Workout (October)

October 2008

The UK’s No 1 fitness industry magazine

Gym owner claims unfair treatment

By Nicola Hyde AN INDEPENDENT gym owner has launched a legal campaign with the Office of Fair Trading to put private gyms on a level playing field with subsided council-run facilities.

Ian Williams, of Empress Health Club in Mexborough, wants to set a precedent for other gym owners in the country who face the same problem about VAT payments.

Private health club members have to pay VAT on subscriptions where council leisure centres are VAT free.

Ian says while private clubs have to fork out thousands for business rates, council and trust-run gyms get heavy subsidies and grants for new kit.

He added: “It’s unfair and I want a level playing field. These gyms are getting subsidised out of rate payers’ money. I get stuck with a bill for £6,900 in rates while the gym down the road gets grants because it is a leisure trust.

“I don’t get the same treatment because I am a sole trader and, right now, there is nothing I can do about it. I think it’s diabolical and my letter to the Office of Fair Trading states that it is clearly an

unfair business practice. There is something wrong when you are unable to compete with other companies in the same business, something has to be done.”

Ian hopes his campaign will allow every privately owned gym in the country to be VAT exempt. He hopes the move will bring membership prices down, even winning heavy subsidies from the government. He added: “I haven’t got a problem with things like free gym membership, subsidised gyms, or no VAT – as long as it’s the same for everyone. We do the same job that they do, we can help tackle the obesity problem in this country, so why can’t we have the same treatment?”

Empress offers membership for £28-a-month – but when a leisure trust gym opened just a mile away it matched that price and is now even lowering it for certain groups.

He added: “I have just had two members who have been with me seven years leave because they save £7 a month. If I were to add on the 17.5 per cent VAT and then 26 per cent in business rates I would be way above their prices and people would not pay it.”

No 181 £3

Social website advice for operators

Independent gyms should train staff in how to be more personable to retain members, according to fitness guru Rosemary Conley. In an exclusive interview with Workout, the businesswoman – who spent just £8 on her first fitness club which was run from her kitchen – says the biggest improvement managers can make is ensuring they have a personal touch. Rosemary’s weight loss empire now has an annual turnover of £14m but she says the credit crunch is just another challenge. For more turn to page 22

GYM operators will be taught how to use social websites like Facebook and MySpace to attract new members.

The seminar will be held at Leisure Industry Week as part of the Major Moves conference and will show how platforms like social networking sites, as well as video games, can be used to get people involved in exercise projects.

Organised by SportEx, the event will feature a line up of speakers demonstrating how to create ‘exergames’ including how to send activity regimes to mobile phones, using Google’s pedometer as a motivational tool and the best ways to include Facebook and Second Life in active lifestyles.

The keynote address will come from Biray Alsac, who specialises in teaching fitness professionals how to integrate technology and social media into their work.

UK FITNESS SCENE

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Competition in memory of crash victim

By Dominic Musgrave A SOMERSET gym is running a competition in memory of a one of its directors who died in a plane crash in Brazil.

Unique Health and Fitness in Bridgwater is running the competition for its members to remember father of four Nigel Hodges, 52, who was one of six men missing after a plane vanished off the Brazilian coast in May. He was reportedly travelling with three other Britons and two Brazilian pilots when the light aircraft went missing off the north-east coast of Brazil.

“Nigel was a member and one of our directors,” said the gym’s manager Jean Hodges. “We wanted to put on something in his memory so decided that a challenge for our members was the best way to remember him. We will give a shield to the winner and it will become an annual event.”

The gym is believed to be the first in

the UK to be owned by the members after it nearly went out of business last year.

It changed its name from The New Avalon Gym to Unique Fitness in recognition of the way it is run.

Jean, who was also the manager in its previous guise, said: “The members were so keen to keep it open that they stepped in, set up a committee and decided to buy it and run it themselves. This truly is a gym that is run by the members for the members.

“It closed down for a couple of weeks last year, but the staff all returned after the takeover and I did as manager, and we haven’t looked back since. There were a few hiccups at first as were to be expected, but since then it has all gone pretty smoothly.”

The gym’s membership has grown to more than 250 members since it reopened, and a refurbishment programme is planned for the near future.

Neil prepares for run challenge PERSONAL trainer Neil Rhodes is gearing up for one of his toughest challenges yet – the Transalpine Run. Neil, 50, will have to run 186 miles, with 52,200ft of ascent over eight consecutive days from Ruhpolding to Sexten. He said: “Stage two looks pretty tough to me, with a distance of 30.2miles and having to cross four big mountains, I’m sure we’ll sleep well.

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“I enjoy the challenge and I find it motivates me and the people around me. I can think of nothing worse than preaching about being fit and healthy, then not taking my own medicine.”

As part of his training sessions, Neil climbed the roof of the Olympic Stadium in Munich, then abseiled 150ft into the arena.

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Winsford Lifestyle Centre was given its first big test when the new swimming pool was filled with water for the first time. The 25-metre pool, along with a smaller teaching pool, is a centrepiece of the new complex, which will replace Winsford’s current sports complex in April 2009.

The centre will be operated and managed

by Vale Royal Borough Council and will

also house a café with internet access, two squash courts, a multi-purpose hall for sports use and 500-seat auditorium, a 50station gym, dance studio, meeting and consultation rooms, a bar and a function room for up to 500 people.

Picture: Julie Kirkham, Winsford Sports Complex manager by the new pool.

UK FITNESS SCENE

4 A £6m campaign to get people fit has been launched in Blackburn that offers free gym membership. Dominic Musgrave found out more.

Blackburn with Darwen NHS Trust board chairman Nick Kennedy and Michael Law-Riding, executive member for leisure and culture at Blackburn with Darwen Council take a ride in a taxi advertising the new campaign.

Council fights back over shock statistics THE pioneering campaign was launched after statistics revealed that Blackburn and Darwen residents will die, on average, eight years earlier than people who live in other parts of the country.

Now, applications for the scheme – which gives people ‘Beez’ cards entitling them to free gym access – has more than quadrupled since the scheme began at the beginning of July.

The first phase of the campaign entitles people 50 and over, who live, work, or have a GP in the borough to free leisure activities at sports centres and other venues across the region.

This phase also includes free weekend activities for families with children.

It was launched at a special event

by Olympic gold medallist Daley Thompson and former long-distance runner Ron Hill.

Coun Colin Rigby, leader of Blackburn with Darwen Borough Council, said: “Every year, people in this borough are dying needlessly. We want people to live longer, healthier and better lives. We believe that this new plan will help do that, but people must want to do something themselves.”

The second phase, which starts at

the beginning of September, will include the 16 to 24 age group. Phase three, which will begin in 2009, will include all adults.

It has been introduced to help combat the shocking health statistics of people living in the area, including the lowest levels of physical activity in the north west.

“I am delighted that the take up of free leisure is already proving to be a huge success,” said Coun Michael Law-Riding, executive member for leisure and culture. “Beezcard applications have soared from around 100 a month, to over 1,000 in the last three weeks.

“We will make sure this increase continues to help everyone in our borough to enjoy a healthier lifestyle and live longer.”

Nick Kennedy, chair of the Blackburn with Darwen PCT, added: “I am really excited by this. Now everyone in Blackburn and Darwen can see the major commitment being made by the council and the health service in this unique partnership.

Free leisure for all will go a long way in helping us to help ourselves and, as a result, improve our health.

“It’s up to all of us who live and work here to take advantage of this super offer.”

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Fitness adviser to the stars Kathryn Freeland set up her mobile personal training company with the aim of providing the best quality trainers ‘direct to the door’. Louise Cordell reports.

Fitness adviser to the stars takes her training ‘door to door’ ABSOLUTE Fitness has been a huge success with celebrity clients including Cate Blanchett and Claudia Winkleman and Kathryn herself providing expert advice for papers including the Sunday Telegraph and the Daily Mail.

