Workout july 2014 by Script Media

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July 2014

The UK’s No 1 fitness industry magazine

Working together could help gyms to reap rewards By Christina Eccles INDEPENDENT gyms which forge close relationships with other businesses in their local community could reap the rewards of collaborative thinking, according to a new report. The Value of Collaboration report released by American Express and carried out by retail experts Conlumino, found that small businesses which join forces on activities such as marketing campaigns, loyalty schemes, local events and promotions can boost their sales by up to £30,000 each annually; representing an average potential sales uplift for independent businesses of almost £900m nationally. Head of UK merchant services at American Express Mark Roper explained: “Independent fitness and leisure businesses face a wealth of opportunities to collaborate with other small merchants on the high street, for example an independent gym could team up with a local sportswear retailer on discounts or special offers for their members. “Working together in this way can help small businesses in the fitness and leisure industry not only boost footfall for their own offering, but also encour-

age a more supportive and thriving sense of community.” The report also discovered nearly three quarters of respondents are supporting each other in some way. This includes activities such as discussing business challenges with their peers, comparing performance or discussing the trading environment. It also found day-to-day cost savings can be made by small businesses who give each other a helping hand through things like taking in deliveries, doing a bank run or providing loose change, which can add up to an average saving of £3,000 each per year in labour costs, equating to an average value of over £75m nationally. Mark added: “Whether it’s the local deli and off licence putting on a joint cheese and wine night, or an entire high street running a seasonal promotion, small merchants across the UK are clubbing together to improve their collective lot. “It makes strong business sense, delivering tangible returns in terms of boosted sales and saved labour costs and it is a trend that is increasing. One in six respondents said they plan to collaborate more in the next year or so.”

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Partnership gives PTs a chance to build brand

Four-time world boxing champion Ricky Hatton and TV presenter Caroline Pearce are teaming up to host the 2014 National Fitness Awards, Workout can reveal. The duo will be taking to the stage to present the glittering event, which this year takes place on Friday November 28 at The Athena in Leicester. Turn to pages 46 and 47 where we will be finding out why Ricky and Caroline are looking forward to the awards; as well as revealing our top panel of judges, tasked with choosing the lucky winners who will pick up trophies on the night.

PERSONAL trainers have been given the opportunity to gain that all important competitive edge by building their business brand, thanks to a partnership between former Men’s Fitness editor Jon Lipsey and Future Fit Training. Future Fit students can now benefit from preferential rates on Jon’s Reward3 group workshops, designed to help PTs develop the marketing and communication skills they need in order to turn their passion for fitness into a thriving profitable business. Jon said: “When potential clients have so many options, being generic just doesn’t cut it any more. “Creating a strong brand will give PTs confidence in what they do, allow them to create compelling marketing messages and enable them to communicate their true value. “I partnered with Future Fit because I was impressed with their commitment to giving students the support and education they need to become great coaches and carve out a successful career in the fitness industry.”

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ENTER YOUR CLUB FOR A TOP INDUSTRY AWARD...

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Personal trainers urged to enter global awards PERSONAL trainers have been urged to put themselves forward for a top award, which recognises the world’s best fitness professionals. Life Fitness’ Personal Trainers to Watch scheme – in partnership with the International Confederation of Registers for Exercise Professionals, EuropeActive, Life Fitness Academy and the American Council on Exercise – celebrates and rewards elite trainers around the world who embody the same passion and commitment to the profession as Life Fitness. Clients, personal trainers and gym owners can visit www.lifefitness.co.uk /personaltrainers to nominate. Nominations will be collected throughout July and the top 10 finalists will compete in a live global competition this autumn to determine the

overall winner. President of Life Fitness Chris Clawson said: “The 2013 Personal Trainers to Watch programme earned worldwide support and recognition, with nearly 1,500 entries from personal trainers in 43 countries. This year, we continue to expand the reach and impact of the programme, and we look forward to finding those trainers who share our passion for enhancing the profession’s growth and success.” The winner will receive £3,000 towards his or her personal training business, international media recognition as the global 2014 Personal Trainer to Watch, continuing education course credit from the Life Fitness Academy, personalised award plaque and one-year subscription to PTontheNet.

Singing sensation Olly Murs has topped PPL’s list of most played artists for 2013, compiled from music usage data from licensees across the UK, which include many gyms. The singer beat off competition from pop rivals including Bruno Mars, Pink, Rihanna and Calvin Harris to take the number one slot. The number one song was Get Lucky by Daft Punk featuring Pharrell Williams, followed By Robin Thicke’s Blurred Lines and Mirrors by Justin Timberlake.

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Retail guru Mary Portas is turning her attention to the fitness industry with her latest TV show – and is looking for gyms which want to take part. Optomen Television, the BAFTAwinning TV production company behind shows such as The Great British Menu and Heston Blumenthal’s Feast, will be making the series, which will see Mary offer her unique insight, ideas and expertise on the customer experience. The show’s producers are currently looking for service-based businesses, particularly gyms and leisure centres, which could benefit from Mary’s help. Clubs interested in taking part can register their interest by contacting Optomen Television directly.

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YOUR CLUB FLY THE FLAG FOR YOUR LOCAL AREA?

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The gym at The Health Hub at Life Leisure Avondale (left) and the team picking up the Rehabilitation Gym of the Year award at the 2013 National Fitness Awards.

Staff and facilities help gym thrive By Christina Eccles A STOCKPORT gym, which has received industry recognition for its rehabilitation and weight management programmes, has revealed why its great team of staff and wide range of facilities are helping it to thrive. The Health Hub at Life Leisure Avondale scooped the Rehabilitation Gym of the Year award at the 2013 National Fitness Awards and was commended for its efforts in supporting a wide cross section of the local community – particularly its investment in a high tech Alter G anti gravity treadmill – an unusual addition to a leisure centre, which is available for use at an affordable cost. The kit, developed by NASA and

used by elite athletes and rehabilitation centres, provides a focal point of the gym and allows users to safely train at a reduction of their body weight. The club is using it for everything from weight loss and management to mobility improvement, specialist athlete training and rehabilitation. Users can access pay as you go sessions or monthly packages, including a value for money unlimited use package, available to members for £55 per month or to non members for £65 per month. The club also delivers PARiS (Physical Activity Referral in Stockport) sessions – seeing about 1,500 patients per year – and has a top team of staff on hand, who are

trained to Level Four standard and specialise in a wide range of areas from postural stability to cardiac rehabilitation. Physical activity development manager Michelle Childs said: “We’ve made sure we’ve got the right staff for this facility. The team are great with people and really good at addressing their barriers to exercise and helping to remove them.” The club is situated in the grounds of Stockport Academy and also delivers sessions for young people, as well as helping various community groups to source funding for sessions they would like to take part in and offering them use of the facilities. General manager Jamie McCord

added: “This is a really important part of the Health Hub. We offer Fit Teens sessions, which include a practical and theoretical introduction to exercise. “We also try to help groups with funding for different sessions. It’s about responding to need.” Last year’s success at the National Fitness Awards also helped the club secure front page coverage from its local newspaper, further helping to raise awareness of the great work being done by the team. Michelle added: “It was brilliant to win. We also got to the final of ukactive’s FLAME Awards in the spark of innovation category. “It’s amazing to be recognised at a national level.”

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WANT YOUR ACHIEVEMENTS TO BE RECOGNISED?

An inspirational gym member has lost seven stone at his local gym, with his guide dog being there every step of the way. Huw Davies has been attending sessions at the Metrodome in Barnsley, accompanied by guide dog Owen. Huw is helped around by a member of staff as Owen, who's been with Huw for seven years, waits patiently and is kept happy by eating treats. Trainer Mark Elliott, said: “Huw has worked really hard. He sometimes gives us the credit, but he's done it all by himself.”

‘Make Your Move’ campaign invests in new projects By Christina Eccles SPORTA’S Make Your Move campaign has invested more than £600,000 in 13 new local sports participation projects, which will take place throughout the UK. The campaign is funded by The National Lottery via Sport England, with the money distributed through Sporta, the representative body for sport and leisure trusts in the UK. Sporta’s members operate 30 per cent of public facilities across the country, attracting more than 230m customer visits each year. Over a three year period, Sport England will invest £2m of National Lottery funding into the programme for leisure and cultural trusts to deliver innovative projects that will help to engage inactive people in sport. Sporta members can apply for up to £50,000 and the first round of projects include: Tees Valley Leisure Limited’s North East Homeless Street Soccer Programme: A niche project designed to deliver street soccer sessions and training to homeless adults in Durham, Stockton on Tees and Gateshead.

Greenwich Leisure Limited’s ‘For the Girls, by the Girls’: This project is targeting 5,300 inactive women and girls, aged from 14 to 25. Local steering groups are being used to identify activities, design and promote programmes in their area and then facilitate delivery of sports and activities. MyFamilyFitness from Wigan Leisure and Culture Trust: Delivered in Wigan, Selby and Cannock, the project focuses on parents who experience a variety of barriers to participation in sports. These will be tackled by providing family-friendly participation opportunities, delivering exercise, fitness and sports sessions in a variety of settings to meet the participants’ needs. Sporta CEO Brian Leonard said: “The Make Your Move campaign has been created to drive Sport England Lottery Funding to the grass roots. “By providing essential investment to sport and leisure trusts, via innovative programmes created by local trusts for local people, Sporta members can seek to provide bespoke activities and solutions which truly enhance and increase participation in activity and sport in their community.”

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YOUR GYM A POTENTIAL AWARD WINNER?

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Kenny Buchan’s London to Edinburgh bike ride raised more than £3,500 for Crohn’s disease.

Gym employee completes gruelling charity bike ride A LOYAL gym employee has completed a gruelling London to Edinburgh bike ride to raise money for Crohn’s disease. Kenny, who has been with Bannatyne’s Health Club for 14 years, decided to take on the bike challenge to test his fitness and generate funds for a cause close to his heart. He and a group of seven friends raised more than £3500 after completing the four day, 469-mile trip. Kenny said: “I have always been rel-

atively fit and healthy but I have never really challenged myself to this extent. “I agreed to the London to Edinburgh bike ride as it was something a bit different and was definitely going to push me to my limits. I know somebody who has been affected by Crohn’s disease and I wanted to raise money for a good cause. “I have been with Bannatyne’s in Edinburgh for many years now and I am grateful for all their help and support in completing the bike ride.”

Callum sheds over four stones to win gym’s competition By Christina Eccles AN independent gym has revealed the success of its latest biggest loser competition, plus details of a new marketing campaign designed to raise awareness of the club around the local area. Overall winner Callum Short shed over four stones after taking part in Think Fitness 4 Less’ contest, which was run in conjunction with local paper, The Hawick News. In total, a group of 10 people took part in the competition, benefiting from free exercise sessions and diet advice from experts at the club, as well as backing from the newspaper, which regularly featured each contestant and the progress they were making. Participants also used MYZONE belts, making it easier to track results and monitor progress, and after 19 weeks Callum was crowned the winner. The gym’s co-owner Greg Dalgleish said: “It was a big chance for him to make a change and he’s still coming in now. “Being in the paper, he’s also got a lot of good feedback from the local community and people saying he is a great inspiration.” Nearly all of the 10 participants have continued to come into the gym since the challenge finished and Greg

Club supervisor Grant Morrison with ‘Gymima’. added it is something the club will definitely run again, as not only is it good publicity for the business, more importantly it also encourages local people to make healthy lifestyle changes. As well as celebrating the success of the competition, staff are also gearing up to launch the gym’s latest marketing campaign, which involves a branded car, aptly named ‘Gymima.’ Greg added: “We recently ran a social media competition to name the car, with the staff voting for Gymima. “The car will be used for advertising the gym with it being parked around the town at various locations and we also plan to use it for more social media competitions.”

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GOT A MEMBER WHO’S ACHIEVED SOMETHING SPECIAL?

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Returns put Comprehensive study helps franchise in gym boost its attendance good shape FITNESS franchise The énergie Group has revealed how partnering with a number of big household brands has helped to raise the company’s profile – and drive sales. Most recently, the operator linked up with The Sun newspaper and its digital team to offer readers a free seven day pass at any of its gyms and health clubs, which was communicated to existing Sun+ Perks’ customers and as a driver for new subscribers. Meanwhile, over Christmas it partnered with Duracell to offer a health-related reward to strengthen the company’s seasonal two for one offering and last year teamed up with the Daily Star to offer a month’s free pass. Marketing manager Dean Frosts said: “Our reach across the entire UK is a very attractive proposition to third party affiliates. “We are comfortable with offering exclusive free passes to national brands as long as the promotional message fits and the return will deliver for our franchisees. “The Sun and Duracell are just a few examples that we have delivered to date but there are many more that have proven really successful.”

A COMPREHENSIVE study of its equipment usage, demand and member satisfaction has helped one gym to boost its attendance – and enhance the customer experience. The Institute of Sport and Exercise’s gym at the University of Dundee is one of the largest in the region, with over 6,000 members comprising students, staff and the general public. It has recently made improvements following the results of a GYMetrix study, which identified that members were frustrated by the shortage of particular equipment such as treadmills and cross-trainers, which were available for just 16 and 14 per cent of the time respectively during peak periods. As a result, customer satisfaction measured by the Net Promoter Score, was just 42. Guided by the results of the studies, ISE increased the number of treadmills from 17 to 23 and its cross-trainers from 15 to 21 to meet member demand. It also removed equipment which was found to have very low usage. Director of Sport at ISE Brian Ewing said: “The results of the GYMetrix study showed the layout of the gym and the balance of equipment did not meet the needs and expectations of our customers. “GYMetrix allows operators to make informed and detailed decisions on

The Institute of Sport and Exercise’s gym at the University of Dundee. equipment provision and facility layout to meet customer demand.” Since following the advice of GYMetrix, both in terms of new equipment purchased and the general layout of the gym, ISE has reported a 12 per cent increase in gym usage. By investing in more treadmills and cross-trainers, ISE has relieved pressure during busy periods reducing frustration among customers. Overall, the changes implemented by ISE have helped to dramatically improve member satisfaction to a Net

Promoter Score of 53. Brian added: “The re-study showed a marked improvement in customer satisfaction recognising that we had responded to the previous survey, as well as increases in membership and attendance after allocating our budget to respond customer demand. “But, it also identified where we had not followed previous direction from GYMetrix, highlighting similar issues and areas of concern, which we will now address in our current investment programme.”

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DO YOU HAVE THE BEST GYM TEAM IN THE COUNTRY?

