Workout May 24

ISSUE

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Trust announces new chief executive and celebrates its 10th anniversary

Page 11 Pure Energy GO and Everyone Active join forces to elevate group exercise

Elevating your business: tips for new trainers

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Pure Energy GO and Everyone Active join forces to elevate group exercise

PURE Energy Go, an innovative music service for the fitness industry, has announced a new partnership with Everyone Active.

With more than 1,400 Everyone Active fitness instructors now using the Pure Energy GO app, the collaboration marks a significant step forward in enhancing the fitness experience for Everyone Active members through expertly-curated soundtracks for group exercise fitness classes.

The partnership aims to create an immersive and energising atmosphere within Everyone Active – enhancing the overall workout experience for members with music programmed for specific disciplines.

To showcase its process of curating music for fitness, Pure Energy GO invited a team of representatives from Everyone Active including national group exercise manager Angela Ioannou to its headquarterrs for an exclusive music studio session.

During this session, Chris Dennis (group exercise coordinator) and Charley Foss (fitness manager) collaborated with the Pure Energy GO team of music producers and fitness

experts to craft the perfect mix for its exercise routines.

‘We’re thrilled to announce our partnership with Pure Energy GO, a leading music service, marking another exciting phase for Everyone Active fitness,” said Angela.

“This collaboration will further enhance our customer journey and complement our fantastic range of group exercise classes.

Snap Fitness upgrades app to enhance experience

SNAP Fitness (part of Lift Brands) has upgraded its industry-leading app, enhancing its members’ omnichannel fitness experience.

With a refreshed User interface (UI) and user experience (UX) design, Snap App 2.0 features a number of improvements to the platform.

These include improved navigation and a reorganisation of content, offering users a more intuitive experience.

The on-demand video player experience has been enhanced with subtitles, casting, and automatic workout completion.

Content tracking has also been added, with users now being able to “add” their favourite videos, allowing them to find them later. A full history of previously viewed content can also be viewed.

In addition to its sleek new look and feel, Snap App 2.0 introduces an advanced personal training feature.

This innovative tool empowers personal trainers to create and deliver custom workout programmes directly to members through the app.

With Snap App 2.0, members can effortlessly access personalised training programmes with a simple tap, while personal trainers can remotely provide expert guidance and monitor client progress.

This not only enhances member

engagement and motivation but also streamlines the training process for both trainers and trainees.

Rose Minar, chief marketing and experience officer for Lift Brands, said: “We first launched Snap App in 2021 to provide our members with a customised digital fitness experience based on personalised goals.

“Members are highly engaged with it, as it provides them with an omnichannel fitness journey and the ability to keep track of their workouts inside and outside of the gym.

“This latest upgrade will build on the Snap App’s huge success by further enhancing the user experience and by adding elements we know members will appreciate.”

The Snap App 2.0 is free for all Snap Fitness members and has been designed to help members reach their goals wherever they are –adding value to membership.

Users of the app receive a personalised journey of on-demand workouts and programmes based on their preferences, lifestyle and individual targets.

As well as allowing them to track their fitness progress, members can receive personalised meal plans, participate in mental health programmes and get discounts on favourite brands.

They can also adjust their journeys at any time as their goals change.

strength-based sessions.”

Pure Energy GO is renowned for its extensive library of highquality, licensed music tracks, designed to complement various fitness routines.

From heart-pounding beats for high-intensity workouts to soothing melodies for yoga sessions, Pure Energy GO’s diverse music catalogue ensures a tailored and engaging fitness experience for all class types.

The importance of the ‘Neutrality of Music’ is at the forefront of Pure Energy GO’s service: Fitness instructors who access the user-friendly interface can soundtrack their sessions with high-quality music of every genre, without polarising members.

“As we look towards innovative solutions and attracting a wide range of people through the benefits of group fitness, we’re delighted to provide a library of music to support our fitness instructors and deliver an immersive experience across each class. Our expansion in group exercise now includes wellbeing classes such as yoga and Pilates, along with cardio and

“Our mission revolves around revolutionising the role of music in exercise and well-being, aiming to optimise performance and elevate the experience for both instructors and members,” added CEO Andy Pickles.

“Partnering with Everyone Active offers us a remarkable and exciting opportunity to develop a long-term strategy that places music at the core of their member experience.”

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New strength and conditioning education partnership launched

ABSOLUTE Performance and Athlete Academy have announced a partnership to offer a range of strength and conditioning professional study programmes.

All study programmes offered by the partnership are accredited by the UK Strength and Conditioning Association.

Ed Archer, programme director at Athlete Academy, will lead the partnership’s programme of Level 3 Diploma and workshop courses.

With a 25-year career in strength and conditioning and fitness education, Ed brings a wealth of experience to the partnership including time as a director of the UKSCA as well as work with Gloucester Rugby, Formula One, professional ballet and international polo.

He said: “Quality and integrity in facility design and the supply of equipment is key to creating positive environments for health and fitness exploration and achievement.

“We have crossed paths many times with Absolute Performance and their facilities over the past 15 years and have always been impressed with the

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quality of their products, the kindness and commitment of their team and their aspiration to do the right thing for their customers, regardless of the size of the project.

“We are very excited about joining forces with the AP team to provide a new and ambitious standard of fitness education.”

The programme of courses aims to

develop a greater understanding of strength and conditioning and the important role it can play in health and wellbeing across the population.

The courses are designed for those in coaching or rehabilitation roles, including professionals delivering sport and wellbeing education in schools.

Courses range from single-day workshops and introductory programmes to in-depth, 26-week Diplomas. Students can choose to enrol directly with Athlete Academy or through Absolute Performance, who are offering the courses to its customers at reduced rates.

“We are thrilled to partner with Athlete Academy to offer this range of accredited courses,” added Gary Oleinik, sales and marketing director of Absolute Performance.

“We believe that access to quality education is essential for professionals working in the fitness, education, rehabilitation and sports performance space, and we are proud to be able to offer our customers the opportunity to develop their skills and knowledge through this partnership.”

Case study – refresh of commercial gym equipment

IN THE April issue of Workout magazine we showcased a number of benefits associated with refreshing your existing gym equipment.

Such benefits include the significant cost savings when compared with replacing your gym equipment with new.

Over the years, many of the UK’s largest gym operators including the Ministry of Defence, Nuffield Health, Bannatyne health clubs, and Total Fitness, have chosen to refresh a range of their gym equipment not only for cost saving reasons, but to contribute towards environmental

sustainability and to enhance member satisfaction at their facility.

