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FB Fitness & Beauty Professional www.fitnessnbeauty.co.uk

JULY 2015

FB Fitness & Beauty Professional www.fitnessnbeauty.co.uk

July 2015

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FITNESS CONTENTS Welcome

4 12

Industry News

Kitbag Essentials

20 28

Training. Education & Business How To: Maintain a Commercial Pool

Fitness & Beauty Professional is a monthly publication covering all the latest information, news, legislation, products & services for UK Gyms, Spas, Beauty Salons, Beauty Schools & Consultants, Hair Salons and Health Clubs.

Editor

Andrew Harper

andrew@fitnessnbeauty.co.uk

01843 580862

Publication Manager

Dean Perry

dean@fitnessnbeauty.co.uk

01843 570944

Additional photography

Matthew Szwedowski

swedowskiphotos@gmail.com

07742782382

Advertising Sales Executive

Sarah Wells

sarah@fitnessnbeauty.co.uk

01843 570944


004 News Fitness & Beauty Professional

Virgin Active-led initiative to help primary school teachers reimagine PE lessons

Virgin Active is teaming up with the University of Bedfordshire and primary school teachers across the country to explore pioneering teaching methods and new approaches to getting children active. Having conducted research that found one in three children (39 per cent) across the UK are leaving primary school with a negative disposition towards being physically active, the gym operator has co-founded Active Inspiration to help teachers engage their students. The initiative to improve PE lessons comes a week after a Youth Sport Trust report suggested that ubiquitous smartphones should be harnessed as tools to modernise PE and increase physical activity. Youth inactivity has been constantly in the spotlight this month, as damning statistics have highlighted the extent of the UK s problem. Research released from Essex University showed fitness levels among English schoolchildren are lower than ever and still getting worse, while ukactive also made major headlines recently with its Generation Inactive report, which showed only half of seven-year-olds are meeting recommended physical activity guidelines of 60 minutes per day. Active Inspiration s new year-long teacher development programme will work with teachers to develop new ways of approaching PE, designed to will inspire a lifelong love of physical activity in primary age students. The aim is to create a new approach which is easy to learn and practical to apply for all teachers, and something they can use with confidence when taking PE lessons with their students. PE lessons help shape a child s first experiences of physical activities and their attitude towards leading an active lifestyle, said professor Margaret Whitehead, a leading academic on physical literacy. It is crucial that these first experiences are positive, rewarding and enjoyable. The new programme will begin with a two-day intensive summer camp at a Virgin Active club. Primary school teachers from across the country will be challenged to think differently about activity and the programme will explore pioneering teaching methods and new approaches to getting active. Alastair Humphreys, a renowned explorer and pioneer of micro-adventure, will also be on hand, working with teachers to think differently about movement. Primary school teachers have the unique challenge of having to be experts across all the subjects they teach and PE is an area where many lack confidence, said Virgin Active European COO Matt Merrick. By working with primary school teachers directly to bring something different to PE lessons, we hope to help them inspire their students to fall in love with being active.

Tired shopping centre site transformed into vibrant leisure hub with gym, bowling alleys and climbing wall Eldon Leisure Centre in the heart of Newcastle s Eldon Square Shopping Centre has been given a major £3m makeover to transform the 1970s site into a modern leisure hub. Facilities development specialist Alliance Leisure partnered operator North Country Leisure (NCL) to bring the project to fruition. Having secured a competitive tender for the long term asset transfer and operation of the facility, NCL needed to produce an innovative and sustainable scheme to regenerate the site and future-proof its facilities. Designs for the project were produced by Birmingham-based architects Bignell Shacklady Ewing. Phase one of the five-month scheme saw the fitness centre transformed into a brand new 12,000sq ft (1,115sq m) 145-station gym, containing equipment from a number of sources. The facility also features a dance studio and a group cycling studio. In addition to the gym overhaul, Eldon Bowl ‒ once an indoor bowling green ‒ has been transformed into a 10,000sq ft (929sq m) eight-lane, ten-pin bowling facility. Meanwhile, phase two of the project saw half of the ageing six-court sports hall converted into a new Vertigo Adventure Climbing facility, alongside the introduction of a significant Adventure Play provision, plus a newly-created modern café and dining areas. In partnership with North Country Leisure we have successfully transformed an ageing and costly facility into a highly-innovative sport and leisure destination for all ages, said Alliance Leisure business development manager James Foley.


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There's still time to get your NFA entries in

THE 2015 National Fitness Awards will take place on Friday December 4, returning to the glittering Athena in Leicester ‒ and there s still time to put your club forward for an award. The awards, organised by Script Events in partnership with Workout, are now in their sixth year and already entries are flooding in, with initial interest higher than ever before. So far, we ve received entries from as far afield as Aberdeen and the Isle of Man, with new nominations regularly dropping in and many enquiries from clubs all over the country wanting to find out more. To enter your gym visit www.nationalfitnessawards.co.uk

New LIW team receives backing from Matrix Fitness

MATRIX Fitness will be supporting Leisure Industry Week 2015, as the show relaunches with new backers. True to its heritage, LIW will continue to serve as the ideal place to see what s new, keep up with the latest trends and explore everything that the market has to offer, with new owners BodyPower Holdings, putting their own spin on proceedings. Director of marketing at Matrix Fitness Gemma Bonnett said: As a company, we are keen to invest in the fitness industry and support initiatives that drive the industry forwards. BodyPower s clear strategy to revive LIW and provide a truly valuable experience for all stakeholders; not just decision-makers, coupled with their experience in the fitness and leisure market, instills great confidence for the show s future, and we are delighted to be attending again in 2015.

Entries open for the Active Training Awards 2015

THE Active Training Awards are back for 2015, delivered by ukactive and CIMSPA and sponsored by Active IQ. The awards recognise organisations and individuals who are leading the way in skills and workforce development and invite applications from providers and employers of all shapes and sizes. This year, new categories include Best Use of Technology, designed to recognise e-learning platforms and digital solutions that support learners and also enable flexible and interactive learning. The Employer of the Year Category has also been separated into small and large categories, in order to ensure organisations are competing against others of a similar size. Entries are open until Friday August 21, via the ukactive website, and winners will be announced at an awards ceremony, taking place at the Crown Plaza in Reading on November 26.

Jordan Fitness to support the Sahara Force India Formula One Team

Education has always been at the heart of LIW; and the programme for 2015 looks set to take things to another level. With Matrix Fitness launching its own highly anticipated Education Programme this summer, JORDAN Fitness has teamed up with Sahara Force India to we are looking forward to revealing all to the LIW boost the team s training efforts throughout the remainder of audience. the season.

Get marathon-fit for autumn with free training run!

RUNNERS across the region are being urged to join a free long-distance training run in Chester on Sunday July 5 to get marathon-fit in time for October.

Jordan will provide Sahara Force India with a range of training equipment to enhance the pit crew s strength, stamina and technique during pit stops. Sales director Zak Pitt said: It is a pleasure to work with a prestigious Formula One team like Sahara Force India and we wish them well during the season.

The free training runs take place every month from We are looking forward to providing our state-of-the-art Total Fitness in Chester and will continue up until fitness equipment and offering our training services as the October in the lead up to the MBNA Chester Marathon team develop their training programmes. and MBNA Metric Marathon. Chris Hulse from Active Leisure Events, organisers of the MBNA Chester Marathon and MBNA Metric Marathon said: It s really now or never for anyone hoping to go from a basic level of fitness to marathon-fit in time for this year s autumn races.

Both of our races take place on 4 October, which leaves three months for runners to get themselves ready. We know from experience that it s incredibly difficult for non-experienced runners to get motivated and achieve that level of fitness in any less time, so we re running a free training run to help people kick-start their fitness-regimes and conquer a marathon before the end of 2015.


Places for People Leisure receive first ever Quest Stretch validation

Fitness & Beauty Professional News 006

East Lothian council appoints Pulse

Places for People Leisure are celebrating the fact that the organisation is the first ever to receive a Quest Stretch validation in sports development, with Quest rating the organisation as outstanding . Places for People Leisure, who have fully integrated Quest principles into their sports development working practices, have been the highest scoring team for Quest in sports development from around 60 organisations for the last two years. Quest is the best-known improvement programme within the leisure industry and its rigorous assessments challenge even the very best sports development teams in the UK. The rankings are based on a number of criteria including customer experience, health and safety management, impact on the local community and contribution to health and wellbeing. The outstanding banding demonstrates the team s continual commitment to providing quality facilities and service to its customers. Quest s operations director, Caroline Constantine, said: Quest Stretch is the highest accreditation that can be achieved and as such it is an extremely demanding process. By meeting Quest Stretch s very high standards, Places for People Leisure has shown their commitment to providing quality service to their customers. In these tough economic times it is more important than ever that sports development teams can demonstrate their value, and Quest Stretch helps them do just that. Achieving the Quest standard is one of the requirements set by many councils to ensure a high quality service. The Stretch award is designed to challenge sites that already have an excellent banding in Quest and wish to push themselves even further. According to the team s Stretch Partner Survey, completed by 31 of the company s partners, PfPL scored 97% with regards to how well they worked in partnership with local authorities. The value added to local authorities since partnering with PfPL included an increased focus on customer experience and greater community links. In turn this has led to great evidence and case studies for PfPL around increasing participation, which is at odds with the recent national figures in the Active People survey whereby a 1.4 per cent decline in the number of people engaged in regular physical activity between October 2014 and March 2015 was reported.

