FREE PADS WITH EVERY REFRESH ORDER THIS SEPTEMBER ONLY
Flooring solutions to suit any sporting and fitness space, including:
Impact-resistant rubber tiles for weight lifting areas.
Sheet rubber and elastic underlays for functional training spaces.
Customised sled tracks. Synthetic turfs for multi-functional spaces.
Timber flooring for dance and yoga studios.
Seamless polyurethane and vinyl floor finishes.
FITNESS expert and Love Island star
Adam Collard has launched his second fitness centre in the north-east in collaboration with celebrity-favourite UK strength brand, PRIMAL.
The first Sculpt Fitness site opened in Newcastle-upon-Tyne in 2018 to rave reviews.
The second site, Sculpt Ashington, opened recently at Hedley Trade Park in North Seaton, Ashington.
It is bigger, better and designed to be a blueprint for future franchise plans, offering personal and group training sessions, infrared saunas, and state-ofthe-art premium PRIMAL equipment.
Adam said: “This is a fitness hub that will provide strength training, body building, functional fitness, and classbased training with state-of-the-art equipment. I want it to provide the best hour of everyone’s day.
“The team at PRIMAL has been amazing. They’ve been there every step of the way, from helping us to find the best location, advising on the sizing and positioning of every aspect of the gym and even helping us to design our membership software and entry systems.
“They truly left no stone unturned when it came to their holistic approach of designing the space.”
The new site has been completely designed and fitted out by PRIMAL, whose other clients include Gary Barlow, Tom Stoltman (World’s Strongest Man champion), as well as professional football clubs such as Burnley FC and Chelsea Women’s.
PRIMAL has been key in every aspect of Sculpt Ashington’s design, from concept to creation. Strength training equipment and cardio machines, light fittings to
UNIFORM is more than just clothing. Done well, it levels and unites a community under a core set of values and gives those who wear it a true sense of purpose and belonging.
It is, therefore, vitally important that employers invest in high quality, technical workwear designed to perform well for specific job roles and in environments.
For example, technical moisture wicking fabrics such as polyester will help individuals stay cool and dry in humid conditions such as pool halls and plant rooms, whilst hollow fibre fabrics are light weight and trap warmth, perfect as base layers for those in air-conditioned gyms and sports halls.
Taylor Made Designs has been working with its team of international suppliers to source design and manufacturing leisure workwear for 30 years.
As specialists in the provision of custom branded uniforms for a wide range of job roles within the leisure sector, the team at Taylor Made Designs is constantly reviewing and refreshing product lines, ensuing garments reflect the latest in fabric innovations and styling trends.
James Taylor, global sales director, said: “When a person puts on a uniform, they instantly represent a
set of corporate values.
“As a result, it is vital that, outwardly, their look in terms of quality, fit and style reflects brand standards whilst also providing the individual with the comfort and security needed for them to carry out their tasks to the best of their ability.
“As leisure workwear specialists, our focus is on the supply of technically effective, high-quality garments at an affordable price.
“We offer a huge range of products to suit all leisure environments and work with employers to ensure the appropriate products are selected for the appropriate job roles.
“This ensures everyone in the team is kitted out in workwear specifically designed to help them thrive.”
Taylor Made Designs is already the preferred uniform supplier to some of the biggest operators in the sector including Places For Leisure and GLL and has recently been accepted onto the UK Leisure Framework.
For more information call 01202 473311 or email
flooring, every inch of this fitness space has been curated with PRIMAL passion.
The gym floor has been strategically planned to offer a seamless flow and maximise efficiency throughout, with dedicated zones that cater to every aspect of your workout.
From a spacious and fully equipped strength training zone to a cuttingedge cardio zone that boasts the latest in fitness technology, each area is thoughtfully arranged to provide ample room for movement and exploration. State-of-the-art equipment has been carefully selected to deliver exceptional performance and versatility.
From advanced cardio machines that transport you to virtual landscapes to a comprehensive range of free weights and resistance machines that cater to every muscle group, the space promises to empower fitness fanatics to push their
boundaries and achieve remarkable results.
Alongside the innovative technology, the centre boasts unlimited access to expert-delivered classes, saunas for recovery and flexible membership plans.
Steven Rinaldi, founder and CEO of PRIMAL, added: “This is the second facility we have worked with Adam on and represents the strong partnerships that we have with our commercial clients and exhibits our commitment to helping them grow their business long-term.
“The gym space is something special and a place that I know the people of Ashington are going to love.
“Sculpt’s ethos and vision to empower everyone, no matter their ability, to achieve their full potential really aligns with the PRIMAL story, and so we are incredibly proud to be supporting Adam on this latest opening.”
ENGLAND footballers Rachel Daly, Hannah Hampton and Esme Morgan have showed their support for Nuffield Health’s new Move Together initiative – a programme designed to get more 11–16-year-old girls moving and engaged with physical activity.
As the official health and wellbeing partner of the England teams, Nuffield Health and the Lionesses trio joined three young girls from the programme to try their hand at a social media dance trend, choreographed by the participants, before sitting down to discuss their own personal journeys into the sport.
The three England players talked candidly about their own experiences growing up and the barriers they faced as girls playing football, as well as the ways in which younger girls can be more active and the value that being part of a team brings to both physical and mental wellbeing.
With research showing that girls are more likely to report facing barriers to exercise than boys, this was something that goalkeeper Hannah related to in her own life growing up.
She said: “I remember, every playtime
I was playing football with the lads in school and I got pulled into the head of year with my parents and they told me, “Hannah has to go and play on the climbing frames with the other girls, she’s not allowed to play football.”
My parents were like, “Hannah is going to do what she wants to do.” So, I kept playing football and I think now, hopefully, it is starting to change in schools.”
Esme echoed the sentiment about
giving more young girls the opportunity to follow their passion.
She added: “I think the opportunities should be there for girls to participate in the same sports as the boys and not have old stereotypes pushed onto them.
“If girls aren’t having the opportunity to play football in PE, then how are they ever going to see that as some sort of career possibility if they don’t play outside of it?
“I think it’s really important that
provisions are there for girls to be able to participate in as many sports as possible and be able to choose the avenue they want to take.”
Rachel, meanwhile, discussed the value of being part of a team and how this is fundamental to creating a happy and successful culture: “I think being a part of a team is something so special because those are the people that pick you up,” she added.
“I went through a really tough time a couple of years ago and my teammates were the ones that were there for me and the ones that carried me through.
“Ultimately being a part of a team [is about] having your friends around you. Your teammates become your family because of how much time you spend with them.”
Move Together is hosted in local parks and community venues and run by Nuffield Health fitness instructors in the local community.
The specially designed free classes will build girls’ strength, confidence and get them moving.
It’s also the perfect opportunity to have fun and make new friends in a safe and secure environment.
CHRIS Hemsworth’s workout routine is the most searched worldwide, a new study has revealed.
The study conducted by Mirafit.co.uk analysed a list of celebrities’ names who are famous for their workout routines and need to stay in shape for different movie roles, as well as those who are fitness-obsessed, to discover which is the most searched for worldwide.
A spokesperson for Mirafit.co.uk said: “This data reveals that people from all over the world are curious about how celebrities maintain their fitness levels, and also how it might be possible for them to achieve the same results.”
“In fact, is very common now for actors, models and so on to share their fitness journey with their fans in order to be an inspiration or for it to be publicised when they go through dramatic
Director of Operations: Dominic Musgrave Tel: 01226 734407 dm@scriptmediagroup.co.uk
Studio manager: Paul Hopkinson ph@scriptmediagroup.co.uk
Assistant studio manager: Scott Firth sf@scriptmediagroup.co.uk
transformations for various roles.
“Of course, it’s important to remember that only following these star’s pieces of advice is not enough. We all have individual goals and abilities and should take time to understand the type of exercise that is a good fit for our body and mind, combined with an appropriate diet to match.”
Chris Hemsworth’s routine took first place with 13,000 average monthly searches, almost double that of Henry Cavill in second.
The MCU actor is among the fittest actors out there. Apart from working out regularly and staying in shape for his roles as Thor and Tyler Rake, he is also a fitness guru, helping people out with their own bodies thanks to his app “Centr, by Chris Hemsworth”, launched in 2019 and costing $30 a month. He is
known for pushing his body to its limits and outside his comfort zone to test just how much it’s possible to achieve.
Second on the list is Henry Cavill with 7,150 average monthly searches. ‘The Witcher’s star is also widely envied for his body, which he started to bulk by working out 2.5 hours each day while preparing for his role as Clark Kent for ‘Man of Steel’ back in 2011, and that he keeps maintaining for his newer projects.
Arnold Schwarzenegger, former California governor and Terminator, is in third position with 6,950 average monthly searches.
The 75-year-old actor is still one of the most admired celebrities regarding his fitness journey. Indeed, he is not only an actor, politician, filmmaker, and businessman, but also a retired bodybuilder, considered one of the most
important in the history of the discipline. Further down on the list, is Dwayne “The Rock” Johnson in fourth position, with 3,990 average monthly searches. His nickname is not random, as before he was a movie star, Johnson was a professional wrestler, making his debut in the World Wrestling Federation in 1996. “The Rock” was a reference to his physical prowess as well as his commanding and endearing personality.