ServiceSport UK also help independent gyms across the UK achieve similar objectives. One operator in particular, Oakhill Leisure, based in Whalley, Lancashire, made the shrewd decision to refresh a range of their Technogym Selection Line equipment in 2020.

This included Technogym leg press, Technogym pectoral, Technogym low row, Technogym shoulder press, Technogym vertical traction and Technogym chest press machines all refreshed in black, worn parts replaced, and new upholstery in black.

At the time, Gemma Barton, general manager at Oakhill Leisure, said: “The joy of dealing with ServiceSport UK is that everything is

dealt with by them.

“There is no third party contractor attending site and removing the equipment, every step of the process is carried out by ServiceSport UK.

“The equipment looks like new now it has had the refresh, and the team re-installed the kit ensuring everything was in perfect working order.

“I would definitely recommend ServiceSport UK to anyone wanting to give their equipment a new lease of life”.

Fast forward nearly four years and here’s what Gemma has to say about the refreshed gym equipment today:

“It’s been nearly four years since ServiceSport UK refreshed a range of our used pin-loaded Technogym equipment.

“Naturally, we considered

replacing our strength equipment with new equipment to complement our range of new Technogym cardio equipment, however our decision to refresh our existing strength kit has really paid off.

“Not only from a sustainability and financial point of view but our members absolutely love it.

“It has certainly served us well, and still looks like new, not one piece of refreshed gym equipment has failed during the past four years.”

It just goes to show that it really does pay to SWEAT YOUR ASSETS For more testimonials from customers across the UK that have benefited from refreshing their existing gym equipment, follow us on LinkedIn @servicesport-uk-ltd or contact us at sales@servicesport.com to arrange for a member of the team to visit your site to discuss your options.

Advertiser’s announcement

Ed Archer, programme director at Athlete Academy.

Parliamentarians prove they are ‘Fit for Office’ as Westminster’s physical activity champions crowned

THE office of Andrew Lewer MP has been named the winner of the ‘Fit for Office’ challenge, hosted by ukactive in partnership with Myzone.

The month-long challenge, which is designed to encourage MPs, Peers and their offices to be physically active for their own health, and to recognise its value to constituents, saw 146 people sign up, representing 53 offices.

Andrew said: “It’s been great seeing my office being so engaged with the Fit for Office challenge and they’re thrilled to take the winning prize.

“Whether working from home or in the office, many of us lead a sedentary working life, and that’s why it is important to be active.”

To climb the leaderboard, participants used Myzone’s wearable devices to track their physical activity effort levels and obtain Myzone Effort Points.

MEPs measure effort rather than distance or time spent exercising, and therefore reward people for being more physically active regardless of their previous fitness. MEP scores for all participants in each office were tallied and divided by the number of participants in each team to provide the average score for

each office.

Fit for Office 2024: Top five offices (MEP average per team):

1. Office of Andrew Lewer MP –18,076 MEPs.

2. Office of Alex Davies-Jones MP with 10,674 MEPs.

3. Office of Dehenna Davison MP – 8,138 MEPs.

4. Office of Neale Hanvey MP –6,265 MEPs.

5. Office of Lia Nici MP – 6,182 MEPs.

This year, individuals have also been recognised for their success in the challenge, with Alex Davies-Jones being crowned the highest-scoring MP and Baroness Hayman taking home the top

Free LevelUp events elevate professional development

YOUR Personal Training is offering free access to its LevelUp events, designed to encourage professional development within the personal training industry.

The events offer a unique platform for PTs to connect, learn and grow – at each event, YOUR Personal Training is providing access to the latest industry insights and invaluable networking opportunities alongside expert-led workshops on client retention, business innovation and lead generation, to help PTs develop regardless of whether they are part of the YOUR Personal Training team.

“Our goal is to bridge the gap between personal trainers and gym operators to encourage those connections and development opportunities,” said James Lorey, operations director at YOUR PT.

“Over the past decade, we’ve witnessed firsthand the hunger for

networking opportunities amongst trainers, alongside a desire to inspire higher standards.

“Consequently, we wanted to create these accessible avenues for PTs. LevelUp events provide a solution in the form of a free platform for industry knowledge exchange, networking, and skill enhancement that we hope will drive standards up across the board.”

Upcoming events include:

n May 30 – Sheffield

n June 29 – London

n July 25 – Leicester

n September 26 – Cardiff

Renowned speakers, recognised for their expertise and innovation in the fitness industry, will share their wealth of knowledge, experience and proven strategies, including physiologist and health assessment expert Oliver Patrick, along with Dr. Glenda Rivoallen and James Griffiths. www.levelupevents.co.uk/2024-events

prize for the highest scoring Peer.

The largest team (and the highest cumulative team score, of 46,194 total MEPs) came from Bob Blackman’s office, with eight members of staff competing.

Fit for Office 2024: Top three MPs

1. Alex Davies-Jones MP (Labour) – 10,674 MEPs.

2. Bob Blackman MP (Conservative) – 10,300 MEPs.

3. Kim Leadbeater MP (Labour) – 6,788 MEPs.

Events were held throughout the challenge to help participants get involved and stay active.

Participants were invited to a free health check drop-in session

with TV doctor Dr Hussain Al-Zubaidi and his team at the Westminster Gym, which is operated by Jubilee Hall Trust.

Some also took part in a spin class led by a Myzone Master trainer Billy Burchett to help boost their effort points.

Huw Edwards, CEO of ukactive said: “This year’s Fit for Office challenge has seen even more parliamentarians lead the way and demonstrate the value of physical activity for their own health and wellbeing, as well as its importance in the lives of the constituents they serve.

“As we approach the General Election, the UK’s political parties must recognise the role of the physical activity sector in improving the nation’s health, reducing waiting lists and boosting economic growth.

“Fit for Office is testament to this ambition and we’re calling on our political leaders to work with the physical activity sector to help achieve our potential and get millions more people active.”

The challenge has previously been held in the USA and Australia, as well as the UK in November 2022, when Antony Higginbotham MP’s office emerged victorious.

Thousands benefit from new Musculoskeletal Hubs in leisure centres across England and Wales

LEISURE management operator

Parkwood Leisure, in partnership with Legacy Leisure, Lex Leisure and 1 Life, has launched musculoskeletal rehabilitation programmes across 30 leisure centres in England and Wales.

