Workout August 2022 by Script Media

ISSUE 340 August 2022 £3

Stockport career opportunities that are fit to shout about

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Operators offered free digital score tool in ukactive’s Digital Futures consultation 2022

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Top London personal trainer becomes an ambassador for Firstbeat Life Page 15

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UK FITNESS SCENE

Gold’s Gym installs standout functional centrepiece with Escape Fitness GOLD’S Gym in Glendale, California has partnered with Escape Fitness to create an eye-catching Olympic lifting centre piece in its gym by installing a stand-out Octagon Frame. With state-of-the-art facilities to suit every fitness ability and exercise preference, the team is dedicated to bringing the latest fitness methods and workouts to its 1,500 members. Troy Richardson, VP of fitness services, Gold’s Gym Socal Group, said: “Gold’s Gym Glendale is about serious fitness. “Our member base is passionate about fitness and wants to be able to lift heavy, using the best equipment. “The Gold’s Gym Glendale team decided to redevelop the centre of the gym after receiving ongoing feedback that members wanted more functional training options. “The Escape Fitness Octagon frame is perfect. It takes up a small footprint, but gives maximum impact, with a lot of members able to work out in a relatively small space. “The heart of Gold’s Gym is having that functional platform so the Octagon frame is now an absolute goto for our members.” What started out in 1965 as a small gym in Venice Beach, California, has since become one of the most well-known gym chains in the world, now an iconic global fitness brand with more than 600 franchisee locations spanning six continents. With a history steeped in bodybuilding, Olympic lifting and strength and conditioning, it has always been essential that the best-in-class equipment is installed to meet the high expectations from its members. “Our members are looking for functionality and top

of the range equipment,” added Jason Taylor, VP of facilities at Gold’s Gym Socal Group. “The customer service and support that I got from the Escape Fitness team was second to none. “They were there through the whole process, no matter what. “If you are looking for strong equipment that’s built to last, the possibilities are endless when it comes to Escape Fitness’ equipment. It has been a great investment.”

The unique design of the Escape Octagon frame range means that the functional fitness training frames offer unrivalled flexibility and an engaging workout experience. The frames can be bought as off-the-shelf versions, or as bespoke customised designs to perfectly suit the unique layout and needs of any training environments or member demands. AJ Sandoval, general manager at Gold’s Gym Glendale, added: “We have a lot of members who come here to do power lifting workouts, so the Octagon frame was the best thing we could have installed to maximise that central space in the gym. “Our members and trainers love it, and all four squat racks are regularly in use. It stands out, is perfect for our membership base and has added a new depth to our training offer.” “Our Octagon functional training frames are totally versatile so they can maximise underused corners and wall spaces or in this case, become a show-stopping focus for any gym floor,” concluded Matthew Januszek, co-founder of Escape Fitness. “Gold’s Gym is renowned for attracting bodybuilding greats such as Arnold Schwarzenegger, Lou Ferrigno and Franco Columbu, and the team has always sought out the latest in leading functional equipment to inspire, engage and motivate future greats. “The Octagon Frame at Gold’s Gym Glendale is a central, functional fitness area that draws the eye as soon as you walk through the door. “The members pushed for it, and we’ve helped them deliver. The frame is constantly in use, proving hugely popular with staff and members. The frame will stand the test of time, even the heavy-duty usage it’s currently getting.”

UK’s first Innerva Health Studio officially opened

OAK Tree Leisure Centre in Mansfield has launched the UK’s first Innerva Health Studio to improve the health and life outcomes of local people, particularly older adults. Operated by More Leisure Community Trust in partnership with Serco on behalf of Mansfield District Council, the new facility features 10 pieces of powerassisted equipment from the British manufacturer Innerva, which can be completed in a 30 to 40 minute circuit. The Mansfield studio provides exercise for everyone – irrespective of age, mobility, weight or fitness level – in a social and supportive environment. David Heathcote, head of business development at Innerva, said: “It is a safe space for people to ease into activity, but as other leisure centre operators have discovered, once users become fitter and more confident they transition to other areas of the centre, including traditional gyms to become Publishing manager: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk Studio manager: Paul Hopkinson ph@scriptmediagroup.co.uk

valued members.” Designed to boost the five elements of healthy ageing – balance, aerobic fitness, flexibility, strength and social wellbeing – the Innerva Health Studio allows the centre to tap into the active ageing market and attract a new demographic of member. This includes older adults and those living with health conditions, including chronic fatigue and long Covid. The relaxed and welcoming environment is ideal for people who are unable or unwilling to use conventional gyms. Members don’t have to wear gym kit or trainers and they are guided through the workout by a fully trained fitness instructor. The equipment features a range of settings, which allow users to find the tempo and resistance that suits them and which they can increase as they get stronger and fitter.

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UK FITNESS SCENE

Operator changes structure to drive customer-centric decision making TOTAL Fitness has made two new appointments to its newly created brand development team, which will oversee the implementation of customer led brand strategies for its 15 clubs in the North of England and Wales. Employing a different approach to the typical fitness industry organisational structure, Total Fitness has chosen not to take the traditional route of a dedicated fitness team, instead forming a brand development team that will think differently, driving innovation through customer insight. Having joined Total Fitness in September 2018 as head of marketing, Kerry Curtis has been appointed to head of brand development and will be leading this unique new team. She will be taking a customer centric approach to the development of brand strategy and product implementation throughout the business. Kerry said: “I’m excited to be heading up the newly created brand development team with customercentricity at the heart of every decision we make. “As an industry of fitness lovers, we all too often develop products for ourselves instead of our members and allow our suppliers to lead on innovation. “Over time we recognise that this can

Total Fitness’ new head of brand development Kerry Curtis (left) and product development manager Dean Zweck. make for an equipment-first, experience- I have our mid-market, community feel later product. clubs to thank for that.” “By absorbing the core fitness product Working closely alongside Kerry, Dean into the brand function, we can ensure Zweck has been appointed as product our approach is intrinsically customerdevelopment manager, after joining centric, richer and thought-leading, the fitness brand in September 2019 as rather than risk the fitness provision personal training manager. existing in a silo. Dean will focus on the creation and “We’ve brought our members on the implementation of health and fitness journey of our product developments; products across Total Fitness’ clubs. they are really engaged and vocal, and He added: “Since joining Total Fitness

I’ve been able to see first-hand exactly how our organisation works differently, ensuring our customers’ needs are top priority. “With this new role and the wider brand development team, we’ll be able to really listen to our members across all of our clubs to build an unrivalled brand experience and create products which we know they will love.” The team’s approach has been evident in the development of the new small group workout product called Squad Sessions. These new sessions went through a full and rigorous product development journey inclusive of focus groups and concept validation. Squad Sessions are just one of the eight ways of working out offered by the fitness brand, which champions the middle market health club sector by offering a variety of ways to exercise and access to more diverse facilities. The pair will also be working across upcoming brand developments both within the existing estate, and along with a new club concept. The new club concept will be designed using a member first approach from the ground up, with customer experience at the heart of the journey, and not just the fitness kit they will be using.

UK FITNESS SCENE

Stockport career opportunities that are fit to shout about A STOCKPORT man who went from gym goer to general manager is urging others to follow in his fitness footsteps and seize exciting career opportunities on their doorstep. Kingsley Child joined Life Leisure as an apprentice straight out of college simply because he enjoyed the gym and ‘didn’t know what to do’. Just 12 years later he is responsible for more than 1,500 members and a team of 10 staff. The 30-year-old fitness fan is encouraging others with a passion for community, health and fitness, to consider a career in leisure. And with around 10 vacancies at Life Leisure centres across Stockport, there has never been a better time to do it. Kingsley, who is general manager at Life Leisure centre in Houldsworth, Stockport, said: “The apprenticeship was the best thing that happened to me. After doing my A Levels I knew university wasn’t for me – the courses didn’t interest me. “When I found out about the apprenticeship it became the obvious choice. I loved going to gym, keeping fit – it was basically

getting paid to do my hobby.” Kingsley completed a year-long apprenticeship with Life Leisure (previously Stockport Sports Trust) where he was responsible for a range of different tasks, from equipment maintenance and cleaning, to front of house and sales. He said: “That experience and everything I’ve done at Life Leisure since then has led me here, which is amazing. “If anyone out there is thinking of doing an apprenticeship, or has that same initial passion I did, I’d say get in touch – you might be amazed where one initial enquiry could take you. “If you met me as an 18-yearold you’d think I wasn’t very confident and just wanted to keep my head down. “Now I really thrive on engaging with people and speaking with members – it’s incredibly rewarding.” Life Leisure is a charitable trust and not for profit social enterprise company which manages 11 sports and leisure facilities in and around Stockport. It also delivers a broad range of sports and physical activity.

Kingsley Child

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Mastermind event brings together more than 100 business owners FITNESS Marketing Agency, the largest marketing agency for fitness business owners in the UK and Ireland, held its latest Mastermind event at The Midland Hotel in Manchester, bringing more than 100 people together in one room. FMA hold three Mastermind events a year, giving these business owners the opportunity to step out of their business for a day in order to work on their business.

