Work out (February 10) by Script Media

February 2010

The UK’s No 1 fitness industry magazine

Celebrities bring rise in PT demand

Fee revenue breaks the £2b barrier By Mary Ferguson LONG term prospects for the gym industry ‘remain positive’ despite the economic conditions, according to new research. A major report by Mintel showed that revenue from membership fees has broken the £2 billion barrier for the first time in a year, and there is still a huge market of potential customers ripe for penetration. However, it also showed an increasing number of people are cancelling their memberships, blaming the recession. 23 per cent of consumers said they have already terminated their payments, with a further six per cent planning to do so. The report – Health and Fitness Clubs UK – revealed 11 per cent of consumers said they have reduced the amount of times they visit a gym, but six per cent claimed to be exercising more to avoid doing expensive social activities like going to the pub. Nearly a fifth of private club users said they have switched to a pay-as-you-go gym or moved to a cheaper one. Michael Oliver, senior leisure analyst at Mintel, predicted budget chains will cash in because cost remains a major

issue for consumers. And he warned operators need to do all they can to attract new members. “The price of home fitness equipment has fallen and other innovations, such as the Nintendo Wii fitness products, have also encouraged people to bring exercise back indoors. So it’s a key time for operators to address what will encourage them back into the gym environment again.” The report claimed there is still a large market of consumers who can be encouraged to join, with just ten per cent of the adult population currently using health clubs. But it warned public leisure centres are the biggest rival to independent gyms, attracting a quarter of exercisers, compared to one in six. And cheap ‘no frills’ style gyms are posing a further threat. Michael added: “Operators need to look much more closely at the factors which are acting as a barrier to membership growth. They need to examine why people are not joining, or are leaving. The biggest factor is likely to be one of cost and, in this respect, the emergence of the budget health clubs sector in the UK will help to break down this barrier.”

No 197 £3

THE success of celebrity personal trainers to the stars is behind a ‘massive’ rise in demand for PT sessions in gyms, it has been claimed. Research from Fitness First showed both men and women want one-on-one training, emulating A-listers like Britney Spears, Madonna and Taylor Swift. Tom Eastham, Fitness First’s personal trainer of the year said: “The effectiveness of personal training has been highlighted by the increasing number of celebrities who have regular sessions. While Madonna’s regime is rather extreme the fitness of many celebrities who have a personal trainer is a great advert for our work and the huge and positive impact we can have on people’s lives.’’

Top gym tunes Model Kelly Brook has been revealed as the celebrity women would most like to go to the gym with. 57 per cent of those surveyed by Suunto sports watches chose the model as their ideal exercise buddy, while 35 per cent said they would avoid standing next to Madonna while working out.

THE top song used by fitness and gym instructors in 2009 was ‘Beat Again’ by X-Factor runners-up JLS. Research by PRS for Music revealed the boys topped the list of songs used to motivate people during workouts. Other popular tunes included Sweet Dreams by Beyonce at number two, followed by Dizzee Rascal’s Holiday.

UK FITNESS SCENE

Jason with the controversial banner

Alien adverts prove a smash for Jason By Mary Ferguson A PR savvy gym is enjoying widespread media coverage after displaying a banner that claimed fat people would be eaten by aliens. Bristol-based theclub at Cadbury House displayed an outside sign carrying a picture of a little green man with the tagline ‘When the aliens arrive they’ll eat the fatties first’, before listing details of a January joining offer. Within days they found themselves fielding calls from journalists, making the front page of a local newspaper and inside features in The Metro and The Telegraph. Manager Jason Eaton has been interviewed on local radio stations and said the poster was even mentioned on Channel Five show ‘The Wright Stuff’. He told Workout: “We came up with the idea in the gym and all helped with the design. We thought it may be a bit controversial but didn’t expect things to go this far.” Jason said he has received just one complaint about the adverts, from a woman branding them ‘outrageous’. But many members, he claimed, have said they think it’s a great campaign. “The campaign was developed as a tongue-in-cheek look at the fact that

people, generally, over the Christmas period do put on a little weight. Our view is that people should not feel stigmatised by the use of the word ‘fatties’ as it encompasses everyone who might have overindulged during the holidays and now want to do something about it. “At theclub we are doing all we can to combat the problems of obesity and our advertising has to get the message over in a forthright but fun

way. We do not intend to cause any offense to anyone.” As well as the banner – designed by Hattrick Marketing – the alien features in a mail drop and newspaper advert and Jason will soon be asking his team to dress up as the little green man to promote the gym around the area. He added: “The exposure has been really good for us and for the moment, the alien is here to stay.”

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Ian in the youth gym

UK FITNESS SCENE

Dean collecting his award from Jonathan Edwards

Dwarf games success brings publicity for centre By Mary Ferguson A CUMBRIA leisure centre is boosting its local profile by sponsoring a disabled athlete who took gold at the Dwarf World Games. Dean Kelly was given free membership at The Park Lesiure Centre in Barrow-In-Furness after health and fitness officer Ian Jones thought he would benefit from using their new youth gym. Ian approached Dean in the street after hearing about his upcoming

competitions and offered to let him use the facilities as part of a sponsorship arrangement. Dean now works out at the Club MAX youth gym, supplied by Pulse, as well as the main fitness suite at the centre. Ian told Workout: “There are certain things Dean can do in the adult gym like using the free weights and Smith machine for shoulder presses and squats, but he does all his seated exercise in the youth gym as the

equipment is so perfectly suited to his size. “He always thanks us in interviews so it’s got our name out there in the local media and we were glad to be able to help him train.” In August last year, Dean collected four gold and three silver medals at the Dwarf World Games and received further accolades in his home town in November when he was nominated for an award. He was given reognition at the

Cumbria Sports Awards, after being named Sports Person of the Year at the Barrow Borough Sports Council Sports Awards. Dean collected his accolades from triple jump legend Jonathan Edwards and is now using the facilities at The Park to train for The National Dwarf Games in May. Ian added: “He is a very dedicated and committed guy and always has a smile on his face. I’m pleased he is now getting the rewards he deserves.”

UK FITNESS SCENE

Harry ready to change fitness industry with tool By Mary Ferguson A PERSONAL trainer told Workout he is aiming to ‘revolutionise the fitness industry’ with the launch of a new membership management tool. Harry Stephenson, who runs Fusing Fitness from an exercise studio in Windsor, has developed the Interactive Fitness Manager (IFM) to be used by operators, staff and members themselves. He said: “It all started about three years ago when I realised there was a gap in the market for a product that allows members to have access to their fitness details. It also helps operators keep in touch with clients, aiding retention.

