Workout UK December 2016 by Script Media

December 2016

The UK’s No 1 fitness industry magazine

Project to shine a light on solutions to inactivity crisis By Christina Eccles ORGANISATIONS, groups and individuals who are actively contributing to increasing levels of physical activity across the UK are being urged to sign up to a major new research project; launched to identify solutions for getting people more active Building on the recommendations of the All Party Commission on Physical Activity, the ukactive Research Institute is collaborating with the National Centre for Sport and Exercise Medicine and Public Health England on Promising Practice Two to identify physical activity programmes that demonstrate good and promising practice in local communities. By highlighting effective physical activity initiatives that – if scaled up – could contribute to shifting the population towards becoming more active every day, Promising Practice Two aims to build on the insights and recommendations produced by its predecessor to uncover exercise solutions that deliver the associated health, economic and social improvements for local communities. ukactive research director Dr Steven Mann said: “Through Promising Practice Two we want to identify and scale the most successful initiatives

so that they can bring the benefits of physical activity to communities nationwide. “Our report will provide practical guidance on how the physical activity sector can consolidate good practice and build an evidence base around what works and significantly improve the standard of physical activity. “To build the case for wider commissioning of physical activity programmes, it’s essential that we are able to demonstrate our impact and the return on investment of our services in the same way as other public health services.” All submissions will be reviewed and classified by a senior academic board and projects deemed ‘good’ or ‘promising’ will be considered for a range of opportunities. These include showcasing their practice at ukactive’s National Summit 2017 and forthcoming regional roadshows, featuring in reporting to key stakeholders such as Sport England and Public Health England, as well as being able to use their submission as entry to the ukactive Flame Awards 2017. To take part in Promising Practice Two, entrants need to submit details of a physical activity programme that their organisation is running through an online questionnaire. To register visit https://www.surveymonkey. co.uk/r/PromisingPractice_2

No 279 £3

GymCube’s challenge raises more than £23k

Olympic and world champion rower Zac Purchase has launched his first fitness studio in Marlow. Zacs – Exercise For Life, is based on a series of 40-minute, pay as you go classes based around one of four themes: strength, stamina, speed and stability. Investment has also been secured for further studios to be rolled out across Buckinghamshire, Berkshire and Oxfordshire over the next five years. *For full story see page 5.

THE team from GymCube has raised a massive £23,500 by hosting a marathon 24-hour fitness challenge. The company teamed up with FitCamps Events to take on the epic task in aid of Children in Need, ahead of the annual TV marathon fundraising event. For 24 hours solid, personal trainers and team members from GymCube live streamed exercise classes online via the GymCube Facebook page, as well as on their own website. Trainers including GymCube founder Kevin Foster-Wiltshire, event director Lydia Campbell, Katie Bulmer-Cooke and X Factor favourite Chico Slimani ran fun classes that people could join in with at home – getting fit and raising lots of cash. Every GymCube membership taken up from the beginning of the live stream through until the annual Live Children In Need broadcast was also donated to the charity. Kevin said: “Children in Need is a charity close to all of our hearts and one which inspires amazing fundraising efforts.”

UK FITNESS SCENE

ukactive to lead research into exercise referrals By Christina Eccles

UKACTIVE is calling on operators of exercise referral schemes to aid its latest research initiative. The project, undertaken by the ukactive Research Institute in partnership with ReferAll, will be examining the extent to which exercise referrals can change behaviour and increase physical activity. The goal is to create a pool of solid evidence from exercise referral schemes across the UK that can be used to engage with bodies such as Sport England and Public Health England in facilitating a nationwide rollout. Dr Steven Mann, research director at the ukactive Research Institute, is overseeing the project. He said: “Britain is in the grip of a cradle to grave physical inactivity crisis and exercise referrals have the potential to form a major part of the PhD Nutrition has launched a new range of natural performance products, fronted by London 2012 Olympic gold medal winning boxer Luke Campbell MBE. The new range contains five products, including Performance Greens, Protein Superfood, Natural Whey, and a Protein Superfood Smoothie and Protein Supergrains Bar, for on-the-go fuelling pre- or post-training. Luke said: “I am a firm believer in eating clean and training hard to get results. It’s a combination of committed training, a healthy diet and PhD that gives me that extra 15 per cent in my performance. The new Natural range offers athletes from all sporting disciplines the opportunity to incorporate natural products into their regimes.”

solution. “We know the benefits that exercise brings to all areas of our lives and now is the time to provide clinical evidence to support this and build an overwhelming case for exercise referrals to be used as a frontline tool by GPs. “With its knowledge and expertise, the physical activity sector has a starring role to play in this agenda and I would urge all operators to sign up to this research programme and help make nationwide exercise referral a reality.” As a specialist in providing software solutions for exercise referral, ReferAll believes its new partnership with ukactive can lead to a breakthrough moment in terms of bolstering the field’s evidence base. Commercial director Stuart Stokes added: “This new exercise referral research is a real game changer in what for many years has been considered a weak area of evidence.

By working in partnership with ukactive we can help to strengthen the evidence for exercise referral schemes. “We are in an ideal position to help with this project by providing good quality evidence on behalf of the 120 service providers from which we have seen more than 120,000 referrals. “With our customers’ and other operators’ permission, we are hoping to create a large body of evidence in anonymised form to help exercise referral schemes better demonstrate their effectiveness and secure valuable funding for the future.” To ensure data protection, ReferAll is granting special access to the researchers at ukactive, which will allow them to see ReferAll client data but with certain access rights applied. n If you are an operator running an exercise referral scheme and would like to participate in the project register your interest at https:// secure.refer-all.net/uka

Stuart Stokes

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UK FITNESS SCENE As a world and Olympic champion, Zac Purchase knows a thing or two about keeping fit. And with the launch of his new studio, he hopes to pass his expertise on to a wider audience. He spoke to Workout.

Olympian hopes to pass on his expertise THE concept of Zacs – Exercise For Life is based around a series of 40 minute, pay as you go classes; focusing on one of four themes – strength, stamina, speed and stability. With a hands on approach to his new business, each session at the Marlow-based studio has been designed by Zac himself, focusing on the principles of functional training. He explained: “Classes have been designed by me and content is based on my own training experience and my work as a Level Three personal trainer. “We also offer personal training, Yoga, Pilates and DNA testing, with physiotherapy, massage and other complimentary therapies being added in the new year.” When creating the studio, Zac told Workout he felt that making small changes to a traditional gym environment could make a big difference to the user experience, so there are no mirrors and changing spaces and showers are individual cubicles, all designed to improve the user experience. He added: “I wanted to create a training space that made people feel welcome and comfortable. Where anybody could walk through the door and feel at home. “I wanted people to invest in our services because they liked what we delivered, not because they were

contracted to do so.” Although the studio has only just opened, according to Zac, feedback has been “incredible.” He added: “A good number of clients are booking three to four times a week, and we have noticed a surprising number of people leaving other local gyms to try us out. “What we are hearing is that people are loving our town centre location, somewhere they can visit in their lunch break. “Zacs caters for all abilities, shapes and sizes and, at £10 a class, the price is attractive to a high percentage of the community, which, when compared to a national average, is relatively affluent.” Ambitious plans are already in place to expand the business, with more studios in the pipeline as well as branded products to drive secondary spend. Zac added: “The plan is to spread the word about Zacs throughout the local community and to maintain a high level of service so that visitors continue to refer their friends, family and colleagues. “Moving forwards we will look for opportunities to support the community we serve, possibly through sponsorship of local events. “Our social media is driving interest so pushing out content through this channel will also remain a focus.

Gold medallist rower Zac Purchase at Zacs – Exercise for Life. “The plan is to roll out several more Zacs studios across Oxfordshire, Berkshire and Buckinghamshire over the next few years. “In addition, we also have plans to market our Zacs product range. “Right now, items are available for purchase from the Marlow studio but we are also developing the

functionality to sell products via our website. “People have been extremely positive about the no contract, pay as you go model. “My reason for setting up the studio was to make high quality exercise instruction affordable and accessible to as many people as possible.”

UK FITNESS SCENE

Julian, Christine and Andrew.

PHS strengthens team with three appointments PERFORMANCE Health Systems has appointed three new members of staff to its marketing and sales team. As marketing director – EMEA, Julian Taylor will take responsibility for the Power Plate marketing strategy across Europe, the Middle East and Africa. Christine Reeday has taken the role of regional commercial sales manager for the North of England and will report to David Williams, head of commercial sales, UK. Andrew Lambourne has been appointed as the head of consumer sales for the UK to help structure PHS’s consumer division and educate the UK population about Power Plate. Senior vice president Matthew Pengelly said: “We are very pleased to have Julian, Christine and Andrew as part of our team and believe they have all the qualities to continue driving our business and success. Power Plate is going from strength to strength and their combined experience and proven track record of successful delivery will be key to supporting our continued development and growth.”

