Page 1



ISSUE 26 // May 2018



SPINNING® Towards Su c c ess

PT of the Month James Griffiths from

Wild Training Gym

Aspire InstructAbility HOW TO MAKE



Taz Dunstan







Welcome... …to the May 2018 issue of Gym Owner Monthly Magazine. FIBO 2018 has come and gone, and by all accounts, it was a successful show - the final report is on pages 11 - 15. Sadly, being across the pond, I was unable to attend, but I was pretty excited to hear that FIBO USA will be taking place in my neck of the woods in December. Hopefully, I will get to meet some of you there! I am also happy to announce that we are the official Media Partners for Aspire InstructAbility, a fantastic charity that has been pioneering greater inclusivity in the leisure industry for people with disabilities - turn to page 26 to find out more about the great things they are doing! On top of this, we have some great features lined up for you, from our Cover Star Taz Dunstan’s opinion on the potentially dangerous shift in the industry on pages 16 - 18, to our double article feature on Recruiting a PT on pages 20 - 24, right through to Refurbishment on pages 38 - 40, we’ve got you covered. We hope you enjoy the issue!

Nicky & The GOM Team


Nicky Sefke

Keep up to date

The only fitness industry magazine


Paul Wood Tel: 07858 487 357

Sonja Sefke

  @GymOwnerMonthly  gymownermonthly


 @GymOwnerMonthly  gym-owner-monthly-magazine

COVER MODEL: Taz Dunstan

endorsed by British Weight Lifting © 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.

MAY 2018


Contents TRENDS




41 38



06 67


I’ve Got Strategic Market Intelligence...Now What? Chris Phillips explores how you can make use of the data you collected.

20 58


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



46 58


Is the Fitness Industry Now a Hazard to Our Health? Cover star Taz Dunstan on the shift in the industry.


Owner of the Month Grange Fitness’ Matt Brennan on keeping it simple and growing gradually.


PT of the Month We meet James Griffiths from Wild Training Gym.


Don’t Chase the Fads We meet Team Indigo for our Big Interview.

MAY 2018

Are You Amundsen or Scott? Daniel Nyiri looks at why planning and preparation can get you further in business than just doing it.



How to Ensure Your Next Refurbishment Gives Your Club a New Lease of Life



31 34

64 44

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



Spinning® Towards Success Abigail Harris looks at how Spinning® can be integrated into a boutique environment.


What’s Hot This Summer & How to Benefit from Indoor Rowing & Cycling Matt Gleed discusses the best ways to make use of bikes and rowers.


How to Make HIIT More Accessible to Your Members


11 64


Top Ten Fitness Tips Chris Zaremba shares his top tips.



Aspire We find out more about the charity and the education they provide.



FIBO 2018 The Final Report



Ask the Expert

We're always seeking contributors, if you're interested in writing for us then please contact: MAY 2018





What’s hot in the fitness industry

Fuelling Ambition –

Ethical coffee company, Paddy and Scott’s, moves into the fitness sector Scott Russell, Founder and CEO of Paddy and Scott’s coffee, marked the company’s move into the fitness sector by appearing as keynote speaker at this year’s active-net conference in Nottingham last month. Paddy and Scott’s is a unique, ethical and environmentally-conscious coffee brand, established in 2007 by two founding directors who share a love of good coffee. “Scott’s message was clear and relevant to all our delegates; you can fuel the ambition of your team and your customers through an ethical approach to business,” says Mike Hill, Director of Leisure-net, which manages the two-day networking event that brings together leading operators and suppliers from the active leisure sector for business-focused meetings and educational seminars. “Scott Russell was an inspirational speaker and set the standard for the entire conference.” Paddy and Scott’s also supplied the coffee pit stops and ‘fuelling stations’ for active-net attendees. Paddy and Scott’s started from small beginnings, delivering roasted coffee from the boot of a car. It now operates globally and is a UK Top 250 Company producing more than 90,000 cups of coffee per day from its ‘fuelling stations’, to over 150 branded concessions. The coffee is supplied to ambitious hospitality, leisure and retail businesses. CEO Scott Russell believes companies must be morally upstanding and accountable, from how they treat and train their staff to being ethically responsible and becoming environmental champions. “You can’t just pretend, like it’s fad. Best practices must be the undercurrent of all your business transactions, dealings and decisions,” he says. “We were one of the first UK high street coffee retailers delivering drinks in fully compostable takeaway cups.” On a mission to improve traditional leisure centre cafes, Paddy and Scott’s is now moving into the fitness arena. Scott says: “As a father to four boys, I’ve taken them to swimming lessons and sat in a dreary cafe, being served dull drinks by uninspiring staff too many times. Gyms are, by their very nature, about life and vitality, and Paddy and Scott’s can deliver this in a cup.” Abbeycroft Leisure recently installed a Paddy and Scott’s cafe at its Bury St Edmunds centre. CEO, Warren Smyth, says: “When looking at how to fundamentally manage our catering offer we wanted a partner that would support our ambition to grow our business. Paddy and Scott’s demonstrated they wouldn’t just be a coffee provider but would work with us as true partners, bringing their knowledge of the coffee market to our facilities. They assisted on every level during the development, with their commercial director working closely with our team to ensure our offering was right. Whilst this was a new market for Paddy and Scott’s they quickly grasped what consumers wanted and the result has been amazing. 6

MAY 2018

“Our centre in Bury St Edmunds has seen a significant increase in footfall, with individuals using the cafe just like any other ‘retail’ coffee shop, staying and socialising for longer following workouts. Our coffee shop has become a place people are keen to visit. Based on this success we have started to roll out Paddy and Scott’s across our other facilities, including Haverhill Leisure Centre as part of a refurbishment at the end of 2018.” In 2017, Paddy and Scott’s revealed its ‘Meru Kenyan Farm Project’ – developing a unique, world-first direct partnership between the coffee farmer and the consumer, cutting out all the middle men. The company felt the only way to really help farmers was to go straight to the source and pay more for the raw product. The 15acre Muchombe family farm – based 300 kilometres from Nairobi, near Mount Kenya – has been rebuilt and remodelled with up to date facilities that can be used by the community who rely on coffee for their existence. For £149, consumers can own a tree on the farm, receive updates on its harvest and, four times a year, receive 300g of fresh whole bean coffee. Proceeds from the Meru Community Project are now extending beyond the farm. The Ruiga Day Secondary School where many of the farm workers' children attend had no running water or toilets. Paddy & Scott’s team have provided a fresh water feed, installed new water storage tanks and built a new brick toilet block with washing facilities. They have also created a model working farm on the school grounds to teach the children modern coffee farming methods. The proceeds from the sale of this coffee will provide additional places for parents who cannot afford to send their children to school. Leisure-net’s Mike Hill was so inspired by the Paddy & Scott’s story, and their Kenyan Farm Project, that he gifted each of active-net’s delegates their own tree on the farm. He says: “Paddy and Scott’s is a company to be excited about. Their coffee is amazing, but more than that, their business commitments are positively changing lives. I’m confident the active-net delegates will love their coffee from the farm where their tree is, but more than that, take heart in the financial rewards this provides for the Kenyan Farmer, their families and the wider community.”


VERSACLIMBER REVEALS ‘CLIMB THE COLUMN’ CHALLENGE FOR ELEVATE 2018 Total body workout machine specialist Versaclimber UK has announced a new competition, which will take place at Elevate 2018, the UK’s largest fitness and physical activity trade show. Hosted at London’s ExCeL, #ClimbTheColumn will take place across both days of Elevate between 9 – 10 May at Versaclimber UK’s stand (H09). Participants will be challenged to climb the height of the capital’s Nelson’s Column (52m) on a Versaclimber for a chance to enter a draw to win prizes including day passes to London boutique gym BXR, which launched Europe’s first Versaclimber group training classes in 2017. A range of merchandise and other prizes will also be up for grabs. At the end of the event, winners will be announced on the Versaclimber UK social media channels. Managing director at Versaclimber UK Neil Kelford, said: “We look forward to exhibiting at Elevate for the first time in 2018 and what better way to mark our attendance than with a competition. The decision to set the marker of the height Nelson’s Column is fitting to the event’s London setting and will provide a challenging target for all levels of fitness. “All those who complete the challenge will be entered into our prize draw, so it’s not necessarily that the fastest time will be glorious!” For your chance to enter, head over to the stand H09 and experience the full effects the Versaclimber, the training choice of elite athletes including Andy Murray, James Haskell and Anthony Ogogo. For more information about Versaclimber UK, visit www.

PREMIER GLOBAL NASM LAUNCHES NEXT GENERATION OF PT DIPLOMA Ascend Learning, parent company of leading fitness education providers Premier Global NASM and the National Academy of Sports Medicine (NASM), has launched the next generation of the highly respected Level 3 Premier Diploma to meet increasing demand for flexible learning. The transformational diploma allows students to access training whenever and wherever they choose. The offering creates a digital classroom that enables advanced two-way interaction between trainer and student. Through a variety of technological innovations, including live and recorded webinars, video uploads and digital quizzes, the diploma encourages regular online visual and audio interactions, helping the student to feel fully supported and connected throughout the learning experience. The qualification leverages NASM’s highly effective and successful formula by integrating the exclusive Optimum Performance Training (OPT™) model, which provides a systematic, evidencebased approach to exercise programming. The OPT Model can help any client, at any level, achieve any goal whether they want to lose weight, avoid injury or progress in their professional sports career. As the industry’s first evidence-based training methodology, the OPT Model has been widely adopted and has shown to be an effective framework for training clients and delivering consistent results. The high quality content and rigorous assessment associated with the current diploma remains central to the evolved qualification. Laurie McCartney, President of Ascend Learning’s Global Fitness and

Wellness Division, says: “Premier Global NASM has been the leading provider of fitness training and education in the UK for the last two decades, producing candidates with the skills most valued by employers. Our new diploma combines the best content and training from Premier Global NASM with the successful online elements of our long established NASM products to set a new industry standard in the delivery of student-centred training to fitness professionals.” NASM has been the number one education provider for personal trainers in the US for more than 30 years, producing professionals with the knowledge, skills and behaviours needed to engage and train people from all backgrounds, ages and levels of ability, from absolute beginners to professional athletes. Virtually every major league sports team in the US employs a NASM trained professional. NASM’s most popular and successful programmes are delivered in a wholly digital format. Brad Tucker, Vice President & General Manager of Premier Global NASM, says: “Today’s learners want flexibility. Without compromising on quality, our enhanced diploma means access to excellent education will no longer be limited by geography or course dates. Students now have the flexibility to schedule learning around their family, work and income commitments. “Physical and visual assessment of student ability is an important component of the diploma. As the global leader in fitness education and training, we understand the importance of preparing students for employment, ensuring they are armed with a complete suite of social and practical competencies to ensure success. Only students who reach our high standard of skill requirement will be released into the workforce with our badge of approval.” Premier Global NASM is a Skills Development Partner of CIMSPA, reiterating the brand’s commitment to the provision of quality, industry-approved education programmes. All qualifications are nationally accredited through Active IQ and recognised by employers. McCartney concludes: “With over 60,000 thousand trainers working in 27 countries, and a strong presence in health clubs and professional sports worldwide, we have a responsibility as a global authority in health and fitness education that we take very seriously. By evolving our successful Premier Diploma, we are excited to introduce a robust offering which not only gives students more flexibility, but also gives employers peace of mind that graduates are equipped with the skills needed to succeed and excel in their professional roles.” Enrollments on the new course started on 3rd April. Prospective students can purchase and access the course on the company’s website at

FIBODO LAUNCHES TO HELP PERSONAL TRAINERS ‘GET THEIR SWAGGER BACK’ A brand new booking management platform has been launched, to help Personal Trainers run their own business more easily. fibodo (find it, book it, do it) enables PTs to get on with delivering first class training to their clients, leaving the everyday hassles of running a business in safe hands. Backed by, among others, JJB Sports’ former CEO, Tom Knight, the easy to use platform offers PTs everything they need to successfully manage a business, including real-time bookings and secure payments, personalised web pages and associated marketing channels, saving hours of administration each week. The platform comes with pre-loaded activity options and ‘template’ offers to help reduce set-up time. “We’ve tried to do as much of the background work as we can for our Personal Trainers. But if they want to add a 15-minute fitness assessment, a postnatal class, a special offer or anything else that’s not already on the system, we’ve made it quick and easy to configure,” said Knight, who is Chairman of fibodo.. MAY 2018



The personalised web pages, Facebook direct-link booking button

21% doing so instead of visiting personal trainers or gyms.

and real-time availability planner all help to professionalise how PTs

One in ten have even used technologies to detect or diagnose

present themselves, while the opportunity to push communications on classes, last-minute availability, new offers and discounts to social media platforms and via email enables PTs to sell their services and grow their business more effectively. fibodo is fully integrated with the online review community, Trustpilot, which means PTs can quickly and easily build trust in their business. Ex golf pro, Anthony Franklin, CEO and Founder of fibodo said: “Many Personal Trainers choose their profession because they’re passionate about helping people feel fitter and healthier. Often the day-to-day aspects of owning and running their own business aren’t where they’re most skilled or experienced. fibodo is designed to help Personal Trainers ‘Get Their Swagger Back’ by taking the sweat out of running a business.” Once a booking has been made through fibodo, clients receive a booking notification and push notifications to remind them of their upcoming sessions. And because all payments are taken at the time of booking, if a client doesn’t give advance notice of a cancellation, there is no awkward conversation to be had about payment. “It can be really hard when you’ve developed a personal relationship with a client to charge them for a missed session if they haven’t remembered to cancel within 24 hours. Often PTs just allow clients to rebook, and don’t charge, so they lose out and don’t maximise their earning potential,” explained Franklin. “fibodo removes that problem and does all the admin – it’s totally hassle free. The platform also automatically processes customer refunds, if for whatever reason the PT has to cancel.” With the upcoming General Data Protection Regulations (GDPR) next month, Personal Trainers using fibodo can also be confident they are covered; no more bundles of client paperwork that could easily fall foul of the law. fibodo is completely GDPR compliant and also in line with the Consumer Rights Act 2015. The fibodo booking management system is available to download and use for free. However, a standard and a professional plan are also available with additional features. The Essential plan, which comes with a customisable app, allows the PT to engage with their clients seamlessly, whilst also reaching new audiences. It is fully integrated with Trustpilot, the online review community, and costs just £9.99 per month, beating all its competitors in value. Editor’s notes: fibodo (find it. book it. do it.) is a booking management platform providing a live planner, booking engine, merchant facility and marketing channels to all providers of fitness, sport and leisure activities. These hosts can be both individuals and clubs. Unrestricted by physical location, customers can use fibodo to find, book and securely pay for activities in their local area, from boot camps, yoga and pilates to golf, tennis and archery lessons. https:// For further information contact: Abigail Harris at Big Fish PR Tel: 07738 331019 Email:

THE END OF THE HIGH STREET GYM? HEALTH MAD BRITS TURN TO ONLINE TECH Almost a third of UK adults use health apps every week, with 8

MAY 2018

a medical condition.

New research among more than 2,000 UK adults by WeMa Life has uncovered the number of people using technology to examine, manage and improve their health. It found:  € €€€€€€€ 28% of people use health apps on a weekly basis, up from 23% a year ago • The figure rises to 44% among millennials (18-34 year olds)  6 1% of users say health apps help them to incorporate healthier practices, exercise techniques or mental health tips into their daily life  2 5% also own a piece of wearable technology to monitor or manage their health  9 % of people have used apps or wearable tech to detect a medical condition or health issue  f urther 12% use apps, wearable devices or online tools to monitor an on-going health problem  A fifth (21%) of UK adults say they now use online videos, apps and wearable tech instead of going to the gym or seeing personal trainers  A lmost half (46%) think technologies are going to reduce the UK’s reliance on public healthcare, cutting down how often we need to see medical professionals  T his reflects a growing trend of Brits opting to self-manage their health and wellbeing – 39% of Brits favour using search engines over going to see a pharmacist or GP Health apps, online tools and wearable technologies are having a significant impact on the way people across the UK public are managing and improving their own health, new research by WeMa Life has found. The HealthTech platform commissioned an independent survey among more than 2,000 UK adults to reveal the impact of new tech on the health and wellbeing sector. It found that 28% of people currently use health apps on a weekly basis, up from 23% a year ago. Furthermore, the figure rises to 44% among millennials (18-34 year olds). During the research, health apps were defined as an application on a smartphone or tablet that helps someone monitor or improve their health. Uses of such apps can include: analysing exercise and fitness sessions; tracking or advising on food and drink intake; monitoring sleeping patterns; helping with mental health issues; or communicating with medical professionals to book their services or seek their advice. WeMa Life’s research found that 61% of health app users say they use them to easily incorporate healthier practices, exercise techniques or mental health tips into their daily life. It comes as Deloitte predicts the global digital health – or HealthTech – market is due to reach a value of £43 billion in 2018. Elsewhere, the study showed that 25% of UK adults own a piece of wearable tech to monitor or manage their health. Moreover, a fifth (21%) of UK adults say they now use online videos, apps and wearable tech instead of going to the gym or seeing a personal trainer. The survey also uncovered more notable findings. It revealed that 9% of people in the UK have used apps or wearable


tech to detect a medical condition or health issue, while a further 12% use apps, wearable devices or online tools to monitor an on-going health problem. Reflecting the value of these new technologies in improving how people can manage their health, 46% of respondents said they think new tech is going to reduce the UK’s reliance on public healthcare, cutting down how often we need to visit a GP or hospital. This reflects a broader trend of Brits opting to self-manage their health, with39% of those surveyed already stating that they use search engines over going to see a pharmacist or GP. Rohit Patni, CEO and co-founder of WeMa Life, commented: “The HealthTech industry has grown at pace in recent years – there are now a plethora of apps, devices and online platforms that empower people to lead happier and healthier lives. Today’s research reveals just how far-reaching this trend has been, with people now relying on these tools instead of traditional methods of detecting, monitoring or treating health issues. “Not only does HealthTech improve people’s knowledge of their mental or physical wellbeing, but it’s also vital in connecting consumers with health and care businesses or medical professionals. In doing so, it’s clear that apps and online tools now have an important role to play in bridging gaps and filling cracks within the wider healthcare sector.”

INTERNATIONAL RUGBY UNION REFEREE NIGEL OWENS MBE TO OPEN PROCEEDINGS AT SIBEC UK Questex-Mclean Events is proud to announce that international rugby union referee, Nigel Owens MBE, will be the keynote speaker on the opening morning of SIBEC UK,


taking place at The Belfry, May 23-24, 2018.

