Workout October 2016 by Script Media

October 2016

The UK’s No 1 fitness industry magazine

Online presence is key to sales, experts claim By Olivia Taylor A STRONG online presence is key to boosting sales within your fitness business, according to experts at this year’s Leisure Industry Week. Business developer Sol Orwell, marketing expert Allister Frost and award winning social media coach Warren Knight took to the stage at the event at the NEC in Birmingham; explaining to delegates how important online marketing is. Warren said: “Social media is essentially a trade show in cyberspace – and you need to make sure that you have a stand.” The tech-savvy speakers, who formed part of the line up in the show’s Operators and Keynote Conference, touched upon every aspect of online marketing, with Sol backing e-mail as the best way to turn leads into clients. He added: “The time you spend on social media thinking about what to post should be spent thinking about e-mail. “Think about how less likely you are to give out your e-mail compared to your Facebook. “It baffles me that people put another platform like Facebook in front of them and their potential customers.”

Operators were also warned if they didn’t keep up with the times, their businesses will inevitably suffer, with former Microsoft marketing expert Allister telling delegates to “evolve or evaporate.” He believes social media should be used mainly as a tool to direct traffic back to your website. He added: “Of course there’s old school stuff that still works; leaflet drops, local newspaper advertisements, but it’s about taking those traditional things and turning them digital. “Social platforms don’t exist to make your business better, they exist to make cash, on Facebook remember you’re the tenant and Facebook is the landlord.” During their seminars, the trio also gave the audience a variety of tips, including remembering that your customers need to believe in the business to buy into the business. Sol said: “The way you make money online is by building up trust. The way to build up that trust is by getting people to buy into and believe in what you’re selling.” And Warren agreed, adding: “Show people the benefits of coming to you. As a business you need to communicate with your buyer every step of the way, that is essential.”

No 277 £3

Judges hit the road to visit NFA finalists

Olympic medallist and Matrix Fitness UK ambassador Colin Jackson has officially opened a state of the art gym following a refurbishment. Colin was joined by gym members, staff and the public to launch the Team Bath Gym at The University of Bath. He was invited to attend the opening of the Sports Training Village facility as part of National Fitness Day celebrations at the university. Full story: Page 5

GYMS from the Isle of Wight to Aberdeen and the Isle of Man are celebrating after being shortlisted for a National Fitness Award. Clubs all around the country have had the call to say they’ve made the finals of this year’s awards, organised by Script Events in partnership with Workout and headline sponsor ServiceSport, and will now be visited by a member of the Workout team over the coming weeks for the next stage of the judging. The Workout judges will visit each facility and personal trainer on the shortlist; taking a look around the clubs and chatting to members and staff before compiling a comprehensive report, which will be passed over to an expert industry judging panel who will decide the winner in each category. Trophies will then be handed out to our lucky winners at the awards’ evening at The Athena in Leicester on Friday December 2, hosted by Ricky Hatton and Katie Bulmer-Cooke. For more details, turn to our special feature, starting on Page 49

UK FITNESS SCENE

September is confirmed as second ‘reset’ month By Christina Eccles

SEPTEMBER is the year’s second peak for re-setting healthy habits – research has claimed – providing an opportunity for gyms to capitalise on the public’s renewed desire for fitness following the summer. According to data from Fitness First, internet searches for ‘fitness classes’ increased by 825 per cent month-onmonth from August to September 2015, alongside a 39 per cent monthon-month increase in searches for ‘gym’. Visits to the gym in general in September 2015 increased by 16,500 from 2014 and figures for this year also reveal the ‘Reset-ember’ trend is set to continue; showing September 2016 overtaking the September peak

of the previous two years. Fitness and marketing director at Fitness First, Lee Matthews, said: “It stands to reason that summer breaks, having kids at home and the temptation of lazy days in sunny beer gardens leaves fitness at the bottom of the priority list in August. “But our figures show that come September, Britons are craving routine and a health kick. “We’ve already seen a 27 per cent increase in member attendance across our clubs in the first week of September, compared with the last week of August. “We like to keep an eye on the motivations behind the nation’s health choices; and finding that there are two peaks each year when we’re

“When the sun is shining and the evenings are longer we can all be tempted to let our activity levels lapse due to summer socialising, so September is an ideal time to get back on track.”

recommitting to healthy living can only be a good thing.” The trend also follows a recent study from the ukactive Research Institute, which found British schoolchildren lose 80 per cent of fitness gained during term time over the summer holidays. Children taking part in the My Personal Best fitness measurement programme were able to run a further 120m in July – before the summer break – than in the same test in September, suggesting termtime improvements in physical activity are being lost during school breaks. Executive director at ukactive, Steven Ward, added: “We know that children lose a lot of their fitness due to lazy summer holidays, so it stands to reason that if kids aren’t being as active over the summer then neither are their parents. “When the sun is shining and the evenings are longer we can all be tempted to let our activity levels lapse due to summer socialising, so September is an ideal time to get back on track.”

Spin event raises funds for four charities CUSTOMERS and staff at New Forest Health and Leisure got in a spin to raise over £18,000 for charity. The Big Spin event, held at Totton Health and Leisure Centre, saw over 200 customers being sponsored to spin for 180 minutes – four 45 minute

consecutive classes. The total sponsorship collected came to £18,224.16, which was divided between four local charities chosen by New Forest District Council Chairman Councillor Goff Beck.

At Script Media, we try to get things right but occasionally, we make mistakes. If you have a complaint about a story featured in our magazine or on our website, please, in the first instance, contact us by email: ce@scriptmedia.co.uk We abide by the Editors’ Code of Practice as demanded by the Independent Press Standards Organisation. For details on the code and what to do should you be unsatisfied with the way we handle your complaint, please visit www.ipso.co.uk

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UK FITNESS SCENE

Campaign aims to get a million people moving more by 2020 LUCOZADE Sport has launched a new campaign with a target to get one million people to move more by 2020.

Colin Jackson opens the refurbished gym at Team Bath.

Photo courtesy of Clare Green for Matchtight.

Refurbished Team Bath Gym opened by Olympian Colin By Christina Eccles

OLYMPIC medallist and Matrix Fitness UK ambassador Colin Jackson was joined by gym members, staff and the public to officially open the recently refurbished Team Bath Gym. The University of Bath gym, used by many high performance athletes, now features state-of-the-art Matrix cardiovascular and strength products, including the S-Drive Performance Trainer. Colin was invited to attend the opening of the Sports Training Village facility as part of National Fitness Day

celebrations at the university. Visitors were able to participate in free fitness classes and mini workshops, use the new equipment, receive nutritional advice, have a sports massage and try out the new Boditrax body composition machine. Colin, a University of Bath Hall of Fame for Sport inductee, said: “It gives me great pleasure to officially open the Team Bath Gym. “I won many World, European and Commonwealth medals while proudly representing Team Bath, so it’s always great to return and see how the university and Sports

Training Village are developing.” Colin was able to try out the equipment including the S-Drive Performance Trainer, Aura strength products, 7xi generation machines and Climbmill. Matrix national strategic sales manager for the education sector, Tony Ali, added: “We are really happy with both how the gym looks, and the positive customer feedback we have already received. This is a project that we are looking to develop moving forward and this positive start gives us very strong foundations to build on in the years ahead.”

The Made to Move campaign launched with a TV advert and will kick into action this month with Made to Move Sessions; a series of streamed workout classes hosted by a range of influential sport and fitness ambassadors including IBF heavyweight world champion Anthony Joshua. Head of marketing at Lucozade Sport Steven Hind said: “We are absolutely thrilled to launch the new Made to Move campaign. “Our lives have become busier than ever and, while there is a great desire to move more and stay more active, it is often hard to keep as fit and healthy as we’d all like. “We strongly believe that leading a more active lifestyle is key to a happier and more fulfilling life. “That’s why we are setting ourselves the goal of helping one million people to move more by 2020.”

UK FITNESS SCENE

The Langdale Estate, home to Brimstone Hotel and Langdale Hotel, will open a new spa exclusive to guests later this year. Brimstone Spa will offer a luxury, sensory experience inspired by the Lake District landscapes, complete with a private spa suite for two, seven thermal experiences, an infinity pool, a range of chill out areas, 10 treatment rooms offering specially designed bespoke treatments and a deli. The Bubble, Brimstone Spa’s private suite will be available to hire by the half day or day and will be equipped with twin treatment beds, an air bath, thermal experiences, a double shower, a double bed and will be the only area of the spa to offer a Venik treatment, executed using birch branches gathered from trees growing locally to the estate.

Man crushed by lorry takes part in charity event By Christina Eccles A MAN who was left disabled and suffering from post traumatic stress after being crushed by an HGV lorry is taking part in a gruelling fitness challenge to raise funds for fellow sufferers of the disorder. Terry Bedford has severe nerve damage with no feeling down the majority of his right side. He also suffers severe anxiety as a result of post traumatic stress following the incident, which has changed his life and that of his wife Angela forever. He explained: “Before the incident, I was a very fit, motivated and confident person. “I was outgoing and enjoyed socialising, but after sustaining such severe physical injuries and suffering post traumatic stress disorder, both of our lives have changed dramatically.” Last December, following advice from his physiotherapist, Terry embarked on an exercise referral scheme at Impulse Leisure’s Chanctonbury centre to aid his rehabilitation. Working with fitness instructor Chris Allen two to three times a week to strengthen his muscles, the sessions have helped him enormously. He added: “It’s given me a new focus in life and a reason to leave the house. “It’s also helped me to get fitter as much as my physical disabilities and PTSD will allow.” As a result of his experience, Terry is now preparing for a 36-hour treadmill walk to raise money for the Terry Bedford Foundation Trust and Impulse Leisure, the charity which runs leisure facilities in West Sussex. The physically demanding walk will be split into three 12-hour sessions, strictly managed in accordance with Terry’s medical advice. Chris added: “When he was referred

Will Mellor with participants in the football tournament he hosted with the Villa Rockets Powerchair Football Club.

Will motivates disabled people in Birmingham to be more active ... ACTOR Will Mellor has visited Birmingham as part of the Together We Will campaign – a nationwide initiative to encourage disabled people, along with their friends and families, to become more active. In Birmingham, around 200,000 people have an impairment or long-term health condition, but only 13.5 per cent of disabled people reportedly take part in sport or physical activity for the recommended time per week. To help address this disparity, campaign ambassador Will hosted a football tournament with the Villa Rockets Powerchair Football Club at the Doug Ellis Sports Centre, with the aim of engaging and motivating disabled people across the Midlands to get moving, whatever the activity.

Director of Insight at Sport England Lisa O’Keefe said: “We know that disabled people are half as likely to be active as non-disabled people. “The National Disability Sports Organisations work with the sector to provide opportunities for a range of impairment groups to address this issue and encourage inactive people to get in to sport and physical activity. “That’s why campaigns, like Together We Will, are so important. We need to put people and what they want and need at the very heart of everything we do. That includes supporting people to get active in places where they want to take part, in activities they want do and with people they want to be active with.”

