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

ISSUE 22 // January 2018

How to Design Your Gym on a Budget Choose Your Tools Wisely – The Top 3 Pieces of Equipment for Profit

Work Life Balance is a Myth! FRESH AIR FITNESS IN THE NEW YEAR The New Year’s Rush & How to Extend it

Merve Akkaya How to Stay in Shape Through All Seasons january 2018

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Welcome... …to the January 2018 issue of Gym Owner Monthly Magazine. 2017 is done and dusted, and we are safely in the grips of 2018. I hope you have had a wonderful festive period, and a great start into the New Year! New Year’s usually means resolutions galore; Chris Zaremba discusses the use of guidelines rather than resolutions on pages 42-43. Personally, I have given up on resolutions - failure, which seems inevitable, is not motivating, and every day should be the best you, or maybe I am kidding myself into an easier life! This month, we have you covered, from Eric Joly’s advice on the best pieces of equipment for your profits on pages 12 – 15, advice on how to keep you cash flowing on pages 39 - 40, right through to using your PTs to increase retention on pages 45 - 47, we thoroughly hope you are set up to have the best year yet! We hope you enjoy the issue!

Nicky & The GOM Team

EDITOR:

MEDIA & MARKETING MANAGER:

PUBLISHING DIRECTOR:

Nicky Sefke

Sonja Sefke

Paul Wood

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

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

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

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

 @GymOwnerMonthly  gym-owner-monthly-magazine

Keep up to date

The only fitness industry magazine endorsed by British Weight Lifting

COVER MODEL: Merve Akkaya

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

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Contents TRENDS

22

37

30 33 12 53

20

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EXPERIENCE

07 54

53

News The latest news and hot topics in the industry. Appointments A round-up of industry movers and shakers.

SPOTLIGHT

4

Ask the Expert How can I design my gym on a budget?

BUSINESS

12

Choose Your Tools Wisely Eric Joly advises on the top 3 pieces of equipment for profit.

20

The New Year’s Rush Chris Phillips on how to extend the rush.

22

Owner of The Month Alan Strachan introduces us to his facility that has been going strong for a decade.

30

PT of The Month Meet Damien Walker, the other half of Samien Fitness.

28

33

Work Life Balance is a Myth! Daniel Nyiri challenges the notion of the balance we all search for.

The Big Interview We talk to Craig Young, Managing Director of Craig Young Consulting.

39

37

How to Stay in Shape Through All Seasons Merve Akkaya knows how to stay in shape irrespective of the season.

Top Tips For Doing Business & Getting Paid Dewi Fox on doing business and keeping the cash flowing,

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28

39

18

16 49

45 42

GEAR

16

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

45

Personal Trainers: The Untapped Resource to Boost Member Satisfaction & Retention Tristan Hill on utilising your PTs for increased retention.

FITNESS

NUTRITION

18

Fresh Air Fitness in the New Year Matt Gleed advises on Outside Training for your members.

49

42

The Start of a New You? Chris Zaremba on guidelines, not resolutions.

Meatless Mondays for Athletes Why meatless may be beneficial to you and your training.

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

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HD Athletic Perimeter

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


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News

Upfront

What’s hot in the fitness industry

2XU ANNOUNCE PARTNERSHIP WITH JETTS GYMS 2XU (‘Two Times You’), today announce their partnership with Jetts Gyms in the UK and the Netherlands building on the already great relationship the partners enjoy in Australia. The partnership names 2XU as the official apparel brand of Jetts Gyms, delivering performance apparel to their members, staff and trainers. Jetts Gyms locations in the UK include Birmingham, Wigan and Manchester with new locations set to open early this year in London, Portsmouth and Accrington. Moving forwards, all Jetts' staff and trainers will be visible in uniquely designed 2XU performance apparel. Extending its high-performance range beyond retail customers, 2XU also offer customised apparel solutions for teams, clubs, corporate groups and private entities with bespoke designs, colourways and features. James Garner, Business Development Director of Jetts Gyms UK: “We’re proud to become a partner of 2XU, enabling us to outfit our team with one of the most specialist performance brands in the industry and educate our members about the benefits of compression. We provide access to a premium workout environment with the equipment that’s needed to get performance results and we feel that premium sports apparel plays a big part in that too." Mike Martin, Sales and Marketing Director at 2XU: “2XU have always been known as a leader in developing performance apparel for athletes on all levels. We are now excited to see all Jetts staff in 2XU kit as part of our Teamwear range, specifically designed for their brand.”

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Luton trust highlights outstanding retention rates using ReferAll

Corder concluded: “ReferAll’s software solutions have given us the opportunity to bring all our data together. We have been impressed with its capabilities and what it can do for us. We now have clear and easily accessible data as evidence of throughput that shows we can meet and exceed targets, highlighting headline statistics such as our retention figures. We are also using the system for KPI’s for the new Integrated Wellbeing Service, which is currently out to tender in Luton and due to start in April 2018.”

Hatton Boxing and Myzone collaborate in new strategic partnership

Active Luton has recorded an impressive eighty percent retention rate in its Macmillan Move More Luton programme. The statistic refers to participants still exercising once a week twelve months after starting the programme. Nationally recognised, the programme provides sessions to anyone with a cancer diagnosis, either curative or palliative, and at any stage, whether currently in active treatment, recovering from surgery or in remission. The first twelve sessions are free. The service is renowned as one of six beacon sites in the UK by Macmillan Cancer Support. Jan Chalkley, Luton Macmillan Lead nurse, said: “The real sign of its success is that most people carry on when their free sessions have ended. We realised that often patients get to the end of their treatment and feel a bit bereft, they can feel low and lacking in confidence. Physical activity motivates people to get back out there and the effects can be dramatic. It transforms them. The project complements the recovery package and the national survivorship agenda. There is so much evidence to support this in terms of self management and wellbeing.” The community-focused trust has also reported significant improvements in mobility (90%), self-care (73%), pain management (78%) and anxiety (85%) amongst participants. Matt Corder, Health & Wellbeing Manager at Active Luton, explained:”We were approached both by Macmillan and Luton and Dunstable hospital. Luton is an area of deprivation and Macmillan were keen to fund a programme which would benefit the community. Our Move More programme is here to help them become and stay active. Our professionals really understand cancer and can create a physical activity programme tailored for each individual with on-going support.” To gain and maintain funding, Active Luton has to be stringent about data collection. The service has been supported by ReferAll’s software solutions since July 2017: “We do initial, three, six and twelve month follow up questionnaires and assessments to prove the programme is working and make sure our participants are continuously improving. We have used data to hone our service, building in a palliative pathway, refining referral criteria and providing more classes.” Previously supported by Sport England, the trust recently secured an additional one hundred thousand pounds of funding from Macmillan. As a result of its continued funding, Active Luton has also been able to expand its team. From March 2018, the service will become part of Luton’s new Integrated Wellbeing Service. The programme includes both traditional and non-traditional forms of activity, ranging from gardening and walking to group fitness classes, exclusive Macmillan classes, one to one sessions in the gym and walking football. This provides a vast menu of opportunity for participants to keep them inspired to attend activity and that is reflected in the high retention rates. 8

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Hatton Boxing and Myzone create a new partnership to provide ‘boxing for fitness’ content and programming across the EMEA network of registered Myzone facilities Hatton Boxing and Myzone have agreed a new strategic partnership that will see the market leaders in group heart rate technology deliver Hatton Boxing designed ‘boxing for fitness’ training sessions via Myzone, with access made available to Myzone’s EMEA network of registered facilities. The new agreement will see Hatton Boxing provide up to 200 training sessions to registered Myzone facilities, all developed by the UK’s number one multi-level ‘boxing for fitness’ training provider, Hatton Academy. Gyms that are registered with Myzone will be able to sign up to access the content, enabling their trainers to deliver ‘boxing for fitness’ sessions via the Myzone screens used in the gym. This content can then be used to support the delivery of new group training classes or for fitness instructors and personal trainers to work with their clients.  Gym members that then take part in the classes or training can track their progress via the Myzone Live Display as well as connecting with and challenging friends, and earning points to achieve status rankings. To support the delivery of the new sessions, all gyms that sign up will be provided with staff training via the Hatton Academy ‘Fundamentals’ course. This will ensure their instructors and personal trainers can learn how to incorporate boxing skills into any fitness programme both safely and effectively.  Launched in 2006, Hatton Boxing’s training arm Hatton Academy has more than 5000 successful graduates to date and remains the only training provider to be accredited by REPs, CIMSPA, Active IQ and the British Boxing Board of Control. On signing up to the new content via Myzone, gyms will also receive Hatton Boxing focus pads and boxing gloves, alongside marketing materials to promote the new content now available in the gyms. Commenting on the new partnership, Dave Wright, Creator and CEO of Myzone, said: “We are extremely excited to partner with Hatton Boxing and to display their world class boxing programmes into the Myzone system. This helps any operator to be able to deliver group training with boxing, alongside the Myzone telemetry display with


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a click of a button. “It eliminates the hard work and science that goes into programming, and simply allows the operator to provide instructors that can focus on form and motivation.” Jon Eade, managing director of Hatton Boxing and founder of Hatton Academy, said: “We’ve already witnessed first-hand the positive impact that Myzone has as a training tool in the work with our pro boxers and gym members, and we’re really excited to roll out our training sessions to the growing network of Myzone facilities. “Boxing is fantastic for fitness and the new partnership will provide members with access to new training content and a means to track progress via Myzone technology, whilst also further expanding Hatton Boxing’s reach into fitness.”

Parkwood Leisure Awarded Water Leisure Operator of the Year for the second year Parkwood Leisure has been awarded Water Leisure Operator of the Year in the UK Pool and Spa Awards for the second year in succession.