One of the world’s most iconic and best-known rugby union referees, Nigel Owens holds the world record for most test matches refereed. An international referee since 2005, Owen’s refereed at the last three World Cups, and in 2015 won the World Rugby Referee Award at the World Rugby Awards. Beyond his achievements on the field, Owens is well-known as the UK’s first openly gay rugby union referee. A high-profile gay man who has had to deal with his fair share of abuse, Owens is a strong, amiable character. In 2015, Owens was named ‘Gay Sports Personality of the Decade’ by Stonewall. Owens was awarded an MBE for services to sport in 2016, along with an honorary fellowship from Cardiff University. In 2017 he was featured as castaway on BBC Radio 4’s Desert Island Discs and presented a Panorama documentary about men and eating disorders, where he opened up about his own experiences with bulimia and how it has affected his life. SIBEC attendees can look forward to an entertaining, insightful speech about self-motivation, battling adversity and being a positive role model. SIBEC UK, 2018 looks set to be another sell-out event, welcoming more than 150 individual buyers and suppliers from the leisure sector. Several high-profile buyers already confirmed for the event include 1Life, Alliance Leisure, Bannatyne Group, David Lloyd Leisure, Everyone Active, JD Gyms, Pure Gym, Serco Leisure, TRIB3 and Xercise4Less. David Zarb Jenkins, SIBEC UK Event Director, says: “Our aim is to create the best possible event, bringing delegates together in a relaxed, engaging business setting to facilitate relationships and business partnerships. We are delighted to announce that Nigel Owen will open our event at The Belfry this year and look forward to hearing his fascinating story.”

How many people in the UK are members of a gym?




I’VE GOT STRATEGIC MARKET INTELLIGENCE... WHAT NOW? Chris Phillips, Head of Sales in the Sports Intelligence Practice at 4Global, and responsible for the DataHub, explores how you can make use of the data you have collected, and how to inform your marketing campaigns with that knowledge. This is the question we regularly get asked by operators when delivering the types of insight 400 million visits worth of data can provide. The leisure industry is still relatively new to data insight and it can be overwhelming, but to general commerce this is the oil that makes the machine work. Large retail organisations regularly use insight gathered from the data discussed in my last piece to drive their business. As a sector we are only beginning to understand how we can take advantage of data to improve our organisations and make our service delivery stronger. In my last column, I discussed how to identify target markets using the latest industry data that is now available to all operators through the DataHub. But how can you then make the best use of this intelligence to create the right marketing campaign? Budgets constraints often don’t allow for dedicated marketing managers and design consultants to be a part of operations. Simon Beer, Digital Director at Big Wave Media, says: ‘Competition amongst fitness facilities is fierce, particularly if you are competing as, or against, the budget chains. An effective marketing campaign is key to unlocking leads and making conversions, but it needs to be highly targeted and make efficient use of your budget.’ Beer advises identifying your target audience and core offering as the initial step. The graphic design, imagery and tone of your marketing campaign need to be tailored and suited to your audience. Match age, gender and demographic make-up, and you’ll create materials your target audience can relate to. When deciding your offering, can you compete on price? If not, what’s your unique selling point? How can you differentiate yourself from the gym down the road? Perhaps you have a pool, more classes per week or your training programmes are free. Whatever it is, make sure it is headline 10

MAY 2018

news on your marketing materials – this market can be very crowded and you need to do all you can to stand out. The next step is to select the correct channels by assessing how your audience consumes media. Social media? If so, which do they use the most – Facebook, Instagram, Twitter or SnapChat? Perhaps they respond better to direct mail, or maybe SMS is the way to elicit a response. Matching channels to your audience can help you save money on wasted outlets. ‘Finally, monitor, monitor and monitor! Track success,’ says Beer. ‘Look at the data available. Use social media metrics, pay per click rates, web traffic sources; if you can’t measure digitally, then use a source sheet and ask the joiner where they heard about you. If your Facebook ads are converting more people than a Google ad then divert more budget to Facebook.’ Engaging with industry experts and making use of a creative agency is one way to ensure you’re not overwhelmed by the data insight available to you. Bigwave Media offers a number of campaign management services including planning, execution and analysis. The next time you run a campaign you’ll be armed with the knowledge of what works and can up the ante with a more efficient and more targeted campaign. Good luck!


FIBO 2018

FINAL REPORT BIGGER AND MORE INTERNATIONAL: FIBO A CONTINUED SUCCESS FIBO – the acronym stands for the current fitness boom of the entire industry and its trade show, with the world’s largest trade show for fitness, wellness and health continuing its success trajectory and setting new records: more exhibitors, more internationality and, once again, more than 143,000 visitors. A total of 1,133 exhibitors (prior year: 1,019 exhibitors, a plus of 11.1%) presented current fitness and health industry trends and innovations on a floor space of 160,000m². With 143,000 visitors, including 83,500 trade visitors, FIBO was sold out completely on Saturday and continued to perform at the record level set in the previous two years.

Accelerated Growth ‘Last year we thought that more fitness and more FIBO was hardly possible. But now we can see that, yes, it is. The increase in the number of exhibitors actually further accelerated, from a plus of 6% to 11% now. In particular, the international reach and relevance increased yet again’, says Hans-Joachim Erbel, CEO of organiser Reed Exhibitions Deutschland. Altogether, 645 of the 1,133 exhibitors came from outside Germany this time – more than ever before in the 33-year history of FIBO, which made its debut in 1985. Far ahead in the ranking of nations were countries that are among the worldwide pacemakers of the fitness market – Germany (488 exhibitors), the US (68), the UK (68), Italy (43), the Netherlands (41), Spain (34), Poland (47) and China (92).

International Trade Visitors From 121 Countries The same picture is reflected on the trade visitor side, where the world’s largest industry show has also boosted its reach. Whether they came from South Africa, the US or Brazil, from Japan, Thailand or even Australia, or, of course, from Europe – visitors from five continents and a total of 121 nations turned FIBO into the United Nations of Fitness, Wellness & Health. All told, that’s nearly a third of the trade visitors that came to Cologne this year. ‘The significance of FIBO as the world’s most important industry event is going up year after year and is reverberating in ever-greater international circles. The line-up of nations present in Cologne is impressive’, says FIBO director Silke Frank. Underscoring this point was the 5th European Health & Fitness Forum (EHFF), which has developed into the Davos of the industry, an economic forum that brings together the global decision-makers of the fitness industry, including the CEOs of the world’s market-

leading manufacturers of fitness equipment and major international studio operators. Despite increased capacity, the Executive Event hosted by the European EuropeActive association was completely sold out with 400 conference participants.

Europe-Wide Industry Sales of €26.6 Billion The attendees displayed an optimistic outlook on the future, even though they often see the price pressure faced by studio operators with a critical eye. The overall market situation continues to develop in a positive direction. With industry sales of €26.6 billion (+1.9% over the prior year), Europe has now passed the US (€24.9 billion) as the world’s largest fitness market. Nearly 60 million exercisers in Europe are members of a fitness studio, 3.9% more than last year. These are the findings of the ‘European Health & Fitness Market Report 2018’, which is traditionally presented by EuropeActive and Deloitte at the EHFF at the start of FIBO.

Germany Largest European Market The number of gym members in Germany rose again. A total of 10.61 million people (prior year: 10.08 million) hold a membership in one of the nearly 9,000 fitness studios. In other words, one in eight Germans belong to a gym. By 2025, according to Deloitte forecasts, the number of members training in gyms is expected to increase to 14 million – 17% of the total population.

FIBO Goes Global: FIBO USA to Premiere in December In December, FIBO will ‘Go West’ with the premiere of FIBO USA in Orlando. The move indicates that Reed Exhibitions are expanding their global activities. ‘With FIBO USA, we’ll be right at the heart of one of the world’s most important regions for the fitness industry, providing international companies with an essential anchoring point in the US market’, says Hans-Joachim Erbel. FIBO USA will take place at the Orange County Convention Center in Orlando, Florida, from 6 to 8 December, further bolstering FIBO’s position as a strategic partner for the industry worldwide. FIBO China has been staged with growing success since 2014. The first FIBO FITNESS BUSINESS SUMMIT SOUTH AFRICA in Johannesburg was added last year. Other concrete locations are currently being considered, according to Hans-Joachim Erbel. The next FIBO will take place at the Exhibition Centre Cologne from 4 to 7 April 2019. Note: FIBO’s visitor, exhibitor and floor space figures are calculated and certified according to the uniform definitions published by FKM – German Society for Voluntary Control of Fair and Exhibition Statistics. MAY 2018



MATRIX ‘TARGETS’ NEW SOLUTIONS IN 2018 FIBO 2018 proved the perfect platform for Matrix Fitness to unveil a raft of new products to the European market, including their most anticipated product launch to date… Industry-leading connected technology, Matrix Training Cycles featuring Target Training, and the latest in HIIT training – the S-Force performance trainer, which featured as part of the MX4 solution, were amongst the products showcased and launched at the show. The collection of 3 new Training Cycles are headlined by the CXP Target Training Cycle which features original programming and the option to completely redefine the cycling experience with a new kind of Target Training Display. The new series, which also includes the CXC Training Cycle and CXM Training Cycle, appeals to both cycling enthusiasts and club members looking for a unique group exercise experience, helping club owners fill more cycling classes on their facility calendar. ‘It’s important that our customers have options that suit their needs,’ said Becky Jalbert, global product manager, personal and group training for Matrix. ‘They can select the CXC for the feel of a real outdoor ride, step up to the CXM for enhanced metric tracking or choose the CXP for a colourful Target Training Display that injects camaraderie and competition into every cycling session.’ The premium CXP Target Training Cycle. features a distinctive Target Training Display that uses engaging graphics and vibrant colours to motivate riders. However, its stand out feature is the ability to set in-ride goals from one of 5 metrics. Users choose whether their focus is on watts, calories, rpm, heart rate or distance and receive visual feedback to ensure they are on track. In addition, metrics can be changed at any point without having to restart the workout. Three colours express each rider’s level of effort relative to their personalised metric target, and trainers can intuitively guide members through different phases of their ride, from warm-up to a steady pace to threshold intervals and back to cool-down. Matrix Master Trainers also showcased the MX4 group training solution, hosting small group training classes and allowing guests to experience the turn-key programming for themselves. The easily modifiable programming fits the diverse needs of members by addressing the four aspects of fitness — cardio, power, strength and


MAY 2018

endurance — in a unique, motivating and results-driven framework. Matrix believe that another debutant, the S-Force Performance Trainer, will be a key part of their portfolio moving forward. Showcased at the show as an athletic performance piece and as part of MX4 group training, the S-Force is extremely versatile, leveraging intelligent biomechanics to create a rigorous exercise experience. Users move through a user-defined path that fits their individual stride whilst, the magnetic system automatically increases resistance the harder they work. This progressive design means that each workout will challenge everyone who steps on S-Force, from beginners to HIIT enthusiasts and even elite athletes. Low-impact movement patterns help protect joints, and the cord-free design means that S-Force can be placed wherever it works best for each facility. ‘S-Force can help athletes improve their speed and power in significantly less training time,’ said Phil Campbell, a certified trainer with the American College of Sports Medicine and respected author of Sprint 8 Cardio Protocol and Ready, Set, Go! Synergy Fitness. ‘The progressive design and the two active positions really make a difference when it comes to building fast-twitch muscle fibre, and that’s the key to more explosive starts.’ Finally, a newly positioned technology offering called Matrix Connected Solutions was launched officially to the European markets, providing a complete digital ecosystem giving club owners the flexibility to accomplish their specific goals. A variety of powerful hardware and software solutions enhance every aspect of the exercise experience for club owners, trainers, end users and service technicians, helping fitness facilities increase retention, build engagement, enhance differentiation, maximise ROI, boost revenue and improve acquisition of new members. As part of Matrix’s Connected Solutions, attendees also got to experience the redesigned Ultra Series strength equipment with optional Intelligent Training Console. This intuitive interface sets fitness facilities apart with a guided, fully connected strength training experience that helps newcomers get started and enthusiasts who have plateaued continue to progress. All of these products will make their UK debut at Elevate on 9th / 10th May at Excel London.



APRIL 2018



FIBO 2018

FINAL REPORT EXHIBITOR TESTIMONIALS ‘For Precor, FIBO 2018 was one of the most successful trade shows in recent years. The new elegant look & feel of our corporate image and product portfolio was well received by existing and new customers alike. Also captivating was the continuing trend towards digitalisation and networked fitness with the open operating system Preva. Alongside key partners like eGym and RunTV, we’re delivering innovative and intriguing fitness solutions for all types of facilities this year.’ – Martin Borchers, Business Manager Germany, Precor/Amer Sports Deutschland GmbH

‘FIBO 2018 was a complete success for us. In addition to the expansion of our Q equipment series, the cooperation with Sony as a partner in our Connected Training System, and the comprehensive range of software and services for our partners, our focus at this year’s FIBO was on our consulting concept milon BOOST. milon BOOST provides studio operators of fitness and health facilities with an individual concept that bundles milon circuit training experiences from almost 20 years and the growth potential of the digital Connected Training System, boosting the success of facility operators. Our central goal now and in future is to optimally support and inspire customers and make them successful. We already look forward to FIBO 2019!’ Florian Schmidt, Head of Marketing, milon industries GmbH

‘We had a significantly higher number of contacts at the stand. The number of new contacts interested in our new products increased again, as well. FIBO’s efforts in the area of physiotherapy are paying off. We think it’s developing into the central venue in North Rhine-Westphalia to directly approach therapists. FIBO was the ideal place for our Europe debut of the second generation of our anti-gravity treadmill, because it’s the only place where we can reach the entire range of different target audiences in sports, fitness and health.’ Olaf Tomscheit, Head of Strategic Marketing, proxomed Medizintechnik GmbH

‘The most important fair of the year was a complete success for Transatlantic Fitness. Our new stand layout containing our Action Stand and our Consultant Lounge paid off perfectly for both new and existing customers. The focus of FIBO 2018 was our new 3ZONE, a holistic gym in gym and/or studio solution, peppered with specially designed all-round support based on our 360° business philosophy (hardware, software, implementation). In addition, there also an ultimate run on our newly introduced 14 MAY 2018

Hypervolt vibration massager from Hyperice. FIBO has proven to us that we have extended our portfolio by the absolutely right products and that we present ourselves on the market as THE FUNCTIONAL TRAINING EXPERT. We are looking forward to FIBO 2019.’ Jennifer Klein, Head of Marketing, Transatlantic Fitness

‘For us as a provider of body composition analysis, FIBO has been the most important platform to grow on and continue to do so. Our achievements from recent years are reflected at FIBO. We especially noticed the larger share of interested visitors from abroad.’ Chang-Hun Jo, Managing Director, InBody

‘FIBO went great for us. We think it’s right to go into the fitness direction more. We reached a larger audience thanks to the realignment of the trade show, and that’s exactly the direction the market is currently moving, too. We had a diverse crowd at our stand, which was excellent. We especially noticed that more fitness-oriented women stopped by this year than in previous years. This shows that the new FIBO concept works and is well received.’ Manuela Mahlich, Marketing Manager, WEIDER Germany

‘FIBO was a complete success for PUMA. The joint exhibition stand with Intersport Voswinkel provided consumers with a great product and brand experience on over 700 square metres and was very well attended. On Sunday more than 400 fitness enthusiasts completed a sweaty training at the PUMA Convention at the FIBO Academy with our brand ambassadors Pamela Reif, Nikeata Thompson, Anne Kissner, Fernanda Brandao and Ivana Santa Cruz. In addition, our brand ambassadors were at our stand for a meet & greet with visitors throughout the fair. Another highlight of FIBO was the announcement of our strategic partnership with HYROX, an innovative concept of a competition combining classic endurance sports with functional strength training and highly intensive interval training for the first time. The registration for the nine-part event series was launched at FIBO on 12 April and the first HYROX World Championships will take place during FIBO 2019. One more reason for PUMA to look forward to the next year’s FIBO.’ Matthias Bäumer, Area General Manager PUMA DACH


‘As first-time exhibitors, we had been excited to see what was in store for us and what visitors would expect of our brand and our athletes; we ended up pleasantly surprised. Our meet & greets, especially the one with Tammy Hembrow, were very well received. As a brand that’s known by its social media appearances, we thought it was important to see how direct contacts would work out. That’s why you could summarise the trade show as ‘Social Media meets Real Life’. We’re highly satisfied with the outcome. Our stand was full every day. We had excellent discussions, especially with trade visitors. I’m sure that new partnerships were created here.’ Selina Schennach, Head of Sales & Events, WOMEN’S BEST

‘Sales at FIBO exceeded our expectations. We were very satisfied with the fair and we are looking forward to the positive feedback about our Skechers Sport collection.’

