Workout UK July 2015

July 2015

The UK’s No 1 fitness industry magazine

Specialist studios a risk to ‘big box’ gyms

Blast off for first National Fitness conference ...

By Christina Eccles

THE first National Fitness Conference will have lift-off at the spectacular National Space Centre in Leicester later this year as an exciting new addition to the National Fitness Awards brand.

Forward thinking operators looking to effectively market and boost their businesses in a cost effective way can seek inspiration and take away valuable tips at the conference, organised by Workout and sponsored by Harlands Group.

Taking place prior to the 2015 NFAs, which will be held at the nearby Athena, on Friday December 4, the event will include inspirational keynote speeches, informative breakout sessions and panel discussions, plus great networking opportunities to ensure every delegate leaves with relevant ideas they can immediately implement into their gyms.

The day will also include a healthy lunch and chance to look around a dedicated exhibition space, showcasing the latest products and innovations.

National Fitness Conference director Judith Halkerston said: “We are delighted to be launching the National Fitness Conference – it is something we have long considered following the amazing success of the National Fitness Awards.

“We believe it will perfectly comple-

ment the awards’ ceremony by providing operators with inspiration, expert knowledge and hard facts ahead of the glittering celebration in the evening.

“We will be announcing the line-up of speakers shortly but be assured all our experts will know this industry inside out and will be bringing 100 per cent relevant experience to the event.

“We have big plans for the National Fitness brand – our primary goal is to support and encourage innovative operators across the sector, and we strongly believe the Conference is the next step on this journey.”

Harlands Group MD Kevin Scott added: “Harlands Group is delighted to be sponsoring the first National Fitness Conference; an exciting new addition to the National Fitness Awards brand which we have supported since the start.

“With a line up packed full of interesting, relevant content – delivered by some of the top experts in our industry – the conference will be a must for any operator looking to give themselves an edge over the competition and get the best out of their business. We’re looking forward to Workout readers joining us for what promises to be a great day.”

Look out for details on the speaker line up and how you can be at the event coming next issue.

No 262 £3

A group of excited local children took to the water with Olympic swimmers Mark Foster and Steve Parry to celebrate the opening of the UK’s first sub £1m, 25m demountable public swimming pool at Radcliffe Leisure Centre. The new pool is a collaboration between Total Swimming and Bury Council and managed by Bury Leisure in conjunction with the existing leisure centre, it replaces the main swimming pool in Radcliffe, which closed due to structural damage in December 2013. Total Swimming managing director Steve welcomed the children to the special event where they enjoyed aquatic activities including mini water polo and synchronised swimming.

SPECIALIST studios have the potential to take significant market share from larger, ‘big box’ gyms, according to a new industry report focusing on the rise of boutique facilities.

Industry analyst Ray Algar’s 2015 Boutique Fitness Studio report – produced in collaboration with Matrix Fitness – takes a closer look at this type of studio, their characteristics and how they compete, including interviews with the people behind innovative brands.

Ray said: “The rise of the boutique fitness studio is set to transform an otherwise mature and sluggish industry that is inward-looking, over-absorbed with mergers, acquisitions and defensive strategies and not paying enough attention to what today's customers, especially those with slightly deeper wallets, are willing to pay for.

“Just as stack-em-high giant supermarkets are struggling against smaller, localised competitors, so the big brand chain fitness centres could find significant market share slipping away to the insurgent, upstart boutiques that understand their customers' needs so well."

Turn to page 17 for more.

UK FITNESS SCENE

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Test fitness to avert ‘ticking time bomb’

By Christina Eccles

UKACTIVE has called for primary schools to test pupils’ fitness in the same way as subjects like English and Maths, after its latest report revealed less than half are recording time spent being physically active.

Its Generation Inactive report highlights findings from a series of Freedom of Information requests, revealing how ever-rising rates of physical inactivity in children could create a ‘ticking time bomb’, as the younger generation becomes a huge drain on the NHS after developing chronic conditions associated with inactivity.

Statistics set out in the report include: Only half of seven year olds are meeting the Chief Medical Officer physical activity guidelines of 60 minutes per day.

An inactive person spends 37 per cent more days in hospital and visits the doctor 5.5 per cent more often than an active individual.

Inactive people are also significantly more likely to suffer from depression and dementia than physically active adults.

The report also sets out some key recommendations to tackle the problem.

These include: The government should extend the National Child measurement programme to measure fitness in addition to the current measurement of Body Mass Index based on height and weight.

Government should ensure the competency to deliver an effective physical education curriculum is built in to teacher training alongside

Maths, English and Science.

The forthcoming Childcare Bill, which guarantees 30 hours’ free childcare per week for children aged three to four, should include a statutory requirement for a dedicated allocation of time for play, physical activity and cultivating physical literacy skills. ukactive chair Baroness Tanni GreyThompson said: “The current national ambition focused solely around PE lessons is simply not bold enough. We should aim higher and demand more.

“The focus should be on ensuring that children are given all the necessary support possible in order to achieve the 60 minutes of daily activity recommended in the Chief Medical Officer's guidelines.

“This does not mean we wish to see 60 minutes of timetabled PE per day.

Instead, we are calling for a focus on a ‘whole school approach’. This means looking at how children travel to and from school, the manner in which they integrate activity as simple as standing in lessons, the development of more effective and structured use of play time opportunities and the provision of pre- and post school activities.

“Schools which have adopted such an approach have had outstanding success in enhancing the health and wellbeing of their students as well as their educational attainment.”

Look out for our special report coming next issue on what the industry can do to help kids become more physically active.

If you’d like to contribute, send your comments to ce@scriptmedia.co.uk and you could appear in the magazine.

Popular personal trainer and past National Fitness Awards’ judge Dean Hodgkin is set to raise his profile even further after being invited to write for news website, The Huffington Post. The site, which has about 100m monthly readers, has dedicated sections including lifestyle, where Dean will be contributing health and fitness content. Dean has also recently become an ambassador for PTontheNet and will fit his two new roles around his current commitments as a consultant to Ragdale Hall and the Energie Group.

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

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UK FITNESS SCENE

Ambitious Ben reveals plans for his new gym

By Christina Eccles AN ambitious personal trainer has revealed big plans for his new gym after taking over an existing facility and completely revamping its offering.

25-year-old Ben Bamforth has recently opened The Unit Fitness in Honley, near Huddersfield, rebranding the club, which was previously known as Warehouse Gym, and spending £100,000 on refitting it with new kit and adding in features such as an indoor cycling studio and protein bar/cafe area.

He explained: “I’ve been a personal trainer for the last seven years and for three years I’ve wanted my own gym.

“I’d been looking for the perfect location and approached [previous owner] Andy and asked if this was for sale.”

Once the sale had gone through, Ben closed the club for a week – bringing in Fitness Systems to help with refurbishing, reupholstering and installing kit – before revealing the new look club to the local community.

He added: “Everyone seems to be happy with the improvements. I want it to be a friendly, family orientated and close knit club.

“I don’t want it to be a place where

The Unit Fitness features new kit, an indoor cycling studio and protein bar/cafe area. you come in, work out and then leave and there’s no social interaction.”

Ben, who has been working from 6.30am to 9.30pm every day to get the business on its feet, is also preparing to launch functional fitness classes on the gym floor and will also be staging a launch event and sampling sessions to get more people through the doors and spread the word even further.

A selection of branded clothing will

also be available in the gym and eventually he hopes to expand the brand by opening more clubs.

He added: “I want easily to have 1,000 members in a year’s time. I want The Unit Fitness to be a brand and am hoping for a good few gyms.

“I hope I can bring something different.

“The personal touch but with some variation on what’s out there.”

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Lottery grant awarded to 16 schemes THOUSANDS of people across the country will be given a helping hand to get more active, after 16 schemes were awarded National Lottery funding from Sport England to get participants moving.

Groups including the over-65s, those with type two diabetes and people with drug and alcohol problems will benefit from the funding worth £5.4m, with projects awarded including the Active Norfolk county sports partnership’s Mobile Me initiative.

The scheme, which is designed to make it easier for inactive older people living in sheltered housing or residential care homes to start being more physically active, follows an earlier project called Fun and Fit, aimed at younger adults.

Mobile Me will be made up of a series of 12-week sessions in communal spaces in participants’ housing or homes.

Bowls, table tennis and Tai Chi will be on offer, while community volunteers will be recruited and trained to keep the project going.

Other projects to receive grants include Bexley Get Healthy Get Active; Challenge Through Sport in Lancashire and Sport in Mind in Berkshire.

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UK FITNESS SCENE

Educational programme to tackle inactivity and increasing participation

A new luxury spa, complete with the latest fitness facilities, is set to open its doors at a North East hotel this summer. The Spa at Ramside, based at Ramside Hall Hotel, near Durham, will include five pools, a thermal suite and a specialised Sleep Sanctuary retreat.

The thermal suite includes a herbal sauna, Himalayan Salt Steam, Aroma Steam, Tepidarium and a sunken amphitheatre sauna, with the spa also home to a state-of-the-art gym which will offer a programme of more than 40 classes per week. Spa director Jill Russell said: “This is going to be one of the most exciting spa developments in the UK for some time. We’ve created somewhere really special, which will literally have something for everyone.”

Operator to invest £9m in new club DAVID Lloyd Leisure is investing over £9m in a new club in Newbury.

Due to open in December, the club will include extensive tennis and sports facilities, a state-of-the-art fitness area, indoor and outdoor heated pools, cafe bar and a dedicated zone for children’s activities.

David Lloyd Leisure’s regional manager Andrew Davill said: “We are very excited about this investment in Newbury, which will provide the town with a fantastic club offering unrivalled facilities, services, programmes and expertise for members to achieve their health and fitness goals.”

FURTHER plans have been revealed for Leisure Industry Week 2015, with organisers promising an educational programme which covers everything from tackling inactivity to increasing participation and attracting new members.

Held at the NEC, LIW will run from September 22 to 23, with exhibitors on board including Jordan Fitness, Concept Fitness International and Cybex International.

LIW chief executive Nick Orton, who also runs BodyPower Expo, explained: “For me, I’m passionate about inspiring people to live fitter, healthier lives.

“Our consumer show, BodyPower, is all about inspiring people to get into the gym, lift weights and sculpt stronger, fitter physiques.

“LIW is slightly different. Being a trade show, LIW is all about inspiring the workforce, delivering innovative ideas and modern concepts that will ultimately help an entire team, from a chief executive through to a personal trainer, to understand the role they can play in changing the landscape of activity, wellness, fitness and health in the UK.” Supported by the likes of UKActive, WorkOut and the National Fitness

LIW chief executive Nick Orton.

Awards, LIW’s keynote sessions will include talks from top level industry experts in panel discussions, Q&A sessions and seminars.

Marketing director Ollie Upton added: “It’s an incredible opportunity that we’re offering trade professionals.

The show is free and we’re essentially providing a vast networking space for industry figureheads to get together and tackle issues that can impact on a national scale.”

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UK FITNESS SCENE

Trust’s exercise referral scheme goes from strength to strength

A team of staff from Trafford Community Leisure Trust are celebrating after winning the Greater Manchester Marathon Relay event. The team – Andy Mooney, Neil Toner, Chris West and Paul Murray – also received an award in recognition of their efforts from Trust chief executive Bernie Jones.

Search begins for world’s best PT LIFE Fitness has kicked off its search for the world’s best personal trainers to watch, with nominations now open for this year’s competition.

In partnership with leading global fitness organisations, including the International Confederation of Registers for Exercise Professionals, EuropeActive, Life Fitness Academy and the American Council on Exercise, the scheme recognises and rewards elite trainers around the world.

President of Life Fitness Chris Clawson said: “The Personal Trainers to Watch programme seeks the best in the profession, and is our way of recognising those who share our passion for helping people live healthier,

more active lives.

“The 2014 programme was truly an international competition, and this year, we are excited to reach even more personal trainers across the globe.”

Nominations can be made online until July 15 and the top 10 finalists will compete in a live global competition in October to determine the winner. All finalists will receive an expense-paid trip for the final judging event, a continuing education course credit from Life Fitness Academy, international recognition and a personalised award plaque.

The grand prize winner will also receive $5,000 USD toward his or her personal training business.

AN exercise referral scheme at South Downs Leisure is going from strength to strength, providing support for those in the local community who are most in need.

Headed up by Marie Pickering, the scheme is growing in popularity, thanks to Marie’s commitment to creating tailor made programmes which cater to the individual needs of clients.

Marie said: “I am very proud of the good work we do for the Exercise Referral Scheme.

“It’s had significant personal benefits for every client because each case is different. A typical exercise regime is not always suitable due to health issues.

“A one to one, personalised approach is required and this has other benefits, such as confidence building and weightloss. We’ve turned people’s lives around, improving quality of life, reduced pain and increased wellbeing.

Marie Pickering “Referrals have doubled to almost 200 clients within the last year. This is a tremendous success, where a partnership with local health care is really improving local people’s health and wellbeing.”

Gym Group in Silver standard first THE Gym Group has become the only group operator in the UK fitness sector to be awarded the Investors in People Silver standard.

The Gym Group, which was recognised as an ‘extraordinary’ company, was awarded the coveted Silver standard following a rigorous independent assessment and was praised for

demonstrating excellence in people management, leadership and performance evaluation.

CEO of The Gym Group John Treharne said: “To be given such a prestigious national award is a fantastic achievement and acknowledges the hard work, enthusiasm and dedication of the team.”

UK FITNESS SCENE

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Exciting new club attracts ‘a real mix of members’

By Olivia Taylor

A personal trainer who lost 10 stone on her own weight loss journey has joined Fitness Unlimited to help others in Sheffield achieve their goals. Sharon Newson will be working as a trainer at Concorde Sports Centre, inspiring members to lead healthier lifestyles. Sharon said: “I now live life to the full. I use my life experiences and knowledge to help others get physically active and healthier as well as to become inspired and motivated and make the most out of their lives.”

PEOPLE on The Wirral are making the most of the exciting new facilities at the latest affordable gym in the area, Gravity Health Club.

Previously named Evolution, new owners purchased the premises in November 2014 and have transformed it into a ‘state of the art club’ with 800 new members signed up to 12-month contracts.