Gold medallist launches five-star resort’s gym By Christina Eccles FIVE-star resort Cameron House is aiming to lead the way with its fitness offering after upgrading its gym equipment and announcing plans to capitalise on the arrival of the Commonwealth Games to Glasgow. The luxury club, which overlooks Loch Lomond, has become the first gym in Scotland to offer Technogym’s ARTis Connectivity equipment, which is proving popular with both members and staff. Director of spa and leisure Claire Edkins explained: “Being a five star resort I wanted to have the best equipment in the gym for our members. “They are so passionate about the club I wanted to ensure we had the best equipment on the market today. The new equipment has brought a new lease of life into the gym and fresh passion within the team to deliver a fantastic service to our members and guests.” The kit was launched at an event attended by Olympic rower Katherine Grainger, as well as experts from Technogym, who gave demonstrations and personal fitness advice before presenting the thinking behind the range. Claire added: “The launch was a great evening. Our members and

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New distributor for ViPR range ANYTIME Leisure is to become a new distributor for the ViPR range of equipment and ViPR programmes in Scotland, FitPro has announced. Alongside a range of fitness and sports equipment, Anytime Leisure provides customers with a gym design service, as well as service, maintenance, support and 25 years of expertise in the health and fitness industry. Director of commercial operations (Europe) Fergus Ahern said: “Anytime Leisure is the perfect partner for FitPro in terms of distribution of the ViPR range. “Their longevity in the industry, coupled with their reputation for excellent customer service and support creates a true synergy with the values that epitomise FitPro and the ViPR brand.”

Franchise agreed Katherine Grainger CBE with Chris Southall, health and fitness director for Devere and Village Hotels and Andy Roger, operations director for Cameron House. guests really enjoyed the event and to get the opportunity to get pictures taken with Katherine with our new equipment created a good atmosphere and a talking point for weeks ahead.” Future plans at the club include introducing sports coaching sessions for children, as well as looking ahead

to the upcoming Commonwealth Games and how the event can inspire more people to become active. Claire added: “My focus at present is bringing the excitement of the countdown to the Commonwealth Games and bringing our own spin on it to the Club at Cameron House to get everyone excited and ready for the games.”

THE énergie Group has signed a franchise agreement to open at least five Fit4less sites in London in the next three years. Under the same franchisee, the operator will also regenerate its Leighton Buzzard and Liscombe Park sites. An agreement with Gymstar Ltd will see a London site open in Bethnal Green, with two further sites planned this year.

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The New Zealand rugby sevens team were one of 16 to train at Stamford Bridge.

All Blacks turn blue at club LONDON’S Chelsea Health Club and Spa played host to some high profile guests when the New Zealand All Blacks rugby team enjoyed training sessions at its newly refurbished fitness facilities. During the final stages of the HSBC World Sevens Series, the All Blacks were among the teams which made Stamford Bridge – the home of Chelsea Football Club – their base,

staying at the on site Millennium Hotel and utilising many of the facilities, including the health club. Head of venue and brand at Chelsea Football Club Simon Hunter said: ”We were delighted to host each of the Rugby Sevens Teams during their recent tour and are very proud to share the extensive facilities that our venue has to offer with many other world-class sporting institutions.”

Fitness Professional shortlist is unveiled

THE finalists have been announced for this year’s Fitness Professional Awards, which will take place later this month at FitPro Live. The awards recognise and reward those who work, excel, inspire and break boundaries in the industry and trophies will be handed out at a dinner on July 18 at the ExCeL Centre in London. Following nominations, 10 semi finalists were selected, put to the public vote with the help of personal trainer social networking platform Mates Rates, and whittled down to four finalists per category. They will be interviewed by a panel of judges at FitPro Live to determine the winners. The finalists for the Fitness Professional of the Year Award are: Harriet Chettleburgh – who set up The Right Fit to help people across Berkshire to improve their fitness and well-being. Jay Provan – a lecturer, trainer, sports therapist and former international athlete who constantly evolves his training methods through nontraditional techniques. Joanna Helcké – an ex-university lecturer who ditched the conventional career and followed her dreams. She created the UK’s first week-by-week online pregnancy/postnatal fitness system. Mike Tracey – who focuses on help-

ing people to work on cause rather than effect. His philosophy is that only by understanding why we do what we do, can we look at making positive, lasting change. The finalists for the FitPro Award of Excellence are: Jenny Muhlwa – Belrobics founder whose aim is to encourage women of all ages, shapes and sizes to feel confident in their bodies, keep fit and be part of an active community. John Shehan – who has spent 20 years working in an industry he loves, representing the UK fitness industry on a global stage. Maxine Hayes – once a 16.5 stone single parent, with no qualifications and living off benefits. She now runs a facility with more than 100 members and employs three members of staff. Priya Tew – taught Pilates throughout pregnancy, filmed her antenatal DVD at 17 weeks’ pregnant and postnatal DVDs at 20 weeks post-birth. Four months post-baby, she was back teaching 11 classes a week. The winners will receive a package of prizes including an annual FitPro and PTontheNet membership, a place on a PTA Global or ViPR course, a fullpage advert in Fitpro magazine, a contribution to Fitpro magazine and newsletter, Kick Fitness branded boxing gloves, INSANITY certification, a one-night high-energy spa break at Champneys.

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Life Leisure adds Andy and Emma to its team STOCKPORT based leisure trust Life Leisure has announced the appointment of two experienced fitness industry professionals to their team. The trust, which manages leisure centres on behalf of the local authority as well as the privately owned Stockport Sports Village, has recruited Andy Gill (formerly of equipment supplier Life Fitness) to become group sales manager and Emma Waring (formerly of Matrix fitness equipment) to consult on the development of the increasingly important market for public health services. Andy’s remit will be to drive membership sales across the wide portfolio of sites. The role will involve the continued development of the sales systems and processes as well as driving forward a wide portfolio of products.

Andy will also have responsibility for the operator’s football product, based at Stockport Sports Village, and for attracting external commercial sponsorship. Emma has been appointed as a consultant to the expanding business, with a remit to deliver contract management solutions, identify business opportunities and provide a benchmarking service for the trust. Life Leisure CEO Malcolm McPhail said: “We are very pleased to have made these two appointments to our senior management team. Both are highly skilled and experienced professionals in our sector and have a specific role to play in delivering the bigger strategic vision for the growth of our business. It’s another sign of Life Leisure’s strong and continuing development as expert leisure operators.”

Helen Tite and Becky Full from the Core Fitness and Wellbeing Centre in Falmouth during their trip to Zambia.

Gym’s staff teach health and fitness on Zambia mine trip STAFF from an award winning Falmouth gym have returned to Zambia for the third time to teach health and fitness to people working for First Quantum Mine. Helen Tite and Becky Full from the Core Fitness and Wellbeing Centre visited the country to talk about issues such as wellbeing of staff, including back care, diet and taking steps to improve fitness and addressing long-term health conditions. The Core, which won Best Gym Team at last year’s National Fitness Awards in Manchester, have now expanded the project into a second mine and have returned to the UK with the possibility of repeating the model in other countries including

Argentina and Panama. Helen said: “We understood that by improving the health of the mine workers and their families, we could in turn improve the capability of the workforce. “The anthropologist in me wants to address wellbeing. I can see how we can help communities make change to improve quality of life. “We respect the culture and this time encountered some challenging violent scenarios within the township, which was saddening and a cautious reminder of the dangers of working in a developing country.” The next visit is planned for October and includes the launch of some new wellness packages on female health.

The team behind the successful Bodyism brand have launched their first outdoor gym at Turkey’s luxurious D-Hotel Maris. Celebrities including Elle Macpherson and Lara Stone are fans of the Bodyism technique, created in 2006 by trainer James Duigan. The programme will now be available to all guests at the hotel, including personal training sessions from James’ top trainers and a tailored range of James’ own Clean and Lean dishes. James said: “Turkey is such a beautiful and culture rich country; we couldn’t ask for a more exciting home for this partnership. D-Hotels Maris’ stunning location and the incredible amenities lend themselves perfectly to exploring our Clean and Lean philosophy and helping the hotel’s guests achieve lean, strong and healthy bodies.”

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Welcome to WorkOut Weigh In – it’s your chance to have your say and share your views on industry issues. You can email us at ce@scriptmedia.co.uk or you can message us on Facebook or Twitter.

This month’s top Tweets...

@Dawntuckwell: Race is on with @WorkOutUK on @TrixterWorld at @eaActon #tryingnottocrash @bigfish_pr: Amazing @ViPR_fit class with @AbsbuddyApp and Christina @WorkOutUK @VirginActiveUK 200 Aldersgate this lunchtime. Great group ex concept! @NAhutchinson: Fantastic article in this month’s @WorkOutUK magazine on teamwork and innovation in Burnley #topteam #burnley #fitness @CarolinePearce: Looking forward to announcing some exciting news in the next issue of @WorkOutUK magazine. Look out for it early July! #fitness #news :)

Amazing prizes up for grabs to celebrate our 250th issue To celebrate Workout’s milestone 250th issue, we have teamed up with Premier Training International to offer one lucky reader an amazing prize. Up for grabs is £250 worth of PTI CPD vouchers, as well as an all-inclusive photo shoot – worth £275 – in partnership with Studio1B, which includes a professional photo session, session DVD with all images, 10 12” x 8” glossy prints and a portfolio display album. To put yourself in with a chance of winning this great package, all you need to do is visit us on Facebook at www.facebook.com/ workoutmagazine; like our page and comment as to why you think you deserve to win. The competition closes on August 1, after which we will pick a winner from the entries received. Good luck everyone!

Editor’s Comment WELCOME to the 250th issue of the magazine, which we’re all excited about here at Workout HQ! It’s a great milestone for us to reach – coming just before we celebrate our 21st birthday in September – and to thank all our readers for their continued support over the years, we’re giving away a great prize with Premier Training International via social media – further details of which can be found on this page. Back to this issue and this month, it’s all about group exercise... From visiting one of London’s hottest indoor cycling studios to trying out the new ViPR 3D class at Virgin Active, over the last few weeks, I’ve been out and about finding out what’s new – and why operators can benefit from adding the latest classes to their timetables. You can read about how I got on at BOOM Cycle in Holborn on page 26. and look out for the ViPR challenge next month. Speaking of excitement, we’re also gearing up for this year’s National Fitness Awards and are delighted to

announce news of our presenters and judging panel. We’re really looking forward to working with Ricky and Caroline – and all of our judges – and can’t wait to welcome many of you to the awards at The Athena in Leicester on Friday November 28. If you haven’t already done so, there is still time to get your nominations in. All the categories, criteria and online nomination forms can be found on the website www.nationalfitnessawards.co.uk where we will be accepting entries until August 22. Now is a good time to start thinking about what makes your club stand out from the crowd, as the more information we have, the stronger your nomination and the greater your chances of making the shortlist. We’ve received some great entries already across many of our categories and we always enjoy reading about the excellent work which is going on in clubs all around the country. Turn to pages 46 and 47 to read how plans are progressing for this year and

Christina Eccles for more details on the experts helping us with the tough task of picking the winners – and best of luck to everyone with your nominations. Enjoy the issue and as always get in touch via email or social media to share your comments, thoughts on the industry or stories with our team.

This month’s hot topic:

With a major summer of sport now in full swing, what can operators do to capitalise on the impact of large @LauraBlacklaws: Even the puppy is enjoying the latest issue of @WorkOutUK @FitnessAwards: Look out for exciting NFA news coming up in the next issue of @WorkOutUK. We can't wait for this year's awards! @PromotePR: Lovely catch up with @ChristinaEccles from @WorkOutUK – look forward to seeing you at @L_I_W

scale events such as the World Cup, The Commonwealth Games and Wimbledon to encourage more people to be active and get a new audience through their doors? Let us know your thoughts – and if you’re a gym who is already successfully doing this, we would also love to hear how you’re getting on. Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

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Pole fitness interest surges REALITY star Kim Kardashian has caused a surge in interest of pole fitness after she was filmed taking part in a session for her TV show. Kim recently joined her mum, Kris Jenner, at a pole fitness lesson broadcast on the family’s TV show, Keeping Up With The Kardashians. And as a result, pole fitness brand, Aurelian Sports, has seen a huge spike in sales, with the majority of orders being requested by males who are keen to encourage girlfriends to emulate Kim’s world famous bottom. CEO of Aurelian Sports Tracey Batenburg said: “It’s great to see Kim Kardashian spreading the word about pole fitness and I can see it’s doing wonders to help her shed the baby weight she gained when she was pregnant with North West. Pole fitness is a demanding workout which requires the focus of yoga and gets your heart racing faster than any treadmill. It’s also a great way for mums and daughters to bond and stay fit together.”

MP to open free one-day yoga festival in Brighton Performance appoints distributor A FREE one-day yoga festival is set to take place in Brighton this summer. The Brighton Yoga Festival, which is due to be opened by MP Caroline Lucas, is aimed at both yoga fans and beginners and will take place in and around St George's Church, Kemptown, on July 26. Festival co-founder Davy Jones said: "The aim of the Brighton Yoga Festival is, more than anything else, to give a

taste of yoga to people who are curious but have never actually tried it before. “There will be free beginner and taster sessions, demonstrations and workshops throughout the day for adults and children, covering a number of different yoga styles, from Vinyasa Flow to Ashtanga, supported by the major yoga schools and teachers from across Brighton and Hove."

PERFORMANCE Health Systems has appointed THR Träning Hälsa and Rehab AB – translated as Training Health Rehab Ltd – as the official Swedish distributor of its Power Plate whole body vibration line and bioDensity osteogenic loading systems. THR will serve the commercial and consumer markets in Sweden

Kim Kardashian

from its two centres, which will be used for sales, showroom and training. Senior vice president, Performance Health Systems, Matthew Pengelly said: “THR is a well-established trainer and provider of Power Plate with a strong commitment to sales and service.”

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Trust reveals results of customer survey KIRKLEES Active Leisure has announced the results of its biggest ever customer satisfaction survey, completed by over 2,500 people. The annual survey is carried out to collect the views of customers, enabling the operator to discover what it is doing well and evaluate areas for improvement. Key findings included: 91 per cent of customers are satisfied with the services KAL provide. 86 per cent of customers would recommend KAL to a friend or family member, with 49 per cent strongly recommending KAL.

Most customers use KAL’s facilities to improve their health, with some attending because they enjoy it, and a small number attending to meet new people and socialise. Over 60 per cent of customers enjoy a sense of community in their local KAL centre, seeing it as a place to meet friends. Over a third of customers told KAL that the service they receive has improved over the past 12 months. Areas to improve on included the way comments and complaints are handled and communication via telephone and social media.

Centres given ‘excellent’ status

Popular spa resort Ragdale Hall has revealed its latest timetable of fitness breaks. the series includes a walk to fitness break from August 7 to 9, led by Ragdale’s award winning fitness expert Dean Hodgkin; Run for It from September 4 to 6 and two Pilates retreats, taking place in October 2014 and February 2015.

