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March 2010
The UK’s No 1 fitness industry magazine
New chain to target the UK
Fire-hit gym rises from the ashes By Mary Ferguson AN independent gym devastated by fire is back in business and vowing to make the most of 2010. Flames tore through Southport-based Ainsdale Health and Fitness last year, just nine months after it was taken over by a new owner. But Lynne Atkinson told Workout they are now back on their feet after a refurbishment – and are looking forward to better luck this year. The fire began in the male sauna last May and has been blamed on an electrical fault. Ten members who were on the gym floor were evacuated safely and three fire engines spent over two hours tackling the blaze. The changing room was destroyed, all the equipment was ruined and the walls and floors were charred and rancid. Lynne said: “The damage was devastating. I had just started putting my mark on the place, so to see it all ruined was just awful. But the club is now going from strength to strength and because of the refurbishment, we are looking and feeling 100 per cent better. I’m very optimistic that 2010 will be a good year.”
The building was insured by the landlady and Lynne’s contents insurance paid for the ruined equipment to be replaced by Bolton-based Servicesport. The changing rooms were overhauled, a boxing area created and a Rosemary Conley diet club now operates form the facility. Lynne said the place is now buzzing, and a calendar of charity events has been planned to raise money for the Alzheimers Society. Lynne had been studying for a degree in Physical Education, but deferred her final year so she could concentrate on sorting out the gym. She added: “The sauna was ten years old and even though it passed everything ok, I do think it’s a good idea to replace things as they get older. And what happened to me proves how important it is to be up to date with electrical checks and PAT testing. “We were lucky the fire happened during the day so we could take action immediately – if it had been during the night, then I shudder to think how much more damage there could have been.” I For more on how the gym has bounced back from the fire, Page 9
No 198 £3
Personal trainer Stefano Chiriaco is the newest member of staff at exclusive independent gym KX in Chelsea. As well as gaining famous clients he is also making a name for himself in TV and modelling, and specialises in kettlebell training. Full feature on Stefano and KX, Page 21
A NEW crop of mid-market gyms is to arrive in the UK as a world-famous club rolls out its expansion programme. World Gym – based in California – opened with Arnold Schwarzenegger as its poster boy and is aiming to launch more franchises all over the globe. Britain is early on its hit list of locations. The brand was founded in 1976 by Joe Gold, originally of Golds Gym, and currently has 183 franchised locations globally. Its target market is 18-34 year olds and memberships will be priced between £2939 a month. They will compete with other brands through innovative programming, including a ‘cellulite solution’ and a programme to delay the aging process. San Diego based Global Business Systems have been brought on board to roll out the franchises. Director Jim Teatum told Workout: “The ink is literally just drying on the agreement but we are looking for franchisees straight away, and we see a lot of potential for the brand in Britain.” I See Page 7 for full interview with Jim.
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Gyms struggling after finance firm fails By Mary Ferguson ANGRY gyms are struggling for money after membership collections company Belmont Finance crumbled into administration. Operators who used the company to collect direct debit payments have not received their revenue, after the company bowed to debts. Ashley Roberts, owner of Optimum Gym in Ruislip, told Workout he is worried he has lost a lot of money. He said: “It could take years to claim back what I’m owed from the administrators and they have already indicated there won’t be anything left after Belmont’s debts have been paid. “I’d only signed up with the company a few months before they fell apart and I didn’t know it at the time but there were already having crisis meetings before that. “I always keep back-up funds and I get other income from personal training but it’s still not a great situation. “You’d think it would be pretty easy
sums for Belmont – they knew they were taking a cut of all the memberships – so I was surprised when I heard they had got into so much trouble.” Ashley has been helped by some members who, after hearing about his problems, offered to pay a few months upfront. Others have been helped when Harlands Group, who have purchased Belmont out of administration, paid out £100,000 of unsecured loans to those struggling after lost collections. Harlands Group managing director Kevin Scott said: “The company had run up significant losses and our aim was to salvage the direct debits. At the end of the day, the Belmont book is a fraction of ours but if all their clients had lost all their direct debits, it would have become a much bigger industry issue.” The purchase also means Harlands Group has acquired Belmont’s debt recovery arm, Revenue Collection Services. Dave Stalker of the FIA added:
Kevin Scott “Belmont Finance was until quite recently a member of the FIA and whilst we cannot comment on any individual case, we do sympathise with the employees who worked for any company which falls victim to the recession, as well as organisations connected with them.”
Ray Algar, director of Oxygen Consulting, blogged about Belmont’s demise on his website and spoke to people affected. He told Workout what he thinks about the situation.
Make sure you know your business partners IT seems that some were aware of Belmont’s financial difficulties, but those who needed to know – such as the clubs using their services – were unaware. A quick look over their last accounts filed showed the company has net liabilities of £1.1 million. After investigating the Belmont collapse I believe there are four questions that need addressing: I Were Belmont’s club clients aware their funds were being administered by a technically insolvent business? I What ongoing auditing does the Bacs organisation undertake of organisations authorised to collect consumer funds via direct debit? I Is there a more robust system that would better safeguard membership income due to clubs? I What financial support can the industry now provide to help affected clubs? The words ‘due diligence’ spring to mind when I think about the future implications for how clubs engage
with third party collections bureaus. A club should undertake an appropriate amount of research on their chosen collections bureau. At Ray Algar minimum, I would recommend downloading their accounts from the Companies House website (nominal fee and instant download). Pass these to the club’s accountant for an opinion, if necessary. Ask for details on a cross-section of clients and speak with them. Also, post a comment on social networking sites such as LinkedIn and ask other clubs about the service they are receiving. It’s about getting to know the business partners that are pivotal to running your business.
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Sean takes concept to America A FITNESS fanatic battling to introduce a gym-based sport to the industry has broken into America with the concept. Sean Blyth is celebrating after a club in New York took his idea on board, putting members through the run, bike and row, a first stage ‘X training challenge’. He said: “Gym based sports involve running, rowing, cycling, weights, abdominal work and basically anything else you would do in a club. “Worldgymchallenge.com was created to emphasise the elite gym athlete in any gym and highlight their fitness levels and also those that just like to be motivated and train with a purpose. Achievements are recorded on a central database, so anybody can search and compare their own fitness levels.” Sean has coined the name ‘gym eagle’ for people that take part in the challenges, which he claims outdates the tags of ‘gym bunny’ and ‘gym junkie’, often used to describe people that like to workout.
£200k upgrade for sports centre BLACKPOOL Sports Centre has undergone a major refurbishment to upgrade its facilities. An investment of £200,000 has seen the centre become the first in the area to feature a full Fitlinxx Management system and the fitness studio has more than doubled in size to include 60 pieces of Life Fitness equipment.
Fitness centre is making a difference to Asian community By Mary Ferguson A FITNESS centre for Asian women in Birmingham is expanding, after proving it is making a difference to the community. Saheli Adventure Hub has been based in Balsall for over three years and there are now plans to open a second site elsewhere in the city. Working with women who are often new to fitness, the centre has helped many of them exercise their way to health. Much of its business comes from GP referrals and just five per cent of its funds come from regular membership, which costs just £10 a month. Manager Shebina Gill said: “After a year, we raised our prices to £15 and immediately lost 80 per cent of our members, so dropped it back down to £10. It was a dire time. “But there is nothing else around here for women to use as the sports centre was taken out 18 months ago and the only other place is a private gym that the ladies just can’t afford. “A few of these women-only clubs have popped up since we opened as they think that if we are here must mean there is a market – but they don’t realise we are a charity and don’t make any profit. They initially take a few of our members but they also come back, saying it’s just equipment, not a club.”
Facilities at Saheli, which means ‘friend’, include £45,000 of gym equipment, a wooden sprung floor for group fitness and a SHOKK target wall and dance mat system. They have recently installed an Inbody body composition analyser which is used to monitor the progress of the women. “Just because we are a charitable gym doesn’t mean we can’t have decent equipment, as the Power Plate and Inbody prove. People are surprised at how nice the place looks when they come in.” Shebina tries to upskill all her members so they are eventually able to work within the centre and many become ‘gym buddies’ to help others get the most out of their workouts. She said most of the members are new to the gym environment, but not because they haven’t wanted to exercise before. “Ladies around here face many barriers to fitness. They don’t have access to many facilities either because of lack of transport or lack of money. Plus for cultural reasons, they need to be in a safe and secure environment without the risk of a man coming in and seeing them without their headscarves. That’s why we have a security system on the door. And because their husbands know this, they are happy to drop them off here.”
Shebina Gill
Kent club rings in the changes for 2010 A HEALTH club in Kent kick-started the new year with a fresh range of equipment and updated pricing structure. Peak Fitness, based in Tonbridge, has invested £70,000 in a Star Trac upgrade programme, after deciding its ten-year-old Technogym machines needed bringing up to date. And year-long contracts have been
shortened to six months, to cater for people’s changing needs in the recession. Club manager Julie Poole told Workout: “It’s been a really good start to 2010. We have been holding our own during the difficult economic climate but we are confident this year will bring good things. “And we hope that offering people
six month contracts will encourage them to sign up, as many are wary of committing for a year.” The club held a launch event to showcase the new equipment, with representatives from Star Trac on hand to show members how to use it. Julie said the event was a success, despite heavy snow causing a few problems. And to encourage people to try out
the machines, members and staff were invited to take part in a climbing challenge, using the stepper to climb the equivalent height of the Leaning Tower of Pisa. Julie added: “The staff have been very competitive with it and really got into the spirit of the competition. “And because it’s ongoing, it’s been a great motivational tool for members.”
