Club gets boost with new ownership following management buy-out
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Sport and physical activity saves £10.5bn a year for NHS and should be at heart of reform
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How to make your gym stand out this January
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Alliance Leisure brings adventure and innovation to Prestatyn Leisure Centre
WORKING in collaboration with Denbighshire Leisure Ltd, Alliance Leisure has delivered the next generation of fitness experiences at Prestatyn Leisure Centre to transform PE for local children and boost community engagement.
The innovative digital fitness experiences include the first Prama immersive group exercise studio in North Wales, as well as the country’s inaugural interactive squash court.
Will Gardner, business development manager at Alliance Leisure, said: “This investment is another example of DLL’s ongoing commitment to innovation, community engagement and providing cutting edge fitness and leisure facilities for all ages.”
The Prama studio offers a dynamic and engaging environment where sound, lights, floors and walls come to life.
The studio will revolutionise the centre’s junior fitness programme and deliver an innovative PE curriculum for students of Prestatyn High School, which use the leisure centre during school hours.
The interactive squash experience
enhances the traditional game to appeal to a new generation of players.
Utilising laser projectors, motion sensors and responsive sensors to track the ball, players can choose from a diverse range of games designed to enhance key skills such as hand-eye coordination, speed, strength and reaction time.
The project, which was delivered through the UK Leisure Framework, which is owned and managed by Denbighshire Leisure Ltd, also includes a Clip and Climb climbing experience to expand DLL’s portfolio of family-
friendly adventures.
Jamie Groves, managing director of DLL, added: “Building on the success of our Nova centre in Prestatyn and its popular attractions like Club Nova, Beach Hut and adventure play, we are excited to introduce these innovative experiences to Prestatyn Leisure Centre.
“The new digital additions will significantly enhance the PE programme for current and future students, while offering an unparalleled fitness experience for the wider community.”
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ThinCats backs ambitious expansion plans at OneGym with growth funding
ThinCats, the alternative lender to mid-sized SMEs, has provided significant growth funding to fitness brand OneGym for the acquisition of new sites as the gym chain continues its expansion across the North of England.
Founded by Paul and David Pearson, the business has grown from its original site in Bishop Auckland to 11 operational gyms across the North East, making it one of the fastest-growing regional gym chains in the UK.
The business prides itself on its flexible low cost memberships which give access to all gyms at no extra cost. It’s
unbeatable value for money in terms of the top of the line equipment and facilities. In 2022 the business was backed with “Growth Capital” by family investment office Middleton Enterprises, who have helped support OneGyms’ recent expansion adding six new sites to the chain in the last 18 months.
David said: “ThinCats has a strong track record of supporting scaling businesses like ours and together with our partners Middleton Enterprises, we are well positioned to continue to acquire and build the best new gyms, delighting our growing membership across the North. Middleton’s ‘Growth Capital’
and this new growth funding line from ThinCats has given us the firepower and confidence to scale at pace.”
Further investment in the company’s infrastructure has seen the team grow to more than 70 employees and new software has been implemented to identify the most suitable sites to build out bestin-class gym operations.
With this new funding in place, management is looking to acquire up to four sites per year, targeting units in the heart of local communities in the North, with several sites already in the pipeline and set to open in the near future.
Ben Kimball, senior director at ThinCats, added: “We are delighted to be backing David, Paul and the wider team at OneGym. Their high value fitness proposition is taking the North East by storm and their gyms have become a real hub for the communities they operate in.
“It was a pleasure working with Middleton who are like-minded in their approach to funding, providing established businesses with long term patient capital and a solid platform from which to build.
“We are excited to be on this journey with them and look forward to supporting their expansion across the North of England.”
A record-breaking year for ServiceSport Group
THE year 2024 has been nothing short of extraordinary for ServiceSport Group.
New partnerships have been formed with industry giants such as David Lloyd, Everlast Gyms, Fitness First, EGYM, and Eleiko.
These join an already impressive customer base that includes the Ministry of Defence, Ministry of Justice, Nuffield Health, Bannatyne Health Clubs, GLL, Johnson Health Tech Digital, and BOX12, alongside diverse clients in hospitality, education, and blue light services.
This year, we have achieved unprecedented milestones:
n 2,000+ gyms serviced.
n 30,000+ repair calls.
n 98,000+ pieces of gym equipment maintained.
This is a glowing testament to our relentless commitment to deliver operational excellence. These figures highlight the scale of our operations and showcase our ability to meet the varied needs of a growing and dynamic industry.
Our expansion into international markets marks another significant
achievement. With a presence in Estonia, Gibraltar, Norway, Cyprus, Germany, Kenya, Brunei, Serbia, Belize, Poland, Malta, Spain, Netherlands, France, and now Saudi Arabia.
This growth underscores our adaptability and focus on delivering consistent, high-quality
services worldwide.
By leveraging our expertise and reputation, we have firmly set our sights on cementing our position as a global gym equipment service sector leader.
Whether providing rapid response times, ensuring preventative maintenance, or
delivering exceptional repair services, we consistently exceed our customers’ expectations.
This is shown by our earning the trust of top-tier operators worldwide and smaller independent gyms alike.
As the fitness industry continues to evolve, we are embracing new technologies by developing a new customer portal.
Due to launch in the first quarter of 2025, this technology will keep gym operators informed and simplify the management of commercial gym equipment maintenance – all at the push of a button.
Looking ahead, 2024 will be remembered as the year that redefined what is possible for ServiceSport Group.
With an ever-expanding customer portfolio, international growth, and unmatched service delivery, we are setting records and the standard for the future of gym equipment services.
The stage is set for continued success into 2025 and beyond.
We wish all Workout readers, our customers and suppliers, and our team a Merry Christmas and a prosperous New Year.
THE HEARTBEAT OF YOUR GYM www.servicesport.com
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Report on MSK Hubs pilot offers hope to millions suffering musculoskeletal pain
A PILOT to test the potential of gyms, swimming pools and leisure centres to support millions of people suffering musculoskeletal conditions has proven a success in a report by the ukactive Research Institute.
MSK conditions are the primary cause of disability among older adults in the UK, affecting more than 20 million people every year. MSK conditions account for 30 million lost work days and up to 30 per cent of GP appointments, with an estimated cost to the NHS of £6.3billion a year.
MSK conditions such as persistent back pain, arthritis and pain from knee and hip replacements often lead to poor mobility, loss of functions and mental health issues. Regular physical activity can help MSK sufferers to manage and reduce these symptoms.
In May 2024, 340,816 people were waiting for MSK treatment on the NHS which was a year-onyear rise of 11 per cent from May 2023.
Mike Farrar, chair of ukactive, said: “MSK conditions are putting an increasing burden on our nation’s health and our economy, with millions of people suffering unnecessary pain and many prevented from working or even doing simple everyday tasks.
“The results of this pilot mean the Government has a readymade blueprint to reduce the pressure on the NHS and at the same time improve economic productivity by using gyms and leisure centres to deliver personalised support for people with MSK conditions.
“Our sector should have a lead role in reducing the UK’s pain and this model has the potential to be replicated to support those with other longterm health conditions too.
“We are ready to work with the Government to deploy our sector’s facilities and expertise to get the UK moving again.”
The pilot formed part of an industrial research project funded by UK Research and Innovation
as part of the Government’s Healthy Ageing Challenge, to investigate the feasibility of using gyms and leisure centres to reduce the burden on the healthcare system by supporting people to manage their conditions through exercise in a community-based setting.
The evaluation report titled ‘Transforming gyms into community MSK Hubs’, shows that 11,785 physical activity sessions were delivered successfully to 1,631 participants across 94 sites from April 2022 to March 2024.
The researchers found that 44 per cent of participants reported a noticeable improvement in the pain management of their condition after attending the sessions for 12 weeks.
The ‘MSK Hubs’ model behind the pilot was designed and provided in collaboration between ukactive, Good Boost, Orthopaedic Research UK, ESCAPE-pain, and Arthritis Action, each of which provided services to ensure a flexible offer for users and facilities.
