September 2016
The UK’s No 1 fitness industry magazine
Challenge attracts global entrants
Industry should offer support to new exercisers By Olivia Taylor
UNREALISTIC expectations can lead to new exercisers giving up on their fitness journeys, according to one personal trainer, who believes the industry should be offering more support. Harrogate PT Shaun Hallett thinks some gyms are missing a trick when it come to providing their members with the tools they need to better their lifestyles. He said: “My personal take on this is that people don’t fully commit to the habit of exercise/training because they often don’t experience that progress. “This can be because they start with unrealistic expectations, do not receive suitably informed advice, or more often just do not have a plan that is personal to them. That’s where fitness professionals should play their part. “Our starting point is to talk to each prospective client about their habits, experiences, fears and expectations. It’s only by understanding the emotional perspective that sits behind people’s willingness, or unwillingness, to be active that you have a chance of shaping long term behaviour.” Sheffield gym owner Lizzie Markham agrees.
She added: “There have been so many occasions where I’ve been training in commercial gyms and there has been both male and females wandering around aimlessly trying to find someone to help them with a piece of equipment or how to execute a exercise properly. “If the obesity epidemic is going to improve we, as fitness professionals, need to be as supportive as possible to gymgoers, educate them and be there for them when they are unsure or lacking in confidence.” London bootcamp GB Active offers local residents the chance to train with top level athletes – and works hard to ensure participants want to return each week. Co-founder Patrick Jessell added: “The hardest part for us is always the initial push to get them coming for the first time. “We like to educate people on nutrition, and we always ask our clients what they’re looking to get out of their session. “The athletes that we work with are passionate about really trying to help people achieve their goals.” Q What do you think? Let us know how you support clients to achieve their goals and we could include your story in the next issue. Email ot@scriptmedia.co.uk with your comments.
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Top GB diver Tonia Couch is among those benefiting from industry schemes designed to help nurture the country’s sporting stars. Tonia is one of the athletes involved with Everyone Active’s Sporting Champions initiative, giving her free access to training facilities, funding and support. The scheme is just one example of operators doing their bit to get behind UK sport – from grassroots all the way up to elite level. Read the full story on page 6.
Leisure Industry Week issue
LEISURE provider LiveWire’s National Fitness Day challenge has gone global thanks to fitness fans from as far afield as America, Spain and Italy. The 1m rep challenge has now been completed by people in Hawaii, California, Majorca, The Vatican and even at the top of Mount Vesuvius in Italy. The epic challenge, which raises money for St Rocco’s Hospice in Warrington, asks people to play their part in completing 1m reps of squats, press-ups and burpees and post short videos to social media using the hashtag #1milrepchallenge and nominate friends to join in. There will be a final push to reach the total on National Fitness Day – September 7 – with a group repathon at Orford Jubilee Neighbourhood Hub. Senior LiveWire advisor for fitness Jake Smith said: “It’s fantastic that the one million rep challenge is proving so popular and has caught the attention of people across two different continents.”
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Ricky and Katie to host must-attend accolades By Christina Eccles THE 2016 National Fitness Awards are shaping up to be a must-attend event in the industry calendar after Ricky Hatton and Katie BulmerCooke were announced as this year’s hosts. The boxing legend and award winning personal trainer are teaming up for the awards on Friday December 2, when clubs from all around the country will be celebrating their achievements at a glittering ceremony at the Athena in Leicester. Gyms who have entered are anxiously waiting to see if they have made the shortlist, which will be announced in the next issue, and Katie told Workout she is looking forward to meeting and congratulating finalists on the big night. Katie said: “[Last year] the night itself was brilliant. I’ve been to lots of awards shows and you would have to go a long way to beat the National Fitness Awards. “The atmosphere was brilliant and
the venue was fantastic. I’m really excited to be a part of it again. “I’m also looking forward to hearing about the winners and finalists. Even if you don’t win, to be shortlisted for such a prestigious awards is massive in itself.” Sponsored by ServiceSport, the NFAs recognise excellence and achievement from all across the industry. And with over 20 trophies up for grabs, there’s something for operators of all shapes and sizes. Ricky added: “I’m really looking forward to returning as co-host of this year’s National Fitness Awards. “The event is a great way of bringing everyone together to celebrate achievements from across the fitness industry; there’s so many people that work so hard throughout the year and I’m sure the judging panel will have a tough job ahead of them choosing their winners. “It’s a fantastic event to be a part of and it definitely promises to be a good night!” The pair will also be speaking at The National Fitness Conference,
Katie Bulmer-Cooke and Ricky Hatton will present this year’s National Fitness Awards. sponsored by Harlands Group, which takes place ahead of the awards at Leicester Tigers Stadium, and Katie added that she’s thrilled to have the chance to share the stage with Ricky.
Eight world champions crowned at event EIGHT new world champions have been crowned at the World Pole Sports Championships, held at London’s Crystal Palace Sports Centre. The event attracted over 150 elite pole competitors from 30 countries,
with the aim of demonstrating that Pole Sport is for all ages and underlining the International Pole Sports Federation’s continuing efforts to engage with the IOC to have Pole Sports recognised as an Olympic discipline.
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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She added: “I’m really excited to be working with Ricky. I’ve been a big fan of his for a long time, so not just to meet him, but to work with him will be amazing.” Advertising
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Studio causes a stir by tapping into industry’s biggest trends By Christina Eccles A STUDIO in Ealing is causing a stir with its pay-as you-go classes which tap in to some of the industry’s biggest trends. Fitness fans at Tribeca Studios can join in with a range of sessions from RideRhythm – cycling mixed with weights – to dance fitness class Diva, Strong by Zumba and classics such as Yoga, without having to pay for monthly membership or be tied into a contract. Founder Hayley Balls explained: “I’ve been an instructor for 10 years and taught in London and internationally. As an instructor and as a customer, I always hoped to find somewhere to go where you could get wicked classes. “In its essence, the idea was that people who just want to do classes can go somewhere with the best instructors and sessions and just pop in.” The studio opened in January and is already going down well with the local community – from residents coming to try out Mums and Bubs Yoga to commuters calling in for a class on their way to or from work. Local businesses and sports teams have also been encouraged to come down and try out the facilities and a special offer for new customers,
Tribeca Studios in Ealing offers a range of pay-as-you-go classes. which allows them two weeks’ free Although the studio only opened access when purchasing a package in January, it’s already on the radar of classes is also proving popular; of some of the capital’s fitness allowing them to participate in as influencers, with visits from Made much as they want and then use their in Chelsea cast members and paid for sessions on the sessions they professional rugby team Ealing like best. Trailfinders who have been enjoying Hayley added: “This gives that Pilates classes. person the opportunity to try all of Hayley added: “We’ve been getting the classes and people have been some really good publicity. If you really willing to try something new. deliver great classes, people want to I’ve been nicely surprised at how talk about it. It’s nice that the word is much people are willing to try getting out. We’ve got something that things.” makes people happy.”
Steve Newell has joined Wattbike as sales director; highlighting the company’s intention to grow the brand both at home and across international markets. Steve joins following four years as business development manager, EMEA at Life Fitness. Previous to this, he worked in sales roles for Technogym, Keiser and MYZONE. Steve said: “This is a really exciting opportunity for me. Wattbike has a solid reputation as the provider of the world’s most advanced indoor bike. I’m really looking forward to getting involved and using my experience to grow the brand’s reach across our home and international markets.” Steve’s introduction will see the Wattbike team slightly restructured. Richard Baker, currently commercial and sales director, will become more focused on product growth in the consumer market and exploring wider, global growth opportunities.
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Innovative schemes help sporting stars from grassroots to the top By Christina Eccles INNOVATIVE schemes in gyms around the country are helping some of our brightest sporting stars from grassroots level all the way to the top. From independent gyms to local authorities, clubs of all shapes and sizes are doing their bit to support current Olympians and Paralympians, future medal hopes and those just starting out on their sporting journeys to ensure they have the tools and training facilities they need to become the best. One successful scheme is Everyone Active’s Sporting Champions, which supports athletes including Olympic champion gymnast Max Whitlock and diver Tonia Couch, as well as up and coming stars in a range of sports who are looking for success at the Games in 2020 and beyond. The scheme offers three tiers of sponsorship – gold, silver and bronze – which provides the athletes with access to Everyone Active leisure centres, plus other benefits such as funding for training and competition costs, depending on their level of sponsorship. Everyone Active regional director for the south east Duncan Jefford told Workout that after becoming the first leisure operator to get the
Inspire Mark following London 2012 for its Olympic Legacy of engaging young children in sport, the company wanted to step up that support even further. He explained: “We wanted to look at how we could develop the next level of athletes going forward. “It’s our way of putting money and support into grassroots sport and supporting and developing young talent.” Other operators committed to supporting local athletes include New Forest Health and Leisure, where those eligible can gain access to facilities through the Hampshire Talented Athlete Scheme. Independent gym owners Martin Shyvers and Alex Shoebridge are also doing their bit; sponsoring archer Tania Nadarajah as she competes in the upcoming Paralympic Games. The pair, who run award winning facility The Strength and Conditioning Institute in Tonbridge, have watched Tania progress in the sport and are now excited to see what she achieves in Rio. Alex added: “We can so closely identify with Tania’s own experience of seeing your hobby transition into your profession, and become the passion that you live and breathe
Gymnast Max Whitlock is one of Everyone Active’s gold sponsored athletes. every day. more got involved, it would make “We’re so excited at the an enormous difference to the next opportunity to work with Tania to generation. spread the message that you can He added: “Sport can be supported achieve anything you set your mind so much across the whole of our to – and we can’t wait to see what sector; anything from a small gym she achieves in Rio.” around the corner offering free When it comes to Everyone access to a local athlete. Active, the team sees this as a long “We’re not just doing this on a term commitment and Duncan short term basis. We have over 150 added that while some gyms are gyms, so it’s a real opportunity for already playing an important role us to give something back to local by offering these initiatives, if even communities.”
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Public health charity supports charge on added sugar drinks By Christina Eccles
Members and staff at a Wakefield gym have successfully taken on a mammoth weightlifting challenge. Participants at The Works Fitness aimed to lift the total weight of the Flying Scotsman – weighing 97,794kg – and as many carriages as possible, each of these weighting a further 48,000kg. Over the course of a day, the team managed to lift the weight of the train and a single carriage, with 2000kg to spare, and handed out prizes for the most weight lifted as percentage of that person’s body weight.
York gym gets £650,000 refurb A GYM in York has benefited from a £650,000 refurbishment to boost its equipment and facilities. Improvements at Bannatyne Health Club include the creation of a new functional training area, featuring an Omnia 8 Rig, plus the introduction of Water Rowers, WattBikes and SKILLMILL. The club has also upgraded its technological offering with the installation of MYZONE heart rate monitors
and the Bannatyne app, which allows members to keep track of their fitness progress, complete challenges on their smart phone and book classes. General manager at Bannatyne York Kevin Easley said: “The new gym floor at Bannatyne Health Club York is fantastic. Our members will certainly feel and see the benefits from the state of the art equipment, which will help them to reach their fitness goals more effectively.”
A LEADING national public health charity has backed a move by Sheffield City Trust to introduce a charge on unhealthy fizzy drinks in its leisure centres. The UK Health Forum has welcomed the decision made by the charity to add 20p to the cost of all drinks with added sugar sold at cafes and vending machines in its 11 SIV leisure facilities. Every penny raised contributes to the organisation’s Health Fund which will invest in obesity and type two diabetes prevention programmes for young people, with SIV pledging a minimum of £25,000 to the initiative. Director of policy and global health at the UK Health Forum Dr Modi Mwatsama said: “All age groups in the UK are consuming too much sugar and sugary drinks are the biggest source of sugar in our diets, especially among children and young people. “Our consumption of sugary drinks is contributing to the excess levels of overweight, obesity and tooth decay in the population. “Taxes on sugary drinks have been identified as one of the most effective
and cost-effective interventions to reduce consumption of sugar and tackle associated conditions such as obesity. The UK Health Forum therefore welcomes this decision by the Sheffield City Trust to add a 20p charge to all drinks with added sugar which are sold at its facilities.” SIV is part of the not-for-profit SCT whose primary objective is to improve the health and wellbeing of Sheffield people by providing facilities for sport and leisure activities. Healthy partnerships manager for SIV Rob Womack added: “We are excited to have led the way in making this bold move and hope others will follow in our footsteps. “Since introducing the initiative, we have received lots of positive feedback from customers and partners and we are delighted to have the support of such a high profile national public health charity, the UK Health Forum. “We are now starting to identify ways in which we can use the money raised through the charge and will be hoping to introduce the first obesity and diabetes prevention programmes early next year with the aim of further improving the health and wellbeing of Sheffield people.”
