Workout August 2021 by Script Media

ISSUE 328 August 2021 £3

Reaching out to community transforms people’s mental health and wellbeing page 6

‘First-look’ pictures of new gym revealed page 8

Book your place at our first ‘Tomorrow’s Workout’ conference page 17

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Sport and physical activity in Leicestershire chosen as one of eight ‘trailblazers’ A BID from CIMSPA, Leicestershire Colleges and the East Midlands Chamber has been selected as one of eight Local Skills Improvement Plan trailblazers, and one of 18 Strategic Development Fund pilots, as part of the Government’s £65m Skills Accelerator programme. CIMSPA, together with Leicestershire Colleges, Leicester and Rutland Sport and the East Midlands Chamber, put together a successful bid based on the vital role that sport and physical activity can play in the overall health and prosperity of the Leicestershire and Leicester city areas. Tara Dillon, CEO of CIMSPA, said: “It’s fantastic news that this joint bid has been chosen for these two initiatives. “This is a significant recognition from the Government of the vital role that our sector can play in the health and prosperity of the population within Leicestershire, but also across the nation. It is also recognition of the progress made in recent years to professionalise the sector and its workforce. “Sport and physical activity directly contributes to the physical health of a population, but can also help to tackle inequality, mental health, loneliness and community cohesion. “As a profession, we have an excellent track record of providing high quality, highly skilled job opportunities for young people and providing career pathways that encourage social mobility. “This will benefit all parts of the sector, including further and higher education institutions, training providers, awarding organisations and employers. “We see this as a blueprint for the future and, if successful, we will aim to roll it out nationally.” CIMSPA and the colleges involved – Loughborough College, Leicester College, the SMB Group, and North Warwickshire and South Leicestershire College – will explore how the further education and physical activity sectors can play a role in health and the wider economy – particularly around preventative health and long Covid recovery, as well as other social issues such as youth crime, education, the ageing population and social mobility. Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk

Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia. co.uk Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk

Studio manager: Stewart Holt sth@scriptmedia. co.uk

www.workout-uk.co.uk

Tara Dillon

The bid set out the case for positioning sport and physical activity as an extension of the National Health Service, in alignment with the Government’s Sporting Future and Sport England’s Uniting the Movement strategies. It also highlighted that the sport and physical activity sector is significantly ahead in its development of an employer-led skills system, with CIMSPA leading the development of a single set of professional standards and the alignment of more than 1,000 instances of training including apprenticeships, National Diplomas and Degrees. For the past nine months, a collaboration between CIMSPA, County Active Partnerships and local further education providers on six pilot projects has also led to successful engagement with large numbers of employers. Jo Maher, principal and CEO at Loughborough College, added: “Collaboration is the key to supporting the skills-led recovery from Covid. The impact on human health has never been more important to understand and to improve. “We’re so delighted to work with all the Leicestershire general further education colleges, CIMSPA and the Chamber because, through our shared value set and excellent employer network, we can support our fantastic region, and beyond, to thrive.” The Local Skills Improvement Plan trailblazers are designed to set out the key changes needed to make technical skills training more responsive to employers’ skills needs within a local area, backed with £4m of funding.

Gym and fitness sector invited to enter awards FITNESS and gym providers are being invited to enter this year’s bfa HSBC British Franchise Awards as the prestigious event returns this year. Known as the ‘Oscars’ of the franchising industry, the awards celebrate the innovation, dedication and devotion of franchisors and franchisees, with the awards night set to take place on November 30. Pip Wilkins, CEO of the British Franchise Association, said: “There have been incredible displays of commitment to franchising over the past year. “It has been an extremely tough year but fortunately, many franchise businesses thrived with the support we were able to provide, such as training and helpful information. “With the vast number of redundancies or career changes that many have experienced – especially during Covid - franchising is a great route to self-employment. “It has the potential to turn someone’s passion into a career alongside a positive work-life balance. “Community is a huge part of the franchising world, and these awards are a place for everyone to come together to share their experiences and celebrate their achievements. “I have been overwhelmed by the resilience of the whole franchise

network during the challenges of the past 12 plus months. “I can’t wait to hear from the many franchisees and franchisors who have really gone above and beyond and become shining examples of the very best the franchising industry can be.” After a challenging year, the British Franchise Association welcomes entries from its fitness and gym members who are invited to share their story. Non-members wishing to enter will be able to enter the HSBC Best In Class Multi-Unit Leader award only. The categories for the bfa HSBC British Franchise Awards 2021 are: Franchisor Categories n Franchisor of the year: Bronze, Silver & Gold n Emerging Franchisor n Leadership and Culture Franchisor n Business Resilience n Sustainable Warrior Franchisee Categories n Lifestyle Franchisee n Next Generation Franchisee n Local Focus Franchisee n Resilient Riser n HSBC Best In Class Multi-Unit Leader (open to non-bfa members) n Franchisee Of The Year - People’s Choice Entries close on August 13.

