Work Out November 2010

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November 2010

The UK’s No 1 fitness industry magazine

Independent operators head for industry week

FIA call to join forces for strategy

By Louise Cordell THE FIA is calling on the fitness industry to get involved in the sector’s most ambitious project ever.

At this year’s Leisure Industry Week, executive director Dave Stalker urged delegates to contribute to a new strategy that would result in a ‘quantum leap’ for the industry.

He spoke at the launch of the sector’s first industry consultation on the TwentyTen Commission – a strategy development initiative designed to develop a five-year plan for the health and fitness sector.

So far an initial consultation has involved 70 industry leaders, resulting in five cornerstones of a proposed strategy.

Dave said: “This Commission is the result of a five-year strategy designed to shape our collective futures. It has shown us where we need to look to make a difference and implementing these ideas should result in a quantum leap in what we do.

“Our sector has never attempted anything as ambitious as this before, but I think we have finally reached a point where we are able to make a difference.”

The initial consultation, which started a year ago, has come up with five focus areas around which the new strategy will be based.

These are Exercise as Medicine, Data and Consumer Insights, Upskilling the Workforce and Community Hubs and Workplace Activity – from both a public and private sector perspective.

The FIA is now inviting everybody involved in the industry to take part in the consultation by e-mailing TwentyTen@fia.org.uk after reading the Commission's report which can be found on www.fia.org.uk/2010commission.html.

Dave added: “2012 is on our doorstep and we all need to work together for the common good and take this opportunity to drive partnerships forward. We need to prove that what we do makes a difference and produce evidence that cannot be ignored. We have to adopt a ‘show me don’t tell me’ philosophy – there is a recognition that personal responsibility isn’t enough.

“If we join forces we can improve the lives of the whole nation – now we have to put the strategy together that can make this happen.”

No 206 £3

Fans of hit show Glee will now be able to follow in the footsteps of their favourite characters – thanks to a new dance class launched by Soho Gyms.

The classes – which include routines taken from the show – will be putting gymgoers through their paces at sites including Covent Garden, Borough and Waterloo. Pictured: Glee star Lea Michele.

ABOUT 350 independent operators attended a day of dedicated seminars and networking opportunities at this year’s Leisure Industry Week.

The club owners descended on The NEC in Birmingham for Independent Operators Unite to hear a panel of experts discuss the issues most important to them.

Topics covered included sales and marketing techniques, retention and how to maximise secondary spend in your club – plus a Q&A session with a panel of independent operators who revealed their own experiences of running a club.

The day ended with a free party at Birmingham venue Mechu which gave operators the chance to network with each other and the wider industry.

The programme was pulled together by Creative Fitness Marketing’s Dave Wright who told WorkOut he was pleased with how the event was received and is already looking forward to next year.

For more on LIW and IOU see our special feature on page 36

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Industry unites Iwan bids to boost for first National gym membership Fitness Awards

By Louise Cordell

THE entire fitness industry is being invited to celebrate the achievements of the winners of the inaugural National Fitness Awards being staged later this month.

Almost 400 nominations were received for the awards, organised by Workout magazine and sponsored by Servicesport.

The nominations cover the spectrum of fitness – everything from fledgling, smaller clubs with just a few hundred members right up to long-established heavyweights with memberships of several thousand.

Preliminary judging has already been carried out but the final decision about who gets what will be made by a distinguished panel of judges including two of the most successful sportswomen Britain has ever produced.

Olympic sprinter Jennifer Stoute and record-breaking swimmer Sharron Davies will be joined by respected fitness industry names such as Andree Deane, Ian Wakefield of the Institute of Sport and Recreation Management and Colin Marriott of headline sponsors Servicesport.

Between them, they will have the difficult task of choosing the worthy winners who will be announced at a glittering ceremony at the National Railway Museum in York on Thursday November 25.

Gyms and instructors who made the shortlist have already been capitalising on the publicity opportunities by getting valuable coverage of their achievements on local radio and newspapers.

Some places at the event are still available and the dinner is open to all clubs and fitness industry suppliers – not just the ones lucky enough to make the shortlist. Full details about attending the awards dinner are available in the four-page special included in this issue of Workout.

NFA director Andrew Harrod said: “We have been overwhelmed by the interest the National Fitness Awards have generated in this, their launch year. Our preliminary judging team have covered some 6,000 miles visiting all the shortlisted entries and it is clear everyone who has entered the National Fitness Awards is taking them very seriously.

“Some of the finalists are using the dinner as an opportunity to thank their staff and their members – turning it into an end of year party for the entire industry. If you’re considering entering the 2011 awards then it could also be a good idea to attend this year’s event so you can start preparing your nomination.”

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Editorial

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Group Editor: Andrew Harrod Tel: 01226 734639 Fax: 01226 734705 Email: ah@whpl.net Reporters: Christina Eccles

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

OLYMPIC athlete Iwan Thomas has launched a new website aimed at increasing gym memberships in the UK by five per cent in the next year.

The site, PickAgym.co.uk, has been designed to provide more people with access to more gyms – whatever their fitness goals.

Iwan said: “Like a lot of people, I am concerned about UK’s increasing health crisis and the growth of the ‘Playstation nation’.

“I want to show people that there is no excuse not to get active - no matter where they are, what they want to do and how much money they have, there is a gym for them.”

Visitors to the site can select their fitness goals, add information about why they want to achieve them and select the facilities and services they require when using a gym.

After entering their postcode they are shown the closest clubs that meet their criteria, and can then review more information, read up on current offers and download a pass to use the gyms selected.

Iwan added: “It makes me sad to see people lose interest in keeping fit.

“I want to show them that even if they think fitness is not for them, there is a gym out there that they will enjoy attending.

“We are coming up to the time of year when people will join up on the spur of the moment, but not attend long term.

“But if we can help to find them a club that has everything

Iwan Thomas they need then hopefully we can change that.”

The site has had a great response so from, from the public and from clubs, who are automatically informed when someone is interest in their gym, so that they can call them to discuss their requirements in more detail.

Prospective members are able to use the site for free and since launching eight weeks ago it has attracted over 140,000 hits.

Iwan added: “The idea has had a really great response – I think people like the simplicity of it and the fact that it is working with their individual needs to provide a useful solution.

“Gyms have also been very keen to get involved as it is good marketing for them, that helps emphasise their strengths, at a low cost.

“I think that there is a big market for it and really hope it will make a difference.”

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Low impact suggestion for gyms Matrix gears up for new partnership MATRIX Fitness Systems has announced a new partnership with one of the world’s most successful female racing drivers, Natacha Gachnang, pictured above.

Natacha suffered a serious accident in April and broke her leg, so Matrix have teamed up with Renault F1 Team’s fitness coaches to help her get back into peak physical condition.

They have developed a rehabilitation programme for the driver, using a Krankcycle which engages only the arm and can be used either sitting or standing.

Natacha said: “At the beginning, when I couldn’t walk, I did most of my training on the Krankcycle. It enabled me to retain my upper body strength without putting any strain on my leg. I combined this with extensive physiotherapy and massage to keep my legs moving as much as possible.”

Natacha will now continue to maintain her intensive level of training, as her ultimate aspiration is to become a driver for Formula 1 alongside her cousin Sebastien Buemi, who races for the Torro Rosso team.

By Louise Cordell

breaks.

GYM owners could attract more members by offering low impact workouts after a new survey suggests that workers avoid ‘sweaty exercise’.

A study carried out by the British Heart Foundation has found that many people dislike exercising during the day because they do not want to get hot and sweaty in front of colleagues.

However, the survey of over 2,000 adults also found that 81 per cent of these workers fail to get the recommended amount of exercise each week – with 55 per cent of them spending their days sitting or standing still.

A third of respondents said they avoided exercise during the day because they didn’t want to be seen by those they work with, 48 per cent said they ate lunch at their desk and one in six added that they felt under pressure to take shorter

The Foundation is now urging people to forget their embarrassment and try to exercise during the working day – even through simple measures like a lunchtime walk.

Lisa Purcell, from the BHF’s health at work programme, said: “Embarrassment shouldn't prevent people from being healthy at work.

“You don't have to don a lycra leotard to get fit and healthy.

“The payoffs from even simple changes like taking a walk at lunchtime are too great to ignore.

“Getting healthy during the working day means you are less stressed and better motivated.”

The Foundation is also encouraging employers to do more to get workers exercising by introducing measures such as swapping tea break biscuits for fruit and getting staff together for games and activities at lunchtimes.

A Barnsley-based leisure centre is celebrating after its aqua fit class reached an amazing milestone.

Since its launch four years ago, the class at Hoyland Leisure Centre has helped its members achieve a total weight loss of 100 stones between them.

Since starting with just two people back in 2006, the twice weekly class has gone from strength to strength and now attracts 30 people, who are taught by swimming instructor Liz Pedley.

Liz said: “The great thing about Aqua Fit is that anyone and everyone can take part. We have expectant mums, disabled and able bodied, people suffering with heart conditions, arthritis, both male and female of all ages – our oldest aqua fitter is 93, with our youngest being 24.”

Pictured left: BPL swimming instructor Liz Pedley is pictured with members of her Aqua Fit class at Hoyland Leisure Centre.

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Firm launches new fitness package EQUIPMENT manufacturer Cybex has launched a new fitness package for use in the hotel and hospitality markets.

The company has joined forces with Colarossi Consulting and Management and Fabiano Designs to launch Hotel Cybex.

The programme involves converting and improving hotel fitness facilities and are customised for each hotel’s brand – including plans, equipment, flooring, hardware and floor coverings.

Cybex senior vice president, international sales John Young said: "Our own expertise, combined with key insights from two of the fitness industry's leading companies, allows us to redefine the approach to hospitality fitness. We're providing our partners with a program that increases fitness center usage and becomes a key component for enhancing brand loyalty and generating repeat stays."

Founder of Colarossi Consulting and Management Glenn Colarossi added: “This is a truly 'brandable' experience that is smart, timely and effective. Our approach is to work closely with hotels to create welcoming and memorable environments that are no longer just a box with equipment in it.”

Pound for pound pays off for club

By Emma Spencer A HEALTH club in West Sussex has retained and attracted new members through a pound for a £1 weight loss scheme which will see money donated to charity.