The top five closes with two celebrities with 3,910 average monthly searches each: Kendall Jenner, one of only three women in the top 15, and Michael B. Jordan. As a model, Kendall is overwhelmingly famous for her slim and slender figure and is known to head quite often to Pilates classes in Los Angeles, where she has been photographed by paparazzi.
1, Community
YOUR members, coaches and staff absolutely make your community.
It’s essential to try and get everyone involved in your fitness business, this will massively help with retention and in turn cashflow. Remember it’s better to keep a member than replace one, from a financial and time perspective.
members and this helps build confidence for coach and member.
connected.
www.workoutuk.co.uk
My top ways of doing this are, the obvious one – interaction on the gym floor pre and post session or class. Getting to know names and treating members as individuals is key, for example some members may enjoy the direct and ‘beasty’ style of coaching, others need a gentler approach.
Ensure your coaches take the time to learn names at the very least, We have a pre session register where our coaches will call out the names of the booked
The second way of building a community is to have a private Facebook support group. This will give your members the sense of having support and help even when they are not physically at your facility. You can add content as much as you like and ask more confident members to post regularly, things like meals, post session feedback or just a general ‘Hello’. We also host Facebook Live’s in the group as a way of staying
Lastly, having a ‘social calendar’ is fantastic at getting your members together in a more relaxed atmosphere away from the fast paced and noisy gym. Summer barbecues with a bouncy castle so your members can bring down their families too, Snowdon treks or sponsored walks and runs. We even have an annual summer ball and awards ceremony which is amazing at making people feel part of something special.
Your members and coaches are your community, your team. Make sure they know.
In the next edition we will discuss the importance of having the right systems for a top and efficient group training gym.
n David Benham is the managing director and co-founder of Core 300 Strength and Conditioning Gym.
SOCIAL enterprise Mytime Active hosted a special Summer Soiree for its Primetime and MyClub members at Orpington Golf Club.
Attended by the Deputy Mayor of Bromley, Councillor Keith Onslow, and the Deputy Mayoress, Sara Onslow, the event welcomed more than 100 people who enjoyed an afternoon filled with fun, friendship and an afternoon tea.
Deputy Mayor of Bromley, Councillor Keith Onslow, said: “We were absolutely delighted to come and support this important event, which really brought residents together for a fun and active summer afternoon.
“Events like this always make me proud of Bromley, as they are so important to our communities and ensuring residents have supportive groups and networks they can rely on.”
The Primetime and MyClub members were entertained by local singer Mikey, who had everyone up on their feet singing and dancing by the end of the afternoon.
Mytime Active’s Primetime programme has been offering recreational activities, events, sports, dance and keep fit classes for over 60s since 2008.
Activities are designed to help people to move more every day, socialise and make new friends. MyClub is for
exercises delivered in a fun way, dance parties and Zumba, golf, multi sports and bowling in fun, sociable and supportive groups.
Mytime Active runs several fully inclusive events each year for members to come together, catch up and celebrate their successes alongside them.
This fully inclusive event welcomed people from across Mytime Active’s diverse community, many of whom
of Mytime Active’s extended team of instructors, volunteers and friends created within the classes.
Jason Stanton, CEO of Mytime Active, added: “Our Primetime membership goes above and beyond for older adults, and this event was no exception.
“The success of the Primetime and MyClub Programmes lies in our understanding of the fact that starting exercise and meeting new people can be
inclusion initiatives and we’re thrilled the Deputy Mayor chose to support this wonderful event.”
Managed by Ann Wilbourn, Primetime has expanded to offer more than 90 physical activity sessions each week, including specialised programmes for those with limited mobility and fitness. Primetime memberships have grown from 80 in 2008 to more than 2,500 today.
The MyClub programme was initially funded by Community Links to encourage special educational needs groups following the pandemic. The programme now attracts around 110 attendees every week and has been self-funded for more than a year. It will be celebrating its first birthday on 1 September.
Mytime Active is working in partnership with Bromley Council to reduce loneliness and isolation in the community, supporting its loneliness strategy, championed by the Mayor of Bromley, through events such as the Summer Soiree.
Ann added: “The Primetime and MyClub programmes are not all about fitness and activity. The social side of things and being able to meet with likeminded people in a safe and supportive environment is just as important. One
OUTDOOR Fitness Concepts, the turnkey outdoor gym equipment and solutions provider, is launching a new, National Outdoor Fitness Initiative in partnership with Omnigym, offering the brand’s state-of-the-art outdoor strength equipment for free to councils, local authorities and leisure operators, for installation in parks and other public spaces.
The new initiative is based on a six-week free trial aimed at promoting active lifestyles and improving health and wellness in UK communities, with access to outdoor strength training equipment which is certified EN 16630:2015 compliant and has been scientifically proven to be as good as or better than indoor gym equipment.
Steve Perrins, founder and chief executive officer of Outdoor Fitness Concepts, said: “From day one, Outdoor Fitness Concepts’ goal has been simple – to create incredible outdoor gyms and fitness spaces that inspire people to become more active, and help them manage health conditions and improve long term health outcomes.
“Many European countries have already seen the benefits from this initiative, and we firmly believe that there is great potential in the UK to transform public spaces into hubs of wellness, providing a convenient,
accessible space for communities to come together, engage in physical activity, and prioritise their health.
“By collaborating with local authorities, councils and leisure operators, we aim to create vibrant, accessible outdoor fitness environments for all abilities that promote healthy living within
communities.”
According to research analysis from 32 countries around the world, only 17.3 per cent of individuals meet the recommended guidelines for both aerobic exercise and muscle strengthening activities.
The National Outdoor Fitness Initiative provides a unique
opportunity for UK councils and leisure trusts to introduce the world’s leading outdoor strength equipment from Omnigym, for free, to outdoor spaces in the heart of local communities.
Outdoor Fitness Concepts will install up to nine pieces of variable load strength equipment, including wheelchair-accessible pieces, all mounted on moveable platforms and able to be placed on any level surface.
The equipment will be installed with Omnigym SMART data sensors to measure a range of usage statistics.
During the initial six-week trial period, Outdoor Fitness Concepts will share data and detailed feedback from users to support future health and fitness strategies and potential funding opportunities.
In a 2022 initiative conducted by Omnigym across eight European countries, 99 per cent of the respondents wanted the outdoor fitness area to remain a permanent fixture, and 83 per cent of the respondents considered the equipment to be “as good” or “better than” indoor equipment.
Data from three outdoor gyms that took part in the initiative in 2022 also counted nearly 100,000 visits and 11 million reps over a 12-month period.
IN THE dynamic world of fitness, owning and managing a successful gym requires a commitment to providing an exceptional experience to members.
One essential aspect often overlooked is the maintenance and presentation of gym equipment. ServiceSport UK is poised to revolutionise the way you think about gym upkeep with an enticing offer: free pads with every gym refresh.
Let’s delve into why refreshing your gym equipment and re-upholstery are not just good ideas – they’re essential for your gym’s success.
First impressions matter: As a gym owner, you understand the importance of making a lasting first impression. When prospective members walk into your gym, they should immediately sense a vibrant and inviting atmosphere.
By opting for a gym refresh with ServiceSport UK, you’re ensuring that your equipment is not only in optimal working condition but also visually appealing. Free re-upholstery of pads serves as the icing on the cake, elevating the overall aesthetics of your gym and creating an ambiance that attracts and retains members.
Member comfort and satisfaction: Happy members are the foundation of a thriving gym. Comfortable and well-maintained equipment
significantly enhances the workout experience. Wornout pads not only diminish the visual appeal but can also compromise the effectiveness of exercises and even cause discomfort or injuries.
Our offer of free pad re-upholstery highlights your commitment to member satisfaction, demonstrating that their well-being is your top priority.
Such attention to detail retains member loyalty and encourages word-of-mouth recommendations, giving your gym a competitive edge. Longevity of equipment: Investing in high-quality gym equipment is a substantial financial commitment. Therefore, it’s imperative to protect and prolong the lifespan of your assets. Regular usage can lead to wear and tear, affecting not only the appearance but also the functionality of your equipment.
Refreshing your gym with ServiceSport UK not only rejuvenates the look of your facility but also ensures that your equipment operates optimally. Staying ahead in a competitive market: The fitness industry is constantly evolving, with new gyms and wellness centres entering the market regularly.
To stand out from the competition, your gym needs to offer something unique. A refreshed and visually appealing gym space sets the stage for a distinctive experience.
ServiceSport UK’s offer of free pad re-upholstery is a powerful marketing tool, enabling you to promote a refreshed and comfortable environment that potential members will find irresistible.
Get your equipment refreshed today and save on
paying for your pad re-upholstery at the same time. Enhance the visual appeal, member satisfaction, and durability of your gym equipment, all of which contribute to your gym’s success and growth. By taking advantage of this offer, you’re not just refreshing your gym – you’re committing to providing nothing but the best for your members.