Parkwood is one of the most experienced water leisure operators in the UK, currently managing 44 local authority pool and water sport sites in England and Wales. Commenting on the prestigious win, Suzanne Gabb, Parkwood’s National Aquatics Manager says: “Some of the key elements that enabled us to win the award again this year include our unparalleled management experience, our delivery of highly tailored and reliable solutions based on proven methodologies and the company’s culture of continued learning and improvement.” To ensure continuity for swimmers learning to swim at its sites, this year Parkwood switched from lesson programmes aligned to school terms to a continuous 50-week programme. This also gives its learners free entry to public swim sessions and the change has resulted in a significant increase in participation in Parkwood’s successful Aquazone swimming lesson programme. Other company initiatives this year included working with Swim England to its new Swim 400 initiative, to get more people swimming more often through a challenge to complete a 400m swim. Charity activity is important to Parkwood, and once again this year its sites organised a Swimathon to raise money for Marie Curie Cancer Care. More than 1,000 swimmers took part raising £100,168, with a further £16,059 raised by 212 swimmers taking part in the Aspire Channel Swim challenge at Parkwood’s pools. Young swimmers also helped to raise more than £5,000 for Tommy’s Splashathon, a charity which researches the causes and prevention of miscarriages, stillbirths and premature births. Parkwood Leisure has increased participation levels at the pools under its management, with many of the most successful sites where annual growth has exceeded 15 per cent - in less affluent urban areas including Cardiff, Crosby and Sidcup. In addition to increasing participation Parkwood has also significantly reduced costs for its local authority clients, including an annual saving of £2.1 million for the Vale of Glamorgan Council and a £1.1 million saving for Cherwell District Council in Oxfordshire.

The 2017 State of the UK Fitness Industry Report highlighted growth in the UK fitness industry, with increases of 4.6% in the number of fitness facilities, 5.1% in the number of members and 6.3% in market value. With over 9.7 million fitness members in the UK, the penetration rate was boosted to an all-time high of 14.9%. Will we continue to see growth in 2018? David Minton, Director of LeisureDB, says: “It may be premature to call the period to 2020 ‘the golden age of fitness’ but further growth will only be limited to the imagination of those pushing the boundaries”.

4.7bn

£

estimated total market value

14.9% penetration rate

6,728 UK gyms

Source: LeisureDB 2017 State of the UK Fitness Industry Report

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ATDRVE ENRDTSI S I N G F E A T U R E

FITQUEST INTRODUCES INNOVATIVE NEW MACHINES IN PARTNERSHIP WITH THE GYM GROUP FITQUEST, INDUSTRY LEADERS IN HUMAN PERFORMANCE MONITORING, HAVE LAUNCHED A BRAND-NEW VERSION OF THE FITQUEST MACHINES, NOW WITH STATE-OF-THE-ART BODY COMPOSITION ANALYSIS. THE NEW MACHINES, WHICH, FOR 2017, ARE BEING INSTALLED IN 40 GYM GROUP LOCATIONS ACROSS LONDON, ARE THE FIRST OF THEIR KIND TO BE FITTED WITH THE MIE FITQUEST BODY COMPOSITION ANALYSER WHICH USES INDUSTRY STANDARD TECHNIQUES TO DETERMINE BODY COMPOSITION.

Using bioelectrical impedance analysis (BIA) technology, the machines can determine body fat and muscle percentage as well as a user’s hydration levels. In addition to the unique FitQuest score which measures fitness against average gender and age groups, the new machines will provide a more complete assessment for users now with both a fitness and body composition analysis.

“Our FitQuest machines were always designed to give gym users the ability to quickly assess their general fitness,” said Brian Firth, FitQuest CEO. “Now, with the addition of the MIE FitQuest Body Composition Analyser, people will have even greater access to data that could help them make real improvements in their overall health and wellbeing. Capitalising on the growing popularity of fitness tracking in Londonbased gyms, we’re proud to be working with The Gym Group to offer this innovative, new FitQuest experience to their members.” – Brian Firth, CEO, FitQuest The installation with The Gym Group follows a successful pilot programme earlier this year. The machines will be available to members of The Gym Group in Q4 this year.

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Engage. Inspire. Educate. MIE Medical Research has spent 30 years bringing innovative human performance measurement solutions to some of the world’s leading universities and research institutes. FitQuest can be used by gym goers to assess their own progress, PTs to monitor client achievement and operators to improve member engagement. We are delighted to be able to bring this unique experience to a wider audience and empower individuals to take charge of their own health and fitness. Contact our team today at info@miefitquest.com or call 020 7518 7323 to find out how you can be part of the measurement revolution.

Find out more at www.miefitquest.com

FitQuest Division, MIE Medical Research Limited 11 DECEMBER 2017 OCTOBER 2017 info@miefitquest.com Tel. 020 7518 7323


business

Choose Tools Eric Joly, Sports Performance Facility Owner, advises on the top 3 pieces of equipment for profit. If you are in the fitness industry, chances are that you started with a passion for training yourself and help others get better. Either way, turning a passion into a business, requires different knowledge and a solid plan of action. Whether you are a fitness trainer, strength coach or gym owner, if you are in the training business, it is more then just for the passion of it. It is to make it possible for you to make a living‌ a profitable living. As a fitness trainer and strength coach, my early years were spent trying to define myself, and at the early stages of my career, I was trying to get any client I could to make a few bucks. It was a rough time and building a clientele was a difficult process. The thought of opening a gym was always in my mind. I had a clear image of what my facility would look like. But unfortunately, the financial means to get there always seemed impossible to achieve. I have now been in the business for over 20 years. I went from personal trainer to strength coach, to High Performance training center owner. As the last 20 years certainly defined who I am now, it certainly also defined the way I think about making my training business a profitable one. As my early years were spent dreaming about a gigantic premium facility built a certain way, I quickly realized that optimizing square footage had to be my number one priority. As operating costs lays the foundation for profits, one must clearly define which type of clientele the business will serve, 12

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business

e Your Wisely how they will be served, how many can be served and most importantly, how they can be retained.

7  What will make my clients want to use it over a long period of time

If I had to start all over, I would certainly do things differently, but since I am now a business owner looking for profit, I MUST do things differently. One of the ways I am now doing things differently, is instead of dreaming of a bigger facility, I am looking for ways to make more out of my actual square footage, without compromising efficiency and quality. In other words, I want to add more equipment and services without compromising what already works well.

8 Is it durable

As a sport performance facility owner, I listed here the 10 qualities I am looking for in a piece of equipment before I make a purchase. 1  Pertinence: Who will it serve, and what does it do 2  Whatever it does, will the end results from using it will be directly transferable to what my client wants to accomplish 3 Can it serve more then one type of client 4 Does the equipment really does what it claims 5 How much space is required 6  In the space required, can the equipment serve other purposes

9 How much maintenance is required 10 Cost You may be surprised that I have listed cost as last on my list. The reason is simple. If I have a positive answer to all other aspects on my list, it means my new tool has the potential to generate a recurring revenue. Whether we can afford it or not is another question, but knowing a tool can generate recurring revenues also means we can build a business model around it. Now when you multiply your money generating tools and optimize them according to how many clients can use them, is when you start generating good profits out of those tools. Keep in mind that the business model of a sport performance facility is very different then a personal training studio or a large surface gym. None the less, optimizing square footage must remain a priority. In an athletic training type facility, there are tools that in my opinion are essentials to make a profit. I mentioned earlier that if I had to do it all over I would do it different. Well, I would do this first. Based on the 10 qualities listed above, I would only pick 3 tools to start my facility and built from there. january 2018

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business

The Hitrainer dash board gives instant feed back and very precise, easy to read data to both the coach and the athlete.

Here is my TOP 3 PIECES OF EQUIPMENT that I find essential to start a facility and generate results for my clients… yes, profits come from our ability to provide results with the tools we use. Number one on my list is the SQUAT RACK. The “cage” is a strength tool that has evolved extensively over the years. Since working the large muscle groups remains the most efficient way to improve performance and burn calories, it is a must have. What was originally a kit that serve the single purpose of developing lower body strength, as responded to the market demands by becoming much more versatile. By adding the capacity to develop upper body strength, functional strength and multiplying models of grip attachments, the cage is allowing us to target and assess some very specific areas of development. With athletes and general population, especially beginners, simple gains in strength can produce great results. Number 2: The DUMBELL RACK: I don’t think the dumbbell needs presentation. As old as the cast iron, the “bell” remains to this day one of the most versatile tool for strength, function and power. Number 3: The HITRAINER: The reason this tool is on my priority list is simple. It is an intelligent self- propelled treadmill that only requires the space of a regular tread. It’s endless accurate measuring capabilities are simply unmatched. Its versatility allows for the user to measure a 100m sprint or push 14

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a sled for as long as you can stand it, in the space of a closet. It caters to the most advanced athlete just as well as the young beginner. Since the tool is widely used worldwide, the manufacturer has also done a great job at giving a real value to the data. The numbers given by the HITRAIINER have a comparable per age groups, boys, girls, men, women, sports and levels. That in itself is well worth the investment. Knowing you can keep an athlete progressing for years to come based on reliable data also means you get to keep this client for the long run. As we must have for mission to develop better athletes, the HITRAINER is also a great coaching aid in teaching how to deploy instant acceleration. If strength is the foundation of sports performance, SPEED is what will take an athlete to the next level. High level competition is defined by tenths of a second and we must be able to accurately measure the different components of speed. Top speed, acceleration, speed to deploy peaks amount of power and cognitive speed are all very different and we must be able to assess them in real time, and in full velocity. Finally, I use this tread for rehab and return to play protocols. It has load cells that measure lower limbs left-right balance. This function in itself allows me to cater to a whole other clientele. The best part, is that the manufacturer even provides a business model around it’s units for us to make money. I have simply never seen this before.


business

If you look at all 3 kits, they all have one thing in common: They allow for necessary accurate assessment. Creating a solid baseline for our athletes is the foundation of development. Measure, measure and measure. Strength is quantifiable, so is speed in all its different aspects. In order to retain a client, we must provide them a road map with well established stepping stones. The combination of those 3 tools allows for that. As my business grew, I needed more space‌ Or did I? I already had multiple squat racks and a need to roll more athletes at the same time came. I had the top 3 on the list. But they were unbalanced ratios. 12 racks with all weights, 2 good DB racks, and 2 Hitrainers. My 12 racks were sufficient for my needs but I really wanted to be able to build speed AND strength in the weight room. My needs seemed to be in more square feet so my athletes could run. But instead of paying the high cost of rent for the extra space, I invested in more Hitrainers. Thing is, there was really not much extra space for more mills. I decided to do this:

Yes‌ I did insert my Hitrainers into my cages. I also modified my cages so more athletes can use them at one time. Instead of performing the lifts inside the cage with one bar for two athletes, I flipped the bar to the outside, allowing for two bars being used at one time for four athletes. Now athletes can work contrasts of strength, power and speed together, all while quantifying every single aspect. One Hitrainer is sufficient for 4 athletes and it flows really well. All this to say that I can now run way more athletes in my cages at the same time AND improve speed along with it. The investment relative to the mills is much smaller then increasing the sqft and the cost to maintain it. It is also something that retains value. Of course there are other great tools out there. But whether you are a trainer, coach or facility owner, I encourage you to look into this configuration as it is a definite win in optimizing space and revenues.

