ISSUE 1 May WEEKLY Issue 110 - 19 August 2022 XCELERATE GYMS to open fourth UK site with East Grinstead confirmed–page5 Five secrets to being a successful gym owner – page 6
XCELERATE GYMS, the fast growing UK-based health and fitness franchise with a unique family offering at its core, has confirmed its fourth site will open in East Grinstead, West Sussex, in the Autumn. Following on from the successful opening of XCELERATE GYMS Solihull and Forest Hill at the end of July, the brand is quickly expanding its network, with more announcements and pre-sales to begin across the UK through the second half of 2022.
XCELERATE GYMS to open fourth UK site with East Grinstead confirmed
“I love the brand, I love its products, and the future plans for the X-NATION Games, plus the fact that it provides young people with structured classes as well as the chance for families to workout together, hang out together and get fit together.
“With the site confirmed and the building work about to begin, I can’t wait to work with the team at XCELERATE to open the gym in East Grinstead and help all our members achieve their X.” Andy Farr
PARKWOOD Leisure has announced that Andy Farr will be re-joining the business as strategic director from September.Andyiswidely recognised as one of the most innovative and forwardthinking leaders in the sector. He will immediately join the board of directors to help develop and shape the future direction of the business.GlenHall, managing director of Parkwood, said: “Andy is someone I hold in the utmost regard and I am absolutely delighted to welcome him back into the senior management team.” Andy will help shape the future strategic direction of the company, including seeking new business opportunities, driving innovation, improving third party partnerships and exploring wider Parkwood Leisure services. He added: “I am delighted to have the opportunity to re-join Parkwood at this exciting time, building on the great work they already deliver across England and Wales. “In particular, I’m looking forward to focusing on our place-based community well-being work. “We will be working closely with specialist local partners and wider Parkwood Group companies across health, outdoor and indoor leisure and cultural services. “Ensuring our services are inclusive, accessible and relevant to the communities in which we are privileged to work is a key measure for us.”
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Operator appoints strategic director
Publishing manager: Dominic Musgrave Tel: 01226 dm@scriptmedia.co.uk734407Studiomanager: Paul Hopkinson ph@scriptmediagroup.co.ukAssistantstudiomanager: Scott Firth Salessf@scriptmediagroup.co.ukandmarketingdirector: Tony Barry Tel: 01226 tb@scriptmediagroup.co.uk734605 www.workout-uk.co.uk
XCELERATE GYMS’ CEO and founder Mark Chambers said: “It’s been a whirlwind 12-months and we have achieved so much already, but we know we are only at the start of our“Wejourney.wantto enable XCELERATE members across the UK to achieve the full value of their ‘X’, and to deliver on this mission we need to continue to work with our business owners to meet our planned rollout of new UK sites.“The second half of 2022 is going to be busy, with a number of new locations to be confirmed, pre-sales started, and gyms opening. “The feedback from our members at Edgware, Solihull and Forest Hill means we know that our product mix is right, that our focus on young people and families is something that both members and business owners are really buying into, and that this point of difference shows why XCELERATE GYMS really is Made Better, Made Different and Made for Everyone.”Thegymwill be based on the ground floor of a new residential development.There-development is adjacent to the town’s amenities including supermarkets and other local retailers, and will provide the local community and its families with a new fitness facility designed to accommodate everyone from ages 5+, as part of XCELERATE’s unique X-TRIBE family membership. With equipment kitted out by leading suppliers including Dyaco, Power Plate, Wattbike, Johnny G Spirit Bikes and Hydrow, XCELERATE GYMS East Grinstead will become one of the first commercial gyms to have the new, tech-laden and immersive Hydrow rowing machine, with a patented drag mechanism making it the closest experience to rowing on the water. Members at East Grinstead will also be some of the first across the XCELERATE network to experience the gym franchise’s new indoor cycling classes, with its large, dedicated spin studio featuring top of the range bikes from the Johnny G Spirit range, and a fully immersive experience with lighting, screens and sound system, all designed to motivate members to their reach peak performance.The7000ft² site will also feature a large group exercise studio to support the award-winning X-NATION programming and classes. X-NATION is the exclusive membership product designed by XCELERATE GYMS for younger members aged five to 15. Designed to bring to life fitness and combat sports classes that develop both the physical health and mental wellbeing of younger members, X-NATION also aims to create a love of fitness and an understanding of the benefits of a healthy lifestyle. The X-NATION programme helped the team at XCELERATE GYM Edgware and its X-TRIBE members, the Knight family, win a National Fitness Award within just eight months of opening, with the programme also shortlisted as a finalist in this year’s generational category at the ukactive Awards. East Grinstead XCELERATE franchisee Mehran Mehmood added: “Having researched the market and spoken to a number of fitness franchises, XCELERARTE GYMS was the standout choice from day one.
