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The UK’s No 1 fitness industry magazine
Trainers hit out at ‘freak show TV’ By Christina Eccles METHODS used by personal trainers on ITV show The Biggest Loser are ‘shocking’, ‘extreme’ and ‘intimidating’, according to fitness professionals who have been following the programme Many gym owners and trainers have spoken out against the show – where overweight contestants compete to be crowned ‘the biggest loser’ – claiming its personal trainers Angie Dowds and Richard Callender could put people off joining a gym. GB Fitness’ Cain Leathem explained: “As an exercise and nutrition professional I find the protocols employed on the sensationalised television programme Biggest Loser shocking and dangerous. Having just walked off a television project because of a similar approach, we qualified professionals should be endorsing safe and efficient practice rather than grabbing dollars and short-lived fame.” Personal trainer Sarah Donohue has also been taking an interest in the show. She added: “I watch it because I watch the trainers, as many others reading your magazine do. I sit there swearing at the TV, then discussing it with my PT the day after. The whole offering of cakes makes it into freak
show TV. And I would hope that Richard and Angie had at least said they ‘didn’t think it was a good idea’, but were overruled by the producers. If they went along with it and didn’t say a word, then there is cause for concern.” But ITV defended the programme – claiming that many viewers have been inspired. A spokesman said: “The Biggest Loser has at its heart the central belief that you can lose weight through a healthy balanced diet and exercise. Trainers Richard and Angie are highly experienced and have used their knowledge to create varied workouts and put systems in place to ensure that contestants are training effectively and safely while encouraging them to keep focused and lose weight. “In doing so, they create a weekly work out of in excess of 40 hours of exercise ranging from low level yoga sessions through to intense circuit sessions. Both the trainers, the production team and the contestants have had overwhelmingly positive feedback from people who have been inspired by the series to start exercising; and contestants past and present continue to use gym workouts as part of their everyday fitness regime.” Special report, Pages 36 & 37
No 210 £3
New report looks at use of internet
The Biggest Loser contestant Wil Graham also revealed his experience of appearing on the programme. Wil told Workout that although the trainers’ approach may not work for everyone, it was right for him. He added: “What one person thrives on, another might fear. For me personally, I genuinely needed the blunt support, honesty and guidance Richard and Ange offered me.”
A NEW report has been published which explores how gyms are using the internet and social media. The 2011 European Health Club Industry Web and Social Media Report looks at how the industry is presently harnessing social media and contains an audit of 50 leading gym brands drawn from 10 countries, including the UK. Oxygen Consulting’s Ray Algar has published the report, which reveals a range of information useful for independent clubs including: guidelines around the effective use of social media case studies interviews from fitness brands already embracing Facebook, Twitter and other social media platforms. The report – which is being sponsored by The Gym Group – is free to Workout readers who can register to receive a copy by visiting www.europeanwebreport.ning.com
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Kieran gets on the case for airline By Christina Eccles INDEPENDENT gym owner Kieran O’Donnell took on an unusual challenge when he was asked to teach baggage handlers at the local airport to lift properly. Kieran – who runs Bodylines Natural Gym in Leeds – got involved after receiving a phone call from airline Jet2.com, which runs services from nearby Leeds Bradford airport. The airline has recently extended its baggage allowance to 22kg and was concerned that employees knew how to lift and handle holidaymakers’ luggage correctly. So Kieran was asked to help out and Jet2.com sent four baggage handlers down to the club to be put through their paces. Kieran said: “I was asked if it would be possible to bring some baggage handlers down to teach them how to lift properly.
“We worked with items such as kettlebells as well as doing running and squats and it was interesting for both parties. “I spent about four hours with them. Some of them were quite shocked at what I had them doing. It has been a nice promotion for us and we may even get a new member out of it because one of the lads said he wanted to join.” The gym has been there for the last 22 years – making it the longest running club in Leeds – and Kieran believes its lasting success is down to it being more of a community rather than just a gym. He added: “We have almost gone full circle now – we are getting the sons of fathers who used to train here. “We are basic but I have had the best workouts ever here because the atmosphere is different.”
Good news double for centre WORTHING Leisure Centre has been given two reasons to celebrate after gaining a Quest score of 79 per cent and getting the go-ahead to invest in new equipment. Over £130,000 of fitness equipment will be arriving in the club’s
An expert has revealed how gyms can benefit from incorporating ballet fitness classes into their timetables. Trained dancer Alexandra Wood teaches Ballet-tone classes at Oasis Sports Centre and the Laboratory Health Spa in London. And with ballet currently in the spotlight thanks to hit film Black Swan, clubs are being encouraged to give it a try. Alexandra said: “People realise that ballet dancers get their exquisite physique from their training along with elegance and poise, alignment and strength. I get a lot of people in my classes who wished they had studied it as a child and are too nervous to go to a ballet class.” She added that no special equipment is needed – only a studio and mats – and that the classes encourage members to keep fit while also having fun and learning a new skill. Pictured: Black Swan star Natalie Portman Advertising
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Spinning studio and fitness suite in May. Building of a new fitness and swimming complex is also expected to start in April, with work to be completed in early 2013.
Sales and marketing director: Tony Barry Assistant sales managers: Daniel Lloyd Tel: 01226 734699 Danielle Hornby Tel: 01226 734707
Editorial
Official media partner of the Fitness Industry Association
Group Editor: Andrew Harrod Tel: 01226 734639 Fax: 01226 734705 Email: ah@whpl.net Reporters: Christina Eccles
Tel: 01226 734463 Email: ce@whpl.net Louise Cordell Tel: 01226 734694 Email: lcordell@whpl.net
Production Group Deputy Editor: Judith Halkerston Tel: 01226 734458 Email: jhalkerston@whpl.net Wharncliffe Publishing Ltd. 47 Church Street, Barnsley, South Yorkshire S70 2AS.
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Doncaster residents get the fitness bug By Louise Cordell BADMINTON and football fans are flocking to a Doncaster sports centre to have fun while improving their fitness. Rossington Community Sports Village has seen a huge uptake in people wanting to use their sporting facilities and is also having success with its latest range of exercise classes. Health and fitness manager at Rossington Community Sports Village and Doncaster Dome Kraig Kelly said: “We usually see a rise in customer numbers at this time of year. “Yet more and more football fans are snapping up the chance to book our all weather synthetic football pitch and sports hall bookings are soaring – especially for those playing badminton. “Since we’ve introduced popular classes run at the Dome – such as the Latin dance inspired Zumba – to this venue, the increase in class numbers has also been phenomenal. “It is clear Rossington locals have the desire to up their fitness levels while having fun at our venue.”
Why gyms will lag behind without websites and blogs By Christina Eccles BUSINESSES refusing to use the internet to market themselves and generate new business will eventually get left behind by the competition, according to a successful personal trainer. Anthony Chapman updates his blog every other day to keep readers up to date in three main areas – exercise, nutrition and motivation. Barnsley-based Anthony – who runs ProActive Studios – also links from his blog to the studio’s website and social networking site Twitter, giving him the opportunity to promote himself through several online platforms. He explained: “My blog is getting about 30 visitors a day and I spend about 20 minutes every other day updating it. I would advise any business to have a blog – it makes it look like you have an active website and it’s also a good way to communicate with potential customers. “I’ve also been on Twitter for years – I had been following some American personal trainers who said it was the way forward. I’ve now got about 1700 followers and it’s an easy way of networking.
“Any business which has not got a website or blog is going to get left behind and will find it tough in future.” One of Anthony’s plans for this year is to keep up with his blog to promote the business even further. And he told Workout that he believes it has been so successful because it allows potential clients to get to know him before they commit to signing up for personal training sessions. He added: “People need motivation and that push and the blog is a brilliant starting point as it allows people to get familiar with what it is they need to change. “It is a also a great advertisement tool for the business and my personality seeps through on it, which means people can get to know me.” Anthony’s advice for anyone setting up a blog is to keep is short. He claims that his blog posts and Twitter updates are well received because they are concise and to the point – meaning readers don’t get bored. Anthony also utilises technology to educate his clients about nutrition. Find out how on Page 45
Anthony Chapman
Council looks to crematorium to heat pool By Louise Cordell
heat a pool.
REDDITCH Borough Council has revealed plans to heat part of one of its sports centres using furnaces at a nearby crematorium. The idea is to use excess heat generated by the incinerator to warm the water in its swimming pool helping to save £14,500 a year on heating bills. If the plans for Abbey Stadium Sports Centre are approved, the council will be the first authority in the country to use a crematorium to
Currently, heat from the incinerators, which reach 800 degrees C, is lost into the atmosphere, meaning that this initiative will be more environmentally friendly as well as saving money. Council leader Carole Gandy, said: “There is the potential to transfer almost 100 per cent of the energy generated from the flue gas cleaning process at the crematorium, which would otherwise be wasted. “This would then heat a large part
of the whole leisure centre. “The use of waste heat energy in this way is good practice and very innovative. “It would genuinely be a first in the UK and demonstrates our seriousness about addressing climate change issues and reducing the borough’s carbon footprint.” The council is now calling on local people to submit their views on the proposal, prior to a final decision being made. Coun Gandy added: “We fully
appreciate that this is a sensitive matter for many people but recommends, while remaining respectful of the bereavement process, the plans are supported to help tackle the pressing challenges of climatic change and to help reduce the high energy bills that are a necessary feature of running a modern leisure centre. “We are grateful for all the feedback received so far, the majority of which has been in support of the proposal.”
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Landmark case could impact on sunbed owners GYMS which include sunbeds have been advised to give sufficient health warnings to users following a landmark court case in Australia. Jay Allen regularly used sunbeds over a four year period at two Fitness First centres. He was later diagnosed with skin cancer, stage-three melanoma, and took action against the international fitness chain. He was awarded an undisclosed settlement and has vowed to continue his fight for a national ban on sunbeds in Australia. Richard Biggs, associate at law firm Ralli, believes sunbed operators need to take heed of the latest headlines and ensure they are aware of their obligations to customers. A gym member from Rochdale who lost 11 stones has won a national award for her achievements. Steph Brown was named winner at the Fitness First New You Achievement Awards, held annually to celebrate the outstanding efforts of Fitness First members. Steph was among 12 finalists in this year’s awards with category winners
also including a mum from Walsall Wood who is now half the size she was a year ago, a 78-year-old from Berkhamsted who was unable to walk without sticks before joining Fitness First and a mum-of-four from Eastbourne who transformed her life from being a heavy smoker with asthma to becoming a successful bodybuilder.