Fifteen leisure operators hosted personalised physical activity sessions focused on progressive exercise rehabilitation and education around how to maintain mobility, reduce pain, and improve
health before and after surgery. Participants were supported by instructors both in person and via tailored online guidance for their exercises, whether in the gym, studio, community space or pool.
The researchers found that the general anxiety levels of participants appeared to reduce from the start to when checked at six weeks and 12 weeks, suggesting the sessions not only had a positive impact on pain levels, but also supported mental health and wellbeing.
The pilot demonstrated that for every £1 invested, £5.30 in total social value (a measurement using estimated health savings) was created.
The pilot also saw the successful testing of The Active Standard, which demonstrates an operator’s ability to comply with UK laws, regulations, and other formal health and safety requirements. This provides confidence to consumers and medical professionals in the facilities where the sessions are run. The certification from ukactive is due to launch later this year.
As of May 2024, 2.8 million working age people in the UK are reportedly unable to work due to long-term sickness, which has been rising since the summer of 2019. The Health Foundation estimates 3.7 million working age people are currently in work but with a ‘work-limiting’ health condition, with MSK conditions remaining one of the most common forms.
ukactive and its partners are calling on the Government to recognise the success of the pilot and invest in scaling the MSK Hubs model to reach more communities across the whole of the UK. This aligns with existing healthcare hubs and community rehabilitation to relieve pressures on hospitals and support the faster reduction of NHS waiting lists, one of the new Government’s core missions.
Club gets boost with new ownership following management buy-out
ODYSSEY Health Club & Spa in Knebworth has undergone a management buy-out, with managing director Stephen Aucott taking over ownership after 20 years of running the business.
Now with full control of Odyssey, Stephen plans to continue to invest in developing the club’s facilities and member experience.
It already boasts a 25m indoor swimming pool, outdoor tennis courts, state-of-the-art Technogym equipment, a newly built relaxation room and café.
The buy-out was backed by business bank Allica Bank, who provided a £3million loan to enable Stephen to complete the purchase.
Taking over the business is a dream come true for new owner Stephen, who has overseen the day-to-day running of Odyssey since 2004.
The Covid lockdown was an especially difficult period for the business, which saw membership dip by more than 1,000 members.
However, thanks to Stephen’s hard work and continued investment in the club – such as the introduction of new Technogym Biostrength range that uses aerospace-grade engineering and AI to personalise strength training to individual
members – he says membership has now returned to pre-pandemic levels.
“My team and I have been helping keep Knebworth fit and healthy for over two decades,” said Stephen. “This news means I can invest
in expanding our offering and improving our members’ experience with a new sense of purpose. The next phase is already underway.
“The past 20 years have definitely been an exciting journey. Having the opportunity to take full control of the business presents us with an incredibly exciting future.
“I am incredibly grateful to Allica Bank for their continued support in funding the purchase. Wahid, our relationship manager, really bought in to our mission from the outset and did everything he could to get it over line.”
Allica Bank is a digital business bank focused specifically on established businesses with between five and 250 employees.
Wahid Nawaz, Allica Bank’s local relationship manager who works directly with Stephen, added: “I know what a valued part of the community Stephen and his team are in Knebworth, so I am delighted that Allica has been able to help Stephen with this management buy-out.
“Odyssey is an incredibly strong business and Stephen’s vision for its future made this a very exciting opportunity for both of us. We’re looking forward to helping them continue to grow.”
Mike Farrar, chair of ukactive
Stephen Aucott with Wahid Nawaz.
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How to attract new gym members in January: Five strategies for success
By Dean Godfrey
JANUARY is the most critical month for gyms and fitness centres, as it marks the beginning of New Year’s resolutions and the surge of people motivated to get fit.
However, attracting new gym members requires more than just offering a discount or a generic fitness plan.
With changing consumer behaviours, new trends, and increased competition in the fitness space, gym owners must be strategic to capture attention and convert prospects into long-term members. Here’s five ways you can effectively get new gym members during January 2025:
1. Leverage New Year’s resolutions with tailored marketing campaigns New Year’s resolutions are a powerful motivator for potential gym members. In January, people often feel the urge to start fresh, improve their health, and commit to their fitness goals. As a gym, it’s important to capitalise on this mindset with targeted marketing campaigns.
Create personalised messaging: Tailor your marketing to address specific goals such as weight loss, muscle gain, or improving mental health. Use language like “New Year, New You” or “Start Your Fitness Journey Today” to resonate with those looking to make a change. Offer resolution-based packages: Provide special promotions or membership deals aimed at helping people achieve their New Year’s resolutions. For example, offer discounts for the first three months, free personal training sessions, or fitness assessments.
Social media and email marketing: Utilise your social media platforms to launch eye-catching, motivational campaigns. Share success stories, before-and-after transformations, and testimonials from current members to inspire others. Additionally, an email marketing campaign with a clear call to action
and a limited-time offer can drive conversions.
2. Make the onboarding process easy and welcoming
First impressions matter, especially in January when many people are new to the gym scene. To make sure new members feel welcomed and excited about joining your gym, streamline the onboarding process. Offer guided tours: Ensure potential members can take a tour of your gym, either in person or virtually, to familiarse themselves with the space. Highlight your top equipment, facilities, and unique offerings, such as group classes, recovery zones, or wellness amenities.
Provide fitness consultations: Many first-time gym-goers are unsure where to start. Offer free fitness assessments or consultations to help them understand their starting point and set achievable goals. This adds value and shows that you care about their personal fitness journey. Introduce a buddy system: Encourage new members to bring a friend or family member when they join. This creates a sense of community and makes people feel more comfortable during their initial workouts.
3. Create exciting New Year fitness challenges
People love challenges, especially at the start of the year when they’re motivated to make positive changes.
Fitness challenges are a great way to engage potential members and incentivise them to join your gym. Launch a “New Year, New Goals” challenge: Create a 30-day or 60-day challenge that encourages people to commit to a consistent workout schedule, whether it’s a certain number of workouts per week or a combination of strength and cardio goals.
Offer prizes and rewards: Incentivise participation with rewards like free memberships, branded merchandise, or personal training sessions for those who hit specific milestones. This not only keeps people motivated but also creates a sense of community and friendly competition.
Use social media to track progress: Encourage participants to share their progress on social media by tagging your gym or using a branded hashtag. This increases visibility and creates buzz around your gym.
4. Offer flexible membership plans Flexibility is key for new members who may be unsure about committing long-term, especially if they are just starting their fitness journey. Offering flexible membership options can make it easier for people to say yes to joining.
Month-to-month memberships: Many people hesitate to sign long-term contracts at the start of the year. Offer a month-to-month membership option with no long-term commitment to remove barriers to entry.
Introductory trial periods: Provide free or discounted trial periods (e.g., seven-day or 14-day trials) that allow potential members to experience your gym without any pressure to commit. During this trial period, provide them with a personalised fitness plan to help them see real results.
Family or group memberships: Offer discounts for families or groups who sign up together, capitalising on the social trend of fitness becoming more communal. This can attract
people who are looking for a supportive environment to work out with their loved ones.
5. Highlight community and social aspects Fitness isn’t just about lifting weights or running on a treadmill—it’s also about building a supportive community. In 2025, many people will be seeking gyms where they can form lasting relationships and enjoy the social aspect of fitness.
Host social events: Organise fitnessfocused social events like group hikes, charity runs, or meet-andgreet sessions for new members. These events foster a sense of community and help new members integrate into the gym environment. Create member-only groups: Use platforms like Facebook or WhatsApp to create private groups where members can support one another, share tips, and participate in exclusive challenges. This sense of camaraderie can help retain new members and keep them engaged. Focus on inclusivity: Ensure your gym’s culture is welcoming to people of all fitness levels, backgrounds, and abilities. Highlight your gym’s commitment to inclusivity in your marketing materials, and make sure your staff is trained to offer support to everyone.
Conclusion
January 2025 presents a unique opportunity for gyms to attract new members, but it requires a combination of strategic marketing, flexibility, and an understanding of current fitness trends.
By offering personalised experiences, embracing technology, creating community-driven programs, and capitalising on the New Year’s resolution mindset, gyms can effectively convert prospects into loyal members.
