workout july 2014

The UK’s No 1 fitness industry magazineJuly 2014 No 250 £3

Working togethercould help gymsto reap rewards

Partnershipgives PTs achance tobuild brandPERSONAL trainers have beengiven the opportunity to gainthat all important competitiveedge by building their businessbrand, thanks to a partnershipbetween former Men’s Fitnesseditor Jon Lipsey and Future FitTraining.

Future Fit students can nowbenefit from preferential rateson Jon’s Reward3 group work-shops, designed to help PTsdevelop the marketing andcommunication skills they needin order to turn their passionfor fitness into a thriving prof-itable business.

Jon said: “When potentialclients have so many options,being generic just doesn’t cut itany more.

“Creating a strong brand willgive PTs confidence in whatthey do, allow them to createcompelling marketing messagesand enable them to communi-cate their true value.

“I partnered with Future Fitbecause I was impressed withtheir commitment to giving stu-dents the support and educa-tion they need to become greatcoaches and carve out a suc-cessful career in the fitnessindustry.”

Four-time world boxing champion Ricky Hattonand TV presenter Caroline Pearce are teamingup to host the 2014 National Fitness Awards,Workout can reveal. The duo will be taking tothe stage to present the glittering event, whichthis year takes place on Friday November 28 atThe Athena in Leicester. Turn to pages 46 and47 where we will be finding out why Ricky andCaroline are looking forward to the awards; aswell as revealing our top panel of judges,tasked with choosing the lucky winners whowill pick up trophies on the night.

By Christina Eccles

INDEPENDENT gyms which forgeclose relationships with other busi-nesses in their local community couldreap the rewards of collaborative think-ing, according to a new report.

The Value of Collaboration reportreleased by American Express and car-ried out by retail experts Conlumino,found that small businesses which joinforces on activities such as marketingcampaigns, loyalty schemes, localevents and promotions can boost theirsales by up to £30,000 each annually;representing an average potential salesuplift for independent businesses ofalmost £900m nationally.

Head of UK merchant services atAmerican Express Mark Roperexplained: “Independent fitness andleisure businesses face a wealth ofopportunities to collaborate with othersmall merchants on the high street, forexample an independent gym couldteam up with a local sportswear retaileron discounts or special offers for theirmembers.

“Working together in this way canhelp small businesses in the fitness andleisure industry not only boost footfallfor their own offering, but also encour-

age a more supportive and thrivingsense of community.”

The report also discovered nearlythree quarters of respondents are sup-porting each other in some way. Thisincludes activities such as discussingbusiness challenges with their peers,comparing performance or discussingthe trading environment.

It also found day-to-day cost savingscan be made by small businesses whogive each other a helping hand throughthings like taking in deliveries, doing abank run or providing loose change,which can add up to an average savingof £3,000 each per year in labour costs,equating to an average value of over£75m nationally.

Mark added: “Whether it’s the localdeli and off licence putting on a jointcheese and wine night, or an entirehigh street running a seasonal promo-tion, small merchants across the UKare clubbing together to improve theircollective lot.

“It makes strong business sense,delivering tangible returns in terms ofboosted sales and saved labour costsand it is a trend that is increasing. Onein six respondents said they plan tocollaborate more in the next year orso.”

Time is running out to enter the National Fitness Awards... visit www.nationalfitnessawards.co.uk

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02 Fitpro 24/6/14 11:30 Page 1

PERSONAL trainers have been urgedto put themselves forward for a topaward, which recognises the world’sbest fitness professionals.

Life Fitness’ Personal Trainers toWatch scheme – in partnership withthe International Confederation ofRegisters for Exercise Professionals,EuropeActive, Life Fitness Academyand the American Council on Exercise– celebrates and rewards elite trainersaround the world who embody thesame passion and commitment to theprofession as Life Fitness.

Clients, personal trainers and gymowners can visit www.lifefitness.co.uk/personaltrainers to nominate.

Nominations will be collectedthroughout July and the top 10 final-ists will compete in a live global com-petition this autumn to determine the

overall winner.President of Life Fitness Chris

Clawson said: “The 2013 PersonalTrainers to Watch programme earnedworldwide support and recognition,with nearly 1,500 entries from person-al trainers in 43 countries. This year,we continue to expand the reach andimpact of the programme, and welook forward to finding those trainerswho share our passion for enhancingthe profession’s growth and success.”

The winner will receive £3,000towards his or her personal trainingbusiness, international media recog-nition as the global 2014 PersonalTrainer to Watch, continuing educa-tion course credit from the LifeFitness Academy, personalised awardplaque and one-year subscription toPTontheNet.

ENTER YOUR CLUB FOR A TOP INDUSTRY AWARD... 3

AdvertisingSales and marketingdirector:Tony Barry

Sales manager:Daniel LloydTel: 01226 [email protected]

Assistant sales manager:Chris HartleyTel: 01226 [email protected]

EditorialGroup Editor:Judith HalkerstonTel: 01226 [email protected]

Editor:Christina EcclesTel: 01226 [email protected]

Group production editor:Dominic MusgraveTel: 01226 [email protected]

www.workout-uk.co.uk

Official media partner ofukactive

Script Media47 Church Street, Barnsley, South Yorkshire S70 2AS

Personal trainersurged to enterglobal awards

Singing sensation Olly Murs has topped PPL’s list of most played artists for 2013, compiledfrom music usage data from licensees across the UK, which include many gyms. The singerbeat off competition from pop rivals including Bruno Mars, Pink, Rihanna and Calvin Harristo take the number one slot. The number one song was Get Lucky by Daft Punk featuringPharrell Williams, followed By Robin Thicke’s Blurred Lines and Mirrors by JustinTimberlake.

Retail guru Mary Portas is turning her attention to the fitness industry with her latest TVshow – and is looking for gyms which want to take part. Optomen Television, the BAFTA-winning TV production company behind shows such as The Great British Menu and HestonBlumenthal’s Feast, will be making the series, which will see Mary offer her unique insight,ideas and expertise on the customer experience. The show’s producers are currently look-ing for service-based businesses, particularly gyms and leisure centres, which could benefitfrom Mary’s help. Clubs interested in taking part can register their interest by contactingOptomen Television directly.

www.nationalfitnessawards.co.uk

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CAN YOUR CLUB FLY THE FLAG FOR YOUR LOCAL AREA?4 www.nationalfitnessawards.co.uk

By Christina Eccles

A STOCKPORT gym, which hasreceived industry recognition for itsrehabilitation and weight manage-ment programmes, has revealed whyits great team of staff and wide rangeof facilities are helping it to thrive.

The Health Hub at Life LeisureAvondale scooped the RehabilitationGym of the Year award at the 2013National Fitness Awards and wascommended for its efforts in support-ing a wide cross section of the localcommunity – particularly its invest-ment in a high tech Alter G anti gravi-ty treadmill – an unusual addition toa leisure centre, which is available foruse at an affordable cost.

The kit, developed by NASA and

used by elite athletes and rehabilita-tion centres, provides a focal point ofthe gym and allows users to safelytrain at a reduction of their bodyweight.

The club is using it for everythingfrom weight loss and management tomobility improvement, specialist ath-lete training and rehabilitation.

Users can access pay as you go ses-sions or monthly packages, includinga value for money unlimited usepackage, available to members for£55 per month or to non members for£65 per month.

The club also delivers PARiS(Physical Activity Referral inStockport) sessions – seeing about1,500 patients per year – and has atop team of staff on hand, who are

trained to Level Four standard andspecialise in a wide range of areasfrom postural stability to cardiacrehabilitation.

Physical activity development man-ager Michelle Childs said: “We’vemade sure we’ve got the right staff forthis facility.

The team are great with people andreally good at addressing their barri-ers to exercise and helping to removethem.”

The club is situated in the groundsof Stockport Academy and also deliv-ers sessions for young people, as wellas helping various community groupsto source funding for sessions theywould like to take part in and offeringthem use of the facilities.

General manager Jamie McCord

added: “This is a really important partof the Health Hub. We offer Fit Teenssessions, which include a practicaland theoretical introduction to exer-cise.

“We also try to help groups withfunding for different sessions. It’sabout responding to need.”

Last year’s success at the NationalFitness Awards also helped the clubsecure front page coverage from itslocal newspaper, further helping toraise awareness of the great workbeing done by the team.

Michelle added: “It was brilliant towin. We also got to the final of ukac-tive’s FLAME Awards in the spark ofinnovation category.

“It’s amazing to be recognised at anational level.”

Staff and facilities help gym thriveThe gym at The Health Hub at Life Leisure Avondale (left) and the team picking up the Rehabilitation Gym of the Year award at the 2013 National Fitness Awards.

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WANT YOUR ACHIEVEMENTS TO BE RECOGNISED? 5www.nationalfitnessawards.co.uk

An inspirational gym member has lost seven stone at his local gym, with his guide dogbeing there every step of the way. Huw Davies has been attending sessions at theMetrodome in Barnsley, accompanied by guide dog Owen. Huw is helped around by amember of staff as Owen, who's been with Huw for seven years, waits patiently and iskept happy by eating treats. Trainer Mark Elliott, said: “Huw has worked really hard. Hesometimes gives us the credit, but he's done it all by himself.”

By Christina Eccles

SPORTA’S Make Your Move campaignhas invested more than £600,000 in 13new local sports participation proj-ects, which will take place throughoutthe UK.

The campaign is funded by TheNational Lottery via Sport England,with the money distributed throughSporta, the representative body forsport and leisure trusts in the UK.

Sporta’s members operate 30 percent of public facilities across thecountry, attracting more than 230mcustomer visits each year.

Over a three year period, SportEngland will invest £2m of NationalLottery funding into the programmefor leisure and cultural trusts to deliv-er innovative projects that will help toengage inactive people in sport.

Sporta members can apply for up to£50,000 and the first round of projectsinclude: � Tees Valley Leisure Limited’s NorthEast Homeless Street SoccerProgramme: A niche project designedto deliver street soccer sessions andtraining to homeless adults inDurham, Stockton on Tees andGateshead.

� Greenwich Leisure Limited’s ‘Forthe Girls, by the Girls’: This project istargeting 5,300 inactive women andgirls, aged from 14 to 25. Local steer-ing groups are being used to identifyactivities, design and promote pro-grammes in their area and then facili-tate delivery of sports and activities.� MyFamilyFitness from WiganLeisure and Culture Trust: Deliveredin Wigan, Selby and Cannock, theproject focuses on parents who expe-rience a variety of barriers to partici-pation in sports. These will be tackledby providing family-friendly partici-pation opportunities, delivering exer-cise, fitness and sports sessions in avariety of settings to meet the partici-pants’ needs.

Sporta CEO Brian Leonard said:“The Make Your Move campaign hasbeen created to drive Sport EnglandLottery Funding to the grass roots.

“By providing essential investmentto sport and leisure trusts, via innova-tive programmes created by localtrusts for local people, Sporta mem-bers can seek to provide bespokeactivities and solutions which trulyenhance and increase participation inactivity and sport in their communi-ty.”

‘Make Your Move’campaign investsin new projects

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IS YOUR GYM A POTENTIAL AWARD WINNER?6 www.nationalfitnessawards.co.uk

Kenny Buchan’s London to Edinburgh bike ride raised more than £3,500 for Crohn’s disease.

Gym employee completesgruelling charity bike rideA LOYAL gym employee has complet-ed a gruelling London to Edinburghbike ride to raise money for Crohn’sdisease.

Kenny, who has been withBannatyne’s Health Club for 14 years,decided to take on the bike challengeto test his fitness and generate fundsfor a cause close to his heart.

He and a group of seven friendsraised more than £3500 after complet-ing the four day, 469-mile trip.

Kenny said: “I have always been rel-

atively fit and healthy but I have neverreally challenged myself to this extent.

“I agreed to the London toEdinburgh bike ride as it was some-thing a bit different and was definitelygoing to push me to my limits. I knowsomebody who has been affected byCrohn’s disease and I wanted to raisemoney for a good cause.

“I have been with Bannatyne’s inEdinburgh for many years now and Iam grateful for all their help and sup-port in completing the bike ride.”

Callum sheds overfour stones to wingym’s competitionBy Christina Eccles

AN independent gym has revealed thesuccess of its latest biggest loser com-petition, plus details of a new market-ing campaign designed to raiseawareness of the club around thelocal area.

Overall winner Callum Short shedover four stones after taking part inThink Fitness 4 Less’ contest, whichwas run in conjunction with localpaper, The Hawick News.

In total, a group of 10 people tookpart in the competition, benefitingfrom free exercise sessions and dietadvice from experts at the club, aswell as backing from the newspaper,which regularly featured each con-testant and the progress they weremaking.

Participants also used MYZONEbelts, making it easier to track resultsand monitor progress, and after 19weeks Callum was crowned the win-ner.

The gym’s co-owner Greg Dalgleishsaid: “It was a big chance for him tomake a change and he’s still comingin now.

“Being in the paper, he’s also got alot of good feedback from the localcommunity and people saying he is agreat inspiration.”

Nearly all of the 10 participants havecontinued to come into the gym sincethe challenge finished and Greg

added it is something the club willdefinitely run again, as not only is itgood publicity for the business, moreimportantly it also encourages localpeople to make healthy lifestylechanges.

As well as celebrating the success ofthe competition, staff are also gearingup to launch the gym’s latest market-ing campaign, which involves abranded car, aptly named ‘Gymima.’

Greg added: “We recently ran asocial media competition to name thecar, with the staff voting for Gymima.

“The car will be used for advertisingthe gym with it being parked aroundthe town at various locations and wealso plan to use it for more socialmedia competitions.”

Club supervisor Grant Morrison with‘Gymima’.

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GOT A MEMBER WHO’S ACHIEVED SOMETHING SPECIAL?8 www.nationalfitnessawards.co.uk

Comprehensive study helpsgym boost its attendance A COMPREHENSIVE study of itsequipment usage, demand and mem-ber satisfaction has helped one gymto boost its attendance – and enhancethe customer experience.

The Institute of Sport and Exercise’sgym at the University of Dundee isone of the largest in the region, withover 6,000 members comprising stu-dents, staff and the general public.

It has recently made improvementsfollowing the results of a GYMetrixstudy, which identified that memberswere frustrated by the shortage ofparticular equipment such as tread-mills and cross-trainers, which wereavailable for just 16 and 14 per cent ofthe time respectively during peakperiods.

As a result, customer satisfactionmeasured by the Net Promoter Score,was just 42.

Guided by the results of the studies,ISE increased the number of tread-mills from 17 to 23 and its cross-train-ers from 15 to 21 to meet memberdemand. It also removed equipmentwhich was found to have very lowusage.

Director of Sport at ISE Brian Ewingsaid: “The results of the GYMetrixstudy showed the layout of the gymand the balance of equipment did notmeet the needs and expectations ofour customers.

“GYMetrix allows operators to makeinformed and detailed decisions on

equipment provision and facility lay-out to meet customer demand.”

Since following the advice ofGYMetrix, both in terms of newequipment purchased and the gener-al layout of the gym, ISE has reporteda 12 per cent increase in gym usage.

By investing in more treadmills andcross-trainers, ISE has relieved pres-sure during busy periods reducingfrustration among customers.

Overall, the changes implementedby ISE have helped to dramaticallyimprove member satisfaction to a Net

Promoter Score of 53.Brian added: “The re-study showed

a marked improvement in customersatisfaction recognising that we hadresponded to the previous survey, aswell as increases in membership andattendance after allocating our budg-et to respond customer demand.

“But, it also identified where we hadnot followed previous direction fromGYMetrix, highlighting similar issuesand areas of concern, which we willnow address in our current invest-ment programme.”

The Institute of Sport and Exercise’s gym at the University of Dundee.

FITNESS franchise The énergieGroup has revealed how partneringwith a number of big householdbrands has helped to raise the com-pany’s profile – and drive sales.

Most recently, the operator linkedup with The Sun newspaper and itsdigital team to offer readers a freeseven day pass at any of its gymsand health clubs, which was com-municated to existing Sun+ Perks’customers and as a driver for newsubscribers.

Meanwhile, over Christmas itpartnered with Duracell to offer ahealth-related reward to strengthenthe company’s seasonal two for oneoffering and last year teamed upwith the Daily Star to offer amonth’s free pass.

Marketing manager Dean Frostssaid: “Our reach across the entireUK is a very attractive propositionto third party affiliates.

“We are comfortable with offeringexclusive free passes to nationalbrands as long as the promotionalmessage fits and the return willdeliver for our franchisees.

