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

ISSUE 21 // December 2017

MARKETING Network the Right Way

Leisure Centre Swimming Pool Health & Safety Hazards London’s Best Kept Secret:

Mike Burt introduces us to One Performance UK

How the High-Tech Fitness Experience Went Mainstream CHRISTMAS ADVICE FOR PERSONAL TRAINERS AND FITNESS MANAGERS

JP Blazek

My Ironman Journey DECEMBER 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


HD Athletic Perimeter

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


Welcome... …to the December 2017 issue of Gym Owner Monthly Magazine. It has most definitely gotten colder and darker, and the Big C (that’s Christmas in case you were wondering about my language) is almost upon us. As we are closing out 2017, and getting ready for the New Year – and with it a whole host of resolutions, some of which will become reality, some of which will fall behind - we have put together one last issue for you for 2017. In this month’s issue, you can learn more about our JP Blazek’s Ironman Journey, who is gracing our cover this month, on pages 14 - 15, and (virtually) meet Mike Burt from One Performance UK, and Dean Boyle from Gym Upholstery UK, on pages 26 – 29, and 34 – 36 respectively. We have also assembled a host of Marketing and Christmas Tips from the likes of Daniel Nyiri, on pages 52 – 55, and Keith Teague on page 57. I am now getting ready to move across the pond, Christmas isn’t stressful enough you see, but rest assured, we have big plans for 2018, including our very first Boutique Gym Event, and of course monthly issues of Gym Owner Monthly Magazine, The whole team wish you and yours a fantastic festive period, and a successful start into the New Year. See you on the other side!

Nicky & The GOM Team

EDITOR:

MEDIA & MARKETING MANAGER:

PUBLISHING DIRECTOR:

Nicky Sefke

Sonja Sefke

Paul Wood

ns@gymownermonthly.co.uk Tel: 07922 520 935

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

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

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

 @GymOwnerMonthly  gym-owner-monthly-magazine

Keep up to date

The only fitness industry magazine endorsed by British Weight Lifting

COVER MODEL: JP Blazek

© 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.

DECEMBER 2017

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Contents TRENDS

14 24

07

17

38

34

17

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4

26

09 50

News The latest news and hot topics in the industry.

62

Appointments A round-up of industry movers and shakers.

Flooring What’s Going Down? Matt Johnson & Paul Farrell on flooring trends

26

London’s Best Kept Secret Mike Burt introduces us to One Performance UK

34

Vision, Health & Hygiene Dean Boyle on his business Gym Upholstery UK

38

PT of the Month We meet Evelina Krapane

SPOTLIGHT

EXPERIENCE

07

2017 & 2018 - The Year Ahead What we are up to

60

14

My Ironman Journey JP Blazek tell us about training for, and completing his second Ironman

BUSINESS

24

The Power of Nutrition in Boosting Revenue Daniel Herman from Bio-Synergy on supplementing your profits

DECEMBER 2017

17

Ask the Expert Leisure Centre Swimming Pool Health & Safety Hazards

Data An Operator’s Best Friend Kerstin Obenauer from eGym on how to successfully use data to your advantage


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46

36 21 57

52

41 48 46

Christmas Close Out Advice for Personal Trainers and Fitness Managers Matt Gleed on session sales vs. services for the New Year

52

Get The Word Out Daniel Nyiri on marketing and finding your influencers

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

TECHNOLOGY

21

FITNESS

41

Indoor Cardio Feature Tips surrounding Indoor Cardio

48

Fit For Life Chris Zaremba shares how and why he got fit

OPINION

GEAR

36

31

How The High-Tech Fitness Experience Went Mainstream Lauren Hickey on how High-Tech is now commonplace

31

Improving Your Gym Induction Process Keith Smith on how to improve an important part of the Gym Experience for members

57

Merry Fitmas? How to Boost Attendance in December Kevin Teague’s tips for the Festive Period

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

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spotlight

2017 & 2018 The Year Ahead The GOM Team on the New Year, and some facts about 2017 as it draws to a close

2017 is almost over, which naturally means, 2018 is almost here. As they say ‘Go Big or Go Home’, and that is certainly our motto here at Gym Owner Monthly Magazine. 2017 saw some changes on our in-house team, and we are raring to go to make 2018 our year, and yours! We will of course be providing you with the great regular content we always provide, but we will also focus on subjects so far untouched, such as Rehabilitation, Disability Access, Obstacle Races and so much more. As part of this, we will also be looking at Gyms worldwide – we’re sure we can all learn from each other, and become bigger and better! As part of this, we will also be introducing reviews of products and services by our team, to give you all the facts, information and the lowdown.

Do you think you have the best product, kit or service going, whether in the US, Europe, or anywhere else in the world, and want to see a review right here in the magazine? Email Nicky at: ns@gymownermonthly.co.uk DECEMBER 2017

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spotlight

With a flurry of events happening next year, these are the ones we’re most looking forward to:

IHRSA 2018 21-24 March, San Diego, USA

FIBO 2018 12-13 April, Cologne, Germany

Bodypower 2018 11-13 May, Birmingham, UK

Boutique Gym Event 6 June, London, UK

The total UK fitness market has just over 6,700 gyms and an overall penetration rate of 14.9%. England, the largest and most populous country, is home to most of the UK’s gyms; it also has the highest penetration rate (15.3%). Northern Ireland, Scotland and Wales all have penetration rates over 10%. How much growth will the industry see in 2018? 8

DECEMBER 2017

NORTHERN IRELAND

SCOTLAND

Fitness Market

10.2% WALES

12%

165 gyms

14.5%

600 gyms

ENGLAND

15.3%

5,600 gyms

360 gyms UK Fitness Market

Source: 2017 State of the UK Fitness Industry Report


TRENDS

News

Upfront

What’s hot in the fitness industry

British Rowing and British Triathlon Announce Grassroots Partnership British Rowing and British Triathlon, the national governing bodies (NGBs) responsible for creating the innovative mass participation products Go Row Indoor and GO TRI, have announced a partnership to cross-promote and align their activities. The biggest event is the British Rowing Indoor Championships, presented by Visit Sarasota County taking place on Saturday 9th December 2017 at the Olympic Velodrome. Pitched at a similar audience, British Triathlon’s GO TRI product is designed as a fun and informal way for people to access triathlon for the first time. For those not ready to take on a full outdoor triathlon, the GO TRI Gym product provides in-gym training delivered by triathlon-trained instructors to practice and progress swimming, cycling and running skills. The GO TRI Gym Challenge currently recommends indoor rowing as an alternative to swimming, where there is no pool access or where the swimming Helen Rowbotham, Director of Innovation at British Rowing, says: “We are excited to be working with British Triathlon on the integration of indoor rowing within its GO TRI Gym Challenge product. There is a natural alignment between our products, with indoor rowing being a highly effective work out, which is perfect for cross training. We’re confident that this

element is considered to be a barrier by the participant. With recent research highlighting indoor rowing training as a key skill gap amongst fitness professionals, this partnership between the two NGBs will ensure professionals have access to highquality indoor rowing training, both as a stand-alone activity and as a key component of future GO TRI training.

unique partnership will enable us to attract new

Jenny Vincent, GO TRI Strategic Lead at British Triathlon, adds:

participants to help grow both sports.”

“There is great synergy between our brands, and as forward

British Rowing’s indoor rowing strategy, Go Row Indoor, brings together industry partners, addressing barriers to participation and growth, and provides a collective voice and profile for the sport of indoor rowing that hasn’t previously existed. The new programme includes training for fitness professionals, a series of group exercise class models, a wide range of training resources including a tracker and challenge app, as well as national and regional events.

thinking NGBs we have similar visions for mass participation. As part of our agreement with British Rowing, we will include Go Row Indoor components within the GO TRI Gym training product and associated resources. Where appropriate to the setting, we’ll also promote indoor rowing as an alternative third discipline within existing GO TRI events.” Reflecting market demand, the partnership will also explore

DECEMBER 2017

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opportunities to develop new indoor rowing triathlon challenges, events and other supporting resources. It is hoped that the partnership will help both British Rowing and British Triathlon achieve their respective participation goals – to increase the number of people indoor rowing by 10% over four years; and to encourage 25,000 people to register for GO TRI by April 2019. For more information about Go Row Indoor, please visit www. britishrowing.org/indoor-rowing, or to find out about GO TRI, please visit: www.gotri.org.

Marketing experts to feed into DataHub intelligence tool

It leads to more informed decisions and adding Bigwave media’s expertise to our specialist partner programme can only help the sector to create more links between what they do, when they do it and how they market it in order to improve health outcomes.”

Hatton Academy Announces 2018 Course Dates New course calendar is Academy’s most extensive to date, with 25+ courses nationwide during first half of the year Hatton Academy, the UK’s number one boxing training provider and backed by four-time World Champion Ricky ‘the Hitman’ Hatton, has released its most comprehensive course calendar to date for January-July 2018. As the only training provider to be accredited by REPs, CIMSPA and the British Boxing Board of Control, Hatton Academy offers a multi-level ‘boxing for fitness’ programme designed to ensure fitness professionals can incorporate boxing skills into any fitness training programme, effectively and safely. The courses are specifically designed to equip trainers with comprehensive technical boxing knowledge without the need for contact and as part of one-on-one or group training sessions through three levels of training; Boxing Fundamentals, Advanced Boxing and Elite Trainer.

Bigwave media has joined the DataHub as an official partner and licensed reseller of its modules. The agreement will see the sport and leisure marketing company inputting its knowledge and expertise – based on 10 years’ experience running campaigns for more than 450 leisure facilities annually – into developing the DataHub’s Marketing Intelligence module. The DataHub provides an automated, secure way for health, fitness and sports providers to aggregate physical activity data, allowing them to benefit from sector-wide shared business intelligence, best practice and benchmarking for the first time. It’s the largest repository of sports and leisure participation data in the UK, holding data from more than 320+ million visits to more than 1,300 health clubs, sports facilities and leisure centres.

In response to a growing demand coupled with the rise in popularity of boxing in fitness, the schedule is the Academy’s busiest to date, with more than 25 courses over six months and venues across the UK in London, Manchester, Edinburgh and Cardiff. Private group sessions can also be arranged with Hatton Academy master trainers. The new course calendar coincides with the re-launch of Team Hatton, a members-only platform that provides access to the latest news, exclusive interviews and behind-the-scenes content from Hatton Boxing. For Hatton Academy qualified instructors, Team Hatton also offers extensive information, programmes and content to support the delivery of training sessions.  Session plans for Hatton Boxing’s new group exercise concept

DataHub’s Marketing Intelligence module uses this sector-wide business intelligence to inform targeted local marketing campaigns. Automated processes help to reduce administration time, alleviating some of the manual email management leisure providers often handle. The module seeks to positively impact customer growth and retention by improving the member journey.

Fight Camp are also now available via the platform; designed by

Simon Beer, Digital Director at Bigwave Media, said: “The partnership will enable us to further understand and feed in what ‘good’ looks like for marketing to the sector, based on working examples and campaign metrics. This will help to provide insight to DataHub Club members on the most appropriate communication channel for their demographic groups.

www.teamhatton.com.

“We will be able to offer users both strategic and practical support around all aspects of marketing to their key audience, from implementation and templating to usage and integrated campaign management.”

If you’re a staunch coffee lover, you may already be familiar

Chris Phillips, DataHub Head of Sales said: “Amassed data is power. 10

DECEMBER 2017

expert master trainers, Fight Camp combines boxing skills and high intensity training to incorporate into group and one-on-one sessions. Visit www.hattonacademy.com to view upcoming course dates and to find out more about joining Team Hatton, visit

Nitro Coffee: The Best Way to Fuel your Workout with one of the biggest trends to hit the coffee market this year. On appearances, you’d be forgiven for thinking you were drinking Guinness or Craft Beer. Like beer, Nitro coffee is served through a tap and like Guinness it needs a little time to settle. But the result is distinctly un-beer


TRENDS

Energy drink sales have

University of Warwick to have ‘the most active university campus community by 2020’

been increasing steadily

Plans for new £49m Sports and Wellness Hub to open in 2019

like; silky, smooth, velvety, ice-cold coffee. It’s delicious and the perfect pre-workout energy boost!

during the last ten yearssales are estimated to be 150% up against 2007. But pre-mixed drinks containing gas, taurine, creatine and who

The University of Warwick has the vision to ‘build the most active ‘University campus community in the UK by 2020 with everyone active everyday’. Following a competitive tender process, Technogym has been confirmed as partners and suppliers of the new Sport and Wellness Hub, using its mywellness cloud technology

knows what else are not

and state of the art equipment to help bring this vision to life.

exactly compatible with

Warwick Sport has a mission to inspire and motivate Warwick

the expectations of the tech loving, Instagrameverything, gym-goers of today. It is possible to provide your members with the caffeine they enjoy in a format that is natural, without additives, fat, sugar or dairy and that is brag- to yourfriends and Instagram worthy.

students, staff and the wider community to engage in an active lifestyle and ensure a positive experience in relation to sport and physical activity at Warwick. At the very core of Warwick’s strategy is a firm belief that participation in sport and physical activity is an extremely positive thing that not only directly benefits the individuals who participate, but also their wider social networks

We are entering what some have called ‘the golden age of fitness’

and community at large. For Warwick, having a regularly engaged,

with the number of clubs and members at an all-time high. Whilst

interested, sociable and active community is highly beneficial in

this is great for the nation and for the industry, it means that the

terms of setting down the foundations to enhance students’ skills,

pressure is on to differentiate your club from the competition. We

build lasting positive relationships and enhance its reputation as a

don’t need to tell you that a loyal customer base is a key success

university of choice.

factor for all clubs and that you build your business on regular members that return to the club week in, week out. But equally important is ensuring that there are new pieces of kit to keep them interested, so that the craving for a change of scenery never creeps

As part of this mission, the University of Warwick is investing £49 million into new sports facilities across campus, including a new Sport and Wellness Hub which will contain a plethora of facilities

in.

for students, staff and the wider community to utilise. The Hub

This is where we can help! Our Brew’d Nitro Cold Brew system is

high performance strength and conditioning area; cardiovascular,

sure to be the perfect addition to your gym and a cost-efficient way of creating excitement in your club. Whether your main focus is on technology, performance, member experience or all three, Nitro

will also house the largest gym in Higher Education including a weights and functional training area; dedicated Group Cycle studio and ergo room, alongside four additional studios to deliver classes.

coffee is sure to tick all the boxes. Perfect for the gym and health

Prior to the new Sport and Wellness Hub opening, Warwick Sport

club market, it is easy to install, requires no kegs, fridges, nitrogen

will be working closely with Technogym in tracking participation

canisters or water supply and can be installed almost anywhere.

levels using the mywellness cloud technology, as well as

9 Reasons to Get Brew’d 1. At 77mg per 100 ml it has twice the caffeine of most energy drinks

implementing initiatives across campus to encourage individuals to be more physically active. “We are excited by the prospect of continuing our partnership with

2. It has no added sugar

Technogym to achieve our ambitious vision,” said Lisa Dodd-Mayne,

3. It’s Zero Fat

Director of Sport & Active Communities, University of Warwick,.

4. It’s dairy free 5. It’s gluten free 6. It’s low calorie – just 16 calories per serving 7. It is cold, so won’t make your members hot before a workout 8. Brew’d is a self-contained unit- no kegs, nitrogen gas, fridge or water supply required!

“Their ethos and vision to spread the wellness lifestyle and inspire people to take up physical activity to protect their health aligned perfectly to our active campus vision. The Technogym team showed real passion in supporting us and really got into our DNA to understand what we were trying to achieve As a global brand with an exceptional reputation in the world of sport for quality, innovation, technology and performance, they are a perfect fit to ensure our new gym facility provides an exceptional experience for

But most importantly…

our users.”

9. It’s profitable! You can make money selling Brew’d in

“The University of Warwick’s vision is truly impressive and we are

your club.

proud to be supporting them with bringing it to life,” said Steve

To find out more about why Brew’d Nitro Cold Brew is the

Barton, Managing Director at Technogym UK. “We share a passion

best way to fuel your members’ workouts and about the

for getting people active and look forward to continuing to work

other great range of coffee and beverage solutions we have

closely with the Warwick team over the next few years to help

to offer call 0800 8499110 or visit www.liquidline.co.uk

them achieve their mission.” DECEMBER 2017

11


TRENDS

5 Top Tips for Increasing the Versaclimber Approaches The Number of Promoters in Your Peak Of Group Class Training Following the launch of Europe’s first Versaclimber group training Club Based on the latest findings from their research partnership with esteemed academic, Associate Professor of Sport and Health Sciences at University of Exeter, Dr Melvyn Hillsdon; TRP (formerly known as The Retention People) have shared with us their recommendations for increasing the number of brand advocates in your club. With previous research showing that members who are club Promoters (scoring a 9 or 10 on their NPS®) have better retention rates, TRP wanted to understand what gym owners and managers can do to increase the number of Promoters on their books. In their last report, it was discovered that there is a strong correlation between whether a member receives communication from fitness staff when they visit their club and whether they are a Promoter. This led to the latest research in which the impact of more communication channels, both those in-club and away from club, are examined in depth. You can download the full report ‘Can a Comprehensive Communication Strategy Increase Member Loyalty?’ (containing all the findings) for free on the TRP website here. 1. Tailor Communication Channels Tailor communication channels to specific member groups where possible (namely face-to-face communications, email, telephone and SMS). This is particularly important for male members, who the research shows have differing preferences dependent on length of membership and age. 2. Don’t Undervalue Time Spent Talking to Members Maintaining an ongoing conversation with your customers is as important as ensuring your changing rooms are clean. Keep operational hassles to a minimum and use communication to delight members and overcome those issues you can’t resolve. Receiving just 2 channels of communication is shown to remove the negative impact on the likeliness of being a Promoter that a single bad club experience can create.

class in March 2017, the popularity of the infamous training tool has gone from strength to strength, with more people than ever now realising the effectiveness of this full body workout.

London boutique gym, BXR London was the first in the UK to launch a range of Versaclimber group training classes, providing a full body low-impact cardio training option – ideal for those with existing injuries and may not be able to use a treadmill or spin bike. Accompanied by high-energy music, the Sweat By BXR classes range from its ‘Climb to the BEAT’ session, providing a gentle introduction to the machine up to its ‘HIIT Climb’, where participants also wear heart rate monitors to track results. Alex Nicholl, Co-Founder & MD at Sweat By BXR, said: “When conceptualising and developing our cardio classes we wanted to appeal to a wide audience and remove the scepticism around the Versaclimber and that only individuals with the highest levels of fitness could use it. “Since the launch earlier this year, the demand for each session has been astounding, with the majority spaces being reserved well ahead of each session – we have even had to install more machines to manage the high levels of interest. We look forward to developing our classes further as we move into 2018.” Neil Kelford, managing director at Versaclimber UK, adds: “We’re delighted by the success of the UK’s first Versaclimber fitness classes. This concept has already attracted high levels of attention by celebrities and fitness enthusiasts in the United States, and I can’t wait to see how the concept continues to grow across the UK. “In the coming months, I envisage the Versaclimber playing a greater role in traditional circuits or interval training – we have already begun to see many instructors across the US incorporating climbing with TRX and Pilates.”

3. Encourage Your Fitness Team to Talk to Male Members There is a gap between the proportion of male and female members receiving face-to-face interactions on the gym floor. According to the research, only 33% of male members report speaking with fitness staff compared to 43% of females. Male members who receive fitness staff communication are 2.4 times as likely to be Promoters than those who don’t. Across the board there is a great opportunity to increase face-to-face in-club interactions for all members, both male and female. 4. Create a Comprehensive Communications Plan Develop a comprehensive and varied communications plan which is maintained for the life of the membership. Social media and fitness staff interaction are particularly powerful channels (across all member groups) which should be a focal point of your strategy. 5. Harness the Power of Social Media Social media has been shown to increase the chances of a member being a Promoter 3-fold compared to not receiving interaction via the channel! Get all your members following you on your social media channels and ensure you are regularly posting engaging content that adds value. Make it part of the onboarding process to ensure they have access to your online community from day one. Net Promoter, Net Promoter System, Net Promoter Score, NPS and NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

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DECEMBER 2017

For more information on Versaclimber, visit www.versaclimber.co.uk.

Fitbizzle Fitbizzle is a simple and affordable booking system for small fitness studios and independent fitness instructors who want to grow their business and save time on administrative tasks. All Fitbizzle users get their own, beautiful online shop that allows them to easily keep track of their schedule, signups and cancellations, as well as offer one-click purchases and managetheir waiting lists. With Fitbizzle, you only pay for what you use, as users are charged 2% of the sales they make through the platform monthly. This makes Fitbizzle an ideal choice for part time and seasonal instructors, as well as smaller studios. Visit www.fitbizzle.com


spotlight

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

Contact:

Request a media pack and discover how Gym Owner Monthly will enhance your business.

Nicky Sefke Editor ns@gymownermonthly.co.uk

“This is the best reference magazine in our industry. The team at GOM are doing terrific work in raising current issues, providing solutions and guidance as well as generating ideas to improve service to our members�

Sonja Sefke Marketing ss@gymownermonthly.co.uk

Paul Wood Sales Director & Publisher pw@gymownermonthly.co.uk +44 (0) 7858 487357

Derrick Harris, Manager, Newry Sports Centre

FREE subscription available at www.gymownermonthly.co.uk DECEMBER 2017

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spotlight

My Ironman Journey JP Blazek, owner of Fitness by JP, tells us about training for, and completing his second Ironman As a PT, I like to motivate and push my clients to always get that little bit extra out of every session they take part in. Even if it’s one more Press-Up or 10 meters more on the Rowing Machine, every little step counts! Although there is undoubtedly a fitness factor involved, often, it’s their mind that gives up, not their body. What is really fascinating to observe is that when pushed to do those extra three PressUps, or those extra few meters on the Rower, they can physically do it, so my work often revolves around getting them to believe that they can do it! I’ve always been fascinated by how far endurance athletes can push themselves, and it was my interest in discovering how far I could push my mind that led me to compete in my first Ironman 70.3 event in Zurich in 2014, and subsequently progress to the Ironman Distance in 2015. With the buzz and thrill of being part of such an amazing event, coupled with the immense satisfaction of having been able to conquer the hardest one day event on the planet, I promised that I would

be back again in the not too distant future! Maintaining my promise and following a successful race in the 70.3 Distance in Lanzarote, it was this time last year, that I decided it was time to go back to the long distance and therefore signed up for Ironman Zurich 2017! Although a triathlon is a multi-discipline sport, there is no doubt that if you want to finish in a good time at Ironman Distance, then the bike leg is key. Unlike my preparation for Ironman Barcelona in 2015, in which I focused primarily on aerobic fitness during the winter months, I decided to try something different by adopting a reverse periodization approach, where I would focus primarily on improving my bike FTP (Functional Threshold Power or your highest sustainable pace over one hour) during the winter months, and wait until the spring (and brighter and longer days) to develop my aerobic fitness. I therefore set-up a 16-week preparation plan (2 blocks of 8 weeks with one resting week in between) which focused on maintaing swimming technique and running fitness, while working on improving my bike FTP. Although improving your FTP is technically straight forward, it does imply hours of hard work at some very specific power. A typical preparation week would look like this: Mon: 60 min swim + 45 min active recovery spinning Tue: 60 min Threshold Turbo Trainer session Wed: 60 min Aerobic Run (I used a 9-min run – 1 min walk strategy throughout the winter) + 45 min strength training Thu: Rest Day Fri: 60 min Threshold Turbo Trainer session Sat: 45 min Aerobic Run + 45 min Strength Training Sun: 2-3 hours’ Aerobic bike ride

14

DECEMBER 2017


spotlight

5 ½ hours on the bike including up to 6x20min intervals at Ironman 70.3 pace. For the running side of things, I also completed three weekly sessions. One long run of up to 30Km, one 8-10Km maintenance run and then a brick session of up to 60 minutes on the back end of my long bike session, which I’d often finish faster than race pace. All in all, the weeks become gradually longer, topping up at 15-16 hours of training.

