FIBO USA • OCTOBER 17-19, 2019 • MIAMI BEACH
ELEV8TE
YOUR GAME ANGEL BAJANA KNOWS WHAT IT TAKES
AUGUST 15, 2019 VOL. 1 NO. 6 WWW.FIBOUSA.COM
A REED EXHIBITIONS EVENT
FIBO FOCUS • August 15, 2019
Tech Message FIBO USA EXHIBITOR FOCUS: EVOLT
EVOLT TURNS INFORMATION INTO INSPIRATION, BMI INTO BWI, AND IS CHANGING THE FITNESS BUSINESS ONE SCAN AT A TIME.
T
here‘s no doubt that technology has changed the fitness game and nowhere is that more evident than in how trainers go about measuring and analyzing the fitness of their clients and developing a strategy for maximizing their workouts — and lifestyle. This revolution is being led by disruptors such as Evolt, a technology-driven company has taken the traditional concept of Body Mass Index (BMI) and brought it firmly into the 21st Century with its BioWellness Index (BWI®) — and it has changed the way health club owners and trainers interact with their clients and has the potential to dramatically improve the health club experience. 2
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Evolt is at the forefront of technology and uses an evidence-based approach to its development and practical use. Founded in 2017 by Ed Zouroudis and Kelly Weideman, Evolt describes itself as a wellness company that is powering connected and digital health. It has developed an end-toend solution that tracks detailed changes in the quality of the activity, body composition and nutrition as well as sophisticated data analytics for member body composition changes. “In a short period of time, Evolt has quickly become a global player, securing contracts across multiple vertical channels, from health insurers, health and fitness and retail to
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government bodies and some of the world’s largest gym chains,” explains Ethan Parker, sales and partnership manager at Evolt. Evolt Explained At its core, Evolt consists of three main products. • The Evolt 360 Body Composition Analyzer — A 60-second scan that provides detailed data about a body through more than 40 measurements. • Evolt Active App — A health and fitness app for tracking body composition, macronutrient
profiling, healthy lifestyle scoring and individualized supplement recommendations. • Evolt Insights — An analytic and challenge portal for Evolt 360 owners. “Evolt is the world’s first intelligent bio scan,” Parker explains. “We have combined the latest science for collecting body composition data with a robust consumer app, and an in-depth back-end business platform full of extensive data analytics creates an Evolt network that allows clients to access their account from any machine
in the world, and never lose their data.” In addition, the client can put the data they are collecting to use in marketing efforts, program validation and lead generation. The second vital part is incorporating lifestyle and nutrition into a person’s fitness journey. Based on the client’s scan and a short survey, Evolt produces an individualized caloric and macronutrient recommendation, along with supplementation recommendations. “Evolt is the only body composition platform that allows clients to utilize any machine on the globe,
Body scans and a tech message to help drive client satisfaction make Evolt a popular destination at shows like FIBO USA.
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FIBO FOCUS • August 15, 2019
Evolt gives trainers another tool to engage their clients while generating revenue through its scans. provides nutritional and lifestyle information for the client and automatically syncs all data right to your mobile device,” Parker adds. Spreading the Message All this far-forward technology has allowed Evolt to reach a global audience rather quickly and Parker points out that the company has been fortunate that the word has spread organically through various social platforms from its existing customer base and its rapid growth has come from consumer demand. But Evolt certainly doesn’t stop there. It provides extensive education and marketing materials to its clients, including social media-ready images and videos. It also suggests using the highly mobile machine at local events such as health fairs and corporate wellness events to spread the word. 4
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And, in one other benefit, adding the Evolt program to a club is extremely cost effective for owners who, Parker stresses, can pay for their investment rather rapidly. A club typically will charge per scan — and since clubs can lease the machines while charging between $20-$50 per scan, the lease repayments can be made from scanning as few as three clients scans per week. Service Beyond Profit But the benefit goes well beyond becoming a profit center for clubs. It provides them with a highly technical advantage to offer more than just cookie-cutter answers for its clients. “Evolt takes the guesswork out of the training program,” Parker explains. “We can see exactly how the client is responding to the training routine, as well as some of the
things they aren’t telling us, like if they are under-eating or something similar. “It also creates a baseline the trainers can coach on for nutrition, so rather than stepping outside their scope of practice, they can build on the nutritional recommendations from Evolt.” FIBO USA certainly fits into Evolt’s strategy of spreading the word to existing and potential clients. It will be focusing on Body Composition/ Technology and Health Apps and attendees will receive a free scan and full demo of its back-end system. Body Composition Testing and performance tracking tools are the future and will remain the industry’s – and Evolt’s -- number one tracking trend for 2019 and beyond. “Our company will constantly be innovating to be the leaders in this space,” Parker promises. n www.fibousa.com
FIBO FOCUS • August 15, 2019
THE ABC’S OF BWI
HYROX IN ACTION
TAKE THE EVOLT CHALLENGE
WITH ALL OF THE TECHNOLOGY AVAILABLE TO CLUB OWNERS AND TRAINERS,
Evolt has developed a template that club
including from Evolt, there’s no debate that BMI as a measurement is outdated because
owners and trainers can utilize to monetize
it uses only height-to-weight ratio. Instead, Evolt has a proprietary, trademarked overview
their investment in its technology. With scans
rating called BWI®, which stands for Bio-Wellness Index.