Now, she is taking her business door to door where her trainers visit clients at their home, office or local park and provide any equipment needed for the workout.

Kathryn added: “People like the fact that personal training is harder to get out of, if you don’t want a trainer turning up at your door then you need to make the effort to ring up and cancel in advance, but it’s the easiest thing in the world to just not bother stopping off at the gym.”

All trainers are qualified to REPS level three and Kathryn meets with them for group and one to one interviews, as well as practical and written exams before they join the company.

She said: “I am very fussy about the trainers I take on, as it is working well with the client and helping them achieve good results that keeps people coming back.

“Anyone can get the qualifications and expe-

rience, but the personality has to be right too.

After all, a trainer is going to be spending a least an hour or two a week, one on one with the client, so you need to be able to build a good relationship.”

Trainers also offer nutritional advice and diet plans as well as exercise ‘homework’ to help clients keep up their progress.

After starting up the business alone in 1997, Kathryn now employs 20 trainers and aims to keep expanding in order to cater for the growing interest in fitness programmes that take place outside the gym.

She added: “I think these days personal training has become a lot more normalised, whereas a few years ago it was seen as something more elite.

“Now it is less of a luxury and more of a necessity for a lot of people.

“Supply has definitely grown, as there are a lot more people involved in the industry than there were a few years ago, but demand is up too, so this isn’t really a problem, especially if you are providing a quality service.”

Precor comes out top of poll PRECOR has been named ‘best in cardio and entertainment’ in global fitness poll – for the fifth year running.

The company won top honours in the Nova7 People’s Choice awards, voted for by fitness professionals worldwide.

Precor scooped two awards: winning Best Cardio Equipment Supplier for the second consecutive year, and a fifth consecutive win for Best in Entertainment for its Cardio Theatre system.

Miles Rimell, head of marketing, said: “The market is calling for fitness facilities to elevate and customise their member experience, and globally cardio and entertainment are the areas of greatest demand and opportunity, so we’re particularly pleased with the Nova7 honours.”

Precor’s AMT was last year’s Nova7 Product of the Year and it also picked up three further awards including being named one of the world’s bestdesigned products in the prestigious ‘red dot’ competition.

The gym at Bexhill Leisure Centre has been extended and re-equipped as part of a £60,000 refurbishment project. Patrick Douart, the Mayor of Bexhill cut the ribbon on the project last month. It now has more space and extra gym stations featuring 15 new pieces of equipment, including Summit Trainers, a Smith Machine, a Cable Cross Over Machine and free-weights. The male and female changing rooms have also been overhauled.

Sue Adamson, Rother District Council’s leisure services officer, said: “It’s always exciting to find that you have new ‘kit’ to play with at the gym; it keeps your training fresh and encourages you to set yourself higher targets.”

Picture: Patrick Douart, the Mayor of Bexhill, works out with personal trainer Mia Aquilera.

Kathryn Freeland

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An independent gym in Essex has found that keeping in close contact with members is the best way to keep them coming back. Louise Cordell reports.

Natalie Scott and Kevin Reynolds say keeping close to members is the key to their success.

How the personal touch works ORIGIN Health and Fitness uses a weekly weigh-in scheme to keep track of clients’ progress and takes action if they are falling behind in their programme.

Kevin Reynolds, managing partner, said: “We go through our books every week and if people haven’t been in then we give them a call to ask what’s happened.

“We find this is a good way of keeping members motivated and they all seem to appreciate us making the effort.”

The club opened its first branch in

Hornchurch in 2003 before moving into a second, larger premises in Rainham three years later.

As well as gym facilities it offers boxing and kickboxing classes, a body building studio, personal training, mixed martial arts and skipping and abs classes.

Kevin added: “I think we benefit because we are not afraid of the body building market.

“Many gyms are put off by the sport’s reputation and steer away from it, but we find those members are very loyal and also like to have

extras like supplements available, which can also be good for business.”

The gym also uses ‘Trainsmart’ technology to help its members plan their training programmes. The machine can read the user’s metabolism, calculate their exact calorific requirement and also determine whether they are a carbohydrate or a fat burner, allowing them to adjust their diet plan accordingly.

Kevin added: “The Trainsmart technology has been extremely popular with all our members.

“A lot of body builders use it to adjust their diets and boxers who train here use it to drop fat before a fight.

“It is also great for our other members, especially from a personal training point of view, as it lets us give people a really personalised plan which means they get excellent results.”

Kevin believes that being a smaller club where the staff are able to take a personal interest in each member is the key to good retention figures.

He said: “We do everything we can to keep our clients happy, because it

is pointless getting new members in if you are losing old ones at the same time.

“However, we also try to be very proactive in terms of attracting new membership. We distribute thousands of leaflets a week and we are always making phone calls and chasing new members.

“We have also worked hard on building up a good relationship with local businesses, so many new members come from our contact with them.”

Kevin now plans to keep attracting new members by highlighting the three very different areas the club has to offer, the traditional gym facilities, martial arts training and wide selection of body building equipment.

He added: “I think we have a strong sense of identity now and we are not afraid of knowing exactly who we cater for and what we have to offer.

“In the end it comes down to providing that little bit extra, taking the time to stay in contact with members and helping them get the great results that encourage people to keep coming back.”

Have you got a story for WorkOut? Give our newsdesk a call on 01226 734459 or email: nl@whpl.net You can write to us at WorkOut newsroom, 47 Church Street, Barnsley S70 2AS

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Bob builds on his success A FORMER champion bodybuilder’s supplements business is going from strength to strength.

Bob Lockwood set up Anglian Sports Nutrition after he decided to retire and sold Fittabodies Gym in Bury St Edmonds, Suffolk.

The company produces whey protein, a powdered based drink, and now the former Mr East Anglia is launching a new website and range of products to help athletes continue their personal development in fitness.

“I decided to move into the supplements side of things because I wanted to stay in the industry after I had sold the gym and expanding the supplements section enabled me to move in a different direction,” he said. “When we first set up the company we were selling other companies’ supplements, but in 2004 we decided to start creating our own product range.”

Bob, who judges body building competitions, believes experience goes a long way in creating supplements that work: “Using different kinds of supplements myself over the years has allowed me to gather a lot of information which has help me to put the new website together.”

Gym owner Igor ready to expand

By Mary Ferguson A GYM owner from Slovakia has taken over a club in Chester – but is already looking for somewhere new.

Igor Klockov runs Total Rebuild Gym from a business park in the town centre, and is searching for somewhere bigger to expand.

He said: “This place is a bit small, I’d like to find somewhere more unique. Although the members do like it here because of the free parking.”

Igor’s gym in Slovakia was a small fitness centre and dance school which ran classes, and he is keen to find a space to offer a comprehensive class programmes here.

“I want to involve young people as much as possible. We get quite a lot of students here and I actively promote within the university, so I expect membership to double in the new term.”

The gym is popular with men because of the range of resistance equipment and free weights, but Igor is aiming to attract more women by purchasing new cardio machines.

The variety of supplements on sale generate a healthy secondary income stream, and custom comes from other gyms nearby.

“I am here every day, seven days a week so that I can try and get to know members.

“Maybe in the near future I’ll employ someone part time but at the moment I’m happy doing the hours myself.

“The gym was a bit of a mess when I took it over. I’ve repainted but I’d like to change the floor – it’s just difficult when we are open every day of the week.’

Igor said he has noticed big differences between the industries in Slovakia and the UK. He added: “In Slovakia there are only a few gyms and they are very posh and expensive – the cheaper ones really lack in quality.

“There is a lot more choice in the UK, but people want the same out of fitness in both countries.”

Igor is now looking for larger premises in the area.

