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THE UK'S NO 1 DIGITAL MAGAZINE FOR GYM OWNERS & FITNESS PROFESSIONALS

ISSUE 17 // August 2017

FRANCHISING Everything you need to know

T H E B I G I N T E R V I E, W radley We talk to Nick B lobal CEO of Premier G

OWNEER OF TH MONTH

relia Ioanna Ka ut o tells us ab ce Performan Ground

THE CAPTURING PIRIT OLYMPIC S working on Paul Swainson Holmes ly with Dame Kel

WHAT IS YOUR NICHE?

Daniel Nyiri says ‘don’t try to be everything to everyone’

CREATING FITTER COMMUNITIES Successful community outreach strategies

INCLUSIVE FITNESS

DARING TO BE DIFFERENT Create your own bespoke group exercise concepts

Keith Smith investigates the benefits of delivering an inclusive exerciser experience

A RAVENOUS DESIRE TO LEARN How staff training and development impacts on overall retention

The only fitness industry magazine endorsed by British Weight Lifting

AUGUST 2017

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NE WS / / REV I EWS // T EC H NOLO G Y / / TR E N DS / / EQU I PM E N T / / I NSIG HT


INTEGRITY SERIES THE BEST... JUST GOT BETTER.

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


Welcome... …to the August 2017 issue of Gym Owner Monthly magazine. We’re delighted to announce that Gym Owner Monthly is now officially endorsed by British Weight Lifting (BWL). BWL Chief Executive Ashley Metcalfe said “We are really excited about our opportunity to endorse Gym Owner Monthly, it will enable us to spread news and updates within the sport to a wider audience and we’re looking forward to building an exciting and positive relationship with Gym Owner Monthly.” Look out for BWL news, developments and updates over the coming year. Your gym is no doubt particularly busy right now as your members strive to achieve peak physical fitness for their summer getaway. However, according to research by ticketgum.com, 88% of 18-30 year olds have not achieved their summer health and fitness goals this year and 73% of Brits have or will crash diet within 4 weeks of their summer holidays. As a gym owner or operator the knowledge and expertise which you and your team impart to your members is paramount. Members rely on their PT’s for accurate and reliable information - in short, they are trusting their health and the ongoing condition of their bodies to you and your team. That’s a huge responsibility. Ongoing staff training and development is an essential facet of your fitness business. See what retention guru Paul Bedford has to say about staff training and development on page 22 and how effective staff training will empower your staff and result in a more informed and comprehensive service offering to your members (page 74).

sue!

is e th joy en d n a s y a id ol h y Happ The GOM team

MARKETING DIRECTOR:

PUBLISHING DIRECTOR:

Nathan Page

Paul Wood

np@gymownermonthly.co.uk Tel: 07985 904 549

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

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

The only fitness industry magazine

Cover photography courtesy

endorsed by British Weight Lifting

of www.snhfoto.com

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

August 2017

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Contents TRENDS

07

18

12

75 32

38

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07

News The latest news and hot topics in the industry.

75

Appointments A round-up of industry movers and shakers.

44 32

Inclusive fitness Keith Smith investigates the benefits of delivering an inclusive exerciser experience and the factors that may need to be considered.

38

Franchising Franchising can be a fantastic opportunity as it allows you to tap into an established or premium brand and create a fully operational facility without a large capital outlay.

44

PT of the month It's not where you train - it's how you train!

47

Group Exercise Induction Emily Bunton gives new gym owners advice on setting up group exercise classes and how to get it right.

52

The Big Interview We talk to Nick Bradley, CEO of Premier Global.

67

Creating fitter communities Ellen Rowles looks at successful community outreach strategies.

SPOTLIGHT

12 18 22

4

Owner of the Month Ioanna Karelia, owner of Performance Ground, tells us about her London-based boutique performance gym. Daring to be different Rachel Glew outlines why you might like to create your own bespoke group exercise concepts rather than using an off-theshelf program. A ravenous desire to learn Paul Bedford on reading and how staff training and development impacts on overall retention - staff and members.

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22 47


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52 67

74

58 56 60

64

30 71

EXPERIENCE

74

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

GEAR

58

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

HEALTH

56

PT Viewpoint James and Jaclyn Dunne explain the differences between good fats and bad fats.

FITNESS

64

C for Chest Chris Zaremba takes us through his chest workout.

OPINION

30

Capturing the Olympic spirit Paul Swainson on working with Dame Kelly Holmes.

71

Delivering an outstanding member experience Kerstin Obenauer explores how eGym technology can help gym owners deliver a bespoke and rewarding experience to every member.

BUSINESS

60

What is your niche? Daniel Nyiri, Founder of 4U Fitness, says ‘don’t try to be everything to everyone’.

We're always seeking contributors, if you're interested in writing for us then please contact: np@gymownermonthly.co.uk AUGUST 2017

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Purchase 8 bikes or more and receive a one year subscription to Sufferfest worth £2000. Find out more at wattbike.com/peloton-zone

IN SPIR E, E M P O W ER, AC HIE V E G I V E YO U R M E M B ERS T H E U LT IM AT E CYC L IN G E X P ER IE N C E W I T H A W AT T BIK E P EL OTO N ZO N E A N D S U FFER FEST

@Wattbike

/Wattbike

Contact our team today to find out how you can revolutionise your indoor cycling with a Wattbike Peloton Zone and Sufferfest. Email sales@wattbike.com or call 0115 945 5450

/Wattbike

/Wattbike

Visit us on stand C70 at BP Fit Sept 12-13


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News

Upfront

What’s hot in the fitness industry

ukactive Business Benchmarking now powered by the DataHub Established in 2014, the ukactive Business Performance Benchmarking tool has been integrated with the DataHub to give the service increased independence and more credibility. The collaboration will offer automated input for all sites, greatly reducing the time operators need to spend uploading information and increasing accuracy. Previously, data coming into the Business Performance Benchmarking service was manually download from each operators’ Leisure Management System, sent in spreadsheets to ukactive and then manually uploaded to the service. This meant everyone’s input was slightly different, making it hard to compare. As part of the DataHub, anyone who signs a data use agreement can trigger automated data uploads, which are then standardised for accuracy. ‘When it comes to benchmarking, credibility, trust and independence are the key,’ explains Alex Burrows, director at 4 Global, which operates the DataHub. ‘If the numbers going in are accurate then the reporting coming out is accurate. ukactive’s members can therefore make operational decisions based on stats they know are reliable. ‘Until recently we’ve operated in an information-poor sector. Leisure providers are inundated with data but there’s been no industry-wide way of using it to measure your business against the marketplace or enhance your offering. The DataHub’s overarching aim has always been to put business intelligence at the heart of the leisure industry to get more people active. Our link up with ukactive’s Business Performance Benchmarking service brings this one step closer.’

Free for ukactive’s members, the Business Performance Benchmarking service provides operators with insight into how their facilities are performing against competitors across a number of key performance metrics – attrition rates, membership movement rates, joiner rates, membership yield and average length of membership – and against the industry average. All data is anonymised and so non-identifiable. ukactive members can also access a number of free DataHub modules, meaning they have access to considerably more data. The DataHub currently holds information from more than 220 operators, who collectively run over 1,200 sites. It can draw on data from participation intelligence sourced from more than 300 million visits nationwide. ‘Knowing how well your business is performing and identifying areas that need developing is crucial for every customer-focused operator in this sector,’ says ukactive’s CEO, Steven Ward. ‘Where once we were living in the dark, our sector is now on the verge of being blinded by the light, thanks to the sheer amount of information available and our growing competence to process it. Evidence-based initiatives such as the DataHub are giving us greater insight than we’ve ever had and the Business Performance Benchmarking tool can now help members make data-driven business decisions that bring immediate results. ' For more information visit www.ukactive.com/benchmarking AUGUST 2017

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BWL partners with Gym Owner Monthly

SOC IAL VALUE

HEALTH WELLBEING EDUCATION CRIME

CALCULATOR Total Social Value generated in the last 12 months from over 600 sites in the DataHub

£756 MILLION

ISON

AR DATAHUB SOCIAL VALUE COMP

BWL (British Weight Lifting) are delighted to announce that the online publication, Gym Owner Monthly, is now officially endorsed by BWL. BWL Chief Executive Ashley Metcalfe added: “We are really excited about our opportunity to endorse Gym Owner Monthly, it will enable us to spread news and updates within the sport to a wider audience and we’re looking forward to building an exciting and positive relationship with Gym Owner Monthly.” Gym Owner Monthly is an online magazine for gym owners and fitness professionals and the only fitness industry magazine endorsed by British Weight Lifting. They provide their readers with a comprehensive mix of industry news, expert comment, relevant features, case studies, new product launches, new technology and behind-the-headline analysis. BWL are proud to endorse Gym Owner Monthly and you can find BWL updates, news, press releases and more in their monthly publication.

Engage your members with new intensity tracking platform - Uptivo Year over year

Quarter over quarter

-2.53%

+5.80%

Month over month

-4.71%

PANT

AVERAGE VALUE PER PARTICI

Uptivo is a new and innovative intensity tracking platform that boosts members’ motivation while allowing your trainers to be more effective.

Monthly

Quarterly

Yearly

£117

£206

£424

QUENCY

IMPACT OF PARTICIPATION FRE

Core members

19.9%

Moderate members

15.9%

Infrequent members

18.6%

Non members

45.5%

erated by member type

% breakdown of social value gen

DataHubClub.com

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AUGUST 2017

#DataHotSpots

It enables quick, visual comparisons of your member’s efforts, regardless of their age and physical condition. All you need to get started is an Uptivo Bridge, an HDMI display and a heart rate belt. One major benefit of the system is that it’s compatible with all the major brands of heart rate belt, removing the need to buy a new belt to use it. Members can track personal effort live on their smartphone – available via the free Uptivo app – and also share their workout results across all the major social media platforms. Uptivo can also be branded individually for your club, with your logo being shown across the whole platform from the live screens to social media posts. Uptivo is being distributed in the UK by Indigo Fitness. For more information, email info@indigofitness.com or visit www.uptivo.co.uk.

Premier Global NASM fast-track successful learners into CIMSPA membership The Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) is celebrating a unique new partnership with Premier Global NASM, a leading provider of personal trainer and continuous learning courses, as they join the institute as skills development partners.


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Premier is the first CIMSPA partner to automatically enter every successful participant of recognised qualifications into membership of the sector’s chartered professional body. Their level 2 fitness instructing and level 3 personal training certificates are now CIMSPA-endorsed and join over 290 other qualifications recognised by the chartered institute. All learners who successfully complete these qualifications with Premier will gain a 12 month CIMSPA affiliate (exercise and fitness) or practitioner (exercise and fitness) membership included within their qualification. Nick Bradley, CEO of Premier Global NASM (part of the Ascend Learning Group), commented: “Our combined brands of Premier Global and NASM have been at the forefront of world-class fitness education and training for over 50 years – our mission being to equip fitness professionals across the UK with the inspiration and information to transform lives. We can only achieve this purpose by creating courses and qualifications that adhere to the highest professional standards, demanded by the industry; and that deliver robust foundations and learning pathways to help build successful careers. CIMSPA is leading the charge in terms of defining what our industry needs and putting in place the right structure to enable action. We are absolutely delighted to announce our partnership and shared vision – together we can make a real difference; creating personal, social and economic value.”

ensure the very best flooring performance and safety. Charles Burch, Managing Director at EXF Fitness, said “We have worked hard over the past five years to find the very best responsibly sourced rubber in Europe. We have put decades of experience into this range to ensure we provide a solution for every fitness facility from general fitness to functional training and hardcore weights areas.” The EXF Performance Flooring ranges Freedom, Function and Strength consists of rubber rolls and tiles. The ranges come in a variety of thicknesses and a spectrum of standard and bespoke colours. Inlayed designs and branding can also be accommodated to allow you to make the flooring truly unique. Alongside the roll and tile products the range also includes EXF Agility, a hard wearing artificial turf ideal for track and sled training. EXF Control underlay products ensures the perfect foundation delivering the ultimate flooring solutions for any fitness facility. For more information visit www.exf-fitness.com/exf-flooring.

Clubbercise launches “Kids Combo” training package

Speaking about the new partnership Tara Dillon, CIMSPA CEO said: “I’d like to thank Premier Global NASM for helping CIMSPA create a strong link between learning and career development for students on these qualifications. “By building CIMSPA membership into the qualification itself, Premier are helping their students get a real head start – immediately recognised by their sector’s professional body and listed on the CIMSPA Directory – the only register they need to be on. CIMSPA will then take the lead on ensuring they can access quality-assured CPD and an effective career pathway – all built in partnership with the sector’s key employers. “With our network of awarding organisation, skills development and employer partners we’re building end-to-end quality into the sport and physical activity sector’s workforce development processes for the first time – from qualifications through training to CPD and career development.” For more information visit www. premierglobal.co.uk.

New fitness flooring from EXF ticks all the boxes

UK born dance fitness phenomenon Clubbercise®, which combines fitness with club anthems, is introducing a new combined training package for instructors who wish to teach any of the new Clubbercise sub-brands:- Family Clubbercise, U13 Clubbercise and/or U18 Clubbercise. Existing Clubbercise instructors can benefit from a one day training course where they obtain the necessary certifications to teach Family, U13 and U18 Clubbercise classes. Once qualified they will also have the extra benefit of being able to allow young people age 13+ into their regular Clubbercise classes (if accompanied by an adult). All three classes provide participants with a ‘workout in disguise’ and feature the brand’s signature LED glow sticks, disco lights and infectious soundtrack. Whilst they follow the same overall format as the original Clubbercise concept, they have been adapted to engage their specific target class attendees:

Finding the balance between meeting European standards, conforming to fire regulations and providing the best performance flooring is difficult to do. However, the all new EXF Performance Flooring range finally ticks all the boxes. The range is EN certified, fire certificated and REACH compliant meeting all your regulatory needs. It is made using the best components, all recycled content comes from sources which are inspected and certified to ensure quality and consistency. With formulas created by respected industry experts the rubber floorings have been tested to

Family Clubbercise - Exclusively for parents/carers, family friends and their children age 7+ (no adults are allowed without children). The class combines Clubbercise signature routines with plenty of interactive fun and games to engage the whole family. The music is a mix of party anthems from the 90’s to the latest hits. U13 Clubbercise - Exclusively for 7-12 year olds these classes combine dance fitness routines, games, interaction and creative activities to encourage teamwork and build confidence. All of this is set to the kids’ favourite dance and pop hits. U18 Clubbercise - Exclusively for 11-17 year olds with a teenfriendly soundtrack of current dance, pop and urban hits. The AUGUST 2017

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classes are fun and interactive, combining street dance and aerobics moves to provide an effective workout that feels more like a party. Says Clubbercise Founder Claire Burlison Green of the new Kids Combo training package: “We’ve been overwhelmed by the interest in kids, teens and family Clubbercise classes and the passion demonstrated by instructors who are keen to teach them. It was always our aim to make Clubbercise as inclusive and accessible as possible and thanks to Family, U13 and U18 Clubbercise our instructors and venues can reach an even wider audience”. In order to qualify for a place on a Clubbercise Kids Combo training course, fitness instructors must first be Clubbercise certified and licensed. For more information on both the Kids Combo and original Clubbercise instructor courses, prices, dates and availability go to www.clubbercise.com/trainingcourses

with a company like Places for People on a project like this is an exciting time for us. Everyone at the Rotherham Leisure Complex has really embraced cycling and the zone concept. They have identified there is a strong cycling community in the city and addressed that, but they have also seen the health and fitness appeal for the beginners.” Mark Rawding, Places for People Leisure Contract Manager, said, “Rotherham has a very strong cycling fraternity so giving cyclist’s somewhere to train on a high-tech bike was an easy decision. Having this zone also fits in well with our pool and gym to give all our customers a better all-round fitness experience at every level.”

