Work Out November 2011 by Script Media

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November 2011

The UK’s No 1 fitness industry magazine

Call for tax breaks for gymgoers By Christina Eccles REGULAR gymgoers should be given tax breaks to reward their commitment to living a healthy lifestyle, it has been claimed. James Shillaker is a director at Incorpore, which runs Gymflex – a programme which works by companies paying upfront for gym memberships and employees then having the price deducted monthly through their salary, choosing to be a member of whatever gym is most convenient from Gymflex’s network of 2,500 clubs. And James believes if the UK introduces a proposed ‘fat tax’ on unhealthy foods in order to combat the obesity epidemic, then the reverse should apply to people who go the gym – meaning they could gain financial rewards for exercising regularly. He explained: “At the moment there are only two tax break benefits – childcare vouchers and the cycle to work scheme. “But the government has created a massive initiative to tackle the obesity crisis, so it seems logical to have a tax break for people who pay gym

memberships through their salary. “It seems crazy that when the government is putting such an effort into tackling obesity, it is not giving tax breaks to something which is getting people fitter.” James told Workout he thinks the industry would ‘embrace the idea wholeheartedly’ as it would mean cheaper prices for members without the clubs losing any of the revenue themselves. He added: “It is a wonderful way to encourage people to join a gym. To get a tax break in the possibility of a double dip recession, could see many more people keeping their gym memberships or joining up. “We have a network of 2500 gyms and about 250 very large companies already use it. But I know that if the government gave tax breaks, the take up would massively increase. “Everyone in the industry believes this would encourage more people to join a gym, especially in this price sensitive climate.” Do you agree with James’ comments about tax breaks on gym memberships? Send your views to ce@whpl.net, contact us on Twitter @WorkoutUK or call the Workout newsroom on 01226 734463.

No 218 £3

Hundreds unite at event

Independent gym owner Michelle Matthews rubbed shoulders with retail guru Mary Portas at a networking event in London. Michelle, who runs Ladies Only Ltd in Rochdale, joined other small business owners from around the country, who heard a speech from Mary urging them to compete with the big corporations in their sector by focusing on service and customer care. Full story, Page 3

HUNDREDS of independent gym owners gathered together at this year’s Leisure Industry Week for a day dedicated to helping them improve their businesses. Independent Operators Unite returned to the show for a third successful year, kicking off with seminar sessions on how gym owners can make the most of secondary spend opportunities and why the FIA’s Code of Practice can help them raise their game. A packed afternoon session included the first ever UK presentation from American fitness guru Thomas Plummer who urged operators to look closely at their business models and change them where necessary before it’s too late. The day drew to a close with a club owners’ forum – giving delegates the chance to question a panel of independent gym owners on what it takes to run a successful club. An evening networking event at the Hilton Metropole then gave visitors the chance to network and share ideas with each other as well as enjoy food, drink and entertainment laid on by organisers. For a full round up of IOU news see inside.

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When Mary met Michelle ... By Christina Eccles A LADIES’ only gym owner gained some top tips on how to improve her club when she met with retail expert Mary Portas. Michelle Matthews met Mary, who is championing the revitalisation of the UK’s town centres, at a networking event in London after winning a place at a retail skills workshop run in conjunction with the National Skills Academy. Michelle, who owns Ladies Only Ltd in the centre of Rochdale, first became interested after seeing another local business appear on one of Mary’s TV shows and wondered if she could pick up any tips. She explained: “One of the episodes of Mary’s show came to a hairdressers in Rochdale town centre and at an event for local businesses to promote these workshops, the hairdresser who was on the programme did a presentation about his experiences “The main reason I went was curiosity. Her programme had mostly focused on shops but the hairdressers was the first service provider.” At the event, Michelle discovered

there would be a local authority subsidy available to attend the workshops and after going through an interview process, won a place. Although they were focused on retail, Michelle added she picked up some great advice which she could apply to her business including how to layout secondary spend products in the most effective way to get them noticed by members. Following the workshops, Michelle was invited to actually meet Mary at a drinks reception in London and she told Workout how much she had enjoyed the event. She added: “It was really useful. Her philosophy is small businesses will always compete with the big boys because of the levels of customer service they offer. “She said do not try and compete on price. If you offer excellent customer service and experience, put your personality into what you do and if you do something unique, people will come back to you. “It was really exciting. I prepared a letter for her to take into account what my issues are as a business in the town centre and since then she has written to me saying she will do what she can for

Michelle with Mary Portas independent businesses.” Michelle has now urged other independent gym owners to follow Mary’s advice to ensure they can keep up with the competition. “Town centres are never going to be what they used to be, so the message is even stronger. “People won’t have the same experience online they will get if they go into a really well staffed business. “We all need to promote that and make sure our staff understand the importance of customer service.”

Leisure Trust boss to stand down CHIEF executive of Oldham Community Leisure, Ian Kendall, is to step down at the end of the year. The leisure trust operates 14 facilities on behalf of Oldham Council and following his resignation, Ian plans to take some time to consider future projects. He said: “During my eight years at OCL there have been many highs – and some lows – but overall it has been a fantastic experience. I have been lucky to work with a tal-

ented bunch of people who have made a big impact on the community’s health. Over the years I have recognised that at OCL we don’t sell sport, we sell health improvement. I am choosing to step down now to allow a new team to focus on retaining the Oldham partnership, by building on what has already been achieved. I feel the time is right for the team to influence their own direction of travel.”