Igor Klockov

Leisure Connection CEO Graham Farrant with former Norwich City goalkeeper Brian Gunn in the new facility

New-look flagship gym launched in Norwich FITNESS brand Harpers has launched its new-look flagship gym in Norwich as part of a nationwide rebranding scheme.

The 2,500-member Riverside, managed by Leisure Connection under the Harpers banner, features £250,000 worth of Technogym, Human Sport and Star Trac equipment. It has 100 new pieces of equipment that will incorporate new group activity classes including Human Sport Cables and a dedicated spinning area featuring the latest Startrac NXT bikes. There will be an area for personal training.

Kevin Yates, Harpers brand manager said: “We are thrilled with the look and feel of the centre.

“This is the first Harpers re-brand we have undertaken as we strive to offer private quality facilities in a public access environment.

“There isn’t another health club in Norwich, which offers these facilities and we are aiming to lead the way in local leisure and fitness provision, not only in Norwich, but across the UK.” There are plans for another ten refurbishments of Harpers gyms.

UK FITNESS SCENE

9 The Queen has visited the new gym at sport scotland’s National Centre at Inverclyde.

She toured the upgraded and extended Xcel Fitness Suite as part of a visit to mark the 50th anniversary of the centre. The Queen officially opened the facility in 1958, which was acquired with funds raised in memory of her father, King George VI. The fitness suite – which caters for elite athletes and the public – is the first facility in Scotland to offer the new Inspire series of treadmills from Life Fitness and it has range of resistance equipment including Hammer Strength Olympic Platforms and racks.

Alan Louden, territory development manager for Life Fitness, said: “The team really liked the idea of zoning, so we have created a number of separate training spaces divided by screens to guide users of all levels through their exercise journey. They have also included our new branding with inspirational images of people taking part in activity.”

I The Queen is pictured with fitness manager Duncan Liddel

FIA pilot provides big boost for gym

By Louise Cordell AN independent gym in Scotland has receive a huge membership boost after taking part in an FIA pilot programme.

Think Fitness in Roxburghshire joined the Active at Work scheme, which aims to create extra business for clubs by attracting local office workers in need of exercise.

New memberships have increased five fold in the last three months and the club has been able to cut its advertising budget to zero thanks to the amount of word of mouth recommendations.

For the 12 week programme, employees from two local businesses were offered free gym membership and taster fitness classes.

This involved getting nearly 60 gym novices through a health assessment and the induction process, resulting in a busy time for the staff.

Joint owner and manager Greg Dalgleish said: “It was definitely hard work, but we managed to get it all

The programme has proved a big boost for Think Fitness done in under two weeks.

“We also wanted to make sure it was done properly to make sure that every person got the right first impression of the gym and the best benefits they could out of the experience.

“It obviously worked because we got some great feedback and I think a lot of people had their preconceptions

about joining a gym challenged.

“They realised that it was actually a very relaxed atmosphere and that they could come along and have a good time with no pressure.”

Spinning, boxercise and circuit training classes during the pilot were also open to employees friends and family, leading to even more new memberships when the project ended.

Finally, the gym offered everyone who took place in the scheme a reassessment at the end of the 12 weeks. The results showed that every person that took part had increased their fitness level significantly.

Greg added: “We would definitely advise other gyms to get involved, either through a similar scheme or by getting directly in touch with local businesses.

“It is important to be well prepared as it is hard work at first and we took our time because we wanted to do it right. But at the end of the day the long term benefits were well worthwhile, so the gamble really paid off.”

Qualification offer for instructors BRITISH Military Fitness is offering its instructors National Vocational Qualifications (NVQs) Level 1 and Level 2 in Sports and Recreation.

The company has teamed up with The Training Agency to offer the qualifications to current instructors as well as ex-armed forces personal who want to join the company.

Kevin Lomas, operations manager, said: “We were receiving a number of enquiries from ex-army personnel who had plenty of experience and wanted to work for BMF, but didn’t have the relevant NVQ qualifications.

“We decided to work with The Training Agency to tailor these NVQs specifically for BMF instructors giving everyone the opportunity to gain additional qualifications while working for us.”

The Level 2 NVQ is also available to ex-armed forces individuals who are involved in resettlement, with the cost being covered by the resettlement package.

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24/7 gym targets busy workers

By Louise Cordell AN independent gym in Portsmouth is targeting busy workers by opening up the club 24 hours a day.

Twenty4Seven Fitness is the first facility in the area to open unmanned during the night, with members using a swipe card entry system when they want to work out.

Owner and manager Gary Lockwood said: “We want to make access to the gym as easy as possible for everyone in the community.

“Many people say that they don’t have the time to get to the gym or the opening hours don’t fit in with their schedules, but this takes those excuses away.”

Gary decided to extend the club’s opening hours after noticing the increase in 24/7 facilities like supermarkets and late opening pubs and clubs.

However, as it is difficult and expensive to get staff to work through the night he thought the unmanned system would work better for the club.

Now, from midnight to six am the gym is empty and a CCTV system takes over, monitoring every area of the facility.

Gary added: “We have been able to make the transition quite easily.

People might think that extending the hours in this way would result in higher costs, especially in terms of

insurance.

“However, we have worked very closely with our insurance company over the last six months and as a result we will not be paying any more than we were before, which is good for our members too.”

Special measures that have been introduced include giving members a keycard to allow them to enter together with a personal panic alarm that contacts the emergency services and the duty manager if it is activated.

They are also given a full safety briefing and sign an extensive disclaimer, which is a lot more detailed than a usual gym contract, to illustrate how important it is to be safe when exercising alone.

Finally, for extra safety, certain areas of the gym are closed off including the changing rooms, due to the lack of CCTV, and the two heaviest free weight machines.

Gary added: “Originally we thought it would only appeal to a small range of users, but we have had a big, positive response.

“We have done a corporate deal with a local security firm so that their doorman can visit the gym to destress after a shift and we have also had a lot of interest from casino staff who want to exercise after work.

“I think people like to have the option there, even if they are not sure they will use it and being able to offer something different gives us an extra

Exercise: the anti-ageing miracle WORLD renowned exercise expert Professor Derman presents his highly practical course on the role of exercise in anti-ageing.

Professor Derman is a pioneer in the study of exercise for rehabilitation and prevention of age related diseases and has looked after high profile clients including cosmonauts, Olympic athletes and international sports teams.

The course covers the benefits of exercise for antiageing; looks at what types of physical activity are most beneficial and what types of exercise works best at differ-

ent ages. The course will consider the six different exercise types, components of physical fitness, what constitutes too much exercise, basic prevention of sports injuries plus a guide to formulating an anti-ageing exercise programme.

There is a 25 per cent discount for Workout readers bringing cost to £71.25 – quote Workout magazine when booking.

It will be held on October 27. Contact: Lorraine 020 8450 7997, email info@iiaa.eu or visit www.iiaa.eu.

Professor Derman

The gym is the first in the area to open unmanned. edge against the competition.”

The club is now continuing to sign up new members and is in the process of introducing a reduced

rate ‘night owl’ membership for those people who only want to use the facilities between twelve and six.

Students build human powered submarine STUDENTS in America have built a human powered submarine using a stepping and climbing exercise machine.

Students from Sussex County Technology School in New Jersey used a modified Versaclimber to power their submarine as part of the International Submarine Races in Maryland.

The group of 20 engineering students used their arms and legs to propel the boat through the water and won first prize in the innovation category and third place overall for performance.

Neil Kelford, managing director of Versaclimber UK, said: “I was amazed to see the work that had gone into making the submarine.

“It really is the work of a genius to use the Versaclimber in that way and come up with such a simple but powerful idea.”

They achieved a top speed of 1.694 knots during the 100m race and were commended by the judges for being the first team ever to harness the power of the upper and lower body in a human powered submarine.

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When personal trainer Jason Michael was asked to put residents at a care home through their paces he did not know what to expect. Dominic Musgrave found out more.