“The Sun and Duracell are just afew examples that we have deliv-ered to date but there are manymore that have proven really suc-cessful.”

Returns putfranchise ingood shape

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DO YOU HAVE THE BEST GYM TEAM IN THE COUNTRY? 9www.nationalfitnessawards.co.uk

By Christina Eccles

FIVE-star resort Cameron House isaiming to lead the way with its fitnessoffering after upgrading its gymequipment and announcing plans tocapitalise on the arrival of theCommonwealth Games to Glasgow.

The luxury club, which overlooksLoch Lomond, has become the firstgym in Scotland to offer Technogym’sARTis Connectivity equipment, whichis proving popular with both mem-bers and staff.

Director of spa and leisure ClaireEdkins explained: “Being a five starresort I wanted to have the bestequipment in the gym for our mem-bers.

“They are so passionate about theclub I wanted to ensure we had thebest equipment on the market today.

The new equipment has brought anew lease of life into the gym andfresh passion within the team todeliver a fantastic service to ourmembers and guests.”

The kit was launched at an eventattended by Olympic rower KatherineGrainger, as well as experts fromTechnogym, who gave demonstra-tions and personal fitness advicebefore presenting the thinking behindthe range.

Claire added: “The launch was agreat evening. Our members and

guests really enjoyed the event and toget the opportunity to get picturestaken with Katherine with our newequipment created a good atmos-phere and a talking point for weeksahead.”

Future plans at the club includeintroducing sports coaching sessionsfor children, as well as looking ahead

to the upcoming CommonwealthGames and how the event can inspiremore people to become active.

Claire added: “My focus at present isbringing the excitement of the count-down to the Commonwealth Gamesand bringing our own spin on it to theClub at Cameron House to get every-one excited and ready for the games.”

Gold medallist launchesfive-star resort’s gym

Katherine Grainger CBE with Chris Southall, health and fitness director for Devere andVillage Hotels and Andy Roger, operations director for Cameron House.

ANYTIME Leisure is to become anew distributor for the ViPR rangeof equipment and ViPR pro-grammes in Scotland, FitPro hasannounced.

Alongside a range of fitness andsports equipment, AnytimeLeisure provides customers with agym design service, as well asservice, maintenance, support and25 years of expertise in the healthand fitness industry.

Director of commercial opera-tions (Europe) Fergus Ahern said:“Anytime Leisure is the perfectpartner for FitPro in terms of dis-tribution of the ViPR range.

“Their longevity in the industry,coupled with their reputation forexcellent customer service andsupport creates a true synergywith the values that epitomiseFitPro and the ViPR brand.”

New distributorfor ViPR range

THE énergie Group has signed afranchise agreement to open atleast five Fit4less sites in Londonin the next three years.

Under the same franchisee, theoperator will also regenerate itsLeighton Buzzard and LiscombePark sites.

An agreement with Gymstar Ltdwill see a London site open inBethnal Green, with two furthersites planned this year.

Franchise agreed

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NEW TO THE INDUSTRY BUT ALREADY MAKING AN IMPACT? 10 www.nationalfitnessawards.co.uk

Fitness Professionalshortlist is unveiledTHE finalists have been announcedfor this year’s Fitness ProfessionalAwards, which will take place laterthis month at FitPro Live.

The awards recognise and rewardthose who work, excel, inspire andbreak boundaries in the industry andtrophies will be handed out at a din-ner on July 18 at the ExCeL Centre inLondon.

Following nominations, 10 semifinalists were selected, put to the pub-lic vote with the help of personaltrainer social networking platformMates Rates, and whittled down tofour finalists per category.

They will be interviewed by a panelof judges at FitPro Live to determinethe winners.

The finalists for the FitnessProfessional of the Year Award are: � Harriet Chettleburgh – who set upThe Right Fit to help people acrossBerkshire to improve their fitness andwell-being. � Jay Provan – a lecturer, trainer,sports therapist and former interna-tional athlete who constantly evolveshis training methods through non-traditional techniques. � Joanna Helcké – an ex-universitylecturer who ditched the conventionalcareer and followed her dreams. Shecreated the UK’s first week-by-weekonline pregnancy/postnatal fitnesssystem. � Mike Tracey – who focuses on help-

ing people to work on cause ratherthan effect. His philosophy is thatonly by understanding why we dowhat we do, can we look at makingpositive, lasting change.

The finalists for the FitPro Award ofExcellence are:� Jenny Muhlwa – Belrobics founderwhose aim is to encourage women ofall ages, shapes and sizes to feel con-fident in their bodies, keep fit and bepart of an active community. � John Shehan – who has spent 20years working in an industry he loves,representing the UK fitness industryon a global stage.� Maxine Hayes – once a 16.5 stonesingle parent, with no qualificationsand living off benefits. She now runs afacility with more than 100 membersand employs three members of staff.� Priya Tew – taught Pilates through-out pregnancy, filmed her antenatalDVD at 17 weeks’ pregnant and post-natal DVDs at 20 weeks post-birth.Four months post-baby, she was backteaching 11 classes a week.

The winners will receive a packageof prizes including an annual FitProand PTontheNet membership, a placeon a PTA Global or ViPR course, a full-page advert in Fitpro magazine, acontribution to Fitpro magazine andnewsletter, Kick Fitness branded box-ing gloves, INSANITY certification, aone-night high-energy spa break atChampneys.

LONDON’S Chelsea Health Club andSpa played host to some high profileguests when the New Zealand AllBlacks rugby team enjoyed trainingsessions at its newly refurbished fit-ness facilities.

During the final stages of the HSBCWorld Sevens Series, the All Blackswere among the teams which madeStamford Bridge – the home ofChelsea Football Club – their base,

staying at the on site MillenniumHotel and utilising many of the facili-ties, including the health club.

Head of venue and brand at ChelseaFootball Club Simon Hunter said: ”Wewere delighted to host each of theRugby Sevens Teams during theirrecent tour and are very proud toshare the extensive facilities that ourvenue has to offer with many otherworld-class sporting institutions.”

All Blacks turn blue at clubThe New Zealand rugby sevens team were one of 16 to train at Stamford Bridge.

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ENTER YOUR CLUB FOR A TOP INDUSTRY AWARD...12 www.nationalfitnessawards.co.uk

STAFF from an award winningFalmouth gym have returned toZambia for the third time to teachhealth and fitness to people workingfor First Quantum Mine.

Helen Tite and Becky Full from theCore Fitness and Wellbeing Centrevisited the country to talk aboutissues such as wellbeing of staff,including back care, diet and takingsteps to improve fitness and address-ing long-term health conditions.

The Core, which won Best GymTeam at last year’s National FitnessAwards in Manchester, have nowexpanded the project into a secondmine and have returned to the UKwith the possibility of repeating themodel in other countries including

Argentina and Panama.Helen said: “We understood that by

improving the health of the mineworkers and their families, we couldin turn improve the capability of theworkforce.

“The anthropologist in me wants toaddress wellbeing. I can see how wecan help communities make changeto improve quality of life.

“We respect the culture and thistime encountered some challengingviolent scenarios within the township,which was saddening and a cautiousreminder of the dangers of working ina developing country.”

The next visit is planned for Octoberand includes the launch of some newwellness packages on female health.

Gym’s staff teach health andfitness on Zambia mine trip

Helen Tite and Becky Full from the Core Fitness and Wellbeing Centre in Falmouth duringtheir trip to Zambia.

The team behind the successful Bodyism brand have launched their first outdoor gym atTurkey’s luxurious D-Hotel Maris. Celebrities including Elle Macpherson and Lara Stone arefans of the Bodyism technique, created in 2006 by trainer James Duigan. The programmewill now be available to all guests at the hotel, including personal training sessions fromJames’ top trainers and a tailored range of James’ own Clean and Lean dishes. James said:“Turkey is such a beautiful and culture rich country; we couldn’t ask for a more excitinghome for this partnership. D-Hotels Maris’ stunning location and the incredible amenitieslend themselves perfectly to exploring our Clean and Lean philosophy and helping thehotel’s guests achieve lean, strong and healthy bodies.”

Life Leisure adds Andyand Emma to its teamSTOCKPORT based leisure trust LifeLeisure has announced the appoint-ment of two experienced fitnessindustry professionals to their team.

The trust, which manages leisurecentres on behalf of the local authori-ty as well as the privately ownedStockport Sports Village, has recruitedAndy Gill (formerly of equipmentsupplier Life Fitness) to becomegroup sales manager and EmmaWaring (formerly of Matrix fitnessequipment) to consult on the devel-opment of the increasingly importantmarket for public health services.

Andy’s remit will be to drive mem-bership sales across the wide portfolioof sites. The role will involve the con-tinued development of the sales sys-tems and processes as well as drivingforward a wide portfolio of products.

Andy will also have responsibility forthe operator’s football product, basedat Stockport Sports Village, and forattracting external commercial spon-sorship. Emma has been appointed asa consultant to the expanding busi-ness, with a remit to deliver contractmanagement solutions, identify busi-ness opportunities and provide abenchmarking service for the trust.

Life Leisure CEO Malcolm McPhailsaid: “We are very pleased to havemade these two appointments to oursenior management team. Both arehighly skilled and experienced profes-sionals in our sector and have a spe-cific role to play in delivering the big-ger strategic vision for the growth ofour business. It’s another sign of LifeLeisure’s strong and continuing devel-opment as expert leisure operators.”

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14

Welcome to WorkOut Weigh In – it’s your chance to have your say and share your views on industryissues. You can email us at [email protected] or you can message us on Facebook or Twitter.

WELCOME to the 250th issue of themagazine, which we’re all excitedabout here at Workout HQ!

It’s a great milestone for us to reach– coming just before we celebrate our21st birthday in September – and tothank all our readers for their contin-ued support over the years, we’re giv-ing away a great prize with PremierTraining International via socialmedia – further details of which canbe found on this page.

Back to this issue and this month,it’s all about group exercise...

From visiting one of London’shottest indoor cycling studios to try-ing out the new ViPR 3D class atVirgin Active, over the last few weeks,I’ve been out and about finding outwhat’s new – and why operators canbenefit from adding the latest classesto their timetables.

You can read about how I got on atBOOM Cycle in Holborn on page 26.and look out for the ViPR challengenext month.

Speaking of excitement, we’re alsogearing up for this year’s NationalFitness Awards and are delighted to

announce news of our presenters andjudging panel.

We’re really looking forward toworking with Ricky and Caroline –and all of our judges – and can’t waitto welcome many of you to theawards at The Athena in Leicester onFriday November 28.

If you haven’t already done so, thereis still time to get your nominationsin.

All the categories, criteria andonline nomination forms can befound on the website www.national-fitnessawards.co.uk where we will beaccepting entries until August 22.

Now is a good time to start thinkingabout what makes your club standout from the crowd, as the moreinformation we have, the strongeryour nomination and the greater yourchances of making the shortlist.

We’ve received some great entriesalready across many of our categoriesand we always enjoy reading aboutthe excellent work which is going onin clubs all around the country.

Turn to pages 46 and 47 to read howplans are progressing for this year and

for more details on the experts help-ing us with the tough task of pickingthe winners – and best of luck toeveryone with your nominations.

Enjoy the issue and as always get intouch via email or social media toshare your comments, thoughts onthe industry or stories with our team.

Editor’s Comment

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

This month’stop Tweets...

This month’s hot topic:

With a major summer of sport now in full swing, what can operators do to capitalise on the impact of large

scale events such as the World Cup, The Commonwealth Games and Wimbledon to encourage more people

to be active and get a new audience through their doors? Let us know your thoughts – and if you’re a gym

who is already successfully doing this, we would also love to hear how you’re getting on.

Send your answers to [email protected] or contact us via Twitter or Facebook. We’ll print the best responses next issue.

To celebrate Workout’s mile-stone 250th issue, we haveteamed up with PremierTraining International to offerone lucky reader an amazingprize.

Up for grabs is £250 worth ofPTI CPD vouchers, as well asan all-inclusive photo shoot –worth £275 – in partnershipwith Studio1B, which includesa professional photo session,session DVD with all images,10 12” x 8” glossy prints and aportfolio display album.

To put yourself in with achance of winning this greatpackage, all you need to do isvisit us on Facebook atwww.facebook.com/workoutmagazine; like ourpage and comment as to whyyou think you deserve to win.

The competition closes onAugust 1, after which we willpick a winner from the entriesreceived.

Good luck everyone!

@Dawntuckwell: Race is on with@WorkOutUK on @TrixterWorld at@eaActon #tryingnottocrash

@bigfish_pr: Amazing @ViPR_fitclass with @AbsbuddyApp andChristina @WorkOutUK@VirginActiveUK 200 Aldersgatethis lunchtime. Great group exconcept!

@NAhutchinson: Fantastic article inthis month’s @WorkOutUK maga-zine on teamwork and innovationin Burnley #topteam #burnley #fit-ness

@CarolinePearce: Looking forward toannouncing some exciting news inthe next issue of @WorkOutUKmagazine. Look out for it early July!#fitness #news :)

@LauraBlacklaws: Even the puppy isenjoying the latest issue of@WorkOutUK

@FitnessAwards: Look out for excit-ing NFA news coming up in thenext issue of @WorkOutUK. Wecan't wait for this year's awards!

@PromotePR: Lovely catch up with@ChristinaEccles from@WorkOutUK – look forward toseeing you at @L_I_W

Amazing prizes up for grabs to celebrate our 250th issue

Christina Eccles


14 26/6/14 16:19 Page 1

15 Hatton 24/6/14 11:31 Page 1

CAN YOUR CLUB FLY THE FLAG FOR YOUR LOCAL AREA?16 www.nationalfitnessawards.co.uk

A FREE one-day yoga festival is set totake place in Brighton this summer.

The Brighton Yoga Festival, which isdue to be opened by MP CarolineLucas, is aimed at both yoga fans andbeginners and will take place in andaround St George's Church,Kemptown, on July 26.

Festival co-founder Davy Jones said:"The aim of the Brighton Yoga Festivalis, more than anything else, to give a

taste of yoga to people who are curi-ous but have never actually tried itbefore.

“There will be free beginner andtaster sessions, demonstrations andworkshops throughout the day foradults and children, covering a num-ber of different yoga styles, fromVinyasa Flow to Ashtanga, supportedby the major yoga schools and teach-ers from across Brighton and Hove."

MP to open free one-dayyoga festival in Brighton

REALITY star Kim Kardashian hascaused a surge in interest of pole fit-ness after she was filmed taking partin a session for her TV show.

Kim recently joined her mum, KrisJenner, at a pole fitness lesson broad-cast on the family’s TV show, KeepingUp With The Kardashians.

And as a result, pole fitness brand,Aurelian Sports, has seen a huge spikein sales, with the majority of ordersbeing requested by males who arekeen to encourage girlfriends to emu-late Kim’s world famous bottom.

CEO of Aurelian Sports TraceyBatenburg said: “It’s great to see KimKardashian spreading the word aboutpole fitness and I can see it’s doingwonders to help her shed the babyweight she gained when she was preg-nant with North West. Pole fitness is ademanding workout which requiresthe focus of yoga and gets your heartracing faster than any treadmill. It’salso a great way for mums and daugh-ters to bond and stay fit together.”

Pole fitness interest surges

Kim Kardashian

PERFORMANCE Health Systemshas appointed THR Träning Hälsaand Rehab AB – translated asTraining Health Rehab Ltd – as theofficial Swedish distributor of itsPower Plate whole body vibrationline and bioDensity osteogenicloading systems.

THR will serve the commercialand consumer markets in Sweden

from its two centres, which will beused for sales, showroom and train-ing.

Senior vice president,Performance Health Systems,Matthew Pengelly said: “THR is awell-established trainer andprovider of Power Plate with astrong commitment to sales andservice.”

Performance appoints distributor

16 24/6/14 14:28 Page 1

17 Startup Active 24/6/14 11:54 Page 1

WANT YOUR ACHIEVEMENTS TO BE RECOGNISED?18

KIRKLEES Active Leisure hasannounced the results of its biggestever customer satisfaction survey,completed by over 2,500 people.

The annual survey is carried out tocollect the views of customers,enabling the operator to discoverwhat it is doing well and evaluateareas for improvement.

Key findings included: � 91 per cent of customers are satis-fied with the services KAL provide.� 86 per cent of customers would rec-ommend KAL to a friend or familymember, with 49 per cent stronglyrecommending KAL.