I generally used a 3 to 1 week step loading pattern throughout this phase and the following ones. I found that this schedule worked really well for me as, with a maximum of 10 hours of training per week, it fitted in perfectly with my busy PT schedule. As the spring was finally on its way, I felt that all the hard work was finally paying off and the results spoke for themselves with a 10% improvement in my FTP! My improvements weren’t just limited to the bike. Although I chose to limit my running during the winter to keep my legs fresh for the hard bike sessions, all the work on the turbo trainer transferred beautifully to my running. All in all, I was a much stronger athlete. For the next 8-10 weeks, my attention gradually started to turn towards improving my aerobic endurance. I therefore added a third run to my weekly programme, with the longest run gradually getting closer to two hours, I added a second swim, and I aimed at maintaining my FTP, while building my long weekly bike ride up to four hours. Once again, my training load remained sustainable with no more than 10-12 hours per week. Feeling positive and very motivated, I was now left with the final push towards Ironman Zurich: Eight Weeks of build, followed by two weeks of peak and race week, and this is where things become specific, and long. The build phase is where your sessions become more and more race specific, both from an intensity point of view, as well as from a distance point. Since cutting your swim time by some margin often requires a lot of hours for an arguably low return, I decided to focus mainly on technique and developing my endurance for this discipline. My weekly schedule therefore included one technique swim, one open water swim and one endurance session, which gradually built up to include 40x100m intervals at race pace. For the Bike, it was a question of maintaining my FTP, while working on improving both my aerobic endurance and my muscular endurance. My weekly schedule therefore included an one hour turbo trainer session to maintain my FTP, an one hour active recovery session and then the long ride: up to

It was now time to finally taper and try to recover from months of training while still maintaining my fitness. What I did was gradually reduce the volume, while maintaining or at times even upping the intensity of the sessions. The taper is a very delicate part of a training programme and it’s very often difficult to find the right balance. My taper plan for Ironman 70.3 in Lanzarote had worked extremely well, so I opted to follow a similar pattern. Unfortunately, I never felt that I could reach both my physical and mental peak at the right time and on race week I had to deal with a cold and bad throat that did very little to help boost my confidence for race day. As race day arrived, I tried to convince myself that all the hard work would pay off and that I would have a great race. My swim went really well and exited the water in 1h04min, which was exactly what I had planned for. As I got on the bike, I instantly knew that it wasn’t going to be my best day, though I also knew that on such a long journey things could possibly get better. So, I stuck to my plan pushed on and eventually finished my bike leg in 5h26min. After 6h35min I was finally able to tackle a full marathon. In my mind, I had a secret target of finishing under 10hours and I knew that if I could stick to my running plan, I’d have a chance of getting there. To confirm that this wasn’t my best day, after 10km I had very little left to give. In 30 degrees temperature and in the baking sun, it became apparent that today would be a fight for survival. After having faced an infinite amounts of ups and downs I eventually managed to complete the marathon in 3h59 minutes, crossing the line with a total time of 10h38min. Straight after the race, and for a number of days I didn’t really know if I should feel satisfied with having been able to complete my second Ironman, or if I should be disappointed for not having been able to be at my best and perform the way I wanted to. I eventually concluded that it was still a great achievement, though I would take the learning points from my preparation and that I will one day return to complete my mission of completing an Ironman in under 10hours. Training for and completing an Ironman is without a doubt an incredible journey and a huge achievement. It’s a journey that starts 9 months before race day and that requires your full commitment. In essence, the training is what really makes you an Ironman. There are moments where you feel really good and you think you’re unbeatable. Then come the bad days and weeks when you lose faith in your ability to get there. There are many times when your body is feeling bad, when your mind plays tricks on you and you just want to quit real bad! The reward for battling through all these ups and downs is a 3.8Km Swim, 180Km Bike and 42.2Km Run which will challenge you like nothing else, but that will fill your life with an incredible sense of achievement, pride and a journey from which you can learn everything you need to apply to your daily life! DECEMBER 2017

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business

DATA – AN OPERATOR’S BEST FRIEND Kerstin Obenauer, Country Director at eGym UK, looks at ways data enables gym owners to deliver a superior member service to improve retention and also better engage with third parties to attract more members from a wider segment of the community. Over the next few years, data is going to be the key driver in gym floor service delivery. It will not only enhance the way we interact with members, deliver workout plans and measure performance, it will also enable operators to evidence participation and the precise activities undertaken. This is so important when forging links with partners such as GPs and other allied health professionals to deliver wide reaching social, economic and health outcomes. According to Ofcom, two thirds of the population now owns a smartphone. This means that the majority of people who walk onto the gym floor are used to being able to call up all sorts of information at the touch of a button. This fingertip accessibility has made people hungry for instant data. Gym owners need to be able to satisfy this demand. Fortunately, advancements in digital technology specifically designed for fitness, plus the sector’s willingness to promote connectivity between brands, means gym operators are, right now, able to provide a data rich service which provides users with instant access to detailed information and feedback relating to all their physical activity and health. For example, through using eGym’s highly developed open platform, users can access data collated from multiple sources, including other fitness providers, via a single access point. This is a service we are continuing to develop through our eGym ONE programme. In the future, users DECEMBER 2017

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business

will automatically assume the gym they join will offer a fully connected solution. We are not at this stage yet but it’s coming and gym owners are advised to prepare now for this inevitable consumer expectation. In addition to enabling users to collate data, gym owners are also advised to explore how data can be used to support gym teams in the delivery of more meaningful member interactions which create personalised touchpoints at the right time, to drive users towards goal achievement and ensure they stay with the gym for longer. At eGym we have developed the ‘task’ feature. When the member enters the gym, and the review is due, the Trainer app will let gym floor staff know, so that they can make an approach and get the review arranged. This helps maintain personal contact between the member and the gym team, enhancing the relationship and ensuring that the member’s training programme remains motivating and progressive.

their goals much faster. Data can also be used to motivate. If a log of the user’s physical activity is being collated, why not use that data to feedback to the member on the effect the training is having on their health? That is exactly what we have developed at eGym. We understand that staying committed in the early days of a new training plan, before the results are physically visible, is tough. It is at this time that the user is most likely to quit. To help individuals stay on track, eGym uses the data collated to feedback information about the health benefits the user can expect to experience from the level of physical activity they are undertaking. This helps to reassure that the training is having an ‘invisible’ positive impact on health and wellbeing.

An infinite number of tasks can be created so gym owners can use this function to help manage and deliver any member journey. The days when member information is filed away in a dusty draw and individuals are left to their own devices are limited. Users will soon expect a much more personal, data-driven, digital member service.

Data is also used to generate points, determined by the duration and intensity of the physical activity they complete, which move users through a system of activity levels. This reward for progression helps to motivate users individually. In addition, points are also used for friendly competition against other gym users and friends on the leaderboard, providing the opportunity to socially interact with other members.

For a gym using the eGym solution, all members are provided with a secure online account. This account not only stores programmes prescribed by the trainer but also data to automatically setup the equipment and run the programme prescribed, taking care of all variables such as resistance, duration and intensity. This leaves the user free to focus on and enjoy the workout, following the interactive on-screen eGym Curve, driving them towards

So, data is already being used in all kinds of ways to improve the user experience. A motivated user being fed constant feedback and seeing progression, even if minimal, on performance and health is a satisfied user who will continue to pay their subscriptions. The industry continues to battle poor retention with most gyms turning over more than 50 per cent of their membership every year. I believe that clever use of data, used to deliver a much more

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business

by the health professional and worked into a full patient assessment plan.

personal, results-driven and motivating experience will be instrumental in addressing this issue. Operator driven data collected from individual users can also be collated to provide intelligence on the membership as a whole. Data collation such as unique users per month, new users per month, total number of sessions per month, breakdown of user usage per month and sessions by time of day gives a gym owner the chance to benchmark against previous performance and identify downturns quickly so that systems and procedures can be put in place to address them. These reports are only as good as the data collected from individual users. The more effective a gym can be at bringing together data from a multitude of sources, in the way that eGym software enables, the bigger the pool of data and the more accurate the resulting intelligence will be. As a sector we are way behind the curve when it comes to the use of data as a means of better understanding consumer needs as well as implementing solutions in line with the needs of the business. This kind of data-led strategy has been driving the supermarket sector for years. It was way back in 1995 that Tesco launched the UK’s first consumer loyalty card in the form of its ClubCard. Since then all the other major brands have followed suit. Understanding a consumer’s habits and preferences enables targeted interventions which can influence behaviours. In the supermarket scenario, this may be ensuring all customers who like oranges are informed of a special offer on oranges to drive sales. In the gym environment, it might be early identification of a member who has started to visit less frequently which can then trigger an intervention to help the member get back on track with training, averting a subscription cancellation.

It’s also worth noting that the recent Sport England Sporting Future Strategy emphasised that, moving forwards, to secure funding, projects will need to evidence social, community, economic, physical wellbeing or mental outcomes. Funding will no longer be allocated purely on participant numbers. There has also been a widening of the opportunity for private companies to apply for funding as long as they can measure and evidence outcomes. Gym owners offering the ability to track and monitor participants activity, working alongside Allied Health Professionals to deliver one or more of these five key outcomes, are more likely to be attractive to a partnership in a funded project. We are right at the start of this data revolution and we are only just scratching the surface of the opportunities better data analysis will bring to gym owners. There are already countless opportunities to collect data. As we move forwards the challenge will be in enabling seamless data collation from multiple sources, ease of access and an ability to make service delivery improvements as a result of effective data interrogation. eGym has spent many years developing a platform which provides an efficient and effective, results-focused, user experience based on data that is collated and fed back to the user, the trainer and the gym owner. I am excited by the opportunity that data provides and look forward to eGym playing a key part in the data revolution which is about to transform the sector. To explore how eGym could help you collect and interpret data to drive your business towards success, contact the team on: sales@egym.co.uk or 0203 701 4267.

As a sector, we have to get much better at evidencing our success if we are to be taken seriously by other sectors. Data will play a key role in helping us achieve this. ukactive talks about the opportunity to work more closely with the health care sector to deliver a sustainable preventative health care solution. If we are to do this effectively and on a significant scale, we need to be able to evidence physical activities being completed. This then enables the health professional to prescribe treatment and give advice, based on evidence, not just a verbal description from the patient. Gym’s using eGym are able to download a user’s complete workout history, sessions completed and activities undertaken. This data can then be accessed DECEMBER 2017

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engage. inspire. educate FitQuest brings full bio-mechanical lab technology to your facility with a combination of easy to use, sophisticated measurement and easy to understand output to provide the first selfadministered, scientifically robust fitness measurement in the industry.

Use data driven analytics to bring new insights to your members, to support goal attainment and improved engagement opportunities. Our research programmes and product development continue to drive measurement solutions forward for the fitness sector.

Contact our team today at info@miefitquest.com or call 020 7518 7323 to be part of the fitness measurement revolution.

www.miefitquest.com 20

NOVEMBER 2017

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


TECHNOLOGY

How the HighTech Fitness Experience Went Mainstream Lauren Hickey, Account Executive at Action PR Ltd, looks at how High-Tech is now commonplace. Over recent years, consumers have become increasingly reliant on technology to enhance their fitness journey. From wearable devices to apps, most of us incorporate technology into our workout in some way, often without even realising it. For operators, a stronger focus on technology creates a more personalised member experience, something the gymgoer is beginning to expect as standard. Consequently, we’re seeing far more clubs using state-of-the-art technology to upgrade their member offering and create the perfect workout experience. One example is Speedflex, a brand which recognises the importance of using technology as a central part of its offering, rather than an afterthought. Speedflex partnered with MYZONE tracking technology, meaning that members across all its boutique clubs receive instant metrics after a workout. Not only do members gain a great workout, but they have tangible feedback to take away with them, data which Speedflex can in turn use to improve its offering. Tracking has become something of a buzzword in the fitness industry and is now considered integral to member progression and to building personal relationships with members through data gathered. Developments in technology mean that tracking systems are now far more advanced, with complex capabilities. Many suppliers now offer equipment with an integrated tracking system and an associated cloud or app for members to use outside of the gym. Being able to watch as they progress validates the spend on membership for the consumer and keeps them engaged. Members will often leave a gym if they believe they are not seeing results, and offering tracking can help counteract that. It also provides a social element: participants can view each other’s stats and enjoy healthy competition while increasing social interaction within the studio helps to create a community feel.

Also capitalising on the growing popularity of tracking in the fitness industry is FitQuest. With an engaging and easy-to-use interface, the machine uses cutting-edge technology to measure a person’s physical capacity over eight parameters in just four minutes. It also measures body composition through bio electrical impedance analysis. It offers a wider range of data and feedback to users than other devices available, as well as a more accurate analysis. This unique testing allows clubs to build on their existing member offering with data-based results and prescriptive programmes at a time when the personalised approach is becoming increasingly popular, if not expected. Having recently signed contracts with exclusive members’ only gym SOMA and budget chain The Gym Group, FitQuest has firmly positioned itself as a stand out concept in the field of fitness measurement. Both budget and high-end facilities can benefit from the enhanced member package it offers.

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TECHNOLOGY

By allowing operators to deliver concrete evidence of health and fitness improvements, it allows members to make real improvements to their health and wellbeing, thus keeping them engaged and aiding retention. Members want to train smarter, not harder, and technology can enable them to choose exercises that are best suited to meeting their goals. Meanwhile, David Lloyd Clubs has focused on incorporating technology into group exercise. Virtual classes are now being held in approximately 65% of its clubs, meansing that the operator is not solely reliant on instructors to lead group exercise classes. For example, the Southampton club runs 150 ‘live’ or instructor-led classes a week. These are supplemented with virtual classes (such as virtual yoga and virtual indoor cycling), in total enabling members a choice of over 300 weekly classes. This choice and presentation is very consumer friendly and particularly suits those whose work commitments mean they’re unable to attend the gym at peak hours. The timetables tend to be structured so that instructor-led sessions take place at peak times and members can choose to attend a virtual class outside of that. This use of virtual programming offers operators an affordable way to run more group exercise classes to support their existing programming without incurring high costs. They will also reap the benefits in terms of improved retention. One example of an interactive, technology-based class at David Lloyd Clubs is PRAMA. Rather than using

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traditional cardio equipment, PRAMA is held in a studio with pressure sensitive flooring and walls, and interactive lighting that guides participants through the session. The PRAMA studio is set out with stations and in a similar format to a circuits class. As the interactive floor lights up, members will run, skip and even lunge across the studio, chasing the lights and dropping to the floor to touch lit-up stations. The PRAMA studio can be programmed to suit different abilities, meaning it’s perfect for everything from agility training to families exercising together. Moves are displayed on LCD screens so that participants know exactly what to do at each station. PRAMA combines interactive screens, pressure sensitive flooring, lighting and heart rate tracking to put the play back into training, creating an immersive experience and adding real value for members. As technology becomes ever more integrated with the mainstream fitness offering, operators are increasingly being expected to provide a more bespoke member package. Tracking, detailed body composition assessments and technology-based classes are now hugely accessible to the average gym goer, rather than reserved for premium club offerings. Not only do gym goers benefit, but the data collected allows operators to provide a far greater assessment of their members’ needs and upgrade their programming and facilities accordingly.


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EDITORIAL FEATURE

The Power o In Boosting Bio-Synergy is the leading health and fitness brand behind one of the best ranges of sport nutrition. Whatever your customers’ goals, Bio-Synergy’s clean, effective and high quality range of nutrition and supplements are on hand to fuel performance and help #MAKEITHAPPEN.

Here are six key ways in which gyms can utilise the power of sports nutrition to help boost their bottom line:

01

However, with exercise alone they may struggle to hit their targets, and as they do, their motivation wanes. Come renewal time, they cancel their membership and their custom is lost. By advising them and suggesting supplements that will enhance and compliment their

Since its launch 20 years ago, over 4 million passionate sports

workouts, you can ensure they stay on track in achieving

and fitness enthusiasts have chosen Bio-Synergy to achieve

the level of fitness they crave. A more motivated member

their peak. Its protein and supplements have been used by many

will not only stay with their membership for the long

of the world’s most respected athletes and teams, in fact, Bio-

term, they’ll likely increase their level of commitment,

Synergy has fuelled more Gold medals, PB’s and World Cup wins

investing in personal training, classes and more. The

than any other brand! Most gym owners and trainers will no doubt understand the importance of nutrition and supplementation when it comes to getting physical results. However, Founder of Bio-Synergy,

Faster results for a more committed member – many of your members will no doubt set goals for themselves.

result? A higher spend per person and a member who is in it for the long term!

02

Brand alignment – partnering with a respected nutrition brand like Bio-Synergy will ensure your credibility is

Daniel Herman believes the supplement market can also have a

enhanced. As a leader within the fitness space and an

powerful effect on a gym’s bottom line when it comes to profit.

award winner (Bio-Synergy was recently named ‘Nutrition Brand of the Year’ by Men’s Running), you can feel

“Supplementation can be a powerful tool in helping gyms to boost

confident that customers who see the Bio-Synergy logo

their revenue stream. When it comes to nutrition, gym owners are

on site will translate the high quality we are known for

missing a trick if they don’t stock nutrition brands on site, or at the

to your gym. This halo effect is especially strong for new

least, partner with a supplement company to offer incentives to

and emerging gyms on the scene who can leverage brand

their members. The potential to boost earnings via sales of supplements is high and owners should consider investing in a gym shop that can be used to not only entice new customers but upsell to existing

partners to help position their own offering.

03

Set up shop on site – naturally creating a shop within your gym floor or reception allows for a great revenue opportunity. Guests are in a ‘fitness mind-set’ the second

members.”

they enter a gym, and it is at this point that their best intentions can be capitalised on. Offering them sound advice, coupled with product suggestions will no doubt result in sales.

04

Incentivise your trainers – if you are a gym with personal trainers on staff, you’ll already have a willing team who will be engaging with customers daily, giving them the guidance and advice to achieve their fitness goals. Educate and incentivise your team to upsell supplements to their clients. Not only will it help their clients reach their goals quicker (ensuring they feel the trainer is doing their best for them), it will help boost your business.

05

Embrace a long term relationship – members are more likely to stick with a gym if they feel they get something they can’t get anywhere else. Offering advice and

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EDITORIAL FEATURE

of Nutrition g Revenue By selling supplements on site, gyms have the tools to really capture the mind-set of these female members.” The long term sales lift gyms can see from endorsing and selling supplements themselves is clear. However, Daniel also recognises that for those who don’t necessarily have the merchandising and display space it can be tricky. Bio-Synergy is a company built on innovation and this continues into helping gyms promote their guidance on nutrition and supplements that goes above and beyond the basics is exactly that ‘something extra’ that will set you apart from the competition.

06

Incentivise for new customers – with New Year upon us, every gym will be competing to win new members. Offering a discount on a supplement brand as part of the sign-up pack can really make the difference. We love working with gyms on these co-branded marketing strategies and have seen them work incredibly well for both parties.

Whether you’re a gym that caters to the body builder set, or a more of an ‘everyone’s welcome’ set up, supplementation can significantly boost your business. Within the Bio-Synergy brand, there is a product to suit every goal and every individual. From weight loss to muscle build, endurance to recovery, sports nutrition offers a wide array of benefits. In fact, Bio-Synergy is a brand that is founded upon the concept that supplements should be for everyone who wants to enhance their health. Daniel expands; “At our conception, the sports nutrition market was heavily geared towards body builders and athletes. We wanted to bring sports nutrition to the mainstream and educate the public on how nutrition can be used to help boost their lives every day. Our challenge was to make supplementation more accessible and consumer friendly. We believe we have done that, and are excited to continue working with gyms to ensure the message is delivered.” For Daniel, gyms will play a pivotal role in helping the female

products. For example, they have recently created a dedicated, branded fridge for their Skinny Water line that creates instant impact, pulls the eye and is small and neat in dimensions, allowing for any gym, no matter what their size, to house the bottles easily. However, whilst convenient vending machines and fridges are a great start, Daniel would love to see larger gyms implementing more of a mini-shop into their spaces, including protein shake bars. “Our products taste great, and it is the impressive flavour innovations we deliver that include everything from watermelon through to mint choc chip that many of our customers recognise as being a huge draw to the brand. By showing potential customers how to consume our products and that they taste delicious, it’s an easy step to then sell them the product itself to make at home. We see the trial element as being key to conversion.” If a shake bar isn’t viable, sampling could be the answer. “We have seen many gyms adopt sampling on site, where they will give out tasters of our protein shakes, Skinny Water or energy drinks to those who have just finished their work out. Not only does the customer leave feeling excited that they have got something as a bonus to their membership, they instantly see the impact sports nutrition can have on their recovery, spurring them on to discover more. By following this up with sales, either on site or even via an e-newsletter or targeted mailer, gyms can really leverage this activity to boost their revenue for the long term.” So the next time you’re looking at your profitability, ask yourself, could a sports nutrition offering be the answer to accelerating you towards your goals?

market understand that supplementation is something that will really boost their workout results.

Daniel Herman

“Many women still believe sports nutrition including protein powders will make them bulky. However, as we see a real shift in the way women view fitness (more women than ever are lifting weights for example), there is real potential for this sector to embrace the effectiveness of supplementation and both gyms, and personal trainers, are the mouthpiece to help deliver this message. DECEMBER 2017

25


spotlight

London’s Best-Kept Secret Mike Burt of One Performance UK gives us the lowdown on owning his business Gym Owner: Mike Burt Gym Name: One Performance UK Location: Richmond, South West London Number of Members: 500 Number of Gyms Owned/Operated: One

How did you become a Gym Owner? I have been in the industry for nearly 20 years, I decided I wanted to build a gym with the highest quality of equipment, and staff it with the highest of quality coaches personally vetted by me.

How long has your gym been operating for? Two years, three months

Apart from the gym, what other facilities do you offer your members? We also have a Sports Injury Clinic.

How many staff do you employ? 14

How important are you PTs to your business? They couldn't be more important; they create the feel, the culture and the ambience and professionalism of One Performance UK 26

DECEMBER 2017


spotlight

How do you motivate / incentivise your staff members? I organise regular CPDs, always listen to their comments, provide them with regular clients, provide them with all the tools that they need to carry out their sessions, and provide them with a bespoke built personal trainers paradise of a facility to work in!

What advise would you give to other gym owners just starting out? Your customer care, level of service, and professionalism of the team is paramount to maximising client retention and reach through word of mouth.

What are the biggest challenges facing your business today? We are London's best-kept secret, we have an outstanding product, but it's a challenge to get your head above the 10,000s of gyms and studios in London!

What significant changes have you seen within the industry over the last 3 years?

Commercial sites finally buying in to strength & conditioning style gym fit outs, but not necessarily knowing how to organise or properly utilise them...

How do you engage with your members? I make a point of knowing every member by name; I want to know what they did at the weekend, and how their training is going. We keep it very personal here, it helps me to provide a service that they really want, and allows them to talk to me directly so I can make sure everything about their One Performance UK experience is as good as it can be.

How do you retain your members? My team are 100% punctual, reliable, engaging and at the cutting edge of fitness knowledge. Pick the right team and fit out, and the retention will take care of itself.  

How are you promoting your brand and marketing your gym? We really are barely doing anything! As a new facility we have very limited funds to access significant PR, so are reliant mostly on word of mouth plus social media. DECEMBER 2017

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spotlight

What is your biggest success story? I delivered GB sprinter James Ellington's S&C throughout 2015/16, which resulted in PBs for him in the 100m and 200m, and secured his spot at the Rio Olympics. That was an incredible feeling. James has been around for a while, and had bags of power - he just needed a coach’s eye and some disciplined strength work to release more speed. James had an extremely unfortunate motorbike accident before this season started, but his rehab is going incredibly well and we look forward to getting him back to full strength for 2018.

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Finally, if there was one thing you could change in the industry what would it be? This country desperately needs genuine, bulletproof personal training governing body that does what it says on the tin, fully assesses personal trainers and only recognises coaches and PTs that match acceptable criteria. This simply does not exist right now and the PT industry is suffering because of it, not to mention the safety and success of the client journey.


ADVERTISING FEATURE

‘Engaged is the New Happy’ Tony Lewis of sportsbehaviour on the value of engaging new customers, particularly at induction. We moved on a lot - customers are empowered and have taken control. As previous generations demanded more; businesses cottoned on to the importance of keeping the customer happy. But a new democracy is emerging – one of leadership from within and self-worth fuelled by the digital march, increasing transparency and heightened expectations. To attract and keep customers, the need has shifted far beyond just keeping the customer happy to that of providing a productive and engaging experience.  An enormous opportunity has been spotted to improve the customer experience – giving them what they need to be loyal and committed as well as luring the discerning new customer into the fold. This is happening now - in their 2017 Global Human Capital report, Deloitte state that engagement is one of the biggest trends in business for decades and can create 30% better results for the company. Many businesses make the mistake of confusing ‘happy’ with ‘engaged’ or indeed missing the opportunity that ‘engaged’ brings.  Happy doesn’t necessarily translate into giving the business what it needs.  Engaged customers are good for business - they feel empowered, respected and acknowledged, and importantly, they are likely to be more loyal and play and pay more.  An example of driving customer engagement is that of sportsbehaviour, a system that combines the body’s physical and mental applications into one complete easily accessible report to give athletes an overview of how their mind and body work in sport which enables them to train more productively, with more enjoyment and perform better in competition.

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DECEMBER 2017

sportsbehaviour reports identify each athlete’s own genetic (how genetic gifts are applied), physical (how the body responds), physiological (how the body carries out physical function) and psychosocial (how athletes interact with their environment) applications. This individual analysis provides details on individual athlete communication needs, creating the ideal environments in training and competition, development techniques, motivating and engaging and possible blind spots. Businesses are using the system to attract new customers, engage their existing customers and increase their bottom line financials. Some businesses choose to provide personalised sportsbehaviour reports for all their customers, whilst others use the system to train their staff to understand the athlete difference so a unique experience can be delivered, but all businesses report a higher level of engagement from their customers. Once customers know how their mind and body work, they apply this in their exercise routine, training and competition. This in turn leads to improved results and fitness levels and a more enjoyable experience. All the better if the staff in the business engage with the customer, helping them respond to the very thing that make a customer experience unique and fulfilling – the uniqueness of the customer themselves. The engagement outcomes can include higher levels of membership, more participation in a range of activities, more kit purchased, more use of personal trainers, more positive feedback, increased loyalty and increased customer numbers coming from the all important personal recommendation and word of mouth. Contact: sportsbehavior.com hello@sportsbehaviour.com


OPINION

Improving the Gym Induction Process Keith Smith, Owner/Director of Keith Smith Training and Global Master Trainer for Life Fitness Academy, investigates the factors that will improve the Gym Induction Process. Aim:

To investigate the factors that will improve the gym induction process, which will reflect positively on exerciser adherence, and contribute to increased retention. To achieve this, the induction has to become more than just a function, it has to become an experience, that develops trust, demonstrates warmth towards the exerciser, builds confidence, and conveys the ability that the facility can support them move in the direction they wish to go. There are times within this article that the word ‘staged’ will be used, in relation to the induction experience. In the context of the next few paragraphs ‘staged’ refers to a process that is strictly followed, and that everyone in that process is fully aware of their roles, and responsibility in achieving their part in the desired outcome. In this particular staged process, the individuals concerned, the facility staff, are encouraged to be themselves, and are able to reason with the situation, yet still ensure that they have met their essential outcomes in the overall process. Staged is very different from ‘scripted’. A ‘scripted’ process this is where an individual is told what to say and what to do, a ‘scripted’ experience may-well be an experience, but not one that drives positive thoughts and feelings, that in-turn drives adherence, it is mainly designed for reproduction of goods, or services, that is neither individual, or unique. During this article, previously highlighted considerations that

induction engagement loyalty growth

have appeared earlier on this year in Gym Owner Monthly, may well be revisited, as they form an essential part of the thinking behind creating a memorable induction experience. One of the major considerations within the Fitness Industry over the past few years has been member retention. How can the facility keep a member for longer? We are all told that there is no quick fix, and no one answer, which makes perfect sense, why would there be one answer, or one product that will solve such a complex issue, as keeping an individual happy, and making them feel valued enough to continue visiting a facility. The aim of this article is to review one of the oldest of exerciser offerings a facility can deliver to a member ‘The Gym Induction’; to review its purpose, to investigate some of the factors that affect, that for some exercisers, is valuable part of their initial exercise experience. What is the aim of the gym induction? Is it to cover health and safety requirements, is it because the local competition offers it, is it because it’s always been done. There are many reasons why a facility may offer an induction, and there are multiple possibilities to explore how to improve the induction experience, increase member value, increase frequency of facility visit, which will have an impact on an overall member retention strategy. The offering goods, and services is not enough anymore. The fitness industry has to come to terms within the fact that the customer [the exerciser] is looking for more, and it’s about offering memorable positive experiences. That are not delivered by the facility, but are uniquely staged [1].