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Michelle outside the gym

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Katie Price

Picture: Featureflash/Shutterstock.com

Famous faces can boost your profile By Christina Eccles GYM owner Sol Gilbert has advised other operators on how to make the most of branding and publicity opportunities which could promote their club. Sol, who owns ZT Fitness in Brighton, joined a panel of independent gym owners at this year’s Independent Operators Unite event – speaking to IOU members about the ups and downs of running a successful business and answering questions from the floor. Sol, himself a professional MMA fighter, counts famous faces such as Katie Price – aka Jordan – and Alex Reid among his clients and told delegates that having someone well known train with you can be a great way of boosting your profile. He said: “If you get anyone in the

public eye in your club, make sure your branding is really switched on and that they are wearing your T shirts.” Sol also explained how the internet can help to raise interest in your gym and how different forms of media are useful to get the word out about a facility and what it has to offer members. He added: “Social media is one of the best ways of maximising exposure. I’ve also always liked making videos so I record workouts and put them on our website. “It is time consuming but I always set myself that bit of time to do it.” Who is the most famous face you have spotted in your gym? Have you ever used a celebrity member to help promote your club? Let Workout know by emailing ce@whpl.net or contact us on 01226 734463.

Zumba added to gym timetable A SURREY gym and spa has improved its offering by adding new therapies and fitness classes, including the ever popular Zumba. The Amarna Spa at Lythe Hill Hotel has added Zumba to its timetable to complement its existing offering, which includes yoga, pilates, legs

bums and tums and circuit training. The spa has also expanded by offering guests access to physiotherapy, a Bio-signature consultant to help aid weight loss and a wellbeing life coach, who hosts a weekly Live the Life of Your Dreams workshop.

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Michele, 47, completes first Miss Figure final Leisure centre organises 0ver-70s’ football match A SOMERSET leisure centre organised a football match with a difference – especially designed for the over 70s. Staplegrove Active Living Centre, operated by leisure trust and social enterprise Tone, staged the event, where all players were aged between 70 and 100 and remained seated in their chairs – using their legs and arms to pass the football. Two seven-a-side teams competed for 15 minutes at a time before resting and swapping players if necessary. The match lasted for a full hour and 18 players took part. Active lifestyle co-ordinator Louise

Bulmer said: “We do a lot of work with older people who require chairbased exercises that help them remain active, yet are physically manageable and comfortable. We’ve had great success with our seated badminton so I investigated which other sports could work well from a seated position. Football may not seem the most obvious but with a bit of creativity it works really well and has proved very popular. The participants develop their teamwork skills as well as their cardiovascular fitness and coordination. It also introduces light strength training in arms and legs.”

By Christina Eccles

ing field for us OAPS!

GYM owner Michele Elizabeth has successfully completed her first Miss Figure final – placing in the top 12 competitors. Michele, who owns ladies’ only gym Felines in Burton on Trent, competed in the British Natural Body Building Federation Miss Figure finals, which took place in Glasgow. She said: “I didn't come top three but was still in the top 12 – not bad for a first time – the other competitors were much younger than me, I'd say the eldest was around 32 and as I am 47 there is no way I could really compete against ladies that much younger.” Michele also said that as the men’s categories represent a much wider age range, she would like to see the women’s follow suit. She added: “As the number of women who compete is quite small by comparison we all get lumped together so it’s a bit of an unfair play-

“It is recognised that age is a disadvantage in the Miss Figure category because of the way your skin loses its tone as you get older. “The organisers did say that as the category had growing support next year they would follow the Americans and introduce an over 35's class. “If this is the case then I will compete again but if not then I will find another competition to take part where age is considered.” Michele added being involved was a great experience, which generated useful publicity for the club, and as a result she has had many women asking for nutritional advice. Michele told Workout she would be happy to advise other readers on their training techniques. If anyone wants to get in touch with her, let us know and we will pass your details on.

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Secondary spend key to success By Christina Eccles INDEPENDENT gyms have been urged to make the most of secondary spend opportunities in their clubs. Leisure and Fitness Exchange’s Graeme Hinde told gym owners at this year’s IOU event they should think of themselves as supermarket shelf stackers – keeping products on display for members to see and making it as easy as possible for them to buy. He advised delegates to look at possible income streams such as personal training, supplements and food and drink products and how they could fit them into their club. His top tips included: Use personal trainers to help sell other services in your club – if people can afford to spend on PT, they can usually afford to spend on other things. Stock healthy convenient snacks which people can eat on the go – at one health club in Liverpool, the best selling snack is a banana,

which the club sells about 30 of a day at 80p each. Sell clothing with your branding on such as T shirts and hoodies – also a useful way of promoting your club around town. Offer weight management sessions – people come into be weighed and get advice on their diets. You may also be able to suggest other supplements or food items which would suit them that are available in the gym. Beauty services – including offers such as a nail bar or a hairdressers can be an effective way of generating extra money. If you have available space, you could also rent it out to professionals offering these services. Stock a basic line of sports supplements, bottled water and energy drinks. Make up protein shakes in your club – one independent gym makes £30,000 per year on protein shakes as there is potential for a good mark up. Don’t try to go too mad – make products affordable and easy for members to buy.

Swansea Wheelers get in a Spin at the LC

Cyclists in saddle at disco studio A SWANSEA gym gave a local cycling club the chance to enjoy training with a twist by taking part in its new disco Spinning sessions. The LC hosted members from the Swansea Wheelers who joined club vice chair Jason Kostromin and health and fitness manager Dean Owen, who put them through their paces disco style. The new spin studio at the LC has been decked out with disco lights and a state of the art sound system, blasting tunes loud enough to keep motivation high during the workout.

LC general manager Nic Beggs said: “The LC has always been very proactive in supporting local clubs and teams, so it seemed a no brainer inviting the Swansea Wheelers along to try out our new disco spin studio. “People tend to think of spinning as a sweaty activity and very hard to do, and although it is a good workout, in reality it’s something for all levels of fitness to enjoy.” The Spinning classes have proved so popular that the gym has had to add more to its timetable – with 24 classes per week now taught there.

