December 2019
The UK’s No 1 fitness industry magazine
No 315 £3
Disabled people an ‘increasing priority’ – claim ENGAGING disabled people in gyms is becoming an “increasing priority” for fitness professionals, who think that working with them should be part of personal trainer qualifications, a UK survey has revealed. Survey results in the Raising the Bar report has identified working with disabled people as a core skill, with 95 per cent of respondents saying it should be included as standard in PT qualifications, instead of being an optional study route. Many gyms also aim to run inclusive classes and grow the proportion of disabled members in the next five years. Data from the report by Future Fit Training was collected by surveying the UK’s largest leisure operators, representing more than 45,000 fitness employees. It reveals that 64 per cent are making it a priority for their organisation to grow the proportion of disabled people in their membership base over the next five years. 41 per cent of respondents also run, or have plans to run, inclusive exercise sessions, which are designed to include both disabled and nondisabled people. Rob Johnson, founder and MD of Future Fit Training, said: “In terms of looking ahead, these results are very positive and what
we want to see from the fitness industry. “There are nearly 14 million disabled people in the UK today, so gyms should be doing what they can to involve and engage them in fitness now and in the future.” Despite the results, other data from the report shows that disabled people are not currently being catered for in gyms. This includes 86 per cent of fitness employees saying current training does not equip PTs and fitness professionals to work with them. More than half (61 per cent) of UK fitness professionals are also unsure of what proportion of their customer base have a disability. Rob added: “While it’s clear to see that PTs are yet to be able to effectively engage disabled people, our findings highlight a positive drive among fitness employers to actively prioritise and progress in this area. “This is becoming an increasing priority and that’s really good news. Fitness professionals may not be there yet, but things are progressing and could be very different in five years’ time.” Raising the Bar is an annual review of the physical activity workforce, training and development landscape, undertaken by Future Fit Training and supported by ukactive.
Emma Redgate, a lifeguard at Parkwood Leisure’s Rushcliffe Arena Leisure Centre, took part in the 2019 BBC Children in Need Rickshaw Challenge. Emma was diagnosed with Biliary Atresia aged just 10 months, resulting in her undergoing two liver transplants. In 2017 she then suffered a seizure which led to her being unable to walk and having difficulty with her sight. However, that didn’t hold Emma back and a year later her sight returned and following a long rehabilitation and physiotherapy programme, Emma was able to walk again. She has since gone from strength to strength completed the famous BBC Children in Need challenge as part of a seven-person team, which is led by The One Show host Matt Baker (pictured).
UK FITNESS SCENE
Operator expands its portfolio with ‘boutique’ brand launch NORTH West operator Life Leisure, has announced it is to kick-start 2020 by expanding its facility portfolio with the launch of an independent boutique fitness brand. Scheduled to open in early January, ‘H1VE’ will cater for those seeking a “high-tech, boutique-style fitness experience which blends the health, wellbeing and social benefits of group exercise with all the benefits you would expect from personal training.” The state-of-the-art fitness studio – the first of its type to launch in Stockport where Life Leisure already operates 12 leisure and fitness facilities – will offer group classes led by fitness industry “rockstar” coaches, which combine cardio, functional, strength and conditioning training. Members will take part in activities as part of a group but also utilise high-tech equipment, including integrated MYZONE technology, to digitally monitor their workouts, set their own benchmarks and track progress against personal goals, with session coaching tailored to class participants accordingly. H1VE members will also be able to attend studio classes, use gyms, and benefit from swimming facilities at any of Life Leisure’s existing centres including Stockport Sports Village in Woodley where H1VE will be based. While H1VE will be managed and run independently, Life Leisure will be hoping to build on proven success at the studio’s location. H1VE will operate on a strictly
non-contract basis, relying entirely on “positive experience and results” to build a regular membership community. “This will be a different breed of facility for Stockport and for the Life Leisure Group”, said group CEO Malcolm McPhail. “We have never been a business to stand still and have a history of pioneering new approaches and initiatives, from establishing one of the country’s first ever activity selfreferral schemes to diversifying into national fitness events. “We’ve won accolades and awards, but our real success has been spotting what communities want and need and providing it without compromise.
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H1VE is the latest example of this philosophy in action.” Industry expert Ruth Lynch, a group exercise specialist of 25 years is one of the driving forces behind H1VE’s launch. “H1VE will be about harnessing the benefits of working together to help individuals achieve their own personal goals whatever their shape, size or fitness level,” she added. “This ethos will be integral to the type and style of classes on offer.”
NFL legend visits first Academy NFL legend Jerry Rice visited the first NFL Academy training site in the UK, New River Sport & Fitness in north London, to pass on his knowledge and experience to NFL Academy students. The Hall of Fame wide receiver led a practice session at the White Hart Lane centre, which is managed by registered charity and sport and leisure management experts Fusion Lifestyle and serves as the official on-field training site for the NFL Academy Jerry, three-time Super Bowl champion with the San Francisco 49ers, was at New River Sport & Fitness in his role as ambassador to the Academy, which aims to give aspiring young American football players the chance to develop their skills and knowledge of the game while receiving full-time education at Barnet and Southgate College. Tony Allen, head coach of the NFL Academy, said: “We were very excited to have an NFL icon taking part in our practice and inspiring the students. “It was great for him to see our facilities and see that New River Sport & Fitness is the perfect partner for us to be able to offer the quality training facilities we need.” Advertising
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UK FITNESS SCENE What started out as a fitness class in a friend’s back garden has become a Stockport-wide success with more than 30 regular attendees now taking advantage of a weekly ‘gym-phobe booty camp’ at Vernon Park. Workout found out more ...
Stockport’s ‘odd-bod’ boot camp is a hit with gym-shy residents CHERYL Brocklehurst, 51, is the brains (and brawn) behind the group. Having battled her own body confidence issues to shed seven stone and become a qualified fitness instructor at Stockport’s Life Leisure, Cheryl said: “The ‘booty camp’, as I call it, is specifically for women and men who don’t really engage with the gym – or at least don’t have the selfconfidence to yet. “The whole thing just started off as having a laugh in the garden with my friend to help us both be more active and snowballed from there. “We’re now simply a great bunch of odd bods having fun in the park every Sunday. We play games like leapfrog, horses and riders and heads, shoulders, knees and toes – it’s about being active but not really thinking about exercise. People get fitter and gradually build up their self-esteem at the same time. It’s great to be part of.”
Inspiration for the boot camp came from Cheryl’s own experience of taking the first steps towards improved fitness. The grandmother of five from Brinnington previously weighed 23 stone and was incredibly selfconscious. “When I first took up running I would only ever go out at night just so people wouldn’t see me, so I know exactly what it’s like to feel self conscious about exercise,” she added. Cheryl was encouraged to go to the gym by her 19-year-old daughter Bethannie who wanted to get fit before she went on a gap year. “The thought of it was my worst nightmare”, said Cheryl. “But my daughter wanted me to go with her and I wanted to show support. I was your typical ‘fat bird’ stood in the corner not wanting to get stuck in. It was hard, everyone was jumping around and really fit, I felt out of
shape and out of place. I couldn’t even lift my leg up to do the leg stretch. “But I made quite a lot of friends, and as the weeks passed, I began to really enjoy it. I lost about a stone just going to the classes.” Cheryl, who also works for Stockport Council, added: “It was a whole new world. I realised I could do more than I thought I could which was a great feeling, my PT Nigel was really encouraging too. He identified the things that I loved to do and organised our fitness sessions around that, like boxing and weight-lifting. “The nerves I felt about first stepping into a gym, and then the benefits I felt from focussing on what I found fun, inspired me to become an instructor and to help others tackle their self-confidence issues to have a great time and be more active.” The new-found fitness fan has
already run six 10k’s and the Manchester half marathon, in addition to running the booty camp and sessions at Life Leisure. Cheryl got on so well with her personal trainer Nigel Wilkes, she helped him set up a gym with his business partner Shane Lee, Zestus Fitness, also based in Stockport. Cheryl, whose four-year-old grandson Eddie suffers from Hypermobile Ehlers-Danlos syndrome, also takes on challenges to raise money for the charity EhlersDanlos support UK. She said: “If you’d have told me eight years ago that not only would I be going to the gym several times a week, but I’d be leading gym sessions, I never would have believed you. I hope by sharing my story I can inspire people like me to give it a go.” ‘Brockie’s Booty Camp’ takes place at 9am every Sunday, starting at the Bandstand in Vernon Park.
Operator and Technogym announce partnership INVERCLYDE Leisure has extended its partnership with Technogym with the award of a three-year contract. The contract award extends the existing partnership with Technogym built around providing the full range of cardio, strength, group experience and digital solutions across the Inverclyde Leisure estate. Kieran Vango, chief executive, Inverclyde Leisure, said: “We are always looking for new and innovative solutions to diversify our product offering and the partnership with Technogym is central to this plan. “The product range offered by Technogym is wide, diverse and innovative offering the very best products and offering to engage a wide range of user groups which we serve. “We continue to build our strategy and plans to offer the very best experience, challenging ourselves to
offer new product and experiences as well as the best customer support.” As well as already providing full equipment to many facilities
including Waterfront Leisure Complex and Gourock, Inverclyde has always looked to lead with innovative solutions – in late 2018
a dedicated Skillbike studio was launched at Waterfront Leisure Centre offering members a cycling product that replicates outdoor cycling with interactive digital screen. And in September 2019 a dedicated Biocircuit suite was launched at Port Glasgow offering a cardio and strength circuit based workout without requirement for programming or adjustment by the member. “Technogym is delighted to extend the partnership with Inverclyde Leisure – the team has a track record of introducing innovative products and digital solutions to engage the community and deliver great workout experiences,” said Technogym managing director Steve Barton. “We look forward to further developing the partnership into the future with more exciting projects and co-collaboration.”
UK FITNESS SCENE
Institute of Swimming trains activators to lead Disney-inspired family fun sessions DISNEY-inspired fun swim sessions will take on a new theme this winter, as the Institute of Swimming trains activators to lead Frozen 2 classes. Training is currently underway with the sessions due to commence in February 2020. Since launching the Swim England and Disney partnership in June this year, the Institute of Swimming has trained 560 activators to deliver the sessions across the UK. To date more than 42,000 children and parents have taken part in the 45-minute themed sessions which are running for a 12-month period across 50 leisure operators at 223 pools. The sessions all include Swim England Core Aquatic Skills inspired by some of Disney’s most-loved characters , including Buzz and Woody from Disney Pixar’s Toy Story 4 (June – September), Disney’s Mickey Mouse and Friends (October – January) plus characters from the newly released Disney Frozen 2 (February – May ). The activators have been trained by the Institute of Swimming to encourage and inspire water confidence through the delivery of fun aquatic games and activities in a safe and structured environment. Initially, activators were trained through a face to face session to hone their delivery tone to fit the Disney style. Further training and character updates have been delivered through
an online package, which includes videos of the activities activators can refer back to. Additional webinars and a digital toolkit have also been created to help activators engage with the Disney characters and storytelling. Jennifer Powell, senior marketing project manager at Swim England, said: “The Institute of Swimming has been instrumental to the success of this programme and by using their network of partners and online training skills we were able to reach a wide audience and train activators
from across the country quickly and to a high standard. “As we develop further sessions, the Institute of Swimming will work closely with Disney to create more interactive online learning that brings their family-favourite characters and stories to life.” Rebecca Cox, managing director at the Institute of Swimming, added: “These specialist child and parent sessions are designed for all the family and aimed to help parents improve their child’s confidence while having fun in the water.
