Workout UK November 2017

November 2017

The UK’s No 1 fitness industry magazine

Operator makes biggest Sugar Smart pledge

By Christina Eccles LEISURE operator Everyone Active has made the industry’s biggest Sugar Smart pledge – vowing to remove more than three tonnes of sugar from its food and beverage products over the next three years.

Sugar Smart is a nationwide initiative led by Jamie Oliver and Sustain that aims to inspire a largescale change in people’s eating habits and improve the nation’s health.

Everyone Active has initially launched the campaign in its centres across Plymouth and Bristol, and will be working with Havering, Ealing, St Albans and Middlesbrough over the next few months as more councils sign up to Sugar Smart.

As part of the pledge, the operator is working with suppliers to replace high-sugar products with low-sugar alternatives in all of its Sugar Smart centres, and is now offering a core kids’ range of no-added-sugar or sugar-free products.

It has also introduced a ‘traffic light’ system to drive customers towards healthier options by grading products in line with their sugar content.

Everyone Active’s group food and beverage manager Andy Coupé said: “It is brilliant to have officially launched our national pledge.

“We have already been doing a lot of work to make our food and beverage options healthier and it’s great to formally recognise this with the Sugar Smart stamp.

“Any organisation that offers food options to the community has an obligation to provide healthier alternatives.

“Our involvement in the Sugar Smart campaign is all about giving people a choice and helping them to understand the small changes they can make that have a big impact on their overall health and wellbeing.”

Campaigns coordinator at Sustain, Sofia Parente, added: “Whole communities need to work together in the battle against sugar.

“Leisure centres have a huge role in educating people about the importance of exercise and good diet. They need to lead by example in the food and drinks they sell and the advice they give their customers.

“We are delighted that Everyone Active has decided to join Sugar Smart and we invite other leisure providers to rethink their food and drink offer.” n What do you think operators should be doing to give customers healthier food and drink choices? Email us at ce@scriptmedia.co.uk or contact us on Facebook or Twitter.

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New app connects enthusiasts and classes

Paralympian and star of Strictly Come Dancing Jonnie Peacock has helped low cost operator The Gym Group celebrate the opening of its 100th gym. At the club in Feltham, Jonnie took part in a specially-designed workout – HIIT the Floor 100 – which has been created to help everyone get fit for the rigours of the gym, track and dance floor alike. He said: “It was great to see that everyone enjoyed the workout and I was very impressed by how quickly they picked up the moves.” *For full story turn to page 19.

A NEW app has launched to connect busy fitness enthusiasts with classes and gym sessions in real time, while helping operators attract footfall at times when they have spare capacity.

Founded by ex-city accountant and IFBB/ WBFF figure pro athlete Eleni Plakitsi, E2 operates on a simple 20 per cent booking commission. With no monthly fees and no contracts, it also offers a flexible option for busy customers looking for the freedom to work out at a time and place that fits into their life.

Eleni explained: “We know that gyms and studios aren’t always busy 100 per cent of the time. That’s why I created E2.

“It allows venues to introduce a new revenue stream by attracting new users to the gym floor or filling up classes.

“And it also provides E2 users with a unique opportunity to gain access to premium gyms and studios they may otherwise never go to – increasing the chance they become members in the future. It’s a win-win.”

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Successful PTs offer tips to newcomers

By Olivia Taylor A GROUP of successful personal trainers have given newcomers the tips they need to survive in the fitness industry.

A panel made up of consultant Rob Beale, fitness and nutrition coach Simon Herbert, personal trainer and author Josh Mullin and The Gym Works Group managing director Matt Warner spoke to delegates at the BP:Fitness Trade Show; advising them on how they can flourish in a career in fitness.

Those attending the session took away valuable lessons on how to ensure their business thrives in its early years, with personal trainers told to take some time to concentrate on perfecting their soft skills, as that can be just as important as more technical aspects.

Rob said: “Mistake number one is not spending enough time on learning how to be a great communicator.

“Sometimes PTs focus so much on technique, they forget how to communicate.”

Matt advised attendees to pick an aspect of training that suits them best, rather than spreading themselves too thin.

He also told aspiring industry professionals to use their personalities to their advantage and be relatable to clients.

He added: “There are so many options as a personal trainer and you need to be sure of your niche.

“This industry isn’t about black and white, it’s about so many different shades of grey.

“The thing you don’t get when you qualify is experience on the gym floor – and that’s very important.

“You have a personality, so take your ego away and let your personality reflect onto your business.

People buy from people first and product second.”

Sheffield based Simon told listeners to do their best to gain as much experience as they can and to create a successful business plan they think will work.

He explained: “When you start out there’s nothing wrong with taking on family and friends for free. It will

“This industry isn’t about black and white, it’s about so many different shades of grey. The thing you don’t get when you qualify is experience on the gym floor – and that’s very important.”

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

give you chance to see what works for each body type and you’ll get some understanding on different types of programmes.

“A business plan is important. Once you have one you think will work you need to stick to it, don’t go chopping and changing. You need to be willing to leave things that don’t work behind.

But most importantly, you need to graft.”

Some delegates argued that short personal training courses were to blame for the high turnover of personal trainers but Simon said mind set and motivation plays a big part in a trainer’s career.

He added: “If you complete a six week course with the idea that you’re going to go in and earn loads and loads of money straight away, you’ll fail.

“Or you could complete a six-week course and make it in the industry, it’s all down to you and how motivated you are.”

This belief was also echoed by Josh, who added: “Essentially you can’t rely on anyone else to make you successful – it’s all down to you. The onus isn’t on anyone else.”

Personal trainer Mike Hind and client Danielle Osborn are celebrating success after she was crowned Body Fitness Champion at the Arnold Classic. Danielle has been training with Mike, owner of MAS Body Gym in Middlesbrough, for four years after she came to him for help to compete on the bodybuilding stage.

At the contest in Barcelona, Danielle brought the title home to the UK for the first time ever. She said: ‘’After being a client of Mike’s for the past four years, what was once a dream has become reality. It’s an honour to be coached by the best in the industry.”

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£1m refurbishment includes swimming pool and studio

By Christina Eccles FITNESS First Bishopsgate has benefited from a £1m refurbishment, extending the facility with a new swimming pool, mind and body studio, steam room and changing rooms.

The refurbishment marks another significant investment across the estate of 44 UK-based Fitness First clubs, following the purchase of the brand by DW Sports last year.

Now the fourth central London

Fitness First club to house a swimming pool, the refurbishments move Bishopsgate into a Tier One club.

Members will also be able to enjoy the therapeutic benefits of a new, state-of-the-art steam room, plus new wet-side changing facilities.

The improvements also include a new mind and body studio, which will offer a suite of holistic classes such as yoga and Pilates.

This new studio adds 35 classes per week to the recently extended

timetable of group exercise classes including the full spectrum of Les Mills, Fitness First signature Freestyle Group Training and indoor cycle classes. It has also been fitted with virtual class capability.

CEO of DW Sports Martin Long said: “It is hugely exciting to reveal the upgrades at Fitness First Bishopsgate. This latest investment shows our ongoing commitment to strengthening and building the Fitness First brand in the UK. “Having a swimming pool in

another of our central London sites really sets Fitness First apart as a premium offering.

“With five clubs in close proximity, our new connected membership allows not only our members at the Bishopsgate club but at all clubs to have even more choice of facilities in central London.”

The refurbishment is part of DW Fitness First’s ongoing investment programme taking place in Fitness First and DW Sports locations across the UK.

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Rugby legend among speakers at Summit RUGBY legend Lawrence Dallaglio will be among the keynote speakers at the ukactive National Summit 2017; joining a line up which includes bighitters from Government, health and physical activity.

Lawrence, an England Rugby World Cup winner and founder of the youth sport charity Dallaglio RugbyWorks, will be joined at the summit by another star from the world of sport – Olympic gold-medallist sprinter Darren Campbell.

Taking place at the Queen Elizabeth II Centre on November 1, this year’s summit will explore physical activity as the ‘golden thread’ running through the burning issues facing society – including health, education and social cohesion.

The speaker line up also includes major decision-makers within the halls of Westminster, with sports minister Tracey Crouch MP delivering a keynote speech analysing two years’ progress in the Government’s Strategy for Sport.

Minister of state for disabled people, health and work Penny Mordaunt MP will also be speaking; addressing delegates on how to make physical activity work for all, with a particular focus on disadvantaged communities.

The event will also see the release of three landmark ukactive policy reports, which tie in closely with the event’s theme of physical activity as the ‘golden thread.’

The reports will outline the

Lawrence Dallaglio physical activity sector’s increasing role in battling a range of societal issues; including supporting ageing populations, building more active communities, improving education levels and preventing crime. ukactive CEO Steven Ward said: “The breadth and calibre of speakers at Summit 2017 underlines the primacy of physical activity across all aspects of our daily lives.

“Westminster’s QEII Centre will bring together titans of government, business, health and physical activity for an unrivalled day of insight, debate and networking.

“I expect this year’s summit to have a significant bearing on the future direction of the physical activity sector, and indeed, UK society as a whole.”

Sportswear brand wins award PREMIUM sportswear brand ZAAZEE has been named Women’s Running magazine’s 2017 Apparel Brand of the Year.

The brand, created by Deborah Todd, includes a collection of leggings, capri pants, sports tops, bra tops, hoodies and accessories that are sold online and by a small selection of independent stores.

Deborah said: “We are absolutely thrilled to pick up this accolade from Women’s Running magazine.

“The awards were voted for by women who wear and love our brand and I am extremely thankful to each of them for taking time to show their love for ZAAZEE. Bringing this brand to life has been a long process with lots of hard work, but our passion for quality sportswear shines through.

“We are inspired by this award to carry on creating beautiful, timeless activewear pieces that will flatter women, empower them to get moving and last season after season.”

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Martial artist opens own Jiu Jitsu school

By Olivia Taylor

Pioneering spinal cord rehabilitation charity Neurokinex has launched a crowdfunding project to improve its facilities for children. The centre near Gatwick has increasingly seen a number of very young children coming through its doors who need their own space to play, explore and enjoy their rehabilitation sessions. They also need specialist neuro gym kit, appropriately sized equipment, swing and soft play zones and specific paediatric items to maximise their rehabilitation. The charity hopes to raise at least at least £50,000.

Cybex installs kit at DJ’s home CYBEX has installed a range of cardio and strength training equipment at the home of DJ, record producer and songwriter Jonas Blue.

Jonas, whose real name is Guy James Robin, chose Cybex’s 770 series Treadmill and Upright Bike, Smith Machine, Adjustable Bench and Dumbbells for his new home gym in London.

Before becoming a professional DJ, his background was in fitness. He now has to find the balance between maintaining his health and fitness levels and managing a busy touring

schedule.

