officer and according to her statement, during this time: Turnover has doubled and staffing has trebled Mainstream funding from the Department of Health became a reality Six successful industry summits were held The FIA code of practice became government recognised The Health and Fitness Foundation, the charitable trust set up by the FIA, is now raising funds to develop a career structure for the industry.
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WORKOUT PEOPLE
As gladiator Enigma, Jenny Pacey uses her strength and fitness to beat contestants on the hit Sky TV show. But away from the camera she also runs a successful personal training business, as Mary Ferguson reports.
How super sporty Jenny balances business and life as a Gladiator
Jenny Pacey Picture: www.usn.co.uk
ALONG with partner and fellow gladiator Wayne ‘Doom’ Gordon, Jenny operates London-based Pace & Go, training clients from TV producers to businesswomen, while also juggling work as a sports model and motivational speaker. Fitness has always been a big part of her life, so it was natural that it would become a career. She said: “When I was a child I was super sporty and I captained all the teams at school. I always wanted to be a jockey because my dad bred racehorses, but when I grew to five foot 11 I changed my focus to athletics. “That led me to do a sports science degree at Loughborough University and I loved it so much that I stayed for another year to get my personal training and sports massage qualifications.” After graduation, Jenny started competing internationally in long jump and in 2006, represented Great Britain in bobsleigh, which is how she met Wayne. She moved to London to be with him and decided to close the competition chapter of her life, setting up Pace & Go. She trains the women and Wayne trains the men – a partnership Jenny said works really well. “I have a real mix of clients from ladies in their twenties through to their fifties, but the majority I see are professional women who have spent their lives making money at the expense of their health – so are now having to spend money to try and get it back.” Wayne is a sports injury specialist so if any of Jenny’s clients have injuries or postural defects, he can carry out an analysis and devise a rehabilitation programme for her to use. The pair auditioned for Gladiators together and during the wrestling stage, Jenny’s facial expressions led to her being named ‘Enigma’ by comedian Justin Lee Collins, a friend of the producer. “The crowd expect us to win and we
Wayne and Jenny are meant to be invincible superheros, but if you lose with style and finesse, that can sometimes be more effective. We have to go in there really confident – it never enters my head that I may lose. “Being on Gladiators has been really good for Pace & Go as it’s given us extra strings to our bows and raised our profiles massively.” The couple have started running Gladiator ‘boot camps’ – in character – inviting fans to attend fitness days based on the show’s events. The
Picture: Sky One camps have been so successful, they are now taking them around the country. They have also recently become ambassadors for Ultimate Sports Nutrition and a big part of their role as Gladiators is to make personal appearances that include gym openings and town festivals. Jenny added: “We recently had to parade through the streets of Monmouth in the rain, but then we also get to attend film premieres, which is a great part of the job.”
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Matt expands his work into schools and nursing homes By Mary Ferguson A PERSONAL trainer has revealed how working with schools and nursing homes is expanding his business and sharpening his expertise. Matt Sutton, who runs Lifestyle PT in Northampton, hadn’t thought of branching out from his regular clients until he was approached by a member in the hotel gym he works at, looking for a trainer to work with children at her school. And care home operator Avery Healthcare, who operate a number of homes in the area, found his details in the Yellow Pages. Matt now takes regular exercise sessions with elderly residents and visits Danetre School to take fitness classes with pupils during PHSE lessons. He said: “The hardest thing I found when I started working in the homes was even though they are all elderly, the residents are all very different. I get some 100 year olds doing physical stuff I wouldn’t expect them to be able to do, whereas some 70 year olds struggle with the basics.
“And many suffer with Alzheimer's or dementia too, so I’ve learned to make sure I know what to expect when I go into a new home.” Matt visits Danetre School a few times per term to take exercise sessions with the pupils aged 11-16. They include core work and boxing for fitness and he is planning to start doing boot camps, following the success of the ones he has run over the summer with groups of personal training clients. “The kids want to do something different so I try and do stuff they don’t normally get to do in PE. “They respond really well, and the overwhelming response I get from teachers is they are amazed at how many of them take part. “And a lot are the ones that make excuses to get out of sport, so it’s great to see them getting involved.” Matt said working with schools and nursing homes provides useful extra revenue streams and he is now getting so busy, he is considering taking on another trainer to work under the Lifestyle PT brand.
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Power Plate in hotel chain first THE first Power Plate studio to be established within the Hilton Hotel chain in the UK has opened at Hilton Metropole in Birmingham. The studio is part of the core stability room in the hotel’s LivingWell Leisure Club and has three Power Plate pro5 AIRdaptive machines. Club manager Andrew Ferris said: “We will be a showcase site for this new addition to our fitness offering, and hope that it will be the first of many clubs around the world to install the machines.” Power Plate International Limited recently received certification as a Medical Device Manufacturer within the European Economic Area (EEA).
New contract
Matt Sutton
LEISURE provider GLL has been awarded a new management contract for four of the London Borough of Hillingdon's sports facilities. They will run Highgrove Pool, Queensmead Sports Centre, Hayes Pool and Hayes Stadium Sports Centre in a long-term partnership which will see £4.5m invested in the facilities over the next ten years. A further £1m will be put towards the council’s new £15m facility – Botwell Green Sports and Leisure Centre – which will also be managed by GLL and is scheduled to open in early 2010.
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Fitness centre hopes to fill high-end gap By Mary Ferguson
Tees Valley Leisure Limited (TVLL) celebrated their tenth birthday with a seventies themed party, giving away 500 free tickets to members. TVLL, who run the leisure centres in Redcar and Cleveland, held the event at Redcar Bowl so say thank you to the three quarters of a million people who use the facilities every year. Pictured: Tees Valley Leisure staff Angie McGee, right, and Mel Piper went back to the seventies with their members
A HIGH-END family-run fitness centre is set to open in Leeds next year, filling a gap for an all-inclusive facility in the area. Richard Hill will open The Feelgood Centre with his parents Graham and Linda Hill in Oulton in April, and told Workout he aims to create a ‘mini Center Parcs’. The family have bought the premises – an old historic house used as offices for the last ten years – and have gained permission for building work. Downstairs will be a ground floor gym with a cardio area, metabolic circuit and group exercise studio, with a separate room for small group training. And additional treatment rooms will offer a variety of services including physiotherapy, hairdressing, beauty, podiatry and sports massage. Richard said: “We are aiming the facility at people who want something different from a traditional health club and who really want to be looked after. We want people coming in not just for a workout, but for all the extra services we provide too.” As an opening offer, the Hills will be
selling a ‘kick start’ package with guaranteed results, where people can try out the facilities for four weeks for £60, before making a decision whether to join. A 12-month peak membership will then cost £50 a month and includes a 20 per cent discount off all the other services at the facility, as a way of encouraging them to be used. There will also be lots of activities for children, with a fitness circuit for three to seven year olds, dance classes and soccer camps. Full adult memberships are available from 16, but children’s programmes will operate on a voucher system, with parents paying £40 for ten sessions. The first 500 members will not pay a joining fee, and after that it will cost £300. Richard will be recruiting a team of staff early next year, but said he is not looking for ‘cheap labour’. He added: “We are aiming for a boutique style health facility so we only want the best of the best. The economy will be testing but Oulton is an affluent area of Leeds and we are a brand new concept. And I expect the majority of our members to use all the facilities, not just the gym.”
The member loyalty scheme will benefit long-term users
Industry’s first member scheme launched to reward loyalty THE industry’s first member loyalty scheme has been launched by Fitness First. Designed to both add value and reward loyalty, the ‘First Club’ programme has been established with partners including Thomas Cook, Superdrug, Waterstones and utility giant npower. Member benefits are available to all Fitness First members, with additional rewards for those who have been members for more than a year. John Gamble, managing director of Fitness First, said: “We want to be able to thank and reward our members and the feedback has been
tremendous, particularly the inclusion of a utility company. “Members can reap rewards as soon as they join and the mix of household names means that savings can be made on everyday purchases.’’ Discounts include eight per cent off Thomas Cook holidays, 25 per cent off RAC breakdown cover, 20 per cent off Prezzo visits and discounts on a number of attractions around the country. After a year all members will be upgraded to First Club+ with additional benefits including being able to take a friend to the club free at weekends and a free annual body MOT.