Jason puts care home residents through their paces Personal trainer Jason Michael puts a resident through her paces JASON, of JJM Fitness, has visited Shaldon House care home in Bristol each week for the past six months.

He splits the residents into three groups and does cardio fitness, resistance and agility training with each for 20 minutes with the help of two of the home’s carers.

Some of the residents find the exercises difficult due to problems with coordination, while others can do them with little problem. Jason says it is a challenge trying to find the right balance with the sessions so everyone can progress and get fitter. This was different to anything I had done before, but I was

looking forward to the challenge,” he said. “Designing a programme for so many people with different physical abilities took some thought, but I couldn’t wait to get started. The improvement in the residents has been very encouraging. Each week I try new exercises to keep it interesting and keep the training progressive for continued improvement, and each week they rise to the challenge.”

And he says keeping it simple and knowing which exercises are successful and which are not is the key to a good session.

“I do resistance band work to help

strengthen the muscles and improve the movement in their arms,” he added. “I also use small hurdles to improve their walking technique and concentration. I think the exercise they have most fun with is the sparring gloves and pads, it gets them cheering each other on and puts a big smile on their faces.”

“The residents are enjoying themselves as well as getting important exercise, which in the long term will help improve their quality of live as they become more able and confident in what they can do.”

The home’s manager Sandra Hale

says the results have made a huge difference to the nine residents at the home, which caters for a range of mental and physical disabilities as well as dementia.

“We were worried about weight gain, health problems and muscle deterioration due to illness,” said Sandra. “We had been personally recommended Jason's help from a member of staff who had assured us of quality training, well organised sessions and specific training to needs. Since the training, there have been obvious signs of weight loss, and most importantly it is helping their with physical ability.”

14

UK FITNESS SCENE

Flood move is a winner for Sue

By Dominic Musgrave

Gladiators star Predator invited members of LivingWell gyms to travel ‘around the world in a day’ as part of a national charity event which raised £80,000. Participants aimed to travel the circumference of the earth by taking part in one of two sporting events – a mile route or a challenge event, where teams of four were given seven hours to complete as many miles as possible on a variety of CV equipment.

A SUSSEX independent gym owner says she has not looked back after flooding forced her to move to new premises.

Sue Kennedy, who runs the Zeus Gym, relocated to a warehouse on an industrial estate in St Leonards on Sea last November after her basement gym regularly flooded.

The new 5,000 sq foot premises boast a large gym and a new martial arts area, and Sue says she is planning further improvements in the future.

“There must have been some sort of problem with the structure of the old building because every time we had a bit of rain the gym flooded,” she said.

“We were on two floors with the gym in the basement below sea level which had something to do with the problem.

“It was a nightmare. The damage must have cost us thousands of

pounds because a lot of the equipment was ruined as it went rusty.

There were also nasty things growing up some of the walls with the water so we were glad to get out.”

Since moving to the gym Sue says she has managed to attract many new members, with most of those who moved elsewhere due to the frustrations with the flooding, returning.

“The response to the new gym has been fantastic and we are delighted that many of those people who left us have decided to return,” she added.

“We have also been able to attract people from other gyms with our equipment.

“We have got a plan in place to expand the services we offer in the next three to five years. We want to put in a new martial arts area, increase the size of the cardiovascular room and put in a spa and sauna facility. I also want to get more equipment in the gym and start doing supplements as well as the food.”

PERSONAL TRAINING

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Leisure chain unveils affordable package

By Dominic Musgrave A LEISURE chain is running an affordable personal training package that it hopes will tempt members into booking further sessions.

For £20, Harpers Fitness centres members receive five different personal sessions with a trainer at five different stages within the first eight weeks of their membership (or from the point of purchase).

Health and fitness brand manager Kevin Yates said: “We hope that once the course is complete the member will keep on coming back for more. If you go to a great restaurant and have an outstanding service experience that over exceeds the price you paid would you go back for more?”

The ‘Harpers Experience’ includes a 45 minute induction, personal training session, full body health check, movement analysis, a follow up PT session and a session about how the member can maintain their programme going forward.

Kevin added: “We have made the package as affordable as we possibly can for the local community and our members. Once we understand their requirements we can also offer a personal trainer service should they require.

“The personal trainers will be paid

Kevin Yates on completion of the sessions - they have minimums to complete per week and can forecast their total income from sessions already booked and appointments scheduled based on their close ratios.”

On average a single session with a personal trainer can cost between £20 and £25. The company says it has been inundated with bookings for the cheaper classes with its Harrow centre having more than 100 bookings on its first day and its Parklands site 66.

Kevin added: “We want to offer our members the most affordable personal training product in the UK and ensure all our members get a world class service. The impact will be greater usage and understanding of personal training to members and potential members across the UK.” But the concept is nothing new according to DC Leisure group fitness manager Lisa Taylor, who says the company has been offering a similar package for the last four years, but they do not call it personal training.

“The Kinetika Journey programme offers new members five half-hour sessions with a fitness instructor over their first four to six weeks of gym usage. The appointments are provided to every new customer free of charge.

“We have put together a strategy which we think works and it would be wrong of us to react and change it because a competitor is offering something different.

“If they are offering something so cheap then it may be that some things need to go in the delivery and that something gets charged back to the customer in some other way, but I don’t know how they run their business.”

Personal training thriving – research PERSONAL training in gyms is thriving despite difficult market conditions according to new research from Escape Fitness.

A survey of 300 public and private health clubs and leisure centres showed that three quarters already offer personal training and consider it to be very important to their business.

It also revealed that out of the clubs who do not currently offer the service, 67 per cent were planning to do so within the next year.

Lindsay Hodges, manager of Elite Fitness in Cardiff, said: “We have offered the personal training option

at our gym for years, but demand for it has definitely picked up, especially over the last few months.

“Currently about ten per cent of our regular members use our personal training facility, but we have many other people who come to us purely for personal training, and these actually make up the bulk of our PT clients.”

The survey also found that less than ten per cent of respondents thought that the credit crunch would be a threat in the future, with most believing that the personal training business would stay strong, regardless of the economic climate.

Lindsay added: “Money is tight for everyone, but instead of splashing out on expensive meals or nights out, people seem to be investing in something more worthwhile and long term – like the results of a healthier lifestyle and training plan.

“I think that if people only have a little money to spare then they are more likely to spend it on the right things.”

The research concluded that by focussing their investment in areas like this, that continue to be successful during difficult times, operators will be able to control costs and increase profits.

Many gyms ‘would struggle to match prices’ GYM owners and managers Workout magazine contacted said they would struggle to offer sessions at such competitive prices.

Theresa Hemmings manager of Results gym in Fleet, said: “There is always a deal to be had when it comes to personal training, particularly at this time of year, but I would have to wonder what you get for your money if they are able to offer their sessions so cheap. If it is a case of somebody showing a member how to use a machine and then leaving them to their own devices then I would not want to pay more than a fiver. It could be that you get what you pay for.

She added: “I would always expect to pay between £20 and £30 for a session with a personal trainer and between £50 and £60 for a top one. At the end of the day it is each to their own but I don’t think this type of offer will have too much of an adverse affect on the industry as a whole.”

Steve Walker, centre manager at Chesterton Sports Centre, said: “We have fully trained staff in the gym and I am happy for them to undertake personal training themselves. They tend to charge between £20 and £25 for the hour so to offer five sessions for £20 is a fantastic offer. It is probably something we could look at doing by way of an introduction to get new members.”

He added: “Personal training is certainly becoming more popular and we are seeing it being used a lot more since we refurbished the gym and attracted approximately 500 new members. There is no particular age group that uses personal trainers more than another, if anything the 3040 age range.”

I What do you think of Leisure Connections’ personal training package? Let reporter Dominic Musgrave know by emailing him at dm@whpl.net or ringing him on 01226 734407.