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Expansion boost for gym users A PLANNED expansion at Barnsley’s Metrodome Leisure Complex will benefit gym users significantly, according to operator Barnsley Premier Leisure. Work is already underway at the centre’s fitness suite to create a stateof-the-art gym which will cover two floors and include more equipment. A brand new studio has also been developed, which will increase its capacity for classes. Head of business development Steve Roberts said: “We are always striving to provide the best possible leisure and fitness access facilities for the local community and this refurbishment will do just that. “The refurbishment will further increase our offering to our fitness members which is something that we are committed to doing.” The new fitness suite is due to open in January and all existing equipment has been moved to the club’s studios to cause minimal disruption to members while the work is carried out.

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New equipment team to focus on service and customer care By Christina Eccles A FOCUS on service and good customer care will help an equipment company establish a strong position in the UK market, according to managing director Jamie Burton. Spirit Fitness is a 30-year-old American brand, which has recently been launched into the UK by a distribution team headed up by Jamie. The equipment manufacturers are based in the Far East and Jamie said while the relationship with them is close, it is not solely concentrated on profit, allowing them to focus on making the business the best it can be. Jamie, who is best known in the industry for forming Johnson Health Tech in the UK before selling his shares in 2009, told Workout the goal is not to be the biggest company out there – instead they are looking to focus on becoming the brand which is recognised for quality and customer service. He explained: “Our relationship

wheel. It’s about being consistent with our strategy and levels of customer service. People want a good product, consistency and trust and our business is built on that.” Jamie added although a recession may not be seen as the ideal time to start up a company, he believes the experience of their team will make the venture work. He added: “I’ve been with a large corporation before and a new start up is challenging. “But we have a lot of experience and although we are a new company, we are not new people to the industry. Jamie Burton with the equipment manufacturers is very close but not driven by sales figures. We shouldn’t hide behind the fact we want to turnover a profit, but that investment goes back into customer service. “We are not trying to reinvent the

“We have combined industry experience of about 60 to 70 years across the workforce. Some people might say why set up a company in a recession, but for me there’s no better time.” The company is also supporting this year’s National Fitness Awards and has sponsored the best ladies’ only gym category.

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Warning to coaches amid tax crackdown PRIVATE tutors and coaches have been urged to check they are paying the correct amount of tax, following a crackdown by HM Revenue and Customs. The Tax Catch up Plan has been designed for people providing private lessons, such as fitness or dance instruction, who profit from this tuition but have not paid the correct tax because they have not told HMRC about it. Under the plan, tutors and coaches have until March 31 2012 to come forward and tell HMRC about their outstanding tax for the years up to April 5 2010, and pay what they owe. Those who come forward by the deadline are likely to receive the best possible terms for paying the tax owed – if they have to pay a penalty, it is unlikely to be more than 20 per cent of the unpaid tax. But those who wait for HMRC to come to them will find that they have to pay much higher penalties, or even face criminal prosecution. After March 31, using information pulled together from different sources, HMRC will investigate those who have chosen not to come forward. Head of campaigns Marian Wilson said: “Our campaigns are designed to ensure tax is paid so that the money is available to spend on public services used by everyone. “We are making it as easy as possible for people offering tuition and coaching to use this unique opportunity to put their tax affairs in order by making a full disclosure, and benefit from the best possible terms. “We are using various intelligence sources to identify and then target those who do not take advantage of this opportunity to declare their full income. The message is clear: contact us before we contact you.”

Trainer to the stars Doug Robertson has created a new app to help users get the perfect bum. Pilates instructor Doug, who works with celebrities including Abbey Clancy and Tess Daly, pictured, reveals how to get in shape with a series of downloadable videos, available from iTunes. Picture: Alexandra Glen / Featureflash

New manager Tom heads up South East region

Tom Fairey

ALLIANCE Leisure has a new business development manager – Tom Fairey. Heading up the South East region, Tom will work closely with local authorities, leisure trusts and educational establishments to explore the most efficient and innovative ways to convert underperforming sites into thriving, sustainable revenue drivers. He said: “It is an exciting time to be joining Alliance Leisure; not only is the business extremely dynamic, but the team are at the forefront of innovative leisure transformations. “Local authorities are under more pressure than ever to maintain service provision and standards despite shrinking budgets, and I feel that Alliance can play a truly valuable role in helping them achieve this.”

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Gyms mark first national fitness day with activities THE entire industry came together to celebrate the first of what will be an annual event devoted to health and fitness. A number of clubs around the country laid on activities to mark National Fitness Day, which is designed to encourage people to think about getting into fitness and give them taster sessions to kickstart their new healthy regimes. One of the most popular features of the day was the ‘empower half hour’ at 12pm, when over 10,000 people across the country took part in an exercise class. Gyms which got involved included Fit4less in London’s Tower Hill, which held an outdoor fitness class against the backdrop of landmark Tower Bridge. Burn it Bootcamps in Scotland also opened up all its camps to the public, offering free entry on the day to attract new faces. National Fitness Day was spearheaded by the énergie Group and supported by the Fitness Industry Association, with any donations raised at events on the day going to the Teenage Cancer Trust. Chief executive of the énergie Group Jan Spaticchia said: “This is going to be one of the most important dates in the fitness calendar and

we hope the entire country will get behind and celebrate year after year.” CEO of the FIA David Stalker added: “If exercise was invented today, it would probably be promoted as a ‘wonder product’ because it leaves you feeling good, looking good, but above all it does you a world of good.

“That is why a National Fitness Day is so critical to raising consumers’ awareness that not only can a more active lifestyle reduce the risk of over 20 lifestyle diseases (including the nation’s number one epidemic, obesity), but exercising can be fun and a great thing to do with friends or on

your own.” National Fitness Day will set a marker on the last Friday in September each year for the nation to review its level of fitness and nutrition. Next year’s event will be held on Friday September 28.

