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ISSUE 20 // November 2017

EXPERIENnCwEent How one woma g from couch to runnin marathons



Samien Fitness

introduce us to y their new facilit

4 W ay s

to Increase Your Gym’s Revenue


Litigation What is it & What do YOU need to know?


Are you read for the makeover?


Yvette Geary on Glutes NOVEMBER 2017



HD Athletic Perimeter

www.lifefitness.co.uk/hammer-strength Š 2017 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness and Hammer Strength are registered trademarks of Brunswick Corporation.

Welcome... ...to the November 2017 issue of Gym Owner Monthly magazine. First of all, massive congratulations to the fabulous Yvette Geary, who took 1st place at the Miami Pro, a well deserved win! Yvette is also on our cover this month, and on pages 48 and 49 she shares her experiences with Glute Growth.

This month, you can also read all about the changes that are happening in the world of Data Protection on pages 40 - 42, learn more on Litigation in our Ask the Experts feature on pages 64 – 65, as well as a host of other features and news that are sure to interest you.

Enjoy the issue!

Nicky & The GOM Team




Nicky Sefke

Sonja Sefke

Paul Wood

ns@gymownermonthly.co.uk Tel: 07850 448 717

ss@gymownermonthly.co.uk Tel: 07841 800 038

pw@gymownermonthly.co.uk Tel: 07858 487 357

 www.gymownermonthly.co.uk  @GymOwnerMonthly  gymownermonthly

 @GymOwnerMonthly  gym-owner-monthly-magazine

Keep up to date

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COVER MODEL: Yvette Geary

© Gym Owner Monthly Magazine 2017 Gym Owner Monthly is published by PW Media. Gym Owner Monthly is protected by copyright and nothing may be produced wholly or in part without prior permission. The acceptance of advertising does not indicate editorial endorsement. The opinions expressed in editorial material do not necessarily represent the views of Gym Owner Monthly. Unless specifically stated, good or services mentioned in editorial or advertisements are not formally endorsed by Gym Owner Monthly, which does not guarantee or endorse or accept any liability for any goods and/or services featured in this publication. We cannot accept responsibility for any mistakes or misprints. Unsolicited material cannot be returned. The views expressed are not necessarily those of the publisher. Please note that we reserve the right to use all supplied photographs/images elsewhere in the publication or on our social media channels.



Contents TRENDS




17 22





07 67


If it Became Work, I Would Fall Out of Love Roxy Lopez meets Brazilian Jujitsu Practitioner Tafao Faumunia


Non-Runner to Seven Marathons in a Year How Laura Jones found her love of running

News The latest news and hot topics in the industry. Appointments A round-up of industry movers and shakers.





Owner of the Month Samien Training introduce us to their new facility


At The Forefront of Innovation We talk to Daniel Herman, CEO of BioSynergy


PT of The Month Sam Duckworth from Samien Training tells us about his journey into the industry


Winning is Everything We talk to Dr. Vern Neville, Founding and Managing Partner at ESP Fitness




4 Ways to Increase Your Gym’s Revenue Right Now Mike Arce discusses how to make your gym more profitable


Data Protection is Getting a Makeover. Are You Ready? Chris Phillips on the upcoming changes in Data Protection Regulations




44 61


57 33

46 50

Work Out Your Brain Daniel Nyiri on how to improve your business by improving yourself



Why Leasing Your Equipment Can Give Your Gym Even More Muscle Is leasing right for you?

Fit Kit This month’s round-up of kit, products and extras you can stock for your members – boost loyalty, retention and your revenue.



E2 UK’s first on demand Fitness App



Glute Growth Yvette Geary discusses exercises to fire up the glutes





Group-X Audio The rise of studio-based fitness has made Group-X Audio a hot topic again


Easy Nutrition Chris Zaremba, our Fitness Over 50 Expert discusses nutrition



Do You Know Your HIIT From Your VIIT? Paul Swainson outlines the differences between HIIT and VIIT




NEW INNOVATION MORE PERSPIRATION Offer a better HIIT program for your members with the machines they love to hate!

COREHEALTHANDFITNESS.COM For more information please call: 01494 688260 or email: UKsales@corehandf.com

©2017 Core Health & Fitness LLC. All rights reserved. StairMaster, and the StairMaster logo are registered trademarks of Core Health & Fitness, LLC. #17-00253




What’s hot in the fitness industry

What do Fitness Professionals Really Think of Fitness Trackers and Wearables? Wearable devices generated roughly £7 billion in worldwide sales in 2015 alone and it was estimated that 125.5 million devices will be shipped this year. These figures seem only set to rise as it’s estimated that 245 million devices could be sold in 2019. It's clear that fitness trackers (from the likes of Fitbit and Jawbone etc) and wearables in general (such as the Apple Watch and Android Wear) have hit the mainstream and growth in the market only shows signs of increasing. The rise of wearables, particularly for fitness use, has occurred despite regular academic studies and media stories questioning their accuracy to measure things like steps and heart rate, and their ability to help wearers achieve their health and fitness goals. Similarly, it's still a popular line of thinking that fitness trackers and other wearables will somehow render personal trainers obsolete. The technology underpinning wearables continues to advance at a rapid pace, and devices become more and more able to give a greater range of feedback to the user/wearer. Despite this, personal trainers and fitness professionals don't actually seem to be at any short term risk. With over 13,000 personal trainers alone registered in the UK, leading fitness qualification provider HFE explored what PTs and other exercise professionals really think of wearables. They have surveyed 300 fitness professionals in the UK and published the results alongside an in-depth article looking at the history of fitness wearables, from

their origins in the 1700s to the present day and beyond. The results were surprising, to say the least. Of those surveyed 91% said they currently, or would recommend the use of wearables to friends, families, clients and class participants. Of those who said no, concerns over accuracy was one of the main reasons cited, which falls in line with concerns voiced by the media. Despite generating nearly a billion pounds in sales in 2015 and shipping 10.7 million units in 2016, only 9% of those who would recommend wearables preferred the Apple Watch. By far the most popular brand was Fitbit with 52%. Other results from the survey shed light on where improvements could be made to the feature set of wearables. The most requested features were: improved waterproofing for swimming, heart rate tracking (on par with chest straps), and automated tracking of activities such as boxing and Les Mills programmes. There were also calls for new features down the line such as the ability to




track blood sugar levels, something that could potentially be lifesaving, and a greater ease of use for those with disabilities or impairments. Key survey points:  300 fitness professionals surveyed  91% would encourage clients, friends and family to use wearables  Price, lack of accuracy and using alternate devices were the most common reasons why wearables were not recommended  The most popular wearables brand was Fitbit with 52%  Better waterproofing, improved battery life and increased accuracy were some of the most requested features for improvement  Those surveyed would also like to see blood sugar level readings, blood pressure readings and great ease of use for those with disabilities included in future iterations of wearables The full article can be read on the HFE blog. About HFE HFE is a leading provider of personal trainer courses and fitness qualifications including yoga, Pilates and exercise to music.

GP Visit Meets Physical Activity Stuart Stokes, Commercial Director for ReferAll, comments on the Healthy New Town Programme. I was interested to read about the NHS plans to open health campuses and hubs on the same sites as hospitals and doctor’s practices. The campuses, part of the Healthy New Towns Programme, would see GP surgeries sit alongside fitness studios and, it is hoped, encourage those going for an appointment to tie their visit in with physical activity. Leisure-net’s latest Health and Fitness Omnibus Survey (HAFOS) shows time pressures remain the top barrier to activity, so by co-locating these services perhaps we can help to reduce time pressures and increase accessibility. This reminds me of times when Healthy Living Centres (HLCs) were funded to help foster a more joined up approach 8



to the delivery of health and social care with great success. One good example is St Peters in Burnley, which already sees leisure, primary care, pharmacy and dentistry sharing one roof. With more than 180,000 individuals referred to public health programmes through our system alone, there is a clear need for joined up working between GP surgeries and those that deliver the interventions. Coupled with an active travel plan and good infrastructure the plans should see a greater engagement in wider health promoting services.

Wexer Adds Premier Beachbody Programs To Virtual Fitness Platforms Worldwide Beachbody – the global fitness brand behind hit programs such as Insanity and P90X – has signed a partnership agreement with digital fitness specialist Wexer to offer Beachbody’s trusted digital programs in fitness clubs worldwide. Through collaborating with Beachbody, gym-goers will be able to experience select workouts from the extensive

Beachbody On Demand library, Beachbody’s fitness streaming

service. Customers will get a taste of Beachbody’s newest programs, including CORE DE FORCE, an MMA-style workout, Three-Week Yoga Retreat, yoga instruction for beginners, and SHIFT SHOP, a three-week ramp-up program combining cardio and strength training. Additionally, customer favorites like workouts from the P90X series with Tony Horton and Insanity series with Shaun T. will be available. In announcing the new partnership, Paul Bowman, CEO of Wexer, said: “We’re delighted to welcome Beachbody to the Wexer family. The likes of ‘Insanity’ have already proved incredibly popular among gym members; by offering these classes and more of Beachbody’s effective programs on our virtual platform, all delivered by world-leading instructors, we’re enabling more operators to harness the unquestionable power of the Beachbody programs.” “Adding our programs to Wexer’s innovative virtual group exercise platform ensures that more people can experience the best workouts from our library,” said Bill Bradford, Chief Digital Officer at Beachbody. “Beachbody constantly strives to help people achieve their goals and live a healthy, fulfilling life; and we’re excited to work towards this mission with Wexer as they expand their platform in leading gyms around the world.” www.wexer.com




Cybex launches Indoor Rower to UK market New Hydro Rower Pro expands Cybex’s cardio and group exercise equipment offering Cybex, a leading manufacturer of premium exercise equipment, has launched the new Hydro Rower Pro, an indoor rowing machine that uses patented Fluid Technology Resistance to provide a true and natural rowing movement. Designed for both commercial and home exercise markets, the Cybex Hydro Rower Pro utilises the science of fluid dynamics to emulate a full-length, on-water rowing experience. It provides instant catch with no lag, to engage the legs throughout the stroke to deliver a low-impact total body workout. This is Cybex’s first indoor rowing machine

available in the UK and complements the brand’s expanding group training offering, which also includes the resisted cardio machine SPARC, and PWR PLAY, Cybex’s versatile functional training rig launched earlier this year. Additional Hydro Rower Pro features include:  Workout detail display including time, distance, 500m split time, strokes per minute, calorie burn, watts and heart rate  Ergonomic handle design to minimise strain on hands, wrists and arms  Adjustable footboard and straps with locking mechanisms on the outside to allow a quick and easy release for users  Small footprint, low weight and transport wheels that makes it easy to move and store away The Cybex Hydro Rower Pro is now available to order. Visit www.cybexintl.com for more information or contact the UK team at cybex@lifefitness.com. 

UK Fitness Industry Membership 8.8m in



9.7m in



2016 UK Fitness Members 10

Source: LeisureDB 2017 State of the UK Fitness Industry Report NOVEMBER 2017


NEWS // REVIEWS // TECHNOLOGY // TRENDS // EQUIPMENT // INSIGHT Every month Gym Owner Monthly delivers informative and educational content to help gym owners and fitness business owners enhance their service offering.


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“We presented Indigo with a very challenging, fully bespoke project. They delivered throughout the whole process and have created a training environment that truly reflects what ‘Monte Carlo 39’ is all about. The members love it.”

Leading the way in performance strength training for over 20 years The Indigo Fitness team have a wealth of experience in creating and delivering high quality, functional training spaces.

"Partnering with Indigo Fitness was an invaluable decision. I met with them when One Performance UK was still a dream in my head, and from inception, to build, to becoming an operating facility, the support has been utterly outstanding.”

We’d love to bring our expertise, creativity and enthusiasm to your next project, so get in touch! www.indigofitness.com “After approaching Indigo Fitness with a concept of what I wanted to achieve at Peak Performance, they were able to design, deliver and install the final solution within a few months – clients and members now have a truly motivational space in which to train.”



sales@indigofitness.com 01455 890100


Owner of the Month

Our Goal is Simple: Help You Achieve Yours Sam Duckworth and Damien Walker introduce their new facility Samien Fitness

Gym owner: Sam Duckworth & Damien Walker Gym name: Samien Fitness Location: Units 3-5, 38 Yeaman Street, Stoke on Trent, ST4 4AP Web: www.samienfitness.com

Samien Fitness opened it’s doors on 23rd September 2017, is already 70 members strong and expansion in the next 12 months is planned. Offering personal training, transformations, seminars and workshops, we wanted to know more.

