FIBO Focus | September 16, 2019

FIBO USA • OCTOBER 17-19, 2019 • MIAMI BEACH

BUILD THAT BUSINESS BOOTY BUILDER FOCUSES ON THE GLUTES ... AND ON BRINGING CLIENTS INTO CLUBS SEPTEMBER 16, 2019 VOL. 1 NO. 8 WWW.FIBOUSA.COM

A REED EXHIBITIONS EVENT

FIBO FOCUS • September 16, 2019

FIBO USA EXHIBITOR FOCUS: BOOTY BUILDER

SHAKE IT

THE BOOTY BUILDER HAS ONE SIMPLE GOAL — TO HELP BUILD THE PERFECT SET OF GLUTES.

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here is absolutely no debating that a big, strong booty is all the rage in fitness, health and fashion these days, but the challenge for individuals striving for one has always been how to achieve the exact desired look.

The answer, of course, is the Booty Builder.

And, as the name suggests, it’s all about building a better booty.

The Booty Builder concept originated in Norway with the inventor of the Booty Builder, Haakon Larsen, who developed the machine as an easier way to do the hip thrust exercise for himself as well as strong man competitors — among them, champion Savickas Zydrunas.

The difference is in the patented design that assures the most effective way to do the all-important hip thrust exercise, explains president Darren Piggins, who partnered with Larsen in 2016 to expand into the U.S. market out of the company’s offices in Venice, FL. The technical explanation is that the raised foot platform of the Booty Builder machine puts the individual in the ultimate position to target the glutes — without going through the quads.

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FIBO FOCUS • September 16, 2019

The raised foot platform puts the user in the ultimate position to target the glutes without going through the quads.

On the back of the success of the original selectorized version of the Booty Builder the company recently launched the new Booty Builder Platinum plate loaded machine. “It’s been a massive hit,” says Piggins.

The Booty Builder Explained At its most basic, the Booty Builder is an innovative machine that makes the popular hip-thrusting exercise safer, faster and better. There are three main points of differentiation that have led to its global success in just a few years.

1. Compact Design. Its compact 3

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size eliminates the need for gym members to occupy benches, barbells, plates and floor space. The length of the Booty Builder machine is shorter than an Olympic barbell and the width is shorter than a standard training bench. This design makes it possible to place it close to a side wall, or into a tight corner space.

2. Better Workout. Members are doing an optimal range of motion and movement for targeting the gluteus maximus when exercising on the Booty Builder. “The machine is based on the hip thrust, shown in

research to provide extreme glute activation, as well as superior activation of the hamstrings and core muscles,” Piggins explains. “The problem with the hip thrust is the hassle of setting up with free weights and benches, losing balance and/or flipping over the bench or barbell.”

The Booty Builder circumvents all of these issues, as it is constructed on a highly stable platform that is easy and safe to use. It can be performed comfortably by just about everyone and its wire (cable) adjustment and bench can be adjusted for individual biomechanics.

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FIBO FOCUS • September 16, 2019

The compact size of the Booty Builder machine allows clubs to maximize space while providing a targeted workout.

3. Faster Workouts. It takes less time training on the Booty Builder than setting up for a barbell hip thrust. As a result, more gym members can train in less time.

“Others have tried to copy our patented machine, but since they cannot do the raised feet platform they have the feet down low, which makes the quads come into play and makes it feel more like a leg press,” Piggins adds.

Spreading the Word The reputation of the Booty Builder has spread organically, Piggins says, with social media a major factor, primarily Instagram and LinkedIn. “We find that the consumer is the

biggest advocate by asking their gyms to get the Booty Builder,” he explains. “The gyms that have the Booty Builder have made their members very happy and many gym owners have said that the Booty Builder is the number one machine they have for selling memberships.”

One of them is Ed Bogacki, owner of the Gold’s Gym in Tampa and Largo, FL, who tells FIBO Focus that the Booty Builder has been the best piece of equipment he has invested in over the last 10 years. “All of my members just love it,” he says, “and the Booty Builder has attracted new members to my gyms as well.”

There are also some significant health benefits, Piggins explains, in

addition to that strong booty. Since the glutes are the biggest muscle in the body and they anchor the posture, a strong set of glutes will keep this posture correct, keep knees aligned and the back strong.

Doing the hip thrust exercise is also great to keep the hip flexors flexible, which often becomes a problem as individuals age. “Booty Builder has a wide range of users, from ladies wanting strong sexy glutes to body builders to medical facilities and professional sports teams realizing the importance of glute activation for physical function, strength and performance,” he says.