� Most customers use KAL’s facilitiesto improve their health, with someattending because they enjoy it, and asmall number attending to meet newpeople and socialise. � Over 60 per cent of customers enjoya sense of community in their localKAL centre, seeing it as a place tomeet friends. � Over a third of customers told KALthat the service they receive hasimproved over the past 12 months. Areas to improve on included the waycomments and complaints are han-dled and communication via tele-phone and social media.

Trust reveals resultsof customer survey

Popular spa resort Ragdale Hall has revealed its latest timetable of fitness breaks. theseries includes a walk to fitness break from August 7 to 9, led by Ragdale’s award winningfitness expert Dean Hodgkin; Run for It from September 4 to 6 and two Pilates retreats,taking place in October 2014 and February 2015.

GLL has been awarded excellent sta-tus for all of its ‘Better’ brand leisurecentres managed in the London bor-ough of Hillingdon.

The status, which was issued byQuest, the UK quality scheme forsport and leisure, was elevated from‘good’ to ‘excellent’ and in order toachieve ‘Quest Plus’, GLL wentthrough a two-year process, with amystery visit and a two-day assess-ment in the first year and a secondmystery visit and one-day assessmentin the second year.

The successful centres includeBotwell Green Sports and LeisureCentre, Queensmead Sports Centre,

and Highgrove Pool and FitnessCentre.

Partnership manager for GLL GaryStarkey said: “We are delighted thatour Better leisure centres have beenawarded this status, which is testa-ment to the hard work and dedicationof our team, and we are proud to offersuch high quality services to our localpeople in Hillingdon.

“Even with the excellent rating how-ever, our work will not stop andimprovements are continually beingmade. This includes working toobtain funding for a traversing wall atQueensmead, as well as adding morekiosks for easy access at Highgrove.”

Centres given ‘excellent’ status


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19 Kettlercise 24/6/14 11:32 Page 1


Personal trainer and WBFF Pro Sian Toal has launched a new website for fitness fans. Sian,who runs London based PT studio Onpoint Training with partner Jay Benedetti, has createdthe site to include features such as a video based membership area incorporating fashion,fitness, beauty and nutrition. Members can become part of an online community wherethey have access to training plans, motivation videos, 'how to' instructional videos andtips and advice. Users can also purchase downloadable training manuals for use in thegym.

SMALL businesses in the fitness sec-tor have been encouraged to takeadvantage of any savings they couldmake through the introduction of theGovernment’s Employment Allowanceinitiative.

The scheme means eligible employ-ers will save up to £2,000 a year ontheir employer National InsuranceContributions, enabling businesses toinvest the money saved into growth orother areas that benefit them.

The scheme feeds into the widerBusiness is GREAT Britain initiative,which aims to build confidence insmall businesses across the countryand match their potential for successwith the services that can help themgrow.

Minister for skills and enterprise

Matthew Hancock said: “As business-es grow, it is crucial to recruit andretain staff with the right skills andattributes to go further, an area wesupport through apprenticeships andthrough the business recruitmentadvice across Government’s smallbusiness services.

“Government is backing Britain'ssmall businesses by supporting themto grow to their full potential, nurturenew talent and skills, export wherethere is the interest and opportunity,and lead the way for others to follow.

“As well as financial support, such asthe new Employment Allowance of£2000 off National Insurance, thissupport includes linking businessestogether to mentor and share bestpractice.”

Save money with newGovernment initiative

ZUMBA has teamed up with theExercise, Movement and DanceAcademy and Lifetime Training tocreate and launch the new ZumbaCombo qualification.

The qualification combines theteaching certificate in Exercise,Movement and Dance and theinstructor certificate in Exercise to

Music.The Zumba Combo is available to

members of the Zumba InstructorNetwork, who have already complet-ed their Zumba B1 training.

Nine courses are scheduled acrossthe UK in July, with further datessecured nationwide throughoutAugust to October.

Zumba Combo qualification launched

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GOT A MEMBER WHO’S ACHIEVED SOMETHING SPECIAL?22 www.nationalfitnessawards.co.uk

Innovate and take the fightto your rivals to stay aheadBy Matthew Januszek,Escape Fitness

“Innovation distinguishes between aleader and a follower” – Steve Jobs

COMPETITION is fiercer than everin today’s world.

There are more people like you try-ing to do the same thing as you totarget the same people as you.

So how do you react, not just tokeep your head above water but toactually make real progress?

As the quote from Steve Jobsimplies, you must innovate and takethe fight to the competition.

With innovation also comes evolu-tion. Look at Amazon, it wasn’t thefirst company to sell books but theyhave evolved and are now a marketplace for pretty much anything youwant to buy.

The lesson here is that you don’thave to come up with a new conceptas such, but you must be innovativeto stay ahead.

Let’s apply this to our industry andyou can certainly see how we haveevolved, and are continuing to. Notjust from an equipment perspectivebut in terms of attitude.

Where once gyms were just a placeto workout, they have now evolvedto become places where membersexpect an experience.

They expect results and theyexpect them in more convenientand more elaborate ways; the ‘one-size-fits-all’ model is now dated.

Just look at the growing popularityof micro-gyms.

First to emerge in the USA, the

appeal of these smaller, independ-ent clubs that generally focus on onetype of training is impossible toignore and they are starting to maketheir impact here in the UK.

What you’re seeing here is anexample of genuine innovation inour industry and how, if you get itright, you can stay one step ahead.

At Escape Fitness we consider our-selves as equipment innovators inthe field of functional fitness – forexample our new Escape TIYR isearning rave reviews across theglobe thanks to being an innovativeand inclusive training tool – we tookan existing concept and developedit, improved it and moved it on froma conventional tyre.

This isn’t a ‘blow your own trum-pet’ moment, more an example ofhow innovation is the route to suc-cess.

By working with companies allaround the world we have identifiedopportunities for the creation ofnew products and for the develop-ment of existing ones.

We invest in research and develop-ment and testing, learn from otherindustries and listen to feedbackfrom customers and our ownemployees to ensure the productswe manufacture provide the greatestexperience possible for the end user.

Innovation is an ongoing processwhich means our product teamwork around the clock to ensure weremain at the forefront of the indus-try, immersing themselves in theindustry, ensuring they are forwardthinking, looking ahead, testing andlearning.

To be a leader you must constantlyraise your game to stay ahead ofyour competition and the same istrue for clubs and PTs.

Let’s take another example of howthis can be applied, this time withtrainers.

A qualified trainer will instil confi-dence in your members and clients.Creative trainers will demonstratenew ways to do things, capture theimagination of members and givethem the experiences they crave andthe results they desire.

A confident and knowledgeabletrainer is a hugely valuable asset sogive them the opportunity to getcreative on the studio floor, to createworkout programmes that will exciteand engage people and encouragethem to smile, have fun and ulti-mately return again and again.

Don’t wait for the next big exercisecraze to arrive, be proactive and letyour trainers use their imaginationto potentially create somethingunique for your business.

The point here is that you shouldtry to stay ahead and innovate.Create or develop a concept that isunique to your business, to yourbrand and believe in it.

Promote it, market it proudly andcommunicate why it is so differentand why people will love it.

Look for something different,something that will get the pulseracing and go for it. And don’t beworried if your concept struggles totake off.

Things do not happen overnight,indeed some of the best ideas takeyears to come to fruition.

Facebook was Mark Zuckerberg’sthird attempt at a social network site– so persevere and be determinedbecause, as Thomas A. Edison oncesaid: “The reason a lot of people donot recognise opportunity isbecause it usually goes aroundwearing overalls looking like hardwork.”� Come and join the discussion inour LinkedIn group -http://linkd.in/KPRtMn – or simplyvisit LinkedIn and search for EscapeFitness in the group search.

Matthew Januszek

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DO YOU HAVE THE BEST GYM TEAM IN THE COUNTRY? 24

A gym member has completed a 30-day, 100km swimming challenge to raise money forthe hospital department that took care of his premature grandson. Keen swimmer PhilGibson has raised more than £1,000 by completing 5550 lengths of the pool at Bannatyne’sCarlisle club. General manager Hazel Graham said: “Everybody here at Bannatyne’s Carlislewants to congratulate Phil on his amazing fundraising efforts for a cause very close to hisheart. Phil worked very hard in the run up to the challenge and we are delighted that wecould help him achieve his goal.”Phil Gibson is pictured with his grandson Alexander and Adam Bewley of Bannatyne’s,Carlisle.


Helen Skelton-Myler inspires young girls from Handsworth Grange Community SportsCollege to get active. Photo credit: Trevor Smith.

Ex-Blue Peter starhopes to inspiregirls to be active By Christina Eccles

FORMER Blue Peter presenter HelenSkelton-Myler has visited Sheffield toinspire more than 100 school girls toget active.

Helen, who now presents FAWomen's Super League footballmatches for BT Sport, met pupilsfrom Handsworth Grange CommunitySports College to take part in theVirgin Active Active Inspiration day ofsport and fitness.

Held at the University of Sheffield, inpartnership with the Women's Sportand Fitness Foundation, the girls tookpart in a range of sporting and fitnessactivities, including boxing, footballand netball.

They also got involved in a series ofworkshops during the day whichfocused on their ideal leader and rolemodel, marketing and communica-tions, and their ideal session.

Kat Clarke, from South YorkshireSport, which helped to organise theevent, said: “Research by WSFF hasfound that girls engage with sport indifferent ways to boys and the deliv-ery of sport in schools and the localcommunity can be shaped to havegreater impact and appeal.

“Handsworth Grange School has

been selected to work in partnershipwith WSFF to develop a pilot pro-gramme allowing year seven girls tohelp design their own programme ofphysical activity incorporating a num-ber of different sporting and fitnessactivities, to help young girls changetheir attitudes to activeness.”

This pilot programme will take placein partnership with Virgin Active,whose campaign Active Inspirationaims to address rising levels of youthinactivity and give 500,000 youngpeople access to activity over the nextfive years.

The programme will run for 10weeks, generating information for theWomen's Sport and FitnessFoundation to help shape nationwideschool sports engagement pro-grammes.

Kat added: “The project will workwith the girls to devise and carry out aprogramme of physical activity bothin school and the community.

“South Yorkshire Sport will be sup-porting the programme in helping tocreate community wide opportunitiesfor girls in the area, through the satel-lite club programme, which will allowfor a female focused communitysports club to be developed on theschool site.”

WATTBIKE has lent its support tothe United States OlympicCommittee by supplying bikes foruse across a range of sports.

The Wattbikes will be located atUSOC’s Olympic Training Center, astate-of-the-art sports medicineand sport science facility cateringtomore than 500 athletes andcoaches.

Marketing director Alex Skelton

said: “This announcement of a newfleet of bikes to support the UnitedStates Olympic Committee rein-forces the Wattbike’s reputation asthe premier indoor training bike forelite coaches and athletes.

“The versatility of the Wattbikeacross a range of sports and train-ing scenarios will really add valueto USOC’s ambitions for success onthe international sporting stage.”

Wattbike supports Center

PAVIGYM has appointed a new UKsales director, Alan Cuthbert.

Alan, who has over 20 years of expe-rience in the health and fitness indus-try, will use his industry and technicalexpertise to drive UK sales for thesports flooring solutions company,managing the business in the UK, aswell as working collaboratively withexisting distributors of Pavigym’sproducts within the UK.

He said: “Pavigym’s longevity in the

health and fitness industry is unsur-passed. As a company, they recentlycelebrated 50 years as the worldleader in sports flooring.

“To be part of a company with suchfortitude, as well as a great heritage ofproviding premier products is anexciting prospect.

“I look forward to developing salesin the UK and spreading the wordabout Pavigym’s revolutionary rangeof health and fitness solutions.”

Firm appoints UK sales director

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25 BBW 24/6/14 11:33 Page 1

26

London’s indoor cycling fans have been ‘booming’ their bodies into shape at two specialist studios where fitnessmeets fun. Christina Eccles found out more – and joined the ever growing number of BOOM Cycle enthusiasts.

Boom Cycle aims to makeindoor cycling classes funWITH successful studios already inShoreditch and Holborn and plansunderway to open more facilities, theBoom Cycle word is rapidly spreadingacross the capital.

The concept is the brainchild ofmodel Hilary Gilbert and businesspartner Robert Rowland, with classesaiming to put the fun into indoorcycling – and at the same time deliverresults.

Hilary explained: “We want to havean endorphin filled, immersive expe-

rience where exercise becomes aparty rather than a chore.

“It’s an escape. You can come in, notthink about anything else and get lostin the music. And indoor cycling doeswork. If you want to get fit, it will getyou fit.”

The key elements in any Boom classare the music – an impressive soundsystem gives riders the sense of danc-ing the night away in a club – ambi-ent lighting and instruction from topquality teachers, including Hilary her-

self, who says she has ‘the best timeever’ leading sessions.

To keep things interesting, the stu-dios also host themed rides – pastpopular sessions have included Battleof the Divas and 90s floorfillers – aswell as classes with live DJs.

And as well as a comprehensive stu-dio timetable at both sites, the com-pany has recently been running popup classes in conjunction with lulule-mon at the fitness clothing brand’sCovent Garden store, with Hilary

adding she would be keen to partnerwith other brands in the future onsimilar projects.

She added: “We’re really pleased. It’sgetting really busy. There are alwaystricky times building up a new busi-ness but the rewards definitely coverthose.

“The great thing is that other studiosare now popping up also promotingindoor cycling and once people try it,they get it. Everyone’s got their ownthing – and here we are all about fun.”

THE sign outside the Holbornbranch of BOOM Cycle encouragesvisitors to ‘Boom your way to fabu-lous’, which is what I intended to dowhen I stepped through the doors...

Having heard great things fromfriends about the classes – and seenmany fans commenting on socialmedia about how much theyenjoyed their sessions – this was oneworkout I was really excited abouttrying. And I’m pleased to say it did-

n’t disappoint.Hilary was an amazing instructor –

passionate, motivated and energetic– and as I was a bit nervous abouttrying my first class, she put me atease straight away; helping me to setup my bike and get into positionbefore the session got underway.

I loved the concept of the studio; atop quality sound system whichwouldn’t be out of place in theworld’s best super clubs, atmospher-

ic lighting and a playlist of highenergy tunes all came together tocreate a fun vibe, transporting mefar away from the hustle and bustleof daily life.

The fitness benefits of indoorcycling can definitely be felt too andby the end of the 35 minute session– which flew by – not only did I feellike I’d had a great workout, I’d alsohad lots of fun.

Before I tried this class, the idea of

indoor cycling didn’t particularlyappeal to me but after just one ses-sion, I’m a definite convert and leftthe studio with a big smile on myface.

Next time I’m down in London, I’lldefinitely be back for more. Andwith ambitious plans in place toexpand the business even further,I’m hoping that before too long, we’llbe able to experience the BOOMCycle beats back here in Barnsley!

Energetic, enjoyable class doesn’t disappoint

Music plays a key element in the Boom Cycle classes, which were designed by model Hilary Gilbert (left). The sessions have proved popular since they were launched.

The BOOM Cycle specialist studio in Holborn is one of two to have opened in London to date.


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NEW TO THE INDUSTRY BUT ALREADY MAKING AN IMPACT? 27

By Christina Eccles

BRIDGEND Recreation Centre hasbeen completely transformed follow-ing a £4.5m development project todeliver a one stop destination for thelocal community’s leisure needs.

The ambitious project started inOctober 2012 and Pulse, in partner-ship with Halo Leisure and GLL, hasmanaged every element of the design,build and fit out to totally remodel

the facility. Managing director of Pulse Chris

Johnson said: “As a leisure operatorourselves, we understood the impor-tance of minimising the impact of thebuild on current customers.

“Developments have taken place inthree phases so the centre could stayopen throughout the work.

“We also know first-hand exactlywhat customers want from their localleisure facility and how best to max-

imise space to ensure everythingworks together seamlessly and effi-ciently.”

Improvements to the centre haveincluded a newly relocated entrancecomplete with cafe; an enlarged gymand enhanced studio space; the intro-duction of a new 10m climbing walland a new thermal suite and spa.

Director of projects at Pulse AronNassim added: “We are absolutelydelighted with the outcome of the

redevelopment.“It’s a superb addition to our portfo-

lio of development programmes andthe careful design and architecturehas truly maximised the existingspace.

“The £4.5m investment has com-pletely transformed the facility andcreated a welcoming, inspiring andsustainable space that will continueto be at the heart of the Bridgendcommunity for many years to come.”