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Albert’s waiting list for weekly memberships By Mary Ferguson
Hackney-based énergie Fitness Club played host to Hollywood stunt men as an American film studio chose the gym to hold a training day. To launch the DVD release of cinema blockbuster Wolverine, Sam Hargreaves, JJ Perry and Scott Adkins visited the club to perform their moves from the film. Owner Nancy Malone said: “We have a fantastic range of facilities here that enable us to cater for events like this, so it’s great to see the studio being used for something a little unusual. The stuntmen also provided an exciting afternoon of entertainment for our members and staff.” Picture: The stuntmen at energie with staff member Victor Frank
High jumper leaps in to open new fitness facilities HIGH jump sensation Adele Lassu officially opened the new fitness facilities at the Dorothy Hyman Sports Centre in Barnsley. The venue, which is managed by Barnsley Premier Leisure (BPL) has recently undergone a major refurbishment after an investment of £400,000 was made in improving facilities at the venue. The upgrade has included a 50 sta-
tion fitness suite, a mirrored dance hall suitable for fitness classes and martial arts, a refurbished squash court and brand new male and female changing rooms. The refurbishments coincide with the launch of a new membership option from BPL, giving access to three of its centres for £14.99 a month, contract free.
THE introduction of weekly memberships at an historic Bradford gym has proved so popular, the new owner has been forced to set up a waiting list for them. Albert Chippendale took over The Windmill Health and Strength Club earlier this year and completed refurbishments in September. And one of the main changes he made was streamlining the membership options, as people were on a huge range of agreements before and some were even using the facilities for free. Others had been signed up on a deal costing £250 for three years’ membership, which Albert has chosen to honour. People can now pay £7 a week, £25 a month, £65 a quarter, £120 for six months or £230 for a year. The weekly and monthly options are limited to 150 of each and they are so popular that a waiting list is in operation. Albert said: “It’s not ideal to have people paying weekly, but it’s better than not having their business at all. I’ve spent £200,000 doing the place up but I’m confident I’ll get a good
return on it.” Formerly a not-for-profit members’ club, The Windmill has a ladies-only and men-only floor, which have both been kitted out with new equipment by Star Trac. The gym has also been repainted, rewired and had new flooring put down – but Albert said the members only started to appreciate the changes being made when the new equipment arrived. “The gym dates back to 1930 and I’m told it’s the oldest in the UK. The floors are only 2,000 sq. ft so we had to cram a lot of equipment into a small space, and eventually I’d like to acquire some of the nearby buildings to expand.” Albert’s background is in the textiles industry and he has a masters is business administration, so is hoping his skills will benefit the gym. And one of his main aims is to make the most of its location on a main road by cashing in on commuter trade. The existing staff have been kept on and manager Adele Jeffries – daughter of NABBA Health and Fitness founder Paul Jeffries – is now in her eighth year of employment at the gym.
New marketing campaign ALBERT has embarked on a strategic marketing campaign to attract new business, targeting both the community and passing commuters. As well as distributing leaflets he has taken out adverts in the area’s newspaper and sponsored some local community awards. “I want to move this gym into the mid-market and that involves more than just putting a few signs out the front – it’s a matter of realigning the business.” Although membership types have changed, Albert hasn’t altered the prices, in a bid to retain existing members and attract cost-conscious new users. There are almost 500 members now and his main aim is to
“They used to really misbehave because they thought they ran it, but that doesn’t happen now. They put the weights away and if they don’t, we can see who the culprits are because we’ve installed CCTV” sign up more on six or 12 month packages. Albert added that one of the main challenges has been the members getting used to the new ownership. “They used to really misbehave because they thought they ran it, but that doesn’t happen now. They put the weights away and if they don’t, we can see who the culprits are because we’ve installed CCTV.”
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Gym fights opposition with free fitness week By Mary Ferguson A CRAWLEY gym fighting back against competition has held a free fitness week to encourage new membership and promote its facilities in the community. Mark McKeganey, fitness coordinator at Healthy Balanced Generation, organised seven days of free exercise classes – open to members and nonmembers – to help the club stand out amongst the large chains nearby. The week kicked off with a ‘fitness party’ which saw 160 people take part in a mass free fitness class with live DJ’s, followed by a raffle. Other classes that ran throughout
the week included yoga, ab attack, dance, circuit training and boxercise, and almost all were full to capacity with 70 per cent of attendees nonmembers from the community. The week helped promote the launch of a new studio cycling class, which was also filled to capacity, and ran alongside a special joining promotion of two months membership for a one-off payment of £30. Mark said: “We have a lot of competition here from big chains with huge marketing budgets so we needed to do something that would get our name out there. We didn’t spend much on promotion and it didn’t take a huge amount of organising so it
was definitely a worthwhile event.” Because the gym is based in a school, Mark and the team gave out balloons attached to promotional flyers to each pupil to take home to their parents, took out an ad in the local paper and produced posters and leaflets. Much of the publicity though came from word of mouth. Mark added: “From my point of view the week was really helpful in getting our name out there and it was also a great way of collecting contact information from people that we can then market to. Overall it was a huge success and I’m hoping it will become an annual or twice-yearly event.”
Fitness expert Sara Sowden has left her position as gym manager at Chester’s Old Hall Country Club to become fitness manager at Hoole Hall Hotel. She said she is looking forward to working at the new club, which – along with a spa – has been purpose-built at a cost of millions of pounds. Sara added: “It’s important to adapt and grow as a professional. I like to embrace new goals and experiences. “Having the opportunity to work in such a high-spec gym with all the latest technology is very exciting and I’m very happy that I’m involved from the start.”
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UK FITNESS SCENE Harlow-based Ripped Gym is celebrating the success of member Sebastian Wajcental, who won the South Anglian 110kg class bench press competition – smashing the British record. Sebastian – who is sponsored by the gym – completed a lift of 282.5kg, beating his nearest competitor by 62.5kg.
Managing director Paul Bartrell, CFM fitness consultants Emily and Stefan, commercial manager Gywn Hughes
Flood of members follows campaign THE fitness club at Bolton Arena has seen an influx of new members following a campaign by Creative Fitness Marketing. Over 1,000 long-term members were generated through the sales push, with 65 per cent made up of first-time gym users.
Chevy Kelly, UK business development manager for CFM said: “The Bolton Arena is a wonderful facility who we really enjoy working with. They are able to maintain a great balance of being a large scale facility with a personal attention to the members unmatched in the market.”
Virgin Active fitness club opens in new stand at Twickenham A NEW Virgin Active club has been opened in Twickenham Stadium's new South Stand. Facilities include a three-storey 50ft climbing wall, TRX Suspension Training zone, and dedicated children’s fitness area.
Managing director Peter Brennan said: “We are delighted about the new Virgin Active Classic Twickenham and are really excited to be a part of one of the UK’s most celebrated sports stadiums.”
INDUSTRY SPOTLIGHT
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When Judy Sturgis left the U.S and opened Stripes, she scattered references to her homeland throughout the gym. Mary Ferguson paid a visit to find out how the business is working six years on.
Judy with signage
How Judy stayed true to her American theme A LITTLE piece of America sits within a converted office building on an industrial estate in Derby. Stars and stripes hang from ceilings and walls, large prints of all-American girls adorn the studio, fitness suite and reception, and the front desk has been done up to resemble a traditional diner – complete with neon ‘open’ sign. Judy has been running Stripes since 2003, after managing fitness facilities all over the world. She said: “I’ve been in the industry for 30 years so I figured I should use all the things I have learned and put them into a place of my own. “Stripes is different from everything else, not just in the UK but in the States too. I’ve taken a small place and really focused on service – it’s not about signing as many people up as I can.” There are 150 members at Stripes and Judy said she would accept another 75, but no more. Membership is £45 a month – which Judy recognises is more than many other independents – but people pay for service. The majority of the gym’s revenue stream comes from personal training and massage and Reiki therapies, with 35 per cent of the membership base taking them up.
Most classes are capped at six people and the most popular on the timetable is kickboxing, taken by gym manager Katy Wasiukiewicz, who is a black belt in the sport. As well as the physical references to the US, Judy tries to emulate the American emphasis on service, and every year throws a Thanksgiving party for members in the studio. And after falling in love with a particular piece of equipment in her home country, Judy tracked the Cybex cross trainer down on ebay and had it shipped over to Stripes. “Fitness trends tend to start in America and Australia but the UK picks them up fairly quickly. And one of my good friends owns a gym in Connecticut so I get many ideas from there.” Three years ago the female changing rooms were refurbished to resemble a lounge, with leather sofas, ornaments, music and a cupboard full of complementary toiletries and hair straighteners. And a wall leading up to the changing areas is a dedicated marketing area for members to advertise their businesses – one way, Judy added, of helping them out a bit during the recession.
