Workout October 2013 by Script Media

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October 2013

The UK’s No 1 fitness industry magazine

ukactive chief issues rallying cry to industry By Christina Eccles INDUSTRY body ukactive has issued a call to action for the fitness industry to get involved in the opportunities available to encourage more people to become more active, more often. Speaking at Leisure Industry Week, CEO David Stalker told delegates the fitness and leisure sector has physical activity at the heart of its business, meaning operators are well placed to improve the health of the nation through the work they do in their clubs. He explained that, according to figures, there are now more deaths globally from obesity than malnutrition and in two generations, physical activity has declined by over 35 per cent – worrying figures which show it is vital the fitness industry forges closer links with the health industry to improve public health and reduce the cost of inactivity. He said: “Obesity is the biggest public health problem of the 21st century and we need to make a difference as an industry. In today’s environment there is an emphasis on localism and GPs will be given more responsibility for spending. What is your relationship with your local GP? Are we going to have a fitness instructor in every GP

surgery?” David also outlined ukactive’s key aims and areas where operators can – and should be – getting involved. These include: Establishing physical activity as a core business of the NHS and strengthening links between the medical and fitness sectors. Working with young people to engage them in physical activity from an early age and involving ukactive members in campaigns which help to target the whole family. Secure the support of businesses and major commercial brands to tap into funding streams and spread the message of the importance of physical activity as wide as possible. Utilise the latest innovations in technology to engage with communities in and outside of club environments. Ensure the organisation’s core supporter base of operators are engaged with ukactive’s missions and are involved in the journey. He added: “We are placed to make a big change to the health of the nation. All I ask for is your passion and commitment to the future of the industry.” A full LIW review will appear in the next issue.

No 241 £3

Celebrations as shortlist of clubs is revealed

Footballing legend Alan Shearer is among the celebrity fans of a unique group training concept – Speedflex. Tapping into the growing trend of combining high intensity training and group exercise, Speedflex is a 45-minute circuit based session, led by an experienced personal trainer. Incorporating low impact, high intensity, cardiovascular and resistance moves, the workout has been going down well at a Newcastle studio, with plans in place for a wider roll out. For full story see page 18.

CLUBS from the Shetland Islands down to Cornwall are celebrating after making the shortlist for the 2013 National Fitness Awards. Gyms from all corners of the country are represented this year at the awards, which are organised by Script Events, in partnership with Workout and headline sponsor Servicesport, and recognise excellence and achievement throughout the fitness industry. The Workout team is currently out and about visiting clubs on the list and by the end of the process, will have covered thousands of miles to reach them all. Reports will then be compiled and passed on to our expert judging panel, who will pick the lucky winners, who will then claim their trophies at the awards’ evening on Friday December 6. This year’s event will take place at The Palace Hotel in Manchester and will be hosted by former TV Gladiator Caroline Pearce. See the full shortlist and find out how to book your place at the event by turning to our dedicated National Fitness Awards’ feature, starting on page 45.

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Entrepreneurs’ ‘dream’ gym attracts over 3,000 members By Christina Eccles TWO entrepreneurs have achieved their dream of opening an independent club in their home town – and have now revealed plans to roll the concept out as a franchise model. Sean Thornton and business partner Ceri Smith opened 3-1-5 Health Club in Lancaster in May and already has over 3,000 members, who have been attracted by the club’s personal levels of service, attentive and knowledgeable staff and the wide range of equipment and activities on offer for all ages. Sean explained: “We have always had a passion for helping to change people’s lives and for inspiring and motivating them. “We’re not just out to create ‘gym junkies’. We’re about giving people the support, knowledge and motivation they need to do more exercise. “It’s always been our ultimate aspiration to open a club in our home town and it gives us the opportunity to give something back to our local community.” The club is also the UK’s showcase site for X-Force strength training equipment – a product which they

also have the UK distribution rights to – and which is going down well with members at 3-1-5. In the future, Sean and Ceri have ambitious plans to create a franchise model, which will primarily be aimed at independent operators looking for a range of kit and a business model, which will help them to stand out from the crowd. Sean added: “We don’t want to be followers, we want to be a leader. Our goal is not to be recognised as the biggest chain of clubs, but as the ones which people look up to. “Members are loving the X-Force equipment because it’s something new and unique, which we’ve brought to our home town. “Now we want to work with other clubs looking to differentiate themselves in the marketplace. “We are taking the franchise model to the next level with the uniqueness of the equipment and ongoing support we can offer. “I want to go back to the old country club days from the 1990s, where the gym becomes part of people’s ‘third space’, offering a variety of activities and also becoming a social hub with a cafe or bar.”

The gym area at 3-1-5 Health Club.

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Total Loser competition is a success PERSONAL training company ProFit has held a successful Total Loser competition, where over 400 participants between them lost 3,500lbs. The company, which operates throughout the North West and Yorkshire, held the contest through its network of personal trainers working out of Total Fitness gyms. The 16-week challenge aimed to help people make a real change to their diets and exercise regimes and offered the top three losers prizes including a £2000 holiday and an iPad. Co-founder of Pro-Fit Steve Butters said: “This was an exercise in support and education as much as it was about losing weight. “We wanted to prove to the people who took part that with better knowledge about the right foods to eat and the support of a network of Pro-Fit personal trainers and other participants, that weight loss can be sustainable and a positive life choice. The overall weight loss was incredible and it’s definitely something that we will be looking to repeat.” The overall winner was Keith Jones from Chester who lost 39lbs and 21cm.

Rugby legend Martin helps to officially launch gym By Christina Eccles RUGBY legend Martin Corry has helped to officially launch Market Harborough’s new Snap Fitness gym. The launch, for representatives from local press and trade media, existing and prospective gym members and stakeholders, was also attended by club manager Daniel Smith who thanked guests for their hard work and support in opening the facility in July. Daniel said: “We’ve enjoyed a fantastic first few weeks at Snap Fitness Market Harborough, already exceeding our membership target. “Today’s launch is our way of saying ‘thank you’ to our members, local businesses, suppliers and press who have provided us with invaluable support over the past few months and we look forward to being a part of the Market Harborough community for many years to come.” The Market Harborough gym is the third Snap Fitness in the UK and the first in the Midlands and joins an international franchise network of almost 1400 fitness clubs worldwide, which offer 24/7 access to its members at affordable prices and without any contract with the gym. VIP guest, local rugby legend and Snap Fitness member Martin Corry added: “Snap Fitness is exactly what Market Harborough and the sur-

Ash Pattani, Snap Fitness Market Harborough owner (left), Martin Corry (centre) and Rob Thurston, Cybex UK commercial director (right). rounding area needs; a gym with fantastic facilities, state-of-the-art equipment and reasonably priced membership. “As someone who has spent years competing in professional sport, I know only too well the benefits of having such a great facility on your doorstep. Whatever your fitness levels

or goals may be, having 24/7 access to a gym of this quality is a fantastic opportunity and something that the local community should be proud of.” Following the cutting of the ribbon, guests were invited to take part in a master class training workshop run by fitness equipment supplier CYBEX International.

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Businesses urged to sign up for first loyalty card By Christina Eccles

Beth Tweddle launches her Gym Stars programme with youngsters at Everyone Active David Weir Leisure Centre.

Olympian launches kids’ gymnastics programme OLYMPIC bronze medallist and triple world champion gymnast Beth Tweddle has introduced her Gym Stars programme for children into a leisure centre in Surrey. The star joined kids at the Everyone Active David Weir Leisure Centre to launch the classes, aimed at children aged two to eight who want to develop their basic gymnastic skills. The programme nurtures gymnastic ability, providing opportunities for the development of young sporting talent with pathways into local gymnastics clubs. Everyone Active South East regional director Duncan Jefford said: “We have a huge demand for gymnastics classes for this age group in our centres and working with Gym Stars

ensures that we deliver the best programmes for our customers. “The programme teaches kids crucial skills that will stand them in good stead for other sports and leading a healthy, active lifestyle. “ It’s not just about gymnastics, but hopefully we can help find some future gymnastics champions as well." The Gym Stars programme follows an award scheme compiled by Total Gymnastics, with children learning warm up, flexibility, rolling, jumping, balance, travelling, apparatus, partner work, sequences and conditioning movements. Each session will see a maximum of 16 children being trained by two Total Gymnastics trained coaches.

INDEPENDENT fitness, wellbeing and beauty businesses have been urged to sign up for the UK’s first nationwide, consumer loyalty card dedicated to the sector, which will be launching in January. Ahead of the launch, the team behind Fabyouless is launching a major drive to recruit independent salons, spas, fitness venues and personal trainers who want to reward new or loyal customers. Fabyouless business members will benefit from free entry to the scheme, an opportunity to generate commission without incurring costs and access to new local customers, while retaining and rewarding existing customers with discounted treatment offers. They will also benefit from the support of a national consumer marketing campaign, with weekly emails to customer card holders, promoting short term offers and a dedicated customer service support line. Business members will have total control over their online booking arrangements and will be able to use Fabyouless customers to fill empty diary appointments. Managing director Jo Kent said: “We aim to recruit over 1000 beauty and well-being related businesses to our Fabyouless scheme by the end of the year. “We will then launch a major online consumer marketing campaign targeted at women who spend signifi-

Jo Kent cant amounts on beauty products and services. We have accrued considerable expertise in the rewards and loyalty market over many years and know that discounts on beauty-related treatments are the most successful for businesses and consumers alike. “Our aim is to make Fabyouless the ultimate reward loyalty scheme for UK beauty businesses. It will deliver real discounts to consumers and encourage them to spend more with their beauty and well-being providers.” Fabyouless is a trading division of Fireball Media Limited, an established specialist in reward and loyalty marketing, which has run consumer reward campaigns for major brands such as Avon, New Look and O2.

Agency launches new website SPECIALIST sport and fitness design agency Zephyr has launched a new website and refreshed its brand. A specialist in strategic marketing and graphic design, the agency’s clients include PureGym, Fitness First, YMCA Fitness and Klick Fitness.

Owner Jody Ward said: “We’ve stripped back our brand significantly. Our market has changed, and so have we. Our new branding needed to reflect the Zephyr spirit, connect with our clients, and be bold enough to pitch alongside our international competitors.”

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UK FITNESS SCENE

Centre fully open after £700k refit

Member Kirsteen Coutts tries out a class.

Post natal class launched AN Edinburgh Power Plate studio has launched its first group post natal classes, following the success of its one to one sessions. The 25-minute intense sessions at STUDIOEH1 focus on restoring optimal posture, safe pelvic floor exercises, muscle tone, improving functional and core strength and combine a range of training exercises and equipment, including Kettlebells and TRX. Six mums at a time can take part in a class, with sessions running on Tuesday and Thursday mornings. Helen Gray, who owns the studio with husband Ian, said: “We are delighted to be able to fill a gap in the post natal exercise market for mums who don’t have much time on their hands or anyone to look after their little ones.

“The feedback has been fantastic with new mums being amazed at how quickly they have managed to get back into shape and how the sessions have increased their fitness level, all whilst having fun at the same time. “There is also a real community feeling to the studio which everyone loves and people seem to make new friends every time they come in. “The success of the sessions is not only down to the fact that they are 25 minutes long and the mums see the results really quickly but also because our trainers, who are great at motivating and encouraging our new mums, are highly professional and skilled. They understand fully what the mums have been through and know which pace to take them at to help them reach their goal.”

Triathlete and gym fitness coordinator Claire Bloom has achieved success in her most recent competition, which took place in London’s Hyde Park. Claire – whose sponsors include GRAVITY UK and David Lloyd Leisure – finished in 11th place and was the third placed GB athlete at the recent World Sprint Triathlon Age Group Championships. Her performance now ensures automatic qualification for the World Championships in Canada next year.