FINANCE

18

Technology revolution attracting members online

By Christina Eccles INDEPENDENT gyms are leading a technology revolution to attract new members online, according to an expert.

Ivan Stephenson, from the Leisure Finance Group, said most gyms have now got websites and an increasing number are even allowing clients to pay membership fees via the web.

The online direct debit facility allows people to sign up for direct debit membership through the gym’s own website by entering their bank details.

Ivan believes that gyms which do not have websites will be left behind – because they will find it harder to

collect payments and access member information they could use to help with retention.

He said: “Gyms which do not participate in this sort of scheme could risk losing out on an increase in income of up to 50 per cent from direct debit memberships.

“The advantages of using the direct debit collection service are that gyms can budget better as it means membership money is almost guaranteed to come in. They will also benefit from having increased cash flow.

“The collection rate is far better than it would be if it was dealt with internally as some gyms do not have the backup or staff to deal with

unpaid fees themselves.”

Ivan believes that allowing members to sign up and pay online could open up a new market for gyms – as the information can be used for marketing and retention drives.

Online systems also allow gyms to flag up any members who have cancelled their direct debits with the bank – giving them the opportunity to approach the member and find out why.

He added: “As online shopping becomes more popular our industry needs to follow suit and keep up with the times. The majority of clubs do now have websites as they are realising the importance of this.”

Ivan Stephenson

It’s the ideal time to invest in your site

By Sarah Watts, managing director of Alliance Leisure THE current economic climate may work as a bonus for many local authority, leisure trust and independent sites – which tend to charge less than high end health club chains – when ‘cash strapped’ members search for an alternative solution to their health and fitness needs.

Meeting the needs and expectations of these high end users is vital, which means now is the ideal time to invest in your site and ensure it matches up to the big high street names.

Don’t break the bank Attracting new members to ageing facilities is hard, and with no invest-

ment and high attrition rates, membership will eventually decline.

Keeping your site fresh not only lures new customers, but also reinforces the message that your existing members are important to you.

There are many ways to keep customers happy, without breaking the bank. In fact, simply painting the walls and replacing the carpet can help keep your fitness suite looking up to date, so even a lick of paint is important. Retaining your existing members could also help to pay for further key improvements.

Take a typical gym with 1,000 members, charging £28 a month. On average they will lose 70 clients a month.

Retaining just half of those would

add an extra £1,000 revenue per month to the monthly income stream. Operators cannot afford to sit back and rely on new members coming in.

Reducing attrition will help to fund improvements and additional costs can be found from the increased membership the site can attract.

Invest in equipment The market for remanufactured equipment has grown 100 per cent during the last five years, as operators have begun to recognise its quality. Remanufactured machines can be bought at a fraction of the price of the latest models, and most members won’t know the difference. Always look for certification, which guaran-

tees the equipment has been through a set checklist of work, a bit like Vauxhall’s Network Q, and gives quality assurance.

And look for leasing options too, which allow you to spread the cost over a period of time so that new membership sales can help to pay for the equipment.

Change your changing Independent research from Leisurenet Solutions found that 23 per cent of customers will leave a centre due to the poor quality of its changing facilities, and members migrating from high-end health clubs will really notice the difference, so investing in changing rooms really can show a commercial return.

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With the volatile economic climate ahead David Howard of Belmont Finance examines the importance of prudent financial management.

The financial pundits are predicting a very gloomy economic picture ahead, Credit Crisis: Recession: Increased Prices: Less Disposable Income: are headlines that have been in the press of late, without doubt the latter part of 2008 and into 2009 are going to be financially challenging for us all and no less so than in the leisure industry, with less money to spend and having to budget more carefully most households are going to prioritise their major spend and cut out unnecessary expenditure, leisure could find itself at the lower end of the priority.

At times like these it is essential that businesses take a close look at their financial position and in particular are they meeting income targets, if not why? And what can be done. For those operating minimum term membership agreements income should be meeting expectations in line with monthly forecasts however there is always a

credit control function required in order to collect late payments and for those payments not received arrears management disciplines are required, this part really make the difference and requires not only good management but also skill in order to maximise income and retain good customer relationships.

With an estimated £400 million of unpaid membership fees owing to leisure facilities this year there is a lot to be collected, make sure you have made every effort to collect what is owed and that it is in your bank account not your ex members, if necessary outsource your credit control and arrears management to a competent professional agency preferably one that subscribes to a professional association such as the ‘Credit Services Association’ who insist all members abide by their strict code of conduct in line with official consumer regulations and operate a compliant complaints procedure.

For further information contact David Howard at Belmont Finance; 0870 4586962 E-mail; dhoward@belmont-finance.co.uk

FINANCE

Budget chain in aggressive expansion

By Nicola Hyde BUDGET chain The Gym Group has announced aggressive expansion plans which will see three more gyms open this year – and another ten next year.

The company – which is backed by Bridges Ventures – opened its first gym in Hounslow last month.

It is the first company in the UK to offer private 24-hour gym membership at £14.99 per month with no contract or joining fees.

John Treharne, CEO of The Gym, said: “There is a huge gap in the market for a no-frills gym where you get what you pay for – state of the art gym equipment, qualified staff, who are on the gym floor rather than in an office, and 24 hour access.

“The Gym is an exciting new addition to the UK leisure sector and will revolutionise the way traditional gyms are managed.

“For example the management and recruitment of members online means the sole focus for staff is the customer in the gym.”

It has now appointed Colliers CRE to help deliver the expansion after its first gym signed up more than 5,000 members within its first 24 hours of opening.

The Gym Group aims to open fitness centres in prominent and busy locations across the UK in premises that are between 12,000 and 20,000 square feet in size.

Toby Hall, director of leisure at Colliers CRE, added: “Only 11 per cent of adults in the UK are members of a private gym and a further 18 per cent pay to use a public facility.

“The price point of the Gym Group will encourage a greater crossover between the two.

“In the Hounslow unit one-third of The Gym members are new to the private health club market.”

19

£35k invested in equipment A SHEFFIELD sports centre has improved its facilities for disabled people with the introduction of new specialist fitness equipment.

Concord Sports Centre has invested £35,000 in equipment from the Inclusive Fitness Initiative (IFI), which includes a low-seated row machine and a chest and shoulder press, to encourage the participation of disabled people in health and fitness.

The centre has also fully trained staff throughout the centre to work with people with disabilities on the new equipment so they can be on

hand to assist with their workouts.

Emma Lindop, health and fitness manager at Concord – who is coordinating the centre’s progress towards IFI accreditation – said: “We have been working hard to improve the centre’s facilities and make it more accessible to the local community.

“With the addition of specialist fitness equipment and trained staff we are looking to increase participation from disabled groups and show how health and fitness activities are accessible to everyone.”

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EZ-Systems also has an effective report writing tool that can be used to format data straight to an Excel spreadsheet. This is ideal for finance reporting as you can then manipulate the spreadsheet.

If you can measure it, you can manage it and a good management system allows you to ensure your profitability is as high as possible.

EZ-Systems’ automated yield management ensures that all resources are used to maximum profitability.

With this software you can manage

slow moving stock, gift vouchers, VIP customers, and stock valuations.

This system even allows spa therapists to monitor their commission from selling products and services.

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FINANCE

20

Technogym has grown in 25 years from its founder Nerio Alessandri’s garage to being the official equipment provider at the Beijing Olympics. Dominic Musgrave spoke to Nerio about the company and his plans for the future.

Nerio’s drive take business out of the garage

By Dominic Musgrave A TURNOVER of more than 385million Euros and a team of more than 1,500 people is a far cry from Technogym’s humble beginnings in a garage in the Italian town of Cesena.

Employed as industrial engineer at the time, Nerio, who was also a regular gym goer, designed and manufactured the first piece of equipment at his home.