Centre’s £4.5m transformation completed Improvements to Bridgend Recreation Centre have included a newly relocated entrance complete with cafe (left) and an enlarged gym and enhanced studio space (right).


27 26/6/14 16:22 Page 1

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ENTER YOUR CLUB FOR A TOP INDUSTRY AWARD... 29

THE Health and Fitness Expo is readyto explode onto the fitness scenewhen it takes over 65,000 sqft of spaceat Event City in Manchester onOctober 11 and 12.

As the largest health and fitnessexhibition in the UK, over 210 brandshave already signed up to showcasewhat they have on offer. Over 20,000visitors are expected to attend, spend-ing upwards of £1m over the two-dayevent.

The show has already made a hugeimpact abroad, originally launchingin Dubai two years ago, so organiserswanted to recreate the buzz, excite-ment and success on UK shores,where demand was high for an eventof this caliber in the North.

Director at Health and Fitness ExpoSyma Ansari said: “The health and fit-ness market in the UK is continuouslygrowing and we wanted to tap intoand even conquer that market byoffering an exhibition that coverseverything under one roof.

“Other shows run throughout the

year but we wanted to offer a littletaste of everything in the health, diet,fitness and wellness sphere so thatconsumers have access to everythingthey need to embark on a newlifestyle and start their journey confi-dently.”

The show has been split into eightdifferent categories, all of which arecolour-coded so that they’re easy tofind.

Categories include:� General health and fitness prod-ucts.� Technology and gadgets.� Wellness and nutrition.� Group training.� Fitness wear.� Beauty.� Strength and conditioning.� Health advice.� Live demonstrations.

The Health and Fitness Expo is anabsolute must-attend event for anycompany looking to raise their profilein the health and fitness industry andreach out to potential new customers.

Explosive launch planned forThe Health and Fitness Expo

Four-time world boxing champion and founder of the Hatton Academy, Ricky Hatton hasbeen honoured with an award from the WBC in recognition of his career and charitablework. He was given a medal and commemorative plaque as part of the WBC Cares pro-gramme, which aims to help children across the world overcome issues such as bullyingand encourage positive role models. Former world welterweight champion John H Straceymade the presentation at a dinner in Bury.

Pulse supplies MoDwith £2m worth offitness equipmentINDUSTRY supplier Pulse has pro-vided over £2m worth of fitnessequipment to the armed forces inits first year as an approved suppli-er to the MoD.

The company’s in-house productdesign team has worked closelywith the MoD, modifying severalpieces of equipment to make themmore suitable for the fitness needsof the troops.

Adaptations have included addingfitness testing programmes to theCV range, extending the weightstacks and increasing the top speed

of the treadmills.Key account manager for govern-

ment services at Pulse BenSteadman said: "As a British com-pany, we are proud to be support-ing British troops.

"Our equipment range is of thehighest quality and durability andone of the most cost effective in theworld.

“This combined with our ability tomodify equipment to meet theenhanced needs of the armedforces, makes us the ideal supplierfor the MoD."

Pulse has modified several pieces of equipment to make them more suitable for thefitness needs of the troops.


29 27/6/14 09:39 Page 1

CAN YOUR CLUB FLY THE FLAG FOR YOUR LOCAL AREA?30

IMPULSE Leisure has signed atwo-year partnership with theAmateur Swimming Associationin a bid to get more people intoswimming, to help improve theiroverall health and fitness. .

As well as improving levels ofparticipation in general swim-ming and swim tuition, one of theobjectives of the PartnershipProvider Programme is toincrease the amount of schoolsutilising Impulse Leisure’s poolsto aid in their achievement of KeyStage Two criteria. This aims toensure all primary school chil-dren can swim 25m before goingon to secondary school.

ASA divisional manager forLondon and the East of England,Mark Burgess, said: “The ASA iscommitted to working with swim-ming pool operators to increasethe number of people that bothlearn to swim and swim regularly.

“To that end, we are delighted tobe working with Impulse Leisureon a range of initiatives as part ofthe Partnership ProviderProgramme and look forward tothe positive results that this part-nership will bring.”

Partnershipto get moreswimming


Use the F word moreto improve memberretention – part twoBy Dr Paul Bedford

WHY do we need an increased level ofinteraction with members? Becausethese consultations and interactionsprovide an opportunity to stress theimportance of frequency of visit andits impact on goal achievement.When we begin to discuss exerciseadherence we move from the mem-ber’s financial behaviour, to their fit-ness behaviour.

In physical activity and exerciseresearch, adherence is measured bycomparing the number of exercisesessions prescribed, compared to thenumber of sessions completed. So toachieve 100 per cent adherence, ifthey have predicated a frequency of12 sessions in a month they mustcomplete 12 sessions in a month.Completing nine out of 12 is reportedas 75 per cent adherence. It is alsopossible to exceed 100 per cent if themember completes more than 12 ses-sions.

Advise those new to exercise tobegin by focusing on monthly targets– 12 times per month, rather thanweekly targets, as this provides anopportunity to catch up if sessionsare missed. You may also want toinclude the expression “build up to”12 times per month, allowing them tochange old and establish new exercisehabits.

It is important to improve visit fre-quency for two reasons. Firstly theresults members aspire to require acertain frequency of attendance tostimulate the body to make thedesired changes. Secondly we canaccurately predict that if they aren’tcoming they won’t get their desiredresults and will eventually stop pay-ing, resulting in a loss of revenue. It’sa lose, lose for member and club.

Past and present studies continue touse a simple question a short whileinto the membership to assist in thepredicting member behaviour:

“How confident are you that you willstill be a member in six months?”

Follow up research on the samesample of members shows thatresponses to this question are accu-rate. If member confidence is boostedat 12 weeks, high risk members are farmore likely to reach the six-monthmark. It has also been found that con-fidence at 12 weeks is significantlyhigher among those members whohave received inductions, personalprogrammes and follow up reviewsand have been frequenting the club.

Data shows that people who use agym four times a month are twice aslikely to be active participants. Ifmembers leave a two week gapbetween visits in the early stages oftheir membership, their drop out riskincreases dramatically.

Clubs should look to run reportsfrom their operating systems thatindicate these gaps in visit frequencyas it relates to length of membership.Reports should also be linked to thetime of joining to identify high riskmembers. This way you can avoidwaking sleeping members who con-tinue to pay believing they will returnsometime in the future when theirdiary eases up, and long standingmembers who happen to be on a longholiday.

Developing a strategyKnowing that the first three months isa key stage in the formation of mem-ber behaviours, means specific strate-

gies can be developed.In the early weeks/months ensure

members receive a consistent level ofinteraction to help them feel comfort-able and acclimatise to the new, oftendaunting, gym environment. Providethem with assistance in achievingtheir frequency goals and set rangesof attendance 10-12 visits per month,not absolutes. Consider building themember up from an initial six- eightto 10-12 per month over the first fewmonths. Remember that overachievement, more visits than origi-nally planned, is a better motivatorthan underachievement.

Once a personal programme hasbeen developed, track their usage forany long gaps in attendance.Recognising each visit as an achieve-ment and congratulating them on itwill boost confidence and make theirvisit far more rewarding.

For members of four – nine months,maintain regular communication butrecognise that as confidence grows,they may not need the same level ofintervention.

Review their visit frequency toensure maintenance of their exercisebehaviour. Introduce rewards andpromotions whereby they can bring afriend or their family for the day.Little gestures of recognition can go along way towards making membersfeel valued and appreciated. It alsodrives additional visits.

Veteran gym goers are likely to be farmore self motivated and will hopeful-ly feel ownership and a sense of itbeing ‘their gym’. Think about howyou can reward their loyalty andwhen this should happen, eachmonth or each additional year ofmembership. � Dr Paul Bedford is the fitnessindustry’s leading authority on reten-tion, attrition and customer experi-ence management and the author ofThe National Retention Report. Youcan find out more at www.reten-tionguru.co.uk or by following@guru_paul on Twitter.

Dr Paul Bedford

FITNESS First has announced apartnership with the BritishOlympic Association, which willsee the operator become TeamGB’s first official fitness partner.

Fitness First will support TeamGB athletes with its facilities asthey embark on their road to theRio 2016 Olympic Games.

UK managing director MartinSeibold said: “As two organisa-tions who believe in the ability ofexpert support teams to motivateand inspire greatness, we lookforward to working closely withthe British Olympic Association tosupport Team GB athletes andFitness First members.”

Chain partnerswith the BOA

30 24/6/14 14:34 Page 1

31 fluid rower 24/6/14 11:35 Page 1

Taking Health and � tness back to the future According to many senior professionals in the health & fi tness industry the 90’s were the heyday for growth in our industry. The pioneering health clubs possessed an aura of prestige, membership prices were high, facilities were glistening, personal trainers were viewed as elite professionals and the club manager themselves was a key infl uencer in the local community.

Now many can argue that the success these clubs experienced was simply down to the fact that the concept was new to people and therefore fashionable; but we believe it was more than that….

The key component of this success was the sense of community that came with the club; once you were in you were part of the “community within the community” and benefi ted not just physically by keeping active, but spiritually and emotionally from the peer-bonding and sense of belonging that came with the country club-esque environment.

But then times moved on…. In our never-ending pursuit to get “more people,

more active, more often” the focus shifted; from an industry focused on the people to an industry focused on numbers. More facilities appeared in the market place and in order to make health and fi tness more accessible to more people prices dropped but this came at the sacrifi ce of service and individuality. Instructors and personal training qualifi cations have become so commonplace that instructors are no longer mentored they’re churned out; ill-prepared without the people skills necessary to thrive in what is fundamentally a people business.

During my fi rst role in the health and fi tness industry, for a well-known chain of health clubs, the very fi rst thing I was taught about the industry was how we work out our rate of attrition and how many memberships we had to sell each month to cover that; I was never once in my tenure with this organisation taught about their customer service principles – this was only 7 years ago.

The state of play now is that facilities exist with close to 10,000 members charging less than I spend at Starbucks each month and have nearly

no employed staff to service the army of members they’ve assembled. This fact is in no way an attack on this particular type of facility, what we call a budget gym; what this particular segment of our industry has done is break down a psychological barrier with our consumers, enabling even the most novice exerciser to make the fi rst step towards a more active lifestyle; their only failure is that once these newly attracted members are in their facilities the only support they receive are informational products which are no substitute for personal attention.

So what happens now?Less than 12 months ago, led by my innovative

directors Sean Thornton & Ceri Smith, we launched our new health club in Lancaster. Since its inception 3-1-5 Health Club has grown to house 4500 members in only 8 months….. and we charge £45 per month for membership – no easy task I’m sure you’ll agree.

Both Sean Thornton and Ceri Smith started their careers in the UK Health & Fitness industry in the 1990’s. Even though they did not know how, when or why they always had the drive, motivation and strived to achieve the goal of owing a Health Club that would be renowned for be the Best in the World. A family friendly ‘third space’ for members and be known for delivering the highest standard of service, great results and a commitment to excellence. Its only now, many years later that this vision has been willed into reality.

The success of the club has been attributed to a few main principles it operates by;

Creating a third space: 3-1-5 Health Club is something more than a gym; our club wasn’t created to be a place that people go to “spend”

their free time; instead we want our members to view our clubs as an extension to their lifestyle, a place where the entire family can be together, doing things they enjoy, in an environment people want to return to. 3-1-5 is somewhere with the ambience and vibe to make anyone of any age comfortable; as well as make exercise, getting fi t and staying fi t an enjoyable experience – a hub for the community feeding the physical, social and emotional needs of our customers.

Putting people at the forefront of the business: A club with the potential to be world class needs a world class team. The team that was carefully crafted at 3-1-5 Health Club weren’t employed because they had the best CV, the most qualifi cations or had the most experience. Yes the team are qualifi ed, yes the team have experience but their selection as part of our journey was almost primarily attributed to their personality; are they personable, do they have passion, do they truly care about other people, do they take ownership. Amongst our team we have an Olympian and Commonwealth gold medal winner, a 24 year old who built the most talked about swim school in the region from scratch, a former footballer, a former marine and the university drop-out typing this article who’s entrusted to oversee all the marketing for the company. Our core genius is embraced and we as team members are given the license to fl ourish rather than be confi ned to a job specifi cation with the guidance and support of directors we trust implicitly.

Members are more than numbers: Every person that walks through the door of 3-1-5 Health Club is greeted with a smile, when they walk onto the gym fl oor our team of fi tness professionals

ADVERTISER’S ANNOUNCEMENT

Taking Health and � tness back to the futurecheck-in with them to see how their programme is progressing, when they visit our café bar the team catch up with them on day’s events, when they have a dip in the pool our aqua team will see if they want to try something new and fun, the kids play area is always a hive of activity. In fact the most common “complaint” we have is that people constantly lose track of time when at the club – something we don’t mind disclosing!

Our club is hosted, not manned. Involving the local community in all we do:

Whether its organise regular social events for both members and non-members, doing talks and activity days a local schools, supporting local business events, working with the local press and radio to deliver local public initiatives and the message of embracing an active lifestyle; we’re there, every time. When we initially refurbished the club nearly all suppliers were local companies. Our regular suppliers now are primarily local businesses; all the food in our café bar is locally sourced, our maintenance is handled locally and even the beer served in our lounge is brewed locally. Now those of you reading this that are marketing savvy will realise that by being everywhere and working with as many local concerns as we can means we become the fi rst port-of-call when someone is looking for a health club; and you’d be completely right.

However, we’re not out to cull any and all competition. A short hop away from us in a town called Morecambe is a local community boxing gym, ran by an equally inspirational individual to our directors, whose primary focus is to engage troubled teens through getting them involved in regular physical activity; we support this club by providing our marketing expertise and resources, operational prowess and our time. We co-exist and work together in our drive for our common goal.

Embracing the local media: Often I speak to fi tness professionals about what they do with their local media outlets; and more often than not the general theme involves haggling. Instead of going back and forth trying to squeeze every last penny

out of the local media we befriended them, we made them part of our team; and we’ve all reaped the rewards of working in partnership. Over the last year we co-created campaigns that focus on creating a vibe that would inspire people towards the fun aspects of being active. Not to create gym junkies but to inspire activity through fun and social interaction. Bringing people together. Amongst our successes were: “The Bays Biggest Loser” which pitted local radio presenters against each other, “The Phantom” a bounty hunting competition which focused on local activity locations – exposing more people to their local options and “Cool school of the week” - encouraging and motivating kids to the positive impact of sport and play.

But we’re not completely stuck back in the 90’s…..

We never lose sight of the core purpose people will join a health club; to get fi tter, slimmer, faster or stronger. We can also provide anyone, of any age and any ability the results they crave by joining a health club in the fi rst place; and we have embraced the newest and most innovated technology that assists that goal – It’s called X-Force.

X-Force was developed from the original concept and notion in 1970 of the importance and effi ciency of muscle training and development to accentuate the negative. The fi rst strength machines developed since 1970 were based on a fl awed plan and it took a genius moment of conversation supported with 40 years of technological advancement to create the nirvana of strength training machines and bring to life the blue print behind the original concept of strength training machines.

The key to our success in the fi tness department is hinged on the X-Force negative training equipment and the extraordinary results it’s able to deliver for every ordinary person. The accompanying 3-1-5 exercise concept has been widely touted as the future of fi tness, providing a solution to effective results in a timeframe within the expectations of even the most savvy buyer.

Being able to provide members with physically visible and sustainable results means our members are happier, which means they participate more often and pass our message on; coining our mantra of “Raving Fans, Participating Regularly, Referring Friends.”

Create the next evolution of health clubs yourself

If we’re being honest, we always knew 3-1-5 Health Club would be a massive success, and it’s because of that success that we’ve decided to roll-out the concept in what we call our 3-1-5 partner programme.

Similar to a franchise except we’re not asking anyone for massive sums of money up front, we provide all the support and tools necessary to operate a club just like ours; the X-Force equipment, marketing support, training, operational guidance, fi nancial planning and even a set territory so nobody around you can provide the same. Essentially we provide the support network but partners still operate like their own business under their own name, it’s like having an older sibling to look after you.

Are you looking for a market differential to stand out from the crowd and say “We are different”?

We’re not looking to work with anyone and everyone. We’re looking for passionate and driven individuals who want to add a differential to their offering that nobody else can; these can be existing independent operators or an individual looking to set up a club from scratch. We’re extending an invitation to anyone who wants to emulate what we’ve done to come and visit 3-1-5 Health Club Lancaster and experience the vibe for themselves.