Part of the gym
‘They feel safe and protected and love my quirky ways’ JUDY said she hires her staff for their people skills and makes sure they are always visible to members. If just one person turns up to a class, it will run, and if there is a solitary exerciser in the gym, they will always be supervised. The office area has been fitted with
full glass panelling so staff are always on show and they will even eat their lunch with members. “I feel the gym is a bit of a support system for a lot of people and many come just for a chat. We have taken on a really big responsibility to the community and I know that a lot of
members just wouldn’t be able to train elsewhere. They feel safe and protected and love my quirky ways.” The emphasis on service and dedication to providing a family atmosphere has paid off in terms of retention and Judy said she can count on one hand how many members she
Below, from left, changing rooms, reception area and studio
has lost since January. She added: “People that come here don’t care about having a bar and or a fancy sauna. They pay their memberships for the specialised service and the friendship – something you just don’t find in so many other gyms.”
UK FITNESS SCENE
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Five-year contracts help Vera By Mary Ferguson THE owner of a ladies-only gym that sells five-year contracts has revealed how it has helped her retain some members since 1997. Vera Riley-Shaw, who runs Girlzone in Basingstoke, offered the deal to ten women who, two years after the club opened, were still members. They paid almost a thousand pounds upfront for three years’ membership, with the deal being they then got the other two free. Five took Vera up on the offer, and all of them are still using the club today, having retaken the package for the third time. She said: “The secret is the service. I spend a long time on the gym floor talking to the ladies and the personal touch means our retention is much better than most.” A one-year membership contract is the most popular option, costing £34 on a monthly direct debit for peak usage, and a two-year contract is available for £28. Members get a ten per cent discount if they join with someone else and many bring a friend, or their mother or daughter. Vera used to save a 15-month deal, costing £299 upfront, to offer on promotional weekends but said the recession has forced her to introduce it indefinitely. “I put on three open weekends a year and used to use it as my selling tool, but because times are
Jamie Hunter trains Ryan Stewart
Jamie’s lifting the profile A BELFAST fitness professional is battling to raise the profile of power lifting in the country. Jamie Hunter, health and fitness manager at Belfast YMCA, has set up a power lifting league to help raise awareness and generate funds for competitions in Northern Ireland. He is appealing for other gyms in the area to get involved, after one of his youngest members tasted success in a Yorkshire competition. 16 year old school student Ryan Stewart came home as the new European record holder and world champion in the World Drug Free Power lifting Federation annual world championships held in Bradford. Vera Riley-Shaw hard I put it on general sale and it’s been a popular one.” The majority of Girlzone members are over 45, who wouldn’t feel comfortable in a mixed sex club, and tend to be very loyal. Vera has just finished a promotional weekend, and at eight memberships said she sold less than her average, but claims business in 2009 has been good. She added: “I went from a fantastic year in 2007 to one that horrified the life out of me, but this year has been a great deal better.” A ‘business boot camp’ for selfemployed personal trainers is being held in London, designed to help them succeed during challenging times. Yvette Nevrkla, pictured left, founder of The PT Business Gym, has organised the event to give trainers the marketing, sales, planning and service skills she believes other personal training events lack. Held on November 28 and 29, the two-day event features a lineup of expert speakers including Tim Fearon, Nic Jarvis, Mike Rollason and Scott Hodson, and includes workshops led by business coaches. Yvette said: “Too many personal trainers are struggling to succeed in this profession. So now, more than ever, they need to develop the business skills and mindset to give them the best chance of being one of the success stories.”
Jamie said: “We have a lot of small, independent gyms around here that would really benefit from joining the league, and it would bring through the younger lifters. “Power lifting isn’t about building muscle mass – most folk that train here average 11-12 stone and it’s much more about neurological development, whereas bodybuilding focuses so much on the body.” Jamie said a lot of athletes train using power lifting at his gym during their off-season, because of its wideranging benefits. He added: “The problem is that a lot of people confuse it with weight lifting, and it’s often referred to as its ‘ugly sister’.”
UK FITNESS SCENE
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Success for martial arts opening weekend A VIP opening weekend for existing members attracted well-known industry figures including Kerry Kayes, Paul Jeffries and former pro boxer Mark Bonson. Fifty people crammed into the reception for the ribbon cutting and Jason said he was really pleased with how the event went. “The local councillor came down and said he was surprised by how nice the facilities are. Even better, he said he will fully endorse us so I’m hoping we may be able to get some funding out of it, especially as we will be involving the local community.” To maintain clean facilities, everyone who goes upstairs will be required to sanitise their hands, no jeans are allowed and if someone has a cold sore, they will not be allowed to grapple. Jason added: “We want the facility to be clean and tidy, and really challenge people’s perceptions of boxing gyms. “Ultimately I want it to be like the main gym – as plush as I can make it, but as hardcore as people want it to be.”
Pictured from left: Paul Jeffries, Jason Matthews, Kerry Kayes, Dave Downs, Billy Downs and Annette Turner at the opening.
‘I want people to see other places and come back here knowing that we are the best’ By Mary Ferguson A CASTLEFORD gym has opened a boxing and mixed martial arts centre to cement its popularity and attract new business. Jason Matthews, owner of Ultimate Physiques, bought the two-level building next door to the club and created a boxing area with ring downstairs. The mezzanine floor was fitted with padded walls and monkey bars, and is used to host martial arts and fighting training, including wrestling. Jason has put together a team of specialist instructors including Akido and self-defence expert Dave Downs, boxing coach Billy Downs and judo blackbelt Ryan Hunter,
who also works as a personal trainer on the gym floor. He said: “Every time I’ve been to a boxing club they have been very ‘spit and sawdust’, cliquey and intimidating. I’ve tried to create a facility where you are not just a number or a rough-head – I want people to see other places and come back here knowing that we are the best.” The new centre, named Ultimate MMA Academy, cost £32,000 to create and provides two floors of 16,000 sq. ft each. Originally a shell of a building, a drainage system had to be put into place and the floor on the mezzanine level was reinforced with steel. It took seven weeks to turn the area into a functioning facility, and
Shapemaster tone up the leisure centres Most local authority leisure centres struggle to deliver activity that is both effective and relevant for the over 50 deconditioned market. Free swimming has its place as does aqua fit and other activities aimed at this growing market. However, none of these activities are specifically targeted at those who have not exercised for some time. Many of these people simply don’t want to strip off to swimming costumes or get wet. Shapemaster power assisted equipment is the solution that local authorities are turning to in the drive to provide activities for everybody under one roof. There are two ways in which a local authority can have a Shapemaster centre in their facility. The first is on a profit share basis, similar to the one just completed at Pendle Leisure Centre in partnership with Alliance Leisure. Shapemaster installed £50,000 worth of toning table equipment at Pendle Leisure Centre and delivered all the back up marketing, sales and promotional support as part of the deal. The scheme is designed to work on an income share basis, where the facility retains the initial income up to an agreed level, after which the income share mechanism kicks in. Sarah Watts, Managing Director of Alliance Leisure comments: "We have been investigating diverse ways that facilities can attract new users groups and our partnership with Shapemaster will enable operators to target specific groups in line with government
recommendations, as well as providing an opportunity to create additional revenue." “Pendle have sold over 200 members in just 3 weeks and put £26k through the till” Outright purchase is the second option for local authorities and this has been the chosen solution for a number of local authority partners including Penkridge Leisure Centre, Shard End and Watford Woodside Leisure Centre. Here the centre owns the equipment outright and runs the facility alongside its current offer. The key here is in having the right staff delivering the facility and publicising it to existing members. “Most local authority leisure centres have very little provision made specifically for the over 50s,” comments Rachael Browes, UK Sales Director at Shapemaster. “The Shapemaster equipment offers a real competitive advantage over other gyms in the areas and many of our local authority customers have also found that it helps convert GP Referrals into long term customers.” Shapemaster: 0800 783 4915 www.shapemaster.co.uk
the whole gym team mucked in. The upper level will also double up as a studio for group exercise classes, which will include yoga and Pilates. Jason is hoping that by bringing women into the facility for the classes, they will feel more comfortable taking part in the boxing or fighting activities. The facility will also cater for children, with family classes running every Saturday. Membership is set at £150 a year for existing Ultimate Physique’s members, and £180 for non-members. All classes will be charged at £5. Jason said he considered raising all gym memberships to incorporate usage of the new facility, but decided against it as not everyone would want to use them.