FIBO, and we’re already checking how we might expand this in future.’ Arne Plifke, Marketing Director, Elsdorfer Molkerei – MeinQ

‘FIBO in Cologne was the cradle of the German wellness movement in 1990, because the decision to form the DWV, the German Wellness Association, was made right here at the trade show 28 years ago. This year, our goal was to enhance our contact with the fitness industry and present our new trend of slow jogging. The interest of trade visitors, and even more so that of the private visitors on the weekend, was huge. What’s more, there was tremendous interest from the media, far exceeding our expectations. In short: FIBO 2018 was an immense success for us.’ Lutz Hertel, Managing Partner, DWV (German Wellness Association)

Daniela Cavaliere, Marketing Coordinator, SKECHERS USA Deutschland GmbH

‘FIBO once again lived up to its reputation as our industry’s absolute No. 1 trade show. There’s no other place where you can continuously and reliably reach such a high-quality international trade audience. The four show days were a huge success for us. Our feeling: digitalisation has arrived in the fitness and health sector; our customers really embrace the new ways of offering tailored programmes and the best individual support.’ Philipp Roesch-Schlanderer, Managing Director, eGym

‘We made our first appearance at FIBO, and our bottom line is that we’re ultra-happy. On the one hand, we wanted to get in contact with trainers and gym operators, which we accomplished very well. We had excellent talks and were met with a lot of interest. Of course we also wanted to meet our end customer, which was just as overwhelming. In B2B and B2C alike, our expectations were exceeded. We saw that our product fits with

‘We presented three new linseed dough products here, all of them healthy, simple and delicious – low carb, high protein and 100% organic. Visitors were able to try samples right at our stand. We received tons of positive feedback, in particular from end customers in the sports segment, but we also established important contacts in the B2B segment.’ Caspar Götz v. Olenhusen, Head of Marketing, Lizza GmbH

‘A fantastic trade show with an excellent mood and atmosphere – and another huge success for us. We were thrilled to welcome visitors from around the world at our stand. We noticed that tanning is a topic that’s also gaining in importance for the fitness industry in general. Studio operators aren’t just more interested, they also have more knowledge and ask specifically for new technology such as the hybrid technology that combines UV light with a skin-care beauty light.’ Karsten Matuschka, Head of Marketing, Ergoline

VISITOR TESTIMONIALS ‘By now, FIBO is the world’s largest fitness trade show. And if you work as a professional, spending at least a day at FIBO to see what’s up in the industry is simply par for the course.’ Volker Schlüter, Sporting Mühlheim a. d. Ruhr

‘FIBO has a high priority on my schedule. I’m here for two days to network with studio operator friends and, of course, to take in innovations and trends.’ Yannik Hoenig, Sportwelt Rosbach

‘FIBO is an important event for us to know what’s going on and what’s coming.’ Achim Weiss, Pro Vitess Leonberg

‘FIBO is the most important industry event of the entire year. You see new things, new faces and, of course, familiar faces. Plus, FIBO is extremely important for keeping up with the market at all times.’ Maren Lehnard, Gymnasion Rastatt

‘I come to FIBO every year to network, to meet suppliers and gym colleagues, and to see what’s new.’ Martin Seiler, maxx Gesundheitszentrum

MAY 2018



IS THE FITNESS INDUSTRY NOW A HAZARD TO OUR HEALTH? Taz Dunstan, CEO and head PT of XL Personal Training, athlete, mountaineer, fitness professional and devoted mum of two, on the shift in the industry It has become more and more apparent that there has been a distinct shift in the fitness industry, which is now more marketed to sell an ‘image’ of health and fitness, instead of any actual health and fitness itself. An important question for everyone to ask themselves is: ‘What is more important to me? Looking good, or being good?’. ‘Good’ is a term I use to encompass: healthy, happy, strong, fit, confident, mentally and physically wellbalanced, pain free etc. The follow up question to this is of course: WHY SHOULD YOU HAVE TO CHOOSE? IT IS POSSIBLE TO LOOK GOOD AND FEEL GOOD. If anything, you should always prioritise your health and well-being, how you look should be a byproduct of that. I recently attended the Arnolds, in Melbourne March 2018. I can not refer to it as a ‘health’ expo as it is not. It is an event that is now the host to several competitions, that range from bodybuilding, strongman, kettlebells, through to boxing, pole dancing, cheerleading, martial arts and even speed Rubiks cubes! In addition to this, countless exhibitors take this opportunity to showcase their products and services to the self-confessed by attendance, ‘target market’. This event attracts a lot of ‘body conscious’ people including, but not limited to; athletes, aspiring athletes and people fascinated with fitness trends or Arnold Schwarzenegger - the mastermind behind this event with his ‘crusade on health and fitness’ to share his passion with a wider audience. I have voiced my observations previously with regards to the ironic nature of bodybuilding/ sculpting and how hazardous it can be, especially to the mental well-being of competitors. This article is to relay my observations on the culture of the fitness industry and reflect more generally 16

MAY 2018


on the industry and trends that seem to be dominating it. This event is the perfect opportunity for people to attend a ‘fitness focused’ show to score free shirts, shakers and a plethora of powders and products to sample and flood Instagram and Facebook with ‘famous faces’. No one would question that ultimately, the Arnolds is a great opportunity for networking, promoting and getting motivated. . . but also poses a risk of people being easily taken advantage of and perhaps falling into a ‘trend/trap’ without even realising it. ***Is it possible to protect your subconscious from subliminal messaging and marketing?*** Firstly, who is driving this exploitation movement? I’m not sure if anyone outside of the body sculpting industry has noticed, but apparently every Wednesday - aka: ‘Hump Day’ is world-wide ‘flash your bum on social media’ day. This is where everyone posts their most flattering bum photos from training, posing, competing etc. I am unsure of the origin of this, I can only speculate that it was a contractual condition that ‘sponsored athletes’ adhere to in this ‘cult tradition’ which has now taken off. What I would like to bring to people's attention is awareness. Are you posting pics of your bum because it is an opportunity to do so? Or do you feel obligated to conform to a trend that is actually exploiting you? If you believe that exposing yourself on social media will increase your chances of: ‘likes’ - which equate to ‘social influence’, which can be used to gain sponsorship”, ask yourself first: is it worth your dignity and self-respect? Imagine the models who are losing work because why would anyone pay for something they are now getting in abundance for free - just at the expense of people's’ self-esteem. I am not saying ‘don’t post pictures of yourself and your progress’, and I’m certainly not saying I have never posted images of myself competing. What I am saying is that you should have a very clear understanding of WHY you are

posting these images, and what you hope to achieve. If your motives are superficial, unclear or you feel pressured. . . I strongly suggest you take some time out of the social media world and tap into reality to realign your core values. If you have a particularly ‘booty proud’ image you want to share with the world, don’t wait for Wednesday (or any other day dictated by an industry) to share it! Secondly, when did the ‘ideal fitness image’ become so unhealthy looking? I understand the benefits of a tan (slimming), I also understand why comp tan has to be so dark. I acknowledge that fake boobs can achieve a more feminine shape, especially for the less busty women, and that hair extensions, acrylic nails and make-up completes a glamorous image, BUT when did radiant orange complexions with disproportionately large boobs pushed up to girls throats with HUGE ‘I’ve just been punched in the mouth’ lips become a trait that the fitness industry wanted to promote? As an athlete, a fitness professional and a fitness ambassador, I can honestly and openly state that this is not a good look. This is not a judgement, nor any body shaming (which is a buzz word a lot of insecure people love to jump on to defend themselves by attacking others), what I am trying to achieve is the opposite. I don’t want people to feel embarrassed or insecure in their bodies. I want people to feel empowered and confident. This should also not be perceived to enable unhealthy habits and tell people ‘don’t try to improve’, you’re good enough already. While I am a strong believer in self-love, everyone can improve and people should be inspired and motivated to be their best - but for the right reasons. You, and you alone (perhaps in conjunction with advice from a health professional with your best interests at heart), should be responsible for determining what this is, not some money motivated industry who appears to be modifying each generation more and more MAY 2018



into a radioactive Barbie and Ken cloned army. It would be great for people to reflect on how they feel and what they feel comfortable with. The Arnolds this year looked to me, like a major exhibition of self and/or sponsored exploitation. Sponsored athletes have an obligation to promote an image for whichever company they are sponsored by. . . but instead of being star struck or inspired, as I had been in previous years, on this occasion I looked at them with sympathy and thought: ‘I guess this is the equivalent to being a monkey in the zoo, paid in supplements and apparel to perform’, and for a lot of those athletes I imagine it would be a great honour to feature at the Arnolds and be photographed relentlessly for 3 days while people line up for hours to score free shirts and be seen with you. But, it would also come at a cost. For as strong and disciplined they are aesthetically and with their training and nutrition regime, I hope their body image and headspace are even stronger to process this unhealthy environment in a healthy way. Thirdly, the current designers of the fitness apparel lines that are taking over social media with nude and tan colours owe us all an explanation. What has inspired this movement and why are people falling for it? Essentially, anyone with tan and nude coloured active wear tights are now the owner of industrial panty hose. If you want to be naked, be naked. If you didn’t want to wear pants or hadn’t shaved- why didn’t you just wear opaque tights? Seriously, what’s the difference? If the athletes and competitors who compete in virtually nothing (bodybuilders and pole dancers included) were made to look conservative by the spectators, I flag that as a major concern. Is this a display of extreme confidence or in actual fact an attempt to conceal severe insecurity and a desperate attempt to conform to whatever the industry deems is now ‘in vogue’? In my experience, the latter is more prevalent. Is this exploitation really something consumers are oblivious to and can the merchandisers selling these products honestly state that their intentions are not to exploit their customers by dressing them in the Emperor's clothes? If you own nude tights please consider wearing shorts or anything over your bum . . . even if it is Wednesday. So much of the products available in the fitness industry are now geared to an increasingly lazy, impatient market. Is this because we, as a society, are becoming lazier and less motivated? It’s possible, with the advances of technology


MAY 2018

the options to make life easier- everyone is about working smarter not harder. But, some of this ownership should fall heavily on the shoulders of the evil marketing geniuses who are conditioning us to expect ‘quick fixes’. So many brands at the Arnolds sell their products and services through promoting ‘fun’ and ‘confidence’ with obnoxiously loud music and half naked ‘ambassadors’. To me, as someone who is confident in my body, nutrition and training regime, this is an absolute turn off! Not because I think I’m better than that, but because I think everyone is better than that! It has become such a plastic, superficial, forced industry you could almost taste the cheese in the atmosphere. A lot of products on the market are likely to be harmful, if not physically then psychologically. As a health professional, let’s add a little ‘duty of care’ to the services we provide. If you are encouraging people to take liquid meal replacements- for the love of god line up some complimentary colonic irrigation vouchers to ensure your ‘valued customer’ is still allowing their body to function the way they are designed to. I am pro-Arnolds and a BIG supporter of any event that allows people to compete in their chosen sport. I also exhibited and competed in kettle bell sports. This has given me insight into 3 aspects of the event; as a spectator, exhibitor and competitor. I can honestly say that the athletes were and always will be, the highlight for me. I maintain that I have nothing but respect for any athlete who trains to be their best and even more so for those who strive to be the best in the sport. For me, it is sad to think that not everyone shares this respect and that by achieving an ‘elite’ status in a sport means that some athletes have to perform for sponsors who exploit them. I guess that is deemed to be a mutually beneficial arrangement –’exposure for exposure’, which each athlete has the option of accepting or declining depending on their morals and motives. In summary, the best advice I can give anyone is to not feel pressured to conform to a surgically, or in any way artificially, modified clone of the ‘fitness industry’ which is becoming more disproportionate and less naturally achievable. (Please be aware that the image that is currently being promoted in the fitness industry is tending more and more to promote the cosmetic surgery industry.) Be aware of what you are really buying into and consider keeping the receipts to cash in for your actual health and well being.

SOMETHING NEW IS COMING Our teams have been working tirelessly to design and incorporate a sleek, bold new look and feel into our brand’s DNA. This represents a style upgrade that flows effortlessly from the finishes you’ll find, to the colours and textures of our cardio and strength equipment that will make your facility shine.

CARDIOVASCULAR LINE To provide a cohesive choice across the range we have updated the colourways of our cardiovascular products. The bold, new look embodies sleekness and sophistication with the new contemporary Gloss Metallic Silver or chic Black Pearl, to complement the aesthetics of any facility.

STRENGTH LINE To deliver consistency throughout your facility our strength lines also features bold Black Pearl as a frame option, along with three new upholstery colours: Hunter Green, Blue Jay and New Purple. We continue to meet the growing requests for customisation with options for personalised shrouds.

Contact Precor Sales to learn more: 03334 149774 • •



MAY 2018


How to Recruit a Great PT Matt Bolam

paul swainson

jamie sweeney

Sir Richard Branson had it about right when he advised employers to ‘train staff up so they are good enough to leave; look after them so they don’t want to.’ As far as gym staff go, few are more important than your PTs: frontline and 100% customer-facing, they can make or break your members’ experience and view of your club. Katherine Selby spoke to Training Provider of the Year, Future Fit, large operator Everyone Active and smaller operator Speedflex to seek insight into what gym owners should look out for when recruiting a PT.

Look Beyond the Certificate ‘There is still a wide discrepancy between course and assessment requirements of many training providers: a Level 3 PT certificate alone is no guarantee of quality of training,’ advises Paul Swainson, Future Fit’s Head of PT. ‘Learning over an extended period of time is much more preferable to a fast track course which can leave new PTs feeling like rabbits caught in the headlights.’ A prospective PT holding a Level 3 certificate could have trained in less than six weeks, 100% online, had no practical assessment and not even have stepped foot in a gym. At the other end of the scale, a Level 3 PT student who has trained with Future Fit will have undertaken 12-18 months’ training, had classroom sessions, practical training and assessments and completed PT and nutrition real-life case studies. ‘I’ve never been a huge fan of fast track PT courses as often the knowledge of the trainer can vary hugely,’ says Matt Bolam, Operations Training Manager at Speedflex which has 13 UK studios. ‘Some of those Trainers completing the three-month course will have no experience, no prior reading and will lack the necessary practical skills to deliver effective programmes.’ Matt believes most PTs are kinaesthetic learners – ie they learn better by undertaking physical activity rather than simply watching and listening. Shorter, online courses simply don’t allow for on-the-ground

situations or real-life interaction thus overlooking these key learning experiences. When gym owners meet a prospective PT, it’s important to check if their Level 3 assessment was practical or theoretical, based on classmates or real clients and conducted over a weekend or a longer period of time. Furthermore, not all PT courses include the necessary ‘soft skills’ – communication, confidence, empathy and relationship management. By ensuring PT candidates demonstrate practical gym floor and client interaction skills as part of their assessment, gym owners will quickly see who can walk the walk as well as talk the talk.

Recruitment Process ‘When recruiting we need to be confident in the PT’s programming skills and will ask them to talk us through the type of programme they would put together based on scenarios we give them,’ says Jamie Sweeney, Regional Fitness Manager at Everyone Active which has 131 UK MAY 2018



gyms. ‘We would also ask about previous experiences with clients, targets, budgeting, goals, professionalism and what challenges they foresee to gain insight into their mindset and skill set.’

are motivated to do well, but they have nothing to reflect on and have yet to find what works best for them,’ says Jamie. ‘That’s not a problem provided they are happy to work with us to help them figure things out quickly.’

‘We have two rounds of interviews, but key for us is to see a practical session delivered by a prospective PT that gives them a chance to showcase their personality, knowledge and overall ability,’ says Matt Bolam.

‘I like the fact newly-qualified PTs are easier to mould in terms of how you want sessions to be delivered,’ says Matt. ‘They’re often very receptive to delivering differing training methods dependent on the client’s goals and eager to learn.’

‘Demonstrating an ability to effectively coach people will be a huge asset,’ says Paul who suggests that gym owners observe PT candidates on the gym floor and watch how they approach gym members, engage them in a conversation and demonstrate their technical skills.

More experienced PTs need less training and can bring their experience to the club. The need to nurture and guide them is less but you need to know that their experience and views are in line with your club. More experienced PTs are usually older and have more life experience too: theoretically they should also be better with people generally and clients particularly.

Nature or Nurture? ‘Gym owners shouldn’t expect the finished article to walk through the door,’ says Paul. ‘Continued Professional Development (CPD) is the name of the game: training a PT using your distinct or unique methods will allow you to consolidate and build your brand, while developing their skill set and knowledge. This is where a great PT can be created after they have been recruited.’ Both Everyone Active and Speedflex require a minimum Level 3 PT qualification from any recruits: but as already identified not all Level 3 PTs are created equal. Matt also welcomes additional relevant qualifications as they can help deliver a higher standard of service. Both businesses also run induction courses for new recruits to bring them on board with their way of working. ‘All our trainers attend a three-day induction course followed by the chance to shadow more experienced trainers to gain the key experience needed for the Speedflex training concept,’ says Matt. Everyone Active has a compulsory company induction. ‘This process is as much about feeling part of the team as checking in on skills,’ says Jamie. ‘We offer numerous training opportunities as well as support from our fitness managers to give our PTs every opportunity to develop and learn how to conduct themselves in a professional manner.’

Newly Qualified VS Experienced PTs Another consideration for gym owners is whether to recruit newly qualified or more experienced PTs. ‘Newly qualified PTs come with plenty of enthusiasm and

Creating or Recruiting the ‘Finished Article’ ‘Recruiting the finished article is very rare, most finished articles are already working elsewhere achieving a decent income,’ says Jamie, bearing out Sir Richard Branson’s philosophy. ‘We can make them a great offer, but the secure income they have already worked hard to achieve is the primary factor when making a decision to move facilities.’ So what if the best PTs are somewhere else already? By taking care in the recruitment process and being prepared to invest time and money in upskilling PTs with potential, gym owners could soon find themselves with ‘finished articles’ that other clubs will envy. ‘If we feel a trainer has the personality and ambition to thrive in our environment, we will employ them accordingly and develop them into our best PTs,’ says Matt.

Would You Buy From This PT? It seems that the best way to recruit the best PTs is to take a careful and considered approach to reviewing their quality and duration of their training, be prepared to invest time and money in their continued professional development and ensure you look after them. It can be tricky to spot a winner amongst the many applications so perhaps take a leaf from Jamie’s book and add in one final caveat: ‘On completion of the recruitment process and taking into account everything I have heard and seen, I ask myself would I buy PT from this person for myself and/or my mum? If the answer is yes sign them up before anyone else does.’

Characteristics of a Great PT  Outgoing personality  Sociable  Passionate about helping others  Approachable  Organised


MAY 2018

 Knowledgeable  Empathetic  Willing to be trained up  Keen to learn and develop


Recruiting a PT - A Second View Point What would a gym owner be looking for when searching for the ideal Personal Trainer to meet their vacant job opportunity and to suit their health and fitness centre? Here are Charlotte Purvi’s, CEO at Careers in Fitness Global Ltd., thoughts. 1. An absolute must is Industry recognised certifications, and those that have been obtained through a wellrespected leading provider of training and education. Possessing such qualifications demonstrates to the gym owner that the individual has the key knowledge and skills required to deliver effective Personal Training sessions that will be desirable to their members and individually tailored to their specific requirements. Knowledge relates to the principles of exercise science, human anatomy, and nutrition, and skills include an ability to plan, prepare and implement a training programme progressively, set appropriate ‘SMART’ motivational goals, and adapt to change as necessary. To qualify as a Personal Trainer one would need to obtain a Level 2 Certificate in Gym Instruction and Level 3 Certificate in Personal Training. A course that combines the two is known as the Level 3 Diploma in Fitness Instruction and Personal Training. Careers in Fitness Global are a leading health and fitness education provider with over 64 qualifications on their digital platform that is able to provide flexible ‘on-thego’ learning. Courses can be undertaken on your phone, I-Pad or desktop allowing learning to be achieved from home, work or whilst out and about in the park, shopping mall or wherever life takes you. New training concepts can be accessed instantly on your phone between clients via interactive forums. Following completion of qualification, and examiners sign-off, certificates are immediately accessible from your email inbox.