British Military Fitness joins forces with NUS Terry and Angela Bedford with trainer Chris Allen. to us, Terry was unable to walk on a treadmill, he was in excruciating pain and his PTSD was affecting him daily. “Following the 12-week scheme, Terry’s mobility massively improved sevenfold, his pain levels reduced and his mind also improved. “This man is a true inspiration to everyone that he comes into contact with. His determination and bravery are second to none. “The fact that Terry wants to give something back to those helping his rehabilitation, to raise awareness of PTSD and help others who are going through the same sort of battles, shows just what an incredible man he is.” n Do you have an inspirational member at your gym? If so, we’d love to hear their story. Send us details to ce@scriptmedia.co.uk

BRITISH Military Fitness has partnered with the National Union of Students in a mission to get the nation’s students fit and active. BMF is offering NUS extra card holders 60 per cent off its popular outdoor fitness classes; meaning that students can get their first session for free and benefit from an unlimited membership of £26 a month, which covers BMF’s 140 parks. Managing director Harry Sowerby said: “The stereotype of the takeaway

eating, beer drinking student is becoming less prevalent as young people become more health conscious. “It seemed only right that we offered a discount to students who want to benefit from our unique approach to health and fitness. “All our instructors have an authentic military PT background, but they aren’t scary and the whole focus of our classes is having a fun but effective workout in a group setting.” Leisure operator SIV has appointed Dominic Stokes as its new head of SIV events and Ponds Forge. Previously general manager of SIV Events, the events arm of SIV, Dominic will now also be in charge of the day-to-day management of Ponds Forge. He will also continue to be responsible for attracting major sporting, business and entertainment events, conferences, exhibitions and meetings to the SIV portfolio as well as overseeing their delivery. Dominic said: “I’m extremely proud to have been appointed to this new role. Ponds Forge is one of the best venues of its kind in Europe and I’m looking forward to building on the success and legacy it has enjoyed over the last 25 years.”

UK FITNESS SCENE

How Rhyl gym boss pursued his passion to help change lives ... By Olivia Taylor A DEDICATED gym owner is doing his bit to transform the lives of people in his community, helping them on their weight loss journey. Live Life Light Fitness in Rhyl was founded in 2013 when owner Adam Jones pursued his passion of helping others achieve their weight loss goals. He said: “We’re a transformation based gym. That’s what I like to do, get people in and change their life and their weight.” Once a person signs up to Adam’s weight loss courses, he makes sure they’re fully committed, ensuring they attend two sessions a day in order to build up their fitness levels. One of Adam’s clients, Helen Stocker, started out at 23 stone and

Associations are backing Matrix event

has lost nearly half her body weight in less than a year. Helen has also been shortlisted for the National Fitness Awards’ Member Achievement Award in recognition of her efforts. Adam added: “When Helen first came to us she couldn’t even move 25 yards and now she’s just finished the Manchester 10k and she did it in about an hour. “She really is very quiet, her routine used to be to go to work, come home, sit in front of the TV and eat. Now she’s like a local celebrity.” Adam and his team try their best to provide their clients with a friendly environment with no judgements, going the extra mile and providing support for each member every step of the way. INDUSTRY associations EuropeActive, CIMSPA, EREPS and ukactive have been named as official supporters of the Matrix International Show. The show, held on October 13 and 14 at the Ricoh Arena in Coventry, aims to deliver a diverse display of product demonstrations and training, industry networking, topical panel discussions and

He added: “Some gyms today don’t give that attention, they’re reluctant to give inductions because that’s using staff time. “We’re the opposite, we take a hands on approach and we get to know our members. “We try to help them out, we provide some of them with free memberships so they don’t get off course and they’re motivated to keep coming.” The facility has surpassed expectations, with an abundance of members coming through the doors to change their body and mindset. Adam added: “I didn’t expect it to take off as well as it has done. “It started off as an outdoor facility but now we’ve got a fully functioning gym; it literally just snowballed.” entertainment. The show spans a day and a half, with seminars taking place on the Thursday and a group workout session scheduled for the Friday morning. Director of strategic marketing for EMEA and UK, Gemma Bonnett, said: “We are delighted to have received such strong support from the industry through

One of Adam’s clients Helen Stocker has just completed the Manchester 10k after losing almost half her body weight in less than a year. the attendance of EuropeActive, CIMSPA, EREPS and ukactive. “The Matrix International Show isn’t just about demonstrating our products. We want to address the topical issues that are affecting our industry and believe that the addition of industry supporters and relevant seminar sessions will give plenty of added value for those that attend.”

UK FITNESS SCENE

Thousands of events mark fitness day By Christina Eccles

Gerard Pellikaan, Pellikaan Construction, John Bates, Places for People Leisure and Deputy Leader for Birmingham City Council, Councillor Ian Ward.

Ceremony takes place at centre THE Topping Out Ceremony of the new £7.5m Sparkhill Pool and Fitness Centre has taken place to mark a milestone in the construction work. Representatives from Birmingham City Council, Places for People Leisure, Pellikaan Construction and Roberts Limbrick Architects attended the ceremony to celebrate the highest point of building work being completed. The dignitaries were also given a tour of the new centre. Places for People Leisure were awarded the 15-year design, build, operate and maintain contract for Sparkhill Pool and Fitness centre by Birmingham City Council.

The new centre will include a six lane, 25m pool with viewing areas, along with a learner pool, a state of the art fitness suite, dance studios, café and community room as well as sauna and steam facilities. Business development director at Places for People Leisure John Bates said: “We are very pleased with the progress made to date on the facility by our partner, Pellikaan Construction and will work in partnership with Birmingham City Council to ensure that when the new centre opens next summer it enhances the health and wellbeing of the local community and exceeds all expectations.”

Bannatyne Group announces 200,000th member milestone BANNATYNE Group has reached a new milestone by signing its 200,000th member. The company, which operates 66 health clubs and 37 spas across the UK, has been growing its membership significantly over the last two years; reaping the benefits of an extensive refurbishment programme CEO Justin Musgrove said: “We are delighted with our continued membership growth especially during

the summer, a traditionally quieter time for us. “With our clearly defined aspirational offer, solid fundamental growth drivers and having further invested in our estate, we are confident of further progress in the months and years to come. “We see the premium segment of the wellness sector, in which we are well placed, as a significant ongoing opportunity.”

THIS year’s National Fitness Day saw more people get moving than ever before as over 18,000 events took place across the UK to make September 7 the most active day of the year. The sixth annual event, organised by ukactive and sponsored by Argos, saw more than 6,000 venues across the UK hold multiple activity events throughout the day. Thousands of UK gyms and leisure venues threw open their doors to engage the public in free physical activity taster sessions, while Argos celebrated NFD across its 800+ stores with activity operators hosting a range of fitness classes including in-store circuits, Body Jam sessions and outdoor workouts. The day kicked off with a special launch event at the Queen Elizabeth Olympic Park featuring a number of activity sessions for the local community. Legendary ballerina and Strictly Come Dancing judge Darcey Bussell CBE showcased her DDMIX dance fitness class, alongside sessions from Motivate East, Our Parks and Exercise in the City. Meanwhile, over at the Houses

of Parliament, more than 40 MPs including Sports Minister Tracey Crouch tried their hands at hulahooping, boxing, tai chi, tennis, boccia and samba as part of an outdoor activity taster session from ParkLives. Executive director of ukactive, Steven Ward, said: “National Fitness Day 2016 was our biggest and best event yet and we’re delighted to see the physical activity sector and wider partners such as Argos team up to get the nation moving. “It’s a fun day with a serious message and the important thing now is to build on this momentum and make serious ground in overcoming the UK’s physical inactivity crisis. “We’re already working on next year’s event and want to engage more members of the public and our sector to ensure that National Fitness Day in 2017 reaches wider than ever before.” Argos’ head of corporate responsibility, Amy Whidburn, added: “As a leading health and fitness retailer, our view is that the fun and enjoyment of physical activity can bring a whole host of wellbeing benefits, and that’s why we were delighted to see so many of our colleagues and customers taking part.”

Matrix to supply Trust for seven more years

Everybody Sport and Recreation celebrated the national Cycle to Work Day initiative by encouraging employees and customers to travel to work on their bikes on Wednesday September 14. As a reward, staff were also given vouchers for free tea/coffee and a pastry of their choice at their local Taste for Life café, along with a Cycle to Work Day sticker. Sites taking part included Crewe Lifestyle Centre and Holmes Chapel Community Centre.

MATRIX Fitness has agreed a partnership with Abbeycroft Leisure which will see the company supply equipment to the Trust’s sites for a further seven years. Abbeycroft Leisure currently operates across 12 sites in Suffolk with more due to open in the future. The relationship began when Matrix installed equipment at the trust’s first two facilities – Bury St Edmunds and Haverhill – and has since developed, with the latest project currently underway at its Newmarket site.

Health, fitness and physical activity development manager at Abbeycroft Leisure Matt Hickey said: “Matrix provides the best equipment on the market and our members love it too. That’s one of the reasons why we have continued to work with them and remained loyal during our growth. “But what is great to see is that Matrix is also a growing brand – continually at the forefront of technological advances and fitness trends. We know that as we grow, so will Matrix.”

£10m club continues expansion

DAVID Lloyd Clubs has opened its 93rd club, situated at Rouken Glen, Glasgow, as part of an ambitious expansion programme. The £10m state-of-the-art club, which was officially opened by Scottish tennis coach and star of BBC’s Strictly Come Dancing Judy Murray, comes after the business launched its first ever TV ad campaign as part of a high profile £5m re-launch marketing campaign. Rouken Glen is one of David Lloyd Clubs’ five new-build openings across the UK and Europe. This year has already seen two other new club openings in Newbury and Antwerp, with Colchester due to open later this month and Aravaca, Madrid opening in early 2017. CEO Glenn Earlam said: “The opening of our new club in Rouken Glen is just one part of an ambitious expansion and investment programme in the UK, across Europe and beyond. “The reaction to our TV campaign has been one of genuine surprise. Many people didn’t understand the depth and breadth of our product offering. We are far more than just a gym or tennis centre – we are a club where adults and children can not only stay healthy and active, but also spend quality time with friends and family, or use as a hub to work and relax in modern, stylish surroundings.”

UK FITNESS SCENE

Wendy battles back to become an inspiration By Christina Eccles AN inspirational fitness fan from the West Midlands has battled back from an accident which left her paralysed from the neck down to become Sandwell Leisure Trust’s first disabled instructor. Wendy Hall trained to become an instructor at Portway Lifestyle Centre through the Instructability programme and now runs Wendy’s Wednesdays where members of all abilities take part in Inclusive Circuits together. Her one to one sessions with both disabled and able bodied members have also increased due to customer recommendation and she has recently taken on a regular ViPR class, with an Aquafit class in

the pool next on her list. Wendy said: “Portway is the ideal place to host Instructability – it consistently delivers on its commitment to quality of service to disabled customers and inclusion, plus is passionate about addressing inequality in physical activity, reaching inactive populations and raising awareness of the benefits of exercise.” Wendy, who is now out of a wheelchair and only uses a stick occasionally for balance and support, was recently one of a select few Instructability graduates chosen to pick up their Outstanding Achievement award for ‘Healthy Partnerships’ at the ukactive Flame Awards. Portway’s fitness co-ordinator

Kevin Daly added: “Wendy is such an inspiration and what she has helped build at Portway is highly commendable. “She has certainly opened our eyes to what is possible here. Groups of people exercising together, who have previously experienced barriers to participation, are now breaking those barriers down and some. “The superior equipment and accessibility allows the whole community to use the centre, but it’s also proving to be a unique meeting place for disability members and able bodied members to exercise together, help each other improve and even forge lasting friendships. ”

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.

