Page 1






Matt Pengelly






by Janet Thomson
















PT OF THE MONTH! featuring



N E W S // R E V I E W S // T E C H N O L O G Y// T R E N D S // E Q U I P M E N T// I N S I G H T

Welcome... to the February issue of Gym Owner Monthly. Love is well and truly in the air...Love for all things fitness that is! We are the fitness magazine that just keeps on giving, not only are we jampacked with the industry’s finest, we still remain free and will never cheat! This month we are spreading the love with cover star and Matrix MD Matt Pengelly on page 19, online PT Felicity Rosina tells us why it’s ok to have failed our New Years resolutions on page 26, we bring you THE best wearable tech for 2020 on page 29, and we join the Wattbike cycling revolution on page 38. Janet Thomson MSC brings us the second part of The Anatomy of Habit on page 47, we look at risk assessments for gym owners on page 54 and find out how technology can help you stay ahead of the competition on page 64. After more commitment?? Why not sign up for your free 12 month subscription here: https://www.gymownermonthly.co.uk/sign-up/ With love,

The GOM Team x




Jane Grandena

Janine Edwards

Paul Wood



pw@gymownermonthly.co.uk Tel: 07858 487 357 +34 642572963

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

 @GymOwnerMonthly  gym-owner-monthly-magazine

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COVER PHOTO CREDIT: Matt Pengelly © Gym Owner Monthly Magazine 2019 Gym Owner Monthly is published by PW Media. Gym Owner Monthly is protected by copyright and nothing may be produced wholly or in part without prior permission. The acceptance of advertising does not indicate editorial endorsement. The opinions expressed in editorial material do not necessarily represent the views of Gym Owner Monthly. Unless specifically stated, good or services mentioned in editorial or advertisements are not formally endorsed by Gym Owner Monthly, which does not guarantee or endorse or accept any liability for any goods and/or services featured in this publication. We cannot accept responsibility for any mistakes or misprints. Unsolicited material cannot be returned. The views expressed are not necessarily those of the publisher. Please note that we reserve the right to use all supplied photographs/images elsewhere in the publication or on our social media channels.

February 2020


Contents 16



26 29

33 31 16 19

Mark Silver Is our Gym Owner of the Month

Big Interview Matt Pengelly, Managing Director of Matrix Fitness U.K., discusses the importance of a great team and the exciting growth of the low-cost sector

23 26 29 4

PT of the Month Featuring Ricky Eldridge

PT Viewpoint Online PT Felicity Rosina tells us why it’s ok to have broken your New Years resolution

42 35 38 31 33 35 38

How cold can you get! The benefits of Cryotherapy

Fitkit This month’s round-up of the latest equipment for your gym

Is your business management solution fit for purpose? By Fisikal

Chris Stanton Wattbike Master Trainer at Third Space London, talks about what makes indoor cycling so popular and what his predictions are for the future of this

The 2020 Must-have smartwatches

February 2020

fitness trend….


44 57

42 44 47 52 54

47 52 60

Stop doing Interior Design By Cuoco Black

British Rowing: Five reasons to get involved in indoor rowing ahead of Tokyo 2020

The Anatomy of Habit Part 2 by Janet Thomson

Are you experienced? By Guy Griffiths

Risk Assessment: Hazards what are they? A quick insight to Identify some of those Hazards

57 60 62 64

54 62 64

Sales Mastery Part IV Explained by Daniel Nyiri

Going BIG or going bust? Explained by Taz Dunstan

Resisting Rehabilitation Could damage your Gym Floor explained by Matt Gleed

Ask the Expert How Tech Can Help Gyms Stay Ahead of the Competition

We're always seeking contributors, if you're interested in writing for us then please contact: pw@gymownermonthly.co.uk February 2020




What’s hot in the fitness industry

Sport For Confidence Fills all 40 Coaching Practice Placements Sport For Confidence has filled all 40 Sport England funded Coaching Practice Placements (CPPs) with the final intake of participants completing their inductions this month. Over the next six months, participants will embed themselves in the Sport for Confidence model across Essex working with a range of coaches and allied health professionals, enhancing their experience, understanding and skills in the delivery of inclusive sport.

Back row left to right: Chris Reeder - Participant Jack Edgar Head Coach, SFC Tom Ellis - Participant Mason Milne - Participant Anna Pettican – Senior Occupational Therapist, SFC

Bottom row left to right James Taverner - Participant Sophie Garratt, Occupational Therapist, SFC Nicola Nice – Participant Gwen Gilkes - Participant

“I am really excited by the Coaching Practice Placement as it provides an opportunity for me to better understand how I can connect my medical knowledge with my practical experience as a dance teacher”, says Louise Howitt, former Doctor, now dance teacher. “I work with people with physical and/or learning disabilities. Helping them become more physically active through dance can have huge benefits physically, mentally and in their everyday lives.” Each participant will work through 4 modules from a selection of 7, with each module requiring 6 hours of practical application and 2 hours of self-directed study. Practical sessions will be supported by reflective practice ,conducted remotely by phone or Skype and by peer support sessions. “We are excited to welcome our first cohort of CPP

participants into the Sport For Confidence fold,” says Sport For Confidence Occupational Therapist, Sophie Garratt. “Each participant will now begin their tailored journey with us, learning how to integrate our unique and proven coaching practices into their own, creating new sporting opportunities to those who face barriers to participation. “Some of the areas they will explore, in a practical setting, working alongside our sports coaches and AHPs include; how to identify and eliminate barriers to participation, the impact of skill development on occupational performance across all aspects of life and how to embed person centred practice through collaborative goal setting. This is a truly unique opportunity, taking learning from the health sector and applying them in a physical activity setting.” Sport For Confidence will be delivering the CPPs across Essex, utilising the social enterprise’s network of host leisure centres. All participants are expected to complete their placement by September 2020. Participants include personal trainers, football coaches, swimming teachers, PE teachers, health care assistants and dance teachers. For more information, visit www.sportforconfidence or email Sophie Garratt at: sophie@ sportforconfidence.com.


February 2020



and feet, rather than stand-on scales.

BMI (body mass index) has traditionally been the value used to measure a healthy weight for a client’s height. But it is not able to distinguish body fat from muscle and water; essential in helping a member or client reach their goals. BIA (bioelectrical impedance analysis) does provide this distinction. It allows you to determine if a change in a person’s total body weight is due to fat, muscle or fluids. This more specific data allows you to adapt a wellness or fitness program very early on, helping members and clients to work more efficiently and achieve their goals much faster. This increases a person’s motivation which can in turn increase referrals and ultimately increase the number of members or clients. Stuart Jackson, Director of Sales (UK & Ireland) at HaB International , said: “BMI has been in use for over 100 years, but came under scrutiny when a study1 found that using BMI incorrectly labelled more than 54 million Americans as “unhealthy”. “We’re now being asked by our customers for devices that will accurately measure far more than just BMI, and BIA technology from Bodystat does do that.” “In fact, gyms, clubs and personal trainers are increasingly wanting to provide as much detailed, accurate data to their time-poor clients and members in the quickest time possible, so BIA is really taking off.” 1. Misclassification of cardiometabolic health when using body mass index categories in NHANES 2005–2012 BIA is non-invasive. It uses a small current to measure skin resistance at different frequencies against various tissues in the body. Accuracy of measurement depends on the thickness of the skin and the connection to the electrode on the skin. For instance, your skin is thicker of on the soles of your feet than the tops of your feet. For this reason, leading BIA and fitness assessment manufacturer, Bodystat, use calibrated, medically graded electrodes on top of the hands

Before the invention of bioelectrical impedance analysis (BIA), BMI used the measure of the client’s weight (kg) divided by height, in meters squared. However, these values cannot pinpoint the reasons for specific fluctuations in total body weight. For instance, loss of weight doesn’t necessarily mean the client has lost fat. It could be due to loss of muscle or even dehydration. “The Bodystat 1500 has been tried and tested in gyms for over 20 years and users find it an invaluable tool for motivating their clients and getting real long-term results,” said Stuart. Bodystat devices, such as the 1500, with their advanced body composition measurements, offer accurate, medically graded results in seconds and are equivalent to Gold Standards. Bodystat has a thorough understanding of BIA technology and HaB International are their official distributor for the UK. For media enquiries contact: Monika Stonyte HaB International Ltd monika.stonyte@powerbreathe.com Tel: 01926 816110

The Lensbury The Lensbury, a Private members club in Teddington, London, has re-opened following the significant internal refurbishment of its leisure facilities, designed by zynk. The project included the re-design of The Lensbury's Holistic studio, Group cycling studio, gym floor and Hi-Energy/HIIT studio. zynk drew inspiration for the gym design from the leisure club's second-floor positioning and generous glass frontage, creating an interior that fuses effortlessly with the 25 acres of landscaped grounds that surround the Club. Inspired by these natural elements, zynk used light oaks and shades of green to create a contemporary and mature interior that appeals to the Club’s membership demographic.

UK Gyms:

36 56


Have a Mobile App


Offer Online Class Booking Source: The Leisure Database Company - 2019 State of the UK Fitness Industry Report

February 2020



the latest equipment from Matrix Fitness, two multiuse fitness studios offering over 40 exercise classes a week, a spinning studio, GP referral services as well as a café and soft play area. Daniel Infanti, General Manager at Long Stratton Leisure Centre comments: “As a council run gym, we recognised that we needed a facility that offered something to everyone, of all different abilities and fitness levels. It wasn’t just about modernising but about really considering the needs of our members and creating something that gave them the best experience possible.” The original layout limited the gym to separate rooms for cardio and free weights, which created an inconvenient and uninviting space for members. South Norfolk Council enlisted the help of Matrix Fitness, collaborating with them on equipment and design, resulting in an accessible, firstclass facility.

Working closely with project manager Peter Woods, Managing Director of PW Leisure Consulting, and equipment supplier Technogym, zynk also configured all the internal exercise zones to create a smooth and efficient journey for members through key areas of the club. Peter Woods commented: ‘When we needed to deliver a sophisticated fitness environment for the discerning Lensbury Club members, zynk Design was our go-to partner. Having delivered on all of our objectives, we are delighted with the end result.' In response to growing demand, The Lensbury also extended its Yoga and indoor cycling offering. zynk achieved this by removing an existing room and reconfiguring the downstairs floor plan. Constructed in 1920, The Lensbury Club is set within 25 acres of landscaped grounds and celebrates its 100-year anniversary in 2020. In addition to the premium leisure club, facilities include a 4* Hotel, Conference Centre, Events and Special Occasions. zynk is a team of specialist interior architects and designers with more than two decades’ experience in the wellness sector. It has helped a considerable number of businesses create successful health and wellness ventures through intelligent design solutions. For more information about Zynk’s latest projects, visit here

“I can’t speak highly enough of the support that Matrix Fitness gave us throughout this entire project. Not only did they advise us on the design, layout and equipment for the gym but they also set us up with a temporary gym facility whilst our refurbishment was being done, and due to the high standard of this we managed to grow our membership by 100 during that time.” The new look included an open plan layout, a balance between the cardio area, free weights and functional training. This included the latest Matrix Fitness connected strength and cardio equipment, a Connexus rig, S-Drive Performance Trainer and a Double Mega Race. “We have seen a massive uplift in membership since the renovation, we have not just retained our current members, but have enticed old members back and welcomed members from new markets.” Infanti adds. “We have had to double our class exercise timetable due to demand and the footfall has gone through the roof. We now see 15,000 people through our doors each month compared to 5,000 before the refurbishment.” After the renovation, targets were to have 800 members by the end of March 2020, which was more than doubling the original membership figures. The team had already exceeded that target by November 2019, with membership now at over 920 and anticipating more to come in the New Year. Tim Grainger-Smith, Head of Sales – Public Sector at Matrix Fitness comments: “This was a project not just about providing gym equipment, but about supporting a team through every stage, from start to finish, of an incredible renovation. We worked together to ensure that temporary facilities were in place whilst the refurbishment was taking place, to such a high standard that new members were even drawn to join during this time, and then focused on helping the team create an accessible, inviting and engaging training space for members of all abilities.”


“At Matrix Fitness, we like to take on partnerships, providing guidance and expertise in any aspect we can, from the initial design to the day the doors are open to the public. And it’s been fantastic to see the positive impact this renovation has already had on the members, staff and the wider community.”

Long Stratton Leisure Centre, run by South Norfolk Council, underwent a major £2 million renovation in 2019 which saw the existing building redeveloped into a state-of-the-art facility, now on two levels, with improvements to the sports hall and changing rooms, along with a new 80-station gym featuring

South Norfolk Council hopes the refurbishment will help meet extra demand due to more than 1800 new homes planned for the area.


February 2020

To find out more about Long Stratton Leisure Centre visit www.south-norfolk.gov.uk or to learn about how


Matrix Fitness can transform your fitness offering visit www.matrixfitness.co.uk

Harlands/ Active Points partnership Some additional data features have been enabled for Harlands Group customers participating in the Active Points incentives and rewards programme. In addition to the daily and weekly activity dashboards, gym members can also access monthly progress and comparison activity data displayed in their AP member dashboard. The data insights module also provides gym owners with valuable overviews of their member’s in-gym and external activity not usually tracked by gym operators. This functionality delivers gym operators with valuable member activity information that can be used to engage with their members and develop ongoing relationships with the membership. Niall Jordan CEO Active Points “The Data insights module allows members to visualise their progress in their fitness journey and provides gym operators with ongoing opportunities to positively engage with their members making gym memberships more relevant to a member’s fitness journey both at and away from the gym” Sarah Pearce, Head of Account Management, Harlands Group “Positively rewarding members for physical activity adds a further dimension to their experience with our clients. For our clients it is an additional way of retaining members, extending the lifespan and reducing the number of cancellations due to not being able to visit the facility. It adds so much more for both our clients and their members.” About Harlands Group Harlands Group is the leading provider of membership management services to leisure operators, processing over 2.3 million Direct Debits monthly. We do more than process payments. We help our clients earn optimal income, reduce defaulters, access a flexible and customisable online joining solution, reduce internal administration work and gain piece of mind that income and data is secure. You provide the passion. We’ll provide the payments Focus on what you do best and we’ll manage your membership payment experience – get in touch to learn how we can help your business: Email: sales@harlandsgroup.co.uk Phone: +44 (0)1444 449150 Website: www.harlandsgroup.eu

PREMIER MANUFACTURER TROY BARBELL & FITNESS ANNOUNCE NEW VP SALES & MARKETING TO SUPPORT EXTENSIVE GROWTH STRATEGY Position underpins global dynamic expansion of Troy product and partners HOUSTON – February, 2020 – Troy Barbell and Fitness, the industry leader in quality and innovation, today announced the latest addition to their management team. New VP of