He said: “Sunbed owners could face action under the Occupiers Liability Act, which stipulates an owner must take care to see that visitors are ‘reasonably safe in using the premises for the purpose of which he is invited or permitted by the occupier to be there’. “It is down to a court to judge what is reasonable in individual cases,
however, we believe sunbed operators must give users proper warnings about over-usage as well as ensuring levels of UV lights in beds are not excessive. “Under the Act, an occupier must provide a clear warning about dangers and specific instructions to avoid them. This is a crucial point as a case would rest on a court’s view of how sufficient the terms and type of warning given were. “The real difficulty with this type of case is establishing the link between sunbeds and the resulting condition. People are exposed to UV rays as a matter of course and a court has to be convinced the cancer is a result of sunbed exposure.” Gillian Nuttall, founder of malignant melanoma charity Factor 50, added: “We need to ensure the message is clear: sunbeds are not safe. Young people need to be urged to avoid them at all costs. “Let’s hope the Department of Health revisits this pressing issue and looks at laws to protect young people as well as the laws governing sunbed owners and operators.”
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New app bids to get more people getting fit
Double delight for Formby club By Christina Eccles A MERSEYSIDE club is reaping the rewards after doubling the size of its gym and introducing new equipment and classes. Pinetops Fitness in Formby has knocked through its underused upstairs changing facilities in order to create more space on the gym floor and a functional training area with equipment such as TRX machines, kettlebells and punchbags. Owner Andy Dyson said: “We had two lots of changing rooms – one upstairs for the gym and one downstairs for the pool. We realised that not many people used the upstairs one so we asked members if they would mind if we changed it
into part of the gym.” The additional space and new equipment has already proved a hit with existing members and potential ones who have come to look round the club and Andy added that the new features have also made it easier to compete with other gyms in the area. He added: “This has doubled the size of our gym – I don’t know why I didn’t do it two or three years ago. “We are already seeing the benefit of the refit and have introduced about 15 to 20 TRX classes a week. It’s made a huge difference as people have heard that the gym is now bigger and we have had a lot more coming to look round.” Andy said the gym has got off to a good start in 2011 and he is already
thinking ahead about how to improve things even further. He is considering getting some Spinning bikes and has created more flexible membership packages for people who are reluctant about signing up on a long term contract. “We have been running a special offer with no contract for people who don’t want to commit and although some of the other gyms in the area put their prices up in line with the VAT increase, we decided to freeze ours. “We have still got a few issues with running costs and have closed our outdoor pool down for the winter. But this has actually given us the chance to make improvements to it and clean it up in time for summer.”
A NEW smartphone app designed to get more people taking part in sport and fitness has been released. The Leisure Database Company, Splashpath and DisabledGo have teamed up to create the service, which provides searchable sports facility information ‘on the move’. It will work though the Splashpath app, which was launched in August 2010 and promotes swimming through the publishing of pool timetables. It already has over 8,000 registered users, who can now find out where, when and how they can take part in sports, combined with full disability access information. Anna Borthwick, head of business development and marketing at DisabledGo, said: “We are passionate about improving access to sport and leisure opportunities for disabled people. “This exciting partnership demonstrates how access information can easily be incorporated into resources. “Splashpath is a fantastic application and we are thrilled to be part of it.”
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Leisure centre’s revamp to cost £10.8million A LEISURE centre in south London is to undergo a major refurbishment to bring facilities up to date. Westcroft Leisure Centre is to be renovated at a cost of £10.8m, following a condition report which revealed Sutton Council would have to spend more than £4m over the coming years just to keep it running even if the revamp did not go ahead. Westcroft, which was built and opened in 1977, is the largest of the borough’s four leisure centres, with 600,000 users visiting every year. The revamp will include a new eight lane 25m competition-standard swimming pool, a bigger teaching pool, an eight badminton court-sized sports hall, six massage and treatment rooms, two dance studios and a 170 workout station gym. The centre will be closed for about 12 months from July this year while the work is carried out.
Fees frozen DONCASTER gym Stadium Fitness has frozen its monthly membership fees despite the VAT increase. The club has chosen not to add on an extra 2.5 per cent to prices – keeping fees at £22 to ensure the gym remains affordable to local residents. Chief executive of the Stadium Management Company Shane Chalmers said: “Our £22 membership is a strategy to show loyalty to our members and attract new people.”
Gym hopes to engage new members with hi-tech competition By Louise Cordell A GYM in Crawley is attracting new members with a competition to win the latest fitness technology. Healthy Balanced Generation Fitness Centre launched the promotion after seeing the impact of new smart phones on people’s exercise habits. Mark McKeganey, senior fitness coordinator, said: “We had noticed that applications such as DroidFit and iFit were proving very popular with our members and thought we could use this interest as the basis of a new way of attracting people to our club.” In order to enter the competition to win a brand new iPod Touch, potential members are asked to submit their contact details along with the answers to five questions about their own health and fitness, for example: ‘What are your fitness goals?’ and ‘Have you ever used a gym before?’. Mark added: “We hit our membership cap of 650 last year, but we didn’t want to rest on our laurels. “So we got some more cardio and group exercise equipment in so that we could extend our numbers. “However, we didn’t just want to
promote ourselves, but to give something back to members too. “By answering our questions we can provide everyone who enters with their own gym programme based around our facilities and what they want. “It is about encouraging them and showing them what we can offer - a package geared towards them and their goals.” The promotion started in January and the club is also planning a 5,000 mail drop of the leaflets out to people in the surrounding area. They have hit every target for the initiative so far and have had a very positive response from those involved. Mark added: “We are tying in with the popularity of smart phones that is already out there and aligning ourselves with that positive marketing. “I think gyms can see this kind of technology as a threat rather than as something they can use – but this is a mistake. “Smart phones are only going to get bigger and better – so ignoring them
is not an option. “The way forward is to work with technology, not against it and use it to get results.”
Is £40 set to be a key price point? MID range clubs looking to compete with budget rivals should aim to price memberships at £40 per month, a new report has claimed. Leisure-net Solution’s latest Price, Promotions Comparison report indicates this key price point is emerging for clubs looking to compete on value against the burgeoning budget club market. Managing director Mike Hill explained: “Given the downward
pressure being exerted on prices by the budget clubs, the PPC report indicated that £40 a month is going to be a key price point going forwards. Many mid-range clubs are on or just below that mark at the moment, although whether this is sustainable remains to be seen.”
health clubs, local authority and leisure trust centres, also indicates that the gap between membership prices may be widening – with premium clubs now breaking the £100-a-month mark in London, while low-cost and budget clubs are about 50p a day or £16 a month.
The report, which follows current trends in membership prices, campaigns and promotions at private
Mike added: “It’s a money-savvy customer’s market. With budget clubs around, the temptation to down-
grade from a full service club to fitness (and pool) only must be extremely powerful. Anecdotally, the feeling among people who have joined budgets clubs is that they are well equipped and clean. “If the promised role-outs materialise – and there’s no reason why they shouldn’t – and the quality of facility is maintained, they will become an irresistible force over the next couple of years.”
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How making workouts fun works for JP By Christina Eccles A SUCCESSFUL personal trainer has shared his top tips for anyone wanting to set up their own business. Jean-Pierre De Villiers has been a selfemployed personal trainer for the last three years and has rapidly built up a loyal client base in central London. JP focuses his training methods around martial arts for fat loss and his personal training slots have been full for the last 18 months, which he claims is down to making workouts fun. He explained: “My whole background in South Africa was sport but I when I moved to London in 2003, for the first three to four years I went completely off sport and worked in bars and restaurants. “I felt I had kind of lost my purpose in life so studied to become a personal trainer. I have been a self employed personal trainer for the last three years and that’s when everything changed for me. I was taking control with my own hands and could earn up to five times what I was earning before.” JP’s tips for anyone wanting to run a suc-
cessful personal training business include: Find your niche – there are thousands of trainers out there so focus on something you are passionate about. Turn your skill set into assets – make videos and audio tapes and write blogs to get your message out there. Create a book or e-book – this can give you credibility and position you as an expert in your industry. Take advantage of social media – use sites such as Twitter and Facebook to boost your profile and advertise your business for free. Make it fun – people will not come back if they do not enjoy it. His company, Reshape Personal Training, now employs two other trainers to help cope with demand and his eventual aim is to open his own studio and take a step back from the training to work on his books and blogs. He is also moving away from weekly PT sessions towards his newly-created 12-week reshape programme – with a long term aim to teach clients the programme in 12-week blocks for nine months of the year and spend the other three months looking at business development ideas.
Jean-Pierre De Villiers
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£1million club opens in capital’s financial district OLYMPIC silver medallist Roger Black has opened Fitness First’s new £1m club in the heart of London’s financial district. The Spitalfields Tower club had signed up over 1,000 new members before its official opening – who will be able to use facilities such as a fitness suite with the latest Technogym equipment and a vibrant group exercise studio offering one of the widest ranges of classes in the capital. The new club will also be one of the first in the country to offer Fitness First’s freestyle area where members can use the latest developments in fitness equipment and techniques,
either on their own, or with the assistance of a personal trainer. Head of operations for Fitness First London Michelle Everett said: “Fitness has become an important factor in the lives of many of those who live and work in London, and at Spitalfields Tower we will also be offering the diversity and innovation to help keep members motivated with exciting equipment. “The new club will provide an innovative place for people from all walks of life to come and workout with like-minded people with one thing in common – they all want to get fit.”
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New online comparison venture is launched WORLD Gym Challenge creator Sean Blyth has launched a new online venture allowing personal trainers to upload clients’ results online and compare with others up and down the country. Sean, who organises inter-club cross training competitions through his website www.worldgymchallenge.com has now taken the concept one step further by designing an online verification form where individual results can be uploaded and compared. Personal trainers and gym instructors can charge clients to take part in the challenges, which are then ranked on the website to discover the UK’s fittest gym members. Sean explained: “The theory is that personal trainers earn an income from challenging their clients, they send results to me and I publish them. I think I can publish up to 600 per month (or the first 100 of each challenge sent in). I do not believe it will be too hard to do because it takes a certain breed to challenge yourself and I hope to find them – and the personal trainers who train them – and then write about them on my latest news section. This will bring focus on the gym, the member and the PT. At the end of the day, the client gets fitter and the PT can see real results.”