OPERATOR Freedom Leisure has fully reopened its Uckfield Leisure Centre following eight months of improvement works. Improvements to the centre included a new entrance lobby and reception area to reduce customer waiting times, refurbished squash courts and a retiled poll changing area, complete with walk through cubicles and showers. The £700k project was funded jointly by Wealden District Council and Freedom Leisure and was presented to the public at a family fun day where they free activities and taster sessions. Centre manager Stuart Crawford said: “We are delighted with the modernisation and improvements made and feel confident that people will make the most of the opportunities we have. “We did our utmost to minimise disruption and keep the centre open for the majority of the works. I would like to thank the Freedom Leisure team for their help, our visitors for their patience and the council for sharing our confidence in the project from start to finish. “The open day for the public was a great success and I’m looking forward to welcoming people back to enjoy the modernised facilities for many years to come.”

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

In favour of outdoor gyms AS an exercise professional would I like to see more outdoor gyms? The answer is a resounding yes! At our centre we have a 24-station gym and also a small fitness studio which backs the gym by providing punch bags, speed balls, swiss balls, medicine balls, power bags and TRXs. We also do exercise referral and a variety of fitness classes. The big snag is that gyms still have that lycra reputation that you have to a be a skinny young blond thing or a huge muscled gym rat to go in without being sniggered at. An outside gym near a kiddies’ playground could encourage mums, dads, granny and grandpas to do a bit while the littlies are playing (under supervision of course!) on the swings. Gym membership can be hard to justify in these times where heat, light and food will appear much higher on the bill priorities. So a free option would have to be

Editor’s Comment IT HAS been non-stop in the Workout office this month as the team has been out in full force visiting clubs which have made the shortlist for the 2013 National Fitness Awards. By the time the next phase of the judging process has been completed, we will have travelled thousands of miles, visiting every club on the list; from our most northerly in the Shetland Islands to the furthest south in Cornwall. As always, we have been blown away by the standard of entries this year and the welcome we have received in the gyms. It’s great to see so much inspirational work going on in clubs and meet the staff and members which make their facilities so successful. As we mentioned on the front page of last month’s Workout, it has also been encouraging to see so many new faces getting involved in the awards, with our Newcomer of the Year category looking set to be one of the most hotly contested trophies on the awards’ night in December. Well done to everyone who has made the shortlist – you can see the full list in our special feature on page 46 – and if we haven’t visited you yet, someone will be in touch in the next couple of weeks to arrange to come out to your gym. In other news this issue, we also take a look at the latest interactive membership solutions helping club owners to boost their business, check out the latest trends in functional fitness and I’m invited to take part in a Kettlercise class for our Challenge Christina feature. Next month, we’ll be reporting back all the hottest news from Leisure Industry Week and in the meantime we are always happy to hear your views and stories. Email us at ce@scriptmedia.co.uk or contact the team via Facebook or Twitter and you could appear in the magazine. Christina Eccles

more appealing. The sad thing will be that there is a strong chance of vandalism. There is an underclass who believes everything is there for them to vent their frustration in an un-

positive, destructive kind of way. Sadly, this is true even in a small community such as ours. Chris Howells Duty officer, Thirsk and Sowerby Leisure Centre

Excitement builds on Twitter as NFA shortlist is revealed Here’s what followers of @WorkoutUK and @FitnessAwards have been Tweeting us about this month: Tara Hammett: “So excited! I’ve been short listed to top six Personal Trainer award with National Fitness Awards @WorkOutUK #thankyou” Rigs Fitness: “@WorkOutUK We couldn’t be happier that we've been shortlisted for the ‘Best Newcomer of the Year’ Award at this year’s @FitnessAwards. Buzzing.” Richard Beever PT: “What an honour for @Visionhealthgym to be shortlisted for Community Gym of the Year at @FitnessAwards with @WorkOutUK #proud” Neil Hutchinson: “@MYZONEmoves Looking forward to trying out a demonstration of my zone @BurnleyLeisure today #bestgyminburnley #fitness ” joeybullfitness: “@WorkOutUK Many congrats on 20 years and thanks for my bit of book editorial in the current issue.” Fitness Writers: “Nice birthday mention

Tara Hammett has been shortlisted in the PT of the year category (left) and Joey Bull. for FWA in @WorkOutUK, thanks guys Looking forward to filming today in and happy birthday to you too!” prep for the awards. Then TEAM @CybexUK all coming this year...going to be a great night.” SH Fitness: “Congratulations to colleague @Adam_Stansbury for being short listed for Personal Trainer of the michelle jones: “Still buzzing about the year at @FitnessAwards” @FitnessAwards feel so proud of my team.” Cybex UK “Congratulations to Sole Fitness @SoleMuscles for being shortMi.To Therapy: “We’re very excited to listed for newcomer of the year at the be shortlisted in the @FitnessAwards! @FitnessAwards 2013!” Our very own Michael Lee has been nominated for Personal Trainer of the Year!” rob thurston: “@FitnessAwards

This month’s question: Who enjoyed this year’s Leisure Industry Week? What were the highlights of the show for you and what trends have you spotted for the coming months? Email your views to ce@scriptmedia.co.uk or message us on Facebook or Twitter

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Trainees and apprentices can prove to be valuable assets for gyms looking for young, enthusiastic members of staff. Client services director at Lifetime Training, Nigel Wallace, explains more.

Trainees and apprentices can be an asset to a gym What is a Traineeship/Apprenticeship and who are they aimed at? Traineeships are meaningful work experience placements, designed specifically to help young people, aged 16-24, prepare for an Apprenticeship. They are non-paid and can last from six weeks up to a period of six months. Lifetime Training offers 12 week courses. An Apprenticeship on the other hand tends to be seen as the next level up. Apprenticeships are work based learning programmes that enable young people to gain a nationally recognised qualification and the practical and softer skills they need to work in the industry. How does taking on an apprentice or trainee benefit a gym? Apprenticeships are designed to meet the needs of employers; helping to deliver a high calibre workforce by developing role-specific knowledge and experience to give businesses a competitive advantage. We’ve seen outstanding results with the likes of DC Leisure creating a unique training programme just for them. Traineeships offer employers the opportunity to create a rich talent pool. Working with trainees gives existing employees the chance to develop their skills and expertise in mentoring and coaching young people. How does it benefit the person taking part? Traineeships give young people, aged 16-24, the opportunity to develop the

skills and knowledge that they need to secure and succeed in an Apprenticeship or a job with a club, whether that’s a customer service, sales or leisure operational services qualification or role. With the support of a dedicated trainer, apprentices on the other hand can earn while they learn and at a pace that suits them. They’ll also have the benefit of following a defined career path with access to advice and guidance along the way. What does an operator need to consider when thinking about introducing Apprenticeships into their clubs? Quality training providers will walk you through the whole process, from recruitment through to training and certification. Lifetime Training is well placed to handle independents’ training provision. Having worked in the industry for more than 17 years, the company is now the largest provider of vocational training for the fitness and active leisure sector in England. Where can gym owners go to find more help or information in this area? I’d highly recommend the employer pages on the Apprenticeships.org.uk website for more information on Traineeships and Apprenticeships. Everything you need to know about these programmes is on there. Is there a cost implication for operators? Are there any funding opportunities available in this area? By using a recognised training provider, the training element of an

for employers taking on their first apprentices. The Apprenticeship Grant for Employers (AGE) can provide up to £1,500, which rises to £3,000 in London, for businesses that employ less than 1000 people to help with the costs of employing an apprentice. Your training provider should be able to provide all the details on this grant and manage the application process for you. The AGE grant is available until December 2014 but is issued on a first come, first served basis.

Nigel Wallace apprenticeship is funded by the government, the amount available can vary with age of the apprentice and the qualification. Like all employees, apprentices must receive a wage. Operators will pay an appropriate wage throughout the length of Apprenticeship training. The minimum wage is £2.65 an hour – which will rise in October to £2.69. We encourage employers to pay more for improved retention. Your time will also be required to supervise, support and mentor your apprentice. You should be prepared to invest as a vital part in getting the most out of any Apprenticeship programme. There is additional funding available

Is this something only large scale operators can get involved in or are there opportunities for independent gyms too? Apprenticeships are a great resource for start-up gyms or independent operators, particularly if you’re looking for a flexible resource and young, talented, and motivated individuals to join your team. What is the latest news in this area which operators should be aware of? Apprentices aged 24 or over on an Advanced or Higher Apprenticeship are now offered an Advanced Learning loan. If the loan doesn’t cover the full cost, the remaining costs will be paid by the apprentice. Contact your training provider for more details. About Lifetime Training: Lifetime Training was established in 1995 and now trains more than 15,000 learners a year across a number of fitness clients such as DC Leisure, Nuffield Health, David Lloyd and Fitness First.

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As Sports Leisure Management celebrates 25 successful years, Workout spoke to chief executive of the SLM Charitable Trust Stephen Hulme, who explained the story so far – and vision for the company’s future.

Everyone Active’s Westminster Lodge site, which opened last year (left) and Olympic swimmers and local children at the opening of Plymouth Life Centre.

25-year celebrations for Trust which boasts top facilities UNDER its Everyone Active brand, SLM – in partnership with the respective local authorities – operates some of the most impressive leisure facilities in the country. Its portfolio includes Plymouth Life Centre – the home training ground of diver Tom Daley – and Basildon Sporting Village, used by Olympic gymnast Max Whitlock, with the company to date running 93 sites. The SLM story started when Stephen was working as director for leisure and culture services at Hinckley and Bosworth Borough Council, where his role was to improve leisure services in the borough. After learning the council was going to externalise the running of a local leisure centre, Stephen decided he wanted to bid to run the centre himself, so resigned from his post and set up SLM in order to bid.

From the early beginnings of managing its first centre – Hinckley Leisure Centre – the company has continued to go from strength to strength, celebrating its milestone birthday with over 5,000 members of staff, some of whom have been with them right from the start. Stephen explained: “I am extremely proud of what all of our colleagues have worked so hard to achieve. A key factor in the success of the SLM Group is the quality of our colleagues and the passion that they have for what we do. “I think the low turnover of our colleagues is testament to the belief that we all have in the company and the fact everyone feels part of a team. “Some of our colleagues have been with us from the beginning, 25 years, and many for 10 to 15 years and upwards.” According to Stephen, one of the

company’s biggest successes has been the introduction of Everyone Active, bringing different services all under one easily recognisable brand. He added: “One of the biggest impacts to the company has been the introduction of the Everyone Active brand. “Previously swimming, sports, food and beverage etc were all separate brands. We were the first organisation in our sector to introduce a single brand for the whole of the business. The introduction of the brand has brought about huge developments for the company. “Everyone Active Online, the website, our social media communication and the introduction of the Everyone Active Card – for which we have over 1.5m registered users – are all a result of the restructuring of this single brand identity. “Everyone Active online has allowed

us to access and communicate with a much wider audience than ever before. “A further feature of the group is the strength of our head office, regional and group manager team. “We are very fortunate to have a senior management team, many of whom are recognised for their innovation and expertise in their specific disciplines. “The experience and connections that our colleagues have is key to us having our finger on the pulse. Ensuring we are at all the major exhibitions allows us to keep on top of what is new to the market. We also have good strong relationships with a number of key manufacturing companies such as Precor, who is a main fitness equipment partner. “Our track record shows that we are not afraid to be the first to bring new innovations to the public sector.”

KEY moments in SLM’s history:

and opening of the 50th site as part of the Bristol contract. 2011: In preparation for the Olympics, Basildon Sporting Village is opened. 2012: Plymouth Life Centre opens. 2013: Commencement of the latest and largest contract to date, Ealing, Brent and Harrow.