To claim
THE fitness industry is a dynamic and competitive landscape, with gym owners and health clubs constantly vying for the attention of potential members. While having a great facility and excellent services is essential, without effective marketing, reaching your target audience and converting them into loyal members can be a challenging endeavour.
In this article we will delve into the intricacies of audience demographics, segmentation and targeting which is an essential part of every gym’s marketing strategy.
Understanding your audience
Every successful marketing campaign begins with a deep understanding of your target audience. Before you launch any marketing efforts, take the time to identify your ideal members. What are their demographics? What are their fitness goals and motivations? What pain points can your gym address? By answering these questions, you can tailor your marketing messages to resonate with the specific needs and desires of your potential members.
Here’s a closer look at how identifying your ideal members can shape your marketing approach:
Demographics and segmentation:
1. Young professionals: Many gyms attract young professionals who are looking to maintain a healthy lifestyle amid their busy work schedules. They may value flexible hours, convenient locations, and modern fitness equipment.
2. Fitness enthusiasts: Some individuals are passionate about fitness and seek advanced workout equipment, challenging classes, and expert trainers who can help them reach new levels of performance.
3. Seniors and retirees: Gyms catering to seniors may focus on low-impact exercises, balance training, and social activities to promote overall well-being and community engagement.
Fitness goals and motivations:
1. Weight loss and body transformation: Members who aim to lose weight or achieve a significant body transformation may be drawn to gyms that offer personalised training plans, nutritional guidance, and progress tracking.
2. Muscle building and strength training: Those interested in muscle building and strength training may seek gyms with a wide range of free weights, resistance machines, and specialised programs.
3. Cardiovascular health: Individuals with
a focus on cardiovascular health might be looking for gyms offering diverse cardio equipment, group classes, and heart rate monitoring.
Pain points and solutions:
1. Lack of motivation: To address this, your gym’s marketing could emphasise the supportive and motivating environment your facility provides, along with success stories from members who have overcome similar challenges.
2. Time constraints: Offering express workouts, lunchtime classes, or 24/7 access can appeal to individuals who struggle to fit fitness into their busy schedules.
3. Intimidation: Your gym’s messaging could highlight a non-intimidating and inclusive atmosphere, showcasing welcoming staff and beginner-friendly classes.
Examples of target audiences:
1. New mums: A gym could target new mothers by offering postnatal fitness classes, childcare services, and nutrition guidance to help them regain their prepregnancy fitness levels.
2. Athletes in training: If your gym is near a college or sports facility, you might cater to student-athletes by providing sports-specific training, injury prevention, and recovery resources.
3 Couples and partners: Marketing could focus on couples’ workouts, partner challenges, and promotions to encourage joint memberships for fitness-focused pairs.
4. Stressed professionals: For those seeking stress relief, your gym could emphasize yoga and meditation classes, as well as wellness programs that promote relaxation.
5. Weight management: Target individuals looking for weight management solutions with customised meal plans, body composition analysis, and ongoing support.
By thoroughly understanding the diverse needs, goals, and preferences of your potential members, you can tailor your marketing messages, services, and offerings to create a compelling and attractive gym experience.
This approach not only resonates with your target audience but also increases the likelihood of attracting and retaining loyal members who find genuine value in what your gym provides.
This is only one small piece of the gym marketing puzzle but if you get this right, you will be well on your way on the road to success.
n Kate Landers is the advertising accounts manager at Creative Fitness Marketing.
https://uk.cfm.net
SUPPORTED by Matrix Fitness, MH1 Global is a prominent movement dedicated to offering mental health training, education and consultancy for professionals in the fitness, health and wellness industries.
MH1 Global evolved from the LFX Network, spearheaded by industry specialists Graeme Hinde and Lynne Briggs, who initially began focussing on mental health amidst the Covid-19 lockdown to facilitate peer support among fitness professionals.
Recognising the disconnect
between monitoring physical and mental health, MH1 seeks to bridge the gap by using evidence-driven improvements to incorporate mental health discussions, assessments, first aid and education courses into the industry’s practices to support operators and staff.
One of MH1’s key innovations is the development of the Mental Health Questionnaire, a validated psychometric tool designed to measure the trajectory of mental health using lifestyle factors as
markers. This questionnaire, launched in April, was created by Paula Litherland, a former student of Edge Hill University.
“Physical and mental health is one continuum,” said Lynne.
“When people come into a gym as a new member, they must fill in a physical activity questionnaire but traditionally we don’t ask them about mental health.
“We want to change that. With the implementation of the MHQ, we will provide data driven evidence of
improvements in key areas of mental wellbeing provided by our data partner ReferAll.”
Julian Taylor, commercial director at Matrix Fitness UK, added: “Ultimately the plan is for the industry to have a resource that informs and educates.
“We’re keen to see the whole industry embrace this in a collaborative way. We are all in this together, and together we are stronger.”
Fit24 Seaham achieved a milestone during its recent club open day, welcoming 72 new members in just one day.
This achievement underscores the importance of well-organised events that not only enhance gym membership but also create a positive impact on existing members.
Fit24 is a splendid establishment under the ownership of Jack Burton, who owns multiple sites across the UK.
Not only is the club kitted out with state-of-the-art equipment, friendly staff, and a large range of fitness classes on offer, the aesthetics create a motivating ambiance that has a way of inspiring you to embark on your fitness journey the moment you step through the door.
Like most business owners, Jack
outsources some of his marketing activities, including a recent health awareness marketing and sales campaign that involved a club open day event.
With the support of Creative Fitness Marketing, the event was a huge success.
At the heart of the event’s success
was CFM’s on-site team, who had two goals in mind. Firstly, the focus was on attracting new, long-term members to the club. Secondly, the goal was to craft an event for the enjoyment of current members, building on the existing community culture in the club.
Fit24’s club open day embodied this approach by offering an engaging atmosphere featuring a live DJ, refreshments, supplement promotions, and more. This vibrant setting not only engaged existing members but also encouraged them to share the experience with friends and family, fostering a sense of togetherness.
The foundation of a successful event like this lies in the preparation and strategic promotion. While many fitness establishments have attempted similar
events, the key distinction often lies in effectively amplifying the event’s reach and offering appealing incentives.
These incentives can range from enticing giveaways to the presence of a notable figure or engaging competitions, all of which contribute to generating interest and participation.
Equally significant is the comprehensive promotion of the event across diverse platforms, ensuring it reaches a wide audience. Staff involvement in sharing event details is equally essential, utilising personal connections to enhance visibility.
CFM provides its services to any location in the UK and Ireland.
To find out more about CFM and what they offer, check out www.cfm.net or call Jonny or Harry on 0115 777 3333.
HEART rate training is a game-changing approach at the core of how a gym adds value for its community.
But what makes it so special, and how can it transform your gym into a hub of innovation and member satisfaction?
The integration of heart rate training technology doesn’t just benefit members – it’s a huge draw point when it comes to gym design.
With members using wearable devices, gyms can incorporate heart rate data displays, creating a more interactive and engaging environment. Picture a studio class where participants compete to stay in their
optimal heart rate zone, with real-time data projected on a screen.
Not only does this foster a sense of community, but it also adds an element of gamification that keeps members coming back for more.
Heart rate training isn’t just a fitness strategy; it’s a marketing must-have. By offering heart rate-based classes or challenges, gyms can attract a new demographic of members who are tech-savvy and results-driven.
Plus, with the data collected from wearable devices, gyms can offer personalised promotions, such as discounts on advanced heart rate
monitors or specialized training sessions.
It’s a win-win: members get valueadded services, and gyms see an uptick in sales.
At its core, heart rate training fosters a sense of community that’s bonded stronger than anything else.
When members can share their progress, celebrate their achievements, and even engage in friendly competition, it creates a camaraderie that goes beyond the four walls of the gym.
A strong community is the backbone of any successful fitness establishment.
Heart rate training, powered by the latest in wearable tech, is more than just a fitness trend – it’s the future.
For gym owners and fitness professionals, embracing this technology is not just an opportunity; it’s an imperative.
By integrating heart rate training into your gym’s offerings, you’re not only giving your members the tools to achieve their fitness goals but also positioning your business at the forefront of the fitness revolution.
Are you ready to let the heartbeat of modern fitness drive your gym’s success?
HOME and commercial gyms in the United Kingdom and Ireland are about to level up.
One of the USA’s top gym equipment brands has joined forces with the UK’s largest speciality fitness retailer.
Starting this summer, Bodypower Sports Ltd (trading as Fitness Superstore) will carry a large range of REP Fitness equipment.
This expansion was in response to a growing demand from lifters overseas, after REP took the US by storm.
It kicks off the launch of REP products throughout all of Europe, so more people can have access to REP’s versatile,
quality, innovative equipment at affordable prices.
REP, founded a decade ago in Colorado by two gym-loving brothers, has risen to become America’s most popular brand in the home gym market (with cost in mind).
It offers a full line of gym gear, all designed by in-house, weightlifting engineers.
REP’s award-winning power racks, benches, functional training gyms, and more will soon be available for UK customers to try out and order in Fitness Superstore showrooms across the UK (11 stores).
Fitness Superstore, founded in 1994, is the largest supplier of specialist fitness equipment in the UK and is proud to feature the largest fitness equipment showrooms in the UK.
