Work Out (December)

December 2008

The UK’s No 1 fitness industry magazine

Gym manager looks for sign of support

By Lyndsey Smith A GYM manager is calling on the government to back his unique scheme which aims to get the country fit.

Greg Laurens, of EZE Fitness in Redditch has developed a programme called Adopt a Street – which will encourage residents, aged ten or over, to take part in a six-week exercise programme, working out three times a week.

He has contacted MP Jacqui Smith to ask for her support in implementing the scheme on a wider scale should it be successful.

Fitness manager Greg said: “This is a project I am very passionate about and I am determined it should succeed.

“As far as I’m aware this hasn’t been tried before and we hope to encourage the community to come along and have a go.

“We need to start with small steps, run a test project and gather and assess data to see whether it would be feasible to extend.

“My aim would be to get a government figurehead should be the project be successful.”

Local media has agreed to help Greg with his search for a street that wants to take part. Once they are selected,

residents will be offered group sessions and individual assessments to find out lifestyle habits and fitness levels.

Each session will incorporate a gym or studio based workout and Greg stressed that the screening process will be stringent.

He added: “People will be assessed making sure everyone is fit to exercise and there are no serious health problems.

“All programmes will be tailored to specific needs. For example if the person wants to lose weight, exercise will be more cardiovascular based and for people wishing to gain muscle more resistance based.

“We want to work with the local community and help educate people how to live a healthy, fulfilling life.

“The only cost to us is the publicity and although it would be great if people joined afterwards we don’t see this as a way to make money – we just want to help those who want to exercise and maybe can’t afford it, or those that struggle with physical activity.”

A graduation night will be held to congratulate participants and the most successful will win a free lifetime membership to the club.

No 183 £3

FLAME awards quit LIW

Sky Sports presenter Georgie Thompson is joining forces with her personal trainer to create a new fitness company Superchick. Georgie and Cat Dugdale are pushing fun workouts for women and also offer online training. For full story, Page 26

THE FLAME awards are leaving Leisure Industry Week to form the centrepiece of a brand new industry event from the FIA. Combining the awards, the Industry Summit and the FitPro Business Conference, the two-day programme is to launch in June next year.

The FIA Industry Summit, which attracts high-profile political and industry figures, will take place on the second day and the FLAME awards will be the culmination of the two-day programme.

David Stalker, FIA operations director, added: “We’re excited about this new event, which promises to be an impressive and focused gathering of the whole health and fitness industry, and we feel that the new format will benefit the industry as a whole.

“A large part of the FIA's mission is to drive industry standards across the board and so in this, our first conference, we feel it is appropriate that we challenge operators in all sectors of the industry to step up to the mark.”

UK FITNESS SCENE

3

Nigel defies the odds and climbs Mount Snowdon

By Lyndsey Smith A FITNESS instructor in Grimsby has defied the odds and climbed Mount Snowden on crutches despite once being told he would never walk again.

Nigel Bolton, of the Grimsby Institute’s Bargate Fitness Suite, sustained head injuries, fractures to the top of his spine, torn knee ligaments and five breaks to his leg in two horrific motorbike accidents in the 1970s.

The accidents left him paralysed down his left side but he says sheer willpower has seen him defy the medics.

He said: “After my second accident, I was given three hours to live as I was unconscious for such a long time.

“Having come around, I was told I wouldn't walk again, but I've got a lot of willpower and was determined to fight it.

"I have had a lot of operations and I gradually managed to walk again. I want-

ed to climb Snowdon to raise money for charity and I think I was the first person ever to do it on crutches."

Nigel, who was spurred on by a threeman support team including colleagues Mike Burton and Sue Tyrrell and friend Harp Chatha, said it had been a real team effort.

"I was so tired and it was really hard,” he said.

“The last quarter seemed to go on forever. People kept saying five more minutes but, in the mist, the top seemed to keep moving away from me.

“At first it’s tough getting into your stride, then after a while the crutches start to rub under your arm and your fingers ache from gripping so hard, but every step was worthwhile.”

Nigel raised £2,500 for St Andrew’s Hospice in honour of his late mother and father-in-law who both had cancer.

Nigel Bolton and Mike Burton who are both trainers at the Institute's Bargate Fitness Suite

Fitness firms in merger TWO fitness companies have merged in a bid to strengthen their portfolios.

Kit supplier Pulse and Wellness UK a children’s interactive fitness solutions provider – have joined forces to introduce new initiatives.

Christopher Johnson, managing director of Pulse, said: “In today’s current climate of obesity, in both kids and adults, there is a specific need to get kids active, and together we are committed to an ongoing programme Advertising Sales and marketing director: Tony Barry

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

Editorial Group Editor: Andrew Harrod

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

of developing and introducing new and innovative fitness solutions to aid operators and to make physical activity more fun and enjoyable for all the family and the wider community.”

Wellness UK combined the launch of its interactive dance mat solution and the launch of light space interactive play wall and play floor with the Pulse range of commercial fitness equipment.

Mary Ferguson Tel: 01226 734712 Email: mf@whpl.net

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

www.workout-uk.co.uk

A £2m gym has opened in Baker Street with the area’s first dedicated square boxing ring for training. The Fitness First club also has two exercise studios, one for group exercising and one for spinning classes. Workout programmes in the group studio include Yoga, Pilates, Body Pump,

Body Combat and Body Balance. All cardio equipment at the club will be linked to the Cardio Theatre programme. Celebrity hairdresser Daniel Galvin was the first member through the doors and says he will use the gym to train for a trek around the Himalayas.

UK FITNESS SCENE

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‘Credit crunch not hitting the industry’

By Mary Ferguson

Lucy Day has been appointed as the new general manager for Bannatyne’s Health Club in Folkestone. Lucy, 29, is an accomplished personal trainer who has worked in Australia and New Zealand. She owned and operated her own business specialising in personal training, group fitness and sports therapy.

Olympic kayaking champion Dr Tim Brabants has been appointed as the UK’s first Matrix Ambassador. The Team Matrix will be a core group of elite sportsmen and women and Tim will join physician Dr Tim Anstiss and sports scientist Matt Coulson, who are also advisors to the company in the UK. Jon Johnston, managing director, said: “We are very proud to announce our ongoing relationship with Dr Tim Brabants and keenly await his feedback on the Matrix Functional Trainer, which is one of the most versatile strength training systems on the market.”

THE global financial crisis has not affected the fitness industry, according to a major report that shows gyms are holding their own.

Statistics from the IHRSA 2008 Global Report, a review of worldwide health and fitness industry performance through 2007, showed that last year the international health club community continued to expand.

The total number of health clubs increased by six per cent worldwide and revenues increased by over ten per cent.

IHRSA president Joe Moore said: “Historically recession-resilient, the global industry is becoming more sophisticated to meet the needs of an ever-expanding range of health club members.

“We are seeing different types of business models emerging that fill certain niche markets and that’s happening not just in the U.S, but also all over the globe.”

Worldwide, as a percentage of the population Australia has the most members with 19.5 per cent while the UK is in joint sixth place with Norway at 11.8 per cent.

However in terms of actual number of members, the UK is second only to America with 7,160,000 members and 5,714 clubs.

Club membership in the US jumped from 20.6 million in 1990 to 41.5 million last year, when the industry recorded revenues of $18.5 billion.

And the top ten countries – including the UK, US, Spain, Germany and Australia – account for 81 per cent of the world’s health club members.

IHRSA president Joe Moore The report also looked at trend developments and Hans Muench, IHRSA director for Europe, predicts big things for the micro-club concept.

He said: “While there are over 10,000 fitness franchises in the states, and just several thousand in the rest of the world, new variations on the concept are constantly springing up.

It’s quickly becoming a fast-growth segment of the market.”

But Kathleen Rollauer, senior research manager at IHRSA, warned there are still risks to the industry.

She added: “While the fitness industry has held its ground so far, it is certainly not immune to economic factors. It also continues to experience increased competition, staff shortages and rising expenses.”

Video game kit will fail to hold interest – expert

By Louise Cordell AN industry expert says members will lose interest in fitness kit which uses active video games – unless proper workouts are designed.

Dr Alasdair Thin is a lecturer in human physiology and has carried out research into active video games and their impact on health.

He says while they can provide an extra attraction for a club, instructors need to make sure that members stay motivated once the novelty wears off.

He said: “Gyms should be very cautious about simply replacing one type of machine with another. Exergames are supposed to be a fun and social activity – so an under used row of gaming machines will be no different to a row of treadmills.

“Clubs need to be very careful to adapt and tailor their equip-

ment and layout as well as working to motivate and educate their members about this new method of exercising.”

Dr Thin warned gyms that introducing exergames should not necessarily expect an influx of new members.

He added: “Gyms are often rightly reluctant to splash out money on new equipment if they are not sure they will get a return on their investment.

“I usually recommend dance mats as a first step as they have a wide appeal, are not particularly expensive and are fairly portable and stackable.

“They can also be used as part of a class, rather than in a normal workout, meaning that their main attraction, the energetic, social interaction, is not lost.”

Dr Thin believes that currently one of the biggest challenges for

gyms is that the technology is not yet advanced enough for it to adapt to each user.

Fitness professionals are not able to tweak the game play to match the users’ personal profile in the same way that a personal trainer could adjust an exercise sequence.

Dr Thin says instructors should work the exergames into a balanced routine and set game challenges, like reaching a certain score or level.

He added: “The point is we want to get everyone in the country moving, but realistically there will never be enough gyms or personal trainers to facilitate that.

“Technology can be the way around the problem – there are many challenges but also exciting possibilities – so with enough education and development we should be able to achieve our aims.”

Dr Alasdair Thin

UK FITNESS SCENE

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Ronaldo helps Alan near membership goal Ronaldo with Alan and wife Julie

By Lyndsey Smith CHRISTIANO Ronaldo and a coincidental marketing campaign has led to one gym owner in Stockport considering a waiting list for his membership.

The Kingfisher Health Club held its first awareness campaign in seven years of trading – and was approached by Portuguese and British film crews looking for locations to film an advertisement with the Manchester United star.

Owner Alan Marsh said: “The crews were looking for somewhere near where Ronaldo was based and they looked at around 15 locations in the North West.

“They came to us and took over the gym for half a day and we gave half of the filming fee to Cancer Research. It was great publicity for us and sat nicely with our own campaign.”

