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June 2010
The UK’s No 1 fitness industry magazine
Gym owner weighs in to help former member
Owner takes action as rates double By Mary Ferguson A CHORLEY gym owner is having to take drastic action after learning his rates are being doubled. Shaun Ginger, who runs Astley Fitness Centre was furious to discover his business rates would double to more than £23,000. He has now applied to the town’s council to change the use of the first and second floor gymnasium and female changing rooms into four onebedroom flats. Shaun, a builder by trade, puts the cost of the development at approximately £200,000, which also includes extending the back of the premises and creating a further four flats, which he already has planning permission for. He said: “The valuer came out last November and it was all very cloak and dagger because he said he just wanted a chat. When they told me how much it was going to rise I immediately got in touch with them to find out why, but everyone I have spoken to has just passed the buck and told me it is Government guidelines. “I could understand the rates going up in line with inflation, but not more
than double. The council doesn’t seem to appreciate what we are doing and only sees floor space equalling pound signs.” “I have put in an appeal against the decision, but have had to act so have also put in a planning application for four more flats on the first and second floor.” Shaun has run the gym since 1998 after transforming the building, which had stood derelict for 12 years. He has received an award from the council for restoring the landmark site. Shaun added: “In some ways the council might have done me a favour, but it means I might lose a few members along the way because unfortunately the aerobics studio is one of the things that will have to go. “But the new steam room might make some people stay, and hopefully the plans I have for the new, extended gym space will attract a few new people as well. “I have only ever broken even since opening the gym and it is getting harder and harder. With the inclusion of the new flats I might actually be able to make a few pounds out of the business in the long run.”
No 201 £3
Figure competitor Maxine Cook – pictured – is one of a string of champions trained by industry stalwart Kimberley-Anne Jones. Kimberley, who works at Skyline gym in South London, opened up to Workout about her own career and the challenges facing female bodybuilders. Full interview, Page 7
A NORTH Wales gym is holding a series of events to raise money for a former member who has been diagnosed with Motor Neurone Disease. The Slaughterhouse Gym in Mold aims to raise £2,000 for Russel Jones, who was member of the gym for more than 15 years, and was diagnosed with MND 18 months ago. This summer owner Chris Watson is planning a sponsored event at the gym and is taking a stand at the local carnival, holding aerobic classes to raise more money for Russel and his family. And during August all joining fees will be donated directly to the Motor Neurone Disease charity. Chris said: “Russel is an all-round nice bloke who was a popular member. He has tragically got this dreadful disease, which ultimately will take him, so we decided it would be nice to do all we could to help him and his family.” Last August Chris rowed 26 miles to raise money to help towards making adjustments to Russel’s home, while three other members split a marathon on a treadmill.
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Jez slams £300k kit after catalogue of disasters By Mary Ferguson A FUMING gym owner is replacing all his equipment following a catalogue of disasters he claims is costing him members. Jez Kearney, who operates Hoofers in Nottingham, contacted Workout to reveal what has gone wrong since he installed the Panatta equipment, which was supplied by Morton’s Fitness in Summer 2007 at a cost of £300,000. He said problems have included: A member being taken to hospital after being struck on the head when a multipurpose chest press snapped at the weight stack. Treadmill legs breaking while in use, causing one member to be thrown off the back. Cables on the jungle machine breaking on a monthly basis. Jez claims that at any one time, an average of 15 pieces of equipment are out of order and he said members who have been hurt have threatened legal action. “When trying to sell a membership it is very difficult to take people around the gym when there are out of order signs on so many pieces of equipment. And because existing members don’t see the equipment
Jez with some of the broken equipment being fixed in a timely manner it looks bad on the club – even though it is out of our control. We don’t want to see other clubs get burned like we have.” Panatta equipment is manufactured in Italy and distributed in the UK by Morton’s Fitness, operated by Keith Morton. Jez said the company’s engineers rarely have the parts needed to fix broken equipment, and is frustrated that even after Panatta sent engineers over from Italy, the problems were still not fixed. “It is pretty much a big blame game. Keith says that Italy doesn’t have the parts and Panatta say the parts were
never ordered. We have had so many broken promises.” Ian Thorpe, owner of Fitness Systems, heard about the problems at Hoofers and offered to help by taking some of the faulty equipment and trying to mend it himself. But Jez added that all he wants is for Keith to honour his point of sale promise by buying back the equipment so he can start again. “One of the reasons I chose Morton’s over the other distributors is that being an independent business myself, I wanted to go with the same. Now I just want Keith to admit he has messed up – and that the equipment he provided isn’t fit for purpose.”
‘No company is perfect’ LAURENCE Thomson owns three ladiesonly clubs and told Workout he has experienced similar problems. He said: “I spent around £150,000 with Keith Morton in 2008 re-equipping my three clubs. Initially I had no problems with the first two, but since delivery to the third, the CV equipment has been nothing but trouble. I am now having problems at all sites but the warranty is worthless as the engineers never arrive, even though they are booked in. I have now had to instruct lawyers to get involved in order to get repairs done.” Laurence claims cross trainers have collapsed on members, causing cuts and scratches, and said Keith himself is ‘nearly impossible’ to get hold of. “I don’t want other small operators to have to put up with the difficulties I have had. These problems have cost me members and directly influenced my bottom line during what has been a very challenging period.” When we contacted Keith Morton, he
admitted there have been problems but blames them on changes to the company made a year ago. He said: “When we changed over from being independent distributors to being directly controlled by Panatta, there was a transition period. The method of reporting problems has changed and customers now have to go through a central call centre, which some have not been happy with. But I would argue it’s a faster system now, and we have doubled the number of engineers, but the changeover period caused some problems. “It’s not perfect now, as with any other company, but it’s a lot better.” Keith claims he takes all customer concerns seriously, adding: “We have always sent our engineers out as quickly as possible to service the CV machines and we don’t want to fall out with our customers. Every company has a few problems when new lines come out. I can understand some of Jez and Laurence’s complaints, but no company is perfect.”
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UK FITNESS SCENE Crowned Personal Trainer of the Year 2010, Charlotte Ord has been dubbed ‘the future face of fitness’. Mary Ferguson caught up with her.
Meet Charlotte: the future face of fitness A FORMER professional event rider, Charlotte was thrown in at the deep end when after deciding to enter the fitness industry, she was asked to manage a brand new corporate gym. But she surfaced smiling, and now runs a successful personal training company – as well as presenting her own TV show. And after picking up the award for Personal Trainer of the Year, she can only see her business expanding. She said: “I have always been really sporty and rode professionally until I was 23. Then I realised that horses were not the most financially secure industry to be in and because my psychology degree and love of sport went together so well, I decided to move into the fitness industry.” Phoenix Fitness started life in 2008 and Charlotte has since worked out of commercial gyms, while searching for the ideal property of her own. As business boomed, she also took on another trainer. “We’d outgrown the gym we were renting and I wanted to find somewhere perfect – which I have. Clients pay a membership which includes PT sessions, then they can use the facilities independently whenever they like. This way, we are selling results rather than just equipment.” Charlotte was nominated for Personal Trainer of the Year by a client and then had to answer questions including ones about her philoso-
Charlotte Ord
phies, working practises, and contributions to the industry. “The day I was given the award I was presenting at a seminar down south in the morning, then had to race up to Blackpool for the ceremony, so it was stressful – but worth it. “It was a shock to me to win, but I felt like I deserved it. I’ve achieved an awful lot in the last couple of years and I couldn’t have worked any harder, even though I’ve enjoyed every minute.” Like her colleague and 2009 winner Stefano Chiriaco, Charlotte enjoys her media work and has her own show on Sky fitness channel Active. She also regularly contributes articles to magazines and is in talks with a producer in California about presenting a fitness DVD. Charlotte believes the future of PT lays in semiprivate training, taking on up to four people at a time at a reduced rate – but giving them individual programmes and attention. She added: “I’ve always worked like this and it’s a win-win situation for everybody. The clients benefit from cheaper prices and the motivation of working out with others. And as trainers, even though we are charging less per person, overall we are making more money for our time. “It’s definitely the way forward, and I’m confident in saying that in a couple of years, one-onone training will be practically extinct.”