“Storytelling can be a fun and powerful way to encourage children to learn and so it was critical the activators were equipped to bring these memorable characters to life in the pool. “For example, in the Frozen 2 sessions the activators will ask swimmers to make a noodle canoe and pretend to be Anna and Olaf travelling down the river. “During the journey they come across different obstacles, such as a cave; noodles in an arch shape on top of the water, and waves; parents make waves with floats. “The activators bring this activity to life with Frozen 2 props and images and by telling the story of Anna and Olaf navigating their ice boat across the river, linking the activity to the plot in the new film.” Stuart Walker leisure operator manager for Telford and Wrekin Leisure, which has been running these sessions for its local community said: “More than 650 people across our sites have attended the Disneyinspired family fun swim sessions; they’re full every week. “We start our swimming lesson programme at the age of three, so the Disney classes are a great starting point to get familiar in the pool in a safe session. It’s led to numbers growing on our swimming lesson programme too.”
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Advertiser’s announcement
Fitness Systems develops facility suitable for both students and elite athletes WOODHOUSE Grove School in Bradford decided to upgrade their current site, due to a lot of their kit being dated, not meeting their needs and requiring a lot of ongoing maintenance. They wanted to open the floor space to allow more mobility and flexibility options for their students and the performance needs of their official site partners. After having meetings with 10 different suppliers as part of a tender process, Woodhouse Grove decided to use Fitness Systems to supply their gym equipment, due to the abilities of being able to manufacture kit that meets the needs of their students. With an increase in usage from students, Woodhouse Grove needed to double the amount of free weights and much more cardiovascular equipment for their physical education practical and academic lessons. One of the ways Fitness Systems helped with the usage increase is by manufacturing four bespoke
FORCE Elite Power Racks for the school, which allows two people to use the rack simultaneously. As well as supplying the school with 2-50kg dumbbells and over 1,000kg of weight plates from ROCKIT, two SkiErgs and two Model D rowing machines from Concept 2, 10 spin bikes from Keiser, two cross trainers and two treadmills from the TRUE Fitness 400 series, and much more, we also worked closely with the Woodhouse Grove team to manufacture a number of specific resistance machines that allows their younger students to use the facility in a safe manner. Not only do students use the facility, but the first team and academy at Bradford City AFC and the Leeds Rhinos netball U19 and U17s also train there on a weekly business. Bradford City’s first team’s strength and conditioning coach Ben Rome said: “It is a fantastic facility that caters for not only the first team’s needs, but also for the academy and younger age groups. “It allows our medical staff to work in a facility that has all the necessary equipment to help rehab and return players to the pitch. The equipment is first class and we have been delighted with the installation.” Further facilities that Woodhouse Grove offer includes a six-lane 25m swimming pool, a multipurpose sports hall, four indoor cricket nets, four outdoor cricket nets, a climbing wall, two squash courts, a smaller hall, a 3G outdoor pitch, six tennis/netball courts, and a number of rugby, football and cricket pitches. The school has seen an increase with all students using the facility for before and after-school sessions since we installed the new kit.
Partners of Woodhouse Grove that train at the gym, such as Bradford City AFC and Leeds Rhinos netball team, are also very delighted with the new gym equipment and how it not only meets the needs of their players, but also helps the injured players with their recoveries. After taking six months of planning and organising, the Bradford school are completely happy with their new facility and are looking forward to carrying on working with Fitness Systems over the next five years as they have a warranty and servicing package with us in place. In the next 24 months, Woodhouse Grove plan to work with Fitness Systems to add even more gym equipment to their new facility. They hope to develop not only their performance students, but to also help guide the rest of the students at the school to increase their health, fitness and mental wellbeing.
UK FITNESS SCENE
Matrix transforms fitness experience at University NORTHUMBRIA University has completed the transformation of Sport Central, a multi-purpose sports centre in Newcastle city centre that forms part of the campus. Investing in an innovative gym refurbishment, supplied by Matrix Fitness, the 751 sq m gym now offers a premium offering for students, staff and the community. “Fitness has evolved rapidly since Sport Central was first opened in 2010,” said Daryl Dixon, sport experience manager at Northumbria University. “The days of cardio equipment lining the gym floor are gone, replaced by functional training, immersive technology, measurable metrics and performance-led equipment. “Prior to the tender, we spent a lot of time visiting other gyms and were hugely impressed by what we saw from Matrix Fitness. “It was imperative that we partnered with a supplier that was going to support our vision to install the best, and most technologically connected equipment, and we awarded Matrix the contract based on quality, price, added value but also their desire to collaborate with us to ensure the gym
was a long-term success. “Technology is shaping the industry and Matrix were the perfect partner and ‘one-stop-shop’ to launch us ahead of the curve.” Membership targets for 2019/2020 were exceeded within five weeks of installation and this includes a year on year increase in student memberships of more than 600. The team is already having to explore options of increasing its group exercise programme as classes are consistently full. “This investment isn’t just about
providing a fantastic student experience, it’s about ensuring that student wellness stays at the forefront of what we do.” Daryl added. “Research has shown us that the students who are members of Sport Central get better grades, are far less likely to drop out and are more likely to stay to study a Masters. “Working out has become the new ‘going out’ and we’re really pleased to see the positive impact that providing a first-class fitness facility can have on not only physical, but also mental and social health.”
The gym refurbishment included installation of top of the range Matrix equipment, incorporating its 7xi cardio equipment, Ultra strength equipment with the connected intelligent training consoles, Magnum Racks and Magnum Plate Loaded units, CXP bikes, the Connexus Perimeter rig as well as S-Force and S-Drive performance trainers. Utilising the Matrix CXP bikes for indoor cycling classes has proved particularly popular, with a distinctive Target Training touchscreen display that uses engaging graphics and vibrant colours to motivate riders, assess effort and keep everyone on track for their goals. “The positive feedback has been overwhelming, “ concluded Daryl. “Our indoor cycling is always fully booked now. “The instructors have even commented on how refreshing the new bikes have been to the way they teach; allowing them to track, measure and focus on meaningful metrics rather than just a pumping backing track so our members get to see real results. “Since the installation and Matrix Master Trainer visit, we now have the most motivated gym team around.”
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Myzone makes two new appointments
MoreYoga opens new studio near Wembley Park Stadium LONDON’S largest yoga brand has launched its 28th studio in the heart of Wembley Park, within the new Tipi residential development. Within walking distance of Wembley Park train station, Wembley Stadium and the London Designer Outlet shopping centre, MoreYoga’s latest studio features a full timetable of yoga sessions that seek to cater for experienced yogis, learners and first timers with the ultimate ambition of improving general physical health and mental wellbeing within the local North London community. Shamir Sidhu, founder of MoreYoga,
said: “We hope that by opening our first studio within a residential development, it will really elevate community experience in the area. “We’re excited to bring affordable, high-quality yoga classes to the Wembley Park neighbourhood.” The studio comes complete with MoreYoga’s signature simple and contemporary design and some of the capital’s finest yoga instructors. Alongside a structured timetable, MoreYoga runs regular events, masterclasses and workshops for those looking to gain more from their regular yoga membership.
MYZONE has made two senior appointments as part of its ambitious plans for growth across the EMEA region. Rachel Young has taken up the new role of director of business development (EMEA). The former head of training and education at Escape Fitness joins the company with a wealth of knowledge gained from more than 30 years in the fitness industry, both in international sales and operations. Joining Myzone’s executive management team, she will work with EMEA CEO David Stalker along with country heads and distributors to deliver the brand’s strategy for growth across the region. “This strategic role is integral to the evolution of Myzone and will help the company to achieve its core business objectives,” Rachel said. “I believe that I was put on this planet to get people moving. The solution that Myzone offers resonates with my personal beliefs and I see it as an integral element to maintaining user engagement inside or outside of a facility. “I’ve used the product and worked closely with the brand so have total belief in the solution and the vision of growth for the business.” As part of her role, she will work with the team to develop a robust infrastructure built on people,
Rachel Young processes and products to support ongoing EMEA development, while enhancing existing business relationships and securing new business. Myzone has also appointed Hubertus Effinger as country manager of Germany, Austria and Switzerland where he will be responsible for the successful implementation and expansion of the brand. Hubertus brings more than 20 years’ experience working across sport, health, fitness and retail sectors for global companies including Life Fitness, New Balance, Geox and Clarks.
UK FITNESS SCENE
Wattbike win David Lloyd Leisure tender DAVID Lloyd Leisure has announced Wattbike as its performance bike of choice after a recent tender. The contract win is for five years, and builds on an already successful partnership between the two companies which has lasted for over seven years. Lucy Day, gym and studio design manager at David Lloyd Leisure, said: “As early adopters of Wattbike, we have been utilising their bikes across our portfolio for many years, experimenting to find the best fit in each facility for our members.” “In June 2015, we opened our first Wattbike Zone at our Southampton club which became hugely successful. We have chosen to continue with Wattbike as our performance bike of choice as their product quality, metric measuring accuracy and connected technology is second to none. “We have even placed an order for 50 of their new Wattbike Icon bikes before product is complete, knowing the high standard that they will offer. “We have a long-standing partnership with Wattbike and trust in their knowledge and expertise to creating pioneering products that continue to transform the indoor cycling experience for our members. “We run live workshops in these Wattbike Zones that create a great atmosphere on the gym floor, and this works to increase the interest from other members observing.” The tender win includes an order for 54 of the new Wattbike Icons; an evolution of the goldstandard Wattbike Pro/Trainer, the pioneer of performance indoor cycling. Created to elevate the user experience with the all new Performance Touchscreen, the high-definition display delivers the most advanced performance feedback for a fully connected user experience. Richard Baker, Wattbike CEO, added: “It is a real privilege to continue working with David Lloyd Leisure. “They have always proved themselves industry leaders and have embraced the innovations we have made to our products and offering with
interest, allowing us to bring a redefined indoor cycling experience to their members. “The two new commercial products that we have launched to the commercial market this year; the Wattbike Icon and Wattbike AtomX, provide the complete indoor cycling solution. “We now have indoor bikes that cover both home and commercial fitness sectors, and user groups from general health and fitness to elite sport.
“With this we offer our customers a virtuous cycle from their home, health club, hotel or work, providing a product offering suited to a particular function and area of the gym floor; a portfolio of bikes suited for every Wattbiker.” The new Wattbike Icons will be installed across 17 David Lloyd Leisure sites in November, with another 14 quoted across three more sites by the end of 2019.