With the right mix of innovation, inclusivity and engagement, your gym can stand out as the go-to destination for fitness in 2025.
n Dean Godfrey is the chief operating officer of Creative Fitness Marketing.
Fitness On Demand launches more than 50 new classes
FITNESS On Demand has continued to cement its position as an industry leader through a series of updates which are helping operators attract, engage and retain a diverse membership base.
The latest update has seen more than 50 classes from GymRa, PowerMusic, MELT Method, SH1FT, SoulBody and Bike-O-Vision added to the platform’s content library. This latest expansion reflects Fitness On Demand’s commitment to offering comprehensive digital fitness experiences that cater to the ever-changing needs of fitness operators and their members.
In recent months, Fitness On Demand has amplified its offering through key partnerships and a broader content portfolio, ensuring operators have access to on-demand, and very soon live, fitness experiences that streamline operations and boost bottom lines.
The new content additions span everything from strength training and cycling to restorative practices, showcasing Fitness On Demand’s dedication to delivering holistic, versatile fitness solutions.
“We’re continuously evolving to ensure our platform meets the needs of a modern fitness landscape,”
said Andy Peat, CEO of Fitness On Demand. “These new content additions further our mission of creating accessible, dynamic fitness experiences that seamlessly blend physical and digital, making omnifitness a reality for both operators and members.”
The platform’s latest content update includes expert-led kickboxing routines from PowerMusic, and recovery sessions from MELT Method. In addition, SH1FT’s high-intensity, lowimpact cycling classes, SoulBody’s unique approach to strength and mindfulness, and Bike-O-Vision’s
immersive virtual travel rides are now part of the platform’s evergrowing library.
With these content additions
Fitness On Demand continues to enhance its offerings, providing operators with innovative ways to engage members with unparalleled flexibility, providing access to highquality fitness experiences.
“These new content offerings reinforce our leadership in omnifitness and provide operators with even more tools to elevate the member experience, boost engagement, and improve retention,” Andy added.
Dean Godfrey
The rise of fitness races – a growing opportunity for PTs and fitness facilities
By Katie Bulmer-Cooke
OVER the past few years, the health and fitness industry has witnessed the remarkable rise of fitness races like HYROX, Athx, and other functional fitness events.
These competitions have shifted the landscape, moving beyond traditional marathons or triathlons to create accessible yet challenging formats that combine strength, endurance, and mental grit.
While the spotlight often falls on elite athletes, these events present an untapped goldmine for personal trainers and facilities looking to grow their client base and services.
Fitness races are thriving because they appeal to people seeking more than a workout—they want to have a different experience, want a goal to train for, and it’s an opportunity to meet new people and be part of a new community.
These events attract a diverse range of participants, from seasoned gym-goers and athletes to everyday individuals looking for a personal challenge.
For PTs, gyms and clubs, there is massive opportunity to step in as the guiding force for preparation. Offering training programmes tailored to these events allows you to tap into a highly motivated, goal-focused audience, while also positioning yourself as an expert in this growing niche.
A common misconception is that fitness races
are only for the super fit. The reality is, these events welcome participants of all fitness levels. That’s where PTs and facilities can shine…by creating inclusive coaching programmes that cater to a variety of groups, including beginners,
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who need an entry level programme to help them build confidence and the foundations of cardiovascular fitness and strength, and busy professionals who need time-efficient programmes that help with juggling careers and families while achieving their goals.
Other groups include older adults, those wanting to participate in groups or teams, and those coming back from injury.
To capitalise on the fitness race trend, PTs and facilities could consider creating specific packages for race preparation, including personalised plans, group classes, and progress tracking as well as running workshops and clinics which focus on skills needed for these events, such as rowing, sled pushing, or wall ball technique.
Facilities have a unique advantage when it comes to supporting fitness race enthusiasts, as much of the kit used in fitness racing can be found on the gym floor.
Above all, fitness races provide an opportunity to inspire people of all fitness levels to do something challenging and rewarding.
By actively promoting the message that these events are for everyone, PTs and facilities can break down barriers and create a welcoming, supportive community.
This not only helps individuals achieve their personal best but also strengthens the industry’s collective impact.
n Katie Bulmer-Cooke is an award-winning fitness trainer, speaker and consultant.
Fitness24 Gosport partners with CFM to compete with big-box gyms
FOR independent gyms like Fitness24 Gosport, competing with big franchise brands – such as Pure Gym and The Gym Group – can be a daunting challenge.
These national franchises benefit from largescale marketing budgets, well-resourced sales teams, and operational support that covers everything from IT to customer service.
Independent gym owners, however, often wear many hats, juggling everything from operations to member engagement themselves.
Recognising the need for a specialised marketing and sales push, Fitness24 Gosport partnered with Creative Fitness Marketing for a six-week campaign to elevate their brand presence and give membership numbers a meaningful boost.
Professional marketing expertise with a personal touch
During the six-week campaign, CFM took on the heavy lifting of marketing and sales, enabling the Fitness24 team to focus on what they do best –providing an exceptional member experience.
CFM’s team was not only professional and efficient but also seamlessly integrated into the Fitness24 environment, connecting with both staff and members.
Alex, the manager at Fitness24 Gosport, said: “CFM spent six weeks with us. Professional, good with members, and helpful with the team.”
This hands-on support allowed Fitness24 to maintain a warm, personal atmosphere for both prospective and existing members. The CFM
team’s professional approach ensured that new members felt welcomed from day one, while also assisting Fitness24’s staff in keeping operations running smoothly throughout the campaign.
Making Fitness24 Gosport stand out CFM’s campaign did more than just drive memberships – it helped increase Fitness24
Gosport’s visibility within the local community.
Through targeted marketing efforts, CFM ensured that Fitness24’s name stayed top of mind for potential members in the Gosport area. This heightened brand awareness is invaluable in a market crowded with high-profile franchise gyms. By relying on CFM’s expertise, Fitness24 was able to reach audiences they might not have been able to connect with independently, elevating their presence among the competition and giving prospective members a reason to choose a local, independently owned gym over a national chain.
Outstanding results
The campaign’s impact on Fitness24 Gosport’s membership numbers and bottom line was substantial. In just six weeks, CFM’s efforts led to 154 new members and more than £30,000 in additional forecasted profit.
The increase in membership not only provided an immediate financial boost but also strengthened Fitness24’s long-term prospects by expanding their community of loyal members.
For independent gyms like Fitness24 Gosport, outsourcing marketing and sales to a trusted partner like CFM can be a game-changer.
It allows gym owners to focus on creating a welcoming, community-centred environment, while skilled professionals handle the complexities of driving growth in a competitive market.
For more information on how a CFM campaign can boost your gym’s membership and income, visit www.cfm.net or contact
Sport and physical activity saves £10.5bn a year for NHS and should be at heart of reform
COMMUNITY sport and physical activity create £10.5billion in savings for the health and social care system a year, groundbreaking new research from Sport England calculates.
This relieves pressure on the NHS through the prevention of illness, reduced mental health service usage, fewer GP visits and a reduced need for informal (unpaid) care.
The savings are part of the annual social value of sport and activity, which is calculated at £107.2billion per year. Along with the healthcare savings, active lifestyles generate £96.7billion in annual wellbeing value for adults, children and young people taking part and volunteering in sport and physical activity.
Sport England chief executive Tim Hollingsworth said: “Our research is unequivocal in making the case for sport and physical activity to be a central part of the solutions to the issues facing our country.
“We build wealth through health: people playing sport and leading active lives turbo-charges wellbeing, prevents illness, relieves NHS pressure and can boost our health and economic growth.
“However, the shocking cost of inequalities in activity levels is a social and economic burden. If we can protect and invest in opportunities to play sport and be active, particularly for communities and people that face the most barriers to taking part, we will be healthier, wealthier, and happier.
“That’s why our 10-year strategy Uniting the Movement is laser-focused on tackling inequalities and the research proves again that this approach matters.
“Health experts have called physical activity a miracle cure. We stand ready with our partners across the sector to work with the government to unleash the miracle cure for our NHS, our economy and our future.”