Why is this so important? n The networking effect of connecting with likeminded fitness entrepreneurs who are all striving for one common goal – growth in their businesses. n Innovation – it is very easy to stagnate, but connecting with the best of the best in the fitness industry and hearing the latest strategies of what is working now, is how you stay current in this climate. n Planning for the future – as busy business owners it is very easy to fall into the trap of the day-to-day operations of your gym or fitness business. Stepping outside of that environment for one day so you can plan for the future is where growth occurs. The Manchester Mastermind was a whole day consisting of talks, panels, breakout rooms and activities led by industry experts. International speaker and best-selling author and performance coach Paul McGee spoke on all things mindset. Ollie Marchon and Jenz Robinson from the PFCA educated everyone on people, product and profit, providing actionable guidance and information on how to run a successful fitness business and a profitable gym.

The topics they covered were informed by their own personal experiences. They opened up the room to answer any questions and clearly made a strong impact instantly on many of FMA’s clients. Ten-minute show and tell power talks by some of FMA’s clients brought valuable content by discussing their own experiences and expertise within the field. Fitness Marketing Agency’s client Tim Reid from Empowerment Training Centre in Northampton talked about the culture within a fitness business, while Sophie Mclean from Baseline Fitness in Swansea discussed sales processes and systems, and James Bramwell from JB Fitness in London talked about profit margins and Advertiser’s announcement

financial control. FMA’s Mastermind events are exclusive to their clients only and what they provide is at the forefront of the industry. The value, the engagement, the community, the perspective and the motivation it gives you is something that would be hard to replicate. It can be lonely running a business, but connecting with like-minded fitness business owners who are leading the way in the industry is where ideas and collaboration happen. Their next Mastermind event is on Wednesday, October 19 at the Amex Stadium, Brighton. For information go to www.fitnessmarketing.agency to find out more about the Mastermind events and see their clients’ stories.

Encourage teams and members to remain hydrated with customisable water bottles AS TEMPERATURES break records this summer it is important to promote healthy hydration habits amongst your team and your members. To help you do this, Taylor Made Designs supplies a range of customisable water bottles, including an uber cool, insulated stainless steel bottle that keeps water cool for hours, providing a refreshing drink long after refilling. James Taylor, managing director of Taylor Made Designs, said: “The custom branded water bottle has been a stable merchandise product in gyms for many years, both as a retail item and as a member reward. “Over the last few years we have seen the popularity of the plastic bottle be superseded by classy ‘Chilly’ style bottles, which have now become a trendy, must have fashion item with wide appeal. “Members and staff not only want a bottle they can use in the gym, they want a bottle they can be proud to take on their commute, whilst out walking or simply conducting their day to day business.” This is why TMD sourced its insulated water bottle. The product can be custom-branded and is available in a wide range of colours. It is a desirable accessory everyone

will be keen to carry and use anywhere, extending brand presence way beyond the walls of the gym. Dave Hopkins, founder at Proinsight, recently purchased these bottles for his team. He added: “Encouraging our team to keep hydrated is hugely important, especially in hot weather. “Not drinking enough water can cause headaches, lethargy and dizziness which is obviously not conducive to productivity. “Providing our team with these cool, stainless steel, water bottles, not only means they are more likely to carry and use them to rehydrate because, it also increases the visibility of our brand. “Supplying a reusable bottle that is environmentally produced also negates the need for disposable cups, helping to keep wastage to a minimum. We like the bottle so much that we bought enough to also share them with our clients.” To view the range of water bottles available from Taylor Made Designs, including the stainless steel bottle, visit taylormadedesigns.co.uk or contact the team on 01202 473311 or email hello@taylormadedesigns. co.uk

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UK FITNESS SCENE

Advertiser’s announcement

Fitness Marketing Agency enable client to increase revenue by £100,000 per annum TERRY Holt is the proud owner of The Pride Gym, a family-run independent gym based in South Bradford. Having opened in December 2018, The Pride Gym has already won a prized accolade of ‘Gym Centre of the Year 2020’. As a regular gym goer and fitness enthusiast, Terry founded his ‘passion project’, The Pride Gym, an open-door gym with a low-cost, oneprice point membership. Terry put everything he had into the business and was working all hours, leaving little time for a good work/life balance – he knew something had to change.

Terry Holt

This is where Fitness Marketing Agency came in, helping Terry adapt his business and marketing strategy to not only grow the gym membership by 100 per cent but give him back some time and balance. “Since starting with FMA, we have increased our revenue by £100,000 per annum.” The three key reasons for Terry’s success: Adaptability Terry adapted – he listened, he learnt, he grew, and together he introduced small group training sessions / memberships (low footfall, high yield) alongside his original gym membership – increasing his revenue by £100,000 per annum. Not only that, The Pride Gym has recruited 500 members in the last year, 100 recurring group memberships a month, as well as driving more business for their original open gym, low-cost membership. It just shows that if you are willing to adapt your business and marketing strategy, you too could be reaping the rewards. Drive Like many business owners, Terry

is so driven to make his business the best place it can be for existing clients, by adding more value, and for new clients, by offering more options. Terry has used our toolkits and strategies to drive his gym forward and take it to the next level. Long term goal Terry knew his long-term objectives and goals for the business and his family from the get-go – to work hard and put in the hours to make it a success in order to be able to spend more time with his family in the long run.

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With Terry’s hard work, dedication and belief he did just that. Working with FMA takes the guesswork out of lead generation, costs per lead, membership structure etc, and offers the tools to help your team grow the business alongside you. Terry is now at a place where he can spend more time with his family, whilst ensuring he runs an incredible fitness community that continues to bring everyone ‘pride’. If you’re reading this and want help achieving your fitness business goals like Terry, visit www. fitnessmarketingagency.com

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See inside the magazine (which we’ll post to you for free) how 28 UK and Irish Fitness Entrepreneurs converted their fitness business to a highly leveraged business model, with more freedom, profits and happiness.

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UK FITNESS SCENE

Operators offered free digital score tool in ukactive’s Digital Futures consultation 2022 FITNESS and leisure operators have been offered a free digital benchmarking tool and bespoke support, as ukactive launches this year’s Digital Futures consultation to drive sector progress. The second consultation period was recently launched following the inaugural Digital Futures consultation in 2021, which gave the fitness and leisure sector an overall score of 55 per cent – putting it at the ‘Digital Experimenter’ level. Steven Scales, director of membership and sector development at ukactive, said: “This year’s Digital Futures consultation will help us to monitor and accelerate the sector’s progress towards digital strategies that are fit to meet the expectations of consumers going forward. “The free digital tool behind this consultation offers every fitness and leisure operator a golden opportunity to benchmark their own digital experiences and services with the leisure sector, but also with other sectors. “Whether you work in the public or private sector, this consultation provides the perfect chance to plan the next step in your organisation’s digital journey, which will be vital for future growth and development.” Through the Digital Futures programme, ukactive and Sport England aim to drive awareness, understanding and improvement in fitness and leisure

Steven Scales

operators’ approach to digital strategy and provision, across both the public and private sectors. The programme was designed in collaboration with leisure operators and the Digital Futures Advisory Group, which is made up of ukactive Strategic Partners; Gladstone, Myzone, EGYM, Les Mills, Xplor and Technogym. It was also shaped by organisations and SMEs from the fit-tech sector, such as Keepme, SweatWorks, Xn, Volution Fit, Move Technologies, as well as other experts. This year’s consultation invites operators to measure their digital maturity and effectiveness by answering a set of questions designed by digital consultancy Rewrite Digital, which will provide respondents with a (confidential) digital maturity score

immediately. The valuable score tool provides operators with: n Instant score of your organisation’s digital maturity and effectiveness. n Breakdown of your score across five areas of digital. n Comparison of your score with the sector as a whole, as well as compared to your 2021 score (if applicable). n Personalised recommendations and resources based on your score. n Complimentary 1:1 consultation on your digital score and how to grow it, with Rewrite Digital. By completing the consultation, operators will also be helping to drive digital change in the sector as a whole, and shape how suppliers can support the sector better. In addition, some operators will be invited for a more in-depth consultation in 2023, as part of the programme. The sector-wide findings of the consultation will be summarised in a report to be published later this year, helping to track the sector’s progress year-on-year. The work forms part of a programme of activity designed to support operators through the latest benchmarking tools, providing new insights and guidance to modernise and grow. The new consultation comes at a crucial time for the development of the sector, following the Covid-19 pandemic,

which helped to kickstart digital strategies for many operators but also highlight the gaps for others. The Digital Futures 2021 consultation found that 84 per cent of respondents did not have a digital strategy that was up to date, complete, ambitious and supported by an achievable roadmap. Furthermore, 30 per cent of operators said they did not have a digital strategy at all. The Digital Futures Advisory Group believe the results show the sector making positive strides forward, but that digital strategies are missing the appropriate investment and goal alignment to yield strong performance. Alongside the measurement and reporting provided by the consultation, the Digital Futures Advisory Group, led by ukactive, will create new resources and guidance to support operators to position digital strategy at the heart of their overall leisure strategy. The 2021 report also highlighted the lack of case studies for digital as well as a lack of understanding around what the consumer expects from digital experiences within leisure. To bridge these gaps, the group is building a structure for capturing and sharing case studies to support operators’ digital interventions, along with periodic consumer polling to better understand their needs. Consultation closes on August 18.

