Gym Owner Monthly - April 2017

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ISSUE 13 // APRIL 2017



MONTH Nick Pugliese, tells us about BORNEFIT gym in Cornwall

Kriss Tottman says ‘Developing a reputation takes time, effort and a thick skin’

L L A M S K THIN G! I B O G D AN son asks ‘what

Paul Swain to’ trainer’? he ‘go makes you t

Big Interview



Emilia Thompson reports on current supplement solutions


Access control, secure lockers + new £1 coin

VITY is I T C E N N CO d experience

CREATE A SINGLE DESTINATION How to add physio and massage to your gym offering

cte Why a connee selling point a uniqu

TECH TALK We explore the latest product innovations





INSPIRE Stand out from your competitors

Elevate your facility and inspire your members with Wattbike Zone Graphics. Designed by our in house team, the graphics will revolutionise any space and provide a unique training experience. Contact our sales team today on 0115 9455450 or and make Wattbike part of the workout.

Welcome... …to the April 2017 issue of Gym Owner Monthly magazine. This month our lead feature is on technology and digital developments, we’ve spoken to leading experts at eGym, Precor, Life Fitness, Matrix and Technogym find out if you’re ahead of the trend on page 20. Elsewhere we’ve got our very first PT of the Month, Kriss Tottman telling us about his career story (page 47) and in his regular column (page 65), Paul Swainson asks ‘What makes you the go-to trainer’? Our practical features cover flooring options on page 32, the team at TEN Health & Fitness provide great insight on how to introduce physiotherapy and massage services into your gym (page 28). We take a look at access control systems (page 39) as well as lockers and the new £1 coin (page 36) - are you ready? We also have great advice from Athliit on how to build relationships and nurture a strong community within your gym, find out more on page 70. Be sure to also check out Ben Coomber’s article on budget superfoods (page 59), who knew that red cabbage packs all that goodness! Finally, this issue heralds our first year anniversary so we would like to thank all our readers, contributors, partners and advertisers for their continued support..

Have a great month! The GOM team



Nathan Page

Paul Wood Tel: 07985 904 549 Tel: 07858 487 357

Keep up to date   @GymOwnerMonthly  gymownermonthly  @GymOwnerMonthly  gym-owner-monthly-magazine

© Gym Owner Monthly Magazine 2016 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.

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Contents TRENDS


20 52



62 47

PT of the Month Kriss Tottman says ‘Developing a reputation takes time, effort and a thick skin.’ The Big Interview We talk to Julian Taylor, Global Marketing Director EMEA, at PHS Global.

07 20

News The latest news and hot topics in the industry.

Tech talk We talk to experts from leading gym equipment brands to explore the latest product innovations.



Appointments A round-up of industry movers and shakers.




Owner of the Month Nick Pugliese tells us about the history behind BORNEFIT gym in Pool, Cornwall.


Weighing up gym security The challenges faced by gym owners in securing both their premises and facilities such as lockers, and the impact of the new £1 coin.





Access control Why networked access control is an ideal security solution for your gym.

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Ask the expert Got a problem you need solving? Our team of experts are here to help.



Fit for purpose Nicholas Egan flexes his opinion on gym flooring installations.


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

65 56

50 59







Show time Chris Zaremba tells us about his preparation for an up and coming fitness modelling competition.


What supplement? Emilia Thompson reports on current supplement solutions and highlights some recent industry advancements.


Strength training Colette Dailie provides insight on strength training.


Budget ‘Superfoods’ Ben Coomber explores ‘Superfoods’ and offers some credible and inexpensive alternatives.



PT Viewpoint Are you connecting with your clients at all levels? Meleane Bourke tells us how she likes to interact with her clients.




Creating a single destination Ten Health & Fitness outline how to add physio and massage to your gym offering.

Connectivity - the future key to success Jochen Michaelis, UK MD at eGym, on why a connected experience is a unique selling point.


How to create a fitness community Kirsten White from Athliit provides five ways to build relationships and nurture a strong community within your gym.


Think small and go big! Paul Swainson asks ‘what makes you the ‘go to’ trainer’?

We're always seeking contributors, if you're interested in writing for us then please contact:

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What’s hot in the fitness industry

EMD UK relaunches with firm plans to combat UK inactivity EMD UK, formerly known as EMDP, has relaunched with increased support from Sport England, a new brand identity incorporating new website and logo, and a clear set of 2017 initiatives to confront and combat inactivity in the UK. As the UK’s National Governing Body for Group Exercise, EMD UK’s key goal is to grow the group exercise market by providing instructors, fitness brands and organisations with the training, support and development they need to engage and inspire people who were previously inactive to take part in group exercise. According to research by EMD UK and YouGov, 29% of current group exercise participants had not previously engaged in any form of physical activity, signifying the importance of group exercise to entry level participants. EMD UK claims that by growing the group exercise market by just 1% a year, a further £2.75M could be saved by the NHS, in addition to the current saving of circa £90M (as certified by YouGov). EMD UK’s key initiatives to engage the nation with group exercise will include:  Supporting “This Girl Can” via its Class Finder website to make it easier for people to connect with instructors and classes in their local area.  Further testing the model of group exercise as a GP referral route for suitable patients. Taking learnings from an initial project with GLL London (Greenwich Leisure Limited), a further two programmes will be implemented in London/South East.  Implementing a Workplace Health Package based on initial

pilots run in London during 2016, championed by the CSPN (County Sports Partnership Network). Five employers will work with EMD UK initially to provide exercise classes for their workforce over a 10-week period. A key piece of work for EMD UK is supporting fitness brands. Whether that’s helping new brands break through or helping existing brands grow through endorsement and development and EMD UK’s open bursary system. The ultimate goal is to encourage more people to work in the group exercise sector, to make fitness classes and activity as widely accessible across the UK as possible. Ross Perriam, CEO of EMD UK, has a very positive outlook for the sector for coming year: “2017 will be an incredible year for the industry and we expect to break 4 million people taking part in group exercise each week, thanks to the amazing brands and instructors who share our vision of a healthier nation. Group exercise is constantly evolving to reflect music and pop culture, making it current, engaging and fun. I expect to see greater integration of tech in both studios and clothing in the next year which will further enhance the user experience, along with a rise in ‘mind’ classes; workouts designed to boost mood and positivity. EMD UK will be at the heart of all this growth, supporting teachers and organisations to deliver excellence”. EMD UK has launched a comprehensive new website at

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Pulse Fitness completes installation at The Hive, Wirral Youth Zone

years of market experience and excellent customer support, they were the perfect choice to ensure that we are providing our members with the best quality equipment available. ‘The Hive’ will be a fully-kitted out facility offering youngsters the opportunity to occupy their minds and bodies with fun activities, learn new skills and socialise in a safe, positive way.” The facility will be open seven days a week, and young people from across Wirral will have access to all the fantastic facilities for an annual membership fee of £5 and just 50p per visit. The centre is scheduled to open its doors on Saturday April 8th 2017, and is expected to receive 2,000 visitors in the first year. ”

Europe’s largest Women's Fitness Festival Be:FIT London is Europe’s largest health and fitness festival dedicated solely to women. Taking place from 28th – 30th April in the London Design Centre Islington, Be:FIT London aims to provide women with the tools to inspire themselves to be healthy and happy in an effort to ultimately improve their lifestyle. Building on their seven-year relationship with national charity, OnSide Youth Zones, the dedicated equipment arm of the Pulse Group, Pulse Fitness has recently supplied and installed fitness equipment to a brandnew £6m youth facility in Wirral. Wirral Youth Zone, named ‘The Hive’ by local young people is a purpose-built centre for the city’s young people aged 8 to 19, and up to 25 for those with disabilities. It will provide a safe environment offering a multitude of activities and services to help raise the aspirations, improve the health and well-being and enhance the prospects of young people across Wirral. This is the 7th Youth Zone in the UK, with proposed centres to open in Chorley, Preston, Barking, Croydon, and Barnet over the next two years. Wirral has the second highest concentration of worklessness in disadvantaged communities in England, and a child poverty rate significantly higher than the national average. Pulse has been working with OnSide Youth Zones since 2010 to provide fitness equipment and enable young people to have access to sport and exercise in a safe environment. Pulse Fitness has kitted out a state-of-the-art 26-station gym at ‘The Hive’ with Series 2 cardiovascular equipment and a range of pieces from the strength line. The equipment is Inclusive Fitness Accredited ensuring all members are able to participate. The centre will also boast a climbing wall, boxing ring, dance studio, skate park, employability and mentoring programmes offering youngsters a truly diverse space to come and enjoy themselves, and help create a happier and healthier generation. “We were delighted to work with OnSide Youth Zones again on this fantastic Youth Zone development,” says Chris Johnson, Managing Director for the Pulse Group. “We have worked closely with the team to create a modern gym with the most up-to-date equipment that will offer youngsters the opportunity to get active and have fun with their peers.” “Pulse have been a reliable partner in the development of our existing Youth Zone Network, so we immediately turned to them when kitting out our newest facility, ‘The Hive’,” says Adam Poyner, Senior Development Surveyor at OnSide. “Pulse’s products are exciting and innovative and with their 8

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The festival is a three-day celebration that includes motivational talks from the top female fitness influencers, complimentary health checks, sports and body treatments, and a shopping village filled with the top brands from the health and fitness industry. However, it is more than just an annual event. Be:FIT London is a carefully nurtured community of fitness enthusiasts that has become an all encompassing year-round brand. Their vision is to be a figurehead for the London health and fitness industry for women and become a hub for the most well-informed and up to date content & advice. Be:FIT London was founded by Telegraph Events in 2014 after a research project which showed that only 1 in 5 women in the UK felt truly happy and healthy in themselves. The festival was launched in the height of the 'strong not skinny' movement and it has built itself on one core objective, to change the focus of the health and fitness industry from body image and aesthetics to health and a happy lifestyle. This positive impact on women is evident by the fact that 92% of Be:FIT London attendees saying that the festival has directly influenced their purchasing decisions, both at the festival and in their day to day life. For further information visit,


F45 franchise launches in the UK F45, short for Functional 45 Training, is the fastest growing franchise in Australia, which is set to take the UK by storm. Founded by former equities trader, Rob Deutsche who spotted a gap in the health and fitness market just over three years ago, F45 has fast become a global fitness phenomenon, spanning 26 countries with 100,000 members and an anticipated 1,150 franchises by the end of 2017.

Counter-terrorism and leadership expert to address Retention Convention 2017

Following its unbridled success in Australia, F45 is now the fourth fastest growing franchise in the world, surpassing even Subway. F45’s ambitious expansion plans across the UK and Ireland, will result in 31 new sites opening over the next 12 months, following the launch of their flagship studio on London’s Tottenham Court Road. Positioned by Deutsche as “the Apple store within the health and fitness arena”, F45 is setting the benchmark in fitness and functional training. F45’s elite Athletic Directors have designed an extensive range of 29 high-intensity, group training programmes lasting 45 minutes which deliver phenomenal results and ensure the end user leaves energised and exhilarated. F45 classes incorporate the latest innovation in patent protected, fitness-based technology for systemised delivery, increased motivation and measurement, as well as post activity workout reporting resulting in an enhanced customer experience. Sessions are fast-paced with a strong community element to ensure users work to their maximum with constant support and guidance from world- class F45 coaches. The global success of F45 as a franchise network has encouraged many athletes, personal trainers and entrepreneurs to become part of this innovative fitness movement due to its relatively low start-up and running costs, turn-key set up and generous return on investment. F45 boasts an impressive array of global brand ambassadors, including internationally renowned athlete and professional English rugby player James Haskell. As F45’s UK Athletic Ambassador, Haskell will also be launching 2 franchises of his own, following the footsteps of dozens of international athlete who have successfully partnered with the brand to improve the lives of the communities they care about. Initially Haskell intends to open one studio in central London and one in the Midlands. “I tried F45 in the USA when I was over there on holiday and found the circuit based training really engaging and fun. It’s all the kind of stuff I would use to get fit for rugby. The class based system works incredibly well, and caters for everyone needs. I think people are crying out for a group, results based fitness programme that is never the same, is fun, interesting and most importantly absolutely delivers on what it says it does. That is what F45 is all about and why I am so delighted to be involved and part of it” Says Haskell.

Counter-terrorism specialist and leadership expert, Steve Jee, is the latest name to join the list of speakers for this year’s Retention Convention - Great Minds Meet in Manchester. Jee spent 20 years in the British Army as a military intelligence officer. During this time he served and commanded on counterterrorism operations in Northern Ireland, Iraq and Afghanistan, and for this was awarded the Queen’s Commendation for Valuable Service (QCVS). He was also a leadership instructor and mentor at the Royal Military Academy Sandhurst. “I am so excited to have Steve on board for this year’s Retention Convention,” said Retention Guru, Dr. Paul Bedford. “Steve’s command and leadership skills are second to none and delegates will learn from the best how to disseminate their vision and key messages from the top of the management chain through to the shop floor without dilution or distortion. Steve now coaches businesses on how to ensure you get what you think you’re going to get from your staff, and there will be some valuable lessons for the health and fitness industry.” Jee said: “Harry S Truman said ‘There is nothing new in the world except the history you do not know’ and my presentation will be a case study from ancient history to show how motivating staff and aligning personnel behind a powerful vision are not new challenges. It will explore how the fitness industry can take ideas from Roman times and apply them to today’s challenges, exploring the type of behaviours we need in the workplace to inspire, align, lead and excel.” The Retention Convention 2017 will take place at at the Manchester Conference Centre in Sackville Street, Manchester from 9am - 5pm on Thursday 18 May. For further information, visit

Your Free Ticket to Elite Sports Performance and Rehabilitation Expo

As the health and fitness sector continues to grow, franchised businesses offer an opportunity to get involved in a concept, which combines entrepreneurship with a focus on improving personal health and wellbeing. This unbeatable combination accounts for the burgeoning success of the F45 brand and generates a level of enthusiasm which is then transferred onto their members.

Europe’s leading elite sport event, Elite Sports Performance and Rehabilitation Expo will be coming to the ExCeL, London on the 7th & 8th June to bring you two days packed with experts, tech and the latest equipment from the elite sports industry.

For further information, visit

Elite Sports Expo 2017 is set to be an incredible event, APRIL 2017



you have the opportunity to learn from some of the best sporting minds in Europe, as they let you in on their methods and developments, in our 50 CPD accredited seminars. From British Weight Lifting hero, Tom Whittaker - who will be speaking about how to achieve continual progress in strength training, to Dr Walter Bini - Senior Consultant Neurosurgeon and knee specialist from the reference centre for Manchester United Football Club, who will be discussing the options available for the treatment of degenerated discs. Among the 150 world-class suppliers you’ll find industry giants Woodway, creator of the Woodway treadmills and trusted supplier to the NFL, NBA, Major League Baseball and the United States Marine Corps. You can also catch fitness solutions leader, Technogym - who will be bringing their latest releases with them to the show! Cryopod have changed the game in the sports recovery industry, they will be bringing with them the first single person, safe, certified whole-body cryotherapy, solution. Clinical findings have indicated that whole-body Cryotherapy is an essential recovery tool within elite sports, so make sure you check them out on stand 1079. The Future Gym Arena has been reimagined for 2017. A premier platform, showcasing the latest innovation, covering every area of your training needs. From premium weights and cardio equipment, to cryogenic therapy chambers and innovative mobility and recovery tools. The Future Gym Arena brings you the next generation gym of the future.