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New way to monitor and optimise health for sport and leisure industry SPORT England’s quality assurance mark Quest, managed by Right Directions, has launched an online platform to help operators track their assessment performance. The RD-Dash, hosted by DataHub, enables organisations to analyse their results and benchmark against national and group data. All Quest assessment results from 2018 have now been uploaded to the RD-Dash and, to crystalise the insights that can be extracted from this impressive data source, Right Directions has released its first annual Quest Review. For operators, its findings will support the mystery visit observations, as well as the ‘Plan, Do, Measure, Review and Impact’ developmental process recommended by Quest, while for the sport and leisure sector it provides a regular ‘health check’ on how it is performing overall. Quest operations director Caroline Constantine said: “This technology modernises our scheme and meets demand for an effective way to measure success and inform change. “The insight data we can now see is extensive. Not only will the data assist centre managers and sign post them to keys areas of improvement they need to concentrate on, it will highlight to organisations and the industry as a whole, the key learnings for our sector.” Key findings The findings make interesting reading, for example in the crucial area of ‘Customer Experience’ the overall score was ‘Good’. However, mystery visitors noted three main areas for improvement: dealing with enquiries via telephone and online forms promptly; maximising membership sales by taking adequate details, passing on membership enquiries and offering site tours; and seeking and responding to customer feedback. Caroline added: “Offering a friendly, welcoming and safe environment
In general, facilities fell down on environmental management information being provided to customers being uninspiring or being hard to read, lack of recycling facilities, inadequate training of staff on environmental awareness and lack of energy consumption readings. Assessors also found a high number of facilities did not have a plan for reducing the consumption of utilities and CO2 emissions.
is the key to building customer recommendations to friends and family. Ultimately, recruiting a loyal following of brand ambassadors has a potent effect on the number of people attending centres and participating in activities that improve their health.” One of the lowest scoring compulsory modules for facilities and active communities undergoing Quest’s ‘Plus’ assessment was ‘Engaging with Disabled People and People with Long Term Health Conditions (including IFI Mark Accreditation)’. While the overall score for this module was ‘Good’, scores for the ‘Insight and Marketing’ question were lower, with assessors commenting that information on services was not reaching audiences through inclusive and accessible communications. However, facilities scored highly
for modifications like dropped curbs, clear disabled parking bays, automatic doors, low counters and space allowances in cafés and the mystery visit aspect of the assessment scored ‘Very Good’. Team and Skills Development was the highest scoring module for facilities, with all sections of the module scoring ‘Very Good’, with the exception of impact. More than 55 per cent of the mystery visitors scored excellent when assessing whether staff were carrying out their duties in a professional manner. People and Skill Development was the highest for Active Communities too. In the ‘Environment’ module, the Review found that overall facilities’ performance was ‘Good’, with the mystery visit part of the assessment resulting in a ‘Very Good’ ranking.
Looking forward to 2020 Caroline concluded: “Our Review highlights some important learnings for managers that can inform their strategy for 2020. Clearly, customer service is a way to stand out. This can be improved by having a clear feedback process, perhaps holding customer forums or issuing surveys, to help identify ways to win and retain customers. “Connecting with environmentallyconscious customers is another opportunity. As people are increasingly motivated to engage with sustainable brands, the sport and leisure industry must demonstrate its commitment to reducing its environmental impact. If organisations have an environmental policy, this should be shouted about. Demonstrating even small changes, such as providing recycling bins, displaying ‘turn the light off’ stickers and keeping doors shut, will be well received. “Across the modules, it has been demonstrated that Facilities and Active Communities are in general performing very well. They do a great job! However, as in any sector battling economic challenges and intense competition, measuring success is vital. “With the right tools and analysis, they can be reassured their businessplan is on track; or, alternatively, identify a clear path for making positive changes.” n The 2019 report will be released at the Quest and CIMSPA conference in February.
Operator appoints first national product manager SNAP Fitness UK and Ireland has appointed Andy Carr as its national product manager. This newly created role will see the operator develop its fitness offering across its estate even further and ensure the brand continues to innovate. Andy joins Snap Fitness with a wealth of experience, having previously been in roles at OrangeTheory UK as its regional fitness manager and at David Lloyd as a lead coach. His background experience also includes 12 years spent as personal trainer. As national product manager for Snap Fitness, Andy will be responsible creating the best possible member experience, reviewing the PT and group exercise programmes on offer, as well as
Andy Carr assisting with the design and layout of the gyms. He will also be looking to overhaul
the chain’s current PT product and develop an improved and robust training experience for its trainers. “I’m delighted to have joined Snap Fitness and to work with a team that reflects my own values,” said Andy. “The company truly offer something for everyone, no matter what their level of fitness is, so I am looking forward to having the opportunity to shape the direction in which we take our fitness products. “Snap Fitness has a fantastic network of franchisees and I look forward to developing the skillset of our personal trainer network. It’s a great opportunity to be hands in a fast growing business.” Andy will also be responsible for launching and driving the partnership with MyZone right across the entire franchise
network. Finally, he will be reviewing and creating a robust member onboarding process to ensure members have the five star experience. “As we continue to grow we felt it was crucial to specifically create this new role to ensure we keep abreast of changing industry trends,” added Jillian Bassett, operations director for Snap Fitness UK and Ireland. “With Andy’s background in the boutique fitness space, it will aid us in going from strength to strength as we work to create boutique experiences in a commercial setting. “His expertise will enable us to be even more competitive in the mid-market space and ensure we continue to innovate, offer a diverse range of workouts and a best in class experience for our members.”
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Advertiser’s announcement
EMS: The wearable tech of the future? By Phil Horton
OUR recent survey of UK PTs showed that the number one thing PT’s care about is safety. Closely behind safety is helping clients reach goals faster. This result is encouraging, especially because these goals ranked higher than things like attracting new clientele and making more money. While personal training is, above all else, a business, it shows that UK PTs genuinely care about their clients. They want training techniques that truly help their clients reach their goals safely and efficiently. This is why I’m excited about the opportunity for electro-muscularstimulation (EMS) for PTs in the UK market. EMS training has been scientifically proven to be safe and effective by reputable sports institutions. It may seem unusual, but the sensation of the electrical current stimulating your muscles is not painful. Also, 20-minute sessions can help clients see fast results or overcome a plateau in their training. EMS is a workout that targets your whole body rather than one specific muscle group. It stimulates up to 98 per cent of all muscles, whereas a traditional
Phil Horton
workout may only use around 50 per cent of muscles. This means your workout can be a lot shorter...and smarter. A 20-minute workout can be the equivalent of a normal 90-minute session.
These two facts alone make it an appealing opportunity for forwardthinking PTs who are clearly interested in safely helping clients reach goals faster. The annual ACSM survey also came out recently, with wearable
technology taking the number one spot for the second consecutive year, and for the fourth time in five years. The category includes fitness trackers, smart watches, heart rate monitors and GPS tracking devices and it has been estimated to be about a $95billion industry. Our PT survey revealed that nearly all respondents had used some sort of wearable tech both personally and in their training. And yet, the vast majority have not tried electro-muscular-stimulation (EMS) training. In fact, only 28 per cent said they would be likely or somewhat likely to incorporate it into their training with clients. Over time, I suspect this will change. The adoption of any new technology takes time. Even when the evidence is unquestionable, both companies and individuals are slow to adopt new technology even when they know it could help. But PTs should look beyond the short-term concerns of new technology. An investment in new fitness technology – like EMS – that can be implemented and used efficiently can help clients to train smarter and ultimately reach their goals faster. EMS is after all, just another form of wearable technology. n Phil Horton is the country director for the UK at miha bodytec.
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GROUP FITNESS
Reach Wellness with FIVE Concept and SensoPro at Everybody @ Alderley Park EVERYBODY @ Alderley Park was officially launched recently. The new facility includes a state-of-theart gym, five-a-side football, impressive tennis courts, a sports hall that will be filled with activities such as netball, football and badminton. A full 11-a-side football pitch and cricket pitches will also be available soon. “The Gym at Alderley Park is sure to attract a lot of attention given that it is the first site in the UK to install both FIVE Concept and SensoPro together, said Jeff Davis, managing director of Reach Wellness. “We are delighted that Everybody Sport and Recreation has committed to a progressive approach of innovation.” Paul Winrow, operations director of Everybody Sport & Recreation, added: “Discovering and using the FIVE concept and SensoPro at the FIBO exhibition in Cologne, opened Everybody Sport and Recreation’s eyes to this type of equipment, in a user demographic where we believe development of posture and core strength is increasingly important to our customers. “The Alderley Park project has given us the opportunity to take some ambitious decisions about our equipment offering which ranges from stability and co-ordination training with the SensoPro to Movement Preparation, Mobilisation and Stretching with FIVE Concept.” “Provision of FIVE Concept and Sensospro supplements and compliments Functional Training using MyZone via timetabled gym floor rig classes along with a complete
range of Technogym CV and Pure Strength resistance equipment,” said Manus Twomey, senior operations manager. “I firmly believe that Alderley Park is not only the most comprehensive mix of gym floor equipment I’ve ever had the experience of installing, but also had the pleasure of using.” Speaking at the introduction of Everybody @ Alderley Park, CEO of Everybody, Peter Hartwell, said: “We are delighted to have opened our new facility and can’t wait to see all of our new members enjoying their new gym, we continue to try to provide ‘Leisure for Life’ and the addition of this new facility can allow us to reach many new people.” “FIVE Concept uniquely provides ‘the bridge’ between fitness / wellness and therapy on the gym floor,” concluded Jeff. “FIVE Concept affords members the opportunity to perform movement preparation, mobilisation, recovery, regeneration, flexibility and stretching while SensoPro offers users coordination, balance and proprioception training. “SensoPro has progressive 10-minute training programs for health, fitness and performance delivered via a video screen, making it fun and engaging for the user. “Applications range from falls prevention for the ageing population, rehabilitation, general fitness through to enhancing elite athlete performance.” To find out more about how to incorporate FIVE Concept and SensoPro into your facility or workplace visit www.reach-wellness.com or email info@reach-wellness.com
UK FITNESS SCENE
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Advertiser’s announcement
How to drive your PT business forward IT MAY not seem it yet, but the new year is just around the corner. In just a few short weeks, 2019 will be just a memory and you’ll be staring down a fresh 12 months full of exciting opportunities for you and your business. As a personal trainer, there are ways you can utilise that knowledge to drive your business forward and ensure you’re ahead of the trends and your competitors. Broaden your skillset As a personal trainer, your Level 3 qualification is not to be sniffed at. You are a fitness professional and have worked hard to build your career. However, the learning doesn’t stop. To ensure you’re delivering the best service, taking additional training to upskill is a must for both your clients and your business. In a survey conducted by EMD UK, the national governing body for group exercise, Pilates came up as the second most popular group exercise class for people to attend, with more than 887,000 people attending every week1. Known nowadays for its wholestrengthening focus, Pilates is now used as a complementary training method for athletes and bodybuilders. Holistic exercise classes, like Pilates, have been known to boost not only physical wellbeing but also mental wellbeing.
With the trend showing no signs of slowing, upskilling to add Pilates to your services could be for you. The opportunities to work with small groups or even one-to-one greatly expands your earning and business potential. Find your niche Understanding what goes on in your local area can give you a steer as to the types of clients you can attract and pick out areas that other PTs and fitness instructors in your area have not yet tapped into. If you work in an area with business estates, look at what the offerings are there; do they already have a gym? Would the businesses be open to classes? Could
you work one-to-one with company directors? If you focussed on the latter, there are vast opportunities to charge more per hour and cast your net solely to them. Take the time to understand the mentality of local company directors; the types of events they go to, where they socialise, what social media pages do they talk on. This research is key, giving you a full understanding of who they are and making them easier to target with your marketing. Focussing on one group of people does not narrow your potential earnings – it opens it up. If you know your audience and you deliver on results and service, good news travels fast.