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Advertiser’s announcement
A workout with heritage ... AFTER 25 years of continuous development, with a dedicated team of researchers and scientists now in its squad, it is undeniable that BODYPUMP™, the fuel that spread the Les Mills fire across the globe, will continue to evolve and endeavor to give revolutionary workouts for years to come. BODYPUMP has been challenging muscles for decades. From its humble beginnings as a dumbbell class in a basement gym, to the biggest fitness class in clubs around the world, this is the BODYPUMP story. While some are born into families of businessmen, craftsmen or even fishermen, BODYPUMP was born into a family of athletes. The Mills family had athletic blood pumping through their veins long before the creation of the first “Les Mills World of Fitness”. Phillip Mills is the second generation to drive the family business and he believes authenticity is the reason BODYPUMP became so popular so fast. When Phillip’s father, Les Mills, opened the first ‘Les Mills World of Fitness’ gym in Auckland in 1968, most of its members were athletes. With Les competing in four Olympics between 1958 and 1972, and Phillip representing New Zealand for ten years in track and field – it is no surprise that much of their community was from a sporting background. Long before the creation of BODYPUMP, when fitness for the masses involved a lot of aerobics and tae-bo, the Les Mills family and its gym, were weight training. It was this athletic style, in an environment full of elite athletes, that people seemed drawn to. Soon a simple, but popular, dumbbell class was offered within the gym. “People loved group fitness but wanted something more athletic than the stereotypical ‘leotards and legwarmers’ classes” Phillip Mills The benefits of strength training on fitness and functionality
Participants soon realised that weight training in a group environment accompanied by great music, and led by a motivating coach, was more fun than a traditional weights workout. With so much goodness packed into one class BODYPUMP quickly shot into the international fitness stratosphere. Now BODYPUMP can be found in more than 15,000 health clubs around the world. Read the full story at: www. lesmills.com/uk/knowledge/ newsfeed/history-of-bodypump/ This January Les Mills will launch their 100th BODYPUMP release. That’s 25 years of BODYPUMP classes across the globe. BECOME A BODYPUMP INSTRUCTOR Les Mills is currently running training to recruit certified BODYPUMP instructors. As one of Les Mills’ biggest programmes, the demand for instructors is high across the UK. Find out how to book a place at www.lesmills.com/become-aninstructor-uk
BODYPUMP TRAINING DATES meant the class quickly became so popular that the amount of dumbbells needed made the whole thing almost unfeasible. This issue created the first step that took a simple dumbbell class towards the global phenomenon that is BODYPUMP today. With his wife Jackie, also a former New Zealand athlete and gymnast, Phillip created a group barbell class as a more efficient system to deliver all the benefits of strength training. BODYPUMP for every body It was also during this time that feminism was taking off in New Zealand. Women were chasing strength and empowerment not only metaphorically, but physically as well.
“We wanted to break the stigma that women couldn’t, or shouldn’t, weight train”. Dr Jackie Mills Jackie knew weight training was perceived as ‘masculine’ exercise that created large, bulky, muscular bodies. She had been incorporating weight training into her exercise throughout her gymnastic career and knew that the right type of strength training could create a strong lean body. Championing “strong is the new skinny” well before its time, Jackie and Phillip emphasised the gains involved in strength training; from cardiovascular health to joint functionality to hormone responses.
Sept 17 & 18 – Milton Keynes Sept 24 & 25 – London Sept 24 & 25 – Stockport Oct 8 & 9 – Dublin Oct 8 & 9 – Aberdeen Oct 8 & 9 – Loughborough Oct 15 & 16 – Swindon Oct 15 & 16 – Huddersfield Oct 22 & 23 – Liverpool Oct 29 & 30 – London Nov 5 & 6 – Bury St Edmunds Nov 5 & 6 – Edinburgh Nov 5 & 6 – London
Sign up for training to be a LES MILLS BODYPUMP coach at www.lesmills.com/become-an-instructor-uk or find out how your club can get involved at www.bodypump.com
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Wattbike provides a cost effective solution BOUTIQUE studios have transformed how consumers approach fitness, offering a destination for exercise that’s motivational, cathartic and inspiring; all the benefits that come from working in a group setting. Wattbike has been working closely with operators and independent studios to provide a cost effective solution and find the best fit for each. Helping them bring Wattbike ‘Zones’ and small group training out of the studio and onto the gym floor or individualising their boutique space. As early adopters, David Lloyd has been using the Wattbike across their portfolio in a number of ways, experimenting to find the best fit in each facility. In June last year, they opened their first Wattbike Zone offering workshops, testing and virtual classes.
Michelle Dand, group health and fitness manager at David Lloyd, said: “All of our Wattbikes are on the gym floor, some have their own Zones and some have been mixed in with other equipment to form ‘Performance Zone’ areas as part of our gym innovation programme.” “We run live workshops in these Zones that create a great atmosphere on the gym floor, and this works to increase the interest from other members observing. “Outside of these sessions there are always people using the bikes. From the cycle enthusiasts to the triathletes, to just normal men, women and teenagers; the beauty of the Wattbike is that it can be used for all ages and abilities.” To find out how Wattbike zones can motivate your members and keep them coming back for more, visit Wattbike at Leisure Industry Week – stand F45 – from September 20-21.
Netball class keeps home’s residents fit AN Ayrshire care home is offering a fitness activity for its residents, which aims to keep them physically active and provide social benefits. Each week a group of residents and staff from Bupa’s Claremont care home take part in a walking netball class at the John Pollock Centre and are reaping the benefits of being more active and socialising with each other. The class has proved to be
therapeutic for the residents, particularly those with limited mobility, and also encourages them to get out and about and socialise with one another. Home manager Carol Barr said: “Initially, we weren’t sure how popular the new class would be with our residents, but everyone is really enjoying themselves and they can’t wait to return each week.”
Peter Rogerson with the team taking part in the charity cycling event.
Club supports cycle challenge BANNATYNE health club in Dumfries is supporting one of its members in a 1,000-mile charity cycling challenge. Peter Rogerson, who has been a member for more than 10 years, is taking part in a cycling expedition from Lands End to John O’Groats. Peter is part of a team of eight who will be completing the journey over nine days in aid of Cancer Research UK and Cystic Fibrosis Trust. And with less than three months to prepare, he is undergoing an
extensive fitness regime. He said: “The Bannatyne health club has been fantastic in helping me to prepare for the challenge ahead, the RPM cycling classes have been an invaluable part of my training. “I was asked to join the expedition when someone was unable to go and I cannot thank the team enough for bringing me on board. “It is very much a team effort and we will all be spurring each other on throughout the journey.”
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Welcome to WorkOut Weigh In – it’s your chance to have your say and share your views on industry issues. You can email us at ce@scriptmedia.co.uk or you can message us on Facebook or Twitter.
This month’s top Tweets...
Picture of the month
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Baroness Tanni Grey-Thompson has kicked off the countdown to National Fitness Day by launching a social media campaign celebrating the power of fitness. She launched the #Fitness2me campaign live on Sky News, asking people to write down what fitness means to them and share a picture holding the paper on Twitter under the hashtags #FitnessDay and #Fitness2me. National Fitness Day takes place on Wednesday September 7, where the whole nation will be encouraged to get active with a range of activities taking place around the country.
Editor’s Comment IT’S our busiest time of the year here at Workout HQ as we prepare for National Fitness Awards’ judging and a visit to LIW. As this issue goes to print, we’re working our way through the hundreds of entries we’ve received for this year’s NFAs – and it’s not a job we take lightly. This year, as ever, we’ve received nominations of the highest quality from gyms all over the country; proving that the health and fitness industry is booming in so many of your communities. It’s a tall order narrowing it down to a shortlist, but it’s a process we really enjoy as it gives us the chance to hear more about how many of you are really making a difference and the pride and passion you have in your clubs. Once we’ve picked our finalists, we’ll be contacting you all to let you know the good news, and then we’ll be heading out on the road again; covering thousands of miles to visit shortlisted gyms and see first hand why you think you should be picking
up a trophy in December. Speaking of the awards’ night, we’re thrilled to have Katie and Ricky returning as our hosts for this year. Katie wowed the crowds last year, as did Ricky in 2014, so we’re looking forward to working with them both again on the awards and our National Fitness Conference where they are among our top speaker line up. We’ll be releasing ticket details for the NFAs very soon and conference tickets are on sale now, so get Friday December 2 in your diaries as it’s shaping up to be one of the biggest dates in the fitness industry calendar. As well as working hard on our event plans, we’re also looking forward to exhibiting at LIW later this month. If you’re going to the show, come and say hi, and turn to page 50 for our event preview where we’ll be revealing what to watch out for at the show this year. Good luck and thank you to everyone who has entered the NFAs this year and we’ll see many of you at LIW in a few weeks’ time! Q Later this month, I‘m also taking
Christina Eccles on the challenge of a marathon night walk around London in aid of Cancer Research UK. As part of a team of fitness writers, supported by foot care specialists Sole, we’ll be tackling the Shine Walk, with the aim of raising as much money as possible for the charity. Look out for updates on social media and the full story coming soon in Workout.
This month’s hot topic:
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!
What do you think of the educational opportunities currently available to fitness professionals? Are there too many courses out there or would you like to see more variety? Do you think the balance could be better between theory and exams and the ‘soft skills’ needed to also become a successful PT? Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.
Follow us on Twitter @WorkOutUK or contact us on Facebook at www.facebook.com/workoutmagazine
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New fitness training at Champneys MEMBERS and guests at Champneys Henlow can now enjoy small group training sessions – including HIIT classes – thanks to the installation of a Matrix Connexus into a previously redundant space. The luxury health spa in Bedfordshire recently re-located the gym to a larger more functional studio, leaving behind an empty gym space. Not wanting to waste this, the fitness team chose to install a freestanding Connexus unit – allowing them to introduce specific training classes to the gym without disturbing the existing timetable. The unit has multiple adjustable attachment points and can accommodate up to six members working together in a class, or independently. Fitness and wellbeing director for Champneys Group Louise Day said: “When we relocated the gym we struggled to best utilise the space that was left. “Matrix recommended Connexus, which has given us the opportunity to introduce a completely new concept to the studio timetable. “It’s so versatile with the different attachments that we can create many different exercises in a relatively small area. The space now enhances the choice of classes we can offer and our members are delighted with it.”