How did you become gym owners? After managing a commercial gym chain, and getting into personal training for the last few years we decided it was our time to turn a dream into reality. Having skills in management, both in retail and leisure, we had the confidence to set up our own gym, which focuses heavily on personal training. We currently have two additional selfemployed coaches on our team and we are looking to expand.




How do you motivate your staff members? We currently do not employ any staff, though we are looking to hire receptionists and housekeepers when needed. Though for us, and our self-employed coaches, we do have weekly team meetings to discuss clients, consultations, research, education and targets. We encourage our coaches to go above and beyond for their clients and to invest a lot of time into self-development.Â

What advice would you give other gym owners just starting out? Do your research, find our your market and competitors. Stay true to what you want to do with your business and don't be persuaded by what others are doing. Give it everything you've got and be ready to set your standard!



What significant changes have you seen within the industry in the last three years? More and more we can see younger people getting into fitness. I think its mostly due to the prominence of fitness in the social media world, it's becoming more acceptable to become 'addicted to the gym' and less common to go out every weekend.Â

How do you engage your members? We know all of our members by their name and always greet them. We are genuinely interested in their goals and how they plan to achieve them. We have in-house competitions such as the W.O.W - Workout Of the Week where members can compete against coaches. We also have social media groups and chats to ensure our members engage with us and other members too.

spotlight How do you retain your members? We retain by being friendly and treating all of our members as individuals, rather than just another number.

How are you promoting your brand and your gym? We post on social media, mostly Facebook twice per day. We plan out our marketing strategy between the team at the start of the week so we know what we are posting and when.

What’s your biggest success story? We started off running 1 class per week on a Friday evening in January 2016. In just a short period of time we both built up our individual and partnership businesses. In April 2016 we set a goal to open a gym in 12 months - it took 17 months, but we did it.

Finally, if there was one thing you could change in the industry, what would it be? We both dream of a world where all the bro-science and false products don't exist. The amount of great educational content vs. the amount of poor content that's done for likes and shares is disappointing. We are on a mission to educate as many people as we can.​



BWL Endorsed Gyms Is your gym endorsed by us? Benefits of a BWL Endorsement: License to use the BWL logo A place on Level 2 Award In Instructing Weightlifting 25% Discount on all Eleiko Kit Use of BWL App BWL Insurance Scheme Offer Dually Branded Collateral

0113 224 9402 courses@britishweightlifting.org

16 OCTOBER 2017 www.britishweightlifting. org


4 WAYS TO INCREASE YOUR GYM'S MONTHLY REVENUE RIGHT NOW Mike Arce, CEO and founder of Loud Rumor, discusses how you can make your gym more profitable. As a business owner in the fitness industry, you want to generate more revenue and provide the best experience possible for your paying members. These 4 strategies will help you do exactly that.



After you take those measurements, provide even more value with a physical assessment. Here’s what I recommend you track:  The number of push-ups performed in 1 minute  Elevated heart rate after jogging in place for 1 minute  How long they can hold a plank without shifting  The number of squats they can do in 1 minute

When people commit to working out, they love to see changes that show their hard work pay off. But most people only pay attention to their weight, and there’s a lot of other measurements that are better indicators of progress. Many people don’t know how to take their own measurements, so adding it as an additional service is a quick and easy way to keep people motivated with their development and increase revenue at the same time. The best measurements to take are:  Body weight on a scale  Size (in centimeters or inches) of various areas of the body, such as waist, upper arm, and thigh  BMI  Body fat percentage  Resting heart rate NOVEMBER 2017



Give every new member a free assessment as a way to promote this service. If they get one free assessment, they’ll be likely to book another one later on to compare their results. When I owned a personal training business, I offered one-time assessments for $19 each and weekly measurements for $59/month. Each assessment only took about 15 minutes, so they were easy to squeeze in between classes or training sessions. This worked really well, and it also shows your members that your workouts actually produce results.


THE DECOY EFFECT Your fitness studio’s pricing structure impacts the membership that customers choose. Ideally, you want everyone to choose the most expensive option, but how many times have people told you that they need to think about it first or picked a less expensive option? If you want to increase revenue through memberships but don’t want to necessarily increase pricing, get more people to buy the option that you want to sell most of. This is done with a powerful tactic that’s commonly used in marketing … the decoy effect.

Here’s an example of a pricing model that uses the decoy effect:

The goal of the decoy effect is to make it really easy for your members to choose a pricing option - the one you want to sell most of.


First, limit your pricing structure down to only 3 options. If you have too many, people will compare them all and think about it too much, so it makes it difficult for them to choose one.



When you first look at it, it doesn’t make much sense, right? It’s only $5 more for unlimited visits, which is a crazy deal when you compare it to the 2 visits/week for $154/month. But that’s exactly what you want people to think. In this case, it wouldn’t make sense for them NOT to choose the most expensive plan.

Next, choose which option you ideally want everyone to buy. Structure your other pricing options so that they make your #1 option stand out as the best one. If all three of your options make sense, people won’t necessarily go for the one you want them to. But if your #1 option seems like a really great deal, people are a lot more likely to go for that one.

You might be skeptical about this, but it’s likely that you’ve fallen for this exact tactic. Movie theaters often use it to upsell people on popcorn or drinks, and tons of other businesses use it too. We’ll actually talk about another way to use the decoy effect in point #4 (similar to what movie theaters do). If you want to learn more about why or how this strategy works, this article breaks down the decoy effect even further.


A PROVEN REFERRAL PROGRAM 65% of new business comes from referrals, so a referral program is a worthwhile investment of both your time and money. A proven program spreads the word about your studio, brings in new members, and provides awesome incentives to your current members. A reward increases the chances that someone gives a referral, and non-cash incentives are 24% more effective than cash. So the first thing that you should do when you create your program is to decide on an awesome incentive.




Here are a few ideas:  Exclusive branded gear, like a t-shirt or a water bottle. Make these different than the products that you sell, so the only way people can get them are if they refer someone.  Gift cards for products that you sell at your studio or for sporting goods stores  Free measurement passes  A discount on their next month’s membership fee If you want to encourage members to continue to give multiple referrals, offer several different rewards. For example, they could get a t-shirt with a special design for their first referral, and get a 50% discount on their next month’s membership fee if 5 of their referrals sign up. The referral process should be as simple as possible. You’ll want to get your new referral’s information, including their name, number, and email, so that can get in touch and schedule a time for them to check out your studio as soon as possible. A simple way to collect their contact information is with a landing page. Sites like LeadPages or ClickFunnels allow you to easily create a landing page and integrate it with your CRM. We use InfusionSoft for this. Be sure to promote the referral program so that everyone knows about it. Talk about the program and rewards before or after class, post about it on social media, send out an email blast, and put signs up around your studio. The more that people hear about it, the more likely it is that they’ll refer their friends or family. I talk about this in Episode 023 of The GSD Show, check it out below:


UPSELL In point #2, we talk about the decoy effect, and that same strategy is useful to upsell food and drinks in your studio. Let’s say you sell large water bottles for $2.50. If someone forgets their water bottle (this happens a lot more than you think!) and wants to buy one at your studio, they’ll probably think that $2.50 for a bottle of water is too expensive and might wait until they get home. But if they see other options like a small water bottle for $2.25, the big bottle suddenly doesn’t seem as expensive. This technique can be used for food, like protein bars, or anything else that you sell at your studio. And while a couple of bucks from drinks or food might not seem like a lot, it all adds up. For example, if you sell $90 of food and drinks each day for a month, you’ll increase your revenue by $3,000. These 4 strategies have helped other fitness studios and gyms generate thousands of extra dollars each money, and the best part is that they won’t drive your members away… they’ll appreciate the additional value that you offer. Let us know how these work for your fitness business!

Mike Arce is the host of the top fitness business video podcast, “The GSD Show.” He is also the founder and CEO of Loud Rumor, a 7-figure advertising agency for small businesses in the fitness and wellness space. Mike has helped over 25 major brands like Orangetheory Fitness and his agency has worked with over 400 fitness and wellness companies throughout the world. As a husband and father of 4, he’s created the time to do all of this while traveling to speak at many events across the country over the last 2 years. NOVEMBER 2017




Using bioelectrical impedance analysis (BIA) technology, the machines can determine body fat and muscle percentage as well as a user’s hydration levels. In addition to the unique FitQuest score which measures fitness against average gender and age groups, the new machines will provide a more complete assessment for users now with both a fitness and body composition analysis.

“Our FitQuest machines were always designed to give gym users the ability to quickly assess their general fitness,” said Brian Firth, FitQuest CEO. “Now, with the addition of the MIE FitQuest Body Composition Analyser, people will have even greater access to data that could help them make real improvements in their overall health and wellbeing. Capitalising on the growing popularity of fitness tracking in Londonbased gyms, we’re proud to be working with The Gym Group to offer this innovative, new FitQuest experience to their members.” – Brian Firth, CEO, FitQuest The installation with The Gym Group follows a successful pilot programme earlier this year. The machines will be available to members of The Gym Group in Q4 this year.



Engage. Inspire. Educate. MIE Medical Research has spent 30 years bringing innovative human performance measurement solutions to some of the world’s leading universities and research institutes. FitQuest can be used by gym goers to assess their own progress, PTs to monitor client achievement and operators to improve member engagement. We are delighted to be able to bring this unique experience to a wider audience and empower individuals to take charge of their own health and fitness. Contact our team today at info@miefitquest.com or call 020 7518 7323 to find out how you can be part of the measurement revolution.

Find out more at www.miefitquest.com

FitQuest Division, MIE Medical Research Limited 21 OCTOBER 2017 info@miefitquest.com Tel. 020 7518 7323


If it becam I would fa love with Roxy Lopez meets Tafao Faumunia, a Brazilian Jujitsu Practitioner, and delves deeper into the changing world of the sport In the United States, hot from the sun, a small town where families bike, run and swim year round, with a population of 520,116, has become the breeding ground of the greats, rising from the ashes of the surrounding dessert in the rays of the sun. In Tuc-Town, some begin their journey, while others are born into it. Tafao Faumuina, standing 6’0 tall, weighing a menacing 81.64kg, has a subdued appearance. His quiet demeanor and gentle monotone voice that carries far, mask his true intentions. His tattoos are strategically placed on his body, in the palm of his hand sits an inked rose, reminding his opponents that he is the thorn. Tafao, like many other MMA practitioners, has reverted back to learning and mastering a single art. Tafao is two stripe blue belt in Brazilian Jujitsu, a sport he has been concentrating on for four years. He has been creating such a buzz, that tickets to his last event sold out within a couple of days, the money for which he donated to a charity that helps 22


keep children off the street through Martial Arts. This is why so many coaches work with Tafao. Some of the greatest coaches, who have made Tuc-Town their permanent home, take the time to share their common interest with him, feeling the energy and life Tafao brings to the sport. Tafao’s training schedule is rigorous; always making sure his walking weight is not too far from his fighting weight. He trains on alternate days, whilst on a strict diet, following a schedule that consists of yoga, BJJ, CrossFit, conditioning, endurance, boxing and wrestling. What makes Tafao so different from other BJJ practitioners is his ability at a much faster rate, having started so late in the game, as well as taking longer rest periods than most. Instead of the traditional two days off, he, at times, can take three to five days off, allowing his body to heal and his mind to rest. Tafao explains the atmosphere there inspired his move to Tuc-Town. He later met two men who would be the ying and yang of BJJ. These two people would later introduce him to a sport that would become the love of his life, a love he admits he cannot seem to get enough of, or stay away from.


me work, all out of the art

Tafao explains that he loses himself when on the mat. He takes the baggage that life has given him, and when the bell rings and the rolling begins, each bag is let go, and he resets. He explains that there was a time he lost that love for this sport, when one of his main influences left for another state. The environment had changed, the comfort and the father figure he had was no longer with him, and this caused an inner turmoil. Trying to find himself and rediscover the love he had for the sport took some time. During his journey he wrote a journal, placing initials at the end of each passage, reminding himself who he was fighting for. Tafao goes on and talks about how he chose not to be average in various martial arts, but great at one. One he would take to the big show, interestingly enough, not the UFC, but the show that takes place on every mat. For him, it is not about the thousands of fans, but the empowerment of knowing you are only one man against another. Winning or losing at the one sport that has stayed true to its form, a form students and teachers will pass down for generations.