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Victoria Branch

Steve Harrison

Double promotion at training company PREMIER Training International has promoted two members of staff – Victoria Branch and Steve Harrison. Victoria, former global marketing manager, has become sales and marketing director for the company, while Steve has been promoted to the new position of national lead tutor. Victoria said: “I’m extremely passionate about the fitness industry. What I love about my job is the variety, the people and the opportunity to make a difference. “My clear objective as sales and marketing director of Premier

Training International is to ensure the company remains a robust and profitable business and maintains its position as the market leader of innovative health and fitness education.” Steve added: “I’m thrilled to have started my new role and can’t wait to get stuck into maximising the impact Premier has on the fitness industry. We’re already well established but we have a lot planned over the next 12 months to ensure we stay ahead of the game and maintain our position as leaders in education for the health and fitness sector.”

Mystery shoppers provide vital facts for fitness facilities By Dominic Musgrave USING mystery shoppers is crucial for fitness facilities to improve and can have a dramatic effect on income, it has been claimed. Speaking at the LIW conference, Dave Monkhouse from Dave Monkhouse Consulting and Caroline Constantine, a director of Right Directions, told the audience that a combination of family and friend and an external company is often the best way. Some of the suggestions put forward included ringing the receptionist prior to the visit to see how quickly it is answered, using the customer toilets instead of staff ones and joining the back of the queue waiting to get in to hear what customers are saying. Dave added: “Gym operators need to think about what makes things bespoke about the way you run your business

and, if you run several sites it is always a good idea to get teams to either ring or visit the other sites. “All staff should also walk the building and use the front door, and listening to what customers are saying can also give you a lot of information. “It is also a good idea for staff to use the facility as if they were a customer to find out what it feels like to not get any eye contact from the receptionist or hear customers complaining about how long it is taking. “The key is to talk to staff, sitting down with them and finding out what difference they want to make to the service. “People who have worked somewhere for between five and 10 years know what needs to change so are good to use for mystery visits.” The pair revealed that out of

75 swimming pools visited last year they had managed to get into 72 without paying, which, with the right system in place, could equate to an extra £500 income a week. Dave added: “As a sector one of the things we struggle with is feedback, but for the one person who has been bothered to tell you something or write it on a form there are probably another 10 who have walked away. “It is very good to get mystery visits done so you can learn more about your staff. “You can also guarantee that we will turn up at the worst possible time when the manager and the best staff are not there. “We can really make a difference and the cost spent can soon be made up on your bottom line with staff retention and member attrition.

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Gyms urged to change business models AMERICAN fitness guru Thomas Plummer has warned independent gyms to change their business models before it’s too late. In his first ever UK presentation, Thomas urged a packed room of independent operators to address the way they make money and deal with members while they still have chance. Thomas, who was speaking at the Independent Operators Unite event at Leisure Industry Week, has over 30 years’ experience in the fitness industry and has seen many trends come and go in America. And he revealed if British clubs don’t take action soon, it’s only a matter of time before the pitfalls which damaged clubs in the US reach them. He explained: “Chaos is coming here and it is coming very soon. The fitness industry is in a chaotic state, with $9 [per month] gyms opening in the US. “Unless you change the basis of your business model, you will fail.” Thomas claimed most gyms have the wrong assumption about their members – that each person is replaceable – but urged them to think about what would happen if there were no more new members available to sign up. According to him, many clubs are

stuck in a membership cycle of sell – lose – replace – repeat but if they were to change this model to one which generated more money from existing members, rather than constantly relying on getting new ones, they could perform much better. He added: “If I get results, I will stay longer and pay longer. The member is not replaceable. The number one reason why members leave is because they are not getting results.” One of the biggest changes in the American market has been the emergence of the budget club model, offering rock bottom prices – something which has also recently arrived in the UK. But Thomas told delegates that as competing with them on price is not an option, a renewed focus on customer service could help independents protect themselves. “Any trend that goes on for three months or more is your new reality. Change the model before it gets too late. “Within five years, they are coming. If you want to protect your clubs, you better start taking defensive lessons. You have to change your business plan because what you are doing is not sustainable. “We have clubs in the states selling three dollars a month member-

ship. When you compete on price, it’s not defensible. When price wars start over here, there are no winners. “The only defensible position is getting the most results for the most members. You have to learn to make more money from fewer members. There are not enough to go around, so you want a higher return per member. “If you are the only budget club in town, you will have a good year. As soon as someone copies you, someone’s going to fail. “In the US, one town had 82 competitors in five years. Most of you are lucky rather than good. “Independents will rule the world – they are the future of fitness – but you have to change the game and change the way you make money.”

Thomas Plummer

Thomas’ top tips to improve your business model: Think about the ‘power of eight’. Focus on any member who drops below eight visits per month as they are the ones who are in danger of leaving. Don’t discount – when you discount, you kill the credibility of your service to clients. One of the main reasons people leave is because they don’t know what they are doing – put workouts on the wall to help them.

Have two separate sales teams – one for memberships and one for training. When you spend time with a potential client, slow down the process – spend an hour and a half with each person. Give every single member 30 days of group training. Market your club by offering new members 21-30 day trials, rather than a free one day pass. This gives them time to get to grips with your facility and start seeing results.

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Seb unveiled as ambassador for IMSPA SEBASTIAN Coe has been named as an ambassador for the new Institute for the Management of Sport and Physical Activity, in recognition of his contribution to the sports and physical activity sector. It is hoped the announcement will boost IMSPA's membership drive and the launch of its partnership packages. IMSPA CEO Sean Holt said: “We are really pleased that Seb has taken on the role of ambassador for IMSPA, recognising the importance of the institute in professionalising our sector. Delivering the Olympic legacy by developing the sector's workforce is one of our core objectives, so it’s fantastic to have Seb on board.” Existing partners include DC Leisure, Lifetime Training Group and the Amateur Swimming Association.