Two more acquisitions for new budget chain

Harry Stephenson “And for members, it’s a great motivational tool as they can access all their programmes and even upload photos so they can monitor their progress. I see it almost as a Facebook for fitness.” Harry employed a team of experts to build and maintain the system, following consultations with health clubs, gyms and personal trainers about what their requirements are. “I honestly think this programme has the potential to revolutionise the industry. There are so many clubs that can’t put a face to a name but by using this, they can identify members, helping them interact. “There are different documents

within it, for example if a Par Q form is positive, a letter will automatically be generated, and GPs can access member information from their surgeries, meaning permission and advice can be given within minutes – potentially saving a sale.” Harry won £3,000 of dumbbells and racks from Jordan Fitness at the IOU raffle at last year’s Leisure Industry Week and has chosen to donate them as a prize as part of a promotion to launch the programme. The first ten clubs to implement the IFM will be entered into a draw to win the products, as well as other prizes that will be presented during a dinner and prize giving ceremony.

NEW budget gym chain nuyuu Fitness has taken over former LA Fitness sites at Newbury and Stevenage. The two gyms are the latest addition to the chain which launched in October last year in a £2million venture spearheaded by Ben Silcox, former national sales manager for LA Fitness, and backed by Dragon’s Den star James Caan. The company has also announced a major recruitment drive to attract staff at all levels as it prepares to announce further site acquisitions. Ben said: “We’re delighted to add Newbury and Stevenage to the nuyuu portfolio. “They fit our model entirely in terms of population density and refurbishment potential to become part of the nuyuu brand which is all about value and state-of-the-art equipment in a clean, modern environment.”

UK FITNESS SCENE

About-turn for ex-officer Jonathan By Mary Ferguson

Pilates professional Min Grob has launched a new clinic in London dedicated to toning pelvic floor muscles. Min has been a Pilates expert for ten years and claims the discipline can help with urinary function and even love making. She said: “A toned pelvic floor can prevent incontinence, frequent urination and prolapses, and can even improve your sex life.” She added that there are also many benefits for men. “As well as being excellent for building strength, improving your pelvic floor through Pilates can help after a prostatectomy in overcoming and improving incontinence and sexual function.”

A FORMER army officer has swapped fighting for fitness and launched a new personal training business in Salisbury. Jonathan Parrot has taken out a lease on a converted barn and turned it into a private studio, launching Chrysalis Fitness in time for the early 2010 market. He said: “I’d had enough of the army and as part of my resettlement package when I left, I was able to qualify as a personal trainer. “I’ve been involved within military fitness for 20 years and was responsible for the fitness of soldiers but I hadn’t thought of a career in the industry until someone suggested it.” Jonathan said he is looking forward to helping a wide variety of people is aiming for the mid to high end of the market, particularly those who may be put off by busy gyms. “I did consider trying to get a job within a club but I’ve worked for other people in the army for 22 years,

so really wanted to work for myself. And I definitely believe the market is there for this.” The studio has been equipped with free weights and accessories by Jordan Fitness and Jonathan deliberately decided not to install CV equipment. “I have one water rower but decided there was no point in a treadmill because there are so many beautiful running routes around the studio. And I suppose it’s a throwback to being in the army but I would prefer to train alongside my clients, not just stand there pushing buttons on a machine.” Jonathan added that he doesn’t want his forces background to put people off, because his training style will be very different. “I have no desire to shout at someone in a field. I’m not going to go down the military-style encouragement route because it doesn’t appeal to everyone – especially the market I am trying to attract.”

Dean looks to the stars to help clients achieve their goals ...

Call for gyms to showcase classes

INTERNATIONAL fitness presenter Dean Hodgkin is helping clients achieve their exercise goals by analysing their star signs. Dean, a consultant to Ragdale Hall and Energie, uses people’s zodiac signs to find out more about their character traits, helping him devise effective workouts. He said: “I've constantly searched for a route to help people to stick to their exercise programmes and know that good personal trainers

GYM operators are being invited to showcase their dance-based workouts as part of a government campaign to get people healthy through movement. Let’s Dance Change 4 Life has been launched by the Department of Health, who have teamed up with the FIA to encourage the fitness industry to get involved. FIA members will be supplied with marketing mate-

will not only establish your desired goals but should also attempt to tap into your personality and then tailor workouts to suit. “I’ve simply taken this a step further, by asking clients their zodiac sign so I can quickly gain an insight into their conscious and subconscious character traits and so recommend ideal programmes to follow.” Sagittarians tend to be funloving, friendly and enjoy sharing so activities such as

dance classes and team sports would be advised whilst a sensitive, emotional Piscean might prefer the escapism of a mind-body format, such as yoga or Pilates. Dean added: “By matching exercise options to signs of the zodiac there is much more likelihood the workout experience will be a pleasurable one. “If this is the case people are more likely to stick to their programme.”

rial and invited to showcase their classes over the weekend of March 6-7, giving existing and potential members the chance to sample what’s on offer. A central website will allow people to search for classes in their area, and a top dance act will be getting on board to help promote the initiative.

UK FITNESS SCENE

Swimming star and TV personality Sharron Davies MBE has installed a home gym to use whilst training for ITV’s Dancing On Ice. The gym, supplied by EXF Fitness, has been kitted out with equipment including a Smith Machine, plate loaded leg press and hack squat, Versaclimber, NordicTrack cross country ski machine, cross trainer, rower and bike. She has also replaced her treadmill, added further freeweights and upright

rack, an X-Bag and Freedom Trainer. EXF's Charles Burch said: “Sharron is a bit of a sporting legend and British institution and we are delighted to have supplied equipment to her already impressive home gym. She still embodies what sports participation and staying fit and healthy is all about. “And if it all helps keep her in the best shape for her ice skating challenge then so much the better.”

Why practising what they preach is paying off for Kami and Liz By Mary Ferguson THE husband and wife owners of a blossoming gym in Scotland are looking forward to another successful year. Enterprise Health and Fitness, based in Kirkintilloch, was opened 18 months ago by Liz and Kami Kalsi and the pair said the business is going from strength to strength. They ran two promotions in 2009, including a buy one get one free that worked out at less than £15 per person and a £19.50 offer in January. Both promotions tied people in for 12 months, but many have renewed and the gym is also benefitting from a tide of members sweeping in from a local leisure centre. Kami and Liz juggle gym management with competing on the bodybuilding stage and last summer Liz came seventh in the British NABBA finals in the toned figure class. Kami also tasted success, being placed fourth at the UKBFF British Championships. Their training, he claimed, also helps them attract new members. He said: “People know they will get good advice when they come here and they listen to what we say because we practice what we preach.” The busiest period for the gym last

year after the January rush was the start of the summer, which coincided with the pair dieting in preparation for their competitions. Kami admitted it was quite stressful, but said he enjoyed it and would love to see some of his members up on stage too. “The gym is still in its infancy and a lot of the young guys are just finding their feet with weights but give it a few years and they will be up there. They are hungry for knowledge and I get hounded when I’m in the gym, but I love it.” Liz said she feels lucky that despite being sandwiched between two leisure centres, they are the only independent in the area. But she claimed that because they are now paying VAT, they may be forced to raise their prices to cover the extra £7-800 that will be going out each month. She added: “It’s a lot for a small business and I’m worried that by charging more, we will no longer be able to attract people by being cheaper than the leisure centres. “We knew we would get the point where we would be successful enough to pay VAT though and we are happy at the way things are going. We are very much looking forward to another good year in 2010.”

