The UK’s No 1 fitness industry magazineJuly 2015 No 262 £3

Blast off for firstNational Fitnessconference ...

Specialiststudios arisk to ‘bigbox’ gymsSPECIALIST studios have thepotential to take significantmarket share from larger, ‘bigbox’ gyms, according to a newindustry report focusing on therise of boutique facilities.

Industry analyst Ray Algar’s2015 Boutique Fitness Studioreport – produced in collabora-tion with Matrix Fitness – takesa closer look at this type of stu-dio, their characteristics andhow they compete, includinginterviews with the peoplebehind innovative brands.

Ray said: “The rise of the bou-tique fitness studio is set totransform an otherwise matureand sluggish industry that isinward-looking, over-absorbedwith mergers, acquisitions anddefensive strategies and notpaying enough attention towhat today's customers, espe-cially those with slightly deeperwallets, are willing to pay for.

“Just as stack-em-high giantsupermarkets are strugglingagainst smaller, localised com-petitors, so the big brand chainfitness centres could find signif-icant market share slippingaway to the insurgent, upstartboutiques that understand theircustomers' needs so well."� Turn to page 17 for more.

A group of excited local children took to thewater with Olympic swimmers Mark Fosterand Steve Parry to celebrate the opening ofthe UK’s first sub £1m, 25m demountablepublic swimming pool at Radcliffe LeisureCentre. The new pool is a collaborationbetween Total Swimming and Bury Counciland managed by Bury Leisure in conjunctionwith the existing leisure centre, it replacesthe main swimming pool in Radcliffe, whichclosed due to structural damage in December2013. Total Swimming managing directorSteve welcomed the children to the specialevent where they enjoyed aquatic activitiesincluding mini water polo and synchronisedswimming.

By Christina Eccles

THE first National Fitness Conferencewill have lift-off at the spectacularNational Space Centre in Leicester laterthis year as an exciting new addition tothe National Fitness Awards brand.

Forward thinking operators looking toeffectively market and boost their busi-nesses in a cost effective way can seekinspiration and take away valuable tipsat the conference, organised by Workoutand sponsored by Harlands Group.

Taking place prior to the 2015 NFAs,which will be held at the nearby Athena,on Friday December 4, the event willinclude inspirational keynote speeches,informative breakout sessions and paneldiscussions, plus great networkingopportunities to ensure every delegateleaves with relevant ideas they canimmediately implement into their gyms.

The day will also include a healthylunch and chance to look around a dedi-cated exhibition space, showcasing thelatest products and innovations.

National Fitness Conference directorJudith Halkerston said: “We are delight-ed to be launching the National FitnessConference – it is something we havelong considered following the amazingsuccess of the National Fitness Awards.

“We believe it will perfectly comple-

ment the awards’ ceremony by provid-ing operators with inspiration, expertknowledge and hard facts ahead of theglittering celebration in the evening.

“We will be announcing the line-up ofspeakers shortly but be assured all ourexperts will know this industry insideout and will be bringing 100 per cent rel-evant experience to the event.

“We have big plans for the NationalFitness brand – our primary goal is tosupport and encourage innovative oper-ators across the sector, and we stronglybelieve the Conference is the next stepon this journey.”

Harlands Group MD Kevin Scottadded: “Harlands Group is delighted tobe sponsoring the first National FitnessConference; an exciting new addition tothe National Fitness Awards brandwhich we have supported since the start.

“With a line up packed full of interest-ing, relevant content – delivered bysome of the top experts in our industry –the conference will be a must for anyoperator looking to give themselves anedge over the competition and get thebest out of their business. We’re lookingforward to Workout readers joining usfor what promises to be a great day.”

� Look out for details on the speakerline up and how you can be at the eventcoming next issue.

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EditorialGroup Editor:Judith HalkerstonTel: 01226 734639jh@scriptmedia.co.uk

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At Script Media, we try to get things right but occasionally, we make mistakes. If youhave a complaint about a story featured in our magazine or on our website, please, inthe first instance, contact us by email: ce@scriptmedia.co.uk We abide by the Editors’Code of Practice as demanded by the Independent Press Standards Organisation. Fordetails on the code and what to do should you be unsatisfied with the way we handleyour complaint, please visit www.ipso.co.uk

Test fitness toavert ‘tickingtime bomb’By Christina Eccles

UKACTIVE has called for primaryschools to test pupils’ fitness in thesame way as subjects like English andMaths, after its latest report revealedless than half are recording time spentbeing physically active.

Its Generation Inactive report high-lights findings from a series ofFreedom of Information requests,revealing how ever-rising rates ofphysical inactivity in children couldcreate a ‘ticking time bomb’, as theyounger generation becomes a hugedrain on the NHS after developingchronic conditions associated withinactivity.Statistics set out in the report include: � Only half of seven year olds aremeeting the Chief Medical Officerphysical activity guidelines of 60 min-utes per day.� An inactive person spends 37 percent more days in hospital and visitsthe doctor 5.5 per cent more oftenthan an active individual.� Inactive people are also significant-ly more likely to suffer from depres-sion and dementia than physicallyactive adults.The report also sets out some key rec-ommendations to tackle the problem.These include:� The government should extend theNational Child measurement pro-gramme to measure fitness in addi-tion to the current measurement ofBody Mass Index based on height andweight.� Government should ensure thecompetency to deliver an effectivephysical education curriculum is builtin to teacher training alongside

Maths, English and Science.� The forthcoming Childcare Bill,which guarantees 30 hours’ free child-care per week for children aged threeto four, should include a statutoryrequirement for a dedicated alloca-tion of time for play, physical activityand cultivating physical literacy skills.

ukactive chair Baroness Tanni Grey-Thompson said: “The current nation-al ambition focused solely around PElessons is simply not bold enough. Weshould aim higher and demand more.

“The focus should be on ensuringthat children are given all the neces-sary support possible in order toachieve the 60 minutes of daily activi-ty recommended in the Chief MedicalOfficer's guidelines.

“This does not mean we wish to see60 minutes of timetabled PE per day.Instead, we are calling for a focus on a‘whole school approach’. This meanslooking at how children travel to andfrom school, the manner in whichthey integrate activity as simple asstanding in lessons, the developmentof more effective and structured useof play time opportunities and theprovision of pre- and post schoolactivities.

“Schools which have adopted suchan approach have had outstandingsuccess in enhancing the health andwellbeing of their students as well astheir educational attainment.”� Look out for our special reportcoming next issue on what the indus-try can do to help kids become morephysically active.

If you’d like to contribute, send yourcomments to ce@scriptmedia.co.ukand you could appear in the maga-zine.

Popular personal trainer and past National Fitness Awards’ judge Dean Hodgkin is set toraise his profile even further after being invited to write for news website, The HuffingtonPost. The site, which has about 100m monthly readers, has dedicated sections includinglifestyle, where Dean will be contributing health and fitness content. Dean has also recent-ly become an ambassador for PTontheNet and will fit his two new roles around his currentcommitments as a consultant to Ragdale Hall and the Energie Group.

UK FITNESS SCENE 5

By Christina Eccles

AN ambitious personal trainer hasrevealed big plans for his new gymafter taking over an existing facilityand completely revamping its offer-ing.

25-year-old Ben Bamforth hasrecently opened The Unit Fitness inHonley, near Huddersfield, rebrand-ing the club, which was previouslyknown as Warehouse Gym, andspending £100,000 on refitting it withnew kit and adding in features suchas an indoor cycling studio and pro-tein bar/cafe area.

He explained: “I’ve been a personaltrainer for the last seven years and forthree years I’ve wanted my own gym.

“I’d been looking for the perfectlocation and approached [previousowner] Andy and asked if this was forsale.”

Once the sale had gone through,Ben closed the club for a week –bringing in Fitness Systems to helpwith refurbishing, reupholstering andinstalling kit – before revealing thenew look club to the local communi-ty.

He added: “Everyone seems to behappy with the improvements. I wantit to be a friendly, family orientatedand close knit club.

“I don’t want it to be a place where

you come in, work out and then leaveand there’s no social interaction.”

Ben, who has been working from6.30am to 9.30pm every day to get thebusiness on its feet, is also preparingto launch functional fitness classes onthe gym floor and will also be staginga launch event and sampling sessionsto get more people through the doorsand spread the word even further.

A selection of branded clothing will

also be available in the gym and even-tually he hopes to expand the brandby opening more clubs.

He added: “I want easily to have1,000 members in a year’s time. I wantThe Unit Fitness to be a brand andam hoping for a good few gyms.

“I hope I can bring something dif-ferent.

“The personal touch but with somevariation on what’s out there.”

Ambitious Ben revealsplans for his new gym

The Unit Fitness features new kit, an indoor cycling studio and protein bar/cafe area.

THOUSANDS of people across thecountry will be given a helpinghand to get more active, after 16schemes were awarded NationalLottery funding from SportEngland to get participants mov-ing.

Groups including the over-65s,those with type two diabetes andpeople with drug and alcoholproblems will benefit from thefunding worth £5.4m, with proj-ects awarded including the ActiveNorfolk county sports partner-ship’s Mobile Me initiative.

The scheme, which is designedto make it easier for inactive olderpeople living in sheltered housingor residential care homes to startbeing more physically active, fol-lows an earlier project called Funand Fit, aimed at younger adults.

Mobile Me will be made up of aseries of 12-week sessions in com-munal spaces in participants’housing or homes.

Bowls, table tennis and Tai Chiwill be on offer, while communityvolunteers will be recruited andtrained to keep the project going.

Other projects to receive grantsinclude Bexley Get Healthy GetActive; Challenge Through Sport inLancashire and Sport in Mind inBerkshire.

Lottery grantawarded to16 schemes

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Educational programmeto tackle inactivity andincreasing participation FURTHER plans have been revealedfor Leisure Industry Week 2015, withorganisers promising an educationalprogramme which covers everythingfrom tackling inactivity to increasingparticipation and attracting newmembers.

Held at the NEC, LIW will run fromSeptember 22 to 23, with exhibitorson board including Jordan Fitness,Concept Fitness International andCybex International.

LIW chief executive Nick Orton, whoalso runs BodyPower Expo, explained:“For me, I’m passionate about inspir-ing people to live fitter, healthier lives.

“Our consumer show, BodyPower, isall about inspiring people to get intothe gym, lift weights and sculptstronger, fitter physiques.

“LIW is slightly different. Being atrade show, LIW is all about inspiringthe workforce, delivering innovativeideas and modern concepts that willultimately help an entire team, from achief executive through to a personaltrainer, to understand the role theycan play in changing the landscape ofactivity, wellness, fitness and health inthe UK.”

Supported by the likes of UKActive,WorkOut and the National Fitness

Awards, LIW’s keynote sessions willinclude talks from top level industryexperts in panel discussions, Q&A ses-sions and seminars.

Marketing director Ollie Uptonadded: “It’s an incredible opportunitythat we’re offering trade professionals.The show is free and we’re essentiallyproviding a vast networking space forindustry figureheads to get togetherand tackle issues that can impact on anational scale.”

LIW chief executive Nick Orton.

A new luxury spa, complete with the latest fitness facilities, is set to open its doors at aNorth East hotel this summer. The Spa at Ramside, based at Ramside Hall Hotel, nearDurham, will include five pools, a thermal suite and a specialised Sleep Sanctuary retreat.The thermal suite includes a herbal sauna, Himalayan Salt Steam, Aroma Steam,Tepidarium and a sunken amphitheatre sauna, with the spa also home to a state-of-the-artgym which will offer a programme of more than 40 classes per week. Spa director JillRussell said: “This is going to be one of the most exciting spa developments in the UK forsome time. We’ve created somewhere really special, which will literally have something foreveryone.”

DAVID Lloyd Leisure is investing over£9m in a new club in Newbury.

Due to open in December, the clubwill include extensive tennis andsports facilities, a state-of-the-art fit-ness area, indoor and outdoor heatedpools, cafe bar and a dedicated zonefor children’s activities.

David Lloyd Leisure’s regional man-ager Andrew Davill said: “We are veryexcited about this investment inNewbury, which will provide the townwith a fantastic club offering unri-valled facilities, services, programmesand expertise for members to achievetheir health and fitness goals.”

Operator to invest £9m in new club

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Trust’s exercise referral schemegoes from strength to strengthAN exercise referral scheme at SouthDowns Leisure is going from strengthto strength, providing support forthose in the local community who aremost in need.

Headed up by Marie Pickering, thescheme is growing in popularity,thanks to Marie’s commitment to cre-ating tailor made programmes whichcater to the individual needs ofclients.

Marie said: “I am very proud of thegood work we do for the ExerciseReferral Scheme.

“It’s had significant personal bene-fits for every client because each caseis different. A typical exercise regimeis not always suitable due to healthissues.

“A one to one, personalisedapproach is required and this hasother benefits, such as confidencebuilding and weightloss. We’ve turnedpeople’s lives around, improving qual-ity of life, reduced pain and increasedwellbeing.

“Referrals have doubled to almost200 clients within the last year. This isa tremendous success, where a part-nership with local health care is reallyimproving local people’s health andwellbeing.”

Marie Pickering

THE Gym Group has become the onlygroup operator in the UK fitness sec-tor to be awarded the Investors inPeople Silver standard.

The Gym Group, which was recog-nised as an ‘extraordinary’ company,was awarded the coveted Silver stan-dard following a rigorous independ-ent assessment and was praised for

demonstrating excellence in peoplemanagement, leadership and per-formance evaluation.

CEO of The Gym Group JohnTreharne said: “To be given such aprestigious national award is a fantas-tic achievement and acknowledgesthe hard work, enthusiasm and dedi-cation of the team.”

Gym Group in Silver standard first

A team of staff from Trafford Community Leisure Trust are celebrating after winning theGreater Manchester Marathon Relay event. The team – Andy Mooney, Neil Toner, ChrisWest and Paul Murray – also received an award in recognition of their efforts from Trustchief executive Bernie Jones.

LIFE Fitness has kicked off its searchfor the world’s best personal trainersto watch, with nominations now openfor this year’s competition.

In partnership with leading globalfitness organisations, including theInternational Confederation ofRegisters for Exercise Professionals,EuropeActive, Life Fitness Academyand the American Council onExercise, the scheme recognises andrewards elite trainers around theworld.

President of Life Fitness ChrisClawson said: “The Personal Trainersto Watch programme seeks the best inthe profession, and is our way ofrecognising those who share our pas-sion for helping people live healthier,

more active lives.“The 2014 programme was truly an

international competition, and thisyear, we are excited to reach evenmore personal trainers across theglobe.”

Nominations can be made onlineuntil July 15 and the top 10 finalistswill compete in a live global competi-tion in October to determine the win-ner. All finalists will receive anexpense-paid trip for the final judgingevent, a continuing education coursecredit from Life Fitness Academy,international recognition and a per-sonalised award plaque.

The grand prize winner will alsoreceive $5,000 USD toward his or herpersonal training business.

Search begins for world’s best PT

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Exciting new club attracts‘a real mix of members’ By Olivia Taylor

PEOPLE on The Wirral are making themost of the exciting new facilities atthe latest affordable gym in the area,Gravity Health Club.

Previously named Evolution, newowners purchased the premises inNovember 2014 and have trans-formed it into a ‘state of the art club’with 800 new members signed up to12-month contracts.

The club boasts 40 group exerciseclasses a week, along with a selectionof free weights, fixed weights and car-dio equipment. Members also havethe opportunity to see a personaltrainer when they join.