UK FITNESS SCENE
‘Start thinking like the big guys and you’ll make a lot more profit’ By Mary Ferguson INDEPENDENT gyms are still not making the most of secondary spend, an industry expert has warned. Paul Brown, creator of the Face2Face retention system in America, told delegates at LIW’s Independent Operators Unite conference that clubs need to give members a better experience by offering things other than exercise. He said: “The fitness industry is the envy of other industries because we get what they all want – repeat visits. But clubs need to be a source of supply for all the stuff that people need. “For example Starbucks don’t just sell coffee – they sell mugs, mug holders and coffee makers. And even just having it all on display adds to the experience of going to a coffee shop.” Paul said there is a limit to how many members you can have but there is no limit on how much they can spend. And you don’t just have to sell to members, you can sell to passing
Paul Brown trade too, especially if you are on a high street. “You will be paying high rates to be there, so you should make the
A Manchester gym is celebrating the success of a Judo-crazy member who picks up medals all over the world. Nick Kokotaylo, who trains at The Y Club, recently took part in the 2009 British Judo Masters Championship in Dagenham, bringing back a gold medal. And in August, he won the World Masters in America.
New system aims to stop Surrey students getting bored THE soon-to-open Surrey Sports Park at the University of Surrey has used the Life Fitness Journey system to stop students getting bored and increase the longevity of their exercise sessions. A low level circuit area has also been installed, designed for 30-minute workouts, as studies suggest that a short burst of activity such as interval training is the best kind of exercise to boost brain power.
Rob Jones, development manager at Life Fitness said the company is passionate about encouraging students to exercise, but attracting them away from the pub and into the gym is one of their biggest challenges. He added: “The correct product mix and layout is very important as students often want to be able to pop in for quick gym sessions in between lectures and get bored quickly.”
most of it. Typically independents don’t have huge memberships but you can sell to former members too, as you should still have a relationship with them. “And you don’t just have to sell within the club, you could have an online order system through your website, or sell at fairs and trade shows. Remember, your members are a captive audience.” Paul claims timing is hugely important when selling extras to members, as you need to offer them something when they need it. For example sell them a protein shake straight after a workout, or offer T-shirts or training gloves when a new member signs up. He added: “When someone stops at a garage to fill up their car, they often come out with a coffee and a paper too, even though they only stopped for petrol. And selling personal training is a no-brainer. “Just because you are a small independent doesn’t mean you can’t do this stuff. Start thinking like the big guys and you’ll make a lot more profit.”
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Paul’s top tips for making the most of secondary spend ... British clubs are sometimes reluctant to ask for money from members. But you could add personal training on to their monthly direct debit charge, instead of asking for it as a separate payment. If someone says no, it doesn’t matter because they still know the service is there and the next person you ask may say yes. In the old days, clubs used to provide towels free, but these days people expect to pay for stuff. Charge £2 a week for unlimited towel use, and add it on to memberships. Nothing is free in this world and people expect to pay for stuff, so don’t be afraid to ask. Make sure it’s the right time to sell stuff. For example if you have just launched a boxing class, it’s a good time to start stocking gloves or straps. And you can offer to get them other stuff too – you may not want to buy boxing bags in, but make sure members know that if they want one, you can get it for them. Offering ‘free trials’ is also a good way of getting someone to regularly spend extra. If you notice someone has done a particularly hard workout, offer them a free protein shake and explain the benefits. Hopefully they will like it so much, they will then buy one every time they visit.
UK FITNESS SCENE
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Club’s bid to get kids involved ESPORTA Health and Racquets Club in Lichfield has completed a new family area with two membership options designed to get kids involved in fitness. Esporta Kids features 30 hours per week of free crèche and activity sessions, such as Dance Mat Mania, Street Dance, Master Chef and Console Mania. While Esporta Extreme includes 29 hours of activities each week, including Dance Mat Extreme, Extreme Boxercise, Extreme Chef and Street dance. Both memberships give unlimited access to the classes, as well as reduced rates for parties, holiday camps and activity-based courses, such as swimming, tennis and football. If successful the children’s activities model will be rolled out to other Esporta clubs. Part of the refurbishments to the family area included the installation of dance mats from ZigZag including wireless tracking cards, which allow dancers to compare their scores online with “dance mates”.
‘Treat your staff how you want them to treat your members’ By Mary Ferguson A GOOD relationship with staff has a direct impact on member retention, according to an industry expert. Richard Ekstrom, founder of Retention Management, said operators need to realise that how they treat their workers affects the service a member receives – and ultimately how long they will stay. And as people are more careful with their money, they will be less tolerant of bad service. He said: “Retention comes down to perceived value of the member investment and the recession has changed our members. “They are more critical in evaluating their investment whereas in the past, people may have let it slide. The recession has changed the way people think forever.” Richard said that as the leaders of their club, operators have a duty to manage the atmosphere within it. He advises: Treat your staff how you want them to treat your members. Would you
Richard Ekstrom shout at them? Your staff need constant affirmation of what your expectations are so make sure they know what is expected of them. Recognise great service. Operators often get so caught up in what hasn’t been done, they forget to praise staff
when they do get it right. And reinforcing good behaviour has much more impact than correcting bad behaviour. Don’t go straight into your office when you get to work – walk around the gym floor and let staff know you are there. The same goes for when you leave. Richard said anything that isn’t clean creates a valid reason for a member to cancel, so all staff should be responsible for things like picking up towels and flushing toilets, regardless of their title. And although it’s hard to teach staff to be friendly, they must at least appear to be and act like they are happy to be there – even if they are not. He added: “My club’s definition of professionalism is ‘use your best judgment at all times’ and I make sure new recruits know that.” Richard was speaking at the Independent Operators Unite conference during Leisure Industry Week.
LETTERS
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Last issue, we reported on the increasing number of gyms ditching complicated contracts to attract more business. These are some of your reactions.
Contracts should ensure win-win situation ... Ray Algar, Oxygen Consulting I BELIEVE we need to begin reframing the debate around contracts. A well drafted and reasonable contract that clearly sets out the terms under which a service is to be provided should provide a consumer with confidence about the future relationship. Any club that is passionate about serving people and its role in the community will ensure that its contract creates a win-win situation. Take a look at Europe's leading budget club operators such as McFit in Germany and Fit For Free in Holland who provide a great gym experience for just £14 per month. In exchange members commit for 12months. 780,000 McFit members have no issues signing a contract. McFit gets certainty over its future income and the members receive a great price. I believe there is a working assumption that consumers do not like contracts. I believe this assumption is flawed. Consumers are happy to sign contracts for a vast range of goods and services when those contracts are reasonable and easily understood. Complicated contracts, with long notice periods can confuse and frustrate consumers, which can lead to negative sentiment. This affects the reputation of the entire industry.
Contract-free success for Dave Dave Beattie, owner, Genesis Gym
Ray Algar I have been tracking the online reputation – web forums, blogs and other social media – of the UK health club industry for several years and it is certain contract terms that consumers find frustrating, not the principle of a contract. I am often surprised that a business will risk its reputation to recover sums as low as £40-£50. For example, a well-known chain got themselves into a messy battle with the national media after refusing to waiver the fees for a member diagnosed with cancer and undergoing chemotherapy. The result – they received their fee, but at what cost to the brand?
Cash flow dangers attached to ‘ditching contracts’ Lord A Peters, proprietor, Harlington Manor Health Club IT is our belief that any club who just ‘ditches contracts’ could firstly lose a large proportion of members and secondly throw themselves into jeopardous cash flow instability. Any company that chose to follow this neoteric business model would require at the very least to make arrangements to fund their cash requirements at least nine months in advance to ensure financial buoyancy which, in today’s market, is not so easy for most clubs in this position. We have, over the last three years, worked with our local authorities and the designated officer who deals with fair trading contracts to ensure that the terms of our membership contract is in line with not only our own objectives but with that of the Office of Fair Trading. From a purely business perspective, we are dissuaded from past experiences to even consider eliminating joining fees or a minimum commit-
ment period as we have found without exception that it is those without a commitment who ‘fall off the wagon’ so to speak within a short period of time and, in choosing to discontinue their memberships, pose a significant risk to cash flow stability. In non-monetary terms however this scenario poses equal disadvantages in that it does not provide further incentive for the member to get the maximum benefit out of a longterm commitment to a healthier lifestyle when they can simply cancel when momentum lapses. We fully understand a new club opening up would try to obtain members in the short term by having no contract, no upfront joining fee and offering a smorgasbord of incentives, however in the long run it is our view from being in business for many years that this cannot be a sustainable business model as it does not promote lifestyle but rather upholds the ideal of a ‘quick fix’ which will quickly lose interest.
I set up my gym 13 years ago and have always offered contract-free options, with great success. Where I’m based in London is quite a transient area so lots of people come and go and many don’t have bank accounts, so they join my gym so they can pay each month in cash. I charge £40 a month, and contracts are available for £36 if people want them, but not many do. It does cause a few problems with retention but just because someone has signed a contract, it doesn’t mean they always pay up. And I attract a lot of people who don’t want to join other gyms because they don’t want to sign up for a year.
