Workout November 2023

ISSUE 356 November 2023 £3

New venue and start time for conference Page 3 The post-pandemic consumer Page 10

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THE WAY FORWARD FOR FITNESS

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UK FITNESS SCENE

New venue and start time for conference THERE’S a new venue and start time for this year’s free-to-attend Tomorrow’s Workout conference brought to you by Workout magazine.

The event entitled ‘The Way Forward for Fitness’ will take place at Leicester Racecourse on Friday, November 24 (the same day as the National Fitness Awards).

It will start at 11.30am with lunch and the opportunity to network with key exhibitors who will be showcasing the latest products and services.

Between 1pm and 2.30pm delegates will then hear from an expert panel of speakers who will give you numerous ideas for your fitness.

From 2.30pm delegates will then be able to do some more networking at a VIP finalists drinks reception taking place at the same venue.

Leicester Racecourse is a 10-minute drive from the centre of Leicester so attendees will have plenty of time to then get ready for the National Fitness Awards at the Athena in the evening.

Event organiser Dominic Musgrave said: “We’re delighted to be once again hosting a conference on the day of the National Fitness Awards, and are exciting to be hosting it at such a fantastic venue as Leicester Racecourse.

“Having listened to the feedback from attendees to last year’s event we have decided to start the conference at a slightly later time to give people as much opportunity as possible to make their way to this must-attend event for the fitness sector.

“We’ve lined up a fantastic panel of esteemed speakers, and look forward to

Dean Hodgkin welcoming as many people as possible to this year’s event.”

The conference will be chaired by Dean Hodgkin. After more than 30 years in health and fitness Dean has amassed experience across the industry landscape, from the budget gyms up to premium health clubs and also within the luxury spa sector.

In addition to two books he has written a small mountain of articles for a wide spectrum of publications including national daily newspapers, mainstream monthly magazines and trade journals.

He has acted as a consultant to a number of blue chip brands and has delivered talks and workshops at fitness events in 36 countries leading to him receiving three industry awards.

Joining him on the panel will be David Minton. David is founder of the Leisure Database Company, the auditor of the fitness industry for the past 18 years and provider of industry leading reporting

Advertiser’s announcement

Collection made from recycled ocean plastics launched

IN A drive to help operators play their part in creating a more sustainable future, Blu Leisure has launched Eco Blu, a new range of swimwear manufactured from recycled plastic recovered from the ocean.

“Plastic waste is having a profound effect on marine life,” said Vicki Peck, MD of Blu Leisure.

“Every year an estimated 33 billion pounds of plastic is entering our oceans and causing the unnecessary deaths of millions of seabirds and hundreds of thousands of marine animals.

“By repurposing plastic bottles and other plastic waste recovered from the ocean into high quality products, in this case swimwear, we are creating a value for a material that otherwise threatens to cause irreversible damage to the marine ecosystem.

“We take our environmental responsibility very seriously. The launch of Eco Blu is part of our commitment to reducing our environmental impact and achieving net zero by 2030.”

Eco Blu is available now to any leisure operator keen to improve the sustainability of their swim retail offer.

Garments are available for men and women, in a range of sizes and pricing is competitive to encourage leisure operators to switch to this sustainable retail option.

Vicki added: “Our strategy is to start the collection small, growing it slowly and responsibly to ensure we never over produce, thus safeguarding against the

creation of excessive, avoidable waste, a huge problem in the global clothing industry.

“In addition to the sustainability credentials, each garment is produced to the highest possible standard and has chlorine resistant properties which guards against wear and tear and improves the product’s lifespan.

“This creates a product that not only looks great and supports the removal of plastic water from our oceans but also lasts longer, making it a great investment for many reasons.”

The lifespan of a fabric is not only determined by the way it is designed and manufactured but also by the way it is worn, washed and dried. Every Eco Blu item is accompanied by labelling that gives instructions on product care that supports longevity, again helping to reduce the amount of waste.

For more information about Eco Blu visit bluleisure.co.uk/products-and-services/eco-blu/ or you can contact the Blu Leisure team on 01908 582525 for more details.

Matt Gleed on site analysis, latent demand and customer profiling.

Working with public and private sectors helping to promote and grow the industry and improve the health of the nation.

David is also co-founder of AiT a start up company providing API access to timetable data and mentor to other exciting young companies that are disrupting the sector.

Also speaking will be Katie BulmerCooke.

With an industry career spanning 20 years, fitness entrepreneur Katie is a former UK personal trainer of the year and UK fitness professional of the year.

Alongside her work as a personal trainer, Katie has worked with a range of well-known health and fitness brands, consulting on business development, group fitness concept creation and staff training.

Joining Katie will be Matt Gleed. Matt

is a multi award winning Master Trainer and leading fitness professional with 23 years’ experience.

Known from his work leading education content for global companies like TRX Training, Matrix Fitness, Power Plate and Myzone, and his media work on TV and in leading publications like Men’s Health and Women’s Health to Runners World and national newspapers.

Matt also does ambassador work for Premier Global NASM, Vivobarefoot and Fisikal App to help support coaches and personal trainers understand and develop knowledge on relevant products across the industry.

Completing the panel will be Charlie Horton, head of growth at Fitness Marketing Agency.

Charlie is an international speaker who has been with Fitness Marketing Agency since its creation in 2018, working to help grow the business into what it is today.

A hugely successful agency that supports more than 400 clients, from independent gym owners, CrossFit boxes, franchises and corporate gyms to personal trainers.

FMA provides such businesses with marketing tools and resources to aid in lead generation, conversion, sales and ultimately growth.

Charlie specialises in lead generation and client acquisition.

Book your free delegate place at https://tomorrows-workout.co.uk/ delegate-booking/ Exhibitor opportunities are available by calling Bev Green on 01226 734288 or online at https://tomorrows-workout. co.uk/exhibitors/

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UK FITNESS SCENE

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New report on the transformative power of exercise for older adults A GROUNDBREAKING report shows the impact of power-assisted exercise on the physical and mental wellbeing of older adults and the benefits of engaging with this member demographic.