Work cuts workouts OFFICE workers are cutting back on lunchtime gym visits as the current economic climate forces them to take on more work and have shorter breaks, a survey has revealed. A survey by serviced office provider Business Environment asked 3000 UK office workers about their working conditions and attitudes. It found that 31 per cent had felt pressure to work harder and take shorter lunch breaks because of the current economic climate or due to staff cuts. But the company also found that those who are taking a break have been using their free employee membership at its on-site gym facilities and, as a result, is looking to add more gyms to its offices this year.
Feel good workouts keep Vikki busy ... WORKOUTS which leave participants feeling good and more energised are booming as people look to escape their busy and stressful lives. Vikki Heath, owner of Rural Space in Shropshire, claims that her studio offers a friendly environment and workouts which make people feel good rather than working their already stressed bodies even harder. The studio offers workouts using Gravity machines, Live Strong Spinning bikes or on mats and offers a number of flexible options for people who want to use it. There are about 80 members who pay a monthly fee, others who buy classes in blocks at a cost of £60 for six or £90 for 12 sessions and some who pay for personal training. Using the Gravity machines also means that Vikki can teach a class of mixed abilities because they can be adjusted to suit an individual’s needs, And she told Workout that her facility attracts both men and
women who feel more comfortable exercising there than they would in a traditional gym environment. She said: “I believe that people are already stressed out and can’t afford to give anymore. Instead they need to put something back into their bodies. They want to feel good. "All levels of ability can participate in the same class at the same time and as my main demographic is 40 plus years and female, they
love the idea you can achieve a full-body workout in as little as 30 minutes and it can feel relaxing, despite you working so hard. “We also have quite a lot of men and couples. There are some men who wouldn’t go to the gym who love it here. We offer gym prices but a very personal service.” Vikki’s future plans include possibly opening another studio about half an hour away from the existing one in Cheshire.
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Female friendliness pays off for busy Ladybird By Louise Cordell THE Ladybird Fitness Club in Wigan is celebrating its busiest ever month thanks to its femalefriendly philosophy. The women-only gym, which won Gym Team of the Year at the National Fitness Awards, puts its popularity down to friendly staff and their famous advertising slogan ‘no men, no mirrors’. Owner Sandra McGugan said: “The fact that we are ladies only is a big draw for us. “It is always something that women mention when they come to join up - they want an atmosphere where they can feel comfortable.” The former chapel and boxing club was redeveloped into a fitness club over four years ago and, since then, has been a huge success with members. It provides easy to use gym equipment and programmes, a range of classes and extras like vibration training and sunbeds. Sandra has also introduced perks like a free, weekly weigh-in club which aim to really target the women’s market. She added: “We want to cater for what we know is important to our members. “If women can take part in a weekly weigh-in here, it means they are not having to pay extra to attend a group else where and that is very popular.” Last year the club ran several slimming competitions which were so well received that, this year, they have introduced one for every month.
Hit series turns to Cybex AS the fourth series of The Biggest Loser draws to a close on ITV1, Cybex International have seen their full range of cardiovascular and strength training equipment used every week on the hit TV show, supporting the contestants as they work towards achieving maximum weight loss with the aim of winning the £25,000 prize. Already the official fitness equipment partner of The Biggest Loser in United States, the UK series has provided fantastic exposure of Cybex’s suite of cardio vascular and strength equipment, with viewing figures at an average of 4m and further opportunities to watch previous shows on the ITV Player and on other ITV channels. With the final show of the current UK series scheduled to be shown at
the end of February, the most recent winner of the latest US series, Patrick House, pictured above, before and after, has attributed his remarkable weight loss to the use of the Cybex’s world-leading Arc Trainer. The Biggest Loser, ITV1 on Mondays, 9pm. You can also catch up on all previous episodes online at ITV Player www.itv.com/itvplayer.
The member who has lost the most weight on every fourth weigh-in wins a prize, giving everyone a regular target to help motivate them. The club has also brought in Zumba classes for the New Year, after seeing how popular the phenomenon was and receiving requests from members. Sandra added: “We didn’t want to miss the boat while demand was so high, so we have one of our instructors on a waiting list for training and, in the meantime, we have hired a freelance instructor to make sure our members don’t miss out. “It has been a huge hit – the first week we ran the class, after advertising it for just five days, we had a full class of 26 people turn up and then had to turn away another 26.” Sandra has also tailored the club’s staff shifts to appeal to women – organising things so that the same instructors run the same classes every week. This means members always know who will be there and feel more confident and comfortable because they know what to expect. She added: “I think because we specialise in providing women only fitness, we know what appeals to our market and we can really focus on that. “Our membership is currently around our 400 person capacity and we still always have new people wanting to join – so it looks like the formula is working.”
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ADVERTISER’S ANNOUNCEMENT
‘It is always good to know how to identify your next opportunity’ THE team at Club Manager spend their time ensuring their flagship gym management software application allows you to seamlessly manage your business in a logical, constructive and rewarding way. Spokesman Wayne Heath said: “Our ethos has always been to provide business information in such a way that you can see how it is being driven. The real world experience we have means we understand how to work with our clients in a very different way.” Club Manager has found that working in this way assists its clients get to grips with the real drivers of their gym business. In many clubs across the country, owners always find it difficult to get away from the day to day grind and spend quality time on how their business is performing. Wayne added: “Only too often we see this situation happening but with Club Manager we provide owners with the KPI drivers of their business with ease. What is great is to show a club’s data in such a way that all becomes crystal clear in terms of the opportunities that exist to improve the strength of the business. “Focusing on key areas such as marketing, retention, product sales or simply their members’ future intentions has significant benefits to the
Wayne Heath gym owner.” One thing is clear: as business keeps getting tough it is always good to know how to identify your next opportunity. To find out more contact Club Manager on 01245 352 000 or email info@ clubmanagercentral.com
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Cost is the biggest constraint on exercising – survey By Christina Eccles A LACK of time and the cost are the biggest barriers to exercise, according to a new survey. 54 per cent of those surveyed for the annual Health and Fitness Omnibus Survey – carried out by Leisure-net Solutions – stated that not having the time was the biggest reason why they find it difficult to exercise – a figure up by 15 per cent from last year. Cost was the second biggest constraint, stated by 41 per cent of recipients, and although almost two thirds said they are managing three or more 30 minute exercise sessions per week, 20 per cent said they aren’t managing any. Managing director of Leisure-net Solutions Mike Hill said: “The perception of time as a barrier is one that must be addressed by operators, regardless of whether it’s a true barrier or just an excuse. It’s also time we addressed consumers’ false, but nonetheless common perception that a workout must last hours in order to be valuable, both physically and in terms of ‘getting their money’s worth’. “Each year, lower prices are the most quoted ‘encouragement factor’ but detailed analysis continuously shows that
cheaper memberships will not, in itself, make a difference to more than a small percentage. Many people haven’t visited their local leisure centre since childhood, or ever been in a health club. Is it any wonder then that so many consumers see a price for using facilities in isolation, and conclude that it’s ‘expensive’?” But it wasn’’t all doom and gloom for the industry, as 95 per cent of people said they believe exercise is important to their health and half would like to be more active. The number of people who’d consider using their local leisure centre is also up on last year, with 58 per cent stating they were open to the idea, compared to 41 per cent in 2009. Executive director of the FIA David Stalker added: “I was particularly encouraged by the high awareness of the importance of physical activity to health – surely this can be somewhat attributed to the far reaching Change4Life campaign, of which we continue to be part of? “It’s also pleasing to see the marked increase in the number of people who would use their local club. We must continue our work both in the community and on a national scale to ensure we turn this from intent into action.”
TV hit Glee has inspired a new fitness class based around music from the show. Polestars has started running the two hour classes, which combine a mixture of songs from the programme with different styles of dance, at venues up and down the country. Managing director Heath Gardiner said: "Glee has come from nowhere to being one of our most popular products." Pictured: Glee star Lea Michele.
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Trust gets go-ahead to run facilities DONCASTER Culture and Leisure Trust has been given the go-ahead to run nine council owned leisure facilities across the town. A council cabinet meeting agreed that developing the Trust, which runs the Doncaster Dome, was the best way forward for leisure provision in the town. The centres which will be run by DCLT from April are Adwick, Armthorpe, Askern, Edlington, Rossington, St James Pool and Health Club, Thorne, Hatfield Water Park and Crookhill Golf Club. Chair of the DCLT Andrew Burden said: “This is fantastic news for Doncaster residents and visitors to the town. “Having one leisure trust provider has worked extremely successfully in neighbouring Sheffield and Barnsley and in other areas of the country. “This is a huge step forward and in making this move Doncaster Council have ensured that leisure provision will remain at the forefront of Doncaster’s agenda.”
Centre hits musical note A COVENTRY leisure centre has branched out by becoming home to an award-winning female barbershop group. The Xcel Leisure Centre in Canley now hosts meetings of the 40 strong group, with members aged from their mid 20s to their 70s. Mark Cooke, events and hospitality manager for Coventry Sports Foundation, said: “We are delighted that Silver Lining decided to base the group at the Xcel Leisure Centre. “We pride ourselves on being able to support groups in our local community and this is a great example of how we can do that.”
Dean on the filming set
How Dean aims to raise his profile in America FITNESS expert Dean Hodgkin is aiming to raise his profile in America by filming a pilot health and fitness lecture, which could be rolled out nationwide. A film of the sample 30 minute lecture will be sent to 1,000 customers to rate – and a positive response will lead to Dean being contracted to produce a pack of 24 lectures that will go on general release and be widely advertised across America. Dean – who is currently a consultant to both leading fitness franchise company Energie and prestigious spa resort Ragdale Hall – got involved after delivering staff training and guest sessions at a resort in St Lucia.
One of the delegates turned out to be the content director for a company that produces packs of lectures. She was so impressed with Dean’s presentation that she invited him to take part in a trial health and fitness workshop, which was filmed in Washington. The aim of these courses is to teach often quite weighty theory but in a relaxed and easily digestible manner. Content is presented as a lecture but with practical demonstrations and illustrations inserted to reiterate key points. Instead of simply being shown a range of exercises, the viewer learns more about how the body works and why it responds to specific exercise modes, so he or
she can then plot a route to achieving goals that doesn’t rely on gimmicks. An impressive filming studio that has three cameras for shoots, editing suites and a team of graphic designers all add up to ensure the final product is of the highest quality. Dean added: “Rehearsals went late into the night but their coaching on my delivery style, autocue reading and camera switches were spot-on and really helped me to raise my game. The next day, the actual shoot, was a breeze after they’d done all the necessary groundwork with me the previous day and I think it went pretty well.”