IFI unveils 100th piece of accredited equipment THE 100th piece of accredited equipment has now been unveiled by the Inclusive Fitness Initiative. The organisation has been working with manufacturers of fitness equipment for the past nine years to ensure that products are inclusive for both disabled and non disabled
people. Now, the Matrix Functional Trainer has become the 100th product to meet the equipment standards. Jon Johnston, of Matrix Fitness Solutions, said: “We are delighted to add the Trainer to our growing portfolio of inclusive fitness equipment.
“We believe this product will be a real asset to any facility looking to provide accessible equipment. “We are committed to supporting the IFI through the continued development of products that enable as many people as possible to benefit from regular exercise.”
Dawn Hughes, IFI equipment manager added: “We continue to see more and more good quality, inclusive products being brought to us for assessment, and this is yet another great example of the commitment made by equipment suppliers across the industry to increasing inclusive fitness provision.”
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UK FITNESS SCENE Kimberley-Anne Jones is a pioneer of female bodybuilding, creating champions as well as shining in her own right. Mary Ferguson reports.
How Kimberley has sculpted champions KIMBERLEY has worked at Skyline gym in South London for two decades and at 50 years old, credits a string of sculpted physiques to her training. Retiring from competition in 1994, she now spends her time training female figures at the independent club, but her professional life started out very differently. She said: “I used to be a manager in a dole office and continued working there all the way through my bodybuilding career. I was offered my pro card in 1987 but didn’t take it because I wanted to get more experience abroad, but in 1992 I took it and left my job – and I’ve never looked back.” On the back of her bodybuilding success, Kimberley landed a modelling role posing for an advert for Volkswagen in the early nineties, and the iconic image of her with her foot on the car helped the campaign win
Kimberley-Anne Jones international acclaim. As part of its success, Kimberley even appeared on the front page of the Financial Times. And as well as giving her free cars, VW also gave her a personalised number plate spelling ‘muscle’, which now hangs in her kitchen. Her media popularity snowballed and she was asked to train in front of Princess Diana, as well as starring in
other advertising campaigns for print and TV. “All the time this was happening I was training girls and people knew that if they came to me, they would be champions. I’ve always been straight-talking though and I’ll only put someone on the stage if I think they can win.” Kimberley’s physique inspires artists, and as well as being drawn by famous cartoonists, she is also having a sculpture created. And next year, she will be honoured with a Physical Cultures Foundation Lifetime Achievement award during a ceremony she refers to as ‘the Oscars of bodybuilding’. “Previous winners have included Bob Kennedy and Tony O’Neill and last year Arnold Schwarzenegger was honoured. I’m amazed I’m getting the award but it has made me feel a bit old too.”
How I created hottest bodybuilder in the country
Kimberley with Maxine
KIMBERLEY is used to getting results for clients, but is particularly proud of Maxine Cook, pictured above. She said: “A couple of years ago I saw a girl on stage and made a bet with the guy I was with that I would make her the hottest bodybuilder in the country and that’s exactly what I did. Maxine epitomises what I expect from body fitness and girls are constantly asking me to make them look like her. She’s very young, only 22, so I handle all her PR too and she’s currently on her second seven-page spread with Muscle and Fitness magazine.”
Kimberley also likes to talk about what she has achieved with gym member Lincoln Webley, who came to her for help at 22 stone with 60 per cent body fat. He is now preparing for a bodybuilding competition and Kimberley claims he now inspires the whole of South London with his achievements. She is now in the process of setting up a new personal training company – Keep It Moving (or KIM) – where she will train people with injuries. But Kimberley’s main interest will always lay in helping women, as she knows how to guide them to success. She
added that as well as it being harder for females to build more muscle physically than men, they face big psychological barriers too. “Women can work hard during their hour in the gym but it’s in the 23 hours outside of it that they are in danger of falling down. They often have families to look after so don’t have much time and they constantly have to put up with people telling them they will look like men or criticising their diets. Skyline is full of female bodybuilders who all face the same challenges but I’m very proud of what they achieve.”
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Charity effort motivates members By Mary Ferguson
Gary taking part in an endurance race
HOSTING boxing events to raise money for sick children is boosting business for a gym operator, whose own daughter is battling cancer. Gary Johnson owns Target Fitness in Hertfordshire, and is half way through staging a series of charity evenings, inviting his members to train for white-collar style boxing events held during gala dinners. Ticket sales and auction proceeds are being put towards a fund to build a safe play barn for children with cancers, including Gary’s own toddler Madison, who was diagnosed with Leukemia two years ago. Gary said as well as raising funds, the events have given gym members something to train for and sparked huge interest in boxing as a fitness tool. He said: “My boxercise classes are packed out now and other members have been inspired by seeing people train for something and do so well. “My gym is quite small but I always try and get members involved in training for specific events – like marathons – as it helps to give them targets. Obviously the main reason I am holding the boxing evenings is to raise money, but it’s having a knock-on effect on member motivation too.” Gary has hosted two events so far, teaming up with friend and football
The Target Fitness team agent Phillip Graham. The evenings include eight rounds of ex-professional and amateur boxing, with keynote speeches from boxing personalities. The first event was attended by WBA champion Barry McGuigan and in February Michael Watson spoke to guests about his near-fatal injury sustained during a fight with Chris Eubank. The auctions featured prizes including signed West Ham shirts and F1 driver suits and at the last event, Gary himself donated 50 training sessions which fetched £2,000.
All the money raised goes towards the play barn set to be built at Tewinbury Farm in Hertfordshire, whose owners also have a son diagnosed with Leukemia. Gary added: “It’s been hard to keep the gym going during the last two years as I’ve been in and out of hospital with Madison but the members have been great and their support with these events has been overwhelming. “I’d really like to keep them going and once we reach our target of £100,000 for the barn, we’ll choose another charity to help in the same way.”
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Andrew’s leisure centre ‘setting a benchmark’ By Mary Ferguson THE fitness manager at a council-run leisure centre in Essex has revealed how he is helping it compete with private clubs in the area. Andrew Eley has made numerous changes since he took up his position at Riverside Ice and Leisure in Chelmsford, and claims his club is changing the face of council-run fitness facilities. An overhaul of the fitness suite in December has resulted in memberships increasing by a third, and half of all users are now GP referrals.
Andy said: “A lot of money was spent on renovating the gym and it is really paying off. Before, things looked tired and a bit rough around the edges but we got an interior designer in and although it may not be as big as some of the private gyms, it can definitely compete in term of style.” All the Technogym equipment was upgraded and the membership rush that began in January is still going strong. “I think that in general, council-run gyms are perceived quite poorly and I
know that Riverside didn’t have a great reputation. But I think we are leading the way now in terms of turning that around and Technogym told us we are setting a benchmark in the area.” Andrew used to work at Xpect Health and Fitness in Braintree and said although it takes longer to make changes in the public sector, he enjoys working with a wider range of people. One of the first changes he made at Riverside was overhauling the class timetable, which was ‘dull and losing
money’. Adding classes like cheerleading and hula aerobics brought the club up to date and time and money has also been invested into training up instructors. The biggest private competitors for the club are Virgin Active and Nuffield Health but Andy said they are now competing on a level playing field. He added: “I’m pleased with the changes I’ve made and think I’ve achieved my aim of bringing Riverside in line with the private operators in the area.”