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OPINION

People can get ‘fitness’ anywhere, and a lot of fitness offers are free, or very low cost. Individuals can go for a walk in the park, they can cycle to work, or they can purchase a DVD, and replicate exercises delivered by an expert in their own home. So why would they come to a facility? They attend, and continually visit a facility not because of what is offered, but because of HOW it is delivered. There are clearly some members who will benefit from a positive memorable induction. Those individuals who are maybe returning to exercise after a period of time, and those individuals who had a very bad experience at some point in their lives with exercise, and are becoming aware of the positives of movement, and activity, and need support, confidence building, and guidance. There are clearly some members who do not need an induction. Those exercisers who have been working-out for a number of years, and have just changed facilities for one reason or another. Before we explore some of the key considerations to staging a memorable induction, let’s take a few moments to try an empathise with the individuals who require support, confidence building, and exercise guidance. Let’s try and think about what might be the thoughts and feelings of an individual who has not exercised for a number of years, away from their personal goals, how might they be thinking? Let’s put ourselves in their shoes. The chances are they could be very nervous, apprehensive, concerned about what to wear, what to say, whether they will fit in, concern if they will be part of the community, will people talk to them, and except them. They may have been thinking about exercise for a number of months, and finally build up the courage to join a facility, and the induction is one of their first big hurdles. What must this feel like? The induction for these individuals is a key component to achieving what they wish to achieve, and for the facility, it’s vital part of building trust, demonstrating warmth, building confidence, and conveying the ability that they can support the new exerciser move in the direction they wish to go. So, what is a staged induction? And how does it differ from what might be currently offered? In the best-selling book ‘The Experience Economy’ [J. Pine & J. H. Gilmore] [2], they are quoted as saying that. ‘Organisations that have a service mind-set focus on tasks employees do; those with an experience mind-set also consider how those tasks are performed’. Is this the first step in building a staged induction experience, that is both effective, and memorable. An induction can no-longer be delivered at the facilities convenience, but must be staged, for the sole purpose of creating an exerciser experience. What can facilities do to ensure a positive induction, and increase the possibility of the exerciser returning continually to the facility? The next part of this short article will focus on some of the key considerations. As been mentioned earlier there is no quick-fix, no silver bullet. If the induction is part of a facility offering, it has to be continually reviewed, evaluated, and improved to

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ensure a quality experience, that affects the new exerciser emotionally, as well as physically, because it is the emotional side that will drive adherence. To facilitate this, staff’s behaviour is pivotal, staff behaviours directly effects the exercisers thoughts, and the exerciser thoughts effect their experience. One of the key drivers for exercise adherence is an individual’s emotions, their thoughts after the event, these are occasionally termed as ‘Post Workout Cognitions’. Its these thoughts, and not the initial goal setting that drives and individual to return to the facility. The types of thoughts that are positive for a successful return to a facility are: ‘I enjoyed that session, I want to do another one’, ‘I felt as if I achieved something, I want to do that again’, ‘That trainer understood me’, ‘These people look after me’, ‘I felt comfortable there’, and all of these exerciser thoughts and feelings, are in the facility staff’s ability to teach, and interact effectively. The induction needs to be staged so that it covers off safety, as this is fundamental in an induction, but staff’s behaviours also need to be focused on building confidence, which effects individual motivation, which in turn effects a change in the exercisers thoughts towards activity, and the facility. The induction is about the how, not just the what. Choosing the right staff, and developing staff [as this is where true learning happens] is critical if the induction is going to have a positive outcome for the exerciser, the facility, and its reputation. Where the instructor positions themselves to interact, the instructor’s ability to praise and correct performance, build confidence, and raise self-efficacy, the instructors use of both verbal, and visual communication, teaching, not telling, is all part of the staged experience. The memorable induction is more than the gym staff, it’s the whole process. As true learning happens in the follow-up, a facility needs to ask themselves. How could we continually follow up, and engage with our new exercisers? What can we task our staff with [because everything is staged] to ensure that these new individuals are made to feel part of the facility community? A follow-up message, via a digital medium, digital should not be used to take the place of great staff, but it should be used to perform some of their tasks, that can leave them [staff] available to perform more direct interaction. The booking of shorter sessions [10-15 minutes], that support the individual moving forward, will ensure more positive feeling in the new exerciser. Could the gym induction include a group workout activity? This could be done with the facility trainer who delivered the initial induction, hopefully building more confidence, but it may be an approach to building the community feel, as well as getting to meet more facility members. As an industry, we also know that people who attend group session stay for longer. Sometimes we forget how long it took us, as experienced exercisers to feel confident in the gym space, it certainly wasn’t one session, we all made mistakes, and it was probably more by luck than judgement, that we ended up regular gym users. Another aspect of the thought process is to consider, what is the facility doing to ensure that

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OPINION

the new exerciser feels comfortable before they visit for the induction? What are staff being tasked with [because everything is staged] to ensure that everything possible is being done, so that when the exerciser turns up they are fully aware of; the induction process, how busy the gym will potentially be? [they can choose a different time, if required], who will be there waiting to greet them? what to wear? what to expect from the gym team? the follow up options that will support them moving forward? What other facility activities, that could support them in achieving what they wish to achieve, and get the most from their membership? Most of these tasks could be achieved digitally, but someone needs to be tasked with developing, and delivering these essential parts of the experience. Wherever we spend our time, and money we are no longer looking for a service, we are searching for experiences, experiences are memorable, we leave the experience feeling great about ourselves, and wanting to return. The induction should be an experience, experiences are staged. Great staff, who understand and believe in the facility values, with great skills and behaviours, knowing exactly what their role is in

the whole experience process, supported by solutions, that may-well be digital, that engages fully with the exerciser. For some exercisers, the digital experience maybe one that allows them to associate with the workout, a digital solution that allows the exercise to get feedback, numbers of what has been achieved, for some exercisers the digital experience may be used to disassociate from the workout, TV, music, videos, for others a digital solution could be useful to educate them of what else is on offer in the facility. Whatever the solution, it’s all part of the on-going induction process to having memorable exercise experiences. To finish, as a conclusion; the initial induction should focus on how to demonstrate trust, warmth, and understanding, towards the exerciser, while starting the process of building confidence and competence within the environment. This process should be ‘staged’, it will support the maintenance of quality, while creating an experience. References: [1] adapted from ‘The Experience Economy’ [J. Pine & J. H. Gilmore] [2] ‘The Experience Economy’ [J. Pine & J. H. Gilmore]

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

induction engagement loyalty growth

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spotlight

'Vision, Healt - 'We pride your Dean Boyle tells us about his company Gym Upholstery UK, and it’s services.

How did you get into the fitness industry?

Tell us more about Gym Upholstery UK

Having worked in engineering for 15 years, the latter working nights and weekends to retain my income whilst reducing childcare to my 3 young children. I was bored and unchallenged.

We have provided a fitness equipment upholstery service to the UK fitness industry since 2001. We specialise in fitness equipment upholstery manufacture and repair throughout the UK. We provide a unique Mobile Upholstery Service that is quick, efficient and a cost effective way of keeping your business running to its maximum potential whilst undergoing essential repairs. Our fully equipped upholstery service vehicles enable us to carry out the work on-site with minimal disruption and impressive results.

A local job opportunity arose as a service engineer in the fitness industry, which sounded very exciting to me. I was a keen fitness fanatic and loved being in the gym. Sounded perfect. I took the position with a large drop in salary. This was a challenge in itself, and after 9 months and witness to many complaints for upholstery repair having been taken off the machine and returned sometimes up to 3-4 months later, this was clearly an issue that needed addressing. My suggestion to the local company to introduce an on-site service whereby the fitness equipment upholstery could be completed at the health club on the same day was not implemented, so I set about the greater challenge to start my own company addressing those issues, and was soon approached by the company I left to carry out sub-contract work for them. The next stage was something of a feat that was inevitable and initially I did not contemplate broadening our service nationwide.

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We also currently carry out manufacturing of fitness equipment padding for several UK manufacturer and supply logos embroidered onto the pads.

What sets Gym Upholstery UK apart from it’s competitors? Most of our serious competitors are large independent service companies that specialise in the maintenance of fitness equipment and their core business is in engineering and not upholstery. We at Gym Upholstery specialise solely in fitness equipment upholstery and are able to support the large independent service company, which in turn eliminates them as a competitor.


spotlight

th & Hygiene' ourselves on r appearance' What’s next for Gym Upholstery UK? We have recently introduced a unique online service app to ease the process of ordering fitness equipment upholstery padding and are developing a downloadable version of the app to benefit manufacturers and service companies globally (www.recopad.co.uk/gymupholstery). From 2018 we are to offer franchisees an opportunity to get involved with our brand. This will be only available outside of the UK to support some of our current large chain customers. Our business within the UK will retain its current position.

We have acquired several fully equipped service vehicles based across the UK which allows us to meet the demand, giving customers quicker lead times with a professional, personal service. We employ and train all our upholsterers at our head office, we do not sub-contract out any of our work.

In your opinion, what is the current state of the UK's fitness industry? The UK fitness industry is growing at a rapid rate. There are many changes including large chains flexing their muscles and buying up struggling competitors. It's very exciting to be a part of the industries changes and to support our customers throughout.

What are your biggest challenges you face in your business? Nationwide marketing and customer relations has provided its challenges along the way. We have employed a team of social net-workers within the business to ensure we work closely with our customers and they can keep an eye on any offers and changes within our services.

What’s the most valuable lessons you've learned from the fitness industry? Never underestimate your competitors and always keep a keen eye on changes in trends and how they may affect your business. DECEMBER 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!

Battle Rope ST Battle Rope ST combines two great training methods in one unique system, combining body weight suspension training and battle rope exercise in ONE fun, engaging and effective workout. www.craigyoungconsulting.co.uk

NuFit NuBells NuFit has challenged and reshaped the traditional dumbbell with its range of stunningly comfortable circular weights, designed to feel more kinetically correct during training. www.craigyoungconsulting.co.uk

Training Wall Training Wall® is a space-saving phenomenon that offers endless potential for a powerful, full body workout. It coordinates and balances the upper and lower limbs simultaneously, whilst stabilising the core. www.craigyoungconsulting.co.uk

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gear

TRXHome2 System The TRX Home2 System is an update to the ever-popular TRX Home Suspension Trainer, featuring a sleeker look and adjustable foot cradles, as well as a oneyear subscription to the TRX App. TRX Home2 System comes with a padded door anchor and compact mesh carry bag for portability and the ability to use anywhere. The accompanying TRX App features over 80 audio and video workouts, allowing users to perform a huge range of bodyweight exercises at their convenience. £149.00 – www.trxtraining.co.uk

Whole Earth Almond Butter Whole Earth’s Smooth Almond Butter is both silky in texture and naturally sweet in flavour. It is a versatile accompaniment to many dishes and is vitamin E & fibre as well as being a good source of protein. Adding a spoonful into your daily diet will help you feel fuelled for the day. Available at Waitrose

RippedKit RippedKit sends a box of convenient, high-protein supplements to your door every month. Between work, gym and a social life it's hard to keep your diet on track. Our mix of delicious supplements means you always have a quick high protein snack for when you're on the go. https://ripped-kit.co.uk

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

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PT of the Month NAME: Evelina Krapane

3. Platinum Personal Trainer “David Lloyd”- from 2012- to 2017 July

QUALIFICATIONS: Diploma in Personal Training, Premier Certificate in Fitness Instruction, Nutrition/ Advanced nutrition for athletes, REPs Level 2 and 3, First aid /Health and Safety Certificate, Core stability, Medicine Ball, Kettlebell training, Powerclub training, Gravity machine training, STOTT Pilates, Master Personal trainer in Sport and Conditioning

NO. OF YEARS AS A QUALIFIED PT: 7 years OWNER OF: Owner of BMSFitness WEB: http://www.bmsfitness.co.uk/ FACEBOOK: Evelina BMSfitness

ACHIEVEMENTS:

INSTAGRAM: @evaevk11

1. World champion “Miami Pro” bikini category over 35s’ -2014, Pro card holder 2. WBFF Diva Bikini champion over +35 2014

VIDEO'S: https://www.instagram.com/p/ BXbmgSHgWnH/?hl=en&takenby=evaevk11

How and why did you become a PT? From a young age I have been interested in a variety of sport,s such as gymnastics, swimming, cycling, skiing, tennis, ballet and volleyball. My main passions now are tennis, swimming, skiing and pretty much any outdoor activities. When I finished school I went to university and then worked in event/catering management for a couple of years.  I spent a lot of my spare time training, at the gym or doing something sporty.  I re-trained and did a qualification in Personal Training. It was the best decision I ever made - I absolutely love my work now!  Helping people to reach their goals provides me with challenges that are rewarding and enjoyable.

How did you find the process of qualifying as a PT? I learnt a lot from the experience and from the other coaches I have been working with (in the different gyms and while preparing for my fitness competitions). I am always looking at how can I progress or learn something new, so I am still progressing in my qualifications and recently got into the calisthenics training and completed @bodyweightgurus course. 38

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end of the day, I am glad peopleare trying to fit fitness into their busy lifestyle.

How do engage with your client's and how often do you check their progress? All my clients have a strength and endurance test every two months to track progress and a body composition test once a month.

How does a PT promote him or herself and the services they provide? As a self-employed trainer, there are few different ways how you can promote yourself - through the local newspapers, leaving leaflets in local shops and small businesses. ‘Word of Mouth’ is the biggest promotion, so do your best to give outstanding service each time you are training a client as you will never know who the client might know or talk to.

Do you specialise in a particular type of fitness? Bodybuilding, weight/ resistance training

You spend your working hours motivating others, how do you motivate yourself? I always have a goal and focus on doing my best to achieve it - that gives me a boost of motivation.

What advice would you give to other PTs just starting out in the business? Find your speciality, and do your best to achieve clients’ goals. The main thing is to make the session enjoyable and if clients are having fun and leave satisfied, they will be back for more.

What are the biggest challenges facing your business today? I am focusing on female training, and the main challenge to change the 80s mentality- if you lift heavy you will become bulky, protein is a steroid and if you are having it your muscles will grow in a week. There are so many PTs who are still living in the past, or don’t educate themselves and therefore give the wrong advice to women.

What significant changes have you seen within the industry over the past 5 years?

How often do you train yourself? Six days a week - different body parts and cardio. I am bulking at that moment, and aiming to compete in UKBFF next year.

If you could radically change anything within the industry, what would it be and why? As I mentioned earlier - women should lift heavy and seniors should also work with weights - with age we lose bones density and muscles mass, it is really important to do resistance training. I would promote strength training in all women health and fitness magazines, focusing on heavy lifting training as it helps with one’s mood, hormone balance and general well-being.

Do you see yourself still working as a PT in the coming years? I do enjoy working with people and making them happy, motivating them and seeing their progress - would like to take it a bit further and become a life coach too. Currently I am setting up my live-in personal trainer business, where I can help people to transform their body in a week, and change their lifestyle habits whether it be for a special occasions/ celebrations or kick start their new lifestyle.

What's your biggest success story? A few of my female clients can do bodyweight dips and I think that is a great achievement!

There are more private studios and gyms than ever! Everyone is trying to create something new and exciting to get more clients.

I am currently working with a famous jeweller who is 79 years old and could hardly do any shoulder presses or walking planks, and when I see the progress of this client, it makes my heart melt.

Online Personal Training and virtual training became a popular thing too. Whatever works for the individual at the

Success of my clients is my success. I am really proud of what every individual I have been working with has achieved. DECEMBER 2017

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

0113 224 9402 courses@britishweightlifting.org

40 NOVEMBER 2017 www.britishweightlifting. org


FITNESS

Indoor Cardio

This feature is sponsored by:

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FITNESS

Indoor R British Rowing share their tips and tricks

Q. Tips on how to get the best out of the rowing machine The most important thing to remember when starting your indoor rowing training is to get the fundamentals right before you pick up any bad habits. Focus on the stroke sequence when rowing: legs, body, arms in the ‘drive’ phase (when you push back and straighten your legs); and arms, body, legs in the ‘recovery’ phase (when you bend your knees and slide forward). It’s your legs that need to be doing the hard work, so make sure you focus on pushing with them, and the rest of your body will follow. It might not feel natural at first but once you’ve got the technique right you’ll quickly see improvements. It’s also helpful to follow a training programme. It’s easy to do the sessions you enjoy most, but they’re not always the ones that drive the biggest improvements.

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Step 1: Getting on the machine Once seated, the first thing to look at is your feet height. The foot strap should be tightened across the widest part of your foot. To get into the starting position, your knees should be over your ankles so that your shins are vertical. If using a Concept2 rowing machine, set the damper level (the handle on the side from 1 to 10) to level four or below to help maintain good technique. Bring the monitor to eye level. This should encourage you to sit up tall and straight. Your body should be tipped forwards from the hips in a strong ‘1 o’clock’ position. Pick up the handle and you’re ready for the drive.


FITNESS

Rowing Step 2: The drive The order of sequencing is legs, body, arms. The first movement should be with your legs, then your body, followed by your arms. Legs: Push with your legs, keeping your arms straight for as long as possible. Use your core to keep your body at a 1 o’clock position. Body: Keep your wrists straight with your hands over your knees and sit tall. Once your legs are nearly straight tip back from the hips into an 11 o’clock position. Arms: Draw the handle into your lower rib cage.

Step 3: The recovery As the name suggests, use this movement as your recovery. It’s a chance to rest and breathe before you take your next stroke. The movement works in reverse to the drive, start with the arms, then the body and finish with the legs. It’s important to make sure your arms are straight, and hands are over the knees before you bend your legs to move up the machine.

Arms: From your finished position, allow your arms to straighten keeping your spine long and straight. Body: Keeping your legs straight, tip your body forward from your hips, moving from 11 o’clock to 1 o’clock. Legs: Keeping your body at the 1 o’clock position bend your knees and slide forwards until your knees are over your ankles. Recovery should take twice as long as the drive. Things to remember  The sequence is key: Legs, body, arms, arms, body, legs  Focus on your legs – 60% of the power is from the legs, 30% body, 10% arms  Maintain good core stability

Q. Tips on best practice and technique – including how minimise the risk of injury We’ve seen a significant increase in the profile of indoor rowing recently as more people recognise it as a great way to get fit and stay fit. Most fitness instructors agree that the rowing machine is the single most effective piece of kit in the gym for those looking for a whole body work out. Despite this, indoor rowing hasn’t always been as popular with gym users as other cardiovascular equipment, mainly due to a lack of education around technique and potential workouts.

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FITNESS

For gyms to fully utilise their indoor rowing machines, it’s vital to provide staff with professional training to ensure that correct techniques and exercise programmes are provided to members. That’s why, as part of British Rowing’s Go Row Indoor programme, Master Trainers have been appointed to train and educate gym instructors to help everyone get the most out of the indoor rowing machine.

Go Row Indoor Workshop British Rowing has developed a new REPS and CIMSPA accredited Go Row Indoor Workshop to improve the understanding of indoor rowing training and technique for fitness professionals. The workshop’s primary focus is to ensure attendees – who do not need any prior rowing experience – leave with the ability to deliver indoor rowing based personal training sessions and classes to clients.

focus on technique and gradually build your pace and distance. Another common mistake is incorrect posture and the tendency to round the back between strokes. Simple changes like this can make a huge difference. For example, when you get onto the machine, changing the height of the monitor to eye level and adjusting the footplate can help you to improve posture, sit more comfortably and get a good starting position.

Minimising the risk of injury Anyone who uses a rowing machine needs to be aware of good rowing technique, which can be seen in the Go Row Indoor technique video on the British Rowing website. There are some basic principles to follow with the aim to minimise the risk of injuries;  You will need good flexibility especially length in the hamstring and in hip flexion  You will need good core strength and control to avoid collapsing during the power phase of the stroke and protect the spine

Lasting five hours, the workshop covers rowing techniques; the benefits of indoor rowing; how to set up a rowing machine; indoor rowing fitness tests, apps and other technologies; how to set up and create individual focused programmes for clients; the use of adaptive equipment; and how to deliver the new indoor rowing group exercise classes to all abilities.

It’s easy to learn the basics of good technique. A simple 10-minute induction can make all the difference to the quality and enjoyment of a rowing workout, as well as minimising the risk of injury. The Go Row Indoor workshop is designed to equip gym instructors with the knowledge and confidence to run indoor rowing inductions.

Accredited by REPS (Register of Exercise Professionals) and CIMSPA (Chartered Institute for the Management of Sport and Physical Activity), the workshop awards attendees 5 REPS or 5 CPD points.

2017 British Rowing Indoor Championships (BRIC), presented by Visit Sarasota County

Good technique Recent research carried out by British Rowing highlighted that gym goers lack confidence in rowing technique. This is a key barrier to their participation and enjoyment of indoor rowing, as is not knowing what a good workout looks like. People tend to just jump on the machine and row intensely for a short period of time. Indoor rowing can easily be tailored to an individual’s objectives and fitness levels. It’s the same as when starting to run - beginners wouldn’t sprint straight away or run a half marathon and it’s no different with rowing. You start slowly,

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Date Saturday, 9 December 2017 Venue Lee Valley VeloPark, Queen Elizabeth Olympic Park, London Basic overview Within the iconic Olympic velodrome, thousands of competitors will be at BRIC, racing over 500m or 2,000m or taking part in the fast and furious 4,000m team relay. Over 120 Concept2 indoor rowing machines will be lined up and ready for action, with the motivating backdrop of bright lights, big beats and a roaring crowd. BRIC 2017 is set to be an indoor rowing event like no other. Last year, over 1,500 rowers took to the race floor, from first-time racers through to GB rowing stars and Olympic champions.


FITNESS

THE RIGHT EQUIPMENT AND PLACEMENT Paul Farrell, Account Manager at Physical Company on Indoor Cardio Equipment. A key trend we’re seeing is the location of two to three cardio machines that can be used for HIIT training – such as air bikes or selfpowered treadmills - within functional zones. This allows gym users to switch from cardio to resistance work very quickly in a HIIT workout or circuit. Assuming the gym has sufficient space to do this, it can work really well – but it’s not as easy as trundling the cardio equipment across the gym floor! Careful measurement to ensure sufficient clearance around each machine, decent ventilation, safe cable storage and durable flooring all need to be taken into consideration. We are seeing a reduction in banks and banks of cardio machines as gyms favour larger functional training zones. That’s fine but gyms then need to choose wisely which machines and what combination of cycles to treadmills to rowers they have. A lot of that will depend on the demographic of their members. In more traditional settings members do still love a 20-minute run on a strategically placed treadmill that still feels central to the gym experience. At Physical Company we employ some clever designs including platforms, raised floors and different flooring

colours to accommodate treadmills, rowers and cycles. It’s key not to skip the planning stage as getting that bit right will ensure the right flow and footfall around the gym. We can look at clever ways to fill dark corners, use ‘dead space’ and position cardio machines in such a way to feel included in the gym layout while not blocking any access or visibility for people using the weights or functional areas. In terms of buying the CV kit, we are wary of cheaper brands and would always recommend clients invest in a top-name brand which specialises in the manufacture of CV equipment. None of these items is ever a ‘filler’ and they need to be fit-for-purpose to deliver the experience customers want. Air bikes are very popular right now and you can buy some pretty cheap ones – but they can rock and little and don’t have the comfort of the more premium brands like Octane. It’s a false economy to have substandard kit: at Physical Company we’re good at trimming costs and being inventive with installs to meet budget: but CV kit is never an area we’ll compromise on. Having chosen the right CV equipment, we ensure gym owners train all their staff and offer free inductions to members. Some of the kit is very sophisticated – and you’re paying for that. To not show members how to make the most of the many functions is a really wasted opportunity.

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Christmas close out advice for Personal Trainers and Fitness Managers Matt Gleed, Master Trainer and Education Specialist, talks session sales vs. service for the New Year At this time of year, many personal trainers and gym owners are gearing up for the New Year rush. Concentrating on the new members set to flood through the doors in January, the focus could slip away from the members that have been with you throughout the year. In my opinion, personal trainers and managers often think first about offers and discounts in order to drive business through the festive period and into the New Year. Although this can deliver ‘quick hits’ in numbers, we should be selling a lifestyle; promoting a valued package that will guide someone to success. Discounting PT sessions or training packs can devalue the offering, setting a precedent of variable value. Disposable income can be tight at this time of year, but if members are always looking for the best offer, they may be less likely to fully engage in making a lifestyle change. It’s no coincidence that 80% of New Year resolutions fail by the second week of February. The fitness industry is centred on sales, I understand the need to hit targets and grow membership numbers at this time of year when people are so motivated to invest in their fitness, health and goals. But there has to be a point where the session that were sold finish, and we have a plan of action to maintain members throughout the year so that we don’t have to keep ‘selling’ to them. Stop selling personal training as a product and start supporting lifestyles. Be a service specialist, bringing packages together, rather a salesman. To flip the focus back to the service rather than the sale, think about additional services you can offer your current 46

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clients to add value outside of the gym setting; for example, consider partnerships with local sporting events like a half marathon or obstacle course race, advise on wellbeing techniques such as muscle recovery, sleep quality and nutrition. I would rather see a message of adding value than discounting sessions across the fitness industry.


business

Top Tips for Personal Trainers  Maximise your own network: Word of mouth goes a long way; use this to your advantage. Work with your existing clients to get your next. Social media is fantastic for this so make sure you’re active and engaging on your channels at this time of year. Don’t be afraid to ask clients to share your content.  Expand your offering: Become an expert on wellbeing and lifestyle change, not just fitness. Look into up-skilling your expertise and engaging with the latest trends.  Embrace technology: Using health apps, fitness trackers and wearables, you can get clients to share their summary data with you so that you can see the bigger picture. From this, you can provide much more knowledgeable advice.  Become social media savvy: There’s no question about it – you need to be on social media, and to be active on there. Use inspiring visuals, engaging content and show off your services. There’s no one-size-fits-all when it comes to social, but it’s important to have a presence. Over 45% of people watch an hour of social media videos a week and 85% of videos are watched with the audio off, so ensure content is eye-catching and use subtitles.  Increase your content: For example, put together bite-size ‘top-tips’, goal-specific training plans, healthy meal videos, blog content or seasonal training tips. Keep refreshing content, stay up to date with trends and seasonal focuses and be an expert voice on relevant health and fitness topics.

Top Tips for Fitness Managers  Play to their strengths: Identify the strengths amongst your gym floor team. Highlight their expertise and personal interests, and don’t distract them in other areas. If personal trainers are busy, leave them to it. For those looking to build their client base, find their niche and a way to showcase that within the club.  Team training: Don’t treat your sales and gym team as separate entities. The more the sales team know and can experience first-hand, the better they can explain to new members. Arrange a training session for the sales team so they get to build a rapport with the trainers, and in-turn understand their different expertise.  Reward loyalty: Obviously this time of year is key for bringing new members. But don’t forget those that have stuck with you all year. Reward them in ways that won’t tie you into to discounts – eg bring a friend day, club socials or partner offers as a reward.  Quality check: Coming into a time of operation standards checks, make sure you have up to date brochures, banners and posters. Check your signage and make sure your marketing messages are planned for January.  Motivate and lead: It’s been a long year, and you’re about to hit a busy period. Thank and motivate the team around you. Align your goals and make them a part of the planning process for the next year. If they feel invested, they’ll be more engaged and focused.