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gear

Fit Kit

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

Aura LED Reflective Vest Aura’s new line of LED wearable fitness gear helps you stay seen during even the UK’s darkest days – which also translates to no excuse for not going for that early morning/late evening run! The comprehensive range includes: the LED Reflective Vest (pictured), delivering up to 60 hours running time; the Rechargeable LED Phone Belt, which features space for your phone, money and keys; and LED Slap Bands, which light you up in literally seconds. Aura products employ the latest ultra-high visibility LED technology and incorporate weatherproofing seals. As the Bedfordshirebased company says – ‘Don’t stop when it’s dark; stop when you’re done’. £19.99 – www.auraactivegear.com

Primal Strength Safety Squat Bar New Primal Strength Safety Squat Bar, angled perfectly for a comfortable squat. The additional safety frame makes re-racking the Primal Strength Safety Squat bar far easier than traditional basic SSB's. Our fully welded frame ensures the bar can safely take 300kg+ without any bending or making your SS bar overly bouncey. Lifetime no bend warranty with a one-year full commercial warranty www.primalstrength.com

Primal Strength Rebel Wall Ball Primal Strength Wall Balls are manufactured to commercial gym grade and provide the perfect conditioning tool for a range of athletes. They can be used for overhead throws, target boards, conditioning circuits, and used with rebounders. They are ideal for individual and group conditioning sessions. Wall Balls are available in 1kg increments ranging from 3kg to 13kg. Their outer core is a double-stitched, hardwearing PU canvas in a digital camouflage print. The weighted centres are protected by dense foam. The Wall Balls have been engineered and tested for repeated use in gyms, boxes and Performance centres. The Primal Strength Commercial Wall Balls are backed with a 12-month commercial warranty. This does not cover slamming on concrete floors. Primal Strength offer a full range of Slam Balls. www.primalstrength.com 16

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gear

ZeroWater ZeroWater is the only water filter brand that delivers the equivalent to purified bottled water into your home. Developed with a pour-through system, ZeroWater delivers the best filtration possible with their premium five-stage ion exchange technology. This filter removes virtually all total dissolved solids (TDS), a claim which no other filter jug or dispenser can put their name to. And that’s not all, this breakthrough filtration system from ZeroWater is certified by NSF International for the reduction of Lead and other heavy metals such as Chromium 3 & 6 and Mercury. You can buy 4 different sizes of Zerowater jugs, so there will be one to suit everyone. www.zerowater.co.uk

GymPlay Spring Boards These quirky GymPlay Spring Boards are practical and entertaining at the same time – perfect for training young students and beginners. The fun foam designs, courtesy of UK manufacturer GymPlay, come with a visual PVC cover which highlights the “no jump” zone, the spotting line and the optimal point of contact. Available in scary shark or funny alien designs, GymPlay Spring Boards spell a welcome end to chalk markings and are a must-have for gymnastic clubs. The GymPlay range has been rigorously tested and approved by the British Gymnastics Coaches and talented students of Pennine Gymnastics. . See the range at www.gym-play.co.uk

A new kind of snack, Innate Squares combine vegetables, coconut and almond to produce air-dried savoury snacks that are a rare and happy marriage of exquisite flavour, nutritional balance and slow-release sustaining energy. The range offers three exciting varieties in the form of Beetroot, Butternut Squash and Spinach & Coconut, which are 100% natural and jam packed with nutrients and an A-team of herbs and spices to create a delicious, filling and healthy snack. Whilst the Squares weren’t intended to be ‘free from’, by default, through the use of natural healthy ingredients, they are gluten, dairy, grain, soy and refined sugar free, as well as paleo and vegan friendly, extending their appeal yet further. www.innatefood.com

To sponsor this feature, contact: pw@gymownermonthly.co.uk january 2018

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FITNESS

Fresh Air Fitness in the New Year Matt Gleed, Master Trainer and Education Specialist, advises on Outdoor Training for your members New Year is a time of inspired fresh starts, but it's also a great time to get outside for some fresh air fitness. Whether you're trying to inspire new members through the doors or motivate existing ones, taking workouts outdoors can break the monotony of the gym setting, help build a community amongst your members and diversify your offering further. It won't be for everyone. But the natural environment can have a really positive impact on mood, which is multiplied when you throw in positive exercise endorphins. It can be a less intimidating environment then the gym floor or studios for newcomers and the uneven terrain can make a workout more demanding.

Here are some ideas to encourage your members into your outdoor offering:

Running Clubs One of best ways to keep a group of runners of different abilities together is to work to markers. A big disadvantage of routes being set is it can leave less experienced runners behind. Marking out a start point with 2 or 3 lampposts, for example, as targets to run to with different distances selected, can offer all of the group a target to aim for and allow sub groups to be set offering support of same ability runners and fitness levels. As an idea for your trainers to get this set up, give the entire group a cone and allow them to pick their marker distance, from this you'll be able to see the average of your group. This is now set up for a ‘Repeat Effort Session’ that will challenge everyone through interval training. Another method of group work for Running Clubs is to plan a route, which has been trialed and accepted by the coach as a low risk course from dangers and hazards. If you can facilitate a lead coach to run or cycle, the more experienced runners can be lead around the route at a set pace. Then have a second coach to bring the more beginner runners around at a comfortable pace, so that it can be enjoyable for all abilities. Look for small loops to be added for runners wanting more of a challenge so that they can go further, but finish around the same time as the rest of the group. Data driven workouts remain a top trend, and are here to stay. So use wearable’s, apps and Heart Rate (HR) data during runs track performance and drive motivation. Ideally, everyone would have a HR monitor on him or her with a display showing them HR zones. However, so many people do have wearable’s now, this form of training and coaching is much more accessible and commonplace. If someone does not have a HR device, a manual check on the wrist is easy to

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do. To check a pulse at the wrist, place two fingers between the bone and the tendon over your radial artery — which is located on the thumb side of your wrist. When you feel the pulse, count the number of beats in 15 seconds. Multiply this number by 4 to calculate your beats a minute. While we are on the subject of 'wearable’s', no harm in getting some running group high visibility jackets to advertise your gym as you go.

Outdoor Personal Training Personal Training is a great income line for gyms and keeps engagement with members at an all time high. To create more space in the gym, encourage personal trainers to utilise all of the sites facilities. An outdoor track, courts, terrain; all can be useful for race preparations, track sessions or sport-specific training. Is there an outdoor track for race preparation and get facility options like track sessions, race preparations and sport-specific training. In the past, I've taken a TRX Suspension Trainer outdoors to work with athletes, with runners on the track or with footballers off a goal post. Training in an athlete’s environment can help sport-specific focuses.

Outdoor Bootcamps From Small Group Training through to larger Bootcamps, working out in a group outdoors is a great way to use all the kit from the Functional Training area in the gym in a new environment. What was commonplace indoors is now an exciting new outdoor playground! Outside, the coach can let his creative freedom escape from the indoor machines, where space allows running, crawling and a lot more noise and shouted encouragement expected from all. Blocking workouts into themes can allow 6-week focuses that can inspire and target set disciplines or goals. For example, we're in the grip of Ski Season so exercises to prevent risk of injury, strengthen the lower body and promote core strength would be perfect. Or target sporting events, such as the start of the Rugby Six Nations, think about incorporating sport into your fitness offering - arrange outdoor tag rugby games to diversify training. As an alternative, you could also offer offseason training for event enthusiasts; Triathletes, Cyclists and Runners are all looking to maintain a training structure and gain benefits from conditioning work. Gym owners should look outside the box for ways to offer more environments in which to train their members. Work to maximise the facilities you already have, be creative with your space and support a greater network of people in goal specific training. january 2018

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The New Year’s Rush Chris Phillips, Head of Sales in the Sports Intelligence Practice at 4Global and responsible for DataHub, on the New Year’s Rush and how to extend it. It’s that time of year again. The month where the New Year’s resolution stampede drives new joiners to our facilities. It’s a golden month when footfall increases and memberships peak, seemingly regardless of what we have on offer. According to a 2016 YouGov poll, when asked to choose from a list of which, if any, New Year resolutions they were planning to make, 35 per cent of respondents said losing weight, while 33 per cent wanted to get fitter. But inevitably, all good things must come to an end. Usually around mid-February. Maybe this will be the year those good intentions to shed the pounds piled on gorging on turkey and mince pies last a little longer. If the headlines are to be believed, two thirds of us fall off the resolution bandwagon within the first month – if you’re still making it to the gym in March, you’re bucking the trend.

As an industry, do we take this January influx of members seriously? Or have we, if we’re honest, just milked the cash cow of resolution-based over enthusiasm year after year, to help close our financial years with a bang? Perhaps this year it’s time for a change. In 2017, we’ve seen increased national focus on physical activity, and growing obesity and deprivation awareness thanks in part to immense pressure on the NHS and also to a stream of insightful TV documentaries. If we take the early 2018 member influx and just ‘milk it’, are we missing out on what could –and should – be the start of long-term relationships, leading to significant life changes for these new members? Yes the first two months of every year are traditionally our busiest, but do we understand the true reasons why? If we were to understand our members and their motivators a bit more, could we turn new year newbies into keepers? At DataHub we are driving the capture of accurate data for the purposes of benchmarking and insight to allow leisure providers to do just that. As you will notice from our infographic this month, there is good reason to ensure, as operators, that new sales are appropriately managed. Firstly, do you understand the service you’re delivering? Is it the right service for your new customers? In meetings I attend with operators there is often a guilty admission of offering the same service, season on season, rather than delving into the data to truly understand what is wanted and needed, then delivering it accordingly. New year sales activity needs to be focused on longevity not instant income. Social value is now a major factor in funding and operational success and there is a growing consensus in the market that if you concentrate on capturing the right kind of members, even if there are fewer of them in the outset, the business benefits and dividends last considerably longer. Quality rather than quantity, as it were. Retention is obviously also key at this busy time. Many regulars opt to stay away from their facility in the first

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few weeks of the year, knowing that kit will be busy and classes full, as new members battle to find an activity that fits their dream of instant fitness. Regulars tend to drift back in February or March as the newbies realise there is no quick win and drop out. Some current members will also be tempted away by all-singing-all-dancing January offers from your competitors or the lure non-facility-based training, encouraged by the shiny new wearable that was in their Christmas stocking. We should we be using these regular members as examples to inform our sales strategies to new members. Really understanding what makes them stay, or leave, and marketing this to the newbies. And we should be using data to track non-facility-based activity and so deliver a more focused service – if your reporting shows a new member is also doing a Park Run every Saturday morning, invite them to your centre’s weekly run club. It’s personal. It’s targeted. And it might be the thing that keeps them coming back. Using our Social Value Calculator module, we know there is a seven-fold increase in the social value generated when an infrequent user becomes a core user. Could the subsequent income generation through secondary spend, additional membership payments and member referrals also be a more effective long-term solution to revenue generation than the cash cow that is the January rush? Data capture is at the heart of understanding, and answering, this question, so make sure your New Year’s resolution this January is to begin tracking and understanding your customer base, both current and future.