Pulse Fitness have recently upgraded three gyms in East Lothian Council s leisure portfolio which are operated by Enjoy Leisure. The renewed 5 year contract is part of Pulse s continuing successful partnership with the local authority and leisure Trust. The £160,000 contract to equip North Berwick Sports Centre, Meadowmill Sports Centre and Dunbar Swimming Pool sees East Lothian Council continuing its 15 year relationship with Pulse. In a highly competitive tender process, Pulse stood out not only for its innovative equipment but also for its excellent service and account management. All three sites run exercise referral schemes, so it was important for East Lothian Council to work with a supplier who could help them meet the needs of both disabled and non-disabled gym goers. As part of the new contract, all three facilities will benefit from new equipment from Pulse s top-of-the-range Series 2 Fusion Cardio and Evolve Strength lines. North Berwick Sports Centre will receive an additional 14 pieces of Olympic strength equipment to meet demand for this popular form of training. The cardio equipment includes Pulse s innovative Escape technology, which allows users to transport themselves to different locations as they workout. A HD film library of 4 different locations allow exercisers to immerse themselves in moving scenery ranging from pacific beaches to iconic European cities. North Berwick Sports Centre and Dunbar Swimming Pool will become the first leisure facilities in Scotland to have Keiser M3x bikes, which Pulse hold exclusive distribution for in the local authority sector. The M3x is a world leading indoor cycle, which is a result of a product merger between Keiser s M3 Indoor Fitness Cycle with patented magnetic resistance and Trixter s popular patented X-bars. As well as installing the new equipment Pulse will provide comprehensive product training for all staff. We are delighted to be cementing our relationship with these new installations at North Berwick, Meadowmill Sports Centres and Dunbar Pool, says Colin Davies, Sales Manager at Pulse. We have worked closely with the council and facility operators, Enjoy Leisure, to select the perfect mix of equipment to attract a broad range of the community into the centres.


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008 News Fitness & Beauty Professional

Developer of US$3.5bn Baha Mar resort files for bankruptcy

The long-running saga of the US$3.5bn (€2.7bn, £2.2bn) Izmirlian added. Baha Mar resort complex in the Bahamas has taken another twist, after its developer announced that it has filed for US "The general contractor (China Construction America) Chapter 11 bankruptcy protection. repeatedly has missed construction deadlines. This has caused both sizeable delay costs and forced the resort to The voluntary move is designed to ensure the heavilypostpone its opening. Unable to open, the resort has been delayed resort opens as quickly as possible, said Baha Mar left without a sufficient source of revenue to continue our Ltd CEO Sarkis Izmirlian. The company hopes to arrange existing business. a "debtor-in-possession" financing arrangement of up to US$80m (€72m, £51m) to be able to pay for daily Following the announcement, Baha Mar Ltd revealed that it operations during the Chapter 11 process. has commenced a claim in the English High Court against the contractor s parent company: China State Construction "I am committed to doing all I realistically can to move Baha Engineering Corporation Ltd. Mar forward to be completed and opened successfully,

Bali International Spa Academy creates licensing programme for spa schools

The Bali International Spa Academy (BISA) is launching a licensing programme for those interested in opening or expanding an internationally-accredited spa or massage school. Penny Ellis, founder of BISA, said the move was driven by a strong interest from the industry to learn to replicate BISA s spa, massage, aesthetics and wellness education programme. The training school is a Confederation of International Beauty Therapy And Cosmetology (CIBTAC)endorsed training provider, and has won numerous awards, including CIBTAC Centre of the Year in 2014 and 2015.

IHG bringing Crowne Plaza to Vietnam s Phu Quoc Island in 2017

International Hotel Group (IHG) is bringing a 300-bedroom Crowne Plaza hotel to Phu Quoc Island in Vietnam. Scheduled to open in 2017, the Crowne Plaza Phu Quoc Starbay will include a spa, and will join IHG s other two Crowne Plazas in the country, the Crowne Plaza West Hanoi and the Crowne Plaza Da Nang. The company signed a management agreement with real estate developer M.I.K Corporation earlier this month for the forthcoming hotel While details of the spa are not yet available, the property will be part of the new Star Bay/Green Hill development, which will also feature a lagoon, beach village, and a range of shops, restaurants and bars. Located along the coast of Dai Beach, the hotel will also include a wedding chapel, fitness centre, kids club, and a 240-seat ballroom.

We ve been getting steady requests for years, Ellis told Spa Opportunities. We re very confident that it s going to Phu Quoc is going through exciting times, said Leanne Harwood, vice president of operations, southeast Asia, for go quite well. IHG. We ve seen the positive impact that development of the new international airport has bought, and the Ellis said she s spent the past 18 months developing the upcoming expansion of the cruise terminal will also help programme, which she hopes will be the gold standard drive tourism. The visa-free entry for a series of travellers for the industry, and has had requests from India, China, has also helped growth in visitor arrivals. Mauritius and Africa. Ellis explained: The demand for well-trained spa therapists far outstrips the current supply, and so more schools of an international standard are necessary to sustain the sector s estimated 10 per cent annual growth rate. The basic two-year licensing programme starts at US$9,000 (€8,029; £5,712) and involves up to three students spending two months of intensive training at the school. There, they will learn how to train the BISA way, which involves starting the day with yoga and meditation, followed by hands-on training.


020 Section Name Fitness & Beauty Professional


010 Fitness & Beauty Professional

WHEELS AND FINS FESTIVAL 2015

Calling on volunteers, sponsors, suppliers, musicians, media partners, photographers, filmmakers and anyone else who think they may have something to contribute towards the festival. The Wheels and Fins Festival , is a three-day action packed music, extreme sport (Surf, Skate, SUP, Soapbox, Parkour) and family beach festival aimed at the local and wider community. The Festival is located on Joss Bay in Broadstairs, Kent and offers one of the finest sandy beaches within an easy commute from all over the South East. Over the summer the beach plays hosts to thousands of surfers and visitors soaking up the sun and the mellow vibes. We are now looking for volunteers, sponsors, suppliers, bands, media partners, photographers, filmmakers and anyone else who think they may have something to contribute towards the festival. Dates for this year s festival are 11th, 12th & 13th September. The Wheels and Fins Festival is a FREE event. Dave Melmoth Wheels and Fins Event Director say s: It has been incredible how the festival has been supported over the past few years. We ve had some fantastic crowds and showcased some really talented athletes and musicians. This year we hope to make it our best event yet and very much looking forward to the soapbox race under the lighthouse already

About the Wheel and Fins Festival Now in its 3rd year the Wheels and Fins team hope to continue providing a high quality event unlike any other in the South East. With our main aim to showcase Thanet as a fun, active and surprisingly amazing location to visit. To learn more visit: www.wheelsandftinsfestival.com (currently being updated) or call us at 07812 991195 Facebook:

Wheel and Fins Festival

Instagram

@jbwheelsandfins

Twitter

@jbwheelsandfins

The Wheels and Fins Festival is currently supported by the Joss Bay Surf School www.jossbay.co.uk and Shepherd Neame www.shepherdneame.co.uk


012 Kitbag Fitness & Beauty Professional

5 Gym Bag FOR Essentials MEN

If you are used to hitting the gym with nothing but your gym clothes, then odds are that you d end looking not as great as you feel after a workout session. And, there can be multiple reasons attributed to it - sweaty skin and droopy posture anyone? To help you achieve the perfect after-gym look, we ve compiled a list of 5 gym bag essentials that you must bring along. Read on!

1) Towel

You d certainly need two gym towels. Why? Let us explain. One gym towel to wipe the equipment before and after you use it, and a separate one for when you shower. Drying off with a towel after it s been wiped with the sweat of other gym goers is unsanitary.

2) Deodorant

This is the obvious essential, but knowing some men (or rather smelling them) when leaving the gym, apparently it isn t! You must shower after the workout, that s a given, unless, there s some pressing emergency, a deodorant will then always come in handy.

1) Gym Towels

3) Nutrition Bars

For the days you re racing from the office to the gym or you re famished after a hard workout, having a few nutrition bars in your gym bag will help you fuel and refuel. Besides, it also helps in keeping sugar cravings at bay.

4) Music Player

Music can help energise and entertain you throughout the session. Keep an mp3 player loaded with fast paced tracks in the gym bag that will pump you up and keep you motivated. Always look out for players that are small, portable and don t interfere with your workout.

5) Water Bottle

Staying hydrated is very important essential when doing vigorous exercises. Having a water bottle in the gym bag will keep you hydrated during the workout without having to make frequent trips to the water cooler. After all, there is no harm in drinking water that you re 100 percent sure off.


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The ice is on us . . . . . .give yourself a recovery boost 96% of users felt their skin was cooler after use*

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014 Fitness & Beauty Professional

MAKE YOUR WORKOUT ROUTINE A PERSONAL BEST WITH ACTIVBOD For those who love to exercise - and are keen to stay healthy on the outside too ‒ it s time to get activbod in your kit bag. Working out can take its toll on the skin, with wind and rain, regular sweating and frequent showers all playing their part. Activbod, developed by skin and sports experts, combines the science of skincare with natural ingredients and the unique needs of sports and exercise enthusiasts to deliver products that help to aid recovery, improve comfort during and after exercise and banish workout worries. The team behind activbod are confident the range will transform the exercise experience, and we have to agree, with groundbreaking formulations to help the body pre and post-exercise, including skin coolers, muscle warmers and anti-redness treatments ‒ a first for mainstream skincare market. Our favourite products include turn up the heat roller gel - a contemporary twist on the traditional muscle rub with its stimulating rosemary and ginger fragrance, anti-inflammatory ingredients and hands-free application. The game changer face scrub ; a fantastic dual action face scrub that not only cleanses but also contains innovative anti-redness ingredients helping to reduce that embarrassing post workout flare. And not forgetting the feel great shower concentrate a small tube with double the washes that will deeply cleanse, refresh and even deodorise pre or post workout skin.

The range also includes cooling finish lotion which cools and moisturises post workout hot skin; mind over matter a stimulating aroma stick balm which can be applied to neck, wrist and temples when mental focus or extra motivation are required. And the pick me up scrub to get rid of dirt and perspiration, it also improves circulation aiding recovery and leaving you with a healthy glow. Commenting on the launch, activbod founder and keen sportswomen Lara Morgan, says: This range has been a long time in development, with the inspiration coming first from the impact the London 2012 Olympics had in terms of raising the profile and accessibility of sport and fitness for all. We wanted the range to build on this, to encourage an active lifestyle and improve the health of the nation. As a new brand we re also incredibly proud to have linked with a dynamic young charity, the Women s Sport Trust (WST), with 10% of net profits from activbod sales being used by the charity for projects that will bring parity to women s sport including increasing the profile of female sporting role models and increasing sports participation. As you might expect from a range developed by sports enthusiasts, all products come in lightweight tubes making them highly portable and ideal for the gym bag. The flip top lids also mean you don t need to worry about losing a lid in the shower of changing room. With all products made in England, the full range is also 90% or more natural; paraben, phthalate, petrolatum and MIT free.