Have a great Christmas everyone! Matt Gleed DECEMBER 2017

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FIT FOR LIFE Chris Zaremba, our Fitness Over 50 Expert on how and why he got fit. I spend a lot of time in gyms these days, either trying to improve my weight-training performance or working on removing some layers of fat - usually both. In this article, I thought I'd explain why I'm doing this in the first place - and how this spreads into other areas of life.  I hope this will show that the level of addiction I have with gym-based activity brings benefits outside of the weight room - and in my case, how it's changed my life completely and forever. A little personal history first, if I may.  Up until the age of 50, I was lazy - did no exercise and ate all the wrong things.  I hit my 50th birthday at a weight of nearly 18 stone, and with a bodyfat percentage figure that I can't imagine.  Something else hit me at the same time - a doctors warning that I was in a pre-diabetic state and was heading for some other serious health issues. I used that message as a serious jolt to my system, and spent the next few years getting fit - lots of cardio in the gym, and eating much more nutritiously.  After a couple of years, I added resistance training to the mix, guided by top fitness professional Rob Riches.  As part of that, I took early retirement from my role selling dodgy derivatives trading software to even dodgier financial institutions. Which brings me to where I am now – which is about 11.5 stone, with a bodyfat level of 11%, which dips to about 7% for photoshoots, fitness model and muscle model contests including my wins for my age group at the Miami Pro World Championships. So I could talk and write for ages about 48

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FITNESS

nutrition, cardio and resistance training. Indeed, I often do.  But there have been many benefits to my adoption of a fitness-focused life – and I hope that describing these will encourage you to spend more time on all types of fitness activities – inside and outside the gym. Firstly, there are obviously the health and longevity benefits.  If I hadn't changed course eight years ago, I think I'd now be over 20 stone and pretty much immovable, being out of breath just walking across the room. That’s if I was still breathing at all.  Now I hope I have many years of fit life ahead if me and will reach 65 years fitter and healthier than ever. I've discovered sports I couldn't dream of doing - I attempted my first ever 1k fun run six years ago, then progressed through 5k's and 10k's and now regularly participate in marathons.  I've also bought a bike or two, and now cycle up to 100 miles on some days.  Add in the swimming, triathlons, mountain walking and my latest thing of rowing, and the fact that is that I have discovered the joy of exercise something that would be totally alien to me 10 years ago. And there are other benefits.  I feel much better about myself mentally, more confident and positive for the future. I now believe it's never too late - for anything - rather than the pessimistic outlook that the obese me used to have. I now share many activities with Jenny, my wife.  She had pretty much given up on me from a fitness perspective, and we spent too much time apart - as she went off for a run, while I stayed in and watched TV (and probably phoned for a

pizza).  Our time together has probably doubled, and is much more enjoyable. Outside of my family life, I've become involved In the community through the local running club and organising and presenting fitness courses, presentations and personal training targeted mainly at other over 50-year olds, but attended by all age groups.  My oldest regular training client is well into his seventies and has progressed in fitness to have a metabolic age of 44, and is still improving.  At the other end of the age range, a couple of years ago I became a mentor to 21-year old Dan Wynes, now in stunning shape and without doubt a fitness superstar of the future.  I’ve also been lucky enough to participate in fitness broadcasting. I produced and presented a couple of series of ‘Fit Happens’, a TV series that attempts to bring the joy of fitness to as many people as possible through a wide variety of sports and fitness activities. These are all viewable on my YouTube channel – www.bitly.com/ChrisVideos - including a couple of Generation Challenge specials with Dan. And every week I’m on local radio in Buckinghamshire with my fitness-focused radio show. All of these activities help me spread my fitness suggestions and ideas. It's a particularly good feeling to be able to pass on the benefits of fitness I've had to others from 20 to 70 and beyond - and be respected as a result.  This level of respect, the feeling that I'm doing something that genuinely helps others and being appreciated, is a feeling that was unknown to me in my past life. It’s a great sense of satisfaction, being of genuine help to people, that I never obtained from that old software sales role. No one ever thanked me then, and meant it as much as they do now. So, yes, I have quite a few trophies in the cabinet, videos on the hard disk and books on the shelf – and had a bit of vain-related glory on the way – but they are matched in every way by the other joys of being healthy, enjoying life and making a difference to others.  It's infectious, and I hope - well, if you haven't caught the bug yet, that maybe this article has helped. DECEMBER 2017

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TRENDS

Flooring –

What’s Going Down? Matt Johnson, Executive Director for Pulse Design & Build: Flooring can give a gym a new lease of life and getting it wrong could certainly prove costly in the long-term, so it’s well worth doing your research into the right solution for you. For instance, using rubber is perfect for weights areas. It’s slip resistant, protects sub-floors and equipment from impact and absorbs sound, which can be a concern for gyms in apartment or office buildings. Rubber also minimises the risk of weights bouncing back, which you will find when foam or thick layers of shockpads are used. Unlike foam, which has a tendency to flatten and rip over time, rubber will last for many years if installed correctly. Whereas using vinyl in weights areas is likely to cause damage to equipment and the sub-floor, leading to expensive repairs. Vinyl is a better choice in walkways and cardio areas; it can really help to brighten up a space, as rubber tends to be darker. We’d advised that foam should only be used for stretch areas. Most recently we have set up a new division called Floor Lab, which will support our Pulse Fitness and Pulse Design & Build divisions with the installation of specialist flooring solutions. We are working in partnership with several suppliers to meet the functionality requirements of our customers, whilst being mindful of their budgetary constraints. To ensure that our clients receive the best flooring solution for their facility, as part of our service we take into consideration the space available, the capacity of users at any one time and the type of training that will take place. These factors all impact on flooring requirements, making each individual solution bespoke to the client.

Paul Farrell, Account Manager at Physical Company: Flooring in gyms, as ever, reflects the overall trends of gym usage. Currently the move towards areas for sled and sprint work are driving demand for Turf flooring which is tough enough to withstand the drag of sleds back and forth. A new variety of this flooring which Physical Company favours and supplies is that with a rubber back so that weights can be used also be in these areas. Previously, with thinner turf flooring, while it was fine for sprint work, if anyone dropped a kettlebell or barbell, the concrete beneath the flooring was damaged. In addition to more durable turf, Physical Company can have any design stitched in at manufacture – a step up from the older style flooring where 50

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cut in lines and numbers had a tendency to pull apart over time with heavy sleds being dragged on them. “Another emerging development is the sound-reducing Smashtile flooring: its acoustic reduction properties and ‘quad blok’ installation system making it easy and secure to install. We’re just working on an installation at Zone Weymouth and the Smashtile is being installed to help eliminate acoustic issues because of a raised floor which is in the building when it was a large office. With more and more gym spaces being created in converted offices and residential areas, flooring like Smashtile can make a huge difference to the quality of the installation. “Gyms also like to have different colours or products to create different zones: clever mixing of colours and textures indicate to members which zone they’re in. Increasingly gyms want generous and general open space for weights areas and functional spaces – again a different flooring clearing indicates these zones. “Aside from the aesthetic aspect of mixing up flooring colours and types, there is a cost-saving to be had as well. We can install just the right amount of flooring for each purpose and, where a cheaper flooring can be used for less hard-working spaces – such as a thinner flooring of 8mm for transition spaces - we can accommodate this and save clients’ money. We have another really cost-effective solution in our Stacked range which is the only rubber solution in the World with a lamination process on a roll. This means you can have pure colour flooring (2.5mm) on a basic black base (5mm up to 12mm) that keeps costs down while offering customers a great colour range. “Mixing up flooring types – such as having weights areas with heavy duty tiles next to a Vinyl or thinners rubber and a Turf sprint track down the middle of gym – could prove tricky for some suppliers so gyms need to check their installer has the skills to pull off a ‘pick and mix’ installation. We use special techniques to ensure that flooring of different thicknesses can have a flush finish and a flat surface: the days of ‘seeing the join’ have long gone! “Replacing flooring can be disruptive to gyms but as a larger supplier we can accommodate out-of-hours installations including weekends and overnight to minimise the downtime for a facility. “When looking at a complete refurb and install, again it makes sense to use a supplier who can fulfil both flooring and equipment installs. Having one project manager to effectively run the flooring and equipment installation can save time as well as money and ensure the fit out goes like clockwork.


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business

GET THE WORD OUT Daniel Nyiri, Founder of 4U Fitness breaks down marketing, and finding your influencers.

“Start where you are. Use what you have. Do what you can” —Arthur Ashe I studied a lot of successful people on my own road to success (and I highly recommend that you do the same). I stumbled upon Regis McKenna, the author of “Relationship Marketing: Successful Strategies for The Age of the Customer” who shares the marketing secrets of Steve Jobs and Andy Grove, a famous entrepreneur from hometown and country Budapest, Hungary. In his book, McKenna says that the first thing you should do is set one hour aside each week to work on your marketing strategies. Second, and most important in my opinion, is to set a list of the top 25 influencers in your market. During the week, you should then spend that hour figuring out how you are going to market to this list of the 25 top influencers. Since you have your pitch ready, you should have no problem convincing these influencers to help you. The more influential people you put on the list, the more chances you have to scale your business bigger and faster. On my list, for example, the most influential person was two52

DECEMBER 2017


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time Miss Olympia, Erin Stern. At that time when I made the list, no one really knew about me or my business. I was just a little personal trainer still working in my business most of the time instead of on my business. However, I reached my tipping point when I decided to scale it up, step back, and work only on my business and growing it into a big empire. Inspired by this book and a few early successes, I started to reach out to these people, including Erin Stern. I used Instagram, email, Facebook, Twitter and even in-person outreach. As you can imagine, no one really want to deal with you when you are a nobody – not to mention a 24-year-old nobody still learning how to speak English. But I didn’t give up and neither should you! And I’m glad I didn’t. I am not sure if Erin remembers when we first started to talk; it took about 18 months of my persistence in contacting her before she returned my correspondence. And now, she is our spokesmodel. Once she learned about our business and what we do, she was impressed and said that she did not want to miss out on this amazing journey. We are incredibly grateful, since she has opened up many doors for us because she is well known and liked in the fitness industry – not to mention that she is regularly on the cover of “Women’s Health”, “Shape” and many other magazines. So make your list and don’t be shy about it! Don’t listen to the doubters who laugh at your list. Don’t let anyone influence your self-confidence or tell you that someone is out of your league. Don’t let people talk you out of this. You can do it. Aim high! If you aim low, you will get low. If you aim high, you get high. It’s that simple! Naturally, you need to work at this regularly, learn to not take no for an answer and shake it off when someone tells you that you are just “lucky” when you start to achieve some real success. Put in the time and it will pay off. Honestly, I prefer this method of marketing to advertising in

newspapers or magazines, which may or may not reach my target clients and will cost me a lot of money. That kind of advertising can be helpful if it’s one tool in your kit, but you need to think bigger than just paid advertisements.

Google yourself Now is a good time to Google your name if you haven’t done so already. There is nothing wrong with this practice and you should be doing it regularly. Most of your clients will do it, too. How do you measure? What comes up? Make sure you fix any problems or issues before they turn into something bigger. Take down those party pictures on Facebook – it’s time to be professional now. If you Google Daniel Nyiri, you will find everything that you need to know about me, which simply lends greater credibility to my business. Once upon a time, you would have come across a lot of pictures of me in Calvin Klein underwear from my modeling era. This worked pretty well for me when I was a personal trainer. Today, however, you have to scroll thorough quite a few pages on Google to find those pictures and you will see more of me in business attire, which is the way I want it. Go ahead google yourself. If nothing comes up, you need to fix that! Does your business come up? By the way, when I pick a doctor or personal trainer, attorney or any other person to hire, if I don’t find anything on the internet about them, I move on. Once you done any fixing or updating, you need to start working on your online profile. Be active on all social media sites and use lots of pictures and catchy text on your websites. Make sure to use keywords to your name and business on all of your pictures as well, which makes it easier for Google and other search engines to find them. How many features do you have? International or any local? You need to work on that. Once you get in magazines and TV

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shows, that will help boost your profile since their websites have millions of visitors daily. Are you on YouTube? You need to be! Use Facebook Live to your advantage; you can reach all your followers with it and you can connect them on a personal level through a series of videos. Host an FAQ and see how many people will respond. I recommend having a friend ask a couple questions to get the ball rolling. Even if you only have a handful of viewers, people still get notified you were that live and they can see it later. It’s all about building your profile and reputation – also known as free advertising Make sure to post every day, at least two times, on all social media sites. If people see that you only post once a month or so, they will quickly lose interest in you and your business. In addition, you need to give out free and entertaining information so people come back for more. Upload four valuable posts for every one promotion. While you do have to sell, you should not be selling all of the time. We have thousands of readers every day who go to our websites for our recipes; our business now has more than 150 healthy home-cooked recipes with full cooking instructions and macros with pictures and videos on how to make them and we give them away for free. We also share a variety of informational posts on why people should eat differently and work out. This is useful information but it’s still colorful and entertaining. Then we post some funny and goofy posts, especially outtakes from our trainers. On top of that, we also post many transformational stories with interesting, valuable content and pictures. It’s all about creating value, driving interest and keeping people coming back for more because they know your business offers useful and fun information. Make sure that every single thing you post on your social media sites is linked back to your website. Speaking of your website, how is that going? Do you have a professional website that generates leads for you? Or did you make it yourself? If that is the case, then you really need to hire 54

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someone to develop a new website. Have a professional do it. A professional can create a clean look and layout, metrics that test your ads, calls to action, a simple navigation and a website that makes money for you. We always use three different landing pages on our website so we can test what pictures, videos, text or colors work. We analyze this data each month and use the one that works the most and then we keep on testing. Our website brings a lot of leads in to our studio. It took me five tries to find the perfect company to design and run our website – it wasn’t easy but it was worth the process. Since then, it has been an amazing relationship and we work together well as a team. It is almost like they are part of 4U Fitness. If you Google “Mike Arc and Daniel Nyiri GSD Show,” you will find out all the details in a 60-minute interview on what to do with your marketing and how to find the right team for you! This free video will save you both time and money. You’ve found your influencers, and you’ve seen what others are seeing when they look you up and google you. Now it’s time to add it all up! You can’t just put stuff out there and hope for the best. You have to measure your marketing and advertising efforts. This means that you have to systemize everything and you have to track everything, including details such what times are people calling, what times do they answer calls in return, who are you attracting, what ads/marketing promotions are working and what ones aren’t and pretty much every other aspect of your business. For example, we found out that calling mothers to book appointments is perfect around 10 a.m. because that is when they are often free after dropping off kids; however, it is not such a great ideal to call after 5 p.m., since it is time for dinner, baths, homework and family time. But for single business women, on the other hand, we have better success when we call after 6 p.m. because they are often home and available at that time. Granted, all of this requires work and practice, but it will make your business stronger. It is another avenue for marketing and making connections. When you are calling


business

leads or clients, you and your staff must have a script both for talking with someone and for leaving a message.

Work on your website A professional website can be as expensive as building a store, but it can be just as valuable! If you just want to get a beautiful website that gives you creditability and gives people an easy way to find you and see that you are the real deal, then your business is already a winner. Just have a basic simple and beautiful website. Focus on that and slowly build the rest around it as you and your business evolve. If you have amazing landing pages like we do, your website is ready for SEO (search engine optimization); this makes it even easier for people to find you and make referrals. Customize your landing pages and test, test, and test more until you find the right one for your business. Of course, you are only allowed to work on your website if you have figured out your niche market! Without that there is no point because you don’t know who you are going after. Are you marketing to big, beefy guys or moms and busy, professional women? Your website – including the photos and the text – must reflect that or you will quickly turn your niche off if they see someone who doesn’t reflect their goals on your home page. Ultimately, the bottom line is that your website has to appeal to your clientele. If, for instance, you know that your facility has an expertise in working with high-performing athletes, then your website has to be built around that. If it is working moms, then it should to be all about them.

you will likely attract new clients this way. If you are at a business event, then your focus should be mainly on building your brand. Of course, you need to do this. There is nothing more valuable than when a highly successful businessperson who has become your client starts to introduce you to his/her peers. They are instantly sold! This is why the golden rule is that you never turn down an invitation from your client. They will be so happy to invite you out and introduce you to all of their friends. Any time we went to an event like that, we walked away with three to five new clients. And those clients stay forever and ever unless you mess something up. Look on your local Chamber of Commerce’s website for new business openings, and then go out there and introduce yourself to the new business owner. You can give him or her a deal and say that all of their new customers will receive a free session or whatever you deal or promotion you decide to offer. You just have to make sure it’s free, without a catch and has a deadline (for instance, they need to come in the next seven days or they lose it) and it should definitely have some real value. Ask some of your clients to go check out this new business, and, in return, you can give them a free session. Make sure you tell these clients to mention your business and that you sent them over. This is a great way to set up a new connection and it can pay off now and in the future. You also did your good deed for the day – helping out a local business and your own clients – so that is a winwin in anybody’s book!

Remember this: less is more! Use pictures, videos and a small amount of text on the main page. You need to build a website in a way that makes it very simple for the client who is seeing it for the first time; they need enough information to take the next step but not so much that they get overwhelmed. This means that you do not need to include a full list of services, your certifications, background or anything like that on the main page. People will lose interest if you overload them with too much information. All they really want to know is: what can you offer them, why should they join, and why now? If you answer these questions, you will draw them in. Try to use your pitch to build the website and start building it down like the way they scroll down on a page. Start with general information and at the very bottom you finish up with the specific details. Make sure that you include a clear call to action on the way so that someone can sign up for a one-week trial or a free appointment.

Network the right way If you want to grow your brand and have people talk about you and know who you are, you need to get your name out there. One of the easiest ways to do so is having your pitch down really well and attending social events where you meet other business professionals. I highly recommend you try to attend networking events where your client would hang out;

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DECEMBER 2017


OPINION

MERRY FITMAS? HOW TO BOOST ATTENDANCE IN DECEMBER Kevin Teague, Senior Vice President and Managing Director for EMEA, MINDBODY shares his tips for the Festive Period. It’s cold and dark …yes, it’s December and no one feels like leaving the house to get fit when there are parties to attend, gifts to find, families to visit and kids to manage. But, as you know, keeping up an exercise regime is one of the best things your customers can do to keep balanced and well during party season. Help your customers prioritise their wellbeing during December by following these tips from MINDBODY, the software provider for the fitness and wellbeing industry, and some of their gym owner clients. 1) Keep In Touch – “At Grace, we make sure that we are in contact with all our members to help them plan their sometimes disrupted – fitness schedules over the holiday season. If a member is away, we provide fitness plans, are a point of contact for advice at any time, plus we forward plan to book in appointments ready for their return. Providing a 360 degree approach to care is core to the Grace philosophy.” Duncan Vincent, Gym Manager, Grace Belgravia, London, UK 2) Be Available – “Gym owners should make sure they are at their premises a lot over the festive period and are available to meet and greet clients. Making a connection at this time will keep them coming back in January and beyond.” Arrichion Hot Yoga and Circuit Training, Durham, North Carolina, USA 4) Decorate for Christmas – “Make your gym or office a festive and fun place to be. It makes people happy and it doesn’t have to cost a fortune. A Christmas tree in reception, a few decorations and fairy lights will make the place a warm and inviting place to be and get everyone in the right mood.” Body Unbound Studio (Schulman RX), California, USA 5) Adapt Your Classes To Christmas themes – “It's great fun and has endless possibilities. At our aerial fitness

school, we recreate stars using Aerial Silks which always goes down well with new figures and transitions created year on year.” Christopher Wigan, Director and Ringmaster, Flying Fantastic Aerial Fitness School 6) Keeping Fit is Not Just For Christmas – “Keeping members active in your club during the traditional seasonal lows is a long term strategy, not just a quick fix. It starts at first contact with your new member and providing the very best in customer service. Members should be guided and inspired throughout the year to ensure they are excited and energised to reach their goals and continue using the club all year around.” Duncan Vincent, Gym Manager, Grace Belgravia, London, UK 7) Get Involved Locally - Christmas is of course a great excuse for getting the local community involved with your gym or health studio. Spend a day in your local shopping center, introducing yourself to local retailers, handing out promotional freebies (branded calendar or energy snacks, anyone?) and offering a special membership package to customers if they sign up in November or December. Invite owners and managers to your open days and social events to promote their own businesses as a ‘thank you’. 8) Offer a ‘12 days of Christmas’ Pass - Most people are reluctant to commit to the cost of a full annual membership without trying out some of the equipment or classes first to see if it is a good fit. Try offering a special Christmas-themed pass loaded with 12 sessions where people can try new things out for free for the month. That way, they might be encouraged to sign up when the free sessions come to an end, or encourage a friend or family member to go along as well. It is all about them finding their fit so they stick with it come January and beyond. DECEMBER 2017

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experience

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

Leisure Centre Swimming Pool Health & Safety Hazards Barry Eagle, Managing Director at Gripclad Limited, on Health & Safety Hazards you should be aware when your facility includes a swimming pool. Swimming pools are a real boon to gyms and leisure centres. Swimming provides members with a great cardiovascular, low-impact workout. Swimming is also a great activity for families to share and have some fun together. But, pools are also a place of risk, where things can easily go wrong. Gyms and Leisure Centres must take care to protect themselves and their members when it comes to duty of care and safety of their facilities. To protect yourself from liability claims, damage to your reputation and member dissatisfaction, you need to ensure that your centre or club is a safe environment.

Legal requirements There are no health and safety laws specifically for swimming pools but pool operators must comply with their general duties under the Health and Safety at Work etc Act 1974 which requires that appropriate action is taken to eliminate or control risks so far as is reasonably practicable.

These form part of any Health & Safety policy. The length and details of these procedures will vary from pool to pool, but it is essential that this document is kept up to date and available.

Training Staff training is also a crucial element to pool safety. Certification requirements vary based on job function. Whether it’s lifeguards, swim instructors, coaches or class instructors, they need on-going, documented training and a schedule of refresher training. This gives your team the necessary skills and confidence to be proactive in situations and reactive should an issue arise. But it isn't just the staff that need education. Making sure that your members are familiar with pool policies and health and safety concerns helps cultivate an environment of safe use. New member orientations give you the opportunity to highlight guidelines that your members may not otherwise be aware of.

In practice this will mean carrying out a risk assessment which is a careful examination of aspects of the operation and use of the pool during both normal conditions and in the event of an emergency. This risk assessment is known as a Pool Safety Operating Procedure (PSOP).

New members are more likely to use a pool without thinking about safety than any other facility at a leisure centre. The familiarity of swimming pools outside a gym or leisure centre can cause people to become complacent with safety, which is a big risk. Spending time during new member orientation to go through pool safety will help keep this issue in their minds. It is also a great forum for your members to ask questions regarding safety, before they use your pools.

Pool Safety Operating Procedures are written documentation which informs pool staff and users of the working practices of the establishment and the actions to be taken in an emergency.

Putting up appropriate signage and physical safety measures all go a long way to ensuring that your centre or club is insulated against liability.

60

DECEMBER 2017


experience

Practical safety While good pool design will eliminate many potential hazards, most pool managers will have responsibility for an existing pool, in circumstances where they cannot make changes to its layout or major features. In such circumstances there are some simple ways to augment existing sites to maintain good safety. For example, replacing existing tiles and surfaces with non-slip alternatives. Being proactive is the best way to prevent problems. Limiting liability starts before an accident occurs.

Slip resistance Water is a constant around swimming pools. You can't really avoid it. This is why tactile, slip-resistant flooring is so important to poolsides, locker rooms and other hightraffic areas around the pool. Slip and trip hazards can be reduced by good design. Surface roughness, moisture displacement, the profile and surface pattern of the finish and foot grip, all affect slip resistance. The slip resistance of any given surface will diminish if the gradient becomes steeper than 1 in 30 or is less than 1 in 60 because such a shallow gradient is not sufficient to ensure that moisture drains away. The normal recommended range for the fall in wet areas is between 1 in 35 and 1 in 60. When combined with a slip-resistant finish such as a ‘25-stud’ ceramic tile, this should create a satisfactory surface for members. If you opt for a floor finish or coating, remember to make sure it is appropriate for wet bare feet and shod feet in both wet and dry conditions.

Drainage To prevent water pooling in high-traffic areas, make sure the gradient of the floor effectively drains away any surface water. The maximum gradient of 1 in 35 for floors and 1 in 15 for ramps should not be exceeded. Around the pool, ensure that your drainage channels are covered and regularly monitored for damage. The interlocking plastic grating that covers swimming pool overflow channels is prone to stress, breaking over time with the constant movement of water. When bits break off and float into the drainage system, it can lead to costly damage. In addition, debris floating around in your pool spoils the experience for your members. Alternatives to common plastic, such as GRP, are more robust, making for a more reliable material for channel covers that is still fit for the purpose of draining water.

Poor lighting Lighting is important, especially for areas that aren't suitable for windows that allow lots of natural light, like changing rooms. Poor lighting can lead to accidents, especially slips and trips. Changing rooms need a balance of light. Much like a bathroom, lights need to be brighter over the mirrors to ensure a shadowless reflection but there doesn't need to be as much in the toilets or showers. However, make sure there is sufficient light to see clearly, as a fall in the shower can be dangerous. In general, you should ensure that your site is equipped with automatic lighting. Automatic emergency lighting, powered by an independent source, should be provided where sudden loss of light would create a risk, such as during a power failure, so that emergency evacuation procedures can be carried out safely. Swimming pools are one of the most attractive facilities to potential members, making them a real asset to your organisation. However, it is vital that your pool is as safe and hazard-free as possible for the pleasure of your members and the security of your reputation and liability. DECEMBER 2017

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TRENDS

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

ISSUE 21 // December 2017

MARKETING Network the Right Way

Leisure Centre Swimming Pool Health & Safety Hazards London’s Best Kept Secret:

Mike Burt introduces us to One Performance UK

How the High-Tech Fitness Experience Went Mainstream CHRISTMAS ADVICE FOR PERSONAL TRAINERS AND FITNESS MANAGERS

JP Blazek

My Ironman Journey DECEMBER 2017

1

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


HD Athletic Perimeter

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


Welcome... …to the December 2017 issue of Gym Owner Monthly Magazine. It has most definitely gotten colder and darker, and the Big C (that’s Christmas in case you were wondering about my language) is almost upon us. As we are closing out 2017, and getting ready for the New Year – and with it a whole host of resolutions, some of which will become reality, some of which will fall behind - we have put together one last issue for you for 2017. In this month’s issue, you can learn more about our JP Blazek’s Ironman Journey, who is gracing our cover this month, on pages 14 - 15, and (virtually) meet Mike Burt from One Performance UK, and Dean Boyle from Gym Upholstery UK, on pages 26 – 29, and 34 – 36 respectively. We have also assembled a host of Marketing and Christmas Tips from the likes of Daniel Nyiri, on pages 52 – 55, and Keith Teague on page 57. I am now getting ready to move across the pond, Christmas isn’t stressful enough you see, but rest assured, we have big plans for 2018, including our very first Boutique Gym Event, and of course monthly issues of Gym Owner Monthly Magazine, The whole team wish you and yours a fantastic festive period, and a successful start into the New Year. See you on the other side!