Cut back on clutter with an all-in-one software solution to manage your gym. • Membership Management & CRM • Member Self-Service Access • MemberMe+ - Branded Mobile App • Extensive Reporting • Front Desk Check-In • Billing & Payment Tracking • And so much more!

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Owner of the Month

Be Brave!

Alan Strachan introduces us to his facility that has been going strong for a decade.

Gym owner: Alan Strachan Gym name: Alan Strachan PT Powered by ESP Location: 55 Clydesdale Street, Hamilton, ML3 0DD Number of Members: 180 Web: www.alanstrachanpersonaltraining.com

How did you become a gym owner? I was working as a PT in some of the larger gym groups and wanted to take ownership of my own future. I have always pushed myself to be ahead of the fitness trends, which meant I stood out against my competition but my good work still came under the umbrella of the company I was operating within. So, I took the decision to start my own gym. I bought a stand out property in a great area and took a leap of faith. It’s been an amazing experience, which required huge commitment and bravery, but its something I would recommend to anyone.

How many gyms do you own/operate? Just the one for now, but watch this space!

How long has your gym been operating for? We have been running for just over 10 years – we launched 16.12.2007.

Aside from the gym, what other facilities do you offer your members? We have a high-end spa, which offers a wide range of

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treatments and sports therapies.

How many members of staff do you employ? We have five members of staff across the whole complex.

How important are PTs to your business? The lifeblood! We have had some exceptional PTs here over the years, and will continue to offer the highest level of Personal Training for years to come. Our current crop has very high standards and delivers some truly outstanding training.

How do you motivate/incentivise your staff members? By giving them a share in the success. Anyone who has worked with us over the years has hand an opportunity to benefit from the growth they bring.

Do you provide any financial assistance for your staff, in regards to their training and development?

Over the years I have pushed the business learning forward, which has meant all PTs have had an opportunity to benefit from the most up to date training qualifications, as well as using the best equipment.

What makes your gym unique? The elite level equipment mixed with the extremely high standard of PT knowledge and experience. We have a customer-focused approach to the way we work, which pays huge dividends in repeat and referral business.

What advice would you give to other gym owners just starting out? Be brave! Have a vision and strive for excellence at every turn. Do not compromise on quality, EVER. Also, know the value of your brand and don’t allow budget brands to drive your quality or prices down.

What are the biggest challenges facing your business today? Budget gyms! There is a place in the market for them, but customers have unrealistic expectation of gym and PT pricing as it’s based on the mass memberships. This makes

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peak time training a nightmare for the customer. Our members benefit from our smaller scale/ higher quality approach.

What significant changes have you seen within the industry over the past three years? Cross-Fit and the amount of easily accessible information on the Internet. Professional PTs now have access to an incredible amount of training methods and tutorials, which help them implement this quickly. Customers are also exposed to more information, which is a very good thing.

How do you engage with your members? We pride ourselves on the community spirit in the gym. We do regular charity and social events which are fitness based - this gives our clients training goals and deadlines, which works really well.

How do you retain your members? By achieving fantastic results throughout the year and planning their journey. We have regular check-ins, and encourage our members to be involved in classes as it’s a great way of making our clients feel valued.

How are you promoting your brand and marketing your gym? I have been lucky enough to find someone who has some outstanding, forward thinking ideas on effective marketing. He does it in a cost-effective way using social media platforms, some conventional marketing and our members to drive success. He is great foil for my ideas and helps me implement them quickly.

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TRENDS

FITNESS & FASHION FOR MEN & WOMEN WWW.SKINNYCHIMP.CO.UK

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Official British Weight Lifting Courses

Why learn with British Weight Lifting? • Officially Accredited Qualifications • Upskill Your PT’s • Range of Courses For Fitness Professionals • Improve Your Membership Offering

Available across the UK Book your place today at www.britishweightlifting.org 0113 224 9402 courses@britishweightlifting.org britishweightlifting.org @GBWeightlifting /bwl.org 26

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BWL Entry Level Courses

Level 1 Award In Coaching Weight Lifting Officially accredited qualification Learn to introduce the basic moves of the snatch and clean and jerk Learn to teach small group sessions on the basics of weight lifting

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Level 2 Award In Weight Training Officially accredited qualification Learn to efficiently and safely perform a range of Weight Training techniques Learn to perform an appropriate warm up and cool down

For more information on these courses, please contact courses@britishweightlifting.org DECEMBER 2017

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Work Life Balance is a Myth! Daniel Nyiri, Founder of 4U Fitness challenges the notion of the balance we all search for.

“If people knew how hard I had to work to gain my mastery, it wouldn’t seem wonderful at all.” —Michaelangelo I wanted to start out the New Year with a wake up call to everyone. Some will love this and some will hate it! I just hope it will make a difference either way in your life! A “balanced life” is a misleading concept. Most accept achieving work-life balance as a worthy and attainable goal without ever stopping to truly consider its meaning. The truth is, balance is a bunk. It is an unattainable pipe dream. The quest for balance between work and life, is a hurtful destructive one! Most of the time people who preach the “seek balance in life” are those who should seek life first. Seeking balance requires us to stay in the middle (be average). Nothing happens when you’re in the middle, unless average is what you seek. You won’t cross over to the extreme on either side, and let me tell you that extreme happens at the extremes. Just think about it! Alexander the Great, Winston Churchill, Gandhi, Mohamed Ali, Christopher Columbus… for crying out load do you think these people sought work-life balance?! What if they lived an average life and never took it to the extreme? Their whole life was extreme and that is why we remember them and are influenced by them. 28

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be left with the sense of things being undone. Leaving some things undone is a necessary tradeoff for extraordinary results. To achieve an extraordinary result you must choose what matters the most and give it all the time it demands. This requires getting extremely out of balance in relation to all other work issues with only infrequent counterbalancing to address them. Imagine life is a game in which you are juggling five balls. The balls are called work, family, health, friends and integrity. And you are keeping all of them in the air. But one day you finally come to understand that work is a rubber ball. If you drop it, it will bounce back up. The other four balls, family, health, friends, integrity are made out of glass. If you drop one of these it will be irrevocably scuffed, nicked perhaps even shattered. This article might offend some; that is fine. My goal is to challenge you. I want you to just think about it and ask yourself, “Is average what I am seeking? Is middle class good enough for me?” If you answer yes, then fine. But then do not complain about the average life you live. Because let me tell you, if you want to complain, then you need to change it! Change what you don’t like! You are not a tree! I mean do you even understand what a miracle it is that you are a human being!? It’s a WAY, WAY bigger miracle than winning the lottery! So start acting like it! Act like the miracle you are! Make it count! WE ONLY HAVE ONE FREAKING CHANCE! Stop complaining and start doing! Don’t you want to contribute to this world? Make it better than it was before you came into it? Because I do! I think about it every single day and I ask myself, who can I help today? How can I make this world better? Did I make it better today? And if the answer is no I get pretty upset about it and go extra hard the next day and the next and the next. This might cheer you up, your chances of becoming a human being are 400,000,000,000,000 to 1! That’s right. You have already won the ultimate lottery of the universe! So let’s make this count! My job is to lead people where they want to go. To challenge them, to make them do the impossible, to know they can do it and to know that anything and everything is possible! I want you to be your best. The desire for balance makes sense. Enough time for everything and everything done in time. It sounds so appealing that just thinking about it makes us feel serene and peaceful. It feels so real that we just know it’s the way it was meant to be. BUT it is not. So if you think balance (average) is the middle, then out of balance is when you are away from it. Get too far and you’ll cross into the extremes. The problem with living in the middle is that it prevents you from making extraordinary time commitments to anything. In your effort to attend to all things, everything gets shortchanged and nothing gets its due. So after all this rant, you might wonder what to do now, right? Well instead of balance use counterbalance! The ballerina is a classic example. The ballerina poses on pointe, she can appear weightless, floating, in air, and is the very idea of balance and grace. A closer look would reveal her toe shoes vibrating rapidly, making minute adjustments for balance. Counterbalancing done well gives the illusion of balance. When the things that matter the most get done, you will still

The question of balance is really a question of priority! When you change your language from balancing to prioritizing you see your choices more clearly open the door to changing your destiny. Extraordinary results require you to set priorities and act on them. When you act on your priority you will automatically go out of balance, giving more time to one thing over another. The challenge then doesn’t become one of not going out of balance, for in fact you MUST do exactly that! Complete your most important work priority and then go home and be clear about your priorities at home so you can get back to work! So when you are supposed to be working, work. When you are supposed to be playing, play. It’s a very, very weird tight rope you are walking but its only when you get your priorities mixed up that things fall apart. Remember that extraordinary life needs everything. You can’t be successful without people around you and you can’t be fully successful when you are rich but you are fat. You CAN have it all. All you have to do is set priorities and focus on one thing and one thing only. Cross over to the extremes every day do everything on the edge then cross back over to the other side and do the same! Go extreme on everything! Just know when to cross over and how long to stay there every day! The most successful people have it all! Success, Money, Family, Time, Health and fitness you name it! You can too have it all. The lie that you can only have one of these is a myth, just learn how to do it! And remember that you don’t want to live a life where you are trying to figure out ways to spend time away from your work. Don’t live for weekends, live every day. You should live a life where work is part of it. Even when you are on vacation, work is part of it. Work is your life because you are contributing and that matters to the universe, to yourself and millions of other people. You shouldn’t have to go on a vacation to get away from work. Do not be the person who spends 2 weeks avoiding what you do for 50 weeks out of the year. That sounds like a horrible and miserable life. "Life is too short" is repeated often enough to be a cliché, but this time it’s true. You don't have enough time to be both unhappy and mediocre. It's not just pointless, it's painful. Instead of wondering when your next vacation is, maybe you ought to set up a life you DON’T NEED TO ESCAPE FROM! january 2018

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spotlight

Education and Information is Power!