Alan’s plan was to try and increase membership from 1,800 members by a further 200 members to take him to capacity.

But, he admitted, getting those members was an achievement as he is not allowed to have any signage notifying the public his gym is there.

He added: “We are a grade two listed building so are not allowed a

sign outside and it’s quite frustrating that even people who live in close proximity don’t know we are a gym.

“All our previous memberships were word of mouth or a friend of a friend which has been great and since we opened we have always had, on average, a twenty month membership retention rate.

“In the run up to Christmas though we thought it would be a good idea to push the gym a little bit more and try to get to capacity and it has proved very successful.

We are nearly there and if it continues at this rate we will have to

look at having a waiting list.”

The gym has a pool area with sauna and steam room, sun room and a spinning and aerobics studio.

Alan added: “We have gained a reputation for being a friendly, non-intimidating gym and are dedicated to making every member’s visit to the club an enjoyable experience.

“We like to look after our customers’ wellbeing and to offer them professional advice and I think we tick all the boxes which a lot of the bigger chain gyms don’t tend to do.”

BMF signs up for initiative

By Nicola Hyde

Evade BlackBelt School in Glossop has opened a fitness suite.

Champion school opens suite

By Louise Cordell A MARTIAL arts school that has produced three world champions has now opened up a fitness suite to offer its members more variety.

Evade BlackBelt School in Glossop, Derbyshire opened 11 years ago and has already attracted over 100 members to its new gym.

Owner David Breed decided to expand the club onto a second floor to provide extra space for private and small group lessons but later decided to add the gym.

He added: “I decided to transform the space into a fitness suite for the use of my existing members and to attract some new clients from the local area.

“Running classes all the time is demanding and time consuming, so the fitness suite is useful because

members can use it alone and they do not need so much supervision.”

The gym has now been open for just under a month and is growing fast. It was introduced to current members at a reduced price of £10 per month and about 70 existing pupils signed up. David added: “We now have 110 gym members and that number is growing every day as word spreads.

“We now have better facilities that the local authority club and our martial arts classes appeal to women as well as men, so we are optimistic about the future. My aim is to get to about 250 regular users, so we can keep the place busy, but not overcrowded.”

The gym was kitted out by Fitness Systems who designed a layout with separate cardio, strength and free weights sections for the small place.

BRITISH Military Fitness has signed up for the Sweat in the City initiative to offer young women free access on the 12 week scheme.

The programme is aimed at women aged 16 to 24, who live in London and do little or no exercise.

Barney Larkin, marketing manager at BMF, said: “We have made three of our London venues available for the Sweat in the City programme, giving London women access to hour-long sessions with ex-army physical training instructors.”

Participants receive 12 weeks of free gym or BMF membership, fortnightly group exercise sessions, access to the Sweat in the City online social network and support from an online mentor.

The findings will be used by WSFF to inform its ongoing work.

INDUSTRY SPOTLIGHT

6 New Expressions Health and Fitness in Nottingham is aiming to change perceptions of local authority health clubs and provide real competition for the area’s big name chains. Louise Cordell reports.

Club meets the giants head on THE club is managed by Parkwood Leisure on behalf of the council and has gone from 30 to 50 stations, increasing the size of the cardiovascular and strength training suites.

It has also retained its Inclusive Fitness Initiative accreditation, providing equipment for wheelchair users and other disabled members, and has a separate toning suite, targeted specifically at senior and deconditioned users.

Marcos Szysler, club fitness manager, said: “We are aiming to provide something a bit different to what people would usually expect.

“I really think that the old stigma that surrounded local authority facilities is starting to be dispelled.

“Nottingham is saturated with big

chain clubs and one of our main aims now is to raise awareness of our gym and make us a viable alternative to those well known names.

“We actually see all the bigger clubs nearby as a bonus, because it makes it easy for their members to drop by for a visit and see what we have to offer instead.”

It also aims to keep hold of members by providing a more personal service and helping clients get great results.

He added: “We work hard on retaining members, like any club, because it is cheaper and easier to keep the clients you have than to attract new ones - but it is also a difficult battle to win.

“We try to speak to our members as

Site move sees rise in member numbers at fitness centre

By Lyndsey Smith A GYM in Bourne has reported rocketing member numbers after moving to a bigger site six months ago.

The Universal Fitness Centre has seen figures rise from 280 to over 700 after owner Harvey Taylor accepted a proposal from his landlord.

Harvey said: “He had come up with an idea of a purpose built leisure facility and he asked if we were interested.

“We were a small gym but we had a good reputation and a good steady client base but we were outgrowing where we were and on the lookout for bigger facilities.

“We had an advantage in that our only real competition is the local leisure centre – with the town not being big enough for one of the bigger chain gyms – and we thought it

was an opportunity just too good to miss so we went for it.”

Universal Fitness Centre grew from a 2,500 sq foot site to over 7,000 sq feet and it took two months to kit out, using kit from Technogym.

He added: “We were given an empty shell which we had to kit out ourselves. We needed flooring, lighting, equipment, changing facilites and it was a big initial outlay.

“It has proved to be worth it though and we can now offer a bigger studio for classes, a bigger main gym and a sauna area.”

Harvey admitted it is a worrying time and he has noticed a drop off in the number of new members signing up.

He added: “It is to be expected in these hard times. We just need to ride out what’s happening and hopefully it will get better soon.”

much as possible to find out if they are having any problems so we can help them out.

“It is also a good chance to make sure that they are putting in the effort needed to get the results they want because results mean satisfied customers.”

The club provides members with individual six week fitness programme to give them some of the benefits of personal training and help them feel they are getting results for their money.

People who cancel their membership are also given exit questionnaires for feedback on the running of the club which can then be used to improve performance.

He added: I think the current eco-

nomic climate will have a big effect on the fitness industry over the next few years, but clubs can make that work to their advantage.

“People will be looking at ways of saving, but their fitness goals will still be important to them - so rather than giving up the gym altogether they will just be looking for more affordable options.

“I think there will always be a market for very luxurious clubs as well as for the budget options.

“But there are also a lot of people who want the best of both worlds somewhere that offers more than the basics, but is also very affordable and that is where we have tried to position ourselves.”

A new piece of weightless workout kit has hit the UK market.

Versapulley – from the developers of the Versaclimber stepping and climbing exercise machine – is already being used by stars like Rafael Nadal.

Neil Kelford, managing director of Versaclimber UK, the company behind the machine, said: “The Versapulley is revolutionary, because the design makes it so versatile.

Everyone who uses it, from professional athletes to novices, comments on the varied and challenging work out the Versapulley provides. It’s like having a whole gym at your disposal, but all inside one machine.

“It can cater for all ability levels without the need to even change its settings, making it perfect for group training or use in gyms.”

The Versapulley’s design offers explosive force resistance across all planes of motion without the use of weights.

LETTERS

8

Fitness offers have been refused 30

Bid to keep young active

I The story in the November issue of WorkOut.

KIDS’ FITNESS

Gyms should forge stronger links with schools says expert

A LEISURE centre has launched a new initiative aimed at helping young people learn through sport and stay active.

The Christie Miller leisure West Wiltshire, has launche centre, Outward Bounds program d the me,partnering up with local primar to offer a six week fitness y schools, scheme.

The programme is fully structured

By Christina Eccles with four weeks of varied exercise and education session s, a week GYMS should forge stronge involving a visit to the r links centre, with schools to encoura week with a mini-tourname and a ge nt and exercise as they get older, girls to presentation. according to an expert.

Rich Ayling, fitness manage r at YWCA policy develop Christie Miller said: “The ment officer focus of the Lucy Russell said most project is to work alongsi people the de schools organisation works with and teachers to help have had a educate bad experience of PE and active format. Outwar in a fun in school which puts them off exercisi aims to improve fitness d Bounds ng once they levels leave. as improve learning opportu as well nities by She believes if gyms and offering different educati schools onal experiworked more closely ences. with each other, they could encourage “We are confident the girls to like programme exercise and the gym can help encourage childre environment.

She said: “Gyms could community to lead healthi n in the make links er with schools and offer lifestyles. taster sessions so that girls could go “The project is providi into the gym ng positive environment, find out experiences in leisure, how which and see they are not scary. they work ing to create future project is helps.

By work“They also need to make the gym ing alongside teacher a s and PE coordi- ‘safe’ space – we find a lot of girls nators it is improving like community a women-only environ sport, which in turn gives ment as going through puberty can the ability to learn throughchildren make them feel a differuncomfortable about ent focus and experie their bodies. nce activities “It is also important to they would not usually offer differparticipate ent types of exercise to in.” open their minds so they know there is more on

PAUL HARRISON, manager, Citigym AFTER reading the comments in Workout with reference to forming stronger links with schools, I would like to agree with Sharon Wickens of the ladies-only gym Paradise Walk.

We currently operate the only independent gym in and around the St Andrews area of Fife and have offered several times to the local schools the option of free fitness classes and exercises for the children as an option from the usual topics available in school.

offer than for boys to play and girls to play netball. football Popular alternatives include exercisi ng to music, dance or swimm ing.

“Making a partnership is ment from both the schoola commitgym. But for gym owners and the it is also important that they are aware of the curriculum as they cannot just come in and do anything – it needs to meet the school’s needs.”

Workout has previously reported that independent gym owner Sharon Wickens, of ladies only gym Paradise Walk, hit out at schools which she claims dismissed her efforts to get children into exercise and eating. She said she had healthy been inspired to offer discoun t memberships and fitness classes for schools to help crack the obesity epidem But, she claims, she received ic. only a negative response and a lack of interest from the schools she visited.

I What do you think?

Send your comments to Christin a Eccles at 47 Church Street, Barnsle y, South Yorkshire, S70 2AS or email her at ce@whpl.net.

Lucy Russell

Just like Sharon this has been refused by the school head and Fife council.

Lucy Russell of the YWCA needs to know that gyms such as ours have tried to work closely and forge links but the schools seem to be stuck in their own little bubble.

This is nothing new that she is suggesting and think she may want to research a bit more before suggesting such comments.

Partnership forms firm links with local gym ROB VAUGHAN, Sutton School Sport Partnership, St Helens Council I HAVE just read your article about kids’ fitness in this month's Work Out magazine.

As partnership development manager for the Sutton Partnership in St Helens, Merseyside, we have established a firm link to a local gym which I believe is an example of good practice.

St Helens Fitness 500 have supported the schools for the last seven years.