Qualification/ Courses

Level 2  Level 2 Certificate in Fitness Instructing Gym (QCF)  Level 2 Certificate in Fitness Instructing ETM (QCF)  Level 2 Certificate in Instructing Pre-designed Exercise Sessions (QCF)  Level 2 Award in Instructing Studio Cycling (QCF)

 Level 2 Award in Instructing Kettlebells (QCF)  Level 2 Award in Circuit Training (QCF)  Level 2 Award in Suspended Movement Training (QCF)  The Boxercise Instructor Course  MMA Fit UK® INSTRUCTOR Course  Level 2 Award in Adapting Fitness Instruction for Adolescents (QCF)  World Jumping – Foundation Training Course  Fit2The Core Training Systems Coaching Program Level 3  Level 3 Diploma in Instructing Pilates Matwork (QCF)  Level 3 Certificate in Personal Training (QCF)  Level 3 Diploma in Fitness Instructing & Personal Training (QCF)  Level 3 Diploma in Exercise Referral (QCF)  Level 3 Award in Nutrition for Physical Activity (QCF)  Level 3 Award in Conversion of Advanced Fitness Instructor to Personal Trainer (QCF)  Level 3 Award in Designing Pre and Post-Natal Exercise Programmes (QCF)  Level 3 Award in Education and Training (QCF)  Level 3 Award in Assessing Vocationally-Related Achievement (QCF) MAY 2018



Level 4  Level 4 Award in the Internal Quality Assurance of Assessment Processes and Practice (QCF) International  NAFC Personal Training Certification  NAFC Yoga 200 Fitness Certification  ACE IFT® Model: Personal Training Program Design CPD/Online Seminars  Hypertension and Exercise  Obesity Myths Uncovered CPD Course  Low Back Disorders Online CPD Course  Effective Exercises for Scoliosis Online CPD Course  Facilitated Stretching Online CPD Course  Myofascial Release Online CPD Course  Hamstring Strains Online CPD Course  Youth Conditioning  Nutrition for Young Athletes Online CPD Course  Strength Training for Fat Loss Online CPD Course  Muscle & Strength Online CPD Course  Essentials of Eccentric Training Online CPD Course  Designing Resistance Training Programs Online CPD  Plyometric Training CPD Course  Padwork Boxing Training CPD Course  Power Club Training CPD Course  Medicine Ball Training CPD Course  Suspension Training CPD Course  Tri-planar Kettlebell Training CPD Course  Fuelling Physical Activity CPD Course  Running Mechanics/Gait Analysis Print/Online CPD  Develop Training Plans for Cyclists/Triathletes Online  Running a successful PT Business CPD Course 2. A commitment to continued professional development would also now be a must for any gym owner to consider when recruiting for that PT job vacancy. These requirement are determined and regulated in the UK by the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) and serve to safeguard that fitness professionals remain current and are committed to maintaining and developing their skills and knowledge over the duration of their career, thus ensuring the validity of accreditation and certifications held. I feel that aiming to recruit a PT that has a really strong desire to ‘be the best trainer they can possibly be’ would be a very useful strategy to adopt. CIMSPA members must obtain 10 CPD points per year and this can be completed via courses, workshops or seminars/conferences, all of which are available on the new Careers in Fitness Global App. The Careers in Fitness Global App is live and operational, and brings with it the following functionalities;  Able to take payments in Euro's, Dollars and Pounds  Processes the student booking


MAY 2018

 The courses section displays purchased courses, and new courses can be paid for and added as desired  Course content held securely within the app and can be viewed using a mix of video and written content  Live video content  Student to tutor video link-up  Courses can be translated  Tutors can be added to the system and monitored via the in-built tutor diary  Associates tutors with individual courses and specific students  Assessments and exams can be built into the App  Video uploads for assessment purposes can be sent through the app  Tracks student progress from start to completion as per exam board requirements  Produces certificates on completion, with any course certificate able to be uploaded  Produces financial and student reports, including analytics  Push notifications system to send regular mail outs  Online forum, blog and club  Social media links  Works on Tablet devices, iOS and android platforms The Careers in Fitness Global App is an APPsolute must have for all fitness professionals on the go.

3. Exceptional interpersonal skills is the next characteristic I would highlight as being an essential consideration when recruiting a Personal trainer. The individual should be presentable, positive, bubbly, fun, innovative, and creative, with an ability to make what some might consider tedious exercise into a fun and enjoyable activity for their clients. There personality will reflect on the company/gym facility, therefore it is critical to recruit an individual who reflects the ‘image’ you are looking to portray. I also feel that my success as a Personal Trainer can at least be partially attributed to being a good listener and therefore this is another key attribute to assess for. 4. Your new recruit should also be a skilled salesperson, promoting, selling and reselling their fitness product, which will contribute to membership retention within the facility. Ideally the individual should also be capable of bringing in additional revenue streams to the facility by encouraging product sales and promoting the health/ fitness centre to their friends, colleagues and family (perhaps through social media). 5. In my experience, the very best Personal Trainer recruits are the ones that enjoy their PT sessions as much, if not more, than their clients. Their passion for health and fitness is exuberant and infectious. These Personal Trainers are often the most successful and have fun each and every day. Their clients absorb some of their energy and this helps to ‘supercharge’ the PT session, and often the best and most striking results are obtained. Individuals like this ‘pick-up’ clients with ease, the clients keep coming back for more, and member retention and sales figures are always maintained or grown.

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.

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.

FitQuest can be used by gym goers to assess their own progress, PTs to monitor client achievement and operators to improve member engagement.

Contact our team at or call 020 7518 7323 to find out how you can be part of the measurement revolution. FitQuest Division, MIE Medical Research Limited Tel. 020 7518 7323


Aspire We find out more about Aspire, a unique organisation that has led the way in inclusive leisure facility design and has pioneered greater inclusion of disabled people in the leisure industry workforce. The national charity was set up initially to raise funds to build a rehabilitation facility for patients of the London Spinal Injury Centre. In its desire to make the facility also available to the local community, Aspire created a fully integrated accessible leisure centre that could be enjoyed by disabled and non-disabled people together, the first of its kind in Europe. The Aspire Leisure Centre operates as a successful business that also supports the charity’s work to provide practical support for people with a spinal cord injury. The Charity runs various fundraising events based around sport and physical challenges. The Aspire Channel Swim is one of its flagship events that encourage people to swim the distance either as a real open water challenge, or within their local pool. In addition to attracting disabled customers, the Aspire Leisure Centre also recruits staff and volunteers with lived experience of disability into its workforce, from reception staff through to gym instructors. Many of the disabled members report feeling more welcome and less intimidated in the leisure setting when they see people ‘like them’ working there. Recognising that disabled people were significantly underrepresented in the wider fitness sector workforce, Aspire 26

MAY 2018

set up the InstructAbility programme in 2010 to create accessible training and employment opportunities. The Sport England funded programme is open to a wide range of disabled people, including those with physical and sensory impairments and people who have experienced mental health difficulties. Aspire has partnered with training providers such as YMCAfit and The Institute of Swimming to enable disabled people to become qualified leisure professionals. As part of the programme instructors undertake a leisure centre work placement to develop their skills and encourage other disabled people in the local community to get active. To date, over 300 disabled people have qualified as fitness professionals, with many gaining employment following their placement. The impact of InstructAbility has been independently evaluated by Public Health England (2018) concluding that the programme has positive benefits for participants that impact their health, wellbeing and employment opportunities. Statements illustrating this impact included in the report ‘My confidence has grown, job prospects have changed hugely & now become a trainer within the fitness industry & helping more disabled people into exercising & improving their daily lives.’ ‘It has got me working after five years unemployed and being told I should never work again. It's opened up opportunities for me as a person, it has just enriched my life in a way that words just can’t describe.’


However it is not just disabled people on the scheme that benefit, employers also have a lot to gain. Hilary Farmiloe, who manages the InstructAbility programme at Aspire, explains, ‘Although you can teach staff to understand disability, nothing compares to having someone on your team who has lived it. Disabled instructors often use high-level problem solving skills in their own life, which they can draw upon to adapt exercise for others. They can help the centre attract a broader client base and employers often report a positive impact on their existing staff, enhancing knowledge and understanding across the organisation.‘ InstructAbility has partnered with hundreds of leisure operators across the country with employers providing positive feedback; 'Paul was very engaging with school groups and those members that have some form of disability. Paul brought in five new disabled customers and had a very positive influence on the working atmosphere of the gym'. Kingshall Leisure Centre 'It has opened a new avenue for us and engaged with people we would normally struggle to. It has also raised the awareness within the gym team and enhanced the offering from the centre'. Felixtowe Leisure Centre Despite the success of InstructAbility, Aspire is not satisfied with the status quo. Farmiloe says, ‘InstructAbility exists because there are still too many

physical and attitudinal barriers to disabled people wishing to train and work in the leisure sector. Inclusion is at the heart of Aspire’s mission, whether we are looking at leisure services or workforce development. We want disabled people to have the same choice and opportunities as non-disabled people and all the time we segregate disabled people from the rest of society , we will perpetuate the belief that the problem is with the disabled person, rather than the barriers constructed by society which inhibits their inclusion.’ With an eye on this longer term vision, Aspire is working with Birmingham University to create 'Best Practice Guidelines' for training and employing disabled people in the sector. The research project is currently underway with a plan to publish the guidelines early next year. In the meantime, graduates of the InstructAbility programme are making their own mark on the industry as they forge careers and become key influencers of the future. Some graduates have already opened their own inclusive gyms employing disabled staff, with others being invited onto leisure boards and working with training providers and equipment manufacturers to enhance access and inclusion. They also act as role models for other disabled people who want to pursue a career in the fitness industry.

We look forward to sharing stories of these successful fitness professionals in future publications.

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!

MAY 2018



Owner of the Month

Keep it Simple, Grow Gradually, Take Risks and Enjoy Your Members We meet Matt Brennan from Grange Fitness, and talk to him about the changes his facility has gone through, and what he has achieved. Gym Owner: Matt Brennan Gym Name: Grange Fitness & Performance Centre Location: 23 Betts Ave, Martlesham, Ipswich IP5 3RH Email: Web: # of members: 240

How did you become a gym owner? Long story short, by the age of 19 I had two knee operations resulting from playing football, unfortunately neither fixed the problem, so I then found an amazing sports therapist who sorted my knee out within a few sessions. I then decided I wanted to help others as my therapist had helped me. I started looking for sports therapy courses as I didn’t want to commit to the long term studying that came with becoming a physiotherapist. Once I found a suitable sports therapy course part of the qualification was personal training, and both businesses then grew from there.

How many gyms do you own/operate? Currently I have just one gym, but we have progressed to bigger premises on five separate occasions. My journey was

4943 deg 239592 34-0 3-=323 4943 deg 239592 34-0 3-=323

Running Press ups Balance Jumping R 4943 deg 239592 34-0 3-=323


4943 deg 239592 34-0 3-=323


MAY 2018


Owner of the Month

Aside from the gym, what other facilities do you offer your members e.g. cafe, classes, creche etc.? We are predominately a Crossfit and boxing gym (Suffolk Punch Boxing Club), in addition we offer personal training, sports massage and are beginning to introduce other classes such as BJJ, kickboxing, and cycling conditioning.

How many staff do you employ? I have around 12 self employed coaches.

How important are PTs to your business? PTs are massively important to what we do, and an integral part of our success. It’s what our business has been built on for 16 years and an area that we continue to grow. Effectively it’s the PTs that our members invest in, therefor it is very important to find PTs that share in our ethos of putting our members at the centre of everything that we do. as follows – I trained people from their homes initially, then after 18 months I progressed to a small studio on top of a martial arts centre. A few years later, I found a second unit about five miles away, this was bigger, hatching the idea that the larger space would be used mainly as a gym and both facilities would cater for PTs. Things went so well, I then expanded once more into even bigger premises, going from 700 sq feet to 3500 sq feet! After a while, two gyms got too much, so I made the decision to close the larger premises down and chose to concentrate on the smaller one. In time we found that we had to expand once again. Alongside the expansion I also started to run boot camps in multiple locations. It was at this stage that we started to see a massive growth, I then made the decision to introduce the boxing element to the gym and discovered Crossfit, such was the uptake for these classes I was forced yet again to find even bigger premises. We were one of the first gyms to introduce Crossfit in our area and were lucky enough to introduce it just before Crossfit really took off. Once again after a few years of running the boxing and Crossfit we found we had once again outgrown our building, forcing the move to our current location which is 5000 sq feet.

How long has your gym been operating for? 16 years

How do you motivate/incentivise your staff members? By allowing them to grow their own businesses within our environment and with continued encouragement and support. We are also about to introduce staff member of the month, where staff members are in the running to win various prizes each month. We believe that it is just as important to make your staff feel valued as it is your members.

Do you provide any financial assistance for your staff with regards to their training & development? Yes we do, continued training and improvement of our staff is key. We have recently put our coaches through Crossfit, ABA boxing, and Hatton boxing courses, even though they are self employed we know that the more qualified our coaches get the better service our members will receive. The fitness industry is a very competitive market so it is important that we continue to keep up with market trends and consumer demands.

What makes your gym unique? I don’t think there are many gyms that offer the combination of a boxing gym with a Crossfit gym. I’m sure many gyms think they have the best community, but I really do think that


gRecovery& BIA -3292ur942294847u321

4943 deg 239592 34-0 3-=323

4943 deg 239592 34-0 3-=323

123u748492249ru2923-023902345i8 323=-3 0-43 295932 ged 3494

MAY 2018 29

Owner of the Month


How do you retain your members? We offer incentives for members bringing friends, but most importantly we retain our members with the quality of the coaching and by continuing to move the gym forwards, this is what keeps our members happy. We don’t want to become complacent or rest on our laurels. Every year when members renew their membership they always receive a gift, from a bag, to a hoodie or even free PT sessions.

How are you promoting your brand and marketing your gym? the people and staff at GFP really make it special. I want our members and staff to feel like they are part of a community, part of a tribe, and I feel like this has been achieved.

What advice would you give to other gym owners just starting out? Keep it simple, grow gradually, take risks and enjoy your members – they are key to your success – Oh and get a business coach - I have used my coach for the past seven years, and if it wasn’t for her I’m not sure where I or the business would be!

What are the biggest challenges facing your business today? As a business owner, and as the business continues to grow, I am faced with many challenges on a daily basis, having the right systems and infrastructures in place is imperative.

What significant changes have you seen within the industry over the past 3 years? People appreciate the personal touch – I see independent gyms getting stronger and stronger. I have also seen olympic lifting increasing massively, especially amongst females. Boxing too has been on a massive high in the UK since 2012, and I’m sure this will continue.

With my business coach we always have 10 marketing strategies going at once – Social Media has done wonders for business and is something we tend to focus on for getting the GFP message out there. It’s a cliché, but word of mouth is also an invaluable tool for our marketing bringing new faces through our doors on a weekly basis

What is your biggest success story? The progression of the gym over the years – starting out training people in their homes, to getting my first studio, further developing into various different sized buildings to our current premises which is a 5000 sq foot building buzzing with happy members. From a successful members perspective, watch out Fabio Wardley – he WILL be a British heavyweight champion and he started here at Suffolk Punch Boxing Club!

Finally, if there was one thing you could change in the industry, what would it be? I’m a big believer in functional training, so I wish every gym would be more directed in this line – saying that if all the big gyms did this, I may not be in business!

How do you engage with your members? Social Media is always top of the list, but regular emails, along with face to face chatting to members is still important. We regularly get together with members and ask for their feedback on how we can improve our services.


gRecovery& BIA 3292ur942294847u321


MAY 2018

4943 deg 239592 34-0 3-=323

4943 deg 239592 34-0 3-=323

123u748492249ru2923-023902345i8 323=-3 0-43 295932 ged 3494




Abigail Harris from Big Fish Public Relations, Communication Specialists for the Fitness and Leisure Industry, takes a look at how Spinning® can be integrated into, and benefit, a boutique environment. Jumping on the back of the explosion in boutique fitness could be a smart move, particularly with the trending indoor cycling market. But how do you go about choosing the right brand and the right programme to best recreate a boutiquestyle indoor cycling community?

Not all indoor cycling is Spinning® Most of us still ‘hoover’ with our vacuum cleaners and, just like Hoover, since the Spinning® brand’s launch in 1991 it’s become so popular people simply interchange Spinning® and indoor cycling. ‘But not all brands are equal and certainly not all indoor cycling is Spinning®,’ says Steve Carter, Managing Director of Precor UK, which partnered with the Spinning® brand in 2015. Together with Precor, Spinning® is raising the bar, bringing the world’s most popular indoor cycling programme to your members. Proud and storied, with a reputation for delivering more than an indoor ride – it’s a carefully crafted experience, creating a strong following and sense of community. So what’s in it for your club? ‘The Spinning® programme was created to make fitness accessible, rewarding and fun for everyone. In doing so, they created a model for outstanding success,’ continues Carter. ‘Whatever your club’s size or budget, Spinning’s® commitment is the same - a wealth of resources, education and instructor training, gold standard bikes, exemplary customer service and unmatched marketing support that make it easy for you to stand out from your competition.’

What are the benefits of introducing a boutique Spinning experience?  Spinning® offers members a highly rewarding and even addictive group exercise programme  Spinning® can generate additional income with each session  Just as members assume you’ll have treadmills in the gym, Spinning® will meet customers’ expectation of indoor cycling  Support and retain - members love the social interaction and personal guidance  With 27 years of history and millions of riders worldwide, Spinning® already has a global community that your club, instructors and members can tap in to  Increase member sales. Industry trends show many new members join because they are attracted by Spinning® or another group fitness class MAY 2018



Why Spinning®? SPINNING® BRAND NAME AND LOGOS Only Official Spinning® Facilities can use the name and logos of the most widely-recognised and highly-regarded brand in indoor cycling. HIGH QUALITY INSTRUCTORS The Spinning® Instructor Certification programme trains extraordinary instructors to pack classes and transform halfhearted participants into dedicated regulars, increasing your member retention. Ongoing education ensures instructors keep learning and delivering fresh exciting classes. BEST-IN-CLASS EQUIPMENT Designed and engineered to mirror the ergonomics and geometry of a road bike, Spinner’s® patented bikes, manufactured by Precor, are built to withstand whatever your members dish out and adjust to fit all shapes, sizes and abilities. MARKETING SUPPORT Event support, promotional materials and an extensive collection of online resources help you create a buzz around your programme. CLUB PROMOTION Looking for new members? The Spinning® Facility Finder at generates referrals to your facility. PROFIT CENTRE Wholesale pricing on Spinning® gear for your shop and turnkey eight-week class programmes help boost your bottom line. CLUB WITHIN A CLUB ‘Spinning® is the biggest indoor cycling brand on the planet because we train your Certified Spinning® team to drive your Spinning® Club’ says Sarah Morelli, Precor Master Trainer and Director of Athleticum, Training Partner of Precor UK. ‘Class attendance rises, consistency improves, social interaction rockets and you create a boutique studio within your club and that drives memberships.’

Andrew Cornwell, Centre Manager, for New Vision Fitness at the George Campbell Centre in March said: ‘Offering certified Spinning® classes is fun, attracts new customers, provides an inclusive environment and enables us to offer a highlevel, professional standard of teaching. The feather in our cap is easily filling a 34-bike Spin class at 6.30pm on a Friday night - something unheard of in the industry, and we’ve had to expand our weekday offering too. We’ve now invested in Precor SpinPower® certified training for instructors across all of our centres!’

So, what makes a Spinner® bike best in class?  With various models and power options available there’s something to suit every club’s needs and budget  All bikes have a great feel as they’re all engineered to match the geometry of a real road bike  With a wider range of adjustments than any other indoor cycle, the Spinner® bikes are a great fit for everyone  The chain-driven Spinner® Rally, Shift and Ride models provide instant effort and intensity feedback  The solid and reliable Kevlar cogged timing belt on the Spinner® Chrono Power has a 10-year warranty James Hoyle, Franchisee of Anytime Fitness Bramhall said: ‘We are limited to only five bikes as our studio is small, but classes are included in the membership and are maxed out during the evenings and at weekends. Our members love them and we've received lots of comments that they wish we had capacity for more Precor Spinner Rally bikes.’