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Clubs must act to attract older people Olympic gold medallist Greg Searle has officially opened the first UK franchise of Anytime Fitness. The club in Bristol is headed up by former tennis professional Robin Drysdale, with Ben Palmer, a personal trainer and successful club manager, as general manager. Situated within the Clifton area of the city, the club offers membership at just under £25 a month and is kitted out with over 60 pieces of Precor cardio vascular equipment.
Surf boat club looks to Versaclimber for help THE Versaclimber Sport is being used by members of the Bude Surf Boat Club in training for a World Record attempt. The challenge will see the team scaling the equivalent of Mount Everest on the specialist climbing machine. The eight women are preparing to make the attempt in March and beat the current record of 8,848m in two
hours 45 minutes and 53 seconds. Neil Kelford, Versaclimber UK MD, said: “Surf boat racing is obviously a very physically demanding sport, so we’re delighted that the Versaclimber Sport has helped the Bude team train. “We’ll be rooting for them in March when they take on the height of Everest in the World Record attempt.”
LOOKING at your existing membership base, contacting local GPs and getting out into the community could all help gyms to further support older people, according to an expert. Jane Mannerings runs two Prime Timers fitness classes each week at Bisham Abbey National Sports Centre – attracting older people who want to exercise in an environment where they feel at ease. And she said that is vital that clubs do all they can to encourage older people into exercise – both for the physical and social benefits they can gain. She said: “We are an aging population and if we can give older people a platform to train where they feel comfortable, that’s really important. “If you can keep the older generation moving and get them more supple and coordinated, it can also stop them from falling over and being admitted to hospital. I don’t think we do enough to help them.” Jane also offered advice to any other gyms who are thinking of introducing classes dedicated to older members. She added that a good place to start would be to look at your existing client base, particularly off peak
members who are likely to be slightly older anyway. She also suggested gym owners could visit their local GPs and get out into the local community to find out who could benefit from attending the sessions. She added: “Older members often come in when the gym is quieter and are very enthusiastic and loyal. The older generation are also more likely to stop with you and won’t be tempted by special offers at other gyms, which is good for retention.” As the gym is also used by elite athletes, participants can find themselves training next to GB rowers, synchronised swimmers and even tennis player Tim Henman, which she says is something they all enjoy. The social side of attending classes is also important – with members enjoying free tea or coffee before their sessions and the chance to have a chat with each other. Jane added that interacting with the members of her class has also helped her to develop some new ideas to improve the sessions this year. As some have mentioned that they enjoy cycling, she is thinking of introducing outdoor cycling and walking sessions in the local area.
Nearly three in four ‘commit to get fit’ NEARLY three in four people have vowed to get fit this year, a survey has revealed. The 2011 New Year, New You report from Aviva UK Health reveals that 73 per cent have started the New Year committing to get fit. According to the survey, the top res-
olutions include losing weight, eating more healthily, exercising more, managing stress and cutting back on alcohol. But over half admit that they have failed on previous attempts and 80 per cent admit New Year resolutions are broken by February 1.
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Centres gain baby friendly status TWO Sheffield sports centres have been awarded baby friendly pool status by an industry standard. Concord Sports Centre and Hillsborough Leisure Centre have been approved by the Huggies Little Swimmers scheme, which is supported by The Institute of Sport and Recreation Management (ISRM). The national benchmark recognises that the centres, both operated by Sheffield International Venues, have a range of facilities to support parents and babies and encourage swimming in comfortable surroundings. General manager Richard Apps said: “The baby friendly status is great news as it will encourage more families to swim at the centres and reap the great health benefits swimming can bring.”
Prices held at chain BUDGET chain The Gym Group has decided not to increase its membership prices, despite the recent rise in VAT. The company will absorb the extra cost rather than pass it on to members by raising prices in its clubs. It is currently gearing up to open new sites in Bristol, Leeds and Southampton.
Take control of your marketing By Dave Wright THE saying 'marketing is only a moment in time' has always been used in the marketing world to explain how consumers are not always looking for your product or service all at the exact same time. However, what it does not say is that you should ever stop your marketing. You see that moment in time is each and every day that you open your facility. It's today. So as a club owner, you need to respect that and take control of your marketing today! But let me clarify marketing. It's not about spending thousands of pounds on a newspaper advert, nor a lot of money on direct mail. Moreso, it's what you can do each and every single day so that you are improving your members’ customer experience and thus driving more members into your club. Particularly when 80 per cent of most business comes from word of
mouth and referral sales. As in a previous article where I stipulated that our members don't necessarily want a service, but rather want an experience – this all ties in with your marketing. Making your facility clean, using peoples’ names, going over and beyond what they expect in customer care all constitutes as marketing. Genuinely helping members get their results will drive more sales to your door than any other method. Low cost clubs will come and go, high priced clubs will be under more scrutiny, our industry as a whole is threatened by those of us that aren't helping members get results. As the saying from Gladiator goes “if you win the crowd, you win your freedom”. So too with the fitness industry – if you win your members, then you win your marketing. So step up and take control of it today.
Dave Wright
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Women look good at the expense of their health FOUR in 10 British women are more worried about their looks than their health, according to research by healthcare provider Benenden Healthcare Society. The study revealed that women are more prepared to spend money on products which give the impression they are healthy – rather than healthy products. Nearly 19 per cent of women surveyed admitted to crash-dieting and one in 20 have resorted to laxatives to squeeze into tight-fitting fashions. Whilst four per cent said they ended up suffering from an eating disorder to look their best for a night out, eight in ten would be encouraged to continue their bad habits if they received a compliment and one in five would ‘do anything’ to get into a size eight pair of jeans. A spokesman for Benenden Healthcare Society said: “It would be wrong to say that these results come as a surprise, as so many of us are guilty of taking shortcuts to ensure we look good – often at the expense of our health. “There’s a real danger that British women are becoming too focused on what they look like and forgetting to look after their inner health. They become obsessed with the latest beauty
trends and maintaining a perfect look, but in the end it’s just a mirage and they’re not caring enough for what’s going on inside their bodies. Women can be slim and look good, but it doesn’t necessari- Hayley Tamaddon is supporting the campaign. ly mean they’re healthy.” The company has now launched a New You campaign, supported by actress and Dancing on Ice winner Hayley Tamaddon, to give women the opportunity to find out how they can prioritise health over beauty.
A new gym opening in London has introduced over 200 bike parking spaces to encourage commuters who cycle to work to join up. H2 Club Soho opens in April and aims to attract those who walk or cycle to work by offering them secure spaces to leave their bikes and showers and changing rooms to freshen up. To keep its carbon footprint as low as possible, the gym is also investing in energy efficient showers, sustainable materials and efficient energy heating systems. Work has already commenced on the 13,000 sq ft site and the £1.5m redevelopment will create 20 full and part time jobs.
Personal training benefits without the cost A NEW fitness website has been launched which aims to offer the benefits of a personal trainer, without the cost. www.ikeepfit.com has been developed by celebrity personal trainers Marc Marchant and Nick Mays and contains a range of workout videos, which can be followed at home, as
well as healthy eating plans designed to re-educate the public about the long term benefits of exercise and healthy eating. The site will also include guest videos from a team of experts including Yoga expert Liz Lark and Pilates guru Peter Roberts.
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Women weighed up By Matthew Januszek, Escape Fitness IN issue 207 we mentioned that women currently make up 54 per cent of gym members, which makes them the largest consumer group in the fitness industry today. In general they are the ones controlling more and more of consumer spending and are the ones more likely to employ a personal trainer. However, not many facilities are picking up on this business boosting opportunity and continue to offer the same type of stereotypical programming which largely results in member boredom. But by opening up your club and making some small changes to feminise your facility, your retention and acquisition rates could soar. Let’s take your free-weight area for example – why can’t this already established space be used by women to increase your profits? Strength workouts have a whole host of benefits which would be advantageous to your female members, for example increased bone density and
speeding up the metabolism, plus take into account that from the age of 30 we lose muscle mass, such an area is perfect for female fitness fans. According to data from the National Centre for Health statistics, only about 21 per cent of women engage in strength training. In her recent book, Rachel Cosgrove blames this on a mixture of misinformation such as the pervasive panic of becoming bulky and lack of knowledge, coupled with the fear of looking and feeling out of place. In this sense it’s not just women who are missing out but the facilities who are not catering to their needs. To start catering to your female followers why not try out these key steps: Education is key Women like anyone just being introduced to a new type of workout won’t be sure how to proceed when faced with numerous weights, dumbbells and bars, which means you will need to integrate education and easily accessible equipment. For exam-
ple Escape dumbbells are clearly labelled for light – medium and heavy use; if you were to team this with an educational poster and a fully trained team, your female members would know how to use the area for maximum effect. Don’t be afraid to add those feminine touches Designate a training area and make it inviting. Instead of the typically masculine monotone colour scheme, try using brightly coloured equipment to make the area more appealing, an example of this is from the vibrantly coloured Reebok Professional range which includes weights designed specifically to attract female fitness fans. Offer small group training Small group training is attractively less expensive and ideal for women who enjoy a social workout. Another option is to offer specialised group programming specifically aimed at attracting women, a great way to do this is a challenge, such as drop a dress size in six weeks.
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Deputy mayor of Bollington Graham Hibbert, local MP David Rutley and gym owner Chris Rowlands.
New-look gym was all ready for January rush By Christina Eccles A FAMILY-run gym in Cheshire is gearing up for a busy year after expanding to open an improved functional and weight training area. Fitness 4 All in Bollington carried out the work over the Christmas break to ensure the new-look gym would be ready in time to welcome new and existing members in January. The gym is housed in an old mill and to accommodate the new 2000sqft area, which includes a well equipped free weights section and rubber flooring, its owners have expanded to utilise space on the ground floor. The new gym was officially opened by Macclesfield MP David Rutley and owner Chris Rowlands told Workout that the improvements and new equipment have gone down well with visitors to the club. Chris said: “This was one of the
markets we had been missing out on at the gym and there is a big demand for it here so we thought it would be a good opportunity. “We have already had a lot of interest and it was ideal timing carrying the work out to be ready in January.” The gym – which has been open for almost two years – rounded off a successful 2010 by making the shortlist for Gym Team of the Year at The National Fitness Awards. To keep its 450 members happy, the team organises regular social events, which are always well attended, with more in the pipeline later in the year including a gathering to mark the club’s second birthday. Chris added: “It was a great boost to be shortlisted and our members and staff loved it. The last couple of years have gone well. We have been fighting hard against the recession but I feel we are now coming out of the end of it. This new extension can really push us on as a gym.”