Health and safety accolade no accident SANDWELL Leisure Trust has been awarded the highest possible accolade in the internationally-renowned Royal Society for the Prevention of Accidents 2021 Health and Safety Awards. The Black Country-based company has landed the coveted Order of Distinction (for 15 consecutive annual Gold Awards) and is the only leisure trust nationwide to ever achieve this distinction. Gold Awards are awarded for superior health and safety performance and excellence among companies that primarily offer services direct to guests and visitors – and this latest and 15th continuous accolade is for the period of January 1, 2020 to December 31, 2020. Chief executive Ash Rai said: “It’s a massive achievement to be consistently successful in the toughest health and safety competition in the world. “This is fantastic news and testament

to the team’s sterling efforts across all the Trust’s facilities over the past year – especially in these most challenging of circumstances. Maintaining the highest standards of health and safety continues to be a priority for the Trust. “This achievement again underlines the expertise and hard work of our teams to have safe and proper practices in place and also provide a Covid-secure environment for staff, customers and visitors across all our sites.” Because of the current social gathering restrictions, SLT will receive their awards by post in August – with a live Virtual Awards Ceremony held in early September, hosted by broadcaster and journalist Ed James, plus RoSPA president Baroness Jolly, and RoSPA chief executive, Errol Taylor. Lynda Bateman, chair of The Trust’s Board, added: “The RoSPA Award is

the most highly-respected health and safety accolade globally, so we’re extremely honoured again to be recognised as a world-leader in health and safety practice. “SLT was initially the first Leisure Trust to achieve the RoSPA Gold Award – and also the President’s Award for 12 successive Golds – but to retain the award over 15 consecutive years and be the first leisure trust awarded the Order of Distinction, really does demonstrate the consistent high standards achieved by all staff at all the Trust’s facilities.” The RoSPA Awards not only focus on commitment to accident and ill-health prevention, but occupational health and safety management systems, including practices like leadership and workforce involvement. It received some 2,000 entries from organisations around the world this year.

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York Sport signs partnership agreement with YOUR Personal Training to support demand YORK Sport has signed a 12-month partnership agreement with YOUR Personal Training to support its recovery post lockdown. The agreement will help many of the leisure operator’s 8,000 members to access exceptional personal training. York Sport operates sport and leisure facilities at the University of York, including two sites with gym facilities; York Sport Village and York Sport Centre. The partnership will see YOUR Personal Training providing PT services at both

locations. Ashley Smith, senior operations manager at York Sport, said: “Since 2012 we have developed and delivered exceptional facilities and services to the local community, staff and students. “We want to provide outstanding personal training services to our members too, but our current focus is on Covid recovery, member experience and retention; we are keen to meet and exceed the expectations of all our members and for this reason we are

really excited to be expanding our offer alongside YOUR Personal Training. “We are not looking for quick sales and low retention; this agreement has been made on the basis that PTs provide a quality, premium service to those who require such. “As life slowly returns to normal, the demand for personal training has increased hugely. “This partnership agreement with YOUR Personal Training will contribute towards our collective goals and targets

Hussle brings gyms additional revenue via people who don’t currently engage with traditional memberships. ‘Try-before-you-buy’ customers, occasional users and customers requiring multi-venue workout options no single operator can provide.

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by allowing us to meet PT demand with a dedicated team of personal trainers, who will be able to provide sessions to members at times which suit them best.” Aaron McCulloch, managing director at YOUR Personal Training, added: “Quite rightly, York Sport wants to focus on its Covid-19 recovery by looking after as many members as possible. “This partnership enables us to provide services to meet that demand while York Sport focusses on general member welfare and care.”

In the last 18 months Hussle has:

66,000 14,000 30,000 DISENGAGED E X- M E M B E R S BROUGHT BACK

C U STO M E R S ENCOURAGED I N TO GY M S

T R Y- B E F O R E -YO U B U Y C U STO M E R S C O N V E RT E D I N TO DIRECT MEMBERS

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D2F Fitness kits out Places Leisure Camberley IN PARTNERSHIP with Places Leisure, D2F Fitness has completed works on the creation of a dedicated functional training space as part of the multimillion pound redevelopment of the leisure centre in Camberley Surrey. In addition, D2F has also supplied consumables and storage solutions for a multi-purpose sports hall, two group exercise studios and a climate-controlled hot yoga studio. “This is a project we are really proud to have been a part of,” said John Lofting, MD of D2F Fitness. “The new development is absolutely stunning. The investment in Places Leisure Camberley, formerly the Arena Leisure Centre, completely redefines leisure provision in the area, creating an activity hub that will serve the community for many generations. “Whilst D2F only played a small part in the overall project, we have taken our contribution really seriously and are extremely proud of what we have created.” The dedicated functional training space is integrated into a 845sqm open plan gym, located on the first floor next to the sports hall, that occupies approximately a third of the total training space. The area is defined by equipment rather than physical dividers, helping to reduce barriers and encourage engagement. A multi-station, D2F exclusive, builtto-order Tesseract rig provides the main frame for activity in the space. John added: “It was really important that the rig complemented the training space rather than defined it.

“Places Leisure opted for a grey gloss finish that blends into the environment rather than dominates it. “Whilst the rig will undoubtedly play a central role in the utilisation of this space hosting personal training, independent training sessions and small group classes, we have also maintained adequate clear floor space to enable free, independent exercises and movement.” All equipment storage solutions are also part of the D2F Tesseract range, creating an environment where all components, including the metal works, contribute to the overall functionality and visible impact of the space. D2F has also supplied a versatile prowler to complement the 10m artificial turf track that runs the length of the functional training space. Most of the functional kit included, such as Kettlebells, boxing gloves, mitts and pads are provided by established US

brand TKO Strength and Performance, distributed to the UK exclusively by D2F Fitness. In the two, 184sqm, group exercise studios, D2F has provided Tesseract storage solutions providing easy accessibility to a selection of exercise equipment including Powerbags, medicine balls, Dumbbells, boxing equipment, Les Mills Pump sets and mats. Each studio is served by a sizeable walk-in storage cupboard housing a range of D2F supplied exercise equipment to accommodate up to 50 class participants. The third studio has climate control functionality to enable specialist temperature dependent disciplines such as Hot Yoga. Complimentary equipment including mats, blocks and straps have all been provided by D2F.