Sales and Marketing, Robert Quast, brings with him nearly 30 years’ experience in the fitness industry across world-renowned brands. With a reputation for industry-leading material quality, design and durability, Troy is committed to investing in new product innovation, research and development in order to continue to evolve and grow opportunities for customers, partners and the wider industry. The appointment of Quast consolidates this strategy by bringing some serious worldwide fitness industry credentials to support channel growth and diversification as well as to create added value and customer solutions. Mr. Louis Lien, President and Owner of Troy, comments, “We take pride in hiring the best and brightest employees. We respect and value each individual and how they play on the team as a whole. Robert’s approach to business is a perfect fit for us and he brings with him such a wealth of industry knowledge and expertise.” Quast’s experience across key areas such as sales, product development, marketing, business development and education make him a key hire for Troy as they look to expand globally whilst staying true to their roots of quality, customer service and committed relationships. Robert says, “I’m excited for the new challenge presented at February 2020



Troy. They’re a business with great heritage and respected product. There’s a huge opportunity to connect with customers and partners in a new way and tell their story. I’m looking forward to meeting the extended Troy ‘family’ and to growing new partners and connections overseas.” About Troy Barbell & Fitness Founded in 1987, Troy has steadily grown to become one of the premier free-weight and accessory manufacturers in the fitness industry. Comprising of three brands – Troy (premium, quality, customisable free weights), VTX (speciality & functional fitness) and USA (best in class home fitness products), the Troy lines all set high standards. Headquartered in Houston, Texas, and supplemented with distribution warehouses in New Jersey and California, Troy Barbell & Fitness prides themselves on being uniquely positioned to be the one-stop free weight and accessory provider of choice. www.troyfitness.com | marketing@troybarbell.com

Veolia CHP delivers total fitness Latest CHP technology will achieve a 32% reduction in gas consumption, and a 22% increase in electrical efficiency Leading resource management company, Veolia, is now helping Total Fitness achieve a 32% reduction in gas consumption using combined heat and power, CHP, across 17 health and fitness facilities in the north of England and Wales. The new 15 year contract will install the latest technology to achieve a 22% increase in electrical efficiency compared to the existing CHP units, lower energy costs and further reduce CO2 emissions from the 134,000m2 of building space.

pressure off the local electricity infrastructure and provide stable energy costs that are less susceptible to energy market price changes. Also included in the contract is a 15 year operation and maintenance service, provided by Veolia’s nationwide service teams, and this will guarantee availability on a 24/7 basis. Richard Kirkman, Chief Technology and Innovation Officer, Veolia UK and Ireland said: “For over 80 years Veolia has been helping organisations balance their energy needs by providing the technical know-how - enabling them to prosper by improving their efficiency, and giving them control. "We look forward to helping Total Fitness extend their commitment to the environment. As the UK struggles to generate sufficient energy to supply the nation CHP can play a key role in guaranteeing sustainable electricity and decarbonising heat, and meeting the zero carbon timeline for 2050." Jasvir Sanghera, Total Fitness added “Our continuing strong focus on CHP highlights our greener approach and our culture of energy conservation. Use of the latest technology will help the environment that our business operates in and demonstrates our commitment to sustainability. Challenging reduction of our carbon footprint is essential and the CHPs will do just that." Working with Veolia since 1997 Total Fitness operate health clubs located throughout the North of England, including Manchester, Cheshire, Lancashire, Yorkshire, Lincolnshire, Teesside, Wirral, Humberside, Merseyside, and North Wales. Veolia also manages waste and recycling operations for Total Fitness. For more information visit www.veolia.co.uk/ combined-heat-power/

As a leading operator of health, fitness, rehabilitation and aquatic facilities, Total Fitness operate 17 Health Clubs within the UK, advising over 100,000 members on their health and wellbeing. The company’s continual commitment to drive down energy consumption, utility costs and further reductions in carbon emissions, is one of the key drivers of the company’s business strategy. Under the new contract each of the Health and Fitness centres will benefit from new co-generation plants that efficiently generate electricity and heat from a single fuel source to cover their energy demands. Each onsite plant provides electricity and heat for the whole building, gyms, pools, showers, saunas, steam rooms, sanariums and domestic hot water. To match the locations’ base electrical and thermal loadings the plants are individually sized, ranging from 140kWe to 250kWe and will take the total co-generation capacity across all the sites to 3.17MWe equivalent to the power demand from 8,400 homes.. Over the last 20 years Veolia have worked with Total Fitness to continually reduce utility consumption through a number of key green initiatives. Over this time Veolia CHP units have saved over 60,000 tonnes of CO2, and significantly lowering the carbon footprint of the fitness chain. With the existing CHP fleet nearing the end of its operational life, the new CHPs will help further key sustainability goals by delivering the benefits gained from improvements in engine technology, and control systems over the past decade. The contract covers a fully engineered package covering installation and operation of the CHP units that will take 10

February 2020

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


Historic city centre gem opens doors to reveal stunning new lifestyle venue NEWCASTLE’S iconic City Baths is set to open its doors to the public on Monday, January 27, 2020, to reveal the fully restored pool and stunning new fitness and wellbeing facilities – six years after its closure to the public.

anticipated, however we wanted to make sure the restoration was done to the highest of standards. “We’ve worked closely with the local authority’s conservation officer to ensure that we have kept works true to the original building design, while also incorporating modern touches to ensure that it meets the demands of today’s customers. “It has taken a lot of hard work and effort, but we have completely fallen in love with The City Baths and are incredibly proud to be cementing its future for generations to come. “We can’t wait to see what everyone makes of it. This isn’t the work finished as we will continue to lovingly restore this building for many generations!” As well as sensitively restoring the historic pool, the new space combines modern facilities – including a fully equipped gym, sauna and state-of-the-art fitness studios that will host up to 100 exercise classes every week. The Turkish baths and a luxury spa are also set to open on site shortly after and will offer a range of treatments. Fusion Lifestyle, the charity behind the £7.5million redevelopment, saved the venue after it was closed in 2013 and has worked with Napper Architects and specialist contractor Createability to breathe new life into the neglected Grade II listed building – a process which has taken more than three years to complete. The City Baths will be one of only 11 historic Turkish baths currently in operation across the UK. Anthony Cawley, Director of Operations at Fusion Lifestyle said: “The baths have been enjoyed by generations of locals since they opened in 1928 and are a cultural icon to the residents of the city. When we spotted the campaign to save the building, we were keen to take on the project and help ensure that its precious history was retained. “Due to the age of the building and the specialist works needed, the renovations have taken longer than originally

Ian Cotgrave, managing director at Createability, said: “We are incredibly proud of what we have achieved in this renovation. “While it’s been a difficult project, due to some of the technical issues of dealing with a 100 year old building, the end results are stunning and have secured the future of this beautiful building.” The City Baths is located in central Newcastle on Northumberland Road and users will be able to make use of its facilities from 6.30am until 9.30pm on weekdays and from 8am until 5.30pm at weekends. A variety of membership options are available to suit a range of budgets, including ‘Gym and Swim only’ at £35 per month to ‘Premium Anytime’ at £90 per month which includes unlimited use of the fitness suite, swimming pool and Turkish baths, as well as unlimited group exercise classes. However, for those who want to try out the facilities first, February 2020



you can ‘pay as you go’ from as little as £6 for a swim or to use the gym. For more information on the facilities, memberships or to book a visit, please visit www.city-baths.co.uk.

Former Notts international powerlifter who cheated death after being impaled on a fence following horrific car accident opens his first gym A FORMER international powerlifter from Kirkby, who credits exercise with helping him to get back to full fitness following a near-death experience, is set to open his first gym.

in the gym and, as a result, his mental health suffered. With support from those around him – including his friends at the gym – Anthony returned to competing just 18 months after the event. He says that exercise helped him on his road to recovery – and now he wants to share his love of fitness with others. “I wasn’t in the best shape as a teenager,” said Anthony, who now lives in Mackworth, Derby with wife Kelly and son Oscar (2). “When you’re at school, you have PE lessons and are generally active. Your parents make sure that you eat well and that your food is made for you. “But when you leave school and are more independent, you adopt a different lifestyle; for me, I ate more junk food and generally didn’t move as much. “I gained weight and it was my dad who co-axed me into going to the gym, Fitness First, close to home. “It took a fair bit of persuading; I was reluctant at first. However, one of the instructors at the gym I went to saw potential in me and began training me. “I started to really enjoy the sessions and felt in good shape. Then I had the accident. “My family and I like to joke about the accident. Every year we have ‘Happy Impalement Day’. But seriously, I was very lucky to survive. “I was with my friend, Dave Eaton, who was the driver of the car. We were on a country road, just about to go round a bend, when a car travelling in the opposite direction ran us off the road. “Dave’s car somersaulted in the air a few times before landing in a field. Dave was absolutely fine; he managed to get out of the car by climbing through the window. “I thought that I was fine, too, until I tried to get out of the car and realised that I couldn’t move. I looked fine and initially couldn’t see any broken bones or damage. “But I soon realised that I was skewered to the car seat by a fence post, which had gone through my left arm, into my body via my rib cage - which was completely smashed – and out the other side. “What I didn’t realise until later, though, was that the post was stopping me from bleeding to death.”

Anthony Spalding, whose gym Spalding Strength and Fitness is now open in Derby, was impaled on a fence which narrowly missed his vital organs - and spent a week in an induced coma after the car he was a passenger in was involved in a horrific head-on collision in 2010. He was air-lifted to the Queens Medical Centre, Nottingham, where he was given an epidural to ease the pain and subsequently put into an induced coma to cope with the trauma. The 29-year-old, then-19, spent seven days in a coma but when he came round, he found that he couldn’t see and was left temporarily paralysed. Anthony, who was a promising powerlifter at the time, eventually regained his sight and he remarkably made a full recovery. It was, though, weeks before he could return to full training 12

February 2020

The fence post had to come out, though – and it wasn’t an easy operation. “When doctors removed the fence, both of my lungs collapsed,” said Anthony, “I was in a real mess, although I remember very little about it, as I was put into an induced coma at this point. “I can vaguely remember random points about the night but, thankfully, very little about the time I spent in hospital.” Anthony spent 16 days in hospital but, just four weeks after the accident, he returned to the gym. It would be a further 18 months, though, before he would resume lifting the heavy weights. “I was climbing the walls at home,” he said, “I couldn’t wait to get back into the gym. “The first few weeks were spent on the bike, just doing a light workout. I also spent a lot of time talking to my trainer,


Phil Gray, which really helped. “I didn’t start lifting again for a while and it wasn’t until 18 months after the accident that I started competing in powerlifting events again.” Bitten by the fitness bug and keen to carve out a career in the industry, Anthony got a job as a cleaner in another gym – Festival Hall in Kirkby-in-Ashfield. It was his job to make sure that the equipment was sanitised and that the toilets were clean. Anthony then took on extra hours manning reception and helping run children’s parties, before, eventually, becoming a personal trainer. He moved to Derby in 2015 to work at DW Fitness, on Pride Park, and earlier this month, he decided to start his own business. Spalding Strength and Fitness, which is in Unit 13, Gosforth Road - just off Ascot Drive – in Derby is now open for new clients. “Spalding Strength has been a real labour of love,” he said. “I have received excellent backing and support from the Prince’s Trust charity, who helped me to put together a business plan.

The leading online booking system A fully integrated and easy to use online solution for the sports and leisure industry. ✓ Booking & Facility Scheduling

“I’ve spent most of 2020 getting the gym ready; setting up equipment, laying the floor tiles and cleaning the place.

✓ Membership Management

“I have already started doing one-on-one sessions with clients I had on my books but I’m now taking bookings for group training sessions. It’s an exciting time.”

✓ Integrated Payments & Direct Debits

Anthony has been giving his Instagram followers a sneakpeek of the gym, offering advice and tips on how to get fit and strong in 2020.

✓ Point of Sale

And he is keen to stress the mix of clients who he works with.

✓ Marketing

“Going to a gym on your own for the first time can be a daunting experience,” he said, “I don’t want people to feel like that when they come to me.

✓ Client Booking Portal

“Spalding Strength caters for everyone; from the fitness fanatic who wants to improve to those who perhaps have mobility problems.”

✓ Management Reporting

Anthony has first-hand experience of working with those with health issues. His wife, Kelly, has Ehlers-Danlos syndrome; a genetic condition which causes pain in the and instability of the joints.

✓ Invoicing Visit:

“Very few people have even heard of Ehlers-Danlos,” said Anthony.


“It is a condition which Kelly was born with and one which leaves her feeling fatigued. She does, though, manage it through exercise and copes remarkably well.


+44 (0)330 025 2035

“I would like to help more people with issues like Kelly and am looking forward to opening up the doors of my gym and welcoming people in.” February 2020




EuropeActive's 7th European Health & Fitness Forum is on its way!

EuropeActive's FAIR+ project kickedoff in Brussels!

EuropeActive will be hosting the 7th edition of its European Health & Fitness Forum (EHFF) on April 1st 2020 in Cologne, Germany, at the Congress Centre East (new location). This year’s theme 'Hello from 2030' will focus on what the next 10 years will look like for the fitness and physical activity sector. EHFF is our main event for operators, employers, national associations, suppliers and other key stakeholders in the fitness and physical activity sector providing a unique opportunity to share ideas, establish long-lasting connections and enjoy a memorable event surrounded by industry professionals, setting the stage for the FIBO International Trade Show.

Anytime Fitness, the first franchise on all seven continents Anytime Fitness, one of the world’s largest and fastest-growing fitness club chain, has become the first franchise operator to have a presence on all seven continents after the launch of a gym on board the Magellan Explorer ship. The gym is equipped with cardio and strength-training equipment from Life Fitness. “Being the only franchise to operate on all seven continents and land a gym on the coldest, windiest, driest region of the world was no easy feat but was a necessary step in contributing to our mission”, said Anytime Fitness CEO Chuck Runyon. 14

February 2020

On Tuesday 28th January, EuropeActive's kicked-off FAIR+ project meeting in Brussels. After successfully concluding the Forum for Anti-Doping in Recreational Sport project (FAIR), which produced an extensive Final Report on existing doping prevention interventions and for food and food supplements across the EU 28, the FAIR+ project will keep the focus on doping in recreational sport with 3 main objectives

Our FIBO Week 2020 Our Events Team is organising a week full of EuropeActive meetings and events around FIBO, the world's biggest fitness trade show. Aside from EHFF, they include the


European Fitness Associations Forum ( EFAF), Training Provider Forum ( TPF) and several invite-only events for operators ( CEO Lunch) and suppliers ( Brain-food for Breakfast, previously 'President's Breakfast').

a lack remains of clear knowledge and data on this subsector. The present study, presented in 'Group Fitness in Europe' is one of the first to conduct research on this topic. A mustread for all who are involved in group fitness (management).

Make sure to follow us on social media to stay in the loop!

EuropeActive members can order the publication at a receive a discounted rate.

Group Fitness in Europe: A new publication for 2020

In 2012 we started to systematically conduct research on multiple topics in the health and fitness sector. A big study on PTs was conducted in 2018. Next up was group fitness, an an important activity - though

PureGym completed acquisition of Fitness World

PureGym, the UK’s largest gym operator, has successfully completed the acquisition of leading European gym and fitness operator Fitness World. Humphrey Cobbold, Chief Executive Officer of PureGym said: “We are delighted to announce the completion of this transaction which transforms PureGym into a significant international gym and fitness operator with a strong platform from which to expand further.”