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Eleventh club for ‘affordable for all’ chain By Louise Cordell
One of the largest local authority leisure centres in Wales has partnered with Life Fitness to upgrade their fitness suite. 40 pieces of new equipment will be leased by Life Fitness and the grand opening took place with celebrity athlete Darren Campbell and the local Mayor.
A GYM chain with the motto ‘affordable membership for all’ has been so successful it is now opening its eleventh premises. John Treharne started up the Gym Group with the aim of bringing a less stuffy and daunting fitness club to the general public and to bring communities together. The Gym Group clubs cost just £14.99 per month, have no joining fee or contract, open 24 hours a day and clients can leave whenever they want. This model has opened up membership to people who would not have considered joining a gym before and these make up 40 per cent of new members. John said: “The ongoing success of the Gym is most satisfying to see with our eleventh acquisition in Plymouth reinforcing our nationwide presence and our position as the largest and fastest growing low-cost gym operator. “The fact that so many of our members are first time gym users further demonstrates how much our concept is
needed throughout the UK.” The group also prides itself on its social responsibility and green credentials and has a paperless joining process. Over 70 per cent of the gym equipment in the clubs is energy efficient with the members driving the energy and treadmills the only machines dependent on electricity. It also ensures that all cleaning products are chemical free and that cleaning equipment uses 70 per cent less water than conventional machines. Finally, the chain works on attracting a different type of personal trainer compared with the average gym. The Gym Group club in Liverpool recently hired Allyn Condon, a two time Olympian and Commonwealth games gold medalist. He is the second British athlete ever to represent Great Britain in both the summer and winter Olympics and is about to start training in a brand new sport to attempt to become the first British sports person ever to compete at the Olympics in three different events.
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Personal trainer Kristoph Thompson has columns in national magazines and newspapers and is a regular face in the media. He spoke to Mary Ferguson.
‘I always knew I could never have an office job’
How did you get into the industry? When I left university I moved to America to study an MA in Human Performance. It involved a lot of work with strength and conditioning with athletes and it particularly interested me because it was based on such scientific principles. I got certified as a strength and conditioning specialist by the National Strength and Conditioning Association and spent two years in America training professional athletes. When I came back to the UK I wanted to diversify a bit. I like working with professional sportsmen and women, but I believe that sport is for everyone and so I started up a personal training company geared to people of all levels and abilities. What is the best part of your job and are there any downsides? Sometimes I can’t believe that I get to do what I love all day and I always knew I could never have an office job. When I was doing my business management degree I knew it wasn’t what I wanted to do and was always helping friends out with their sports-related coursework. Self-employed PT’s don’t have a guaranteed income so there is the constant pressure of finding and keeping clients, but that is the only downside. How did you get involved with media work? A friend of mine was working for a PR agency and they needed a personal
Pictures: Kim Sweet
trainer to comment in an article, and from there I got more and more calls. It just snowballed and the media exposure I get is really valuable to my business as it helps me differentiate myself from other trainers. Who do you look up to in the industry? Eventually, I’d like to have what Matt Roberts has – the studios, the clothing range, the recognition. I think a lot of other trainers share the same ambition.
What makes a good personal trainer? A good PT needs to be engaging, outgoing and personable – but most importantly they need to be able to sell themselves. If they are up against competition, the good salespeople will always get the clients over the best trainers. If a gym employs PT’s, they should offer them the same amount of sales training they give to their membership advisors. What challenges do PTs face when working within gyms? Because of the amount of money most gyms take from their trainers, the best ones will move on and become selfemployed. Turnover in the chains is especially high, which is why most of their trainers tend to be young and newly-qualified. If you have a good PT, look after them. If you can’t afford to pay them more, then you can hold on to them by increasing their job satisfaction, by giving them more responsibility or helping with personal development.
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Independent is smashing its targets By Mary Ferguson
Powerlifter Sebastian Wajncentel is bringing glory to Ripped Gym in Essex, who sponsor the record breaker and help with his training. Sebastian smashed the British record at the British Powerlifting Organisation’s Welsh and English qualifiers and having qualified for the Britains, he now has his
sights set on the world championships in November. Michelle Meade, owner of Ripped Gym, said: “We are honoured to have such a talent training at our gym – he is phenomenally strong and a great guy. We look forward to having a world champion in our camp.”
A RECENTLY opened independent gym in Slough is smashing its membership targets – despite being told it wouldn’t make it amongst so much competition. Activ8 was opened in March by a trio of strength enthusiasts, who called on friend and poster boy Bobby Khan to make an appearance at the launch party. Waleed Janjua, who partnered with Asif Khan and Bobby Akhtar to set up the business, told Workout they hit their first membership target within three weeks. He said: “People thought we were mad when we said we were opening a gym in the middle of Slough because there are so many clubs here, but they are mostly chains who appeal to a different market. We focus on strength, so I don’t really see them as competition.” The guys turned to Amazon to supply most of the equipment, which included Hammer Strength and a
number of CV machines. Dumbbells, plates and bars came from Jordan Fitness. A ladies-only floor was constructed to appeal to women who may be intimidated by such a focus on strength and Waleed said he is surprised at how popular it is. “It’s doing really well and I think a lot of that is down to the studio we have built for them, which hold women-only classes with female instructors. A lot of the guys go home and tell their partners about it, so it helps that they already know someone at the gym.” Word of mouth was the only method used to attract new members and it worked – with every new target set achieved in record time. Waleed added: “It took us eight months to get the building right after we bought it so there was plenty of time for people to talk about what was going on. So by the time we opened, everyone in the area knew who we were.”
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Many owners have fantastic expertise in the type of equipment they need and the programmes they will run. But when it comes to marketing, they somehow miss the boat. In the first of a two-part article, Dave outlines the key pointers ...
Running a successful marketing campaign By Dave Wright Establish your overall objectives Firstly, look at what you want the plan to achieve. Understand what your budget is, determine your market, establish the type of members you want and calculate how many members you will need to cover your marketing costs – fixed and variable. Once you have outlined your objectives, try to involve as many relevant employees as possible, thus ensuring that everyone is focused on and committed to the same overall goal. My tip: If x new members is the goal, break that down into y enquiries, z tours etc. This will test the complete marketing and sales process, not just the promotion itself. Set yourself a time line When you write down your objectives, start thinking of all the marketing vehicles that will help get you to your destination and how and when they should be employed. My tip: A campaign is like a story in that it has a start, a middle and an end. Establish key parameters
and checkpoints along the way so that you have a clearly defined overview of what you are about to embark on. Why? What? When? Where? How? The best way to ensure you get the basics right to ask the ‘What, Why, Where, When & How’ question: What is the offer? Why are we offering this? Where, When and How do prospects collect this offer? Answering all of these questions will ensure that you have covered all the bases and help to eliminate errors like missing out the club’s phone number. My Tip: If you have the time, it’s sometimes a good idea to run a marketing idea past one or two members whose opinions you value. It’s amazing how a different perspective can sometimes add value to the idea. Create urgency People are driven to purchase memberships through either the desire for gain or the fear of loss. An example of this is the situation when a prospect really wants to train at your gym because you have the best equipment in town (desire
for gain). And he doesn’t want to miss out on the £100 saving if he doesn’t join by the end of the month (fear of loss). So, having built up the value of your product or service, you should create urgency by nominating a cut-off date or a limited number of places. My Tip: Joining a gym is one of those things that’s easy to put off, so building a sense of urgency into the whole sales process will enhance the overall effectiveness of your campaign. External Marketing Because it reaches the masses, external marketing can also be your most expensive promotional vehicle. Sources of external marketing may include direct mail, newspaper adverts and telesales or radio adverts. Direct mail is often the most expensive, but it can also be highly cost effective in terms of raising general awareness. My Tip: Received wisdom says that the average person will see your ad seven times before they take action. Don’t expect external marketing to always deliver immediate results and don’t change your marketing because you are bored with it – the
Dave Wright prospect is probably just getting comfortable with it.