NAME: Damien Walker

WEB: www.samienfitness.com

QUALIFICATIONS: Level 3 Personal Training, Level 3 Sports Conditioning, GP Referral

FACEBOOK: DWALKERFITNESS

NO. OF YEARS AS A QUALIFIED PT: 2 years 1 month

INSTAGRAM: @DWALKERFITNESS

OWNER OF: Samien Fitness, Stoke-on-Trent

VIDEO'S: SAMIENFITNESS

How did you become a PT? I hurt my shoulder and was let go from my work, at this point I had trained myself in the gym for a few years, I thought what shall I do? I decided to partake in a Personal Training course. Fast forward a few months, I was in sales at Xercise4Less and became one of the leading sales managers in the company's history at the time. I was slowly getting more annoyed and being told the numbers weren't good enough and decided it was time to risk it, and go for a dream and become a personal trainer.

What was your experience of the training/qualification process? I found the Personal Training course educational but I feel like you learn a lot of unnecessary information, and not enough practical information, such as how to do a consultation, how to actually sell to a customer. Apart from that, it wasn’t bad.

Do you specialise in a particular type of fitness? I would say I specialise in one to one transformations. There is no better feeling than someone coming to you with a goal and 30

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you preach, then I feel like you’re not fit for the job. Plus, I feel like you need to look the part to gain the respect from others.

What advice would you give to other PTs just starting out in the business? My biggest tip - prepare to work long hours, prepare to sacrifice time, family and friends. If you can’t do that then the job isn't for you! Yes that sounds harsh, but I feel it's necessary to be successful at the beginning. The more you establish yourself the better things become.

What are the biggest challenges facing your business today? I would say gaining a membership base. When the members are here then we don’t have a problem keeping them as we push to have the best service to members as possible.

you achieving it with flying colours. I love to get a great result and make the client happy.

What’s it like working with gym owners? For myself it is great as I own the gym with my business partner, fellow coach and friend Sam Duckworth.

What is your opinion of CPD? Personal Development is very important. If you are not learning and keeping up to date with current research and studies then you are falling behind and losing out on valuable information. Going on courses, reading books and speaking to other coaches is more important than anything else. Education and information is power!

You spend your working hours motivating others, how do you motivate yourself? I am driven by knowing I have to set an example. If I am telling my clients to track calories, change their lifestyle, follow a plan, then I feel the urge to do the same. If you don’t practice what january 2018

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

If there was one thing you could radically change within the industry, what is it?

I would say the amount of terrible Instagram videos doing silly exercises, which have no benefit in the gym. Or I would say the rise in classes, not enough education or preparation goes into it.

I would change how much attention classes get. I feel like they are a great tool to get fit but only when a person fully understands how to train, how to contact a muscle and the form on each exercise is perfect.

How do you engage with your clients (active and inactive)? I would say I am very active, I love to have a great laugh with my clients but with a professional head on. At the end of the day they are paying you to get them a result. So I want to make sure they are learning, gaining knowledge but also having fun.

How do you promote your services? Through Facebook, Instagram and YouTube., and also through referrals from clients.

How often do you train yourself? I try to train at least 6 days a week. Push, Pull and Legs x2.

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Do you see yourself still working as a PT in 10 years time? My vision would be to able to sit back leading a team of personal trainers in my gym, or even across multiple gyms. But I know I would like to continue as I enjoy helping people!

What is your biggest success story? I would say opening my very own gym Samien Fitness. My friend and fellow coach Sam Duckworth and I had a dream and we accomplished it! Now we look forward to see how we can improve, expand and to build even more!


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Big Interview We meet Craig Young, Managing Director of Craig Young Consulting/CYC Fitness, a Specialist Gym Design & Fitness Equipment Supplier How did you get into the fitness industry? It was really my love of golf, inspired by my Dad, who was a Golf Club Professional, that set me on the fitness trail. I started my career as an Assistant Golf Professional, and at the age of 20 began working as Golf & Fitness Manager at JJB Sports, one of the largest and most successful retail stores in Chester. In 2004, Johnson Health Tech, a subsidiary of Matrix Fitness, opened a Fitness Superstore in Chester and I left JJB to take up the role of National Sales Manager for Johnson Health Tech. Working for large, successful companies whetted my appetite to start up my own business, and so in 2015 Craig Young Consulting was born. Initially, the focus was on supplying quality gym equipment, but the business has since evolved into something much more specialised and unique.Â

Tell us more about Craig Young Consulting We design for, and supply premium fitness products to Health Club Operators throughout the UK and Ireland and, more recently, further afield. Our experience in the Fitness Industry, spanning two decades, has provided us with the skills and understanding of how to build a loyal client base and secure a thriving gym. We are passionate about health and fitness, and provide a turnkey solution that transforms our clients’ vision into a stunning reality. Starting with an initial idea, we manage every element in the creation of their dream fitness facility, and guide them on their journey to success. 33

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Tell us what sets Craig Young Consulting apart from its competitors. We offer a unique, premium service. The industry is entirely service led, and people need to talk to people. We are always here to communicate, not merely to sell equipment, but to truly listen to our clients’ requirements, share our expertise and advise as we know how. Using the latest 3D technology, we can achieve state-of-the-art, bespoke designs that create both inspirational and practical fitness spaces. We always keep our clients’, identity and budget at the forefront of every project. Accompanying our unrivalled advice are exclusive, innovative products that we have complete control of. At Craig Young Consulting, we are immensely proud to be the sole distributors of Battlerope ST, Gym Wipes, HiTrainer, NuFit, Training Wall and The Abs Company TireFlip 180. We offer niche equipment and the most versatile solutions, so we are not competing against numerous other products or brands. Our clients are attracted to inventive equipment, and constantly looking to improve their facility, so they remain loyal to us and grow with us. It is hugely satisfying to work with gyms like Revolution Personal Training Studios in London. The owners started out with one studio in Islington and have expanded their empire to four, with the forthcoming grand opening of Revolution Holborn. 34

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What are the biggest challenges you face in your business? In an ever-changing industry, our biggest challenge is keeping up with the latest trends and equipment to ensure that we bring the most exciting and highest quality products to market. Through our travels and contacts overseas, and our hunger for innovation at the heart of everything we do, we are confident we will continue to rise to that challenge. As distributors, we have to select products that are competitively priced for the market, taking foreign exchange rates and import duties into close consideration, particularly following the uncertainty that Brexit has brought. However, the fitness industry is constantly growing and, whilst we continue to adapt, we are optimistic we will grow with it.

What are the best lessons you've learned from the fitness industry? At Craig Young Consulting we are always honest and reliable, and have learnt to be realistic in our approach to the services we offer. Over promising and under delivering is risky, and you cannot profess to be an expert at everything. When offering the complete, turnkey solution it is important to assign true professionals from different areas to assist and give their expertise. Good delegation and management of the people supporting your business are essential factors. It


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is crucial that they share the same high standards and belief in exceptional customer service which, in our case, is so personalised that we should perhaps utilise other industry professionals to delegate more than we do at present.

What’s next for Craig Young Consulting? We intend to continue to offer first-rate gym consultancy, equipment and a bespoke service for our clients, no matter how large or small their facility and budget may be. We have lots of exciting projects in the pipeline for 2018, primarily focussing on boutique gyms and the hospitality fitness market. The launch of our boutique gyms website is now imminent, and the face of hotel fitness is about to change rapidly. We are thrilled at the prospect of taking fitness to a more inspirational and luxurious level.

In your opinion, what is the current state of the UK's fitness industry? The UK’s fitness industry is booming, and organisations like UK Active, to which we have recently subscribed, are doing all they can to promote fitness an integral part of everyday life for our physical and mental wellbeing. One in every seven people in the UK is a member of a gym, and the fitness private sector is on track to hit milestones in 2018. Wearable

technology and performance trackers continue to evolve to engage and immerse people into fitness. There has also been a very interesting movement towards strength training, particularly targeted towards females, expelling the myth that weights make ladies bulky. Craig Young Consulting believes that the benefits to creating a fitness community are enormous, whether that may be at a park boot camp, local leisure centre or boutique studio. People love the social and motivational aspects of working out in a group, and their expectations are very different from how they were even 5 years ago. Nowadays, goals and results are all important, which is why the whole experience needs to be fun and exciting. The camaraderie, personalised training programmes and whole fitness environment have to be just right to achieve those goals.

"We are always here to communicate, not merely to sell equipment, but to truly listen to our clients’ requirements, share our expertise and advise as we know how" january 2018

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©2017 Core Health & Fitness LLC. All rights reserved. StairMaster, and the StairMaster logo are registered trademarks of Core Health & Fitness, LLC. #17-00253


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How to Stay in Shape Through All Seasons Merve Akkaya, Professional Bodybuilding Athlete, Bikini Fitness Model and Wellness Coach, knows how to stay in shape irrespective of the season. Many people, especially women don't believe that this idea, staying in shape throughout the seasons, could be real... I can tell you, it is real! I am a professional bodybuilder, a BodyFitness athlete. I represent my country all over the world, several times a year. I am also a professional model and a wellness coach. I have photo shoots globally, throughout the year. On top of this, my clients and followers should see me fit and in great shape in all four seasons year. So, I know how to do it. To start of your year, in this very first issue of 2018, I am sharing my secrets with you to make it a reality this year! Here you are, my top five tips to stay in shape throughout the whole year.

1) Make Mirrors Your Best Friend Us professionals are addicted to looking at mirrors. Why? Because we are always checking our body, form and beauty. Have you ever thought about how many times you look at yourself in a mirror in a day? You may want to think twice! Knowing your body, shape and condition is probably the most important information that you should know when you think about the shape that you are in, and want to be in. Try to be realistic and objective when you look in the mirror. For example, do you see that your stomach is little rounded? If so, you know what shape and condition you are in, you can see the problem, and therefore find the solution.