Life Fitness launches new Integrity Series cardio line

Independents Insurance announced as finalist Hot on the heels of winning Specialist Insurance Broker of the Year at the annual Commercial Insurance Awards in March 2017, Independents has made the finalist shortlist at the prestigious UK Broker Awards, in the Scheme Broker of The Year Category. Judges arrived at their shortlist based on the entrants’ commitment to meeting specific customer needs and delivering a high quality of service. A proven track record of success in terms of innovative and profitable expansion were also high on the list of requirements. Speaking about achieving finalist status, Frank Adebowale, Director at Independents, says: “We provide an insurance solution to more than 750 gym, health clubs and 90 trampoline parks in the UK and it’s fantastic to have our commitment to quality and innovation recognised in this way.” The winners will be announced at a prestigious, black tie awards dinner, in London, on September 15, 2017.

Former British National Cycling Champion opens new cycling zone

Life Fitness, the global leader in commercial fitness equipment, has announced its new Integrity Series cardio line, including a Treadmill, Elliptical Cross-Trainer, and Upright and Recumbent Lifecycle Exercise Bikes. The new Integrity Series is designed and revamped for facilities that require robust cardio equipment that is simple and intuitive for exercisers. It is rooted in Life Fitness’ existing and proven Integrity line, the most reliable cardio equipment in the fitness industry, which combines extreme durability with ease of serviceability. To accommodate the growing fitness industry and the customisation needs of facilities, the line allows facilities to choose their preferred product configuration when prioritising price and features. “The new Integrity Series cardio line was redesigned based on the knowledge that Life Fitness has gained during nearly 50 years of listening to customers and manufacturing the best fitness equipment in the industry,” said Mike Kavanagh, cardio and group training category director for Life Fitness. “The line is field-tested and has proven itself time and time again as the cardio line that our customers can trust.”

A new Wattbike cycling zone at the Rotherham Leisure Complex was opened by former British Champion, Dean Downing on Sunday 16 July. Rotherham Leisure Complex welcomed members and nonmembers to come and try their new installation of 8 Wattbikes, the world's most advanced indoor trainer. Rotherham’s own Downing ran a cycling Master Class to celebrate the opening of the fully immersive cycling zone with everyone in attendance given the chance to enter in to a free prize draw for a chance to win a road bike, and a year’s membership to the Rotherham Leisure Complex worth £1000. Steve Marshall, Wattbike’s Head of UK Sales, said, “To be working 10

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The Integrity Series is available in three product models with two console options for each machine along with the choice of a variety of product features to best fit the needs of a facility’s exercisers. The standard Integrity Series C Console provides easy get-on-and-go functionality for users, with a large LED display and simple, intuitive navigation. The featured Integrity Series X Console includes a 7-inch LCD touchscreen, smartphone-inspired navigation and Bluetooth® connection. Both consoles offer wireless connectivity to allow customers to take advantage of LFconnect digital solutions. Base features – with optional upgrades – increase comfort, accessibility and ease-of-use for the exerciser. The Integrity Series can be connected to a facility’s free LFconnect account which, among tracking and asset management capabilities, allows monitoring of equipment through LFconnect Protect, a unique service that seamlessly connects the equipment to the skilled digital service professionals at Life Fitness, allowing for


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proactive alerts and guidance for preventive maintenance. If a machine requires maintenance, service is simplified due to minimal hardware and easy-to-remove shrouds. For more information about the Life Fitness Integrity series, visit www.lifefitness.co.uk/integrityseries.

Everyone Active awarded contract with Barking and Dagenham Council

and bringing in two million visitors a year to their leisure centres and athletics stadium. Everyone Active will be managing the Abbey and Beacontree Heath Leisure Centres and the Jim Peters Stadium from 4th September 2017. As part of the contract, all existing staff at the centres will be kept on by Everyone Active. Anne Bristow, Deputy Chief Executive & Strategic Director for Service Development and Integration at Barking and Dagenham Council, said: “We have one of the worst records of obesity and life expectancy levels in Britain and while getting more people into our leisure centres is not the sole solution, it’s one of the ways to a healthier, fitter borough.” “It’s one of the reasons why we’re welcoming Everyone Active to Barking and Dagenham. Everyone Active will not only maintain our reputation for having some of the best leisure centres in the country but will also massively increase opportunities for residents to get fit, stay healthy and have fun!” “It is a really exciting time for sports and leisure, and we are delighted to have been chosen by the council to use our extensive skills and experience to get more people active,” says

Everyone Active, the trading name for Sports & Leisure Management (SLM), has been awarded a new contract with Barking and Dagenham Council to manage its leisure centres across the borough for the next 10 years. The announcement comes as Barking and Dagenham Council aims to get more residents into shape and tackle the borough’s poor health rates. As part of this drive the Council has tasked Everyone Active with increasing activity levels within the centres by 35%,

David Bibby, Managing Director of Everyone Active. “We are very much looking forward to working with them to improve the health and wellbeing of the borough by offering an extensive range of sports and activity opportunities. By investing in the fantastic facilities and delivering exceptional services, we will support the council’s healthy weight agenda and help them achieve their goals.” Everyone Active is the UK’s longest established leisure contractor and currently manages 150 facilities across the country, in partnership with 45 different local authorities. For more information visit www.everyoneactive.com.

The private low-cost market The 2017 State of the UK Fitness Industry Report reveals that the UK health and fitness industry is continuing to grow. This growth is being primarily driven from the private sector, which has more clubs, more members and a greater market value than ever before. The low cost market has continued to be the main driving force behind the private sector growth. There are now over 500 low cost clubs which account for 15% of the market value and 35% of membership in the private sector. The UK’s leading low cost operator is Pure Gym with over 180 gyms. For more information visit www.leisuredb.com

180 + Pure Gym clubs

500+

35%

of membership in private sector

low cost clubs

Private Low Cost Market

Source: LeisureDB 2017 State of the UK Fitness Industry Report

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spotlight

Owner of the Month

Find your nic deliver a grea Ioanna Karelia, owner of Performance Ground, tells us about her London-based boutique performance gym. Gym owner: Ioanna Karelia Gym name: Performance Ground Location: 23 Kingsway, London WC2B 6UJ Web: www.trainwithpg.com How did you become a gym owner? I competed nationally in volleyball in Greece and the UK for 15 years. Following a chronic knee injury, I was forced to quit the sport that I loved. I was feeling lost without volleyball and felt I was training in the gym without a purpose. I developed an interest in strength and conditioning stemming from my background as a recreational athlete without access to a strength and conditioning coach or performance facility and my devastating knee injury. I was wondering what could have happened to my volleyball career had I been training with a strength and conditioning coach? Would I have been able to improve my performance and be the best in my sport? Would I have been able to prolong my volleyball career? Would I have prevented injuries that cost me playing time and the sport that I loved the most from happening and shortened my recovery times? All these questions led me to envision building London’s first boutique performance gym. I believe in creating a community of like-minded people through science driven performance coaching. Traditionally, this method of training has been accessible to elite athletes only. I wanted to make it accessible to athletes of all levels and individuals of all backgrounds. Performance Ground was born on a mission to empower athletes of all levels to unlock their body’s best performance!

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Owner of the Month

spotlight

che and at service How long has your gym been operating for?

differentiates us from both commercial gyms as well as private personal training studios.

Half a year.

It is no coincidence that a number of our members were training with personal trainers before joining us and decided to continue their performance journey with us at Performance Ground or that we are being contacted almost on a weekly basis by personal trainers and coaches asking us if they can shadow our team of coaches in order to learn from their expertise.

Aside from the gym, what other facilities do you offer your members?  Coffee bar where our members can enjoy their coffee and have a healthy snack before or after their training or simply hang out with their fellow athletes or training partners  Physiotherapy, massage and osteopathy  Corporate wellness programmes  Educational workshops and seminars  Online services such as online coaching, ebooks, members forum

How many staff do you employ? 5 full time employees.

How important are PT’s to your business? We actually don’t hire PTs. PTs get qualified in just 6 weeks and in most cases, although there are exceptions, do not possess the depth of strength and conditioning knowledge we require our employees to have in order to deliver the best service possible to our members. We hire strength and conditioning coaches instead who are educated to a university degree level and are accredited by UKSCA or working towards obtaining their accreditation. Our coaches are the heart and soul of our performance gym and play a key role in the consistent progress that our members achieve. We therefore, ensure that our coaching team consists of the best, elite level strength and conditioning coaches in the country and this is one of the factors that

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spotlight

Owner of the Month effective way to train. Here at Performance Ground, the first thing you will notice when you step foot on the gym floor, is the number of free weights and space to lift. With only one treadmill, one wattbike and one rowing machine for cardio and a leg press, being the only fixed plane machine, most of the gym is used to train with free weights and train large movements to recruit as many muscles as possible with each lift. All equipment is state of the art and competition grade, to ensure that no matter what level of training you are at you are using the equipment used at the very elite end of the spectrum.

How do you motivate/incentivise your staff members? We don’t focus solely on monetary benefits. We have a 360 approach to staff compensation. We have hired the best coaches but it is essential they continue to develop themselves further through continuing education so we have structured their compensation in such a way to allow them to gradually unlock a CPD bonus by meeting KPIs that drive the business forward. In addition, we have focused on working together with well known coaches and elite athletes in organising educational workshops that our coaches can attend as well. Last but not least, we run a weekly staff meeting where all staff members can discuss our performance and make proposals for improvement as well as monthly one-to-one meetings with their manager to discuss in a more private environment their individual performance and any issues they might be experiencing.

What makes your gym unique? 1. Competition grade equipment vs cheap equipment So often you walk into a commercial gym and there are banks of treadmills, bikes, rowers and fixed plane machines for isolating almost every muscle in the body. However, when you look over at the free weights section, there is likely to be one, maybe two squat racks, and you are lucky if there is a platform. There are signs everywhere indicating that you should not drop any weights on the floor. If you are a bodybuilder, fixed plane machines serve their purpose however, if you are just a general gym goer, free weight exercises are a far more

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Another scenario, you often find in commercial gyms is the amount of time you spend in the gym due to having to wait for equipment to free up. There is nothing more frustrating than waiting to use a squat rack to lift big, when the person using it is doing bicep curls in the rack. You never have to worry about that here at Performance Ground as there is a limit to the number of people that can book onto a session to ensure that you never have to wait for any piece of equipment needed. All sessions are planned by the coaches to ensure every minute of the session is utilised. 2. Time efficiency vs time wasting This leads me onto my next point. With London life being so hectic most people have to be very efficient with their time in order to be able to train. So often people go to the gym and spend hours and hours in there doing many exercises for each muscle group, amongst waiting for equipment. Here at Performance Ground, sessions last 1 hour, sessions are structured to ensure that every exercise is specific to a goal and no time is wasted at all. We feel that a one hour well-structured session is more than enough to make good progress.


Owner of the Month 3. Expertise: Coaches educated to university degree level vs 6 week education Weight training or any training is a skill, and like any other skill they need to be developed. In order to develop training skills, a systematic, evidenced based approach needs to be followed in order to ensure each movement is done effectively and efficiently. So often people in commercial gyms are left to their own devices to figure out how they are going to reach their goals, with no emphasis on structure or technique being followed. Here at Performance Ground, every session is accompanied by at least one strength and conditioning coach. Each coach places a large amount of accountability on themselves to ensure that every single athlete or individual that walks through the doors is provided with a structured progressive programme that guides them safely to their goals. These goals are constantly monitored and progressed with the input of the individual at hand. All members are consistently assessed to ensure that progress is being made, as well as ensuring all practices in the gym are based upon scientific evidence. This is something that is not available at commercial gyms. 4. Variation and progress vs monotony and plateaus Monotony is a common theme amongst many commercial gym goers. Many people do the exact same thing every week, same reps, same exercises and most likely the same load. Whilst you need consistency to get better at a lift. It is important that there is variation in your training to make progress. Here at Performance Ground, we make sure that all the principles of training are met to ensure nobody ever stagnates and loses interest in training. It is important to tailor reps and load, ensure overload, progress and allow for recovery to attain maximal adaptation to the training stimulus.

spotlight

5. Longer term performance objectives vs short term aesthetics objectives Many commercial gyms advertise themselves with slogans like ‘get your summer body now’ or ‘get a 6 pack in 30 days’. We feel here at Performance Ground that aesthetic improvement is a by-product of weight training and that people should be aiming to train to more specific, measurable goals. Before the initiation of a programme all clients are assessed and sat down and to discuss goals and ensure a tangible objective is created. The assessment allows for a measurable progress and constant monitoring with a starting point. We aim for performance of lifestyle goals at Performance Ground, as these significant specific goals will create more motivation to train and therefore, bring about benefits such as aesthetics. Whether the goal is to be able to walk up the stairs pain free, or take 15 minutes off your half marathon time, the coaches at Performance Ground have the expertise to get you to these goals. You can watch a video on this here.

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spotlight blog article and video in their inbox, engage with us in our private, members only Facebook Group, go through a 3 month onboarding process when they first join us to set their basis for success and very soon we will run our first members/coaches event for members to get to know each other better outside training. We are more like a family!

How do you retain your members? There are a number of factors playing a role in member retention but the main one is doing a great job ranging from customer service at the reception desk, coaching, celebrating client success stories to listening to client proposals for improvements. To this date, we have received no client complaint and we are very proud of this!

How are you promoting your brand and marketing your gym?

What advice would you give to other gym owners just starting out? Find your niche. Deliver a great service. As Jonathan Goodman says “Let everyone know about it”. Never stop learning!

What are the biggest challenges facing your business today? As we are London’s first boutique performance gym, people are not aware of what strength and conditioning is or they are not even aware of its existence! As a result, educating them has been a top priority via our blog articles, Youtube channel, weekly Facebook Lives as well as showing them how our members train and sharing their performance stories with them.

What significant changes have you seen within the industry over the past 3 years? We have seen a shift into budget gyms as well as group training in private studios. People are fed up with outdated, commercial gyms so they would either pay an extremely low price for something they know is not of satisfactory quality or join a group training studio to at least have some fun and meet new people. Neither will bring them consistent progress and results though as they need access to a well equipped gym with knowledgeable coaches and an individualised approach to training to ensure they will achieve their goals week after week. This is where we come in offering completely bespoke programming, in a group training setting with the best coaches in the country and access to competition grade equipment on a mission to empower athletes of all levels to unlock their body’s best performance.

How do you engage with your members? Apart from constant interaction with our coaches and client relations team, our members receive our weekly educational 16

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Digital marketing is our number one lead generator. We do use offline marketing methods as well however, digital marketing allows us to place our content in front of users that share the same characteristics as our top clients. As a result, we dedicate most of our marketing capacity on digital marketing efforts.

What is your biggest success story? Our biggest success story has been that of Melanie, who competes in BJJ and was recently our Client of The Month. Mel has been working with us for around three months now. She came to us with a broad training background and a lot of experience in the weight room, but her training lacked the direction it needed. Around four weeks into training for her tournament, Mel picked up a hamstring injury whilst sparring. Together we developed a rehabilitation programme to get her back on the mats and took this opportunity to strengthen any weak links in her skill set. Mel has now gone from a hamstring tear to receiving a bronze medal fighting in the category above her weight class within two months. At the minute, the focus of Mel’s training is to increase her strength as much as possible to make her more competitive in this higher weight category alongside putting the length and strength back into her hamstring.

Finally, if there was one thing you could change in the industry, what would it be? Training with a generic programme and an individual that qualified in 6 weeks needs to change. There shouldn’t be a one size fits all approach in training. Each individual has their own needs and goals and needs to train with a bespoke programme and an expert in the field of strength and conditioning that has spent years studying this science. For example, a volleyball player with a knee injury cannot do the same training as a rugby player with a shoulder injury or a non-athlete that is desk bound all day. Yet, until we established Performance Ground, these 3 individuals could either train in a commercial gym by themselves not knowing what they are supposed to do, with a personal trainer who might not have the level of knowledge required or in a group setting following the training programme that everyone else in the group is following and has arbitrarily been designed without considering their needs. This needs to stop.


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SIBEC 17 Europe

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Daring to be different Rachel Glew outlines why you might like to create your own bespoke group exercise concepts rather than using an off-the-shelf program. As Vogue Editor in Chief Anna Wintour famously once said “Create your own style… let it be unique for yourself and yet identifiable for others”. From the fashion world to group fitness, during the design process creativity can encourage a broader range of ideas and promote greater diversity. In order to meet multiple wants and needs, those who dare to be different need to be able to successfully manage the interplay between creativity and familiarity. Today’s gym owners have access to a huge range of off-the-shelf group fitness programs, from Les Mills to

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Zumba, Boxercise to Bokwa. Advantages of standardised package include; prior member knowledge of class concepts, consistent exercise content and proven marketing support. However, for gym owners looking to differentiate their offering from their competitors and provide fitness instructors with greater creative freedom, off-the-shelf packages can have limitations. The alternative to purchasing an off-the shelf programs is for gym owners to utilise their own fitness team’s experience and skills to create unique class concepts. When pursuing in-house creation brand values need to be clearly communicated to the fitness team and a defined method for quality assurance established.