Don’t solely rely on social media Social media may be the go-to platform for getting any message out there, but is it best for your business? Consider a blended marketing approach, whereby you combine your online marketing campaign with traditional marketing methods, like flyers. Flyers and mail drops may seem out of touch, but this is far from the truth. In fact, research has shown that mail activates areas of the brain responsible for long term memory encoding 49 per cent more than email and 35 per cent more than social media advertising2. Not only that, the lifespan of a flyer can be up to 21 days from the day it drops on your doormat to the day it goes in the recycling3. Some food for thought in the run up to new year. The more you plan now, the better, and having a plan really is one of the keys to success. So, how will your 2020 shape up? To find out more information on Level 3 Pilates included a £200 Sport England bursary, contact the EMD UK training team on 01403 266000, email them on training@emduk.org or visit emduk.org/courses Courses take place in January, March and September.
References 1. EMD UK National Fitness Survey, 2018 2. Why Mail Cuts Through, Royal Mail 2019 3. JICMAIL Q2 & Q3, Kantar TNS, 2017.
GROUP FITNESS
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Advertiser’s announcement
Transform your functional space with Technogym Skillmill
What makes a single piece of equipment stand out? When different businesses can use a product to deliver services to specific audiences, you know the product must be special. Meet Skillmill, the ultimate in adaptable training equipment. Discover how four very different fitness businesses are using Skillmill to keep things fresh and exciting for their customer base.
NO 1 Fitness: Skillmill helps us offer variety – keeping classes fresh
OPUS Fitness: Skillmill helps us educate and rehabilitate clients with injuries OPUS Fitness offers science-driven personal training in a chic London environment, with a focus on movement and mechanics. The OPUS client is typically looking for injury rehab alongside training performance. Barbi Viragh head of group exercise classes, explains why OPUS chose Skillmill as the product for delivering PT sessions and highly focused running performance training in small group classes.
“Our clients are often recovering from injury, and need extra close attention and care in class. “Skillmill allows us to deliver that even in classes of nine or so people. “Skillmill is a really versatile tool for PT sessions and classes. “We can deliver a range of training techniques and educate clients on proper running technique. Skillmill is a truly unique product, plus it is joint and impact friendly which makes it the perfect kit for our clients.”
NO 1 Fitness is a London based PT studio which offers busy City workers exclusive PT sessions and a range of eight classes. The key factor of NO 1’s classes is that no exercise is performed more than twice - and Skillmill helps to deliver this format. NO 1 has three Skillmills on the gym floor and used in their classes. Director Harry Thomas explains why Skillmill is the best product for delivering variety and excitement. “We keep members engaged by promising to perform each exercise no more than once per class. Skillmill is fantastic for this – it offers such a wide range of modalities in a single product. When you consider that you can use one Skillmill to do sled pushes, speed running, walking backwards and so much more, a Skillmill isn’t really one piece of equipment - it’s multiple! “Our trainers are brilliant at coming up with innovate ways to use the diversity of the Skillmill – they are
discovering an impressive range of workouts! This helps us move client through multiple dimensions, which means they get great results. “Skillmill has changed the way our clients perceive exercise and running, shifting from something they feel they have to do, to something they want to do. We are seeing members taking up running outside after using the Skillmill in classes here.”
Underground Training Station: Skillmill helps us focus on form across a range of classes UNDERGROUND Training Station is a functional training facility that focuses on delivering incremental improvements in performance alongside form and technique. Underground’s trainers come from a range of professional sports backgrounds, so they know the importance of coaching the basics of every movement. Gym manager Paul Robinson explains how Skillmill helps the gym deliver a range of classes safely and effectively to a variety of customer. “The Skillmill is a unique product that quickly became an invaluable asset to us, forming a key component to our classes and on the gym floor. “Our trainers coach and encourage members to use the Skillmill during classes, this way they develop the grit to use it during their own workouts. “Skillmill offers such versatility, plus a challenging and inspiring workout every time – this keeps members coming back for more.”
Three Sixty Fitness: Skillmill is a single product helping us cater for a range of clients THREE Sixty Fitness in Brighton is a friendly independent gym that caters to the individuality of every member. Skillmill has extended their floor and added variety to their classes. Fitness and class instructor Megan Lidup explains how Three Sixty gets the most from Skillmill. “On the gym floor, we can use Skillmill with our older clientele to focus on hip mobility, using the slow side setting which enables us to train
key movements. “In our classes of between five and 10 people we use the multiple functions of the Skillmill to help participants switch through fast, dynamic changes. “It really comes into its own in our HIIT classes, allowing customer to move between sled pushes and max speed sprints with flawless transitions – thanks to the amazing adaptability of the Skillmill.”
Discover how Skillmill can transform your business call 01344300236 or e-mail UK_info@technogym.com
Digital: The Key to Fitness Success.
CLAIM YOUR FREE DIGITAL HEALTH CHECK sally@scriptmedia.co.uk
Whether you’re a small independent gym or a large fitness organisation with a variety of brands, all gyms have the same objective and face the same challenges. It can be difficult to know how to attract new clients to your gym in the most effective way while still prioritising the very best for your existing clients. Time and budget are often limited and can hamper your effort to appeal to your current clientele. The starting point for any business, no matter what industry they are in, should be a cohesive brand style and well designed marketing materials. Here’s why...
CREATES A COHESIVE AND RECOGNISABLE BRAND
Creating a strong and recognisable brand identity, such as a new logo, will be the first point of reference for potential new clients. If a potential client decides they would like to register for a gym, and they begin to notice your brand while researching new gyms, and continue to recognise the cohesive style across many other marketing materials, they will feel as though you have been with them every step of the way – a signature colour alone can increase brand recognition by 80 per cent. Great design can interpret a gym’s personality, finding the right colours, typefaces and images to convey the ethos of your gym to your potential clients. Having a design team on board to help with these decisions allows you to explore what message your branding gives to clients, and to understand the reasons why these decisions are important to clients.
GET YOU DIRECTLY INTO T YOUR TARGET AUDIENCE
Digital design is the main focus for a lot of businesses, a brochures/flyers can be used across both digital and pr media post. This will ensure consistency across both pla all audiences. Furthermore, by incorporating print, your hands. They will value the gesture of something which h something they can keep. A great design is multi-functio bridge the gap between clients who are more tech-savv
TO THE HANDS OF NCE
nesses, and fitness is no different. The likes of posters/ l and print platforms, through e-shots or a social both platforms, as well as helping your brand reach int, your marketing materials will literally be in clients’ which has been designed with them in mind, and is ti-functional, meaning it is cost effective and will help ech-savvy, and those who aren’t.
TRANSFORMS ENQUIRIES INTO SALES
Digitalisation shows no signs of slowing, and is becoming more of a factor in an increasing number of sectors – including fitness. The average age of gym-goers is 40-years-old, and the largest group of gym members by age is 25-54. The demographic belong to an increasingly tech-savvy generation, who are most likely to be reached through the likes of social media and the online world. Having dedicated social media management will ensure the right demographic is being reached, but this can be taken further through bespoke online videos – as online videos are expected to make up more than 80 per cent of consumer internet traffic by 2022, a 15x increase on 2017.
Script Media
Script Media have been specialists in graphic design, video, animation and marketing for the past 30 years. To help new clients kickstart their business they are offering 20% off first time design or media projects in the fitness industry until the end of January 2020 – this includes posters, flyers, videos, animations, social media management, business cards, logo creation and more! We’re organisers of the National Fitness Awards. We created the logo, website and branding for this, as well as managing the videography. For more information about how we can help you showcase your fitness business:
Call us: 01226 734 694 • Email us: rp@scriptmedia.co.uk Or visit our website: www.scriptmedia.co.uk/
24
NEW FOR 2020
As another year draws to a close, experts in the fitness industry have been predicting their biggest trends to watch out for in 2020. Workout rounds up some of the hottest topics you need to be thinking about next year.
Experts reveal their hottest trends to watch out for ... Marcus Kingwell
IT IS clear from the latest Active Lives results that fitness classes are as popular as ever, with 6.6 million people in England taking part at least twice a month. But delivering a safe, enjoyable and beneficial class is a highly skilled job. It requires in-depth technical knowledge of the activity along with great customer service and an ability to engage with participants at an individual level. You just won’t get this without investment in training and development. Furthermore, inadequate or out-of-date qualifications may negate an instructor’s insurance and, as customers become better informed, they will seek out instructors with the right qualifications. At EMD UK, we want teachers and instructors to deliver excellence so we encourage them to obtain the
right qualifications and continuous professional development. We also encourage operators to support their instructors’ professional development through training, qualification and CPD. We offer level 2 and level 3 training in a number of areas and can signpost instructors and operators to more specialist courses if required. As a leading training provider, we offer bursaries to all instructors and operators to help reduce their financial burden. Upskilling instructors has a direct impact on class occupancy and member retention as shown in our White Paper earlier this year. According to the IHRSA survey, club members who attend group exercise classes are 26 per cent less likely to cancel their membership. For 2020, we see the popularity of group exercise increasing further as campaigns such as This Girl Can bring it to a wider audience. Participants will be able to find and book their local classes using the Classfinder website which will also allow them to find out more about their instructor. This will inevitably lead to the best trained instructors getting the most customers and running high quality, profitable classes. Marcus Kingwell, CEO, EMD UK BODYWEIGHT training, Calisthenics and skills-based training is increasing massively in popularity. As more people appreciate the functionality of bodyweight training,
and the ease of being able to train anywhere, it is growing fast. People also want bang for their buck when purchasing gym equipment, requiring kit that does a variety of functions. Thus, the best pieces of equipment offer the opportunity for a variety of exercises, enabling users to progress and regress exercises, maximising improvement and user experience. As more people want to learn skills, become more functional and take their workouts outside of the gym, this modularity of training will become increasingly popular and built into classes. Harry Aitken, master trainer, Auster Fitness
THE rising accuracy and popularity of smart watches and fitness trackers has meant that people are more engaged with their fitness than ever before. In 2020, this will be taken to the next level, with a shift in focus towards measurements and data which give a more holistic approach to health and wellbeing. Heart Rate Variability (time interval between heartbeats) will play a key role in this shift, offering insights into an individual’s level of stress, sleep and recovery each day. Through ongoing review and
application of such data, users can make smarter and more informed decisions about their lifestyle choices. For example, realising that their body recovers better after a morning workout than an evening one, or that the ‘stress busting, high energy’ workout they did after a long day in the office did more harm than good. Once people start to understand more about their internal reactions and state of wellbeing, they can adapt their habits for the best outcome. Hilkka Aronen, consumer technologies, Firstbeat
Steve Tansey, head of research and development, Les Mills. DUE in large part to the rise of the UFC, mixed martial arts is continuing to grow in popularity. 2020 will see more individuals integrating this into their training schedule in order to feel the benefits. MMA classes, like Les Mills BODYCOMBAT, incorporate your entire body, so almost every muscle is being targeted at once. Continued on page 25
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Advertiser’s announcement
Nearly impossible to target this many in a traditional gym session, users can start to see greater muscular definition, fat loss and improvements to their strength and power output, at a much faster rate. Such is the interest in EMS, that the market is growing dynamically and we expect 2020 to see more mobile personal trainers, studios and shopin-shop models setting up. EMS appeals to a huge demographic – including high level athletes, older individuals, time poor individuals and those seeking rehab. At a time when we are looking to encourage fitness for all, it’s set to really make its mark in the industry. Phil Horton, country director, miha bodytec
Utilising vibration technology Phil Horton TECHNOLOGY has played a vital role in enhancing high level sports performance for decades. In more recent years, we have seen it become more widely available and used at a general consumer level too. Electro Muscle Stimulation has followed suit. Used by the likes of Olympians and global sports stars, this form of training is growing in awareness on a mass level, helping the everyday user to reach their own personal goals faster. By hooking up to an external EMS machine and performing a series of bodyweight movements, EMS training allows individuals to engage up to 97 per cent of muscle fibres at once.