“I was very young when I came up with the Technogym concept,” he said. “I had no investment opportunities available to me. But my products were innovative and stylish and I managed to get paid in advance by my customers, which enabled me to finance my ongoing projects.

“This was my dream and I have worked tirelessly life to realise – and succeed with – this dream.”

The company has completed approximately 55,000 installations worldwide: 35,000 of which are in commercial facilities and the remaining 20,000 in private homes. It has also been the official supplier for the last three Olympic games.

But Nerio says he is always looking to the future, and the company are working on several projects and expanding into new countries.

“We are working on a wide range of innovative projects at the moment, both in terms of the equipment but also on the service side,” he added.

“We are developing new market segments and are experiencing strong

growth in new and emerging markets including Asia, the Middle East and Russia.”

He says the industry has changed dramatically since he first started, with the biggest difference being the attitude of the gym users.

“In 1983 when I started out in the industry, public awareness of the benefits of regular physical activity was limited and only a very small amount of fit people were regularly using health clubs. These people did not need to be enticed into health clubs as they already know what they wanted and how to perform exercises.

“Today, the Wellness population is definitely a lot broader and ranges from beginners to the more advanced users.

“A broader population means that we have to provide equipment that is easy to use and can accommodate the needs of everybody.”

And he says the company is always trying to stay ahead of the game and is constantly developing new pieces of equipment.

“Equipment needs to be attractive, well designed, non-intimidating and offer users a natural movement. But it’s not only about equipment. It’s also about offering users a complete mind and body experience.

“This doesn’t simply comprise movement but also emotion, which is created through the right atmosphere, professional staff and educational services.”

Nerio Alessandri tries out a piece of equipment And left: The garage where Technogym was founded

‘Brand clubs could be the future’ BRAND clubs could be the future for leisure marketing – and independent gyms can cash in on the trend, it has been claimed.

Research by specialists Arvato Loyalty Services showed that 46 per cent of people surveyed were interested in joining a brand club and 21 per cent would be willing to spend over £100 to do so.

Over half would be interested in

joining a club linked to a leisure venue.

Andy Wood of business marketing specialists GI Insight told Workout: “Independent gyms can utilise a loyalty scheme to develop their relationship with their premium customers as well as to build a distinct identity to set their brand apart.

“For example, a premium membership for a health club that gave

members discounts in sports shops or local spas would enable them to set themselves apart as a luxury, boutique-style club aware of what their customers’ interests are.”

He added: “Furthermore, smaller independent health clubs can utilise the concept to maintain a sharp idea of who their customers are, even as they expand.”

Andy Wood

ADVERTISER’S ANNOUNCEMENT

UK FITNESS SCENE

22

Gym owners can stand out from the rest

By Lyndsey Smith GYM owners should add the personal touch if they are to stand out from the rest, according to one of the UK’s leading diet and fitness experts.

Rosemary Conley, CBE, believes the biggest improvement independent gyms can make is to encourage staff to be more personable.

She said: “Gyms need to be more interested in their members. In our classes we have a a very personal attitude, we like to know our members by name.

“Excellent customer service is the key. If smaller independent gyms can provide this then there is no reason why they cannot compete with the bigger chains. People need to be encouraged, made to feel important, and independents have the best opportunities to do this, with staff attitude a major factor as they are the main strength in any business.

“Independents do feel the pressure when they are competing against larger companies but they have individuality on their side and should use that to their advantage.”

Rosemary also had advice for owners feeling the effects of the credit crunch. She said: “The quality of

products and equipment is paramount to any business but keeping things fresh is the best way to keep your business going.

“We change our website every month, and update our magazine with new ideas and our sales are actually up 40 per cent.”

Her diet and fitness classes now help over 100,000 members and offer a low fat diet regime combined with a 45 minute aerobic workout.

She said: “Primarily people do come to lose weight but they need to be taught how to eat properly too.

“Although some women are naturally intimidated by gyms, and even more so if they are mixed, we feel that men can benefit too.

“We had diet trials for men that proved extremely successful. There is a stigma in terms of men attending diet classes but we now have more male members than ever.”

Rosemary has also set up a new nationwide initiative aimed at helping obese people, called Obesityawareness.co.uk. She said: “There is an economical demand for help with this issue and we feel it is important to pioneer ways to combat this.”

Personal trainer David McKinnon has raised over £11,000 for a local charity by completing the Three Peak challenge and cycling the distance between each climb.

David, of Elite Health and Fitness in Gloucestershire, set out last month to scale Snowdon, Scarfell Pike and Ben Nevis and cover a distance of more than 450 miles in under 60 hours by bike.

McKinnon said: “Scaling the three peaks turned out to be a mammoth feat and much harder, but much more enjoyable than I thought it would be.

“Fortunately all those months of training diligently in the rain have paid off and we will still be fund raising to the end of the year aiming to hand over a cheque to Hope for Tomorrow for £20,000 to help pay for the world’s second mobile chemotherapy unit.”

David took 56 hours 22 minutes to complete the challenge; he began scaling Snowdon on Thursday evening at 11pm and had finished scaling Ben Nevis, the third peak, by early on the Sunday morning.

UK FITNESS SCENE

23

Learn your marketing from the experts

by Dave Wright, Creative Fitness Marketing WE ARE exposed to marketing messages nearly every single hour of every single day - on the bus, in the streets, on the television and even in the clothes we wear. There are companies that spend millions of pounds every single year to target you as a potential client to their particular company or brand. Did you know that BMW invest millions of pounds on the sounds that the car makes when you change gears, put your foot on the brake and even when you close the door?

Why is that relevant to sales and marketing for independent health clubs? Easy, because we can learn from their research as long as we pay attention to what other industries do.

As big as we think our industry is, our marketing spend is a pittance compared to that of a Coca-Cola,

Nike, BMW. However, we can benefit and learn from their results and then apply them to our industry.

First you must activate your RAS... your Reticular Activating System, which in effect is a filter in your neurology. We are exposed to two million pieces of information every second and rather than our brain trying to process all of this information at once it filters all the information that we would think is irrelevant and only focus in on that which we think should be relevant. Have you ever wanted to buy a yellow car and then all of a sudden you notice how many yellow cars there are on the road?

That there is your RAS at work. Were the yellow cars always there? Of course they were, it’s just that you were not conscious of them and as you were focusing on yellow cars, you brought that to your attention.

The same goes with marketing for your health club. If you look at all the

great marketing ideas that other industries use and then think of how you can apply them to your club in your marketing, then you will learn from the true professionals.

The low cost gyms have emulated the success of the low cost successful airlines, the seven week free trials have been emulated from the online book orders and shopping channels, guerrilla marketing techniques such as fly-posting have been emulated by companies such as travelling circus and night-clubs. There is no question that there is still more for us to learn.

There is a saying by the great direct marketing guru Jay Abraham that says: “If you want to increase your business by 10 per cent, find someone in your industry that is highly successful and emulate them. If you want to increase your business by 100 per cent, find someone outside your industry that is highly successful and emulate them.”

Dave Wright I suggest that you switch on your RAS, step up and take notice of what is around you every day and you could turn your business around with phenomenal success....starting now.

Toning suite helps attract older members A STAFFORDSHIRE gym has succeeded in attracting more older members after installing a new toning suite.

Penkridge Leisure Centre has invested in a collection of equipment to cater for the over 50s, deconditioned user in order to encourage a wider range of mem-

bers to join up.

The centre is now also becoming popular with people who have received GP referrals as the machines provide health benefits including improved mobility and fitness.

Jane Holmes, duty manager, said: “Members are very pleased with the

installation of this new range.

“After a 30 minute session they feel like they have done something to improve their level of fitness.

“We did previously offer toning tables but they were not conducive to getting results, but this new Easytone Shapemaster equipment

is already starting to produce results and reach more people.”

The gym is now also offering a pay as you go option as well as full membership, to cater for a wider range of budgets and allow more people to try out the new equipment.