To find out more about activbod, or to speak to one of team about stocking it, email info@activbod.com or visit www.activbod.com


016 Fitness & Beauty Professional

Photo credits: Matthew Szw

www.jasonturnerpt.co.uk


My name is Jason Turner or JTPT and I have been a qualified PT for coming on 10 years now. My specialities are body conditioning and fitness coaching, I am 40 years old and I live and breath fitness.

Jason Turner

My journey in fitness started over 12 years ago, I was over weight drinking to much and generally unhappy with myself and my life. Then one day a friend said

wedowski

you need a hobby, come try the gym with me so I did, and for six months I hated it but kept on going. After a while I started to lose weight, build muscle and a nice frame, and the more results I saw the more I enjoyed it. I would see PTs in my local gym and remember saying to my friend

I could do that job, and

I could do it better

I guess after a while she had enough of hearing this and said to me then prove it . This gave me the encouragement I needed to contact my local college and enrol on a CYQ level 2 gym trainer qualification, and subsequently a level 3 PT qualification and have never looked back. For me, fitness and training is not just about the gym floor, we train outside in parks, on beaches and anywhere else we need to. I personally prefer to teach and train on smaller pieces of equipment such as Kettle Bells, TRX, Rings, Circuit Training, and Gymnastic style training, we mix this in with traditional weight training components and modern styles of CV training as well as boxing and fight training. I have a very healthy and growing PT business with two part time members of staff and a fully qualified Nutritionist, on top of this I also teach two Kettle Bell classes a week and boot camps. Myself and my staff are big fans of playing to a clients strengths and working to their goals, it s got to be fun and something the client wants to do, and more importantly, works, or what s the point! In fitness one size does not fit all, it s an individual experience and that what you get when you train with JT PT and the team...so it doesn t matter what you do or what your goals are, get your trainers on, dust off the push bike, get down to your local gym, pool, park, beach, or any other place you can think of and start keeping fit, and your machine that is your body will look after you, I promise. Stay fit guys and work hard. Check out www.jasonturnerpt.co.uk

JT PT


Move of the Month Skin The Cat level One

Assume a false grip and begin in a dead hang with palms facing forward Pull the knees close into the chest as in a tuck hang Keeping the arms as straight as possible, pull down into the rings Maintaining the tuck position, begin to look up and back in the direction you wish to travel, use the abdominals and lats to pull you through the backwards rotation. Maintaining the tuck position as the hips pass over the shoulders, rotate the arms so that the palms face behind you. Allow the shoulders to open as much as is comfortable in the end position. Pause momentarily maintaining your knee tuck Initiate the roll back over through the hips. Pull the hands into the rings and lift the hips up and over Allow the head to follow and as the hips pass over the hands rotate the arms back to the start position. Maintain the tuck throughout JT PT tip Start with the rings lower then work your way up, Skin the Cat works well on back day

Photo credits: Matthew Szwedowski


Fitness & Beauty Professional 019

Your SMS Campaign Our mobile phones are never far from our heads, or even our hearts, making this marketing channel a very personal one. For this reason it s essential to treat anyone who opts-in to your SMS list as a very loyal customer indeed. Whether you are building your database of phone numbers from scratch or growing your opt-in list, a great marketing campaign is the common denominator for success. An SMS campaign shouldn t stand alone, incorporate it into your overall marketing strategy to ensure goals are met and messages are consistent. To get the most out of your SMS marketing activity, we ve put together some top tips on how to build a good marketing campaign. Determine your goals Before you do anything else, decide what you want your campaign to achieve. Build your opt-in list? Increase your average order value? Direct eyeballs to your webpage? Tell them about a must-attend event happening on Friday? Once your goal is agreed, make sure your campaign is integrated with other marketing activity happening at the same time. Do your research Find out what makes your potential target audience(s) tick. What are their likes and dislikes? Clear call to action Make your call to action simple and clear. A valuable incentive Plan your offer well to ensure you have something tempting to dangle in front of customers by way of incentive. It has to be something that will tempt them to part with their phone number or take up your offer. Personalise We all like to feel special. If a marketing piece is at least topped and tailed with your name and is of relevance, the response rate is instantly improved.

Attention to detail pays off so make sure your database is well maintained and you spell names correctly! Timing of texts Due to the immediate nature of SMS marketing, timing is everything. If you want to draw attention to a special promotion happening at your shop on Thursday evening, sending out your SMS message on Monday morning will have little effect and a hundred new texts will have eclipsed it by the time your event is actually happening. Frequency of messaging The first rule is don t bombard people. The opt-in option is a delicate balance and people will very quickly opt right out again if they feel their phone or privacy is being invaded. But once you have your audience engaged, do keep gently reminding them you are there, by offering regular targeted, personalised, good-value offers. Play by the rules Don t forget that permission is required to send out SMS marketing messages. Text recipients must have knowingly opted in to receive your communications. Your messages must also comply with ICO legislation. Identify yourself as the sender in each message. Include a STOP option for every SMS you send. Measurement Measuring effectiveness is an essential element of an SMS campaign, as it is for any marketing or promotion you carry out. There is no one-size-fits all approach, what you measure depends on what your initial aims were. Monitoring your list growth rate each week (or as appropriate) is a basic indicator . GlobalMessaging have a great team on hand to help you start with SMS Marketing Get in touch on Tel: 01733 370439 Email: email@globalmessaging Twitter: @globalmessagin SMS Global to 88882


020 Training, Education & Business Fitness & Beauty Professional

I want to put socks on!

Only yesterday I was talking to a client about the amazing changes they could see and feel in their body. After a long period of inactivity and ill health they had recaptured that glow of health again. As their Pilates instructor I was delighted that they could see the results of their efforts particularly when the journey back to health had been long and hard.

After months of medication for pain relief and dealing with the long term after effects of a car crash, my client was finally feeling the benefits of regular Pilates sessions. Her pelvis which she broke in 8 places was more stable and less painful, to the point where she was able to put her socks on in the morning with ease Something she had wanted to achieve for a long time. Getting back into doing some kind of exercise after trauma or injury has to start with the smallest of steps and the gentlest of regimes. This is one of the reasons I trained to become a Pilates instructor, to be part of this steady transformation towards mobility and stability in everyday tasks. The power of Pilates experienced with this client, is not uncommon. I have witnessed it myself many times and every day I read how top athletes use the Pilates method to retrain after injuries and operations and it makes perfect sense. Training as a Pilates instructor is both rewarding and fulfilling. It is the intelligent way to exercise as it takes into

account your postural problems whilst not over stressing joints or overloading muscles. As the population ages with more seniors over the age of 80, what kind of exercise will they all be doing? My guess is Pilates Instructors will be in demand like never before. If you are interested in adding Pilates in your exercise skillset then call us now on 01608 66 69 99 or visit our website Peta Davies is an exercise professional with 20 years experience in the fitness industry. She is committed to improving the standard of Pilates teaching generally, through supporting new teachers with a range of continuous professional development workshops. Her Pilates Place studios have won local business awards and her expertise and knowledge as Pilates teacher trainer is widely recognised. www.pilatesplace.org


Fitness & Beauty Professional Training ,Education & Business 021

Add a heap of energy, whip up some classic aerobic moves then marinade in some drum & bass and voila‌you have the perfect session! We believe at drumnbounce & dubstretch that a good workout relies on banging tunes, so what could be better to keep you bouncing! A class designed to get you simultaneously sweating and smiling. If you ve got an appetite to BOUNCE your way through basslines and fancy a dusting of dubstretch for desert then we are the place for you. drumnbounce.co.uk :: drumnbounce@gmail.com


022 Training, Education & Business Fitness & Beauty Professional

BalletBeFit helps members plie their way to a better body

BalletBeFit is a dance inspired body-toning class that combines core-strengthening moves with intense cardio exercise that will keep members coming back for more. Created by classically trained dancer, Rachel Withers, this 60mins class is guaranteed to help members define, strengthen and streamline muscles to build a stronger, leaner, fitter body. It s even been designed to cater for different age groups. Start Young is for children aged 5-13, Stay Young is for adults and Feel Young is for older adults. Originally launching in 2014 and with qualified BalletBeFit in- structors across the UK, Rachel felt that it was time to concentrate on gyms, leisure centers and fitness facilities to get this class add- ed to their timetable. Not often seen on class timetables, BalletBeFit offers something new and exciting to members who are looking for a workout that combines everything they re looking for in one class. As a discipline, ballet has to be one of the hardest to conquer but offers some of the best physical and mental benefits, said Rachel, creator and lead choreographer at BalletBeFit. Ballet is often something that we try as a child but fail to fall in love with, which is why I wanted to create a class that would appeal to everyone of all ages, shapes and sizes. BalletBe- Fit provides just the right amount of poise, elegance and grace you d expect from ballet but with a hit of cardio blasts to provide an effective full body workout.


Become a

PILATES INSTRUCTOR Training the next generation of Pilates teachers since 2008


024 Training, Education & Business Fitness & Beauty Professional

Discovery Learning is a leading UK provider of high quality personal trainer courses and fitness instructor courses which we have been delivering for fourteen years. We other Level 2, Level 3 and Level 4 fitness courses. Two of our the most popular courses are: Level 2 Gym Instructor and Level 3 Personal Trainer certificate. You can start your work in fitness industry by completing Level 2 course. Then you can easily upgrade to Level 3 qualification and become fully qualified Personal Trainer with loads of career opportunities. Typical Personal Trainer earns around £30 ‒ £40k and leads exciting life coaching people helping them achieving their fitness goals. You don t have to be super fit to become a PT. You just need to know how to train people and this is exactly what we will teach you on one of our courses. Visit www.discovery.uk.com/fitness-courses to check the full list of our courses. Our team are not sales people ‒ all of our staff holds some fitness qualifications, many are personal trainers themselves. This mean when you call us on 0208 543 1017 you actually talk to a fitness professional who is more than happy to answer all of your questions. In 2010 Discovery Learning was recognised as a centre of excellence for the national skills academy for health and fitness and has an exceptional reputation for quality in the fitness industry. Learners can therefore be sure that they receive the very best tuition and learning experience for all of our qualifications.


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026 Training, Education & Business Fitness & Beauty Professional

Q&A with Katy Barrow Founder & Director of SOSA Dance Fitness®

Who says you need a partner to Cha-Cha your way around the dancefloor? We quizzed Katy on the newest women s only dance fitness sensation!

How would you describe SOSA Dance Fitness?