Ian Mullane EVERY operator will tell you that retention is important. However, despite all the suggested solutions, very few have made progress over the years. The accepted industry average is that 40 per cent of members will leave a club on an annual basis which is incredibly high. Continued on page 26
PULSEROLL are UK leaders in fitness training, recovery and well-being products while utilising the benefits of vibration technology. In the form of vibrating foam rollers, a peanut ball, a single ball and a NEW massage gun they use the latest technology and are loved by elite athletes, fitness enthusiasts and rehabilitation professionals. Pulseroll are official partners with Loughborough Sports, GB Boxing, British Weightlifting, England Handball, British Fencing and work with several premier league football clubs to provide super-versatile pieces of exercise equipment that offer many benefits similar to a sports massage. The Pulseroll Vibrating recovery products are perfect additions to compliment sessions with clients while providing an extra revenue
stream using cutting edge technology products. The benefits of vibration can help with increased circulation, improved mobility, reduced DOMS and myofascial release. Through continued use you will notice an increase range of motion and flexibility as well as easing muscle pain and aiding in preventing future injury. Pulseroll provides industry discounts and a simple but profitable affiliate system that is available to all PT’s and gym owners. Their rollers are also available in a Pulseroll stretch and release class that is used in a class environment while they offer their own instructor training course that is accredited by CIMSPA. www.pulseroll.com 0161 9562324 sales@pulseroll.com
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NEW FOR 2020
26 My prediction is that in 2020, smart operators are going to start getting serious about their data and start considering how tools like AI and machine learning can impact their retention efforts. Right now, we don’t have insight into which members are likely to leave us in a timeframe in which we can do something to change it. AI can provide this insight and give an operator a greater understanding of their overall attrition risk. And you don’t need to be data scientist to understand this data. The technology is getting smarter and smarter, putting information into a business context in enough time to allow an operator to make changes that will have huge impact on their bottom line. Ian Mullane, founder and CEO of Keepme PM Leonard
WITH the gap between the medical and fitness worlds ever shortening, movement efficiency and joint health will become a priority in 2020 and beyond.
17 million people in the UK suffer with a joint and musculoskeletal condition according to the Joint Health of the Nation study 2019. This is the biggest cause of disability and pain across the UK. The socioeconomic burden alone is over 30 million days of work lost each year and accounts for over £4.7 billion of NHS programme spending. Luckily the human body is a highly adaptable piece of hardware and many of these issues aren’t permanent and can be rectified. Looking to 2020, I believe we are going to see a rise in Kinstretch and the Functional Range Conditioning system, which prioritises quality of movement vs. intensity of exercise. Kinstretch and FRC can improve many low pathology issues. It can also help build the necessary prerequisite range of motion and strength in joints to keep people playing the sports and doing the activities they love to do without the negative impact on long term health. PM Leonard, head of personal training, Ten Health and Fitness AS WE go into 2020, members are wanting to be more connected than ever before. The area of fitness connectivity has been developing at a rate of knots over the last five years and we see this as an area that is set to speed up again. You can expect to see something new in 2020 from Pulse Fitness, as we are set to launch an app that will give an all-encompassing fitness experience for members. Another huge area of development will be online training. At the moment it’s still very much a grey area on what it is and how it
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awareness – so it’s no surprise to see it’s rising popularity in the industry. Two of the biggest fitness trends in 2019 were group training and HIIT, and in 2020 I expect these to remain popular but with a more holistic approach. Classes combining HIIT exercise with Yoga poses, group cycling with visualisation, and mindful functional training are going to be popping up on class timetables much more regularly. Andy Carr, national product manager, Snap Fitness UK and Ireland
Ben Steadman really works for operators. This will change massively over the next 12 months. There will be developments in pre-set and interactive programmes that your members can indulge in, whilst away from the club as well as in the club. Online training will also add another revenue stream for operators as well as an improved experience for your members. Ben Steadman, business development director, Pulse Fitness TECHNOLOGY is always going to feature top of my health and fitness trends as we look to another year. In 2020 though I think Blockchain Technology specifically will gain traction. Building on services like Vitality, start-ups like Lympo.io will provide an eco-system with wearables and phones allowing users take control of their exercise / activity data and monetise this for personal rewards. This means fitness professionals will need to stay educated with regards to not just wearables but how to actually use the data they produce in order to provide the best service and results for their clients. Technology will also increase the uptake of home based workouts with class / session streaming capitalising on that ‘Netflix’ / on-demand experience. Finally, although I’m not an advocate, plant based diets will also gain interest off the back of raised awareness about our environment and societies changing views towards nutrition and climate. James Clack, learning and skills development manager, Active IQ Andy Carr
MEDITATION and mindfulness classes and events are popping up with more frequency and I see that trend continuing in 2020. I, personally, am a massive fan of meditation and have been meditating for about 18 months. It’s an opportunity to find some inner stillness in what can otherwise be a fast and frantic world. Mental Health is, rightfully, gaining more awareness among the UK population and people are starting to realise the importance of taking time to invest in their spiritual wellbeing. Meditation is proven to reduce stress, anxiety and increase self-
Paul Bedford CONSUMER access to health and fitness is now so broad, a good location simply isn’t enough. Not only are clubs and centres diversifying, with offers such as 10-pin bowling, clip ‘n climb and day spas, the traditional health club of old is competing with brands that have no physical club at all. This makes understanding your unique position in the market even more important; differentiating yourself from the competition is the only way to retain and gain customers in this increasingly competitive environment. Prepare your business for 2020 by identifying what makes your business stand out from its rivals: n Who are you competing against? n What will you do to differentiate? n How will you cope with any loss of revenue or staff? n Will you change your membership offer? n How will you train your staff to prepare for this? n What actions will you put in place to review the success of your actions and their affect on sales and attrition rates? n How will you measure success? When a new operator opens up near you, you can expect to lose between 20 per cent and 50 per cent of your customers for a period of up between six and 18 months. Could your business survive that? Dr Paul Bedford, Retention Guru IN 2018 (BBC, 2018) a survey found that one in every three children are not active enough. The then Sports Minister Mims Davies was recorded saying that “an active child is a happier child” (Sports England, 2018) and that a new direction in our approach to kids fitness and health is required. In 2019, the UK Government pledged funding of £320m to help schools provide a source of quality exercise (GOVUK, 2019). Schools across the nation must now develop and add to existing physical education the school currently provides which includes the inclusion of external and professional coaches. Continued on page 27
NEW FOR 2020 This has manufactured a fantastic and mammoth opportunity for the industry to capitalise on with opportunities existing as simple as offering to offer an after schools fitness club or even brand and sponsor the annual school sports days event. Aside from a financial gain from this area, consider the positive impact that this will play on your brand and reputation in the area which will surely pay dividends in your other ventures. Gareth Gault, personal trainer Dave Wright
THE industry will come to terms with the fact that there are only three clear ways to make more profit: 1. Increase the number of members. 2. Increase the membership price. 3. Increase the yield per member. So 2020 is going to be that pivotal year/ shift in the industry where
the tide will turn from selling cheap memberships to increasing the yield per member with ‘upgradable services’ such as specialised group training classes and boutiques within the four walls of an existing establishment. The growth of wearable technology will continue due to some of the globe’s leading operators such as David Lloyds, World Gym and LA Fitness embracing Myzone in their group training and PT offering. You will also see the big budget operators running out of big box space and begin to encroach on the local communities with smaller ‘boxes’ which will significantly put the squeeze on independent operators. You will also find more and more suppliers trying to ‘copy’ the ‘perceived’ success of Peleton by offering ‘at home’ memberships and then selling it to the operators as if it adds to an existing membership rather than detracting from those at clubs. 2020 will also be the year that education in the UK through the breakthrough of CIMSPA will come to the forefront as there will be a clear pathway for those entering our sector being able to be educated for their entire careers. Dave Wright, CEO, Myzone HOW is it that we can actively encourage our members, clients and peers to engage in forms of cardio that improve strength, fitness, speed, muscle tone and work almost every muscle in the body? The answer is simple and is a tale as old as time, boxing, boxing, boxing! The rise of this particular sport in the UK recently has been meteoric.
27 James Acheson
Its popularity has been aided by the ascent of so many World Champions from Britain in the last few years. Currently, the two finest being the winners of their respective weight categories in the World Boxing Super Series tournament, Josh Taylor and Callum Smith. With the sport drawing new fans year on year it is certainly the case that it is encouraging a more diverse appeal which means the average person is keen to explore the training methods further. It is very possible that someone who has never even remotely considered the possibility of boxing as a crucial element of their training programme can end up seeing it as the most vital form of exercise.
The slow, methodical, technique based introduction to how the sport works actively encourages more engagement mentally than it takes to simply run, cycle or row. More often than not when it comes to the before mentioned pursuits, people can zone out. Boxing forces the brain to engage with all areas of the body. Thoughts turn to the position of the feet, head movement, hand eye coordination and remembering different combinations. How then, as fitness professionals, should we provide this service to our members, or clients? The easiest way is to simply hang a heavy bag in the gym. These can be found almost everywhere. Brands like Ringside, Tuf-Wear, Lonsdale, Everlast etc. all provide perfectly viable options to hang in your facility. These can always be found on commercial gym equipment websites like www.fightstorepro.com So, what’s new for 2020? Nothing, ‘old school’ is the ‘new school’ for 2020. Boxing in the eyes of the public as a method of training for fitness has experienced a huge surge in the last couple of years and rightly so. Begin with hanging some simple heavy bags in the gym and learning proper pad work technique. This way you can transport your clients back to 1882, when John L. Sullivan became boxing’s first gloved world champion. Improving every area of their musculature, giving people an insight into what it takes to train for the toughest sport on earth and reach their own personal goals in the meantime. No more boring cardio! James Acheson, personal trainer
NEW FOR 2020
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New fitness boxing punch pad launched
Four quick tips to compete against the big box clubs IF you are an independent health club owner in the UK you will know that competition in the industry is at an all-time high. Big box clubs like Pure Gym, The Gym Group and Xercise4Less are filling up towns at record rates. How can you compete against these clubs and keep your standing in your local market? 1. Laser sharp focus on customer service. How do big box clubs keep their membership rates so low? They have highly automated processes and scaled back staffing. It is now common practice for a new member to sign up online, receive their membership code via e-mail, and undertake their own induction without meeting one single staff member. For your average Joe this can be an intimidating process. With a customer friendly approach you will be kicking goals left right and centre. 2. The community approach. Big box clubs don’t normally have a community focused strategy. This is where you as an independent club have the power to create an environment that keeps your members motivated and engaged. Member events, coffee mornings, free open days and bring a friend for free days are all great ways to improve the community feel in your club.
