THE UK'S NO 1 DIGITAL MAGAZINE FOR GYM OWNERS & FITNESS PROFESSIONALS
ISSUE 37 // April 2019
Taz dunstan says Smart business should not be guess work RETENTION CONVENTION 2019:
R E V E AL E D
LIFE BEGINS AT 40!
WITH FITNESS ADVISOR, TONY BICKER OF ASPIRE INSTRUCTABILITY
T H E R E ’S N O ‘ O N E S I Z E - F I T S A LL ’ I N T H E F I T N E S S I N D U ST RY
KERSTIN OBENAUER COUNTRY DIRECTOR OF EGYM UK, GIVES THE BIG INTERVIEW APRIL 2019
N E WS / / REVIEWS // T EC H NOLOG Y / / TRE N DS / / EQU I PM E N T / / I NS IGHT
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Welcome... to the April 2019 issue of Gym Owner Monthly Magazine. The clocks have gone forward, and the days are lengthening – now is the time that people start to think about upping their fitness game ready for the summer. Make the most of this by working on gaining clients, and the right team to train them. Adam Kiani can help with this over on page 40 where he will advise how personal trainers can make the right first impression with new clients. Daniel Nyiri shares his business secrets on page 38, revealing that it’s all about people, plan, execution and cash. Matt Gleed discusses the value of a strong PT team on page 53. On the same theme Jason Hussain, Employer Engagement Manager at Premier Global NASM, believes that together we can achieve more – as long as we find the right people. Read his article on page 36. We bring you another inspirational story from Aspire’s Instructability Report on Disabled People Working in Leisure on page 46. And don’t forget to check out our new columnists Taz Dunstan and Irina Cotton.. See you next month!
Georgia & The GOM Team
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© Gym Owner Monthly Magazine 2019 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.
36 38 SPOTLIGHT
Gym Owner of the Month Joe Foster from Quay Fitness is Gym Owner of the Month
The Big Interview Kerstin Obenauer, Country Director of eGym UK, discusses digital technology and the future of the fitness industry
Fit Kit This month’s round up of kit
Appointments XERCISE4LESS announce appointment of new CTO All personal trainers are not created equal Jason Hussain, Employer Engagement Manager at Premier Global NASM believes that together we can achieve more – as long as we find the right people
40 42 38
“The only person you are destined to become is the person you decide to be” It’s all about people, plan, execution and cash. Daniel Nyiri, founder of 4U Fitness shares his business secrets
Learn to embrace rejection Adam Kiani helps personal trainers make the right first impression
No Pain, No Gain: Making Tax Digital James Thomas, QFP, Commercial Manager at d&t, explains how tax return changes could benefit your business
Aspire’s Instructability Report on Disabled People Working in Leisure From living in a tent in the woods to being employed by the City Council as a fitness advisor
Retention Convention 2019 unmasked Expert speakers from this year’s Retention Convention unmask the event and share valuable insight
How to recruit and keep the best trainers Matt Gleed discusses the value of a strong PT team
Build your empire on a solid business model Taz Dunstan asks, “have you created a brand and business model that you and your investors can bank on?”
Only 15% of your members will reach their fitness goals… Here’s how to change that! EZFacility and Trainingym have a plan to reach those 85%.
“I believe in fitness.” Four time British Fitness Champion and World Champion, Irina Cotton, questions ‘what does fitness really mean?’
TRX Workout Programmes Matt Gleed share TRX exercises for beginners, intermediates and the advanced
PT Academy Workout Programmes The PT Academy shares some chest exercises this month
We're always seeking contributors, if you're interested in writing for us then please contact: email@example.com
What’s hot in the fitness industry
The Training Room partners with ELC to offer ex-servicemen an easier route into personal training careers With many of their staff members coming from military backgrounds, TTR holds a huge amount of appreciation for the skillsets that people who have served in the Armed Forces can bring to the role of a Personal Trainer, from the ability to motivate and encourage other people to become the best versions of themselves and achieve their goals, to time management, physical capability and leadership. There’s a distinct overlap and obvious synergy between personal training and the fitness background of most people in the military, which, according to TTR, not only makes SPs the perfect fit for this type of job, but also means they are people capable of helping to achieve high professional standards within the industry. Andrew Powell, CEO of TTR, says: “Ex-military talent offers significant skills and brings the right attitude to most workbased scenarios. Having served in the military for eleven years previously, to include five years with the British Special Forces, I know only too well how amazing these people are.
Committed to supporting ex-service personnel (SP) to transition back into civilian careers, The Training Room (TTR), the UK’s leading provider of qualifications in personal training, is pleased to announce its new partnership with the Enhanced Learning Credit (ELC) scheme to enable former members of the military to acquire funding to more easily access personal training courses. By teaming up with the ELC scheme, starting from earlyFebruary, TTR will have further capability to assist the Military of Defence in promoting lifelong learning amongst members of the Armed Forces. ELCs can be used towards the cost of TTR’s nationally recognised personal training qualifications at Level 3 or above, helping eligible SP or leavers with the cost of learning – funding up to 80 per cent of a course, which is calculated in relation to the number of years served. ELCs can be used for up to five years after discharge, giving SPs the flexibility to begin courses in their own time, when they’re ready; something that helps significantly with the transition process. 6
“The partnership with the ELC is a key step in us supporting our Armed Forces make the sometimes traumatic and confusing transition between leaving the military family and taking the next step on their journey into ‘civvy street.’ “At TTR, we want to be at the forefront of supporting this journey and I very much look forward to understanding how we can work successfully with the ELC to ensure that we become a key part of their solution when transitioning this talent into the wider UK workforce.” Last year, TTR was able to onboard multiple ex-military personnel through other initiatives to support and enhance the career goals of those returning to civilian life, which included discounted course fees, additional Continuous Professional Development courses and equipment. Now, with the ELC scheme in place, TTR – whose mission as a company is to connect people with opportunity – hopes to take this one step further in 2019 and guide an even greater number of SPs towards new careers in personal training, with further military packages planned for the future. www.thetrainingroom.com/courses/health-andfitness
Gym Member Retention Tool ‘Keepme’ Welcomes Jon Nasta As New Consulting Partner Keepme has announced the appointment of Jon Nasta as its new Consulting Partner. Nasta joined Keepme in February. Known for his expertise in member engagement and retention, Nasta brings with him a wealth of experience in the health and fitness industry, as a Consultant in this expert track. “The Keepme product captured my full attention from the minute I first heard about the concept. The service delivers on every aspect of member communication, engagement, and retention that I have worked towards over the last fifteen years,” said Jon.
retention optimisation opportunities and then through its comprehensive, integrated, engagement tools, it gives you the opportunity to change the outcome. For further information, please visit the official website at www.keepme.ai
Anytime Fitness Partners With FunXtion To Enhance In-Club Member Experience The world’s fastest growing fitness franchise, Anytime Fitness, has formed a strategic, global, partnership with FunXtion, experts in interactive digital fitness, to further enhance its in-club member experience.
Nasta comes to Keepme with 15 years of experience in the retention management field. Most recently, Nasta worked as Director of E-Commerce & Marketing for UK gym chain, Xercise4Less, where he helped to drive the gym’s ambitious expansion programme around the region. Previous positions have seen him as COO of Retention Management LLC, and Sales Director for Matrix Fitness. Nasta combines his expertise in consulting with many other relevant skills, such as public speaking at core fitness industry events (The 2018 IHRSA European Congress & The Scottish Leisure Network Group), implementing effective loyalty/rewards schemes and improving communications & engagement with health club members. Nasta’s knowledge and commitment to retain members within an industry that faces challenges to achieve a consistent retention strategy, is inspiring. His passion, experience and work ethic will be an asset for Keepme, and we are thrilled to have him on board. Keepme is an AI-powered membership retention tool that identifies with pinpoint accuracy your at-risk members. It helps you identify where within your business there are
Though the installation of the interactive, FunXtion Experience Station (FES) located on the gym floor, members will have access to a vast array of bespoke, guided virtual classes, workouts, and exercises, 24 hours a day. Through intuitive touch screen operation, the FES will deliver programme innovation to functional spaces, maintaining member motivation and enhancing engagement.
Total Market Value: 4.7 Billion in 2017
4.9 billion in 2018
What will 2019 Bring?
As the total market value of the UK fitness industry continues to rise, the one question on our minds is: "Will we see it reach £5 billion in 2019?"
Source: LeisureDB 2018 State of the UK Fitness Industry Report
FunXtion’s seamlessly integration with the Anytime Fitness CRM system creates a connected ecosystem which allows content to be pushed out to all geographical regions, applying automated language changes as necessary. “Our in-club experience is all about Coaching, Caring and Connecting with our members more often,” says Chuck Runyon, CEO of Self Esteem Brands, Anytime Fitness. “What I particularly like about FunXtion is that it really benefits the coach to simplify the experience, saving them time and standardising the programming so that we can deliver it to our members at a very high level. With one swipe of the Anytime Fitness key fob they are all set up and ready to go, again giving us more time to connect with our members. “The FunXtion Station is stylish, branded and looks fantastic in the club. We are very excited by what FunXtion enables us to do which is Coach, Care and Connect with our members effectively.” FunXtion Experience Stations are available now to all Anytime Fitness franchisees, fully loaded with bespoke Anytime Fitness content. FunXtion will work with Anytime Fitness to continually review and refresh content and functionality to ensure the experience remains at the forefront of digital fitness innovation. Shelly Nikolou, Vice President of Global Partnerships at Anytime Fitness, says: “We are thrilled about entering into a collaborative and strategic partnership with FunXtion. This partnership is the result of a lengthy and intensive search for a digital solution and we feel very confident that we have found the right companion. FunXtion will enhance and complement our group training experience in all markets where Anytime Fitness has presence outside of the United States and Canada.” In addition to the member benefits, FunXtion also provide Anytime Fitness with a wealth of real time data relating to member profiling and business analysis. It will also enable the delivery of bespoke marketing campaigns to help drive member engagement and maximise revenue opportunities. Ernst de Neef, CEO of FunXtion, adds: “We are delighted and excited to announce our partnership with Anytime Fitness. I am confident that FunXtion will bring essential added digital value to Anytime Fitness clubs. This new partnership will enrich the fantastic current offerings and bring member experience to even higher levels.” To find out more visit www.funxtion.com. To view a short video demonstrating how FunXtion will integrate with trainers and members, go to, https://www.youtube.com/watch?v=_ cU44kshsOk&feature=youtu.be
World’s first virtual personal trainer counts reps and provides feedback using just a smartphone The world’s first virtual personal trainer will count your reps and provide real-time audio feedback, using just a smartphone. AI is disrupting the fitness industry and democratising access to professional training worldwide. 8
Leveraging years of building health and fitness applications, including the world’s leading back pain app, digital therapeutics pioneer Kaia Health is now launching Kaia Personal Trainer, the world’s first full-body virtual personal trainer which tracks exercises, creates personalised fitness plans, counts reps and provides real-time audio feedback. The app is powered by patent pending AI-powered motion tracking technology and uses just a smartphone (no additional hardware is required). It is like having a personal trainer at home – without having to go to the gym - and is democratising access to professional physical training and wellness feedback worldwide. The Kaia Personal Trainer app has been developed with physiotherapists and fitness experts. It combines AIpowered motion tracking technology and personalised training to offer a customised full-body workout featuring a variety of exercises, including the side plank, bridge and reverse crunch. To activate Kaia Personal Trainer, users stand seven feet away from their smartphone camera and begin exercising with video instructions. The app tracks physical activity with a 16-point system that compares the metrics of actual movement against ideal movement, including the relative positions of limbs and joints, and the angles between them. Kaia Personal Trainer counts the number of reps and provides users with instant, personalised real-time audio feedback, advice and encouragement to improve fitness and performance. Kaia Personal Trainer covers all relevant body parts and muscle groups, including the lower back, core, glutes and hamstrings. The AI-powered motion tracking technology adjusts the difficulty level and exercise based on the user’s feedback – and is particularly suited to those with little experience or training who want to integrate exercise into their lives in a mindful way. Maximilian Strobel, Head of AI Lab at Kaia Health says: “Kaia Personal Trainer is a full-body workout in your pocket. It uses tech to offer you the experience of a personal trainer anywhere, with real-time performance metrics - without the expensive personal trainer fees. The app puts users in control of their exercise performance with a virtual personal trainer which accompanies their every step. This fosters more intimate connections, establishing a relationship by becoming a part of their everyday routine and integrating with their fitness goals. We’re incredibly excited by our patent pending AI-powered motion tracking technology and virtual personal trainer as it has the potential to democratise access to a sustainable wellness feedback and fitness training worldwide.” Commenting on the unique technology behind the Kaia
Personal Trainer, Achilleas Georgiadis, Principle Deep Learning Engineer at Kaia Health, says: “Up until now, specialised hardware like a Microsoft Kinect was required to track the human body. We remove the need for costly hardware using advanced Deep Learning and Machine Learning algorithms and optimised them for mobile. This enables us to track the human body in real time using only the hardware of the smartphone – hence democratising access at no additional cost.” Kaia Personal Trainer is available on smartphones and tablets (iOS 12 only) and can be downloaded via the Apple App Store. The technology will be released on Android in Q2 2019. The first seven days of the programme are available free within the free trial offer. In the US, the Kaia Personal Trainer app costs $29.99 for three months afterwards. The app is currently still free outside of the US. www.kaia-health.com
Fusion Lifestyle and Active Life Team Up to Unlock £11.5m Investment Programme
stable platform for the service for the long-term and facilitate long-awaited transformations of our centres that will expand the reach, capacity and quality of the service. It is also a deal that couples continuity of local experience, knowledge and the extensive partnerships that have been established, with the robustness and expertise of Fusion Lifestyle.” David Ford, Director of Commissioned Services at Canterbury City Council said; “This will be a huge investment in leisure facilities, and we know from our previous consultations that the demand from local people is definitely there. The merger between Active Life and Fusion Lifestyle will bring considerable benefits for both us and residents - it's a great combination of local knowledge and the experience of a larger, national operator.”
Boutique Fitness Studio Targets Over 60s The owners of a new boutique fitness studio in Bath have asked zynk Design to create an interior that broadens the appeal of HiiT training to the over 60s.
Leisure charities, Fusion Lifestyle and Active Life have joined forces in completing a new long-term deal with Canterbury City Council.