The release of the End User Impact Report 2023 from Innerva documents the profound effect of power-assisted exercise on the management of longterm health conditions among users, many of whom have previously felt excluded from mainstream health and fitness facilities due to their age, health or lack of confidence.

The headline results demonstrate how the Innerva wellbeing solution helps improves the five elements of healthy ageing – aerobic fitness, muscular strength, balance, flexibility and social wellbeing – to reduce the risk of falls and fractures, enhance coordination, maintain muscle mass and boost mood and overall wellbeing: n 94 per cent of users reported improved aerobic fitness. n 88 per cent felt stronger when getting up from a seated position, with 87 per cent experiencing increased strength for lifting heavier items or carrying shopping. n 80 per cent reported improved balance, critical for falls prevention. n 93 per cent noticed enhanced flexibility, important for everyday days and mobility.

n Five per cent reported a positive impact on mental health.

Building on the findings of its previous report in 2020, the new research was conducted with six Innerva operators across the UK and generated a total of 853 end user responses (80 per cent female and 20 per cent male).

With 94 per cent of users aged over 50 years old and 75 per cent over the age of 60, it shows how operators are successfully using Innerva’s powerassisted wellness solution to engage older adults and forge links with health partners to service the UK’s growing ageing population.

“The Innerva Wellbeing Suite has been a fantastic addition to our facility

in Brandon, said Warren Smyth, CEO of Abbeycroft Leisure.

“Not only has it added a new offer to our community, but it has also added a different dimension to our work with community health teams and other partners within the NHS,” The report highlights the loyalty of older adults and their high levels of engagement.

For example, almost half of individuals (44 per cent) visit Innerva-equipped studios three or more times a week, while more than three quarters (77 per cent) use the equipment two or more times in a week.

Notable highlights include the impressive Net Promoter Scores

achieved by Innerva operators.

Net Promoter Score is the world’s leading metric for measuring customer loyalty. All Innerva operators scored +70 or above, with Pendle Leisure Centre recording the highest NPS score of +87.

The average score across Innerva operators is +78, which is considerably higher the latest NPS score for the UK leisure sector of is 44 (Source: Active Insights 2023).

It also compares favourably to the top 25 per cent of performing organisations which have an NPS of +72 or higher – Apple’s NPS score is +72 and Amazon’s is +25.

Jon Hymus, managing director of Innerva, added: “Our latest research shows the life-changing impact of power-assisted exercise on older adults and those with chronic conditions.

“It also demonstrates the value of meeting the needs of these loyal customers – with Innerva operators achieving an average NPS score that is almost double that of the UK leisure sector. As society grapples with an ageing population and people living for longer in ill-health, we hope this report serves as a call to action and encourages more operators to create inclusive environments where everyone can take part in exercise to age well.”

To download the report visit https:// www.innerva.com/2023-impact-report

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UK FITNESS SCENE

Walk-in dementia hub launches at Waterside Farm Leisure Centre A NEW support service for anybody living with dementia or caring for somebody with dementia has been launched.

The free drop-in service will run at Waterside Farm Leisure Centre once a month.

Run by the Dementia Community Support Team, the hub will be managed by the Castle Point Dementia Navigator and supported by a Sport For Confidence occupational therapist.

Dementia navigator Lin Taylor said: “The new dementia hub will provide an opportunity for people living with dementia and their carers to access a safe, therapeutic community space, which promotes activity and well-being.

It provides an opportunity to seek direct in-person support and advice from me, the local dementia navigator.

“This includes support with information, future planning and referrals to other services and activities.

“There is also support and advice available from the Sport for Confidence occupational therapist focused on supporting individuals to participate in meaningful occupation/activity to support health and wellbeing.

“Occupational therapists are perfectly placed as the ‘activity-health link’,

enabling participation in activities that drive positive occupational outcomes.

“According to the NHS website, in the UK more than 850,000 individuals are living with dementia, supported by 540,000 carers.

“Dementia touches so many people. It is estimated that one in three people will care for somebody living with dementia at some stage in their life.

“In Castle Point and Rochford, the

number of people aged 65 and over with dementia is expected to rise by nearly 50 per cent in the next 20 years. (Source: Castle Point and Rochford Health and Wellbeing Board). So, this support service will provide a lifeline for many people living in and around the area.”

In addition to advice and support, visitors to the walk-in hub will also have the opportunity to see the Sport For Confidence Boccia session.

Lucy Goldup, occupational therapist at Sport For Confidence, added: “People living with a long-term health condition, such as dementia, are half as likely to be physically active as the rest of the population.

“This means, so many people are missing out on the many social, physical, and mental benefits that activity and sport has to offer.

“Our Boccia sessions welcome everyone and are tailored to the needs of each participant to create a fun, meaningful experience for all.

“We hope that if we can encourage people to see the Boccia session, as part of the walk-in dementia hub, they might be interested in some of the many other activities provided by Sport For Confidence at Waterside Farm and other leisure centres across the county.”

Shane Williams, leisure centre and community services manager based at Castle Point Leisure Centre, added: “It is fantastic that our leisure centre is hosting this new community service.

“Not everyone feels at ease in a clinical environment so offering this service in the leisure centre will, hopefully, break down barriers and improve accessibility, helping ensure support reaches those who most need it.”

Multi-activity family destination opens its doors on The Wirral

WIRRAL Council has invested £2.7million in the repositioning and development of the previous Wirral Tennis and Sports Centre as an activity hub for the whole family, which has been renamed Bidston Sports and Activity Centre.

Alliance Leisure was appointed as the council’s leisure development partner and delivered the project through the UK Leisure Framework, which is managed by Denbighshire Leisure Ltd. The new destination offers residents and visitors a multitude of experiences to encourage movement and social interactions, helping to promote community cohesion and encourage good health through physical activity.