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UK FITNESS SCENE
Jason invites amputees to new show By Mary Ferguson
An expert in sports injury has joined Concord Sports Centre in Sheffield to help customers increase their fitness levels without the aches and pains. James Allen will work alongside Lauren Waller in Concord's sports therapy team to double the efforts in ridding fitness fans of sports injuries. James has a Masters degree in Sports
Therapy and specialises in sports massage, sports injury treatment and sports specific rehab to return customers to pre-injury fitness level. He said: "It's great to be part of the Concord Sports Centre team as the facility attracts both elite and amateur athletes. It will be a great experience to work in such a community based centre."
INDEPENDENT gym owner Jason Matthews will create the country’s first bodybuilding class for amputees when he stages a new show in Yorkshire later this year. Jason, who owns Ultimate Physiques in Castleford, is teaming up with NABBA chairman Paul Jeffries to host the Yorkshire Classic, which will be held in the town’s centre on October 10. Those with missing limbs can take part in a dedicated class for amputees, competing for the title of ‘Mr. Inspiration’. Jason told Workout: “The area needed a new show for those not quite ready for NABBA North East, but who still work hard on their physiques. I spoke to a few gyms around the area about getting together to put something on but no-one wanted to invest, so I was glad when Paul got on board with me. “Currently, there are no classes for people who have missing limbs and it’s not fair for them to compete in
mainstream classes because they will always be marked down for lack of symmetry.” One of Jason’s members lost a leg to a hospital infection a few years ago and he knows of other gym-goers across the county interested in taking part. “There are a lot of amputee classes in the US because of the amount of injured soldiers, but only wheelchair classes in the UK. If there is the demand then I will also put on an amputee class for women. “I know our show is on the same day as the British Championships but it’s a different kind of event so I don’t think it will affect us. “It would be nice if other shows would follow my lead by putting on classes but unfortunately I think it’s seen as being too much hassle by many of the organisers.” Jason is inviting amputees from all over the country to compete in the Yorkshire Classic. If you would like to find out more please call him on 07857 379277.
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INDUSTRY SPOTLIGHT Nicola Tune has been manager at Pinetree Health and Fitness in Newcastle for 12 years and the Jesmond-based club is thriving. Mary Ferguson paid a visit to find out why.
Why everyone at Pinetree whistles a happy tune ... NICOLA has worked at Pinetree since she was 21, when she joined as a fitness instructor. Twelve years ago, after working as sales manager, she was promoted to her current position and said the industry is very different today. “Within a year of being manager, five big chains opened up within five miles of the club. Initially, we lost some members to them but they have all come back and are now very loyal. At the end of the day a treadmill is a treadmill and members want a good experience, which they get here.” The membership structure at Pinetree has also changed, to become more flexible and suit a wider range of people. There are now 20 different options, ranging from £19.99 a month to £39.99 a month, and an 18-month contract was introduced to bring down prices for those committed to staying. Today there are 1,674 members, taking the club close to its capacity of 1,800. The club itself has also changed dramatically. The old dance studio has now been turned into a hairdressers, a creche has been set up and a free internet cafe installed to encourage people to stay and buy tea and coffee after their workouts. Nicola said enticing people to socialise like this helps build a good atmosphere and ultimately aids retention. “People also get together in the sauna and spa and we make sure we have at least four social occasions every year, varying what we do so it appeals to everybody. “And group exercise classes also help members make friends with each other, so we really value our timetable.” Les Mills classes were introduced a few years ago and since then, class participation has rocketed. The timetable is changed every three months and to relaunch it, staff wear fancy dress and take back-toback classes throughout the day, as a way of showcasing what’s on offer. “Little things like this help set us apart from the competition and I believe there is a lot that small gyms can do to compete with the chains. “For example I make sure all my members have four points of contact every time they visit – a greeting, farewell and two communications while they are working out.
Top: Nicola, above: a class in action and, top right: some instructors dressed up for a class launch “Every now and again I take the staff up to the gym, and ask them to tell me the names of everyone there. And they can’t cheat – because I know every single person that uses the facilities.” According to Nicola, looking after staff is as important as caring for the members – and that’s what keeps her turnover down. She said: “Because we are a small club there is only so far they can go in terms of promotion, so I make sure I invest in their self-development by paying for training courses. “It’s important they feel valued and in the weekly meetings we play teambuilding games and socialise outside
of work often – especially if targets have been hit.” Staff are also rewarded if they go the extra mile for a member, with extra bonus in their paypacket and an ‘excellence’ award. Nicola added: “As a small health club we are challenged every day to keep up with our competitiors, so doing what we can for customers is important. Even giving free chocolate biscuits out with the coffee or helping someone change a tyre makes a difference.” Members are also recognised for hard work, with a coveted monthly attendance award given to those who make the most visits.
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MULTI-FUNCTIONAL EQUIPMENT
An Enfield facility which combines medical advice and fitness expertise under one roof is going from strength to strength. Dominic Musgrave found out more.
Core soars after slow start CORE Exercise Clinic was launched three years ago by David Lloyd Leisure and Bupa, and today it has more than 500 members. Its main focus is rehabilitation, exercise for clients with medical conditions and for those who wish to get fitter but find the thought of a typical gym too intimidating. Exercise physiologist Nathan Garnham said when they first opened their client base was typically aged between 50 and 70, but they are now seeing a more balanced clientele with members as young as 16. He added: “What we have created here is a small, personal health club that is open plan and doesn’t play loud music. “We have a a floor-to-ceiling hexagonal fish tank in the centre of the room and there are no mirrors to make our members feel self-conscious. “We try to keep it very tranquil so that it is more welcoming for people who may not have been in a gym before, and our target is those who may think they are too old, too busy or are looking to get active to help with their health.” Single membership at the Core Exercise Clinic starts at £69 per month, which includes a detailed personal exercise plan based on an individual’s medical history and lifestyle put together by one of the ‘core experts’ Nathan added: “All of our members have an initial health assessment, where we find out things like their blood pressure, body fat and grip strength. “This gives us a good picture of where they are at when they first start, and we can then put together a programme for them tailored to their needs and goals. “We want to offer a one to one services as much as we possibly can, and every four to six weeks we review the member’s progress and make sure they are confident with the exercises. “We can also track members who
haven’t been into the club for a couple of weeks and contact them to make sure everything is ok.” David Lloyd recently took over the running of Core, and Nathan says he would not be surprised to see them use the concept in their sites across the country. He added: “There are no plans to expand on this site as yet, but in future it would be good if we could create another treatment room because we currently have to share it for health assessments with the physio. “We are always reviewing the classes that we offer, and our staff have tinkered with them for the benefit of the members. “Classes are kept small for groups of no more than eight people at a time so the instructor knows exactly what level of fitness they are at.” Nathan said the gym went on a massive marketing exercise after a slow uptake on membership when the clinic first opened. “I think much of that was due to making people aware of what we could offer, and what made us different from all the other gyms. “Getting the brand name out there was the hardest part, but we have built up good relationships with the local newspapers, and have done a few articles through them. “One of the reporters trained with us over a period of time, going through the protocols, and then wrote about his experiences.” Nathan said they also attended many local events in the area, offering members of the public the chance to have a go on the Powerplate machines. He added: “We did school events and summer and Christmas fayres to try to spread the word, and also joined up with Age Concern to offer advice on keeping fit and warm in winter.”