Going green ... BOSTON Borough Council has invested over £70,000 in new energy-saving fitness equipment, uniquely designed to provide savings in electricity consumption and greatly reduce carbon emissions. The install includes a 50 station fitness suite at the Geoff Moulder Leisure Complex in Lincolnshire, as well as group cycles, freeweights and resistance machines, all supplied by Pulse Fitness. Principal leisure services officer Dave Horry said: “We are delighted to be able to announce our investment in green and inclusive fitness technology. “Not only will this allow us to make cost efficiencies it allows us to reinforce our commitment now and in the future to be offering the best possible fitness solution for the local community.”

Budget gyms should focus on high value By Christina Eccles INDEPENDENT gyms which change their business model into a budget offering need to position themselves as high value rather than low cost, according to a successful club owner. Declan Ryan transformed the fortunes of his ailing club – Active4less in Stevenage – when he flipped it from a traditional gym into a budget one in 2008. He lowered prices from £32 per month to £12.95 and maximised every inch of space to fit in as many members as possible. The risk paid off, with Declan now having 3,700 members compared to the 700 he had before. At a dedicated budget clubs seminar, organised by the FIA with support from Precor, he advised delegates on how independent clubs who are thinking about switching to a budget model can make the most of the opportunity and why they should think of themselves as offering something which is high value rather than low cost. He said: “Independents need to wake up to it – this is an opportunity for them. I am now more sustainable than I was three years ago. “I moved from a full service club to a budget gym but as an independent operator, I didn’t want the club to become soulless and boring.” To be a high value independent club Declan recommends: Adopt a simple low entry cost. Don’t exclude growth areas in the fitness industry such as small group

training, functional exercises, lower cost membership, technological advances and Zumba. Focus on filling surplus capacity – most members want to belong to a thriving busy club. Offer what members enjoy and try not to exclude segments of the population. Look for a simple, low cost method to add value such as a group seminar programme. Use the group seminar programme as a sales platform for secondary revenue. The club also charges an annual club enhancement fee of £17 to each member, which is used to upgrade facilities. In the last four years, this has allowed Declan to invest about £150,000 into improving the gym. He added: “High value works because most clubs are not operating at anywhere near capacity nor delivering results. If this was not the case, clubs would not put so much focus on selling new memberships. “I’ve now got five times as many people using the club. I’ve not sunk any other club in the area and have brought new people in. “People knock budget clubs but all they did was make the industry wake up and realise it had been overselling and underdelivering.” *For more on budget clubs look out for the next issue of Workout where we will be including other news from the seminar and taking a closer look at Ray Algar’s new global low cost gym sector report.

Brand extends into Stockport A NEW budget gym has opened in Stockport under the Fit4less by énergie brand. Features at the club include a fully air-conditioned cardio theatre and free weights area and personal training and fitness classes are also available at an extra cost. Brand and marketing director at énergie David Beattie said: “The Fit4less brand is increasingly popular amongst investors looking to capitalise on the surge in demand for affordable quality gyms. We have one of the best established models in the world, which is a proven success across multiple sites in the UK. “The support network from marketing to training is giving our franchisees all the tools necessary to see memberships come in even before the doors open as well as drive sales to meet and exceed targets.” To get new members through the doors, the club is also offering a lifetime membership of £9.99 a month for the first 100 members and a standard membership package at £17.99 per month.

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An action-packed day of seminars and the annual networking party attracted hundreds of independent gym owners to this yearâ&#x20AC;&#x2122;s Independent Operators Unite event at Leisure Industry Week. Workout caught up with creator Dave Wright.

Action-packed IOU event proves a winner How did IOU go this year? It was an extraordinary day once again with some very well-attended sessions with some helpful and healthy debate after each session. Comments that the FIA/IOU is going from strength to strength with the calibre of the speakers and the amount of attendees. The party was particularly well organised and probably the best party ever ran. What was your highlight of the event? Thomas Plummer coming and speaking as a favour. There is great concern and debate about the low cost sector and he was able to talk about the future of the industry based from his learnings of the American market. It showed great promise and potential for the independent operator on how they can compete with the huge budget clubs and ways to focus and ultimately help the end user by getting them results.

What worked particularly well? We elected to have the seminar sessions within the trade show floor which meant that club owners were able to not waste too much of their time walking in between seminar rooms and the trade show floor. This meant that many of the suppliers were quite happy because they saw an increased attendance on the trade show floor with club owners willing to purchase equipment. The same went for the party. As many of CFM clients were put up for free in the Hilton, we didnâ&#x20AC;&#x2122;t want them to travel too far into town, so we elected to have the party at the Hilton direct. This proved an absolute success and many people continued on partying through to 5am without having to travel anywhere. What sort of feedback have you had? The one feeling and feedback is that the FIA/IOU has grown from year to

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year. There have been many club owners wanting to apply for the board of the FIA representing the independent operators and those that thought that it was just going to be a `fad’ have been proven wrong. Many suppliers have also wanted to heavily get involved to improve their offerings to the FIA/IOU members which is terrific to add value to that section of the market. How did the party go and how many people attended? I’m not sure what the count was, but I would imagine that it was close to 800 people with free spirits, wine, beer and soft drink. Certainly people loved it and UBM went to a lot of trouble creating an atmosphere that was electric. Not only was there a mechanical surfboard, but there were also Trixter bikes hooked up to the MYZONE system with competitions on who could put the most effort in whilst cycling. This year with the support of the sponsors there was a dedicated VIP area that was a tribute to those companies that are prepared to support their clients. This separate VIP area proved a great success and all the companies were acknowledged for their support with their own dedicat-

ed tables and even cupcakes with their company logo on them. How do you think you will improve the event further for next year? It will certainly be held at the Metropolis again and the sessions worked really well being within the show floor. One thing that could be improved is the attendance of other independent operators from around the country. There are over 2,000 independent operators yet only 300 or so attended. Those that missed it, didn’t realize the gold that they missed. Thomas Plummer typically never speaks unless he’s being paid over $15-20,000, yet he shared his wisdom in an hour’s session that absolutely captivated the audience. The year ahead will grow from strength to strength and I can imagine next year being the biggest by far. Now that club owners realise that it’s not a profit organisation, but one that has genuinely been put together to help independent operators out with greater savings, improved business sense and greater connections to make more money and help more members achieve their goals. 2012 will be electric!