Co-owner Julian Pepper said: “So farit’s running perfectly, but I’m notgonna be happy until we have 3,000members.

“Before no one was getting lookedafter. If you look after the membersthat you’ve got, then they’ll tell theirfriends and you’ll get more.”

In the future, the team at GravityHealth Club are looking to introducechildren’s classes, functional trainingfacilities, an outdoor boot camp and ahealthy cafe for members.

Julian added: “We’ve got a real mixof members from 16-year-olds to 80-year-olds. We’re not just concentrat-ing on one thing – the plan is to con-centrate on everything.”

Julian is a firm believer of guiding

your members through their fitnessjourney, helping them choose a fit-ness plan when they join and beingthere to advise them on the next stepto take after they've accomplishedtheir fitness goals.

He added: “Members are loving it. Iwant it to be like a big family. I’ve

always wanted to have a gym, andnow I do, I’m loving it.”� Have you recently opened a gym orrefurbished your existing facility tobring it up to date with the latesttrends? Email your news to ce@script-media.co.uk and you could appear ina future issue of the magazine.

The newly refurbished Gravity Health Club .

A personal trainer who lost 10 stone on herown weight loss journey has joined FitnessUnlimited to help others in Sheffieldachieve their goals. Sharon Newson will beworking as a trainer at Concorde SportsCentre, inspiring members to lead healthierlifestyles. Sharon said: “I now live life tothe full. I use my life experiences andknowledge to help others get physicallyactive and healthier as well as to becomeinspired and motivated and make the mostout of their lives.”

UK FITNESS SCENE12Boutique fitness studios are on the rise, according to a new report which claims expert instruction, a nurturinggroup environment and an emphasis on great service every time is proving to be a winning formula. Workout tooka closer look at the report – and revealed some of its findings.

Boutique studios have potential toshake up the market, report claimsA ‘KEY growth sub-sector in an other-wise sluggishly mature industry’ ishow author Ray Algar describes bou-tique fitness studios; suggesting thiskind of facility has the potential toshake up the market.

Defined as a facility which generallyfocuses on one area of group exercise– such as indoor cycling or barreworkouts – and delivers it extremelywell, boutique studios – examplesinclude London based BOOM Cycleand 1Rebel – also share other com-mon characteristics which makethem stand out from the crowd.

These include being of an intimatescale, offering clients a nurturingenvironment and being a place whereparticipants come together to share acommon interest through taking partin a specialised class.

According to the report, competi-tion within the industry is intensify-ing and in recent years, the rise of lowcost gyms has led to members dis-cussing how little they pay for theirgym membership.

Now, in what the report calls a‘bifurcating’ market, the industry isforking down two paths; ‘self service’which is being well catered for by thebudget sector and ‘supported’ whereconsumers seek guidance and a morepersonalised experience – a gap beingcapitalised on by leading boutiquestudios.

When it comes to the issue of price,with a 45-minute class at one of thesefacilities potentially costing morethan one month’s membership at alow-cost gym – the report suggestsincreasingly discerning consumersare willing to pay a premium for theirworkouts – but expect something spe-cial in return.

Not tying them into contracts alsomeans the emphasis is on the facilityand its staff to deliver an outstandingexperience every time to encouragethem back through their doors andcreate a loyal following or ‘tribe’.

“We do not get a second chance sohave to be amazing from start to fin-ish”, explained Kevin Yates, directorand investor at 1Rebel in the report.

“Our whole strategy is around indi-vidual experiences from the momentyou enter through the velvet curtainssprayed regularly with lavender, tothe welcome smile from ourconcierge team.”

By offering other extra specialtouches, such as Egyptian cotton bathtowels, heated seats in the changingrooms and hair products and cosmet-ics post workout, Kevin believes the1Rebel customer “has not even start-ed their workout and they have hadnumerous experiences that you do

not get in small or large gyms.”BOOM Cycle founder Hilary Gilbert,

meanwhile, believes her two studiosare thriving because they offer ridersa shared experience, always deliveredon a first class level, and focus on onetype of workout – indoor cycling –which allows them to invest all theirenergy into getting it right.

She added: “The amount of timeand resources that go into creating,developing and curating the BOOMCycle experience is enormous – wesell one product so need to make sureit is excellent every time.”

The report also profiles US phenom-enon Soul Cycle as a success story,revealing what the UK industry canlearn from the way they have devel-oped, as well as taking a closer look athow changing consumer habits aredeveloping a trend for fitness fans toadopt a ‘best in class’ approach towhere they work out; choosing the

best place for different classes ratherthan attending the same gym for alltheir needs.

The report added: “The strategicprofile for a studio is very different. Itchooses to eliminate the membershipmodel, which it believes to be unnec-essary in forging engagement withcustomers.

“The result is that a very differentstrategic profile is created, whichallows studios to break free of lowprices, discounts and year-round pro-motions. This is because it exudes aconfidence in its ability to make ameaningful difference in the lives ofits customers.”� The full report can be purchased athttp://www.oxygen-consulting.co.uk/knowledge-store/and we’d love to hear your thoughtson its findings. Send your commentsto ce@scriptmedia.co.uk or contact uson Facebook or Twitter.

Ray Algar (left) dexcribes studios such as BOOM Cycle (right) as a ‘key growth sub-sector in an otherwise sluggishly mature industry’.

UK FITNESS SCENE14An active Britain for all is the vision laid out by Baroness Tanni Grey-Thompson, following her appointment as thenew independent chair of ukactive. Here she answers Workout’s questions about her new position; the biggestchallenges and opportunities it presents – and the vital role gyms and fitness professionals can play.

ukactive chair lays out hervision for an active BritainHow do you feel about your new role? “It’s extremely exciting. The team arepassionate about their work to getmore people, more active, more oftenand deliver great benefits to mem-bers. I’m looking forward to support-ing them in my new role.”

Why are you looking forward to being apart of ukactive?“ukactive’s mission embodies what Ihave been personally passionateabout my whole life, as an elite ath-lete and now as a campaigner. We canmake a major impact on the health ofthe nation and our members are a keypart in making that happen on theground.”

What will your main goals and prioritiesbe?“My main goal is to get physical inac-tivity seen as the top tier health prior-ity and ultimately to drive up theinvestment in and support of pro-grammes that get more people active.We have to raise the value and impor-tance of activity in society and ukac-tive will play a key role in making thathappen.

“Many are aware that it is a majorproblem but are unsure of the stepsto take to solve it. There needs to be aconcerted effort to find a joined upapproach, through Public HealthEngland, Local Government, charitiesand private companies. Solutions arenot going to come overnight butthrough working with ukactive and

other organisations such governingbodies, we can begin to make theconsiderable impact that is required.”

What do you think the biggest challengeswill be?“The main challenge is simply how toget people more active in a worldwhere technology is so popular andactivity isn’t necessary for carryingout so many day to day tasks. Nowthat we have to make a consciousdecision to exercise, the physicalactivity sector must ensure it findsways to make it enjoyable and not achore, a fun part of everyday life.

“I think another challenge will begetting inactivity recognised as ahealth concern in its own right. Withso many in government and beyondfocused on the issue of weight anddiet, the fact that physical activity willactually make a huge difference totackling health problems is yet tohave quite the same public attentionand government support. We need tostop looking at activity through thelens of obesity and start thinking asmuch about the health of our heartsas the size of our waists.”

Where do you think the biggest opportuni-ties lie around getting more people intophysical activity?“There are opportunities everywhere.So many organisations have a role toplay in this agenda. What’s vitallyimportant is that they are all consid-ering how they can innovate to reach

more people and attract people whothey may not have previouslyreached. We’ve got to continuouslygrow the number of people that wesupport to lead active healthylifestyles.”

What role do you think gyms and fitnessprofessionals can play to attract more peo-ple through their doors?“A key role. Millions of people walkthrough their doors every day. It is theembodiment of the National HealthService as opposed to a NationalSickness Service that deals with peo-ple once it’s too late. Gyms and fitness

professionals have a clear purpose –to improve the health of the nation bygetting more people, more active,more often and it’s important thattheir customers know that.

“Of course there is much more thatsome can do to make sure that theyare affordable and attractive places togo to for those who have in the pastnot been particularly inclined to go togyms. For many who are less active,gyms might appear intimidatingplaces and so really working out whatthey can do to make themselves moreinclusive should be high on the agen-da for gyms and fitness profession-als.”

If any of our readers aren't ukactive mem-bers, why would you urge them to getinvolved?“I’d urge them to get involved as Ibelieve ukactive represents a verypowerful and relevant movement toget more people, more active, moreoften which they are all part of.

“Whether you are a part of ukactivebecause you share our mission, or toget cutting edge insights that improveyour business or simply to benefitfrom the incredible savings on musiclicencing fees or gain a new memberfrom our campaigns, it’s clear to methat the value proposition has neverbeen stronger. Coming in with fresheyes, I can’t imagine a single logicalreason why you wouldn’t be a part ofwhat this organisation is trying toachieve.”

Baroness Tanni Grey-Thompson

By Christina Eccles

FAMILIES in South Wales can nowenjoy the latest sports and adventurefacilities, following a successful rede-velopment programme at CwmbranStadium.

Top of the range fitness facilities,soft play and a 19 wall VerTGo climb-ing facility are now on offer to thelocal community, with a full size 3Gpitch due to open at the end of thesummer.

The £1.7m redevelopment project, apartnership between Torfaen LeisureTrust and Alliance Leisure Services,commenced in December 2014 andhas taken a two-phased approach.

Phase one converted a four courtsports hall into the VerTgo climbingfacility, a 500 sqm soft play area and anew café.

The interior of the old receptionarea was modernised with more effi-cient lighting, engaging artwork, sig-nage and new furniture.

A 350 sqm, 75-station fitness facilityhas also opened, replacing the oldcafé, which includes a selection ofTechnogym equipment.

The final phase of the developmentis currently in progress with a full sizegrass pitch being transferred into astate of the art, 3G pitch.

Business development manager atAlliance Leisure Julia Goddard said:

“We are proud to work in partnershipwith Torfaen Leisure Trust to developfirst class sporting facilities for SouthWales.

“Through creative design the leisurecentre boasts modern facilities toengage and inspire the local commu-nity.

“The new climbing and soft playarea brings a completely new cus-tomer base to the facility, previouslynot catered for.

“Taking part in physical activity as afamily is so important and we areexcited to provide this for theCwmbran community.”

Chief executive of Torfaen LeisureTrust Sally Church added: “The new

developments for Cwmbran Stadiumwill help Torfaen Leisure Trust deliveron its three keys aims; to have ‘morepeople, more active, more often’, tosupport long term sustainability andfuture investment and to ensure valuefor money.

“Despite the current financial cli-mate and significant spending con-straints the trust has invested in cru-cial redevelopment works to providenew activities with particular empha-sis on children, young people andfamilies.”

Other partners working on the proj-ect included Createability, Hangfast,Play Revolution, Ritchies Café andSouth Wales Sports Grounds.

Redevelopment programme features latest equipmentCwmbran Stadium now offers families a 19-wall VerTGo climbing facility (left) and a 350 sqm, 75-station gym (right) as part of the £1.7m two-phased project.

UK FITNESS SCENE 15

A WOMEN only event where competi-tors are measured on fitness as well asaesthetics has crowned its latestchampion.

Victoria Strelucianate, a personaltrainer from Crawley, won the title ofSupreme Champion at Miss GalaxyUniverse after impressing both onstage and on the track.

Founder Sarah Donohue said: “Ihave been in a male dominated sportof powerboat racing for almost 20years.

“We all work as a family unit. It’srare to see it with large groups ofwomen and even in sport, events likethis are rare, so it was always my ideato have a show where team work and

fun is first and foremost. “Of course there is huge competitive

element, but we all have strong pointsand weak points so it’s about recog-nising them in yourself, and eachother and supporting your teammates where they need you most.”

The next Miss Galaxy Universe showwill take place on November 7 and 8.

Victoria is crowned Miss Galaxy Universe winnerCompetitors at the Miss Galaxy Universe competition.

A focus on pre sales, staff training and great customer service has helped a newlyopened leisure centre in Blackburn get off to a flying start. Christina Eccles took alook around.

Hard work helps centreget off to a flying startTHE new multi-million poundBlackburn Sports and Leisure Centreis an eye catching presence in thecentre of town, immediately captur-ing the attention of visitors beforethey even walk through the doors.

And once inside, it’s all about thewelcome – with staff working hard toensure every member gets an experi-ence which makes them want toreturn time and time again.

The centre opened in March, as ajoint venture between Blackburn withDarwen Borough Council andBlackburn College, and facilitiesinclude a 25m pool, a learner smallpool with a moveable floor, twoflumes, a fitness suite, studio with asprung floor – offering over 40 classesper week – and a separate Spinningstudio.

But even with an impressive offeringto promote to customers, in the faceof ever increasing competition andwith an ambitious target of openingwith 1,000 members, getting the salesprocess right was crucial to sparklocal people’s interest and encouragethem to want to be a part of the club.

To assist with the pre-sale, the clubbrought in industry sales expertLesley Aitken to deliver staff trainingand sales coaching, with a strongfocus on customer service and mak-ing the member journey as seamlessand enjoyable as possible.

Following Lesley’s advice, most saleswere done on the phone, with poten-tial members registering online andthen a member of the team callingthem to follow up.

This allowed each individual to havethat human connection and get theopportunity to speak to someone whocould alleviate any fears and find outmore about their personal goalsbefore they actually came into theclub.

Lesley explained: “The focus reallywas on service. The club has stiff

competition, so it was important toget those sales in early before thedoors opened.

“It was a great project and team.Bringing everyone’s strengths into themix really paid off.”

Several months down the line,membership sales are still goingstrong, according to membership andretention manager Heath Brandwood,with the lessons staff learned withLesley still proving valuable.

He added: “Sales have continued ata similar pace to what they werebefore, which is down to the effortand training we put in earlier on. Thesales culture has been embedded inour staff really well.

“There is always the threat frombudget gyms so we’re now workingwith our staff to make sure they areaware they still need to keep their eyeon the ball.”

One of the centre’s most successfulofferings is its group exercisetimetable and with new classes beingbrought in all the time, includingplans to introduce Les Mills’ Grit later

in the summer, it’s an area which isshowing no signs of slowing down inpopularity.

Heath added: “Classes are goingreally well – we’ve not had to swapanything out due to a lack of demand.Spinning has been particularly popu-lar, as we have a dedicated space andenthusiastic instructors, and linkingup with MyZone gives us real addedvalue.”

Future plans include expanding thefitness offering available in the pool,introducing Swimtag technology andcapitalising on the popularity of smallgroup training.

Lesley added: “The key to successhas been the ongoing training andmaking sure we had the right peopleselling.

“It’s now about not being compla-cent and continuing to make sureeveryone’s sharp and focused on thecustomer experience.

“They are a very innovative team. Ilove working with them as everyone isopen to ideas and doing thingsthey’ve never tried before.”

Blackburn Sports and Leisure Centre (left) features a separate Spinning studio (right).

UK FITNESS SCENE16

By Christina Eccles

AN AMBITIOUS £9m redevelopmentprogramme to improve leisure provi-sion in Leicestershire is taking shape,with local people now able to enjoynew gym facilities and virtual exerciseclasses.

Oadby and Wigston BoroughCouncil is investing in improvementsto Parklands Leisure Centre in Oadbyand Wigston Pool and Fitness Centreafter awarding Everyone Active a 20-year contract to operate both facilitiesin April 2014.