Fitness Superstore will also carry REP on its website, to be delivered throughout the UK and Ireland.
“Fitness Superstores are proud to exclusively represent this fantastic and innovative brand in the UK,” said Paul Walker, Fitness Superstore managing director and owner.
Ryan McGrotty, co-founder or REP, said Fitness Superstore and REP make a great partnership because both are
staffed by real-life fitness enthusiasts and professionals; they both offer a full range of equipment, and they both value creating community and making fitness accessible to all.
He added: “We’re excited to be working with such a strong partner in the UK with Fitness Superstore.
“We know they will offer a great shopping experience for all our fans in the UK who have been eagerly awaiting the availability of our products.
“Their broad store footprint will make it convenient for everyone to easily see and test our products before taking them home.”
NATIONAL Fitness Day 2023 will kick-off with a special event in Manchester, ukactive has announced, as the countdown begins with just one month to go.
On Wednesday, September 20 the sector will unite, under the theme of ‘Your Health is for Life’, to help millions of people from all communities and backgrounds celebrate the power of physical activity and the lifelong benefits of being active.
This year, for the first time, ukactive will be hosting the National Fitness Day kick-off event in Manchester, alongside GMActive and its Prehab4Cancer programme. A live Prehab4Cancer workout will be held with patients at Salford Sports Village, helping to showcase a powerful example of the role of physical activity in our lives.
Since its launch in 2019, the programme has supported more than 4,000 people affected by cancer before, during and after their treatment, improving their chances of recovery and their mental health at the same time.
The programme is one example of the way physical activity is helping to improve the population’s health and wellbeing.
This, in turn, can reduce pressure on the NHS and help those people out of work get back into the workplace – two of the Government’s biggest challenges.
Jack Murphy, Prehab4Cancer’s programme manager, said: “We often hear how an exercise regime is the last thing on a patient’s mind when they’re referred to us, but the vast majority quickly see the benefits that mean they’re likely to spend less time in hospital, have a shorter recovery period and adopt a more active lifestyle in the future.
“This National Fitness Day, we’re proud to be able to put a spotlight on the programme and further support the message on the day of the real importance of keeping active for everyone – especially for people affected by cancer that have so much to gain.”
This year, National Fitness Day is also partnering with men’s mental health charity, Movember, and the world’s largest sports reward platform, Endurance Zone, to encourage millions of people to take the first step in their health journey.
In what has been another challenging year for the sector following the energy crisis and the pandemic, National Fitness Day is also a reminder of the essential role of the physical activity sector in supporting our health, happiness and productivity.
The campaign now represents the UK’s most active day of the year and is powered by thousands of gyms,
swimming pools, leisure centres, sports clubs and other providers, hosting a huge range of free activities for people to try.
Huw Edwards, CEO of ukactive, added: “This year’s theme for National Fitness Day is the perfect reminder of the importance of prioritising our health and wellbeing across our lifetime.
“Physical activity is key to this, and we are really excited to be hosting our kickoff event in Manchester, showcasing an example of how our sector is supporting cancer patients.
“With just one month to go, plans are well underway and we’re looking forward to seeing the great events our members will be hosting – inspiring as many people as possible to get involved and become more active all year round.”
Schools and workplaces across the UK are encouraged to take part, whether by hosting a ’10@10’ with 10 minutes’ of physical activity at 10am, or by putting on a group activity to encourage pupils and employees to celebrate the day.
The National Fitness Day Location Finder can help people to find their nearest venue simply by entering their postcode.
Activity providers also have access to the Digital Campaign toolkit, which is filled with useful resources and suggestions on how to promote the day and the events that they will be holding, both in-person and online.
AS SOMEONE who doesn’t come from a fitness background, I find walking into a class for the first time really stressful and I know I’m not alone. However, there are loads of simple things you can do to break down people’s barriers and give them a stress-free experience.
1) The power of a walkthrough video
Often the biggest barrier for new members is not knowing what to expect when they arrive at a class. Smash down that barrier by making a walkthrough video. By that I mean literally showing someone walking through the studio door, picking up the right equipment and starting the class. It works really well for classes with lots of equipment, like Body Pump, but also works well for things like dance fitness classes because people feel like they’ve ‘met’ the instructor before they’ve even taken a class.
2) Promote the benefits
I see a lot of people advertising classes without pointing out any of the benefits of coming, that’s fine for your current members but doesn’t give much incentive to potential members. There are so many things you can talk about, for example; improvements to physical/
mental health, calorie burn, building muscle, toning up, making friends, getting some ‘me time’ etc. Sharing quotes and stories from your existing members is a great way to promote some or all of these benefits.
3) Offer a freebie
Nothing breaks down barriers quicker
than a freebie! What have they got to lose? By running offers like bring a friend for FREE at key times of year you should recruit a decent amount of new participants and hopefully, lots of them will go on to become members.
4) Make people feel welcome
Once you’ve got people through the
door make sure everyone in your team knows how to greet newcomers so they feel relaxed and ready to start their fitness journey. Walking into a class can be super-intimidating and there’s nothing worse than having to declare an injury to an instructor in front of a room full of strangers. Have your instructors greet people at the studio entrance rather than waiting at the front of the class for everyone to arrive.
5) Members helping members
Ask your regulars if they’d be happy to be a ‘buddy’ for any new participants, showing them how to set-up their equipment etc. As well as making your regulars feel extraspecial, it’ll also mean that your instructors can focus on the group as a whole.
6) Dim the lights
One of the first things people say they love about Clubbercise is the fact that it’s taught in a darkened room. Brightly lit studios are not the kind of place where beginners and people who lack confidence feel comfortable. Even if you don’t fancy the full-on night club vibe try turning down the lights a little and see what happens…
n Claire Burlison is the founder and director of Clubbercise.
https://www.clubbercise.com
WE ALL know there are gyms and health clubs all over the place – and, at their core, they all offer essentially the same thing: a place to work out and improve physical health.
With so much variety among competitors, it can be challenging to figure out how to attract potential clients and retain your existing ones.
To remain competitive, it’s important to stand out rather than to fit in.
So, what can you do to differentiate your gym from competitors?
In this issue, we bring you the final two of our four ways you can make your gym shine and stand out amongst your competitors (If you missed the first two then check out August 2023 issue).
3. Showcase online reviews and member testimonials
When it comes to business, nothing speaks louder than results.
And in the fitness industry, customer reviews and testimonials are a powerful way to showcase results, build trust, demonstrate your ability to deliver an exceptional member experience, and offer social proof that you’re able to help clients achieve their goals. Your online presence will affect everything from how many people follow you on social media to your company’s bottom line.
For fitness businesses, a positive reputation can help attract new potential clients, entice a better selection of prospective employees, create more business opportunities, improve your local search engine rankings, and more.
Conversely, a negative reputation can lead to loss of sales, membership churn, high employee turnover, and other costly consequences.
When a potential client is considering making a purchase decision, they want to make the best choice – and they base their decision on which product or service appears to be superior.
Nearly 90 per cent of consumers worldwide make an effort to read reviews before buying products,
and 86 per cent of customers rely on word of mouth recommendations and online reviews. These statistics illustrate the importance of your online reputation and digital footprint, as well the impact of positive reviews.
4. Streamline operations
Gym management software continues to grow in popularity given its ability to increase efficiency and productivity, reduce the risk of human error, save time and money, and enhance the member experience.
On top of that, the low upfront cost structure of a cloud-based software solution makes it a financially attractive option for fitness businesses of all sizes. Gym management software – also sometimes referred to as membership management software, a facility
management system, or a gym software solution – is a platform of tools that will centralise and streamline your facility’s operations.
Gym software makes it easy for members to update payment information, pay outstanding balances, view your calendar, schedule sessions, purchase packages or memberships, register their kids for summer camps, and more – all online, and all on their own.
To learn how EZFacility’s comprehensive gym management software can help you easily connect with members and potential clients, convert leads into longlasting relationships, and streamline operations so you can focus on the most important aspects of running your business, schedule a free demo and personalised product tour today.
www.ezfacility.co.uk
HISTORICALLY, it was normal to be tied into a contract when you join a gym. It was one of the things a customer would have to agree to in exchange for working out at your club.
However, with the cost of living rising and consumer priorities changing, is it wise to still be selling and enforcing contracts for your gym?
More importantly, could doing so be negatively impacting sales?
Is it really good business sense?
Signing your customers up for contracts has always made good business sense. It helps you forecast income, adds weight to your business plan and keeps your investors happy because they can get a glimpse of their return.
However, tying your customers into a financial commitment doesn’t necessarily guarantee you stability.
Just look at how easily the pandemic disrupted everything as we know it! If your customers are unsure of what their future holds (like many of us post-Covid), they’ll likely be put off by a long-term financial commitment like a gym contract.
You should consider the possibility that you’ll be able to sign up more leads if you promise them flexibility and control over their memberships.
In doing so, you’re dismantling the potential contract barrier – which means you can get them to start paying and focus your energy on retaining them.
Are contracts as effective as they seem?