Finally, in the first floor sports hall, D2F has installed a further selection of Tessseract storage units, in a grey gloss finish which carries the theme throughout. These units provide flexible storage for a range of fitness equipment to extend opportunities to host classes in the sports hall. Places Leisure commissioned D2F to deliver these works in October of 2019 as part of an official preferred supplier agreement. Following a full site survey and several on-site meetings which took place between January and June 2021, the installation aspect of the project took just four days. Paul McPartlan, chief executive at Places Leisure, added: “D2F has been a trusted partner for many years across our entire UK leisure portfolio. “The D2F product range, which includes best in class suppliers sourced from around the world, continues to evolve in line with market trends. “This is absolutely instrumental in our successful maintenance of a training provision that inspires, motivates and engages across an extremely diverse array of needs. “We also really value the professionalism of the project management. Having a dedicated, hands-on project manager, provides us a direct line of contact we can access any time and at any point on the project’s journey, from concept to completion. This improves efficiencies and maintains project flow, helping ensure high standards are met and projects are delivered on time.”

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SLT Portway gym and fitness instructor Scott Parish in action with Reach Programme beneficiary Laura Halsall.

Reaching out to community transforms people’s mental health and wellbeing A FREE community lifestyle initiative across Sandwell in the Black Country has been hailed an unqualified success by the people it benefitted. The ‘Portway Reach’ programme by Sandwell Leisure Trust provided 119 qualifying residents with a free ONE card membership for 11 weeks during April to June 21 – for unlimited access to gym, swimming and fitness classes – in a bid to re-engage and support people over the age of 18 in the local community directly affected by Covid-19. John Harling, leisure manager at

Portway Lifestyle Centre, said: “We’re absolutely delighted that so many customers have benefitted from this targeted funding, with some excellent feedback received as well. “It’s very gratifying to see and hear that this free scheme seems to have made the biggest difference to mental and physical health over lockdown – and made such an impact on so many aspects of pandemic life. “We will continue to offer support to all of the Portway Reach members, as we gradually return to more normal operations after Freedom Day.”

Funded by the National Lottery’s Coronavirus Community Support Fund, Portway Reach sought to increase the confidence and self-esteem of individuals by reintroducing them into SLT centres and back towards a healthy and active lifestyle. It was spearheaded by Oldbury facility Portway Lifestyle Centre, but due to the restrictions of booking under pandemic guidelines was extended out to the eight other SLT centres across the borough too. Each participant completed a

survey on finishing the programme and the key findings revealed: n 89 per cent said it had a positive impact on their mental health. n 74 per cent felt it has improved their sleep. n 68 per cent said it had improved their general eating habits. n 68 per cent said it has improved their confidence. n 89 per cent have been motivated to improve their activity levels. n 67 per cent intend to continue with their membership once the programme had expired.

Beryl, 85, completes fitness qualification

BERYL Edwards of Barnstaple, North Devon is a remarkable lady who, at 85 years young, has proved that age is neither a barrier to exercise nor to being able to encourage others to be physically active. Having just achieved the Active IQ Level 1 Award in Assisting HealthRelated Activity Sessions, Beryl is all set to help others as she has been helped. Beryl came to fitness quite late in life after being referred to Vista Wellbeing for rehabilitation activity sessions following a heart attack aged 79. “I was not naturally an exercise person but the moment I met Anita at Vista Wellbeing, I felt encouraged and welcome,” she said. “I feel so lucky to have found Anita. Her classes are just for people like me who have long term illnesses and who can’t manage normal keep fit sessions. “Vista Wellbeing is a wonderful organisation: they are so professional, knowledgeable and helpful. Anita and Phil let you work at your own pace. If you can’t do it one way, she always finds another way. There’s always an alternative and you never feel like you’re failing.” Beryl was so impressed by the classes that when Anita asked for some people to volunteer to help, she jumped at the chance. “I thought I’d be meeting and greeting, making tea and helping out a bit but, in fact, Anita wanted me to do a proper course and get a qualification,” she added.