The gym has been closing the ladies only section to its members on set days, to allow Sutton High Sports College to deliver GCSE sessions to its pupils.

St Helens is currently second highest in the North West for pupils with obesity.

Although St Helens Fitness 500 can't address this alone, they are doing as much as possible to accommodate its members whilst also supporting our children.

Realistically pupils from the immediate locality are the only ones able to attend regularly in their own time.

However, as a result of the work between Sutton High Sports College and St Helens Fitness 500, a similar programme for key stage four girls has started at a council facility on the other side of town.

Industry must understand impact of financial crisis TONY MAJAKAS, managing director, Technogym FOR 2009, the industry will need to understand the impact of the financial crisis and to understand when banks will start releasing funds for new developments.

This will have an impact on industry growth and in terms of us predicting which products and ranges might be most popular in this uncertain climate.

We will also need to under-

stand the effect of a consumer credit crunch for operators.

For example, how robust will their membership renewals be?

What must operators try to do to retain their existing membership base?

This will mean that operators will need to add even more value to their customer base wherever possible.

We will collectively need to spread a shared message to the UK that there is something available to all that is great value for

money, healthy and positive: Wellness.

This will lead to a healthy body and healthy mind is is the most fantastic lifestyle for us to all enjoy – it is based on a fuel that we all have in abundance: human energy.

Health is our engine for the future – the industry's growth will focus on designing fun, new ways to move our bodies.

People will win by working to a plan and adapting to the conditions.

Tony Majakas

Use December to prepare Is enough thought being put for New Year rush to those who really matter?

IAN MAHONEY, Reebok Club THE festive season is a time of year when footfall drops and the public concentrate their efforts on shopping, eating and socialising.

Some clubs opt to use the festive season as a trial period, giving potential members the chance to try out facilities on 12 of the quietest days of the year.

With many members away for much of the season waiving subscription fees in December can be an option.

Why not take advantage and do the groundwork for the January rush? Get those rotas sorted, fix outstanding maintenance issues, and get staff training done where possible. This will ensure that your club will be tiptop and refreshed and ready to face 2009 with aplomb.

As always a New Year offer should be at the ready with marketing ready and media booked and in place. But this doesn’t mean a low key December offer is out of the question.

By Jonathan Williams, SHOKK MD IN PARALLEL with the various obesity/ physical activity taskforces I now sit on and following some hugely interesting recent meetings I have been involved with, the topic of operational success and adult influence could never be more critical.

This entire debate is at the crux of everything we do and say as influencers of young people. Are we doing enough?

Are we providing adequate facilities?

Adequate staff? Adequate training?

Adequate opportunities? Adequate advice? If the answer to all of these is yes, fantastic. Although I have the sneaking suspicion that as the levels of obesity and inactivity are rising in every developed territory on the planet there is certainly room for improvement.

It has been fascinating for me to see the youth industry grow but the biggest issue for me is, whilst people are seeing opportunities to cater for what is evidently a growing demand, is enough thought being put to those who really matter?

I have had numerous conversations with operators who say they offer things for kids and their staff are youth focused Ian Mahoney

but when you actually get to the delivery point the reality can be very different.

How can we aim to make a difference when historically, the operators have hinted that ‘kids don’t make you money in health clubs’ a very narrow minded short term view.

Although my response always was ‘how can you expect to be successful if you don’t engrain an holistic approach to dealing with young people in your organisation?’

This message has now begun to get through, and our shift from supplier to operator bears testament to this.

It is no surprise to me that as the quality and credibility of our offering has improved and increased the retention of our members dramatically, and so in turn the financial returns. SHOKK is as much about what a child eats when they are at home as it is about their conduct in a health club or leisure centre.

Like every other demographic young people, when they see and hear that they are receiving good service/ value for money, return. A varied, exciting and content rich approach are fundamental to this success.

UK FITNESS SCENE

9

Crunch-hit gyms could find new marketing ways

By Christina Eccles GYMS struggling to beat the credit crunch could help themselves by finding new ways to market their business, according to one independent gym owner.

Julie Baldwin – who owns ladies only fitness, image and beauty studio Style and Tone – said that although her biggest challenge is the credit crunch, gym owners may be able to beat it by working harder to attract new members.

Julie said: “One of the things you have to do when times get tough is to look harder for your customers and find different ways to market. It is about footfall through the door and I know that once people are here they will love it.

“The key is how you market yourself. You have to use various mediums to get your message out and realise that marketing is not just about brand awareness but actually getting people coming through the door.”

The business opened in March and already Julie has tried out two open day events to market Style and Tone, with one proving too successful for its own good.

She explained: “People were queuing outside to get in and we couldn’t get round to speak to everyone. This meant we didn’t convert as many as we should have done.

Co-owners Simon Baldwin and Julie Baldwin with image coach Susan Allen “But everything is a learning experience so for the next open weekend we held, we limited numbers and spread it over two days. This made it more steady so we were able to see everyone.”

The gym – situated near Birmingham – has achieved great success in offering quick workouts incorporating circuit training and Power Plate – allowing women to get results without having to spend long periods of time exercising. It also combines the fitness element with lifestyle and beauty and other features include a skin clinic and style consultations.

Masai in training for 2012 AN Olympic hopeful is training at a gym in Stevenage in preparation for the 2012 games.

Swimmer Masai Zebechaka, pictured above, has been training with Juanita Duffett, the wellness manager at Stevenage Swimming Centre, using the Kinesis kit.

Juanita said: “We carried out several strength tests on him, which indicated that his core muscles were actually rather

weak, potentially costing him vital seconds in the pool. We provided him with a personalised training programme to help improve his posture, strengthen his core and to mimic many of the swimming styles, all using the various Kinesis modules.”

Kinesis has proven beneficial in other areas of the centre. A GP referral scheme has been in place for the last ten years.

UK FITNESS SCENE

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Ian’s new studio sparks membership boom

By Lyndsey Smith AN INDEPENDENT gym owner in Northumberland has reported a membership boom after installing his first studio for group classes.

Ian Simpson, of the No Limits Health Club, Alnwick has owned the gym for 11 years but had never had a studio.

He said: “We always had free weights and resistance and cardiovascular machines, but never gone that one step further.

“It stemmed from my decision to relocate. I leased premises and was looking to buy my own but the cost just escalated.

“It went from £100,000 to £200,000, and that was without a mortgage, just doing the facility up and kitting it out.”

Ian decided to stay in his own premises and create a new studio, kitting it out with the virtual-reality

based X-Biking. He spent £45,000 refurbishing the gym and £15,000 creating the studio.

He added: “We have a 60 inch monitor, blacked out room, themed lighting, music, and an instructor, and I know from experience it really works.

“A hard 45 minute workout can burn a 1,000 calories and I think the variety in the screened locations and music is a great motivational tool.”

The classes are open to members and non members and Ian believes this has been a factor in increasing gym membership.

“We publicised fairly well and there has been a positive knock on effect in other areas.

“People have to walk through the gym to get to the studio and they may see people they know who they never knew attended.

“Also seeing the gym first hand

banishes the intimidating pre-conception they may have, they can see it’s not so scary, so we have had more new members joining.”

The gym now runs 15 X-Biking classes a week but has no plans to add more as it is now at capacity.

Ian is celebrating after member Ben Harnett won the NABBA central Britian bodybuilding competition.

In 13 weeks Ben went from 20 stone 8lbs to 16 stone 8lbs, after Ian devised a training plan for him.

Ian said: “The transformation in Ben’s body is amazing and the dedication and hard work he has put in over these three months is to be commended.”

UK FITNESS SCENE

11

Five years after opening up a gym and health club in Spain, Verity Sawyers has returned to the UK, hoping to repeat her success closer to home. Louise Cordell reports.

One of Verity’s main plans for the club is to introduce more group fitness classes

Verity comes home to new club VERITY left her previous career as an account manager for British Airways to set up the Sawyers Fitness Centre in Spain, combining her love of fitness with a desire to run her own business.

The club has been a big success, celebrating its fifth birthday in June and featuring a gym, pool, saunas and bar together with a holistic centre including a beautician, hairdresser and yoga and pilates studios.

However, when she got the chance to purchase the UK Sawyers in Haywards Heath, the club bought by her father 15 years before, she wanted to make the most of the challenge.

She said: “When the opportunity came up I couldn’t resist the lure of having two clubs under one management structure.

“I like the idea of being able to compare the markets in both countries

and learn from both, taking ideas from one to the other.”

She has already started getting staff from both clubs to visit their counterparts and is considering setting up a transfer scheme in the future.

One of Verity’s main plans for the club is to introduce more group fitness classes, and she has transformed the gym’s squash court into a cycling studio.

She chose indoor cycling because the sessions appeal to both men and women and can be tailored to suit any fitness level. Members also tend to get better results than when they work out alone as they have an instructor constantly on hand to encourage and motivate them.

She said: “I know group fitness can be a costly option for gyms and that sometimes puts them off.

“But I found that it was a massive

boost for member retention in Spain and I want to replicate that here.

“The classes help get people engaged and excited and allows them to build relationships – but I think it will take some work because people are a lot shyer here as a rule.

“Here, they come to class and fill up the bikes from the back row – in Spain members are queuing up and pushing through the door to get into the front row – they are just so keen to get involved.”

As well as the cycling studio, the centre includes a gym, a fitness studio and massage, sauna and steam rooms.

Verity has also made an agreement with the local football club to use the field next door to the gym for outdoor exercise classes.

She was inspired to hold the bootcamp style drills and boxercise ses-

sions outside after seeing what a boost members got from the summer beach classes at her Spanish gym.

Now Verity is planning to introduce a new group fitness programme and also to let more potential members know about all the activities she has available. She has also been investing in revamping the gym’s cafe, putting in wi-fi points and new furniture and developing a new menu to create a relaxed and welcoming atmosphere.

She said: “I really want it to be at the heart of the club because I think it will help encourage relationships.

“When members come through the door I want staff to know who they are – I want coming to the gym to be a really enjoyable experience, whether they are coming in for a full fitness programme or just for a coffee and a glance through the papers.”

UK FITNESS SCENE

12

Partnership is agreed A TEN-year partnership has been agreed for DC Leisure to manage High Peak Borough Council’s leisure and swimming facilities.

The deal covers four sites – Buxton Swimming Pool, Glossop Leisure Centre, Glossop Pool and New Mills Leisure Centre – and will see £850,000 spent on refurbishment.