Advertiser’s announcement

Computerised numerical control at ServiceSport UK What is it? ServiceSport UK has recently invested in a CNC machine at our headquarters in Chorley, Lancashire to support the demand for gym equipment parts and products. The CNC machine is a computercontrolled machine tool that is used to cut and shape nearly any material. It can be used to produce a wide variety of products, including popular gym equipment parts such

as treadmill decks, backing boards for gym upholstery pads and also bespoke branded equipment. Why though? The benefits of the CNC machine are that it is faster, more accurate, and more productive than other manufacturing methods and accuracy ensures consistent product quality. This can be seen by the fact that we can produce up to 200 pieces of bespoke gym equipment in a single day, while other methods would take up to two days for the same amount, and with quality also comes production speed and efficiency which allows for faster production of our products. It saves you time and money when waiting for custom parts when you order from us because goods spend a lot less time being transported and are being made consistently with strict quality control measures. You can always visit us during production to make sure everything is running smoothly and develop a better understanding of our manufacturing process. We are also able to reduce the

number of machine operators needed, which in turn reduces errors and costs. We produce more goods with fewer resources letting us do our part for the environment too. Another feature of CNC machining is that we can customise any part. If you wish you can get in touch and let us deviate from the “boring” designs you are used to seeing and customise your kit, thus helping

build your brand. In addition, machined parts add a twinge of elegance to fitness equipment because of their aesthetically pleasing finish and impressive cuts. To transform your facility and ensure your equipment lasts longer, book in with the team for your extensive equipment refresh today. T: 01257 264738 E: info@servicesport.co.uk

Meet your members where they choose to workout. Myzone helps you support every member get the most from their membership, with tailored workouts that suit how, when and where your members want to move.

Learn more at myzone.org or info@myzone.org or speak to a member of the team today.

UK FITNESS SCENE

Operator leads revival of middle market health clubs as membership levels are restored TOTAL Fitness is championing the middle market health club sector as it reports a 100 per cent return to prepandemic membership levels. Additionally, eight of its 15 clubs in Altrincham, Bolton, Lincoln, Preston, Sefton, Wakefield, Walkden and Wigan have significantly exceeded the number of pre-pandemic members for the first time. Sophie Lawler, CEO of Total Fitness, said: “As we hit the 12-month mark since re-opening I’m really pleased to have returned to our pre-pandemic membership levels – it’s a really great endorsement of our members’ commitments to their fitness journeys following what was a national awakening to the importance of physical (and mental) fitness and therefore resilience. “While the case for fitness clubs is clear (and this is reflected in the demand for

our clubs), the economic case is also quite astonishing. “New research released by Deloitte and IHRSA concludes that every inactive worker costs the UK economy £1,400 per year which is something I think we can all do something about by choosing to live a more active lifestyle. “In a high-variety mid-market offering like ours we do our best to provide as many ways to work out as possible, because we know that keeping fit isn’t always easy even when you know it’s good for you. “We’re excited about the future of the health club industry and are proud to serve our members and communities, and champion our great purpose.” This peak in demand with an increase in members is proof that maintaining a healthy lifestyle is firmly back on the agenda, as consumers continue to prioritise their health and wellbeing

by investing in middle market club memberships. With many gym goers looking for fresh new ways to stay active, they are now embracing health clubs offering a variety of ways to exercise with a wider range of facilities, helping them maintain a healthier lifestyle whilst improving their mental health. Confirming this shift in demand, a recent Total Fitness survey revealed that 48 per cent of new members joining from a previous club came from a ‘budget’ provider. Access to swimming pool facilities across the Total Fitness estate is also a key differentiator and has played a significant role in new member acquisition, with 79 per cent of those surveyed stating that swimming had the biggest influence on their choice of health club. Total Fitness provides members with

a safe and trusted place to work out, as well as offering them an extensive range of facilities and a variety of ways to be active. From large swimming pools and revitalising hydro-pools to a diverse choice of classes and expert personal trainers, the leading health club enables all its members to embrace fitness in a way that works for them, in a friendly and supportive community. Total Fitness has also demonstrated its commitment to new and existing members by expanding its product offering with the launch of Squad sessions, an exclusive new small group training session for up to four people The Squads sessions enable members to exercise with family and friends, meaning they can benefit from a more intimate training session along with the enjoyment of working out with others.

Advertiser’s announcement

Newly opened gym opts for Core from PSLT A RECENTLY opened Leicestershire gym has installed Core equipment from supplier PSLT. Rise in Ibstock opened last October following a two-and-a-half year delay due to the Covid pandemic. The state-of-the-art gym is based in a converted petrol station and car dealership, with some of the original features still visible. Club manager Tom Grimshaw said: “Like all gyms, Covid hit us massively and over the years and gave us a lot of ups and downs. “The building had to change massively to transform it into a gym from a petrol station and a

car dealership. We had to put on a whole new roof and new flooring. “Once inside the gym you forget what it used to be, but outside we’ve made use of the forecourt and some of the other features.” The Ibstock gym is the fourth in the company’s portfolio, which also has other sites in Skipton, Dunstable and Telford, and a fifth is in the pipeline. It features a full CV room, a functional area and a main gym with a Prowler track. There’s also a separate Spin studio, while outdoor classes are held outside in the forecourt in the summer months.

PSLT supplied a Core leg press, lat pulldown, chest press, shoulder press and all of the gym’s benches. Tom added: “We chose Core from PSLT as the kit has such a good reputation in the industry. It’s really durable and hard wearing. “The equipment is simple to use and looks really good, with the silver and black sitting really well within the warehouse type environment that we have here. “I don’t have a bad word to say about PSLT. The service they provided to us was second to none and we will definitely be using them again in the future.”

UK FITNESS SCENE

Advertiser’s announcement

UK gyms – powered by Gymleco GYMLECO has been a leading designer and producer of high performance gym equipment since 1994, and the Swedish brand has just started to take the UK market by storm with a50 Fitness being the UK distrubutor. Professional bodybuilder, fitness coach and Ultra Flex Rotherham gym owner Kuba Cielen has recently invested in bringing Gymleco into his premium training facility. Kuba has started off with a few plate loaded pieces from the range and plans to add many more of the high performance pieces into the gym. Keep an eye out on his social media over the coming months @ultraflexrotherham UltraFlex gym Rotherham attracts gym-goers, fitness ethusiasts, powerlifters and bodybuilders from all around the world with its quality of gym equipment from manuafcturers across the globe. Luckily a50 fitness provided them with Gymleco equipment ‘straight from Sweden’. Some of Kuba’s personal favourites were the Seated Leg Press 043 and Standing Chest Press 028. Kuba empahsised how good the leg press was after the install was made. The leg press has a tasteful and open design that saves space. Movements are stable and smooth thanks to the suspension and unique construction with only one central beam. Additionally, a large footplate and the ergonomically designed seat provides great freedom of exercise, allowing a natural movement that strengthens the front of the thigh. This gym machine has a soft movement and no settings. It makes this machine easy to use whether you are a beginner or have been training for a long time.

Standing Chest Press quoted from Kuba “Brand new in, straight from Sweden, one of the best pieces of kit in this gym. “This incredible piece of kit has been very popular with Westside Barbell the leading innovator in human performance, strength and powerlifting techniques and methodology. “The abilty to move the handles up and down and adjust grips to your need, it makes the machine suitable for every purpose, whether that’s powerlifting or bodybuilding.

“The amazing design is idiot proof and is designed so you literally can not go wrong, also the resistence profile matches the strength in your chest.” Gymleco is aiming to be as successful in the UK as it has been across northern Europe, and with the combined great foundations and innovation and a strong team in the UK with a50 fitness, they are sure that Kuba and many other gym owners will see huge benefits of a partnership with this exciting brand.

AVAILABLE IN THE UK, DISTRIBUTED BY A50 FITNESS

"Gymleco are Sweden’s Largest Designer and Producer of High Performance Gym Equipment" www.a50fitness.co.uk TELEPHONE: 01782 978978 Email: sales@a50fitness.co.uk

"A50 fitness is a 'one stop shop' for your gym equipment needs, built on years of industry experience we offer cardio, strength, free weights, racks, flooring, gym design, installations, and servicing".