Liz and Kami Kalsi

UK FITNESS SCENE In two decades of operation, monthly memberships at Body Check have only increased by a fiver. To find out more, Mary Ferguson paid a visit as the club celebrates its 20th birthday.

How Glenn keeps his members and staff THIRTY of the 500 members at Body Check have been there since day one and the staffing team hasn’t changed since 1990. The most popular membership today is £35 for a two-year contract and 20 years ago, it was just £5 cheaper. And according to owner Glenn Campbell, the personal touch is why they are still going strong. He said: “Technology may have changed but one thing that hasn’t is what members want from a gym – and it comes down to service. They have seen the same four staff faces for 20 years and I’ve tried employing some personal trainers but to be honest they just haven’t cared enough, so I do it all myself. “We look after the members – we know them all by name and they always tell us if something is wrong.” Glenn said that despite many new gyms springing up around him, he has maintained his place in the market. But he has noticed gym usage changing as traffic problems worsen in the town. “People who work in Manchester are having to leave early and get home later to miss the jams, so some are choosing to use clubs in the city instead. But we are still very busy in the mornings and later on at night, as people decide to work out later on.” Glenn offers personal training free as part of people’s memberships but he said although no-one abuses it, he does have to limit it. And another way of keeping members motivated is to organise regular fitness challenges on the

Glenn Campbell outside his gym Body Check in Glossop gym floor. But he said that organising them only works if all the staff get behind them. “It’s no good sitting behind a desk and waiting for members to get involved, you have to get on the gym floor and promote it. I don’t ask people if they want to take part – I know them well enough to be able to tell them they are.” Regular social events are held, including sponsored pub walks and organised trips to take part in

10k runs. The gym also organises an annual kids fun run for children from three months to 15 years. The babies that take part wear their own little numbers and are pushed along by parents. Glenn added: “It’s really good for brand awareness as it’s open to members and non-members and we promote it through local newspapers and radio. I’d say it’s directly helped us get more business.”

UK FITNESS SCENE

Delivering expertise as well as equipment Vika with a pupil

Vika looking to lift stars of the future ... By Mary Ferguson A PERSONAL trainer and ex-Olympic weightlifter is promoting the sport she loves within schools in Newcastle. Vika De Giorgi is hoping to uncover strength stars of the future during her work with the youngsters, whilst also helping improve their health, confidence and wellbeing. Vika, who runs Vika Fitness, has been teaching girls at Walker Technology College to develop posture, muscular agility, synchronization, speed and coordination. She is now hoping to gain access to

other schools in the area, but admitted that convincing the powers that be can be a challenge. She told Workout: “I know it works and that it’s safe but it’s hard to convince others of that sometimes. “There are so many benefits for the kids though – they only compete against themselves and they develop discipline, which then leads to increased confidence.” Vika originally trained as a PE teacher and during her placement at a school, decided to introduce the pupils to weightlifting, with great success. She uses 5kg bars which look authentic, giving the youngsters a

huge sense of achievement when they lift them. Vika claims it could work in primary schools too, and is currently introducing the sport to her nine year old son. Joyce Matthews of Newcastle School Sport Partnership introduced weightlifting to Walker Technology College after being convinced of its benefits. She added: “We are constantly striving for new activities to engage young people, and Vika has the same philosophy that we have in the partnership. Sport changes lives and this could be one of these activities that realises untapped potential in our students.”

EXF Fitness are taking their expertise around the country to deliver a series of seminars on physical conditioning and performance. The equipment suppliers and manufacturers have teamed up with American partner Perform Better USA to line up a team of experts for the events, which begin in Ipswich on February 20. EXF's managing director Charles Burch said: “We have worked at the sharp end of elite sport for several years including work with bodies like GB Cycling and GB Taekwondo as well as top flight football, rugby and athletics. “We feel this is the right time to utilise our expertise and contacts in this field and take them to a wider public.” EXF's 'Learn By Doing' seminars will take place in Ipswich, London, Leeds, Manchester, Oxford and Birmingham.

UK FITNESS SCENE

In the first of our exclusive series of interviews with top level politicians, secretary of state for health Andy Burnham speaks to Andree Deane.

Why health campaigns are doing a fantastic job How important are government-led health campaigns like Change4Life in getting people to use health clubs and leisure centres? Health campaigns are extremely important – they give people the information they need to live healthier lives. Change4Life works with many partners including the fitness industry, whose More Active4Life campaign has done a fantastic job of opening the doors of health clubs and leisure centres to thousands of people. What can realistically be done to get more people to engage in fitness activities? Campaigns such as Change4Life are providing the right balance of support and information so that people can take responsibility for their own physical activity and diet. Research has also shown that one in four adults in England say they would become more active if they were advised to do so by their GP or nurse. That is why we have launched the Let's Get Moving programme which helps the NHS to support inactive adults. In addition, exercise referral schemes play an important role in getting people to become more active by giving people tailored programmes. I want to see a shift in NHS culture, so that the benefits of exercise are actively promoted. Will offering financial incentives ever really work? Activity levels fall dramatically after the age of 16 so, in partnership with the Fitness Industry Association and local authorities, we are piloting an incentive scheme to offer 5,000 16 22 year olds subsidised gym memberships. By reducing the membership costs of leisure clubs and providing an incentive to go regularly, we expect to see an increase in exercise levels.

Andy Burnham

Andree with Andy and his son at a football match

The pilot is targeted at those who are at risk of inactive lifestyles and living in less well off areas.

per week. The target encompasses sport and everyday physical activity such as walking, cycling, gardening and dance. Too often in the past, governments have expected major events to bring automatic windfall benefits. However, nothing is guaranteed without careful planning from the outset as well as working closely with partners.