Ashley Mason, area manager for DC Leisure, said: “This is the first time that High Peak Borough Council has externalised its leisure services, and we are delighted to have been chosen to manage these facilities on its behalf.

“The council is rated as an excellent authority, which fits perfectly with our own commitment to quality and excellence.”

Ring the changes THE Club Company has invested in technology to allow members at its sites to book studio classes using their iPhones.

Richard Theaker, group IT manager at The Club Company said: “People are living increasingly hectic lives and sometimes it’s just not convenient to sit down at a computer or wait on the end of a phone to book studio classes.

“This technology gives our members even more independence when it comes to managing their exercise schedules and is good news for both us and our members.”

Outstanding customer service gets you ahead

By Louise Cordell THE best way for gyms to get ahead of the competition is to provide outstanding customer service, according to an industry expert.

Derek Williams, Wow! Awards managing director, has pointed out that with a large number of centres offering similar services, the only way to stand out and keep customers is to make them ‘fall in love’ with the club.

He said: “If you are a monopoly supplier then the quality of your customer service doesn’t really matter, because your target audience don’t have many other options.

“However, no gym is ever in this position, because there is always another club waiting in the wings you have to do something very special to hang on to your customers and generate a high level of loyalty.

“Think about your current customers, are they really loyal, or just waiting for a better option to come along?”

He explained that the gym industry is particularly vulnerable for several reasons.

Firstly because it is so competitive, secondly because it is very difficult for potential customers to differentiate between competitors and finally, because clubs are very dependent on

regular, repeat users and annual membership cycles.

In order to overcome these problems he believes owners and managers need to create a company that customers love dealing with, and will recommend to their friends.

He added: “You want people to love you, but how do you get to that point?

“It is important to deal with your staff first, you need to get things right for them before you can get things right for your members.

“Internal relationships are very important in jobs with long hours, like the fitness industry, and a high level of employee engagement equals good customer service, which equals better profits.

“Managers also often get their ideas behind motivation and rewards wrong and the problem comes from focussing on short term results rather than good, steady growth.

“Rewarding your staff for being sales oriented will not result in the best customer service.

“But praising them for building up relationships and putting in the effort above and beyond what is needed will give you better long term results.

“An investment of time and money will be needed to start with, but the benefits will be well worthwhile.”

Derek Williams

NEW FOR 2009

13

The winners of ‘Club of the Year’ at this year’s Flame Awards have told Workout the accolade has rounded off an amazing 2008 and looks ahead to 2009. Mary Ferguson reports.

Award success was perfect end to the year THE Spirit Health Club at the Holiday Inn Bristol Filton received the award in the category for under 1,000 members, after coming second in 2007.

And club manager Matt Stubberfield, who has been with the gym since 2002, said it was the perfect end to the year.

“This award reflects the unique level of support and customer service we provide for members. Every team member has raised their own personal bar to make this happen and it’s through having a clear and focused goal that we have made this success possible.

“We were delighted to win this year after coming second last year, but just becoming a finalist is still cream of the crop. I’m very pleased that we are the only hotel-based club to have won. It shows that we are consistent, which is my main aim.”

The club has 600 members and over half are over 46 years old.

Retention rate is around 85 per cent and Matt said in the last three years, not one member of staff has left.

“We have had a very good year, eight per cent above budget in total club revenue, which has converted to our bottom line being nine per cent over budget. We have also extended our beauty business and

The Spirit team with James Cracknell (Matt is third from right on the top row) celebrated some great staff achievements.”

So far in 2008, a Holiday Inn awards scheme named the gym staff team of the year, Matt himself was runner up as club manager of the year and the club received a sales and marketing award.

Matt, who has just secured a new position at the company’s flagship club in Oxford, added: “We not only know our members’ names but also their likes and dislikes – we treat everyone as friends and have a very ‘club’ atmosphere.

“All our members are engaged with the gym, either through social activities, club games and charity events, as well as support on the gym floor.”

All applicants for the award underwent a three stage entry process involving a comprehensive initial entry form, a member satisfaction feedback survey, a site visit by industry figureheads and interviews with team members at the club.

The award was presented by Olympic gold medal rower James Cracknell, at a gala dinner during Leisure Industry Week.

Pilot package to extend across country A PILOT project which offered five personal training sessions for £20 to attract new members is to be rolled out across the UK. Leisure Connection’s Harpers Fitness piloted the personal training package across 12 sites earlier this year, which offered members five different personal training sessions during the first eight weeks of membership.

Health and fitness brand manager

Kevin Yates said: “We hope that once the course is complete the member will keep on coming back for more.

“If you go to a great restaurant and have an outstanding service experience that over exceeds the price you paid would you go back for more?”

The ‘Harpers Experience’ includes a 45 minute induction, personal training session, full body health check, move-

ment analysis, a follow up PT session and a session about how the member can maintain their programme going forward.

During the pilot 73 per cent of new members took part in the new programme.

There was also an increase of 178 per cent in the uptake of personal training after the Harpers Experience had ended.

Gyms asked to join kids’ project

By Lyndsey Smith GYMS are being invited to join a project to entice more children to work out.

The Fitness Industry Association’s successful Adopt a School programme has been rebranded as Active at School and will link primary and secondary schools with FIA registered health clubs and gyms.

The gyms will be able to promote their junior memberships and summer schemes to the ten to 15-year-olds taking part in the programme.

Alex Smith, project leader said: “We are doing everything to provide as much support as possible for the gyms including providing clubs with a support pack to show them how to run the programme including a DVD of sample activities and music CD’s to accompany the sessions.”

Fitness programmes will be offered for children between ten and 15-years-old within each school term, either before, during or after school, with the gym instructor delivering a minimum six week period of activities including advice on leading a healthy lifestyle.

Children will also be offered the opportunity to sustain activity levels by linking into programmes that the clubs are running with the programme aiming to help children develop a positive attitude towards physical activity and build good exercise habits during the early years of life.

The government funded project is designed so that children of all abilities can take part and Alex added: “There are 27 link ups running so far this term and we hope this will increase as the school year progresses.

“A good few hundred link ups were made with the Adopt A School’s project and I can’t see why this will be any different.”

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NEW FOR 2009

14

Reebok gets adventurous in bid to attract women to exercise FITNESS brand Reebok has announced a partnership with the world’s most adventurous fitness instructors in a bid to entice more women to exercise.

The company appointed GFK/Roper to research why women are failing to workout – most of the 15,000 women questioned felt exercise was boring and a chore.

Now, Reebok will form a global instructors team with instructors from Sweden, Germany, Korea, UK, China, Russia, India, Mexico, Brazil,

Spain, France, and USA that are known for their fresh and fun approach.

Fitness instructor Sara Haley said: “It concerns me when I see people coming into the gym weary and unmotivated.

“I am always looking for new ways to get them excited and to bring the fun back into fitness.”

A campaign will be run online and in magazines and a special women’s fitness website has been launched.

Powerbag chooses partners POWERBAG has teamed up with Leisure Lines and Jordan Leisure.

Dr Mark Bellamy, of Performance Technology Ltd conceived, designed and launched Powerbag over six years ago. Since then it has become a mainstay training product of elite sportspeople worldwide and has gained the official approval of the UK Armed Forces with over 3,000 units sold to the British military over the last 12 months.

Mark said: “Choosing the right partner is critical and Leisure Lines and Jordan Leisure, through their strategic partnerships, are as close to a onestop-shop for effective training solutions as the industry provides.”

Leisure Lines and Jordan Leisure will take over worldwide sales, distribution and manufacturing of Powerbags whilst Mark will continue

in his specialist field of training and education.

For further information visit www.powerbag.co.uk or call 01432 379401 for Performance Technology Ltd. Leisure Lines at www.leisurelinesgb.co.uk, sales@leisurelinesgb.co.uk or 01455 890100. Jordan Leisure call + 44 01945 880257, www.jordanfitness.co.uk, sales@jordanfreeweights.com.

A new bike has been launched which offers virtual Spinning classes so that members can work out alone – without having to be part of a class.

The Star Trac eSpinner allows users to take a guided, virtual Spinning class from a master instructor through a touch screen display.

John Baudhuin, CEO of Mad Dogg Athletics, Inc said: “Over the past 15 years, we noticed that as the popularity of the Spinning programme grew, more and more facilities began placing Spinner bikes in

the main cardio area, outside of the group studio environment. Users prefer the varied movements and intensity that Spinner bikes offer compared to other stationary bikes, but when riding the Spinner bikes outside of class, users were missing many of the elements that make the Spinning programme so successful — education, guidance and motivation.”

The eSpinner is built on the same platform as previous Spinner bikes, and the built in computer is programmed with thousands of routines between 20 and 60 minutes.

NEW FOR 2009 It used to be confined to the playground, but hula hooping is fast becoming a fitness trend amongst adults.Mary Ferguson spoke to Pavitri Wypior, whose business is helping people wiggle their way into shape.

Wiggling to success THE Hoola Hoop Company was set up one and a half years ago, to cater for an increase in demand for the fitness tool.

As well as manufacturing and retailing the products, Pavitri and her team travel round the country delivering workshops and teaching hoop dance and hoola aerobics.

She said: “Most people use the hoop to tone the abdominal muscles, but a lot of people don’t realise that it actually gives you a full body workout.

“The majority of those that use hoops tend to be women, but we do get quite a bit of interest from men.”

Pavitri said as well as increasing confidence, the physical benefits of hoola hooping include endurance, weight loss, core strength and it helps to boost energy and increase flexibility.

“It’s also a very creative tool, especially when it comes to dance. Another benefit is the price – most are under £20 – so for what they cost, they are amazing. And when you use one, it’s hard no to laugh, so it’s making exercise fun.”

According to Pavitri, a heavier hoop is better for beginners as it rotates slower, and the larger the hoop, the more the body has to work.

“We’ve noticed a massive increase in the popularity of hoola hooping, especially after Virgin Active trained their staff in it. More gyms are coming to us and we are doing our best to spread awareness.”

She added: “Hooping is gaining in popularity for a number of reasons but ultimately because it is cheap, fun and effective.”

Boxer Joe Calzaghe has launched a new training aid which is being marketed to gyms and health clubs. Counter-Punch is a punch bag that records, measures and monitors the number of hits delivered by boxers – as well as the power of each punch. It has been developed by Joe’s friend Kevin Davies. Kevin, an amateur boxing coach from Pontllanfraith, said the kit improves the cardio vascular system, develops upper body strength and muscles, builds punching power, improves hand speed, and improves coordination.