Keep them coming Member retention is based on results; and be it weight loss, calorie burn or increased fitness, the Spinner® Chrono Power will give your members a reason to keep coming back for more, according to Morelli. ‘The bike’s console gives members accurate and consistent measurements of their performance in terms of calorific burn, RPM and distance, and in turn improved tracking towards their goals. The technology enables clubs to provide more accurate weight management packages, meaning your business can tap into a whole new revenue stream,’ she says. But there’s a difference between having power and knowing how to use it, so if you buy into the Spinner® Chrono Power Precor recommends investing in the two-day advanced instructor certification SPINPower® programme, which includes how to coach with power, perform threshold tests, as well as analysing and using the data to support your members’ goals.


01 32

SPINNER® BIKES Your facility must have all official Spinner® bikes by Precor.

MAY 2018


CERTIFIED INSTRUCTORS Employ Certified Spinning® Instructors or schedule a Spinning® Instructor Certification course to train and certify staff.


REGISTER YOUR FACILITY Sign up as an Official Spinning® Facility and take advantage of the globally-recognised brand and marketing support.

Introducing the Spinner®

CHRONO The Spinner® Chrono by Precor distances itself from the pack of indoor cycles that measure power by offering a hassle-free experience for operators, instructors and riders alike, all while staying true to the iconic feel of a Spinner® bike. With no batteries to change, direct power measurement, patent pending magnetic resistance, and the brightest console back-light in the industry that remains on even after the ride is over.

The Spinner® Chrono bike will exceed expectations...

KEY FEATURES: • Self-generating, back-lit high visibility display never needs batteries • Magnetic resistance system with strain-gauge power measurement technology • Kevlar® for authentic riding experience • Self-calibrating performance system

Contact Precor sales to learn more: or visit


WHAT’S HOT THIS SUMMER & HOW TO BENEFIT FROM INDOOR ROWING AND CYCLING Matt Gleed, Master Trainer and Education Specialist, discusses the best ways for your clients to make use of bikes and rowers this summer This month hopefully welcomes a change in the weather and this often has a big impact in how people choose to train. We will see more outdoor activity as the warmer weather becomes more consistent. It means the triathletes start hitting the roads more, and with the regatta series well on the way after the boat race, it seems right to look at two of the most common types of fitness training. Inside gyms all over the UK, members will be wanting to get an efficient and effective workout in so that they can get out and enjoy the long days, and fingers crossed – the good weather. To help members make the most of the gym time, here are my top hot tips for how to make the most out of the rowing machine and indoor cycling: 34

MAY 2018


years, Indoor Cycling has had a huge stage and this popular form of group fitness has given a year round opportunity to get cycle fit to the masses. We are now seeing indoor cycling branch out into several different, successful directions. From performance-based classes, to high-energy classes accompanied to motivation soundtracks right the way through to transformative competitor, or race-focused training. Here’s three great ways to encourage your members to use bikes

ROWING It's been shouted about for decades, but if your unsure, Indoor Rowing is a great workout. Using over 80% of the muscles in your body and giving you not only a cardio workout but great muscle toning too. It’s gaining huge take up at the moment and with comparisons being made like ‘Rowing for 12 minutes is similar to a 30 minute run’ its great for time focused gym participants. Here’s three great ways to encourage your members to use the Indoor Rower: 1. Warm Ups Looking for more of a steady warm up for a gym workout? A 1,000m distance will allow all the big muscles to get ready for the work ahead and give you some internal focus on how your body is feeling. This is also a chance to practice your rhythm and technique. 2. World Championships Focus on 2,000m for time; this is a standard Olympic Regatta distance and is the big focus for the Indoor World Championships. Even Cycling legend Sir Bradley Wiggins is getting into Rowing and came 21st in the recent World Championships with a time of 6:22 3. The Big Finisher If you are looking for some classic, hard intervals try a pyramid set starting at 100m with a 10 second rest, then increase the distance by 100m amounts and the recovery by 10 seconds up to 500m:50sec. Then come back down the pyramid in the same way. This is mental and physical conditioning at its best.

BENEFITS FOR A PERSONAL TRAINER Getting a client to row is a chance to coach form and challenge them on what they can achieve. With your vital encouragement, the client gets the benefits of doing more than they would on their own. Plus, the focus a PT can bring onto performance data, comparing weekly session times. A tough workout with no impact from the ground is a great alternative to other cardio options.

1. Heart Rate Training This could be to ensure people are not working too hard so they can maintain the workout time set. Cycling coaches often use HR Training as a way to ensure the rider is working within their capabilities and not adding fatigue to tired bodies. This type of training is also often used for weight loss, medical guidelines and calorie burning. Typically working at 60% of a maximum heart rate is a start point for a low level workout, but have a look at the below table to pick your zone. 2. Interval Training Interval Training can be used to work your top end of fitness. The time it takes for a heart rate to return after a sprint or surge of effort is a great indicator of high fitness levels. It is important to understand your zones and not try to stay in a high zone for a long period of time. 3. Power Training Focus on the Watts you are producing to ensure you are creating power and holding speed. It’s a great way to give focus to your training in either a constant level of intensity, or to give effort and recovery levels. A common form of training for athletes is to use varied intensities during performance to replicate sport-specific efforts. Zone 1 (60-65% of maximum heart rate): For long, easy rides, to improve the combustion of fats. Zone 2 (65-75% of MHR): The basic base training zone. Longish rides of medium stress. Zone 3 (75-82% of MHR): For development of aerobic capacity and endurance with moderate volume at very controlled intensity. Zone 4 (82-89% of MHR): For simulating pace when tapering for a race. Zone 5 (89-94% of MHR): For raising anaerobic threshold. Good sessions for 10- and 25-mile time-trials. Zone 6 (94-100% of MHR): For high-intensity interval training to increase maximum power and speed

CYCLING With Triathlon races, Road Time Trials, Velodrome Experience Days and even Cross Country Winter Mountain Bike series, the world of cycling is ever growing. In the yms, Leisure Centers and Health Clubs, more and more bike-focused workouts are being introduced. For the last 20 MAY 2018 35

WATTBIKE: INNOVATING FOR A DECA AND LAUNCHING NEW PRODUCTS FOR HISTORY Since breaking onto the indoor cycling scene 10 years ago, Wattbike have spent a decade at the forefront of innovation in this sector. Striving to create world class products, market leading technology, the most advanced software and the strongest partnerships. Indoor cycling used to be just about spinning. But Wattbike brought group cycling out onto the gym floor in its own right. Bringing training with power, testing and training zones to the masses. Wattbike didn’t just re-invent the indoor bike, they re-invented the entire indoor cycling genre. Wattbike Zones are now being installed across the country, with large operators, boutique studios and independents creating Zones with bespoke Wattbike graphics and branding to draw in the crowds.

PRODUCT With a self-professed obsession with performance, and a desire to replicate the sensation of riding on the road, Wattbike created a real-ride feel thanks to the regulation of airflow through the flywheel and inclusion of a freehub. This had never been done before. Spinning was a one-dimensional workout but with Wattbike came performance-based training. Indoor cycling saw a shift, and became about sport-specific training, fitness goals and accurately testing, tracking and measuring performance. This enticed a whole new consumer into the gym. In September 2017, Wattbike unveiled the first smart bike in the world; the ATOM. With patented technology and aimed at the home market, the ATOM has unrivalled connectivity to apps such as Zwift and built in, climb software to allow riders to simulate gradient changes and mimic real climbs automatically.

TECHNOLOGY Data is in Wattbikes DNA. The bikes technology initiated a unique way of collecting data that was calibrated and accurate. The patented sensor measures power at a level of accuracy that no other bike can match. It is this level of data that enabled Wattbike to create the patented Polar View and Pedalling Effectiveness Score (PES) technologies. The Polar View technology introduced a distinctive analysis tool that presented the balance between left and right legs, and the force being applied through the whole pedal revolution. PES was the evolution of this, which progressed and transformed how users could assess the impact of changes in pedalling technique in real time, something previously only possible in research lab settings. Having completely revolutionised indoor cycling over the past 10 years, Wattbike have no plans to slow down now.

ADE 2019

NEW FOR 2019 To follow an exciting period of international growth and a drive of continued innovation for the company, Wattbike will be launching a further two new products to the market at the start of 2019. These bikes will offer a wider variety of options in addition to the current product range ensuring whatever the indoor cycling need, Wattbike has the perfect solution. The Wattbike Pro / Trainer has already established itself as the gold standard indoor bike. This will not change, and the Wattbike Pro / Trainer is still the best bike for off feet conditioning and elite training. However, 2019 will see the evolution of this iconic piece of equipment with the launch of a new touchscreen monitor which will improve the content delivery and the connected solutions for users. When the Wattbike app was introduced, it was the first indoor bike to have an app that could save, store and transport data between the gym and home training environment. It initiated unrivalled performance analysis and technique feedback, and the Bluetooth technology in the monitor enables third party connections via smart devices to popular apps including Zwift, Sufferfest and strava. With the introduction of the new touch-screen technology, users will be able to take everything from the Wattbike app onto the commercial screen, leading the way in connectivity and user experience. To build on the huge success to date of the consumer Atom, Wattbike will also unveil its new commercial version of the Atom in 2019; the world’s smartest bike that will revolutionise indoor cycling for the health, fitness and studio environments. With in-built, interactive workouts, tests and training plans, users will be able to perform fully integrated small group training, rider-led training or connected training on the gym floor. Training will be more personalised, with connectivity to third party apps and the option to automatically change resistance due to smart technology including Ergo mode and climb modes within the bike. Richard Baker, Wattbike Managing Director, comments: “We have a history of innovation and you’ll never find us standing still. We focus on leading, not following advancements, and strive to always be revolutionising our products, software, technology and education.” “Our product range is already best in class, and we’re not replacing what we already offer. Instead, we are bringing more options to market so that whatever your indoor cycling or performance goal, there is a more personalised option for you.”

For more information visit or visit the Wattbike stand at Elevate.


How to Ensure Your Next Refurbishment Gives Your Club a New Lease of Life So, your gym facility is looking a little tired, and you want to give it a new lease of life. Where do you begin, and how do you avoid breaking the bank? We speak to industry experts to find out the main areas to consider when planning a refurb, and the latest trends.

Sheen goes on to say that significantly reducing the amount you spend on equipment can give you the flexibility to invest more into growth areas such as building works or new facilities.


Ben steadman

matt johnson

paul farrell

richard sheen

Equipment It’s no secret that kitting out a gym from scratch can come at a hefty cost. Even replacing select pieces of equipment can set you back quite a sum, but there are other options out there if you don’t have the luxury of buying brand new. Leading equipment manufacturer Pulse Fitness, the dedicated equipment arm of the Pulse Group, prides itself on the quality of its remanufactured equipment. ‘Refurbished equipment does not have to be old or dated; these pieces of kit often provide some of the latest technology, such as touchscreens, Internet access and iPod connectivity,’ explains Richard Sheen, National Sales Manager for Pulse. ‘Our remanufactured equipment is fully refurbished with genuine Pulse Fitness parts. Both standard and extended warranty contracts can be provided to support each client’s needs, and we can be flexible with leasing options to purchase or rent the equipment, inclusive of warranty support.’ 38

MAY 2018

When it comes to a refurbishment, one of the primary considerations should be the décor and flooring. Nobody wants to invest a substantial sum into new equipment and be left with an interior that doesn’t reflect the quality of your offering. A dated carpet or scuffed walls can be really off- putting to members. It’s important that they know you’re investing in all aspects of their gym experience by creating a space that’s enjoyable to visit. ‘It’s well worth thinking about how you can give your gym a bit more a brand identity by adding in inspirational wall art and graphics. Sometimes just getting the décor right in your club can truly make all the difference to your members, particularly if you’re on a tight budget,’ says Matt Johnson, Executive Director of Pulse Design & Build, the dedicated construction division of the Pulse Group, adding that you needn’t assume a big budget is always necessary. ‘We recently worked with De Monfort University and for less than £50,000, we were able to completely modernise the facility. We changed the wall colour and added some new décor. We also installed new equipment including a selection of functional training kit from our new range such as dumbbells, benches, strength and pulley machines - and finally, we put a fresh coach of paint on the window frames. The facility now looks completely transformed, all within a very modest budget.’


Small investments up-front can often lead to further investment in phased projects down the line. Johnson says this is a great solution for clubs on a tighter budget.

Reconfiguring space Paul Farrell, Account Manager for leading fitness solutions provider Physical Company, believes that before any refurbishment work starts, it’s worth taking the time to look at the latest training trends and training methods of your clientele as well as the space you have available within your facility. ‘We’re seeing more and more people move away from the days of huge banks of treadmills, and there’s been a huge shift towards a more functional approach in training. Assess how much your current machines are being used and see if you can use the space in a different way. There’s no point in spending a lot of money on shiny new treadmills if they aren’t going to be used.’ ‘We are constantly being asked by gym owners to reassess their floor space and see how a room can be reconfigured to maximise an investment. If your gym doesn’t already have a functional training area, it could be as simple as moving some existing equipment around to make way for any new equipment.’ Johnson concurs, adding that often a reconfiguration is all that’s needed. ‘Things like dated steam rooms, beauty therapy rooms, showers or changing areas with older designs often aren’t very space efficient. We look at the space as blank canvas and determine the best way to maximise it. By adding in some modern design features, you can easily create an updated look without breaking the bank.’ Farrell adds that it is always worth listening to member

feedback before making any major decisions, as you might find what you want is different to their needs.

Make sure your floor stands the test of time One of biggest expenses for any gym owner is the flooring. When it comes to purchasing, Ben Steadman, Business Development Director at EXF advises doing your research, otherwise it could prove costly in the long term. ‘Ask yourself whether you can afford to replace your flooring in a few years time. The motto is if you buy cheap, you buy twice. It’s crucial to work with a supplier that really knows what they’re doing. For years, flooring has been overlooked by gym owners who seem to forget that everything sits upon it, making it critical in your gym design. It is often the last consideration, but it should be among the first. Investing in a sound base is vital,’ he adds. ’Don’t get sucked in by the cheapest deal available,’ agrees Farrell. ‘If it sounds too good to be true it usually is.’ When it comes to buying flooring, Steadman advises operators to consider the following:  What is the primary usage? If it’s a weights area, you’ll need completely different flooring to that of a studio.  Make sure you get an accurate assessment done on your shock, acoustic and thickness requirements; you may not need as much rubber as you thought.  Consider the quality and chemical properties of the flooring. We are surprised daily by the amount of people who neglect to check the details of what they are buying. MAY 2018



 Is your floor REACH accredited? You wouldn’t want your customers to be inhaling chemical compounds from your floor. Nothing worse than that cheap rubber smell!  The colour can play a huge role, especially if you have a small space. Lighter colours can make a room appear bigger than it is, and vice versa. EXF provides a huge range of different colours and work with clients to offer a bespoke solution when it comes to integrating their branding and logo into the floor design. ‘Over the years we have repaired and replaced numerous gym floors due to incorrect flooring being used for a particular space. At EXF, we give a five-year minimum warranty on all our flooring products and fittings based on correct usage,’ says Steadman.

Keeping up with industry demands Steadman says that the increasing popularity in functional and HIIT-based training has given rise to bespoke solutions for flooring. ‘When it comes to clubs looking to upgrade their facilities, we’re seeing a huge demand for turf tracks and an increase in the use of integrated platforms. Clubs are looking to continually respond to consumer demands for more varied exercise options such as sled-based workouts, sprint areas and Olympic lifting.’ Creating more space is another big demand right across the industry, with Farrell adding that they’ve also seen a

demand for clubs wanting to ensure any studio space is multi-purpose. He says it comes down to getting the flooring right to ensure they can use the room for bootcamp-style and weight-based classes as well as aerobics.

Making sure you reap the benefits The benefits of a refurbishment are huge, even the lowcost ones, so don’t let your hard efforts go to waste. ‘People will immediately be interested in seeing a renovated space and are much more inclined to join as members if a facility looks new,’ says Johnson. ‘Once you’ve completed a refurbishment, make sure to get some great images of the updated space. It can be a great way to generate some local press coverage and consider hosting a re-opening event if you had temporarily closed the facility. All of this can generate some great publicity which will help to drive new members through your doors.’

REVVLL IN THE POSSIBILITIES • Substantial exercise variety • Quick Adjustability – Variable Resistance • Mobility – Mount the Revvll high to low and virtually anywhere • Commercial Grade – Quality Construction • No rope fraying or gloves required! SPECIAL INTRODUCTORY OFFER 40

MAY 2018

20% OFF



01455 890100


It’s not a hobby. It’s not just a passion. It’s an obsession NAME: James Griffiths


QUALIFICATIONS: Level 3 Personal Trainer

TWITTER: Wildtraining


YOUTUBE: WildTraining

WORKS IN: High Wycombe WEB:

INSTAGRAM: Wildtraining

How did you become a PT? I used to be a car salesman. Don’t shoot me. I worked for Alfa Romeo just because I loved them. Sold a car to a lady that had just completed a course in Sports Massage Therapy and it sounded awesome. I checked it out and went to an open day. Next thing I knew, I’d quit my job and enrolled on a full-time diploma in Personal Training and Sports Massage Therapy.

What was your experience of the training/qualification process? I loved it. Everything I heard and I read just stuck in my head. I was never an academic, so that was a surprise for me. What ever I learned I put in to practice straight away in the gym. When I learned something new, that became my next training phase. Mixing the study with the practical training made it all come to life for me. MAY 2018



Do you (or do you intend to) specialise in a particular type of fitness? Not sure if I’d say I’m a specialist. My training involves everything from calisthenics to strongman training. I’ve developed my own equipment that is now sold by big fitness distributors so that is all pretty unique. I run aerial silks classes at our Wild Training Gym, mixed martial art fitness classes, Capoeira inspired workouts, posture and flexibility sessions. When I talk to our Personal Trainers about their businesses, we talk about having a style, and understanding what kind of clients will be inspired by that style of training, but also the importance of having a big tool box. Why would I limit the amount of people I can help by limiting my study and my practice to a limited number of fitness styles. The more I learn, the more I can help people discover a passion and see great results.

What’s it like working with gym owners? I’ll always deliver PT, but sadly I am also a gym owner now. For me it was hard being in a gym environment that wasn’t focused on the member experience. Most focus on sales before service which doesn’t make sense to me. When I was working in big commercial clubs, my PT numbers were high because I trained myself hard, gave members confidence in my knowledge by sharing plenty of it for free, but holding on to enough value to make them excited to pay me to learn more. If a gym owner ever told me to do something in a way that I didn’t think was the right thing for the members, it basically led to me leaving that gym. Eventually it led to me starting my own personal training studio, and then launching Wild Training.