Technogym – the world leading producer of design and technology-driven fitness equipment and solutions is proud to announce the launch of SKILLROW, the first indoor rowing solution design to improve anaerobic power, aerobic capacity and neuromuscular abilities. SKILLROW has been designed to provide an unparalleled feeling simulating rowing on water called AQUAFEEL. SKILLROW’S resistance follows the natural curve of the stroke in the water and thanks to AQUAFEEL, the resistance is gradual, making the movement fluid throughout and avoiding the backlash effect on the lower back. As Official Supplier to six Olympic Games and partner to the world’s best performing teams and athletes, Technogym has first-hand experience and extensive knowledge in the training methods and systems of thousands of worldwide sports. This know-how is at the heart of TNT – TECHNOGYM NEUROMUSCULAR TRAINING, a new methodology developed by Technogym compiling high intensity workouts aimed at improving sports performance. The TNT – TECHNOGYM NEUROMUSCULAR TRAINING, has been developed by Technogym’s Scientific Department in cooperation with professional athletes and research institutes. It offers specific exercise routines designed to stimulate both the neuromuscular and the metabolic components of performance through specific cadence variations providing: - Improved muscle activation - Increased inter muscular coordination - Greater coordination between fibres of individual muscles and muscle groups - Reduced metabolic effort due to better muscular recruitment In a group class SKILLROW offers users the chance to row together in total synchronicity as a real crew, a truly engaging experience where they can both receive individual feedback on their own performance or compete with each other thanks to the real time display of training data on a large screen. For further information, visit

Fitness industry Joiners Report reveals interesting insights

We can’t wait to see you at the show, register for your free ticket online at

Technogym launches SKILLROW - the training solution for indoor rowing

A new report from the Harlands Group which analysed data from 179,000 new fitness joiners in January 2017, has thrown up some interesting insight into new joiner trends. January saw a record number of new joiners come through their online joining system SNAP (both on and off site), with 179,000 new signups in total spanning across a varied client base of private/ public sector, low-cost/mid-market/ premium, big box to boutique clubs, wet and dry sites, adult and junior memberships. As most would expect, Monday is the most popular day of the week for new joiners and this tails off as we get towards the weekend. Interestingly Sunday is a better day for sales than Thursday, Friday or Saturday, with Saturday being


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the weakest day of the week consistently. This should be of interest to operators when considering staff rotas and picking days to do marketing and off site outreach. Joiners really start kicking in quickly at the start of the month and then start to drop off mid-month. The second highest peak is on the 9th of the month which is a Monday and was the first Monday people were back at work. The next peaks are on the 16th and 23rd which again are both Mondays, the highest peak is on the 31st (a Tuesday) showing clearly that offers are very influential in affecting joiner numbers and Tuesday is a great close out day. Looking at data weekly, the last week in the month had the highest number of average new members per day, which is not really a surprise as sales & marketing resources tend to be at their most active the last few days in the month more so now with the increased use of social media to get instant results from offers posted on various platforms This shows that offers clearly have a large impact here and operators are relying on these offers to generate sales during the last week of the month. Looking at the split between desktops, mobiles and tablets for devices used when joining, mobile is the most popular with just over 50% of joiners but only just ahead of desktop with just under 46% but tablet joiners are low with only 3.8%. When compared to Jan 2016 stats, it is evident that mobile has overtaken desktop as the most used type of device, while tablets have actually decreased slightly. This outlines how important it is for operator's websites and online joining system's are correctly optimised for mobile devices, to prevent missing out on potential impulse joiners. Robin Karn of Harlands Group commented 'The report threw up some very interesting trends for us to share within the health and fitness industry and we will be working with our clients over the coming months to try and use this data to help improve their efficiency and profitability'.

national charity partner in March 2015 after two colleagues had been personally affected by blood cancer and received stem cell transplants. The leisure operator hoped to encourage visitors to its leisure centres to join the Anthony Nolan register and help save lives. Everyone Active, which manages over 140 leisure centres across the country, has since raised over £160,000 for the charity, smashing the initial target of £100,000 set. In gyms across the country, staff and members participated in a range of fundraising challenges, such as sponsored leg waxes and head shaves, a 24-hour swim which attempted to break the world record, zumbathons, spinathons and fancy dress exercise classes. Sixty staff members cycled in the 100km NightRider challenge, and a number of members and staff participated in the RideLondon100 cycle challenge, Tough Mudder and Iron Man events. The operator has also been successful in raising the profile of Anthony Nolan across its centres, which has led to the recruitment of more than 600 new potential donors to the Anthony Nolan register – the most new donors ever recruited through a corporate partnership. “We are delighted to have been shortlisted in the Business Charity Awards for our partnership with Anthony Nolan,” says Ben Beevers, Everyone Active’s Associate Director. “This will be the third year that we have been working with the charity, and we plan to keep raising funds, recruiting new healthy donors and supporting them in any way that we can. The nomination is fantastic recognition for all the hard work of our colleagues and members up and down the country, and I would like to thank them for their enthusiasm and generous donations.” Everyone Active and Anthony Nolan have been shortlisted in the ‘Charity partnership – sport, travel and leisure’ category of the Business Charity Awards. Winners will be announced at the awards ceremony in London on 25th May. For more information, visit

To get a copy of this report you can contact the Harlands Group on 01444 449 157 or via

Everyone Active shortlisted for charity partnership with Anthony Nolan Leading leisure operator Everyone Active has been shortlisted in the Business Charity Awards for its partnership with blood cancer charity Anthony Nolan. Everyone Active announced Anthony Nolan as its first

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7 & 8 JUNE 2017 | ExCeL, LONDON














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& exhibiting enquiries contact the team at 01872 218007


Owner of the Month

Set the bar as high as you are willing to go

Nick Pugliese tells us about the history behind BORNEFIT gym in Pool, Cornwall.

Nick Pugliese

Gym owners: Nick Pugliese & Chris Green Gym name: BORNEFIT # of members: 1000+ Address: Station Road Pool, Redruth TR153QJ Web:

How did you become a gym owner? I (Nick) was a teacher and Chris was an electrician. We love fitness and have trained at nearly every Gym in Cornwall for the last 10 years. We felt there was a massive gap in Cornwall for a large gym facility. We decided that we would take our passion of fitness and start to build a career in the fitness industry so we studied and developed our skill set whilst working our normal jobs. We started off with functional fitness classes (held at a local school) and mobile personal training. As our client base expanded we found ourselves training people in every spare hour of the day whilst still working our day jobs. From there we moved to a small training area (known as The Shed!) so we had somewhere to train our growing base of PT clients. Things evolved faster than anticipated and when a large facility (11,000 square foot) in Pool, Redruth came up for grabs we decided to go for it! It was an old packaging building and the space was perfect! It needed huge amounts of work and with a very limited budget we began work on the facility. The first thing we developed was the PT Room, this meant

Chris Green

we could continue our PT on site and with every spare hour in between we could progress the building. Set for an August launch we had 4 months to get ready, we worked around the clock. We pieced together equipment from eBay making 300+ mile round trips each weekend to collect the kit. We developed the gym floor, class studio, personal training room and coffee shop ready for launch. With help from family and friends and our awesome clients we just managed to get it all ready in time! We launched at 10am on a Saturday and we had no idea how many people would be there. It turned out hundreds of people arrived to see our facility and it was a crazy day, which to both of us was very surreal and blurry as we was so tired and still covered in paint! We have been developing the building ever since and have recently opened an extension to our gym, another 2,000 square foot of space with our Hammer Strength room and Alpine Cardio Deck. Work is now in progress for a new changing and shower facility; spin studio and second dedicated PT room!




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Owner of the Month

How long has your gym been operating for? We launched August 29th 2015.

How many gyms do you own/operate? This is our first Gym, we would love to take the BORNEFIT brand and start another gym soon!

Aside from the gym, what other facilities do you offer your members? We offer a Café where we have a protein and smoothie bar and we also have a supplement shop called the Fuel Tank. We have a big functional class studio where we run over 30 classes per week all designed by us. We also have sublet the upstairs to host a hair and beauty business. We see ourselves as a community fitness centre and we love to take part in many local events around the area.

How many staff do you employ? We have myself (Nick) and Chris (both Directors) Julie (Chris’s partner deals with all the accounts and finances as well as classes. Jess (Chris’s sister) deals with memberships and administration; Gill (Chris’s Mum) is on reception. We have Darren, Shaun and Liam all operating as full time Personal Trainers and Class Instructors. Phil (Chris’s Dad does all the maintenance and built the gym), we also have class instructors, Maria, LA Steve, Andrew, Jen, Nina and our in house physio Ian. We also have Liam’s Mum Sharon who does all the cleaning and Tom (In house DJ) and Tim (photographer).

How important are PT’s to your business? Personal training is a massive part of our business we have developed our own personal training framework and ethos that all our trainers follow. We have 6 personal trainers including myself and Chris. We have created a brand and framework for personal training which has developed into a really popular area of our business.

How do you motivate/incentivise your staff members? Our personal trainers receive up to date training and a flexible hours schedule to deliver their sessions. We also reward our personal trainers on retention of clients. We ensure all our staff are getting the best CPD to work towards their career goals and we have such a fantastic environment for them to progress as rapidly as possible.

Do you provide any financial assistance for your staff with regards to their training & development? We provide all the development for our staff as part of them being a BORNEFIT staff member. The main thing with all our staff is they love what they do and know and understand the business 100%. Most of our staff are our friends and family as well as people myself or Chris have worked with, or known, for a very long time and it’s this that creates a family like feel at our facility.


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Owner of the Month


What makes your gym unique? Our gym is the most affordable gym in the area but also the biggest with the highest-level equipment. We have the best training equipment that people love and we have created an atmosphere with the lighting and general community feel of the facility, which we feel, is unique to our area. When people visit our gym for the first time they are usually shocked at the size and quality of the facility (as it doesn’t look as big as it is from outside the building). Everyone who comes here feels like they are a part of the community.

What advice would you give to other gym owners just starting out? Always look to stay current with the fitness industry and set the bar as high as you are willing to go. We could have settled with a steady gym floor and normal looking gym but we decided we wanted to build something great and keep progressing!

What are the biggest challenges facing your business today? We have a large facility so we have many things going on at once. Sometimes up to 50 practical hours between the staff in one day so we are super busy at times. Chris is working with multiple trades to develop our facility even more so the building aspect of it is a stressful thing when working to budgets and deadlines. Also, we are managing multiple staff members and the day-to-day running of the facility.


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Owner of the Month

What significant changes have you seen within the industry over the past 3 years? There have been some huge changes. Functional fitness has been growing even more and we have always been heavily into promoting this and our staple classes CORE and BURN (the 2 we started with back at the school) are always full. We have the latest functional training equipment and all our personal trainers and class instructors utilise this in fantastic ways. Another area that has developed is the use of lighting and music. We have a special night on the last Monday of every month called ‘Superset Monday’, everyone loves this night where we have our local DJ Tom Willz come in deliver a pumping set from 5:30 til close. It’s always completely packed and the atmosphere of the gym is incredible. We stream the whole event on Facebook and it goes mad! Social media is an area we are also very up to date on. We try and display our personalities online and show people what we are all about. Our facebook, instagram and website promote our ‘Train Hard Feel Great’ ethos and show people that we are a community fitness centre for all. We have a hugely diverse gym, class and personal training membership base with clients of all ages, shapes and sizes with many different types of fitness goals. Our goal is to be wonderfully welcoming to all and get everyone into fitness.


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Owner of the Month


How do you engage with your members? We have a huge community feel with our members. We aim to get to know our members and understand the needs of the members. We offer an induction process where we get to know the member with a free workout plan or health check mot. This allows us to sit down with each member before they begin their fitness journey and really understand what they are all about. We also have facebook groups and whatsapp groups with our bootcamp, crossfit and group PT clients where everyone interacts and we give out weekly workout challenges which they discuss online and post their results. It’s amazing how much of a social aspect we have at BORNEFIT even with such a large facility and membership base.

How do you retain your members? We ensure that we know our members on a personal level. The main thing about members not adhering to their fitness goals is not feeling like they are welcome or part of the community. It is completely different here; we keep people motivated with coffee chats, health check mot’s and workout programmes. We always talk to our members and give advice and help which allows them to feel comfortable in their training environment and happy that they are progressing in their fitness journey.


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How are you promoting your brand and marketing your gym? We use facebook and instagram heavily. We stream events live like our Children in Need 60,000 rep challenge and we have a brand in Cornwall that everyone knows. We also take part in lots of charity events. We are in a fortunate position that we can offer a large training facility for people and with the power of social media and all our gym members we can host some massive events. Last Christmas we launched a huge event for the Children’s Hospice. We covered the building in 50,000 Christmas lights for ‘The Big Christmas Lights Switch On’ where hundreds of members, friends, family and local community came out to support and watch this awesome event. We also had a brass band in the gym and some tasty treats. On this day we also launched our Hammer Strength training facility and did a


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Owner of the Month live charity spinathon. For the whole month of December all new gym membership sign ups and monthly fees were donated to the Children’s Hospice SW. With all this we raised over £2000.

What is your biggest success story? We started out renting half a sports hall and with very limited equipment (a couple of kettlebells and sandbags.) So building our functional fitness classes and personal training to the point where we had a big enough client base to launch the gym has to be our biggest success. We took a massive risk taking on a huge commercial facility but we believed in ourselves and what we wanted to achieve and had unlimited support from our family and friends who literally worked around the clock for us to get this place up and running. From there we have set our sights on further progression and we have been investing in developing our facility ever since.






24-25 May 2017 The Belfry, Wishaw, West Midlands, UK

What do you get at SIBEC? • Guaranteed pre-qualified audience of key decision makers • Pre-set appointments with buyers of your choice • Limited competition • 3 full days of exceptional networking • Unparalleled value for money • High Quality Seminar Program

8-11 November 2017 Don Carlos Leisure Resort & Spa, Marbella, Spain

I think will be my 5th year at SIBEC and from both a business and personal perspective there are a number of reasons why I continue to attend yearly1. It is one of the best business networking events I have attended in the Industry and year on year continues to put me in touch with new suppliers and buyers that consistently open my eyes to further business opportunities. 2. It allows me to be a source of referral for any of our existing suppliers who are looking to work with other operators. 3. It gives me the opportunity to meet up and socialise with other Industry leaders within their field. Michelle Dand, Group Health & Fitness Manager, David Lloyd Leisure Ltd

For more information about SIBEC please contact:

David Zarb Jenkins Email: Tel: +356 9944 8862 APRIL 2017



Tech talk Technological and digital developments are all around us and the gym is no exception. Here we talk to experts from leading gym equipment brands to explore latest product innovations.