The project at Parklands LeisureCentre and Oadby Swimming Poolbegan last September and involvesrefurbishing the leisure centre andrebuilding the swimming pool.

The development is currently ontrack for a late Autumn finish, withthe new 115 station gym and dedicat-ed group exercise and indoor cyclingstudios already complete.

This work will be supplemented bythe building of a new six lane, 25mswimming pool and changing provi-sion, plus a new café and receptionareas.

Everyone Active has also improvedthe club’s group exercise offering byintroducing virtual group exerciseclasses, allowing the originaltimetable of 44 classes per week togrow to 180 classes.

Everyone Active contract managerJames Naylor said: “So far the refur-bishment works have been greatlyreceived by the members and the

local community and Parklands hasseen an increase in membership of 33per cent since taking over the con-tract in April 2014.

“It has also allowed us to increasethe number of exercise referral classessignificantly meaning that we canmake a bigger impact on the healthand well being of the local communi-ty.

“Many customers have commentedon the light and airy feel of the newgym and the quality of the equipmentthat has been provided.”

Wigston Swimming Pool is also tobe replaced with a new pool and fit-ness centre. The facility will include a25m six lane swimming pool with fullspectator facilities, along with a 60-station fitness suite, with the project

also on track for a late Autumn com-pletion.

Everyone Active area manager DanHicks added: “We are committed todelivering first-rate facilities and assuch are thrilled to be embarking onthese extensive improvement workswhich will greatly enhance the qualityof leisure services in Oadby andWigston.

“Wigston Pool and Fitness Centrewas a tired and ageing facility fromthe 1960s and this project will trans-form it into a welcoming, inspiringspace for people of all ages and abili-ties to get active in.

“Once complete, the refurbishedParklands Leisure Centre will have thefeel of a high end private health clubbut at local authority prices.”

Redevelopment programme takes shapeThe new gym at Parklands Leisure Centre in Oadby features a new 115-station gym (left) and dedicated group exercise and indoor cycling studios (right).

By Christina Eccles

PEOPLE who post Facebook statusesabout their diets, exercise andaccomplishments can typically bedescribed as narcissists, according tonew research from Brunel UniversityLondon.

Psychologists surveyed Facebookusers to examine the personalitytraits and the motives that influencethe topics they choose to write aboutin their status updates.

The data was collected from 555Facebook users who completedonline surveys measuring the ‘BigFive’ personality traits – extroversion,neuroticism, openness, agreeable-ness and conscientiousness – as wellas self-esteem and narcissism.

The research found:� People with low self-esteem morefrequently posted status updatesabout their current romantic partner.� Narcissists more frequently updat-ed about their achievements, whichwas motivated by their need forattention and validation from theFacebook community. These updatesalso received a greater number of‘likes’ and comments, indicating thatnarcissists’ boasting may be rein-forced by the attention they crave.

� Narcissists also wrote more statusupdates about their diet and exerciseroutine, suggesting that they useFacebook to broadcast the effort theyput into their physical appearance.

Psychology lecturer Dr TaraMarshall, from Brunel UniversityLondon, said: “It might come as littlesurprise that Facebook statusupdates reflect people’s personalitytraits.

“However, it is important to under-stand why people write about certaintopics on Facebook because theirupdates may be differentiallyrewarded with ‘likes’ and comments.

“People who receive more likes andcomments tend to experience thebenefits of social inclusion, whereasthose who receive none feelostracised.

“Although our results suggest thatnarcissists’ bragging pays off becausethey receive more likes and com-ments to their status updates, itcould be that their Facebook friendspolitely offer support while secretlydisliking such egotistical displays.

“Greater awareness of how one’sstatus updates might be perceived byfriends could help people to avoidtopics that annoy more than theyentertain.”

Status updates reveallow self-esteem andnarcissism, study finds

Deniz joins Leisure-netas associate consultantMINDFULNESS coach and founderof Human-Business, Deniz Paradothas joined Leisure-net Solutions asan associate consultant, followingon from a successful keynote ses-sion at active-net.

His role will be to lead on deliver-ing mindfulness service, The Way ofthe Chimp, into the active leisuresector.

The Way of the Chimp focuses onfive essential workplace qualities:cultivating leadership skills, strate-gic thinking, productivity, self-man-agement and interpersonal skills.

Leisure-net Solutions will supporthim by delivering the MindfulnessMatters Survey into organisationsand linking mindfulness to its otherpeople development work. Leisure-net will also help Deniz to developthe first corporate mindful app.

Joint director of Leisure-netSolutions David Monkhouse said:“We are looking forward to workingwith Deniz, developing and deliver-

ing thisinnovativeservice intoour sector.

“He gainedsome excel-lent feed-back fromactive-net2015 andmany cus-tomerstalked ofhow muchvalueHuman-Business would bring totheir operation.

“We focus so much on physicalhealth in our businesses but it isequally important to think aboutthe mental health and happiness ofthe people who work for us. We arereally looking forward to enhancingour ‘People Development’ offer andhave great plans for bringing mind-fulness to the sector.”

Deniz Paradot

Freedom Leisure extends its portfolioFREEDOM Leisure has extended itsportfolio by winning the contract tooperate 15 sites in Powys.

The operator will work in partner-ship with Powys County Council on a15 year contract and an investment ofaround £2.5m has been promised toallow significant improvements acrossthe contract including site develop-ments at three facilities and five envi-

ronmental upgrade projects. MD Ivan Horsfall Turner said: “Our

aspiration, as always, is to deliver alocally focussed leisure service for thecommunities in Powys. The widerange of sites gives us plenty of scopeto enhance the leisure facilities in theregion which, in partnership with theCouncil, will benefit from an invest-ment of around £2.5m.”

UK FITNESS SCENE 17

Customers’ socialmedia complaintsrise dramatically,new report findsBy Christina Eccles

FRUSTRATED consumers are increas-ingly turning to social media to com-plain about issues such as customerservice, a new report has revealed –but it’s not all bad news for compa-nies which capitalise on their onlinepresence.

The report – Service Goes Social:how organisations can deliver cus-tomer service through social media –has been published by The Institute ofCustomer Service and is based on theviews of 2,195 consumers and 12 in-depth interviews with senior cus-tomer service executives.

The research found one in foursocial media users in the UK usedplatforms such as Facebook, Twitter,Instagram or Google+ to make a com-plaint over the past three months.

It also discovered that if traditionalmethods for voicing satisfaction aren’teffective, 12 per cent of customers willuse social media platforms to escalatetheir complaint.

However, organisations should notfear the increased level of activity onsocial media, as the data goes on tofind that two-thirds of customersdescribe their interactions as “a goodexperience”, with just 14 per cent sug-gesting their experience was less thanpositive.

CEO of The Institute of CustomerService Jo Causon said: “We havereached a point where social media isnot just a necessary component of acredible customer service strategy butone which offers powerful insightsthat drive better innovation, co-cre-ation and collaboration.

“To make this a reality, social media

needs to be a central part of a coher-ent, sustained and long-term focus oncustomer service strategy, somethingthat many organisations are yet todo.”

With customers aged 45-54 the mostlikely to share their experiences of anorganisation through social media –closely followed by 18-24 year olds –the report suggests it is too easy fororganisations to assume youngershoppers are the dominant force insocial media, when evidence suggestsits use is more widespread.

And according to the research,organisations need to focus on anumber of key factors to make sure asocial media strategy is successful,including making sure employees arefully trained in how social mediaworks, empowered to make quickdecisions and have the ability to exer-cise good judgement when dealingwith customers.

Jo added: “The shift from a transac-tional economy to a relationshipeconomy has been influenced and ismost visible through new channelssuch as social media.

“Customers are no longer happywith one-way directional communi-cation and expect to engage in con-versations with the organisations theydo business with.

“Organisations that do this well havea competitive advantage over thosethat are slow to adopt. It’s all aboutchoice and enabling the consumer tointeract with the company in a waythat they choose.”� What do you think? How does yourgym utilise social media? Send yourcomments to ce@scriptmedia.co.ukand you could appear in Workout.

A brand which produces athletic socks celebrated National Running Day by organising a 5krun to raise funds for children’s charity Happy Days. The Happy Socks X Happy Days charityrun began at the Happy Socks store in London’s Seven Dials and proceeds generated fromthe Athletic collection pre and on the day of the event were donated to Happy Days.Everyone who took part was entered into a prize draw to win a pair of Happy Socks foreach week of the year and a three month gym membership with Fitness First, with all run-ners receiving a complimentary three day gym pass. The run was hosted by Fitness Firstpersonal trainer Phoebe Begg and refreshments provided by natural soft drinks brandCawston Press.

New kit for Treatment CentreST Andrews Police Treatment Centrein Harrogate has installed a range ofnew Life Fitness equipment.

The facility is part of The PoliceTreatment Centres, a registered chari-ty which provides treatment, recuper-ation, support and rest, includingintensive, police-specific, physiother-apy and rehabilitation.

For the past 12 years, St Andrews hasreceived reconditioned Life Fitnessequipment. However, thanks to£502,000 of government backing, StAndrews has now invested in cuttingedge cardiovascular and resistanceequipment in order to continue to

offer the highest level of treatment. The new equipment comprises 13

cardio stations, including the IntegritySeries PowerMill Climber, CrossTrainer and Recumbent LifecycleExercise Bike. The five resistance sta-tions installed include the OptimaSeries Heavy Weight Stack, AdjustableBench and Dual Adjustable Pulley.

CEO of the PTC ,Patrick Cairns, said:“This is the first time the PTC hasreceived brand new equipment, andthere is no doubt that this will, andindeed already is, benefiting therecovery of the retired and servingofficers that come here.”

TWO members of staff from CombeGrove Manor Country Club werecrowned ‘top dog’ after winning acharity challenge.

This year’s Kennel Break corporatechallenge at Bath Cats and DogsHome attracted a record-breakingnine participants from local busi-nesses in and around Bath.

Each person or team was locked ina kennel for one hour with only theirmobiles and laptops to help themraise urgently needed funds for thehome.

Thanks to the generosity of col-leagues, clients, family and friends,their fundraising efforts secured atotal of £11,417.76 in just two hours.

Their individual target was £1,000as the ‘release fee’, but everyonestayed in much longer in order tokeep the donations coming in.

Combe Grove Manor’s LucieHarrison and Ben Chun raised themost money with a total of£1,851.50.

Leisure and beauty manager Lucie

said: “We had no idea that it costs£5,000 a year to operate just onekennel, so this definitely spurred uson to get as much money as wecould.”

Duo are top dog at challenge

Combe Grove Manor Country Club staffmembers Lucie Harrison and Ben Chun.

National Fitness Awards’ judge and industry veteran Ken Heathcote has successfully com-pleted the Great North Swim in Lake Windermere, coming first in his age and gendergroup. The 5k swim is the equivalent of 200 lengths in a 25m pool, with Ken finishing in atime of 2.06.04. He said: “Swimming three miles in open water in a temperature of 16.5degrees at nearly 80 years of age is quite a challenge and also you have the added factorof another 200 plus swimmers going in at the same time. There is difficulty sighting thebuoys whilst being exposed to the elements for two hours or more. If there is a messagefor the young and upcoming trainers it would be, 'Don’t set your goals too low for an easyride – set them high, and train hard to achieve them.' That is what I did.”

MULTI award winning actors Sir IanMcKellen and Sir Derek Jacobi recent-ly dropped in to Fit4less Highbury tofilm scenes for their popular sitcomVicious.

Filming took place over a weekendin December last year and providedfranchisee Ian Rajan and his teamwith the opportunity to meet thestars.

Ian said: “We were approached by

production company Brown Eyed Boywho looked at around 30 gyms in andaround London as potential locationsfor the scene.

“They really liked the bright andvibrant atmosphere of Fit4lessHighbury, and we were of coursedelighted when they chose us.

“It was great for my daughter to getGandalf’s autograph and meet herfavourite wizard in real life.”

Highbury gym makes TV debut

UK FITNESS SCENE18

Social media –the new kidon the blockBy Nick Orton

COMMUNICATING your idea doesn’trequire a marketing degree, but itdoes require careful thought and con-sideration.

You might be certain that whatyou’re offering is head and shouldersabove the competition, or completelydifferent to what’s out there, but it’sother people that you have got toconvince.

Marketing is about effectively target-ing the group that you want to hearyour message – and making sure theyhear what you are saying clearly.

Recent years have brought a boomin an entirely new type of marketing,online and specifically through socialmedia. It’s still in its infancy and verylittle is known about what reallyworks and what doesn’t – ideas movequickly, as does popularity!

For many businesses starting out itseems like a great idea. Cheap andseemingly easy to build up a base ofinterest.

The problem is that success is meas-ured by ‘followings’ or ‘fans’ – but it’sthe interactions and in particular thequality of those interactions that real-ly matters.

Assuming the interest is genuine (Istrongly advise against ever generat-ing fake interest in your business)then you need to utilise it, otherwiseit will both stagnate and provide littleactual benefit beyond self-satisfac-tion.

In fact, it can do damage. Profileswith large followings that offer littleby the way of interactions stand out.It’s obvious when popularity has beenpurchased.

Utilising genuine interest requiresthat you work out how it will con-tribute to your overall aims. Socialmedia, and of course there are differ-ent types of platforms, works bestwhen you use each platform as a tool.

For example, an athlete who wishesto build up his reputation as a sourceof knowledge on fitness might use theplatform as a question and answer

forum.The way in which you use social

media will vary and should acrossplatforms. Tempting though it is,transplanting content across is usual-ly noticeable and lazy. After all, youwouldn’t use the same content usedfor a poster in a leaflet. It is importantthat everything done online isfocused and considered.

Some companies and businessesuse it as a way to market special pro-motions, in a similar way to more tra-ditional marketing.

Others use it to develop a communi-ty around their brand, and plenty do acombination. All those doing it wellconsider what their audience wantsand needs. Think quality above quan-tity.

However, do not underestimate thenegative impact social media canhave as well. Bad reputations spreadfar more quickly than good ones,especially in social media.

If you say something that your targetgroup takes a dislike to, it will spreadlike wildfire and be entirely out ofyour control. Think carefully andfocus on your plan.

The obvious anomaly in socialmedia is personal profiles. They areoften used for other reasons. Perhapsfor your own social circles or as anoutlet for other interests.

While this makes them less impor-tant in terms of your business – bearin mind that things you say could betaken negatively and are often pickedup. It’s also a good avenue for peoplewho are interested to see the individ-ual behind a brand. So if that’s usefulfor your aims, bear it in mind.

View your social media as youwould any communication you wantto share about your business. Is itvaluable? It’s easy to make noise,especially negative noise, but onlydone correctly does this new age mar-keting have concrete benefits.

Think carefully, and as always,THINK BIG!!� Nick Orton is CEO of BodyPowerExpo.

OVER 120 people attended the VIPlaunch of a new low cost gym inWickford, enjoying exclusive earlyaccess to the equipment, advice frompersonal trainers and a special mer-chandise pack.

Managed by Impulse Leisure, TheGym Hub offers a wide range of car-diovascular and resistance equipmentfrom Technogym, freeweights up to60kg, as well as a functional trainingzone with kettlebells, medicine ballsand a TRX Suspension Trainer; all fora cost of £20 per month.

Members can also benefit fromchanging and showering facilities and

a social hub area where they can graba snack and a drink after their work-out.

