Weekly Workout - Issue 54

ISSUE 1 May

WEEKLY

Issue 54 - 18 June 2021

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

CIMSPA and Sport England launch free tools to improve sector’s digital marketing skills

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Good food and mental health: why gyms need to shift their focus to be successful post-Covid

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WORKOUT WEEKLY

CIMSPA and Sport England launch free tools to improve sector’s digital marketing skills SPORT England is launching a Digital Marketing Hub – a free training programme to help people and organisations improve how they apply digital marketing tools and techniques to encourage more people to play sport and be active.

The hub will be delivered by CIMSPA (The Chartered Institute for the Management of Sport and Physical Activity) and comes as a direct response to findings which highlight a significant digital skills gap within the sector, with research conducted by the Digital Marketing Institute on behalf of Sport England finding that 63 per cent said they don’t have a clear plan to attract new audiences through their digital channels.

Tara Dillon, CIMSPA CEO, said: “We are very pleased to continue our close collaboration with Sport England to deliver this project, which will directly benefit the workforce and organisations right across the sector.

“The Digital Marketing Hub is a fantastic opportunity for individuals to gain skills and knowledge from experts from across the marketing sector, as well as those specifically positioned in sport and physical activity.

“Digital marketing has an increasingly important role to play, especially for selfemployed and freelance professionals who rely on it to reach and engage their customers. In the last 18 months it has

Tara Dillon, CEO of The Chartered Institute for the Management of Sport and Physical Activity become even more important to develop these skills, with many businesses and individuals needing to rebuild as we emerge from the coronavirus pandemic.

“A key part of the Digital Marketing Hub will be upskilling the sector with a view to reaching a more diverse and inclusive audience, and positioning sport

and physical activity as accessible to all.”

Undertaken with more than 1,000 people involved in sport and physical activity marketing and communications, this finding comes despite the fact that 81 per cent of respondents said that attracting new participants was very or extremely important.

A further 25 per cent rated their organisation as “not at all effective” at adapting to new trends and insights, while just 10 per cent measured their organisations as “very or extremely effective.”

The findings also showed that the majority of respondents rated themselves as underperforming across all core digital marketing channels when asked to compare themselves to their peers.

The new Digital Marketing Hub, which combines online learning via bite-size modules, a live webinar series and peer networking opportunities is part of Sport England’s ongoing work to help the sector recover from the impact of the Covid-19 pandemic while supporting organisations to improve their digital capabilities and skills.

The hub is tailored to small businesses, self-employed professionals and volunteers at frontline organisations and clubs, as well as marketing and communication professionals at larger organisations.

It will specifically explore how people

and organisations can use digital marketing to boost participation and re-engage participants, while looking at themes including understanding more about their audience.

Other topics the programme will cover include: n Reaching new audiences: helping participants to reach new and more diverse audiences and drive growth for their organisation or club on small budgets. n Insight application: supporting participants to better understand and apply audience and sector insight to inform their digital marketing activities. n Measurement: supporting participants to set goals and KPIs and measure them effectively. n Channel skills: increasing understanding of the key digital marketing channels, such as social, search, websites and email, and giving them the practical skills to use them effectively.

Learning content will be provided by a consortium of partners along with bespoke workshops and webinars that will apply the learnings to a sport and physical activity context.

Sport England and CIMSPA also recently announced ReTrain to Retain, a new job retention and support package that will benefit 25,000 professionals working in the sport and physical activity sector.

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Good food and mental health: why gyms need to shift their focus to be successful post-Covid Recent research shows that UK gyms have taken a £2.3 billion hit to their revenues since the start of the Covid-19 pandemic. To recover, awardwinning personal trainer David Fairlamb believes gyms need to take a holistic approach to health and wellbeing, incorporating mental health, nutrition and social interaction as well as physical fitness, to attract and retain customers: THE power of an integrated approach to health and fitness is something I learned first-hand many years ago when, after quite a bad car accident, I suffered from multiple injuries.

The impact this had on my physical abilities as well as my mental wellbeing was difficult, yet it was from this that I became immersed in all aspects of mental and physical health.

More and more fitness professionals are seeing the benefits of a ‘whole of self’ approach, and people come to us because they want to feel better about themselves.

For the first time, society as a whole is starting to legitimately question the aesthetic of the carbon copy supermodel look and how this can possibly be supported by a healthy diet for a variety of body types. Fad diets are being phased out and having a fit and healthy mind and body – no matter what size – is in.