Words: Katie Lewis

Comment: Jochen Michaelis, MD UK, eGym

eGym developed its totally integrated and connected solution to enable operators to deliver an outstanding member experience which is easy to navigate, motivational and results driven. All our technologies are designed to encourage repeat usage and a commitment to physical activity, supporting operators in their drive to improve retention. To the consumer, a treadmill is a treadmill, the brand is largely irrelevant. This means most gym owners base purchasing decisions on price and struggle to differentiate their offering from competitors. Moving forwards, this will change. Technological and digital developments, along with widespread access to high speed broadband, now means operators have limitless opportunities to create bespoke member experiences through software development and implementation. Over the next five years, modular exercise equipment is likely to become simply a vehicle for the delivery of software solutions. Software can be updated and revised remotely, keeping the member experience fresh and in line with technological capabilities and developments. First and foremost, eGym is a software company. The brand also manufactures quality hardware in the form of strength training equipment, comprising of 18 interchangeable 20

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units, developed to enable the pioneering software. Our software supports our ambition to make the members’ gym experience as simple, fun, motivating and rewarding as possible, all with the aim of encouraging a long term, active lifestyle. The eGym connected training system delivers the ultimate user experience, ensuring every session is easy to use, fun and focused on performance outcomes. eGym technology employs an electromagnetic resistance system which is automatically calculated and adjusted through regular strength tests to match the fitness levels of the individual. In addition, the user does not need to manually adjust the equipment each time they visit, the system automatically adjusts based on pre-set information. This takes the uncertainty out of the process and enables the user to focus one hundred per cent on the performance of optimal movement patterns, ensuring progression towards goal achievement. To further enhance the user experience, eGym has completely remodeled its graphic user interface (GUI). With eye-catching, informative graphics, the touchpoint now incorporates more gamification elements and direct access to the unique eGym user points and reward systems, previously only accessible from the eGym Fitness app. Providing an information system which is visually pleasing, easy to use,


motivating and fun is central to the user experience. Technology can also play a vital role in supporting communication and interaction between members and staff. Most members value regular interaction but, traditionally, encouraging staff to approach members has presented a challenge to gym owners. eGym has developed the Trainer app which delivers real-time member information to gym staff on the gym floor. Data includes an identifying photo, workout history, goals, last visits etc. Having this data to hand on the gym floor gives the instructor confidence to make an approach and initiate a tailored conversation. Technology also makes it possible for brands to connect and deliver a much more integrated member experience. eGym operates an open software platform which allows

connection to multiple leading equipment suppliers (Life Fitness, Precor, Matrix and Pulse), fitness trackers (Fitbit, Polar and Garmin), fitness apps (NetPulse and RunKeeper), body analysers (Withings) and CRM systems (Club Manager and Legend). All information is logged and synced to a user’s eGym member account, enabling a single point of access. This means the user has access to their entire physical activity log regardless of where or when the activity was carried out. eGym offers users a completely connected, fun, motivating and results focused experience. This provides operators with a point of difference from the local competition and encourages retention, creating a win, win scenario for gym owner and user.

Comment: Justin Smith, Head of UK, Precor With technology surrounding us and the detailed information it can impart, it’s imperative operators embrace connectivity and understand how it can be effectively used to connect and engage with members and enhance their gym offering. Console technology plays a vital role in providing operators with direct-to-exerciser communication, enabling facilities to share information about activities and services on offer, while strengthening the sense of community within the gym. At the same time, an easy to use console that enables users to set goals, log and track their fitness activities can provide an enhanced workout experience leaving members wanting to come back again. When networked, the new Precor P62 and P82 consoles receive free, automatic software updates and refreshed content, saving both time and additional expenditure. The P62 has embedded touch screen controls meaning users benefit from a 10.5” viewing area. And, unlike wall or ceiling mounted televisions, the exerciser’s proximity to the highdefinition screen provides the correct angular resolution for a crisp, personalised viewing experience they would expect from their television at home.

enables operators to customise console screens on Precor Experience™ Series networked cardio equipment and showcase products and services, knowing they have the exerciser’s undivided attention during their workout. But the innovative use of technology shouldn’t stop at consoles. Precor believes offering a range of different options to ensure the availability of fitness for all is key to successfully driving engagement and ramping up the customer experience. We know people don’t train exclusively in the gym or outdoors, they do both, and so we teamed with fellow Amer brand, Suunto, to integrate Preva into its online sports community, Movescount, allowing users to access and record indoor cardio equipment-based workouts and outdoor exercise in Preva, and work towards their fitness goals wherever they train. The ability to customise kit with different consoles and help members track their exercise wherever they work out, allows facilities to differentiate, retain members and boost secondary revenue. Members want both self-service options and a personalised fitness experience. Precor is dedicated to helping them both achieve the desired outcome.

What’s more, it shares common software and hardware architecture with the Precor P82 console, which has a 15” screen. Its fuelled by a quad core processor, with faster processing speeds and an android operating system. With over 55,000 Preva networked consoles in 82 countries worldwide, Precor leads the way in fitness technology and continues to improve its offering with the introduction of Preva MyUI. This set of branding and communication tools turns cardio equipment into an interactive platform for talking directly to individual exercisers with personalised messages. It APRIL 2017



Comment: Leon Rudge, Director – Digital Experience, Life Fitness Life Fitness pioneered smart, internet-connected fitness equipment around five years ago with the introduction of our LFconnect Digital Solutions. This included our android-based Discover SE Tablet Console, our online portals for gym owners and exercisers, our exerciser app and our open platform. Since the launch of Discover SE we have continuously improved our digital solution. This is a great feature for equipment manufacturers; as our products are no longer a ‘finished good’ we can continuously enhance them for performance, efficiency and usability and send out updates over the internet, just like an iPhone update. The second great feature for manufacturers is that we can use the product data analysis to understand how the products are used, spot trends and enhance the areas that exercisers are utilising most often. In response, we released our Discover SE3 HD Console that boasts a 21inch screen and features such as Netflix for entertainment and immersive experiences like RunSocial, which allows


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exercisers to race people all over the work while on a Life Fitness treadmill. Why is this important to gym owners? We already know that as early as 2012 health and fitness app downloads and usage outgrew any other category on the app stores by almost double, so we know your members and more importantly prospects are using apps….a lot. We’ve also all seen the huge growth in wearable technologies. Fitbit, for instance, has been a top selling Christmas gift for the last couple of years and when you connect your Life Fitness equipment you connect your members or prospect to Fitbit as well. It’s worth considering that over half of your members would have made a personal choice to use a particular app or wearable that your gym team probably won’t support. Next, think about all the non-members within a 3-mile radius of your gyms that are using an app, wearable or Joe Wicks, the Body Coach to get fit. What are your plans to close the gap between your physical business and their digital version? You’ll need one as the divide is growing.


Comment: Rob Knox, Product Director, Matrix Fitness

Technology is a huge area of innovation, focus, development and investment for us here at Matrix. Our offering is cardio-linked but comprises a host of easy-to-use integrated technology solutions linked to workouts both inside the gym and out. The real value of our connected technology solutions is they save time and improve communications for gym owners, PTs and gym members. Some members need a change of scenery to spice up their routine with our inspiring range of Virtual Active Workouts. For others, Bluetooth and WiFi can help find the right motivational song. But it’s Matrix’s three key technology connected solutions – the Workout Tracking Network, Personal Trainer Portal, and Asset Management – that boost the gym owner’s offering and transform the member’s experience. Our empowering new Workout Tracking Network (WTN) software – compatible with all Matrix Internet-connected products – enables members to collect, retrieve and link exercise data from their favourite fitness apps all in one place. We are partnering with an ever-expanding number of connected apps used by members daily. Our WTN offers true flexibility, allowing the gym member to access social media platforms and syncronise data captured on popular apps and wearables using a single sign on to keep them engaged and motivated. Gym users can then create personalised goals, participate in club and global challenges and cheer on friends through

social feeds. And for the gym owner, the WTN app’s attractive, user-friendly interface can be customised to display their unique brand. When purchased in addition to WTN, the Personal Trainer Portal (PTP), uniquely developed by Matrix, can offer gym staff and member so much more… With PTP, trainers can guide, motivate and monitor member activity like never before, prescribing workouts and delivering feedback via equipment consoles, mobile devices and the web. Gym-users can access their personalised training programs through compatible consoles and mobile devices. They can even share data — like nutrition and daily activity — with trainers to maximise results. The third key component of our connected solutions offering is Asset Management (AM), which offers usage patterns, reporting, facility communication and customisation, allowing the gym owner to drive their brand and key messages to their members, such as special offers and challenges. It’s straightforward. Matrix Fitness’ connected solutions are designed to fit in with everyday life. They are easy to use and familiar to members, functioning in the same ways as phones and tablets. Designed to support health and wellness in the gym, and beyond. The whole Matrix cardio offering now allows input, data capture, activity. Whether you need motivation, encouragement, guidance or support, Matrix’s connected solutions cater for all. APRIL 2017



Comment: Stephen Barton, Managing Director, Technogym UK Technogym has pioneered itself at the top of fitness innovation for over 30 years. In 1996 Technogym begun its dominance of closed platform assisted training by launching the first complete software suite for training management, the Wellness System. A truly significant move in the industry, this innovation allowed club members to select a tailored training programme on any Technogym machine, and enabled operators to offer a greater level of personalisation and engagement with their members. Since then, Technogym has continued to stay at the forefront of innovation, launching mywellness in 2012 – the first open cloud-based digital platform connecting end users, operators and Technogym products. mywellness gives operators the tools to engage with members on a far greater level, creating a more personalised, meaningful experience for members, and ultimately increasing their retention rates. In-depth knowledge about members – including detailed body composition metrics, outdoor physical activity, and frequency of gym visits – give trainers a 360° understanding of members’ health and fitness. A variety of tools help trainers create personalised training programmes based on members’ individual fitness needs, generate motivational competitions to encourage activity and social interaction. Members not only enjoy a more personalised experience within the gym, but also have one central portal, mywellness, to store, monitor and analyse their lifestyle data.


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The latest upgrade to Technogym’s UNITY software on its cardio and strength equipment further enriches its range of innovative and intuitive features to keep users engaged and motivated whilst working out. Virtual Race modes on bikes and treadmills allow members to take on some of the world’s most iconic marathon routes in an immersive 3D setting, or create races of their preferred distance, location and duration against friends or other facility members; and a virtual strength coach on strength equipment, provides real-time visual biofeedback on range of motion and speed of execution. Continuing to drive innovation and further enhance its mywellness cloud platform for customers, Technogym recently announced an initiative in collaboration with IBM to build the next generation Watson Artificial Intelligencedriven cognitive coaching platform for health and Wellness within its mywellness cloud platform. The goal is to create a Technogym ‘human-like’ virtual coach able to interact with people using natural language, and offer personalised training programmes based on user’s goals and context conditions - such as weather, health conditions, food intake – to enhance a healthier lifestyle. This latest announcement further enhances Technogym’s unique digital offerings within the fitness and wellness fields, confirming the company’s focus on continuous innovation and technological research to benefit both operators and end users.


The benefits of using an app for payments Rupert Jenner founder of Playwaze comments:

The Playwaze website and mobile app makes it easier for communities to organise sports activities, delivering a whole suite of activity applets configured to use across 50 different sports, and any sort of sports group.

sessions even easier, and refunds are easy and free too. Playwaze Payments offers simple flexibility to help trainers, coaches, and instructors manage their payments more easily in the same place they manage their activities and communications.

For gyms, sports centres or clubs hosting a range of activities, whether it's squash, Zumba or water aerobics, Playwaze can help arrange sessions, courses, competitions and manage communication, all in one innovative app. Combined with a range of chat and news features Playwaze offers sports groups an easy way to create and maintain a social and active community.

Rupert Jenner, founder of Playwaze, comments: “Playwaze is designed to be simple and secure, allowing people to focus more on their services, rather than concerning themselves with the admin of invoicing and payments. Playwaze Payments automatically transfers received payments into your bank account, making it a seamless process for all. It also keeps track of all payment activity and provides a full report of all payments which can be seen within the app or the website.

Playwaze Payments makes it easier for members to pay for anything from class fees to coaching. This allows personal trainers at the gym to not only run client sessions but also manage the payment process. Payments can be integrated into classes and sessions so that anybody booking online makes payment at the time or the trainer can request adhoc payments from members. Balances can be topped up in advance, making the whole payment process for individual

“People now access more online content through mobile apps than through the web. The Playwaze platform helps clubs, coaches, associations, and organisations to leverage this opportunity to revolutionise the way they drive participation without any of the cost of building and supporting it themselves.”

To find out more about Playwaze, visit or follow on Twitter @playwaze. APRIL 2017



USING TECHNOLOGY EFFECTIVELY HERE BRIAN FIRTH CEO OF MIE MEDICAL RESEARCH LTD AND FITQUEST COMMENTS ON HOW TO USE TECHNOLOGY TO STAY AHEAD. The gym industry is facing unprecedented challenges and opportunities today. We have seen the demise of mid market providers, a variety of new boutique offerings and out-of-gym fitness providers. Competition is getting tougher! Yet against this we see physical activity and fitness being pushed as the saviour of the NHS. The success of campaigns like “this girl can” and the campaigning of ukactive are encouraging a completely new set of people to exercise. This is creating an environment where innovators in the sector are thriving and those who can’t keep up are left behind. So as operators how do we make sure we are one of the thriving? Simple; look at how you are engaging with your members and customers. Today’s consumers are less loyal and will change providers rapidly if they feel they get better value for money elsewhere. This means, no longer can we open the doors of a shiny new gym with brand new equipment and expect to keep members longer than the small local operator that knows his or her customers well and delivers exactly what they need. Technology can certainly help the adopters engage with customers in a more effective way if used well. Our own research shows that a great deal of new gym entrants need and are looking for help. In fact up to 70% of gym members typically do not know what to do. A large proportion of them do not even have set goals! However typically only 5% of members take PT support (only twice that can probably afford it). An opportunity for many operators is therefore using technology to help the large % of members who need help efficiently and effectively. At FitQuest we see fitness measurement and tracking as one of the ways to provide members


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with the help and support they need. By making a complete assessment of an individual's fitness against classic sports science models an operator can ensure they are set on the right path. Being fully automated there is actually no need for staff to be present at the time but with the data accessible by the member, PT and operator at anytime, trends can be tracked and short conversations used to maintain progress without significantly increasing staff hours. But it does not stop there. At FitQuest we have customers who have used FitQuest to accelerate pre-sales for a new gym opening. Another customer has used the machines to increase walk-in sales conversions significantly by demonstrating, based on measurement, where they can uniquely help the individual. In other locations we are seeing customers increase sell-on services using the measurement trends to identify exactly what customers need and selling short programmes to address this. And lastly there are those who are making the measurement, tracking and programming part of a premium service to increase their revenues. So technology can make a big difference to membership sales, customer service and additional revenues if used well. But a word of caution, it is not a magic wand. You need to be sure how and where it is going to fit into your organization and what you are really expecting from it. That is why at FitQuest we work hard with our customers to ensure they extract maximum value from their technology selections. In summary, use technology to dramatically increase the effectiveness of customer engagement, inspiration and education and you are more likely to be one of the organisations thriving in a market full of opportunity.




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Creating a single destination Physio Director Cheyne Voss and Justin Rogers, Head of Brand, at Ten Health & Fitness outline how to add physio and massage to your gym offering – the why’s, the how’s (and the how not to’s).