Beryl Edwards (fourth from left) with her walking fitness group. “Fancy being offered to do that at my age. I decided to give it a go even though I knew absolutely nothing about exercise: I had no idea how much was involved.” Beryl felt she had landed on her feet when she was introduced to Sue Ward, her tutor at The Kinetic Training Academy in Barnstaple. “Sue was excellent: I had no idea of the terminology and she was so patient and supportive,” said Beryl. “I can’t praise Sue enough: she spoke to me in terms that I could understand and was really impressive how well she shared her knowledge. “I found some of the course challenging as it was a totally new world. “Then lockdown hit and I had to continue learning through Zoom on my iPad. What an eye-opener.” “Beryl has a delightful manner and attitude and was a joy to teach,” added Sue. “She was eager to learn and picked

things up quickly. “I have no doubt her personal experience helped her appreciate the content of the qualification and I know she is already applying her knowledge to great effect at Vista Wellbeing. It’s been a pleasure to teach her and I’m delighted it worked out so well.” Beryl knows first-hand how difficult it is to get started with exercise, especially at an older age or after an illness. “If Anita hadn’t been so welcoming and understanding I wouldn’t have stuck it out,” she added. “I had lost my confidence and was worried about how much I could exert myself. Anita put my mind at rest immediately and I felt so much better from doing the exercises.” “Beryl is an amazing lady and did a brilliant job with our qualification,” said Jenny Patrickson, Active IQ managing director. “We know how important it is for

trainers to have empathy and Beryl is the perfect example of how combining training with life experience makes for a wonderful assistant in delivery healthrelated activity. “ I’m sure she will find it very rewarding to be able to motivate others in this way.” “Now I have my qualification, I can take the warm-up or cool down and may even teach a few exercises too,” concluded Beryl. “Aside from helping others, I also now know how to manage my own aches and pains, how to ease out muscle tension or mobilise stiff joints. “Finally, my confidence has grown through doing all this and I’ve joined groups and tried new things which I’m really enjoying. “I now have a lovely group of Vista Buddies and have made many new friends too: the whole experience has totally changed my life.”

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‘First-look’ pictures of new gym revealed CAMBRIDGE Country Club is inching closer to its official autumn opening and has now released new pictures of its lavish, newly fitted gym. The gym will be available for members and those visiting the Club who wish to use the fitness facilities during their visit. Laura McLaren, head of spa and leisure at Cambridge Country Club, said: “The new gym facilities will certainly bring a new lifestyle element to the local residents and guests visiting from further afield. “The completion of the gym has accentuated the whole development and will certainly enhance the luxury experience on offer at Cambridge Country Club.” Equipped with the latest Life Fitness technology to support a wide variety of workouts and fitness levels and set across a large open plan workout space, the workout area comprises of four sections:

n A functional fitness area centred around the revolutionary Synergy 360 group training rig. The Synergy creates five individual training areas with medicine balls, kettlebells, monkey bars, a punch bag, and cable pulleys within the functional space to optimise the use of the area. n A cardio area which boasts six integrity series treadmills, recumbent and upright bikes, and powermill steppers with internet connected monitors for Spotify, YouTube, or ondemand instructor-led workouts for users to follow. The high intensity cardio equipment includes several concept2 rowers, two ski ergs and a number of ICG series eight bikes which provides advanced power outputs akin to a Watt Bike. n Two large strength areas complete the space, with the assisted strength area containing 12 selectorised cable and supported strength integrity series

machines for allowing members to push, pull, press and row at every level. The strength and conditioning area is kitted out with Hammer Strength premium equipment, dumbbells from one to 40kg, elite half squat racks, a smith machine and plate loaded chest press, row and a leg press machine. The gym also hosts two dedicated studios – one for Spin and one for group exercise classes. The ‘Spin Space’ studio has 13 state-ofthe-art ICG 6 bikes, which are equipped with coach by colour technology allowing class goers to experience levels of difficulty relative to their own ability within a class environment. With atmospheric decor and LED feature lighting, the space provides the perfect immersive workout setting, even including a large screen at the top of the room which offers visual effects to transport users to riding along a coast line, or to a race style spin class.

The ‘Studio Space’ group exercise studio boasts a large exercise space. Containing custom storage for its own equipment, the room is ideal for a class environment that can have either equipment or totally clear floor space. Large apex windows also give the room lots of natural light and a beautiful view of the club grounds. The health and performance team are educated and experienced above and beyond the typical practitioner. The Country Club has a genuinely multidisciplinary team consisting of physique and body transformation experts, injury and medical referral specialists and high-performance sports and strength and conditioning coaches with success in recreational and worldclass sports. The health and performance team can cater for health, fitness and sporting enthusiasts and professionals at any level by working together.

Rena Health and Leisure sister site signs up 271 new members in seven weeks THE last 18 months have been a very turbulent time for businesses across the world and the UK fitness industry has not been any different. Rena Health & Leisure however, has put this behind them with their recently finished membership drive campaign which pulled in 271 new long-term members to their club. After a successful marketing campaign at one of their sister sites finished in June, it was a no-brainer to repeat the process, and the results speak for themselves. Rena Health & Leisure has lovely facilities including a gym, swimming pool, sauna and steam, however there is also extremely high competition in the area including Pure Gym, Virgin Fitness, Bannatyne, Fitness First, Third Space and many independent clubs, all competing for a piece of the pie. The real struggle is breaking through the clutter amidst the fierce competition, so using an external company Creative

Fitness Marketing (CFM), was a natural choice. Club manager Dave said : “Mike and Chris were very professional while they were on site. “It was a pleasure to work with them

both. “hey both got along with the team and members which made the experience more enjoyable.” With many clubs discounting memberships post-pandemic, it’s not

enough to simply run a promotion, but strategy, media selection and sales expertise is crucial for success. The multi-faceted marketing campaigns CFM design appeal to the masses and attract many prospects that wouldn’t normally consider joining a fitness centre. The campaigns which include an onsite sales team are structured to boost member numbers rapidly in a short period of time, with the ultimate goal being to increase monthly membership revenue and consequently secondary spend. “With our business model, we pay for all marketing costs upfront which are subsequently recouped through the membership fees of new joiners. “This appeals to many of our clients, as their cash flow in these times is especially tight,” added Dean Godfrey from CFM. To find out if your club is suitable for a CFM campaign, check out www.cfm.net or call Jonny or Harry on 0115 777 3333.