3. Sales training, sales training, sales training. The CFM team undertake daily sales training to keep on the top of their game. When was the last time your staff undertook sales training? Membership sales are the bread and butter of the industry and the lack of importance placed on sales training is alarming. With endless options available to customers nowadays, having a structured sales process in place with regular staff training is essential. If you could improve your close rate by 20 per cent, how would that affect your bottom line? 4. Increased focus on retention There are many ways to improve retention in your club and give some attention to not only attracting new members, but keeping the ones you have for longer. Systems such as Myzone are a great way to keep your members engaged and help them to get better results, both of which directly impact retention in your club. Creative Fitness Marketing provide a marketing solution to increase the membership base, monthly cash flow and the profitability of your health club. With every CFM campaign booking made before January 31 2020, you will receive a free Myzone system. To find out more visit https://uk.cfm.net/ special-offer or call CFM on 0115 777 3333. Terms and conditions apply.
FUNKYFIT Boxing is the brainchild of motivator and personal trainer Frank Mangna, also known as Mr Funkyfit. New and energetic, Funkyfit Boxing helps combat mental health issues while having fun. Everyone loves to punch. This fresh concept will get you fitter, as you punch your way towards a positive mindset. So start hitting those pads, rediscover yourself and free your mind. The Funkyfit Boxing pad is the first of its kind; it can be used anywhere, anytime. It’s small, portable and secures to the wall allowing plenty space for other classes, unlike larger free-standing or hanging punch bags. Funkyfit Boxing is currently the only boxing concept that allows direct punching without the need of a training partner to hold pads (which can be dangerous depending on experience/random partnering during fitness group sessions). With only six different punches it’s quick and easy to master, however, learning the various combinations is
where the fun really kicks in. Mr Funkyfit has 18 years’ experience in the health and fitness industry. He’s the founding director of Studio Red Fitness in Southampton and spends his time training and motivating people towards gaining positive mental attitudes and achieving healthy lifestyles. Mr Funkyfit regularly leads numerous health, wellness, charity events/festivals across the UK and has appeared on many TV and radio shows as a health and fitness adviser. He has also written numerous published fitness articles for newspapers and magazines. Mr Funkyfit is looking forward to motivating more people through his latest Funkyfit Boxing which he’s introducing to gyms and studios across the UK and worldwide. Funkyfit Boxing is also available online with hundreds of workout videos. If you’re interested in introducing Funkyfit boxing to your fitness clubs or purchasing some Funkyfit boxing pads visit funkyfitboxing.com
Dyaco UK launches E-commerce site for home fitness brands DYACO UK is pleased to have launched its new ‘Dyaco Fitness’ e-commerce website www. dyacofitness.co.uk offering products from its home fitness brands, Spirit Fitness Home, Xterra Fitness, SOLE Fitness and UFC. In addition, Dyaco’s commercial Spirit CV line will also be available for the more discerning home users looking for commercialgrade products and to enable trade customers to order online at their convenience. The aim of the website is primarily to support retail customers, by providing a platform for consumers researching products to find out more about Dyaco and its home brands. It will give peace of mind that Dyaco has more than 30 years’ heritage in manufacturing high-quality fitness equipment for the home, so
consumers can rest assured they will be buying a credible product with good after-sales support. It also offers Dyaco the flexibility to introduce new products and brands to home users directly, as part of its objective to grow its home product and brand offering to the market. For more information contact the Dyaco UK team on sales@dyaco.co.uk or call 0800 02 93 865.
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New Sedbergh Sports and Leisure Centre: The jewel in Bradford Council’s crown IN January 2018, Bradford Metropolitan District Council started the fitness suite refurbishment of its existing estate and the creation of a new facility. “When looking for a fitness partner, two things were of absolute paramount importance,” said John Coulton, sports facilities manager at BMDC. “Innovative and durable equipment coupled with an after sales service that cemented the partnership. “Through the site visits we conducted and the feedback gained from existing Gym Gear customers, it became evidently clear that Gym Gear equipment engaged and motivated members and
had positive effects on retention. “Since our first Gym Gear installation at Keighley Leisure Centre, attrition has been reduced, new member sales have dramatically increased and member net gain is at an all time high.” Six years in planning and two years in making, Sedbergh Sports and Leisure Centre was always going to be the jewel in BDMC’s crown. Sedbergh opened its doors to the public for the first time recently. “Undoubtedly, out of our entire refurbishment rollout across the estate, the new build at Sedbergh is the jewel in our crown,” added John.
“The support from Gym Gear throughout this project has been first class. From understanding the vision to creating and delivering the concept, Gym Gear has been incredibly proactive. “Working alongside a partner like this makes the whole journey that much easier and more enjoyable. “The experience and creativity that Chris (business development manager, Gym Gear) brought to the table was invaluable. “The result is a facility that is best in class and, although in its infancy, has exceeded all expectations.”
The fitness industry doesn’t need a Tom, Dick, Harry or Hugh...it needs a Greta By David Minton THE “Greta Thunberg effect” is infectious; it’s one of the driving forces behind global climate strikes and carbon offsetting worldwide. While climate action is a clear and unequivocal necessity, could all industries learn from the 16-year old? It’s almost the end of 2019 and while the fitness
industry continues to thrive, it must continue to innovate. To do this, does fitness need a Greta? I have set out what we might see in the fitness industry next year if we accelerate our rate of innovation. I believe that 2020 might be all about how technology impacts the fitness consumer. Following the recent acquisition of FitBit, Google now own intimate data on weight, sleep, heart rate and step count. It is often linked with precise location information which is used to map users’ workouts and link to social media. This lucrative health-related and lifestyle data will definitely push the boundaries of innovation within the fitness industry in 2020. Similarly, Apple, through its extensive health data app and activity-tracking watch, has already been proactive in allowing users to record health and fitness data and encouraging daily goal setting. So, I’m sure 2020 will see them design even more insightful and rewarding features. Tech can enable companies to develop a potentially unstoppable competitive advantage, so I feel 2020 will see more technology inform and educate the fitness consumer in ways never seen before. Could we use facial recognition to get us into the studio, to work our digital locker and pay for our protein bars and shakes from a vending machine? Could studios and gyms link into food tracking apps such as MyFitnessPal to tailor our post workout shake or snack to our precise macro / calorie goal for that day? Could a PT receive signals on our emotional wellbeing and behaviour traits in real-time and then tailor our daily workouts to optimise our fitness gains no matter the state of mind? What else do I think we could see in fitness in 2020? 1. Design: Trendy and inclusive boutique studio
David Minton
design flowing into all fitness facilities. 2. Environment: Environmental impact ensuring fitness brands promote their sustainable credentials along with their energy efficiency. 3. Boomerlennials: Experiences for both Baby Boomers and Millennials merging and stopping industry ageism. 4. Gamification: Gamification growing as more people reward actions and ‘share’ their activity with others all over the world. 5. Empowerment: Fitness brands accelerating support to help newbies and therefore expanding the reach of the industry. 6. Wellness: Fitness companies incorporating wellness into all aspects of their brand such as deep breathing, active silence and meditation. 7. Fitainment: Fitness, entertainment and experiences coming together as the consumer demands ever more fitainment in their lives. 8. AI: Virtual Reality, AI and machine learning enhancing and improving workout experiences. n David Minton is the director of Leisure DB.
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Advertiser’s announcement
Don’t cut costs or corners By Jenny Patrickson
WITH Black Friday behind us and Boxing Day sales ahead, everyone loves to grab a bargain. But when it comes to staff development and training, it’s ‘buyer beware’ of low-cost promises. When something sounds too good to be true, it probably is! Really look carefully at what a provider is offering as rock-bottom prices inevitably mean something is missing. Our industry is facing some huge challenges, particularly when it comes to training and development. Ongoing educational reform, including the impending withdrawal and replacement of core Level 2 and Level 3 qualifications and apprenticeship frameworks, requires effective change management to ensure a smooth transition. Several qualifications and apprenticeship frameworks will end in July 2020, making way for new and revised qualifications and standards to be phased in. We welcome these as they can help to ensure a higher level of skills and standards within our industry. With change comes risk from agents looking to ‘race through’ or ‘sell off’ familiar training and accreditation processes before the door closes on older qualifications. Resist these ‘bargains’ as, with the right support, operators, training
Jenny Patrickson
providers and learners will do better to sign up to the new training and assessment opportunities that meet the needs of today’s consumers. Cutting costs inevitably comes with cutting corners, quality and integrity. I love a bargain as much as the next person, but when buying the training, skills and assessments
that form the foundation of our industry, price alone must not sway your decision. With changes ahead, our dedicated new Business Development and EPA (End-point Assessment) teams are in place to help learners, training providers and employers navigate their way, supported by our bespoke
consultancy and one-to-one services. Prioritising partnerships and offering bespoke consultancy, we are enabling businesses and learners to maximise their potential in today’s fast-changing and turbulent education climate. At Active IQ we put quality over quantity and integrity above all else. We provide extensive resources, bespoke solutions and consultancy services and develop meaningful partnerships and associations. We are outward-facing and share our time generously on professional advisory panels including ukactive and CIMSPA. Our partnerships with industry experts are diverse including British Military Fitness, EMD UK, Sports Leaders, Cathy Brown, Ben Coomber and Max Whitlock. Our significant knowledge bank is accessible through our unique online Skills Hub including webinars, podcasts, vlogs, training events from experts in education, medicine, business, marketing, funding and policy, graduate training and CPD. We surround ourselves with the best in the business and value genuine partnerships. And you can’t really put a price on that. ■ Jenny Patrickson is managing director of Active IQ.
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UK FITNESS SCENE Colin Jackson CBE has experienced an incredibly successful career both on and off the track. Since hanging up his running shoes 16 years ago, he has become a well-known BBC sports pundit, a successful coach and an ambassador for the Everyone Active Sporting Champions scheme, through which he provides mentoring support to young athletes. Here, Colin discusses the importance of former competitors continuing their legacy by providing essential support and guidance to the athletes of the future.
Using experience to inspire the next generation of Olympic hopefuls ... TEAM GB enjoyed unprecedented success at London 2012 and Rio 2016, winning a total of 132 medals across both Games. Our athletes also produced promising performances at the recent World Athletics Championships in Doha. Focus will now be on exceeding past successes at the 2020 Tokyo Games. Doing this relies on our ability to nurture Britain’s next generation of Olympic hopefuls and provide young sports men and women with the support they need to thrive. The UK now has a talent pool that is brimming with world-class athletes, many of who have earned a place in their sport’s hall of fame. I believe, however, that the real strength of their legacy is defined by the impact of their success on younger generations. For me, it is essential for former competitors to make themselves
Everyone Active Sporting Champions ambassador Colin Jackson CBE. and their experience accessible to up-and-coming athletes, and help to guide and direct prospering careers.