selling at $35-$50 each, a revenue stream
The Bio-Wellness Index score is a calculation based on the integrity of lean body mass
can be maximized using the Challenge
versus total fat mass that provides a more purposeful overall measure of progress in the
facilitator on its Business dashboard. For
promotion of healthy lean body mass for longevity. By comparison, the antiquated score
example, 30 participants at $35 per scan
of BMI uses only a measure of height over weight, which doesn’t distinguish whether the
(with two scans per Challenge) results in
weight gained is lean body mass rather than fat mass. Significant research exists support-
$2100 in revenue; at $50 scan, the revenue
ing the importance of maintaining lean body mass in a fat loss scenario, such as:
grows to $3000. A real successful Challenge
• Increased metabolism of lean muscle assists with the reduction of obesity.
of 100 or more participants can exceed
• Increased muscle glycogen (carbohydrate) storing capacity for exercise.
$7000 in revenue at $35 per scan ($10,000
• Maintaining muscle over the lifespan can aid in reduction in obesity and weight gain.
at $50 per scan.)
• Improved ability to tolerate high-stress environments. • Improved responses to critical illness and disease and decreased osteoporosis. • Improved bone density. • Improved independence and activities of daily living in older adults. • Decreased risk of falls in older adults. The BWI Score is about establishing the right composition of weight gained or lost and takes into account the age and gender of the individual in comparison to World Health Organization standards. The higher the score, the better the wellness of the individual or the total collated group. The purpose of the BWI is to provide one simple metric as a measuring score of body composition health. n
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OCTOBER 16-17, 2019 MIAMI BEACH CONVENTION CENTER Following on the success of the European Health + Fitness Forum in Cologne, the 2019 American Health + Fitness Forum will assemble an inspirational faculty of global leaders who are pioneering marketing, sales, and operational strategies that genuinely engage customers across the ever-evolving connected world. Join us to network with and learn actionable tactics from the individuals who are raising the bar across the globe.
WE DARE YOU TO COME AND LEAVE UNINSPIRED. WEDNESDAY, OCTOBER 16 TIME
TITLE
SPEAKER
9:35 AM – 9:45 AM
OPENING WITH WIFA
LINDSAY RAINWATER, EMMA BARRY | WOMEN IN FITNESS ASSOCIATION (WIFA)
9:45 AM – 10:30 AM
LANDSCAPE OF THE GLOBAL FITNESS SECTOR
HERMAN RUTGERS | INTERNATIONAL FITNESS INDUSTRY EXPERT JON CANARICK | MANAGING DIRECTOR, NORTHCASTLE PARTNERS
10:30 AM – 11:10 AM
PUTTING MOOD ABOVE MUSCLE
TODD MAGAZINE | CEO, BLINK FITNESS
11:10 AM – 11:50 AM
A SUCCESS STORY AND LESSONS LEARNED FROM LATIN AMERICA
DIOGO CORONA | CHIEF OPERATING OFFICER, SMART FIT
12:05 PM – 12:40 PM
INCREASE REACH AND REVENUE WITH HEALTH + WELL-BEING ENGAGEMENT
YVAN MIKLIN | PRESIDENT + CEO, AQUILA
12:40 PM – 1:15 PM
MOTIVATING MEMBERS TO GET MORE OUT OF LIFE THROUGH FITNESS
DAVID LONG | CO-FOUNDER + CEO, ORANGETHEORY FITNESS
2:00 PM – 2:40 PM
MARKETING + SALES IN FITNESS 3.0
MARIANNE ORDERUD | MARKETING DIRECTOR, SATS SCANDANAVIA
2:40 PM – 3:10 PM
TRAINMORE; A UNIQUE CONCEPT FROM EUROPE
MARJOLIJN MEIJER | FOUNDER, TRAINMORE
3:30 PM – 4:10 PM
HOW DIGITAL CAN HELP TO ENHANCE THE CUSTOMER JOURNEY
KELLY CARD | BOARDMEMBER, FITNESS INDUSTRY TECHNOLOGY COUNCIL (FIT-C)
4:10 PM - 4:50 PM
MARKETING + SALES FOR PERSONAL TRAINING
TIM KEIGHTLEY | ADVISOR, SPEAKER, GLOBAL HEALTH + FITNESS ADVOCATE
5:05 PM - 5:35 PM
FROM DREAM TO BRAND TO LEGACY
ALBERTO “BETO” PÉREZ | CREATOR, ZUMBA ®
5:45 PM
NETWORKING + COCKTAIL RECEPTION
THURSDAY, OCTOBER 17 TIME
TITLE
SPEAKER
9:30 AM - 10:30 AM
ON THE FUTURE OF OUR INDUSTRY
PHILLIP MILLS | FOUNDER + MANAGING DIRECTOR, LES MILLS
REGISTER TODAY AT FIBOUSA.COM
FIBO FOCUS • August 15, 2019
One-on-One with ...