Through in-depth analysis of Sport England’s Active Lives data, plus reviewing wider evidence for the health benefits of being active (including the costs associated with the treatment and care of illness and poor health), the research reveals the profound social and economic benefits of sport and physical activity for communities across England.
In partnership with State of Life, Sheffield Hallam University and Manchester Metropolitan University, Sport England’s research measured two types of social value: 1) the primary direct value
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to individuals through improved wellbeing (being happier and healthier); and 2) the secondary wider value to society (such as savings made to the public purse),
Wellbeing value is the monetary value that can be placed on happiness, health and life satisfaction. Active adults (those who do more than 150 minutes of physical activity a week) enjoy the greatest wellbeing value: the equivalent of £2,500 per person a year, compared to inactive adults.
Sport England’s unique research tool, The Inequalities Metric, measures inequalities in physical activity levels in a holistic way. For adults who are disabled or live with a long-term health condition, the wellbeing value generated is more than double than for the average active adult – at £5,100,
For adults who experience two or more characteristics of inequality - such as an older person with a disability – the wellbeing value generated through an active lifestyle is around 50 per cent higher than for the average active adult –calculated at £3,800.
By using The Inequalities Metric and its new research, Sport England has identified the additional social value that would be generated if the physical activity levels of the whole adult population – including those most likely to experience inequalities – rose to the same level as adults with zero characteristics of inequality. This has been costed at £15.6billion, demonstrating the major wellbeing and economic loss driven by inequality in sport and physical activity.
Government backed loans to launch your gym’s growth journey Government
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n Principal Private Residences cannot be taken as security within the Scheme.
n A 70 per cent Government-backed lender guarantee makes it more accessible.
n Added security means competitive rates are available to more businesses.
n Previous applicants of CBILS, Bounceback, or RLS are eligible to apply.
n Available to any UK SME with a turnover of up to £45m.
Are you eligible?
n The scheme is open to smaller businesses with a turnover of up to £45m.
n UK based business.
n The business
a viable
Sport England chief executive Tim Hollingsworth
Grimsby Health and Wellbeing Centre helps former army officer get back on track
ANDREW Marriot was 55 years old when he suffered a stroke in 2022.
His life changed dramatically. An active person who had enjoyed 22 years of service in the army, Andrew was left unable to speak and with no movement in his arms or legs.
Physically incapacitated and socially isolated, Andrew was confined to home for 18 months. It wasn’t until September 2023 that he was able to use his adapted car and finally gain some independence.
Keen to get back to some form of physical activity, Andrew joined Lincs Inspire’s Active Forever exercise referral programme. He started attending the charitable trust’s Wellness Hub at Grimsby Health and Wellbeing Centre, where he used Innerva’s powerassisted exercise machines for the first time.
Designed for older adults and people with health conditions, the equipment is particularly beneficial for those recovering from stroke.
The machines provide the necessary support to help people with limited mobility to improve their muscular strength, cardiovascular fitness, flexibility as well as their balance and coordination – all of which are vital
to long term recovery.
“It was hopeless at first,” said Andrew, who initially needed a safety strap to be able to grip the machines.
The inclusivity of the space and the range of accessible equipment meant that Andrew was able to get a full body workout despite his physical impairments.
Over time, the power-assisted exercise helped Andrew regain his mobility and he was eventually able to use the equipment unaided.
Thanks to his remarkable recovery, he has also progressed to exercising in the leisure centre’s main gym and enjoys weekly circuit classes.
He added: “At first I struggled to even walk one kilometre on the treadmill, but now I’m getting up to four kilometres, and the step machine is helping me to gain strength.
“I was using my walking aid
to get around the centre, now I barely use it at all.”
The physical benefits of the power-assisted exercise have been profound, but the social and mental impact of the Wellness Hub has been equally transformative for Andrew.
Socialising can be challenging after a stroke.
More than just a gym, the Wellness Hub is a social place where Andrew can connect with others and build relationships with both staff and fellow members.
“I need to get out of the house; it’s better for my mind. When I’m at home, it’s not good as I start to over-think things,” he said.
Andrew’s ultimate goal is to return to running, but for now he is arranging a volunteer role at Lincoln Hospital to give back to the community.
Kieran Hough, fitness supervisor for Lincs Inspire, said: “Andrew travels from outside the borough to use our facilities and has made such great progress.
“He has really pushed himself and the fact that he’s now using the gym and even attending classes, is a huge testament to his determination.
“We see Andrew every week and his dedication to exercise and his recovery has exceeded all expectations.”
The Glute Shop brings its revolutionary new female gym concept to Bristol
FEMALE fitness fans in Bristol will soon be able to wave goodbye to the traditionally intimidating gym environment and step into a space designed specifically for them.
A revolution in fitness, the all-new Glute Shop concept will soon launch in the heart of the city.
The state-of-the-art facility is set to redefine training, with cutting-edge machines specifically engineered for glute training and a stylish gym environment that doubles as the perfect Instagram backdrop for women who want to achieve their wellbeing goals and share their progress as they go.
In an industry that has seen little innovation over the years, The Glute Shop is taking a bold step forward by focusing on what truly matters: effective, targeted workouts and cutting-edge machines that deliver real, targeted results.
The Glute Shop co-founder Dai Baldwin said: “It’s been decades since fitness facilities saw any major changes.
“While some have added high-tech
gadgets, we’re introducing a whole new dimension to how women train.
“When we first mapped out the concept, we thought our audience would be 21-40 years old. But we were wrong: we’ve seen excitement from people aged 16 to 65. Whenever I share the concept
with women, they almost always interrupt me to say, ‘This sounds amazing. When can I join, and where’s the first one?’”
Unlike traditional gym equipment, which can leave users guessing whether they’re targeting the right muscles, The Glute Shop’s machines
ensure that fitness fans feel the burn exactly where it counts.
Co-founder Danielle Akerman added: “A surgical butt lift might be ok for some, but we prefer a more natural approach. Hence our hashtag #BuiltNotBought.
“I’ve always struggled to effectively train my glutes and achieve my goals. The Glute Shop training changes that instantly.
“Our lives are busier than ever, so when I go to the gym, I want to achieve my goals as efficiently as possible.
The Glute Shop makes that happen.”
The Glute Shop’s workout experience is as shareable as it is transformational, with beautiful spaces made to provide the perfect backdrop for Instagram posts.
This allows members to document their progress and inspire others with their fitness journey.
Whether streaming a live workout live or snapping a post-workout selfie, The Glute Shop brings a social element to getting fit.
Now, almost three years since his stroke, Andrew is still using the Wellness Hub three times a week.
Body Fit Training delivers handson training across UK studios
BODY Fit Training – Australia’s fastest-growing franchise – hit the road to deliver bespoke in-person training to its ever-expanding UK network.
Key members of the franchise team visited each studio across the UK to ensure every franchisee received the tailored support and guidance they need to be successful.
Cameroon Falloon, founder of BFT, said: “This initiative reinforces our commitment to ensuring consistent quality and operational excellence across all locations, especially as our presence in the UK continues to grow.
“As we expand, we know that continuing to invest in our franchisees’ development is essential to their success, so we aim to always
provide them with the best tools possible. We remain dedicated to our tagline, Different. Better., and the in-person training for our UK network is evidence of that.”
Phillip Pavlou, regional franchise manager for Victoria and the UK, spearheaded the visits, focusing on helping UK franchisees optimise their operations. We undertook ‘Studio Performance Health Checks’ to see where improvements can be made across all areas of the business,” he added.
“Each studio was also audited to ensure they’re complying to brand standards, with brand consistency being an important factor in new market growth.”
Phillip also had in-depth discussions with the franchisees
about their studio’s finances, using the data available to develop best practices for member onboarding and retention strategies.
“We’re always looking for areas to improve, and we’re here to develop and support our franchisees for when we do,” he said. “For example, I delivered sales training to franchisees and their teams to make sure every member of staff feels supremely confident when turning trials to active members as quickly as possible. I was so thrilled with the warm welcome I received from the UK network and from the support team based there.
“The insight shared with the UK franchisees really built on the existing support from Alvaro Valenti Machin, our regional franchise
manager for Europe and the UK.