Nicky & The GOM Team

EDITOR:

MEDIA & MARKETING MANAGER:

PUBLISHING DIRECTOR:

Nicky Sefke

Sonja Sefke

Paul Wood

ns@gymownermonthly.co.uk Tel: 07922 520 935

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

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

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

 @GymOwnerMonthly  gym-owner-monthly-magazine

Keep up to date

The only fitness industry magazine endorsed by British Weight Lifting

COVER MODEL: JP Blazek

© 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.

DECEMBER 2017

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Contents TRENDS

14 24

07

17

38

34

17

TRENDS

4

26

09 50

News The latest news and hot topics in the industry.

62

Appointments A round-up of industry movers and shakers.

Flooring What’s Going Down? Matt Johnson & Paul Farrell on flooring trends

26

London’s Best Kept Secret Mike Burt introduces us to One Performance UK

34

Vision, Health & Hygiene Dean Boyle on his business Gym Upholstery UK

38

PT of the Month We meet Evelina Krapane

SPOTLIGHT

EXPERIENCE

07

2017 & 2018 - The Year Ahead What we are up to

60

14

My Ironman Journey JP Blazek tell us about training for, and completing his second Ironman

BUSINESS

24

The Power of Nutrition in Boosting Revenue Daniel Herman from Bio-Synergy on supplementing your profits

DECEMBER 2017

17

Ask the Expert Leisure Centre Swimming Pool Health & Safety Hazards

Data An Operator’s Best Friend Kerstin Obenauer from eGym on how to successfully use data to your advantage


TRENDS

46

36 21 57

52

41 48 46

Christmas Close Out Advice for Personal Trainers and Fitness Managers Matt Gleed on session sales vs. services for the New Year

52

Get The Word Out Daniel Nyiri on marketing and finding your influencers

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

TECHNOLOGY

21

FITNESS

41

Indoor Cardio Feature Tips surrounding Indoor Cardio

48

Fit For Life Chris Zaremba shares how and why he got fit

OPINION

GEAR

36

31

How The High-Tech Fitness Experience Went Mainstream Lauren Hickey on how High-Tech is now commonplace

31

Improving Your Gym Induction Process Keith Smith on how to improve an important part of the Gym Experience for members

57

Merry Fitmas? How to Boost Attendance in December Kevin Teague’s tips for the Festive Period

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

5


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spotlight

2017 & 2018 The Year Ahead The GOM Team on the New Year, and some facts about 2017 as it draws to a close

2017 is almost over, which naturally means, 2018 is almost here. As they say ‘Go Big or Go Home’, and that is certainly our motto here at Gym Owner Monthly Magazine. 2017 saw some changes on our in-house team, and we are raring to go to make 2018 our year, and yours! We will of course be providing you with the great regular content we always provide, but we will also focus on subjects so far untouched, such as Rehabilitation, Disability Access, Obstacle Races and so much more. As part of this, we will also be looking at Gyms worldwide – we’re sure we can all learn from each other, and become bigger and better! As part of this, we will also be introducing reviews of products and services by our team, to give you all the facts, information and the lowdown.

Do you think you have the best product, kit or service going, whether in the US, Europe, or anywhere else in the world, and want to see a review right here in the magazine? Email Nicky at: ns@gymownermonthly.co.uk DECEMBER 2017

7


spotlight

With a flurry of events happening next year, these are the ones we’re most looking forward to:

IHRSA 2018 21-24 March, San Diego, USA

FIBO 2018 12-13 April, Cologne, Germany

Bodypower 2018 11-13 May, Birmingham, UK

Boutique Gym Event 6 June, London, UK

The total UK fitness market has just over 6,700 gyms and an overall penetration rate of 14.9%. England, the largest and most populous country, is home to most of the UK’s gyms; it also has the highest penetration rate (15.3%). Northern Ireland, Scotland and Wales all have penetration rates over 10%. How much growth will the industry see in 2018? 8

DECEMBER 2017

NORTHERN IRELAND

SCOTLAND

Fitness Market

10.2% WALES

12%

165 gyms

14.5%

600 gyms

ENGLAND

15.3%

5,600 gyms

360 gyms UK Fitness Market

Source: 2017 State of the UK Fitness Industry Report


TRENDS

News

Upfront

What’s hot in the fitness industry

British Rowing and British Triathlon Announce Grassroots Partnership British Rowing and British Triathlon, the national governing bodies (NGBs) responsible for creating the innovative mass participation products Go Row Indoor and GO TRI, have announced a partnership to cross-promote and align their activities. The biggest event is the British Rowing Indoor Championships, presented by Visit Sarasota County taking place on Saturday 9th December 2017 at the Olympic Velodrome. Pitched at a similar audience, British Triathlon’s GO TRI product is designed as a fun and informal way for people to access triathlon for the first time. For those not ready to take on a full outdoor triathlon, the GO TRI Gym product provides in-gym training delivered by triathlon-trained instructors to practice and progress swimming, cycling and running skills. The GO TRI Gym Challenge currently recommends indoor rowing as an alternative to swimming, where there is no pool access or where the swimming Helen Rowbotham, Director of Innovation at British Rowing, says: “We are excited to be working with British Triathlon on the integration of indoor rowing within its GO TRI Gym Challenge product. There is a natural alignment between our products, with indoor rowing being a highly effective work out, which is perfect for cross training. We’re confident that this

element is considered to be a barrier by the participant. With recent research highlighting indoor rowing training as a key skill gap amongst fitness professionals, this partnership between the two NGBs will ensure professionals have access to highquality indoor rowing training, both as a stand-alone activity and as a key component of future GO TRI training.

unique partnership will enable us to attract new

Jenny Vincent, GO TRI Strategic Lead at British Triathlon, adds:

participants to help grow both sports.”

“There is great synergy between our brands, and as forward

British Rowing’s indoor rowing strategy, Go Row Indoor, brings together industry partners, addressing barriers to participation and growth, and provides a collective voice and profile for the sport of indoor rowing that hasn’t previously existed. The new programme includes training for fitness professionals, a series of group exercise class models, a wide range of training resources including a tracker and challenge app, as well as national and regional events.

thinking NGBs we have similar visions for mass participation. As part of our agreement with British Rowing, we will include Go Row Indoor components within the GO TRI Gym training product and associated resources. Where appropriate to the setting, we’ll also promote indoor rowing as an alternative third discipline within existing GO TRI events.” Reflecting market demand, the partnership will also explore

DECEMBER 2017

9


TRENDS

opportunities to develop new indoor rowing triathlon challenges, events and other supporting resources. It is hoped that the partnership will help both British Rowing and British Triathlon achieve their respective participation goals – to increase the number of people indoor rowing by 10% over four years; and to encourage 25,000 people to register for GO TRI by April 2019. For more information about Go Row Indoor, please visit www. britishrowing.org/indoor-rowing, or to find out about GO TRI, please visit: www.gotri.org.

Marketing experts to feed into DataHub intelligence tool

It leads to more informed decisions and adding Bigwave media’s expertise to our specialist partner programme can only help the sector to create more links between what they do, when they do it and how they market it in order to improve health outcomes.”

Hatton Academy Announces 2018 Course Dates New course calendar is Academy’s most extensive to date, with 25+ courses nationwide during first half of the year Hatton Academy, the UK’s number one boxing training provider and backed by four-time World Champion Ricky ‘the Hitman’ Hatton, has released its most comprehensive course calendar to date for January-July 2018. As the only training provider to be accredited by REPs, CIMSPA and the British Boxing Board of Control, Hatton Academy offers a multi-level ‘boxing for fitness’ programme designed to ensure fitness professionals can incorporate boxing skills into any fitness training programme, effectively and safely. The courses are specifically designed to equip trainers with comprehensive technical boxing knowledge without the need for contact and as part of one-on-one or group training sessions through three levels of training; Boxing Fundamentals, Advanced Boxing and Elite Trainer.

Bigwave media has joined the DataHub as an official partner and licensed reseller of its modules. The agreement will see the sport and leisure marketing company inputting its knowledge and expertise – based on 10 years’ experience running campaigns for more than 450 leisure facilities annually – into developing the DataHub’s Marketing Intelligence module. The DataHub provides an automated, secure way for health, fitness and sports providers to aggregate physical activity data, allowing them to benefit from sector-wide shared business intelligence, best practice and benchmarking for the first time. It’s the largest repository of sports and leisure participation data in the UK, holding data from more than 320+ million visits to more than 1,300 health clubs, sports facilities and leisure centres.

In response to a growing demand coupled with the rise in popularity of boxing in fitness, the schedule is the Academy’s busiest to date, with more than 25 courses over six months and venues across the UK in London, Manchester, Edinburgh and Cardiff. Private group sessions can also be arranged with Hatton Academy master trainers. The new course calendar coincides with the re-launch of Team Hatton, a members-only platform that provides access to the latest news, exclusive interviews and behind-the-scenes content from Hatton Boxing. For Hatton Academy qualified instructors, Team Hatton also offers extensive information, programmes and content to support the delivery of training sessions.  Session plans for Hatton Boxing’s new group exercise concept

DataHub’s Marketing Intelligence module uses this sector-wide business intelligence to inform targeted local marketing campaigns. Automated processes help to reduce administration time, alleviating some of the manual email management leisure providers often handle. The module seeks to positively impact customer growth and retention by improving the member journey.

Fight Camp are also now available via the platform; designed by

Simon Beer, Digital Director at Bigwave Media, said: “The partnership will enable us to further understand and feed in what ‘good’ looks like for marketing to the sector, based on working examples and campaign metrics. This will help to provide insight to DataHub Club members on the most appropriate communication channel for their demographic groups.

www.teamhatton.com.

“We will be able to offer users both strategic and practical support around all aspects of marketing to their key audience, from implementation and templating to usage and integrated campaign management.”

If you’re a staunch coffee lover, you may already be familiar

Chris Phillips, DataHub Head of Sales said: “Amassed data is power. 10

DECEMBER 2017

expert master trainers, Fight Camp combines boxing skills and high intensity training to incorporate into group and one-on-one sessions. Visit www.hattonacademy.com to view upcoming course dates and to find out more about joining Team Hatton, visit

Nitro Coffee: The Best Way to Fuel your Workout with one of the biggest trends to hit the coffee market this year. On appearances, you’d be forgiven for thinking you were drinking Guinness or Craft Beer. Like beer, Nitro coffee is served through a tap and like Guinness it needs a little time to settle. But the result is distinctly un-beer


TRENDS

Energy drink sales have

University of Warwick to have ‘the most active university campus community by 2020’

been increasing steadily

Plans for new £49m Sports and Wellness Hub to open in 2019

like; silky, smooth, velvety, ice-cold coffee. It’s delicious and the perfect pre-workout energy boost!

during the last ten yearssales are estimated to be 150% up against 2007. But pre-mixed drinks containing gas, taurine, creatine and who

The University of Warwick has the vision to ‘build the most active ‘University campus community in the UK by 2020 with everyone active everyday’. Following a competitive tender process, Technogym has been confirmed as partners and suppliers of the new Sport and Wellness Hub, using its mywellness cloud technology

knows what else are not

and state of the art equipment to help bring this vision to life.

exactly compatible with

Warwick Sport has a mission to inspire and motivate Warwick

the expectations of the tech loving, Instagrameverything, gym-goers of today. It is possible to provide your members with the caffeine they enjoy in a format that is natural, without additives, fat, sugar or dairy and that is brag- to yourfriends and Instagram worthy.

students, staff and the wider community to engage in an active lifestyle and ensure a positive experience in relation to sport and physical activity at Warwick. At the very core of Warwick’s strategy is a firm belief that participation in sport and physical activity is an extremely positive thing that not only directly benefits the individuals who participate, but also their wider social networks

We are entering what some have called ‘the golden age of fitness’

and community at large. For Warwick, having a regularly engaged,

with the number of clubs and members at an all-time high. Whilst

interested, sociable and active community is highly beneficial in

this is great for the nation and for the industry, it means that the

terms of setting down the foundations to enhance students’ skills,

pressure is on to differentiate your club from the competition. We

build lasting positive relationships and enhance its reputation as a

don’t need to tell you that a loyal customer base is a key success

university of choice.

factor for all clubs and that you build your business on regular members that return to the club week in, week out. But equally important is ensuring that there are new pieces of kit to keep them interested, so that the craving for a change of scenery never creeps

As part of this mission, the University of Warwick is investing £49 million into new sports facilities across campus, including a new Sport and Wellness Hub which will contain a plethora of facilities

in.

for students, staff and the wider community to utilise. The Hub

This is where we can help! Our Brew’d Nitro Cold Brew system is

high performance strength and conditioning area; cardiovascular,

sure to be the perfect addition to your gym and a cost-efficient way of creating excitement in your club. Whether your main focus is on technology, performance, member experience or all three, Nitro

will also house the largest gym in Higher Education including a weights and functional training area; dedicated Group Cycle studio and ergo room, alongside four additional studios to deliver classes.

coffee is sure to tick all the boxes. Perfect for the gym and health

Prior to the new Sport and Wellness Hub opening, Warwick Sport

club market, it is easy to install, requires no kegs, fridges, nitrogen

will be working closely with Technogym in tracking participation

canisters or water supply and can be installed almost anywhere.

levels using the mywellness cloud technology, as well as

9 Reasons to Get Brew’d 1. At 77mg per 100 ml it has twice the caffeine of most energy drinks

implementing initiatives across campus to encourage individuals to be more physically active. “We are excited by the prospect of continuing our partnership with

2. It has no added sugar

Technogym to achieve our ambitious vision,” said Lisa Dodd-Mayne,

3. It’s Zero Fat

Director of Sport & Active Communities, University of Warwick,.

4. It’s dairy free 5. It’s gluten free 6. It’s low calorie – just 16 calories per serving 7. It is cold, so won’t make your members hot before a workout 8. Brew’d is a self-contained unit- no kegs, nitrogen gas, fridge or water supply required!

“Their ethos and vision to spread the wellness lifestyle and inspire people to take up physical activity to protect their health aligned perfectly to our active campus vision. The Technogym team showed real passion in supporting us and really got into our DNA to understand what we were trying to achieve As a global brand with an exceptional reputation in the world of sport for quality, innovation, technology and performance, they are a perfect fit to ensure our new gym facility provides an exceptional experience for

But most importantly…

our users.”

9. It’s profitable! You can make money selling Brew’d in

“The University of Warwick’s vision is truly impressive and we are

your club.

proud to be supporting them with bringing it to life,” said Steve

To find out more about why Brew’d Nitro Cold Brew is the

Barton, Managing Director at Technogym UK. “We share a passion

best way to fuel your members’ workouts and about the

for getting people active and look forward to continuing to work

other great range of coffee and beverage solutions we have

closely with the Warwick team over the next few years to help

to offer call 0800 8499110 or visit www.liquidline.co.uk

them achieve their mission.” DECEMBER 2017

11


TRENDS

5 Top Tips for Increasing the Versaclimber Approaches The Number of Promoters in Your Peak Of Group Class Training Following the launch of Europe’s first Versaclimber group training Club Based on the latest findings from their research partnership with esteemed academic, Associate Professor of Sport and Health Sciences at University of Exeter, Dr Melvyn Hillsdon; TRP (formerly known as The Retention People) have shared with us their recommendations for increasing the number of brand advocates in your club. With previous research showing that members who are club Promoters (scoring a 9 or 10 on their NPS®) have better retention rates, TRP wanted to understand what gym owners and managers can do to increase the number of Promoters on their books. In their last report, it was discovered that there is a strong correlation between whether a member receives communication from fitness staff when they visit their club and whether they are a Promoter. This led to the latest research in which the impact of more communication channels, both those in-club and away from club, are examined in depth. You can download the full report ‘Can a Comprehensive Communication Strategy Increase Member Loyalty?’ (containing all the findings) for free on the TRP website here. 1. Tailor Communication Channels Tailor communication channels to specific member groups where possible (namely face-to-face communications, email, telephone and SMS). This is particularly important for male members, who the research shows have differing preferences dependent on length of membership and age. 2. Don’t Undervalue Time Spent Talking to Members Maintaining an ongoing conversation with your customers is as important as ensuring your changing rooms are clean. Keep operational hassles to a minimum and use communication to delight members and overcome those issues you can’t resolve. Receiving just 2 channels of communication is shown to remove the negative impact on the likeliness of being a Promoter that a single bad club experience can create.

class in March 2017, the popularity of the infamous training tool has gone from strength to strength, with more people than ever now realising the effectiveness of this full body workout.

London boutique gym, BXR London was the first in the UK to launch a range of Versaclimber group training classes, providing a full body low-impact cardio training option – ideal for those with existing injuries and may not be able to use a treadmill or spin bike. Accompanied by high-energy music, the Sweat By BXR classes range from its ‘Climb to the BEAT’ session, providing a gentle introduction to the machine up to its ‘HIIT Climb’, where participants also wear heart rate monitors to track results. Alex Nicholl, Co-Founder & MD at Sweat By BXR, said: “When conceptualising and developing our cardio classes we wanted to appeal to a wide audience and remove the scepticism around the Versaclimber and that only individuals with the highest levels of fitness could use it. “Since the launch earlier this year, the demand for each session has been astounding, with the majority spaces being reserved well ahead of each session – we have even had to install more machines to manage the high levels of interest. We look forward to developing our classes further as we move into 2018.” Neil Kelford, managing director at Versaclimber UK, adds: “We’re delighted by the success of the UK’s first Versaclimber fitness classes. This concept has already attracted high levels of attention by celebrities and fitness enthusiasts in the United States, and I can’t wait to see how the concept continues to grow across the UK. “In the coming months, I envisage the Versaclimber playing a greater role in traditional circuits or interval training – we have already begun to see many instructors across the US incorporating climbing with TRX and Pilates.”

3. Encourage Your Fitness Team to Talk to Male Members There is a gap between the proportion of male and female members receiving face-to-face interactions on the gym floor. According to the research, only 33% of male members report speaking with fitness staff compared to 43% of females. Male members who receive fitness staff communication are 2.4 times as likely to be Promoters than those who don’t. Across the board there is a great opportunity to increase face-to-face in-club interactions for all members, both male and female. 4. Create a Comprehensive Communications Plan Develop a comprehensive and varied communications plan which is maintained for the life of the membership. Social media and fitness staff interaction are particularly powerful channels (across all member groups) which should be a focal point of your strategy. 5. Harness the Power of Social Media Social media has been shown to increase the chances of a member being a Promoter 3-fold compared to not receiving interaction via the channel! Get all your members following you on your social media channels and ensure you are regularly posting engaging content that adds value. Make it part of the onboarding process to ensure they have access to your online community from day one. Net Promoter, Net Promoter System, Net Promoter Score, NPS and NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

12

DECEMBER 2017

For more information on Versaclimber, visit www.versaclimber.co.uk.

Fitbizzle Fitbizzle is a simple and affordable booking system for small fitness studios and independent fitness instructors who want to grow their business and save time on administrative tasks. All Fitbizzle users get their own, beautiful online shop that allows them to easily keep track of their schedule, signups and cancellations, as well as offer one-click purchases and managetheir waiting lists. With Fitbizzle, you only pay for what you use, as users are charged 2% of the sales they make through the platform monthly. This makes Fitbizzle an ideal choice for part time and seasonal instructors, as well as smaller studios. Visit www.fitbizzle.com


spotlight

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

Contact:

Request a media pack and discover how Gym Owner Monthly will enhance your business.

Nicky Sefke Editor ns@gymownermonthly.co.uk

“This is the best reference magazine in our industry. The team at GOM are doing terrific work in raising current issues, providing solutions and guidance as well as generating ideas to improve service to our members�

Sonja Sefke Marketing ss@gymownermonthly.co.uk

Paul Wood Sales Director & Publisher pw@gymownermonthly.co.uk +44 (0) 7858 487357

Derrick Harris, Manager, Newry Sports Centre

FREE subscription available at www.gymownermonthly.co.uk DECEMBER 2017

13


spotlight

My Ironman Journey JP Blazek, owner of Fitness by JP, tells us about training for, and completing his second Ironman As a PT, I like to motivate and push my clients to always get that little bit extra out of every session they take part in. Even if it’s one more Press-Up or 10 meters more on the Rowing Machine, every little step counts! Although there is undoubtedly a fitness factor involved, often, it’s their mind that gives up, not their body. What is really fascinating to observe is that when pushed to do those extra three PressUps, or those extra few meters on the Rower, they can physically do it, so my work often revolves around getting them to believe that they can do it! I’ve always been fascinated by how far endurance athletes can push themselves, and it was my interest in discovering how far I could push my mind that led me to compete in my first Ironman 70.3 event in Zurich in 2014, and subsequently progress to the Ironman Distance in 2015. With the buzz and thrill of being part of such an amazing event, coupled with the immense satisfaction of having been able to conquer the hardest one day event on the planet, I promised that I would

be back again in the not too distant future! Maintaining my promise and following a successful race in the 70.3 Distance in Lanzarote, it was this time last year, that I decided it was time to go back to the long distance and therefore signed up for Ironman Zurich 2017! Although a triathlon is a multi-discipline sport, there is no doubt that if you want to finish in a good time at Ironman Distance, then the bike leg is key. Unlike my preparation for Ironman Barcelona in 2015, in which I focused primarily on aerobic fitness during the winter months, I decided to try something different by adopting a reverse periodization approach, where I would focus primarily on improving my bike FTP (Functional Threshold Power or your highest sustainable pace over one hour) during the winter months, and wait until the spring (and brighter and longer days) to develop my aerobic fitness. I therefore set-up a 16-week preparation plan (2 blocks of 8 weeks with one resting week in between) which focused on maintaing swimming technique and running fitness, while working on improving my bike FTP. Although improving your FTP is technically straight forward, it does imply hours of hard work at some very specific power. A typical preparation week would look like this: Mon: 60 min swim + 45 min active recovery spinning Tue: 60 min Threshold Turbo Trainer session Wed: 60 min Aerobic Run (I used a 9-min run – 1 min walk strategy throughout the winter) + 45 min strength training Thu: Rest Day Fri: 60 min Threshold Turbo Trainer session Sat: 45 min Aerobic Run + 45 min Strength Training Sun: 2-3 hours’ Aerobic bike ride

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5 ½ hours on the bike including up to 6x20min intervals at Ironman 70.3 pace. For the running side of things, I also completed three weekly sessions. One long run of up to 30Km, one 8-10Km maintenance run and then a brick session of up to 60 minutes on the back end of my long bike session, which I’d often finish faster than race pace. All in all, the weeks become gradually longer, topping up at 15-16 hours of training.

I generally used a 3 to 1 week step loading pattern throughout this phase and the following ones. I found that this schedule worked really well for me as, with a maximum of 10 hours of training per week, it fitted in perfectly with my busy PT schedule. As the spring was finally on its way, I felt that all the hard work was finally paying off and the results spoke for themselves with a 10% improvement in my FTP! My improvements weren’t just limited to the bike. Although I chose to limit my running during the winter to keep my legs fresh for the hard bike sessions, all the work on the turbo trainer transferred beautifully to my running. All in all, I was a much stronger athlete. For the next 8-10 weeks, my attention gradually started to turn towards improving my aerobic endurance. I therefore added a third run to my weekly programme, with the longest run gradually getting closer to two hours, I added a second swim, and I aimed at maintaining my FTP, while building my long weekly bike ride up to four hours. Once again, my training load remained sustainable with no more than 10-12 hours per week. Feeling positive and very motivated, I was now left with the final push towards Ironman Zurich: Eight Weeks of build, followed by two weeks of peak and race week, and this is where things become specific, and long. The build phase is where your sessions become more and more race specific, both from an intensity point of view, as well as from a distance point. Since cutting your swim time by some margin often requires a lot of hours for an arguably low return, I decided to focus mainly on technique and developing my endurance for this discipline. My weekly schedule therefore included one technique swim, one open water swim and one endurance session, which gradually built up to include 40x100m intervals at race pace. For the Bike, it was a question of maintaining my FTP, while working on improving both my aerobic endurance and my muscular endurance. My weekly schedule therefore included an one hour turbo trainer session to maintain my FTP, an one hour active recovery session and then the long ride: up to

It was now time to finally taper and try to recover from months of training while still maintaining my fitness. What I did was gradually reduce the volume, while maintaining or at times even upping the intensity of the sessions. The taper is a very delicate part of a training programme and it’s very often difficult to find the right balance. My taper plan for Ironman 70.3 in Lanzarote had worked extremely well, so I opted to follow a similar pattern. Unfortunately, I never felt that I could reach both my physical and mental peak at the right time and on race week I had to deal with a cold and bad throat that did very little to help boost my confidence for race day. As race day arrived, I tried to convince myself that all the hard work would pay off and that I would have a great race. My swim went really well and exited the water in 1h04min, which was exactly what I had planned for. As I got on the bike, I instantly knew that it wasn’t going to be my best day, though I also knew that on such a long journey things could possibly get better. So, I stuck to my plan pushed on and eventually finished my bike leg in 5h26min. After 6h35min I was finally able to tackle a full marathon. In my mind, I had a secret target of finishing under 10hours and I knew that if I could stick to my running plan, I’d have a chance of getting there. To confirm that this wasn’t my best day, after 10km I had very little left to give. In 30 degrees temperature and in the baking sun, it became apparent that today would be a fight for survival. After having faced an infinite amounts of ups and downs I eventually managed to complete the marathon in 3h59 minutes, crossing the line with a total time of 10h38min. Straight after the race, and for a number of days I didn’t really know if I should feel satisfied with having been able to complete my second Ironman, or if I should be disappointed for not having been able to be at my best and perform the way I wanted to. I eventually concluded that it was still a great achievement, though I would take the learning points from my preparation and that I will one day return to complete my mission of completing an Ironman in under 10hours. Training for and completing an Ironman is without a doubt an incredible journey and a huge achievement. It’s a journey that starts 9 months before race day and that requires your full commitment. In essence, the training is what really makes you an Ironman. There are moments where you feel really good and you think you’re unbeatable. Then come the bad days and weeks when you lose faith in your ability to get there. There are many times when your body is feeling bad, when your mind plays tricks on you and you just want to quit real bad! The reward for battling through all these ups and downs is a 3.8Km Swim, 180Km Bike and 42.2Km Run which will challenge you like nothing else, but that will fill your life with an incredible sense of achievement, pride and a journey from which you can learn everything you need to apply to your daily life! DECEMBER 2017

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business

DATA – AN OPERATOR’S BEST FRIEND Kerstin Obenauer, Country Director at eGym UK, looks at ways data enables gym owners to deliver a superior member service to improve retention and also better engage with third parties to attract more members from a wider segment of the community. Over the next few years, data is going to be the key driver in gym floor service delivery. It will not only enhance the way we interact with members, deliver workout plans and measure performance, it will also enable operators to evidence participation and the precise activities undertaken. This is so important when forging links with partners such as GPs and other allied health professionals to deliver wide reaching social, economic and health outcomes. According to Ofcom, two thirds of the population now owns a smartphone. This means that the majority of people who walk onto the gym floor are used to being able to call up all sorts of information at the touch of a button. This fingertip accessibility has made people hungry for instant data. Gym owners need to be able to satisfy this demand. Fortunately, advancements in digital technology specifically designed for fitness, plus the sector’s willingness to promote connectivity between brands, means gym operators are, right now, able to provide a data rich service which provides users with instant access to detailed information and feedback relating to all their physical activity and health. For example, through using eGym’s highly developed open platform, users can access data collated from multiple sources, including other fitness providers, via a single access point. This is a service we are continuing to develop through our eGym ONE programme. In the future, users DECEMBER 2017

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will automatically assume the gym they join will offer a fully connected solution. We are not at this stage yet but it’s coming and gym owners are advised to prepare now for this inevitable consumer expectation. In addition to enabling users to collate data, gym owners are also advised to explore how data can be used to support gym teams in the delivery of more meaningful member interactions which create personalised touchpoints at the right time, to drive users towards goal achievement and ensure they stay with the gym for longer. At eGym we have developed the ‘task’ feature. When the member enters the gym, and the review is due, the Trainer app will let gym floor staff know, so that they can make an approach and get the review arranged. This helps maintain personal contact between the member and the gym team, enhancing the relationship and ensuring that the member’s training programme remains motivating and progressive.

their goals much faster. Data can also be used to motivate. If a log of the user’s physical activity is being collated, why not use that data to feedback to the member on the effect the training is having on their health? That is exactly what we have developed at eGym. We understand that staying committed in the early days of a new training plan, before the results are physically visible, is tough. It is at this time that the user is most likely to quit. To help individuals stay on track, eGym uses the data collated to feedback information about the health benefits the user can expect to experience from the level of physical activity they are undertaking. This helps to reassure that the training is having an ‘invisible’ positive impact on health and wellbeing.