The club boasts 40 group exercise classes a week, along with a selection of free weights, fixed weights and cardio equipment. Members also have the opportunity to see a personal trainer when they join.

Co-owner Julian Pepper said: “So far it’s running perfectly, but I’m not gonna be happy until we have 3,000 members.

“Before no one was getting looked after. If you look after the members that you’ve got, then they’ll tell their friends and you’ll get more.”

In the future, the team at Gravity Health Club are looking to introduce children’s classes, functional training facilities, an outdoor boot camp and a healthy cafe for members.

Julian added: “We’ve got a real mix of members from 16-year-olds to 80year-olds. We’re not just concentrating on one thing – the plan is to concentrate on everything.”

Julian is a firm believer of guiding

The newly refurbished Gravity Health Club . your members through their fitness journey, helping them choose a fitness plan when they join and being there to advise them on the next step to take after they've accomplished their fitness goals.

He added: “Members are loving it. I want it to be like a big family. I’ve

always wanted to have a gym, and now I do, I’m loving it.”

Have you recently opened a gym or refurbished your existing facility to bring it up to date with the latest trends? Email your news to ce@scriptmedia.co.uk and you could appear in a future issue of the magazine.

UK FITNESS SCENE

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Boutique fitness studios are on the rise, according to a new report which claims expert instruction, a nurturing group environment and an emphasis on great service every time is proving to be a winning formula. Workout took a closer look at the report – and revealed some of its findings.

Boutique studios have potential to shake up the market, report claims A ‘KEY growth sub-sector in an otherwise sluggishly mature industry’ is how author Ray Algar describes boutique fitness studios; suggesting this kind of facility has the potential to shake up the market.

Defined as a facility which generally focuses on one area of group exercise – such as indoor cycling or barre workouts – and delivers it extremely well, boutique studios – examples include London based BOOM Cycle and 1Rebel – also share other common characteristics which make them stand out from the crowd.

These include being of an intimate scale, offering clients a nurturing environment and being a place where participants come together to share a common interest through taking part in a specialised class.

According to the report, competition within the industry is intensifying and in recent years, the rise of low cost gyms has led to members discussing how little they pay for their gym membership.

Now, in what the report calls a ‘bifurcating’ market, the industry is forking down two paths; ‘self service’ which is being well catered for by the budget sector and ‘supported’ where consumers seek guidance and a more personalised experience – a gap being capitalised on by leading boutique studios.

When it comes to the issue of price, with a 45-minute class at one of these facilities potentially costing more than one month’s membership at a low-cost gym – the report suggests increasingly discerning consumers are willing to pay a premium for their workouts – but expect something special in return.

Ray Algar (left) dexcribes studios such as BOOM Cycle (right) as a ‘key growth sub-sector in an otherwise sluggishly mature industry’.

Not tying them into contracts also means the emphasis is on the facility and its staff to deliver an outstanding experience every time to encourage them back through their doors and create a loyal following or ‘tribe’.

“We do not get a second chance so have to be amazing from start to finish”, explained Kevin Yates, director and investor at 1Rebel in the report.

“Our whole strategy is around individual experiences from the moment you enter through the velvet curtains sprayed regularly with lavender, to the welcome smile from our concierge team.”

By offering other extra special touches, such as Egyptian cotton bath towels, heated seats in the changing rooms and hair products and cosmetics post workout, Kevin believes the 1Rebel customer “has not even started their workout and they have had numerous experiences that you do

not get in small or large gyms.”

BOOM Cycle founder Hilary Gilbert, meanwhile, believes her two studios are thriving because they offer riders a shared experience, always delivered on a first class level, and focus on one type of workout – indoor cycling – which allows them to invest all their energy into getting it right.

She added: “The amount of time and resources that go into creating, developing and curating the BOOM Cycle experience is enormous – we sell one product so need to make sure it is excellent every time.”

The report also profiles US phenomenon Soul Cycle as a success story, revealing what the UK industry can learn from the way they have developed, as well as taking a closer look at how changing consumer habits are developing a trend for fitness fans to adopt a ‘best in class’ approach to where they work out; choosing the

best place for different classes rather than attending the same gym for all their needs.

The report added: “The strategic profile for a studio is very different. It chooses to eliminate the membership model, which it believes to be unnecessary in forging engagement with customers.

“The result is that a very different strategic profile is created, which allows studios to break free of low prices, discounts and year-round promotions. This is because it exudes a confidence in its ability to make a meaningful difference in the lives of its customers.”

The full report can be purchased at http://www.oxygenconsulting.co.uk/knowledge-store/ and we’d love to hear your thoughts on its findings. Send your comments to ce@scriptmedia.co.uk or contact us on Facebook or Twitter.

UK FITNESS SCENE

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An active Britain for all is the vision laid out by Baroness Tanni Grey-Thompson, following her appointment as the new independent chair of ukactive. Here she answers Workout’s questions about her new position; the biggest challenges and opportunities it presents – and the vital role gyms and fitness professionals can play.

ukactive chair lays out her vision for an active Britain How do you feel about your new role?

“It’s extremely exciting. The team are passionate about their work to get more people, more active, more often and deliver great benefits to members. I’m looking forward to supporting them in my new role.”

Why are you looking forward to being a part of ukactive? “ukactive’s mission embodies what I have been personally passionate about my whole life, as an elite athlete and now as a campaigner. We can make a major impact on the health of the nation and our members are a key part in making that happen on the ground.”

What will your main goals and priorities be?

“My main goal is to get physical inactivity seen as the top tier health priority and ultimately to drive up the investment in and support of programmes that get more people active.

We have to raise the value and importance of activity in society and ukactive will play a key role in making that happen.

“Many are aware that it is a major problem but are unsure of the steps to take to solve it. There needs to be a concerted effort to find a joined up approach, through Public Health England, Local Government, charities and private companies. Solutions are not going to come overnight but through working with ukactive and

professionals have a clear purpose – to improve the health of the nation by getting more people, more active, more often and it’s important that their customers know that.

“Of course there is much more that some can do to make sure that they are affordable and attractive places to go to for those who have in the past not been particularly inclined to go to gyms. For many who are less active, gyms might appear intimidating places and so really working out what they can do to make themselves more inclusive should be high on the agenda for gyms and fitness professionals.”

other organisations such governing bodies, we can begin to make the considerable impact that is required.”

What do you think the biggest challenges will be?

“The main challenge is simply how to get people more active in a world where technology is so popular and activity isn’t necessary for carrying out so many day to day tasks. Now that we have to make a conscious decision to exercise, the physical activity sector must ensure it finds ways to make it enjoyable and not a chore, a fun part of everyday life.

“I think another challenge will be getting inactivity recognised as a health concern in its own right. With so many in government and beyond focused on the issue of weight and diet, the fact that physical activity will actually make a huge difference to tackling health problems is yet to have quite the same public attention and government support. We need to stop looking at activity through the lens of obesity and start thinking as much about the health of our hearts as the size of our waists.”

Where do you think the biggest opportunities lie around getting more people into physical activity?

“There are opportunities everywhere.

So many organisations have a role to play in this agenda. What’s vitally important is that they are all considering how they can innovate to reach

Baroness Tanni Grey-Thompson more people and attract people who they may not have previously reached. We’ve got to continuously grow the number of people that we support to lead active healthy lifestyles.”

What role do you think gyms and fitness professionals can play to attract more people through their doors?

“A key role. Millions of people walk through their doors every day. It is the embodiment of the National Health Service as opposed to a National Sickness Service that deals with people once it’s too late. Gyms and fitness

If any of our readers aren't ukactive members, why would you urge them to get involved?

“I’d urge them to get involved as I believe ukactive represents a very powerful and relevant movement to get more people, more active, more often which they are all part of.

“Whether you are a part of ukactive because you share our mission, or to get cutting edge insights that improve your business or simply to benefit from the incredible savings on music licencing fees or gain a new member from our campaigns, it’s clear to me that the value proposition has never been stronger. Coming in with fresh eyes, I can’t imagine a single logical reason why you wouldn’t be a part of what this organisation is trying to achieve.”

Cwmbran Stadium now offers families a 19-wall VerTGo climbing facility (left) and a 350 sqm, 75-station gym (right) as part of the £1.7m two-phased project.

Redevelopment programme features latest equipment

By Christina Eccles FAMILIES in South Wales can now enjoy the latest sports and adventure facilities, following a successful redevelopment programme at Cwmbran Stadium.

Top of the range fitness facilities, soft play and a 19 wall VerTGo climbing facility are now on offer to the local community, with a full size 3G pitch due to open at the end of the summer.

The £1.7m redevelopment project, a partnership between Torfaen Leisure Trust and Alliance Leisure Services, commenced in December 2014 and has taken a two-phased approach.

Phase one converted a four court sports hall into the VerTgo climbing facility, a 500 sqm soft play area and a new café.

The interior of the old reception area was modernised with more efficient lighting, engaging artwork, signage and new furniture.

A 350 sqm, 75-station fitness facility has also opened, replacing the old café, which includes a selection of Technogym equipment.

The final phase of the development is currently in progress with a full size grass pitch being transferred into a state of the art, 3G pitch.

Business development manager at Alliance Leisure Julia Goddard said:

“We are proud to work in partnership with Torfaen Leisure Trust to develop first class sporting facilities for South Wales.

“Through creative design the leisure centre boasts modern facilities to engage and inspire the local community.

“The new climbing and soft play area brings a completely new customer base to the facility, previously not catered for.

“Taking part in physical activity as a family is so important and we are excited to provide this for the Cwmbran community.”

Chief executive of Torfaen Leisure Trust Sally Church added: “The new

developments for Cwmbran Stadium will help Torfaen Leisure Trust deliver on its three keys aims; to have ‘more people, more active, more often’, to support long term sustainability and future investment and to ensure value for money.

“Despite the current financial climate and significant spending constraints the trust has invested in crucial redevelopment works to provide new activities with particular emphasis on children, young people and families.”

Other partners working on the project included Createability, Hangfast, Play Revolution, Ritchies Café and South Wales Sports Grounds.

UK FITNESS SCENE A focus on pre sales, staff training and great customer service has helped a newly opened leisure centre in Blackburn get off to a flying start. Christina Eccles took a look around.

Hard work helps centre get off to a flying start THE new multi-million pound Blackburn Sports and Leisure Centre is an eye catching presence in the centre of town, immediately capturing the attention of visitors before they even walk through the doors.

And once inside, it’s all about the welcome – with staff working hard to ensure every member gets an experience which makes them want to return time and time again.

The centre opened in March, as a joint venture between Blackburn with Darwen Borough Council and Blackburn College, and facilities include a 25m pool, a learner small pool with a moveable floor, two flumes, a fitness suite, studio with a sprung floor – offering over 40 classes per week – and a separate Spinning studio.

But even with an impressive offering to promote to customers, in the face of ever increasing competition and with an ambitious target of opening with 1,000 members, getting the sales process right was crucial to spark local people’s interest and encourage them to want to be a part of the club.

To assist with the pre-sale, the club brought in industry sales expert Lesley Aitken to deliver staff training and sales coaching, with a strong focus on customer service and making the member journey as seamless and enjoyable as possible.

Following Lesley’s advice, most sales were done on the phone, with potential members registering online and then a member of the team calling them to follow up.

This allowed each individual to have that human connection and get the opportunity to speak to someone who could alleviate any fears and find out more about their personal goals before they actually came into the club.

Lesley explained: “The focus really was on service. The club has stiff

Blackburn Sports and Leisure Centre (left) features a separate Spinning studio (right). competition, so it was important to get those sales in early before the doors opened.

“It was a great project and team.

Bringing everyone’s strengths into the mix really paid off.”

Several months down the line, membership sales are still going strong, according to membership and retention manager Heath Brandwood, with the lessons staff learned with Lesley still proving valuable.

He added: “Sales have continued at a similar pace to what they were before, which is down to the effort and training we put in earlier on. The sales culture has been embedded in our staff really well.

“There is always the threat from budget gyms so we’re now working with our staff to make sure they are aware they still need to keep their eye on the ball.”

One of the centre’s most successful offerings is its group exercise timetable and with new classes being brought in all the time, including plans to introduce Les Mills’ Grit later

in the summer, it’s an area which is showing no signs of slowing down in popularity.

Heath added: “Classes are going really well – we’ve not had to swap anything out due to a lack of demand.

Spinning has been particularly popular, as we have a dedicated space and enthusiastic instructors, and linking up with MyZone gives us real added value.”

Future plans include expanding the fitness offering available in the pool, introducing Swimtag technology and capitalising on the popularity of small group training.

Lesley added: “The key to success has been the ongoing training and making sure we had the right people selling.

“It’s now about not being complacent and continuing to make sure everyone’s sharp and focused on the customer experience.

“They are a very innovative team. I love working with them as everyone is open to ideas and doing things they’ve never tried before.”

Competitors at the Miss Galaxy Universe competition.

Victoria is crowned Miss Galaxy Universe winner A WOMEN only event where competitors are measured on fitness as well as aesthetics has crowned its latest champion.

Victoria Strelucianate, a personal trainer from Crawley, won the title of Supreme Champion at Miss Galaxy Universe after impressing both on stage and on the track.

Founder Sarah Donohue said: “I have been in a male dominated sport of powerboat racing for almost 20 years.

“We all work as a family unit. It’s rare to see it with large groups of women and even in sport, events like this are rare, so it was always my idea to have a show where team work and

fun is first and foremost.

“Of course there is huge competitive element, but we all have strong points and weak points so it’s about recognising them in yourself, and each other and supporting your team mates where they need you most.”

The next Miss Galaxy Universe show will take place on November 7 and 8.

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UK FITNESS SCENE

The new gym at Parklands Leisure Centre in Oadby features a new 115-station gym (left) and dedicated group exercise and indoor cycling studios (right).

Redevelopment programme takes shape

By Christina Eccles AN AMBITIOUS £9m redevelopment programme to improve leisure provision in Leicestershire is taking shape, with local people now able to enjoy new gym facilities and virtual exercise classes.

Oadby and Wigston Borough Council is investing in improvements to Parklands Leisure Centre in Oadby and Wigston Pool and Fitness Centre after awarding Everyone Active a 20year contract to operate both facilities in April 2014.

The project at Parklands Leisure Centre and Oadby Swimming Pool began last September and involves refurbishing the leisure centre and rebuilding the swimming pool.