Showcase gives operators chance to gain inspiration By Christina Eccles FORWARD thinking operators were given the chance to gain new inspiration for their clubs at a Matrix Fitness showcase in Staffordshire. The event at Sir Stanley Matthews Sports Centre in Stoke-on-Trent saw fitness presenter Steve Barrett demonstrate some of the company’s latest offerings including the S-Drive, IC7 Indoor Cycle and In-Trinity Board. Steve and other experts from Matrix were also on hand to explain more about each piece of kit and answer any questions, while attendees – who included fitness professionals from clubs across the sector and media representatives – could also try out them first hand. Steve said: “[At the event] we ended up with a group of people who were really interested in the products and we got to spend quality time with them. It’s a really relaxed way to do things. “It sums up the Matrix attitude; they really like to understand their customers.” According to Matrix Fitness’ director of strategic marketing for EMEA and UK Gemma Bonnett, offering events such as experience days and The Matrix International
Workout’s Dan Lloyd and presenter Steve Barrett trying out the S-Drive from Matrix. Show provides an ideal way for the company to support clubs and spend time with customers. She added: “Of course, as well as just staying in touch with customers and talking to them, people often forget that the most effective way is to have a conversation. “Attendees benefit by seeing new
solutions, not just product. They can also build trust in a brand and the relationship can be created and developed. You can have the best product in the world, but unless people understand it and it resonates with the purchaser and end user, it is not easy to get moving. “Events are productive because unless customers touch, feel and play with products, they will not have an awareness of if an offering is right for their business.” With products like In-Trinity and S-Drive, events also help to get the message out that they can benefit different types of member from elite level to those just starting out in fitness, as well as showcase how they can fit into a wider gym environment and work in a multi-purpose space; something which Steve has noticed as a key trend. He added: “If you designate a space and that kit is screwed down, then it’s that for 24/7. If you have a space for things you can ‘roll in, roll out’, suddenly you have a universal space. “CrossFit facilities are good at repurposing space very quickly and that’s what mainstream gyms are latching on to. They’re suddenly realising that space is their biggest asset.”
16 questions to ask yourself about your gym’s marketing By Duncan Green I WANT to show you a great way to highlight some instant ways for you to bring in more members and grow your fitness club. These are the questions that I ask my clients – and my experience has been that if you are willing to spend a few minutes giving them serious thought, the results can be quite profound. You should be aware that each question you answer ‘no’ to probably means that you are losing out on untapped income and profits: 1. Can you and your team name three things that set you apart from the competition? 2. Do you communicate the benefits of your product or service in all of your promotional literature, videos, websites, letters etc.? 3. Are your marketing messages based on the principles of direct response ads that compel the reader to contact you – or are they mundane like all the competition? 4. When you speak to a potential new member, do you use words that set you apart from the rest and immediately capture the customer’s attention? 5. Have you tested Facebook
advertising campaigns to attract specific audiences? 6. Do you send regular email communications and quarterly online newsletters to your customers and prospective customers? 7. How much time each year do your key team members spend learning leading edge sales skills? 8. Do you have an excellent lead generation process in place? 9. Do you obtain and use testimonials from your best customers? 10. Do you have excellent ongoing referrals systems in place? 11. Do you offer something of value to your website visitors in exchange for their contact details? 12. Do you know the most important piece of marketing information there is – your clients’ birthdays! 13. Do your team understand that the best way to sell is to ask questions? 14. Do you take amazing care of your current customers? 15. Do you use just one or two ways of marketing to promote your business? Do you know why you should be using between six and 10? 16. Do you realise that your competitors probably answered ‘no’ to even more questions than you did!
Duncan Green Pick just three of the above that are important to you and take some action today to improve those areas. Copy this article and come back to the checklist in the weeks and months ahead.
You can use it as a very good way of measuring your progress as you implement the marketing strategies that are going to make a difference. Q Duncan Green is director at Momentum BD.
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The Miss Galaxy Universe European Championships have taken place at the O2. Laura Pearson was crowned European and Supreme champion on the night after narrowly missing out on the British title earlier this year to Victoria Strelciunaite. CYBEX supported the fitness section of the show, which saw the girls compete in a range of disciplines designed to hit every part of the body. Show founder Sarah Donohue said: “The fitness tests carry 60 per cent of the overall score. Without fuelling the body with the correct foods and plenty of rest between training then winning isn’t possible, therefore our show is asking girls to make the right choice of eat healthily and not over training.” The team is now looking forward to the world championships, which take place in Leicester on November 5, with the fitness section of the show being held at Cybex HQ and the stage show at The Little Theatre.
Charities merge to create new leisure venture for the north By Christina Eccles
TWO long established leisure charities are merging to create a new venture for leisure in the north. North Country Leisure and Greenwich Leisure Limited, who have worked together for the past 15 months to improve services across leisure centres in Newcastle and Cumbria, are now developing their partnership formally. NCL which has operated as a wholly owned subsidiary of GLL since April 2015 will fully merge with GLL by the end of 2016, believing that centres and services will benefit from the advantages of being part of a larger organisation. The leisure contracts currently managed by NCL on behalf of local councils in Eden, South Lakeland, Copeland and Newcastle will merge with those already managed by GLL in Carlisle, Allerdale, Manchester and York to join GLL’s North Region. NCL customers will become part of a national network of more than 250 leisure centres and libraries, operated under GLL’s customer brand ‘Better’.
The NCL board chair Chris Roberts will continue as a member of the GLL North Board. He said: “I believe this merger will ensure a good future for leisure services in the contract areas in which NCL currently operates, ensuring long term investment in the facilities and staff and a continued high quality of service for the public.” Existing centre based staff will continue to deliver the services on the ground. Andy King, who heads up GLL’s north region, added: “We are delighted to welcome NCL into GLL. As GLL continues its growth throughout the north it brings with it many exciting opportunities for local communities to continue to access quality, affordable leisure provision and sporting activities. “Lots of investment is already beginning to take place across the facilities in Newcastle. In Cumbria, where we now manage leisure facilities for five out of the six local authorities, we have a unique opportunity to look at how we can effectively join leisure provision in Cumbria together and look at how we can simplify yet improve access to
facilities and healthy activity for residents across the county.” The merger will allow for future growth with more customers benefiting from access to leisure centres across the north, facility improvements and new activity programmes. New products will be introduced from GLL’s portfolio including Better Extreme, with an Extreme Trampoline Park already in progress in Newcastle, following the success of parks already in operation in Swindon and Barking. Over the next six months the Better brand and website will be phased in across current NCL centres, along with a new look leisure card. GLL managing director Mark Sesnan added: “Our merger with NCL and partnership with Newcastle City Council further expands and strengthens our regional network so more people can get active across our centres. “These are great times for sports and leisure in the North of England and we look forward to bringing the social and health benefits of our unique ethos to local communities long into the future.”
Powerhouse Fitness launches new brands POWERHOUSE Fitness has launched German designed fitness equipment brands Cardiostrong and Taurus to the UK market. Cardiostrong was founded by Powerhouse Fitness owners Sport-Tiedje and aims to make fitness training at home as enjoyable as possible. Taurus – also owned by SportTiedje – offers sport and fitness
equipment which lends itself well for commercial gym use, private leisure facilities and businesses. Powerhouse Fitness MD, Ken Reeve, said: “We’re excited to bring to market, these two elite brands that are sold exclusively through Powerhouse Fitness in the UK. The new award winning Cardiostrong and Taurus range offers durability and safety
even for intensive use and the highest quality standards are applied to all products. “It’s encouraging to know that professional athletes, leisure users, and sports scientists are integrated from an early stage in the development and design of both Cardiostrong and Taurus products to ensure they‘re fit for purpose whether you’re an athlete or a gym newcomer.”
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Gym marks its 40th birthday with fun and fitness event By Olivia Taylor
Impulse Leisure launches app to put customers in control IMPULSE Leisure is launching a new app to allow customers to book classes and activities, track their progress and get the latest offers all on the go. The Impulse Leisure App gives customers easy access to six Impulse Leisure centres: Chanctonbury, Lancing Manor and Southwick in West Sussex and Belhus Park, Blackshots and Corringham in Essex. Free to download for both the iPhone at the App Store and Android phones at the Play Store, the app
gives up-to-date information about the centres including the latest news, offers, events and competitions. Group operations manager Karl Hayes said: “We are delighted to launch our new app, which will improve the experience of our customers by allowing them to make bookings and track their progress while on the move. “It will also allow new customers to get a feel for our centres by taking a virtual tour, getting in touch with our team and soon, even joining online.”
Health club celebrates a decade of success A HEALTH club in North Somerset has celebrated its 10th anniversary with staff and customers. The Club and Spa at DoubleTree by Hilton, Cadbury House was founded in 1996 by local entrepreneur Nick Taplin and has become a leading
health club with over 4,000 members. Group general manager Jason Eaton said: “We’ve had an amazing 10 years and it has been fantastic to celebrate with staff and of course our members, many of whom have been with us from the very beginning.”
A SCOTTISH independent gym is standing the test of time – celebrating 40 successful years in the industry. Balbirnie Fitness Centre in Glenrothes was founded in 1976 as a predominantly muscle based gym, attracting strength training fans from across the area and producing powerlifting champions. Now 40 years later, the gym has over 1500 regular users, a hi-tech Precor fitness suite and an extensive class timetable. Managing director and owner Caroline Stewart said: “To start with it was a very old fashioned ‘spit and sawdust’ type of strength gym. “When I first came to work here 10 years ago it didn’t have showers and there were bars on the windows, but it was always still very popular.” The team at the gym pride themselves on having something for everyone, with specially designed classes and options for people who are recovering from illness and an area targeted specifically for strength training. Caroline added: “You see the big 18 stone strength guys helping the little
old ladies, showing them how to do the exercises correctly, it’s lovely. “Our oldest member is 89 and our youngest member is 12. All the classes are developed by the trainers. I like that because people love teaching the class, because it’s their own.” Caroline has been part of the gym since she was a teenager, going on to buy the facility 10 years ago. She added: “We excel at offering our members something on a one to one basis; we’ve got a good little community. When I first started here I used to change jobs every two years, now I can’t imagine not being here at the gym, I don’t know what I’d do.” To celebrate their 40th birthday, the gym team invited members of the public to the facility for a day of fitness and fun, offering the children face painting and the adults challenging competitions. Caroline added: “We had a day of events for the children with face painting and we had fitness and strength competitions for the older members. The centre was shown at its most diverse, the day was busy and fun-filled with a serious undercurrent of competition, rounded off at the local hotel with a super night out.”
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The National Fitness Conference will be held on December 2 at Leicester Tigers’ Welford Road Stadium.
Conference promises bigger exhibition and top speakers By Christina Eccles PLANS are progressing well for this year’s National Fitness Conference, where delegates will benefit from a bigger exhibition area, increased networking opportunities and a top speaker line up. Excited fitness professionals have already booked their tickets for the must attend event, which will be held on Friday December 2 at Leicester Tigers Stadium, following a successful debut at the National Space Centre last year. With a theme of Innovation and Inspiration: technology and trends to put your fitness business ahead of the game, the event, sponsored by Harlands Group, will include speaker presentations from top fitness experts Katie Bulmer-Cooke
and Dean Hodgkin and boxing legend Ricky Hatton. Delegates will also be able to enjoy a panel discussion on technology and trends, plus the chance to explore a dedicated exhibition space and network with exhibitors and other likeminded fitness professionals. Katie’s presentation will centre around social media and the importance of picking the right social networks for your demographic; focusing your attention and budget on those platforms where your customers are. She said: “I’m going to try and strip it back quite a lot. A lot of people are feeling quite overwhelmed by social media and feel they need to be on every platform. “There are new things coming through like Facebook Live,
which is being under utilised by the fitness industry. I’ll be focusing on which platforms will have a serious impact and the little hacks you can use.” Tickets for the conference can be purchased via the website www.nationalfitnessconference. co.uk and there are also limited exhibition stands available for industry suppliers who would like to be part of the day. Event organiser Lucy Dickinson added: “I just can’t wait for yet another inspiring day at this year’s National Fitness Conference. Tickets are already selling so pop over to our website to book your place. “We also have our last few exhibition stands available if you’re a supplier looking to promote your business, so get in touch for more details or to be involved.”
Wolverson Fitness returns to LIW PIONEERING functional strength and fitness equipment company Wolverson are exhibiting at LIW and offering attendees the chance to try out a range of new and exciting products. The exciting Assault Air Bike Challenge will be running over the course of the event. The fantastic HIIT training tool is driving the re-invention of the Air Bike across the world – come and try the bike that the best CrossFit athletes love to hate. Demonstrations of the GUN-eX condition system will also be running all day. The portable speed and power training tool is generating fans all over the world (Real Madrid and Barcelona FC included). Inventor Jan Marvan will be taking sessions, so be sure to drop by to pick up tips! Also on the stand will be the full range of BISON Power and Olympic lifting equipment, as
well as our long-standing range of specialist lifting bars such as the SWISS bar, camber bar, fat/axel bar, safety bars, trap/ deadlift bars, and many more. Last but not least, our growing range of UK manufactured and designed racks, rigs, soft shell
plyo boxes, kettlebells and storage systems, as well as our X-Fit functional flooring, will be on show. Be sure to visit Stand E100 to see our full range. If you have any questions email Jason@wolverson-fitness.com – see you there!