Learning lessons helps grow and improve the business OVER the years, the company has also learned some important lessons along the way, which have allowed them to continue growing and improving the business. According to Stephen, one of these has been recogising that the services they manage are not their services, but funded by local authorities to meet the needs of their local communities. He added: “Our role is to deliver specific services to that specific community on behalf of and in partnership with the local authority. We don't believe in 'one size fits all'. “We continue to manage the development of a strong brand whilst ensuring that there is not a loss of identity for the local authorities we work with when providing

1988: First contract at Hinckley Leisure Centre (pictured above) awarded to SLM. 2000: Sale of SLM to Castleview. 2002: 10th contract awarded is Ashfield to manage six leisure centres. 2007: Start of the Everyone Active brand

Future bright after contract award those services. “Delivering results is key and we cannot do so without recognising where these local authorities’ priorities lie and responding to that. They all have different aspirations and objectives – we need to be seen as a company that can deliver against all of those.”

SLM have also been celebrating after being awarded the largest contract in the industry for Brent, Ealing and Harrow – and the future is looking bright. Stephen added: “The outlook today is even more positive than ever before. “We are a recognised name and brand in the sector and I believe that

there will be many opportunities to secure more contracts given the financial challenges that local authorities will continue to face over the next two to three years. “The effect of the austerity measures will mean a reduction in funding for local authorities leisure services and SLM will continue to provide competitive bids and investment options.”

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UK FITNESS SCENE Advertiser’s announcement

DFC challenges you to spot the ddifference THE way DFC works has always been different. But now the way they look is noticeably different too. Their new design scheme creates a distinctive look and feel that makes the DFC brand instantly recognisable. This multi media rebrand will launch an entirely new brand look for DFC that encompasses logo, strapline, website and marketing materials. It coincides with their push to project more universally what their loyal clients have known all along – that DFC does things differently. This is summed up by the fact that they use the latest technology, complemented by a belief in total transparency, to efficiently collect direct debit payments for thousands of happy clients – leaving them free to manage their core business. With DFC as your partner, you have a powerful resource with a personal touch.

catching colour palette, contemporary typography and graphic imagery. The logo device sums up the finance offering perfectly and has also been memorably brought to life in an animated promotional film to be used on the website and at events. There will also be new adverts in major trade publications that clearly communicate the DFC difference that has been apparent from the day they opened for business, back in 1975. From day one, DFC has always offered a transparent service, with clear pricing and no hidden extras. DFC can handle any client, any size, in any market sector. They provide a seamless operation that perfectly dovetails into all their clients’ businesses giving them a powerful tool that maximises income, streamlines administrative processes and gives them a real competitive advantage.

Investing in individuality DFC creates direct debit services that are as individual as the people and companies they do business with. This individuality is now reinforced by the new look that uses an eye-

Direct debits done differently With thousands of satisfied clients throughout the UK, DFC is expert at tailoring bespoke programmes that meet specific requirements – so you get a direct debit system that works

smoothly and efficiently with you and your team. Their fully managed service efficiently collects direct debit payments from customers using traditional paper-based methods or through their online direct debit portal, FASTDD, either using your own Service User Number (SUN), using DFC’s BACS Bureau service or their Service User Number (SUN). There is a UK based customer helpline to support customers and answer any queries concerning their direct debit payments. So support is never far away. Other services include FASTDD Platinum, the super-efficient way for customers to make secure, paperless direct debit payments via your business website, and their Electronic File Transfer solution which is a simple,

efficient way to collect payments using either your own Service User Number or DFC’s. You can even stay up-to-speed around the clock with their innovative 24-hour data retrieval system. Now you can track all your customers’ DD payments, securing all the information you need to effectively manage your business administration. From leisure to telecoms, from utilities to publishing – DFC has direct debit collection expertise in a diverse range of sectors. They can supply extensive testimonials from happy clients and many successful case studies. To find out more contact them: Tel: 01908 422000 sales@debitfinance.co.uk www.debitfinance.co.uk Twitter: @debitfinance

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Joey adds her support to FitSteps concept TOP fitness personality Joey Bull has got behind new fitness phenomenon FitSteps, claiming the concept is one of the most exciting classes she’s seen to hit the UK. The concept has been devised by Strictly Come Dancing stars Natalie Lowe and Ian Waite, alongside world champion swimmer Mark Foster; and Joey was one of many participants on the recent nationwide Fitsteps’ instructor tour. She said: “I was lucky enough to experience FitSteps first hand on the recent instructor tour and was blown away by it. I’ve been around the industry for a long time and have seen so many classes, concepts and products come and go, but everything about FitSteps tells me it is going to be here for the long haul. “The classes are just wonderful and the team has put a superb support

Natalie Lowe leads an instructor class. structure and package in place for instructors. “Nothing has been overlooked and the whole thing is designed to attract and engage class participants whilst providing instructors with everything they need to make FitSteps delivery a successful business for everyone.”

Duston celebrates its first birthday DUSTON Sports Centre in Northampton has celebrated its first birthday. The centre, operated by Northampton Leisure Trust in partnership with Duston Parish Council, offers a gym, dance studio, four court sports hall, function room, bar and sports pitches. Since it opened, residents of Duston Parish Council have been able to

benefit from a half price leisure card and existing Trilogy Health and Fitness members have gained an extra leisure centre to enjoy. Northampton Leisure Trust MD Ian Redfern said: “The centre has had an overwhelming positive reaction from our visitors and it’s been great to welcome new and existing leisure card holders to enjoy our excellent facilities.”

Brian O’Driscoll with youngsters at the DL Kids facility at David Lloyd Dublin Riverview.

Brian opens new centre IRISH rugby legend Brian O’Driscoll has officially unveiled a new, £750,000 state of the art children’s fitness centre in Dublin. Former Lions’ captain Brian cut a ribbon to mark the opening of the DL Kids facility at David Lloyd Dublin Riverview, which forms part of a £1.35m investment this year by the operator to expand its successful kids’ model. The rugby star took questions from Year six pupils at St Andrew’s College Junior School in Blackrock, Dublin, before hosting a masterclass in the sports hall at the new facility, which also features three multi-purpose

activity rooms, a play frame, soft play zone, outdoor area, DL Kids cafebar and lounge. General manager at David Lloyd Dublin Riverview Sean Singleton said: “It has been an honour to have Brian O’Driscoll, a true sporting hero, open our new DL Kids facility. “This investment demonstrates David Lloyd Leisure’s ongoing commitment to developing facilities and services for the whole family under one roof. “There is no other facility like this one in Dublin and it is our aim to make every child’s visit to DL Kids a memorable experience.”

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Unique new group exercise concept arrives in the UK By Christina Eccles A UNIQUE, circuit based, group training concept is on offer to fitness fans at a facility in Jesmond, Newcastle upon Tyne. Tapping into the growing trend for HIT training and group exercise, Speedflex is a 45-minute circuit based session, led by an experienced personal trainer and combining a low impact, high intensity, cardiovascular and resistance workout for optimum calorie burn. Each circuit features seven Speedflex machines which automatically respond to, and create resistance levels based on the individual’s force, enabling users of all ages and abilities to work out together, at their own pace, while exercising multiple muscle groups simultaneously. Equipped with a heart monitor, users can view their progress on large screens, encouraging individuals to reach the high intensity zone and work to their maximum capacity. Speedflex training offers a wide range of benefits including accelerated fat loss, improved muscle tone, strength and bone density and enhanced power and speed. Cath and Parry Jenkins were two of the first people in the UK to trial

Speedflex at the head office in Newcastle. They were so impressed by the concept and the business potential that they became the first licensees in the UK and took over the Speedflex centre in Jesmond in March. Cath said: “As soon as we trialled Speedflex we became completely hooked. We soon saw the benefits that regular training could offer individuals, especially those who do not normally enjoy conventional exercise. “We could also see the huge business potential, especially with the growing interest in HIT training and hope to open additional centres in the area in the future. “Membership feedback has been very positive. The main reasons for joining include weight loss, improved fitness levels, and being able to track progress through assessments. “We offer an integrated approach to fitness with additional health services at Speedflex Jesmond including comprehensive health and wellness assessments, which consist of body composition, blood chemistry testing, blood pressure and VO2 max testing.” Celebrity fans include ex-footballers Alan Shearer and Rob Lee, who part owns a new centre in London which is due to open shortly.

Speedflex has proved popular at the Jesmond centre.

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Jenni Falconer at David Lloyd Leisure’s latest David Lloyd Studio. GymCube.com has joined forces with licence free music company GymSymphonies.

Saving money is music to online specialist’s ears ONLINE exercise and home workout specialist GymCube.com is saving money on music licencing charges by working with licence free music company GymSymphonies. Over 300 workouts from GymCube.com's Anytime Archive now use GymSymphonies music, with about 25 new classes being created every week also using the licence free tracks. GymCube general manager Ben Hampson said: “We chose to use GymSymphonies because of their outstanding reputation in the industry at making quality, licence free music. “We were sick and tired of generic music, and GymSymphonies offered

an incredibly cost effective solution to provide good music for our classes. Because of the number of classes we produce – at least 25 a week – it would have cost us thousands and thousands of pounds to use other music sources.” Founder of GymSymphonies Paul Glazby added: “We love working with GymCube. "They make extremely effective online workouts and we get to show off a big range of our music. “Sometimes it's important to create music specifically for individual workouts, especially when building in time signals for interval classes, so it's been exciting to work with some of the top instructors GymCube have."

Jenni opens Islington studio TV presenter Jenni Falconer has officially opened David Lloyd Leisure’s latest David Lloyd Studio in Islington, which will provide the UK launch-pad for its fitness programme, Orangetheory group training. Fitness fan Jenni unveiled the Orangetheory workout at the new studio, aimed at those who are timepressed and want flexible access to exercise. David Lloyd Studio, Islington is the first location in the UK to offer Orangetheory; a 60-minute session which comprises intervals of cardiovascular and strength training. The programme features three components – treadmills, rowing machines and weight training blocks – with sessions set to upbeat music and using heart rate monitors to track performance and optimise

cardio and resistance training. Product development director Hazel Geary said: “We are delighted to have Jenni Falconer officially open our latest David Lloyd Studio and launch Orangetheory group training, both of which are UK health and fitness industry firsts. “Jenni is like many David Lloyd Studio clients who lead very busy lifestyles but recognise the importance of keeping fit and healthy, and we’re always looking for new and innovative ways to enable and support people in achieving their personal goals. “David Lloyd Studio, Islington is our third high street studio and we have ambitious investment plans for expanding this model and for taking the Orangetheory group training programme to high street locations across the country.”

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Test sites chosen for range of group fitness classes By Christina Eccles TWO leisure centres operated by Burnley Borough Council have been chosen as test sites for a range of group fitness classes, which are new to the UK. Group X Systems has brought the successful American group fitness brand BTS to the UK, offering eight different classes – Group Power, Group Kick, Group Ride, Group Centergy, Group Step, Group Groove, Group Core and Group Active. Burnley Borough Council’s two leisure centres will act as test sites for new material to ensure both customers and fitness instructors are fully on board with each programme before its general launch to the public. The clubs will test Group Kick, Group Power and Group Centergy, which are currently running at its centres. Health and fitness manager at Burnley Borough Council Elaine Adams-Gilligan said: “We will teach the new releases across various classes and timeslots to reach a true cross section of members and ask for feedback regarding track content and music. “This is fed back to the programmers in the US, along with feedback from over 7,000 participants. If the standard falls below 70 per cent of participants scoring less than seven out of 10 for content or music, the specific track is reviewed and if necessary removed and replaced.”

Burnley Borough Council’s two leisure centres will test three different classes. Group X Systems renews its programmes every quarter to ensure the music, moves, and programmes never grow stale and deliver results for both the club and its members. The testing will take place four times a year, six months ahead of each release. Once launched, comprehensive surveys are completed again to gain valuable feedback for future programme direction. Elaine added: “Both the staff and our customers have been very excited about the new classes. Where before our group fitness programme was

very popular, now it’s simply amazing. “Having delivered these classes for six months and seen the innovative and up-to-the-moment techniques I would not expect any less. “We are very excited and very proud to have been selected as a test site for the Group X Systems’ classes in the UK – what a prize to present to our customers. “And when has any other provider considered using a club in the North West? The instructors can’t wait to see each release to find out what the next instalment holds.”