Floor system new to the UK NEW to the UK is Betco Express, a proven floor seal and shine system which will be dry and ready to walk on in five minutes.

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Betco floor products and applicators can be obtained from Betco UK Ltd. Call 01543 418080 or email sales@betcouk.com

15

2009 outlook: half empty or half full?

by Dave Wright Creative Fitness Marketing 2009 could be the most defining and poignant year for independent operators that this generation will ever see.

Operators have troubled times ahead that can either pave the way for disappointment or shine the light to prosperity.

From the huge attack on our industry by the low cost chain models, to the increases pressure on one’s wallet and overzealous reporters and financial advisors wrongly telling people that memberships are luxuries and not necessities, one could concur that even the most optimistic person could see that we are in for a rough ride.

The pressure on the economy, the increased cost to the NHS and the lack of available resources, forces the government to look at the cause of illness and not just the cure. This offers an unparalleled channel of communicating the benefits of exercise to that 85 per cent of the population that are not yet sold on our product.

The increased number of low-cost health clubs open the door to easy investors who like the appeal of not having to deal with staffing issues, but are attracted to the idea of health.

As evident in US and European markets, this build it and price it right approach, not only captures that segment of the market who do not value instruction, but also at $10 per month membership fee, it certainly lowers the price barrier-to-entry to more of the population. The challenge will be the facility that can get the best value

for its members and be able to communicate that message of value to the public. The great thing about that value is that it will always come down to results and when results are the pinnaDave Wright cle of our focus as a provider, then not only do our clients win, but so does our industry. Viral marketing and online enrolment will continue to be the way to go for 2009 and functional training will take off in a big way.

Exercise classes such as Kettlebell, rope swinging and log lifting will be more than a new fad in fitness and we won’t be able to ignore the magnificent results that our athletes and movie stars continue to shout about.

Retention will become even more prudent in an industry that seems to lose more than it keeps and those who are not ready for the fight will be looking to cash in their chips and get out of the industry.

So whether you see the glass half empty or half full it is entirely up to you. We only have 15 per cent of the population using our product and yet (according to IHRSA studies), a massive 65 per cent actually want to. So for you to survive and prosper in 2009, you must be prepared to move with the times.

BUDGET

18

The Fitless concept

Budget model will be a mistake for many operators

Budget gyms are becomingincreasingly popular in the UK with more and more no frills options available.

Lyndsey Smith spoke to one gym group ready to cash in.

Group unveils its budget concept THE énergie group unveiled its new Fitless concept at the National Franchise Exhibition in October, a concept that targets the conditioned health sector who want to exercise with less supervision for a lower cost.

Dave Beattie, marketing director, said the concept comes after 14 months of extensive research into the niche market.

He said: “This idea is not something we have taken lightly. We looked at US models and the McFit model in Europe, looking at what it was that made these work, and this success, coupled with the way the market has suddenly changed, gave us another level of options.

“The energie product generally focusses on the decommissioned market, people who haven’t been members of a fitness club before.

This is different. This concept will appeal to people who want good, quality equipment, at an affordable price, and who already know their way around a gym.”

An online membership package has been developed that removes the need for much of the club based administration, therefore cutting down on costs.

There will be no wet side, only toilets and changing cubicles.

Kevin Scott, director of Harlands Group, considers the impact that budget gyms – which charge less than £17-a-month for memberships – will have on the independent operator.

Dave said: “Our research has shown that the vast majority of people prefer to shower at home anyway so we can afford to make this cut.

“All these factors contribute to budget cuts and these measures allow us to offer monthly membership at just £14.99 without skimping on quality.

“We, as a group, have a good brand identity with top quality kit and that will not change, with all our Fitless clubs supplied with the Precor equipment range.”

He believes that although this is a great opportunity for them, bigger chains cannot afford to go down the budget route.

“It is different for the bigger groups,” he said. “Unless they create a completely new brand, which would be a very brave thing to do, they cannot use this option. They cannot offer cheaper memberships because their facilities are too big and take too much sustaining, so we can capitalise a little bit on this corner of the market.”

The group is actively looking for sites and hope to open their first Fitless gyms in the first quarter of 2009. David has already had 22 enquiries about taking on the franchise.

IT HAS been questioned whether the consumer will embrace or reject the lower priced offer. The Gym Group – which launched its first club in Hounslow in early July – pre-sold 5,000 members, all online. Sales have been unprecedented as has the usage.

The challenge for all operators now is to get their membership structure correct. German operator MacFit use a 12 month contract to ensure some longevity to the membership. US operator Planet Fitness uses a contract and a non contracted option with the price reflecting the commitment. Of course some independents have sold low value contracted membership for years and marketing companies have a proven track record in selling large volumes of such memberships. However, it is only now that the larger organisations with deeper pockets are beginning to see the potential of a low cost solution.

I expect numerous independents to look at the budget model, however I believe this will be a mistake for many. In my opinion a club needs to be in excess of 10,000 sq ft to carry the additional members that the model demands. The price means that very few or no sales staff are required and members simply join via the web site. However, for many smaller clubs there aren’t the additional savings to be made.

Budget clubs require space and investment – it isn’t as simple as reducing price. Introducing more equipment to avoid overcrowding, marketing and the investment in technology to effectively reduce administration comes at a price.

Clubs would also need to think carefully about the initial fall in revenue before sales pick up. That said there are many clubs that can and will be able to effectively convert and I’m aware of independent clubs

Kevin Scott about to covert from the existing operation before the end of the year in Newcastle, Leeds, Blackpool, Maccelesfield, Manchester.

So how do the independent clubs defend against the likely growth of budget clubs? The public find the concept attractive and wherever a budget club lands there are likely to be casualties close by. Many independents already run lean and cutting costs or reducing staffing levels simply isn’t realistic. In today’s economic climate, gyms need to build some long term security into the business by introducing long term contracts of 12 or 24 months.

Greater polarization of our market is clearly on the cards and it is always advisable when a market is adjusting to be either the cheapest or the best.

It is likely that JJB, Virgin, Fitness First, LA Fitness will equally stand to lose members to the budget clubs. JJB has created its own budget brand MiFit and Fitness First has taken steps to create more flexible membership options.

I Kevin Scott has worked in the leisure industry for over 20 years, more recently as a director with Leisure Finance and is now a director of the Harlands Group.

Gym chain JJB has opened its first budget gym in Cardiff and has revealed plans for 20 new sites in 2009.

The new Mifit at JJB concept has a monthly fee of only £9.95 and no contract to tie in members.

A second site is due to open in Reading this month.

MiFit gyms are built on a mezzanine floor above JJB Sports stores and can be accessed with a Technogym key.

They have no wet rooms, saunas or swimming pools but the key technology means that members can create their own personalised workouts.

Barry Aspinall, managing director of JJB Fitness, said: “With current market conditions, consumers are looking for a faster, more convenient and most importantly, cost effective, version of something they already use.

“MiFit at JJB provides just that – filling a gap in the market by providing premium fitness technology at a low cost.

“This could be a part of a revolution in the industry.”

REHABILITATION A health club in the North East is making a huge difference to peoples’ lives with a purpose built rehabilitation facility. Lyndsey Smith reports.

19

Warning that GP referral projects may face failure

By Louise Cordell Davey Veitch with George Hare

Rehab facility helps stroke recovery

By Lyndsey Smith THE Stroke and Exercise Rehab facility, based at the Fitness Connexion health club, Hartlepool, is the only one of its kind in the area.

It was launched by rehabilitation consultant Davey Veitch four years ago and now works with the primary care trust, serving amputees to stroke recovery and post surgical clients.

The gym had previously only focussed on mainstream clients but started to widen the net after signing up its first disabled user.

Davey was an instructor at Fitness Connexion and gym manager Sharon Bain allowed him to use the site to offer a more tailored service for rehab clients.

She said: “He approached me about a client who had had a stroke and he wanted to get him back on track.

“It wasn’t something we had thought about in the past, we had one client in a wheelchair but he could talk, tell you what he wanted, a stroke was a whole different ball game.

“The first thing I did was ring around all the gyms to see who already offered this type of facility and not one of them did.

“I don’t know whether it was because they were scared or just not qualified but it was obvious no one else was prepared to do it.”

Davey made sure he had all his qualifications in place before tak-

ing on clients but Sharon was still not convinced the plan would work.

She added: “I was concerned about how the members and rehab clients would react, would they find it a problem? Would they feel comfortable around each other?

“I have been a fitness instructor for 20 years and had only ever come across gyms that cater for the able-bodied and we were throwing something new into the equation. Fears were totally unfounded though – they took to each other fantastically well.

“We are making a difference to so many lives and it is a privilege to be a home for this unique facility.”

Davey’s team includes physiotherapists, a sports therapist, and fitness instructors who also work with adults with learning difficulties and the special Olympics team.

Davey said: “There are over a 1,000 gym members and they welcomed us with open arms, they encourage who we work with all the way.

“It’s fantastic when I see the results of the team’s great work, it’s great to see the improvement within people.”

The Stroke and Exercise Rehab centre has 12 clients on stroke rehab programmes, one amputee, two spinal recovery members and three young adults with special needs.

IFI accreditation for BalanceMaster BALANCEMASTER has been awarded a level two accreditation by the Inclusive Fitness Initiative.

The accreditation is part of the IFI's Equipment Research and Development Programme, which involves consultation with disabled people, fitness equipment suppliers and a range of other health and fitness professionals.

Spokesman Peter Hope said: “BalanceMaster received its stage two accreditation in September, after we applied to the IFI for compliance for our new ‘mark II’ machine.

“This machine was upgraded with improvements to the user control console, which included embossed control buttons to assist partially sighted users, plus additions such as high-visibilty step markers.

“We are delighted to have achieved this accreditation."

Sue Catton, IFI national director, added: “Disabled people are demonstrating their endorsement of the equipment by choosing and using IFI facilities, hence IFI accreditation should be the industry norm."

EXPERTS have warned that a government push to offer more GP referral projects may fail because just six per cent of fitness instructors are qualified to look after rehab clients.

Of the 27,000 fitness instructors on the Register of Exercise Professionals, just six per cent have a GP referral qualification.