2) Eat Clean, Train Dirty Yes, the authorities of the human body are right! Try to stay on track all the time, but you don't have to go on january 2018

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strict diets when you need to lose weight for summer. If you always feed yourself clean, you will not have to inflict that classical torture on yourself. Training should be your daily activity, going to the gym and also regular cardio workouts should be part of your daily routine, just like brushing your teeth. If you eat clean and train hard everyday, there will be no negative changes to your body.

3) Read and Calculate Eating clean should come from a process of clean cooking. If you are a good cook, consider yourself lucky. You should always calculate your carb intake, your protein macros and your daily calorie intake. Every pre-packaged food has the relevant macros and calories noted on the label. If you chase your calories and macros daily, your authority will command your body. Remember, you look how you eat. If you exceed the calorie intake according to your BMI, you will gain weight – a simple matter of energy in vs. energy out. If you are not bulking and trying to stay in the same condition, you should not exceed your caloric intake. Read it, or leave it...

4) The Rhythm of Your Life Many people are not going out for a morning jog or a nighttime walk. This is precisely why I believe that their bodies are not working to the best of their potential. I have discovered that, when I do my cardio workouts regularly, I am not gaining weight nor am I losing my shape. I do cardio twice a day, both in the morning, and at nights before I go to sleep. Even I sometimes have a cheat day, but my shape stays the same. I feel my body is like a non-stop working factory machine. It is about achieving the balance. Cardio workouts also make me feel just like I do following meditation - relaxed and full of joy.

5) Keep up the Motivation Motivation is important. You should first find out what kind of things motivate you. Some people motivate themselves with a goal, some people are more like revenge takers, and some are both! Think about the most precious thing that you have succeeded at. What was you biggest motivation to make you succeed in that? Find it, and make yourself remember. Whenever you look in the mirror, just try to remember what your biggest motivation is. What will it be tomorrow? Try to love yourself. Have a great New Year! I hope that 2018 will bring you all that you dream of! Keep dreaming, and stay in shape! Regards from Turkey. 38

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Top Tips for Doing Business & Getting Paid Dewi Fox, Managing Director of ARC Europe, alongside a case study on David Lloyd around managing and collecting membership fees, gives his Top Tops for doing business and keeping the cash flowing. Managing cashflow goes beyond the collection of membership fees. It includes the relationships gyms and other leisure facilities have with their suppliers and the wider customer base.

KNOW YOUR CUSTOMER:  Check the exact name and legal status (you'll need this if you ever have to take legal action to recover a debt)  Use headed paper to verify company details  Make sure the order is from the same entity  Use a reference agency to further verify details and check their credit status  Ask for references from other suppliers and check them (and other suppliers) out.

AGREE PAYMENT TERMS BEFORE YOU SUPPLY  Don't assume you'll be paid on 30 days or end of month following  Set out payment terms in writing and try to get written acceptance  Make sure customer's order doesn't suggest different terms  Set out penalty (late payment charges and interest) if payment is late - you don't have to invoke them but the right to do so is useful.

INVOICE ACCURATELY, CLEARLY AND PROMPTLY  An invoice can't be paid until it's received  An invoice won't be paid if the goods or services aren't clearly specified  An invoice won't be paid if the customer's order number isn't quoted 39

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 An invoice won't be paid if it's sent to the wrong address or has the wrong company name on it  A disputed invoice won't be paid.

DON'T BE AFRAID TO ASK FOR PAYMENT - IT'S YOUR MONEY  For large or important amounts - telephone before the due date to make sure everything is OK  Make immediate contact when payment hasn't arrived  Be assertive about what you expect and when you expect it  Make the consequences of non-payment clear  Follow up promises to make sure they're met  Do what you say you're going to do when you said you were going to do it! Download one of CICM’s managing cashflow guides http://www.cicm.com/resources/cashflow-guides/

Fit for Purpose Managing the expectations of members of one of the UK’s leading health and fitness groups, David Lloyd Clubs, is a daunting challenge. Giving exceptional levels of member service and continually demonstrating value for money are critical not only to attracting new members, but also to retain the existing membership numbers. With 83 clubs in the UK, more than 486,000 members, collecting fees can be a delicate balance, especially when a payment becomes overdue. Finding this balance becomes more delicate still once a payment moves from being overdue to an actual debt that requires recovery, and the need for third-party support. Steve Empson, Group Central Membership Manager, is the man tasked with satisfying the Group’s commercial needs, without adversely impacting its reputation. Steve set up the collections team from scratch, using credit industry trade shows to gain insight into the latest collection methods, technologies and techniques and establishing new processes to be deployed in-house. For the first 30 days, outstanding debts are managed within his team, before being outsourced to a specialist provider, ARC (Europe), with 40

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whom Steve has worked for more than 10 years. “The accounts we outsource have already gone through our collection process, and any disputes identified, so the ARC team receives a ‘clean’ list that helps to avoid any misunderstandings or the likelihood of complaints,” he says. “Although our debt is not regulated by the Financial Conduct Authority, we benchmark our own in-house team and our external partners by the standards the FCA has set in terms of offering forbearance and Treating Customers Fairly (TCF), and this similarly helps keep complaints to a minimum.” Importantly, Steve explains, his team has a much wider role than just debt recovery, and therefore a much wider appreciation of customer engagement. Membership satisfaction and retention is of the utmost importance to David Lloyd Clubs and in working with ARC, he similarly expects that same level of positive interaction, re-engaging and re-habilitating members wherever possible. “Debt management in a members’ focused business like David Lloyd Clubs needs to be dealt with sensitively. Sometimes a debt is the result in a change in the individual’s personal circumstances, but it might also be that they have moved address without telling us, and we have been unable to connect. In all cases, we are transparent: members are informed that they will be contacted by our administrative partners, ARC, and sometimes the intervention of a third party in itself is enough for a payment to be received.” Steve measures both his in-house team and external providers using a balanced scorecard and recording all calls. They also meet in person at regular intervals, to review best-practice and share common experiences. In exceptional cases, a further tier of doorstep collections can be used, and even litigation, but only ever as a last resort. In terms of his relationship with ARC, Steve says that the key to their longevity has been trust: “We have an excellent reputation and need to work with partners who understand us, and who understand the leisure industry,” he continues. “Because ARC also works with banks, and is FCA authorised, we have been able to benefit from the new standards being demanded. “Working with ARC means that our members are being given the same fair treatment they would receive from my own team, and we are able to maintain one of the best retention rates in our industry.” 40


experience

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

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FITNESS

THE START OF A NEW YOU? Chris Zaremba, our Fitness Over 50 Expert on guidelines, not resolutions. t’s that time of year again, when the fun and joys of Christmas and the New Year festivities are over, and perhaps you or people you know are planning for a new approach to life for the coming year. Such things are normally called ‘resolutions’, but I’ve found that anything you have resolved to do is easily broken, often in a few days. The worst thing about resolutions is that people often say they are going to spend more time doing things – such as gym, walking a set number of steps per day, cooking proper meals, going for regular runs – but don’t identify tasks that they are going to spend less time on. The day still has 24 hours, and more time on something means less time on something else. Best to identify this and agree it (with yourself) first, if there’s any chance in the resolutions continuing. Once resolutions are broken - even a little bit – they are too easy to totally jettison. Far better to have a few guidelines to try to follow. If you slip a bit off course, then you can resume your following of the guidelines, either fully or to some extent, without feeling the wagon has disappeared into the setting sun for another year without you on board. Nowhere is this more true than in my favourite subject, which is fitness in the over fifties. At age 50, I was – and I don’t like the word, but it is technically correct – obese, and heading for some major medical nasties. But in the next four years, I lost around a third of my bodyweight in fat, and increased my fitness levels significantly. And I have kept the bodyfat off, and improved a bit further on the fitness scale, for the years that followed right up to my current age of 61. I ‘m now keen to help anyone, especially those like me in 42

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FITNESS

And since this isn’t a resolution but a guideline, feel free to break it if you have reasoned it through and decided to go against the guideline on special occasions – but don’t go against it on habit or as a default action; logic it out and if the situation merits it, leave the guideline behind for that occasion. But don’t have too many of these exceptional instances – come back to following the guideline after the special event. There are no number recommendations as part of this guideline – just think about what is best for your body and try to choose the best option as often as you can. If you feel like some choc digestives, what is better – two of them or four? One or two? And what’s better than that? Of course, there’s lots more to my suggested fitness approach than just this – but just try to follow this one guideline, for as much of the time as possible, and you will make significant progress, I assure you. the better half of their first century, to both increase their fitness levels and reduce their fatness levels. I’ve a range of tips and techniques that you can use as these guidelines, but in let me give you just one sentence as my top guideline and recommendation – Do more of the good things for your body, and fewer of the bad things. No-one actually reaches the glorious half-century without some knowledge of what the good things are and what the bad things are – go on, a little test – Pizza or chicken salad? Chocolate cake or fresh fruit? Walking 15,000 steps a day or driving everywhere? Orange juice or glass of red wine? Taking the left side of an escalator and climbing or riding it standing on the right? Driving to the burger-and-fries drivethrough or walking to the greengrocers and butchers? Not exactly difficult, at our age, to know the correct choice at this level. (Except perhaps the fourth one - it was the red wine, not orange juice, that gets my thumbs-up). So my number one guideline for you (and for you to pass on to those that may benefit) is really to consider your actions – especially in the movement and eating & drinking areas – and decide if what you are about to do as an action really is one of the good things for your body, or the opposite. And try to do the right thing as often as you can. Tied to this is a little bit of coming to terms with the fact that you have responsibility for the choices you make in these areas. You (and only you) are responsible for what you eat, and how much you move.

If you find this all a bit easy and want to go further than this, go ahead – but it’s important not to go overboard on the exercise front too much, too soon. If you (or someone you know) wants to join a gym, do so – and if you do, seek out the advice of a personal trainer; any good one will conduct an assessment of your current condition, your goals and will create a plan to help you achieve the objectives you have. Or maybe you feel like taking up jogging or running ; again, take some advice – and don’t leap into any substantial exercise programme unguided. It’s very easy to end up drained and uninspired, or worse, injured – without some constructive comments on the way. And If you’d rather not get some one-to-one advice, then the good news is I’ll be your personal trainer and advisor on nutrition here every month throughout 2018 – I may not have your exact requirements to hand, but I’ll give some nutrition, movement and lifestyle tips that would benefit everybody, and with a bit of fine tuning on your part, will benefit you in particular.