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Advertiser’s announcement

Bring more home fitness buffs into your gym MORE THAN half (52 per cent) of gym members who haven’t returned to their gym since it reopened are having a harder time getting motivated to work out. Now is the time to pull these people into your gym and help them get back on track and reach their goals. For the past year, headlines have proclaimed that the Covid-19 pandemic set back peoples’ health and fitness goals by miles. As fears about the obesity epidemic ballooning, the “quarantine 15” (and more) became a punchline to the pandemic. But for many who had a higher risk of getting the virus, the pandemic was a tipping point toward health. Some were so scared of getting the virus that Covid-19 changed their perspective, priorities, and lifestyle. People who were pre-diabetic or edging into heart problems before the pandemic spent quarantine watching fitness, wellness, and healthy cooking videos online and on their smartphones. In fact, some people who saw the pandemic as a sign to get healthy lost upwards of 130 pounds, according to an NBC News article. But as vaccines have become readily available – and people are feeling safer and more positive about what comes next – those who got fit and healthy during the pandemic may be losing sight of their goals or motivation. Now is the time for gyms like yours to help people get back on track and reach their goals. Why people opt for at-home workouts The stay-at-home economy drove people to purchase high-end devices like Peloton bikes and Mirror devices and to spend millions on fitness equipment from dumbbells to yoga mats. From March to October 2020, health and fitness equipment revenue more than doubled to reach $2.3billion, treadmill sales grew by 135 per cent, and stationary bike sales nearly tripled, according to retail data from The NPD Group. Additionally, global health and fitness

app downloads increased by 46 per cent There are plenty of reasons people opt for at-home workouts. During the pandemic, it was the only option for many people. But in addition to being convenient, there are other reasons why people choose to workout at home: n Cheaper monthly app or subscription fees. n Flexibility to pay only for preferred equipment. n Eliminates time spent commuting to and from the gym. n Easier to stay safe and healthy (no sharing equipment) n No waiting to use your favourite equipment. n Avoid feeling like others are being judgemental. But for most people, finding motivation to workout at home usually becomes challenging over time. In fact, 52 per cent of gym members who haven’t returned to their gym since it reopened are having a harder time getting motivated to work out, according to IHRSA. And 59 per cent miss the gym more than they miss bars (51 per cent) and restaurants or going to the cinema (46 per cent). How to sell your gym to people who exercise at home Now is the time for gyms to encourage people who became at-home fitness

buffs during the pandemic to join a gym. Gyms like yours can also help people refine and build upon the fitness techniques and habits they learned at home during the pandemic — and to keep up the momentum. Considering that 42 per cent of club members miss being at the gym and 36 per cent miss the sense of community that comes with belonging to a gym, according to an IHRSA report, chances are high that people who’ve grown accustomed to working out at home could benefit from in-person workouts. For example, let’s say at the start of the pandemic Susan Bennett was prediabetic and on heart medication. She realised she needed to lose 50 pounds to lower her risk of getting the virus and suffering the worst of the side effects. Susan managed to drop 25 pounds watching free YouTube workouts and using MyFitnessPal, but once she was vaccinated she started going out to eat with friends again and found every excuse not to workout at home. Just imagine how your gym could help Susan hit that final goal by talking up personal training sessions, complementary group classes, nutrition tracking on your mobile app, and more. It’s important to help people who have reservations about going to a gym overcome their fears and concerns by speaking to their pain points and piquing their interests.

When crafting marketing and sales campaigns for people who prefer home workouts, here’s what to focus on: n Get professional guidance on your form, which will ensure you don’t get injured during a workout. n Access a wide variety of gym equipment without having to purchase or find space to store equipment at home. n Get motivated by getting out of the house and into an active environment filled with like-minded people. n Be more social and engaged as part of an energetic community of fitnessminded people. n Gain access to group fitness classes, merchandise and amenities, personal training, and more. n Get a personalised health plan based on a full health assessment and body composition analysis. n Focus solely on your workout – not the dishes, laundry, and all of the other distractions you have at home. Research has shown that people gravitate toward the exercise behaviours of those around them, so if someone is working out solo at home, it’s harder to stick to a fitness plan. So lean into the Köhler Effect, which is a phenomenon where people work harder as a member of a group than when working alone. Although getting fit and healthy at home made sense during shelter-inplace orders, it’s likely not the answer to long-term fitness success for most people. Help home fitness buffs achieve their goals If prospective club members are hesitant about leaving their mobile apps and online workouts behind, make sure your club meets them where they are with what they need. With an all-in-one mobile app, you can empower, motivate, and engage members to achieve and surpass their health and fitness goals at your club. Want to know how ClubWise can help you bring more home-fitness buffs into your gym? Get in touch on 01844 348300 or visit www.clubwise.com