'His tattoos are strategically placed on his body, in the palm of his hand sits an inked rose, reminding his opponents that he is the thorn' NOVEMBER 2017



Why write about BJJ? Why write about Tafao Faumuina? It gives readers a glimpse of someone who sacrifices and trains for what he describes merely as a hobby. ‘If it became work, I would fall out of love with the art. I always want to work for the attention, work for the love, work for the respect, the sweat and the pain that comes with it. It makes me stay hungry for more.’ Tafao describes himself as the new breed of BJJ practitioner. According to him, BJJ practitioners threw politics out of the door, allowing a white belt to roll with a higher level belt, its how they can learn, how they can grow and improve, opening the doors to expand the mind to this game of chess. Understanding that brut strength to get through a roll isn’t all you need, but instead the experience gained by allowing new opportunities to be explored without sacrificing the form and true meaning of BJJ. At times, and in some academies, it is not allowed for certain belts to roll with higher level belts. Tafao explains that he has been lucky to never have experienced this. He states, ‘I have been taken under the wing of someone who feels that becoming a great practitioner is rolling with all levels. It’s like life; we interact with people of all races, ages, genders and beliefs. We learn from those interactions. Why limit our practice by doing the opposite of what life is like?’ Taking on this philosophy has allowed many academies to follow suit. Others may not entirely agree with the 24


concept, but are beginning to come around. In doing so, the BJJ community has somehow begun to create a movement that is bringing an audience back that had at one point disappeared. The next event is scheduled towards the end of the year, many consider this the show of all shows, and where you place your seat at the King’s table. Tafao places his throne amongst the Gods that have created him. There he will watch and wait for his time to conquer those who see themselves as his equal. I ask him the questions that many are asked, ‘What about a loss? How do you cope with it? How do you cope with the wins?’ He explains, ‘Every moment on the mat is a win, a demonstration of two people who place themselves on a mat to discover the intelligence of how to win by using your movement and wits in a moment of battle. How can you not see that as a win, regardless of points and judges? The win is the ability to have the opportunity to roll with an opponent who has the experience to test you, to make you work for your breath, sweat and next move. There is no lose in that, there are only wins to be gained.’ Tafao speaks with a tender and soft voice, his demeanor loving and gentle, yet he says, ‘I like to fight, it’s in my blood. It’s what makes me breathe, however, there is always a time and place for it. I am a true gentleman with a savage heart, a combination that can be deadly at times, but self control is a constant practice.’


As he talks I can see him drift off and I wonder what his pain is and why he chooses the mat to let it go. I ask him where he sees himself in the next year. ‘I continue my practice and wait patiently. I am physically and emotionally ready, however, my mind currently needs to catch up.’ I ask him to elaborate, ‘There are demons we all face, when I step onto the mat I don’t see another person. I see that I am going up against myself. The one person who can break me and create me, is the person I look at in the mirror.’ I recall many of the great BJJ practitioners of our time who had this quality about them, that they knew that they were their biggest opponent and enemy. Could that be the reason why they became so great, because they didn’t allow themselves to believe that they were? How could this person I was interviewing be such an influence on the sport? Was it his charitable donations? Was it his diligence in practice? What was it? Tafao, sitting in front of me, explaining that his life was meant for BJJ, and not to be recognised for someone looking for glitz and glam, instead going head to head with an opponent, claiming his right to the mat. ‘I came from a clan that has generations of tradition, I am my father’s son, when I step onto the mat, I bring not only myself, but my ancestors that have fought before me. I take with me hammer, nail and force of a thousand years and ancestors will fight with me. Each line of my tattoos entails the suffering and pain that my clan went through. I bring that pain to my opponent.’ I look at him whilst he speaks, I cant help but get lost in his dark eyes. His tattoos are so interesting that you feel you have to ask what each one means. As he tells you the meaning behind the tattoos that are strategically places on his body, I have to remind myself that this person has never given an interview to anyone, wouldn’t allow it, wouldn’t entertain the questions I have asked regarding the new movement of BJJ, and I think, why now? Why speak to me about how the world of BJJ is not just about the art, but the creation. It becomes clear, whilst sitting across from him, glancing at his hands, his arms, his chest. BJJ was creating a God – Tafao Faumuina.

‘If it became work, I would fall out of love with the art. I always want to work for the attention, work for the love, work for the respect, the sweat and the pain that comes with it. It makes me stay hungry for more.’ NOVEMBER 2017



At The Fo of Innova We talk to Daniel Herman, CEO of BioSynergy about founding the company, their ethos and his go-to supplement. Why did you decide to found BioSynergy? As a child I battled with weight and bullying.. during primary school I went from being really underweight & finicky with food and not participating in sports (which caused my parents many sleepless nights). Whereas at secondary school I became a vegetarian and in part due to the lack of healthy vegetarian options and a sweet tooth became very over-weight and had real body confidence issues which meant that I not only bunked PE but games too.. which ultimately compounded both my weight gain and bullying. As with many in their teens I then underwent what most people would describe as a growth spurt, so by the time (at the age of 13 I was 5ft and by 17 was 5ft8) I reached university had reverted to my former very skinny self. At university in Manchester I spent my fresher year living with some tough sports & gym fanatics, who although did not bully me as such, certainly gave me a hard time over my physique (lack of) and erratic eating habits. It was at this point I finally succumbed to exercise and began following rigorous training regime and began blending my own Rocky inspired shakes they included raw eggs, Horlicks, peanut butter, milk and almonds. By the time I left university in 1995 it is safe to say that I had become a convert to fitness and whilst working in the City decided to enter the Gladiators as a contender. This meant that not only did I take my training to the next level but began using supplements too. Much to my disappointment not only did I find that the 26


products did not meet their promises, but tasted pretty bad too. Following a run-in with the owner of one of these supplement companies, who was un-helpful to say the least I decided to leave my City job and start a sports supplement company, so I qualified as a PT, SAQ coach and nutritionist. Suffice to say I never did become a contender on the Gladiators, but some years late we did supply the show. Back in 1997 the market was dominated by bodybuilding brands and many of the products were not suitable for professional athletes or the regular fitness enthusiasts, so our goal was to make effective (research backed), clean and easy to use high quality range ideal for the fitness lover and professional sports person alike.


orefront vation What are the key ingredients BioSynergy use in their supplements? Why are these important?

The key ingredients vary depending on the product and its purpose however the most widely used are Whey Protein Isolate, BCAA’s Chromium, Creatine Monohydrate, Beta Alanine, B vitamins, Arginine and HMB. These ingredients are important as over the last 20 years research has supported their effectiveness and the objective of all our products are to deliver results.

With so many supplement brands in the fitness market, how is BioSynergy different? What makes it stand out? Since 1997 Bio-Synergy has exclusively manufactured in the UK and was the probably the first brand to offer supplement testing for athletes, which is why as far back as 2002 BioSynergy was the official supplier to the Commonwealth Games. In addition to this Bio-Synergy has often been at the forefront of innovation.. launching the first all in one in 1999, first ready to drink protein in 2000 and have bucked the trend of many other brands at lowering the protein content of their powders by increasing ours to over 90% and 100% from isolate. Finally, I think what differentiates Bio-Synergy is our commitment to quality and understanding that different consumers have different requirements, so rather than have a one sizes fits all approach we have developed different products & ranges to meet different needs.

What would you say is the go-to supplement for exercisers looking to improve their performance? If I had to choose one supplement from our range and based on the end user exercising at least 3 times per week it would be Creatine Plus.

What is the ethos behind BioSynergy? In 1997, Bio-Synergy was founded out of a passion for health and fitness and a desire to create the clean, effective and high quality range of sports nutrition, to the support the goals of athletes and fitness enthusiasts to fuel their performance and make it happen. Since its launch, over 4 million passionate sports and fitness enthusiasts have chosen Bio-Synergy to achieve their goals and fuel their performance. Bio-Synergy sports supplements have been used by many of the world’s most respected athletes and teams, in fact, it could be said that Bio-Synergy is the best kept secret in sport! In fact, our range of sports nutrition may well have fuelled more Gold medals, PB’s and World Cup wins than any other brand! Join the revolution and #MakeItHappen.

How important is taste when it comes to supplements? Taste can be a tricky one as it can be very important, but is also subjective and very personal.. if possible we opt for capsules over powders as this removes this issue and in many cases offers greater convenience and results. There are products however where taste becomes secondary over results and the fact that it is free from.. a good example is the paleo diet protein. NOVEMBER 2017





NON-RUNNER TO SEVEN MARATHONS IN JUST ONE YEAR Laura Jones didn’t just go from couch to 5k – she took it much further Just one year ago running never really featured in Laura Jones’s life. Now the 29 year old from Dorset is halfway through an epic challenge to run seven marathons around the world within a year and raise £10,000 for The Jonny Wilkinson Foundation and The Scout Association. Jones signed up to the Mount Everest Marathon after a client from the adventure travel company she runs with her husband, Rhys, was looking for a team mate to take part in the adventure. She said: “I did a 5k for Sport Relief as a teenager, but I walked a lot of it, so when I signed up to run the Everest Marathon I wasn’t a runner at all.  I turned bright red and my lungs exploded just running 1k.”  Jones started training from scratch in August 2016 with the help of a local beginners running group as well as working with staff at SturFit, a not-for-profit community gym in Sturminster Newton. Jones loved using SturFit’s Precor treadmills to improve her cardio fitness, but as time went on it was the award-winning Precor Adaptive Motion Trainer (AMT) that became her best friend. She said: “As I increased my miles and started to run the marathons the AMT became a great way to keep my fitness up without the impact. I was especially grateful after returning from my third marathon with a knee injury,

"I’ve proved that with enough determination, selfbelief and commitment, you can achieve anything" NOVEMBER 2017



"I really want to demonstrate that no matter what your current level of ability, anything is possible" 30



as the low impact meant I could still do a challenging workout without the worry of further injury.” Jones slowly built up her distances at local events, before completing the 2017 London Marathon seven months later. Then, following a tough two-week trek to the start line, Jones took part in the World’s Highest Marathon at the end of May, starting 5,300m above sea level at Mount Everest Base Camp in temperatures of -10c. Many of the competitors took two days to complete the course but Jones crossed the finish line in just 9 hours and 35 minutes.  A fortnight later, while running the Banff Marathon in Canada, Jones suffered a knee injury that forced her to retire from the race. But after a summer of rest and rehabilitation, she completed the Patagonia Marathon in Chile, regarded as ‘the last truly wild race’ by the BBC and nicknamed ‘The End of the World’ as conditions are so extreme, with wind speeds of 100km/h literally taking competitors off their feet. Jones’ latest race was the Rottnest Island Marathon in Western Australia on 22 October, which she finished in just under six hours, despite temperatures of 30c with almost no shade at all. Her next leg will be the Seattle Marathon in November, followed by the Yukon Arctic Marathon in February, which takes place on the frozen Yukon River with average temperatures of -20c. Jones finishes her challenge with the Kilimanjaro Marathon in Tanzania during March 2018.  She said: “I really want to demonstrate that no matter what your current level of ability, anything is possible. I hope that going from a complete beginner to running seven marathons in just one year will encourage other people to break down their barriers and overcome their fear of judgement about not being good enough, fit enough or fast enough. Hopefully I’ve proved that with enough determination, selfbelief and commitment, you can achieve anything!” Jones chose to raise money for the Jonny Wilkinson foundation, which supports mental health issues, as it has a personal significance for her after the death of her father when she was just 13. She is also raising money for the Scouts, an organisation that helps young people reach their full potential through challenging activities, unique experiences and everyday adventure, as it’s a fitting match for her challenge. SturFit gym, where Jones completed much of her training, will be closing its doors on 2 December to hold a 7-7 Challenge to raise money towards Jones’ causes. Courtenay Hitchcock, Trustee at the gym said: “The day will kick off at 7am and we will continue through until 7pm; involving as many gym members, community clubs and members of the public as possible. The aim is to achieve 1,700 miles on a combination of our Precor bikes, treadmills, Adaptive Motion Trainers (AMTs) and rowers.” Equipment manufacturer and supplier Precor, which is part of Amer Sports, has donated a watch from its sister brand Suunto. The Spartan Trainer with wrist heart rate monitoring is worth £399 and SturFit hopes to raise money by raffling off the watch during the day. Justin Smith, Head of Precor UK said: “To go from complete

beginner to running seven marathons in a year is an exceptional feat and Laura has done much of her preparation for this on the Precor equipment at SturFit gym, so we thought it was only fitting to donate the Suunto watch to help her raise money for her chosen charities. We wish her the very best of luck with the rest of her marathons.” Originally from Swansea, Jones has always had a love for the great outdoors. Whilst working for an expedition company, she met her husband Rhys and started climbing and mountaineering. In 2014 the couple completed a successful ski mountaineering trip to the Greenland icecap where they climbed the highest mountain in the Arctic Circle. Jones has since climbed and skied all over the world, including climbs of Kilimanjaro, Mount Toubkal in Morocco and trekking in the Himalayas. NOVEMBER 2017