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‘Sleeping giant’ brand ready to hit the UK By Mary Ferguson THE UK fitness industry is gearing up for an influx of mid-market clubs from World Gym. Sold by Planet Fitness last year, the brand was bought by a wellknown LA family who have hired Global Business Systems, run by Jim Teatum and George Jackson, to roll out the franchises. Workout was the the first publication that Jim spoke to about the franchise programme, and he described World Gym as a ‘sleeping giant’ of a brand. “There are several franchises in the fitness industry and what’s happening is that many of the people that run them are business experts, but not experts in the field of fitness. It can be intimidating for new franchisees, so we are trying to take the intimidation out of the equation and welcome them into the World Gym family. Essentially, we are taking the brand from the suits and giving it back to the gym owners.” World Gym has a rich heritage. Founded by Joe Gold in 1976 it was very much part of the Santa Monica/Venice Beach scene, visited by big-name bodybuilders and Hollywood celebrities including Arnold Schwarzenegger. Jim said it is building on this image to appeal to its target market of 18 to 34 year olds by taking the brand back to its roots. A big reason people, especially young people, don’t join clubs is because they don’t want to be tied into a
Joe Gold and Arnold Schwarzenegger long contract so we are looking at six week memberships that focus round a specific programme. People don’t join clubs to buy a room full of equipment – they have specific aims and we are tapping into that.” Originally from Yorkshire, Jim moved to America 20 years ago and has since been president of the Nautilus Commercial Division and Senior Market Development Director for Reebok International. He said each international market will be targeted differently, adding: “In terms of the UK, we
have all the figures with regard to participation and overwhelmingly, it’s very much a cardio and group exercise driven market. “So we are trying to redress the balance, and look at introducing strength training into people’s workouts. We are looking for a national rollout and like the USA, fitness still tends to be a middle class pursuit over here.” India is also a target market and Jim added that Germany is ‘very attractive’ due to the number of people who don’t currently use gyms over there.
Strongman legend Terry Hollands paid a visit to Ripped Gym in Harlow, training with staff and members. Terry, whose training schedule has been described as ‘ferociously unforgiving’, posed with fellow gym users.
Equipment designer launches new cardio fitness range ITALIAN sports equipment designer Pininfarina for Panatta Sport has launched a new range of cardio fitness machines. Keith Morton, Panatta’s UK sales director, said the Pininfarina CV range is ‘a real Italian job’. He said: “For generations we have seen the quality of Italian engineering and design technology with names like Ferrari, Lamborghini and Alfa Romeo. Now Panatta Sport has linked up
with ones of the great Italian designers to produce the Pininfarina CV cardio machines.” The result of two years’ extensive research, development and testing, the range is available in two lines – Gold with a seven inch graphic screen and Platinum with a 12 inch screen with full multimedia system. As an added bonus, the machines come with a five-year major parts warranty.
Centre relaunch BLACKPOOL Sports Centre has relaunched its health and fitness facilities after a £500,000 extension. The extension created a brand new exercise class studio, a dedicated spinning studio and allowed the fitness studio to more than double in size from 136 sq. m to 300 sq. m. New branding for the centre was developed and ‘zones’ were created to target specific groups such as children, young adults and those with respiratory or cardiac issues. The need to upgrade was identified following a three-year partnership with Alliance Leisure that saw indications increase by 60 per cent year on year.
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Free physio and PT brings healthy profit for partners By Mary Ferguson
A Chester spa is calling for all gyms and leisure centres to remove sunbeds. The Club and Spa at Hoole Hall wants all of the areas health and fitness providers to ban sunbeds after Cancer Research UK recently revealed more than a quarter of a million 11 to 17year-olds risk their health by using the beds. Flintshire County Council has banned all sunbeds from its council-owned leisure
centres and Stephanie McDonnell, spa manager at The Club and Spa at Hoole Hall, wants West Cheshire and Chester Council to do the same, along with the region’s privately owned gyms and spas. She said: “There is now no reason for anyone to use a sunbed. There are better ways to get a healthy glow through diet, exercise and tanning products that are actually good for the skin.”
‘Sheffield success story’ celebrates ten years SHEFFIELD-based fitness scheme Fitness Unlimited is celebrating its tenth anniversary.
Steve Brailey, chief executive of SIV, said: "Fitness Unlimited is a fantastic Sheffield success story.
It currently has more than 15,300 members and since its launch in 2000 nearly 20 per cent of the city’s population has been a member.
“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.”
The scheme offers access to four facilities operated by Sheffield International Venues (SIV) – Ponds Forge International Sports Centre, Hillsborough Leisure Centre, Concord Sports Centre and Don Valley Stadium.
It was a record-breaking 2008-09 for Fitness Unlimited with a 24 per cent increase in sales figures, up by £680,000.
THE owner of a gym that gives away free physiotherapy and personal training has revealed how he makes a healthy profit. Spencer McCormack operates BWell health clubs and currently runs two sites in Gorleston and Hemsby in Great Yarmouth. After leaving the army he found work as a sports therapist, met business partner Paul Brice, and came up with the business model. Being in a deprived area, he realised that the people who really needed help often couldn’t afford it, triggering him to think about opening a health club that included physiotherapy in a monthly membership. The top membership price at BWell clubs is £31, which includes unlimited physiotherapy and personal training. He said: “I personally believe that all clubs should give it for free. “It doesn’t make sense that so many of them claim to have the personal touch – but then go and charge people for it. “What we do works financially because if you invest in someone at the beginning, they will stay longer and start looking after themselves.” The Gorleston gym is based at James Paget Hospital and Spencer believes it is the only profit-making gym site within the NHS. The initial consultation for physiotherapy is charged, and the member is then handed over to someone from the fitness team who trains them
Spencer and Paul according to advice from the physio. “We often take people out for runs, or get instructors to work out alongside members to help them with motivation. “It’s not such a big deal for our members that they get free training as we have always done it. And I’m a great believer that everything should be personal.” Spencer said the Hemsby site – which opened four years ago – was in profit before it even opened, because of strong pre-sales. And the hospital-based facility throws up free marketing opportunities as Spencer is able to advertise on the hospital intranet without charge, reaching 3,000 staff. He added: “In the last year we have doubled our turnover, despite the country being in the middle of recession. “My business partner and I draw a nice wage and I believe we are skimming the surface of what I know we can ultimately achieve.”
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Why Lynne wouldn’t be beaten by blaze By Mary Ferguson WHEN Lynne Atkinson discovered a fire at her gym, she was determined to keep it open for members. Ten people were using the facilities when the blaze began at 2pm on a Friday afternoon and despite extensive damage, a weekend of hard work meant doors were reopened on the Monday morning. Lynne said: “At first I just wanted to throw in the towel and give up, I was that upset when I saw the damage. But as a team, we decided we could take on the challenge and get the gym to an acceptable state. “All the staff mucked in, scrubbing and cleaning throughout the weekend, and many of the members who had seen the fire on the news came down to lend a hand.” The electrics were ruined, but the building’s landlady helped and call-
ing on the experts they managed to get back to working order. The only thing that couldn’t be addressed immediately was the smell, but Lynne said the members were very tolerant. “When we opened on the Monday morning we were terrified no-one would turn up but lots of people did, because they wanted to show their support. Members had to use an outside portaloo for months and put up with an awful smell, but they never complained. “We did lose a few because those that exercised before work had nowhere to shower but everyone really was great about it.” Fitness instructor Gary SpencerBurton was looking after the gym when the fire alarm went off and Lynne said she was impressed with how he handled the situation. Weekly alarm testing and regular drills, she said, ensured staff knew
Above: Lynne and Gary, who evacuated members during the fire. And, left: the refurbished gym
how to cope in the event of a fire. She added: “Although it was an awful time, the members and staff got me through. And all the compa-
nies we called on, from the electricians to Servicesport, did a really great job in getting us back on our feet.”
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In our second interview with top level politicians, Andree Deane speaks to Liberal Democrat MP Norman Lamb, Shadow Secretary of State for Health.