The deal will see Active Life enter into 50-year leases for the Council’s three main leisure centres and then work with Fusion to deliver an investment package of circa £11.5million into Kingsmead Leisure Centre in Canterbury, Herons Leisure Centre in Herne Bay and Whitstable Swimming Pool. The investment package will refurbish and redevelop the leisure centres, creating extended and improved health and fitness facilities, new family-friendly play facilities and high quality changing, circulation and café areas. As part of the deal, Active Life will become a subsidiary of Fusion, but will continue operating with an independent identity and a local board. Peter Kay, Chief Executive of Fusion said; “In an increasingly challenging environment for local authority leisure services, there is a demand for greater efficiency and more innovative thinking. This partnership between Fusion and Active Life allows both organisations to further their charitable objectives and delivers to the City Council significant improvements to their leisure facilities and the future financial position.” Neil West, Chief Executive of Active Life said; “We are delighted to have brought this deal to fruition to provide a
The new 2500 sq ft Class studio, located in Bath’s prestigious new Riverside development, comprises two studios; one delivering Yoga and bodyweight Flow classes and the other delivering Turn & Burn: HiiT training workouts that incorporate air bikes. By delivering two different exercise themes, owner Rob Suchet hopes members will also adopt a broader approach to fitness. Class is the extension of Health, a successful personal training and nutrition business that operates from a separate location in Bath. Besides attracting new members, Class will also provide Health customers with an opportunity to supplement their one-to-one personal training with the benefits of group exercise. Speaking about the new studio, Stavros Theodoulou, managing director of zynk says; “The boutique fitness market is very buoyant, but its clientele is traditionally a much younger market with an interior design that creates an intense atmosphere. Class will have a very different feel to it, with an emphasis placed on bright, open-plan spaces that create a warm and relaxed welcome.” “We have wanted to create an extension to our Health personal training business for some time and see Class as a natural evolution of this,” explains Rob Suchet, Director of Health Bath Ltd. “Our personal training offering is very effective, but we realise the cost can be prohibitive for some people. Class enables us to deliver exercise to more people, especially the older generation who want to get more active but may find existing fitness offerings intimidating.” APRIL 2019
For more information about zynk Design visit www. zynkdesign.com or email firstname.lastname@example.org.
UK’s fastest growing company Gymshark to build first gym and innovation hub
by a club’s instructors, for that club’s members. Members therefore know they’re getting a workout that’s tailored to their requirements, not a generic ‘catch all’ programme designed by a remote head office. They also have a chance to take part in classes designed by their favourite instructor, which boosts the wow factor and drives adherence. Another exciting USP for Intelligent Cycling is that there’s infinite scope for the. creation of new classes at any point – and crucially, every on-screen journey is different, meaning. there’s no risk of boredom setting in for members. Instructors log in to a password-protected portal to build their own workouts. They choose the intervals and intensity they want for their class; Intelligent Cycling then uses AI to overlay appropriate footage, creating a so-called ‘journey’ – an on-screen route that travels through futuristic virtual worlds of water, air and space, all perfectly synced to the intensity of the workout.
Gymshark, the UK’s fastest growing company, is launching GSLC, Gymshark Lifting Club, a creative hub to combine research and development and working out into one unique facility. Awarding-winning design and build company, Oktra are designing the space. Lead designer at Oktra, Sean Espinasse said; ‘The new facility will include a studio for the new Gymshark fitness app, a 100-person auditorium, a R&D factory, several high tech photographic studios and a 20,000 sq ft gym. The space is designed to be a base for Gymshark’s creative teams, providing unique zones to try and test new ideas and products.’ Ben Francis, Gymshark Founder said; ‘During our time in this industry we have had the pleasure of visiting and training at the best gyms in the world. GSLC will see us combine our favourite parts of each of these gyms to create something which will serve as the ultimate home to anyone really interested in conditioning.’ The 55,000 sq ft high-tech complex will be located in Birmingham, within walking distance of the Gymshark headquarters also created by Oktra – hoping to create a ‘campus’ for their 270 team members. This will be the third project for Gymshark completed by Oktra, following their new Solihull headquarters and further office expansion in Hong Kong.
Intelligent Cycling powered by Wexer: A new, influencer-led workout every time When it comes group exercise, variety is key to keeping members engaged. And that’s exactly the thinking behind Intelligent Cycling powered by Wexer, a revolutionary new system that uses AI to deliver a unique, and uniquely motivating, member experience in every class. These immersive cycling classes use futuristic on-screen footage – footage that directly correlates with the intensity of the workout – to motivate participants. But what’s special about Intelligent Cycling is that the workouts are designed 10
This journey is uploaded into the Wexer Player for seamless delivery into the studio, ready for the instructor to use as a highly motivational backdrop to their live class. It’s the perfect marriage of live instruction and virtual entertainment, adding a whole new dimension to live classes. And if a member can’t make it to the live class, that’s fine. The workout itself – the intervals and intensity that sit behind the journey – are stored in the system, accessible at any point as an on-demand class. Even better, each and every time that workout is called upon – whether by an instructor or a member – Intelligent Cycling overlays new footage to ensure every single class experience is different, fresh…unique. Wexer CEO Paul Bowman says: “Intelligent Cycling powered by Wexer represents an exciting new way to enhance the member experience, and with it member retention: constantly fresh, engaging workouts that harness the power of influencers – the very people who drive loyalty to a club – all delivered reliably and seamlessly by Wexer’s market-leading technology.” www.wexer.comx
Orangetheory Expands UK Presence with Extended Life Fitness Partnership
as a dedicated team that we can call upon at any time.” Danny Oliver, Life Fitness UK Country Manager, added: “Orangetheory Fitness’ rapid success is testament to its overall member experience – with workouts that are not only highly engaging, but crucially deliver results too – and we’re proud to be a partner and support them in achieving their expansion objectives throughout the UK and beyond.” The partnership will see Life Fitness equip Orangetheory Fitness’ next UK studio, which is set to open in Derby later this year.
Orangetheory Fitness, one of the world's fastestgrowing fitness franchise brands, has chosen treadmills from Life Fitness for its newest studio in Altrincham, Greater Manchester. Opened in January, the Altrincham club is the global gym chain’s sixth UK site and the first in the North, as the US brand targets 40 new studios across the Midlands and Northern England over the next eight years.
RNIB launches new focus for Disability Confident scheme The Royal National Institute of Blind People (RNIB) has launched a new suite of resources that will help employers support blind and partially sighted people in the workplace.
The supply of Life Fitness treadmills to the Altrincham gym is an extension to the existing partnership with Orangetheory, who recently named Life Fitness as its preferred treadmill supplier ahead of the fitness franchise’s international expansion. The Life Fitness treadmills have been custom-engineered for Orangetheory, with an ultra-comfortable running deck and intuitive interface. The 21-inch Discover SE3 HD digital touch screen fitted to each treadmill can be adjusted frequently to enhance the user experience and Life Fitness’ open architecture also provides the capability to change language and measurement units, enabling Orangetheory to scale its business globally with Life Fitness. In addition, Life Fitness’ Halo Fitness Cloud will allow each studio to monitor equipment usage and proactively track maintenance tasks, whilst members can also use the platform’s app to track workouts and progress. With close to 1,000 studios in the United States and Canada, Orangetheory Fitness is a leader in the boutique training space. Each Orangetheory class, taught by highly trained coaches, is an hour-long heart-rate tracked, technology backed, full body workout that utilises treadmills and other equipment to help members elevate their heart rate to the “Orange Zone” or 84-91 percent of their maximum heart rate. The business has seen rapid expansion over recent years, with revenue increasing by 137 percent since 2016. With significant growth targets in the UK and worldwide, partnering with the right equipment is critical, as Catherine Jones, Head of Marketing at Orangetheory, comments; “Orangetheory takes a unique approach to membership management and by having Life Fitness as a trusted and accredited partner, our team can be truly confident that the facilities in our gyms universally match up to the dynamic and digitally enhanced approach we take to fitness, to ensure every user experience is unique and bespoke to the member. “We also know that Life Fitness have the capacity and infrastructure to support our growing requirements, as well
The resources have been created as part of the DWP’s Disability Confident scheme, the nationally-recognised Government accreditation that supports businesses to attract, recruit and retain disabled employees. Now available on RNIB’s website, the suite was launched on 19 March at an event hosted by insurance giant Zurich in London. During the launch, employers such as Royal Mail, O2 and John Lewis & Partners were brought together to recognise the contribution that blind and partially sighted employees make to businesses. They also got an exclusive first-look at the new resources, which have now been shared with more than 10,000 Disability Confident members. David Clarke, Director of Services at RNIB, said: “Although employment rates are at a record high, just one in four blind or partially sighted people are in work, which is a waste of valuable talent and skills in the UK workforce. “As well as helpful advice and best practice, our new suite of resources includes examples of people who are registered blind in a range of different roles – proving that people with sight loss can be graphic designers, film-makers and accountants. “With the right support, visually impaired people can thrive in the workplace and make a significant contribution to businesses in almost all employment sectors. We just need employers to realise the unique commercial value that blind and partially sighted employees can undoubtedly bring to their businesses.” The resources launched include a menu of webinars, good practice toolkits, guides for making changes and blogs. Employers are also invited to take an RNIB Workplace APRIL 2019
Accessibility Health Check, which assesses employers’ knowledge of the reasonable adjustments a blind or partially sighted person might need to do their job. Secretary of State for Work and Pensions, Amber Rudd, said; “My father’s blindness was a normal part of my family’s life and I have huge admiration for RNIB’s work. I am particularly proud to have them on board with Disability Confident. “Far too many blind and partially sighted people are missing the opportunity to develop their talents and connect with the world of work. By working together with RNIB we will remove barriers and create the opportunities that blind and partially sighted people expect and deserve.” The government currently aims to achieve one million disabled people in the workplace by 2027, but Work and Pensions Secretary, Amber Rudd, has recently made a commitment to review targets on disability employment. The Disability Confident scheme is part of this effort, and involves businesses agreeing to comply with at least one of several commitments. These include providing reasonable adjustments to the working environment, offering interviews to disabled people, supporting existing employees, offering suitable recruitment and advertising vacancies. To access the new RNIB suite of resources, visit www. rnib.org.uk/disabilityconfident
Blueprint Health & Nutrition Blueprint offers nutritional/lifestyle guidance and consultation based on the results of a hair-tissue mineral analysis, which reveals our clients metabolic disposition and other health parameters. The analysis provides information regarding the optimum balance of the macronutrients, protein, fat and carbohydrate, as well as information relating to the hormonal activity of the thyroid and adrenals, immune function, liver function, protein utilisation, digestive strength, blood-sugar control, toxic metal exposure and more. This is a cutting-edge and truly revealing test that is beneficial for all who seek to improve their health and wellbeing, energy levels and/or promote an anti-ageing effect. • Improve human functioning, energy production and athletic performance • Trigger anti-ageing effects • Optimise health, wellbeing and immune-function The nutritional/lifestyle programme is also beneficial in terms of identifying, and addressing where necessary, the following aspects of human physiology; • Protein utilisation and cellular repair • Blood sugar control • Hormone balance • Body fat • Skin health (tone appearance) • Digestive strength • Stress • Mental functioning and decision making • Allergies • Muscle tone How your health/fitness centre and membership base 12
would benefit? 1. P hysical endurance is maximised if energy production within cells of the body is ideal. The process of energy production within all cells of the body (including muscle cells) can be optimised by eating a customised diet based on your current metabolic blueprint and oxidation rate, and by supplementing essential minerals involved in the cellular energy production process. 2. Stamina and endurance can be enhanced by improving glucose tolerance and stabilising blood sugar response. 3. The brain operates more effectively when an appropriate diet supplies it with all the nutrients it requires. Enhanced brain functioning improves awareness and decision making, contributing to improved sporting performance. Neuromuscular connections sharpen, thus increasing reaction time. 4. Nutritional imbalances contribute to weak bones, tendons and ligaments and cause inflammation of joint structures, increasing susceptibility to injury. In the event that an injury has already occurred, a range of minerals (zinc, manganese, copper, calcium and magnesium) are essential for optimum healing and require supplying in the correct amounts and combinations. A well-nourished body is therefore less vulnerable to injury, and able to heal more effectively from injury and with less use of medications. Even more importantly, some supposedly healthy athletes die from sudden heart complications during competition. Stress indicators from a properly performed and interpreted hair analysis would likely highlight a problem in its early stages and potentially allow for prevention using dietary adjustments and appropriate supplementation. 5. Stress activates the sympathetic branch of the nervous system and triggers physiological changes that can impact on mental and physical functioning. Narrowing of attention and decreased awareness may occur, which can negatively affect co-ordination and decision-making, and reduce overall performance of sports where these attributes play a key role. Eating based on generic nutritional advice could easily result in an inappropriate diet being consumed in relation to the oxidation rate and consequently worsen the effects of stress. 6. Both nutritional imbalances and stress can combine to negatively impact on hormone production. An ideal hormone balance is essential to facilitate optimum physical functioning and to maximise the physiological adaptations following training. 7. Intensive exercise training regimes have potential to stress the body, especially the adrenal glands, and is very common today. Immune system function can also decrease if over-trained, and susceptibility to illnesses increases. Balancing body chemistry can help to buffer the stress on the body that occurs during exercise, helping to prevent chronic fatigue and burnout, and improve resilience to illness. 8. Many regular gym goers, take a variety of supplements. Some of these are not beneficial and some even harmful. A properly performed and interpreted hair analysis is very helpful to assess the appropriateness of the diet and to guide the use of supplementation to balance and
enhance body chemistry. The hair-tissue mineral analysis we carry out provides an incredible amount of information regarding the inner functioning of the human body at the cellular level. The different levels/ratios of minerals displayed following testing are used by us to determine the optimal diet to suit the metabolic needs of our clients and to balance their unique internal body chemistry. If interested in introducing this novel concept within your organisation, or suggesting to other parties, please contact us on 07557504190, or email email@example.com. A referral fee of £25 per hair-test sold would be generated and this would be repeated every time that same individual purchases a new test/re-test. All that would be required is for you or your organisation (or any other health/fitness/beauty professionals you know) to discuss this opportunity with your various clients, members, contacts and associates and collect contact details (ideally a mobile phone number) from interested individuals. A member of the Blueprint team will then call the individual to explain the process in greater depth and to see if they may be interested in embarking on the programme. Also, for Personal Trainers and any other individuals working within the health/fitness industry there is the potential to link-up with Blueprint Health and Nutrition and to offer this unique service to their existing client base via a referral to Blueprint.
Their market share grew from around 3% in 2012 to 12% today (in revenue terms) and that they still have scope to grow further. UK Fitness industry now worth around £ 5 billion! The UK health and Etness sector is an established, longstanding market. It has doubled in size since the year 2000. The market combined valuation is currently around £ 5 billion and has been growing in the region of 4% a year over the last Eve years. For a more detailed analysis on PWC's latest assessment of low cost gyms in the UK, download just download the report on pwc.co.uk.
INTERNATIONAL NEWS Diversification and networking: Leading equipment manufacturers to bring new technologies and concepts to FIBO
This would generate the PT/ Health and Fitness Professional the referral fee for every test sold, free-up time spent dealing with nutritional aspects of their programmes, and also be an exciting addition to their own promotional work undertaken to acquire new clients. Again, please contact Phil on 07557504190 or at info@ myownblueprint.com to discuss and clarify any aspect of the planned referral scheme" Pricing The cost for an initial hair test and 1 month’s consultation/ support is £175 and £150 for re-tests. Re-tests to measure progress are recommended every 3-6 months. We are offering an initial hair test and 1 month’s consultation/ support for £150 at present to celebrate the launch of our new website. For those with tight finances, we will consider payment using 2 monthly instalments if needed. There are also supplements that can accompany the programme, but these are optional. “It’s as if Dr Eck’s ideal mineral values are part of the design specifications of a human being” Dr Lawrence Wilson MD
2019 PWC report on low cost gyms in the UK Many of the UK health club and gym operators have invested in their propositions and new formats have emerged. This PWC (Price Waterhouse Coopers) UK Etness industry report shows that low cost gyms have emerged as a clear category winner! They have been increasing on a yearly basis.