Healthy Balanced Generation has two sites in Crawley and one in Dalkeith, Scotland and is trialling the year-long programme at one of the Crawley sites.

For every pound of weight a member loses the club will match it and a final sum will be donated to a local charity.

Seventy per cent of people on the course were already members of the club and after a broad marketing campaign the other 30 per cent are new which means they have also become gym members.

Open for six and four years respectively one of the Crawley sites is full to capacity with 600 members and there are 500 at the second.

The pound for a £1, devised by fitness co-ordinators Rachel Bonner and Mark Mckeganey, was launched in March and will run until March next year with weekly sessions which

are half practical and half theory.

They said: “We try and run different things and gauge what the members want and a lot came back saying they wanted weight loss management courses.

“In other gyms they get churned out two a penny, we wanted to do something different and reward those losing weight by helping the local community and charities.

“70 per cent were existing members

and 30 per cent signed up after seeing articles in the local papers after we sent out press releases and a local things to do website used by businesses and the community.

“If someone on the course particularly stands out and advocates a charity or is affiliated to one we will give to that or leave it up to members but we want it to be local.”

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Craig fights back from illness to open his own gym

By Emma Spencer AT THE age of 25 Craig Hartley fell ill with a serious heart condition and wasn’t expected to make it through the night.

He stunned doctors with his recovery, who put the condition down to the intense body building training regime he was putting himself through, but believe his fitness was the key to his survival.

Years later Craig is lifting the weights again, opened his own gym and training members for their first competitions on the bodybuilding circuit.

Potential Gym at Castleford, West Yorkshire has been open two years, and Craig is about to install the last few pieces of kit, and is even selling his Mazda sports car to pay for it so he doesn’t have to take on any more debt.

He said: “Like everybody else at that time I was training Arnie style and my body responded at first, but I was spending a ridiculous amount of time in the gym. I cut back on the days but pushed myself harder, but was basically being carried to my car after a workout.”

One day Craig went for a walk and literally could not make it back up the hill to his house. His sister took him to the doctor, who sent him straight to casualty. He spent the best part of the next month in intensive care while tests were being carried out but, because of his muscle density, scans could not detect the problem at first.

The cause of the heart condition is still unknown, but has been linked to a bout of glandular fever Craig had the year before.

Craig added: “Your heart has a reserve for if you are in trouble, but I had been living on that for a couple of weeks. My heart was the size of a carrier bag with no air in it so that was pretty much it for a couple of years. I was going to get ready for the British championships but that scuppered it completely.”

Craig restarted his fitness regime slowly and decided to act on his dream to open a gym, but there was another battle ahead.

It took 18 months to acquire the unit because of legal wranglings with the local council over planning permission.

At first the council did not agree with the change of use because the gym is on an industrial estate and had concerns about parking.

Craig said: “We never stopped fighting and got people out to measure the car park and covered every base we could. Eventually they agreed because we had persisted. The budget for all the equipment was gone by the time I got the

cardio, and we are still spending.

We have gone for the best of everything and are trying to get to the stage where no other gym will have the equipment we have got.”

Craig has also seen three members Rich Burden, Dave Perry and Scott Worsnop compete in the novice classes at the Mike Williams Classic and Wayne Braddock in the Pro-Am in New York in November.

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Andy bounces back after gang-related firebombing

By Christina Eccles A RELIEVED gym owner has told Workout how he has managed to bring his club back from the brink – after a firebombing incident cost him almost 400 members.

Pinetops Health and Fitness in Formby suffered the blow in April last year and although there wasn’t much damage to the property, owner Andy Dyson said the nature of the incident led to a lot of members leaving.

He explained: “We got firebombed in April last year and this caused a lot of people to leave. It was a shock to the system and though there wasn’t too much damage, it was gang related, which is what brought us down. We got caught in the middle of it and lost 300 - 400 members.”

For the last 18 months, Andy and the team have been working hard to claw back these numbers and restore confidence at the gym.

And he said that finally things are looking up.

He added: “We have taken quite a few back and are getting back on our feet, but we had to lower our membership fee and make it more flexible.

We charge £40 for a month’s membership or less for those who take out a contract “Lowering prices was a sting but we are not really losing as a lot of people are now paying upfront, which has been the most positive change.”

Losing so many members also encouraged staff to look at the gym more closely and Andy admitted as a result, they have found out a lot about the business and how

to manage costs more effectively.

As part of this, members are encouraged to spend extra money in the gym, which is now reaping the rewards of stocking items such as water and different varieties of coffee.

“We try and make a profit from secondary spend – we charge 80p for a bottle of water but we get 24 bottles for £3.50, so the mark up is good.

“Selling coffee also works because it encourages people to spend more time here and sometimes they will come in just for a coffee.”

The gym is now looking forward and has big plans for 2011 and beyond.

“It’s taken us about 18 months to come out of it and we still need to go further, but we’ll hopefully be there by January.

The outdoor swimming pool

“We have got back most of what we lost – we are about 100 members short. We can’t tell with some of them if it was a natural tailing off but after the fire there was a very significant drop.”

Future plans include extending the gym to expand its functional training area and including more items such as kettlebells and boxing equipment.

“We are hoping for a good year next year. Outdoor fitness has been a big selling point – we have an outdoor pool, jacuzzi and fitness trail – and can design a workout for the whole family.

“The main point which makes us stand out is the variety of exercise that we can do here.”

The outdoor trail.

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Independents urged to find niche in market

By Christina Eccles INDEPENDENT operators have been urged to find a niche in the market and to promote the elements which make their club stand out.

At a seminar at this year’s LIW, a panel of experts joined forces to reveal successful ways which independent gyms can market themselves.

They revealed that smaller clubs are in an ideal position to create a niche for themselves and do something which makes them stand out from the crowd.

Consultant Adam Campbell said: “Be unique and target specific customers.

Most small businesses will grow by sticking to what they passionately believe in, and independent operators have a fantastic opportunity to carve out a niche and be different to others in the area.

“Ask yourself what you are best at, then target and understand the behaviour of that particular customer and make it easy for them to buy.

“Make sure every person in your club knows what promotions you are doing and are able to give the right information.”

Alister Rollins from the Retention People added: “It is more important to get the right member than it is to get more members.

“If we can understand more about customers, we can identify the type of member who stays longer. The more we promote to these members, the easier it is.

“Make sure you understand your market well and then target your marketing on these people.”

The FIA’s sales and marketing director Richard Blackmore was also on the panel and he told delegates that the easiest way to find out what existing and potential members want is simply to ask them.

He added: “The meet and greet is the first opportunity to get people bought into your site. Build up a rapport with them, ask questions and then build on that.

“Identify the needs of the people who come into your site – use enquiry forms to ask questions about what they need.

“Then make sure they understand that your facility is where they can achieve their goals.”

Sporty Spice Girl Mel B has launched a new group exercise class in partnership with Fitness First.

Get Fit with Mel B has been designed for maximum fat burning, toning and weight loss and combines high intensity aerobic and boxing moves with conditioning exercises to work all major muscle groups.

Mel said: “I’m really excited to launch Get Fit with Mel B in Fitness First UK clubs. Knowing that people will be taking part every week in a class at over 150 clubs which I’ve helped develop is brilliant.”

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New moves for Strictly Fit class STRICTLY Come Dancing fans have been given the chance to show off their moves with the launch of a revamped exercise class from Fitness First.

The Strictly Fit classes were initially launched last year and proved so successful that new classes are now being launched with fresh choreography and music.

UK fitness director Derek Crawford said: “Strictly Fit is about having a fun workout. It’s low impact and has really captured the imagination of people of all ages.

“Both dance and group exercise classes are key trends in fitness at the moment and Strictly Fit perfectly combines these two elements.’’

Changes for this year’s classes include four brand new dances – the Argentine Tango, the Foxtrot, American Smooth and the Rumba.

Derek added: “Strictly Fit is one of the most popular group exercise classes we have ever launched and appeals to a diverse range of people of all ages, many of whom may never have considered the gym or even exercise classes before.’’

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Tony McParland and Dave Mahon from Inspirit for Precor Ireland

Crosstrainer prize heads for Northern Ireland BODYWORKS Gym in County Armagh, Northern Ireland, was recently the winner of a brand new Precor crosstrainer worth more than £7,000, in the exclusive Workout competition to find the oldest Precor EFX still in use in the UK. Clubs from all over the UK put their machines forward for the competition, which was launched to celebrate the machine’s 15th anniversary.

Cross trainers entered in the com-

petition ranged from seven to 14 years old, and independent operator, Tony McParland from Bodyworks Gym, scooped the prize with one of his two 14-year-old EFXs. He said: “We have seen a great response from members since taking delivery of the new machine.

“It’s a lovely piece of kit and it’s the first thing they see when they walk through the door and the first piece of equipment most of them head for.”

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Get ‘linked’ and make more money for your club

By Dave Wright, Creative Fitness Marketing THE saying ‘Six degrees of separation’ refers to the idea that all people are, at most, six steps away from any other person on the Earth – ie the "a friend of a friend" statement that can be made to connect any two people in six steps or fewer to anyone, anywhere in the world. So why is this important?

Well, as gym owners, it can often be a lonely world in the market place and to find out what’s going on in the industry is left to the travelling equipment salesman or what people read in Workout magazine.

So common sense would say that the more connections you have, the more you will learn from other people’s successes and/or failures. And that’s where the ‘networking and connections site’ Linkedin comes into play.

To put it simply, Linkedin is a professional form of Facebook that is used by people in the business world and it has nothing to do with your personal life or personal information.

It’s an easy way to network with thousands of other independent operators within the country and around the globe, by connecting with them and joining discussion groups to get the low-down on what is happening within your world… all without having to leave your gym.

Whether you are a small 2,500 square foot gym in London, or a 30,000 square foot health club in Ireland, Linkedin provides an opportunity for you to learn and help others to learn from your successes or your mistakes. Just imagine being able to have questions answered such as: What’s a good personal training system? What’s the best protein supplement? Should you buy or lease equipment? What’s the best system that you use for retention? How many members should you have for your size facility? How do you compete with a low cost club in your market?