And Bring to you



contact: p a u l w o o d | p w @ g y m o w n e r m o n t h ly. c o . u k | 0 7 8 5 8 4 8 7 3 5 7 C R A I G YO U N G | i n f o @ c r a i gyo u n g c o n s u lt i n g . c o . u k | 0 7 8 9 0 3 9 0 4 8 1

NEXTISSUE December issue features include:

THE YEAR AHEAD//INDUCTION TRAINING //FLOORING//RUNNING & ROWING//INDOOR CYCLING To advertise alongside these features, contact: Paul wood: 07858 487357 // pw@gymownermonthly.co.uk 32



Do you know your HIIT from your VIIT? Paul Swainson, Head of Future Fit School of Personal Training breaks down what VIIT is, and you may already be doing it. High Intensity Interval Training (HIIT) sessions remain popular and can be found on timetables in every gym and club. But I question whether most participants are really reaching the high intensities they should be aiming for in a true HIIT session. Izumi Tabata – whose name is synonymous with HIIT training – completed a study with Olympic speed skaters who performed work intervals at 170% VO2 max – a little more intense than 30 seconds of burpees… So are HIIT classes really HIIT classes by definition? When I see sessions of 30, 40 or even 60 minutes’ duration, it’s clear to me that, at best, these are HIIT dumbed down. Even with a warm up and cool down, there’s no way everyday fitness enthusiasts are truly engaging in HIIT for that length of time. And neither should they be - true HIIT is VERY hard! I accept that fitter individuals in a class or small group may reach the intense effort required for short bursts of time, but the reality is that the session is at best ‘RHIIT’ – Relative High Intensity Interval Training – and probably closer to VIIT – Variable Intensity Interval Training. VIIT is not a bad thing and far from a compromise. In fact, for PTs and group exercise instructors, it could be a very good thing as it is more accessible, more rounded and more enjoyable than pure HIIT. Here’s why. Going all out at high intensity is neither sustainable nor appropriate for most people. Working anaerobically in the high intensity sections is only manageable for a finite amount of time. How often in a class do you see people drop off the intensity, slow right down, even stop? Surely a system that moves you through a range of different intensities will be both more appealing and more manageable physically? Welcome to Variable Intensity Interval Training (VIIT). It’s a thing and it’s going to get bigger… VIIT is not HIIT for softies: far from it. By moving through low to medium to high intensity segments, it can incorporate a far wider range of strength, agility, functional and dynamic stretching goals than HIIT.

Participants typically progress through the different intensity phases several times in a workout, ready to reach 90% maximum effort in the high intensity cycle having had active recovery around 40% to 60% between these spikes. Some VIIT programming I’ve come across even utilises the low intensity sections as a kind of ‘mind-body’ element. VIIT can be fun, exciting and very challenging – but accessible to all. A good trainer will mix up the timings and exercises to keep things interesting and avoid the dreaded boredom or fitness plateau. A well-planned session will tick every box – cardio, strength, core, mobility, calorie burn…. As mentioned most people are inadvertently doing VIIT already so by embracing it as a concept, exercisers can continue to get the positive results they have from their current workouts but free themselves of the shackles imposed by the HIIT format – meaning we can be more creative with programming. So as VIIT is also more manageable for people (and consequently carries fewer injury risks), what’s not to like? VIIT is coming to the mainstream – are you ready? NOVEMBER 2017



PT of the Month


NAME: Sam Duckworth

OWNER OF: Owner of Samien Fitness

QUALIFICATIONS: Level 2 & 3, Strength and Conditioning, Pre & Post natal. Level 2 Sports & Exercise Nutrition, Level 2 in Understanding Nutrition & Health. Studying Phil Learney's ACA

FACEBOOK: www.facebook.com/ samduckworthfitnesscoach


YOUTUBE: Samien Fitness


INSTAGRAM: Samduckworthfitnesscoach


How and why did you become a PT?

Do you have a specialty?

I always struggled with my weight as a kid, I had poor habits and my activity level was even poorer. In my early 20's I made a New Years resolution to run the Potters Arf Marathon (Half Marathon held in Stoke-on-Trent). I lost almost 3 stone during my training for the race and finished in 1 hour 43 minutes, earning a silver medal. To this day that's still one of my proudest achievements. Shortly after that I joined a gym and hired a personal trainer. He taught me a lot and really I helped me, I then had the urge to follow in his footsteps and help others.

I specialise in fat loss for females. I find it really interesting how the female body responds differently to males. I focus on changing lifestyles and education clients as much as I can throughout their journey.

How did you find the qualification and training process? Studying for the PT qualifications was fairly easy if I’m honest. It's as simple as memorising a bit of text for a multiple choice exam. I thing the content needs to be addressed as it doesn't teach you how to run a business, gain clients or any sort of communication and marketing skills.

What is it like working with a gym owner? I am a gym owner now but having previously worked in a commercial gym I understand how hard it is to stand out and at times you feel hugely undervalued, which is one of the reasons why I opened up my own gym.

You spend your working hours motivating others, how do you motivate yourself? I like to change my routine quite often, lately I've grown bored of the traditional 'bodybuilding' routine so have NOVEMBER 2017



thrown in plenty of strength and conditioning work. I regularly update my Instagram stories to tell my followers my goals, showing them how I achieve it and what it takes this keeps me accountable and motivated.

What advice would you give other PTs just starting out in the industry? Study, research and learn. I've invested thousands of pounds into self-study over the years and I have no intention of stopping.

What are the biggest challenges your business is facing today? A big challenge is trying to help a client understand the misinformation around fitness. Poor content on social media



misleads people into believing what works and what doesn't. I like to keep things pretty simple and consistent.

How do you engage with your clients, and how often do you check their progress? I like to see my clients at least 2 or 3 times per week to ensure they get regular support, check-ins and progress reviews. I also run a private Facebook group for all of my clients. I'm always available on my phone if they ever need me too.

How do you promote yourself as a PT and the services you provide? I mostly promote myself on Facebook and Instagram. I write


educational articles on Facebook and regularly update my story on Instagram to keep in contact with people. I've had a lot of business since starting that.

content vs. the amount of poor content that's done for likes and shares is disappointing. I'm on a mission to educate as many people as I can.​

How often do you train yourself?

Do you see yourself continuing to work as a PT in the coming years?

I like to train 4-5 times per week. I'm not really following a plan or any routine at the moment as I'm so busy running the gym, but I do make sure I give it my all every session. 

If you could radically change anything in the industry, what would it be, and why? I'd like to create a world where all the bro-science and false products don't exist. The amount of great educational

Absolutely, It's a passion that I don't think will ever die. However, in several years I will look more into helping PTs better their services rather than one-2-one sessions.

What is your biggest success story? My biggest success is opening up my own gym just 2 and a half years after taking the step of becoming a full-time PT. It was my dream and I worked my ass off to make it a reality. NOVEMBER 2017



DATA PROTECTION IS GETTING A MAKEOVER. ARE YOU READY? Chris Phillips, Head of Sales in the Sports Intelligence Practice at 4Global and responsible for DataHub, discusses the upcoming Regulations being put in place. I work for a company that deals with data all day, every day, and even I’m a bit overwhelmed by the sheer scale of change the upcoming General Data Protection Regulation (GDPR) will require. Never even heard of it? Now’s the time to put it on your radar and swat up. The GDPR comes into force on 25 May next year and it is going to shake up data protection in the UK, in a big way.



The current regulation, the Data Protection Act, came into force almost 20 years ago and like fax machines and dialup modems, it’s had its day. I talked in the September issue about how the amount of data we collect has become so vast, it’s unfathomable – five zettabytes of digital information currently stored, and growing. The Data Protection Act simply can’t police data on this scale. The GDPR, it’s altogether newer, faster and frankly just better younger sibling, is like a giant system upgrade. As business owners and managers faced with making large-scale changes we may not like the


sound of it, but we certainly need it. For sports and leisure operators, the details of this new regulation can seem impenetrable. Sentences like “consent must be freely given, specific, informed… [and made] by a statement or by a clear affirmative action” or “organisations must aim to… take into account… the nature, scope, context and purposes of processing as well as the risks of varying likelihood and severity for rights and freedoms of natural persons” would strike fear into the hearts of even the most stalwart data lovers. But think of it this way. Large scale data breaches like those that affected Yahoo, Deloitte and Wonga are examples of what happens when it all goes wrong. You wouldn’t want that to be your personal data, exposed and vulnerable to anyone online, and neither do your customers. Keep what information you have of theirs safe, and your relationship with them will benefit.

What you need to know The best way to tackle GDPR compliance is thoroughly and methodically. You can’t rush this! This legislation is all about putting measures in place, every step of the way, to ensure your customers’ data is protected.

orientation or religious beliefs, will now also include genetic and biometric data. So, any data measuring athletic performance or health now counts.  ‘Consent’ is also getting an upgrade. It won’t be acceptable to bury consent deep inside your small print or collect it as part of a mandatory tick-box. You’ll also need to keep records, clearly showing how consent has been given.  Customers can ask you to stop processing their data and for all their data to be permanently removed from your records, at any time.  Privacy by default means you must ensure only personal data necessary for ‘specific identified purposes’ is processed, so you’ll need to consider the amount of personal data you collect and how long it’s stored for, which will inevitably raise tricky questions about ‘sleeping’ members and their data.  Fines are getting eye-wateringly serious. You can be charged four per cent of your annual global turnover or €20 million, whichever is higher, for breaches.  The onus is now on you to report data breaches, too – “without undue delay and, where feasible, not later than 72 hours after having become aware of it.”

The key changes that’ll affect sports and leisure are:  The meaning of ‘Personal data’ has been amended to include online identifiers like IP addresses and cookies.  ‘Special category’ sensitive personal data, for example information relating to someone’s sexual

The best way to begin is with a clean-up of your member databases, to establish what data you’ve collected, and how, as well as how long it has and will be stored for, whether it’s accurate and what consent you have. All your systems – both digital and paper – count.




Next focus on your privacy policy and email marketing, considering how you collect email marketing data and also how you’ll demonstrate consent has been given. Ensure all your passwords are strong, and add extra levels of encryption where necessary. Lastly, consider seeking the advice of a specialist GDPR lawyer, to review your processes and ensure you comply in all areas. The Information Commissioner’s Office is a good place to start for further information (https://ico.org.uk/for-organisations/ data-protection-reform/), and DataHub has created a White paper to guide operators through the myriad of changes: https://www.datahubclub.com/docs/The_GDPR.pdf

The DataHub is a repository for sport and leisure data, integrated and enhanced through a suite of business intelligence modules, accessed anywhere via a single online portal. For more information on how DataHub can help you contact Chris.phillips@4global.com Want to find out more? Live link www.datahubclub.com

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WHY LEASING YOUR EQUIPMENT CAN GIVE YOUR GYM EVEN MORE MUSCLE The modern-day demands of gyms to have the latest equipment can mean finances are stretched. But it’s a circular argument – the latest equipment drives up new members and increases retention – but can also mean a drain on your cashflow. Either way, it can be a gamble some businesses are reluctant to make. Leasing equipment is a popular and secure way of gyms and fitness centres to ensure they have the latest equipment – not necessarily the cheapest. Virtually any type of equipment for your gym can be leased – from flooring to treadmills, dumb bells to vending machines. Imagine having all the kit and only having to pay one monthly payment when it’s installed – with the next payment due the next calendar month. By which time the equipment has earnt you valuable income. The problem with using cash and overdraft facilities is that it reduces the availability of money in the bank for salaries, overheads and other expenses such as marketing. Plus a bank could NOVEMBER 2017



call in an overdraft or increase the cost of borrowing, There’s no need to find a hefty deposit either – and any interest rate rises that are constantly being talked about won’t affect your lease once it’s all organised. So payments won’t ever increase throughout the term – meaning you can effectively budget. Kennet Equipment Leasing Limited has been a major player in the UK gym finance market for over 25 years. They work with nearly 30 banks and business funders, and have over £60 Million of their own money that they use to support UK businesses. Their “one stop” approach means that you can contact them, safe in the knowledge they will shop around all of their funders and their “Own Book”, to get you the best leasing quote on the market. Because lease payments are tax deductible for the lifetime of the agreement, it can also save your gym business money in the long run. And at the end of the agreement, very often gym suppliers will be able to upgrade the kit for the latest equipment. If you’ve found the ideal gym equipment, simply give Kennet Equipment Leasing a call on 01675 469200 or email us on sales@kennetleasing.co.uk. Kennet Equipment Leasing Limited is registered in the UK Co Reg 2569928, and is authorised by the Financial Conduct Authority for the purposes of brokering and supplying business finance. Firm Reference Number 676024.