Group offers virtual tours from the street POTENTIAL members have been given the chance to experience what The Gym Group has to offer without even having to step inside, thanks to external screens installed at street level. Members of the public passing any of The Gym Group’s 12 branches nationwide can watch their own virtual tour of the 24-hour facilities on the screens, supplied by Mood Media UK. The screens will entice passers by – day or night – with a video tour of the clubs and information on how to join. They will also complement the existing five screens in each gym,
which feature a customised TV channel playing upbeat, vibrant music videos and promotional material, tailored to its membership demographic. Senior vice-president of Mood Media Europe Vanessa Walmsley said: “The Gym Group wanted us to help them tap into those potential customers who were interested in joining a gym, but who perhaps hadn’t picked up the courage to step inside. “Our customised music channel, informative visuals and tailored personal tour have all been created to help members enjoy the upbeat atmosphere when working out.”
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PRODUCT NEWS
Cost effective and fun ... Mike Searle: A routine health check changed my life
Why Mike decided to become a personal trainer PREMIER Training International graduate, Mike Searle, transformed his life following a routine visit to an optician. Seven years ago, Mike was holding down a demanding and stressful job in the food industry and he was advised by his optician that he was suffering from high blood pressure and should see his doctor as soon as possible. After tests, Mike was devastated to find that his blood pressure had increased by almost 70 per cent. His doctor advised him that were it not for his very high level of fitness, his condition could have been extremely serious and life threatening. A three time UltraMarathon champion, Mike decided to retrain as a personal trainer. After extensively
researching the range of courses and opportunities available he decided to train with Premier Training International. He said: “After discussing my aspirations with the Premier Careers advisor, I felt that Premier offered the most comprehensive and professional training available.” Mike successfully completed his diploma in Personal Training, going on to set up Body4Life and has not looked back. He added: “Enrolling on the course has proved to be the best decision I’ve ever made, I was not disappointed.” Call Premier now on 0800 988 8805, visit premierglobal.co.uk/personalbest, text us: ‘Gym’ on 60066 or socialise with us: facebook.com/PTInternational
FUNCTIONAL fitness training in simplistic terms is fitness training for everyday life. As people become more aware of the benefits of this type of training they make a beeline for the functional training zone in the gym. Whether training for competitive sports or just everyday activities, with this type of training the benefits are endless as it engages numerous muscle groups at the same time. Very cost effective for the fitness establishment and fun for the user it is a win-win situation. With so many options at your disposal you can easily mix things up to not only avoid boredom for the client but also to develop a different muscle group. Jordan Fitness are the UK’s functional fitness equipment specialists and have over 20 years’ experience in the fitness industry. Jordan are continually updating their product range with the latest innovations and developments. The latest product launched as part of their extensive functional fitness range is the Medicine Ball Rebounder. This is a multi-purpose rebounder which is perfect for medicine ball beginners as well as a range of functional training exercises. It can also be incorporated into many rehabilitation exercises. The angle of the rebounder can be adjusted making this rebounder very versatile. The Jordan Medicine ball Rebounder also has built in storage for up to eight medicine balls. For the full range of equipment visit their website www.jordanfitness.co.uk or contact sales@jordanfitness.co.uk
New trainer users burn calories faster RESULTS of a university study confirm that SportsArt Fitness’ new S770 Pinnacle Trainer provides similar heart rate and caloric expenditures to those a user would experience when running on a treadmill at between 6.0 and 7.0 mph. Users also burned calories 30 per cent faster than they did when using an elliptical machine at a similar cadence. The new S770 Pinnacle Trainer by SportsArt uniquely combines cardio, core and stability training to provide a low-impact, high-intensity workout. Other cardio fitness products employ the large muscle groups associated with forward motion. The S770 Pinnacle Trainer combines this forward motion with sideways movement to employ small muscle groups that enhance core stability and balance. Not only can exercisers on this product improve their cardiovascular health and tone large
muscle groups, but they can also strengthen their core – a unique combination in the realm of cardio fitness products. Previous university testing has indicated that the Pinnacle Trainer’s unique motion is safe for joints and could actually improve balance. MD of SportsArt Fitness UK Mark Turner said: “The Pinnacle Trainer offers fitness enthusiasts all the benefits of a high-intensity workout on a machine that won’t pound your joints and, in turn, is less likely to aggravate injuries. “The overall muscle activation and calorie burn provided by this machine is unparalleled in the fitness industry, and has found favour with many hardcore trainers and body builders who report to be impressed with the user-friendly controls and acknowledge that this gives an excellent workout.”
For more information visit www.sportsartfitnessuk.co.uk
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The Biggest Loser contestants
Pictures: ITV Pictures
Last issue, Workout reported on how ITV show The Biggest Loser has divided the fitness industry. In a special feature, we look at some of your responses.
Industry professionals weigh in with Biggest Loser views AS A fitness instructor of 30 years and currently a gym manager, I am horrified to see contestants disappointed to only lose 7lbs! This programme does not appear to help or encourage people to develop a steady weight loss or a sustainable exercise regime, it perpetuates the all or nothing state of mind that has got these people so overweight in the first place! But steady loss and a build up of physical fitness does not make good telly! Maria Lambourne Gym manager, Energie Fitness for women, Long Eaton I’M a personal trainer in Lincoln and run my own private personal studio and manage other personal trainers. I have been in the industry seven years and have studied and practised numerous methods of training. I am aware all personal trainers have their own beliefs and methods when it comes to weight loss and are probably all justifiable. The methods of exercise Richard and Angie are using in my opinion are not safe due to the high risk of injury for unconditioned people. The exercises are extremely advanced and would be more suited to people who have been exercising for at least six months. The show’s producers must have got the contestants to sign a licence to be killed by personal trainers/exercise. I have met Richard a couple of times and he isn’t the same as he is on the show, I’m guessing he doesn’t train or speak to his clients the way he does on the show but they have to act how the show’s producers think will pull in the most viewers. Max Merritt Max Merritt Personal Training AS AN exercise and nutrition PROFESSIONAL I find the protocols employed on the sensationalised television programme Biggest Loser shocking and dangerous. One episode had the “trainer” (questionable, especially knowing comments made to several of my trainers in the past which demonstrated her poor knowledge on basics of human physiology) Angie Dowds congratulating one of the “contestants” (does make it sound more game show than educational!) on pushing so hard that he vomited, fainted and needed medical attention. Is this REALLY to be applauded? Having just walked off a television project because of a similar approach we qualified professionals should be endorsing safe and efficient practice rather than grabbing dollars and short-lived fame! Cain Leathem GB Fitness
Angie Dowds and Richard Callender I WAS Angie's fitness manager at Islington Fitness First and I also know Richard Callender from Fitness Fiesta and working at Fitness First, both are brilliant trainers and would never train people as aggressively as they do on the Biggest Loser. It’s all for telly, both guys are experts and I have seen them train clients. We have to remember that the people they train are watched by a medical team, and they wouldn't be able to do anything to them that was unsafe ... These people that go on this show, know what they are in for and it is a case of tough love for them and that puts bums on seats for the show, Angie and Richard are tops ... Keep up the good work Natalie Hawkey PERSONALLY I think that the trainers on the TV show are too extreme, unsafe and also intimidating. No wonder people are being put off with going to gym. On the other hand, my business is booming from people watching the show who want to make a change in their lives but are now too scared to do it alone in a gym with a scary trainer. Having lived and ran my businesses here in the UK and in California, I know first hand that no matter where you are in the world, everyone reacts to the same types of encouragement and
support! Fitness is supposed to be fun. If a client is happy and feels results, then they will never leave! Riccardo Scala Owner of Fit Body Boot Camp, Glasgow I WATCHED the programme in absolute horror! I am a GP Referral on Exercise Instructor working for the local NHS at a Leisure Centre in Southend, Essex. and therefore often train overweight and obese people. This particular group of people already have a low self esteem and need encouragement and support, not shouting at with forceful and aggressive behaviour like the personal trainer Angie Dowds did on the show. Also, if you are obese, there is very high risk of other medical problems which can develop, diabetes, high blood pressure, osteo-arthritis but to name a few, so training this group at high intensity and pushing them so they cannot breath, therefore requiring oxygen, is both unsafe and ineffective. I understand to make the show interesting there needs to be a certain amount of “over the top” training, however, to me, watching the show would put anyone off even considering going to a gym. Tracey Bailey MY issues with The Biggest Loser do not stop at the portrayal of exercise as painful and difficult, and of fitness instructors as militant and intimidating. I was very disappointed when I discovered the show was sponsored by Subway. Yes, they have a low fat range, but it’s almost like advertising fruit for sale in Thorntons – a large proportion of people watching the show will be on diets, probably hungry, and therefore in prime position to be tempted by a fat laden, carb heavy snack. Their Biggest Loser meal replacement products are also a point of contention. At Ladyzone we advocate sensible, healthy, sustainable eating – not ‘quick fix’ bars and shakes, as endorsed by the show’s own-brand product range. Mary Ferguson PR and Marketing manager Ladyzone The debate also continued on Twitter where followers of @WorkOutUK also shared their views ... @F4A Fitness4All – It’s like saying Holby City represents hospitals, dramatised for TV is all. @awakefit – the biggest loser highlights issues with over training and lack of effective dietary advice. More exercise isn't always best.
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‘For me The Biggest Loser has totally given me my life back’ THE Biggest Loser contestants Paddy Cunningham and Wil Graham also contacted Workout to reveal their views on taking part in the show. Paddy said: “For me The Biggest Loser has totally given me my life back, I wouldn’t have done it in a normal gym without the intensity of The Biggest Loser. “The support was amazing, and the fact is the process works which people will see on February 28 when the final is on TV. Angie and Richard know exactly when and how far to push us to get the best out of us, and each of us needed that I think.” Wil added: “I think it's great the industry's split about The Biggest Loser – it proves gyms and trainers have different approaches that will invariably match different needs for their clients. “What one person thrives on, another might fear. For me personally, I genuinely needed the blunt support, honesty and guidance Richard and Ange on The Biggest Loser offered me. “It's worth mentioning I also went through numerous physical and emotional assessments before I was allowed on the show, which highlights and is evidence of the consideration ITV1 and
Paddy Cunningham
Wil Graham
Shine take to ensure the safety of contestants. “To say I'm grateful for the life I now have to look forward to is an utter understatement. I'd still be waiting for bariatric surgery on the NHS if The Biggest Loser never came along. “But I also know a number of other people who struggle with their weight and appearance – and they wouldn't even dare think of baring all on national television. “That's their choice, which I understand and respect. Their path to target is different
to the one I took – but will be no less rewarding when they get there. “I'd love for fitness professionals to see The Biggest Loser for what it truly is: An option to be considered, that has the potential to change – or save – a seriously overweight person's life ... that won't suit everyone. “Thanks for reporting on the split opinions the show is generating; I feel so lucky to have been a part of it. I definitely took the path that was right for me.”