Not to mention that big, strong booty! n

There’s a Booty App For That The Booty Builder app shows many different exercises that can be done on the Booty Builder and the correct way to do them. There are also over 100 videos showing exercises using the Booty Builder bands.

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FIBO FOCUS • September 16, 2019

HYROX IN ACTION

THE BOOTY BUILDER LINEUP BOOTY BUILDER PLATINUM

Booty Builder Platinum is the company’s new and innovative plate loaded machine, designed to make hip-thrusting safe, easy and fun, on a minimal footprint. Booty Builder Platinum provides the ultimate glute workout with its patented raised feet design, allowing for a deeper range of movement and constant resistance for better results. The cushioned seatbelt design adds extra comfort so users can load up with a heavy weight. Add the Booty Builder bands for extra resistance and explosive movement required for sports performance. The linear bearing seat rollers make Platinum easy to adjust to suit all sizes.

BOOTY BUILDER 7.0 The Booty Builder has a compact design that eliminates the need for gym members to occupy benches, barbells, plates and floor space.

The length of the Booty Builder machine is shorter than an Olympic barbell and the width is shorter than a standard training bench. The cushioned seatbelt makes it more comfortable and quicker to set up.

The design makes it possible to place it close to a side wall or into a tight corner space.

BOOTY BUILDER BANDS Booty Builder has one simple goal — to help build the perfect set of glutes. Using the Booty Builder Bands, even the strongest people will get a good workout. Booty Builder Bands are designed for training at home, on vacation or at the gym.

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OCTOBER 16-17, 2019 MIAMI BEACH CONVENTION CENTER Following on the success of the European Health + Fitness Forum in Cologne, the 2019 American Health + Fitness Forum will assemble an inspirational faculty of global leaders who are pioneering marketing, sales, and operational strategies that genuinely engage customers across the ever-evolving connected world. Join us to network with and learn actionable tactics from the individuals who are raising the bar across the globe.

WE DARE YOU TO COME AND LEAVE UNINSPIRED. WEDNESDAY, OCTOBER 16 TIME

TITLE

SPEAKER

9:35 AM – 9:45 AM

OPENING WITH WIFA

LINDSEY RAINWATER, EMMA BARRY | WOMEN IN FITNESS ASSOCIATION (WIFA)

9:45 AM – 10:30 AM

LANDSCAPE OF THE GLOBAL FITNESS SECTOR

HERMAN RUTGERS | INTERNATIONAL FITNESS INDUSTRY EXPERT JON CANARICK | MANAGING DIRECTOR, NORTHCASTLE PARTNERS

10:30 AM – 11:10 AM

PUTTING MOOD ABOVE MUSCLE

TODD MAGAZINE | CEO, BLINK FITNESS

11:10 AM – 11:50 AM

A SUCCESS STORY AND LESSONS LEARNED FROM LATIN AMERICA

DIOGO CORONA | CHIEF OPERATING OFFICER, SMART FIT

12:05 PM – 12:40 PM

INCREASE REACH AND REVENUE WITH HEALTH + WELL-BEING ENGAGEMENT

YVAN MIKLIN | PRESIDENT + CEO, AQUILA

12:40 PM – 1:15 PM

MOTIVATING MEMBERS TO GET MORE OUT OF LIFE THROUGH FITNESS

DAVID LONG | CO-FOUNDER + CEO, ORANGETHEORY FITNESS

2:00 PM – 2:40 PM

MARKETING + SALES IN FITNESS 3.0

MARIANNE ORDERUD | MARKETING DIRECTOR, SATS SCANDANAVIA

2:40 PM – 3:10 PM

TRAINMORE; A UNIQUE CONCEPT FROM EUROPE

MARJOLINE MEIJER | FOUNDER, TRAINMORE

3:30 PM – 4:10 PM

HOW DIGITAL CAN HELP TO ENHANCE THE CUSTOMER JOURNEY

KELLY CARD | BOARDMEMBER, FITNESS INDUSTRY TECHNOLOGY COUNCIL (FIT-C)

4:10 PM - 4:50 PM

MARKETING + SALES FOR PERSONAL TRAINING

TIM KEIGHTLEY | ADVISOR, SPEAKER, GLOBAL HEALTH + FITNESS ADVOCATE

5:05 PM - 5:35 PM

FROM DREAM TO BRAND TO LEGACY

ALBERTO “BETO” PÉREZ | CREATOR, ZUMBA ®

THURSDAY, OCTOBER 17 TIME

TITLE

SPEAKER

9:15 AM - 10:15 AM

ON THE FUTURE OF OUR INDUSTRY

PHILLIP MILLS | FOUNDER + MANAGING DIRECTOR, LES MILLS

REGISTER TODAY AT FIBOUSA.COM

FIBO FOCUS • September 16, 2019

One-on-One with ...