Advertiser’s announcement
Perform glute exercises safely WITH The increasing trend of glute exercises, facilities have seen a major issue with the elaborate setup and space needed to execute the standard hip thrust. Performing this exercise with a bench, barbell and padding often ties up Olympic benches, which can be a problem during peak hours. The bar can also dig into your hips and the motion can put you at risk of low back hyperextension. Now people can perform this movement safely with the Core Health and Fitnes Glute Drive. This new and innovative type of glute exercise machine safely and smartly isolates the muscle, building power through a strong hip bridge motion, creating sexy glutes, and
improving hip and core stability. Jeff Dilts, vice president of product management and innovation for Core Health and Fitness, said: “With published research and social media promotion, the hip thrust has become one of the most popular glute training movements in facilities today. “We needed to find a simple, effective solution for people to safely perform this exercise without having to congest space or improvise with other benches and Olympic bar movements.” The Nautilus Glute Drive offers the full benefits of the hip thrust exercise, simply, safely, and with good form. For more information visit https://corehandf.com/product/nautilusplate-loaded-glute-drive/
I’m an ambassador for Everyone Active’s Sporting Champions – a talent development programme that supports athletes at all stages of their careers. As well as free access to leisure facilities and essential funding, the scheme develops budding sports stars by connecting them to experienced athletes and industry experts. In the world of competitive sport, where success and failure are micro seconds apart, it’s important to hear from people who have experienced the same highs and lows. I know first-hand the benefits of this. As a younger athlete, I took inspiration from the likes of Daley Thompson. Speaking to him to understand what gave him the competitive edge and applying this to my own performance proves how much of an impact this type of knowledge can have. I take an open, hands-on approach to coaching and mentoring young
athletes, and encourage those I work with to do the same. It’s a privilege to continue working with sports men and women after your competitive career, and we can help more athletes to do this by equipping them with the skills to become mentors themselves as they progress. Everyone Active Sporting Champions encourages its athletes to attend a variety of community-based sports events to provide inspirational experiences for those involved. Doing this from an early point in their career helps to instil the idea that they are ambassadors of activity and have a role to play in supporting young talent. By making the unique knowledge and experiences of athletes more accessible, we can create a perpetual support network between former, current and future athletes that can help to sustain Team GB’s sporting success into the future.
Advertiser’s announcement
Company meets the mark ServiceSport prides itself on operating to the highest levels of quality across every department in its business. Following a visit from auditors from the International Register of Certified Bodies, the Chorley-based firm continues to meet the requirements of ISO 9001:2015 with no issues. The challenges faced by business and organisations today are very different from a few decades ago and the latest ISO 9001 framework takes this new environment into account. One result of adopting a Quality Management System (QMS) is an improved level of quality for the entire organisation — every process and every product. IRCA auditor Russ Archer said: “As always, it was a well-received visit.
“The QMS is very well controlled, with leadership always demonstrated. The internal audit results show that the QMS is effective and compliant.” ServiceSport’s managing director Susie Marriott added: “I’m delighted that our quality management system continues to meet the ISO 9001:2015 standard. “It underpins all our processes and procedures to ensure we’re providing an industry leading service to our customers. “The auditor commented on ServiceSport going over and above the requirement to ensure we passed with flying colours. “I am very proud of the efforts our leadership team made to achieve this result – a big thanks goes to them.”
Increase your lean mass SELECTIVE Androgen Receptor Modulators or SARMs are compounds that are non-steroidal and product anabolic effects in bone and muscle. SARMs have been found to increase lean mass, even in short periods. They are seen by many in the bodybuilding community as a safer alternative to steroids, with similar dramatic effects. First introduced in 1998, they were developed to have the benefits of steroids while being safer and having fewer side effects. They are constantly being studied
and currently considered research compounds. You will be able to find people across the internet and in gyms talking highly of their experiences with them. As a high-quality supplement supplier, Peak Body has the most popular SARMs available for purchase, including RAD-140, and MK-2865. Established in 1995 by nine times Mr Universe, John Citrone, Peak Body strive to bring you the highest quality and most effective products to support your workout. https://peakbody.co.uk Tel: 0191 4157550
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PRODUCT NEWS
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What would you do with an extra £125,000?
FirstLight Cycle – still shining one year on AS glorious as the day it opened, we take a look back at one of Createability’s most exciting projects, the world’s first sunlight simulationbased indoor cycling experience, one year on. First Light revolutionised the world of indoor cycling. Stadium-style seating offers unrestricted views of the 30ft ‘magic mirror’, which transports riders to worldwide destinations, with ‘Maestro’ instructors using sound, visuals and sunlight simulation, mimicking the natural sunlight you need at each part of the day, to enhance the experience and reflect the energy demands of each class. Brian Thompson, commercial
director at leisure, design and build specialist, Createability, said: “Building within a live retail mall meant we really had to think out of the box. “But our expertise lies in working with live sites, often redeveloping facilities alongside paying customers, so we’re skilled at orchestrating the unconventional. “We set out to build the best, highend boutique club in London, and we truly pushed the boundaries on the norm. “It’s so unique, from the anaconda speakers built into the curved steps of the amphitheatre-style studio to the bright yellow caged stairway we built to start the customer experience.”
YOU will already know that there are endless avenues you could take to gain additional revenue for your organisation. But where do you start? Choosing which avenue to go down first can be overwhelming. It’s important to establish a reliable system that both attracts new members and drives up retention of existing members, while allowing you to increase income. Ultimately, there’s no right or wrong avenue to choose. However, we’ve found five tried and tested routes that can fast track you to an increase in revenue: 1. Ensure new members can sign up at any time and from anywhere. 2. Reduce administration work for your staff with a solution that takes away the manual hassles of tasks like member bookings, sales and marketing activities and handling payments. 3. Help members avoid missed payments and follow up effectively with those who do default on a payment. 4. Engage your members with an appealing reward programme that keeps them coming back to your facility.
5. Choose a supportive partner who understands your unique needs and goals. The right partner will create a tailored approach to working with you and is on hand every step of the way and stays by your side even when your initial onboarding is complete. Harlands Group recently published the Five Step Guide To Increasing Your Revenue which covers each of these steps in more detail. Visit www.harlandsgroup.eu/ harlands-effect-125 to get your copy and calculate how much extra you could be earning. For more information visit www.harlandsgroup.eu email sales@harlandsgroup.co.uk or call 01444 449157.
Wasps renew Matrix A sustainable way of fitness Fitness partnership SportsArt started in 1977 as a supplier of high-quality OEM parts for other manufacturers. After some time passed, it became apparent that the most effective and efficient way to build robust fitness products, that had a positive impact on the world, was to develop and produce them under its own brand. SportsArt has evolved into the green fitness company over its history by harnessing the belief that movement is energy and that our human energy can make the planet a more sustainable place – one workout at a time. This vision set forth by founder, Paul Kuo, at the company’s inception continues to fuel our mission to bring to market beautiful, smart, innovative products and technologies that play a role in sustaining the health of the planet and the people who reside on it. Additionally, SportsArt has a
mission to manufacture all fitness products as environmentally friendly as possible. As an ISO-14001 certified factory, SportsArt is committed to bringing innovations to the fitness industry in a way that continually strives to reduce the overall environmental impact of its business activities and a carbon footprint reduction to its consumers. The heart of SportsArt’s core values comes to life with the ECOPOWRTM Line of energy-producing cardio equipment that captures and converts up to 74 per cent of the user’s workout energy into usable electricity. With the ability to turn traditional fitness facilities into net positive human power plants, SportsArt is striving to create a fitness industry that turns every workout into usable, clean and renewable energy. For more information call 01509 274440 or email ukinfo@gosportsart.com
WASPS Rugby and Matrix Fitness UK have renewed their partnership, which was first signed in 2016, announcing Matrix as the official gym equipment supplier, for a further four years. Through the partnership Matrix has supplied an extensive range of advanced fitness equipment to the clubs’ state-of-the-art, elite gym facility, including cardiovascular equipment with live data functions, plate-loaded weights and Olympicstandard free weights. Chris Bell, head of partnerships at Wasps Rugby Club, said: “Matrix has provided excellent equipment that allows our players to develop and prepare for the demands of professional rugby. “Matrix are leaders in their field and continually look to innovate and improve their equipment to support athletic development. “Importantly, the versatility of the Matrix equipment allows our rehabing players to strengthen
affected areas alongside our fit players.” Current equipment installed includes the Matrix Magnum plate loaded racks, 7xi treadmills and the Climbmill cardio equipment, the Matrix S-Drive and S-Force as well as the new Matrix CXP Target training cycles. Chris added: “Matrix equipment is used as a key component of the strength and conditioning programme to aid the athletic development of our players.” “We pride ourselves on partnering with organisations that are best-inclass, innovative and offer unique concepts for our club. Matrix is a welcome addition to this family.” The renewed partnership will also include equipment installs at the new, purpose-built Primer Gym which will be located at the Ricoh Stadium. The new gym will include Matrix visuals to reinforce the partnership and will be used for match day preparation and team training.
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With inclusivity comes new trends – here’s how to capitalise ... By Ivan Stevenson THIS decade has seen a seismic shift in the health and fitness sector. More options are readily available than ever before, meaning that anyone – from athlete to recovering couch potato – can take part in a fitness activity that suits them. This means that more people are taking an active interest in their health, something that gyms would be wise to cotton onto. With the new decade creeping around the corner, now is the perfect time to take a moment to prepare your business for the onslaught of new trends that the new year is sure to bring. Firstly, with the popularity of both yoga and HIIT with fitness consumers, the new Yoga HIIT trend was inevitable. Combining intense HIIT style moves with yoga stretches, this exercise simultaneously burns calories and loosens your muscles. The great thing about this trend is that it’s likely to be popular, bringing in lots of new members. To truly make the best of this trend, fitness providers need to make sure that their membership processes are quick, easy and well managed. Consider using a fully managed membership solution such as DFC’s FastDD Platinum, which allows new members to join up quickly online and to manage their membership payments through an online portal. Secondly, the popularity of at home workouts is only going to grow over the next few years. Arguably the biggest current trend in gyms, at home workouts (especially virtual workouts) are meeting the customer’s flexibility requirement. Customers can exercise anytime, anywhere, and can even access training on a single class basis. Members are more engaged with the brand and their activity is still provided by the gym, whether or not they’re physically in the space. Furthermore, virtual instructors
Ivan Stevenson replace the need for physical instructors for the duration of that session, decreasing staffing costs. Offering members the option to workout at home, whether through an app or online platform, will increase retention rates and the strength of your business. Finally, the trend of older people making use of gyms is continuing to gain momentum because the fitness industry has become so much more accessible. Many reports say that members over the age of 50 are more likely to keep up a gym membership than any other age group. They mostly are settled in one place, have more expendable income, and have more time to spend looking after their health. This makes over 50s a more financially viable customer base than millennials. Providing equipment that is easier to use and training your staff to be able to support over 50s means that your gym can attract the silver demographic. The new year is only weeks away. Take the time to plan some new strategies before new 2020 trends pass you by. For more information on Debit Finance Collections, visit debitfinance.co.uk n Ivan Stevenson is a director at DFC.