York adds to Half Rack versatility THE York STS Multi-Function Rack is an extended version of the York Half Rack. It has expanded the versatility of the Half Rack by adding a pair of uprights complete with hook-plates 42" in front of the rear uprights creating a modified open top Power Rack. The Multi-Function Rack combines the safety aspect of the Power Rack's interior spotting arms while accommodating for every option available for use on the outside of the rack through the use of reverse fitment Spot Arms and Technique Scoops. With the addition of the STS MultiFunction Bench, the rack enables athletes to perform all of the industry accepted core primary and secondary strength and power exercises safely and efficiently.
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Sponsored by:
KIDS’ FITNESS
Teens get last chance from gym By Louise Cordell TEENAGERS facing prison are being given a final chance to get their lives on track thanks to an independent gym in Yorkshire. Ultimate Physiques in Castleford is working with young people from a local pupil referral unit, providing training to help them improve their self esteem and cut down on anti social behaviour. The approach has been so successful that schools from the area are now requesting to get involved, bringing along their most challenging pupils in a bid to address their problems before they get out of hand. The club’s owner, Jason Matthews, said: “These kids are really in the last chance saloon, most of them have ASBOs and they are no longer in mainstream schools because they have gone beyond what the teachers can cope with. When they first came to the club a lot of them walked in smoking, some stood outside and threw stones and another threatened one of my instructors with physical violence. “They were really badly behaved and I thought that there was no way we were going to be able to train them.”
However, once the boys started training twice a week with the club’s instructors, who are experts in disciplines including martial arts, rugby and self defence, their attitude and behaviour began to improve. The training sessions are made up of a range of boot camp style exercises with T-shirts and water bottles handed out as rewards for improvement. The programme has become so popular that it now works as an incentive in itself, with pupils who behave badly during the week being stopped from attending the sessions as punishment. There has been such an improvement in the boys’ behaviour that the club is now starting work with schools in the area, where teachers are selecting pupils with challenging behaviour who they feel will benefit from the project. Jason added: “We have had an overwhelming response from schools and we are keen to work with as many young people as possible. “The schools feel that we are providing something that they don’t have the expertise or facilities to do, but the pupils take the better behaviour that comes with the training back to classes with them.”
Two South Yorkshire teenagers are to take part in the World Kickboxing Championships in Edinburgh. Jordan Brittain, 14 and Luke Parkinson, 16, will be in the England team competing between October 28 and 30. They qualified after reaching the finals of the British Junior Championships in Birmingham this month. Jordan and Luke are members of a kickboxing club run by former champion Arthur O’Loughlin.
Free access to activities for Liverpool youngsters AN inclusive fitness scheme in Liverpool is working to combat health inequalities in young people and get everyone involved in sport. The aim of Sefton’s Free and Active programme is to overcome social barriers to participation and get young people with additional needs involved in sport and physical activi-
ty. To do this, seven leisure centres across the borough have started offering access to all children free of charge – giving them the opportunity to access a wide range of activites, regardless of income or ability. Activities provided include rock climbing, street hockey, swimming, cheerleading and archery at a range
of locations. Jennifer Caine, business development officer at Sefton MBC, said: “It is vital to have additional support for children and young people with disabilities to help them participate in sport and physical activity. “So our Positive Futures team have arranged for additional training for
staff at each leisure centre to help them continue to provide sport sessions that are suited to them.” A range of activities now take place in the area including free lessons with expert tutors at Litherland Sports Park to give kids the chance to try out sports that would not usually be affordable.
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UK FITNESS SCENE
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Brits ‘losing touch with what healthy really means’ ‘FAST fix’ beauty treatments and celebrity images are causing Britons to lose touch with what being healthy really means, according to a survey. New research from Nuffield Health – undertaken to launch its new health score – revealed what people perceive as looking healthy versus the reality of a person’s actual physical health. Over 2,500 people were asked to identify who they felt was the healthiest from two images – one slim woman and an average looking man who had both undertaken health score analysis – which combines six different indicators to generate a measure of true health. Nearly two thirds wrongly selected the woman whose health score was lower, citing reasons such as body shape and toned body. And when asked what they perceived healthy to be, 60 per cent said glowing skin and a healthy head of hair were key visual attributes. Group medical director Dr Andy Jones said: “We have bought into the perception that beautiful equals healthy. Glossy hair and a dewy complexion are available in every high street chemist, enabling many of us to cheat our way to apparent vitality but good looking doesn’t always equate to good health. “In fact, many of the most important indicators of health have no outward signs and so to find out more about true health you need to find out what’s going on inside.”
Michael’s new goal to get others into shape By Dominic Musgrave A FORMER professional footballer is carving out a successful career as a personal trainer. Michael Gilkes, a left winger who played more than 400 times for home town Reading, as well as enjoying spells at Wolverhampton Wanderers and Millwall, was introduced to the idea by his former teammate Don Goodman. He told Workout that a career in fitness was a natural progression after he hung up his boots. Michael added: “I got my coaching badges but was looking at other things to do after I stopped playing, and fitness has always been part of my life. “I bumped into Don, who has started up a training course for personal trainers, and thought it would be good to get a qualification on to my CV. He gave me the opportunity to do it and after gaining it, the business has grown from there. “People get fit for lots of different reasons, be it for a sport or just to shed a few pounds and feel healthy. I enjoy communicating with people and sharing the knowledge I have of not just fitness but also the rehab side of things because I did suffer a few injuries during my footballing career.” Michael, who hopes to return to football in some capacity one day, uses a friend’s personal gym for his sessions, but is also just as happy going to people’s own homes or run-
Michael Gilkes ning sessions outside. He added: “The key aim is to make exercise a fun experience and not a chore. I know that people have very busy lives and I put together a programme to fit around them and their goals so they are happy with how they look and feel. “Some people love gyms and some hate them. Some like you to come to their home and others prefer the
fresh air. I am fairly flexible in my approach, but I have found that some gyms are not very welcoming because they have their own team of trainers. Like the start of any new business it does take a lot of hard work to get the word out there, but I am lucky in that I am a fairly well known name in the Reading area and it has been quite easy to get people to help and support me.”