LUIS BRACAMONTE

F

itness has always been a part of Luis Bracamonte’s life.

He began competing internationally in swimming at age six and by age eight, he was a multiple national champion in Peru. In 1997, Bracamonte received an athletic

scholarship at the University of Illinois-Chicago, where he graduated with a degree in Kinesiology. In his first decade of swim coaching and personal training he worked in commercial fitness, personal training studios, luxury hotels and with Major League Soccer. He moved to Florida in 2010 and has been at the Ocean Reef Club since, where his responsibilities include leading a team of 30 fitness specialists and coordinators, managing the budget and marketing plan, building operations, implementing a schedule of more than 80 weekly classes and 30-plus monthly special events and maintaining a personal training book of more than 30 clients. His professional associations include the Club Managers Association of America and the Club Spa and Fitness Association, where he currently is vice-chairman.

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That’s quite an impressive resume at an impressive club.

What specifically are you focusing on at Ocean Reef Club in 2019?

We like to keep our eyes and ears open to anything and everything that can add value to our programs and services. Our members are Baby Boomers and even older, so we look at trends and equipment to satisfy their demands first.

How about your younger clientele?

Yes, we also have a growing Gen X and younger population, who are the future of our club. Therefore, we need to balance our additions and upgrades to include their needs as well. We like our facility to be able to provide a complete fitness experience. This leads us to look at every aspect of training and recovery. We see ourselves as a wellness or lifestyle center more than a gym.

Can you explain what Ocean Reef Club is all about?

Ocean Reef Club is one of the www.fibousa.com

FIBO FOCUS • September 16, 2019

financial growth is currently 35 percent over last year and the fitness department sits at the top of the club’s member satisfaction surveys, with an average of 97 percent over the last five years.

You mentioned that wellness is becoming an important part of the club and you even have Wellness in your job title. Can you explain that concept, how it came about and how you promote it there?

Fitness is no longer a big enough concept to describe all that our industry is now able to offer. We typically associate the word fitness with physical training. Wellness is the bigger umbrella, which looks at every aspect of a person’s life with the goal to improve it.

largest private club communities in the world. In addition to our Fitness Center and Pool, amenities include a 165-room inn, two seaside pools, a beach and recreation area, marina, airport, two golf courses, tennis center, art league, cultural center, medical center and 13 restaurants and lounges. There are 1500 Equity members (property owners) and more than 2300 Social members.

Where does the fitness program fits into the overall lifestyle there?

The role of fitness in the club is the same as it should be in any city, town or community, which is 9

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to provide a center for physical and mental training, emotional strengthening, social interaction, personal leisure and the creation of memorable experiences. We aim to offer a large variety of methods and styles; therefore, we hire trainers and instructors with a wide array of skills and experience. Our fitness specialists are encouraged to create classes and workshops and give lectures as part of our group and events programs.

How successful is the club?

Because of our operation philosophy, every year we engage more members in our programs. Our

What does it include?

Wellness includes meditation, relaxation, mindfulness, social interaction, recreation and leisure, habit formation, work-life balance and emotional control, along with the ability to reframe experiences, introspection and more. We promote our wellness classes and events via newspaper articles, posters, flyers, the club’s website and app, email blasts, newsletters and good old word of mouth.

What specific programs have you initiated there to advance wellness and health?

We teach holotropic breathing classes, different forms of meditation, including the 8-Week Mindfulness Based Stress Reduction program, and nutrition courses led by a registered dietitian. We also host lectures by biomechanics and injury prevention experts, anti-aging medical practitioners as well as energy medicine, yoga therapy and chakra alignment workshops. We look to both east and west modalities for a complete holistic line-up of offerings. www.fibousa.com

FIBO FOCUS • September 16, 2019

The staff at Ocean Reef Club includes experts in wellness and fitness to provide a complete experience to members.

Is there a medical element to this as well?

Yes, certainly there is. We also have a chiropractor/acupuncturist available twice a week at our fitness center. And since the club has its own medical center and physical therapy centers, we work with doctors and therapists to provide properly aligned services to our members.

How can our readers – health clubs and trainers among them – benefit from this wellness trend?