According to recent statistics more than 20 million people live with a musculoskeletal condition, with the NHS currently spending £5billion on treatments for these conditions every year.

Recognising this, the operator has introduced an initiative to integrate community MSK rehabilitation programmes into leisure facilities.

Parkwood Leisure, in collaboration with Good Boost, ukactive, Orthopaedic Research UK, ESCAPEpain, and Arthritis Action, aims to grow the role of leisure centres, pools and gyms as ‘MSK health hubs’ following a successful strategic twoyear research project.

The initiative has resulted in the creation of 30 MSK hubs, which have achieved The Active Standard Accreditation, ensuring the highest standards in musculoskeletal care.

With 1,170 individuals already registered and 1,885 referrals received, the impact is already being felt within the local communities.

The sessions are open to anyone with an MSK condition, providing valuable information on active living, pain management, and information on suitable available activities at the leisure centre.

Managing director of Parkwood Leisure, Glen Hall, said: “I couldn’t

believe the statistics on how many people live with a musculoskeletal condition, so Parkwood Leisure is honoured to lead an initiative that transforms leisure centres into vital community hubs.

“This MSK project reflects our commitment to inclusivity and creating a positive impact on the lives of individuals in local communities. We believe in fostering, not just physical health, but also a sense of community, making leisure centres truly accessible to all.”

The project has already generated an estimated £400,000 in social value. Two-thirds of participants have already reported that their wellbeing has ‘improved’ up to their MSK condition being ‘no longer a problem’ as a result of accessing their local MSK Hub. Pain reduction has been reported across each patient specific complaint following the Goodboost sessions, demonstrating the positive impact on both individuals and the wider community.

Parkwood Leisure is committed to

expanding the MSK hub initiative to create a network of accessible community hubs. 250 staff have completed MSK related training, with 30 staff identified as MSK coordinators across the MSK Hubs. MSK Hubs incorporate Goodboost rehabilitation and prehabilitation sessions, weekly social MSK sessions in the cafes as well as online nutrition courses to support people with MSK conditions.

Parkwood Leisure continues to shape services based on the needs of the local community, supporting the development of local MSK ‘Lived Experience Groups’.

A survey carried out found that 55 per cent of respondents found their MSK condition has affected their working life, 22 per cent have been out of work for more than 10 days in the last 12 months because of their MSK condition and six per cent suggest their MSK condition has affected their ability to find work.

The MSK hubs are essential in reducing physical pain, improving mental wellbeing and reducing economic inactivity due to MSK conditions.

This new initiative goes beyond addressing the physical health needs of individuals with MSK conditions; seeking to tackle the mental health side of the conditions too, the MSK social sessions within the leisure centre cafes have contributed towards an improved sense of community and support among participants.

Basketball team unveils new fitness suite

SCOTLAND’S professional basketball franchise, Caledonia Gladiators, has taken training to the next level by investing £40,000 in a state-of-the-art fitness suite and studio.

Designed by strength brand PRIMAL, the facility has been created for exclusive use by Caledonia Gladiators’ professional and high-performance athletes.

In a PRIMAL first, the gym includes an air sprung floor for plyometric training such as short sprints and jumping to replicate game play.

Tony McDaid, CEO of Caledonia Gladiators, said: “Our professional and high performance teams previously supported on-court training with strength and conditioning workouts in a commercial public gym space but now with an exclusive fitness suite, we will be able to elevate opportunities for our teams.

“It follows wider investment across the wider organisation as we take Caledonia Gladiators to the next level.

“Working with PRIMAL allowed us to tailor the suite to meet all of our requirements and this new training environment enables our players to perform to the best of

their ability.”

Located at Playsport, home of Gladiators’ 1,600 seater arena, the gym is fully equipped with equipment including half racks, dumbbells, bumper plates and bars, wall mounted pull up bars and cardio machines including skier and bikes. It also features

bespoke custom astro flooring adorned with the Caledonia Gladiators logo.

Split into three sections, the fitness suite is divided by different flooring types including a harder surface for weight training, an air sprung floor for plyometric training such as short sprints and

jumping to replicate game play, and a softer rubber surface for the rehab area with bikes and cardio machines to cool down.

PRIMAL has previously designed bespoke performance centres for Celtic and Burnley Football Club as well as providing equipment for other professional teams including Rangers, Fulham, Motherwell and Chelsea Women.

Using years of experience in the strength and fitness industry, each piece of PRIMAL equipment is personally designed by founder Steven Rinaldi, using premium and innovative technology as well as the highest quality materials to ensure optimum functionality, durability, ergonomics and aesthetics.

Steven said: “When curating a strength and fitness space for high performance athletes, we meticulously design every inch from equipment to flooring and lighting to meet the needs of the organisation and offer the optimal experience.

“We’ve been impressed with everything Caledonia Gladiators has achieved in both the women’s and men’s game this year, we wish them the best of luck for the remainder of the season.”

Clubbercise Combat+Tone makes its debut at the International Fitness Showcase

BORN in the UK in 2013 there are now thousands of people taking regular Clubbercise classes all over the world, and they recently launched a new class concept for people who prefer less dancebased workouts.

Clubbercise Combat+Tone features mostly punching, kicking, jumping, squatting and lunging, set to a soundtrack of

club anthems from the 90s to the latest hits.

Like the original Clubbercise concept, the classes are taught in a darkened room and participants use Clubbercise trademark glow sticks which bring a fun element as well as creating a nightclub atmosphere.

Hundreds of people had their first Combat+Tone experience

at the International Fitness Showcase which took place at the iconic Winter Gardens in Blackpool.

Afterwards, participant Jo said “It was an unreal session, the energy and atmosphere were on another level!”

The new concept can be taught as a 30 or 45-minute class and the routines all have high and

low impact options to make it inclusive for all fitness levels and abilities.

PT Jodie Louise added: “This has only been on the timetable since February and it’s already proven to be such a popular addition.”

To find out how to add Clubbercise Combat+Tone to your timetable visit clubbercise.com

Elevating gym marketing to new heights

By

IN THE dynamic world of fitness marketing, a new force has emerged, reshaping the way gyms connect with their audience – the fitness influencer.

These social media stars aren’t just promoting workouts; they are transforming the way gyms are perceived.

In this article, we delve into the impact of influencer collaborations on gym marketing and provide practical strategies for gym owners to harness this influence effectively.