Marketing manager at ImpulseLeisure Michael Hurcum said: “We’reabsolutely thrilled with the responseto The Gym Hub.

“It’s a great club with high qualityfitness equipment and a friendlyatmosphere, all for a low cost with nocontract.

“Some of the guests at our VIP nightwere so impressed that they joinedthere and then on the night so theycould start using the facilities the nextmorning.”

Attendees enjoy early accessto equipment at VIP launch

The Gym Hub in Wickford will be managed by Impulse Leisure.

GLL has been awarded a new man-agement contract to operate a rangeof leisure centres on behalf of Bathand North East Somerset Council.

The new contract covers Bath Sportand Leisure Centre, KeynshamLeisure Centre, Culverhay LeisureCentre, Chew Valley Leisure Centre,Odd Down Playing Fields and theBath Pavilion.

Through an estimated £17m ofinvestment, the council’s leisure cen-tres will be modernised and upgradedby GLL, with work including the con-struction of a new leisure facility in

Keynsham and a major refurbishmentof Bath Sports and Leisure Centre.

Managing director of GLL MarkSesnan said: “We are very pleased tohave been chosen to manage theleisure facilities in Bath and NorthEast Somerset on behalf of the coun-cil. As a ‘not for profit’ charitablesocial enterprise who operate over170 sport and leisure facilities acrossthe UK, our objective is to increasesports, health, and physical activity inBath and North East Somerset, and tobolster levels of sports participationin each of these leisure facilities.”

GLL awarded Council contract

20

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

BOUTIQUE fitness is one of thehottest topics in the industry at pres-ent, with a new report just releasedon the subject generating debate andan interesting panel discussion on thefuture of ‘big box’ gyms at the recentukactive Flame conference suggestingsmaller, independent, niche studioshave the potential to shake up themarket.

Depending on which way you lookat it, this type of facility may be seenas a threat to traditional operators, oras many of the forward thinking clubsare looking at it, an opportunity forthem to redefine their own offering tobest suit the needs of their targetmarkets.

And with many people still strug-gling to fit any exercise into their dailylives, maybe a shake up is needed toget these individuals through thedoors of clubs, into studios, the poolor outdoor fitness in the first place?

But what does boutique fitness actu-ally mean? Defined in Ray Algar’sreport – more of which you can readon page 17 – as a facility which gener-ally focuses on one area of groupexercise, boutique studios also shareother common characteristics such asbeing of an intimate scale, offeringclients a nurturing environment and

giving participants a great service andexperience every time they visit.Common characteristics I would saywhich they share with many inde-pendent gyms.

Although most independent opera-tors may not have a ‘niche’ offering inthe sense they focus solely on onetype of class, a lot will have their ownniche, whether that is strength train-ing, combat, functional training orbeing a ladies only club, meaningthey have well trained staff in theseareas, focus on delivering this type oftraining really well and, certainly fromour experience of visiting many ofthem for stories in the magazine or aspart of the National Fitness Awards’judging, deliver a top quality service.

So with boutique fitness hitting theheadlines and consumers clearly hav-ing an appetite for this type of facility,why not make the most of the oppor-tunity and shout about what makesyou special?

In a world where customer experi-ence is key, this market shift couldprove valuable for independent clubswho can focus on delivering a qualityservice to customers and in manycases are small enough to be able todeliver that all important personaltouch to every member who walks

through the doors.I’m sure for many Workout readers,

these key characteristics are nothingnew to them and they’ve been offer-ing this type of experience for years.

But if independence, niche and bou-tique are suddenly the words whichpeople want to hear, are you reallyshouting about the fact you can deliv-er these things? And if not, maybe it’stime to start.

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:

Are you entering the National Fitness Awards this year? Why do you think it’s important operators put themselves forward forindustry recognition? Let us know what you think and tell us why your gym deserves an award and we could include news fromyour club in Workout.

Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

Christina Eccles

@jkey8: Many thanks to@WorkOutUK and @USN_UK for theprotein prize. Looking forward to try-ing it out with my training.

@katiebulmer1: Big honour to be onthe cover of this month's@WorkOutUK

@FitnessFlexGym: Look out forsome articles about our gyms andmembers in @WorkOutUK over thecoming months! Be sure to give thoseguys a follow!

@ScriptMktgSols: The@FitnessAwards are coming aroundfast again! Soon be back on the roadfilming sponsor videos!!

@clubzestfitness: We’ve justentered the National Fitness Awards@WorkOutUK @FitnessAwards...eeeeeekkkkkkkk!

@MasBodyDev: Runner up 2014..Means one thing... I'm going biggerand better in 2015 @FitnessAwardsI'm coming for you.

@LeighDez: Thanks to@WorkOutUK for sending me a copyof the latest issue with my featureinside, always surreal.

@_ukactive: Great read on overcom-ing the barriers of #exercise duringpregnancy by @CherylHersey@actionPR @WorkOutUK

@kimingleby: Loving @WorkOutUKthis month and so happy to be judg-ing the #NFA alongside the one andonly @richcallender #respect, getyour entries in!

@astleysports: @WorkOutUK wehave just launched @clubberciseclasses at #ASV and getting hugeturnouts and great feedback.

@NAhutchinson: Thanks to@USN_UK and @WorkOutUK for mygreat nutritional prize pack #winner

BARNSLEY based personal trainerStephanie Guest got to meet Olympicchampion Jessica Ennis-Hill on arecent visit to the English Institute ofSport in Sheffield.

Stephanie met the star when sheaccompanied a group of childrenfrom SMAT – a Barnsley primaryschool academy trust – to their sportsday at the venue.

She said: “SMAT chooses to hosttheir sports days and athletic compe-titions at the EIS because it is aninspirational venue.

“The opportunity for the childrenenrolled in SMAT schools to not onlycompete in such an arena, but to havethe potential to meet professional ath-letes and Olympians such as Jess, canonly increase their aspirations forfuture sporting excellence.

“Who knows... some of our childrenmight go on to become Olympiansthemselves!”

Picture of the month

PT meetsOlympicchampion

UK FITNESS SCENE22Offering an additional service for his personal training clients who couldn’t get to the gym as often as they wantedsparked an idea in Kevin Foster-Wiltshire’s mind that the industry was missing a trick when it comes to peoplewanting to work out at home. Christina Eccles discovered the GymCube.com story – and found out why Kevinbelieves the service is complementing – not competing – with gyms.

IMAGINE having top trainers such asPierre Pozzuto, Richard Callender andKatie Bulmer-Cooke in your livingroom; teaching you the latest work-outs, at a time which suits you, with-out you even having to leave the com-fort of your own home. Sound appeal-ing? Well, the GymCube concept is asclose to that as you can get withoutactually having them there in person.

The brainchild of Kevin Foster-Wiltshire – a Reebok master trainerand Closer magazine’s latest fitnessexpert – the site offers a variety ofonline exercise classes, which sub-scribers can access whenever andwherever suits them.

The first 30 days are free and afterthat if people decide they like theservice, it’s £9.95 per month, givingthem unlimited access with no con-tract.

And with 13,000 active members,the site is proving popular; attractingboth people who want a non intimi-dating way to get into exercise andseasoned fitness fans wishing to sup-plement their gym and PT sessionswith additional home workouts.

Kevin explained: “I was working at agym in Hale and had clients whocouldn’t train as often as they neededto because they couldn’t make thegym.

“I started doing different routinesand filmed myself in the studio, pack-aging up the DVDs to offer a high endservice for clients who wanted thathome element.”

The idea proved so popular with his

personal training clients, Kevin knewit had more potential, and decidedthe next step would be live streamingworkouts on the internet to a wideraudience – and so GymCube.com wasborn.

He added: “I left a job where I wason £70,000 per year and set upGymCube. I put all my savings into itand loaned more on top.

“We took 300 members on the firstday, which was amazing after puttingall that hard work in.”

Throughout 2013 when the site waslaunched, workouts were streamedlive and at the end of that year,GymCube.com had about 5,000 mem-bers.

Thinking ahead about how he couldexpand the concept, Kevin then gath-ered feedback from users as towhether they minded the workoutsbeing live or would be as happy withrecorded ones.

“We talked to them and the vastmajority didn’t mind us being live ornot, so we took the decision to mix itup, and started to bring in more toplevel presenters. Now we could bringthem up from London and evenabroad and film them all day.”

After successfully running with amix of live and recorded workouts forthe next three months, Kevin took thedecision to stop the live element anduse all recorded sessions – giving himmuch more flexibility with presenters,range of workouts and timetabling.

Now fast forward to January 2015and after securing a £1m investment,

the future is looking bright for Kevinand he has big plans for the business,including the launch of GymCube TVin September.

He added: “The whole game haschanged now. I brought a new teamin in January. Up to this point, I’dbeen a one man band, but now I’vegot a full team of staff.

“Over the last six months, we havecompletely restructured and are nowrebuilding the site.”

With popular sessions include HIITand indoor cycling, and classes last-ing from 10 to 40 minutes, there’ssomething for everyone on the site.

But Kevin insists he’s not in competi-tion with gyms. Instead he believes,his service can complement whatoperators and PTs are offering.

He added: “I’ve got so many e-mailsfrom people thanking me andGymCube for giving them the confi-dence to go to the gym.

“I don’t see us as a gym enemy, I seeus as an enhancer. A large part of ourcustomer base is people who have gotpersonal trainers, they’ve got gymmembership and they use Gymcubeas a top up. It helps with keepingthem going and on track with theirgoals.”

Personal training at home serviceattracts thousands of members

GymCube.com founder Kevin Foster-Wiltshire

UK FITNESS SCENE 23

Advertiser’s announcement

Disruption is coming! ... and not everyone is going to like it

What disruption is coming?The disruption is going to be in theway operators buy gym equipment,an industry wide change from a‘Push’ Model to a ‘Pull’ Model.

What is a Push Model?A push model is where operatorsmeet with equipment suppliers and‘Push’ Equipment into gyms with nodata on what customers demandactually is for the equipment.

This model is very inefficient atgetting the right equipment, in theright quantities to meet with cus-tomers demand.

What is a Pull Model?A pull model is where the customersare enabled to pull the equipmentthey want into the gym, in the cor-rect quantities to match their levelsof demand.

How does the Pull model work?By measuring how much customersuse the equipment, and what theirdemand levels are for it, is the start-ing point.

It is like the Point of Sale system ina supermarket, by measuring howmany items are being bought, thesupermarket know how much torestock of each item and customers‘Pull’ products onto the shelves,operators restock according to whatcustomers demand levels have been– this is a ‘Pull’ model.

By measuring the demand levelsfor gym equipment we do the same,where it is this information on cus-tomer demand that determineswhat equipment and in what quan-tities gym operators should restock,when they do a refurb.

What is wrong with the Push model?Without information on customerdemand too little of some equip-ment is bought, and too much ofother equipment.

The shortages cause customers tobe frustrated, and the excess equip-ment is a waste of money. This isexacerbated by the influence equip-ment manufacturers have on theprocess as they are incentivised tosell more expensive equipment.

Is it a coincidence that the mostoversupplied equipment into theindustry is the equipment manufac-turers make the most money on, andundersupplied is the equipmentthey make the least?

What are the benefits of a ‘Pull’ model?The first benefit of the pull model is

once operators restock equipmentaccording to customers demand lev-els for it they remove the equipmentshortages which makes customers alot happier, and this improves reten-tion.

The second benefit is operators

stop buying the excess expensiveequipment, reduce their cost base,making them significantly moreprofitable.

So who are the winners and losers of aPull Model?Customers will win as equipmentshortages are removed.

Gym operators will win as theyhave happier customers and do thisat a lower cost, as they remove thewaste, excess kit from their gyms.

The equipment manufacturershowever will be the losers, as theywill no longer be able to push excessexpensive kit into gyms.

We anticipate the change to costmanufacturers tens of millions overthe coming years.

Rory McGown

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Top 3 equipmentshortages in gyms

1) Benches (and dumbells)2) Soft Stretching Mats3) Cables Stacks

Top 3 oversuppliedequipment types

into gyms1) Crosstrainers2) Treadmills3) Upright Cycles

Most Undersupplied

Most Oversupplied

24

Being crowned the best new gym in the country at the 2014 National Fitness Awards topped off an amazing firstyear in business for Sheffield based independent gym Fitness Garage. And that was just the beginning. ChristinaEccles took a look around – and tried out one of their signature classes.

Fitness Garage’s ‘body mechanics’aim to fine tune your performanceFINE tuning your performance is theaim of the game at Fitness Garage,with staff – or body mechanics asthey’re known – there to help mem-bers achieve their goals every step ofthe way.

The garage theme runs throughoutthe business – from the Refuel Barserving healthy drinks and snacks tothe Service Bays offering massage,hairdressing and tanning – creatingan impressive, well thought out facili-ty, where it appears things are goingfrom strength to strength for theteam.

Co-owner Gemma Woodheadexplained: “It’s going really well. Welearned a lot in our first year and

we’ve become pretty settled. “We’ve got a good membership base

and are well recommended by ourmembers to friends.”

Innovation and a desire to providesomething different is proving a suc-cessful formula at Fitness Garage,with about 200 members currentlyenjoying the team’s functionalapproach to fitness, at a facility wherethere’s not a treadmill in sight.

Group exercise is also going downwell – but as you would expect, theseare not your average classes.

Sessions taking place on the gymfloor include FG Jump Start (plyomet-rics and bodyweight); FG Spare Tyre(a core and abs workout) and FG

Turbo Charge (kettlebells), plus apopular ‘Fast and Furious’ all round,functional session on the firstSaturday of each month.

Sessions also extend out of the gymwith a weekly running club and staffand members can be regularly foundtaking part in charity and communityevents, from local galas to the SpartanRace and even an upcoming IronMan.

Gemma added: “We try to do theclasses a bit differently and they’re alllinked to our branding.

“When people come in they find weare approachable and relaxed and allvery community orientated – we’realways trying to do something.”

Winning Best Newcomer at lastyear’s National Fitness Awards sawthe club beating off stiff competitionfrom gyms around the country toscoop the accolade – and their trophyand certificate takes pride of place inreception.

They’ve also made the most of theirawards’ success by using the NFAwinner’s logo everywhere from the Tshirts on sale to members, to theirleaflets and website, and Gemma toldWorkout being involved in the eventwas a great experience.

She added: “The awards haveworked really well for us.

“On the night we were totallyshocked to win.”

Fitness Garage staff celebrate their Best Newcomer award at last year’s National Fitness Awards (left) and Workout editor Christina Eccles takes part in a class (right).

FLIP, lift, pull, push and jumpare the five key movementswhich the FG Fully Chargedclass is based around – givingparticipants an all round work-out designed to boost theirfunctional fitness.

After studying the timetableon the Fitness Garage website,this was the one that jumpedout at me as being potentiallychallenging yet fun, meaningwhen I arrived, I couldn’t wait togive the 30-minute session a try.

Following the club’s ‘garage’themed classes and led by co-owner Gemma, I was one ofonly three people taking part inthe Friday morning FullyCharged class and this smallgroup training environment

enabled her to give each of uspersonal attention, whichhelped a lot when it came togetting the movements right –and with boosting motivationwhen the reps got tough!

We began the class with awarm up before taking part incircuits where we’d each try anactivity – including tyre flipping,battle ropes and pushing aprowler on the club’s 30m turf –and then rotating on to the nextone when Gemma instructed usto.