Should the Treasury be encouraged to offer tax incentives to health club users such as VAT reductions? This is a matter for the Treasury but anything that can make health clubs more accessible whether it is cost, location or locally organised activities can only be a good thing. A great deal has been made of the 2012 legacy and its impact on the levels on participation in sport and physical activity. How realistic is it that the Games will have a positive impact on participation levels and to what extent? One of the reasons we won the Olympic bid was because we had a vision for the long-term benefits that we can get across the country by hosting the Olympic and Paralympic Games. We set a new target to get two million more adults physically active by 2012 by doing three or more sessions of at least 30 minutes’ exercise

What is the Government doing right to encourage people to exercise? We are investing in many programmes to get families and adults more active. We are investing in Natural England’s Walking for Health programme, the development of 2012 Active Challenge Routes, the £140m cross-government Free Swimming programme and the launch of Dance Champions groups. I am also determined that Change4Life ‘comes to life’ on the ground, offering tangible opportunities for people to become more active. The campaign’s many strands such as Walk4Life, Play4Life and Bike4Life help everyone to “eat well,

move more and live longer”. Early this year, the campaign will be extended to adults. I also think the Let's Get Moving programme for healthcare professionals is doing well to start a dialogue with people about their physical fitness. The scheme is already showing that GPs are extremely well placed to encourage their patients to be more active. Do you exercise regularly? Like anyone, it can be hard finding the time to fit in exercise around a busy lifestyle. However, I like to run as much as I can in my local park and always enjoy a kickabout with my children or taking them swimming. In 2009 I took part in the Great North Swim in Lake Windermere which was great fun and I’ll be looking to enter again this year. I To find out who will be interviewed next issue, follow Workout on Twitter – @WorkOutUK. What would you like us to ask the politicians? Email your questions to mf@whpl.net or call 01226 734712

UK FITNESS SCENE

‘Lumps and bumps stops many men and women exercising’ By Mary Ferguson PEOPLE are put off from joining gyms because they are anxious about their body image, it has been claimed. Research by Central YMCA, the UK’s activity for health charity, showed that negative thoughts about their lumps and bumps stops many men and women exercising. The charity also found that more than three quarters of the public want health clubs to make their gym environments more welcoming to people of all shapes and sizes. Other findings revealed that: I 77 per cent of people think that gyms should do more to attract people with a wider range of body shapes and sizes I 69 per cent of people think that gyms and the people who use them can be intimidating I 42 per cent of people say if instructors looked more like them they would be more likely to go I 85 per cent of people blame the fitness industry for promoting body image ‘ideals’. Rosi Prescott, chief executive of Central YMCA said: “We operate

the largest fitness facility in central London, and we have known for some time that concern about one’s body image might intimidate people in the gym environment, or might stop them from joining a gym altogether.” Lisa Clough, personal trainer at the club said: “There is a lot of pressure on people to look a certain way if they work in the fitness industry. I find that being a more realistic body size myself is often encouraging for a lot of people who want to exercise. Just because you aren’t the body image ideal, it doesn’t mean you’re not fit and healthy.” Personal trainer Rich Leigh, founder of Fat Free Fitness, blogged about the issue on his website and told Workout he had some interesting responses. He added: “I don’t think the fitness industry is to blame for promotion of body ideals. I think that as fitness professionals, it’s our duty to promote the healthy ideal – which means to me that we’re not endorsing extremes of obesity nor ultra-perfection. “I can understand that members may feel more comfortable with somebody who looks ‘more like

Lisa Clough them’ as the YMCA reported, but think that class instructors, gym instructors and personal trainers have a responsibility to practice what they preach.”

What the fitness professionals say ... Corey Springer, The Nark Side: “A trainer really can't win where the general public is concerned. A ripped trainer is 'intimidating', while a soft one is 'unqualified to offer advice'. To say that gyms are to blame is just ridiculous as far as I'm concerned.” Angelique Kronebusch, Angelique Kronebusch fitness and personal training: “There are too many excuses out there for people to not get in shape and this reason of too many fit people

at your local gym is a very poor excuse. People who go to the gym are there to get into shape. When I see someone busting their butts to get into shape, I have a lot of respect for them for choosing a healthier lifestyle. I think we, as trainers are supposed to be setting an example. I for one practice what I preach and I am in great shape and eat well.” Paul Harrison, Vires Fitness: “I think it’s often a problem that people don't really know what they want

from their gym, and therefore don't find a gym that actually suits them. Working out of Fitness First, I can say that, yes, we do have a few body builders. but about 90 per cent of our members are every day users there for health or shape reasons, and just trying to lose a little weight. However, if I was to go to Golds around the corner, that would be a very different story. It can however be the case that the serious users are the ones most noticed, which is where the misconception may come from.”

Members are nuts about Club Ginger THE owner of a club named after his own hair colour is experiencing booming business five months after opening. Andy Horne opened Club Ginger in Lydney last summer and told Workout carrot-topped members often ask for a discount. After a court battle to secure council approval for the high street site, he has exceeded membership targets and is now breaking even, securing a positive start to 2010. He said: “There was a need for a gym like this in Lydney as the other clubs in the area catered for either CV users, or bodybuilders. Here though, I’ve got everyone under one roof and have a 72-year-old training alongside a young guy with 22-inch arms.” Andy furnished the gym with £100,000 of Panatta equipment, after

being flown out to Italy to see it in action. “I’d spent a year travelling up and down the UK looking at different brands, but I was blown away by what I saw over there and am very happy with how it has benefitted the gym.” 26 classes a week take place and the Spinning sessions are booked up two weeks in advance. Andy is already looking at ways to secure retention, organising a ski holiday for 2011 which members can pay for in instalments alongside their monthly dues. He added: “It’s already generated a lot of interest and it means I can organise day trips to dry ski slopes and specific workouts around it. I really want to look after my members, so I can generate more business through word of mouth.”

Andy Horne

Advertiser’s Announcement

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UK FITNESS SCENE Born with a severe facial disfigurement, Jono Lancaster never thought he would have the confidence to set foot in a gym, let alone work in one. He told Mary Ferguson how he overcame his fear and became a personal trainer, helping others to feel better about their appearance.

Jono Lancaster and his girlfriend Laura

Jono finds confidence and love at the gym JONO doesn’t look like an average 25 year old but claims it never held him back during his time in the fitness industry. Born with the rare condition Treacher Collins Syndrome, his facial bones didn’t form in the womb, meaning he has experienced discrimination in most areas of his life. But working as a personal trainer boosted his confidence and enabled him to help other people with body insecurities get the best from themselves. He said: “I always wanted to be a PE teacher at school so I started doing a diploma in sports science and decided I should join a gym, so started going to a small local one near my house and really enjoyed it. “Friends and family started asking me for tips on how to get fit and I ended up doing a YMCA course when my diploma finished – I really enjoyed the training and passed with flying colours.” Jono then spent eight months applying for jobs and always took his CV in by hand, so employers would see his face straight away. He received a couple of letters telling him there were no vacancies, but

most of the time heard nothing. But then he was asked to attend an interview at Fitness First in Wakefield. “I was terrified. I had a big fear of large health clubs because I expected everyone to be perfect and beautiful and I have a phobia of mirrors. When I went to hand my CV in it took me half an hour to get the courage to leave my car and walk through the doors. “But no-one batted an eyelid about the way I looked during my interview and as soon as I started working I realised that all sorts of people went to the gym, not just those who were perfect.” Jono admitted he worried about how clients would react when they first met him, and feared they would be reluctant to open up to personal questions during fitness assessments. “I kept on telling myself that my face didn’t affect my ability to train someone, but I still had this fear. My first shift though was really enjoyable and all the other staff put me at ease, introducing me to the regular members. I realised all my worries and preconceptions had been wrong.” After he had been there nearly a year, Jono’s manager asked him to