He said: “Health and fitness has always been massively important to me and before I was known as Jonas Blue, I was training as a fitness model.

I have a strong passion for training and nutrition, often working out twice a day and preparing for stage.

“It can be really tough at times, especially with all the travel that’s involved with the job. That’s why I’ve had the gym built at my home in London, so that I can start getting back into the regular training that I used to do.”

A MARTIAL artist who started out 10 years ago with a goal of losing weight has followed his passion and opened his own Jiu Jitsu school.

Jamie Paxman from Meltham in West Yorkshire first stepped into the dojo when he left school, with the initial aim of shedding a few pounds.

He said: “I started out in 2009 when I’d just left school – I just wanted to lose a bit of weight. I was a little bit chubby and I didn’t want to start college fat. I started out with boxercise and then went on to Jiu Jitsu.”

From Jamie’s first session he was hooked, dedicating a lot of his time to training, competing and teaching.

He added: “When I finished college I took a year out before I went to uni and I started commuting to Mansfield to train. Then one year turned to five years.

“The initial thing that intrigued me about the sport was the fact that it changes. There’s always a new challenge. When you’re training you come across people with different body types, it’s always different.

That’s what drew me in.”

Now, almost a decade on and numerous international and European medals later, Jamie is ready to start his own Martial Arts school at Brockholes Village Hall, passing on his knowledge to the local community.

Jamie Paxman He said: “I never thought I’d be here. I fell in love with it as soon as I started, so I just kept doing it and doing it, but I never envisaged it being something I’d be doing forever.

“I got my black belt a couple of months ago; in martial arts the black belt is significant. It took me a good eight years to get there.”

Jamie added he is also hopes starting the academy will enable him to show people some of the values martial arts can teach, such as discipline, respect, brotherhood and integrity.

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UK FITNESS SCENE

Three ways to boost your membership this autumn

By Jennifer Saxon ONE in seven people are members of a gym, according to the 2017 UK fitness industry report.

That all-time high sounds impressive, but how many people actually use their membership?

According to one poll of 1,000 gym members, 11 per cent hadn’t visited their gym in a year.

People were “too busy” to go, and when they did go, the gym was too busy. Some found the gym an intimidating place to go if they had to go alone. Consumers think that this is just par for the course when it comes to gym culture, but there are ways for gym owners to tackle these concerns and create a refreshing, new environment for these jaded fitness seekers.

Target the right market What’s your specialisation? Are you a small gym, used mainly by personal trainers and their clients? Try marketing only to personal trainers and the select group of people who use their services. Emphasise the relaxed, friendly and more private nature of the workout space. People who frequent personal trainers love

a space where they can easily hear and interact with their trainer while working out.

Gyms that see a dip in afternoon attendance should consider targeting stay-at-home parents. Maybe offer parent and baby swimming, yoga or baby massage classes. And then encourage those parents to come back without their little one by offering a discount on further classes that are meant to help them get back into, or stay, in shape.

Investigate whether or not your competition is already providing a successful incentive programme for the market you want to target.

If they are, find a niche you can call your own. For example, rather than specialising in weight loss you could focus on recovery, and help people recovering from injuries and illnesses get their health and happiness back.

Have a good value proposition that inspires What promises do you make to your members? If they aren’t stated, the experience you provide is silently making your promise for you. Do you know what it is? Your customer sure does.

Your value proposition should

and after shots of what someone looks like. Celebrate their progress by showing before and after shots of what they can do now that they couldn’t do before.

Jennifer Saxon describe your target customer, the problem that you solve and why you’re better than the others that promise the same thing. Decide what you want your promise to be and make sure your customer experience is aligned with that promise.

Once you have an established value proposition, look to your clients to help you spread the word about your unique offerings. Encourage clients to share videos of their progress – seeing someone struggling to complete a workout when they first join, and comparing it to a year later is a much more visible sign of effectiveness.

Don’t limit this to simple before

Create a compelling first impression We all resist change to some extent.

Gym owners need to show people why they should join – what benefits they’ll see – in order to overcome natural hesitation and to increase the chances of a second visit.

Make it exciting to join your gym or studio. Put yourself in your customers’ shoes – what might make you apprehensive? Ditch the hard sell. No one wants to be shamed or pressured into joining a gym. Be the place they go to for acceptance and support. That will encourage them to come back.

Be about people, not perfection.

When your customers have the option of spending £10 on a fitness DVD, give them a reason to visit you instead – or as well. Social support makes it easier to achieve our goals – make sure you’re the gym that provides that and you’ll boost your membership and your retention. n Jennifer is senior director of corporate marketing at MINDBODY.

The Principal Edinburgh George Street has opened a new state-of-the-art gym. Fitted with Impulse and Origin equipment, the gym provides hotel guests with access to an assortment of cardio and resistance kit. General manager Andreas Maszczyk said: “We are very excited to offer a fully functioning gym for our hotel guests to use. We are always looking at ways to expand our hotel’s services and felt that installing a gym facility would enhance the overall hotel offering and guest experience for both our business and leisure guests.”

Government body offers backing INDEPENDENT and small multisite gyms have been given the chance of British Weight Lifting backing after the organisation launched an official endorsement scheme.

The national governing body for weight lifting and para-powerlifting will be offering support to clubs whose operations are reflective of its high standards.

Chosen clubs will benefit from a brand association including the ability to use the BWL logo and

British Weight Lifting Endorsed Gym on their marketing materials; a free place on any BWL accredited course and listing on the BWL website as an endorsed gym.

BWL chief executive Ashley Metcalfe said: “This is an opportunity for us to recognise gyms out there that are actively promoting weight lifting in all forms in an exciting and positive way.

“We are delighted to be able to support their efforts in any way we can.”

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Capitalise on sports nutrition market, gym owners advised

By Olivia Taylor

An online directory has launched with the aim of ‘cleaning up’ the fitness industry. FitCheck.co.uk founder Martin Fitzgerald (pictured above) created the company after witnessing many of his friends on social media asking for recommendations for personal trainers and other fitness professionals. With a model similar to the successful online tradespeople directories, it made sense to Martin that the fitness industry had a similar resource. Trainers that wish to be listed on the site must agree to a simple code of conduct that includes client confidentiality, monitoring client progress, setting realistic timescales, keeping clients informed of costs, being aware of client safety and to always be upfront and honest.

A GROUP of industry experts have advised gym owners to capitalise on the sports nutrition market to increase secondary spend.

At this year’s BP: Fitness Trade Show at the NEC, a panel of sports nutrition and supplement specialists told sector professionals how they can increase profit by investing in a supplement selection.

General manager at Tropicana Wholesale Matt Wood said: “We need to work out what this business is and what our customers like before we decide what products to buy. It’s no good buying diet whey for a spit and sawdust gym.”

Matt also informed delegates about how the market is changing, stating that in the past supplements were mainly used by bodybuilders and fitness fanatics, but now this isn’t the case.

He added: “Lads at 21 aren’t just going out drinking and eating kebabs any more, they’re going to the gym and taking supplements.”

Mark Gilbert, sports nutrition and regulatory advisor at Tropicana Wholesale, believes the best way to tap into the sports nutrition market is by offering members education and variety in products.

He said: “You should have a

“You have to offer a choice. If you offer the customer one thing they’ll probably take nothing, offer them a few different options and you’re likely to get a sale.” dedicated person that can help customers with their questions, and a dedicated area where you can show your products off. Adding protein to anything now seems to be a big trend.”

Another tip to selling more sports nutrition products was convenience and choice – if members are offered a few convenient options they’re more likely to buy.

Matt added: “The grab and go snacks like protein flapjacks, brownies and cookies are flying off the shelves in fitness facilities and that’s something that we should capitalise on.

“You have to offer a choice. If you offer the customer one thing they’ll probably take nothing, offer them a few different options and you’re likely to get a sale.”

One delegate asked the panel how he could promote the use of

supplements as Lucozade and water were the best selling products in his facility.

Jason Oakley from JLR Solutions added: “You need to educate your members. Why not take a gamble and take Lucozade out of the vending machine and replace it with something that would benefit your members and help them reach their goals?”

Many fitness fans purchase their supplements from online retailers like Amazon, but Jason told listeners not to be threatened by the internet seller.

He added: “Most of your customers and members won’t know much about sports nutrition, and essentially it all comes down to education.

People buy from people, so you need to educate your members. Amazon isn’t a person.”

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

This month’s top Tweets...

Picture of the month

@LifeFitnessUK: Great article in ‪@WorkOutUK showcasing the new facility at Leith Victoria Swim Centre ‪@Ed_Leisure ‪#inspiringgyms

@JennyPacey: Only two months away! I’m looking forward to ‪#hosting the ‪#nationalfitnessawards2017 with ‪@DeanHodgkin and ‪@WorkOutUK! Get your tickets! @_UoWNews Oct: Delighted to announce ‪@_UoW gym shortlisted for ‪@FitnessAwards for outstanding customer service. @_ActionPR: Have you bought your tickets to the National ‪@FitnessAwards yet? We’re very excited to be one of the sponsors and we can’t wait! @CybexUK: We are proud to be sponsoring the Strength Training Gym of the Year category at the 2017 National ‪@FitnessAwards! @PhysicalCompany: We’ve had our say in this month’s ‪@WorkOutUK and we think the future of ‪#functional ‪#fitness is ‘unstable’.

Keep your eyes peeled! @MikeHindFitness: Happy man today. Got this month’s ‪@WorkOutUK. I’ll be reading this while I wait for my girls at the ‪#ukbff ‪#BritishFinals @originsfitness: ‪@HillingtonPark‪ @WorkOutUK had our site visit today for this year’s #NationalFitnessAwards. Sooooo excited‬. ‬

@Active__IQ: Read our MD’s first insight piece in this issue of ‪@WorkOutUK taking training up a level! @FitConference: Are you attending ‪@FitnessAwards?

Why not make a day of it and come to the conference ‪@LeicesterRaces first? It’s going to be a great day!

A team of 20 determined individuals have taken part in a coast to coast cycle from Hull to Lancaster, in support of the Les Mills Fund for Children. The event was organised with support from ex-Olympic cyclist Bryan Steel, who devised the route, an eight-week training plan and masterclass and cycled alongside the team. The challenge, which was supported

by Les Mills UK, Parkway Fitness and LeisureJobs, has so far raised £6,500 for LMFC.

Editor’s Comment WITH just weeks to go until the fitness industry’s biggest end of year party, excitement is building!

From shortlisted gyms and personal trainers to sponsors, judges and presenters, everyone is gearing up for the National Fitness Awards on December 1.

Over the past few weeks, the Workout team has been out and about visiting all our finalists and once again, we’ve been so inspired by the standard.