Most of the activities I’d nevertried before and although theywere by no means easy, the sat-isfaction earned from beingable to flip that tyre or push theprowler all the way from one

end of the club to the other –and then pull it back again –made up for the pain!

When the session was over, I

felt like I’d had a really goodworkout and just as important-ly, I’d had a lot of fun. The 30minutes flew by and not oncedid I look at the clock – a suresign of an enjoyable class.

With so much choice on thetimetable, there’s something foreveryone and by cleverly pack-aging them to fit in with theirtheme, the team has managedto make every class soundappealing, different and innova-tive, giving themselves a greatedge in the face of plenty oflocal competition.

I’ve already picked out a cou-ple more classes I’m going to godown and try and can’t wait toreturn to the ‘bodyshop’ foranother session.

Fun class gave me a really good workout

Christina flipping a tyre.

UK FITNESS SCENE26In the second part of a feature, Action PR’s Cheryl Hersey discovers what the industry has to say when it comes tosupporting women on their pre and post natal exercise journeys.

CHAIR of the Guild of Pre andPostnatal Exercise Instructors TanyaStagg believes there is much work todo to improve the support the fitnessindustry provides to pregnant moth-ers.

She explained: “Currently, if youhave a pregnancy qualified fitnessinstructor in your gym, you’re lucky. Ifyou have a pregnancy qualifiedinstructor that’s updated their qualifi-cation in the last three years you’rereally lucky.”

Numbers from REPs back this up;1,700 REPs members hold ante/ postnatal qualifications, that’s just 5.5 percent of their total membership of31,000 fitness professionals.

Tanya added: “Getting pre and postnatal advice on the gym floor is hardto come by. Many fitness instructorshave a lack of knowledge and a fear ofgetting blamed if something goeswrong. The industry needs to combatthis through greater education.”

The guild used to be part of theNational Childbirth Trust but becamean independent organisation in 1996,they now offer CPD training in preand post-natal fitness to membersand non-members alike.

Membership of the guild is morestringent than REPs; in addition toyour base qualification you have tohave completed a minimum of a twoday pre/post natal specific qualifica-tion to qualify. Members must thencomplete pre/post natal CPD everyyear to retain their membership sta-tus. Despite the need for high stan-dards of training, Tanya believes thatall facility operators should providein-house training on the basics of preand post natal fitness.

She added: “If all fitness instructorshad a basic knowledge women wouldbe so much safer.

“Operators need to be training theirinstructors on basic things like how toknow if a post-natal client is safe toreturn to the gym. They would not bequalified to work with them but theycould spot issues and refer as neces-sary.”

She believes responsibility should

also lie with training providers. “We want all fitness graduates to be

encouraged to join the guild as it’s thebest way to stay up to date with yourpre and post natal training,” sheadded.

Tanya feels that many operators shyaway from pre natal group exercisebecause it doesn't make money. Yet inFinland a group exercise concept forpre and post natal mums is provingextremely successful.

Bailamama, which won ExerciseProduct of the Year at Finland's lead-ing industry awards is an equipmentfree concept for pre and post natalmums.

Designed by a midwife, and a phys-iotherapist who specialises in pelvicfloor dysfunction, Bailamama bringspre and post natal fitness to the massmarket safely and effectively.

The pre natal sessions provide a funworkout for the whole body but alsotackle important health issues likeimproving pelvic floor strength andlearning to relax these muscles.Participants get the chance to prac-tice pushing positions and preparementally for childbirth. Exercises arealso included to combat commonpregnancy issues like neck and backpain.

The class concept launched in 2011and is now on the timetable at allclubs across Finland’s two biggest fit-ness chains. “Bailamama has beenextremely well received by operatorsin Finland,” said Maija Kiljunen, oneof the pair behind the concept.

“Offering something for pregnantwomen allows operators to keepexisting members throughout theirentire pregnancy and get them backinto the facility more quickly after thebirth.”

Following on from the pre natalclasses, Bailamama also has a postnatal offering which provides a quickand safe way for members to returnto exercise.

ukactive agree that whilst there ismuch expertise to be had there is stillwork to be done around accessibility.

CEO David Stalker added: “There

are a lot of studies and research outthere that outline the benefits towomen during pregnancy and afterchildbirth.

“It’s important women have theconfidence to take part in the rightand safe levels of physical activityduring the course of their pregnancy,but they must also have access totrained professionals and facilities sothey can do this. There are a lot ofexperienced and skilled people in ourindustry delivering this kind of sup-port for an important demographic ofpeople that will experience real healthbenefits not only for them but fortheir child as well. However, this isnot widely available so what we needto see is a strong commitment fromoperators and the industry as a wholeso these resources can be accessed bythe majority.”

The numbers from REPs demon-strate that PTs holding a pre or postnatal qualification are in the minority.I think it’s fair to say that those thatmany of those who do this training doso to work primarily with this group.My own personal trainer, Matt Shore,does not specialise in working withpregnant women, yet he undertookthe training to be able to better sup-port his clients.

He added: “Last year I had a numberof clients decide to have babies. Itbecame apparent to me that I neededto further my skill set in order to fullysupport the people I work with in thesafest, most informed way possible.”

Matt makes an interesting point that

pre/post natal is labelled as specialpopulation training yet it’s somethingthat is common and normal.

He added: “In the fitness industrythere is much talk of the need to havea niche and be a specialist – which toa level I agree with – but the PT’s jobis ultimately to help the people whoinvest in our services in the best waypossible. To me that means continua-tion of service and an ability to adaptas your clients’ needs change.”

Does the industry need more PTsqualified in pre and post natal fitnessas standard? I would argue yes, butfor Matt it’s not just about holding theright qualification.

“While pre and post-natal coursesdeliver recommendations that aresafe, it is impossible to say whatworks for one will be fine for another.

“In my own experience, the more Iget to know my clients the better Iunderstand them as a whole and theeasier it is to interpret quickly whatthey may be capable of on a givenday. Being able to be flexible andmake changes on the spur of themoment based upon what youencounter has been key to providingmy pregnant clients with the bestpossible experience. A qualificationsays you have been educated to a cer-tain level and can be re-assuring inboth directions but trust is a hugepart of personal training success.”

Accessible information, greater edu-cation and widely available pre andpost natal programming are all thingswe need to see if the fitness industrywants to improve its offering formums to be.

“The more women understand thebenefits of continuing to exercise foras long as they are able to the better.

“That said, greater awareness mustbe backed up with service provision;specific group sessions, 1-2-1 or semi-private sessions should all be morewidely available.”� Cheryl Hersey is a founding partnerof Action PR, a specialist agency sup-porting the health and fitness indus-try. For more information visitwww.actionpr.co.uk

Industry has work to do tosupport pregnant mothers

Cheryl and her personal trainer Matt Shore.

Guildford Lido hosts 24-hour, 24-mile swim to benefit charityGUILDFORD Lido has hosted a suc-cessful charity swim event where 300swimmers took to the water.

Participants aimed to swim a milean hour for 24 hours, with one milebeing the equivalent of 32 lengths ofthe lido.

The swimmers, many of whomwere national, international andworld masters medal winners inopen water, Channel and indoorpool, were raising funds forPlace2Be, a national charity whichhelps children and their familieswhere emotional and mental healthis impacting on their daily lives.

The swimmers set off at 9am inhalf-hourly waves and once they had

completed their mile, the remainderof that hour was free to rest, eat anddrink – ready for the next.

Freedom Leisure area managerSteve May, who kept the facilitiesopen round the clock for partici-pants and supporters, said:“2Swim4Life is a fantastic initiativeand we were only too pleased toonce again be chosen as an officialvenue for the event. Swimming 24miles in 24 hours is a considerablechallenge and the weather was hard-ly kind to the swimmers and sup-porters, being rather rainy andwindy. That didn’t seem to dampenspirits though and the atmospherewas encouraging and supportive.”Rain failed to dampen the spirits at the charity swim held at Guildford Lido.

UK FITNESS SCENE28

By Dave Wright

TECHNOLOGY is advancing. It tookApple 74 days to sell 1m iPhones, 28days to sell 1m iPads and allegedlyjust one day to achieve 1m watchsales.

Meanwhile, recently, wearable wrist-band maker Fitbit was valued at anastonishing £3.8b. Both of these com-panies are using heart rate monitor-ing (or better described as pulse ratemonitoring) as a key addition to theirselling deck, providing more accuratedata on their members’ health.

This all raises great ‘awareness’when we, in the fitness industry, areresponsible for raising heart ratesduring the activities that we providein our fitness facilities.

We all know that training at differentintensities and heart rate zones fasttrack you towards your goals and arealigned with the World HealthOrganisation’s guidelines on measur-ing activity. But in order to train inyour zone, you need gear that will beaccurate, reliable and also fit for pur-pose. And there lies the problem.

Wearables with so called ‘heart rate’are a popular choice for many peoplebecause they are easy to ‘wear’ butthey rely on a prediction of blood flowfrom the heart rather than the electri-cal impulses of the heart’s activity andtherefore are not accurate for 90 percent of activities in the industry. Thedevice shines a light into the blood

vessels in your wrist, and then detectsthe changes in blood volume thatoccur each time your heart beats andpushes blood through your body.Sensors on the device detect howmuch light your blood vessels reflectback: less reflected light means ahigher blood volume. While thismethod is relatively accurate at rest, itbecomes tricky during movementwhen your muscles, tendons and cap-illaries can sometimes get in the wayof the light measurement, causinginaccuracy in the reading.

Companies are now creating algo-rithms for their wristband monitorsthat cancel out the effects of move-ment (Motion artifact removal) sothat if the blood is slushing throughthe veins at a consistent rate (such aswhen walking) then they can predictwhat pace the heart is beating. Whichis great… when you know what thewrist is doing. Not so great when youdon’t. Ie. In a Zumba class, or swing-ing a kettlebell, or any HIIT session.

Chest straps on the other hand wraparound your chest, and monitor heartrate using a technology similar to thatof an EKG, so they measure theheart's electrical activity directly,making them close to 100 per centaccurate both at rest and in motion.

Fingertip scanners are the mostrecent addition to the heart rate mon-itor market. Some phones, likeSamsung and the iphone, allow youto check your heart rate by placing a

fingertip on the camera sensor.Hospital heart rate monitors that cliponto your finger use a similar tech-nology, which once again can onlyreally be used to measure heart ratewhile at rest.

The application and difference ofheart rate monitoring in our industryis very important to understand.Clubs and trainers need to be educat-ed to identify and be able to prescribetraining accordingly with accuratedata presented to them. And whilethe choice to use a wrist based wear-able versus a chest strap is up to theconsumer, it's clear that for accurate‘heart rate’, chest straps (or skinpatches) are undoubtedly the most

accurate option for the time being. You see, there is a belief that the

industry is under attack from con-sumers knowing more about theirown health, bodies and the type oftraining to do than what our owninstructors know. Technology is pro-viding that awareness to self-efficacy,which refers to ‘an individual's beliefin his or her capacity to executebehaviours necessary to produce spe-cific performance attainments andreflects confidence in the ability toexert control over one's own motiva-tion, behaviour, and social environ-ment.’

So the industry must be better pre-pared to deal with the added influx ofheart rate technology, training anddevices to better capitalise on thishuge surge into training. Put simply,to stay relevant to the customer, oper-ators need to be a beat ahead!� Dave Wright is the CEO of CFM(Creative Fitness Marketing), owner ofthe Feelgood Fitness and VoyageFitness Club Chains, A former BoardDirector of UK Active and the creatorof the wearable technology toolMYZONE. With offices in Chicago(US), Nottingham (UK) andMelbourne (Oz), Dave’s companieshave worked directly with over 5,000health clubs across 30 different coun-tries, encouraging people to be moreand stay more physically active.

He may be contacted onDave.Wright@cfm.net

Dave Wright

Straight to the heart of the matter

By Christina Eccles

THE winners of the 2015 ukactive andMatrix Flame Awards have beenannounced at a glittering ceremonyat the Telford International Centre,attended by over 850 people.

The 14 awards’ categories recognisefacilities, suppliers, operators, educa-tional institutes, health practitionersand large corporations that havedemonstrated exceptional standards.

Every organisation who entered willreceive a full evaluation report oftheir submission.

Running over five months, the

assessment process provides a chanceto test and improve facility operationsand receive a comprehensive anduseful feedback report. Winners: Supplier of the Year –Promote PR; Shaping Young Lives –Mytime Active; Healthy Partnerships– Activity Sheffield, Miracle CureProject; Go Outdoors – 1Life, StAlbans Half Marathon; Spark ofInnovation – GymCube; Go Green –1Life; Workplace Wellbeing –Southampton Solent University,Solent Health Spark; Health ClubOperator of the Year – The ClubCompany; Leisure Centre Operator of

the Year – Places for People Leisure;Spirit of Flame – Sarah Denning, LesMills UK; Health Club of the Year(Multi-use) – Benton Hall Golf andCountry Club, The Club Company;Health Club of the Year (Streamline) –Spirit Health Club Gloucester; LeisureCentre of the Year (Multi-use) –Maltby Leisure Centre, Places forPeople Leisure; Leisure Centre of theYear (Streamline) – Stradbroke Swimand Fitness Centre, Everyone Active;Outstanding Achievement Recipients– PureGym, Operator of the Year;Sony and Halo Leisure, WorkplaceWellbeing; 3-1-5 X-Force, Spark of

Innovation.ukactive executive director Steven

Ward said: “I would like to congratu-late everyone who entered this yearand especially the finalists for reach-ing this stage.

“The assessment process has beenestablished as exceptionally rigorousand this year it was even tougher soall the winners should be very proudof what they have achieved.

“Regardless of whether thoseattending won or not, the awardsnight was a fantastic event and welook forward to seeing you all again in2016.”

Annual award winners announcedPlaces for People Leisure celebrate their Leisure Centre Operator of the Year Award success with ukactive’s new independent chair Baroness Tanni Grey-Thompson.

GROUP EXERCISE 29

To trend or notto trend? Thatis the questionBy Louie Fecou

FOR the average group exerciseinstructor, what training to do next isa minefield.

Since Zumba exploded onto the fit-ness scene a few years back, thegroup exercise fraternity found them-selves suddenly in demand and com-munity centres and church halls wereflooded with legions of eager dancefans.

For many it was a chance to finallymake some decent money, and formany, it elevated their profile in theindustry.

Zumba was wild, to the point whereinstructors were competing for primesites and clients.

The first Zumba class I attended hada line outside the door and a declara-tion that not everyone was getting inthat night.

The amazing teacher could onlytake 150 people, so if you were late toget in line, your fitness was on holduntil next time.

The goalpost moving strategy ofZumba, was to allow anyone to attendthe training.

No ETM required, so of course whenthe initial instructors appeared to bemaking their fortune with classes, itwas only a matter of time beforeeveryone became an instructor.

Every boom is followed by a bust,and many would argue that satura-tion killed the cash cow of Zumba, atleast for your local instructor.

Since then the hunt has been on forthe next big thing.

The trouble is, trends change, andpeople move on, and the savvy fitnessclient is so spoiled for choice, that itseems we will never see the likes ofZumba again.

Sure there are popular classes outthere, but none that have reached theheady heights of Beto's first born.

I know teachers that have triedeverything from Bokwa to Konga, butit would appear the shelf life on theseclasses is limited.

Of course there's nothing wrong

with trying different sessions forclients, it's good to mix it up, but isthere an air of desperation about theinstructor that attends every work-shop available and the industry thatcontinues to push new formats atthem, in the hope that one will stick?