Understanding the impact of influencer collaborations

Social media influencers have become digital tastemakers, wielding significant influence and trust among their followers.

By partnering with fitness influencers, gyms can extend their brand’s reach and credibility. It’s not just about the numbers; it’s about creating an authentic connection with a targeted audience, fostering brand loyalty, and elevating the gym’s profile within the fitness community.

Strategies for identifying fitness influencers

Finding the right influencer for your gym involves more than just looking at follower counts.

Dean Godfrey

It’s about aligning values, target demographics, and engagement levels. Start by scrutinising the influencer’s content – does it resonate with your gym’s ethos?

Assess their follower engagement, not just numbers. Identify influencers whose audience aligns with your target demographic, ensuring a more authentic and effective collaboration.

Partnering effectively for brand reach and credibility

Successful influencer partnerships are built on shared values and transparent communication. Instead of just asking for a promotional post, aim for collaborations that go

beyond the surface.

Co-create content that highlights your gym’s unique offerings, from personalised training sessions to exclusive behind-the-scenes looks.

Consider organising joint events that resonate with both the influencer’s audience and your existing members, creating an immersive experience.

Measuring the impact and ROI of influencer campaigns

Understanding the return on investment is crucial. Metrics to measure the impact of influencer collaborations span both digital and tangible results.

Track online engagement metrics such as likes, comments, and shares.

Additionally, monitor tangible outcomes within the gym, such as an increase in membership sign-ups or event attendance.

This data-driven approach ensures you can assess the success of influencer campaigns and make informed decisions for future collaborations.

Navigating potential challenges and building long-term relationships While influencer collaborations offer immense opportunities, challenges may arise.

Communication is key to navigating potential pitfalls. Ensure

expectations are clear from the beginning, addressing aspects like content approval, timelines, and compensation.

Building long-term relationships with influencers is equally important. Nurture these connections beyond a one-time collaboration, fostering sustained benefits and a consistent presence in the influencer’s content stream.

Embracing the power of influencer collaborations is not just a trend; it’s a strategic imperative in today’s fitness marketing landscape.

By understanding the profound impact of influencer partnerships, strategically identifying compatible influencers, and fostering effective, long-term collaborations, gym owners can unlock a new realm of marketing potential. Influencers are not just promoting your gym; they are becoming advocates, helping to shape a positive and engaging narrative that resonates with a wider audience.

This article serves as a roadmap for gym owners looking to harness the influence of social media stars, taking their marketing efforts to unprecedented heights in the competitive fitness industry.

n Dean Godfrey is the chief operations officer at Creative Fitness Marketing.

Advertiser’s announcement

Dean Godfrey

“Would definitely recommend for any leisure clubs to consider them as an option to dramatically increase your member pool, and to raise the overall awareness and profile of your facility.” Jack Starkey - Leisure Club Manager (Juvenate East Midlands, Leonardo Hotel.)

CREATIVE FITNESS

Trust announces new chief executive and celebrates its 10th anniversary

A CHARITABLE trust that took over the running of Burnley’s leisure and cultural services from the local council is celebrating its 10th anniversary – and has a new leader who promises to build on its ‘force for good’ in the borough.

Burnley born and bred Paul Foster recently became the new chief executive of Burnley Leisure and Culture, 10 years since the trust was formed to operate the majority of leisure facilities in the borough previously managed by Burnley Council’s sport and culture services.

His elevation to the role marks the culmination of a career that began as a casual lifeguard at the Thompson Centre 30 years ago. He then held various roles within the council-run sport and cultural services, where he was head of community and wellbeing when BLC formed, and he made the switch to the new organisation.

“The priority for me moving forward is to build on the good foundations put in place over the past 10 years,” said Paul, who was BLC’s deputy chief executive for three years before the retirement of his predecessor Gerard Vinton.

“Gerard got the trust to where it is now. My job is to carry on that good work. I want us to be seen as a force for good for Burnley residents, whether that’s from the point of view of physical activity, arts, theatre and cultural activities and everything else we do.”

Working in partnership with the council, BLC is responsible for the operation, management and development of St Peter’s and Padiham leisure centres, Prairie Sports Village, Barden athletics track, Thompson Park boating lake, Burnley Mechanics Theatre, numerous hospitality

Origin Fitness’ ongoing partnership with the Ministry of Defence

ORIGIN Fitness’ latest gym equipment installation at The King’s Troop Royal Horse Artillery is just one of many installations that are happening across the country at Ministry of Defence sites.

Having a gym on-site is extremely important for the British Army, allowing troops to train in ways that assist them in keeping fit for their specific job roles.

The King’s Troops required a space that could accommodate a sizable number of soldiers simultaneously, focusing on both individual and squad-based workouts.

To optimise space and training possibilities, Origin installed a Performance Series Rig. This rig contained 15 individual user stations and included eight lifting stations with adjoining pull-up bars and rope climbers.

In addition to the Performance Series Rig, the gym featured a range of free weights and storage solutions

to ensure quick access to essential equipment during fast-paced training sessions.

High-intensity interval training was a key focus for The King’s Troop, so the gym features Origin Storm Air Bikes and Origin Storm Curved Treadmills to push the soldiers to their limits.

The M1 Tank sleds were also chosen, offering resistance for speed exercises such as sled pushes on the built-in red track.

We are honoured to have played a role in creating a cutting-edge training space for the MOD once again, and it’s great to see the unit is happy with the results too:

“We are very happy. With all the new equipment we’ve got here, I think it’s fantastic. I really appreciate what Origin has done for us, and I think all soldiers will make very good use of this.”

venues and Towneley golf courses and clubhouse, along with borough-wide arts development, community health and wellbeing, sport and play development.

BLC’s not-for-profit status means that all of its surplus revenue is reinvested in its services and facilities, such as supporting the £750,000 refurbishment of its gyms and swimming pool changing areas at Padiham and those currently taking place at St Peter’s: leading on the Beat the Street and #OutdoorTown initiatives and supporting local health programmes such as Up and Active.

The BLC swim academy welcomes 4,200 children every year, while work in every one of the borough’s 32 primary schools touches the lives of 4,000 pupils.

The latest additions to the community support programme include the Down Town Kitchen & Café in Burnley town centre, as part of Burnley Together, and the Active Cycles pop-up shop in Charter Walk that recently opened in partnership with Active Lancashire.