The gym as the new workplace? By Brendan Chaplin RECENTLY I read a short quote saying that ‘if you don't understand people, you don't understand business.’ We've all heard the statement it's not what you know as much as who you know. And in these times of austerity, the old adage is proving to be more poignant as people are less likely to risk doing business with someone they don’t know. So it is becoming more and more important to have a great network of people around you to bounce ideas off, speak with on a regular basis and just help you to get places quicker than going alone. But where do you find those people? They don’t just grow on trees and how do you break the ice? Especially if you are naturally less talkative than your peers and those in your business circles? Sure you can try and find people through social media and online but then it just becomes a virtual relationship. And most business takes place in the real world. Well increasingly people are now finding the answer to this problem next to the water cooler or behind the treadmill as they burn off calories in the gym. Yes it’s the gym not the office that is rapidly becoming the new workplace, with business deals and contacts

Brendan Chaplin being made on a daily basis. Gone are the days where you have to be trussed up in suit and tie to conduct business and clinch a new contact or deal. Now we are more likely to be 40 minutes through a sweat soaked and gruelling uphill jaunt on a treadmill, trading business tips and sales with an equally exhausted potential client next to us. As the nation becomes aware of the need to keep fit and healthy it's

becoming more and more prevalent that business is being conducted in this environment. Sure we have the golf course, the after dinner drinks and social events, but what about all those hours people spend doing their 'cardio'? And people away from an office environment tend to be more receptive to ideas than they are in a clinical office space as their mind is clear from the daily drudgery. In fact, the practice of people doing business in the gym has sparked grass roots bespoke networking events which are now happening in the gym environment. The Edge gym in Leeds has hosted one of these such events recently and the attendees loved it with the relaxed location of a gym. The training facility – whose slogan is 'Beyond a gym' – is planning another very soon which I will now be getting involved with. Business is now being done in a different way. It's all about the people as it always has been, but the environments are changing. Get ready to get happy, fit and wealthy! Coming to a gym near you and remember you heard it here first! Come and find me at www.brendanchaplin.co.uk for more coaching, education and mentoring or get in touch through twitter @brendanchaplin

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Sites add GRAVITY OPERATOR David Lloyd Leisure has invested in Total Gym equipment at a further three sites to offer GRAVITY Training. Clubs in Kensington, Luton and Worcester have each added four Total Gyms, offering small group team training. The clubs will use the same model as proved successful at the David Lloyd site in Chigwell. On top of monthly membership, members can choose from two packages: either six weeks of one hour per week sessions or six weeks of two 45 minute per week sessions. The Chigwell club has 77 members signed up to a GRAVITY programme, with 20 sessions timetabled each week. Head of sports, health and fitness at David Lloyd Leisure Rob Beale said: “We're always looking for ways to enhance our members’ experience and GRAVITY Training at David Lloyd Chigwell has already proved very popular among our members. “We’ve just had four more instructors trained up to deliver more GRAVITY sessions and offer more courses for members to sign up to. Rolling out the concept to the clubs in Kensington, Luton and Worcester was an easy decision.”

The power of ‘emotional’ selling By Miles Grant FOR anyone who hasn’t seen the movie Total Recall, it’s about a man who goes for a virtual vacation in which memories he has yet to experience in his reality are implanted into his brain. The underlying message of the movie is simple – it’s the good feelings or emotions we get from our experiences that we seek more than the actual experiences themselves. When a prospect visits your health club they do so not just looking to ‘lose weight’ or ‘tone up’ but instead for the emotions associated with those outcomes. Your responsibility is to communicate with them in a way that gives you the best chance of helping them make the emotional associations in their mind that will influence their decision to join your club over your competition. Put simply; speak to them in terms of ‘what’s in it for them’ and not in ‘fitness speak.’ When you bought your last car, my guess was you weren’t interested in finding out about ‘pump valves’ or ‘brake horse power’. No, you were interested in whether it was the right colour, reliable, quick and easy to drive. How you speak to your prospects will ultimately determine your sales success. Always speak in the positive

Miles Grant and help set outcomes while they’re there. Some examples of questions you can ask that will generate emotional associations in the minds of your prospect: How will you know once you have achieved your target weight loss? How will things be different for you once you’ve reached that goal? What will losing that weight allow you to do that you aren’t able to do right now?

What will need to change for you to achieve that weight loss? Do you know someone who has had a weight loss goal that has recently achieved it? How has that made them feel? What will happen when you achieve your goal? What will happen if you don’t achieve your goal? Setting outcomes like this allows your prospect to tune into the emotions (both positive and negative) which will increase the likelihood of them joining your club. By setting an outcome, we become aware of the difference between what we have currently and what we want instead. By filtering our prospects’ thinking toward what they want to achieve, we pay attention to the opportunities which will assist them in achieving their desired outcomes. In setting outcomes and having an outcome orientation, we create a direction and purpose in life by which we can ‘programme’ ourselves to consistently achieve what we want. During October, Miles is offering free 45 minute NLP sales tele classes where he will share with you the key principles of Neuro Linguistic Programming and the impact NLP can have on your team and their ability to sell more effectively. For more information email Miles: miles@milesmoremembers.com

If you’ve got a story for Workout email Christina Eccles at ce@scriptmedia.co.uk

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New business helps women to increase their fitness levels By Christina Eccles

Slaley Hall Hotel in Northumberland has extended its popular spa facilities. The spa has expanded its treatment rooms to offer guests dual treatments, so friends and family can enjoy being pampered at the same time. Spa manager Alex Messham said: “We are very excited about the new dual treatment room and private relaxation area. We have found that many guests visiting the hotel are enjoying the spa facilities with friends and family – this makes the dual room ideal, as they can still chat to one another while having their treatment.”

A quarter of regular exercisers ‘never stretch’ during workout A QUARTER of exercisers never stretch before or after their workouts and only one in six do a proper stretching routine every time, according to a study from online sports equipment retailer Sweatband.com The study polled 1,891 men and women as part of ongoing research into exercise habits. All respondents classed themselves as regular exercisers. Respondents were then asked about their pre and post-workout routines, with reasons given for not properly stretching including preferring to spend the time working out, did not believe it was necessary and did not really know how. CEO of Sweatband.com Maz Darvish

said: “Stretching is often regarded as an essential part of an exercise routine, but a lot of people simply fail to do so. “There is debate as to whether or not stretching actually prevents injury, with arguments both for and against it. “However, regardless as to whether or not this is the case with injury, it certainly can help in other ways. Stretching muscles aids flexibility and suppleness. It can also help to improve posture and reduce muscle tension if performed correctly. If you spend all day sat at your desk with a daily driving commute thrown in, then stiffness can be a problem, which is helped by stretching.”

Angus opts for Keiser UK KEISER UK has supplied indoor cycles to Angus Leisure, in a deal worth £57,000. The deal included 67 M3 Bikes supplied across three of Angus Council’s leisure centres; Carnoustie Leisure Centre, Lochside Leisure Centre in Forfar and Saltire Leisure Centre in Arbroath. M3 Bikes were also previously installed at Montrose Sports Centre,

which underwent a £10m refurbishment in November 2012. Leisure services support manager for Angus Council Iain Stevens said: “Our old bikes were in dire need of replacement. We knew that we wanted high quality bikes with magnetic resistance, as well as ones that would fit the best value criteria required by the tender process. Keiser came out top.”

A NEW business in Teesside is helping women to increase their fitness levels – and learn to feel good about their bodies. The Bootylicious Bootcamps brand was created by Jayne Davison who teaches fitness bootcamps and group class Miss Booty, which are both proving popular with local women. Jayne explained: “In the past I’ve struggled with my weight and there comes a point when you get sick of dieting. “I’d also seen other people with similar issues and thought wouldn’t it be great if people loved the body they were in? Sometimes all it takes is for a woman to lose a few pounds to feel amazing in a dress.” The Miss Booty workout has been taking place in local community halls and is a fun 45-minute class, which is designed to work and tone all different parts of the body. Women can wear trainers or heels and work out to feel good tunes from the likes of Beyonce and Rihanna, as well as classics such as the aptly

named Destiny’s Child track, Bootylicious. Jayne added; “It’s a fun workout, which uses different muscle groups, and anyone who has tried it, absolutely loves it. “It is more of an exercise class than a dance class and begins with a warm up and stretch. “We run through about 11 tracks in a 45 minute workout, including moves such as squats and lunges. We target different areas but put a fun twist on it.” Jayne is currently running two bootcamps a week, which she is soon increasing to three, as well as two weekly Miss Booty classes and is eventually looking to roll out the concept to train up other instructors to teach it around the country. She also has plans to open her own unit, where she will teach her own classes, as well as hiring out the space for others to use. She added: “I’ve had some excellent feedback on Facebook and I’m really trying to spread the word about the business now. It’s all about making fitness fun.”

Manager returns to Verbena Spa YORKSHIRE based Verbena Spa has appointed a new spa manager, Lisa Batty. Lisa will oversee the everyday running of the award-winning facility, which is based at the Feversham Arms Hotel in Helmsley. This is the second time she has worked as spa manager at the Verbena Spa, originally helping to launch it in September 2008. Lisa said: “I’m delighted to be back at the Verbena Spa; it’s a bit of a homecoming for me, like returning to an old friend. “The hotel and spa has such a unique offering, so when the opportunity arose I had no hesitation in applying. “The hotel and spa has certainly changed since my last time here, evolving into a more all-round luxury experience.”

Lisa Batty

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Accounting software helps James to be more efficient By Christina Eccles

All the retention data you need ARE you wasting money on costly monthly licences for ‘club management software’ you don’t use? Now you can get all the essential recruitment and retention data you need at no cost – MVS+ gives you swipe-card entry control linked to real-time payment status info plus data on one dashboard screen. With no data entry required, you can see up-to-the-minute attendance info, plus new members joining, plus their membership type. Designed in consultation with gym owners, on a single screen you see pie charts plus a red/amber/green traffic light system to flag up people whose attendance is low in the last two months. No analysis paralysis, No cumbersome uploading or downloading of data (which after good intentions soon gets forgotten to be done…) – just the data you really need to run your club effectively. For more information, visit www.ashbourne-memberships.co.uk or call 0871 271 2088.

A SUCCESSFUL personal trainer has told how utilising online accounting software has helped him to be more efficient with his admin and accounts – and create a better work/life balance. James Parker, who runs personal training sessions and outdoor bootcamps under the brand, Progressive Fitness, has been using software from Xero to manage his customer accounts, meaning admin jobs take up a fraction of the time they used to and he can concentrate more on the parts of the business he enjoys, such as spending time with clients. James explained: “As a personal trainer, I’m much happier in the gym or outdoors with my clients. Admin and accounts are definitely not my favourite thing. “Xero’s online accounting software has made it quick and easy for me to keep up to date with my accounts, giving me more time with my clients.” James, who is looking to expand his business in the future to offer a children’s fitness programme, also told Workout that since streamlining his admin into an online system, he’s also been able to restore more of a balance in his life – dedicating a few hours a week to sorting out this type of task, rather than it eating into his weekends.