What is your opinion of CPD? Your PT qualification is like your driving license. Getting it isn’t that hard and just because you pass doesn’t make you a great driver. Just means you’ve been assessed to be safe. Continued development is everything in personal training. In my opinion personal training courses don’t deliver enough practical content to enable new trainers to service their first 18 months or even year. Being a PT is an easy job to fall in to and a very hard career. Support with in a gym is weak and 42

MAY 2018

if you work privately support is non-existent. My problem was I didn’t see any really valuable CPD available in the Fitness Industry and after a few weak courses, I started to look elsewhere for training; martial arts experts, Circue du Soleil performers, strongman athletes. Take elite systems and adapt them for everyday people with every day goals. The variety grew so much but what made it special was the depth Wild Training had in the programming that got people completely hooked. We could cater for people new to fitness, and give exercise experts a new challenge and take them to the next level. Even a pro athlete like Helen Glover trains with us. I started Wild Training, and then turned it into a franchise to help other trainers use my model to build a successful business. It bridged the gap between qualifying, and having the training skill, programs, business model, marketing and sales you need to have a successful business. The Wild Training Evo courses is about to launch and it gives trainers and gyms everything they need to use group exercise and PT to achieve better attendance, an awesome member experience and an efficient business. It’s a 3-month online course that gives trainers and gyms access to the most successful Wild Training group exercise classes, PT systems and marketing we have ever had.

You spend your working hours motivating others, how do you motivate yourself? The amount of trainers I speak to that tell me they struggle with motivation blows my mind. I love what I do. It’s not a hobby. It’s not just a passion. It’s an obsession. I can’t think about anything else. Exercise. Programming. Equipment. Marketing fitness. Member experience. Service experience. Everything. If I was rich I would do what I do for free. I wake up at 4:30/5am every day. I’m writing this at 8:30pm and haven’t stopped all day. Won’t be done till gone 9:30pm. New web systems to build for Wild Online Workouts. New video content to plan. New blogs to write. New programs. If you want to eat a snickers, you eat a snickers. If you want to change the fitness industry forever, you put the work in.


How do you promote your services? Social media, PPC and out of home marketing like charity events, partnering with local businesses and outreach promotions in the local area where we get face to face with potential clients.

How often do you train yourself? Everyday, without fail. If it’s needed a softer session working on movement. Movement helps me recover faster than sitting still. Study is every day. Even if I just read for 10 minutes.

What advice would you give to other PTs just starting out in the business? Try and fail and learn. Not trying teaches you nothing. The only way you can really fail is if you give up. We are all learning. Listen to everyone but stick to your vision. The picture might just change shape a bit. I want to help more people love exercise and get our industry delivering more of what people need, not just what they think they want. How I move towards those goals has changed a lot, but the goals are the same.

What are the biggest challenges facing your business today? People have an awareness of less conventional training. Functional training. Movement based training. Lifestyle fitness. Whatever you want to call it. Our gym doesn’t have a single piece of cardio. It’s not what people are used to but the fact they have an awareness of what they think our training is before they experience it first hand is a problem. Many people have not been given the right first impression of calisthenics, or combat styles of fitness like MMA or boxing, or strongman, pole fitness, kettlebells, power clubs, weight lifting. All of it. We transform people's relationship with exercise, but to do that they need to walk in the door, and because of misconceptions of what functional styles of training deliver, they miss the opportunity to experience what Wild Training really do and how much extra value they can take from us.

If there was one thing you could radically change within the industry, what would that be? Wall squats. No more wall squats! On a more serious note, I’d like to change how people qualify as PTs. No matter what gym environment I’m in, now I can deliver a great service, but that wasn’t true when I qualified. There were lots of gaps in my abilities as a trainer, and I qualified with a top company. I have a plan for it, and it wouldn’t work like any courses I’ve seen.

Do you see yourself still working as a PT in 10 years time? In 30 years time. No doubt. Why would I stop. I’m having a blast.

What is your biggest success story? Adam Gibb is one of the most inspiring stories I’ve ever been involved with. 18 years old. Got his dream job to join the police. Interview and role related tests passed... and he’s told he is too overweight to be accepted and has 4 months to make the standard. In February 2017 he passed his medical, dropping under the 30 BMI he was set as a target to be accepted, after losing 1lb short of 8 stone with Wild Training. On the 19th of March 2017, he smashed his police fitness test and was clear to start his police training. The Wild Life Changer program was inspired by Adams journey with Wild Training.

What significant changes have you seen within the industry over the past 3 years? Gyms scaling back investment in trainers development, which is going to be a problem for their businesses long term in my opinion. The move towards pure rent models means trainers more and more are being used as babysitters for gyms to keep the floor covered. I wonder how long it will be before members of the public start to see the most expensive gym isn’t guaranteed to get you the best results, and the cheapest gyms aren’t always the best value. Cost does not equal value. For me I can only see the gyms that will stand the test of time, as in last more than 10 years as a chain, will be the gyms that best deliver value to their members. MAY 2018 43


Fit Kit The Abs Company X3S Sissy Squat This awesome abdominal bench removes the difficulty of performing a sissy squat. The high grade, adjustable foam roller and large comfort pad ensure correct body positioning and technique. The Sissy Squat weighs in at 29 kg, has an incredible 16 different frame and upholstery colour options, a lifetime warranty on the frame and 6 months on upholstery.

Training Wall® SpinWall SpinWall is Training Wall®’s clever and compact device for inertial flywheel training, which is superb for enhancing correct body posture and offering challenge in the performance of movement coordination. As with all Training Wall® performance tools, the SpinWall can be mounted swiftly and securely in every type of upper and lower panel.

Brewer Fitness Laddermill With the simplicity of a ladder, and the advanced features of a Treadwall, Laddermill is born! Experienced climbers and new users alike can benefit from the core strength and balance gained from intuitive Laddermill training. Adjust your angle for cardio burns at an incline, to intense strength workouts on steeper terrain. The built-in auto-stop feature allows you to climb safely at any speed without a safety harness.


MAY 2018

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


Primal HIIT Incline Trainer HIIT Mill The Primal HIIT Incline Trainer is a light-commercial HIIT Mill, the self-powered treadmill is perfect for sprints and High Intensity Interval Training. The Magnetic resistance break allows users to run freely or crank up the resistance to the max for the toughest HIIT session possible. The LCD Blue Backlight monitor records: Max Speed, WATTS Output, Intervals, Active and Recovery Time Calories and Heart Rate using a Polar Compatible Chest Strap. Unlike a standard treadmill, this machine is a self-powered speed and strength training tool designed to build explosive power when used in a High-Intensity Interval Training program capturing speed, agility training and fixed resistance sled training. Users can now push, drive and sprint with the resistance of a sled, safely and with a smaller footprint. The easy to use magnetic resistance allows users to drive up metabolic intensity and make for a more space efficient solution to alternative training methods..

Primal HIIT Climbmill Light Commercial Stairmaster The Primal HIIT Climbmill Stairmaster is a light-commercial compact Step Mill. Designed for PT Studios, private Gyms, Schools, Hotels and homes, the Climbmill has an electronically controlled alternator, which lets the brake and drive chain precisely control the stair speed allowing a wide range of users to exercise smoothly and use the variety of inbuilt programs. The Primal HIIT Climbmill has a step surface of 22.5cm by 42.5cm wide and has six revolving staircase 15cm deep steps. The adjustable speed allows users to comfortably hill climb or speed the steps up for an intense HIIT workout. The Climbmill comes with a large Blue LCD display console preprogrammed with over 25 motivating workout combinations.. It allows users to track activity, providing feedback including total workout time, calories burned, Watts produced and, of course, floors climbed. The Primal HIIT Climbmill has contact heart rate sensors on the handrails, and is PolarÂŽ chest strap compatible, allowing users to continuously monitor heart rate for optimal results and safety.

Elite Glute Ham Bench A comprehensive and inclusive machine for optimally developing the posterior chain. British built, mild steel construction with durable custom upholstery. Innovative adjustable pad design offers numerous activity positions in addition to the traditional Glute Ham Bench exercises.

MAY 2018 45


Don’t Chase The Fa d s

We meet the team at Indigo Fitness ahead of their move to their new premises, and find out just exactly what they do. What is Indigo Fitness, and what do you do? We Create Training Spaces! From gym design, to equipment manufacture, to flooring solutions, to complete installations. The business has been trading since 1996, as Leisure Lines GB Ltd, and started out life as a strength equipment manufacturer. In 2014 Leisure Lines joined forces with Indigo23 and we rebranded to Indigo Fitness. Since then we have been expanding from purely an equipment manufacturer to full service provider, offering design and installation services, supplying RAZE strength and conditioning equipment, and offering a wide range of flooring solutions, headed by DuraTRAIN premium flooring tiles. We’ve also recently taken on distribution of the Carbon Claw boxing brand.


MAY 2018


What are your own personal fitness goals and how do you achieve these? It’s probably fair to say that most members of Team Indigo don’t train as much as they should, but with a staff gym at the new premises, there will be no excuses in future!

What are the most important lessons you've learnt from the fitness industry? Don’t chase the fads. Unfortunately, the fitness industry is always chasing ‘the next best thing’, whether it’s a new product or a new way to train. Whilst understanding that nothing stands still and that there will always be change, we try not to get drawn into industry fads or the perspectives of individuals.

What are your biggest achievements?

What sets Indigo Fitness apart from its competitors? Indigo Fitness is unique within the fitness industry – we can offer a truly end-to-end proposition to our customers. We can take a project from an initial idea, through the design phase, to manufacture and finally full installation, using highly skilled staff with construction industry qualifications and years of experience. We are the largest UK’s strength equipment manufacturer. We design inhouse and custom build products for our customers on a regular basis. Having end to end control of the operation is a significant competitive advantage. Customers can visit our manufacturing plant and witness the ‘nuts and bolts’ of our operation - steel being cut and welded, products made. They can sit down with our team, get involved in the design process, and then see the finished result in their gym.

Most recently, winning a contract to be a supplier of Physical Training Equipment to the MoD. For a small UK company to win this, whilst competing against some international giants in the fitness industry, was pretty significant, and sends a message that UK manufactured equipment can still be competitive.

What are your plans for the future? We’ve got lots of plans - the Indigo team are never short of fresh ideas! We’ve just launched the ‘PWR Station’, an integrated functional training rig and storage solution, which we’ll continue to evolve throughout 2018. We’re also looking to expand the range of equipment available under the RAZE brand, having kicked this off with the launch of a range of speciality bars and strongman kit. We’ll also be looking to increase exposure of the Carbon Claw boxing brand – it’s a really good quality product and has been developed from a strong boxing heritage. We also firmly believe outdoor training platforms have yet to gain proper traction, and we are continuing to develop a range of container-based training platforms as well as more mobile outdoor training solutions. Watch this space!

What is your vision for Indigo Fitness? To continue supporting customers by creating products and training spaces that truly deliver for them. We’ll soon be moving into our new premises, a 20,000sq ft. facility on a 2 ½ acre site. It will encompass a new factory, warehouse, offices and showroom. This £1.2m investment will allow us to significantly increase capacity and improve the service we can offer our customers.

What are the biggest challenges facing your business over the next few years? As we continue grow, we need to be sure that we are still offering the level of service our customers have come to expect over the years. We also need to keep up with changing trends and attitudes to training, and make sure we have the right products to meet future demands. MAY 2018 47

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 0113 224 9402 @GBWeightlifting /

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

Level 2 Award In Instructing Weight Lifting Officially accredited qualification For those new to coaching/instructing Learn how to instruct lifting safely to prevent injury Cover lifts including Back squat, Deadlift, Bench Press, Clean and jerk & Snatch

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


We want to elevate you...

physically, mentally, emotionally, economically When it comes to movement, the Total Gym line of products are designed to fuel and fortify optimal human function, adaptability, progression and performance. Total Gym has been at the forefront of functional training on an incline for over 40 years:

allows you to train more productively. The result is full-body conditioning through the fitness continuum from early post-injury to elite training.

Total Gym yields outstanding results at every level, serving more than 15 million people every year with excellence in product design and functionality. Functional exercise recreates and strengthens the way your body executes daily physical activities and stores those functions in your muscle memory.

 Closed-chain partial loading of the joints  Work in all three cardinal planes plus multi-plane (3-D) movement  Unrestricted range of motion  Trains proprioceptors and prime stabilizers  Explosive plyometric training for upper and lower extremities  Full-body support, joint friendly, noncompressive  Over 250 strength training exercises and variations  Pilates evolved training and education  Reliable tool for assessing lower body strength

 nurturing, galvanizing and inspiring.  Total Gym... all about moving YOU.  Your performance. Your success.

Delivering the optimum functional training experience, Total Gym incline bodyweight training recruits multiple muscle groups in synergy and

 Activity-specific work hardening, including sports-specific movement Total Gym continues to innovate with the ELEVATE Series. A sleek matte black finish elevates and combines fully adjustable, functional bodyweight resistance that works against gravity on an incline. Now, a premier fixture in big box gyms and smaller facilities alike, ELEVATE accommodates all fitness levels and challenges seasoned athletes. ELEVATE Series units are available for single unit purchase, multiple-unit bundle or as part of a complete ELEVATE Circuit. For those facilities that are heavily focused on Group Exercise, Personal Training and Pilates, the GRAVITY program brings a refreshing new way to workout.

Total Gym is excited to announce that a study sponsored by the American Council on Exercise (ACE) on the ELEVATE Row (previously called Row Trainer) has recently been completed. The study was conducted on the following subject: The Acute and Chronic Physiological Responses to Exercise with the ELEVATE Row in Young and Middle-aged Adults. At the forefront of functional training resistance for over 40 years, the concept of gravity-based incline training is familiar to Total Gym. The unique concept for indoor rowing on an adjustable incline that also allows for exercise variations is a different way to train and it’s revolutionizing the health club industry. “We are very pleased with the results of the ACE-sponsored study,” said Total Gym CEO Jesse Campanaro. “Most importantly — they were able to confirm something we knew all along — that rowing on an incline satisfies both aerobic and resistance-training at the same time. This is a key finding for us that sets us apart from all other indoor rowers on the market.” According to the Science & Research team at ACE, the key points and major findings related to the study include the following: Indoor rowing provides a moderate-to-vigorous intensity aerobic workout, while sparing the joints the high-impact ground-reaction forces associated with running and jogging. This study investigated the effectiveness of the ELEVATE Row, a new indoor rowing machine that

differs from traditional rowers in three ways: It features adjustable incline body resistance, bringing the need for more strength to the movement. It enables a smooth, consistent load through the full range of motion, while providing less compression on the joints, especially the lower spine. It is built to allow for the performance of other multiplanar movements, such as biceps curls and an alternating side-to-side row. The goals of this research were twofold: (1) to quantify the cardiovascular and metabolic responses to a single bout of exercise on the ELEVATE Row and (2) to determine the effectiveness of a six-week training program using the machine. Sixteen healthy participants were recruited for the study, all of whom were already leading a physically active lifestyle. For the single bout of exercise, the participants completed a 30-minute session that consisted of six different exercises (flat rowing, incline rowing, flat biceps curl rowing, incline biceps curl rowing, flat side-to-side rowing and incline side-to-side rowing). This workout elicited sufficient cardiovascular and metabolic responses to improve and maintain cardiovascular fitness, and would be classified as

moderate to vigorous. Overall energy expenditure for the 30-minute session averaged 222 calories. For the six-week program, the participants completed five 30-minute sessions per week. The exercises performed varied over the course of the program, but all study participants completed the same series of sessions. Completion of the six-week program improved several cardiovascular disease risk factors (e.g., lowered body fat, decreased blood glucose and triglycerides, and increased HDL “good” cholesterol). Muscular fitness improved as well. These findings suggest that the ELEVATE Row may simultaneously satisfy both aerobic and resistance-training guidelines. Since this study was conducted, Total Gym engineers have created the ELEVATE Row ADJ, (adjustable), in addition to the original two-level rower. The adjustable version has seven levels of resistance, offering users a much wider range of intensity levels. In a sleek matte black finish, both the ELEVATE Row ADJ and ELEVATE Row help enhance core stability while strengthening major muscle groups. Their versatility makes them ideal as part of circuit, small-group training, and as part of group rowing HIIT Training”

Ethics Leisure are the Exclusive & Official Distributors of Total Equipment in the UK & Ireland   Total Gym UK 50


 Totalgymuk - Ethicsleisure

MAY 2018

 +44(0)7535284888

 Totalgymuk

YOUR FIRST LINE OF DEFENSE IS HERE! Combat injury and return your athletes to play at lightning speed with the new Recovery Series, your first line of defense in functional training.

Encompass PowerTower.



Row ADJ.

Featuring motorized level changes during exercise at the push of a button and an adjustable glideboard, the Encompass PowerTower provides the utmost versatility for high-performance sportsspecific conditioning, athletic training and rehabilitation. Able to load from 1%-72% bodyweight, the PowerTower now includes the Closed Chain Platform, BAPS Adapter, Retractable Dip Bars and Slide Distance Regulator as standard.

The Encompass recreates and strengthens the way your body executes daily physical activities and stores those functions in your muscle memory. This allows you to train more productively and more functionally – using your own bodyweight as resistance. The result is full body conditioning though the fitness continuum from early post-injury to high performance training.

The LEX allows for faster lower extremity recovery, from post-surgery to explosive training, in a safe and progressive manner. Users work with a percentage of their own bodyweight to perform a squat or a jump, leveraging both linear bodyweight resistance and variable band resistance.

The Row ADJ is the only machine on an incline that works in a rowing motion while improving muscular fitness and satisfying both cardiovascular aerobic and strength training requirements simultaneously. The Row ADJ uses bodyweight resistance and enables a smooth consistent load through the entire range of motion, due to loaded eccentric and concentric phases of the exercise.

NOW ACCEPTING PRE-ORDERS ON THE NEW RECOVERY SERIES! For information, call 858 764 284 0041 For more information, call +44 (0)7535 888ororvisit © 2018 Total Gym Global Corp. All Rights Reserved.




Tot a









ts r ese





INNOVATIVE PRODUCTS TO EMPOWER YOUR BUSINESS AND MEMBERS. Whether you are a big box gym, a boutique franchise or a personal training studio, Total Gym® products fit your business model and bridge your gaps. We welcome you to explore what equipment works in (and for) your space.