GLL has been awarded excellent status for all of its ‘Better’ brand leisure centres managed in the London borough of Hillingdon. The status, which was issued by Quest, the UK quality scheme for sport and leisure, was elevated from ‘good’ to ‘excellent’ and in order to achieve ‘Quest Plus’, GLL went through a two-year process, with a mystery visit and a two-day assessment in the first year and a second mystery visit and one-day assessment in the second year. The successful centres include Botwell Green Sports and Leisure Centre, Queensmead Sports Centre,

and Highgrove Pool and Fitness Centre. Partnership manager for GLL Gary Starkey said: “We are delighted that our Better leisure centres have been awarded this status, which is testament to the hard work and dedication of our team, and we are proud to offer such high quality services to our local people in Hillingdon. “Even with the excellent rating however, our work will not stop and improvements are continually being made. This includes working to obtain funding for a traversing wall at Queensmead, as well as adding more kiosks for easy access at Highgrove.”

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Personal trainer and WBFF Pro Sian Toal has launched a new website for fitness fans. Sian, who runs London based PT studio Onpoint Training with partner Jay Benedetti, has created the site to include features such as a video based membership area incorporating fashion, fitness, beauty and nutrition. Members can become part of an online community where they have access to training plans, motivation videos, 'how to' instructional videos and tips and advice. Users can also purchase downloadable training manuals for use in the gym.

Save money with new Government initiative SMALL businesses in the fitness sector have been encouraged to take advantage of any savings they could make through the introduction of the Government’s Employment Allowance initiative. The scheme means eligible employers will save up to £2,000 a year on their employer National Insurance Contributions, enabling businesses to invest the money saved into growth or other areas that benefit them. The scheme feeds into the wider Business is GREAT Britain initiative, which aims to build confidence in small businesses across the country and match their potential for success with the services that can help them grow. Minister for skills and enterprise

Matthew Hancock said: “As businesses grow, it is crucial to recruit and retain staff with the right skills and attributes to go further, an area we support through apprenticeships and through the business recruitment advice across Government’s small business services. “Government is backing Britain's small businesses by supporting them to grow to their full potential, nurture new talent and skills, export where there is the interest and opportunity, and lead the way for others to follow. “As well as financial support, such as the new Employment Allowance of £2000 off National Insurance, this support includes linking businesses together to mentor and share best practice.”

Zumba Combo qualification launched ZUMBA has teamed up with the Exercise, Movement and Dance Academy and Lifetime Training to create and launch the new Zumba Combo qualification. The qualification combines the teaching certificate in Exercise, Movement and Dance and the instructor certificate in Exercise to

Music. The Zumba Combo is available to members of the Zumba Instructor Network, who have already completed their Zumba B1 training. Nine courses are scheduled across the UK in July, with further dates secured nationwide throughout August to October.

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GOT A MEMBER WHO’S ACHIEVED SOMETHING SPECIAL?

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Innovate and take the fight to your rivals to stay ahead By Matthew Januszek, Escape Fitness “Innovation distinguishes between a leader and a follower” – Steve Jobs COMPETITION is fiercer than ever in today’s world. There are more people like you trying to do the same thing as you to target the same people as you. So how do you react, not just to keep your head above water but to actually make real progress? As the quote from Steve Jobs implies, you must innovate and take the fight to the competition. With innovation also comes evolution. Look at Amazon, it wasn’t the first company to sell books but they have evolved and are now a market place for pretty much anything you want to buy. The lesson here is that you don’t have to come up with a new concept as such, but you must be innovative to stay ahead. Let’s apply this to our industry and you can certainly see how we have evolved, and are continuing to. Not just from an equipment perspective but in terms of attitude. Where once gyms were just a place to workout, they have now evolved to become places where members expect an experience. They expect results and they expect them in more convenient and more elaborate ways; the ‘onesize-fits-all’ model is now dated. Just look at the growing popularity of micro-gyms. First to emerge in the USA, the

appeal of these smaller, independent clubs that generally focus on one type of training is impossible to ignore and they are starting to make their impact here in the UK. What you’re seeing here is an example of genuine innovation in our industry and how, if you get it right, you can stay one step ahead. At Escape Fitness we consider ourselves as equipment innovators in the field of functional fitness – for example our new Escape TIYR is earning rave reviews across the globe thanks to being an innovative and inclusive training tool – we took an existing concept and developed it, improved it and moved it on from a conventional tyre. This isn’t a ‘blow your own trumpet’ moment, more an example of how innovation is the route to success. By working with companies all around the world we have identified opportunities for the creation of new products and for the development of existing ones. We invest in research and development and testing, learn from other industries and listen to feedback from customers and our own employees to ensure the products we manufacture provide the greatest experience possible for the end user. Innovation is an ongoing process which means our product team work around the clock to ensure we remain at the forefront of the industry, immersing themselves in the industry, ensuring they are forward thinking, looking ahead, testing and learning.

Matthew Januszek To be a leader you must constantly raise your game to stay ahead of your competition and the same is true for clubs and PTs. Let’s take another example of how this can be applied, this time with trainers. A qualified trainer will instil confidence in your members and clients. Creative trainers will demonstrate new ways to do things, capture the imagination of members and give them the experiences they crave and the results they desire.

A confident and knowledgeable trainer is a hugely valuable asset so give them the opportunity to get creative on the studio floor, to create workout programmes that will excite and engage people and encourage them to smile, have fun and ultimately return again and again. Don’t wait for the next big exercise craze to arrive, be proactive and let your trainers use their imagination to potentially create something unique for your business. The point here is that you should try to stay ahead and innovate. Create or develop a concept that is unique to your business, to your brand and believe in it. Promote it, market it proudly and communicate why it is so different and why people will love it. Look for something different, something that will get the pulse racing and go for it. And don’t be worried if your concept struggles to take off. Things do not happen overnight, indeed some of the best ideas take years to come to fruition. Facebook was Mark Zuckerberg’s third attempt at a social network site – so persevere and be determined because, as Thomas A. Edison once said: “The reason a lot of people do not recognise opportunity is because it usually goes around wearing overalls looking like hard work.” Come and join the discussion in our LinkedIn group http://linkd.in/KPRtMn – or simply visit LinkedIn and search for Escape Fitness in the group search.

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Firm appoints UK sales director PAVIGYM has appointed a new UK sales director, Alan Cuthbert. Alan, who has over 20 years of experience in the health and fitness industry, will use his industry and technical expertise to drive UK sales for the sports flooring solutions company, managing the business in the UK, as well as working collaboratively with existing distributors of Pavigym’s products within the UK. He said: “Pavigym’s longevity in the

health and fitness industry is unsurpassed. As a company, they recently celebrated 50 years as the world leader in sports flooring. “To be part of a company with such fortitude, as well as a great heritage of providing premier products is an exciting prospect. “I look forward to developing sales in the UK and spreading the word about Pavigym’s revolutionary range of health and fitness solutions.”

Helen Skelton-Myler inspires young girls from Handsworth Grange Community Sports College to get active. Photo credit: Trevor Smith.

A gym member has completed a 30-day, 100km swimming challenge to raise money for the hospital department that took care of his premature grandson. Keen swimmer Phil Gibson has raised more than £1,000 by completing 5550 lengths of the pool at Bannatyne’s Carlisle club. General manager Hazel Graham said: “Everybody here at Bannatyne’s Carlisle wants to congratulate Phil on his amazing fundraising efforts for a cause very close to his heart. Phil worked very hard in the run up to the challenge and we are delighted that we could help him achieve his goal.” Phil Gibson is pictured with his grandson Alexander and Adam Bewley of Bannatyne’s, Carlisle.

Ex-Blue Peter star hopes to inspire girls to be active By Christina Eccles FORMER Blue Peter presenter Helen Skelton-Myler has visited Sheffield to inspire more than 100 school girls to get active. Helen, who now presents FA Women's Super League football matches for BT Sport, met pupils from Handsworth Grange Community Sports College to take part in the Virgin Active Active Inspiration day of sport and fitness. Held at the University of Sheffield, in partnership with the Women's Sport and Fitness Foundation, the girls took part in a range of sporting and fitness activities, including boxing, football and netball. They also got involved in a series of workshops during the day which focused on their ideal leader and role model, marketing and communications, and their ideal session. Kat Clarke, from South Yorkshire Sport, which helped to organise the event, said: “Research by WSFF has found that girls engage with sport in different ways to boys and the delivery of sport in schools and the local community can be shaped to have greater impact and appeal. “Handsworth Grange School has

been selected to work in partnership with WSFF to develop a pilot programme allowing year seven girls to help design their own programme of physical activity incorporating a number of different sporting and fitness activities, to help young girls change their attitudes to activeness.” This pilot programme will take place in partnership with Virgin Active, whose campaign Active Inspiration aims to address rising levels of youth inactivity and give 500,000 young people access to activity over the next five years. The programme will run for 10 weeks, generating information for the Women's Sport and Fitness Foundation to help shape nationwide school sports engagement programmes. Kat added: “The project will work with the girls to devise and carry out a programme of physical activity both in school and the community. “South Yorkshire Sport will be supporting the programme in helping to create community wide opportunities for girls in the area, through the satellite club programme, which will allow for a female focused community sports club to be developed on the school site.”

Wattbike supports Center WATTBIKE has lent its support to the United States Olympic Committee by supplying bikes for use across a range of sports. The Wattbikes will be located at USOC’s Olympic Training Center, a state-of-the-art sports medicine and sport science facility catering tomore than 500 athletes and coaches. Marketing director Alex Skelton

said: “This announcement of a new fleet of bikes to support the United States Olympic Committee reinforces the Wattbike’s reputation as the premier indoor training bike for elite coaches and athletes. “The versatility of the Wattbike across a range of sports and training scenarios will really add value to USOC’s ambitions for success on the international sporting stage.”

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London’s indoor cycling fans have been ‘booming’ their bodies into shape at two specialist studios where fitness meets fun. Christina Eccles found out more – and joined the ever growing number of BOOM Cycle enthusiasts.

Music plays a key element in the Boom Cycle classes, which were designed by model Hilary Gilbert (left). The sessions have proved popular since they were launched.

Boom Cycle aims to make indoor cycling classes fun WITH successful studios already in Shoreditch and Holborn and plans underway to open more facilities, the Boom Cycle word is rapidly spreading across the capital. The concept is the brainchild of model Hilary Gilbert and business partner Robert Rowland, with classes aiming to put the fun into indoor cycling – and at the same time deliver results. Hilary explained: “We want to have an endorphin filled, immersive expe-

rience where exercise becomes a party rather than a chore. “It’s an escape. You can come in, not think about anything else and get lost in the music. And indoor cycling does work. If you want to get fit, it will get you fit.” The key elements in any Boom class are the music – an impressive sound system gives riders the sense of dancing the night away in a club – ambient lighting and instruction from top quality teachers, including Hilary her-

self, who says she has ‘the best time ever’ leading sessions. To keep things interesting, the studios also host themed rides – past popular sessions have included Battle of the Divas and 90s floorfillers – as well as classes with live DJs. And as well as a comprehensive studio timetable at both sites, the company has recently been running pop up classes in conjunction with lululemon at the fitness clothing brand’s Covent Garden store, with Hilary

adding she would be keen to partner with other brands in the future on similar projects. She added: “We’re really pleased. It’s getting really busy. There are always tricky times building up a new business but the rewards definitely cover those. “The great thing is that other studios are now popping up also promoting indoor cycling and once people try it, they get it. Everyone’s got their own thing – and here we are all about fun.”

The BOOM Cycle specialist studio in Holborn is one of two to have opened in London to date.

Energetic, enjoyable class doesn’t disappoint THE sign outside the Holborn branch of BOOM Cycle encourages visitors to ‘Boom your way to fabulous’, which is what I intended to do when I stepped through the doors... Having heard great things from friends about the classes – and seen many fans commenting on social media about how much they enjoyed their sessions – this was one workout I was really excited about trying. And I’m pleased to say it did-

n’t disappoint. Hilary was an amazing instructor – passionate, motivated and energetic – and as I was a bit nervous about trying my first class, she put me at ease straight away; helping me to set up my bike and get into position before the session got underway. I loved the concept of the studio; a top quality sound system which wouldn’t be out of place in the world’s best super clubs, atmospher-

ic lighting and a playlist of high energy tunes all came together to create a fun vibe, transporting me far away from the hustle and bustle of daily life. The fitness benefits of indoor cycling can definitely be felt too and by the end of the 35 minute session – which flew by – not only did I feel like I’d had a great workout, I’d also had lots of fun. Before I tried this class, the idea of

indoor cycling didn’t particularly appeal to me but after just one session, I’m a definite convert and left the studio with a big smile on my face. Next time I’m down in London, I’ll definitely be back for more. And with ambitious plans in place to expand the business even further, I’m hoping that before too long, we’ll be able to experience the BOOM Cycle beats back here in Barnsley!

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Improvements to Bridgend Recreation Centre have included a newly relocated entrance complete with cafe (left) and an enlarged gym and enhanced studio space (right).

Centre’s £4.5m transformation completed By Christina Eccles BRIDGEND Recreation Centre has been completely transformed following a £4.5m development project to deliver a one stop destination for the local community’s leisure needs. The ambitious project started in October 2012 and Pulse, in partnership with Halo Leisure and GLL, has managed every element of the design, build and fit out to totally remodel

the facility. Managing director of Pulse Chris Johnson said: “As a leisure operator ourselves, we understood the importance of minimising the impact of the build on current customers. “Developments have taken place in three phases so the centre could stay open throughout the work. “We also know first-hand exactly what customers want from their local leisure facility and how best to max-

imise space to ensure everything works together seamlessly and efficiently.” Improvements to the centre have included a newly relocated entrance complete with cafe; an enlarged gym and enhanced studio space; the introduction of a new 10m climbing wall and a new thermal suite and spa. Director of projects at Pulse Aron Nassim added: “We are absolutely delighted with the outcome of the

redevelopment. “It’s a superb addition to our portfolio of development programmes and the careful design and architecture has truly maximised the existing space. “The £4.5m investment has completely transformed the facility and created a welcoming, inspiring and sustainable space that will continue to be at the heart of the Bridgend community for many years to come.”

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Four-time world boxing champion and founder of the Hatton Academy, Ricky Hatton has been honoured with an award from the WBC in recognition of his career and charitable work. He was given a medal and commemorative plaque as part of the WBC Cares programme, which aims to help children across the world overcome issues such as bullying and encourage positive role models. Former world welterweight champion John H Stracey made the presentation at a dinner in Bury.

Pulse has modified several pieces of equipment to make them more suitable for the fitness needs of the troops.