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UK FITNESS SCENE A Nottinghamshire day spa is making a name for itself in the fitness world, thanks to an exciting refurbishment, a national awards’ shortlisting and high end facilities which make it stand out from the crowd. Workout editor Christina Eccles took a look around.
Day spa offers much more than a gym PROMISING to deliver the experience of ‘a spa day, every day’, Eden Hall Day Spa can boast to its members that it is so much more than a gym. From a thermal spa suite and vitality pool to outdoor hot tubs and activities such as archery and cycling around the grounds – plus the well equipped gym and a popular class timetable – every need is catered for. And while it isn’t the cheapest club around – unlimited access membership costs £95 per month – it aims to offer great value for money. Senior gym and leisure manager Suzie Langton said: “Our mission when we started was to feel exclusive – that spa day, every day feeling – not just people on a conveyor belt coming through the doors. “Because our numbers are low, we get to know people well and can build up that rapport and personal touch with members. “I’ve worked in so many different gyms and you just don’t get that personal touch everywhere.” Traditionally Eden Hall was known for its spa, with the gym just used by day guests, but in 2014, Suzie was brought in with the task of opening it up to a wider audience by creating membership packages. Membership became available in July 2014 and in that first month, 75
had been sold – proving that local people had the appetite for this type of facility. Fast forward two years and the club has now reached a capped membership of 270 – with a waiting list – and now boasts over 55 classes a week including Fitsteps, Clubbercise and hula hooping. But although it could be a challenge balancing the needs of members with those of day guests, offering members’ only classes and earlier access into the facilities keeps everyone happy. Suzie added: “We’ve been a day spa since 2002, so we know the day spa business and what our guests want to see. “We also know how many members we can take. We don’t want to interrupt either experience so we keep the numbers low.” May 2015 also saw Eden Hall working with Cybex to deliver a big refurbishment in the gym, which has helped to further raise its profile, as did a shortlisting at last year’s National Fitness Awards. Suzie added: “Last year’s nomination was a real turning point to be recognised with some of the top clubs in the country. “We loved the awards so much last year. If we had won, it would have
The pool and studio at Eden Hall Day Spa in Nottinghamshire. been phenomenal, but it was more about being involved; being there celebrating with the rest of the clubs and getting that recognition. “For our members to see we have been recognised by industry professionals is a massive selling point.” Throughout this year, the focus has been on training and development, with staff being encouraged to put themselves forward if they would like to upskill in any area or gain a qualification in something new. Suzie has also entered the club again into this year’s NFAs and is hoping to make the finals for the second year running.
She added: “Now that our main project of full refurbishment is complete, my focus for the rest of this year is back on my team’s development and training. “My aim is to continue improving their skills and knowledge, introduce new and fresh training and class concepts to the gymnasium and studio which will not only benefit the team but our members as well, assisting to keep retention at its highest. “When the new year comes round we will be working with Cybex again to install a couple of new pieces of equipment for the gym – which I am looking forward to already!”
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With the promise of a great workout in less than half an hour, Twenty Four is proving popular with Virgin Active members. Christina Eccles found out why – and tried out a class at the operator’s Twickenham club.
The Twenty Four concept was developed by Ceri Hannan and introduced at clubs in South Africa before coming to the UK in 2014.
Twenty Four promises a great workout in under 30 minutes WHEN it comes to reasons why people don’t exercise, “I don’t have the time” has to be one of the top excuses. But with short, sharp, HIIT style workouts such as Twenty Four popping up on gym timetables around the country, fitting some sort of activity into even the busiest of days is becoming easier than ever. The Twenty Four concept was developed by one of Virgin Active’s product development managers Ceri Hannan and was originally introduced at clubs in South Africa before coming to the UK in 2014. Ceri originally based the class around the concept of 24 exercises in 24 minutes which would cover all the main primal movements; push, pull, bend, twist, squat lunge and gait/ move. All of the exercises would be body weight based with no equipment; providing an intense, effective workout with no frills. That idea has been wholly embraced by Virgin Active members,
Gillian Reeves according to national group exercise manager Gillian Reeves, who believes Twenty Four’s popularity is down to the class’ ability to deliver results – fast. She explained: “People are time poor these days generally and we were hearing from members that they wanted to lose body fat and tone
up but didn’t have hours to spend at the gym or in the studio. “A lot of our studio based classes were 45 or 60 minutes at the time so introducing a HIIT based 30 minute format filled a gap in our offering that we hoped would help the members achieve their goals.” Twenty Four is a signature class exclusive to Virgin Active, with the operator working with a DJ to produce a bespoke soundtrack which changes regularly throughout the year. Members also benefit from programme updates to keep them challenged and trainers attend content updates twice a year to make sure as a team they get participants where they want to be. Gillian added: “It’s come a long way since the first class based on 24 exercises in 24 minutes. Ceri put together a Tabata training protocol which means working as hard as you can for 20 seconds with 10 seconds rest eight times. “The primal movements are a
principle though that always stick; there is always a push based exercise, a pull exercise, a bend, twist, squat, lunge and move exercise. “We’ve then been able to respond to member and instructor feedback on the programming whilst creating new releases so we’ve included different protocols like accumulators and pyramids where the work to rest ratio varies which adds to maintaining the intensity of the class throughout the year.” The class also fits well into the wider Virgin Active timetable. Gillian added: “It’s a great complement to all the other classes we offer. Generally, members who come to Twenty Four also like to take part in our Grid classes, Body Pump or BURN 360 for strength and conditioning, and cycling classes such as The Pack. “It is a hugely popular class with members, we have on average 10,000 attendances to the classes each month, so it’s been going strong since we launched it here in 2014.”
‘A perfect way to kickstart a busy weekend’ OFTEN when you’re busy, it’s easy to let going to the gym slip way down your list of priorities. So at just half an hour long in total, this class appealed to me as an effective way to fit in a workout, without a huge time commitment. Scheduled on the timetable at Virgin Active Twickenham for 9am to 9.30am on a Saturday morning, I thought this would be the perfect way to kickstart a busy weekend in London – and I was right. The Twenty Four release I took part in was designed around four key sports – surfing, rugby, cycling and hockey – where we moved through a range of exercises intended to help participants improve their skills in these sports, get fitter and also have fun. Focusing on a short, sharp workout, each exercise – which included moves such as reverse lunges and sprints – was performed for 40 seconds followed by 20 seconds’
rest, with two rounds completed for each sport, plus a warm up and cool down. I really enjoyed this class and although I don’t specifically train for any of those four sports, that didn’t really matter. I could see how it would be really helpful for those who do, but it was also a good all round workout which
could benefit everybody, regardless of what their chosen sport or fitness level is. I also liked the fact there are different releases available, so it would be great to go back and try another one in the series to see how they compare. The Virgin Active timetable as a whole seems to be well thought out,
providing a good mix of different styles of classes, whatever you’re interested in, and I can see why this one fits in well. If there was a club closer to where I live, I’d definitely be considering membership – and would be a regular attendee at Twenty Four classes.
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Bodybuilding success for PT By Christina Eccles
Physical Company is setting a whole new challenge in the gym with the launch of the Urban Strength Bar. The 6ft blue bar brings together strength, flexibility and balance and can strengthen core muscle fibre which improves performance, reduces risk of injury and helps to tighten muscle tone. Physical Company managing director John Halls said: “We are committed to continually providing our customers with the most innovative pieces of kit on the market and the Urban Strength Bar is a perfect example of this.”
Ten acquires Little Venice Pilates TEN Health and Fitness has acquired Little Venice Pilates, adding to its portfolio of studios across the capital. The company is now looking to add value to the business by enhancing the class offering over time and extending class and treatment schedules to offer clients more of their preferred services at more convenient times. Ten Health and Fitness founder, Joanne Mathews, said: “We are delighted that we were able to
acquire this already established and community–based business. “It’s a fantastic West London location, it’s already popular in the community, it’s a fantastic space for exercise, treatment and injury rehab, and we have no plans to come charging in and start changing all the things its clients love about it. We are thrilled to have Ten come to Little Venice and look forward to expanding on the already fantastic offering built up by the past founders.”
A PERSONAL trainer who won his first bodybuilding competition after his girlfriend and training partner urged him to enter is now planning to use the experience to help others meet their health and fitness goals. Dave Prescott, who works at Impulse Leisure Blackshots in Grays, came first in the over 90kg bodybuilding class at the UKBFF Ultimate Beginners contest in Dartford. Fellow Impulse Leisure personal trainer Seamus Lacey coached Dave for 11 months in the run up to the show, with a gruelling regime which included hours of training each week, learning and practicing bodybuilding poses and maintaining a strict diet. Dave said: “I became serious about bodybuilding seven or eight years ago, but this was my first show. To be honest, I got pushed to enter by my girlfriend Amber and my training partner Seamus. “Each calorie was counted and tracked and we used different methods to get rid of stubborn fat. The training became much harder as we got closer to the event because I was in a constant calorie deficit.” The training put Dave into the best shape of his life, helping him to secure first place on the day, and his
Dave Prescott clients were keen to follow his journey and support him along the way. Now following his success, Dave plans to compete again in early 2018, and wants to pass on to others what he has learned. He added: “I’ve learned so much about health and nutrition over the last 11 months and will be implementing this into my clients’ programmes to help them reach their goals. I want to show people that anything is possible if you set your mind to it.”
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LIW Benchpress ‘throw’ competition: Beat the pro PLEASE come and visit Rubicon Sports at LIW on stand H40 on September 20 and 21 for the XPT Benchpress throw contest. The competition: Each competitor will be given three sets of three reps and the Median Power will be the recorded. The men will push 50kg and the women 25kg.
The power will be measured by a Tendo weightlifting analyser and all scores validated by Marian Gejdos, the Inventor of the Tendo. Demonstration and bench mark will be set by the pro, Brady Poppinga. Example: Set One: 750, 760, 745 (median 750) Set Two: 725, 800, 765 (median 765)
Set Three: 820, 695, 735 (median 735) Final Score: 750 Session times: Tuesday: 11.30am and 2.30pm Wednesday:-11.30am and 2.30pm Sign up on the day – maximum of eight competitors per session. Prize: Winner* 40 per cent off XPT, with many runner up prizes.
NB* The prize will be awarded to the person with the highest final score as long as that person comes within 10 per cent of the score of the pro Brady Poppinga. Terms and conditions apply and the competition is subject to change at any time at the discretion of Rubicon Sports Ltd.
Low cost gym to celebrate first year By Olivia Taylor A LOW cost gym in High Wycombe is gearing up to celebrate its first successful year in business. Gym Fit 4 Less has got off to a flying start and is already close to reaching its full membership capacity. Owner Michael Walker, who wanted to create a facility using the experience he gathered working for a variety of major operators, said: “I’ve been involved in the fitness industry for over 20 years and I’ve been procrastinating doing this for the last 10 years. I’ve always wanted to open my own gym.”
Since opening, the 24 hour gym has gained a wide variety of members, priding itself on having something for everyone and delivering an offering which includes a range of different intensity classes, weight management courses and a fully equipped fitness suite and weights area. Michael added: “Obviously it was quite a risk, because I’ve got a family to support but it’s paying off.” The club aims to break down the barriers to get everyone into the gym, with a ladies only gym and student and corporate memberships.
The facility also tries to work with the local community, getting involved with local charity events by offering prizes for local causes and live DJ nights to their members. Now following its success, the company is now giving other likeminded people the chance to get on board with a franchise offering. Michael said: “We want to build an affordable fitness brand, we want a mixture of people to get involved; bankers or people who want to invest money and personal trainers who want to have their own fitness facility.”