THE BENEFITS OF LEASING INCLUDE: • Minimal cash outlay • Leasing repayments are offset fully against pre-tax profit • No need for increased overdrafts or applying for bank loans • Fixed payments throughout the term of the lease • Flexibility in payment terms • Maintains cash flow within the business • Fast application turnaround

0% FINANCE HiTrainer ATP+ (shown above) £7,999.00 + VAT

For more information on leasing email: info@craigyoungconsulting.co.uk or call: 01978 812829

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CREATIVITY. INNOVATION. UNITY. Where fitness specialists fuse passion and expertise to create the most unique experiences. 43 OCTOBER 2017 www.boutiquegyms.co.uk


Fit Kit

This month’s round-up of kit, products and extras you can stock for your members – boost loyalty, retention and your revenue!

TireFlip 180 This innovative functional training device gives you all the benefits of tyre training in a safe, space-saving design. Tyre flipping has never been so much fun. www.craigyoungconsulting.co.uk

The Grappler The simple, compact rope trainer that offers the most astounding cardiovascular workout for all. It is the perfect choice for strength, stamina, injury and recovery. www.craigyoungconsulting.co.uk

Hi-Trainer The Hi-Trainer is a non-motorized treadmill, designed for everyone, from fitness enthusiasts to elite athletes, to peak the metabolism in super-efficient cardio and strength training sessions. www.craigyoungconsulting.co.uk




pt viewpoint

Whole Earth Power Balls Wholesome, natural protein snacks. Each pack contains 100% natural ingredients including peanut butter, glutenfree oats, roasted peanuts and dried fruit. Available in Classic Peanut Butter and Pumpkin, Chia & Flax Seed. Available at Sainsbury’s

GRIPPSSS Gloves The key to these gloves is in the long lasting performance coating which is though in fabric but also gives the feeling of holding on to anything better than you have experience before. www.grippsss.com

Bio-Synergy Goes Organic with the launch of NEW Whey Hey Protein

Whey Hey!

Bio-Synergy unveils a NEW organic offering for those seeking a protein powder to complement their healthy lifestyle.

Bio-Synergy unveils a new organic offering for those seeking a protein powder to complement their healthy lifestyle. The 100% Organic Whey Hey Protein is gluten free, low in fat and free from artificial colours, sweeteners, aspartame or fillers. With 23 grams (80%) of protein, zero carbohydrates and over 5 grams With natural flavour, blend with yoursimple favourite blend base (milkonly or water), shake ofaBCAAs persimply serving, this contains one ingredient and is and serve. The ultimate refresher for both post workout or as a boost between meals. organically certified by the Soil Association - ideal to add to your favourite With celebrities such as Karlie Kloss extolling the virtues of protein as part of a healthy smoothie shake. With a natural simply blend with your diet, those seekingrecipe to lead aor healthy diet and workout regime areflavour, now discovering how WheyHey can help them reach their true potential. With the arrival of this new favourite base (milk or water), shake and serve. The ultimate refresher for both 100% organic offering, Bio-Synergy now offers a powder to suit every taste, goal and body. post workout or as a boost between meals. The 100% Organic Whey Hey Protein is gluten free, low in fat and free from artificial colours, sweeteners, aspartame or fillers. With 23 grams (80%) of protein, zero carbohydrates and over 5 grams of BCAAs per serving, this simple blend only contains one ingredient and is organically certified by the Soil Association - ideal to add to your favourite smoothie recipe or shake.

The 100% Organic Whey Protein is available from www.bio-synergy.uk and Planet Organic at £30

Visit www.bio-synergy.uk

For further information, images or samples please contact: Natalie Willey or Annabelle Turner at EdenCancan on T: 0203 745 6960 natalie.willey@edencancan.com / Annabelle.turner@edencancan.com

Notes to editors:

To sponsor this feature, contact: pw@gymownermonthly.co.uk

Bio-Synergy is an award-winning sport nutrition brand with products developed and produced within the UK. Since its launch 20 years ago, over 4 million passionate sports and fitness enthusiasts have chosen Bio-Synergy to achieve their goals, fuel their performance and ultimately, #MAKEITHAPPEN. Bio-Synergy’s protein and supplements have been used by many of the world’s most respected athletes and teams, in fact, Bio-Synergy has fuelled more Gold medals, PB’s and World Cup wins than any other brand!




pt viewpoint

GLUTE GROWTH MiamiPro Winner Yvette Geary tells us about her Glute Routine

This is a topic close to my heart, considering I started out with no shape to my glutes. I am very quad dominant; meaning my glutes just did not want to engage. I researched different exercises and tried the good old squat, but nothing – only sore legs, quads, lower back and some tightness in my hamstrings. The whole process was entirely frustrating and not productive.

Starting off any lower body workout, I religiously activate

To combat this, I got myself a prep coach, a very good

has a tendency to be quite sore. I also find that during this

one at that. This coach gave me a specific training plan

exercise, my dominant muscle, which for me is the quad,

tailored to my needs, which I can only recommend. My plan

takes over, meaning I don’t achieve the intended results,

incorporated four lower body days, of which two were

therefore I focus more on technique and ensuring I squeeze

specific to my glutes.

my glutes during any squat exercise.



my glutes. To do this, I use a hip circle band whilst doing kick ups, side kick ups and side steps. If done correctly, you can really feel the burn. As well as this, I also ensure I always stretch my hamstrings before training. By doing this, they become nice and loose, which allows for a better range of movement, and of course avoids injury, a big factor. Personally, I avoid going heavy on squats, as my lower back

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allows isolation as each leg is doing the work separately to the other, with one leg resting on the bench, whilst the other is conducting the squat. It is safe to say that there are plenty of exercises, as well as various forms, that can be used to target the glutes, but the key is to remember the importance of good technique. Ensure you use mind muscle connection and always engage in glute activation prior to any lower body workout routine. There is no quick fix, it has taken me 18 months to improve this area of my body. Remember and be mindful of consistency and dedication to your training and diet you too will see the desired results!

One of my favourite exercises, specific for glute work, that I can go heavier on, are hip thrusts. I mostly do these Smith Machine, mainly because it allows me to lift more – with a barbell you firstly have to lift the bar onto your lap, whereas with the Smith Machine, the bar is already in position for me to start the exercise. I also like to use the Abductor Machine to focus on the upper side parts of the glutes – the Gluteus Medias and Minimus. I do vary between sitting into the machine, and sitting towards the end part of the machine to target different areas, and get a more well rounded set of exercises. Bulgarian Split Squats on the Smith Machine are another great exercise to target the glutes. This specific motion NOVEMBER 2017



Cutting throug Group-X audio Linzi Marshall from Hutchison Technologies discusses Group-X Audio “The meteoric rise of studio-based fitness has made Group-X audio a hot topic once more” Just as gym owners had it sussed, Group-X went and evolved. Volume and bass thudding from the studio might have signalled a serious group workout in simpler times, but today’s fitness operators and their tech-smart members are looking for experiences that are more refined and defined. We take a look at the audio and acoustic challenges facing Group-X operators today.

W h at ’ s d i f f e r e n t ? Fitness in general is increasingly about the “experience”, and since studio class environments are so structured and controllable, Group-X has been leading the charge. Related to this is a steady shift in demographics: self-assured professionals with busy lives, disposable income, and their finger on the technology pulse, and a younger generation of digitized, selective Millennial gym-goers bringing up the rear. Together, they demand unique and engaging fitness experiences that get to the experience point. While this call has largely been answered by the rise of the boutique, many of its principles are filtering into the fitness industry as a whole. It’s no secret that music can have a positive influence on mood, but it’s only recently that operators have started to understand how and why they should be leveraging this to full effect. A well-considered playlist with varying BPM is a powerful pace-setting tool that will drive the class dynamic, and carefully curated content will help make your brand and experience message intelligible in every Group-X class.

W h at ’ s t h e s a m e ? At its heart, one thing hasn’t changed – Group-X audio is still all about foreground sound, but today’s audio 48


needs to be rich and multi-dimensional instead of flat and in-your-face. Likewise, quality of instructor speech is a heavily member-facing detail and enduring topic of changing room chat. Class-goers don’t want to be bombarded with woolly instructions that they have to strain to understand. Noise bleeding from Group-X studios is an occupational hazard that members have put up with in the past, but is there really any reason that people enjoying other areas of your venue should have their own fitness experiences disturbed? In such demanding times, it’s always worth considering how the delivery of your Group-X audio experience impacts your brand experience as a whole, and doubly worth bearing in mind if your studio is located in close quarters with neighbours who might be bothered by the noise.

Sound versus Noise The bottom line when it comes to great Group-X audio is the distinction between sound and noise. Noise is what your intentional studio music and instructor speech become as soon as they are distorted or unwanted, but you can combat this by thinking carefully about your Group-X sound system design as well as the acoustics of your space. Audio and acoustics are two sides of the same coin, and they need to refer to each other if you want to optimise your studio sound.

Ac o u s t i c s For a number of years, it was common industry practice for studio interiors to be mirrored for aesthetics and class motivation, but this reasoning fails to take into account the acoustic challenges it creates. Reverberation is a typical acoustic property of mirrored spaces but is highly degrading to sound. It occurs


gh the noise of o and acoustics when soundwaves bounce back from hard or reflective surfaces creating a doubling or echoing effect. If operators want to preserve brilliantly clear audio that doesn’t sound muffled or confused, it’s critical that they create an acoustically absorbent environment which minimises reverberation. Many operators who are evolving their studio spaces are choosing to phase mirrors out, but if they are integral to your studio design, there are a number of other robust and attractive solutions that can be integrated during the build or retrofitted at a later date. These include acoustic baffles, panels, and other material finishes that a specialist will be able to recommend. Keeping sound isolated within the studio (or regulating noise outside the studio) is the second major acoustic challenge. It’s crucial that an acoustic specialist assesses a studio space to identify paths of noise transmission. Air ducts, pipes, window frames, speaker brackets, and roofs are all liable to transmit unwanted noise, but there are various methods of decoupling available to prevent sound energy transferring to weak points in the studio structure that can then be heard (or felt) elsewhere.

Audio Once studio owners have acoustically optimised their space, then audio really comes into its own. From premium stereo systems to more economical alternatives, there’s a range to suit everyone’s needs. What’s more, intelligent studio design will go a long way to optimising your stereo performance regardless of the price point or brand. Rather than the standard duo of mammoth cabinet speakers facing onto the class, an

audio professional can strategically position multiple smaller speakers around your studio for full and equal audio coverage and enhanced quality of sound. Behind the scenes, an intelligent AV rack design will enrich the audio experience for operators and class members alike. You’ll need multiple audio source inputs for flexibility; a wireless microphone system; a reliable mixer; and a good equalizer will give your acoustics a hand by adjusting music output for echoing spaces. One of the most useful functional add-ons for studio owners on a day-to-day operational basis? Security features. Protective facing on amps, a limiter, and a smart digital management system will prevent unwanted hands interfering with your carefully calibrated settings, and will let you set a maximum volume limit so your neighbours are never disturbed.