This month’s top Tweets...

Picture of the month

@singersuzi: YES! Just had a call from ‪@FitnessAwards ‪@edenspanotts have been shortlisted for Health Club of the Year 2016! ‪#nationalfitnessawards

@bodydesignfit‬: We’ve had the call and shortlisted for two awards in this year’s ‪@FitnessAwards!!!Whooooooop!!! ‪#nationalfitnessawards @Stetops‬: Looking forward to judging this year’s ‪#nationalfitnessawards. Sounds like there is some high quality entries ‪#excited @AthenaLeicester: Happy ‪#NationalFitnessDay to our friends at ‪@ FitnessAwards ‪@WorkOutUK ‪@lcbbs ‪@ BritGymnastics @vas_hava‬: ‪@WorkOutUK‪ great news!! Just had a call to confirm @thelabspa has been shortlisted for health club of the year 2016!‬

Over 400 participants turned out to help 1escape Health Club break the Guinness World Record for the largest exercise ball demonstration or class. The event took place at Smithfield Market in Dublin and was open to the whole community, with all ages taking part. The day also raised money for MS Ireland.

@DFC_Neil‬: A ‪#Great write-up for ‪@ RocketsClub in ‪@WorkOutUK last Month – Happy fifth ‪#Birthday from all ‪@ debitfinance @TheWorksFitness‬: Another great article on us in this month’s ‪@ WorkOutUK. Are you ready for our next challenge? ‪#gym ‪#workout

Look out for some exciting updates on social media over the coming weeks where we will be revealing more about the 2016 National Fitness Conference and Awards. Follow us on Twitter @FitnessAwards or @FitConference or visit the Workout Facebook page to make sure you’re up to date with all the latest news!

@wightfit‬: We’re shortlisted as Newcomer of the Year in the National Fitness Awards 2016!! Thanks ‪@ WorkOutUK ‪#superproud ‪#bestgym ‪#wightfitrocks ‪@ fitnessgarageuk‬: So proud to be nominated this year for regional north and functional gym facility 2016 ‪@ WorkOutUK @activenet‬: Yet more fantastic coverage of active-net 2017 – we’ve been featured in ‪@WorkOutUK @ActionPR‬: A great sweat sesh ‪@ bestsbootcamp with the lovely Olivia from ‪@WorkOutUK this lunchtime ‪#beyourbest @MasBodyDev: ‪@FitnessAwards‪ congrats to all that entered and good luck to the shortlisted. Thanks @ frankbrunoboxer for the support‬. @SchoolofPT‬: Our ambassador ‪@katiebulmer1 is hosting the ‪@ FitnessAwards again this year with ‪@ HitmanHatton. Great night in store! ‫‏‬‪@RigsFitness‬: Delighted to announce we’ve been shortlisted for two awards at the 2016 ‪@FitnessAwards. Fingers crossed for December! @katiebulmer1‬: IT’S OUT! I can’t believe I’m hosting the National ‪@ FitnessAwards again AND with the legend that is ‪@HitmanHatton! @BurnleyLeisure‬: We are delighted to have been shortlisted for ‪@ FitnessAwards in two categories, great work by all the team. ‪@RocketsClub‬: Very proud to announce we have been nominated ‪@ FitnessAwards for 2016 ‪#3rdtimelucky ‪#Rocketsfamily @PennyhillPark‬: We are thrilled to be nominated for Best Hotel Facility! Thank you ‪@FitnessAwards ‪#NationalFitnessAwards @PrimalHealthGym‬: Absolutely thrilled to announce that we’ve been shortlisted for Newcomer of the Year at the National ‪@FitnessAwards! ‪#FingersCrossed @solgilbert‬: ‪@FitnessAwards‪ @ Underground0Gym hosted a great seminar with a top educator @ BenCoomber #success members loved it.‬

Editor’s Comment

WE’RE in full on National Fitness Awards’ mode this month as our visits to this year’s finalists have been taking us all over the country – with still plenty more places to go. So far we’ve been everywhere from Northern Ireland to the Isle of Man to London and it’s been great to see so many inspiring clubs and trainers who have taken great pride in getting this far and who would love to pick up a trophy at the event in December. It’s always a tough task even narrowing it down to the shortlist stage so we definitely don’t envy our judging panel who have to pick the overall winner and runner up in each category once all the visits have been completed. As ever, the standard is exceptionally high and we’ve received a warm welcome from everywhere we’ve been, so we’re looking forward to another busy few weeks visiting the rest of the finalists in areas we haven’t managed to get to yet. And don’t panic if you’ve been shortlisted and haven’t had your judging visit arranged.

We’ll be in touch in the coming weeks. As this issue goes to print, we’ve also just returned from LIW where it was great to catch up with many of our readers and advertisers. Look out for news from some of the seminars we attended throughout this issue and our event review will follow in next month’s magazine. If you were at the show and came across or were exhibiting something you think we should be featuring in that, let us know. We’ve also enjoyed seeing how the industry came together for National Fitness Day, with events taking place up and down the country with the aim of engaging more of the public in physical activity and showing them why exercise can be fun. Again if you got involved, let us know. Or if you’re planning a community initiative in the future, we’d love to hear more about your plans. Enjoy the issue and we’ll see many of you on our travels over the coming weeks!

Christina Eccles

This month’s hot topic:

What do you predict will be the biggest trends of 2017? Are you introducing something industry leading in your fitness business? Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

Partnership to tackle young offending risks

FREEDOM Leisure is working in partnership with East Sussex County Council’s Youth Offending team to launch a programme specifically to reach out to young people at risk of offending within the local area. The YotFit programme has been designed to help support young people within the East Sussex area who have committed a youth offence or are potentially at risk of doing so. Freedom Leisure ran an eight-week pilot project earlier this year at Hailsham Leisure Centre. During the sessions participants were able to try a variety of different exercise classes, all led by fully qualified instructors, including Body Pump, circuits and boxercise, as well as taking part in swimming sessions to help build a positive experience with exercise. At the end of the programme, participants were given a free leisure pass to continue to build on the progress they have made, with some participants stating they wouldn’t have normally chosen to visit their local leisure centre if it weren’t for the YotFit programme. Freedom Leisure’s head of sport development Richard Bagwell said: “We are proud to be working with the council’s Youth Offending team and are pleased with how well the pilot project was received by participants. “We are fully committed to providing a wide range of fitness opportunities for our community and we look forward to continuing the scheme for our local youth.” Following the success of the Yotfit pilot, Freedom Leisure is starting another programme at Hailsham Leisure Centre.

UK FITNESS SCENE

Tom takes on 24-hour challenge for fitness day fundraising

By Christina Eccles

A GYM in Nottingham has helped the local community to get more active, while at the same time raising money for a worthy cause. As part of National Fitness Day, Tom Wilson – a personal trainer at Roko Health Club Nottingham – came up with the idea of a 24 hour PT Marathon. Tom filled 24 hour long slots where people paid a minimum of £45 for the hour’s training, with the money donated to The Nottinghamshire Hospice; raising £1500. General manager Julie Bowley said: “The event started as part of

our National Fitness Day to get more people, more active, more often whilst raising money for The Nottinghamshire Hospice. “Tom quickly filled the 24 places and with the support of Roko and The Nottinghamshire Hospice we raised awareness of the event and smashed the £1,000 target we set ourselves.” Local Olympic gymnast Becky Downie also joined in the fun, as did non-members who were invited down to come and see what was on offer at the facility. Julie added: “There was a great buzz in the club and to have Becky Downie to be there to celebrate the last session was amazing.

“We also invited non members for a free day at Roko to have the opportunity to start their fitness journey, whilst challenging our current members with a variety of fitness challenges through the day; our Body Pump Lift Challenge achieved 218,374 kilos during their class. Tom did an amazing job through the 24 hours, donating all of the personal training charges to the fundraising.” n Have you held a community or charity event at your gym? If so, we’d love to hear more about it. Send your news to ce@scriptmedia.co.uk and you could appear in a future issue of Workout.

UK FITNESS SCENE

Island’s biggest independent is all about empowering women

By Olivia Taylor

A LADIES only gym on the Isle of Man is providing local women across the country with a fitness solution that covers all aspects of exercise. Warehouse Fitness in Douglas – the biggest independent gym on the island – offers ladies an introduction to exercise, but also ensures they are educated, with a dedicated weights room and an in-house dietician. Gym instructor Amy Burns said: “I was a member here before I started

working here, and we’re all about empowering women.” When Amy first joined the gym she was three stone heavier, and the club supported her throughout her weight loss journey, helping her overcome depression. She added: “It’s gobsmacking for me to think that I work in a gym. I used to hate gyms and now this place is like my sanctuary.” Even though the club isn’t located in a modern city, it still prides itself on offering the latest classes, supplements and equipment.

Amy added: “We ask our members what they want, and if we think something’s a good idea then nine times out of 10 we’ll do it. I just like to show our ladies new things; I even find new ways our equipment can be used.” Not only are clients offered a range of different classes and equipment, but with an in-house dietician, beautician and hairdressers, Warehouse Fitness is doing its bit to provide everything under one roof. Amy added: “We have a nursery and we’re looking into providing

classes for children. It’s not just about childhood obesity, it’s about providing the parents with a place they can drop their kids when they want to exercise and the kids can get a workout too.” The gym even lets men through its doors, using the facility to provide training for the island’s budding gym instructors. Amy added: “I have a personal relationship with my clients and a lot of friendships have blossomed from the gym. The girls have made me stronger.”

challengeworkout

A London fitness boutique is inspiring locals to be their best, with a high intensity workout timetable. Olivia Taylor tried out a class.

Hardcore sessions and trendy location have helped Best’s Bootcamp already gain a regular client base.

Bootcamp gives Londoners quick and convenient class A HIGH intensity bootcamp is providing busy Londoners with exactly what they need, a quick and convenient class in the heart of the capital. Best’s Bootcamp was founded less than a year ago and has already gained a regular client base with its hardcore sessions and trendy location. Televisions are dotted around the studio to give participants a clear view of the instructor, no matter where they’re positioned, making it easy for them to keep up with each instruction. Managing director Lee Drabble said: “I design everything around what my mum and dad can do. We’ve put TVs up so we can demonstrate what we’re actually doing and people can copy us. “We don’t just want to be a

bootcamp, we want to be an education centre as well. “We do keep things different every time here. I don’t want people to come every week, three times a week and get the same workout every time.” The club make sure their clients are kept interested, with the area’s best instructors coming through the doors to show them how to get the most from their session. Members are given the most current exercise options, with all instructors completely up to date with training, courses and qualifications. Lee added: “All our instructors are fully qualified personal trainers; if you’re not qualified you can’t work here. Clients are going to be pushed in the sessions by professionals, not their mates.”