What do you think of vibration plate training? What’s the benefits of REPS? Does anyone want to buy an old smith machine? Are you looking at selling your gym? Etc. These are some of the discussions/ questions that

you can have answered by other industry people who are experienced to give their point of view. All for free.

There are various discussion groups that you can join and participate in to know what is going on in the industry and specifically your niche.

For example, there is an exclusive discussion group dedicated only for IOU (Independent Operators Unite) members, where you can share ideas and connect with other independent operators around the country and get the low down on what is going on in the independent world.

Once you do add your professional details to the free service, (www.linkedin.com ) then you just start connecting with industry people that you want to connect with or business people that you know. It’s like picking up the phone to thousands of other business owners to see what is going on, without actually picking up the phone. If you are smart, you can even connect with your local media sources so that if you have an updated news story, you’ll find that the paper or radio will actually contact you for that free

Dave Wright story.

So whether you want to network, learn, spread a message or sell a product, then you need to get connected. You will find that at most it’ll only take one or two steps of separation before you can connect with hundreds of industry people… all through being Linkedin.

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Pictured, from left, Stuart Lucas, Matthew Forsyth, Dervis Konuralp, Robert Barrett, Paul Whiteman and front row: Sheikh Muhidin Sheikh

Leading Paralympians help launch new pilot programme A NEW pilot programme designed to encourage more disabled Londoners to participate in sport and physical activity has been launched at the Mile End Leisure Centre in Tower Hamlets. The event was attended by a number of leading Paralympians including Dervis Kornulap, Matthew Forsyth, Robert Barrett, Sheikh Muhidin Sheikh and Stewart Lucas, CEO of Interactive, the strategic development agency for sport and physical activity for disabled people in London.

The ‘Inclusive London’ sports membership scheme has been developed by leisure operator GLL

and offers discounted access to a range of sport and leisure facilities and will initially be piloted across the five Olympic and Paralympic boroughs.

Disabled residents will have the chance to use over 30 different leisure centres and swimming pools in Greenwich, Hackney, Newham, Tower Hamlets and Waltham Forest for less than £20 per month.

The scheme offers access to swimming, gym and group exercise classes in addition to a 30 per cent discount on any other sporting activities.

Carers will also not be charged when accompanying Inclusive

London members and a free weekly two-hour crèche session is also included.

Stewart Lucas, Interactive CEO, said: “Interactive work with all providers of sport and physical activity across London to increase participation opportunities for disabled people. We are pleased that the GLL want to encourage disabled people to take up physical activity at their facilities through the 'Inclusive London' card. We will work with them to ensure that disabled people are aware that this opportunity exists, and that disabled people view being active as a viable lifestyle choice.”

£25m restoration for iconic baths ONE of the UK’s most iconic swimming baths has officially reopened, following a £25m redevelopment to return it to its former glory.

Marshall Street Baths – which was unveiled by TV personality Michael

Palin – has been painstakingly repaired after being closed for more than a decade following concerns over safety.

The repair work has been carried out by Westminster City Council and

development partner Marshall Street Regeneration and involved restoring some of the pool’s original features – including an original bronze fountain depicting a merchild and two dolphins in the pool area.

Bid to push BodyPower organisers pole sports introduce new website A TEAM of fitness experts has been brought together in a bid to get pole sports recognised on the Olympic stage.

The International Pole Sports Federation has put together the committee in order to build an Olympic calibre organisation which can push the sport forward.

Although Pole Sports has entered the mainstream of fitness workouts around the globe, the association now wants to achieve another goal – uniting athletes to take them to the World Games and the Olympics.

THE organisers of the BodyPower Expo have unveiled a new online strategy to promote next year’s show.

A new website has been designed, which includes a real time blog with news updates on the show, as well as more features reflecting the broad interests which visitors have.

Alongside the website, Twitter and Facebook will also be used to interact with visitors.

Marketing director Ollie Upton said. “Getting the new website to the high standard we wanted has taken some time, however this hard work has undoubtedly paid off.

“We are delighted with the new look and feel which really takes the expo to another level and engages with our visitors in the months leading up to the exhibition.”

Next year’s event takes place on May 21-22 at the NEC in Birmingham.

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How Julie has moved with the times

By Christina Eccles

All-new cardio kit installed after refurbishment MEMBERS are reaping the benefits of a refurbishment at their South Yorkshire club.

All the cardio kit at DW Fitness in Barnsley such as treadmills and crosstrainers were replaced with Technogym equipment and a functional training area has been created within the club.

It has versatile training aids including kettlebells, TRX suspension equipment and wobble boards which

bosses hope will make it different to other gyms in the area.

Phil Moss, manager said: “We were closed for three days but members came back in here, got brand new equipment and a new area which has really taken off. It is something a little bit different and you don’t see in a lot of other clubs. The best thing with something like the functional area people are seeing for themselves what they can work with.”

INDEPENDENT gym owner Julie Broadway has revealed how the market has changed since she first went into business.

Julie owns Atlanta Health and Fitness in York and has been working in the fitness industry for almost 30 years.

And she revealed how the gym has managed to keep up with the competition over the years and survive in an increasingly crowded marketplace.

She said: “This is our 27th year and in that time I have seen the industry change phenomenally. 26 years ago we had one bike. Now if you are not up there with the gadgets, you are not in the game.”

Julie added that when Atlanta first opened, there was not much competition in the city but more and more of the big chains have moved in – meaning the gym has had to work hard to keep up.

But she admitted this has not always been easy and that there have been mistakes along the way.

She added: “When we opened there were three gyms in York. Now there

are 14 – with two of the big chains on our doorstep.

“13 years ago when Fitness First opened, it was the first chain to come into York. We tried Julie Broadway to compete with them by putting a dance studio in. But we went to our members and said what do you want us to do and they said just keep the gym.”

Successful ideas which have worked over the years have included running promotions with Creative Fitness Marketing, running family days where members can bring their children down for activities at the gym and capitalising on York’s tourist market by offering one off gym sessions to people visiting the city.

Julie was speaking at a seminar dedicated to the experience of independent operators, which took place at this year’s Leisure Industry Week.

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New martial arts concept attracts 800 members A NEW martial arts fitness concept has helped the Sweat Fitness Academy attract over 800 members in just ten months.

The club is a premier health, fitness, martial arts and boxing venue in Weston and was set up by owner Stuart Davies after he saw the success of similar clubs in LA. He said: “I had been in America a couple of times over the last few years and most gyms there have boxing rings and martial arts facilities.

“The idea just seemed to make sense to me, as there is a real gap in the market – in the UK there are over nine million people taking part in various martial arts classes, but mostly in scout huts and town halls.

“Then, many of them are attending gyms separately to do their fitness training.

“I wanted to bring both together, but while keeping the individual qualities of both, so that people can pick and chose depending on what appeals to them.”

Stuart also works as chief coach at the club, having been named European Karate Champion in 1999 and World Kickboxing Champion in 2001, and believes that his staff’s passion and their ability to offer something different is what has attracted so many

members.

He added: “We didn’t know we would have such a great response – lots of people have got involved and really embraced it.

“Most of our members who just joined the gym have crossed over into classes, and the other way round, with class members starting to use the fitness facilities.”

The format has been so successful that Stuart is now franchising Sweat F.A, with four clubs already in the process of taking on the branding.

His aim is to offer independents something different by tailoring different elements of the Sweat F.A concept to individual clubs, depending on their different needs and preferences.

Stuart added: “If a club owner is experiencing hard times, then I think something like this could turn things around for them and get them the kind of success we have had.

“If you look at people in the public eye these days, from celebrities to royalty, they are all being pictured getting involved in kick boxing and other martial arts. People are realising that is is about fitness, not fighting, so it just makes sense to tie it in to gyms and attract a whole new type of member.”

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Maximising secondary spend income

By Christina Eccles SIMPLE ideas such as charging members for water could help gyms to increase their secondary spend, it has been claimed.

Darren Loxon, manager of Feel Good Fitness in Abingdon, was among the speakers at the Independent Operators’ Unite forum at this year’s Leisure Industry Week – giving independent club owners tips on how to maximise the money which is spent in their facility.

His gym takes on average £4,000 per month secondary spend – bringing in additional revenue from items such as supplementation, protein bars and even bottles of water.

And he said the key to success is educating members on how these things will assist them in their workouts and then making them available to buy on the spot.

He explained: “We rely on secondary spend. If everyone who comes to the gym doesn’t spend money over the counter, the bills don’t get paid.

Every member is potentially someone

who could be spending more money.

“We do not give water away – it is 70p in the fridge – and when it comes to things such as supplementation, we rely on our staff to educate members as to why they need these things when working out.”

But Darren admitted that encouraging people to spend more money in the gym is not always easy and shared his tips for getting the most from your members.

He added: “Sometimes people buy supplements from us first because we are the ones who are educating them about the products. But then after that, they may go and buy the products on the internet because it is cheaper.

“But we encourage them to buy from us because they can see how it is working for our instructors and people ask what they use.

“We also buy our own label protein with the Feel Good Fitness brand. If you can put labels on things which mean that people can’t buy it anywhere else except your club, you set the price.”

Facebook bid to attract young adults to industry YOUNG adults have been encouraged to find work within the sport and leisure industry thanks to a new Facebook application from City and Guilds.

To discover the perfect job for them, users will be required to complete a multiple choice quiz – with their answers giving a good insight into the type of work they would enjoy.

They will then be provided with further information and redirected to videos of people in certain professions who’ve hit the big time.

City and Guilds CEO Chris Jones said: “14-19 year olds are at the heart of everything we do, and at City and Guilds we want to help them unleash their talent. Facebook is a powerful tool for young people so it is the ideal platform for us to show learners the opportunities open to them in the sport and leisure industry and inspire them to achieve their dreams.”

Day marked with discounted rates for over 50s SHEFFIELD International Venues celebrated UK Older People’s Day by offering discounted rates to its facilities for the over 50s.

With the theme for this year’s event being getting and staying active in later life, swimming sessions for £1 were offered at Ponds Forge International Sports Centre, Hillsborough Leisure Centre, Concord Sports Centre and Westfield Sports Centre.

Head of sport Justine Foster said: “Exercise is a great way for older people to make new friends, keep their independence, learn new skills and increase energy levels. It is also proven to reduce blood pressure and help prevent osteoporosis.