+44764 (0)7535 284COMMERCIALFITNESS@TOTALGYM.COM 888 or LET’S TALK 858 0034 OR


How to Make HIIT More Accessible to Your Members HIIT has become a real buzzword over the last few years, and for good reason. The latest Active Lives survey from Sport England shows that there has been a huge increase in the number of people – a jump of 518,000 – doing interval training sessions, such as HIIT classes, whilst more traditional forms of exercise such as swimming and cycling are on the decline. Boutique gyms have swept across London and beyond,

Paul Ferris, CEO for Speedflex ‘At Speedflex we see people of all ages and abilities come through our doors from young fit men and women, right through to the older generations or those battling with injuries - that’s because our machines utilise a hydraulic based system which allows the participant to generate personalised resistance levels, so every individual can train at their own optimum level. It’s the perfect HIIT workout for those with medical conditions or older generations as participants are still performing all of those same movements and getting a great full body workout without the risk of an injury that is usually associated with this type of training.’ ‘The beauty of the equipment and session set-up is that trainers can incorporate different HIIT exercises, circuits, and formats depending on the number of participants and their ability, progressions and regressions are incorporated to ensure everyone gets the most from the time they dedicate to exercise. There are hundreds of different programming options to keep things interesting and a range of themed sessions, all of which are either 30 or 45 minutes in duration.’ ‘Most recently we have entered a partnership with the local authority leisure trust provider Everybody Sport & Recreation to bring our concept to their Wilmslow site. They are transforming an underutilised meeting room into the new Speedflex Studio, which will include eight Speedflex machines and eight auxiliary stations. The new studio comes at a time when they have recently been awarded a contract to run Cheshire East’s public health programme, so it will be great

promising to use HIIT-style training to help you burn upwards of 800 calories an hour. However, these aspirational brands arguably cater towards a younger demographic, namely millennials with disposable incomes and Instagram accounts. So how can you ensure as gym owner you offer HIIT training to your members that’s accessible and engaging no matter what their age or ability? We spoke to a range of experts who are ensuring that their HIIT-based offerings are accessible to everyone.

way for the trust to incorporate HIIT for those with existing health conditions.’

Mark Talley, Group Fitness Development Manager for Everyone Active ‘As a leisure operator, we are always looking at new and exciting ways to keep our members active, so around 18 months ago we introduced a new series of programmes called EA Series, which includes our EA 30 classes. There are six different classes which all take place on the gym floor, each lasting 30 minutes in total. As part of the programme we offer a specific class called HIIT and five other sessions which are all based on HIIT principles – Legs, Bums and Tums, Core, Bootcamp, Row and then Omnia which takes place on a functional training rig.’ ‘The classes are small group training sessions for six to eight people that take place on the gym floor. We found that incorporating our HIIT sessions in a smaller group environment was really appealing to our customers as it means more one on one time for participants with the instructor. They are also great for customers who might feel slightly intimidated by a larger group environment and are completely free to existing members. The sessions can be easily adapted to ensure that each person is working out to their own ability and we’ve found that because of variety of sessions on offer, there really is something for everyone.’ ‘The classes are proving really popular with our members, and we currently run them across 40 sites within the group. MAY 2018 53


It varies from site to site depending on the local demand, but we usually run anywhere between three and eight classes at each site per week.’

John Halls, MD for Physical Company ‘HIIT training remains hugely popular, and the concept of running sessions on the gym floor remains as engaging and motivating as ever. We initially collaborated with LA Fitness in 2015 to devise its Primal Series in 2015, 30-minute gym floor HIIT sessions before creating our own series of seven 30-minute Apex gym-floor sessions. Apex is designed to be delivered by gym instructors and Personal Trainers to ensure a high level of interaction with small groups of up to 12 people. We devise all the programming, train the instructors to get them up and running, and then provide additional programme guides and an extensive online exercise library so they can use extra content to keep the challenge fresh. APEX is a great solution for gym owners as it offers them a fresh new way to engage with members, it has a high level of motivation from the personal training aspect and introduces people to new pieces of kit and new ways to workout. Being on the gym floor, it means that even gyms with limited or no studio space can still run HIIT training sessions to meet the on-going demand for these workouts. Apex ‘Explode’ and ‘Agility’ are perfect HIIT sessions for gym owners. Explode is a total body workout designed to get you leaner, fitter, faster while Agility is a performance-orientated workout that uses playful, athletic moves to improve balance, stability and co-ordination.’


powered by DataHub

THROUGHPUT ANALYSIS FOR HIIT PARTICIPANTS Year-over-Year comparison from s Apr 2016 to Mar 2018 across 162 site

27% Increase in total throughput for HIIT



Age group with the highest HIIT participation

Number of female HIIT participants compared to male


HIIT participants are active 10X a month

Group workout participants are active 5X a month

Overall leisure centre members are active 4X a month

BEHIND THE NUMBER S increased significantly “Participation in HIIT classes has of all interval training 75% s show data ent since 2016. Curr or gym. re cent re leisu a in e classes take plac s more likely to do HIIT Females have shown to be four time those taking part in of than men, and a significant number high level of The 9. 25-2 aged le HIIT are younger peop be attributed in part can p grou age this from n tatio represen their peers doing HIIT to the rise in online videos showing try.” a it give to them iring classes, insp UK Ross Perriam, Chief Executive, EMD #DataHotSpots


MAY 2018


Steve Tansey, Head of Research and Development, Les Mills UK ‘HIIT workouts are perfect for people wanting to accelerate their fitness quickly or achieve results in less training time. Les Mills offers a variety of HIIT classes which can cater to different skills and abilities. LES MILLS GRIT™ Series offers three formats; cardio, plyometric, and strength. Each 30-minute workout is aimed at accelerating your fitness in a variety of ways. LES MILLS SPRINT™ takes a different approach by introducing HIIT on a bike. The intensity stays high

with the benefits of a low impact approach. You don’t need to be an elite athlete or a trained cyclist to take these classes.’ ‘For someone who is new or returning to fitness, it’s important for gyms to ensure HIIT classes are not intimidating. Les Mills instructors are trained to provide modifications to suit different abilities and encourage participants to flag injuries ahead of a class. To help make classes more accessible to members, I would recommend that trainers tell participants to dial it back in their first few sessions to get a feel for the movements. If they’re finding it challenging, then they should coach options or modifications to adjust the range and intensity. Les Mills instructors are taught how to teach safe and effective workouts for a variety of abilities. The classes are scientifically backed and proven to deliver results safely.’

MAY 2018 55



HOW TO IMPROVE OPERATIONS AND MEMBER EXPERIENCE What challenges do club managers face in the locker room? Dealing with blocked lockers, forgotten pins, key management, and occasional problems of theft in the locker room. These operations hurdles are motivating more and more facility managers to invest in intelligent locker systems. These RFID (Radio Frequency Identification) electronic locking systems use the latest contactless technologies to deliver both improved operations and member experience. An electronic locking system uses a credential, containing an embedded electronic chip. Credentials come in the form of a membership card, wristband, key fob, or even mobile phone, and can be used not only as a locker key, but also as a medium for access, payment, and identification. Here are a few features of an intelligent locker system, every club operator should know: Easy Management: Smart credentials, in contrast to mechanical keys, offer a range of benefits. If a member loses their credential, it can be quickly cancelled and easily replaced at little cost. Additionally, if a member forgets their locker number, an information terminal can display that number, without requiring any assistance or time from staff. Integrations: Our systems can be integrated with additional RFID applications, such as access control or cashless payment, to create a system solution, whereby clubs can require a member to check-in before using lockers. Not only does an integrated system solution encourage member check-in, but allows members to conveniently check-in, use a locker or networked fitness equipment, and make payments all with one membership credential. No need for cash or cards. Increased Security: Electronic locking systems can store the history of openings and closing of a lock, so operators can easily determine who opened which locker 56

MAY 2018

and when. For additional security, there are alarmed systems that can deliver an audible alarm either at the locker or a front desk. Flexibility: Various operating modes provide the flexibility to make all lockers available or to individually assign, or rent lockers for a defined time period. For facilities with limited locker resources, where efficiency is needed, an electronic locking system can be programmed to prevent members from using more than one locker. Cost Savings: Ultimately and most importantly, the eliminated costs associated with lost mechanical locker keys and locker room maintenance, translates to an easyto-calculate Return-On-Investment. Choosing the right lock can make the difference between success and a waste of time and resources. If managing your lockers has become a burden, or if your members are unsatisfied, be sure to involve an expert sufficiently early in the planning process. And as always, thoroughly investigate your options. GANTNER’s smart card technology – Helping build the foundation of networked fitness Technology in today’s health clubs is being increasingly geared towards creating

an ultra-convenient, intelligent workout experience, where members need only swipe a card or key to access their personalized exercise data. GANTNER’s patented smart card technology takes this usability to a whole new level, creating a valuable link between a club’s networked fitness operations and its other key facilities, such as point of sales, its access control system and of course lockers. Each member simply requires one single smart card or wristband for their entire visit. Using GANTNER’s RFID devices, they can gain swift entry through the turnstiles, lock and unlock specified changing room lockers, instantly access their workout data on the gym floor, and pay for refreshments in the café or at a vending machine on a pre-pay or debit basis. The RFID device ensures members enjoy the most convenient club experience possible, while operators benefit from secondary income and essential member and management data that’s delivered to them via a fully networked system. Designed to work with all networked fitness technologies – such as Technogym’s Wellness system or Precor’s Preva systems – GANTNER products provide the missing link between the networked fitness technology and the facility.


More than just a lock. Organise changing rooms instead of managing keys. An integrated electronic system for access control, check-in/out, cashless payment, and locker locking solutions.







GANTNER LTD I T +44 1245 697 588 I I


Are You Amundsen or Scott? Daniel Nyiri, Founder of 4U Fitness, looks at why planning and preparation can get you further in business than just doing it By reading this Month’s article you will learn what separates the most successful leaders (the top 5%) from everybody else! As well as why some teams succeed and most don’t. You’ll learn why people call a successful entrepreneur lucky and why ‘Just Do It’, Nike’s favorite quote...just doesn’t work! In 1911, two leaders - Roald Amundsen from Norway and Robert Falcon Scott from Great Britain - made their final preparations in their quest to be the first people in modern history to reach the South Pole in record time. For one team it would be a race to victory and a safe return home. For the second team it would be a devastating defeat reaching the pole only to find the wind whipped flags of their rivals planted 34 days earlier, followed by a race for their life - a race that they lost in the end as the advancing winter swallowed them up. All members of the second team perished. It’s a near perfect matched pair! Here we have two expedition leaders: Roald Amundsen, the winner, and Robert Falcon Scott the loser, of similar ages (39 and 43) and with comparable experience. Both of these teams started their journey basically days apart and yet one team finished with ease and one did not. One blamed it all on bad luck, one did not. Even though they both had exactly the same conditions. So what separated the two leaders? Why did one achieve spectacular success in such an extreme set of conditions while the other failed even to survive? This analyzation is the perfect example of today’s

experimented eating raw dolphin meat to determine its usefulness for energy (in case he would find himself in a shipwreck during his journey, he would be surrounded by dolphins, he figured he should know for a fact rather than not be prepared and leave it up to faith and luck). He even went to live with Eskimos to find out as much as he could about extreme weather. He learned how Eskimos used dogs to pull sleds. He observed how Eskimos never hurried but moved slowly and steadily to avoid sweating! The sweat could turn to ice in sub zero temperatures. He adopted Eskimo clothing, loose fitting to help sweat evaporate and protect their bodies better. He systematically practiced Eskimo methods and trained himself for every possible situation he might encounter en route to the pole. His philosophy: You don’t wait until you are in an unexpected storm to discover that you need more strength and endurance. You don’t wait until you are in a shipwreck to determine you can eat raw dolphin. You don’t wait until the Antarctic Journey to become a superb skier and dog handler. You prepare with intensity all the time so that when conditions turn against you, you can draw from a deep reservoir of strength! THAT IS WHAT’S WRONG with today’s business owners. They jump into starting a business WITHOUT any preparations! I love Nike’s famous quote: ‘Just Do It’. As famous and cool as it is, it Just Doesn’t Work! In life, in business, in a workout, if you ‘Just Do It’ you leave it up to luck and faith. If you prepare, you leverage your success! Don’t you guys remember Abraham Lincoln!? He said if you give me six hours to chop down a tree I will spend the first four sharpening

entrepreneurial world! Why some businesses thrive while others fail,

my axe!

and why most people call a successful entrepreneur ‘lucky’ 90% of

If you ‘Just Do It’ you’re going to get hurt, injured and end up cleaning

the time. Even though they all had about the same % of success rate.

up your mistakes, if you are even able to recover. So instead of ‘Just

Amundsen traveled the world with the end in mind to his quest

Do It,’ plan ahead so you lower your chance of failure! Be proactive.

- the pole - but he knew before he could achieve that, he had to

When conditions turn to your favor can triple down and strike hard!

prepare. So he broke it down and went head on by traveling the

Not just go with the flow. You must leverage both good and bad!

world! He did completed a 2000 mile journey on a bicycle, he

So how about Robert Falcon Scott? He presents quite a contrast to


MAY 2018


Amundsen. In the year leading up to the race for the South Pole,

everything. Just like the 2008 market crash some companies failed

he could have trained like crazy on cross country skis and taken

and some thrived! Was that luck?

a thousand mile bike ride, but he did not. He could have gone to

On December 15th, 1911 Amundsen reached the South Pole. They

live with Eskimos to study and learn but, he did not. He could have practiced more with dogs, making himself comfortable with choosing dogs over ponies. Ponies (unlike dogs) sweat on their hides so they become encased in ice sheets when tethered, struggle in snow and don’t generally eat meat. (Amundsen planned to kill some of the weaker dogs along the way to fuel the stronger Dogs - just like you must fire the weaker employees on the way to fuel the stronger ones, the A players! You can not let the B players bring them down). Scott chose ponies, and also bet on motor sledges that hadn’t been fully tested in the most extreme South Pole conditions. As it turned out, the motor sledges engine cracked in the first few days of the long journey. The ponies failed very early and his team slogged through most of the journey by man hauling- harnessing themselves to the sleds trudging across the snow and pulling the sleds behind them. Amundsen placed black flags every 8 miles and placed 20 black pennants in precise increments giving himself a target on the way back that were hard to miss and could be seen from miles away. Scott did not. Amundsen stored three tons of supplies for five men starting out versus Scott one ton for 17 men. Amundsen carried enough supplies to every single depot whilst still having enough left over for his men. Scott ran everything dangerously close to calculations, so that missing even one supply depot would bring disaster. Amundsen didn’t know what was ahead! What kind of terrain, weather, mountains or altitudes, he just systematically planned out the journey - or you could call it a business plan! And Scott did not. Amundsen presumed bad events might strike his team somewhere along the journey and he prepared for them, even developing contingency plans so that the team could go on should something unfortunate happen to him along the way. Scott left himself unprepared (here is WHERE you can see how people run businesses and their life today), and complained in his journal about his bad luck! ‘Our luck in weather is preposterous( …) How great may be the element of luck!’

planted a Norwegian flag. They left a letter for Scott as an insurance policy in case his team met an unfortunate end on the journey home. He could not have known that Scott and his team were man hauling their sleds and were still 360 miles behind! More than a month later on January 17th, 1912 Scott found himself staring at Amundsen Norwegian flag at the South Pole. ‘We have had a horrible day’, Scott wrote in his journal, and complained about how bad the weather was, and indeed by that time the winter hardened and it had switched to really bad conditions. By this time Amundsen and his team were almost completely home, Scott had just turned around and headed home. Amundsen reached home base on January 25th as planned out in his journal (aka business plan). Running out of supplies, Scott stalled in mid March both exhausted and depressed. Eight months later a British reconnaissance party found the frozen bodies of Scott and his team. Just 10 miles short of a supply depot. Amundsen and Scott achieved dramatically different outcomes and not because they faced dramatically different circumstances. In the first 34 days of their expeditions, they both had exactly the same ratio 56% of good days and bad days of weather. If they faced the same environment in the same year with the same goal, the cause of their respective success and failure cannot be the environment. They had very different outcomes because they displayed very different behaviors as leaders. So keep in mind, it is not about being more creative, visionary, charismatic lucky, heroic, etc. It’s about being prepared by having built a fanatic discipline, empirical creativity and productive paranoia. This is what helps you succeed way more - so those are the skills you must master and plan ahead with. ‘The Last Place on Earth’ by Roland Huntford is an amazing comparative study of these two leaders and a must read book for a wake up call! Your destiny is in your hand! Look at your industry. Is the competition killing it? Did they start when you did and are they beating you? It’s not luck, you must work on it! Study great leaders and see how they became successful. If you want to achieve amazing success and accomplish goals like the entrepreneurs you look up to and want to

Keep in mind that the two team left almost at the same time. One

have what they have (most people do want it but aren’t putting in

got there more than a month earlier, while the other complained

the work) ‘just do it’ doesn’t work. If you just want to get by, then

about bad luck. Even though they had the same conditions leading

just do it. Otherwise plan for success, be disciplined and be patient!

up to it. They went through the same weather, same route, same

Don’t try to sprint through the marathon! MAY 2018 59


The Ultimate Guide to Helping You Make the Nation Fitter! By Neil Mercer Neil is a director and founder of Mòr Digital Studio. He has experience working with gyms over the last 15 years and has recently finished developing MòrActive, our fitness marketing solution. In this process, Neil and the team have been interviewing gym members, gym managers and gym owners across the UK, Europe and the US and has picked out some of the things that they all agree are important when it comes to running a successful gym. In this article, we’ll look at some of the key learnings to improve how people use and feel in your gym, how you can create great experiences through your services and ways you can use technology to free you up from your busy schedule, allowing you time to focus on acquiring/retaining members and getting the UK fitter!

How can you help to make the country fitter? The UK fitness industry is worth an estimated £4.7bn and is set to continue growing until at least 2021 (Leisure DB, April 2018). Even though public interest in health and fitness is on the rise, and people’s understanding of exercise and nutrition is better than ever before, we still have a high level of obesity as a nation (approximately 26% of adults, according to the NHS) and the NHS is still pumping money (estimated £6.1bn per year) into resolving health issues related to diet/nutrition and exercise. Given the above stats, it’s clear that something needs to be done to change the UK’s relationship with food and exercise. This is where you can help by increasing your membership base and creating a gym environment that people actually want to be part of. If members feel welcome and supported, their 60

MAY 2018

attendance will remain constant which gives them a better chance of reaching their (achievable) goals and that in turn increases longer-term retention. Reach out to niches of people and provide classes and teams to attract and nurture them. In the UK, 1 person in 7 (approximately 15% of the population) has a gym membership - that’s the lowest rate of membership in Europe. On top of that, even though the intention is there, only a proportion of those members actually USE the gym - according to a 2017 poll by gym clothing brand, Banana Moon, 11% of UK gym members hadn’t been in a year and a further 21% had been only three times in the past year. This could be because people are too tired to go to the gym after a long day at work, they feel like they can’t afford the membership, or just that they have other priorities (plans with friends, watching their favourite TV show…). The reasons for not joining or attending are wide and varied, so it’s not enough to just be ‘local’ to work or home or to be


a ‘low cost’ competitor in the market - in order to attract customers to your gym you need to provide value to existing and potential members, and be able to prove that you do so. It is not enough to just sell a gym membership anymore. You need to create habits in people who join the gym. So you need to really know who you are trying to attract, and make sure that you are there with them at every step especially in the first month. We have seen that members who train at least 3 times a week in the first month are 80% more likely to last a year + at the gym. Get you members addicted to endorphins and help them make connections in the gym. The more connections a person has the more likely they will stay. So build community. If you are a small gym, this is almost par for the course. Even big gyms should be hiring community managers and making people part of the community. You can see the effect of this in nearly cult like status of CrossFit.