February 2020


sG pY o Mt O l iW gN h Et R O F T H E M O N T H

Your name(s):

Mark Silver

Gym name:

Beckwith Gym


Central House, Otley Road, Harrogate HG3 1UF


01423 522177





# of members:

750 members

How did you become a gym owner? I opened The Academy in Harrogate in 1994, in response to people wanting indoor tennis, a gym and a local spa.

How many gyms do you own/operate? 1

How long has your gym(s) been operating for? Since 2002

Aside from the gym, what other facilities do you offer your members e.g. cafe, classes, creche etc.? We offer Fitness Classes, Sports Massages, Personal Training and Alternative Therapies.


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How many staff do you employ? 6

How important are PTs to your business? Very important, the PTs who work with us share our attitude, work rate and they work seamlessly with the team. There is no us and them, we are all together to improve the fitness and health of our members.

How do you motivate/incentivise your staff members? Salary, bonuses based on member recruitment, I even buy them chocolates at Christmas and Easter !!!!

Yes, if any of the staff want to improve an aspect of their professional lives, we are always happy to support them, as long as the club can also benefit.

What makes your gym unique? The ambience, I think it is genuinely one of the friendliest clubs with the nicest atmosphere.

What advice would you give to other gym owners just starting out? Manage your cash flow!!!! Don’t think membership numbers are the only important issue, look after your existing members, they will become your best resource.

What are the biggest challenges facing Do you provide any financial assistance for your staff with regards to their training your business today? Low-cost chains who prostitute themselves for member numbers & development?

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but give no thought to the individual members who join them. We should all try to improve the lives of our members first before we worry about profitability.

How are you promoting your brand and marketing your gym?

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

What is your biggest success story?

The move away from equipment-based exercise, and class-based clubs.

How do you engage with your members? By talking to them! We also run regular “surprise your members” freebies and regular challenges throughout the year.

How do you retain your members? We try to engage with our members so that they visit us at least 3 to 4 times a month. Once we see a drop-off, we ring them to find out how they can be enticed back in, and then keep in regular discussion with them.


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Through social media channels and re-marketing.

I think it is when you see members who have been with us for years, bringing in their friends who then also join. Probably a boring answer, but I see that as a success!

Finally, if there was one thing you could change in the industry, what would it be?

No VAT on memberships! Make it cheaper for people to join health clubs. It is unfair that larger groups such as Nuffield, pay no VAT and they don’t pass that onto their members.

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MATT PENGELLY, MANAGING DIRECTOR OF MATRIX FITNESS UK, DISCUSSES THE IMPORTANCE OF A GREAT TEAM AND THE EXCITING GROWTH OF THE LOW-COST SECTOR How did you get into the fitness industry? I loved sports at school so when we had to decide on a career path, I fell quite easily into training to become a PE teacher. I soon decided this wasn’t for me and instead found a fantastic HND course at Farnborough College called ‘Science and Management of Health & Fitness’ which covered everything from physiology and biomechanics to the business of the fitness industry and gym management. Whilst working as a PT, I came across an opportunity to work for a company called Holmes Place, who only had three clubs at the time. A decade on and I had travelled across Europe and North America opening clubs. When Holmes Place went through a change of ownership, Star Trac – who we were buying our treadmills from – decided to go direct to the UK market, a perfect time for me to join the team. I spent 10 years with Star Trac, then worked at Power Plate before becoming MD at Matrix Fitness UK in 2017. February 2020


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Tell us more about Matrix Fitness, its mission and goal? Matrix Fitness is a commercial and retail brand of Johnson Health Tech; a family owned, Taiwanese company founded by a man with quite a story. Peter Lo came from a humble farming family but through hard work and dedication, trained to become a teacher to make a living and support his brothers. Taking his future in his own hands, one day he posted 2000 letters to companies across the US with a simple message. ‘I can do anything.’ He got a response from a company called Ivanko, with a purchase order of $200 if Peter was able to make some Weight Plates. And so, it began…. 45 years later, and Peter’s vision is still what drives our goals and mission to be the best fitness company in the world, offering the highest quality of equipment, customer service and expertise with the most profitability and the highest market share.

What sets Matrix Fitness apart from its competitors? What sets us apart is our people. We are the fastest growing commercial fitness company in the world, with the stats to back it up. No other global equipment company can show commercial compound annual growth like ours, 21% in 2018 and the growth trend has continued into 2019. This cannot be achieved without great people. I have always 20

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said I am no genius, but investing in the right people, with a ‘can do’ attitude is the best ingredient for success.

What are your biggest challenges you face in your business? The incorrect perception that we are a budget brand because we work with budget operators. A mistaken assumption! The budget sector is spending and growing at an aggressive rate, so it’s a fantastic place to be. These clubs work in a highly competitive environment, with low brand loyalty from members, so if product quality is compromised, their members will just move to another low-cost club just down the road. Supplying to this market means that we have to provide the highest level of customer service around the clock as well as the most industry leading equipment. Service and quality simply cannot be compromised in this market. Proving that we can succeed and thrive in this environment, only supports our standing with our premium and specialised performance partners.

What’s the most valuable lesson you've learned from the fitness industry? Honesty and integrity. Sometimes I do need to get off my soapbox!

What’s next for Matrix Fitness? It’s a really exciting time for us at the minute, and we have

a fantastic, and expanding, team all set on continuing our growth within the industry, supporting our key partners and maintaining a sustainable, commercial position whilst, of course, growing our market share!

In your opinion, what is the current state of the UK's fitness industry? Some sectors of the UK fitness industry have great opportunity, whilst others are facing a tough time. Since the emergence of the low-cost sector, this market has been the growth engine of the industry, joined more recently by the boutique format. Despite the industry originally forecasting that HVLP clubs wouldn’t be sustainable, recently, a report by PWC commissioned by The Gym Group, projected that the low-cost sector can support a leap from 600-1500 clubs in the next five years! These low-cost clubs bring new members to the fitness industry by offer an accessible, affordable entry point. Undoubtedly, the strength of this market will help the UK get more people, more active, more often. However, there have been winners and losers in the changing face of the UK fitness industry with mid-market gyms becoming polarised between the low-cost and the luxury-boutiques. Unfortunately, the competitive nature of the fitness industry in the UK is fast becoming a race to the bottom on price. This is not our game. Ultimately, we want to offer great customer service, product quality and user features but at a fair price. You will not be able to sustain this by winning on price alone.

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FFS - I TRAIN 3 TIMES A WEEK AND I’M STILL OVERWEIGHT COMBAT FITNESS FAILURE SYNDROME Through the Workout Tracking Network and Trainer Portal app, Matrix Connected Solutions helps the operator track the activity and performance of each individual member. The app, bespoke to your facility, offers a unique member journey for both the Fit and Focussed, and the remaining 70% of members. It’s a system that’s simple enough to engage all, retain members and impact your bottom line. To find out more contact the Matrix team on 01782 644900 or info@matrixfitness.co.uk

MATRIX_fitness failure HALF PAGE.indd 1

18/12/2019 12:29

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Your name:

Ricky Eldridge


L3 Personal Trainer

# years as a qualified PT: 1

Where you work (town/city): Southampton

Your web:


Your Facebook:

Rick Eldridge Training

Your Twitter:


Your Instagram:


How did you become a PT? After leaving the Army in 2016, I travelled around the USA. I had no training regime and didn’t particularly care about what I was eating. When I came home and I was the biggest I had ever been (107kg) I needed to make a change. I educated myself, implemented some real easy changes and managed to drop to a healthy 84kg. I then wanted to help others in a similar situation so I decided it would be a good time to qualify and reach as many people as possible!

What was your experience of the training/qualification process? I personally found it, very simple but informative. It’s the same with anything, learn the basics and you can capitalize on that through experience. It had it’s challenges when having to learn as much as you can about the human body in a short space of time, but the additional workshops I attended really helped, so if they are an option, I would recommend them! But in reality, as long as you can prove that you won’t kill

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somebody on the gym floor, you’ll be okay!

Do you (or do you intend to) specialise in a particular type of fitness? I would eventually love to go into working with young, up and coming goal keepers. I have played football as a goalkeeper all of my life so I have a real passion for it. I would also love to step into the Olympic lifting world too!

What’s it like working with gym owners? Incredible. Everyone is so friendly and super keen to hear what you have to say. It’s amazing to have a platform like this to help PTs like myself, new to the industry gain some exposure, showcase your hard work and get your name out there!

What is your opinion of CPD? If you ask me personal development is critical. As I said before, you can learn the basics but it’s what you choose to do afterwards that counts. For me, I love putting on an audiobook or a podcast and just walking. There is always something to be learnt and I also love feedback from existing clients so if something needs improving, I’m straight on it!

You spend your working hours motivating others, how do you motivate yourself? It sounds a little cliché, but my main motivation is connecting with new people and potentially helping them. I buzz off of helping others and celebrating their success and to know that I could play a part in that is motivating in itself.

What advice would you give to other PTs just starting out in the business? Besides to always smell good and keep your laptop charged,


February 2020

absorb every ounce of information you can! Some of it will be nonsense but you will soon develop a good understanding of what to discard and what to retain. Trust yourself and believe in what you can offer. Take risks and step out of your comfort zone from time to time. It’s very important to be yourself but ultimately just remember you’ll be okay.

What are the biggest challenges facing your business today? Hands down, celebrities endorsing products and quick fix diets which simply don’t work. When people have a mass following and abuse it by posting and promoting "weight loss products” it is a real poke in the eye for people who have a genuine passion for helping others and are working hard, dedicating their life to do so! I would love to see some kind of law or license put in place to when it comes to promoting or selling fat loss/weight loss products!

What significant changes have you seen within the industry over the past 3 years? I absolutely love the simplicity in fitness now. People are starting to take interest in the basics of fat loss, the basics of muscle gain and the basics of nutrition. There seems to have been a big shift lately and if you ask me it’s in the right direction. People are starting to move away from chicken and broccoli 5 times a day and now have an understanding that food actually isn’t a bad thing.

How do you engage with your clients (active and inactive)? I try to keep active on social media as much as possible, it allows people on both the inside and outside to get an insight to me, my life and how I operate. It’s a way of people getting to know me without actually knowing me! I also send out emails and have a podcast so if social media isn’t your thing, you don’t have to miss out!

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How do you promote your services?

What is your biggest success story?

Again, social media is one of the most effective and powerful tools if used correctly. I send out marketing emails and also run competitions for free giveaways, so if you’re local to Southampton, keep your eyes peeled! Also, my existing members have done an awesome job of spreading the word. When you’re delivering a service, word of mouth is so important!

A lady approached me after gaining a considerable amount of weight, which then led into struggling with PCOS and insulin resistance, I worked closely with her and helped with her nutrition and training routine. After 6 months with me she has now lost enough weight that she has been taken off blood pressure medication and is back to having regular cycles again! Plus, each person I have coached is a success in itself I am so proud of the community we have built. I have dozens of people who now trust me and are willing to listen to what I have to say. The fact that they have approached me for education and have chosen me to help them with their journey is amazing! They have committed and made a decision to change their life and I’m so proud that week in, week out they come back, give 100% and most importantly, they enjoy it!

How often do you train yourself? I try to train myself a minimum of three times a week, however, PT (at the moment) is only a part time venture. Meaning the limited time around my full-time job is exclusively for my paying clients. To me, their needs and goals are more important than mine so I make sure I prioritize them over myself!

If there was one thing you could radically change within the industry, what is it? I would love to lift the stigmas around societal norms. The pressures on people these days to look a certain way are immense. The day we can all understand that in the real world, not all men have 6 packs and that some women have cellulite and stretch marks, the better off we will be. I really feel like there is something to be said for the mental health epidemic we are facing and how forced down our throats it is to look a certain way!

Do you see yourself still working as a PT in 10 years time? Without question, I’ve found a way to make my passion an income and that’s the most incredible position to be in! I’ve always said if I didn’t have bills and a mortgage, I would do this for free! Helping people, celebrating their success and seeing them happy is the highest payment I can receive.

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New Year, Oh Dear! Online PT Felicity Rosina tells us why it’s ok to have broken your New Years resolutions. it’s under control don’t move on to the next one. I have been an online coach for just under 2 years now and with my clients, I always use the same approach, calories, steps and workouts. All of the above things are tailored to the person but that’s the basics. My clients all hold themselves accountable to me so I keep them on track, however, I will often advise that they focus on one thing first rather than trying to run at all 3 things in one go, because that’s when people ‘fall off’ the proverbial ‘wagon’. It’s like someone getting a new job, a new house and a baby all in one go. There is too much to think about and you’ll end up doing all the things half-arsed rather than full arsed. Think back to those resolutions you set for February, were you a bit over-ambitious? Did you try and do 3 things at once rather than settle one thing into your routine first? Did you go to the gym once or twice, feel a bit sore and then decide not to go back? You are not alone!

So you failed your New Years resolutions... So what? As a Personal Trainer, I see all too often the usual February rush in the gyms, the panic mode setting in as people try and make amends for what they ate and drank over Christmas. For starters, you’ll still be wearing baggy jumpers for at least the next 4 months and if you had a good time over the festive period there is no need to stress, it would be worse if you’d not enjoyed yourself for the sake of a few kgs. The longest month of the year is done now and you can press reset on your goals for February. Too often people try and do too many things at once which in turn will lead to failure, let's strip it back to basics. Make a list of the things you’d like to change about your fitness and lifestyle goals, pick the top ten things to make it a little easier. Organise them into the most important, then pick the one at the top of the list and tackle it first and until 26

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How about you start with your first resolution or goal and get really good at it if your goal is fitness, I’d suggest starting by counting your calories, then adding in your step count, I’d advise a minimum of 10k a day and then get a workout plan and introduce the gym. Most importantly don’t beat yourself up, you’re not alone, over 50% of people don’t stick to any goals past the first week so by hitting restart you’re well on your way to smashing your bod for when the summer rolls around! February is also a great time to start because you’re back in your usual work routine and there’s not usually any major social occasions until it starts getting warmer unless it’s the odd birthday here and there. The next part where people mess up is it gets to May/June, baggy jumper season is over and people start with this whole crash diet thing. Start now and you won’t have to panic, you’ll be so on top of your calories you’ll be able to have a week break on holiday and still smash your goals while you’re there!