The IOU seminars were well-attended and generated lots of healthy and helpful debate

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New Quest assessments ALL leisure facilities aiming to achieve the Quest mark are now being assessed against a new and improved framework. The launch follows on from pilot assessments at Flitwick and Bridport Leisure Centres, plus a trial of the new one-day Quest Entry assessment at some of Hertsmere’s leisure facilities. As a result of the pilots, several adaptations were made to both the content and the report template, to ensure a more efficient and streamlined assessment. Quest Stretch, an advanced award designed to challenge sites that have already achieved an ‘excellent’ rating and wish to push themselves further, is also due to be launched later this year.

New express workout debuts POWER Plate has launched a new express workout designed for time poor gym users. The 20-minute, high intensity acceleration training circuit utilises the Power Plate machine and new PowerBIKE. The system includes two Power Plate machines, two powerBIKEs and a ‘traffic light’ for guidance on when users should move to the next exercise or phase.

UK FITNESS SCENE

Health club says thanks as it comes of age A HEALTH club in Fife celebrated a milestone birthday with a free party for members and their families. To mark its 21st birthday, the Picture of Health club and spa at Keavil House hotel, put on an event to say thank you to members for their continued support. As well as a day of entertainment and activities, such as children’s pool parties and an afternoon tea for older members, the event also included some special prize giveaways. Some of the club’s younger members helped to release 21 red balloons into the wind with prize tags attached. Each balloon offered members of the public who found and returned them, a complimentary gym and spa day, plus entry into a further prize draw to win a free year's membership. The club also ran a competition for any local people who turned 21 on the same day to be entered into a draw to win a free year’s membership and an overnight stay for two at the hotel. The lucky winner was Sarah Watt and with the competition also making the front page of the local newspaper, the idea generated priceless publicity for the gym. The day culminated in a 21st birthday party in the hotel where members and staff enjoyed complimenta-

Leisure club manager Jill Saunders presenting competition winner Sarah Watt with her prize of a free year’s membership. ry drinks, canapés and buffet. Leisure club manager Jill Saunders said: “It was a fabulous fun filled day and night enjoyed equally by the staff, members and their families alike. It was an opportunity for us to recognise our members’ loyalty and to say a very well deserved thank you for continually choosing us as your fitness provider.”

The response to the celebrations was so good the club created another special friends and family offer where members could invite people to join them on a 21 consecutive day pass for £21. Inkeeping with the ‘21st’ theme, the offer ran until October 21 and in that time the club welcomed over 50 new faces through the doors.

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Cross training – fitness fad or here for the long haul? AT least 60 per cent of the world’s population does not get sufficient exercise a 2011 UK health and fitness report has identified. There are so many contributing factors to this but a major obstacle for people is variation and education in their workout. Indeed many gymgoers find themselves disengaging with workout routines after a four week period simply because of their dissolution to the amount of effort they must put in vs. the results they get out. However there’s now a relatively new method of training sweeping the globe that I feel will pave the way for a new approach to physical exercise. We live in a world today where ’15 minutes of fame’ can be applied directly to most people and practices in life and I feel that the same can be said about fitness regimes. So this got me thinking about this ‘latest and greatest fitness regime’ that we’re currently putting an Escape Fitness twist on: cross training. The art of cross training is simple – constantly varied, high-intensity, functional movement. Sound familiar? It’s basically the art of moving, and moving well. A direct relation to all of the techniques we should master if we are to live a long and healthy life or indeed a life where we will be competing in sport. The main question we had to ask

ourselves when we decided to develop the cross training principles was what sets this regime apart from all of the others before it? It’s simple; this programme is designed to elicit as broad an adaptational response as possible meaning that there is no ‘key’ user, no ideal fitness fanatic. This training method can be applied to male, female, young, old, healthy and even for rehabilitation purposes. The cross training programme was developed to enhance an individual’s competency at all physical tasks. The scope for exercises you can use in cross training are limitless and can include functional equipment such as the TRX, Kettlebells, SteelBells etc which can also be used in an unlimited amount of exercises, the only limitations is the imagination and knowledge of the trainer. In fact, it isn’t just us looking at functional fitness – check out the latest report from Reebok’s international master trainer Steve Barrett: “Well, firstly 'cross training' is one of the few methods of training that I think the population universally understand – many methods of training such as 'core' and 'flexibility' have an air of mystery but if you ask Joe Public what cross training is most of them can give you a pretty good explanation of the concept, they usually say something like this,

“it’s a combination of strength, CV and flexibility”. For me cross training is what you do when you are training for optimal health and physical versatility, the effects of which are all measurable by improved all round dynamic strength, cardiovascular strength and endurance and a good mix of flexibility and mobility. So basically cross training is what the 99 per cent of us should do most of the time unlike the other one per cent who get paid to have a body that is 'fit' for a very specific purpose. Cross training is here for the long haul, especially now that the A.C.S.M have significantly revised their exercise prescription guideline for the first time in over a decade and that it now encourages people to perform the types of strength, balance and agility exercise that are the heart and soul of cross training. For gyms and health clubs that want and need cross training, my advice to you is to look at your 'space' differently – 'classes' don't have to only happen in studios, so it could be that a cross training space on the gym floor will bring the entire club to life by using it for 25/30 minute group sessions. Not only will this make circuit training visible to a wider range of members but it can also spark an interest in secondary spend items such as PT and small group training.”