Ta k i n g C o n t r o l The most progressive technology gives instructors complete control of the fitness experience they want to create. Audio, video content and full effect lighting can all be customised and adjusted from a single user interface that streamlines complex AV commands into a manageable, instinctive form. Usually accessed via a simple iPad, this highly intuitive control technology lets instructors customise their own classes with awesome music content tailored to the class, and removes the need for the AV rack to be located in the studio space. These systems require no formal training on the part of the instructor, and are an exceptionally efficient and intuitive way of delivering a professional fitness experience.

If you’d like help cutting through the noise of Group-X audio and acoustic innovations, get in touch with Hutchison-t. We’re launching a brand new website soon, so why not visit us there? Find us at www.hutchison-t.com




WORK OUT YOUR BRAIN Daniel Nyiri, Founder of 4U Fitness, explains how to improve your business by improving yourself

“If you let your learning lead to knowledge, you become a fool. If you let your learning lead to action, you become wealthy!” —Darren Hardy

When the reporter for the “Chicago Tribune” called to discuss making my first million, I referred back to one of my role models, investor and businessman Warren Buffett. I said, “Buffett says that he reads at least four hours per day. If you want to be a millionaire, you have to be the best at something, and the only way to get ahead is to keep feeding your mind.” It’s reported that Buffett spends much of his day reading newspapers, books, financial statements and reports. Granted, the average person can’t devote most of the day to reading. What you can do, however, is take advantage of every learning opportunity, such as:  Attending business and investment conferences and seminars  Taking online courses  Finding a business mentor  Reading 15-30 minutes per day As an entrepreneur and business owner, you have one job. Advance forward, know what you want. This means that you should have a plan for 10 years from now because when 50



That’s what this article is all about – making yourself a better person. Thus making your business and community better in turn! When you learn new skills, read about new ideas and connect with others, you build that capacity. You have the vision and the ability to communicate it. You stay focused on personal growth and business growth – you regularly check on your plans and goals and reflect that back to the culture and vision of the company. You need to be able to replicate your business as an entrepreneur. This means everything should be systemized and able to run without you. You could open 10, 100 or 10,000 locations the same way because you have a working system for the business itself and for the employees in it. A good gym owner never stops learning. A good gym owner reads books and analyzes the market daily. A good gym owner never stops adapting to new technology and innovations. Simply put, when you get better, your business gets better, too.

Hire away

you know exactly what you want, you can begin to build it backwards. Adjust everything to make that plan the reality. Construct it. Prepare your business and yourself for growth. Ask yourself the right questions. What do I want this company to become? When? What will it take to get there? How much equipment and how many people do I need? How big does my gym need to be to support all of this? Do I need more than one location? When you craft the answer to these important questions, then you can plan it out. All businesses without a plan will fail, end of story. Without a plan, you are just winging it and have no idea what is going to happen next. Keep your mind sharp and your plan moving forward.

Let your business serve the rest of your life Why do 9 out of 10 gym owners fail to find a mentor, attend seminars, read, research and create a plan?

As a business owner, you need to focus on one job and one job only: business owner. That means that you can’t be a manager and you can’t be a personal trainer. You need to hire those positions out and fill them with the best candidates available. Make sure you assign the right job roles and responsibilities to the right people, focus on your employees’ strengths and assets and make assignments accordingly. At our studios, we have one person responsible for all leads and scheduling, another person responsible for consultations, and another for free week trials and turning those trials into sales. And we have a manager who keeps them accountable. If any of the above people turn in their monthly report sheets and something doesn’t look right, the manager has to be able to fix that. He/she creates accountability, which includes addressing issues but still celebrating successes and achievements. A logical chain of command, clear roles and responsibilities, and a tracking system are all essential to your business’ success – and to ensuring that you don’t work every hour of every day. Make sure you provide value every step of the way – in every service and interaction. Once you have done that and have finished your operation manual, you will be able to hire people with an average skill

The problem is that most gym owners started out as personal trainers, so they focus on things to be done instead of what the business should be doing. An owner will ask how is the business working and the personal trainer will ask what work needs to be done. The personal trainer looks only on the inside for income from personal training clients. The entrepreneur looks at the entire business from the outside for overall results. At some point, you should realize that your purpose in life is not to serve your business, it is actually the opposite. Your business’ purpose is to serve your life and then finally you can go to work on your business instead in your business. You will have more free time, more money, and a better life. NOVEMBER 2017



set. You can hire people with a basic PT certification and teach them your system and all they have to do is follow your ordinary but amazing working system. Instead of hiring for skills and certifications, hire for your core values and culture! Once you have this all figured out you need to make sure that your trainers deliver exceptional and consistent service. Your studios should have a familiar feel. This is about creating a culture. It entails matching uniforms (that your staff actually like and want to wear!), listening to feedback from both staff and clients, and showing you care in everything you do. If you have all this in order, your clients should be very happy because you have a working, consistent system where every single time they come in they will receive the same amazing experience.

Set the right tone How can you establish a mission and vision if you are too busy training or managing? You can’t. As a leader, you are responsible for hiring the right people, imparting your vision and then letting your employees shine. You will still need to coach your managers and key people. Initially you should be able to offer 1-on-1 coaching and development sessions where you focus on strengths, opportunities and next steps. During coaching sessions, you will help your team come up

with goals of their own. By the way, you should never tell them what you want. You should make them want to do it by themselves. There is a difference. If you tell someone, I want you to get 10 clients by the end of the month, that’s telling – it’s not very inspirational. Instead, give them a choice and encourage them to do the impossible. Ask, “Do you think you can get 10 clients by the end of the month?” If they agree, then it’s their choice – not yours. Your employees will be far more successful when they are truly invested in their goals. Along those lines, make sure that you place a priority on these coaching sessions – try to never cancel (if you ever do so, it must be for a very good reason or your employees will think they aren’t important). Schedule a full hour for each employee per month. If you think you need more than one per month, then schedule 30-minute sessions more frequently. At these meetings, you should focus on goal-setting, expectations and next steps. Come up with a precise plan so there is no confusion. At subsequent meetings, you can discuss processrelated topics more than results to keep the conversation flowing. Always give detailed feedback, as constructive as possible, on their performance and do not hold back anything. Confronting issues head-on and in a timely manner will prevent bad habits from forming. All of this work and dedication will ensure that you can enjoy work while you are there, but that you still have time to enjoy family and friends, hobbies and life away from the gym as well.

Daniel Nyiri is an entrepreneur with one goal: to revolutionize the fitness industry. Find out more at www.4u-fitness.com.

PT OF THE MONTH & PT’S VIEW POINT For further information and to register your interest contact: pw@gymownermonthly.co.uk




“WINNING IS EVERYTHING” We talk to Dr. Vern Neville, Founding and Managing Partner at ESP Fitness How did you get into the fitness industry? I have been obsessed with fitness all my life. As a school kid in South Africa I wanted to be the fittest athlete on the field and played every sport I could, with my passions being Rugby and Motorcross. I started weight training at 16 to get stronger for Rugby, and was intrigued about the design of resistance machines. At University I bought a welding machine and began repairing some of the broken racks and benches in the old spit-and- sawdust Rugby gym. This then led to designing and building squat racks, benches and strength machines for the gym and the start of a company building fitness equipment, which I later sold to open a performance training gym specialising in developing and training athletes, including training the South African Netball team, the South African Rugby Academy, and many top international athletes in Rugby, Hockey, Cricket, Olympic and Paralympic sports. My professional rugby career then took me to Italy which later presented an opportunity to sail for the Italian America’s Cup Sailing Team, PRADA, in the 2003 and 2007 America’s Cups. While completing a Doctorate in Sports Science and Sports Medicine, I consulted for numerous international sports teams in Formula 1, NFL, NBA, Soccer, Hockey, and Olympic sports, and have visited over one thousand gyms and performance training facilities worldwide. I also consulted for Technogym for over 10 years, on the design of their PureStrength range, and the Top XT and Excite Top arm cranks.

Tell us more about ESP Fitness ESP Fitness (Elite Sport Performance) was founded prior to the London Olympic Games in late 2011, by myself and former Olympian and Sports Performance coach, Tommy Yule, and a select team of world leading professional Athletes, Engineers and Sports Scientists, with the aim of helping professional athletes maximise their athletic potential. We believe that performance sport is about WINNING. It’s about being the best; taking the checkered

flag, the podium, the medal, the trophy. To be the best requires not only a well-structured plan, but attention to detail; minimising the influence of chance and increasing the certainty of achieving goals. We are passionate about helping athletes (and the inner athlete in every person) to develop their true athletic potential by providing a combination of world leading equipment and outstanding science based educational programs. We have designed our products to inspire confidence and competition. Our aim is to provide the tools to become mentally and physically more powerful than one could ever imagine. ESP’s values are based on knowledge, innovation, experience and teamwork in elite sport, which we believe are essential to the foundation upon which ESP can help create your winning sporting environment. This is the core essence of ESP. ESP is an innovation company. Everything we do is about creating the best products and experience for athletes to become winners. We don’t just sell fitness equipment, we provide an experience. Anyone that chooses ESP, buys into NOVEMBER 2017



energy absorption and fitted flush to provide a seamless flooring system throughout the facility. GYMflor™ provides a durable surface that will protect the subfloor from heavy impact, reduce vibration and impact noise, while also reducing the risk of muscle and joint injury.

What sets ESP Fitness apart from it's competitors? 1. ESP represents Elite Sport Performance where Winning Is Everything. We don’t compromise on performance. Our DNA is professional sport. We design and build our products for the best athletes on the planet. Athletes like Connor McGregor, Sir Chris Hoy, Rio Ferdinand, James Milner, Micky Yule to mention just a few. We understand what it takes to be the best; our Board have almost all competed at the highest level in sport, including two Rugby World Cups, six America’s Cups, two Olympic Games, three Commonwealth Games, and six World Championships, with an unrivalled understanding of the requirements and demands of sport and fitness. the brand for life. Once you own an ESP product, you become a member of Team ESP. Every ESP product is meticulously designed with the end user in mind for maximum functionality, is simple to use and user friendly. Our products are over engineered to be robust and maintenance free. We want our products to last a lifetime. We don’t want our customers to have to replace products every 5 years, which is why all our steelwork carries a LIFE-TIME WARRANTY. 

2. E  SP equipment is built for life and every item carries a lifetime warranty, which means that if you have any problems with any ESP equipment, we will replace the item immediately; this is our guarantee of excellence. The quality and durability of ESP equipment and flooring is unrivalled, and only the best materials are used to build the world’s best strength, power and functional training equipment.

The 3 main pillars of ESP are 1) Fitness Equipment; 2) Performance Monitoring Technologies; and 3) Acoustic Gym Flooring.

3. E  SP is proud to be a British company making use of the very best of British engineering and manufacturing. All installations, servicing and maintenance is carried out by ESP qualified staff that understand our obsession for perfection. Having our own factory and design studio in the UK allows us to offer creative customised solutions to fit any facility, from the tightest of spaces such as The European Golf Mobile Physiotherapy Truck, to the most challenging acoustic environment seen at Performance Ground London.