From the stylish smoothie bar to the atmospheric lighting and on trend decor, Lee wanted to make sure that members had a first class experience, from walking through the doors to leaving the facility. Lee added: “To see how the facility has turned out is great. It was 100 per cent a gamble but it’s turned out better than I imagined it. I’m proud of how far we’ve come, but it’s more passion than pride. “The colours are vibrant, they reflect really well in the mirrored walls and complement our LED studio.” The club is kitted out with top spec equipment, including the bespoke ‘Best’s Box’ from Escape that can be used for cardio exercises or incorporated into resistance training. Escape product director Nick Hilson added: “The Best’s Box is a

unique, market-leading design and it’s got a multi-dimensional purpose every time they use it, people come up with something new to do. “We’ve all used a plyo box before, but this is in a different class. People love the different heights and the soft cushioning is a really big plus.” Best’s Bootcamp pride themselves on sticking to their roots and getting behind what they believe in and the club’s next step is introducing a new indoor cycling studio for the area’s spinning enthusiasts. Lee added: “The next thing for us is the cycling studio. We want it to be fun though, we want people to come in and feel like they’re having a party on the bike. “We’re not and won’t be the kind of facility that provides our clients with yoga and Pilates; we’ll carry on doing the bootcamps.”

‘Tired, sweaty and eager for more’ HIDDEN away in Charing Cross, Best’s Bootcamp is on a mission to provide Londoners with a convenient exercise solution to help them reach their goals. I dropped in on a Thursday afternoon to try a lunchtime class, and I was left tired, sweaty and eager for more. The ‘Push and Abs’ class is a high intensity, 50-minute interval session suitable for people of all fitness types and you can go at whatever pace you feel comfortable at. As soon as I went into the studio my motivation increased, as everyone in the class seemed raring to go; starting with a warm up jog on the treadmill, which soon increased to an incline sprint. We were then put through our paces with weighted exercises, planks, push ups and treadmill circuits. The class was the hardest session

I’ve ever taken part in, but I didn’t feel tempted to stop because everyone around me continued pushing, and the instructor did his best to inspire us all. There wasn’t any element of competition in the class. It was great to see people getting the most from their workout, and taking it at their own pace. Once I’d cooled down, I made my way back to the changing rooms, and there was a contagious buzz between all of the participants. Best’s Bootcamp is making its mark on the London fitness industry, and I’m not surprised. They have everything covered; providing their members with a place they can exercise, buy their gym kit and refuel with protein shakes. Although the session left me exhausted, if this facility was local to me I’d make sure it was part of my weekly fitness routine.

UK FITNESS SCENE

100 lives saved after company’s investment in AED technology By Christina Eccles

Kit gift provides boost for aspiring young sprinter PHYSICAL Company is helping to support the next generation of British athletes by providing aspiring young sprinter Jazz Crawford with a range of functional training products. The talented young athlete currently competes for Blackheath and Bromley Harriers in the 100m and 200m distances, U20 age group. With a host of national achievements to her name, Jazz is now racing abroad more often, was shortlisted to compete in the Rio Olympic trials in June and won a

bronze medal at this year’s England National Championships in the 200m. Physical Company managing director John Halls said: “We were instantly taken by Jazz’s energy, ‘can do’ attitude and extraordinary capacity for hard work. “She was very clear what kit she needed to give her training the edge and we were more than happy to help her out this way. “We are following her progress carefully and wish her all the best in her future competitions as she progresses her athletics career.”

AN operator’s decision to make a long term investment in automated external defibrillators has paid off. David Lloyd Leisure has been investing in state-of-the-art AED technology from Cardiac Science since 1998, building a network of AED protection across its 83 clubs in the UK and 11 clubs across Europe. And on 100 occasions the AEDS have been used to save lives. Health and safety manager at DLL Caleb Brown said: “AEDs have become so affordable, easy to deploy and learn to use, it’s really straightforward for a health club to get involved.” Caleb, who took on a leadership role in the AED programme in 2006, has designed training for club employees that enables them to respond with maximum speed, confidence and efficiency when a cardiac incident occurs. He added: “Because of the voice prompts, even a bystander can use an AED. With a training programme, you give people the ability to react faster in an event, which is going to increase chances of survival.” Ambulance response times are on average eight to 12 minutes, but for an SCA victim, that is often too late. DLL’s goal has been to train staff to get the AED to the patient and the defibrillator pads on their chest, within one minute. Once the pads are attached, the

Health and safety manager at David Lloyd Leisure Caleb Brown AED can diagnose the heart rhythm, and, if appropriate, administer a shock automatically. The AED’s voice prompts coach the team through every step of the process, including administering CPR. The AEDs are programmed in accordance with the latest resuscitation guidelines, and DLL bases its training on those same guidelines. Caleb added: “Some businesses overestimate the amount of training that is required for a successful AED programme. Our training is only two hours for an employee, once a year.” DLL was named as the 2013 UK Heart Safe Gym of the Year and in became the first private leisure company to be accredited by the London Ambulance Services, based on its AED training and AED deployment.

UK FITNESS SCENE

Celebrity chef Marco Pierre White has launched a new restaurant at a popular health club in North Somerset. Bardolino Pizzeria, Bellini and Espresso Bar has now opened at theclub at DoubleTree by Hilton Cadbury House, operated under licence from the chef’s Black and White Hospitality business. CEO and owner at Black and White Hospitality Nick Taplin said: “I’m very proud that we are able to roll out this new brand from North Somerset and the kudos it will give the area. “It made total sense to launch our newest restaurant brand in a business that we own and manage and in an area of the country that I live.”

Life Fitness adds ICG to portfolio LIFE Fitness’ parent company, Brunswick Corporation, has completed its acquisition of Germany’s Indoor Cycling Group, a leading provider of indoor cycling equipment. ICG is the latest acquisition to join Life Fitness’ leading health, fitness and well-being brand portfolio and further diversifies the company’s product offering while strengthening its participation in the group training category. Life Fitness president Chris Clawson said: “We’re excited to welcome the ICG team to our Life Fitness family. “Their innovative technology, indoor cycling expertise and talented team position us to advance in the indoor cycling and group training categories.”

Gyms urged to prepare for new 12-sided coin By Christina Eccles

GYMS using coin operated lockers have been urged to prepare for the launch of the new pound coin early next year. The new 12-sided, bi-metallic, bi-colour pound coin comes into circulation next March and incorporates new anti-counterfeiting technology. But while the Royal Mint expects the new features to safeguard the coin against counterfeiting, according to the experts at Codelocks, the changes could prove costly to many gyms and sports centres which will need to upgrade or replace their coin-

operated equipment, such as lockers in their changing areas. The compatibility of the new pound coin with existing locks depends on the mechanism. While the new coin is roughly the same diameter as the current coin, its shape, weight and thickness are different – all features that affect the extent of the upgrade required. Managing director of Codelocks, Grant Macdonald, said: “We expect to see sports centres and gyms use this significant change to move away from coins. Gym operators are switching from coins today – even before any upgrade is required – because they are looking for a more convenient

locker solution for their users and staff. “Installing keypad lockers means that users don’t have to worry about having change on them, nor do they need to carry a key while using the facilities. “It means no more lost keys and no overnight ‘locker-hogging’, as staff can easily clear the lockers at the end of the day using a master code.” But according to Codelocks, there is some good news for operators who choose to stick with coins and upgrade their existing lockers; the Royal Mint expects the new pound coin to be around for the next 30 years.

UK FITNESS SCENE

Brits face fight to achieve fitness goals

SportsArt unveils new partnership with fitness chain SPORTSART is pleased to announce a partnership with Xtreme CSC, a chain of fitness facilities based in the United Kingdom and Ireland. Xtreme CSC gyms combine strength and conditioning with functional training, as well as offer complete nutritional support to their members. Their newest gym located in Cashel, Ireland, opened fully-equipped with over 30 pieces of SportsArt equipment. UK country manager Roger Eldergill said: “We are delighted and very proud to announce this long term partnership with such a new and exciting brand. “Their ethos and ambitious brand development matches that of SportsArt – our exciting range of innovative new cardio, fixed resistance and free weights will allow Xtreme CSC to appeal to the widest continuum of user.

“SportsArt has been chosen over fierce competition to support the rollout of over 100 Xtreme CSC clubs. Early on in negotiations, it was made clear that one of our strengths is our focus on people. Despite being a global company, SportsArt brings a family feeling to the table – a trait installed in all employees by Paul Kuo, chairman and founder of SportsArt – and that makes a real difference.” Owner of Xtreme CSC Connor Crotchett added: “SportsArt’s mission of embracing your best self really resonated with our own. “They continue to impress us with the strength of their equipment and their quality of service. We are excited to continue working and developing this partnership with SportsArt.” To learn more about SportsArt, visit us.gosportsart.com or contact roger. eldergill@gosportsart.com

BRITS are facing a battle to achieve their fitness goals, according to new research from TomTom Sports, which suggests many are finding it challenging to understand key health measurements. A study released to mark the launch of TomTom Touch – the world’s first fitness tracker to analyse body composition – found that 83 per cent are concerned about managing their weight and 40 per cent admit they weigh themselves at least once a week. Yet despite weighing themselves every day, nearly one in five stated they were unsuccessful at achieving their goals, with 11 per cent putting this down to a lack of awareness of the best way to shape up. According to results, the nation’s main fitness goal is to stay healthy (40 per cent), while 35 per cent want to focus on actually losing weight or slimming down and 18 per cent want to improve their fitness level. Figures show 69 per cent of people have no understanding of what body composition is, yet 80 per cent of Brits know all about BMI and nearly a quarter (22 per cent) believe it’s a good measure of health and fitness. Fitness expert Matt Roberts said: “We clearly see from the results of this research that although most Brits are keen to remain fit and healthy, generally they seem at a loss for how to reach their fitness goals and what metrics they should be using to reach those.

fitness without limi t s

Fitness expert Matt Roberts “There are so many different ways of measuring out there. From my experience working with different people and body types, simply monitoring your weight or BMI alone doesn’t give you the right information about your fitness level. “Body composition, which is the measure of the percentage of muscle mass and fat in your body, offers a much better alternative to stepping on a scale as this tells you exactly what you’re made of, so you can make more informed decisions about your exercise regime that will help you reach your fitness goals.”

Senza is about removing limits. Getting your members to their workout first, then providing technology. SENZA JOURNEYS Our virtual run technology, taking your members across a variety of trails and paths across the US. DYNAMIC ENTERTAINMENT TV, Internet, Wi-Fi & Bluetooth give your members the latest advances in fitness tech. OWNER CUSTOMISATION Logos & custom home screens are just a few options available to you to customise the member experience. WHEREVER YOU WANT TO GO, SENZA WILL TAKE YOU THERE.

G O S P O R T S A R T. C O M / S E N Z A Senza UI is available on SportsArt Status cardio line in 19” and 16” capacitive touch screens

UKINFO@GOSPORTSART.COM TEL: 01509 274440

UK FITNESS SCENE

Sheffield steps up to hit 6.5 million Move More minutes By Christina Eccles

Five of Sheffield’s sport and leisure venues have been rated as excellent in an independent industry assessment. Quest awarded the top rating to SIV’s Hillsborough Leisure Centre, Ponds Forge International Sports Centre, iceSheffield, the English Institute of Sport Sheffield and Concord Sports Centre. Springs Leisure Centre and Tapton Park Golf Course, also operated by SIV, were rated as good.