James Parker He added: “It gives me a professional image to my clients for invoicing and receiving payments. I’ve also been able to set up automated invoicing to my regular clients which helps me to keep my cash flow nice and healthy. “It’s easier to keep on top of things. Before, I would have had to dedicate a lot more hours to it, where now I can see clients or have more family time. “Now I dedicate a couple of hours

on a Monday morning to admin, which creates a better work/life balance.” How have the latest software solutions been helping you improve business at your club? Tell us more and you could appear in a future issue of Workout. Email details to ce@scriptmedia.co.uk, Tweet us @WorkOutUK or contact us at www.facebook.com/workoutmagazine

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Technology used by twofifths to help lose weight

Virtuagym launches a complete solution AMSTERDAM based company Virtuagym has launched a complete solution for health clubs and personal trainers. With over 3m downloads Virtuagym was already one of the most popular consumer fitness apps in the app stores. And now it’s gearing up to dominate the gym and personal training market with its affordable, professional solution. The system’s core is a branded community with integrated mobile apps for exercise, nutrition and progress tracking. Additionally, it offers powerful business tools for coaching, scheduling, task management and even integrated memberships management and billing. Virtuagym’s unique offering hasn’t gone unnoticed. CityFitness, the largest gym chain of New Zealand,

recently signed a deal with the company for a branded gym community and mobile apps. COO of CityFitness Doug Hatten said: “We did an extensive international search on fitness software and apps. Virtuagym came out the best, having the most complete offering for both our staff as for our club members.” But also many smaller businesses including personal trainers are already using Virtuagym Professional. Independent personal trainer Lars Vrolijk added: “The best thing about the system is that everything is integrated into one solution. Finally I don’t need different programmes to run my business. This saves me time and money.” For more information visit www.virtuagym.com/professional

TWO fifths of Britons rely on interactive technology such as dieting apps on their Smartphones when attempting to lose weight, according to a study. Research by comparison site www.mobilephonechecker.co.uk polled 1,791 adults who were currently trying to lose weight. Of those questioned, 39 per cent admitted they relied heavily on dieting and weight loss phone and tablet apps in order to make informed decisions about food choices, as well as to stay on track with weight loss goals. 87 per cent of these had been using a dieting app for at least three months and 81 per cent had so far seen more successful weight loss results through using dieting apps than they did before starting to use them. By far the most popular mobile app designed for aiding weight loss was MyFitnessPal, which was the preferred choice of 61 per cent of those questioned who currently used a dieting app. Director of mobilephonechecker.co.uk Adam Cable said: “I think it is an absolutely fantastic sign that so many people are using their mobile phones to help aid them with weight loss and seeing effective results from it. “It must be hard to try and stick to a diet or low calorie menu when on the go or out at a restaurant, so being able to track food intake in situations like this on a mobile device must be a god send to some.”

Gladstone unveils new tool at LIW GLADSTONE Health and Leisure has launched a powerful new analysis and business intelligence tool – eyeQ – at this year’s Leisure Industry Week, enabling operators to quickly interrogate their database and create interactive reports and charts. The tool makes it easy for facilities to present data in a number of ways, including tables and charts, and the software works hand in hand with Gladstone’s other products, Business Process Manager and Communicate, allowing operators to schedule in and automate reports and analysis, as well as communications to members. Head of sales Tom Withers said: “With so much choice available, it’s vital that clubs demonstrate a personal interest in their members – making them feel that their interests and goals are important. eyeQ enables them to do just that.”

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Ab Salute Gym chooses ievo and SportSoft for access control AFTER years of hard work and success in Romford, this August Ab Salute Gym branched out with two new sites at Brentwood and Lakeside. Owner Colin Hall admitted that it had been a difficult time opening two new centres in such a short period. He added: “I haven’t stopped for months, but it has been well worth it. The lessons learned at Romford came in very useful at the new sites.“ One such lesson was the turnstile access control system, supplied by Broughton with mounted ievo ultimate fingerprint scanner. All members of Ab Salute had to register their fingerprints to gain access to the centre and this proved crucial in preventing non-member access. However, moving forward it became

clear that a control system alone was not enough to administer three clubs – more features like monthly payment handling, email marketing and reception desk tills were needed. SportSoft, a leading supplier of leisure management systems, meanwhile had been integrating their software with the new ievo scanners so Colin was delighted to discover he could now kill two birds with one stone. Currently he has the best of both worlds; a secure turnstile and fingerprint system on the ground and SportSoft’s centrally controlled management system in the “cloud.” For more information contact Paul Duncalf. Tel: 01423 873873 x 403 Email: paul.duncalf@sportsoft.co.uk Website: www.sportsoft.co.uk

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INCLUSIVE FITNESS

The Inclusive Fitness Initiative supports and advises the leisure industry on how to be more accessible. In a special feature for Workout, the experts at IFI explain more about the initiative and reveal their tips for operators wanting to become more inclusive, and we also look at clubs leading the way in this area.

Providing disabled people with more opportunities and choice to work out THE IFI project – managed by English Federation of Disability Sport – has been established for over 10 years. The organisation supports leisure providers to make ‘reasonable adjustments’ to not only overcome physical barriers to access but also undertake a cultural change in its service provision as required by the Equality Act – addressing barriers to participation that can potentially prevent disabled people from choosing and accessing physical activity. The IFI Mark is an accreditation carried out to assess accessibility, with facilities awarded the Mark at one of three levels – provisional, registered or excellent. There are currently over 400 IFI Mark gyms nationally which provide disabled people with more choice and opportunities to work out within an accessible environment that they can be confident in and where staff are disability aware, supportive and welcoming. According to recent research carried out by EFDS, psychological barriers to participation are the most limiting. Disabled people may have a perception that physical activity and going to the gym is elitist and physically challenging. This results in a lack of confidence and self belief which can prevent them from considering taking part. But with leisure operators fighting for the same market share of gym members – the case for disabled people’s inclusion offers an opportunity to attract a new market. Disabled people represent approximately 17 per cent of the whole population – only 18 per cent of this population being active on a weekly basis, according to the Active People Survey Six, 2011-12. This means there are a lot of inactive disabled people who would benefit from exercise and a real opportunity exists to influence behaviour change. IFI has recently developed a resource, Marketing Gyms to Disabled People, which shares tips, resources and examples of existing good practice. It supports the leisure industry to tailor offers, which attract more disabled people through inclusive marketing, messaging and imagery. Examples of inclusive marketing are also available as part of IFI’s Let’s Get PhysicALL campaign.

Ergolet’s Luna overhead lifting system.

System to help centres attract disabled visitors IFI Mark facilities have seen significant rises in the number of disabled people using their facilities. These address psychological barriers through promotional messages, focusing on the health and wellbeing benefits of exercise. There is also a bank of inclusive imagery representing disabled people at the gym which are available to download copyright free on the Promoting Activity website. Can you afford to lose business by not being inclusive? IFI Mark facilities have seen significant rises in the number of disabled people using their facilities (10 per cent of all new users). This generates income on average of £17,000 per annum, plus secondary spend. It has been noted in many pieces of research, that if a service meets disabled people’s needs, they are more likely to become a loyal customer. If they receive an immediate good service you will not need to worry too much about retention. Plus, like any customer, they will tell their friends and family. Word of mouth marketing is just as important in the fitness industry too. To find out more about Inclusive Fitness, access resources and further information on how to become an IFI Mark facility visit www.efds.co.uk/inclusive_fitness

MOBILITY company Ergolet has revealed details of a successful project to provide swimming pool access for disabled users which, the company says, is a blueprint that could help leisure venues attract disabled visitors and their families. As part of a multi-million pound installation, Ergolet’s Luna overhead lifting system has been fitted in a pool area and changing facilities at Kingfisher Community Special School in Oldham. The system allows users to be transferred directly from changing room to the pool, where they are then lowered into the water. When not in use, the

Luna pods can be removed completely. Ergolet’s David Lomas said: “Access for disabled visitors is improving all the time in the UK, and by providing the right facilities, venues can ensure disabled visitors and their families have a fantastic experience. “This system provides a discreet and dignified solution for disabled access in public swimming pools, hotels, spas or leisure complex environments where traditional lifting hoists and equipment often take up a large amount of space poolside and can make disabled users feel uncomfortable.”

Access ramps and studio help centre become more inclusive ACCESS ramps and a new multipurpose studio are among the improvements at Blackshots Leisure Centre in Grays, which has recently been refurbished to make it more inclusive. As well as installing access ramps throughout the site, the studio has been built to enable wheelchair users to access classes and inclusive studio-based workout sessions. The £500,000 refurbishment also includes a stair lift to create access to existing studios and a new lift to the first-floor gallery, which means wheelchair users can now watch swimming galas from the balcony and use the new studio.

Group operations manager at operator Impulse Leisure Karl Hayes said: “Impulse’s mission is to create active and healthy communities, and to us that means everyone in the community. “As well as making sure disabled users can access our studios, we also run a number of specific inclusive classes including Urban Rebounding, Music Workshops, Aqua Therapy and swimming lessons. “Specialist groups such as The Stroke Network and Chronic Obstructive Pulmonary Disorder sufferers can also have fitness sessions with specially trained instructors.”

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FUNCTIONAL TRAINING

The functional training area at St Peter’s Leisure Centre.

Functional area goes down a storm with gym’s members By Christina Eccles THE latest in functional training equipment has been going down a storm with members of a Burnley gym. St Peter’s Leisure Centre installed the Life Fitness Synrgy 360x, following a refurbishment last December, and positioned the kit as the centrepiece of the club. St Peter’s was the first in the UK to install the full 360x system, complete with specialist lighting and music, and has been using it for individual training, small group sessions and large circuit sessions, attended by up

to 30 people. Facilities manager Neil Hutchinson explained: “We wanted to give our members more variation in their workouts and didn’t want to replace with all the same equipment – we were looking for something different. “I’d seen the Synrgy at trade shows and liked the concept. It can be used on a one-to-one basis for personal training, people can use it on their own, or it can be used for small group PT or a larger circuit class, which we’ve had up to 30 people in.” According to Neil, the addition of the kit – plus the sound and lighting which goes with it – adds another

dimension to the gym floor. He revealed it has been well received by members of all ages – and by trainers at the club who love the versatility of being able to use the structure in so many different ways. He added: “We were amazed at the range of people who can use functional training equipment. We’ve had everyone in from GP referrals, to the local football club, to students who can all work out on it at their own level. There are hundreds of different exercises you can use it for and our personal trainers also think it’s brilliant as they’ve always got something new they can try.”

Jordan’s combat range is knockout FUNCTIONAL fitness specialists Jordan Fitness has a range of top quality combat equipment for fitness enthusiasts and clubs seeking to incorporate fight moves into their fitness training workouts and classes. The Jordan Training Gloves are available in 8oz, 10oz or 12oz sizes and have a high quality leather glove with ‘Jordan Cool flex’ lining which keeps the hand cool and dry during use. With a wide, comfortable punch line made from high density, impact resistance foam, the gloves also have a wide wrist support and velcro fastener to protect the wearer. Jordan Fitness’ Curved Focus Mitts are a full leather mitt available in one size to fit all in grey or black colour option and with a traditional curved oval shape. The Curved Focus Mitts have extra wrist support and thick padding for protection and shock absorption. For more attack and defence train-

ing moves, the Jordan Thai Pad is a heavy duty laminated PVC with a reinforced handle. The pads have double arm straps with velcro fasteners and are lightweight with shock absorbent, high impact foam to pro-

tect the holder. For more information on the Jordan Fitness Combat range of training equipment, visit www.jordanfitness.co.uk/collections/ combat-equipment or call the sales team on +44 (0)1553 763285.

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FUNCTIONAL TRAINING

The new strength and conditioning area at the club (left) and owner Sam Smith with Mr International Ryan Terry at the open day.