Pulse supplies MoD with £2m worth of fitness equipment INDUSTRY supplier Pulse has provided over £2m worth of fitness equipment to the armed forces in its first year as an approved supplier to the MoD. The company’s in-house product design team has worked closely with the MoD, modifying several pieces of equipment to make them more suitable for the fitness needs of the troops. Adaptations have included adding fitness testing programmes to the CV range, extending the weight stacks and increasing the top speed

of the treadmills. Key account manager for government services at Pulse Ben Steadman said: "As a British company, we are proud to be supporting British troops. "Our equipment range is of the highest quality and durability and one of the most cost effective in the world. “This combined with our ability to modify equipment to meet the enhanced needs of the armed forces, makes us the ideal supplier for the MoD."

Explosive launch planned for The Health and Fitness Expo THE Health and Fitness Expo is ready to explode onto the fitness scene when it takes over 65,000 sqft of space at Event City in Manchester on October 11 and 12. As the largest health and fitness exhibition in the UK, over 210 brands have already signed up to showcase what they have on offer. Over 20,000 visitors are expected to attend, spending upwards of £1m over the two-day event. The show has already made a huge impact abroad, originally launching in Dubai two years ago, so organisers wanted to recreate the buzz, excitement and success on UK shores, where demand was high for an event of this caliber in the North. Director at Health and Fitness Expo Syma Ansari said: “The health and fitness market in the UK is continuously growing and we wanted to tap into and even conquer that market by offering an exhibition that covers everything under one roof. “Other shows run throughout the

year but we wanted to offer a little taste of everything in the health, diet, fitness and wellness sphere so that consumers have access to everything they need to embark on a new lifestyle and start their journey confidently.” The show has been split into eight different categories, all of which are colour-coded so that they’re easy to find. Categories include: General health and fitness products. Technology and gadgets. Wellness and nutrition. Group training. Fitness wear. Beauty. Strength and conditioning. Health advice. Live demonstrations. The Health and Fitness Expo is an absolute must-attend event for any company looking to raise their profile in the health and fitness industry and reach out to potential new customers.

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Partnership to get more swimming IMPULSE Leisure has signed a two-year partnership with the Amateur Swimming Association in a bid to get more people into swimming, to help improve their overall health and fitness. . As well as improving levels of participation in general swimming and swim tuition, one of the objectives of the Partnership Provider Programme is to increase the amount of schools utilising Impulse Leisure’s pools to aid in their achievement of Key Stage Two criteria. This aims to ensure all primary school children can swim 25m before going on to secondary school. ASA divisional manager for London and the East of England, Mark Burgess, said: “The ASA is committed to working with swimming pool operators to increase the number of people that both learn to swim and swim regularly. “To that end, we are delighted to be working with Impulse Leisure on a range of initiatives as part of the Partnership Provider Programme and look forward to the positive results that this partnership will bring.”

Chain partners with the BOA FITNESS First has announced a partnership with the British Olympic Association, which will see the operator become Team GB’s first official fitness partner. Fitness First will support Team GB athletes with its facilities as they embark on their road to the Rio 2016 Olympic Games. UK managing director Martin Seibold said: “As two organisations who believe in the ability of expert support teams to motivate and inspire greatness, we look forward to working closely with the British Olympic Association to support Team GB athletes and Fitness First members.”

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Use the F word more to improve member retention – part two By Dr Paul Bedford WHY do we need an increased level of interaction with members? Because these consultations and interactions provide an opportunity to stress the importance of frequency of visit and its impact on goal achievement. When we begin to discuss exercise adherence we move from the member’s financial behaviour, to their fitness behaviour. In physical activity and exercise research, adherence is measured by comparing the number of exercise sessions prescribed, compared to the number of sessions completed. So to achieve 100 per cent adherence, if they have predicated a frequency of 12 sessions in a month they must complete 12 sessions in a month. Completing nine out of 12 is reported as 75 per cent adherence. It is also possible to exceed 100 per cent if the member completes more than 12 sessions. Advise those new to exercise to begin by focusing on monthly targets – 12 times per month, rather than weekly targets, as this provides an opportunity to catch up if sessions are missed. You may also want to include the expression “build up to” 12 times per month, allowing them to change old and establish new exercise habits. It is important to improve visit frequency for two reasons. Firstly the results members aspire to require a certain frequency of attendance to stimulate the body to make the desired changes. Secondly we can accurately predict that if they aren’t coming they won’t get their desired results and will eventually stop paying, resulting in a loss of revenue. It’s a lose, lose for member and club. Past and present studies continue to use a simple question a short while into the membership to assist in the predicting member behaviour: “How confident are you that you will still be a member in six months?”

Dr Paul Bedford Follow up research on the same sample of members shows that responses to this question are accurate. If member confidence is boosted at 12 weeks, high risk members are far more likely to reach the six-month mark. It has also been found that confidence at 12 weeks is significantly higher among those members who have received inductions, personal programmes and follow up reviews and have been frequenting the club. Data shows that people who use a gym four times a month are twice as likely to be active participants. If members leave a two week gap between visits in the early stages of their membership, their drop out risk increases dramatically. Clubs should look to run reports from their operating systems that indicate these gaps in visit frequency as it relates to length of membership. Reports should also be linked to the time of joining to identify high risk members. This way you can avoid waking sleeping members who continue to pay believing they will return sometime in the future when their diary eases up, and long standing members who happen to be on a long holiday. Developing a strategy Knowing that the first three months is a key stage in the formation of member behaviours, means specific strate-

gies can be developed. In the early weeks/months ensure members receive a consistent level of interaction to help them feel comfortable and acclimatise to the new, often daunting, gym environment. Provide them with assistance in achieving their frequency goals and set ranges of attendance 10-12 visits per month, not absolutes. Consider building the member up from an initial six- eight to 10-12 per month over the first few months. Remember that over achievement, more visits than originally planned, is a better motivator than underachievement. Once a personal programme has been developed, track their usage for any long gaps in attendance. Recognising each visit as an achievement and congratulating them on it will boost confidence and make their visit far more rewarding. For members of four – nine months, maintain regular communication but recognise that as confidence grows, they may not need the same level of intervention. Review their visit frequency to ensure maintenance of their exercise behaviour. Introduce rewards and promotions whereby they can bring a friend or their family for the day. Little gestures of recognition can go a long way towards making members feel valued and appreciated. It also drives additional visits. Veteran gym goers are likely to be far more self motivated and will hopefully feel ownership and a sense of it being ‘their gym’. Think about how you can reward their loyalty and when this should happen, each month or each additional year of membership. Dr Paul Bedford is the fitness industry’s leading authority on retention, attrition and customer experience management and the author of The National Retention Report. You can find out more at www.retentionguru.co.uk or by following @guru_paul on Twitter.

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Taking Health and fitne According to many senior professionals in the health & fitness industry the 90’s were the heyday for growth in our industry. The pioneering health clubs possessed an aura of prestige, membership prices were high, facilities were glistening, personal trainers were viewed as elite professionals and the club manager themselves was a key influencer in the local community. Now many can argue that the success these clubs experienced was simply down to the fact that the concept was new to people and therefore fashionable; but we believe it was more than that…. The key component of this success was the sense of community that came with the club; once you were in you were part of the “community within the community” and benefited not just physically by keeping active, but spiritually and emotionally from the peer-bonding and sense of belonging that came with the country club-esque environment. But then times moved on…. In our never-ending pursuit to get “more people, more active, more often” the focus shifted; from an industry focused on the people to an industry focused on numbers. More facilities appeared in the market place and in order to make health and fitness more accessible to more people prices dropped but this came at the sacrifice of service and individuality. Instructors and personal training qualifications have become so commonplace that instructors are no longer mentored they’re churned out; ill-prepared without the people skills necessary to thrive in what is fundamentally a people business. During my first role in the health and fitness industry, for a well-known chain of health clubs, the very first thing I was taught about the industry was how we work out our rate of attrition and how many memberships we had to sell each month to cover that; I was never once in my tenure with this organisation taught about their customer service principles – this was only 7 years ago. The state of play now is that facilities exist with close to 10,000 members charging less than I spend at Starbucks each month and have nearly

no employed staff to service the army of members they’ve assembled. This fact is in no way an attack on this particular type of facility, what we call a budget gym; what this particular segment of our industry has done is break down a psychological barrier with our consumers, enabling even the most novice exerciser to make the first step towards a more active lifestyle; their only failure is that once these newly attracted members are in their facilities the only support they receive are informational products which are no substitute for personal attention. So what happens now? Less than 12 months ago, led by my innovative directors Sean Thornton & Ceri Smith, we launched our new health club in Lancaster. Since its inception 3-1-5 Health Club has grown to house 4500 members in only 8 months….. and we charge £45 per month for membership – no easy task I’m sure you’ll agree. Both Sean Thornton and Ceri Smith started their careers in the UK Health & Fitness industry in the 1990’s. Even though they did not know how, when or why they always had the drive, motivation and strived to achieve the goal of owing a Health Club that would be renowned for be the Best in the World. A family friendly ‘third space’ for members and be known for delivering the highest standard of service, great results and a commitment to excellence. Its only now, many years later that this vision has been willed into reality. The success of the club has been attributed to a few main principles it operates by; Creating a third space: 3-1-5 Health Club is something more than a gym; our club wasn’t created to be a place that people go to “spend”

their free time; instead we want our members to view our clubs as an extension to their lifestyle, a place where the entire family can be together, doing things they enjoy, in an environment people want to return to. 3-1-5 is somewhere with the ambience and vibe to make anyone of any age comfortable; as well as make exercise, getting fit and staying fit an enjoyable experience – a hub for the community feeding the physical, social and emotional needs of our customers. Putting people at the forefront of the business: A club with the potential to be world class needs a world class team. The team that was carefully crafted at 3-1-5 Health Club weren’t employed because they had the best CV, the most qualifications or had the most experience. Yes the team are qualified, yes the team have experience but their selection as part of our journey was almost primarily attributed to their personality; are they personable, do they have passion, do they truly care about other people, do they take ownership. Amongst our team we have an Olympian and Commonwealth gold medal winner, a 24 year old who built the most talked about swim school in the region from scratch, a former footballer, a former marine and the university drop-out typing this article who’s entrusted to oversee all the marketing for the company. Our core genius is embraced and we as team members are given the license to flourish rather than be confined to a job specification with the guidance and support of directors we trust implicitly. Members are more than numbers: Every person that walks through the door of 3-1-5 Health Club is greeted with a smile, when they walk onto the gym floor our team of fitness professionals

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ess back to the future check-in with them to see how their programme is progressing, when they visit our café bar the team catch up with them on day’s events, when they have a dip in the pool our aqua team will see if they want to try something new and fun, the kids play area is always a hive of activity. In fact the most common “complaint” we have is that people constantly lose track of time when at the club – something we don’t mind disclosing! Our club is hosted, not manned. Involving the local community in all we do: Whether its organise regular social events for both members and non-members, doing talks and activity days a local schools, supporting local business events, working with the local press and radio to deliver local public initiatives and the message of embracing an active lifestyle; we’re there, every time. When we initially refurbished the club nearly all suppliers were local companies. Our regular suppliers now are primarily local businesses; all the food in our café bar is locally sourced, our maintenance is handled locally and even the beer served in our lounge is brewed locally. Now those of you reading this that are marketing savvy will realise that by being everywhere and working with as many local concerns as we can means we become the first port-of-call when someone is looking for a health club; and you’d be completely right. However, we’re not out to cull any and all competition. A short hop away from us in a town called Morecambe is a local community boxing gym, ran by an equally inspirational individual to our directors, whose primary focus is to engage troubled teens through getting them involved in regular physical activity; we support this club by providing our marketing expertise and resources, operational prowess and our time. We co-exist and work together in our drive for our common goal. Embracing the local media: Often I speak to fitness professionals about what they do with their local media outlets; and more often than not the general theme involves haggling. Instead of going back and forth trying to squeeze every last penny

out of the local media we befriended them, we made them part of our team; and we’ve all reaped the rewards of working in partnership. Over the last year we co-created campaigns that focus on creating a vibe that would inspire people towards the fun aspects of being active. Not to create gym junkies but to inspire activity through fun and social interaction. Bringing people together. Amongst our successes were: “The Bays Biggest Loser” which pitted local radio presenters against each other, “The Phantom” a bounty hunting competition which focused on local activity locations – exposing more people to their local options and “Cool school of the week” - encouraging and motivating kids to the positive impact of sport and play. But we’re not completely stuck back in the 90’s….. We never lose sight of the core purpose people will join a health club; to get fitter, slimmer, faster or stronger. We can also provide anyone, of any age and any ability the results they crave by joining a health club in the first place; and we have embraced the newest and most innovated technology that assists that goal – It’s called X-Force. X-Force was developed from the original concept and notion in 1970 of the importance and efficiency of muscle training and development to accentuate the negative. The first strength machines developed since 1970 were based on a flawed plan and it took a genius moment of conversation supported with 40 years of technological advancement to create the nirvana of strength training machines and bring to life the blue print behind the original concept of strength training machines. The key to our success in the fitness department is hinged on the X-Force negative training equipment and the extraordinary results it’s able to deliver for every ordinary person. The accompanying 3-1-5 exercise concept has been widely touted as the future of fitness, providing a solution to effective results in a timeframe within the expectations of even the most savvy buyer.