Registrations up by 8%

Jean-Ann Marnoch

THE number of registrations on the Register of Exercise Professionals is up eight per cent on last year, according to the latest figures.

Registrar Jean-Ann Marnoch said: “Next year REPs celebrates its 10th anniversary and what better way to mark a decade of the register than with such positive figures.

The news follows the findings of the 2011 REPs’ customer satisfaction survey which showed more than eight out of 10 registered instructors are satisfied with the level of customer service the register offers.

“This is a difficult time economically for us all and to have such a tangible vote of confidence from our members in terms of their registration and re-registration is fantastic.”

Matthew Januszek Steve’s words certainly provide food for thought, Move around, get functional and most importantly add as much variety to have fun as possible. That way there’ll be no more counting down the clock – you can lose yourself in your workout and have fun, whilst getting fit! Isn’t that more of a draw for your customers than the same routine, each workout? If you haven’t already received one of our brand new brochures then check out www.escapefitness.com/brochure and get your essential guide to functional fitness right now. You owe it to yourself and your members.

Deal struck KEISER UK has become an official supplier to the British Athletes’ Commission. The deal offers all BAC members savings on Keiser UK equipment as well as a range of special offers. Elite athletes club manager Ian Rose said: “We are delighted to be working in partnership with Keiser UK to offer our members’ equipment which is not only high quality but also innovatively engineered to improve performance in a truly functional way.”

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Training process streamlined AN online survey has been launched to streamline the process training providers must complete when delivering courses and qualifications. Sport and active leisure companies currently apply for endorsement or approval from one of two organisations, according to their sector and business needs. SkillsActive, the sector skills council for active leisure, learning and wellbeing, is responsible for endorsing continued professional courses, workshops and seminar content as well as providers in health and fitness and playwork. Meanwhile, SkillsActive’s National Skills Academy for Sport and Active

Leisure approves providers across various subsectors and brokers training solutions with employers on their behalf. SkillsActive’s endorsement manager Tom Bell said: “The current system means some providers have to go through two application processes to meet their needs, which can be confusing. The Skills Protocol Employer Leadership Group, a group of leading sector employers, has expressed the need for a single qualification structure for the industry, with a single endorsement system. We want to work with training providers to simplify the process and come up with a solution that is better aligned with their needs.”

A striking addition to gym look ... By Allan Collins FUNCTIONAL training rigs are fast becoming the sought after version of the modern and functional equivalent of the old multi-gym. With a multitude of attachments and accessories it can be used with, these rigs can allow clubs to maximize the potential of their functional training areas. Not only are they a striking addition to the normal gym look, functional training rigs certainly generate significant interest from the gym user. They can be used for both personal training and for unsupervised use, but, most beneficially, they can also be used for a variety of functional group training sessions, which can either be an additional income stream or used to increase adherence with club members and to prevent attrition. From a versatility perspective the functional training rigs are very multipurpose and can be used in the following ways: As multiple squat racks. As an MMA conditioning station with punch bags, suspension systems and kick-punch band attachments. As a multi-user suspension system station with at least eight users, for use with Jungle Gym XT, Milokits or gym rings. As a Crossfit group training station, used with ropes, freeweights, gym rings and Kettlebells. For storage of Olympic size bars. As an alternative to multiple individual pieces of equipment. Most of the functional training rigs available will have a choice of attachments including: Dip bars. Core plate/landmine sleeve. Step up/plyometric jump platform. Bungee cord, band or rope loop. Jpeg hooks to support Olympic bars. They are commonly used with other peripheral functional equipment such as: Jungle Gym XT, Milokits and gym rings.

Allan Collins Punchbags and other combat equipment. Olympic barbells and rubber training plates. Bungee cords and waist/vest attachments. Weighted vests. Kettlebells. Powerbags and AlphaStrong sandbags. Ropes. Benches. Many of the companies that supply these rigs will have numerous options, including varying heights and footprints of the rigs, additional wings or add-ons, varying thickness of the pull up or monkey bars to challenge the grip muscles, as well as a selection of colours to align with the club or national operators’ corporate branding. For clubs looking to have a functional training area that can be versatile and multipurpose, a single rig can be used by unsupervised individuals that want to participate in functional/unconventional/traditional bodyweight and freeweight training, or for group training sessions such as suspension training or extreme circuits. They also provide an area where knowledgeable personal trainers can take clients or groups through a variety of beneficial and often unusual exercises. Allan Collins is director of education at Jordan Fitness and author of The Complete Guide to Kettlebell Training and the Complete Guide to Functional Training.

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30 & 31 kettlercise

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Leisure Industry Week Review

LIW organisers delighted by positive feedback

Mike completes endurance test RECORD-BREAKING endurance athlete Mike Buss continued his winning streak at LIW– completing a six-hour iron soldier challenge in front of visitors to the show. Mike’s aim was to break past 200 reps in the six hours, but smashed is target by reaching 261 reps in the timeframe to earn his latest world record. The challenge involved loading and off-loading Jordan sponsored Powerbags onto and off of his cars, sponsored Volvo XC90, as many times as possible. Anyone who wants to make a donation to Help for Heroes on behalf of Mike’s world record challenges can do so at www.justgiving.com/liw-ironsoldier

App boost VISITORS to Leisure Industry Week could benefit from a more interactive experience thanks to a new Smartphone app which helped them get the best out of their visit. Developed in response to feedback from 2010 visitors and exhibitors, the app helped visitors to plan their day, as well as offering exhibitors and speakers more opportunity to interact with them. Sponsored by CFM and Matrix Fitness, the app also lives on after the event – providing users with news all year round.