Tracy Baldwin, who owns the private GP referral consultancy, Fit For Life said measures should be taken now to avoid a crisis.

She runs classes for her local NHS referral scheme as well as providing exercise programmes for private clients and believes a better salary package should be offered as an incentive.

She said: “It is getting busier and busier as more new projects start up and there can be real difficulties getting people with the right experience and qualifications.

“There is also the worry that highly qualified instructors may be going into personal training rather than rehabilitation support, because they can make more money that way, and

I think this is something that should be addressed.”

REPs registrar Jean Ann Marnoch agreed the shortage could be solved with better wages.

She said: “This is a real problem.

There are many reasons behind this shortage and one of these is that there isn’t enough motivation for people to go on and take the exams.

“I think it is perceived that the rewards are not big enough for a difficult course, where there is a lot of information and medical knowledge to take in, so there are definitely barriers there.

“It is not an easy course to get through and it would be nice to think that it will be worthwhile for these people at the end of it, but this is not necessarily the case.”

Under the proposed REPs restructure, the GP referral qualification will be overhauled which is expected to help to simplify the route to getting qualified.

I What do you think? Send your comment to Louise Cordell, 47 Church Street, Barnsley, South Yorkshire, S70 2AS or email lcordell@whpl.net.

REHABILITATION

20

A Gedling Borough Council walking group

Referral schemes bring in new members

By Louise Cordell A SERIES of exercise referral schemes in Gedling has introduced new gym members – and staff are now being trained to keep them there.

Gym managers and exercise promotion staff at the council are developing schemes to try to retain the referred members once their ‘exercise prescription’ from their GP ends.

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

able to keep it up.

“So we have been providing training days for our club instructors to help them retain and encourage their members.

“We keep them constantly updated on the progress being made by the referral schemes and also provide extra training, for example on smoking cessation, so that they can continually be offering new services to keep members engaged.”

Programmes that are currently organised by the council include a cardiac rehabilitation scheme called

Exercise referral course for instructors THE exercise referral qualification can be taken once an instructor has reached Level Three.

It is an 80-hour, week-long course which qualifies the trainer to recognise the warning or danger signs of various conditions, design tailored exercise programmes and refer clients on to the appropriate specialists if the condition is so severe it is

outside the instructor’s level of training.

The main evaluators of this course are the authors of the National Quality Assurance Framework, which has been the blueprint for exercise referral schemes since it was published in 2001 – although it is currently being updated by the British Heart Foundation.

Providing courses to individuals MEDIPHYS Education is a provider of REPS accredited educational courses to individuals in the fitness industry.

It aims to provide a new excellence and raise the standards in education and learning. It brings specialist lecturers from the academic world, specialist clinicians from the NHS and specialist vocationally trained lecturers from exercise/GP referral programmes.

The company was founded by 2007

by Darren O’Donovan. Darren is a double degree holder with a BSc (Hons) in physical education from Leeds Metropolitan University (Carnegie) and a BSc (Hons) in applied health studies from the University of York. He has over 16 years experience in the NHS, the fit-

ness industry, further and higher education and in the charity/voluntary sector.

The company is a specialist deliverer of GP referral courses and other specialist exercise referral courses.

Contact Darren O’Donovan on 07875 498564 or Juliette Samuels on 07810 007035 or email info@mediphys.com

Heart Beat and a GP exercise referral scheme, Positive Moves.

Helen said: “We have been developing physical activity initiatives across the borough for all ages and aim to increase participation and fitness as much as possible.

“There are many reasons why people don’t get involved in exercise, either because they can’t afford it, because organising transport is difficult or because they don’t feel confident. So we try to develop schemes that address these issues and give everyone the chance to develop a

healthier lifestyle.”

The council also provides a variety of free projects that people can join without the need for referrals.

These are mainly delivered by volunteering members of the public, often those who have completed referral programmes themselves.

Helen added: “It is also very important that all of the schemes we develop are cost effective and sustainable and volunteers are invaluable for this. We need to know that if funding ran out, the programmes would be able to continue helping people.”

Independents are being overlooked – gym manager

By Lyndsey Smith INDEPENDENT gyms are being overlooked by health experts running GP referral schemes, according to a manager in the West Midlands.

Karen Cartwright, part owner of Bodywise, said GPs are referring their patients to leisure centres as part of their treatment for ‘fitness on prescription’ – but she believes patients should have the right to choose where they do their workouts.

She said: “The government has introduced a referral scheme where overweight patients are referred to their local leisure centres for exercise programmes but we feel that patients should have the right to choose where they want to go.

“The general consensus is that because the local leisure centres are subsidised this is where patients should go but I personally feel we can offer a far better service. Private clubs are better equipped, have specialised staff, and I think we can offer patients a better deal.

“We can offer structured programmes, assessments and better facilities that will be of far more benefit for people with health problems whether that be with their weight,

their blood pressure or anything else for that matter.

“I have been in discussions with the FIA about this and hopefully the more we battle the more likely we are to see something done.”

Bodywise is trying to be different in terms of the services it offers and Karen believes all gyms should continually improve their offering.

“Clubs need to get on board with health issues,” she said. “I have just completed a course regarding diabetes, we have a no smoking group and there are other initiatives in the pipeline.

“We are not just a gym and that is all important if we are to succeed in becoming part of the referral system.

“We need to look at the bigger picture. Fitness is all well and good but we need to be clued up on all aspects of health in order to help the patients.

“It is a long drawn out affair but hopefully we are on the way to making inroads whereby patients will have the luxury of picking their own gym and receiving the best sort of programme suitable for them.”

I What do you think? Send your comments to Nicola Hyde, at 47 Church Street, Barnsley, South Yorkshire, S70 2AS, or email nl@whpl.net.

UK FITNESS SCENE

Be unique and beat the credit crunch – owner

By Lyndsey Smith A GYM owner in Norfolk says independent gyms won’t be beaten by the credit crunch – as long as they keep their offering unique.

Rod Price, owner of the Body Concept gym in Thetford, says the dedication of members and the experience of staff will see independents through the rocky times.

He said: “Don’t get me wrong I believe it will get quieter due to the current climate but it is certainly not affecting us as yet.

“I would class us as a serious gym and the guys and girls who come here will train four or five times a week.

Their gym routine will be the last thing they cut out, they would rather cut out the pub, or other things, than their training.”

Body Concept has around 500 members and offers regular programming sessions to keep workouts up to date. Rod prides himself on his knowledgeable staff and believes this is where the independents will win out.

He added: “I don’t think the state of the economy will affect independents

half as much as it will the bigger chains or the local authority gyms.

“Chains could suffer due to corporate or family memberships, things that simply have to be cut back. Local authority gyms will suffer because if they have a lot of youngsters on the staff, who aren’t really bothered about the job they are doing. If that personal touch is lacking I believe people will make cutbacks.

“Independents tend to be run by people with lots of experience in the industry. The personal touch and one to one sessions are all important. I know each of my members by name which is different from the bigger gyms that have a somewhat faceless quality.”

Rod says he prepares for a 40 per cent yearly drop off in clients but says he never buys into gimmicks.

He added: “Independents will have their ups and downs and at the end of the day you can introduce as many new initiatives as you want – people still only have the same amount of money to spend, but I do think that personal touch goes a long way to encouraging people to come back.”

21

Excellent rating for centre

By Nicola Hyde BISHAM Abbey National Sports Centre has been awarded Quest’s ‘excellent’ rating after scoring 89 per cent on its inspection ratings.

The site, which is managed by Leisure Connection on behalf of Sport England, has achieved a six per cent increase on the previous assessment in 2006.

The assessment took a detailed look at health and safety management, cleanliness, customer relations and the facilities.

General manager Peter Mann said: “This prestigious award demonstrates our continued commitment to improvement and to provide the highest quality sports, facilities and services.

Our site aim has always been to make Bisham Abbey a world class facility.

“It is a reflection on the enthusiasm, commitment, extraordinary hard work and professionalism of the staff that they have achieved such a wonderful rating.”

Rod Price

22

RETENTION

Competitions and reward programmes prove effective in keeping members JUSTIN TAMSETT said that one of the most effective ways to keep members is to offer ‘exercise adherence programmes’ – competitions that encourage regular attendance and offer rewards upon completion.

Examples include a ‘row down the Thames’ competition, ‘step the height of the Eiffel Tower’ and more traditional challenges such as an indoor triathlon or ‘strong man’ contest.

Justin said: “When constructing the programmes first of all you need to determine the target market and put as much effort into it as you would do a membership drive.

“Hold them no more them three or four times a year and run them for no longer than a few weeks, to retain the novelty value and keep people’s interest.”

According to Justin, it’s important to get staff involved, as they will be motivating the members to take part on the gym floor.

“Get them to help with the design and planning of the programmes, and ask them to try it out before it’s delivered to the members.

“Once the competition is over, hand out certificates and small prizes and ask for feedback. The key

to exercise adherence programmes is participation, so give prizes to everyone, not just those who win.”

Kelly Pritchard is project manager for Gym Games, who design and manufacture exercise adherence programmes for gyms.

She told Workout: “A lot of the success of the games depends on the staff. They need to be motivated to do it and do their best to encourage members to get involved.

“The ultimate use for the games is as a retention tool, but an added benefit is that they also encourage interaction between staff and members.”

Programmes and games can be made suitable for all levels of fitness by including different levels of difficulty – and for new members, it can be a great way to introduce them to exercise.

Kelly added: “Gym games shouldn’t be used to test fitness, their purpose is to include people and keep them motivated.

“Many clubs think that to tackle retention problems, all they have to do is bring in more members to replace the ones that are leaving – they don’t realise how important it is to look after the existing clients.”

Older market is key to increased retention

By Mary Ferguson THE key to increased retention is targeting the older market, it has been claimed.

Melvyn Hillsdon, who carries out research for The Retention People, said: “When it comes to retention, gender has no effect on the length of time people stay, but there is definitely a difference with age.

“The 45 and over market have a much higher retention rate and the 16 to 24 year olds have the worst. But as an industry we tend to sell to young people so there is a solution to a retention problem right away – target the older generation and you’ll make more money.”

According to Melvyn, in 2008, 50 out of every 1,000 16-24 year old members were lost, but this number dropped to 25 in the over 45s’ market.

“Having more people pay for longer, just because of their age, makes you more money, it’s as simple as that.

“Operators should pay their sales teams more commission for selling to the over 45s’ as not all members have the same value, even if they are paying the same price.