Taking a fresh approach to group exercise By Matthew Januszek ACCORDING to the American Council on Exercise’s annual survey, consumers in 2010 will be arranging their fitness regimes with time and money in mind. As America’s leading authority on fitness and one of the largest fitness certification, education and training organisations in the world, ACE has an extensive network of personal trainers, group fitness experts, health and fitness specialists, lifestyle and weight management consultants. Each year, it produces a list of the top fitness trends. For 2010, the top ten key findings are: Cost-conscious workouts in clubs and at home. Group training. Time-efficient workouts. Functional training. Boomer-specific programmes. Exergaming. Health and fitness awareness. The importance of proper professional credentials. Speciality exercise classes. Fitness training tools. Interesting food for thought, but
you might be asking yourself how you can implement all (or even some) of these great ideas in your club? One solution is group exercise – a simple and yet actively effective way to incorporate many of these trends on many different levels, for many different people. If the recent state of the economy has threatened to make you a credit crunch casualty, try introducing small group training. It’s a fun, more cost-effective option for those who can’t justify a one-to-one rate, plus it’s a more profitable use of your instructor’s time. You may also chose to offer instructor led sessions for larger groups too, and while not directly generating revenue, these are a powerful acquisition and retention tool which will undoubtedly add great value to the membership. Group exercise also provides a time-efficient workout. Making the sessions shorter, but with a higher intensity is hugely appealing to those with busy schedules. Members want results with relatively minimal time invest-
ment, so mix it up and include aerobic and anaerobic exercises for maximum results. Functional training continues to be an increasingly growing trend. Offering a variety of equipment, such as kettlebells, medicine balls, rebounders and TRX to name but a few. All equipment can be used by exercisers at any fitness level with maximum results whilst helping them reach their goals. An often neglected, but profitable group exercise is senior fitness. Why not tailor some of your sessions for seniors meaning you are opening yourself up to a whole demographic of new clients who are crying out for fun fitness. As the population becomes older, more and more people are recognising the benefits of regular physical activity to maintain independence and general wellbeing for longer whilst also enjoying the social benefits too. These are just a few ideas of ways to take a fresh approach towards group exercise. You may be doing some of them already, which is great, but why not
step back a bit and see if there is anything you could be doing more effectively. Matthew Januszek is customer solutions director at Escape Fitness
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SUPPLEMENTATION AND NUTRITION
Nutrition’s key role in Nikki’s bootcamp By Christina Eccles A FITNESS instructor has revealed how offering a detailed diet and nutrition plan alongside her workout sessions has formed a key part of her latest venture. Nikki Swindle – who runs her Foxy Fitness classes throughout Yorkshire – has launched the 28-day Fearless Female bootcamp to help women get into fitness and feel good about themselves. As well as three exercise classes per week, a large part of the programme is also based around healthy eating and nutrition. In order to help the women get the most from bootcamp, Nikki has given them the elimination diet by Dax Moy, which encourages eating wholesome, natural foods and eliminating things such as processed food, wheat, most dairy and alcohol for the length of the programme. And she explained to Workout why she chose the diet as a good partner for her workouts. She said: “Dax Moy is one of the UK’s leading fitness professionals and around 25,000 people have followed his plan and got amazing results. “It’s a great detox for the body and gets rid of all toxins that cause numerous health problems. After the 30 days, you slowly reintroduce certain food types to discover if you have any intolerances. Most people are so toxic through years of overeating these types of food that they wouldn't know if they had an intolerance or not. Quite often it is as a result of eating these food types. “The diet is key to bootcamp – it’s a proven fact you cannot out train a poor diet. As the body is put under stress and in resistance training, muscle is effectively torn and then repairs to form a bigger/more developed muscle. You need to be following a
nutritious diet in order to ensure the body can repair itself effectively.” Nikki also revealed why she chose not to write specific meal plans for people on the bootcamp to follow. She added: “Basically I didn't want people to feel restricted as they are less likely to stick to the diet. Also having to count calories or points like at slimming clubs is a pain for most people and again another reason they fall off the wagon. “In this plan there is no counting or weighing, people simply have to follow very simple guidelines. “With just a few simple rules to follow it makes it much easier for them to understand what they can and can't eat and they also get a little bit more educated rather than just looking on a packet for a number.” Coming soon in Workout – find out more about Nikki’s bootcamp and how one of our reporters who took the challenge got on ...
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SUPPLEMENTATION AND NUTRITION
Energy bars and gels By Andrew Hamilton BSc Hons MRSC TOPPING up carbohydrate during and after workouts is vital for anybody performing high volumes of training. Energy bars are snack bars that are designed to supply energy in the form of (mainly) carbohydrate to help replenish the energy expended during exercise. Most bars contain a mixture of cereals and dried fruits with added carbohydrate in the form of glucose, fructose and maltodextrins. Energy gels fulfil the same role, but the carbohydrate is supplied as a thick syrupy solution, with a gel-like consistency. Unlike solid bars that are chewed, energy gels come in a small plastic or foil sachet with a tear off end, which allows the contents to be ‘sucked out’ and consumed easily during exercise. Why use energy bars and gels? The number one priority for anybody who exercises regularly is to keep muscle stores of carbohydrate (the body’s premium fuel for exercise) topped up. However, consuming high-carbohydrate snacks and meals at the right time is not always possible, for example when travelling, which is where the convenience and portability of energy bars
and gels can be very useful. Moreover, well formulated bars and gels supply carbohydrate in a form that is readily absorbed and assimilated and, particularly in the case of gels, which can be consumed during training to help prolong endurance. Bars or gels? Because of their semi-liquid form and lack of fibre or other ingredients, gels are emptied from the stomach more rapidly than bars, so are preferable for refuelling during exercise. The downside is that their high-tech formulation also means that per gram of carbohydrate, gels cost more than bars. Also (unlike energy drinks), gels supply very little water so you’ll need to take on board additional water during longer workouts. Bars on the other hand provide more of a conventional ‘solid snack’, so may be more enjoyable after training when they can be enjoyed with a cuppa or used to top up between meals. Who can benefit from energy bars and gels? Those who have to train more than once a day, when refuelling between workouts with conventional carbohydrate snacks and meals may not be possible, and those with hectic lifestyles/work schedules who may not be able plan carbohydrate-rich meals into their daily routines.
Andrew Hamilton
Right foods play vital role in injury recovery By Christina Eccles EATING the right foods can play a vital role in helping athletes recover from injury, according to experts. Performance nutritionists Bronwen Lundy and Alex Popple from the English Institute of Sport have been working with the British Olympic Association’s Intensive Rehabilitation Unit. And according to Bronwen, views on nutrition injury have developed in recent years. She explained: “Traditionally, the first thing that would spring to mind
when an athlete was injured was how to ensure they maintained their weight whilst training was reduced. We now know a lot more about the recovery process and the focus has shifted to the specific areas where nutrition can speed recovery up. So, whilst weight management is still on the list, it’s not the sole focus.” Alex added how specific areas of nutrition can support recovery and how athletes could benefit from including certain things in their diets. He added: “Quick recovery from soft tissue damage, such as muscle tears and traumas, could require an
increased protein intake, specifically the protein amino acid leucine, to support new cell growth and repair. “Key micronutrients such as zinc, iron and magnesium are also important for the healing process and formation of new cells. Such micronutrient and protein demands can be met by adding red meat, milk, shellfish, eggs, nuts and seeds to your daily diet.” For bone strength and maintenance, he advised that increasing vitamin D and calcium intake may be helpful to making a return to form.
“For some athletes, some sun exposure will be enough to top up vitamin D stores, especially in winter; otherwise they may seek supplementation, as advised by their GP. As for calcium, having at least three servings of low-fat dairy products per day, for example milk, yoghurt and cheese, will help keep calcium intake up.” He added that the type of injury will dictate the nutritional recommendations that are provided to support recovery so it is advisable to consult a professional for specific requirements.