UK FITNESS SCENE

Anytime Fitness UK star wins prestigious national accolade ABI Doublard, lead creative designer at health club provider Anytime Fitness UK, has fought off strong competition to win a prestigious national franchising award. Abi was named the Young Woman in Franchising of the Year winner at the 2022 Encouraging Women into Franchising Awards for her significant contribution to Anytime Fitness’ recovery following the Covid-19 pandemic. Abi was commended for her role in shaping Anytime Fitness’ marketing and customer engagement when gyms and health clubs were permitted to reopen in April 2021. Abi’s work on the reopening marketing campaign led to Anytime Fitness’ most successful month for membership sales since it began trading in the UK in 2010. Her efforts in leading a rebrand for the franchise was also highlighted, as well as co-ordinating the creative direction for Anytime Fitness’ first face-to-face annual conference since June 2019. “I’m honoured and delighted to have received this award,” said Abi. “Our clubs and franchisees were hit particularly hard by the impact of the pandemic and I’m proud to have helped them recover and get back on their feet. “Being at the EWiF Awards was incredibly inspirational and it was great

to be in the same room as so many people that have done some incredible work within franchising.” Abi joined Anytime Fitness’ UK

support office as an intern following her graduation in 2017 and has quickly progressed to the role of lead creative designer, becoming an integral part of

Advertiser’s announcement

the marketing team. The awards are an annual event hosted by EWiF, a not-for-profit organisation run entirely by volunteers, providing advice and guidance to anyone looking at trying to break into the franchise industry. Its mission is to encourage more women to consider buying a franchise, to encourage business women to franchise their existing operations and to help franchisors attract more women to their networks. Helen Mansfield, managing director of EWiF, added: “The rising numbers of women finding purpose through running their own businesses, fully supported by their franchise, is a real joy to see. “We’ve been encouraging women to see franchising as a viable route for business success since 2008. “This year, we’re thrilled to have awarded Abi for her contribution to franchising: Her entry really showed how much she contributes to our industry. She’s a very worthy winner.” Abi’s day-to-day role sees her support its network of 185+ clubs with impactful national marketing campaigns and artwork which they can use locally to drive membership sales and support retention.

The importance of looking after your kit KEEPING existing gym equipment and furniture in good condition is vitally important. Although new exercise and weightlifting equipment are advantageous to health and fitness centres, managing the constant attention to customer service and cleanliness is essential. We know that gym equipment can be subject to heavy usage which is why we have a highly trained team of upholsterers based all around the UK, so we can repair the rips and tears in your gym equipment wherever you are! Our team repairs gym equipment pads for a wide range of gym facilities including Nuffield Health, the Royal Navy, Pure Gym and Bannatyne Health Club. All of the clubs and facilities we work with know how important it is to keep their members happy and they do this by keeping their gym equipment well maintained! We specialise in reupholstery of gym equipment and provide the same highquality vinyl that is used by manufacturers. Our team of upholsterers can exact colour match your gym equipment pads, re-upholster in colours of your choice and even add bespoke colours and embroidery to your gym equipment. Adding your brand logo and bespoke colours to your gym equipment is a

fantastic way to motivate your members and market your gym facility. Not only does it look professional, but double stitching and high-quality vinyl mean your gym equipment will last longer while it is under heavy usage by your members. Maintaining your gym equipment upholstery is vital to keeping your members happy. Your current members want to achieve the best workout results by using the best equipment. If your gym equipment pads are out of order, this may stop them from using the machine, preventing your members from achieving workout goals and as a result, moving to a competitor’s gym! ServiceSport UK offers a bespoke service which is tailored specifically to your needs. Our upholstery team can come to your site and repair your equipment there and then, so your equipment is only out of working order for a minimal time. If your gym equipment pads need some TLC, get in touch with the ServiceSport UK team today. T: 01257 264738 E: info@servicesport.co.uk

UK FITNESS SCENE

Top London personal trainer becomes an ambassador for Firstbeat Life LONDON’S most acclaimed personal trainer Luke Worthington has been named as the first PT ambassador for Firstbeat Life, world-leading wellness technology for fitness professionals. Luke Worthington is an internationally renowned personal trainer with more than 20 years of experience within the industry. He has trained a variety of clients from Hollywood A-listers to Olympic athletes and professional football players. Luke is now integrating Firstbeat Life into his offering so he is able to provide his clients with the most personalised training ever, using indepth, accurate data recorded by the Firstbeat device. By integrating Firstbeat Life into his service as a PT, Luke can provide his clients with a deeper offering that looks after their holistic wellbeing as well as their physical training. “Most of my clients are high profile individuals with demanding schedules, changing time zones and lots going on in their lives,” he said. “So, the conversations I’ve been having with clients in recent years has been more about what’s happening outside of the gym and the impact that may have on their overall wellbeing as well as their physical. “Through Firstbeat Life, I can measure heart rate variability which gives a very accurate way to track client’s stress, recovery and sleep and therefore provide an indication of their overall wellbeing. “I can then make meaningful changes to their routines and workouts, to optimise performance.” World leaders in heart rate variability tracking and monitoring In addition to more than 10,000 employers, Firstbeat’s pioneering technology is also used by professional athletes and sports

The data reveals the stress and recovery levels of the client, as well as the restorative effect of their sleep.

More personal and more effective Firstbeat Life brings clinical-grade ECG data into the hands of the fitness professional. It keeps them connected to their clients so they can offer an unrivalled personal training service that always takes wellbeing factors such as stress, recovery, sleep and exercise into account. Firstbeat Life enables trainers to build deeper connections with their clients by offering them a much more personalised and tailored service that can reveal the true state of their wellbeing.

Luke Worthington teams around the world, such as Manchester United and Arsenal FC, to track and monitor performance and recovery. Now all fitness professionals, including personal trainers, coaches, as well as their clients will be able to benefit from the technology too. “We’ve seen the incredible impact on wellbeing our technology can have on the sporting world and now we’re thrilled to be bringing it to the fitness industry too,” added Toby Murray, head of sales at Firstbeat. “Luke is a trusted and wellestablished trainer whose ethos on delivering a truly holistic level of training, and focusing on science aligns well with the Firstbeat Life proposition and we’re excited to have him onboard.”

Firstbeat Life for fitness professionals Firstbeat Life is world-leading wellness technology, backed by scientific data from Firstbeat. It enables personal trainers and coaches to delve deep into the health status of their clients by accurately tracking variables such as stress, recovery, sleep, and physical activity. How does it work? The compact Firstbeat Bodyguard 3 device, a clinical-grade ECG heart rate monitor, is worn by clients for periods of between one and five days, which precisely and reliably measures their HRV. The data is then fed back to the client and trainer through the Firstbeat Life app and admin tools.

Business growth with Firstbeat Life The Firstbeat Life model also allows professionals to level up their payment structure as well as the services they offer. The added value Firstbeat Life brings allows trainers and coaches to increase their hourly rates and offer additional services to their clients. By integrating the pioneering technology into their offering, trainers can strengthen client relationships, promote engagement, and increase retention. Firstbeat Life for clients By working with a trainer that integrates Firstbeat Life into their services, clients are educated about their own training, lifestyle, and stress-recovery balance. By having a greater awareness of their own stress and recovery metrics clients can work with their trainer to exercise more efficiently, develop positive lifestyle habits, and ultimately live a happier and healthier life.

Leisureforce would like to announce a position for an International job opportunity on the east coast of Saudi Arabia Your duties will be to keep the international community (many from the USA) of the largest oil company in the world, fit & healthy on the East / Gulf coast of Saudi Arabia You will receive free accommodation, annual flight, visa costs, free food, transport, medical care & 30 - days vacation pa. UK £3,600 - TAX FREE. For further information on visit www.ultraforce.co.uk/job-hunter/leisureforce/leisureforce.php Please send your CV to simon@ultraforce.co.uk or call during office hours on (0)1590 676379 Applications close 31th August 2022 www.sportsjobs4women.net

www.leisureforce.uk

UK FITNESS SCENE

Advertiser’s announcement

Alliance Leisure secures title at the ukactive awards in recognition for delivering transformational projects that create engaging active environments that support healthy, happy and prosperous communities.