start taking group exercise classes, but initially he was too nervous about standing in front of a big group of people, with all eyes on him. “I participated in a few classes and gradually began taking part of them myself until I felt I could do the whole thing. It worked wonders for my confidence in general life.” As well as finding confidence at Fitness First Jono also found love, after falling for Laura, one of his personal training clients. By this point, he had decided he wanted to run his own gym so to gain more commercial experience, landed a job in membership sales at Xercise, part of the Xscape complex in Castleford. “I struggled because I just didn’t have the personality for sales. I liked being on the gym floor in my trainers and shorts, not in a suit and having to shave every day. “But I was good at signing people up who were nervous about joining because I just told them my story, and they realised if I could do it then they could.” Eventually, his time in sales put Jono off a career in the fitness industry and he now works with adults

Jono and Laura on This Morning with autism. But exercise is still a huge part of his life and last month he competed in his first Tough Guy challenge, where competitors plunge into ice cold water, run through burning bales and weave through electric fences. “It’s the ultimate physical and mental challenge and I’d love to be able to work in a job where I had to take a fitness test, like the army or fire brigade. “But because my condition affects my hearing, unfortunately that will never be possible.” I Workout’s interview with Jono was filmed for a documentary ‘Love Me, Love My Face’, due to air on the BBC later this year.

UK FITNESS SCENE

No snow excuses for gyms By Mary Ferguson RESILIENT gyms across the UK have been battling to stay open despite heavy snow that brought the country to a standstill. The annual January rush was interrupted and operating made difficult for some clubs who became inaccessible to new and existing members. But Julie Broadway, owner of Atlanta Health and Fitness in York, told Workout that despite the freezing conditions, they have managed to open up every day and have signed up more new members than expected. She said: “January is traditionally a quiet month for us anyway as people round here tend to wait until they get paid in February, but we have been pleasantly surprised. “We’ve been busier during the day than usual as a lot of the lads with manual jobs haven’t been able to work, but in turn that’s made us quieter in the evenings. “We are on an industrial estate so the roads have been really bad but you find ways to cope. Some of the members helped me shift snow from the car park and when I couldn’t get hold of any grit, I used cat litter instead.” Despite being hit by heavy snow in Hull, Peak Physique has seen a

Heavy snow has made trading conditions difficult for some gyms. steady stream of dedicated users brave the cold for their workouts, even turning up on push-bikes and on foot. Co-owner Louise Bowering said: “We have a dedicated bunch here who refuse to miss a session. And despite the weather and doing no new year offers, we have had a lot of new sign-ups too. We’ve been very lucky.”

Not everyone though has been so fortunate. Sharon Roberts, owner of Fitness4Females in Gloucester, has been disappointed with new year business. She added: “I signed up four new members on the first working day of 2010 so I thought things would be good, but then the snow came. As well as stopping people coming in to join it caused problems for my

staff getting here too, so I had to cover a lot of shifts myself. “It did have some benefits though – because my children couldn’t get to school I sent them out doing promotional mail drops instead.” I How have you been coping with the bad weather? Let us know by calling 01226 734712 or e-mailing mf@whpl.net.

UK FITNESS SCENE

Members during the paintballing

Paintballing reward for loyal members By Mary Ferguson A GYM in Crawley treated its customers to a day of paintballing and food as they hurtle towards their membership target. Healthy Balanced Generation shelled out £1,000 for the social event, designed to reward members for their loyalty. And despite the snow, fitness co-ordinator Mark McKeganey said the day was a huge success. “We have turned the whole idea of spending money on marketing ploys and attracting new members

400% rise in memberships MEMBERSHIPS at Corby Leisure Centres have quadrupled in five months following a new direct debit fitness scheme that covers both the town’s sites. The 400 per cent rise across Lodge Park Sports Centre and Corby East Midlands International Pool has been driven by a five-year partnership deal with Alliance Leisure, which has seen the centres branded as a single identity with one membership package created across both sites.

New fitness suite opens at club A NEW fitness suite has opened at Ealing Squash and Fitness club, doubling in size and spanning two levels. Three existing squash courts have been converted to create more space and 65 pieces of Life Fitness equipment have been installed.

into concentrating far harder on those users we already have. They are the ones who have paid their membership throughout the year and will continue to do so into the future, so we wanted to thank them and show our appreciation. “We are not like some of our big competitors where we sign people up and then forget about them. 90 per cent of our users live in the local neighbourhood so everyone tends to know each other anyway and we always have summer events like barbecues. We also let people

bring friends and partners, helping us top boost membership.” Over 50 people attended the paintballing session and 40 tucked into the meal at a Chinese restaurant, after the event was advertised through newsletters and posters around the gym. The club now has almost 600 members and management have decided to cap it there, to prevent the floor getting too busy and them losing out to competitors. “When we ask for feedback from members, they tell us a big reason

they stay is because they can always get on machines and into classes. But we’d been hearing murmurs that’s starting to get busy so as well as looking at some new kit, we decided to cap the membership.” The gym ran a promotion in the summer that gave people August and September for £30, and according to Mark, 30 per cent of them then became full members, helping them towards their target. He added: “The champagne is definitely on ice for when we reach 600.”

Ladies-only gym boosts security after incident By Mary Ferguson A LADIES-only gym in Gloucester has hiked up security by installing a fingerprint recognition system for its members. Sharon Roberts, owner of Fitness4Females, decided to address entry issues following an incident in the summer, when a man walked into the gym and frightened some of the users. She told Workout: “It was a local handicapped man who is harmless, but he appeared to be drunk and was quite frightening. “The swipe card system was costing me a lot and there were a few incidences of people passing on cards to

non-paying friends, so I decided to do something about it.” Sharon was approached by French company Easydentic, who offered to use her gym as a test site for its fingerprint recognition system. Fitness4Females is now the only club in Gloucester to operate the technology and Sharon said both staff and members now feel a lot safer. “Before, I used to have to get staff to lock the doors as soon as it got dark which then caused problems with letting users in and out. “And often it will just be one instructor and a couple of ladies in at any one time. Also, we are based on a

housing estate so it’s not like there are other businesses nearby to go to for help if anything happened.” Sharon said that despite a few teething problems, the technology is working well. She added: “There have been some hiccups when the system hasn’t recognised prints straight away and a lot of the older ladies have taken time to get used to it, but it’s working out to be cheaper than the old system – and a lot safer.” I Do you have problems with security? What security systems do you have in place? Let us know by e-mailing mf@whpl.net or call 01226 734712.