“We already offer lots of low intensity fitness classes across our venues which operate the Fitness Unlimited gym membership scheme, so we hope new customers will feel happy and welcomed here.”

Bodybuilding first for gym FOUR members of a Castleford gym have taken part in their first bodybuilding competition.

Kim Hardy, Dave Perry, Rich Burden and Scott Worsnop – who all train at Potential Gymnasium – set foot on the stage for the first time to compete in the Natural Physique Association Mike Williams Classic Competition.

The NPA is a completely natural association where no performance enhancing drugs are or ever have been taken by the competitors. They were trained under the guidance of gym owner Craig Hartley – who is an expert on training both the body and mind for success in bodybuilding.

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Erak’s happy to share industry knowledge with an online blog PERSONAL trainer Erak Simsson has launched a free internet resource to help others in the industry find success.

The blog aims to provide practical and down-to-earth advice from his 22 years of experience gained first in the army and then setting up his own PT business.

Erak said: “I have always had a passion for teaching and, thinking about when I started up, if I’d known then what I know now, I would have made much faster progress.

“So I thought a blog would be a good way to share what I have learned so far and help other trainers with their businesses.”

Erak has found that the two biggest problems that personal trainers have are identifying their target audience, and then marketing their services to them effectively.

His blog covers these topics, providing simple, low cost tips that personal trainers can use to bring in new clients.

He added: “Most trainers have

a fantastic amount of knowledge but many are unable to channel that into something tangible that they can sell.

“They think that once they have got their exams out the way the worst is over, but they soon realise that the qualifications are the easiest part.”

The site includes a 25-page report covering marketing, attracting clients and programme development as well as regular blog posts on a range of different issues.

Erak also runs workshop sessions, both for trainers and for people planning on entering the industry.

He added: “I think it is important for people to ask themselves the right questions and assess the reality of a career in personal training.

“There is no point in them signing on the dotted line and paying out for qualifications if it isn’t the right path for them.

“It isn’t easy – most personal trainers are back doing their old

jobs within six months of starting out and that’s what I want to help prevent.”

So far the blog has had a positive response with a wide range of people logging on – from those who are just thinking about a change of career to those who have been working for a while but are struggling with different aspects of the business.

Erak is now planning on expanding on the advice available with posts from a series of business and industry experts, to provide fresh opinions and new ideas to inspire readers.

He added: “I have no reservations in passing on knowledge – I think the more we can get personal training out there, the better it is for everyone – the market is big enough for us all.

“I just want to keep educating trainers, help them create their own brand as a reference point that people can identify with and turn their knowledge into something they can sell.” www.personaltrainercareer.co.uk

Erak Simsson

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A new customer feedback system has helped one gym to get closer to its members. theclub at Cadbury House has implemented touch screen technology so members can answer a series of questions about their experience in the club – allowing staff to react immediately to feedback.

Club manager Jason Eaton said: “It’s vital that we react to what our members and customers think quickly. What this new system does is empower our customers to tell us what they think easily and quickly helping us make decisions based on that feedback.”

The system has been developed by Bristol-based Diciamo.

Picture: Jason Eaton with Mario Dolcezza from Diciamo

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New flagship club for Gym Box LONDON-based Gym Box has opened a new flagship club on the upper level of Westfield shopping centre in Shepherds Bush.

The 19,650 sqft facility is aiming to be one of London’s most exciting clubs – with features including over 100 classes, an Olympic size boxing ring, 70 state-ofthe-art cardio machines, indoor sprint track and the city’s largest free weights area.

Managing director Richard Hilton said: “Gym Box Westfield will be our most exciting offer to date.

“The gym will provide state-of-the-art facilities with the latest fitness equipment on the market.

“The club design will be contemporary, exciting and original and will accentuate the natural daylight and spectacular views of London.”

The club also brought on board Escape Fitness to help kit out both their functional studios with a mix of versatile Reebok professional and Escape equipment which included TRX suspension training, handweights, racks, steps, decks and punch bags.

Escape Fitness customer solutions manager Matthew Morton added: “This was the perfect project as Gym Box are innovators in their own right as are we, combining the two has led to us helping to create fantastic studios which put the fun back into functional fitness and offers all Gym Box members a great and truly exciting fitness experience which will keep them coming back time and time again.”

Approved training status for company MANAGEMENT and leadership development company Strictly People has been named as an approved training provider for the National Skills Academy for Sport and Active Leisure in London and the South West.

The approved provider status allows the company to work in partnership with the NSA to deliver employer led programmes, designed to generate a tangible business return.

Head of leadership development Simon Sprowell said: “As the leisure sector has grown there has been a trend towards improving management skills and developing key staff that have the vision to take their organisations forward.

“With the recent economic downturn it's now more important than ever those organisations realise the link between strong leadership, customers and profit and start to think about seriously investing again in their training and development.”

Have you got news for us? Give one of our reporters a ring on 01226 734463 or email ce@whpl.net

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Military-style boot camp marches on THE OWNER of a bootcamp fitness business is planning to expand because it has been so successful so far.

Jamie Bloor is the managing director of Civilian Military Fitness based in the North West.

In the three years CMF has been going bootcamps have already become established at Stockport Rugby Club; Worthington Park in Sale; First Street in Manchester city centre; Hyde Park, Hyde; Stamford Park, Ashton-under-Lyne and at Chorlton water park.

Over the next five years a couple more will be opened in Manchester before the brand is rolled out to Liverpool and Leeds and if that is successful the rest of the country.

Jamie said: “There were no particular targets or goals to start with.

All I wanted was to pay the bills at the beginning but it took off and is a good little business.”

He says the results people get are what keeps them coming back and the structure of the classes are the next best thing to having a personal trainer.

Jamie is from a military background as are the 24 instructors he employs.

The activities employed in army training such as press ups, sprints, jumping and shuttle runs are used in the workouts which are usually one hour sessions tailored for beginners, intermediate and advanced levels.

He said: “There is a minimum sign up of 12 weeks, they could pay month by month but the proof is in the pudding.

“Once they start getting results they tend to want to continue with us. Retention is quite good but so are the instructors – we won’t put anybody in front of the public unless they deserve to be there.”

It is the emphasis on the instruc-

tors which is also key to the success of CMF. In addition to a job interview potential instructors are put through training days and then help fully fledged instructors take classes before being given their own clients.

Jason added: “Clients are the

Pedalling for charity

Glenn Tolan

STAFF at Barnsley Premier Leisure have done their bit for charity by taking part in a sponsored cycle ride along the Trans Pennine Trail.

Staff from BPL plus family and friends took part in the gruelling 230-mile ride to raise funds for a number of good causes including Barnsley Hospital’s Special Care Baby Unit.

Head of operations Glenn Tolan helped to plan the event. He said: “I was looking for a challenge and when I suggested the ride my colleagues at BPL were keen to get involved. It’s been a great success and I hope it will now become an annual event with even more staff joining us next year.”

most important thing.

“Every body type is different, instructors have to be professional in getting the results people want and be sympathetic as to what individuals need.

“It is the closest to personal training that people can get in a class environment.”

New exercise class launched VIRGIN Active Health Clubs have teamed up with MTV UK & Ireland to create a new urban exercise class.

MTV Urban Workout is based on the hit US show, Randy Jackson presents America’s Best Dance Crew and combines break dancing, hip-hop and free running.

National group exercise manager Gillian Reeves said: “MTV Urban Workout features great music, guaranteed to get you moving.

“It’s a fun and fast-paced class that works the entire body, especially your core, and has been created for all age ranges and fitness levels; it’s about having fun while improving your fitness.”

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Olympic medallist opens refurbished centre OLYMPIC and World Championship medallist Colin Jackson has opened Folkestone Sports Centre following a £1.5m redevelopment.

Changes include a new gym, new café and bar area and upgrades to the roof, pool plant, internal reception and foyer areas.

The new centre also benefits from the creation of a viewing gallery overlooking the two swimming pools.

A junior fitness gym has been created adjacent to the adult gym area to encourage families to exercise together and kitted out using the centre’s

existing eight ZigZag Xer-Dance platforms and full ZigZag circuit of resistance and CV equipment.

Tessa Stickler, general manager at Folkestone Sports Centre Trust said: “The ethos of the Trust is that we provide affordable sports facilities for the community and the fact that we now have a modern gym doesn’t change that in any way.

“The new facilities have been exceptionally well received and membership numbers have already increased by 30 per cent.”

Excellent feedback from delegates MORE than 150 REPs members and guests attended the register’s national convention, which took place at Leisure Industry Week.

Delegates enjoyed keynote presentations from peak performance coach Jamie Edwards from Trained Brain and Dr Cath Sanderson from Leeds Met University who shared her insights on understanding eating behaviour and patterns.

They could also choose from a range of practical and interactive workshops including an aerobics class on logical layering and learning

by Cherry Baker from Professional Fitness and Education and a workshop on Postural Analysis from Fit Pro, as well as visiting the LIW trade

show – including the REPs stand.

REPs registrar Jean Ann Marnoch said: “This year’s LIW show was the busiest ever for the REPs team.

“I don’t think I saw a time when the stand wasn’t buzzing with people asking questions and taking advantage of our new marketing/public awareness materials and the Personal Training Log book.

“However the highlight was definitely our national conference – feedback from delegates has been excellent.

“More than 91 per cent would attend a REPs conference again and over half rated the variety of workshops as good – particularly the practical ones.”

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Gyms urged to embrace new technology

By Christina Eccles INDEPENDENT operators who do not use the internet to market their clubs will end up losing out on new members, an expert has warned.

Enjoy Marketing’s Adrian Marks took part in a panel debate at this year’s IOU seminars at LIW – advising independent gym owners on how to maximise their sales and marketing techniques.

And he revealed that operators who are failing to embrace new technology – such as creating a website for their gym and using social networking websites to drum up new business – will miss out on vital membership revenue.

He explained: “The way that consumers are trying to find products and services is changing. Unless you are using the internet to generate 50 to 70 per cent of your members, you are going to get left behind.”

Adrian also offered his top tips for independent clubs who are struggling to market themselves in a competitive marketplace.

He added: “Put your price up by 10 per cent and see if it works. If it doesn’t, take it down. It is all about the bottom line so look at what costs can you take out of your business.