John reveals his plans to ‘shake up the industry’ By Christina Eccles AMBITIOUS personal trainer John Hayes has revealed his plans to ‘shake up the industry’ and reach out to as many people as possible. John owns JHPT Performance Training in Coventry; a facility he opened last year after building up his client base training people in other gyms and in a much smaller space he created in his garage. Now after a successful first year in business, John is ready to push himself even further and expand his message of health and fitness to a wider audience. He said: “I want to take the industry by storm; that’s my 2017 goal in a nutshell. “My aim is to motivate as many people as I can, whether that’s someone going to be a gym instructor, a personal trainer setting up their own gym or someone who gets up off the sofa to go for a run. Those are the boxes I want to tick.” John’s approach to training is back to basics; meaning there are no treadmills or cross trainers in his gym. Instead he focuses on functional fitness – and getting results. He added: Clients are really enjoying it and they are improving. “I believe people coming in should

Personal trainer John Hayes. be educated with their training. People are getting results without fancy plasma TVs. “I want them to get excited about training. And get results at the same time.” As well as working on his business, John has made a start on his efforts to engage with a wider audience by posting educational videos on YouTube. Next year, he hopes to do more of this, as well as getting his name out there by networking at industry

events and writing media articles. He added: “It’s not just about training. If I can have that five per cent impact on someone’s life, that’s the reason for doing what I do. “I haven’t opened a gym to see my name in lights. It’s nice to have an impact on people and to be able to help them with my knowledge. “I wanted to be a success this year with my gym business and now I want to reach out to people on a bigger scale.”

UK FITNESS SCENE

Friends create new business By Christina Eccles

Mill Chase Leisure Centre is celebrating after achieving an excellent rating from Quest. The accolade means that the centre, which is operated by Places for People Leisure in partnership with East Hampshire District Council, is among the top 15 per cent of centres nationally accredited by the scheme. General manager Al Argenti said: “We are absolutely delighted to achieve excellent; this is great for our customers, and a testament to the hard work and effort of everyone involved at Places for People Leisure.”

Tempus fails in its contract bid TEMPUS Leisure has been unsuccessful in its bid to win the contract for the future management of leisure services across Cornwall The Cornwall Leisure Services Invitation to Tender was issued in February this year, outlining Cornwall Council’s ambition for a sustainable network of leisure facilities in the county, operating without subsidy. Tempus submitted a joint bid in collaboration with Fusion Lifestyle. All bidders were advised of the

outcome of the tender process following a Council Cabinet meeting. Tempus Leisure chair of trustees, Lucy Black said: “We are extremely disappointed to have been unsuccessful in our bid for the future operation of leisure services within Cornwall. We know that we submitted an excellent proposal but this was obviously surpassed by our competitor. “We will be taking some time to consider the next steps for Tempus.”

THREE friends have joined forces to create a new meal prep business – and are looking for gyms and personal trainers to partner with. FitPrep has been created by Craig Regan, Chris Hall and Ashley Burton who between them have a mix of experience in fitness, business and catering. The trio came up with the idea after chatting about their own fitness and nutrition and realising there was a gap in the market in their local area for a service which helps individuals maintain a healthy diet, while taking away the hassle of shopping for and preparing meals. As well as working with individuals, they also had the aim of creating a package which could benefit fitness professionals; joining forces with PTs and gyms to publicise FitPrep in their facilities and refer clients and members. Chris said: “We all have a health and fitness background and different experiences in health and nutrition. “There’s a massive correlation between performance and managing your health and fitness and nutrition. “You don’t have to be the next Usain Bolt or Bradley Wiggins but you can set time aside in your daily routine to keep active and fit and eat balanced

nutrition.” The business has just launched and already the trio have secured their first clients, including Impulse Personal Training in Dunstable, Bedfordshire. And after a successful start, they are now looking for more fitness industry businesses to partner with, as well as securing a permanent commercial premises in the new year. Chris added: “With personal trainers, we can approach and say we can help to keep your clients with you. “It gives them an additional core service to offer, which is good for retention. “The personal trainer wins as they are looking more professional to clients, the client wins as they are getting assistance with their goals and needs and we are getting new business generation. “It’s a win-win-win scenario for everybody.” The business is also looking to work with gyms and has a developed a presentation pack for clubs to explain the benefits to them and their members of getting involved. Chris added: “All gyms have to do is provide access for us to market to their members in a structured manner. “There’s no obligation.”

UK FITNESS SCENE

Programme aims to inspire new generation of disabled leaders By Christina Eccles

A NEW scholarship programme has launched to help fast-track talented disabled people into senior leadership positions across the physical activity sector. The Matrix LeadAbility Scholarship Programme, which will be sponsored by Matrix Fitness and co-ordinated by ukactive in conjunction with Aspire, seeks to proactively address the underrepresentation of disabled people in senior leadership positions. The LeadAbility scheme will initially provide fully funded places on the 2017 Future Leaders Programme for the brightest and best disabled up and coming leaders in the physical activity sector, where they will receive expert teaching, training and mentoring during a week-long course at the IESE Business School in Barcelona. The LeadAbility candidates will be selected by a talent identification panel led by ukactive and Aspire; a national charity which works mainly with people who have been paralysed by Spinal Cord Injury. ukactive executive director Steven Ward said: “LeadAbility will unlock

the door to boardrooms across the physical activity sector, levelling the playing field and offering the most talented disabled individuals a route to the top. “The programme will eschew tokenism and provide a rigorous and challenging learning experience, which will provide successful candidates with the skills and confidence to take physical activity to new heights and make it accessible to every community. “It is only worth applying if there is total confidence that a candidate has the ability to one day serve as a CEO or senior director of one of the leading organisations in our sector. “We are delighted that Matrix have risen to this challenge to support us. “If every organisation in the sector shares a fraction of this commitment, we can transform the diversity of our sector and demonstrate that this truly is a forward-thinking sector ready to deliver the increasingly important role that it will play in the future of our nation.” Paralympian and ukactive chair Baroness Tanni Grey-Thompson added: “LeadAbility provides a fantastic opportunity to diversify

Hilary Farmiloe, InstructAbility Manager at Aspire, Steve Ward, ukactive executive director, Penny Mordaunt MP, Minister of State for Disabled People, Work & Health, Joe Townsend, Matrix ambassador and Michelle Smith, Matrix marketing exec. our workforce by helping disabled people land senior positions in the physical activity sector based solely on merit. “It also demonstrates another proactive step towards being the allinclusive sector that we aspire to be, whether it is in our teams or growing our market by attracting new people

through our doors who might have previously felt our services were not for them – both disabled people and the wider population. “This is a perfect opportunity for employers to get behind the scheme and help shape the future, rather than being part of the past sector we are leaving behind.”

UK FITNESS SCENE

City’s leisure facilities set for improvement and £1m investment By Christina Eccles

A group of staff from Sheffield leisure operator SIV took time out of their day jobs to support a community clean-up of the Winn Gardens estate in Hillsborough. The volunteers joined the city’s Streets Ahead contractor, Amey, Hillsborough councillor George LindarsHammond, St John’s Church and local youngsters to pick litter from the estate’s streets. More than 40 people were involved with the project, designed to educate the community about litter and its impact on a local area. Hillsborough councillor George Lindars-Hammond is pictured with local youngsters and Tim Hicks, general manager of Hillsborough Leisure Centre.

Centre is one of UK’s best A SMALL independent leisure trust is celebrating after a second of its sites was ranked as one of the UK’s top performing leisure centres. Of the more than 650 sites registered with Sport England’s quality scheme Quest, just 12 centres across the whole of the UK have received a rating of outstanding. Two of these are operated by Tonbridge and Malling Leisure Trust, which runs three leisure centres and one golf course on behalf of Tonbridge and Malling Borough Council. Larkfield Leisure Centre has recently been awarded the accolade; joining

sister site Tonbridge Swimming Pool, which achieved the award in 2015. Chief executive of TMLT Martin Guyton said: “This is a huge achievement for TMLT. “Two of our three leisure centres now form part of a very small group of outstanding ranked sites in the UK. It shows that local trusts can operate the best centres in the sector while staying true to the goal of providing services to meet the needs of their local populations. This success is due to the commitment of everyone involved in the trust and most importantly, the front line staff delivering our services.”

LEISURE facilities in Portsmouth are set for more than £1m of investment and improvements after Portsmouth City Council awarded BH Live a 10-year contract to manage six venues in the city. Management of Mountbatten Leisure Centre, Portsmouth Gymnastics Centre, Portsmouth Tennis Centre, Eastney Swimming Pool, Wimbledon Park Sports Centre and Charter Community Sports Centre will transfer to cultural trust BH Live on February 1 2017. BH Live already works with the council managing Pyramids in Southsea, one of the region’s largest leisure and event venues. Since 2013, the trust has invested in Pyramid’s facilities and significantly increased activity participation and improved event programming. The trust has pledged to broaden the appeal of the six additional venues to make them accessible to all and encourage more people to get more active. This will include improving facilities at the sites such as new children’s activities, a Terrace Café and a refurbished reception area at

“Improving the health and wellbeing of communities through physical activity, promoting major events and boosting sports development are high on our agenda...” Mountbatten Leisure Centre. Multi-site membership, concessions for people on low income and pay-asyou-go prices will also be launched. BH Live’s chief executive Peter Gunn said: “With shared ambition to increase community participation and improve services, we are delighted to extend our offer across Portsmouth, working closely with Portsmouth City Council to create a more active city. “Improving the health and wellbeing of communities through physical activity, promoting major events and boosting sports development are high on our agenda, as is improving the overall quality of services, supporting the local economy and contributing to environmental improvements.”

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

@_ActionPR‬: Brilliant to see our lovely client ‪@EveryoneActive on two recent covers of ‪@ WorkOutUK ‪#EveryoneActive ‪#WorkOutMagazine ‪#FitnessPR @richcallender‬: Excited to be asked to judge at the National ‪@ FitnessAwards and so happy to watch people/clubs aim for stars. Good luck everyone involved. @Stetops‬: Looking forward to analysing this year’s National ‪@ FitnessAwards finalists. They always inspire me to work harder! Best get my judge’s cap on! @TheEdgeLeeds‬: Proud members of our team with our certificates; shortlisted in the National Fitness Awards! ‪ @RibbyFitness‬: Our member ‪@ NeilScurrah with his certificate of nomination for ‘Member Achievement Award’ at the ‪@ FitnessAwards in Dec! ‪#fitness ‪#Motivation @Kings_Rec‬: Great to show Andrew around our centre this morning and looking forward to attending the awards in December ‪@FitnessAwards.