Dave Beattie I’ve found a few more people have gone for the £40 a month payment since the recession kicked in but contract-free has always been the most popular option, right since day one.
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IOU REVIEW
Almost 600 people attended with a free bar, food and entertainment from Workout’s James Dickson and his band Platinum Airship
IOU – we’ll be back THE Independent Operators Unite conference will return next year and be bigger and better, Workout can reveal. The capacity will increase, the format will change – and there will still be a free bar at the party. Organised by Dave Wright, director of Creative Fitness Marketing, the two-day IOU event took place during Leisure Industry Week and saw 400 independent gym owners gather at Birmingham NEC to attend seminars and networking sessions. The highlight of the event was a free party at city centre venue The Jam House. Dave said: “I expected – and hoped for – around 200 people, so was absolutely stoked at the amount that came. It was standing room only in most of the seminars and it goes to show just how much something like this was needed.” Speakers during the conference included Kevin Scott, director of Harlands Group, Richard Ekstrom, founder of Retention Management, and Paul Brown, creator of the Face2Face Retention System. Members of the CFM team – including Dave, Chevy Kelly and Emmett
Williams – also imparted their knowledge during the seminar programme. To find out what topics people wanted to hear about, the team asked 4,000 independent clubs for their ideas and the winning subjects were retention, secondary spend, marketing and cutting costs. Operators also battled their hangovers to attend an independent business breakfast, which included an interactive question session with a panel of independent gym owners. Attendees came from as far afield as Aberdeen and Cornwall and for many, it was their first visit to Leisure Industry Week. Almost 600 people attended the ‘Big Bash’ at The Jam House, with a free bar, food and entertainment from Workout’s James Dickson and his band Platinum Airship. £120,000 of raffle prizes were given out on the night, following donations from suppliers keen to support the
event. CFM themselves donated flights to America to see the Arnold Classic in Ohio in 2010 and Dave paid for 215 operators – all CFM clients – to stay in the Hilton for the night. “It was a great networking event and I’ve had many people say it was the best party the industry has ever thrown. “The by-product of us putting it on was great because it gave us kudos but it genuinely wasn’t a CFM ploy – it was about getting the independents together and that was the most pleasing aspect of the event. It was an absolute delight to see so many making that connection with each other.” Dave said that next year, the party will be bigger to allow more people to attend and he is expected to change the conference format so that all the seminars take place over one day. The deal has already been done to hold the event at LIW again next year
Dave Wright and he is confident of its longevity. “A lot of the suppliers in the industry didn’t believe IOU would happen but I think now they have realised it will continue to be huge. This is not going to be a flash in the pan. Without a doubt, it will happening each and every year.”
‘LIW: Still playing a vital role in the sector’ A RECORD number of visitors attended Leisure Industry Week this year, representing a two per cent increase from 2008. Celebrating its 21st birthday, the event took place at Birmingham NEC and included Health & Fitness, The Sport Show, Attractions Expo, Pool & Spa, Eat & Drink, Leisure Facilities and The Licensed Business Show. Health & Fitness had an increased number of demonstration areas with focuses on personal training and small group training and pole fitness. The Health and Fitness Conference saw the results announced for the FIA’s moreactive4life programme and also introduced Roger Black as a
guest speaker. And The Wright Foundation launched the results of their obesity study within their conference at the show. Event director Jonny Sullens said: “It is great to see that LIW still plays such an integral role within the leisure sector and visitors value the show as both a great networking and educational opportunity. “The team achieved these record figures by focusing on attracting a wide range and high calibre of speakers to present the show seminars and by welcoming new and varied exhibitors, we created an event which offered exceptional interest and value to leisure professionals.”
IOU RAFFLE Company: Ashbourne Management Donation: 12 months’ of direct debit collections Value: £3,000 Winner: Simon Harvey, Everybody’s Gyms, 01775 768500, info@everybodysgym.c om Chartex Products International Muscle and fitness charts £250 Kenny Murdoch, Millenium Leisure, 01779 821866 Creative Fitness Marketing 2 x expenses paid trip to the Arnold Classic £2,000 Abid Khan FitAll Health and Fitness Mike Davidson Debit Finance Collections plc 2 direct debit on line portals £1,200 Sally Jeffrey, Fitness Factory, 17 Broad road, Kingswood, Bristol, BS15 1HZ, 0117 9352060, fitnessfactoryltd@googl email.com Dynamic Activity bodycore functional training platform £2,000 Colin Gardener, Tri-It-
Gym Ltd Energie Fitness Clubs Fully paid for Energie fitness club franchise £19,995 Lisa Wilson, Fitness Factory Exact training One-day workshop for 10 instructors. £950 Chris Nicholls, Welsh Back Squash & Health Club FIA 10 one-year memberships £4,500 Glen Broadway, Atlanta Gym York Mark Clifford, 07970 862810, Clifford Health Clubs Pat Lee, Fit For All, Portland Road Trading Estate, Hove, BN3 5NT, 01273 885486 Caroline Lacey, Laceys Fitness Abbi Lacey, Lacey’s Fitness Vicki Southall, Springfield Fitness and Spa Tony Stevenson, Lifestyles Health Fitness Mark BeaumontThomas, Ashbourne Management Services Alexander Anderson, Andtrade Ltd/Bodyworks Ashly Simmonds, The Fifth Dimension H&F
Fighting Fit Training and Development 5 spaces on a Level 1 and Level 2 boxing instruction course and 3 spaces on our NLP in Fitness course. £2,600 Roundabounce Fiserv 12 months’ club management system and training £2,190 Sam Ronaldson, Time Fitness Fitech Limited Fitech V5 software with all modules £1,440 Sonja Batha, ActiveZone Gym, Guildford Fit For Sport Accredited training course in Activity Leadership & working with children & 2x Chelsea Tickets to a home match in 200910 season £8,100 Kathy Winnell, Energy Health and Fitness Fitnesstv 5 x one year’s membership to a Lead Generation Campaign £2,495 Jenny Wildi, Bodymission Ltd Fitpro Complete sales or retention course.
Ian Simpson, No Limits, Alnwick, NE66 1HR, 01665 604606 Fusing Fitness 6 months of Interactive Fitness Manager (IFM) £1,600 ZoeCarter, Daves Gym GB Fitness 2 days onsite training £1,300 Andy Pattison, Pride Health and Fitness Kendal, 01539 723723, 07921 952725 Trixter X Bike £1,500 Kerry Cooper, Progression Fitness Studio GG Fit ltd 5 days’ Consultancy package £2,500 Brandon Harris, Fitforall/Bluesky PT/Vibrofit
Hatrick Marketing 2 x 3 months’ complete marketing solution £2,700 Suzanne Longstaff, The Training Exchange Gym, 01782 746640, suzanneany@aol.com Gary Barnett, Future Fitness, 280 Tong Road, Leeds, LS12 3BG, 01132 310044 Idass fitness 5 x ‘Fitness Reporter’ assessment software £995 David Heath, fit2gether Independents Insurance 12 months’ insurance cover up to £1,000 £1,000 Robert Birchall, Hearts Health Club Instyle Fitness Online Spinning bike £1,200 Darren Rook, Reshape Health and Fitness
Gymkit Uk Fluid E720 Cycle XT £1599 Elvis Meade, Ripped Gym
John Ansell & Partners 12 months’ insurance £2,000 Jayne Hadden, Route 2 Fitness
Harlands Group 12 months’ dd collection £3,000 Andy Hutton, One Life Leisure, Kirkton Campus, Livingston, 01506 416118
Jordan Fitness 2.5kg-37.5kg Solid End Dumbbell Set (15 pairs) with silver oval frame racks. £2,900 Ian Brown, Fusing Fitness Limited
Generous Jordan donate prizes to IOU JORDAN Fitness were pleased to be able to support the Independent Operators Unite 2009 event at this year’s LIW. Jordan Fitness have been successfully supplying Jordan products to independent fitness clubs, elite performance centres and dedicated gymnasiums for many years. They fully supported the IOU 2009 event and donated a 15 pair set of
rubber dumbbells with racks to the prize fund for the raffle held at the end of show party. These solid end rubber dumbbells are one of the most popular within the range as they are both stylish and durable. The lucky winner of this coveted prize was Fusing Fitness in Windsor. Harry Stephenson, director of Fusing Fitness is at the forefront of spearheading the Interactive Fitness
Juice Performance 1 day on-site REPs endorsed CPD course for up to 20 attendees. £2,200 Alan Marsh, Kingfisher Health Club Keiser On site REPS indoor cycling course £1,250 Kevin Connolly, Springfield Fitness and Spa Lifetime £2,000 worth of training courses or CPD either in house or at any of our UK venues. £2,000 Jonathan Swinn, The Fitness Bank Matrix Krankcycle £1,799 (Introductory offer) Duncan Teasdale, Powerhouse Fitness Centre Mend 1/2 training/seminar for staff and members children's nutrition £1,500 Ashley Simmonds, The Fifth Dimension Milon Industries Trip for 2 to Germany visiting clubs and a night’s accommodation £1,000 Steve, TJS Exercise Co, Isle of Wight, 07976