And as part of the lead up to

Burnley’s Year of Culture in 2027, BLC has just launched the Culture Burnley Awards recognising the borough’s cultural organisations and individuals.

Nominations are open until June 22 and the awards night will take place at the Burnley Mechanics Theatre on Thursday, September 5 – two months after the annual Active Burnley Awards, which celebrate health, sporting and wellbeing activities and achievements at all levels across the borough.

Paul added: “Our strategic relationship with the council has gone from strength to strength over the 10 years. We’ve taken established relationships and made new arrangements to the point where we see it as a true partnership.

“It’s been a steady growth, especially around hospitality, which we weren’t delivering back then, and we’ve made some great achievements. Prairie Sports Village was opened about the time we started operating and since then we’ve added a second 3G pitch and the Toptracer system at the driving range. We’re always looking at future investment.”

Paul Foster

Advertiser’s announcement

Unlock success and overcome the common challenges faced by gym owners ...

By Wayne Heath

AS rewarding as it is to run a gym, it comes with its challenges. Gym owners often find themselves trying to overcome obstacles relating to attracting members and retaining them, all while making sure they stay ahead of the competition.

If you own a gym and these obstacles resonate with you, this post is for you. Let’s delve into some of the most common challenges faced by gym owners and how you can overcome them.

Staying competitive

Staying ahead of the competition is essential for long-term success in the fitness industry. However, many gym owners struggle with defining their unique selling points to stand out from other clubs in the area.

To overcome this challenge, focus on providing an exceptional level of customer service and offer your members a personalised experience. Consider introducing specialised classes and fitness programmes, reinvest revenue into high-quality

equipment and regularly ask members for their feedback to understand where you can make improvements.

Finally, stay on top of industry trends and adapt your offering where necessary to stay relevant.

Financial management

Managing finances can be challenging for gym owners, especially if you’ve never had to manage cash flow and track business expenses before.

Rent, utilities, equipment and maintenance costs can add up quickly, so be sure to create a detailed budget and stick to it.

Keep an eye out for opportunities to lower costs without compromising on quality (such as searching for affordable alternatives to essential tools, exploring equipment leasing options or negotiating with suppliers).

It may even be worth diversifying your income streams through selling merchandise, pre-prepped meals or renting out unused areas of your facility.

Marketing and promotion

Marketing is the spearhead of any business – without it, you’ll find it hard to expand your reach and attract new members to the gym.

While many understand its importance, gym owners often feel overwhelmed when it comes to finding the right strategies to reach their desired audience.

The most effective way to overcome marketing overwhelm is to break it down into smaller tasks.

Start by making sure you have a functioning, mobile-friendly website that allows prospects to book and join online.

Then, promote your club on social media by sharing photos, workout tips and member success stories to show what’s possible at your gym. Finally, kickstart a referral program incentivising existing members to get their friends and family to buy a membership.

Member retention

Fitness enthusiasts have more exercise options available than ever before, meaning it’s trickier than

ever to keep members engaged with your club.

It might feel like a daunting task, but member retention doesn’t have to feel impossible.

Focusing on building a community is a great way to get members to see your gym as more than the place they go to exercise.

Host social events, organise group fitness training sessions and encourage member-to-member connection.

At the same time, don’t forget the basics: keeping the gym clean and tidy, staying on top of equipment maintenance and acknowledging your members when they enter and exit the gym.

While owning a gym may come with its fair share of obstacles, with the right strategies and mindset, you can overcome them.

Set your gym up for long-term success by being practical when it comes to financial management, effective marketing and staying ahead of the competition.

Remember, Rome wasn’t built in a day and neither is a successful gym! Stay consistent, pro-active and don’t forget there’s a whole community out there that has faced similar challenges. You’ve got this.

ClubRight is the go-to gym management software for hundreds of clubs across the UK.

It’ll help you take care of everything from managing memberships and billing to class bookings and online joining – plus a whole lot more.

Give us a call on 0203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 900 businesses worldwide.

Pensioner supported on his new fitness journey

INNERVA is helping one lucky pensioner to keep active after he started exercising for the first time at the age of 65.

Melvyn Ingram won a 12-month membership at Sheppey Leisure Complex in summer 2023.

With full access to the centre’s diverse range of facilities, it was in the Health Studio where he discovered a new passion for activity.

Melvyn has thrived in the safe and supportive environment of the studio, which offers Innerva’s powerassisted exercise equipment.

Despite grappling with rheumatoid arthritis, stress and depression, he completes three rounds of the 10-piece circuit, three to four times every week.

As a result, Melvyn has seen a marked improvement in his health. In addition to losing weight and significantly reducing his blood

pressure, Melvyn is more active in his daily life and now volunteers for local charities Sheppey Matters and Wisdom Hospice charity shop.

Living alone, the social aspect of the studio has positively impacted Melvyn’s mental health too.

“I love the Health Studio; it sets me up for the day,” he said. “When I turn

up in the morning, I might think I’ve got a few problems on my mind, but by the time I walk out, I’ve solved them all.

“Coming here has boosted my mental health. The other customers are really friendly and we have a right laugh. I sometimes walk out with my jaw aching because I’ve laughed so much.”

Melvyn is so enjoying the benefits of the Health Studio that he is saving up to continue his membership when it expires in a few months.

Laura Childs, head of marketing at Innerva, added: “Melvyn’s story demonstrates the positive impact of a supportive and inclusive fitness environment.

“We are delighted to contribute to the wellbeing of someone who does so much for others and we wish Melvyn many more successful years in the Health Studio.”

In recognition of his dedication, Innerva and Swale Community Leisure, which operates Sheppey Leisure Complex in partnership with Serco Leisure, are funding a six-month extension to Melvyn’s membership, enabling him to continue his fitness journey at the Health Studio.

James Reynolds, partnership manager for Serco Leisure in Kent, said: “Melvyn’s story and experience of the Health Studio is exactly why we created this facility within a facility at Sheppey Leisure Complex in 2019.

“The customers who use this part of the centre are often not people who would use a traditional gym, but they’ve found a home at the Health Studio.

“They’re staying active, keeping socially engaged and as Melvyn has shown, they’re reaping the health benefits.”

Wayne Heath

Matrix Fitness partners with Aberystwyth University on eco, self-powered gym in new sports dome

ABERYSTWYTH University has undergone an impressive installation of a new sports dome on Penglais Campus which takes the University a step closer towards limiting its carbon footprint in a bid to become net-zero by 2030.