‘Campaigns on their own will not make a difference’ How important are government-led health campaigns like Change4Life in getting people to be more active and use health clubs and leisure centres? Campaigns are important but to be really effective there needs to be a combination of national campaigns combined with far greater regional and local involvement. PCTs are not engaged enough in the promotion of health and well-being and the money allocated to them tends to go into cure rather than prevention. Campaigns on their own will not make a difference – PCTs should be given more incentives to get local businesses involved and engaged with the promotion of physical activity and into working with local health clubs and leisure centres. What can realistically be done to get more people to engage in fitness activities? Local engagement is critical. We need to get PCT’s engaged in getting best practice examples, of which there are many, replicated rather than left as sporadic examples. Incentivising PCT’s into putting their resources into the prevention agenda could be of incalculable value. I have just written a pamphlet for the NHS on giving incentives to PCT’s for establishing health and wellbeing programmes with community groups. This concept would give £1 for £1 additional funding to PCT’s who can show evidence of engaging in a practical way with the healthy lifestyle agenda. There are many local health delivery structures in place that could be harnessed but they need to be given ‘teeth’ – the power and the financial incentives to be able to deliver. Will offering financial incentives ever really work? Overseas evidence shows us that financial incentives most definitely can work in encouraging individuals to lead a more active and healthy
Norman Lamb lifestyle, for example the South African Scheme ‘Vitality’ in which individuals can gain points by going for regular health screenings, taking exercise and generally leading a healthy lifestyle. The points gained lead to rewards which act as the incentive. More power needs to be given to local commissioners (the Liberal Democrat party want elected commissioners) where ideas and strategies could be developed to see what works. There has not been enough boldness in trying new things and we should learn more from overseas successes. Should the Treasury be encouraged to offer tax incentives to health club users, such as VAT reduction? I can’t claim to have a specific Liberal Democrat policy within our manifesto on tax incentives but there is undoubtedly a case to be made here. I understand the unfairness of the current situation with regard to VAT and would support an examination of this in the future. A great deal has been made of the 2012 legacy and its impact on the levels of participation in sport and
physical activity. How realistic is it that the Games will have a positive impact on participation levels and to what extent? I think that there is a real prospect that London 2012 will have a positive effect on activity levels but we have to facilitate it – it won’t happen on its own. I’m personally very supportive as I am very keen on all sport and physical activity and I am acutely aware of the power of the Games. The success of the legacy partly depends on the success of our athletes as we know that role models can be extremely powerful as a motivational tool. I am 100 per cent behind facilitating a worthwhile legacy. What is the Government doing right to encourage people to exercise? Some of the schemes and campaigns have some value but I don’t think that it’s enough. We have to be smarter about how we change people’s behaviour. We cannot impose change as its more about enabling. More information needs to be made available about the dire consequences of unhealthy behaviours. Also more incentives need to be put into place, including financial ones.
The polls are indicating a ‘hung parliament’. In such a situation how can we ensure that a focus on physical activity continues? The key priority must continue to be the shifting of resources from cure into prevention. Funding must be directed for use in local communities in order to develop their health and wellbeing. I am so passionate about this, I commit to keeping myself active and healthy, and the only way I believe that the NHS is truly sustainable in the long term is to challenge the sedentary lifestyle that has naturally developed over time. The culture that has developed has been for the government to give grants to two or three cities to develop cycle lanes, for example, which doesn’t do enough. We need to give the incentives to all cities and individuals to really make headway into encouraging people into a more active lifestyle. Do you exercise regularly? Last year I completed the London to Paris cycle ride (it nearly killed me) and in addition I walk every day, cycle at weekends and play five-aside football occasionally.
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Gym owner helping duo reach for North Pole goal By Mary Ferguson AN independent gym owner is marking his second year of operation by training two members set to race to the North Pole. Brett Sizeland, who set up Essex-based Concept Fitness in January 2008, is preparing John Peck and John Whalley for the trip in April. The pair – who have been members since day one – met while working out at the club and decided to take on the challenge last September. Brett and business partner Keir Williams have been helping them with functional training including metabolic conditioning work and tyre flipping, as well as weightlifting to build strength. Their training has generated a lot of interest in the gym and Brett said all the members are getting behind them. “They see the guys doing all this work and are always fascinated when we tell them what they are preparing for. “We are confident they will both complete the challenge and even without seeing the other participants I can confidently say they will be amongst the fittest and
John Peck and John Whalley strongest there. They work incredibly hard and I’m sure it will pay off.” Brett said the gym has been going from strength to strength since opening and expects the success to continue through 2010.
He added: “We are rocking and rolling and growing all the time. Personal training is becoming really popular and we will need to expand at some point, so are exploring some avenues into that.
John Whalley training for the challenge in the gym “Ultimately though we are just so pleased that we have managed to grow so much, especially right through a recession. It’s something we are really proud of.”
‘Fitness By Appointment’ working well ... CONCEPT Fitness has launched a new membership option to cater for people who want to become more serious about their training. Until now, the club has only operated on a pay as you go basis, charging £5 for an hour’s use of the facilities. But from February Brett introduced a monthly rolling option,
inviting people to pay £40 every four weeks for unlimited use. Members are required to book their workout time, as part of a system called ‘Fitness By Appointment’ that ensures the gym never becomes too crowded. Brett said: “I don’t like having more than ten people working out together because it would mean we
couldn’t give everyone the attention they need. And by asking members to book, it means they are more likely to come as they have a proper appointment in the diary.” This system has been operating since the gym first opened and Brett said it works so well, there are no plans to change it.
He added: “We want our members to prioritise their visits here as much as they would an appointment with the dentist or doctor because it’s so beneficial to their health. “And we don’t feel the need to tie people into lengthy contracts because our pedigree speaks for itself.”
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Gym owners set to expand across Yorkshire By Mary Ferguson A NEW Sheffield gym has proved such a success that its owners are already making plans to expand across Yorkshire. Vision Health and Fitness opened in October last year and despite the paint from the refurbishments barely being dry, Kris King and Richard Taylor have already secured another site in Wakefield. Kris told Workout they would ultimately like three or four, but still have plans to improve the existing club in Stocksbridge. “The only reason we are opening one in Wakefield so soon is because an opportunity presented itself and we wanted to grab it. “But there is still lots we want to do here and because the building has so many different rooms, we can hopefully keep expanding as the membership base grows.” The site used to be used as a children’s nursery and although it’s currently rented, the boys hope to eventually buy it. A pre-opening offer of £14.99 a
month attracted a large chunk of their current members and the regular rate is still only £22 for peak usage. “This area has suffered a lot of job losses through the recession so we knew that we would have to go in low to make it work.” Kris said that although opening during the recession was a risk, it helped them save money by securing good deals on rent and equipment. But although it’s based on a main road, the club doesn’t yet benefit from passing trade as they are still seeking council permission to install a sign. Most of Vision’s members are first time gym users and the majority are female, but the Kris said he hoped a new delivery of weights will attract more men. He added: “There’s a bodybuilding gym nearby so we didn’t want to target that market and we didn’t consider being ladies-only because you immediately cut out a chunk of potential members.”
An enterprising personal trainer has opened a pay as you train fitness studio in Lancashire. Jan Leather launched Billinge Health and Fitness Studio in Wigan following ten years working as a fitness instructor for JJB, David Lloyd Leisure and Ruskin Leisure. She said: “It has taken a lot of time and effort to find the right venue however I am very pleased with the final result. Although freelancing gave me the chance to build up a customer base the lack of a permanent studio meant that I couldn’t really grow the business. I am looking forward to working with both existing and new customers.” Jan opened the studio with help from a £20,000 Enterprise Finance Guarantee loan from NatWest. I Jan is pictured with Barrie Keeble from NatWest
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VIBRATION TRAINING
Vibration training studio owner set to expand By Mary Ferguson
Simon Wright
Simon in distribution firm launch INDUSTRY veteran Simon Wright has launched Dynamic Activity, an independent distribution company that has taken over distribution of Pineapple platforms. They will be re-branded as bodycore Functional Training Platforms and are the only whole body vibration products to feature purely vertical movement. Simon said: “I’ve become increasingly aware that there are a number of excellent products being developed in either the USA or Asia that can help our industry move forwards. “Access to credible sales channels in Europe has been limited and given the current financial climate, very few companies are willing to take the risk of setting up direct, so I felt there was a very clear gap in the market for an independent distributor.” Following successful trials at Fitness First and DW Sports Fitness the bodycore Functional Training Platforms are to be installed in both chains.
THE owner of a Midlands vibration training studio is doubling its size to launch a stand alone gym next door. Darryl Jennings set up Vibehut Personal Training in March 2008, becoming the first studio in Wordsley to offer Power Plate machines. The 500 sq. ft studio is equipped with three, plus two Kieser M3 group cycle bikes, a cross trainer, and a range of accessories including medicine balls, Swiss balls, free weights and a boxing bag, to expand the training options. Darryl is planning to double its size within the next three months, renting the office space next door to set up a stand-alone gym, with membership capped at just 70. He said: “I honestly don’t think big gyms work because you can’t give people the personal attention they need. I used to work for Fitness First and I had enough of how people were treated – once they had signed up, I was never able to speak to them. That’s when I knew there was a market for something more personal, and the new gym will be an extension of what we do in the studio.” Members will play a monthly fee of £50, which includes unlimited free personal training. The gym will run as a separate business to the studio next door, which operates using an appointment system. Users of that facility pay a monthly amount for a cluster of half hour sessions ranging from five to 12, and must book a slot in order to attend. According to Darryl, this system
Vibehut encourages people to get into a routine and stops them from missing sessions. He added: “99 per cent of members will use every session they have been
allocated that month and because they have to make an appointment, they are less likely to just skip a workout. It really helps with motivation and getting results.”
Vibration plates bring boom in business THE owner of a newly-opened Oldham vibration training studio is adding group sessions following success with individual booths. Joanne Taylor, who launched Catch The Vibe last October, purchased four vibration plates from Ultim8 and set them up in individual cubicles so that people can exercise in private.
Business is booming and Joanne is now planning to purchase more plates so that she can run group sessions. She said: “Because of some of the movements you have to do on the plates, some women especially can feel very self conscious using a machine in the middle of the gym, especially if they are very over-
weight. “So many of my users have gym memberships too, but top up their training with me.” Joanne used to be a teaching assistant but opened the studio after training with Power Plate, when her research showed there was a big demand in the area.
11 Muscle Finesse
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UK FITNESS SCENE Up-and-coming racing driver Will Bratt is stepping up his fitness regime as he prepares for race track glory. In an exclusive feature for Workout, Mary Ferguson spoke to his fitness coach about what it takes to train for motor sports.