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TRX teams with Myzone to get more people moving in the community MYZONE is proud to announce a new partnership with TRX to increase levels of physical activity across EMEA through training and education online, at home and in the gym. TRX is known in gyms around the world for its extensive product range that includes the popular suspension trainers, offering world-class training for everyone, regardless of their fitness level. Not only does this bring more incentive for people to move both in the gym and at home, but TRX shares the Myzone ethos of rewarding effort over ability and levelling the playing field for everyone. “Myzone and TRX have gone handin-hand for years in many gyms around the world,” said David Stalker, CEO of Myzone EMEA. “With heart rate training and suspension training so mutually beneficial, it made perfect sense to partner up and offer more to both communities in EMEA’s fitness and physical activity sector. “Combining the benefits of TRX alongside the consistency and

accountability of using Myzone brings a partnership that’s more than the sum of its parts. “In giving everyone more opportunities to move, we can help to positively influence behaviour change, reduce long

term health concerns and continue to have fun throughout the process.” Whether it’s a HIIT workout and strength gains or mobility training and yoga, the accessibility to movement through TRX combined with the

accountability of Myzone is a gamechanger for the gym and the home. It’s another partnership proving that we’re stronger together for the wellbeing of communities on an impressive scale. “TRX Training is a great way to keep the body moving and active,” added Nathan D’Rozario, TRX international education and training manager. “Myzone has always been a great tool to see how your workout is going, so we want to encourage more of our community to use Myzone whenever they are using a TRX Suspension Trainer or any of our Functional Training Tools. “This helps create more motivation through gamification and goal setting. “We also feel it helps bring our community even closer as they are able to share their MEP scores and more via Myzone. “We also know that most gyms in the UK who have TRX Training equipment also have Myzone, so it made total sense to bring both companies together.”

When questioning who buys used commercial gym equipment, you can always rely on the expert team at ServiceSport Finance who offer a simple and streamlined process that makes the rigmarole of buying and

selling equipment easier and slicker for everyone involved. Our simple, one-stop process guarantees operators the best residual value for their assets in the market. As a leading supplier of gym equipment, we don’t just pride ourselves on our ability to offer the most competitive prices. We can provide a range of new and remanufactured equipment to match any budget. Couple this with our refresh process, which provides the option to enhance or innovate your current gym equipment without having to splash the cash on new kit. Not only is this another great way of adding that ‘wow factor’ to your gym floor, it also helps to keep members feeling engaged and motivated to work out regularly. If you would like to discuss how we can help you with used commercial gym equipment, whether you’re in the market to purchase, sell or refresh your existing assets, contact ServiceSport Finance at info@ servicesportfinance.co.uk or call 01257 264 738.

No need to splash the cash on equipment

SCOURING the internet for great deals on commercial gym equipment has become somewhat of a chore for many UK gym operators as they look for ways to cost effectively add to their gym floor offering and, also find out how much their existing gym equipment is worth. The greatest challenge for the industry to date has no doubt been the global pandemic which has had a significant impact on the used commercial gym equipment market. We all saw how much rusty old school dumbbells were listed for on places like eBay and Facebook marketplace during lockdown. However, when gyms were allowed to open once again, social distancing led to many operators having to make a lot of their equipment unavailable to members. This wasn’t ideal but it led to operators having to rethink their gym floor with many deciding to streamline their assets and sell equipment such as treadmills, cross trainers, steppers, upright bikes and recumbent bikes. A risky move maybe, but it generated

much needed funds that allowed gym operators to invest in new gym equipment and enhance the member experience by offering new activities such as functional training areas and small group training sessions.

UK FITNESS SCENE

Common misconceptions about ‘free’ members By Jamie Owens

HOW much do you know about the unit economics of your fitness business? Last month, I talked about the importance of understanding your Customer Acquisition Cost when sourcing new members, as well as your Lifetime Value – the money a single customer generates during their membership. These key data points establish how much you have available to invest in marketing to ensure your business grows. Since that column, Hussle has received an incredible response from gym operators wishing to better understand these metrics and the assertions made. The most common query related to ‘free’ customers – those who signed up as members, seemingly not as a direct result of any marketing. How should they be accounted for when calculating CAC? The first thing to say is I don’t believe any customer is truly ‘free’. There are direct response customers; someone who responds to your paid advertising and, as a result, becomes a member and indirect ones. Let’s say a direct customer cost you £50 to acquire through marketing, they purchased a £50 per month membership and they stay for 10 months, generating gross sales of £500 and net sales of £450 (deducting the £50 you spent on marketing to acquire them). Your CAC is obviously £50, right? Well yes, but also no. If that customer goes on to tell one other customer who signs up too, they

Jamie Owens are an indirect customer. It’s easy to consider this person ‘free’ – they literally walked in and signed up, after all. But they’re not free; they were acquired because of the paid ads that attracted your first member. This is the effect of ‘virality’ and can be measured by a ‘viral coefficient’. Stick with me for the maths. If member #one tells one more customer, then the viral coefficient is one. Add that one to the original customer and you have two customers for your CAC of £50. This means your CAC was actually £25. If member #two also stays for 10 months, you’ll have gross sales of £1,000 and net sales of £950. Not bad. Unfortunately, most businesses don’t have a viral coefficient of one, which makes the maths altogether

more complicated. Let’s say that one in every four members successfully refers another member – that would be a viral coefficient of 0.25. Add that 0.25 to the one original member and you have 1.25 members for the original £50 CAC. This gives you a real CAC of £40 – your original CAC of £50 divided by 1.25 members. In summary, the idea that a customer is free is a common misconception. It may seem harmless but think about the unit economics and you’ll quickly appreciate why it’s vitally important to track the source of all new members, including those who come via wordof-mouth. In the scenario where you

assume customer #two is free, you’ll continue to believe your CAC is £50 and will likely spend less than you could be on marketing. If you have a good understanding of your viral coefficient, you’ll see that your CAC is actually lower and you could (should) be spending more money on marketing, to enable faster growth. Figure this out too late and your competitors could easily be outspending you on marketing and so taking market share from you. Do the maths right now and you can use your data to make better, more effective marketing decisions. n Jamie Owens is the director of fitness partnerships at Hussle.