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SUPPLEMENTATION AND NUTRITION
How Laura is giving online gamers food for thought By Mary Ferguson CREATING a diet plan for online gamers is helping personal trainer Laura Williams reach a new audience. Laura has put together a ‘wellbeing guide’ to coincide with the launch of video game Super Street Fighter IV, after being approached by the Capcom, the company behind the product. As well as advice on movement and flexibility, the guide contains an eating plan designed to keep gamers mentally alert, and stop them constantly snacking on junk food. The ‘Street Fighter’ menu contains simple meals including scrambled egg on toast, steak and jacket potato, cous cous and stuffed pitta. Snacks like small chocolate bars and jelly beans are included, so followers don’t feel too restricted. And exercises like thumb stretches and mobility work are recommended to keep people healthy, as well as helping them play better. Laura told Workout: “When I
was approached to put this together I wanted to make sure the eating plan really stood up to scrutiny, I didn’t want something gimmicky. “I tried to create a menu that was balanced and easy to follow for people who don’t like cooking, or don’t want to be distracted too long from their game. “Gaming is often associated with poor diets, but it doesn’t have to be that way.” Laura said she was pleased to get involved with the project because as well as getting her name ‘out there’ it was something different for her to get her teeth into. She added: “It’s an exciting project and I’m pleased it’s helping me reach a wider audience. I did so much research for it and even borrowed an X-Box that I forced myself to play with for hours, so I understood how gamers feel. “And by telling people the tips will help them improve their gaming skills, it encourages them to eat well for more than just the sake of their
Laura Williams health.” The wellbeing guide is featured on
gaming websites as well as Laura’s own site.
Belfast fitness club cashing in on new detox programme By Louise Cordell A BELFAST fitness club is retaining members and bringing in extra revenue thanks to the introduction of a new detox programme. Energie Fitness for Women in Finaghy started offering the programme in January this year, and already 20 per cent of her 250 members have incorporated it into their training regime. The month long Ultra-Body scheme provides gym goers with a blend of detoxifying herbs which are mixed with water and consumed every day. Saima Akram, club owner, said: “Detox programmes have always been popular amongst our members, but we wanted to offer them a product that delivers results. “Members are already telling me that they feel less bloated and even our IBS sufferers say that it is helping them. “Diet and exercise should always go hand in hand, but not everyone thinks about cleansing their body of unwanted toxins. “Although exercise is a great way of pumping oxygenated blood around the body, which acts as a detox in its own right, it doesn’t rid the body of the negative toxins that build up over time.” Michael Clark, head of fitness and wellness at UltraBody, pointed out that this type of programme can offer a valuable additional revenue stream to clubs, as well as demonstrating to their members that it is committed to offering them a full health and wellness service. He said: “Regular gym goers trust the recommendations that their trainers make, so are more likely to purchase these products from someone who has the experience and qualifications to provide additional advice and support.”
World’s Strongest Man competitor Darren Sadler joined some of the biggest names in fitness and nutrition at this year’s Bodypower Expo in Birmingham. Strongman Darren appeared on the Multipower stand to support the launch of the company’s new Whey Protein Iso product and met visitors throughout the weekend to pass on fitness tips and nutrition advice. The show also saw the introduction of the glamorous Multipower ‘M-girls’, who encouraged visitors to taste test the four new Whey Protein Iso flavours: French vanilla cream, super rich chocolate, strawberry crème and toffee fudge.
Free supplements peddled to cyclists CYCLISTS taking part in the Pendle Cycle Fest are being given the chance to try a new range of sports supplements for free. As part of its sponsorship package for the event, CNP Professional is supplying all participants with its new nutrition supplements, which are also used by the Sky Pro Cycling
team. Nigel Mitchell, Team Sky’s head of nutrition, said: “We are very excited by the new Pro Energy Max gel. “We asked our athletes to specify what they wanted, then CNP worked with us to develop a formula that met the requirements. “The critical issue was to get
the boost and then maintain it, rather than have the follow up ‘energy flat’ that can sometimes happen.” Along with CNP's energy gels, drinks and bars, participants at Pendle will be able to try the company's protein supplements, which are also used by Team Sky to enhance performance.
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SUPPLEMENTATION AND NUTRITION
www.workout-uk.co.uk
Dome hosts Raw Power weekend
Rob Reinaldo
THE Raw Power Weekend event incorporated both strongman and bodybuilding classes at the Doncaster Dome. This year an entirely new class was introduced for women – the Raw Talent Fitness Model class – and the bodybuilding classes were compressed into two, the First Timers and the Open Mr. In the First Timers/Junior class Gavin Shawcroft came first, Grant Forshaw second and Danny McKenna third. In the Open Mr/Masters Rob Reinaldo came first, followed by Daniel Welburn and David Bowdler. Finally, in the Fitness Model category, Stefanie Rycraft-Jones won, Jenna Guy was placed second and
Jorja Harris came third. Organisers had expected close competition in the strongman show between the Polish and British teams. However, the British team, made up of Terry Hollands, Mark Felix and Lawrence Shahlaei, defeated the Polish team, made up of Jarek Dymek, Toczek and Kowalczych, six to nil. The ladies class attracted scouts from the health, fitness and beauty industry together with local press and two of the girls were signed up by a local modelling agency. The show attracted a good turnout and feedback from those that attended praised its organisation and relaxed atmosphere. Stefanie Rycraft-Jones
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Members get the best of both worlds By Louise Cordell
Simon Shepard (right) analyses professional golfer Benn Barham’s results, as fitness instructor Hannah Tapp looks on.
Kent gym-goers trial new health tool A GYM in Kent has given members the chance to trial a new health and well being tool which monitors how your body is coping throughout the day. Members of the gym at the London Beach Hotel in Tenterden have been given the opportunity to use a Firstbeat belt, which is being supported by sports fitness guru Simon Shepard. Simon explained: “Firstbeat is a new technology, designed in Finland, that shows how your body is coping through the day and night and gives you the tools to optimise perform-
ance and recovery. By using a digital monitor that evaluates the pattern of your heart beat, it provides real time data that reflects what is happening in your life, minute by minute, hour by hour. This enables users to analyse how the body is reacting during training and rest.” Club owner Pierre Edmonds added: “Health clubs and gyms are a competitive industry and we need to make sure we are offering members, and potential members, the latest technology available to ensure our establishment is ahead of the game.”
AN independent gym owner, who has found success with a new low-cost model, is now aiming to introduce other clubs to the concept. Declan Ryan has been running Active4Less in Stevanage as a lowcost gym for two and a half years and has seen his revenue increase beyond recognition. He is now developing a budget, no contract licence which he hopes will encourage other independent operators to move towards the low-cost model and experience the success for themselves. Declan said: “Switching to low costs has gone really well for us. “Our membership has gone through the roof and we now have surplus profits at the end of each year that we can invest back into the facility and staff training. “The beauty of independent clubs is that they have huge flexibility to adapt quickly and I think that more clubs should make the most of that. “There is a huge opportunity for independents to reposition themselves in the local market and establish themselves before the low cost concept catches on with the bigger chains. “It could be a good option for clubs
‘We have taken the strengths of being independent – having well trained staff on the floor and providing an excellent service – and combined that with low cost’ that are struggling in the current economy or for those who have considered a change, but who haven’t known how to put it into practice.” To get clubs involved, Declan is putting on a two-day workshop in July which will provide the opportunity for any owners who are interested in the scheme’s potential to find out more. He added: “I want to give independents the chance to take on something that has been proven to work and the support to see it through. “We have taken the strengths of being independent – having well trained staff on the floor and providing an excellent service – and combined that with low cost. “This is in contrast to some models which just provide a room filled with equipment and a security guard. “With our method the member gets the best of both worlds.”