@MasBodyDev‬: DO NOT DISTURB..... ‪@WorkOutUK – Coffee and oats.... happy Friday everyone. @FoxhillsSurrey‬: Keep your fingers crossed for us ‪#nfa ‪#fitness ‪#FitnessFriday ‪@ FitnessAwards @scottwb1‬: Great to see ‪@ ChristinaEccles ‪@WorkOutUK ‪@FitnessAwards today for our shortlisted visit, all the team ‪@ BurnleyLeisure have fingers crossed.

A new luxury spa in the Lake District has officially opened its doors. Brimstone Spa is available exclusively to guests staying at Brimstone Hotel and on the Langdale Estate and offers a sensory experience inspired by the Lake District landscapes. Features include a private spa suite for two, seven thermal experiences, an infinity pool, a range of chill out areas, 10 treatment rooms offering specially developed ‘Pure Alchemy’ treatments and a deli.

Editor’s Comment FROM tapping into technology to the growth of hybrid fitness spaces to the latest in wearable devices, this issue it’s all about the trends. As another year draws to a close and we start looking ahead to 2017, we’ve rounded up the experts to give us their views on what will be the biggest things to watch out for in the fitness industry next year. And it makes for some interesting reading... Turn to page 38 to take a look at their predictions. Do you agree? Have you spotted something different? Let us know – we’d love to hear your thoughts! Also this issue, we take a closer look at some of the newest facilities to enter the market. From JD Gyms’ latest offerings to Olympic rower Zac Purchase’s new studio in Marlow, it’s great to see new clubs popping up around the country. We’ll look forward to hearing how these businesses progress over the coming months and again, if you’ve recently opened a new gym, or refurbished your existing facility in

time for the new year membership boom, we’d love to hear how it’s going. As this issue of Workout goes to print, we’re just days away from the 2016 National Fitness Awards and Conference in Leicester. The day and evening events are always a big highlight of the year for the whole Workout team and we’re really looking forward to celebrating the achievements of all our finalists with sponsors and guests at the Athena. Watch out for a round up of all the action from the conference and awards in the next issue, where we’ll be revealing a full list of winners and runners up, as well as details of their award-worthy achievements and why our judges chose them to take home the trophies. Over the coming weeks, we’re also looking for more fitness challenges to try for our New Year issues. So if you have a class or workout you’d like to invite our team along to, let us know and we could be visiting your facility to try it out. Have a great month and we’ll look forward to hearing from you!

Christina Eccles

This month’s hot topic:

Are you organising a Christmas themed event in your gym? Whether it’s a festive fancy dress class or a themed charity event, we’d love to hear more about your Christmas plans. Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

UK FITNESS SCENE

Hatton Health and Fitness has worked closely with suppliers Matrix and Jordan to provide their members with a state-of-the-art facility to train in.

Full refurb for former boxer’s gym By Olivia Taylor A GYM owned by former four-time world champion boxer Ricky Hatton is going from strength to strength, after a full facility refurbishment. Hatton Health and Fitness in Hyde, Greater Manchester has worked closely with suppliers Matrix and Jordan to provide their members with a state-of-the-art facility to train in with the very latest in cardio, strength, functional equipment and spin studio. The investment in the refurbishment was designed to provide members with a motivating,

state-of-the-art facility while retaining the same great value membership at just £19.50 per month based on a 12-month contract. Managing director John Eade said: “The gym refurbishment has been really well received; our members love the new equipment and we’ve experienced a growth in sign-ups consequently, with many coming through as member referrals.” The partnership with Matrix has also led to a refurbishment of the pro boxing gym above the main gym floor, which is used to train Hatton’s growing stable of young professional fighters in the day and open to the

gym members in the evening. The pro boxing gym also provides the training facility for a number of Hatton Academy workshops where fitness professionals can learn how to incorporate boxing skills into their existing programmes on the only courses to be accredited by both REPs and the British Boxing Board of Control. Gym manager Karla Latham added: “The gym is fantastic and our staff are delighted with the new equipment on site. “We work hard and invest in our team to ensure they are well trained, enthusiastic, knowledgeable and

approachable, and great at working with our members across a range of training and fitness goals.” The team at Hatton also ensure their staff are kept happy and up to date with training, so they’re able to pass their expertise onto members. Instructor Danny Yates added: “I can honestly say I have developed as an instructor thanks to the opportunities given by the gym’s management and the fantastic working environment. “The classes are always full and there is a friendly community feeling amongst members, making them a pleasure to teach.”

Operator to lead new physical activity service in Stockport

Former business development director at Places for People Leisure Tim Hewett has joined the board of trustees at Active Nation. Tim will bring to the charity a wealth of expertise in new business development and growth strategy, building upon Active Nation’s blueprint to break new ground in the industry. Honorary president Bob Paton said: “We are excited to have Tim join us and with his credentials, consider it a huge compliment. He brings with him huge leisure management experience as well as being innovative and inventive, which combined, will accelerate the board’s current plans to develop Active Nation’s leading edge.”

STOCKPORT based operator Life Leisure has been awarded the contract to fulfil the borough’s new Specialist Physical Activity Service for local residents. The new contract award follows the organisation’s successful delivery of the Physical Activity Referral in Stockport (PARiS) scheme for the last seven years. The new service will build on the achievements of PARiS to help even more people with chronic health conditions to get and stay active; focusing on falls prevention, cardiac rehabilitation, long term health conditions and physical activity for weight management. Senior physical activity development officer Michelle Childs said: “As well as improving their overall health and wellbeing, becoming more active can help people who’ve been affected by illness to regain better quality of life, confidence and motivation. “Often people who’ve been affected by a health condition can struggle to find the right ways to start taking up physical activity again. “By putting the person at the heart of the service, they are able to lead on how and where they become more active and can do it at their own pace.

Service user Colleen Platt with Michelle Childs, senior physical activity development officer. We advise on the most appropriate to align with the ambitions of the methods to suit their condition, Stockport Together programme, whether this be visiting a gym, which aims to create a single swimming or other activities in their strategic plan to improve health local community, but we encourage and social care services across the participants to take ownership for borough. their health and physical activity.” The new service, which is expected Commissioned by Stockport to support around 1,500 people Metropolitan Borough Council, the every year, will be delivered by a service will receive referrals from specialist team, all of whom have GPs, cardiac rehabilitation services, worked in this arena for many years. physiotherapists and weight As well as operating from Life management services. Leisure’s facilities, the team will also It will take an integrated approach be delivering services in the heart of with other local service providers local communities.

UK FITNESS SCENE In the second part of our feature on boutique fitness, the experts at Escape tell us the key market drivers which shaped the sector – and reveal their top tips for creating your own boutique business.

The key market drivers that shaped boutique fitness ... Entrepreneurial fitpros The new wave of fitness innovators are committed to providing a niche (often to fill a gap in their own fitness journey). These are often millennials, prepared to set up on their own (and have a generational connection with their customers). A diverging market As the market matures and grows, it must split. Consumers who don’t want to engage with the traditional model can now choose from budget gyms, or boutique niche. New business models Boutique offers the opportunity of fresh business architecture built from the ground up. This business model is low on facilities, choice, and membership plans and high in design, atmosphere, and tech. It’s about flexibility, choice, and results, but no contracts. A model which relies on customer knowledge, branding, communication, and delivering excellence through strong talent.

A compelling differentiator Boutique studios do just one thing but execute it with brilliance. Get it right, and your entire reputation will be build on excellence, personality, and specialism. Boutiques have a USP which makes marketing and communication more effective. And their choice of equipment underpins their brand story. Technology and social media Smartphones, wifi, mobile apps, and constant connectivity give the fitness consumer a sense of autonomy over their fitness journey. The time is right for excellent customer service and integration. Discerning customers Today’s most active fitness consumers (and the next decade’s main market) are aspirational. They need to make good use of their time and money. They are discerning about brands, and drawn to a sense of belonging. Where do you fit in the future of boutique? Just as boutique fitness has emerged

with perfect timing for the Millennial generation, it will grow with them. From where we’re sitting, we predict the boutique industry will mature to serve three distinct types of customer: The loyal member These members only train at their boutique gym, paying session prices two to three times a week. The supplementary member These members have a traditional gym membership but supplement gym visits with weekly boutique classes. The drifter These members have gravitated away from boutique, possibly for budget reasons. Boutique operators won’t have everything their own way. We see the big box operators fighting back; changing their group fitness programming to suit the Millennials who will become the core market, mid market and older generation over time. The face of group exercise will

change, with big box gyms offering boutique facilities in their studio spaces. One of Escape Fitness’s most successful boutique clients is Another Space, sister company of London gym Third Space. Another Space offers cycle, HIIT, and yoga sessions on a no-membership basis. Based in the heart of the West End, close to London’s theatres, Another Space has based its ethos around an unforgettable experience. Managing director Jason Tubbs told us how the business keeps customers coming back for more. He added: “The boutique scene in New York City had shown us that people are willing to spend extra for an outstanding experience. “We looked at the USA model, and adapted it for the British market. We created a phenomenal facility, but it goes beyond the bricks and mortar.” Jason explained how Another Space invests in its people to create a tantalising customer experience. He added: “Getting boutique right is not about one single factor. It’s about doing everything exceptionally well.