It’s all in the editing says first winner Aaron ... INDEPENDENT gym owner Aaron Howlett was named the ‘biggest loser’ after taking part in the first series of the show in 2005. He credits the programme for changing his life but claims the experience he had is very different to what is portrayed on TV. He explained: “I think it’s all down to editing. When I was on the show, the two trainers we had were Angie Dowds and Mark Bailey and I couldn’t have asked for two more professional trainers. “You are pushed beyond your comfort zone but what you see is all down to editing, which maybe does put people off. “It did put me off watching because it didn’t show members of the public how to achieve results. It isn’’t inspirational because instead it is showing things like the emotion of missing home and injury. But that’s TV and not what happens. Winning the show changed my life and it is a very inspirational show – providing it is edited correctly. Maybe the editing has let it down. “People are achieving lots on the show but I don’t agree with the editing and the branding. But overall, the big picture is that it does what it says on the tin. I’m living proof that you can do it. You are given the tools on the show and shown how to use them. Whether you choose to use them afterwards is up to you. I likened it to being given a ‘golden ticket’. If you embrace the whole aspect of the show, you will achieve. You will be put through some hard times but you only get out of it what you put in.”
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TRAINING AND RECRUITMENT
Independent helps young people get foot on ladder
Charlie joins the team CHARLIE Toon has joined the BalanceMaster lower limb exerciser team as a marketing executive. She will deliver marketing campaigns for each business area and work alongside the company’s media and advertising agencies. Jason McMahon, BalanceMaster national sales manager, said: “Charlie’s role is central to our community awareness programme, a sixweek rehabilitation course that will give communities access to a BalanceMaster machine in their local health club or leisure centre – without needing to be a member.”
YOUNG people trying to find work in the fitness industry have been given a helping hand by an independent gym in London. The TAG scheme gets young people aged between 18-24 into the health and fitness industry by training them in their level two qualifications and then placing them into work in a gym. TAG pays their wages for four months while they get the work experience they need to succeed in the
industry. Oxygen Fit’s owner Neil Godly took two of the young people for the placement period and is about to give them permanent work and he told Workout how getting involved in the scheme can benefit smaller independent gyms as much as the large chains. He explained: “The TAG learners were keen and had a good attitude. Sometimes when you get staff from the other training providers they Award-winning independent club Ripped has a new personal trainer – five times Mens Health cover model Olly Foster. Olly has over 11 years’ experience within the fitness industry and specialises in physique/fitness competition training, weight loss and management and toning. He also has a Bsc Hons degree in nutrition, is an ex professional and amateur international Rugby League player and a sponsored athlete.
think they know it all, but the TAG learners could take constructive criticism and had the motivation to learn about the way that my gym operates. They have been a great asset and the members love them. For these reasons I’m going to be offering them full time work. “They’ve proved themselves and proved that TAG is a great talent pool to recruit from for independent gyms like mine.”
Cheerleading dates AN unusual fitness course is being rolled out across the UK which combines authentic cheerleading techniques with aerobic dance. Dates have been set in London and Manchester for the Cheerobics instructor courses, which award participants with 16 CPD points and allows instructors to teach the Cheerobics programme as a recognised fitness class. Currently classes are open to the public in two locations – Richmond Dance in Surrey and Jubilee Hall in Covent Garden – but with this new professional fitness recognition, Cheerobics is due to expand across the country this year. Founder Jess Rossi said: “Ever since launching Cheerobics in 2005, my intention was that we would bring a new angle to cheerleading, gaining recognition as a genuine fitness activity. I know that cheerleading is a fun, challenging way to keep fit, and now with the endorsement of Cheerobics with SkillsActive and REPs, we have made cheerleading available to everyone.”
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VIBRATION TRAINING Women in Barnsley have been vibrating their way to fitness with help from a new Power Plate studio which has opened in the town centre. Christina Eccles paid a visit.
How Emma’s studio came into the world FOLLOWING the birth of her son, Emma Scargill used Powerplate to kickstart her fitness regime and get back in shape. Having gained her exercise to music qualification a few years before, she hadn’t carried on working in the industry but had always maintained an interest in health and fitness. But becoming a mum also encouraged her to think about a career change and doing something which could fit in around her family. Remembering Buggyfit classes she had taught in the past made her think about the time constraints which other new mothers have and how a 30-minute, effective workout would appeal to them. And she was so impressed with the results she gained from using Power Plate herself, the product was the obvious choice to get involved with. To get the business off the ground, Emma left her full time job as a customer care director for a window company and focused on the studio, together with husband Gareth, who runs a gym in Ossett. She took extra qualifications with Power Plate to build up her knowledge and expertise and Vybe Studios opened in June last year. Many of the clients who came in at the start are still coming back, which Emma claims is down to the effectiveness and short timescale needed to complete the workouts – plus a friendly atmosphere where everyone feels welcome. She explained: “A lot of people who started then are still coming because they get results quickly and it’s efficient. And the studio has such a lovely atmosphere so no-one is intimidated.” Due to the size of the studio, Emma is limited to four Power Plates and she said although that was a perfect start up size, in future she is eager to expand somewhere which could take six or eight. She currently teaches about 60 classes a week and after getting off
to a successful start, she already has ambitious plans for the future, which include expanding on the studio’s range of branded clothing and add-ons such as drinks to maximise secondary spend and eventually opening another studio. She added: “I’m not comfortable with selling supplements because my market won’t buy into it. It’s about finding the right product, which is something I am looking at at the moment. “The studio is really busy from about 10.30am to 2pm and again from about 4pm to 7pm but we get a bit of a lull between 2pm and 4pm. So I have been emailing local personal trainers to see if they want to hire the studio to use with their clients at these times. “I love Power Plate as a product. The support and research they offered me meant I could confidently teach for different conditions so I am also trying to contact the local PCT to get involved in exercise referrals.” When it came to opening the studio, it was important to get the cost right, leaving Emma with the challenge of finding a price point which reflected the personal attention each client got during their sessions but that was still affordable for local people. She settled on charging £8 for a pay as you go class, £65 for a block of 10 sessions or an annual mem-
bership, with unlimited use, for £600. She added: “We looked at the salon option and then looked at gyms and local studios. We thought £8 or £6.50 seemed reasonable as we had to be realistic about what people in Barnsley could afford. “We are also offering a membership package, which is £600 for the year. If someone is coming between three to four times a week, that’s a really good saving. It also inspires them to come that bit more. “There aren’t any others in the area doing 30 minute classes which are Power Plate approved – we have the exclusivity on this. “We wanted to stand above the competition and doing it in this format meant that we did. With the knowledge that we can offer, we do feel we sit a little bit higher. “I went from a really stressful job to doing this. Here I can do a 12 hour day but not feel exhausted by it. I love it because people leave happy and feeling good about themselves. “This has been a really nice start to the business but now we know we can go further. We want to be bigger and stand out and I would love to open another studio elsewhere.”
Vibrostation launches ‘Studio System’ range VIBRATION plate company, Vibrostation have now launched their range of ‘pivotal’ vibration plate systems to sit alongside the established vertical range. A ‘pivotal’ vibration plate allows the user to stand in just one position throughout the duration of their exercise. The Studio System and Studio System plus have been developed to
attract users that may not normally come in to the gym area but would like to use a piece of equipment that is both simple to use and highly effective. Vibrostation already supply vertical plates such as the vibrostation ‘original’ and the the vibrostation ‘pro edition’ that are both extremely popular pieces of equipment. For more information, free phone 0800 083 3236 or visit www.vibrostation.com
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PRODUCT NEWS
Standalone loyalty card solution THE T5-LPC is a simple, low cost PCFree customer loyalty solution designed for retailers who want to introduce an independent promotional loyalty scheme to their customers. Enabling loyalty cards to be printed and updated on demand at the Point of Sale in just a few seconds, this system uses the most up-to-date customer details and offers relevant promotions and information to customers’ at the most appropriate times. No extra software is required to set the T5-LPC system up, it provides an instant loyalty solution straight out of the box. Day-to-day operation of the T5-LPC loyalty system is very straightforward. Simply insert a card, enter the
amount of money spent, select a promotional message if required and the card is printed and updated with the new information. Each card can be re-written up to 500 times providing a more cost effective solution than regular cardboard loyalty systems. For more information contact 01797 320636 or email sales@ded.co.uk
Organisers line up top names for Fitness Expo ORGANISERS of the British Grand Prix and Fitness Expo weekend have revealed more details of this year’s event. The show takes place on March 19 and 20 at London’s ExCel Centre and many top names have already signed up including British Pros Flex Lewis, Shaun Joseph-Tavernier and John Hodgson. The BGP Weekend will also feature the new Joe Weider’s Mr Olympia Amateur Euro Bodybuilding Championship and the Prestigious International Cup, where the guys and girls from the cream of Europe’s top amateur bodybuilders will be
invited to battle it out: for the men, there’s an IFBB pro card up for grabs. Top nutrition and supplement brands from across the world will be featured at the expo, giving away free samples and testers. Supplement brands which will be there include Isopure, Gaspari, USN, Extreme Nutrition and CNP, plus stands from other well known industry players like MuscleTalk and Muscle Finesse and gyms like the famous Temple and Hercules. For more details see www.grandprixexpo.co.uk or telephone 01536 416233
Over 52,000 visitors expected TRX hits London landmarks THE broadest overview of what the fitness industry has to offer on the themes of maintaining good health and physical fitness can be gained at FIBO – the leading international trade show for fitness, wellness and health, which takes place from April 14 to 17 in Essen. From the latest in-training equipment and specialist lectures to action-packed events, FIBO has a lot to offer both for trade and private visitors. More than 560 exhibitors and over 52,000 visitors from more than 100 countries are expected. For the first time FIBO 2011 also has a new partner in the UK, the Fitness Industry Association. The international reception for FIBO visitors
from abroad on the roof terrace of Hotel Atlantic on the Thursday night will also be a first for FIBO. The shuttle service from Düsseldorf Airport which proved very popular in 2010 will be continued and FIBO offers visitors a special hotel and travel service. Further information is available at www.fibo.de
DID you hear the rumble in the concrete jungle when the TRX was taken to the streets UK style? The Escape Move IT team headed to 10 London landmarks armed with their TRXs to take the notion that the TRX can be used anywhere to the next level. Strapping, harnessing and anchoring their TRXs to some of the most recognisable London landmarks, including Big Ben, Tower Bridge and Buckingham Palace, the team show just how versatile the TRX is and challenge their American brothers – showing them just how the UK can get with the movement. Get ready for a fun year long fitness fix of TRX on the UK streets as each London landmark workout has been
turned into an explosive movie, with anyone who signs up receiving them straight into their inboxes at the end of each month. Sign up now to get these fitastic videos straight into your inbox @ www.trx-fitness.com/movement
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How Anthony navigates his clients through nutrition ‘minefield’ PERSONAL trainer Anthony Chapman has told how he successfully uses technology to help clients navigate through a ‘minefield’ of information about nutrition. Anthony – who owns Pro Active Studios in Barnsley – posts regular online blogs on nutrition to try and simplify what he believes has become a complex issue. He also offers a package to clients called The 100 Club – 100 days of intense personal training which focuses on diet and lifestyle as much as it does exercise. Clients who sign up to this are asked to complete a five-day detox before they begin the programme, which Anthony says gets them in the right frame of mind right from the start.