An infinite number of tasks can be created so gym owners can use this function to help manage and deliver any member journey. The days when member information is filed away in a dusty draw and individuals are left to their own devices are limited. Users will soon expect a much more personal, data-driven, digital member service.

Data is also used to generate points, determined by the duration and intensity of the physical activity they complete, which move users through a system of activity levels. This reward for progression helps to motivate users individually. In addition, points are also used for friendly competition against other gym users and friends on the leaderboard, providing the opportunity to socially interact with other members.

For a gym using the eGym solution, all members are provided with a secure online account. This account not only stores programmes prescribed by the trainer but also data to automatically setup the equipment and run the programme prescribed, taking care of all variables such as resistance, duration and intensity. This leaves the user free to focus on and enjoy the workout, following the interactive on-screen eGym Curve, driving them towards

So, data is already being used in all kinds of ways to improve the user experience. A motivated user being fed constant feedback and seeing progression, even if minimal, on performance and health is a satisfied user who will continue to pay their subscriptions. The industry continues to battle poor retention with most gyms turning over more than 50 per cent of their membership every year. I believe that clever use of data, used to deliver a much more

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business

by the health professional and worked into a full patient assessment plan.

personal, results-driven and motivating experience will be instrumental in addressing this issue. Operator driven data collected from individual users can also be collated to provide intelligence on the membership as a whole. Data collation such as unique users per month, new users per month, total number of sessions per month, breakdown of user usage per month and sessions by time of day gives a gym owner the chance to benchmark against previous performance and identify downturns quickly so that systems and procedures can be put in place to address them. These reports are only as good as the data collected from individual users. The more effective a gym can be at bringing together data from a multitude of sources, in the way that eGym software enables, the bigger the pool of data and the more accurate the resulting intelligence will be. As a sector we are way behind the curve when it comes to the use of data as a means of better understanding consumer needs as well as implementing solutions in line with the needs of the business. This kind of data-led strategy has been driving the supermarket sector for years. It was way back in 1995 that Tesco launched the UK’s first consumer loyalty card in the form of its ClubCard. Since then all the other major brands have followed suit. Understanding a consumer’s habits and preferences enables targeted interventions which can influence behaviours. In the supermarket scenario, this may be ensuring all customers who like oranges are informed of a special offer on oranges to drive sales. In the gym environment, it might be early identification of a member who has started to visit less frequently which can then trigger an intervention to help the member get back on track with training, averting a subscription cancellation.

It’s also worth noting that the recent Sport England Sporting Future Strategy emphasised that, moving forwards, to secure funding, projects will need to evidence social, community, economic, physical wellbeing or mental outcomes. Funding will no longer be allocated purely on participant numbers. There has also been a widening of the opportunity for private companies to apply for funding as long as they can measure and evidence outcomes. Gym owners offering the ability to track and monitor participants activity, working alongside Allied Health Professionals to deliver one or more of these five key outcomes, are more likely to be attractive to a partnership in a funded project. We are right at the start of this data revolution and we are only just scratching the surface of the opportunities better data analysis will bring to gym owners. There are already countless opportunities to collect data. As we move forwards the challenge will be in enabling seamless data collation from multiple sources, ease of access and an ability to make service delivery improvements as a result of effective data interrogation. eGym has spent many years developing a platform which provides an efficient and effective, results-focused, user experience based on data that is collated and fed back to the user, the trainer and the gym owner. I am excited by the opportunity that data provides and look forward to eGym playing a key part in the data revolution which is about to transform the sector. To explore how eGym could help you collect and interpret data to drive your business towards success, contact the team on: sales@egym.co.uk or 0203 701 4267.

As a sector, we have to get much better at evidencing our success if we are to be taken seriously by other sectors. Data will play a key role in helping us achieve this. ukactive talks about the opportunity to work more closely with the health care sector to deliver a sustainable preventative health care solution. If we are to do this effectively and on a significant scale, we need to be able to evidence physical activities being completed. This then enables the health professional to prescribe treatment and give advice, based on evidence, not just a verbal description from the patient. Gym’s using eGym are able to download a user’s complete workout history, sessions completed and activities undertaken. This data can then be accessed DECEMBER 2017

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engage. inspire. educate FitQuest brings full bio-mechanical lab technology to your facility with a combination of easy to use, sophisticated measurement and easy to understand output to provide the first selfadministered, scientifically robust fitness measurement in the industry.

Use data driven analytics to bring new insights to your members, to support goal attainment and improved engagement opportunities. Our research programmes and product development continue to drive measurement solutions forward for the fitness sector.

Contact our team today at info@miefitquest.com or call 020 7518 7323 to be part of the fitness measurement revolution.

www.miefitquest.com 20

NOVEMBER 2017

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


TECHNOLOGY

How the HighTech Fitness Experience Went Mainstream Lauren Hickey, Account Executive at Action PR Ltd, looks at how High-Tech is now commonplace. Over recent years, consumers have become increasingly reliant on technology to enhance their fitness journey. From wearable devices to apps, most of us incorporate technology into our workout in some way, often without even realising it. For operators, a stronger focus on technology creates a more personalised member experience, something the gymgoer is beginning to expect as standard. Consequently, we’re seeing far more clubs using state-of-the-art technology to upgrade their member offering and create the perfect workout experience. One example is Speedflex, a brand which recognises the importance of using technology as a central part of its offering, rather than an afterthought. Speedflex partnered with MYZONE tracking technology, meaning that members across all its boutique clubs receive instant metrics after a workout. Not only do members gain a great workout, but they have tangible feedback to take away with them, data which Speedflex can in turn use to improve its offering. Tracking has become something of a buzzword in the fitness industry and is now considered integral to member progression and to building personal relationships with members through data gathered. Developments in technology mean that tracking systems are now far more advanced, with complex capabilities. Many suppliers now offer equipment with an integrated tracking system and an associated cloud or app for members to use outside of the gym. Being able to watch as they progress validates the spend on membership for the consumer and keeps them engaged. Members will often leave a gym if they believe they are not seeing results, and offering tracking can help counteract that. It also provides a social element: participants can view each other’s stats and enjoy healthy competition while increasing social interaction within the studio helps to create a community feel.

Also capitalising on the growing popularity of tracking in the fitness industry is FitQuest. With an engaging and easy-to-use interface, the machine uses cutting-edge technology to measure a person’s physical capacity over eight parameters in just four minutes. It also measures body composition through bio electrical impedance analysis. It offers a wider range of data and feedback to users than other devices available, as well as a more accurate analysis. This unique testing allows clubs to build on their existing member offering with data-based results and prescriptive programmes at a time when the personalised approach is becoming increasingly popular, if not expected. Having recently signed contracts with exclusive members’ only gym SOMA and budget chain The Gym Group, FitQuest has firmly positioned itself as a stand out concept in the field of fitness measurement. Both budget and high-end facilities can benefit from the enhanced member package it offers.

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TECHNOLOGY

By allowing operators to deliver concrete evidence of health and fitness improvements, it allows members to make real improvements to their health and wellbeing, thus keeping them engaged and aiding retention. Members want to train smarter, not harder, and technology can enable them to choose exercises that are best suited to meeting their goals. Meanwhile, David Lloyd Clubs has focused on incorporating technology into group exercise. Virtual classes are now being held in approximately 65% of its clubs, meansing that the operator is not solely reliant on instructors to lead group exercise classes. For example, the Southampton club runs 150 ‘live’ or instructor-led classes a week. These are supplemented with virtual classes (such as virtual yoga and virtual indoor cycling), in total enabling members a choice of over 300 weekly classes. This choice and presentation is very consumer friendly and particularly suits those whose work commitments mean they’re unable to attend the gym at peak hours. The timetables tend to be structured so that instructor-led sessions take place at peak times and members can choose to attend a virtual class outside of that. This use of virtual programming offers operators an affordable way to run more group exercise classes to support their existing programming without incurring high costs. They will also reap the benefits in terms of improved retention. One example of an interactive, technology-based class at David Lloyd Clubs is PRAMA. Rather than using

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traditional cardio equipment, PRAMA is held in a studio with pressure sensitive flooring and walls, and interactive lighting that guides participants through the session. The PRAMA studio is set out with stations and in a similar format to a circuits class. As the interactive floor lights up, members will run, skip and even lunge across the studio, chasing the lights and dropping to the floor to touch lit-up stations. The PRAMA studio can be programmed to suit different abilities, meaning it’s perfect for everything from agility training to families exercising together. Moves are displayed on LCD screens so that participants know exactly what to do at each station. PRAMA combines interactive screens, pressure sensitive flooring, lighting and heart rate tracking to put the play back into training, creating an immersive experience and adding real value for members. As technology becomes ever more integrated with the mainstream fitness offering, operators are increasingly being expected to provide a more bespoke member package. Tracking, detailed body composition assessments and technology-based classes are now hugely accessible to the average gym goer, rather than reserved for premium club offerings. Not only do gym goers benefit, but the data collected allows operators to provide a far greater assessment of their members’ needs and upgrade their programming and facilities accordingly.


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EDITORIAL FEATURE

The Power o In Boosting Bio-Synergy is the leading health and fitness brand behind one of the best ranges of sport nutrition. Whatever your customers’ goals, Bio-Synergy’s clean, effective and high quality range of nutrition and supplements are on hand to fuel performance and help #MAKEITHAPPEN.

Here are six key ways in which gyms can utilise the power of sports nutrition to help boost their bottom line:

01

However, with exercise alone they may struggle to hit their targets, and as they do, their motivation wanes. Come renewal time, they cancel their membership and their custom is lost. By advising them and suggesting supplements that will enhance and compliment their

Since its launch 20 years ago, over 4 million passionate sports

workouts, you can ensure they stay on track in achieving

and fitness enthusiasts have chosen Bio-Synergy to achieve

the level of fitness they crave. A more motivated member

their peak. Its protein and supplements have been used by many

will not only stay with their membership for the long

of the world’s most respected athletes and teams, in fact, Bio-

term, they’ll likely increase their level of commitment,

Synergy has fuelled more Gold medals, PB’s and World Cup wins

investing in personal training, classes and more. The

than any other brand! Most gym owners and trainers will no doubt understand the importance of nutrition and supplementation when it comes to getting physical results. However, Founder of Bio-Synergy,

Faster results for a more committed member – many of your members will no doubt set goals for themselves.

result? A higher spend per person and a member who is in it for the long term!

02

Brand alignment – partnering with a respected nutrition brand like Bio-Synergy will ensure your credibility is

Daniel Herman believes the supplement market can also have a

enhanced. As a leader within the fitness space and an

powerful effect on a gym’s bottom line when it comes to profit.

award winner (Bio-Synergy was recently named ‘Nutrition Brand of the Year’ by Men’s Running), you can feel

“Supplementation can be a powerful tool in helping gyms to boost

confident that customers who see the Bio-Synergy logo

their revenue stream. When it comes to nutrition, gym owners are

on site will translate the high quality we are known for

missing a trick if they don’t stock nutrition brands on site, or at the

to your gym. This halo effect is especially strong for new

least, partner with a supplement company to offer incentives to

and emerging gyms on the scene who can leverage brand

their members. The potential to boost earnings via sales of supplements is high and owners should consider investing in a gym shop that can be used to not only entice new customers but upsell to existing

partners to help position their own offering.

03

Set up shop on site – naturally creating a shop within your gym floor or reception allows for a great revenue opportunity. Guests are in a ‘fitness mind-set’ the second

members.”

they enter a gym, and it is at this point that their best intentions can be capitalised on. Offering them sound advice, coupled with product suggestions will no doubt result in sales.

04

Incentivise your trainers – if you are a gym with personal trainers on staff, you’ll already have a willing team who will be engaging with customers daily, giving them the guidance and advice to achieve their fitness goals. Educate and incentivise your team to upsell supplements to their clients. Not only will it help their clients reach their goals quicker (ensuring they feel the trainer is doing their best for them), it will help boost your business.

05

Embrace a long term relationship – members are more likely to stick with a gym if they feel they get something they can’t get anywhere else. Offering advice and

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EDITORIAL FEATURE

of Nutrition g Revenue By selling supplements on site, gyms have the tools to really capture the mind-set of these female members.” The long term sales lift gyms can see from endorsing and selling supplements themselves is clear. However, Daniel also recognises that for those who don’t necessarily have the merchandising and display space it can be tricky. Bio-Synergy is a company built on innovation and this continues into helping gyms promote their guidance on nutrition and supplements that goes above and beyond the basics is exactly that ‘something extra’ that will set you apart from the competition.

06

Incentivise for new customers – with New Year upon us, every gym will be competing to win new members. Offering a discount on a supplement brand as part of the sign-up pack can really make the difference. We love working with gyms on these co-branded marketing strategies and have seen them work incredibly well for both parties.

Whether you’re a gym that caters to the body builder set, or a more of an ‘everyone’s welcome’ set up, supplementation can significantly boost your business. Within the Bio-Synergy brand, there is a product to suit every goal and every individual. From weight loss to muscle build, endurance to recovery, sports nutrition offers a wide array of benefits. In fact, Bio-Synergy is a brand that is founded upon the concept that supplements should be for everyone who wants to enhance their health. Daniel expands; “At our conception, the sports nutrition market was heavily geared towards body builders and athletes. We wanted to bring sports nutrition to the mainstream and educate the public on how nutrition can be used to help boost their lives every day. Our challenge was to make supplementation more accessible and consumer friendly. We believe we have done that, and are excited to continue working with gyms to ensure the message is delivered.” For Daniel, gyms will play a pivotal role in helping the female

products. For example, they have recently created a dedicated, branded fridge for their Skinny Water line that creates instant impact, pulls the eye and is small and neat in dimensions, allowing for any gym, no matter what their size, to house the bottles easily. However, whilst convenient vending machines and fridges are a great start, Daniel would love to see larger gyms implementing more of a mini-shop into their spaces, including protein shake bars. “Our products taste great, and it is the impressive flavour innovations we deliver that include everything from watermelon through to mint choc chip that many of our customers recognise as being a huge draw to the brand. By showing potential customers how to consume our products and that they taste delicious, it’s an easy step to then sell them the product itself to make at home. We see the trial element as being key to conversion.” If a shake bar isn’t viable, sampling could be the answer. “We have seen many gyms adopt sampling on site, where they will give out tasters of our protein shakes, Skinny Water or energy drinks to those who have just finished their work out. Not only does the customer leave feeling excited that they have got something as a bonus to their membership, they instantly see the impact sports nutrition can have on their recovery, spurring them on to discover more. By following this up with sales, either on site or even via an e-newsletter or targeted mailer, gyms can really leverage this activity to boost their revenue for the long term.” So the next time you’re looking at your profitability, ask yourself, could a sports nutrition offering be the answer to accelerating you towards your goals?

market understand that supplementation is something that will really boost their workout results.

Daniel Herman

“Many women still believe sports nutrition including protein powders will make them bulky. However, as we see a real shift in the way women view fitness (more women than ever are lifting weights for example), there is real potential for this sector to embrace the effectiveness of supplementation and both gyms, and personal trainers, are the mouthpiece to help deliver this message. DECEMBER 2017

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spotlight

London’s Best-Kept Secret Mike Burt of One Performance UK gives us the lowdown on owning his business Gym Owner: Mike Burt Gym Name: One Performance UK Location: Richmond, South West London Number of Members: 500 Number of Gyms Owned/Operated: One

How did you become a Gym Owner? I have been in the industry for nearly 20 years, I decided I wanted to build a gym with the highest quality of equipment, and staff it with the highest of quality coaches personally vetted by me.

How long has your gym been operating for? Two years, three months

Apart from the gym, what other facilities do you offer your members? We also have a Sports Injury Clinic.

How many staff do you employ? 14

How important are you PTs to your business? They couldn't be more important; they create the feel, the culture and the ambience and professionalism of One Performance UK 26

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How do you motivate / incentivise your staff members? I organise regular CPDs, always listen to their comments, provide them with regular clients, provide them with all the tools that they need to carry out their sessions, and provide them with a bespoke built personal trainers paradise of a facility to work in!

What advise would you give to other gym owners just starting out? Your customer care, level of service, and professionalism of the team is paramount to maximising client retention and reach through word of mouth.

What are the biggest challenges facing your business today? We are London's best-kept secret, we have an outstanding product, but it's a challenge to get your head above the 10,000s of gyms and studios in London!

What significant changes have you seen within the industry over the last 3 years?

Commercial sites finally buying in to strength & conditioning style gym fit outs, but not necessarily knowing how to organise or properly utilise them...

How do you engage with your members? I make a point of knowing every member by name; I want to know what they did at the weekend, and how their training is going. We keep it very personal here, it helps me to provide a service that they really want, and allows them to talk to me directly so I can make sure everything about their One Performance UK experience is as good as it can be.

How do you retain your members? My team are 100% punctual, reliable, engaging and at the cutting edge of fitness knowledge. Pick the right team and fit out, and the retention will take care of itself.  

How are you promoting your brand and marketing your gym? We really are barely doing anything! As a new facility we have very limited funds to access significant PR, so are reliant mostly on word of mouth plus social media. DECEMBER 2017

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spotlight

What is your biggest success story? I delivered GB sprinter James Ellington's S&C throughout 2015/16, which resulted in PBs for him in the 100m and 200m, and secured his spot at the Rio Olympics. That was an incredible feeling. James has been around for a while, and had bags of power - he just needed a coach’s eye and some disciplined strength work to release more speed. James had an extremely unfortunate motorbike accident before this season started, but his rehab is going incredibly well and we look forward to getting him back to full strength for 2018.

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Finally, if there was one thing you could change in the industry what would it be? This country desperately needs genuine, bulletproof personal training governing body that does what it says on the tin, fully assesses personal trainers and only recognises coaches and PTs that match acceptable criteria. This simply does not exist right now and the PT industry is suffering because of it, not to mention the safety and success of the client journey.


ADVERTISING FEATURE

‘Engaged is the New Happy’ Tony Lewis of sportsbehaviour on the value of engaging new customers, particularly at induction. We moved on a lot - customers are empowered and have taken control. As previous generations demanded more; businesses cottoned on to the importance of keeping the customer happy. But a new democracy is emerging – one of leadership from within and self-worth fuelled by the digital march, increasing transparency and heightened expectations. To attract and keep customers, the need has shifted far beyond just keeping the customer happy to that of providing a productive and engaging experience.  An enormous opportunity has been spotted to improve the customer experience – giving them what they need to be loyal and committed as well as luring the discerning new customer into the fold. This is happening now - in their 2017 Global Human Capital report, Deloitte state that engagement is one of the biggest trends in business for decades and can create 30% better results for the company. Many businesses make the mistake of confusing ‘happy’ with ‘engaged’ or indeed missing the opportunity that ‘engaged’ brings.  Happy doesn’t necessarily translate into giving the business what it needs.  Engaged customers are good for business - they feel empowered, respected and acknowledged, and importantly, they are likely to be more loyal and play and pay more.  An example of driving customer engagement is that of sportsbehaviour, a system that combines the body’s physical and mental applications into one complete easily accessible report to give athletes an overview of how their mind and body work in sport which enables them to train more productively, with more enjoyment and perform better in competition.

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sportsbehaviour reports identify each athlete’s own genetic (how genetic gifts are applied), physical (how the body responds), physiological (how the body carries out physical function) and psychosocial (how athletes interact with their environment) applications. This individual analysis provides details on individual athlete communication needs, creating the ideal environments in training and competition, development techniques, motivating and engaging and possible blind spots. Businesses are using the system to attract new customers, engage their existing customers and increase their bottom line financials. Some businesses choose to provide personalised sportsbehaviour reports for all their customers, whilst others use the system to train their staff to understand the athlete difference so a unique experience can be delivered, but all businesses report a higher level of engagement from their customers. Once customers know how their mind and body work, they apply this in their exercise routine, training and competition. This in turn leads to improved results and fitness levels and a more enjoyable experience. All the better if the staff in the business engage with the customer, helping them respond to the very thing that make a customer experience unique and fulfilling – the uniqueness of the customer themselves. The engagement outcomes can include higher levels of membership, more participation in a range of activities, more kit purchased, more use of personal trainers, more positive feedback, increased loyalty and increased customer numbers coming from the all important personal recommendation and word of mouth. Contact: sportsbehavior.com hello@sportsbehaviour.com


OPINION

Improving the Gym Induction Process Keith Smith, Owner/Director of Keith Smith Training and Global Master Trainer for Life Fitness Academy, investigates the factors that will improve the Gym Induction Process. Aim:

To investigate the factors that will improve the gym induction process, which will reflect positively on exerciser adherence, and contribute to increased retention. To achieve this, the induction has to become more than just a function, it has to become an experience, that develops trust, demonstrates warmth towards the exerciser, builds confidence, and conveys the ability that the facility can support them move in the direction they wish to go. There are times within this article that the word ‘staged’ will be used, in relation to the induction experience. In the context of the next few paragraphs ‘staged’ refers to a process that is strictly followed, and that everyone in that process is fully aware of their roles, and responsibility in achieving their part in the desired outcome. In this particular staged process, the individuals concerned, the facility staff, are encouraged to be themselves, and are able to reason with the situation, yet still ensure that they have met their essential outcomes in the overall process. Staged is very different from ‘scripted’. A ‘scripted’ process this is where an individual is told what to say and what to do, a ‘scripted’ experience may-well be an experience, but not one that drives positive thoughts and feelings, that in-turn drives adherence, it is mainly designed for reproduction of goods, or services, that is neither individual, or unique. During this article, previously highlighted considerations that

induction engagement loyalty growth

have appeared earlier on this year in Gym Owner Monthly, may well be revisited, as they form an essential part of the thinking behind creating a memorable induction experience. One of the major considerations within the Fitness Industry over the past few years has been member retention. How can the facility keep a member for longer? We are all told that there is no quick fix, and no one answer, which makes perfect sense, why would there be one answer, or one product that will solve such a complex issue, as keeping an individual happy, and making them feel valued enough to continue visiting a facility. The aim of this article is to review one of the oldest of exerciser offerings a facility can deliver to a member ‘The Gym Induction’; to review its purpose, to investigate some of the factors that affect, that for some exercisers, is valuable part of their initial exercise experience. What is the aim of the gym induction? Is it to cover health and safety requirements, is it because the local competition offers it, is it because it’s always been done. There are many reasons why a facility may offer an induction, and there are multiple possibilities to explore how to improve the induction experience, increase member value, increase frequency of facility visit, which will have an impact on an overall member retention strategy. The offering goods, and services is not enough anymore. The fitness industry has to come to terms within the fact that the customer [the exerciser] is looking for more, and it’s about offering memorable positive experiences. That are not delivered by the facility, but are uniquely staged [1].