The facility is divided into three zones;

Director of Operations: Dominic Musgrave Tel: 01226 734407 dm@scriptmediagroup.co.uk Studio manager: Paul Hopkinson ph@scriptmediagroup.co.uk Assistant studio manager: Scott Firth sf@scriptmediagroup.co.uk

www.workoutuk.co.uk

‘adventure play’, ‘fitness’ and ‘tennis’.

Each zone is served by a central remodelled reception area and supported by a large communal food and beverage facility with a dual servery.

Tom Gardner, business development manager at Alliance Leisure, said: “The facility has been transformed from a sports facility into a multi-activity destination.

“Through the various activities, there is now a provision for all ages and abilities, creating a place where the whole family can get involved.”

For youngsters aged eight and above, and also adults, there is a TAGactive arena, a digitally gamified obstacle course, whilst a large soft play area will

cater for younger children.

This area has been designed to encourage families to spend active time together in a safe, stimulating and fun environment.

Tom added: “Extensive research has evidenced that active children are more likely to develop into active adults.

“Encouraging active play from an early age sets the foundations for an active adult population and all the benefits that delivers for individuals and communities.”

A new fitness suite, equipped with a comprehensive selection of cardiovascular and strength training equipment, supported by a dedicated, immersive group cycle studio provides

state of the art training facilities for all ages and abilities, whilst tennis remains an integral part of the offer, thanks to the retained provision of six indoor courts.

Supporting Alliance Leisure in project delivery was Universal Group as principal contractor, Pozzoni Architects and Play Revolution, the designers and supplier of the TAGactive and adventure play structures. Works began in November 2022 and the facility opened to the public in September.

The facility is owned by Wirral Council and managed by Active Wirral, although the tennis provision is now managed directly by the Lawn Tennis Association due to a direct new partnership for the NGB with Wirral Council.

Absolute Performance unveils new director ABSOLUTE Performance has announced the appointment of Gary Oleinik as sales and marketing director.

With full responsibility for the leadership and development of Absolute Performance’s sales and marketing strategy, Gary will play a key role in meeting the company’s growth goals. Gary will also be instrumental in building on the business’ outstanding reputation in the UK and European strength and conditioning market.

With more than 14 years of fitness industry experience, Gary brings with him a strong skill set and an excellent reputation for relationship building, high performance and team leadership and is a highly respected name with customers and suppliers alike.

He said: “I am honoured to be part of such a dynamic and progressive business.

“Absolute Performance has a strong reputation for quality and service and I am looking forward to the challenge of helping take the company to the next level.”

Gary joins at a key point in Absolute Performance’s development.

Following recent growth in all sectors, particularly in education and elite sport, the business is in a strong position with a great foundation for Gary to help drive further growth.

Managing director Harry TafotaNash added: “I am delighted that Gary Oleinik will be joining us as sales and marketing director.

“His strong knowledge of the market and vast experience will be invaluable to the company”.

Gary Oleinik

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UK FITNESS SCENE

Healthtrack Clubs rolls out ambitious expansion plan HEALTHTRACK Clubs – a new chain of affordable, family-focused health clubs – has announced its plans for further expansion across the UK. There are currently five already in development, with international real estate advisor Savills instructed on its plans to open 150 throughout the country by 2030, targeting existing sports clubs, business parks, retail and leisure parks, and underutilised council land.

Its existing sites include a mix of new build 7,000 sqm venues and refits ranging from 4,500 sqm to 7,000 sqm.

The first two clubs, in Swindon and Birmingham, will each be a £6million refit and a £14million investment in two phases in 2024 and 2025.

The first five will be flagships,

spanning across 7,200 sqm on two floors, with car parking for 300 cars, outdoor fitness areas, trim trails, aerial zip wires, youth urban sports and mini 3G pitches on the roof.

A team of a highly experienced leisure entrepreneurs, teachers, coaches, property experts,

construction companies, technology innovators and brand experts, have been brought together by CEO Andy Baker to lead this ambitious programme forward, by pushing the boundaries of sports and physical activity.

He said: “Clearly the last four

years has created a perfect storm of inadequate, empty facilities that customers do not want to go to, sports clubs volunteers have disappeared and governing sport bodies constantly putting out fires regarding sustainability and culture.

“Add in councils with no real inhouse budgets to run leisure centres and we now see a crisis in sports and activity employment. With the right investors we intend to change this with the development of 150 new state-of-the-art family-focused facilities over the next 10-15 years”.

Adults can enjoy flexible seasonal memberships programmes via a seamless tech platform linking security to access, information to personal data control and no reception or club barriers.

iFIT and Freemotion Fitness appoint operations quality director iFIT and Freemotion Fitness have strengthened their leadership team with the appointment of Erik Richardson as operations quality director.

Erik will focus much effort on the Freemotion brand – the commercial arm of global fitness leader iFIT – as it prepares for an extended period of growth and global expansion.

In his role, he will oversee Freemotion’s manufacturing processes, with a heavy focus on operations quality across the product portfolio.

Erik will be responsible for

maintaining the quality standards and excellence that have led Freemotion to become the industry leader in innovation and connected fitness solutions.

Based at iFIT’s HQ in Logan, Utah, he will report directly to Terry Davenport, the VP of quality and manufacturing, under the leadership of Matt Bush, iFIT’s chief operating officer, and Mark Watterson, CEO of iFIT Commercial.

Mark said: “We are very excited to welcome Erik to the team. Erik has an excellent quality background and will play an important role in helping

us deliver and exceed our long-term objectives.

“He will be an incredible asset to the team and we look forward to making great progress with him on board.”

Erik has an impressive background in manufacturing, spanning from metalworks and automotive safety to the e-commerce sector and protective packaging.

He graduated from Brigham Young University with a degree in Mechanical Engineering, which he followed with an MBA at Utah State University.