I’ve found it’s very easy to let your decision-making slip away somehow, especially in a group of people, and by some level of peer pressure make a choice which is against your new guidelines. It’s going to be tough to select a different option either from ones you have chosen regularly before, or from the ones being taken by others around you – but New Year is probably the easiest time to make such a choice and be able to explain the new you that you are working towards – should anyone around start to criticise your selected route. Chris Zaremba of www.FitnessOverfifty.co.uk is a fitness consultant and personal trainer specialising in the over 50’s. He follows his own advice and is the current World Champion Muscle Model and Fitness Model for his age group. He writes for us every month, and always welcomes comments and questions on Chris@FitnessOverFifty.co.uk january 2018

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experience

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january 2018


OPINION

Personal Trainers: The Untapped Resource To Boost Member Satisfaction And Retention Rates Tristan Hill, Owner of Atlas Sports Conditioning, on utilising your PTs for increased retention. For most gyms, Personal Trainers are a stock standard feature in their list of services, but as a gym owner you know that for your team to be a draw card for members, you need the cream of the crop. When a PT comes for an interview and brings experience, passion, is highly educated and charismatic to boot, you will block the door of your office with the Smith Machine until they have confirmed they can start on Monday. But unfortunately, with the statistics pointing to the vast majority of PT’s leaving the industry within 3 years after they have started, the truth is that your selection options will likely have less experience, less confidence and will need your support to live up to members’ high expectations. january 2018

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OPINION

The fitness industry as a whole is moving away from simply providing the cheapest membership and towards full service facilities that retain their members in the long term, and for good reason. We now understand the value of member retention as a long term business success strategy: it reduces running costs as well the strain on limited human resources. But to do ‘member satisfaction’ well and keep members from heading to the newly-opened, fad-fitness facility up the road, you need specific and actionable strategies that continue to WOW members with added value every time they swipe in. Sure, the PT’s will tell you that they perform the ‘high end’ service in your gym, where members pay extra for a specific 1-on-1 program tailored to their needs, as well as some hand-holding and ego-stroking to keep them accountable along their fitness journey - but this attitude (especially from a team of average trainers) is likely to contribute to a revolving door of members. The average member these days knows exactly what they want and what they need from their PT. Anything less will fall short and a team of run of the mill PTs demonstrates a massive missed opportunity to provide solid value with a membership. And the reality is that usually the gym owner is the one hand-holding and ego-stroking the PTs as they struggle to attract their own clients and retain them on the books. Mentoring your PTs can take up a lot of your time – I know, I am a PT Manager and Educator by trade. And mostly those weekly meetings are based around education: business skills, client case studies, article reviews and generally improving their personal training skills. But the content can be ad hoc and without a lot of effort to build your own annual program of mentoring it may not reflect your overarching business principles and direction. More worryingly, these weekly sessions are unlikely to produce a direct improvement in member satisfaction rates outside of those members who actually employ one of your trainers. That’s not very efficient use of your own time, let alone theirs. The question is: how exactly do you turn it around and 46

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develop a team of self-sufficient, highly-educated, valuefocused fitness professionals that improve your member retention like a well-oiled machine? Your first option is to outsource your PT education to someone like me, who has built specific education products to develop a PT’s skill base to the benefit of both the trainer and the gym they work for. Having an outsider help to identify specific skills gaps in your team, match them to your business goals and then provide the education saves you a lot of time and hugely boosts results. Your second option is to change the way you educate your PTs. You need to identify the areas where value can be increased based on feedback from your current members and target market, and then move to assign those specific member-satisfaction-boosting activities to the PT team over a period of time. This needs to be in coordination with specific training for that activity, showing the PT how the change has the potential to benefit their own client base. Change management is tricky at the best of times, but education and up-skilling is always key and as Richard Branson says, “Train people well enough so they can leave. Treat them well enough so they don’t want to.” Here are my top five value-based PT tasks that will boost member satisfaction and retention rates. If you don’t know how to up-skill your trainers in these areas, find someone who can.

Assessment The first few experiences a new member has with a gym goes a long way to defining their long-term relationship with the club and the initial consult with a PT is a critical element of that. This is a time to help define goals, set actionable steps, recommend specific in-house services that can assist the member and show off the trainer’s knowledge, skills and genuine care. Without specific engagement with a fitness professional, how are you supposed to make genuine change to a member’s reality? Also, a PT with a solid assessment process including tests


OPINION

for ROM, neuromuscular patterning, dynamic movement and activation should be able to pick up any musculoskeletal ‘red flags’ even if the client is asymptomatic. With their new training, at-risk members will become a few kilos lighter and a bit fitter but in pain – which doesn’t bode well for your retention rate. On the other hand, identification of concerns in advance will directly increase satisfaction rates and lead to increased interaction with additional services and wordof-mouth marketing (not to mention PT uptake).

Prehabilitation Personal trainers aren’t expected to be able to relieve pain from injuries. However they should have the skill set to identify the red flags (via their assessment process) and provide a program for the common neuromuscular dysfunctions and imbalances that contribute to chronic and generic pain. This insight or programming can be delivered at the initial assessment, on the gym floor, during a PT session, or at information evenings addressing pain/technique/ posture etc. Postural issues are so common you could put a KPI around each PT seeking out and helping a couple of members a week with some prehab information. This is a win:win - value delivery for members and lead generation for trainers.

High Performance Performance is specific to your target market, and the interpretation of skills your Ps require to deliver value is up to you. For example, can your Personal Trainers cater for the specific needs of weekend-warriors doing fun runs, playing football, adventure racing or skiing? Do they understand the different demands that an occupation places on members and can work with them to improve their performance? Also, do your PTs have actual coaching skills while running a small group session? I.e., do they count reps and call stop or do they have the ability to manage a circuit timer, motivate a class and give individual feedback while remembering everyone’s name?

Periodisation and long-term programming While working with their clients, PTs should be applying periodisation principles even if the client does not have a specific sports or competition goal. This long term view maximises results around planned holidays, weekend warrior competitions or events, body transformation goals (e.g. for a wedding, bodybuilding comp), even elective surgeries. Also, your PTs should have a wide ranging skill set and be able to take a client from beginner to goal achievement, then beyond. Responding to long term changes in interest or needs such as transition into endurance or power sports, acute injury recovery, field sports, pre/post natal training is a huge boost to service delivery and hence value directly from their membership. It’s also a crucial element of building their wn clientele, so is not to be taken lightly.

Personal Relations Skills: Gyms can be intimidating places, even to the regular gym-goer. And the less fit someone considers themselves to be, the more intimidating fit people are! And that goes for your PTs too. The responsibility of breaking down these barriers needs to fall largely with the PT team. It’s so simple, but requiring them to walk the floor and openly chat with members, offering to spot them and coach their technique for a few sets brings untold value and wow factor to members. They feel welcomed, cared for and engaged. Making members feel comfortable in the gym will build a long-lasting positive feeling and in turn a long-lasting membership. So simple, yet do your trainers actively contribute to building relationships (and generate themselves leads at the same time)? If you are looking for ways to boost your membership retention rates, start by looking into your personal training team. Incorporating these five things into their education could hold a very simple key to getting things going for you, with minimal effort and no extra marketing expenditure. january 2018

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DECEMBER 2017


NUTRITION

MEATLESS MONDAYS FOR ATHLETES Louise, Lulu Weasel, Brand Ambassador for Bio-Synergy and U52 GBPF English Champ 2017, on why meatless may be beneficial to you and your training Plant-based diets are becoming increasingly popular given a greater awareness around animal ethics/rights/welfare, the production of meat, and environmental concerns. Also for health reasons with many traditional Eastern practices - including vegetarianism – and increased awareness of food allergies and intolerances inspiring detoxification, cleansing and weight loss diets. Whatever your reasons, as an athlete or regular gym goer there many benefits to eating less meat without compromising your training and performance goals:

 A diet with a larger vegetable, pulse, grain and fruit component significantly boosts your micronutrient intake. Micronutrients –vitamins and minerals - are essential to health and wellbeing.  Meat-free days give the digestive system a ‘time-out’ from the tougher job of processing meat (particularly red meats, fattier cuts and pork). This means time to heal for improved gut health, and hence nutrient absorption i.e. more efficient absorption and use of nutrients obtained from food/drinks consumed. This is also a benefit of intermittent fasting. january 2018

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NUTRITION

 Plenty of leafy green vegetables, berries and other colourful vegetables help with various processes that assist the body in breaking down and/or flushing out toxins and metabolic by-products. This helps the body manage recovery and inflammation. Also, with maintaining a more alkaline state (refer to previous point regarding gut health).  Regular, healthy bowel movements!

Although a plant based diet is not for everyone, most including athletes - would benefit from adopting sustainable, regular meat-free days over juice-cleanses, ‘complete’ shake and/or meal replacement bar approaches (typically low fibre, high sugar/alcohol sugars, low protein approaches that do not support athletic performance). Still worried about hitting your protein requirements?

 Reduced intake of saturated fats associated to heart disease

A meatless day with an adequate intake of protein is easy:

 Redresses a good macro-nutrient balance i.e. offsets over-eating of protein and/or good fats (key to weight management/maintenance)

 Start your day with eggs; vegetable omelette or frittata.

 More sating meals due to the higher fibre content (fibre can only be derived from plant based foods). Again, this can help with weight management/maintenance goals.  More colourful, varied, and appetising meals!