How Richard is helping Will step up a gear ... RICHARD Chessman operates Fitness Formula, putting drivers including the Mansell brothers through their paces away from the track. A former physical training instructor in the parachute regiment, Richard ran the selection for the forces, so is used to having to get people in peak condition in a short period of time. He said: “In 1999, I was asked by a friend to train his racing driver friend and like a lot of people, I did wonder how much fitness is needed to sit in a car. I trained him, he won all his races that year and then I was asked to go into Formula One.” Richard said the main considerations for drivers are their weight, shape and flexibility. A kilo of extra weight equates to an extra tenth of a second so it’s about getting the power to weight ratio right. And bigger muscles fatigue faster, so it’s important that drivers don’t get too bulky. To help work on speed, Richard does a lot of kickboxing with Will, which also helps him think about his foot movements – useful for when he can’t see them in the car. “Because there is little testing these days there are quite big gaps between races so drivers can’t rely on being in the car to get them fit. “So I get his muscles to work anaerobically to cause lactic buildup. That’s a good way of preparing the body for races when he is having to take fast corners and brake
heavily. “So when we do boxing we will do a five minute round with a one minute rest and that gets his heart rate going through the roof, especially because he is so young at 21.” Jonathan said that it’s hard to get the training to be sports-specific but to step things up for this year, he is going to have to start working out in his suit. He is also planning to do altitude training, and is hoping to take him along with some other drivers to Switzerland just before the start and during the middle of the season. “I always speak to Will after a race to find out if anything hurt him and his main problem area is his neck because of the hard braking. It also puts a lot of pressure on the left leg, which a lot of people don’t realise. They also can’t comprehend how much lactic build-up drivers get when they go around corners either.” Richard works with Will once a week at a Bannatyne’s gym in his home town of Banbury, setting him a programme to work to for the six days in between. “I would like to see him more as he really needs to start pushing himself. Because he was 18 when I started training him his body was was still changing and he has made massive improvements. “Drivers tend to be quite small, like jockeys, but Will has a swimmer’s physique, with broad shoul-
Will training with Richard
Will on the track
Will Bratt ders that we don’t want to get any broader. “So this dictates much of the exercises we do – for example I keep him away from lat pulls and we do seated rows instead.” In the week leading up to a race Will’s diet is high in carbohydrates but because racing drivers have eight month long seasons, he has to be given time to recover between races. Richard always accompanies Will on race days, helping him prepare and giving him massages. The forearms especially take a hammering, so he takes him through stretching and dexterity work before setting off.
Five minutes with Will Bratt ... How fit were you before you started racing? I've always been a reasonably fit person but before I started training specifically for racing, that fitness was all focussed in the wrong areas. I tended to do a lot of heavy weight lifting – I could lift a lot but I was heavy and my muscles lacked endurance and speed. Why do you need to be so fit for racing? The high g-force working environment demands a lot from the muscles in your body – it’s like somebody constantly pushing you
around while you're trying to drive, and also the forces make it harder to breathe than normal. In addition the temperatures at which you drive are normally very high – in Abu Dhabi the air temperature was around 40, then you have to work in a cockpit warmed by the heat from the car and engine and wear three layers of fireproof clothing and a helmet. Also outside F1 there is no powersteering on the cars, making turning the wheel difficult and tiring, and races can last up to an hour. Has your diet changed since you
became a driver? I have to try and reach a target body weight of 75kg when before I was training it was around 85kg and has been as high as 88kg. I therefore try to make sure everything I eat is balanced and good quality, avoiding sugary and fatty foods and generally avoiding red meats, favouring chicken and fish. Do you take any supplements? Not over the main season. Perhaps only vitamin B12 if I’ve not had any red meat in a while. Over Christmas I usually take protein supplements to boost my diet.
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UK FITNESS SCENE A supersized showcase of Les Mills fitness classes is taking place at Loughborough University in April. In the first event of its kind, over 200 exercise professionals and enthusiasts will gather to take part in a day of sessions including Body Pump, Body Attack and Body Jam. Confirmed presenters include Shaun Egan, Giles Bryant, Niamh McGuirk and Tanya Walker.
Kettlebells from EXF Perform Better USA EXF Fitness has been a central player in the the UK gym, sports performance and training industry for over 15 years and has now teamed up with Perform Better USA. This exciting and dynamic new teaming has also brought on board Anthony DiLuglio – one of America's leading personal trainers and a top advocate of kettlebell training. EXF's Charles Burch said: “Anthony was one of the first to rekindle the ancient art of kettlebell training some years ago. He realised it could revolu-
tionise fitness and was exactly what he was seeking both for his clients and the industry as a whole. He established the first kettlebell gym in the country and is regarded as one of its foremost experts. We are delighted to have the connection with him through our new partners.” EXF Perform Better USA supplied a full array of kettlebells in a variety of colours, as well as all the kettlebell variations. Dedicated racks are also available too. Enquiries: 0845 2587585 Website: www.exf-fitness.com
Intelligent Training Systems – what we do ... OUR service in its basic form is training provision and consultancy, but to explain the full magnitude of our service we simply provide the ‘missing link’. We work with people who have little or no understanding of the human body, to those who are experts; and provide each with their missing link to allow them to enhance their career and business journey. We provide a range of elite services and the same unique mentoring, whether we train someone to understand a particular concept, or to qualifying a group of staff, or for sales and business advice, or even providing a full business franchise. If you wish to become the best you can be, the next step in your career
progression is becoming a qualified ITS Biomechanics Coach. Be part of an exclusive band of personal trainers, strength and conditioning coaches as well as therapists who wish to be recognised as the best, and provide the best for your clients and your business. Website: www.intelligenttrainingsystems.com
Discount for Workout readers from GB Fitness GB Fitness are known for their high quality, in depth courses in areas such as personal training and nutrition qualifications. But they are also known for the vast range of elite athletes that they train and advise. Many of these are champions in their particular sport, including Olympic and world title holders. The courses run by GB Fitness director Cain Leathem and have an eclectic mix of students within the same class that may range from complete beginners to the likes of Don Broadhurst (Commonwealth Gold Medallist in Boxing), Silvana Imbrogno (Ms Figure UK, Europe & Universe), Mark Hylton (Olympic Silver Medallist in 400m) along with the likes of ‘Jet’ from Gladiators and Fitness Model Ilaria
Petrucci. It seems that when Cain says ‘we practice what we preach’ he means it. Cain has offered a 10 per cent discount to all Workout readers who wish to study with GB Fitness – the winning team that prove in the real world what they teach in the classroom. Call Cain on 07961346461
‘Celebrity Body on a Budget’ TRAINER to the stars Cornel Chin is launching a new book aimed at helping people achieve an A-List physique. Cornel told Workout he was inspired to write ‘Celebrity Body on a Budget’ last year, after being constantly asked how to exercise cheaply. He said: “I got the idea as the credit crunch really began to bite. As panic set in, I was frequently being asked by journalists and acquaintances – interestingly, not my clients – what direction I believed the fitness market would take in the economic downturn. “Exercise is of paramount impor-
tance, but the ability to get and stay in optimum shape when money is tight can be a serious de-motivator.” After approaching different publishers, Cornel struck a deal with American company Price World Publishing and was given five months to write it in. He added: “The book is very much based on my own training methods I use with my clients including my celebrities. “And the most popular celebrity physiques that most of my male and female clients desire are Brad Pitt and Angelina Jolie.”
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KETTLEBELL Guy Noble from the Register of Kettlebell Professionals (RKPS) talks to workout about changes in the field of Kettlebell training.
