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ISSUE 44 // November 2019

w e i v r e t n i g i b E H T

Matthew Januszek W IT H

c o - f o u n d e re s s

of Escape Fitn






Welcome... to the November issue. The GOM team are on fire this month and have brought you another informative issue full of expert advice from the fitness industry’s finest. We are also getting prepped for Christmas, digging out the mistletoe and dusting off our jingle bells! Co-founder of Escape Fitness Matthew Januszek not only graces our front cover this month but gives us our Big Interview on Page 16. David Webb of Webb Fit has been nominated as our PT of the Month on Page 19, Gym Buddy are shaking up the fitness industry on Page 23 and you can find out how fit you are with Matt Ford from Archon Combine on Page 26. We also have state of the art gym design from Cuoco Black on Page 29 and we introduce you to Purple Tuesday making gyms accessible for all on Page 41 plus much much more. Enjoy!

The GOM Team




Jane Grandena

Janine Edwards

Paul Wood



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

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

 @GymOwnerMonthly  gym-owner-monthly-magazine

Keep up to date

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



Contents 13 16

19 23

29 13 16


Gym Owner of the Month Joe Gaunt of hero Training Clubs

the big interview Escape co-founder and podcast host Matthew Januszek on bodybuilding, business and blue ocean

34 29 31


19 23 26

PT of the Month is David Webb

PT Viewpoint Matt Ford of Archon Combine answers the ultimate fitness question ’How fit am I’

37 Blue Ocean Gym Design by Cuoco Black

Fitkit This month’s top pieces of kit including Power Plate’s new line of premier targeted vibration


EMD UK Explain three ways to maximise your group exercise offering & talk about their new CEO Marcus Kingwell

37 39

Are your PTs fit for purpose? by Brad Tucker of Premier Global NASM

Kettlebell empire in full swing Manish Ruhail from Delhi India shares his insights in his role as a fitness professional and world champion kettlebell athlete.





GymBuddy is coming with a promise to shake up the fitness industry.






41 44 57 54 41 44 47 49 51

Purple Tuesday will help gyms access the disability market, says Mike Adams OBE


59 54

How digitalisation and connectivity will enable a physical activity revolution by Kerstin Obenauer of eGym

Find all the latest fitness apps Hapori Using Data as an Asset in the Fitness Industry

RetentionLove your leavers by Guy Griffiths

Step one of sales Explained by Daniel Nyiri

57 59 61

The ‘Golden State’ of boutique fitness by Matt Gleed

Is Movement Assessment still valid for PTs? explained by David Parker of PT Academy

Ask the expert By Rachel Glew, Global Master Trainer

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





What’s hot in the fitness industry

EQL SIGNS MAJOR US PARTNERSHIP DEAL Leading health tech startup EQL, part of the NHS DigitalHealth. London and Google for Startups programmes, has entered into a new partnership with Raintree Systems Inc. one of the world’s largest providers of specialist practice management and clinical documentation tools. Under the terms of the global alliance EQL’s innovative AIdriven physiotherapy assessment tool, Phio, will form part of the patient engagement platform provided by Raintree Systems. This is part of the company’s commitment to bringing the power of software and technology to specialist medical fields to enhance and extend the skills of healthcare professionals in serving their patients. Raintree Systems provides solutions to some of the largest Physical Therapy providers in the world including commercial, non-profit, educational and government agencies across the US and Canada. Phio is the debut product from EQL which launched in June, initially providing an agile triage tool that signposts users to suitable MSK care pathways. EQL is currently developing its Digital Injury Management tool, a solution that will harness Artificial Intelligence and Machine Learning to evolve and adapt its behaviour. The “patient as a partner” approach reduces the need for human intervention thereby increasing efficiency and fast-tracking patient care. Accessible 24/7 and available in any language, Phio can complement existing services and is a strong alternative for many telephone-based and remote physiotherapy services. It also offers dramatically improved customer journeys and has the potential to radically improve health outcomes. Terrence Sims, President and COO at Raintree Systems said: “At Raintree Systems we are committed to working with partners that can help our clients to improve patient care and medical outcomes. Phio is the perfect fit for us and we believe that it will bring real value to the provider, practice and patient.” 6