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Keeping it safe When pursuing in-house creation it’s important that the fitness team develop confidence and competency in safe and effective exercise selection. Before providing creative freedom gym owners need to be confident that their fitness team can recognise the distinction between innovation and novelty in group fitness design. If random and potentially unsafe exercise content choices start to appear in a group exercise experience, members risk feeling alienated rather than engaged. Having a defined system in place for exercise selection can improve the efficiency of risk assessment and provide a framework for consistency.

The Simply Gym difference Bay Leisure Ltd have worked in consultation with the Life Fitness Academy (LFA) since 2016 to support their fitness teams with in-house creation of their Synrgy 360 group fitness classes. The not for profit company owns and operates Simply Gyms in Llansamlet, Gorseinon and Cwmbran and manages the LC in Swansea. Chief Executive Richard Proctor believes that investment in ongoing education is a key ingredient to their continued success:

“We have identified that we want to run world class small group training – which we base around Life Fitness Synrgy360 rigs and we want to have a world class team delivering to our customers. To make a difference to our customers, we have to be constantly developing both our team and our small group training offering. We also have to ensure we have consistent standards across all sites and with all instructors including PTs. The ongoing education is therefore vital to help achieve this. It is a big investment, which we feel is vital if we really want Simply Gym to be different from the competition”. Life Fitness Academy’s successful partnership with Bay Leisure derives from the LFA’s comprehensive understanding of ‘The Simply Gym Difference’ values and target membership. Each educational workshop is written to progressively add value and develop skills. Measurable outcomes for success to check both the fitness teams knowledge and their capability to apply new skills have been built into delivery. The type of Synrgy group fitness experiences the Simply Gym team learn how to design, and the coaching skills they develop all allow for what Proctor terms creative “freedom within a framework”: AUGUST 2017

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“Members know what Synrgy class they are attending even though the content will vary. It is not formulaic and can adapt to small or large numbers of participants. From a facility point of view it uses space efficiently but also creates a bit of theatre within the gym environment. An additional benefit is that there is no “front of the class” or back of the class and no bank of mirrors which is also a benefit. The Synrgy workshops allows the team to develop their knowledge and ability whilst ensuring we offer consistency for our members”

The why behind the how The Simply Gym fitness team now recognise that the exercises they build into their classes should have a why, linked to specific member’s wants and needs. Lee Johnson, General Manager at Simply Gym Gorseinon sees clear benefits to the continued investment in education: “The Life Fitness Academy training brings about a thorough and dynamic insight to how much you really can get out of Life Fitness equipment. The delivery of the training is motivating and inspiring. As a result, I now coach classes more thoroughly, with more direction and understanding and in turn our members are certainly benefiting”

Making it social Increased knowledge of specific exercises helps to add variety but the context in which content is delivered impacts more on how members feel. In a 2011 Athletic Business article US club owner Sandy Coffman stated “People join a club to be with others like themselves, with similar interests, skill levels, schedules, personalities, ages and genders. No one joins a club to be alone. It doesn't make sense”. Coffman’s assertion that we are drawn towards fitness experiences which reflect our passions and towards those where we perceive other to be taking part who are like ourselves remains true today. Group fitness programs which leverage our human tribe mentality have the power to build a member community both within and outside the club. By focusing on the softer skills of coaching (trust, engagement and empathy) the team at Simply Gym have increased awareness of their responsibility to create a group fitness environment that fosters socialisation. The fitness team understand that whilst content matters, it is vital that they keep developing their delivery skills too. Adaptable and empathetic coaching can have a greater impact on member engagement than an instructor’s personal ability to showcase ten new Synrgy exercises in a class.

Systemised fun Bay Leisure Ltd use education as a platform to unite the fitness teams from their four sites together under a shared goal of developing a ‘world-class’ group fitness program. Albert Einstein stated that “creativity is intelligence having fun”. By ensuring that the design of group fitness experiences adhere to “freedom within a framework” Simply Gym now have an intelligent system for class creation which guarantees fun for members and instructors alike. Backed by a decade’s practical experience Rachel Glew is a REPs Level 4 Personal Trainer with additional qualifications as a Tutor, Level 1 British Olympic Weightlifting Coach, Level 2 Training for Warriors Coach and Leader in Running Fitness. Alongside her role as a Life Fitness Academy Master Trainer Rachel runs Strength In Motion Fitness®. For more expert advice from Rachel Glew, visit: www. strengthinmotionfitness.com 20

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A ravenous desire to learn Paul Bedford on reading and how staff training and development impacts on overall retention staff and members. As a young man I struggled with traditional education, leaving school with few qualifications. This created many challenges and not many job opportunities. However, while I may not have been educated, I wasn’t unintelligent and tutoring in my late teens and early twenty's got me up to a competent reading level. When I entered the fitness industry in my late twenties I hadn’t read a book for seven years. But studying for my fitness qualifications created a desire to read and a chance reading of a personal development book introduced me to the concept that if you read up on a topic for just an hour a day for a year, you would become an expert in that topic. Three years would elevate you to a national expert and five years an international expert. And so my routine of reading for one hour a day began. It’s still a very important part of my life, even though it’s now a mix of reading, listen to podcasts and watching videos. So you can imagine my delight when, one after another, the speakers at this year’s Retention Convention talked about what they had been reading. Whilst each presenter talked about their experience, approaches they have used and gave case study examples, what stood out was that they all referenced sources of information that helped shape their practice and their thinking. Not just content from within the industry but outside, business books, educational books, academic journals and white papers from trusted sources. And I don’t think any of the speakers think they have learnt it all. They demonstrated a ravenous thirst for knowledge that won’t ever be quenched. And not just one book on the subject, as many as possible until they found themselves reading the same thing over and over again. 22

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that have a sales plan and a marketing plan, but no member experience plan. No structured approach to improving the customer experience. And yet operators get frustrated with front line staff when they say to the gym team “go and walk the gym floor” and that’s exactly what they do - walk the gym floor and nothing more. I can’t imagine for one minute McDonalds just saying to staff “go and make a hamburger”. Every aspect of the process is written down, with a structure to follow and a very specific outcome to achieve.

Becoming an expert Managing upwards The focus of the 2017 Retention Convention was both staff and member retention and it was made clear, starting with Dave Stalker and repeated by each speaker, that operators must invest in the development of their staff. When money is tight it’s even more important that businesses invest in the right training for their staff and the right personal development programmes for all staff, whatever their level. After Steve Jee delivered his brilliant management and leadership session using the film Gladiator to teach the principles, it became clear to many of the delegates that there is a complete lack of training and investment in junior managers and leaders. Jee stressed the importance of training these junior managers to at least one level above their current position, sometimes two, enabling them to respond in a more professional manner when the time arrived. Over 50% of this year’s Retention Convention delegates were from businesses that deliver their services in traditional public sector markets. These organisations are experienced at delivering onsite training in the form of National Pool Lifeguard Qualification (NPLQ) and Health and Safety certifications - two-three hours of mandatory training each month that you hope you’ll never have to use.

CPD’s, Certified Professional Development or Certified Personal Development depending on why you’re attending the training, are abundant, but we also need to evaluate whether the staff we’re sending on these programmes are doing it for themselves or doing it for the business and does it eventually relate to our membership types. We need to identify what proportion of members will benefit from the staff training. It’s a waste of time and money sending staff on training with no idea how it will integrate into the member experience, just an assumption that it will.  Has the business thought about how training staff will enhance the organisation?  Where does the training fit into the staff member’s personal and professional development?  Who within the business is going to support the staff member when they return to work to ensure the learning is incorporated into the business practice?  Does it even align with the customer experience we are planning to deliver? But don’t forget, not all learning takes place on a training course or experientially at work. And rather than waiting for someone to train us, we can take responsibility for teaching ourselves by reading books, blogs, white papers and journals like all of the great leaders at the 2017 Retention Convention.

Yet when asked about retention training, customer service training and delivering the member experience, the training time falls to one day every couple of years. Why, as a sector, do we fail to invest in the very people delivering our service? Yes training is expensive, but so is recruitment, not just in money but time as well. And as someone once said - I think it was Walt Disney ”don’t worry about training your staff and them leaving. You should worry about not training your staff and them staying”. Your customers are having a customer experience now, whether you’ve designed it or not! So it always surprises me when I come across businesses Dr. Paul Bedford is the fitness industry’s leading authority on the management of retention, attrition and the customer experience, and author of the world’s largest retention study. Find out more at www. retentionguru.co.uk or by following @guru_paul on Twitter. Turn to page 26 for further comment

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MieFitQuest

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@MieFitQuest


i nT eU sRsE A D V E R T I S I N Gb uF s EA

UNLOCKING THE POWER OF MEMBER ENGAGEMENT DEVELOPED BY MEDICAL RESEARCH COMPANY MIE MEDICAL RESEARCH LTD, FITQUEST IS A STATE OF THE ART CONCEPT IN FITNESS MEASUREMENT BRINGING FULL BIO-MECHANICAL LAB TECHNOLOGY TO THE GYM, PROVIDING DATA-DRIVEN DIGITAL SOLUTIONS FOR GYM OPERATORS, PERSONAL TRAINERS AND GYM GOERS IN A RAPIDLY CHANGING FITNESS WORLD. MIE SPECIALISES IN HUMAN PERFORMANCE MONITORING INSTRUMENTS FOR USE IN BIOENGINEERING, ERGONOMICS, SPORTS SCIENCES, MEDICINE, PHYSIOTHERAPY AND WORK DIAGNOSTICS. FITQUEST IS THE ONLY DEVICE THAT PROVIDES SUCH ACCURATE MEASUREMENT OF FITNESS LEVELS, ONLY OTHERWISE AVAILABLE IN A BIO-MECHANICAL LAB. In just four minutes the FitQuest machine offers a fun way to find out how fit you are and help you on your fitness journey by assessing performance across five tasks:  Balance  Press ups  Vertical Jump  Steps  Recovery rate The clever software measures balance, strength, power, cardiovascular speed and heart rate recovery to help users understand their strengths and weaknesses so they can improve their fitness levels. Following the test, users are given an overall fitness assessment known as a Fitness Quotient score, or FQ.

WHY FITQUEST?  The FitQuest machine provides an easy and effective solution to member engagement by signposting members to specific pieces of equipment which can help them improve their scores.  FitQuest supports personal trainers by allowing them to demonstrate measurable results; clients can track their own improvement as a direct result of their PT sessions.  FitQuest provides the perfect pre-sales tool by giving prospective members the impetus to sign up for a membership and improve their scores.  FitQuest also acts as a sales conversion tool, because prospective members on a tour or a trial who take the FitQuest test are twice as likely to convert to membership as those who do not receive any form of engagement during their visit.

BRIAN FIRTH, CEO, FITQUEST “The landscape is such that members want to understand better how to train smart by choosing exercises that are best suited to meeting their goals,” says Bran Firth, FitQuest CEO. “FitQuest answers this brief by allowing operators to get a better understanding of their members’ needs and ensuring members can track their progress throughout that journey.” AUGUST 2017

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Brian Firth, MIE Research and Managing Director of FitQuest “Operators will see member retention if they provide a service that not only meets but exceeds their expectations. As a general rule, this applies to regular gym goers who will only leave their gym when the service drops below their expectations or they themselves move away. The novice gym goer joins because they are looking for something, whether that is to lose weight or to get fitter. However, they must know whether they are making progress or else how do they know if the service they are paying for is working effectively? Imagine going to the hairdresser and leaving the salon not knowing if they had actually done anything. This is why measurement and improvement tracking are key to demonstrating progress. As consumers, our service expectations grow over time and we begin to expect more for the same spend. Today’s gym goer already expects the gym to offer more

than just a room full of equipment. Now they are starting to expect tracking and additional help to meet their goals, such as personalised programming. This represents an opportunity for the operator. Knowing key data about your members increases your ability to deliver a programme that has been perfectly tailored to the individual. Personalisation will be the next battle front; operators that can personalise the most efficiently will win, and data-driven programming will be fundamental to this. In the future, we will see operators able to measure a member and create a personal programme almost entirely automatically. This will further enable personal trainers to help many people efficiently, which will effectively increase their earning potential. Keys to success are: knowing who your members are, measuring their performance trends, knowing their individual preferences and goals, and being able to keep their data securely. Once that is in place, you have the foundations for the future.”

JEREMY JENKINS, Sales Director, eGym UK “The key to improved retention is member success. Instead of focusing on retention strategies that remind the member to visit, we need to focus on helping each and every member achieve individual goals. If we can do this, retention will improve. In reality, this is a very complex challenge because each member has a very bespoke view of success. So, how does a gym with several hundred members provide a tailored service without creating an administration and operational nightmare? eGym has spent years developing a proven technologydriven solution. Our system is now installed in more than 1,500 gyms. Collective data from 157,000 eGym members, depicts that member retention across sites which incorporate eGym’s advanced software solution and our strength equipment, is 82 per cent after 12 months compared to the UK industry average of just 51 per cent. Meaning, if a gym has 800 members paying an average monthly membership fee of £40 that equates to an increase in income of £69,954, after just one year. I hope I now have your attention. 26

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Our entire solution is focused on encouraging a long-term commitment to physical activity and achieving results. People will always need constant encouragement and motivation to train towards goals. Our solution employs a range of unique features, from gamification to automated performance tests, to keep a member engaged and ensure they continue to progress, recognising everyone will take a different journey to reach their goals. The need for regular intervention between trainer and member remains absolutely central to any motivation or retention strategy but technology now offers the opportunity to enhance this relationship. Our system delivers bespoke member data to the trainer via our Trainer app, prompting interventions at key times in the member journey. The Fitness app, delivers member access to training plan and motivational gamification functions which encourage regular activity as well as social interaction between gym users and friends. Every part of our solution is developed to achieve member success through tools which promote motivation, ease of use and fun, all vital components in the retention equation.”


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Paul Swainson, Head of School, Future Fit Training “A pro-active, expert personal trainer who helps members achieve their goals is one of a gym owner’s most valuable retention tools. Let’s face it, someone who sees clear progress and results is more likely to remain a gym member than someone who doesn’t. To put this simply, it’s intuitive that members who engage the services of a quality personal trainer stand a better chance of continuing their membership than those who go it alone (or try to). The rise of PT studios, where you can only train if you are working with a coach, are testament to the value of one-toone guidance and programming. There’s been plenty of research done into gym member retention, with a key finding being that one of the simplest and most effective ways to keep members is just to interact with them. Members who are spoken to attend more frequently, are less likely to cancel and yield more income. It’s the fitness staff on the gym floor that have a huge role to play here, not least the personal trainers who can take advantage

of an opportunity which benefits both them and the club. Many members are not willing to invest in personal training immediately upon joining a gym. It may take some months (perhaps for example when they realise they aren’t getting results), but of course they must still be a member if they are to become a client. So how can we get them to that point? If a PT can be the one that engages with those members from day one, a simple “hi, how are you today?”, or “how was your workout?”, they significantly increase the likelihood they will visit again, and will continue to do so. The gym wins. At the point where they decide to work with a PT, they are far more likely to choose the one they have built a rapport with. The PT wins.   Rather than seeing personal training as a direct revenue generator, with all the pitfalls that model brings, gym owners would do well to view it as a tool to increase revenue through retained membership fees and reduced cancellations.”

Linda Forster, Group Marketing Manager, Pulse Fitness “In an increasingly digital world, software has become a crucial part of the gym operator offering. Gym goers now expect a software offering that will enhance interaction and communication, in terms of both gym floor equipment and the online customer portal. Pulse offers its clients the Exerp platform, a total front of house management solution, one element of which is a member management system, which can help operators to engage and retain members. Exerp is a centralised information source with highly configurable features, and allows each client to use the product in their own way and enables operators to focus on every touch point on the member journey. Members will receive automated communications such referral initiatives, in club events, birthday greetings and the opportunity for members to have their say. Being able to directly target lapsed members with personalised communications is of huge benefit to any gym operator.