Did you know consumers still have
certain legal rights surrounding cancellations, even if they’re tied into a contract?
A customer that has joined your gym and entered a contract will normally have to pay the full cost of the contract if they want to cancel the membership early.
For example, if they cancel a one-year contract after six months, they’ll usually have to pay for the remaining six months of the term.
Despite this, there are still a few occasions when your customer can cancel their membership without paying the remainder of their contract:
n If the customer is injured or has a serious illness.
n If they can’t afford to pay anymore.
n If they think your contract terms are unfair (more info on what this means here).
Contracts can also mean very little because some gym contracts are service agreements, not consumer-regulated credit agreements like that of car finance
or mobile phone fees in which case you’re receiving a tangible product.
Plus, if one of your members wishes to cancel mid-contract and go somewhere else, pursuing that legally can be both expensive for you and leads to bad PR if the local area catches wind of your club taking a customer to court.
It’s much easier to give your members the freedom to come and go as they please under a flexible membership that suits their lifestyle and focus on retaining them through a fantastic workout experience and unrivalled customer service.
Take us at ClubRight for example. We don’t tie our users into a contract to use our system – gym owners stay with us because they love the functionality we offer them, not because they’re forced to.
Gone are the days of sleepers. Sleepers are no longer an issue these days, especially post-pandemic. Redundancies, income uncertainty and the rising cost of living have made people more vigilant than ever when it comes to their monthly bills.
They won’t hesitate to cancel a bill that they no longer see value in.
Your energy will be far better spent building an exceptional customer service strategy that retains your customers and makes them stay because they want to; because they see value in the service you offer.
Besides, having a large proportion of sleepers will end up costing you money in the long run. Any one of them (or all of them) could wake up tomorrow and cancel their membership, leaving you
Use referrals to your advantage. Those long-standing, advocate members are walking advertisements for your business.
Their friends and family will be asking them about their fitness journey, and your club will be one of the first things they mention.
So set up a robust referrals programme in place of worrying about contracts so that you can reward those that get their friends to join your gym.
In some ways, referred customers are more valuable than cold leads because they have real social proof to influence their buying decision.
Referrals are also a great way to measure customer satisfaction: happier customers are more likely to tell their friends about your club.
ClubRight has automated communications as part of our complete solution to help you keep in touch with customers, so setting up that referral scheme brings no added work on your part.
In summary, contracts can impact sales at your club. It’s understandable why clubs are tempted to sell and enforce contracts, but nowadays people want control and flexibility. If your customers don’t feel like they have those key things, it can create a barrier for them before they’ve even joined.
n Wayne Heath is the founder and CEO of ClubRight.
Regardless of the memberships you offer, ClubRight can help you make sure they sell and retain those customers for longer. Learn how by speaking to one of our experts on 0203 884 9777.
In all daily areas – be it at work, at school, in sports or in traffic –your brain determines the quality of your life. The SKILLCOURT® as a training and diagnostic tool systematically and playfully trains the skills that you, your client or your patient would like to improve.
The SKILLCOURT® uses intelligent software and special sensor technology to put together the right training programme for each individual. It analyses movements, records reactions and measures times to the millisecond. Whether it’s concentration, memory or reaction time – the SKILLCOURT® unleashes the full potential of your brain and enables a meaningful transfer into everyday life.
CHECK OUT THE WEBSITE TO GET MORE INFORMATION:
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The Super Horizontal Bench Press Panatta is a machine specifically for training the anterior muscles of the chest, replicating the pushing movement of the upper limbs in a lying position on a flat bench. Compared to execution with free weights, the exercise performed at the Super Horizontal Bench Press has the dual advantages of a convergent guided trajectory and a physiological load curve, in line with the force curve developed by the muscles active in the movement; in this way, joints and muscles are safeguarded, maintaining optimal contraction throughout the ROM without overloading them in the position where they are most vulnerable. Again with the aim of safeguarding the joints and making the execution as physiological and safe as possible, the Super Horizontal Bench Press is equipped with a facilitated movement start lever and a system for adjusting the exercise arms, which allows the ROM to be modified by varying the minimum starting height of the handles, guaranteeing safe use even for individuals with reduced mobility. Finally, the dual handles with which the machine is equipped allow the exercise to be performed with a prone or neutral grip.
PRONE GRIP:
The movement is close to an adduction of the shoulder in the horizontal plane (always maintaining an angle between the torso and humerus of less than 90° to avoid shoulder problems), this is the one that allows the thrust to be exerted with maximum muscle strength and maximum activation of the sternal bundles of the pectoralis major.
NEUTRAL GRIP:
By changing the set-up of the arms, with the elbows being more closed toward the pelvis, the movement shifts toward the sagittal plane, with greater involvement of the humerus flexors (clavicular bundles of the grand pectoralis and anterior deltoid); conversely, the liftable loads are lower.
DERRY has been named the worst city in the UK for fitness enthusiasts, according to new research.
Sports nutrition experts at Bulk. com analysed eight factors they felt contribute to a city being attractive to fitness fanatics and scored the 62 most populated UK cities out of 100 to create their Fitness Index.
A spokesperson for Bulk.com said: “This data offers a fascinating insight into the UK cities with the lowest number of amenities suited to a healthy lifestyle.
“It may come as a surprise that Birmingham is on the list of cities least suited to a healthy lifestyle, especially considering its size.
“However, closer examination reveals that it offers the lowest proportion of gyms to its population size.
“It is important to note that many factors contribute to overall fitness, but having access to a variety of fitness facilities is undoubtedly a great starting point for anyone looking to embark on a fitness journey.”
The factors analysed within the index included the number of gyms, healthy restaurants according to Tripadvisor, pools, and CrossFit facilities, as well as hiking, jogging, road cycling, and mountain bike routes relative to the population size of each city.
Derry ranked as the worst city for fitness enthusiasts with a Fitness Index Score of 14.12 out of 100 across the eight examined factors.
Derry was found to offer the lowest number of road cycling routes (11),
jogging routes (22) and hiking routes (13) per 100,000 residents.
It also had no CrossFit facilities and low numbers of gyms and pools, with one pool and 26 gyms per 100,000 residents.
Scoring 26.46 out of 100, Bradford ranked as the second-worst UK city for fitness enthusiasts.
It was found to offer 10 gyms per 100,000 residents, the fourth-lowest figure of all UK cities.
Bradford also offers 23 jogging routes and 23 hiking routes per 100,000 residents, the third-lowest city for hiking routes and the second-lowest city for jogging routes.
Wolverhampton was found to be the third-worst city for fitness enthusiasts in
the UK, with a score of 28.42 out of 100.
The city has 14 hiking routes per 100,000 residents, the second lowest in the UK. It has no CrossFit facilities.
Doncaster is fourth on the list, scoring 30.52 out of 100 across the eight factors.
The city has 3.89 healthy restaurants per 100,000 residents, the second-lowest number of healthy restaurants relative to its population of any city in the UK.
Doncaster also has 25.27 hiking routes per 100,000 people, ranking fifth-lowest for this factor.
Sunderland ranked as the fifth worst city for fitness enthusiasts in the UK, with a Fitness Index Score of 34.06 out of 100.
The city has the second lowest number of pools relative to its population of any
city in the UK, with less than one pool per 100,000 residents.
It also has 36 hiking routes and 49 road cycling per 100,000 residents, ranking fifth-worst for both factors.
Wakefield ranked sixth, with a Fitness Index Score of 34.25. It has the lowest number of pools per capita of any UK city with one pool. It also has 11 gyms per 100,000 residents.
Peterborough ranked seventh with a score of 34.56 out of 100. The city was found to offer two pools, four healthy restaurants, 195 road cycling routes, 13 mountain biking routes, and 10 gyms per 100,000 residents.
With a score of 36.17 out of 100, Dundee ranks as the eighth-worst city for fitness enthusiasts.
The city offers 93 road cycling routes, six mountain biking routes, two pools and six healthy restaurants per 100,000 residents.
Birmingham ranked as the ninthworst city overall for fitness enthusiasts, scoring 36.23 out of 100.
The city has the lowest number of gyms relative to its population, with nine gyms per 100,000 residents.
It also has a relatively low number of healthy restaurants, pools and CrossFit facilities.
Southend-on-Sea is the 10th-worst UK city for fitness enthusiasts, scoring 38.14 out of 100.
The city has two pools and 20 gyms per 100,000 residents. It also has eight mountain biking routes and 18 healthy restaurants per 100,000 people.
THE Royal Life Saving Society UK’s Drowning Prevention Week 2023, which took place from June 17-24, was considered the biggest and most successful yet, with an estimated 1.85million children learning lifesaving skills from water safety education during the week, which included more than 1.3 million lessons that were delivered at leisure centres or by leisure centre staff. One leisure operator that got fully behind the campaign was Parkwood Leisure, who manage more than 90 venues on behalf of public and private sector partners throughout England and Wales.
Throughout the week their staff were busy visiting schools and local community groups, sharing water safety skills during their timetabled swimming lessons and delivering water safety workshops to the general public.
A range of activities for customers were also organised including colouring competitions, CPR demonstrations, distributed water safety activity sheets and created informative displays in their reception areas, as well as sharing water safety messages across their social media channels.