UK FITNESS SCENE “We pay attention to the entire customer experience from the website, to how they are greeted, to how the product delivers. “Our instructors go through an audition process. They are then sent on 16 weeks of training which includes performance coaching, anatomy, and physiology. They work with vocal coaches to protect their voices. “Our reception staff are West End performers. We invest heavily in developing our people. The customer experience is about feeling special, excited, and valued. “Anyone can replicate a facility, but it’s hard to replicate people and feelings.” Through consulting with many boutique clients over the years, we’ve learned the certain specific principles to a successful boutique. We can show anyone how to apply these elements to their own business. Escape’s Matt Morton added: “Once you’ve got the basics right, you need products that define your USP. “As

Best’s Bootcamp is an example of a boutique gym. competition in this space increases over the next two years, consumers will have more choice. You’ll need to stand out. We can design and develop a bespoke product which

becomes central to your branding and marketing.” Boutique will need to keep growing to keep its captive audience engaged. We’ll see a focus on encouraging community bonding (in and outside of classes), providing rewards and achievements, and offering new trends with no pressure to commit. Jason added: “Boutique is still a juvenile market in the UK. There is exciting scope for businesses to innovate and own the sector. The opportunity for growth in the UK is huge.” Kevin Yates of TRIB3 sees plenty of scope for partnership as the boutique sector consolidates. He added: “I predict five to eight more years of the boutique boom. After that, the sector will settle and we will see the next wave of boutique. “Big box gyms will respond by hiring better people and offering mini-boutiques within their gyms. And I think there is scope for boutique fitness offerings in stores and retail spaces, similar to the

Borders and Starbucks partnership. The synergy will continue to focus on giving consumers a richer lifestyle experience.” There’s one question we haven’t answered yet. Is there space for boutique in markets other than the Millennials? We think there is. Matt added: “The boutique model is for serious fitness enthusiasts but that doesn’t have to be millennials. I predict that boutique facilities will expand to have a broader reach, targeting older populations, or country club members. “The key will always be knowing your target market and building products, workouts, and branding around them. Develop a compelling service that gives them everything they need.” Boutique might be new, but don’t dismiss it as a trend. Could it work for your business? You could be part of the innovative generation changing the face of the industry. Make boutique your own. It’s there for the taking.

10 steps for navigating the boutique revolution By Matthew Januszek “This latest change to the fitness industry will affect us all. It is challenging your business model and placing you under financial pressure. Here’s what I’ve learned from working with boutiques in over 80 countries at various stages of evolution.” n Don’t leave it too late: innovate now rather than scrambling to catch

up. n Clearly differentiate (be something great to someone, not everything to everyone). n Create a consistent level of service that could be scaled. n Lead the way by reinventing how you service your market. n Have a clear defined plan and strategy (not too many goals or ideas). n Work to a reactive, agile business model.

n Make sure your equipment is fit for purpose and reflects your brand. n Cater solutions around your member type and ability (support them). n Your team must be skilled, expert, and continually trained. Deliver excellence. n Have a branded programme that keeps your space exciting week after week. n Matthew Januszek is Escape Fitness customer solutions director.

Matthew Januszek

Billed as a fun and addictive dance workout, members at a club in Barnsley are loving Les Mills SH’BAM. Workout editor Christina Eccles joined them for a class.

A SH’BAM workout takes participants through choreographed routines – including music from different dance styles.

Popular classes aim to leave people ‘sweating and smiling’ THE concept of SH’BAM is to leave participants ‘sweating and smiling’, according to Les Mills UK regional training co-ordinator Phil Harrison, who believes dancing is a fast track way to happiness. And with no dance experience required and a motivating and uplifting soundtrack to accompany the routines, this is a class proving popular with all ages and abilities. Phil said: “SH’BAM is popular because it appeals to such a wide variety of people, from those in their teens to those in their 70s, female or male, those with dance experience or those without. “The focus isn’t on getting the moves to look perfect or to have a hardcore workout but on simply having fun with music, movement

and everyone else in the class.” A SH’BAM workout takes participants through choreographed routines – including music from different dance styles – and is going down well with gyms looking to add something new to their group exercise timetables, as no specialist equipment is needed to deliver a class. Phil added: “All a gym would need is a space to dance in, a music system and a head mic for the instructor taking the class. Mirrors aren’t needed, however having the option to dim or alter the lighting can help to create a more relaxed and fun environment, but it isn’t an essential. “Dance classes can also be the perfect combination between challenging and fun.

“For most of us dancing is both physically and mentally challenging. It combines the processing, co-ordination and execution of unique movements and requires a lot of genuine concentration.” The team at Les Mills also works hard to ensure the classes are kept both challenging and fresh for regulars, while also being suitable for newcomers who may join part way through a release. Phil added: “By using a wide range of music genres including current, popular chart music and ‘throwback’ tracks, each SH’BAM release has a unique feel and freshness to it. “A new release containing new moves and music are choreographed every three months to help keep members engaged and coming back

for more. “Almost every move in a SH’BAM class has three levels to it, starting simplistic with either just the arms or legs moving so that everyone in the class feels successful right from the very beginning of each song. “Gradually the move adapts with the music, including; getting faster, adding turns, jumps etc. “All of which are taught in such a way that the participants feel no pressure to do anything they are unsure of and that it is totally OK for them to dance the move in their own way. Having no pressure to ‘perform’ the moves means that everyone in class can challenge themselves however they want to on that particular day – and have a great time doing it.”

Having ‘The Time of My Life’ at SH’BAM AS a lover of dance fitness, I was very excited when Les Mills asked if I’d like to try out a class, as SH’BAM immediately jumped out at me as something I would enjoy. And hearing that a class takes place just down the road from the Workout office at Bannatyne’s in Barnsley, it seemed like the perfect opportunity to give it a go. When I arrived at this club for the class, the first thing which struck me was how friendly everyone was. Although this gym is practically on our doorstep, I’ve never actually been, but as soon as I stepped through the doors, I was greeted with a warm welcome from reception staff – and this followed through with everyone I met. The friendliness of all the gym staff and my instructor Tracey made a huge difference to me – as I imagine it would to any new member. I felt at ease, rather than nervous, going into the studio and was eager for the class

to start. Even as a complete SH’BAM novice, I found the moves were mostly easy to follow and having harder and easier options meant that more advanced participants could be challenged – without leaving newcomers like me overwhelmed. The music also added to the enjoyment, with current hits sitting alongside old favourites on the soundtrack. There was even the chance to try out a routine to the iconic track, (I’ve Had) The Time of My Life, from Dirty Dancing. And in the spirit of the song, I’m happy to say I did! Everyone in this class seemed to be really enjoying themselves, which is testament to the strength of the routine, the music and the talent and enthusiasm of our instructor. It was also a great workout. If I was a member at this gym, SH’BAM would definitely be a part of my regular routine. It’s easy to see why it’s so popular.

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With the strapline ‘Fitness Just Got Serious,’ award winning JD Gyms is aiming to shake up the market. Workout spoke to managing director Alun Peacock about the story so far – and the operator’s ambitious plans for the future.

JD Gyms currently has eight gyms up and running, with a further two planned to open their doors early next year.

Award-winning operator plans to shake up the fitness market SERIOUSLY stylish and seriously affordable is the ethos of JD Gyms... And with eight clubs already up and running and two more opening in early 2017, the concept is going from strength to strength. Alun explained: “We’ve raised the bar in the low cost fitness sector by giving our members a premium gym experience at a £19.99 a month or less price point. “Despite our cost effective price point, we set ourselves apart by priding ourselves on our standards, cleanliness, maintenance and member experience. We keep our gyms looking and feeling brand new and desirable to workout in. “Members benefit from a wide variety of the industry’s best equipment, functional fitness areas with prowlers and rigs and luxury changing rooms with saunas. Nothing in our gyms is basic, everything is of an excellent standard which is incredibly good value for money. “And the added extra of us offering an average of over 300 classes a month at each gym, all included in their membership fee, gives us that extra wow factor. Even all of our Les Mills classes, yoga, Pilates and so on are all included – no extra fees.” A big highlight for JD Gyms during 2016 has been expanding from four clubs to eight – and the brand is continuing to grow. The latest openings in Leeds

Alun Peacock and Wigan have already been well received by the local community, with more clubs planned for 2017. Alun added: “All of our new openings this year have been record breakers in terms of membership numbers, whilst our existing gyms continue to uphold excellent standards, develop their fantastic reputations and enjoy positive net gains and expanding member bases. “Another highlight is how we’ve recruited well to build an amazing team of experienced and dedicated fitness professionals who are incredibly close, despite being based hundreds of miles apart at different sites. Staff retention is incredibly high as we give our team the right rewards and development opportunities, we invest in them and their environments.