A one-size-fits-all fitness programme? Passé. Today we see more and more individual concepts for the various target groups at fitness and health studios. Diversification is the order of the day. Which is why the fitness industry will be offering a variety of workout concepts and equipment at this year’s FIBO to ever more accurately address the APRIL 2019
Networking The training area of the future will be digitally networked. One of the providers is eGym. “All devices are intelligently connected with each other and holistically tailored to the customer. “What’s more, eGym ONE is an open cloud platform that allows every manufacturer interested in creating an unforgettable, highly personalised and successful training experience together with the customer to connect to it,” says Sebastian Witzig, who’s responsible for corporate development at eGym.
gloriously diverse needs of exercisers. Digital networking is getting more important, as well. Industry market leaders such as Core Health & Fitness, eGym, gym80, Johnson Health Tech., Life Fitness, Milon, Precor, Scotfit, SportsArt and Technogym will showcase the training area of the future and demonstrate how gym operators can prevail in the market. The exercisers themselves are winners, too, because they can look forward to an ever-more professional, comprehensive and varied set of choices. Diversification Individual fitness solutions for different types of exercisers and generations are in high demand. FIBO visitors will find numerous tailored solutions at the trade show, for example at the stand of Johnson Health Tech. Adding to their already successful MX4 group training concept, the company now also offers MX4 ACTIVE in order to reach older and less fit people and those with physical limitations such as back or knee problems. “For this target group, the classic functional circuit format has an intimidating effect indeed, which is why our training experts developed a new programme, geared precisely toward these target groups, that offers turnkey workouts with the exclusive MX4 equipment”, says Ariane Vorwald, marketing manager at Johnson Health Tech., in explaining the new concept. One example of such a targeted programme is Metabolic Fit by eGym, which helps to regulate blood sugar levels and was developed specifically for type 2 diabetes patients. In this way, the company also supports the development of profitable selfpayer areas with modern, fully electronic weight equipment and optimally connected apps. Life Fitness is similarly betting on a vast selection for all types of exercisers and age groups. “Hammer Strength products are ideal for the strength workouts of ambitious amateur athletes and pros. They’re complemented by the equipment from the Hammer Strength Accessories line for high-intensity interval training with free weights. All-round studios will be well equipped with cardio and strength equipment from Life Fitness. Workout equipment from the Cybex and SCIFIT brands is perfect for preventive and rehabilitative training units with a scientific background. Thanks to their simple and variable operation, they’re also ideal for the workouts of Best Agers and people with physical limitations”, says Stefan Geier, the marketing manager for the DACH region at Life Fitness, in describing the portfolio. 14
Stefan Geier from Life Fitness is also sure that, in the near future, no operator will get around connected devices that record and analyse workout data. “Members expect professional analysis and control of their workouts through interactive equipment that’s complemented by competent trainers”, Geier says. “In addition, the technology enables visually impressive and motivating goose bump moments, especially in small group training – like on indoor cycling bikes. Soon, many small group training fans won’t want to miss competition animations on large screens.” “It’s difficult to summarise in just one sentence the countless highlights we offer in the area of digitalisation”, agrees Ariane Vorwald from Johnson Health Tech. “After all, our solution makes many gears mesh together in order to easily connect workout equipment, gym members, trainers and studio operators and optimally help each of them to reach their respective goals. On top of all that are additional benefits derived from interfacing with well- known gym software providers, electronic circuits, locking systems and more.” The focus of FIBO Individualisation, digitalisation, health training, emotionalisation, small group training: the key players of the industry will bring personalised solutions for gym operators and health facilities to the trade show. “At gym80, things will get diverse and yet entirely individual, delivered, of course, with the usual Made in Germany quality,” says owner and CEO Simal Yilmaz. “The focus will be on the endless possibilities of individualisation.” The company offers countless colour variations, upholstery colours and feels, plus embroidered or laser-finished logos and graphics. “We don’t limit the creativity and individuality of our customers, helping them to turn their studios into their regions’ hot spots for fitness and lifestyle,” adds Lorenzen. Equipment innovations will also be on display at the stand. Lorenzen says; “The new 80ATHLETICS series revolutionises the functional and performance segment with rigs, racks, benches and devices. In addition, we’ll present the facelift of the PURE KRAFT line and the new and unique PURE KRAFTNO BULLSHIT line, which we developed in cooperation with Andreas and Alexander Pürzel (Intelligent Strength/Das Gym – Vienna).” “Small group training and technology – emotions and digitalisation for an even more intense experience”: that’s the motto at the stand of Life Fitness. The company will present modular systems aimed at letting studios meet the needs of the small group training (SGT) trend. The SGT portfolio is a carefully selected compilation of strength and endurance equipment plus accessories, which make it possible to quickly
and easily set up attractive group training rooms for intense and varied units. “This combination evokes emotions among the members and strengthens their ties to the clubs. Also at FIBO, we’ll have an exclusive preview of the new Life Fitness performance treadmill and workout shows at the stand,” says Stefan Geier.
The Cyberpunk environment features four regions of the near future utopia and challenges the users to reach the top level in this high-tech world.
Another focus will be on digital solutions for club and member management, such as the training software HALO.
Developed to make VR fitness fun, addictive and motivating, HOLOFIT now offers nine different virtual reality environments with 36 workout tracks that include Antarctica, Snowy Mountains, Babylon, Tropical, Underwater, Canyon, Saturn Rings, Sky, and the new Cyberpunk.
“Two key fitness industry trends will also be on display at our stand: digital networking – which we call ‘Connected Solutions’ – and functional training, or circuit training in small groups, for which we developed our MX4 workout concept,” says Ariane Vorwald in describing Johnson Health Tech’s exhibit at the show. A total of about 1,100 exhibitors from 47 countries have announced their participation in FIBO 2019. In keeping with the tagline “Featuring the Future of Fitness”, they’ll showcase the global innovations on the market. FIBO will take place in Cologne from 4 to 7 April. www.fibo.com
The Most Advanced VR Fitness Cardio Workout Platform, HOLOFIT Releases New Environment Cyberpunk
Holodia wants users to be able to relive the excitement of Blade Runner and get to experience what our world could look like. All while getting fit.
Holodia is a Swiss company that creates a lifelike experience in an immersive, highly visual, non intrusive 3D environment. Holodia’s product HOLOFIT is unique software as a service that enables a fully immersive VR environment, and can be used on all major cardio fitness equipment brands. Having the end user in mind, Holodia designed and created HOLOFIT for to make fitness fun. Today, 70% of all HOLOFIT users become and stay regulars after the initial six months period. HOLOFIT makes cardio fitness workouts exciting, competitive, and social, and helps end users maintain their fitness goals. For additional information, visit www.holodia.com
Springtime FIBO Fever April's almost here, so FIBO 2019 awaits you! The world's most prestigious fitness trade show is only days away, and CYC Fitness and will be there to greet you. Each year top decision-makers from all corners of the globe descend on Cologne in search of innovations and trends for their fitness studios, sports and wellness facilities, hotels, physicians’ and physiotherapists’ practices and rehabilitation centres. FIBO will see more than 500 exhibitors showcase their latest products and innovations at the world's number one meeting place for networking and sharing fitness expertise. Why not visit CYC Fitness at Hall 7, Stand A64 to discover the ingenious concept of Training Wall. Designed and engineered in Barcelona, and supplied exclusively through CYC Fitness and Boutique Gyms , the inventive, space-saving Training Wall® is an entirely unique wall fitness system. It meets all your functional training needs, allowing you to create thrilling, multi-purpose training zones. Check out Training Wall's impressive array of interchangeable panels and accessories, including SpinWall, the newly adapted and cleverly compact Training Point and the super stylish Storage Solution for Studios. Book an appointment with CYC Fitness today to guarantee our undivided attention at, what promises to be, another exhilarating show. The most advanced VR Fitness Platform, HOLOFIT by Holodia, is announcing the release of its new virtual reality workout environment called Cyberpunk.
firstname.lastname@example.org www.training-wall.com FIBO 2019, 04 - 07 April 2019, Exhibition Centre Cologne APRIL 2019
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FITNESS MARKETPLACE WHAT OUR PARTNERS SAY “PayAsUGym has quickly become a valuable revenue stream for Nuffield Health, attracting genuinely new customers into our clubs.”
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Your name(s): Joe Foster
Unit 9, Micheal Browning Way, Exeter, EX2 8dd
Number of members:
Currently we have 80 members due to the fact we are mainly a semi private personal training studio.
How did you become a gym owner? Iâ€™ve been a Personal Trainer myself for around nine years, training a wide range of people from middle age mums looking for weight loss, to high end bikini models winning shows all around the UK. It was in the last two years, mainly due to the support of my client base that encouraged me to open my own personal training studio gym, and I havenâ€™t looked back since.
How many gyms do you own/operate? I currently own one facility, but looking at opening a second one later this year, still within the Devon area.
How long has your gym(s) been operating for?
How do you motivate/incentivise your staff members?
The gym has been open for eight months but already we are getting great feedback in the local area with many of our clients achieving fantastic results. And also doing some great work within the local community, allowing members of YMCA to train at the gym free of charge.
Because of the type of trainer we have here, I find they are already very self-motivated, but we do hold social events where we can let our hair down and destress from what can be very long working hours, with very little break in between.
Aside from the gym, what other facilities do you offer your members e.g. café, classes, creche etc?
Do you provide any financial assistance for your staff with regards to their training and development?
At Quay Fitness we have onsite therapy team, Zac and Sam, who have years of expertise. We also have a small café area offering healthy meals, low carb protein bars and drinks.
In regard to extra training, there are plans to bring in one of the country’s leading nutrition experts for a seminar which the trainers can attend free of charge. Also extra funding can be arranged if a trainer chooses to do an extra qualification that fits in with how Quay Fitness works.
We also have Exeter’s biggest boot camp which members of Quay Fitness can attend.
What makes your gym unique?
How many staff do you employ? We have a team of seven personal trainers offering a wide range of skills, pre and post-natal, strength and conditioning, and sports specific training. The trainers are Starr Bassett, Olivia Horncastle, Luke Cole, Mark Flynn, James Whiltshire, Lee Wood and myself. We also have two very hard-working cleaners helping to maintain the highest cleanliness standards.
How important are PTs to your business? The Personal Trainers at Quay Fitness are an essential part of what we do here. They all get fantastic feedback from their clients, and also work really hard in between sessions promoting the gym and attracting new members. My main aim as owner was to make sure the type of trainer I brought in had to be very upbeat, and a positive presence around the gym. I was also looking for people who were well-presented and professional, so I feel very lucky to have the great bunch of people around me.
At Quay Fitness we are the only personal training style gym in the area that offers both pay-by-session and full rate payment systems that also gives the trainer total freedom. The kit in the gym is made by Watsons designer which is well known for being top quality equipment, with the leg equipment especially making us stand out from the rest. We have a very relaxed, but professional, atmosphere and the fact we are located on the Exeter quay side, which is the most desirable area in Exeter.
What advice would you give to other gym owners just starting out? My advice to someone looking to opening their own facility, would be to do a lot of research on the local area first and make sure you pick the right area, with parking. It sounds like it’s not a big deal, but the amount of people that won’t go to a gym just because they have to park 10 minutes down the road is nuts! Also try to keep it as central as possible as you will attract people that work in town that can train on their lunch hour.
Other advice would be to take your time, make sure you have a very clear vision on what you want your gym to look like and the type of people you want to attract to this gym. For example, a clean, modern gym with a nice bathroom and facilities will attract high end people to your gym.
What are the biggest challenges facing your business today? The biggest challenges facing the business is ourselves! The only way the business will not succeed is if myself, and the people around me, get lazy and rest on what we have, but with the right level of commitment it shouldnâ€™t matter if another gym opens next door to us.
What significant changes have you seen within the industry over the past 3 years? The main changes Iâ€™ve seen in the last three years, are the increase in people aged between 60-70+ looking for personal training and looking to increase their quality of life in their later years. Other big changes are the amount of people choosing to train in smaller, private owned gyms over the typical soulless chain gyms. Also, the massive increase in group based training is helping to get more people involved that may not be able to afford personal training on their own, but still want some form of guidance.
How do you engage with your members? Member engagement is really important to all of us at Quay Fitness and one of the first things people mention when they arrive at the gym for the first time is the friendly training atmosphere we have created here. All the personal trainers will smile and say hello and always help members and even other peopleâ€™s clients when needed, we also encourage our members to socialise with us outside of the gym, for example a Christmas night out which was a big success.
How do you retain your members? As the gym has only been open for seven months, we have not yet had a member leave the gym but I think little things like the members getting free exercise and nutrition programmes will help to keep them happy.
How are you promoting your brand and marketing your gym? The main way we promote the gym is through Instagram and Facebook, although there is a website on the way. We also push the brand in the local area with promos and offers for the local work places. I would say Instagram is the main way we generate new leads and create interaction.
What is your biggest success story? This gym is well known for local bikini show girls coming here for their prep with the girls placing in top shows. But for me, personally, my biggest success story was a lady that came to me at 28 stone unable to work for more than one minute on a treadmill without needing rest. Two years later she ran a half marathon and changed her whole life by getting her first job in years and meeting a new partner.
Finally, if there was one thing you could change in the industry, what would it be? The one thing I would change in the industry is the fake personal trainer. The personal trainer that makes out they are very successful and giving out false information to clients, and generally being very misleading.