New brand sets £50,000 aim A NEW sports and activewear brand has launched, with a goal to raise over £50,000 for grassroots women’s sport in its first year. Anabel Sexton, the founder of Boudavida and a keen activist for women’s sport, has worked closely with her daughter and business partner, Gaby, to create an initial line of 12 items, designed to help women feel confident and comfortable and inspired to get active. Determined to make a difference, Boudavida is dedicated to supporting women’s sport, with five per cent of all sales going directly to female athletes, projects, charities and campaigns. Each time customers make a purchase from the website, they can choose where the money goes, with a

choice of three grant options. Anabel said: “It’s shocking that two million less women than men take part in physical activity in the UK with body image and lack of confidence cited as the main barriers. “We hope our products can make a real difference for all women – giving them the confidence to be more active.”

THOUSANDS of people across Sheffield have clocked up a combined 6.5m active minutes during the city’s first ever Move More Month. Throughout July, a total of 6,568,797 Move More minutes were registered on the free Move More Sheffield app as part of a world-first programme aiming to get the city moving in the run up to the Rio Olympics. The citywide Move More Month was supported by more than 50 participating organisers, from the universities and NHS to football clubs and local leisure centres. It was also backed by Sheffield’s Olympic heptathlon champion Jessica EnnisHill. Over 6,000 Sheffield residents were registered on the Move More Sheffield app database, developed by experts from both Sheffield’s universities, to automatically track activity and clock up Move More Minutes for each minute of activity. To encourage activity, more than 300 free or discounted sport and leisure were put on for people to try, including walking football, trail running and community rounders. The Go for Gold Workplace Challenge title, contested by 23 workplaces, 374 teams and 2,964 participants, was awarded to Sheffield Teaching Hospitals NHS Foundation Trust with staff recording 3,297,293 minutes. Sheffield Hallam University came second with The University of

Sheffield in third place. Move More Month was created by the National Centre for Sport and Exercise Medicine in Sheffield. Director professor Robert Copeland said: “We’ve been overwhelmed by the success of the first ever Move More Month, both in terms of the support from people across the city and the fact that we hit 6.5m minutes. “Throughout Move More Month, our overriding message has been to make physical activity part of everyday life and something you can enjoy with family and friends. It’s about making every minute and move count, whether that be taking the steps instead of the lift or cycling to work or a meeting rather than driving. “Although Move More Month has finished, we’re keen continue this culture of physical activity as part of our mission to make Sheffield the most active city in the UK by 2020 and we’ll be using the data gathered during July to help make Sheffield a place where people want to enjoy exercise. “The university teams continue to refine the app and are very excited about the release of a new version early next year. The Move More team will be looking at a programme of events across the 2017 to build on this year’s successes and lessons. “We’ll also be looking to roll out the project nationally to see how Sheffield compares with other parts of the country and find out which city really is the most active.”

UK FITNESS SCENE In what has been billed as the biggest change in a generation, the process of the 2017 business rates revaluation is well under way. Simon Heather, partner at national property consultant Sanderson Weatherall, explains how fitness centres are likely to be impacted.

Business rates: what you need to know ... What are business rates? Business rates are a tax payable on non-domestic buildings, set by the Government and collected by the relevant local council. Similar to Council Tax for domestic properties, they serve as a contribution towards local services. In England and Wales, business rates are calculated according to a property’s ‘rateable value’, which represents the market annual rental value at the time of the last valuation date (currently April 1 2008). This figure is then multiplied by the annual Business Rates Multiplier, which is set by the Government, to give the total amount payable before any deductions. What changes are under way? On April 1 2017, new rateable values for properties around the country will be implemented. This has triggered a lengthy process, including a number of key dates throughout 2016 and 2017. Draft rateable values were published online by the VOA (Valuation Office Agency) on September 30, which help companies to understand their new valuation, whilst providing an opportunity for them to tell the VOA about any errors before the new rates are applied from April. For the first time, this information has only been made available online via the VOA website, and they won’t be sending out printed valuations. To get access, you need to register your details with the VOA. April 2017 will also see the introduction of a new appeals process called ‘check, challenge, appeal’, which will change the way in which organisations can

Simon Heather appeal their rates. How will it impact fitness centres? Most businesses are likely to experience a change in their business rates as a result of the revaluation. This is because the valuation date is set two years before the last revaluation and since there has not been a revaluation since April 1 2010, local authorities in England and Wales are still basing their business rates bills on 2008 figures. This will change next year, as all non-domestic properties in England and Wales will be reassessed based on a valuation date of April 1 2015. Over the last three or four years, the health and fitness market has become increasingly competitive with the rise in prominence of budget health club operators. New players like Pure, Xercise 4 Less, Fit4Less and The Gym have flipped the traditional business model on its head, forcing the incumbent players to fight their corner. The result of these entrants is a polarisation of the market – pretty much as happened in the hotel sector following the emergence of the budget sector in that industry, with the

resultant ‘squeeze’ for those operators that tread the middle ground. The increased competition within the sector has meant that it has been difficult for many existing operators to increase revenues. Coupled with cost pressures, this has invariably led to a fall in operator margins. Current (2010 list) rateable values are assessed with a valuation date of April 1 2008 and, therefore, reflect conditions prior to the economic downturn and the influx of budget gym operators. As a result, for the 2017 list, we are expecting that assessments of health and fitness clubs will (at worst) remain static, although in many cases we consider falls in the level of assessment will be justified after a detailed analysis of relative trading performance – and some of these falls could well be significant. What happens next? Although the draft rateable values have now been published, fitness centres will not be able to calculate their new business rates until the Government announces the multiplier in January. New rates bills will be issued on March 1 2017 and the revaluation comes into effect from April 1. The important thing is to seek advice from a qualified rating advisor as soon as possible to make sure you are not paying over the odds. They can assess your draft rateable values and analyse whether you are entitled to a reduction in your business rates. n Simon Heather is a partner at national property consultant Sanderson Weatherall: www. sw.co.uk/business rates

A one million reps challenge has been completed by locals in Warrington, which also raised money for St Rocco’s Hospice. LiveWire asked people to play their part in completing as many squats, press-ups and burpees as possible and post short videos to social media to nominate friends to join in. A repathon was also held at Orford Jubilee Neighbourhood Hub, with more than 200 people completing 20,283 reps, which helped LiveWire smash the target – reaching a total of 1,010,723 reps. Decathlon’s Warrington store donated £400 when LiveWire reached the milestone. Senior LiveWire advisor for fitness Jake Smith said: “We’re so pleased to have smashed our target and to have raised more than £400 for St Rocco’s, a charity that does wonderful work across the town. Thanks to everyone that has taken part and helped us reach this huge achievement of completing one million reps.”

UK FITNESS SCENE

The essential guide to planning an effective club marketing campaign By Duncan Green

method for the market you are aiming it at. For example, if you are aiming to recruit senior exercisers to join your club then a Facebook post or ad campaign may not necessarily be the most effective media for you to reach the target. Equally if you are wanting to deliver a sophisticated sales message to local mums then a video embedded Facebook ad campaign may be the most suitable and impacting method. It’s horses for courses and it’s very much a combination of both offline and online. For example, direct mail is back again as one of the most powerful media forms for fitness clubs. What’s key is that you measure the results of what you do to find the most profitable uses of your marketing dollar!

THIS month I would like you to talk to you about planning your lead generation and membership marketing activities. If you are starting with a blank sheet of paper then here are my top tips for achieving a successful marketing outcome and keeping your owners happy. 1. Don’t lose sight of your objectives A well thought out club marketing plan will include a range of objectives, all of which should be about achieving profit for your business. 2. Advanced planning is vital Plan your activity in 12-week (three month) cycles. January – March, April – June, July – September, October – December. Start the planning process for each quarter three months ahead. So, in October you should be thinking about the January to March period. In phase one (month one) of each cycle you should be creating an outline programme of your initial thoughts and ideas for the promotional period. Month two is the final decision time of what, when and how. Month three is the vital briefing and production phase when the aim is to let everyone know inside your team, about what’s happening, when, and what you expect from them. 3. Always remember the “Four M” marketing cornerstones when planning your promotional activity The first “M” stands for “Market.” This is your target audience. In the world of fitness marketing, the main “tribes” you will be targeting will be prospects (the people you would like to join your club), new members (those within the first six weeks of subscription), existing members, your “best spending “members (an often neglected but hugely important tribe), your “sleeping membership” (for goodness sake wake them and nurture them!), customers in a renewal of membership phase and your

Duncan Green ex-members’ database. The challenge is to run a sophisticated plan that realises the potential of all of these audiences. Because you are probably going to be running a bigger plan than ever before, you will realise the need to plan further in advance and to take the trouble to brief your colleagues comprehensively so they know what’s happening and are confident in dealing with it. The second M is “the message.” Your plan will predominantly include activities to attract new members but will additionally include ideas and campaigns to upsell existing members to higher ticket versions (ascension), retail more secondary products, increase the lifetime of your members, and facilitate greater member referrals. How we deliver these “messages” to our identified market is the product of the third M – “media.” What techniques, both offline or online are going to be most effective in getting the message home to the market? When you consider the different tactics and outcomes that you are looking for it is vital that you choose the right media for the right message and ensure that it is the most effective

4. Never forget that although fitness is a people business it is essentially a numbers game You must track accurately the “metrix” (the fourth M) of all your campaigns. We mean recording the costs of each campaign against the response rates and most importantly the value generated from each customer. Too many successful campaigns are cut off too early because we didn’t realise how well they were working! Equally, for those that don’t appear to work so well straight away, ensure that you chart the various performance stages to see if with a few minor tweaks, additional staff training and some process systemisation you can’t turn an average campaign into a huge profit generator. 5. The theory in action Here’s a great example of that point in question: One of our client clubs recently introduced a £49 fitness voucher card promotion to attract customers to their club. The conversion rate was 10 per cent to membership and the average lifetime spend of a club member is approximately £350. (The average length of stay x average monthly yield)

The club spent £500 on marketing the cards and sold 30 cards recovering £1500 and converting three to become members (three x £350 = £1050) So a £500 outlay generated £2500 and a profit of £2000. Mindful of all of the numbers, the club manager decided to invest in a more intense direct sales promotion to boost voucher sales. A wise decision? Here’s what happened next... Instead of a press ad campaign, he hired a sales team to sell the voucher cards to companies and shops and locals door to door. The new spend per month went up to £3500 as a result (due to the staff wages) – an increase of £3000 on the former tactic! However voucher sales went up 400 per cent to 120 and with a change in the membership offer the conversion percentage went up to 15 per cent. The new “Metrix” show the following financial performance; a total spend of £3500. Revenues from card sales of £5000 and membership take up of 120 x 15 per cent = 30 x £350 lifetime value. The promotion generated £15,500 for an investment of £3500. A profit of £12,000 compared to the £2,000 profit achieved in the ad driven campaign. Imagine the additional profit generated if you could sell more cards, further improve the conversion, and add an extra month to the lifetime value. Exponential increases are possible. So here’s our parting thought this month: Amazing things happen to your club marketing performance when you understand how to analyse your campaigns and take the trouble to measure accurately the effectiveness of your strategies! Good luck out there! n Duncan Green is managing director of Momentum Business Development. He is a trusted adviser to fitness clubs globally and his company provides advanced online sales and marketing services to UK fitness club operators.

FUNCTIONAL FITNESS From education to technology, the experts have revealed the latest trends in functional training. Here Workout rounds up what to watch out for.