This is your opportunity to create a business truly different from any other health club and be part of a historical industry shift. Be independent and truly stand out from the crowd. To discover the vibe of 3-1-5 and fi nd out more about this unique training concept and grow your business both holistically and profi tably, contact me to arrange your discovery visit today [email protected]

ADVERTISER’S ANNOUNCEMENT

www.x-force.co.ukT: 01524 230 875

MEMBERSHIP MARKETING SOLUTIONS34 www.nationalfitnessawards.co.uk

SINCE 1990, Creative FitnessMarketing has helped club ownersacross the world.

In 2013 we sold over 50,000 mem-berships through our innovativeMemberdrive campaigns. We are stillthe World’s leading member driverand we still bear all the financial risk.

CFM can drive 200-700 membersthrough the door in six weeks – how-ever, our clients want a long termlegacy as well, so we give them:� Long term cash flow direct to thebottom line.� A large boost in secondary spend.� Referrals from the new members.� The large-scale awareness thatcomes from 30+ advertising streams.� A springboard to launch the club toa profitable and progressive future.

We provide clubs with all the adver-

tising, the sales staff, the materials,the design, the telemarketers, the cor-porate and guerrilla marketing initia-tives, and the experience to enrolbetween 200-700 new members onDirect Debit memberships.

We are national partners inChange4Life which means we capturemembers you wouldn’t normallyreach. Your club will be aligned in thecommunity with a national brandwhich has been researched to be oneof the most recognisable consumerbrands in the UK today.

Call now to have a chat about yourclub and how we can help make thisthe most profitable summer you haveever had.If you would like to boost both your mem-

bership and importantly your net profitthen give us a call on 0115 777 3333

Helping club owners aroundthe world for 24 years ...

By Christina Eccles

MARKETING used by sports and fit-ness clubs still plays to traditionalgender stereotypes, new research hasrevealed.

A study conducted by PH MediaGroup has found the typical voiceprofile used by clubs in their audiobranding is male and aged 45 to 55.

According to research, the mostpopular voice is also authoritative,trustworthy and motivated in tone,but the audio branding specialistadvises a female voice may be equallyas effective, particularly given chang-ing attitudes towards gender roles insports.

Director of voice and music at PHMedia Group Dan Lafferty said: “Thefact the most popular voice used insports and fitness marketing is malewill come as no surprise, given tradi-tional perceptions of the industry.

“That the voice is middle-agedmight seem slightly unusual but thisis perhaps because an older, deeper,masculine voice can be used to con-vey a sense of authority, especiallywhen combined with corporatemusic.

“But that doesn’t mean it will neces-sarily be the best fit across the boardand companies should use a voicewhich best reflects their products,customer base and service proposi-tion. A feminine voice might often beappropriate to reflect a changing cus-tomer base, given the increasedprevalence of women in sports. Thefeminine voice can be equally author-itative but is also perceived as sooth-ing and welcoming.”

The research audited sports and fit-ness clubs’ on-hold marketing – themessages heard by callers when theyare put on hold or transferred – toreveal which voice and music is mostwidely used.

The most popular music tracks werenatural, relaxed and friendly in style,designed to convey an approachable

and helpful image, appropriate in anindustry where customers regularlyseek expert advice.

Many firms opt to use popularmusic tracks but, due to existing emo-tional associations, these tracks areoften unsuitable in convincing a cus-tomer to buy.

Dan added: “Sound is a powerfulemotional sense. People will oftenattach feelings, both positive and neg-ative, to a piece of commercial music,which will be recalled upon hearing it.

“Placing a piece of commercialmusic in an on-hold situation, nomatter how cheery and upbeat it mayseem, is a lottery of the individual'sprevious experience of the track.Using commercial music is also asquare peg, round hole scenario, tak-ing a piece of music and trying tomake it fit a new purpose to convey amessage it was never intended to.

“A bespoke music track starts fromthe ground up, with each elementforming or reflecting the brandproposition, and with there being noprevious exposure among the clientbase. The physical attributes of thetrack – whether major, minor, fast,slow, loud or quiet – are used to com-municate emotional meaning, ratherthan the personal experience of theindividual.”

Voice of the fitnessindustry is male,research reveals

Dan Lafferty

34 27/6/14 10:41 Page 1

35 CFM 24/6/14 13:01 Page 1

MEMBERSHIP MARKETING SOLUTIONS36

ASHBOURNE supports its customerswith a whole suite of marketing tools,all part of our all-inclusive collectionservice.

Starting with the first likely contactwith a prospective customer, add oursmart new online sign-up form toyour website. Your membership pack-ages and benefits can be highlightedand people can join straightaway, asthe first payment can be taken bycredit card.

Once a member has joined, use ourDashboard+ facility to monitor mem-bers’ attendance patterns and then

text them direct from our system withtargeted messages – a great retentiontool.

We can organise personalised A6colour postcards at preferential ratesfor you to mail out or door-drop. Evenbetter, we’ll provide a quantity ofthese postcards free of charge as areward for referring onto us a gymwhich then uses Ashbourne for itsmembership collections.

To find out how Ashbourne can supportyour marketing, call us on 0871 271 2088 or

email [email protected]

All-inclusive marketing support

By Olivia Taylor

SCOTTISH leisure trust InverclydeLeisure has implemented a new soft-ware system which will give cus-tomers access to a wider range ofonline services, improve customerservice and reduce queues and pres-sure on front of house staff.

The organisation, which operatessports and community facilitiesthroughout Renfrewshire and servicesmore than a million customers, hasintroduced Legend Club ManagementSystem’s leisure management solu-tions across 13 facilities, giving cus-tomers online access to a wide rangeof services, such as being able to bookonto sports course via the web pageor mobile app.

Chief executive Kieron Vango said“The Legend system provides usgreater functionality for both our-selves and, crucially, our customers.

“Our previous system focused solelyon front of house – specifically the till– and had limited functionality.

We wanted to improve our engage-ment with customers at every part ofthe journey. The new integrated sys-tem does exactly that, providing cus-tomer’s access across all online chan-nels; the website, mobile and tabletdevices.”

Inverclyde Leisure will also useLegend’s Powerhouse Energy manage-ment tool to target savings on utilitybills, reflecting the growing role thatICT and technology is playing in theleisure services industry.

Kieron added: ‘’Technology hasbecome phenomenally important. Weare a customer-facing industry and,whilst customer service will always bethe number one priority, it’s clear thattechnology has a massive part to playin improving how we engage andinteract with our customers.’’

Software set to improvecustomer experience

GLL has implemented a new softwaresystem to simplify the managementof the 68,000 people taking part in les-sons and courses across its centres.

CoursePro, devised by Cap2Solutions, was originally designed tosupport swim-schools, but now theprogramme management software isbeing used by leisure companies toadminister a wide range of activities.

CoursePro removes paperworkprocesses from teachers and coaches,who log activity in real-time using aniPod. The software enables fast andaccurate administration, course co-ordination, up to date reporting andparental interaction via a HomePortal,where customers can view teacherfeedback, re-enrol and pay for futurelessons.

System simplifies management


36 24/6/14 14:35 Page 1

WANT YOUR ACHIEVEMENTS TO BE RECOGNISED? 37www.nationalfitnessawards.co.uk

HARLOW Leisurezone is undergoing a£400,000 redevelopment programmeof one of its indoor tennis courts toinstall a new three-storey children’ssoft play centre.

The work is a joint project betweenfacility development companyAlliance Leisure, leisure design and

build specialist Createability and sup-plier the Soft Brick Company.

As part of the redevelopment, anacoustic wall has been installed toseparate the soft play area from thetwo remaining tennis courts, as wellas blocking off a viewing balcony tothe adjacent squash courts.

Air conditioning has also beeninstalled along with modifications tothe electrical services and redecorat-ing.

The facility will include slides, aglide rail and a section for youngerchildren, as well as a cafe and seatingarea for parents.

Harlow Leisurezone to create kids’ soft play centreThe £400,000 redevelopment programme will see an indoor tennis court turned into a three-storey soft play area.

A SERIES of upcoming regionalforums, which will see public healthofficials, commissioners from localgovernment and physical activity sec-tor leaders join together to tackleinactivity across the nation, are nowat full capacity, with more than 650delegates confirmed to attend fromover 450 organisations.

The Moving More, Living Moreforums in London, Leeds,Birmingham, Bristol and Cambridgehave been designed to develop along-term, cross sector approach toaddressing the inactivity problem andare the result of a partnershipbetween ukactive, Public Health

England, the local GovernmentAssociation and the County SportsPartnership Network.

ukactive CEO David Stalker said:“The physical inactivity battle is ageographically nuanced one andneeds heavyweight attention and atruly collaborative approach, if we’reto stand a fighting chance of improv-ing the health of the nation.

“These events are nationallyresourced, but locally determined, sowe have a unique opportunity toestablish effective frameworks thatwill shape the strategies for gettingpeople active across the country.

“Operators are at the coalface of the

challenge on a daily basis, so this is agreat opportunity for them to engagedirectly with wider stakeholders onthe issues that matter to them.

“We’re absolutely delighted by thisphenomenal response which clearlydemonstrates the strong appetiteamongst cross-sector leaders nation-wide for a collective approach to tack-ling inactivity to improve the healthof the nation.”

The forums will look at the correla-tion between physical inactivity andhigh health service costs in local com-munities and also identify evidence-based interventions that effectivelyaddress low levels of physical activity.

Regional forums now fully booked

Over 350 people from the worlds of sport,media and business gathered at an eventdesigned to celebrate the achievements ofwomen in sport. Attendees at the Women’sSport Trust’s #BeAGameChanger eventgathered to hear the four England women’scaptains Steph Houghton (football), PamelaCookey (netball), Charlotte Edwards (crick-et) and Katy McLean (rugby) on a paneltogether for the first time. Hosted bybroadcaster Alice Arnold, the audience alsoheard from high profile attendees includingJudy Murray and Sophie Christiansen, aswell as speech by broadcaster Clare Baldingwho called for everyone in the room toplay their part to bring parity for women’ssport in terms of media coverage and spon-sorship. Along with their sponsorship of theevent itself, Microsoft also announced itwill be title sponsor of the Women’s SportTrust’s #BeAGamechanger Awards for thenext three years.

A DEVON Leisure centre is benefit-ing from the latest in technologyfollowing a kit upgrade from Precor.

Mid Devon District Council hasupgraded equipment at its ExeValley Leisure Centre in Tiverton, aspart of a refurbishment andredesign project.

The studio now showcases 21 sta-tions of Precor cardiovascularequipment, all featuring P80 touchscreen consoles and Precor’s Prevanetworked fitness software, a cloud-based platform incorporating asuite of tools to help both operatorsand exercisers achieve their goals.

An additional 13 stations of resist-ance equipment are also on offer inthe main gym, along with a separate32 sqm free weights room.

The centre will also use Preva aspart of its ongoing GP referral workwith local surgeries to track theresults achieved for referredpatients.

Kit upgradebenefits ExeValley Centre

MATRIX Fitness has revealed a part-nership with FitPro, including titlesponsorship of the FitPro Live 2014event.

Taking place on July 18-19 at ExCelLondon, Matrix Fitness ambassadorSteve Barrett will also be among theworld’s top fitness presenters, aspart of the speaker line-up for thetwo-day event.

Managing director Jon Johnstonsaid: “Sponsoring the FitPro Liveevent – which showcases cutting-edge products and services for thefitness industry – represents a per-fect partnership for Matrix Fitness.

“The influence that fitness profes-sionals have within the industryshould not be underestimated, andwe are delighted to be involved withan event that recognises their con-tribution through the FitnessProfessional Awards, and supportstheir development.”

Matrix Fitnessnamed FitProLive sponsor

A TEAM from award winning inde-pendent club Rigs Fitness are put-ting themselves to the test by takingpart in a challenging Tough Mudderrace this September.

Over 20 members are amongthose taking part, with the teamhoping to raise at least £2,000 fortheir chosen cause, The FireFighters Charity.

Donations can be made via theclub’s Just Giving page:https://www.justgiving.com/rigs-fitness

Club to tackleTough Mudder

37 26/6/14 16:28 Page 1

GROUP EXERCISE38

CLASSICALLY trained dancer RachelWithers has combined her love ofdancing with a passion for fitness tolaunch a new group exercise class.

BalletBeFit is a 60-minute class thatfocuses on fun routines performed toa mixture of traditional ballet musicand recent pop tunes.

Music is provided for instructors,although many choose to create theirown playlist, and sessions have beengoing down well with women of allages.

Equipment needed is also kept to a

minimum, members only need accessto a ballet barre or chairs for supportwork and a mat for floor work, mak-ing it easy for instructors to set upbefore sessions begin.

Rachel said: “Ballet dancers are sograceful and poised, but that takespractice and a very strong body, so alot of the class is based on strengthen-ing and toning.

“But we all know that it’s cardiowork that makes you work up a sweat,so cardio elements are also incorpo-rated into the class.”

BalletBeFit focuses on fun routines performed to a mixture of traditional ballet music andrecent pop tunes.

Rachel combines her twoloves for BalletBeFit class

A LEISURE operator has launched acampaign to encourage customers toparticipate in more outdoor groupexercise sessions.

The Great Outdoors Campaign –organised by sport and leisure man-agement company Fusion Lifestyle –aims to increase fitness participationin the community, while also educat-ing current and potential users aboutthe range of activities available acrossthe whole Fusion network.

The Great Outdoors season will seethe organisation running over 440outdoor exercise classes and sessionsat leisure centres across GreaterLondon, the South East andMidlands.

It follows findings from a surveycommissioned by Fusion, whichrevealed 43 per cent of members felt acombination of fresh air and physicalactivity helped improve mood andfeelings of wellbeing, while a thirdbelieved a combination of indoor and

outdoor fitness activities kept themmore interested and motivated toexercise.

Product development manager atFusion Lifestyle Darren Andersonsaid: “Exercising outdoors is widelyacknowledged as an effective way tohelp boost mood and keep peoplemotivated to exercise for longer.

“At Fusion we have a huge range offacilities across the estate which allowour customers a number of ways toexperience the benefits beyond thewalls of a gym.

“We hope this new programme willraise awareness of these fantasticfacilities.”

The scheme is supported by a cus-tomer microsite, which enables peo-ple to search by category to find thebest ways to improve their fitness.

Activities range from bootcamps totennis, running and golf, with usersalso able to view a full schedule ofoutdoor classes for each centre.

Programme wants toget customers doingmore outdoor fitness

OVER half of general entries havebeen sold for Sure Run to the Beat – anew 10k event which combines run-ning with live music from several topacts.

The event spent six successful yearsas a half-marathon, hosting 96,000runners and headline acts includingJessie J and Tinie Tempah, but returnsthis year as a shorter, more accessible10k distance, starting and finishing atWembley Park.

Managing director James Robinsonsaid: “We delighted to see entries sell-ing so quickly after changing thingsfor 2014.

“It’s great to see so many first timersbooking their place on the start line.

“Having hosted half marathons forthe past six years we felt it was impor-tant to engage with a new runningaudience and give 10k runners orthose with 10k as a goal, the chance toexperience our unique sell-out event.”

Places selling well for 10k event

A GROUP of 2,000 fitness fans andinstructors descended on London’sAlexandra Palace for a day of classeshosted by Les Mills.

GFX saw attendees partake in aday-long fun-packed schedule,which featured all of Les Mills’ 13studio fitness classes includingBODYPUMP, BODYCOMBAT andRPM. Fans cycled, boxed, stretched,ran, weight-lifted and dancedaround the iconic London land-mark, participating in classes leadby international and UK instructors.

The event also featured the secondleg of the LES MILLS GRIT

Championships. The winning team automatically

gained entry to the UK Finals wherethey will face other regional winnersfrom Glasgow, Belfast and Liverpoolat the final GFX event in November.

Head trainer at Les Mills Dave Kylesaid: “People from all over the coun-try travelled to GFX to take part intheir favorite Les Mills classes, butalso to try new programmes.

“It was really inspiring to see peo-ple take time out on the weekend toexercise; at Les Mills our ultimategoal is to make the planet healthyand fit.”

Fitness fans come togetherfor day of Les Mills classes

GFX at Alexandra Paace attracted 2,000 fitness fans and instructors.