“Alvaro has been instrumental in the growth of our UK network, regularly attending each UK studio to aid franchisees and their teams in continuing to develop their services.”
Also visiting the UK from the brand’s base in Australia was Prue Harvey, BFT’s educational coordinator, who delivered a full day of hands-on training at each studio.
“We covered the full range of BFT programmes including a deep dive into how to use our BFT3 heart rate technology and a full review of our programme delivery standards,” she said.
“I also ran two separate courses for all of our UK-based coaches, including Kettlebell Basics and Barbell Basics.”
Active IQ announces reformed qualifications
ACTIVE IQ has announced the launch of its latest reformed qualifications, structured to provide learners with targeted skills and knowledge that meet both current industry standards and anticipated future needs.
Available to learners from August 2025, the reform launch includes the rollout of 11 updated qualifications designed to align with the changing needs of employers and learners, covering essential areas within the sector.
This includes working with ageing clients, expanding learners’ knowledge on the physiological and biomechanical changes associated with ageing, and antenatal/ postnatal fitness, enabling learners to identify and manage risks specific to these clients, alongside a number of other areas of focus.
The qualifications come off the back of Active IQ’s Skills Gap Report finding that 32 per cent of fitness professionals feel they don’t have access to the resources and tools necessary to customise training programmes for different areas of diversity, and look to begin plugging this gap.
“It is the responsibility of employers to ensure personal trainers and fitness instructors are equipped with the necessary knowledge to effectively navigate the different needs of clients,” said
“By aligning our programmes with employer insights and industry trends, we ensure that our learners are prepared to make a meaningful impact from the outset of their career and can meet the demands of employers in our dynamic industry.”
In an effort to streamline qualifications, Active IQ has also simplified the choices available to both employers and learners to establish a clear and recognised pathway to employment, addressing consumer confusion in the marketplace where the number of qualifications available can complicate decision-making unnecessarily.
Each qualification is supported by new digital resources, an e-learning platform and interactive digital assessment tools, designed to enhance learning flexibility and accessibility, ensuring that fitness professionals are equipped with the skills needed to excel.
On top of these resources, Active IQ has also partnered with FitPro to provide live webinars, delivering ongoing education in essential areas to bridge the gaps in the everevolving training landscape.
Active IQ managing director Jenny Patrickson. “Active IQ’s reformed qualifications will equip learners with the specialised skills necessary to meet both current and future demands of the sector.
Five Birmingham gyms to get £1m upgrade
BIRMINGHAM Community Leisure Trust, which operates nine facilities across the city, has announced that five of its leisure centres will be receiving major gym upgrades.
More than £1million of new equipment is on its way to Wyndley Leisure Centre, Fox Hollies Leisure Centre, Cocks Moors Woods Leisure Centre, Erdington Leisure Centre and Northfield Leisure Centre.
The upgrade project is jointly funded by BCLT and Serco Leisure, which operates the centres in partnership with the trust, and on behalf of Birmingham City Council.
Mark Reynolds, newly appointed contract manager for Birmingham Community Leisure Trust, said: “We want to provide the best possible equipment and workout environment for our customers.
“Feedback tells us again and again that there is a greater need for more strength and resistance equipment, so we will be adding to our already extensive resistance range, while much of our cardio kit will be also upgraded.
“By introducing more strength and resistance kit, we will also be cutting energy consumption across our centres, reducing our annual carbon footprint”
Advertiser’s announcement
Jamie Townsend, national health and fitness manager for Serco Leisure, added: “The health and wellbeing sector is a fast moving one, and these improvements are going to help us keep pace with what our workout customers expect from a 21st century gym.”
BCLT’s other sites are Beeches Pool & Fitness Centre, Stechford Leisure Centre, Billesley Tennis & Fitness Centre and Ladywood Leisure Centre.
The University of Bath elevates its world-class sports facilities with Matrix Fitness kit enhancement
AS ONE of the UK’s top universities and a centre of excellence in sport, the University of Bath has collaborated with long-standing partners, Matrix Fitness to fully upgrade its renowned gym facilities.
At the heart of the University’s sports offering is the Team Bath Sports Training Village, home to a state-ofthe-art, 1,536 square metre fitness centre featuring three gyms and two exercise studios.
All are open seven days a week to students, staff, and the public.
Sam Holmes, health and fitness manager at Team Bath, said: “We continually innovate, listen to member feedback, and stay ahead of trends to meet changing demands.
“We cater to a wide range of fitness needs, from rehabilitation projects to elite sports performance. This refurbishment has allowed us to enhance all three of our purpose-built
gyms, creating a more inclusive and dynamic environment for physical activity.”
Responding to the growing demand for strength training, the upgrade includes a range of equipment from Matrix Fitness including the installation of 18 new custom logo branded lifting platforms, plate-loaded equipment, MEGA racks, and versatile, spacesaving machines like the Versa Lat Pulldown / Low Row combination as well as new Performance range Touch screen cardio
Smart storage solutions were introduced to optimise underutilised spaces, enhancing the overall member experience.
The spin studio also received a boost with 24 new Matrix Fitness CXP Target Training Cycles featuring the Target Training LED wrap.
“All our gyms are powered by Matrix Fitness, from cardio and resistance
machines to our functional training racks,” Sam added.
“Their customer service is exceptional, consistently exceeding expectations. They’ve been responsive and supportive throughout the entire process, from conception to opening and beyond.
“Matrix Fitness isn’t just an equipment provider; they’re a true partner in helping us stay ahead in delivering top-tier facilities.”
This extensive refresh covers Gyms 1, 2, and 3, with new equipment featuring wireless charging, USB ports, and large screens that offer a user-friendly, appbased interface, giving members easy access to their favourite apps.
Tony Vaughan, sector specialist – education at Matrix Fitness, said: “The University of Bath stands at the pinnacle of sporting excellence. To maintain this, they must stay at the forefront of fitness innovations. Our
partnership, dating back to 2015, has allowed us to witness their dedication to evolving and improving. We’re thrilled to bring this latest upgrade to life and look forward to supporting them in the future.”
Miles Peyton, head of commercial sales at Team Bath, added: “We take pride in offering the very best fitness and sporting facilities to our students, staff, and the public. Prospective students have many options, and in a competitive landscape, it’s essential for us to provide a leading, engaging and accessible health and wellbeing space.
“Post-pandemic, the importance of exercise in overall wellbeing has been undeniable and our continued investment in cutting-edge facilities reflects that. Our partnership with Matrix Fitness has been integral in bringing this upgrade to life.”
To find out more visit www.teambath.com/ fitness/or www.matrixfitness.co.uk
INVESTING IN THE SUPER VERTICAL MULTI PRESS PANATTA: CHANGING POSITION IN FITNESS
OWNING a fitness centre today means not only offering cutting-edge equipment but also ensuring safe, effective, and innovative workouts for clients.
It requires a dynamic vision, capable of anticipating client needs and standing out from the competition.
Often, traditional solutions are relied upon, ignoring potentially better alternatives. But when challenges arise, true opportunities for innovation are born.
With the Super Vertical Multi Press, a collaboration between Ronnie Coleman and Rudi Panatta, the traditional lying bench press has been surpassed, offering a seated version that enhances comfort, safety, and performance.
This machine represents a technological evolution that not only meets user needs but redefines the way workouts are conducted. If you are looking for the right equipment to elevate your fitness centre, the Super Vertical Multi Press could be the ideal addition.
Why Choose the Super Vertical Multi Press?
When evaluating the purchase of new equipment, every entrepreneur must consider factors such as space occupied, exercise effectiveness, and return on investment. Let’s see why this machine can offer a competitive advantage for your gym.
Advantages Over Bench and Barbell:
n Guided Semicircular Trajectory: The natural trajectory reduces joint stress and maximizes muscle activation, ensuring safe and effective workouts.
n Progressive Resistance Curve: Thanks to an advanced lever system, resistance increases gradually, protecting the most vulnerable joints and promoting optimal muscle contraction.
n Easy Start: A lever system allows for a smooth start to the exercise, minimizing joint stress and improving muscle activation during the eccentric phase.