For anyone struggling to make the transition from injury or dysfunction to full functional fitness in the UK, the process is deeply flawed. Rehab and exercise providers generally show little interest in helping clients make the transition from one provider to another – or even from one area of expertise to another. And the sharing of information, expertise or client history within our industry is practically non-existent. Partly it’s because the vast majority of therapists and PT’s are self-employed - which makes self-interest and protectionism almost inevitable. But it’s also due to the lack of experience each discipline has of the other – and a lack of understanding about where the boundaries and limitations lie between the two. The irony is that combining rehab and fitness effectively offers significant advantages to customers and fitness providers alike. Ten Health & Fitness is one of a very few - if not the only – boutique fitness providers in London to offer both physiotherapy and sports massage alongside its class and PT offering. We’ve been doing this since 2009, and in that time, it’s become an important pillar of our business. Along the way we’ve learned a bit about how - and how not - to go about it. 28

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So why offer physio and massage? The benefits are pretty self-evident, but in summary there are three key advantages  You can offer customers a single destination for injury treatment, exercise rehabilitation, prehabilitation, corrective and functional exercise.  It’s a source of new members – they arrive for physio or massage and as they progress, you’re ideally placed to help them transition out of the therapist’s room and onto your gym floor.  Offering additional services allows you to generate extra revenue from your existing members

Should you offer it? Let’s take it as read that you’ve made sure it stacks up financially – especially if adding physio and massage means repurposing or reducing a space that’s currently generating revenue as something else: gym, classes or retail perhaps. But there’s more to the equation than just revenue. There’s also whether it will add value to your customer experience.

And that’s all about fit - how well these new services will sit alongside your existing business. At Ten, the core (pardon the pun) of our business is Dynamic Reformer Pilates. That means a prehabilitative approach to exercise and a high level of expertise - including welltrained and qualified instructors, a strong focus on form, technique and alignment, small class sizes and lots of handson correction. So for us, physio and massage are a great fit for our brand values and a logical extension of our product portfolio. But it isn’t for everybody. If your core offer is around low cost, that’s fine. But potential customers will align that value to everything you do. And for anyone suffering from chronic pain or debilitating injury, cheapness isn’t the quality you’d look for in whoever’s going to treat you. Similarly, if you’re offering a specific niche or experience – maybe you’re all about that ‘workout in a nightclub’ vibe - something as private and deeply personal as manual therapy doesn’t sit too well with 60-plus class sizes, strobe lights and a 1,000-watt sound system. Either way, if physio and massage are at odds with your primary offer, it’s unlikely to gain traction or credibility with your customers or bring you in new ones.

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How do you offer it? So let’s assume you’re happy that physio and massage will fit with your product and your brand, how do you go about introducing it to your business? There are three things to consider; people, space and equipment. Let’s take them in that order:  People Finding good physios and massage therapists takes time and effort. The easiest route might be to partner with an existing practice and offer them space in your premises. That way, whether or not you choose to ‘white label’ the offer, you don’t have to worry about recruitment, billing, relationships with the medical sector or dealing with the insurance companies. The downside, of course, is that the partnership isn’t seamless. The therapists aren’t your therapists, they work for someone else, and they’re unlikely to see their clients as your clients. They’re also less likely to build effective relationships with your PT’s and gym teams, and vice versa, so you’re likely to get an ‘eat what you kill’ mentality on both sides, with neither seeing much advantage in referrals. When we introduced physiotherapy at Ten, we started with a partnership model, but it didn’t last, for just those reasons. Since 2010 we’ve run our physio and massage business ourselves. Our Physio Director sits on our board and we’ve integrated it into our business from the top down. Because everyone works under the same roof and for the same business, we’ve been able to create a genuinely integrated and collaborative atmosphere. We have a steady stream of referrals, not only into the business from consultants and surgical practices but also from within the business, from trainer to therapist and vice versa. In contrast to the industry norm, it’s commonplace for Ten’s therapists and trainers to share expertise, insights and client history, and to work closely together to offer clients the best outcomes and progression. We call this our Circle of Care. It’s not an easy thing to set up and run (which is probably why so few people in the fitness industry do it) but for us it’s the only way to add meaningful value to our clients.

 Space Physios and massage therapists need rooms to work in. So if you don’t already have rooms spare, you’ll need to build them. We allow around 10 sq. m for our therapy rooms. And by rooms, I mean dedicated rooms with doors that shut, adequate, dimmable lighting, heating and air conditioning that they can actually control, and reasonable soundproofing – not a curtained-off spot by reception or in the weights area.  Equipment A physio or massage room will need a good electricallyoperated massage or physio bed, and a full length mirror as an absolute minimum. Ideally, you’d also add a sink, a computer and printer, secure storage for paperwork and some basic rehab equipment (see below). Good physios like to get their patients up off the bed and moving. So they’ll want access to floor space and some rehab equipment – which is not the same as mainstream gym equipment. Forget punch bags, Olympic lifting platforms and battle ropes, and think light hand weights, therabands, mats, rollers, a bike or a treadmill for gait analysis, and ideally (well, we think so anyway), a pilates reformer.  Plan B While in-house physio and massage can add real value to your gym, it’s not going to be the right option for everyone. And in that case, building links and relationships with external therapists can be an effective ‘plan B’. The experience won’t be as seamless or as integrated, but there are still advantages. There are no building or repurposing costs, brand fit is no longer an issue, and there’s mutual benefit to be had from referrals in both directions. So it can still be a potential source of new members. Also, it gives your PT’s a trusted option to offer customers who are injured or in pain, knowing that early intervention will also help ensure customers stay motivated, focussed on their goals and back into your gym faster.

One of the pioneers of the UK boutique fitness sector, with 7 locations throughout London (the 8th opens May 2017). Ten Health and Fitness provides in-house Physio and Massage at all Studios along with Dynamic Reformer Pilates, Personal Training, and a range of Clinical Pilates, Barre, TRX, HiiT, Stretch and Yoga classes. Originally from Auckland, Cheyne Voss moved to London in 2010 to become a founding member of Ten’s Physio team. One of a small number of McKenzie Credentialed Therapists in London, Cheyne has written many Physiotherapy related articles, has been quoted in various publications, and is a spokesman for the CSP (the governing body of Physio in the UK). Read more about him at https:// Justin Rogers has been involved with Ten Health and fitness from its earliest days. As Creative Director, he is the force behind the Ten brand and is responsible for communications and marketing. His focus on long-term societal wellbeing rather than fads is illustrated by Ten’s recent “MoveBetter” campaign. 30

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NEXTISSUE May issue features include:

INDOOR CYCLING // TRAINING & CPD VIRTUAL CLASSES // AUDIO & VISUAL COMPETITIONS To advertise alongside these features, contact: Paul Wood: 07858 487357 //

Membership/CRM & Marketing Access Control inc Biometrics Till, Credit Card & Stock Control Web & Mobile Activity & Class Bookings DD Management & Online Sign-ups Implementation, Training & Support

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FIT FOR P Nicholas Egan flexes his opinion on gym flooring installations. The 2016 State of the UK Fitness Industry Report revealed that the UK health and fitness sector is continuing to grow. It has more clubs, more members and a greater market value than ever before. The report also highlights that the industry has experienced another year of impressive growth with increases of 1.9% in the number of fitness facilities, 5.3% in the number of members and 3.2% in market value. All good news for gym owners and operators. In fact, for the first time ever, member numbers have exceeded 9 million. 1 in every 7 people in the UK is a member of a gym, an alltime high penetration rate of 14.3%. With the participation and membership numbers on the increase it’s no wonder gym owners and operators


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want to ensure that the flooring they put down is fit for purpose, future-proof and can be installed quickly with the minimum of disruption. It’s true to say that the gym sector quite rightly wants any flooring installation to be easy and trouble-free, together with achieving a modern look and knowing that the product they have is going to be durable. Providing high levels of slip resistance and comfort without losing the all-important degrees of performance is also seen as crucial. Any sports or fitness flooring must also deliver easy levels of maintenance and in fact be very cost effective to clean and even replace where there are sustained amounts of high traffic and throughput. Any quality flooring manufacturer needs to be able to deliver good lead times on products and ensure that the sustainable ‘green buttons’ are also being pushed.


PURPOSE Vinyl The quick installation of flooring is in many cases hugely attractive to owners and gym operators. Areas like spin studios and locations where there are large amounts and usage of cardio vascular equipment seem to attract more specifications of wood-effect vinyl. The benefit of the quick interlocking systems that are now available, together with dovetail interlocking systems make for a speedy installation. These systems look extremely authentic with some manufacturers even producing marble effect vinyl which looks fantastic. Both installation methods are loose lay and require little subfloor work if the existing floor is smooth, flat and free from contaminates. Large areas of floors can be installed over-night causing no disruption to the gym opening times and help to shorten the programme times on a contract if required. A great boon to the actual owners and members who just want their gym open again.

PVC There are of course gyms that provide a facility for yoga, circuit training, football, handball and volleyball. These areas need a flooring that can offer both comfort and protection and are well-suited to the provision of specialist PVC sports flooring that both protect the users and offers great performance. Most good flooring contractors can install large areas in a matter of days. PVC flooring offers benefits such as; point elastic properties, impact protection, shock absorption, and protection against long-term injuries. This sport flooring can come in both wood and plain designs and can also assist on energy saving with their high light reflectance values. Contributing to indoor air quality is also part of the benefits. PVC sport flooring can be easily line marked if playing multi-sports and can also carry club logos etc. A rigorous testing system ensures that these types

of sports flooring comply with the EN 14904 standard and are REACH compliant. They also offer a very good life expectancy if the correct cleaning and maintenance guidelines are being followed. All PVC floors offer a surface treatment that offers a good coefficient of friction with no need for a re-treatment for the lifetime of the product. When it comes to changing rooms and shower areas ceramic tiles are still commonly used, however we are seeing a trend towards non-slip PVC flooring coming through. The PVC solution can offer a product that is more comfortable underfoot, provides easy maintenance and these days has some stunning designs available. Showers can look pretty as well as being functional. For all good manufacturers, it is important to have a solution for the clients that meets the brief and comes within budget.

Wood In the sports flooring mix we cannot ignore the longterm benefits of wood. High quality wooden floors are manufactured from solid maple and produce sprung-effect flooring systems that are predominantly used for education, leisure and multi-sports facilities, offering area elastic properties which are mostly suited to basketball courts. These floors need to be fitted by specialists and come with very strict installation guidelines. The surface needs to be sanded and sealed prior to use and even throughout its lifetime and many cases it will need to be periodically resanded and re-sealed. That said, it’s a very durable system that can last half a century or more, delivering exceptional performance. So, with careful choice of products and only using a quality manufacturer one can easily see how gym owners and operators can future-proof their flooring investment.

Nicholas Egan is the UK Technical Manager for flooring and interiors specialist Gerflor, for further information visit APRIL 2017




Advertising Strategies for Fitness Business Owners By Sean Greeley, CEO & Founder of NPE

Whether you’re a new business owner or you’re looking to boost your current revenue, a solid advertising plan can result in a huge payoff. While this can bring in some serious income, it doesn’t take a major financial investment on your part in order to be successful. We’ve seen a £10 advertisement generate thousands in NEW revenue. This can work for you too, but you have to go about it in the right way. When creating your advertising strategy, keep these things in mind: 1

Know your numbers…  What’s the average client worth to your business?  How can you increase your average client value?  How can you accelerate cash flow in the first 30 days?

2 Once you know your numbers, it’s time to set some goals.  Set a specific goal for your ads based on ROI 3 Before you invest in ad buys, define your target market 4 Create a strong positioning statement the helps your stand out from your competition.  Consumers are trained to be skeptical of ad claims. Prove why you’re different and they NEED you

5 Now it’s time to create your ads. There a three important elements:  The Offer  Copy  Design and Images 6 Identify the medium that reaches your target market  Online - Facebook, Twitter, Instagram, etc.  Offline - Newspapers, magazines, radio, etc. 7 Once your ads go live, be sure to track their effectiveness and continually optimize it to reflect your results. Not long ago, it was unrealistic for many small businesses to invest in advertising. With all the low-cost options that exist today, advertising is available to everyone. Be sure to create a rock- solid plan to get the most out of your ads!

To learn more about how you can generate thousands in NEW revenue by using the right advertising strategies, visit to download a complimentary guide just for Gym Owner Monthly readers.

About Sean Greeley Sean Greeley, CEO of NPE, has an unrelenting passion for supporting entrepreneurs and growing businesses. For nearly 10 years, NPE has grown to serve over 25,000 fitness business owners in 95 countries. The company has 3 offices in Orlando, London, and Sydney and has been listed 7x on the Inc. 500 list of fastest growing, privately owned US corporations. NPE also recently received the 2016 UK Business Award for “Top Management Education & Training Provider.”


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NPE is the only global fitness community that empowers entrepreneurs at every stage of business growth and development through education, coaching, and access to a community of like-minded professionals. For over 10 years, NPE has grown to serve more than 24,000 fitness business owners in 95 countries. The company has 3 offices in Orlando, London, and Sydney, was awarded the 2016 UK Business Award for “Top Management Education & Training Provider,” and has been listed 7x on the Inc. 500 list of fastest growing, privately owned US corporations.

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WEIGHING UP GYM SECURITY Shaun Powell, General Sales Manager OEM at Abloy UK discusses the challenges faced by gym owners and managers in securing both their premises and facilities such as lockers, and what impact the introduction of the new £1 coin will have. Ensuring the safety and security of buildings open to the public is always a complex business, and the owners and managers of gyms in particular face a unique set of problems.

The nature of the business means that customers will leave their clothes and valuables in lockers while they make use of the facilities. Therefore locker security is a key factor in the customer experience, making it vital that they are able to use the locks provided with a minimum of hassle.

Consideration must be given to securing the external premises, ensuring the correct access control provisions (see p.39) are in place, but there are also additional security measures that will need to be taken inside the building.

A recent development in Britain’s currency is forcing gym managers and owners to assess the security and functionality of their lockers – the introduction of a new £1 coin.


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Using RFID RFID systems eliminate the need for customers to carry around loose change to access lockers and gives the owner or manager the ability to monitor usage. They offer the same high levels of security that would be expected from a coin lock but they can also be integrated into other security or access equipment, such as electronic door locks or even turnstiles. Options include the Mifare RFID Lock, which is easy to install or retrofit, offering attractive and durable locker security, and compatible with popular gym equipment, such as Technogym.

New £1 coin When it is phased out in September, the current £1 coin will have been in circulation for over 35 years. While the introduction of a new design is excellent news for both businesses and the general public – nearly one in 30 of the current coins are counterfeit.

Coded locks are an ideal cost-effective and secure key-free alternative to coin-operated lockers, offering easy multifunction and multi-code. Using a code lock for shared or nominated lockers that are subject to multiple users and high traffic throughout the day eliminates, the risk of lost keys that can compromise security.

A huge number of coin-operated lockers are currently configured to work with £1 coins, but with the new design being introduced gym owners will find that their locks cannot be operated by the new 12-sided version, so they will need to convert or replace their current coin operated locks. The existing £1 coins will still officially be in circulation until September 2017, however the Royal Mint has recently been introducing more than 1.4 billion of the new coins into general use. Customers will expect their coins to work in lockers as soon as they become legal currency, so it’s important to start dealing with any potential issues right now. Depending on the model, some coin locks can be modified to accept other existing coins – such as a 50p or £2 coin – but they will need to make sure that the locks being specified for new projects or replacements are compatible with the new design. Abloy’s new coin locks – designed to work with both versions of the £1 coin – are already available, so are conversion kits that will allow existing locks to be modified to work with the new coins.