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You can save money by doing less work

What is Orbit4 and how can they help you? It is the umbrella brand for: FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment. Put simply – imagine a Venn diagram with gym equipment at the heart of it and nearly everything to do with gym equipment surrounding it and you are almost there. Now consider each stage of the asset journey; procurement, finance, servicing and disposal. Consolidate these elements into one platform, sprinkle with smart automation and amazing aggregated partners and you have Orbit4. If you own a gym and aren’t using it, we’re confident you soon will be. CEO Daniel Jones, said: “Gym operators have described Orbit4 as ‘this year’s gift to the fitness industry’ and if you don’t know why, then it’s really worth reading on. “Start thinking differently about how you calculate the true cost of ownership of your asset. How will you purchase, finance, asset manage and dispose of your commercial fitness equipment in the future?”

Why is the launch of Orbit4 such an exciting time for the industry? Orbit4 is the first digital ecosystem that fully automates the entire commercial fitness equipment journey. Once assets are uploaded into the system, the platform auto-populates each quadrant within the dashboard with real-time quotations from suppliers and service providers. Saving thousands of hours of early-stage procurement every year

Daniel Jones

for the industry. In addition, the WeBuyGymEquipment quadrant within the dashboard provides an accurate residual value of the gyms existing asset at any time during the asset cycle. This allows gym operators to make informed decisions when to upgrade their products. Understanding the true cost of ownership is critical and the ecosystem delivers true, live data so operators can recognise the sweetspot of decision making. Is there a cost to Orbit4 for the gym operator? There are two options for Orbit4 -– free and Premium. The free version provides percentage savings that the platform could make if utilised. In addition, many gyms have decided to use the free version to help manage their asset, i.e. having a place to record the asset rather than the alternative, a paper record or excel spreadsheet. The Premium dashboard gives you immediate access to the live quotations for service contracts and new equipment, finance options and the residual value. The cost is £45 per

month or £500 per year. With estimated savings of £24,500 over a five-year period for the average size gym, it’s no wonder gym operators are using Orbit4. How does Orbit4 generate the quotes? Aggregating the industry’s best fitness equipment manufacturers, service providers and traders enables the individual platforms to automatically generate the opportunities and the results are

presented in the Orbit4 dashboard following the bidding process. What’s the future for Orbit4? Orbit4 is here to deliver best value to all aggregated partners and the core customer, gym operators. The fitness industry is playing catch up with other global industries and Orbit4 genuinely delivers efficiencies throughout the process for all related parties while driving good value economically, environmentally and ethically.

How experts create amazing sound experiences in fitness studios ONE thing great group exercise studios are getting right in 2021 is attention to detail. They’re looking beyond the class content and instructors, finetuning the look and feel of the space. Sound quality is a vital part of this, and more studios outside the boutique sector are starting to emulate the upmarket audio experience.

avoiding disruption. Using automated audio and lighting systems can avoid most potential set-up issues. No “which switch lowers the volume?” or “my mic won’t connect”. A simple control pad with preprogrammed settings allows your instructors to focus on the participants. This is especially useful if you use a lot of freelance instructors.

Start with the source Great studio classes need clear guidance from the instructor. That’s why choosing the right instructor headset microphone is so important. Make sure it’s comfortable to wear, hygienic to share among multiple instructors if required, has a strong cable and is sweat resistant. Even the best headset mics will soon decline in audio quality if moisture gets inside.

Pro-active maintenance Finally, great studio sound needs to be maintained. Getting an annual check-up of your audio system helps catch any problems before they become expensive replacements. Most major problems can be avoided by not overloading your speakers and ensuring you don’t have excess humidity causing water damage. Our audio engineers have been creating great sound for fitness studios for over a decade, working with leading brands like David Lloyd, Gymbox and The Gym Group to create unique experiences. To find out more about our audio range, or book an audio design consultation, visit www.evoson.com

Bigger isn’t always better Make sure your speakers are calibrated to the optimal volume. Having multiple smaller speakers at a lower volume will make for a more pleasant member experience than one or two large speakers at top volume. Getting your AV supplier to do a full

sound calibration can make a huge difference to the overall experience. Perfect positioning The shape and construction materials of the room will also have a significant impact on the sound experience. Assuming you have a traditional sprung wood, mirrored studio space, we

recommend mounting multiple speakers along the ceiling in repeating horizontal rows, facing downwards at a 45-degree angle. This will overcome any potential reverb you could get in the centre of the room. Simple controls Part of a great studio experience is