ANGEL BAJANA
A
ngel Bajana is the founder and co-owner of Elev8tion Fitness in Miami, FL, and is also an active bodybuilding competitor and a partner in Gymleco USA, a Swedish gym equipment company making
its way into the U.S. market. After working in real estate and finance, 10 years ago he decided to follow his true passion in fit-
ness and helping people achieve their health goals. While he did not originally plan to build gyms, learn about equipment or even compete at a national level, his work ethic and perseverance led him to his current position in the fitness industry. Elev8tion Fitness plans to open in South Beach later this year and Gymleco is hosting a major part of the training experience. 8
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It sounds like 2019 has been a big year for you. Tell us what you have achieved so far this year. This has been a year of huge developments for Elev8tion Fitness, with its expansion into a 10,000-plus-squarefoot space in January and more so with the additional location on South Beach opening late 2019. On a competitive level I have won several classes qualifying me to compete on a national stage in bodybuilding with the NPC (see sidebar on page 9). What about with Gymleco USA? I have partnered with Gymleco USA to help introduce them into the U.S. market as a leading gym equipment brand. This year is dressed in overalls and full of work for us and we couldn’t be more excited. How did you end up in such a position in the fitness business? After working different angles in the gym industry, from training staff to sales to management for a variety of well-known and profitable gyms, I was able to learn and apply much of the experience I acquired to help others with their facilities and www.fibousa.com
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how to build a profitable fitness club and brand. As I have built different facilities I used my training background to strategically choose equipment and lay them out accordingly to offer a smooth and efficient workout/training experience for members and trainers. Your posts seem to focus on much more than simply exercise/working out. How do you explain your philosophy on the effort it takes to be as healthy and fit as you can be? It is a day-by-day process — don’t expect to look or feel a certain way in a specific period of time, but plan for it and execute your nutritional habits and workout routines on a daily basis. I simply recommend that people trust and enjoy the process. I apply this to work and my personal life and have only achieved daily results. We may fall off track every now and then; however, it is not the end of the world and we can always pick up where we left of the following day or next set of hours. You choose. How can health clubs and trainers benefit from and adopt some of your philosophies? The largest benefit to all this is the positive impact we have on others directly or indirectly. Hold yourself accountable at all times and create a realistic goal for yourself. The daily work you put in does not go unnoticed and it is such a satisfying feeling when someone else is motivated and actually did something positive for himself or herself because of your decision to better yourself and/or your business. So how would you characterize the state of the fitness business in the United States in 2019? The fitness business in the United States has taken off tremendously with the introduction of different avenues of fitness that target a variety of people. I feel more and more people are now aware of their physical health and look for education via online or social media to better themselves. There is a plethora of information out there now and there is not one answer you won’t be able to Google or see a YouTube video 9
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about. There is no excuse tied to lack of information and that is key here in the United States. Do you see any significant weaknesses? One of the major weaknesses is the saturation of people in the U.S. trying to make a quick buck selling a specific product or workout program that may or may not help others. I wish there was a way to have some sort of quality control, but time will tell. With that in mind, what are some of the unique challenges the industry faces? As I mentioned, a specific challenge is the amount of people or companies that do not have the education or experience to guide others. Unfortunately, social media has played a huge role in allowing these individuals or companies to offer cookiecutter programs, equipment and/or nutritional products, such as weight loss supplements that have a one-size-fits-all approach to reach the masses.