A new leisure centre has been given an ‘excellent’ rating by an industry assessor less than a year after it first opened to the public. Blidworth Community Leisure Centre, opened by Newark and Sherwood District Council in January last year, gained its Quest accreditation following a recent two-day assessment. It came out with a first-time score of 84 per cent, putting the centre in the ‘excellent’ category.

20 TRAINING AND RECRUITMENT

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Esporta Leeds has appointed Richard Beaumont as its new general manager. Richard’s previous roles include operations manager for The Village Hotel in Bury and general manager for Greens Health Clubs based in Shipley, Wakefield and Sheffield. He said: “Esporta has a great reputation in the city and my focus as its general manager will be to build and strengthen that name.”

The owner of a pole fitness school in Swindon is celebrating her first batch of students passing their exams. Chrissie Davies runs Polefect and has now completed teaching pole fitness level one, a set of examinations recognised by the Open College network. 14 girls have passed and the majority will now go on to levels two and three, hoping to qualify at instructor level after that.

Keith launches training courses FITNESS expert Keith Morton has launched group fitness staff training courses to help operators maximise membership income and retention. Keith, three times British heavyweight

karate champion and personal trainer to screen tough guy Ross Kemp, has developed the courses for the industry after implementing them in his own and franchised Morton’s Fitness Clubs.

TRAINING – ADVERTISER’S ANNOUNCEMENT

Feeling fit? – try blood lactate testing Alan Runacres

By Alan Runacres, FCollP FISM. BSc Hons. DipHMan. MICM Dip Director of Training – WABBA Qualifications SO fitness fans, now the Christmas pudding is history many of you will be pounding the streets and treadmills or climbing for dollars (what film was that shown in- answers on a postcard please) on the VersaClimber to get back into shape for summertime (yes it’s only five months away!). As you try intensely with your cardio training you will be going anaerobic and producing a lot of lactic acid, the chemical compound that plays a role in several biochemical processes. It accumulates in skeletal muscles during extensive anaerobic exercise causing temporary muscle pain. Blood lactate measurements are a

way to appreciate the equilibrium between the rate of lactate production and elimination, being determined by the relative kinetics of glycolysis, lactate de-hydroginase and mitochondrial activity. However complex the science behind the regulation of lactate metabolism is, it does not prevent general practitioners or coaches from measuring and using blood lactate for the prediction of exercise performance. The anaerobic threshold, commonly defined as the exercise intensity, speed or fraction of VO2 max at a fixed blood lactate level, (the time when exercise burns in your muscles to me and you) has been accepted as a measurement of endurance ability, and hence comparable increases in fitness. The blood lactate threshold expressed as a fraction of VO2 max, is the same in elite long distance athletes as for example swimmers who have a blood lactate threshold very close to the velocity associated with VO2 max. The measurement of the post-competition blood lactate in short events has found to be related to the performance in events lasting from one to two minutes (400 to 800m) in run-

ning. Blood lactate measurements can help when selecting the correct exercise intensity for training. However, to interpret the blood lactate profile modification after training, the athletes nutritional state and exercise protocols have to be controlled. Moreover, improvement of VO2 max has to be considered as an assessment tool like all the factors of performance. So why can blood lactate testing be so important? While coaches have been very interested in measuring lactate production after a maximal effort, many are now more interested in controlling sub-maximal lactate production during training. This use of lactate testing is very important for runners, cyclists and tri-athletes as they spend much of their training on roads with uneven surfaces and frequent hills. It is important for the runner to know just how much lactate is being generated, but up until recently with the introduction of modern lactate monitors, this was practically impossible. But now we can do something called spot testing. Spot testing (or the monitoring of lactate levels during exercise) has become one of the more important uses of lactate testing today. It is used

to help athletes identify the proper practice paces the coach wants and also helps them with the proper pace during a race. Now mature athletes can be trained to take their own lactates at some appropriate spot in their run or ride. This is especially important since heart rates can drift higher at constant lactate levels for some runners and the athlete may not be putting enough stress on the metabolism to get the desired training effect. Coaches not only have to make sure the athlete is producing enough stress on the system but also have to prevent them from producing too much stress and use spot testing to achieve this. Just like Formula One race car teams find ways of tuning engines, which later become used by all car manufacturers, now we see the same scenario evolving with sports coaches using techniques which were traditionally just for competitors, and now personal trainers adapting them for their high street fitness clients. Until next time, spread the word and keep training real. I Alan Runacres has over 35 years’ gym experience, been WABBA director of training for 15 years and is the author of three books, and over 100 published articles.

VIRTUAL GYM AND REFURBISHMENT Three years after smashing membership targets, Mark Clifford has defied the recession and doubled the size of his gym. Mary Ferguson saw the refurbishment and found out why it’s been such a success.

Why Mark can’t help smiling at transformation By Mary Ferguson

Ultim8 benefits of Vibration Plate THE potential benefits of incorporating a Vibration Plate into your regular routine, whether you are an elite-level athlete, fitness enthusiast, or average user, are tremendous. We see these benefits not only in the results of independent research, but in the testimonials of our multitude of users. Vibration Plates can be part of a group exercise plan, personal training regimes or a quick convenient fix for people with busy lifestyles. Having Vibration Plates in your gym could give you a great secondary spend revenue opportunity. It will also add variation to a gym by giving the members an alternative piece of equipment. The three commercial models are: Body Shaper PRO, Ultim8 Vibration Plate PRO, Ultim8 Plate Pro+. All our equipment is designed for the UK market place with the British consumer in mind. Thus during the design we tried to find the perfect balance between quality, durability, size and power. The simplicity of our designs and use of modern materials. You should receive a call a couple of days after placing the order confirming your delivery date which will be either am or pm and then called again one hour before delivery. The delivery team will deliver the goods and most equipment requires some assembly, but should you have any difficulties, just call our after sales team and we will ensure we resolve any issues you may have. Enquiries: sales@ultim8fitness.co.uk 0845 226 0067