Specialist gym celebrates first birthday By Christina Eccles A BIRMINGHAM gym, which specialises in functional fitness, celebrated its first birthday by holding a train for free open weekend, complete with coaching from top level athletes. The event was designed to showcase the offering at Rigs Fitness, with sessions in Olympic Weightlifting, functional fitness circuits, boxing and kickboxing all taking place over the weekend. Coaching was provided by five times

World champion kickboxer Paul Gilmore and current English champion and commonwealth weightlifter John Hanna, both of whom take weekly classes at the club. USN ambassador and Mr International Ryan Terry was on hand to deliver nutritional advice to visitors, and the club also used the event to unveil improved features including two new Olympic Weightlifting platforms and a new look for its strength and conditioning area. Rigs Fitness was also celebrating the

gym’s recent successes, which include being shortlisted for a National Fitness Award. Owner Sam Smith said: “Being shortlisted for the prestigious National Fitness Awards’ Best Newcomer is a dream come true. “It brings a real sense of achievement to all of those who have worked so hard at Rigs Fitness to make it what it is now. “We make a point out of being a completely unique facility that accommodates for everybody, from

complete beginners to elite level athletes, and it is great to have being recognised for this. “We’re over the moon to be selected in the top six best new gyms in the UK, and hope that come December we can be crowned as number one.” Sam added that since the open weekend, the gym has seen a surge in new members, as well as bigger class sizes, which are all helping him to achieve his goal of getting more local people involved in functional training.

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FUNCTIONAL TRAINING

Pavigym offers the complete solution for your facility PAVIGYM is the only flooring brand specialising in the health club industry. Pavigym is a way to define the area; to differentiate, personalise, optimise and increase the profit of your sports centre. Pavigym is celebrating its 50th year in business this year as well. We have also been working closely with many of the leading gyms, health clubs and hotel chains around the world over the last two decades. We can differentiate you from your competition through: Innovation – Pavigym continuously design and develop new technologies and products that will impress your members by improving the image of your club with spectacular aesthetics and innovative concepts. Inspirational layouts and personali-

sation – combining flooring with landscapes, skylines and motivational posters, you can create unique areas within your club that will provide a stunning new look. 3D service for free – your dream gym will become a reality by simply sending to Pavigym your CAD drawing via email. You will receive a 3D project for the entire facility without costs. Customer service – Pavigym take care of each project from beginning to end: from the design of the area to the installation. We support you with a complete customer care service to guarantee the durability and longevity of our flooring. Functional zone – functional zone is a specific area which has been specifically designed for both personal training and small group training

sessions. It is an exclusive, custommade and innovative training concept; it’s a powerful sales tool where clubs will drastically improve their image and maximise the space available without large investment. PTs will increase their knowledge and will be able to create their own programming through: Certification training. Website private area. iPhone/iPad app. Members will enjoy shorter, more effective, more fun and more interactive workouts. Create a new revenue stream and increase retention rate: small group training is more effective, more intensive and much more fun than one to one sessions. Follow the latest trend in the industry; we’ll help you from design to installation.

New Peak Pilates MVe® Chair proves a hit at conference IT’S said to be the perfect fusion between Pilates and Fitness. The new Peak Pilates™ MVe® Chair offers a range of Pilates style moves that can be choreographed to music, for one of the most complete and intense mind body workouts in the fitness scene this year. The MVe® Chair is part of the Peak Pilates™ product range made by Californian Fitness experts Maddogg Athletic™, and distributed in the UK by Gymkit UK. Launched at the Michael King Pilates conference in London in September the new MVe® chair was the star of the show, making quite an impact amongst those who tried it. Dance teacher and aerobic instructor Lucia Templeman said: “Its an amazing workout – I used muscles I

didn’t know I had!” It seems that Pilates students and fitness enthusiasts alike are giving the thumbs up to the new total body workout – with some studios charging £25 per class! The Chairs are stackable too and take up no more room than a standard size office chair. Peak Pilates™ is well known for delivering some of the best Pilates training programmes in the world, and the organisation is running a series of MVe® Chair courses for both Instructors and Master Trainers in the UK. For further information about the MVe® Chair or other Peak Pilates products or training contact GymkitUK on 0845 869 9298 www.gymkituk.com

Class climbing gets functional WITH a full range of exciting non climbing exercises including vertical burpees, rope pull rotations and squat rotations, the revolutionary Freedom Climber is now being installed into leading London clubs as an integrated station in functional circuit classes to great effect. With the optional attachments for stretch bands and suspension devices, the wall mounted climber becomes a focal point for multi discipline, functional activities. Adding climbing to your functional classes may sound intense, but this great total body exercise has now been made accessible to clubs wanting something exciting and different. Its unique wall mounted, low level revolving disc takes up minimal floor space and creates a strong feature in any facility. Members love the interaction and variety especially when used for group competitions and club chal-

lenges. VirginActive has installed this new piece of ‘cool kit’ into its newly refurbished Classic Clubs with great results. Climb far without climbing high on a rotating wall that boosts strength,

cardio, balance, flexibility, coordination and stamina. It’s the perfect fullbody workout. For more information contact Freedom Climber on 01483 267200 or email: info@freedomclimber.co.uk

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Helping athletes reach their goals By Mark Laws, Jordan Fitness AT Jordan Fitness we are really proud of our association with so many elite athletes and professional sports organisations. We develop and manufacture 'functional fitness' equipment that is used on a daily basis, in every corner of the world, by athletes aspiring to be the best in their chosen sport. However, this is a tiny percentage of our total market because quite simply... most of us are not that talented. The vast majority of people who use our equipment are perfectly average people who walk off the street and into your training facility asking for help. They work hard, probably play hard and have to juggle the everyday stresses of families, children, deadlines, traffic and a host of other challenges. Due to the nature of 'functional' training and 'functional' training equipment, Jordan Fitness are able to provide all the tools necessary for anyone to get the results they desire. We could be here all day debating what 'functional' actually means, but our understanding of this term is 'to help anyone to become more proficient at their daily tasks.’ Whether that is carrying shopping bags, competing at Olympic Games or sitting at a desk all day.

One huge niche in the market that seems to be relatively untapped/ignored by our industry is that of the over 60s. There are the obvious risk factors in training the elder generation, but nothing that a good fitness professional couldn't tackle with confidence. When training the elite athletes we are constantly striving for progress – how can I make an exercise more challenging? More difficult? More specific to a certain sport? But what about the vast majority of clients/customers/members who struggle to even do a two footed bodyweight squat, let alone even contemplate a single leg squat on a BOSU with a Kettlebell overhead? The Jordan Fitness team believe that REgression is just as important to master as PROgression, hence the reason all of our equipment ranges start with scaled down versions – Powerbags that look like your sister’s pencil case from primary school, Kettlebells that look like they should be attached to the car keys of an over enthusiastic kettlebell user – all deliberately produced so nobody is excluded from improving their ability to function in their specific daily tasks. As a trainer/facility owner, if you can master the art of simplifying exercises then there is a huge market waiting for you, most notably the elderly, but also there are the injured

brigade and no end of people who simply haven't done anything physical for years. These people are most at risk of high intensity workouts, however, if you can simplify the movements into a manageable form and help them to gradually develop their strength and range of movement then these clients are the easiest to get quick results with. What do quick results mean? The good news will spread like wildfire and bring more of the same customer walking into your facility to train with you. We all love the idea of training an elite athlete and it's easy to assume that they will raise your profile and bring a small fortune rolling in. In reality, very few fitness professionals make a living from these clients. The 'bread and butter' clients are the ones paying your bills and in today's current financial climate the first thing people try to save money on is luxury items - i.e. personal training or gym membership. But which of your clients are most likely to have already paid off their mortgage? Which of your clients will have money tucked away for a rainy day? Most importantly, which of your clients will be keen to do anything to delay the inevitable? Do yourself a favour, get some lightweight 'functional' equipment from Jordan Fitness, arrange for

some training from our expert staff, and do your bit to help the elder generation to enhance their quality of life. We will all get older and less mobile one day, and I like to think there will be an army of well educated fitness professionals with medicine balls the size of marbles helping me to live a long and healthy retirement. Mark has worked full time in the fitness industry for eight years and held almost every job in the industry. As a strength and conditioning coach, Mark has worked for Sheffield United Football Club, Castleford Tigers Rugby League and Yorkshire County Cricket Club. In 2008 he spent six months in China working with the Chinese 2008 Olympic Squad, assisting with the preparation of Gold, Silver and Bronze medalists. Since 2010, Mark has worked with Great Britain Ice Hockey, developing young athletes to an International standard and he has lectured on Athlete Development for the International Ice Hockey Federation. As well as working with elite athletes from every major sport, Mark also runs a successful personal training/boot camp business and has taught Kettlebell workshops to several Premiership Football S&C coaches.

Strength range launched LAUNCHED recently in the UK at LIW, BILT by Agassi and Reyes is a revolutionary new range of strength equipment based on the actual equipment used by Andre Agassi during his eight-time grand-slam winning career. Originally designed and built by Andre’s long time coach, Gil Reyes, the equipment enabled Andre to continue winning tournaments into his thirties whilst remaining virtually injury-free. Already having been awarded the FIBO Innovation Award, BILT by Agassi and Reyes is proving to be a huge hit with all types of facilities from Fitness First in Dubai to the Glasgow Warriors pro rugby team. Its main attraction being the ability to perform a variety of functional exercises in a safe manner. This is particularly demonstrated by the Change of Direction machine, the C.O.D. which some have claimed is the best thing to hit the fitness industry since the crosstrainer.

In assessing the C.O.D., Dr. Jörg Schlösser, managing director of the TÜV Rheinland LGA Products GmbH and one of the judges at FIBO in Germany said: “Due to the ergonomic arrangement of the moving parts of the machine, users can experience an intensive yet safe training both in a sitting and in a standing position. “It guarantees both a natural body posture and the safe and precise performance of the exercises at all times, which reduces the strain on the muscles of the back and neck. “Thanks to the special IntelliLift resistance system, the training effect can be further enhanced. As a result, deep muscles are exercised at the same time – a unique effect not offered by other weightlifting machines.” For more information contact Concept Fitness International: info@conceptfitnessinternational.com www.conceptfitnessinternational.com 0845 363 9969

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challengechristina

The Kettlercise concept is going down a storm in gyms around the country, with members loving the results they get from the workout, as well as the social side of taking part in a regular group exercise session. Christina Eccles found out more and joined in with a class at DW Sports in Barnsley.

Kettlercise helps users to achieve results fast BILLED as the most effective Kettlebell fat burning exercise class, Kettlercise has been specifically designed to achieve maximum results – fast. Differing from Kettlebell training – where you would normally use a heavier Kettlebell for short reps, rest, then go again – Kettlercise is a continuous workout, usually taking place in an hour-long class format. After a warm-up, participants run through a set of 37 exercises, spending one minute on each before moving on to the next one. Typical exercises include a rotational lunge, a windmill and a two-hand swing, with each session designed to work both the lower and upper body for an all over workout. Benefits of taking part in the programme include fat loss, redefined abs and an increase in lean, toned muscle, and according to Kettlercise instructor Ayesha Mir, this is a workout which can be enjoyed by all ages and abilities. She explained: “During a class you spend a minute on each exercise, going as fast as you safely can and at your own pace before moving on to the next exercise. “It’s great for fat burning and body shaping and also open to everybody because it’s easy to follow, so people aren’t put off by complicated moves.” Ayesha, who has been teaching Kettlercise since 2010, also takes a

Ayesha Mir range of other classes in the Yorkshire area – including aerobics, step, boxercise and circuits – but she told Workout that Kettlercise is one of her favourites. She added: “It’s really taken off. What people like is that it does get pretty quick results. “I enjoy teaching it and the members love it.”

A windmill is a popular Kettlercise class move.

A fast-paced class in a friendly atmosphere WALKING into the reception at DW Sports in Barnsley, the first thing that struck me was the club’s friendly atmosphere. As we sat down for a chat, Kettlercise instructor Ayesha told me that each week before class, members usually meet in the club’s cafe area for a coffee, a nice ritual which I was welcomed into too before I got to grips with my first Kettlercise session. After making our way upstairs to the studio where the class was to be held, Ayesha handed me a 4kg Kettlebell, explaining that with Kettlercise, rather than focusing on lifting heavy weights, the concept is more about keeping good form and pace to keep the blood pumping and exercise both lower and upper body parts. Following an energetic warm-up, we got straight into the routine, spending a minute on each exercise before moving on to the next one, with no scheduled stops in the session. During the class, I enjoyed the

Christina ahead of her first Kettlercise class (left) and a typical session. range of movements and exercises we ran through. As each one was only executed for one minute, it was easy to up the intensity and pace for the moves I could do, but the timeframe was also short enough that I didn’t feel I was wasting a lot of time with the moves that I couldn’t pick up straight away.