Jason Ward, CEO of EQL, who along with Peter Grinbergs co-founded the company, said: “EQLs mission of delivering user centric, clinically robust digital healthcare is a perfect fit for the often unengaged and inefficient USA healthcare system, proving once again that great technology breaks down traditional barriers. Since our launch We have been inundated with interest from organisations including NHS providers, Clinical Commissioning Groups (CCGs), global insurance companies and Occupational Health providers. As a result, we are in the process of signing MOUs with over 30 organisations worldwide.”


Inclusive Sports Programme Announces Further Expansion in Westminster Following the success of the award winning inclusive sports programme, Sport For Confidence, at the Moberly Leisure Centre, Westminster City Council has given the go ahead to launch the programme in a second venue, increasing opportunities for those who face barriers to participation to get involve in sport and physical activity.

The programme has been running for 6 months at the Moberly Leisure Centre, delivering a range of activities including basketball, boccia, seated exercise, dodgeball and New Age Kurling to individuals living with a wide range of conditions including dementia, learning disabilities, mental health issues and physical impairments. Chris Yearley, General Manager at Moberly Leisure Centre, says: “An active lifestyle can have a profoundly positive effect on everyone’s mental, social and physical health. Introducing the Sport For Confidence programme has enabled us to extend our reach to new segments of the community, offering additional support to those who will most benefit from our services. I look forward to working with the team over the coming months to grow participation and extend the number of activities on offer.”

From Wednesday, November 6, Sport For Confidence will run weekly multisport sessions every Wednesday 12-1pm at the Seymour Leisure Centre located at Seymour Place, Marylebone, London, W1H 5TJ. Sessions will follow the tried and tested Sport For Confidence model which places an occupational therapist alongside a sports coach to deliver adaptive sessions which cater for individuals who would otherwise find it difficult to get involved in sport. “Our model is unique, taking traditional clinical practice out into the community, using sport and physical activity to deliver occupational outcomes which enhance quality of life and promote an active, healthy lifestyle,” explains Sophie Garratt, Sport For Confidence Occupational Therapist.

People with a disability are half as likely to be active as the rest of the population. Sport For Confidence is proving that, given the right environment and support, people with a disability will engage and the benefits extend way beyond the field of play. An independent study by an Occupational Therapist concluded that programme participants reap life-changing benefits including Increased independence in daily tasks, heightened awareness of self and health issues, teamwork, self-expression, enhanced decision-making, communication skills, reduced dependency and improved self-confidence. Garratt adds: “We are now supporting more than 90

7,239 GYMS



Source: The Leisure Database Company NOVEMBER 2019



individuals at Moberly Leisure Centre. As numbers grow, so too will the number of sessions and activities on offer. “Recently, we added Swim For Confidence. For many people, getting in and out of the water is not the main barrier to participation, Our sessions are designed to support anybody who appreciates a little extra support when in the water, from dementia sufferers to those with learning disabilities or mobility issues. It also encourages carers and family members to enter the water, creating a bonding and social experience for all, enhancing fun and enjoyment.” Sessions will be timetabled at Seymour Leisure Centre from week commencing November 6, 2019. Sport For Confidence is now running programmes at 11 leisure centres across Essex and London (full list below)

New partnership announced to streamline bookings for Sodexorun gym A new partnership is set to create a simpler, more streamlined, booking process for 7HQ Gym, a health and fitness centre in London, managed by Sodexo, a leading global services provider.