Suggested solutions Popular choices include the Classic Coin Lock, which can easily replace or convert existing coin locks. It can be set up to either return coins or retain them in a secure box; it can also be set up to operate with tokens. It is equipped with a robust hook-bolt that creates an extremely strong connection between the door and frame, and models are designed to work in humid and corrosive environments such as swimming areas. New versions of the low-cost E-Lite Coin Lock also work with both £1 coin designs. Configured as coin-return only, they are corrosion resistant and as such are suitable for use in both wet and dry areas. Although these are both very effective solutions, an alternative answer to the issue of changing coins is to move away from using coin-operated locks entirely, using locks operated by cards or RFID fobs instead. APRIL 2017



Digital locks For a digital lock option, the Abloy Coded 1.2 is an affordable and reliable solution that is suitable for use in wet areas. Not only does the Coded 1.2 eliminate the need to worry about the new coins, it can help prevent the ‘personalisation’ of lockers - where an individual decides to claim a locker for their own private use and keep it locked permanently. This habit not only reduces the number of lockers available for other customers – usually in the most convenient locations - but could even pose a security risk if dangerous or stolen items were being kept in the locker. All Abloy’s coin locks require either a payment or deposit

whenever the locker is in use, but this only works as a deterrent if the cost of the payment to the typical user is high enough. For many people the nominal deposit required by a gym is a price they’re more than willing to pay for guaranteed locker-space. Card, fob and code locks are much more effective at preventing this behaviour, because if customers need to use their card to gain access to other facilities in the building they can’t leave it in their locker. The card can also identify to management who is using the locker. So it’s important that gym owners and managers take action very soon to ensure their locker facilities are both secure and convenient for their customers. By doing this they can provide their members with the best possible customer experience.

For further information about products and services available from Abloy UK, please call 01902 364 500 , email, visit


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Access Control Why networked access control is an ideal security solution for your gym All businesses, whether small, medium or large, have assets that need to be protected from theft. There is also the issue of protecting employees, visitors and property. It is common in buildings that are secured by traditional locks and keys for doors to be left unlocked all day. This opens the possibility of opportunist theft or malicious damage. For many buildings used by the public, such as gyms, it is also becoming increasingly important for commercial owners to have an audit trail of visitors entering and exiting the premises. Access control allows people to move freely around a facility or building, whilst also allowing specific areas to be managed with higher security. Utilising IP technology, access control systems can connect directly to the building’s network and the great thing is, you don’t need to be an IT expert to make the most of IP ready access control. It is simple and straightforward to manage and if you are looking to extend your building security beyond access control, it is also possible to integrate it with a range of third party systems including CCTV, biometrics, fire and intruder alarms. An access control system can provide an efficient and convenient way to provide flexible and cost effective building access management. If you are thinking about securing your business with an electronic access control system, here are our top essential tips:

Total convenience Networked access control has several benefits over using lock and key, with an important factor being that numerous security functions can be centrally and conveniently managed via a PC. This can control the flow of people around a building, and restrict who has access to its various parts. Unlike keys, electronic access control tokens can easily be barred from the system if they are lost, stolen or not returned by staff or visitors. APRIL 2017



Get the right solution for you

Cost effective

There are a range of solutions available and it is therefore important to ask the right questions when discussing your needs with an installer to ensure the solution matches your access requirements. Systems can vary in type, from a secure barrier in the car park to a video entry system at a main visitor entrance, from a secure external door with hands free access, to an integrated solution with CCTV and intruder alarm systems.

There are multiple opportunities where an access control system can be used to help a business save money on energy bills. For example, switching utilities on or off automatically when a user presents their electronic token/ card, provides a convenient service that businesses can utilise effectively.

Help with HR and administration

With some access control software solutions, system administrators can easily create rules to grant varying permissions to different users. For example, this might be used to help meet health and safety requirements, to prevent untrained staff from operating certain machinery, or stop people from accessing restricted areas reducing the potential risk of accident to staff and visitors.

Access control software can be used as an effective HR and admin tool, providing easy time & attendance reporting. By allocating specific token readers for clocking in and out, the software can be used to log the working hours of employees. It can also note periods of time that employees are out of the office for reasons such as holidays, appointments and unpaid leave. Reports can then be exported for use with a variety of HR applications.

Suitable for any site Access control can offer a variety of electronic solutions to suit any environment, ensuring that security can be fitted in both new sites and retro-fitted into older buildings. Access control products can also be vandal resistant or aesthetically pleasing, making them ideal for sites where style plays an important factor.


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Help meet H&S requirements

Opportunities for high security High security options are available via specific applications, such as biometrics – an authentication technique that can recognise an individual based upon their unique characteristics. Examples include fingerprint, face recognition and retinal scanners. Biometric readers can be integrated with access control, to further enhance building security.



The Gym Flexibility and accessibility for both staff and members was a key security requirement for nationwide gym chain, The Gym. Their venues are open 24 hours a day, seven days a week with staff on shift 8am-8pm Monday-Friday and 10am-5pm at the weekends. With over a thousand people accessing their busiest sites every day, it was of paramount importance that the access control system was robust and reliable. Paxton’s Net2 access control system was specified by security installers, Vistec Systems for all of The Gym’s UK sites. The access control system was also developed to integrate with The Gym’s existing monitoring system, linking the payment and joining processes directly to the access control. New members are issued with a PIN when they join, which allows them to access the site at any time of the day or night. Net2 also integrated with The Gym’s CCTV system, ensuring that any access event could be viewed instantly with staff only having to monitor one piece of software. The self-enrolment system makes new member registration, and membership management for existing members, simpler and more streamlined for both staff and members.


RUSH FITNESS Allowing access 24 hours a day was a similar requirement for the Rush Fitness Group. They wanted to provide easy access but only to their members. Paxton’s Net2 access control system was integrated with biometric readers to combat PIN sharing issues between members and non-members. To allow members to enrol and manage their memberships themselves, Rush Fitness requested that biometric enrolment kiosks were installed at the gym entrance. These kiosks also allow members to register their fingerprints against their membership records, gain instant entry to the gym facilities and entry to the site via the security portals into the gym itself. The self-enrolment system makes new member registration, and membership management for existing members, simpler and more streamlined for both staff and members.

Paxton design and manufacture market leading IP access control, door entry and building intelligence systems for smart buildings. To find out more about Paxton’s range of access control solutions and to search for an approved installer near you, please visit APRIL 2017



What sup Emilia Thompson reports on current supplement solutions and highlights some recent industry advancements.

We live and train in a world where nutrition has a huge role to play in enhancing performance and body composition. Although food can provide most of what we need, there are numerous supplements on the market aimed at improving recovery,


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enhancing performance, fat-loss, muscle gain, and the list goes on. So how do you know what supplements actually benefit you? With an overload of information flying around gyms across the country, this review focuses on the supplements that we know work, and highlights some increasingly popular recent advances in the supplement industry.


pplement? PROTEIN POWDERS Whey, casein, pea, vegan, blends. There are numerous types of protein supplement on the market, but which ones really benefit us, if any? And are they any better than real food?

ď Ą Whey protein Whey protein is one of the protein components that makes up milk (the other being casein). Relative to plant proteins and casein protein, whey is rapidly digested and absorbed. It is a good quality protein, as it has a high leucine content (the amino acid predominantly responsible for muscle protein synthesis (building of new proteins). Because of this, whey protein has become the most popular post-workout of choice of gym goers. Traditionally, the recommendations for protein postworkout have focused on providing 20-25g (roughly 1 scoop) good quality protein soon after completing a training session. However, we all know those people who think more is better, and it may be that the 'multiple scoops' gang were onto something after all. Recent evidence found in a group of young males that if a training session consists of lots of large muscle group exercises, such as a full body lifting session, 40g of protein (roughly 2-2.5 scoops) might be better than the traditional 20g recommendation for stimulating muscle protein synthesis. For the most accurate recommendation of how much protein you need around exercise research suggests to multiple your body weight in kg by 0.4g. That means if you are 80 kg you need 32g of protein per serving (80 x 0.4g = 32g protein). Do you need to consume whey protein before you’ve even left the changing rooms? Although there is some conflicting advice around the timings of when to take protein after training, it is important to understand that resistance exercise stimulates muscle protein synthesis rates and without protein ingestion, protein balance will remain negative. Therefore, post-exercise protein ingestion is widely accepted as a key strategy to assist muscles in adaptation to training. Try having a shake soon after training of 20-25g (up to 40g depending on your training session) ON Gold Standard 100% Whey. Follow this with a protein and carbohydrate rich meal , including lean meats such as a chicken breast (25-30g protein), rice and vegetables to ensure not only that you hit your target protein intake, but that you restore your muscle glycogen stores, in addition to consuming various micronutrients important for health. Muscle glycogen restoration is particularly important if you are training again in less than 8 hours. APRIL 2017



 Casein Unlike whey protein, casein is a slow-releasing protein. Lots of people choose to supplement with casein at night because during this fasted state protein breakdown is more likely, (unless you happen to enjoy a midnight feast). Therefore, at this time a slow-releasing protein will provide a steady release of amino acids to our bodies. Casein at night appears to have benefits for protein balance, by feeding the muscle amino acids while we sleep and more importantly ensuring that you reach your target protein intake for the day. Try having 40g of protein before you go to sleep. For example, mix 20g of Optimum Nutrition Gold Standard 100% Casein with low-fat Greek yoghurt (it tastes like ice cream!). This will help you hit your daily protein target, whilst also providing a mix of fast-release, high-leucine dairy protein with slow-release casein.

 Creatine The rule of thumb in sports nutrition, is that if it works, it’s probably banned. With a few exceptions. One of these exceptions, alongside caffeine, is creatine. Creatine is a naturally-occurring compound within the body, and it is also found in small amounts in some food, such as red meat. It is involved in the system within our bodies that allows us to produce energy rapidly, and therefore supplementation is performance enhancing in highintensity training. Creatine can be supplemented as creatine monohydrate, such as Optimum Nutrition Micronised Creatine Powder, and although traditionally loaded for 20g/day (5g 4 times per day) for 5-7 days, followed by 5g/day to maintain muscle creatine content, similar muscle creatine content can be achieved by a smaller loading of 3g/day for 4 weeks. The latter may be useful for those monitoring weight gain, as some may experience some water retention (and therefore body mass gain) when initially supplementing with creatine. FYI girls, don’t fret, it goes away with time! The problem is, is that people try to overcomplicate everything. Supplements are just that, supplements to a nutritious diet. Food should always come first. Supplements can play an important role in maximising adaptations to training, but in the pyramid of importance, they are at the top after we ensure adequate energy intakes and macro- and micro-nutrient intakes and timings. Once you get your food mastered, then you can start on the supplements.

Emilia Thompson BSc MSc PhD RNutr (Sports/ Exercise) is a nutrition consultant to elite and recreational athletes, a University lecturer in Sports Nutrition and has been awarded Optimum Nutrition’s Gold Standard Sports and Exercise Nutritionist of the Year. Visit 44

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Comment from

Emma Rose, Head Nutritionist at Fresh Fitness Food:

Protein from natural sources VS protein powders While it’s no secret that protein is used as an aid to build muscle, in addition to its many other functions (immunity, enzyme activity, hormone production, signalling). But you may be wondering, what is the best way to obtain all your daily requirements, all from whole foods, or do you need to supplement? And is one option better than the other? There are pros and cons to both of course, but the main benefit of obtaining your protein through whole foods, is the additional nutrients contained in the food sources. The body needs a huge array of nutrients to function optimally, as well as to support muscle recovery. A great example of this is eggs, a high-quality source of protein, also containing cholesterol-lowering fats, as well a whole range of vitamins and minerals. Beef or steak, as well as being a rich source of protein, contains B-vitamins which are especially important for energy utilisation, as well as readily absorbable iron which is essential in the diet.

The clear advantage of a protein supplement is the ease and convenience of it. Let’s be honest, it's far easier to drink a shake than it is to purchase, prepare, cook and eat a whole meal. The convenience is really where the advantage over whole foods ends however, and it does pay to really check the ingredients to ensure you are not consuming a whole bunch of additives, sugar/sweetener, preservatives and chemicals that will not enhance your diet. For most people a well-balanced nutrition strategy with the inclusion of plenty of whole foods will satisfy daily protein requirements, meeting your training and recovery needs in the most nutritionally beneficial way. Circumstances where a protein supplement could be beneficial, would be clients on a calorie surplus that are struggling to get in the required calories, they can also be great for when you are on-thego and wouldn’t otherwise have time for something more nourishing - sometimes we need to give in to convenience if it’s the best option at hand.

For more information visit,

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‘Developing a reputation takes time, effort and a thick skin’ NAME: Kriss Tottman QUALIFICATIONS: BSc Sports Therapy, MSc Biomechanics, Premier Diploma in Personal Training, Premier PTS, Premier MBF, CHEK Exercise Coach, UKSCA Strength and Conditioning Coach, RKC Kettlebell Coach, ASA Swim Instructor NO. OF YEARS AS A QUALIFIED PT: 18 WORKS IN: Milton Keynes, London, Hertfordshire

How did you become a PT? When I was 16 I did a Modern Apprenticeship in Sport and Recreation, it paid for me to be a lifeguard first and gym instructor after. I’d only ever worked in the leisure industry since leaving school so it was natural to move into that sector. Once I started it was the only thing I wanted to do!

What was your experience of the training/qualification process? My first real PT course was with Premier Training and back then it was 3 months, full time 9-5, Mon- Fri. I had to give up my job to do it so it was a full on commitment to my career. It was hard work for sure but it was amazing and so in depth and built the foundations for what I do now.

Do you (or do you intend to) specialise in a particular type of fitness? In parts of my career I have done. Current trends that clients wanted always dictated that as opposed to what I wanted to APRIL 2017



deliver. It’s tough as sometimes as a trainer you can be torn between delivering what you want, almost as a niche, or delivering what makes your business and brand successful. Merging the two can be done, but it isn’t easy by a long shot. Now I’m engineering towards training the future PT’s, not in my passions, but understanding the industry as a whole and helping them define their own career paths.

What’s it like working with gym owners? From my experience it has been pretty great. They have been passionate about succeeding just as much as I have so we have common ground. It doesn’t always work like that if some owners have zero background or experience in the fitness industry but providing they are open to ideas from the ones on the ground level it can be easy enough. I like working with owners now as I do a lot of consultation work with them to provide the best experience, service and results for their business.

What is your opinion of CPD? I think CPD is vital for the future of PT’s in this industry, providing it’s the right education from trusted sources. Too many trainers learn the basics to get them through the door and think the job is done. You’ll be standing still straight away as this industry moves fast as does trends, ideologies and advancements in education and research. The more trusted courses and platforms to learn mean only better, well-educated trainers will be left standing.


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You spend your working hours motivating others, how do you motivate yourself? I’ve always been pretty ambitious so I try to keep dangling the next carrot ahead of me to keep me on my toes. Whether that is my own education, a new goal in my training or climbing the career ladder. Ensuring I don’t sit still too long but still appreciate where I am and what I’m doing is key for me.

What advice would you give to other PTs just starting out in the business? These days PT’s need to remember they are a business too. So keep focused on clients, how are you going to get them and then keep them. Delivering PT is the easy part, we all love sourcing work but developing a reputation takes time, effort and a thick skin. Open your minds to further education and stay objective until you find the type of trainer you want to be, take your ego out and put your client’s needs first.

What are the biggest challenges facing your business today? There are a number of PT courses these days that can be done online in a matter of weeks. This can really dilute the quality of PT’s in the industry as so much information is being missed in education and the mindset needed to succeed. Unfortunately with social media being used so heavily these days, many people can be swayed by a tight 6


pack on Instagram and assume these are the best trainers in the industry. This means some amazing PT’s whose philosophy and results are often bypassed straight away. And there is a huge sea online of where to get the best advice and education so it can affect and alter the state of how you market yourself and ultimately how much business can come your way.