Gym Fit 4 Less in High Wycombe is close to reaching its full membership capacity.
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The club house at Tyne Rowing Club includes a fully functioning fitness space with free weights area and a rowing room.
Club house reaping rewards of upgrading its fitness offering By Olivia Taylor THE club house at a Newcastle rowing club is reaping the rewards of a £1.2m investment, which includes an upgrade to its fitness offering. Tyne Rowing Club has been transformed from a facility in a state of disrepair to a thriving fitness community with a range of different members. Vice captain of the club, Dave Higgins, said: “It’s uncomparable to where we had a few years ago. “Our membership has spiked over the past few months. We’re running two adult learn to row courses and two junior learn to row courses, and we’ve introduced close to 50 new rowing members to the club and sport. “We have a healthy mix of rowing and non-rowing members, and everyone is willing to lend a hand to develop the club and its facilities.” The club received grants from
The club house at Tyne Rowing Club. local businesses and sporting organisations, gaining enough money to rebuild the facility and add a range of fitness equipment. It now includes a fully functioning fitness space with a free weights area, a rowing room and physiotherapy and sports massage available on site.
Supplier MT3 provided the rowing club with an extensive range of kit such as power squat cages, free weights, dumbbells and kettlebells, as well as advising them on how to make the most of their new equipment and available space. Dave added: “Mark from MT3 has
been fantastic. We approached him a few months back after a project to replace our existing gym equipment had started. Items we had were old and not in suitable condition. So it was decided to get all new equipment in. “Mark came up and listened to our ideas and designs and suggested his own, giving his many years’ experience in the industry and what we wanted; in the limited space we had I think we have come up with the best layout/plan. “Mark has been involved through the whole process and was available on hand to install and give some guidance to the use of the machines installed. “Our members are impressed with the quality of the equipment purchased. It’s even managed to encourage these who avoided the gym space previously to give it a go to help them condition themselves to rowing and general fitness.”
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Tips for a functional and stylish gym locker room By Tom Brialey YOU’VE got your gym all planned out, from the unrivalled location to the expert staff and well maintained equipment. Whether it’s your first, fifth or 50th branch, realising your imagination can be a profoundly rewarding experience. But there are a couple of spaces that can be easily neglected along the way, and the gym locker room is a prime candidate. It’s understandable. After forking out staggering sums on state-of-theart fitness equipment, or even a 25m pool, it’s difficult to justify expense on spaces that generate no revenue. But locker areas are ignored at your peril. The changing room is where clients will get one of their first significant impressions of your business, and one of their last. It therefore plays a key role in winning them over long term, and can help you express what makes your gym better than the rest. To give you the best chance of building a jaw-dropping locker room without breaking the bank, we’ve put together our top 10 tips: Get Inspired: Get inspired before you begin. The ideal place to start is Pinterest, where a quick search for ‘gym locker room’ or ‘gym changing room’ will show you some of the most inspiring gym spaces around. Whether you’re taking notes on colour schemes, materials or layout, being exposed to top contemporary designs from around the world will help identify what works for you. Another option is to take a look at the locker rooms of favourite sports teams or stadiums. There won’t be much to learn about layout or function here, but recently renovated spaces can reveal the latest trends in materials and colours. Pick a theme: One increasingly common approach to gym design is to pick a theme right from the outset. 1Rebel gym, which recently opened locations in London to much hype, sought to make every class feel like a night out. Their spaces incorporate neon and theatrical lighting, black rooms and cinematic signage, supporting their mission and developing a fundamental design logic. Fundamentally, your theme should reflect your mission, rendering design decisions in every space a little more straightforward. Save the space: Locker rooms can be a budget drain, and if you’re passionate about fitness, it’s frustrating to burn money that could be used elsewhere. Fortunately, more gymgoers are avoiding them altogether. That means locker rooms can be minimised, which will save money for bigger and better things. Instead, offer your clients a variety
have linked wearing red to better performance’, while blue can improve perceptions of quality and trustworthiness. In the end, it’s up to you to pick your team colours, but knowing how it might affect clients is a useful trick.
of storage options. For example, try placing small compartment lockers in your reception area for those with phone, wallet, handbag or keys who would rather skip the changing rooms. And don’t force clients to enter gym areas through the locker room – not only will this decrease traffic but also make some users more comfortable.
Leave a message: Why go to a gym rather than workout at home? Clearly there’s a wider selection of weights, machines and classes, but there’s also motivation. Being around so many people striving towards strong, healthy bodies has its own effect. When building a gym, it’s rewarding to nurture this energy. One common method is to make the most of typography. The locker room is a great place for some motivational messages. Again, this is a chance to express your ethos without explaining it to each customer. It can also result in some impressive designs.
Layout the space: You need to provide flexibility inside the locker room as well as outside, and the room layout is the most powerful tool to accomplish this. Fill the room with a number of locker compartment sizes to satisfy the needs of different users. Allowing your clients to pick the right locker for them will ensure you’re using space more efficiently. Also, avoid placing benches exclusively around lockers; instead, scatter seating options throughout the space to reduce cramping. Privacy is also a major concern when it comes to locker room layout. Generally, it’s a good idea to incorporate sightline baffles, which can make modest gym users feel less exposed. However, a sectioned layout will reduce space efficiency and may even feel claustrophobic. The best advice is to design for your market: younger users usually prefer increased privacy, whereas older users tend not to be so bothered. If you’re unsure, a limited number of private changing booths is also an option. Light it up: If you’ve already followed our first tip and looked at some locker room designs, you’ll have noticed one thing: creative lighting has a big impact. Nike recently transformed a sparse Beijing art gallery into a space-age gym and studio space with little more than neon lights. Even better, with the right lights, it’s possible to save money on the cost of locker units and fittings. Simple units and materials that look cheap in poor conditions can be dressed up by statement lighting. Even if you opt for basic lighting, make sure the room is well lit. Good lighting ensures gymgoers can change and find belongings without hassle, but it also impacts perceptions of cleanliness. Research reveals that there’s little correlation between perceived cleanliness and actual cleanliness – lighting up messy areas can actually make a space feel cleaner. If possible, try to incorporate some natural light too; it’s proven to be beneficial to both our health and happiness. Materials matter: The materials you chose will influence how both your locker room and gym are perceived. Sadly, reactions to different materials have rarely been studied, but we know intuitively that natural textures like wood imbue a sense of
Tom Brialey warmth and comfort, while metals and synthetic materials suggest boldness or cleanliness. Try aligning your materials with your brand: metals might match the mentality of hardcore fitness fanatics, whereas woods and plastics may be more welcoming to newcomers. Of course, there are also the practicalities. Metal lockers are usually the cheapest and most versatile option. Plastics, on the other hand, are far better suited to swimming pool changing rooms and other wet or damp areas. The goal is to find the right combo between the appealing and the pragmatic. Your true colours: Strongly related to materials choices is the use of colour. In most cases, it’s enough to ensure your brand colours are used throughout the space. If you haven’t yet decided on brand colours, and you’re without the help of a designer, keep things simple: choose just one or two colours max. Fill out the rest with whites, blacks, greys or creams. It’s also worth considering the psychology of colour. Unlike materials, our impressions of colours have been well studied. A quick glance over any literature review will reveal that ‘studies on colour and athletic performance
Find the right locks: Which lock type to choose for your lockers will depend on how people use your gym, but there are some general words of advice. Firstly, it’s a good idea to allow users to pick their own locker on each visit. As mentioned, this means people can find the right solution for them. It also tends to result in people spreading out, making the best use of the available space. On your side, pay attention to the management features of your lockers: do they include master keys or replacement keys, and can the locks be replaced when keys are lost? Some units even come with replaceable lock barrels, which makes keeping locks secure much easier. Offer more: Perhaps you have an area to shave, apply makeup or dry hair, but is a sauna really necessary? When it comes to amenities, budgets are the real problem. But there are a few things everyone can do to offer more. Most importantly, spend some time in your locker room and talk to customers – heed their warnings and implement their suggestions. And be on the lookout for missing hooks, broken lockers or benches. If you can’t afford the steam room, win on the details. Offer quality soap, shaving foam or shampoo. Be sure the room is well ventilated for comfort and to reduce mirror fog. Make sure there’s a clock for those with somewhere to be. In the end, being responsive to the details can deliver a far more rewarding experience to your loyal customers than expensive luxuries. Q Tom Brialey is the owner of Action Storage Systems, a specialist supplier, installer and stockholder of storage systems to suit warehouses, stockrooms, stores, garment hanging and in addition markets a wide range of lockers for secure storage of personal effects.
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UK FITNESS SCENE A trend for top class fitness facilities in the education sector is benefiting both students looking to lead healthier lifestyles – and their surrounding communities. Christina Eccles found out more.
The Sir Stanley Matthews Sports Centre at Staffordshire University’s Stoke-on-Trent campus (left) and iGym at Imperial College, London (right).
High quality gym offering becomes a college and university must-have IN colleges and universities up and down the country, a high quality gym offering is the latest must-have on campus; suggesting students are shaking off their stereotypical image and swapping beer for barbells. One big success story is the Sir Stanley Matthews Sports Centre in Stoke-on-Trent where a partnership with Matrix Fitness has led to not only the development of a large, state-of-the-art facility boasting top of the range kit but also a new focus on healthy eating and wellbeing around campus. Officially launched in November last year, the redevelopment of the centre has revolutionised the fitness provision available to students – and locals – and is proving a big selling point for those thinking about studying at Staffordshire University. Head of sports development and active lifestyles, Jonathan Pace, said:
“Lots of people are leaving schools and colleges which have impressive facilities and expect universities to be a step up. “The centre not only sits at the forefront of fitness technology, but also provides a state-of-the-art facility for our students, staff and the local community. “We were always keen this was not just about a gym refurbishment. It’s about the health and wellbeing of the community. Anything we can do to promote that has got to be beneficial.” Director of special projects at Matrix Fitness, Doug Bell, added: “We recognise the student and staff experience is integral in the selection process of where people study and work. “Through that we have identified that the sport, leisure and wellbeing aspect of the education environment
“Lots of people are leaving schools and colleges which have impressive facilities and expect universities to be a step up.”
is very important in that process. “We want students and the wider community to have access to highend equipment in an inspirational facility and it’s fantastic to see how well received the new sports centre has been since it opened last year. “It’s only the beginning for this partnership and we have already benefitted from it here at Matrix – we now have access to the university’s excellent research and testing facilities to trial our new equipment launches.” Catering to a technologically savvy demographic keen to tap into the latest trends, university based gyms need to be mindful of this when selecting their equipment; choosing kit which is high quality and provides a user friendly experience. And over at Imperial College London, the team has got the balance just right with its offering. iGym, which opened last September, includes a wide range of kit and classes plus Pulse’s innovative PulseMove technology; allowing members to track their fitness on the go. Gym manager Danielle Clark added: “Everybody is attracted by the
technology. “It’s a very reasonable price for what we are offering and the outstanding equipment. “We’re a very close knit gym. We don’t have thousands of members so it’s very personal.” As well as helping them to get fitter, the club also aims to provide a space for students to get away from the stresses and strains of university life. Pulse’s director of education Neil Mosley added: “At Pulse we are passionate about creating a healthier and sustainable future through innovative fitness solutions and partnerships and see the education sector as a huge part of this. “We are currently working with a wide range of educational establishments to support their vision and needs, as we understand that having high quality facilities can make all the difference for a university or college. “This is particularly the case at a time when there is so much competition and rising fees. We want to enhance the student experience and support them to combat their academic challenges through exercise.”