Adjustments and Ease of Use: The Super Vertical Multi Press features dual handles, straight and angled, allowing for versatile muscle stimulation and adapting to different training styles. The adjustment system is intuitive, easy to use, and allows for grip width selection to work on the chest, triceps, and anterior deltoids with maximum effectiveness.
Target clients
This machine is not just for advanced athletes or professionals. Thanks to its optimised biomechanics, it is also perfect for those needing support during muscle rehabilitation or those preferring to avoid free weights. In particular, women and those looking to reduce joint stress will find this machine an ideal solution. Additionally, adding the Super Vertical Multi Press can attract a more demanding and diverse clientele, increasing the prestige of your centre.
A strategic investment
Purchasing a Super Vertical Multi Press is not just a valuable addition but an investment that can generate increased memberships and a competitive advantage. By promoting such an innovative piece of equipment on social media and in your marketing strategy, you can stand out from the competition, attracting both new members and fitness and bodybuilding enthusiasts.
Panatta Srl – Via Madonna della Fonte 3/c , Apiro (MC) Italy
@Panatta Srl
+39 0733611824 infouk@panattasport.it @panattasport @panattaofficial
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Sport for Confidence launches yearlong occupational therapy campaign
SPORT for Confidence CIC is to support the Royal College of Occupational Therapists in the execution of a year-long campaign to raise awareness of the critical role occupational therapy plays in health, social care and levelling up society.
“Occupational therapy is an amazing profession that empowers individuals to manage their health and care needs, whilst supporting them to engage in the occupations they want, need, and enjoy,” said Lyndsey Barrett, founder and lead occupational therapist at Sport for Confidence.
“From supporting recovery to promoting independent living, occupational therapy enables people to navigate life’s challenges and fosters improved wellbeing across communities.
“Despite its positive influence, occupational therapy does not enjoy the public profile of other health professions such as physiotherapy, meaning its value and contribution is often under recognised and uncelebrated.
“Through this campaign we want to change this, raising awareness of the wonderful world of occupational therapy both as a career choice and as a public health and social care changemaker.
“We will put occupational therapy on the map, highlighting its potential to change lives for the better whilst also driving a more equitable society.”
Through the 12-month campaign, entitled ‘The power of OT –transforming health and social care’, Sport for Confidence will emphasise how occupational therapy, when applied early and with a focus on prevention, can significantly reduce the need for crisis interventions and
ongoing care services.
By prioritising proactive support, occupational therapists not only help individuals manage their evolving health needs but also alleviate pressure on the NHS and the broader health and social care systems.
According to the RCOT there are currently more than 41,000 professionally-recognised occupational therapists practising in the UK. The majority of these work within clinical settings, mostly within the NHS, but there is a growing movement to place more occupational therapists in a community setting, such as a leisure centre.
Lauren Walker, professional advisor at the Royal College of Occupational Therapists, added: “Occupational therapy enables people to manage their health and care needs.
“By positioning occupational therapists in the community – where
they’re most needed – people will have the support they need to live in their own homes for longer and continue with the occupations that they want and have to do.
“It will mean that occupational therapy services are available to everyone who needs them. It will reduce pressure on all areas of health and care services, and prevent people reaching crisis point.
“It’s incredibly important to us to work with partners, such as Sport for Confidence, to shine a light on the amazing work occupational therapists are delivering and the positive contribution the profession is making to society.”
Across Essex and in partnership with Essex County Council, Sport for Confidence is delivering a new health and social care intervention called Reconnect. This is an earlystage intervention providing help and preventative support to adults living with physical disabilities,
learning disabilities and/or longterm health conditions, and their carers.
The model places occupational therapists in leisure centres working alongside sports coaches, to deliver therapeutic physical activity interventions that drive positive occupational outcomes. Reconnect is based on a two-year test and learn pilot that delivered £58.72 in social value for every £1 invested.
Lyndsey added: “SFC has positioned occupational therapists as innovators using physical activity for individual and social transformation and who are able to work across sport, health and social care, playing a key role in the prevention agenda.
“Occupational therapy is all too often the silent hero in health and social care. Through this campaign and in partnership with the RCOT, we will showcase occupational therapy’s potential to deliver transformative change.
“This will not only help to drive the next generation of talented and ambitious occupational therapists but will also highlight creative ways to extend the reach of occupational therapy, enabling many more people to benefit.”
RCOT’s campaign will run throughout the year. In support of the campaign, Sport for Confidence will feature a series of events, resources, and partnerships designed to elevate the profile of occupational therapy and demonstrate its value in driving societal change.
This initiative is part of Sport for Confidence’s ongoing support of RCOT and its commitment to creating more inclusive, healthconscious communities.
1FitLife promotes Jessica Overton to managing director
CONTENT creation agency 1FitLife has promoted Jessica Overton to managing director.
The appointment is poised to drive the company’s growth and innovation across global markets. Jessica will also take the helm of Fitter Stock, 1FitLife’s subsidiary specialising in B2B white-label fitness and wellness content.
Since joining 1FitLife as an account manager in 2021, Jessica , 30, has been instrumental in delivering impactful campaigns and wellbeing content for a prestigious client roster, including David Lloyd Clubs, Abu Dhabi Sports Council, Slimming World and Parkinson’s UK.
As she steps into her new role, Jessica will lead 1FitLife’s comprehensive content services and end-to-end solutions in marketing strategy, brand conception and campaign development, encompassing video production,
photograph, and design.
Her career has been marked by a strong commitment to growth, including her completion of The Living Leader six-month leadership programme, guided by Total Fitness CEO Sophie Lawler, whose mentorship played a key role in
Jessica ‘s development as a leader. She said: “I’m incredibly excited to lead our talented team from our Bournemouth studios. Together, we’ll continue to build on our successes and explore new avenues to positively impact the health and wellbeing sector.
“This promotion is a major professional milestone, but it’s also a chance to inspire others, particularly young women, both within our company and beyond, to pursue their goals. My focus is on fostering an empowered team environment where everyone can thrive.”
Jessica’s promotion comes as 1FitLife founder David Langridge transitions from the managing director role to focus on spearheading a new, high-potential project, as well as harnessing cutting-edge opportunities for both 1FitLife and Fitter Stock.
Although David steps into a
strategic role, he remains committed to the business, continuing to support Jessica and the team.
He added: “Jessica’s promotion signals an exciting new chapter for us. At just 30, she embodies the innovative energy that will propel 1FitLife and Fitter Stock forward.
“With her vision and commitment, I am confident she’ll not only sustain our progress but enhance it, leaving her unique mark on the business.
“While I’m devoting more time to emerging opportunities, my role remains steadfastly supportive, collaborating with Jessica and our team to ensure we deliver exceptional client results.
“With Jessica’s leadership and my own strategic oversight, 1FitLife and Fitter Stock are poised for continued growth and innovation, building on a shared mission to lead the fitness and wellness content market with impactful, creative solutions.”
How to make your gym stand out this January
By Wayne Heath
IT COMES as no surprise that January is the UK’s busiest gym month?
According to 4GLOBAL’s DataHub, gyms see a 28 per cent increase in activity compared to December and 10 per cent more than the previous three months combined.
With New Year’s resolutions fuelling a collective surge in fitness enthusiasm, January is the golden opportunity for gyms to attract new members.
But here’s the catch: with so many options, how can you make sure your gym stands out? Let’s talk about how to make the most of the January rush.
Flexible memberships are a game-changer
Picture this: someone’s motivated to join a gym but hesitant about signing a long-term contract. A rigid membership option could be enough to scare them off. Instead, stand out by offering flexibility— monthly rolling plans, short-term memberships, or trial periods.
Giving prospects the chance to test the waters, like offering a discounted one-month trial, can reduce the pressure of commitment. And once they’ve experienced the value your gym provides, the leap to a full membership feels natural.
Pro tip: Have a clear plan to
turn trial members into longterm ones. Personalised followups, introductory offers, and encouragement go a long way.
Streamline your joining process
When someone’s fired up to join your gym, don’t let a complicated sign-up process slow them down.