A range of adult dance classes are going down well with members at a Salford leisure cen-tre. Customers including Rosemary Hollowfield (pictured) – who attends classes at Swintonand Pendlebury Leisure Centre – have been enjoying sessions such as ballet, tap and streetdance, which have been added to the programme by operator Salford Community Leisure.Assistant dance development officer Faye Hollowfield said: “People who come to my adultdance classes have said they love that they can return to dancing or start from scratchwithout feeling self conscious. All adult dance classes are accessible for beginners and forthose who want to try out a class there is no need for special tap or ballet shoes. Ballet isespecially popular as it is a graceful and relaxing way to exercise.”


38 26/6/14 16:29 Page 1

39 Les Mills 25/6/14 13:45 Page 1

GROUP EXERCISE40

The team behind Speedflex has launched a new 30 minute class, designed to provide anefficient lunchtime workout. Speedflex 30 gives people an opportunity to experience alow impact, high intensity, cardiovascular and resistance circuit-based, group training ses-sion in just half-an-hour. The fitness benefits of Speedflex include accelerated fat loss,improved muscle tone, strength and bone density and enhanced power and speed.

By Christina Eccles

A HOT new class which brings theatmosphere of a nightclub into thegym is achieving great feedback –both from instructors and partici-pants who are enjoying the concept.

Led by qualified Clubberciseinstructors, with easy-to-follow funand motivating dance routines, par-ticipants work out in a darkenedroom with disco lighting to theirfavourite club tracks from the 90sright through to today’s chart hits.

Clubbercise founder Claire Greenexplained: “We've been overwhelmedwith demand for classes and haven'teven started actively promotingClubbercise to the public yet.

“Instructors who've addedClubbercise to their portfolio are see-ing a massive increase in participantnumbers.

“We've also found that peoplewho've never exercised before areattending Clubbercise classes regular-ly and getting great results both phys-

ically and mentally. “They've told us that they feel less

self-conscious dancing in the darkand can really let go without worryingabout their wobbly bits. Plus themusic really gives them a buzz andthe glow sticks make it so much fun itdoesn't feel like exercise.”

According to Claire, classes are pop-ular because they appeal to a wideaudience and tap into the fact thatmany people of all ages love dancing.

Clubbercise also doesn’t rely on justone music genre – meaning the con-cept can move with the times andkeep up to date with the latest musictrends.

Claire added: “We've now trainednearly 50 instructors and will be run-ning as many training courses as pos-sible throughout the UK over the nextfew months to meet demand.

“We have some exciting eventsbeing planned at the moment all witha healthy clubbing theme runningthrough them and we're launchingClubbercise Under 18's classes soon.”

Concept brings nightclubatmosphere to the gym

Clubbercise participants work out in a darkened room with disco lighting.

RICHMOND’S first dedicated pay asyou go indoor cycling studio hasopened, running heart rate monitoredclasses for all abilities.

The concept behind CychoCycle isto help users achieve individual goalsat their own optimum pace; with rid-ers able to buy or borrow a Polar heartrate monitor to check their progressas they workout.

Pay-as-you-go online booking hasalso been introduced for flexibilityand classes on offer includeendurance/fat burning, strength andpower and interval training.

Studio director Sara Spencer said:“The idea behind the studio was assimple as what would be the perfectplace to train in a limited time, whereanyone regardless of their fitness level

could achieve the best results. “I didn't want people to be tied into

an expensive contract so pay as yougo was a must business model.

“We wanted something more thanjust loud music and cycling to thebeat and without overdoing the tech-nology a little more scientific training,so we can really help people achievetheir goals.

All our classes are heart rate moni-tored, with a more sophisticatedaudio visual experience.”

Sara also said that things are goingwell so far and the studio has receivedsome great feedback from riders.

She added: “The plan is to replicatethe concept nationwide without los-ing the customer focus. The riders areeverything to us.”

Indoor cycling studiooffering heart ratemonitored classes


40 24/6/14 14:36 Page 1

GROUP EXERCISE 41

BESIDES being a qualified PT, an ath-lete who competed at European leveland a second dan martial artist,KETTFusion founder Michael Ross isalso a professional actor.

One of the roles he was offered wasthat of a Gladiator trainer in an HBOseries about famous Romans and pro-ducers brought in a PT to get Michaelin shape for his role.

Besides classic gym training, he wasalso introduced to numerousKettlebell sessions. He felt these hadsuch an impact on his physical shapeand fitness, he eventually became anadvanced Kettlercise instructor.

However, he felt the 'fitness' ele-ment of the pure kettlebell exercisescould be vastly improved upon, notonly in the use of lighter kettlebells,and incorporating a more integratedaerobic element to the exercises, butby also combining a Martial Arts exer-cise format to the classes.

Fitness in this context, is meant todescribe significantly enhanced car-diovascular conditioning, whole bodymuscle toning and enhanced flexibili-ty.

The introduction of the Martial Artsexercise element also offered a com-pletely new, exciting dynamic withineach class. Lights are dimmed andtribal rhythms introduced.

After many months of research andclass trials, KETTFusion was devel-oped and in less than two years, hisclasses have grown from six in his first

class, to over 400 a week in 17 classes.KETTFusion is already established

in South West France and will beintroduced to Spain this summer.

The second one day KETTFusionInstructors course is now takingbookings for Sunday July 13, nearStockport.

Michael is also working on providingseminars for class presenters and PTs,who feel they don't have the confi-dence to face their classes or clients,and how to build up a rapport withthem.

For a demo video of KETTFusion and muchmore information, head to

www.kettfusion.com

KETTFusion – a dynamicnew exercise system

KETTFusion founder Michael Ross

REEBOK and Les Mills have revealeda new workout concept designed torevolutionise studio based fitness.

The Project: IMMERSIVE FITNESSdraws inspiration from live musicperformance technology and 360°cinema to take studio workouts to theultimate level, delivering an exhilarat-ing sensory experience for partici-pants that challenges them physicallyand mentally.

The concept surrounds participantswith high-octane cinema qualityvideo content projected onto screensof a purpose-built studio – “the box”whilst they participate in one of LesMills world-famous fitness classessuch as BODYCOMBAT or RPM.

Instructors cue exercise moves syn-chronised with motivating music andstate-of-the-art graphics, creating atotally immersive fitness experience.

Les Mills program director Les MillsJr said: “The Project adds a rich visualexperience to music and group exer-cise choreography.

Participants taking part in a cycleclass may find themselves riding upan impossibly steep glacier or sprint-ing their way around a digital velo-drome.

“In a dance class you might beimmersed in a tent at a music festival,where everybody’s dancing together.”

Following a London debut, TheProject: IMMERSIVE FITNESS willmake a promotional tour of majorEuropean cities including Stockholm,Berlin, Amsterdam, Paris and Milan,giving fitness enthusiasts the oppor-tunity to experience it for themselves.

A wider consumer launch in Europeand the United States is planned for2015.

Concept marks excitingera for studio fitness


41 24/6/14 14:37 Page 1

GROUP EXERCISE42

Fitness industry’s top trainershelp create BOSU 3DXTREMEPHYSICAL Company is launching ahot new fitness class – BOSU3DXTREME – devised by some of theindustry’s top trainers.

The class has been created byexperts Jay Blanik, Douglas Brooks,Candice Brooks, Julz Arney, KeliRoberts and Greg Sellar and combinesfunctional training with explosivecalorie blasting cardio in a teamtraining environment to get results.

BOSU 3DXTREME allows operatorsto use their existing BOSUs along withother equipment from their currentinventory to create a 50 minute, highintensity workout.

The session is based on what BOSUcall triplex training; the concept offusing cardio, conditioning and coreto achieve a lean and strongphysique.

Each class is set up in three lanes –teams one, two and three – and asmany rows as required. In the centrelane of each row are two BOSUs, withdifferent items of equipment in lanesone and three.

Each lane is then assigned witheither a cardio, core or conditioningexercise which are put together toform a triplex. Participants movearound the trixplex in their lane or‘team’ to complete a set at each sta-tion.

Sales and marketing director atPhysical Company John Halls said:

“The beauty of BOSU 3DXTREME isits simplicity.

“As well as being able to use all theirexisting equipment, instructors haveaccess to a class builder tool whichallows them to quickly generate aunique class, as often as they wish.”

Instructors can log on to the3DXTREME website, enter the equip-

ment they are using in each lane aswell as the focus of each lane. A classcan then be generated from a data-base of hundreds of combinations.New exercises and videos are addedto the database every quarter andeach exercise in the class is linked toan instructional video, includingtechnique tips and coaching points.

BOSU 3DXTREME combines functional training with explosive calorie blasting cardio.

A NORTHERN Irish gym has inte-grated MYZONE into its facility tohelp customers lead a more activelifestyle – and track progress bothon the gym floor and in groupexercise classes.

Club Class Fitness in Lisburnnow has a dedicated MYZONEchannel, which means everyscreen in the building is capableof displaying the technology.

Club manager Keith Wilsonexplained: “I’ve been in the fitnessindustry for more than 25 yearsand I’m always looking for newways to help people better engagewith fitness. I’ve seen lots of sys-tems designed to record activity,but many are expensive or poorlydesigned. MYZONE is the mostinnovative tracking system I’vecome across and I could immedi-ately see how it would integrateinto our club.”

The club has now scheduledZone Match, MYZONE’s groupexercise programme, in both itsspin studio and on the gym floor.

The club regularly runs chal-lenges, including one where amember won a mountain bike ina draw, which could only beentered if you had completed3,500 MEPs.

MYZONEinstalledat facility


42 26/6/14 16:29 Page 1

GROUP EXERCISE 43

FitPro launches ViPR3D with Virgin Active

ViPR aims to bridge the gap between traditional linear strength training and whole-bodyintegrated training.

FITPRO and Virgin Active haveteamed up for the UK launch of groupfitness class ViPR 3D.

The class was created with the tradi-tional group fitness participant inmind, using ViPR to bridge the gapbetween traditional linear strengthtraining and whole-body integratedtraining.

Virgin Active’s head of exercise andwellbeing Andy Birch said: “At VirginActive we pride ourselves on provid-ing members with the latest innova-tion that keeps them motivated, excit-

ed about coming to our clubs andultimately living happily ever active.

“We were the first to launch ViPR inOctober 2009 and it’s become incredi-bly popular with members on thegym floor, especially those who havepersonal training. ViPR 3D will giveour members the chance to experi-ence the kit in a group format andincorporate it into their workout.”� Look out for the next issue ofWorkout where we’ll be revealing howwe got on when we tried out a ViPR3D class.

GROUP exercise brand MOSSA haspartnered with FitPro, the world’slargest membership organisation forfitness professionals, to distribute itsclass programming to the UK market.

MOSSA, whose classes includeGroup Power, Group Kick and GroupRide, produce in-club group pro-grammes with regular quarterlyreleases that maintain motivation forinstructors and participants.

The programmes can be branded bythe club for differentiation, featurePPL licence free music and boast aneasy transition structure for instruc-

tors already teaching other groupclasses.

Director of commercial operations(Europe) at FitPro Fergus Ahern said:“As the world’s largest membershiporganisation for fitness professionals,FitPro is the perfect partner for theincredible group exercise phenome-non that MOSSA has become.

“The innovation and diversity whichMOSSA classes provide, offers a truesynergy with the ‘family’ of qualityproducts and services which FitProhas sourced and supplies to supportfitness professionals.”

FitPro adds MOSSA toits portfolio of services

MOSSA classes include Group Power, Group Kick and Group Ride.


43 24/6/14 14:41 Page 1

GROUP EXERCISE44

ARE you looking for something a littlebit different? Something to challengeyour members? Want to maximise thepotential and the profitability of smallgroup training?

Well Jordan Fitness have introducedthe ideal solution for these demands –The Hub.

The Hub is the perfect solution forSGT. Not only does it provide a stor-age solution for four Olympic barsand six Olympic Weight plates, butalso it can be used for an unlimitednumber of workouts for up to eightpeople. Training academy manager at

Jordan Fitness, Mark Laws, put TheHub through its paces at the 2014BodyPower Expo.

Mark said: “We ran a series of eightminute high intensity circuits usingThe Hub and they were some of themost enjoyable and eye-catchingworkouts we had ever done.

“Being able to use so many OlympicBarbells as well as other productsadded a variety that has seldom beenseen before with SGT.”

For more information call the JordanFitness sales team on 01553 763285 or

email [email protected]

The Hub is the place to be

KBC kettlebell cardio is a new andinnovative group exercise concept.

Our exciting athletic programming ismaking gym members everywhereunleash their inner athlete.

A KBC class uses kettlebells and themost effective training methods toconsistently improve participants’performance.

KBC is the only interactive groupexercise program that can quantifyfitness.

Participants can register atwww.kbckettlebellcardio.com for theirfree KBC profile, do the in class fitnesstest that is part of every KBC class andthen record their results online usingtheir smart phone.

The KBC kettlebell cardio programnot only tells your members how fitthey are becoming with results basedtraining but also uses an amazingPPL/PRS free soundtrack to motivateparticipants and save your clubmoney.

We believe we offer the best valueand most effective group exercise pro-gram on the market.

Allow us to let our results speak for

us, contact us today to try KBC kettle-bell cardio for free for three months atyour club.

For more information visit www.kbckettlebellcardio.com

Unleash your inner athletewith KBC kettlebell cardio

HIGH intensity fitness workouts areone of the biggest trends to sweep thefitness industry in the past few years,and one of the biggest drivers of thattrend has been CrossFit, with newCrossFit boxes opening in the UKeach week.

Rowing is an increasingly importantcomponent of many CrossFit work-outs and is one of the movements andsports that CrossFit has created spe-cialty training for.

Aligning with Concept2, CrossFit hasrecruited coaches to help optimisethe use and movements of rowingwithin their programming.

CrossFit Rowing coaches are nowexpanding their course offeringsinternationally. In the autumn,

CrossFit Rowing instructor ErinCafaro will be conducting a series ofCrossFit Rowing trainer coursesthroughout Europe, including one atCrossFit Nottingham on September27.

Participants will be taught rowingtechnique, technical error analysisand correction, verbal cues, rowingphysiology and kinesiology, how tostructure a CrossFit rowing workout,maximising rowing power and effi-ciency, increasing rowing power out-put and more.

The day will include rowing on theConcept2 Indoor Rower, team teach-ing, and two CrossFit workouts.

For more information and to sign up forthe course go to crossfit.com

Autumn CrossFit rowingcourse dates announced


Edinburgh Leisure has been achieving success with Gladstone Health and Leisure’s mobilebooking app, which allows members to book exercise classes on the go. Just three monthssince the trust’s official launch of MobilePro, downloads have hit 6,500, with customersusing the app to open more than 270,000 pages. Between 85-90 per cent of these havebeen class booking pages. ICT Manager for Edinburgh Leisure, Stuart Fairbairn, said: “Ourcustomers have been asking us for while if they can access our website and book fitnessclasses on their smart phones, and we knew if we wanted to stay competitive, it was vitalfor us to offer this kind of flexibility.”

ENTRIES are flooding in for theNational Fitness Awards’ newest cate-gory; group exercise gym of the year.

The category has been included atthis year’s awards to recognise clubswhich go the extra mile to give theirmembers a great class experience,from Aerobics to Zumba sessions andeverything in between.

Judges will be looking for evidenceof a club’s group exercise timetable,any specialist qualifications held bystaff and details of how classes arepromoted to members and the widercommunity; as well as the variety ofclasses on offer, how easy it is for peo-ple to book and cancel sessions andhow a club is keeping up to date withthe latest trends in this area.

National Fitness Awards’ directorJudith Halkerston said: “We’re reallyhappy with progress so far on this

year's awards and delighted thatRicky and Caroline have agreed tohost the night at the Athena.

“And the expertise and industryknowledge within our excellent panelof judges can only add to the credibil-ity and prestige of the NationalFitness Awards.

“We are receiving entries on a dailybasis now and would urge gyms tostart working on their nominationsnow rather than having a last-minuterush. It is also particularly encourag-ing to see such an interest in our newGroup Exercise Gym of the Year cate-gory.”

For clubs which are interested inentering, there is still time to get yournominations in.

Visit www.nationalfitnessawards.co.uk for all the information and toenter online.

Nominations flood in

44 26/6/14 16:30 Page 1

45 NFA 26/6/14 17:33 Page 1

NATIONAL FITNESS AWARDS46 www.nationalfitnessawards.co.uk

As excitement builds for the 2014 National Fitness Awards, we are delighted to reveal our hosts for this year.Taking to the stage to present the glittering event, which takes place on Friday November 28 at The Athena inLeicester, will be four-time World boxing champion and founder of The Hatton Academy, Ricky Hatton, alongsidetop TV presenter and fitness expert Caroline Pearce. Here’s what they had to say about being a part of theawards...