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Advertiser’s announcement
The motivation and drive for gym member success OPTIMUM workout programming and tracking with a digitised approach to the member experience is the main focus for eGym at Leisure Industry Week 2016. The high-tech fitness company will be presenting the new eGym Fitness app and eGym Trainer app, in combination with the eGym connected fitness equipment range, allowing the complete documentation of all training activities – both inside and outside of the gym. With the eGym connected fitness experience, gym members are encouraged to stay motivated and engaged to achieve their goals; so they ultimately stay longer with their gym. The eGym Fitness app already tracks exercise habits in and outside of the club. This recent release adds a number of new features for club members. Trainer Carolin Meyn reports her experience of her first training session: “The great thing about the eGym Fitness app is it provides immediate visual feedback on your workout; it’s a great feature to help motivate members. When members look at themselves in front of the mirror after training and they don’t see a difference straightaway, members can
easily feel deflated. No longer do they have to think ‘Have I worked hard enough?’ or ‘Did it make a difference to my fitness?’. The eGym Fitness app makes it simple and easy for everyone to see the health and fitness benefits of their activities. That’s a great feeling.”
they’ll also be able to take control of their muscle imbalances and reduce their biological age further.” Muscle imbalances are calculated by completing strength tests on antagonist eGym machines. The results are highlighted in the eGym Fitness app. This function supports trainers to set specific exercises to suit individual needs, improving the member interaction and experience.
Carolin explains: “The most used motivational elements of the eGym Fitness app, when connected with the eGym strength training equipment, is the ‘Biological Age’ feature. This function gives the answer to the most frequently asked question after an individual executes an eGym strength test: Was that a good or bad result?”. The basis for the maximum strength calculation is down to body weight, gender and its ability to judge the results completely objectively. “The test result achieved on the eGym equipment is compared to the average results of the respective age group. For example, if a 50-year old achieves the same result as the average 45-year old, their biological age will be 45 years. And vice versa – a de-conditioned 30-year old, which produces only the average maximum result of a 40-years-old, will have a biological age that is 10 years older.” Carolin adds: “We can see that every training session is helping members improve their health, and
Carolin continues: “The eGym Fitness app is the first app designed to keep members in the gym by directly linking equipment to fitness software. It supports both owners and trainers to offer their members the perfect, individual training concept.”
it’s important for members to also be aware of their own associated health benefits. The eGym activity points feature represents exactly this; also adding a gamification element to the app.” Accumulating regular activity points in the eGym Fitness app is designed to provide additional motivation “when members work out regularly they will to climb up the activity rankings and may even pass their friends on the points leaderboard, this in itself generates a sense of internal satisfaction. Not forgetting,
Having meaningful data feedback allows members to see their training results immediately, monitor their progression over time, stay motivated for longer and reach their goals much easier. This greater involvement and communication has been proven to increase the length of continuing memberships within the gym. eGym will be exhibiting on Stand D20 at LIW 2016 - visit our stand to experience our connected digital solution with great advantages for gyms. To request an invitation to future eGym events email: info@ egym.co.uk.
Take the eGym Strength Challenge at LIW. Can you beat the best?
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Successful independent gym goes on sale as owner plans world trip By Olivia Taylor A SUCCESSFUL independent gym owner is selling up so he can pursue his dream of travelling the world. Mark Evans is offering fitness fans the opportunity to take over his Bridgend club ‘Rage Fitness’, putting it on the market for £150,000. Mark said: “I started from scratch, I went for all the loans that I could and I got refused on every one, so I had to lie to the bank and say that I
wanted a car loan for an Audi TT. “I spent £20,000 on equipment and offered £5 a week memberships – it took off. At the moment I’ve got no showers or classes but I still turn over a great profit.” Mark opened the facility when he was 22, and now at 27 he’s ready to travel to see what fitness is like across the world. He added: “I’ve had five years flat out work, I’ve got nothing left.
I want to travel while I can, I want to see what gyms are like in other countries. “When I get back it would be nice to see someone put showers in and some better changing rooms and just give the gym a bit of oomph.” Rage Fitness is a well equipped back to basics gym with a no frills attitude, and with 1500 members, the club is well perceived by the local community.
The buyer will also receive a range of kit, including cardio and strength equipment; from dumbbells to spin bikes and leg presses. Mark added: “The gym’s turned out exactly like I pictured it, there’s not many gyms like mine anymore. “People come in to train; there’s no televisions and Wi-Fi and I don’t believe in contracts or gimmicks. I don’t do classes and I only sell the supplements I know work.”
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LEISURE INDUSTRY WEEK PREVIEW Leisure Industry Week will return to the NEC on September 20 – 21, promising to be a must attend event for any operator looking to improve their business. Here Workout previews what to watch out for at this year’s show.
LIW is delivering six education streams in an effort to improve the opportunities for workforce development and provide a world-class speaker line-up.
Show is a must attend for operators looking to improve their business AS the UK’s largest trade event for leisure professionals, LIW is delivering six education streams in an effort to improve the opportunities for workforce development and provide a world-class speaker lineup featuring a variety of industry figureheads and influencers. Health: Backed by SPORTA, the Health Education Stream will focus on the impact of physical activity on the nation’s health and the role of the leisure industry in driving change. The Health Education Stream will focus on everything from paediatric wellness through to GP referrals and increasing exercise programmes for our ageing population. The seminar programme will also highlight the benefits of integrating physical activity into everyday operations and how the industry can benefit commercially from an increased emphasis on health practices such as physiotherapy, chiropractors, rehabilitation and more. Fitness: A world class education programme
offers fitness professionals the opportunity to advance their knowledge and education over two action packed days. The fitness stream consists of three pillars: The Fitness Business School, offering business acumen for fitness professionals; Practical Coaching, offering theoretical and practical application of topical trends and speaking points designed to improve clients’ results, and the Gym Operators Conference which will host top speakers discussing broader topics. Play: Attracting delegates from a broad spectrum, Play at LIW is covered in the Play Education Stream. Visitors will come from varied industry sectors including hotels, campsites, schools, councils, visitor attractions, country parks, adventure parks, activity centres, academies and many more. The Play Education Stream will tackle the issue of inactivity through the medium of play and offer practical insight into how play
businesses can become a primary outlet for physical activity in both children and adults.
as being able to utilise case studies and examples to improve customer experience.
Sports: The Sports Education Stream will focus on two main themes; encouraging sporting participation and developing sports facilities. Delegates will discover workshops with a host of leading brands providing practical tools and tips for increasing sports awareness and participation via new groups and demographics. The programme will also tackle the often daunting process of facilities development – offering advice on planning, material selection and multi-use considerations.
Spa and Wet Leisure: The Spa and Wet Leisure Education Stream specifically targets swimming coaches, water parks, spas, pool designers, swimming pools, gym chains, pool maintenance professionals, engineers, leisure trusts and councils with a focus on increasing swimming participation and improving operational efficiency. In partnership with STA, RLSS and SPATA, the Spa and Wet Leisure Education Stream will deliver seminars on effective programming for swimming classes, water treatment, health and safety, filtration and much more to provide delegates with the tools to save on costs and boost revenue.
Facilities Management: Delivered in partnership with Facilities Management Forum and Sport and Leisure Facilities Forum, the Facilities Management Education Stream is devoted to all aspects of the design and layout of a leisure facility. Delegates will leave this theatre armed with the knowledge to drive down costs and increase operational efficiency in their own facility, as well
Essential show information: Tuesday September 20 9am – 5pm Wednesday September 21 9am – 5pm Register to attend at www.liw.co.uk/ register
After Party is perfect New partnership with PureGym event for networking HELD on Tuesday September 20, the Leisure Industry Week After Party promises to be one of the biggest industry specific networking functions of the year. For the first time ever, join us along with key operators, selected delegates and Leisure Industry Week exhibitors. This exclusive decision maker only event is situated at the prestigious Highline Bar, only a 10-minute walk from the NEC. The venue boasts stunning views that stretch across the city with a sophisticated cocktail bar and stylish balcony. The Leisure Industry Week After
Party will allow our exhibitors to: 1. Connect with key influencers to create strategic alliances, gain referrals and forge new partnerships. 2. Establish ‘top of mind awareness’ – it is critical to be seen and well regarded. In the age of emails and social media, there is a lot to be said for having more than a ‘virtual’ presence. 3. Network with key influencers in a relaxed atmosphere, away from the exhibition. If you would like more information on the event, please get in touch by emailing us on s.sweeney@ bodypower.com or call 01926484930.
LIW organisers have agreed a partnership with Britain’s biggest gym operator to include a PureGym Personal Trainer Conference and a strong PureGym presence on the show floor at this year’s event. The operator will be running a conference on the show floor for their personal trainers, attracting attendees from over 150 outlets nationwide for seminars with leading educators, which LIW will help facilitate. LIW director Steve Orton said: “LIW will benefit immensely from the involvement of PureGym in our upcoming 2016 show. “We’re going to help facilitate their education programme as they run a North and South conference for their personal trainers on the show
floor and we’ll have a plethora of world-class educators at their disposal to help drive the improvement of industry standards. “I’m sure the sight of hundreds of PTs in Steve Orton PureGym branding will provide fabulous energy and enthusiasm at LIW and our exhibitors will no doubt be keen to get those eyes on their products and services.”
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Tool to deal with communication issues unveiled By Christina Eccles
Everyone Active centres are hosting nationwide free activities, classes and open days as part of National Fitness Day. From free health checks at Westminster Lodge Leisure Centre to free use of the gym and swimming pool in Aylesbury, the operator is aiming to offer something for everyone. Regional director David Bibby said: “We are passionate about encouraging people to get active, and we are hugely supportive of National Fitness Day. We are really looking forward to seeing people come down with their friends and family to join in the fun.”
Group introduces Elemis as beauty partner DAVID Lloyd Clubs have partnered with luxury skincare and spa brand Elemis to deliver a pampering experience to members. Locker rooms at all clubs will now include complimentary hand wash and lotion, while therapists in the operator’s Amida spas will also be using Elemis products. David Lloyd Clubs’ head of
procurement Paul Batty said: “David Lloyd Clubs are excited to welcome Elemis into all of our UK clubs. “There is a clear strong synergy between the two brands through the product offering, service and customer care. David Lloyd Club members can now feel that extra little bit more pampered on each visit to their club.”
A NEW tool has been launched to help operators tackle the issue of communicating with large staff numbers. Our Leisure People is a team communication tool aimed at team members that don’t work from a desk. Currently piloting with two large leisure operators, the smartphonedriven tool, allows companies to share news stories, updates or conversations with team members; meaning clubs can easily communicate with their remote workforce. Founder of Our Leisure People, Ross McCaw, said: “Large operators can have upwards of 10,000 staff working across their sites. “Managing real time communication with this many people is nigh on impossible, particularly given a huge proportion can’t access a computer during their shift. So I had a vision to change the way operators communicate and
engage with their staff and developed this easy to use smartphone tool.” Previously, Ross was a co-founder of Cap2 Solutions, a specialist course management system, which is now installed in more than 900 leisure centres and health clubs in the UK. He added: “Having worked both inside and alongside the industry for the past 14 years, I could see the huge challenge operators faced when communicating with staff, who often were required on poolside or in the gym the moment their shift started. “Given the expense and hassle of providing every team member with a corporate email account and ensuring they access it on a daily basis, I realised there must be a better way. “Our Leisure People is about connecting the unconnected – ensuring the right messages are shared with the right team members at the right time. “Ultimately an informed and engaged workforce are happier and in turn provide a better experience for their customers.”
New £7m leisure centre opens RESIDENTS in Sheffield can now enjoy a new £7m leisure centre, which has opened in the north of the city. Facilities at Thorncliffe Health and Leisure Centre include a six lane, 25m swimming pool plus a dedicated learner pool, fitness suite and two workout studios and research facilities as part of the National Centre for Sport and Exercise Medicine. The state of the art development was funded by Sheffield City Council, Sport England, NCSEM and
Ecclesfield Parish Council and is operated by Places for People. Centre manager Alex Greaves from Places for People said: “Following the opening of Thorncliffe Health and Leisure Centre we have been delighted with the popularity of the centre and customer feedback we have received. “The centre had more than 18,000 visits in the first month of opening and our swimming lesson and fitness memberships continue to exceed expectations.”