The development is currently on track for a late Autumn finish, with the new 115 station gym and dedicated group exercise and indoor cycling studios already complete.

This work will be supplemented by the building of a new six lane, 25m swimming pool and changing provision, plus a new café and reception areas.

Everyone Active has also improved the club’s group exercise offering by introducing virtual group exercise classes, allowing the original timetable of 44 classes per week to grow to 180 classes.

Everyone Active contract manager James Naylor said: “So far the refurbishment works have been greatly received by the members and the

Status updates reveal low self-esteem and narcissism, study finds

By Christina Eccles PEOPLE who post Facebook statuses about their diets, exercise and accomplishments can typically be described as narcissists, according to new research from Brunel University London.

Psychologists surveyed Facebook users to examine the personality traits and the motives that influence the topics they choose to write about in their status updates.

The data was collected from 555 Facebook users who completed online surveys measuring the ‘Big Five’ personality traits – extroversion, neuroticism, openness, agreeableness and conscientiousness – as well as self-esteem and narcissism.

The research found: People with low self-esteem more frequently posted status updates about their current romantic partner.

Narcissists more frequently updated about their achievements, which was motivated by their need for attention and validation from the Facebook community. These updates also received a greater number of ‘likes’ and comments, indicating that narcissists’ boasting may be reinforced by the attention they crave.

Narcissists also wrote more status updates about their diet and exercise routine, suggesting that they use Facebook to broadcast the effort they put into their physical appearance.

Psychology lecturer Dr Tara Marshall, from Brunel University London, said: “It might come as little surprise that Facebook status updates reflect people’s personality traits.

“However, it is important to understand why people write about certain topics on Facebook because their updates may be differentially rewarded with ‘likes’ and comments.

“People who receive more likes and comments tend to experience the benefits of social inclusion, whereas those who receive none feel ostracised.

“Although our results suggest that narcissists’ bragging pays off because they receive more likes and comments to their status updates, it could be that their Facebook friends politely offer support while secretly disliking such egotistical displays.

“Greater awareness of how one’s status updates might be perceived by friends could help people to avoid topics that annoy more than they entertain.”

local community and Parklands has seen an increase in membership of 33 per cent since taking over the contract in April 2014.

“It has also allowed us to increase the number of exercise referral classes significantly meaning that we can make a bigger impact on the health and well being of the local community.

“Many customers have commented on the light and airy feel of the new gym and the quality of the equipment that has been provided.”

Wigston Swimming Pool is also to be replaced with a new pool and fitness centre. The facility will include a 25m six lane swimming pool with full spectator facilities, along with a 60station fitness suite, with the project

also on track for a late Autumn completion.

Everyone Active area manager Dan Hicks added: “We are committed to delivering first-rate facilities and as such are thrilled to be embarking on these extensive improvement works which will greatly enhance the quality of leisure services in Oadby and Wigston.

“Wigston Pool and Fitness Centre was a tired and ageing facility from the 1960s and this project will transform it into a welcoming, inspiring space for people of all ages and abilities to get active in.

“Once complete, the refurbished Parklands Leisure Centre will have the feel of a high end private health club but at local authority prices.”

Deniz joins Leisure-net as associate consultant MINDFULNESS coach and founder of Human-Business, Deniz Paradot has joined Leisure-net Solutions as an associate consultant, following on from a successful keynote session at active-net.

His role will be to lead on delivering mindfulness service, The Way of the Chimp, into the active leisure sector.

The Way of the Chimp focuses on five essential workplace qualities: cultivating leadership skills, strategic thinking, productivity, self-management and interpersonal skills.

Leisure-net Solutions will support him by delivering the Mindfulness Matters Survey into organisations and linking mindfulness to its other people development work. Leisurenet will also help Deniz to develop the first corporate mindful app.

Joint director of Leisure-net Solutions David Monkhouse said: “We are looking forward to working with Deniz, developing and deliver-

ing this innovative service into our sector.

“He gained some excellent feedback from active-net 2015 and many customers talked of how much Deniz Paradot value Human-Business would bring to their operation.

“We focus so much on physical health in our businesses but it is equally important to think about the mental health and happiness of the people who work for us. We are really looking forward to enhancing our ‘People Development’ offer and have great plans for bringing mindfulness to the sector.”

Freedom Leisure extends its portfolio FREEDOM Leisure has extended its portfolio by winning the contract to operate 15 sites in Powys.

The operator will work in partnership with Powys County Council on a 15 year contract and an investment of around £2.5m has been promised to allow significant improvements across the contract including site developments at three facilities and five envi-

ronmental upgrade projects.

MD Ivan Horsfall Turner said: “Our aspiration, as always, is to deliver a locally focussed leisure service for the communities in Powys. The wide range of sites gives us plenty of scope to enhance the leisure facilities in the region which, in partnership with the Council, will benefit from an investment of around £2.5m.”

UK FITNESS SCENE

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Customers’ social media complaints rise dramatically, new report finds

By Christina Eccles FRUSTRATED consumers are increasingly turning to social media to complain about issues such as customer service, a new report has revealed – but it’s not all bad news for companies which capitalise on their online presence.

The report – Service Goes Social: how organisations can deliver customer service through social media – has been published by The Institute of Customer Service and is based on the views of 2,195 consumers and 12 indepth interviews with senior customer service executives.

The research found one in four social media users in the UK used platforms such as Facebook, Twitter, Instagram or Google+ to make a complaint over the past three months.

It also discovered that if traditional methods for voicing satisfaction aren’t effective, 12 per cent of customers will use social media platforms to escalate their complaint.

However, organisations should not fear the increased level of activity on social media, as the data goes on to find that two-thirds of customers describe their interactions as “a good experience”, with just 14 per cent suggesting their experience was less than positive.

CEO of The Institute of Customer Service Jo Causon said: “We have reached a point where social media is not just a necessary component of a credible customer service strategy but one which offers powerful insights that drive better innovation, co-creation and collaboration.

“To make this a reality, social media

needs to be a central part of a coherent, sustained and long-term focus on customer service strategy, something that many organisations are yet to do.”

With customers aged 45-54 the most likely to share their experiences of an organisation through social media – closely followed by 18-24 year olds – the report suggests it is too easy for organisations to assume younger shoppers are the dominant force in social media, when evidence suggests its use is more widespread.

And according to the research, organisations need to focus on a number of key factors to make sure a social media strategy is successful, including making sure employees are fully trained in how social media works, empowered to make quick decisions and have the ability to exercise good judgement when dealing with customers.

Jo added: “The shift from a transactional economy to a relationship economy has been influenced and is most visible through new channels such as social media.

“Customers are no longer happy with one-way directional communication and expect to engage in conversations with the organisations they do business with.

“Organisations that do this well have a competitive advantage over those that are slow to adopt. It’s all about choice and enabling the consumer to interact with the company in a way that they choose.”

What do you think? How does your gym utilise social media? Send your comments to ce@scriptmedia.co.uk and you could appear in Workout.

A brand which produces athletic socks celebrated National Running Day by organising a 5k run to raise funds for children’s charity Happy Days. The Happy Socks X Happy Days charity run began at the Happy Socks store in London’s Seven Dials and proceeds generated from the Athletic collection pre and on the day of the event were donated to Happy Days.

Everyone who took part was entered into a prize draw to win a pair of Happy Socks for each week of the year and a three month gym membership with Fitness First, with all runners receiving a complimentary three day gym pass. The run was hosted by Fitness First personal trainer Phoebe Begg and refreshments provided by natural soft drinks brand Cawston Press.

New kit for Treatment Centre ST Andrews Police Treatment Centre in Harrogate has installed a range of new Life Fitness equipment.

The facility is part of The Police Treatment Centres, a registered charity which provides treatment, recuperation, support and rest, including intensive, police-specific, physiotherapy and rehabilitation.

For the past 12 years, St Andrews has received reconditioned Life Fitness equipment. However, thanks to £502,000 of government backing, St Andrews has now invested in cutting edge cardiovascular and resistance equipment in order to continue to

offer the highest level of treatment.

The new equipment comprises 13 cardio stations, including the Integrity Series PowerMill Climber, Cross Trainer and Recumbent Lifecycle Exercise Bike. The five resistance stations installed include the Optima Series Heavy Weight Stack, Adjustable Bench and Dual Adjustable Pulley.

CEO of the PTC ,Patrick Cairns, said: “This is the first time the PTC has received brand new equipment, and there is no doubt that this will, and indeed already is, benefiting the recovery of the retired and serving officers that come here.”

Duo are top dog at challenge TWO members of staff from Combe Grove Manor Country Club were crowned ‘top dog’ after winning a charity challenge.

This year’s Kennel Break corporate challenge at Bath Cats and Dogs Home attracted a record-breaking nine participants from local businesses in and around Bath.

Each person or team was locked in a kennel for one hour with only their mobiles and laptops to help them raise urgently needed funds for the home.

Thanks to the generosity of colleagues, clients, family and friends, their fundraising efforts secured a total of £11,417.76 in just two hours.

Their individual target was £1,000 as the ‘release fee’, but everyone stayed in much longer in order to keep the donations coming in.

Combe Grove Manor’s Lucie Harrison and Ben Chun raised the most money with a total of £1,851.50.

Leisure and beauty manager Lucie

National Fitness Awards’ judge and industry veteran Ken Heathcote has successfully completed the Great North Swim in Lake Windermere, coming first in his age and gender group. The 5k swim is the equivalent of 200 lengths in a 25m pool, with Ken finishing in a time of 2.06.04. He said: “Swimming three miles in open water in a temperature of 16.5 degrees at nearly 80 years of age is quite a challenge and also you have the added factor of another 200 plus swimmers going in at the same time. There is difficulty sighting the buoys whilst being exposed to the elements for two hours or more. If there is a message for the young and upcoming trainers it would be, 'Don’t set your goals too low for an easy ride – set them high, and train hard to achieve them.' That is what I did.”

Highbury gym makes TV debut Combe Grove Manor Country Club staff members Lucie Harrison and Ben Chun. said: “We had no idea that it costs £5,000 a year to operate just one kennel, so this definitely spurred us on to get as much money as we could.”

MULTI award winning actors Sir Ian McKellen and Sir Derek Jacobi recently dropped in to Fit4less Highbury to film scenes for their popular sitcom Vicious.

Filming took place over a weekend in December last year and provided franchisee Ian Rajan and his team with the opportunity to meet the stars.

Ian said: “We were approached by

production company Brown Eyed Boy who looked at around 30 gyms in and around London as potential locations for the scene.

“They really liked the bright and vibrant atmosphere of Fit4less Highbury, and we were of course delighted when they chose us.

“It was great for my daughter to get Gandalf’s autograph and meet her favourite wizard in real life.”

UK FITNESS SCENE

18

Social media – the new kid on the block

By Nick Orton

The Gym Hub in Wickford will be managed by Impulse Leisure.

Attendees enjoy early access to equipment at VIP launch OVER 120 people attended the VIP launch of a new low cost gym in Wickford, enjoying exclusive early access to the equipment, advice from personal trainers and a special merchandise pack.

Managed by Impulse Leisure, The Gym Hub offers a wide range of cardiovascular and resistance equipment from Technogym, freeweights up to 60kg, as well as a functional training zone with kettlebells, medicine balls and a TRX Suspension Trainer; all for a cost of £20 per month.

Members can also benefit from changing and showering facilities and

a social hub area where they can grab a snack and a drink after their workout.

Marketing manager at Impulse Leisure Michael Hurcum said: “We’re absolutely thrilled with the response to The Gym Hub. “It’s a great club with high quality fitness equipment and a friendly atmosphere, all for a low cost with no contract.

“Some of the guests at our VIP night were so impressed that they joined there and then on the night so they could start using the facilities the next morning.”

GLL awarded Council contract GLL has been awarded a new management contract to operate a range of leisure centres on behalf of Bath and North East Somerset Council.

The new contract covers Bath Sport and Leisure Centre, Keynsham Leisure Centre, Culverhay Leisure Centre, Chew Valley Leisure Centre, Odd Down Playing Fields and the Bath Pavilion.

Through an estimated £17m of investment, the council’s leisure centres will be modernised and upgraded

by GLL, with work including the construction of a new leisure facility in

Keynsham and a major refurbishment of Bath Sports and Leisure Centre.

Managing director of GLL Mark Sesnan said: “We are very pleased to have been chosen to manage the leisure facilities in Bath and North East Somerset on behalf of the council. As a ‘not for profit’ charitable social enterprise who operate over 170 sport and leisure facilities across the UK, our objective is to increase sports, health, and physical activity in Bath and North East Somerset, and to bolster levels of sports participation in each of these leisure facilities.”

COMMUNICATING your idea doesn’t require a marketing degree, but it does require careful thought and consideration.

You might be certain that what you’re offering is head and shoulders above the competition, or completely different to what’s out there, but it’s other people that you have got to convince.

Marketing is about effectively targeting the group that you want to hear your message – and making sure they hear what you are saying clearly.

Recent years have brought a boom in an entirely new type of marketing, online and specifically through social media. It’s still in its infancy and very little is known about what really works and what doesn’t – ideas move quickly, as does popularity!

For many businesses starting out it seems like a great idea. Cheap and seemingly easy to build up a base of interest.

The problem is that success is measured by ‘followings’ or ‘fans’ – but it’s the interactions and in particular the quality of those interactions that really matters.

Assuming the interest is genuine (I strongly advise against ever generating fake interest in your business) then you need to utilise it, otherwise it will both stagnate and provide little actual benefit beyond self-satisfaction.

In fact, it can do damage. Profiles with large followings that offer little by the way of interactions stand out.

It’s obvious when popularity has been purchased.

Utilising genuine interest requires that you work out how it will contribute to your overall aims. Social media, and of course there are different types of platforms, works best when you use each platform as a tool.

For example, an athlete who wishes to build up his reputation as a source of knowledge on fitness might use the platform as a question and answer

forum.

The way in which you use social media will vary and should across platforms. Tempting though it is, transplanting content across is usually noticeable and lazy. After all, you wouldn’t use the same content used for a poster in a leaflet. It is important that everything done online is focused and considered.

Some companies and businesses use it as a way to market special promotions, in a similar way to more traditional marketing.