From industry leading independents to forward thinking leisure trusts, luxury health clubs and boutique studios, we’ve seen a great mixture of success stories from across the industry.

We’ve also met shortlisted personal trainers who are working hard to change people’s lives, as well as members who have overcome illness, adversity and hardship to show that with the right attitude and a supportive gym environment, they can break down even the most difficult of barriers.

It won’t be long until we head to Leicester for the awards evening, where our lucky winners will be crowned. We say this every year, but the standard really does get better and better and it becomes more difficult to choose who will take home the trophies.

Every one of you who has made the finals should be so proud. And if you didn’t enter this year, please think

Christina Eccles about putting yourself forward in 2018. We’re always keen to involve new clubs and help as many of you as possible share in your success.

We’ve already taken bookings from lots of shortlisted clubs who are excited to be there on the night, but if you haven’t got your tickets yet please don’t leave it until the last minute to

book as they are selling fast.

Also don’t forget if you’re a shortlisted gym or PT, you can claim a free ticket to the National Fitness Conference, taking place ahead of the awards at Leicester Racecourse, but you need to redeem the offer by making a booking via the website.

Non shortlisted gyms and trainers are also welcome to attend the conference, so if you’re local to Leicester, why not come along and join us at what promises to be an informative and enjoyable day.

As well as looking forward to the conference and awards, we’re also now looking ahead to next year. Next issue, we’ll be including our annual new year trends feature, so if you want to comment on something you feel will be big for 2018, we’d love to hear from you.

We’ll also be including a feature on group exercise, so any news in that area is also welcome. Are you a fitness professional who has created a new class you’re hoping to roll out to the wider industry next year? Perhaps you’d like to comment on training and development opportunities for group exercise instructors or tell us about a class that’s proving popular with your gym members? We’d love to hear from you.

As always, contact us with your news and views and we’ll include the best in the magazine.

Have a great month – I’m off to find a new dress for the NFAs!

This month’s hot topic: What do you think will be the biggest fitness industry trends for 2018? How will you be capitalising on them in your club?

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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Keep classes interesting to engage kids, urges coach

By Olivia Taylor

Luxury five-star hotel Fairmont St Andrews has launched its first outdoor bootcamp fitness class. The bi-weekly fitness class, which lasts 60 minutes, will be led by Ben Terry, an ex-RAF serviceman with over 10 years’ military fitness training experience. Open to all fitness levels, the class is available to hotel guests as well as spa members and nonmembers and costs £10 per person. General manager John Keating said: “We are excited to be launching our first ever outdoor bootcamp class. The class has many health benefits and is suitable for all fitness levels and ages, and we know our guests and the local community are going to really enjoy it. Ben is well known for his passion and drive and we cannot wait to see him in action on the hotel grounds.”

OCL helps 12 unemployed people improve their health to find jobs A GROUP of unemployed people from Oldham have taken part in an innovative health and fitness programme designed to help them find work.

Oldham Community Leisure and Oldham Council’s Get Oldham Working team developed the 10-week Wellbeing Programme, specifically targeted at those who are out of work.

12 people who had been unemployed for six months or more were selected for the programme.

They took part in a 60-minute session each week at Oldham Leisure Centre, which included exercise classes such as strength and conditioning, studio cycling, stretch and tone and HIIT, as well as advice

on nutrition.

Of the 12 who took part, three have found employment, two are taking part in work experience and a further three have been offered work experience opportunities within OCL. Get Oldham Working programme officer James Ogborn said: “The programme has been a great success.

“I’ve seen a change in motivation, confidence and self-esteem in those who attended the majority of the sessions and although I can’t guarantee that this was a factor in those individuals who found employment /work experience, I would like to think it did play a large part, especially in interview situations.”

A RENOWNED strength and conditioning coach has claimed the key to engaging young people in exercise is keeping sessions interesting.

Brendan Chaplin educated delegates at BP: Fitness Trade Show on the best ways to coach youngsters in a fitness environment; explaining how he uses his early experience in combat sports to his advantage.

He said: “I’m a strength and conditioning coach, I started out as a martial artist and I’m able to transfer those principles into what I do with strength and conditioning now.”

Brendan believes the most important thing when it comes to coaching is keeping sessions engaging, which can sometimes be difficult when your clients are young and easily distracted.

He added: “Training is difficult, I get that, but young people need to be coming to your sessions excited, in the way that you get excited for training. If they don’t enjoy it, they’re not going to stick it out.

“When working with younger people it’s important to keep it new and fresh.

“Something that might start out as exciting can soon get boring if you’re an 11 year old.

“We need to give youngsters problems to solve with their training that engages their minds and bodies,

not just plain linear training.”

Not only is it important to keep sessions engaging, but clients need to also see positive results and improvements in their performance so they can stay motivated to continue, according to Brendan.

He added: “You can trace every mistake you’ve ever made back to the three E’s: exciting, engaging and enabling.

“We need to excite and enable our young people. We need to educate them on how their training can help them improve.

“It’s no good designing a training program that’s really exciting if it doesn’t help the client progress and get better.”

Brendan also advised delegates to chop and change things that other trainers do, in order to make it work for their clients.

He added: “A good coach is also a good thief, so if you see something that you like you should take it and tweak it to suit you.”

Brendan believes that with a fifth of children in Britain overweight or obese by the time they start primary school at the age of four, trainers should work together to get more kids exercising to combat that statistic.

He added: “We need to get young people training.

“I think we all know that the obesity epidemic isn’t going anywhere; something needs to be done.”

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NATIONAL FITNESS DAY

The largest ever National Fitness Day has taken place, with more than one million people getting active at over 20,000 free events and activities around the country.

Workout rounds up some of the highlights from the most active day of the year.

Over one million people take part in fitness day FOUNDED in 2011 by The énergie Group, National Fitness Day was gifted to ukactive in 2014 and has continued to grow year on year. ukactive kicked off proceedings on the day by teaming up with Everyone Active and Strictly Come Dancing judge Darcey Bussell, who led participants through one of her Diverse Dance MIX workouts at Paddington Recreation Ground.

CEO of ukactive Steven Ward explained: “National Fitness Day is a fantastic chance to spotlight physical activity and the role it plays in creating a healthier nation.

“It’s great that these 20,000 free events across the country were able to get people to experience the fun of fitness and carry forward healthy habits.”

As part of National Fitness Day celebrations, FitPro teamed up with Volair Leisure, in Knowsley, Liverpool for a day of activities, which were free for members and guests.

MOSSA’s ViPR workout proved to be a big draw, with FitPro national trainer Aaron Barnett delivering a ViPR Workout to the over 50s group, focusing on low-impact vitality and reconditioning movements.

The club’s health and fitness manager, Lynn Wilson, also delivered a Group Fight class as part of the National Fitness Day event.

The evening then finished with a fun dance session in the shape of MOSSA Group Groove.

MOSSA UK’s head of programming Lynne Briggs added: “The staff and members really entered into the spirit of the day and were open and receptive to the new challenges offered to them.

“I feel we really delivered on the vision of National Fitness Day. Whether participants were aged six or 60, it didn’t matter; we were all getting active together. What a brilliant day at the office!”

Fusion operated centres also got in on the action with a mega bootcamp held simultaneously across many of its sites and a series of gym challenges.

Highlights included a fancy dress bootcamp at Hillingdon Sports and Leisure Complex and an aqua class in the pool followed by a Macmillan coffee morning.

Fusion’s sports and partnerships group manager Francois Smit added: “We were really excited to support National Fitness Day and were delighted to attract record numbers of people through our

doors to try out a free class together and have some fun, whilst getting fit.”

Other sites which got into the National Fitness Day spirit included Anytime Fitness Reading, which held an indoor rowing festival and 3d Clubs where members nationwide were asked to complete one mile of exercise by any method of their choosing from walking to cycling and rowing.

Over 50 sites were involved across the group with 2,478 ‘extra’ miles being completed.

Operations director Paul Ramsay added: “We believe that National Fitness Day is a very important date in the calendar and decided over a year ago that we would get fully behind it once again for 2017.

“As a company we are passionate about getting people active which is why we used the day to open our doors free of charge to the general public and encouraged as many as possible to complete a mile of movement.”

Active IQ managing director Jenny Patrickson took her team into two tough army style bootcamp sessions at See More Fitness centre in Huntingdon

near the company’s head office, as they got into the spirit of National Fitness Day. 3-1-5 Health Club in Lancaster also got involved; celebrating National Fitness Day by opening its doors to encourage and inspire a healthy, active community.

Class tasters, a health fair and splash activities were just a few of the initiatives on offer throughout the day and the evening programme kicked off with a 5k run along the River Lune to raise funds for Cancer Care.

Owner Sean Thornton added: “At 3-1-5 our aim is to positively change people’s lives and we do this by demonstrating the diversity of our programming and appealing to the masses.

“Reaching out to celebrate National Fitness Day resulted in a record day of participation and introductions to the club.”

The day finished with the club’s first Member of the Year Awards to give recognition to those members who have gone above and beyond to reach their fitness goals, targets and body transformations.

UK FITNESS SCENE Low cost pioneer The Gym Group has celebrated the opening of its landmark 100th gym in Feltham with a special event, which included a HIIT workout with Paralympic champion Jonnie Peacock. Workout spoke to CEO John Treharne about reaching the milestone, the continued growth of the sector and plans for 2018 and beyond.

Double Paralympic champion helps operator open its landmark facility How do you feel about reaching the 100th gym milestone?

I’m very excited. It is an amazing achievement for the whole team to have taken us from zero to 100 in such a short space of time. It is a real team effort and great credit to everyone who has been involved whether it is the people that work for us or our investors.

When you started The Gym Group did you ever think it would be so successful?

At the time low cost offerings were beginning to disrupt markets in retail, hotels and airlines so it was already evident that there was significant market shift. Clearly gyms were no different, but on the other hand we were the first to offer 24-7 low cost operations in the UK, so it was a challenge in the early days.

What have been your highlights and also your biggest challenges?

A key highlight has to be opening the first site in Hounslow because the success of the first gym is vital. We opened with over 6,500 members and that is still the company record. Many people said at the time it wouldn’t work, that you couldn’t make any money charging £15 a month, people didn’t want online sign up and 24-7 gyms, but we’ve clearly demonstrated that is exactly what the market wanted.

The biggest challenge, as with any start-up, was raising capital. If anything it is getting harder

never been into a gym before. We are proud to be helping achieve greater penetration into the market, attracting new members who wouldn’t join a traditional health club.

Jonnie Peacock and John Treharne celebrating the opening of The Gym Group’s 100th club in Feltham. now, not easier. For start-ups, particularly, the availability of funding is extremely difficult.

When I set up my first business in the 1990s at least banks would lend you money against your house. It is much more difficult today.