Ricky Hatton:“I feel very honoured to be hosting the awards this year. So many people work

so hard in the fitness industry and I’m very proud to be part of an event thatrewards people who give so much.

“This evening will see trainers and other fitness professionals given the recog-nition they deserve and it’s fantastic to be involved in it.

“I think meeting new people will be the best part. Most people know that I’venot always been at the peak of fitness myself and I’ll probably never be a slimJim, but I’m learning new things all the time and passing them on to the lads Itrain.

“At the awards, I’ll meet new people with new ideas that I can hopefully usemyself with the lads in the gym and that’s very exciting.”

Caroline Pearce:“I've been fortunate to have attended the National Fitness Awards for three

consecutive years as a guest, judge and host and every year I come away feelinginspired by and proud of our fitness industry and how we are growing and sup-porting not only the public but each other.

“The awards are not only a great night out but an opportunity to mix with likeminded people who share common values and goals and celebrate those whohave gone the extra mile.

“I can't wait to host the awards again this year! Thank you for having me.”

Look out for the next issue of Workout where we’ll be speaking to Ricky about the impactthe fitness industry has had on his life and finding out more about the success of TheHatton Academy. And if you haven’t entered the National Fitness Awards yet, now is thetime to start thinking about your nominations. All the categories and criteria can be foundon our website www.nationalfitnesswards.co.uk where you can also enter your clubonline. We’ll look forward to receiving your nominations – and hope to see you on thenight!

Introducing our presenters ...

46 26/6/14 16:31 Page 1

NATIONAL FITNESS AWARDS 47This year’s National Fitness Awards’ judging panel is one of the strongest ever and includes an industry veteranwith over 50 years in the gym business, two multi-award winning personal trainers, a top fitness model and aprevious NFA winner who has also achieved great success in the bodybuilding world. Workout discovered whyeach of them are pleased to be involved in this year’s awards – and what special something they are looking forfrom entrants.

Meet our judging panelof top industry experts

Carly Thornton; top fitness model and healthy livingambassador.

“I am honoured to be asked to become part of thejudging team for this year’s National Fitness Awards.

“Health and fitness is my passion and it’s a pleas-ure to be involved with this event once again, espe-cially because I visit so many fantastic health andfitness facilities up and down the country.

“For me when judging I want to see as muchinformation as possible. You have worked hard tobuild your successful health club so sell it, includephotos and members’ achievements.

“The more information you give the more we cansee. This is your time to shine!”

Dean Hodgkin; award winning personal trainer and consult-ant to prestigious spa resort Ragdale Hall.

“I think the NFAs present the perfect way for goodbusinesses and individuals in our sector to standout from the competition, enhancing prestige andboosting credibility.

“Being associated with the industry elite can helpto recruit and retain employees plus also open thedoor for more favourable negotiations with externalfunders.

“By far the most important benefit, however, willbe the public perception of operational excellence,leading to new members wanting to take advantageof the high standards being delivered.”

“As my centre has been a past winner of theawards, I have seen exactly how this can be used topromote your business in a positive manner.

“I would encourage any gyms to look at theawards as a way of getting national recognition andgetting your name out there and increasing yourpublic profile.

“I want nominees to show a clear passion for whatthey do and how much work has been put intoimproving the customer experience to make surethey enjoy what they are doing.

“Innovation is another area that interests megreatly and I will be looking at what ideas peoplehave put in place to progress the fitness and healthylifestyle trend. The nominees must also show thatwhat they do is sustainable in the current financialclimate.

“Most of all I would like to see that the experiencepassed onto clients brings positive results. At theend of the day, in this game we are judged by whatresults we achieve.

Get those entries in and get your business movingin the right direction. You have to be in it to stand achance of winning it.”

“I’m really looking forward to being a judge andfeel exceptionally proud to be asked. I wouldencourage anyone within the industry to take thetime to apply or nominate someone for an award.

“Awards encourage you to enhance your knowl-edge, improve your service and keep developingyour business to give the very best.

“When you are filling in your nominations, be you.Tell us what makes your business tick, what andwho inspires you to become better, how you havemade a difference, what you want to learn and howyou want to change and impact the industry in thefuture. Let us read about your success and passion,bring your nomination to life.

“If you are unsure about putting yourself forwards,do it. You have nothing to lose, and everything togain, if only by refining your business and stretchingyour boundaries. I look forward to reading yournominations and meeting you on the night.”

Kim Ingleby; Life Fitness’ Global Trainer to Watch awardwinner and founder of Energised Performance.

Ken Heathcote; fitness industry veteran and previous win-ner of the National Fitness Awards’ lifetime achievementtrophy.

“Once again I am delighted to be a part of thishuge step in recognising the very best of independ-ent clubs in the UK – the very roots of innovation,enterprise and entrepreneurship.

“The two things that will separate the good fromthe great will be exceptional customer service anddefining themselves in the market.

“I would be looking for clubs who have somethingamazing and exceptional to offer that sets themapart from other clubs in the area.

“The question I would be asking is 'what willmotivate people to get in their car, drive to theother side of town to get to their gym, passing othergyms in the process?’

“What I am looking for is a difference in the mar-ket – innovation – enterprise – entrepreneurship –be amazing.”

Steve Johnson; bodybuilding champion and owner of multiNFA award winning independent gym, Tops Fitness andRehabilitation.


47 26/6/14 16:34 Page 1

BODYPOWER REVIEW48 www.nationalfitnessawards.co.uk

This year’s BodyPower Expo received record visitor numbers, with over 60,000 fitness fans descending onBirmingham’s NEC for three days of action packed seminars, demonstrations and a chance to meet their idols. HereWorkout rounds up some of the show’s highlights...

More than 60,000 people enjoyed seminars, demonstrations and a chance to meet their idols at BodyPower Expo held at the Birmingham NEC.

Mark offers his advice ondeveloping a PT businessA LEADING personal trainer hasrevealed his top tips on how to devel-op a successful PT business – andattract the type of clients you want totrain.

Mark Coles – who owns M10Performance in Nottingham – spokeat this year’s BodyPower Expo as partof the BodyPower Fit sessions; a seriesof seminars which were designed toinform and inspire fitness profession-als with talks from some of the best inthe business.

Mark, who has been in the industryfor 15 years, told delegates how heprides himself on being different andunique and that he will actively turnaway people if he doesn’t feel they arecommitted enough or right for hisbusiness; using a strict consultationprocess for new clients before startingwork with them.

Mark and his team specialise inbody transformations and gettingpeople in shape for competitions andhe advised trainers to think aboutwhat area they are passionate aboutthemselves – and then choose todevote their time to clients with thosesame goals.

He explained: “It’s important from abusiness perspective to understandwhat kind of clientele you want andhow to attract them.

“The M10 brand is professional,clean, minimalist, smart, high endand modern. M10 is more of a ‘Ferrarimodel’, from the quality of receptionstaff to our trainers.

“If I want to work with high endquality clients, they deserve that serv-ice from me.”

Mark’s key business and considera-tions include:

� Think further forward than the nextsix months.� Think about how you want yourbrand to look and what you wantpeople to see.

� Identify your passions from dayone. � Have a specialist area – It’s alsoimportant to have a specialist teamaround you to help your brand grow. � Educate yourself. Find out who youneed to learn from – but create yourown style.

He also suggested trainers shouldkeep up to date with their own per-sonal development and connect withpeople who they can learn morefrom.

He added: “Surround yourself withthe right people. Those who share asimilar passion and challenge yourknowledge, who you can learn from.

“If you have noone who drives you,as a coach you are not going to makeany progress. You’ve got to be sur-rounded by people who are motivat-ing.”

Mark Coles

FITNESS clothing brand SkinnyChimp enjoyed a successful show,with many products selling out at theevent and a record number of ordersto follow up.

Within the first hour of BodyPoweropening, the brand had sold out of itsBanana Hoodies and over the week-end were swamped with numerousorders.

Managing director and creator of thebrand Rebecca Goodchild said: “To beable to attend a huge event such asBodyPower is a great achievement andI speak from all involved when I saywe are extremely proud of the successSkinny Chimp has gained within 14months.

“Its great to be part of a huge andexpanding industry, fitness and fash-ion has never been so popular.”

Brand sells out

48 26/6/14 16:35 Page 1

49 Nutrichem 24/6/14 11:35 Page 1

A BRAND which produced the UK’sfirst high protein bread for the fitnessmarket is celebrating after its prod-ucts hit high street shelves.

Dr Zak’s high protein bread andpasta will be stocked in 77 Tesco Extrastores throughout the UK as part ofthe retailer’s 11 week long LifestyleFood Fair, which runs until August31.

The company is also set to launchthree new products including a highprotein bagel, flatbread and 100 percent organic coconut oil into gymsand health food shops up and downthe country.

Dr Zak’s managing director RayBrilus said: “We are extremely proudto be participating in Tesco’s LifestyleFoods Fair and it feels amazing tohave our products on Tesco shelves.

“We are a brand with a tremendousfollowing and loyal fan-base and wehope many a Tesco shopper will giveus a go.”

SUPPLEMENTATION AND NUTRITION50

Award winning supplements Hades and Hella – created by England rugby star JamesHaskell – are now stocked in world famous department store Harrods. The latest retail list-ing adds to the growing success of the products, which can be purchased from the DayLewis Pharmacy located on Harrods’ ground floor.

SPORTS nutrition specialists Kineticakicked off the FIFA World Cup seasonwith the launch of two limited editionWhey Protein flavours, inspired by thetournament hosts and exclusive toGeneral Nutrition Centres.

Available across all 57 GNC storesnationwide, the Latin flavours includethe vibrant tropical pineapple andcoconut flavours of Piña Colada, and

the papaya and citrus burst of SambaMamão.

Kinetica brand manager HugoYoungman said: “Brazil is synony-mous with vibrancy, energy and greattaste and what better way to mark thisyear’s Brazilian World Cup than with atasty range of limited edition flavours– complete with that little extra LatinAmerican magic.”

Kinetica unveils two new flavours

First protein bread hitshigh street shelves

A SUPPLEMENT made from NewZealand grown blackcurrants couldenhance athletic performance, reducerecovery times and may aid healing,according to a study.

Research from the University ofChichester reveals impressive resultsfor athletes taking fitness and nutri-tional supplement CurraNZ.

During a timed 10-mile cycling test,the participants taking the blackcur-rant supplement experienced up toan 8.6 per cent time improvement.

The supplement also delayed theonset of blood lactate accumulation,the point when athletes start to buildup large amounts of lactate.

New Zealand blackcurrants containone of the highest concentrations ofpolyphenols in any commercially-grown food.

The intense sunlight in the SouthernHemisphere stimulates higher pro-duction of anthocyanins, which are

found in polyphenols. The fruit’santhocyanins are the active ingredi-ent that delivers the sports perform-ance and recovery benefits.

Director of Health Currancy Ltd,which retails the CurraNZ supple-ments, Fleur Cushman said: “It is real-ly encouraging to have scientific con-firmation of the benefits that our ath-letes taking the product were report-ing.

“The blackcurrant anthocyaninsachieve two very difficult and highlydesirable outcomes for athletes rarelyfound the one natural supplement:enhanced performance and fasterrecovery.

“Previous research has alreadyestablished that New Zealand black-currants deliver a range of health ben-efits, however, these findings provethat the fruit’s anthocyanins haveremarkable applications in the sportsand exercise arena.”

CurraNZ may enhanceathletic performanceand aid healing, claim

A GROUP of active celebrities havegot behind a new supplementdesigned exclusively for men.

Olympic rower James Cracknell andTV presenters and fitness enthusiastsBen Shephard and Reggie Yates arelending their support to theActiVeman range of products fromBio-Synergy.

Bio-Synergy founder Daniel Herman

said: “ActiVeman is ideal for thosetraining twice per week or competingat the highest level, to get more out oftheir training or develop the physiquethat they have been working so hardfor. With 10m British men poweringup in the nation’s gyms, preparing formarathons, triathlons and ToughMudders, ActiVeman is the perfectrange.”

TV presenters and fitness enthusiasts Reggie Yates and Ben Shephard with Olympic rowerJames Cracknell.

Celebrities back ActiVeman range

SPORTS nutrition supplierBodybuilding Warehouse hasannounced a new offering, whichwill enable customers to select froma range of over 400 products andlabel them with third party brand-ing.

The company will complete theentire production process at its pur-pose built facility in Manchester,including the sourcing of high-qual-ity raw materials, blending, filling,packaging and labelling.

Founder and managing directorKieran Fisher said: “We’ve invested

heavily in manufacturing, recentlysetting up a huge new manufactur-ing facility in our 21,078 sqft ware-house.

“With the ability to producetablets, pills and powder productsall under one roof from 50 units to50,000 unit runs, we know we’reoffering something unique in themarketplace.

“We believe this will benefit notjust our own business, but otherbusinesses and consumers in gener-al as they’re offered wider choice ina more competitive market.”

New offering announced


50 26/6/14 16:36 Page 1

51 Prolab 24/6/14 12:25 Page 1

INNOVATIVE ice cream brandProteinFirst has launched an onlinedelivery service to make its productsmore widely available to consumers.

The product, which comes in threeflavours – wild strawberry, Frenchvanilla and chocolate and hazelnut –comes packed in dry-ice which keepsit in great condition for up to 30hours.

Founder Graham Wood said: “A lotof sports nutrition is aimed at the‘sweat and steel’ market but with theadvent of ready-to-consume bars andshakes I thought there was a realopportunity to develop somethingwhich was more consumer-friendly.

“I wanted to produce a luxury prod-uct which can be seen as a reward,

that people will enjoy and mostimportantly that they can feel goodabout eating.”

ProteinFirst is available via the web-site and comes in cases of 12, whichcan be either single or mixed flavour.

SUPPLEMENTATION AND NUTRITION52

USN has announced the winners of its 12 week Body Makeover Challenge, who have scooped top prizes including £5000 and the chanceto become a USN ambassador for a year. A group of 10 finalists made the cut, with Tarryn Severn and Dominic Ballard picked as the win-ners by an expert judging panel, which included USN MD Jason Oakley, Mr International Ryan Terry, USN athlete liaison Karl Bickley andBody Makeover brand manager Melinda Cooksey. Tarryn lost 8.6kg, 10.4 per cent in body fat and 11.4cm from around her waist; whileDominic dropped from 86kg to 74kg, reduced his body fat percentage from 17 per cent to less than five per cent and lost 15cm fromaround his waist.

FITNESS expert Rachel Holmes is rev-olutionising the weight loss worldwith her ‘no diet’, Kick Start WeightLoss clubs.

KSFL combines workouts withhealthy eating and a positive mindsetand the business has grown to over 60franchisees across the country,between them helping thousands ofcustomers.

Rachel said: “Kick Start Fat Loss is arevolutionary new diet, exercise andwellness club arming you with the lat-est fat loss and fitness information.

“There is no calorie counting, dailypoints, fad foods or complicatedworkouts, just good clean eating andhard work.”

Rachel Holmes

Rachel’s clubsrevolutioniseweight loss

AWARD winning celebrity trainerChristianne Wolff has launched a newbook, which includes over 50 healthyrecipes, as well as a two week detoxplan.

The Body Rescue Plan teaches usershow they can lost 2.5 stone in 12weeks through Christianne’s mindsettechniques, fitness, yoga and detox.

She said: “The unique thing aboutmy book is that it leaves no stoneunturned, you get mind exercises tostop you self-sabotaging, a detox togive your body the best possiblechance to thrive, tried-and-tested fit-ness exercises to give you a beautifullytoned physique in as little as 20 minsa day, a yoga programme to elongateyour muscles and lower your cortisollevels, and amazing recipes to keepyou motivated. All set out in oneplan.”

Celeb trainerwrites book

Are you a gym with a bustling healthy eating cafe? Or are you achieving success educating members about the rightsupplements for their lifestyle? If so, we would love to hear from you. We’re always looking for stories for oursupplementation and nutrition pages so if you have something going on at your club in this area, which you think ourreaders should know about, then get in touch and let us know.Our editorial team can be contacted by emailing [email protected], follow us @WorkOutUK on Twitter or visit ourFacebook page; www.facebook.com/workoutmagazine

Fitness fans unveil healthy food businessPROTEIN Pouch is a product thataims to solve a problem common toathletes and other health and fitnessenthusiasts; how can you fit healthyfood into a busy lifestyle.