Others use it to develop a community around their brand, and plenty do a combination. All those doing it well consider what their audience wants and needs. Think quality above quantity.

However, do not underestimate the negative impact social media can have as well. Bad reputations spread far more quickly than good ones, especially in social media.

If you say something that your target group takes a dislike to, it will spread like wildfire and be entirely out of your control. Think carefully and focus on your plan.

The obvious anomaly in social media is personal profiles. They are often used for other reasons. Perhaps for your own social circles or as an outlet for other interests.

While this makes them less important in terms of your business – bear in mind that things you say could be taken negatively and are often picked up. It’s also a good avenue for people who are interested to see the individual behind a brand. So if that’s useful for your aims, bear it in mind.

View your social media as you would any communication you want to share about your business. Is it valuable? It’s easy to make noise, especially negative noise, but only done correctly does this new age marketing have concrete benefits.

Think carefully, and as always, THINK BIG!!

Nick Orton is CEO of BodyPower Expo.

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

Picture of the month

This month’s PT meets top Tweets...

Olympic champion

@jkey8: Many thanks to @WorkOutUK and @USN_UK for the protein prize. Looking forward to trying it out with my training. @katiebulmer1: Big honour to be on the cover of this month's @WorkOutUK @FitnessFlexGym: Look out for some articles about our gyms and members in @WorkOutUK over the coming months! Be sure to give those guys a follow! @ScriptMktgSols: The @FitnessAwards are coming around fast again! Soon be back on the road filming sponsor videos!! @clubzestfitness: We’ve just entered the National Fitness Awards @WorkOutUK @FitnessAwards ...eeeeeekkkkkkkk! @MasBodyDev: Runner up 2014..

Means one thing... I'm going bigger and better in 2015 @FitnessAwards I'm coming for you.

@LeighDez: Thanks to @WorkOutUK for sending me a copy of the latest issue with my feature inside, always surreal. @_ukactive: Great read on overcoming the barriers of #exercise during pregnancy by @CherylHersey @actionPR @WorkOutUK @kimingleby: Loving @WorkOutUK this month and so happy to be judging the #NFA alongside the one and only @richcallender #respect, get your entries in! @astleysports: @WorkOutUK we have just launched @clubbercise classes at #ASV and getting huge turnouts and great feedback. @NAhutchinson: Thanks to @USN_UK and @WorkOutUK for my great nutritional prize pack #winner

BARNSLEY based personal trainer Stephanie Guest got to meet Olympic champion Jessica Ennis-Hill on a recent visit to the English Institute of Sport in Sheffield.

Stephanie met the star when she accompanied a group of children from SMAT – a Barnsley primary school academy trust – to their sports day at the venue.

She said: “SMAT chooses to host their sports days and athletic competitions at the EIS because it is an inspirational venue.

“The opportunity for the children enrolled in SMAT schools to not only compete in such an arena, but to have the potential to meet professional athletes and Olympians such as Jess, can only increase their aspirations for future sporting excellence.

“Who knows... some of our children might go on to become Olympians themselves!”

Editor’s Comment BOUTIQUE fitness is one of the hottest topics in the industry at present, with a new report just released on the subject generating debate and an interesting panel discussion on the future of ‘big box’ gyms at the recent ukactive Flame conference suggesting smaller, independent, niche studios have the potential to shake up the market.

Depending on which way you look at it, this type of facility may be seen as a threat to traditional operators, or as many of the forward thinking clubs are looking at it, an opportunity for them to redefine their own offering to best suit the needs of their target markets.

And with many people still struggling to fit any exercise into their daily lives, maybe a shake up is needed to get these individuals through the doors of clubs, into studios, the pool or outdoor fitness in the first place?

But what does boutique fitness actually mean? Defined in Ray Algar’s report – more of which you can read on page 17 – as a facility which generally focuses on one area of group exercise, boutique studios also share other common characteristics such as being of an intimate scale, offering clients a nurturing environment and

giving participants a great service and experience every time they visit.

Common characteristics I would say which they share with many independent gyms.

Although most independent operators may not have a ‘niche’ offering in the sense they focus solely on one type of class, a lot will have their own niche, whether that is strength training, combat, functional training or being a ladies only club, meaning they have well trained staff in these areas, focus on delivering this type of training really well and, certainly from our experience of visiting many of them for stories in the magazine or as part of the National Fitness Awards’ judging, deliver a top quality service.

So with boutique fitness hitting the headlines and consumers clearly having an appetite for this type of facility, why not make the most of the opportunity and shout about what makes you special?

In a world where customer experience is key, this market shift could prove valuable for independent clubs who can focus on delivering a quality service to customers and in many cases are small enough to be able to deliver that all important personal touch to every member who walks

Christina Eccles through the doors.

I’m sure for many Workout readers, these key characteristics are nothing new to them and they’ve been offering this type of experience for years.

But if independence, niche and boutique are suddenly the words which people want to hear, are you really shouting about the fact you can deliver these things? And if not, maybe it’s time to start.

This month’s hot topic:

Are you entering the National Fitness Awards this year? Why do you think it’s important operators put themselves forward for industry recognition? Let us know what you think and tell us why your gym deserves an award and we could include news from your club in Workout.

Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

Follow us on Twitter @WorkOutUK or contact us on Facebook at www.facebook.com/workoutmagazine

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UK FITNESS SCENE

Offering an additional service for his personal training clients who couldn’t get to the gym as often as they wanted sparked an idea in Kevin Foster-Wiltshire’s mind that the industry was missing a trick when it comes to people wanting to work out at home. Christina Eccles discovered the GymCube.com story – and found out why Kevin believes the service is complementing – not competing – with gyms.

Personal training at home service attracts thousands of members IMAGINE having top trainers such as Pierre Pozzuto, Richard Callender and Katie Bulmer-Cooke in your living room; teaching you the latest workouts, at a time which suits you, without you even having to leave the comfort of your own home. Sound appealing? Well, the GymCube concept is as close to that as you can get without actually having them there in person.

The brainchild of Kevin FosterWiltshire – a Reebok master trainer and Closer magazine’s latest fitness expert – the site offers a variety of online exercise classes, which subscribers can access whenever and wherever suits them.

The first 30 days are free and after that if people decide they like the service, it’s £9.95 per month, giving them unlimited access with no contract.

And with 13,000 active members, the site is proving popular; attracting both people who want a non intimidating way to get into exercise and seasoned fitness fans wishing to supplement their gym and PT sessions with additional home workouts.

Kevin explained: “I was working at a gym in Hale and had clients who couldn’t train as often as they needed to because they couldn’t make the gym.

“I started doing different routines and filmed myself in the studio, packaging up the DVDs to offer a high end service for clients who wanted that home element.”

The idea proved so popular with his

personal training clients, Kevin knew it had more potential, and decided the next step would be live streaming workouts on the internet to a wider audience – and so GymCube.com was born.

He added: “I left a job where I was on £70,000 per year and set up GymCube. I put all my savings into it and loaned more on top.

“We took 300 members on the first day, which was amazing after putting all that hard work in.”

Throughout 2013 when the site was launched, workouts were streamed live and at the end of that year, GymCube.com had about 5,000 members.

Thinking ahead about how he could expand the concept, Kevin then gathered feedback from users as to whether they minded the workouts being live or would be as happy with recorded ones.

“We talked to them and the vast majority didn’t mind us being live or not, so we took the decision to mix it up, and started to bring in more top level presenters. Now we could bring them up from London and even abroad and film them all day.”

After successfully running with a mix of live and recorded workouts for the next three months, Kevin took the decision to stop the live element and use all recorded sessions – giving him much more flexibility with presenters, range of workouts and timetabling.

Now fast forward to January 2015 and after securing a £1m investment,

GymCube.com founder Kevin Foster-Wiltshire the future is looking bright for Kevin and he has big plans for the business, including the launch of GymCube TV in September.

He added: “The whole game has changed now. I brought a new team in in January. Up to this point, I’d been a one man band, but now I’ve got a full team of staff.

“Over the last six months, we have completely restructured and are now rebuilding the site.”

With popular sessions include HIIT and indoor cycling, and classes lasting from 10 to 40 minutes, there’s something for everyone on the site.

But Kevin insists he’s not in competition with gyms. Instead he believes, his service can complement what operators and PTs are offering.

He added: “I’ve got so many e-mails from people thanking me and GymCube for giving them the confidence to go to the gym.

“I don’t see us as a gym enemy, I see us as an enhancer. A large part of our customer base is people who have got personal trainers, they’ve got gym membership and they use Gymcube as a top up. It helps with keeping them going and on track with their goals.”

UK FITNESS SCENE

23

Advertiser’s announcement

Disruption is coming! ... and not everyone is going to like it Most Oversupplied

Rory McGown

What is a Pull Model?

A pull model is where the customers are enabled to pull the equipment they want into the gym, in the correct quantities to match their levels of demand.

How does the Pull model work?

By measuring how much customers use the equipment, and what their demand levels are for it, is the starting point.

It is like the Point of Sale system in a supermarket, by measuring how many items are being bought, the supermarket know how much to restock of each item and customers ‘Pull’ products onto the shelves, operators restock according to what customers demand levels have been – this is a ‘Pull’ model.

By measuring the demand levels for gym equipment we do the same, where it is this information on customer demand that determines what equipment and in what quantities gym operators should restock, when they do a refurb.

What is wrong with the Push model?

Without information on customer demand too little of some equipment is bought, and too much of other equipment.

The shortages cause customers to be frustrated, and the excess equipment is a waste of money. This is exacerbated by the influence equipment manufacturers have on the process as they are incentivised to sell more expensive equipment.

Top 3 equipment shortages in gyms 1) Benches (and dumbells) 2) Soft Stretching Mats 3) Cables Stacks Is it a coincidence that the most oversupplied equipment into the industry is the equipment manufacturers make the most money on, and undersupplied is the equipment they make the least?

What are the benefits of a ‘Pull’ model?

The first benefit of the pull model is

Top 3 oversupplied equipment types into gyms 1) Crosstrainers 2) Treadmills 3) Upright Cycles once operators restock equipment according to customers demand levels for it they remove the equipment shortages which makes customers a lot happier, and this improves retention.

The second benefit is operators

stop buying the excess expensive equipment, reduce their cost base, making them significantly more profitable.

So who are the winners and losers of a Pull Model?

Customers will win as equipment shortages are removed.

Gym operators will win as they have happier customers and do this at a lower cost, as they remove the waste, excess kit from their gyms.

The equipment manufacturers however will be the losers, as they will no longer be able to push excess expensive kit into gyms.

We anticipate the change to cost manufacturers tens of millions over the coming years.

Most Undersupplied

© Ramain – Fotolia.com

What is a Push Model?

A push model is where operators meet with equipment suppliers and ‘Push’ Equipment into gyms with no data on what customers demand actually is for the equipment.

This model is very inefficient at getting the right equipment, in the right quantities to meet with customers demand.

© 3dmentat – Fotolia.com

What disruption is coming?

The disruption is going to be in the way operators buy gym equipment, an industry wide change from a ‘Push’ Model to a ‘Pull’ Model.

24

Being crowned the best new gym in the country at the 2014 National Fitness Awards topped off an amazing first year in business for Sheffield based independent gym Fitness Garage. And that was just the beginning. Christina Eccles took a look around – and tried out one of their signature classes.

Fitness Garage staff celebrate their Best Newcomer award at last year’s National Fitness Awards (left) and Workout editor Christina Eccles takes part in a class (right).

Fitness Garage’s ‘body mechanics’ aim to fine tune your performance FINE tuning your performance is the aim of the game at Fitness Garage, with staff – or body mechanics as they’re known – there to help members achieve their goals every step of the way.

The garage theme runs throughout the business – from the Refuel Bar serving healthy drinks and snacks to the Service Bays offering massage, hairdressing and tanning – creating an impressive, well thought out facility, where it appears things are going from strength to strength for the team.

Co-owner Gemma Woodhead explained: “It’s going really well. We learned a lot in our first year and

we’ve become pretty settled.

“We’ve got a good membership base and are well recommended by our members to friends.”

Innovation and a desire to provide something different is proving a successful formula at Fitness Garage, with about 200 members currently enjoying the team’s functional approach to fitness, at a facility where there’s not a treadmill in sight.

Group exercise is also going down well – but as you would expect, these are not your average classes.

Sessions taking place on the gym floor include FG Jump Start (plyometrics and bodyweight); FG Spare Tyre (a core and abs workout) and FG

Turbo Charge (kettlebells), plus a popular ‘Fast and Furious’ all round, functional session on the first Saturday of each month.

Sessions also extend out of the gym with a weekly running club and staff and members can be regularly found taking part in charity and community events, from local galas to the Spartan Race and even an upcoming Iron Man. Gemma added: “We try to do the classes a bit differently and they’re all linked to our branding.

“When people come in they find we are approachable and relaxed and all very community orientated – we’re always trying to do something.”

Winning Best Newcomer at last year’s National Fitness Awards saw the club beating off stiff competition from gyms around the country to scoop the accolade – and their trophy and certificate takes pride of place in reception.

They’ve also made the most of their awards’ success by using the NFA winner’s logo everywhere from the T shirts on sale to members, to their leaflets and website, and Gemma told Workout being involved in the event was a great experience.

She added: “The awards have worked really well for us.

“On the night we were totally shocked to win.”

Fun class gave me a really good workout FLIP, lift, pull, push and jump are the five key movements which the FG Fully Charged class is based around – giving participants an all round workout designed to boost their functional fitness.

After studying the timetable on the Fitness Garage website, this was the one that jumped out at me as being potentially challenging yet fun, meaning when I arrived, I couldn’t wait to give the 30-minute session a try.

Following the club’s ‘garage’ themed classes and led by coowner Gemma, I was one of only three people taking part in the Friday morning Fully Charged class and this small group training environment

enabled her to give each of us personal attention, which helped a lot when it came to getting the movements right – and with boosting motivation when the reps got tough!

We began the class with a warm up before taking part in circuits where we’d each try an activity – including tyre flipping, battle ropes and pushing a prowler on the club’s 30m turf – and then rotating on to the next one when Gemma instructed us to.

Most of the activities I’d never tried before and although they were by no means easy, the satisfaction earned from being able to flip that tyre or push the prowler all the way from one

Christina flipping a tyre. end of the club to the other – and then pull it back again – made up for the pain!