What do you think the low cost model has brought to the fitness industry?

Like low cost airlines and hotels it has revolutionised the marketplace. When we started in 2007 the traditional health club and gym market was stagnant. Low cost airlines have changed the way we travel, and low cost gyms have done the same in the gym market.

Over one third of our members tell us they have

How do you think this sector of the market has changed over the past few years?

Inevitably it is evolving. I wouldn’t say that it is changing dramatically. It is continuing to deliver what it has delivered from the outset, which is affordable exercise for a greater cross section of the population. The product is evolving; we are always testing new products, new equipment and new ideas. As a business we are always looking at technology driven opportunities.

The continued trend that you see in a lot of markets is that low cost is the biggest growth area.

Premium also continues to grow but the midmarket by and large is disappearing.

What are your plans for The Gym Group? How are you planning to grow the business even further into 2018 and beyond?

There will be elements of more of the same. We have announced that we will be launching 20 gyms this year, that’s right at the top end of our target range of 15-20 gyms per year. We’ve recently announced we’ve acquired 18 sites from Lifestyle Fitness so we will be re-branding those sites in the coming months. This acquisition will be in addition to the 15-20 annual target, so we have a lot on!

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Heidi celebrates growth of FastTrack Fit Camp

By Christina Eccles

YMCA gym in Nottingham is the first in the UK to offer CrossFit. YMCA gym’s newest membership has CrossFit and strength and conditioning at its heart. Workouts on the new 1871 membership are programmed by YMCA coaches and take place in a converted grade II listed sportshall right in the city centre.

Origin Fitness secures deal ORIGIN Fitness has been successfully appointed as an approved fitness equipment supplier with the Ministry of Defence delivery partner Team Leidos.

After successfully tendering to become an approved supplier on the MOD Physical Training Equipment purchasing framework, Origin Fitness will now have the opportunity to work with the organisation in providing best-in-class fitness equipment solutions.

The company will be closely with the Royal Navy, British Army and Royal Air Force to provide fitness equipment from across the company’s ranges including cardio,

strength, free weights and functional training kit.

Sales and marketing director at Origin Fitness, Jonny Curley, said: “We’re incredibly excited to have been successful in our bid to join this framework for the coming four years.

“As a UK company, we are both proud and excited to be chosen to work on ensuring industry leading fitness solutions are present throughout the MOD, its delivery partner, Team Leidos and associated organisations.

“This exciting win backs up the great work our team are doing in driving towards our vision of being the UK’s best fitness equipment supplier.”

A FITNESS instructor is celebrating success after growing her business from a small, single site proposition to an offering of 28 classes per week, spanning nine locations.

Heidi Strickland-Clark launched FastTrack Fit Camp in 2009, after she was looking for a way to evolve her career from teaching classes in gyms.

Her camps are predominantly based outside, offering participants a 45 minute HIIT workout in a motivational group environment.

She said: “Our clients don’t really want to be sporting a six pack or going for a bikini body, but they do want to feel good in a T shirt, comfy in their jeans and happy that regular exercise is keeping them healthy from the inside out. We like to think of helping them feel happy everyday, whatever the scales say.”

Those who join also gain much more than improved fitness levels, telling Heidi they enjoy the positive mental benefits of exercise and the social side of making new friends.

Heidi and her groups also do their bit for charity, holding a session once a month where the money is donated to good causes – chosen by the members themselves.

She added: “We have raised over £5,000 so far and have integrated children and adults into these sessions to promote good habits from

early on.

“The community impact this has is great awareness building for the charity and FastTrack Fit Camp.”

Although Heidi’s core target market is women in their 40s and 50s, everyone is welcome at the camps and outside of classes, members also enjoy regular social events and keeping in touch via a dedicated Facebook group.

Heidi added: “Many fitness facilities are friendly and welcoming and we are no exception. However, the ease with which our campers welcome new clients, join in on social activities and interact on our Facebook page is a very positive part of the community we have around us.

Regardless of your age, all are accepted, encouraged and inspired by everyone around them. I am very proud of this.”

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Changing the mindset of measuring return Jet Ward-Henry

Staff member to tackle Sri Lanka trek

A MEMBER of staff from a gym in Barry is taking on a challenge to raise funds for the charity which cared for her late father.

Jet Ward-Henry was determined to do something to help raise money for Marie Curie, after her father died at the charity’s Cardiff and the Vale Hospice.

Jet, who works as a fitness advisor at Hydrofitness Ladies Only Gym, will be joined by 26 others, including four Marie Curie Nurses, on a trek through Sri Lanka where they will walk through jungles, over mountains and in national parks; also getting the opportunity to take in the local wildlife.

She wanted to give something back after praising the hospice team not only for the care her dad received, but also for the care her late grandmother had at the hospice six years ago and support her grandfather has received.

She said: “It’s totally out of my comfort zone, but I wanted to do something that was personal for the hospice and to Marie Curie, rather than do my own event for the sake of it.”

The group will head off on their trek on November 16 and are due to return on November 25 – though some will stay on to travel following the challenge.

By John Halls WE are all familiar with the concept of Return on Investment (ROI): a numerical measurement of what you get back in economic terms from the money you’ve spent.

Although a robust measurement when dealing with commodities, when your ‘commodity’ is people – as it is for leisure industry operators – it falls a little short.

ROI in our industry would typically measure the number of members and £ return per gym equipment station and per sqm in the gym or studio.

Which is fair enough.

Back in the day when sign-up fees, year-long contracts, monthly membership fees and three-month cancellation periods were the norm, you could just about use an ROI measure in the leisure trade.

Once signed up, your members were captive for a year: you had their money even if they didn’t turn up much – or even at all! – after the first few months.

In this model, their custom was secured by the proverbial ‘plugin-the-bath’, where the ‘plug’ was the old-style contract, 12-month minimum membership and notice period.

While mobile phone companies can famously still get away with this model, it’s increasingly unacceptable in the leisure industry with many operators waiving join-up fees, having no minimum membership timescale and offering ‘pay as you go’.

Traditional thinking worked on ‘churn’ – so long as there was more water coming out of the tap than going down the plug hole, business was viable.

The new way of thinking is to offer experiences to keep people swimming about in the water – which is a much

John Halls more wholesome way of looking at it.

Experience creates emotion, which drives engagement. Both engagement and experience impact successful business outcomes.

Measuring Return On Engagement (ROE) is accepted within digital marketing. But, of course, engagement is not just digital.

People can’t exercise online (yet!) – they must do it physically, often in a gym environment. Thus a positive experience there and ‘real-life’ engagement needs serious consideration.

We can learn from the boom in boutique-style facilities which focus on the experience: the personal interaction, the top-level training and the attention to detail in the delivery of the brand.

By providing a great experience,

they are driving engagement.

Focusing on ROE, not simply ROI, is a long-term goal which seeks to achieve personalised and emotive relationships between the facility and consumer.

Engagement will ensure loyal (not just captive) customers, a ‘fan base’ of members who share their enjoyable experience, refer the brand and build a bigger community.

Some of the key indicators of ROE success involve the actions of the consumer/member: the amount of time using the facility, which classes they attend (more than once!), which aspect of the programmes and facilities they use, their level of interaction with instructors and other members.

Assessing Return on Engagement initiatives can be complex as sales (new members) are not the primary goal.

Unlike digital measurements – visits to club website, social media activity, downloading apps – people’s physical activity is not so easy to track remotely.

To establish the link between engagement, customer satisfaction, loyalty/retention and, ultimately, profits, operators need to put instructors up front and centre to interact with members on the gym floor, as actively as they do in group exercise studio sessions.

Our Apex gym-floor sessions engage members particularly well by taking small group ex with personalised attention into the gym itself.

Seeking face-to-face feedback in a friendly manner at reception and around the club is another important engagement tool – and a fine place to start. n John Halls is managing director of Physical Company – www. physicalcompany.co.uk

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Eddie ‘The Eagle’ Edwards will be the keynote speaker at SIBEC EU, which takes place at the prestigious Don Carlos Leisure Resort and Spa in Marbella.

Eddie ‘The Eagle’ Edwards lands to open SIBEC EU LEGENDARY ski jumper Eddie ‘The Eagle’ Edwards will be the keynote speaker at SIBEC EU, which takes place later this month at the prestigious Don Carlos Leisure Resort and Spa in Marbella.

British skier Eddie, who competed at the 1988 Games in Calgary, was propelled into the media spotlight after becoming the first competitor since 1929 to represent Great Britain in Olympic ski jumping.

Despite finishing last in the 70m and 90m events, Eddie became the British ski jumping record holder, ninth in amateur speed skiing and a stunt jumping world record holder for jumping over six buses.

Eddie will share his insight into how determination to succeed against the odds in an unfamiliar

environment led to him achieving a lifetime’s ambition and become an international phenomenon.

Event director at Questex-Mclean Events, David Zarb Jenkins, said: “With Eddie ‘The Eagle’ Edwards as our keynote speaker, this year’s SIBEC promises to get proceedings off to a flying start.

“As an athlete who truly embodied the spirit of the Olympic Games, Eddie will help inspire and entertain our delegates ahead of their productive day of meetings where new partnerships are formed and existing alliances are strengthened.

“This year’s event marks 21 hugely successful years of SIBEC EU, and we’re looking forward to welcoming more than 220 delegates from across Europe.”

Leisure facilities’ future is secured and £2.2m saved KINGSTON Council has secured the long-term future management of the borough’s leisure facilities – and saved £2.2m in the process – following the successful re-negotiation of its existing leisure management contract with Places for People Leisure.

The extended contract will run until 2026, covering Kingfisher Leisure Centre, Kingsmeadow Fitness and Athletics Centre, Malden Centre and Tolworth Recreation Centre and focusing on creating active places and healthy people.

Sports champion at Kingston Council, Coun Andrea Craig, said: “With over 700,000 visitors to our leisure centres in the last year alone, we are lucky enough to have a fantastic base on which to create a new, innovative vision for Kingston’s leisure and health services.

“In the future, we see leisure services being integrated with health, creating community hubs which would be an easier, one stop shop for our residents.

“In fact, we’re already working with our public health team to see how we could help deliver clinical health functions, including hosting GP exercise by referral sessions and NHS

health checks across our four leisure centres. I’m hugely excited about what’s to come, and I would like to take this opportunity to thank Places for People Leisure for their continued commitment, to ensuring Kingston residents have access to an excellent health and leisure offer.

“The council is in the middle of creating a masterplan for Kingston’s leisure facilities, with community hubs at the heart of the proposals.

“There will be opportunities for local people to get involved throughout the process as we shape the future of Kingston’s health and leisure services together.”