Conclusion Five very simple, but extremely effective tips on ways to help your gym operate successfully.Thekeyisfinding the right percentage balance between finding new members and also keeping your existing members happy, and for the most part you’ll realise that this balance isn’t always a 50/50 split. The strategy will usually differ in each and every fitness business so it is up to you to decide what route you want to go down in regards to how you split your time on maintaining current member satisfaction and also trying to bring new membersWhateverin.you decide, this will not influence how successful you will be as a gym owner, it is more how you execute your decision and how you can create the best environment and brand for your studio. For more information visit johnsonreed.co.uk
Five secrets to being a successful gym owner Advertiser’s announcement
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LET’S START off with something that isn’t a secret; owning a gym is not easy. Whether you are an experienced gym owner or just starting out, you should never pass up a bit of extra advice. We work with an abundance of fitness studios and PT’s, so we have been able to pick up some industry secrets along theConsiderway. this a five-point cheat-sheet with advice from actual gym owners on their tips and tricks on how to run and maintain a successful fitness studio. In short, don’t forget the basics. Speak to your current members (know their name) This has got to be a no-brainer. The people who are currently working out in your gym have chosen your studio to buy a membership for, meaning that there is something about your gym they reallyFindlike.out what this is. Evaluate some common ground between these answers and build the benefits of your gym (as vouched for by your actual members) into your marketing. This not only helps with acquiring new faces, but with your existing members having conversations with you or the staff, it creates a sense of community in your gym, as their opinions feel valued, which will usually have a positive effect on existing members; win-win. Build a winning team If you hire staff in your gym, you have to remember they are your members’ first point of contact and will act as the face of your business on a day-to-day basis. You must hire people whose passion and motivation align with your own to create a consistent culture across the business.Whenhiring someone, think, would you be happy with a member judging your entire company image off an experience with them? You also have to ensure they have all the skills required. For example, they may be able to plan a killer spin class, but if they don’t have the personality or energy to keep the class engaged and motivated during the session, you can go ahead and assume the class may not be as popular next time around.
Financial management With the four previous tips, they will all cost money in some way. So it is important that you, or a trusted team stay on top of the company’s finances to make sure you are continuing to be profitable with the incoming revenue into the business. To keep up a service that retains members and helps find others, you will need money, so exploring possibilities to optimise the cash you have to make changes or run ad hoc campaigns can be veryJR ishelpful.veryknowledgeable when it comes to exploring options for gym owners to help with cash flow and financing for gym equipment, so if this is something you would like to explore, don’t hesitate to get in touch.
Perfect your sign-up experience Your gym doesn’t have to just be an hourly service to members three times a week; you need to start increasing brand awareness outside of the studio. We are talking about online presence. Social media is one of the most pivotal online marketing tools there is, as it’s a great way to engage in two-way communication with your members (and potential new ones). You can post content that your followers will find engaging: workout plans and tutorials on how to use equipment properly. It can even be used to repost your members workout/ transformation pictures, as people recording their gym progress on social media has increased drastically. Give their journey a platform, while also improving your brand awareness. It is also worth mentioning that you should ensure your website continues to be up to date and functioning as this will be a potential member’s first port of call when they are researching your gym to sign up with. So make sure it works.
Reward your loyal members While it can be very easy to go chasing new members, it is incredibly important to maintain your existing members’ satisfaction.Youcanoffer additional perks to your members that will continue to further your CRM (customer relationship management).Thesecanbe things such as offering free meal plans, free day passes for members to give to their friends and family, or a free branded product (water bottle, towel, lock etc...) These perks all add to keeping your members loyal to your gym, as well as acting as frequent ‘thankyou’s’ to show appreciation.Youcouldalso explore the possibility of partnering with a company within the industry, setting up a small stall in the gym and offering free samples of whatever they are selling (protein bars, protein shakes). Also, providing a discount for their products will also act as an additional benefit to your members.
Price sensitivity research shows impact of increasing gym membership fees
NEW research from Leisure-net Solutions shows the impact of potential increases in membership fees on customers across the UK. Many operators are considering raising prices to alleviate the burden of rising costs, but are worried about damaging customer relationships.Leisure-net’s independent research highlights how sensitive customers are to price increases, allowing operators to tailor their price changes to avoid losing members.DavidMonkhouse, director of Leisure-net Solutions, said: “Operators are seeing a big squeeze on their income with increasing costs and Sport England’s Moving Communities platform showing an 80 per cent return to leisure facilities after the pandemic.