“The openings at Wigan and Leeds went phenomenally. The need for low cost clubs of our calibre is highly evident in terms of take up and feedback. Wigan and Leeds are our biggest and best gyms yet. “We work on a principle of continual improvement and each gym we create has new features, improved designs, extra areas and so on. The integration of JD BURN bootcamp areas at our most recent gyms has been very well received.” However, as with many operators, JD Gyms has also had to deal with local competition and the challenges which come with opening a new gym. Alun added: “Our Wigan site saw all major chains in the area slashing their prices to combat our arrival, yet we’ve successfully penetrated the market by offering a premium product on a non-contract, excellent value for money basis. “Our Leeds site’s pre sale phases went head to head with another low cost gym chain opening just 250m away. Despite the fierce, direct, competition, our Leeds gym opened the doors with more members than any of our other gyms opened with thus far. “We’re incredibly pleased with these achievements and they are real testament to our product and offering. I think our main challenge is because we design such desirable, top class gyms, and keep them

well maintained and clean, and continually reinvest in them, people want to come and use them, and keep coming and using them. We attract ‘serious’ gym goers who use us well. “You could say we’re victims of our own success, in that we don’t have the luxury of many dormant members, which means we have to work harder to upkeep our standards and levels of maintenance – but we do it very well.” Another highlight in the business so far has been winning the Budget Gym of the Year award at the 2015 National Fitness Awards and the club is hoping for more success at the event this year; with its Washington and Liverpool sites both up for trophies. Alun added: “Winning last year meant a great deal to us and the success of that night has carried the business forward through this year. “Our gyms look great, they feel great, they are great, but to be able to say they are officially the best in the country is something that we haven’t taken for granted in the last year and it’s something that we categorically want to be able to do again throughout 2017. “Not only has the award assisted us with sales and marketing promotion, but it has helped us greatly in terms of showcasing us within the wider JD Sports PLC and also has given us real credibility with landlords for future sites.”

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The fitness industry’s great contradictions By Dave Wright AN industry that requires you to sweat, to breathe heavy, to push yourself to get any benefit is a tough sell, and obviously we have to communicate how the benefits outweigh that investment. So as 2016 comes to an end, it’s worth thinking about all the new people that we have introduced to our clubs who have embraced a new journey of fitness. On the flip side, it’s worth thinking of those members we lost who we couldn’t help achieve their journey. Ask yourself ‘How many members do you have today versus how many this time last year?’ Are you winning, losing or standing still? Yes it’s a frustrating game, but as we all prepare for a new year and hopefully a flurry of new members, it’s worth looking at some of the reasons why I believe, we as an industry contradict ourselves. Here’s a few that come to mind: n We talk about the importance of retention yet focus on sales. n We look at rewarding effort, but don’t make the process effortless. n We say that we are a people industry yet non service clubs are making money. n We say we are here to help, yet we want to overcharge for that advice.

Dave Wright n We talk about creating a culture yet push customers to external platforms. n We say we are the solution to weight loss, yet offer crisps and junk food at our sites.

n We encourage wearable technology, yet most are inaccurate and irrelevant. n We pretend we know our members yet we don’t even know how hard they workout. n We say we understand our clubs but don’t even train at them. Now I’m sure many are reading this thinking ‘that is not the case with us.’ If that’s true, then that’s awesome! Many are. You see, I believe that there is a tsunami that is coming regarding the need and desire for the population to improve their health. We as an industry have had roughly 50 years to try and get it right. We need to learn, change, adapt and take action so that we don’t fall into the same trap of Blockbusters or Kodak. And yes, I’m open for contradiction. n Dave Wright is the CEO of CFM (Creative Fitness Marketing), CEO and creator of MYZONE, owner of the Feelgood Fitness & Voyage Fitness Club Chains, a former Board Director of UK Active 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

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Graves Health and Sports Centre in Sheffield has welcomed Olympic Trampoline Silver medallist Bryony Page to her new training home. Bryony made the move to Graves following the opening of a brand new gymnastics and trampolining hall. The facility, which provides state of the art equipment in a purpose built hall, is one of only three centres in the UK to be titled a Centre of Excellence for trampolining, offering four elite trampolines, five sunken trampolines and a foam pit. Graves Health and Sports Centre general manager Alex Greaves said: “We’re very excited to have Bryony training here and look forward to following her amazing journey. I hope many more up and coming gymnasts will follow in her footsteps and look forward to supporting them all in achieving their goals.”

Organisations unite in Quest for success

By Christina Eccles

A GROUP of 10 sporting organisations in Greater Manchester have collectively completed a tough assessment by Sport England’s leading quality scheme, Quest. Set up last year, the Greater Manchester Quest Consortium is made up of GreaterSport, the region’s CSP, plus Manchester County FA, four local authorities and four leisure trusts. It is the first time multiple organisations have worked collaboratively on the Quest improvement and quality assurance process. The process, which lasted 17 months, began with a joint planning and preparation day. Each partner then completed an individual Quest for Active Communities assessment – aimed at organisations involved in sports development – before finally participating in a group benchmarking workshop. Five of the partners completed the two-day Quest Plus assessment and five completed the one-day Quest Entry assessment. GreaterSport played an advisory role throughout, and the same assessor conducted all 10 assessments to ensure consistency across the results. Key aims of the initiative

included raising standards through continuous improvement and offering reassurance to customers and commissioners through accreditation, as well as further driving improvement by sharing best practice, innovation and expertise. Deputy CEO of GreaterSport Matt Johnson said: “Historically, the Greater Manchester sporting fraternity has a positive track record of working together, which is why we felt a collaborative approach to Quest could really add value. “In an era where localism is becoming key, especially with Greater Manchester’s first mayoral election coming up next May, it is important that the main delivery agents are accredited in order to reassure both future customers and commissioners. “At the same time, this was a real opportunity for us and our partners not only to self-assess and gain the benefit of external assessment, but also to obtain the views of our peers. “All the partners embraced the experience, and the process highlighted both some real strengths and common areas for improvement. “The group now intends to continue working together with a view to cascading good practice, replicating what works and improving our collective marketing and insight capability.”

Physical Company signs deal with Precor PHYSICAL Company has signed a new deal with Precor to distribute its latest cardiovascular, plateloaded and strength lines. Products on offer will include the Adaptive Motion Trainer, Eliptical Fitness Cross Trainers and the Selectorised line from Precor’s Discovery Series. Managing director John Halls

said: “As a complete fitness solutions company we strive to be at the cutting edge of fitness development, offering the perfect mix of the most current products. “The products from Precor are a fantastic addition to our portfolio and we are delighted to be able to offer its innovative and durable ranges to our customers.”

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Digitisation – it’s time to take the leap ... By Leon Rudge

The Romford Leisure development.

Operator given contract for 20 further years EVERYONE Active has been named Havering Council’s Sports and Leisure services partner for a further 20 years. The contract will see Everyone Active continue to work with Havering Council to manage the three current leisure centres in Havering; Central Park Leisure Centre, Hornchurch Sports Centre and Chafford Sports Complex. £29m worth of investment from the council will be invested into the sports and leisure facilities, including the new Romford Leisure Centre and Broxhill Sports Park, which Everyone Active will be managing. Everyone Active managing director David Bibby said: “We are thrilled to be appointed as the chosen operator and to continue working in partnership with Havering Council to further enhance leisure facilities in the area. “Everyone Active is committed to engaging with local communities to help more people lead active, healthier lifestyles.”

Spa raises £200 A TEAM from Ambleside health and beauty spa Oxley’s has raised almost £200 for Breakthrough Breast Cancer. The ladies held a pink themed day at the spa, with games such as ‘guess the name of the bear’ and ‘how many sweets in a jar.’ They also baked cakes for donations and held a raffle, with prizes donated by local businesses.

WHENEVER I discuss how our industry will be impacted by digital evolution, I always talk about how we can learn from other industries, and how over time, digital impact comes in waves. But where are we now? I summarise the current stages of digital transformation as doing nothing and digitising what we’ve always done. There are further stages but we need to get off the blocks first. Doing nothing really doesn’t need much explaining but unfortunately seems to be the majority. This is the group that tells me that for years they have been doing it their way and there isn’t any need to change. They tell me how digital doesn’t have a place in their business or their members don’t use it. Is this you? Digitising what we have always done is the group of late adopters who have realised the need and benefit of seamlessly merging the new digital experience with their traditional business. They have taken the leap and invested in digital that extends their customer experience and creates a more efficient business. As a combined industry, I would suggest we are somewhere between ‘doing nothing’ and ‘digitising what we’ve always done.’ We are more weighted towards the former. A nursery worker won first place in the Bikini Diva over 35s’ class at the Miss Galaxy Universe contest in Leicester. Stephanie Utley was also placed fourth in the Bikini Diva open category and fourth place in the Supreme World Championship class – out of 80 competitors. Stephanie said her success was due to many hours of training at Bannatyne’s gym in Dodworth, near Barnsley, and the help of her personal trainer Katie Ford from Fit 4 It.

Leon Rudge In a recent study of 830K apps by Flurry, a Yahoo analytics company, health and fitness app users were the most loyal. Looking at the number of uses versus retention over time, users of health and fitness apps were the standout winners over all others including news, weather and travel. In 2013, the same company reported that the daily usage of apps in the health and fitness category doubled the average app usage rate. So that’s growth, loyalty and retention wins checked off in just a few years. If you are in the ‘do nothing’ group, it’s time to have a rethink. You may think your members don’t use digital but the data would suggest otherwise. Even if you are correct and your members don’t, your prospects

definitely do! Invariably in digital, I find that what operators and trainers think members want or need isn’t always what their members really want or need. Why not ask your members? Then ask your business if it wants to be more efficient? You’ll probably find out some of your members have already made a digital choice and you currently have no part in that member experience. Now is a great time to digitise what you’ve always done. The market is flooding with exceptional full fitness software and app solutions that can centrally manage your business operations, your personal training and your member experience. They can be branded as your own, great value and can complement your current systems so there is no need to change if you don’t want to. If you have or are investing in smart connected fitness equipment, they can also connect directly to these also ensuring a seamless experience for your members. Take a look at the new offerings from your current suppliers but take some more time to seek out some of the new market entrants. Sometimes the easy decision isn’t always the right decision. n Leon Rudge is technology solutions manager – EMEA at Life Fitness.