“Also, offer a money back guarantee – this will increase your sales by five to 10 per cent.

“Nobody guarantees results but if you are good at what you do then you can guarantee them.

“Then price becomes a little less important because people will pay if they feel they are getting value. You should be spending 50 per cent or more of your time marketing your club.”

Adrian also advised gym owners to become experts within their local communities and to include their knowledge and expertise within membership packages to add value for money for members.

What marketing methods have worked well at your gym? Let us know by emailing ce@whpl.net or contact the WorkOut editorial team on 01226 734463.

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EAST COAST SPOTLIGHT Gyms on the East Coast of England are thriving by finding different ways to beat the recession and attract new members. In a special spotlight, WorkOut profiles some of the area’s success stories.

Life’s suite at hotel gym THE recession has led to more people using a gym at a four-star hotel on the East Coast.

Stuart Russell, manager of the gym and spa at the Crown hotel in Scarborough says since the credit crunch kicked in gym members have kicked on.

There are 1,400 members made up of nearby residents and on top of that up to 60 hotel customers a day use the facilities at the hotel – the only four star hotel on the Yorkshire coast.

Stuart says an increase in the price of the euro and people not having as much money means they are holidaying in the UK rather than go abroad and existing members want value for money. He said: “With the recession we have lost people but not as bad as people said it would be.

There are two strands to it. We have a bigger footfall because people have started to use us more. They pay £40 a month and instead of coming twice a week it is three or four times.”

The £40 membership may seem higher than competitors at first but can be cheaper in the long run seeing off competition from the budget sec-

tor. Stuart said: “When we opened nine years ago there wasn’t a great deal of competition – a local authority gym and a couple of body building gyms. Since then there has been a budget gym and a couple more.

When the first budget gym opened we did think ‘what is going to happen?’.

“They were quite a lot cheaper and people did leave us and go there but they came back. They told us they had to pay for towels, classes and

then this and that. The local authority gym was cheaper but it was £4 for a class. By the time people has done that twice a week it was cheaper here.

Everything is included in our membership. It makes us a little bit different and we take it to that next level.”

Stuart admits retaining members is the gym’s hardest task so there are incentives in place like a free treatment after a set number of visits to the gym as well as social occasions.

Instructors Open-air gym offering take over free facilities to public Whitby gym THE instructors of an established gym in Whitby have taken it over following the retirement of the owner.

Since July, Ian Carr and Claire Fowler have been at the helm of Fitness Machine in the seaside town but have worked there for for over 10 years.

They don’t want to change the business model – which has been successful over the 15 years since it opened – but are making a few alterations to the gym to make it more appealing.

It has received a lick of paint, the lighting is being altered and over the coming months Ian and Claire will be installing new machines.

Claire said: “This is a natural progression for us. We know everybody that comes in, it is a small place and we know people as our friends. The gym is a big part of everybody’s lives.

“Our core members have been coming for years and years – it is almost like a coffee morning. There is only one other gym in Whitby which is a local authority one so we are looking to attract more people.”

Some of the new equipment is likely to be replacement spin bikes capitalising on popular spin classes which make up for the fact Fitness Machine can’t offer a wider variety of classes due to space constraints.

She added: “We can’t really compete with the local authority gym in terms of classes but can price wise. What we do do well is know people’s names and what is going on in their lives. It makes a difference, people like to think that you know what is going on.”

FURTHER down the coast an outdoor gym is offering facilities to the public for free ...

The adizone has recently been completed in Bridlington featuring an outdoor gym, basketball and football area, climbing wall, tennis wall and a freestyle area for aerobics, dance and martial arts.

Gym equipment includes a double station leg press, a chest and lat pull down, pull ups, a sit-up machine, a treadmill, and abdominal bench, dips, a guidepost, two bikes, and two cross trainers.

The open air gym is permanent and will be available 365 days a year in the hope more people especially families can be attracted into physical activity or sport. It is being funded half by Adidas and half through money paid to East Riding council from developers to fulfill obligations to provide

community facilities.

Nick Craggs, marketing director for Adidas UK and Ireland, said: “As a London 2012 sponsor, Adidas believes it is vitally important that free sporting facilities are made available and accessible if we are truly going to get the nation participating in sport.”

It is hoped there will be 40 adizones by next year.

Calling biomechanics coaches ...

ON November 19 at The Hilton Hotel, Leicester, a large group of qualified biomechanics coaches will be meeting for advanced personal training education, business development advice and technical sessions as part of the world’s first biomechanics coaching conference.

It’s free and only open to qualified biomechanics coaches, so if you are a Level four – six biomechanics coach, contact Libby on libby@intelligenttrainingsystems.com for your booking urgently.

Intelligent Training Systems has

qualified over 70 biomechanics coaches as well as running CPD courses in biomechanics coaching for several hundred people.

ITS has initiated this conference and the idea of an association, so that this new breed of elite personal trainers, strength and conditioning coaches, therapists and Pilates teachers can receive full business and technical support after qualification.

If you want to learn more, check out our web site: www.intelligenttrainingsystems.com

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What to consider with gym design HAVE you ever thought about the power of having a specially created space that makes fitness and leisure a pleasure?

Psychologically, it is very important. Any public space needs to be inviting, interesting, exciting, safe, and fit for purpose.

With the ever increasing choices available to your clients, it is natural their demands and aspirations will need to be fulfilled by any successful business.

Just as many people buy cars and houses to suit their personality and tastes this area lends itself to much debate.

Things that should be considered are the: Colour of the walls; The layout of the equipment in the workout area; The reception area shape; Lounge and refreshments area; The ability to be flexible should you want to change things about; How inviting are your changing rooms?

Other services or products you could offer to further

enhance the experience of your clients; Readily available fitness and dietary advice.

All the above comes into play when you are thinking about building and designing a gym and toying with gym design. This area of expertise is vastly underestimated by architects, how many have either researched or have the knowledge to advise you as their client what is required in this ever changing market?

Not all but most tend to not really think about the element of care that goes with the gym build for the people that are going to use it.

Also if you want to make a change, you may find it a lot more difficult than you thought.

Sometimes this is not the case for a traditionally designed gym or health club building as even though the architect has free reign, let's face it he or she is not going to work there, so we are back to the internal fight of architect vision versus usability.

If you are going to have a

new leisure structure built or refurbished then you need to think about the above mentioned points and maybe consider a design and build approach that allows you to express your personality with functionality.

When this is thought about and prepared correctly then this will enhance every element of the gym design and you will have the leisure facility you have always dreamed about.

There are options out there, you just have to go and research them and the internet is a good place to start.

In conclusion make sure you make the correct choices when you are in the market for either building or designing a gym as the last thing you need is a costly bill and the finished project which was not what you designed to build.

Total Leisure Solutions is a specialist design and build contractor. Visit them at www.totalleisureltd.co.uk

Massive facelift for football club gym THE gym at Notts County Football Club has benefited from a complete refurbishment, including a range of new equipment from Keiser.

The gym – housed at the Meadow Lane stadium in the city centre – has undergone a massive facelift, which has involved raising the ceilings, new lighting and redecorating.

New equipment installed includes two Keiser M3 Indoor Bikes, two M5 Ellipticals and a full Power Rack from the Keiser Air range.

Head physiotherapist at

the club Paul Godfrey said: “As winners of League Two last season, the club was keen to build on its success.

With new management in place, who were supportive of the investment, it seemed like a great opportunity to update our facilities. Previously the gym was not fit for purpose, the limited equipment was old and some of it was broken.

“There has been a big uptake in use of the gym since the refurbishment and the fact that most of the players are using the equipment regularly is a very positive sign.”

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New product creates a buzz EXF Fitness Perform Better USA unveiled its X.Cube at Leisure Industry Week.

Charles Burch, MD, said: “Since EXF was founded over 15 years ago we have attended LIW most years during that period, and in all that time I don’t remember a new product generating such immediate attention and general buzz of positive feedback.”

The unit is a compact, space-saving piece of training apparatus that combines over 40 exercise elements for total body conditioning as well as general strength and fitness work.

It harnesses all the elements of ‘heavy training’ such as benching and squat rack for all Olympic lifting movements

together with variations including: dipping, pull-up and monkey bars, step ups, battling rope attachments, weight hoisting, rows, band work, suspension training and much else.

The X.Cube is built by EXF at the company's Suffolk base and each one can be bespoke manufactured to meet the specific requirements of customers.

Charles added: “The beauty of X.Cube is that it provides so many training solutions to so many people whether they are students, general gym goers or full-time sportsmen and women.

“And because it is so functional and efficient it is also an ideal tool for trainers, conditioning coaches and gym managers.”

Sharing ideas can make the independent sector stronger SALES and marketing techniques, secondary spend success and retention were among the topics discussed at a dedicated forum for independent operators at this year’s Leisure Industry Week.

Independent Operators Unite brought together about 350 club owners for a day of expert advice, the chance to share their own experiences and networking opportunities.

The day was organised by CFM’s Dave Wright who said events like this provide a great opportunity for the industry to get involved and help each other out.

He said: “The numbers had definitely increased from last year, with a lot more fresh faces who had missed last year.

“There were still some independents that couldn’t make it at the last minute due to staffing issues – over staffing and duty managers are one luxury that independent operators don’t have. If someone calls in sick, they have to step up and run the show.”

Dave also revealed why he thinks it is so important for independent operators to get together and share their thoughts and ideas.

He added: “The old saying of why

reinvent the wheel is so relevant with the independent operator. Apart from travelling suppliers and Workout, this is their opportunity to find out and learn from others who have been there and trod the same path.

“If you have picked up an idea that could save a club £40,000 per year, then why not share it with another club in a different market? About seven years ago, in my monthly column for Workout, I wrote about the benefits of the Flat Rate VAT system for clubs that could save them up to £14,000 per year from their taxes. I was overwhelmed by the amount of club owners that had no idea about it and subsequently put it into practice.

It’s these type of ideas that we can share with everyone to make the industry a stronger place to work.”

The seminar programme was also followed by an evening event, which gave club owners and suppliers the chance to network and get to know each other.

Dave added: “The party proved to be a phenomenal success with over 850 club owners and suppliers there.