Appetite for functional training shows no sign of slowing down yet “WE are never happier than when called in to advise on functional fitness,” says managing director of Physical Company John Halls, suggesting the appetite for this type of training is showing no sign of slowing down. And with members fully embracing functional kit and workouts, operators are always looking for the next big thing to introduce into their clubs. A new trend which Physical Company has picked up on is NFC (Near Field Communications) tags in kit. The tags are loaded with key exercises to try with that kit and when the user holds their smart phone over the tag, the information uploads so they can see a range of exercises to try. Physical Company already has NFC tags in its new Performance Roller and PBX bags and believes the industry will see this trend taking off very quickly. John added: “The scope in this sector of the business is as wide as the imagination of our team and clients. “Operators are not just looking for innovative kit – although they love our extensive new range. They are looking for functional zones, bespoke flooring,

clever storage and racking and accessible equipment that their members will be encouraged to pick up and try. “PTs and fitness instructors are increasingly confident in recommending functional fitness: gyms just need to set aside some space, keep their equipment updated and their staff trained on the new kit and then sit back and watch as members literally pick and run

“The rise in popularity of functional fitness training means that PTs have a great opportunity to engage with clients and members and offer to do one-to-one or small group sessions that focus on functional fitness.”

with functional fitness options.” When thinking about introducing functional training options into a gym or studio, efficiently utilising space is key when it comes to getting the best out of your kit. National account manager government services and performance sport for Pulse, Ben Steadman, added: “What we are seeing now from our clients is that when it comes to functional training, space is the most important element, whether that’s creating a brand new space or reconfiguring an existing space. Because of this we are now seeing a need to create bespoke functional training rigs especially wall mounted rigs to help save on space and it’s something we are asked about on regular basis.” Continued on page 35

FUNCTIONAL FITNESS

Continued from page 34 “When we are creating custom rigs, we like to look at the shape and space of the room beforehand so that we can then come up with a bespoke solution that really complements the space to allow for this style of training. “Most recently we developed a bespoke training rig for Dame Kelly Holmes when we were asked to refurbish her converted barn which is now a home gym. “Developing a brand identity across our functional training kit range for clients is also another trend we’ve noticed. We are constantly asked by clients for branded functional training rigs and to colour match the pantones to their own company logos.” The right training and education can also make a big difference.

Ben added: “Another area we’ve seen a big demand for is on the education side, and thanks to the newly launched Pulse Training Academy we are able to offer full training for PTs to be able to deliver group exercise sessions that really maximise the space and profits too. We also give full product training in order to ensure PTs can help members make the most out of the new equipment.” Future Fit Training has also recognised this; developing a bespoke Functional Equipment Training Course to help PTs brush up their skills with the latest kit available. It covers a variety of training methods, including functional training, integrated movement and multi-planar exercises. These up-to-the minute approaches are integrated with equipment such

as medicine balls, weighted bags, stability balls and agility ladders. Successful completion of the course equates to eight CPD points and is being utilised by both newly qualified trainers and those with many years’ experience who are looking for fresh ideas to use with clients. Head of the Future Fit School of Personal Training, Paul Swainson, added: “The rise in popularity of functional fitness training means PTs have a great opportunity to engage with clients and members and offer to one-to-one or small group sessions that focus on functional fitness. “With all the buzz around functional fitness, what better way to refresh clients’ programmes and get yourself in front of new members looking to get the most out of all the equipment in the gym? It makes sense for operators to give their PTs a boost

in training and the CPD points are always welcome too. “I’m delighted to see functional fitness gathering pace but do fear for gyms whose trainers don’t know what to do with the kit. Those facilities where staff are trained and knowledgeable will absolutely fly with functional fitness but if the staff aren’t up to speed the members have no chance. “Gyms must ensure their staff are competent using the kit to maximise their return on investment in it. I have seen more than a few underutilised ‘functional zones’ because no one knows what to do with the equipment. “Rigs in particular are a danger – they are growing in popularity but can look like abandoned climbing frames which is such a shame as they are great fun to train on.”

FUNCTIONAL FITNESS

Functional training ‘perfect way to engage members’ FUNCTIONAL training provides the perfect way to engage members, thanks to the potential social benefits of working out in small groups, according to managing director of Ethics Leisure, Andy Gill. As the UK and Ireland distributor of Total Gym equipment, the company has noticed a trend for using the kit in a circuit style format – ideal for training groups. Andy explained: “Total Gym pioneered incline bodyweight training 42 years ago but with functional fitness enjoying a fresh new wave of interest, it’s great to see Total Gym fulfil the demands of this market. “With over 80 exercises and taking up less than 25m2 of space, the new six piece Elevate Circuit offers facilities the chance to take a unique approach to gym-floor exercise and to help drive more member workouts by

making training fun, challenging and engaging for all fitness levels from novice through expert. “I think the social trend in functional fitness training in small groups will pick up pace in the next year. “In the last 12-18 months we have seen great advances in gym design and layout to incorporate functional training zones, bring innovative new kit into the limelight and use clever storage to allow even smaller gyms to accommodate functional fitness kit. The ‘weights corner’ is pretty much gone much to my relief and in its place are brightly lit, brilliantly kitted out functional fitness areas and, increasingly, dedicated flooring areas for small group sessions with PTs. “Functional fitness training will continue to be friendly, sociable and supported and that’s the way it should be.”

Trainer upgraded to give an efficient experience TRX has upgraded its flagship product – the TRX Suspension Trainer – to provide users with a more efficient experience. The new TRX comes with adjustable foot cradles, equipped with a hook and loop fastener strap and safety catch; allowing users to more accurately adjust the foot cradles to their specific shoe size and type. The rubber handles are also infused with antimicrobial solution to prevent germs from spreading in high use commercial environments, while also being

easy to clean. TRX president Paul Zadoff said: “The enhancements to the TRX Commercial Suspension Trainer were specifically driven by the desire to make the product even more efficient when training clients and more adaptable to the club environment. “The TRX Suspension Trainer has been one of the most popular products in gyms and health clubs worldwide for over a decade, so we knew the new functionality had to specifically make the commercial experience better for the end user.”

Bear Grylls and Oxygen Freejumping launch new programme BEAR Grylls and Oxygen Freejumping have teamed up to create an indoor functional fitness programme. The programme will feature a multistorey assault course to challenge users to practice the moves and techniques Bear uses in the wild. Over the next two years, the partnership will be seen throughout Oxygen’s growing chain, starting at the company’s Manchester site in Trafford Park, where construction is due to start in the next two months. Oxygen Freejumping CEO David Stalker said: “We are delighted with this partnership as we both share a

simple mission to empower people of all ages to get moving in a different way that anyone can try. “Our sites are more than just trampolining as they are centres for Freerunning, fitness programmes, aspiring gymnasts and of course huge numbers of people just looking to have fun at events, dodgeball leagues and Freejumping sessions. “This obstacle course concept is the logical next step and I can’t wait for all of our Freejumpers to get fit and try to overcome the same type of obstacles that Bear encounters in the wild.”

FUNCTIONAL FITNESS

Gyms battle it out for top award

Functional fitness helps TRIB3 achieve success

A BOUTIQUE studio in Sheffield is achieving success with its focus on functional fitness. Fitness entrepreneur Kevin Yates has been working with Escape Fitness to bring the concept of TRIB3 to life; creating a dedicated bootcamp gym, which combines a vibrant training environment with a big focus on the collective experience. Kevin called on Escape to deliver a training environment that inspired members to push harder and, in line with the TRIB3 ethos, “sweat as one.” The team recommended core pieces and functional training

equipment that would streamline workouts, including kettlebells, medicine balls and Octagon dumbbells. To fit in with the bespoke feel, Escape also created an entirely bespoke grapple stand-up boxing bag. Kevin said: “We’ve had unbelievable feedback; people who attend boutique studios around the country and in London say we’re up there with Barry’s. “That’s the best accolade you can achieve. On Facebook and other platforms, people post how good the workout and experience at TRIB3 is.”

SOME of the country’s top functional training facilities are preparing to battle it out over the next few weeks, with the prize of a National Fitness Award up for grabs. Clubs in Pontefract, Sheffield, North Shields, Chester, Birmingham and Gloucestershire have made the shortlist for Functional Training Gym of the Year, sponsored by Jordan Fitness, and will be visited by a member of the Workout team in the near future.

This gives them chance to showcase their facilities and impress the judges in the hope of being crowned the winner. The best functional gym in the country will be named at the awards’ ceremony on December 2 in Leicester where they will follow in the footsteps of past winners including The Strength and Conditioning Institute in Kent (pictured above) who were the proud recipients of the award last year. Escape Fitness has re-launched the popular ProActive Health brand as PROACTIVE; a range of no-frills functional training equipment for facilities with smaller budgets. The PROACTIVE range of essential functional fitness equipment includes dumbbells, kettlebells, plyosoft boxes and bumper plates with racking for neat storage. Escape’s Matt Januszek said: “We’re delighted to open this new area to our business and expand our offering to a broader market. PROACTIVE lets us engage with more clients and really fire up their passion for fitness.”

FUNCTIONAL FITNESS

Sporting duo team up for gym venture

By Christina Eccles A FORMER international athlete has teamed up with a professional footballer to open a new gym, which places functional training at the heart of its offering. Adam Daniel and Frank Raymond have opened life:lab in Chislehurst, which features two training rooms based on a science theme. Functional fitness sessions, which take place in the body:lab room utilising the Queenax functional training stations from Precor, are a huge component of the 3,000 sqft gym and consist of small group Tribe Team Training – TribeFit, TribeLife and HiiT – classes. The gym also features two other rooms; the energy:lab for personal training with expert coaches, and the mind:lab where workshops on behaviour changes and discussions on long-term actions are held. To enhance the Tribe Team Training experience, three Queenax functional training stations have been installed, including a corner unit and two bespoke One units which are wall mounted and augmented with storage and additional training accessories. The corner unit is situated in the personal training energy:lab room, while the bespoke single-station One

units are situated down opposite walls in the small group training body:lab room. Adam said: “For us Queenax adds value to life:lab and creates a visual statement. “The stations we have installed support both our body:lab (small group training) and energy:lab (personal training) offerings and give us the flexibility to utilise kit such as TRX and TRX Rip, while providing that “wow’ factor when potential members walk through the door. “We genuinely want to provide people with a training experience that brings fitness to life, which is member focused and service driven, and believe we have created the optimum training environment utilising cutting-edge technology to monitor and manage health. “We really want people to come to life:lab to enjoy their workouts and know they are doing everything they can to get the results they want to achieve.” Head of Precor UK Justin Smith added: “The founders of life:lab have concentrated on installing top quality equipment and holding workout sessions that are unique and flexible, and the Queenax units work perfectly for this high-end operation as they provide a wide range of training options.”

SUPPLEMENTATION AND NUTRITION

Graduates are first choice for new Buddle personal nutrition coach app A NEW personal nutrition coach app has recruited a team of Future Fit Training graduates to offer feedback and advice to its subscribers. The Buddle app puts users in touch with qualified nutrition coaches who analyse their food choices and give feedback and advice. People simply take a photo of their meals and snacks each day for their personal coach to review the following morning. The foods are graded ‘red’, ‘amber’ or ‘green’ giving consumers clear guidance on which foods should be avoided, which can be eaten in moderation and which are fine to enjoy regularly. At the end of each week, the coach also provides a weekly review and setting a clear focus and goals for the coming week. Head of school of nutrition at Future Fit Training Marie O’Shea said: “Buddle is a very clever app which gives people personal

SiS to fuel Liverpool FC feedback on their food choices and recommendations on how they can improve their diet to achieve their health and lifestyle goals. “We are only too pleased to introduce our graduates to the programme. Not only is their thorough training of great value to Buddle customers, but this additional personal coaching work with a variety of clients is proving to be a great experience for them too.”