Being able to provide members with physically visible and sustainable results means our members are happier, which means they participate more often and pass our message on; coining our mantra of “Raving Fans, Participating Regularly, Referring Friends.” Create the next evolution of health clubs yourself If we’re being honest, we always knew 3-1-5 Health Club would be a massive success, and it’s because of that success that we’ve decided to rollout the concept in what we call our 3-1-5 partner programme. Similar to a franchise except we’re not asking anyone for massive sums of money up front, we provide all the support and tools necessary to operate a club just like ours; the X-Force equipment, marketing support, training, operational guidance, financial planning and even a set territory so nobody around you can provide the same. Essentially we provide the support network but partners still operate like their own business under their own name, it’s like having an older sibling to look after you. Are you looking for a market differential to stand out from the crowd and say “We are different”? We’re not looking to work with anyone and everyone. We’re looking for passionate and driven individuals who want to add a differential to their offering that nobody else can; these can be existing independent operators or an individual looking to set up a club from scratch. We’re extending an invitation to anyone who wants to emulate what we’ve done to come and visit 3-1-5 Health Club Lancaster and experience the vibe for themselves. This is your opportunity to create a business truly different from any other health club and be part of a historical industry shift. Be independent and truly stand out from the crowd. To discover the vibe of 3-1-5 and find out more about this unique training concept and grow your business both holistically and profitably, contact me to arrange your discovery visit today manraaj@x-force.co.uk

www.x-force.co.uk

T: 01524 230 875

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Voice of the fitness industry is male, research reveals By Christina Eccles MARKETING used by sports and fitness clubs still plays to traditional gender stereotypes, new research has revealed. A study conducted by PH Media Group has found the typical voice profile used by clubs in their audio branding is male and aged 45 to 55. According to research, the most popular voice is also authoritative, trustworthy and motivated in tone, but the audio branding specialist advises a female voice may be equally as effective, particularly given changing attitudes towards gender roles in sports. Director of voice and music at PH Media Group Dan Lafferty said: “The fact the most popular voice used in sports and fitness marketing is male will come as no surprise, given traditional perceptions of the industry. “That the voice is middle-aged might seem slightly unusual but this is perhaps because an older, deeper, masculine voice can be used to convey a sense of authority, especially when combined with corporate music. “But that doesn’t mean it will necessarily be the best fit across the board and companies should use a voice which best reflects their products, customer base and service proposition. A feminine voice might often be appropriate to reflect a changing customer base, given the increased prevalence of women in sports. The feminine voice can be equally authoritative but is also perceived as soothing and welcoming.” The research audited sports and fitness clubs’ on-hold marketing – the messages heard by callers when they are put on hold or transferred – to reveal which voice and music is most widely used. The most popular music tracks were natural, relaxed and friendly in style, designed to convey an approachable

Dan Lafferty and helpful image, appropriate in an industry where customers regularly seek expert advice. Many firms opt to use popular music tracks but, due to existing emotional associations, these tracks are often unsuitable in convincing a customer to buy. Dan added: “Sound is a powerful emotional sense. People will often attach feelings, both positive and negative, to a piece of commercial music, which will be recalled upon hearing it. “Placing a piece of commercial music in an on-hold situation, no matter how cheery and upbeat it may seem, is a lottery of the individual's previous experience of the track. Using commercial music is also a square peg, round hole scenario, taking a piece of music and trying to make it fit a new purpose to convey a message it was never intended to. “A bespoke music track starts from the ground up, with each element forming or reflecting the brand proposition, and with there being no previous exposure among the client base. The physical attributes of the track – whether major, minor, fast, slow, loud or quiet – are used to communicate emotional meaning, rather than the personal experience of the individual.”

Helping club owners around the world for 24 years ... SINCE 1990, Creative Fitness Marketing has helped club owners across the world. In 2013 we sold over 50,000 memberships through our innovative Memberdrive campaigns. We are still the World’s leading member driver and we still bear all the financial risk. CFM can drive 200-700 members through the door in six weeks – however, our clients want a long term legacy as well, so we give them: Long term cash flow direct to the bottom line. A large boost in secondary spend. Referrals from the new members. The large-scale awareness that comes from 30+ advertising streams. A springboard to launch the club to a profitable and progressive future. We provide clubs with all the adver-

tising, the sales staff, the materials, the design, the telemarketers, the corporate and guerrilla marketing initiatives, and the experience to enrol between 200-700 new members on Direct Debit memberships. We are national partners in Change4Life which means we capture members you wouldn’t normally reach. Your club will be aligned in the community with a national brand which has been researched to be one of the most recognisable consumer brands in the UK today. Call now to have a chat about your club and how we can help make this the most profitable summer you have ever had. If you would like to boost both your membership and importantly your net profit then give us a call on 0115 777 3333

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Software set to improve customer experience By Olivia Taylor

All-inclusive marketing support ASHBOURNE supports its customers with a whole suite of marketing tools, all part of our all-inclusive collection service. Starting with the first likely contact with a prospective customer, add our smart new online sign-up form to your website. Your membership packages and benefits can be highlighted and people can join straightaway, as the first payment can be taken by credit card. Once a member has joined, use our Dashboard+ facility to monitor members’ attendance patterns and then

text them direct from our system with targeted messages – a great retention tool. We can organise personalised A6 colour postcards at preferential rates for you to mail out or door-drop. Even better, we’ll provide a quantity of these postcards free of charge as a reward for referring onto us a gym which then uses Ashbourne for its membership collections. To find out how Ashbourne can support your marketing, call us on 0871 271 2088 or email memberships@ashbourne management.co.uk

SCOTTISH leisure trust Inverclyde Leisure has implemented a new software system which will give customers access to a wider range of online services, improve customer service and reduce queues and pressure on front of house staff. The organisation, which operates sports and community facilities throughout Renfrewshire and services more than a million customers, has introduced Legend Club Management System’s leisure management solutions across 13 facilities, giving customers online access to a wide range of services, such as being able to book onto sports course via the web page or mobile app. Chief executive Kieron Vango said “The Legend system provides us greater functionality for both ourselves and, crucially, our customers.

“Our previous system focused solely on front of house – specifically the till – and had limited functionality. We wanted to improve our engagement with customers at every part of the journey. The new integrated system does exactly that, providing customer’s access across all online channels; the website, mobile and tablet devices.” Inverclyde Leisure will also use Legend’s Powerhouse Energy management tool to target savings on utility bills, reflecting the growing role that ICT and technology is playing in the leisure services industry. Kieron added: ‘’Technology has become phenomenally important. We are a customer-facing industry and, whilst customer service will always be the number one priority, it’s clear that technology has a massive part to play in improving how we engage and interact with our customers.’’

System simplifies management GLL has implemented a new software system to simplify the management of the 68,000 people taking part in lessons and courses across its centres. CoursePro, devised by Cap2 Solutions, was originally designed to support swim-schools, but now the programme management software is being used by leisure companies to administer a wide range of activities.

CoursePro removes paperwork processes from teachers and coaches, who log activity in real-time using an iPod. The software enables fast and accurate administration, course coordination, up to date reporting and parental interaction via a HomePortal, where customers can view teacher feedback, re-enrol and pay for future lessons.

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Kit upgrade benefits Exe Valley Centre

The £400,000 redevelopment programme will see an indoor tennis court turned into a three-storey soft play area.

Harlow Leisurezone to create kids’ soft play centre HARLOW Leisurezone is undergoing a £400,000 redevelopment programme of one of its indoor tennis courts to install a new three-storey children’s soft play centre. The work is a joint project between facility development company Alliance Leisure, leisure design and

build specialist Createability and supplier the Soft Brick Company. As part of the redevelopment, an acoustic wall has been installed to separate the soft play area from the two remaining tennis courts, as well as blocking off a viewing balcony to the adjacent squash courts.

Air conditioning has also been installed along with modifications to the electrical services and redecorating. The facility will include slides, a glide rail and a section for younger children, as well as a cafe and seating area for parents.

Regional forums now fully booked A SERIES of upcoming regional forums, which will see public health officials, commissioners from local government and physical activity sector leaders join together to tackle inactivity across the nation, are now at full capacity, with more than 650 delegates confirmed to attend from over 450 organisations. The Moving More, Living More forums in London, Leeds, Birmingham, Bristol and Cambridge have been designed to develop a long-term, cross sector approach to addressing the inactivity problem and are the result of a partnership between ukactive, Public Health

England, the local Government Association and the County Sports Partnership Network. ukactive CEO David Stalker said: “The physical inactivity battle is a geographically nuanced one and needs heavyweight attention and a truly collaborative approach, if we’re to stand a fighting chance of improving the health of the nation. “These events are nationally resourced, but locally determined, so we have a unique opportunity to establish effective frameworks that will shape the strategies for getting people active across the country. “Operators are at the coalface of the

challenge on a daily basis, so this is a great opportunity for them to engage directly with wider stakeholders on the issues that matter to them. “We’re absolutely delighted by this phenomenal response which clearly demonstrates the strong appetite amongst cross-sector leaders nationwide for a collective approach to tackling inactivity to improve the health of the nation.” The forums will look at the correlation between physical inactivity and high health service costs in local communities and also identify evidencebased interventions that effectively address low levels of physical activity. Over 350 people from the worlds of sport, media and business gathered at an event designed to celebrate the achievements of women in sport. Attendees at the Women’s Sport Trust’s #BeAGameChanger event gathered to hear the four England women’s captains Steph Houghton (football), Pamela Cookey (netball), Charlotte Edwards (cricket) and Katy McLean (rugby) on a panel together for the first time. Hosted by broadcaster Alice Arnold, the audience also heard from high profile attendees including Judy Murray and Sophie Christiansen, as well as speech by broadcaster Clare Balding who called for everyone in the room to play their part to bring parity for women’s sport in terms of media coverage and sponsorship. Along with their sponsorship of the event itself, Microsoft also announced it will be title sponsor of the Women’s Sport Trust’s #BeAGamechanger Awards for the next three years.

A DEVON Leisure centre is benefiting from the latest in technology following a kit upgrade from Precor. Mid Devon District Council has upgraded equipment at its Exe Valley Leisure Centre in Tiverton, as part of a refurbishment and redesign project. The studio now showcases 21 stations of Precor cardiovascular equipment, all featuring P80 touch screen consoles and Precor’s Preva networked fitness software, a cloudbased platform incorporating a suite of tools to help both operators and exercisers achieve their goals. An additional 13 stations of resistance equipment are also on offer in the main gym, along with a separate 32 sqm free weights room. The centre will also use Preva as part of its ongoing GP referral work with local surgeries to track the results achieved for referred patients.

Matrix Fitness named FitPro Live sponsor MATRIX Fitness has revealed a partnership with FitPro, including title sponsorship of the FitPro Live 2014 event. Taking place on July 18-19 at ExCel London, Matrix Fitness ambassador Steve Barrett will also be among the world’s top fitness presenters, as part of the speaker line-up for the two-day event. Managing director Jon Johnston said: “Sponsoring the FitPro Live event – which showcases cuttingedge products and services for the fitness industry – represents a perfect partnership for Matrix Fitness. “The influence that fitness professionals have within the industry should not be underestimated, and we are delighted to be involved with an event that recognises their contribution through the Fitness Professional Awards, and supports their development.”

Club to tackle Tough Mudder A TEAM from award winning independent club Rigs Fitness are putting themselves to the test by taking part in a challenging Tough Mudder race this September. Over 20 members are among those taking part, with the team hoping to raise at least £2,000 for their chosen cause, The Fire Fighters Charity. Donations can be made via the club’s Just Giving page: https://www.justgiving.com/rigsfitness

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BalletBeFit focuses on fun routines performed to a mixture of traditional ballet music and recent pop tunes.

Rachel combines her two loves for BalletBeFit class CLASSICALLY trained dancer Rachel Withers has combined her love of dancing with a passion for fitness to launch a new group exercise class. BalletBeFit is a 60-minute class that focuses on fun routines performed to a mixture of traditional ballet music and recent pop tunes. Music is provided for instructors, although many choose to create their own playlist, and sessions have been going down well with women of all ages. Equipment needed is also kept to a

minimum, members only need access to a ballet barre or chairs for support work and a mat for floor work, making it easy for instructors to set up before sessions begin. Rachel said: “Ballet dancers are so graceful and poised, but that takes practice and a very strong body, so a lot of the class is based on strengthening and toning. “But we all know that it’s cardio work that makes you work up a sweat, so cardio elements are also incorporated into the class.”

Places selling well for 10k event OVER half of general entries have been sold for Sure Run to the Beat – a new 10k event which combines running with live music from several top acts. The event spent six successful years as a half-marathon, hosting 96,000 runners and headline acts including Jessie J and Tinie Tempah, but returns this year as a shorter, more accessible 10k distance, starting and finishing at Wembley Park.

Managing director James Robinson said: “We delighted to see entries selling so quickly after changing things for 2014. “It’s great to see so many first timers booking their place on the start line. “Having hosted half marathons for the past six years we felt it was important to engage with a new running audience and give 10k runners or those with 10k as a goal, the chance to experience our unique sell-out event.”

GFX at Alexandra Paace attracted 2,000 fitness fans and instructors.

Fitness fans come together for day of Les Mills classes A GROUP of 2,000 fitness fans and instructors descended on London’s Alexandra Palace for a day of classes hosted by Les Mills. GFX saw attendees partake in a day-long fun-packed schedule, which featured all of Les Mills’ 13 studio fitness classes including BODYPUMP, BODYCOMBAT and RPM. Fans cycled, boxed, stretched, ran, weight-lifted and danced around the iconic London landmark, participating in classes lead by international and UK instructors. The event also featured the second leg of the LES MILLS GRIT

Championships. The winning team automatically gained entry to the UK Finals where they will face other regional winners from Glasgow, Belfast and Liverpool at the final GFX event in November. Head trainer at Les Mills Dave Kyle said: “People from all over the country travelled to GFX to take part in their favorite Les Mills classes, but also to try new programmes. “It was really inspiring to see people take time out on the weekend to exercise; at Les Mills our ultimate goal is to make the planet healthy and fit.”

Programme wants to get customers doing more outdoor fitness A LEISURE operator has launched a campaign to encourage customers to participate in more outdoor group exercise sessions. The Great Outdoors Campaign – organised by sport and leisure management company Fusion Lifestyle – aims to increase fitness participation in the community, while also educating current and potential users about the range of activities available across the whole Fusion network. The Great Outdoors season will see the organisation running over 440 outdoor exercise classes and sessions at leisure centres across Greater London, the South East and Midlands. It follows findings from a survey commissioned by Fusion, which revealed 43 per cent of members felt a combination of fresh air and physical activity helped improve mood and feelings of wellbeing, while a third believed a combination of indoor and

outdoor fitness activities kept them more interested and motivated to exercise. Product development manager at Fusion Lifestyle Darren Anderson said: “Exercising outdoors is widely acknowledged as an effective way to help boost mood and keep people motivated to exercise for longer. “At Fusion we have a huge range of facilities across the estate which allow our customers a number of ways to experience the benefits beyond the walls of a gym. “We hope this new programme will raise awareness of these fantastic facilities.” The scheme is supported by a customer microsite, which enables people to search by category to find the best ways to improve their fitness. Activities range from bootcamps to tennis, running and golf, with users also able to view a full schedule of outdoor classes for each centre.

A range of adult dance classes are going down well with members at a Salford leisure centre. Customers including Rosemary Hollowfield (pictured) – who attends classes at Swinton and Pendlebury Leisure Centre – have been enjoying sessions such as ballet, tap and street dance, which have been added to the programme by operator Salford Community Leisure. Assistant dance development officer Faye Hollowfield said: “People who come to my adult dance classes have said they love that they can return to dancing or start from scratch without feeling self conscious. All adult dance classes are accessible for beginners and for those who want to try out a class there is no need for special tap or ballet shoes. Ballet is especially popular as it is a graceful and relaxing way to exercise.”