Pulse now sees more than 30 of its clubs across the UK using the software, which equates to approximately 150,000 memberships. The software can be fully branded and customised to each site. Alongside the management system is the Exerp2 app which clients can purchase as an optional extra. The app is a fantastic way to enhance the customer relationship management experience, making booking and cancelling group exercise classes that much easier for the time-strapped member. Members can become frustrated if they are penalised for late cancellations and will appreciate the opportunity to manage their bookings directly from their phone. Greenvale saw over 2,200 members download the app (which is available on both Apple and android devices), and 83% of class spaces are now booked using the mobile platform. Anything that you can do as an operator to make the member experience smoother will ensure they are less likely to move to a competitor with a more advanced digital offering.“

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ADVERTISING FEATURE

WHY THE U USES ESP ESP Fitness is the strength and power training equipment supplier to UFC Performance Institute in Las Vegas Conor McGregor has set up camp at the UFC’s new state-of-the-art UFC Performance Institute in Las Vegas to train for the up coming fight against Floyd Mayweather. The 30,000 square-foot, two-story facility is the most advanced sports training centre in the world and includes a state-of-the-art Strength & Conditioning gym designed by Nick Smith from Pro Leisure and fitted out by ESP Fitness. The facility includes an altitude training chamber, medical and physiotherapy centre, wet recovery pools and spa, nutrition and protein bar with fully catered health restaurant, full-size octagon, a boxing ring, large wrestling mat, grappling areas, punch bag training area, athlete sleep pods, a relax room and a state-ofthe-art lecture theatre. The facility which is free to use for all UFC fighters, has been designed to provide UFC fighters with the best support in all of sport.

“nothing has ever been done like this in combat sports history and even in other sports I think this is the best facility in the world.” – Dana White UFC President The UFC Head of Operations, James Kimball said that they had researched over 50 of the world’s best performance facilities in 8 countries to find the bestin-class in every area to create the worlds leading Performance Institute.

Dr. Vern Neville, CEO of ESP Fitness mentioned that one of the key features of the ESP equipment is the integrated performance training monitoring technology that is built into the ESP Power Racks and ESP Lifting Platforms.

“We have the world’s most advanced technologies, including ESP’s STRENGTHsense™ force plate power monitoring system and video cameras built into the ESP equipment, providing detailed performance data in real-time” – Dr Vern Neville, ESP Managing Partner This leading edge technology developed by ESP Fitness brings science into free weight training, and is changing the way athletes train. The technology allows the UFC athletes and coaches to make informed training decisions in the gym during their workout.

“In Pro Sport it is becoming less important about how much weight an athlete can lift and more about the specifics of power development, which we are now able to monitor in real time” said Neville.

ESP Fitness supplied all of the Strength & Conditioning and Functional Training equipment for the Performance Gym.

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WINNING IS


UFC

EVERYTHING

www.esp-fitness.com T: 01509 606226 29 AUGUST 2017 E: TEAM@esp-fitness.com


OPINION

Capturing the Olympic spirit Paul Swainson, Head of Future Fit School of Personal Training, on working with Dame Kelly Holmes.

Anyone who follows me or Future Fit on social media (and please look us up if you don’t) will know I’ve been working with a rather high-profile student, none other than the legendary double Olympic gold winner Dame Kelly Holmes. When we started the process, I expected a very focused, fit, disciplined student in Kelly. I was not disappointed. I also found an incredibly upbeat, infectiously energetic and eager student - every trainer’s dream. I soon discovered that despite Kelly’s extraordinary success as a world class 30

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athlete, double Olympic champion, the powerhouse behind the Dame Kelly Holmes Trust and a tireless supporter of several charities, Dame Kelly Holmes is just like any other PT student. Nervous, unsure of the technical knowledge required and a little overwhelmed by the sheer volume of learning to be undertaken. She is modest and hugely likeable: upon joining our group of students, we did the usual round the room introductions. ‘I’m just Kelly’ she said. ‘Just Kelly’ has ‘just’ passed – with double merit, I hasten to add - her Exercise Programming and Coaching practical


OPINION

assessment with us. She now only has the nutrition module to study and an eight-week case study portfolio to plan and implement before she is a fully qualified PT.

her own mindset to motivate her client who afterwards admitted "when she tells me to do something, I listen - it's Kelly Holmes!"

From what I have seen she will be a formidable trainer: clients will need to work hard for Kelly but they can also expect an extraordinary level of motivation, understanding and support. Kelly fully appreciates the power of the right mindset and I have been interested in her approach to 'flicking the switch' as she calls it.

Kelly is a natural trainer and motivator but as our student she had a lot to learn. She was very receptive to the constructive feedback I offered her on areas to improve and make her programming and coaching even more effective.

She very much sees the challenge lying with the client and not the trainer, which in simple terms is correct - it's their mindset that needs to change after all. I did wonder if Kelly's background as an elite athlete could potentially make it harder to relate to the motivations of someone not naturally drawn to fitness and activity. Pushing to the limits is normal and something to aspire to for Kelly but of course most people aren’t in that place. Through training with us and working alongside the rest of the group – of which only one other has a professional athlete’s mindset – she learned how to ‘meet them where they are, not bring them to where you are’. There is no doubt ‘being Kelly’ will give a unique twist to her client relationships - if you’re going to be encouraged to move out of your comfort zone and have a role model to guide you, you can do worse than a highly successful Olympic champion! Witnessing her client session during her assessment I was very impressed by the way she harnessed

She also needed support in her studying – like so many of our students Kelly is fantastically busy looking after the DKH Trust, supporting charities, giving speaking engagements from schools to chambers of commerce and everything in between. Plus she opened her first Café 1809 Active at Cyclopark in June. Fitting in her study was a challenge but the old adage ‘if you want a job doing, ask a busy person’, rang true. Kelly summed it all up after her EPC assessment. “The detail in this training is incredible and that's the main reason I stuck to the process as I see the course as really credible,” she told me. No-one ever said training with Future Fit is a quick process and we’re proud of that fact. Like Kelly, once our students qualify they will have studied for months, not weeks. They will have compiled two real-life case studies for PT and nutrition over 12 weeks and eight weeks respectively and be industry ready when they qualify. I suggest people start forming a queue for Kelly’s training – she has a unique spirit, passion, commitment and a genuine talent for this business.

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Inclusive spotlight

Keith Smith investigates the benefits of delivering an inclusive exerciser experience and the factors that may need to be considered.

This article seeks to recognise the importance of being different, and how delivering a more inclusive message may open your facility to different exerciser groups, provide your facility with a unique reputation, and deliver an income stream that is currently untapped. Most of us who work in the fitness industry believe that some form of activity is an important part of our lives, we love to spend time during the week visiting a facility and taking part in some sort of movement. We spend our time discussing or arguing with others the optimum form of movement, and continue to learn more about differing types of activity, and the science behind them. According to the Leisure Database Company, there are now more than 9.7 million fitness members in the UK, which has boosted the penetration rate to an all-time high of 14.9% [1]. According to the latest statistics, the UK population grew to an estimated 65.1 million in 2015 [2], 63% of the total population is between 16 and 64 years, and 17.8% is above 64 years [2]. This equates to just over 41 million adults between 16 and 64 years, and 10 million over 64 years that we could potentially attract to our industry. It is unrealistic to think that the fitness industry can attract all of the UK population, but the potential to provide something different, that attracts a different type of member, is possible if we get the experience right. For this to be effective, there are many factors that need to be considered.

We could assume that the non-exerciser is unresponsive to previous and existing messaging and tactics [4], and that the current average non-exerciser is correct with regard to their thoughts and feelings towards the fitness industry.

When contemplating the reasons why the fitness industry in general struggles to attract a larger, diverse membership base, there is never one single reason. Post hoc ergo propter hoc (Latin: "after this, therefore because of this") is a logical fallacy that states: "Since event Y followed event X, event Y must have been caused by event X." It is often shortened simply to, the post hoc fallacy [3].

Aspirational posters, showing young, toned bodies, accompanied with motivational slogans, reminding us that ‘sweat is just fat crying,’ or ‘that we can feel sore tomorrow, or we can feel sorry tomorrow’ are the road to sameness. These statements have repeatedly had little impact on attracting a wider population group. Just because a picture or a slogan on the studio wall is aspirational does not make it motivational, and does little to make the non-exerciser feel welcome.

It would be an impossible task to effectively list all the factors that affect this issue. Consider this: what if we turn the problem around, and instead of communicating to the non-exerciser about the product [fitness], we looked for the solution in the mind of the current non-exerciser [4].

The truth [science] is irrelevant: what matters are the current perceptions that exist in the mind of the individual. This concept is known as positioning. The essence of positioning thinking is to accept the customer’s perceptions as reality, and then restructure those perceptions to create

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e Fitness spotlight

the position desired [4].

When communicating a message, the receiver [the customer] is always right [4]. In a world in which 14.9% of the UK population have a facility membership, there are many potential members who currently cannot relate to the current messaging and/or feel uncomfortable with our offering. To change the status quo, we may need a change in our thinking, and be more mindful, creating not just an environment that makes the non-exerciser feel comfortable, but also a very different ecosystem [5] (a biological community of interacting organisms and their physical environment). According to R. Alder in the book ‘The Wider Lens’, products are unsuccessful, not because of the product, or even the company, but because of the factors that are not always visible [6]. Alder recommends creating an ecosystem where all elements of potential business impact are identified and managed [6]. Let’s take the above suggestions and focus on a particularly low participation exerciser group, the ‘Active Independent Older Adult’. This group is currently untapped in the UK by the fitness industry, while growing in number, with increasing disposable income potential and an expanding amount of free time. Below are a several factors, both visible and not visible, that we as an industry may need to consider in order to be successful with this particular group. Remember it’s not how

great we are [the fitness industry], it’s how great we make the customer feel! [7] Here are some pertinent questions that may need to be answered for the inclusion of ‘Active Independent Older Adult’:  What are the age-related changes, and how might they impact on what we offer and how we offer it?

 What does this particular client group think and feel about exercise?  What does this client group require in relation to all forms of communication?  What does this client group require in terms of changing facilities?  What does this client group require in relation to exercise offerings?  What do we need to consider in regard to our advertising, car parking, changing facilities, membership offerings, exercise offerings, and communication?  What might be the possible customer journey through our facility?  Whom might they interact with through our facility journey?  What do we need to consider regarding staff training?

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“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” [8] If you are not yet sold on the perspective that the experience is vital in both connecting with customers and maintaining their business, a recent article in Harvard Business Review argued the case for showing warmth before competency, trustworthiness before ability, and love before strength [9]. The article was well balanced, but made the case that in most situations in business, individuals will demonstrate their abilities first before their warmth. The author continued to argue that ability, competency and strength are important in a long-term business relationship, but that people look for warmth in others before ability. Behavioural economists have shown that judgements regarding trustworthiness lead to higher economic gains, and that people pick on warmth faster than competence [9]. How we present ourselves matters a great deal in terms of how we [the fitness industry] are perceived by others. When approaching a new client group, it is worth considering how to deliver more warmth and trustworthiness in the early stages [context], and more competency and strength as the relationship develops [content]. In the book ‘The Power Paradox’ by D Keltner [10], the author first makes it clear that the term power refers to more of a power-with and together, and not a Machiavellian type of having power-over someone. Keltner argues that power is about altering the states of others, that power is found in everyday actions, and is part of everyday relationships.

Enduring power comes from empathy, and giving to others. He further argues that power is not grabbed, but is given by others, and interestingly that if individuals feel powerlessness, it can lead to feeling continually threatened, stressed and having poor health. This could considerably impact adherence, and therefore retention of individuals, suggesting the fitness industry needs to consider how the stimulus of a training session, and/or the visit to the facility, affects the exerciser both physically and physiologically [11]. Targeting a different client group is a mindset that affects everything we do: from employing individuals with the same values to the considerations for continued professional staff development, through advertising and promotion, studio timetabling, equipment choice, facility layout, induction processes, interaction and teaching styles, the use of digital and technology, and all forms of communication. As the fitness industry grows, it will be increasingly difficult for facilities to be profitable if they provide sameness, and continue to all go after the same target market. Being different and offering an inclusive experience may well open up the facility to more opportunities. We cannot solve tomorrow’s problems, with yesterday’s solutions [12]. Mindfulness makes us all more sensitive to context, and perspective. Mindfulness is a great thing; mindfulness is the process of actively noticing new things. Perhaps becoming more mindful, and opening up to a new client group, and offering a different type of fitness experience, may lead to new and exciting opportunities and income streams. We all seek stability; however, stability cannot be found in sameness [12].

Keith Smith is the owner/director of Keith Smith Training. He is also a Global Master Trainer for Life Fitness Academy. References: [1]

Leisure Data Base Company

[2]

Office of National Statistics

[3]

LUCK (Ed Smith)

[4]

POSITIONING (Ries & Trout)

[5]

DEVIATE (B Lotto)

[6]

UKSCA June 2013 (Ian Jefferys)

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[7] S. Sinek [8] Maya Angelou [9] Connect Then Lead (hbr Spring 2017) [10] THE POWER PARADOX (D Keltner) [11] adapted from THE COACHING PROCESS (N Cross) [12] Emotional Intelligence MINDFULLNESS (hbr Press E. Langer)


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FRANCH

If you’re just starting out in the industry or keen to go it alone but not quite sure how best to, franchising can be a fantastic opportunity as it allows you to tap into an established or premium brand and create a fully operational facility without a large capital outlay.

Q&A with Rob Deutsch, Co-Founder & CEO at F45 Explain to our readers why you recommend they go the franchise route rather than setting up from scratch on their own? The saying goes that franchising is about being in business for yourself, but not BY yourself. As an F45 franchisee, you gain all the benefits of running a tried-and-tested business system backed by a globally recognised brand without making the rookie mistakes or re-inventing the wheel. We've already invested considerable time and money into researching and developing the systems and technology that will alleviate you of unnecessary distractions, so you can focus on those parts of the business that really make a difference.

cross-sell and up-sell like a freak  Share their knowledge and best practices with colleagues who they see as partners, not competitors  Understand the importance of sales and marketing to the ongoing success of any business  Excel in a team environment To succeed with F45 your personal and business goals should include a desire to:  Affect positive change in the lives of your clients  Develop a profitable F45 Training business by learning and executing the F45 system thoroughly  Develop positive relationships with customers and other franchisees

How to choose a franchise partner? What qualities do you think makes for a good franchise partner?

 Maximise the value of the F45 brand in your territory

At F45 we welcome franchisees from many different backgrounds and industries. You do not need to be a veteran of the fitness or franchising industries to own an F45 franchise and succeed.

Champion athletes, executives and business owners all rely on proven support systems and partners to help them push past plateaus, smash through barriers and get the support they need on their way to greatness and F45 is that partner for aspiring fitness business owners.

That said, there are certain key attributes we look for when evaluating each franchisee candidate. High performing F45 franchisees:  Are passionate about health and fitness  Believe in the F45 Training franchise model and adhere to our proven systems and procedures  Are proactive in growing their business by attracting new customers and servicing existing customers profitably  Are results-oriented, energetic and ambitious and continually seek to over deliver  Deliver awesome customer service, retain clients, and can 38

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 Generate personal wealth while achieving a healthy work/ life balance

What can you expect from running a franchise? How would you say this differs from running an independent business, including benefits of franchising and the support received from Head Office? Immediate access to a cutting edge fitness training system, backed up by a business model that is cheap to set up, simple to run and highly profitable. Just some of the ways F45 supports its Franchisee network include:


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HISING

 Exclusive rights to offer the insanely popular F45 Training programs in your territory  Workout programming: F45 designs, tests and distributes every workout well in advance so you'll never spend a second designing your own workouts  Site selection assistance and coaching when it comes to negotiating your lease  Pre-Open training: 5 days of learning everything it takes to be a successful business owner

world-wide challenges, F45 playoffs and our extensive list of brand ambassadors  Customer acquisition and retention  Staff recruitment, training and retention  Technology: equipment, IT skills, software, website

In your opinion what are the Pro’s and Con’s of Franchising? Pros:

 Business systems and operations assistance, including marketing systems, promotional collateral, social media coaching and pricing strategies

 Tried and tested model  Recognisable brand  No need to personally invest in R&D

 Access to F45's cutting edge software applications to assist in-studio as well as in running the business behind the scenes

Cons:

 Benefit from Head Office marketing initiatives such as

 Less control of direction of concept, however at F45 we try to encourage franchises to give feedback and on-theground opinions about how we run things. AUGUST 2017

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Case Study: Fiona Crossley, Co-Owner of F45 Kingston What is your experience of the franchise route? I found out about F45 on a trip to Australia in June 2016. By the time I got back to the UK I was hooked. I hadn't been planning to open a gym but was looking for a new opportunity and was convinced F45 would do well in the UK. I met with F45 founder Rob Deutsch, went along to a franchisee presentation with my husband and, within a month, we had reserved the Kingston-upon-Thames territory and started looking for premises. From that point there was a very clear path set out by F45 - steps to follow to get to a successful opening. We found a premises in August, signed our franchise agreement in September, went to Las Vegas for franchisee training in October, started our fit out in November and we opened on 2nd January 2017!