TAKING IT TO THE NEXT LEVEL… Late last month Angel Bajana competed at a National NPC show and earned his PRO status with the IFBB Professional League as a Classic Physique competitor. Now as a professional he will be bringing a bigger, better and leaner package in the next one or two years when he competes again. n
Is there a way to overcome this? With time people will have more knowledge and information available. I strongly believe then they will look for the tailored and a more personal experience in what they choose. How important is social media to what you do and to what fitness clubs are trying to accomplish? What kind of investment does it take to have a significant social media presence? Social media is extremely important and such a great way to share your fitness experience with the world via pictures and videos. There is not much of an investment when you can use your phone or a digital recording device to capture the details or special attributes you have to offer. You have the opportunity to showcase why you are different and what makes you special. What advice would you give to the typical club owner or trainer on how to be better – and make more money – in the fitness business? My one and only piece of advice is to offer a product and service that helps others feel good and to realistically reach their fitness goals. Be honest and ethical about what you practice and there is not reason why your business will not skyrocket. People will talk and organic growth is the best growth. Finally, in what direction do you see the fitness business in the U.S. headed in 2020 and beyond? Where are the growth opportunities and how do we take advantage of them? It is all about the personal experience and service offered. At Elev8tion Fitness, members are not just checked in, they are greeted and offered a completely different workout and lifestyle experience from the equipment, environment and amenities offered to cater to their health and well being. n
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ANGEL’S FIBO FOCUS What do you have planned for FIBO USA? I have planned to be a part of the FIBO USA experience as many times as possible as a gym owner, athlete and gym equipment company. FIBO
USA is and will be one of the most recognized fitness events held, as it has already done well in Germany. What role do you see FIBO USA playing in the U.S.
fitness business? I cannot wait for FIBO USA in Miami. I feel the U.S. is missing this type of fitness experience that caters to not only the clothing or supplement brands, but to people
like myself who work and participate in different areas of the industry. It will bring people together that would not necessarily have the opportunity to meet until an event like this. n
Elev8tion Fitness is Angel Bajana’s dream of an ideal fitness location come to life in Miami Beach.
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SELF CARE IS THE NEW FITNESS FOCUS
How clubs can take advantage of trends in stress reduction and overall health. By Yvan Miklin
President and CEO at Aquila/On-Site Health & Fitness Management
ANNUAL FITNESS TRENDS HAVE shifted in recent years as more Americans seek to reduce stress and improve overall health. Fitness centers have a unique opportunity to expand and promote offerings that encompass this wellbeing focus through selective programming and promotions. While interest in high-intensity workouts and unique experiences is still growing, it’s time to take a fresh look at self-care fitness through three distinct channels your fitness center should be leveraging through 2020 and beyond. 1. Active Recovery Many of your members may think that rest days involve no movement at all, but re-educating them on the importance of active recovery can help you introduce members to programming such as yoga, Tai Chi, swimming and guided stretching. Resistance band classes are also growing in popularity as a low-impact alternative to boot camps and HIIT classes. Incorporating active recovery once a week can give the body and mind a much-needed break and keep members motivated for higher-intensity workouts, and that’s the message that your trainers 12
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should be promoting to keep members engaged and give them permission to schedule rest days into their regular workout routine. 2. Passive Recovery Passive recovery, such as massage, steam rooms and saunas, and spa services are self-care options that should be incorporated at least monthly into a healthy workout regimen. More important to recovery and stress management, however, is the practice of regular meditation. Studies show that guided deep breathing plays a major role in relieving a body’s normal stress response, replacing it instead with a relaxation response. Any breathing awareness exercise such as yoga can also provide some relief from chronic stress, but it’s the mindfulness of guided meditation that is currently driving fitness programming and the fitness apps market. Honoring the body through awareness can change a member’s perception of their body for the better. Connect with members who need a time-out for meditation with options that appeal to their desire for healing and self-care. 3. Lifestyle Education Trainers are in a unique position to promote positive self-image and wellness through behavioral education. Getting
enough quality sleep is arguably the most important lifestyle change anyone can make to improve their health. Sleep allows the body to restore and recharge and its elusive nature for some people has led to a booming sleep-aid industry. From weighted blankets to all-natural supplements and meditation apps to improve sleep, those who need more sleep are in desperate pursuit of it. Sleep optimization can be achieved through better sleep hygiene practices, a concept personal trainers can promote to give members ownership of their sleep habits. 2020 Fitness Trends Forecast The rise of self-care as a fitness focus continues the trends we’ve been tracking for the last few decades. As we look ahead to the next 10 years, it’s apparent that technology and self-care will become interwoven as the next generation of tech-savvy adults begins seeking their own version of wellness. n
Yvan Miklin can be reached at yvan.miklin@aquilaltd.com
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