RLSS launches campaign to tackle lifeguard shortage THE Royal Life Saving Society has launched a national campaign to tackle the shortage of pool lifeguards across the leisure industry. The Be a Lifeguard campaign has two principal aims: to encourage as many young people as possible to take up lifeguarding and to help operators to promote their National Pool Lifeguard Qualification courses. The social media campaign will run on Facebook and Twitter and a film highlighting the varied role of lifeguards has also been produced in support.
Director of IQL UK, RLSS UK’s trading subsidiary, Martin Symcox said: “The shortage of trained lifeguards is a serious problem for operators. Without adequate lifeguard cover, operators are forced to close lanes in the pool and even reduce their opening hours. “Becoming a lifeguard is a great way for students to fund their studies or even start a career in the leisure industry, which is why we are targeting school leavers, students and university graduates with this new campaign.”
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UK FITNESS SCENE
Be the ‘place’ in a member’s life to make more money By Dave Wright IN today’s busy environment with the demand from home and working life ever increasing, it has become more apparent that everyone is in search of a third ‘place’ to spend their time and also their discretionary income. We as health club operators have the real potential to fulfil and capitalise on that need. Cinemas, bingo halls, pubs, restaurants and most recently coffee houses, have all taken advantage of this new ‘third place’ phenomenon and focus a lot of their staff training, architecture and layout on providing that ‘experience’. Health clubs that don’t answer that call, run the risk that when money becomes tight, their members are squeezed to make choices of what they want to keep and what they want to disregard. Coming from a country town in Australia, I remember trying to convince my family (without offence) of the benefits of going out for ‘coffee’ over just boiling the kettle and making one there and then. It was not the coffee but the experience that I was after. You see, we all look for that ‘experience’ when we go to places like these and just as in restaurants and coffee houses, club owners need to realise that they too need to offer that ‘environment’ for their members. If you can offer that ability within your facility you will not only increase your retention rate, but your members will certainly stay longer in your club each visit and the longer they linger, the more money they should spend (that is of course, if you provide them with products that will enable them to do so) So look at your reception, look at your seating area and layout, focus on where your supplements, wifi
Dave Wright areas, sunbeds, coffee machines or juice bars are located and think of ways that you can encourage an environment that answers the calling of a ‘third place’ for your members. Of course there is no other product in the market place that is as beneficial and of such fantastic value to our lives as fitness, yet, when you look around at the amount of coffee houses that are in your market, we need to step up and focus on creating that environment that is not just weights, dumbbells and cardio machines. Q 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
Stoke Park’s award winning spa has opened its new spa gardens overlooking the grounds. Features of the new area include a hot tub, Scandinavian sauna and luxurious day beds. Spa manager Anna Thomas said: “We wanted to develop an outdoor spa experience here at Stoke Park to take in the stunning surroundings that we are nestled in here. We get many guests coming here to escape the city and what better way than to sit in a hot tub or sauna taking in 300 acres of beautiful parkland all around you.”
PRODUCT NEWS
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Kettlercise® launches COMBAT-MX formula
GoFlo comes to the UK TGS Fitness Studios based in Calverton, Nottingham is the home of the GoFlo SuspensionTrainer. With the resident personal trainers and class instructors recently having had their GoFlo Training, PT sessions and group classes will now be able to benefit from this incredible training product at the studio. The GoFlo Trainer is a unique combination of spring loaded suspension trainer with multiple attachments including a body holder and stirrups for your feet or hands. This array of attachments allows you to vary your workout and training in an infinite number of fat burning exercises and routines. TGS Fitness Studios will not only be selling the GoFlo Trainers across the UK to PTs, health clubs and fitness facilities as a group fitness class but also hosting all training sessions at different venues across the UK. (TBC – October 2016 multiple sites) They are offering discounted prices on Multiple GoFlo Trainer purchases including training sessions starting later this year. The GoFlo Trainer provides your body both support and resistance allowing you to work with the GoFlo, becoming almost weightless as it supports and assists you with your training. Then work out against the GoFlo spring loaded explosive power bands to raise intensity to new levels!
The GoFlo Trainer will allow you to work your body in new challenging ways, different angles never before possible all whist having fun and seeing results. Your GoFlo Trainer will not only make individual and group workouts more intense and effective but also more fun! Why not be the first club in your area to hold these innovative classes? TGS Fitness Studios are inviting PTs and health club managers to free demonstration days throughout September and October 2016 to showcase the product and the versatility of The GoFlo SuspensionTrainer. Places for the demonstration day are on a first come, first served basis so get in touch now on the details below to secure your space and try out the GoFlo for yourself. Once you become familiar with your GoFlo Trainer you will be unlimited in the training opportunities which can arise from this product. It’s time to improve your sports performance, improve your fitness and strength, look and feel better, and most importantly -– have fun! The innovative GoFlo Trainer takes suspension training to the next level! TGS Fitness Studios – home to GoFlo UK Call 01157 529320 or visit www.tgsfitnessstudios.co.uk
Partnership to offer gyms complete boxing solution HATTON Boxing has teamed up with Matrix Fitness to launch a complete boxing solution for gyms. The new partnership will offer facilities a full boxing fitness solution for their gym floor, which includes equipment and accessories, staff training and access to Hatton Boxing’s new Fight Camp class programming. Gyms that purchase the new boxing solution will also be licensed to use the Hatton Powered by Matrix brand, including access to the Hatton image library, marketing collateral and signage. Hatton Boxing and Matrix Fitness have developed three packages offering varying levels of support and depending on the space available; each package can be installed in an existing facility or considered as part of a new gym or re-build and combines the facility design, logistical and operational support from Matrix with the equipment and industry-leading training provided by Hatton Boxing to deliver a full-service boxing fitness solution.
WHAT do you get when you mix two of the most popular group fitness classes on the planet? Kettlercise launches Kettlercise COMBAT-MX. Guy Noble from Kettlercise UK said: “It’s taken over four years to develop the NEW Kettlercise COMBAT-MX formula which is completely music driven and sits perfectly with our philosophy of delivering exercise that works with pre-choreographed workouts of 30 and 45-minute duration. “We are entering an exciting new phase in group fitness – it’s no longer just about how good the workout is. “We have to deliver an exceptional experience to the end user in a very compact timeframe. This is why taking Kettlercise and blending with
dynamic combat moves has worked so well. “We launched to our initial instructor base earlier this year with all of the initial dates being oversubscribed. “As we are now starting to gear up for the launch nationwide, we are showcasing the new program at Fitness Fiestas and Fit Camps in the autumn. We do have training dates available across the country later this year and offering remarkable introductory packages to corporate partners wishing to be part of the Kettlercise next generation.” To find out more or to book on to a scheduled course go to www.kettlercisecombatmx.com or www.kettlercise.com or call 01282 698 698.
Introducing the new ClubWise app ELEVATE your prospecting performance with the brand new IOS ClubWise app. This truly flexible solution allows you to capture prospect data whenever and wherever you are. Opportunities can arise at any time, and you need to be ready. If a great prospect comes along, you need to make sure you have the tools you need to capture all the required details, or you risk losing
them to a competitor. With the new ClubWise app, you can capture your prospects data wherever you are, with no need for a WIFI connection. Your prospect data will be stored and listed on your device and will sync to your ClubWise system as soon as you connect to WIFI or mobile roaming data. For more information go to www.clubwise.com/clubwiseapp/
Pulse to install new kit at Worthing Leisure Centre PULSE has been chosen to complete an installation at Worthing Leisure Centre, refurbishing the existing facility to create a spacious modern environment kitted out with the latest technology. As part of the refurbishment, which has a value of approximately £100k, Pulse will be tasked with bringing the old gym completely up-to-date. The fitness suite will boast 60 stations of Pulse’s technologically advanced Series Three cardio equipment, while the company will also install a Titan functional training rig, introducing the concept of functional training to the centre for the first time to cater to a growing
demand. As part of the contract, Pulse has provided a five-year warranty and full training for the gym staff on all products to ensure they are able to help members get the most out of the new equipment, as well as a full marketing support package. International sales manager for Pulse Phil Griffin said: “We are delighted to further our working relationship with Worthing Leisure Centre with this new installation. “We have liaised closely with the team to select the perfect mix of equipment to attract a broad range of the community to the centre and create a truly modern fitness facility.”
Creating a sustainable trust ... Managing director of Hatton Boxing, Jon Eade, said: “By combining our expertise in boxing equipment, education and training with Matrix’s extensive skills in facility design and operational support, customers will benefit from the collective experience of both brands and use Hatton Powered by Matrix to tap into this growing trend and provide a real USP to any training facility.” Hatton Powered by Matrix will be officially launched at LIW and showcased at the Matrix International Show in October. For more information visit www.hattonboxing.com or www.matrixfitness.co.uk
DFC is a leading Direct Debit company with significant links to the leisure sector, who pride themselves on their ability to do more for their clients. A recent success story saw them take on the rise of budget gyms with South Gloucester leisure trust, Circadian. Only last year, Circadian had an average customer stay of seven to eight months under a flexible membership. Budget gyms were on the up, and Circadian needed to better compete in the growing marketplace. With DFC’s help, they were able to introduce a new annual Lifestyle Membership package that provided much greater choice than the budget gyms could. DFC’s transparent and trustworthy service allowed Circadian
to focus more attention on their facilities, whilst DFC’s 98 per cent collection rate prevented any lost payments and reduced admin time. The result was a 16 per cent rise in memberships and a 10 per cent growth within the first year. Beyond this, they saw a drop in attrition from 3.45 per cent to 2.6 per cent. DFC’s innovative product catalogue helped them better keep track of their members, whilst tidying up their organisational process. Circadian describes it as one of the biggest growths they have seen since the trust was formed. They continue to work closely with DFC and feel excited about maintaining this positive trend. For more information visit www.debitfinance.co.uk
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Advertiser’s announcement
GYMetrix is helping universities across the UK, providing critical data to enhance their decision making and strategic planning in order to meet member needs and expectations and boost usage.
The gyms at the University of York (left) and Royal Holloway University (right) have been success since using data from GYMetrix.
Top of the class ... Rory McGown GYMS are an increasingly important tool for universities to raise their profile, drive student recruitment and increase community engagement, but they need to get their model right to be successful. The University of York offers the widest range of sport, health and fitness facilities across the whole of York. Together, the universities’ two facilities, York Sport Village & York Sports Centre, offer a fantastic array of gym, cycling, swimming, sports, racquet and fitness facilities. In 2013, York Sport invited GYMetrix to measure equipment availability at York Sports Centre to determine member demand and customer satisfaction. The GYMetrix study found that overall availability of equipment during the peak period was just 41 per cent.