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when people are full to the brim with fitness goals and no clear path on how to put them into practice. Sit down with your client and work out an easy goal path for them to follow and it will help both you as a coach and them to understand and simplify what usually is a big problem. If you’re the client ask your PT how they can help you with your goals and work out a timescale on how to put them into practice, don’t waste your money on an average trainer who doesn’t care about your progression! If you take anything away from reading this article I want it to be this; No goal is as hard as you have built it up to be in your head, write it down into mini achievable goals and you’ll be laughing when it gets to the summer and you’re standing there on holiday in your new bikini taking photos for the gram! Don’t sit there next December and think about how many times you failed to start something. Take a deep breath and start now, one step at a time. And remember Beyonce wasn’t built in a day! If you would like help with your goals please visit www. felicityrosina.com sign up and let me do the rest! Follow @felicityrosina

That leads me onto the next part. If you thought a February juice cleanse or some other kind of quick fix was going to work for you I’ll tell you for free, it won't. In fact, it’s probably the worst idea anyone could ever have. In the world we live in today people would rather a quick fix than a sustainable lifestyle, that might take longer to obtain at the beginning but it will last you a lifetime as opposed to a few months. Months is a little generous, people don’t drink celery juice for more than a week! Nothing that comes in a sachet of liquid form will help you change your life, it’ll just give you stomach pains and questionable toilet habits for the duration you’re using it. Be smart, if it seems to good to be true. It probably is! These days so many people want to be in shape but no one really wants to put in the effort it takes to get there. As I only coach people online it’s so important to build a connection with each and every client, everyone has different needs and some people will respond better than others. You have to be open-minded when it comes to trying new things and this is where I feel like some PTs struggle, they train every client how they would train themselves and it just doesn’t work like that, especially this time of year February 2020



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The best of The best wearables of 2020: The musthave smartwatches 1. Suunto 7 Powered by the slowly improving Wear OS, and with a host of features to appeal to the more fitness-aware, the Suunto 7 is easily one of the best wearables we've seen for 2020. It's a little chunky, and a little on the pricey side but we can forgive those small complaints because of everything else the device offers. Built-in heat maps let you see where the popular running routes are in your area, while there are 70 **different sports modes onboard – surely enough for everyone but the professional athletes out there. A heart rate sensor, GPS and an altimeter all come built-in, and the quoted 2-3 days of battery life is impressive as well. Suunto has a good track record in the health and fitness field, so we're expecting the Suunto 7 to be as good in use as it appears to be on paper. White and gold, and black and bronze, are two of five colour combinations.

2. Amazfit T-Rex Amazfit has been impressing us with its low-cost fitness trackers and smartwatches for a while now, and the Amazfit T-Rex is a continuation of the company's very good run in the wearable market. One of the more interesting specs here is a quoted 20 days of battery life, though as yet it's not clear exactly what sort of battery-saving measures you'll need to apply to eke out that much time between charges. Use it as a watch and nothing else, and it'll stretch to a barely believable 66 days on a single charge, Amazfit says. This is a rugged smartwatch too, befitting the T-Rex name,

and it meets military-level MIL-STD810G standards for toughness. GPS tech and a built-in compass are on board, so you should be able to find your way around, and the watch comes with tracking for 14 different sports modes as well as a heart rate monitor. As always with Amazfit, the pricing of the T-Rex is tempting – it'll set you back just $139.90, which works out at around £105 or AU$205. Black, white and army green are among the five colour choices you've got to pick from, and the wearable comes running Amazfit's own bespoke watch OS rather than something like Wear OS.

3. Amazfit Bip S Amazfit again, this time the Bip S (a variation on the original Amazfit Bip), which is even cheaper than the T-Rex. If you want to get a miniature computer and fitness-tracking device on your wrist for as little money as possible, then give the Amazfit a long hard look – it retails for a mere $69.90 (roughly £55 or AU$100). As you would expect, some compromises have been made to reach that price point in terms of design and materials: it's lighter and smaller than the T-Rex, but it still has GPS and a heart rate monitor on board. With the reduced dimensions and smaller screen in mind, Amazfit says the battery life of the Bip S can last even longer than the T-Rex. We're big fans of the four funky colour options, as well as the low price, and you can still track 10 different types of sports from your wrist, as well as control music on your phone and see your phone's notifications thanks to the on-board Amazfit OS. This could well be one of the best-value smartwatches we've seen yet. February 2020 29


4. Withings ScanWatch Withings has become an expert at combining traditional-looking watches with just a dash of smarts, but the newest Withings ScanWatch adds two very useful smart features indeed: the ability to detect the signs of both atrial fibrillation (via passive heart rate monitoring and ECG readings) and sleep apnea. Getting early warnings about either of those health issues can be very useful indeed, and those features alone are enough to get us interested in this smartwatch. On top of that, it has the usual array of fitness and sleep tracking features, all wrapped in a design that we find rather aesthetically pleasing (white and black watch faces are available in two sizes, 38mm and 42mm). The quoted 30 days of battery life between charges doesn't hurt either and makes a refreshing change from the single day that other smartwatches can muster. Prices for the Withings ScanWatch start at $249 / £229 / €249 / AU$479).

5. Skagen Falster 3

In a market that's crammed full of similarlooking devices, this is a welcome change, and the mid-range price makes this an even more tempting proposition – the official retail price has been set at $275 / £249 (around AU$400), with the Diesel On Fadelite going on sale in March 2020.

7. A refreshed Fossil Gen 5 and Fossil Sport Fossil was one of the biggest hardware backers of Google's Wear OS in 2019 (it also owns the Diesel and Skagen brands we've already mentioned), and with the update to its Gen 5 and slightly... erm... sportier Sport ranges that it have been launched it looks as though that's going to continue through 2020 as well.

The third-gen Skagen Falster takes what was already a very decent smartwatch and improves on it: the wearable packs in just about everything you could want from a watch like this, including NFC for mobile payments, GPS for finding your way around without a phone, heart rate monitoring and more.

Nothing inside the watches has changed, but you can now buy the Gen 5 and Sport models in a variety of new strap and body colours – the Sport now comes with a selection of jelly-like straps as options, while the Gen 5 has new two-tone casing models in the range. The updates make the Sport look more fun and the Gen 5 more stately.

It looks the part too – you can choose from metal, leather and rubber straps and the casing has a nicely rounded, refined look to it. Thanks to an onboard microphone, you can make and receive calls from your wrist via a tethered smartphone running either Android or iOS.

These Fossil watches give you a better choice than ever before – and they were already some of the best Wear OS watches you could get your hands on. The Gen 5 starts at $295 / £279 / AU$499, with the Sport its yours for a little less at $275 / £219 / AU$469.

Wear OS is on board, which gets you speedy access to Google Assistant and deep integration with apps like Google Maps and SMS messages on your phone. Google Fit, meanwhile, handles all the fitness tracking features you're likely to require. The Skagen Falster 3 can be yours for $295 / £279 (around AU$430).

6. Diesel On Fadelite You're unlikely to come across a betterlooking Wear OS smartwatch during the rest of 2020 – the Diesel On Fadelite timepiece boasts a faded, translucent strap that certainly catches the eye, while the overall design has been toned down from the rugged appearance that Diesel usually goes in for with its wearables. The watch certainly made an impression 30

on us, and once you get beyond the look of the wearable, it's still a solid piece of technology. GPS, NFC and a heart rate monitor are all on board, and the whole device is powered by the most recent Snapdragon Wear 3100 chipset, so you won't find a faster Wear OS watch anytime soon. As the wearable is Googlepowered, you can chat to the Google Assistant whenever you like.

February 2020


Cryotherapy Overview Cryotherapy, which literally means “cold therapy,” is a technique where the body is exposed to extremely cold temperatures for several minutes.

Benefits of cryotherapy

Cryotherapy can be delivered to just one area, or you can opt for whole-body cryotherapy. Localised cryotherapy can be administered in a number of ways, including through ice packs, ice massage, coolant sprays, ice baths, and even through probes administered into the tissue.

Cryotherapy can help treat migraines by cooling and numbing nerves in the neck area. One study found that applying a neck wrap containing two frozen ice packs to the carotid arteries in the neck significantly reduced migraine pain in those tested. It’s thought that this works by cooling the blood passing through intracranial vessels. The carotid arteries are close to the skin’s surface and accessible.

The theory for whole-body cryotherapy (WBC) is that by immersing the body in extremely cold air for several minutes, you could receive a number of health benefits. The individual will stand in an enclosed chamber or a small enclosure that surrounds their body but has an opening for their head at the top. The enclosure will drop to between negative 200–300°F. They’ll stay in the ultra-low temperature air for between two and four minutes. You can get benefits from just one session of cryotherapy, but it’s most effective when used regularly. Some athletes use cryotherapy twice a day. Others will go daily for 10 days and then once a month afterwards.

1. Reduces migraine symptoms

2. Numbs nerve irritation Many athletes have been using cryotherapy to treat injuries for years, and one of the reasons why is that it can numb pain. The cold can actually numb an irritated nerve. Doctors will treat the affected area with a small probe inserted into the nearby tissue. This can help treat pinched nerves or neuromas, chronic pain, or even acute injuries. 3. Helps treat mood disorders The ultra-cold temperatures in whole-body cryotherapy can cause physiological hormonal responses. This includes the release of adrenaline, noradrenaline, and endorphins. This can have a positive effect on those experiencing mood disorders like anxiety and depression. One study found that whole-body cryotherapy was actually effective in shortterm treatment for both. 4. Reduces arthritic pain Localised cryotherapy treatment isn’t the only thing that’s effective at treating serious conditions; one study found that whole-body cryotherapy significantly reduced pain in people with arthritis. They found that the treatment was well-tolerated. It also allowed for more aggressive physiotherapy and occupational therapy as a result. This ultimately made rehabilitation programs more effective. 5. May help treat low-risk tumours Targeted, localised cryotherapy can be used as a cancer treatment. In this context, it’s called “cryosurgery.” It works by freezing cancer cells and surrounding them with ice crystals. It’s currently being used to treat some low-risk tumours for certain types of cancer, including prostate cancer. 6. May help prevent dementia and Alzheimer’s disease While more research is needed to evaluate the effectiveness of this strategy, it’s theorised that whole-body cryotherapy could help prevent Alzheimer’s and other types of dementia. It’s thought that this may be an effective treatment because the anti-oxidative and anti-inflammatory effects of cryotherapy could help combat the inflammatory and oxidative stress responses that occur with Alzheimer’s. February 2020



7. Treats atopic dermatitis and other skin conditions Atopic dermatitis is a chronic inflammatory skin disease with signature symptoms of dry and itchy skin. Because cryotherapy can improve antioxidant levels in the blood and can simultaneously reduce inflammation, it makes sense that both localised and whole-body cryotherapy can help treat atopic dermatitis. Another study (in mice) examined its effect for acne, targeting the sebaceous glands.

Risks and side effects The most common side effects of any type of cryotherapy are numbness, tingling, redness, and irritation of the skin. These side effects are almost always temporary. Make an appointment with your doctor if they don’t resolve within 24 hours. You should never use cryotherapy for longer than is recommended for the method of therapy you’re using. For whole body cryotherapy, this would be more than four minutes. If you’re using an ice pack or ice bath at home, you


February 2020

should never apply ice to the area for more than 20 minutes. Wrap ice packs in a towel so you don’t damage your skin. Those with diabetes or any conditions that affect their nerves should not use cryotherapy. They may be unable to fully feel its effect, which could lead to further nerve damage.

Tips and guidelines for cryotherapy If you have any conditions you want to treat with cryotherapy, make sure you discuss them with the person assisting with or administering your treatment. It’s always a good idea to consult your doctor before using any type of therapy. If receiving whole body cryotherapy, wear dry, loose-fitting clothing. Bring socks and gloves to protect from frostbite. During therapy, move around if possible to keep your blood flowing. If you’re getting cryosurgery, your doctor will discuss specific preparations with you beforehand. This may include not eating or drinking for 12 hours beforehand


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

VENUM VINTAGE HEAVY BAG BROWN - FILLED - COWHIDE LEATHER US$ 499.99 Venum offers a product without compromise: The Vintage punching bag! It is a punching bag made from real leather that endures your hardest training sessions. A strap on the bottom prevents sagging of the punching bag. Little extra that makes the difference, Venum has added a loop that will connect your bag to the ground with an elastic (not supplied). This system, simple and ingenious, limits the swing of the bag. You can work longer combinations without having to wait for the swing back, it is particularly useful when working kicks. This bag is beautifully designed offering the vintage look with the quality of a modern punching bag! TECHNICAL FEATURES • 100% cowhide leather for strength and durability. • Diameter : 35 cm. • Filled with fabric pieces. • Fastening straps: for quieter drives. • Reinforcements on lined rivets. • Zip-top bag. • Available in 2 sizes. • Filling: Filled • Brand: Venum • SKU: VENUM-03059-035

VENUM HURRICANE PUNCHING BAG FILLED - 130 CM - BLACK/ORANGE US$ 299.99 Enter into the revolutionary Venum Neo-Fluo™ dimension with the Venum "Hurricane" punching bag. Built-in Thailand, with high-quality Skintex leather, it is specially designed to enhance your level training. Exploit your energy and unleash your fighting spirit as a savage storm. Approved by Lyoto "The Dragon" Machida - master in the art of powerful strikes - the Venum "Hurricane" punching bag is made to take hard knocks. TECHNICAL FEATURES • Material: Premium Skintex leather. • Dimensions: 130cm / 52". • Weight: 40 to 45kg sold filled. • Inner foam absorbing system to train your strike velocity. • Hard resistant nylon straps for quiet training sessions, unlike the stainless staples. • Neo-Fluo™ edition for a groundbreaking style. • Handmade in Thailand. • Punching Bag Size: 130 cm • Filling: Filled • Brand: Venum • SKU: EU-VENUM-1013 33

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VENUM FLEX FREE-STANDING PUNCHING BAGS BLACK/WHITE US$ 499.99 The Venum Freestanding bag Undisputed is the perfect tool to improve your precision and technique. Work hard thanks to the high-quality foam and the resistant semi leather coating. TECHNICAL FEATURES • Reinforced semi leather coating and thick foam layer. • High : 140 cm (bag) + 40 cm (base). • Diameter : 42 cm. • Circumference: 135 cm. • Empty flexible base (fullfill with water - until 70 kg / 152 lbs). • Punching Bag Size: 180 cm • Filling: Filled • Brand: Venum • Weight: 23.1000 • SKU: VENUM-03317-108

SPRI Dual Grip Xerball / Medicine Balls Why is better??? $39.98 - $110.54 • Dual Handles • Textured surface • PVC Construction • Firm Response

POWER ROPE RUBBER MEDICINE BALL • Power Cord • 100% Rubber • Extremely Versatile • No Sand or Water Inside Bad Points • Knot Tends To Untie The Power Rope rubber medicine ball is 100% rubber ball with a rope threaded through the centre. This makes the device a very effective tool for performing rotational & swinging type moments that focus solely on your core area. No Sand or Water inside which means it's evenly weighted a must for this kind/type of equipment.