Erik Richardson

Advertiser’s announcement

ServiceSport UK partners with Upholstery2u to expand upholstery repair services ServiceSport UK, a leading provider of gym equipment service and repair solutions, is thrilled to announce a new partnership with Upholstery2u, a reputable name in the upholstery repair industry.

This collaboration marks an exciting milestone for both companies and expands the range of services offered by ServiceSport UK. Having served the fitness industry for over 20 years, ServiceSport UK has built a strong reputation for delivering exceptional customer service and highquality maintenance solutions.

As part of their continuous commitment to excellence, ServiceSport UK has chosen Upholstery2u as their trusted partner for all upholstery repair needs.

For many years, ServiceSport UK has delivered a range of services including the service and repair of commercial gym equipment, upholstery repairs, the refresh of existing equipment, custom clothing supplies, gym equipment part supplies, 3D printing and CNC machining of gym equipment parts and equipment across the UK and overseas.

Michael Ellis, commercial director for ServiceSport UK Ltd, said: “It’s no secret that the fitness industry is booming.

“More operators, such as the Gym

Group and Pure Gym, are seeing year on year increases in membership numbers.

“With this increase in users, it’s only natural that gym equipment is being put under more strain than ever. In turn, we have seen an increase of around 30 per cent, since Q4 2012, for our core services.

“We continue to satisfy this demand, and considering where we are in terms of our own growth strategy, we are in a fantastic position. However, in the 20 years we have operated, we have never been a company to settle on our accomplishments.

“Another service provider making waves in the fitness industry, is of course, Upholstery2u. What Danny, Michael and the team have achieved in the past three years is testament to their work ethic and overall quality of work.

“We see nothing but glowing reviews for the work that is carried out by Upholstery2u. Such high standards make it an easy decision for us to partner with Danny, Michael and the team and we look forward to supporting each other, growing together and celebrating our successes moving forward.”

By joining forces, ServiceSport UK and Upholstery2u aim to provide clients, such as Nuffield Health, JD Gyms, Marriott Hotels, David Lloyd, Bannatyne health clubs, Total Fitness, Anytime Fitness and many others, with an enhanced and comprehensive range of services, unrivalled in the fitness equipment industry.

Upholstery2u brings a wealth of expertise and a proven track record in the upholstery repair field.

Their team of skilled upholstery engineers excels in refreshing and restoring the appearance of gym equipment, ensuring it is both aesthetically pleasing and functional.

By leveraging Upholstery2u’s specialised knowledge, ServiceSport UK can now offer a complete solution, from servicing and repairing commercial gym equipment to expert upholstery repairs.

“Upholstery2u has been built with a huge emphasis on customer focus,” added Michael Boyle, managing director of Upholstery2u.

“We feel that working together with ServiceSport UK will only enhance this and we are absolutely delighted to be

partnering with them.

“We believe companies working in unison is the way forward and both companies have been at the top of their game for years. We are confident that this partnership will now create a ‘one stop’ solution for all gyms in the UK.” This exciting partnership allows ServiceSport UK to further elevate the level of service they provide to their valued customers.

Whether it’s repairing a torn bench cushion, refurbishing workout benches, or reupholstering gym equipment, ServiceSport UK and Upholstery2u combine their collective experience and craftsmanship to deliver outstanding results that exceed customer expectations.

ServiceSport UK and Upholstery2u are thrilled about this official partnership and look forward to expanding their reach, improving customer satisfaction, and raising the bar in the fitness industry.

Both companies are committed to delivering exceptional quality, reliability, and innovation that set new standards in gym equipment maintenance and repairs.

For more information about ServiceSport UK and its range of services, please visit www.servicesport.co.uk To learn more about Upholstery2u and their expertise in upholstery repairs, visit www.upholstery2u.com We’ve got you covered, one stitch at a time.

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UK FITNESS SCENE

Ryan primed for success with new fitness hub NOTTINGHAMSHIRE based bodybuilder Ryan Terry has announced he’ll open his first strength and fitness facility, RT Fit, in partnership with PRIMAL. Opening in January, the 20,000 square foot facility in the town of Retford will be fully kitted with state-of-the-art strength and conditioning equipment from PRIMAL and will feature a number of other facilities.

These include studios, recovery suite featuring ice baths, saunas, normatec sleeves etc, posing room, a café, seminar room, treatment rooms, barbershop, salon, aesthetics and tattoo parlour.

In this project with Ryan Terry, PRIMAL is collaborating on every aspect of RT Fit’s design, from concept to creation.

State-of-the-art equipment, including a comprehensive range of free weights

and resistance machines, have been carefully selected to deliver exceptional performance and versatility.

From a spacious and fully equipped strength training zone to a cutting-edge cardio area that boasts the latest in

fitness technology, each space will be strategically planned to offer a seamless flow and maximise efficiency for every aspect of a workout.

Ryan said: “This is the next chapter in my career. I love the performance range from PRIMAL so it made perfect sense to partner on this new project and collaborate on designs and biomechanics of equipment and the overall layout.

“I trust we can achieve a high-quality finish that we will all be proud of with PRIMAL’s equipment.

“I hope to inspire individuals of all abilities to enjoy fitness, creating a place for like-minded people to come together.

“I aim to be involved in building that culture and intend to train in the facility

personally most days.

“We’re already making great progress on the project and can’t wait to open the doors of RT Fit in the near future.”

PRIMAL counts major gym chains, luxury hotel groups, top sports clubs, elite athletes and celebrities amongst its global client base.

These include two-time World’s Strongest Man champion Tom Stoltman and cross-fit champion and Gladiator Zack George.

Steven Rinaldi, founder and CEO of PRIMAL, added: “Embarking on this partnership with Ryan by providing the equipment for his first bespoke facility is really exciting for us at PRIMAL. “We are aligned with Ryan’s ambitious goals and mindset and are certain it will be a huge success.”

GymKitQuotes to reinvent equipment procurement GymKitQuotes, the industry’s newest and most anticipated digital platform, is gearing up for its official launch, bringing fresh energy to the world of commercial gym equipment procurement.