Alliance Leisure named Supplier of the Year FOR OVER 20 years, Alliance Leisure has worked with local authorities and facility operators up and down the country to design, procure and develop leisure transformations that deliver outstanding community value. During this time the company has delivered 192 projects representing investment of more than £250million. Projects have ranged from multiple new builds across entire leisure portfolios to outdoor gyms, pump tracks and 3G pitches. Every project is unique and is designed to address the bespoke needs of the community it serves. Constantly innovating, Alliance Leisure is focussed on helping clients achieve their objectives to deliver maximum benefits to its partners, clients and active communities. The company understands that people want to move in different ways and create facilities that provide an opportunity for everyone. To date, Alliance Leisure has delivered £265m of completed leisure developments and is on track to deliver a further £90m by the end of 2022 – with more to open in 2023. That’s around one third of £1bn which was the rallying call from ukactive back in 2016. A large number of recent developments have been delivered through the innovative UK Leisure Framework which is managed by Denbighshire Leisure. But it’s not just about the buildings and spaces. Alliance Leisure also supports operators in the promotion of their facilities and services through its creative marketing and training brand TA6. TA6 is focused on creating sustainable revenue streams, investing in staff development and improving the health of local communities. The brand worked with more than 70 leisure operators in 2021 and was directly responsible for delivering marketing campaigns that generated over 50,000 membership sales (worth around £15m of revenue). In the last 12 months, TA6’s digital adverts have

Paul Cluett, managing director of Alliance Leisure.

generated over 100 million impressions to an estimated 10 million people (approx. 19 per cent of the UK adult population), resulting in almost one million visitors to its clients’ websites. And despite Covid restrictions, TA6 has delivered training and coaching to more than 3,000 leisure staff. Paul Cluett, managing director of Alliance Leisure, said: “This award reflects the hard work, dedication and experience of our team. Even through tough economic times, we have continued to work with councils to find ways to fund and deliver projects that are essential to community health, cohesion and prosperity. “We look forward to continuing this journey, creating sustainable, active environments that encourage more people to be more active, more often.” Alliance Leisure’s projects come in all sizes, from £100,000 to multi-million pound developments. Here are two smaller projects that have delivering a huge community impact:

Fitness facility upgrade in Newcastle-under-Lyme Alliance Leisure has overhauled the fitness provision at the Jubillee2 Leisure Centre in Newcastle-under-Lyme, in a project funded by the Borough Council. Works included a total refurbishment of the gym from redecoration and new flooring to the installation of new Technogym equipment throughout. Technogym has also added TEAMBEATS, fitness technology that enables heart rate-driven energising classes for added motivation and community interaction. In a bid to attract more older adults and those new to exercise, a new wellness hub, complete with an Innerva (formerly Shapemaster) circuit has also been incorporated. “The new facilities are a great example of how a relatively small investment can have a hugely positive impact on the modern relevance of an ageing leisure centre,” said Will Gardner, business development manager at Alliance Leisure.

“Works have reinvigorated the fitness provision and created opportunities to engage new segments of the community.” The renovations took just three weeks to complete and facilities reopened to the public in May. The project was delivered by Alliance Leisure through the UK Leisure Framework, owned and managed by Denbighshire Leisure.

Outdoor functional space gives competitive edge Working with Rubicon Leisure, Alliance Leisure developed an outdoor functional training facility at Abbey Stadium. Also delivered under the UK Leisure Framework, the facility extends the venue’s capacity to cater for all segments of the population without the need for large scale construction works. Measuring 15m x 6.1m, the open sided functional training environment accommodates year round training. Branded AREA7, each end of the environment is serviced by a fully lit, insulated container that can be used for equipment storage or small group training. These are connected by a steel canopy providing protection from the elements and covering a Duratrain floor and 10m x 6m turf track. A multi-station training rig sits at the centre of the space integrating six lifting stations and numerous attachments for functional training equipment from battle ropes to suspension training straps, creating a flexible training environment perfect for 1-to-1 and small group training. “Once design and equipment were agreed, the outdoor training space was built from scratch in just eight weeks providing a new, highly marketable asset quicker than any other option would have delivered,” said Scott Brinkworth, general manager of Rubicon Leisure. “There is nothing like this outdoor training facility elsewhere in the local vicinity, giving us a much-needed competitive advantage.”

UK FITNESS SCENE

Charity Inverclyde Leisure outpaces the competition for customer experience CASE STUDY

National Average

NPS

Inverclyde Leisure

Key Drivers for Promoters

Detra cto

10% Staff

Cleanliness

Facilities

Key Drivers for Detractors

68% Maintenance issues

Lack of swimming lanes

Price

NPS culture driven from the top A long-time advocate of NPS, Inverclyde Leisure started working with Leisure-net during lockdown in March 2021. More cost effective than its previous provider, partnering with Leisure-net allowed the charity to benchmark all 10 of its leisure facilities via the NPS platform. “We were fully supported by Leisure-net throughout the transition process, which was as seamless as possible,” added Andrew. “The platform is clear, concise and easy to use, and it makes the whole NPS process much easier to manage.” The charity dedicates considerable time and energy to NPS, which is driven by CEO Kieron Vango, who describes it as his barometer on how well the charity is delivering its services. Once a month, Kieron and his team go through every comment, from every customer, from every site. Andrew said: “The information we receive helps us to make strategic decisions. “For example, we recently amended our modernisation plans based on the feedback we received from the platform, bringing forward a gym refurbishment in one of our large sites by nine months switching with a smaller site that wasn’t receiving the same feedback. “It allows us to act quickly on any themes coming through.”

to make changes where we can.”

INVERCLYDE Leisure is outpacing the competition when it comes to customer experience recording a Net Promoter Score more than double the national average. The charity operates a range of leisure and community facilities on behalf of Inverclyde Council, including an athletics stadium, golf courses, parks and sports pitches, as well as 10 leisure centres, which are on Leisure-net Solutions’ NPS platform. “We place huge importance on the customer service and therefore customer feedback,” said Andrew Hetherington, Inverclyde Leisure’s head of business development and corporate support. “NPS is engrained in our culture. We review it constantly – it’s never off our agenda.” Such is its importance, that the NPS score forms part of the board’s KPIs with a focus on year on year improvement.

ters

Implementing the NPS platform with Leisure-net has been a huge success. The NPS survey is a fundamental part of our business to measure customer satisfaction that is reviewed daily to ensure my team are receiving real-time feedback from our customers. I am delighted that the company consistently has delivered excellence service to achieve a high NPS score. Kieron Vango, CEO

With the boom in swimming since the pandemic, the charity has also increased the number of swimming lanes available and improved maintenance following NPS feedback. “We’ve balanced the increased lane availability with the development of the overall programme of swimming lessons and family leisure swims,” he added. “We’ve seen a significant increase in swimming membership conversions from pay-as-you-go users resulting in some of our highest swimming membership numbers and a strong recovery in the Swim School programme. “The great thing about NPS is that we are getting real time feedback, which gives us the information we need

How it works The platform notifies centre managers as soon as someone provides feedback. They have a 48-hour window in which to respond, which could be a simple thank you for a positive comment or to rectify a problem. “Even if we can’t solve the problem immediately, we still go back to the customer to explain that we are looking into the issue and will respond to them within a certain time period,” added Andrew. “It’s this level of interaction that helps to keep our retention and attrition figures healthy. “The two-way conversation can improve the customer experience and have a direct impact on sales numbers via member referrals and retention of existing members. “We know that if someone is a detractor and we are able to solve their problems, that customer becomes more loyal.” NPS is more than a number In addition to helping Inverclyde Leisure to understand how the charity can improve, NPS also shines the spotlight on where it is performing well. The charity’s staff consistently feature as one of the key drivers for promoters on the NPS platform. “We have a fantastic group of employees and that’s because we recruit for values and personality ahead of skills. We can teach skills, but the fundamental attributes you need for great customer service skills are something people have naturally,” said Andrew. A good mix of facilities is another popular theme for promoters and rather encouragingly, so is cleanliness, which has become much more important to customers since the pandemic. Inverclyde’s commitment to NPS is certainly paying off. Recent statistics from the Local Government Benchmark Framework in relation to residential customer satisfaction show Inverclyde ranked the third highest in Scotland, the first mainland trust in Scotland, demonstrating how satisfied residents are with its leisure facilities. Using NPS, Inverclyde Leisure continues to deliver its vision to be the best in the eyes of its customers, employees and its stakeholders.

Advertiser’s announcement

Attention plus time equals long-term loyalty THERE are so many more areas of focus for fitness professionals than the traditional ‘get fit’ approach. While you can read as many stats as you like, or jump on trend bandwagons, it’s important to take concentrated effort in getting to know your community, specifically. With that in mind, at Myzone we spoke to some of our Hall of Famers and we’re so grateful for the feedback. For those that don’t know, Hall of Fame is the Myzone status you’re awarded after four years of continuous exercise, meeting the World Health Organisation’s guidelines for physical activity. This equates to 1,300 Myzone Effort Points per month. “Myzone saved my life,” said Ken Pearson from the USA, a Hall of Famer since 2021. “One day, I went into a serious AFIB (atrial fibrillation, an abnormally fast heart rate) and was admitted into hospital via the ER. I was in for a week. If I didn’t have my Myzone on then it could have had serious consequences. AFIB is all sorted now.” This heads up of a medical concern is something that we’ve heard on more

than one occasion, and it highlights the true ability for us as a sector to really step up as healthcare providers for everyone around us. In addition to raising awareness of the need for treatment, heart rate training can be the foundation to a strong recovery, too.

“Following a near-fatal waterskiing accident, I gained weight and never stuck to a workout,” added Ian Delmenico from Australia, another Hall of Famer since 2021. “I then got awarded a Myzone belt from my gym and never looked back from then on.”