Business development director at Places for People Leisure, John Bates, added: “We’re extremely passionate about helping local communities stay physically active and emotionally engaged in fitness, sport and wellbeing. Our mission is to put our heart and soul into ‘Creating active places and healthy people’.

“We are looking forward to continuing our partnership with Kingston Council, to provide its local residents with an integrated health and leisure service in the coming years.”

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Point Blank Cold Brew has completed its latest investment round to further accelerate growth and expansion of the brand across the UK. As a natural alternative to traditional energy drinks, Point Blank is a cold brew coffee for the health conscious, with no sugar, no fat, no additives or preservatives.

Sound Dynamics help you run best classes possible SOUND Dynamics help fitness professionals run the best classes possible.

How do we do this? We provide fitness sound systems which are user-friendly, robust, powerful and innovative.

We offer advice on all of our products and aim to simplify systems where possible, enabling instructors and staff members to confidently use them.

Along with the ever popular portable PA systems we supply, Sound Dynamics’ very own instructor system is a great solution for many health clubs, gyms and studios.

Each one is built to order, based on our customers’ requirements and comes complete with loudspeakers, a headset microphone and all the cables and brackets needed.

They actually work really well for indoor cycling studios and many systems are now fitted with Bluetooth, giving instructors control from the bike.

Over the last few years, we’ve seen a huge increase of enquiries for indoor cycling studios, with emphasis being on supplying top quality sound and lighting for these areas.

Our sound installations team have been busy kitting the studios out with projectors and screens for virtual classes, along with quality sound systems that can cope with the noise of the bikes.

This, together with some really cool

lighting to help motivate, creates the kind of studio and atmosphere that participants get excited by, meaning they’ll be back for more.

Find out how we can help you today – contact our team for advice on the best products for you.

Call 01773 828486, email support@sound-dynamics.co.uk or visit www.sound-dynamics.co.uk

The GDPR is coming – are you prepared?

IF you’ve not yet started to think about the new General Data Protection Regulation (GDPR), which comes into force on May 25 2018, now is the time.

This new European legislation is going to mean big changes to the way your business deals with data collection and protection going forwards.

What exactly is the GDPR? All personal data and its protection is currently governed by Data Protection Act 1998. For the last 19 years, this piece of legislation has dictated how everyone collects and stores customers’ personal data, and exactly what it is used for. But the amount of data collected every single day is now so vast, this legislation is critically out of date and unfit for purpose.

The GDPR is being initiated to bring data protection laws in line with rapid technological developments and introduce higher standards of fairness and transparency, security and integrity. Regardless of the political wrangling surrounding Brexit, UK businesses will be compelled to conform whatever happens – leaving the EU won’t affect the commencement of the GDPR or your obligation to comply.

Why take any notice?

In this instance, ignorance isn’t bliss.

Overlook the GDPR and your business could face eye-wateringly high fines.

From May next year, the Information Commissioner’s Office will be at liberty to issue fines of up to four per cent of your annual global turnover, or 20m – whichever is higher – for GDPR breaches. And accountability is going to be key; companies will be required to prove that they comply with the GDPR’s new rules throughout their business and report any data breaches immediately.

“Achieving compliance might

sound hard work, but it needn’t be a minefield,” said Utku Toprakseven, director of sports intelligence at 4 global, which manages the DataHub Club – a data sharing community for the sport and leisure sector.

“In many cases, compliance will be achieved by making relatively modest changes to your data strategy.”

Utku suggests the following fourpoint plan for getting started: n Start by conducting a thorough review of your data processes. Work out exactly what personal data you collect from customers – both electronic databases and all your paper records count – as well as how exactly you get it and also what consent you have collected. n Next create a data map detailing exactly what you do with all that personal data you’re gathering. If it leaves your organisation, how does it leave? Where does it go? n You also need to get to grips with how long you’re currently storing customers’ data for and whether you need to hold onto it for that long, and have their permission to do so. n Lastly establish what data is already compliant, what isn’t, and work out what steps you’ll need to take to be GDPR ready. It’s here that the advice of a specialist lawyer can be helpful.

Next month, find out precisely which elements of the GDPR will specifically affect the leisure sector, including changes to the definition of personal data, a new definition of ‘consent’ and what all this means for sleeper members.

Got a question?

If you have any specific queries about the GDPR, changes you need to make or how it may affect your business, contact Workout at ce@scriptmedia. co.uk and we’ll endeavour to answer in part two. For further information, visit: https://www.datahubclub.com/ docs/The_GDPR.pdf

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MACMILLAN COFFEE MORNINGS ROUND-UP Macmillan Coffee Mornings have been taking place in gyms up and down the country, encouraging members to ‘change lives with every slice.’ Here Workout rounds up a selection of the best events.

Members and staff at Fitness Garage in Sheffield raised over £700 with their coffee morning. The event included a cake sale, raffle and charity fitness challenges and was organised by member of staff Jean Woodhead who wanted to give something back following her own cancer diagnosis. £400 was raised at a coffee morning at North Herts Leisure Centre in Letchworth, hosted by lifestyle intervention and physical activity programme Macmillan Move More Herts. The organisation also held a coffee morning at YMCA in St Albans; raising £116.

The team at Promote PR also got into the ‘bake off’ spirit, holding their own coffee morning. Their sweet treats on offer included cheesecake and fairy cakes.

Famous faces Leanne Brown and Denise Welch popped into Neon PT in Cheshire, which also hosted a coffee morning. The studio’s efforts raised over £50.

Brand agency Champions (UK), which works with clients in sectors including sports and fitness, raised over £230 at their coffee morning.

Their offering included lemon drizzle cake, caramel shortbread and Lotus Biscotti fudge.

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Kit suppliers team up for Forces deal

INDIGO Fitness are proud to have secured a contract to supply physical training equipment to the UK Armed Forces for the next four years following a challenging tender process.

The contract encompasses a wide range of equipment, covering cardio, station strength, indoor and outdoor functional training rigs, and free weights.

Rob Coleman, Indigo Fitness MD, said: “This is a major milestone for us – for a UK manufacturer to have the chance to supply fitness equipment to the MOD is significant, and something we have been striving for.

“With our in-house design team and ability to quickly create and deliver innovative, custom solutions, we are well positioned to be a strong partner of the UK’s Armed Forces for the next four years.”

Indigo Fitness will also be partnering with SportsArt and Life Fitness throughout the term of the contract, allowing the MOD to from choose a wide range of new and innovative cardio equipment.

For more information contact us at info@indigofitness.com or visit www.indigofitness.com

One month to go until NFA winners revealed

By Christina Eccles

THE industry is gearing up for its biggest end-of-year party, with just one month to go until the winners of the 2017 National Fitness Awards are revealed.

Taking place on Friday December 1 at the Athena in Leicester, the fitness industry’s biggest end-of-year party will see over 20 trophies handed out, celebrating everything from National Gym of the Year to Gym Based Personal Trainer, Community Involvement and Member Achievement.

The awards, which are now in their eighth year, recognise excellence and achievement in all corners of the industry, showcasing the great work going on in clubs around the country.

This year’s event will be hosted by two familiar faces in fitness – Jenny Pacey and Dean Hodgkin – who both told Workout how excited they are for the big night.

Dean said: “The NFAs has quickly become one of the highlight dates on the fitness industry calendar and rightly so, in my opinion.

“The networking and fun you can have meeting old friends and new people make this an event not to be missed. Clearly it’s an opportunity to let your hair down and party with colleagues, suppliers, clients and

even your competition but there’s also the potential to meet new clients and with the leading industry players present, you can’t help but come away inspired.

“It’s also great to see the best in the industry being rewarded in such a high profile way and to celebrate their success. Frankly – I can’t wait!”

Jenny added: “I can’t wait to co-host the National Fitness Awards in December!

“So many other fitness professionals have been reaching out saying they have booked their tickets and are looking forward to an epic evening.

“It’s the perfect pre Christmas event to get you in the party mood, while we celebrate and reward the health and fitness industry leaders ... now I just need to find the perfect dress.”

With the big night getting closer, tickets are selling fast and the evening is on course to be bigger and better than ever.

Event organiser Lucy Dickinson added: “The buzz surrounding this year’s awards is amazing! Tickets and hotels are selling like hot cakes, so if you haven’t booked yet, don’t leave it until the last minute.

“The amount of enthusiasm shown by finalists is so uplifting and we’re looking forward to welcoming many of them to the awards evening.”

Jenny Pacey ■ The National Fitness Awards are organised by Script Events in partnership with Workout and headline sponsor ServiceSport. Book your place or find out more at www. nationalfitnessawards.co.uk

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Engage and make more money

By Dave Wright THERE are many definitions of the word ‘engage’ but the one that I like the most is ‘actively committed.’

The owner who actively commits to their customers, or the member who actively commits to their fitness goals and their club will no doubt stay longer as a member.

That’s why I think member engagement is the cornerstone of retention.

Engaging is rapport. It’s being able to have a conversation with anyone about something or absolutely nothing.

When you engage, it’s more than the typical British ‘hiya’, it’s about connection.

It’s using their first name, engaging them into a conversation, asking them questions – what did they do at the weekend, what are their plans for the day, what are they planning for holidays and least we forget, what do they want to achieve.

I know it might sound like absolute

Dave Wright common sense, but this creates that relationship with people and makes them want to open up and feel welcome; something that they don’t get at many of the clubs in today’s

fitness industry.

Technology can amplify that engagement. Using technology to know someone’s name and store their historical important conversations helps operators to lean on that knowledge.

Using technology to motivate members to work a little harder, or to point out how many calories that they have burnt in a class takes that club/ member relationship to a whole new level.

The technology itself will help provide some frictionless forms of engagement, but when combined with a friendly face and the use of a name, it just takes it to the next level.

So your action plan from here is simple. How much do your staff really know about your members?

Pick at random someone in your gym and ask a staff member if they not only know their name but that they know something of interest about them and even what their goals are.

Constantly challenge yourself and

your team on ways you can better ‘engage’ with your clients and how you can help them by offering the products that you provide.

The easiest way to serve your clients is by showing them how much you care about them as human beings.

As we all have heard; people don’t care how much you know until you show them how much you care.

And for the love of god, don’t fear technology.

Embrace it. More engaged members will mean more money. n Dave Wright is the CEO of CFM (Creative Fitness Marketing), CEO and creator of MYZONE, owner of the Feelgood Fitness and Voyage Fitness Club Chains, a former Board Director of UK Active and founder of the IOU. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with over 5,000 health clubs across 30 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@myzone.org

Improvement work at leisure centre begins The National Fitness Conference will take place at Leicester Racecourse on December 1.

Book your tickets for annual conference before it’s too late FITNESS professionals looking to maximise their businesses in 2018 and longer term have been urged to book their tickets for the National Fitness Conference before it’s too late.