SOSA Dance Fitness® is the new funpacked International dance-based fitness workout exclusively for women. We proudly sponsor Sport England s This Girl can campaign, and are truly passionate about empowering and inspiring women to get up dancing, feel confident and achieve their fitness goals, without fear of judgement. SOSA Dance Fitness® is completely unique, fusing elements of Latin, Ballroom, Salsa and numerous other international dance styles together to create one fantastic fusion of dance fitness. Our routines are easy to follow and all set to a soundtrack of fun and catchy tunes to get you singing as well as dancing! Why did you decide to create SOSA Dance Fitness? As a professional dancer, I wanted to provide women the opportunity

to finally learn popular dance styles including Salsa, Latin and Ballroom but without the need for a partner. In my experience, so many ladies were missing out on learning these beautiful dance styles that are known for being partner dances because they either didn t have a partner or their partner wasn t interested in dancing. So I went about re-creating and adapting the steps and movements of a wide variety of partner dance styles so they could be danced solo. During my research, I found there was a huge gap in the market for a low impact dance class that was sustainable as a long-term fitness programme, and accessible and suitable for all shapes, sizes, ages, abilities, faiths and cultures. With an abundance of dance exercise classes in the market, how does SOSA stand out? What makes it unique? Unlike other dance fitness programmes on the market, we are committed to promoting the fantastic benefits of

low impact exercise for everybody, from beginners to those who keep fit regularly. All of our routines are choreographed to stay true to the technique and styling, using authentic steps and movements of each dance style. No more aerobics, no more grapevines and box steps... learn to dance and gain a skill for life! We pride ourselves on our company ethos...

Fun-packed approach ‒ We want to get everyone up dancing! Our fun-packed approach to our classes makes burning calories easy… boost your confidence, meet new friends and learn how to strut your stuff on the dancefloor! Promotion of wellbeing ‒ SOSA will work wonders for your general happiness and wellbeing. Our classes will shape and tone your whole body and help to improve your posture, balance and coordination… Dance Yourself Happy!


Fitness & Beauty Professional Training, Education & Business 027

Our classes are about YOU ‒ we are committed to ensuring our clients get the maximum benefit from our classes… we break-down the steps of each routine before we begin so you are never left struggling at the back of the class

Inclusive of ALL women ‒you will never feel intimidated in one of our classes and that s a promise!

Why become a SOSA Dance Fitness instructor? What are the benefits? There are so many reasons why becoming a SOSA Dance Fitness® instructor now is a great idea. We are a young expanding company, which means you can really progress with us and build a long-lasting career. Gain credibility in the industry and earn 12 REPs CPD points. Be unique as the first person in your area to teach our new and exciting fitness programme and reap the rewards! Our fabulous Training & Licence package costs an incredible £199 as a one-off payment, with NO monthly licence fee and NO hidden costs. The benefits include:

• • • • • • •

Your SOSA Dance Fitness® Instructor Training & Assessment Course, including a one-day intensive Instructor Training Day A 12-month licence to use our SOSA Dance Fitness® brand elements and media tools A personal page on our website and a personal e-mail account Your first FitMixPro playlist Full access to our SOSA Dance Fitness® Instructors Academy portal 4 new choreographed routines released every month to keep your classes fresh Full access to our back catalogue of Instructional videos Starter Marketing Pack Clothing, merchandise and promotional materials at discounted prices VIP Invitation to our national events

We only accept qualified fitness, dance and theatre industry professionals onto our training courses, ensuring our clients receive the very best dance fitness experience and maintaining the quality and image of our brand.

What s next in the pipeline for SOSA Dance Fitness? With plenty in the pipeline, the future is looking very bright for Katy and SOSA Dance Fitness®. Join us at FitPro Live at London Excel on 9th-10th July where we are performing FREE taster sessions in the Live Zone Demo Area. Come and visit the team on stand 46 for amazing show offers and discounts. You can also join us at LIW at Birmingham NEC this September. Get involved... Classes are now available in 15 counties of the UK ‒ find your local class at www.sosafitness.co.uk Instructors: You can earn 12 REPs CPD points by training as SOSA Dance Fitness® instructor. Please visit the website to book your place on one of our upcoming Training Days in London, Surrey or Cheshire.


028 How To: Maintain a Commercial Pool Fitness & Beauty Professional

Step 1

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First, the heart and soul of the pool, the pump and filter. The water in any pool should be properly circulated and filtered but it's even more important in commercial pools which have higher bather loads and the potential for public health issues. To care for the pump, regularly clean out the pump strainer, replace worn gaskets and seals, and use a flowmeter to ensure the gallons per minute are correct for the pool.

No matter which type of filter used on a commercial pool, regular maintenance of the filter and media are critical. Inspect cartridges and D.E. grids to be sure they are intact with no holes to allow debris and D.E. powder to escape. These filter media also need be cleaned regularly. Sand filters should be backwashed and the sand checked periodically for channeling. Remember if your filter is compromised, so is the water quality which causes an increased demand for chemicals. Keep an eye on worn or broken filter parts also and replace gaskets, gauges and valves to avoid bigger repairs down the road.

Chemical levels are another crucial aspect of maintaining a commercial pool. It is also challenging to maintain balanced water because commercial pools can have a lot of traffic and constantly changing needs. Installing a chemical automation system will simplify the maintenance of pool sanitizer levels. Depending on the system, you will be able to measure pH, ORP and sanitizer levels and automatically dispense the correct amount of chemicals to balance the pool. Some systems will also allow you to monitor readings remotely by computer or cell phone.

Another option fo a commercial poo chlorine generato popular for reside a few manufacture Auto Pilot and Pen commercial pool s These systems use the pool water to They are comprise supply which is w electrical supply fo equipment and a plumbed inline wi plumbing. Comm typically have mul in order to produc chlorine for the gr and bather load o pools. Depending and system, comm chlorine generato from 4 to 32 lbs of


Fitness & Beauty Professional How To: Maintain a Commercial Pool 029

How to Maintain a Commercial Pool

or sanitizing ol is a salt or. Increasingly ential pools, ers, namely ntair, also make salt systems. e salt added to create chlorine. ed of a power wired to the or the pool cell which is ith the hard mercial systems ltiple cells ce enough reater volume of commercial g on the brand mercial salt ors can produce f chlorine daily.

Step 5

Step 6

Step 7

Commercial salt systems create a form of chlorine without chloramines which is the component responsible for that familiar bleach smell and the irritation of skin and eyes. The result is pool water with a softer feel and no chlorine smell, a definite attraction for patrons. Another benefit is the reduced maintenance time and cost associated with buying, storing and manually adding chlorine. Since salt does not evaporate, salt chlorine generators will continue to produce chlorine from the initial salt added to the pool. If there is heavy rain or excessive loss of pool water, you may need to adjust the salt levels by adding more salt. Eventually the salt cell(s) will need to be replaced.

If chemical automation and salt chlorine systems are not in the budget, you can still simplify pool sanitization by installing a commercial pool chlorinator. This plastic vessel holds chlorine tablets and has a valve to control the flow of chlorinated water to the pool. The chlorinator is dependent upon the pool s circulation pump to dispense chlorine and will not feed chlorine into the pool if the pump is off. When the pump is running, the chlorinator will run automatically. A check valve should be installed with a commercial pool chlorinator to prevent back flow of chlorinated water to other pool equipment. A check valve is particularly important to protect heaters which can be damaged by chemicals.

Of course, all of your equipment might be running fine and your chemical levels be balanced but you still need to clean the pool. Commercial pools with high traffic need to be vacuumed daily to remove debris from the floor. Use a commercial pool vacuum attached to a telepole to manually vacuum or invest in a commercial robotic cleaner to automate pool cleaning. A robotic cleaner is programmed to learn the pool and will develop a cleaning pattern based on the pool it s used in. Some commercial robotic cleaners are designed to clean the floor only and others will also climb to scrub the walls.


030 Fitness & Beauty Professional

Athletic performance can decline with a very small amount of dehydration - losing just 2% of your body weight in fluid can decrease performance by up to 25%. Whether you re an elite athlete or an amateur enthusiast, drinking water during exercise is absolutely essential if you want to get the most out of your workout . Most turn to sports drinks for re-hydration, however the majority are packed with sugar and hidden calories which may hinder progress and achievement rather than aiding sporting goals. Enter the new, mineral-rich drink from the U.S. ‒ Blk. Don t be put off by it s colour, this is where the magic lies! (bee. el. kay) blk. is the first ever fulvicenhanced, all natural mineral water. Blk. is the result of Canadian spring water being infused with fulvic minerals. There is no colouring, dye or additives, Blk 100% natural! The fulvic minerals that blk. use to infuse with spring water are black in colour so naturally change the colour of the water.

Blk can be bought through www.blkuk.co.uk

How does it work - Fulvic Acid, Cellular Health and Hydration. Fulvic acid helps water enter cells at a faster rate, leading to balanced hydration and mineral levels. Its unique balance of chelated minerals helps fulvic acid enter cells quickly and increases enzyme activity. Consuming fulvic acid helps support proper biochemical reactions and optimises cell response. The Fulvic mineral complex of blk. provides some of the most powerful electrolytes known to man, so blk is the only choice for fast, effective re-hydration on the go. Unlike other health drinks on the market, blk contains no carbs, calories, sugars, sodium or caffeine. This all natural drink contains an incredible 77 trace minerals from Boron, which aids concentration through to Zinc, Iron and Germanium, known for their immune system enhancing properties.


Fitness & Beauty Professional 031

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July 2015


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Anti Aging

Fitness & Beauty Professional is a monthly publication covering all the latest information, news, legislation, products & services for UK Gyms, Spas, Beauty Salons, Beauty Schools & Consultants, Hair Salons and Health Clubs.

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004 News Fitness & Beauty Professional

New Huddersfield Leisure Centre opens A £36m leisure centre has opened in Huddersfield to replace Huddersfield Sports Centre.