The reason formats like Aerobics,Step, Circuit and Pilates stand the testof time, is that they work, and aren't atrend.

Those perennial classes simmeraway in the background of gymschedules with a loyal and underratedfan base that enjoy the flexibility andimagination that instructors can bringto the session.

As for Zumba, I still teach and loveit, but Zumba Step, Zumba Sentaoand Zumba Toning, never quite hitthe mark the way the original formatdid.

Perhaps the secret is to be originaland fresh with the formats youalready teach.

Instead of repeating the formats ofothers, take a bit of time to thinkabout what you are teaching, refreshyour routines, experiment with newmusic and moves and become yourown trend.� Louie Fecou is the creator ofCardio40 and Retrobics. For moreinformation visit www.thestudiofit-ness.co.uk

Louie Fecou

By Olivia Taylor

A GROUP of inspirational ballerinasare doing their best to push the factthat ballet can be for everyone withtheir open classes.

The Big Ballet UK organisation com-prises dancers of all shapes and sizes,eliminating typical stereotypes associ-ated with this type of dance.

The idea of putting on dance classesfor the public stemmed when theChannel Four show ‘Big Ballet’ aired,which featured the group, and peoplegot in touch either expressing howkeen they would be to have a go atballet or how they want to rekindletheir love for the art form.

Big Ballet artistic director and chore-ographer, Daniel Jones said: “Nothinglike this has ever been done, that’swhy without things like Big Ballet

there’d still be a lot of people shyingaway from ballet. It’s groundbreakingwhat it’s inspired.”

The classes take place in Woodkirknear Leeds and Newcastle-under-Lyme and cater for all different kindsof people, with a complete mixture ofages and standards.

Daniel added: “I love teaching themall. I’ve gathered tons of knowledgeover the years and it’s brilliant beingable to share it with them.”

All of the classes are well attendedand aim to include fun, fitness andperformance.

Daniel added: “Every week I havenew faces.

“When people first come along tothe open classes they’re always shy,but within a couple of sessions they’rejust as addicted as an 11-year-oldaspiring ballerina.”

Ballet organisation aimsto eliminate stereotypes

Big Ballet classes cater for people of all ages and standards.

GROUP EXERCISE30

Boogie Bounce classes can beenjoyed by people of all agesBy Christina Eccles

GROUP exercise fans across the coun-try have been bouncing their way tofitness by participating in an innova-tive class, which utilises the fitnessbenefits of working out on mini tram-polines.

According to the founder of BoogieBounce, Jenny Belcher, the classes aredesigned to enhance fat loss and pro-vide a full body workout, while alsobeing low impact on joints and liga-ments.

With over 250 instructors alreadydelivering classes and plans in placeto recruit more, Jenny told Workout,it can be a great concept for gyms andPTs wanting to try something differ-ent.

Jenny said: “Due to its popularity, Ifeel sure any gym/studio that decidedto offer Boogie Bounce classes wouldget a very positive response.

“We’ve got more than 250 instruc-tors now and many of them arearranging extra classes to cope withdemand, so we know there’s hugepotential out there.

“I believe a gym could use BoogieBounce to enhance its membership,by offering current members some-thing new and exciting that could eas-ily be fitted into their schedules.

“At the same time, they could look togrow their membership base by tar-geting people in their locality whomay not be keen on ‘traditional’ gym

workouts, but would find the fun fac-tor of Boogie Bounce classes appeal-ing. It’s a question of cross-selling thebenefits to both types of customerand we have instructors who havebeen very successful at doing this.”

Any instructors who want to deliverthe sessions must complete a one daytraining course and clubs consideringadding it to their timetables also needto take into account space for themini trampolines – both to store themand to have enough for one per par-ticipant in a class.

Jenny added: “The Boogie Bounceprogramme can be enjoyed by peopleof all ages, shapes and sizes and is notspecific to gender or fitness levels.Each person is allocated a trampolinefor the duration of the class – there is

no sharing of equipment – so theycan exercise at their own pace, build-ing up to some of the more complexmoves as they grow in confidence.

“We have had an eight-year old andan 80-year old enjoying the sameclass and I doubt many group exer-cise programmes can claim that.

“We’re thrilled with the response.The feedback has been amazing andit’s great knowing so many people allover the country are reaping the ben-efits of bouncing around on a minitrampoline.

“And, the most important thing is,whatever their personal goal –whether they are doing BoogieBounce to tone up, get fit or loseweight – they are achieving it whilehaving a great deal of fun.”

Boogie Bounce classes are designed to enhance fat loss and provide a full body workout.

CLUBBERCISE classes havelaunched with a bang at AstleySports Village after the club addedthe sessions on to its group exer-cise timetable.

A team from the gym went to IFS2015 in Blackpool earlier this yearto sample the classes on offer overthe weekend.

Dance instructors Lisa VarelaPinto and Jo Whittle took part in aClubbercise session and loved theclass so much, they knew theywanted to introduce it to theirmembers.

The gym is now successfully run-ning two classes a week, with plansto add more.

Director Mark Storie explained:“Once they were qualified byClubbercise, we scheduled a tasternight free to all members and non-members, which brought 86 peo-ple armed with their glow sticks,UV clothing and a mass of energywhich took over the sports hall andcreated such a wow factor withthose who attended.

“As a facility it was essential weinvested wisely with a range ofdisco lights and a great sound sys-tem to really give the class thatclub feeling you get on a night outwhere everyone can dance away,have fun and enjoy exercise.”

Classes launchwith a bang atSports Village

GROUP EXERCISE32

Class success for newKETTFusion instructorSINCE its launch in 2013, KETTFusionhas been taking the North West ofEngland by storm with fitness facili-ties adding it to their weekly classschedule.

After introducing instructor trainingcourses at the start of this year, theteam at KETTFusion is working hardto fulfill demand for this unique newfitness phenomenon.

One that opens up a whole new skillset as well as the opportunity to helpgrow the brand and put it firmly onthe map.

KETTFusion gives ETM instructorsthe chance to add something differentto their repertoire but also helps themto secure more work in the facilities inwhich they teach, by gettingKETTFusion classes added to thetimetable.

This is something that freelanceETM instructor, Krissi Bingham did.Always on the lookout for new classesand fitness trends, she wants some-thing that will complement the class-es she currently teaches but also giveher the edge over the local competi-tion.

When she qualified as a KETTFusioninstructor in March she approachedher employers at Life Leisure HazelGrove and Metro Fitness and per-suaded them to let her teach the classin their facilities.

She now teaches two classes perweek alongside her other classes;

Body Pump, Circuit, BodyConditioning, LBT, TRX and HIIT.

Krissi said: “Classes are already busyas it offers something completely dif-ferent and is not just an hour with thekettlebell.

“The martial arts moves and tribalsounds help to keep the class moti-vated and pushes then to do more.The class definitely gives them an ele-ment of surprise. They never knowwhat’s coming next.”

For more information visit www.kettfusion.com or email

kettfusion@gmail.com

A selection of instructors from MOSSA’s licensed clubs have become the first to try the lat-est release – Group Groove. A fusion of club, urban, and Latin dance styles set to thehottest current hits, the class is inspired by a variety of dance styles, such as disco, club,musical theatre and country. Instructor Rachel Fortnum, who took part in the launch, said:“It's a mashup of club, Latin and urban styles, guaranteed to get your feet moving andyour heart racing. I left feeling pumped, primed and eager to share the experience with asmany people as possible.”

THE Exercise, Move Dance Campaignis calling all dance fitness enthusiastsand instructors attending this year’sFitPro Live to strut their stuff in a#NotSoSecretFlashmob.

To mark the launch of their newTeacher and Instructor Membership,Level Two Dance Fitness Qualificationand ongoing success of the OpenBursary Scheme, the#NotSoSecretFlashmob has been cre-ated in partnership with Popdance,Clubbercise and fitness presenter JoCooper, to celebrate dance fitness

through the 80s, 90s and 00s. Ahead of the event, dance fitness

teachers, group exercise instructors,personal trainers as well and dance,fitness and exercise fans will be givensneak previews and online tutorialson the Exercise Move Dance Facebookpage and YouTube channel to learnthe moves to three routines beforehitting the floor at ExCel London.

A pre-flashmob rehearsal will takeplace at Stand 16 at 10.30am onFriday July 10 before the big reveal at1.15pm.

Flashmob set for FitPro Live KETTFusion founder Michael Ross

GROUP EXERCISE 33

Georgia’s classes are a hitGEORGIA Testa from Bedfordshirediscovered from a very early age thatshe had a passion for singing, actingand dancing.

She went on to university to study adance and professional practicedegree where she achieved a firstclass honours and this is where shefound a love of everything fitness atthe same time.

At the young age of 20 she set up‘Fitness Classes by Georgia’ as shewanted to continue teaching danceand serving her local community.Over the last few years her fitnessclasses have become a big hit.

Georgia said: “I became a Kettlerciseinstructor in April 2014 and decidedto do the H.Core Kettlercise InstructorAdvanced Course in December of the

same year. I now run five Kettlerciseand one H.Core class every week. Ithas attracted a completely differentgeneration of clients and I work withclients from 16 years to 70 year olds.

“There is a class within theKettlercise brand that suits everyone.I now have a variety of clients fromdifferent backgrounds and age ranges.

“Kettlercise has maximised my classnumbers, involved men in the take upof group exercise and helped lots ofpeople achieve the body they neverthought they could. Becoming aKettlercise instructor has been thebest decision I ever made.”

To find out more or to become aKettlercise instructor see page 19 orgo to www.kettlercise.com to book ona course near you.

‘Fitness Classes by Georgia’ include five Kettlercise and one H.Core class every week.

The team behind innovative London studios BOOM Cycle have been achieving success witha new venture – the UrbanTRI. The event takes place once a month, in collaboration withCovent Garden based yoga studio Yotopia and Sweatshop running club. Combining threeactivities, the UrbanTRI comprises a 45-minute bikram yoga session, three-mile run and aneight-mile hardcore spin, followed by an after party at BOOM Cycle. The UrbanTRI conceptburns up to 1,700 calories and there are 30 spots available at £40 each, which go on saletwo weeks before each event.

SHEFFIELD personal trainer AimeeRogers is achieving success with anew mum and baby small group exer-cise class.

Mum-of-two Aimee runs RevitalizeFitness – a personal training businessspecialising in training busy womenand mums – and also works part-timeas a gym manager.

At her Sling Fit sessions, mums canhave small babies in a sling while theywork out, with Aimee trained as ababywearing peer support worker –meaning the sessions are safe andinformative.

She said: “There is a lot of evidencethat carrying your baby in a sling isbeneficial for the health of both

mums and babies, so combined withthe added benefits of postnatal exer-cise, Sling Fit is really helping mumsto strengthen their bodies and thebonds with their babies after preg-nancy.”

Success for Aimee’s Sling Fit

Sling Fit helps mums bond with theirbabies.

MEMBERSHIP MARKETING AND RETENTION34Improving member retention was the focus of a recent convention, which was live streamed to hundreds of peoplearound the world. Here, Workout rounds up highlights from the day.

Renowned experts discussretention at convention THE Retention Convention saw over120 fitness industry delegates partici-pate in a hands-on day of learning incentral Birmingham, while over 400opted to take part via live stream in24 countries.

The event featured four worldrenowned health club retentionexperts who took to the stage toexplain what does and doesn’t impacton retention, the key components of aretention strategy and why measuringattrition is what amateurs do.

At the convention, retention guru DrPaul Bedford discussed the questionsthat need to be answered when devel-oping a retention strategy, fromstaffing and scheduling of activities todigital approaches and methods formeasurement and KPIs.

Key messages from his talk includ-ed: � Experienced members have differ-ent expectations around club offer-ings, similar to those we have forrestaurants, fast food and take awaychoices.� We need to avoid the one nightstand and build a long term relation-ship.

� It takes time and effort for inexperi-enced members to learn the art ofbeing an exerciser and we must makethat easy for them.� To make a difference on how longmembers stay, help them managetheir expectations and refocus onenjoying the experience and theresults.

Also at the event, Dr. MelvynHillsdon talked about his latestresearch, the TRP 10,000, which is thelargest member insights study of itstype to date, while former globaldirector of member experience atFitness First, Rob Gregory, describedthe importance of laying a solid foun-dation to your retention strategy andexplained how quantitative and quali-tative data helps operators to under-stand the true impact of businessdecisions and the effect of memberretention.

Delegates also heard from GuyGriffiths – who specialises in fitnessand exercise-focused data mining andbusiness intelligence – who gavepractical advice on what health cluboperators can do to improve memberretention using various communica-

tion systems.Paul said: “The four sessions were

designed to complement one another,building a deeper understanding ofretention issues and how to combatthem, and with just a single sponsor,Life Fitness, the event was entirelyeducational and avoided the nowcommon product pitches as a presen-tation format.”

During a Q&A session the audience,

both at the event and watching vialive stream, posed questions for thepanel, which included ‘what are thefive key trends for the future of theindustry and how will these impacton retention’ and ‘what impact, if any,will the rise of micro gyms and prod-uct specific studios have on tradition-al clubs?’

Watching online was David McLean,fitness manager at Edinburgh Leisure,who added: “The opportunity to viewthe convention online when I couldn’tmake it in person was extraordinaryand I felt like I was in the room listen-ing – the sound and visual quality wasfantastic and I liked the balance ofthe screen slides with the presentervisual.

“The presentations had a good vari-ety across data, technology, actions totake and soft skills. It was also greatthat we could ask questions via socialmedia. Well done for what was a fan-tastic day.”� Access to the event can still be pur-chased via Vimeo. If you would like towatch the Retention Conventionemail paul@retentionguru.co.uk formore details.

Paul Bedford

MEMBERSHIP MARKETING AND RETENTION36Mobile technology is revolutionising our lifestyles, according to expert Jake Laversuch, allowing for many of thethings we do on a daily basis to be faster, simpler, and more convenient. Here he reveals why adopting a mobilestrategy can help gym owners with all important issues including retention, marketing and secondary spend.

Why owners should be adopting a mobile strategySMARTPHONES keep us up-to-date,entertained, and connected. We relyon them throughout the day, which iswhy we check them so often.

With the sales and marketing cost ofattracting a new gym member gener-ally considered to be at least fivetimes that of retaining an existingmember, engaging your gym’s existingcommunity by virtue of their mostpersonal device has become a keystrategic asset for gym owners lookingto make a positive impact on theirretention performance in 2015 andbeyond.

The gym owners that adopt mobileand are truly orientated around theirmembers will further distance them-selves from the pack this year.

Too often a lack of engagementinduces a cycle whereby membersratchet down their behaviour patternand lose interaction with their gym.After two to three weeks of no showsthe member will lose touch. After sixplus weeks that member will morethan likely leave. This problem is notnew, so why are so many gym ownersstruggling to make a positive impacton their retention performance?

Five reasons gym owners should beadopting a mobile strategy:1. Improve RetentionStop focusing on how many member-ships you need to sell and start focus-ing on how many existing members

you need to keep. Existing membersare your cash cow! They have proven they are willing tospend money on your services. It isvital you keep them engaged, keepthem spending money and keep themhappy!

Empowering members with a fea-ture-rich mobile app ensures they feelwelcomed and connected from thestart. An app creates ‘a third space’ foryour gym, a platform for your mem-bers to build a functional relationshipwith your fitness professionals.