When the session was over, I

felt like I’d had a really good workout and just as importantly, I’d had a lot of fun. The 30 minutes flew by and not once did I look at the clock – a sure sign of an enjoyable class.

With so much choice on the timetable, there’s something for everyone and by cleverly packaging them to fit in with their theme, the team has managed to make every class sound appealing, different and innovative, giving themselves a great edge in the face of plenty of local competition.

I’ve already picked out a couple more classes I’m going to go down and try and can’t wait to return to the ‘bodyshop’ for another session.

UK FITNESS SCENE

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In the second part of a feature, Action PR’s Cheryl Hersey discovers what the industry has to say when it comes to supporting women on their pre and post natal exercise journeys.

Industry has work to do to support pregnant mothers CHAIR of the Guild of Pre and Postnatal Exercise Instructors Tanya Stagg believes there is much work to do to improve the support the fitness industry provides to pregnant mothers.

She explained: “Currently, if you have a pregnancy qualified fitness instructor in your gym, you’re lucky. If you have a pregnancy qualified instructor that’s updated their qualification in the last three years you’re really lucky.”

Numbers from REPs back this up; 1,700 REPs members hold ante/ post natal qualifications, that’s just 5.5 per cent of their total membership of 31,000 fitness professionals.

Tanya added: “Getting pre and post natal advice on the gym floor is hard to come by. Many fitness instructors have a lack of knowledge and a fear of getting blamed if something goes wrong. The industry needs to combat this through greater education.”

The guild used to be part of the National Childbirth Trust but became an independent organisation in 1996, they now offer CPD training in pre and post-natal fitness to members and non-members alike.

Membership of the guild is more stringent than REPs; in addition to your base qualification you have to have completed a minimum of a two day pre/post natal specific qualification to qualify. Members must then complete pre/post natal CPD every year to retain their membership status. Despite the need for high standards of training, Tanya believes that all facility operators should provide in-house training on the basics of pre and post natal fitness.

She added: “If all fitness instructors had a basic knowledge women would be so much safer.

“Operators need to be training their instructors on basic things like how to know if a post-natal client is safe to return to the gym. They would not be qualified to work with them but they could spot issues and refer as necessary.”

She believes responsibility should

also lie with training providers.

“We want all fitness graduates to be encouraged to join the guild as it’s the best way to stay up to date with your pre and post natal training,” she added.

Tanya feels that many operators shy away from pre natal group exercise because it doesn't make money. Yet in Finland a group exercise concept for pre and post natal mums is proving extremely successful.

Bailamama, which won Exercise Product of the Year at Finland's leading industry awards is an equipment free concept for pre and post natal mums.

Designed by a midwife, and a physiotherapist who specialises in pelvic floor dysfunction, Bailamama brings pre and post natal fitness to the mass market safely and effectively.

The pre natal sessions provide a fun workout for the whole body but also tackle important health issues like improving pelvic floor strength and learning to relax these muscles.

Participants get the chance to practice pushing positions and prepare mentally for childbirth. Exercises are also included to combat common pregnancy issues like neck and back pain.

The class concept launched in 2011 and is now on the timetable at all clubs across Finland’s two biggest fitness chains. “Bailamama has been extremely well received by operators in Finland,” said Maija Kiljunen, one of the pair behind the concept.

“Offering something for pregnant women allows operators to keep existing members throughout their entire pregnancy and get them back into the facility more quickly after the birth.”

Following on from the pre natal classes, Bailamama also has a post natal offering which provides a quick and safe way for members to return to exercise. ukactive agree that whilst there is much expertise to be had there is still work to be done around accessibility.

CEO David Stalker added: “There

Cheryl and her personal trainer Matt Shore. are a lot of studies and research out there that outline the benefits to women during pregnancy and after childbirth.

“It’s important women have the confidence to take part in the right and safe levels of physical activity during the course of their pregnancy, but they must also have access to trained professionals and facilities so they can do this. There are a lot of experienced and skilled people in our industry delivering this kind of support for an important demographic of people that will experience real health benefits not only for them but for their child as well. However, this is not widely available so what we need to see is a strong commitment from operators and the industry as a whole so these resources can be accessed by the majority.”

The numbers from REPs demonstrate that PTs holding a pre or post natal qualification are in the minority.

I think it’s fair to say that those that many of those who do this training do so to work primarily with this group.

My own personal trainer, Matt Shore, does not specialise in working with pregnant women, yet he undertook the training to be able to better support his clients.

He added: “Last year I had a number of clients decide to have babies. It became apparent to me that I needed to further my skill set in order to fully support the people I work with in the safest, most informed way possible.”

Matt makes an interesting point that

pre/post natal is labelled as special population training yet it’s something that is common and normal.

He added: “In the fitness industry there is much talk of the need to have a niche and be a specialist – which to a level I agree with – but the PT’s job is ultimately to help the people who invest in our services in the best way possible. To me that means continuation of service and an ability to adapt as your clients’ needs change.”

Does the industry need more PTs qualified in pre and post natal fitness as standard? I would argue yes, but for Matt it’s not just about holding the right qualification.

“While pre and post-natal courses deliver recommendations that are safe, it is impossible to say what works for one will be fine for another.

“In my own experience, the more I get to know my clients the better I understand them as a whole and the easier it is to interpret quickly what they may be capable of on a given day. Being able to be flexible and make changes on the spur of the moment based upon what you encounter has been key to providing my pregnant clients with the best possible experience. A qualification says you have been educated to a certain level and can be re-assuring in both directions but trust is a huge part of personal training success.”

Accessible information, greater education and widely available pre and post natal programming are all things we need to see if the fitness industry wants to improve its offering for mums to be.

“The more women understand the benefits of continuing to exercise for as long as they are able to the better.

“That said, greater awareness must be backed up with service provision; specific group sessions, 1-2-1 or semiprivate sessions should all be more widely available.”

Cheryl Hersey is a founding partner of Action PR, a specialist agency supporting the health and fitness industry. For more information visit www.actionpr.co.uk

Guildford Lido hosts 24-hour, 24-mile swim to benefit charity

Rain failed to dampen the spirits at the charity swim held at Guildford Lido.

GUILDFORD Lido has hosted a successful charity swim event where 300 swimmers took to the water.

Participants aimed to swim a mile an hour for 24 hours, with one mile being the equivalent of 32 lengths of the lido.

The swimmers, many of whom were national, international and world masters medal winners in open water, Channel and indoor pool, were raising funds for Place2Be, a national charity which helps children and their families where emotional and mental health is impacting on their daily lives.

The swimmers set off at 9am in half-hourly waves and once they had

completed their mile, the remainder of that hour was free to rest, eat and drink – ready for the next.

Freedom Leisure area manager Steve May, who kept the facilities open round the clock for participants and supporters, said: “2Swim4Life is a fantastic initiative and we were only too pleased to once again be chosen as an official venue for the event. Swimming 24 miles in 24 hours is a considerable challenge and the weather was hardly kind to the swimmers and supporters, being rather rainy and windy. That didn’t seem to dampen spirits though and the atmosphere was encouraging and supportive.”

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UK FITNESS SCENE

Places for People Leisure celebrate their Leisure Centre Operator of the Year Award success with ukactive’s new independent chair Baroness Tanni Grey-Thompson.

Annual award winners announced

By Christina Eccles

THE winners of the 2015 ukactive and Matrix Flame Awards have been announced at a glittering ceremony at the Telford International Centre, attended by over 850 people.

The 14 awards’ categories recognise facilities, suppliers, operators, educational institutes, health practitioners and large corporations that have demonstrated exceptional standards.

Every organisation who entered will receive a full evaluation report of their submission.

Running over five months, the

assessment process provides a chance to test and improve facility operations and receive a comprehensive and useful feedback report.

Winners: Supplier of the Year – Promote PR; Shaping Young Lives – Mytime Active; Healthy Partnerships – Activity Sheffield, Miracle Cure Project; Go Outdoors – 1Life, St Albans Half Marathon; Spark of Innovation – GymCube; Go Green – 1Life; Workplace Wellbeing – Southampton Solent University, Solent Health Spark; Health Club Operator of the Year – The Club Company; Leisure Centre Operator of

the Year – Places for People Leisure; Spirit of Flame – Sarah Denning, Les Mills UK; Health Club of the Year (Multi-use) – Benton Hall Golf and Country Club, The Club Company; Health Club of the Year (Streamline) – Spirit Health Club Gloucester; Leisure Centre of the Year (Multi-use) – Maltby Leisure Centre, Places for People Leisure; Leisure Centre of the Year (Streamline) – Stradbroke Swim and Fitness Centre, Everyone Active; Outstanding Achievement Recipients – PureGym, Operator of the Year; Sony and Halo Leisure, Workplace Wellbeing; 3-1-5 X-Force, Spark of

Innovation. ukactive executive director Steven Ward said: “I would like to congratulate everyone who entered this year and especially the finalists for reaching this stage.

“The assessment process has been established as exceptionally rigorous and this year it was even tougher so all the winners should be very proud of what they have achieved.

“Regardless of whether those attending won or not, the awards night was a fantastic event and we look forward to seeing you all again in 2016.”

Straight to the heart of the matter

By Dave Wright TECHNOLOGY is advancing. It took Apple 74 days to sell 1m iPhones, 28 days to sell 1m iPads and allegedly just one day to achieve 1m watch sales.

Meanwhile, recently, wearable wristband maker Fitbit was valued at an astonishing £3.8b. Both of these companies are using heart rate monitoring (or better described as pulse rate monitoring) as a key addition to their selling deck, providing more accurate data on their members’ health.

This all raises great ‘awareness’ when we, in the fitness industry, are responsible for raising heart rates during the activities that we provide in our fitness facilities.

We all know that training at different intensities and heart rate zones fast track you towards your goals and are aligned with the World Health Organisation’s guidelines on measuring activity. But in order to train in your zone, you need gear that will be accurate, reliable and also fit for purpose. And there lies the problem.

Wearables with so called ‘heart rate’ are a popular choice for many people because they are easy to ‘wear’ but they rely on a prediction of blood flow from the heart rather than the electrical impulses of the heart’s activity and therefore are not accurate for 90 per cent of activities in the industry. The device shines a light into the blood

vessels in your wrist, and then detects the changes in blood volume that occur each time your heart beats and pushes blood through your body.

Sensors on the device detect how much light your blood vessels reflect back: less reflected light means a higher blood volume. While this method is relatively accurate at rest, it becomes tricky during movement when your muscles, tendons and capillaries can sometimes get in the way of the light measurement, causing inaccuracy in the reading.

Companies are now creating algorithms for their wristband monitors that cancel out the effects of movement (Motion artifact removal) so that if the blood is slushing through the veins at a consistent rate (such as when walking) then they can predict what pace the heart is beating. Which is great… when you know what the wrist is doing. Not so great when you don’t. Ie. In a Zumba class, or swinging a kettlebell, or any HIIT session.

Chest straps on the other hand wrap around your chest, and monitor heart rate using a technology similar to that of an EKG, so they measure the heart's electrical activity directly, making them close to 100 per cent accurate both at rest and in motion.

Fingertip scanners are the most recent addition to the heart rate monitor market. Some phones, like Samsung and the iphone, allow you to check your heart rate by placing a

Dave Wright fingertip on the camera sensor.

Hospital heart rate monitors that clip onto your finger use a similar technology, which once again can only really be used to measure heart rate while at rest.

The application and difference of heart rate monitoring in our industry is very important to understand.

Clubs and trainers need to be educated to identify and be able to prescribe training accordingly with accurate data presented to them. And while the choice to use a wrist based wearable versus a chest strap is up to the consumer, it's clear that for accurate ‘heart rate’, chest straps (or skin patches) are undoubtedly the most

accurate option for the time being.

You see, there is a belief that the industry is under attack from consumers knowing more about their own health, bodies and the type of training to do than what our own instructors know. Technology is providing that awareness to self-efficacy, which refers to ‘an individual's belief in his or her capacity to execute behaviours necessary to produce specific performance attainments and reflects confidence in the ability to exert control over one's own motivation, behaviour, and social environment.’

So the industry must be better prepared to deal with the added influx of heart rate technology, training and devices to better capitalise on this huge surge into training. Put simply, to stay relevant to the customer, operators need to be a beat ahead!

Dave Wright is the CEO of CFM (Creative Fitness Marketing), owner of the Feelgood Fitness and Voyage Fitness Club Chains, A former Board Director of UK Active and the creator of the wearable technology tool MYZONE. 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.Wright@cfm.net

GROUP EXERCISE

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To trend or not to trend? That is the question

By Louie Fecou FOR the average group exercise instructor, what training to do next is a minefield.

Since Zumba exploded onto the fitness scene a few years back, the group exercise fraternity found themselves suddenly in demand and community centres and church halls were flooded with legions of eager dance fans.

For many it was a chance to finally make some decent money, and for many, it elevated their profile in the industry.

Zumba was wild, to the point where instructors were competing for prime sites and clients.

The first Zumba class I attended had a line outside the door and a declaration that not everyone was getting in that night.

The amazing teacher could only take 150 people, so if you were late to get in line, your fitness was on hold until next time.

The goalpost moving strategy of Zumba, was to allow anyone to attend the training.

No ETM required, so of course when the initial instructors appeared to be making their fortune with classes, it was only a matter of time before everyone became an instructor.

Every boom is followed by a bust, and many would argue that saturation killed the cash cow of Zumba, at least for your local instructor.

Since then the hunt has been on for the next big thing.

The trouble is, trends change, and people move on, and the savvy fitness client is so spoiled for choice, that it seems we will never see the likes of Zumba again.

Sure there are popular classes out there, but none that have reached the heady heights of Beto's first born.

I know teachers that have tried everything from Bokwa to Konga, but it would appear the shelf life on these classes is limited.

Of course there's nothing wrong

Louie Fecou with trying different sessions for clients, it's good to mix it up, but is there an air of desperation about the instructor that attends every workshop available and the industry that continues to push new formats at them, in the hope that one will stick?

The reason formats like Aerobics, Step, Circuit and Pilates stand the test of time, is that they work, and aren't a trend.

Those perennial classes simmer away in the background of gym schedules with a loyal and underrated fan base that enjoy the flexibility and imagination that instructors can bring to the session.