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OPINION

People can get ‘fitness’ anywhere, and a lot of fitness offers are free, or very low cost. Individuals can go for a walk in the park, they can cycle to work, or they can purchase a DVD, and replicate exercises delivered by an expert in their own home. So why would they come to a facility? They attend, and continually visit a facility not because of what is offered, but because of HOW it is delivered. There are clearly some members who will benefit from a positive memorable induction. Those individuals who are maybe returning to exercise after a period of time, and those individuals who had a very bad experience at some point in their lives with exercise, and are becoming aware of the positives of movement, and activity, and need support, confidence building, and guidance. There are clearly some members who do not need an induction. Those exercisers who have been working-out for a number of years, and have just changed facilities for one reason or another. Before we explore some of the key considerations to staging a memorable induction, let’s take a few moments to try an empathise with the individuals who require support, confidence building, and exercise guidance. Let’s try and think about what might be the thoughts and feelings of an individual who has not exercised for a number of years, away from their personal goals, how might they be thinking? Let’s put ourselves in their shoes. The chances are they could be very nervous, apprehensive, concerned about what to wear, what to say, whether they will fit in, concern if they will be part of the community, will people talk to them, and except them. They may have been thinking about exercise for a number of months, and finally build up the courage to join a facility, and the induction is one of their first big hurdles. What must this feel like? The induction for these individuals is a key component to achieving what they wish to achieve, and for the facility, it’s vital part of building trust, demonstrating warmth, building confidence, and conveying the ability that they can support the new exerciser move in the direction they wish to go. So, what is a staged induction? And how does it differ from what might be currently offered? In the best-selling book ‘The Experience Economy’ [J. Pine & J. H. Gilmore] [2], they are quoted as saying that. ‘Organisations that have a service mind-set focus on tasks employees do; those with an experience mind-set also consider how those tasks are performed’. Is this the first step in building a staged induction experience, that is both effective, and memorable. An induction can no-longer be delivered at the facilities convenience, but must be staged, for the sole purpose of creating an exerciser experience. What can facilities do to ensure a positive induction, and increase the possibility of the exerciser returning continually to the facility? The next part of this short article will focus on some of the key considerations. As been mentioned earlier there is no quick-fix, no silver bullet. If the induction is part of a facility offering, it has to be continually reviewed, evaluated, and improved to

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ensure a quality experience, that affects the new exerciser emotionally, as well as physically, because it is the emotional side that will drive adherence. To facilitate this, staff’s behaviour is pivotal, staff behaviours directly effects the exercisers thoughts, and the exerciser thoughts effect their experience. One of the key drivers for exercise adherence is an individual’s emotions, their thoughts after the event, these are occasionally termed as ‘Post Workout Cognitions’. Its these thoughts, and not the initial goal setting that drives and individual to return to the facility. The types of thoughts that are positive for a successful return to a facility are: ‘I enjoyed that session, I want to do another one’, ‘I felt as if I achieved something, I want to do that again’, ‘That trainer understood me’, ‘These people look after me’, ‘I felt comfortable there’, and all of these exerciser thoughts and feelings, are in the facility staff’s ability to teach, and interact effectively. The induction needs to be staged so that it covers off safety, as this is fundamental in an induction, but staff’s behaviours also need to be focused on building confidence, which effects individual motivation, which in turn effects a change in the exercisers thoughts towards activity, and the facility. The induction is about the how, not just the what. Choosing the right staff, and developing staff [as this is where true learning happens] is critical if the induction is going to have a positive outcome for the exerciser, the facility, and its reputation. Where the instructor positions themselves to interact, the instructor’s ability to praise and correct performance, build confidence, and raise self-efficacy, the instructors use of both verbal, and visual communication, teaching, not telling, is all part of the staged experience. The memorable induction is more than the gym staff, it’s the whole process. As true learning happens in the follow-up, a facility needs to ask themselves. How could we continually follow up, and engage with our new exercisers? What can we task our staff with [because everything is staged] to ensure that these new individuals are made to feel part of the facility community? A follow-up message, via a digital medium, digital should not be used to take the place of great staff, but it should be used to perform some of their tasks, that can leave them [staff] available to perform more direct interaction. The booking of shorter sessions [10-15 minutes], that support the individual moving forward, will ensure more positive feeling in the new exerciser. Could the gym induction include a group workout activity? This could be done with the facility trainer who delivered the initial induction, hopefully building more confidence, but it may be an approach to building the community feel, as well as getting to meet more facility members. As an industry, we also know that people who attend group session stay for longer. Sometimes we forget how long it took us, as experienced exercisers to feel confident in the gym space, it certainly wasn’t one session, we all made mistakes, and it was probably more by luck than judgement, that we ended up regular gym users. Another aspect of the thought process is to consider, what is the facility doing to ensure that

enjoyment experience understanding results


OPINION

the new exerciser feels comfortable before they visit for the induction? What are staff being tasked with [because everything is staged] to ensure that everything possible is being done, so that when the exerciser turns up they are fully aware of; the induction process, how busy the gym will potentially be? [they can choose a different time, if required], who will be there waiting to greet them? what to wear? what to expect from the gym team? the follow up options that will support them moving forward? What other facility activities, that could support them in achieving what they wish to achieve, and get the most from their membership? Most of these tasks could be achieved digitally, but someone needs to be tasked with developing, and delivering these essential parts of the experience. Wherever we spend our time, and money we are no longer looking for a service, we are searching for experiences, experiences are memorable, we leave the experience feeling great about ourselves, and wanting to return. The induction should be an experience, experiences are staged. Great staff, who understand and believe in the facility values, with great skills and behaviours, knowing exactly what their role is in

the whole experience process, supported by solutions, that may-well be digital, that engages fully with the exerciser. For some exercisers, the digital experience maybe one that allows them to associate with the workout, a digital solution that allows the exercise to get feedback, numbers of what has been achieved, for some exercisers the digital experience may be used to disassociate from the workout, TV, music, videos, for others a digital solution could be useful to educate them of what else is on offer in the facility. Whatever the solution, it’s all part of the on-going induction process to having memorable exercise experiences. To finish, as a conclusion; the initial induction should focus on how to demonstrate trust, warmth, and understanding, towards the exerciser, while starting the process of building confidence and competence within the environment. This process should be ‘staged’, it will support the maintenance of quality, while creating an experience. References: [1] adapted from ‘The Experience Economy’ [J. Pine & J. H. Gilmore] [2] ‘The Experience Economy’ [J. Pine & J. H. Gilmore]

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

induction engagement loyalty growth

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spotlight

'Vision, Healt - 'We pride your Dean Boyle tells us about his company Gym Upholstery UK, and it’s services.

How did you get into the fitness industry?

Tell us more about Gym Upholstery UK

Having worked in engineering for 15 years, the latter working nights and weekends to retain my income whilst reducing childcare to my 3 young children. I was bored and unchallenged.

We have provided a fitness equipment upholstery service to the UK fitness industry since 2001. We specialise in fitness equipment upholstery manufacture and repair throughout the UK. We provide a unique Mobile Upholstery Service that is quick, efficient and a cost effective way of keeping your business running to its maximum potential whilst undergoing essential repairs. Our fully equipped upholstery service vehicles enable us to carry out the work on-site with minimal disruption and impressive results.

A local job opportunity arose as a service engineer in the fitness industry, which sounded very exciting to me. I was a keen fitness fanatic and loved being in the gym. Sounded perfect. I took the position with a large drop in salary. This was a challenge in itself, and after 9 months and witness to many complaints for upholstery repair having been taken off the machine and returned sometimes up to 3-4 months later, this was clearly an issue that needed addressing. My suggestion to the local company to introduce an on-site service whereby the fitness equipment upholstery could be completed at the health club on the same day was not implemented, so I set about the greater challenge to start my own company addressing those issues, and was soon approached by the company I left to carry out sub-contract work for them. The next stage was something of a feat that was inevitable and initially I did not contemplate broadening our service nationwide.

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We also currently carry out manufacturing of fitness equipment padding for several UK manufacturer and supply logos embroidered onto the pads.

What sets Gym Upholstery UK apart from it’s competitors? Most of our serious competitors are large independent service companies that specialise in the maintenance of fitness equipment and their core business is in engineering and not upholstery. We at Gym Upholstery specialise solely in fitness equipment upholstery and are able to support the large independent service company, which in turn eliminates them as a competitor.


spotlight

th & Hygiene' ourselves on r appearance' What’s next for Gym Upholstery UK? We have recently introduced a unique online service app to ease the process of ordering fitness equipment upholstery padding and are developing a downloadable version of the app to benefit manufacturers and service companies globally (www.recopad.co.uk/gymupholstery). From 2018 we are to offer franchisees an opportunity to get involved with our brand. This will be only available outside of the UK to support some of our current large chain customers. Our business within the UK will retain its current position.

We have acquired several fully equipped service vehicles based across the UK which allows us to meet the demand, giving customers quicker lead times with a professional, personal service. We employ and train all our upholsterers at our head office, we do not sub-contract out any of our work.

In your opinion, what is the current state of the UK's fitness industry? The UK fitness industry is growing at a rapid rate. There are many changes including large chains flexing their muscles and buying up struggling competitors. It's very exciting to be a part of the industries changes and to support our customers throughout.

What are your biggest challenges you face in your business? Nationwide marketing and customer relations has provided its challenges along the way. We have employed a team of social net-workers within the business to ensure we work closely with our customers and they can keep an eye on any offers and changes within our services.

What’s the most valuable lessons you've learned from the fitness industry? Never underestimate your competitors and always keep a keen eye on changes in trends and how they may affect your business. DECEMBER 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!

Battle Rope ST Battle Rope ST combines two great training methods in one unique system, combining body weight suspension training and battle rope exercise in ONE fun, engaging and effective workout. www.craigyoungconsulting.co.uk

NuFit NuBells NuFit has challenged and reshaped the traditional dumbbell with its range of stunningly comfortable circular weights, designed to feel more kinetically correct during training. www.craigyoungconsulting.co.uk

Training Wall Training Wall® is a space-saving phenomenon that offers endless potential for a powerful, full body workout. It coordinates and balances the upper and lower limbs simultaneously, whilst stabilising the core. www.craigyoungconsulting.co.uk

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gear

TRXHome2 System The TRX Home2 System is an update to the ever-popular TRX Home Suspension Trainer, featuring a sleeker look and adjustable foot cradles, as well as a oneyear subscription to the TRX App. TRX Home2 System comes with a padded door anchor and compact mesh carry bag for portability and the ability to use anywhere. The accompanying TRX App features over 80 audio and video workouts, allowing users to perform a huge range of bodyweight exercises at their convenience. £149.00 – www.trxtraining.co.uk

Whole Earth Almond Butter Whole Earth’s Smooth Almond Butter is both silky in texture and naturally sweet in flavour. It is a versatile accompaniment to many dishes and is vitamin E & fibre as well as being a good source of protein. Adding a spoonful into your daily diet will help you feel fuelled for the day. Available at Waitrose

RippedKit RippedKit sends a box of convenient, high-protein supplements to your door every month. Between work, gym and a social life it's hard to keep your diet on track. Our mix of delicious supplements means you always have a quick high protein snack for when you're on the go. https://ripped-kit.co.uk

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

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business

PT of the Month NAME: Evelina Krapane

3. Platinum Personal Trainer “David Lloyd”- from 2012- to 2017 July

QUALIFICATIONS: Diploma in Personal Training, Premier Certificate in Fitness Instruction, Nutrition/ Advanced nutrition for athletes, REPs Level 2 and 3, First aid /Health and Safety Certificate, Core stability, Medicine Ball, Kettlebell training, Powerclub training, Gravity machine training, STOTT Pilates, Master Personal trainer in Sport and Conditioning

NO. OF YEARS AS A QUALIFIED PT: 7 years OWNER OF: Owner of BMSFitness WEB: http://www.bmsfitness.co.uk/ FACEBOOK: Evelina BMSfitness

ACHIEVEMENTS:

INSTAGRAM: @evaevk11

1. World champion “Miami Pro” bikini category over 35s’ -2014, Pro card holder 2. WBFF Diva Bikini champion over +35 2014

VIDEO'S: https://www.instagram.com/p/ BXbmgSHgWnH/?hl=en&takenby=evaevk11

How and why did you become a PT? From a young age I have been interested in a variety of sport,s such as gymnastics, swimming, cycling, skiing, tennis, ballet and volleyball. My main passions now are tennis, swimming, skiing and pretty much any outdoor activities. When I finished school I went to university and then worked in event/catering management for a couple of years.  I spent a lot of my spare time training, at the gym or doing something sporty.  I re-trained and did a qualification in Personal Training. It was the best decision I ever made - I absolutely love my work now!  Helping people to reach their goals provides me with challenges that are rewarding and enjoyable.

How did you find the process of qualifying as a PT? I learnt a lot from the experience and from the other coaches I have been working with (in the different gyms and while preparing for my fitness competitions). I am always looking at how can I progress or learn something new, so I am still progressing in my qualifications and recently got into the calisthenics training and completed @bodyweightgurus course. 38

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end of the day, I am glad peopleare trying to fit fitness into their busy lifestyle.

How do engage with your client's and how often do you check their progress? All my clients have a strength and endurance test every two months to track progress and a body composition test once a month.

How does a PT promote him or herself and the services they provide? As a self-employed trainer, there are few different ways how you can promote yourself - through the local newspapers, leaving leaflets in local shops and small businesses. ‘Word of Mouth’ is the biggest promotion, so do your best to give outstanding service each time you are training a client as you will never know who the client might know or talk to.

Do you specialise in a particular type of fitness? Bodybuilding, weight/ resistance training

You spend your working hours motivating others, how do you motivate yourself? I always have a goal and focus on doing my best to achieve it - that gives me a boost of motivation.

What advice would you give to other PTs just starting out in the business? Find your speciality, and do your best to achieve clients’ goals. The main thing is to make the session enjoyable and if clients are having fun and leave satisfied, they will be back for more.

What are the biggest challenges facing your business today? I am focusing on female training, and the main challenge to change the 80s mentality- if you lift heavy you will become bulky, protein is a steroid and if you are having it your muscles will grow in a week. There are so many PTs who are still living in the past, or don’t educate themselves and therefore give the wrong advice to women.

What significant changes have you seen within the industry over the past 5 years?

How often do you train yourself? Six days a week - different body parts and cardio. I am bulking at that moment, and aiming to compete in UKBFF next year.

If you could radically change anything within the industry, what would it be and why? As I mentioned earlier - women should lift heavy and seniors should also work with weights - with age we lose bones density and muscles mass, it is really important to do resistance training. I would promote strength training in all women health and fitness magazines, focusing on heavy lifting training as it helps with one’s mood, hormone balance and general well-being.

Do you see yourself still working as a PT in the coming years? I do enjoy working with people and making them happy, motivating them and seeing their progress - would like to take it a bit further and become a life coach too. Currently I am setting up my live-in personal trainer business, where I can help people to transform their body in a week, and change their lifestyle habits whether it be for a special occasions/ celebrations or kick start their new lifestyle.

What's your biggest success story? A few of my female clients can do bodyweight dips and I think that is a great achievement!

There are more private studios and gyms than ever! Everyone is trying to create something new and exciting to get more clients.

I am currently working with a famous jeweller who is 79 years old and could hardly do any shoulder presses or walking planks, and when I see the progress of this client, it makes my heart melt.

Online Personal Training and virtual training became a popular thing too. Whatever works for the individual at the

Success of my clients is my success. I am really proud of what every individual I have been working with has achieved. DECEMBER 2017

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

0113 224 9402 courses@britishweightlifting.org

40 NOVEMBER 2017 www.britishweightlifting. org


FITNESS

Indoor Cardio

This feature is sponsored by:

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FITNESS

Indoor R British Rowing share their tips and tricks

Q. Tips on how to get the best out of the rowing machine The most important thing to remember when starting your indoor rowing training is to get the fundamentals right before you pick up any bad habits. Focus on the stroke sequence when rowing: legs, body, arms in the ‘drive’ phase (when you push back and straighten your legs); and arms, body, legs in the ‘recovery’ phase (when you bend your knees and slide forward). It’s your legs that need to be doing the hard work, so make sure you focus on pushing with them, and the rest of your body will follow. It might not feel natural at first but once you’ve got the technique right you’ll quickly see improvements. It’s also helpful to follow a training programme. It’s easy to do the sessions you enjoy most, but they’re not always the ones that drive the biggest improvements.

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Step 1: Getting on the machine Once seated, the first thing to look at is your feet height. The foot strap should be tightened across the widest part of your foot. To get into the starting position, your knees should be over your ankles so that your shins are vertical. If using a Concept2 rowing machine, set the damper level (the handle on the side from 1 to 10) to level four or below to help maintain good technique. Bring the monitor to eye level. This should encourage you to sit up tall and straight. Your body should be tipped forwards from the hips in a strong ‘1 o’clock’ position. Pick up the handle and you’re ready for the drive.


FITNESS

Rowing Step 2: The drive The order of sequencing is legs, body, arms. The first movement should be with your legs, then your body, followed by your arms. Legs: Push with your legs, keeping your arms straight for as long as possible. Use your core to keep your body at a 1 o’clock position. Body: Keep your wrists straight with your hands over your knees and sit tall. Once your legs are nearly straight tip back from the hips into an 11 o’clock position. Arms: Draw the handle into your lower rib cage.

Step 3: The recovery As the name suggests, use this movement as your recovery. It’s a chance to rest and breathe before you take your next stroke. The movement works in reverse to the drive, start with the arms, then the body and finish with the legs. It’s important to make sure your arms are straight, and hands are over the knees before you bend your legs to move up the machine.

Arms: From your finished position, allow your arms to straighten keeping your spine long and straight. Body: Keeping your legs straight, tip your body forward from your hips, moving from 11 o’clock to 1 o’clock. Legs: Keeping your body at the 1 o’clock position bend your knees and slide forwards until your knees are over your ankles. Recovery should take twice as long as the drive. Things to remember  The sequence is key: Legs, body, arms, arms, body, legs  Focus on your legs – 60% of the power is from the legs, 30% body, 10% arms  Maintain good core stability

Q. Tips on best practice and technique – including how minimise the risk of injury We’ve seen a significant increase in the profile of indoor rowing recently as more people recognise it as a great way to get fit and stay fit. Most fitness instructors agree that the rowing machine is the single most effective piece of kit in the gym for those looking for a whole body work out. Despite this, indoor rowing hasn’t always been as popular with gym users as other cardiovascular equipment, mainly due to a lack of education around technique and potential workouts.

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FITNESS

For gyms to fully utilise their indoor rowing machines, it’s vital to provide staff with professional training to ensure that correct techniques and exercise programmes are provided to members. That’s why, as part of British Rowing’s Go Row Indoor programme, Master Trainers have been appointed to train and educate gym instructors to help everyone get the most out of the indoor rowing machine.

Go Row Indoor Workshop British Rowing has developed a new REPS and CIMSPA accredited Go Row Indoor Workshop to improve the understanding of indoor rowing training and technique for fitness professionals. The workshop’s primary focus is to ensure attendees – who do not need any prior rowing experience – leave with the ability to deliver indoor rowing based personal training sessions and classes to clients.

focus on technique and gradually build your pace and distance. Another common mistake is incorrect posture and the tendency to round the back between strokes. Simple changes like this can make a huge difference. For example, when you get onto the machine, changing the height of the monitor to eye level and adjusting the footplate can help you to improve posture, sit more comfortably and get a good starting position.

Minimising the risk of injury Anyone who uses a rowing machine needs to be aware of good rowing technique, which can be seen in the Go Row Indoor technique video on the British Rowing website. There are some basic principles to follow with the aim to minimise the risk of injuries;  You will need good flexibility especially length in the hamstring and in hip flexion  You will need good core strength and control to avoid collapsing during the power phase of the stroke and protect the spine

Lasting five hours, the workshop covers rowing techniques; the benefits of indoor rowing; how to set up a rowing machine; indoor rowing fitness tests, apps and other technologies; how to set up and create individual focused programmes for clients; the use of adaptive equipment; and how to deliver the new indoor rowing group exercise classes to all abilities.

It’s easy to learn the basics of good technique. A simple 10-minute induction can make all the difference to the quality and enjoyment of a rowing workout, as well as minimising the risk of injury. The Go Row Indoor workshop is designed to equip gym instructors with the knowledge and confidence to run indoor rowing inductions.

Accredited by REPS (Register of Exercise Professionals) and CIMSPA (Chartered Institute for the Management of Sport and Physical Activity), the workshop awards attendees 5 REPS or 5 CPD points.

2017 British Rowing Indoor Championships (BRIC), presented by Visit Sarasota County

Good technique Recent research carried out by British Rowing highlighted that gym goers lack confidence in rowing technique. This is a key barrier to their participation and enjoyment of indoor rowing, as is not knowing what a good workout looks like. People tend to just jump on the machine and row intensely for a short period of time. Indoor rowing can easily be tailored to an individual’s objectives and fitness levels. It’s the same as when starting to run - beginners wouldn’t sprint straight away or run a half marathon and it’s no different with rowing. You start slowly,

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Date Saturday, 9 December 2017 Venue Lee Valley VeloPark, Queen Elizabeth Olympic Park, London Basic overview Within the iconic Olympic velodrome, thousands of competitors will be at BRIC, racing over 500m or 2,000m or taking part in the fast and furious 4,000m team relay. Over 120 Concept2 indoor rowing machines will be lined up and ready for action, with the motivating backdrop of bright lights, big beats and a roaring crowd. BRIC 2017 is set to be an indoor rowing event like no other. Last year, over 1,500 rowers took to the race floor, from first-time racers through to GB rowing stars and Olympic champions.


FITNESS

THE RIGHT EQUIPMENT AND PLACEMENT Paul Farrell, Account Manager at Physical Company on Indoor Cardio Equipment. A key trend we’re seeing is the location of two to three cardio machines that can be used for HIIT training – such as air bikes or selfpowered treadmills - within functional zones. This allows gym users to switch from cardio to resistance work very quickly in a HIIT workout or circuit. Assuming the gym has sufficient space to do this, it can work really well – but it’s not as easy as trundling the cardio equipment across the gym floor! Careful measurement to ensure sufficient clearance around each machine, decent ventilation, safe cable storage and durable flooring all need to be taken into consideration. We are seeing a reduction in banks and banks of cardio machines as gyms favour larger functional training zones. That’s fine but gyms then need to choose wisely which machines and what combination of cycles to treadmills to rowers they have. A lot of that will depend on the demographic of their members. In more traditional settings members do still love a 20-minute run on a strategically placed treadmill that still feels central to the gym experience. At Physical Company we employ some clever designs including platforms, raised floors and different flooring

colours to accommodate treadmills, rowers and cycles. It’s key not to skip the planning stage as getting that bit right will ensure the right flow and footfall around the gym. We can look at clever ways to fill dark corners, use ‘dead space’ and position cardio machines in such a way to feel included in the gym layout while not blocking any access or visibility for people using the weights or functional areas. In terms of buying the CV kit, we are wary of cheaper brands and would always recommend clients invest in a top-name brand which specialises in the manufacture of CV equipment. None of these items is ever a ‘filler’ and they need to be fit-for-purpose to deliver the experience customers want. Air bikes are very popular right now and you can buy some pretty cheap ones – but they can rock and little and don’t have the comfort of the more premium brands like Octane. It’s a false economy to have substandard kit: at Physical Company we’re good at trimming costs and being inventive with installs to meet budget: but CV kit is never an area we’ll compromise on. Having chosen the right CV equipment, we ensure gym owners train all their staff and offer free inductions to members. Some of the kit is very sophisticated – and you’re paying for that. To not show members how to make the most of the many functions is a really wasted opportunity.

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Christmas close out advice for Personal Trainers and Fitness Managers Matt Gleed, Master Trainer and Education Specialist, talks session sales vs. service for the New Year At this time of year, many personal trainers and gym owners are gearing up for the New Year rush. Concentrating on the new members set to flood through the doors in January, the focus could slip away from the members that have been with you throughout the year. In my opinion, personal trainers and managers often think first about offers and discounts in order to drive business through the festive period and into the New Year. Although this can deliver ‘quick hits’ in numbers, we should be selling a lifestyle; promoting a valued package that will guide someone to success. Discounting PT sessions or training packs can devalue the offering, setting a precedent of variable value. Disposable income can be tight at this time of year, but if members are always looking for the best offer, they may be less likely to fully engage in making a lifestyle change. It’s no coincidence that 80% of New Year resolutions fail by the second week of February. The fitness industry is centred on sales, I understand the need to hit targets and grow membership numbers at this time of year when people are so motivated to invest in their fitness, health and goals. But there has to be a point where the session that were sold finish, and we have a plan of action to maintain members throughout the year so that we don’t have to keep ‘selling’ to them. Stop selling personal training as a product and start supporting lifestyles. Be a service specialist, bringing packages together, rather a salesman. To flip the focus back to the service rather than the sale, think about additional services you can offer your current 46

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clients to add value outside of the gym setting; for example, consider partnerships with local sporting events like a half marathon or obstacle course race, advise on wellbeing techniques such as muscle recovery, sleep quality and nutrition. I would rather see a message of adding value than discounting sessions across the fitness industry.


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Top Tips for Personal Trainers  Maximise your own network: Word of mouth goes a long way; use this to your advantage. Work with your existing clients to get your next. Social media is fantastic for this so make sure you’re active and engaging on your channels at this time of year. Don’t be afraid to ask clients to share your content.  Expand your offering: Become an expert on wellbeing and lifestyle change, not just fitness. Look into up-skilling your expertise and engaging with the latest trends.  Embrace technology: Using health apps, fitness trackers and wearables, you can get clients to share their summary data with you so that you can see the bigger picture. From this, you can provide much more knowledgeable advice.  Become social media savvy: There’s no question about it – you need to be on social media, and to be active on there. Use inspiring visuals, engaging content and show off your services. There’s no one-size-fits-all when it comes to social, but it’s important to have a presence. Over 45% of people watch an hour of social media videos a week and 85% of videos are watched with the audio off, so ensure content is eye-catching and use subtitles.  Increase your content: For example, put together bite-size ‘top-tips’, goal-specific training plans, healthy meal videos, blog content or seasonal training tips. Keep refreshing content, stay up to date with trends and seasonal focuses and be an expert voice on relevant health and fitness topics.

Top Tips for Fitness Managers  Play to their strengths: Identify the strengths amongst your gym floor team. Highlight their expertise and personal interests, and don’t distract them in other areas. If personal trainers are busy, leave them to it. For those looking to build their client base, find their niche and a way to showcase that within the club.  Team training: Don’t treat your sales and gym team as separate entities. The more the sales team know and can experience first-hand, the better they can explain to new members. Arrange a training session for the sales team so they get to build a rapport with the trainers, and in-turn understand their different expertise.  Reward loyalty: Obviously this time of year is key for bringing new members. But don’t forget those that have stuck with you all year. Reward them in ways that won’t tie you into to discounts – eg bring a friend day, club socials or partner offers as a reward.  Quality check: Coming into a time of operation standards checks, make sure you have up to date brochures, banners and posters. Check your signage and make sure your marketing messages are planned for January.  Motivate and lead: It’s been a long year, and you’re about to hit a busy period. Thank and motivate the team around you. Align your goals and make them a part of the planning process for the next year. If they feel invested, they’ll be more engaged and focused.