1. EQUIPMENT: ESP specialises in strength and power training, free weight training and ‘functional’ training equipment, with our design emphasis following our MFP™ training philosophy of maximising Movement, Function and Power. Core products include Power Racks, Lifting Platforms, Functional and Crossfit Frames, Benches, Modular Storage Systems, Weights, Bars, Training Blocks. 2. TECHNOLOGIES: ESP’s state-of-the-art force plate system STRENGTHsense™ is the world’s most advanced and innovative ground reaction-force plate system with real- time athlete performance feedback, and seamlessly integrated into ESP’s Power Racks and Lifting Platforms with no visible cables or fittings. The STRENGTHsense™ precision software provides real-time performance data such as power, velocity, eccentric and concentric forces to allow athletes and coaches to make informed training decisions in real-time. STRENGTHsense™ is ideal for peak performance monitoring, training technique development, rehabilitation progress and talent identification. 3. FLOORING: If vibration and noise is an issue in your gym then you need ESP’s new high technology acoustic impact flooring, GYMflor™. GYMflor™ is the worlds most advanced specialised gym impact flooring system designed to reduce noise and vibration of dropped weights and impact activities. The multi layered flooring is constructed from specially engineered materials for 54


4. E  SP is one of the only strength equipment company’s to have advanced software solutions integrated into our strength equipment, which provides realtime performance feedback for athletes, coaches and trainers to make informed decisions on training performance. The future of training is to be able to objectively quantify ones performance. It’s no longer about how much weight is on the bar, but competitive sport (and even fitness training) is all about generating power. Our STRENGTHsense™ and ELITEform™ technology systems take training from being a hit and miss art to a results driven science. 5. ESP has an impeccable reputation in high profile sport and is the preferred partner to many of the world’s top sports teams like the UFC Performance Institute in Las Vegas, the City Football Group (including Man City FC and New York City FC), and The FA, as well as leading commercial gyms like Virgin Active, ThirdSpace, Fitness First and DW Fitness. 6. ESP’s GYMflor™ Impact acoustic flooring is the most advanced acoustic impact flooring system on the market than can mitigate noise and vibration of dropped weights (including olympic lifting, dumbbells, kettlebells,


plyometrics and the like). We have spent a considerable amount of resource on developing a product that can allow for a functional gym within a residential or office building without any issues of noise or vibration. 7. By choosing ESP strength and power equipment one becomes a member of an exclusive team of high performance individuals that understand that ‘WINNING IS EVERYTHING’ when it comes to one’s fitness and sport goals. We understand that it is a competitive market out there and it is difficult for a customer to discern which equipment to purchase, but ESP is not just the best strength equipment in the world, ESP is a brand; ESP is a philosophy; ESP is a culture. If ‘Winning Is Everything’ to you then there is no other partner than ESP.

What are your biggest challenges you face in your business? I don’t think we really have any major challenges; we see any challenge as a potential opportunity. The majority of strength equipment in the UK is fabricated in Asia, Eastern Europe or the USA, where the cost of labour (and materials) is considerably less than in the UK, which means that our margins are a lot lower than most of our competitors. But this presents an opportunity for ESP to react quickly to the fast evolving market and allows us to provide customised solutions to our clients, that most other suppliers are not able to offer. So we see this as a great opportunity and we will continue to fabricate our flagship products locally and to provide a bespoke service to our clients.

What’s the best lessons you've learned from the fitness industry? Keep innovating. Don’t ever stop pushing the boundaries of creativity. To be the best, one needs to stay ahead of everyone else. ESP has over 100 first to market designs and we have been copied by almost every equipment supplier in the UK, including the world’s biggest, Technogym. Although it is extremely frustrating that fitness companies with almost unlimited resources in R&D would copy our designs, it does confirm that ESP is the market leader in strength and power training. We have also learned the importance of being authentic to the values of our brand. Not to be distracted by the commercial volume market, but to stay true to what we are good at. ESP is a performance brand. We are chasing perfection in everything we do. We are continually challenging ourselves to design better, more innovative equipment, to provide athletes with the very best opportunity to reach their athletic potential. 

and how we can develop that now to give our athletes and clients a competitive edge. We have some exciting partnerships that will be announced soon, which will catapult ESP into the international market. We also have some exciting products launching this next year, including a new version TOTALPower™ Power Rack and a full range of high performance benches and strength machines; the new DEADBall™ Throwing Wall, which can be installed into almost any facility and is designed to minimise noise and vibration when throwing medicine balls; the TOTALGarage™ Home range of strength and power products, designed to fit into smaller spaces and garages at home or a small PT studio; and the TOTALInclusive™ Disability range of products for athletes with disabilities to maximise their training.  Earlier this year we launched TOTALStorage™, an Advanced Modular Storage System with over 40 different brackets to fit almost any fitness training accessory, now we have some exciting new interactive applications for TOTALStorage™ to be released later this year. We are also launching the ESP Winning Is Everything Conference in 2018, which will be based around the Business of Sport. This will be an event like none other before, so don’t miss it. 

In your opinion, what is the current state of the UK's fitness industry? The UK fitness industry is very strong, but it is evolving fast. The next few years is going to be a very exciting period in the UK fitness industry. The market is evolving and becoming a lot more discerning and demanding a greater quality product and service. The commercial fitness market is changing; the larger mid-range gyms are going to struggle, whereas low cost, low staff gyms are doing well and we are going to see an increase in high quality boutique gyms, offering top quality equipment and service. Facilities are generally becoming smaller, with the versatility and functionality of equipment becoming more important. Real estate is more expensive and every square foot needs to become more efficient, with equipment catering for more people, doing more exercises. Equipment designs are going to change as a result. People are also becoming more time conscious and we anticipate that there will be a shift to investing in high quality home gyms, an area that ESP has considerable experience.

What’s next for ESP Fitness? ESP Fitness is a brand that everyone in the fitness industry will associate with high performance and exceptional quality. The next 12 months is going to be an extremely exciting period for ESP. Our focus is very much on what we can do as a brand to add massive value to our clients. We are continuously challenging ourselves to think 5 to 10 years ahead; to what Athletes will need in the future NOVEMBER 2017


SIBEC 17 Europe

8-11 November 2017 Don Carlos Leisure Resort & Spa, Marbella, Spain What do you get at SIBEC? • Guaranteed pre-qualified audience of key decision makers • Pre-set appointments with buyers of your choice • Limited competition • 2 full days of exceptional networking • Unparalleled value for money • High quality seminar programme

Your best marketing spend this year! For more information contact: David Zarb Jenkins, Event Director dzarbjenkins@questex.com Tel: +356 99448862



EASY NUTRITION Chris Zaremba, our fitness over 50 expert, outlines his approach to nutrition It’s not the easiest thing in the world – this good-nutrition lark. It’s OK to eat good most of the time, but sometimes we want to really nail it – looking good for a contest, an event, for a holiday, perhaps. With the best will around, if you eat really healthily and nutritiously sometimes, it’s the remainder of the times that will catch you. And if we want to be precise about it, it can be confusing, time-consuming and difficult to do – perhaps a bit of all three. I’ve been in that position myself – wanting to get very good nutrition, but not wanting it to be difficult to achieve or to plan. So I’ve come up with an approach called Easy Precision Nutrition, which is designed to make life easy and still get the nutrition to the level of detail for which you are looking. It’s my own system, based on a lot of reading, listening and self-experimentation. I’ve used it during my own years of fat loss and a bit of muscle building since the age of 50 – and the system has helped take me from a health and fitness disaster to a fitness model champion – so I venture to suggest it’s probably got something going for it. I believe the Easy Nutrition guidelines are good for just about everyone and all the time – not just me, not just the over 50’s and not just pre-event. I describe them below to show my own use of the approach, and also in the hope that you can adopt these ideas as your own fitness nutrition plan. I hope to show you that it’s possible to combine the precise nature and still make it easy – thanks to some calculation short-cuts. There’s also some exercise guidelines to go with it. A key point is the system assumes you are being good with your training in following three exercise guidelines. These are (1) a 30-40-minute pre-breakfast cardio session (or 20 minutes HIIT cardio) on at least three days per week, and (2) a resistance training workout later in the day, again on at least three days a week, and (3) that you are doing a good amount of walking – at least 15,000 steps a day, averaged out over the week. Easy Nutrition consists of 5 steps – (1) determining daily calories, (2) dividing calories into macronutrients, (3) timing

of those macronutrients over the day, (4) setting portion sizes and finally (5) the specific foods selected to achieve these objectives.

Determining Calories The target daily calorie amount is the starting point for all that follows in EPN. And I’ve devised a simple calculation that works. To start with, simply divide your weight in kilos by 3, and multiply by 100. I’m 75kg, so that becomes 2500. An easy start, I hope you agree! Next you add 10% if you want to add overall bodyweight, or take 10% off if you want to reduce weight. This assumes that the amount you want to change your weight is no more than 10% of your current weight. If the change you desire is more than that, then add or deduct 20%. So, I’d like to be 72kg for my next contest in 8 weeks time – a weight that has worked for me in the past – and as that’s a drop of less than 10% of my current weight, I’m taking 10% off my calorie total – to come down from 2500 to 2250. Another example, let’s call him John, is someone who is 90kg but would like to be 80kg - his first calculation gives a calorie total of 3000 and the 20% off – as the target drop is over 10% – gives a target of 2400. Once he is down a couple of kilos, and within 10% of target, John would recalculate based on his current weight and a single 10% reduction. So, we have a daily calories amount calculated in the easiest way I can think of. Next, is to divide those calories into amounts of macronutrients, for which I have a remarkably easy way of doing.

Dividing Calories into Macronutrients I’ve tried a few variants on this but always come back to the one that it is easiest to calculate and seems to works best for me – 40% of calories from protein, 40% from carbs and 20% from fats. It’s easy to calculate the total daily grams of both protein and carbs, as NOVEMBER 2017



for both this number is 10% of the calories. Let me say that again, it’s important and not intuitive : the target grams of protein per day is 10% of the target total daily calories. And exactly the same for carbs: the target grams of carbs per day is 10% of the target total daily calories. So for me on 2250 calories per day, that is 225g of both protein and carbs. So if your calculation of daily calories resulted in your target of 2400 calories per day, then the number of grams of protein per day is? Correct – 240. And how much carbs? Correct again – 240g. Can’t get much easier than that – it’s called Easy Nutrition for a reason! Sadly, I can’t get fats to be so easy. You have to use a 2.2% number instead of the 10%. So 2.2% of my 2250 calories per day gives me 50g of daily dietary fat. But there is a slightly easier way to work this out this that saves reaching for the calculator – take 1% of the target daily calorie number (that’s easy), then double it (that’s easy too) then add 10% to what you now have (ditto). So our 2400 calories chap becomes 24, then 48, then 48+5 = 53g.

Timing Over the Day Two key principles I have for timing actually work very well with each other – I’ve written about both of these ideas in detail before. Firstly, there is a 12 hour daily fast – overnight, easily timed so that if you plan breakfast at 8am, then your last calories are the previous night is at 8pm. And if you’re not eating until 10pm one evening, then delay breakfast until 10am the next day. Easy to understand? Glad you agree! You are allowed anything without calories during the fast period – water is always good of course, and in the morning, pre-cardio, I recommend a black coffee or a fat burner supplement. The second principle is to eat five times a day at three-hour intervals. So if you breakfast at 8, then snack at 11, lunch at 2, afternoon snack at 5, then dinner at 8. These are all approximate times, of course, if you followed the two rules exactly, you would never leave this eating pattern timetable! But do try to preserve the 12-hour overnight fast, and eat five times a day at roughly equal intervals. There actually is a sixth bit of eating – it’s a protein shake and some fast carbs that come straight after my resistance workout and is in addition to the meal and snack schedule. I don’t adjust the three hour gaps between meals and the two snacks for this, it’s just an additional calorie input – making six eating times per day – I call it a 5+1 eating schedule. Five scheduled meals (3 lager and 2 smaller) and that additional post-workout shake and carbs.

Portion Sizes So now we know our overall calories, and total daily grams of each of the three macronutrients. We also know when during the day we’ll be sitting down to eat. The next part, is to how to split those daily totals into the 5+1 times a day we eat. And guess what, there’s an easy way to do that, too. Starting with our target daily calories just divide that by 10 to get what I call a block. So for with my 2250 target, each block is 250 calories. Big meals are meals 1, 3 and 5 – breakfast, lunch and dinner = 58


and to those, you allocate two blocks. Small meals are meals 2, 4 and the ‘+1’ – mid-morning, mid-afternoon and postworkout. And to those you allocate one block. So, I have targets of 500 calories for the three main meals, and 250 for each of the three smaller meals. That comes to 9 blocks (2+1+2+1+2+1). It’s great to spread the macronutrients equally over the course of the day, but that really is quite hard to hit – so just try to get it right over the course of the day. Getting it right? That means being with 10% of your target on calories and each of the macros. You’ll never hit it spot on. So, a good day for me has total calories of 2250 (but within 10% either way), grams of protein of 225 (but within 10% either way), grams of carbs of 225 (ditto), grams of fats of 53 (yes, ditto). Of course, when I hit my target weight of 72kg, I’ll by looking to do the calculation again, but without taking off the initial 10% ‘weight-loss’ number. That will move me up to 2400 calories, and targets of 240g/240g/55g.