What significant changes have you seen within the industry over the past 3 years? The loss of real fitness instruction was the biggest shift. Offering free rent for PT’s in place of hours means real instruction is missed a lot and a member’s only interaction can be from struggling PT’s who need clients. So if you don’t want PT you tend to get left alone. Lack of real fitness instruction along with social media trends can really dictate a lot of members’ attitudes to exercises and what is deemed “Fit” or “Healthy”.

Do you see yourself still working as a PT in 10 years time? I doubt I will do too much as my long term ambitions means it’s more about training PT’s and bettering the industry as opposed to working with clients. But then again, if the desire and motivation is there still then of course I’d be still putting some hours in!

What is your biggest success story? I don’t think I have one specific one. I’ve ran 3 different fitness businesses, successfully PT’d for nearly 20 years, been in numerous magazines, trained elite athletes and worked with some of the most amazing PT’s and businesses in the industry. That alone has been successful for me so long may it continue.

How do you engage with your clients (active and inactive)? I speak with clients regularly via calls, texts and email etc. Whether that is keeping on top of what they currently do or trying to re-motivate those getting lost along the way. Each client has different needs and triggers. Some need more attention than others

How do you promote your services? These days just word of mouth and LinkedIn tend to be more than enough to the point where I have to turn work away. I don’t use social media for work and never have. Personally I just wanted my personal life for that. It’s great for others and can work really well but for me I’ve never needed to, so just never did!

How often do you train yourself? I try to get at least 4 sessions a week these days and sometimes will jump in with a run with clients too and the odd session with them if they want to.

If there was one thing you could radically change within the industry, what is it? Making it longer, harder and more informative to get a PT qualification. The impact we can have on people’s lives is huge and massively underestimated. It shouldn’t be something someone can learn in a few weekends. It is too easy for anyone to gain accreditation these days and I’d like to see tougher action meaning people have to work harder and learn more to get their foot through the door. If it filters out the proper PT’s from the people who just think it looks fun then so be it.

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pt viewpoint




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My clients range from personal to corporate. They have body goals which we work on through a physical workout and dose of healthy thinking because a healthy mind goes hand in hand with a healthy body. Focusing just on the physical is incomplete as the body and mind are connected. CBT (Cognitive Behavioural Therapy) is a powerful tool in changing behaviour as our thoughts are determined by our emotions. How we feel is the driving force behind every action and inaction. Behind every emotion is a thought. Identify the thought and you have an insight into your client’s world.

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Are you connecting with your clients at all levels? Meleane Bourke tells us how she likes to interact with her clients.

The gym is filled with people of different shapes, ages, ethnicity and ability. There are of course people who for their own reasons prefer to have a Personal Trainer come to them. This is the space that I work in.

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It’s important that your client trusts you and this is achieved by the language you use. If you can inspire belief and trust, you can assist them to reach goals far beyond that of a physical change.

24/01/2017 11:47

pt viewpoint

SS FUN Sculpting a body, building muscle, increasing flexibility, increasing strength, reducing weight, these are the KPI’s of a personal trainer. As PT’s we influence physical change but I believe we should be conditioning the emotional and spiritual body too.

I have years of experience and hail from a background in dance as well as being a qualified yoga teacher in Ashtanga and Aerial Yoga. Most people are familiar with yoga but not aerial yoga. In aerial yoga you are suspended on a hammock in mid air. From the moment your feet leave the ground your core muscles are engaged. For me personally, I love the feeling of flying like an acrobat, strengthening and supporting my body while exploring and playing in changing situational boundaries. I’m releasing my inner circus, having fun while working out. If I was having this much fun, I was confident my clients would too.

call 0203 884 9777 OPINION or visit







Mum’s are multi taskers who through the demands of family life have limited time to spend on themselves. Training mum’s and dad’s at the local school jungle gym or playground is both time efficient and convenient for them. Utilising the playground’s equipment to train your client allows the busy parent to bring their child if they are not able to access a babysitter. Seeing a parent working out can have a spin off effect for the child in that they learn healthy habits while engaging in play with their parent. In between sessions, your client can maintain their training and quickly progress. If you’re not enjoying yourself, how can you inspire and attract clients. I encourage my clients to work hard through having fun. My fun way of working out is with the Aerial Swing which I easily erect on the playground. For personal trainer’s, you need to find a fun way to interact with your clients.

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24/01/2017 11:47


Good vib We talk to Julian Taylor, Global Marketing Director EMEA, at PHS Global How did you get into the fitness industry? I studied Sports Science at University with a plan to be a teacher but changed my mind whilst there and became interested in the fitness industry. I started my fitness career as a Duty Manager at a Leisure Centre at Burnley Football Club, as part of the team that opened that facility. It was a great experience and from there I continued my career in clubs as Gym Manager, Membership Sales Manager and Operations Manager before moving to the equipment side of the industry.

What sets Power Plate apart from its competitors? The quality of the vibration. Power Plate provides a precise, harmonic, tri-planar vibration. The quality of the vibration is very important as studies have demonstrated that when the body makes neurological changes in motor learning/ skill development precise repetition is required. Because Power Plate provides this precision it means there is a superior stimulation of the nervous system to develop balance and motor skills in a shorter time as well as increasing circulation, flexibility and muscular recruitment. Being able to deliver this is key for us. We have a fantastic education team led by Steve Powell in the UK and across Europe. Vibration training isn’t as intuitive as walking on a treadmill, cycling or lifting a weight. That means backing up the product with education that helps trainers understand the science but more importantly understand how to integrate vibration into the routine of any individual in a meaningful way is key. Steve and the team have developed great courses that benefit every trainer.

How do you see vibration training evolving over the next few years? Vibration training, certainly in the UK, will move towards 52

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integration rather than separation. There is a perception that you stand on the plate and just shake yourself fit with static exercise. That is not the case. No product gets you fit without doing something. The key to vibration training is that it is an enhancement tool and as that message comes through it will become more prevalent in training routines.

What is your vision for Power Plate in the UK and EMEA? The vision is that every fitness facility will provide a Power Plate offering, in one way or another, that is used by every member. As mentioned, Power Plate is an enhancement tool, it helps its users PREPARE faster, PERFORM better and RECOVER quicker. There is not a single person who exercises who would not benefit from using a Power Plate within their routine. It may simply be to increase circulation and activate their body prior to working out or maybe to help recovery so that they don’t suffer from DOMS (Delayed Onset Muscle Soreness) in the days afterwards. Alternatively, they might do a ViPR or Kettlebell workout on the plate as it will enhance muscle recruitment and increase proprioception due to the instability. Our goal has to be to educate the market and that means operators, trainers and clients, about the use of the Power Plate and the unique benefit that it brings.

How do you begin to translate your UK marketing strategy to one which works internationally? We work with distributors across Europe and the Middle East, looking at the makeup of the fitness market with each of them. Is it built on chains or independents? Is personal training significant or not? What other equipment is popular? We then take our global message and tailor it for the specific areas we want to target. Being able to demonstrate success stories in the UK market does help us when we take the concept out.


brations How are you educating the industry about the benefits of vibration training? We are approaching this from a couple of angles:  Proven success stories - we provide product to several large chains and are currently working with their training teams to re-educate them on how Power Plate can be maximised within their facilities. The industry is a small place and having the success stories coming out of the large chains helps significantly.  Infiltrating trainer networks - we are developing strong trainer links and developing ambassador trainers. The goal is to be engaging trainers outside of the club. The more trainers and training programmes that recognize the benefits of Power Plate, the more the word will spread.

What are the biggest challenges facing Power Plate over the next few years?  Perception – we are acutely aware that previously people saw Power Plate as a fad or a product that didn’t work. We have to change this and with users such as the German Football Team and Serena Williams along with numerous other top level athletes around the globe, we know we have the right product. APRIL 2017



 Education – it is key we deliver high quality education that helps trainers get the most from the product with their clients. Our challenge is make sure we have full courses and build trainer understanding.

Over the years, I have worked with and met a lot of people in this industry and most are still in it in one way, shape or form. They do it because they love it. We are extremely lucky that we work in an industry that can make a difference to people’s lives.

What are your own personal fitness goals and how do you achieve these?

What are your biggest achievements?

I ran my first 10k two years ago – I used to be a goalkeeper so 10k was a long way! This year my goal is to run more and get my times down. I will run outside 2-3 times a week or try and use hotel gyms whilst I am travelling with work. I have a Power Plate at home so that is key for me as I suffer from tight calves and hamstrings, so I use it before and after runs to make sure I am warmed up and don’t hurt afterwards. I also use it with my bodyweight training.

What's the best lesson you've learnt from the fitness industry? Do it because you believe it in and are passionate about it. 54

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When I was a gym manager, I was involved in a marketing drive to bring non-exercisers into the gym by offering basic health screening as a free two-month trial. We had a lady of 50 turn up who had never set foot in a gym before or done any exercise in years. We had to chase after her in the car park as she was so nervous she walked out whilst waiting for her induction. She hadn’t even told her family she was coming in case she didn’t go through with it. A colleague and I worked with her for the entire two months. At the end of it she was a different person physically and mentally. She loved the exercise and how she felt and two years later when I left she was still a member. To see the difference that exercise gave her was amazing as was to be part of making a difference to someone’s life.


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PROUD TO BE BRITISH All Watson Gym Equipment products are manufactured in our factory in Frome, England. We are passionate about the equipment we produce and take pride in every product we send out. Manufacturing the products ourselves means that you get exceptional build quality, custom built equipment to suit your needs and a short lead time.

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Connectivit Future Key Jochen Michaelis, UK MD at eGym, on why a connected experience is a unique selling point

In 1992, the Stereo MCs invited the world to ‘Get Yourself Connected’ with their smash hit single ‘Connected’, warning that, if you don’t, then ‘stumble, you might fall’. 25 years on, and suddenly this advice seems really pertinent for gym owners as technological and digital developments make it possible to offer members a truly connected physical activity 56

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experience. Gym owners who embrace this opportunity now will flourish, offering members a unique proposition in a very crowded market where differentiation is key to success. The ability to digitally connect brands and products will be instrumental in the way fitness is delivered moving forwards. In the past, some equipment brands have worked in silo, afraid that collaboration could pose a threat to market share.


ty – The to Success A unique opportunity Right now, gym owners have a unique opportunity to offer members an ability to connect all their workout data, collating an entire physical activity data portfolio in one, easy to access place. This means that whether a member chooses to run outdoors, go for a swim or train in the gym, activity can be collated stored and reviewed anytime, anywhere. Suddenly, connected gym owners have a attractive point of differentiation from other, less well connected, competitors. Delivering an outstanding consumer experience has to be the ultimate goal of gym owners. Get this right and financial success will follow. Moving forwards, the ability for consumers to connect and integrate all their work out data has the power and draw to significantly influence their buying decision.

Seamless synchronisation Consumers are starting to expect seamless synchronisation between their mobile devices, fitness trackers, entertainment apps and social networks. It is only a matter of time before they demand connectivity to the equipment in the gym. Forward thinking gym owners are advised to prepare for this now, while a connected experience is a unique selling point, rather than trying to play catch up later on and simply offer what every other gym is offering. eGym operates an open platform, which means the brand is open to connect to other brands. eGym already integrates with many major equipment manufacturers, membership management systems, body and health analysers and popular fitness trackers to ensure that members can log and review all their physical activity and health data in a single location. Members shouldn’t need to deal with multiple accounts and apps. All of their information should be centrally stored and be accessible from one single source wherever possible. So, for example, information logged on an activity tracker between gym visits is automatically synced to a bespoke eGym member account. A member is then able to logon to this single account and access a full history of their physical activity, regardless of the type of activity or where it was completed. Over the coming months, eGym will be investing significant resource and intelligence into growing its list of connected

partners. eGym will sit right at the heart of a members connected experience without wishing to control or ‘own’ it, working with gym owners and other providers to ensure members’ connected needs are met.

A connected experience Imagine, one customer out of a thousand gym members, checks in with their membership card at the front desk. This alerts the gym team on the floor that the member has entered the building highlighting their individual profile, photo, workout history and any set tasks to be completed that visit. That member is then greeted, by name, by a member of the gym team as they enter the workout space. Next, the member logs on to the eGym equipment. This starts the automatic machine set up and pulls up their eGym account with details of the strength workout they will perform that day. They complete their workout. APRIL 2017



Following the training plan set by the Trainer, the member then logs on to the cardio equipment. The member selects the Quick Start button to automatically begin the planned cardio activity for the session. This function is possible through eGym’s connection to the software of the cardiovascular equipment manufacturer. A connected experience only has value if it is truly connected. Being able to tell only part of the workout story is not helpful. Gym owners should be aiming to help members to log and track their entire fitness journey. Having access to a person’s complete physical activity log, not just activity completed in the gym, enables the Trainer to build a much more comprehensive picture of the individual’s physical activity. This means, if an individual is struggling to achieve goals, the trainer has much more data to interrogate in order to find the reason for slow progress. Maybe the member isn’t running as often or as far as they had intended between gym sessions. Maybe the member is visiting the gym less frequently than recommended. There could be a whole host of reasons why goals are not being met. Data is key to diagnosis. The sooner the reasons can be identified, the sooner the member can get back on track. This will mean a continuation of their membership rather than a cancellation due to a lack of return on their investment. Good news for the gym owner’s balance sheet.

A positive impact on the health sector Soon, patients will arrive at their doctor’s surgery armed with a whole host of data, on one platform, including sleep patterns, average resting heart rate and physical activity levels, collated from various gym equipment consoles, apps and wearable trackers. Being able to present this data will help ensure prescribed health care plans are based on much more accurate information, collated over a time, rather than a quick on-the-spot assessment by the doctor. It is important that gym owners understand the huge opportunity digital connectivity offers to their members and, therefore, to their business. Last year, Mintel reported 1 in 7 adults in the UK own some sort of wearable tech and this number is on the up. It will not be long before members expect their gym to enable them to track their activity, digitally. When this happens, a joined up, connected approach is the only workable way forwards for gym owners. So, the Stereo MCs suggestion that; ‘You’d Better Get Yourself Connected’ has never been more relevant. If gym owners are to continue to offer communities a service which reflects a growing hunger for digital connectivity, they need to start considering their offering very carefully and before it’s too late.

If you would like to find out more about eGym, visit: 58

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Budget ‘Superfoods’ Ben Coomber explores ‘Superfoods’ and offers some credible and inexpensive alternatives. ‘Superfoods’ are hugely popular in the world of nutrition, being a mainstay topic on the cover of lifestyle magazines and with a quick Google search coming up with over 16 million hits. Possibly even more telling, the hashtags #superfood and #superfoods have over 2.5 million hits between them on the true home of ‘healthy eating’, Instagram. This is all despite the fact that, in truth, the term ‘superfood’ doesn’t actually mean anything.

There isn’t a set criteria for what makes something a ‘superfood’, but if we were to speak in broad terms, the foods which typically don the title have a very high level of certain nutrients which are considered beneficial. That’s not all, though, and that’s where I think there’s a problem which needs addressing. When we think ‘superfoods’ we think of exotic berries, quinoa, organic kale, chia seeds and organic avocadoes, right? The problem I have with this is the simple fact that although these foods are really nutrient dense, they are also VERY expensive.