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Why fitness industry professionals can no longer afford to be digital deniers By Rob May DIGITALISATION is changing our lives. Its impact is felt everywhere – from the government and provision of public services, to how we live our daily lives and communicate. And, it’s no different in the education and training sector. More and more courses are being delivered through e-learning platforms, such as online classrooms, to facilitate a generation of time-poor but determined learners. But the uptake of e-learning courses hasn’t been universal, and some industries have been slower than others – such as the health and fitness sector. So, what is it about this type of training that has led the industry to a consensus of reluctance? Mounting fears The very nature of health and fitness is in the physicality, and much of the reluctance from the industry has centred on the difficulties of translating online training into physical activity. This has led to fears over whether the quality of delivery and assessment can be upheld through online platforms, and whether technology will replace the jobs of human tutors. Firstly, it’s important to recognise that while there has been a

proliferation of unregulated e-learning courses from smaller providers, it is unlikely a reputable training provider will jeopardise its reputation to cut a few corners. By the same token, awarding organisations are training staff to be aware of the processes in place to help them effectively quality-assure training providers who choose to take advantage of digital options. Secondly, tutor contact is still an integral part of e-learning – it’s only the manner in which the contact is delivered that has changed. As the education industry in general moves towards embracing digital in a wider fashion, tutors, teachers and lecturers must diversify their skillset to support and equip learners in innovative ways. Translating online training into practical activity Whilst questions have been raised as to whether e-learning can deliver health and fitness training, there are innovators racing ahead thanks to technology created specifically for industry-related training. Platforms such as ePortfolios assign each learner a tutor with whom they have direct contact for help and support. When it comes to practical assessments, students upload videos of themselves carrying out an activity

Rob May online securely to be marked by an assessor at their centre. For theory exams, there’s eProctoring. This uses a secure browser which shuts down everything on a computer except the system through which the exam is delivered. Candidates must find a quiet environment and will have to sweep the webcam around the room to prove they are on their own and without any notes or contraband. The whole exam is recorded. The future of health and fitness training E-learning and digital courses are on the up and this is due to the

unparalleled access to training these courses grant learners. At YMCA Awards, our mission is to ensure we deliver top quality training that is accessible to all. We want to ensure more people can be helped to understand the impact of lifestyle choices on their general health and fitness. We have been working to increasingly provide centres with e-learning products to support the delivery of our qualifications. We’ve partnered with ICS Learn to deliver distance learning courses, such as Level Two Certificate in Fitness Instructing. Our qualification delivery will continue to meet quality standards, while ICS’s experience with online delivery means the user experience for the learner is not compromised. While online learning may not be for everyone, there is still a high percentage of people retraining and changing careers, so ensuring they have flexible options is important. Training organisations within our sector need to ensure they’re agile when it comes to technology, whilst also robust enough to prevent a subversion of quality. We all know technology is the future – why hold back any longer? n Rob May is director at YMCA Awards: www.ymcaawards.co.uk

GROUP FITNESS

New club uses Apex to support launch offering By Christina Eccles A NEWLY opened club in Southport is seeing success after introducing Apex group sessions as part of its offering to members. Everlast Fitness Club general manager Matty Lee was inspired to choose the 30 minute gym floor classes from Physical Company after experiencing the sessions himself and believing they would be a great tool to attract and engage with members. He explained: “Apex is a great training solution to mention to prospective new members and on our show round tours people are intrigued by it. “Apex is a brilliant way for our trainers to engage with our new members, break the ice a bit and start to build good working relationships. “The format is also a great way for members to get to know each other, which is particularly valuable for a brand new club.” Everlast Fitness Club has taken four of the Apex options – Agility, Ignite, Core and Strength – and offers 18 sessions on its timetable from

Monday to Saturday. Matty added: “I was highly impressed by the format and variety in the sessions and really enjoyed them. “Apex is fast and fun, the time flies by and you work really hard to your own level. It’s great for targeting specific areas and hits your core like nothing else I’ve tried! “We have a lot of football and rugby teams locally and the players from these are keen to try Agility and Strength which have plenty of moves to support their sports training. “They love Core too which focuses time on the mid-section which, often, the guys will overlook. As for Ignite, well, that’s universally popular as it’s a great all-round intense, calorie burning session.” The club worked closely with Fitness Systems to select the best kit for the available space and target demographic. Fitness Systems’ managing director Ian Thorpe added: “We wanted to make the most of the gym space and recommended a decent sized area was set aside for functional training and small group gym-floor sessions.

Everlast Fitness Club in Southport. “Everlast Fitness Club is targeting a broad demographic, looking to pull in the young male audience of football and rugby players as well as young women, commuters, beginners and more experienced

gym users. “It wants to offer sessions and training throughout the day and Apex is great for this as the sessions have broad appeal and can be slotted into the timetable with ease.”

GROUP FITNESS

A team of health club staff and members from Forest Pines Hotel and Golf Resort have completed a charity spin class. The 60-minute class was held in aid of the NSPCC – Qhotels’ current nominated charity – and raised £75.

Pilot classes prove successful Clubbercise co-founder Claire Burlison Green and lead master trainer Sonique Smith.

Clubbercise wins award CLUBBERCISE has scooped the Fitness Brand of the Year award at the National Community Fitness Awards, organised by Project Mayhem. The ceremony was attended by about 100 guests, with co-founder Claire Burlison Green and lead master trainer Sonique Smith collecting the award. Claire said: “We are so proud to

have won the Fitness Brand of the Year award, it was voted for by the public which makes it particularly special to us. “We couldn’t have done it without our amazing instructors and all the people who take our classes. “Together they’ve made Clubbercise a social, inclusive class that is changing people’s lives every day.”

A PILOT class programme has been going down well with members at Leisure@Cheltenham. Staff were trained by a Precor master trainer who showed them the full potential of the supplier’s Adaptive Motion Trainer and how to incorporate it into classes. Leisure@Cheltenham started with a series of taster classes, several times a day, to create visibility and interest in the AMT Team Fit concept. The club then started a six-week block of sessions running three a week; one each of Foundation, Boot Camp and HIIT. At the end of each block, they changed the day of the week to give people the chance to experience the variety of courses.

Classes are free for members as an added value offer and £5.20 for nonmembers – and many participants have signed up for repeat courses. Fitness suite supervisor Chris Davis said: “The AMT Team Fit classes help strengthen relationships with members and feed nicely into our personal training services. “Our clients have been very impressed with the versatility of the workouts and are taking information away to apply to their own training. It increases motivation. “The courses are also effective for those on GP/health referral that suffer from joint problems and benefit from zero impact training. “It gives us a real point of difference.”

GROUP FITNESS

Vicky moves from being a class goer to leading them

By Christina Eccles

National Fitness Awards’ finalist WightFit has held a Children in Need superhero day; running themed classes to raise funds for the charity. The club in Newport on the Isle of Wight held sessions including Body Combat and junior Born to Move classes in fancy dress; as well as hosting a cake sale.

Body’s annual survey launched EXERCISE, Movement and Dance Partnership – the national governing body for group exercise in the UK – has launched its annual survey; designed to encourage more people to participate in group exercise. Aimed at UK class participants, the survey seeks to gather information about satisfaction levels, motivations and participation levels of those who already take part in group exercise classes, including dance-fitness. Gaining insight in to barriers to entry and reasons for inactivity will help EMDP work with partners to address such issues, in particular “drop-out” within the teenage girl target market. The survey is conducted by EMDP’s Insight team in conjunction with YouGov. EMDP CEO Ross Perriam said: “During the past year we’ve seen

interest in exercise classes soar, with thanks to new brands like Clubbercise and industry stalwarts like Les Mills. “The growing 50+ market continues to be attracted to the quality teaching of Medau, the Fitness League and the Keep Fit Association. “These brands and instructors work hard to make exercise classes more accessible to everyone in the UK. “The results of the survey will help us identify major trends and highlight any issues; we’ll be able to use this insight to help and support the rapidly growing number of fitness brands, including technology, in the sector. We all share the same vision – to make the UK more active.” The survey can be accessed at https://g4-emea.yougov.com/ vrjNKfTRjM7qZx and will be live until mid December.

A GROUP exercise instructor has revealed her own fitness journey – going from enthusiastic participant to leading the classes herself. Instructor Vicky Stephen combines her passion for fitness with her day job as a bank manager and has lost over six stones in three years since finding a love for fitness. During her first exercise class, Vicky was so inspired by the instructor it set her en route to her own training. And she’s never looked back. She explained: “I wanted to see if I was capable of doing it. I love to participate and realised how much class instructors give to the participants during their sessions. “I have always been a natural motivator and have put these skills to good use during my time within a corporate environment. I felt combining my strengths with my new passion for fitness would be a great formula.” Vicky completed her Exercise To Music course with Lifetime Training in October 2015, benefiting from the exclusive link up with Les Mills. Vicky added: “Lifetime’s online course was fantastic. Living in Lanarkshire in Scotland means that the availability of good training courses is often really limited. “With Lifetime’s Exercise To Music course I was able to get stuck into the theoretical aspects of the course online and then attend the practical side when I was ready. The support from the Desk Based Tutors was superb and it was fabulous that I always spoke to my own personal tutor. “The practical training was a great opportunity to put the theory I had learned into practice. The tutor was outstanding and there was a great blend of people on the course. I love the Les Mills concept. “My first ever class was a Body Attack class so I was thrilled to become an instructor and be part of their amazing brand.” Vicky now teaches four classes a

Instructor Vicky Stephen leading a class in South Lanarkshire. week at her local leisure centre in South Lanarkshire including Body Conditioning, Legs Bums and Tums and Body Attack. She added: “I enjoyed my experience so much and hope to continue it in the future with specialist training, such as pregnancy or working with children. “I would also love to work with other aspiring fitness professionals and inspire them to become part of this amazing industry.”