ROTATORS SHIELD A full body workout for all abilities. The Rotators Shield is a device which combines rehabilitation and injury prevention with a fully functional workout. A stunning set-up with stand and personalised branding of the gym’s choice. The Rotators Shield intends to not only improve the user’s workout by making it more engaging and effective, but also to save space amongst the gym floor and aesthetically improve a gyms space. • Exciting branding and smooth feel. • Air pockets within the shield for a strong, reliable product. Honeycomb cover structure for extra durability. • The handles are equidistant to each other which encourages a centralised placement of the wrists. • The user can make one side of the shield heavier for rehab or general training purposes. • Weight range: 5kg – 25kg Pre-order via email: info@rotatorsshield.com or phone on 02078662198 February 2020 34


IS YOUR BUSINESS MANAGEMENT SOLUTION FIT FOR PURPOSE? Most gyms operate some functions online but not all gym owners have pushed the potential of their digital platforms to promote optimal operational efficiencies and deliver an enhanced member experience.

performance data which can be collated into easy to interpret reports, creates an opportunity to understand and react to business performance 24 hours a day.

Here, Rob Lander, Founder and CEO at Fisikal, shares ways to maximise business success using online solutions.

Business efficiencies

Most gyms manage a complex mix of employed and self-employed staff, many of whom work part-time hours and follow irregular shift patterns. Keeping tabs on who is working when is a real challenge. An online business management solution can really help.

Running a gym is not easy. Gym owners run the risk of getting bogged down in administration. Utilising an online system to store, log and track key business

A digital platform can manage staff shift patterns through the creation of an online rota. The rota can be reviewed remotely by anyone with the necessary permissions

Staff education, management, and support

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and changes can be synced automatically. This ensure everyone has real time visibility of working patterns. An online business management solution can also store a huge array of educational content, helping trainers to develop inspiring, ontrend programs and training plans. Virtual PT also means trainers can provide support to clients remotely, maintaining contact when the member is unable to attend the gym. This creates a 24-hour support environment, helping keep members focused on their training and goals even when away from the gym. There is also the option to provide online health and PARQ assessments, ensuring no documentation goes ’missing’ and important information is always available at the click of a button.

Enhanced member experience Gone are the days when a member should have to wait in a phone queue or at a crowed reception desk to make a booking. Taking your business online enables bookings to be made direct by the individual, via any smart device, which they can then view, amend and manage independently. But why stop there? Also, consider the huge plus of an online purchasing capability. Payments can be made weekly, monthly, annually or ad hoc enabling annual membership renewals, direct debit management as well as session payments for personal training, classes and complementary treatments. There is also the option to set up push notifications and automated reminders, all helping members to stay connected with your facility and fully informed 24/7.

Closing thought The benefits of maximising online business management solutions are immense. Solutions can be highly customised to suit the needs of your business.


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My advice – if your business doesn’t already have an online solution or has a solution that is underperforming, have look at what other options might be available. Some integrations could mean you are up and running in a matter of days, enjoying all the efficiencies and rewards outlined here.



The leading international trade show for fitness, wellness & health Exhibition Centre Cologne, 2 – 5 April 2020 37

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WHY INDOOR CYCLING IS SO POPULAR AND STILL A GROWING TREND The popularity of some workouts waver as consumer interests change, but indoor cycling has long since proven itself a staple fitness trend set to stay. We speak to Chris Stanton, Wattbike Master Trainer at Third Space London, about what makes indoor cycling so popular and what his predictions are for the future of this fitness trend‌.

THE SAFE KNOWN IS EVOLVING Indoor cycling has been around for a long time. It is a safe known, a familiar environment which is why at Third Space it is one of our most popular classes, especially for our new members. People generally know what they are going to get from an indoor cycling class so the intimidation barrier is lifted more so than with other classes.


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It will always be popular, and have a perception of being a less impactful way of raising heart rate then other HIIT style workouts but indoor cycling has evolved and innovated in its own way, from the immersive, gamified experiences to the quality, premium smart bike products.

DATA DRIVEN TRAINING The explosion of accurate data and instant feedback has taken indoor cycling in exciting new directions. What used to be more music and movement based, has evolved into an indoor cycling experience that harnesses data, tracks performance and utilises metrics to motivate the member. The data has become more accurate and refined, and the members and the instructors have all become more educated about how to train effectively within training zones. Instructors can use this data to become coaches,


INSTRUCTOR IMPORTANCE Technology is undoubtedly driving the innovations within the fitness industry at the moment, across all aspects of training but nothing will ever replace the need for live feedback and coaching from a human being in the room. Classes can be technology driven, or instructor driven. But the technology will always be an aid to the overall coaching of a class. We have seen at Third Space how members buy into our team, their passion and enthusiasm for fitness and their encouraging and motivation attitude and charisma. The technology is a vital additional to this, and helps the coach train the class in smarter ways, but coaches are no longer just sat spinning on a bike at the front of the room, they are working with higher levels of EQ and soft skills, ensuring that the data that is now accessible is utilised in the most effective ways to ensure the most individualised positive member experience for each and every person. www.wattbike.com http://www.wattbike.com http://www.facebook.com/wattbike http://www.twitter.com/wattbike

analysing performance and technique, in the form of the unique Pedalling Effectiveness Score found on the Wattbikes to assist individuals even within a class setting. This shift has coincided with the popularity of ‘training like an athlete’. The increased interest in training with power and cadence, and the rise of social media and the access and insight it has given us into the lives and training of our favourite athletes and sport starts had brought a whole new audience into the gym, and the indoor cycling environment. Those that are looking for a challenging, but structured workout with a hint of competition and sports conditioning.

IMMERSIVE EXPERIENCES Within a studio, the main pillar is the environment and consumers now expect an experience from their fitness. We are currently conducting research at Third Space around the psychology of colour and light sequencing in our studios. Colour is a learnt response, and we associate different colours to different emotions. The studio design, and zoning of the Wattbikes, has also proven itself a key element in the overall experience. It’s important not to disregard the key component of design. Branding an area to make it stand out as a zone can motivate members, but also direct them around your gym space, creating a flow to their individual fitness journey. February 2020




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STOP DOING INTERIOR DESIGN Practical design, my “code-speak” for interior design, might seem a curious designation in that, I, a design academic, have come to view interior design, my trade, as a fawning vocation. I cast no aspersions on the many who ply the “art”, however, I’ve come to see the “art” reduced to a predictable outsourcing of predictable design features—or specifically—design trends. Regardless of the commerce category one will find spattering’s, scattering’s and smattering’s of “like” design aesthetics across diverse interior environments. Boutique or Bespoke design, glamorized in hospitality editorial, will eek its way into every conceivable human environment: from hotels to condominiums, restaurants, nail salons, and now gyms. Though boutique or bespoke design, is in of itself a lovely aesthetic, it serves no role in developing an organic or differentiated gym brand. When gym developer’s employ boutique design in their gym branding platforms they undermine their unique marketplace positions. It’s all


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too evident when scanning the media feeds of so many bespoke gym brands; where one will find regularly repeated standardized design features. Tufted furniture’s, bespoke lighting fixtures, monochromatic white interiors or the dark smokey-woody chill night-club vibe. I mean, it’s all nice, but what does any of that design vernacular have to say about fitness—a modality of human endeavor requiring sweating, energy, exercise and movement; frankly, all that bespoke has nothing to do about fitness. The plight is no different than the muscle gym platforms be they big-box, franchises or independent gym brands. One will find a parallel universe of predictable design features, regularly repeated, predictable in their intent, to telegraph a muscle fitness environment. Green Astroturf, big-box department store lighting, black rubber floors and motivational slogans; “You Can Do It”, well yes, and everyone is. So what’s a gym developer to do? First, consider that you’re marketing and doing business in the 21st century. All of the previous design aesthetics I’ve described are design


glutted with boutique and muscle gym better sameness. How many times are you going to keep building these types of gyms? Are fitness consumers not savvy arbiters of design, good or bad? If you’re paying attention to cultural themes, you have that answer, you’ll know firsthand that the subject of design gets a lot of screen time across pictorial media platforms. So how do you as a gym developer stay ahead of the trends? Well start by not building another gym that looks like a gym with green AstroTurf. How about not looking like another hotel, restaurant of lounge. How about putting down the design magazines, the fitness magazines, and staying off of social media platforms that show gym designs? Here’s a practical gym branding approach based in theory. Respect consumer’s intelligence and raise their expectations. Make you gym design branding mission one that spurs curiosity and inquiry. Tantalize, seduce and bewitch consumers with innovative design features, materials, lighting and concepts that unhinge their gym perceptions. Bring their eyes onto your brand by being a new innovative gym concept, something they’ve not seen before. Design to Differentiate. Transcend conventions and standardizations of an industry drowning in a death spiral of gym better sameness. Find you design inspiration from Hollywood films, art, sculpture, poetry, and nature, aerospace or even meditation. Stop building gyms that look like gyms and boutique hotels, everyone is doing that.

hold-overs from the 20th century. Arnold Schwarzenegger trained in muscle gyms, and the current day versions possess a lineage of design features not far from the original. Stripes painted on the wall? Look back, look current; you’ll still find the design DNA of a paint stripe on the wall as a still flourishing genii of the muscle gym aesthetic. Back in the day, bespoke, glam lighting fixtures suspended over a gym reception desk was all the “rage”. In real time, today, glam lighting fixtures suspended over gym reception desks is the go-to-aesthetic-prop of the gym reception area. Unequivocally, the fixtures themselves, possess no relationship to a gym concept and are solely specified to elicit an air of snobbery and sophistication, i.e., (F#@* the gym brand) as long as it looks chic.

Follow Me on Instagram At: www.instagram.com/gymdesigner Email: info@cuocoblack.com Website: www.fitnesscenterdesign.com

A Different Design Strategy Concept Ideation is a recurring theme in my gym design blogging threads precisely because it’s the most powerful tool in a gym design and branding effort. Creating a gym model conceptually can help developers deliver a highly differentiated brand to fitness marketplaces. Innovative, organic to-the-brand-trademark-cues can include: architectural details, graphics, and furniture, lighting and color schemes. The add-on benefit is the distinction of differentiation. If a gym brand is a concept onto itself, a curated melody of innovative design features, one of a kind in a fitness demographic, what marketplace competitor can upstage such a player? A highly dramatic, differentiated, uber-cool gym brand, always draws consumers eyes away from competitors in fitness marketplaces. Marketplaces February 2020 43


Five reasons to get involved in indoor rowing ahead of Tokyo 2020 Sarah Moseley, British Rowing Sport Scientist (Lead Physiologist), explains the benefits offered by indoor rowing workouts – and why you should get qualified to coach The rowing machine is considered to be an excellent way of improving cardiovascular fitness and muscular endurance. Admittedly, we can be a little biased, yet there are a host of scientific reasons why more people are taking up indoor rowing as part of a weekly fitness plan.

1 – Low impact Research by Neiman et al found that three days of intense exercise elicited significantly greater levels of muscle soreness (+87%), inflammatory markers (+256%) and muscle damage markers (+130 & 404%) in running compared to cycling, which is a low impact alternative. Like cycling, indoor rowing is also a great low impact sport. Exercising on a rowing machine minimises damage to weight-bearing joints, some of which are prone to injury and soreness in other activities. This means that the majority of individuals can enjoy a rowing workout no matter their age, size, sporting history or fitness levels. While rowing is less likely to result in overuse injuries compared with weight-bearing sports, it is advisable to invest time in learning the correct technique to minimise the risk of injury.

2 – Whole body workout Indoor rowing provides excellent upper and lower body conditioning. A powerful leg drive starts every stroke – your quadriceps, hamstrings and gluteals fire up to push you along the slide. Then comes the power from the back and upper body – your abdominals and obliques activate to provide stability, assisting your torso to drive backwards. Simultaneously, your trapezius, latissimus dorsi and biceps work to pull the handle towards your body. How about that for a whole body workout?

3 – Burn those calories Data published by Harvard Medical School suggests that a 30-minute rowing machine workout can burn up to an impressive 377 calories (data based on an 84kg individual). A brisk walk burns calories at a much slower rate – less than half – meaning you would need to exercise for over an hour to expend the same amount of energy! 44

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4 – B oth strength and cardiovascular endurance training Indoor rowing promotes improvements to muscular strength and cardiovascular endurance. When your muscles are put under repeated physical stress, physiological adaptations occur to make them stronger – i.e. your muscle fibres will grow stronger and you will have an improved ability to utilise oxygen. A big advantage is that indoor rowing works both – simultaneously!

5 – You control the intensity Committing to an exercise regime can be hard, so engaging in an activity where the exercise intensity is easily controllable will help to make it more enjoyable and keep motivation levels high. With adjustable intensity built into a rowing machine, the pace is entirely up to you and is determined by the resistance of the adjustable flywheel and/or how hard you push or pull during each rowing stroke.

Get ready for Tokyo Considering all of these benefits of indoor rowing workouts, it’s no wonder that British Rowing has seen enormous interest in the sport both during and after recent Olympiads. In the immediate aftermath of London 2012 British Rowing reported 33,000 new people searching for places to row on their website, with another 30,000 doing the same after Rio 2016. To help fitness professionals capitalise on the heightened interest expected during and after Tokyo 2020, British Rowing are continuing to run a number of Go Row Indoor workshops for fitness professionals over the next six months.