So how can we help you to make the country fitter? It can be hard to attract and retain members for a number of reasons, some of which are mentioned above. Running a fitness studio, gym or CrossFit box is a full-time job (and more) - where are you supposed to find the time to focus on promoting your brand (to attract members) or engaging with your customers (to retain them)? Being in the fitness industry, we know you’re no stranger to hard work and you know that more effort returns more reward. Fortunately, whilst there are no shortcuts in achieving fitness, they do exist in the world of marketing. By utilising some of these marketing shortcuts, we can save you time, and free up your resources so that you can focus on attracting and retaining members. A good place to start is your customer and a review of the “customer journey”, so let’s run through some of the most important aspects of the typical gym customer journey We will look at how you can draw in more new customers and how to retain the ones you already have (and get them to actually turn up).

First, define your customers and determine how they may need to be treated differently from one another. Who are your target clients? Within these groups, how do you need to support them? For example, a Nuffield Health report in January 2018 indicated that 23% of gym-goers are embarrassed to use the equipment. This means that they’re less likely to actually go to the gym, and therefore more likely to cancel their membership. According to the same study, 60% of gym users don’t know what combination of exercises they should be doing to help them reach their goals. This makes it more likely they won’t achieve their goals/see results, and again increases the chances of them cancelling their membership. Work with your target group information to figure out the best way to connect with that group and support the individuals differently - do you need to offer early-morning sessions, classes for inexperienced gym users, women-only workouts? Thinking about these things is a great starting point to create an engaging experience for your members and really boost attendance and retention.

What are the touch points I can excel at? Touch points are the individual instances of contact between your brand and a potential member. Online: Usually the first touch point for a gym will be a social media message that a prospective client sees. With this in mind, it’s key that you post regular, relevant updates to keep your current members engaged and aware of what is happening. Consistent interaction will also boost your chances of getting noticed by non-members and encourage them to join the party!

What is the user journey? The user journey refers to the experiences a customer has every time they come into contact with your brand, from seeing an advert, exploring your website, talking to someone, signing up, attending classes, all the way through to (unfortunately) leaving the gym. Nailing this at each point of contact is vital to getting people aligned with your values and loving you as a brand.

On Site: Take the time to welcome your members (and visitors) when they arrive for their workout. Acknowledge them before, during and after their sessions and be genuinely pleased to see them. Enquire about their goals, offer tips (when invited to) and help them reach their potential. Overall: Communication is key to developing a lasting, beneficial relationship with your members. The more involved and valued they feel, the more they will give back to you they’ll attend sessions/events more regularly, but will also MAY 2018



recommend you to others and therefore do some of your marketing for you!

But how can I save time for myself, my team and my gym members? Technology is great as a time-saver, across the board. You can use technology to help with the day-to-day management of your gym as well as to take care of more complicated tasks. Some instances of technology as a time-saver could include:  Encourage self-service from your members to allow people to do things for themselves and free up your staff. This could include booking/cancelling classes, signing in and out of the gym, changing the personal details associated with their membership, upgrading their accounts etc.  Introduce contactless payment methods. People don’t carry cash in the same way that they used to and now often expect to not have to use their PIN numbers when paying by card. Save time on every transaction by having contactless payment for gym purchases, vending

machines, ad-hoc-use payments...  Create a smart gym. This one won’t (usually) happen overnight. Biometric Access Control is sneaking its way into our lives (think of the “Touch ID” or “Facial recognition” capability of your smartphone). How fast and easy will it be to use the gym when a member touches a button on a gym machine, and it automatically links to their account, records their sessions, updates their workout plans, logs their PBs etc? Lockers can be accessed with a fingerprint or locked/unlocked with a 4-digit code that can change with each use (meaning members don’t have to bring £1 coins, padlocks, etc). “Wearables” (iWatch, fitbit etc) can interact with equipment to provide a better/smoother experience for users. There is so much potential here to improve processes, and therefore life for staff and members.  Allow more automation. Systems can be put in place that mean you don’t have to actively manage your emails, or send out membership renewals etc. You can even schedule your social media posts in order to free up more time (although you’ll still have to monitor the accounts and respond to people etc.) These techniques are a proven way to grow your gym memberships which will help tone up the nation, increase your revenue and build a solid brand. No, it won’t necessarily be easy. But you wouldn’t accept excuses from someone looking to lower the number of push-ups you require of them and you need to be prepared to push yourself in the same way. And we know you’re not one to back down from a challenge, otherwise you wouldn’t be where you are today. Invest some time into promoting your business in the ways mentioned above and you’ll find your gym more than willing to give back to you. Deliver these key touches and watch your memberships (and income) soar.

DO... BE… EXPECT… You’re an expert in your field, and we are experts in ours. We recognise that creating and implementing a good marketing strategy is time-consuming, and can be more painful than a heavy deadlift. We’re here to help. At Mòr, we specialise in digital strategy and marketing. We can assist you with any/all stages of a campaign from development to website design, from introducing or improving social media, to analysing results and everything in between! We’re passionate about fitness and we’re keen to do our part to get the nation in better shape. So we’re offering free, no-obligation consultations to help gyms, fitness studios and boxes deliver better experiences for their members. We’ll

provide some tips that can help to immediately increase your membership base and improve retention, but will also talk to you about your business goals and determine whether there’s more that we can do to help you.

Get involved If you want to be part of the mission to improve the state of the nation by getting more people signed up to (and attending) your gym, check out our offer at www. or give us a call on 01462 338471, and see what we can do for you.

"Mòr have an understanding of gym customers and how gyms can improve to deliver them a better service. They have delivered ideas and designs that get us more of the right members, and keep them longer." Len Lvovich, Founder, Synergym 62

MAY 2018


ISSUE J U N E i s s u e features include: Health & Safety S o f t wa r e T e c h n o l o g y EMS Training S o f t wa r e Youth Training O b s tac l e R ac e s & T r a i n i n g

To advertise alongside these features, contact: Paul Wood ď‚• 07858 487357 | ď€ƒ


Top Ten Fitness Tips Chris Zaremba, our specialist on fitness for the over fifties, shares his top tips. Now that summer is at last well on its way (well, the calendar tells me it is, it doesn't look much like out of the window today), I thought I would share with you my


A good tip is try to eat as much prepared from raw, natural ingredients as possible. Such ingredients don't have ingredients labels on them. If you're selecting something

top tips for getting into shape for summer. Even though

that has been processed or pre-prepared in some way, check

it's not far away, there's still time to make a noticeable

the label carefully and make sure it doesn't include anything

difference to your health, your fitness levels, and your fatness levels - by making a few choices that won't totally re-write your life.

And watch the secret sugar ingredient. It may not say 'sugar', but if it says corn syrup or anything ending in -ose, note that that's a

Here are my top ten suggestions:


that you wouldn't put in yourself if making it from scratch.

Think about what you're eating - is it really nutritious and healthy, or if it's just calories without goodness. Try to

sugar and try to avoid as much as you can.


journey, walk rather than taking the car. Try to take the

eliminate as much sugar and saturated fat from what you

stairs rather than the lift, especially if it's less than four

eat, and keep up the protein sources and fibre. Most people

floors. Another idea is to walk up escalators - an easy way to save time and use up some energy.

- especially those like me into their second half century actually know what they should be eating. I bet you do. Try this test...

If you are walking, then try to walk a little more quickly - if you walk 30% more quickly than normal you will burn about 30%

Chicken salad - or fried chicken takeaway Omelette - or pizza Baked potato including skin - or pile of chips Glass of wine - or a bottle Porridge oats - or sugary breakfast cereal Sliced carrot and cucumber sticks or crisps and salted peanuts High sugar fizzy drink - or water maybe with ice and a slice Grilled salmon and veg - or battered fish and chips Whole apple - or apple pie and custard Beef fillet - or shepherd’s pie with pastry I knew you'd get 10 out of 10, well done. 64

Try to find ways to use up more energy. On a shorter

MAY 2018

more calories per hour - and you'll get to where you are going more quickly so you'll have more time to do whatever it is you're going to do - so where's the downside in that? And on stairs, if you can go up two at a time, do so. It burns more energy, gets you there more quickly and gives the leg muscles a workout too.


Think about eating five times a day - at roughly three hourly intervals - that gives breakfast maybe at 7am, mid morning snack at 10, lunch at 1, mid afternoon snack at 4 and dinner at 7pm. Don't skip any of the meals, and if you know you are going to have a big dinner, then have a little less in the other meals. Remember to ensure all the five include at least some protein and minimise the sugars and fats.



Keep portion sizes reasonable throughout - imagine you ate double what you normally eat, every day for a month - every meal, ever snack, doubled. Would that make you fatter? Yes, I'm afraid so. Let's try eating less than normal for a month and just watch the reverse work.


There is magic 12-hours-a-day that really helps with fat loss. This is when you don't eat - overnight. If you can avoid consuming for those 12 hours - then break that fast with break-fast - then you'll be well on your way to success. Your body loves using up its fat reserves during that 50% of your life - and it's not too tough, you should be asleep for most of it. You probably can't achieve the magic 12 hours every night, so just try for as many nights as you can.


Have a go at a few bodyweight exercises at home - it will only take a couple of minutes a day and your muscles will love you for it. Try three exercises - push-ups, air squats and wine bottle presses.

Press ups can either be full body or kneeling if full body is too hard. Your hands should be a good shoulder width apart. Air squats involve standing straight with arms out in front of you

It's all up to you - I'm not going to nag but remember, it's always choice. Think it through, and make the rational choice. And don't just eat it very quickly so as not to allow yourself that thinking time (I know you do that).


How about going out with friends to eat and drink? Well, I'm not going ask you to give up your life to give up your gut - I didn't - but I will ask you just to moderate what you eat and drink while you are out. On the food side, you can usually choose a salad or a main course of fish or meat with veg. And ask them to double up the greens in exchange for the chips.

When it comes to the drinks, drink as little booze and soft sugary drinks as you can - remember that orange juice is packed with sugar and not a good alternative. Red wine has lots of goodies in it as well as the alcohol, so that's a good choice - a glass, not a bottle - be the volunteer driver - everyone will approve and it's the perfect logic for keeping clear of the alcohol. Each one of those 10 points will help towards making this a summer where your fitness levels have increased, and fatness levels are down. And if you can't manage all of them, try to be good as much as you can and follow most of them for most of the time. It's not rocket science, it's rocket salad!

then lowering the body down through bending at the hips and knees, then back up again - keep the arms horizontal. Wine bottle presses? Sit on a kitchen chair holding a wine bottle in each hand at ear height, then press up to arm full tent and then down. If a full bottle is too hard, try an empty one - but don't drink it just to make it lighter! Try these exercises every other day, and make a note of how many repetitions you do and try to increase by one each time. And if you enjoy those, and want to take it a step further, then there are many more exercises at home you can add - or even head to the gym. All described on my website if you want to take this further.


One of the frequent causes of not achieving health and fitness improvements is random eating - choosing something just because it's there, rather than because it falls into your plan. To avoid this trap, try planning each day's food first thing in the morning - which is when your enthusiasm for fitness success is usually at its highest.

I usually write it down, as it helps me stick to it during the day. I include both what I'm going to eat and when - and keep that document to hand though the course of the day. If reality varies, update the list as it happens and see how that helps keep you headed in the right direction.


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

But how about treats, maybe chocolate biscuits, some alcohol or cake? The answer is that each portion of those and similar less healthy items will delay your progress. Give it some real thought before taking the plunge - how important is it to you to make the 'fitness up and fatness down' objective a reality for you?

Our contributor Chris Zaremba offers self-guided fitness courses, plus personal training and coaching both online and in-person. The latest addition to his fitness packages is a monthly subscription members' club specifically designed for those, like him, in their second half-century: 'Fitness Club 50'. Interested? Read more about all of these on

MAY 2018 65


Ask The Expert Do you have a question that you would like to see answered in this feature in a future issue? Email

HOW CAN I GET THE BEST RETURN PER SQ. FT FOR MY FUNCTIONAL TRAINING SPACE? Ben Steadman, Business Development Director at EXF Fitness These days, a functional training zone has limitless possibilities, but creating a space that works for both your facility and your customers requires careful planning and consideration. The equipment is just one element to consider, alongside factors like aesthetic, storage and flooring, which are all extremely important. Many operators start with a list of equipment which appeals to them but it’s far more important to consider the end user if you want to ensure return on investment. Start by considering what you want to achieve with your functional training area and what kind of experiences you would like to offer within it. A rig is the most usual centrepiece of a functional training area but the selection and purchase of a rig should be approached as so much more than a box ticking exercise. At EXF we are often asked to supply rigs simply because they are included within an equipment tender, but we urge operators to consider the member experience. When purchasing a rig you must carefully consider if it will work in the space you have available; will there be enough room to perform the exercises it’s designed for? Does it contain built -in storage solutions? Don’t be fobbed off with off-the-shelf rigs if you are not completely convinced they will be fit for purpose. 99% of the rigs we build are completely bespoke which means they are perfect for the space and can be fitted in a variety of ways including from the ceiling or walls, ensuring they make the most of the available sq. footage. Functional equipment will enhance your rig offering but if you don’t make the right selection it can often end up gathering dust. We recommend looking at what will enhance and complement your rig both from a performance and aesthetic aspect. Asking your equipment supplier to provide training will help to ensure your fitness team remain engaged with the equipment and encourage members to use it. Also consider how you will store large or bulky items of functions equipment when they are not being used is this could impact the space available for training. For instance, we recently created a large 66

MAY 2018

storage unit for a client which sits on a slightly raised ledge down one side of the room, rather than sitting on the gym floor itself in order to maximise the space available. A further consideration is the flooring your rig will be fitted on. More than just a covering for the ground, good quality flooring is an investment as it helps protect and soundproof your space and should be viewed as a piece of equipment in its own right. We have repaired, replaced and fixed numerous functional floors where operators have purchased low cost flooring, but ultimately this is a false economy. The fitness flooring market is huge and there are hundreds of different types of flooring available in various materials and thicknesses so taking the time to speak with an expert about your specific requirements will pay dividends in the long term. At EXF we can supply a wide range of flooring products so that we can accommodate even the trickiest customer requirements. We recently worked with a client whose facility is based in a shopping centre and has a very diverse class offering including Olympic weightlifting, gymnastics and metcon. This of course presented its own unique challenges and we had to carefully consider and create a flooring solution that would reduce noise and vibration from the weights. We were able to supply with an 80mm from our new strength performance range. Able to withstand the toughest environments our performance range, is specifically designed for areas that require exceptional flooring protection, such as heavy weight lifting or Olympic performance zones. My final piece of advice would be to think beyond the here and now and aim to create an area which can be adapted as your facility matures, therefore future proofing your investment. I would advocate creating a bespoke area but not at the detriment that it cannot be altered once in situ. Overall, there is a lot to consider when deciding to offer a functional training space, but it is usually a sound investment that, when done right, keeps your clients happy and coming back for more.


Appointments A round-up of industry movers and shakers

Bigwave Media future proofs with the appointment of Michael Dulku Sales expert, Michael Dulku, has joined Bigwave media as Business Development Manager.

Michael Dulku

Dulku originally graduated in Law and worked in audit for one of the big four accountancy firms, EY, specialising in retail and technology, before embarking on a sales and management career across Hampshire, Berkshire and London for the American brand, Enterprise Rent-a-Car. In 2008 Dulku joined DC Leisure where he worked in various contract sales management roles looking after the sales teams across multiple sites, before moving into public leisure positions including group sales, brand and general management, contributing to significant increases in turnover. ‘Michael’s performance in sales is exceptional,’ said Nick Masson Sales Director for Bigwave media. ‘In his public leisure roles he turned many of the worst performing facilities into the best in their region, as well as helping sites to consistently hit targets. We are privileged to have him as part of our team. Michael’s skills and experience will bring real added value to our clients.’ Dulku has a keen interest in results orientated fitness, measurable customer journeys and connected technology. He said: ‘Missing the future could be catastrophic for leisure businesses. There is a technological revolution happening, influencing consumer expectation and necessitating the evidencing of fitness and public health outcomes through data. To remain relevant, companies need to take steps towards this future now, and understand how to connect technologies together to form their own unique, branded, seamless product and experience.

I have been working in partnership with companies that are delivering solutions with this future in mind and seen firsthand the benefits it can bring.’ One example is the Borough of Broxbourne where, as Fit&Well Brand and Golf Centre Manager, Dulku was responsible for the purchase of the first public leisure installation of eGym, which makes strength training accessible to first time gym users of all ages and abilities, automatically guiding and measuring their strength training. The results were an immediate and sustained reduction in attrition since installation a year ago, resulting in a swift payback for the investment. The installation is also the first pilot connecting eGym equipment with the Netpulse mobile application. At Bigwave Media Dulku will predominantly advise and coach client teams in sales techniques, but will also counsel on health and fitness and swimming development. ‘I thrive on problem solving, and having been accepted on and completed the ukactive Future Leaders programme in 2017, I was inspired to work with more businesses within the fitness industry, rather than being isolated with one operator,” he said. “Bigwave seemed the obvious choice for me because the company enjoys such strong relationships with its clients and grows in partnership with their businesses over a number of years. ‘I am looking forward to opening clients’ eyes to what is possible, taking them on a journey to understand how the industry is evolving and how they can capitalise on this change to fuel their growth and remain relevant.’

MAY 2018




bringing gyms into a successful digital future Find out how call +44(0)207 701 4267, email or visit

GOM_Classified_eGYM_2017.indd 1

05/01/2017 17:24



Mirrors for Training offer fixed and portable mirrored solutions to your individual requirements, supply and supply and install Nationwide. Call us on 01902 791207 or email for a brochure INSURANCE

Specialist Insurance for the Fitness Industry  01189 875100  



TRP help health clubs, leisure centres and gyms across the globe create happy, loyal members through our userfriendly software which enables effective engagement and the delivery exceptional customer service.

creating raving fans

We have three core modules covering Actionable Member Feedback, Automated Email and SMS and Effective, Targeted Gym-Floor Interactions – all of which are supported by expert coaching and account management and world-class technical support. Team TRP are incredibly passionate about the health and fitness industry and the role we can play in its continued success through helping forward-thinking, customer-centric operators reach their business goals by consistently delighting their members. CLOTHING

Save up to 75% of your time on staf f management tasks Planday is specifically designed for fitness and leisure businesses with hourly workers. Planday has all the features you need to efficiently manage your employees Learn more |

No Setup Fees Coordinated Uniforms Multiple Print Positions Bulk Discounts Available


ADVERTISE IN GYM OWNER MONTHLY MAGAZINE Contact Paul Wood today to discuss a range of flexible options:   07858 487357