THOUSANDS of visitors flocked to this year’s Leisure Industry Week to hear from expert speakers, find out about the hottest new products and enjoy a range of networking events. The event took place over three days at the NEC in Birmingham and brought together professionals from all corners of the leisure industry. One of the most popular sections of the show was dedicated to health and fitness, where exhibitors including Workout shared their latest news and products with visitors. Delegates could also benefit from a full seminar programme – which included a day of sessions dedicated to independent operators and the official launch of a new Olympics-focused campaign for the fitness industry, Our Greatest Team. Event director Jonathan Monks said: “We have been delighted with the positive feedback provided by exhibitors who have commented on the quality

of the leads, as visitors attend the show to cover a range of needs that will serve to help them operate effective and profitable fitness facilities. “The team have worked hard to create a show that reflects an evolving industry, through high quality seminars, CPD masterclasses, and a show floor full of innovative products and services designed to inspire every visitor.” The Fitness Industry Association also exhibited at the event and CEO Dave Stalker added: “LIW 2011 was a great success; an impressive range of seminar programmes enthused, leading experts inspired and the FIA Industry Lounge provided an area to meet, be informed and reflect. “I know many delegates will take on board what they learnt and act on it to drive the industry forward. “LIW is one of the most important events in our Industry calendar and the FIA look forward to working with the LIW team to deliver an even better LIW 2012.”

Model Carly loves her first LIW visit ...

Escape Fitness’ Gina Gray, Carly Thornton and Workout’s Christina Eccles

HEALTHY eating ambassador and top fitness model Carly Thornton was among the visitors to this year’s show, where she took the opportunity to learn more about the latest products and trends to hit the fitness industry. National Fitness Awards’ judge Carly also appeared on the Workout stand at the show, where she posed for photos and chatted to fans before mixing with independent operators and suppliers at the annual IOU party at the Hilton Metropole in Birmingham. Carly said: “It was my first time at

this expo and I have to say I loved it and will be there for the whole week next year. “The venue was packed with businesses promoting and displaying the new high tech fitness equipment, there were live demos of all products and even the opportunity to test equipment for yourself. “I tested a lot of products, such as the Lifestrength ION bracelets and Wheyhey ice cream, where I will be writing reviews for each product. “The venue was extremely well organised and I am eager for LIW 2012.”

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Leisure Industry Week Review

Cycling class aims to draw new audience into gym A GROUP cycling class with a difference has been launched, designed to bring a new audience into the gym. Power Cycling, created by Wattbike in partnership with FitPro and British Cycling, offers a new approach where an individual can exercise in a group but at their own optimum fitness level, based on real-time data on their power and heart rate. There is also an instructor course,

Level four qualification is unveiled PREMIER Training International has launched a new qualification – the Level four Exercise for Specialists Populations Diploma. The course is designed as a natural progression from the Level three certificate in Advanced Personal Training and students taking part will be eligible for 20 REPs points for each of the qualifications taken within the diploma. The structure includes the mandatory completion of the Level three Certificate in Exercise Referral and a choice between the Level four Certificate in Exercise for the Management of Low Back Pain or Certificate in Exercise and Nutritional Interventions for Obesity and Diabetes. CEO at Premier Training International Debra Stuart said: “Expectations for fitness industry professionals are at an all time high and Level three qualifications often aren’t enough to make graduates stand out from the crowd anymore. “Because of this, we’re making sure that we maintain our position at the forefront of the industry and continue to support fitness professionals by introducing the only Active IQ nationally accredited Level four QCF qualification on the market.”

which provides the tools to lead sessions on the Wattbike, and a software package allowing data from the bikes to be displayed on large screens in gyms.

“Not only will the structured training programs retain existing clients, Power Cycling appeals to a whole new set of people who have never previously trained indoors.

Managing director of Wattbike Ian Wilson said: “The benefits for the health and fitness sector are clear; Power Cycling provides a new and exciting offering for gym owners and personal trainers.

“ With the backing of British Cycling we see Power Cycling as the ultimate solution for those wanting to stay fit and improve upon their cycling technique throughout the winter months.”

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Awards recognise the best in the industry

Katherine Kelly

THE whole of the fitness industry has been invited to a spectacular end of year party celebrating the achievements of clubs shortlisted for a National Fitness Award. Over 400 nominations were received for this year’s awards, which recognise excellence in the industry and reward gyms who have gone that extra mile. The Workout team is currently out and about visiting all of the shortlisted clubs, before the reports are handed to our panel of expert

judges who have the tough task of picking our winners. The trophies will be handed out at a ceremony on November 25 at the ICC in Birmingham, hosted by Coronation Street favourite Katherine Kelly. The party is open to everyone – not just shortlisted clubs – and provides the perfect opportunity for gyms to celebrate with the winners and reward their own staff and members for making 2011 another successful year.

Fire-hit centre unveils new fitness facilities JOEY Dunlop Leisure Centre has unveiled its new fitness facilities after an upgrade to restore the centre following a fire. Ballymoney Borough Council chose Pulse to refurbish the club and provide ongoing sales and marketing support for the next three years. Adding value for members was a key element, with the new health suite now including spa bath, sauna, heated loungers and steam room. Pulse also assisted with the refurbishment of the fitness suite, including the installation of the latest cardiovascular equipment.

New equipment first for Sheffield gym SHEFFIELD International Venues has become the first company in the north of England to provide specialist Arke equipment for gymgoers. The Arke tools, new to the Fitness Unlimited gym at the English Institute of Sport-Sheffield, are designed to improve skills such as coordination, stability and balance.

The 16-piece kit has a water, earth, air and fire theme and includes airfilled stability core balls, water balls and an agility pendulum. SIV group fitness manager Peter Clark said: “It’s a great way for us to provide a diverse range of exercise equipment that anyone of any fitness level can use. It can be as easy or difficult as people like and we’ve seen

everyone from people from our GP referral scheme, who have done little or no exercise, to elite athletes really benefit from it. “More than 100 people have already signed on to our 30-minute introductory sessions and our weekly Arke Circuit classes are also growing in popularity. We’ve had some excellent feedback.”

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