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The power of marketing Marketers are truly the ones who have used the term ‘superfood’ to their advantage, and supermarkets who sell a 125g box of organic blueberries for £3+ are the only ones who have actually benefitted from the ‘superfood’ bandwagon. IRi, an American Market Research company, reported that coconut oil is worth over £14million per year in the UK as of 2016, which is a 102% increase over last year, while berries – the ‘poster child’ of the superfood craze – racked up over £1.1 BILLION in sales in the UK during 2015 according to That’s insane, and it really does show what marketing can do. If a food is considered to hold some kind of health boosting properties, some people will buy it no matter the cost. I think that it’s sending off a message which is not only false, but potentially damaging. By labelling exotic, expensive food items as ‘superfoods’, what we do is give off the impression that these things aren’t


Price Around 50p per 60g serving. Calories Roughly 235

uinoa is a seed which can be used Benefits Q in a similar way to most grains, as a carbohydrate source. Each serving provides 9g of complete protein, which is unusual for a plant food and largely the reason that it is often considered a superfood. Alongside the protein content, quinoa provides 6g fibre and 30% of your daily recommended amount of magnesium.

per serving, Downsides Quinoa is relatively expensive but also takes a long time to cook. Standard cooking time is 20 minutes on the hob, which is a lot longer than similar

grains. urgen Soya and Linseed Bread. This is a B e Alternativ wholemeal bread available in just about every supermarket, which provides some serious competition to every foodie’s favourite ancient grain. Burgen bread costs just 10p per two slice serving, and packs over 13g of complete protein with 10g of fibre. Though it’s lower in Magnesium than quinoa, it does provide 30% of your daily calcium requirement, and at 250kcals the difference in total energy is negligible. Being a bread, of course, you don’t have to cook it and it travels well for work lunches, making it a great budget alternative.


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just beneficial but almost necessary in order to be as healthy as possible. This leads to either A) people spending far too much money on their food shopping in an effort to improve their health or B) people NOT improving their nutrition because they firmly believe that they can’t afford to. One of the main barriers to success I see in people I work with is the idea that they can’t afford to eat healthily. That eating well is something they want to do, but due to their financial situation it’s just outside of their reach. It’s time to make it very clear that this is NOT the case, and that a spurious marketing term should not prevent anyone from eating a diet which is as health-promoting as possible.

Don’t break the bank Feeling good and eating well doesn’t need to break the bank. Here’s a list of purported ‘superfoods’, and an alternative which will give you ALL of the same benefits in the real world at a fraction of the cost. I’ll be totally honest - they may not get you so many Instagram likes, though…sorry.


Price £1-£2 per 100 g serving depending on your supermarket of choice and the size of the punnet you buy. Calories Around 70 Benefits Blueberries are a great source of vitamin C, but they became the darling of the superfood movement when researchers discovered the high antioxidant content – specifically the purpl e pigment group anthocyanins which are linked to disease prevention and weigh t loss. Downsides Blueberr ies are very expensive , being one of the most costly com monly-available fruits on the market. They also notoriously have a short shelf life . Alternative Red Ca bbage. Red cabbage is, much like blueberries, packed wit h anthocyanins as well as a host of vitamin s such as C and K. Not only that, red cabbage has fewer calories per 100g (it’s around 30) and costs roughly 5-10% of the price, often being les s than 60p per kilo. Sh redded and mixed with a little olive oil and spices it makes a great slaw to add to sal ads or sandwiches, or you can slow cook it with apple to make an awesome accompan iment to a roast dinner.


There are tonnes of general swaps you can make which can save you money when eating healthily. Buy frozen vegetables for soups, stews and stir fries, don’t buy into the hype of organic produce and buy local where you can. Supermarkets are also starting to sell ‘wonky’ vegetables which don’t match the beauty standards of modern shoppers while still being the exact same nutritious produce. There’s nothing wrong with spending a little more on your food shop, but never forget that eating well is one area of life where you don’t necessarily get what you pay for.

Ben Coomber is a performance nutritionist (BSc, ISSN) speaker and writer. For more information visit:


£1.75 per fillet Price Typically around 100g Calories Around 230 per king of Omega-3 fatty Benefits Salmon is the just about every acids, which are linked to k of. Weight thin can you efit health ben lth, disease hea t loss, muscle gain, join ement, the rov imp t sigh eye , prevention -3 fats are ega Om list goes on and on – on has salm lity qua d goo and e awesom . ked coo around 1.8g per 100g

of this list, Salmon is Downsides Like the rest but to get ‘really expensive. Not only that, get wild caught, to d nee you good’ salmon, ble the price dou to which means paying up ve. I’ve stated abo e. dines. Sardines are awesom Alternative Canned Sar p per -50 (40 ap che lly rea y Not only are the close to salmon can), they match up pretty 1.4g per 100g with king ran -3 on the Omega e you can aus cooked. On top of that, bec , sardines tain con y the es eat the tiny bon ! ium calc with ked pac are

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Fit Kit

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

Get The Buzz Without The Fuzz Matcha tea could be helpful for sportsmen and women thanks to a natural chemical found in it called theanine. Theanine is seen to reduce the associated anxiety or ‘fuzziness’ of the naturally occurring caffeine in matcha, meaning the finely powdered tea could give gym goers a ‘buzz without the fuzz’. PureChimp will make matcha tea, and its benefits, accessible to everyone with the launch of their handy re-sealable 20g serving pouches of Japanese Ceremonial Grade matcha green tea. Visit

Passionate about protein and the planet With 16g of high quality vegan protein per bar, it is not surprising BodyMe’s new range has launched to such high applaud. Registered with The Vegan Society, the products use a mixture of pea, sprouted brown rice and hemp seed proteins to ensure they contain all nine essential amino acids. This effective protein blend is combined with raw fruit, nuts, oils and superfoods. The result is a range of cold pressed raw bars, which are gluten and soy free. Available in three delicious flavours. Visit

Accelerate exercise performance with algae A recent study has shown that chlorella, a green freshwater algae supplement, can increase the efficiency of the body’s energy metabolism and lactate removal systems. Sun Chlorella, whose new DYNO®-Mill technology breaks down the cell walls of the algae to ensure you’re getting as many of its nutrients as possible, are one of the world’s leading brands and offer a range of granular and tablet chlorella supplements. Visit


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Dr Zak’s High Protein, Low Sugar Cookie Dr Zak’s, the high protein functional foods brand has brought yet another game changer to the table, this time in the form of their High Protein Cookies. Milk Chocolate Chip, this soft baked and indulgent cookie not only tastes great but also hits the mark nutritionally. Each cookie delivers 15g of protein, with less than 2.7g of sugar and as little as 4.2g of impact carbs. Contact Official UK distributor Musclefood Wholesale on 0115 979 8413

Life Fitness Sandbells Perfect for incorporating into your workout at home or the gym, the shifting movement of the sand challenges stabilising muscles and will engage hand and wrist gripping muscles that are challenged when using solid products like dumbbells or kettlebells. A bonus of the sandbell is that you can slam these without damage to your floors. Visit

Epsom Salt Muscle Spray Westlab are the mineral bathing salt experts and the UK’s best bath salt manufacturers, so it’s no wonder their brand new launch is taking the fitness world by storm. The new Epsom Salt Muscle Spray is packed with all-important Magnesium, helping to revive muscles during and after exercise by spritzing directly onto targeted areas. Magnesium aids in muscle control, energy production and helps to prevent muscular cramps, making this spray a gym-bag essential. Visit

To sponsor this feature, contact:

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Think small and go big! Paul Swainson, Head of Future Fit School of Personal Training, asks ‘what makes you the ‘go to’ trainer’?

“Your typical client.” “Your niche.” “Your avatar.” Sound familiar? I should imagine they do because these terms are regularly cropping up within business and marketing training for PTs. And for good reason. The perceived wisdom is that you need to think ‘smaller’ to be ‘bigger’. Let me explain. If you’re a ‘jack-of-all trades’ PT with clients who are young and old, male and female, fit and unfit, healthy and unhealthy, it’s hard for people looking for a PT to identify with you or your skillset. You need to think like your potential client. Imagine a young mum called Laura. Her baby is 7 months old and she wants to get back in shape and fit once again. Who will she ask? Her friends. And if someone knows a trainer who has helped another young mum achieve similar goals, Laura will, quite rightly, feel confident this trainer can help her. And if she then finds out this trainer specialises in post-natal training, weight loss and toning programmes and has six ladies currently training with him or her, she’s going to feel really confident in their skillset for her own needs. In this scenario, you are the ‘go to’ trainer for postnatal/ young mums. This is just one niche that you could work to fulfil. You might prefer to work with 30-something city workers wanting to combat their sedentary lifestyles, young women shaping up for their wedding or holiday-of-a-lifetime. APRIL 2017



Maybe middle-aged dads that want to be able to keep up with their kids would suit your personality and skills or older people wanting to keep active as they age. All these groups represent an opportunity for you to be THE PT they want to work with. So, by going smaller in terms of your potential clients you’ll go bigger in terms of your reputation and booked-on clients. Before you choose your key audience you’ll obviously need the right technical skills and relevant qualifications. There are plenty of CPD courses out there to choose from to help you hone your skills in training, communicating and marketing within this niche. Sounds good so far but how can a gym-based PT be a specialist – aka ‘choosy’. On the face of it, gym-based PTs probably are expected to be able to train anyone who walks through the door. With thousands of members right in front of you, everyone's a potential client so surely there's no need to isolate and target a niche, right? Wrong, actually. Let's say there are 4000 members at your gym. There will be a range of demographics and sub-groups within that number: males, females, younger people, older


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people, experienced exercisers, beginners… the list goes on. It's just a micro version of the local community you would be looking for clients in as a trainer outside of the club. If you do your research, you can still make sure there’s enough people within your niche to make it viable. From the members’ point of view, they see a gym with 15 PTs knocking around. How are they going to distinguish between them all? As a gym-based PT, identifying your niche and positioning yourself as the go-to trainer for specific people with a specific need is a great way to differentiate yourself from other trainers. Further down the line, everyone wins. You as a trainer as your specialist services become more and more in demand; your fellow PTs on the gym floor as you work alongside each other and don’t compete for each other’s clients (provided you choose different niches of course!) and the gym owner as word gets out about their PTs offering specialist skills, this will attract members. So, start small – be focused, clear and loyal to your preferred niche. Don’t expect to stay small though: as your results – and happy clients – speak for themselves your niche will grow very nicely indeed.

Show Time


Chris Zaremba tells us about his preparation for an up and coming fitness modelling competition It’s now three weeks to go until my next appearance on the fitness model stage – it’s an event organised by the Pure Elite federation. With every passing week, the training and nutrition gets that little more precise. Before I go into details, however, a quick introduction to these contests... Fitness modelling is a theatre stage contest where the competitors are on stage with not much on in the way of clothing, and there is a team of expert judges to study the physique, presence and presentation of those competing plus a full house of spectators, and TV cameras to catch every move. Fitness modelling is a lot like a bodybuilding contest, but with more elegance and the emphasis on aesthetics and model marketability rather than size – basically smaller muscles, bigger smiles and bigger trunks! There are multiple categories during the day - males and females are separate classes of course, and within the male half there are categories for tattooed muscle, beach body, body transformation, as well as the general fitness model categories sorted by age group. Age categories are teenage, junior (up to 25), under 35, under 45 and over 45. I fit in the over 45 by quite a long way – I’d be very happy if they had an over 55 that I could enter, but that category hasn’t been created yet. There are broadly comparable categories for females. I’ve done such competitions before – I’ve just counted to realise I’ve actually done ten. It’s my first since turning 60 APRIL 2017



– which puts me much older than others in the over 45 age category. I’m also entering the non-age restricted body transformation category, totally new to me, where I hope the fact that I’ve lost over a third of my bodyweight in fat over the past few years will help my chances.

Delivering objectives The overall aim of all the competitors is to increase the amount of aesthetic and in-proportion muscle, and reduce the amount of fat covering those muscles. All of the exercise and nutrition practices I’m on now are focussed on delivering those objectives. There’s a few other parts involved in chasing success – for me that’s posing practice (tougher than lifting the weights), body shave (yuck), and the spray tan (double yuck). I am pretty good on both exercise and eating correctly all year round – but for the past few weeks I have ‘turned up the dial’ on both these factors. If I had to summarise the approach in one line - I am now doing even more of the good things, and less of the bad things. On exercise, I’ve moved my fat-burning cardio from 4 days a week up to 7, and increased it from 40 minutes to 50, all on a cross-trainer or running on a treadmill. I much prefer the steady state approach to intervals, as I can use the time for emails and the like and don’t have to be focussed on keeping detailed track of time minute-by-minute. I can also get into the rhythm from my music, man. I like to keep the heart rate well in the aerobic zone, at 130bpm plus or minus 5. I do this cardio session first thing at the gym, as the last hour of my overnight fast, before going home for a decent breakfast. On resistance training, or weights, I have again turned the dial clockwise. I used to train an average of 5 times a week – one each of ABCDE then two days off (ABCDE are separate workout days Arms, Back, Chest, Delts and Elevators, with Delts being shoulders of course, and Elevators being the marketing-friendly word for legs I’ve invented for my system. Now I try for six times a week, doing double legs and only one day off: ABECDE – and upping each workout to eight exercises rather than seven.


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Cut the carbs On the nutrition side, I’ve cut down on carbs MonFri. I don’t usually keep a detailed record, but I try for around 2500 calories a day with around 250g of protein, 250g of carbs and 50g of fat. That’s all done by estimation and eyeballing amounts, which I’ve become OK at doing. Now, with the contest coming soon, I’m being more precise – keeping the weekends with the numbers as they were before (although with more accurate measuring), but Monday-Friday I’ve now cut the carbs down to 100g while leaving other macronutrients the same – giving around 1900 calories per day. Of those carbs, I see the sugars are the key thing to avoid, and I have those sugars just as fruit, and then only as part of my post-cardio breakfast and post-workout meal. The increased carb amounts at weekends is a carb ‘re-load’ and helps the body not get too accustomed to the low carb routine.

Secondly, and less good for the contest, but something I have to do (nay, want to do) is running a Marathon. This is just six days before the Pure Elite. I’m running to raise money for a very poorly little girl who lives near us. I haven’t really worked out the likely effects on my stage presence of expanding my cardio that day into a 26-mile trip, except to say that I think I may give the E workout a miss for a few days after! I definitely think marathon day will be a significant carb re-load day, and I will need to drop lots of carbs in the few days between the run and the contest. So – three weeks to show time. I will be as ready as I can be, and will be cheered on by the manic supporters that are my wife Jenny and some friends. I plan to do the best for myself, Jenny and those friends who are putting up with the prep once again. And I want my eleventh event to be my best ever!

Is it having an effect? Well, the scales say I’m down a few pounds, and the percentages show that specifically the bodyfat percentage is also down – which is the plan. Also, the gym performance is not deteriorating, so I’m still adding some strength along the way. We will know in two weeks’ time, I guess, although there’s a few more macronutrient manipulations to come. There are a couple of additional factors that will influence all of this: Firstly, I am off to do a week of concentrated gym and cardio training, plus spot-on nutrition, in Los Angeles, the spiritual home of fitness. It’s a chance to get into the training spirit at Gold’s Venice, and do a little topless training in the sun at Muscle Beach – for the spectators benefit, of course. Not me showing off at all. Heavens no.

Chris Zaremba used his nutrition and training strategies to transform from very overweight to contestwinning condition in five years starting at age 50. See for more.