“This new price sensitivity research shows how much operators can increase their membership by before they start to lose customers. “It can be tailored to regions and gym types to allow operators to make informed decisions on possible price increases to help them navigate these challenging times.” The findings are based on the responses of 400 members of leisure centres, mid-range clubs, budget clubs and independent gyms, who were asked how sensitive they would be to membership increases of five, 10, 15 and 20 per cent, via Leisure-net’s new 65,000 plus Consumer Insight Panel. The results, which can be broken down into regions, age and gender, make for interesting reading. For example, younger men at independent gyms are most likely to accept price rises, while older women at leisure centres are least acceptable to increased costs. The survey found that 40 per cent of independent gym members would be prepared to pay up to 20 per cent more for their membership. It’s a different picture in Scotland, where nearly half of independent gym members (47 per cent) would not tolerate an increase in membership dues. When it comes to leisure centres, a quarter of members living in London said they would be prepared to see their fees increase by 20 per cent. By contrast, 63 per cent of leisure centre members in Wales would not pay any more for their membership.
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Mike was awarded the “Outstanding Achievement Award” in 2018 by the National Fitness Awards for outstanding contribution within the fitness industry. His client list includes Premier League and international footballers, European champion boxers, professional bikini athletes and TV stars. But with this, Mike’s main focus is always on the public…
Dave Wright is the creator and global CEO of Myzone, the CEO and owner of Creative Fitness Marketing and the co-owner of the Voyage Fitness brand in Australia. Not only is he the chair of UKActive’s Supplier Council but his product, Myzone, is enjoyed in more than 8,000 facilities by more than two million people in 84 countries.
In 2019 at The National Fitness Awards, Mike and his team won an amazing three awards. With Mike being crowned ‘UK’s Best Personal Trainer’ for the third consecutive year which is something that has never been done. Mike’s client Dibsy walked away winning the ‘Member Achievement’ Award and Mike’s meal prep company winning the ‘Innovation in Fitness and Nutrition’ Award. In 2020 Mike was recognised in the Queens Birthday honours and was awarded an MBE for his services to his community. Tony Barry on 01226 734605.
Mike Hind MBE, CEO of MAS Body Gym and founder of Macro Based Diner Dave Wright, founder of Myzone and CFM
FMA provides such businesses with marketing tools and resources to aid in lead generation, conversion, sales and ultimately, growth. As marketing and sales manager, Charlie oversees and nurtures the sales and marketing team whilst driving the marketing forward for FMA, as a business.
Webbington Hotel and Spa Axbridge, BS26 2HU Wednesday, September 21 Book your free places today at https://tomorrows-workout.co.uk/delegate-booking/ Exhibitior opportunities are available by calling
Lianne Clark, Business development manager, Active IQ Lianne Clark is an experienced business and fitness professional with a comprehensive industry background working for national gym chains, local authorities and equipment suppliers. She’s passionate about championing active wellness and has a deep understanding of the challenges and opportunities which face the sector. At Active IQ, Lianne works closely with her centres across the Midlands and east of England to help their businesses grow and their learners to succeed.
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Mike has been training people for over 12 years, in that time he has been recognised as one of the most respected and renowned coaches in the UK being crowned ‘The Best Personal Trainer in the UK’ by the National Fitness Awards. His work has been broadcast across the globe and he became a household name when he took on “Dibsy” the 40 stone guy, Mike offered him a FREE life saving year-long programme.
A serial entrepreneur, and a Workout columnist for the past 20 years, Dave is a straight-talking Australian based in the UK who has the unique ability of being both a club operator and a supplier.Charliehas
David is well known for his unique industry knowledge and is in demand for his expert media commentary and public speaking. Helping businesses and individuals with the invaluable intelligence needed to make key decisions, David leads them through analysis into action, achievement and competitive advantage.Healsoworks with leading journalists and publications to spark debate within and create support for the leisure, fitness, consultancy and financial industries and is the recognised go-to for market trends, data and insight.
Charlie has been with the Fitness Marketing Agency since its conception in 2015, working alongside Ben to grow the business to what it is today – a hugely successful agency that supports over 300 clients, from independent gym owners and corporate gyms to personal trainers and online coaches.
Speakers to include
David Minton, founding director, The Leisure Database Company
always had passion for both fitness and business, having started his career in the fitness industry at just 18 years old, with a marketing role for a renowned Gym and PT Studio. After building up a wealth of knowledge and know-how, Charlie met Ben Davis (founder of Fitness Marketing Agency) and began the next stage of his career.
Charlie Horton, marketing and sales manager, Fitness Marketing Agency
Charlie can often be found speaking at leading industry events, including Independent Gym Owner Conference, where he shares his quick and effective marketing and sales tools. He specialises in generating leads and client acquisitions.
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