Kerstin Obenauer, Country Director of eGym UK, discusses digital technology and the future of the fitness industry How did you get into the fitness industry? Having completed a Master’s Degree in Sports Science, majoring in Sports Rehabilitation, at the JohannWolfgang-Goethe university of Frankfurt in Germany, I began my career as a personal trainer and membership advisor. Over the next six years, I gained a portfolio of specialist qualifications from a range of group exercise classes to sports rehabilitation, pre cancer training and post-cardiac arrest exercise prescription. In 2000, I became general manager of a prestigious, 2,300 member, health club just outside of Frankfurt, Germany, before I went to New York for a year as a personal trainer. When I came back to Germany, whilst studying for a second Master’s Degree in Sports Management and Economics, I began a consultancy role working with operators to improve the efficiency of their business. I focused mainly on supporting them to understand retention drivers and how to implement strategies that would positively influence a member’s length of stay. In 2010, I moved to the UK. It was during this time, through my growing global fitness industry network, that I was introduced to eGym. I have always been interested in the role digitalisation and technology could play in encouraging more people to be active and driving engagement. I was excited by eGym and recognised the huge potential it offered to influence behaviour on a global scale. In 2015, I accepted a role as Head of Implementation at eGym UK and spent the next 18 months ‘in the field’, educating the UK fitness industry on the benefits of this technologically advanced training solution. Then, late in 2016, I took over as Country Director of eGym UK, managing a team of dedicated professionals, responsible for the growth of the brand in this territory. APRIL 2019
Tell us more about eGym?
per cent of cases, patients training on the eGym equipment at least once a week for six months, following the automated First and foremost, eGym is an intelligent software system. programme, experienced a reduction in blood glucose. With The brand also manufactures quality hardware in the form of an estimated 3.7 million people in the UK currently suffering strength training equipment, comprising of 18 interchangeable from this long-term health condition, our programme offers units, developed to enable the pioneering software. operators a huge opportunity to engage with a new audience, From the perspective of the user, the without having to invest in costly software supports our ambition to "I was excited medical training for staff. make the gym work for everyone, by eGym and The beauty of eGym’s smart, intelligent by providing members with a gym recognised the strength equipment is, once it is experience that is simple, fun, programmed by a trainer the system is huge potential it motivating and as rewarding as possible, fully automated. The machine setup is offered to influence all with the aim of encouraging a longautomated with each unique RFID log in. behaviour on a term, active lifestyle. Clunky weight stacks have been replaced global scale" From an operator perspective, it by an electromagnetic resistance provides detailed information on each system, which automatically adjusts user’s workout progress, meaning trainers and allied health resistance in response to the results of regular user strength professionals can base treatment plans based on evidence tests. This takes the uncertainty out of the process and means of activity undertaken. It also enables the collation of a huge even the most inexperienced gym user can independently pool of depersonalised data. enjoy a safe, progressive workout on every visit. This means operators can make strategic decisions based on evidence of member behaviours rather than That’s great, but does it mean eGym gut feel or industry averages. Add this to the increased negates the need for trainers? revenue opportunities from improved member acquisition opportunities and improved retention amongst existing Absolutely not. Humans are social creatures and technology users and it’s easy to see why more than 1,200 sites across will never replace the personal touch. the globe are now integrated with eGym. eGym enhances the relationship between trainer and eGym is also an ideal solution to engage individuals who member through the provision of information. Most are uncomfortable in a more traditional gym environment members value regular interaction but encouraging staff or user groups who harbour specialist needs, like long-term to approach members has presented an ongoing challenge. health conditions. As the UK government moves towards eGym has developed the Trainer app which delivers reala ‘prevention rather than cure’ approach to healthcare, time member information to gym staff on the gym floor. Data eGym offers operators a means of delivering highly bespoke includes an identifying photo, the person’s name, workout programmes to special populations, on a mass scale. This history, training goals, medical history, last visits and more enables operators to engage untapped markets and create importantly flags tasks due. For example, if a members’ new revenue opportunities. programme is ending, a review is due, a check-up is required, or their membership needs to be renewed. Having this data For example, last year, eGym launched ‘Metabolic Fit’, a to hand on the gym floor gives the instructor confidence to programme specifically designed to tackle type 2 diabetes. In make an approach and initiate a tailored conversation. a study by the University of Leipzig, it was proved that, in 39
What sets eGym apart from its competitors? eGym believes in collaboration and is working hard to expand its network of eGym ONE partners to give the user the best possible workout experience. Our open-cloud platform integrates with more than 50 partners including; other cardio equipment manufacturers, CRM systems, fitness trackers and body analysers. This creates a totally connected environment, with the cloud-based eGym account providing a single source of reference that members can access from any device connected to the internet.
understand the problems and challenges facing that particular behavioural segment, in that particular territory. Only then is it possible to position the solution and communicate it in the right way, so that it can be understood and valued.
What’s next for eGym? 2019 is an exciting year for eGym. In addition to continuing to deliver eGym to more communities across the UK via our growing network of operator partners, we will also be launching efle-xx to the UK market. This innovation
What are the biggest challenges you face in your business? Our biggest challenge is educating the market. When eGym arrived in the UK, three years ago, there was nothing else like it on the market. Being a trail blazer is always difficult because people are naturally wary of anything which threatens the status quo. At this time, most gym owners were only just starting to understand how digitalisation might benefit their business and we were constantly having to explain how eGym could work for them and their members. Today, the market is more aware of eGym and better understands what we offer. Most gym owners now recognise the benefits of implementing digital technology into their gyms to enhance the member experience and therefore in attracting and retaining members. There is also a growing inclination to attract and engage a much wider segment of the community and eGym makes this very achievable.
What’s the most valuable lesson you’ve learned from the fitness industry?
introduces an 8-piece, flexibility circuit with integrated RFID. This enables a data-driven and fully connected workout experience which complements our existing strength circuit. efle-xx will be on show at FIBO, in April and will make its first UK appearance on stand at Elevate, May 8-9, 2019.
In your opinion, how will the fitness sector evolve over the next few years? The sinking NHS will force the government to fully support a ‘prevention rather than cure’ approach to healthcare. This creates a huge opportunity for the fitness sector. Until now, most operators have been focused on chasing the 15 per cent of the population already in love with exercise. Moving forward, I think we will see a swing towards engaging those in society who are currently largely inactive, but who could benefit the most from physical activity. For those gym owners set up to service these special populations, the rewards could be huge. eGym’s results-
All consumer markets are different. In terms of gyms expanding their membership into new
focused, evidence-based training solution is perfectly
territories, a ‘one size fits all’ approach does not work. To be successful in a new market it is important to truly
professionals to deliver a person-centred, cross-sector
placed to enable operators to better engage with healthcare approach to preventative healthcare. APRIL 2019
BSc (Hons) Fitness & Personal Training, REPS L3, The Resistance Training Specialist® Program – Integra – Education
# years as a qualified PT: 3
Where you work (town/city):
UrbanFitness London (London)
How did you become a PT? I always had a little too much energy compared to most kids. I feel like my career was supposed to revolve around me putting that energy to good use! I did a lot of sport through my school years. My passion for sport, fitness and health led me to want to improve my knowledge base, so I went to university to study the subject I was interested in. Whilst there, I was able to become a qualified PT. I started to train clients around my local area in my last year of university and I have not looked back since.
What was your experience of the training/qualification process? Most independent organizations who run the REPS L3 normally do so over a few months, at most. My experience was a little more in-depth. During the first year of my BSc, I studied the fitness fundamentals. The following years then built upon the sturdy foundations that we created in the first. Areas of fitness were explored from quite a scientific position in some areas, a psychological and nutritional perspective in other parts, but the focus was always upon actually training people. Having a hands-on
experience throughout my training is what made it that little bit more effective.
Do you (or do you intend to) specialise in a particular type of fitness? I really enjoy High Intensity Interval Training (HIIT) and Core training. There are so many ways to implement HIIT and Core, which is why it will always keep me engaged and captivated. Training is what you make it. HIIT and Core make it good fun! However, I come from a sporting background. I have tried my hand at sports conditioning when I was just starting out and I had a great time. It is something I could see myself doing again in the future.
What’s it like working with gym owners? My experience has been good! We have two clubs in London; a branch in Aldgate and another in Chancery Lane. The team in both gyms are relatively small, however the owners (Jonathon Williams and Charles Tantrum) have an inclusive nature about the way they work. We can all have a chat on the phone or in person whenever.
What is your opinion of CPD? The fitness industry is continuously evolving into something different. Regardless of someone’s level of experience or how effective a certain training style has been for them; every single trainer can benefit from learning something new and developing their skills further. It is just another tool to add to the toolbox.
if I am more mindful over the type and quantity of food that I am eating. I try to pay little to no attention to how ‘hard’ a session might be. The effects I know I will get from a good session keep me motivated. I have also been lucky enough to achieve certain levels of fitness that I look back on and draw motivation from. Those accomplishments drive me to get to the next level and keep progressing. Past all that heavy stuff, I love music. Hip Hop, Jungle, Rap, Deep House, Garage (to name a few!). I put my headphones in, and I get lost in the workout. I push myself further and harder when I listen to the right track at the right time.
What advice would you give to other PTs just starting out in the business? Creating a client base is the most challenging part of being a PT, as it requires a lot of graft for what may look like nothing at all because you may not be making any monetary gains through free sessions, consultations etc. However, if you look at the bigger picture you are making your future self’s life a lot easier. With a good client base, you can then let your passion for fitness flow freely. You can learn as much as you like from a textbook, but the best education you will ever receive is on the job, training as many people as you can. A lot of your clients may want to achieve the same type of body or have the same type of goal, but every single one of them is different. One person may want to drop their body fat by 5% in 6 months; highly achievable in most, but their hormone imbalance may make this tougher to accomplish. Another client may want to achieve the exact same goal but 2-3
You spend your working hours motivating others, how do you motivate yourself? I know that I am going to get stronger if I put myself through an intense resistance training session. I know that I will be able to recover quicker from short distance sprints if I smash a tough Tabata workout. I know that I will look a little ‘leaner’
APRIL 2019 25
months down the line you have found that they cannot do a certain type of training due to an overuse injury, so you must adapt to ensure they stay on track. Be ready for the unusual and the unexpected.
How do you promote your services? I usually keep it simple. I just speak to people. If I can tell they are a little confused about working out or show a little interest in personal training, I will then talk to them about what I can offer them.
What are the biggest challenges facing your business today? How often do you train yourself? UrbanFitness London really is unique in the way we treat our members. We try to build personal relationships and we truly try to make every person’s experience a good one. Our goal is to make sure we are reaching as many people as we can so that they can fall in love with fitness as we all have in our two branches. This can be a tough task now and again as there are a good few gyms around London trying to do the same thing. Nonetheless, we are stay true to our word and we will keep rising to the challenges put in front of us!
What significant changes have you seen within the industry over the past 3 years? I have seen a rising trend in certain diets amongst individuals in the industry and the general public. To be specific, I am speaking about veganism. I have become aware of far more teenagers and young adults opting to try the vegan way of life. You could say it is a positive thing. If nothing else, it is teaching the younger generation to be mindful of what they are consuming on a day to day basis. However, like anything it can be taken to unnecessary (and possibly unhealthy) extremes. This is a part of the change we need to be aware of.
How do you engage with your clients (active and inactive)? I speak to all my clients on a weekly basis, sometimes daily! This is usually done through a phone call, text or email. However, everyone should have a good balance of leisure and physical activity. I have done a few social occasions outside of the gym with some of my current and past clients too!
A least 4 times per week, minimum. In a good week, 5-6.
If there was one thing you could radically change within the industry, what is it? Every person should get an effective workout every time they enter a gym. They need to also have a safe workout. A good few resistance machines teach poor movement patterns, which can lead to injury. Granted, all resistance machines go through vigorous testing to assess its safety, but I believe more can be done.
Do you see yourself still working as a PT in 10 years time? I believe by that point I may have my hand in a few other pots too, but as I really enjoy it, it is definitely something I can see myself doing in some respect for a long time.
What is your biggest success story? My first ever client at the gym wanted to decrease his body fat by 3% over a couple months. He had never set foot in a gym. Didn’t really have much knowledge of good nutrition. He also had no real experience with physical activity. Even with all these factors, he ate extremely well, he trained incredibly hard, he listened to everything I said and the result… He got exactly what he wanted in a far shorter period. His body fat decreased by 3% in 2 weeks! He has since kept this weight off! Past the achievement of a lower body fat level, it is my biggest success story because I know he really valued what he learnt, and he is now self-sustainable because of it!
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This monthâ€™s round-up of kit, products and extras you can stock for your members â€“ boost loyalty, retention and your revenue!
Primal Strength The Primal Strength "Monster Series" Commercial Performance Rack is an elite performance rack. The heavy duty anti-burst tyre Slam Ball from Primal Strength has a thick rubber tyre textured exterior. The latest Metal Quick release lock collars from Primal Strength are perfect to keep your bumpers securely on the bar. The new V2.0 Stealth Commercial Fitness Half Power Rack from Primal Strength is the upgraded version of the best selling rack. primalstrength.com/
Row Handle Promotes correct position through the movement, distributing the pressure through the hands for a secure and comfortable grip. www.grypit.com
Tricep Handle Promotes correct form and posture of the arms through the movement, fully engaging the muscle for maximum benefit. www.grypit.com
Monkey Mill Monkey Mill is a new and striking addition to the fitness equipment market in 2018. Made exclusively in the UK and utilising industry first technology, Monkey Mill provides an intense HIIT workout whilst improving grip, core and upper body strength. The continuous moving bar system offers an endless run of monkey bars in a treadmill-size footprint, allowing even the smallest of facilities the option for a compact functional training solution. Added optional attachments for battle rope, suspension trainer and pull-up bar provide a great group training platform. Get in touch at www.monkeymill.com for a special introductory discount.