25 £1,000 Matthew Russell, Fusion Leisure Ltd
638419 National Skills Academy A year’s free skills training £480 Lynette Fallon, Red Carpet Health and Fitness, Worlester, 01905 26000
Retention Management 12 months of free retention management £2,400 Jon Patey, RPM Fitness Studio
Olympix Fitness Plate loaded pull down £899 Joe Cooke, PJ’s Health and Fitness Club Power Plate® International A my3™ Power Plate machine £1,495 Mark Alexander, Arena Health and Fitness Premier Training Solutions Kettlebell and Medicine Ball Training Course Declan Ryan, Active4less PureLifeStyle Re-branded website, hosting, iphone, diet and workout plans. £3,500 Carl Hooper, The Training Exchange Gym, Hill Street, Stoke on Trent, ST4 1NL, 07890 742083, 01782 746640 Promote PR Full independent club PR package
Manager, a powerful interactive online personal fitness portfolio available for individuals or for clubs wishing to connect with their members. On hearing that he had won the prize Harry said: “These dumbbells will make a welcome addition to our gym and we are looking forward to incorporating them in our training programmes with our clients.” Enquiries: 01945 880257 Website: www.jordanfitness.co.uk
Servicesport UK Full service of existing gym equipment £1,000 Richard North, The Academy Health Club Startrac NXT Spinning bike £1,300 Les Stephenson, Tropicana Health Club Supatuff UK 10 sets of PT Series Boxing Gloves & Focus Pads £350 David Welby, Fitness 2000, Irealand The Optimal Life Fitness Group Performance boxing instructor course with 10 REPs CPD points. £1,995 Mark Booth, Betterbodies, 94 High Street, Portishead, Bristol, BS20 6AJ, 01275 845353 The Retention People 6 months’ retention coaching service and software
£3,000 Chantal Fallon, Red Carpet Health & Fitness, Worcester, 01905 26000 Thump Boxing UK 4 x Level 1 & Advanced Boxing for Fitness Training Courses £1,032 Mario Pederzolli, fitrooms, 254 – 258 North End Road, Fulham, London, SW6 1NJ, 020 7610 1410, Mario@fitrooms.com Veqtor/ Gymkids Sport Set of GYMKIDS Elite kids’ interactive fitness equipment £1,000 Julie Cunnigham, Fusion Fitness Ltd, 1a Burn View Lane, Bude, Cornwall, EX23 8BY, 01288 356635 WorldGymChallenge An professionally organised Day Gym Challenge £600 David Eblesardes, Gym Heaven, 02476 346414, d.eblesardes@ntlworld.com Pure Iconic water – BJ Rule, The Optimal Life Fitness Activo – Andy Dyson, Pinetops Health & Fitness
Sales manager Zak (left) presenting Harry Stephenson of Fusing Fitness with his prize.
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IOU REVIEW
IOU REVIEW
United to party ...
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UK FITNESS SCENE
Fitness Systems and FreeMotion Fitness USA join forces in the UK FREEMOTION USA has appointed Fitness Systems as the UK distributor of its entire FreeMotion product range. FreeMotion Fitness is a wholly owned subsidiary of Icon Health & Fitness Inc. Icon employs nearly 2,500 employees in nine locations around the globe and is the largest manufacturer and marketer of fitness equipment in the world. Some of its best-known brands include NordicTrack, ProForm, Weider, Health Rider, EPIC, Image, iFit and Weslo and licenses Reebok and Gold's Gym brands. These brand names are immediately recognisable to consumers and have a strong reputation for high performance around the globe. FreeMotion Fitness was founded in 1999 based on a simple, yet bold observation: One-dimensional training doesn't carry over to a threedimensional world. A place where twisting, turning, and moving in all planes is a daily fact of life. Ian Thorpe, director of Fitness Systems, said: “I am very excited about working with the FreeMotion range of products in the UK. I have long been an admirer of the functional range of training machines since using it in the USA some years ago. I am also finding out that the company innovations also spread across the cardio line as well.” Ian recommends looking out for: The Incline Trainer Inclines from 0 to 30 per cent. Most
home treadmills reach maximum inclines of 10 percent, and even club treadmills top out at 15 percent. Intense aerobic training tends to burn calories from carbohydrates, whereas incline training burns calories from fat more effectively. For example, users walking at 3mph between a 16 per cent and 18 per cent incline can burn 70 per cent more fat than running on a flat surface. The Strider Blends the low-impact stride of ellipticals and the calorie burn from incline training. This cardio machine gives you up to 44 inches of natural striding motion defined by the user allowing a more natural range of motion. The Dual Cable Cross Enhances strength by allowing users to perform movements that mimic sport-specific activities. Functionally trains the muscles of the entire body to work together while building stability and coordination. To find out more about FreeMotion Fitness contact Ian Thorpe of Fitness Systems on 01204 541710.
New yoga and Pilates club Breeze Yoga has been opened by Dancing On Ice star Jayne Torvill in Beckenham. The only facility in the UK to offer both hot and traditional yoga, Breeze has chosen Demelza Hospice Care as its chosen charity, of which Jayne is vice president. The club will host a series of fund-raising events over the coming months and will
support the staff and families of Demelza by providing yoga classes, treatments and meditation classes both at Breeze and at the hospice. Pictured, from left: James Hanaway, director of Fundraising Demelza, Claire Dunphy, co-founder Breeze, Jayne Torvill, Councillor Denise Reddin and Nick Clarke, co-founder Breeze.
Gym owner further bailed MONSTER Gym owner Steve Collins – facing 23 steroid charges – was further bailed and his case
committed to St Alban’s Crown Court, where he will appear on November 9.
NEW FOR 2010
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Software upgrade for Dance Machine ‘Evolution of weight training’ Michol Dalcourt with the ViPR
PULSE are proud to introduce the latest innovative dance mat software upgrade for Dance Machine - the world’s best selling 4-arrow wireless multi-player dance mat. Setting new standards in features, music and design; iDANCE version two offers many additional unique features including: More than 30 Songs licensed from exciting artists catering for a wide range of music styles. Specially composed dance game music in sync with the step chart to provide a fun interactive exercise that players don’t get tired of.
New and improved menu designs, for ease of use, navigation and to aid visibility of key information. New visual prompts during game play to aid motivational feedback, the system offers easier illustration of exactly when to step and how much one is off if one doesn’t hit a step exactly on time. Dance Machine is a trendy, fun and creative secondary income generator for all types of leisure facilities. For more information on Pulse Interactive fitness products and our competitive leasing and financing packages contact Pulse on 01260 294610
A NEW training product has been launched, claiming to mark the ‘evolution’ of weight training. The ViPR, distributed by FitPro, comes in the form of moulded rubber tubes in seven weights up to 20kg. It mimics the utility of seven existing tools – barbell, dumbbell, Kettlebell, stability ball, medicine ball, balance device and speed ladder – and can be carried, dragged, thrown, flipped, stepped on and rolled. Inventor Michol Dalcourt,
renowned for his take on functional performance training, said: “As I began training individuals and groups some time ago, I always felt there was something missing in my programming. “The strategies I was using did not adequately fulfill the goals of training for optimal function in the body. “The training tools did not allow for multidirectional training, proper timing or the rhythm of the body, nor did they provide enough load for transfer into life’s activities or for life’s demands.”
NEW FOR 2010
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Ex-Olympic skier designs most advanced ski simulator THE most advanced ski simulator to date has hit the market, designed by ex-Olympic skier Tim Dudgeon. The BODYCarver is the first ski and snowboard simulator to accurately replicate the movements performed while on the slopes. Designed initially to help skiers stay in top condition out of season, the BODYCarver is versatile enough to add a new dimension to personal training and be
incorporated into a gym environment as a piece of cardiovascular equipment appealing to all age groups. Tim said: “We know that computer gaming technology helps increase motivation to exercise so we have combined the best in carving simulation with the latest gaming software to create a revolutionary product that will keep users excited and test their fitness levels.”