As for Zumba, I still teach and love it, but Zumba Step, Zumba Sentao and Zumba Toning, never quite hit the mark the way the original format did.

Perhaps the secret is to be original and fresh with the formats you already teach.

Instead of repeating the formats of others, take a bit of time to think about what you are teaching, refresh your routines, experiment with new music and moves and become your own trend.

Louie Fecou is the creator of Cardio40 and Retrobics. For more information visit www.thestudiofitness.co.uk

Big Ballet classes cater for people of all ages and standards.

Ballet organisation aims to eliminate stereotypes

By Olivia Taylor A GROUP of inspirational ballerinas are doing their best to push the fact that ballet can be for everyone with their open classes.

The Big Ballet UK organisation comprises dancers of all shapes and sizes, eliminating typical stereotypes associated with this type of dance.

The idea of putting on dance classes for the public stemmed when the Channel Four show ‘Big Ballet’ aired, which featured the group, and people got in touch either expressing how keen they would be to have a go at ballet or how they want to rekindle their love for the art form.

Big Ballet artistic director and choreographer, Daniel Jones said: “Nothing like this has ever been done, that’s why without things like Big Ballet

there’d still be a lot of people shying away from ballet. It’s groundbreaking what it’s inspired.”

The classes take place in Woodkirk near Leeds and Newcastle-underLyme and cater for all different kinds of people, with a complete mixture of ages and standards.

Daniel added: “I love teaching them all. I’ve gathered tons of knowledge over the years and it’s brilliant being able to share it with them.”

All of the classes are well attended and aim to include fun, fitness and performance.

Daniel added: “Every week I have new faces.

“When people first come along to the open classes they’re always shy, but within a couple of sessions they’re just as addicted as an 11-year-old aspiring ballerina.”

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Classes launch with a bang at Sports Village CLUBBERCISE classes have launched with a bang at Astley Sports Village after the club added the sessions on to its group exercise timetable.

A team from the gym went to IFS 2015 in Blackpool earlier this year to sample the classes on offer over the weekend.

Dance instructors Lisa Varela Pinto and Jo Whittle took part in a Clubbercise session and loved the class so much, they knew they wanted to introduce it to their members.

The gym is now successfully running two classes a week, with plans to add more.

Director Mark Storie explained: “Once they were qualified by Clubbercise, we scheduled a taster night free to all members and nonmembers, which brought 86 people armed with their glow sticks, UV clothing and a mass of energy which took over the sports hall and created such a wow factor with those who attended.

“As a facility it was essential we invested wisely with a range of disco lights and a great sound system to really give the class that club feeling you get on a night out where everyone can dance away, have fun and enjoy exercise.”

Boogie Bounce classes can be enjoyed by people of all ages

By Christina Eccles GROUP exercise fans across the country have been bouncing their way to fitness by participating in an innovative class, which utilises the fitness benefits of working out on mini trampolines.

According to the founder of Boogie Bounce, Jenny Belcher, the classes are designed to enhance fat loss and provide a full body workout, while also being low impact on joints and ligaments.

With over 250 instructors already delivering classes and plans in place to recruit more, Jenny told Workout, it can be a great concept for gyms and PTs wanting to try something different.

Jenny said: “Due to its popularity, I feel sure any gym/studio that decided to offer Boogie Bounce classes would get a very positive response.

“We’ve got more than 250 instructors now and many of them are arranging extra classes to cope with demand, so we know there’s huge potential out there.

“I believe a gym could use Boogie Bounce to enhance its membership, by offering current members something new and exciting that could easily be fitted into their schedules.

“At the same time, they could look to grow their membership base by targeting people in their locality who may not be keen on ‘traditional’ gym

Boogie Bounce classes are designed to enhance fat loss and provide a full body workout. workouts, but would find the fun factor of Boogie Bounce classes appealing. It’s a question of cross-selling the benefits to both types of customer and we have instructors who have been very successful at doing this.”

Any instructors who want to deliver the sessions must complete a one day training course and clubs considering adding it to their timetables also need to take into account space for the mini trampolines – both to store them and to have enough for one per participant in a class.

Jenny added: “The Boogie Bounce programme can be enjoyed by people of all ages, shapes and sizes and is not specific to gender or fitness levels.

Each person is allocated a trampoline for the duration of the class – there is

no sharing of equipment – so they can exercise at their own pace, building up to some of the more complex moves as they grow in confidence.

“We have had an eight-year old and an 80-year old enjoying the same class and I doubt many group exercise programmes can claim that.

“We’re thrilled with the response.

The feedback has been amazing and it’s great knowing so many people all over the country are reaping the benefits of bouncing around on a mini trampoline.

“And, the most important thing is, whatever their personal goal – whether they are doing Boogie Bounce to tone up, get fit or lose weight – they are achieving it while having a great deal of fun.”

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GROUP EXERCISE

Class success for new KETTFusion instructor

A selection of instructors from MOSSA’s licensed clubs have become the first to try the latest release – Group Groove. A fusion of club, urban, and Latin dance styles set to the hottest current hits, the class is inspired by a variety of dance styles, such as disco, club, musical theatre and country. Instructor Rachel Fortnum, who took part in the launch, said: “It's a mashup of club, Latin and urban styles, guaranteed to get your feet moving and your heart racing. I left feeling pumped, primed and eager to share the experience with as many people as possible.”

Flashmob set for FitPro Live THE Exercise, Move Dance Campaign is calling all dance fitness enthusiasts and instructors attending this year’s FitPro Live to strut their stuff in a #NotSoSecretFlashmob.

To mark the launch of their new Teacher and Instructor Membership, Level Two Dance Fitness Qualification and ongoing success of the Open Bursary Scheme, the #NotSoSecretFlashmob has been created in partnership with Popdance, Clubbercise and fitness presenter Jo Cooper, to celebrate dance fitness

through the 80s, 90s and 00s.

Ahead of the event, dance fitness teachers, group exercise instructors, personal trainers as well and dance, fitness and exercise fans will be given sneak previews and online tutorials on the Exercise Move Dance Facebook page and YouTube channel to learn the moves to three routines before hitting the floor at ExCel London.

A pre-flashmob rehearsal will take place at Stand 16 at 10.30am on Friday July 10 before the big reveal at 1.15pm.

SINCE its launch in 2013, KETTFusion has been taking the North West of England by storm with fitness facilities adding it to their weekly class schedule.

After introducing instructor training courses at the start of this year, the team at KETTFusion is working hard to fulfill demand for this unique new fitness phenomenon.

One that opens up a whole new skill set as well as the opportunity to help grow the brand and put it firmly on the map.

KETTFusion gives ETM instructors the chance to add something different to their repertoire but also helps them to secure more work in the facilities in which they teach, by getting KETTFusion classes added to the timetable.

This is something that freelance ETM instructor, Krissi Bingham did.

Always on the lookout for new classes and fitness trends, she wants something that will complement the classes she currently teaches but also give her the edge over the local competition.

When she qualified as a KETTFusion instructor in March she approached her employers at Life Leisure Hazel Grove and Metro Fitness and persuaded them to let her teach the class in their facilities.

She now teaches two classes per week alongside her other classes;

KETTFusion founder Michael Ross Body Pump, Circuit, Body Conditioning, LBT, TRX and HIIT. Krissi said: “Classes are already busy as it offers something completely different and is not just an hour with the kettlebell.

“The martial arts moves and tribal sounds help to keep the class motivated and pushes then to do more.

The class definitely gives them an element of surprise. They never know what’s coming next.”

For more information visit www.kettfusion.com or email kettfusion@gmail.com

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Success for Aimee’s Sling Fit SHEFFIELD personal trainer Aimee Rogers is achieving success with a new mum and baby small group exercise class.

Mum-of-two Aimee runs Revitalize Fitness – a personal training business specialising in training busy women and mums – and also works part-time as a gym manager.

At her Sling Fit sessions, mums can have small babies in a sling while they work out, with Aimee trained as a babywearing peer support worker – meaning the sessions are safe and informative.

She said: “There is a lot of evidence that carrying your baby in a sling is beneficial for the health of both

Sling Fit helps mums bond with their babies. mums and babies, so combined with the added benefits of postnatal exercise, Sling Fit is really helping mums to strengthen their bodies and the bonds with their babies after pregnancy.”

‘Fitness Classes by Georgia’ include five Kettlercise and one H.Core class every week.

Georgia’s classes are a hit

The team behind innovative London studios BOOM Cycle have been achieving success with a new venture – the UrbanTRI. The event takes place once a month, in collaboration with Covent Garden based yoga studio Yotopia and Sweatshop running club. Combining three activities, the UrbanTRI comprises a 45-minute bikram yoga session, three-mile run and an eight-mile hardcore spin, followed by an after party at BOOM Cycle. The UrbanTRI concept burns up to 1,700 calories and there are 30 spots available at £40 each, which go on sale two weeks before each event.

GEORGIA Testa from Bedfordshire discovered from a very early age that she had a passion for singing, acting and dancing.

She went on to university to study a dance and professional practice degree where she achieved a first class honours and this is where she found a love of everything fitness at the same time.

At the young age of 20 she set up ‘Fitness Classes by Georgia’ as she wanted to continue teaching dance and serving her local community.

Over the last few years her fitness classes have become a big hit.

Georgia said: “I became a Kettlercise instructor in April 2014 and decided to do the H.Core Kettlercise Instructor Advanced Course in December of the

same year. I now run five Kettlercise and one H.Core class every week. It has attracted a completely different generation of clients and I work with clients from 16 years to 70 year olds.

“There is a class within the Kettlercise brand that suits everyone.

I now have a variety of clients from different backgrounds and age ranges.

“Kettlercise has maximised my class numbers, involved men in the take up of group exercise and helped lots of people achieve the body they never thought they could. Becoming a Kettlercise instructor has been the best decision I ever made.”

To find out more or to become a Kettlercise instructor see page 19 or go to www.kettlercise.com to book on a course near you.

MEMBERSHIP MARKETING AND RETENTION

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Improving member retention was the focus of a recent convention, which was live streamed to hundreds of people around the world. Here, Workout rounds up highlights from the day.

Renowned experts discuss retention at convention THE Retention Convention saw over 120 fitness industry delegates participate in a hands-on day of learning in central Birmingham, while over 400 opted to take part via live stream in 24 countries.

The event featured four world renowned health club retention experts who took to the stage to explain what does and doesn’t impact on retention, the key components of a retention strategy and why measuring attrition is what amateurs do.

At the convention, retention guru Dr Paul Bedford discussed the questions that need to be answered when developing a retention strategy, from staffing and scheduling of activities to digital approaches and methods for measurement and KPIs. Key messages from his talk included: Experienced members have different expectations around club offerings, similar to those we have for restaurants, fast food and take away choices.

We need to avoid the one night stand and build a long term relationship.

It takes time and effort for inexperienced members to learn the art of being an exerciser and we must make that easy for them.

To make a difference on how long members stay, help them manage their expectations and refocus on enjoying the experience and the results.

Also at the event, Dr. Melvyn Hillsdon talked about his latest research, the TRP 10,000, which is the largest member insights study of its type to date, while former global director of member experience at Fitness First, Rob Gregory, described the importance of laying a solid foundation to your retention strategy and explained how quantitative and qualitative data helps operators to understand the true impact of business decisions and the effect of member retention.

Delegates also heard from Guy Griffiths – who specialises in fitness and exercise-focused data mining and business intelligence – who gave practical advice on what health club operators can do to improve member retention using various communica-

Paul Bedford tion systems.

Paul said: “The four sessions were designed to complement one another, building a deeper understanding of retention issues and how to combat them, and with just a single sponsor, Life Fitness, the event was entirely educational and avoided the now common product pitches as a presentation format.”

During a Q&A session the audience,

both at the event and watching via live stream, posed questions for the panel, which included ‘what are the five key trends for the future of the industry and how will these impact on retention’ and ‘what impact, if any, will the rise of micro gyms and product specific studios have on traditional clubs?’

Watching online was David McLean, fitness manager at Edinburgh Leisure, who added: “The opportunity to view the convention online when I couldn’t make it in person was extraordinary and I felt like I was in the room listening – the sound and visual quality was fantastic and I liked the balance of the screen slides with the presenter visual.

“The presentations had a good variety across data, technology, actions to take and soft skills. It was also great that we could ask questions via social media. Well done for what was a fantastic day.”

Access to the event can still be purchased via Vimeo. If you would like to watch the Retention Convention email paul@retentionguru.co.uk for more details.

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MEMBERSHIP MARKETING AND RETENTION

Mobile technology is revolutionising our lifestyles, according to expert Jake Laversuch, allowing for many of the things we do on a daily basis to be faster, simpler, and more convenient. Here he reveals why adopting a mobile strategy can help gym owners with all important issues including retention, marketing and secondary spend.

Why owners should be adopting a mobile strategy SMARTPHONES keep us up-to-date, entertained, and connected. We rely on them throughout the day, which is why we check them so often.

With the sales and marketing cost of attracting a new gym member generally considered to be at least five times that of retaining an existing member, engaging your gym’s existing community by virtue of their most personal device has become a key strategic asset for gym owners looking to make a positive impact on their retention performance in 2015 and beyond.

The gym owners that adopt mobile and are truly orientated around their members will further distance themselves from the pack this year.

Too often a lack of engagement induces a cycle whereby members ratchet down their behaviour pattern and lose interaction with their gym.

After two to three weeks of no shows the member will lose touch. After six plus weeks that member will more than likely leave. This problem is not new, so why are so many gym owners struggling to make a positive impact on their retention performance?

Five reasons gym owners should be adopting a mobile strategy: 1. Improve Retention Stop focusing on how many memberships you need to sell and start focusing on how many existing members

you need to keep. Existing members are your cash cow!

They have proven they are willing to spend money on your services. It is vital you keep them engaged, keep them spending money and keep them happy!

Empowering members with a feature-rich mobile app ensures they feel welcomed and connected from the start. An app creates ‘a third space’ for your gym, a platform for your members to build a functional relationship with your fitness professionals.

Stronger relationships and higher levels of continued engagement supports a healthier membership, improving overall retention rates at your gym.