To advertise your latest products contact: Paul Wood | ď€ƒ email@example.com | ď‚• 07858 487357 APRIL 2019
Number Crunching Cardio Chris Zaremba, our specialist on fitness for the over fifties, desmystifies the aerobic and anaerobic thresholds. There are many numeric values used in looking at the theory and physics behind cardio training. Terms often linked to some of these values are aerobic and anaerobic thresholds, phrases that are used frequently in cardiovascular training, by athletes trying to establish relevant heart rates for their own bodies. Despite frequent use, there is confusion about what these terms actually mean, and how this can be applied. In this article, I’ll try to de-mystify the subject. And although this article is targeted at those over 50, it can be of value to anyone looking to have a greater understanding of their cardio numbers and terminology. The first point is that the numbers vary from individual to individual, and there are many factors involved. It isn’t a simple matter of a heart rate number calculated as a set percentage of a theoretical maximum heart rate. The variables involves include age, weight, basal metabolic rate, exactly where on the body-type range someone lies (‘somatotyping’), aerobic capacity and probably 101 other variables I can’t think of right now. So any standard calculation will not produce an exact number that works for everyone. The second point is – even if we could solve the issue above – there are not set points for the changes involved at these thresholds. They are not exact points, just selected spots on a continuous graph curve. There is no graph that can be printed for which you can say ‘that line has a really distinct curve at that point, so that must be the anaerobic threshold’. Both thresholds are taken as being some points along that continuous graph curve. 32
Having covered myself with caveats, here are a few hard facts. As effort increases, more calories of energy are used by the body, or ‘burnt’. To be more precise, the number of calories burnt in any activity is more closely linked to the heart rate than the actual effort expended, so it’s more accurate to restate that previous sentence to say ‘As heart rate increases, more calories are burnt’. The practical questions about aerobic and anaerobic zones and related thresholds often concern the source of these calories – what fuel is being used by the body at what time. The aerobic energy system in the body is quite slow at producing energy, and is not used when considerable energy is required quickly. Aerobic energy is used for long, steadyduration activity and, typically, for a runner the marathon pace would be in this zone. Speaking is not difficult while in the aerobic zone. Training in this zone uses oxygen, and burns primarily fatty acids from the body as fuel in the process – this is why the aerobic zone is sometimes called the fat-burning zone. However, some measure of carbohydrates and muscle glycogen are also burnt. Training at 50% of your theoretical maximum heart rate (a term I’ll come to later) is usually well inside the aerobic zone. For a typical person – not that one really exists – training at this rate would burn 7 calories per minute, of which 90% are sourced by using fat as fuel – so 6.3 calories per minute of fat. For more intense activity, the body uses anaerobic energy system. This doesn’t require oxygen, unlike aerobic activity. Another characteristic is that anaerobic activity also builds up waste products in the muscles used, most notably lactic acid. Fat is still used as a fuel in anaerobic activity, but at
from fat typically still exceed those from glycogen, but not by much, as you can see by interpolating the top two rows of the table. The anaerobic threshold is some way into the anaerobic training zone, and is treated as being where there is a notable increase in lactic acid production. Again, it’s not a fixed percentage of anything, just a ‘notable increase’. I’ve seen some documentation which suggests that lactic acid levels increase smoothly as heart rate increases, and there’s no specific point when the direction of the curve changes upwards – so, again, choose your definition of ‘notable’. Many people choose 85% of their theoretical maximum heart rate to be in the anaerobic zone. When you train above your aerobic threshold but below your anaerobic threshold, the exercise should be hard but not uncomfortable. I’ve read that a change in breathing pace has been noted in some people while running – a doubling in rate from one breath every four to one every two steps. Speaking becomes more difficult, although complete sentences are still possible. A runner would probably be in this zone for much of a 5K race. And when you train above your anaerobic threshold, speaking becomes more difficult – a few words only at a time – and the breathing rate may accelerate further. This perhaps maps to less than a 1K distance for a runner in training. Find out more about Chris at www.fitnessoverfifty.co.uk a reducing proportion as a higher proportion of muscle glycogen is used. Although the proportion of fat used is less as the activity becomes more anaerobic, the actual amount of fat utilized increases, but at a much slower rate of increase. So at 95% of maximum heart rate, our nonexistent typical person would be burning 21 calories per minute, of which 35% are sourced from fat – 7.3 calories. These numbers are summarized in the table below – but please remember this is for a theoretical individual, I guarantee your numbers will differ. The key thing is to understand the trends in the numbers on the right as the left column changes: % Max HR
Total Cal/ Min
% Cal from fat
= Cal from fat
= Cal from carbs/ glycogen
So where do the thresholds come in? The aerobic threshold is considered to be the level of effort at which anaerobic energy starts to be a ‘significant part’ of energy production. Note that is not a specific percentage, just a significant part. Basically, you can define ‘significant part’. For many people, they treat this as being around 65% of their theoretical maximum heart rate. It is at this kind of area that the calories
Finally, a few words about theoretical maximum heart rates. The common calculation for this is 220-age. So for age 55, that makes 165 – giving 65% and 85% heart rates of 107 and 140 respectively. This 220-age calculation is full of those generalisations I mentioned earlier, and once again there are 101 variables not taken into account. There is a version devised by Karvonen which I have used for calculating the 65%/85% derived percentages which takes into account the resting heart rate as well as age. But even Karvonen still starts from that 220-age calculation as the theoretical maximum. An improvement is to start from your metabolic age rather than actual age. A number of the more advanced weighing scales can measure this – some of the ones that measure bodyfat percentage through bio-electrical impedance do this. But, as you can imagine, again it doesn’t take into account a large number of other variables. I’ve measured my metabolic age in this way, and it comes to 39. So using this as my input to the 220-age calculation, the 65% and 85% figures for me come to 118 and 154 – numbers which ‘feel right’ for me during exercise and enable me to meet the speech standards mentioned above. Without access to a device that calculates an estimate of metabolic age, your best option might be to gauge how old, on average, other people are that are of the same fitness level as you. So, if you are 50, but you think you have the fitness level of a typical 40 year-old, then you can use that lower number in your calculation of theoretical maximum heart rate. It is far from ideal, as it introduces one more variable that is ill-defined, but may give numbers that you are happy to live with. Having read all the above, it must be time for you to do some cardiovascular exercise – stop reading for a bit, and go and get that heart-rate up! APRIL 2019
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Appointments A round-up of industry movers and shakers
XERCISE4LESS ANNOUNCE APPOINTMENT OF NEW CTO Award-winning national gym operator Xercise4Less Gyms has unveiled Renier Pretorius as its new Chief Technology Officer.
spearheaded the design of the innovative ‘Avis Now’ app in Europe – which revolutionised the consumer’s car hire user journey.
Pretorius joins from WHSmith, where he headed up the global IT architecture and strategy organisation as well as the innovation team.
Pretorius then joined WHSmith in January 2018, where he led the global IT architecture and strategy organisation as well as the innovation team. Despite only being there for a short time, Pretorius was instrumental in the customer focused improvements across the business, including piloting scan & go and mobile point-of-sale.
Passionate about technology from a young age, Pretorius follows Peter Wright (Chief Executive Officer) and Helen Gauden (Chief Financial Officer) as the latest recruit to join the senior management team at Xercise4Less in a period of rapid expansion. The low-cost gym chain, with 52 sites nationwide, last year revealed £42m growth capital investment from the Swedish credit provider Proventus Capital Partners. A 15-year industry veteran, Pretorius wrote his first line of code in high school and went on to study B.Sc. IT degree at the Rand Afrikaans University (now known as University of Johannesburg). Upon graduating, he started his career in technology as developer and application specialist at a supply chain software vendor. Following three years working in his native South Africa, an urge to travel the world saw Pretorius move to London in 2006. After a number of developer and architect roles as a contractor in the financial and oil and gas sectors, Pretorius found a home at Avis Budget Group where he spent nearly five years. During his term there Pretorius progressed through a number of roles and ended up Director of Architecture. His remit at Avis included not only defining the IT strategy to ensure the technology estate are able to underpin the business goals, but also the due diligence and integration of mergers and acquisitions. Among many highlights, Pretorius
In his role as Chief Technology Officer at Xercise4Less, Pretorius will be accountable for structuring the IT organising to ensure it can respond to the business needs; leading the digital transformation through design and development of an entirely new systems architecture (to include web front end, operational data hub, CRM, App and data warehouse); and optimising the technology spend and the return on investment. Jon Wright, Founder of Xercise4Less, commented; “Renier was the standout candidate throughout the interview process and we’re thrilled to be bringing onboard someone with such pedigree. As a business, the IT infrastructure is something we’ve wanted to look at for a while now. Renier will be pivotal in implementing a fit for purpose architecture that improves the overall member experience.” Renier Pretorius, Chief Technology Officer, added; “I am delighted to be joining a company that truly makes a positive difference in peoples’ lives and am honoured to be leading the digital journey Xercise4Less is embarking on to revolutionise the fitness space.” Xercise4Less, which currently operates 52 clubs nationwide, is set to double in size by 2021.
APRIl 2019 35
All personal trainers are not created equal Jason Hussain, Employer Engagement Manager at Premier Global NASM believes that together we can achieve more â€“ as long as we find the right people In most fitness settings, personal trainers sit at the heart of the business. Whether selfemployed or employed, these professionals are highly visible and have direct and constant contact with customers. The actions of these individuals reflect the brand and can mean the difference between business success and business failure. All personal trainers with a CIMSPA endorsed qualification will, in theory, be equal from a professional standards perspective, but they will all perform very differently on the gym floor due to other influencing factors such as personality, environment, and culture. It is, therefore, absolutely imperative that gym owners base recruitment decisions not just on academic achievement but also on how well an individual will integrate into the company from a brand and cultural perspective. Whilst supporting a student through a Level 3 Personal Trainer qualification, one of our tutors will accrue more than 40 hours of contact time. During this time, the tutor learns much more about the student than simply their ability to relay instruction and deliver an exercise programme. They get to know them as individuals. To understand their motivations. To identify strengths and to get a feel for the 36
Personal trainer recruitment and retention remains one of the industry’s biggest challenges. Closer collaboration between training providers and employers is what is needed to tackle the issue. If training providers can better understand employer needs we can evolve our offer to ensure we continue to meet not just the generic needs of the industry but also the bespoke needs of individual employers. Together we can achieve more. www.premierglobal.co.uk
kind of environment where they will thrive. This insight is invaluable to gym owners introducing new trainers into their business, helping to recruit trainers who will succeed and want to be a part of the business long term. This is the reason we launched our Employer Partnership Programme. The initiative enables us to build a solid relationship with gym owners and truly understand what drives the brand, its culture and values. We are then able to identify and recommend students we feel will thrive. In addition, the Employer Partnership Programme provides gym owners with a training resource which can be used to build a comprehensive and bespoke CPD programme for valued trainers. Once a gym owner finds a great personal trainer, the challenge then shifts from recruitment to retention. Investment in ongoing training provides a solution. We offer specialty training courses across a number of topics including Injury Prevention, Performance, Nutrition Coaching, Senior Fitness, Youth Exercise, Group Personal Training, Women’s Fitness and Weight Loss. Our Employer Partners also benefit from significant discounts, freeing up more budget for other areas of the business. APRIl 2019
“ T h e o n ly p e r s o n you are destined to become is the person you decide to be” – R a l p h Wa l d o E m e r s o n It’s all about people, plan, execution and cash. Daniel Nyiri, founder of 4U Fitness shares his business secrets Attention amazing readers! It’s been a while! I am so appreciative for all the amazing feedback I have been getting from you via e-mail, IG messages and even in person about these articles! I just wanted to say thank you and give you all a reminder about exactly who these articles are for and why you should continue to read them going forward. If you own a personal training studio or a gym or you are thinking about getting into the business, these articles I’ve been writing for over a year now for Gym Owner Monthly are just 4U! Whether you are a fitness influencer, online coach, own a brick and mortar business or are a personal trainer who have, or want to have, their own gym one day, these articles are 4U. While some people think that small businesses are tough to run or destined to fail, this is not true. Ultimately, it’s not the business, it’s the person who owns it that will determine whether it succeeds or fails. Through my research and my own experience, I learned that personal trainers who open their own studio work even harder than personal trainers who works for someone else’s gym —and make about the same amount. Which is not a problem strictly 38
because you do have to work. However, the key is to work on the right things – this means working on your business as the owner and in your business as a personal trainer. The goal of my articles are to show you how to work ON, instead of in, your business! It will provide you with the right tools to implement in your business and explain how to be a great business owner. First, you must understand that a personal trainer is not a gym owner! As soon as you became a gym owner, you are entering into a new field with new roles, titles, responsibilities and more. There are more than 36,000 gyms and studios in the United States (1). That is an average of about 12 fitness studios per county. These fitness gyms and studios open up and close down every month. At the end of the first year, about 50% of the small independent studios shut down for good and the ones that do make it, are not much better off. The average gym’s revenue in the United States is less than $300,000 per year, according to the Association of Fitness Studios. The average earnings before taxes, interest and depreciation is actually $78,086, and it’s even less for smaller studios. The number one studio in the United States is LA Fitness with earnings of $1.85 billion. There are 30 million registered companies in the U.S and 96% of them gross less than a million dollars per year (2)! Do you want to be part of the 96% or do you want to be in
that top 4%? Believe it or not, only 0.4% do more than $10 million (3,4) and it’s entirely up to you where you want to be.
What does it mean to be the best? In these upcoming articles, we will analyse what it really means and what the benefits are to be number ONE. That doesn’t mean you have to compete with LA Fitness! You can succeed at any size when you set the right goals. This will teach you how to create a seven-figure business, whether you are just starting or have been struggling for a while. I will answer the following questions: • How do I separate myself from the crowd when the fitness industry is so saturated with gyms and personal trainers? • How can I be the best in the business? • How can I work ON instead of in my business? • How do I select a niche market? • How do I market to this niche? • How do I sell to my niche market? • How do I train and hire a team with an effective hiring formula? • How do I manage them and keep them on track?
A little bit about me Who am I to tell you all of this? I am Daniel Nyiri, CEO of 4U Fitness. I am a fitness professional and best selling author and I have developed a high-tech invention that allows you to get a three-hour workout in just 20 minutes for the U.S. market. We have been voted as the Best Gym, with the Best Personal Trainers and the Most Innovative Business by many magazines and associations, and you may have also seen us on the hit TV show “The Doctors,” and in the movie with Arnold Schwarzenegger called Generation Iron 2 where we showcased our workout solution. Currently we have been working towards preventing muscle atrophy so NASA can get our astronauts to safely colonize Mars! I came to the United States in 2011 with just $150 in my pocket, not knowing anyone and not speaking English, besides “Hi, my name is Daniel and I am from Hungary.” At the beginning, I had one goal: to open my own studio in less than two years. Once I had that goal, I had to write a plan for it otherwise it would stay just a dream. So I did. I worked five jobs simultaneously, day and night. Now we have a chain of studios with our own line of equipment and supplements, all of which we manufacture. We even created an amazing academic system, the 4U Fitness University, to develop the best trainers in the industry. The bottom line is, if I did it, you can do it too and I want to show you how to succeed in your business without burning out. At one point, I was working from 4:45 a.m. until 10 pm without a break. I ate while training. I had no friends and no life. If I knew then what I know now, I would have done things a lot differently – and would have been just as successful in much less time.
Why am I sharing my secrets? I lost my grandparents to obesity and want to put an end to this epidemic. The more successful gyms there are, the more healthy people there will be. We are all in this together. It’s all about people, plan, execution and cash. The goal of my upcoming articles is to make you realize that you can no longer be a personal trainer. You are a business owner who needs to make it in a very competitive market. And that is simply not possible with you doing the training, unless you are planning on hiring someone to run the business while you are on the floor training clients. Even if you charge $100 per session and see 15 clients a day with 30-minute sessions, that is $1,500 per day x 6 days = $9,000, x 4 weeks = $36,000 per month or $432,000 per year. To pull this off, you must have amazing skills in attracting, keeping, scheduling, satisfying, and so much more for your clients. You are still half a million short to enter the big leagues of seven figures. If we add in supplements, you get closer. But then what happens if you get in a car accident or get sick? I was absent for a month because of a surgery and my sales went up as planned because I had built contingency plans and built a fantastic team to work with. You have to have the right system in place and you have to stop training clients. Yes, you heard me right. You have to quit training, fire yourself as a personal trainer. Otherwise you won’t be able to scale up your business. You are the captain of this ship. You are now all about team work. Working together as a team, you will pull it off, maintain your success and have some personal time as well.