JUST off the main road in the centre of Long Eaton, a pavement sign declares the new-look Clifford Health Club open for business. And inside the front door, Mark cannot stop smiling. When he started renting the former lace mill in 2007, the existing club had just 80 members and took up a space of 5,000sq ft. Today, the business has spread over three floors and boasts over 2000 users, the majority of whom pay just £17.50 a month on a three year contract. The ground floor now holds the reception, lounge area, female changing room and ladies-only gym. Exposed brickwork retains the oldstyle feel of the mill and a portrait of Audrey Hepburn in Breakfast In Tiffany’s adds a feminine touch to the exercise area. Mark said the three leather couches provide a useful space to convert show-rounds to memberships and the introduction of a small cafe area serving juices, coffee and paninis is expected to generate useful secondary spend. The middle floor is now dedicated to cardio equipment and Mark has created long windows to maximise natural light. He has also installed a Freedom Climber climbing wall, supplied by Revolutionary Products. The top floor now houses static machines, free weights, male changing rooms and the studio, which has also been extended to double its original size. 45 new pieces of equipment were supplied by Fitness Systems. Mark said a lot of people go for the three-year contract but a 12-month one is available for £25. And with rent for the building set at £2 per sq. ft, he is able to keep prices down despite

investing £250,000 in the refurbishment. “Long Eaton isn’t a particularly affluent area and there have been a lot of redundancies but we have benefitted from people coming to us from other clubs. “The old gym was a nightmare to market when I first took it over because of the 80 members, 79 were men and it had a reputation as a bodybuilding club. So I lowered all the weights, changed the music and stopped offering pay as you train, as I believe that if you get people to commit, they will be more respectful of the facilities.” Mark has taken on a new member of staff and his partner Keri Mounsey now helps out as manager. He has also hired a beauty therapist, who works from a room on the ground floor. He added the mix of members is now just right – and he intends to keep it that way. “If I’m showing a middle aged lady around and there

are 50 users in the gym including one bodybuilder, it’s that one person she will remember. So if someone inquires about signing up and I don’t want them to, I just whack a high joining fee on to put them off.”

VIRTUAL GYM AND REFURBISHMENT

Maintaining the New Year enthusiasm beyond January By Matthew Januszek THE New Year is always a busy time for the fitness industry with everyone having big plans and high hopes that this will be the year that they ‘get fit’ or ‘lose weight’. All well and good in January. However, a recent poll of 4,000 people across the UK and Scotland found that only 20 per cent of men and 15 per cent of women actually stuck to their resolutions for a year or more. So, how are you going to keep your members motivated as the New Year enthusiasm starts to wane? A refurbishment is a good way to reenergise your facility, but before you do, think strategically about your short, medium and longer term goals. Quick fixes and gimmicks don’t work and can be costly mistakes. Introducing initiatives that set your

club apart from your competitors will not only attract new members, they will also give existing members a reason to stay. While it’s important that members feel that you are investing in the facility, you don’t need to blow the budget. In these current economic times, margins will be tighter than ever and there be limited money available for new equipment. However, for a relatively small investment, you can increase the exercise options and choose multipurpose equipment that will appeal to a wide range of users and also be used in a variety of different settings. The Move It! space, for example, incorporates a number of training elements and can be used by individuals, for one-to-one personal training, in a small group environment and also for large group sessions. It has been specifically developed to ensure a full body work out is achieved by encompassing speed and agility, strength, power, boxing and balance components. It is highly

effective, gets the whole body moving and the underlying principle is about having fun when you exercise. This kind of initiative is great for members – it avoids monotony and repetition, it’s very sociable and provides the support and encouragement associated with training in a group. It is a huge bonus from an operator’s perspective too. A multifunctional area gives a very high return on investment by optimising use of the gym or studio at all times of the day. It promotes greater interaction between staff and members, and can be very motivating for the fitness team as well by giving them new skills and more diversity in their work. Happy, motivated members achieving their desired results aids retention and the taster of activities more traditionally associated with PT based exercise, provides an opportunity to up sell other services within the club. I Matthew Januszek is customer solutions director at Escape Fitness

Peakbody launches specially-manufactured exclusive cardio range PEAKBODY Fitness Equipment Ltd are launching their own specially manufactured, exclusive cardio range. Managing director Angelo Citrone has commissioned the production of a highly engineered quality cardio range with the emphasis on reliability. He said it’s taken years to bring the range to the market and gyms can install it with peace of mind. The company is confident of the quality, which is backed with a full manufacturer’s 36-month parts warranty. The range is available with the latest electronic gadgetry

including 15”/18” high visibility screens and priced to beat the industry’s fore runners, without compromise on quality and reliability. To launch the range, Peakbody is offering the full range of cardio with its exclusive resistance/plate loaded equipment on 36month interest free client selectable packages through its ‘FlexiRentals’ service, which includes delivery, installation and the warranty. The treadmill motors also employ the latest energy consumption technology for substantial operational cost savings.

‘You can’t put a price on quality and service’ AS 2010 gets up and running, York have seen a huge interest in the commercial strength and sports performance ranges. The only reasons they can give for this is customers new and old are finally realising you can’t put a price on quality and service. The York STS strength equipment is just that, strong, durable, designed to be used and York boast large UK stock holding facilities. The range of pro-style dumbbells

are now used in gym chains such as Nuffield Health and with the crossfit style training in the UK expanding at a rapid pace, the York solid rubber and bumper plates are selling in big numbers. Nearly 50 per cent of the Guinness Premiership rugby teams use York commercial and performance equipment with two of them in the top four (Northampton Saints and Saracens), this surely justifies the

quality and performance of the equipment. Launched in 2009, The York Performance Centre program is being developed in conjunction with national governing bodies, training providers and local councils, whilst working closely with gyms, sports teams and personal trainers to assist in developing future athletes and the facilities available to them locally and for their community.

VIRTUAL GYM AND REFURBISHMENT

Wanted: personal trainers who want to increase their own portfolios INTELLIGENT Training Systems’ role is to share the latest proven exercise models by vetting and educating suitable personal trainers and specialist sports coaches.

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Audio/visual solutions from Hutchison’s HUTCHISON’s pride themselves on delivering top quality technical solutions, tailor-made to meet the most stringent of performance standards. Understanding that their clients have high expectations in respect of quality and that their clients, in turn, have equally high expectations. Hutchison Technologies are extremely fortunate to have state-ofthe-art research and development facilities at their headquarters in Dundee. This valuable resource allows them

to offer their clients a bespoke service, in addition to a much-acclaimed standard product portfolio. Hutchison’s skilled in-house designers and engineers manufacture, install and maintain a wide range of top quality, tailor-made technological solutions, including TV systems for fitness centres and access control systems for member control. Whether you’re an international hotel chain or a small private gym, you can count on Hutchison Technologies to provide a first class service and offer an unparalleled choice.

£3m boost for campus gyms AN investment of £3 million has helped The Manchester College refurbish its campus gyms. The college is located over 18 campuses around Manchester with four of these housing fitness facilities. The Northenden and Moston campuses have both been refurbished with around £100,000 being spent on 30 stations of equipment from Cybex’s CV and resistance ranges. In addition to the equipment, the facility at Northenden has undergone substantial building work converting

workshops into a new fitness suite, as well as the creation of a multi use games area outside and a new cafeteria. At Moston, the old gym, which is located in the basement of the building, has been refurbished including levelling the floor and adding a spa. A new hair and beauty department has also been added, as well as a restaurant. All of the college gyms are open to the local community as well as staff and students.