The four key areas of profit, profile, presence and potential will be discussed by keynote speakers Duncan Jefford, Richard Hurst, Ben Coomber and Scott McGarry on what promises to be an action packed day at Leicester Racecourse on December 1.

From tips on how to create a profitable facility and a stand out brand, to hints on boosting your social media profile and building an award winning team, delegates will leave with the tools to maximise their gym or personal training business in time for the new year boom – and beyond.

The National Fitness Conference is organised by Script Events in partnership with Workout, and takes place at the racecourse ahead of the National Fitness Awards in the evening at the nearby Athena.

Workout editor Christina Eccles

said: “We’re really excited to welcome delegates to Leicester Racecourse for the third National Fitness Conference on December 1.

“This year our theme is ‘maximise’ and throughout the day our experts will be revealing their top tips to help you really get the best out of your fitness business – and stand out from the crowd in an increasingly competitive marketplace.

“The conference is open to anyone working in fitness, but don’t forget if you’re a National Fitness Awards’ shortlisted gym or personal trainer, you’re eligible to receive one free place to attend. This can be redeemed by completing the booking form on the conference website.

“As well as four dedicated speaker sessions, your tickets also give you access to an exhibition area full of the latest products and services, a networking lunch and a goody bag, so it really is worth taking the time out of your gym to attend. We’ll look forward to seeing you there!” n For more information or to book tickets visit www. nationalfitnessconference.co.uk

A SCHEME has begun to improve the health and wellbeing facilities at BH Live Active, Queen’s Park in Bournemouth.

Operator BH Live plans to invigorate the venue with new Life Fitness equipment including resistance and cardio machines, free weights, a functional rig and lifting platform.

The layout and flooring will also be improved and members will benefit from a refreshed group exercise programme and the introduction of MyZone.

The improved space will also enable more health referral programmes, including cancer survivorship, and activities for younger people to run.

Other improvements include

refurbishing the terrace cafe and new lighting installations and energy saving initiatives, which will reduce CO2 emissions by more than half over the next five years.

BH Live’s director for sport and leisure Mike Lyons said: “This investment will create better public health and fitness facilities for the local community and enable us to broaden our activity programme.

“This supports our mission to encourage more people to enjoy a more active lifestyle and experience the health benefits that this brings.”

Work is scheduled to be completed by the New Year and will be carried out in phases to minimise disruption.

The venue will remain open throughout.

Steve wins first world title INDEPENDENT gym owner Steve Johnson is celebrating after winning his first world title at the age of 52.

The World Championships in Samara, Russia, turned out to be a rollercoaster ride for Steve who had to deal with issues such as cancelled flights, lack of food and sleep, incorrect hotel bookings and lost luggage.

He explained: “Having no luggage meant I had nothing that I needed to be able to go on stage.

“Most people would have got stressed out about this, which isn’t good for a competitive bodybuilder due to the affects stress has on the body.

“Lucky for me I had the help of my wife Lesley who kept me in line with the attitude that everything happens for a reason.

“I had gone there to enjoy the experience and I knew somewhere along the line I could get the things I needed to compete. My saviour was fellow Team UK athlete Antony

Steve Johnson

Jackson who supplied me with everything I needed.

“It was fantastic for me that the adventure ended in the best possible way with a world title that has eluded me after three previous second places and two third places at that level.

“The bonding amongst Team UK was the highlight of this adventure with many new friends for life gained.”

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INDOOR ROWING AND CYCLING

Dedicated cycling space draws in the crowds at Synergy81

By Christina Eccles A CLUB in Chessington is offering something for everyone, with three popular studios – including a dedicated indoor cycling space – drawing in the crowds.

Imelda Easthorpe opened Synergy81 in January 2016 after four years of research.

She previously worked for a large fitness club, but decided to go it alone to fulfil a dream of having her own studio.

Synergy81 houses three studios, focusing on holistic, cardio and indoor cycling, with the cycling element, in particular, proving popular.

Imelda explained: “Our cycling studio, in particular, is a hub of many different characters.

“Due to the atmosphere, we do attract people who have not tried cycling before and also due to our expertise, we also have a high number of keen outdoor cyclists, especially as part of their winter training schedule.

“My cycling studio holds 32 bikes and I chose Stages Bikes due to their functional threshold of power ability, so we can really prescribe a good, honest class where our members can really see how they are improving. “I combined these bikes with the Spivi Training System, which also incorporates some of the Sufferfest training videos.”

The indoor cycling classes are going down well with everyone from complete beginners to triathletes, with dedicated sessions catering to all abilities.

Imelda added: “Some of our rides specifically are set out for our athlete riders and tri clubs. We are also doing specific training as part of their winter

schedules to get them ready for their outdoor competitions.

“We also have a number of our members who want to ride for fun and just simply to get fit and burn calories and there is no better way to do that than through indoor cycling.

“We do a couple of express 30 minute rides to allow those people who do not have much confidence an opportunity to build up their experience to move into some of the other classes.

“I wanted our cycle studio to educate our members so the master trainer of Stages Bikes

leads a number of rides as well as ensuring our instructors have the necessary training too.

“It was really important that there was a direct link from our indoor bikes with outdoor cycling.

“All my instructors go on a training course specifically for Stages Bikes so that they know how to get the most from a ride.

“We also believe in fun and that is exactly what you get when you do one of our classes at Synergy81. A great ride, great music and sound, delivered with education in a fun way. To me that is a win-win situation.”

INDOOR ROWING AND CYCLING

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PT reaps rewards after introducing Go Row programme to her studio

By Christina Eccles A PERSONAL trainer is achieving success after introducing British Rowing’s Go Row Indoor programme into her studio.

Kaman Ryan of Strive Studio in Dublin was compelled to offer indoor rowing classes specifically for visually impaired participants because she found, through her friend who is visually impaired, that many people struggle to keep active due to inaccessibility of opportunities or a lack of confidence, and their health can suffer as a result.

After researching indoor rowing courses available, she found the Go Row Indoor instructor workshop from British Rowing and decided to sign up, as she wanted to better understand indoor rowing technique, and learn about the class models to take back to her own studio.

Kaman explained: “British Rowing’s indoor rowing workshop was very useful and informative, and taught me the benefits and techniques of indoor rowing, as well as how to set up and create individual focused programmes for clients.

“Since starting my classes for visually impaired participants, I’ve had overwhelmingly positive feedback.

“What was particularly pleasing to hear was that participants found that the classes were more physically

Strive Studio in Dublin offers British Rowing’s Go Row Indoor programme. challenging than other classes they requirement of skilled coordination have tried, making them all the more between the upper and lower worthwhile.” extremities, rowing is a good exercise “Indoor rowing is suitable for all in terms of balance and efficiency. abilities, body types and fitness levels, “Rowing can be performed steadily and as a result is a great workout for under fixed conditions without visually impaired people. further intervention, and it is “Due to the involvement of therefore possible for the user to stop numerous muscles and the rowing safely whenever required.”

National Fitness Award winner theclub at Cadbury House has upgraded its indoor cycling offering; investing over £40,000 in new bikes. The club in Congresbury, North Somerset, has installed the latest Carbon Blue bikes designed by Schwinn, as part of its continuous equipment upgrade. Club group director Jason Eaton said: “We want our members to have the best facilities possible and that is why we are constantly updating the equipment.

The arrival of these new bikes is great news and shows our commitment to our members to provide the best possible equipment.”

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INDOOR ROWING AND CYCLING

DJ cycle rides keep gym’s members motivated

By Olivia Taylor

AN indoor cycling studio in Essex are ensuring their members are always motivated, with their live DJ cycle rides.

Cycle Rhythm in Loughton is a state-of-the-art indoor cycling studio offering high intensity, low impact workouts.

Every month the team from the studio give their members access to a live DJ while they spin.

Studio manager, Lucy Edwards, said: “We’ve been doing our DJ rides for a few years now.

“We do them on a Sunday afternoon so we can really crank the music up.

“We have a yoga studio upstairs so we have to do them when yoga’s not on so we’re not disturbing anyone.”

The studio is just outside of London, so the team do their bit to make sure they’re offering an on-trend fitness solution to members.

Lucy added: “We’re based in Essex so we like to

keep up to speed with the London studios and the latest trends.”

The studio was the first indoor cycling facility to offer the Keiser M3i cycles, the most lightweight indoor cycle on the market.

Although Cycle Rhythm likes to keep up to date with the latest technology, kitting out its studio with a night-club quality sound and lighting system, they know their niche.

Lucy added: “We’re never going to get our riders lifting weights on the bikes but we like to make sure we offer different varieties of technology and data.”

“When we have the DJ on it’s really motivational for our riders because the instructor and the DJ work really close together with each other.

The music really flows, it’s so much better than sticking a CD on.” n Are you doing something different when it comes to indoor cycling? We’d love to hear from you, get in touch: ot@scriptmedia.co.uk

A ladies only gym on the Isle Of Man is doing its bit to raise money for the local hospice, with a charity fitness morning. Warehouse Fitness called on its members to take part in a charity spin class and a lifting class, raising £300.

INDOOR ROWING AND CYCLING

Business uses latest technology to boost member experience

By Christina Eccles BOUTIQUE business Digme Fitness has improved the member experience at its studios by tapping into the latest technology.

The business has recently added a new functionality, which allows users to link their accounts with Strava.

By simply setting up the connection via their Digme profile, a rider’s data from an indoor cycling class will upload seamlessly to their Strava feed.

Using Bluetooth to connect each bike, Spivi provides real-time information for each participant, from distance travelled to RPM and power output.

Shortly after the class, each rider receives an email with a summary of performance, which is useful for tracking progress.

It is this summary which then directly uploads to that person’s Strava feed.

The technology is proving popular with the keen cyclists among the Digme Fitness demographic, as well as those who love to record their workouts.

Head of fitness Dan Little said: “Many of our customers use and love Strava and are delighted that they can now put their indoor rides straight onto their feed without even having to do anything.

Digme Fitness members can now link their accounts with Strava.

“More and more, people are exciting for us to be able to link with engaging with data in fitness and this platform.” want numerical feedback to track To cater to members who don’t their progress, so this is another way want to track their workouts or look they can do that. at numbers, Digme Fitness has also “Strava is growing unbelievably launched a new concept called BEAT, quickly and it’s about to get even which is simply about riding to the bigger with new developments, so it’s rhythm of the music.

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New gym includes latest kit

VILLAGE Hotel Club Portsmouth is set to welcome its first guests following a £21m investment, which includes state-of-the-art fitness facilities such as Les Mills indoor cycling experience, THE TRIP. Village Gym Portsmouth is one of only seven locations in the UK to invest in the immersive class, which sits on the timetable alongside popular sessions such as BodyPump, BodyCombat and BodyAttack.