The importance of an integrated approach I have a strong belief that people will continue to prioritise health a lot more after Covid and it is essential that gyms are there to support them in achieving a better quality of life.

This includes mental wellbeing, keeping fit and good nutrition, as well as highlighting the social aspect the gym offers with inclusive communities.

An integrated approach can allow people to find their own natural and healthy body shape and love and respect themselves.

Gyms encourage this by showing images in their branding of all body shapes and types and creating plans for individual body types as opposed to a one size fits all programme.

How gyms could implement this approach to support nutrition and mental health in a fun and effective way Celebrating wins regularly and advising on healthy food choices rather than just Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk

Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia. co.uk Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk

Studio manager: Stewart Holt sth@scriptmedia. co.uk

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you a great review or recommendation from them.

a low-calorie diet also show you care about the whole person.

These can be promoted via newsletters with recipes or holding fun activities such as cooking classes, or even encouraging people to share their own recipes on a community board.

When it comes to nutrition, I am passionate about living a ‘sugar clean life’ which involves cutting out refined sugar from your diet. In my own cooking classes, dishes are made using all healthy ingredients and no sugar.

This is much easier than you’d think and really improves people’s quality of life – even before you’ve stepped on a treadmill.

Simple ideas like this can help you win new customers and can add extra value for existing ones.

How gyms and trainers can listen to our clients to help us to grow It goes without saying but everyone has a different idea of what they want to achieve, and you need to be sensitive to that.

The more you have on offer, the more you will engage with hard- to-reach people, or those who find gyms intimidating.

Great examples of this are walking

meditation groups or outdoor fitness away from the gyms in a local park or beach.

If people want something a bit more fast-paced, be creative with your offering. I built my dream VersaHub during lockdown and it’s the first of its kind in the country.

I loved the Versaclimber and knew many of my regulars were keen to get involved and so listened to their needs as well as my own.

Taking time to listen to your clients and understanding what it’s like to walk a day in their shoes is crucial for a trusting relationship – it’s something I always try to do, and it really helps me to build a rapport with anyone I train.

Always remember that you can’t please everyone.

You have to lead by example and trying to fit in with everyone will impact on your own wellbeing.

If you are passionate about your philosophy and convictions, then you can inspire many different people.

If someone doesn’t respond to that then it is important to help them on their way to somewhere that will work.

Don’t be shy about recommending other activities away from the gym.

It will be appreciated and may even get

Tackling challenging subjects such as mental health wellbeing A spotlight has been shone on mental health in all sectors and that is fantastic.

I would highly recommend having a mental health first aider at your gym.

This helps to create a more positive workplace culture which will filter down to your clients. People build a lot of trust with their personal trainers and might want to discuss their mental health.

For many in the fitness industry, mental health won’t be an area of your expertise. However, listening to people who need to talk can be beneficial for them.

Offering sensitive guidance as opposed to strong opinions is often the best option.

It’s always helpful to explore support networks in your local area that you can recommend.

Mindfulness and meditation offer wideranging health benefits and some people even practice mindful eating.

If you have the opportunity, I really recommend getting some training in these fields – they are fascinating and could really boost your own confidence as well as your offering as a fitness professional.

Keep doing what you love An integrated approach to health and fitness is a chance to deliver lasting benefits to clients.

My motto is that I help ordinary people do extraordinary things (that includes myself). I love watching my clients inspire each other and drive each other to do better, and this creates a friendly and supportive atmosphere that people want to be part of.

Don’t be afraid to get to know those who attend your gym – you can maintain professionalism while also noticing if they are having a bad day.

I spoke to many of my customers who were struggling in lockdown.

Just knowing they had that person on the end of the phone really boosted their mood, as well as motivated them to get out there on their own and get fit.

Always let your clients inspire you, they’ll be the secret to your success.

Trust given a clean bill of health SANDWELL Leisure Trust has been given a clean bill of health by an independent health and safety advisor following inspections of their Covid-secure procedures prior to and during lockdown re-openings.

The Health & Safety Executive conducts stringent spot checks on business re-opening to ensure they have safe and proper practices in place – and all of SLT’s nine centres across the borough have consistently attained the required levels.

Chris Williams, of independent auditor Health and Safety Services, said: “Regular Covid-secure inspections have been carried out prior to lockdown re-opening and during periods when SLT centres

have been operational – and passing these audits ensures that optimum control measures remain in place to protect customers and staff alike.”