At the end of this workshop, fitness professionals will be able to: • Confidently teach British Rowing technique • Include indoor rowing in a gym induction • Create an indoor rowing focused training plan for clients • Understand the full potential of the indoor rowing machine and how it can be adapted to suit any individual regardless of shape, size, age, fitness level or ability • Run indoor rowing fitness classes Upcoming Workshops • Plymouth Life Centre - 26/02/2020 -  Full details here • University of Birmingham - 01/04/2020 - Full details here • Plymouth Life Centre - 10/08/2020 - Full details here • Dates to be announced shortly for London and Manchester The workshop can be attended by any fitness professional who has completed a minimum of a Level 2 Fitness Instructor Training qualification or equivalent, including those with no previous rowing experience. It is also accredited through REPS and CIMSPA and awards all participants 5 CPD (Continuing Professional Development) points. For full details, or to book a place for yourself or your team on a workshop near you and get ready for Tokyo, search “Become a Go Row Indoor instructor” and check out the British Rowing website! February 2020 45





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The Anatomy Of Habit – part 2 Janet Thomson MSC In part one of this feature we discussed how habits allow our brains to operate at its most optimum efficiency; that process can be described as maximum output with minimal effort and is the primary goal of the human brain when it comes to day to day living. It is more efficient than the most advanced computer, which is primitive by comparison. The race to create AI (Artificial Intelligence) is man’s desire to mimic what the human brain can do instinctively. In order to replicate or imitate any process, you must understand its anatomy or architecture. As we have seen Larry squires discovered the neuroanatomy of habits through his work with Eugene Pauley, but he didn’t discover how to deliberately create and install a new habit, what happened with Eugene was organic. It was a prominent businessman, and a renowned marketing executive who first identified the process of installing a habit. This same simple three step process has been employed by just about every successful advertising campaign since and forms the basis for creating all our everyday habits, not just those that require products. When a company wants to sell you something that you buy on repeat, they have to imbed a process that makes you feel you simply must have their product, to the extent you buy it without even thinking and without considering other options. So, it was not a psychologist or a neurologist that taught us how to install habits, it was a marketing executive. In the early 1900s one of the biggest problems facing America was poor dental health, oral hygiene did not exist. To make matters worse Oreos and other sugary foods had just been invented and popularised making tooth decay the norm. It’s hard to believe now when anything other than whiter than white teeth is considered extremely unattractive, but the situation in the US was so bad and mouth decay was so common that many men could not enlist and it was therefore considered a threat to national security. Enter Claude C Hopkins. Already responsible for some of the most successful advertising campaigns of the day, including convincing millions of women that Cleopatra had used February 2020 47


Palmolive soap, despite protestations from historians, and convincing millions of men to buy Schlitz beer by saying that their bottles were cleaned with “live steam”, whilst failing to mention almost every other company did the same, he seemed to have the magic marketing formula. He was approached by a friend who wanted to enlist his professional services to promote a brand-new product; a minty frothy toothpaste called “Pepsodent”. Hopkins initially laughed at the idea and said that even he could not sell toothpaste to Americans as almost none of them ever brushed their teeth. His friend was persistent and after the offer to literally name his terms, Hopkins accepted the challenge. He knew he had to do his research, so he spent long hours in a library reading dental textbooks. He was looking for 2 things, a strong benefit to cleaning your teeth and a trigger or stimulus to generate the behaviour. He knew that the best way to sell a product is by linking it to vanity, but with toothpaste he had to go back a step further, he had to first install a behavioural element that he could then link the product to. He had to convince Americans to get into the habit of brushing their teeth every day and then sell the product. He had to tell them what they needed to do, and then provide the product to do it well. Whilst studying the texts he came across the film we know as “plaque” that can be felt when you run your tongue across uncleaned teeth; he learned that removing this would prevent tooth decay. That was the first element to identifying the reward implicit with cleaning your teeth. This was a great discovery, but the biggest driver of behaviour isn’t long term reward, its immediate reward. Hopkins genius was in creating an awareness for the need to create a new behaviour for long term gain and get an instant reward. He had to get people to notice this plaque, and he did that by getting people to run their tongue across their teeth and notice what he called a “yellow film” and notice that it not only looked bad, but caused bad breath. He then pointed out that the reward of cleaning your teeth with Pepsodent was instant, teeth looked clean and breath was fresh. By focusing on the immediate reward, the long-term benefit of preventing dental decay took care of itself. The catchy jingle “You’ll wonder where the yellow went when you brush your


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teeth with Pepsodent” was sung throughout the ad and the phrase “Pepsodent smile” became a recognised compliment. The campaign was so successful suppliers could not keep up with demand and Pepsodent became one of the best-selling products of the decade, with over 50% of the population regularly cleaning their teeth. You can watch one of the first adverts here https://www.youtube.com/watch?v=iPsoxmXjtfc Hopkins literally created or imbedded a habit for millions of people using his simple 3 step process: 1. Identify a cue – run your tongue across your teeth and see and taste the yellow film 2. Behaviour - clean your teeth with Pepsodent 3. Reward – immediately fresher breath and cleaner looking teeth. Long term less tooth decay This became known as the “Habit Loop”

The Habit Loop

Cue This is the trigger that initiates the behaviour or the physiological response. Ivan Pavlov was awarded the Nobel Prize in 1904 for his work on deliberately installing a conditioned response. Initially working with dogs, he noticed that as soon as the dogs saw the bowl for their food, they


started to produce the saliva required for digestion. (Unlike humans, dogs only produce saliva in this quantity when they are about to be fed). To see if the visual stimulus could be replicated with an auditory cue, he began to ring a bell before feeding them, and found that within a few weeks on hearing the bell even without being given food, they still produced the saliva necessary for digestion. Many emotional eaters are responding to a cue. Imagine every night you are in the habit of having a hot chocolate drink and watching the 10 O’clock news before going to bed; you would find that even if you played the music for News at 10 at 12 noon you would still get a string desire for hot chocolate. If as a child you were given a biscuit every time you got upset or had a fall, you are likely to reach for something sweet whenever you are upset as an adult. Even time of day can become a conditioned response or cue, if you are in the habit of having a snack at 11 am every morning, even if the snack itself varies, the desire for something to eat will occur whether you are hungry or not. Put simply your brain loves patterns, and all patterns must have a start point or trigger, and in the habit loop that is known as the cue. Behaviour - this is whatever you do in response to the cue. It may be to eat or drink, or it may even be an emotional state that you experience whenever you see a certain person. It may be to smoke, or maybe even to do nothing, as doing no-thing is in fact a behaviour. I have a friend who only ever reads “trashy” magazines when on a plane, the rest of the time she avoids them, but is often heard to say she needs her celebrity “fix” whenever she gets on a plane, when the resto of the time she is not interested in whose been seen wearing what. Reward – there must be a practical immediate reward to completing the behaviour, even if the long-term reward is known to be negative. An example of this would be smoking; a smoker may light a cigarette whenever he or she is under stress, and because they believe it will relieve stress, it does (the placebo effect) even if they know that longer term it will compromise their health. The “in the moment” reward is enough to delete the long-term consequences. The same can be said of emotional eating. Even self-harming becomes a habit because there’s a split second of feeling rewarded, despite the physical pain.

Don’t break it - change it If you try and break a habit, you will struggle as they have a powerful neurological role to play in everyday life. Your brain loves your habits as they allow you to operate with minimal processing. You may be able to override the desire (response to a cue) short term, (some people call this will power) especially if life is going well and you are not stressed, but if there’s no reward or even worse you find not satisfying the desire difficult or painful you just don’t have the brain power to resist. This is because when we are stressed the prefrontal cortex is deactivated and we operate on automatic pilot, which is an element of fight or flight. Your brain decides this is not a time to try new behaviours it’s a time to stick to what you know, as your survival may depend on it. Another option is to eliminate exposure to the cue. If you catch the train to work and are in the habit of buying chocolate every day to eat on the train, and then decide to walk to work, chances are you will not get the desire for chocolate. However, you will probably find that if you catch a train at any other time the associated craving will be there. It’s easy to say I am not going to buy biscuits anymore, as the cue of putting the kettle on and reaching for a biscuit can’t be satisfied if you don’t have access to biscuits. However it’s unlikely that you will go through life never seeing a biscuit again so if someone offers you one when you are out or you see them at the counter when buying a coffee, you are likely to buy one “without thinking”. The best approach is not to think about breaking the habit, but to change the habit. That means generating a different response to the cue. That means you don’t have to be afraid of being in any situation, as you have a new response to the old trigger. There are many ways to do this, using visualisation, hypnosis, along with a range of other psychological techniques such as collapsing the emotion attached to the anchor can result in a different behaviour choice, BUT, the change will only become installed if the new behaviour generates a reward that is at least as strong as the initial reward. This is key. Here’s a real-life example; A lady came to the clinic for help losing weight; she was getting married and struggling to lose the last few pounds to get into her dream wedding dress. She said she couldn’t February 2020 49


walk past the vending machine at work without buying and eating one or two peperami. There were actually two cues for this habit, the first was visual as she had to walk past the machine to get to the bathroom, and the second was linked to time of day; by mid-afternoon she felt she deserved the (perceived) treat of the peperami having worked so hard, so she went and got one even if she had already had one earlier in the day. She said, “Come mid- afternoon it literally calls out to me”. This is a very auditory response (discussed in an earlier article on communication) so it needed to an auditory technique to change it. To put it simply when it comes to change work, the same key that locked the door needs to be used to unlock it. I asked her to stand up and walk past me and imagine I was the peperami in the vending machine. If you have seen the TV adverts you know they are given a face, arms and legs and they run around waving their arms shouting “Eat me eat me if you dare”

the bath whenever you feel stressed, or call and chat to a friend if you are at home bored and would normally snack or open a bottle of wine. This is not bad advice, but its hard to do because the rewards of the conditioned response are well established. If you are at work and when your stressed you go outside to smoke, the option of a soak in the bath is just not there. A more effective approach is to reframe the response, change the association and choose an alternative response to the cue that can be done in seconds, anytime, anywhere and that generates an immediate internal emotional reward. This is why so many smokers end up gaining weight, if the cigarettes are not an option, they seek the same physical reward of putting something into their mouth to calm them down, and eating is the obvious choice. If you are going to change the behaviour in response to the cue, make sure the new behaviour is positive and elicits a genuine emotional in the moment reward.

. As she walked past me I started waving my arms and with my best peperami impression shouted at her “Come over here you f** slob I am going to ruin all of your wedding photos” at which point she nearly jumped out of her skin! I asked her what her response would be if that’s what it shouted out instead of “eat me” and of course she laughed and said I would tell it to **** off! So, we repeated the exercise with her doing just that, I jumped up and down shouting I was going to ruin her wedding pics for ever and she loudly telling me to **** off. Within a few minutes she was laughing so much at the thought of eating a peperami. The next day she phoned me delighted saying that she walked up to the machine looked at the peperami and flicked two fingers and said, “You are not coming to my wedding!” she then went onto say “I never realised how empowering not eating it would feel” and at that point I knew she had associated more reward with not eating it than eating it. When I spoke to her several years later at a workshop, she said she had still not ever wanted or eaten one. She had literally made it a habit to walk past the vending machine without buying anything, and eventually the machine was no longer a cue to snack.

The compound effects of your habits are directly responsible for exactly where you are in your life now, physically, emotionally professionally and personally. All your relationships have/are succeeded or failed based on your habits. In his great book “The Honeymoon Effect” Bruce Lipton talks about the behaviours that you are attracted to in a person when you first meet. If you initially compliment them, are courteous and encouraging it’s easy to form a strong emotional connection. But if those behaviours don’t become lifelong habits, and after a time they stop and are replaced with mundane responses, it’s not that you fall out of love, its that you stopped doing the things that generated the love.

When looking to change a habit such as emotional eating or drinking, traditional advice might be to have a soak in

Janet Thomson www.theplacebodiet.co.uk


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Put simply there is not one area of your life that the compound effects of your habits does not influence. They define you. The good news is, once you identify the ones that are not serving your life’s purpose or goals, you can change them. It might not be easy, it will feel different, even uncomfortable, but you have a choice. If you decide to change your habits, you can change your life.

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Are you experienced? By Guy Griffiths, Author of Stick Around (strategies to keep your gym members motivated) Since the advent of low-cost clubs, it has become customary to ask new joiners if they are experienced. Aside from building rapport, a big factor for this question is to see if the member needs a welcome session (induction). Whether the member is joining online or in-club, you might think it removes a barrier to joining, but it puts lot of new members at risk! You know from all the research that members stay longer if they have a welcome session. Yet lots of clubs look for excuses not to deliver one. If you want to get your members to stick around longer, you need to eliminate these excuses, and sell the welcome session to as many members as possible. Let's translate a couple of objections: They say: I had an induction before… They mean: …and it was a terrible experience! You say: Tell me about it, and I’ll tell you what our members think of our welcome session. They say: I know what I'm doing… They mean: I’ve got no idea what I’m doing You say: We don’t want to tell you what to do, we just want to learn more about your goals and help you get results because then you’ll stay longer. Nuffield Health’s research on member experience in 2018 showed that over half (55%) of Brits at the gym don’t know what they’re doing. What’s more, nearly half (46%) have no specific goal in mind, and of those who do, three quarters (74%) have no deadline for achieving those goals. Click here to read the article. 52

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Feedback loop The two big problems with the ‘Induction’ are that members don’t want to have it, and gym staff worry that it’s not valued. Changing the name from an Induction helps a little (try Welcome Session, First Appointment, Step 1, etc). But getting feedback from members who’ve had a welcome session can be a bigger boost. The feedback will generally be very positive and can help to show staff and new joiners how valuable the session is. Collect real member comments and publish them internally and externally to help to sell the welcome session to more new members.

Measure retention Showing the effect of the welcome session can also help. If you log welcome appointments in your front of house system, you can look at average length of membership or monthly cancellations and compare members who had a welcome session with those who did not. Every site is different, but our most recent case study shows members with a welcome session are 22% more likely to stay for 12 months than those who had no onboarding appointment.

I’ve been a member here before Some previous members may have had a welcome session before, but it’s hard to prove if, or when they did. So, it’s always worth recommending that they have one now. The experience today should be much better than it was 5 or 10 years ago, lots will have changed in your club, and the member’s goals will be different too.

Follow-up with all members Ask every member who has a welcome session for feedback. But also offer every member who turns it down another opportunity to book the appointment. This could be an automated email, or part of the 7-day courtesy call. Not many will change their mind, but a few will, and you’ll improve your retention as a result. Second chances do work in this case.

“The rest were ex-members” A multi-site trust focused on improving welcome session uptake in 2018, and reported 80% of new joiners booking the appointment. They claimed they couldn’t improve on this percentage, because 20% of joiners were ex-members. We pointed out that these members had experience of leaving, and unless there was a record of them having had a welcome session in the previous year, they were missing out. In fact, booking most of these ex-members in for a welcome session would reap even bigger benefits for the club as they would stay longer this time. Lesson: find a group of members who don’t have inductions, and think about why they are missing out.

Sell the benefits Use your genuine member feedback and stats to help sell the welcome session. Take those quotes, and the effect measures to show why it is best (or mandatory) for every new member to have a welcome session. It’s not about health and safety! Finally, you need to ensure your welcome sessions, first appointments, or whatever you call them are a great experience for the new member. Not only do they ensure your new members make at least one visit, they need to ensure that they keep coming back. Ask about their previous experience to start to build rapport, but then keep listening to the new member throughout their first session, and you’ll have a much better chance of hanging on to them. Guy Griffiths is a coach to independent gym owners, and a member retention specialist. His mission is to help more people to be fitter and healthier by turning clubs into highly successful businesses with super loyal members. Guy’s book Stick Around (strategies to keep your gym members motivated) has 4.9 stars on Amazon, and his next Retention Bootcamp is on 27 Feb. Find out more at ggfit.com/events February 2020 53


Gym Owners Risk Assessment The USA carried out a survey and more than 50,000 people are treated with injuries from sports, a general workout, and recreation. As a business owner and employer, you need to carry out a risk assessment at your gym. By carrying out a risk assessment, it can help you to address any hazards and put procedures in place that protect both your clients and staff. With a complete understanding of any potential risks, you can make your gym environment as safe as possible.

Hazards what are they? Here's a quick insight to Identify some of those Hazards The first step in carrying out a risk assessment is to walk around the facilities and identify the hazards. Thoroughly inspect all of your equipment and machinery. Make sure you also check the locker rooms, staff facilities, and any office space in the building. As gyms are often open to non-members who may want to look around facilities before committing to a gym membership, you need to take the right steps to protect everyone.