Fitness entrepreneur Harps Braich,with partners Tobias Ellinas, AntoniosTsiampartas and CostasPapageorgiou, have developed aproduct range completely free of arti-ficial additives, enhancers or salt andsaturated fat, all 100 per cent naturalingredients freshly sourced fromaward winning farms in the UK andIreland.

Their idea came from their own per-

sonal need to satisfy their nutritionalneeds whilst training but incorporat-ing the convenience of fast food.

The Protein Pouch product rangecomprises of Steam Cooked IQFFrozen Chicken Breasts and VeggiePouch Original, Orange and Redmash.

Harps said: “Protein Pouch is thereto fill the gap between convenienceand healthy eating, bringing you thebest of both worlds.

“We want to make sure all healthconscious individuals are gettingwhat they need from their food, withminimum hassle and time spent in

the kitchen. “We are currently in the process of

creating more products for con-sumers with the concept being able tocater for key timings of the day, i.e.pre workout, post workout, and mealtimings with maximum nutritionalbenefits.

“We see the business having theability to cater towards every demo-graphic of consumers and be able tooffer quality products of a desirablequantity whilst enabling a tasty,affordable meal.”

For more information visit www.protein-pouch.co.uk

Online delivery service launchedwww.nationalfitnessawards.co.uk

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53 Preditor 24/6/14 12:20 Page 1


Start them right and keep them longerBy Dave Wright

IT is common knowledge that themajority of the damage to the trajec-tory of a golf ball happens at thepoint of impact between the club andthe ball. Get it wrong at the start andthen the ball’s journey is greatlyaffected. The same applies with themembership to a health club – wherethe critical path to success is oftendetermined in the initial 30-45 days ofone’s membership.

The on-boarding of new members isan essential—and often overlooked—aspect of the membership process.For most gyms, when a member joins,they get some sort of orientation ses-sion or maybe even an assessmentwith a personal trainer to show andfamiliarize them with the club, andalso to explain the benefits of person-al training. This is a crucial part of thesales process (offering free trainingwith a membership) and is equallyimportant for ancillary sales. But it isalso a step in member on-boarding.In most cases, that is where theprocess ends.

The real key is trying to make newlyjoining members feel like they are apart of something more than just amembership. There are few industriesthat can impact the overall quality oflife of a customer than the health andfitness industry can, so the more thata member stays with you, the more itshould impact their lives and also themore money you will make. Here area couple of pointers that clubs caneasily put to action to enhance a

member’s experience when they joina club.

1. Put it in writingLike any other plan, your on-boardingprocess needs to be creative, consis-tent, and actually offered in order tobe truly effective. Formalize the stepsso that expectations can be set amongstaff and, of course, new members.

2. Get personalSend every new member a welcomeletter that doesn’t do anything morethan welcome them to the healthclub. It's important that they feel wel-come and more than just a numberand computer systems can automatethis process for you. A simple ‘thank-you’ goes a long way with any busi-ness relationship.

3. Give members’ choicesWhile it is important to have mem-bers experience what your club has tooffer, it is vital that they are part of theprocess. If they don’t have kids thenyou don’t need to stress all the kidsprogramming, if they love grouptraining then have them experienceyour great classes.

4. Give them incentiveOffer a program where members canearn “reward” points by taking advan-tage of everything you offer them—allwithout a charge. If they do their ori-entation they get “x” points. Try asmall group training class they get “x”points. Whatever your club offers,allow new members to try it during

the first month with your compli-ments—and let them earn something(gift card, t-shirt, etc.) for taking part.

5. Develop a member mentoring programEvery gym has regulars. Every greatgym has evangelists. These membersare the ones that know your club aswell as, if not better than, most ofyour staff. They have tried most offer-ings and are happy to share theirexperiences. Start a program wherethey can connect with new membersand help them navigate the benefitsand offerings of the gym.

6. Track their progressPeople have a very short memorywhen it comes to not only why theystarted/ joined a club, but what theylooked like when they did. Smart clubowners document that… from photosto body composition and clothes size.Rather than wait two to three months,

record it at the outset and you willalways have a reference point thatyou can remind your members aboutif they ever think of leaving.

7. Review their resultsIn addition to tracking one’s progress,then it is imperative that you reviewtheir results over time. The greatestproportionate physical and psycho-logical improvements usually occur inthe first 30-45 days of a new exerciseregime – after with which a membergoes through the plateau effect. Catchthe members on that first and 30thday and remind them the success thatthey have achieved and then adapttheir programme accordingly.

No one really joins a health clubwith the intention of failing, however50 per cent fail every single year. Ifyou can focus on the initial experi-ence of a member’s journey then theirtrajectory through their life as a mem-ber with you should be right on targetevery time. Happy hitting! � Dave Wright is the CEO of CFM, aglobal company with offices in theUK, Australia and North America thathas served the international fitnesscommunity for over 24 years; focus-ing on either getting new membersand/or keeping existing ones. Dave isalso the owner of 11 health clubsacross two continents, a board direc-tor of UK Active, founder of IOU(Independent Operators Unite) andthe creator of the revolutionaryindustry tracking tool MYZONE. Hemay be contacted [email protected]

Dave Wright

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55 Jacobs Ladder 27/6/14 10:01 Page 1

PRODUCT NEWS56

App allows you track yourclients’ entire progress ...THIS is Active Toolkit, the revolution-ary new web app that allows you tomanage and track your entire clients’progress and goals from one easy touse dashboard and will make mince-meat of your daily admin.

Accessible from any device, ActiveToolkit is an essential tool for any sizeof fitness business. Get organised: Our intuitive displaylets your see an overview of yours andyour staff’s clients’ progress as anaverage over the last three sessions soyou’re always ready when your clientarrives.Unlimited client profiles: There’s nolimit to the amount of clients you canadd to your gym profile.

Access all your clients’ session histo-ry and records from one place, add,remove and update any session everlogged. View before and after photosand track body fat and weight lossgoals.Automatic body fat calculator: Everymethod of recording body measure-ment you use Active Toolkit has it

built in. Select from Jackson andPollock seven site through to the USNavy method, all automatically calcu-lated, just enter the raw measure-ments.Client photo visualiser: Before andafter photos are the most powerfultools when keeping clients motivated.Active Toolkit enables to you see thefirst and most recent client photostogether and report them back toyour client as part of the digitalreport.Digital reports: Send a custom reportto update your client with their cur-rent progress from the last session.Everything from custom notes, pho-tos, essential stats and updatedprogress is automatically pulled infrom their profile so no effort or tech-nical experience is required.

Join the thousands of other fitnessprofessionals already revolutionisingtheir fitness business with ActiveToolkit.

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Trixter has released its most technologically advanced exercise bike, following acquisitionfrom Pulse Fitness. The new XdreamV2 comes with the latest touch screen technology andHD graphics, with different settings allowing users to virtually ride through cities such asLondon, New York and San Francisco. There is also the option to set the bike to classicmode, allowing it to act as a standard exercise bike, with the product developed to be 30per cent lighter with a smaller footprint and integrated wheels for improved mobility.

ESCAPE Fitness has launched a newbrochure; designed to inspire clubsand personal trainers to stay ahead ofthe game.

The brochure will take users on ajourney through the full Escape range,with colour coded sections making iteasy to navigate through the fullrange of products.

Also included are comparison chartswith information that will help clubschoose the products which are rightfor their members.

Throughout the brochure is a selec-tion of stories from other businessesacross the world, showcasing theproducts and services that havehelped them achieve their success.

Escape launches brochure

JORDAN Fitness has introduced anew and improved version of theSandbag.

The Jordan Sandbag X-Treme isavailable in four different sizes, eachwith multiple handles and flexibleweight ranges.

This means that these bags havemore uses than ever and can beenjoyed by people of all abilities.

Sales director Zak Pitt said: “Givingour customers both amazing innova-tions and incredible value by supply-

ing the very best functional fitnessequipment is what we strive toachieve.

“The new Sandbag X-Treme collec-tion is designed to give our customersthe flexibility and choice that theydeserve and require.

“We’ve been able to produce thebest sandbag on the market at a pricelower than our competitors, mainlydue to the massive quantities we’reselling throughout our distributionnetwork.”

New Sandbag launchedThe Jordan Sandbag X-Treme is available in four different sizes

PERFORMANCE Health Systems haslaunched a re-design of its standard-setting Power Plate pro5 HighPerformance vibration trainingmachine, used by professional sportsteams, functional training studios andelite athletes around the world.

Like its predecessor, the improvedPower Plate pro5HP features a col-umn-free design which allows 360degrees of motion around the platesurface to facilitate integration withother training equipment, such as asquat rack, ViPR and kettlebells.

This allows users to more easilyutilise Power Plate’s advanced vibra-tion technology to maximise theeffects of a full range of static, dynam-ic and plyometric exercises.

Based on customer research, the re-

design features a larger platform,improved suspension and a user-friendly remote control enabling ath-letes or their trainers to adjust the set-tings instantly, without interruptingthe workout.

Also available is a new, improvedtravel case, making the pro5 HP moreconvenient to store and transport.

Redesigned Power Platepro5HP now available

LIFE Fitness has set a new standardfor selectorized strength equipmentwith Insignia Series, a premium lineof strength training products thatcombines best-in-class biomechanicswith a sleek, modern design.

The Insignia Series will replace thesuccessful Life Fitness SignatureSeries selectorized line with a newlook, improved feel and enhancedfeatures. Insignia Series includes 21selectorized strength training prod-ucts designed with form and functionin mind to offer customisable optionsfor facility owners.

The line includes 15 frame colouroptions, 30 upholstery choices and sixshroud inlays, giving facilities the flex-ibility to differentiate and refresh theirspace. In addition, low profile towersfeel more spacious and increase socialinteraction for exercisers.

Director of strength product man-agement Greg Highsmith said:“Insignia Series’ elegantly moderndesign instantly upgrades the look ofany facility – a top priority for manypremium locations.

“At the same time, the new lineoffers an enhanced user experiencethat makes the equipment suitable forexercisers of all levels.”

Insignia sets new standard

56 26/6/14 16:37 Page 1

PRODUCT NEWS 57www.nationalfitnessawards.co.uk

One small stepfor lazy man…By Mark Laws, Jordan Fitness

DRIVING into work this morning Istumbled across a conversation onthe radio which (as a die-hard fitnessprofessional who eats, sleeps, andbreathes work) scared the life out ofme!

Recommended guidelines state thatin order to reduce the risk of hyper-tension, coronary heart disease,stroke, diabetes, breast and coloncancer and depression we shouldundertake just 30 minutes of physicalactivity per day.

This doesn’t mean you have to bebreaking records with each and everyCrossFit WOD. It could be walking,hoovering, gardening, playing in thegarden with children etc. But we arefailing to do it. More and more peopleare struggling to do just 30 minutes ofactivity per day and not only is it cost-ing us financially, but it is costing usphysically, and mentally.

We should all be aware of the dan-gers of inactivity by now. A growingnumber of the population are under-taking sedentary work, and with thetechnological developments allaround us there are far too manyexcuses NOT to move a muscle.

Don’t get me wrong, the fact that Ican click a button on my mouse andmy shopping arrives at my door ispretty cool, and convenient. But isn’tit just a bit… lazy?

No matter what gadget we invent,nothing can compete with the mirac-ulous and innovative brilliance of thehuman body. As incredible as ourbodies are – you have to use it or loseit. Back to the radio conversation andit turns out that because people arestruggling to do 30 minutes of activityper day we are moving the guidelines(rather than educate people and per-suade them to do more activity, wereduce the amount of activity to makeit look like more people are achievingit – then pat ourselves on the back formaking a difference). It was proposedthat sedentary workers should beginby standing up from their desks onceevery 20 minutes throughout the day.

Based on an eight-hour day thatwould loosely be 24 squats – this isnot much more than 30 seconds of

activity per day rather than 30 min-utes. Surely even the laziest among uscan manage that?

I don’t have a problem with this rec-ommendation, indeed Rome was notbuilt in a day. From the greatest ofathletes to the most talented couchpotatoes, everyone has to start some-where – but it needs an element ofprogress. As fitness professionals wereally have got our work cut out.Firstly we have to practice what wepreach – nobody will take advice froma lazy out-of-shape person tellingthem NOT to be lazy and out-of-shape. Most importantly we need tobe ‘educated educators’. There are‘geeks’ that know everything but can-not explain their views to others, andthere are ‘smart alecs’ who know littleyet hoodwink people into falling forthe gift of their gab.

The real talent lies in knowingenough to be able to make a differ-ence, and having the ability to sharethis on all levels.

I have a recommendation for fitnessprofessionals – in order to live a longand fruitful career, you should striveto achieve at least 30 minutes of edu-cational activity per day.

WARNING – these guidelines willNOT be adjusted to make bone idlemembers of the profession feel likethey are achieving something.

Make an excuse to DO it, rather thanan excuse NOT to do it.

Then teach your clients how toexceed their activity targets. Then getmore clients. Eat, Learn, Teach,Repeat. Eat, Learn, Teach, Repeat.Then the world will be a better place.

Mark Laws

A NEW take on a traditional product,the Multiplyo Soft Box from EscapeFitness is a three-in-one plyometricsoft box that is manufactured to thesame sizes as the boxes used in theCrossFit Games.

A great cost-effective solution for allclubs and studios, you can give allyour members the opportunity toexperience fantastic plyometric train-ing – ideal for beginners to improvelower body strength and stability withsimple step ups then flip the box anduse it to perform dynamic jumps foradvanced clients. The box is weightedfor added stability meaning you canjump in confidence yet the intelligentdesign and construction means it iseasy to move around any space.

Made from high grade, recycledcompressed foam with a BTEX outer,

the box is easy clean and hygienicwhile the soft edges mean it is forgiv-ing when mistakes are made – cut andbruised shins will be a thing of thepast, meaning it is again a fantasticway to introduce beginners to theworld of plyometric training.

For more information visitwww.escapefitness.com

or call 01733 313535.

Cost-effective Plyometric Soft Box

Exciting start to year includesmove to new, larger premises SERVICESPORT are having an excitingyear this year.

With the successful completion ofthe Classic ReNew cardiovascularrange in partnership and underlicense with Life Fitness and the suc-cessful award of the service contractfor the Ministry of Defence, they havebeen busy moving premises fromHorwich, Bolton to a much largerpremises just off junction eight of theM61 in Chorley.

They will be celebrating with apremises grand opening on July 82014 at 12.30pm and extend a warmwelcome to anyone who is interestedin having a look at their new premisesand meeting the ServiceSport team.

They have special guests from thesporting world and some key namesfrom the industry attending. You can

see for yourself the large stock of fit-ness equipment parts and the work-shop producing the new ClassicReNew range of Life Fitness equip-ment.

MD Colin Marriott said: “We arereally seeing our ambitions realised tobe a professional, independent serv-ice provider of all makes and modelsof fitness equipment with the suc-cessful award of the service contractfor the MOD.

“The license with Life Fitness to pro-duce an outstanding range of reman-ufactured cardiovascular equipment,along with the new workshop alsosecures our place as the market leaderin remanufactured equipment in theUK. We have lots of reasons to cele-brate and we wanted to share it withour customers and colleagues.”

THE fitness suite at Standish High hascaused a mini revolution amongstpupils and staff and has seen a hugeuptake after school, in part due to thehigh quality of equipment and cleverdesign and use of space.

Over the last two years, the PE staffhave been looking for a space inschool to house a fitness suite.Around six months ago, teacher MrBarker took the initiative and found aspace, then contacted several compa-nies to send in quotes.

The most competitive quote camefrom Fitness Systems of Bolton.Armed with this information, MrBarker went to headteacher Mrs Foxand after negotiations, she was fullysupportive and agreed to find themoney to fund the project, a totalinvestment of £25,000.

Once funding was in place, MrBarker contacted Fitness Systems’ Ian

Thorpe who discussed requirementsin detail and tweaked the initial quoteso it fitted within the price range andalso maximised the floor space in thenew suite.

Its features include eight pieces ofcardio equipment, a range of resist-ance machines, kettlebells, lightdumb bells, step boxes, medicineballs and a free weights area.

A spokesman from the school said:“The service offered by FitnessSystems was seamless. Their attentionto detail and advice has helped us tocreate a fantastic fitness suite thatcleverly utilises all the floor and wallspace. All the equipment is of topquality and finished to the higheststandards.

“Fitness Systems offered StandishHigh a bespoke service from begin-ning to end and we would recom-mend them to any organisation.”

Fighting fit at Standish High

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