This positive feedback was also echoed by happy new member Danni Walters, who recently joined up at SLT’s Haden Hill Leisure Centre in Cradley Heath.

She added: “I had a fantastic experience. From the moment I arrived, there was clear signage and direction around their Covid-19 regulations, plus a member of staff was on hand to help me complete my membership process with reception staff.

“Off I headed to the gym, having not set foot in one for five years and having always lacked confidence

in this environment, but personal trainers Richie Lilly and Andrea Woodward were really friendly and welcoming and took time to explain the layout, plus opportunities to have input from PT staff around structured workouts.

“They answered all my questions and really put me at ease, as well as re-introducing me to some of the equipment and how to use safely.

“The hour went in a flash and I came out on a high, really positive and confident, having been absolutely dreading it.

“I can’t thank them enough. I just wanted to say, after the difficult last year everyone has had, how good it is to see people are still intent on doing a really great job.”

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Sport for Confidence founder awarded BEM in Queen’s Birthday Honours List SPORT for Confidence founder Lyndsey Barrett has been awarded a British Empire Medal in the 2021 Queen’s Birthday Honours.

This recommendation has been made by the Prime Minister on the advice of the independent Main Honours Committee following an independent assessment process.

Recognised for her work supporting disabled people to be more active, Lyndsey will receive her British Empire Medal from the Lord-Lieutenant at a Royal Garden Party.

This event will be arranged once social distancing restrictions allow.

“To receive this recognition and to be able to celebrate with my family, the team and all our participants is truly amazing,” said Lyndsey.

“When I left my role as senior occupational therapist at the NHS back in 2015 and began to deliver occupational therapy services to one person at Basildon Sporting Village, I had no idea that Sport for Confidence would grow into an established brand, creating opportunities for more than 2,500 individuals who face barriers to participation to enjoy the many benefits of sport on a monthly basis.

“Sport for Confidence now operates at multiple leisure centres across Essex and London, bringing occupational therapists together with sports coaches to deliver goal oriented, person-centred sporting experiences that delivers positive outcomes that extend way beyond the field of play.

“Today, I am incredibly proud to receive this award. I never set out to gain personal accolades but I have to admit this one is very special.

“I get my motivation and drive from the positive

Sport for Confidence founder Lyndsey Barrett . impact Sport for Confidence delivers on a daily basis and I intend to continue to work hard to stamp out inequalities that exist in sport and to strengthen collaboration between physical activity and health

professionals. Sport delivers so many health and social benefits, it should be the undisputed right of everybody to be able to access opportunities and get involved.

“I will continue to push for this through the work of Sport for Confidence and our partner network.”

Speaking of Lyndsey’s achievement, Stephen Mitchell, co founder and director of Sport For Confidence, added: “I couldn’t be prouder of Lyndsey and on behalf of the Sport for Confidence family would like to congratulate her on this incredible recognition.

“She is an extremely humble individual and shies away from celebrating her own personal success, but now she has received this British Empire Medal, this is the public recognition she deserves for all of her achievements to date.

“For an individual who consistently puts other people’s needs above hers, particularly clients and participants of our programmes, this goes some way to acknowledge her incredible journey through sport, occupational therapy and building a social enterprise.

“Whilst there is still a great deal of work to be done tackling inequalities in sport, the work of Lyndsey and the broader team is shining a light on the issues and evidencing the success of Allied Health Professionals and physical activity professionals working together to deliver life changing health and social outcomes on a community wide scale.

“Lyndsey is absolutely relentless in her ambition to see an occupational therapist located at every leisure centre in the country, moving the profession from a purely clinical environment out into the community.

“What Lyndsey has achieved to date is amazing.

Imagine what she can achieve moving forwards, using this as a springboard for delivering more impact.”

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THE AFTERNOON’S speaker panel will be hosted by Graeme Hinde Managing Director of LFX and the LFX Academy and he will be joined by industry experts

Tea and Coffee will be served upon arrival and exhibition viewing, mid morning break will be served in the main exhibition area. Lunch will be served to all delegates with a further opportunity to enter the exhibition and networking areas. The final Tea and coffee break will be served in the exhibition and networking room with raffles and prize draws taking place on the stands.

In accordance with government guide lines this will be a ticket only event with a limited number of delegates, tickets must be purchased in advance to secure your attendance at the event, tickets can be purchased via the website or by emailing directly to Tony Barry at tb@scriptmedia.co.uk

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