Food choices I’m not going into food choices in this article, you should investigate options within your own preferences. If you want some suggestions, take a look at the two Easy Nutrition videos on my video wall – www.bitly.com/ChrisVideos. I strongly recommend you use a food planner such as MyFitnessPal to plan your food and record it over the course of the day. Set up your target calories and macronutrient ratio, and go from there. The number one tip is to enter everything for the day at the start of the day, what you expect and plan to consume. Then you can make changes over the course of the day if anything unexpected happens, and you can easily see the effect on the end of day totals of making that change (and maybe modify some of your behaviour later to cope with that).

Conclusion There are many more scientific routes than the one I use for this job, but this is the one that works both for me and my clients. Try it for yourself, see if it does the job for you – and let me know!


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WE PRIDE OURSELVES ON YOUR APPEARANCE Often when you need a machine to be re-covered, there’s a worry that it won’t look as good as before. You may consider ordering a pad from the manufacturer, or sending the pad off for repair, but then the machine will be out of action for several days or longer, either way the costs can be off-putting. Our on-site service means your machines will only be out of action for up to 30 minutes.

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UK’S FIRST ON DEMAND FITNESS APP BOOSTS GYM AND STUDIO OWNER REVENUE E2 is a new on demand fitness app connecting busy fitness enthusiasts with two-hour gym sessions and oneoff classes in real time. In doing so, it’s helping gym and studio operators attract footfall and increase revenues any time they have any spare capacity. All without the risk of overcrowding, since they control the number of places on offer as well as the prices they are offered at. Founded by ex-city accountant and IFBB/WBFF Figure Pro Athlete Eleni Plakitsi, E2 operates on a simple 20% booking commission. With no monthly fees and no contracts, it also offers a flexible option for busy E2 customers looking for the freedom to work out at a time and place that fits into their life. “We know that gyms and studios aren’t always busy 100% of the time,” said Plakitsi. “That’s why I created E2. It allows venues to introduce a new revenue stream by attracting new users to the gym floor or filling up classes. And it also provides E2 users with a unique opportunity to gain access to premium gyms and studios they may otherwise never go to - increasing the chance they become members in the future. It’s a win-win.” The app is simple to use, allowing venues to list gym sessions and classes up to 30 days in advance. Users can invite a friend and share their bookings via social media, generating awareness for a specific gym or studio. “It’s easy for operators to list under-capacity classes and gym times on E2,” said Plakitsi. “For many people, committing to a specific time or place can be a challenge. We change all that.”

New and exclusive premium venues cover the length and breadth of London and include the following to name just a few.  Bests Boot Camp (Charing Cross)  F45 for HIIT (Farringdon)  H2 Bike Run (Victoria)  Kick Boxing at Soho Gyms  Mob 45 (Farringdon)  Parkour at the Chainstore (East India Dock)  Pilates at Soho Gyms  Resistance at Project Fit (City)  Cyclebeat  Stars Gym (Battersea)  Swimming at The Peak Health Club & Spa (Belgravia)  Yoga at Chelsea Health Club & Spa (Fulham)  Dolphin Square Fitness (Pimlico)  Imagine Health Club & Spa (Kensington) Nobody else in the market can offer on demand access to such a wide range of fitness activities and venues – and more new partners are joining on a daily basis.

The E2 app is free to download. Search Esq2 in the AppStore or Esquared on Google Play. Currently available for Londonbased venues, it will be expanding to offer fitness on demand at new UK and global locations in the coming months. NOVEMBER 2017



Ask The Expert Do you have a question that you would like to see answered in this feature in a future issue? Email ns@gymownermonthly.co.uk

Litigation Stephanie Bonnello, Senior Associate at Couchmans LLP provides a general overview of what litigation is, as well as tips for individuals and businesses in the fitness industry

Possible disputes There has been a lot of focus in recent years on gym customer terms and conditions, with many gym goers having successfully challenged their termination rights, arguing that lengthy minimum contract terms with no or unfavourable break provisions are unfair. Given how valuable a business’ brand or other intellectual property (IP) can be, it’s not surprising that there are often IPrelated disputes in the fitness industry. Whether it’s preventing a competitor from infringing a trademark or protecting the copyright in a special fitness program, it’s important to protect a business’ IP. Similarly, personal injury claims are not uncommon in the fitness industry, with the contractual status of personal trainers often coming under legal scrutiny – are they classed as employees or independent contractors? This can have implications on whether the gym or the personal trainer is liable if a client is injured, and whose insurance policy ought to cover the claim. Whether it’s protecting your brand from an intellectual property perspective, making sure you’ve got the right set of customer terms and conditions in place, reviewing the key provisions in your contracts with the people who work for you or properly structuring any other commercial arrangements, it’s essential to keep all areas of your business under review to minimise the risk of becoming involved in a legal dispute.

Costs The general rule in litigation is that the unsuccessful party will be ordered to pay the costs incurred by the successful party. However, a successful party shouldn’t expect to recover all of their costs; even in the absence of any unreasonable conduct which has led to increased 62


costs, a successful party can only expect to recover around 60 – 65% of their legal costs. But if a party has breached the Civil Procedure Rules (CPR), for example by unreasonably refusing an opponent’s offer to attend a meeting to try to settle the claim, the court has discretion to impose costs penalties against that ‘offending’ party and could order them to pay a proportion of their opponent’s costs, even if they go on to win the claim. Similarly, if a party rejects an offer to settle the claim made by their opponent but doesn’t go on to beat that offer at trial, they could face severe costs sanctions and end up having to pay some of the other side’s costs and/or not being reimbursed for their own costs. The costs of pursuing a claim through the courts should always be considered carefully at the outset of any dispute, before legal proceedings are commenced.

Funding If you have a claim against another party, there are various different methods of funding that claim. Some lawyers are prepared to enter into conditional fee agreements (CFAs) with their clients. A CFA allows a lawyer to charge a success fee on top of their normal fee if the claim is successful, and they will charge either a reduced fee or no fee at all (often referred to as a ‘no win no fee’ agreement) if the claim fails. Other funding options include legal expenses insurance, after the event (ATE) insurance and third party funding.

Pre-action protocol The CPR requires parties to communicate to try to resolve their dispute before legal proceedings are issued and sets out a procedure, which parties ought to follow before any


claim is commenced. If a party fails to comply properly with these pre-action requirements, the court has discretion to award costs against them.

Settlement and alternative dispute resolution The courts strongly encourage litigants to try to settle their disputes. Parties should consider what methods of alternative dispute resolution (ADR), for example, mediation or arbitration, might be used to try to resolve their dispute. An offer to settle can be made by either party at any time. Settlement discussions often take place on a ‘without prejudice’ basis, meaning that they are ‘off the record’ communications that generally must not be shown to the court. For communications to be ‘without prejudice’, they must be clearly marked as ‘without prejudice’, although the inclusion of these words alone will not necessarily make the communication ‘without prejudice’ if it is not made in a genuine attempt to settle a dispute.

Enforcement Another issue that all claimants should think about before issuing legal proceedings is the prospect of being able to enforce any judgment they may obtain. Being awarded a sum of money by a court is a hollow victory if the opponent does not pay. If a claimant wins their case, can and will their opponent honour the court’s judgment? If the defendant won’t pay voluntarily, the claimant will have to take steps to enforce the judgment, which can involve arranging for the defendant’s assets to be seized and sold, or obtaining a charge over its property, and which will inevitably involve further legal costs.

Disclosure The English legal system adopts an ‘all the cards on the table’ approach when it comes to litigation. Save for certain types of documents, litigants are required to disclose to the other side all documents in their control that either harm or assist either party involved in the dispute. The definition of ‘document’ is very wide and it includes all media (not just paper) in which information is held e.g. text messages, tweets, videos, audio, equipment etc. Given that most business is now done electronically, even a relatively straightforward dispute can generate a large number of disclosable documents. Depending on their content, communications with lawyers will usually carry “legal advice” privilege and so won’t have to be disclosed to the other side. As soon as litigation becomes a possibility, parties are required

under the CPR to ensure that all documents relevant to the dispute are preserved (including ones that may harm their case). This includes documents that might otherwise be destroyed if there’s a general policy in place to destroy documents periodically.

General points to note If you find yourself involved in a dispute, it’s wise to act quickly. Make sure you properly understand the details relating to the dispute and address the key legal issues at an early stage. Be clear on your objectives and what you are trying to achieve. It’s sensible to seek legal advice on the merits of the claim and ascertain which course of action will best protect your interests. As a claimant, if you decide to go ahead and start court proceedings, make sure your claim is filed in the correct court (and in the correct country if the dispute has an international element). If your claim is over an undisputed debt, then issuing a claim in the courts is not necessarily the right option and you may well be better off commencing insolvency proceedings against the debtor. If you are a defendant, there will be a strict timeframe within which you must respond to any claim issued against you. Failure to file your defence in time will allow the claimant to win the case by default.

Prevention is better than cure Protect your business by reviewing your commercial contracts and other business arrangements regularly and making sure they properly reflect how your business should operate. Make sure that any agreement you enter into clearly sets out the contracting parties’ rights and responsibilities so that everyone is clear what they have to do to satisfy their obligations. In particular, review your termination rights, as well as those of the parties you’re contracting with. It may sound simple but consider who you’re contracting with. If a company uses a trading name, ensure its full name and company number is included in the contract. It’s best to get all agreements properly documented in writing. An oral agreement is still legally binding, but if a dispute arises it’s much more difficult to prove what terms were agreed. Make sure your staff are fully trained to handle any issues that may arise that could lead to a dispute and that there is a proper procedure in place for ensuring that these are dealt with on a timely basis and by someone at an appropriate level. Whilst not every dispute can be avoided, it’s better to prevent a dispute arising than having to resolve one once it has arisen.

Couchmans is a law firm that provides a full range of legal and business support services to sport, media, tech and lifestyle businesses. Couchmans can provide advice across a range of areas including corporate, data protection, intellectual property, litigation and marketing, sponsorship and advertising. Stephanie is a senior associate at Couchmans and she specialises in dispute resolution. She works with a range of businesses which operate in the sports, fitness, wellness and lifestyle industries. www.couchmans.com and www.twitter.com/couchmans



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Appointments A round-up of industry movers and shakers

Createability ramps up its team With the industry showing no slow down in the redevelopment of old, outdated leisure centres and the launch of boutique and low cost health clubs, Createability has bolstered its team of 39 with four new joiners. Beckett said: “Having worked as an M&E Design Consultant for Createability on a variety of projects over the years I’m appreciative of their forward thinking approach on project developments and looking forward to assisting the team with their continued growth and achievements.” The appointments also include two apprentice trainee site managers, Nathan Clark and Alex Field. Both related to current Createability staff, Clark is Regional Senior Site Manager Simon Clark’s son and Field is Regional Senior Site Manager Chris Grainge’s nephew. Both will complete a two year apprenticeship. The pair, both studying an apprenticeship in Construction Management, will be shadowing Createability’s site management teams and learning all construction disciplines with a view to taking on the role of Assistant Site Managers. Mark Beckett has been appointed as Mechanical and Electrical Technical Manager. Having met Createability’s Managing Director, Ian Cotgrave, more than 20 years ago, when he consulted on a leisure project, Becket has worked on a number of projects for Createability over the years, including the current £8 million redevelopment of Bath Leisure Centre. Cotgrave explained: “Mark is a first rate M&E Design Consultant, degree qualified in Environmental and Energy Engineering and his talented skill set was previously lacking within Createability, where mechanical and electrical components account for nearly 40% of our turnover. Mark will assist the internal teams in all aspects of M&E from initial design and costs through to procurement and eventually handover.”

Cotgrave continued: “We recognise there are skill shortages in construction generally and so we are keen to do our bit by helping to develop young talent. The apprentices will be site-based and involved in all aspects of the construction projects, in order to learn the ropes and give them an allround experience of site activities, including labouring.” Bob Bruce has returned to the company as Customer Care and Quality Manager, after a two year break, and is responsible for the delivery of high quality construction works at site level, ensuring projects are handed over at with zero defects. With many years experience running his own decorating company, Bruce is used to driving quality of finish and his role will focus on continuing to set these high standards across all Createability projects, also acting as the main point of contract post contract completion.

Send your company news to: ns@gymownermonthly.co.uk





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Gom november 17 issue full (3)  

This is the UK's leading Number 1 digital platform for all gym owners, operators and PT professionals. Your guide to the latest trends and n...

Gom november 17 issue full (3)  

This is the UK's leading Number 1 digital platform for all gym owners, operators and PT professionals. Your guide to the latest trends and n...