Once on the plan, he also encourages them to take photos of their meals and either email or text them to him so that he can look at what they are eating and can suggest improvements to their diets. He explained: “Nutrition is a minefield. There are so many rights and wrongs and people are so confused. They have been given mixed messages but you have to know the basic principles. If you know that, you can modify the information to fit into your lifestyle.” Anthony said that improving clients’ diet habits is one of the most challenging parts of his job as many people have the idea that as long as they are working out, it doesn’t matter what they eat. He added: “There are lots of misconceptions. People think that
Two new supplement flavours launched CNP has launched two new flavours of its popular protein supplement Pro Peptide.
weight should be consumed per day by those wishing to gain muscle mass.
The product is now available in choc mint and banana flavours, as well as the existing strawberry, vanilla and chocolate varieties.
“To achieve this without the aid of supplements would require eating about five to 10 chicken breasts or five to 10 tins of tuna a day, depending on the size and sport of the athlete!
CNP founder Kerry Kayes said: “At CNP we recommend that between 2g and 3g of protein per 1kg of body-
“It’s much easier to simply add Pro Peptide to water, shake and drink.”
exercise is going to cancel out whatever they are eating. It’s the hardest thing to get people to change what they put in their mouths.” But although Anthony is happy to use photos of what clients are eating, he doesn’t believe in posting pictures of before and after results online – claiming it compromises the privacy of those who come to him. “I am against before and after photos because the people who come to me want privacy. “I also think these days, people want more than that to be convinced. It might have worked 10 years ago, but I don’t think it does anymore. “Referrals are the best form of marketing you can have.”
Jay in NEC date CURRENT Mr Olympia Jay Cutler will be wowing fans at this year’s BodyPower Expo at the NEC in May. Jay will be guest posing at the show as well as signing autographs and providing visitors with an insight into the life of one of the most successful professional bodybuilding athletes of recent years. Marketing director Ollie Upton said: “We are delighted that Jay is coming back to BodyPower this year. “His attendance at our event last year created an awful lot of interest and people queued for hours just to have their picture taken with him. “Jay is taking time out of his incredibly busy schedule to be involved with our event this year and we are certain that people will be interested in what he has to say.”
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A range of supplements have been helping the GB Cycling Team gain an edge over the competition. Over the past 18 months, British Cycling has been working with sports nutrition specialist CNP Professional, developing diets and products designed to fuel the team’s continuing success. Now British Cycling has appointed CNP as its official supplier – with the company providing products to the athletes including Pro Energy, a time-released energy bar, Pro Flapjack, for energy and muscle repair and Pro Peptide, an advanced protein supplement.
Members can confess their sins in Caroline’s new diet programme NUTRITIONIST Caroline Pearce is using her experience as an international athlete to help her launch a brand new slimming programme. Caroline, whose career has ranged from competing as a GB heptathlete to appearing as ‘Ice’ in TV’s Gladiators, has now created JustSlim. She said: “As well as my competitive career, I have a degree in sports science, a masters in sports performance nutrition and I have worked for years as a nutrition consultant and master trainer. “I came up with the idea for JustSlim, because so many programmes ask you to cut calories, or count points and are time consuming, difficult and can lead to yo-yo dieting. “Many of my clients had told me that what they were looking for was something that would tell them, in simple terms, exactly what to eat for safe and long lasting weight loss.” Each person who signs up to JustSlim online receives a personalised plan based on their goals, body statistics and activity levels. As they slim, they can then update this information and their plan will change in line with this - helping to stop weight loss hitting a plateau and leveling out. Members also receive an e-mail each day detailing their meal plan and the site will generate shopping lists and ‘family size’ recipes if needed. Caroline added: “I felt it was very important that it was easy to use, because I know that’s what people want. “Creating the programme was about finding a formula that works and that people can follow as part of a normal daily routine. “I also wanted to include lots of
tools that tap into the psyche of the dieter, from including a treat each week to make the diet achievable, to supporting members with daily motivational messages and fitness and wellbeing advice.” Another tool on the site is the ‘Honesty Booth’, where members can confess when they have over indulged, and their programme will adjust their menu for the next few days to accommodate the extra calories. This stops dieters worrying that they have ruined their hard work, as it is corrected without them noticing, helping them stay on track. Caroline added: “I think that people are moving towards wanting to lose weight in a healthy way now, rather than by using fad diets, and I wanted to tap into that. I have worked in the fitness industry for a long time and I think that for many people the missing link is nutrition – it can be seen as a grey area.” Gyms and personal trainers are also able to get involved with the programme through an affiliate scheme that allows them to access the technology and science as well as increase their own revenue. Caroline added: “Many gyms give good advice, but this takes time and effort and expertise – and some don’t have all of this in place to support ongoing and effective nutrition programmes. “However, this means they are missing a chance to get better results for their members - and members that get results are the ones who stay signed up – so everybody wins.” Caroline will be appearing at the BodyPower Expo at the NEC Birmingham on 21 and 22 May 2011 to offer advice and demonstrate the JustSlim plan.
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SUPPLEMENTATION AND NUTRITION Dietary fat has had a bad press in recent years. But as Andrew Hamilton explains, not all fats are created equal and one type of fat in particular could even help you lose weight…
CLA: the slimming fat! WHAT is CLA CLA (conjugated linoleic acid) is not a single substance but rather a class of fats derived from a substance called linoleic acid – an essential fatty acid found in many foods of vegetable origin, such as seeds, nuts, wholegrains and fish. CLA is formed naturally when linoleic acid ferments – for example in ruminant animals such as cows and sheep – which explains why it is found in relatively high concentrations in products such as beef, lamb, whole milk and cheese. Why consume CLA? The initial research on CLA showed that (in animals) it can act as a powerful antioxidant, helping to protect against certain types of degenerative diseases. However, most of the human interest in CLA comes from the fact that when consumed regularly in the diet, it seems to be able to promote fat loss and could therefore be useful as part of a weight management scheme. For example, a 2007 meta-study (a study that looks at the results from large a number of other studies and pools the data) found that on average, taking 3.2g of CLA per day produced a fat loss of around 90g per week. Who can benefit from consuming CLA? In general, anyone who is looking to lose excess body fat could in theory benefit from consuming more CLA. Unlike green tea extract (discussed in Workout recently), it
seems that CLA does not need to be combined with exercise to produce weight loss effects. A note of caution however; a few studies have suggested that one type of CLA found in some supplements (the trans-10, cis-12 isomer) could theoretically impair insulin sensitivity in very overweight individuals, thereby increasing the risk diabetes. To date however, studies of up to two years of CLA supplementation have failed to find any adverse effects. How should you use CLA? Most of the studies have used around three grams of supplemented CLA per day (3.2g to be precise). Some studies have experimented with higher dosages but no additional benefits were found in terms of weight loss so around three grams per day seems a sensible recommendation for those considering CLA. Where can I find CLA? CLA is found naturally in meat and dairy products such as lamb, beef, whole milk and cheeses. Studies have shown that grass-fed animals are best; their products can contain 300-500 per cent more CLA than animals fed the usual diet of hay, and 50 per cent grain. However, it’s worth remembering that many of these foods are still rich in non-CLA fat calories, which is why CLA supplements (widely available from sports and health shops) are popular!
Andrew Hamilton Andrew Hamilton BSc Hons, MRSC, ACSM is a member of the Royal Society of Chemistry, the American College of Sports Medicine and a consultant to the fitness industry, specialising in sport and performance nutrition: www.andrewmarkhamilton.co.uk
Leading fitness model Greg Plitt is to appear at this year’s BodyPower Expo, organisers have revealed. Greg will be appearing on the MetRx stand over the two day event and will be signing autographs and posing for pictures. The event is set to attract 25,000 visitors to the NEC in Birmingham on May 21 and 22 and will include a number of new areas for this year such as a healthy eating kitchen and sports science and performance experience.
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Survey suggests green tea can aid weight loss A DAILY intake of green tea extract could increase energy and aid with weight loss, according to a recent study. Scientists from the University of Medicine, Berlin, recruited 10 healthy, overweight and obese men to participate in the trial. The men were randomly put into one of five supplement groups. They took the supplements for three days, then had seven days of washing out their system before moving to the next group – all had attended each group by the end of the study. The results showed that a daily dose of 300 mg of EGCG – which is found
Personal trainer to the stars Ramona Braganza has joined the line up for this year’s BodyPower Expo. Ramona – whose A list clients include actresses Jessica Alba, Halle Berry and Anne Hathaway – will be offering advice to visitors looking to hone their bodies.
Ramona is most famous for her 3-2-1 training method, which is devised of three cardio, two circuit and one core segment respectively. She has also recently launched her 3-2-1 Baby Bulge Be Gone Programme to help mums get back into shape after having a baby.
in green tea – led to a 33 per cent increase in fat oxidation, whilst a dose of 200 mg caffeine was linked to a 34.5 per cent increase. When male subjects were given a combination of EGCG (300 mg) and caffeine (200 mg), fat oxidation increased by almost 50 per cent. CEO of bioceutical firm Biotivia James Betz said: “We have been researching the weight loss potential of green tea extract for a couple of years now and this study highlights research we have been working on with our weight loss formula, Bio Shape.”