We must keep our minds open and learn a plurality of new ideas and concepts every day. The wellness universe is expanding rapidly and this means more opportunities to 10

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improve people’s lives. Since not everything works all the time for everyone, the fitness professional must educate himself/herself to be able to filter this information.

We should know what is within our scope of practice and form a strong referral network.

How does that work at your club these days?

At Ocean Reef Club, the fitness team works closely with doctors, physical therapists, golf pros, tennis pros, nutritionists, chiropractors, event and recreation specialists and our food and beverage department to provide each member with the best possible experience. The strength of our

network multiplies the quality of our practice.

Changing gears a bit, how would you characterize the state of the fitness business in the United States? What are its strengths and weaknesses in 2019?

The fitness industry in the United States leads the world. Among its strengths are the variety and diversity of business and offerings of every kind and level. From low-cost to luxury offerings, Americans are more engaged in fitness than ever before and more than any other nation. I am very optimistic about the present and the future of fitness and wellness in this country and the rest of the world. As we www.fibousa.com

FIBO FOCUS • September 16, 2019

continue to grow in influence the fitness and wellness professional should see himself/herself as a leader and role model of physical, mental, emotional and social wellness. Atomistic success should not come at the expense of holistic personal growth.

What one piece of advice would you give to the typical club owner or trainer on how to be better – and make more money – in the fitness business?

Develop your capacity for empathy and sharpen your observation and listening skills. The fitness professional should be a role model of

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physical, mental, emotional and social wellness. Aim to be as good as or better than the person who you admire most.

Finally, in what direction do you see the fitness business in the U.S. headed in 2020?

I see an increase at all levels.

Boutiques are booming, gyms are expanding into hospitality and community developments, low- and medium-cost franchises are growing and in the private club world, wellness has been the largest growing sector for years.

Opportunities are everywhere.

Thanks to technology and social

What role do you see FIBO USA playing in the U.S. business?

Events of this magnitude bring the industry together. From owners and investors to operators, fitness professionals to fitness enthusiasts and from vendors to buyers and consumers. In addition, for anyone looking to be inspired by what this industry has to offer, FIBO USA is all encompassing event and has something for everyone.

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media we can connect with anyone everywhere, but most of these connections are shallow.

Where are the growth opportunities and how do we take advantage of them?

The opportunity that I am most excited about is the ability to create deeper connections that are more meaningful. We should use technology to engage, measure and reach, but not to replace what is essential to all of us — deep human connections. Fitness leaders should look at their businesses as centers of individual and social human development and connection. n

What do you have planned for FIBO USA? I plan to attend the education events and look forward to networking.

I am also looking to see what products and programs I could incorporate at Ocean Reef Club this year. Ultimately, I am encouraging every member of my staff to attend at least one day of the event.. n

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FIBO FOCUS • September 16, 2019

THE BOUTIQUE EXPERIENCE How to offer a boutique studio experience in your fitness center

By Yvan Miklin

President and CEO at Aquila/On-Site Health & Fitness Management

THE BOUTIQUE FITNESS STUDIO movement has staying power within the industry, but the high per-class fees that make them such a lucrative endeavor aren’t likely to exhibit that same longevity. Expect many boutique centers to pop up and just as quickly fizzle in the coming months as traditional fitness centers provide programs and equipment that take the boutique approach in a more convenient and affordable package. Just three changes can help you retain those multimembership fitness fanatics.

Shorter classes If a busy member comes into your facility to work out, they may not have a full hour to spend in a class. Offer half-hour versions of your most popular group

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exercise classes, but at a higher intensity.

Shared pain is often part of the experience members love and it’s why HIIT and boot camp training continue to dominate the top 10 fitness trends.

Unique equipment Another trend that isn’t going anywhere is the use of wearable technology. Pair that with great wi-fi and app-connected cardio equipment and you’ll appeal to the members who might otherwise choose a boutique like OrangeTheory.

Take it a step further and offer Crossfitstyle equipment such as plyo boxes, or unique and high-intensity equipment such as the Versaclimber.

Recovery options Boutique studios cater to dedicated fitness enthusiasts who work out threeto-five times weekly. These hard-hitting members know the value of purposeful

recovery sessions, so promote guided stretching, foam rolling and yoga classes and massage for those rest days.

If your members can get a boutique experience at your gym without paying for multiple memberships, they’ll perceive a greater value for the fees you charge. If you’re not in a place to change your current offerings, promote those that appeal most to the boutique crowd.

Those fly-by-night studios can’t compete with a full-service fitness center that does everything they can do, and more. n

Yvan Miklin can be reached at yvan.miklin@aquilaltd.com

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