Operated by Kirklees Active Leisure (KAL) on behalf of Kirklees Council, the new Huddersfield Leisure Centre offers a wide range of facilities designed to appeal to all members of the community. Facilities include a fitness gym measuring more than 1,000sq m and featuring over 100 cardiovascular and resistance stations as well as a functional zone which includes a TRX frame, an OMNIA functional training area and a 33m sprint track. The gym is served by its own dedicated changing rooms. The new centre also offers one of the most comprehensive swimming offers in West Yorkshire with a 25m, eight-lane competition pool; a 20m training pool with moveable floor and a family leisure water facility with a flume, water slide, lazy river and other water features. As the first 25m competition pool in the Kirklees area,

Gym Group becomes first group operator to achieve Silver IiP standard

The Gym Group, the UK s fastest growing gym chain, has become the only group operator in the UK fitness sector to be awarded the Investors in People Silver standard, demonstrating the organisation s commitment to realising the potential of their people. The award-winning company, founded

the pool will be able to host major regional and even national short course competitions. Other facilities include two sports halls, squash courts, martial arts studio, indoor soft play area and a café. The leisure centre is also home to the new Huddersfield Climbing Centre, operated by the internationally renowned climber, John Dunne, as part of his company the Climbing Centre Group. The Huddersfield Climbing Centre includes a main

lead wall standing at 12.5 metres, which has been developed for climbers of all abilities. The wall offers a wide variety of angles from steep walls to easy corners, spread over 27 climbing lines split between lead climbing and top-rope climbs. All routes will be regularly re-set to ensure there is always something new to try. The climbing wall also offers a dedicated training area, which includes a campus board and finger boards. In addition to roped climbing, the new centre offers a dedicated bouldering area.

in 2007, transformed the fitness sector when it opened the UK s first low-cost gym in Hounslow in 2008, providing affordable, high quality, 24/7 fitness facilities without fixed contracts. The Gym Group, which has over 300,000 members, now operates 62 sites nationwide and is set to open a further 18 by the end of 2015. Investors in People is the UK s leading accreditation for business improvement through people management, and provides a wealth of resources for businesses to innovate, improve and grow, with a focus on good people making great business. Fewer than 600 organisations in the UK have been given the Investors in People Silver award, which equates to less than three per cent of all organisations awarded the Investors in People Standard. The Gym Group, which was recognised as an extraordinary company, was awarded the coveted Silver standard following a rigorous independent assessment and was praised for demonstrating excellence in people management, leadership and performance evaluation. Paul Devoy, Head of Investors in People, said: Achieving the Investors in People Silver standard is something that any organisation should be truly proud of. It is the sign of a company which is very committed to good people management practice and we d like to congratulate The Gym Group on their achievement. Commenting on the award, John Treharne, CEO of The Gym Group, said: To be given such a prestigious national award is a fantastic achievement and acknowledges the hard work, enthusiasm and dedication of the team. The Gym is about empowering everyone; we give our staff the freedom to do their jobs to the best of their ability and help members make positive changes to their lives.


SALON SYSTEM UNVEILS NEW WEBSITE

Fitness & Beauty Professional News 005

Brand leaders in professional beauty, Salon System, are proud to announce it has launched a brand new website. Showcasing the full product portfolio, Salon System s new website gives beauty professional s access to everything they need to know about its brands, as well as providing an educational pit stop.

A destination for discovery, the new website is easy to navigate and visually engaging. Featuring informative product pages for each of Salon System s core categories, beauty professionals can familiarise themselves with its nails, lashes and wax collections, offered through its appointed training provider, Training Solutions. whilst being directed to their nearest Salon System stockist. Kathy Holroyd, Marketing Manager at Salon System comments: We re all very excited about the new website. It s been a long time in the making, but The education and training section of the website provides professionals with it s certainly been worth the wait. We ll also be adding a place where beauty a 360 degree insight into their industry. professionals can go and learn about all our different offerings as well as bringing a wealth of knowledge and experience from industry experts. The Experts Blog will look to host a What s more, the interactive stockist search function gives site therapists hub of advice and knowledge shared visiting the site, the convenience of finding their nearest Salon System by educators, esteemed therapists stockist. We can t wait for therapists to explore and benefit from the new and press, right through to marketing website. and PR executives. In addition, it delivers an overview of Salon System s Beauty Professionals can visit the new website at: www.salonsystem.com comprehensive training programme

Westrow, the award-winning Yorkshire-based salon group with eight salons and an educational centre of excellence in Leeds, is celebrating becoming the only salon from West Yorkshire to receive finalist status at the annual Salon Business Awards. The Salon Business awards celebrate the very best of hairdressing, rewarding the brightest business minds, entrepreneurs, creatives and innovators within the industry. Westrow Wetherby has been shortlisted in the Design Smart category, which was won by Westrow Street Lane in 2014. Judged in two stages by a panel of business experts, finalists for Design Smart must have updated the salon interior within the last five years, combining innovative design with intelligent features. The Westrow Wetherby salon was recognised for offering premium hairdressing services in a relaxed, home-fromhome setting. The chic and classic-led interior has clean, modern lines and a luxurious working environment, all of which complements the brand s ever-evolving aesthetic. The winners will be announced at a glittering ceremony at The Yacht, London, on the 13 July 2015. The successful salon from each category will be presented with an award, certificate and prize, along with gaining recognition and reaping the business opportunities that come with such an honour.


006 News Fitness & Beauty Professional

AUTUMN/WINTER BRIDAL HAIR TRENDS, AMY LOPEZ, BRIDAL SPECIALIST, WESTROW, AND FRANCHISEE, WESTROW STREET LANE Autumn/Winter 2015 will see a return of the Braid. Fishtail, Waterfall and French styles are still very popular, and at the top of most brides wish lists as they offer a romantic, natural look with a dishevelled edge. Marchesa brides showcased soft textured braids complete with wild flowers for a bohemian look that complemented her dresses perfectly, while Reem Acra took stunning freshwater pearls and entwined them in tighter braids. This easy to maintain style gives the appearance of effortless glamour, and adding accessories such as flowers, pearls or crystals will ensure complete femininity. Soft low buns, as seen at Oscar De La Renta, have been very popular with brides looking for a timeless, classic look that oozes elegance and grace. This look shows true style and can be worn on its own or with a stunning headpiece.

BUSINESS MARKETING EXPERTS, SALON EVOLUTION, SHOW SALONS HOW TO MAKE £15,000 FROM DOWN TIME Leading London-based business development and marketing agency, Salon Evolution, has launched an innovative solution to combatting salon downtime by creating new client marketing campaigns tailored to individual salons needs. The brand works with more than 113 partner salons across the UK to help them fill empty appointment slots that are generating no income, through introducing new clients to the business

through bespoke campaigns to encourage new business. Essex-based Strangeways Hair Salon is just one partner salon that has utilised Salon Evolution s new client marketing campaign, and, as a result, has filled 600 otherwise dead spaces within the salon, which has transferred into an average of £25 per space, grossing the business an additional £15,000 income. Steven Gunnip, Director of Salon Evolution, said: It goes without saying that Creative Director, Martyn Holmes, and the Strangeways team are fantastic examples of how a collaboration with Salon Evolution can be a great success and have direct impact on your cash flow. They have been open to the training sessions we provide, always listening and digesting the information and truly taking on board a new way of thinking, while enjoying the extra revenue to their business. Martyn Holmes, Creative Director, Strangeways, said: When your team s columns are not as booked up as you would like, it can be worrying, so enlisting the help of Salon Evolution to help fill this down-time has proved invaluable to our business. We have seen a huge boost to both new clients and retail sales using the brand s bespoke marketing campaigns, meaning we have managed to make extra revenue out of what would have been wasted time, ensuring everyone is booked up and working to their full potential


008 News Fitness & Beauty Professional

SALON EVOLUTION HEADS NORTH TO RUN RACE FOR LIFE

Yorkshire lass, Amy Watson, Office Manager at London-based business development and marketing agency, Salon Evolution, headed back to her hometown of Harrogate to run the 2015 Race for Life and help raise funds for Cancer Research. Amy, who grew up in Knaresborough, North Yorkshire, travelled the world

before making the decision to move to London, joining Salon Evolution in 2010. The firm holds community close to its heart and supports charities as much as it can. Amy wanted to run the Race for Life with her sister Rachael and niece Amira as they had lost a close family member to cancer. The trio joined the Pink Army in

Harrogate on 14 June 2015, raising more than £555 for Cancer Research. Amy Watson said: Race for Life is a fantastic event and we are honoured to be a part of the Pink Army. I was blown away by the passion and determination of everyone who took part. With this attitude we come one step closer to beating the disease.