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Indoor cycling studio offering heart rate monitored classes RICHMOND’S first dedicated pay as you go indoor cycling studio has opened, running heart rate monitored classes for all abilities. The concept behind CychoCycle is to help users achieve individual goals at their own optimum pace; with riders able to buy or borrow a Polar heart rate monitor to check their progress as they workout. Pay-as-you-go online booking has also been introduced for flexibility and classes on offer include endurance/fat burning, strength and power and interval training. Studio director Sara Spencer said: “The idea behind the studio was as simple as what would be the perfect place to train in a limited time, where anyone regardless of their fitness level

could achieve the best results. “I didn't want people to be tied into an expensive contract so pay as you go was a must business model. “We wanted something more than just loud music and cycling to the beat and without overdoing the technology a little more scientific training, so we can really help people achieve their goals. All our classes are heart rate monitored, with a more sophisticated audio visual experience.” Sara also said that things are going well so far and the studio has received some great feedback from riders. She added: “The plan is to replicate the concept nationwide without losing the customer focus. The riders are everything to us.”

Clubbercise participants work out in a darkened room with disco lighting.

Concept brings nightclub atmosphere to the gym By Christina Eccles A HOT new class which brings the atmosphere of a nightclub into the gym is achieving great feedback – both from instructors and participants who are enjoying the concept. Led by qualified Clubbercise instructors, with easy-to-follow fun and motivating dance routines, participants work out in a darkened room with disco lighting to their favourite club tracks from the 90s right through to today’s chart hits. Clubbercise founder Claire Green explained: “We've been overwhelmed with demand for classes and haven't even started actively promoting Clubbercise to the public yet. “Instructors who've added Clubbercise to their portfolio are seeing a massive increase in participant numbers. “We've also found that people who've never exercised before are attending Clubbercise classes regularly and getting great results both phys-

ically and mentally. “They've told us that they feel less self-conscious dancing in the dark and can really let go without worrying about their wobbly bits. Plus the music really gives them a buzz and the glow sticks make it so much fun it doesn't feel like exercise.” According to Claire, classes are popular because they appeal to a wide audience and tap into the fact that many people of all ages love dancing. Clubbercise also doesn’t rely on just one music genre – meaning the concept can move with the times and keep up to date with the latest music trends. Claire added: “We've now trained nearly 50 instructors and will be running as many training courses as possible throughout the UK over the next few months to meet demand. “We have some exciting events being planned at the moment all with a healthy clubbing theme running through them and we're launching Clubbercise Under 18's classes soon.”

The team behind Speedflex has launched a new 30 minute class, designed to provide an efficient lunchtime workout. Speedflex 30 gives people an opportunity to experience a low impact, high intensity, cardiovascular and resistance circuit-based, group training session in just half-an-hour. The fitness benefits of Speedflex include accelerated fat loss, improved muscle tone, strength and bone density and enhanced power and speed.

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KETTFusion – a dynamic new exercise system BESIDES being a qualified PT, an athlete who competed at European level and a second dan martial artist, KETTFusion founder Michael Ross is also a professional actor. One of the roles he was offered was that of a Gladiator trainer in an HBO series about famous Romans and producers brought in a PT to get Michael in shape for his role. Besides classic gym training, he was also introduced to numerous Kettlebell sessions. He felt these had such an impact on his physical shape and fitness, he eventually became an advanced Kettlercise instructor. However, he felt the 'fitness' element of the pure kettlebell exercises could be vastly improved upon, not only in the use of lighter kettlebells, and incorporating a more integrated aerobic element to the exercises, but by also combining a Martial Arts exercise format to the classes. Fitness in this context, is meant to describe significantly enhanced cardiovascular conditioning, whole body muscle toning and enhanced flexibility. The introduction of the Martial Arts exercise element also offered a completely new, exciting dynamic within each class. Lights are dimmed and tribal rhythms introduced. After many months of research and class trials, KETTFusion was developed and in less than two years, his classes have grown from six in his first

Concept marks exciting era for studio fitness KETTFusion founder Michael Ross class, to over 400 a week in 17 classes. KETTFusion is already established in South West France and will be introduced to Spain this summer. The second one day KETTFusion Instructors course is now taking bookings for Sunday July 13, near Stockport. Michael is also working on providing seminars for class presenters and PTs, who feel they don't have the confidence to face their classes or clients, and how to build up a rapport with them. For a demo video of KETTFusion and much more information, head to www.kettfusion.com

REEBOK and Les Mills have revealed a new workout concept designed to revolutionise studio based fitness. The Project: IMMERSIVE FITNESS draws inspiration from live music performance technology and 360° cinema to take studio workouts to the ultimate level, delivering an exhilarating sensory experience for participants that challenges them physically and mentally. The concept surrounds participants with high-octane cinema quality video content projected onto screens of a purpose-built studio – “the box” whilst they participate in one of Les Mills world-famous fitness classes such as BODYCOMBAT or RPM. Instructors cue exercise moves synchronised with motivating music and state-of-the-art graphics, creating a totally immersive fitness experience.

Les Mills program director Les Mills Jr said: “The Project adds a rich visual experience to music and group exercise choreography. Participants taking part in a cycle class may find themselves riding up an impossibly steep glacier or sprinting their way around a digital velodrome. “In a dance class you might be immersed in a tent at a music festival, where everybody’s dancing together.” Following a London debut, The Project: IMMERSIVE FITNESS will make a promotional tour of major European cities including Stockholm, Berlin, Amsterdam, Paris and Milan, giving fitness enthusiasts the opportunity to experience it for themselves. A wider consumer launch in Europe and the United States is planned for 2015.

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MYZONE installed at facility A NORTHERN Irish gym has integrated MYZONE into its facility to help customers lead a more active lifestyle – and track progress both on the gym floor and in group exercise classes. Club Class Fitness in Lisburn now has a dedicated MYZONE channel, which means every screen in the building is capable of displaying the technology. Club manager Keith Wilson explained: “I’ve been in the fitness industry for more than 25 years and I’m always looking for new ways to help people better engage with fitness. I’ve seen lots of systems designed to record activity, but many are expensive or poorly designed. MYZONE is the most innovative tracking system I’ve come across and I could immediately see how it would integrate into our club.” The club has now scheduled Zone Match, MYZONE’s group exercise programme, in both its spin studio and on the gym floor. The club regularly runs challenges, including one where a member won a mountain bike in a draw, which could only be entered if you had completed 3,500 MEPs.

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Fitness industry’s top trainers help create BOSU 3DXTREME PHYSICAL Company is launching a hot new fitness class – BOSU 3DXTREME – devised by some of the industry’s top trainers. The class has been created by experts Jay Blanik, Douglas Brooks, Candice Brooks, Julz Arney, Keli Roberts and Greg Sellar and combines functional training with explosive calorie blasting cardio in a team training environment to get results. BOSU 3DXTREME allows operators to use their existing BOSUs along with other equipment from their current inventory to create a 50 minute, high intensity workout. The session is based on what BOSU call triplex training; the concept of fusing cardio, conditioning and core to achieve a lean and strong physique. Each class is set up in three lanes – teams one, two and three – and as many rows as required. In the centre lane of each row are two BOSUs, with different items of equipment in lanes one and three. Each lane is then assigned with either a cardio, core or conditioning exercise which are put together to form a triplex. Participants move around the trixplex in their lane or ‘team’ to complete a set at each station. Sales and marketing director at Physical Company John Halls said:

BOSU 3DXTREME combines functional training with explosive calorie blasting cardio. “The beauty of BOSU 3DXTREME is its simplicity. “As well as being able to use all their existing equipment, instructors have access to a class builder tool which allows them to quickly generate a unique class, as often as they wish.” Instructors can log on to the 3DXTREME website, enter the equip-

ment they are using in each lane as well as the focus of each lane. A class can then be generated from a database of hundreds of combinations. New exercises and videos are added to the database every quarter and each exercise in the class is linked to an instructional video, including technique tips and coaching points.

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MOSSA classes include Group Power, Group Kick and Group Ride. ViPR aims to bridge the gap between traditional linear strength training and whole-body integrated training.

FitPro adds MOSSA to FitPro launches ViPR 3D with Virgin Active its portfolio of services FITPRO and Virgin Active have teamed up for the UK launch of group fitness class ViPR 3D. The class was created with the traditional group fitness participant in mind, using ViPR to bridge the gap between traditional linear strength training and whole-body integrated training. Virgin Active’s head of exercise and wellbeing Andy Birch said: “At Virgin Active we pride ourselves on providing members with the latest innovation that keeps them motivated, excit-

ed about coming to our clubs and ultimately living happily ever active. “We were the first to launch ViPR in October 2009 and it’s become incredibly popular with members on the gym floor, especially those who have personal training. ViPR 3D will give our members the chance to experience the kit in a group format and incorporate it into their workout.” Look out for the next issue of Workout where we’ll be revealing how we got on when we tried out a ViPR 3D class.

GROUP exercise brand MOSSA has partnered with FitPro, the world’s largest membership organisation for fitness professionals, to distribute its class programming to the UK market. MOSSA, whose classes include Group Power, Group Kick and Group Ride, produce in-club group programmes with regular quarterly releases that maintain motivation for instructors and participants. The programmes can be branded by the club for differentiation, feature PPL licence free music and boast an easy transition structure for instruc-

tors already teaching other group classes. Director of commercial operations (Europe) at FitPro Fergus Ahern said: “As the world’s largest membership organisation for fitness professionals, FitPro is the perfect partner for the incredible group exercise phenomenon that MOSSA has become. “The innovation and diversity which MOSSA classes provide, offers a true synergy with the ‘family’ of quality products and services which FitPro has sourced and supplies to support fitness professionals.”

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GROUP EXERCISE

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Nominations flood in

Autumn CrossFit rowing course dates announced HIGH intensity fitness workouts are one of the biggest trends to sweep the fitness industry in the past few years, and one of the biggest drivers of that trend has been CrossFit, with new CrossFit boxes opening in the UK each week. Rowing is an increasingly important component of many CrossFit workouts and is one of the movements and sports that CrossFit has created specialty training for. Aligning with Concept2, CrossFit has recruited coaches to help optimise the use and movements of rowing within their programming. CrossFit Rowing coaches are now expanding their course offerings internationally. In the autumn,

CrossFit Rowing instructor Erin Cafaro will be conducting a series of CrossFit Rowing trainer courses throughout Europe, including one at CrossFit Nottingham on September 27. Participants will be taught rowing technique, technical error analysis and correction, verbal cues, rowing physiology and kinesiology, how to structure a CrossFit rowing workout, maximising rowing power and efficiency, increasing rowing power output and more. The day will include rowing on the Concept2 Indoor Rower, team teaching, and two CrossFit workouts. For more information and to sign up for the course go to crossfit.com

ENTRIES are flooding in for the National Fitness Awards’ newest category; group exercise gym of the year. The category has been included at this year’s awards to recognise clubs which go the extra mile to give their members a great class experience, from Aerobics to Zumba sessions and everything in between. Judges will be looking for evidence of a club’s group exercise timetable, any specialist qualifications held by staff and details of how classes are promoted to members and the wider community; as well as the variety of classes on offer, how easy it is for people to book and cancel sessions and how a club is keeping up to date with the latest trends in this area. National Fitness Awards’ director Judith Halkerston said: “We’re really happy with progress so far on this

year's awards and delighted that Ricky and Caroline have agreed to host the night at the Athena. “And the expertise and industry knowledge within our excellent panel of judges can only add to the credibility and prestige of the National Fitness Awards. “We are receiving entries on a daily basis now and would urge gyms to start working on their nominations now rather than having a last-minute rush. It is also particularly encouraging to see such an interest in our new Group Exercise Gym of the Year category.” For clubs which are interested in entering, there is still time to get your nominations in. Visit www.nationalfitnessawards. co.uk for all the information and to enter online.

Edinburgh Leisure has been achieving success with Gladstone Health and Leisure’s mobile booking app, which allows members to book exercise classes on the go. Just three months since the trust’s official launch of MobilePro, downloads have hit 6,500, with customers using the app to open more than 270,000 pages. Between 85-90 per cent of these have been class booking pages. ICT Manager for Edinburgh Leisure, Stuart Fairbairn, said: “Our customers have been asking us for while if they can access our website and book fitness classes on their smart phones, and we knew if we wanted to stay competitive, it was vital for us to offer this kind of flexibility.”

Unleash your inner athlete with KBC kettlebell cardio

The Hub is the place to be ARE you looking for something a little bit different? Something to challenge your members? Want to maximise the potential and the profitability of small group training? Well Jordan Fitness have introduced the ideal solution for these demands – The Hub. The Hub is the perfect solution for SGT. Not only does it provide a storage solution for four Olympic bars and six Olympic Weight plates, but also it can be used for an unlimited number of workouts for up to eight people. Training academy manager at

Jordan Fitness, Mark Laws, put The Hub through its paces at the 2014 BodyPower Expo. Mark said: “We ran a series of eight minute high intensity circuits using The Hub and they were some of the most enjoyable and eye-catching workouts we had ever done. “Being able to use so many Olympic Barbells as well as other products added a variety that has seldom been seen before with SGT.” For more information call the Jordan Fitness sales team on 01553 763285 or email sales@jordanfitness.co.uk

KBC kettlebell cardio is a new and innovative group exercise concept. Our exciting athletic programming is making gym members everywhere unleash their inner athlete. A KBC class uses kettlebells and the most effective training methods to consistently improve participants’ performance. KBC is the only interactive group exercise program that can quantify fitness. Participants can register at www.kbckettlebellcardio.com for their free KBC profile, do the in class fitness test that is part of every KBC class and then record their results online using their smart phone. The KBC kettlebell cardio program not only tells your members how fit they are becoming with results based training but also uses an amazing PPL/PRS free soundtrack to motivate participants and save your club money. We believe we offer the best value and most effective group exercise program on the market. Allow us to let our results speak for

us, contact us today to try KBC kettlebell cardio for free for three months at your club. For more information visit www.kbckettlebellcardio.com

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NATIONAL FITNESS AWARDS

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As excitement builds for the 2014 National Fitness Awards, we are delighted to reveal our hosts for this year. Taking to the stage to present the glittering event, which takes place on Friday November 28 at The Athena in Leicester, will be four-time World boxing champion and founder of The Hatton Academy, Ricky Hatton, alongside top TV presenter and fitness expert Caroline Pearce. Here’s what they had to say about being a part of the awards...

Introducing our presenters ...

Caroline Pearce: “I've been fortunate to have attended the National Fitness Awards for three consecutive years as a guest, judge and host and every year I come away feeling inspired by and proud of our fitness industry and how we are growing and supporting not only the public but each other. “The awards are not only a great night out but an opportunity to mix with like minded people who share common values and goals and celebrate those who have gone the extra mile. “I can't wait to host the awards again this year! Thank you for having me.”