information about living a healthy lifestyle – but rather than being victims of online harms, such as an unhealthy body image obsession, the majority are able to use humour, irony and banter to navigate social media content. In a new study, published in Qualitative Research in Sport, Exercise and Health, researchers in the University of Birmingham’s School of Sport, Exercise and Rehabilitation Sciences, investigated how young boys use Instagram, Snapchat and YouTube to learn about physical activity, diet, and body image. Over a 12-month period, more than 1,300 teenage boys from 10 schools and from a range of socio-economic and ethnic backgrounds engaged a series of class activities, interviews, workshops and a survey. In contrast to popular opinion, the study showed teenage boys were intelligent and critical users and generators of social media. For example, they used irony, through hashtags like #gymlad to enable them to post selfies about their bodies in the gym without fear of ridicule, and within a context of acceptable banter. “The evidence from teenage boys indicated that you can be a gymlad if you’re ‘ripped’, with a toned gym body, but you can also use gymlad in an ironic way,” says lead researcher, Dr Victoria Goodyear. “Using humour and irony means that boys can still aspire to have gym bodies and be motivated by sport, exercise and healthy diets, but without the risk of being put down or ridiculed by their peers.” “What’s particularly important about this research is that it shows young people are critical users and generators of social media who are able to evaluate and think clearly about what they see, do and use online,” says Dr Goodyear. “Young people can’t turn off social media - it’s not an option. But while we see plenty of news coverage about the negative impact of social media on health and body image, in reality, we are seeing teenage boys accessing information, learning and being motivated by it, but also finding ways to not put themselves at risk of ‘body shaming’ that could lead to unhealthy habits.”

The tie-up sees Sodexo partner with innovative booking management platform, fibodo, to implement a new booking system that allows over 3,000 people to seamlessly reserve personal training and fitness sessions at the 7HQ Gym. The system also includes a dedicated app exclusively for users to book activities wherever they are.

The research highlights the need for adults – parents, carers and teachers – to try to better understand and empathise, rather than criticise how young people use social media. The team has published guidance on this topic. In addition, a new partnership with Google offers a professional development programme to educate teachers in this field.

Alan West, Head of Health & Wellbeing, at Sodexo commented: “Our focus is on providing a great service to our clients. We wanted a straightforward, innovative way to deliver an effective booking platform for the 7HQ Gym. fibodo’s booking management solution was recommended to us and we’re delighted to be working with the team as we build upon success for the future.”

“We need to support adults to become more digitally literate, so they understand both the positive and the negative potential of social media,” says Dr Goodyear. “They can then help young people navigate these landscapes to produce positive health education outcomes.”

USN INVESTS IN POWER OF TRUST TO DRIVE NUTRITION SALES University of Birmingham News Release SPORTS USN, leader and pioneer in the Sports Nutrition Irony and humour keep teenage #gymlads healthy on social media Teenage boys rely on social media to access a wealth of 8


category, has launched a breakthrough new range of high protein bars under the USN TRUST brand. New USN TRUST Crunch delivers superior quality high


protein snacks with guilt free nutritionals, targeting the growing consumer base of gym and sporting enthusiasts who want to develop strength and lean muscle along with focusing on their general health and wellbeing. New TRUST crunch bars join TRUST Protein Shakes and a range of tasty vegetarian flapjacks as ideal choices for fitness and sports enthusiasts with an interest in balanced nutrition. Each high protein bar includes guilt-free benefits, including low sugar, high fibre and no palm oil content. There are four delicious flavours available in 20g bars: Fudge Brownie, Cookies & Cream, White Choc Cookie Dough and Salted Caramel Peanut. All products are available in countertop outers for easy merchandising. USN Marketing Director Joanne Mintz says: “We are confident the USN TRUST Crunch range will take the consumer market by storm. Availability is also key, and the recent announcement by our Managing Director Tom Galvin about the roll-out into approx. 200 Holland & Barrett stores and 75 DW Sports stores nationwide is symptomatic of its success. We have invested time and resources to perfect TRUST Crunch nutritional power with healthy benefits and we know we’re on to a winning formula.” Nutritionist Shona Wilkinson comments: “TRUST Crunch bars contain a good level of protein and fibre, with sugar content reduced to just 2g per bar. They provide an excellent option for consumers who want to manage their weight as well as improve their fitness levels.” The Power of TRUST For 20 years, USN’s mission has been consistent: to pioneer only the most advanced sports nutrition for active people from any discipline, in any sport and with any personal goal. To motivate and help consumers maintain a healthy, active lifestyle, USN works with world class athletes across various sporting codes who attest to the reputation of USN products by including advanced USN supplementation as part of their training and event programmes. ANT MIDDLETON, USN TRUST AMBASSADOR USN’s most recent ambassador appointment, specifically for the TRUST brand, is Ant Middleton, the former British soldier who is now a well-known television presenter and Chief Instructor on Channel 4’s award-winning series “SAS: Who Dares Wins”.