How it was planned and managed? My husband and I are partners in the business and we have managed the entire business right from the start. F45 provide a portal for franchisees (F45Playbook) which provides a huge range of resources from studio layout to marketing materials to tech support. F45 Playbook also leads all franchisees along a launch pathway - this helps enormously with planning and also ensures that all F45s provide the same high quality experience to their members.

How did the roll out work? During the roll out it's very much like juggling - between managing the fit out, ordering equipment, organising

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marketing material, hiring and training staff. Being part of the F45 franchise really reduces the stress because so many decisions are taken care of - for example, marketing images are all readily available and the equipment is ordered as one complete pack.

What support did you receive? One key aspect of F45 is the technology and F45 Tech Support is excellent - very responsive and helpful. We haven't had to call on them often but when we have had a problem it has been resolved quickly. Since we opened we've never had to cancel a session due to technical difficulties.

Why would you recommend this route? The main reason why I would recommend the F45 franchise is that I believe 100% in the product. As an F45 franchisee you have the F45 Athletics department behind you - a whole team of very talented athletes designing and testing the workouts so that we get a different workout every day - no independent studio could compete with that!

Finally…. Starting this business has been a great decision for Jim and I. As well as managing the business we do the F45 workouts 6 days most weeks and we are both fitter than we have ever been. Just 6 months after opening we have built an incredible community of happy members with some really impressive body transformations already. It is hard work but it's lots of fun and it's easy to sell memberships because we really believe that getting involved in F45 team training really can be life changing for our members. 


spotlight

Mark Holland,

Managing Director of Bodystreet UK “I've spent almost twenty years in the franchise industry working for or with some of the leading brands within the sector. It's a role I have enjoyed tremendously - whether being employed by a franchisor or providing consultancy advice to clients looking to launch a franchise. It was a natural choice for me to look at franchising when I first came across Electro Muscle Stimulation (EMS). I knew if I was to successfully introduce the concept into the UK I would need a proven system incorporating EMS. To me, with my experience, partnering with Bodystreet, Germany's leading EMS franchise system, was obvious as franchising brings so many benefits such as:  following a process that has been tested and proven to work ( avoiding the costly mistakes of new startups)  having access to funding not normally available to traditional start-ups  rapid growth Bodystreet (Germany) have achieved incredible success with over 240 studios across Germany, Austria and Italy. In the UK we launched our first studio in Milton Keynes last July with Swansea and Bristol franchisees opening in early 2017. The interest in this sector is high and we have several other franchisees on stream and planning their launches. This puts us as the leading EMS provider in the UK.

So in many ways it's been the perfect partnership - my UK franchising experience coupled with Bodystreet's incredible success and system. It's been quite a 12 months and I am excited at the potential ahead of us.”

PAUL FERRIS,

CEO of Speedflex “Opening your own facility can be a daunting prospect, especially if you are new to facility management. However, a licenced option offers a huge range of benefits; you’ll have an in-house team with a wealth of experience to support you, so you’re not completely on your own but you retain that level of independence. Owning a licence also allows you to tap into an established brand which of course comes with a pre-sold customer base which would otherwise take you years to establish. Another benefit is that any good company will have training programmes in place to bring you up to speed on the most successful methods for running the business. This will increase your chance of success as you’re working with a proven method. Speedflex has studios across the UK, Ireland, Dubai and in Dallas, and their licenced partner model offers operators a £5k uplift on their facility, including interior design and signage to ensure the look of the club is in keeping with the

premium feel of the brand. The partnership also includes eight Speedflex training machines, front of house software and a MyZone starter pack which offers members continual heart rate monitoring so they can get the most out of the classes. Speedflex takes no management fees above the monthly costs and takes 0% of turnover for the first twelve months.” August2017 2017 AUGUST

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It's not where you train it's how you train! NAME: John Hayes

TWITTER: @johnhayesPT

QUALIFICATIONS: Personal Trainer, Gym Owner, Writer NO. OF YEARS AS A QUALIFIED PT: 10 years WORKS IN: Coventry

YOUTUBE: JHPT Performance Training INSTAGRAM: @JHPTPerformancetraining

How did you become a PT? Working in a gym I was always looking to progress and do more. Being a PT was a professional step up and a way of testing myself. I had a vision of becoming a PT but so much more. I wanted to be more than a name next to other instructors. I wanted my own gym! I wanted to help as many people as I could become fitter and healthier.

What was your experience of the training/qualification process?

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Excellent. The qualification is more thorough than your first step into the industry. You will learn a lot more about the human body and how it develops. You will learn how to plan programs over time and grow yourself as a trainer.


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Do you (or do you intend to) specialise in a particular type of fitness? No. To get somewhere in this industry you must be willing to learn from all elements of fitness. Don't focus on one principal just because you are good at it - test yourself in other areas and become an all round trainer. Become the ultimate athlete.

What’s it like working with gym owners? I own my own gym! I set up my own gym to run my PT from. I started out converting my garage to a gym and it grew from there. It's not where you train - it's how you train! I am very grateful to everyone who came to train at the garage gym and they are all part of the journey to where we are today. Have a dream, have a vision and don't stop until you realise it! I always wanted to be more than a name on a board next to other instructors. I knew I could do so much more! Put the hard work in and you really can achieve anything! I am not stopping here. I am excited for what the future holds.

Sport specific training? Martial arts? Training the elderly? Always look to become more.

You spend your working hours motivating others, how do you motivate yourself? It's simple. I love what I do. If you enjoy what you do you never work a day in your life. This is something I realised a long time ago. I love working out. I love pushing myself, testing myself and also love helping other people reach their goals! If I can have a positive effect on someone's life I am doing my job.

What advice would you give to other PTs just starting out in the business?

What is your opinion of CPD?

Remember you are building a relationship. Hopefully a long term one. Treat everyone with the kind of respect you would like in return. Every client is important to you. Every client has individual, specific goals and their programming should replicate this. You are not there to judge anyone, remember everyone starts somewhere.

Continuing your professional development is important. You don't know everything. There is always room for improvement. If you are good at weightlifting yes get your weightlifting courses but how about learning about yoga?

Always look for ways to further your knowledge. Learn more. Adapt more. Learn from all aspects of the fitness community. Everyone’s a PT nowadays - what do you offer that is different? Why should someone use you as a trainer?

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What are the biggest challenges facing your business today? I welcome competition. You cannot be complaining if someone is PTing or opening a gym next to yours. You just have to work harder to stay on top.

What significant changes have you seen within the industry over the past 3 years? We have become more functional. Have more freedom. Become more creative within the gym. People don't just want to sit on machines anymore. They want to sprint, jump, and leap! People are getting stronger, faster and more fearless. The human body is capable of some amazing things and we are now seeing signs of what we are truly capable of. The industry is growing all the time. I am grateful to be a part of it.

How do you engage with your clients (active and inactive)? I am very close to my clients. I want my clients to feel as if they need to talk about anything I am there for them. It is important for me to keep their mindset on track and towards their goals. I keep in regular contact through emails and social networking. If a client needs to talk - I pick up the phone. I have a YouTube channel so I can reach out to people on a larger scale.

How do you promote your services? Social networking, Instagram, YouTube and client recommendations.

How often do you train yourself? 4/5 times per week

If there was one thing you could radically change within the industry, what is it? There are a few negatives as with every industry. Unfortunately there are some poor so-called trainers out there, but also some excellent ones to. Make sure your in this game for the right reasons. To help people become better. This industry is truly what you make it. The only limits are the ones we put on ourselves. Becoming a PT is just the start.

Do you see yourself still working as a PT in 10 years time? To be honest - No. I've always been in the fitness industry and will always be in the industry, but I want to do so much more! I want to influence people on a bigger scale. Through social media, YouTube, seminars, travelling and writing in fitness magazines (my goal this year is to start writing a book). I want to reach out to people worldwide! Globally as a planet we are still struggling to get off the sofa and eat healthily. This can change with the motivation to start and the determination to keep going. It is never going to be about how much I earn but more how many people I can have a positive influence on. I want to change peoples lives for the better! My YouTube channel’s sole purpose is to motivate and educate people about keeping fit. My gym is a place where people come to train, learn and get excited about working out!

What is your biggest success story? One of my clients has lost a staggering 32kg! Helping them overcome anxiety and body image issues. I have clients who have overcome their fear of gyms and free weight areas. I have trained clients who struggled to run 10 minutes on treadmills - who go onto run 10k runs and half marathons. Every client I meet I want to have the same impact on. I write for magazines now and want to one day put out a book that will help everyone get fitter and healthier. To do more and become more.

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Group Exercise Induction Emily Bunton, from EMD UK, gives new gym owners advice on setting up group exercise classes and how to get it right. As you’re a new gym owner, it’s likely you’ve heard of group exercise. It’s also likely you’ve taken part in or even taught some type of group exercise class. It may also be quite likely that, especially after all your hard graft setting up a brand new gym, the notion of implementing a group exercise programme is rather overwhelming and complicated. If you’re in that space, I really don’t blame you. The EMD UK website (www. emduk.org) holds details for 88 types of group exercise classes, from the traditional legs, bums and tums to the extreme CrossFit®. This vast choice is group exercise’s USP, but putting on 88 individual classes in your gym just isn’t viable or smart. Where do you even begin? Well, the good news is I can make it easier for you. Whatever your familiarity or encounter with group exercise, let’s approach this as any gym professional would, with an induction of course! AUGUST 2017

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spotlight CONSULTATION As you begin your induction, you’ll need to carry out a consultation just like a personal trainer would do for a client. This enables you to determine what group exercise choices you make for your gym. As a new gym owner, you’re already at an advantage that you’ve probably done this type of thinking before; you’ve scoped local demand, identified your market(s) and tailored your gym to fit their preferences and needs. We’re going to complete a similar process here. A bit of market research goes a very long way. I could simply list off a load of awesome group exercise classes for you to set up, but if they’re not relevant, appealing and don’t cater to the needs of your members and potential members then it’s a wasted exercise and most importantly, expense. Spend some time getting to know these people. Reach out to them, online and offline, to better understand their exercise habits, what their goals are, what music they like, what brands they buy, what commitments they have. Collecting a large and wide range of data on these groups allows you to create what’s called a ‘buyer persona’ (a profile of your consumers) which will lead you to knowing what type of classes are right for them. Parallel to forming your buyer personas, it’s also key to research all of the different types of group exercise classes on offer. The larger awareness and understanding of what’s available will help match your programme to your buyer personas. In addition to this, if you’re considering offering your own concepts, this exercise will really help you identify gaps and trends, which will assist you in formulating unique ideas.

PROGRAMME The next step in your induction process is to create a group exercise programme that your buyer personas can adhere to. Using the data you collected in your consultation phase, you can now form an attractive, strong and logistically sound timetable of classes. Here’s what I recommend… The time of day is critical in achieving a full class week on week. Say, for example, you’ve identified that a high

proportion of your gym members are stay-at-home mums and your data suggests they would enjoy and benefit from a SOSA Dance Fitness™ class. You’d avoid arranging this class for 8.30am and 3.00pm like the plague, as this group are busy with school drop offs, pickups and after school activities. A 9.30am or 10.00am slot is ideal in this circumstance. Closely linked to the time of the day is the duration of the class. Say, for example, your gym has multiple businesses nearby and a high proportion of your members are their employees. Your data may suggest that these people are busy during the week and so shorter class times would make it easier for them to commit to. Combine this with the insight you have on their needs, goals and preferences, it may lead your decision to add a few 30 minute LES MILLS SPRINT™ classes to your timetable. With timing comes frequency and the frequency of group exercise classes is hugely informed by your buyer personas. Using the example above, you’re set on providing LES MILLS SPRINT™ classes for the busy working professionals, but running one of these isn’t going to cater to everyone who belongs in this group, nor would you be able to fit everyone in the studio! Adding further data into the mix as well as individual considerations, such as optimum training times, steers you into providing a selection of these classes to choose from. For example, you could provide two early morning sessions on a Tuesday and Thursday - because who wants to get up extra early on a Monday? And a lunchtime session on a Friday – because who wants to work out on a Friday evening when after work drinks are on offer? There is also a way to increase the frequency of class types, but still offer variety. For example, LES MILLS SPRINT™ is not the only shorter duration, higher intensity class you could offer this group. You need to cater to other interests and needs that feature within this group, as well as give people who do enjoy this class other options too. Also consider that, when it comes to complimentary classes, opposites can very much attract and can often give you an opportunity to upsell. Examples of when this works well is with stay-at-home mums who have children at school. Take advantage of the additional spare time this market has and give them an opportunity to stretch out their hard work at Rebound® by doing yoga after.

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spotlight MAINTENANCE The popularity of group exercise is increasing year on year and this is hugely thanks to the quality of instructing. A participant’s class experience is massively impacted by the personality, professionalism and teaching skills of their instructor. An excellent instructor = very happy members! The next phase of any induction is to set up something you can maintain. In order to maintain your brand new, super cool group exercise programme, you need great instructors to deliver it. My top tips to find the right instructor are:  Target your recruitment advertising – tailor how it’s written, what it looks like and where it’s posted to fully resonate with and attract your ideal instructor.  Target your recruitment process – conduct interviews that will allow your perfect instructor to shine. Consider personality testing and auditioning, as these can help you match the instructor to the type of class you want to offer.  Match your instructors to your brand values – your instructors are at the forefront of your brand so it makes sense for them to fully represent what your gym is all about.  Use nationally accredited and trained instructors – EMD UK, the national governing body for group exercise, is your go-to organisation for high quality instructors. You can use the ‘find an instructor’ search on www.emduk.org to find available instructors near you.  Invest in your instructors by offering attractive

instructor support, benefits and rewards.  Allow your instructors input on your class programme and ownership of the classes they teach. They are a very creative bunch and probably know your markets even better than you do so trust in their expertise.

CONTINUED PROGRESSION AND SUCCESS A good induction provides longevity and room from continuous improvement and growth. Building your initial group exercise programme doesn’t stop when you hit print or go live on your website. Allow your timetable to stand the test of time by conducting frequent internal and external analysis; check in regularly with your class participants and instructors, as well as keeping an eye on what your competitors and partners are doing. Be sure to test and try out new ideas with your instructors and class participants too. Group exercise requires minimal setup time and equipment so organising quick 30 minute tasters is easy and quite often the weirdest classes on paper turn out to really work. Keeping things fresh and inventive will ensure you are standing out in the crowd of group exercise providers. Once you have your timetable in full swing, showcase it by putting on events and running your classes outdoors or at local attractions. Group exercise should always be seen and most definitely heard. And that brings us to the end of our induction. Train hard, stay focused, have fun and I’ll see you again soon.