Did you know the ideal time to complete membership registration is under five minutes? Anything longer risks frustrating potential members. Make sign-ups a breeze by offering:
n Clear pricing: Display all membership options and additional fees upfront.
n Online registration: Allow
members to sign up and pay online—it’s fast and convenient.
n Transparency: Build trust from the start with simple, straightforward communication.
When the process is easy, people are more likely to take that final step and commit.
Create a welcoming community
Let’s face it: walking into a gym for the first time can feel intimidating. That’s why creating a friendly, inclusive atmosphere is essential to make newcomers feel at home.
Here’s how:
n Greet every visitor personally. A warm “hello” goes a long way.
n Take the time to understand their goals during inductions. Show them you’re invested in their success.
n Encourage referrals. Offering perks like discounted memberships or free guest passes for referrals makes joining with a friend a nobrainer—and members who come with friends are more likely to stay. When your gym feels like a community, it’s not just a place to work out—it’s a place to belong.
Highlight your expertise
Your knowledge and passion for fitness are what set you apart. Show them off! When new members see that your gym is more than just equipment, they’ll keep coming
back for the added value you provide.
Offer hands-on guidance during inductions—helping with lifting form, designing workout plans, or providing fitness assessments can make a lasting impression. Better yet, bundle these into a free personal training session for new members who join by a specific date. And don’t forget about social media. Quick, actionable content like workout tips, nutrition advice, or motivational posts can position your gym as an expert hub. A simple Instagram story or Facebook post can keep your gym top of mind for members and prospects alike.
Make this January count January is a make-or-break moment for gyms. By focusing on flexibility, simplifying sign-ups, building a community, and showcasing your expertise, you can turn the New Year rush into lasting success.
This isn’t just about attracting new members – it’s about creating a loyal community that will keep coming back long after the January buzz fades.
Ready to streamline your gym operations? ClubRight’s member management software has you covered—from sign-ups and billing to class bookings and more. Call us on 0203 884 977 or book a free demo to see why over 1,000 fitness businesses trust us.
Wayne Heath
CoverMe expands team to support rapid growth across new territories
CoverMe, the app for seamless, on-demand management and cover solutions for fitness professionals, has further expanded its team to support rapid growth across new territories.
Ali Atcha has been appointed as chief sales officer, while head of commercial Lou Crossland has been promoted to chief commercial officer, and award-winning industry expert Doris Thews will take on a role as vice president of business development USA.
Ali has more than 18 years’ experience in the health, wellness and tech industries, with a strong focus on sales and business development across Europe, the Nordics, Africa, the US and APAC markets.
He worked as a sales manager for brands including Next Generation and David Lloyd in the UK, before managing David Lloyd’s European sales and marketing, plus supporting the acquisition team for new clubs across the continent as European sales manager.
Ali was CEO of publicly listed CBD and hemp food company Elixinol Europe before joining Framen, part of the Axel Springer Group, leading business development in digital SaaS solutions across European markets. He said: “I was heavily involved in launching the first cannabis delivery SaaS platform Cannabis Connect, which was pivotal in merging my interest in technology with business development.
“My focus has always been on leveraging digital solutions to optimise business operations and enhance customer experiences in the health and wellness sector.
“What excites me about CoverMe is the innovative technology at its core. The platform isn’t just a luxury; it’s a necessity for businesses looking
to streamline operations, manage talent, and create a seamless member experience by improving fluidity in staffing.
“CoverMe has the potential to revolutionise how leisure and fitness businesses operate, and I’m excited to contribute to its continued growth.”
As CSO, Ali will focus on leading the sales strategy and drive expansion across key markets, such as the UK, US, Nordics, UAE, APAC and Africa, supporting CoverMe’s rapid growth, while maintaining the high standards of service that make it unique.
He added: “My experience in global markets and digital transformation will help CoverMe grow as a leading solution in the wellness sector, but I also aim to expand CoverMe into new verticals.
“For instance, the platform has the potential to be mirrored in the medical sector, where it could easily support a locum workforce.”
Lou was CoverMe’s head of commercial for just eight months before being promoted to chief commercial officer, where she will
oversee the company’s commercial operations and be responsible for driving revenue, growth and profitability.
She said: “It’s been such an exciting journey already, and this new role presents an incredible opportunity to lead and develop our commercial strategy to drive revenue growth and business development.
“This includes working alongside Ali on sales and marketing strategies, plans, forecasts and KPIs, whilst collaborating with our CEO Rosanna Tucker and COO Beverlee Brinkworth to ensure the company’s commercial goals align with its overall strategic vision.
“A new part to my role will be overseeing the onboarding and service teams, helping build the business in new territories and analysing data to identify crucial patterns and trends, all while future-proofing our business and maintaining a competitive edge.”
Doris has worked in the fitness sector for almost 40 years, starting her career at the front desk and working her way to the C suite for a number of well-known fitness
brands. As CoverMe’s US business development and implementation lead she will help CoverMe integrate into the US Market.
Doris said: “CoverMe is well proven in the UK and it’s time to show the US what’s possible. This game-changing app enables fitness professionals to take control of their business and their schedules, and hustle on their terms.
“It provides a fast and easy way to say ‘yes I’ll cover it’ and pick up work in one convenient space, while enabling management to focus on activities that generate revenue, rather than wasting time chasing down class coverage.
“By understanding the complexities, needs and wants of the dynamic and diverse US market, my goal is to create the bridge from the UK to the US market.
“Over the years I have been fortunate to align myself with a number of innovative, disruptive global brands that have positively changed the way the industry operates for good –CoverMe is one of those brands.”
Kurling group helps member George celebrate birthday
A POPULAR Kurling group, which meets every week at Dorothy Hyman Sports Centre in Cudworth, South Yorkshire, has helped one of its members celebrate his 95th birthday.
George Morgan was surprised with cards, presents, a cake and balloon, with participants also enjoying a celebration buffet after their Kurling session.
He said: “I’ve loved it. I love coming here - and everyone is so friendly. It’s like a family.”
The group meets at Dorothy Hyman every Tuesday from 10am until 12pm to take part in the activity, with time afterwards for teas and coffees and the chance to socialise.
Volunteer Mac McKechnie was responsible for setting up the
group, which started in June 2023, and works closely with operator BPL’s community sports development officer Connor Pickles to attract new members and promote the benefits of taking part.
Mac said: “Kurling is totally inclusive and suitable for people of all abilities. Everyone can play comfortably and confidently and feel part of a group.
“After every session, we also have time built in for the social element. That’s just as important; helping to alleviate isolation and improve wellbeing.”
As well as the session at Dorothy Hyman Sports Centre, BPL runs a Kurling session at Your Space Hoyland Leisure Centre on Fridays from 10am to
12pm and there are also plans to set one up at Your Space Royston Leisure Centre.
Connor added: “We’re delighted with how well received Kurling has been. Credit must go to Mac. He knew it would be an activity which people would come to and he has done so well in being an advocate for Kurling and helping the sessions to grow.
“We’re all about helping people feel good and bringing our spaces to life and Kurling is a fantastic example of that. It doesn’t matter who you are or your ability, it really is a game for everyone.
“That time at the end of the session for socialising is also so important and we were so pleased to be able to help George celebrate his birthday.”
Ali Atcha
Doris Thews
Louise Crossland
Snap Fitness opens its 100th UK and Ireland gym as member numbers soar
GLOBAL gym franchise Snap Fitness has opened its 100th gym across the UK and Ireland, following the launch of its latest location in Southport.
Having opened its first UK gym in Kent in 2012, Snap Fitness has grown to become the sixth largest private gym operator in the UK and has 24/7 gyms across England. Scotland, Wales and the Republic of Ireland.
All 100 locations are franchisee owned, with memberships at an average price of £35 per month.
It has recently invested significantly in the internal design and experience of its gyms, with members benefiting from state-ofthe-art recovery areas and added value offerings such as infrared saunas in selected locations.
Snap Fitness grew its membership base by 17.4 per cent year-on-year between March 2023 and March 2024, against a fitness industry average of 4.1 per cent (2024 State of the UK Fitness Industry Report).
In addition, its new gyms in 2024 have opened with 44 per cent more members than those that opened in 2023.
“This is a fantastic milestone for us but we’re just getting started,” said Kevin Yates, CEO of Snap Fitness EMEA.