2. Sell more memberships Mobile technology empowers you with the ability to convert a prospect before they even walk through the door. It’s no secret that word of mouth referrals are the most effective source of new member recruitment; by integrating social sharing, guest invitations and referral incentive programmes, an app can provide an excellent and cost effective opportunity to leverage your current membership base as a means of enhancing new member acquisition, saving you time and money on your marketing spend.

instant communication with your members.

4. Support Additional Revenue Streams In-built forums and ‘WhatsApp’ style one to one messaging enables members to connect with your staff, personal trainers and each other. An app drives social engagement and builds a sense of cohesion and identity at your gym. Empowering your fitness professionals with their own personal profiles within an app, allows them to showcase their services, as well as providing valuable access to your entire gym community to network and build their client base.

Jake Laversuch 3. Improve Communication Need to cancel a class? Want to promote a special offer? Create, edit and send highly targeted push notifications from your mobile app to keep your members up-to-date and engaged with your gym. These messages can contain an offer, a greeting, a notification, or an account notice – all designed to focus your members’ attention. Push notifications have a much higher engagement rate (average 90-95 per cent) than email (average 12 per cent) and cost nothing to send, providing a highly effective and

5. Mobilise Bookings Mobile optimised integration of your class booking system allows your members to view live booking availability and makes booking direct from their mobile easy. Take course and class reservations, membership renewals and other payments 24/7 directly from an app; improving efficiency and reducing no-shows. Many apps also include a website plug-in that facilitates a seamless integration with a gyms existing website.

Jake Laversuch is a leisure industry mobile engagement specialist at spontly; a company which specialises in fully branded, feature-rich mobile applications.

MEMBERSHIP MARKETING AND RETENTION

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Connect+ makes it easy CFM and MYZONE join to follow up prospects with 3-1-5 health clubs

ARE you systematically tracking and following up all your prospects until the point that they either join or you know for sure they have joined a different club? At Ashbourne, we make it really easy for you to do this.

The start point is to extract contact details from each prospect via a questionnaire as part of The Perfect Sales Tour – see how to do this in our 100 Ways To Attract More Members free e-book, advertised in this issue of WorkOut. Enter your prospect’s details onto the database system that is available to all Ashbourne customers, giving them a prospect classification.

You can then email prospects straight from our integrated

Connect+ module, using a simple personalised templated email. See detailed reports about whether the email has been opened and the links clicked.

This allows you to make an informed follow-up by phone or further email.

So, have you got a pile of prospect names scattered about on various bits of paper, emails and spreadsheets? Get organised and get tracking them and following up until they say… YES! Connect+ is available to all Ashbourne customers as part of our Collection+ service.

For more information visit www.ashbourne-memberships.co.uk or call us on 0871 271 2088.

CFM have been operating innovative Memberdrive campaigns since 1990.

With thousands of new members added yearly to gyms throughout the UK, they have both the expertise and resources to add new members to health clubs. Over the last 25 years the industry has changed and CFM have evolved and develop new ways of attracting members to clubs.

A recent example includes the launching of a new campaign at the spectacular 66,000 sqft facility, 3-1-5 Health Club in Lancaster.

The drive to work together on this campaign came from the ukactive report ‘steps to solving inactivity’ which found that Lancashire had a national rank of 90 in terms of its level of inactive people, out of 150 local

authorities and that 30 per cent of people in Lancashire were classed as inactive.

In collaboration with MYZONE the campaign aims to enrol over 500 new members to the club. All new members will be issued with a MYZONE MZ3 Bluetooth belt free of charge and given regular programmes and support from the club to help those customers achieve their goals. Along with the backing of the Government’s Change 4 Life campaign, this campaign will not only generate new members but help improve the health of the Lancaster area community.

If you would like to find out more about CFM Memberdrive campaign please call on 0115 777 3333 and press option one or email uk@cfm.net

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UK FITNESS SCENE 1Life has strengthened its team with the appointment of Tracy Danks as head of health, safety and quality. Tracy (pictured left) will be responsible for a range of initiatives across all 1Life centres, ensuring consistency in the approach to issues such as customer service and safety, lifeguarding, Quest and RoSPA accreditation. She said: “I am really excited to take up the role of head of health, safety and quality with 1Life and to continue the excellent work already started in changing the culture of health and safety. I will be supporting the team of dedicated, professional staff at 1Life in improving the customer journey throughout all of our centres and raising awareness of the 1Life brand.”

Centre’s multi-million pound refurb to include a new gym A NEW gym and changing facilities will be introduced at Ponds Forge International Sports Centre as part of a multi million pound refurbishment.

The facility, operated by Sheffield City Trust, will be kitted out with the latest fitness equipment, featuring technology such as Technogym’s Wellness System and MyWellness Cloud.

The free weights area will also be expanded and there will be a large multi-functional zone in the gym’s centre designed to make the space more flexible.

Team, competition pool and members’ changing areas will be re-fitted with new showers and lockers and the latter will also have a spa with sauna

and steam room.

Other developments include a revamp of the swimming and gym reception and a change of access points to improve security.

Chief executive of SCT Steve Brailey said: “The refurbishment at Ponds Forge will provide modern state-ofthe-art fitness equipment for all our customers and will also improve the changing areas for pool users.

“All this will contribute to our ongoing goal to improve the health and wellbeing of Sheffield by creating topof-the-range venues where local people can go to exercise and improve their fitness.”

All refurbishment work is expected to be completed by the end of October.

‘This Girl Can’ returns with a huge bang

By Christina Eccles SPORT England’s This Girl Can campaign has been extended to include more ways for women to get involved and get active, following the huge success of its launch.

To date, the campaign has received over 250,000 social media interactions revealing a huge appetite among women to join in, share and celebrate their experiences of being active.

Now to spread the word even further, the brand has partnered with Marks and Spencer to sell a limited edition This Girl Can T-shirt, with £1 from every t-shirt sold being used by Sport England to fund projects to help women get more active.

The popular TV advert will also return while a This Girl Can web app will be launched, which will help fans to create and share their own personalised version of the advert.

Women will be able to upload their own This Girl Can style picture – whether that’s them finishing their first 5K run or returning to rounders –

choose a campaign mantra such as “Hot and Not Bothered” and add the This Girl Can logo.

Anyone who uses the app may even end up featuring in the campaign, as the best pictures will feature on digital sites in shopping centres around the country.

Chief executive of Sport England Jennie Price said: “The response to This Girl Can has been truly incredible. Since we launched the campaign, over a quarter of a million women have shared their personal stories of getting active.

“When we developed the campaign, we focussed on the fear of judgement and this has resonated with women across the world. I have been overwhelmed by how many women have wanted to be part of the campaign, to share it, celebrate it, and own it for themselves. We now have a new web app which means women can create their own This Girl Can ads and our partnership with Marks and Spencer means that women can literally wear the campaign with pride.”

The gym at Huddersfield Leisure Centre has more than 100 CV and resistance stations.

New £36m leisure centre opens A NEW £36m leisure centre has opened in Huddersfield, replacing Huddersfield Sports Centre.

The new Huddersfield Leisure Centre, operated by Kirklees Active Leisure on behalf of Kirklees Council, offers a wide range of facilities including a gym measuring more than 1,000sqm and featuring over 100 cardiovascular and resistance stations, a functional zone with a TRX frame, an OMNIA functional training area and a 33m sprint track.

The new centre also offers a 25m, eight-lane competition pool; a 20m training pool with moveable floor and a family leisure water facility.

Other facilities include two sports halls, squash courts, martial arts studio, indoor soft play area and a café.

The leisure centre is also home to the new Huddersfield Climbing Centre, operated by internationally

renowned climber, John Dunne, as part of his company the Climbing Centre Group.

KAL’s chair of trustees David Heddon said: “This is an amazing facility that the people of Kirklees will be very proud of for many years to come.

“It’s an outstanding facility and a clear demonstration of both Kirklees Council’s ambitions to improve the health and wellbeing of local people, while also helping KAL continue to realise our vision of helping more people, become more active, more often.”

The centre has been funded by a combination of cash from the sale of the existing site, funding from KAL and other council funds that would have otherwise been spent on repairs to the old Huddersfield Sports Centre, which has now closed.

CLEANING AND HYGIENE

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With cleanliness and hygiene vital issues for operators to get right, Howard Sedgwick discusses why rising numbers of gym owners are realising the importance of good hygiene throughout their premises – not just in the washroom.

Hygiene factors – clean thinking to support gym operators MORE than 8m people in the UK have a membership with a gym or leisure centre and the sector continues to grow, with over 300,000 new members every year according to the Leisure Database Company.

This good news is bringing with it increased competitiveness between gym owners, and now a rising number are putting hygiene at the centre of how they attract and retain members.

Beyond high quality fit-out and equipment, hygiene is of course already a core issue for businesses in the sector. Hot, sweat-inducing workouts mean having access to high quality hygiene products is often a necessity for demanding consumers in this market.

Washrooms and showers are the first priority to get right. For example, gyms should have quality, effective hand driers which are fit for purpose to help halt the spread of germs, since wet hands carry more bacteria than dry ones.

Feminine hygiene is also seen as hugely important. It is no longer just a case of providing feminine hygiene

units that collect waste, they need to include effective germicides that kill viruses and ensure the waste inside is harmless, whilst also delivering a pleasant fragrance.

In addition, gyms, like any large open-plan area, see different people share the same space and breathe the same air.

The high footfall means more people enter and leave gyms in one day than other buildings of the same size such as offices.

The need to share equipment also means more hands touch the same surfaces, bringing with it more opportunities for germs to transfer between people. Ensuring the air is clean and surfaces are spotless is therefore a priority.

While germs are a concern, a more obvious turnoff for gym users is smell.

Because of sweaty activity in gyms, those looking to create a more pleasant environment need to factor this into their hygiene plans for sites.

We’ve seen a lot of demand from gyms for products that tackle this including those that neutralise malodours, kill 99 per cent of airborne

Hand and Handle wipe station combines a dispenser and bin PATRONS will take notice of this bright, free standing dispenser when they enter a gym or fitness club.

The product conveniently combines a wet wipe dispenser and bin in one unit. Solid, rotationally molded plastic makes this a perfect receptacle for high-traffic areas and can be moved easily to anywhere in the gym.

Designed for heavy use and handling but light enough to carry, it is

also very easy to load and empty.

The Wet Wipe Dispenser holds rolls of up to 1,000 anti bacterial wipes.

The Hand and Handle wipes are designed to clean and disinfect common gym surfaces but also sensitive enough to use on hands. The Hand and Handle can be branded with a gym’s name and logo.

For more information visit www.addgards.com

Howard Sedgwick viruses and diffuse continuous fresh fragrances.

The latest technology used in modern, intelligent odour neutralisers ensures that the air remains clean

and fresh by constantly purifying the air. However, there is also need to go far beyond the washroom to ensure total hygiene management.

An increasing number of our clients are installing hand sanitisers at reception areas so that members can enter and leave the premises assured that their hands are as clean as possible.

In addition, with 80 per cent of dirt being carried in on the soles of shoes, firms are opting to have welcome mats routinely collected and replaced to ensure dirt left on these is not being brought further into gyms, pools and other workout areas.

These are the sorts of steps that are being taken to ensure that hygiene is considered at every part of the gym – not just traditional areas like showers and washrooms.

Those that are being clever in the way they take an all-encompassing view of how hygiene can be improved throughout their premises can make their gyms more attractive to members and gain a subtle edge in an increasingly competitive market.

Howard Sedgwick is managing director of Cannon Hygiene.

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UK FITNESS SCENE

Centre is UK’s first to use system GRANTHAM Meres Leisure Centre is to benefit from a £600,000 investment, which will see it become the first leisure centre in the UK to use the TRX Strong Flex and Lean system.

The redevelopment will also see the size of the gym double to 350m2, a new group cycling studio created, new changing rooms with lockers, cubicles and showers, the reconfiguration of the reception area and the addition of a new Costa Coffee cafe.

“The whole project is due to be finished late summer.

Contract manager for 1Life Tony Mabbott said: “Grantham Meres will be a first class facility featuring the very latest in fitness innovations.

“The investment is going to make a significant difference to the services that we can offer to the community and we are sure that our customers will be delighted with the changes that are being made.”

Banks O’Dee Sports Club staff celebrate their Investors in People Scotland successes.

Gym achieves IIP awards A SCOTTISH independent gym has become the fourth organisation in Scotland to achieve all three awards from Investors in People Scotland.

Aberdeen based Banks O’Dee Sports Club has been given IIP accreditation; the IIP Health and Wellbeing Award and the newly launched Investors in Young People accreditation.

Chief Executive of Investors in People Scotland Peter Russian said: “To achieve Investors in People accreditation, or the Health and Wellbeing, or the Investors in Young People Award is a fabulous achievement in their own right.

“But to accomplish all three awards is a real mark of the high esteem in which Banks O’Dee Sports Club hold

their people. As one of the first organisations in Scotland to achieve the IIYP Accreditation their dedication to the employment and development of young people cannot be understated.”

General manager Iain Watson added: “These awards demonstrate our commitment to providing good sustainable business practices.

“Out of a core 15 staff nine are under the age of 24. Every employee is given the opportunity to progress their career within the Sports Club with investment in external and internal training. We are only as good as our team and I believe Banks O’ Dee is setting the standard in the sports and fitness industry.”

Two senior industry professionals have joined the CIMSPA board of trustees. The appointments of Andy Reed OBE, chair of the Sport and Recreation Alliance, and Nick Masson, sales director of Bigwave Media increase the number of trustees on the board from eight to 10. Chair of CIMSPA Dave Stalker said: “I’m delighted to welcome Andy and Nick to the CIMSPA board. They are both highly talented professionals and together bring a mix of skills and expertise that will make a huge contribution to our work.”

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SUPPLEMENTATION AND NUTRITION

Gym’s members benefit from healthy food delivery service

By Christina Eccles MEMBERS at a low cost, independent gym are exclusively benefitting from a healthy food delivery service, designed to help them eat well and keep on track with their goals. i-motion gym in Rotherham has teamed up with Live Fresh to offer members the scheme, which gives them access to a variety of unprocessed, clean and fresh foods, with the convenience of having everything delivered straight to their doors.

Founded by personal trainer Ben Fox and dietitian Luke Cunningham, those who sign up to the service – which costs £67 per week – will be sent a box containing all the ingredients to prepare three meals a day for five days, plus snacks.