The biggest thing I struggled with during the class was getting to grips with the Kettlebell and holding it properly on each movement, but I’m sure that’s something which would improve with practice. The session was enjoyable and entertaining, with upbeat background music and friendly banter

between class members all adding to the Christina put to the test... fun. No doubt, I’ll be aching for the next couple of days as I recover from the workout, but I would definitely attend another class in the future.

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UK FITNESS SCENE

It’s time to think BIG By Matthew Januszek, Escape Fitness IF I were to ask you if you’d like to double the size of your business in the next two years then I think I know what the answer would be. If I then asked if you’d like to grow your business 10 fold then I’m sure the answer would be even more enthusiastic. I was fortunate enough to recently listen to an interview with visionary, innovator and entrepreneur coach Dan Sullivan, who spoke about the danger of thinking too short term and about the almost endless opportunities that are out there by thinking big. Dan has over 35 years’ experience of dealing with entrepreneurs, from millionaires to billionaires, and so he knows a thing or two about strategic business planning and the relevant ‘do’s’ and ‘don’ts’ of being a success. The point he made is that doubling your business is, all things considered, relatively simple – simply push what you already do. Take your existing business plan and work harder, work longer and stretch yourself further. However, to really grow your business you need to think bigger, so challenge yourself and work smarter. Think x10, rather than x2. In order to do this though you can’t just work harder, that doesn’t make sense, no one can work 10 times as hard! What

World champion swimmer Josef Craig with Fit4less manager Lauren Moate and personal trainer Ryan Goldie.

Boost for swimmer

BRITISH Paralympic swimmer Josef Craig has been given a training boost after being made an honorary member of a local gym. Charles Buchanan, director of Easy Fitness, which runs Fit4less gyms, has made the teenager – who is the current S7 400m freestyle world record holder, world champion and Paralympic champion – a member of his gym in Jarrow, meaning the 16-year-old has an additional place to train when he’s not in the pool. Charles said: “Josef has achieved a phenomenal amount since last year’s Paralympic Games, and with him being a local lad I wanted to give him an honorary membership to the gym. We have state-ofthe art facilities here and it was something we wanted to do for him. He’s always had the support of his mother, so we thought it would be a nice gesture to make her an honorary member too.”

you need to do is rethink and rearrange your whole business plan, from top to bottom. In essence you need to lay new foundations. You wouldn’t build a skyscraper on foundations intended for a bungalow, that’s the point, you need to be prepared. By simply looking a couple of years in front you are in danger of missing key trends and you could position yourself wrongly in the market place. If anything, thinking x2 could be dangerous for your business. Already over the last few years our industry has seen the emergence of numerous new ideas, business such as the low cost operator, the convenience operator and the boutique club. So what’s next? In the UK around 70 per cent of the adult population fail to hit their recommended weekly activity level so there’s huge potential out there for us all. You only have to look at the recent success of totally new business models, a couple of examples being Barry’s Bootcamp and Orange Theory Fitness, to name just two, to see what is possible. They have both proved to be a massive success by having a driven, long term business model – in their case targeted at group fitness – and the results speak for themselves. I’m not saying that you need to come up with something new, more that by thinking big, by putting in

Matthew Januszek place the foundations of a successful business model, you are giving yourself the best possible chance to be at the front end when the next big thing hits. This approach will mean you’re open to any new developments and you’ll notice more resources and opportunities that you never previously knew existed. If you have a grand design then work back from it. Ask yourself what needs to happen in order to reach that end goal. Identify the areas of the business that need to change in order for you to be success-

ful, and then start to address those issues one by one. You’ll end up by solving different issues than you are today because the decisions you make tomorrow, next week, next month will all be influenced by that ultimate end goal. At Escape we work with 54 countries around the world, from large, experienced and established multi-national companies who are looking to keep members and make a profit, to startups, looking to keep members and make a profit. We are in a privileged position to see a whole range of different business models, some of which are extremely successful and others that are a work in progress. However, it is this broad range of information that helps to give us the knowledge and expertise that we have and why I was so interested in this concept from Dan Sullivan, to help make sense of many of the difficulties that lie out there in today’s ever competitive world. Maybe achieving a business 10 times as big as today is not possible, but progress certainly is. And anyway, if you didn’t reach that magical 10 mark, what would be so bad about being three, or four times as big....? It would be great to hear what you think on this, drop me a line at marketing@escapefitness.com and let me know.

Are you ready for the rough ride ahead? By Dave Wright IN the next three to five years the UK fitness industry is going to experience more turbulent change than it has in the last two decades combined and clubs need to decide whether they are prepared to ride the storm, step up or step off the boat. Here are three key points: Saturation: There has been tremendous financial backing put into many chains to open more `high value- low cost’ clubs than ever before. Many of the players have already hit the bit towns and cities but are now looking at nearly every other town the in country with a war-chest of financial backing, sharp systems, nice equipment and convenient locations. If they came to your town with all of this at a cheaper price- how would you cope? What would you do? Information: One of the only things we have left to sell in our industry is our expertise. With 50 per cent of our members leaving clubs every year due to not getting results, it’s hard to blame the consumer from being sceptical about what we offer them that they can’t get

from the internet. Now with quality connection to the web, savvy trainers and smart clubs are able to provide information Dave Wright over the internet without the need for a gym or membership. In the same way that developers and designers don't necessarily need to be in the same country to provide their skill- neither do trainers. So ask your self how you `sell’ and monetise your knowledge in this industry to your consumers? Connection: The health club used to be famous for being that third `space’ in people’s lives outside work and home. However, the likes of Facebook, Twitter and LinkedIn have changed the game so that people are so connected all the time that they don’t necessarily need that interaction at health clubs. With apps such as Strava

and endomondo, they can even run or ride a course in their town and follow someone else (virtually) who have also completed that same trek and then interact with that person through the app without the need to even knowing who they are. So what do you do to create a meaningful connection with your members. How are they connected with you? The law of natural selection is that only the strong survive. Competition in this market (be it from within the industry or outside of it) will mean that you have to think sharper, smarter and more laterally than ever before to get through these rough waters. But most importantly, and as I have said time and time again “it’s not the big that eat the small, it’s the fast that eat the slow”. So get moving! Dave Wright is the CEO of CFM and creator of MYZONE®, a global company that have served the international fitness community for over 23 years; focusing on either getting new members and/or keeping existing ones. Dave is also the owner of 11 health clubs across two continents, a board director of ukactive and founder of IOU (Independent Operators Unite). He may be contacted on Dave.Wright@cfm.net

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It’s time to think BIG By Matthew Januszek, Escape Fitness

IF I were to ask you if you’d like to double the size of your business in the next two years then I think I know what the answer would be. If I then asked if you’d like to grow your business 10 fold then I’m sure the answer would be even more enthusiastic. I was fortunate enough to recently listen to an interview with visionary, innovator and entrepreneur coach Dan Sullivan, who spoke about the danger of thinking too short term and about the almost endless opportunities that are out there by thinking big. Dan has over 35 years’ experience of dealing with entrepreneurs, from millionaires to billionaires, and so he knows a thing or two about strategic business planning and the relevant ‘do’s’ and ‘don’ts’ of being a success. The point he made is that doubling your business is, all things considered, relatively simple – simply push what you already do. Take your existing business plan and work harder, work longer and stretch yourself further. However, to really grow your business you need to think bigger, so challenge yourself and work smarter. Think x10, rather than x2. In order to do this though you can’t just work harder, that doesn’t make sense, no one can work 10 times as hard! What you need to do is rethink and

rearrange your whole business plan, from top to bottom. In essence you need to lay new foundations. You wouldn’t build a skyscraper on foundations intended for a bungalow, that’s the point, you need to be prepared. By simply looking a couple of years in front you are in danger of missing key trends and you could position yourself wrongly in the market place. If anything, thinking x2 could be dangerous for your business. Already over the last few years our industry has seen the emergence of numerous new ideas, business such as the low cost operator, the convenience operator and the boutique club. So what’s next? In the UK around 70 per cent of the adult population fail to hit their recommended weekly activity level so there’s huge potential out there for us all. You only have to look at the recent success of totally new business models, a couple of examples being Barry’s Bootcamp and Orange Theory Fitness, to name just two, to see what is possible. They have both proved to be a massive success by having a driven, long term business model – in their case targeted at group fitness – and the results speak for themselves. I’m not saying that you need to come up with something new, more that by thinking big, by putting in place the foundations of a successful

Dave Wright column

Matthew Januszek business model, you are giving yourself the best possible chance to be at the front end when the next big thing hits. This approach will mean you’re open to any new developments and you’ll notice more resources and opportunities that you never previously knew existed. If you have a grand design then work back from it. Ask yourself what needs to happen in order to reach that end goal. Identify the areas of the business that

need to change in order for you to be successful, and then start to address those issues one by one. You’ll end up by solving different issues than you are today because the decisions you make tomorrow, next week, next month will all be influenced by that ultimate end goal. At Escape we work with 54 countries around the world, from large, experienced and established multi-national companies who are looking to keep members and make a profit, to startups, looking to keep members and make a profit. We are in a privileged position to see a whole range of different business models, some of which are extremely successful and others that are a work in progress. However, it is this broad range of information that helps to give us the knowledge and expertise that we have and why I was so interested in this concept from Dan Sullivan, to help make sense of many of the difficulties that lie out there in today’s ever competitive world. Maybe achieving a business 10 times as big as today is not possible, but progress certainly is. And anyway, if you didn’t reach that magical 10 mark, what would be so bad about being three, or four times as big....? It would be great to hear what you think on this, drop me a line at marketing@escapefitness.com and let me know.

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SUPPLEMENTATION AND NUTRITION

Top fitness model Carly Thornton is making a return to the stage next year, following a break, with a goal in mind to compete in the IFBB Worlds 2014. Here she reveals to Workout how her preparation is going.

‘Competing makes you train harder with a goal in sight’ AS a competitor, I do not think you ever lose the drive to compete again but sometimes you need a little time out to venture in other things, give you body a well deserved rest and improve. One reason I love competing is because it make you train harder, with a goal in sight, and to see your body change each week is so fascinating. Other than all this, I feel it helps you to become a stronger and more dedicated person, which feeds through other aspects of your life. At present, I am in training with the goal to compete at the IFBB Worlds 2014. It’s very exciting as it gives me a year to improve and make tweaks to my figure. My diet in general does not really change that much all year as I enjoy leading a healthy lifestyle and staying fit and healthy. Through my off season, I incorporate a lot more HIIT training and intervals because they are not only quick but effective and find they help aid recovery and growth. I try to keep at least two sessions in a week when in competition prep but still only perform around three sessions maximum any time. With diet, I do eat fairly the same throughout the year, but with week-

ends being more relaxed to incorporate social activities, spending time with family and friends. Having a balance is key as we can tend to drift off and forget to maintain some normality which is not healthy. A little insight of my food would be as follows: Carbohydrates come from sweet potato, cream of rice, white rice, brown rice, quinoa, vegetables and salad. Healthy fats come from avocado, udos choice oil, nuts, nut butters, coconut oil, natural butter, seeds and oily fish/steak. Protein sources are fish, chicken, turkey, whey, eggs, steak and some dairy such as quark or cottage cheese. In my daily meals, I try and have at least two different sources from each group, so I am giving my body a wide range of nutrients, as well as keeping the meals colourful and full of flavour through spices and herbs. Eating clean isn't just chicken and broccoli. It’s about maintaining a healthy way of life through a variety of foods, experimenting with nature’s spices, adding lemon to meals, sea salt and garlic. No meal has to taste the same. Also make sure you are giving your body the fuel it needs to grow and recover.