It’s important to inspire the motivation to move for the long term, and not focus on a quick win. Loyalty comes through empathy and engagement; in short, genuinely caring about individuals. Focus on that and your community will keep moving with you from the hardcore HIIT years to a time of mobility and longevity. “I’m now 67 with 908,000 MEPs and it’s looking like I might get to my goal by my 68th birthday,” said Bob Gross from the USA, Hall of Famer since 2019. “My journey continues on past HoF, and I’ll make a big deal about it when I get to my one million MEPs.” Myzone has added 10 years’ worth of status updates past the original Hall of Fame point in order to keep people such as Bob motivated for another decade, even though he seems to be doing a pretty good job of it himself. When we keep to the big picture and ask our people the questions that matter, good things come for the years ahead. Go and ask a member how they like to move and what you can do to help them best.

GROUP TRAINING

Brawn InGym launched with a bang at the Ministry of Sound A GROUP of leading London gyms and VIP’s descended on the Ministry of Sound, London UK, to witness the launch of something special. It is rare that you get to see a new product launch in the fitness industry, where you know that what you have been part of will be discussed, like a ripple of waves throughout the global industry for quite some time. The event was slick, exclusive and on a need to know basis. The intro from the founder, Sohail Rashid, was sleek and concise, paving the way in which Brawn works

and why you need it in your gym. The active, live participation kicked off with trainers getting thrown into an empowering lifting challenge, the simplicity of the product was clear but the impact was huge. The energy, excitement and vibe in the room was electric, two hours of people competing in a class manner lifting weight. The challenge was to lift a total of 350,000kg. It was inspiring to see the Brawn team and participants genuinely hyped from what they had just been

part of. Forget clubbing at the Ministry of Sound, this was a whole new experience of raw strength. MC’s Courtney Fearon and Andy Smith took the room on a training journey of passion, power and persistence. Imagine this in a gym and suddenly you can see the legs of this product simply sprinting across the globe! This product is not just tech, it is tech at its absolute best. AI driven, digitising the way in which lifters can train, experiencing a

training effect like nothing they have been able to enjoy before. It will open the doors for those who have a desire to get into lifting but never really felt they fitted in, this will fundamentally take the weight training gyms and areas of clubs to a whole new place, it will expand the club offering naturally as more and more users begin to really feel they can benefit. Hold on to your hats ladies and gentleman, this is going to be an interesting ride.

SHOW SITES NOW REQUIR ED

MADE IN BRITAIN

We are not only made in Britain, but we also design, manufacture, and assemble all our equipment here in the United Kingdom. We own our facilities here in the West Midlands which control everything from design drawings, welding, powder coating, and upholstery all under one roof. It is why we can offer a quality British product with a short lead time.

OUR MISSION

Our mission is to provide products that stand the test of time and offer an enjoyable, confident workout experience. We promise nothing less than to pour our passion into creating functional equipment with the build quality that will be with you for the long haul.

THE CORE STORY

The Core Gym Equipment brand was established in 2014 out of a passion for a better gym experience, through strength, aesthetics, and commitment. We are a company of forward-thinking individuals that team up to offer great products that we strive to improve daily. We pride ourselves on building high-quality hand-built strength equipment and settle for nothing less than the best we can offer the fitness industry.

@coregymequipment core.gym.equipment www.coregymequipment.com sales@pslt.co.uk +44 (0)1282 969 616

GROUP TRAINING

First look inside Cheltenham’s newest exercise studio ‘Insidesweat’ THE newly opened Insidesweat has released a first look inside its new studio in Cheltenham. Insidesweat will offer private and semiprivate personal and group training sessions, with a maximum of just six people in each class to ensure quality time is spent on getting the movements right. It’s resistance training, but not as you know it. No barbells, no mirrors and no cardio machines. The ‘hybrid approach’ gym offers a unique solution combining PT classes and at-home fitness, utilising its bespoke Functional Exercise Bench.

With the help of local craftsmen and upholsterers, founder of Insidesweat, Eddie Jones, has created the ultimate at-home gym solution for those who can’t always make it to a class, but want to easily put into practice the techniques learnt when there. Eddie, whose background is in exercise science, as well as the biomechanics of movement, said: “Our aim with Insidesweat is to help to simplify exercise. “It can be daunting not knowing where to start when first embarking on your fitness journey. “Through functional movements,

Insidesweat looks to utilise simple equipment with a focus on improving mobility, strength and endurance for daily living. “Our studio will be an inclusive, welcoming environment to those who want to learn how to train their bodies, with the help of myself and our sciencebacked programming. “The functional exercise bench is then the at-home solution for those who can’t always make it to our sessions. “Let’s face it, people are only getting busier and actually, to be able to take the studio home with you, armed with the knowledge of how to train your body, is

STATE OF THE UK TRENDS & INSIGHTS The largest industry audit delivered by The Leisure Database has been completed for the first time since 2019. Trends and insights are reported through the State of the UK Fitness Industry Report visit www.leisuredb.com to buy a copy of the latest report.

exactly what we’re trying to achieve here at Insidesweat.” The Functional Exercise Bench was crafted by the craftsmen at Barebones where George Pickup and Eddie Jones designed and prototyped it. “This handcrafted bench is not only a solution for the busy professional, it’s also beautifully designed to fit in with the interior of anyone’s home,” Eddie added. With aesthetics in mind, the InsideSweat studio also mirrors its product’s look – going for a minimalist design with finishes of walnut, oak and pops of pastel colour on the walls.

GROUP TRAINING

Advertiser’s announcement

Excelsior launches small group training experience for instructors and trainers EXCELSIOR Development Technologies, leader in learning and development across the fitness industry, has launched a new small group training packages of workshops to level up instructors and trainers and enable your members to feel like they belong. The Excelsior team believes in memorable and motivating learning and development experiences. With a wealth of experience and

expertise from the health and fitness industry to draw upon, as well as their own personal energy and enthusiasm, they have a combined global experience of more than 80 years. Providing consistent, safe and secure learning environments both face to face and digitally, Excelsior works with leisure trusts, health club operators and fitness equipment manufacturers globally.

The small group training experience package works with instructors and trainers, equipping them with the knowledge, skills and confidence they need to plan and deliver sessions that members will value. The learning has been developed to teach interaction on the gym floor, programming and the delivery of great customer experience. Sessions include, but are not limited to:

Advertiser’s announcement

n Delivering the SGT experience. n Personalised interval training. n Interaction and engagement. n Small equipment overview. n Executing exercise selection. Designed to suit up to 20 participants, the prerequisite of this workshop is a Level 2 Gym Instructor qualification. For more information and to discuss exact requirements email enquiries@edt.education

The go-to gear for group classes this summer The Jordan Fitness Ignite Pump X Studio Barbell sets are a top choice for the leisure industry and fitness lovers alike. Tried and tested by successful clubs across the country, the barbell sets are the perfect workout tool for group Pump classes. Designed to feature a unique hand grip for easy and comfortable control, the attractive design of the plates and bar will fit in perfectly at any boutique, health club and gym studio environment. The highly durable rubber or urethane coating of the plates enhance their longevity, meaning that with the right care they can be used both inside and outside – this makes them ideal for clubs wanting to switch up their group classes in the summer months. Their versatility also indicates that members are not limited to using the plates and bar exclusively within a class but can enjoy their own individual pump workout, allowing your investment to extend past group classes and into everyday gym use. The pump sets allow for easy weight adjustment, so users are able to tailor them to their abilities, making them simple but enjoyable to use for those new to pump classes. This allows clubs to easily attract new members whilst still offering something fresh to their existing client base to ensure their changing needs feel catered for. With up to three years warranty available, you can trust that members will enjoy the Pump classes for a long time to come.

UK FITNESS SCENE

Project to fund park transformation through soil importation underway ALLIANCE Leisure Services, working in partnership with Golf Leisure Experts, has started works on a project to deliver £1million worth of improvements to Central Park in Dagenham. The project is largely being funded through income received from the importation of 230,000m3 of environmentally clean soil which has been removed from other build projects within the M25 that would otherwise end up in landfill. The project, commissioned by Barking and Dagenham Council, is expected to take two years to complete and is being delivered in four phases. Phase one got underway in November 2021 and is already complete, with phase two now in full swing. A new ‘story telling area’ or amphitheatre, perfect for hosting an array of events and performances will be created along with a play park for toddlers and young children, an adventure playground for older children and the refurbishment of the park’s community use tennis courts. More trees and flowers will be planted to improve the natural aesthetics and a mile of new pathways will be incorporated into the park which until now, has been largely untouched since it opened in 1932. “By delivering the project in phases

we are able to keep much of the park open to residents throughout, limiting access only in the immediate area where works are being undertaken,“ said Ruth Ripsher, project manager, Alliance Leisure. “We are also working very closely with the Environmental Agency to ensure all soil entering the park meets stringent quality standards and that disruption to the environment and residents is kept to a minimum.”