Stronger relationships and higherlevels of continued engagement sup-ports a healthier membership,improving overall retention rates atyour gym.

2. Sell more memberships Mobile technology empowers youwith the ability to convert a prospectbefore they even walk through thedoor. It’s no secret that word of mouthreferrals are the most effective sourceof new member recruitment; by inte-grating social sharing, guest invita-tions and referral incentive pro-grammes, an app can provide anexcellent and cost effective opportu-nity to leverage your current mem-bership base as a means of enhancingnew member acquisition, saving youtime and money on your marketingspend.

3. Improve Communication Need to cancel a class? Want to pro-mote a special offer? Create, edit andsend highly targeted push notifica-tions from your mobile app to keepyour members up-to-date andengaged with your gym. These mes-sages can contain an offer, a greeting,a notification, or an account notice –all designed to focus your members’attention. Push notifications have amuch higher engagement rate (aver-age 90-95 per cent) than email (aver-age 12 per cent) and cost nothing tosend, providing a highly effective and

instant communication with yourmembers.

4. Support Additional Revenue Streams In-built forums and ‘WhatsApp’ styleone to one messaging enables mem-bers to connect with your staff, per-sonal trainers and each other. An appdrives social engagement and builds asense of cohesion and identity at yourgym. Empowering your fitness profes-sionals with their own personal pro-files within an app, allows them toshowcase their services, as well asproviding valuable access to yourentire gym community to networkand build their client base.

5. Mobilise BookingsMobile optimised integration of yourclass booking system allows yourmembers to view live booking avail-ability and makes booking direct fromtheir mobile easy. Take course andclass reservations, membershiprenewals and other payments 24/7directly from an app; improving effi-ciency and reducing no-shows. Manyapps also include a website plug-inthat facilitates a seamless integrationwith a gyms existing website. � Jake Laversuch is a leisure industrymobile engagement specialist atspontly; a company which specialisesin fully branded, feature-rich mobileapplications.

Jake Laversuch

MEMBERSHIP MARKETING AND RETENTION 37

CFM and MYZONE joinwith 3-1-5 health clubs CFM have been operating innovativeMemberdrive campaigns since 1990.

With thousands of new membersadded yearly to gyms throughout theUK, they have both the expertise andresources to add new members tohealth clubs. Over the last 25 yearsthe industry has changed and CFMhave evolved and develop new waysof attracting members to clubs.

A recent example includes thelaunching of a new campaign at thespectacular 66,000 sqft facility, 3-1-5Health Club in Lancaster.

The drive to work together on thiscampaign came from the ukactivereport ‘steps to solving inactivity’which found that Lancashire had anational rank of 90 in terms of its levelof inactive people, out of 150 local

authorities and that 30 per cent ofpeople in Lancashire were classed asinactive.

In collaboration with MYZONE thecampaign aims to enrol over 500 newmembers to the club. All new mem-bers will be issued with a MYZONEMZ3 Bluetooth belt free of charge andgiven regular programmes and sup-port from the club to help those cus-tomers achieve their goals. Along withthe backing of the Government’sChange 4 Life campaign, this cam-paign will not only generate newmembers but help improve the healthof the Lancaster area community.

If you would like to find out more aboutCFM Memberdrive campaign please call on

0115 777 3333 and press option one oremail uk@cfm.net

ARE you systematically tracking andfollowing up all your prospects untilthe point that they either join or youknow for sure they have joined adifferent club? At Ashbourne, wemake it really easy for you to dothis.

The start point is to extract con-tact details from each prospect via aquestionnaire as part of The PerfectSales Tour – see how to do this inour 100 Ways To Attract MoreMembers free e-book, advertised inthis issue of WorkOut.

Enter your prospect’s details ontothe database system that is availableto all Ashbourne customers, givingthem a prospect classification.

You can then email prospectsstraight from our integrated

Connect+ module, using a simplepersonalised templated email. Seedetailed reports about whether theemail has been opened and thelinks clicked.

This allows you to make aninformed follow-up by phone orfurther email.

So, have you got a pile of prospectnames scattered about on variousbits of paper, emails and spread-sheets? Get organised and get track-ing them and following up untilthey say… YES!

Connect+ is available to allAshbourne customers as part of ourCollection+ service.

For more information visit www.ashbourne-memberships.co.uk

or call us on 0871 271 2088.

Connect+ makes it easyto follow up prospects

UK FITNESS SCENE38

A NEW £36m leisure centre hasopened in Huddersfield, replacingHuddersfield Sports Centre.

The new Huddersfield LeisureCentre, operated by Kirklees ActiveLeisure on behalf of Kirklees Council,offers a wide range of facilities includ-ing a gym measuring more than1,000sqm and featuring over 100 car-diovascular and resistance stations, afunctional zone with a TRX frame, anOMNIA functional training area and a33m sprint track.

The new centre also offers a 25m,eight-lane competition pool; a 20mtraining pool with moveable floor anda family leisure water facility.

Other facilities include two sportshalls, squash courts, martial arts stu-dio, indoor soft play area and a café.

The leisure centre is also home tothe new Huddersfield ClimbingCentre, operated by internationally

renowned climber, John Dunne, aspart of his company the ClimbingCentre Group.

KAL’s chair of trustees DavidHeddon said: “This is an amazingfacility that the people of Kirklees willbe very proud of for many years tocome.

“It’s an outstanding facility and aclear demonstration of both KirkleesCouncil’s ambitions to improve thehealth and wellbeing of local people,while also helping KAL continue torealise our vision of helping morepeople, become more active, moreoften.”

The centre has been funded by acombination of cash from the sale ofthe existing site, funding from KALand other council funds that wouldhave otherwise been spent on repairsto the old Huddersfield Sports Centre,which has now closed.

New £36m leisure centre opensThe gym at Huddersfield Leisure Centre has more than 100 CV and resistance stations.

‘This Girl Can’returns witha huge bangBy Christina Eccles

SPORT England’s This Girl Can cam-paign has been extended to includemore ways for women to get involvedand get active, following the hugesuccess of its launch.

To date, the campaign has receivedover 250,000 social media interactionsrevealing a huge appetite amongwomen to join in, share and celebratetheir experiences of being active.

Now to spread the word even fur-ther, the brand has partnered withMarks and Spencer to sell a limitededition This Girl Can T-shirt, with £1from every t-shirt sold being used bySport England to fund projects to helpwomen get more active.

The popular TV advert will alsoreturn while a This Girl Can web appwill be launched, which will help fansto create and share their own person-alised version of the advert.

Women will be able to upload theirown This Girl Can style picture –whether that’s them finishing theirfirst 5K run or returning to rounders –

choose a campaign mantra such as“Hot and Not Bothered” and add theThis Girl Can logo.

Anyone who uses the app may evenend up featuring in the campaign, asthe best pictures will feature on digi-tal sites in shopping centres aroundthe country.

Chief executive of Sport EnglandJennie Price said: “The response toThis Girl Can has been truly incredi-ble. Since we launched the campaign,over a quarter of a million womenhave shared their personal stories ofgetting active.

“When we developed the campaign,we focussed on the fear of judgementand this has resonated with womenacross the world. I have been over-whelmed by how many women havewanted to be part of the campaign, toshare it, celebrate it, and own it forthemselves. We now have a new webapp which means women can createtheir own This Girl Can ads and ourpartnership with Marks and Spencermeans that women can literally wearthe campaign with pride.”

1Life has strengthened its team with theappointment of Tracy Danks as head ofhealth, safety and quality. Tracy (picturedleft) will be responsible for a range of ini-tiatives across all 1Life centres, ensuringconsistency in the approach to issues suchas customer service and safety, lifeguard-ing, Quest and RoSPA accreditation. Shesaid: “I am really excited to take up therole of head of health, safety and qualitywith 1Life and to continue the excellentwork already started in changing the cul-ture of health and safety. I will be support-ing the team of dedicated, professionalstaff at 1Life in improving the customerjourney throughout all of our centres andraising awareness of the 1Life brand.”

A NEW gym and changing facilitieswill be introduced at Ponds ForgeInternational Sports Centre as part ofa multi million pound refurbish-ment.

The facility, operated by SheffieldCity Trust, will be kitted out with thelatest fitness equipment, featuringtechnology such as Technogym’sWellness System and MyWellnessCloud.

The free weights area will also beexpanded and there will be a largemulti-functional zone in the gym’scentre designed to make the spacemore flexible.

Team, competition pool and mem-bers’ changing areas will be re-fittedwith new showers and lockers and thelatter will also have a spa with sauna

and steam room.Other developments include a

revamp of the swimming and gymreception and a change of accesspoints to improve security.

Chief executive of SCT Steve Braileysaid: “The refurbishment at PondsForge will provide modern state-of-the-art fitness equipment for all ourcustomers and will also improve thechanging areas for pool users.

“All this will contribute to our ongo-ing goal to improve the health andwellbeing of Sheffield by creating top-of-the-range venues where local peo-ple can go to exercise and improvetheir fitness.”

All refurbishment work is expectedto be completed by the end ofOctober.

Centre’s multi-million poundrefurb to include a new gym

CLEANING AND HYGIENE 39

PATRONS will take notice of thisbright, free standing dispenser whenthey enter a gym or fitness club.

The product conveniently combinesa wet wipe dispenser and bin in oneunit. Solid, rotationally molded plas-tic makes this a perfect receptacle forhigh-traffic areas and can be movedeasily to anywhere in the gym.

Designed for heavy use and han-dling but light enough to carry, it is

also very easy to load and empty. The Wet Wipe Dispenser holds rolls

of up to 1,000 anti bacterial wipes.The Hand and Handle wipes are

designed to clean and disinfect com-mon gym surfaces but also sensitiveenough to use on hands. The Handand Handle can be branded with agym’s name and logo.

For more information visitwww.addgards.com

Hand and Handle wipe stationcombines a dispenser and bin

With cleanliness and hygiene vital issues for operators to get right, Howard Sedgwick discusses why rising numbersof gym owners are realising the importance of good hygiene throughout their premises – not just in thewashroom.

MORE than 8m people in the UKhave a membership with a gym orleisure centre and the sector contin-ues to grow, with over 300,000 newmembers every year according to theLeisure Database Company.

This good news is bringing with itincreased competitiveness betweengym owners, and now a rising num-ber are putting hygiene at the centreof how they attract and retain mem-bers.

Beyond high quality fit-out andequipment, hygiene is of coursealready a core issue for businesses inthe sector. Hot, sweat-inducing work-outs mean having access to highquality hygiene products is often anecessity for demanding consumersin this market.

Washrooms and showers are thefirst priority to get right. For example,gyms should have quality, effectivehand driers which are fit for purposeto help halt the spread of germs, sincewet hands carry more bacteria thandry ones.

Feminine hygiene is also seen ashugely important. It is no longer justa case of providing feminine hygiene

units that collect waste, they need toinclude effective germicides that killviruses and ensure the waste inside isharmless, whilst also delivering apleasant fragrance.

In addition, gyms, like any largeopen-plan area, see different peopleshare the same space and breathe thesame air.

The high footfall means more peo-ple enter and leave gyms in one daythan other buildings of the same sizesuch as offices.

The need to share equipment alsomeans more hands touch the samesurfaces, bringing with it more oppor-tunities for germs to transfer betweenpeople. Ensuring the air is clean andsurfaces are spotless is therefore apriority.

While germs are a concern, a moreobvious turnoff for gym users is smell.Because of sweaty activity in gyms,those looking to create a more pleas-ant environment need to factor thisinto their hygiene plans for sites.

We’ve seen a lot of demand fromgyms for products that tackle thisincluding those that neutralise mal-odours, kill 99 per cent of airborne

viruses and diffuse continuous freshfragrances.

The latest technology used in mod-ern, intelligent odour neutralisersensures that the air remains clean

and fresh by constantly purifying theair. However, there is also need to gofar beyond the washroom to ensuretotal hygiene management.

An increasing number of our clientsare installing hand sanitisers at recep-tion areas so that members can enterand leave the premises assured thattheir hands are as clean as possible.

In addition, with 80 per cent of dirtbeing carried in on the soles of shoes,firms are opting to have welcomemats routinely collected and replacedto ensure dirt left on these is notbeing brought further into gyms,pools and other workout areas.

These are the sorts of steps that arebeing taken to ensure that hygiene isconsidered at every part of the gym –not just traditional areas like showersand washrooms.

Those that are being clever in theway they take an all-encompassingview of how hygiene can be improvedthroughout their premises can maketheir gyms more attractive to mem-bers and gain a subtle edge in anincreasingly competitive market.� Howard Sedgwick is managingdirector of Cannon Hygiene.

Hygiene factors – clean thinkingto support gym operators

Howard Sedgwick

UK FITNESS SCENE40

Two senior industry professionals have joined the CIMSPA board of trustees. The appoint-ments of Andy Reed OBE, chair of the Sport and Recreation Alliance, and Nick Masson,sales director of Bigwave Media increase the number of trustees on the board from eightto 10. Chair of CIMSPA Dave Stalker said: “I’m delighted to welcome Andy and Nick to theCIMSPA board. They are both highly talented professionals and together bring a mix ofskills and expertise that will make a huge contribution to our work.”

GRANTHAM Meres Leisure Centre isto benefit from a £600,000 invest-ment, which will see it become thefirst leisure centre in the UK to usethe TRX Strong Flex and Lean system.

The redevelopment will also see thesize of the gym double to 350m2, anew group cycling studio created,new changing rooms with lockers,cubicles and showers, the reconfigu-ration of the reception area and theaddition of a new Costa Coffee cafe.

“The whole project is due to be fin-ished late summer.

Contract manager for 1Life TonyMabbott said: “Grantham Meres willbe a first class facility featuring thevery latest in fitness innovations.

“The investment is going to make asignificant difference to the servicesthat we can offer to the communityand we are sure that our customerswill be delighted with the changesthat are being made.”

Centre is UK’s first to use system

A SCOTTISH independent gym hasbecome the fourth organisation inScotland to achieve all three awardsfrom Investors in People Scotland.

Aberdeen based Banks O’Dee SportsClub has been given IIP accreditation;the IIP Health and Wellbeing Awardand the newly launched Investors inYoung People accreditation.

Chief Executive of Investors inPeople Scotland Peter Russian said:“To achieve Investors in Peopleaccreditation, or the Health andWellbeing, or the Investors in YoungPeople Award is a fabulous achieve-ment in their own right.

“But to accomplish all three awardsis a real mark of the high esteem inwhich Banks O’Dee Sports Club hold

their people. As one of the first organ-isations in Scotland to achieve theIIYP Accreditation their dedication tothe employment and development ofyoung people cannot be understat-ed.”

General manager Iain Watsonadded: “These awards demonstrateour commitment to providing goodsustainable business practices.

“Out of a core 15 staff nine are underthe age of 24. Every employee is giventhe opportunity to progress theircareer within the Sports Club withinvestment in external and internaltraining. We are only as good as ourteam and I believe Banks O’ Dee issetting the standard in the sports andfitness industry.”

Gym achieves IIP awards Banks O’Dee Sports Club staff celebrate their Investors in People Scotland successes.

SUPPLEMENTATION AND NUTRITION42

Gym’s members benefit fromhealthy food delivery serviceBy Christina Eccles

MEMBERS at a low cost, independentgym are exclusively benefitting from ahealthy food delivery service,designed to help them eat well andkeep on track with their goals.

i-motion gym in Rotherham hasteamed up with Live Fresh to offermembers the scheme, which givesthem access to a variety ofunprocessed, clean and fresh foods,with the convenience of having every-thing delivered straight to their doors.