“It’s probably easier for your staff to sell to a cash-rich younger person, but you won’t get your money back.”

David Minton of the Leisure Database Company warned delegates during his presentation that unless they bring in older members, the emergence of new budget clubs may strangle them.

Melvyn Hillsdon He said: “The low-end is expanding the market and it’s the mid market that is being forced to accommodate them the most. Without a doubt, the members to go after now are the over 35s. They are more loyal and once you have got them, they will stay.”

Melvyn said the first target for operators when improving retention is in the marketing, as that will bring older people to the door.

He added: “By definition, it’s true that retention is a test of customer value. And in the current climate, it’s more important than ever that your members stay with you.”

RETENTION

23

Retention is an ongoing challenge for gym operators. Mary Ferguson reports on the new ways to tackle attrition, and the old mistakes that are still being made.

Why Justin doesn’t make it easy for members to ‘resign’ MOST club owners know that it costs more to recruit a new member that is does to retain an existing one – but for some businesses, attrition is still a major problem.

However fitness presenter Justin Tamsett said that sometimes operators expect too much.

He said: “In our industry we aim for perfection with 100 per cent retention but that is never going to happen.

“But there are things that gym operators can do to keep hold of members for longer, and many of them are simple.”

In Justin’s clubs – based in Australia – members are not allowed to cancel over the phone or via email, they have to come into the club in person.

“We don’t want to make it easy for them and when they do come in, we use the word ‘resign’ instead of cancel and sit down

with them first to find out their reasons, and see if we can turn it around.

“If we can get them to stay for just one more month then it hasn’t cost us anything so that extra payment is just pure profit.”

Because people are increasingly short of time, Justin said the more personal training you have in your club, the greater the retention.

And by offering ‘extras’ like massage, beauty and nutrition, you are providing a one-stop shop for time-poor members.

Social interaction is very important when it comes to keeping hold of members, but Justin thinks one of the biggest reasons people leave is because they find out other members are paying less.

“Inconsistency is like a cancer in the organisation – members talk, and they will know if others have

been charged less. And they will be angry, then want to leave.”

Also at the top of the list when it comes to retention is interaction with members – which boils down to good staff training.

Justin said: “There is no question in my mind that the thing that will set your club apart form all the rest is using people’s names “And you need to target those who are likely to quit soon and get in there early to make sure they don’t.

“One phone call to ask them if everything is okay costs pennies, but lengthening their membership goes straight to your bottom line.”

He added: “If your staff are not talking to your members then your business is hemorrhaging – so either train your staff to make contact or think about replacing them.”

Justin Tamsett

CAPITALISE ON CHRISTMAS

24

The festive season is traditionally a quiet time for gyms, as people shun exercise in favour of mince pies and mulled wine. Mary Ferguson reports on how operators can capitalise on Christmas, and boost business at the end of the year.

How to drum up business this festive season FOR many, squeezing into their dresses for the round of Christmas parties is as important as shaping up for their summer bikini – meaning there is no reason for gyms to be empty in December.

And membership marketing expert Dave Wright said there is a lot that clubs can do to drum up business during the festive slowdown.

He said: “Vouchers and free trials are the best way to get people in during the quiet time, and will encourage them to sign up properly and take action in the new year.

“12 days to Christmas for £12 is an easy way to get people in at low cost, and can also work as a gift voucher.

When people move in to make the commitment in the new year, they

are already going to be familiar with the club that they are working out at, making it easier for them to join.”

For others, a quieter gym means an opportunity for renovations and work that gets pushed aside most of the year. Steven Harridge is manager of Yorkie’s Gym in Blackpool, and said it’s generally accepted amongst club owners that Christmas will be a quiet time.

He said: “It doesn’t worry us when business drops off a bit at the end of the year, because we know the new year rush will make up for it.

“It’s a good opportunity for us to do

a bit of cleaning, and – weather permitting – get some exterior work done.

“But it’s not a big issue for us that we are quiet and we don’t feel the need to run a promotion or actively get people in just before the new year.”

Don McDuff, director of Physique Warehouse Gym in West Molsley added: “Because we are essentially a bodybuilding gym, our members are

very dedicated so we don’t notice a big drop in attendance around the festive season.

“However if there is a quiet time, we take advantage of it by getting some paintwork done, or making plans for the new year – and there’s always something to do as we are trying to expand our offering now we have been open two years. And if I’m really lucky, I use the time to take my annual holiday.”

Get moving ...

By Wendy de Knoop IT’s approaching Christmas and for many gyms, one of the busiest times of year as members think about getting in shape for the party season.

But as your instructors start to prescribe the perennial programmes to help members lose a few pounds and tone up, get them to think a bit wider.

Rather than designing yet another standard schedule combining the treadmill, bike or cross-trainer with fixed and free weights, encourage them to develop workouts that make the body move in a more natural way.

Why? Because it’s better for your members and ultimately more fun.

Running 3km on the treadmill will only ever make your clients fit for running 3km. Likewise, conventional weight training isolates muscles and doesn’t teach them to work together as real-life activities do. We all know people who are fit and toned from regular sessions in the gym, but have put their back out by lifting a heavy object or doing a bit of gardening.

The term functional fitness has been much overused of late and in some cases, misused, but the concept is still valid. It’s about going back to the basics and training the body to deal with everyday life. In fact, it’s all about movement.

Add accessories like stability boards, bosus and medicine balls to your offer, which can be used in a myriad of ways to integrate all the muscles and teach the upper body to work with the lower body. And create excit-

Wendy de Knoop ing spaces with floor-to-ceiling balls, three-in-one combination bags and punch bags for high calorie-burner workouts. Dorking Sports Centre has done just this with a dedicated boxing space complete with a range of boxing-inspired classes designed to give short, fun workouts that give maximum results.

Exercise and activity should have a purpose and that should be engaging people in fun activity. Doing this will ensure your members follow programmes that not only benefit their everyday life, but are hugely enjoyable and reap the results they are looking for.

I Wendy de Knoop is sales and marketing coordinator, Escape Fitness

WOMEN

26 Cat Dugdale and business partner Georgie Thompson founded Superchick – a female only fitness company providing online personal training and outdoor exercise classes – to transform women’s fitness. But they insist they want to support gyms not compete against them. Christina Eccles found out more.

Superchick founders Georgie Thompson and Cat Dugdale

Superchick lays plan for future SUPERCHICK was created after Cat – who has been working as a personal trainer for about ten years – joined forces with Georgie who was her client.

Cat had always trained women and noticed the same issues came up about what they wanted to achieve from their workouts.

The pair realised there was potential for what Cat was teaching on a one-to-one basis to be done on a wider scale and that by doing workouts for groups of women, fitness could be more sociable and fun.

Both wanted to create a concept where lifestyles could be fitted in to their fitness regimes.

Cat said: “It has been proven that people don’t maintain habits when they involve extreme changes so we wanted to create a

balance. I am more about the academic and fitness side of things whereas Georgie is more about lifestyle and can see things from a client’s point of view.”

Online clients can sign up to the website and download personal training programmes. Clients can use the information for stand alone workouts, to supplement their existing gym routines or alongside the outdoor workouts which the company offers in several of London’s biggest parks.

Cat added: “The website is free as we realised very quickly that charging for it would mean yet another thing that people would have to pay out for when they may already pay out for gym membership. For us, the more people who are using the site, the better. In future we may look at

Ladies-only gym offers short intensive workout A LADIES-only gym in Birmingham has found a new way to attract women who are too busy to spend long periods of time working out.

Style and Tone opened in February with one Power Plate machine but this form of training has proved so popular that the gym has added two more.

The 1,800 square foot studio, spread over three floors, targets busy women of all ages and its 30 minute circuit training sessions incorporate the Power Plate machine, resistance machines and cardio stations for a full body workout.

Studio owner Julie Baldwin said: “I identified a large gap in the market in Birmingham for busy women, so I decided to design a short intensive workout to fit into busy lifestyles.

“The circuit training helps to incorporate all aspects required in a work-

Style and Tone in Birmingham out to help tone up and lose weight.

A lot of women who are members at Style and Tone want to shape up but often don’t have the time in each day to fit in a long workout so we offer the facility to speed up the process in 30 minute sessions.”

running more programmes which can be added on but this sort of information should be free.

“All the programmes are gym friendly. We do not want to make enemies with anyone. We are about making workouts the best possible in any environment and delivering the education to do that.

“Sometimes people in the fitness industry fight against each other but we are about providing people with a choice and providing a different market.

“Some girls love training in the gym but there are a large number of women who like it to be just women – there is definitely a market to offer women female training and we want to bring this into the 21st century.”

She said one of the things which

A Yorkshire gym owner has been crowned Ms Universe 2008 in the annual NABBA (National Amateur Bodybuilding Association) Mr and Ms Universe competition.

Rachael Grice from Pontefract – who coowns Body Works Gym in Featherstone – was last year’s third place finalist and won the contest in only her second attempt at the title. To claim first place, she beat off competition from the current Ms. World, last year’s runner up and a field of 14 national title holders from around the globe.

Winning the competition is the culmination of eight years of hard training and 24 weeks of stringent dieting and she now joins a list of previous award winners which include Arnold Schwarzenegger.

women like most about coming to a class is the social interaction they can get with other women.

“Women are looking for somewhere to go where they can enjoy the fitness experience. Very often with girls, their only social interaction is going for a drink. Gyms are places where people go but don’t really socialise and it can be quite a clinical environment.”

Cat and Georgie’s plans for Superchick include offering the online personal training to as many women as possible and – with existing clients as far afield as Singapore and Canada – expanding the brand into other countries.

They also hope to set up the London-based outdoor classes around the country and eventually abroad.

UK FITNESS SCENE

Headline-grabbing child obesity claims slammed by expert

By Lyndsey Smith A FITNESS expert has hit out at comments that obese children should be taken into care – branding it as nothing more than headline-grabbing sound bites.

Andree Deane, chief executive of the Fitness Industry Association, spoke out after a debate at the National Obesity Forum which was discussing ideas to combat childhood obesity.

She said: “The comments made appear to be no more than head line grabbing sound bites, at best unhelpful in the fight against obesity amongst children, and at worst draconian and so potentially damaging to children they are not worthy of debate.

“It’s not rocket science that obese and inactive kids tend to come from obese and inactive parents.