So what’s new in the kettlebell training world? JORDAN range of kettlebells start at £7.37 plus vat for a 4kg cast iron version
Developing kettlebell design JORDAN have been at the forefront of kettlebell design since this training method first became popular a few years ago working in conjunction with renowned kettlebell trainers such as Angie Dowds, who features in the ITV hit show ‘Biggest Loser UK’. Angie said: “I have developed a fantastic bell with JORDAN, we wanted to have the best on the market and together we believe we have done that. Not all kettlebells are the same – we worked on dimension of the handle for comfort and safety as well as achieving the ideal size, shape and finish.” JORDAN recognise that kettlebell training is a unique way of exercising and recommends anyone who is new to this discipline seek specialist training and advice. With this in mind, JORDAN is proud to be associated with the team who are launching ‘Kettlercise’ with the aim of making
kettlebell training accessible to all. As kettlebell training continues to grow in popularity JORDAN would like to offer one person the chance to attend a Juice Performance ADPF KB L1 – Kettlebell Instructor Intensive Certification Course free of charge. These courses are run by Angie Dowds and her team. Just enter our prize draw on the JORDAN web-site www.jordanfitness.co.uk by submitting your details and you will be entered into the draw which will take place on 31 March 2010. The winner will be notified by email after this date and named on the website. For more details regarding the course go to www.juiceperformance.co.uk
I REMEMBER back in 2005 doing an article for Workout on the subject of kettlebell training and how “The kettlebell was swinging its way into the fitness industry” and a lot of people thought I was mad. I even recall having to describe a kettlebell just in case people might not know what it was. Back then I was a founder member of the UKKA and we were promoting instructor courses to fitness professionals. There were probably a couple of training providers nationally and another one or two globally. So what’s changed in the last five years of me teaching kettlebells to fitness professionals? Well, there are certainly more companies offering training courses It’s made a huge impact on the media – now you can’t seem to turn on the TV or pick up a magazine without the kettlebell making an appearance. It is now widely
For the full range of JORDAN functional fitness products visit www.jordanfitness.co.uk or phone 01945 880257
Competition kettlebells get Cotter seal of approval IN 2006 Wolverson’s first ‘competition’ specification or ‘pro-grade’ kettlebell was introduced and whilst over the last four years the quality has improved, the overall design has not changed. The competition kettlebell differs from others in that the size is the same from 8-48 kg. This provides many advantages including increasing the learning curve whilst at the same time reducing intimidation as all participants are lifting the same size regardless of weight. Jason McCarthy at Wolverson Fitness knew the company was on the right track when Steve Cotter, the worlds foremost Kettlebell Instructor and President of the International Kettlebell and Fitness Federation chose Wolverson competition kettle-
bells for the IKFF Certified Kettlebell Teacher Certifications in the UK. Steve said: "Wolverson Competition Kettlebells are well made with quality and attention to details, are priced right and they provide excellent service." This year sees Wolverson promote their complete range of functional training equipment at BodyPower. Enquiries: 01902637333 Email: jmccarthy@wolversonx-ray.co.uk
Guy Noble
accepted as a great functional training tool that delivers results. It still has never seemed to make the cross over into the mainstream fitness arena ... what I mean is it that it never got going into fitness classes which to some degree I can understand. When we taught courses people would ask how they could integrate it into a class environment without having to do some sort of beginners’ course as the level of individual attention needed was quite intense to teach the basic exercises. Gym owners also had concerns over members of the public throwing heavy iron cannonballs around their nice studios and the health and safety concerns that can accompany it. Well I’m glad to say that we now have the answer, it has taken a couple of years to get it right and we did test various programmes on clients. Once we found what worked we then had to take it into the fitness class arena and see, firstly, if demand was there, if people enjoyed it and if they got results. We did case studies and the results were overwhelming we went from one class to four classes a week in one test site with a waiting list for people to join. In February 2010 we launched the new Kettlercise certified instructor course, so all fitness professionals and gym owners could benefit from the results. We still offer our instructor two-day courses at level I and level II but Kettlercise is completely different. It’s been designed specifically for a class setting or for people not just ready to get to grips completely with kettlebells and it really is a great programme and also a fantastic profit opportunity for fitness professionals and gyms alike. If you remember me telling you about kettlebells five years ago and what has happened. Maybe I’ll talk to you in the next five years. To view details of RKPS courses including the kettlercise program go to www.rkps.org or call 01282 698698
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Advertiser’s Announcement
Finally - How to integrate Kettlebells in to your business! Kettlercise™ kicks its way in to the fitness industry We have all heard the hype and the mythical legends of kettlebell training, how it was used by gladiators or Greek Gods thousands of years ago. However, up until now it seems to have been exclusively aimed at the hardcore element of the fitness market, routinely used by PT’s or in some sort of bootcamp setting. One of the biggest issues of training with kettlebells is that you can’t take a member from the gym floor that hasn’t seen one before and put them straight into a class without them doing some sort of basic kettlebell training course. A lot of gym managers have been conscious of using kettlebells due to the fact that without proper instruction the client is open to injuries.Throwing a heavy kettlebell around in the gym is open to accidents and the damage to gym floors with heavy kettlebells can be an enormous cost. With the launch of the Kettlercise™ programme this now solves those problems. Kettlercise™ brings kettlebells into mainstream health and fitness training and it’s open to anyone. So what is it? Kettlercise™ integrates the traditional kettlebell into a high volume, low intensity, all over body work out delivered in a 50-minute heart pumping, fat burning, muscle toning routine. The kettlercise™ training system is particularly aimed at women as 85% of people that attend fitness classes are female. From our own research and trials it is where it has the most success. In one of ours trials one of our senior instructors started the kettlercise™ class with 8 attendees, then 16 and now runs four classes a week with a waiting list of people wanting to participate.
Why put Kettlercise™ in to your fitness programme? In these challenging times of retaining and attracting gym members you need to stay ahead of your competition. When clients find something new, fresh and exciting that really works their loyalty to you can be extremely tested to say the least.
s0 te a D March 201
don March 26th Kettlercise Beckenham Lon one London March 27th Kettlebell instructor L Day two London March 28th Kettlebell instructor L1 Day ester March 29th Kettlercise South Manch April 2010 ire April Tba Kettlercise Harrogate Yor ksh r April 23rd Kettlercise nor th Mancheste one Manchester April 24th Kettlebell instructor L1 day two Manchester April 25th Kettlebell instructor L1 day May 2010 May 21st Kettlercise London one London May 22nd Kettlebell instructor L1 day two London May 23rd Kettlebell instructor L1 day KPS.org For More dates and venues vist www.R
Here are just a few of the many benefits of Kettlercise™: • It’s easy for you to implement and market • It can be an added profit opportunity • Its simple and fun to teach and clients will love it • It’s a brilliant cross selling opportunity into 1:2:1 PT sessions • It has countless routine variations helping you to retain client interest • No marking of gym floors with heavy kettlebells • It’s open to 90% of gym members • It’s an entire functional body work out
How much does it cost? A vibrating plate machine can cost upwards of £3k. A new treadmill can cost you anything up to £15k.To book a place for one instructor on a Kettlercise™ course at any one of our training locations across the UK is only £129 per person.
To book call 01282 698698 or visit www.RKPS.org
Special Kettlercise™ Instructor Offer The first 9 companies that book 10 instructors or more on a Kettlercise™ Instructor Course will receive a FREE starter pack of 16 kettlebells worth over £269. Depending where you are in the UK we can even send one of our dedicated trainers to you!
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KETTLEBELL
As the newest member of staff at the exclusive KX gym in Chelsea, kettlebell devotee Stefano Chiriaco is living up to his title of ‘personal trainer of the year’. Mary Ferguson met him at the gym.
Personal trainer title opens doors for kettlebell expert Stefano
Stefano on ‘Take Me Out’
FOR the last seven years, Stefano has been working from Fitness First in Islington but after winning a prestigious award, he decided it was time for a change. He is now one of 32 PTs at KX, honing the bodies of some of media’s most famous faces. And he claims if it wasn’t for his title he wouldn’t be there. Last March Stefano was named ‘personal trainer of the year 2009’ at the International Fitness Showcase Awards, after entering himself into the competition. He said: “I decided I was the best personal trainer in the UK before I won it, and taking on that mindset helped me get recognised. I use the title heavily in my marketing material and some great things have happened since. ”I was bringing a lot of media coverage and exposure into Fitness First but they were not looking after me so I decided to become part of a club that matches who I am now. I basically left for a more exclusive working environment.” As well as securing his dream job at KX, the win led to Stefano becoming a kettlebell expert on Sky TV and contributor to magazines including Men’s Fitness and Peak Performance. And he is now an official ambassador, sponsored athlete and fitness model with international sports brand USN. Stefano admits there are other perks to his raised profile. He has appeared as an eligible bachelor on dating
show ‘Take Me Out’, where he performed with his kettlebells on national TV. He is also being asked to attend film castings and next year will star alongside Ricky Gervais in Cemetery Junction. And he stars on the front cover of the 2010 ‘Men In Uniform’ calendar, dressed as a fireman. But his first love is fitness, and particularly, kettlebells. “I’ve been lucky enough to learn from some really great people including Corrie Bufton and Angie Dowds and the strength and conditioning coach Steve Cotter has been a total inspiration to me. “I really look up to him as he is an Olympic champion and very good at what he does. I admire his levelheaded attitude even though he is very successful. “He’s inspired me to be a better trainer and take my career to the max.” Stefano charges £80 an hour for his personal training services at KX and £100 privately. His regular clients include TV actor Jeremy Sheffield and model Jo Emma Larvin and he also trains athletes and hedge fund managers. But while his star is rising on the gym floor, he is also enjoying his other projects. He added: “I love the modelling and TV work so I’m happy to do more of that. Eventually though I’d like my own studio and ultimately, I want international recognition as a personal trainer and fitness expert.”
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KETTLEBELL Forget slashing joining fees to attract more members – KX charges £1,750 to become part of its exclusive gym and £360 a month thereafter. Mary Ferguson reports.
The changing rooms and the restaurant
Why the stars are happy to pay DESPITE the hefty price tag, plenty of people are happy to pay, including Hollywood stars, famous musicians and some of the richest businessmen in the capital. Fitness manager Gideon Remfry told Workout a large part of the business is made up of personal training, with 45 per cent of members paying extra for it. He said: “We offer higher levels of PT than most other gyms. It’s taken us a few years to get the staff that
we want but we now offer everything. And we are very fussy about who we take on – we only employ the best and it’s not easy to get a job here.” As well as the gym KX houses a restaurant and spa and the three areas cross-refer, meaning there is a high level of secondary spend. The group exercise timetable contains 70 classes, most of which have been designed exclusively for KX. Options include Athletic Reformer
Conditioning, Nation Of Rhythm Dance Workout, Power Vinyasa Yoga and KX X-Fit. There are separate Pilates, yoga and boxing studios and a personal training area where Stefano does a lot of his kettlebell work. There is also a dedicated Spinning studio. CV equipment on the gym floor has been provided by Life Fitness and individual TV screens have been specially fitted on each machine, positioned to make sure
people keep the right posture while exercising. Gideon said the gym doesn’t have any rivals as they are so unique, but similar models in London include The Third Space and The Peak. He added: “We are pretty set in the market here so are thinking about opening up somewhere like New York, or launching exclusive fitness retreats. We have 1,000 members which is a good number, as we need to make sure it’s never too busy.”