SCIENCE in Sport has been named as the official sports nutrition partner to Liverpool Football Club for the 2016/2017 season. The club will work with SiS and their team of sports nutrition experts to create bespoke nutrition plans to fuel LFC’s world-class squads. Nutrition plans will be tailored for each player across Liverpool FC’s first team as well as the academy and ladies teams and will include a wide range of SiS products, from its SIS GO Isotonic Energy Gels to the SiS Protein range. Marketing director for SiS, Ashley

Read, said: “We’re excited about expanding into this partnership with Liverpool FC. “The club shares our awareness and focus on the importance of marginal gains and we look forward to supporting them with innovative sports nutrition solutions to meet their needs. “Working with the Liverpool Football Club team, we’ll develop and test a number of innovative products we have in our launch pipeline and have their feedback and insights support our product development for 2017.”

UFIT launches vanilla shake UFIT has announced the latest addition to its fast growing range of healthy, high protein drinks, with the launch of UFIT Vanilla 50g in a 500ml bottle. This adds to the company’s existing best sellers in the market, Strawberry and Chocolate, and quickly follows the launch of the UFIT Iced Latte. Marketing director Terry Adams said: “When we set up the brand two years ago, given our experience in the sports nutrition market with major brands we realised a gap in the market for a great tasting product, with high levels of protein, plus we

wanted to offer more by adding vitamins and fibre too. “The new vanilla was designed to taste like a high end ice cream. We are delighted with the taste and as importantly for the consumer, it represents – along with the entire UFIT range – one of the best value for money protein drinks in the market.” All UFIT flavours are available through Bodyshocker including the new Coffee 22g Iced Latte and the Vanilla 50g. For more information email Gio@bodyshocker.co.uk or visit www.bodyshocker.co.uk

SiS boosts Rio podium finishes SCIENCE in Sport fuelled more athletes than ever before to win 34 medals at the 2016 Rio Olympics, in Great Britain’s most successful overseas games to date. The victorious GB rowing team, Sir Bradley Wiggins, Mark Cavendish and Chris Froome were among the elite community who called upon the expertise of the sports

nutrition company to optimise their performance on the world stage. Marketing director Ashley Read said: “Science underpins everything we do and we are very proud to have played a role in fuelling the athletes to victory. “With athletes in mind, Science in Sport is commited to Informed Sport and supplying trusted products.”

Justin Musgrove, Julian Sturdy MP, Kevin Easley and Drew Brown at the opening

Healthy cafe bar opens at operator’s York site THE Bannatyne Group has launched its new healthy eating café bar concept, B-Fuelled, at its York health club. Following an £80,000 refurbishment, the café bar and kitchen areas of the York health club have been transformed with the installation of new food preparation equipment, furniture and new design features. All of the dishes are made to order, and of the 28 available, 24 contain less than 500 calories. Group head of food and beverage for the Bannatyne Group Drew Brown said: “York is the first B-Fuelled healthy café bar to launch and we’re really pleased with the result of the investment.

“We consulted our health club members and they overwhelmingly said they were interested in monitoring their nutrition intake to ensure they are eating healthily, so we have worked in conjunction with qualified nutritionists to create balanced meals using healthy and fresh ingredients. “Over the coming months, B-Fuelled will be closely monitored before making the decision to roll out the concept across more than 40 of our health clubs, and, along with the standard menu, they will also stock healthy snacks and beverages for members to take away from the likes of Pulsin, Beond, Kenetica, B-Fresh, Acti-Snack and Love Smoothies.”

UK FITNESS SCENE

Advertiser’s announcement

Offer members an innovative gym experience with eGym GYM members often have high standards and demand professional and modern equipment. To choose appropriate and innovative fitness equipment, it is important to observe specific developments and trends in the fitness market and take these aspects into consideration in the purchase process. eGym strength equipment is

underpinned by cutting-edge technology and is regularly updated. The electric motor, touch display, RFID technology, Internet connection and automatic equipment settings illustrate the new possibilities now available in the fitness sector. Their innovative design, development and premium

German craftsmanship make eGym exercise stations reliable and robust high-quality products. The company currently produces a range of 18 different exercise stations covering all major muscle groups and including integrated intelligent training software. From leg extensions to seated rowing and calf presses, the range spans the

full spectrum. eGym exercise stations are usually arranged in a circuit configuration but can also be supplied individually as “standalone” products. They add value to any training area and provide a wide range of benefits over and above effective workouts. Gyms with eGym exercise stations meet their members’ high demands.

ALL eGym exercise stations can be combined flexibly to create tailored solutions for each gym.

Key features include:

• Touchscreen: Each exercise station has a touch-operation screen which displays the optimal sequence of movements.

• Multiarticular adjustment points: The multiarticular design of the eGym exercise stations ensures ergonomic and orthopaedically correct training.

eGym’s 18 fully electronic stations have been developed according to the latest training science research and cover all the major muscle groups.

• Fast log-ons: RFID technology allows members to quickly and easily log on to each exercise station. • Automatic station settings: Following an initial adjustment, the exercise stations are set automatically. This is designed to prevent incorrect and potentially harmful seating positions.

• Electric motor: The integrated electric motor adjusts the training resistance dynamically and supports the use of different training methods on the exercise stations.

• Internet connection: All stations are connected to the Internet and automatically transmit all training data.

TECHNOLOGY AND INTERACTIVE MEMBERSHIP SOLUTIONS

Gym’s studio engagement increases with THE TRIP™ By Christina Eccles

A GYM in Elstree is benefiting from an increase in studio usage following the installation of interactive technology from Les Mills. Village Gym London Watford installed immersive cycle experience THE TRIP six months ago and since then has recorded almost 2,000 attendances to classes. National health and fitness manager, Village Urban Resorts, Tracy Sollitt said: “Since offering THE TRIP, the dedicated group cycle studio holds an average of 14 immersive classes a week, offering two sessions a day and more on busy days. “Additional indoor cycling sessions are also offered including Les Mills RPM and SPRINT, so members can enjoy the full spectrum and this mix has certainly elevated the

standard of this amazing studio. “THE TRIP doesn’t just appeal to people who love group cycling, it attracts a whole new set of riders. “People who have never before experienced group exercise or have only done aqua classes are now signing up and then coming back because of the unique blend of immersive fitness and cutting-edge entertainment to keep members fully engaged. “We’re also seeing a marked increase in millennial members who are looking for an exciting and on-trend alternative to traditional fitness. Immersive sessions avoid the repetitiveness of ordinary cycle classes – our gymgoers love the variety THE TRIP offers and with Les Mills programmes refreshed every 90 days there’s no chance they’ll lose interest.” CEO at Les Mills UK Martin Franklin added: “Immersive

fitness is the future. We are in the entertainment business and are constantly drawing on technologies used by other industries to engage and inspire individuals. “THE TRIP combines all the excitement, visual stimulation and impressive surround sound from cinema, live concerts and gaming to create a unique workout experience which totally engages both body and mind. It sees riders enveloped in a fantasy world, placing them and their bike at the centre of an exciting cycle adventure. For 40 minutes, riders can explore a range of digital realms and really lose themselves. “Pioneering classes like THE TRIP prevent clubs from ‘ageing’, keeps them bang on trend and able to compete with the growing number of boutiques and popular small studios.”

App bids to reduce scheduling burden A NEW exercise referral app has been launched by software specialist ReferAll, enabling participants to book, cancel and amend their appointments online. The platform aims to reduce the scheduling burden for both staff and participants when booking, arranging and re-arranging appointments. Exercise Referral staff have the assurance of receiving a noti-

fication via the ReferAll dashboard when each appointment is made, cancelled or rearranged. One-to-one appointments are immediately made available for other patients to book, maximising staff time and reducing appointment down time. The app is straightforward to use with scheme participants receiving an SMS confirmation once the appointment is booked.

Commercial director Stuart Stokes said: “Many of our customers have expressed interest in solutions which address time consuming aspects of their jobs, such as booking appointments. “The Member App fulfills this concern as well as being mobile friendly and responsive on all platforms. It is easy to use and can be operated via a touch screen or using a mouse.”

EZFacility can manage your business DO you run a sports or fitness business? If your answer is yes, then you need EZFacility. You have an opportunity to join thousands of successful facilities around the globe who already use our all-in-one web-based software to manage their businesses. EZFacility can make a real difference to your business. With facility and trainer scheduling, employee management and customer facing tools such as membership management, pointof-sale, online booking and registration, all your technology solutions are covered – and more. The EZFacility difference means you don’t just get another front desk tool, you get to run a

successful sports or fitness business the EZ way. Our membership management product ensures a smooth process for checking-in, attendance tracking and recurring payments. EZFacility will aid you in managing and retaining current members while growing your client database simultaneously. Consolidate the management of your facility, employees and clients to streamline your business operations, delight your members and increase profits with EZFacility’s advanced management software solutions. For more information visit www.ezfacility.com

TECHNOLOGY AND INTERACTIVE MEMBERSHIP SOLUTIONS

Concentrate on running and growing your gym

App helps University sports department achieve success A UNIVERSITY sports department has been achieving success with an innovative app from Gladstone. The University of Portsmouth Department of Sport and Recreation signed up for Gladstone’s MobilePro smartphone app because it aligned with its key strategic aims of being able to engage with customers on a more interactive basis and allow them to access information and make bookings more easily. Sports duty supervisor Bryn Jones said: “We have been a Gladstone customer for nine years, and in addition to Plus2 membership management software, we use Connect for online booking, Join@Home for online joining, eyeQ for business intelligence, Business Process Manager for streamlining back-of-house admin and Kiosk self-service units across all three of our extensive sports facilities. “However, due to problems with our previous website provider, our customers often found it hard to access the information they needed. We felt that MobilePro could provide us with a flexible solution to this problem.” Since launching the app in September 2014, the facility has seen over 5,000 people downloading it – and staff are reaping the rewards. Bryn added: “We’ve seen both a dramatic boost in online transactions and a drastic drop-off in phone-call volume for bookings. “Roughly 80 per cent of class users now book via MobilePro. Given that

we offer 50 classes a week, this has greatly reduced the workload of our customer service advisors, allowing them to concentrate on other more important tasks. “Class booking is the most popular module, accounting for 64 per cent of app hits, with sports hall activities the second most popular, at 11 per cent. These figures show how easy the booking process is, which is vital to instilling customer confidence in the product. “But we don’t just use MobilePro as a booking app; it’s also an invaluable communication and marketing tool. According to Gladstone, we send more push notifications through the app than any of their other customers. We have used it to communicate time changes, class changes, emergency closures, charity events, competitions, competition winners and courses. Plus we always wish our members Merry Christmas on Christmas Day!” The reports and analysis feature of the app has also been extremely useful for the club and it has also helped to increase customer satisfaction. “The booking figures speak for themselves, and feedback shows that people are finding the information we share on the app useful, simple and easy to find. “We can now reach our customers directly rather than having to rely on them opening an email: it makes us part of their lives.”