Footnotes: 1. LLC, F. H. (2017). Fitness industry analysis 2017 - cost & trends. Retrieved January 27, 2017, from https://www.franchisehelp.com/industry-reports/ fitness-industry-report/ 2. About the industry. (2010). Retrieved January 27, 2017, from http://www.ihrsa.org/ about-the-industry/ 3. Patrick, & hl, ? (2016, December 27). How to build a Billion dollar company - Patrick Bet-David Retrieved from http://www.patrickbetdavid.com/build-a-billion-dollarcom- pany/ 4. VALUETAINMENT (2016, December 27). How to build a Billion dollar company. Retrieved from https://www.youtube.com/watch?v=G1N0wKSKuJ8
“LEARN TO EMBRACE REJECTION” – G a r y Vay n e r c h u k First impressions count! Adam Kiani, Founder and CEO of Personal Trainer Academy, helps personal trainers gain clients by making the right first impression The gym can be an intimidating place, especially for newly qualified trainers. Trainers need to develop skills to ensure that they are as comfortable and confident within the gym as they are out. Before hitting the gym in an attempt to get new clients, make sure you have a clear goal of WHY you are doing it and what you are hoping to achieve. Are you wanting to get new clients or will you be networking ? Your first meeting with potential clients could be a make or break encounter. It’s essential you get it right, as by doing so you will create new leads – get it wrong though and you could lose potential clients. Your goal when first meeting someone is not to sell PT but to develop a relationship. Making a great first impression is essential for a personal trainer and one that can be learned. Some tips that help create a great first impression: g Uniform – make sure you are in uniform and that it is smart, clean and ironed. g Hygiene – make sure you are smelling fresh (don’t overdo it though) g Personal grooming – hair (and facial hair) should be neat and tidy g Ensure your attitude is 100% - remove any negativity and focus on positive energy g Wear a smile – it’s easy Relationship building takes time and is not an overnight process. One of the key elements of building relationships is rapport. We always advise trainers never to underrate it. 40
Some elements of rapport include: Commonality People like people like themselves – when you first meet someone. Remember; Seek first to understand and then be understood. When talking to potential clients use open rather than closed questions and try to gather as much information about them as you can. Your conversation should only focus on what you have in common and it should avoid topics relating to things you disagree with. Positive High Regard (unconditional high regard) Accept people’s differences when you first meet them if you want to build a rapport. Don’t argue, challenge, confront, oppose, contradict or laugh at anyone’s beliefs or behaviour in the first few meetings (or until you have trust or credibility). Challenging creates barriers, and we want to remove them not create them. Empathy The most basic and fundamental human need is to be understood. To understand someone you need to empathise with them. This is where you put yourself in their shoes and see things through their eyes. The process of understanding someone requires you to listen to them. This can take time. Sincerity You can’t fake rapport. Learn different greetings and make sure you personalise everything for the person you’re with. The goal is to make everyone feel valued and to make clients feel special. The key to this is to make them feel like they are your number one client. People won’t care what you know until they know that you care. Make them feel valued and special and take a genuine interest in them and their goals. Communication is an essential tool for developing relationships and interacting with clients. The key is to provide the amount of information the receiver can use rather than the amount we would like to give. Communication is a complex process involving more than just words. Tone of voice and body language are also of great importance. There has been considerable research on the credibility of the verbal, vocal and visual elements of the message.
You will know what your clients trigger words are as your senses will pick up on their physiology. Look for the following; focus of eyes, change in posture, weight shift, angle of torso if sitting, the energy and change in their tonality. When you start to paraphrase the words your client is using to describe their goals, this will be an unconscious and subtle call to action for your clients. The way to finding their trigger words is through the simple art of conversation with your sensory acuity switched into a higher gear and ‘your needs for interpretation’ switched to a minimum so you can truly pick up on what is important for your client. Observe, listen, make notes and paraphrase. 1. Say their name (say it 3-5 times minimum) 2. Use their triggers 3. It’s not what you say; it’s the way that you say it 4. Mood match – voice sample, state of mind 5. Focus on the positive 6. Focus your attention and ‘watch what they’re telling you’ What are they “telling you” ? g Watch their face – if you’re discussing a topic they enjoy their face will come alive, if it goes blank then it’s your cue to change subject or move on. g Watch their head position – do they turn their head away when distractions occur or are they fixed on you? g Watch their body position – watch their eyes, head, shoulders, torso and feet and how much they are pointed at you. Also watch distance, leaning and body language. g Watch their eyes – are their eyes on you or wandering? Trigger words are essential to learn as these are words that you must refer to when doing taster sessions and your sales pitch. In next month’s article we will at how to successfully work the gym floor. Adam Kiani CEO, PT Academy. The UK’s leading fitness education company www.ptacademy.com Instagram: @mradamkiani
g The verbal element is the message itself – the words that you say. g The vocal element is your voice – the intonation, projection and resonance of the voice that carries those words. g The visual element is what people see – basically what they see of your face and body. The research found that the degree of inconsistency between these three elements was the factor that determines credibility. A trigger word reinforces connection and confidence with your client. They are the special words that encourage your clients to take action after having spoken to them. They help increase rapport between you and prospective clients. Trigger words imply that certain words are more pertinent to us than others, and this may suggest that we select what information we choose by unconsciously deciding whether the subject content is relevant to us or not. APRIl 2019
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NO PAIN, NO GAIN: MAKING TAX DIGITAL James Thomas, QFP, Commercial Manager at d&t, explains how tax return changes could benefit your business This month (April 2019) HMRC is making significant changes to the tax system regarding Making Tax Digital (MTD), which is aimed at bringing businesses into the digital age. What does this mean for Gym owners? Basically, if your current method of bookkeeping is the old fashioned ‘shoebox’ approach this will no longer be acceptable! However, giving power to the numbers may help you manage and develop a stronger business. From 1 April 2019, VAT registered businesses with a turnover above the £85k threshold will be the first to have to keep digital records and submit information to HMRC quarterly, as well as a final annual submission. While there’s no official date for all other businesses to switch over, it’s likely to come in the next couple of years – we may see an announcement in the 2019 Budget.
WEIGHTY PENALTIES With only a few exclusions due to religion or digital exclusion (no internet access) or if your turnover is less than £10k per annum, VAT-registered Gyms, like other UK businesses, will be required to submit quarterly returns digitally to HMRC, as well as a final annual submission after the end of the accounting period. Penalties will be applied if returns are not submitted on time, although there is a limited “soft landing” period.
SHAPE OF THE FUTURE The aim of the Government is to reduce human error and for businesses to provide more accurate reporting. Although it has not been confirmed, there has been 42
some speculation these changes may pave the way for quarterly corporation tax returns to become the shape of the future.
FIT TO GO If you are already using a cloud accounting software, you are fit to go and ahead of the game. You will be able to make your submissions directly through these systems, therefore your main task will be to keep up to date and once a quarter send your figures to HMRC. This is very similar to how many clients submit their VAT Returns so if you are already doing this, MTD should not have a dramatic effect on your business. However, if you are not using cloud accounting software, you may need to alter your bookkeeping systems to be MTD compliant. HMRC have indicated that spreadsheets on their own will not be sufficient but could potentially be used in combination with HMRC recognised software.
LET SOFTWARE DO THE WORK One of the market leaders is a product called ‘QuickBooks Online’, which offers a very competitive monthly price. Another big player in the market is called ‘Xero’. One benefit of MTD is that applications like Receipt Bank or Expensify means you can let the software do the work and throw away hard copies of receipts. Cloud accounting is included within certain packages offered by forward thinking accountants for free, so it may be worth getting a call booked in to discuss this in greater detail. The time that can be saved on bookkeeping by using these products to their full potential can be enormous, it means more time can be
spent working out with clients, so this is likely to be beneficial to you and your customers. According to a recent report from software firm QuickBooks Intuit, Making Tax Digital alone has the potential to generate a productivity gain of £18,000 per year for an average small business.
HEALTH SNAPSHOT Keeping accounts up to date for quarterly submissions means you always have a clear health snapshot of your business and can monitor its performance more closely. As a business owner, an overview of a balance sheet indicating profit and loss means you can keep a steady eye on cashflow and plan better to grow and develop. You can make more informed critical business decisions with more up-to-date metrics on business performance. Cash flow can be managed better too. If you know what’s coming up, you can plan better to put money aside for marketing or training or purchasing new equipment. It
also mitigates the risk of a shortfall going forwards. It is also easy to compare one month with another, so the strength of marketing campaigns can be assessed and any weaknesses identified and improved upon.
POWERFUL TAX PLANNING There is also a more powerful opportunity for tax planning, your income is known before the end of the tax year, enabling you to advise on any planning strategies to reduce your liabilities before it’s too late – assuming your accountant provides this service. So, in short, MTD means it’s time to give your accounting systems a complete workout. There may be a little pain but the gain with MTD will be a clearer health snapshot of your business enabling further development and optimal future performance. For further information or to arrange an informal chat about Making Tax Digital and business planning please see: https://www.team-dt.com/
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Aspire’s InstructAbility Report on Disabled People Working in Leisure From living in a tent in the woods to being employed by the City Council as a fitness advisor, life really does begin at 40 for Tony! “I’m on the payroll now, but I'm still also a volunteer – I’m paid spiritually for that!” says Tony. Tony has been profoundly deaf since he was seven years old and in adulthood he developed mental health difficulties. Subsequent depression and anxiety resulted in Tony becoming socially isolated and he experienced a mental health breakdown. He started going to the gym after a he was given a free gym pass to Nottingham City Council Leisure Centres. He became a case study providing feedback to improve gyms for disabled clients. When an opportunity arose to become a gym instructor it seemed like the next logical step for his own personal development. This had a positive impact upon his life and the people he can now support. He says; “The best thing about it is I can go up to and talk to anyone now, that wouldn’t have happened before. I’ve got 46
disabled clients being referred to me. Being able to relate to and help others – it makes everything I’ve been through all worth it.” Tony uses his own experience to support other people who are overcoming challenges. One client who experiences panic attacks has been helped through Tony’s empathy and practical help. He is also supporting clients recently discharged from mental health services to help keep fit in mind and body. Tony is now a huge advocate for fitness. He was able to reduce medication that he was taking to aid sleep and stabilise his mood and in so doing he also reduced the side effects of medication such as weight gain. During exercise the body releases dopamine and endorphins and it was very effective in helping to combat his depression and anxiety.
“The gym made such a difference to me, I would often experience anxiety when I was out and about, so I would head to the gym where I could let off steam, and my medication was my dumbbells!” Tony also recognised the other advantages of going to the gym; “There are many benefits to using the gym and participating in leisure activities; there is a great community atmosphere that can make you feel like you are part of something and that you belong, as opposed to staying at home and feeling isolated.” Tony encountered numerous obstacles before he gained the success he enjoys today. One particularly traumatic period was finding himself homeless. Although someone who used the gym periodically throughout his life becoming homeless renders an individual incapable of much beyond surviving. This is the position Tony found himself in when he was
kicked out of his shared housing by his housemates. The situation was devastating and left him feeling quite defeated and unable to see his daughter. Fortunately, he received support from Pete Weightman at Nottingham Housing Association and ended up getting sole tenancy of the property. This provided Tony with the stability he needed and a drive to succeed. Tony admits it was difficult to go back to a learning environment when he started the InstructAbility Programme at Clifton Leisure Centre but found it helped his mental health and built his confidence. “Putting yourself in uncomfortable situations helps you to grow mentally, which is just as important as physical fitness. “I had a great YMCAfit tutor who waited for me to write up my notes and gave me visual handouts to help with the learning APRIL 2019 47
process so it was a bit of a blessing. The course consisted of both practical gym instructor training and theory work… and I was particularly worried about one session. “I had to lead the others in an exercise class for half an hour. I thought that session would be impossible for me due to my anxiety but the more I did it the better it became. I completed the course and passed the exam. Part of the programme included a voluntary placement and I did this at Ken Martin Leisure Centre. After I finished the InstructAbility programme I continued to volunteer and was eventually offered paid work.” Tony cites the support he’s received from the team at Ken Martin as being a key part of his success. “The team have really understood my needs and have allowed me to swap shifts when I’ve struggled with my mental health and they were really flexible in allowing me to complete my in house qualification. “People can have a negative view of the gym but Ken Martin Leisure Centre is so friendly. We even adjust the music to make sure we cater for different groups depending on the time of day.” Tony knows it can be very difficult to see an opportunity when you are depressed or anxious, but he has a few tips to help people get started: 48
g Talk to people around you, you might find someone in a similar boat. g Walking can help by giving you thinking space. g Get or borrow a dog to walk with, it’s like a gym on legs! g Find a gym buddy who will help motivate you. g Try group activities. g Exercise classes get your endorphins going and you push yourself a bit harder. g Try to get into a routine. g Don’t beat yourself up if you can’t stick to it. g Sometimes it’s just about coming along, just being here is an achievement. “For some it’s a social experience, others it’s a lifestyle choice. Whatever the reason, it’s important to look after your heart and general wellbeing and just be happy.”
"Being able to relate to and help others – it makes everything I’ve been through all worth it."
Retention Convention 2019 unmasked Expert speakers from this year’s Retention Convention unmask the event and share valuable insight
This year’s Retention Convention will see a host of operators from the UK and abroad sharing their secret formulas for running a successful health club. With only 150 places available, you’ll be lucky to secure yourself a seat at this sought-after annual event, sponsored by Precor, DFC, Willmott Dixon and TRP. Here we bring you a preview of what delegates can expect. Look out for a review of the day in the June issue too!
Offers too good to be true Jose Teixeira will be taking time out from his role as Head of Customer Experience at SC Fitness in Portugal to talk about customer behaviour and what we can learn from our data. As a country-wide chain boasting 30 clubs across its low-cost brand, Pump, its mid-range clubs, Solinca, and its APRIL 2019 49
premium brand, Lagoas, Teixeira has a big job on his hands to keep three different operations running smoothly and three different types of members happy. He explains; “SC Fitness started in the mid-market back in 1996, purchasing Pump just over a year ago and Lagoas eight months ago, but already we can see from our data the huge difference in both member demographics and usage; they’re really different brands. “Interestingly the low-cost brand has a higher Net Promoter Score (NPS) than the others. We put this down to customer expectations when they go to a premium or mid-market club. If you think of the low-cost airline industry, people simply expect to fly from a to b, so any additional products and services will lead to good scores. We’ve also found people who take the time to rate us stay longer, whether they’re a promoter or detractor, as they care enough to score us.” Across the group, unsurprisingly, the customers that stay longest are older, have a contract, have high usage rates, enjoyed a good induction, attend group fitness classes and ultimately view their overall experience positively. Taking advantage of this, the sales team receive more commission for signing new members age over 50. Teixeira has also created a novel way of encouraging member visits. He explains: “At Solinca we launched a both contract and a no contact proposal that pay our members to attend. On the no contract offer, for 50 Euros a month, we give the member 5 Euros back for each week they visit. So, if they attend every week they effectively pay just 30 Euros for their membership. However, on a contract deal we give the member 7.5 Euros each time they visit at least once a week. Only 20% choose the no contract option as the offer is so good and we’re driving usage.” In the low-cost Pump clubs, memberships start at 30 Euros a month, reducing by 1 Euro a month each month they stay.
Past campaigns include a money back guarantee where the member could earn 50% of their 40 Euro fee back if they trained 12 times in first month. “The difference it made to attendance was huge,” says Tiexeira, “It shifted from an average of four visits a month to 11 or 12. “We try to focus on the entire member journey, starting with the induction and progressing throughout the member lifecycle as we start to see results. If we do too much at once, the staff and members won’t understand what they’re being asked to do and it would be tough to roll out, but we constantly have to create different incentives to stop members falling off the ‘fitness cliff’. “So, you can see how our marketing campaigns are both sales and retention orientated. The customer experience is crucial as it makes the member feel connected. Our sales team isn’t just sales driven, they need to know the retention pitch too.” Key to this, says Teixeira, is that almost all fitness staff are employed by SC Fitness. “Many clubs employ freelance PTs or instructors, but all our staff have a contract, just like the manager or the receptionist; they’re 100% Solinca. We train them and audit that, every month adding to their training. This investment means our team are aligned.” Teixeira, who is one of the morning speakers, will join fellow presenter, Chris Stevenson, a Californian health club owner with an NPS score consistently in the 80s, on the afternoon panel event, alongside Active Nation’s Managing Director, Stuart Martin, and yoga studio owner, Caroline Martin.