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24 www.workout-uk.co.uk
COMBAT SPORTS
Kevin (left) with Grand Master Clifford Hade Gomes, who nominated him for the accolade.
Hall of Fame accolade for Combat Gym’s Kevin By Mary Ferguson THE owner of a combat fitness gym in the West Country has been inducted into the USA Martial Arts Hall of Fame. Kevin Ludick, who runs Combat Gym in Weston-Super-Mare, travelled to New Jersey to receive a silver life award for 36 years of dedication and achievements. Kevin, who was born in South Africa, has been training in martial arts since the age of five, picking up several awards and titles along the way and recovering from a serious injury. He said the accolade – and the resulting publicity – has helped boost business for the gym as well as giving his students something to aspire towards. He told Workout: “Every time my picture appears in the paper, I benefit from more members. And because people in the industry are now getting to know my name, I’m hoping it may help get some big names into the club to deliver seminars.” Kevin has owned Combat Gym for three years and offers training in all kinds of martial arts including
boxing, Jujitsu, Muay Thai and cage fighting. He also uses Thai Chi to help people with anxiety problems, delivering one on one sessions to those who may have been attacked or abused, or suffered an accident. He achieved his first black belt in 1988 and continued his martial arts training while he was a paratrooper, before suffering serious injuries in a motorcycle accident. After a long recovery, he came to the UK in 2000 and continued his competitive career, as well as training and producing stars including Kade Sherlock, Gerry Wood and Kieran Tatterton. Kevin said that being inducted into the hall of fame is the biggest honour of his life and he is now able to nominate other people for the accolade. He added: “All my heroes were there at the induction, some who have been involved with martial arts for 50 years, and they are my inspiration to keep learning. I still have lots I want to achieve and although it’s great to be given a silver life award, I hope ultimately to receive gold and platinum.”
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UK FITNESS SCENE
How one strip got Rob hooked
A gym member who halved her body weight after attempting suicide has won a national award. Nosheen Ahmed beat of competition in the Shape category at the annual Fitness First New You Achievement Awards. She ballooned from nine to 27 stone when she was teenager after being diagnosed with severe arthritis, an eating disorder and depression. Beaten by bullies and following a failed suicide attempt, Nosheen decided to take control of her life, funded herself through a law degree and joined Fitness First in Rochdale. After working with personal trainer Dean Wharmby for a year she lost 14 stone and is visiting schools in the area to talk to overweight youngster suffering at the hands of bullies.
A FITNESS instructor who caught the bodybuilding bug after stripping off at an exhibition is preparing for his 2010 season. Rob Harriss, pictured left, who works at Feelgood Fitness in Peterborough, won the ‘shirts off’ competition at last years BodyPower Expo. Inspired to keep flexing, he entered competitions throughout 2009 and is currently training for the UKBBF North West show on March 21. He said: “I never intended to get on stage at BodyPower because I’m so shy, but I kind of got dragged into the competition and couldn’t believe it when I won. It really boosted my confidence.” Rob said his clients at the gym have been very supportive of his preparation for competitions, adding: “I had to diet all through the festive season and even trained on Christmas Day – alone in the club – so I expect some of them also think I’m a bit crazy. “I’m feeling good about the March show though and people have told me that with a few weeks to go, and with the shape I’m in now, I should do really well.” Rob is currently looking for sponsorship.
Programme unveiled at launch party
PERSONAL training directory Bookapt.com is teaming up with M3 Studios to help fitness professionals develop, sustain and build their businesses. The launch party will be held on March 20 at the new M3 studio in
Twickenham, where industry professionals will be some of the first in the UK to see what the programme has to offer. There will be the chance to meet M3 director Jason Anderson, who also writes for Men’s Fitness Magazine.
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30+31 Olympix DPS
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KIDS’ FITNESS
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Sponsored by:
Harlow youths rapt by Ripped experience By Mary Ferguson A STRENGTH training gym in Harlow is showing its softer side and helping challenged children by offering its fitness facilities for free. Ripped hosts sessions for youngsters taking part in Educational Youth Services (EYS) who use the gym as part of their ‘functional skills for life’ programme. The programme consists of nine stages including numeracy, literacy, ICT, leisure and art and design and aims to re-engage young people with learning, building their self esteem and promote social inclusion. The curriculum works to enable the young people to work imaginatively to meet their needs and to raise expectations in others and themselves. Eleven students, a tutor and a coach use the gym facilities once a week for three hours, with a focus on biology and science. Michelle Meade, co-owner of
Tone Leisure has launched a Z3 Fitness Zone at Wellington Sports Centre in Somerset. Z3, which has been funded by over £200,000 from The Big Lottery Fund’s Young People’s Fund Programme, was set up after consultation with a speciallyestablished young people’s committee, made up of local youngsters who were
Ripped, said: “At the start of the year we sat down as a gym and decided that we would concentrate on helping kids in 2010. I knew the tutor at EYS, Anthony Anstead, when we partnered with Harlow Town FC, which he used to be manager of. We were delighted when he approached us to help with the EYS.” The youngsters that use the gym are aged between 11 and 15 and Michelle said they behave well during the sessions because they like coming back. She added: “They love it here because there are big guys, modern music, and they like to go upstairs to see the boxing ring and fighting cage. “We use the sessions to develop knowledge and understanding, skills, capabilities and attributes they will need for mental, emotional, social and physical well being.” As well as working with EYS, Ripped is also expanding its children’s boxing classes, taking on two new instructors to cope with demand for the sessions.
tasked with ensuring that it would appeal to their peers. Linking up with ZigZag, Tone Leisure has installed equipment designed to allow children age 10-16 to have fun, interact with friends and get active whilst providing them with a safe environment to meet in. The suitably name Z3 was developed by the young people’s committee to represent the three Zs in ‘ZigZag Zone’.
A new survey has revealed the best and worst sporting role models for young people. Looking at their behaviour over 2009, public opinion has been used to put together a list of which athletes are looked up to and which are disapproved of. David Beckham was placed at the top of the league for the best role models and, unsurprisingly, Tiger Woods was named as the worst. The survey was commissioned by SkillsActive, which has recently led the development of a new Diploma in Sports and Active Leisure, which includes a module on teaching young people how to be good sporting role models.
Unique interactive entertainment ACTIVE Wall & Floor from Pulse are totally unique interactive entertainment and recreational products, that deliver limitless fitness via educational and motivational games and activities, providing hours of fun and exercise for all ages and abilities. The wall and floor are made-up of LED lit and pressure sensitive tiles, which detect the location and force of participants or objects creating a realistic gaming experience. Both products provide: I Ideal products for creating a secondary income stream I Free play, pay per play and coin operated sessions I Operators admin screen providing statistics on usage, length of play etc I Regular upgrades of exciting new games and activities I Instant player feedback and motivational leaderboard I Use with props; balls, bean bags, woggles and ideal for team relay games I Full cardiovascular workout, the wall concentrating on upper body exercise and the floor the lower body I Helps users improve coordination, focus and spatial awareness I Keeps children active and engaged
in a safe environment with a endless variety of educational and motivational games and activities I Can be used for cross-curricular activities in the educational environment I Ideal for specialist sports training; the wall is used by Man City for goal keeper training Active Wall & Floor are the ideal products to create a secondary income in your leisure facility; current customers have seen an investment in just 20 weeks! For more information contact Pulse on 01260 294610 or visit www.pulsefitness.com
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TRAINING AND RECRUITMENT It’s more important than ever that staff make the most of every sales opportunity. Dave Wright, director of Creative Fitness Marketing, outlines common pitfalls to help them avoid.
How to help staff avoid sales pitfalls 1. Not finding out the prospect’s needs Your understanding of your guest’s unique needs will not increase with talking. Find out what your guest really wants to achieve and why. Listen twice as hard and talk half as much and you will double your sales. The word ‘Silent’ is a significant acronym of ‘Listen’.
make it happen.
2. Not asking for the sale Selling without closing is like playing golf without putting – you get a lot of exercise – but no result! Failing to ask for them to join is the same as asking for failure. Successful sales people ask for the sale several times on the presentation.
8. Too much focus on price You just have to look at the diet industry or the home equipment market to realize that people will ‘beg borrow and steal’ to find the money if they think it will get them results with their fitness/ health goal. You must always add value because when the value outweighs the cost – you get the sale every time.
3. Not describing member benefits clearly and persuasively People only want to ‘think about it’ if you’ve not made the benefits clear and relevant to them. Good presentations are short and the result of long preparation. What makes a poor presentation? Zero time spent on preparation. 4. Prejudging the prospects ability to buy If you imagine that your guest won’t buy, you’re developing a selffulfilling prophecy. Ask questions and check the facts but never discount the sale. Very rarely do people want to waste time viewing your club unless they have an interest in becoming a member. If they are not from the area or are ‘only looking’, then there is no need showing them the prices.
7. Not having a plan You would never jump in a taxi without establishing where you want to go. The same goes with sales – it’s important to have a plan of attack when dealing with each and every prospect – pointing out the relevant features and benefits in a systematic way.