Have a great Christmas everyone! Matt Gleed DECEMBER 2017

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FIT FOR LIFE Chris Zaremba, our Fitness Over 50 Expert on how and why he got fit. I spend a lot of time in gyms these days, either trying to improve my weight-training performance or working on removing some layers of fat - usually both. In this article, I thought I'd explain why I'm doing this in the first place - and how this spreads into other areas of life.  I hope this will show that the level of addiction I have with gym-based activity brings benefits outside of the weight room - and in my case, how it's changed my life completely and forever. A little personal history first, if I may.  Up until the age of 50, I was lazy - did no exercise and ate all the wrong things.  I hit my 50th birthday at a weight of nearly 18 stone, and with a bodyfat percentage figure that I can't imagine.  Something else hit me at the same time - a doctors warning that I was in a pre-diabetic state and was heading for some other serious health issues. I used that message as a serious jolt to my system, and spent the next few years getting fit - lots of cardio in the gym, and eating much more nutritiously.  After a couple of years, I added resistance training to the mix, guided by top fitness professional Rob Riches.  As part of that, I took early retirement from my role selling dodgy derivatives trading software to even dodgier financial institutions. Which brings me to where I am now – which is about 11.5 stone, with a bodyfat level of 11%, which dips to about 7% for photoshoots, fitness model and muscle model contests including my wins for my age group at the Miami Pro World Championships. So I could talk and write for ages about 48

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FITNESS

nutrition, cardio and resistance training. Indeed, I often do.  But there have been many benefits to my adoption of a fitness-focused life – and I hope that describing these will encourage you to spend more time on all types of fitness activities – inside and outside the gym. Firstly, there are obviously the health and longevity benefits.  If I hadn't changed course eight years ago, I think I'd now be over 20 stone and pretty much immovable, being out of breath just walking across the room. That’s if I was still breathing at all.  Now I hope I have many years of fit life ahead if me and will reach 65 years fitter and healthier than ever. I've discovered sports I couldn't dream of doing - I attempted my first ever 1k fun run six years ago, then progressed through 5k's and 10k's and now regularly participate in marathons.  I've also bought a bike or two, and now cycle up to 100 miles on some days.  Add in the swimming, triathlons, mountain walking and my latest thing of rowing, and the fact that is that I have discovered the joy of exercise something that would be totally alien to me 10 years ago. And there are other benefits.  I feel much better about myself mentally, more confident and positive for the future. I now believe it's never too late - for anything - rather than the pessimistic outlook that the obese me used to have. I now share many activities with Jenny, my wife.  She had pretty much given up on me from a fitness perspective, and we spent too much time apart - as she went off for a run, while I stayed in and watched TV (and probably phoned for a

pizza).  Our time together has probably doubled, and is much more enjoyable. Outside of my family life, I've become involved In the community through the local running club and organising and presenting fitness courses, presentations and personal training targeted mainly at other over 50-year olds, but attended by all age groups.  My oldest regular training client is well into his seventies and has progressed in fitness to have a metabolic age of 44, and is still improving.  At the other end of the age range, a couple of years ago I became a mentor to 21-year old Dan Wynes, now in stunning shape and without doubt a fitness superstar of the future.  I’ve also been lucky enough to participate in fitness broadcasting. I produced and presented a couple of series of ‘Fit Happens’, a TV series that attempts to bring the joy of fitness to as many people as possible through a wide variety of sports and fitness activities. These are all viewable on my YouTube channel – www.bitly.com/ChrisVideos - including a couple of Generation Challenge specials with Dan. And every week I’m on local radio in Buckinghamshire with my fitness-focused radio show. All of these activities help me spread my fitness suggestions and ideas. It's a particularly good feeling to be able to pass on the benefits of fitness I've had to others from 20 to 70 and beyond - and be respected as a result.  This level of respect, the feeling that I'm doing something that genuinely helps others and being appreciated, is a feeling that was unknown to me in my past life. It’s a great sense of satisfaction, being of genuine help to people, that I never obtained from that old software sales role. No one ever thanked me then, and meant it as much as they do now. So, yes, I have quite a few trophies in the cabinet, videos on the hard disk and books on the shelf – and had a bit of vain-related glory on the way – but they are matched in every way by the other joys of being healthy, enjoying life and making a difference to others.  It's infectious, and I hope - well, if you haven't caught the bug yet, that maybe this article has helped. DECEMBER 2017

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TRENDS

Flooring –

What’s Going Down? Matt Johnson, Executive Director for Pulse Design & Build: Flooring can give a gym a new lease of life and getting it wrong could certainly prove costly in the long-term, so it’s well worth doing your research into the right solution for you. For instance, using rubber is perfect for weights areas. It’s slip resistant, protects sub-floors and equipment from impact and absorbs sound, which can be a concern for gyms in apartment or office buildings. Rubber also minimises the risk of weights bouncing back, which you will find when foam or thick layers of shockpads are used. Unlike foam, which has a tendency to flatten and rip over time, rubber will last for many years if installed correctly. Whereas using vinyl in weights areas is likely to cause damage to equipment and the sub-floor, leading to expensive repairs. Vinyl is a better choice in walkways and cardio areas; it can really help to brighten up a space, as rubber tends to be darker. We’d advised that foam should only be used for stretch areas. Most recently we have set up a new division called Floor Lab, which will support our Pulse Fitness and Pulse Design & Build divisions with the installation of specialist flooring solutions. We are working in partnership with several suppliers to meet the functionality requirements of our customers, whilst being mindful of their budgetary constraints. To ensure that our clients receive the best flooring solution for their facility, as part of our service we take into consideration the space available, the capacity of users at any one time and the type of training that will take place. These factors all impact on flooring requirements, making each individual solution bespoke to the client.

Paul Farrell, Account Manager at Physical Company: Flooring in gyms, as ever, reflects the overall trends of gym usage. Currently the move towards areas for sled and sprint work are driving demand for Turf flooring which is tough enough to withstand the drag of sleds back and forth. A new variety of this flooring which Physical Company favours and supplies is that with a rubber back so that weights can be used also be in these areas. Previously, with thinner turf flooring, while it was fine for sprint work, if anyone dropped a kettlebell or barbell, the concrete beneath the flooring was damaged. In addition to more durable turf, Physical Company can have any design stitched in at manufacture – a step up from the older style flooring where 50

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cut in lines and numbers had a tendency to pull apart over time with heavy sleds being dragged on them. “Another emerging development is the sound-reducing Smashtile flooring: its acoustic reduction properties and ‘quad blok’ installation system making it easy and secure to install. We’re just working on an installation at Zone Weymouth and the Smashtile is being installed to help eliminate acoustic issues because of a raised floor which is in the building when it was a large office. With more and more gym spaces being created in converted offices and residential areas, flooring like Smashtile can make a huge difference to the quality of the installation. “Gyms also like to have different colours or products to create different zones: clever mixing of colours and textures indicate to members which zone they’re in. Increasingly gyms want generous and general open space for weights areas and functional spaces – again a different flooring clearing indicates these zones. “Aside from the aesthetic aspect of mixing up flooring colours and types, there is a cost-saving to be had as well. We can install just the right amount of flooring for each purpose and, where a cheaper flooring can be used for less hard-working spaces – such as a thinner flooring of 8mm for transition spaces - we can accommodate this and save clients’ money. We have another really cost-effective solution in our Stacked range which is the only rubber solution in the World with a lamination process on a roll. This means you can have pure colour flooring (2.5mm) on a basic black base (5mm up to 12mm) that keeps costs down while offering customers a great colour range. “Mixing up flooring types – such as having weights areas with heavy duty tiles next to a Vinyl or thinners rubber and a Turf sprint track down the middle of gym – could prove tricky for some suppliers so gyms need to check their installer has the skills to pull off a ‘pick and mix’ installation. We use special techniques to ensure that flooring of different thicknesses can have a flush finish and a flat surface: the days of ‘seeing the join’ have long gone! “Replacing flooring can be disruptive to gyms but as a larger supplier we can accommodate out-of-hours installations including weekends and overnight to minimise the downtime for a facility. “When looking at a complete refurb and install, again it makes sense to use a supplier who can fulfil both flooring and equipment installs. Having one project manager to effectively run the flooring and equipment installation can save time as well as money and ensure the fit out goes like clockwork.


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business

GET THE WORD OUT Daniel Nyiri, Founder of 4U Fitness breaks down marketing, and finding your influencers.

“Start where you are. Use what you have. Do what you can” —Arthur Ashe I studied a lot of successful people on my own road to success (and I highly recommend that you do the same). I stumbled upon Regis McKenna, the author of “Relationship Marketing: Successful Strategies for The Age of the Customer” who shares the marketing secrets of Steve Jobs and Andy Grove, a famous entrepreneur from hometown and country Budapest, Hungary. In his book, McKenna says that the first thing you should do is set one hour aside each week to work on your marketing strategies. Second, and most important in my opinion, is to set a list of the top 25 influencers in your market. During the week, you should then spend that hour figuring out how you are going to market to this list of the 25 top influencers. Since you have your pitch ready, you should have no problem convincing these influencers to help you. The more influential people you put on the list, the more chances you have to scale your business bigger and faster. On my list, for example, the most influential person was two52

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time Miss Olympia, Erin Stern. At that time when I made the list, no one really knew about me or my business. I was just a little personal trainer still working in my business most of the time instead of on my business. However, I reached my tipping point when I decided to scale it up, step back, and work only on my business and growing it into a big empire. Inspired by this book and a few early successes, I started to reach out to these people, including Erin Stern. I used Instagram, email, Facebook, Twitter and even in-person outreach. As you can imagine, no one really want to deal with you when you are a nobody – not to mention a 24-year-old nobody still learning how to speak English. But I didn’t give up and neither should you! And I’m glad I didn’t. I am not sure if Erin remembers when we first started to talk; it took about 18 months of my persistence in contacting her before she returned my correspondence. And now, she is our spokesmodel. Once she learned about our business and what we do, she was impressed and said that she did not want to miss out on this amazing journey. We are incredibly grateful, since she has opened up many doors for us because she is well known and liked in the fitness industry – not to mention that she is regularly on the cover of “Women’s Health”, “Shape” and many other magazines. So make your list and don’t be shy about it! Don’t listen to the doubters who laugh at your list. Don’t let anyone influence your self-confidence or tell you that someone is out of your league. Don’t let people talk you out of this. You can do it. Aim high! If you aim low, you will get low. If you aim high, you get high. It’s that simple! Naturally, you need to work at this regularly, learn to not take no for an answer and shake it off when someone tells you that you are just “lucky” when you start to achieve some real success. Put in the time and it will pay off. Honestly, I prefer this method of marketing to advertising in

newspapers or magazines, which may or may not reach my target clients and will cost me a lot of money. That kind of advertising can be helpful if it’s one tool in your kit, but you need to think bigger than just paid advertisements.

Google yourself Now is a good time to Google your name if you haven’t done so already. There is nothing wrong with this practice and you should be doing it regularly. Most of your clients will do it, too. How do you measure? What comes up? Make sure you fix any problems or issues before they turn into something bigger. Take down those party pictures on Facebook – it’s time to be professional now. If you Google Daniel Nyiri, you will find everything that you need to know about me, which simply lends greater credibility to my business. Once upon a time, you would have come across a lot of pictures of me in Calvin Klein underwear from my modeling era. This worked pretty well for me when I was a personal trainer. Today, however, you have to scroll thorough quite a few pages on Google to find those pictures and you will see more of me in business attire, which is the way I want it. Go ahead google yourself. If nothing comes up, you need to fix that! Does your business come up? By the way, when I pick a doctor or personal trainer, attorney or any other person to hire, if I don’t find anything on the internet about them, I move on. Once you done any fixing or updating, you need to start working on your online profile. Be active on all social media sites and use lots of pictures and catchy text on your websites. Make sure to use keywords to your name and business on all of your pictures as well, which makes it easier for Google and other search engines to find them. How many features do you have? International or any local? You need to work on that. Once you get in magazines and TV

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shows, that will help boost your profile since their websites have millions of visitors daily. Are you on YouTube? You need to be! Use Facebook Live to your advantage; you can reach all your followers with it and you can connect them on a personal level through a series of videos. Host an FAQ and see how many people will respond. I recommend having a friend ask a couple questions to get the ball rolling. Even if you only have a handful of viewers, people still get notified you were that live and they can see it later. It’s all about building your profile and reputation – also known as free advertising Make sure to post every day, at least two times, on all social media sites. If people see that you only post once a month or so, they will quickly lose interest in you and your business. In addition, you need to give out free and entertaining information so people come back for more. Upload four valuable posts for every one promotion. While you do have to sell, you should not be selling all of the time. We have thousands of readers every day who go to our websites for our recipes; our business now has more than 150 healthy home-cooked recipes with full cooking instructions and macros with pictures and videos on how to make them and we give them away for free. We also share a variety of informational posts on why people should eat differently and work out. This is useful information but it’s still colorful and entertaining. Then we post some funny and goofy posts, especially outtakes from our trainers. On top of that, we also post many transformational stories with interesting, valuable content and pictures. It’s all about creating value, driving interest and keeping people coming back for more because they know your business offers useful and fun information. Make sure that every single thing you post on your social media sites is linked back to your website. Speaking of your website, how is that going? Do you have a professional website that generates leads for you? Or did you make it yourself? If that is the case, then you really need to hire 54

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someone to develop a new website. Have a professional do it. A professional can create a clean look and layout, metrics that test your ads, calls to action, a simple navigation and a website that makes money for you. We always use three different landing pages on our website so we can test what pictures, videos, text or colors work. We analyze this data each month and use the one that works the most and then we keep on testing. Our website brings a lot of leads in to our studio. It took me five tries to find the perfect company to design and run our website – it wasn’t easy but it was worth the process. Since then, it has been an amazing relationship and we work together well as a team. It is almost like they are part of 4U Fitness. If you Google “Mike Arc and Daniel Nyiri GSD Show,” you will find out all the details in a 60-minute interview on what to do with your marketing and how to find the right team for you! This free video will save you both time and money. You’ve found your influencers, and you’ve seen what others are seeing when they look you up and google you. Now it’s time to add it all up! You can’t just put stuff out there and hope for the best. You have to measure your marketing and advertising efforts. This means that you have to systemize everything and you have to track everything, including details such what times are people calling, what times do they answer calls in return, who are you attracting, what ads/marketing promotions are working and what ones aren’t and pretty much every other aspect of your business. For example, we found out that calling mothers to book appointments is perfect around 10 a.m. because that is when they are often free after dropping off kids; however, it is not such a great ideal to call after 5 p.m., since it is time for dinner, baths, homework and family time. But for single business women, on the other hand, we have better success when we call after 6 p.m. because they are often home and available at that time. Granted, all of this requires work and practice, but it will make your business stronger. It is another avenue for marketing and making connections. When you are calling


business

leads or clients, you and your staff must have a script both for talking with someone and for leaving a message.

Work on your website A professional website can be as expensive as building a store, but it can be just as valuable! If you just want to get a beautiful website that gives you creditability and gives people an easy way to find you and see that you are the real deal, then your business is already a winner. Just have a basic simple and beautiful website. Focus on that and slowly build the rest around it as you and your business evolve. If you have amazing landing pages like we do, your website is ready for SEO (search engine optimization); this makes it even easier for people to find you and make referrals. Customize your landing pages and test, test, and test more until you find the right one for your business. Of course, you are only allowed to work on your website if you have figured out your niche market! Without that there is no point because you don’t know who you are going after. Are you marketing to big, beefy guys or moms and busy, professional women? Your website – including the photos and the text – must reflect that or you will quickly turn your niche off if they see someone who doesn’t reflect their goals on your home page. Ultimately, the bottom line is that your website has to appeal to your clientele. If, for instance, you know that your facility has an expertise in working with high-performing athletes, then your website has to be built around that. If it is working moms, then it should to be all about them.

you will likely attract new clients this way. If you are at a business event, then your focus should be mainly on building your brand. Of course, you need to do this. There is nothing more valuable than when a highly successful businessperson who has become your client starts to introduce you to his/her peers. They are instantly sold! This is why the golden rule is that you never turn down an invitation from your client. They will be so happy to invite you out and introduce you to all of their friends. Any time we went to an event like that, we walked away with three to five new clients. And those clients stay forever and ever unless you mess something up. Look on your local Chamber of Commerce’s website for new business openings, and then go out there and introduce yourself to the new business owner. You can give him or her a deal and say that all of their new customers will receive a free session or whatever you deal or promotion you decide to offer. You just have to make sure it’s free, without a catch and has a deadline (for instance, they need to come in the next seven days or they lose it) and it should definitely have some real value. Ask some of your clients to go check out this new business, and, in return, you can give them a free session. Make sure you tell these clients to mention your business and that you sent them over. This is a great way to set up a new connection and it can pay off now and in the future. You also did your good deed for the day – helping out a local business and your own clients – so that is a winwin in anybody’s book!

Remember this: less is more! Use pictures, videos and a small amount of text on the main page. You need to build a website in a way that makes it very simple for the client who is seeing it for the first time; they need enough information to take the next step but not so much that they get overwhelmed. This means that you do not need to include a full list of services, your certifications, background or anything like that on the main page. People will lose interest if you overload them with too much information. All they really want to know is: what can you offer them, why should they join, and why now? If you answer these questions, you will draw them in. Try to use your pitch to build the website and start building it down like the way they scroll down on a page. Start with general information and at the very bottom you finish up with the specific details. Make sure that you include a clear call to action on the way so that someone can sign up for a one-week trial or a free appointment.

Network the right way If you want to grow your brand and have people talk about you and know who you are, you need to get your name out there. One of the easiest ways to do so is having your pitch down really well and attending social events where you meet other business professionals. I highly recommend you try to attend networking events where your client would hang out;

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DECEMBER 2017


OPINION

MERRY FITMAS? HOW TO BOOST ATTENDANCE IN DECEMBER Kevin Teague, Senior Vice President and Managing Director for EMEA, MINDBODY shares his tips for the Festive Period. It’s cold and dark …yes, it’s December and no one feels like leaving the house to get fit when there are parties to attend, gifts to find, families to visit and kids to manage. But, as you know, keeping up an exercise regime is one of the best things your customers can do to keep balanced and well during party season. Help your customers prioritise their wellbeing during December by following these tips from MINDBODY, the software provider for the fitness and wellbeing industry, and some of their gym owner clients. 1) Keep In Touch – “At Grace, we make sure that we are in contact with all our members to help them plan their sometimes disrupted – fitness schedules over the holiday season. If a member is away, we provide fitness plans, are a point of contact for advice at any time, plus we forward plan to book in appointments ready for their return. Providing a 360 degree approach to care is core to the Grace philosophy.” Duncan Vincent, Gym Manager, Grace Belgravia, London, UK 2) Be Available – “Gym owners should make sure they are at their premises a lot over the festive period and are available to meet and greet clients. Making a connection at this time will keep them coming back in January and beyond.” Arrichion Hot Yoga and Circuit Training, Durham, North Carolina, USA 4) Decorate for Christmas – “Make your gym or office a festive and fun place to be. It makes people happy and it doesn’t have to cost a fortune. A Christmas tree in reception, a few decorations and fairy lights will make the place a warm and inviting place to be and get everyone in the right mood.” Body Unbound Studio (Schulman RX), California, USA 5) Adapt Your Classes To Christmas themes – “It's great fun and has endless possibilities. At our aerial fitness

school, we recreate stars using Aerial Silks which always goes down well with new figures and transitions created year on year.” Christopher Wigan, Director and Ringmaster, Flying Fantastic Aerial Fitness School 6) Keeping Fit is Not Just For Christmas – “Keeping members active in your club during the traditional seasonal lows is a long term strategy, not just a quick fix. It starts at first contact with your new member and providing the very best in customer service. Members should be guided and inspired throughout the year to ensure they are excited and energised to reach their goals and continue using the club all year around.” Duncan Vincent, Gym Manager, Grace Belgravia, London, UK 7) Get Involved Locally - Christmas is of course a great excuse for getting the local community involved with your gym or health studio. Spend a day in your local shopping center, introducing yourself to local retailers, handing out promotional freebies (branded calendar or energy snacks, anyone?) and offering a special membership package to customers if they sign up in November or December. Invite owners and managers to your open days and social events to promote their own businesses as a ‘thank you’. 8) Offer a ‘12 days of Christmas’ Pass - Most people are reluctant to commit to the cost of a full annual membership without trying out some of the equipment or classes first to see if it is a good fit. Try offering a special Christmas-themed pass loaded with 12 sessions where people can try new things out for free for the month. That way, they might be encouraged to sign up when the free sessions come to an end, or encourage a friend or family member to go along as well. It is all about them finding their fit so they stick with it come January and beyond. DECEMBER 2017

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

Leisure Centre Swimming Pool Health & Safety Hazards Barry Eagle, Managing Director at Gripclad Limited, on Health & Safety Hazards you should be aware when your facility includes a swimming pool. Swimming pools are a real boon to gyms and leisure centres. Swimming provides members with a great cardiovascular, low-impact workout. Swimming is also a great activity for families to share and have some fun together. But, pools are also a place of risk, where things can easily go wrong. Gyms and Leisure Centres must take care to protect themselves and their members when it comes to duty of care and safety of their facilities. To protect yourself from liability claims, damage to your reputation and member dissatisfaction, you need to ensure that your centre or club is a safe environment.

Legal requirements There are no health and safety laws specifically for swimming pools but pool operators must comply with their general duties under the Health and Safety at Work etc Act 1974 which requires that appropriate action is taken to eliminate or control risks so far as is reasonably practicable.

These form part of any Health & Safety policy. The length and details of these procedures will vary from pool to pool, but it is essential that this document is kept up to date and available.

Training Staff training is also a crucial element to pool safety. Certification requirements vary based on job function. Whether it’s lifeguards, swim instructors, coaches or class instructors, they need on-going, documented training and a schedule of refresher training. This gives your team the necessary skills and confidence to be proactive in situations and reactive should an issue arise. But it isn't just the staff that need education. Making sure that your members are familiar with pool policies and health and safety concerns helps cultivate an environment of safe use. New member orientations give you the opportunity to highlight guidelines that your members may not otherwise be aware of.

In practice this will mean carrying out a risk assessment which is a careful examination of aspects of the operation and use of the pool during both normal conditions and in the event of an emergency. This risk assessment is known as a Pool Safety Operating Procedure (PSOP).

New members are more likely to use a pool without thinking about safety than any other facility at a leisure centre. The familiarity of swimming pools outside a gym or leisure centre can cause people to become complacent with safety, which is a big risk. Spending time during new member orientation to go through pool safety will help keep this issue in their minds. It is also a great forum for your members to ask questions regarding safety, before they use your pools.

Pool Safety Operating Procedures are written documentation which informs pool staff and users of the working practices of the establishment and the actions to be taken in an emergency.

Putting up appropriate signage and physical safety measures all go a long way to ensuring that your centre or club is insulated against liability.

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Practical safety While good pool design will eliminate many potential hazards, most pool managers will have responsibility for an existing pool, in circumstances where they cannot make changes to its layout or major features. In such circumstances there are some simple ways to augment existing sites to maintain good safety. For example, replacing existing tiles and surfaces with non-slip alternatives. Being proactive is the best way to prevent problems. Limiting liability starts before an accident occurs.

Slip resistance Water is a constant around swimming pools. You can't really avoid it. This is why tactile, slip-resistant flooring is so important to poolsides, locker rooms and other hightraffic areas around the pool. Slip and trip hazards can be reduced by good design. Surface roughness, moisture displacement, the profile and surface pattern of the finish and foot grip, all affect slip resistance. The slip resistance of any given surface will diminish if the gradient becomes steeper than 1 in 30 or is less than 1 in 60 because such a shallow gradient is not sufficient to ensure that moisture drains away. The normal recommended range for the fall in wet areas is between 1 in 35 and 1 in 60. When combined with a slip-resistant finish such as a ‘25-stud’ ceramic tile, this should create a satisfactory surface for members. If you opt for a floor finish or coating, remember to make sure it is appropriate for wet bare feet and shod feet in both wet and dry conditions.

Drainage To prevent water pooling in high-traffic areas, make sure the gradient of the floor effectively drains away any surface water. The maximum gradient of 1 in 35 for floors and 1 in 15 for ramps should not be exceeded. Around the pool, ensure that your drainage channels are covered and regularly monitored for damage. The interlocking plastic grating that covers swimming pool overflow channels is prone to stress, breaking over time with the constant movement of water. When bits break off and float into the drainage system, it can lead to costly damage. In addition, debris floating around in your pool spoils the experience for your members. Alternatives to common plastic, such as GRP, are more robust, making for a more reliable material for channel covers that is still fit for the purpose of draining water.

Poor lighting Lighting is important, especially for areas that aren't suitable for windows that allow lots of natural light, like changing rooms. Poor lighting can lead to accidents, especially slips and trips. Changing rooms need a balance of light. Much like a bathroom, lights need to be brighter over the mirrors to ensure a shadowless reflection but there doesn't need to be as much in the toilets or showers. However, make sure there is sufficient light to see clearly, as a fall in the shower can be dangerous. In general, you should ensure that your site is equipped with automatic lighting. Automatic emergency lighting, powered by an independent source, should be provided where sudden loss of light would create a risk, such as during a power failure, so that emergency evacuation procedures can be carried out safely. Swimming pools are one of the most attractive facilities to potential members, making them a real asset to your organisation. However, it is vital that your pool is as safe and hazard-free as possible for the pleasure of your members and the security of your reputation and liability. DECEMBER 2017

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Appoin TRENDS

A round-up of industry movers and shakers

EGYM APPOINTS NEW HEAD OF UK eGym has appointed Kerstin Obenauer to head up its UK operation as Country Director after the restructuring in the European market. Working very closely with Jeremy Jenkins, Commercial Sales Director UK, and reporting directly to European Director, Eric Wenig, Kerstin will focus on continuing to promote industry collaboration to deliver a connected solution for gym operators across the territory. Kerstin brings with her a wealth of experience. In addition to two Masters Degrees - one in Economics and one in Sports Science, Kerstin has more than 20 years hands-on experience working in the fitness industry. During this time, Kerstin has successfully implemented new concepts and technologies into multiple fitness sites. This has involved supporting gym owners as they embrace change and develop new ways to drive their businesses and developing the mind-set of the gym teams to maximise the success of the implementation. In her new role, Kerstin will use all her experience and knowledge to help gym owners develop solutions which address their business needs – driving revenue and improving service standards. She will also focus on educating the sector as to the benefits of a connected environment and how digitalisation offers our sector the most efficient and cost-effective means of meeting consumer needs and getting all segments of our population active.

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Speaking of the appointment, Eric Wenig says: “In the three months since I joined eGym, Kerstin has already demonstrated her leadership talent, proving herself to be an energetic and inspiring leader. Her dedication and passion, combined with her extensive industry knowledge and her competence in selling our solution, is vital to growing our foothold in the UK. “Many of Kerstin’s implementation solutions are now used as best practice examples across our global business and I am confident that, with the network of well-respected operator and supplier relationships Kerstin has already established, the brand will enjoy significant growth in the territory.” Kerstin’s promotion is indicative of the successful implementations of eGym in the UK and the generation of new business in diverse array of sectors over the last twelve months. Commenting on her recent promotion, Kerstin says: “I am really excited by the opportunities that lie ahead. eGym offers gym operators a turnkey solution which has the scope to make a significant impact on their business because of its diversity and ability to engage with everyone. With our current UK customers’ successful implementations and eGym’s seamless data collection, we are now able to prove our results and the solution’s positive impact on a hugely diverse range of facilities. The foundations have been laid for significant growth here in the UK and I am looking forward working with the team to maximise this potential.”


ntments TECHNOLOGY

JAMES WILLMENT JOINS GYM OWNER MONTHLY TEAM James Willment, a creative, fashion, advertising and e-commerce photographer has joined our team here at Gym Owner Monthly Magazine. With 20 years’ experience freelancing for Magnet Harlequin, Hungry Tiger and Brown Brogue, working with brands such as Ted Baker, Boxfresh, Speedo, Kickers, Paul’s Boutique and Fila, James has already

taken some great pictures for us – such as our Team photos. Having worked for the Pentland Group for over six years, building their in-house studio from scratch, and working as Studio Manager and Head Photographer, James is as versed with fashion models, as he is with product, lifestyle and editorial shoots. www.jameswillmentphotography.com

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

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DECEMBER 2017

Profile for Gym Owner Monthly

Gom dec17 issue full (2)  

The UK's leading digital magazine for gym owners and fitness professionals

Gom dec17 issue full (2)  

The UK's leading digital magazine for gym owners and fitness professionals