The innovative platform promises to seamlessly connect gym operators with top-tier equipment suppliers, simplifying the entire equipment sourcing process.

“Through GymKitQuotes, our aim is to streamline the often complicated task of gym equipment procurement,” said sales director Jan Lucas.

“We have a deep understanding of the fitness industry’s needs and have tailored our platform to ensure that

suppliers with direct access to a vast network of gym operators and owners, amplifying their reach and visibility in the marketplace.

gym operators can easily access the best equipment and services available.”

Exclusive opportunity for suppliers: In line with its launch strategy, GymKitQuotes is extending an exclusive, no-cost partnership invitation to gym equipment suppliers.

This unique opportunity provides

Why Choose GymKitQuotes?

Streamlined connections: The platform facilitates direct interactions between gym operators and suppliers, eliminating cumbersome middlemen.

Tailored exposure: Suppliers can spotlight their product range to a targeted audience actively seeking the latest in gym equipment.

User-centric design: With a keen emphasis on user experience, GymKitQuotes

ensures easy navigation and efficient communication at all stages.

As the anticipation builds for its debut, GymKitQuotes welcomes suppliers to be a part of this game-changing initiative.

This isn’t just another platform; it’s the future of gym equipment procurement.

Gym operators and industry insiders are also encouraged to watch out for the platform’s grand unveiling, offering them unparalleled access to the best gym equipment sources in the industry.

Suppliers keen to take advantage of this unique partnership opportunity can register for free online www.gymkitquotes.com/suppliers

Advertiser’s announcement

Bicester offers wraparound fitness journey with new health club to compliment performance facilities IN 2020, Bicester Hotel and Spa launched a purpose-built fitness and performance facility to create a standalone, unique offering to attract a new demographic to the site.

This included a Performance Gym equipped by Matrix Fitness, an outdoor 500m grass running track, a custommade 200m swimming lake and an assault course.

Now, to complement its existing premium offering, the team have unveiled a refurbished health club with a modernised aesthetic and the latest resistance and cardiovascular equipment from Matrix Fitness to provide an integrated gym floor, three large studios and over 70-instructor led sessions per week.

On the refurbishment project, Andrew Foreman, health club manager, said: “Our goal is to offer something for everybody. We have so much on offer for our members, from state-of-the-art equipment, fantastic trainers in our group classes and our truly unique range of facilities. We can cater for anyone’s training needs–a full wraparound level of health and fitness.”

Matrix Fitness had a long-standing rapport with the site, having already been chosen as the supplier for its Performance Gym, which was a selfcontained project, with the highest quality required when it came to service, support and products.

The health club includes a full Matrix Fitness connected solution with all

new Performance Cardio with touchscreen technology, Connexus functional training station, Ultra V2 Strength range with Intelligent Training Consoles and two dedicated instructor led and virtual training studios; an indoor cycling room with Matrix Fitness CXP bikes.

Nigel Tapping, head of spa and hospitality at Matrix Fitness UK, added: “Versatile gym designs and a modernised, member-centric fitness offering is playing an increasingly important role within the hospitality sector and the team at Bicester Hotel and Spa have spearheaded a unique approach.

“The modernisation of the health club now perfectly complements the performance-led centre, providing a full,

wraparound fitness journey offering for each and every member, no matter what their goal or what stage of their fitness journey they are at.

“The team has been forward-thinking and innovative, and the result is an impressive, cutting-edge facility.”

The Performance Gym includes the Magnum half and full racks, Magnum plate loaded equipment and bespoke track flooring for ‘strong man’ activities and functional-focused training.

On the second floor, a space has been designed for movement screening, small accessory functional training and oneto-one personal training.

To find out more visit www.bicesterhotelgolfandspa.com or www.matrixfitness.co.uk

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UK FITNESS SCENE

10

A new set of post-pandemic consumer behaviours are impacting fitness operators of all shapes and sizes. Dr Paul Bedford shares the findings of new research, and offers insights into how operators might respond.

The post-pandemic consumer EARLIER this year I put together a report into changing dynamics in the fitness marketplace: new post-pandemic nuances in consumer behaviour compared to pre-Covid norms.

The report was inspired by a request from one of my customers, concerned by some of the changes they were seeing and wanting to know what they could do about it. Their question: ‘Are we alone in this?’

My answer: ‘Absolutely not.’

Because – although all the headlines show club operations returning to prepandemic membership numbers, and great news that is – some things have nevertheless changed.

And they’ve changed across the sector and around the world, with consistent themes emerging around customer usage patterns.

I’ll dive into the findings of our research in a moment, but let’s first recognise that fitness isn’t alone in this.

A universal shift Pre-pandemic, most people were working regular hours, generally office-based, across the Monday–Friday working week.

When the pandemic forced us all to work remotely, it became apparent that much of the workforce could in fact carry out their roles and responsibilities perfectly well without having to travel to a place of work.

Add to that the freedom and extra hours in the day that working from home affords people and it’s little surprise that the desire to work from home for at least part of the week has remained postpandemic.

It’s a change in behaviour that’s forced Network Rail (UK rail provider) to create new, multi-trip season tickets.

That’s led to an increase in usage at WeWork’s suburban locations.

And that’s driven a 400 per cent uplift

in Monday–Friday visit frequency to David Lloyd’s in-club business centres.

So what else are we seeing in health clubs? Our conversations with operators, and the questionnaire-based qualitative research we conducted among 2,200+ consumers post-pandemic, shines a spotlight on the following three behaviour changes. #1 – Sales are up, retention is down If your sales have returned to prepandemic levels, but you’re still seeing gaps in your figures, this first theme will be of interest to you: it’s likely down to retention rather than needing to push even harder on your sales.

Our research shows that for the big box operators, membership longevity is typically five to seven months shorter post-pandemic than pre-pandemic. In some cases, the gap is wider still.