Supporters of activity Here, Stuart Martin explains how everything Active Nation does focusses on the brand’s core objective and mission of ‘persuading the nation to be active’.
“From the point of recruitment our messages never focus on the 14% of people who are already active at a gym, it’s the 86% we are concerned with persuading,” Stuart says. “Countless industry promotions of ‘no joining fee’ or ‘get your first month free’ haven’t persuaded the truly non-active to do anything different yet, so why would it now? We need to think differently, educating people on the benefits of moving more, but making it real life so they can actually see how others have benefited. We do this with case studies as part of our ‘Have A Word’ campaign.” Over the last five years, Active Nation has gone through a radical transformation, re-inventing its ‘supporter communication journey’ from the point of recruitment to their long-term retention. Martin believes digital behaviours drive physical behaviours, so the brand encourages members to engage via social media, the website, their app, emails and SMS, to help drive increased participation. “All too often I see private clubs only pushing content to sell a discounted subscription, but this leads to reduced brand engagement and makes it less about sustained lifestyle changes and more about quick turnover,” says Martin. “We don't use social media as a sales tool. For us it’s a retention tool. We want people to build long term habitual behaviour, be inspired by a workout of the day, pick up nutrition tips, see how other Active Heroes can inspire them to try new activities, and most importantly have fun. Our purpose is to build a community of likeminded people who can support each other; we don’t have customers, we have ‘supporters’. “Unique to Active Nation is our Brand Map and how we embed ourself into the community beyond the four walls of our venues by promoting events such as Active Surgeries,
Active Communities, Active Ability and Active Work Places.” Every doctor’s surgery within Active Nation’s communities includes an information zone, signposting people to activity, as well as offering advice and support, such as ‘how do I eat right’. The Active Work Places scheme sees Active Nation running workplace wellbeing programmes alongside its local authority partners, whilst Buggy Mums is one of the Active Communities programmes. ActiveAbility won ukactive’s Healthy Partnerships Award in 2017 for its Southampton scheme, which carved the path of disability sport and physical activity in the entire Solent region. “We encourage people to be active through all of these initiatives, as well as our online platforms. We may never see them, they may never come to a venue; through these initiatives we can reach far beyond locations we operate in,” Martin continues. “It’s important to us to analyse data from these activities to ensure we are delivering on our participation objectives across a number of KPIs; ultimately, can we point to Active Nation making a difference? This also relies heavily on creating staff behaviours. We expect our leadership team adhere to WHO activity guidelines. If our leaders can’t demonstrate they’re active, they’re no good to us!” Active Nation is a big advocate of Myzone heart rate tracking technology, and Martin encourages staff to down tools any time of day that’s safe to do so, to have a workout. “We’ve changed the culture of our organisation and now have 35 leaders consistently achieving WHO guidelines. If they don’t buy into activity, how can they buy into our organisation? Productivity has gone up as a result too!” APRIL 2019
Competing against the giants Caroline Martin is an industry veteran with more than 25 years experience managing and teaching fitness classes, opening her own studio, Yoga Squad, in Newark. Here she explains learnings from her time as Group Exercise Manager in big box gyms, that has helped her to compete in a busy marketplace. “I found the constraints of working for big gym chains very frustrating,” Caroline says. “I felt like a puppet at times, asked to do things that weren’t right for my club or my members, because they were part of national roll out. When we moved to a new mass booking system where every class from every club had to be listed, many activities were stripped out, simply to make the list fit the system. I wasn’t able to do what I wanted to do, which was to listen to what the members wanted.” Martin has been able to use much of this to shape her offering at Yoga Squad. She explains; “Things took a long time to come to fruition, especially marketing, which often came after we’d launched the programme. It didn’t necessarily fit the demographic of the member either. So, in an area of high BAME they’d wonder why we weren’t hitting targets during Ramadan when class numbers naturally drop. “With my own studio we’re able to mold activities specifically to our members and be very reactive to trends too; for instance, linking extra barre and aerial yoga programming with demand from exposure through a TV show, where these classes become the activity of the moment.” Customer focus is a theme that runs through everything Martin does. She says; “We carry out surveys and customer focus groups, so members feel listened to, and we can just
do more fun things; if it doesn’t work we can pull it and try something else. Not being locked away finishing reports also means we can add little touches, like celebrating members’ birthdays to make them feel special or supporting local charities. We are definitely more community based.” Just like the head of a small school, Martin knows the members names and their family situations, and takes pride in introducing them to other people. “As a holistic studio it’s a very safe, calm environment and sometimes people get emotional in classes. It’s okay if they’re having a bad time as we’re there to support them,” she says. “They know the instructors on a one to one level and there’s a lot of trust. We really are a community within a community. Our members are our biggest advocated, doing the marketing for us." Testament to this is Yoga Squad’s ‘energy exchange’, where customers offer their help and support with everything from painting, cleaning and social media to business advice and leafleting, in return for free classes. “You just couldn’t get this in a corporate environment,” she says. “People offer their services because they feel part of our community. They get something personal from us and want to support our business. If it goes they lose what’s important to them, and so it all comes together to help us build and run a beautiful studio.” Martin’s takeaway advice is to listen to the members. She concludes: “It shouldn’t be all about the numbers. People just want to be heard and feel as though they are part of something important.” If you’d like to attend the 2019 Retention Convention contact Dr. Paul Bedford directly at email@example.com.
HOW TO RECRUIT AND KEEP THE BEST TRAINERS FOR YOUR GYM Matt Gleed, Senior Master Trainer and Education Specialist, discusses the value a strong PT team can bring to your business Recruiting the best Personal Trainers may be one of the most important considerations when you’re opening your gym. Imagine that the trainers you hire are the frontline force of your company; they interact on a daily basis with your customers, they showcase your company’s values and they can drive sales and member retention. Your staff can determine the success of your business, so don’t take the hiring process lightly. You need to look beyond the PT qualification when your hiring because the certification is just the foundation of what a PT needs to be successful. Finding a qualified trainer is easy, finding a really good trainer is a harder task. But put the time in to recruit the best, and you won’t regret it. I have hired many PTs over the years, and it’s been a learning curve. Everyone can come across enthusiastic in an interview but finding someone who works hard to fill their client base, is confident and motivated enough to approach and assist all members on the gym floor, not just booked clients, and is always keen to continue their learning or specialise rather than stay in their comfort zone is rarer.
Here are a few ideas about recruiting methods in order to give you a strong shortlist: Video Intro – why not ask for a 60 second video from the applicant to show you more about them and why they want to work for you in your gym. It’s a great way to gauge personality, energy and confidence in a more informal way APRIL 2019 53
and you can test if they’ve done their research in to your company. You could ask them to walk you through their first session or explain a complicated move in-depth and simplified versions to make it clear for different abilities. Audition Sessions – you wouldn’t invest in a car without a test drive so consider an observation PT session so that you can audition the trainer in action. This isn’t necessarily about just testing knowledge, but the ‘soft skills’ of a person such as their ability to engage in small talk, show genuine interest in their client and be confident and approachable. Workshops – ask the candidate to present a 10min workshop on something they are passionate about. It could be on technique of an exercise, a certain piece of kit or a training style…. or, a secret skill like Origami. It’s not about the content, but the delivery. Can they hold the interest of the group, get their point across effectively and have they planned and prepared. A lot of the skills that you can observe in these styles of interviewing are going to be ‘soft skills’ and challenge the trainer to interact and communicate.
Hire the best, keep the best It doesn’t stop once you have your team in place. It’s more effective to keep your staff then have a high turn-over. So if you’ve built a strong trainer team here’s some ways to keep them.
Empower your team Welcome your PTs into the business, keep them informed on objectives, targets and decisions. Get buy-in for the company’s culture and values and encourage feedback from the team. If your staff feel involved in the company as a whole, they will feel empowered to help drive success, for themselves and the gym as a whole. Let your trainers become genuine ambassadors for your company.
Personality profiling I was recently in a team meeting for a company where we used The Colour Code Personality Profile, (created by Dr Taylor Hartman), to identify people’s strengths. It’s important to have a mix of personalities, because there are positives to each of the personality ‘colours’ and a blended team will work stronger together. You can pair tasks or even clients with the best personalities for the job in order to all work more effectively as a team. This will help you play to people’s strengths and identify any personality gaps or clashes amongst your team.
Further education Consider offering further education, business training and career development to your team. Investing in your staff pays back to the business in the long run. Trainers will feel appreciated and see that loyalty and hard work will provide a future with your company. PTs should always be extending their knowledge, encourage them to specialise or keep finding new CPD courses to upgrade their expertise. A team of PTs with differing specialities to provide your members is a strong offering. Only you can decide on your trainer team but step back and consider what you want to achieve before you hire. There are good and bad personal trainers. Your PT should be fully qualified and insured but they also should be experienced over a wide range of disciplines, not just in the form of training their passionate about. They need to work with a variety of people and abilities, from cardiovascular exercise through to strength training. They need to be excellent communicators, personable, approachable and attentive. Be encouraged, not intimidated by trainers who are professional, focused, and want to continue their learning and education. Invest in the best and your business will see the benefits.
Build your empire on a solid business model Have you created a brand and business model that you and your investors can bank on? Asks Taz Dunstan from XL Personal Training Business is business, and that is what every Gym Owner and fitness professional needs to remember. The dream of “turning your passion into a profession to never work a day” is good in theory, but this requires a solid business plan to ensure the dream remains viable. Countless gyms and Personal Training studios have failed as a result of being run by fitness professionals who have sound knowledge and passion for the fitness industry, but without any business knowledge to apply these skills in a profitable way. The result of this misguided passion has led to an overwhelming demographic of “failed fitness professionals” which has established fitness careers as “high risk” of unemployment. Predictably, the domino effect has meant that there has been a significant and steady decrease of students enrolling in fitness courses across Australia. The high numbers of qualified fitness professionals “failing” at business within the first and second year of operation has been largely attributed to a lack of business sense. This loss has forced change in all areas of the industry, starting with the course providers. Between 2015-2016 the Australian Department of Education restructured the national requirements for the Diploma of Fitness. Prior to this, the course was heavily science based with the majority of the qualification focused on extensive knowledge of human anatomy. While the importance of the science has remained, the core focus of the diploma of fitness in Australia is now heavily business based to equip business owners and fitness professionals with the tools they require to establish a successful, financially viable business. APRIL 2019 55
A common attitude in the business world that encourages people to continue to invest money and keep a sinking business afloat is: “Expect to run at a loss for the first three years of business, then you will start to see returns.” I hear Personal Trainers and Gym Owners all the time saying; “yeah, this business is costing me an arm and a leg but it’s only my second year, so if I can just hold out for one more year it’ll be making a profit.” Or, “You have to spend money to make money.” This approach is misguided and takes the business mentality completely out of context. The truth of the matter is that the first few years of establishing a business should cost money because if you are smart about building an empire you should be “investing” or “reinvesting” whatever money is coming in to continue to grow the business. This costs money and the ROI (Return On Investment) directly correlates to how smart your investments are and how you capitalise on them to bring the money back with interest. If you as a business owner are burning through your savings splashing out on additional costs without a solid business plan you are running blind. Smart business is not guess work and little “luck” is involved in making good business decisions. For anyone currently treading water waiting for that “third year” to clock over before your business suddenly booms, here is some free advice: “You are in for one hell of a *surprise” (*Bankruptcy). If you as a business owner or fitness professional have got caught up in the excitement of chasing “maximum
reach” and “cold lead generation” ask yourself how you have converted this marketing strategy into an effective sales tool which has measurable profit margins to gauge the effectiveness of this campaign? If you cannot answer this question honestly it is likely you are simply throwing money into sponsored ads to gain exposure without any profitability forecasted or ensured. This is not smart business, this is ego driven experimentation that could have a detrimental impact on your brand and the success of your business. Key things to know about any business: It is competitive. g You need a solid business model that you and other investors can bank on. g You need a philosophy and a vision/ impact statement that captures exactly who you are as a business that attracts your target market. g You need to know who your target market is and have a marketing strategy that you have complete trust in that you can track the success of your campaigns to continue to capitalise on your investments. g You need a forecast to see where you are based currently and what profits you can realistically expect to turn over annually. g You need to comply with industry regulations, work place conditions and legislative requirements. All of this takes time and knowledge to ensure your business is credible and professional across the board. You are not
expected to do everything on your own and investing in a business professional to work with you on your vision is highly recommended.
up and sustain a successful business as I and several of my
As with every facet of the fitness industry: the greatest investment you can make is yourself! Upskilling in courses to expand your knowledge and expertise is highly recommended as is playing to strengths.
industry professionals. This is because I have done the work
I have been in the fitness industry for close to 20 years, I have been a Personal Trainer for several years and have operated my own business and XL Personal Training brand for over three years. I attribute my success to my passion, innovation and my professionalism. When I tracked the industry trend and predicted the national fitness course overhaul, I completed my advanced diploma of business with the Australian Careers College to use that qualification as Recognition of Prior Learning so that I could focus solely on the anatomy and training styles in the fitness diploma. This proved to be a very time and cost-effective approach as it allowed me to perfect my business model with business industry experts who I had access to as mentors and free business advisors. I am now one of only a handful of business owners in the fitness industry worldwide who have partnered with reputable, internationally recognised and respected brands to offer a complete service to my clients and competitors. In addition to specialising in niche fields for my personal training clients across all platforms, I am also a business advisor who operates a “white label” business model mentorship to equip other fitness professionals with the skills, knowledge and business models they require to set
clients have done. This is not because I am smarter or better than other and devoted my life to learning the industry inside out so that I can help other fitness professionals and gym owners be their best. I work with other fitness professionals as an “allied health professional” and now I am able to work with other fitness professionals as an “allied business professional.” I am not in competition with other gyms, clubs or providers, I am in partnerships (silent and transparent) to share the success we can all have working together. My following and industry exposure is modest in comparison to the businesses I work with and that is exactly what I expect from a business advisor - quality over quantity to ensure my clients are getting the market reach they need. For enquiries related to how I can help you set yourself and your business up for success, please contact me on Taz@xlpt. com.au for a confidential consultation. White label business models start from as little as $500 AUS. If you want to maximise your profits in minimal time, invest in a business professional who can build your empire on a solid business model, specifically designed for you and your vision within the fitness industry. Know what you are selling. Whether that be; yourself, your products and services, your brand or a complete package. When you know what you have to offer you will be able to market it to the masses.