In total, across all their sites during the
week’s activities they delivered water safety lessons to more than 87,000 children.
Alex Godfrey, operations director at Parkwood Leisure, said: “As a leading leisure operator it is our responsibility to support Drowning Prevention Week by creating as much awareness as possible about water safety.
“Our Learn to Swim programme prioritises survival techniques in water
and we run The RLSS Rookie to Lifeguard programme which we hope plays significant roles in minimising drowning incidents across the UK.
“I am proud of what our teams have achieved for Drowning Prevention Week this year and we’ll continue to support our partners, The RLSS, in future campaigns.”
Drowning Prevention Week is the RLSS UK’s flagship awareness campaign and
is designed to support everybody across the UK and Ireland to enjoy water safely by sharing the skills and knowledge to make the right decisions about water safety, and make memories that will last a lifetime, for all the right reasons.
Jo Talbot, commercial director at RLSS UK, added: “We are delighted that the leisure industry got behind the RLSS UK’s Drowning Prevention Week campaign, especially at the moment when the industry is facing so many challenges themselves.
“Leisure centres, swimming pools and swimming lessons are critical in ensuring that all, but especially the next generation, are educated in water safety so that they have the knowledge and skills to enjoy water safely.
“It’s great to hear about Parkwood’s commitment to the campaign and we would like to thank all leisure operators for their efforts during Drowning Prevention Week to get these vital messages to their customers as their support is vital to making the campaign a success.”
To learn more about Drowning Prevention Week or tips on how to stay safe this summer visit www.rlss.org.uk/ water-safety-information
LEISURE development specialist
Alliance Leisure Services has successfully delivered the £3.5m redevelopment of Abbey Leisure Centre on behalf of Durham County Council.
Opened to the public in July, the project forms part of the council’s multi-million-pound Leisure Transformation Programme, which includes the refurbishment of existing sites such as Abbey in order to improve the county’s leisure stock.
Alliance Leisure is delivering a number of projects for the programme, which will introduce a range of new activities and services to help improve health and wellbeing outcomes and sustain the council’s provision into the future.
“Our brief was to review Durham County Council’s leisure estate and develop solutions for centres across the county to meet the needs of each local demographic,” said Sean Nolan,
business development manager at Alliance Leisure.
“Our research showed that Abbey Leisure Centre was not being used to its full potential.
“We therefore proposed to transform the site into a family focussed centre offering facilities for toddlers to teens alongside an expanded health and fitness offer.”
The centre’s four-court sports hall has been converted into a family entertainment area with distinct zones catering for toddlers, juniors and teens.
Attractions include soft play, a trampolining zone and an interactive Tag Active Challenge Arena including vertical obstacle towers that players must climb and descend in the quickest time possible.
Incorporating Tag Active technology, players’ times are recorded and displayed on a leaderboard.
The family entertainment area is
supported by a new cafe, adding a social space to the centre, as well as party rooms.
On the first floor of the building the gym has been relocated and doubled in size.
The existing gym has been converted to a group exercise studio, while the provision of a second studio allows the centre to offer a full programme of group cycling sessions. A new wellbeing suite has been created in one of the centre’s two squash courts.
Offering specialist power assisted equipment from Innerva, the suite will provide a unique exercise and rehabilitation solution ideal for older adults, people suffering from long term health conditions, and those recovering from injury or returning to exercise.
It is hoped the new suite will help people to become more active, improve their overall health and even
act as a stepping stone into wider leisure facilities.
The changing areas and sauna have also been refurbished as part of the project.
The project was delivered via the UK Leisure Framework, which is managed by Denbighshire Leisure LTD, with ISG as principal build contractor, Axiom as project manager and GT3 as architect for the scheme.
Craig Savage, Alliance Leisure Framework lead, ISG added: “It’s rewarding to work on projects where we are able to give leisure facilities a new lease of life, by providing the latest attractions that bring the whole family together.
“We are proud to have played our part in delivering this project and look forward to seeing the centre thrive for years to come.”
Alliance Leisure is currently on site on the redevelopment of Peterlee Leisure Centre.
IN OUR world of personal training, the impact of language and word choices used by trainers cannot be underestimated.
Beyond the exercises, programmes and nutrition, the language employed during training sessions and in marketing material plays an important role in motivating clients, building rapport, and fostering a positive environment.
The language we use as PTs and group fitness instructors has a direct influence on our clients’ motivation levels.
Positive and empowering words can inspire clients to push beyond their limits, overcome self-doubt, and achieve their fitness goals. However, on the flip side, a poor choice of words can reinforce limiting beliefs and reduce motivation.
For example, when coaching a small group session, and demonstrating options (including progressions and adaptations) for a certain exercise, avoiding phrases such as ‘if you can’t do this one, do that one’ or ‘if that’s too hard for you…’ is key.
These phrases can affirm the client’s
feelings of ‘can’t’ and that some things are ‘too hard’ and therefore not achievable for them, especially if their self confidence is already low.
Switching our choice of language to use words like ‘choose the option’, ‘you can’ or ‘try this’ or ‘if that feels good for you, you could give this one a go’ creates a more positive framing and is more likely to encourage clients to believe they can take on new challenges.
The power of our words doesn’t end there. Effective communication is essential in building a strong rapport
and trust between personal trainers and their clients.
Using language that is inclusive, empathetic, and non-judgmental helps create a safe and supportive environment.
Trainers who choose their words carefully and show genuine interest in their clients’ well-being foster a strong bond that enables clients to open up, share their concerns, and work collaboratively towards their fitness goals. This trust-based relationship allows trainers to help clients overcome barriers and limiting beliefs more effectively.
As trainers our marketing material is key for creating an inviting first impression. The words we say in our social media videos and type in our captions really sets the tone for what clients expect from us.
Our choice of words should be relevant to the client, focusing on how they feel, what their challenges are and what they want to achieve.
While some programmes and trainer styles may lend themselves to phrases like ‘smashing it’, ‘killing it’ and
‘beasting’, there are many potential clients who will be totally turned off by this.
To help in my material, I regularly make a note of phrases and words I hear my clients say, in-person and online, particularly around their barriers and beliefs, and I use these notes to inspire content for my videos, emails and blogs. It’s really valuable information and it gives me a direct insight into the things they need help with and allows me to respond in a style that they can gel with.
If you find yourself saying the same things, using the same coaching phrases or not getting the desired responses from clients then try analysing your words and think of new ways to get your message across.
Challenging yourself on your own language choices could be the difference in your marketing material converting followers to clients, building a better rapport with current clients and helping them get more out of every session they do with you as their trainer.
n Katie Bulmer-Cooke is an awardwinning fitness trainer, speaker and consultant.
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HORNCHURCH residents living with a disability or long-term health condition will be able to continue to maintain an active lifestyle, thanks to the continued delivery of the Sport For Confidence physical activity programme at Harrow Lodge Leisure Centre.
Since its introduction at the centre in 2019, the programme has gained significant momentum.
Each week the programme offers an array of activities from swimming and dance to football and multi-sports, encouraging those who struggle to access mainstream activities to move more, make friends and develop new skills.
Led by occupational therapists and supported by sports coaches, the programme is designed to accommodate the needs of all participants whilst supporting individual health, social and physical goals.
Rob Walker, Sport For Confidence clinical lead and delivery occupational therapist, said: “Sport England’s Active Lives Survey recently revealed that people living with a disability and/ or long-term health condition are half as likely to be active as the rest of the population.
“This is largely due to accessibility and adaptability issues.
“The programme at Harrow Lodge Leisure Centre removes barriers and fosters a safe, welcoming and fully inclusive environment where everyone
can flourish.
“For many participants these sessions are their first ever positive experience of organised sport and physical activity they have encountered.
“Our aim is to encourage a long-term active lifestyle and help participants recognise the positive effect movement can have on their health, happiness and general wellbeing.
“Skills learnt in the sessions such as the development of self-confidence, making and maintaining personal connections, communication, environmental awareness and punctuality, and can also be transferred beyond the field of play and into everyday life.”
Each month, Sport For Confidence is now delivering more than 300 interventions at Harrow Lodge Leisure Centre and the number of participants is growing month on month.
Initially the programme was funded through a National Lottery grant but moving forwards it will become part of the integral service provision of Everyone Active, the specialist leisure management company commissioned by The London Borough of Havering to manage the centre.
In addition to the weekly timetabled sessions at Harrow Lodge Leisure Centre, Sport For Confidence has also established several close community
partnerships which deliver more targeted support.
For example, working with the Havering Memory Service via the NELFT NHS Foundation Trust, Sport For Confidence is supporting people living with dementia through the provision of tailored gym, dance and football sessions.
As well as providing post diagnostic support through the diagnosis memory service, this partnership also provides a space for the families of participants to engage in peer support and respite.
Karen Heilbrunn, contract activities and wellbeing manager, Havering, Everyone Active, added: “It has been fantastic to see this programme develop over the last three to four years.
“Many of the people engaged with the programme have never visited the leisure centre before and now they are regulars.