GROUP FITNESS

Peak Fitness in Tonbridge’s spinathon has raised £7,500 over three years.

Spinathon raises over £3,000 for poppy appeal A CLUB in Tonbridge has held an 18 hour spinathon in aid of the British Legion’s annual poppy appeal. Peak Fitness started staging the event two years ago with a 12-hour spinathon. Since then they have been adding three hours on each year and will keep going until they reach 24

hours in 2018 to mark 100 years since the end of World War One. Club manager Julie Poole said: “We had over 100 members taking part and our local police supported the event with manning a bike. “The atmosphere was fantastic; everyone had lots of enthusiasm and energy with some members spinning for four hours.

“Without the support of our members we couldn’t have raised this amount of poppy appeal money. “We are very lucky to have such generous and enthusiastic members at Peak Fitness.” This year’s event raised £3163.28, bringing the total to £7,500 over three years.

Outdoor exercise specialist recognised OUTDOOR group exercise specialist British Military Fitness has been nationally recognised for its efforts and commitment to employing Service Leavers. The Nationwide Resettlement Awards celebrate the achievements of Service Leavers who have progressed and developed throughout the transition between life in the Armed Forces to life as a civilian, and acknowledges the efforts and support

from organisations helping the Service Leaver through this period of time. BMF won The FRS Award for the Employer Committed to Employing Service Leavers and was also shortlisted for The Pathfinder International magazine Award for Service Leavers’ Training Company of the Year. British Military Fitness MD, Harry Sowerby, said: “It’s amazing

for British Military Fitness to be recognised for its efforts and commitment to recruiting and working with Service Leavers and we’d like to thank everybody who helped us to achieve this award. Our 500+ instructors across the country are ex or serving military, and we do a lot of work with our staff and charities to support our current employees and new recruits throughout what may be difficult times.”

Active IQ to develop qualification SUPfit founder Lucy McCormick has joined forces with Active IQ to develop a bespoke qualification for Stand Up Paddleboarding for Fitness. The new SUP fitness instructor package combines the elements of stand up paddle boarding, yoga and fitness to give participants the skills to teach three of SUPfit’s signature classes: SUP and Run, SUP Circuits and SUP Stretch and Strengthen. With over eight years’ experience within the water sports industry, Lucy noticed a gap in the market and found that within the fitness industry there was a growing demand for SUP fit instructors. The SUP Yoga and SUP Fitness courses, have been available as additional CPD courses for three years and it was the popularity of these courses that lead Lucy to formalise her training and work with an awarding body to develop a recognised qualification specifically for water sports and activity centres; ensuring professionalism and safety in the emerging sector of SUP fitness. Using their expertise, Active IQ then worked with Lucy to develop

the specific assessment criteria and ensured the modules fulfilled the needs of stand up paddleboard instructors and fitness professionals. Business development manager for Active IQ James Clack said: “The popularity and demand for SUP fitness and yoga has increased dramatically over the past couple of years and we are

delighted to be supporting SUPfit with the development of this new qualification. I thoroughly enjoyed developing the qualification and can see it has great potential for instructors and centres.” The first course will launch early next year, taking place on January 20 and 21 at Lagoon Watersports in Brighton.

NEW FOR 2017

As another year draws to a close, the industry is looking forward to what 2017 will bring. Here Workout speaks to the experts who reveal what they believe will be the hottest trends to watch out for over the coming months.

Experts reveal their hottest trends to watch out for ... on their achievements – was that workout a personal best, how does it compare to their last visit? “Members expect instant feedback and our challenge as leisure operators is to replicate this in centre and deliver a personalised joined-up gym experience. “For example, allowing members to set a goal and track their progress digitally. “Providing a way to share that improvement is also key, so customers can let friends know about their PB or post the details of the great class they just participated in, via social media sites or community pages.”

Mark Talley Mark Talley, Everyone Active group fitness manager “The development of apps and fitness devices mean that people are used to receiving personalised data on their performance. “Gyms need to mirror this, offering a tangible way for customers to track their progress and provide statistics

Richard Sheen, national sales manager, Pulse “The trend of functional fitness is definitely here to stay and we’ve seen a huge demand over the past 12 to 18 months in creating dedicated functional spaces. “However, the move is now towards hybrid studios and gym areas that can be used for both functional fitness and traditional group exercise classes without compromising on space.

Richard Merrick

Richard Sheen “We have seen great advances in gym design and layout to incorporate these types of spaces, bringing innovative new kit into the limelight. “The use of clever storage allows even smaller gyms to accommodate functional fitness kit and the traditional group exercise class.”

Richard Merrick, group fitness manager, Freedom Leisure “With an ever-growing ageing and retired population, there has never been a more important time for the fitness industry to engage with and enhance its offering for older adults. “Coming in at number 11 in the American College of Sports Medicine’s annual fitness trends

NEW FOR 2017 survey, we couldn’t agree more that this is a vital area of fitness to focus our attention towards. “We see this as huge trend in 2017, which is why we have already sent some of our staff on a Functional Fitness MOT course. “The course gives our staff the correct skills to review customers’ functional fitness levels relating to everyday tasks and will allow them to identify any risks such as falling or any muscular imbalances a member might have. “The course is specifically aimed at older adults as a guide to help them identify potential issues early on before using it as a tool to encourage physical activity.”

“For those already qualified, we are developing standalone, individual CPD courses which will allow us to respond quickly to technological advances and allow fitness professionals to top up their skills and knowledge as technology drives forward. “There is a risk with the technology trend too, however, which is that the soft skills can be overlooked. Fitness instructors need empathy and people skills to run alongside their use of technology. “If we’re not careful, ‘trendy technology’ will overshadow basic communications – the art of really listening, empathy and personal face-to-face feedback. We must tread carefully….”

interaction. This will result in a trend towards more robust and reputable training courses as employers and prospective employees realise this is what is needed to ensure tomorrow’s trainers are ‘work ready’.”

Sue Anstiss

John Halls

Rob Johnson

Jenny Patrickson Jenny Patrickson, managing director, Active IQ “2017 will see technology continuing to be a major influencer: it remains fast-moving so we must remain flexible with the content and delivery of our qualifications. ‘We’ve already responded to the opportunity that technology represents by developing qualifications that give individuals a grounding in networked fitness, social media, health and fitness apps and wearable tech, plus the research skills they will need to keep abreast of technology.

Rob Johnson, managing director, Future Fit Training “The results of our Raising the Bar 2016 report give a strong indication that this coming year will see a move towards greater demand for longer, in-depth training and qualifications with employers calling for more comprehensive training to be taken over a longer period of time and include genuine, real life case study work. “2017 will see more employers moving towards raising the level of what they deem to be the minimum standards of entry for their personal trainers and training providers will see greater demand from trainees for in-depth courses including practical gym floor experience and case study

John Halls, managing director, Physical Company “A trend we expect to see take off in 2017 is embedding Near Field Communications tags into fitness kit to enhance users’ workouts and encourage greater interaction with their fitness kit. NFC is a method of wireless data transfer that detects and enables technologies in close proximity to communicate with each other. “This allows smartphones and other enabled devices to communicate with NFC tags embedded in kit. “We have embedded NFC tags into our new Performance Rollers and PBX Bags which will be launching early 2017. “The tags are loaded with key exercises to try with that kit so when the user holds their smart phone over the tag, the information uploads to show a range of ideas. “With technology leading the way in fitness trends for 2017, we think NFCenabled kit will become increasingly in demand and is most definitely coming to a gym near you in the next few months.”

Sue Anstiss, MD Promote PR “Women’s strength training will become more mainstream, with increased equality in gyms and weights areas will no longer ‘off limits’ to female members. The popularity and effectiveness of functional training will undoubtedly result in a decline of space allocated to traditional CV equipment. Innovative operators will lead the way for the sector – fully embracing ‘wearables’ and incorporating digital tools to measure, motivate and share member data. I think we’ll also see swimming ‘re-invent’ itself to become a more engaging and social form of exercise. Today’s consumers demand variety and choice in all things, leading to a reluctance to commit to annual memberships at one venue. This is reflected in the growth of companies such as PayAsYouGym and ClassPass and the increased popularity of boutique facilities offering pay as you go workouts. At a time when Sport England has £250m to spend moving ‘inactives to actives’ are our gyms and health clubs really offering accessible venues, programmes and staff to attract the inactive market, or in reality are we just churning the ‘active’ 12 per cent of the population across our venues?”

NEW FOR 2017

style HIIT classes. Digital based workouts and self-guided fitness will become more prominent and I think Yoga will continue to enjoy its surge in popularity as the wellness and fitness markets continue to merge. I also believe mobility based training and functional training will remain on the rise as more members demand training for their everyday lives and activities. In terms of issues set to face the industry, it would be fair to say that advancement in technology and digital fitness applications will cause issues for clubs that don’t evolve and cater to the demands of the younger generation. We are living in an on-demand era where information and results can be tracked and read instantly, and the fitness industry needs to be offering this level of instant service.”

with their in-club workouts. With the increasing focus on a holistic view of wellness for the more aware Gen Y or Millennials, operators should be placing more emphasis on mind/body and indeed, mindfulness in the next 12 to 18 months. This is not just the boom of Yoga studios in London. That happened 20 years ago. It is a general acceptance that it is key to a rounded and positive health profile. At Les Mills, we are currently trialling this concept in a few clubs around the world and will bring it to the industry over the coming year which trains instructors on how to incorporate this into the programming of their members and participants. Watch this space.”