Chris Zaremba is 59, and has made a massive transformation in his life. He has lost over a third of his body-weight over the past few years, moving from being obese with medical-alert bodystats to becoming a fitness model and winning world championships as fitness model and muscle model for his age group. He has developed his own detailed workout system and package for this – which he follows to this day – and is available for you to purchase. It is called the ABC7 System, as the first three workouts are Arms, Back and Chest and the number 7 comes up frequently in the programme. It’s available from Chris for £49, which includes full documentation, spreadsheets, over 120 videos of different exercises and

more than 250 photos. All suitable for whatever age you are! You may – or may not – want to follow in Chris’s footsteps all the way onto the fitness modelling stage. Either way, following the System should help you up-the-fit and down-the-fat, and achieve a real improvement in all your fitness measurements and activities. And see the difference too! Send an email to if you want to order the ABC7 System. APRIL 2017


How to cre fitness com business

Kirsten White from Athliit provides five ways to build relationships and nurture a strong community within your gym They say first impressions are everything. While this is generally in terms of people, it’s surprising just how accurate this statement is in terms of gyms. I’ve been to various gyms and health clubs around the globe and to be frank, I decided within the first 5 minutes whether I would buy a membership or not. Many other gym goers have also had a similar conversation with me. They all agree on what I consider to be the most important, even vital, component for a successful gym: community. It begins from the moment you step through the front doors. Are you greeted? How about by name? This is the exact moment that relationship and community building begins. Your employees should be creating a happy, non-judgmental and welcoming environment to ensure members feel comfortable. Building a bond with your members will give them that extra incentive to make time for the gym that day. Happy members also lead to higher member retention. We all understand the concept of community building and why it should be a key objective for any fitness center. The tricky question is what can you do to create this community atmosphere? There are a lot of ways you can boost your community, however, some are more effective than others. Here are my top 5 ways to build relationships and nurture a strong community within your gym.

1. Know your members There’s a huge difference between simply recognising a member’s face and knowing their name and what they are interested in. While this may seem like a difficult task, it’s worth the effort. Think about it: your member is investing both time and money in your gym; you should ‘repay’ them by caring about who they are. Some will prefer not to share much, but knowing their name is a great start. I also recommend that you invest in a management system that allows employees to enter member data. Then encourage your staff to save important information and use it to personalize their member interactions.

2. Engage online In today’s digital age, everyone is online. While you may see members in the gym, social media is still an essential touchpoint for both current and future clients. Don’t be afraid to share exciting news and recent event images to 70

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eate a ommunity


reiterate your club culture online. It’s a good idea to have a Facebook page and creating a Facebook group exclusive for your members is even better. This not only allows you to communicate directly with them, but also encourages members to connect with each other.

Social media is a necessary tool to build your community. You can extend your reach and gain members while supporting and engaging your current ones. If you’re not sure what to post or what platforms to use, make it easy and simply ask your members! There’s no better way to ensure your content is relevant than by simply asking them for their opinions.

This is the most efficient way to make sure everyone is included and no one feels left out.

Announce the teams online and allow them to connect with one another. Challenges can range from gaining the highest percent of muscle to the team that made it to the gym the most number of days in a given month. The key to making sure challenges work is to offer a prize at the end. Prime examples include a free gym t-shirt and water bottle or a free gift card to a shop that your gym has a partnership with.

3. Display member achievements Show your members that you care about them. Hitting a new max, setting a new 5k PB, or losing weight are all immense accomplishments. We all know the amount of dedication and effort needed to reach these goals. Your gym can act as a support system throughout and highlight member achievements. Acknowledging members will make them feel important and even more proud of their feat. Bonus tip: Further this by allowing other members to write or post congratulatory remarks!

4. Host monthly events Events are one of my favorite features that only a small amount of gyms currently utilise. The best part is that the options are endless and your club can really get creative. Maybe you want to have a monthly ‘cheat day’ with your members. Offer them free pizza, donuts, or pancakes. While this idea may not be for all, it can be a great way to add some excitement to your club and bring members together. Another idea is to have a workshop once a month. Each month could be a different topic, where your trainers can help members with specific fitness or nutritional goals and questions. Once again, this emphasises that your gym is there as a supportive community.

5. Create team challenges Human nature makes most of us competitive to some extent. Your fitness center can use this to create friendly and fun challenges for members. I recommend having members sign up if they are interested and then randomly creating teams.

Put your members first In the end, the most important thing to remember is that your members are your lifelines. Put your members first and ensure that all touch points with them (face-to-face, online, print) are conveying your gym culture. Show prospective members the inviting community that they could be a part of and focus on bringing them together. All the points above foster community building, and the more connections you make among your members, the greater the chance is of your gym becoming successful. Athliit is an all-in-one sports management platform built for sports clubs, gyms, studios and health practitioners to make managing members easy. We have combined all the essential components for managers on one intuitive platform. We believe sports management should be fun and easy to do online. For more information visit APRIL 2017



ARE YOU S Colette Dailie provides insight on strength training I’m here to help clear up some myths, teach you some facts and hopefully make you laugh a little. Training in a gym should produce physical improvements. Actually, mental and emotional fitness are coupled with the physical - so improvements all round are the rewards we should all look for. Now, if I were to put my Sport's Science hat on , I could say ‘Specific training elicits specific training adaptations’. Translated this means: the type of training you opt for will govern the results you get. I was a Powerlifter at international level for bench press. I like to answer this question "Are you strong?" with a very excited "yes". With the help of some friends and a local gym (Coastside Fitness in Felixstowe) we conducted a mini survey. This comprised of males and females of all ages, sedentary individuals and frequently exercising gym members. The first question we asked was a seemingly simple question - "Are you strong ?". It was offered in the form of a closed ended question, with a yes or no answer choice. Surprisingly, not once, did any individual answer - yes or no.


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The majority answered "What do you mean by strong"? So, what does the term strong/strength actually mean? Where did it come from? For the purpose of these article, we are focusing on physical strength within the arena of the gym and subject of training with resistance. Historically within the parameters of physics, the word "strength" was born out of Issac Newton's second law of motion. The 2nd Law of Motion expresses the relationship between force, mass and acceleration. The second law states that the acceleration of an object is dependant upon 2 variables: 1. The net force acting upon the object 2. The mass of the object At this point I should imagine that any gym member reading this would ask "What has this got to do with my strength or even my workout”? Let us clarify the different definitions of this term. In doing so we will enable you to decide what exactly you are striving for with your workouts and it will help you to choose the correct type of training.


STRONG? STRENGTH TRAINING We can divide strength into five different categories: Maximum Strength Definition: The maximum force the neuromuscular system can exert in a single voluntary muscle contraction. Test/exercise: 1 RM (1 rep max). Training: High training loads/ resistance (weight) with low numbers of repetitions within each set. Compound exercises. Static Strength Definition: The force exerted by the neuromuscular system while the muscle length remains constant, known as an isometric contraction. Test/exercise: For this there is no definitive exercise within a gym that is measurable of this type of strength. However, many bodybuilders approaching competition day will have posing practice sessions as an integral part of their preparation training. Holding poses in an isometric contraction helps improve muscle separation. Explosive/Elastic Strength Definition: The application of strength and speed- power. The ability to expand maximal amount of energy in one or a series of strong, sudden high-intensity movements or apply a successive and equal force rapidly. The ability to overcome a resistance with a high speed of contraction. Eccentric followed by a concentric contraction (muscle lengthens and then shortens – stretch reflex). Test/exercise: Vertical jump test- The performer stands and marks against a wall his full reach. They then crouch and jump, marking the wall as high as they can. The measurement between the two marks is taken. Standing long jump- The performer stands, feet parallel behind a line. They jump as far forward as they can. A measurement is taken from the line to the back of the closest foot to the line. Improvement of explosive or elastic strength would result in higher/longer recordings in the jumps. Training: Weight lifting exercises, barbell jump squats, clap press ups, medicine ball training Dynamic Strength Definition: The ability of the neuromuscular system to overcome a resistance with a high speed of contraction. A more simple, less scientific way of explaining this would be:

The ability to apply a large force repeatedly over a sustained period of time. Test/exercise: Wingate Cycle Test – the performer (after a warm up) pedals ‘all out’ for 30 seconds whilst seated on a cycle ergometer. The test measures peak anaerobic power, the rate of decline (fatigue), and the average power output during the test. Training: Hill sprints on treadmill and weighted circuit training. Strength Endurance Definition: The ability of a muscle to sustain or withstand repeated muscle contractions or a single static action. Test/exercise: There are a number of localised tests/ exercises for specific muscles/muscle groups. Abdominal curls – The performer carries out a series of sit ups in a certain amount of time. The number of sit ups is recorded for review after a period/cycle of training. The aim is to perform more repetitions in the same amount of time. Another popular test is the press up test, which tests the endurance of the arms and shoulder. Training: Low training loads/resistance (weight) with high numbers of repetitions within each set. To be physically strong does not instantly mean everyone will wake up tomorrow with the same size muscles as Arnold or the Incredible Hulk. So for all of us females - don't be scared of being strong. Strong is good. APRIL 2017



Ask the expert

Got a problem you need solving? Our team of experts are here to help! If you have a question you’d like answered, get in touch – email

No new phenomenon Q. Is Low Intensity Steady State (LISS) training set to become the next big fitness trend? Amy Sutherland, Manchester

The joy of apps Q. We already have a mobile app which our members use for online booking, but I’m sure there’s more we could be doing with it. How we can we make the most of this technology? Martin Winters, Dorking

Owen Bowling, Founder of CrankIt Fitness, answers: I could not help feeling a sense of disappointment and amusement when I read the recent article in The Telegraph, titled: ‘Ditch those heart-thumping HIIT sessions: low intensity exercise is the best way to work out.’ The article claimed that Low Intensity Steady State, (LISS) training is set to become the next big trend in fitness, based on a principle that an individual should train at 60-80 per cent of their maximum heart rate over a period of 40-60 minutes. Excuse me for not gasping in astonishment at this revolution, but isn’t this exactly how most people working out in our facilities have been training for years? In fact, isn’t this principle as old as the UK fitness industry itself? Don’t get me wrong, I have no problem with the concept of LISS training and accept that this method delivers physical and mental benefits to most people working out in our gyms. HIIT training has its place but it certainly does not suit everyone. LISS offers low risk, high gain, health opportunities for most segments of the population; old or young; experienced exerciser or beginner. My point is that this is no new phenomenon, it’s a proven training method, utilised by personal trainers and gym instructors, every day in almost every mainstream fitness venue in the country and should be celebrated as such. It is a real shame that the national media is so focused on reporting only shiny, new principles, rather than celebrating age old, ones. Articles like this help to keep the benefits of physical activity in the news, which can only be a good thing, but I worry that the constant reporting of new exercise phenomenons positions our sector as flippant and non-committal. It makes it look like we are always chasing the promise of ‘the next big thing’ to enable us to deliver beneficial social, mental and physical outcomes when we have been promoting and prescribing proven training principles since the birth of the sector more than thirty years ago. To find out more about CrankIt Fitness visit their website here

Tom Vian, Senior Product Owner, Gladstone: In general, fitness operators that offer branded mobile apps are already aware of the potential of this technology to improve their customers’ booking experience. But in terms of what apps can do to improve member engagement and boost retention, this is only the tip of the iceberg. Products such as Gladstone’s MobilePro are a powerful way to engage customers through social media. There are two elements to this. Firstly, the app gives users direct access to your Youtube, Facebook, Instagram and Twitter accounts, allowing you to communicate key news and promotions, and keeping your facility at the forefront of your customers’ minds even when they’re not there. Secondly, it allows your members to share information from the app on their own social media pages, from an interesting news item to details of a class they’ve booked. As well as helping you reach new customers (MobilePro creates a microsite page for each item so your member’s followers don’t need the app to read the post) and encouraging app download (every shared post includes a link), research shows the person doing the sharing benefits from an increased sense of belonging, which in turn increases their engagement. Another way you can use mobile apps to engage members is through push notifications, focusing on everything from new classes and promotions to changes to your facilities. Using Gladstone’s Business Process Manager – a back-of-house solution that automates administrative tasks – you can even send emails via MobilePro to alert members when space becomes available in a class. This may be one they’re on a waiting list for or one our business intelligence tool eyeQ has identified they may be interested in. They can then book the class with a single click, both increasing their satisfaction with your service and getting them back through your door. And the joy of mobile apps is they’re not just for members. If you offer pay-and-play services, the best way to get people to use them is to give them access to your pricing, timetabling and availability upfront. An app will give them this; and from there, you may be able to tempt them to full membership, too. To find out more about MobilePro visit the Gladstone website here.


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Appointments A round-up of industry movers and shakers Bigwave media appoints new Head of Business Development Full-service leisure marketing agency, Bigwave media has appointed James Anderson as Head of Business Development.

James Anderson

Anderson will be responsible for building business across the leisure sector in the UK; in particular spearheading the ongoing promotion of Bigwave’s wide product catalogue, from creative and digital marketing services to strategic business consultancy and General Data Protection Regulation conformity solutions.

124% revenue growth and introduced new business opportunities such as a tele sales provision – helping to deliver more than 50% of new business opportunities. His proven success in managing and developing sales teams, alongside comprehensive market knowledge, will make him a valuable asset to the Bigwave team.

Anderson brings a wealth of commercial sales experience to the role, with an extensive career within the leisure industry, which has seen him drive highly successful strategies and build significant margins.

Anderson commented: “The leisure industry is a sector I have a passion and affinity with. I’m looking forward to supporting clients in engaging, converting and retaining their customers helping them to achieve better business results and subsequently to assist with Bigwave’s own growth.”

In his five years previously, working for fitness equipment supplier Star Trac, Anderson achieved

Life Fitness continues to expand UK sales team Life Fitness, the global leader in commercial fitness equipment manufacturing, has expanded its UK sales team with three new appointments. The strategic restructure follows the successful integration of Cybex International, which joined the company’s family of leading fitness brands in January 2016.

Craig Cocking

Dave Connolly

Marc Jones

Continuing its commitment to further developing the Life Fitness brand and deepening the breath of its product portfolio, the company has created a single sales team which has grown to incorporate the newly-created Health, Education and Dealer division. Craig Cocking, who was previously UK Vertical Markets Manager and worked with the education and private sector accounts, is now UK Head of Health, Education and Dealer Sales. In his new post, Cocking is responsible for developing dealer relationships, Uniformed Services, Medical, Active Ageing, Rehab & Physio, University sectors, and Pro Sport and Athletic Clubs. Dave Connolly, has taken up the position of UK Local Authority & Trust Manager and reports to Rob Jones, who remains UK Head of Core & Vertical Sales. Connolly, who joined Life Fitness in 2006, was previously Public Sector Account Manager

and has worked closely with accounts such as Pembrokeshire County Council and Sports Trust Soll Leisure. Marc Jones, who joined Life Fitness in 2013 and was previously Public Sector Account Manager, has been promoted to the role of UK Vertical Markets Manager to oversee new business development and account services with national vertical market accounts. Commenting on the new-look sales team, Danny Oliver, UK Country Manager, Life Fitness UK, said: “These latest promotions are direct recognition of the hard work, commitment and performance of three valued individuals. As Life Fitness expands into new product categories and widens distribution in new customer segments and regions, I’m confident our strengthened sales team will help lead us into a future of continued growth and customer partnership.”

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