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Evaluate the Risks Once you have identified all of your hazards, you can evaluate the risk that each pose. Determine which hazard could harm who and how. Some groups of people may be more susceptible to injury from a workout such as the elderly. Prioritise your hazards by how great the risk is. Start with the danger that poses a high risk. Implement controls and procedures that isolate or at least reduce the risk to an acceptable level. For example, you could put warning signs and instructions on gym equipment, supervise the gym floor, train staff effectively, and remove tripping hazards. The measures you put in place should cover what happens in the case of an emergency, including where the first aid kit is located and who is trained to deliver medical help. Always document your finding, and email those that need to be informed. That way you can keep a paper trail. Record all your findings and the control measures you have put in place to reduce or eliminate the risk of injury. Periodically review the risk assessment and make sure the standards and processes you have are still effective. Any changes in technology, equipment, or facility updates will


to experience a cable snapping whilst training, I have and it's a no-no for any gym member to experience. Also loose weights, signs of damage and any sharp edges that could result in an injury. As well as the gym equipment, also be on the lookout for fixtures and storage units that could be damaged and therefore, weakened. Ensure that the temperature of the gym is set right, if it’s too hot your clients could become fatigued much quicker than they would normally. 2. Training Programmes for your client's / members. Understand what they would like to achieve It’s your responsibility to train your clients to use the equipment correctly. If new members don’t go through a proper and informative induction program, they may use a piece of equipment incorrectly. Create an onboarding program that will be delivered to all new members. This will help them get the most out of their membership and exercise safely. Rules of the gym the do's and don't's. • Health and hygiene information • Tour of the gym • Stretching exercises • How to use the equipment correctly • Wearing the correct gym wear • Respect other gym members • Gym etiquette (wipe machines after use, put equipment back, lower equipment slowly) • Fitness assessment and exercise program Even if you require your members to sign an agreement waiver that releases you from any claims, you still need to protect against potential injury. No matter how tight your legal contract is, you may still be liable if your client injures themselves while using your equipment. 3. Health and Safety Training require you to carry out a new risk assessment. If you have any near misses or serious incidents, push to review your safety practices and re-evaluate hazards and measures.

8 Safety Tips to help not only you but keeping your members and staff safe at all times:

Employees must be provided with adequate health and safety training. This gives them the knowledge to keep clients and colleagues as safe as possible. For your staff to carry out their duties safely, they need to be fully trained before they step onto the gym floor. It is your responsibility to give your employees proper training. As well as health and safety training, other considerations are first aid training and fitness training.

When an incident occurs on your premises, it can leave you open to an insurance claim. As well as fire and burglary, accidents or injuries are the most common types of incidents that can take place. There are a number of steps you can take to prevent common accidents and ensure the safety of your clients.

Your staff should have a comprehensive knowledge of how to use all of the gym equipment safely and effectively. This training will help them advise members on how to use the equipment correctly and stop any harmful actions as it happens, helping to prevent possible injury.

1. Maintain Your Gym Equipment On A Daily Basis


Poorly-maintained gym equipment, free weights, machinery, and infrastructure could pose a high risk and lead to serious injury if left unchecked. Therefore, you and your gym staff must carry out regular checks on the equipment. Make sure it’s all serviced regularly with detailed records. Regularly check the gym layout to ensure members have enough space to workout safely.

When it comes to incidents, CCTV can be beneficial. If the incident is recorded and footage saved, you can then refer back to it at a later date. This may help to prove that you did everything to prevent the accident or even pinpoint an area that you need to improve on.

When it comes to equipment, look out for loose cables, be it on the floor or within the equipment itself as no one would like

4. Security Is Paramount for your Staff and Your

CCTV is handy but so is knowing exactly where your members are and who is in the building. If there were a fire or a similar problem, you would need to know this information quickly to save lives. Most modern gyms have February 2020 55


a type of card system which allows members to swipe in and out of the facility. Have a policy of requiring members to be photographed when they first arrive, allowing you to identify them quickly when they visit. 5. Qualifications and Insurance Ensure that any personal trainers you either hire or work from your gym hold the right credentials and are fully qualified. Your trainers will be advising and directing clients so need to be fully trained to do this safely and effectively. Whether you hire an already qualified personal trainer, use a self-employed trainer, or provide training, make sure an official body recognises them. Self-employed PTs in your gym will also need to have their own insurance which fully covers them for any potential accidents and injuries. Even though trainers will need to have their own insurance, you still need to put measures and processes in place that protect clients and guests. If an accident occurred due to faulty gym equipment during a PT session, the business owner would still be liable. As well as making sure your PTs are covered, you also need to have the right insurance in place for your gym. Due to people performing strenuous tasks, a gym naturally presents a higher risk of accidents. There are several exclusions and risk categories when it comes to gym insurance. The cost to insure a gym can vary massively depending on the size of the gym and how comprehensive the cover is. Don't forget it's your responsibility to check out who your employees are and if they have the correct qualifications and insurance. 6. Technique This part is heavily influenced by your staff and your onboarding program. An easy way to hurt yourself is by performing an exercise wrong or using gym equipment incorrectly. If you don’t lift weights with the right form, you could hurt your back. How you exercise is critical for not only seeing results but for avoiding injury. By training staff in good form, technique and how to use all the equipment properly they can then advise gym members. If you have a bad posture and incorrect form on the treadmill, eventually you can overuse the wrong body parts, resulting in injury. As part of your onboarding program, new members should be instructed on how to use equipment as well as the technique they need to use for it. If your gym focuses a lot on weight training, you should spend time with each new member to make sure they fully understand how to use weights safely to prevent injury. If you notice that members are struggling to nail the right form, then it would be great to recommend personal training services. 7. Keep it Clean It may sound like an obvious one but you need to implement a proper cleaning regime. In a survey of 3,000 gym goers compiled by Nuffield Health, they found that almost half of people admitted to secretly using a towel, toiletry or drink that wasn’t theirs. A further 74% of people said they saw another member commit a crime against hygiene like not wiping down the equipment after use or leaving a dirty item of clothing behind. 85% wear the same gym wear for a week. We are here to get fit and healthy not to end up sick. 56

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Your members head to your gym to sweat it out so you need to make sure everything is kept clean. With areas like changing rooms, showers and gym equipment in general, cleaning is part of the daily routine. Your members don’t expect the changing rooms to be dirty or to be sliding around on sweaty gym equipment. A clean and hygienic environment is a must. Spillages and dirt could not only result in a potential injury but you might lose some members. Case studies have shown that gym equipment carries more deadly diseases than a toilet seat. I've seen so many gym owners and staff just sitting on their backsides chatting away when they should be engaging with your members too keep busy. Standing there idol means one thing you have the wrong staff. Walk the floor check that the equipment is clean and tidy and tidy gym is a clean gym and a clean gym = Happy Members 8. Supervision Inductions I don't particularly like using that word. I would rather sit down on a one to one basis to let members know the basics and how to use equipment safely. Going through each of the individual elements of each type of equipment that you have and how it works is a much more informative and personal way but, you shouldn’t just stop there. Users can easily forget some of the information you told them or move onto using bigger equipment and need a refresher. It’s important to have staff on hand. They can keep on eye on the gym floor and step in when needed. For certain exercises, it’s advised that members have a spotter. This may be a staff member or another gym member. Reducing the risk of injury is essential and by ensuring there’s supervision on the gym floor, you can help to prevent any incidents.

Summarise Gyms can help to improve people’s health, fitness, and overall wellbeing. However, it’s essential to take the health and safety of your members, guests, and staff seriously and put the right measures and procedures in place. Help your users get the most out of their experience in a safe and effective manner, after all, You Do Want To Keep Your Members Happy. A Happy Gym is where I want to be and don't forget I'm paying for the experience.


Sales Mastery Part IV Daniel Nyiri, founder of 4U Fitness

“If you want to be successful in a particular field, perseverance is one of the key qualities” – George Lucas In the last article, you have learned how to sell SOLUTIONS instead of your services. I showed you how to find out their WHY to able to sell them on the solution. I have also warned you only to use this on people that you can truly help! You see, after all these articles, you will acquire a fantastic new skill. However, it is in your hand to use it for good or bad. It’s like a Jedi. There are ones who use it for good, and there are ones who use it for the bad. It is in your hands. I hope you will only use these Jedi skills to influence the person who needs your help the most and not use these skills for your personal and financial gains. In this article, I am going to give you eight more tools. Use them wisely. 

Power of Emotion Let them tell their story and ask the right questions to understand their goals truly and THEN, TELL OUR STORY. Now. Be careful, because, HOW you tell the story is very important! Two people can tell the same story, yet a client may sign with one and not the other. How would the conversion occur? By telling the story in an engaging manner that is pulling them in and easy to understand!  February 2020



That last point is key- the story must be told as if the audience is a 3rd grader! If you use big words, yes, you might sound like you’re brilliant, but you’ll likely lose the client along the way.   When someone asks, “What is EMS?” The worst thing to do would be getting into the technical parts of the workout and talk about P-width or Hz. Instead, you can be creative “It feels like having the energy of 20-body builders inside your body for 20 minutes!” or “It just feels like the gravity of the earth is pushing you down and you’re trying to fight and push against it!” or “It’s as if someone is in direct contact with your muscles, giving you a constant, deep tissue massage! Pulses on pulses on pulses!”  Create emotions with stories and examples. If you’re a Consultation Specialist, then you have had enough experience with EMS to share some of your client’s results. One of our leads came into 4U Fitness with a goal, “I want to lose 20 lbs before my wedding in 3 months.” And our consultation specialist was sceptical because that is an aggressive goal, but she kept the energy up and encouraged her client all the way through. Three months later, the client was down 22 lbs (down 5.3% body fat, 19 inches) and had to have her wedding dress taken in 4 times! She had two bachelorette parties and a week-long vacation to attend to in those three months! It’s all about consistency and commitment; anyone can do it if they give their maximum effort. Share a success story like that, and you’re guaranteed to make a believer out of this consult. However, not everyone is going to bite. You need credibility to the story. So what better is then just sharing the story is finishing it up with the client's name. Yeah, Susan has made this fantastic journey to have the most beautiful day of her life successful, and here is a picture of Susan before the wedding, and here is another in her wedding dress. Now tell me if this doesn’t make you happy?  The best part is I am going to add you to our Facebook group as soon as you sign up so you can personally meet Susan and ask her all the questions you may have since you are on a Journey that she has successfully completed.  All you have to do is paint the perfect picture in their mind and plant the idea in their mind that we are the car that takes them to that perfect picture. She has to able to see that without us saying we will get you to the dream in your mind.

External Influences: Focus on a warm tone of voice, positive body language and common or professional words “In communication, a speaker’s words are only a fraction of his efforts. The pitch and tone of his voice, the speed and rhythm of the spoken word, and the pauses between those words may express More than what is being communicated by words alone. Further, his gestures, posture, pose, and expressions usually convey a variety of subtle signals. Prof. Albert Mehrabian of the University of California in Los Angeles conducted studies which suggested that we overwhelmingly deduce our feelings, attitudes, and beliefs 58

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about what someone says not by the actual words spoken, but by the speaker’s body language and tone of voice. In fact, Prof. Mehrabian quantified this tendency: words, tone of voice, and body language respectively account for 7%, 38%, and 55% of personal communication.” http:// www.rightattitudes.com/2008/10/04/7-38-55-rulepersonal-communication/  It takes 30 sec in a person’s mind for them to decide if they like you or not. Their brain tries to pick up something in you that they can relate to and like you for. Some techniques you can use to ensure you don’t “rub them the wrong way” and ensure that you build some sort of rapport and relationship with them include adjusting your tone, body language, and word use to mirror theirs. 

Copy & Reflect Words In studies where one party gave customer service using positive reinforcement vs. the other party mirroring words of the customers, the latter received significantly more positive results than the former! If a client comes in and has a phrase they tend to use just on the sly, if you ever were to use that phrase during a conversation with them in return, they would completely relate to you and think that you understand them! Of course, you don’t want to overdo anything, so be aware of when the best time to use mirroring would be. 

Reflect the Client’s background with word relations For example, if your client is an accountant that is always working with numbers, find a way to add that into your conversations or workout encouragement to them. It might sound crazy, but they genuinely build a connection with you because they simply see a reflection of themselves within you! Ex: I’m counting on you here; don’t give up on me. We only have ten more reps to go! Or if your client is in the military, “Come on all guns blazing; we are going to drill this routine!” And for our company, especially nurturing words for mothers. If you have a potential client who is a new mother, your conversation can go as follows. “Let me tell you how I work with my clients: I take a more caring approach, and I only use effective exercise routines that are Specifically tailored to help nurture my client's goals. Gyms can be intimidating when you start, so I am pleased you contacted me because I hold all my client's hand until they feel like the gym is becoming their new home.” Do you see how all the italicized words are ones that they can relate to?  It’s so crazy it just might work!

Using well-balanced, sensory words Sensory words are descriptive—they describe how we experience the world: how we smell, see, hear, feel, or taste something. The key to using these during your sales conversation is to use them in balance. This is because every person is different, and some words and senses are more attractive than others, depending on the person. When people say “I hear what you’re saying” or “I see what you mean” or “I feel like I’m not losing weight,” these are


direct sensory words. But you can use even more specific terms to appeal stronger to a person. In business emails: Without sensory words: Unfortunately, I’m currently too busy to take on a new client. With sensory words: Unfortunately, my schedule is jam-packed; and I’m unable to squeeze in new clients.

it took to get the results with before and after pictures and their honest personal story. And even better, you can ask them yourself, “can we add you to our private Facebook group where you could talk to people who have already gone through the journey that you are about to start? Because I understand coming from me, it’s different than you hear from real people who have gone through it first hand!” And this will show your consult that you are trustworthy and credible and know what you are doing!

In product descriptions:


Without sensory words:

Nobody trusts a salesperson without a plan… Until then, it’s just words. You’ve got to put it on paper, and you’ve got to show them you have a clear plan for them. This is the last part before you can ask for that big check. Since you have established trust and you have become their trusted guide like Gandalf.

These protein bars are made from the best ingredients. With sensory words: Our protein bars are sweet and yet all-natural with wholesome ingredients. Healthily satisfy that sweet tooth!

Copy & Reflect Tone of Voice When it comes to selling, your voice can be your most powerful tool. Create your tone of voice to create the appropriate feeling for your soon-to-be client. Match your consultation voice to what they are bringing to the table. If they have a strong pitch, you have to match it up, or you won’t gain their trust. If you speak quietly and just agree with whatever they say, they won’t trust you. You have to lead. Even on the other side: if someone approaches you and is very soft-spoken and you reply in a hard bench press voice, that person won’t be signing up. They’ll likely be intimidated by you! The reverse is also true. 

Copy & Reflect Physiology

The primary way to overcome a lack of trust outside the above points is our ACTION PLAN FOR THEM! The Client Plan for Success is their action plan with us with their goals and what we are going to go after-it must be in writing! They trust what you write! When it's in writing, it's like a contract, and it makes it all that much more real, otherwise no one cares or believes it, when you put it on the paper, WOW! That's a different story! Use our brochures at the very minimum! POINT OUT our RESULTS. Use your resources and DIRECT THEM TO SOCIAL MEDIA and our WEBSITE TO CONNECT AND SEE MORE. You can even pull up FB or Yelp to show reviews! The bottom line is the uninformed client can not make a decision and can not see the price value, so you must show it to them. In the next article, I am going to give you the Closers Formula! 