UK FITNESS SCENE

Power Smith Dual System Upper Advertiser’s announcement

The Panatta Power Smith Dual System Upper is an innovative machine made to perform thrust movements of the upper limbs, with independent load and along a particular convergent trajectory that amplifies the range of motion if compared to the traditional Smith Machine for an efficient work and ensuring total safety. The inclination adjustment of the backrest allows thrusting on different movement levels, switching the main focus from high pectorals to delts and trapezius. The height and depth adjustment of the seat and the wide range of the thrust units allow the correct use to users of all sizes and features, while the footrests gives stability by enabling the person to have the correct lower back posture when performing the exercise and avoiding forward slippage of the pelvis. Safety is ensured by the hooks on the push carriages, which can be engaged and disengaged with a simple twist of the wrist, allowing them to easily position at different heights even if the set or repetition cannot be completed. The Power Smith Dual System Upper creates different movements depending on inclination level of the backrest, going from a minimum of 40° to a maximum of 80° with steps of 5° for a total of nine different angles. n LOWER POSITION (Bench incline 40°): Creates a thrust movement on an inclined bench, with a flexion/adduction of the shoulder and simultaneous extension of the elbow; the clavicular portion of the pectoralis major (high chest), the anterior portion of the deltoid and the triceps are mainly activated n UPPER POSITION (Bench incline 80°): It creates the overhead extension movement like the classic slow forward, with an abduction of the shoulder and simultaneous extension of the elbow involving the deltoid (mainly the anterior and lateral bundle), the upper trapezius and the triceps. For all the other inclination angles, muscle activation will gradually shift from the high chest to the deltoids and trapezius as the bench inclination increases.

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UK FITNESS SCENE

Hat-trick of finals for#DoingOurBit By Jenny Patrickson

FOR the past 18 months we have been working with our industry partners fibodo and Study Active alongside NHS keyworker Julie Davis to create and launch #DoingOurBit – a free platform of more than 50 workouts for NHS staff. Since launching in June 2020, the platform has truly gone from strength to strength. What started out as an idea of Julie’s to offer free workouts to her colleagues when the pandemic first hit, has now grown into a wonderful community with 102 NHS trusts signed up bringing the total reach of NHS staff to more than 600,000. I am pleased to say that the hard work put in by all has been recognised by the industry, having reached the final stages of three prestigious awards. As the platform celebrated its first birthday in June 2021, we learned the great news that it had reached the final stage in the HPMA Awards, the ukactive Awards and the Community Fitness Awards. The final stage for the HPMA Awards and ukactive Awards required Julie, Study Active and fibodo to present to the respective Awards’ judging panels. As a sponsor and first-round judge of the ukactive Awards, we had to take a step back from this stage. Indeed, none of our team was

Jenny Patrickson involved in the first stage judging either to ensure absolute integrity and clarity. We got thoroughly behind the Community Fitness Awards’ final round as this included a public vote: thanks to everyone who supported our entry. Awards nominations aside, we are very proud of #DoingOurBit and think it’s pretty special. More than 40 PTs have given their time generously and freely to record a bespoke session for the NHS. At the start of each #DoingOurBit workout the PTs give a personal message of thanks. Every minute of every workout has

#DoingOurBit founder Julie Davis and Royal Wolverhampton NHS Trust staff at New Cross Hospital. been externally verified to ensure the highest level of safety, integrity and quality. From yoga, Pilates and dance fitness to seated fitness, low and high impact sessions, core training and even family fun, there really is something for everyone. As we emerge from the latest lockdown, #DoingOurBit is set to support the physical and mental wellbeing of NHS staff for many years to come. We will keep you posted on the

outcomes of the awards. It’s fair to say #DoingOurBit is up against many other incredible projects and we are delighted to be recognised alongside them. Receiving one or more awards would of course be the icing on the cake but more important is the success and uptake of #DoingOurBit within the NHS: it’s hugely rewarding to know it’s making such a positive impact. n Jenny Patrickson is the managing director at Active IQ

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Life Fitness Introduces Integrity SL LIFE Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio. The Integrity SL incorporates the simplicity of an LED console in a sleek, modern display with intuitive navigation and the technology needed for exercisers to connect and track workouts. Health clubs and vertical markets will benefit from enhanced Integrity SL features that make cardio equipment easier to service and maintenance. The Integrity SL’s upgraded technology takes workouts to the next level with NFC and ANT+ wireless connectivity. Exercisers can seamlessly track workouts by connecting wearables, including Apple Watch® and heart rate monitors, and pair headphones via Bluetooth®. The console’s open platform also allows for expanded connectivity with future devices and apps. With the Integrity SL, exercisers can easily get on and go with familiar functionality, including detailed usage data, quick speed and incline keys, integrated TV controls, and a USB port

for charging devices. Users also have access to up to 22 unique cardio workouts, from HIIT to heart rate workouts, across Integrity treadmills, ellipticals, exercise bikes, Arc Trainers, and PowerMills. Anthony Radek, product director, consoles and software, Life Fitness, said: “The Integrity SL provides facilities with cardio equipment that is easy to service and maintain over time and, most importantly, easy for all exercisers to simply get on and go. “We’re excited to offer the upgraded SL console for our Integrity line, delivering the eye-catching aesthetics, digital connectivity, and reliability that our customers need to engage and retain clients.” The Integrity SL is equipped with new features designed to streamline regular maintenance and service on Integrity cardio equipment. Facilities can now set performance and preventive maintenance metrics, allowing staff to be proactively alerted by a service notification light on the console. This enables facilities to quickly diagnose and service issues.

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