Founded by personal trainer BenFox and dietitian Luke Cunningham,those who sign up to the service –which costs £67 per week – will besent a box containing all the ingredi-ents to prepare three meals a day forfive days, plus snacks.

Ben sources the ingredients himself– focusing on local and organic pro-duce wherever possible – with usersinputting personal details, such asheight, weight and food likes and dis-likes, onto the website before they getstarted to ensure they are providedwith nutritionally balanced productsto suit their needs and achieve theideal fat loss results when combinedwith their exercise regimes.

He said: “We get food from source

and can trace it all the way back. It’sethically produced and as much as wecan is organic.”

A dedicated app can also be down-loaded to help clients create mealsfrom the foods in their boxes, with theservice available exclusively to i-

motion members until August whenthe concept will be rolled out to awider audience.

Gym owner Gareth Evans added:“It’s an extra string to what we aredoing. People are coming to the gymto get fit and lose weight. Having

something like this by someone likeBen means it sells itself.

“The reason why I like it for the gymand members is because it’s afford-able and healthy.

“It’s good nutritious food – and theresults are proven.”

An example of a meal that can be made using ingredients from the box (left) and i-motion gym owner Gareth Evans (right).

A MEMBER at Fitness Flex Doncasterhas beaten over 1,000 other entrantsto be crowned this year’s Body-power Transformation Challengechampion.

Matt Anderson entered the 17-weekcompetition after deciding to get intoshape last December and by over-hauling his diet, weight training sixtimes a week and doing additionalcardio twice a day, he transformed hisphysique – losing three and a halfstone.

As a result of winning the competi-tion, he is now a sponsored athletewith supplement company Musculiand is committed to carrying on withhis fitness journey.

He said: “I spoke to a gym ownerthat specialised in prepping body-builders for competitions who gave me his ideals on training anddiet.

“I entered into the competition real-ly just to keep myself motivated, I’dnever dreamed of winning it.”

Muscle Mousse launches in EuropeMUSCLE Mousse has launched inEurope to bring its products to awider audience in countries suchas Germany, Italy and France.

Muscle Mousse will work withNaskorSports, a Netherlands’ basedcompany which supplies over 3,000customers including retailers, fit-ness centres, and online shops in33 European countries, to deliverits high-protein dessert mousse toretailers in Europe.

Director Jon Birkett said: “Wehope we will have as much successin Europe as we have enjoyed inthe UK and Ireland, positioningMuscle Mousse as the number oneprotein snack in the respectivecountries.

“With a massive 30g of timerelease protein, low fat, no addedsugar and tasty flavours, we cannotwait to see the European reactionto this delicious product.”

GYMS including London: Equinoxand The Reebok Club have beenintroducing their members to thebenefits of a new drink which is beingstocked in the clubs.

DRINKmaple is the sap that comesstraight from organic maple trees inNorth America and includes nutrientssuch as vitamins, minerals, elec-trolytes and prebiotics.

Dietitian Lola Biggs said: “The typesof nutrients found in DRINKmaplemake it a really effective, natural wayto stay hydrated.

“The water’s unique compositionmeans that it’s great post work out asits natural potassium content is equalto what you’d sweat out in the averagehour of exercise.

“Swapping your usual spring waterfor Maple Water means you get a mixof 46 nutrients, including an array ofage-fighting antioxidants, essentialelectrolytes and vital minerals such asCalcium, Iron and Magnesium, with

fewer calories than a stick of celery.”Naturally low in calories (20Kcal per

250ml), it contains half the sugar ofcoconut water with no added sugar orpreservatives. Not only is it glutenfree, dairy free, vegan friendly andnon GMO, it’s totally harmless to thetrees and sustainable.

DRINKmaple stockedin well-known clubs

How Matt beat over 1,000entrants to take the crown

SUPPLEMENTATION AND NUTRITION 43

SPORTS nutrition company AtlanticMultipower has launched a newbrand image – and expanded its prod-uct range.

The new range incorporates a 100per cent Pure Whey Protein, a 100 percent Whey Protein Isolate and a MassGainer and is available in two newflavours – coffee caramel and bananamango – as well as the existing Frenchvanilla, strawberry splash and richchocolate.

The brand overhaul includesimprovements to logo design and

packaging and will be accompaniedby a new multimedia launch cam-paign, called Build Your Muscles inHD.

Senior brand manager lifestyleManuela Ufer said: “It is an incrediblyexciting time for Multipower intro-ducing both our new protein rangeand launching our new brand imagein conjunction with this.

“We feel the combination of the twoplaces us perfectly to effectively meetthe needs of today’s gymgoers and fit-ness fanatics.”

Company launches newbrand image and range

THE world’s first high protein coconutwater has launched, backed by formerScottish rugby international RoryLawson.

CocoPro combines 20g of whey pro-tein with the natural nutritional prop-erties of coconut water to delivermuscle recovery and hydration in apost-workout drink.

Rory who is operations director of

the company, said: “CocoPro is theultimate hydrating recovery drink.Being at the forefront of industryinnovation, we believe it provides theperfect combination of quality ingre-dients, refreshing taste and vitalrecovery components. We’re delightedthat CocoPro is already proving popu-lar with health conscious gym enthu-siasts all over the UK.”

Ex-rugby star backs coconut water

PROTEIN powder and snack barbrand Pulsin’ teamed up with ProteinPow cook Anna Sword to launch aninteractive video competition at theirProtein Truffle Lab.

Followers of Pulsin’s and ProteinPow’s social media accounts wereinvited to take part throughout theday by posting their dream proteintruffle flavours to Anna's Facebookpage and tagging them with #pulsin-powlab.

All entrants had the chance to win

protein-packed prizes and have theirflavours turned into actual truffles byAnna and Pulsin’s co-founder BenLewis.

Prizes for the winners will include asigned copy of The Protein Pow cook-book, a batch of the winning proteintruffles and a 1kg bag of Pulsin’ pro-tein powder.

All winners will be announced in avideo detailing all the action from theday when it’s released on Facebook,and proteinpow.com.

Pulsin’ and leading cook joinfor social media competition

Isotonic sports drink, iPro Sport, has become the official hydration partner for EssexCounty Cricket Club. The partnership will see iPro Sport supply its sports drinks to theclub’s players throughout the season. Marketing director at iPro Sport Lisa Marraffa said:“We’re thrilled to have Essex County on board with us, especially as it is the club team forour brand ambassador, Ravi Bopara. Hydration is a hugely important factor when it comesto performance and we are excited to be supporting the players at Essex County CricketClub with their rehydration process pre, during and post matches.”Essex cricketer Tom Westley is pictured with iPro Sport.

NATIONAL FITNESS AWARDS44

Employee motivation, raising brand awareness and providing a great USP from other local gyms are just someof the reasons why past National Fitness Awards’ winners would urge other operators to take part. Workoutdiscovers why the awards mean so much to the industry – and how you can get involved this year.

By Christina Eccles

FROM the top of Scotland down toDevon and Cornwall and across toWales, the National Fitness Awardscelebrate clubs of all shapes andsizes and in all areas of the country.

And with first time entries this yearfrom the Isle of Man and NorthernIreland to name but two, the NFAword is clearly spreading.

Providing clubs – and individuals –with a great platform to boost theirbusinesses, the awards are free toenter and past winners have report-ed reaping great benefits from theirinvolvement.

James Mitchell, duty manager atThe Health Club at Ribby HallVillage, told Workout: “Each year welook to introduce something new for

our members to experience and sothe awards are a great way of help-ing us focus on delivering whatwe’ve promised our membership.

“It’s also a great way for us toreflect on what’s been achieved overthe last 12 months. Winning is nomean feat and so it’s something wereally do aspire to each year. It keepsus on our toes and being crowned awinner is a tremendous feeling forall the team.”

Devon based Winners 2000 Fitnesshave been one of the most success-ful clubs at the NFAs – twice scoop-ing the top accolade of NationalGym of the Year. And entering theawards has become so important, itnow forms part of their annual busi-ness strategy.

Manager Simon Jeffery added: “In

our annual goal setting as an organi-sation we make winning theNational Gym of the Year one of ourkey targets. We then work backwardsfrom that outcome and look at allthe things the best gym in the coun-try should be doing. In that sense,being the best in the UK becomes apart of our statement of intent as astaff group.

“To us, being the best is a commit-ment to our members and havingthe NFA evaluate us and all ourefforts on an annual basis is a greatmeasurement tool for us. Combinedwith what our customers tell us, it ishow we grade ourselves each year.”

Another multi award winning facil-ity is Ripped Gym in Harlow, whichhas also made the most of its con-tinued NFA success.

Owner Michelle Meade added:“Winning the National FitnessAwards has catapulted our brandname within the industry.

“Our name has become synony-mous with strength training andbeing a multi award winning gym. Icouldn’t emphasise enough what apositive impact the awards has hadon our business.”

Think your gym has what it takesto be a winner? Then this year, itcould be you...

There’s still time to enter theawards, but don’t leave it to the lastminute to work on your entries!

Enter online at www.nationalfit-nessawards.co.uk and discover whatthe industry’s biggest free to enterawards scheme can do for your busi-ness.

2014 Regional Gym of the Year (North) winners Ribby Hall Village Health Club (left) and Regional Gym of the Year (South) winners Winners 2000 Fitness (right).

NFAs celebrate clubs of all shapes and sizes

For full details of how to enter your gym visit www.nationalfitnessawards.co.uk

PRODUCT NEWS 45

ESCAPE Fitness has added a newproduct to its Octagon range of func-tional frames.

The Octagon BOX is the ultimatesolution for gyms that are both pas-sionate about a CrossFit style of train-ing and big on design. Developedwith a daily WOD in mind, theOctagon BOX offers everything seri-ous gym members need.

This is a rig that will developstrength, power, muscular enduranceand all-round physical development.

To ensure clubs get a solution that’sjust right for them, there are two ver-sions of this functional frame – theBOX and the WOD BOX.

The Octagon BOX features two squatstations, two adjustable catch rackarms and one rear pull-up bar.

This makes it ideal for dedicatedlifters to focus solely on their squats,

bench presses, and pull-ups. If clubs want to maximise their free

weight space and attract dedicatedlifters, this BOX is their total solution.

To step up the challenge, excitementand workout possibilities, the WODBOX is the perfect choice.

It features the squat stations, catchrack arms and the pull-up bar that theBOX does, as well as a Wing, TorsoTrainer, rope attachment and six platestorage poles. This rig, therefore, givesmembers the opportunity to performa huge variety of exercises.

Furthermore, if clubs want theirframes to match their club’s branding,various bespoke colour options areavailable to offer a truly unique, out-standing functional rig.

For more information on call us on 01733 535313 or visit

www.escapefitness.com

Take cross training to the nextlevel with the Octagon BOX

FITNESS Warehouse is delighted tohave been involved in the new multi-million pound state-of-the-art fitnessfacility at YMCA Thornton.

Director David Bulcock explained:“The Gym Gear Spartan Rig has beenfitted in the gym together with adurable rubber floor for functionaland circuit style training.

“The Spartan Rig sits alongside thenew Life Fitness equipment to pro-vide an alternative form of training tokeep members interested andengaged.”

Area fitness manager at Fylde CoastYMCA Keith Potter added: “TheSpartan Rig has been a huge hit at

Thornton YMCA. We have three class-es a day on which are all booked upwith 15 participants.

“It is the focal point of our centre;people all over the town talk aboutour 30 minute sessions.

“Fitness Warehouse have been veryhelpful.

“They came and did us a live demoof how to use the equipment andeven supplied a promotional videoshowing our own personal trainersrunning a circuit class on the rig. Thishas been great for marketing purpos-es.”

For more information visitwww.FitnessWarehouseUK.com

Fitness Warehouse fitsrig at YMCA Thornton

Createability developsnew gym in AylesburyCELEBRITY personal trainer MarkAnthony is to open a new flagship sitein Aylesbury, following the success ofhis clubs in Uxbridge and Southend.

The 24-hour, no contract gym has apre opening price of £12.99, whichwill rise to £24.99 per month whenthe club opens in August.

Leisure design and build specialistCreateability won a tender to developthe 1,000 sqm site, which is locatedinside Friars Square shopping centreand work has now started on the£450,000 project.

The development includes entrypods for 24-hour access, colour-ledzoned areas for strength work, CV andfunctional training, an aerobic/spinstudio and two changing rooms.

The club will boast over 120 CV andstrength stations and a functionaltraining/crossfit suite.

Managing director of CreatabilityIan Cotgrave said: “This is an affluentarea and the finish of the gym will

reflect this, despite the low member-ship fee.

“Stylish, secure entry pods will wel-come guests into the club, and therewill be a team of 12 trainers, togetherwith Rush Fitness chief operating offi-cer Rosin Holmes, personally manag-ing the club.”

Members can also upgrade toreceive one of Anthony’s The RushMethod training programmes, whichinclude Muscle Up, Weight Off, BeachBody and Get Ripped.

Anthony added: “We believe thatresults driven by motivation, not a12-month tie in, should be the cata-lyst for a long standing gym member-ship, so there will be no joining con-tract.

“And unlike many low cost gyms,Rush Fitness will offer a wide range ofclasses free to all members, includingSpinning, Fast and Furious, BootCamp, Mind and Body, Rush Hourand even Look Good Naked.”

JORDAN Fitness has completed aninstall at Anytime Fitness Wakefield,including custom Anytime purplecoloured racks and dumbbells.

The club opened its doors in May,featuring the latest equipment fromJordan along with Life Fitness.

Jordan provided a wide range offunctional equipment including ket-tlebells, sandbags, dumbbells, medi-cine balls and more.

Anytime Fitness franchisee TalahatMahmood said: “After thoroughlyresearching all of the options avail-able to us we decided to use JordanFitness exclusively for our free

weights, functional area and studioequipment.

“Jordan ticked all of the boxes for usin terms of quality, value, customerservice and fulfillment.

“They have really exceeded ourexpectations and are even supportingus with membership sales supportand ongoing education for our teamof trainers.

“I would highly recommend JordanFitness and will be using them againfor my next Anytime Fitness fran-chise.”

For more information contact the JordanFitness sales team on 01553 763 285.

Custom purple Jordan equipmentinstalled at new Anytime Fitness

PHYSICAL Company has launchedparallettes to meet growing demandfrom bodyweight trainers, gymnastsand calisthenics practitioners.

The trend towards bodyweight train-ing and developing strength throughloaded balance moves, sparked thedevelopment of these parallettes byPhysical Company in conjunctionwith Wild Training founder and per-sonal trainer James Griffiths.

The Physical Company parallettesare particularly sturdy with handlesmade from a comfortable foam thatoffers good support and grip. Eachweighs just over 2kg so is easily car-ried – whether that’s across the gymfloor or into the park for outdoor cir-

cuits. They can be used indoors andoutdoors on a diverse range of floorsand surfaces and are fitted with rub-ber feet to ensure stability and grip onthe ground.

A key feature of the PhysicalCompany parallettes is their size. At10 inches high and with handles 12inches long, they are big enough tooffer enough ground clearance to per-form key moves but low enough toensure people combine skills andstrength to keep good form. The com-pact design makes them very stablewhich inspires confidence in users.

The Physical Company Parallettes are available now from

www.physicalcompany.co.uk

Physical Company strengthensrange with parallette launch

CLASSIFIED 47EQUIPMENT