SALON SYSTEM UNVEILS NEW NAILLUX NAIL TREATMENTS

SALON SYSTEM UNVEILS NEW NAILLUX NAIL TREATMENTS

Salon System, the brand leaders in The protective shield is infused with Nail Oil (£4.35 +VAT) Salon System, the brand leaders in professional beauty, is launching a brand new Nail Treatment professional beauty, is launching a diamonds in order to fight splitting, With its zesty orange scent and collection to its extensive NAILLUX range this July. brand new Nail Treatment collection to peeling and cracking of the nail. The non- greasy feel, the Nail Oil not only its extensive NAILLUX range thisingredients July. pioneering blend of ingredients include; nourishes and Nail hydrates he nail, it Combining luxury selected by experts, with technical performance, the new NAILLUX zinc, copper, iron, calcium, soy protein, actively encourages Treatments consists of nine different solutions designed to repair, prime, protect and deliver dazzling nail growth and Combining luxury ingredients vitamin A&Ethe - these work Nail leaves cuticles add felling shine. Perfect for selected salons, spascollagen and the and mobile therapist, new NAILLUX Treatments a silky soft. element to a manicure and pedicure routine, a tailored for(£4.94 +VAT) by experts, withprescription technical performance, together to actively help providing fortify theclients nail. with Matte Base service & Finish natural nails look their best.Protect & Fortfiy can be used alone the new NAILLUX Nailthat Treatments Ideal for nail art designs and prolonged consists of nine different solutions using multiple coats or as a base coat. polish wear, this matte base and top Both toluene and formaldehyde free, the new NAILLUX Treatments can not only be used within a designed to repair, prime, protect and coat is the perfect way to start and finish and pedicure routine, but they also provide a valuable salon retail opportunity for beauty deliver dazzlingmanicure shine. Perfect for salons, Conceal & Correct Polish (£4.95 +VAT) a treatment. professionals. spas and the mobile therapist, the Designed to disguise existing nail new NAILLUX Repair Nail Treatments add a damage, the diamond infused Conceal Finishing Treatments: and Protect Treatments: prescription element to a manicure and & Correct CC Polish is ideal for clients Gel Effect Finish (£4.35 +VAT) pedicure routine, providing with with ridges on the surface of the nails, Avoid your client s nails chipping with Boost & Repair clients (£4.95 +VAT) a tailored service for natural nails thatand as it is smoothing and evening well the quick drying Containing caviar extract pro-vitamin B5, this revolutionary newasnourishing nail lacquer improves Gel Effect Finish. look their best. the appearance of the nail instantaneously. as brightening. The solution contains Toluene, formaldehyde and DBP free, Due to its milky white colour, it can either be worn alone sphere technology to assist this revolutionary top coat offers intense with 1-2 coats or as a base coatdiamond under polish. Both toluene and formaldehyde free, in providing the nail with natural gel-like shine as well as prolonging the Protect & Fortify (£4.95 the new NAILLUX Treatments can+VAT) not luminosity. This polish can be worn colour of the nail. The protective shield is infused diamonds in order fight peeling and cracking of the nail. only be used within a manicure and with alone using 1-2 coatstoor as asplitting, base under The pioneering blend of ingredients include; zinc, copper, iron, calcium, soy protein, collagen and pedicure routine, but they also provide polish. Glossy Shine (£4.35 +VAT) vitamin A&E - these work together to actively help fortify the nail. Protect & Fortfiy can be used alone a valuable salon retail opportunity for Further exaggerate shine and using multiple coats or as a base coat. beauty professionals. Dual Purpose Treatments: immediately enhance the nail with the Repair and Protect Treatments: Do It All Polish (£4.95 +VAT) Glossy Shine top coat. Both scratch and Conceal & Correct Polish (£4.95 +VAT) Not only does the polish brighten the chip resistant; polish can be worn as Designed to disguise existing nail damage, the diamond infused Conceal & Correct CC Polish this is ideal Boost & Repair (£4.95 +VAT) nail due to its brightening tint, it also 1 coat over polish for for clients with ridges on the surface of the nails, as it is smoothing and evening as well as brightening. outstanding shine. Containing caviar extract and diamond pro- strengthens the nail against The solution contains sphere technology to and assistprotects in providing the nail with natural luminosity. This polish can be wornnew alone using 1-2 coats or as a base polish. vitamin B5, this revolutionary acrylic breakage and under discolouration. Flash Dry Finish (£4.45 +VAT) nourishing nail lacquer improves the This versatile treatment also evens the There is little drying time thanks to the appearance of the nail instantaneously. nail plate by filling surface ridges and Flash Dry Finish treatment; just one coat Due to its milky white colour, it can promotes polish adhesion. Toluene, over polish and it will decrease drying either be worn alone with 1-2 coats or formaldehyde and DBP free, the Do It All time as well as provide an intense glossy as a base coat under polish. DD Polish can be worn alone or under shine. Protect & Fortify (£4.95 +VAT) polish.


Fitness & Beauty Professional Editors Choice 009

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010 Fitness & Beauty Professional

7 Secret Confessions Of A Spray Tan Business Owner! Have you ever thought of becoming a professional spray tanner but don't know where to start? Use the following as a guide to get you off to a quick start. 1.Increase Your Knowledge And Expertise In The Spray Tanning Industry. If you are just a beginner obviously you are going to need to increase your knowledge. Here are just a few questions you will need to know. What is spray tanning? How does the skin change colour? How long does the tan last? What are the Golden Rules to make sure the tan lasts as long as possible? What solution should you use? What type of machine should I purchase? What are the risks associated with tanning and what is the best technique to use. In my eBook I answer all these questions plus many more. 2.Determine What Type Of Spray Tanning Business You Want To Operate. Determine if you will operate as a mobile spray tanner, a home business or a fixed beauty salon. You can also consider operating as a home based business that offers mobile tanning. This ensures you are covering many client's needs and wants. There may be clients that don't drive or have children and can't leave the house. There are some things you need to consider for these types of businesses. 3. Understand The Correct Business Licenses And Business Registrations You Will Need. Your business will require different types of licenses and registrations to run successfully and legally. This may take time to register your business and obtain all the correct licenses. Once it is all set up you won't have to think about it ever again. Take your time and don't rush this process. You don't need a contractor or beauty license to operate a spray tanning business in most countries (please check your countries qualifications). You will need to decide on a business name and register the name with your local Department of Fair Trading. You will need to register an Business Number with the taxation office. 4. Develop A Business Plan To Start Your Road To Success. The most crucial part of any successful business is the planning stage and must not be overlooked. A business plan will be your road map to how you expect to succeed and how you will measure your success. Take time developing a business plan and write it down and refer back to it. This is not a race, it's a real business that you would like to profit from so take your time to plan your business. This is where small business go wrong. They don't take the time to develop a written business plan. The business plan is also very important if you need to borrow money from a bank, it shows the profitability of a business prior to committing to invest, it will address any issues of the business, it includes clear guidelines for the operation of the business, it shows clear direction of the business and how to maintain focus! 5. How To Develop Exceptional Customer Service Skills And Gain Credibility So You Stand Head And Shoulders Above Your Competitors. In spray tanning people are your business. Without people you wouldn't have a business. Customer service is essential to a successful business and should be taken very seriously. When customers are unhappy with your products or service, the person they speak to can make the difference between a happy customer, and an ex-customer. Word of mouth is one of the best forms of advertising as it is free. The spray tanning business relies heavily on word of mouth so developing exceptional customer service skills is paramount to your business!

6. Purchase The Right Equipment. When starting your own spray tanning business it is so important to have the good quality equipment suitable to the type of business you want to operate. It is important to purchase your equipment off a legitimate supplier who offers a warranty or guarantee. Let's investigate the different types of equipment you will need for your spray tanning business: • Spray tan machine: There are a few different types of machines. Some are large which means you cannot easily use them for a mobile business. Other machines are light weight suitable for a mobile operator or home based business. • Automatic Spray Machine: If you want to run a fixed spray tanning salon you will also need to consider whether you would offer automatic spray tanning booths for your clients. • Pop Up Tent: You will definitely need a spray tan tent even if you are tanning from home, going mobile or tanning in a fixed salon. The pop up tent will stop the overspray of solution going everywhere and there will be less solution to clean up. • Color/Solution: The solutions have come along way since the days when tanning would turn your skin orange. The solutions have advanced as there is more information and education about spray tanning. There is much more equipment to consider for example towels, spray tan remover, products to compliment tan, hair nets, g-strings, sticky feet, nose plugs, masks etc. 7. How To Advertise Your Business That Could Literally Make You Hundreds Of Profits. When starting a business, advertising and promoting is crucial to the success of your business. Advertising doesn't have to be expensive with a bit of work and creativity there are a number of ways you can advertise your business. Make sure you remember to budget for advertising and promoting in the business costs. • • • • • • •

Advertise A Grand Opening In The Local Paper With Special Offers To Good To Refuse. Create Your Own Flyers And Business Cards. (You can create free business cards at vistaprint.com). Design Your Own Business Website. Approach Local Modeling Agencies, Acting Schools And Casting Agents. Contact Your Local Photographers. Organise A Spray Tan Party. Advertise At Bridal Expos To Offer Spray Tanning Hens Parties Or Specials For The Bridal Party.

There are hundreds more ways to attract clients through advertising and most of it is FREE advertising you just have to get out there and approach other businesses and people. Find out more ways to advertise in my spray tanning eBook. You don't necessary need to go and pay thousands of dollars to learn how to spray tan at a private college. It doesn't have to cost a lot to get set up and start spray tanning. There are training manuals out there that will teach you everything you need to know and more. Learning how to spray tan has been fun, inexpensive and easy to do. I love my new all over brown glow that I can have anytime I want without having to go to the salon. I can get my tan in the privacy of my own home!


012 Lash Summit Fitness & Beauty Professional

Loreta Jasilionyte

Founder of Flawless Lashes by Loreta Loreta Jasilionyte, founder of Flawless Lashes by Loreta, is quickly rising to the head of the lash industry with her range of impeccable products and coveted courses. Originally a nurse and midwife, Loreta had always yearned to break into the beauty industry. After beginning her lash artist training in Lithuania, Loreta realised that she had even bigger ambitions, and decided to come to London, a thriving mecca for aspiring beauty professionals, to perfect her skills. Now, after years of hard work and dedication, she has become a figurehead in the lash industry, with aspiring technicians from all over the world eager to learn from her unparalleled expertise. Her combination of medical training and beauty schooling make her one of the most respected international lash trainers and judges in the industry, and she has gone on to educate some of the leading trainers in the largest lash companies. Her techniques are second to none. Since founding Flawless Lashes, Loreta has become a pioneer in new techniques, and is invited to travel the world as an international judge for many prestigious competitions. With years of experience and many happy clients, Loreta prides herself in the precision and quality she brings to everything she does. She has built herself a reputation as one of the top Master Lash Stylists, as published in the first Worlds Master Lash Artists Book. Her work is always nothing short of flawless . Despite being an expert in all areas of lashes, understanding

the importance of a rounded education and a keen eye for new trends, Loreta s speciality is Russian Volume Lashes. They offer multiple extensions of a minuscule diameter, applied to just one natural lash, resulting in a natural yet dramatic look that will give a healthier, denser finish than you could ever achieve with individual lash extensions. When it comes to Russian Volume, Loreta is one of the best!

inaugural Global Lash Summit here in London. Taking place on the 7-8th November 2015, the summit will give up and coming lash technicians an advanced education in the practice. Loreta recognises a huge gap for education in the industry. She promises a rounded awareness of the newest lash trends, techniques and the manufacture of lash products, opening eyes to the wider world of lashes. She will also give attendees the chance to compete in a high standard competition, giving them a taste of what the most successful world lash clients would expect.

Not only is she continuously striving to reach perfection in her own work, she also finds great joy in teaching others. After establishing the Flawless Lashes Training Academy, her students have gone on to forge their own prestigious paths within the industry. In her own words lashes are my world, my students are my kids . She is thoroughly committed to her students success as much as her own. Offering courses worldwide, Loreta s classes are in huge demand, and she continues to expand her teaching repertoire, going from strength to strength. Despite her nonstop schedule, Loreta and the Flawless Lashes team have taken on the mantle of www.flawlesslashesproducts.co.uk organising the


To book your place or for more information:


046 Lashes & Brows Fitness & Beauty Professional

HD BROWS MASTER CLASS IS THE ULTIMATE IN BROW TRAINING HD Brows, the UK s number one, marketleading brow treatment for the ultimate in well-groomed, high-definition eyebrows, has a range of advanced educational opportunities for specialists in the treatment to further their skills and earning potential. After completing the initial two-day HD Brows training course, Stylists can progress to the Advanced Classes, beginning with the Refresher Class followed by the Pro Class and culminating with the Master Class.