Scheme helping thousands stay healthy in recession By Louise Cordell AN AWARD winning fitness scheme is helping thousands of people in Sheffield stay healthy during the recession. More than 16,000 people in the area are now using Fitness Unlimited’s gyms, spin studios, swimming pools, group classes and health spas – a 4.5 per cent increase compared to the
same period in 2009. Steve Brailey, chief executive of facilities operator SIV, said: “Driving participation in physical activity is one of our key objectives and the quality, value for money and diversity offered by Fitness Unlimited continues to ensure that health and fitness opportunities are accessible to all in the city.” Now a cardiac intensive nurse has
New programme brings noticeable uplift CLUBWISE have launched an automated, InterActive Referral programme, enabling clubs to offer their members reduced monthly membership rates based on the number of members they refer. This is a fully automated process and changes to the rate the member receives (either up or down) will be actioned automatically and, for as long as the member they introduce remains at the club, they will continue to receive the benefit. Dario Carabba, the owner of énergie fitness Fulham, said: “Since we have introduced this programme, we have seen a noticeable uplift in new member referrals. “ClubWise has developed a fantastic programme that really allows club
owners and sales managers to drive this area of the business forward with ease and in the confidence that the complex process will run smoothly. “I am positive that InterActive Referral will have a significant impact on new member sales and retention and aid in the club’s growth of member numbers. For more information visit: www.clubwise.com
avoided becoming one of his own patients by joining the scheme. Neil Crichton-Smith sought help because obesity, high blood pressure and back pain were putting a massive strain on his health. He said: “I remember a surgeon saying I’d be on his table in two years if I wasn’t careful. “I look after patients in intensive care after heart surgery but I didn’t
really think of me being in their place.” After a 12-week GP referral course, Neil now uses the facilities up to five times a week and his weight has dropped from 19 stone to 15 stone and three pounds in less than two years. He added: “I now have more confidence, I’m happier and I enjoy work more because it’s not physically unpleasant.”
Fun and fashionable in pink ... TO celebrate the 20th anniversary of the Reebok step Escape Fitness are offering you a chance to make any studio look fun and fashionable with the pink step. Yes you heard us right; it’s fabulously pink, active in attractiveness and has all of the proven benefits that have made the original an industry leader. Step training is the ultimate in low impact aerobic training and now it has never been easier or safer to get the heart pumping, mussels toning or calories burning.
With integral risers making it compact and non slip floor blocks ensures even the more energetic steps can be taken with reassurance opening up the possibility of more versatile workouts. The Reebok pink step also adjusts to three training heights with unique interlocking block positions making it perfect for every fitness level. Why not REEfresh your studio today, visit: www.escapefitness.com or call: 0800 4585 558 today.
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LETTERS
Editor’s comment THERE is a lot of doom and gloom in the world, so it is always nice to hear of gyms and personal trainers who are thriving. And this month we have several stories to inspire, including former professional event rider Charlotte Ord, who has been dubbed ‘the future face of fitness’ on page four and says that she can only see her business expanding. And if you always wondered what professional footballers do when they hang up their boots then we have the story of Michael Gilkes, who played more than 400 times for Reading, on page three, as he looks to carve out a successful career in personal training. And then there are the successful gyms, that are managing to beat the current difficult financial climate by coming up with innovative ways of attracting new and retaining existing members. This month we feature a recently opened gym in Slough that is smashing its targets, despite the owners being told they were mad because there were already so many existing clubs in the town. There is also Pinetree Health and Fitness in Newcastle (page 19), where there is a membership package to suit all needs. But these changes are nothing compared to what Shaun Ginger has planned for his Chorley establishment (front page). Faced with the threat of his business rates doubling, the builder has come up with the radical idea of totally transforming his business and creating four flats to hep pay the bills. As ever we always love to hear from our readers so if you would like your gym featuring in a future edition of Workout then please do not hesitate to get in touch. Call us on 01226 734712 or email ah@whpl.net
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We’d like to hear from you. Send your letters to Workout newsdesk, 47 Church Street, Barnsley, South Yorkshire S70 2AS or email: mf@whpl.net
Strict audit process imposed on organisations MIKE HUTCHINSON, head of marketing, Bacs:
Industry can be proud of its record FRED TUROK, TAG Chair THE numbers of young people not in education training or employment has stayed the same over the last decade, according to a report from the Schools and Families Select Committee released recently. This is despite many government initiatives to improve education to work prospects for young people. We as an industry are helping the government to address youth unemployment issues by recruiting young people with lots of potential and guiding them to achieve careers in our industry. As well as developing a generation
of health and fitness professionals, we will help the next government address the wider issue of health and wellbeing in local communities across the UK. Organisations like TAG, the charity getting young people from disadvantaged communities into the industry, are being supported by independent gyms as well as the larger businesses and we have now taken hundreds of young people into the health and fitness industry. The commons select committee may have condemned the government’s record, but this industry can be proud of its record on tackling youth unemployment.
Supporting Ashbourne Membership LIZ KALSI, Enterprise Health and Fitness I AM writing to offer my support for Ashbourne Membership management. We have been using them for two years since our gym opened. Their contracts clearly state the number of months the member is signing for, plus the number of monthly payments that will be taken. When a three-year deal is offered through a marketing company, the
prospective member is shown the total amount and advised clearly on the contract term. The member has to sign on the front of the agreement and they are taken through the small print and asked to sign next to each paragraph on the small print. The long contract terms are specific to very exclusive offers, and anyone who claims they didn’t know is clearly trying it on after they have benefitted from several months’ very cheap membership.
I READ with interest an article by Ray Algar in the March issue of Workout. In this piece, Mr Algar discussed the demise of Belmont and questioned the level of ongoing auditing Bacs employs to assess the financial stability of third party organisations, known as bureaux, which collect funds via Direct Debit, on behalf of their clients. On behalf of Bacs, I confirm that a strict audit process is imposed on all organisations prior to being accepted by Bacs as approved bureaux. This process is repeated on a triannual basis and includes assessment of the company’s financial integrity. The audit is primarily concerned with ensuring all bureaux have the infrastructure in place to collect Direct Debit payments on behalf of their clients. It is not Bacs’ role to carry out indepth audits of each bureau’s financial health. It is is the responsibility of those organisations engaging with bureaux to conduct the diligence required to ensure the companies they employ to collect Direct Debit payments are adequately equipped to do so. Direct Debit is a robust payment option for all UK companies, including health and fitness clubs.
Cramp ties Herol’s skipping attempt in knots BOXING legend Herol 'Bomber' Graham failed in his attempt to break the record for non-stop skipping. Herol, a former British, Commonwealth and European boxing champion, took part in a World Marathon Skipping Record challenge at Ponds Forge International Sports Centre in Sheffield in aid of The Children's Hospital Charity. He had to abort his attempt to beat the record, which stands at 27 hours, after nine hours, due to a severe bout of cramp, but plans another attempt in the near future.
Footpath challenge
A GLOUCESTERSHIRE personal trainer is hoping to sprint into the record books by becoming the first person to run the 102-mile Cotswold Way in a single day. Adam Powell is running the length
of the long-distance footpath between Bath and Chipping Campden in June to raise awareness of the importance of a healthy lifestyle. He is also trying to raise over £10,000 for Help For Heroes. He said: “Training for such an event has been a steep learning curve as well as an intense personal challenge.” The full length of the famous footpath is the equivalent of almost four marathons.
Food chain
GUESTS at a hotel in Denmark are being given free food in return for using exercise bikes at the gym. The Crowne Plaza Copenhagen Towers is offering people a free meal if they agree to generate power for the hotel on the cycles. It is planned that the hotel will be
Herol 'Bomber' Graham fitted with two special simulatorgenerators, which will be used by guests as a fitness tool and as an environmentally clean source of electricity.
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