The gym also includes the latest equipment from Technogym, a 20m swimming pool and luxury steam room and sauna, perfect for relaxing after a tough training session.

General manager Pedro Mendes said: “Our technology solutions, the most advanced for any new hotel in the South, are about enhancing the customer experience.

“The hotel will be a thriving hub, every day of the week, for local residents, gym members, the business community, holidaymakers with passengers using the city’s international ferry port, and guests for weddings, events and our popular live tribute acts.”

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INDOOR ROWING AND CYCLING

Top three features of the IC8 and why they matter

By Doyle Armstrong THE IC8 Power Trainer breathes a fresh lease of life into the commercial indoor Power Trainer market.

Its functional design is matched only by its good looks, and the quality of the fit is matched only by the quality of the data. Here are three IC8 features that will help exercisers get the most from their IC8 Power Trainer sessions.

1. Bike set up Technically this is three features all rolled into one, but it breeds specific adaptations to training which is always a good thing.

The IC8’s advanced geometry has been developed on a V-shaped frame design which gives the greatest range of users the opportunity to find the ideal fit when riding and improves the riders’ ability to apply power to the pedals. The fully micro-adjustable bike set up is a huge advantage in allowing the rider to be as efficient and effective through the pedal stroke as possible by recruiting all of the necessary muscles involved in maximising power production. Both vertical and horizontal adjustments to the seat and handlebar positions can be fine-tuned to the mm. The height and distance of the handlebars from the seat will help to promote correct joint angles and will give every rider the chance of maximising their training outcome by matching the position of an outdoor bike.

Pro-handlebar: The ergo-formed handlebar on the IC8 offers multiple hand positions giving riders the chance to work on the hoods, in the drops, or in a classic TT position and the overall fit and

experience of the ride is quite exceptional. A slim, real-toroad width of the handlebar helps to keep the whole body in the most relevant position for transferable training adaptations.

Q Factor: Q factor is the measure that dictates the width of the pedals from each other. It will impact on which muscles are recruited, and in which quantities during the cycling action, and should closely match the physical experience of an outdoor bike. The IC8 has a Q Factor of 155mm which closely matches most high-quality road and time trial bikes.

These factors combined mean that the IC8 can quite precisely mimic the physical set up achieved on an outdoor road bike and as such will promote the use of muscles in the specific conditions required when riding. This will lead to specific adaptations which are simply the best type in developing physical capabilities indoors that can be translated and used outdoors when spring returns.

2. Data experience The IC8 Power Trainer utilises ICG®’s Coach By Color® training system which helps every rider to understand their power output easily and immediately. Riders can perform a short test on the bike which will help them to ascertain their FTP. This value is then input to the bike personalising it to its rider. Each power zone is then identified by one of five colours which are easily recognisable

on the console’s high resolution TFT screen.

Riders can identify their power zone easily by their console colour whilst using other metrics to form their training experience.

The IC8 console is mounted forward on the handlebar allowing ample space for users to clearly see the console and data for the time spent in any riding position.

3. Data quality This is the area in which the IC8 excels above all other Power Trainers. The +/-1% accuracy variance of the IC8’s power meter gives the greatest data quality available throughout the full working range.

The IC8 will support cadences up to 200RPM and a Power range up to 3800 Watts whilst always giving the best data available. The exceptional quality and the ability to adjust magnetic resistance precisely means that riders can trust what they see and be specific in their desired outcome to training. Riding and maintaining efforts in small power zones is easier and more manageable and the result of training is more predictable when the numbers you see can be trusted.

The IC8 maximises the training effect by making the riding position specific, giving the greatest quality data and presenting that data in a simple format so that everyone can understand how to achieve specific training goals. To support exercisers with their training, the ICG® Training App has 59 workouts available on it so workouts can be tracked and shared. n Doyle Armstrong is Core ICG Business Manager at Life Fitness.

BP: FITNESS TRADE SHOW REVIEW

Over 8,000 health and fitness professionals descended on the NEC, Birmingham for the re-branded BP: Fitness Trade Show, which promised a strong focus on education and professional development. Workout rounds up the event highlights.

Organisers hope engaging show could be a catalyst for change SHOW organisers say they are “proud to have hosted an event that engaged with the fitness sector like nothing seen before”; viewing the event as a catalyst for change in the industry.

This year’s show saw leading educators take to the stage to share their knowledge with delegates on a wide range of topics.

Dedicated areas included Fitness Business School, BP Nutrition, 50+ Fitness, Workplace Fitness, Practical Coaching, The PT Career Development Conference and The Bootcamp.

Each area gave delegates the tools to enable them to walk away from the event with practical information, as well as a developed mindset for their business. Speakers such as Jamie Alderton, Phil Learney, Chris Burgess and Martin MacDonald spoke on topics ranging from business profitability and retention to the importance of nutrition.

Meanwhile, the likes of Tom Morgan, Matt Warner and Andy

McKenzie had a more practical approach, focusing on incorporating bodyweight and small group training as well as developing a strong core.

This gave a perfect platform for any practical professional looking to make

Planning under way to make next year’s show even better ORGANISERS of the first BP: Fitness Trade Show have declared the event a success, planning a bigger and better show for 2018.

With hundreds of innovative products on display, visitors were able to combine the educational seminars with sourcing new products from a variety of suppliers.

Show director, Phil Mortimer, said: “Feedback from exhibiting companies has been very positive, many commenting on the boost of sales the show has brought to their business, along with expressing their delight on how we’d brought a real ‘connected-industry feel’ to the show.”

Visitor feedback was just as positive, with the increase in the quality of the education and the variety of products on show being the key plus points.

The team are already coming together to ensure next year’s event is as bigger hit.

Phil added: “The team has been working hard to make sure BP: Fitness Trade Show next year continues to focus strongly on working with the best educators within the industry, as well as working alongside key suppliers to bring a bigger and better event for 2018….keep an eye out for more updates on this coming soon.”

their coaching more effective.

Guest appearances from Shane McGuigan, Eddie Hall and David Haye allowed visitors to not only benefit from their extensive knowledge but also provided a photo

opportunity over the two days.

Delegates also enjoyed a range of innovative exhibitors looking to showcase their brand to potential buyers and key decision makers in the industry.

Senior professionals from trusts, universities, councils and gyms were in attendance for what was a busy two days. Companies showcasing their brands at the show included Escape Fitness, Physical Company and Jordan Fitness.

Another popular area was the Workout networking lounge where visitors took the opportunity to hold meetings, network with industry colleagues over a coffee and find out more about the magazine, National Fitness Awards and Conference. n Next year’s BP:Fitness Trade Show will take place at the NEC on October 2 and 3. Keep up to date with the latest news and announcements on Facebook @BPFitnessTradeShow Instagram @BP_FitnessTradeShow and Twitter @BP_FTS

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TRAINING AND RECRUITMENT

Active IQ has been working hard to meet operators’ demands for improved standards, including refreshed level two fitness instructing qualifications and a greater focus on ‘soft skills’ for personal trainers. Managing director Jenny Patrickson told Workout why raising standards from the ground up is key.

Meeting demands for improved standards: Refreshed Level 2 Fitness Instructing AS an awarding organisation, we’re regularly in contact with leading companies within the active leisure sector and know that employers were concerned about the lack of soft skills among newly qualified personal trainers.

This is why we decided to refresh our level three PT qualification and incorporate specific modules to address these areas.

Discussions have shown that many employers were also equally concerned about the currency of the level two gym instructor qualification, due to it previously being a qualification that was developed by the Sector Skills Council at that time.

Since then, the industry has moved

on, and we’re seeing far more boutique operators and employers who have a completely different offering in terms of fitness instructing and group exercise.

This change is why we have taken the decision to completely refresh the level two gym instructor programme.

Previously gym instructors and group exercise instructors took the same core units, and then progressed into different pathways, but they will now undertake separate qualifications which are fit for purpose and a better reflection of each role.

The refreshed level two gym instructor qualification will be available from December and the

level two group exercise instructor qualification will be available in the new year. There is a need to raise standards right across our sector.

It’s far more common to see level four becoming the new level three when it comes to qualifications, but to really raise the bar we need to start at entry level with more valid qualifications for the industry.

By raising the standards from the ground up, we can help people to gain the right skills to set them up in their career.

The overall aim of the refreshed qualification is to help those entering the industry become ‘work ready’ from their studies to build confidence among employers and gym owners.

Jenny Patrickson

Les Mills makes two Delivering a new dimension senior appointments in suspension training ...

MARTIN Franklin has been appointed chief operating officer of Les Mills global markets.

Martin will lead and manage Les Mills direct market teams in the UK, Russia, India, the Middle East and Africa, plus Les Mills’ independent teams.

His remit as COO will be to take global responsibility for Les Mills customer experience function.

This will see him formally represent the club customer voice in all internal projects and product strategies.

Martin has worked at Les Mills since 2013, joining as customer experience director before his promotion to CEO in 2015. His career in the fitness industry spans over 20 years.

Wendy Coulson has been promoted to CEO of Les Mills UK and Ireland.

She has been in the leisure industry for 20 years, moving to Les Mills as customer experience director in 2015.

Global CEO of Les Mills, Keith Burnet, said: “These exciting people moves are strategic investments.

“We want to provide more direction and support for our independent

The GOFLO Suspension Trainer is a unique combination of a springloaded suspension trainer with multiple attachments allowing you to vary and challenge your suspension training workout and routines.

This fantastic trainer is now available in the UK and is being launched within health clubs and fitness centres bringing not only results, but fun too.

Martin Franklin teams, whilst proactively driving faster growth in all our global markets, but particularly the exciting new territories of Russia, India, the Middle East and Africa.

“This will allow our UK team to focus solely on growing the home market, having done a great job incubating RIMEA over the last few years.”

How it works Combining: A durable suspension trainer, Resistance Bungee Bands, Dual Harnesses and two comfort Grip Handles; GOFLO allows you to create varied and never tried before workouts for your clients, which are not only fun, but effective.

Who can use it?

Individuals, 1-2-1 training, within circuit training as a station, rehabilitation clients low impact on joints and the perfect fun group training class.

The GOFLO Trainer is suitable

for people of all fitness levels, all sizes and all ages. It is easy to adjust and intensify workouts by adapting the length of the suspension bands.

The GOFLO team is travelling across the UK delivering demos and training courses in this inventive training product which is going to take the class training scene by storm.

Contact the team for more information, videos, demos and special intro offers by calling 0115 7529 320 or emailing sales@totalgymsolutions.co.uk

Finalists revealed for Active Training Awards UKACTIVE has announced the finalists for the Active Training Awards 2017, which recognise an array of heavyweight sector employers and top quality training providers.

Delivered in partnership with CIMSPA, the Active Training Conference and Awards take place at the Hilton in Reading on the evening of November 30.