“Through this programme we are changing behaviours and moving more people towards the recommended 150 minutes of moderate activity every week deemed necessary to sustain good health.
“Our ambition moving forwards is to continue to work with Sport For Confidence to grow the programme in line with demand.
“This will ensure everyone has equal access to quality leisure facilities and services and the many benefits an active lifestyle delivers.”
DIGITAL gym management software
provider Fisikal has integrated with international powerhouse in instructor cover and internal communication solutions provider NetGym to provide a digital solution that takes all the pain out of team management optimising revenues for operators whilst delivering a seamless experience to customers.
NetGym has a strong foothold in the United States where the majority of its 200 clients are located, whilst also supporting operators in Australia,
Canada, the UK and the EU.
With more than 1,200 unique venues relying on its solutions, NetGym is fast becoming the go-to provider of digital class cover management and communication, facilitating automated updates to live schedules and two-way communications between managers and instructors.
Add to this Fisikal’s expertise in scheduling management and seamless integration with leading payment and CRM providers and the result is a robust, highly efficient and
advanced solution that drives both efficiencies and revenue generation
Rob Lander, Founder at Fisikal says: “We have always believed that growth and success of our offer lies in collaboration. We know, accept and are proud of our specialism. “Through interoperability with other specialist providers, we can all work together to give our clients the very best possible experience. This is good for us, good for our partners and good for our clients.”
The integration went live in July and
fitness industry leader EōS Fitness is the first gym chain to benefit.
Danny Orlick, founder of NetGym, added: “This alliance with Fisikal will enable us to offer our clients enhanced features within our own platform whilst also giving us access to a whole new network through Fisikal’s client database.
“This collaboration is about providing best in class functionality to operators around the world, from large, multi-site operators to independent boutiques.”
DYACO UK Ltd has announced the appointment of Jon Johnston as senior vice president of Europe.
The appointment marks a transition from Jon’s nine-month consultation role as UK managing director, enabling him to further oversee and invest in Dyaco UK Ltd’s commercial growth.
Jon said: “I firmly believe that Dyaco UK Ltd, as a leading brand, possesses tremendous potential in the UK and European market.
“Especially given the current economic challenges faced by facility operators in the commercial gym, hospitality and education sectors, who require a stable, but innovative and agile equipment partner to overcome these challenges effectively.”
“Having now transitioned into my role as senior vice president of Europe, whilst
we expand our European base, my aim is to ensure Dyaco UK Ltd continues to provide a supportive and seamless experience to facility operators looking to create their ideal fitness facility.”
“It promises to be an exciting couple of months ahead as we look to drive growth and deliver unparalleled value to customers in an increasingly competitive landscape.”
Jon brings 30 years of health and fitness industry experience with a proven track record of driving significant business growth, including putting Matrix Fitness UK on the map, building it to become one of the country’s fastest-growing commercial fitness companies.
During Jon’s successful tenure, spanning a decade as Matrix’s managing director, he led the company into eight
consecutive years of rapid growth taking sales from £3million to more than £40million, where he helped leverage financial strength, logistics and service capabilities to facilitate the expansion of nascent key clients, such as Pure Gym, The Gym Group, Xercise for Less, and later, the public sectors.
Jon’s expertise encompasses
transformational leadership, sales development, brand strategy, strategic planning, guerrilla marketing, and customer service which will be invaluable as Jon focuses on identifying and seizing commercial opportunities for Dyaco UK Ltd.
In the last nine months, sales figures have risen by 33 per cent and the move to add Jon to the team full-time is a clear indication to open up more opportunities to build the momentum and establish a solid commercial foundation in the UK.
With the likes of Hybrid Fitness and Atrium Gym currently utilising Dayco UK Ltd’s wall to wall equipment solutions, enabling them to meet premium gym standards, Jon will be instrumental in rolling out further sites and substantially developing their equipment variety.
FREEDOM Leisure has introduced a unique functional fitness training studio at St John’s Sports Centre, becoming the only facility of its kind in the Worcester area.
Embracing the growing trend of bodyweight training, the innovative new fitness experience accommodates a wide range of users allowing the centre to attract a broader demographic.
Known as the Elevate Experience, the facility has been developed in conjunction with health and wellness brand Ethics Leisure, which supplied the five Elevate and two Encompass machines for the studio.
Freedom Leisure decided to develop the facility after witnessing the success of the equipment at Applemore Health & Leisure. However, instead of integrating it into the existing gym, they believed a separate studio would maximise the impact of the equipment.
A former party room at St John’s Sports Centre underwent renovations, including new lighting and flooring as well as the new kit.
The result is the Elevate Experience, which offers a dynamic and engaging
fitness experience for all ages and abilities throughout the day. Mornings primarily serve older adults aged 50 and above as well as mums who have finished the school run.
In the afternoons from 3.30pm to 5.30pm, juniors aged 14 and above can use the equipment after an initial introductory session, while the evenings tend to attract users their 20s to 40s.
“We are extremely pleased to be able to offer Elevate to the community of Worcester and to work again with the team at Ethics Leisure,” said Matt Wickham, chief operating officer at Freedom Leisure.
“The Elevate equipment has enabled so many users including young and old or new and experienced exercisers as well as those suffering with a wide range of health conditions to participate in exercise.
“The range of equipment and training provided will enable the product to develop over time and will benefit so many people. This is key to Freedom Leisure to ensure that we can continue to improve lives through leisure.”
The studio offers something
completely different from other gyms in the area. With a focus on safe bodyweight movements, it serves as an ideal starting point for beginners and a stepping stone into the main gym. It is also popular with experienced exercisers looking for efficient and time-effective workouts, customers can complete a quick circuit in just 30 minutes.
The studio offers a variety of instructorled classes, ranging from 45-minute sessions to the 20-minute Elevate Blast and Elevate Core classes during lunchtime, the studio has already expanded its offering and plans to introduce an Elevate Pilates class in the near future due to the high demand.
“Elevate Experience has increased monthly participation in our group exercise classes and provided the leisure centre with a unique selling proposition,” added Jamie Hyde, area fitness manager Worcester contract – Worcester, Malvern and Tenbury.
“The studio’s popularity has resonated with customers as well as new prospects by enhancing our sales tour experience.
“Customers have responded positively to the new studio. They appreciate its
simplicity, ease of use, and the variety of exercises they can do on each piece of equipment.
“The low-impact nature of the workouts is particularly appealing to the morning demographic of older adults. The studio has also helped to develop a sense of community and camaraderie among participants, who often gather for coffee after classes.”
Personal trainers use the studio to train their clients, and members can use the equipment independently after an introductory session or attending classes. QR codes on the machines provide guidance on exercise routines.
Andy Gill, founder and CEO of Ethics Leisure, concluded: “By launching the Elevate Experience at St John’s Sports Centre, Freedom Leisure has successfully introduced a unique and engaging fitness experience to the Worcester area.
“By embracing the trend of bodyweight training, providing a diverse class offering and fostering a supportive community environment, the studio has become a popular destination for individuals seeking an effective and enjoyable fitness solution.”
LEE Valley White Water Centre has been recognised as an ‘outstanding’ venue in a tough, new two-day assessment by Sport England’s continuous improvement tool for leisure facilities, Quest.
Quest was first established more than 20 years ago to measure how well a facility is operating and how effective organisations are across a range of topics.
The renowned award has evolved over the years to keep pace with the ever changing sport and leisure industry, and is still the sector’s bestknown improvement programme, with its rigorous assessments challenging even the best UK leisure centres.
Quest’s operations director Caroline Constantine said: “Quest Plus is such a demanding process. By meeting Quest’s high standards for ‘excellent’ centres and achieving an overall accolade of ‘outstanding’, Lee Valley White Water Centre has shown its commitment to providing quality facilities and service to its customers.
“In these tough economic times it is more important than ever that local
leisure facilities can demonstrate their value, and the Quest process helps them do just that; enabling facilities and their teams to have the quality of their work both recognised
and nationally accredited, as well as showing how they measure up against national standards.”
Lee Valley White Water Centre, managed by GLL, a charitable
social enterprise and worker-owned cooperative, operating under the community-brand, Better, underwent the Quest Plus assessment; a twoday evaluation including a number of compulsory modules on day one, including Tackling Inequalities and Environmental Management, as well as a variety of topics to help the facility make progress in specific areas of its business on day two.
The venue also went through a mystery visit.
By achieving an overall rating of excellent in both Quest Plus and its Mystery Visit, the former Olympic Games venue has been awarded the accolade of Quest Outstanding.
Jon Lea, general manager at Lee Valley White Water Centre, added: “We’re delighted and immensely proud of the entire Lee Valley White Water Centre team for this exceptional achievement.
“Their unwavering dedication and tireless efforts in preparing for the assessment have paid off, and we are elated to have earned the coveted ‘Outstanding’ rating.”
InBody UK has strengthened its client services offering with a new service support team.
The body composition company has invested in a specialist team who will be responsible for responding to all customer enquiries from anything related to operation of the devices through to the integration of third-party software.
Service supervisor Hayley Fowler joined InBody UK at the end of 2022, while technical support lead Adam Pankhurst started in January this year. With a range of experience in customer and technical service, both Adam and Hayley are well versed in customer relations and understand the importance of service for InBody customers.