It was well supported by the suppliers such as Life Fitness, Star trac, Physique, Precor, Big Wave Media,

Leisure-net and Milon who all purchased 20+ tickets for their staff and key clients. It meant that it was not just for independent operators, but actually proved to be a true industry bash. Thanks to the boys at LIW for the assiduous organisation and the industry support from the FIA and Workout.”

Dave is already thinking ahead to next year’s event and how to build on the success of the last two years.

“We are encouraging every single club owner to join the free social net-

working site www.linkedin.com which will then become the true voice, feedback and sounding board on what we can do to improve for next year. I want to keep it fresh, but maybe get some high profile speakers that will add something extra to the information.

“Last year we filled the Jam House to capacity, this year Mechu was bursting at its seams, so the location of next year is going to be a tough one to find that can fully hold the whole industry.”

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BUDGET GYMS SPECIAL REPORT

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Budget club ‘trade ups’ could boost independents

By Christina Eccles THE rise of budget clubs could provide opportunities for the industry rather than challenges, it has been claimed.

A seminar in Leeds examined the effect which low cost clubs could have on rival gyms and feedback from a panel of experts revealed that instead of viewing them as a threat, gym owners could actually benefit from these clubs coming into the market.

According to the panelists, cheap membership prices and perks such as 24-hour opening are encouraging people who don’t usually use gyms to try them out – creating an opportunity for the middle market, if a member of a budget club decided to ‘trade up’ to somewhere with more options such as a pool or classes.

The Energie Group have 90 operating clubs worldwide as well as a ladies’ fitness model and low cost arm – Fit4Less by Energie.

And brand and marketing director David Beattie told delegates that the emergence of budget clubs is attracting a new audience to health and fitness.

He said: “Budget clubs are opening the market up. A lot of evidence suggests people are using these clubs for the first time.”

But Ray Algar – who has written a report on the emergence of the low cost gym sector – warned gym owners that they will have to put in the effort to tempt people away from low cost clubs which may be offering a higher level of service and facilities than members would expect for the price they pay.

He added: “Consumers are excited about the changes going on in the health club industry. By accessing the low cost proposition, you don’t have to trade on quality.

“There was an assumption that consumers would try low cost for a few months and then go back to their old club. But at the moment, we are not experiencing that. We are not sure they will go back.

“The middle market need to work hard to attract and gain the trust of people who may trade up.”

The series of seminars also took place in London and Birmingham and was organised by the FIA, with support from Precor.

Above, left, David Beattie, above, centre, Ray Algar and above right, Mike Hills

Presentations on the day The day’s agenda included presentations from: Oxygen Consulting’s Ray Algar – who set the scene on the budget clubs trend.

The Retention People’s Mike Hills – who revealed how gyms can work on their retention strategy to compete with budget clubs.

An interactive panel debate – with Ray, Mike, Creative Fitness Marketing’s Chevy Kelly and David Beattie from Energie.

Charging members an annual payment on top of their regular monthly fee may seem like a risky tactic. But the idea is paying off for the owner of a budget club in Stevenage. WorkOut found out more.

Low-cost decision pays off for Declan DECLAN Ryan admits that making the move into the budget market was a big risk – but the club had to take the chance in order to survive.

Three years later, business is booming and membership at Active4Less has increased from 600 to 3,500, with at least 50 per cent of new members coming from referrals.

Since converting to the budget model, membership prices have dropped from £32 per month to £12.95. But a big increase in the number of members ensures the bills keep getting paid, According to Declan, the gym

does not conform to the typical idea of a low cost model. For starters it is on two floors – something typically avoided by budget operators in order to keep costs down.

A wide range of facilities are also on offer including squash courts, a creche, sauna and kickboxing club.

The gym also has an unusual way of making sure facilities are kept to a high standard. Once a year, members pay a club enhancement fee of £17 on top of their monthly membership fee. With about 3500 members, this year’s fee will bring in about £60,000 of extra revenue –

with the club using the cash to buy new equipment and upgrade facilities.

Declan explained: “About three years ago we moved into the budget club model. We took a gamble and converted both of our clubs in Stevenage and Dunstable.

“We had 600-700 people in each club but the clubs had a lot of competition – so we had no choice.

“We didn’t know where it would lead us but we ended up consolidating to just the one club in Stevenage.”

Declan also revealed to other independent operators at a dedi-

cated seminar at this year’s LIW that converting to the low cost model is something which other gyms could do to help them stand out from the competition.

He added: “This is an opportunity for independent clubs to do something different. We are now surviving because we changed our club.

“Our biggest mistake was failing to evolve. We got caught by our competitors. When we first went into the market, we were in a position to get in there first.

“As an independent we have not got those overheads so we can save costs.”

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BUDGET GYMS SPECIAL REPORT

New budget club forces prices down A PLYMOUTH-based gym owner has told how he has been forced to drop his prices to compete with the opening of a new budget club nearby.

Jamie Phillips owns two health clubs in Plymouth under the McCauleys brand – one of which is situated in the town centre.

The price points for the club used to be £28.99 per month for pay as you go, £23.99 a month for 12 months membership and £19.99 for a 36 month membership package.

But a budget club charging just £9.99 per month is opening up nearby in January and started its own membership drive last spring – forcing Jamie to rethink his prices and marketing techniques to make sure the club survives into next year.

As the new gym has already started its marketing campaign to attract members in time for the opening, Jamie has decided to get in there first to make the most of the fact his gym is already open – and has reduced his

prices to the budget club’s level.

And the gamble is paying off – with the equivalent of 10 new members per day signing up in September.

He explained: “We are using contracts as protection because some members will want to go to and see the new club.

“We have also targeted students in the area and lowered our prices to match what they are offering [at the new gym]. Because we already have the facility, we can sell it to people.”

Jamie also said that they have tried linking membership packages between his two clubs but the two sites are very different.

Instead as an incentive and to maximise value for money for members, they can use the other club – which has more facilities – at off peak times.

How is the boom in budget clubs affecting your business? Let WorkOut know by contacting our editorial team on 01226 734463 or emailing ce@whpl.net

Acquisition by énergie THE low-cost gym group Nuyuu founded by former LA Fitness executive Ben Silcox has been bought by the énergie Group.

The acquisition, which includes four Nuyuu clubs at East Grinstead, Stevenage, Newbury and Slough, will see énergie increase its portfolio to over ninety units with rebranding planned over the next three months.

As part of the deal Silcox will join the new business as a partner and will retain responsibility for both day to day operations and growth of the business under the énergie brand.

The deal has been put together by énergie CEO Jan Spaticchia and

James Caan, who said: “I have a great deal of admiration for Jan and the job that he has done in building a talented team and market leading business from the ground up.

“His entrepreneurial approach and no nonsense attitude leads me to believe you will be seeing lots more from him in the future.”

Jan Spaticchia added: “It has been great to work with James on a deal of this type and I have a feeling our paths may cross again in the future.

My team and I are looking forward to working with Ben to bring the NuYuu business into the énergie family and gear up for the next stage of growth.”

Low-cost chain moves into Nottingham BUDGET chain Fitness4Less is to open a new club in Nottingham as part of the company’s ambitious growth plans.

The new gym is expected to be up and running by next January and will be situated in The Pod – a major development on the doorstep of many of the city’s retail and leisure

businesses.

Marketing director Emma Edwards said: “We are very excited to have secured an excellent location in the centre of Nottingham. Our low cost fitness model has proved very popular and our expansion plans will see us developing many more clubs over the next two years.”

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UK FITNESS SCENE

Dr John Searle

‘Keeping active cuts womb cancer risk’ WOMEN who exercise and keep active are almost 30 per cent less likely to develop womb cancer than couch potatoes, according to a new study published in the British Journal of Cancer.

Scientists from the United States have found a strong link between the amount of exercise and physical activity women do and a lower risk of developing womb cancer.

And in a separate study of 70,000 women, they also found that sitting down for longer periods of time was associated with increased risk of the disease.

Dr Steven Moore, lead author of the study from the National Cancer Institute in Bethesda, Maryland, said: “Physical activity is known to reduce risk for breast and colon cancer, and now our study has found that physical activity can reduce risk for womb cancer as well. We already knew that maintaining a healthy body weight is an important way to reduce the risk of womb cancer, but our study showed that physical activity has a protective effect of its own.”

The FIA’s chief medical officer Dr John Searle added: “The findings provide yet another reason to engage ourselves in physical activity.

“With over 30, 000 fitness professionals trained, available and within two miles of 90 per cent of the population, engaging more women in more physical activity and educating them around the health benefits of participation is essential for lowering the risk of diseases such as this and the other disease areas that physical activity can help protect against.”

Matrix Fitness Systems has signed an agreement to continue exclusively supplying equipment to The Gym Group for the next two years. The company has already supplied kit to all the existing Gym Group sites including its largest club in Birmingham.

Nick leaving Nuffield Health NUFFIELD Health’s managing director of commercial fitness and wellbeing is to leave the organisation at the beginning of next year.

period.

Nick Burrows, pictured, is leaving to establish a new company, which will be providing brand creation and launch services.

"Nick has laid strong commercial foundations for the division and leaves us with a business that is in strong growth on many fronts – most particularly in new joiners, direct membership and personal training.”

Chief executive David Mobbs said: "Since joining Nuffield Health in 2008, Nick has led the commercial fitness and wellbeing division with considerable energy and drive through a very challenging

Nick will be succeeded by Laura Kerby, who will extend her current remit as managing director clinical products and services to incorporate the commercial fitness and wellbeing centres.

Team breathes new life into sports village LIFE Fitness has teamed up with Link4Life and Rochdale City Council to rejuvenate Heywood Sports Village.

The centre will feature a fitness suite with over 90 stations, a 25 metre swimming pool, a dance and aerobics studio, a four court sports hall, three grass playing pitches and an artificial turf pitch.

The £10.3m complex has been created after extensive consultation with Heywood residents to ensure it caters for the diverse needs of the users and will demonstrate community fitness at its best.

Andy Gill, Life Fitness territory development manager, said: “We were delighted to be involved in the Heywood Sports Village

fitness facility project from conception through to completion.

“It has become a true community development and I am very excited about the finished facility.

“The design coupled with the best state of the art equipment means that Heywood has one of the best fitness suites in the UK.”