Need support with your group exercise programme? Get in touch with EMD UK by emailing hello@emduk.org. Keep up to date:  emduk.org  @EMDForLife  @ExerciseMoveDanceUK

 ExercisemovedanceUK  EMD UK

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ADVERTISING FEATURE

ADVERTISING FEATURE

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

Whether you’re a new business owner or you’re looking to boost your current revenue,

investment on your part in order to be successful. We’ve seen a £10 advertisement generate thousands in NEW revenue. This can work for you too, but you have to go about it in the right way. When creating your advertising strategy, keep these things in mind: 1 Know your numbers…  What’s the average client worth to your business?  How can you increase your average client value?  2 Once you know your numbers, it’s time to set some goals.  3

5 Now it’s time to create your ads. There a three important elements:   Copy  Design and Images 6 Identify the medium that reaches your target market  Online - Facebook, Twitter, Instagram, etc.  7

market 4 Create a strong positioning statement the helps your stand out from your competition.  Consumers are trained to be skeptical of ad claims.

Not long ago, it was unrealistic for many small businesses to invest in advertising. With all the low-cost options that exist today, advertising is available to everyone. Be sure to create a rock- solid plan to get the most out of your ads!

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

About Sean Greeley Sean Greeley, CEO of NPE, has an unrelenting passion for supporting entrepreneurs and growing

7x on the Inc. 500 list of fastest growing, privately owned US corporations. NPE also recently received the 2016 UK Business Award for “Top Management Education & Training Provider.”

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GROW YOUR BUSINESS. ACHIEVE YOUR GOALS. LIVE YOUR DREAMS. Book your FREE business assessment (a £150 value) to speak with one of NPE’s Success Coaches and receive:

A complete assessment of your business metrics Detailed strategy and planning for the short and long-term growth of your business Solutions to the challenges you’re facing right now A review of your current marketing strategies

Visit

www.NetProfitExplosion.com/GOM to book your FREE business assessment today!

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

Net Profit Explosion, Ltd.  01444 680 032  www.NetProfitExplosion.com

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spotlight

'We are evo whole prop We talk to Nick Bradley, CEO of Premier Global How did you get into the fitness industry? I grew up in Australia, and I’ve always had a passion for health and fitness, being a competitive runner, basketball player and rower through school and university. I started working in a gym in Adelaide, South Australia and eventually qualified as a PT in the late 1980’s - a relatively new profession at the time. I started my own PT business in 1993, training both individuals and teams, and focusing on sports performance. Little did I know back then that what I was focusing on was functional fitness principles, years before things like CrossFit began a craze. It was unique and popular and my business grew very quickly. I sold the business in 1998 and moved to Sydney to became the Fitness Writer for Men’s Health Magazine Australia; it was an opportunity I couldn’t pass up! This opened up a long career in the media industry and has allowed me to work and travel all over the world, including the US and the UK. I’ve always been involved in fitness pursuits to some extent, predominantly competing in ultra-marathon running; and setting up Hertfordshire’s first ultra-running event, the St Albans Stampede 12-hr Enduro.

Tell us about Premier International Premier has been educating fitness professionals in the UK since 1992 - so very much a pioneer in the industry. Our founder, Norman Basson, created the business to professionalise standards and ensure PT’s were entering the 52

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olving our position' When I ran my business many years ago, I often thought of myself as a coach, a mentor, sometimes a therapist market with the right skills and competencies; the approach back then coming from high-intensity, rigorous PT training in the military, which was very much Norman’s background. Since then, we maintained the ethos of high standards in building our education programmes - we often say … getting a qualification from Premier isn’t easy, but what you come out with in the end is streets ahead of many of our competitors. Why? Because our teaching and learning focuses on two distinct things. Firstly, practical application of the craft and secondly, developing the right mindset. Underpinning this is the core belief that we exist to “transform lives”, and this starts with the person coming to us wanting to become a fitness professional and transitions all the way through to the effectiveness that person has on the clients they work with. We measure our success by the quality of our alumni, and I’m proud to say that our graduates are the best in the industry.

Why do you think about education and training in the sector? Honestly, right now, I think it’s a mess. I meet with gym owners every week and the consistent story is that they are not getting the right number and quality of trainers to work with their members. Furthermore, there are high levels of promiscuity and churn; meaning that they are finding it hard to keep the good ones, and having to let go the ones that aren’t hitting the mark. I feel the reason why this is happening is that there are too many “cowboy” training companies out there, focused on fast-tracking students through Level 3 courses. Their priority is getting students in and out of their classrooms, making money but not focusing on the careers and long-

term success of their graduates. Quite simply, the industry needs to reject this practice and differentiate the good educators from the bad. Ultimately, Premier has a big role to play in this, and that’s why we are evolving our whole proposition to step up and meet what the industry needs. The first part of this is joining forces with the National Academy of Sports Medicine (NASM), the leading fitness educator in the US, to create an exclusive partnership Premier Global NASM. This partnership focuses on bringing together NASM’s world-leading, science-based curriculum with Premier’s proven training methodology. Over time, we plan to work together on areas such as corrective exercise, sports performance, business skills, behavioural psychology, nutrition and wellness practices to help develop elite, more complete Personal Trainers. The sorts of individuals that will add clear, transparent value to the gyms and organisations they work for, things like member retention and increasing revenues.

What sets Premier Global NASM apart from its competitors? The international collaboration represents over 50 years of combined expertise and enables Premier Global and NASM to better serve the rapidly evolving UK fitness industry. In the last seven years, the number of trainers has risen significantly, from 17,000 to 43,000 and our technologyreliant lifestyles leave us needing professional training more than ever. The advanced offerings that have contributed to NASM’s position as the gold standard in the US will transform the industry in the UK. AUGUST 2017

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spotlight

What advice would you give to people considering a career as a fitness professional?

make a significant difference is by working in partnership with the many crucial stakeholders across our industry - be that the gyms, the leisure centres, CIMSPA etc. Everyone who has a vested interest in making this work.

Firstly, it’s a great industry! If you’re passionate about health and fitness, and helping people become fitter, healthier, more confident, more motivated … helping them transform their lives; I don’t think there is anything else that comes close from a professional or vocational perspective.

Like many things, challenges are also opportunities depending on how you view them. So, my biggest opportunity is helping to professionalise the workforce that underpins our sector.

That said, it’s highly competitive and not that easy to stand out from the crowd. We have alumni like Joe Wicks and Simeon Panda who have gone on to create stunning, highprofile careers. But many people need to consider how they are going to create a career very much beyond how well they can teach someone to do a deadlift. These are skills such as personal branding, digital marketing, client management, and a desire to continually learn, develop and specialise. The PT’s who come into the industry with this mindset and desire are the ones who tend to do well. Finally, you need to have energy, empathy, confidence and self-belief - how can you help build these traits in your clients if you can’t demonstrate them? When I ran my business many years ago, I often thought of myself as a coach, a mentor, sometimes a therapist … and often these “roles” were interchangeable depending on the individual needs of my clients. But this more rounded approach works, and today the best PT’s that I see are demonstrating these attributes.

What are the biggest challenges you face in your business? The biggest challenge is making sure that we are continually evolving and innovating to meet the needs of the industry. If I’m honest, I don’t think we have been top of our game over the last couple of years and that is why I’m very excited to announce the creation of Premier Global NASM, which has been over 12 months in development. Our intent here clearly to disrupt what’s not been working and get things back on track. But it will take time. And even though I’m restless to improve everything now, I realise that the only way we’re going to 54

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What’s the best lesson you’ve learned from the fitness industry? Both personally and professionally, it’s to never give up. Because the industry is so competitive and dynamic, it’s sometimes easy to lose focus, complicate things, feel that the mountain is just too high. But the people who do well are the ones that keep at it and don’t quit. This is true of the people that come through our programmes; it’s true of the innovators and entrepreneurs in our space; it’s something that is always top of mind, and it’s something that I try and embed across Premier as a value that helps define our culture.

What’s next for Premier Global NASM? It’s very much - watch this space! We have many things in the pipeline that I can’t share yet but will communicate throughout the course of this year and next. The mantra that I tout around the office is that we are moving from “the course” to “the career”, helping to create an elite group of capable, effective and motivated fitness professionals. Everything we do over the coming months will aim to support this mission. Importantly, the only way that we can do this successfully is by working with the industry … so I’m always up for meeting with people who believe in what we’re doing and can help shape the journey.


ARE YOU A SUCCESSFUL GYM OWNER? YOU COULD BE OUR NEXT ‘OWNER OF THE MONTH’

For further information contact: np@gymownermonthly.co.uk

GYM OWNER monthly

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health

pt viewpoint

Let’s talk a James and Jaclyn Dunne explain the differences between good fats and bad fats Many of our clients are surprised at the advice we give them when it comes to fat in their diet. Unfortunately, the majority of ‘dieters’ still believe that fat is the enemy, it is something to avoid entirely and to even be fearful of. We find ourselves continuously explaining to clients that fat does not make you fat when it is the right kind. The low fat diet industry first began in 1840, so with nearly 200 years of low fat diets, why are we as a nation fatter than ever? The one question we ask our fat phobic clients is “so how is avoiding fat working for you?”. We think the very fact that they are sitting in a nutritionist’s office answers that question! But before you raid the bakery aisle let’s look at the type of fat that we should be having in our diets as well as the fat that is best to avoid.

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pt viewpoint

about fat Good fats Unsaturated fat, polyunsaturated and monounsaturated are the good guys. Essential fatty acids or EFA’s are polyunsaturated. Only two fatty acids are known to be essential for humans: alphalinolenic acid (an omega-3 fatty acid) and linoleic acid (an omega-6 fatty acid). These can be found in a variety of sources and we encourage clients to have them in abundance in their diet: hemp, flax seeds, walnuts, almonds, dark green leafy vegetables such as broccoli and spinach, olive oil, eggs, oily fish (salmon, mackerel, sardines, trout, herring) and avocado. Now here is the shocking truth for all you fat phobics, EFA’s INCREASE body fat burning and DECREASE body fat production. Win Win! This is explained fully in the fantastic book Fats that Heal and Fats that Kill by Dr Udo Erasmus. We would highly recommend this book to anyone who has been brainwashed by the dangerous low fat, no fat diet industry that will inevitably make you ill in the long term. Dr Udo Erasmus explains fully the many benefits of consuming EFA’s of which there are far too many to go into great detail in this short article. Without going into great detail of the health benefits, the one good fat fact that usually makes my clients sit up and take note is that good fat will reduce the body fat you are carrying, particularly around the abdomen and waist, which is usually most people’s trouble spot. Supplementing a good quality Omega 3 oil everyday burns fat around your middle, reduces inflammation throughout your entire body and can also reduce those tempting sugar cravings. Something to be mindful of as each fat gram is 9 calories as opposed to 4 calories for protein and carbohydrates. It can be easy to overindulge and hit a high number of calories if you aren’t aware of the amount of nuts and nut butters you are consuming. No matter what ‘diet’ you are following, even

a ‘whole food/ clean’ diet, if you are in a calorie surplus you will still gain weight.

The bad fats really are the fats to fear These are the toxic fats that are associated with heart disease, hardening of the arteries, cellulite and obesity. This is the fat that can increase the risk of chronic illness when consumed regularly. Making us more susceptible to heart disease, stroke and cancer as well as slowing you down as opposed to giving you energy. So where do we find these little demons lurking? Unfortunately, this type of fat is found in so many foods, particularly if you are eating a highly processed diet, these are known as trans fats. They’re used extensively in frying, baked goods, biscuits, icings, crisps, packaged snack foods, microwave popcorn, and some margarines. Margarine is a completely processed product, it is one molecule away from plastic and it’s real colour is grey, a yellow dye is added to make it look more like butter. Incidentally, it was also invented at the same time as the diet industry! Research has shown that even small amounts of artificial trans fats can increase the risk for heart disease by increasing LDL ”bad” cholesterol and decreasing HDL “good”cholesterol. The best way to keep on top of the fats in your diet is to ‘eat clean’. It is very hard for bad fats to sneak into your diet when you are preparing your own meals instead of relying on packets. Eating clean does not have to be a time consuming chore. It is just as easy to grill a piece of salmon while you boil some quinoa and throw a handful of leafy green veg and half an avocado on your plate as it is to cook nutrient deficient frozen chips and chicken kiev into the oven. You will not only increase your energy, you will also decrease body fat….what’s not to like?

James and Jaclyn Dunne are the Co-Founders of Mind and Body Detox and Staff wellness. Their mission is to empower their clients with the knowledge and passion to make positive lifestyle changes in nutrition, fitness, mind-set, health and habits. Their book Mind Body Miracle will be released in September: Holistic healthy habits and daily disciplines to miraculously transform the mind and body. For more information visit www.mindandbodydetox.co.uk. Find James on Instagram at @7jamesdunne and Jaclyn at @mindandbodydetox AUGUST 2017

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gear

Fit Kit

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

Life Fitness Kettlebells Perfect for resistance training, the Life Fitness Premium Kettlebell offers durable rubber coating and a smooth chrome handle for superior movement. From small group training to individual workouts, this kettlebell excels in adding variety and resistance. Large, color-coded weight markers are for easy identification. Comes with black body and chrome handle. Available in the following weights: 10lb, 12lb, 15lb, 18lb, 20lb, 25lb, 30lb, 35lb, 40lb and 45lb. Visit www.lifefitness.co.uk

Graze’s new protein bites The UK’s snacking experts, graze, have launched a trio of oat-based Protein Bites in three delicious (and nutritious!) flavours; Banana, Cocoa Vanilla and Honey & Seed. Perfect for busy lifestyles, the new energy-fuelling bites make good choices simple and exciting. Eating more oats is a good way to get more fibre into your diet - graze use a blend of jumbo and little oats to create the perfect bite each containing at least 4.5g of protein! Visit www.graze.com

Saber Fitness AbMat The Saber Fitness AbMat is an essential training accessory. The AbMat allows the user to increase their range-of-motion when performing abdominal exercises. The curved design improves anterior and posterior flexion/extension, maximising abdominal muscle recruitment. It helps reduce discomfort and sustain greater balance at all fitness levels. The AbMat also doubles up as head protection when performing handstand push-ups. Lightweight, compact and durable. Visit www.saberfit.co.uk

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Let’s Bands Power Set Max Let’s Bands Powerbands are an effective, versatile and travel-size training tool proven to increase strength and stability while burning fat and toning lean muscle. The adjustable tension of the Powerbands minimizes joint stress while maximising the impact on the targeted muscle groups. Powerbands MINI and Powerbands MAX are available in three different colours that each have a varying degree of dynamic tension. The Power Set MAX includes all three Powerbands MINI as well as the Powerbands MAX, enabling you to get a full body workout. Visit www.letsbands.com

Kuvings Whole Slow Juicer Kuvings new CS600 Whole Slow Juicer chef squeezes out the maximum amount of cold-pressed nutrients and juice from whole fruit, berries and leafy greens, using two different sized chutes. If you are a premium home juicing fan who wants the best that money can buy, perhaps this durable, high-yield professional slow juicer is an option for you too... if your pockets are deep enough! Visit www.ukjuicers.com

Boost revenue and awareness Birmingham based company GymFuse are helping gyms across Europe to release and retail their own clothing lines. Designed in-house with aesthetic fit and functionality in mind; gyms are now able to merchandise their own customised clothing line with peace of mind and short lead times. Previously torn between the frustrating task of sourcing from manufacturers or being stuck with poorly fitting alternatives. With low minimum order quantities gyms are now simultaneously increasing revenue whilst utilising custom merchandise as an effective marketing tool. Visit www.gymfuse.co.uk

To sponsor this feature, contact: pw@gymownermonthly.co.uk AUGUST 2017

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business

WHAT IS YOUR NICHE? Daniel Nyiri, Founder of 4U Fitness, says ‘don’t try to be everything to everyone’

“Don’t be afraid of being different, be afraid of being the same as everyone else.” —Unknown By now, you’ve probably asked and answered a lot of questions. This is part of assessing whether you want to be a personal trainer or a gym owner. And here is the most important question to ask and answer - why are you doing this? What is the purpose? Are you doing this for the money, to solve a problem, for passion? Is there a real specific reason? Did someone die in your family from obesity and you made your life mission to put a stop on obesity? You must have a real reason that will keep you motivated and up at night because you are so passionate about it that you cannot stop thinking about it. And your reason better be more than just money. People who start businesses strictly for monetary purposes have the highest rate of failure. I want you to really think about your WHY before you move forward with this article. The next installment is about your pitch. And without having a strong WHY, your pitch won’t come to life! Think deep. What moves you? If you can’t figure out your WHY, starting a gym or continuing to run your gym is not for you! It is not too late to start over. Life is short to spend it on things that you don’t love. I want you to write down your WHY right now; then check back every other month to keep yourself on track and remind yourself of that powerful WHY. 60

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Once you know your WHY, then it is time to figure out who your target clientele is, where to find them and how to attract them. Here are some tips to help with that:

Determine your ideal clientele and be very, very specific!