Since joining InBody UK the pair have worked closely with the European team to mirror their success. Head of service Harm Koks has been instrumental in helping the team to refine its existing processes.
To further cement their commitment to InBody customers, both Hayley and Adam have achieved an advanced Level 3 Technical accreditation, with Adam securing top marks for the European class, while Hayley has become the first woman in the UK to complete any technical accreditation like this.
Francesca Cooper-Boden, InBody UK
co director, said: “I am incredibly proud of the effort and application shown by both Hayley and Adam. Service is an important part of InBody’s offering and being able to support our customers through education and service support remains a strong focus – it’s what makes the InBody device a top choice for many.
“With the new team in place, some of the recent changes we’ve made to improve our customer service is creating a new ticket booking system and improving our team’s knowledge to an accreditation level they’ve not worked at before.
“Knowledge sharing and learning with our European and global teams ensures we’re up to speed with any changes
as soon as they happen which means they can be implemented with our UK customers from a UK base.
“With a robust process in place we can focus on ensuring we can quickly respond to customer queries and have the right answers to the questions we’re asked.
“Bioelectrical Impedance Analysis is an ever advancing learning curve and we must not only keep up in service but also strive to lead.”
With clients spanning across the UK, InBody now outsources a third-party to complete some minor device repairs and servicing.
To guarantee clients receive the best experience, the team launched a
bespoke training accreditation for our outsource engineers.
Francesca added: “From working closely with the European division, we have created a bespoke Level 4 Service training course and all of our third-party engineers must complete and pass this training to be able to work on our devices.
“Our body composition devices are incredibly high quality and so the relationships we have with these partners is essential as is their control and management under the new UK service team.”
Committed to delivering a complete service, InBody UK has also developed a robust after-care programme to help maintain ongoing relationships with its customers.
“We encourage all of our customers to invest in an annual service so they have confidence that the device is operating as it should,” added Francesca.
“Plus, we provide a two-year standard warranty and peace of mind packages, for up to five years, to ensure longevity and operational success.
“We have aspirations to be the go-to brand for body composition across the UK so it’s essential that our machines are well looked after and continue to be as accurate and effective as when they were first installed.”
ACTIVE IQ, a leading awarding organisation in the UK physical activity sector, and Future Fit, one of the UK’s foremost providers of education and learning and development solutions in the health and physical activity sector, have announced their partnership and the development of two new management qualifications set to launch later this year.
The collaboration between the industry giants brings together their shared vision and values, aiming to address the skills gap and elevate the professionalism of the sector.
Launching later this year, the Active IQ Level 3 Award in the Principles of Management is designed to provide learners with a comprehensive knowledge and understanding of management principles.
Throughout this qualification, learners will cover essential topics such as effective decision making, leadership styles and models, the role and processes of management, performance measurement, and equality, diversity, and inclusion in the workplace.
The second qualification, the Active IQ Level 3 Certificate in the Principles of Management and Business, builds upon the foundation of the Level 3 Award and expands the scope to include additional critical areas.
Learners will delve into topics such as business innovation and growth, budgeting and finance, recruitment processes, performance management, and how to facilitate professional development and implement a performance appraisal.
These new qualifications have been developed in response to the need for a structured pathway to professional management roles within the physical activity sector. By partnering with GM Active, a group of operators representing the twelve councils in Greater Manchester, who are responsible for 99 leisure and sports facilities, Active IQ and Future Fit have identified a gap in business and management experience among individuals working in these roles.
The qualifications aim to bridge this gap and create a pipeline for progression from gym instructor and personal trainer positions to junior leadership roles within GM Active.
Stuart Liversedge, business development manager at Active IQ, said: “We are delighted to collaborate with Future Fit, one of the leading providers in the industry, to create these innovative management qualifications.
“Our shared vision and values have allowed us to develop qualifications that address the specific needs of the sector and offer learners a
comprehensive understanding of management principles.”
Future Fit has played a significant role in the development of these qualifications, with their expertise and insights directly informing the content and structure.
Tom Godwin, group operations director at Future Fit, added: “Our relationship with Active IQ and our combined commitment to excellence in education has paved the way for this partnership.
“These qualifications, tailored to the needs of GM Active and the sector as a whole, represent a significant step in professionalising management roles and ensuring the highest quality service for the public.”
The Active IQ Level 3 Award in the Principles of Management and the Active IQ Level 3 Certificate in the Principles of Management and Business are the first of their kind, specifically written to meet the needs of a major leisure trust.
What sets these qualifications apart is their bespoke nature, providing relevant and practical skills that directly improve the success rate for learners.
The target audience for these qualifications includes organisations like the aspiring leadership team within GM Active, with the aim of enhancing their professionalism and
career prospects.
By closing the staffing gaps across the leisure trust, GM Active has ensured the continued delivery of the highest quality service to the general public across their leisure centres.
With approximately 50 managers enrolled, these qualifications have the potential to impact as many as 500800 individuals within the sector.
Future plans include the nationwide rollout of these qualifications, extending their impact across the UK.
The partnership between Active IQ and Future Fit is built on the goal of championing quality education and thought leadership.
Together, they aspire to expand their collaboration and explore opportunities in the international fitness market, making bespoke training available to major organisations in the health and wellness space. These qualifications are particularly relevant in the current landscape, where many individuals have found themselves in management roles without the necessary background or skills.
The aim is to reward and recognise these “accidental managers” by providing them with the appropriate training and promotion opportunities.
Further information will be available when these qualifications launch later in the year.
ALLIANCE Leisure has teamed up with Ollie Bell, an emerging technologies consultant and co-founder of Roster, a Web3 education business, to support the sustainability and growth of its business.
John Leaver, marketing and framework director, said: “The world is changing and its changing fast. Web3 and blockchain technologies are presenting opportunities to improve data efficiencies and securities at all levels of the supply chain whilst AI and machine learning are driving faster and more informed decisions that have the potential to reduce costs and improve delivery times.
“As a forward-thinking innovator within the leisure development space, it is vital that the Alliance Leisure team recognise the possibilities and understand how technologies might be applied to drive efficiencies and improve outcomes, both for our own business and for our clients.
“Working with Ollie and Roster, we are providing training and education to our teams that includes the exploration of practical examples of how these new technologies are already being used by other companies and industries to solve problems and improve efficiencies.
“For example, HM Land Registry is already working with a digital specialist to explore how smart contracts and blockchain technology could improve security and efficiencies at all stages of property and land transfer.
We want to learn from best practice and apply it to our own model and processes.”
Ollie is the former commercial director at the Chartered Institute for the Management of Sport and Physical Activity and graduate from the Oxford University Blockchain Strategy Programme. He added: “Digitalisation and new technologies offer tremendous opportunities but a lack of understanding and knowledge often hinders their adoption.
“Working with curious, industry leaders such as Alliance Leisure, we are demystifying these technologies and creating a trusted point of entry looking for anyone looking to harness the power of Web3.
“Through the application of unique learning models, we simplify what many consider to be an overwhelming field and empower people to step into the Web3 arena with knowledge and confidence, supported by a network of industry innovators.”
Alliance Leisure is no newcomer to innovation and the adoption of cutting-edge technology.
Commercial director Paul Cluett added: “We keep our finger on the technology pulse to ensure the services and products we recommend and integrate for clients take advantage of the latest advances.
“We were the first to install an immersive cycle studio in Scotland, we introduced TAGactive – the digitally gamified adventure play arena for all ages – to the public sector and we are currently working with FlareForm on the roll out of their immersive Future Studios.
“This new partnership with Roster is an extension of our commitment to innovate, learn and stay ahead of industry trends.
“By harnessing the power of emerging technologies, we will drive evolution within the leisure and leisure development industries to ensure ongoing exceptional service delivery to clients.”
PUPILS at St Peter’s Catholic Primary School in Hazel Grove have been enjoying some exclusive holiday camps thanks to a scheme by Life Leisure.
The activity sessions, which are run by Life Leisure’s Active Communities team, have been organised to provide children with activities and care throughout the year, particularly when St Peter’s school holiday dates differ to the rest of Stockport primary schools.
Around 35 children a day attended the camps to enjoy a range of activities organised by the leisure club, including treasure hunts, dodgeball, football, pickleball, dancing, bowling, giant Jenga, cricket, lacrosse and much more.
Sam Roberts, lead coach at Life Leisure, added: “We love running these activity camps and look forward to them each summer.
“Not only are they a huge help for parents, but we get to have a great time ensuring children in our community stay active and healthy.
“As well as the usual football, pickleball and dancing, we also enjoyed a beach day in the rain, where the children made mocktails and had ice lollies. It was a lot of fun.”
CLOTHING & MERCHANDISE
FLOORING
UPHOLSTERY
WEIGHING & BODY COMPOSITION MACHINES
WHAT ARE THE STEPS OF OUR REFRESH?
Equipment stripped down Worn parts replaced
Frame sandblasted
Powder coated in any colour
Pads re-upholstered
Equipment rebuilt and tested Installed on site
12 month warranty for complete peace of mind
AFTER