Physically speaking, you also want to mirror their actions. Most people do this without even realizing (ex: yawning, you do it when someone else does). But for example, if their legs are somehow crossed, do the same with yours. If they’re leaning forward or back, you do the same. If their hand is in their pocket, put yours in your pocket! You won’t realize it, but your client will immediately begin to feel at ease with you. 

USE CREDIBILITY When a client doesn’t trust, you can use all the greatest closing lines in history and still will have no effect. There is a time where you can drop some creditability bombs. Like 1500 5 star reviews, features, results etc.… You just don’t want to sound like a jerk who is full of himself. This is the time when you bring in our credibility of features like the Generation Iron 2 with Arnold was in theaters and now available on Netflix! We were featured on “The Doctors” TV Show, where they said we are the next big thing in the fitness industry! We even have proof and research with USF and will have future research with NASA to further show the amazing things our technology can do.  And on top of that, you can pull out their phone and direct them to our results page and tell them that they can see people just like them and know the exact amount of sessions February 2020 59


Going B I G or going b u s t ? Taz Dunstan from XL Personal Training Business is a battlefield of risks, rewards and at times, ruins. When do you know when to hold, go bold or fold? Backing yourself can be terrifying in any capacity, especially as a business owner when your livelihood is on the line. I have built my business focusing on growth, contribution and success. That last point is an interesting one because it varies for everyone and it is the primary motivator to keep driving to make the business work. How you determine your success as a business owner is entirely up to you. Traditionally, success has been associated with money as in, the greater the financial gain the more “successful” your business. This is not always a true indication of your businesses’ success depending on what stage of your business you are in and what you are building towards. [Your personal success with regards to your business is another matter altogether- knowing how you measure your success beyond the bank balance is highly recommended.] I firmly believe far greater success in the industry of health and fitness for Gym Owners can be measured by the brand you build, the empire of loyal following you attract, the team you grow and the possibilities you provide to help others be and do more while continuing to grow yourself as a business owner/ lifestyle engineer. Fact: When you start in business you have to invest. Whether this is under a franchise or an independent venture. This investment (money out) is the “red zone” where your business is running at a loss. Technically, in traditional business terms, this is referred to as a “failure”. This is an uncomfortable place to be because here your primary focus is to get back in black or break even with your investment. There is a sense of urgency to establish a quick cash flow (memberships and visits to the club) to generate revenue so you can prove to yourself [ and possibly some doubters] that you have a viable business. Not “successful”, not even “profitable”. . . but viable. Getting from these two stages can take time, don’t necessarily rush. For me starting up as a small business at first, my investment was modest $8000 AUS between 2013-2014. I could have flogged a streamline process and broken even within the first 6 months but I didn’t. Instead, I wanted to build more so I reinvested. As money came in I split it into areas to continue to grow the business. 60

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I was looking to achieve my own personal success which involved inspiring my two children, my friends, family, my clients and me to challenge ourselves and believe in our ability to achieve anything that we had worked for. I believe that I achieved this, as much for myself as anyone else. Did I end up losing money and having to take time to recover from those losses? Yes. But do I think that was a “bad business decision”? No. [My accountant disagrees.] Had I not taken a leap of faith I would constantly wonder “what if?” and for me, that would be more damaging and timeconsuming than any financial blow to recover from. How you respond to adversity is paramount to your survival. Being confronted by loss will make or break you. Risk assessment and contingency plans are what hold businesses and business owners together when disasters strike. The three best attributes I advocate for business owners to equip themselves with are resilience, adaptability and an awareness of their capabilities. That last one requires ruthless honesty. When you have a set-back, you are faced with a serious question… do you pursue the same challenge or pivot? This is the Apex. Both equally terrifying options for different reasons. In this instance, I didn’t keep pursuing the same avenue, I pivoted. I reviewed my business model and I took it into a completely different direction which has expanded my client base to people with special needs, children and youth at risk. • Self-development, upskilling in specialities •B  usiness development- enrolling and completing business courses, new online platforms •E  quipment and merchandise to continue to offer more services and better products

Gym Owners, know your strengths, know your weaknesses better and remember that it’s okay to take steps back in business as long as you are able to adapt and recover. Don’t panic when you’re in the red, it’s part of the process. One of the pearls of wisdom my dad imparted me since I was a child is not to be afraid to fail: “Every “fail” is one fail closer to a pass.”

•E  xhibiting at events to promote the business and my brand Every single one of these investments was a risk. That’s what investments are, a gamble, hopefully, calculated to some degree but without any guarantee. Whatever stage of your business you are in, you have to be able to back yourself and, wear the costs if it doesn’t pan out. For me, the opportunity to achieve my goals as a business owner always outweighs the fear of failure, so I am all in. In my first year of business as a small business owner from 2014-2015, I grossed roughly $17,000AUS, of that I reinvested $12,000AUS and took out a loan to get a further $10,000AUS. By 2016-2017 I had set up a constant income stream and after my expenses, including wages, travel and upskilling I had cleared $44,000AUS. When you get to this stage of business when you are “making it” another decision needs to be made: to hold (sit tight and plateau) or be bold (and expand). I could have banked it. I could have sat back and got comfortable with my lifestyle and paid a decent chunk of it to the taxman or. . . I could reinvest. I chose to reinvest and this time I put down approximately $30,000 into the highest mountain I had ever climbed. Mt Aconcagua in Argentina. This was a major gamble both for me personally as an athlete and professionally as a business owner. On 1st February 2018, I submitted Mt Aconcagua. Did the climb “pay off” for me financially? No. But, that is not why I did it. I wasn’t chasing a financial gain on that climb, February 2020



Resisting Rehabilitation could damage your Gym Floor How to avoid a Business Injury for a Gym Owner Matt Gleed, Senior Master Trainer and Education Specialist Injury is part of life, regardless of whether you are a seasoned athlete or a beginner to fitness so Physiotherapy, Sports Therapy and knowledge of rehabilitation techniques should be embraced and worked into a gym environment. It ensures members are retained, they remain engaged with the club and additional income could come from room rental if you are hiring an expert to work from your site. I believe in offering a whole fitness package if possible, offering as many services that complement each other and keep the members fit, returning regularly and spending money in your gym the better. Offering workshops with focuses on specific areas of training or fitness eg running gate analysis, nutrition or rehabilitation exercises on a regular basis is a great way to motivate members, build a community and demonstrate the broader expertise your club has to offer. You will also be able to engage with local experts in relevant fields who can support you in the future. How a new Personal Trainer should start the road to recovery. During your early months in business, keep educating yourself with Continuous Professional Development (CPD) 62

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courses. This is vital as your entry qualifications to the industry will simply not be good enough for you to have a long-lasting, successful career. You should strive to learn more to support more clients and the range of courses now offer great depth into areas that you might like to specialise in. These might be Pre/Post Natal, Nutritional, Group Exercise or Injury/Biomechanics. Everyone wants to be making a profit within the first month, but this isn’t always the case with initial outgoing such as education courses, marketing, equipment and rent. So, be sure to set up your business with a plan, and this includes looking at finances. Financial data on which you want to be charging per sessions, with a view on what the average in the area is. Think about what your financial costs and goals are compared with the number of sessions you want to run per day, month and year. What would happen if you had a few client's who all stop training because of an injury? Would your skillset have enough depth to work with the clients during that time, or even after as part of the recovery? Getting on a course to learn more about the body and how it works will be some of the best knowledge you learn. Learn how to tape, do gait analysis or sports massage. It's important to ensure you minimise the reasons why clients cancel training sessions.


Keep up your Resistance in February with this Band Workout

Back Lunges

Using bands as a form of resistance training remains a growing trend, partly because of how portable, affordable and effective they are. You can get a full-body workout in at home, on the go or abroad – and can replicate gym workouts with a pocket-sized piece of equipment.

Try these 5 exercises for 30 seconds of work in a circuit x4 and you will have a great 20min workout Bear Crawls

Facing towards the anchoring. Start with the band anchored at hip height and band secured around hips, take a large step backwards maintaining a straight spine, lower the back knee towards the floor. Keep working on the same side then repeat on the other side. Chest Press

Anchor at knee height, step inside band and place band around hips, with hands and feet on the floor, crawl forwards alternating hand with opposite foot moving at the same time. Wood Chops Stand inside the band anchored at shoulder height, holding band at shoulder width push in front maintaining a straight back. Lateral Shuffle

Standing sideways to band anchoring, have your front foot at 45º away and arms out in front of you, pivot on back foot as you rotate torso with arms in front of you. Swap sides.

"I believe in offering a whole fitness package if possible, offering as many services that complement each other and keep the members fit"

Starting sideways to anchor point in an athletic ready position with the band around hips, move laterally to target area and return to start position. Repeat other side. • Ensure safe anchoring • Check band for abrasions & damage before use • Control movement at all times • Practice the movement to ensure positioning and no overstretching • Do NOT overstretch the band by more than 2 yards / 6 foot / 1.8 meters February 2020



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



As any gym-goer will know, the last few weeks will have seen an influx of new members eager to put their New Year’s resolutions to become fitter into action. But whilst February does see gym membership spike, nearly half of all new members will have quit before February. So how can gyms mitigate this exodus and successfully retain more members?

workout environment, to improve retention rates and unlock that huge potential increase in profits.

The answer, as with so many things, is digitalisation. Before going into some of the ways in which technology can help gyms to successfully hold onto those new February members, let’s put the benefits of member retention into some context: increasing the number of membership renewals in the New Year by just 5 percent can result in up to a 95 percent increase in profits according to research done by The Retention People in 2018. Even an increase as small as that can lead to a huge difference on a gym’s balance sheet.

The phrase “Internet of Things” (IoT) is used again and again, but many outside of Silicon Valley are often unsure how it can improve their specific industry. When it comes to gyms, the power of IoT and the data insights that it brings can’t be underestimated. With many gym managers still relying on paper-based processes, staff members are having to take time away from the front line to fill in forms. Non-digital data also means that insights into the workings of the gym can take longer to be properly processed, meaning that any eventual insights will be out of date and hard to action.

The study also found that, on average, every two interactions with fitness staff in a given month results in a member making an extra visit the following month. This is noteworthy, as it was shown that every additional visit by a member reduces the risk of membership cancellation the following month by a third. One of the only factors more important in retaining members, the study noted, was how clean and tidy the gym actually was.

One innovation currently transforming the way one gym group in Ireland operates is the integration of smart sensors and other IoT endpoints. This works by giving staff members a mobile device which delivers instant insights into operations in the gym. The strategically placed sensors digitise and automate several tasks, which can all be managed from the simple to use app on staff members mobile devices.

Bottom line? Staff need to spend more time with customers, whilst simultaneously ensuring a presentable

Sensors are able to alert staff immediately when there’s an area which needs cleaning, or simply let employees

February 2020

So, this is where technology comes in - digitalisation in gyms can exponentially improve staff engagement with members and streamline facilities management to ensure an easier job for employees tasked with making the workout space look presentable. But just how does technology do this?


know when there are lots of members in one specific area. This leads to quicker solutions to customer problems or queries, as well as greater interaction with members, all whilst effectively keeping a high standard of service within the gym. Data Health Check A full digitalisation solution can also give gym owners unprecedented insights and visibility into the operations and trends of the business that they would otherwise never have thought possible. Harvesting data from these sensors could lead to a realisation that, for example, you need a different level of staff in the gym at peak times. This is possible because the management team will now have real time data available at their fingertips, rather than relying on paper based, manual reports that were always invariably locked away in a cupboard. Getting rid of those written reports also frees up staff to work on the frontline. Rather than spending time in the back office writing up the latest cleaning report or tallying the number of treadmill users in a single day, employees can spend more time on the front line interacting with customers. Cutting down on admin leads to more front

facing engagement which, as the earlier report showed, is crucial in retaining new members. Digitalisation in Action The Clayton Hotel Club Vitae Gym in Cork uses a solution that digitises and automates its processes to present real time data to employees on staff devices. With its membership thriving at well above average, streamlining processes allows staff to focus on key tasks such as ensuring the gym environment is clean without sacrificing face to face engagement with members. This has led to a decrease in customer complaints and a better overall experience. As more and more industries continue to digitalise, the fitness industry must not be left behind. By implementing simple technology in the business, processes can become much more optimised for member retention. Whether it’s freeing up staff to engage with new members or improving the presentability of the gym, digitalisation can help the industry to ensure more new members are sticking to those New Year’s resolutions. For more information on how to empower frontline workers visit www.over-c.com

February 2020 65


Appointments A round-up of industry movers and shakers We look at the Virtual aspect of the Gym Industry

MAX ASSOCIATE MAKES SENIOR APPOINTMENT Rachel joins Max Associates after 5 years as National Business Development Manager with Serco Leisure, preceded by 15 years with Birmingham City Council which included 5 years as Culture and Strategic Leisure Transformation Manager. Lisa adds: “Rachel’s 20 years operational experience, both as client and contractor, will be extremely valuable as she moves into this consultancy role.” During her time with Birmingham City Council, Rachel was instrumental in the introduction and delivery of a commercial strategy across Birmingham City Council Sport and Leisure Service to drive community engagement and revenue. Through the implementation of a culture change strategy, Rachel was also responsible for the project management of two large capital build projects at the Alexander Stadium Complex – a state-of-the-art Gymnastics and Martial Arts Centre; a community-based facility which was a team base for London 2012 and a new permanent stand constructed at the athletic stadium to increase the capacity to 12,700 completed in time for the 2012 GB trials. Both projects have successfully hosted international, high performance and local community sporting events.

Rachel will be responsible for providing local authorities with consultancy across a range of services including; procurement, feasibility, management options appraisals, facility strategies, performance reviews, contract monitoring and stakeholder consultation.

Rachel developed her experience further in her role with Serco Leisure, creating a solid and extensive network of national and local stakeholder partners to deliver against key local community objectives. “In these challenging times, calculated investment in leisure can deliver a wide array of economic, social engagement and health objectives,” says Rachel. “I’m really looking forward to using my experience to help local authorities across the country to optimise their sport and leisure provision and deliver positive outcomes to create a more active and healthy population.”

“The role of Principal Consultant involves securing and delivering across our entire service portfolio,” explains Lisa Forsyth, Director, Max Associates. “The environment is extremely demanding and requires a high level of experience and ability, both of which Rachel brings with her.”

This senior appointment follows the recent addition of Richard Millard as Associate Director; both appointments signifying a strategic decision to strengthen Max Associates standing as a leading consultancy on all aspects of public sport and leisure provision.

In response to a growing demand for its services, Max Associates, UK’s market leader in leisure consultancy and contract management procurement, has appointed industry specialist, Rachel Gomm as Principal Consultant.


February 2020




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February 2020

Profile for Gym Owner Monthly

Gym Owner Monthly February Issue 2020  

The UK's No.1 Digital Magazine for Gym Owners & Fitness Professionals.

Gym Owner Monthly February Issue 2020  

The UK's No.1 Digital Magazine for Gym Owners & Fitness Professionals.