KIDS’ FITNESS SCENE

24

Youngsters learn about staying fit

By Lyndsey Smith

Young people in Wales are being steered away from crime and antisocial behaviour thanks to a new fitness facility.

The Engine House community project in the deprived area of Dowlais is using ZigZag’s dance mats to address community problems including a high crime rate, drug and alcohol abuse and poor health.

Paul Marshalsea, community projects coordinator, secured the 18th century building, together with £1m of funding to refurbish in 2002 and has created a play area and bought sports equipment including sports walls and dance mats.

He said: “The area’s antisocial behaviour rate has dropped a staggering 80 per cent since the Engine House Community Project opened.

“We believe that a fence at the top of the cliff is much better than an ambulance at the bottom, and local young people can now see some light at the end of the deprived, unemployed tunnel.”

The Engine House is now a drop in centre that caters for 23 competitive sporting teams as well as 550 young people and 24 local organisations, seven days and nights a week.

Fergus Ahern, ZigZag managing director, said: “The Engine House is an amazing achievement and Paul is now providing a huge number of children in the Dowlais area with a wonderful facility that entertains them, promotes physical activity and, above all, keeps them off the streets in a safe environment.”

MORE than 60 young pupils from Hull primary schools learned how to stay fit and healthy over the summer as part of the children’s university programme.

Muscles and motivation were just two of the topics covered during the four sessions delivered by trainers from Total Fitness and Hull Kingston Rovers rugby league club.

Claire Blacklock, an instructor at Total Fitness, headed up the sessions.

She said: “The idea was to provide a gradual introduction to exercise and encourage the children to continue with it after the course.

“We start off by finding out what they do at the moment, whether that’s walking to school or taking the dog out, then we try to get across the message that 30 minutes of aerobic exer-

cise each day is a great way to stay fit and healthy.”

It was the second course the two clubs have run this year and it involved three local primary schools – Thanet, Griffin and Victoria Dock – and a total of 66 children aged nine and ten.

The first sessions explained about major muscle groups and explained the importance of warming up, followed by boxercise and a lesson in motivation.

Claire added: “It’s all right doing exercise when they come here, but we want them to carry on, so I hope that my motivational tips will help them do just that.”

Total Fitness has played its part in encouraging kids to get fit by installing a family zone in its Hull Club which includes a variety of specialist equipment, including exercise bikes and rowing machines, for accompanied children from the age of four.

SUNBEDS

Gym to offer extras to attract clients

By Louise Cordell A MANCHESTER gym is planning to launch an extras package membership scheme – including sunbed, spray tan and massage deals – to attract new customers.

The aim is that by offering free or cheaper access to the club’s additional facilities, even former members who have stopped visiting will be tempted back.

Matt Abson, joint manager of Higher Level Fitness, said: “I have found that many people like to have the extras available when the come to a gym, even if they aren’t necessarily planning to use them, just so they have that option.

“The new deals will give them a chance to try out everything we have to offer, and hopefully keep them coming back.”

As well as a full range of traditional gym equipment, including treadmills, rowers, steppers and bikes, weights and resistance equipment, the club offers aerobic and martial

arts classes.

There is also a sauna in each changing room and a treatment room, which is home to a trained physiotherapist and a masseur specialising in tissue damage.

Matt added: “We also have sun beds and offer a spray tan service. The sun beds were in the gym when we took over five years ago and have always been popular, so we added the spray facility a couple of years later.

“Demand seems to vary depending on the time of year, for example, spray tan bookings are always high around Christmas time because of the office parties, and there is also an increase at the start of summer when people are getting ready to go on their holidays.”

These extras, as well as the massage treatments, also attract non members, who come along to the gym and use them regularly, even if they don’t want to join up, meaning extra profit for the club as well as more word of mouth recommendations.

Higher Level Fitness is launching an extras package membership scheme

27

TRAINING AND RECRUITMENT

28

Ten quick questions with: WHEN did you become interested in fitness and why?

Upon leaving the RAF (aircraft weapons technician) I wanted to ‘build-up’ yet I found a lack of quality knowledge – so decided to start learning. That was good few years ago and I am just as hungry now.

How did your career in the industry begin?

I was the area manager for a number of large health and fitness/bodybuilding stores for five years whilst my studies led into my teaching at Solihull College. This progressed into setting up my own business, GB Fitness, and teaching my own courses under its banner.

How have you ended up where you are today?

Hard work and self belief. Not following blindly but learning from the very best.

What's your fitness regime?

Nowadays a lot less then in the past. For many years I was an avid iron-pumper and trained at many hard-core gyms. With the diversity of my clients and the many athletes I train I have purposely slimmed down and now feel agile and fitter - which also helps with the skydiving that I do.

What is your most favourite fit-

ness fad to hit the UK in the last ten years?

I am not a fan of fads. There are many non-faves but I do work in core-stability work in a ‘real-world still lifting decent weights’ fashion rather than circus balancing with no application for sport/activity. Also although not directly fitness the application of Neuro Linguistic Programming so as to help the psychological aspect of working with my clients and students alike.

Which fitness fad is your least favourite and why?

Body-Pump type classes.

Correct resistance training technique is more technical than many understand and yet witnessing what is taught by some instructors facing away from their clients with the music blaring and performed at speed with little/no regard for on-going assessment is a recipe for injury and faulty programming.

Can you predict any new trends likely to hit the industry in the next year?

I am hoping a trend might be conscientious attention to correct form and instilling education from instructor to client without popping them on a machine and walking off for a

Cain Leathem, exercise and nutrition consultant and NLP master practitioner, GB Fitness

chat.

What would you like to see happen to the industry in the future?

Stricter policies on examination procedures before people are let loose with a license to potentially hurt future clients.

How do you see the next 12 months panning out for your company? What is your goal?

Expand on my courses that I offer, recruiting the best in their respective fields of expertise and to chose the very best to become GB Fitness Master Trainers.

If you could borrow one fitness expert's brain for the day, whose would it be and why?

I have had the pleasure of learning from leaders in their fields such as Paul Chek, Charles Poliquin, Udo Erasmus.

Michael Colgan is someone I plan to go and do some study with in the future.

Which trade shows are you attending this year and why?

As many as my crazy diary allows. I was a speaker at the London Fitness Forum on both days and always go to LIW but if I pick up one piece of info or meet one quality person at an expo/show then the trip was worth it.

Cain Leathem Cannons has appointed Richard Harlington as its new regional trainer assessor for the London region. He will be responsible for ensuring that every lifeguard and employee that works on poolside for Cannons, within the M25 at 29 facilities, is fully qualified with the appropriate IQL qualification.

Richard began working for Cannons in March 2007 as the duty manager at Waterworld in York.

“In my role as duty manager I often helped out with lifeguarding duties, I therefore recognise how important it is to ensure that not only the lifeguards hold the necessary qualification but also any other members of staff that are likely to fill in,” he said. “This is a fantastic opportunity for me to progress within Cannons and I look forward to strengthening our partnership with the IQL, who manage the National Pool Lifeguard Qualification (NPLQ).”

In his spare time Richard is assisting Pocklington School in Yorkshire in setting up their own lifesaving section and lifeguard club, with the aim to bring lifesaving back into the local community.

New qualification offer ZIGZAG’S ActivKids is now offering a nationally recognised qualification for adults working with children of all ages.

The company has become an approved training and assessment centre for Central YMCA Qualifications and will deliver the CYQ level two certificate in instructing health related exercise for children.

ActivKids founder James Porter said: “CYQ offers a diverse range of health and fitness qualifications which are based on more than 20 years of industry expertise, so we are delighted to have been accepted as one of

their approved training providers.

“Our training is aimed at both children and adults, with supporting workshops designed to up skill and inspire adults when working with children of all ages.

“The certificate will complement our existing range of training and allow us to offer a nationally recognised qualification alongside our other popular courses.”