“The resilience of the fitness industry is amazing to see and it’s so rewarding for us to help ambitious entrepreneurs own their own gyms and capitalise on this momentum.
“The key for us is not standing still and there are so many exciting developments in the pipeline for what we offer members in our gyms.
“We’re relentlessly ambitious and while there are of course bigger and more well-known gym operators out there, we’re focusing on ourselves and working towards offering the best and most supportive member
experience available.”
Having reached this milestone, Snap Fitness has a healthy opening pipeline ahead, with up to four more gyms set to open before the end of 2024 and over 20 in 2025.
In addition to its 100 UK and Ireland sites, Snap Fitness has more than 1,000 gyms across 20 countries globally, supporting more than one million members with their health and fitness goals.
Its gym owner network comprises a combination of franchisees new to franchising, as well as investors with
leading franchises in other sectors such
With more people in the UK than ever before having a gym membership (2024 State of the UK Fitness Industry Report), a growing number of investors are seeing its potential.
The total start-up cost of opening a Snap Fitness gym can reach up to £750,000 depending on size and location, with up to 70 per cent of this able to be financed with leading high street banking partners.
TaiSPO 2025 – celebrating 50 years of fitness innovation and wellness leadership
TAIWAN’S premier sports and fitness B2B expo, TaiSPO, will be held at Taipei Nangang Exhibition Hall 2 from March 26 to 29, 2025. Celebrating its 50th anniversary, TaiSPO fosters cross-sector interaction and market exploration in the sports, fitness, and outdoor leisure industries.
The 2025 theme, “Stay Fit, Stay Well,” emphasises comprehensive well-being.
The chairman of TAITRA, James Huang, states that TaiSPO aims to expand international participation, establishing itself as a central hub for sports industry networking in Asia.
The event is expected to feature 240 exhibitors with 830 booths, attracting more than 10,000 domestic and international professional buyers and media from 77 countries, including the US, Japan, South Korea, Singapore and Australia.
Twenty per cent of attendees are C-level executives, and 10 per cent are procurement managers. Overseas industry professionals can connect with world-renowned brands and OEM suppliers.
The event has attracted
leaders from top international organisations, with key players like Johnson Health Tech, Dyaco, JKexer and SportsArt, highlighting TaiSPO’s ability to reach target customers and enhance brand visibility.
The 2025 exhibition will introduce three new themed pavilions: Gym Facility, Golf and Sports Nutrition & Recovery.
n Gym Facility: This area will integrate flooring, shower equipment, locker room facilities, and access control systems. It will also showcase high-quality products from original fitness equipment manufacturers, creating a one-stop shopping platform for gym owners and operators.
n Golf Performance Area:
Building on the success of the well-received diving pavilion added in 2024, this new section will expand the exhibition’s outdoor sports offerings.
n Sports Nutrition & Recovery Area: This pavilion will feature sports supplements, massage products, and relief aids, catering comprehensively to the needs of sports enthusiasts.
As TaiSPO enters its 50th year, the organiser TAITRA emphasised that the exhibition has not only witnessed the robust growth of the global sports and fitness industry but will continue to drive innovation in the sector and contribute to wellness initiatives across Asia and globally.
Don’t miss out—register now on our website and secure your spot at this dynamic, game-changing event.
TaiSPO 2025 will be held from March 26-29 at Nangang Exhibition Hall 2.
Special incentives for travel and hotel accommodations are available for visitors whose businesses meet specific criteria. For more information visit www.taispo.com.tw/en/index.html
Advertiser’s announcement
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DURHAM County Council’s third leisure centre redevelopment with Alliance Leisure has been completed. The £5.7m refurbishment of The Louisa Centre in Stanley forms part of the council’s multi-million pound investment programme to transform leisure services across the county.
The centre has undergone extensive works to modernise its facilities and introduce new activities that appeal to both older and younger users, promote healthy lifestyles, reduce health inequalities and help ensure the future success of the centre.
Councillor James Rowlandson, Durham County Council’s cabinet member for resources, investment and assets, said: “Following the redevelopment of Abbey Leisure Centre and Peterlee Leisure Centre last year, we are delighted that the new-look Louisa Centre has opened.
“We are committed to providing high quality health and wellbeing facilities for residents to help more people become and stay active, supporting them to live long and independent lives.
“We have reviewed our physical activity provision across the county and are modernising and extending facilities to meet the needs of people in the county, attract new users and ultimately lay the foundation for better health outcomes for the people of County Durham.”
The Louisa Centre’s existing sports hall has been repurposed to offer five multi-sports courts as well as a large TAG Active indoor assault
course and a climbing facility. The site now offers three exercise studios including a dedicated group cycling studio and a virtual offer.
A new Move Hub featuring powerassisted equipment from Innerva offers a safe and sociable exercise and rehabilitation space for those who need support to get moving or with long-term health conditions.
Other facilities include a larger children’s soft play area with
interactive play features and a new café offering healthy options.
Essential maintenance works were also carried out at the centre’s 25m pool and teaching pool. Focusing primarily within the plant room, the work will lower the centre’s emissions and help improve the sustainability of the building.
Alliance Leisure delivered the project through the UK Leisure Framework, which is owned and managed by Denbighshire Leisure Ltd. The project team included Max Associates, Axiom Project Services, GT3 architects, Play Revolution, Hutchison AV and FT Leisure.
Business development manager Sean Nolan added: “We have been working alongside Durham County Council for a number of years now, helping them to achieve their vision for high quality, modern leisure provision.
“To see the projects coming to fruition, with lots of happy customers using the facilities, gives us real satisfaction and makes the hard work really worthwhile.”
The Princess Royal Training Awards celebrates its 10th year of rewarding exceptional training Council completes hat-trick of projects with Alliance Leisure
THE Princess Royal Training Awards, the ultimate standard of excellence in training, is thrilled to announce its 10th anniversary.
This milestone marks a decade of honouring organisations that have demonstrated outstanding commitment to developing their workforce through apprenticeships and other work-based learning initiatives.
Over the years the Princess Royal Training Awards have royally recognised a diverse range of organisations from the UK and Ireland, of all sizes, across various industries.
Previous recipients have included large employers such as Bentley, IBM and Specsavers through to smaller organisations such as heritage craft designers Cox London, employment charity Light Foundations and youth-focused charity OnSide.
Since their establishment in 2016, the Awards have seen a considerable rise in applications and Award recipients year on year, with 52 organisations achieving the Award in 2024.
As the Awards’ reputation as a gold standard continues to soar, more and more organisations are striving to earn this sought-after distinction.
As one previous recipient stated: “It immediately attracted interest from
overseas. It is a mark of excellence, and I think people recognise that both in the UK and internationally.”
The Awards are free from start to finish, provide unrivalled support throughout the application process, and focus on organisations achieving the standard, rather than competing against one another.
Beyond the prestige of royal recognition and celebration at a high-profile ceremony, Award recipients gain access to a powerful network of over 600 L&D leaders.
The real reward, however, is the transformative impact these Awards have on their organisations.
In a recent Alumni survey, 93 per cent of organisations reported a boost in employee engagement and wellbeing due to investment in learning, 91 per cent saw an increased ability to demonstrate the value of skills to their organisation’s social value and 84 per cent expressed enhanced confidence in their organisation’s culture and training approach.
Organisations of all sizes in the health and fitness sector have been recognised for their innovative training and commitment to learning and development.
Organisations awarded have included Ascenti for their Physiotherapy Clinical Development Programme, which has not only attracted new talent but has also improved employee retention and patient outcomes.
Also commended is Mini Me Yoga for a pioneering training model which has enabled self-employed ambassadors to deliver high-quality yoga classes to thousands of children, and The Tennis Foundation for a training initiative which is equipping centre leaders with the skills and knowledge needed to sustain their businesses.
If your organisation is looking to be recognised for a training programme which has positively impacted your organisation, why not register your interest?
This is a unique opportunity to showcase your commitment to training and development and be recognised for your achievements on a national stage.
Applications open on December 2. You can contact the Princess Royal Training Awards team at info@princessroyaltrainingawards.com