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SUPPLEMENTATION AND NUTRITION In the second part of our interview with three times Iron Man World Champion Chrissie Wellington, she shares her top diet and training tips with WorkOut.

Chips, kebab, pizza or burgers ... but only after the race How do you alter your diet and nutrition intake in the run up to a race?

I am renowned for having one of the biggest appetites amongst the female pros, including hoovering up everyone else’s leftovers.

A good daily diet is not rocket science. A healthy, balanced diet with fresh fruits and vegetables, whole grains, good fats (with some saturated ones thrown in too) and I also eat some type of meat once a day, with red meat once a week.

For snacks I have a lot of fruit, nuts and seeds, Muscle Milk recovery drink and chocolate.

In the two days before an Ironman I stick to plain, simple food to maximise energy reserves and limit any possibility of GI distress during the race.

I have a bowl of porridge with tahini and honey for breakfast.

Lunch is a couple of sandwiches or bagels (white bread), cheese or sliced chicken and olive oil.

Dinner is tuna pasta with tomato based sauce. I keep hydrated with Cytosport energy drink throughout the day.

Immediately after the race I crave chips, a kebab, pizza or burgers, and tend to indulge in more than one.

A triathlon must be pretty hard and gruelling on the body even for someone as fit as yourself. How do you keep motivated and do you have any tips you can pass on to WorkOut readers?

I am always 100 per cent focused on my goals to try and win each race, win with a smile in the fastest time possible. I want to be the best athlete I can be but I am motivated by so much more.

Of course I am a fierce competitor, and I love to work hard, smash myself and fight for every victory – but each victory also opens up more opportunity. Winning allows me to speak about things I am passionate about, to inspire and encourage others, to lead by example, to be a role model for change, to raise the bar and to raise awareness about important issues.

As for advice I don’t profess to have all the answers but in the three and a half years I have been a professional triathlete I have learned a few techniques to help me cope with the expected, and

unexpected, hurdles.

30km into the marathon is a tad late to be developing these strategies, it needs to be done in training. The second thing is the importance of the mind/body connection.

The following are some of the ‘train your brain’ strategies I use to help motivate me: Have a mantra and or a special song to repeat over and over again.

Keep a bank of positive mental images – this can be of family and friends, previous races, beautiful scenery, of big plates of greasy chips. Anything that will make you smile, lift your spirits and energy levels.

Practice visualisation beforehand – going through each stage of the race one step at a time.

Break the race up into smaller, more manageable segments. You

might even think only about getting to the next aid station or lamppost or toilet and from there set another landmark goal.

Training is about learning to hurt, pushing your physical limits and overcoming them.

Some people thrive on the support from family and friends, others perceive it as added pressure.

Work out what feels right for you.

Last but not least consider racing for a cause that is bigger than yourself. For me, it is to establish a platform to spread important messages and be a patron for charitable causes forcing me to put the race in perspective and rise to greater heights.

Chrissie is patron of various charities including Jon Blais’ Blazeman Foundation for ALS, Jane Tomlinson’s appeal and GOTRIbal, an organisation empowering girls and women through sport.

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SUPPLEMENTATION AND NUTRITION

Success proves to be on a plate for fitness champion Daniella

By Christina Eccles FITNESS champion Daniella Pellegrini has revealed how a new focus on her diet led to victory in a top competition.

Daniella has recently been crowned fitness champion at the 2010 Fitness Britain Championships after wowing the judges with her unusual routine, which showed off her strong gymnastics background.

She entered her first competition in May, securing her first title at FAME UK. But after taking a week off after FAME, Daniella hit the gym again as she only had three months to prepare for Fitness Britain.

And making small changes to her diet, training and routine ensured her winning streak continued.

She explained: ‘‘A lot of people tried to discourage me from entering two competitions in a row.

They thought I was crazy. They told me that it’s too much and the body starts to really struggle. ‘’This time around, I was much more about balanced eating. I included honey, yogurt, fruit, nuts and milk back into my diet. As a gymnast, my diet was weighted more towards carbs and starch for energy whilst most body builders tend to have a huge quantity of protein in their diets.

“In the fitness category, although there is an emphasis on physique, it’s also important for the competitors in my category to have enough energy to perform their routine and wow the crowd.

“If you are lacking energy, you massively increase your risk of injury especially considering the high number of gymnastics elements that get incorporated in the routines.”

Although Daniella tried this typical bodybuilding style of eating for FAME, she felt sluggish, tired and really cold. The first adjustment she made was for her diet to con-

sist of 55 per cent carbs and starch, 30 per cent protein and 15 per cent good fats. From six weeks out to the competition, Daniella started carb cycling where she only slightly adjusted her carb to protein ratio and ate 45 per cent carbs and starch, 40 per cent protein and 15 per cent good fat for two days and then adjusted her intake back up to the original percentages – the

result was a much leaner, toned body with lots of energy and mental focus.

She also worked with body building coaches Irina Cotton, Helle Strebl and Audrey Kaipio and added that the win has inspired her to keep going and achieve her dreams of becoming a pro fitness athlete and ultimately a world champion.

Energy and protein drinks: know the difference GYM goers have been urged to make sure they know the difference between energy drinks and sports supplements – such as protein drinks – which can prove a valuable addition to their workouts.

Sports nutrition specialist, Kerry Kayes of CNP Professional, has warned that people undertaking regular workouts need to protect their

muscles by boosting their protein intake – and protein drinks are the perfect way to do this.

He explained: “Rather than concentrating on energy drinks gym-goers should be thinking about protein drinks for muscle power so they can enjoy their workout without injury.

“Too often people set off to the gym without thinking about the pounding

they will be giving their muscles. It’s easy to do lasting damage to ill-prepared muscles with a couple of heavy workouts at the gym. The regular use of protein supplements will protect and strengthen muscle tissue. The ultimate outcome will be improved performance, better recovery times and an increased enjoyment in your chosen form of exercise.”

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SUPPLEMENTATION AND NUTRITION

Jessica helps launch new fitness drink WORLD champion heptathlete Jessica Ennis has helped to launch a new fitness drink which will form part of Team GB’s hydration regime in the lead up to London 2012.

Powerade Zero is the first zero sugar, calorie free fitness drink, which has been designed by sport scientists for sessions lasting less than 60 minutes, to provide the ultimate rehydration solution by helping to restore the optimum fluid balance and prevent dehydration, without adding back the calories.

Powerade ambassador Jessica said: “Powerade Zero has been a fantastic addition to my training regime.

“Competing in the heptathlon means I train a lot across a number of different disciplines and Powerade Zero is perfect for keeping me hydrated both during and after the sessions, plus it tastes great and is calorie free.”

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SUPPLEMENTATION AND NUTRITION Everyone knows that caffeine and caffeinated drinks such as tea and coffee can give you a pick-me-up. But as Andrew Hamilton explains, recent research suggests that taken before workouts, caffeine can help you train harder for longer, and may even help you burn more fat in the process ...

Why caffeine could become exerciser’s best friend ...

What is caffeine?

Caffeine is a naturally occurring compound that has been used by humans since Palaeolithic times. Caffeine occurs naturally in over 60 plants and belongs to a family of chemical compounds called xanthine alkaloids. In nature, these compounds act as natural pesticides, helping to kill insects trying to feed on the plant containing them. However, when we ingest extracts of plants such as tea, coffee, cocoa, guarana and kola, the effects are very different.

Why use caffeine?

Caffeine is a central nervous system (CNS) stimulant, which explains the mental ‘lift’ you get when you drink caffeinated beverages. Because it enhances CNS function, caffeine consumption also leads to improved motor coordination and a reduced perception of exertion. This is important because many scientists now believe that the sensation of muscular fatigue during exercise arises mainly as a result of CNS fatigue rather than by muscles simply ‘running out of fuel’ or an accumulation of fatiguing by-products in exercising muscles.

Whatever the reason(s), the evidence for caffeine is indisputable; studies show that taking caffeine before exercise lasting 30 minutes or more extends endurance very significantly and there’s persuasive evidence that it also increases the proportion of energy your body derives from fat during exercise. Moreover, some studies have shown that caffeine can also enhance performance during briefer bouts of very highintensity exercise such as strength training.

Who can benefit from caffeine use?

Caffeine can help in a wide range of situations; eg someone undertaking an unusually long event such as a runner attempting his or her first half or even full marathon or cyclists attempting a long sportive ride. It can

also benefit those in shorter events looking for a fast time or where the sport involves technical skills. Some people also find the mental lift caffeine helps them to train more intensely in the gym and evidence suggests those seeking weight loss could also benefit.

How should you use caffeine?

Contrary to what you might think, using tea, coffee and other caffeine containing drinks to obtain caffeine is not the best way to use it. This is because the actual caffeine content can vary wildly so there’s no way of being sure how much caffeine you’re actually ingesting. To be sure of getting maximum benefits, the best way is to take it is in a product with a known caffeine content (eg as a sports nutrition product).

How much caffeine should you use?

The current consensus can be summarised as follows: For high-intensity exercise less than 30 minutes, take six milligrams per kilo of your body weight (6mgs/kg) 30 minutes before exercise; For exercise of 30-60 minutes duration, take 3-6mgs/kg; For exercise lasting one hour and more, 3mgs/kg or less.

Because people don’t always respond uniformly to caffeine, these figures should be considered as a starting point for further experimentation. Your goal should be to try and find the smallest dose of caffeine that works for you in order to minimise any potentially unwanted side effects.

What else should I know about caffeine?

Caffeine is both legal to use in sport and safe. Despite the fact that a number of questions have been raised about the safety of caffeine, subsequent research has shown that moderate caffeine consumption poses no risk to health to most people.

However, people differ in their sen-

Andrew Hamilton sitivity to caffeine. If you normally abstain from caffeine and you want to experiment with its use, you should exercise caution and begin with the lowest suggested doses. It’s also worth adding that heavy caffeine use has been associated with heart arrhythmias (palpitations or irregular beats); those with a history of this condition should consult their GP before experimenting with caffeine use.

Andrew Hamilton BSc Hons, MRSC, ACSM is a member of the Royal Society of Chemistry, the American College of Sports Medicine and a consultant to the fitness industry, specialising in sport and performance nutrition: www.andrewmarkhamilton.co.uk

Pick cherry juice after rigorous exercise GYMGOERS have been encouraged to drink cherry juice to reduce muscle pain following rigorous exercise.