Located next to the Sports Centre’s multipurpose sports pitch, the 40 metres by 23 metres dome has been equipped with the latest Matrix Fitness equipment and will include self-charging exercise stations.

The install incorporated new cardio equipment including Matrix Fitness treadmills integrated with the 7xi consoles to provide an interactive userface, live fitness data, workouts and streaming options as well as the Target Training CXP bikes, both which will run on the energy provided by users rather than being plugged into the mains electricity supply.

To accompany the cardio, the project also included a range of new strength equipment

including the Matrix Fitness Ultra Series and Magnum Racks.

The new equipment was partly funded by a £250,000 grant from the Higher Education Funding Council for Wales.

Darren Hathaway, head of sport and grounds at Aberystwyth University, said: “We take great pride in the facilities we have here at the University’s Sports Centre which are open to students, staff and the local community.

“We continually strive to invest in our facilities and, where possible, to innovate when upgrading our equipment.

“Our new self-powered kit is another small step towards limiting our carbon footprint as the University works towards becoming a net-zero estate by 2030.

“We also hope that everyone using the new kit will feel just that little bit better in the knowledge that they are benefitting health, mind and the environment.”

The move to the sports dome doubled the number of stations available from 65 to 130 and the work is part of an upgrade programme that will eventually see all the equipment being selfpowered.

The new sports dome features an opaque double skin to prevent it from overheating on bright sunny days and losing too much heat in cold weather to reduce its energy usage.

Darren added: “We’re proud to be one of the first UK universities to declare a climate emergency.

“Over the past 10 years we have reduced our C02 emissions by 40 per cent.

“Understandably, the new sports dome project was a big undertaking and we needed the right supplier partner to help us achieve our aims.

“Matrix Fitness were onboard with our sustainability goals right from the start, helping us shape the innovative training space we have today.

“From initial ideas through to completion of the concept they were there every step helping to guide us through design, layout, equipment and much more.”

The Sports Centre is open to students, staff and members of the public and the move will see the Sports Hall revert to recreation use and

team sports such as netball and basketball, and the Sports Centre’s extensive ‘Fit-together’ group exercise programme.

Tony Vaughan, strategic key account manager at Matrix Fitness, said: “This was an exciting project for us, really pushing the boundaries of an installation to be as sustainable and futureproofed as possible and we’re really happy with the finished result.

“This is a cutting-edge training area, with the latest equipment and technology but without the sacrifice of draining unnecessary energy.

“We look forward to supporting Aberystwyth University as they continue on their path to net-zero, and as a team, we have ourselves learnt some valuable lessons about striving to reduce CO2 emissions.”

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Charity partners with 1FitLife to launch specialist online wellbeing videos

IIH UK has partnered with digital workout creator 1FitLife to create specialist activity videos as part of the charity’s ongoing work to encourage people living with Idiopathic Intracranial Hypertension to improve their wellbeing.

IIH is a rare neurological condition associated with raised fluid pressure around the brain, causing disabling daily headaches, brain fog, fatigue and visual loss, which can be permanent.

The condition can affect anyone but is found more frequently in women (90 per cent) and is common in teenagers and young women.

IIH is more often found in those with increased body weight, and recent studies show IIH is more than a disease of the brain and eyes and that people with IIH are insulin and leptin resistant and have fat programmed for making more fat, suggesting an underlying metabolic problem too.

An IIH UK survey found that 78 per cent of people with IIH who were advised to lose weight were not offered support in achieving it and 84 per cent of those that were offered support did not find it helpful and appropriate.

In response to these figures IIH UK has teamed up with leading agency for fitness and wellness content creation 1FitLife to create bespoke wellness videos that offer the IIH community a beneficial, safe, expertled wellbeing programme that goes beyond just focusing on weight loss.

Amanda Denton, IIH UK trustee and research representative, said: “There is currently no known cure for this condition, and the symptoms can change daily. This means people living with IIH are very much on the back foot in terms of managing their condition.

“Many people diagnosed with IIH report feeling like the ‘walls are closing in’ and find it difficult to get out, so it was important for us that the programme is accessible and achievable from home.

“Whilst there is a link between losing weight and getting the condition into remission, this is not true for everyone, and we also know that IIH can make normal

opportunities for physical activity difficult because people living with IIH often experience low moods and anxiety in addition to their physical symptoms including fatigue, headaches and dizziness.

“Our research shows that many people living with IIH want to exercise more but are scared that certain movements, especially bending down and going on to the floor, could make their symptoms worse.

“This can be another huge obstacle for someone accessing new or unfamiliar activities.

“It was therefore critical for us to develop positive wellbeing opportunities that are reassuring to

the IIH UK community and designed with their condition specifically in mind.”

The videos feature Fionnuala Donovan, highly specialist physiotherapist for neurology outpatients at London’s Guy’s and St Thomas’ Hospital, whose IIH UK funded research identified the need for physical activity opportunities specifically designed for those living with the condition, and how exercise can have a positive impact for their overall long term wellbeing.

She added: “It was imperative that the content was relatable and achievable for the IHH community.

“So the videos feature manageable segments including a five minute warm up and cool down and 10-minute sections on cardio, strength, balance and core.

“ We also created a video specifically to aid relaxation, which included mediation and breathing techniques.

“All exercises are demonstrated by myself to offer reassurance and validation of the content, with ‘real life’ people who live with the condition exercising by my side.

“All exercises have seated options and provide opportunities to rest, with 30 seconds of exercise followed by 30 seconds of rest.”

IIH UK plans to use the content on its website and in conjunction with CIC Hope for the Community’s self-management and wellbeing programme for people with the condition.

Elevating your business: tips for new trainers

By Katie Bulmer-Cooke

AS A new personal trainer stepping into the dynamic world that is the fitness industry, the journey ahead can be both exciting and challenging.

While your passion for helping clients achieve their fitness goals fuels your drive, navigating the intricacies of running a successful personal training business demands a strategic approach.

Here are some invaluable tips to guide you on your path to thriving in the competitive fitness industry.

Embrace digital marketing

Invest time in understanding social media platforms and leverage them to showcase your expertise, engage with potential clients, and build a community. Consider attending workshops or enrolling in online courses to sharpen your digital marketing skills. Alternatively, outsourcing tasks like social media management to virtual assistants can free up your time to focus on client-centred activities and tasks. For me personally, hiring a virtual assistant in this area is one of the best things I’ve done. Not only has

it helped me stay consistent in the area of my business, it’s also helped me generate more leads and attract new clients.