Deputy Leader and Cabinet Member for Community Leadership and Engagement, Councillor Saima Ashraf, added: “We’re delighted to be able to help transform Central Park and make it more beneficial for residents. “The project is no mean feat and the work involved is massive, but once finished, our residents will have access to a rejuvenated park and some first-class leisure and recreation facilities. “Our parks provide an important space

for people to get outdoors, exercise, socialise, and enjoy nature – and with our parks and green spaces amounting to more than three times the size of Hyde Park, there’s plenty to explore and appreciate in Barking and Dagenham.” Central Park is one of 28 parks and green spaces across Barking and Dagenham and is part of the council’s commitment to making Barking and Dagenham a greener borough and creating high quality green spaces to secure a better, safer and healthier future for children and future generations. Ruth added: “What makes this project so interesting is the fact that it is being almost entirely funded from the utilisation of surplus soil that would otherwise be dumped in landfill. “This project will serve as a test case for other potential projects moving forwards.” Alliance Leisure delivered this project through the UK Leisure Framework, owned and managed by Denbighshire Leisure. The project employs the services of Ian Cotgrave, Omega Design Consultants LLP, as clerk of works and all soil transportation is being managed by Thames Materials. Contouring and landscaping is being designed by Weller Designs Ltd. Works are expected to complete by Autumn 2023.

Advertiser’s announcement

Is Orbit4 the industry’s equivalent of the Money Saving Expert? THE secret to business success is finding the perfect balance between opportunities in the unknown and comfort in the well-known. Autosaving apps use clever tech to work out what you can afford to save and then do it for you, automatically. The idea is that you start building up savings without really noticing the cash is going. We have everything you need to know about the money-saving platform Orbit4. It is the very latest asset management software that we can guarantee will make your business operations more efficient, effective and profitable. Orbit4 isn’t a charity but you can use some of their platforms for free. However, if your gym chooses to pay the small monthly fee for the full Orbit4 experience, you are likely to save an average of around £5k per annum. Daniel Jones, CEO of Orbit4, said: “Imagine being given an alert of the best time to trade-in and buy new equipment? “Being able to use quality data to make informed decisions rather than just make decisions on when customers complain when equipment

is out of action too often or when a local competitor opens a new gym with spanking new equipment. “Our ecosystem takes the hard work out of operations, servicing, buying and selling and automatically finds you the best deals on the market in all of these fields.

“As well as money it saves your business an enormous amount of time.” When every penny counts why would you lose thousands on unused gym equipment depreciating in value, taking up space? If you knew it was worth £1,000

more to sell last year, rather than this year, you would have sold it – right? If you knew buying equipment on a new leasing deal was less expensive than the cost to maintain your equipment, what would you do… trade-in and go for the leasing deal asap!! Scott Taylor from WBGE said: “Having seen the success of some gyms moving into the digital era, I’m proud to say we have helped them achieve this by creating more space within the gym, using our platform to sell the most unpopular machines at the right time and to the right buyer. “You can see how it’s played a key part in saving businesses since the epidemic hit hard.” Gyms are working harder than ever because keeping those members is harder than ever. Understandably operators don’t want to lose track of their members but why do they see it acceptable to lose track of the operational cost of their gym equipment? Orbit4 is a connected eco-system that manages and facilitates the entire fitness asset cycle. To find out more about everything they can do visit www.Orbit4.org or call 07557 365669 for a chat.

TOMORROW’S WORKOUT

Webbington Hotel and Spa Axbridge, BS26 2HU Wednesday, September 21

Speakers to include Dave Wright, founder of Myzone and CFM

Dave Wright is the creator and global CEO of Myzone, the CEO and owner of Creative Fitness Marketing and the co-owner of the Voyage Fitness brand in Australia. Not only is he the chair of UKActive’s Supplier Council but his product, Myzone, is enjoyed in more than 8,000 facilities by more than two million people in 84 countries. A serial entrepreneur, and a Workout columnist for the past 20 years, Dave is a straight-talking Australian based in the UK who has the unique ability of being both a club operator and a supplier.

David Minton, founding director, The Leisure Database Company David is well known for his unique industry knowledge and is in demand for his expert media commentary and public speaking. Helping businesses and individuals with the invaluable intelligence needed to make key decisions, David leads them through analysis into action, achievement and competitive advantage. He also works with leading journalists and publications to spark debate within and create support for the leisure, fitness, consultancy and financial industries and is the recognised go-to for market trends, data and insight.

Charlie Horton, marketing and sales manager, Fitness Marketing Agency Charlie has always had passion for both fitness and business, having started his career in the fitness industry at just 18 years old, with a marketing role for a renowned Gym and PT Studio. After building up a wealth of knowledge and know-how, Charlie met Ben Davis (founder of Fitness Marketing Agency) and began the next stage of his career. Charlie has been with the Fitness Marketing Agency since its conception in 2015, working alongside Ben to grow the business to what it is today – a hugely successful agency that supports over 300 clients, from independent gym owners and corporate gyms to personal trainers and online coaches. FMA provides such businesses with marketing tools and resources to aid in lead generation, conversion, sales and ultimately, growth. As marketing and sales manager, Charlie oversees and nurtures the sales and marketing team whilst driving the marketing forward for FMA, as a business. Charlie can often be found speaking at leading industry events, including Independent Gym Owner Conference, where he shares his quick and effective marketing and sales tools. He specialises in generating leads and client acquisitions.

Mike Hind MBE, CEO of MAS Body Gym and founder of Macro Based Diner Mike has been training people for over 12 years, in that time he has been recognised as one of the most respected and renowned coaches in the UK being crowned ‘The Best Personal Trainer in the UK’ by the National Fitness Awards. His work has been broadcast across the globe and he became a household name when he took on “Dibsy” the 40 stone guy, Mike offered him a FREE life saving year-long programme. Mike was awarded the “Outstanding Achievement Award” in 2018 by the National Fitness Awards for outstanding contribution within the fitness industry. His client list includes Premier League and international footballers, European champion boxers, professional bikini athletes and TV stars. But with this, Mike’s main focus is always on the public… In 2019 at The National Fitness Awards, Mike and his team won an amazing three awards. With Mike being crowned ‘UK’s Best Personal Trainer’ for the third consecutive year which is something that has never been done. Mike’s client Dibsy walked away winning the ‘Member Achievement’ Award and Mike’s meal prep company winning the ‘Innovation in Fitness and Nutrition’ Award. In 2020 Mike was recognised in the Queens Birthday honours and was awarded an MBE for his services to his community.

Lianne Clark, Business development manager, Active IQ

Lianne Clark is an experienced business and fitness professional with a comprehensive industry background working for national gym chains, local authorities and equipment suppliers. She’s passionate about championing active wellness and has a deep understanding of the challenges and opportunities which face the sector. At Active IQ, Lianne works closely with her centres across the Midlands and east of England to help their businesses grow and their learners to succeed.

Book your free places today at https://tomorrows-workout.co.uk/delegate-booking/ Exhibitior opportunities are available by calling Tony Barry on 01226 734605.

UK FITNESS SCENE

Advertiser’s announcement

Panatta new Smith Machine Selectorized The Panatta Smith Machine Selectorized is a multifunction machine and represents an evolution of the classic Multipower thanks to the two independent weight stacks that allow it to be used without the plates.

The uniqueness of the Smith Machine Selectorized lies in the special system of levers and pulleys that, by lifting the two independent brick stacks after setting the desired weight, allows the load to be transferred to the barbell throughout its range of motion, acting in both directions. This system uses a hydraulic damper and a foot pedal lock/release lever that allows the weight selection and preloading of the barbell to be carried out with maximum safety. The barbell is height-adjustable to seven positions and is equipped with a counterbalance system that resets the unloaded weight to zero; safety in use is ensured by the two height-adjustable limit switches. The two weight packs provide a maximum total load of 120kg (60kg each), it is however possible to supply as an option the barbell that can be loaded with classic Smith Machine discs, thus reaching a maximum load of 430kg The Panatta Selectorized Smith Machine allows the user to perform without any limitation all the exercises that are normally performed on the machines of the same type both for the upper and lower part of the body; in the latter case, always starting from the top as commonly done with the barbell. n UPPER BODY You can perform both pull-up exercises such as rows for the back, chin pulls for the deltoids and shrugs for the trapezius, and pushup exercises such as bench presses for the shoulders and chest and at different angles (using a Fully Adjustable Bench).

n LOWER BODY You can perform both pull-up exercises such as rows for the back, chin pulls for the deltoids and shrugs for the trapezius, and pushup exercises such as bench presses for the shoulders and chest and at different angles (using a Fully Adjustable Bench). DISCOVER MORE Panatta Srl – Via Madonna della Fonte 3/c , Apiro (MC) Italy +39 0733611824 infouk@panattasport.it @panattasport @panattaofficial