The Master Class is a one-day intensive course that focuses on advanced hair removal and brow lightening techniques to create trend-led looks, as well as the new Express Treatment training ‒ a shorter version of the signature treatment, ideal for the time-poor client. The Master Class is £495 + VAT and includes a Master Kit worth more than £150, plus a Master Stylist certificate to display in salon or show clients, as well as a listing on the Salon Finder on the HD Brows website, hdbrows.com. Training in leading beauty services such as HD Brows can bring in an additional revenue stream for either freelancers or beauty businesses. Once trained, HD Brows Stylists can charge between £25-£45 per treatment (depending on location and skill level). This means that by offering just five treatments a day, the earning potential is £32,500 per annum, with minimal product outlay. CEO and Founder of HD Brows, Nilam Holmes-Patel, said: The HD Brows Master Class is ideal for the super Stylist who wants to expand their skills and gain fully-rounded knowledge of all that HD Brows has to offer. Being able to give clients a choice of trendled brows or adapt their treatment according to their lifestyle will make all the difference when establishing yourself as a top HD Brows Stylist in your region. HD Brows training courses take place every week of the year in the brand s state of the art training academies in Yorkshire and Milton Keynes and at its approved partner academies in Glasgow, Edinburgh, and Newry, N. Ireland. The Master Class takes place once a month in Yorkshire and Milton Keynes. To attend the Master Class, Stylists must have completed the initial two-day training course and passed the HD Brows Refresher and Pro Classes.


016 Lashes & Brows Fitness & Beauty Professional


020 Section Name Fitness & Beauty Professional

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018 Fitness & Beauty Professional

The Top 10 Festival Hair And Make-Up Tips To See You Through The Summer In Style 1. Get glowing

A healthy, glowing complexion is the number one summer beauty look. It s important not to go overboard with the highlighter and end up looking greasy, which can be tricky at a hot, crowded festival. "Skip cream or liquid highlighters in favour of a powder formula, and don't apply it to larger areas, like the apples of cheeks or bridge of your nose. Use a small brush to dab it on the top of your cheek bones and keep your stroke around one inch. Estée Lauder Pure Color Illuminating Powder Gelée has a super fine pigment and gives a dry sheen to the skin" Says Nick Barose, Celebrity make-up artist

2. Don t forget to condition

It s all well and good saving flat (verging on greasy) hair with a spritz of dry shampoo, but when you ve been using it for a few days, your hair could end up looking a bit frazzled. To lock in lost moisture and help detangle we recommend Percy & Reed s Dry Conditioner, which comes in a handy travel size. If you find your unruly locks are beyond the point of taming, it s usually time to whip out the headpiece. My top tip for festival hair is to invest in a headscarf. Retro is in and it doesn t get more vintage than this - it s the perfect cover up! Tom Hart, GHD Creative Educator.

3. Supermodel secrets

A number one tip of supermodels far and wide for clear, glowing complexions and lots of energy is to drink water religiously. In the words of Queen Delevingne I keep myself going by trying not to drink too much, drinking water and eating healthily . We know alcohol drinking (in moderation) is more or less guaranteed at any given festival, but we re challenging you to have at least one glass of water for every two alcoholic drinks ‒ stay hydrated ladies!

4. Wrap it

It s always the same story. You spend hours perfecting your polish and standing around like a scarecrow until your nails are bone dry, then wave your arms around for five minutes and a festival and hello chip. This isn t the end either, it s only a downwards slope from here. The Grazia beauty solution? Nail wraps, of course.


Fitness & Beauty Professional 019

5. Tint it

6. Bey prepared

7. Spray swap

8. Make-up meltdown

9. Hangover cure

10. Get experimental

A smudged red lip may have looked laid-back chic on the catwalk but let s face it, at a festival it ll end up looking downright grubby. The rise of the tinted balm is our simple solution for festival lips, so we can keep our pouts hydrated from day to night. Whether you opt for a subtle tint like Benefit s new hydrating balms or a more obvious colour like Clinique Chubby Stick s is up to you, just make sure to line your lips before for a fuller effect.

Although we re reluctant to completely ditch the face slap at a festival, we re willing to tone it down. Rather than layer on a heavy foundation, which is guaranteed to result in a full-on meltdown, we re simplifying our products to a tinted primer, concealer and a dash of powder. The Murad Skin Perfecting Primer is a sure winner with its oil balancing and pore minimizing properties and a hint of colour to mask blemishes.

Kim Kimble, none other than Queen Bey s hair stylist, has revealed some tricks of the trade for faking stage-worthy hair. 1. Plan ahead. This may seem simple enough, but many forget the three key handbag essentials ‒ bobby pins, dry shampoo and texturizing wax. These products give leeway for getting stray hair out your face, refreshing the look or embracing your waves. 2. Have a failsafe hairstyle prepared ‒ namely the braid. 3. Never go without hairspray.

If the water glugging isn t giving you the hangover kick you need and you re longing for a midfestival detox, we ve got just the ticket. Sun Chlorella, a favourite of both Miranda Kerr and Victoria Beckham, is a supplement made from freshwater green algae. Each magical tablet will help your exhausted liver clean out all the toxins in your body, ready for your final leg of festival partying.

We love a staple summer fragrance, but the bottles are often heavy a pain to lug around and the scents wear off far too quickly for a day to night festival event - cue Kai perfume oil. This Hawaiian inspired fragrance with a large celebrity following is small but mighty apply to pulse points for an all over floral burst of Gardenia.ima

Festivals are great time to think outside the box a little when it comes to make-up and accessories and create looks to stand out from the crowd. This summer stock up on Face Lace temporary tattoos, Topshop glitter pots and craft gems ‒ also very useful for covering an unwanted blemish!


020 Fitness & Beauty Professional

Turning heads with VTCT

VTCT, the specialist awarding organisation for the beauty sector has teamed up with TLT enterprises to sponsor a new innovation in beauty training aids. The Tilly Head and range of Practical Training Units are versatile and can be used for a variety of treatment services at all levels. The Tilly Head forms as an attachment for a whole range of professional masks. Students can get hands-on with these life-like resources and carry out treatments while developing their skills and confidence without the need for a model. TLT has designed the range of training aids for learners to work on and develop their skills without the need for models.

The units are durable, versatile, and offer a range of movement found in the human form making them an essential addition to learners looking to qualify in the industry. They allow students to carry out and practice a wide variety of treatments such as electrolysis, makeup, nails, skin tag removal, reflexology and semipermanent make-up. The range features a variety of aids from the Tilly Head itself to separate arms and legs and detachable eyes and lips.

For more information about these resources please visit www.tillyhead.com or call +44 20 8462 3675 VTCT is the specialist awarding organisation offering beauty, hairdressing and complementary therapy qualifications. With over fifty years experience, VTCT offers transparent and competitive pricing structures includes electronic registration and certification, on-line assessments and access to an e-portfolio system and personal customer service support, at a single cost


New Year. New start. New Career New Year. New start. New Career

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022 News Fitness & Beauty Professional

ALLILON EDUCATION ANNOUNCES ITS INNOVATIVE EVENT ‒ THE CRAFTS ‒ IS RETURNING FOR A SECOND YEAR RUNNING Building on the fantastic success of The Crafts event in October 2014 ‒ a gathering of like-minded crafts people and artists from the worlds of art and hair ‒ innovative hairdressing training brand, Allilon Education, has announced the details for its 2015 event. Taking place at the world-leading centre for art and design, Central Saint Martins, London, on Sunday 13 September ‒ the same date and venue as the Davines Hair on Stage event ‒ The Crafts 2015 will see a stellar line-up for the second year running, including a vast array of some of the most talented craftspeople from a range of artistic genres, both local to London and beyond.

On the night, leading artists and craftsmen will gather for an evening of art and inspiration, combining hairdressing from the globally renowned Allilon Education team alongside illustration, make-up, millinery, sculpture, street art, graffiti, jewellery design, ice-sculpture, woodwork and fine art, to name but a few. Each artist will be given their own open space at the event, encouraging interaction and giving the audience the opportunity to explore and learn. There is no fee to exhibit at the show, as The Crafts is a unique opportunity for crafts people and artists to not only promote themselves to a new audience but also sell their work directly to attendees, and a strict zero commission policy from the brand ensures all exhibitors keep 100% of their sales at the event. HairClubLive, a community of excited, passionate hairstylists seizing the scissors of opportunity, will also be showcasing at The Crafts, bringing its OpenChair concept to the event. The night will offer hairdressers of all ages and stages a fast-paced 10 minutes in the chair to show visitors just what they can do. Guests will also witness jamming ‒ pairs of hairdressers swapping models halfway through to express their versatility and craftsmanship.

DAVINES ANNOUNCES DETAILS OF ITS INTERNATIONALLY ACCLAIMED 2016 WORLD WIDE HAIR TOUR IN LOS ANGELES

Los Angeles ‒ the creative capital of the world ‒ will play host to the annual Demant from Denmark, the globally Davines World Wide Hair Tour (WWHT) from 17 ‒ 19 January 2016. renowned Allilon Education team and Davines Artistic Director and three-time The internationally renowned event has made its mark in an array of British Hairdresser of the Year, Angelo influential fashion cities, including Berlin, Paris, London and Miami, with a Seminara. whole host of hairdressers set to head to Hollywood for the glittering 2016 gathering. The event will also play host to the World Style Contest Grand Final, where young Taking place at the iconic Orpheum Theatre, the Davines WWHT promises emerging international hairdressing a mix of creativity, education and innovation for the most inventive talent will have the chance to compete professionals and hair aficionados in the business, with more than 1,600 for international recognition in a bid to hairdressers from over 40 countries heading to the City of Angels to take home the trophy. establish relationships, forge friendships and offer new creative inspiration at an international level. Davines Artistic Director, Angelo

Seminara, said: We are delighted to be bringing the Davines World Wide Hair Tour to Los Angeles, a place with an array of iconic landmarks and a hive of creativity, culture and cutting-edge style. This event promises to be the best yet, The three-day event will commence with a glittering welcome dinner at the with world-renowned experts, fresh new Loews Hollywood Hotel Ballroom with a red carpet themed party; a perfect faces and the top talent in the business, opportunity for attendees to shine like a star and exude their own unique all under one roof. style. This glamorous evening will offer guests the chance to network, as well as an opportunity to explore the magic of Los Angeles. For tickets to the event or for further information contact Davines Head Office Monday and Tuesday will showcase spellbinding shows from some of the on 020 3301 5449. top names in international hairdressing, including Brian Suhr and Kirsten The much anticipated event is dedicated to all things beauty and provides an opportunity for hairdressers from across the globe to unite for three days of inspiration and innovation, and to celebrate the fantastic talent of the industry through live events and contests.