Dave Wright 5. Not dealing with the guest’s objections head on When a guest has an objection, welcome it as a question that you are happy to answer. Objections are often buying signals in disguise. 6. Not making enough calls. You can’t close people you don’t call on. Sales is purely a numbers game; and the more leads the more potential members. Good sales people don’t sit back and wait for it happen; they go out and
9. Not practising what they preach When you’re spending your working life encouraging people to join a health club then it’s great if you actually know what you’re talking about. Good sales people get in and train themselves picking up valuable referrals from the connections that they make once they enroll someone to the club. 10. Ignoring the power of positive attitude You beliefs determine your actions and your actions determine your results. Good sales people never take rejection personally as they have a positive attitude that fights through failure, rejection and disappointment. A positive attitude also escalates the successful actions you take.
A new range of seminars and workshops is to be introduced by Leisure and Fitness Exchange, in partnership with Salford University and Chester University. Graeme Hinde, director of the Exchange, is also working on a programme of leadership and management training with industry expert Nic Jarvis. The plan is to develop a programme that will enhance the skills of level two and three fitness instructors, as well as at duty manager level.
Applications open for grants FREEDOMLEISURE, which manages the leisure centres in Mid Sussex in partnership with GLL, has opened applications for financial grants and free access to sports facilities for young athletes. Grants of up to £1,750 per successful applicant will be made by GLL Sport Foundation, a not-forprofit organisation funded by GLL and partners to help young sports people achieve their sporting ambitions.
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Principles of presentation – you are how you are! By Alan RunacresFCollP FISM. BSc Hons. DipHMan. MICM Dip Director of Training – WABBA Qualifications SO, principles of presentation hey – it’s all about shiny white teeth and a bright pink tie and braces for the men isn’t it? Well no, actually it’s not! Dressing up like a power broker, or worse still an Estate Agent, (just kidding, there are some great estate agents out there, honest!!) is not the key to good presentation skills. Now I’m not suggesting for one moment that we all dress down for work, far from it, but rule number 1, is that you are your most important asset, so we have to make the best of what we have as an individual package. A poor image is self-defeating, and a bad start, just as bad as someone who thinks they are the bee’s knees, it gets in the way of you projecting your true qualities and abilities. Many men and women wish this wasn’t the case and that we should all be taken on face value and any assessment made only on our
achievements and not on any additional, superficial factors, such as appearance, speech tone, attitude and general appearance etc. Today, as people come into the fitness industry, it’s becoming more evident than ever that a lot of staff just don’t seem to have any communication skills at all. I know from seeing my own 19-year-old grow up, many teenagers simply just can’t speak! Sounds silly I know, but go into almost any leisure environment and you come across staff feeling almost embarrassed at having to hold a conversation. This is the exact opposite of the over confident trainer with the “smarm factor” oozing off them almost as much as their cologne! Both speak in volumes about how you are seen by others. From your grooming, to your smile, how clean and tidy your clothes are and to the modulation of your voice, they all count towards your overall presentation performance. Then, of course, there is the control of content delivery, or put simply, do you waffle on for far too long, or are
Alan Runacres you as quiet as a church mouse! All presentations are based upon three key issues, according to Harvard Business School, who have done extensive research in to how you should present yourself to others. These are how you look, which makes up a whopping 55% of an individual’s overall assumption of you as a person, which is quickly followed by how you speak, making up a further 38% of the initial impression formed by someone when they meet you, and finally (and this is really ironic) what you say, making up a paltry 7% only, of the total impression you give to someone when they meet you. People form these impressions of you much quicker than you would ever think possible, through a process called the 90:90 rule. In essence, what Harvard has proven is a pretty infallible rule. You have just 90 seconds to make 90% of your total impression on a new client, colleague, or business acquaintance. If there is a mismatch between your words and your non-
verbal message they will tend to believe the non-verbal. It is easier to lie with words than with your body. If you want to appear competent, confident and in control your body language must be positive. Adopt a well-balanced, open posture. Stand comfortably relaxed with your arms loosely down by your sides or with hands held low in front of you. The way we use our bodies can indicate how confident and successful we are, so beware of mannerisms like nail biting, hair twisting, lip chewing etc. The way we sit or stand and use eye-contact will all send messages loud and clear, before we even open our months, if we know how to talk! The way you see yourself is not how others see or perceive you. Until next time, spread the word and keep talking! Footnote: Alan Runacres has over 35 years’ gym experience, been WABBA director of training for 15 years and is the author of three books and over 100 published articles.
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TRAINING AND RECRUITMENT
Carl Paper has been appointed general manager at Bannatyne’s Health Club in Peterborough. Carl has moved from the same position at Bannatyne’s in Milton Keynes where he welcomed over 300 new members in six months and developed customer service standards.
Extension to sales provision
Hillsborough Leisure Centre in Sheffield has appointed a new operations manager. Andy McGrath is a familiar face to the Sheffield International Venues (SIV) facility, joining from Ponds Forge International Sports Centre and before that English Institute of Sport – Sheffield. He said: “Hillsborough is a fantastic venue which welcomes thousands of families a year but I’m sure more can be achieved and hopefully I can help drive it even further forward.”
MATRIX Fitness Systems has extended its sales provision to deal with the growing interest in equipment from the uniformed services. David Cox’s role at the companyhas been developed to focus solely on managing the sales of fitness equipment to the uniformed services, which includes the police, fire, prisons and the military. David has nine years experience working with the uniformed services, not only with Matrix but also with Powersport International. He said: “I look forward to raising the profile in this sector and will relish the opportunity to work with the MOD to provide fitness kit to the military.”
www.workout-uk.co.uk
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UK FITNESS SCENE
Scott and Bear, the gym dog
Scott wants new facility to shake off hardcore image By Mary Ferguson THE owner of a notorious weight lifting gym in Colchester is turning the building next door into a fitness facility. Scott Horton has bought the former boxing club next to Hercules Gym and is in the process of converting it into a gym aimed at the whole area. Formerly known as Champions, the site will become ‘Hercules Elite Fitness’ and Scott told Workout he wants to use old-school training techniques, but merge them with modern fitness ‘fads’. “I also want to use a little bit of army-style training and I’m thinking about putting a cage in there for contact sports.
Basically I want to hit a new market. “Hercules has a reputation for being so hardcore that some people are afraid to come here but I want to open my net to attract more people.” Scott plans to use his experience as a bodybuilding coach to help people of all shapes and sizes and is looking forward to welcoming a wide range of customers. “Whatever stage of fitness people are at, I can take them to the next one. “One of the main things bodybuilders try and achieve is extreme weight loss, and what works for them works for everyone, including overweight women.
“The problem is that the regimes that get the best results are often too extreme for the average person.” Both buildings are located near an underpass next to the River Colne, and Scott’s plan is turn the area into the kind of place people can hang around all day – enjoying drinks and food on the grass after training, and taking a swim in the river during the summer. Tractor tyres already litter the ground to provide facilities for strongman training and Hercules members use the underpass for jogging. Scott’s aim is to have the new club up and running by April, after he returns from the Arnold Classic in America.
Steroid Steve ‘hanging’ out in reception
‘I feel as though the world is now my oyster’ SCOTT took over Hercules Gym following a lifelong passion for the bodybuilding industry. His dad, Ray Horton, took him round the circuit when he was a small boy, which is when he fell in love with the sport. He joined the army and became part of the scene in every country he visited, competing for a short time to gain experience on the stage. He said: “I never had any aspirations to be Mr. Universe, but I knew I wanted to be a successful
name in the sport. And that’s why I had to do some competing, to prove I could do it and not just talk the talk.”
“After its success I was approached by WABBA and became vice president, coaching the British team.
In 1998 Scott inherited the NABBA East Britain from Ron Brett, who used to own Hercules – then called Performer Body Shapers – and shortly afterwards decided to go it alone.
“I decided to leave three years ago and go back to being independent but the UKBFF asked if I wanted to go into their federation so I did that two years ago.
“I thought I could do better without rules so started putting on shows under my own name that culminated in Mr. Hercules in 2001.
“I’ve been a judge, promoter and am on the executive committee and we have been flying. “We call the shots in UK bodybuilding and I figured if I want to get to the top in the game, that’s
where I needed to be.” Scott added that he still has things he wants to achieve in the industry and said the circuit has lost none of its appeal. “I want people to talk about my shows and I’m still as passionate and excited about it as I was years ago. “The UKBFF are still sticklers for rules but I can work within that because I’m still able to put my stamp on things. I really feel as though the world is now my oyster.”
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SUPPLEMENTATION AND NUTRITION
Weight gain drinks – how they help members get result By Andrew Hamilton BSc Hons MRSC FOR a significant number of gym users, weight gain rather than weight loss is the number one goal. Enter the ‘weight gain’ drink, which can be a useful tool in the nutritional armoury. Although the actual ingredient mix can vary considerably, all good weight gain drinks fulfill at least two criteria: 1.They supply plenty of protein to help build lean muscle tissue; 2.They also provide plenty of calories (usually in the form of added carbohydrate) to help meet energy demands and help in the energy-consuming process of assimilating muscle mass.
Why use a weight gain drink?