“The current government strategy

Andree Deane for engaging families is on the right lines but I certainly don’t believe obese children should be taken into care.”

Andree believes the key to tackling

the problem is educating both parents and kids and she is supporting a new social marketing campaign to be aired next year.

She added: “The campaign will be totally family orientated, images of young people in the family group, and it will be very relevant coming off the back of three years of insight work with families.

“Lots of parents don’t see their children as being obese. It’s all about education.

“They have to want to stay fit and healthy, they have to want to take part in physical exercise, and the best way for that to happen is to make exercise fun whilst having something to aim for and making sure there is a sense of achievement at the end of it.

“We need to factor in all the things we have learnt about exercise into a sustainable programme that is fun and motivational and that way we may be able to move forward.”

27

Free gym access for Olympic hopefuls

By Nicola Hyde NATIONAL level sports people have been given free access to gyms in West Devon to help them train for the Olympics.

West Devon Borough Council – in association with Leisure Connection – has launched the Free Access for National Sportspeople (FANS) scheme to offer facilities for personal training and development.

Phil Jones, West Devon contract manager for Leisure Connection, said: “The Great Britain Olympic team were outstanding at the Beijing Olympics and with continued support we hope that tomorrows athletes will perform just as well.

“The cost of training is a major consideration for top athletes, especially those who lack sponsorship, so we are pleased that we can help this situation.”

Free offer for senior citizens

Sheffield United Football Club has installed a new gym which will open this month.

It will be in the new four-star hotel in the Bramall Lane grounds and will have 65-stations equipped by Life Fitness which includes cardiovascular kit from the new Elevation series.

Targeting the local community, the club will serve more than 800 members.

Carole Bailey has been appointed new UK managing director of Nautilus.

She returns to the UK after three years working as distributor business manager for the Nautilus International Division. She started her career with Nautilus (formerly StairMaster UK) over 14 years ago and has worked in almost every function.

She takes over from Steve Carter.

£6m leisure initiative launched A £6m leisure initiative has been launched in Blackburn to get more people involved in exercise.

Blackburn and Darwen Borough Council and NHS Blackburn with Darwen have launched ‘Re:fresh’, with the support of Alliance Leisure, enabling activities including swim-

ming, aerobics, badminton and squash to become free.

Local people wishing to use the leisure centres for free have to obtain a beeZ card, available to anyone that lives, works, is in full time education or whose GP practice is in Blackburn with Darwen.

A CAMPAIGN to get Liverpool’s 70,000 senior citizens fit has been launched that will offer free membership to the city’s gyms and leisure centres.

The city council and Liverpool Primary Care Trust (PCT) will launch the £200,000-a-year Senior Lifestyles Card this month December which will offer free use of all 13 city council Lifestyles gyms.

A full review will be carried out after four months to evaluate the scheme and decide on the long term free use of leisure facilities.

City council leader Warren Bradley said: “This is a fantastic offer which will be of real and lasting benefit to thousands of senior citizens in the city.

“We are committed to doing every-

thing we can to get everyone as fit and healthy as possible and helping reduce heart disease and obesity – the biggest killers among older people.

“The investment in this scheme will be worth every penny and will not only help improve the quality of life for thousands, but in the longer term save the council and the NHS a small fortune by reducing care costs and medical bills.

The city council already offers free leisure facilities to 60,000 under 17s in Liverpool.

Since it was launched in 2006, the Lifestyle Futures programme has increased the number of young people using leisure centres by 60 per cent.

New terminal is launched TOSHIBA TEC Europe has launched the Toshiba Willposs A20 POS terminal.

Building on the enormous success of the ST-A10 TouchPOS, the new terminal has been designed with a range of new and improved features that address key issues, such as versatility, robustness, high volume processing, environmental responsibility and elegance.

According to Toshiba TEC Europe CEO, Masamichi Kusunoki, the launch of the Willpos A20 coincides with a growing demand within the retail and hospitality industries for POS terminals that break free of traditional restraints.

He said: “The reality is that many retailers today require performance, reliability, serviceability and design

all at an affordable price point. The Willpos A20 delivers on all of these requirements and even helps the environment by reducing power consumption through efficient use of the Intel Celeron® M processor.”

Details: marketing@toshibatec-eu.co.uk, 0870 890 7200, www.toshibatec-eu.com

CORPORATE

29

Independents could target local business

By Louise Cordell INDEPENDENT gyms could boost membership numbers by approaching local businesses to offer tailored fitness packages.

Dr Les Smith, of Health and Wellbeing UK, said gyms should take advantage of companies that want to get their employees in shape.

He said: “Managers should remember that workplaces are desperate to find places they can refer people to – and gyms should see the potential in this.

“Companies will often pay for or contribute towards employees’ gym memberships, but the important thing to remember is to look for businesses nearby.

“The object is to make it as accessible as possible and the market is shifting away from big out of town clubs towards smaller places where people can pop in easily when they have an hour to spare.”

Les pointed out that not every business will be able to afford to kit out and create a gym – and outsourcing to an existing one would be a cheaper option.

He said: “An unfit person will cost the company more, but reducing risk factors, like them being overweight or unfit, can cut this cost.

“It is logical that healthier people will take less time off sick and rehabilitation programmes could be added to get people back to work faster.

“There is also a growing trend of people working longer, resulting in an aging workforce.

“This changing demographic means companies need to keep the employees they have healthy, in order to allow them to work well for an increased number of years.”

Les claims that gyms with instruc-

The RBS Health and Leisure Centre

Health centre takes corporate title for second year running Dr Les Smith tors offering occupational therapy can be particularly successful as they can provide a service for employees whose injuries have stopped them exercising before.

He also advised clubs to include regular audits as part of the package, showing that members’ weight, fitness and lifestyle is improving, and demonstrating that the process is having a positive effect.

He added: “It used to be up to the individual to manage their own health and fitness.

“But today as we spend more and more time at work, and have further to commute, it is becoming harder to find the time for exercise.

“Any initiative relating to well-being provided by the company is seen as a massive benefit and employees really appreciate it.”

I What do you think? Could this work for your business? Write to Louise Cordell at 47 Church Street, Barnsley, South Yorkshire, S70 2AS or email her at lcordell@whpl.net.

THE RBS Health and Leisure Centre has been named Corporate Club of the Year at the Flame Awards for the second year running.

The centre, run by Nuffield Health Wellbeing, caters for 3,500 members and receives over 500 visits a day.

Royal Bank of Scotland staff all have access to the health and well-being facilities at subsidised rates, as do their partners and spouses.

The centre has a 60 piece fitness facility and swimming pool, both under the same roof as fitness and health professionals including instructors, GPs, physiotherapists, nurses, clinical physiologists and dentists.

When a member joins they undergo an initial health screening which can then lead on to them being referred to an on-site GP or physiotherapist if there are any problems, or even a clinical physiologist for more advanced testing.

Kevin Thompson, director of operations, said: “The tests help to measure current health status accurately leading to a suitable fitness prescription they are very in depth compared to most and mean that employees are getting the best care possible.

“All of the health professionals also

discuss caseloads together so the team can prioritise the medical and fitness needs of the employees.”

All personal details are shared electronically by all the services allowing them to communicate directly and employees are also offered cutting edge screening services which aim to assess a range of indicators in order to screen for any potential health problems.

Kevin added: “There are many benefits to having health facilities like these on site, from the reduction in staff absenteeism, to the boost to the employer’s reputation and the improvement in performance of staff.

“Of course it is a challenge for many companies to provide them, due to a combination of cost and perceived cost and the lack of space available.

“We do get approached by a lot of people who love the concept and the idea of doing something similar, but there definitely problems to overcome and currently RBS is the exception to the rule.

“However, it is not compulsory for the site to be large – small areas can work just as well, it is just a case of catering for the particular needs of each individual company.”

Project bids to get staff fit and healthy COMPANIES across Lancashire are being signed up for the area’s first free corporate health and activity project.

Fylde Coast YMCA has been awarded a Sport England grant to set up the Active Workplace Programme, to engage staff working in local companies to get fit and healthy.

Graham Oatridge, Y Active programme manager, said: “We want to use the work setting as a health opportunity to improve people’s fitness and well being and to help the companies save money by reducing absenteeism.

“There has been a lot of research

done into the large amount of time that people spend at work and it has been identified as a key way of getting the population involved in physical activity.”

The programme has been funded for two years and will target businesses every six months.

Fylde Coast YMCA manages local authority gyms and participating employees will be offered subsidised membership and will be given free health assessments.

The companies will be offered a series of seminars covering topics including healthy eating and stress management and absenteeism will also be monitored to record

improvement.

Graham added: “We are hoping to involve over 1,000 participants so the number of companies that get involved will depend on their size.

“We are now starting to approach local businesses to get them on board with this free, and hopefully very beneficial programme.

“We are expecting a good response as this is something completely new for the area. While there are some fitness clubs that offer a reduced price corporate membership, there is nothing like the extra value and support that this scheme includes.”

It is hoped that the first business-

es will be starting the programme in January and the first results on the success of the scheme should be available after the first six months.

Graham added: “Overall the project is costing about £115,000 for the two years, which is a reasonable investment considering how many people we will be getting involved over that time.

“Whether it is continued in the future will depend on the results we achieve and the response from businesses, but we are very optimistic that it will be a real turning point for employers and employees in the area.”

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

EQUIPMENT FOR SALE

WANTED GYMNASIUM EQUIPMENT To advertise in Work Out please call: 01226 734615

Are you a Hotel or Leisure Centre?

Are you having a refurbishment or due for closure?

We will buy your Old Equipment, Cardio, Strength, Techno Gym, Life Fitness, Precor Etc. Prompt payment and removal guaranteed Also relocation of existing equipment Can be quoted for i.e. Club to Club

Contact Paul on 07977 013078

CLASSIFIED

31

LOCKERS

MEMBERSHIP CARDS

Lockers + Locking Systems + Cubicles + Washrooms

Please call Safe Space Lockers Locker House 0870 990 7989 7 Barrow Hill Close for more details Worcester Park Surrey KT4 7PT info@safespacelockers.co.uk

INSURANCE

FINANCE

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

Tel: 01444 449157 www.harlandsgroup.co.uk

Supplied and fully integrated with Clubrunner Management Software

SAUNAS

TRAINING

FLOORING

MARKETING

To advertise in Work Out please call: 01226 734615

LOCKERS

UPHOLSTERY