At one of our big box club customers, the pre-pandemic member lifespan was typically 24–35 months.

Post-pandemic – with no change in age groups, demographics or membership types – it’s 13–15 months.

Meanwhile, our research among 11 single-site boutique operators found that 92 per cent of customers now maintain their usage patterns for as little as two months, especially in singlediscipline studios.

Pilates and yoga seem to escape this shift, but elsewhere, people are moving on far more quickly.

I refer to this trend as ‘fitness tourism’, whereby people go and try out new things without any intention of being a long-term customer. This brings us to our second theme… #2 – Customers want to mix and match Our questionnaires asked fitness consumers why, when and where they were training.

Pre-pandemic, the most common

answer to the latter was ‘at one specific club where I have a membership’.

Post-pandemic, the answer is either ‘at two locations’ or ‘at multiple locations’.

Whether through the aggregators or via a pay-per-play approach, fitness consumers are now mixing up their workouts and the providers they use.

We’re also seeing usage trends going in opposite directions for city centre clubs versus the suburbs. In the former, visits are now concentrated into Tuesdays– Thursdays.

No real surprise there given hybrid working patterns, but it means people are coming less often. Meanwhile, clubs in residential areas are seeing exponential growth in usage.

People are also staying longer on each visit as clubs become places to work in as well as work out.

They are no longer just a third place, but a second: people’s place of work.

In city centres especially, it’s also possible that longer visits are being driven by customers seeking to maximise value per visit, whether they’re paying a membership or paying per visit.

Which brings us to… #3 – PAYG is the people’s choice When you don’t use a club as frequently, your resistance to paying a monthly membership rises.

Pay-as-you-go becomes your preferred model.

We’re now seeing consumers willing to pay £25 per visit rather than £50 per month, which is leading to unpredictable revenues and significant revenue gaps for clubs.

So, what’s the answer?

Sadly there’s no silver bullet. I believe these new habits are now ingrained and that, even as sales perform well, operators must build their models and forecasts around shorter memberships and a reduced total revenue per member.

However, I would like to share a few suggestions.

The first is to focus on the member experience, not just the facilities.

Whenever a customer visits you, the whole experience has to be great.

The second is to understand your data and focus on what’s right for your business, rather than copying what everyone else is doing.

An example: one of our customers was heavily focused on secondary revenue, until it realised that in the post-pandemic world of reduced visit frequency, there would be a far greater impact on its bottom line if it could encourage every member to come to the club just once more every month.

The third suggestion is obvious but still worth saying: where a brand has multiple locations, do consider selling ‘use any club’ memberships.

The fourth and final suggestion is to go back to basics, onboarding every new member in a way that best positions them to become a regular user.

I’m talking appropriate – and, ideally, personalised – programmes and encouragement to help them establish a routine rather than ad hoc visits, in turn helping them see the value in the product they’ve purchased.

Freemotion Fitness appoints industry veteran Adam Guier as VP of sales FREEMOTION Fitness, the commercial equipment arm of global fitness leader, iFIT, has strengthened its leadership team with the appointment of Adam Guier as vice president of sales for North America.

Adam has worked in fitness for more than 25 years and his extensive experience includes 20 years in the commercial fitness sales industry.

Most of that time he has spent in

various sales leadership and business development positions.

In his new role, Adam will report directly to Freemotion Fitness CEO, Mark Watterson, and will oversee all US and Canada-based national and subscription accounts.

Mark said: “We are thrilled to welcome Adam to Freemotion.

“Adam’s experience and leadership will be incredibly valuable as we

focus on expanding our current and building new club and vertical partnerships.

“I look forward to seeing Adam lead these efforts alongside our sales and marketing division.”

Adam added: “I’m delighted to join Freemotion and the iFIT family. I’m enthusiastic about what is ahead for the Freemotion brand and I look forward to leading, building, and

coaching a driven sales organisation.

“As we strengthen our brand positioning in the commercial fitness space, we will have an increased focus on securing new vertical partnerships, building existing club relationships and expanding our digital subscription presence.

I see this as being critical to continued growth – and I can’t wait to get started.”

MYZONE .ORG INFO@MYZONE .ORG

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UK FITNESS SCENE Advertiser’s announcement

Alternate Curling Machine The Alternate Curling Machine Panatta is a specific machine for the flexor muscles training of the elbow, such as the brachial, the brachial bicep and the brachioradialis. The Scott bench replicates the classic curl exercise, with a guided and slightly convergent trajectory that minimizes joint stress and ensure a more natural gesture. Compared to the exercise performed with free weights, the Alternate Curling Machine has the advantage of generating, thanks to the combined system of levers linked by anodized aluminium CAM, a physiological load curve in line with the strength curve developed by the target muscles; thanks to this system the muscle contraction remains high and constant throughout the ROM, maximizing the effectiveness of exercise. The Independent levers allow mono and or bilateral working.

The two rotating handles of the Alternate Curling Machine are mounted on an intermediate joint, which self-regulates the distance from the elbow axis according to the length of the any forearm user; The handles themselves are adjustable in two angles, for a perfectly supine or semi-supine grip.

The Alternate Curling Machine equipment is completed with gas assisted adjustable seat, which allows to find the right working set up to users of all heights.

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UK FITNESS SCENE Advertiser’s announcement

Grow your gym with a branded mobile app

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THE average person has about 40 apps on their phone, comprising everything from their 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 gym-goers for referrals.

How to get a 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.

Contact EZFacility today to find out more.

Call 0203 3270480, email sales@ezfacility.co.uk or visit www.ezfacility.co.uk

UK FITNESS SCENE

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Dyaco UK equips Hybrid Fitness in Loughton DYACO UK, the leading provider of premium fitness equipment, has announced its successful collaboration with Hybrid Fitness in Loughton, Essex, by providing state-of-the-art fitness equipment for their new fitness facility, which opened earlier this month.