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 Lunch could include a serving of tofu/tempeh or a sandwich made with a high protein bread.  Snack on a high protein yoghurt, quark or cottage cheese with sunflower or pumpkin seeds and berries or a small handful of nuts.  Have plant-based protein shake post-workout. Try the


NUTRITION

Bio-synergy ‘lean and green’ vegan protein powder.  A high protein plant based pasta (bean, lentil, edamame based) in tomato sauce with roast vegetables for dinner. In fact you will probably be close to exceeding your protein requirements by the time you include incidental protein; nutritional yeast (use to season food and enjoy the light cheesy taste), cheese, nuts/nut butters, seeds, roasted chickpea/pea snacks, quinoa, bulgur wheat, beans, peas, hummus, oats, BCAA drinks and/or a protein bar (some contain gelatine which is an animal derived binder – check the label for vegetarian or vegan friendly markers/text). The one challenge can be that some vegetarian protein sources mean a higher carbohydrate intake; prioritise these foods around your workout – i.e. pre and post workout – and gaining additional body fat at the expense of a meatless day or two a week needn’t be a concern. Fortunately, there are so many varied, interesting vegetarian options when eating out. Similarly, the fitness industry has seen a surge in ‘food prep’ companies with a growing niche of those that genuinely cater to vegetarian and vegan audiences. If the idea of innovative, interesting vegetarian cooking seems a bit of a challenge, have you considered the option of using one of these but supplementing with your own protein source e.g. salmon, eggs, turkey? Not only will you be doing yourself and the environment a favour; you’ll be saving on time in the kitchen! And remember, you don’t have to wait until a Monday to #makeithappen……

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NEXTISSUE February issue features include:

Weight Training// Rehab//Lockers and Changing Room Facilities //Wearable Technology and Software//Training Courses//Product Innovation//Wellness & Coaching//Alternative Workouts To advertise alongside these features, contact: Paul Wood: 07858 487357 pw@gymownermonthly.co.uk


experience

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

HOW CAN I DESIGN MY GYM ON A BUDGET? Karl Hayes, Group Operations Manager at Impulse Leisure Take greater control of every stage of the project to save money and create amazing environments that hold up to high customer wear and tear. For years we employed large specialist contractors and as times got financially tougher they became more expensive and less flexible on design and finishes. The quality of the materials at times meant we weren’t always happy with the end results. I knew we could get better results if we had more control and flexibility to work closely with a local contractor, so we decided to take it in-house We have taken much of our design influence from the retail sector, which understands the need to create engaging environments. To be engaging doesn’t mean lots of super fit fitness images; it’s about making a space that makes people feel comfortable, welcome and happy. We want all of our clubs to have a unique feel, so from an initial concept we create mood boards to give a strong direction to the architect/designer. They then pull these ideas into a design flow that really pops. From these conceptual images we are able to work with the contractor to discuss suitable materials that are visually inspiring, tactile, low maintenance and cost effective. The build then focuses on strengthening

the high demand areas to ensure their durability, whilst saving costs on the low traffic areas. Our gyms are designed to last. We choose robust materials that will stand up to heavy usage and will be be easy for our staff to maintain and clean. We tend to use a lot of treated wood, such as pallet wood and beech, as well as low cost materials like OSB board, which can be really effective in the right areas. Chequer plate and high-density rubber future-proof your free weight areas. To ensure it doesn’t look cheap, use signature items to balance the look and then top it off with furniture and knick-knacks. By designing your own gym, you can keep control of costs and get a fabulous looking space that your customers will love. It’s great having a gym that works for you, your team and your clients at a fraction of the cost charged by large companies. And they last longer. Our first project using this approach is The Gym Hub in Wickford, which is now in its third year and apart from touching up some paintwork scuffs in the changing areas and a regular steam clean of the floor, the facility looks as good as new. If we hadn’t designed it ourselves, I don’t think it would be in such good condition today.

january 2018

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ADVERTISING FEATURE

Gym Germs Are Matter, But Gy Get a Grip on T

You may have invested in some dazzling décor and state-of-the-art equipment for 2018 that will have new members flocking to your facility. However, be mindful that perspiration drops won’t keep your kit sparkling for long, or your clients smiling. No matter how exciting your equipment may be, or how close your gym community is, nobody wants to share sweat. Thomas Dolan, director of sales for gym wipes manufacturer 2XL Corp says, "One of the biggest consequences of dirty equipment is unhappy members," and those consequences also reach well beyond aesthetics. The spread of germs and viruses through contact with equipment is a serious health concern. A recent gym study showed that free weights can harbour over 300 times more bacteria than a toilet seat, and that that bacteria, predominantly gram-positive cocci and gram-negative 54

january 2018

rods, can cause skin infections, pneumonia and even septicaemia. Where surfaces and equipment are regularly cleaned however, there is significantly less absenteeism, among members and staff, with the probability of catching the common cold and influenza reduced by 80%, and virus transmission by up to 60%. Bacterial residues are not only harmful to gym users, but also the equipment. Oil and dirt left behind can interfere with sensors that track heart rate and performance, as well as lead to the deterioration of equipment padding. The approach to maintaining gym cleanliness needs to be a realistic one. Most fitness facilities don't have the staff required to clean each piece of equipment after every use. Instead, they rely on members to wipe down their machines when finished by offering either spray cleaners or wipes. Both can be effective, and users are generally responsible and willing to take control of their workout environment, but good hygiene education and appropriate products can make all the difference. At Craig Young Consulting we hasten to


ADVERTISING FEATURE

e No Laughing ym Wipes Can The Grime

add that an old towel in its fourth week of use without so much of a whiff of fabric detergent cannot be included! We are shocked to testify to the existence of these nationwide. A perfect solution for most fitness suites is 2XL Corp’s Gym Wipes®, the industry’s leading sanitising wipes. They are pre-moistened to consolidate the spray and wipe into one action, and conveniently pre-saturated with correct levels of disinfectant and guaranteed to cover more surfaces evenly. The EPA registered formulas kill 99.99% of bacteria, viruses and fungi, without the use of harsh chemicals. The soft wipes are alcohol and ammonia-free for gentle cleaning, and have the lowest residue formulas on the market, making them safe on electronic panels, streak free and environmentally friendly. Gym Wipes® are recommended and certified by leading equipment manufacturers Cybex, Kaiser, Life Fitness, Matrix Fitness, Precor, Pulse Fitness, Scifit, Star Trac, True Fitness and Woodway, and come with an impressive range of stands and dispensers to keep your facility looking clean and

stylish. To give your dispensers the status and identity they deserve, there is also a bespoke branding service offered by Craig Young Consulting, exclusive stockist of Gym Wipes® products. Whatever your choice of gym cleaner, be sure to select the right products for your facility and clients, bearing in mind that sprays can be unsuitable and even shorten the life of the latest touch-screen consoles. Gym hygiene can easily be overlooked, but it is essential to the whole fitness experience. Everyday cleanliness can be achieved with convenience and consistency. You owe it to your members, and they have a collective responsibility, to maintain a gym that is polished as they strive to be. For more information on the Gym Wipes® range  www.craigyoungconsulting.co.uk  www.gymwipes.co.uk  www.boutiquegyms.co.uk  info@craigyoungconsulting.co.uk  01978 812829 january 2018

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Appoin TRENDS

A round-up of industry movers and shakers

SUE ANSTISS AWARDED AN MBE Sue Anstiss, the CEO of Promote PR, has been awarded an MBE in the New Year’s Honours List 2018 for her services to grassroots sport and women’s sport. The prestigious Queen’s honour is in recognition of Sue’s unwavering support for community sport and her work to raise the profile and increase the impact of women’s sport.

happen and take action. “Sue’s passion for grassroots sport is extraordinary. Over the past 25 years she’s been a woman on a mission to get more people playing sport more often. “Sue’s made a significant contribution to increasing the profile of female sports role models through her work and the time she dedicates as a board member of the Women’s Sport Trust Charity, of which I am a Patron. She also generously provides pro bono time of her team at Promote

Over the past 25 years, Sue has volunteered her time to lead and support a number of local and national charities. She is currently Chair of Get Berkshire Active, a founding Trustee of the Women’s Sport Trust and a non-executive director of the County Sport Partnership Network. Her previous roles have included being non-exec director at the British Association of Sports Sciences (BASES), ProActive West London and ukactive. Promote PR, the sports and fitness PR agency Sue founded in 1994, also donates 10% of its time to charitable causes every year.

PR to increase media coverage and attract more commercial

Commenting on Sue’s award, Kate Richardson-Walsh OBE, former GB and England Hockey Captain and Gold Medallist at the Rio Olympics, says: “For me Sue is the ultimate inspiration. It is one thing to ‘want’ to make a change for the better. It’s an entirely bigger thing to actually make that

been extraordinarily proud to hear that his daughter had

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funding for women’s sport.” Sue says: “I was so surprised and incredibly humbled to receive such a prestigious award. I feel hugely honoured to be recognised in this way. “At times like this, it’s natural to think about making your loved ones proud, so receiving this award is slightly tinged with sadness. My dad, who was the ultimate sports fan, passed away earlier this year. I know he would have been awarded an MBE. It’s a great tribute to a man who encouraged his daughter in sport as much as his three sons; someone who recognised ‘great sport is great sport’ whether played by men or women.”


ntments TECHNOLOGY

New Facility Manager Appointed at Fitness Flex Mansfield FITNESS Flex Mansfield has appointed a new facility manager; Tom Desborough Tom started his career with centre operator BPL six years ago as a fitness instructor at Dearneside Leisure Centre before working his way up to general manager at Fitness Flex Pontefract, where he has helped grow membership at the club from 1,600 to 2,100 members in 18 months. Going forward, he will split his time between both sites; reporting to regional manager Tom Galvin. Tom Desborough said: “The response from members and staff at Mansfield has been wholly positive and that’s been evident in the improvements which have already taken place here. “There has been a challenge considering the proximity of the sites, as they are our furthest north and furthest south, but both sites have responded fantastically. “I’m looking forward to managing the investment at this site. The goal for me is to eclipse the

success of Pontefract in terms of numbers and performance and prove that the two sites which we operate outside of our local authority management contracts in Barnsley and Bassetlaw are also successful business models. “I’m excited to be a part of BPL’s journey going forward and Mansfield will be at the heart of that.” Since taking over the role late last year, Tom has already made several improvements, including changing weekday opening times from 6.30am to 6am to respond to customer demand and revamping the club’s group exercise timetable. Further investment to improve the customer journey and joining experience is also planned for the next few months. Tom Galvin added: “One of the reasons why Tom is tailor made for this position is because of the work he has done in Pontefract. “Senior management have a lot of trust in him and he deserves the chance to work at this site. He has a real opportunity to put his stamp on things.”

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Gym Owner Monthly Magazine Issue 22 January 2018  

Digital publication dedicated to gym owners and health & fitness professionals.

Gym Owner Monthly Magazine Issue 22 January 2018  

Digital publication dedicated to gym owners and health & fitness professionals.