Virgin Active and ICON Training

lead the way with nominations in three categories each, including large employer and training provider of the year respectively.

This year’s conference, which takes place ahead of the awards, will explore themes such as how to harness and develop the skills of physical activity professionals, fostering environments that encourage innovation, and building truly world-class workforces.

There will also be insights from policy experts on how the sector can best navigate the threats and opportunities arising from an everchanging policy landscape.

The day’s events conclude with the Active Training Awards; celebrating and rewarding training providers and employers in the sector who lead the way in their approach to learning and development. ukactive CEO Steven Ward said:

“Building a world-class workforce is a central tenet of our continued push to drive forward the physical activity sector. The quality and stature of the speaker line-up for the Active Training Conference this year is testament to this growing importance.

“This year’s event will couple valuable conference insight with an awards night recognising those raising the bar for our sector.”

UK FITNESS SCENE

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Advertiser’s announcement

The biggest fitness trend no one is talking about!

TRENDS are always a hot topic and now that GYMetrix has been doing projects for 5 years we are able to look back and compare how customers usage of gym equipment has changed over that period.

The problem with most of the Trend analysis that takes place in the fitness industry is that it is done analysing the sales of gym equipment, so they are equipment “Buying” trends, not equipment “Usage” trends.

GYMetrix has gone back through all of our project ‘restudies’, where we have returned to the same gym and done a ‘restudy’.

Some of our best customers have used GYMetrix on a yearly basis and these projects have been extremely useful when analysing customer equipment usage trends.

While there has been much focus on what are GROWING trends, namely the industry thinking that functional has been growing massively (although GYMetrix is still measuring this being surprisingly low) and Free Weights being recognised as a growing trend, many operators incorrectly believe that these increases are coming at the expense of a drop in selectorized resistance equipment . . . . infact what we have learned from our analysis is that the usage of resistance selectorized equipment is increasing!

Examples of Gym usage trends by equipment type, this is typical of what GYMetrix is measuring.

“The biggest Trend that we are seeing is customers moving away from cardio equipment . . .Cardio use is a decreasing trend!”

This seems counter-intuitive, if customers usage of Free Weights is rising then the most obvious conclusion would be that these customers are customers who used to use resistance equipment, and that usage of resistance selectorized equipment should be dropping as that is seen as the most obvious substitute . . . but that is not the case.

Similarly when gym operators want to create space for functional areas, and rigs,

Most Oversupplied Equipment in Gyms

1) Crosstrainers 2) Treadmills 3) Upright Cycles 4) Steppers 5) Recline Cycles

in their gyms, they assume that removing resistance equipment is the most logical place to start . . . . the data is telling us something different. . . . the best way to create space would be by reducing the amount of cardio there is on the gym floor.

When GYMetrix did its 500 studies analysis the 5 most oversupplied equipment types were all cardio, with Crosstrainers being the most oversupplied.

This trend will be exacerbating the oversupply of cardio, operators are already wasting Millions on cardio equipment that is underutilised, now that there is a customer trend away from this equipment type this waste will be increasing!

What is causing this Trend away from Cardio?

GYMetrix just measures and reports on equipment usage levels and the trends that we detect from this, we can only make suppositions about what is causing the trends.

Certainly we have been saying for some time that we have noticed Females usage of Free Weights equipment, and specifically squat racks increasing dramatically over the

last few years.

Whether it is the media driving this, or celebrities, or the increase in crossfit training we are not sure. . . but this does now seem to be at the expense of less cardio being used.

Similarly there has been more emphasis put on functional training and group x and this may also be causing the decline in cardio.

GYMetrix analysis from its sensors attached to the cardio enables us to precisely work out what the optimum of cardio requirement is to meet its customers demand for it.

For such expensive equipment operators guessing at what this should be, or taking equipment suppliers advice, or using ratios, which trends are making obsolete is a very inefficient and therefore expensive way of refurbishing a gym.

If you would like to know exactly what your gyms cardio equipment provision should be, to ensure that you are not wasting money, nor using up precious floor space, then please get in touch.

Rory@gymetrix.co.uk

PRODUCT NEWS

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Maintenance and service key to a successful gym KEEPING fitness equipment in tiptop condition is crucial to the smooth running of any gym facility.

Losing a treadmill, stair-stepper or exercise bike can be a major inconvenience, reducing the capacity of the gym and impacting on your members’ enjoyment of their visit.

ServiceSport offers different levels of service to suit your specific needs.

From ad hoc, annual scheduled service agreements, all-inclusive contracts, audit servicing to full estate management.

Your equipment is the lifeblood of your facility – ‘out of order’ signs are frustrating for customers and could lead to them looking for a gym elsewhere that has well-maintained machines.

Keeping on top of maintenance and servicing will provide the best possible workout for customers and also reduces the chance of injuries.

Preventive maintenance can make a massive difference to the lifespan of your equipment. It can easily add four or five years to a machine, reducing overall running costs.

Machines take a pounding over the course of numerous workouts, so ensuring they’re in the best shape possible is crucial to the success of

your business.

Overlooking maintenance can significantly shorten the life of your machines, ultimately costing you more in replacement costs.

In addition to maintaining your equipment, it’s also important to remember the cleanliness aspect too.

Keeping equipment clean and sanitary on a daily basis helps keep everything working and prevents the spread of germs. It also shows that you care about your customers’ experience of your facility.

Removing sweat, dirt and dust will help the electronics and upholstery last longer. Moisture can cause corrosion, while dust and dirt can contribute to a heat overload causing a machine failure.

Regular servicing of gym equipment is proven to reduce the number of breakdowns and increase the longevity of equipment, preventing costly repair and replacement.

Each item of equipment should be serviced twice a year to meet the strict industry health and safety requirements.

For further information about servicing or maintenance, please call ServiceSport on 08453 884662 or email sales@servicesport.co.uk.

SH1FT® partners with Fitness On Demand™ NEW functional HIIT brand SH1FT has partnered with Fitness On Demand to deliver SH1FT workouts to fitness studios worldwide.

Fitness On Demand is a leading virtual group fitness platform. They provide fitness studios access to a wealth of premium virtual fitness content, which users can access at designated times scheduled by the facility, or on-demand at a time that suits them.

SH1FT stands for Smart High Intensity Functional Training and is designed to allow people of every fitness level to train smarter and stay fit for life.

SH1FT will initially release workouts across both the GROUP and SO1O products, which will vary from five minute ‘Rush’ workouts, to longer, themed, group fitness HIIT workouts

focusing on cardio, strength and stretching. All workouts are tailored to all levels and use bodyweight only meaning they can be done anywhere.

Senior manager, programming and partnerships at Fitness On Demand Megan Rivero said: “When we first saw the SH1FT workouts, we knew they would be a fantastic addition to the platform.

“The SH1FT content stands out due to the smart and functional approach to the workouts as well as the unique workout themes.

“The fun and light hearted ethos of SH1FT is something we believe class goers will love. The Fitness On Demand favourite is ‘Grand Slam’, a tennis inspired workout.”

For more information visit www.fitnessondemand247.com or email info@fitnessondemand247.com

An intelligent approach to Gym Upholstery UK appointed streamlining integrations BUSY leisure facilities will understand the significance behind an exceptional customer relationship management (CRM) system.

A joined-up approach to all operational functions is the key to a streamlined business and this is often the catalyst that encourages fitness organisations to partner with leading Direct Debit bureau DFC. Take Oldham Community Leisure (OCL) for instance. A leisure trust that manages seven facilities across Oldham, OCL partnered with DFC almost three years ago based on DFC’s cohesive integration solutions, which dovetailed nicely with their current CRM operation.

Managing information, such as membership sign ups, changes and

cancellations, from one central hub has improved their administration process and cut down the number of avenues from which information is received.

Peter Howson, head of CRM at OCL, said: “DFC collects our money and everything is updated automatically to our current system.

“It’s allowed for a really unified approach and has saved a lot of time at front of house.

“As far as the bottom line goes, they’ve made a massive difference.”

DFC integrates with many of the leading CRM platforms and can expand to integrate with any not already on their radar.

Find out more about what they do https://www.debitfinance.co.uk

December issue features: n New for 2018 n Group fitness n Weight loss solutions To advertise in one of these features call Dan on 01226 734699 or Danielle on 01226 734709

ANYTIME Fitness has appointed Gym Upholstery UK to support franchisees in maintaining health and hygiene standards for members.

The company will provide on-site fitness equipment upholstery repair service to all the 130 UK clubs, ensuring UK franchisees have adequate support in maintaining health and hygiene standards across all the clubs.

Founder Dean Boyle said: “It is a great pleasure to be working with

an exciting, fun, rapidly expanding fitness franchise. It consolidates our mission to improve health and hygiene on fitness equipment across the UK.” CEO of Anytime Fitness UK Stuart Broster added: “We take health and hygiene in our clubs very seriously and Gym Upholstery UK will be another important cog in the wheel, ensuring we maintain high standards across all our UK clubs for members.”

Exclusive distributor PODIUM 4 SPORT is delighted to announce that we are now the Exclusive Distributor for the full range of Jacobs Ladder products within the UK and Ireland.

Jacobs Ladder is installed in minutes, self-powered and simple to use. It is considered by those who use it to be one of, if not the best aerobic / anaerobic machines available on the market today. It is also self-paced which means that the faster you go, the faster it goes and similarly the slower you go the slower it goes.

It is used in a wide variety of market sectors such as the army and police forces, universities, CrossFit gyms, personal training studios and commercial leisure facilities.

Jacobs Ladder was designed with physiological benefits in mind such as increasing heart rate quickly, it offers a natural climbing position which

reduces stress on the back and hips, it has a very low impact on the joints and the long and dynamic climbing stroke ensures a full range of motion.

David Flynn, senior key account manager for Podium 4 Sport, said: “The change in direction of cardio training from long and steady to short and intense means that Jacobs Ladder is a perfect complement to what the market is demanding. Therefore it is a perfect addition to the range of products offered by Podium 4 Sport.”

The commercial product range includes Jacobs Ladder and the Stairway which is a stair climbing machine designed for full commercial use.

Jacobs Ladder 2 is designed for home or light commercial use.

Register your interest in a trial of the Jacobs Ladder at www.podium4sport.com or call 02890 701444

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CLASSIFIED FLOORING

POINT OF SALE

AUDIO / VISUAL

HYGIENE

UPHOLSTERY

CLASSIFIED MANAGEMENT

FITNESS EQUIPMENT

FITNESS EQUIPMENT

DIRECT DEBIT COLLECTIONS

LOGISTICS

FLOORING

CLOTHING & MERCHANDISE

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CLASSIFIED FLOORING

FLOORING

HYGIENE

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