The Montmorency cherry, grown in the U.S. has the highest antioxidant level of any fruit with 17 different antioxidant compounds

present. One glass of the super fruit juice carries the equivalent health benefits of around 20 portions of fruit and vegetables.

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PRODUCT NEWS

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‘I was very lucky to learn Company takes from Cain Leathem, the worry out of he's an absolute guru’ maintaining your equipment GB Fitness is the training provider that does not churn out ‘nonthinkers’ but instead award-winning personal trainers and nutrition advisors who assess each and every individual they work with.

The course director Cain Leathem, Personal Trainer of the Year finalist, has himself advised hundreds of elite athletes and household names and he teaches you why so many trainers never achieve results.

Diane Youdale, aka Gladiator 'Jet', said: “I was very lucky to learn from Cain Leathem, he's an absolute guru.

“I did his courses with GB Fitness and was just blown away. I take my hat off to anyone, like Cain, who is prepared to challenge the status quo in terms of instructor training.”

Silvana Imbrogno, NABBA Ms England and WFF Ms Universe, added: “Cain knows his stuff.

“Pre-contest prep including diet, posing, bikini, tanning – basically everything comes as second nature to him. I started by attending Cain’s qualification courses then working with him one to one, and following Cain's exact instruction and guidance led me to winning my first Ms Figure competition and many more after that.”

Cain Leathem

SERVICESPORT has a proud reputation of being a established and professional company who can take over all the customer’s fitness equipment servicing needs, once the equipment is out of warranty.

The company’s ethos is to provide a competitive, quality service to rival the manufacturer.

“Because of the wide range of service agreements we have in place, we have experience with all makes and ages of equipment,” said sales director Rick Fowler.

“There is no reason for Cardio Vascular Equipment not to last up to ten years and beyond, as long as it has the right service level in place.

“The first thing we would ask for from a potential service agreement customer is an inventory of the makes and models of their equipment.

“We would then present a cost proposal for two, three or four services per year and help the customer decide on the level of service needed, depending on age and usage of the kit.

Sales director Rick Fowler “After the first service we will then produce a defect report per machine, helping the customer prioritise the parts needed by grading them A,B or C depending on importance.

“Finally, we provide the cost of the parts and when the customer orders the parts they require, we return to site to fit them.”

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PRODUCT NEWS

Members react favourably to new fitness equipment SPORTSART has provided the cardio and strength training equipment for a new £6m sports centre development at Stockton Riverside College.

The company provided 20 training stations including new eco powered treadmills, X-trainers, bikes and a range of resistance equipment.

Ged Coull, associate principal said: “The SRC sports centre was an extremely exciting development that enabled us to offer a huge range of sports opportunities to both the students at the college and the wider community.

“SportsArt were very supportive in the build up and successfully completed the project to our satisfaction.

“This success has also been borne

out by the fact that our students and members have reacted very favourably to SportsArt fitness equipment and largely through their recommendations, our membership level is growing daily.”

Introducing new music mixer PULSE Sound and Vision is introducing the new HRX-32 Mini Mixer from Fitness Audio – a purpose-made voice over music mixer for use in studio systems on a budget.

Connect one or two wireless mic receivers and a CD player into the sockets on the back, rack mount it if required.

It features an auto selecting MP3 player input socket in the front panel and an ijax hook up cable is supplied.

The mixer has separate voice and

music volume and tone sweep controls.

The set and forget master volume control is hidden away on the rear panel and it has matching styling to the Fitness Audio wireless receivers and two output jacks on the back to allow connection to a power amp or powered speakers.

Also available is the RMP2 Music Player that bridges the gap for playing both CDs and MP3 music files in commercial playback systems.

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Bike accident leads to new venture for Michael IN September 2003 Michael Coupe had a serious bike accident that ended his career and he was told he would never walk, train or work again.

While recovering from this accident and 16 operations, he decided to start distributing fitness supplements to the many people he knew who exercised and trained regularly.

This was the birth of Muscle Mass Supplements in May 2005.

Michael started out in the business by selling to friends, then bought a van and more and more orders started to come in.

Now the company holds over 100 trade accounts that include: gyms, fitness centres, shops and rugby and football clubs.

Whilst looking for new premises for MMS, he came across a building that was perfect for a gym which led to the launch of the Fitness Factory, Burnley and the most recent addition – Fitness4U in Rishton.

Michael now has a wholesale out-

Michael Coupe let in Rishton that is open to consumer and trade visitors, distributing over 50 brands with recent new additions including Boditronics and Totally Nutrition.

For more information or to book an appointment with an MMS supplementation and nutrition specialist, please call: 01254 887000 or visit: www.mmsshop.co.uk.

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How to let the software do the work for you EZ-RUNNER is an independent software provider who genuinely cares about your business.

With our dedicated team, your business is in safe hands with Ez-Runner.

With any campaign, it is vital the aim of what we are trying to achieve is outlined and monitored. How else can we monitor its success?

We have seen through our involvement in various sectors how much effort our clients spend on managing numerous ways of increasing retention, up selling and marketing to their

members.

But why spend hours running reports, and sending out multiple texts or emails on a daily basis?

Technology is supposed to make our lives easier, so why not tell the software what you are trying to achieve and let it do the work for you. Campaign manager lets you custom implement your own criteria, add what you consider to make it a success and you simply monitor the results.

For more information contact 0844 847 5827 or email sales@ez-runner.com

A challenging but fun workout EVERYONE Active at Fareham Leisure Centre were looking for innovative ideas for their new and creative gym refurbishment.

Ian Cooke, contracts manager, said: “We were aiming at people who wanted more than the traditional exercise equipment. We decided to bring the outdoors indoors and create zones within the gym where members could combine their fitness regime with the activity experience.”

The gym had a spare wall in the stretch area which needed to be utilised and the team at Freedom Climber provided the perfect solution by creating a themed ‘Climb Zone’ with funky graphics.

Ian added: “It fits perfectly on the wall and takes up minimal floor

space. The system is simple and safe for members to use unsupervised and provides a challenging but fun workout. It has also become one of our unique selling points which has resulted in significant new membership sales.”

For information e-mail: info@freedomclimber.co.uk or call: 01483 559785.

Jordan joins forces with the Fitkitpro® JORDAN Fitness are proud to announce that they are now the exclusive global distributor for the FitKitpro within the fitness industry.

Jordan have forged this relationship due to their presence and reputation within the industry for commercial quality functional fitness equipment.

This system is used extensively by fitness professionals within the fields of football, rugby and elite athletes at the highest professional levels.

Head of Sports Science at Manchester United FC Tony Strudwick said: “It’s not just about the product, it’s about the people behind the product and the people at Fitkitpro are the best in their field.”

The FITKIT Pro Suspended Bodyweight Training System is a sim-

ple piece of equipment that delivers a broad range of exercises suitable for everybody. This training method links together components such as balance, flexibility and whole body stability in a time, space and cost effective way.

For more information please contact sales@jordanfitness.co.uk

Escape Fitness unveils new one-stop website EVERYTHING you need to boost your business, better your training or just get fit can now be found in one place at one time at the click of a button.

The second coming of fitness is here in the form of the new Escape Fitness website.

Straight from the innovators of the fitness industry, totally high tech and very easy to use, the new Escape website will be your one-stop total fitness solution.

You will find over 700 of the most

up-to-date products on the market today, product information, training ideas, interviews with the experts and a chance to chat with industry favourites.

We also have a new blog, which means we get to share all of our articles, tips and interviews with you.

To make sure you are first to enjoy the new Escape online experience visit www.escapefitness.com and claim your ten per cent discount off your first purchase.

FIA membership offer WITH the launch of the FIA Individual Membership which has been developed specifically to keep fitness professionals informed and educated about the latest developments in our great industry we ask …

How much do we engage as an industry?

Let Fit Biz Builders know and each complete entry will be in with a chance of winning a NASM personal training course and there are also three runners up prizes who will receive a business and marketing resource pack from the Fit Biz Builders worth over £1,000 each.

Because we value your time we want to give you something in return, so in addition each entry will receive

a free Fitness Business Builder Guide plus three months’ free FIA Individual Membership and over £500 worth of sales and marketing resources.

Go to www.FitBizBuilders.com/workout to enter and to keep up with all the industry news and opportunities courtesy of the FIA, Workout and the Fit Biz Builders

How to motivate with mirrors MIRRORS for Training specialise in the manufacture and installation of commercial mirrors to the leisure industry.

Not only do we offer a professional service we give personal expert advice tailored to your individual requirements and working within your budget we can offer a cost effective solution, utilising safety backed glass with any size available.

We can also offer bevelled, tinted and two way mirrors and portable mirrors, which are a fantastic motivational training aid, very easy to move and store, and turn any room into a dance studio. Our portable mirrors are manufactured to the highest standards, they are built to last in powder

coated steel in black or white finish.

Being scratch resistant drastically lengthens their lifetime in service and prevents any unwanted damage.

The safety features of the mirrors such as the lockable wheels and the safety backed features also enable the mirrors to be safe and suitable for all ages.

For more information call: 01902 791207 or visit: www.mirrorsfortraining.co.uk

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CLASSIFIED EQUIPMENT

To advertise in this classified section call 01226 734615

55

Classis

25/10/10

09:17

Page 2

CLASSIFIED

56 EQUIPMENT

TRAINING

UPHOLSTERY

UPHOLSTERY

FOR SALE MARKETING

TRAINING

INSURANCE

MANAGEMENT

Classis

22/10/10

11:55

Page 3

CLASSIFIED NUTRITION

HYGIENE

SERVICING

LOCKERS

LOCKERS

MARKETING

MARKETING

ID CARD SUPPLIES

To advertise in this classified section call 01226 734615

57

Classis

25/10/10

09:18

Page 4

CLASSIFIED

58 SOFTWARE

SOFTWARE

FINANCE

SUNBEDS

FLOORING

WANTED

SOUND & VISION

To advertise in this classified section call 01226 734615

59 all sports

21/10/10

11:49

Page 1

60 bodytronics

21/10/10

11:49

Page 1