New product builds on range success GASPARI Nutrition has unveiled a new product, which builds on the success of its MyoFusion range. The company has added whey protein Hydrolysate to the MyoFusion blend to create improved supplement MyoFusion Hydro.
Owner of Bodybuilding Warehouse Kieran Fisher said: “Gaspari MyoFusion has always been one of our best-selling protein powders. With MyoFusion Hydro they’ve done something special – taken an already excellent product, and made it even better.”
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SUPPLEMENTATION AND NUTRITION In the next in her series of columns focusing on lifestyle and nutritional services, Janey Holliday looks at the different packages you can offer – and where to look for a helping hand.
Use friends to make sure you get it right HOPEFULLY over the last couple of months, you have been brainstorming, researching and reading up on common lifestyle issues and thinking about lifestyle solutions for your clients. By now, you should be feeling more confident and comfortable with the non-sweat coaching side of getting people healthier and many of you are probably keen to start trying some things out. Firstly, get a formula/structure to your session. I have about three different structures to my lifestyle MOT consultations because some people need more 1:1 talking time, others need more of me creating a plan for them outside of a session and others prefer phone coaching each week as opposed to a one off consultation. You need to be flexible and adaptable, but you do need to think about what you are going to offer when you kick this side of your business off. Having a good questionnaire and suggesting to your client at the outset what you propose you do is a really good starting point. Then, think about whether you want to start with 1:1 lifestyle sessions or group sessions. There are advantages and disadvantages for both. If you are totally new to this, I would start with some informal group sessions, ie ones that are very cost effective to clients and as a learning curve for you. For example; a lifestyle coffee morning with existing clients, or a Q and A evening session. From that develop a series of more detailed sessions or a mini course. Get testimonials and increase your price as you spend more time behind the scenes and putting the group ses-
sions together. With 1:1s, start with clients you know and have a good relationship with. Charge an introductory rate whilst you get experience and feedback and get your confidence up in this area. I very much recommend practising on friends and family too. Recently, I came up with a more detailed concept of helping women restructure their food. As a result I am offering free or discounted sessions to my friends whilst I finalise my formula. Do not be afraid of doing this, it doesn’t undermine your talent or kudos , it means you are being sensible and want to get it right! Missing out this stage means you could screw up with live and high paying clients which is the last thing you want to do! Lastly, always have a team of people and experts you can refer to. I work with naturopaths, osteopaths, acupuncturists, Chinese Medicine experts, NLP practitioners and I have shadowed them in practice, swapped them sessions and gone out for a few glasses of wine with them too! You can never get enough inspiration from people within the lifestyle field and it gives you such confidence when you learn about things from people who have more experience than you. Next month, I will be talking about how to price, market and launch your lifestyle services. Janey Holliday is founder of Fit For a Princess www.fitforaprincess.co.uk
Actress Jennifer Ellison is endorsing a healthy eating plan from All About Weight which has helped her lose three and a half stone. The programme, which provides customers with nutritious ‘Mealpaks’ to eat, was developed by leading scientists and food nutritionists and includes food options such as chicken, fish and vegetable choices. It also educates about eating healthily for life and the importance of exercise.
Janey Holliday
Healthy eating on the menu at new health club and spa HEALTHY meals made from local produce will form part of the offering at a new luxury health club and spa in Cheshire. The Mere Golf Resort and Spa has recently opened in Knutsford at a cost of £5.5m and facilities include a 20m swimming pool, hydrotherapy vitality pool, seven luxury treatment rooms and a state-of-the-art fitness centre. And to ensure visitors are also well fed during their stay, the resort has opened a spa lounge dedicated to serving a range of healthy dishes, using fresh local produce from across Cheshire. Owner and CEO Mark Boler said: “The Mere has been a leading leisure venue in Cheshire for more than 75 years and we have invested heavily to ensure that we have the finest facilities in the North West of England.”
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Nutritious meals go down a treat with Monster clients By Christina Eccles A CAFE serving nutritious meals and a well stocked supplements shop are proving popular with members at an independent gym in Hertfordshire. Monster Gym in Waltham Cross is owned by husband and wife team Steve and Angie Collins and has made a name for itself as one of the top bodybuilding clubs in the world. Steve and Angie pride themselves on running a facility which gives members exactly what they want – with Steve sourcing equipment from all over the world and even going as far as designing his own to ensure those who train there have everything they need to get results. As well as their actual workouts in the gym, a big focus for many members’ training regimes is their diets – and looking carefully at the right nutrition and supplementation products is essential to get them to the top.
To help with this, the gym provides a fully-equipped kitchen preparing freshly cooked, nutritional meals, as well as a wide range of protein and meal replacement products mixed at their request. A variety of supplements, vitamins and sports drinks are also on offer – providing a one stop shop for members and increasing revenue for the club. Steve explained: “In every bodybuilding gym I have worked in, food is very important when people have trained and we felt it was something we should have to meet our customers’ needs. “Everything we serve is high protein and low in fat – chicken and rice is a popular choice – and we make our own ingredients and sauces.” Other popular dishes on the menu include homemade meatballs – made with meat which is 97 per cent fat free – and served with rice. Supplements and shakes are also
big sellers – with members liking the fact they can try by the glass before committing to buying a whole tub. Steve added: “Supplements are available everywhere these days and we are just one gym competing in quite a healthy market. “But here they can buy by the glass and if they like the taste, they can buy a tub. Not many gyms can make up shakes by the glass because they don’t have the space.” Monster Gym made the Strength Training Gym of the Year shortlist at last year’s National Fitness Awards and according to its owners, has made a prosperous start to 2011. Following their own success, Steve and Angie regularly receive requests from people thinking of setting up their own clubs, asking for advice on how to run a successful gym. “Everything has gone really well so far this year and we have been really
Steve Collins busy. A lot of people also keep asking if they can come down and talk to us for advice on opening a gym and we will help them on their way. “A lot of people have heard of us and know about us now which is nice.”
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Why educating clients about nutrition proves tough for PT Liam By Christina Eccles PERSONAL trainer Liam O’Brien has revealed why educating clients about nutrition is the hardest part of his job. Liam – who owns personal training company Pontefract Kettlebells in West Yorkshire – has about 25 clients and trains 35 hours per week. But although he has a full diary of people he sees on a regular basis, he admits that it is the time between sessions which can often prove most difficult. He said: “Nutrition is the hardest bit and one of the most frustrating parts of the job. When I’m with clients, I know what they are doing. But you have to rely on them to have some kind of self control and for a lot of people they are almost happy to be ignorant. Sometimes they will train hard but won’t give nutrition the same focus.” To make sure they know the importance of eating well, Liam encourages his clients to keep food diaries, which they look at together every week and discuss where changes could be made. He added: “We look at tweaking it little by little, which gives them the knowledge to make the choices for themselves and get into good habits. I also encourage simple food swaps such as exchanging chips for a jacket potato. “But there is no quick fix and you have to be realistic – there is no one size fits all.”
Liam O’Brien Liam – who is currently gearing up to run the Limassol Marathon in aid of the Dogs Trust – set up the company in 2007 and he said that in the last few years, he has seen a shift in what clients want to achieve from their sessions. “People are becoming more educated in the way they train and have a lot more knowledge. There is a lot of information out there and I’m finding people are more open and making an effort to learn. “I used to get a lot of people who wanted to lose weight for occasions such as Christmas or a wedding but now it is because they want to become fitter. They are looking for a lifestyle change and not a quick fix.” Liam has made a success of his
business by specialising in unusual forms of training – including Kettlebells and Indian Club Swinging – and he believes that other trainers who want to stand out from the crowd should also make sure they are offering something different to the competition. He added: “With the industry as it is, you need to specialise. Pontefract and Wakefield are small towns and there are a lot of trainers here. “There is not enough business for everyone to do everything so you need to find what you are good at and be the best in your niche. “In Pontefract, I am a big fish in a small pond, but somewhere else it would be different, so you have to know your market.”
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Last month, Guy Griffiths explored using marketing tools for retention. In this month’s column, we now look at how sales processes can drive improved member retention.
‘Make the promises, and then make sure you deliver, and you will be successful’ BELIEVE it or not, retention is one of the main problems that new members bring to your club. They want to maintain an exercise regime, and will feel good about keeping it up, but are looking for help to do so. Prospects that have been to a gym before will sometimes refer to this as the reason they are moving, and new users may mention ongoing motivation as a concern. Either way, they are presenting you with a problem that they want help solving. A lot of the time, this problem is put aside by the sales person; the tour starts and the equipment, pool, and class timetable are ‘sold’ to the prospect in the hope that these will motivate them to exercise. This might work with a few people, but it is much better to sell your retention processes, systems and tools to show how you will help.
Tell the prospect how you can track them through their initial journey, with extra touch points to ensure new gym users feel comfortable. Let them know what their options are for regular ongoing reviews after the induction phase, and explain how this will help keep them coming back for more. And if they want it, tell them how you’ll give them a call or send an e-mail or text if they’ve not visited for a few weeks. In short, you’re saying “we have a number of member journeys, and will do everything in our power to keep you motivated and coming to the gym regularly.” Of course, you’ll need to have the processes and measurement systems in place to track your members. If you want to take it to the extreme, share your retention figures with new members to demon-
strate how your journey works. When they are offered a review in the near future, or get an ‘absent call’, they’ll recognise that your top priority is helping them to maintain their exercise regime, and will respond positively. Handle the prospect’s motivation concerns at the start, offering support if they join. Member retention begins before the member signs up. So make the promises, and then make sure you deliver, and you will be successful. Next issue – rewarding retention. Guy Griffiths works for GG Fit, an independent consultancy that helps clubs to focus on member retention by working with staff, systems and processes.
Guy Griffiths
www.ggfit.com twitter - @ggfit
Freemotion system earns praise THE Freemotion system has proved popular with members at FitnessXchange, according to Martin Yankey. He explained: “We first heard about FreeMotion through Fitness Systems in Bolton. We looked on the web site and found links on YouTube with lots of information on the FM products. “The MCÇ training protocol was
amazing – to think you could burn so many calories in such a short time, we decided to put it to the test and purchased the Dual Cable Cross, the Itonic vibration machine and the Incline Trainer. “It’s not hard to see where the calories go following the programme. The Dual Cable Crossover has proved to be a hit with all our members. The ladies love it
because of its versatility and ease of use and all the guys use it from MMA fighters to bodybuilders to the regular gym user. Our members now challenge each other to find new ways to use the machine and this creates a great buzz in the gym.” For more details, contact 01204 541710 or www.fitnesssystems.co.uk
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