This indicated a capacity problem; there was not enough equipment to meet member demand. Furthermore, the data from the study along with comments from member during face-to-face surveys, showed there was a significant shortage of free weights and some types of CV equipment. As a result, the overall Net Promoter Score was 10 per cent, which is significantly lower than the average score for a GYMetrix project. The surveys showed that it was the lack of free weights equipment that was causing the largest frustration for members. The University of York was able to use the data from the GYMetrix project to inform subsequent changes and give members what they wanted. Addressing the biggest issue, it increased free weights from just nine pieces in 2013 to 41 in 2016. It also increased its CV offer by five machines to address the shortages identified in the initial project. Happier customers and increased usage York University In 2016, GYMetrix returned to the University of York to evaluate how the changes had impacted both usage of the facility and member satisfaction. With the addition of more equipment to meet member demand, equipment availability now measured 57 per cent. This figure indicates no capacity
shortage; the gym has enough equipment to service the needs of its members. The Net Promoter Score had increased by 20 per cent showing there was less frustration among members. This was also demonstrated by the responses reported in the surveys. One of the questions asked members to rank the availability of their favourite type of equipment, with C responses indicating ‘The equipment is busy and it does bother me’. In 2013, C responses accounted for 23 per cent of the answers, in 2016 this had reduced to 14 per cent. Frustration around free weights equipment had also reduced dramatically. In 2013, 64 per cent of all comments reflected the members’ dissatisfaction with the scarcity of free weights. This had dropped to 24 per cent during the 2016 study. Another key finding of the second study was that the total time spent on equipment had increased by 84.2 per cent. This is significant because, whilst more equipment was added to the gym, the higher usage means the actual cost per hour used for equipment fell from £0.50 to £0.41, a decrease of 18 per cent. By following the recommendations of GYMetrix, York University was able to dramatically increase the total time
spent using the equipment at York Sports Centre, reduce the average cost per hour for time spent on equipment and increase its levels of customer satisfaction as recorded by the Net Promoter Score. Royal Holloway University And they’re not alone. Similar successes were achieved at Royal Holloway University in Egham, Surrey, which has very popular fitness suite. During an initial study in 2012, overall availability was measured at 41 per cent. Like the University of York, Royal Holloway followed the advice of GYMetrix and a second study took place in 2015, which reported a 37.25 per cent increase in the total time spent on equipment. And, like the University of York, despite having invested in more equipment, the university experienced a decrease in the average cost per hour for time spent on equipment from £0.52 to £0.46 representing a reduction of 13 per cent. Like all operators, universities need accurate data to measure usage of their facilities and determine where improvements can be made to make their gyms more successful, cost effective and above all to meet the needs of their members. www.gymetrix.co.uk
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Lucozade Sport unveils a new bottle design
Participants in London, Leeds and Birmingham competed in the ultimate zorbing challenge, created by Bounce Balls. Each city went head to head to see who could roll their way to victory in the first ever urban zorbing marathon. As well as unleashing their competitive spirit, those getting involved could also enjoy a supply of Bounce Energy Balls as a reward for taking part.
SiS celebrates Froome’s win SCIENCE in Sport is celebrating Chris Froome’s Tour de France victory as the official sports nutrition supplier to Team Sky. It was SiS’ first Tour de France as part of Team Sky and throughout the Grand Tour, riders used SiS around the clock to aid hydration, energy, recovery and immunity. Since becoming partners in January 2016, SiS nutrition experts have worked together with Team Sky’s head of nutrition Dr James Morton to
create bespoke products and tailored nutritional plans for each rider to help the team achieve the marginal gains that have crowned them 2016 Tour champions. James added: “Nutrition is the secret to success of any cycling team. Each product consumed during the Tour was specifically designed by SiS to benefit each athlete’s performance, enabling them to train harder, race faster and recover quicker than competitors.”
THE UK’s number one sports drink has launched a new bottle design to make it easier to hold while on the move. The new Lucozade Sport bottles will feature an innovative textured grip and waist and each flavour in the range will also showcase a different coloured cap to help the products stand out on the shelf. Lucozade sport head of marketing Steven Hind said: “We’re really excited about the new look Lucozade Sport bottles. “It’s important that we stay up to date and give our loyal fanbase the best possible experience when using our drinks. “We feel that the fresh innovative new look will help Lucozade Sport stand out on shelf and make it easier for people to find their favourite flavours.”
Show highlights all things vegan A SHOW is taking place at Olympia London next month, celebrating the growing popularity of vegan food and lifestyle. About 12,000 visitors are expected to attend VegFest UK London on October 22 and 23 where they will be
able to sample food, watch cookery demonstrations and enjoy shopping from about 200 stalls packed with products from cheese to chocolate and bodycare to fashion, which are all 100 per cent vegan friendly with no animal ingredients.
Dr Zak’s has launched four new flavours of its high protein peanut butter range. The new additions are chocolate fudge brownie, chocolate orange, banoffee and original in both smooth and crunchy varieties. All the butters across the range will now come infused with shea and coconut oil, which, on top of both having well documented health benefits, allows them to avoid using palm oil.
Bio-Synergy to team up with Volleyball England Liberate Nutrition expands its range with new sizing DUE to the popular demand of the 500gm Breakfast Smoothie tub, “we’ve responded by introducing the new larger tub size” said Adrian Burton, managing director. “Throughout our company we have strived to give our customers what they want and we want to continue to lead the way with specifically designed nutrition for women. “Our aim is simply to supply you
with the very best supplements for the ‘woman on the go’. We all know trying to fit everything in can cause a challenge and sometimes people have a tendency to neglect themselves. With Breakfast Smoothie we’re ‘bridging the gap so you can at least keep your nutrition on track’.” For more information email enquiries@liberatenutrition.com, call 01282 698 698 or go to www.liberatenutrition.com
BIO-Synergy has teamed up with Volleyball England to provide sports drinks for Volleyball England competitions and England squads. Bio-Synergy was established in 1997 and their innovative products have won awards and is regarded as one of the leading companies providing consumers with sports nutritional products. Director Daniel Herman said the brand was delighted to enter into the relationship. He added: “We are really excited
by the partnership with Volleyball England and we look forward to supplying drinks for volleyball athletes and to support the sport in any way that we can.” Sanjib Sahota, major events and commercial manager for Volleyball England, added: “This is a great partnership with an innovative brand and we are pleased to have agreed a partnership for the next 12 months. “We thank Bio-Synergy for their support and look forward to working with their team over the year ahead.”
Limited edition whey protein launched KINETICA Sports has launched a limited edition whey protein in coconut and lime flavour. The product is available until the end of October (while stocks last) in both 300g and 1kg tubs. Brand co-ordinator Catherine
O’Connor said: “Following the success of our previous Limited Edition Pina Colada and Samba Mambo whey protein flavours, we wanted to introduce an equally tantalising naturally flavoured whey protein with widespread appeal.”
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Jordan to launch new products
Ultimate wellness perk THE AquaFrixio from ProSun International, LLC is the world’s first and only trackless hydro massage system, transforming the way people experience massages. Through state-of-the-art manufacturing, this customised massage system operates hands free, allowing members to remain fully clothed so they maintain complete privacy while facilities cut labour costs. Massages are essential for relaxing the muscles, flushing toxins from the
muscle tissue, and relaxing the mind after a long day or workout. The AquaFrixio puts the control in the member’s hands allowing them to choose the duration, temperature and location of their massage, making any facility more appealing. Create the most profitable 21sqft in your facility and increase gym membership closing percentages drastically with this ultimate wellness perk. Visit www.prosun.com or www.aquafrixio.com
THIS year at LIW, Jordan Fitness will be presenting their brand new Ignite V2 Studio Barbells as well as several other new products. The functional fitness specialists have been developing the product ready for a big release at the event. Managing director Zak Pitt said: “We are very proud to be launching our new Ignite Studio Barbell at LIW this year. “After listening to customer feedback and a thorough development process, we feel we’ve produced a product that not only looks fantastic but also offers excellent functionality and durability. “The customisation options, which have proved extremely popular on some of our other products, mean
that they will look at home in any studio.” As well as a selection of products on their stand, Jordan Fitness will also have a huge range of products on the outdoor bootcamp area. This will offer an outdoor themed playground, with grass, a huge double-rig, sandbags, Cormax water filled bags and many more items. The Jordan team will be running demonstrations throughout the show which will be open to sign up to for those who are interested in joining in. For those who do sign up, the company will be giving a free gym bag full of essentials. To sign up or for more information contact Natasha Burrows on natasha.burrows@jordanfitness.co.uk
Ricoh Arena to host annual Matrix International Show ENGAGING product demonstrations, topical guest speakers, networking with international industry experts and unrivalled entertainment, the Matrix International Show is back for 2016. Following the overwhelming success of last year’s show, Matrix Fitness UK will host its own dedicated event at the Ricoh Arena in Coventry on October 13 and 14. Keen to offer the industry something different, the show aims to deliver a diverse display of product demonstrations and training, industry networking, topical panel discussions and entertainment. Director of strategic marketing for EMEA and UK, Gemma Bonnett, said: “The Matrix International Show is so much more than just an event. It’s an unforgettable experience that represents where the fitness industry is heading.
“We are bringing together experts from various fitness-related disciplines to deliver a varied programme of keynote sessions. We’re combining this with live product demonstrations of new and existing Matrix products from our highly dynamic master trainers. “We’ve invited our partners, ambassadors and contacts from across the globe and are wrapping it all up in innovative entertainment like you have never seen before. “Our focus is on providing a total fitness solution for customers while addressing the individual equipment users needs to provide a unique experience. “We believe that by applying this approach to the show, we are offering something completely different that stands out from the competition.” Register at matrixinternationalshow 2016.eventbrite.co.uk
Octagon T1 – the smallest, most functional training rig LOOKING to install a functional frame in your club, but have little space to spare? Or do you want to try out a frame before investing in a larger rig? The Octagon T1 is the perfect solution. Prepare for a functional training frame that will transform the way your trainers and members take part in functional training forever. It is one of the smallest, most spaceefficient functional training rigs on the market. With a minimal footprint but multiple training modalities, the T1 allows clubs to introduce small group training with a series
of strength, cardio and bodyweight exercises for an all-over body workout. The T1 provides a totally affordable cross training focal point – ideal for small studios seeking to add more functionality to their floor space. The T1 accommodates up to six users and can add so much value to your space, from personal training sessions and small group training to hosting daily WODs and strength training. For more information visit http://www.escapefitness.com/uk/ new-products/octagon/t1
Is it time you upped Firm to provide personalised your CrossFit game? gym upholstery service PAIR the Schwinn Airdyne AD8 Dual Action Air Cycle with the Body-Solid Tall Hexagon Rig Pro Club Package and you’ve met your ultimate match. As seen in the East Regional CrossFit Games, the AD8 hits the top level in cardiovascular training with its unmatched reputation of durability and performance. Q Perimeter weighed performance fan. Q Single stage belt drive system for efficient power transfer and low maintenance operation. Q Infinite resistance levels, interval and target programs, aerobic and anaerobic training, and heart rate level indicators. Q Adjustable seat and multi position hand grips for full body targeting. Q Multi-display LCD console displaying calorie, watt, time, distance, speed, RPM and heart
rate data. Built with durable commercial grade components, this machine is able to withstand anything and everything you have to throw at it. For more information visit www.fitness-superstore.co.uk
LEADING UK fitness equipment supplier, ServiceSport, are expanding their offering with the introduction of their own in-house upholstery service. Providing several different packages to replace old, worn fabric covers, ServiceSport’s long lasting, stain resistant vinyl is enough to leave any gym equipment looking good as new. Personalisation of the pads is key, with over 40 different colours and embroidery available to customers to ensure your equipment stands out from competitors and strengthens your gym’s branding. ServiceSport ensure equipment is out of order for as little time as possible, meaning there is minimal disruption to the site and members’ workout experience. Managing director Colin Marriott said: “Personalisation is key to
differentiating your gym and making it stand out from the crowd, which is getting larger and larger as the fitness industry continues to grow. “We aim to provide a high quality service, in as little time as possible to make sure your equipment is looking great and is back in working condition as soon as possible.” For more information on any of ServiceSport’s gym upholstery packages, go to www.servicesport.co.uk/upholstery or call 08453 884662 to speak to an advisor.
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Is your changing room ready for the new pound coin? THE shape of today’s pound coin has remained the same for over 30 years, which helps to explain why there is £45m worth of counterfeit pound coins in circulation today. To protect the integrity of the currency, from March 2017 the Royal Mint will introduce a new 12-sided pound coin that incorporates anticounterfeiting technology. While the Royal Mint expects the new features to safeguard the coin against counterfeiting, it will come at a considerable cost to gyms, sports centres and local authorities that will have to upgrade or replace coinoperated equipment. Many leisure facilities currently have coin-operated lockers in their changing areas, however some gym operators are switching from coins
even before any upgrade is required. They are looking for a more convenient locker solution so users don’t have to worry about carrying change or wearing an uncomfortable wristband. Upgrading also prevents replacing lost keys and overnight ‘locker hogging, as staff can easily access the lockers using a master code. The current pound coin will be “demonetised” in the second half of 2017, following a period of six months of co-circulation with the new coin. Lock suppliers are encouraging customers to plan ahead for the upgrade process, as demand for new coin locks will be significant. To view Codelocks’ full range of access and locker locks visit: http://www.codelocks.co.uk/
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