Ben sources the ingredients himself – focusing on local and organic produce wherever possible – with users inputting personal details, such as height, weight and food likes and dislikes, onto the website before they get started to ensure they are provided with nutritionally balanced products to suit their needs and achieve the ideal fat loss results when combined with their exercise regimes.

He said: “We get food from source

An example of a meal that can be made using ingredients from the box (left) and i-motion gym owner Gareth Evans (right). and can trace it all the way back. It’s ethically produced and as much as we can is organic.”

A dedicated app can also be downloaded to help clients create meals from the foods in their boxes, with the service available exclusively to i-

motion members until August when the concept will be rolled out to a wider audience.

Gym owner Gareth Evans added: “It’s an extra string to what we are doing. People are coming to the gym to get fit and lose weight. Having

something like this by someone like Ben means it sells itself.

“The reason why I like it for the gym and members is because it’s affordable and healthy.

“It’s good nutritious food – and the results are proven.”

Muscle Mousse launches in Europe MUSCLE Mousse has launched in Europe to bring its products to a wider audience in countries such as Germany, Italy and France.

Muscle Mousse will work with NaskorSports, a Netherlands’ based company which supplies over 3,000 customers including retailers, fitness centres, and online shops in 33 European countries, to deliver its high-protein dessert mousse to retailers in Europe.

Director Jon Birkett said: “We hope we will have as much success in Europe as we have enjoyed in the UK and Ireland, positioning Muscle Mousse as the number one protein snack in the respective countries.

“With a massive 30g of time release protein, low fat, no added sugar and tasty flavours, we cannot wait to see the European reaction to this delicious product.”

DRINKmaple stocked in well-known clubs How Matt beat over 1,000 entrants to take the crown A MEMBER at Fitness Flex Doncaster has beaten over 1,000 other entrants to be crowned this year’s Bodypower Transformation Challenge champion.

Matt Anderson entered the 17-week competition after deciding to get into shape last December and by overhauling his diet, weight training six times a week and doing additional cardio twice a day, he transformed his physique – losing three and a half stone.

As a result of winning the competition, he is now a sponsored athlete with supplement company Musculi and is committed to carrying on with his fitness journey.

He said: “I spoke to a gym owner that specialised in prepping bodybuilders for competitions who gave me his ideals on training and diet.

“I entered into the competition really just to keep myself motivated, I’d never dreamed of winning it.”

GYMS including London: Equinox and The Reebok Club have been introducing their members to the benefits of a new drink which is being stocked in the clubs.

DRINKmaple is the sap that comes straight from organic maple trees in North America and includes nutrients such as vitamins, minerals, electrolytes and prebiotics.

Dietitian Lola Biggs said: “The types of nutrients found in DRINKmaple make it a really effective, natural way to stay hydrated.

“The water’s unique composition means that it’s great post work out as its natural potassium content is equal to what you’d sweat out in the average hour of exercise.

“Swapping your usual spring water for Maple Water means you get a mix of 46 nutrients, including an array of age-fighting antioxidants, essential electrolytes and vital minerals such as Calcium, Iron and Magnesium, with

fewer calories than a stick of celery.”

Naturally low in calories (20Kcal per 250ml), it contains half the sugar of coconut water with no added sugar or preservatives. Not only is it gluten free, dairy free, vegan friendly and non GMO, it’s totally harmless to the trees and sustainable.

SUPPLEMENTATION AND NUTRITION

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Pulsin’ and leading cook join for social media competition PROTEIN powder and snack bar brand Pulsin’ teamed up with Protein Pow cook Anna Sword to launch an interactive video competition at their Protein Truffle Lab. Followers of Pulsin’s and Protein Pow’s social media accounts were invited to take part throughout the day by posting their dream protein truffle flavours to Anna's Facebook page and tagging them with #pulsinpowlab.

All entrants had the chance to win

protein-packed prizes and have their flavours turned into actual truffles by Anna and Pulsin’s co-founder Ben Lewis.

Prizes for the winners will include a signed copy of The Protein Pow cookbook, a batch of the winning protein truffles and a 1kg bag of Pulsin’ protein powder.

All winners will be announced in a video detailing all the action from the day when it’s released on Facebook, and proteinpow.com.

Company launches new brand image and range SPORTS nutrition company Atlantic Multipower has launched a new brand image – and expanded its product range.

The new range incorporates a 100 per cent Pure Whey Protein, a 100 per cent Whey Protein Isolate and a Mass Gainer and is available in two new flavours – coffee caramel and banana mango – as well as the existing French vanilla, strawberry splash and rich chocolate.

The brand overhaul includes improvements to logo design and

packaging and will be accompanied by a new multimedia launch campaign, called Build Your Muscles in HD. Senior brand manager lifestyle Manuela Ufer said: “It is an incredibly exciting time for Multipower introducing both our new protein range and launching our new brand image in conjunction with this.

“We feel the combination of the two places us perfectly to effectively meet the needs of today’s gymgoers and fitness fanatics.”

Ex-rugby star backs coconut water Isotonic sports drink, iPro Sport, has become the official hydration partner for Essex County Cricket Club. The partnership will see iPro Sport supply its sports drinks to the club’s players throughout the season. Marketing director at iPro Sport Lisa Marraffa said: “We’re thrilled to have Essex County on board with us, especially as it is the club team for our brand ambassador, Ravi Bopara. Hydration is a hugely important factor when it comes to performance and we are excited to be supporting the players at Essex County Cricket Club with their rehydration process pre, during and post matches.”

Essex cricketer Tom Westley is pictured with iPro Sport.

THE world’s first high protein coconut water has launched, backed by former Scottish rugby international Rory Lawson.

CocoPro combines 20g of whey protein with the natural nutritional properties of coconut water to deliver muscle recovery and hydration in a post-workout drink.

Rory who is operations director of

the company, said: “CocoPro is the ultimate hydrating recovery drink.

Being at the forefront of industry innovation, we believe it provides the perfect combination of quality ingredients, refreshing taste and vital recovery components. We’re delighted that CocoPro is already proving popular with health conscious gym enthusiasts all over the UK.”

NATIONAL FITNESS AWARDS

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Employee motivation, raising brand awareness and providing a great USP from other local gyms are just some of the reasons why past National Fitness Awards’ winners would urge other operators to take part. Workout discovers why the awards mean so much to the industry – and how you can get involved this year.

2014 Regional Gym of the Year (North) winners Ribby Hall Village Health Club (left) and Regional Gym of the Year (South) winners Winners 2000 Fitness (right).

NFAs celebrate clubs of all shapes and sizes

By Christina Eccles FROM the top of Scotland down to Devon and Cornwall and across to Wales, the National Fitness Awards celebrate clubs of all shapes and sizes and in all areas of the country.

And with first time entries this year from the Isle of Man and Northern Ireland to name but two, the NFA word is clearly spreading.

Providing clubs – and individuals – with a great platform to boost their businesses, the awards are free to enter and past winners have reported reaping great benefits from their involvement.

James Mitchell, duty manager at The Health Club at Ribby Hall Village, told Workout: “Each year we look to introduce something new for

our members to experience and so the awards are a great way of helping us focus on delivering what we’ve promised our membership.

“It’s also a great way for us to reflect on what’s been achieved over the last 12 months. Winning is no mean feat and so it’s something we really do aspire to each year. It keeps us on our toes and being crowned a winner is a tremendous feeling for all the team.”

Devon based Winners 2000 Fitness have been one of the most successful clubs at the NFAs – twice scooping the top accolade of National Gym of the Year. And entering the awards has become so important, it now forms part of their annual business strategy.

Manager Simon Jeffery added: “In

our annual goal setting as an organisation we make winning the National Gym of the Year one of our key targets. We then work backwards from that outcome and look at all the things the best gym in the country should be doing. In that sense, being the best in the UK becomes a part of our statement of intent as a staff group.

“To us, being the best is a commitment to our members and having the NFA evaluate us and all our efforts on an annual basis is a great measurement tool for us. Combined with what our customers tell us, it is how we grade ourselves each year.”

Another multi award winning facility is Ripped Gym in Harlow, which has also made the most of its continued NFA success.

Owner Michelle Meade added: “Winning the National Fitness Awards has catapulted our brand name within the industry.

“Our name has become synonymous with strength training and being a multi award winning gym. I couldn’t emphasise enough what a positive impact the awards has had on our business.”

Think your gym has what it takes to be a winner? Then this year, it could be you...

There’s still time to enter the awards, but don’t leave it to the last minute to work on your entries!

Enter online at www.nationalfitnessawards.co.uk and discover what the industry’s biggest free to enter awards scheme can do for your business.

For full details of how to enter your gym visit www.nationalfitnessawards.co.uk

PRODUCT NEWS

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Createability develops new gym in Aylesbury CELEBRITY personal trainer Mark Anthony is to open a new flagship site in Aylesbury, following the success of his clubs in Uxbridge and Southend.

The 24-hour, no contract gym has a pre opening price of £12.99, which will rise to £24.99 per month when the club opens in August.

Leisure design and build specialist Createability won a tender to develop the 1,000 sqm site, which is located inside Friars Square shopping centre and work has now started on the £450,000 project.

The development includes entry pods for 24-hour access, colour-led zoned areas for strength work, CV and functional training, an aerobic/spin studio and two changing rooms.

The club will boast over 120 CV and strength stations and a functional training/crossfit suite.

Managing director of Creatability Ian Cotgrave said: “This is an affluent area and the finish of the gym will

reflect this, despite the low membership fee.

“Stylish, secure entry pods will welcome guests into the club, and there will be a team of 12 trainers, together with Rush Fitness chief operating officer Rosin Holmes, personally managing the club.”

Members can also upgrade to receive one of Anthony’s The Rush Method training programmes, which include Muscle Up, Weight Off, Beach Body and Get Ripped.

Anthony added: “We believe that results driven by motivation, not a 12-month tie in, should be the catalyst for a long standing gym membership, so there will be no joining contract.

“And unlike many low cost gyms, Rush Fitness will offer a wide range of classes free to all members, including Spinning, Fast and Furious, Boot Camp, Mind and Body, Rush Hour and even Look Good Naked.”

Fitness Warehouse fits rig at YMCA Thornton FITNESS Warehouse is delighted to have been involved in the new multimillion pound state-of-the-art fitness facility at YMCA Thornton.

Director David Bulcock explained: “The Gym Gear Spartan Rig has been fitted in the gym together with a durable rubber floor for functional and circuit style training.

“The Spartan Rig sits alongside the new Life Fitness equipment to provide an alternative form of training to keep members interested and engaged.”

Area fitness manager at Fylde Coast YMCA Keith Potter added: “The Spartan Rig has been a huge hit at

Thornton YMCA. We have three classes a day on which are all booked up with 15 participants.

“It is the focal point of our centre; people all over the town talk about our 30 minute sessions.

“Fitness Warehouse have been very helpful.

“They came and did us a live demo of how to use the equipment and even supplied a promotional video showing our own personal trainers running a circuit class on the rig. This has been great for marketing purposes.”

For more information visit www.FitnessWarehouseUK.com

Physical Company strengthens range with parallette launch PHYSICAL Company has launched parallettes to meet growing demand from bodyweight trainers, gymnasts and calisthenics practitioners.

The trend towards bodyweight training and developing strength through loaded balance moves, sparked the development of these parallettes by Physical Company in conjunction with Wild Training founder and personal trainer James Griffiths.

The Physical Company parallettes are particularly sturdy with handles made from a comfortable foam that offers good support and grip. Each weighs just over 2kg so is easily carried – whether that’s across the gym floor or into the park for outdoor cir-

cuits. They can be used indoors and outdoors on a diverse range of floors and surfaces and are fitted with rubber feet to ensure stability and grip on the ground.

A key feature of the Physical Company parallettes is their size. At 10 inches high and with handles 12 inches long, they are big enough to offer enough ground clearance to perform key moves but low enough to ensure people combine skills and strength to keep good form. The compact design makes them very stable which inspires confidence in users.

The Physical Company Parallettes are available now from www.physicalcompany.co.uk

Custom purple Jordan equipment installed at new Anytime Fitness JORDAN Fitness has completed an install at Anytime Fitness Wakefield, including custom Anytime purple coloured racks and dumbbells.

The club opened its doors in May, featuring the latest equipment from Jordan along with Life Fitness.

Jordan provided a wide range of functional equipment including kettlebells, sandbags, dumbbells, medicine balls and more.

Anytime Fitness franchisee Talahat Mahmood said: “After thoroughly researching all of the options available to us we decided to use Jordan Fitness exclusively for our free

weights, functional area and studio equipment.

“Jordan ticked all of the boxes for us in terms of quality, value, customer service and fulfillment.

“They have really exceeded our expectations and are even supporting us with membership sales support and ongoing education for our team of trainers.

“I would highly recommend Jordan Fitness and will be using them again for my next Anytime Fitness franchise.”

For more information contact the Jordan Fitness sales team on 01553 763 285.

Take cross training to the next level with the Octagon BOX ESCAPE Fitness has added a new product to its Octagon range of functional frames.

The Octagon BOX is the ultimate solution for gyms that are both passionate about a CrossFit style of training and big on design. Developed with a daily WOD in mind, the Octagon BOX offers everything serious gym members need.

This is a rig that will develop strength, power, muscular endurance and all-round physical development.

To ensure clubs get a solution that’s just right for them, there are two versions of this functional frame – the BOX and the WOD BOX. The Octagon BOX features two squat stations, two adjustable catch rack arms and one rear pull-up bar.

This makes it ideal for dedicated lifters to focus solely on their squats,

bench presses, and pull-ups.

If clubs want to maximise their free weight space and attract dedicated lifters, this BOX is their total solution.

To step up the challenge, excitement and workout possibilities, the WOD BOX is the perfect choice.

It features the squat stations, catch rack arms and the pull-up bar that the BOX does, as well as a Wing, Torso Trainer, rope attachment and six plate storage poles. This rig, therefore, gives members the opportunity to perform a huge variety of exercises.

Furthermore, if clubs want their frames to match their club’s branding, various bespoke colour options are available to offer a truly unique, outstanding functional rig.

For more information on call us on 01733 535313 or visit www.escapefitness.com

CLASSIFIED EQUIPMENT

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