Host seminars and group classes

Expand your reach and influence by organising seminars and group fitness classes. These events serve as powerful platforms to showcase your knowledge, connect with prospects, and foster a sense of community among participants. By offering valuable insights and actionable advice, you position yourself as an authority in your field while simultaneously attracting new clients. You can cover a whole range of topics, and your best inspiration for themes will come from the questions you are frequently asked, for example, ‘how do I get better at running?’

Prioritise continuous education

In the ever-evolving landscape of fitness and wellness, staying up to date with the latest trends, techniques, and research is non-negotiable. Invest in your professional development by attending workshops and conferences that enhance your

coaching skills and deepen your understanding of human physiology and nutrition. By continually upskilling, you not only elevate the quality of service you provide but also instil confidence in your clients.

Cultivate soft skills

While being good at designing workout plans and executing training sessions is essential, mastering soft skills is equally crucial for personal trainers. Develop your communication, empathy, and motivational abilities to forge strong connections with your clients and empower them to overcome obstacles on their fitness journey. By fostering a supportive and nurturing environment, you boost long-term client loyalty and satisfaction.

Networking

Establishing meaningful relationships within the fitness community can open doors to new opportunities and collaborations. Attend industry events, join professional associations, and engage with fellow trainers and wellness professionals. By networking strategically, you not only gain valuable insights and

knowledge but also expand your client base through referrals and partnerships.

Offer value-added services

Differentiate yourself from the competition by providing valueadded services that cater to the holistic well-being of your clients. Consider offering nutrition coaching, lifestyle coaching, or personalised fitness assessments to enhance the overall experience and results for your clients. By going above and beyond the traditional offerings, you position yourself on a different level.

Success as a personal trainer hinges on a variety of factors that go beyond the basics… being digital marketing savvy, continuous learning, interpersonal skills, and a commitment to delivering exceptional value. By implementing these tips, new trainers can start to navigate the challenges of getting started in the industry with confidence and build thriving, sustainable businesses that positively impact the lives of their clients.

n Katie Bulmer-Cooke is an awardwinning fitness trainer, speaker and consultant.

Grow your gym with a branded mobile app

THE average person has about 40 apps on their phone, comprising everything from banking to video games.

More and more, people expect to be able to manage their days using self-service functions of phone apps. Providing a mobile app for your members is not only convenient for them but provides a crucial avenue to build client retention for your fitness business.

Why apps work

In the tech world, companies try to make their products more “sticky;” in other words, how do you make a customer keep using your product and make it so integral to their life that they won’t want to cancel?

Apps are often one of the top ways product teams try to engage customers and extend their time as customers.

There are a few different ways that apps achieve company growth and retention goals:

1. Apps help you stay connected It’s harder and harder to get in front of your customers –whether it’s through email, mail, or social media. But apps can help you stay connected by sending relevant push

notifications. Consider using pushes to remind members that they have an upcoming class or to prompt them to sign up for a personal training session.

2. Apps help people save time Think about the times when you get an email which tells you to go to a website, where you need to remember a password and then verify your identity on another app. It makes you want

to never log in again, right? Compare that to the experience of opening an app you know well – a couple of taps later, and you’re able to do what you need to. In addition to the simplicity, apps also offer a level of convenience you won’t get elsewhere. You give members the ability to check gym hours while waiting in the line at the grocery store. By making client engagement quick and easy,

you’re more likely to have those clients engage.

3. Apps give you more opportunities

When you implement an app, you also get access to a wealth of data about your members. You’ll be able to see who is using the app and who is making purchases. You can use this information to fuel your outreach and try to engage people who haven’t been visiting or ask common gymgoers for referrals.

How to get a custom branded app

It’s clear that implementing an app for your business can not only aid in growing your business but also improve client satisfaction.

So, what’s next? EZFacility gym membership software can provide custom branded apps that integrate seamlessly with your other gym management tools.

When they all speak to each other, it makes it easy to schedule classes, manage members, and handle purchases and billing.

Physical activity sector bodies unite to drive industry standards

A SHARED mission to enhance industry standards has been announced as part of a landmark collaboration between the physical activity sector’s leading bodies.

As part of the development of The Active Standard, which is set to launch later this year, ukactive has been engaging with partners Sport England and Right Directions (which delivers Quest), and The Royal Netherlands Standardisation Institute and EuropeActive (which delivers the European FITcert Scheme).

Huw Edwards, CEO of ukactive, said: “Consumer demand for our sector’s services is growing across the UK and Europe as more people prioritise physical activity for their health and wellbeing.

“At the same time, our sector is determined to raise standards of health and safety, and inclusion, so that we can continue to grow and meet the needs of every community.

“We are therefore delighted to bring together our partners, Sport England, EuropeActive, Right Directions and NEN, to ensure the full alignment of The Active Standard with existing sector standards to support all operators

to improve consumer trust and confidence.

“Through this collaboration we can shape a brighter future for the sector by empowering operators in their pursuit of excellence.”

The Active Standard will be open to all ukactive operator members, whether from the private or public sector, free of charge as part of their membership.

The new standard has been tested through an extensive pilot scheme with representative operators from across the sector, supported by Right Directions.

Together, the partners have committed to support the alignment of The Active Standard with the sector’s existing standards

schemes, so that more organisations across the UK are encouraged to begin or progress their continuous improvement journey.

The partners have agreed to share expertise and resources in order to establish a stronger ecosystem of industry standards that caters for organisations of all types and sizes.

While each of the standard’s schemes will maintain their unique position in the market, the offer has been designed to be complementary, ensuring clear and supportive pathways for accreditation and improvement, dependent on the needs of the site and the operator.

Specifically, member operators which have achieved either Quest or FITcert accreditation will automatically achieve The Active Standard accreditation.

The Active Standard is a baseline accreditation for ukactive members. Member operators will be required to register their facilities for them to be assessed on a quality scale.

Acknowledging the different levels of knowledge and experience across the sector, some organisations will be able to evidence how they already comply while others will

be supported to work towards achieving accreditation to TAS. Once completed, TAS certificates can be publicly displayed and promoted.

TAS will support operators and suppliers in the public and private sectors to demonstrate effective compliance with laws, regulations, and other formal requirements, helping to strengthen resilience to reputational and operational risk and contributing to safer participation for consumers.