UK FITNESS SCENE

Preston entrepreneurs announced as Great British Entrepreneur Awards 2022 finalists PRESTON-based Gym Gear has been recognised as one of the best in the business after being named a finalist in the Great British Entrepreneur Awards. Gym Gear offers commercial gym equipment at affordable prices, with clients including LinkedIn, IKEA, G4S and NHS. The company’s services include facility layout and gym designs, financing options, and marketing and technical support. Entrepreneurs Roy and David Bulcock and Richard Lambert, founders of Gym Gear, are three of the shortlisted business leaders from across the nation to have been selected out of more than 5,300 entrants – the most the awards have ever had. The Great British Entrepreneur Awards, in partnership with Starling Bank, acknowledges and champions the hard work and uplifting stories of business owners across the UK, with an emphasis on their journey and resilience over financial achievements. Twelve awards will be given out per region for categories including Disruptor of the Year, Entrepreneur for Good Award, and the Great British Entrepreneur of the Year. Notable winners from previous years include Social Chain founder Steven Bartlett, who went on to become the youngest ever investor on BBC’s Dragon’s Den. Gym Gear director Richard Lambert

David Bulcock, Roy Bulcock and Richard Lambert. said: “We are delighted to be finalists at this year’s Great British Entrepreneur Awards. “It is a testament to the hard work of all of our team that Gym Gear continues to be a success, and to have been selected as a finalist out of the thousands of entries is an amazing achievement. “We wish all of the finalists the best of luck and we’re looking forward to the awards ceremony in November.” This year’s awards will also feature a new award highlighting the

organisations investing in the training and development of young people. The John Caudwell Blaze Your Own Trail Award looks to recognise outstanding examples of businesses offering apprenticeships, vocational training, and diversity and inclusion initiatives, all in the name of improving young people’s access to work. The winners will be announced at a grand final held at the Grosvenor Hotel in London on November 21. This year is the 10th anniversary of the

Great British Entrepreneur Awards. The alumni have collectively generated over £30billion in revenue and employed more than 450,000 people. To mark the milestone year for the programme, entrants will have the chance to win more than£30,000 worth of marketing support and a tree will be planted for every application submitted with the support of Ecologi. Founder of the Great British Entrepreneur Awards, Francesca James, said: “The quality of applications is consistently excellent year on year, but we have been especially blown away by the innovation, drive and determination demonstrated this year. “Shortlisting from so many inspiring contenders has been more challenging than ever, with many deserving cases put forward and an ever-growing business community thriving across the country. “From the pandemic to the ongoing cost of living crisis, business owners haven’t had it easy over the past few years, but it’s a testament to the tenacity and perseverance of these entrepreneurs that they have continued on their path and refused to give in. “This year’s finalists should be so proud of what they’ve already achieved both in business and in being shortlisted for an award – we’re looking forward to seeing everyone at the finals and unveiling the winners.”

Advertiser’s announcement

Five ways to boost membership sales at your fitness facility By Kate Landers

recommendations from current and past members. The better these are, the better chance you have of attracting new members to your club. If you have some regular, loyal members, simply ask them for a Facebook or Google review. Some clubs will even provide incentives to their members such as club merchandise or a free PT session.

Make online joining easy Work with a competent web developer to implement a short and simple online joining process that integrates with your CRM. Ensure that the site is fully optimised for mobile and SEO and be sure to setup a streamlined process to welcome the new members to the club. Implement a solid follow up system It’s no use spending time and effort getting tons of leads if you don’t have an efficient follow-up system for those prospects who don’t join straight away. Keep in touch with your prospects without hounding them (a short SMS, email or phone call), to ensure you are top-of-mind when they are ready to join a fitness centre. Offering value in the form of free health related e-books is a great way to get back in front of a prospect without pestering them. Regular training with all staff members Setting up your staff with the tools they need to succeed should include regular sales training.

This should include teaching them how to build rapport with members and prospects as well as some basic needs analysis and how to overcome objections tactfully. Get the staff comfortable with role playing throughout the training as this is one of the best ways to build confidence and put in practice what they have learned. Teaching them how to close a sale,

up-sell and cross-sell must be on the agenda. Encourage positive reviews on social media and Google Social proof. One of, if not the biggest influencing factors in a buyer’s decisionmaking process. When people are deciding between your gym and the one down the road, they look for reviews and

Implement a solid marketing plan Fail to plan and plan to fail. Take some time to put together an annual marketing plan for your club. There are plenty of templates available online or you could outsource this task to a marketing agency if you don’t have the time to do this internally. Think about who your target audience are, how/where to communicate to them most effectively, and what message or CTA would attract them to your club. Ensure that any money invested in marketing is well thought out and results are measurable. n Kate Landers is the advertising accounts manager at Creative Fitness Marketing, a specialist marketing agency for gyms in the UK and Ireland. Visit www.cfm.net or call 0115 777 3333

UK FITNESS SCENE

Advertiser’s announcement

How can I reduce my fitness business costs without compromising on my service? By Wayne Heath

COSTS are rising across the UK and the fitness industry is one of many industries affected by the recent price hikes in energy bills, rent and the overall cost of living. The first instinct is usually to massively scale back spending to save some money. However, significant cuts will only lead to a lower level of service for your customers, putting them at risk of cancelling their memberships and even worsening the pressure on your business to stay afloat. Slashing spending isn’t the answer, so we’re going to teach you how you can save money on your gym costs without having to compromise your level of service. Review your spending If you haven’t got one already, make a list of all of your monthly and annual outgoings. The goal is to get crystal clear on what you’re paying for and how much you’re

Wayne Heath

paying for it. Are there any subscriptions on there that you didn’t realise you’d signed up to? Once you’ve got that level of visibility, you can identify opportunities to save money. Think Broadband, energy bills, insurance - the sorts of things where it pays to shop around for the best deal. To give a real-life instance of this, we recently spoke to a club that was paying more than £800 per month for their gym management software. As you can imagine, they were shocked to hear ClubRight’s pricing starts at only £69 (+VAT) per month. That’s why it’s important to do your research. The next step is to make sure you’re receiving a return on your investments. If you lease the latest equipment, do your members love it? Is your selection helping retain your members? Realistically, you’re not going to be able to save money on every single one of your business expenses, but if there’s value in what you’re paying for then it’s a worthwhile investment. Optimise your marketing When businesses are trying to cut costs, the first area to suffer is usually marketing because it’s incorrectly seen as a nice to have rather than a vital part

of a business’s success. Scaling back your marketing efforts means you’ll be getting fewer new customers, and it can reduce retention as well. Instead of cutting your marketing budget, take advantage of digital marketing such as social media and search engine optimisation. It’s far more cost-effective than traditional means of marketing and you can be much more targeted with your approach. Many of our users use ClubRight as a powerful marketing tool as well as a gym management tool. You can send GDPR-compliant marketing emails and texts to re-engage old customers as well as share an online joining link on your social platforms for new customers, which allows you to capture their details even if they don’t complete their sign-up. When done correctly, you could join new customers in less than five minutes around the clock! Quote from FTC: ‘We can collect member data securely, create and sell membership plans in a matter of minutes, set up automated tasks for our staff and so much more. The integrations with GoCardless, Xero and Stripe mean we’ve got everything we need to collect payments online and it’s all under one roof.’

Take advantage of technology Spending money on new software might seem counterproductive given that we’re trying to save money here, but it’s the opposite for two big reasons: first, many gym software providers charge extortionate prices for their systems and second, if investing in tech helps you save time that can be spent generating new customers, then it’s a worthy investment. When you run a gym, time is money. Time spent organising paperwork, dealing with admin and building loyalty with your existing customers. Moving things online is a great way to save valuable time, money and streamline the customer experience. Online automation is a gym owner’s best friend; automate the joining process, chase missed payments and even contact customers that haven’t been to the club for a while (all of which and more are possible with ClubRight) so that these mundane tasks no longer need to be completed by hand. It’ll give you time back to spend with your customers as well as save on printing (no more paper joining forms or ParQs) and even staffing costs. To summarise, the key to saving money is to avoid making irrational cuts to your spending and instead focus your investments on being more efficient. Irrational cuts will cause your business to suffer. Most importantly, don’t settle for high prices because it doesn’t always equal quality. Have you ever wondered if you’re paying a fair price for your gym management software? Use our switch and save calculator to see how it compares to ClubRight. We pride ourselves on being the most affordable solution on the market at less than £2 per day. Learn how by speaking to one of our experts on 0203 884 9777 or book a free online demo today.

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Myzone has been awarded App of The Year in the 2023 FIT Summit Awards of Excellence. At a ceremony in Singapore in front of fitness industry leaders from around the world, Myzone won the accolade against strong competition, as part of The FIT Summit World Health, Fitness and Wellness Festival. “We’re on a continuous journey to make products that get more people moving,” said Leon Rudge, global head of product at Myzone. There’s been so much hard work from the entire Myzone team in evolving the app, the in-club software and the accompanying hardware; it’s recognition such as this that cements our belief in leading the way for engaging experiences using innovative technology. With a redesigned interface to improve UX/UI in 2022, Myzone movers can take on individual or group Remote workouts with real-time data, and operators benefit from club branded app opportunities and open APIs.There’s so much more to come and thanks to the FIT Summit team and award judges for this prestigious title.”

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