VIRTUAL GYM AND REFURBISHMENT

Highly-successful system proven time after time IN the health club industry, recruiting new members is five to six times more expensive than retaining members. Retention Management offers the fitness industry’s only automated member communication and retention programme. Providing an affordable, proven, research based retention programme that utilises the latest technology, Retention Management is the only business solely dedicated to communicating with and retaining your members. Providing informative targeted email communication, developing new member integration programmes and then monitoring attendance patterns to prevent future cancellations is like adding another full time job to your already busy schedule. Retention Management analyse attendance patterns and then ensure your members feel connected by providing personalised, attendance based emails with fresh wellness tips and content. Template driven marketing and prospecting emails also keep your members coming back aswell as increase your revenues. A few comments relative to why Retention Management’s service has

done so well in the industry: 1. RM work with the major ISPs to adhere to 'standard emailing best practices'. 2. You don't have to put much effort into managing the service. No need for new hardware, software or staff training. 3. RM do for clubs what you want to be doing in-house but simply don't have the time or resources to manage. 4. The service is based on the latest research related to retention. 5. It works! Retention Managements automated service is the easiest and most cost effective method of making a dramatic impact on your bottom line while at the same time improving your level of customer care. Nobody knows retention like Retention Management do, clients range from independents and trusts to Golds Gyms and Curves. Over the last eight years their system has proven to be highly successful, time after time, reaching millions of members every single week. Improvements to retention vary from 2-15 per cent.

Revolutionising fight against bacteria AN innovative new product set to revolutionise the way gyms and fitness centres fight bacteria is now available. GymGuard has been designed to reduce cross-contamination and infection of both gym users and fitness staff and is believed to be the first product of its kind targeted at the leisure industry in the UK. The product was originally formulated for use by aviation giants Boeing to clean and sanitise the high use cabin fixtures and fittings on board passenger jets. It has now been adapted to protect gym equipment and its users from the spread of 99.999 per cent of all known germs, and has been formulated to be effective against swine flu and the community-acquired MRSA superbug which has been contracted by over 100 men and women in gyms and sports centres across the UK in recent years. GymGuard is pumped onto a towel or piece of blue roll from a wall dis-

penser in the gym and wiped over the surface of equipment before and after use, and can also be used as a skin sanitiser as it is harmless when in contact with human skin. It then coats the surface of the equipment to neutralise all bacteria present and also provides a barrier to the spread of germs and bacteria in the gym which lasts for days unlike many traditional sanitisers which stop fighting bacteria as soon as they dry. The non-toxic, non-hazardous, polymer-based product offers unrivalled protection for gym users – killing a huge range of microbes, bacteria, fungi and mould while reducing cross contamination and infection between gym users. Due to its hydrophobic properties, GymGuard forces itself into hard to reach bacteria breeding areas – like the stitching on exercise bike seats – and then breaks down the developing bacteria. The product then forms a protective film excluding further bacteria from settling.

UK FITNESS SCENE

Getting value from your trade body By Dave Wright Creative Fitness Marketing WITH most industries the inevitable question on whether there is value joining their professional trade bodies or not always gets asked. For the fitness industry and in particular for the independent operator, the question is as common as ever. Is there value in my FIA membership? Well as an independent club operator and owner of a company who deals with independents around the globe, I'm lucky enough to have dealt with this question first hand. And up until now, the answer has not been very positive. It's worth mentioning that some people reading this will already be members of the FIA so will have made that decision in the affirmative anyway. But there are many clubs that still pontificate on the matter and it's exciting at what is on the horizon in our industry both on a macro and micro level. Firstly, the FIA have agreed to an exclusive membership for independent operators called IOU (Independent Operators Unite) which will sit under the umbrella of the FIA. Within this group there are over 60

down the Australian and Canadian fitness industries and the FIA have made an agreement that it will look after its members – a non-negotiable charge that will exist if you are not in fact members of the trade body. Also, there now exists a phenomenal health and safety document that supersedes all previous PAQ's that has taken over 18 months to research and produce included with IOU membership – not to mention the special links and connections with government to help boost memberships, save costs, increase funding and raise standards.

Dave Wright companies that have pledged their support for this sector with discounted services like never seen before in the industry. Basically, if you need insurance, want to buy a discounted treadmill or need servicing of your equipment, by joining the FIA under the IOU you'll save your annual fee almost at once. There is also a music licensing fight that has threatened to bring

Jordan supplies equipment for DVD JORDAN Fitness products have been associated with the hit ITV1 show ‘Biggest Loser UK’ in recent times. So for the release of the new ‘Biggest Loser: New Year, New You’ fitness DVD, Jordan were proud to be able to supply the fitness equipment used by the celebrity trainers during their routines. Jordan rubber dumbbells and medicine balls were used by the trainers, Angie and Richard, as they guide viewers through their intensive, calorie crunching workouts. These include cardio and resistance routines as well as intensive extras to hone in on trouble spots like tums and bums. The celebrity trainers demonstrate techniques using Jordan freeweights to enable increased fitness levels and weight loss. Motivation can also be an issue at this time of year so trainers Angie and Richard give their top ten tips for maintaining motivation at all times. The Jordan rubber dumbells fea-

tured in this production are the stylish and durable black rubber solid end dumbells. The unique Jlock system helps prevent loosening of the dumbell head and minimises maintenance. Jordan double-grip medicine balls, as featured, are ideal for adding variety to upper body workouts. They are perfect for circuits and functional training. With a premium quality textured rubber surface for excellant grip these medicine balls also have weighted centres for good balance. Sizes range from 5kg to 10kg and prices start at £25.34 x vat. For the full range of JORDAN functional fitness equipment visit: www.jordanfitness.co.uk or contact: zak@jordanfitness.co.uk

All these great initiatives will all be designed to provide information, support and a form of network to help all clubs of the fitness industry – especially the ones that had normally been forgotten about. And finally and most importantly, the FIA are willing to listen. For many years its lack of true independent representation has been engineered by the fact that it's the multi-chains that have determined who represents the specific sector. However, this seems to have changed and I’m extremely excited about it.

Members celebrate 1st birthday FOUNDER members of a hotel fitness suite in Sheffield are celebrating its first year of operation. The Copthorne Hotel's Gym Plus is situated within Sheffield United's hotel at Bramall Lane, and has enrolled more than 500 members in the first 12 months. The first 150 members to the gym received discounted membership of £25-a-month for life, as well as benefits including complimentary training sessions, free guest passes and additional access to United’s second Gym Plus on the other side of the city. The majority have renewed their membership and a few joined Gym Plus staff for a celebratory drink and a slice of birthday cake.

Factory launched HASLINGDEN Sports Centre has launched Alliance Leisure and Shapemaster’s second Feel Good Factory. A full £50,000 circuit of toning table equipment has been installed at the centre, which is run by Rossendale Leisure Trust, as part of the Feel Good Factory concept. The scheme works 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.