Kayleigh Fowler

Fitness & Beauty Professional 023

Kayleigh is an Advanced Sports, Thai and aromatherapy masseuse, well established make up artist, beautician and social buttery. From a young age Kayleigh has always been passionate about art and has combined this passion with her love for the wellness and spiritual side to beauty. Kayleigh trained as a beauty therapist in Canterbury, Kent, as well as additional masseuse training in London, Harrow and Make Up Artist academy London, Ealing. Then after developing a love for travel and art and Beauty, her career has enabled her to be internationally trained, and given have great experience as a masseuse, working with top therapists in not only luxury land based spas but luxury super yachts, Cruise ships and local salons, and mobile therapy. Her main aim is to empower people and share her positive energy and passion with her clients in there treatments and advise them on skincare, colour match and relaxation methods. Kayleigh wants to give insight on everything from tanning to nail care to recommending spa days, meditation methods, and muscle tension. In the Future Kayleigh will train to teach Local, young and aspiring beauticians to become the therapists of today.


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Kayleigh s Summer Saviour

This month I would like to share with you my absolute summer saviour product I am love with Elemis, Skin Bliss Recovery capsules they are the most amazing skin care detox for you to add into yours and your clients skincare routine this summer, perfect & popular for a 30 day course of rose & lavender capsules to detox before your wedding, or just a general skin detox for radiance & to dramatically increase the skins elasticity & youthfulness, Elemis's skin bliss recovery capsules rid your skin of old cells, broken capillaries and breakouts.

Use your luxurious oil textured capsules underneath your moisturiser, rose capsule in the morning and your calming lavender capsule in the evening! My biggest tip for you this summer is remember your SPF's in your moisturisers, to avoid sun damage, sun burn, premature ageing and more serious conditions, My personal

favourites are Clarins & Dermologica Sun protection, In fact, I own the whole clarins range! Protecting your skin from the sun is so important, especially if you are a travelling beauty therapist/makeup artist or working as a masseuse aboard the higher the protection the better. Evolve salon and wellness spa Broadstairs Kent. Kayleigh will be oering 20% o of any Elemis Facial or Luxury body treatment booked this month of July at her local Broadstairs Salon, with a complementary skin analysis and prescription form for whats best for your skin. You can add Evolve salon and wellness spa on Facebook https://www.facebook.com/pages/Evolve-Salon-andWellness-Spa/161800761948 or call: 01843 600604 for appointments.

Photo credits: Matthew Szwedowski


026 Fitness & Beauty Professional

Your SMS Campaign Our mobile phones are never far from our heads, or even our hearts, making this marketing channel a very personal one. For this reason it s essential to treat anyone who opts-in to your SMS list as a very loyal customer indeed. Whether you are building your database of phone numbers from scratch or growing your opt-in list, a great marketing campaign is the common denominator for success. An SMS campaign shouldn t stand alone, incorporate it into your overall marketing strategy to ensure goals are met and messages are consistent. To get the most out of your SMS marketing activity, we ve put together some top tips on how to build a good marketing campaign. Determine your goals Before you do anything else, decide what you want your campaign to achieve. Build your opt-in list? Increase your average order value? Direct eyeballs to your webpage? Tell them about a must-attend event happening on Friday? Once your goal is agreed, make sure your campaign is integrated with other marketing activity happening at the same time. Do your research Find out what makes your potential target audience(s) tick. What are their likes and dislikes? Clear call to action Make your call to action simple and clear. A valuable incentive Plan your offer well to ensure you have something tempting to dangle in front of customers by way of incentive. It has to be something that will tempt them to part with their phone number or take up your offer. Personalise We all like to feel special. If a marketing piece is at least topped and tailed with your name and is of relevance, the response rate is instantly improved.

Attention to detail pays off so make sure your database is well maintained and you spell names correctly! Timing of texts Due to the immediate nature of SMS marketing, timing is everything. If you want to draw attention to a special promotion happening at your shop on Thursday evening, sending out your SMS message on Monday morning will have little effect and a hundred new texts will have eclipsed it by the time your event is actually happening. Frequency of messaging The first rule is don t bombard people. The opt-in option is a delicate balance and people will very quickly opt right out again if they feel their phone or privacy is being invaded. But once you have your audience engaged, do keep gently reminding them you are there, by offering regular targeted, personalised, good-value offers. Play by the rules Don t forget that permission is required to send out SMS marketing messages. Text recipients must have knowingly opted in to receive your communications. Your messages must also comply with ICO legislation. Identify yourself as the sender in each message. Include a STOP option for every SMS you send. Measurement Measuring effectiveness is an essential element of an SMS campaign, as it is for any marketing or promotion you carry out. There is no one-size-fits all approach, what you measure depends on what your initial aims were. Monitoring your list growth rate each week (or as appropriate) is a basic indicator . GlobalMessaging have a great team on hand to help you start with SMS Marketing Get in touch on Tel: 01733 370439 Email: email@globalmessaging Twitter: @globalmessagin SMS Global to 88882


028 Anti Aging Fitness & Beauty Professional

Anti-ageing facial acupuncture: we review

I m lying on a couch with needles in my face. If I open my eyes slightly I can see whisker-like needles protruding around my mouth, raise them a bit and I can just catch a glimpse of the tops of the needles quivering in my forehead. A man is running a hot roller over my chin and murmuring beautiful, beautiful . This is not my average Friday afternoon.

But it is in the name of beauty I am lying here. Ten years ago, acupuncturists Lisa Milnes and Kevin Durjun combined their knowledge of the principles of acupuncture, massage and biomedical sciences to come up with a novel anti-ageing treatment called Make Me Beautiful facial acupuncture. Now, with a clinic in London s prestigious Harley St, they are bringing the possibility of smooth skin to more faces than ever. Not to mention radiance and plumpness! So how does it work? This novel facial treatment works by stimulating key acupuncture points on the face to bring energy to the surface of the skin and stimulate circulation. This should increase collagen production, strengthen skin fibres, plump facial muscles and reduce puffiness. Treating the lines on my forehead involves putting needles directly into them. This encourages the lines to relax, explains Kevin ‒ in much the same way that Paul Daniels putting a needle through a piece of sticky tape on a balloon, encouraged the balloon to deflate slowly. While I m momentarily worried about a deflating forehead, I realise it s not going to slither off my face as he slowly inserts a selection of needles. Instead, the muscles which hold the skin taut and hold up the lines, should relax gradually, helping the skin to soften. What does it feel like? Some of the needles are a bit painful going in, but Kevin quickly regulates any that are causing a tingling sensation and it all settles down quickly. I ve also asked to have some needles in the deep lines either side of my mouth ‒ this is a sensitive area so I take a deep breath as they go in, but once all are in place I can hardly feel them. I feel surprisingly relaxed - though rather cat-like with my needle whiskers. Then Kevin uses a small roller, heated from within by a burning stick ‒ I know, sounds painful, but the temperature is warm rather than hot and can be regulated if needed ‒ to massage my face, rolling it firmly around my facial contours. After the heat treatment he gives me a facial massage and again, all of the contours and lines on my face are given a very firm work-out, using a fragrant aromatherapy oil. I even have my eyebrows massaged! Did you know that the eyebrows hold a lot of the body s tension? Well ‒ you do now. To finish, I have a few needles inserted into acupuncture points on my hands ‒ to feel a deeper connection to my body, explains Kevin ‒ then all facial needles are removed and I m handed a mirror. My face is very rosy (says Kevin) ‒ red to my eyes ‒ but it certainly looks plumped up, softer and the lines between my eyebrows have definitely disappeared. Is it my imagination or do the deep lines in my face appear to have receded a bit? Beautiful, says Kevin as we both observe the results. I nod with quiet satisfaction. What results can I expect? Treatment is recommended once a week for the first four weeks to really see a difference in lessening the lines, then afterwards at fortnightly, then monthly intervals. You should notice fine lines diminishing and a brighter, more radiant complexion after just one treatment; after two or three more sessions, eyelids should start to firm, jawlines will tighten and furrowed brows will start to relax and smooth. How much does it cost? Make Me Beautiful facial acupuncture costs £99 for 45 minutes; packages costing £200 for four sessions are available for ongoing treatments. For more information visit www.harleyacupuncture.com. Harley Acupuncture clinic is located at 1-7 Harley St, London W1G 9QD


030 Fitness & Beauty Professional

Beer shampoo, anyone? Carlsberg launches beauty range Carlsberg is now selling male grooming products made from their beer

Would you swap your favourite shampoo for beer? That's what Carlsberg are hoping with their new line of beer-infused male grooming products. Carlsberg Beer Beauty includes shampoo, conditioner and body lotion, containing 0.5 litres of freeze-dried beer in each 250ml bottle. International media director of Carlsberg, Jim Daniell, told Adweek that although the line is a "humourous take on male grooming", it also has scientific value: "Studies have shown beer's benefits for skin and hair, so this made sense." Does Special Brew deserve its bad reputation? He added that the line will give men "a beauty line they can relate to". Carlsberg are not the first company to experiment with mixing their product with grooming products. Earlier this year Burger King released a burger-scented perfume and Lidl recently teamed up with a top perfumier to create Eau de Grill , a fragrance designed to make you smell like a barbecue. If you re tempted, the products are available for sale on the Carlsberg website for £44.


C L E V E R LY C R E A T E D TO MAKE WORK EASIER, MORE EFFICIENT AND MORE STYLISH

Grahame Gardner Ltd.

sales@grahamegardner.co.uk

+44 (0)116 255 6326

www.grahamegardner.co.uk


‘Best Tanning Supplier’ As voted in the 2014 Guilds Awards of Excellence

Fitness & Beauty Professional - July 2015  
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