Katie Matthews Steve Newell Steve Newell, sales director, Wattbike “In 2016, and moving into 2017 we’ve been seeing a rise in performanceled gyms and indoor cycling studios, separate from spinning. “There’s been marked interest in Wattbike Zones, and there will continue to be a diverse mix of classes, but shorter, HIIT themed sessions will continue to grow as fast, results-driven, atmospheric and motivational sessions out-do the more ‘traditional’ classes. “Next year budget operators will continue to grow, both in the UK and internationally, however their provision and service levels will need to increase to fight competition. Essentially the original ‘budget’ sector will become the new mid-segment, putting pressure on others to keep innovating. “Competition is only increasing, so we need to continue to innovate, but recognise that sometimes the best results come from just doing the small things exceptionally well. “It’s not always about the newest, funkiest looking product, it’s the results they deliver!”

Gavin Whelan Gavin Whelan, TRX EMEA senior sales director “We’re going to see a continued rise in small group training and boutique-

Rob Jones Martin Franklin Martin Franklin, CEO, Les Mills UK “Lower tech costs will continue to have an effect; I recently saw a heart rate watch in a petrol station for £10 with a tank of fuel. As insurance companies like Vitality are giving discounts for activity tracking evidence in annual statements, it is something more people will get used to incorporating into their lives. Wearables allow people to track ‘their’ performance in real time and share it in a community platform – essential for the Millennial generation. We’ll see an increased demand for ‘At Home / My Time’ workouts, so whether it’s a run along a woodland landscape on your treadmill or engaging in a group exercise class on the other side of the world, workouts on demand will continue to grow and clubs can offer this with virtual programming. Giving access to exercising five times a week for 30 minutes is key. The Les Mills On Demand streaming solution gives partners the ability to provide workouts at any time to members at home and on the move, so they can combine them

Rob Jones, UK head of core and vertical sales, Life Fitness “2017 will see customers looking for more unique experiences from operators, providing specific areas for all their needs. Areas such as indoor cycling, small group training and performance spaces will continue to grow, and compete in a constantly changing and more competitive environment. Sitting alongside this will be the shift from the ‘Internet of things’ meaning connected devices, towards the ‘Internet of Me’ creating more unique experiences that are tailored to you and your requirements. Data capture and personalisation of applications will mean that to keep up with this, operators should consider their digital platforms, how they will use these to interact with customers and the experiences that the customers will receive. Will this mean the exercise program card is laid to rest? I hope so. We will also start to see the increased focus on activity in the workplace as we encourage people to be more active at work, as discussed at the ukactive Summit. We will see working environments that allow people to not only stand at work but move more within the workplace.”

Katie Matthews, area business and training manager, Swimming Nature “What has become increasingly evident is the rise of injury in association to HIIT style training, with more and more people seeking us out to incorporate swimming to their weekly fitness regimes and aid in active recovery. “Adults are reaping the rewards by adding swimming as part of their HIIT regime. Not only does it mean less time in the gym, but they benefit from active recovery by improving their endurance capacity and the ability to take in and use oxygen effectively. They do this whilst still gaining all the fat-burning, metabolism-boosting benefits of HIIT. We have seen lots of fitness enthusiasts coming to us wanting to improve their stroke and reduce high-impact workouts for this very reason. If you aren’t particularly keen on swimming itself, pool running (or aqua jogging) provides a great cardio workout without the impact, giving your joints a break from the hard pavement. “Of course, correct technique is essential to secure maximum benefits. If in any doubt contact a specialist.”

What do you think will be the biggest industry trends in 2017? Email ce@script media.co.uk with your predictions

PRODUCT NEWS

Overcoming your fitness club’s income plateau ... 2. Charging more money One simple option is by leveraging a “price hike” to all your current customers which will work to raise the gross revenues. This will also need to involve contacting all members to get agreement and it is possible that this may increase the churn amongst non-users. Alternatively you may decide to add some benefits to your membership packaging with the intention that by adding more value to a package, you can charge more without impacting your attrition performance.

By Duncan Green

EVER found yourself in a position where you can’t seem to increase your monthly club income even though you think you’ve done everything possible? Sometimes you have a great sales month but then aren’t reflected in increased revenue the month later? Overcoming the fitness club income plateau is a problem which is one of the biggest headaches for fitness club operators at whatever pricing level you are pitching at. Here’s the how and why... The income model of all fitness clubs is driven by three factors: 1. The number of new sales introduced into your club each month. 2. The amount of money that each member pays you per month. (An average can be calculated by dividing the total monthly membership revenue by the number of paying customers. In the case of annual memberships, these should be apportioned over the term of contract). 3. The “churn rate” or simply the number of members who leave you each month as an average (measured as a percentage). When a club launches from a zero or modest pre-sale base, it’s typical to enjoy regular monthly increases in membership number and monthly revenue. The gradient of that increase is steep to start with and tapers as the club gets larger in size. The reason for this tapering effect is because at the same time as the club’s “sales and marketing “activity is starting to stabilise, with a largely consistent number of new customers per month, so the attrition percentage on the gross number of members (the number of customers you lose each month) is starting to get close to parity with your new member sales each month. For example, if your club has a six

Duncan Green per cent monthly churn rate and an average monthly recruitment of new members of 60 new sales, so at 1,000 total members, the club reaches a point when its new sales match the number of lost members and growth stops. If this equilibrium (we call it the “breakpoint”) is reached below a level that the club needs to make profit then the club has an issue. How will it achieve growth to reach the financial goal without increasing costs and moving further away from profitability? There are only three options open to operators and each has their own specific benefits and drawbacks. 1. Sell more new customers Without adding to the club’s cost base this may be possible by sharpening the skills of the people doing the work at the moment. Inevitably, though marketing the club harder will require more investment and more or better sales staff will burden the club with more costs. That’s hampering the club with greater levels of cost and, therefore, needs to be done with a great degree of control and management and measurement of outcomes.

3. Keep the customer longer Improving customer retention is more difficult to achieve and measure and carries with it the highest risk of the three options we have discussed. Retaining customers is a complex issue and not easily controlled and it’s, therefore, unusual in our experience for clubs to focus solely on this solution above the other two in trying to grow their club revenues. Most likely is an investment in additional sales support, training and added resources to the marketing spend to lift the number of new customers recruited. Obviously this is going to impact on the club’s cash flow and that’s why if you are being forced into spending more money than the speed with which you recover these costs becomes the important factor. That’s why operators are increasingly utilising “self-liquidating offers “to enable them to hit sales targets without exhausting their cash flow. The solution is to be able to fund increasingly more expansive marketing campaigns by retailing low value, high volume, cash generative offers and then as a second wave to upsell the customer into membership. Let me explain with a typical example… If a club spends £3,000 marketing

an offer such as a restricted 30 day trial offer for say £20 and gets 150 responses, that recoups the marketing spend immediately (150 X £20 = £3,000) If the conversion rate on those buyers to membership is 1:3 then the campaign is an unqualified success. 50 memberships achieved. Happy days! If the membership conversion is not successful, then the net costs to the business are NIL. It hasn’t suffered any net loss as the marketing fund has been replenished. Obviously we don’t want that to happen but it’s a far better alternative than spending £3,000 on a membership offer which doesn’t work. That’s a loss of £3,000 and probably your job! It’s about reducing the risk to the club while still allowing it to market hard to uncover interested prospects at the cheapest cost to the club. “Self-liquidating offers” can focus on short term membership deals, personal training packages, group exercise bundles, or combinations of these three as voucher schemes. Utilising the databases of the coupon companies such as Groupon, Class Pass, Living Social and the others will also help in situations like this providing that the product you market does not compromise the agreements of your current customers. Members who think they’ve been short changed or are paying more than the new customers generally react by leaving you. A rise in your churn rate completely undoes the benefits of the increased membership recruitment and is not to be recommended n Duncan Green is managing director of Momentum Business Development. He is a trusted adviser to fitness clubs globally and his company provides advanced online sales and marketing services to UK fitness club operators.

Life Fitness provides kit to three local authority centres LIFE Fitness has provided state-ofthe-art fitness equipment to three leisure centres operated by Rhondda Cynon Taf County Borough Council, following an investment of £500,000 by the local authority. Having secured a contract with Rhondda Cynon Taf Council, Life Fitness supplied premium fitness kit to Rhondda Sports Centre, Bronwydd Swimming Pool and Abercynon Sports Centre, following major refurbishment work. The investment in the new gyms forms part of a wider £1.7m council investment in leisure services. The largest site, Rhondda Sports Centre, has benefited from an investment of £320,000 and features a 120-station gym which is double the size of the previous one. The extensive range of equipment includes SYNRGY360 for dynamic

small group training, Series PowerMill Climber, FlexStrider Variable-Stride Trainer, Lifecycle GX Group Exercise Bike and Row GX

Trainer. All three facilities offer Life Fitness cardio equipment with Discover SE consoles which are available in the

Welsh language to help encourage regular use through the latest fitness technology. Public sector account manager at Life Fitness, Dave Connolly, said: “We’re thrilled to have delivered a tailored fitness solution for Rhondda Cynon Taf Borough Council and our partnership with the local authority has been instrumental in helping increase participation in sport and physical activity. “The installation of Discover SE tablet consoles has delivered a step-change in technology so now members at all three centres can enjoy full integration with wearable trackers and apps as well as have the opportunity to use Welsh language in their daily lives, including their workouts.” For more information visit www.lifefitness.com

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