The new status also coincides with the launch of ActivKids new training framework, which delivers leadership awards and child behaviour management workshops.

Founded in 1996, Medical Research Institute (MRI) is located in the hotbed of technological innovation – the San Francisco Bay area, California. MRI’s pioneering CEO, Edward Byrd, has elevated the world of nutritional supplements to a new scientific level!

Make no mistake, Ed Byrd’s history of innovations began well before he opened the doors to MRI. In 1993, Ed founded EAS and launched the first ‘zero calorie’ muscle enhancer, creatine monohydrate and as everyone knows this soon became the number 1 selling supplement of all time!

Ed and MRI have now moved forward from this early innovation and have pioneered a number of new categories to the nutritional supplement market.

These include the only controlled release Alpha Lipoic Acid (ALA) available today under the name of ISF-7, the revolutionary ‘Multi-Phasic’ Creatine product known as Anabolic Switch and NO2 Black the hottest Nitric Oxide product from MRI.

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WOMEN’S SPOTLIGHT

The gym’s Bring the Baby pilates class for new mums.

As independent ladies only gym Sequinpark celebrates its 20th birthday, owner Geraldine Waring reveals the secrets of its long lasting success.

CHRISTINA ECCLES found out more.

How back pain led to a new career GERALDINE first became interested in fitness after she was diagnosed with a bad back and her osteopath recommended exercise.

After joining the gym she realised it was a very male dominated environment so decided to set up her own gym where women of all ages and levels of fitness would feel comfortable working out.

She explained: “I started off exercising in a gym in the boiler room at Edmonton Baths – a bodybuilding gym with only about two women and the rest men.

“I fancied trying some weights as some of the men there used them and trained to bodybuild. In about three months I had transformed my body and I enjoyed it so kept coming back.

“Someone I worked with had also been going to a gym and we thought it would be fantastic to create a gym for women as there wasn’t anything out there for ordinary women.

“As women ourselves we felt other places could be quite intimidating and were either sports specific or bodybuilding gyms rather than a general gym for everybody to use.

“We wanted a place where women would be happy to come along and exercise which was accessible to all women.

“We have maintained that by moving with the times and trying to keep one step ahead – we introduced pilates and yoga a long time ago before they became popular.”

Geraldine and her business partner opened their first gym in 1984

Geraldine Waring and eventually expanded to own four sites. After selling the rest off about ten years later they were left with Sequinpark and she bought her partner out in 2004.

Sequinpark – which is situated in Highbury and Islington – has managed to be successful despite increased competition in the area because of its ladies only rule.

It has about 600 members and facilities include the gym, a studio offering a variety of classes per week and a steam room.

Geraldine added: “We give a good service and people like the personal touch. Sequinpark is a club where you are valued as a member. I think there are still women who like the women only concept and the privacy of it.”

The gym’s future plans include introducing new classes such as hula hooping and developing its running club and range of outdoor activities.

WOMEN’S SPOTLIGHT

31

Janey Holliday has been giving women in London the chance to improve their fitness and well being for several years. Now she has decided it is time for women nationwide to be able to get involved.

Christina Eccles found out more.

Janey rolls her idea out nationally JANEY’S company Fit For a Princess started life after she took part in an aerobics class run by a particularly inspiring teacher.

As a self-confessed gym hater, the class encouraged her to set up her own alternatives to the gym workouts she found so boring.

She became an aerobics instructor and then a personal trainer, setting up her own business. After the success of the first outdoor workouts she included a second site and has just added a third in Fulham.

The idea behind Fit For a Princess is

fitness combined with fun. The company offers outdoor exercise classes, bootcamps and personal training all designed with women in mind.

The workouts also change seasonally with themes including bikini blitz and the cling dress. According to Janey the themes make the workouts more fun while also making it easier for clients to be motivated and inspired by visualising themselves in that bikini or dress.

She explained: “The workouts have been designed by women for women.

They are such a lot of fun and not enough places provide that. A lot of

industry experts have always been into fitness but that wasn’t me. I have come from the clients’ position.

“If you look at the Australian model they have lots of outdoor workouts there.

“Exercising outdoors is fantastic for your overall health and you can do so much more than you can inside. I think we need to get away from the gadgets and get people back to basics – exercise has all got very serious and gadget orientated.

“We have a no bad weather policy – there is no such thing as bad weather, just bad clothes and a bad attitude.”

“People spend up to 95 per cent of the time inside and that’s sad.

Outside you can do so much more movement and workouts are less static and work more muscle groups.

Janey now has plans to offer workouts at another five sites in London.

Eventually she hopes to see Fit For a Princess expand nationwide and even internationally and is looking for trainers to set up group outdoor workouts and bootcamps in other parts of the country.

She added: “I was a one man band up to a year ago and now we have our own offices and staff.

“The company has grown from grassroots up and I want to continue to grow in a controlled way so that our standards are not compromised.

“We get requests from all around the country – every woman should have the opportunity to get involved.”

UK FITNESS SCENE

32

Boost for disabled members

By Louise Cordell A NEW Forest health and leisure centre will be welcoming new disabled members after updating its swimming facilities.

The changing rooms and showers have been redesigned to give better access and fulfill the council’s commitment to the national Inclusive Fitness Initiative.

A range of people with disabilities were approached for their views on the level of accessibility to health and leisure facilities, and their ideas were incorporated into the scheme.

Some of the improvements include wheelchair storage for people who use them, surfaces with contrasting textures and colours for the visually impaired, and an accessible family changing room.

Coun Maureen Holding, health and wellbeing portfolio holder, said: “As a council we have listened to everyone.

“Our senior surveyor Steve Davies has been very successful in devising a layout that satisfies the varied needs of the whole community.”

Ian Mahoney, manager of the independent Reebok Club and member of the FIA Operator’s Forum talks about why it’s time to get lean and mean. FIA Board of Directors

Riding out the tough trading conditions UNLESS you have been on Planet Zog you will not have failed to notice the tough economic conditions we are facing. You are probably only too aware of them.

For the Reebok Club, this has meant devising a strategy to cope with this and ride out the tough trading conditions.

Operators are judged by their investors (and themselves) and governed by performance. In hard times they have to step up to the mark or lose out to those around them.

The project I have had to set myself centres around the principles of increased efficacy and efficiency.

Costs must be analysed at every step.

Has every supplier been examined to ensure the best deal is available? If the best market rate is lower, renegotiate, or move.

Is every single square foot of your club paying for itself or do you have spare space in say storage rooms, offices, even hallways? Never forget that rates, rent and power are paid on every inch and every inch must be productive.

Are all members of staff behind you? Are they committed, positive and pulling their weight within the

Ian Mahoney team? There can be no passengers in the current climate and we must evaluate not only our staff but ourselves. Everyone in the business must be accountable and responsible. If they are – fantastic. Look at improving time management or where else you can make use of your skill base.

Is your club doing everything it can to bring in new business? New revenue streams must be explored. What makes your competitors attractive?

Could you do it too?

My electricity bill is due to increase by 65 per cent this year alone, which will take around £130,000 off my bottom line. Financially, I have to know where I am going to recoup this money, which is why I’m so interested in the collective purchasing scheme run by the Fitness Industry Association. The scheme ensures utilities are being purchased at the best possible rates on the best possible contracts - with the potential of saving up to 50 per cent on utilities, 40 per cent on telecoms and up to 60 per cent on business services.

It’s certainly not all gloom and doom, but operators must do a reality check – they must not sit on their hands. My advice is hope for the best but plan for the worst. Otherwise investors (or in some cases bank managers) will be asking difficult questions. It’s about managing expectations, but it’s also about taking action if heads are to stay above water. Chances are, in no time at all, we’ll be ready for the upswing and wondering why we didn’t take these measures in the good times.

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33

EQUIPMENT

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