DIRECT Debits allow you to concentrate on running – and growing – your business. Direct Debits provide you with greater control; once set up you can collect payments whenever they’re due without your customer having to do anything else, which in turn cuts administration time, improves cash flow and will save you money. Here at Debit Finance Collections, Direct Debits are our area of expertise – we do more than just collect your subscriptions. Our mission is to help you improve your relationships with your customers so that they stay longer. We understand that the CRM system is the oracle of every business, and to truly enjoy the benefits offered by Direct Debits a seamless process throughout the journey from the

acquisition of a new customer through to billing is crucial. That’s why we integrate with many of the leading industry CRM platforms. Our popular online payment portal, FastDD is easily integrated in with the leading industry CRM platforms. FastDD allows for Direct Debits to be set up quickly and simply via your website. The portal is also accessible 24 hours a day and automatic bank account verification reduces any problems on the first payment, thus making life easier for your members and helps streamline your business. You can leave us to collect your Direct Debits whilst you concentrate on running – and growing – your business. For more information visit www.debitfinance.co.uk

Adam challenges public to commit to exercise THE founder of a new virtual fitness event is challenging the public to take on the longest route in Britain – and make a long term commitment to exercise. The 1,083 mile UK John O’Groats Virtual Challenge, created by The Conqueror Event Series, is designed for runners, cyclists and walkers, who take part either individually or in teams. The challenge is available online as well as through the iPhone and Android apps. Both show participants advancing along a map from Land’s End to John O’Groats every time they go for a run, walk, swim or cycle, although any distance based exercise is accepted, even pogo-sticking and chasing Pokémon. Founder of The Conqueror Event Series, Adam EL-Agez, said: “People find it much more interesting and motivating to visualise their progress towards their real world fitness objectives on a map instead of on boring charts and data tables. “Taking on this longer term challenge is a step up from your typical 30 day fitness challenge and shows real commitment to achieving lasting gains from exercise.”

Challengers can log distances either manually via the app or by connecting a range of popular fitness apps such as Fitbit, Strava, RunKeeper and Map My Run/ Ride, with more services expected to be added. Depending on fitness level, exercise type and number of people in the team (up to 50), entrants can choose to complete the distance in a three, six, nine or 12 month time frame, making it fully accessible to all levels of fitness. Adam added: “It’s the perfect tool for people who are training for an event, wanting to set a personal goal or looking for a fun and interesting challenge with friends or colleagues.”

TECHNOLOGY AND INTERACTIVE MEMBERSHIP SOLUTIONS

Eight ways technology is changing the industry ... By Dave Wright

NEW technologies are designed to make our lives easier and frictionless. They allow us to pay for items with the tap of a card, or flash of a watch and provide the kind of meaningful insights and experiences that humans cannot compete with. There is no doubt that they have had an enormous impact across all aspects of our lives and now that flows into the fitness industry. Here are eight ways that technology is changing your industry: 1. Online lead generation Banners, letterbox drops, and newspaper advertising used to be the standard tools for a membership drive but, while those methods are still useful, social media has taken fitness marketing to a new level. Facebook pages, blogs, Twitter accounts and YouTube are powerful ways to connect with new clients and grow your fitness business. 2. Fitness instruction YouTube videos on your website and virtual personal training techniques offer new ways to deliver fitness instruction. Large operators and suppliers are also taking advantage of the web to train their

own instructors, allowing them to standardise their classes by updating new choreography and videos on web portals. 3. Community It’s well-known that social support encourages long-term exercise adherence, but social media has taken social support to a whole new level. Online fitness communities can help exercisers stick to their exercise goals, and point newbies to good sources of information. As well as being able to connect with their clients, communities of fitness professionals are also able to meet online and share resources. 4. 24-hour access While 24-hour gyms aren’t new, the phenomenal success of fitness franchises is largely enabled by technology, which allows members access to gyms outside of normal opening hours and monitored staff free facilities at certain times of the day. 5. The mobile app There are so many apps out there which encourage people to take more responsibility for their exercise and

nutrition behaviour. For personal trainers, this means you don’t have to be there for long cardio sessions. Apps allow personal training sessions to be spent on activities where technique and guidance are more important, such as weight sessions. Dave Wright Apps also provide that connectivity from the trainer and their client irrespective of their geographical location.

6. Wearable gadgets Wearables are the number one trend in the fitness industry according to the ACE 2016 top 20 trends. Sensor embedded sports gadgets are becoming the ultimate fitness tracker measuring activity levels and heart rate, these sports devices provide valuable data about a user’s progress. 7. Innovative fitness machinery Technology has taken the simple treadmill to a new level with surround sound, integrated television screens and heart rate monitoring, but more

technology is on its way.

8. Class booking We live in a busy world where customers don’t have the time to call up a busy reception of a club to book a class. Now CRM providers are providing members the ability to book their classes online or through an app so as to eliminate staff administration and member anxiety. One thing that technology cannot really replace is that human connectedness. So with tech on their side, clubs can just focus on providing the big three: that of providing a CLEAN, SAFE and FRIENDLY environment…. and then you can let technology do the rest! n Dave Wright is the CEO of CFM (Creative Fitness Marketing), CEO and creator of MYZONE, owner of the Feelgood Fitness and Voyage Fitness Club chains, a former board director of ukactive and founder of the IOU. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with over 5,000 health clubs across 30 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@myzone.org

TECHNOLOGY AND INTERACTIVE MEMBERSHIP SOLUTIONS

Life Fitness expands its offering LIFE Fitness has expanded its offering to fitness facilities by signing up Membr as its latest solutions partner. The innovative fitness management software connects the fitness industry with its members by allowing operators and PTs to support and manage their members effectively and efficiently. The partnership with Life Fitness enables a technical integration so once a member joins a gym using the Membr software, they automatically have accounts created with the equipment which allows fitness staff to track their clients and members. Membr.com offers two integral fitness products; an online personal training system for operators and PTs as well as a full membership customer relationship management (CRM) system. Membr software, which has been designed by fitness professionals for fitness professionals, allows operators

to drive membership sales and access efficient prospect and member referral systems. Members have the ability to connect wirelessly and seamlessly into the equipment from the Membr app and gain access to online exercise plans, book and pay for classes and PT sessions online, and track and log their health stats to monitor progress. Technology solutions manager EMEA for Life Fitness, Leon Rudge, said: “The addition of Membr to the Life Fitness Solutions Partner programme only helps to strengthen the Life Fitness offering. “We will continue to offer the complimentary LFconnect exerciser app but by partnering with exciting new digital solutions like Membr, we can reinvest our customer commitment back into producing world-class fitness equipment.” For more information visit www.lifefitness.com

PRODUCT AND INDUSTRY NEWS

More than 5,000 runners took to the scenic grounds of Windsor Great Park as the Windsor Running Festival returned for its third year. This year’s festival included the Boudavida Women’s 10K, and the Meridian Windsor Half Marathon, as well as The Glynn Shefford Memorial Run and Sprite Sprint. Race director Peter Hier said: “The breathtaking grounds of Windsor Great Park never fails to host a fantastic event and this year was no exception. “Participants and spectators alike have already been raving about the success of the weekend and I’d like to congratulate all the volunteers, onlookers and of course the runners themselves for contributing to such an exhilarating event.”

CFM Memberdrive and gym work together to keep community active OVER 15 years and 5,000 members later, CFM Memberdrive and Physicals Fitness Club in Woodford Green are working together to help get the local community more active. CFM Memberdrive has been working with health clubs all over the world since 1990, helping to drive hard to reach, de-conditioned members through their doors. Director Neil Withington said: “We decided to work with CFM Memberdrive many years ago for a few reasons. “Firstly the awareness a campaign brings, the income it generates, but more importantly the members it brings to our club.” Through a Memberdrive campaign several years ago, Ken Leach, now 77, became a member of Physicals Fitness Club and is still exercising on a regular basis. Ken added: “The gym is something I’ve always thought about but I have never done.” This is a thought shared by many people like Ken all around the UK

who know that regular exercise is important but have never taken action on those thoughts. Director at CFM Memberdrive, Dean Godfrey, added: “It usually takes around eight to 10 forms of different marketing methods to get somebody like Ken to come down to a health club to enquire.” Around 63-68 per cent of the UK are still not exercising on a regular basis, which means there are so many people in each community that need to take action. But reaching these people using marketing in any form can be very expensive with no guarantee on a return, so it is something that most health clubs have to put to one side. Neil added: “We are excellent coaches, trainers and nutritionists but can find it hard sometimes to get new clients through the door, that’s why get CFM to promote our club on a regular basis.” If you would like to know more about how your club can get those hard to reach members, then contact CFM

Special event hosted by specialist support group CONCORD Sports Centre has hosted a special event to help children suffering with a rare medical condition. The Lymphaletics saw 150 people from all over the UK travel to Sheffield to take part in activities including gymnastics, swimming, trampolining and athletics. Hosted by specialist support group,

The Children’s Lymphoedema Special Interest Group, the event brought together families affected by the little-known condition. This is the third time the Lymphaletics has taken place; offering children and their families the opportunity to interact with others affected by the condition.

Have you got a story for the WorkOut team? Please give us a call on 01226 734463 or email our editor Christina Eccles at ce@scriptmedia.co.uk

New range of fitness sound systems unveiled SOUND Dynamics are excited to bring you their new range of Beyond Acoustic fitness sound systems. The Black and Orange QW12 is a brilliant portable PA system, giving you 250w (500w max) of powerful sound. Its features include Bluetooth technology, allowing you to play your music wirelessly, along with an inbuilt microphone system, robust fitness headset and handheld microphone. The QW12 is ideal for indoor fitness and dance classes, spin studios and many other formats of indoor fitness. It also comes with wheels and a pull-up handle, making it great for instructors that are on the move. If you’re after something suitable for outdoors, we have the RX12 TITANIUM 100w (200w max) self-contained portable PA. This also benefits from Bluetooth and includes a fitness headset and two handheld microphones. The beauty of the RX12 is that it has an internal rechargeable battery and with its pull up handle and wheels, it becomes the perfect solution for bootcamp style sessions or outdoor events.

See these and more at www.sound-dynamics.co.uk For more information call 01773 828486 or email support@sound-dynamics.co.uk

Jez joins expanding Pure World Energy team PURE World Energy has expanded its team with the appointment of Jez Whitling as head of business development. In his new role, Jez is responsible for all business development including overseeing existing customers and accounts as well as identifying and developing new opportunities within the leisure, fitness, hospitality and education sectors. Jez brings with him over 25 years’ experience in the leisure sector. For the last 20 years he has worked for a number of high profile fitness equipment suppliers including Stairmaster and Precor UK. Most recently, he held the role of managing director of Intenza Fitness UK Ltd and was responsible for introducing the commercial fitness brand to the UK.

Jez Whitling

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Features in next month’s issue COMING up in the November issue, we have features on training and recruitment and indoor cycling and rowing, as well as a round up of all the action from Leisure Industry Week 2016. If you’d like to contribute a story to any upcoming features or advertise a product or service to our readers, get in touch – we’d love to hear from you. So if you’ve opened a new indoor cycling studio, recruited a new member of staff or spotted something

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at LIW you think we should be including, what are you waiting for? Let us know more and your news could appear in next month’s Workout.

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