Small size BIG margins GOPROTEIN continues to develop its range and offering to the gym and health club sector and has recently launched the Mini Go-Pro-Station. GoPro Whey is now available in single serving sachets….your customers can either take a sachet to “go” or ask the operator to blend a fresh healthy protein shake in a matter of seconds. This is a really exciting development for us, we have already started to install systems in health clubs and gyms that had previously expressed an interest in GoPro Whey but wanted a smaller size footprint for their club. The Go-Pro-Station, a highly profitable option for the gym and health club operator, that meets the demand for a fresh protein shake that so many of their customers now demand. GoPro Whey is a fantastic product; it’s really smooth, tastes amazing and is of the highest quality. Goprotein is part of the Be-Well Nutritional Group who have been manufacturing and developing sports nutrition and food supplements for over 28 years for many world champions and Olympic athletes. Contact Goprotein on 01778 560868, email: trade@goprotein.com or visit www.goprotein.com

Carly Thornton

Try the new number one pre-workout supplement

Professional rugby player and creator of The God’s Collection supplement range, James Haskell has joined online resource The Healthcounter as a health and fitness ambassador. James will be on hand to offer top tips on exercise, fitness and nutrition, with the website also selling his Hades pre-trainer/ fat burner food supplement. www.thehealthcounter.com offers pharmacy, health and beauty products online, and also incorporates www.thehealthcounter.com/doctors, an online GP service.

RAGING Beast is a no compromise, no expense spared, sugar free synergistic pre-workout formula specifically engineered with the hard training, advanced athlete in mind. Simply put Raging Beast is the new number one pre-workout supplement and it’s easy to see why when you consider the full itinerary of research proven, muscle building ingredients in market leading doses. The whole concept behind Raging Beast is to scientifically identify and address every single requirement you’ll ever expect to have in a preworkout supplement. Only then can you look to achieve your mind and body’s full potential and maximise every single training session. If you want a product that’s prepared to work as hard as you then please read on and you’ll soon recognise a whole multitude of benefits that right now, you may be missing out on. Raging Beast is a fantastic tasting, super-concentrated formula that addresses for the first time all seven critical areas of pre-workout supplementation that no other product can even come close to matching in terms of quality, quantity and synergistic

Weight loss gets easier

potency. Raging Beast is the complete solution to boundless levels of strength, muscle pumps, energy, mental focus, muscular endurance, fat loss and muscle protection. The resulting ‘side effects’ include ‘personal best’ inspired workouts and a mood enhancing feeling of euphoria. Visit www.RagingBeast.co.uk to find out how your customers would benefit by unleashing The Beast with every 25g super-concentrated mega-dose.

NEW: L8 Liberate Breakfast Smoothie – weight loss, body tone diet shake. Has weight loss just got real simple? A low calorie, convenient smoothie shake with an active blend of fat loss ingredients and slow release proteins available in four great tasting flavours with the nutritional impact and value of a complete and fully balanced meal. Each serving of L8 Liberate Breakfast Smoothie contains only 116 calories but is packed full of the right balance of nutrition rich ingredients, pre-biotics and ever ready vitamins and minerals that are slowly released in to your system throughout the day. It’s a combination of these specially formulated ingredients that provide you with the best support for your nutritional, toning and weight loss goals that enhances body tone. Available from: www.kettlercise.com RRP: £22.99

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UK FITNESS SCENE

Innovative operator GYMBOX has partnered with Playboy to create an official new workout – the Bunny Bootcamp. Inspired by the confidence, health and zest for life of the Playboy Bunnies who made the Playboy Clubs famous for more than 50 years, the 45minute workout includes moves such as the Bunny Perch to greet guests and the Bunny Dip to serve drinks VP of location based entertainment at Playboy Valerie Golson said: “Our Bunnies are known for their beautiful personalities and looking very cute in their costumes. We used this as inspiration to work with GYMBOX to create a workout that celebrates the Playboy form and leaves women feeling healthy and empowered.” The class has launched exclusively at GYMBOX and will roll out across the UK later this year.

Jez appointed to chair forum PRECOR’S UK sales director Jez Whitling has been appointed as the new chair of the ukactive Forum of Exercise Equipment Suppliers. FEES was created in 2006 to represent ukactive equipment supplier members, with its main goals to raise standards within the sector and make sure any legislation is clear to all ukactive members. Jez, who will represent FEES on the ukactive board, said: “The forum, along with ukactive, has undertaken some great work to improve the UK fitness environment and understanding of health and safety legislation. The FEES data pooling initiative is also a fantastic way to gain genuine insight into UK fitness equipment trends. “I am very excited to be appointed chairman of the group, and my aim is to continue the good work that the forum has already achieved,

Parkwood agrees ASA deal LEISURE management company Parkwood Leisure has formed an agreement with the Amateur Swimming Association, which will see the ASA support the ongoing development and growth of the company’s aquatics programmes. The three-year Partnership Provider Programme will also provide local employment opportunities through the creation of 300

apprenticeship places. Managing director of Parkwood Leisure Andrew Marshall said: “Having already operated together very successfully for a number of years, this new partnership takes our work with the ASA to another level, enabling us to further enhance the quality of our provision and increase participation across all abilities and age ranges.”

Gymkit UK to distribute Maddogg equipment Jez Whitling develop the relationship between FEES and UK operators, and also represent FEES on the ukactive board.” FEES current members include Precor, Technogym, Life Fitness, Matrix and Startrac.

Boxes added to range JORDAN Fitness has introduced a new range of Soft Plyometric Boxes to their extensive range of performance functional fitness equipment. Made from high density foam, the new Soft Plyometric Boxes from Jordan Fitness are covered with hard wearing, non-skid vinyl. The foam is designed to absorb some of the impact during a landing. For many athletes and gym users, one of the potential effects with plyometrics and jump training is the volume of stress going through the foot, ankle, knees and hips – Jordan Fitness’ Soft Plyometric Boxes decrease that problem. The boxes help users develop power, reactive strength and cardio workouts. Managing director at Jordan Fitness

ASA chief executive David Sparkes with Parkwood Leisure MD Andrew Marshall.

Neil Jordan said: “The Soft Plyometric Boxes are a great alternative to the Jordan Fitness current hard Plyometrics Platforms which provide a solid base to push off from. “They will not soften over time and are a great addition to your gym, functional training area, PT space or studio.” The Jordan Fitness set of five colourful boxes, which can also be purchased individually, range from 76mm to 609mm in height and can be stacked together up to a height of 1600mm. The boxes are attached together with strong velcro straps to help ensure safety during use. For more information visit www.jordanfitness.co.uk

GYMKIT UK has teamed up with Maddogg Athletic, the Californian based fitness company, to distribute Maddogg brands including Ugi™ Balls, Body Blade™, and Peak Pilates™ equipment and training. Gymkit’s reputation for supplying world class brands into the UK has been further enhanced with this latest deal, following the announcement they had become the UK distributor for Italian Locker manufacturer Fit Interiors earlier this year. Gymkit UK has received its first

shipment of Ugi™ Balls into the UK. Developed in Canada, and now one of the fastest growing group exercise classes in the US. The Ugi Ball™ is said to be a modern twist on the old school medicine ball, with the squish of a bean bag and the squash of a stress ball. Gymkit UK are launching a series of Ugi Fit training courses and master classes at selected venues throughout the UK. To host a course contact Nicole at Gymkit UK on 0845 869 9298

Healthy products are perfect solution for active individuals SUPASHAPE’S range of products are the perfect solution for active individuals. Aside from the obvious convenience benefits when you’re on the go, health and physique conscious individuals will be satisfied in the knowledge that nutritionally they are getting the support they desire. Supashape’s healthy fitness foods are reduced sugar and fat, protein fortified, functional foods, which have been formulated to assist those trying to get into and stay in shape whilst preserving lean muscle tissue. Supashape’s fitness foods consist of; High Protein Breakfast, High Protein Cookies, High Protein Soup, High Protein Pudding, zero sugar Jelly Lean and Cocoa Lean, a low fat, sugar free, low calorie thermogenic hot chocolate.

For more information contact 01733 232994 or email trade@musclefinesse.com

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PRODUCT NEWS

Get up and jump around PLYOMETRIC boxes have been used for many years by performance coaches and elite athletes to improve explosive speed and power. Escape Fitness Plyo Soft Boxes combine a cushioned surface, to protect a user should they fall, with a dense foam base strong enough to withstand almost any impact. The boxes are ideal for many different applications, including functional training zones and PT studios, and they are also great for sports performance centres and cross training facilities. The lightweight boxes are available in three different dimensions, each with easily identifiable numbering and bright, colourful designs which are perfect for attracting new users. In fact, the boxes can be used with all clients, regardless of ability. They can be used with beginners to improve lower body strength and sta-

bility with simple step ups or to perform more complex plyometric jumps for advanced clients. The training is a great new challenge for all members and the boxes can be safely stacked – using Velcro tabs for guaranteed stability – so one set of boxes gives numerous height combinations and will integrate with a large number of functional tools already in your club, such as dumbbells, medicine balls and Escape Core Bags. For more information visit www.escapefitness.com or call 01733 313535.

Guilt-free sauces taste delicious Life Fitness recruits duo WALDEN Farms offer a range of delicious sauces, toppings, dips, salad dressings and marinades to complement your favourite healthy foods. Walden Farms’ products can be enjoyed completely guilt free because each serving has less than five calories and is low in fat, sugar, and carbohydrates. Walden Farms is also gluten free and made with natural flavours, so you can be sure that enjoying Walden Farms is good for your health and for your waistline. Add some oomph to your healthy eating plan today by adding Walden Farms products… and feel completely confident that you are making healthy taste delicious… guilt free. For more information contact 01733 232994 or email trade@musclefinesse.com

Lucy Day

Rebecca Denham

LIFE Fitness, global leader in manufacturing fitness equipment, is delighted to announce two new appointments to its sales team. Lucy Day joins as account manager for the private sector, South East and Rebecca Denham starts as account manager for the Private Sector, London and South West. Both joined the company in August. Lucy boasts 16 years’ experience within the leisure industry, working across both health and fitness and hospitality, and has most recently held various senior management roles with David Lloyd Leisure. Lucy's experience includes general management roles within Bannatyne Fitness and Millennium Hotels New Zealand.

A qualified personal trainer and group exercise instructor, Lucy is knowledgeable and passionate about all aspects of the health and fitness industry. Rebecca has been working in the leisure industry for 10 years. Starting her career at LA Fitness, Rebecca rose through the ranks from receptionist, moving to head of reception, deputy club manager and finally to club manager for 18 months. Rebecca’s most recent roles include positions at David Lloyd and other equipment suppliers. Lucy and Rebecca will be responsible for building long term relationships with existing and new Life Fitness partners within the private sector.

New kit for centres A SWANSEA Council investment of £500,000 will see state-of-theart equipment from Life Fitness installed at several sites across the Active Swansea portfolio. Bishopston Sports Centre, Morriston Leisure Centre, Penlan Leisure Centre and Penyrheol Leisure Centre will benefit from new kit including the Discover Elevation Series with swipescreen consoles, Synrgy360 and Lifecycle GX. Swansea Council’s cabinet member for regeneration coun Nick Bradley said: “The combination of the Swans and the Ospreys with the success of other local sports stars means Swansea’s enjoying an unprecedented profile as a leading city of sport, but we also need to do all we can to promote and support sport and exercise at a grass-roots level. “This investment means people in communities across Swansea will continue to have top-class exercise opportunities and fitness equipment on their doorsteps.”

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