New year for Leisure Lines 2010 will see the roll out of Leisure Lines Performance gym model – a solution of services and high specification equipment such as lifting platforms and ‘Power Train’ racks with retrofit options including a chain lifting pod, resistance band anchor and storage, resistance tube anchors and storage, integrated prone row bench and other small equipment storage. The emphasis will be on safe, efficient,effective use of space allowing any club to deliver a compound lifting station to its members. In addition the Powerbag range has been increased with sizes 40, 45 and 50kg now available. Flooring supply and installation is now offered to customers in a drive to ensure Leisure Lines is a solution provider to both trade and end users in its niche sectors. Leisure Lines (GB) Ltd is the largest independent bricks and mortar strength equipment manufacturer still producing in the UK from
its 8000 sq.ft Hinckley factory. Enquiries: 01455 638691
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NEW FOR 2010
York’s dumbells still going strong THE York Pro-Medial Dumbells have been in the market for three years now and all the reviews have been from very happy customers. The York Medial Dumbell comes with a lifetime guarantee on manufacturing defects. The heads are coated in York's very own rubber, which has the same properties as polyurethane, without the cost. The size ranges are 2.5-65kg in 2.5kg increments and the ETS racks come in six and ten pair configurations. York’s recently launched ‘exclusive range of buy direct only products’ will
ensure the customer receives top quality from its internationally renowned brand now at very affordable prices. Enquiries: 01327 701809 Website: www.yorkfitness.com
Weight training solutions from Idass IDASS Fitness have come up with solutions to two problems associated with weights training. They have developed their products to prevent damage to floors and enable a designated weights area to be created. Spokesman Paul Moore said: “With the expanding market in free weights and functional fitness, free flowing weights are becoming a bit more of the norm. Either as kettlebells, or Olympic weights, functional fitness and technique training is proving more and more popular. “So the IDASS solution was to produce a hard wood surround around our rubber weights to produce a 18mm deep solid rubber area eight foot by six foot. This area can sit on top of a durable floor or even on the
IDASS interlocking protective mats. “These areas can vary in size, but a standard 6’ x 8’ area is £350 which allows this type of zone to be slipped into a gym’s maintenance budget.” Enquiries: 0844 800 9310 Website: www.idass.com
NEW FOR 2010
Recession? Not with Peakbody Fitness ... PEAKBODY Fitness is Europe’s biggest independent supplier of remanufactured and boxed cardio gym equipment. Meticulous attention is employed in the re-engineering process to ensure a like new condition in the build of the equipment, even down to the shipping packaging. More importantly, Peakbody Fitness are able to offer the equipment at a fraction of new cost, with equal reliability. Coupled with Peakbody’s own exclusive resistance and plate loaded quality ranges, they are able to offer gyms the opportunity to completely refurbish or build new facilities cheaply.
Another recession busting facility is Peakbody Fitness’s own unique ‘FlexiRentals’ programme which provides a financial spread for gym equipment acquisition, including delivery, installation and maintenance for a fixed monthly fee. This fee is quite often covered by the additional membership generated by the installation of better equipment. Peakbody are also proud to announce the supply of the Jacob’s Ladder through a special distributor association. Enquiries: 0800 6526 714 Website: www.peakbodyfitness.co.uk
Star Trac launches new range STAR Trac have launched a new strength range, following a preview at IHRSA earlier this year. The ‘Inspiration’ equipment offers
the patented LockNLoad weight selection system, assisted seat adjustment, lenticular instructional panels and moulded lumbar support, for a more effective workout.
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Jay Cutler, sponsored by Muscletech
Mr Olympia Jay set to muscle in at BodyPower MR OLYMPIA 2009 Jay Cutler will make an appearance at BodyPower, taking place at Birmingham NEC in May. It will be the first time Jay has appeared at the show, where he will appear on the Muscletech stand as well as doing question and signing sessions. BodyPower provides a fantastic opportunity to see the latest fitness equipment, from suspension
training and functional training through to strength and power products that can assist an individual’s performance and training. The show, which takes place on 21-23 May, aims to showcase the latest products and trends in the fitness world. 2010 will see thousands of visitors in attendance in a fun, action packed atmosphere.
UK FITNESS SCENE
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In a new occasional series for Workout, Charles Burch of EXF Fitness will ask a series of questions which his panel of elite coaches and fitness professionals will answer. This month: Nick Grantham on how to make clients leaner, stronger, faster and more muscular.
Leaner, stronger, faster and more muscular ... Ditch the body part split routines Unless you are specifically training bodybuilders I suggest that you adopt a more time efficient and realistic training programme for clients wanting to pack on some lean muscle. Introduce a wholebody hypertrophy training programme and watch your clients develop a lean athletic physique.
Get functional
I'm not talking about the variety of pseudo-circus acts that some fitness coaches try to pass off as functional training – if you want to stand on tiptoes on top of the stability ball whilst performing a dumbbell shoulder press then a bit of circus training is fine. Whether you are getting fit for sport, or just a game of life, train how you were designed to move. Incorporating functional movements into your programmes will streamline your session and
take your training intensity through the roof.
Drop the steady state cardio
I know that for many of you it will be like killing the sacred cow, but come on, it's time to bring your training up to date. If your clients want a lean, athletic figure then you need to get them training at higher intensities. I've worked with some of the countries leading athletes and I would encourage you to consider this for a second – whose physique would you rather have, an endurance athlete’s or power athlete’s? Guess what? Strength and power athletes rarely, if ever, perform any long slow steady state cardio. It's all about, high-intensity interval based training. The ‘side-effect’ of their training regimes is a lean athletic figure. Nick is a specialist in athletic preparation who has worked as a head with international sportspeople, a former head coach at the English Institute of Sport and is now proprietor of Smart Fitness.
Nick Grantham
Esther gets The Big Cycle underway TV PERSONALITY Esther Rantzen visited Totton Health and Leisure to officially start ‘The Big Cycle’, which raised over £3,500 for Naomi House children’s hospice. 79 New Forest fundraisers geared up for the four-hour indoor cycling class, which was led by the gym’s fitness manager Toby White. He said: “As far as we know this was one of the biggest events of this nature held on the south coast.” The fundraisers were also given support and encouragement on the day from New Forest District Council chairman Coun Les Puttock. Pictured: head of leisure services Bob Millard; Esther Rantzen and Coun Les Puttock.
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KIDS’ FITNESS
Centre works to get kids more active A DEWSBURY sports centre has launched a new project to encourage young people to become more active. NHS Kirklees has contributed £250,000 to the activity area at Dewsbury Sports Centre, which contains a range of interactive fitness equipment to help kids have fun while exercising. The new facility has been delivered by Kirklees Active Leisure and Kirklees Council and the equipment, including dance mats, a climbing wall, a target wall, a martial arts tower and balance boards, has been provided by Shokk. Alasdair Brown, Kirklees Active Leisure chief executive, said: “We are very excited about this thoroughly new project which takes a proactive approach towards getting young people participating in fun group exercise. “We are keen to get everyone interested in something which will affect the futures of so many young people in Kirklees.”
Children exercising at Dewsbury Sports Centre
Membership initiative set to rally teens BRITISH Military Fitness has launched a new membership initiative in an attempt to get teenagers involved in exercise. The activity provider has decided to drop its prices for kids to help them get fit without costing too much money. Barney Larkin, marketing manager, said: “When we heard that the single biggest drop off in physical activity is among school leavers aged 16, we decided to introduce a membership rate for under 21s, allowing more young people to take part in our classes.” The move had led to a 75 per cent increase in under 21s attending, including many members who can’t
afford the more highly priced gym memberships in and around London. The classes for teens involve 60 minutes of running, circuit activities such as press ups, sit ups, squat thrusts and team challenges. Barney added: “With the growing issue of obesity, it is essential that we encourage everyone to adopt a healthier lifestyle. “Tackling unhealthy food is one way of addressing the issue, but exercising must also be part of our daily routine. I want our sessions to help educate teenagers about the benefits of exercising outdoors in a socially interactive manner.”
36 TRAINING AND RECRUITMENT
Apprenticeships are launched LIFETIME has launched a government-funded apprenticeship in leisure operations. The new Leap into Leisure apprenticeship will produce job-ready candidates in three weeks and apprentices will then have the chance to gain experience in a paid role with some of the country’s leading leisure operators. Nigel Wallace, director of training at Lifetime said: “This is a superb opportunity for youngsters wishing to create a solid foundation for their fledgling career in the leisure industry. “As well as being awarded a highly regarded leisure qualification, individuals will gain vital vocational experience which will guarantee them the best employment prospects.”
New package launched SKILLSACTIVE have launched a new Employer Training Licence and Training Provider Licence, an endorsement package designed to help health and fitness organisations boost their business performance. Developed in conjunction with the Register of Exercise Professionals (REPs), the two-year license has been developed in recognition of the increasing need for fitness employers to address skills gaps quickly and effectively. It allows employers to deliver in-house training, whilst enabling employees to earn Continuous Professional Development (CPD) points, as required by members of REPs.