 Continue to generate leads and then work them. We generate more than 80 good leads per month, per studio. These leads become clients and combined with referrals, help us grow organically.

I looked at the numbers. 76% of women are online but 90% of moms are too, and 64% of mothers ask their mom friends before committing to a personal trainer. Three-quarters of all moms want to be part of a special selected program or team and 92% will pass on the information to at least one friend. In addition, 55% of active daily social media moms make their purchases based on a friend review or social media recommendation. By 2028, the average American woman is expected to earn more than the average American man. Not to mention that women control 51% of all private wealth in the United States and they also control 60% of all personal wealth. An average woman spends more than $500 per month on health and fitness whereas an average male only spends about $200. Each of these numbers were very striking and meaningful to me.

I wish I recognized my niche market when I first started. At the beginning, I was a trainer to athletes, celebrities, mothers, fathers, kids, you name it. I got a maximum of 10 leads per month and I was working too hard. One night I sat down analyzed my current clientele and realized my target client is the entrepreneurial mom, so I developed a program for her and went for it. We offer a rewarding referral program to bring in the husbands and friends thus creating, the perfect system.

All of this means that our niche market is mothers who have 2+ kids and spend money on their kids, with little time to spare. Based on my analysis, out of the $10 billion market of personal training, moms with two kids or more represent 8% of the total personal training contributors, however, they account about 3 % of all personal training purchases. Once you identify and recognize your market, then you can determine where to find them.

 Find a problem and solve it. To be successful in this crowded market, you need to look for a problem and create its solution! For example, we came up with a solution for the common “I have no time to exercise” excuse. We developed a high-tech machine that gives powerful results in just 20 minutes. We target professional women who have kids- because these women are incredibly busy and juggle a lot of demands, our machine is just what they need. We help them achieve their goals with two, 20-minute sessions per week and guarantee their results or their money back. It’s a perfect niche for us.

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business

Great companies are not great because they are for everyone. They are all about delivering the absolute best service tailored for their very small, but fanatical group of fans and devotees. If you think about it, we only focus on 8% of the total fitness market and we completely ignore the remaining 92%. Apple is also after one niche market. They are only after the people who are okay with closed architecture! There are so many Android and Windows users out there who find that annoying, yet they remain one of the most valuable and respected companies in the world. What is your niche market? Identifying this is the first step. Then you have to tailor EVERYTHING around this niche and know exactly how to market to them. Before we figured this out, we spend thousands of dollars on marketing and received very few leads in return. Once we analyzed the data focused on exactly what we wanted for our business, we nailed it! Now we get between 70-90 leads per month. We have a waiting list to get in at some studios! Take the time look at your current clientele to really figure out who is your main clientele, then determine how you’re already attracting these people. If these people are who you want to attract and keep, why, how did you, and how should you attract them? Why did they pick your place among all of the others out there? Start asking these questions to yourself and your trainers and write down all the answers. Collect as much data as you can and then analyze your marketing strategy. Once you have the data you can go after your market and build the right plan for your business and niche – this includes your website, landing page, ad campaigns, referral programs and even workouts specifically designed for this niche market. For example, new mothers want to lose weight and body fat quickly so that they can get back to their previous weight and size pre-pregnancy. Therefore, it would only make sense to design your programs to these needs, with a focus on losing belly fat, tightening up that booty and focusing on body confidence. Now you can sit with your team and come up with the perfect program designed for these mothers.

In addition, your staff will do the same, so if anyone leaves or gets sick, you have another staff member who knows exactly how you work and what needs to be done. Everyone is doing the same thing and on the same page. Why do you think Southwest Airlines only has ONE TYPE of airplane in its fleet? That’s right, they have only one type of plane! It is so they can save on the parts when they need to replace something and they can have any crew member jump in when needed since all of the airplanes are exactly the same. They do not need to hire and train staff differently for different type of airplanes since they only have one type, which means that they can afford to employ far less employees to fly and maintain the company’s aircraft. Smart, right!? Companies like Southwest Airlines are great role models, regardless of the industry you are in. Be unique and learn from the big sharks who have been around for a long time and own a significant percentage of the marketplace in your industry. Recognize and connect with your niche. Attending expos is great, but if you are at a fishing conference and your target market is actually airplanes, then you are wasting your time. Set up shop where your niche market is. Let them know how important they are to you and treat them right.

Don’t try to be everything to everyone The bottom line is that you simply can’t take on everyone who comes through your front door! You can’t call yourself “the everything” gym. Even Amazon, “the everything store,” started with a small niche market until they became the giant of that small market of online book sales! And eventually they became the everything store, which took lots of time, money, and thousands of hard-working, dedicated employees. “Everyone” is not your market. You probably know that already. So who is your market? Why do you want to serve them? What opportunity awaits you? Make sure you can answer all of these questions before you proceed. Daniel Nyiri is an entrepreneur with one goal: to revolutionize the fitness industry. Find out more at www.4u-fitness.com. 62

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WILL YOU BE OUR NEXT ‘PT OF THE MONTH’?

For further information contact: np@gymownermonthly.co.uk

GYM OWNER monthly

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FITNESS

C FOR CHEST Chris Zaremba, our fitness over 50 expert, takes us through his chest workout. I am a big fan of working out, pretty much all body parts. There isn’t a workout in my set of workouts that I particularly don’t enjoy, every one brings me that painful sort of pleasure that I love from a good gym workout. But if I was asked to name one of my workouts that I really enjoy more than the others – the one that I’m particularly happy to see being scheduled for that day – it’s the day that I do my workout C, and that is C for Chest. In the overall ABC7 Workout System, I do my Chest workout every five days, in the afternoon or evening. Resistance training for other body parts is on the afternoons or evenings of other days, with cardio and abs being in the mornings. For Chest workout, I usually schedule 7 exercises, each of which is performed to 3 sets, giving 21 sets of exercise per session. With an additional warm-up set at the start – which is the same exercise I’m going to do as my first work set, but with twice the number of reps and half the weight – the Chest workout takes me about 50 minutes of gym time. Each work-set exercise is performed to 10 reps. If I can’t manage 10 while keeping proper form, then I drop the weight to continue the set as a drop-set up 64

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I try to work the Chest ‘from all the angles’ – it’s a bit of a cliché phrase, but I can’t think of a better term. I therefore divide my 7 exercises into different groups, most of which have different variants depending on either upping the variety or trying to use available equipment: 1. I tend to work upper chest first in a press position – either as a barbell press on an incline if I have a spotter, or with dumbbells or a Smith machine. I sometimes have a onesided cable press, pushing up from an incline bench with the low pulley attachment. I’m a bit old fashioned and tend to use the safety stops on the Smith if I do this, it encourages me to press further up the weight scale than without. In any case, I’m looking for an incline angle of around 30 degrees – more than this and the exercise starts to include too much shoulder contribution. These exercises all involve effort from the triceps too, so to emphasize the chest, I have a chestisolation exercise next.

to the 10 reps. Multiple drops are possible within each set if I’m truly fatigued, but I always get to the 10 before ending the set. If I achieve the 10 reps without needing to drop, then I will stop at the 10 but put the weight up by the smallest possible increment for the next set. So, as an example, if I’m doing dumbbell presses on a flat bench, and the first set was with 30kg dumbbells and I did the 10 reps satisfactorily, then the second set is with the 32kg’s. If I don’t complete that second set without having to drop, the third set is also at 32kg. But if I do complete that middle set, then I increment again to 34kg for the final set. Finally on this, the first set of any exercise is at the same weight that I last achieved 10 reps without dropping on that exercise from a previous workout.

2. Upper chest fly – usually with dumbbells on an incline bench, but some of the gyms I use have a wide-stance cable machine, and I like to position an incline bench centrally and, with the low pulley position, use the chest to drive the arms upwards in the famous fly arc until the knuckles meet vertically above my head. When done properly, which I try to, there is no movement at the elbow – thereby eliminating the tricep contribution – and the movement at the shoulder is the only action – powered in the main by the pectoralis major. Again, I’m setting the bench at an upward angle of around 30 degrees.

For variety, I do exercises with free weights, cable and Smith machines, and fixed-path machines. Each has their advantages and disadvantages, but I generally feel that resistance machines get a ‘poor rap’ from many in the gym; I have a different view and find I can push myself further on machines than with free weights if I’m really keen to isolate as much as possible. I also feel I can work with confidence on resistances higher on the machine than with free weights, knowing that the only result from a total muscular failure would be a loud crash, not a crushed body part! I guess that for Chest, I am 50% free weights and 50% on machines of some type. AUGUST 2017

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3. I’ll move down the chest focus for my third exercise – a mid-chest press, using either dumbbells or a barbell from a rack on a flat bench, or occasionally a fixed-path machine, assuming the push from the machine is straight out (90 degrees to the body). Some of the gyms I go to have good machines for this, others are lousy – but luckily a flat bench and set of dumbbells are the same everywhere. 4. Continuing with the mid chest, I’ll add another fly as a chest isolation exercise. This can either be dumbbells, but by now I’m often looking for a change and will use a cable machine in a crossover, keeping the angle of the cables to the body at 90 degrees to focus on the mid-chest. I keep the body vertical for this, with one foot ahead for support, so the cables head out parallel to the floor, keeping that 90 degree angle to the torso. I’ll focus on the tree-hug aspect of the fly movement, minimising contributions from supporting muscle groups. This is a key exercise to focus on ‘only moving those body parts that are meant to move’, a phrase that my training clients hear a lot from me! 5. Usually my fifth exercise in the sequence is a press for the lower part of the chest, at a decline angle. Some gyms have a bench dedicated to this, with a decline of around 30 degrees and a barbell rack for it, which is ideal. Without this, I utilise a decline ab bench with feet hooked over the top. In this case, it’s with dumbbells that a partner has to hand to me – I haven’t worked out how to get the dumbbells in place on my own yet! By using that angle of decline, and obviously pressing upwards vertically, the angle between the body and the arms is about 60 degrees, which I find ideal for lower chest development. 6. The next exercise continues the pattern from before, and it's a decline fly. I’ll do this either with dumbbells handed to me by a partner, or on a narrow cable machine as a crossover. If doing on a cable machine, then I’ll increase the downwards angle to 60 degrees or thereabouts, so that the handles meet at belly-button or navel height and about a foot in front of me. As with all fly

movements, there is maximum concentration is on isolating the chest motion, especially on the cables, as it is easy to let other body parts come into action from this standing position. 7. My final exercise is usually a dumbbell pullover, lying on a bench, holding the top edge of a dumbbell vertically with straight arms overhead. I lower the weight backwards behind my head, then back up again. I keep the elbows locked to exclude movement at the tricep, and try to go a little lower with each rep of the set. I find this works the innermost part of all the chest rather than any particular segment in the upper-middlelower continuum. Ideally it’s done with a partner to hand the weight to me by putting it on my chest, as it’s not the easiest to position for this with a heavy dumbbell on your own. That completes my workout. By now, I’ve pretty much exhausted myself in the chest department, and the gym top I’m wearing has become noticeably tighter over those 50 minutes. A good feeling! Then I’ll follow the workout with some protein shake and BCAA’s, as well as some fresh fruit, all within 15 minutes. I don’t always follow that order, the order shown is my main preference but I do sometimes change it for variety and depending on availability of equipment in the gym. I’d rather substitute or change the order of an exercise than wait for my first choice to become free. Does it get boring doing the same workout every five days? Absolutely not – for all the first 6 exercises, I have at least 3 variants with different types of free weights and cable and other machines – so that is 18 different workouts just by playing with those options. Then add the options I have by re-sequencing the exercises, and I reckon I rarely do the same workout twice in a year. I hope that’s of interest. Many of the principles also find their way into workouts for other body parts, of course.

Chris Zaremba used his nutrition and training strategies to transform from very overweight to contest-winning condition in five years starting at age 50. Check out Chris’s website for more tips for those over 50: www.FitnessOverFifty.co.uk

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spotlight

CREATING FITTER COMMUNITIES Ellen Rowles from Action PR looks at community outreach and the successful strategies operators are using to reach out to different groups within their communities. One in seven people are members of a gym, taking UK penetration to an alltime high of 14.9%* yet there are still huge groups of people we as an industry fail to connect with. Rather than waiting for those groups to come to us, should we be doing more to reach out to different community groups in ways that encourage them to be move active on their own terms? Traditionally local authority leisure providers have lead the charge on community outreach, but increasingly more private operators and boutique studios have followed suit, recognising the benefits of community engagement on membership and overall revenue.

every week. A discounted membership rate is offered to all attendees, and fitness and health awareness days at the temple have allowed Everyone Active to reach out to new members, promoting the benefit of exercise. In particular, the women’s only classes now on offer at Southall Sports Centre have been extremely popular with the Sikh Temple members. The Harrow contract has worked hard to host disability sports days, which have been hugely successful in getting more of the local disabled population into the leisure centre and participating in a range of activities. Harrow Leisure Centre has introduced a new Active Community Monday’s scheme which is aimed at older generations of the community. The programme offers activities such as Yoga, Tai Chi, group exercise classes and specialist gym sessions. The sessions focus on bringing people together to help

Everyone Active Ealing, Brent and Harrow Contract Everyone Active centres in Ealing, Brent and Harrow have seen great success increasing participation. The year-on-year increase in centre attendance has been impressive, rising significantly since Everyone Active took over the contract, and up 13% from 2014/152015/16 across all boroughs. Ealing in particular has seen great success with attendances up 25%. This success comes from a programme of tailored outreach, to engage different ethnic and religious groups within the community. The team at Southall Sports Centre, Ealing, have been working closely with the largest Sikh Temple in the western hemisphere, visited by over 10,000 people AUGUST 2017

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tackle issues such as loneliness and even includes a regular talk from different groups offering advice such as the local fire service. Lastly, as part of their community outreach scheme the centre has also been working with different religious groups within the community and offers extended hours during Ramadan to cater for everyone’s needs to ensure that Muslim members of community can still keep active whilst fasting. Over the Ramadan period the centre extends its opening hours until midnight during the week. “It is important for leisure facilities to cater to all members of the community, not just those who are already actively engaged and that we know enjoy fitness,” says Mark Leahy, Everyone Active Regional Contract Manager. “Providing specialised programmes for these users will help to integrate them into the physical activity sphere and widen participation by promoting sustainability and lifelong health. Meeting their needs in a personalised setting means that individuals are much more likely to stay and further improve their health.”

Boom Cycle “Community is truly one of the reasons behind the success and proliferation of boutique studios. Humans are social animals; we want and crave kinship and boutique studios are perfectly positioned to deliver this. By creating a group activity and by doing it in a way that allows customers to experience something out of the ordinary together. This results in a sort of brand loyalty and passion that is very hard to achieve. It also forces you to put the needs and desires of your consumers at the forefront of your thinking, helping deliver more to consumers of what they want - something many businesses could do more of,” says Robert Roland, Co-founder of Boom Cycle.