O n ly 1 5 % o f yo u r members will reach their fitness goals... Here’s how to change that! According to Paul Bedford, an international leader in retention research studies, only 15% of your Gym Members will be self-sufficient enough to reach their fitness goals? Do you have a plan of action for the other 85%? An exciting new partnership between EZFacility, a market leader in Gym Membership Management Software, and Trainingym, who provide technology for gym owners to increase member loyalty and club productivity, aims to help gym owners create a successful member loyalty strategy. EZFacility is a leader in Gym, Health and Fitness Club software with a simple to use system that can manage check-in, scheduling, point of sale and automated billing all in one place. EZFacility customers sell 2.4 million gym memberships per year within their software, but once they have signed up those members how do they keep them loyal to the facility? That’s where Trainingym come in! With Trainingym’s personalised app and software solution, gyms are equipped with specialised tools such as 3-d workout videos, body composition analysis, and satisfaction surveys that help members reach their goals, stay engaged and create a positive experience. Trainingym not only provides technology with a powerful combination of ease of use and depth of features, but they pride themselves in their commitment to partnering with their clients in their success. To do this we would like to share with you two areas of expertise – Member Loyalty and Marketing & Communications – and here are some of the top tips to help you stay ahead of the game.
Creating a dynamic and engaging member loyalty strategy Drive meaningful interactions with clients A proper induction and follow through with a member are the foundation for loyalty. Creating a smart member journey coupled with automated processes will cement those first steps towards success and help extend membership duration.
Have the progress and evolution of your client at your fingertips Give your clients access to their physical evolution through bio impedance scales. Members will be able to check their results at anytime and anywhere allowing them to know where they are on their fitness journey, helping them create short-term and long-term goals. Keep members on track with weigh-in reminders.
Workouts for the everyday gym user Create, organise and assign workout routines based on the member’s goals. Give your members confidence and autonomy by allowing them to view their workout sessions, see the proper execution of the exercises and track their progress.
No staff? No problem Extend your services beyond your club by allowing members to assign themselves a workout plan whether they are at the gym, at home or even on vacation.
Anticipate and Surprise Members Win your members over by getting to know them. Follow the Trainingym member loyalty methodology and know the goals, interests, and preferences of your members to create a unique experience. The more you know your members, you can understand their expectations and needs, surprising them with unmatched quality service.
Feedback is the currency of satisfaction Identify which aspects of your club create a positive experience through triggered surveys for members in the mobile app. Know the level of quality service your staff are providing, celebrate excellence and build on what’s working.
Get your name out there Build your market presence and add value to your business with a branded app. Increase the bond with 58
Forget about reminders Thanks to automatic notifications you can keep your members on the road to success without creating extra work for your club. Automated emails and push notifications encourage members to visit the club, keep up their progress and weigh-in to see their results.
Involve your members Through manual surveys, you can give your members a chance to participate in decisions. Bring your members into the conversation, find out what they want and expect, and you won’t miss the mark through assumptions.
Do you have the bulletin board blues? With in-app pop-up capabilities have a more direct, dynamic, and effective way to communicate events, promotions, and news with your members. your brand by increasing the visibility for members and potential members.
Implement Smart Marketing & Communications
Interested to find out more about how EZFacility and Trainingym can help your fitness business? We’d love to hear from you!
Stop spamming your members Segment your database to send relevant push notifications or emails to your members based on their goals, interests, and/or preferences. Personalise these segmented group messages and have your members feel like you are speaking directly to them.
• Membership Management & CRM • Member Self-Service Access • MemberMe+ - Branded Mobile App • Extensive Reporting • Front Desk Check-In • Billing & Payment Tracking • And so much more!
Cut back on clutter with an all-in-one software solution to manage your gym.
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“I believe in fitness.” Four time British Fitness Champion and World Champion, Irina Cotton, questions ‘what does fitness really mean?’ “I believe in fitness.” This short statement is almost always the first things I say to clients and interviewers. I don’t say it just because it sounds good, I say it because I truly believe in the properties of fitness and what it can do for you, because of what it did for me. I had to analyse what I really meant when I say those words, and why I am so convinced that fitness and being fit can change your life. Almost all of us think that being fit means being healthy and strong. But is being healthy only not being sick? And strong only being able to lift heavy objects? Fitness encompasses far more than that. Being healthy means having a strong, well-functioning heart. Lungs that can take in lots of oxygen. Muscles that are well toned and capable of taking on tasks without tiring easily. A body that can bend and stretch without saying “ouch”, and a mind that can switch stress off as well. Sounds like an unreachable ideal, doesn’t it? Yet each of us is capable of achieving such goal, or at least improving these areas of our bodies. Becoming fit will not only bring you closer to this state, it will fill you with energy and a strength of will and character that can change your life. Being fit is a lifetime philosophy. Being fit has to do with body, mind and soul. It means being able to accomplish everyday tasks with ease, not being stressed at the end of the day. It means having energy left over to do other things. In a nutshell, fitness is training for your heart and cardiovascular system, for muscle strength and endurance, for condition and flexibility… and of course learning to change your eating habits over time. Fitness without proper nutrition will not help you lose those extra pounds, but it will make you stronger and more resilient and will help you at least maintain your weight. Eat right and exercise. It’s really quite simple, don’t you think? Let’s separate myth from fact. 60
Myth: Aerobics is better for shaping up than weight training. Fact: To transform your physique, you must train with weights. With weight training, you not only burn fat but you can also change the shape of your body. You can build wider shoulders, so your waist looks narrower. You can build muscular arms; lean defined abdominal muscles; strong legs; and you become empowered, confident, and strong. So even though aerobic exercise does help burn fat, when it comes to transforming your body, you can’t beat proper weight training. Myth: to lose fat, and improve your body, don’t eat. Fact: to build a lean, healthy body, you have to eat! One of the most crucial errors people make when they try to lose fat and improve their health is severely restricting food intake. That doesn’t work. It never works. If you try to “starve off” unwanted fat, you are playing a game you can’t win. To get the best results, you need to work with your body, not against it. People who force themselves to stick with a crash diet will lose body weight, but it’s a very unfavourable type of weight loss. Typically, half of the pounds lost come from
muscle tissue that is sacrificed. It’s very important to remember muscle is your body’s metabolic furnace. Muscle uses energy, even while you’re sleeping. Fat pretty much just sits there. What I discovered is that it is possible to lose fat without losing muscle; in fact, you can lose fat, gain muscle, and improve your mental and physical strength at the same time. And you can do it in as little as 12 weeks. But, to make that breakthrough, you must let go the myth that not eating is the key to fat loss. You must accept that you need plenty of good quality nutrition to build a better body. How often should you eat? The answer is more often than you do now. To transform your body - to look better, feel better, and improve your health - you must develop the pattern of feeding your body frequently throughout the day by grazing. You should not go more than a few hours (while you’re awake) without eating. There are many reasons for this. One is that eating often helps keep your body’s “food alarm” in check- it helps convince your body and mind there is not a famine around the corner. Also, studies show eating often helps accelerate the metabolism, so you burn more calories. And when you graze - when you eat six nutritious, smaller meals a day - the food is more efficiently absorbed and processed by your body than the “three squares” most people eat each day. When you eat every few hours, you will have more healthy fat loss and muscle gains, less hunger pangs and cravings, and I’m certain you’ll just flat out feel better- a lot better. On top of all that, you’ll be creating a “metabolic environment” that supports healthy fat loss and muscle gains. You are capable of far more than you think you are. You are going to have to train with heart and soul. APRIL 2019
TRX Workout Programmes Matt Gleed shares TRX exercises for beginners, intermediates and the advanced TRX Training turns your body into a machine, allowing you to put yourself through a full-body workout anytime, anywhere. Here, TRX Senior Master Trainer, Matt Gleed, shares his top exercises for beginners, intermediates and the advanced.
TOP 5 TRX EXERCISES FOR BEGINNERS TRX Chest Press Strap Length: Long With the TRX in single-hand mode, stand facing away from the anchor and keep weight on the balls of your feet Lower chest towards the ground and bend elbows to 90 degrees Press back up, maintaining body alignment Common Faults: If straps are rubbing on the arms, raise arms or lengthen straps Keep chest lifted and core engaged to prevent breaking at the hips or rounded shoulders
TRX Lunge Strap Length: Mid Calf Stand facing away from the anchor with one foot through both the foot cradles, cradle suspended below the anchor point Drop down in a lunge while reaching back with suspended leg and lowering front knee to 90 degrees Drive up through front heel Common Faults: Keep the chest lifted to prevent the upper body falling forwards Ensure that the reaching bag leg doesn’t just straighten backwards by dropping the knee
keeping elbows at shoulder height Return to start position, keeping tension on handles Common Faults: Keep body straight and chest lifted to prevent breaking at the hips Ensure the elbows stay in line with shoulders throughout, rather than creeping outwards
TRX Low Row Strap Length: Short Stand facing anchor, lean back with arms straight and keep palms facing down Squeeze shoulder blades together, keeping elbows pulled into sides and move body up towards anchor Return to start position, maintaining body alignment Common Faults: Keep chest lifted and pull shoulders back and down to prevent breaking at the hips or rounding Bring chest to hands to prevent the elbows moving out wide
TRX Triceps Press
Strap Length: Mid Calf Kneel facing away from anchor with both feet in foot cradles, and align hands under shoulders Lift knees up off the ground Maintain body alignment from head to toes
Strap Length: Mid Length Stand facing away from the anchor and extend the arms at shoulder level with palms facing down Bear weight on handles, bend elbows and bring the head towards the handles, maintaining body alignment and
Common Faults: Prevent lifting/dropping hips by engaging core and keeping chest lifted Pinch the shoulder blades down and back to prevent rounding of the shoulders
For more workouts, education or to purchase TRX products visit www.trxtraining.co.uk April 2019
TOP 5 TRX EXERCISES FOR INTERMEDIATE USERS TRX Front Squat Strap Length: Long Stand facing away from the anchor, place straps under the arms, bring handles to both sides of the chest and place bodyweight on the handles Walk back to a 45 degree angle, open feet slightly wider than hips and start on the balls of your feet Drop down into a squat and drive through the balls of your feet back up to standing To increase difficulty add a hop Common Faults: Stay on the balls of your feet to prevent falling back on the heels Keep core engaged and weight on handles to prevent over supporting with the arms
TRX Mountain Climber Strap Length: Mid Calf Kneel facing away from the anchor with both feet in the foot cradles and align hands under the shoulders Lift knees off the ground, raising hips slightly and bringing one knee into chest Extend leg back, bringing the other knee to the chest then alternate slowly with control Common Faults: To prevent ‘sawing’ on the TRX straps, maintain equal tension when extending the legs out Lift hips slightly to ensure the knees drive all the way to chest
TRX Single Arm Bicep Curl Strap Length: Mid Length With the straps in single-arm mode, stand side on to the anchor with one hand in the handles, palm facing up. Keeping the feet planted extend the working arm, lowering the body down to the start position Curl and pull the working hand towards the temples,
keeping the elbow high and aligned with the shoulders throughout the movement In a controlled motion, extend back to the start position, keeping the body aligned Common Faults: To prevent breaking at the hips, keep the body straight, tension throughout and chest lifted Be sure not to drop the elbow, keep it high and in line with the shoulder throughout
TRX Chest Press (Single Leg) Strap Length: Long Stand facing away from the anchor, extend arms out in front at shoulder level and keep weight on the balls of your feet In a balanced movement, lift one leg off the ground and extend backwards slightly From this position, lower the chest towards the ground and bend elbows to 90 degrees Press back up maintaining body alignment Common Faults: If the straps rub the arms, lift arms slightly or lengthen straps If hips drop, contract the glutes and pull the shoulder down and back to assist alignment
TRX Oblique Crunch Strap Length: Mid Calf Kneel facing away from the anchor with both feet in foot cradles and align the hands under the shoulders Lift knees up off the ground, raising the hips slightly Bring knees towards the side of the chest, alternating sides Maintain body alignment at fully extended and start positions Common Faults: Lift hips slightly to ensure knees drive fully into sides Maintain tension and body alignment to control the rhythm/swing of the movement
For more workouts, education or to purchase TRX products visit www.trxtraining.co.uk
TOP 5 TRX EXERCISES FOR ADVANCED TRAINING TRX Sprinters Start Strap Length: Long Stand facing away from the anchor, place straps under the arms, bring handles to both sides of the chest and keep the body weight on the handles Walk back to a 45 degree angle, centre the working leg to the anchor point and drop the opposite leg down into a lunge Drive the back leg forward and up toward the chest, coming up on the ball of the foot Common Faults: Engage core and place bodyweight on the handles to prevent weight being supported by the arms Keep weight in stationary leg to prevent distributing too much on the back leg
TRX Hamstring Curl Strap Length: Mid Calf Sit facing anchor, place heels in foot cradles and lie down with legs extended and feed directly below the anchor point Drive heels down and into foot cradles while lifting the hips up and pulling the heels in Return with control to start position Common Faults: Ensure to keep the knees in line with hips so that they don’t fall out of alignment Flex feet and drive heels down to prevent heels coming out of cradles
TRX Leg Extension Strap Length: Mid Calf Kneel facing away from the anchor and place one foot through both foot cradles and align hands under shoulders Lift knees off the ground, keeping free leg extended and working leg at a 90 degree angle to the hip
Extend and flex the working leg out, lifting the free leg up into a higher extension Return slowly in a controlled manner to start position Common Faults: Keep body straight and chest lifted to prevent hips dropping Maintain equal height of legs
TRX Swimmers Pull Strap Length: Mid Length Start in end position to measure appropriate stance and range of motion: stand facing anchor in offset stance, pulling TRX back, keeping arms by sides and palms facing away from the anchor point Slowly lower body down to start position, maintaining soft elbow angle throughout movement Pull through moving body up toward anchor and keeping core engaged Common Faults: Keep chest lifted and core engaged to prevent breaking at the hips Keep arms straight throughout movement and maintain tension on TRX to prevent slack
TRX Chest Press (Single Arm) Strap Length: Long With the TRX in single-hand mode, stand facing away from the anchor, extend working arm out in front at shoulder level and keep weight on the balls of your feet Lower chest towards the ground and bend elbows to 90 degrees Press back up, maintaining body alignment Common Faults: Place free hand up in a mirror effect to ensure alignment If unbalanced, keep feet wide or in an offset stance to improve stability
For more workouts, education or to purchase TRX products visit www.trxtraining.co.uk
PT Academy Workout Programmes PT Academy sets the bar high with these exercises
INSTRUCTIONALS - FREE WEIGHT - SHOULDERS - PT 1/4
MOVE UPPER BODY UNDER BAR THEN LOWER BAR IN STRAIGHT LINE BACK TO STARTING POSITION
INSTRUCTIONALS - FREE WEIGHT - SHOULDERS - PT 1/4
DELTOID TRICEP BRACHII
shoulders series - part 1/4
setting up instructions 1
set bar armpit height, grasp bar, hands slightly wider than shoulder-width
stand upright step one pace back. rotate elbows down directly under bar
take deep breath fill lungs & brace core preventing back from over arching
military press free weight exercise
shoulders series - part 1/4
EXECUTING THE MOVEMENT 1
DRIVE BAR VERTICALLY ABOVE HEAD & MOVE UPPER BODY UNDER BAR
LOWER BAR IN STRAIGHT LINE TO STARTING POSITION & REPEAT REQUIRED REPS
AFTER COMPLETING SET. RETURN BAR TO THE RACK
military press free weight exercise
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