Ricky Hatton:

“I feel very honoured to be hosting the awards this year. So many people work so hard in the fitness industry and I’m very proud to be part of an event that rewards people who give so much. “This evening will see trainers and other fitness professionals given the recognition they deserve and it’s fantastic to be involved in it. “I think meeting new people will be the best part. Most people know that I’ve not always been at the peak of fitness myself and I’ll probably never be a slim Jim, but I’m learning new things all the time and passing them on to the lads I train. “At the awards, I’ll meet new people with new ideas that I can hopefully use myself with the lads in the gym and that’s very exciting.”

Look out for the next issue of Workout where we’ll be speaking to Ricky about the impact the fitness industry has had on his life and finding out more about the success of The Hatton Academy. And if you haven’t entered the National Fitness Awards yet, now is the time to start thinking about your nominations. All the categories and criteria can be found on our website www.nationalfitnesswards.co.uk where you can also enter your club online. We’ll look forward to receiving your nominations – and hope to see you on the night!

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NATIONAL FITNESS AWARDS

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This year’s National Fitness Awards’ judging panel is one of the strongest ever and includes an industry veteran with over 50 years in the gym business, two multi-award winning personal trainers, a top fitness model and a previous NFA winner who has also achieved great success in the bodybuilding world. Workout discovered why each of them are pleased to be involved in this year’s awards – and what special something they are looking for from entrants.

Meet our judging panel of top industry experts

Steve Johnson; bodybuilding champion and owner of multi NFA award winning independent gym, Tops Fitness and Rehabilitation. “As my centre has been a past winner of the awards, I have seen exactly how this can be used to promote your business in a positive manner. “I would encourage any gyms to look at the awards as a way of getting national recognition and getting your name out there and increasing your public profile. “I want nominees to show a clear passion for what they do and how much work has been put into improving the customer experience to make sure they enjoy what they are doing. “Innovation is another area that interests me greatly and I will be looking at what ideas people have put in place to progress the fitness and healthy lifestyle trend. The nominees must also show that what they do is sustainable in the current financial climate. “Most of all I would like to see that the experience passed onto clients brings positive results. At the end of the day, in this game we are judged by what results we achieve. Get those entries in and get your business moving in the right direction. You have to be in it to stand a chance of winning it.”

Dean Hodgkin; award winning personal trainer and consultant to prestigious spa resort Ragdale Hall. “I think the NFAs present the perfect way for good businesses and individuals in our sector to stand out from the competition, enhancing prestige and boosting credibility. “Being associated with the industry elite can help to recruit and retain employees plus also open the door for more favourable negotiations with external funders. “By far the most important benefit, however, will be the public perception of operational excellence, leading to new members wanting to take advantage of the high standards being delivered.”

Ken Heathcote; fitness industry veteran and previous winner of the National Fitness Awards’ lifetime achievement trophy. “Once again I am delighted to be a part of this huge step in recognising the very best of independent clubs in the UK – the very roots of innovation, enterprise and entrepreneurship. “The two things that will separate the good from the great will be exceptional customer service and defining themselves in the market. “I would be looking for clubs who have something amazing and exceptional to offer that sets them apart from other clubs in the area. “The question I would be asking is 'what will motivate people to get in their car, drive to the other side of town to get to their gym, passing other gyms in the process?’ “What I am looking for is a difference in the market – innovation – enterprise – entrepreneurship – be amazing.”

Kim Ingleby; Life Fitness’ Global Trainer to Watch award winner and founder of Energised Performance. “I’m really looking forward to being a judge and feel exceptionally proud to be asked. I would encourage anyone within the industry to take the time to apply or nominate someone for an award. “Awards encourage you to enhance your knowledge, improve your service and keep developing your business to give the very best. “When you are filling in your nominations, be you. Tell us what makes your business tick, what and who inspires you to become better, how you have made a difference, what you want to learn and how you want to change and impact the industry in the future. Let us read about your success and passion, bring your nomination to life. “If you are unsure about putting yourself forwards, do it. You have nothing to lose, and everything to gain, if only by refining your business and stretching your boundaries. I look forward to reading your nominations and meeting you on the night.”

Carly Thornton; top fitness model and healthy living ambassador. “I am honoured to be asked to become part of the judging team for this year’s National Fitness Awards. “Health and fitness is my passion and it’s a pleasure to be involved with this event once again, especially because I visit so many fantastic health and fitness facilities up and down the country. “For me when judging I want to see as much information as possible. You have worked hard to build your successful health club so sell it, include photos and members’ achievements. “The more information you give the more we can see. This is your time to shine!”

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BODYPOWER REVIEW

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This year’s BodyPower Expo received record visitor numbers, with over 60,000 fitness fans descending on Birmingham’s NEC for three days of action packed seminars, demonstrations and a chance to meet their idols. Here Workout rounds up some of the show’s highlights...

More than 60,000 people enjoyed seminars, demonstrations and a chance to meet their idols at BodyPower Expo held at the Birmingham NEC.

Mark offers his advice on developing a PT business A LEADING personal trainer has revealed his top tips on how to develop a successful PT business – and attract the type of clients you want to train. Mark Coles – who owns M10 Performance in Nottingham – spoke at this year’s BodyPower Expo as part of the BodyPower Fit sessions; a series of seminars which were designed to inform and inspire fitness professionals with talks from some of the best in the business. Mark, who has been in the industry for 15 years, told delegates how he prides himself on being different and unique and that he will actively turn away people if he doesn’t feel they are committed enough or right for his business; using a strict consultation process for new clients before starting work with them.

Mark and his team specialise in body transformations and getting people in shape for competitions and he advised trainers to think about what area they are passionate about themselves – and then choose to devote their time to clients with those same goals. He explained: “It’s important from a business perspective to understand what kind of clientele you want and how to attract them. “The M10 brand is professional, clean, minimalist, smart, high end and modern. M10 is more of a ‘Ferrari model’, from the quality of reception staff to our trainers. “If I want to work with high end quality clients, they deserve that service from me.” Mark’s key business and considerations include:

Mark Coles Think further forward than the next six months. Think about how you want your brand to look and what you want people to see.

Identify your passions from day one. Have a specialist area – It’s also important to have a specialist team around you to help your brand grow. Educate yourself. Find out who you need to learn from – but create your own style. He also suggested trainers should keep up to date with their own personal development and connect with people who they can learn more from. He added: “Surround yourself with the right people. Those who share a similar passion and challenge your knowledge, who you can learn from. “If you have noone who drives you, as a coach you are not going to make any progress. You’ve got to be surrounded by people who are motivating.”

Brand sells out FITNESS clothing brand Skinny Chimp enjoyed a successful show, with many products selling out at the event and a record number of orders to follow up. Within the first hour of BodyPower opening, the brand had sold out of its Banana Hoodies and over the weekend were swamped with numerous orders. Managing director and creator of the brand Rebecca Goodchild said: “To be able to attend a huge event such as BodyPower is a great achievement and I speak from all involved when I say we are extremely proud of the success Skinny Chimp has gained within 14 months. “Its great to be part of a huge and expanding industry, fitness and fashion has never been so popular.”

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SUPPLEMENTATION AND NUTRITION

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CurraNZ may enhance athletic performance and aid healing, claim A SUPPLEMENT made from New Zealand grown blackcurrants could enhance athletic performance, reduce recovery times and may aid healing, according to a study. Research from the University of Chichester reveals impressive results for athletes taking fitness and nutritional supplement CurraNZ. During a timed 10-mile cycling test, the participants taking the blackcurrant supplement experienced up to an 8.6 per cent time improvement. The supplement also delayed the onset of blood lactate accumulation, the point when athletes start to build up large amounts of lactate. New Zealand blackcurrants contain one of the highest concentrations of polyphenols in any commerciallygrown food. The intense sunlight in the Southern Hemisphere stimulates higher production of anthocyanins, which are

found in polyphenols. The fruit’s anthocyanins are the active ingredient that delivers the sports performance and recovery benefits. Director of Health Currancy Ltd, which retails the CurraNZ supplements, Fleur Cushman said: “It is really encouraging to have scientific confirmation of the benefits that our athletes taking the product were reporting. “The blackcurrant anthocyanins achieve two very difficult and highly desirable outcomes for athletes rarely found the one natural supplement: enhanced performance and faster recovery. “Previous research has already established that New Zealand blackcurrants deliver a range of health benefits, however, these findings prove that the fruit’s anthocyanins have remarkable applications in the sports and exercise arena.”

Award winning supplements Hades and Hella – created by England rugby star James Haskell – are now stocked in world famous department store Harrods. The latest retail listing adds to the growing success of the products, which can be purchased from the Day Lewis Pharmacy located on Harrods’ ground floor.

Kinetica unveils two new flavours SPORTS nutrition specialists Kinetica kicked off the FIFA World Cup season with the launch of two limited edition Whey Protein flavours, inspired by the tournament hosts and exclusive to General Nutrition Centres. Available across all 57 GNC stores nationwide, the Latin flavours include the vibrant tropical pineapple and coconut flavours of Piña Colada, and

the papaya and citrus burst of Samba Mamão. Kinetica brand manager Hugo Youngman said: “Brazil is synonymous with vibrancy, energy and great taste and what better way to mark this year’s Brazilian World Cup than with a tasty range of limited edition flavours – complete with that little extra Latin American magic.”

First protein bread hits high street shelves A BRAND which produced the UK’s first high protein bread for the fitness market is celebrating after its products hit high street shelves. Dr Zak’s high protein bread and pasta will be stocked in 77 Tesco Extra stores throughout the UK as part of the retailer’s 11 week long Lifestyle Food Fair, which runs until August 31. The company is also set to launch three new products including a high protein bagel, flatbread and 100 per cent organic coconut oil into gyms and health food shops up and down the country. Dr Zak’s managing director Ray Brilus said: “We are extremely proud to be participating in Tesco’s Lifestyle Foods Fair and it feels amazing to have our products on Tesco shelves.

TV presenters and fitness enthusiasts Reggie Yates and Ben Shephard with Olympic rower James Cracknell.

Celebrities back ActiVeman range A GROUP of active celebrities have got behind a new supplement designed exclusively for men. Olympic rower James Cracknell and TV presenters and fitness enthusiasts Ben Shephard and Reggie Yates are lending their support to the ActiVeman range of products from Bio-Synergy. Bio-Synergy founder Daniel Herman

said: “ActiVeman is ideal for those training twice per week or competing at the highest level, to get more out of their training or develop the physique that they have been working so hard for. With 10m British men powering up in the nation’s gyms, preparing for marathons, triathlons and Tough Mudders, ActiVeman is the perfect range.”

New offering announced

“We are a brand with a tremendous following and loyal fan-base and we hope many a Tesco shopper will give us a go.”

SPORTS nutrition supplier Bodybuilding Warehouse has announced a new offering, which will enable customers to select from a range of over 400 products and label them with third party branding. The company will complete the entire production process at its purpose built facility in Manchester, including the sourcing of high-quality raw materials, blending, filling, packaging and labelling. Founder and managing director Kieran Fisher said: “We’ve invested

heavily in manufacturing, recently setting up a huge new manufacturing facility in our 21,078 sqft warehouse. “With the ability to produce tablets, pills and powder products all under one roof from 50 units to 50,000 unit runs, we know we’re offering something unique in the marketplace. “We believe this will benefit not just our own business, but other businesses and consumers in general as they’re offered wider choice in a more competitive market.”

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SUPPLEMENTATION AND NUTRITION

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Online delivery service launched INNOVATIVE ice cream brand ProteinFirst has launched an online delivery service to make its products more widely available to consumers. The product, which comes in three flavours – wild strawberry, French vanilla and chocolate and hazelnut – comes packed in dry-ice which keeps it in great condition for up to 30 hours. Founder Graham Wood said: “A lot of sports nutrition is aimed at the ‘sweat and steel’ market but with the advent of ready-to-consume bars and shakes I thought there was a real opportunity to develop something which was more consumer-friendly. “I wanted to produce a luxury product which can be seen as a reward,

that people will enjoy and most importantly that they can feel good about eating.”

ProteinFirst is available via the website and comes in cases of 12, which can be either single or mixed flavour.

Rachel Holmes

Rachel’s clubs revolutionise weight loss FITNESS expert Rachel Holmes is revolutionising the weight loss world with her ‘no diet’, Kick Start Weight Loss clubs. KSFL combines workouts with healthy eating and a positive mindset and the business has grown to over 60 franchisees across the country, between them helping thousands of customers. Rachel said: “Kick Start Fat Loss is a revolutionary new diet, exercise and wellness club arming you with the latest fat loss and fitness information. “There is no calorie counting, daily points, fad foods or complicated workouts, just good clean eating and hard work.”

Celeb trainer writes book

AWARD winning celebrity trainer Christianne Wolff has launched a new book, which includes over 50 healthy recipes, as well as a two week detox plan. The Body Rescue Plan teaches users how they can lost 2.5 stone in 12 weeks through Christianne’s mindset techniques, fitness, yoga and detox. She said: “The unique thing about my book is that it leaves no stone unturned, you get mind exercises to stop you self-sabotaging, a detox to give your body the best possible chance to thrive, tried-and-tested fitness exercises to give you a beautifully toned physique in as little as 20 mins a day, a yoga programme to elongate your muscles and lower your cortisol levels, and amazing recipes to keep you motivated. All set out in one plan.”

USN has announced the winners of its 12 week Body Makeover Challenge, who have scooped top prizes including £5000 and the chance to become a USN ambassador for a year. A group of 10 finalists made the cut, with Tarryn Severn and Dominic Ballard picked as the winners by an expert judging panel, which included USN MD Jason Oakley, Mr International Ryan Terry, USN athlete liaison Karl Bickley and Body Makeover brand manager Melinda Cooksey. Tarryn lost 8.6kg, 10.4 per cent in body fat and 11.4cm from around her waist; while Dominic dropped from 86kg to 74kg, reduced his body fat percentage from 17 per cent to less than five per cent and lost 15cm from around his waist.