Gaining lean muscle mass while minimising fat gains is tricky. As well as ample protein for muscle tissue synthesis (around 1.5-2.0 grams per kilo of body weight per day), you also need ample carbohydrate to fuel your training and to supply a small excess of calories. You can achieve this by simply stuffing your face with any old high-calorie foods. However, you’ll almost certainly end up consuming large amounts of fat together with quick-releasing sugary carbohydrates – great if you’re a sumo wrestler trying to increase body fat, but useless
for those seeking lean muscle gains. Weight gain drinks can be useful; they supply plenty of proteins, carbohydrates and calories, but with minimal amounts of fat. Moreover the protein/carbohydrate blend can be balanced so that it rapidly raises blood level of amino acids and glucose for hungry muscles after training and sustains levels for several hours afterwards. There’s also the convenience factor – they can be used to plug gaps in the day when it’s just not possible to eat the right combination of protein and carbohydrate to sustain muscle mass gain.
Weight gain drinks can be useful for:
Anybody undertaking a heavy resistance programme, where mass and strength gain is the number one priority Those with slim, wiry physiques seeking to build muscle mass Endurance athletes performing high-volume training, seeking to maintain muscle mass Those recovering from illness involving weight loss and who wish to gain weight. It must be emphasised however that consuming large amounts of even the highest quality weight gain drink without performing the right type and amount of exercise will simply lead to fat gain and not lean muscle gain – period.
What to look for in a weight gain drink: Carbohydrate:protein ratio – Those with naturally slim builds should choose a product offering higher ratios of carbohydrate (around 3:1) whereas those who gain weight easily) should choose products containing lower ratios of carbohydrate (around 1:1); Protein/carbohydrate type – Look for a blend of proteins (eg whey, casein, soy etc.) and carbohydrates (eg fructose, dextrose, glucose polymers etc.), which will help sustain higher blood levels of amino acids and glucose for longer, increasing availability to muscles; Added nutrients – Vitamins and minerals are a valuable addition (especially the B vitamins and zinc). Other ingredients such as creatine, beta-alanine and HMB are also useful, being scientifically proven to produce an ergogenic effect. Unfortunately however, this is not the case for a number of other ingredients, eg nitric oxide enhancers); Taste and texture – No matter how technologically advanced the product, make sure you like the taste and texture otherwise you simply won’t use it often enough to reap any benefits.
Andrew Hamilton
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SUPPLEMENTATION AND NUTRITION
Staying stronger for longer NOTTINGHAM-based Florida Health are experiencing explosive growth of their NRGFUEL brand. Florida Health provide a national delivery service of sports nutrition products to gyms, health clubs and retail outlets throughout the UK. Managing director Adrian Brown said: “Our strength is in the quality of our products and our service levels to our customers. We have our own fleet of vehicles that allow us to provide a reliable personal service and people like that.” As a gym owner and former power lifting champion, Adrian knows the benefits of a structured nutrition programme and therefore works well with co-director and head of marketing Val Brown in her tireless efforts to promote the brand. “When we introduce new products we are always mindful to research things in detail and that includes taking feedback from our customers and acting on it,” he said with conviction. NRGFUEL sponsor and support a number of athletes across different disciplines. Their highest profile ambassador is world boxing champion Carl Froch who is a strong advocate of their best-selling all in one drink supplement TTP. NRGFUEL also actively support Mixed Martial Arts athletes Jim Wallhead and Ricky Gammon. Wallhead has just signed a contract
with the Bellator fight promotion in America which will give him and NRGFUEL worldwide TV exposure. Current Mr Universe Neale Cranwell is also on the roster along with British Champion Caroline Oliver. As 2010 unfolds Florida Health and the NRGFUEL brand will be looking to expand their footprint further across the UK and into Europe. Adrian added: “We are constantly looking to improve in all areas of the business. We are in the process of upgrading our website as this should further enhance our already successful online activity, and are always happy to come out and meet new clients to discuss how best we can work together for our mutual benefit.” As the strap line on the NRGFUEL products says, Florida Health will be able to stay stronger for longer. Contact Florida Health on 0115 9209057 or email: info@nrgstop.com
Premier team uses shakes PREMIER league football club Blackburn Rovers are using protein shakes from CNP Professional to keep them in top condition throughout the season. In the past, protein supplements have been the preserve of endurance sports and body builders, but modern sports science recognises the importance of protein supplements for footballers. Protein is essential for the maintenance, recovery and strengthening of the body’s muscles. It is not just weight training that causes mus-
cle break down – any physically demanding sport does. CNP founder Kerry Kayes said: “Playing football regularly places the body under unnatural stress, and the gruelling Premiership schedule doesn’t give the body much chance to recover. To help muscles repair from the punishment of training and matches they need a bio-available protein. So if a footballer's diet is deficient in protein, it follows that recovery will be impaired and performance will be degraded.”
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SUPPLEMENTATION AND NUTRITION
AFTER
BEFORE
Krunch time proves a winner for Greg By Mary Ferguson OVERHAULING a member’s diet and helping him achieve massive weight loss has helped independent gym owner Neale Cranwell generate publicity for his club. Neale, who owns Krunch Gym in Waltham Abbey, transformed the eating habits of Greg Simpsona, who used to weigh 42 stone. And as well as inspiring other members, his success story has led to interest in the gym from local newspapers. Greg now weighs 18 stone and last summer competed in London’s Strongest Man, held at Krunch. In 2006, after six years on the waiting list for a gastric bypass, he finally had the operation. He was advised to join a gym to control the excess skin that comes with dramatic weight loss so signed up at Krunch in December 2007. Neale told Workout: “Greg was about 25 stone when he came to us. He didn’t tell us about his past,
just got on quietly with his training, but I try and get to know all the new members so after chatting with him, I discovered how big he used to be and wouldn’t believe it until he showed me the photos. “I saw that he was drawn towards the heavier weights and he’s a naturally strong bloke so I started helping him with his training and diet.” A typical day’s food intake when Greg was 42 stone included two loaves of white bread, two large pizzas, three kebabs, a multipack of crisps, roast dinner and endless packets of biscuits. But following the bypass, which shrunk his stomach, he could only eat fist-sized portions of food. “He couldn’t eat much at any one time but what he was taking in was still crap, so I got him to eat wholesome food instead of just empty calories. “Volume wise he could only have one sachet of porridge oats but I
encouraged him to graze throughout the day, eating every few hours, so that he was getting enough energy for the training. He ate things like chicken salad sandwiches but the easiest thing for him to rely on was protein shakes, because of his small stomach. I also tried to get essential oils into his diet, so added spoonfuls to his food.” Greg’s story now sits on the members’ board at the gym, to inspire others to overhaul their diets and exercise routines. Greg added: “Neale really raised my confidence and I felt fitter and stronger as the weeks passed. He had me training more often, eating the right foods and enjoying my life again and Krunch has now become a way of life for me.” I Has your nutrition guidance helped a member achieve great things? Let us know by emailing mf@whpl.net or call 01226 734712.
Gatorade launches ‘give back’ scheme
Champion swimmer Jo Jackson is supporting the promotion
ISOTONIC sports drink Gatorade has launched a promotion that will benefit sports clubs, schools and universities. ‘Gatorade Gives Back’ will run throughout 2010, giving Gatorade athletes the opportunity to redeem over £1,000,000 in rewards including top sports equipment, music downloads, money can’t buy experiences and sporting holidays. Adam Draper, Gatorade brand manager said: “We are delighted to have the opportunity to put something back into sport and reward athletes at all levels with the programme. We hope to get as many people involved as possible and I hope that schools, clubs and athletes will take advantage of the fantastic rewards that are available.” To get involved, individuals will need to collect codes from each bottle of Gatorade that corresponds to a nominal points value. Codes can then be banked online and via text and used to cash in on a wide range of sports-related rewards.
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SUPPLEMENTATION AND NUTRITION
Female-friendly brand launches in £500k campaign MAXIMUSCLE has created a range of supplements targeted at women, under the new female-friendly brand ‘Maxitone’. 16 products including shakes, bars and capsules make up the collection, which launched with a £500,000 marketing campaign across TV, gym posters and lifestyle press. Kate Wells, brand manager of Maxitone, said: “The range has been meticulously designed for busy women, whatever their level of fitness. Taken alongside regular exercise and a balanced diet Maxitone products can speed up your exercise results meaning less time in the gym and more time showing off your gorgeous new body.” Maxitone is the brand’s first female set of products and has been developed by brand agency Added Value. Managing director Marie Ridgley said: “Maximuscle was looking to grow the brand into the mainstream. “By segmenting the market, we identified a new female audience for whom hitting their target weight was not enough, they want body shape and tone to enhance the effort they’re putting in at the gym.”
IFBB pro bodybuilder James Llewellin has signed a sponsorship deal with CNP Professional. The deal comes just in time for his upcoming appearance at the Europa Show of Champions in Florida in April. He said: “I’ve known Kerry Kayes for years. Our paths have always seemed to run in parallel and it’s great to be a part of his stable now.”
Former Gladiator Diane Youdale used sports supplements to help her through her pantomime season.Diane, better known as ‘Jet’ used Vitargo supplements to keep her strength up during her lead role in Middlesborough’s Dick Whittington. Combined with her regular work as a BBC radio and TV broadcaster, psychotherapist and fitness professional it was a draining schedule that left little time for her own workout programmes.
www.workout-uk.co.uk
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CLASSIFIED EQUIPMENT
NUTRITION
staffsfitness.com Are you looking to: Open a new gym or fitness centre? Acquire finance and CAD design? Have your equipment serviced? Expand or update and existing centre? Re-upholster tired looking equipment? Train your staff You need to contact us. We are leading suppliers of service and re-manufactured fitness equipment including Precor, Cybex, Life and Technogym. Tel: 01538 387999 E-mail: sales@staffsfitness.com
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