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£11.7m funding is secured for charity A CHARITY that helps young people find work in the fitness industry has partnered with the National Skills Academy (NSA) and secured £11.7m of funding. Transforming A Generation (TAG) specialises in training 18-24 year olds who are not in education, employment or training and their goal is to help 1,800 young people achieve a Level 2 REPs recognised qualification and find work in the industry. TAG, whose supporters include David Lloyd Leisure, DC Leisure, Fitness First, GLL, LA Fitness and Virgin Active, runs six-month programmes which combine academic and work placement training. The programme was developed in partnership with Lifetime, who have secured the contract to deliver it nationwide. TAG chairman Fred Turok said: “Club managers have found that the students’ gregarious street confidence is infectious in gyms – walking up and talking to and gently advising members is almost second nature to them. “This funding is great news for TAG, great news for our industry and great news for all the communities we will be working in.” TAG is appealing for independent gyms across the UK to get involved in the scheme, claiming there is a commercial as well as social – benefit. For more information contact executive director Howard de Souza on 07734 956 132.
UK FITNESS SCENE
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38 TRAINING AND RECRUITMENT
Lifetime launches new workshop
Sales and marketing specialist Paul Woodford, pictured right, has joined leisure services company Alliance Leisure. With over 16 years’ fitness industry experience, he has taken on the new role of Head of Alliance support division and works closely with national partnership manager John Leaver.
Discount for all IOU-registered companies at this year’s LIW SPA and Leisure Jobs puts operators within the fitness industry directly in touch with talented individuals. Everything you need from an online career and recruitment resource at your fingertips on one easy-to-use site. Spa and Leisure Jobs delivers employers an extensive reach into the candidate marketplace, innovative technology and a unique client management system that gives you the cutting edge over your competitors. If you are looking for single job posting through to recruiting a whole
www.workout-uk.co.uk
team, Spa and Leisure Jobs can tailor a package for you. Single job postings start from only £99, including your company logo listed next to your job advert, ensuring you raise your company profile at the same time as recruiting key staff. Enquiries: 08707 662829 Website: www.spaandleisurejobs.co.uk
A NEW workshop to help customerfacing staff communicate with members more effectively has been launched by Lifetime. The one day customer interaction course, delivered in partnership with The Retention People, is worth eight REPs points and teaches delegates how to enhance member interaction to improve retention. Nigel Wallace, director of training at Lifetime, said: “Not only will this lead to your customers being happier and more motivated, your team will want to have greater ownership over retention and will better understand the added value and positive impact they can have on the profitability of your business.”
Nigel Wallace Look out for a special feature on member interaction in the next issue of Workout.
Trust bids to up-skill workforce CHARITABLE leisure trust Tone Leisure has joined forces with training providers JHP Active and Lifetime, in a bid to up-skill and strengthen their workforce. The trust offers extensive sports and health development programmes, as well as running local leisure centres,
swimming pools, health and fitness facilities, a tennis club and golf course. Currently operating in the South West of England, it now operates from across 11 sites, where staff will benefit from the new range of NVQ vocational training options available to them.
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SUPPLEMENTATION AND NUTRITION Professional Ms Figure competitor Lynsey Beattie is on the comeback trail after taking time out to have twins. Her trainer Cain Leathem, director of GB Fitness, explains how he is helping.
How mum Lynsey is working towards perfect competition condition AFTER winning the Ms Great Britain titles in 2001 and 2002 Lynsey has competed around the world including the famous Arnold Classic in the USA. I taught her when she qualified as a personal trainer in 2000 and she has taken three years off to focus on business issues and the small matter of two beautiful twin girls. So for 2009 leading in to next year she is working with me to achieve perfect competition condition. We have constructed a plan that suits her fast metabolism and busy schedule as a mum and athlete, which is not an easy combination. She loves her food and I found that her calorific intake had to be raised again and again as she was getting leaner with very little effort. The plan up until early 2010 is to sculpt and build Lynsey’s physique so that everything is in complete balance and symmetry. This means a little more emphasis on deltoid and quadricep training and therefore the associated protein intake to support the repair and growth of the lean tissue. Lynsey follows a quite basic plan of six meals per day each containing quality lean protein, wholefood complex carbohydrates with a healthy intake of vegetables and salad. Her supplementation intake at the moment is also quite basic as she is looking for a sponsor to support her quest to take a British champion on to win the major international competitions. I believe in looking after the health of the athlete first so mainstays such as a multi vitamin/mineral and essential fats are foremost. Then protein is boosted in the form
Lynsey with her twins
‘The plan up until early 2010 is to sculpt and build Lynsey’s physique so that everything is in complete balance and symmetry’ of liquid eggwhites and around workouts – which are currently set at four a week – there is a set regime of whey protein, creatine, glutamine and branch chain amino acids – all timed to maximise recovery and growth. Lynsey prides herself on working hard as a natural athlete to show what can be achieved, even as a busy mother. And 2010 will no doubt see that hard work rewarded upon the stage.
Lynsey modelling
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SUPPLEMENTATION AND NUTRITION
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Former Mr. Northern Ireland Martin Spence has launched his own range of muscle, strength and energy products. The MS AllSports supplements include a ‘five in one’ protein mix, chewable amino acids, fat burner capsules, and a cleansing and detox kit. Martin, who has received a Special Achievement award from NABBA, has also developed his own brand of self tanning spray.
Ladies’ favourites The Chippendales used CNP Professional to help them keep their stamina during performances at The Edinburgh Fringe Festival. Taking to the stage every night for a month, the boys made friends with Scottish boxer Alex Arthur during their stay, swapping fitness tips and experiences. Picture: Some of the Chippendales with Alex Arthur
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SUPPLEMENTATION AND NUTRITION
Going for the burn: Retailing supplements for fat loss By Andrew Hamilton SOME people train for fitness, some for health and some simply for relaxation. But there’s no getting away from the fact that for most people, it’s all about that F-word. Fat, or rather fat loss, is what motivates the vast majority of the people who walk in through the doors of a gym or health club. It’s not surprising then that these same people may well be tempted by ‘fat-burning’ supplements. Fat burners are supplements – normally in tablet or capsule form – formulated to help the body utilise more fat for fuel, thereby helping the process of fat loss as part of a weight management plan. However, the ingredients in these formulations can vary wildly, from nutrients with good supporting evidence for their efficacy, to those without, and even to substances that are banned from sport. If you plan to retail a fat burning supplement therefore, you should endeavour to ensure that the ingredients it contains actually have some measurable effect, and that the formulation won’t cause a failed drug test. This last point may seem pernickety, but imagine the negative publicity that would ensue for your establishment following a failed drug test as a result of a product you had recommended. In reality, if you stick to products from a mainstream, reputed manufacturer, this is unlikely to be a problem.
What works and what doesn’t The real problem with many fat burners however is that many of them simply don’t work because the ingredients they contain don’t enhance fat oxidation. Common examples of these include the following ingredients: L-carnitine, Hydroxy Citric Acid (HCA), ginseng, pyruvate, tyrosine and chromium (although supplemental chromium may help prevent fat gain in certain individuals who are sensitive to blood sugar swings). Although aggressively marketed as such, when you look for the scientific evidence that these nutrients help to burn fat, it’s just not there. It’s not all bad news though as recent scientific research has identified some promising nutrients as candidates for real increases in fat oxidation. These include: Green Tea Extract (GTE) – The active constituents in green tea are called polyphenols, particularly catechin, epigallocatechin gallate (EGCG). A recent study showed that fat oxidation
during exercise increased by about 20% with GTE supplementation. Caffeine – seems to stimulate the mobilisation of fats from body stores and fat oxidation during exercise, although the effect is not as pronounced as with GTE. Another potential drawback is that some people can be sensitive to the side effects of caffeine. Conjugated Linoleic Acid (CLA) – a naturally occurring type of fat, found in fermented milk produce. There’s plenty of evidence from animal studies that supplementation significantly enhances fat loss. Human studies on CLA have also produced some encouraging results, although the evidence is somewhat weaker. In the next issue, we’ll look at the rather less controversial topic of carbohydrate/energy drinks. Andrew Hamilton BSc Hons, MRSC, ACSM is a member of the Royal Society of Chemistry, the American College of Sports Medicine and a leading consultant to
Andrew Hamilton the fitness industry, specialising in sport and performance nutrition. He also edits ‘Peak Performance’. the worldwide sports science research newsletter for athletes and coaches.
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