The launch of TAS by ukactive will see the partners working together to establish and promote a comprehensive framework supporting operators in the public and private sectors.

It means operators of all sizes will have improved access to guidance for compliance to the latest regulations and legal requirements for health and safety in the UK and Europe.

ukactive will be releasing more details of The Active Standard over the coming months. ukactive’s Standards and Legislation Committee represents the views of its members to ensure the timely development and dissemination of sector guidance.

Jay Worthy appointed Myzone’s new group CEO

JAY Worthy has been appointed group CEO at Myzone to steer the company through its next period of innovation and international growth, having previously been president of Life Fitness and vice president at Brunswick Corporation. After a series of global leadership roles across the industry, Jay led Life Fitness through a successful private equity transaction in 2019 before joining its former parent company, Brunswick, spearheading international expansion and new business ventures.

His strong track record of leading international growth and driving technology evolution and innovation  perfectly positions him to lead the next phase of Myzone’s global growth strategy.

He said: “I am incredibly excited to join the team at Myzone. I’ve used Myzone consistently for more than four years and am honoured to have the opportunity to lead a business that has supported my own wellbeing journey as well as hundreds of thousands of individuals around the world,

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through its unique, communitydriven wearable technology.

The move will see current group CEO David Stalker step into an advisory role where he will continue to support global expansion and networking projects.

In the short term, Myzone will remain focused on developing  MZ-Open, its ecosystem access for club members via Apple and Android smartwatches.

Longer-term, the Myzone leadership team will be focused on expanding the brand’s worldwide

reach and influence, supporting industry bodies, club operators and international governments in their bid to tackle the World’s inactivity crisis via connecting the world through effort and movement.

Myzone founder Dave Wright added: “I’m thrilled to welcome Jay as the new group CEO of Myzone.

“His extensive industry experience, not to mention his personal Myzone Hall of Fame status, uniquely positions him to lead the company through this next phase of growth.”

PSLT relocates to new warehouse facility

PSLT has relocated its warehouse to a new, state-of-the-art facility in Barrowford.

The move marks an exciting chapter in PSLT’s journey as they continue to evolve and expand their operations to better serve their customers.

The new warehouse, spanning 25,000 square feet, boasts modern amenities and a sleek office suite.

The upgraded space will not only accommodate PSLT’s current needs but also support their ambitious plans for future growth and expansion.

With this move, PSLT reaffirms its commitment to excellence and innovation in the field of

service and products to our valued customers.

“We are confident that this modern facility will enable us to further elevate our offerings and solidify our position as the premier provider in our industry.”

In addition to the new warehouse in Barrowford, PSLT will be upgrading its existing 20,000 square foot facility in Oswestry.

The upgrade is part of the company’s strategic efforts to accommodate the growing demand for its Core Gym strength equipment and the remanufacturing of second-hand gym equipment.

Huw Edwards

Is learning to talk healthcare’s language really the key to better integrations?

By Stuart Stokes

FOR leisure to be seen as credible in healthcare circles and to bridge the gap between health and leisure services, there’s an expectation that we need to learn a whole new lexicon and start talking healthcare’s language.

The Local Government Association’s guide: Sport and leisure – promoting health and wellbeing through public services* goes as far as to state that ‘health systems are complex with many different organisations leading on different parts of care … the culture and language used by health partners differs, making it important to be able to talk in health terms …

In order to successfully engage with these bodies, it is important to have a familiarity with the language and terms they use.’

I agree an understanding of healthcare’s commonly used terms is helpful for anyone in leisure providing health-related programmes and referral services.

For this, I’d suggest a visit to The King’s Fund, which not only provides a Health and Care Defined Jargon Buster, but also runs Health and Care Explained, an online course that unravels the

complexities and challenges of the health care system in England.

But does leisure need to go so far learning to talk the complex and often convoluted language of healthcare?

If you are a service provider, a leisure trust providing a fantastic cardiac rehabilitation programme for example, is it your responsibility to know the

difference between an Integrated Care Board and an Integrated Care Partnership? Or what patient and public involvement really means? I don’t believe it is.

Navigating where you sit within the fabric of the healthcare system and aligning with national health strategies, such as the Department of Health and Social Care’s Long-Term Conditions Strategy, is of course helpful.

But as a provider, as I touched on last month, what you ultimately need is a fantastic service and to be able to use data to prove its worth.

Tracking uptake and completion rates of your health-related programmes is crucial for demonstrating their effectiveness, indicating the programme’s ability to engage and benefit participants.

Let your successes do the talking and this will gain you support from stakeholders, including potential funding partners.

Utilising community spaces and resources for health-related programmes can also help to bridge the gap between health and leisure services in a meaningful language for NHS

partners, and promote community wellbeing.

The pace of collaboration with the NHS is already accelerating.

We host more than 320 schemes on our ReferAll platform, which equates to more than over 700,000 referrals.

With our digital integration, the path to accessing data about these referrals is clear.

Monitoring health-related referrals from the start transforms the way professional wellbeing services are being delivered.

It’s the way to prove your social prescribing and exercise referral programmes are not just a ‘nice to have’ but an essential service for a healthcare system that’s stretched to its limit.

With the right proof and the right promotion, the healthcare community will take notice.

Once healthcare knows how many people are going through your interventions and how they’re making a change, you’ll be talking the same language.

*https://www.local.gov.uk/ publications/sport-and-leisurepromoting-health-and-wellbeingthrough-public-services n Stuart Stokes is MD at software platform ReferAll.

Pulse Fitness unveils new hub for innovative research and development at headquarters

LEADING British fitness equipment

manufacturer Pulse Fitness has transformed the company’s headquarters into a dynamic hub for both potential buyers and groundbreaking research and development with its new state-ofthe-art showroom.

Pulse Fitness was thrilled to welcome members of the local community and operators to the grand opening of its state-of-the-art showroom gym at the company’s headquarters.

Located at the heart of the company’s headquarters in Congleton, this space will now serve as a dedicated space for ongoing research and development.

The showroom gym will function as a live testing ground, allowing Pulse Fitness to gather valuable insights and feedback from users. This customer-centric approach will enable the company to continuously enhance and refine its machines based on real-world usage and user preferences.

Dedicated to shifting the approach in product evolution, the space will allow the Pulse Fitness team

Stuart Stokes

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