Fitness fans unveil healthy food business PROTEIN Pouch is a product that aims to solve a problem common to athletes and other health and fitness enthusiasts; how can you fit healthy food into a busy lifestyle. Fitness entrepreneur Harps Braich, with partners Tobias Ellinas, Antonios Tsiampartas and Costas Papageorgiou, have developed a product range completely free of artificial additives, enhancers or salt and saturated fat, all 100 per cent natural ingredients freshly sourced from award winning farms in the UK and Ireland. Their idea came from their own per-

sonal need to satisfy their nutritional needs whilst training but incorporating the convenience of fast food. The Protein Pouch product range comprises of Steam Cooked IQF Frozen Chicken Breasts and Veggie Pouch Original, Orange and Red mash. Harps said: “Protein Pouch is there to fill the gap between convenience and healthy eating, bringing you the best of both worlds. “We want to make sure all health conscious individuals are getting what they need from their food, with minimum hassle and time spent in

the kitchen. “We are currently in the process of creating more products for consumers with the concept being able to cater for key timings of the day, i.e. pre workout, post workout, and meal timings with maximum nutritional benefits. “We see the business having the ability to cater towards every demographic of consumers and be able to offer quality products of a desirable quantity whilst enabling a tasty, affordable meal.” For more information visit www.protein-pouch.co.uk

Are you a gym with a bustling healthy eating cafe? Or are you achieving success educating members about the right supplements for their lifestyle? If so, we would love to hear from you. We’re always looking for stories for our supplementation and nutrition pages so if you have something going on at your club in this area, which you think our readers should know about, then get in touch and let us know. Our editorial team can be contacted by emailing ce@scriptmedia.co.uk, follow us @WorkOutUK on Twitter or visit our Facebook page; www.facebook.com/workoutmagazine

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IS YOUR GYM A POTENTIAL AWARD WINNER?

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Start them right and keep them longer By Dave Wright IT is common knowledge that the majority of the damage to the trajectory of a golf ball happens at the point of impact between the club and the ball. Get it wrong at the start and then the ball’s journey is greatly affected. The same applies with the membership to a health club – where the critical path to success is often determined in the initial 30-45 days of one’s membership. The on-boarding of new members is an essential—and often overlooked— aspect of the membership process. For most gyms, when a member joins, they get some sort of orientation session or maybe even an assessment with a personal trainer to show and familiarize them with the club, and also to explain the benefits of personal training. This is a crucial part of the sales process (offering free training with a membership) and is equally important for ancillary sales. But it is also a step in member on-boarding. In most cases, that is where the process ends. The real key is trying to make newly joining members feel like they are a part of something more than just a membership. There are few industries that can impact the overall quality of life of a customer than the health and fitness industry can, so the more that a member stays with you, the more it should impact their lives and also the more money you will make. Here are a couple of pointers that clubs can easily put to action to enhance a

record it at the outset and you will always have a reference point that you can remind your members about if they ever think of leaving.

member’s experience when they join a club. 1. Put it in writing Like any other plan, your on-boarding process needs to be creative, consistent, and actually offered in order to be truly effective. Formalize the steps so that expectations can be set among staff and, of course, new members. 2. Get personal Send every new member a welcome letter that doesn’t do anything more than welcome them to the health club. It's important that they feel welcome and more than just a number and computer systems can automate this process for you. A simple ‘thankyou’ goes a long way with any business relationship. 3. Give members’ choices While it is important to have members experience what your club has to offer, it is vital that they are part of the process. If they don’t have kids then you don’t need to stress all the kids programming, if they love group training then have them experience your great classes. 4. Give them incentive Offer a program where members can earn “reward” points by taking advantage of everything you offer them—all without a charge. If they do their orientation they get “x” points. Try a small group training class they get “x” points. Whatever your club offers, allow new members to try it during

Dave Wright the first month with your compliments—and let them earn something (gift card, t-shirt, etc.) for taking part. 5. Develop a member mentoring program Every gym has regulars. Every great gym has evangelists. These members are the ones that know your club as well as, if not better than, most of your staff. They have tried most offerings and are happy to share their experiences. Start a program where they can connect with new members and help them navigate the benefits and offerings of the gym. 6. Track their progress People have a very short memory when it comes to not only why they started/ joined a club, but what they looked like when they did. Smart club owners document that… from photos to body composition and clothes size. Rather than wait two to three months,

7. Review their results In addition to tracking one’s progress, then it is imperative that you review their results over time. The greatest proportionate physical and psychological improvements usually occur in the first 30-45 days of a new exercise regime – after with which a member goes through the plateau effect. Catch the members on that first and 30th day and remind them the success that they have achieved and then adapt their programme accordingly. No one really joins a health club with the intention of failing, however 50 per cent fail every single year. If you can focus on the initial experience of a member’s journey then their trajectory through their life as a member with you should be right on target every time. Happy hitting! Dave Wright is the CEO of CFM, a global company with offices in the UK, Australia and North America that has served the international fitness community for over 24 years; focusing on either getting new members and/or keeping existing ones. Dave is also the owner of 11 health clubs across two continents, a board director of UK Active, founder of IOU (Independent Operators Unite) and the creator of the revolutionary industry tracking tool MYZONE. He may be contacted on Dave.Wright@cfm.net

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PRODUCT NEWS

www.nationalfitnessawards.co.uk

App allows you track your clients’ entire progress ...

The Jordan Sandbag X-Treme is available in four different sizes

New Sandbag launched JORDAN Fitness has introduced a new and improved version of the Sandbag. The Jordan Sandbag X-Treme is available in four different sizes, each with multiple handles and flexible weight ranges. This means that these bags have more uses than ever and can be enjoyed by people of all abilities. Sales director Zak Pitt said: “Giving our customers both amazing innovations and incredible value by supply-

ing the very best functional fitness equipment is what we strive to achieve. “The new Sandbag X-Treme collection is designed to give our customers the flexibility and choice that they deserve and require. “We’ve been able to produce the best sandbag on the market at a price lower than our competitors, mainly due to the massive quantities we’re selling throughout our distribution network.”

THIS is Active Toolkit, the revolutionary new web app that allows you to manage and track your entire clients’ progress and goals from one easy to use dashboard and will make mincemeat of your daily admin. Accessible from any device, Active Toolkit is an essential tool for any size of fitness business. Get organised: Our intuitive display lets your see an overview of yours and your staff’s clients’ progress as an average over the last three sessions so you’re always ready when your client arrives. Unlimited client profiles: There’s no limit to the amount of clients you can add to your gym profile. Access all your clients’ session history and records from one place, add, remove and update any session ever logged. View before and after photos and track body fat and weight loss goals. Automatic body fat calculator: Every method of recording body measurement you use Active Toolkit has it

built in. Select from Jackson and Pollock seven site through to the US Navy method, all automatically calculated, just enter the raw measurements. Client photo visualiser: Before and after photos are the most powerful tools when keeping clients motivated. Active Toolkit enables to you see the first and most recent client photos together and report them back to your client as part of the digital report. Digital reports: Send a custom report to update your client with their current progress from the last session. Everything from custom notes, photos, essential stats and updated progress is automatically pulled in from their profile so no effort or technical experience is required. Join the thousands of other fitness professionals already revolutionising their fitness business with Active Toolkit. Head to www.activetoolkit.com to activate your 14-day free trial.

Insignia sets new standard LIFE Fitness has set a new standard for selectorized strength equipment with Insignia Series, a premium line of strength training products that combines best-in-class biomechanics with a sleek, modern design. The Insignia Series will replace the successful Life Fitness Signature Series selectorized line with a new look, improved feel and enhanced features. Insignia Series includes 21 selectorized strength training products designed with form and function in mind to offer customisable options for facility owners. The line includes 15 frame colour options, 30 upholstery choices and six shroud inlays, giving facilities the flexibility to differentiate and refresh their space. In addition, low profile towers feel more spacious and increase social interaction for exercisers.

Director of strength product management Greg Highsmith said: “Insignia Series’ elegantly modern design instantly upgrades the look of any facility – a top priority for many premium locations. “At the same time, the new line offers an enhanced user experience that makes the equipment suitable for exercisers of all levels.”

Redesigned Power Plate pro5HP now available PERFORMANCE Health Systems has launched a re-design of its standardsetting Power Plate pro5 High Performance vibration training machine, used by professional sports teams, functional training studios and elite athletes around the world. Like its predecessor, the improved Power Plate pro5HP features a column-free design which allows 360 degrees of motion around the plate surface to facilitate integration with other training equipment, such as a squat rack, ViPR and kettlebells. This allows users to more easily utilise Power Plate’s advanced vibration technology to maximise the effects of a full range of static, dynamic and plyometric exercises. Based on customer research, the re-

Trixter has released its most technologically advanced exercise bike, following acquisition from Pulse Fitness. The new XdreamV2 comes with the latest touch screen technology and HD graphics, with different settings allowing users to virtually ride through cities such as London, New York and San Francisco. There is also the option to set the bike to classic mode, allowing it to act as a standard exercise bike, with the product developed to be 30 per cent lighter with a smaller footprint and integrated wheels for improved mobility.

Escape launches brochure design features a larger platform, improved suspension and a userfriendly remote control enabling athletes or their trainers to adjust the settings instantly, without interrupting the workout. Also available is a new, improved travel case, making the pro5 HP more convenient to store and transport.

ESCAPE Fitness has launched a new brochure; designed to inspire clubs and personal trainers to stay ahead of the game. The brochure will take users on a journey through the full Escape range, with colour coded sections making it easy to navigate through the full range of products.

Also included are comparison charts with information that will help clubs choose the products which are right for their members. Throughout the brochure is a selection of stories from other businesses across the world, showcasing the products and services that have helped them achieve their success.

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PRODUCT NEWS

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One small step for lazy man… By Mark Laws, Jordan Fitness DRIVING into work this morning I stumbled across a conversation on the radio which (as a die-hard fitness professional who eats, sleeps, and breathes work) scared the life out of me! Recommended guidelines state that in order to reduce the risk of hypertension, coronary heart disease, stroke, diabetes, breast and colon cancer and depression we should undertake just 30 minutes of physical activity per day. This doesn’t mean you have to be breaking records with each and every CrossFit WOD. It could be walking, hoovering, gardening, playing in the garden with children etc. But we are failing to do it. More and more people are struggling to do just 30 minutes of activity per day and not only is it costing us financially, but it is costing us physically, and mentally. We should all be aware of the dangers of inactivity by now. A growing number of the population are undertaking sedentary work, and with the technological developments all around us there are far too many excuses NOT to move a muscle. Don’t get me wrong, the fact that I can click a button on my mouse and my shopping arrives at my door is pretty cool, and convenient. But isn’t it just a bit… lazy? No matter what gadget we invent, nothing can compete with the miraculous and innovative brilliance of the human body. As incredible as our bodies are – you have to use it or lose it. Back to the radio conversation and it turns out that because people are struggling to do 30 minutes of activity per day we are moving the guidelines (rather than educate people and persuade them to do more activity, we reduce the amount of activity to make it look like more people are achieving it – then pat ourselves on the back for making a difference). It was proposed that sedentary workers should begin by standing up from their desks once every 20 minutes throughout the day. Based on an eight-hour day that would loosely be 24 squats – this is not much more than 30 seconds of

Mark Laws activity per day rather than 30 minutes. Surely even the laziest among us can manage that? I don’t have a problem with this recommendation, indeed Rome was not built in a day. From the greatest of athletes to the most talented couch potatoes, everyone has to start somewhere – but it needs an element of progress. As fitness professionals we really have got our work cut out. Firstly we have to practice what we preach – nobody will take advice from a lazy out-of-shape person telling them NOT to be lazy and out-ofshape. Most importantly we need to be ‘educated educators’. There are ‘geeks’ that know everything but cannot explain their views to others, and there are ‘smart alecs’ who know little yet hoodwink people into falling for the gift of their gab. The real talent lies in knowing enough to be able to make a difference, and having the ability to share this on all levels. I have a recommendation for fitness professionals – in order to live a long and fruitful career, you should strive to achieve at least 30 minutes of educational activity per day. WARNING – these guidelines will NOT be adjusted to make bone idle members of the profession feel like they are achieving something. Make an excuse to DO it, rather than an excuse NOT to do it. Then teach your clients how to exceed their activity targets. Then get more clients. Eat, Learn, Teach, Repeat. Eat, Learn, Teach, Repeat. Then the world will be a better place.

Cost-effective Plyometric Soft Box A NEW take on a traditional product, the Multiplyo Soft Box from Escape Fitness is a three-in-one plyometric soft box that is manufactured to the same sizes as the boxes used in the CrossFit Games. A great cost-effective solution for all clubs and studios, you can give all your members the opportunity to experience fantastic plyometric training – ideal for beginners to improve lower body strength and stability with simple step ups then flip the box and use it to perform dynamic jumps for advanced clients. The box is weighted for added stability meaning you can jump in confidence yet the intelligent design and construction means it is easy to move around any space. Made from high grade, recycled compressed foam with a BTEX outer,

the box is easy clean and hygienic while the soft edges mean it is forgiving when mistakes are made – cut and bruised shins will be a thing of the past, meaning it is again a fantastic way to introduce beginners to the world of plyometric training. For more information visit www.escapefitness.com or call 01733 313535.

Exciting start to year includes move to new, larger premises SERVICESPORT are having an exciting year this year. With the successful completion of the Classic ReNew cardiovascular range in partnership and under license with Life Fitness and the successful award of the service contract for the Ministry of Defence, they have been busy moving premises from Horwich, Bolton to a much larger premises just off junction eight of the M61 in Chorley. They will be celebrating with a premises grand opening on July 8 2014 at 12.30pm and extend a warm welcome to anyone who is interested in having a look at their new premises and meeting the ServiceSport team. They have special guests from the sporting world and some key names from the industry attending. You can

see for yourself the large stock of fitness equipment parts and the workshop producing the new Classic ReNew range of Life Fitness equipment. MD Colin Marriott said: “We are really seeing our ambitions realised to be a professional, independent service provider of all makes and models of fitness equipment with the successful award of the service contract for the MOD. “The license with Life Fitness to produce an outstanding range of remanufactured cardiovascular equipment, along with the new workshop also secures our place as the market leader in remanufactured equipment in the UK. We have lots of reasons to celebrate and we wanted to share it with our customers and colleagues.”

Fighting fit at Standish High THE fitness suite at Standish High has caused a mini revolution amongst pupils and staff and has seen a huge uptake after school, in part due to the high quality of equipment and clever design and use of space. Over the last two years, the PE staff have been looking for a space in school to house a fitness suite. Around six months ago, teacher Mr Barker took the initiative and found a space, then contacted several companies to send in quotes. The most competitive quote came from Fitness Systems of Bolton. Armed with this information, Mr Barker went to headteacher Mrs Fox and after negotiations, she was fully supportive and agreed to find the money to fund the project, a total investment of £25,000. Once funding was in place, Mr Barker contacted Fitness Systems’ Ian

Thorpe who discussed requirements in detail and tweaked the initial quote so it fitted within the price range and also maximised the floor space in the new suite. Its features include eight pieces of cardio equipment, a range of resistance machines, kettlebells, light dumb bells, step boxes, medicine balls and a free weights area. A spokesman from the school said: “The service offered by Fitness Systems was seamless. Their attention to detail and advice has helped us to create a fantastic fitness suite that cleverly utilises all the floor and wall space. All the equipment is of top quality and finished to the highest standards. “Fitness Systems offered Standish High a bespoke service from beginning to end and we would recommend them to any organisation.”

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