Dyaco UK, with its reputation for delivering toptier fitness solutions, has equipped Hybrid Fitness Loughton with the latest and most advanced exercise equipment available.

The equipment installation at Hybrid Fitness, Dyaco’s second hybrid site, reflects the brands ongoing commitment to creating high end gym solutions with a focus on strength and conditioning, Hot Yoga and spin, aimed at the modern-day gym goer, with additional luxury elements akin to that of a health club.

Members of Hybrid Fitness Loughton will now have access to an extensive range of cutting-edge cardio machines, strength training equipment, and innovative group fitness solutions from brands including Spirit Fitness, all designed to elevate their training experience and help them achieve their fitness goals.

With this collaboration, the project, which has been 12 months in the making, Dyaco UK and Hybrid Fitness are set to create the number one fitness destination that promotes health and wellness in the Loughton community.

Ant Townsley, business development director at Hybrid Fitness, said: “We’re delighted to have a Hybrid Fitness in Loughton.

“Matt and the team at Dyaco UK have been great; from helping to craft a vision for the facility all the way

through to final installation and any troubleshooting support.

“I’m looking forward to working with Dyaco UK again in the future.”

Gym owner Jay Atwal added: “I’m so excited to have the facility open and start the journey with Hybrid.

“Dyaco’s Spirit kit has been a great addition to the kit mix that our members love, and the install team were quick and great at rectifying any last-minute adjustments.”

Matt Baker, national key account manager at Dyaco UK, said: “It’s been great looking after the Hybrid account.

“Loughton is a great site and it’s been a pleasure working with the team on kit planning, layout advice and final installation.

“I’m really pleased Hybrid Loughton has this amazing space to really offer a unique fitness experience. I look forward to working with Ant and Hybrid HQ on any sites in the future.”

Don’t be afraid to talk about money

By Katie Bulmer-Cooke WHY IS It in our country that so many of us feel uncomfortable talking about money?

We talk to potential customers and clients about our services and products and then go all sheepish when it comes to telling them the cost, and this is certainly something that is prevalent in the fitness industry amongst personal trainers and coaches.

To combat this we need to start by addressing our value as a coach, and remembering the positive impact that the work we do has on our clients.

We can all think of clients whose lives have significantly improved in numerous ways, as a result of investing in our services.

We’ve helped people to become fitter and healthier, but along with that comes improved confidence, quality of life, productivity, focus, better relationships…the list goes on and on.

These are incredibly impactful uplifts in all aspects of life and certainly shouldn’t be unvalued.

Katie BulmerCooke

Being more confident in our pricing, comes from feeling more competent in the work that we do, so it is paramount that we work on ourselves as coaches, both in a professional sense such as education,

qualifications, workshops etc, but also personally.

I’ve met so many coaches over the years who are brilliant at what they do, they’ve got it all going on, but they lack self belief or they are riddled with a feeling that they aren’t good enough, and it’s these beliefs, not their actual capabilities as a coach, that are holding them back.

In this scenario, working with a life coach or a personal development coach could yield great results.

Once you’re over the hurdle of confidence then the next challenge is often how we structure our pricing and bill for our services.

Now you’ll hear all the usual gurus on Instagram saying that you’ve got to run your business and payment set up in a certain way if you’re going to be financially successful, but the reality is it’s not a one-size-fits-all approach.

You may choose monthly direct debits, session packs, or a certain time frame of commitment with payment up front or in instalments, or even a hybrid of all three, but

whatever you choose has to work for you and your clients.

Also remember that you might not get it right the first time, and you may need to make tweaks and changes along the way, which is fine.

Then, once you’re more confident discussing pricing, and you know how you are going to bill for your services, it’s time to decide on the actual price of your product/service.

This area needs careful attention and planning and should factor in things like planning and programming time, travel, rent, equipment, professional subscriptions, marketing costs, ongoing education, the result that the programme gives the client and time spent outside of the session on things like calls and messages.

This is not an exhaustive list and each coach will have unique factors that they need to throw into the mix, but the principle of zooming out and looking at the business as a whole, remains the same. n Katie Bulmer-Cooke is an awardwinning fitness trainer, speaker and consultant.

UK FITNESS SCENE Advertiser’s announcement

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This is the future of school gyms St. Paul’s School has embraced the future with open arms.

Founded in 1509, this institution of learning has consistently evolved to meet the changing needs of its students.

St. Paul’s has now refreshed the landscape of school gyms with a visionary training facility that not only sets new standards but also shapes the future of athletic development.

The contemporary environment of independent schools has witnessed a surge in youth athlete development programs.

St. Paul’s, with its strong sporting heritage, recognised the need to refresh its approach to sports education. This realisation led to the conception of a progressive training space that would accommodate students of all ages and sporting disciplines.

The project’s vision was identified within a disused fencing room, which underwent a remarkable transformation.

Collaborating closely with Ryan Blake, the head of sport science, IndigoFitness emerged as the chosen partner to bring this vision to life.

IndigoFitness and Ryan used their gym design and elite sports experience, to infuse the space with a clear vision, ensuring both practicality and functionality.

Practicality was paramount in the design process. The training space needed to seamlessly transition from individual sessions to accommodating large groups during lessons.

A layout that offered visibility to coaches across the facility was crucial for

effective instruction. The zonal approach adopted by IndigoFitness allowed for distinct training modalities to coexist harmoniously. This strategy optimised space and facilitated both individualised coaching and group lessons.

Functionality was another cornerstone.

The layout and gym equipment selection had to align with the coaching philosophy, striking a balance between fundamental training and specialised exercises.

The choice of gym equipment, including back-to-back racks, free weights, and functional movement areas, played a pivotal role in achieving this balance.

Ergonomics played a vital role in ensuring a seamless training experience.

The positioning of equipment was meticulously planned, preventing unnecessary disruptions during lessons.

The design also emphasised fluidity between different areas, ensuring

smooth transitions between the freeweights zone and the open functional movement space.