LFX Network announces new team member
CROSSFITTER and all-round fitness lover Lindsay Mifsud is joining the LFX network team as a media presenter and workout reviewer. She will be interviewing delegates and guests at the network’s events and will bring her unique charisma and humour to both live and recorded broadcasts. Lindsay will also offer workout, studio and gym reviews to network members. She was first introduced to LFX as a speaker having suffered from anxiety and depression as a teenager. Speaking at a ‘Fitness and Mental Health’ event earlier this year Lindsay told her personal story and explained how fitness had rescued her by giving her a purpose to focus on.
Lindsay attended the LFX ‘Entrepreneurialism’ event at Bentley Motors recently and posted all sorts of behind the scenes content on Instagram and LinkedIn. Instagram: @my_lfx and @lindsaymiff
How to ensure members keep coming back RESEARCH shows that gym members who track results and see progress are more engaged and stay members for longer. But how can you keep members engaged if the positive gains of regular exercise - like balance and heart-rate recovery – are not visible? This is exactly why operators across the world are turning to FitQuest to help provide their members with important details about their overall fitness in a way that was previously only available in a bio-mechanical lab. The result is that members are more engaged, driving retention and business growth. Developed by medical research company MIE Medical ResearchLTD, FitQuest is a state-of-the-art concept in fitness measurement bringing full bio-mechanical lab technology and body composition analysis to the gym, providing data-driven digital solutions for leisure centres, gym operators, personal trainers and gym goers. In just four minutes, the FitQuest machine offers gym members a fun way to get a measurement of their overall fitness. It also helps them on their fitness journey by assessing performance across five tasks: balance, press ups, jump, steps and recovery. The FitQuest software measures balance, upper and lower body strength and endurance, explosive power, cardiovascular speed and heart rate recovery to help users understand their strengths and weaknesses so they can improve their fitness levels. Following the test, users are given an overall fitness assessment known as a Fitness Quotient score, or FQ. FitQuest also provides comprehensive body composition analysis in just 60 seconds. How can FitQuest support the member journey? n FitQuest provides the perfect pre-sales tool by giving prospective
members the motivation to sign up for a membership and improve their results. n The FitQuest machine supports personal trainers to recruit clients and demonstrate the effectiveness of their programming, however it can also be used independently, signposting members to target specific areas which can help them improve their scores. This is ideal for keeping members who don’t sign up for a personal trainer engaged with the gym as well as creating a talking point for gym floor teams. n FitQuest acts as a sales conversion tool when prospective members on a tour or a trial who take the FitQuest test as a means of engaging with the gym floor team, this can help to convert them to take up a membership compared with those who do not receive any form of engagement during their visit. n FitQuest will allow gyms to identify members whose results are stagnating, or commitment is waning. With software that easily integrates into existing systems, operators can target content and services with increased relevance. n FitQuest can also play a part in any premium membership offering with a pay per use option available to other membership types utilising full integration with membership management systems. “Gym members want to understand how to train more efficiently by choosing exercises that are best suited to meeting their goals,” said Brian Firth, FitQuest CEO. “FitQuest solves this challenge by allowing operators to get a better understanding of their members’ needs and ensuring members can track their progress throughout that journey. In turn, members stay more engaged helping you retain them for longer.” Do you want to improve your membership recruitment and retention? Get in touch at infowo@miefitquest.com
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Tech integration for gyms in 2020
Progress your strength training with new rack LOOKING to progress in your strength training, and maximise your workouts for the best results possible? Look no further than the Body-Solid SPR1000 Power Rack. Offering freedom of movement combined with adjustable racking and safety positions, this power rack is a must-have for those who want to train without compromise. Exclusive to Fitness Superstore, the SPR1000’s commercial-grade frame is the perfect platform for Olympic presses and exercises, and comes complete with a multitude of extras that let you target specific muscle groups for a full-body session. What’s included? n Rack Extension Kit – extends the back of the SPR1000 for spotter access and includes 6 weight horns, so you can keep your weight plates off the ground and stored safely. n Dip Station – the lock-in anchoring system of the Dip Station provides
stability throughout the workout, while the high-quality steel ensures usability for all weights and sizes. Two comfort-grip handles provide comfort through even the most intense workouts. n T-Bar Row – built to work with Olympic Bars, the T-Bar is an ideal tool for building and strengthening your back muscles. Superior to dumbbell rows, T-Bar rows offer the ability to work both arms at the same time for increased weight capacity and effort. And the customisation doesn’t end there. With our Package 2, you’ll also get a multi-grip pull-up bar, band pegs to add extra resistance to your movements, a storage tray, a plyo step, and cannonball grips. Find the SPR1000 online or in-store, only at Fitness Superstore, the UK’s number one specialist fitness equipment retailer.
DIGITAL transformation can be both seen and personally experienced on all levels of customer experience nowadays. Whether it’s door dashing our meals or ordering Ubers, utilising technology to enhance or expedite everyday activities has almost become unavoidable. Fitness clubs are no exception. As the health and wellness industry as a whole has dramatically benefited from technological developments (wearable devices, fitness-based phone applications, advanced exercise equipment, etc.) over the last decade, fitness clubs have made similar strides. The fitness club experience is rising to meet higher expectations every day, meaning what should be provided to members is expected to improve as well. This can include everything from technology-based exercise experiences, new-wave interactive work out classes, or first class amenities or spa services. These basic improvements to bolster customer experience can easily be attained through customsed integrations made possible through fitness club management software. In order to provide these technology-propelled experiences that will keep clients satisfied with your club and their results, fitness clubs must find ways to seamlessly integrate access to these options throughout their fitness club. Fit3D Body Scanning Technology Judging one’s health by a number on the scale is a very antiquated model for health. Our bodies’ compositions are much more complex than what our weight suggests, and accordingly, to accurately gauge our health or fitness progress, new techniques like Fit3D body scanning are imperative.
This is quickly becoming a new standard for assessment. The benefits of a body scanning hardware integration can positively impact your fitness club in several ways. With the buzz and public interest surrounding body scanners and body composition reports right now, this technology is a great way to generate extra income in addition to membership fees by charging clients a small fee per scan. Since Fit3D is an autonomous piece of equipment, your guests are free to conduct their own scans at no additional labour costs. It automatically emails detailed reports to the recipients after each scan. Additionally, fitness facilities have been seeing a shift in sources of revenue, mainly in that secondary spend is becoming a much larger source of revenue, even surpassing those of memberships for some clubs. Body scanners are a great way to boost secondary revenue in charging clients between £20-£50 per Fit3D scan and reminding them periodically to check their progress. Furthermore, the information generated from a Fit3D scan can be invaluable if your fitness club offers private training or individualised fitness plans for clients. Fit3D body scans will provide a raw and clear starting point in terms of the client’s health and will be able to track progress every step of the way, even if that progress is not immediately clear by changes on the scale or other types of body scanning systems. Client success evidenced by Fit3D body scanner results can double as built-in marketing for your club and its private services at no additional stress or cost to you. To find out more about Fit3D Body Scanning contact sales director Toby Cowley on 01788 220456 or toby@3d-aesthetics.co.uk
Challenge connects gyms nationwide DO you want to join the New Year 500m indoor rowing challenge between January 6 and 19? Simple gym innovation to get more people more active and increase your gym staff/member interactions in the process? No longer confined between four walls, empower your gym to become a hub that reaches out to fitness clubs nationwide and invite them to compete against your club. Amphi Games has the ability to set up many different group fitness challenges that can be taking place simultaneously in any part of the country. No need for specialised equipment, just choose a challenge, the duration and the club(s) you want to challenge. Record the results on your Amphi Games dashboard and see them displayed on a leader board. View instantaneous results from other participating clubs creating healthy competition – imagine the excitement created through
anticipation of seeing your club’s results coming in as the challenge progresses. Members App – Amphi Games researched and developed the results app designed to feedback results within a minute of gym staff adding the latest results,
thus keeping the challenge at the forefront of their minds whether they be at home, work or play. Key features and benefits: n Challenges are driven to success using management statistics and gamification, introducing a fun element to take the sting out of the physical challenge with generous
rewards for participation. The more serious athletes would receive medals for finishing in the top three. n Results are instantaneously formulated into exciting statistics on league tables and pie charts. Keep the competition in house or compare results with participating gyms nationwide, encouraging your gym team to challenge more members enabling them to occupy a larger slice of the pie chart. A useful tool for club managers to monitor the best performing staff and identify gym staff that could increase their member interactions. Regional managers can easily identify their best and least performing clubs. n The Amphi Games App provides innovation with private club login for your members – keeping your members right up to date with the latest results via the leader boards and to see how they are doing. Let the games begin – get a challenge started! h.stephenson@fusingfitness.co.uk www.amphigames.co.uk
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Is rock climbing the ultimate total body workout? ONE of the great benefits of rock climbing is that it works both your upper body and lower body muscles. It will strengthen your arms and back pulling yourself up, and force you to engage your core, quads and calves to stabilise your body. Working all these muscles in a single workout makes your time spent in the gym more efficient. It’s a great solution for those with a short period of time to workout without having to work different muscle groups separately. Rock climbing gives you a cardio and strength workout simultaneously. The constant movement of climbing causes a raised heart rate and burns more calories than standard exercises, with an average session burning 500 to 900 calories, making it a superior workout to most exercises. Climbing also has the benefit of improving your range of motion in the joints through increased flexibility. Climbing demands you move your body up, down and crucially sideways; all in one workout. This constant change in direction requires your body to adapt and learn to move in three planes of motion. The ability to move effectively with increased strength is essential for
SOUND AND VISION
everyday activities and for those who are taking up extreme adventure sport challenges such as Tough Mudder and Ninja Warrior. To find out how you can incorporate real climbing in your facility, without high walls in a safe low environment contact us at info@freedomclimber.co.uk or visit our website at www.freedomclimber.co.uk
What is specialist sports facility insurance? WHETHER you’re looking to cover a gym, your cricket or bowling clubhouse, a dance studio or a boxing club, we understand that keeping your gym or clubhouse maintained is crucial. That’s why it’s so important to choose the right insurance for your gym or sports facility. If an accident happens it could cost thousands to resolve and not only affect business but your staff too. Here’s what’s covered by specialist sports facility insurance: n Buildings – protect your facility in case it’s damaged and needs repair. n Contents – protect your contents such as ground maintenance equipment from theft, loss or accidental damage. n Public Liability – up to £5m to protect your personal trainers, coaches and players from third party injury and property damage.
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n Equipment cover – protect your sports/gym equipment from theft, loss or damage. n Employers liability – up to £10m to protect your employees even if they’re volunteers. n Business Interruption – cover loss of gross revenue or profit as a result of property damage. Plus, we also offer cover for fidelity, loss of licence, money, portable items, frozen food and much more. Get insured with the UK’s most trusted specialist sports insurer At Insure4Sport we allow you to build your own policy, so you’re only ever paying for the cover you need with no hidden extras. Plus, everything will be protected on one simple policy. Get an instant quote now by visiting www.insure4sport.co.uk/facilities19 or call Insure4Sport on 0800 158 5530 and quote ‘Facilities19’.
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2019.09.11-John Ansell - Workout Magazine Advert- ST-v1.0 PRINT READY FILE.pdf 1 16/09/2019 16:02:38
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If you’ve got a story for a forthcoming issue of Workout email it to Dominic Musgrave at dm@scriptmedia.co.uk or call 01226 734 407 WEIGHING & BODY COMPOSITION MACHINES
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