“However, it's very clear in successful boutique studios that while the demographics of users cross many age groups the vast majority tend to be within a narrow demographic. So of course more work can be done to cross beyond this core customer base,” says Roland. Boom Cycle runs regular events in partnership with different charities to offer the Boom Cycle experience whilst raising money for a great cause. Most recently they have worked with the Alzheimer’s society, Cancer Research UK and Help the Homeless in order to bring different people together. At these events depending on how much the charity is aiming to raise, they can set their own price tickets. It’s a fantastic way for new people to experience Boom Cycle and create a real party atmosphere. They also run their own events such as Girls Night (SP) IN, which they launched two years ago. Typically, these events occur every three months. The night kicks off with a 45-minute spin class, dancing to the beat of the music for 45 minutes, after the class Boom host ‘the ultimate’ slumber party in another room at the studio. To enhance the events, Boom Cycle partner’s with some fantastic organisations such as The Braid Bar and cheeky nails to offer attendees some pampering whilst also giving participants take-home goody bags. “We’ve seen a huge success with these events as they pretty much sell-out right away! It’s another great way for friends to just get together and have a good time, whilst still keeping active. At our last Girls Night (SP)IN we partnered with the charity Jo’s Cervical Cancer Trust and all funds on the night were donated to the charity,” says Hilary Gilbert, Co-founder of Boom Cycle. “Other ways in which we try and reach out to different communities include a partnership with Santander which we ran last year. We were working with them to support their Unlock London campaign which was all about getting more people to explore London landmarks through using Santander Bikes. Members of the public were able to enter a free ballot to have the chance to take part in a spin class on a modified Santander Bike at an iconic London landmark such The Shard, Tower Bridge and even on Regent Street,” says Gilbert. “Lastly, we also run regular in-house talks and workshops to reach out to our communities but overall it’s about working on a daily basis to be as open and accessible as possible to all. For all fitness sectors there is a business as well as moral case to go beyond the core customer base and collectively we can push the penetration rate up even more and surprise those outside the industry in a good way,” adds in Roland.

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spotlight Pulse Health & Fitness Carshalton Operator Pulse Solutions, the dedicated business support arm of the Pulse Group, in partnership with Carshalton College, Pulse Health & Fitness Carshalton is a dual-use facility appealing not only to the needs of a student community and its staff but also to the wider population. Open seven days a week the complex provides the college with a vibrant and modern mix of fitness, health, sport and relaxation activities and an invaluable income by offering affordable membership packages to the wider community. Added benefits such as daily student timetabled access, discounted memberships and an expansion not only to the college’s existing curriculum offering but also to the diverse portfolio of courses available, all contribute to the prospering growth of the college’s local and national status. To ensure though that they can appeal not only to students the facility runs a varied programme of activities to try and engage with different members of the community. “At Pulse Carshalton the facility has become a real hub for our local community. Last year we installed Pulse’s new ‘Gym Bar’ brand, which offers a wide range of healthy smoothies with the option of an added protein shot to supplement a pre or post workout drink. The bar is proving popular with everyone, both guests and members alike and really brings new members of the community into the facility and see

what’s on offer,” says Pulse Health & Fitness Carshalton Centre Manager Danielle Clark. “Another tactic which has proven really popular is our Fridays with Friends scheme, which we typically run at least once a month. We invite all our members to bring as many friends with them as they like to come and try out our facilities for free for the day,” says Clark. “It’s a great way for people to have the opportunity to come and experience everything that we offer. We’ve received some great feedback as we know that some people can feel slightly intimidated coming into a gym facility for first time on their own.” “Hosting regular open days are also a great way to try connect with your local community. Back in May we ran a great event over the bank holiday weekend and offered a whole range of free classes, gym taster sessions as well as swimming sessions. We also ran a range of different exclusive membership offers and discounts on the day as a way to encourage people to join the centre.” “Other ways we try and engage with our community include different charity events such Zumba Masterclasses and even quiz nights. We appreciate that not everyone will always want to come and take part in some of the more challenging elements of the gym, so we always and try offer something a little different that help engage all areas of our local community.” * The 2017 State of the UK Fitness Industry Report

Action PR are a specialist fitness PR and marketing agency with dedicated consumer and B2B divisions. Working with leisure operators, luxury boutique gyms, consumer brands, nutrition products, fitness equipment and technology companies is their passion. For more information visit www.actionpr.co.uk. AUGUST 2017

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Ian King, Parkwood Leisure Area Manager and National NGB Lead “As more operators in the sector recognise their vital role in supporting the public health agenda, closer links are being forged with health providers in local communities to deliver cohesive, integrated solutions. At Parkwood Leisure, we’re committed to playing our part and ensuring our leisure centres are seen as credible health partners. Through the Steps to Health exercise referral programme, we have demonstrated the positive outcomes that can be achieved through closer co-operation with GPs and primary health care providers. Since it was established four years ago to combat ongoing obesity and health inequalities within the London Borough of Bexley, where 23% of adults are classified obese and 47% inactive, the programme has helped improve the wellbeing of thousands of residents with medical conditions including depression, diabetes and obesity. Unlike traditional exercise referral schemes which

offer 12-week support for users, our programme provides a safe and structured programme of support for up to three years. This enables outcomes to be developed over time and users to see results. In Bexley, our partners include over 80 GP surgeries, the local authority and health practitioners, three leisure centres, Parkwood Healthcare, ukactive and Sport England. The programme’s high retention rate (currently 87%, over double the national average), and outcome success have been used as a benchmark by ukactive for all other Exercise Referral schemes in the UK and the impact of the partnerships has provided 400% growth of the S2H programme, ensuring over 1,250 people in the London Borough of Bexley are more active, more often. Parkwood Leisure is planning to roll out the Bexley scheme nationally in 2018 to further develop this network and ensure we continue to have a positive impact on public health.”

'Unlike traditional exercise referral schemes which offer 12-week support for users, our programme provides a safe and structured programme of support for up to three years'

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OPINION

TECHNOLOGY AND CONNECTIVITY – DELIVERING AN OUTSTANDING MEMBER EXPERIENCE Kerstin Obenauer, Head of Implementation at eGym UK, explores how eGym technology can help gym owners deliver a bespoke and rewarding experience to every member. Recent advancements in digitalisation and widespread access to high speed internet have opened up a whole new world of opportunity when it comes to communication and data sharing. When used in the right way, to deliver a bespoke results-focused service, technology can significantly enhance a member’s training experience, keeping them engaged and paying their membership subscriptions for longer. The major advantage digitalisation offers gym owners is the creation of a connected environment. It is now possible for each member to receive, collate and share individual information seamlessly across multiple data sources. Members can also receive regular, real-time feedback on performance and advancement towards their goals from their first gym visit. This creates a much more cohesive member experience and has a huge positive impact on goal achievement, motivation and the fun factor – all key components of member retention. AUGUST 2017

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Goal achievement Gym owners need to focus more on helping members to succeed rather than on reminding them to visit. Members who see visible progression towards achieving their fitness goals are much more likely to continue to train, than those who do not. Traditional resistance equipment is far less intuitive than cardiovascular equipment so there is a danger that a member will fall into the habit of simply going through the motions on each visit, rather than engaging in progressive exercises which continually drive towards goals. Gym owners need to find ways to help members constantly challenge their ability – pushing themselves to achieve a little more on each and every visit. This can be achieved through regular instructor interventions and programme reviews, but this can be very labour intensive. It also places huge responsibility on the trainers to be constantly interacting with members. Not just the members who are responsive and easy to engage, but also the members who are less confident and not as frequent in the gym. One solution is to provide automated resistance equipment so that the member does not have to take responsibility for deciding on their own set up and resistance progressions each time they visit. This is all taken care of, leaving the member to focus 100 per cent on performance. The eGym solution is totally automated supporting the member through the performance of the optimal movement pattern and pace. This unique approach ensures a member focuses on every repetition, every set, every exercise. This increases the effectiveness of every training session, constantly moving the member closer to their training goals and taking the pressure off the trainers. Gym owners should also look to engage technology that delivers real-time training updates and plans to members. In this digital age, people are used to having fingertip access to 72

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all kinds of data from the weather and traffic reports to news and retail promotions. It now makes total sense that they should also have access to their training programmes and activity log. There are many training apps on the market and eGym has developed its own, highly advanced Fitness App which connects the member directly to the gym trainer as well as connected equipment. Workout plans created by the trainer via the eGym Trainer App are instantly visible to the member in real-time. Workout results recorded by the member in the Fitness App then automatically drop into the Trainer App to allow the trainer to also monitor the member’s progress. As the member progresses through their workouts, the data automatically records from both the eGym equipment and from equipment of connected cardio equipment suppliers. Free weight and functional training activity can also be updated through simple tick box activation. This ensures the member’s information always reflects their current workout status and gives them, and the trainers, real-time access to training information, available anytime, anywhere. Electronic data sharing, in this way, hugely cuts down on the inefficiencies of paper systems and means that a member can receive instant and regular feedback in between one-toone appointments with a trainer. Again, keeping members on track to achieving their goals.

Motivation Regular feedback on performance, especially in the early stages of membership, is also really important because many physiological benefits of training are not visible in the first few weeks. This means that somebody new to exercise, who has invested time and money into a gym membership will usually be unable to see any return on their investment during the critical first three months of membership.


OPINION

To tackle this issue, eGym has developed a number of scientifically-driven features. Firstly, at the initial induction, every member performs a one rep max strength test on each piece of eGym equipment. Results are recorded and used to automatically calculate the optimal training weight. At regular intervals, prompted every 6 visits, the strength test is repeated to continue to progress training. Assuming the member has followed all advice delivered by the trainer and user interface on the equipment, performance improvements will be evident very quickly, usually even as soon as a few weeks after the induction. This instant success feedback is highly motivating. Secondly, the results also identify any muscular imbalances which a member can work with the trainer to correct. As strength tests are repeated, progress towards resolving these imbalances are reported, again, giving the member regular feedback on the physical benefits of their training plan. Results also report on a biological age. The feature is designed to ensure the member performs the strength test at their best every time. As strength improves, the biological age reduces, again providing instant feedback on performance improvements. eGym has also built a function into the Fitness App which informs a member of the health benefits, recommended by The World Health Organisation, they can expect to experience if they continue to train at their current level. These insights help the member to recognise the benefits of their workout activity level – keeping them engaged and encouraging a long-term commitment to an active lifestyle.

as many coins as they can. This injects an element of fun whilst also encouraging optimal movement patterns. In addition, points are automatically awarded as activities are completed, with the number of points allocated being determined by a combination of intensity, duration or number of repetitions. The system integrates all eGym connected partners so activities recorded on partners’ cardio kit or via a fitness tracker will also earn valuable points. As points accrue, the member visually progresses through a number of activity levels, documenting the member’s exercise progress. To reflect the effects of exercise, if activity ceases for a period, the member regresses back through the levels so the incentive is there to ensure activity remains consistent. To add a further layer of stimulation, total points gained can be compared with friends and other gym users via the ranking feature. This creates connections between members and encourages playful competition. Gamification is currently underutilised in the fitness sector and it’s predictable that over the next few years we will see more and more examples of it being used as an engagement tool. In summary, the member experience needs to sit at the heart of any gym offering. If gym owners get this right, the financial rewards will follow through improved acquisition from referral and member retention. The relationship a member has with the gym team will always play a key role in their experience but it is now possible to enhance this further through clever use of technology. eGym is continually developing its product to support gym teams, providing a member experience which is results-focused, motivating and fun.

Fun Working in the fitness sector, we sometimes find it hard to comprehend the harsh reality that, for many, working out is a chore, not an addictive pleasure. Gym owners need to find ways to place gamification at the heart of the members training experience. For years, gym owners have used music and visual entertainment through the installation of huge television screens to help members take their mind off the exercise being undertaken. This approach does nothing to support the progression of the member towards their goals and unfavourably can also create bottlenecks on equipment. By using gamification to enhance the workout as well as the experience, the member’s focus remains on completing every rep of every set on every piece of equipment, paramount to their training goals and continually pushing them towards success. This is exactly why eGym has incorporated a number of gamification features, relayed via the digital user interface on the strength equipment and the Fitness App. For example, as each repetition is performed, the member is encouraged to follow the performance curve displayed on screen and collect Kerstin Obenauer has more than 20 years practical experience in the fitness sector. Having achieved a Masters Degree in sports science and a Masters Degree in economics, Kerstin has enjoyed a successful career as an operator, a PT and an international presenter and educator. Sharing knowledge and helping others to maximise their potential is Kerstin’s passion and a central component of her role as Head of Implementation at eGym UK. AUGUST 2017

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Ask the expert Got a problem you need solving? Our team of experts are here to help! If you have a question you’d like answered, get in touch – email np@gymownermonthly.co.uk

Empower your staff Q. How can I ensure that an investing in training will deliver a benefit to member and staff retention? Lisa Cates, London

Richard Proctor, CEO of Bay Leisure, answers:

Across our three Simply Gym sites in Llansamlet, Gorseinon and Cwmbran, we have really reaped the benefits of ensuring our staff receive the highest quality of training available. A key point of difference for us from our competitors is the presence of a Life Fitness SYNRGY360 fitness system at the heart of all our functional training areas, making it vitally important our staff are equipped with the expertise to help our members get the most of it. We offer a broad range of small-group SYNRGY360 classes free of charge to our members and this has been made possible by the level of dedicated training that our staff have had from the Life Fitness Academy. Our staff have received a range of bespoke training sessions including Mentor Training, Interval Training, Small Group Training and Strength & Conditioning which have allowed them to maximise the potential and diversity of the equipment,

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delivering the highest level of advice and motivation to our members. Providing our staff with such a comprehensive training offering empowers them to improve themselves and give them all the tools required to perform their job to the best of their ability. In turn, our members receive the benefits of our staff having additional knowledge and receive the necessary support to help them reach their fitness goals. The training has hugely benefited our class planning and delivery, allowing us to offer Synrgy Starter, Synrgy Core, Synrgy Max, Synrgy Body Weight and Synrgy Circuit classes across all three locations, giving our members a great range of classes to choose from. By offering Synrgy sessions to members of all levels of fitness and experience, it gives them a great variety to their workouts and helps establish loyalty to our gyms.


TRENDS

Appointments A round-up of industry movers and shakers Action PR Appoints Head of Industry Specialist health, fitness and lifestyle PR and marketing agency Action PR has appointed Miranda Markham, formerly a Director at PR agency, Citizen Relations, as Head of Industry. In this newly created position, Markham will develop and oversee strategy on the agency’s portfolio of industry-focused accounts, which include Everyone Active, DW Fitness First, Youth Sport Trust and Future Fit Training. Miranda Markham

With more than 10 years’ experience in communications, social strategy and PR working with some of the world’s most preeminent brands, Markham will also be involved in end-to-end new business planning, agency growth and expansion. Cheryl Hersey, Director at Action PR said, “Miranda brings with her a wealth of strategic PR experience

which will be invaluable as our client portfolio continues to grow. As the fitness industry continues its rapid expansion, and opportunities to win international business present themselves, I believe Miranda’s global experience will give us another edge in this increasingly competitive industry.”

eGym appoints European Director eGym has appointed Eric Wenig, previously Vice President at Nutanix, Hitachi and HewlettPackard, as European Director to oversee and drive the continued expansion of the brand across the region.

Eric Wenig

With a Degree in electronics, Eric has spent the last three decades engaged in building platforms for digitalisation, helping companies to realise and exploit the new opportunities offered by a digital world. This has successfully meant driving forwards new innovations and new value concepts, forcing whole industries to re-evaluate the way problems are solved and solutions are delivered. Speaking of the new appointment, Daniel Donhauser, Chief Commercial Officer at eGym,

says:“Eric brings with him extensive experience and will continue to support eGym in its mission to challenge the way fitness is delivered, disrupting markets and pushing the boundaries of possibility. eGym now has a presence in 13 European countries as well as The United States. Eric will work closely with the various European teams, and will focus attention on increasing the brand’s foothold in existing territories as well as taking the concept to new markets.”

Alliance Leisure bolsters senior team Alliance Leisure has made a raft of new appointments across its business development team to support increasing demand for new leisure developments across the UK. To accommodate this increase in new business, James Foley has been appointed to the new position James Foley

of Commercial Director. James joined Alliance Leisure in 2012 as Business Development Manager of the North. In his new role, James will oversee the delivery of new projects.

Joining James on the senior management team are Tom Fairey and Julia Goddard. Both have been promoted to Senior Business Development Manager in recognition of their valuable contribution to the business. The senior team will continue to work with the growing portfolio of public sector partners to regenerate leisure provision across the UK.

Tom Fairey

Send your company news to: np@gymownermonthly.co.uk Julia Goddard

AUGUST 2017

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Profile for Gym Owner Monthly

Gym Owner Monthly - August 2017  

Gym Owner Monthly magazine is the UK's No.1 digital magazine for gym owners and fitness professionals. Every month Gym Owner Monthly deliver...

Gym Owner Monthly - August 2017  

Gym Owner Monthly magazine is the UK's No.1 digital magazine for gym owners and fitness professionals. Every month Gym Owner Monthly deliver...