The mezzanine, housed cardio, fixed machines, and physio/rehab areas.

This spatial arrangement catered to diverse training needs, providing a comprehensive array of training modalities.

St. Paul’s brand identity was meticulously integrated into every facet of the facility, from custom upholstery to logo plates, ensuring a cohesive and branded atmosphere.

The result was nothing short of exceptional. IndigoFitness succeeded in not only creating a visually stunning environment but also one that exceeded the expectations set by St. Paul’s School.

The training facility has become a hub of athletic development, equipped with cutting-edge tools for both students and coaches. It empowers students to excel in their chosen sports, while also

nurturing their overall physical literacy.

The facility’s multi-dimensional approach spans from strength and conditioning to physio/rehab and sport science, creating a holistic training ecosystem.

The training facility is prepared to become a magnet for prospective students. As St. Paul’s seeks to attract the next generation of bright minds and aspiring athletes, this state-of-theart facility serves as a powerful unique selling proposition.

It symbolises the school’s unwavering commitment to nurturing excellence, not just in the classroom but on the field as well.

St. Paul’s School’s journey to elevate athletic potential through a world-class training facility stands as a shining example of educational innovation.

The collaboration with IndigoFitness has created a space that sums up the essence of St. Paul’s commitment to holistic development, echoing through its design, functionality, and impact on student athletes.

As the school forges ahead into the future, this exceptional training facility will play a pivotal role in shaping the trajectory of its students’ athletic journeys.

IndigoFitness will be sponsoring Education Facility of the Year at the upcoming National Fitness Awards at the end of November.

This category is aimed at gyms which are based within a school or college or on a university campus.

Visit www.indigoftiness.com

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Advertiser’s announcement

Club attracts 229 new members in six weeks IF YOU’RE looking for a shining example of a well-managed health club, look no further than Romans Leisure Club within Sketchley Grange Hotel.

Under the management of Kate Darby, the club has a luxurious feel, an excellent range of facilities, and a fantastic team of fitness professionals. It is one of the bestequipped gyms in Hinckley.

In September of this year, Romans took a fresh approach to its marketing strategy by partnering with Creative Fitness Marketing (CFM) to reach those in the untapped local market.

The results of this innovative campaign were exceptional. A total of 229 new members enthusiastically embraced the ‘health awareness’ offer, with 75 additional members signing up on the club’s standard rates.

Romans decision to collaborate with CFM, experts in gym and health club marketing and sales, paid off brilliantly.

CFM’s Jonny Packard said:“In the post-pandemic era, health has become a top priority for people, making it an

opportune time for fitness businesses to Synchronising traditional methods promote themselves. of marketing with digital is crucial in “The key is understanding your target achieving results like these. market and delivering the right message At CFM they typically activate at least – this is what we excel at in CFM.” 10 different marketing mediums during a In the realm of marketing, it’s not just campaign including Facebook, LinkedIn, the message that matters; it’s also the outdoor signage, Instagram, community frequency of exposure. outreach, and events to name a few.

Many potential clients require multiple Incorporating social proof into marketing encounters with a message before acting. efforts can further nudge hesitant Advertiser’s announcement

prospects toward taking that important first step.

Tools such as Google and Facebook reviews, as well as image and video-based social proof are all effective in building interest and trust in brands.

Kate Darby, health and spa manager at Romans, added: “The hotel management company decided to get CFM in to boost our membership base.

“The campaign reached out to a wide audience through multiple marketing exposures and encouraged new members on the long-term membership alongside our own sales being higher than average.”

Romans Leisure Club’s collaboration with CFM was seamless, with James and Rob from CFM becoming integral members of the club’s team, managing the entire campaign on-site including the membership tours, sign-ups and associated administration.

If you’d like to discover more about the strategies behind Creative Fitness Marketing, visit their website at www.cfm.net or get in touch with Harry or Jonny at 0115 777 3333.

Community spirit – the key to sustained gym engagement FOR gym owners and personal trainers alike, community engagement is a constant challenge.

One of the most promising solutions?

Leveraging the power of community spirit and a robust network via social interactions in training apps can be a game changer. Human beings are social creatures with an innate need to connect, share, and belong.

By facilitating social interactions within a training app that measures effort over the long term, gym goers are more likely to stay engaged, not only because they’re chasing personal fitness goals, but because they’re part of a larger, supportive community.

Accountability matters. Imagine if your training partners knew about your routine and were cheering you on (or calling you out through a sense of healthy competition).

Social interactions within training apps foster a level of accountability that solitary software alone can’t provide.

When users within a training network set collective goals – be it shedding a certain number of Myzone Effort Points (MEPs), achieving a collective distance run, or even working towards a communal charity event – it brings about

GYM EQUIPMENT

a heightened sense of purpose.

Not only are you working towards your individual goals, but you’re contributing to a bigger picture, making every workout feel even more significant.

A dash of friendly competition can motivate individuals to push their boundaries.

Leaderboards, statuses, and other achievement systems integrated into the right training app can tap into this competitive spirit, driving users to outdo not just others, but also themselves.

Use your community to inspire each other and those looking to join.

Reading about Jane, a 40-year-old

mother of three who’s just smashed her personal best, or Tom, a retiree who’s taken up weightlifting and feels fitter than ever, can be incredibly motivating.

Sharing success stories and testimonials within the community can inspire others to get moving and keep pushing. That’s even more the case when you can show that effort as a colourful, visual measurement.

A tight-knit community isn’t just about celebrations, it’s also a platform for constructive feedback.

When gym owners and personal trainers receive real-time feedback from a diverse set of users, it paves the way for improvements in training programs, facility management, and overall user experience.

Finally, the friendships and bonds forged within a community can last a lifetime.

When individuals share their fitness journey, support each other during setbacks, and celebrate each other’s achievements, it cultivates relationships that go beyond the confines of the gym.

Give your community the tech that taps into age-old human behaviours and desires.

For more information visit www.myzone.org

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