Ant’s partnership with USN TRUST includes a video series, where he presents stories of athletic or sporting individuals who have overcome adversity in their lives through the power of mental strength, physical skill and sheer perseverance. In addition, the videos show how these individuals have used the ‘power of trust’, both in themselves and with the support of those around them, to achieve their goals. Joanne Mintz comments: “Ant Middleton embodies what the USN TRUST brand is all about. His work will inspire and motivate ordinary people to overcome their personal challenges. USN TRUST Crunch bars are fantastic products – but they also represent the core USN ethos, which is for consumers to trust us to help them reach the health and fitness goals they deserve.” Mintz continues: “Sports Nutrition is evolving rapidly and the USN TRUST brand is in a good position to help drive new usage – and therefore achieve commercial results. We have a dynamic NPD pipeline with more new products to be announced very soon. We’re excited to speak with forwardthinking retailers who are interested in meeting head-on the changing consumer needs in the Sports Nutrition category.”

Visually impaired individuals want to cycle, swim and go to the gym The three activities people with a visual impairment most want to get involved in are the cycling, swimming and going to the gym. This is the just one of the significant insights lifted from a comprehensive survey by Metro Blind Sport exploring the attitudes, preferences and behaviours of its visually impaired network with regards to physical activity. The survey, completed by 60 Metro Blind Sport members and 111 non-members, was conducted via an online survey. All participants were in some way already engaged with sport either directly through Metro Blind Sport or through one of the charity’s partners. Key findings: • 40 per cent of participants would like to cycle, 39.5 per cent would like to swim and 35 per cent would like to go to the gym • 71 per cent of members surveyed are achieving the Chief Medical Officer’s recommended 150 minutes of activity per week • Factors that would increase participation are: facilities close to home (67 per cent), availability of specialist coaching (47 percent) and somebody to go with (43 per cent) • Main barriers to participation are: venue location (17 per cent), lack of information about available activities (14 per cent) and nobody to go with (14 per cent) • Besides 73 per cent quoting ‘better physical health as an outcome of personal involvement in sport’, participants also reported: improved self-confidence (63 per cent), formation of friendship groups (58 per cent), promotion of a positive attitude (55 per cent) and better mental health (50 per cent) NOVEMBER 2019



“The research has certainly produced some valuable insight. For me there are two standout learnings. “Firstly, our members and wider network are significantly more physically active than the rest of the visually impaired population. 71 per cent of those surveyed are achieving 150 minutes of activity per week. This is a significant improvement on figures reported in the most recent Sport England Active Lives Survey, which states more than half (54 per cent) of people with a visual impairment are ‘inactive’, achieving less than 30 minutes per week. • Almost half of participants (47 per cent) have to travel more than 5 miles to participate in sport with 28 per cent travelling more than 10 miles • Most popular reasons to participate are: to improve general fitness (78 per cent), to have fun (70 per cent), to compete (53 per cent), to socialise (42 per cent) and to lower stress (41 per cent) • 94 per cent of participants feel more could be done to encourage participation amongst those with a visual impairment

“Our survey results suggest that, through availability of information, the provision of an inclusive, accessible environment with specialist coaching support, plus an adequate choice of activity, the visually impaired community will engage. It is estimated that there are two million people in the UK, including 194,000 Londoners, living with sight loss that significantly impacts upon their life. This presents a significant opportunity to leisure operators who can reduce barriers and provide inclusive services. “Secondly, the 2019 State of The Fitness Industry Report by The Leisure Database Company, states there are 2,729 public sector fitness facilities in the UK. All of these will be offering swimming, cycling and/or gym facilities. Our survey reports these are the activities most appealing to our visually impaired community, raising the question: ‘Why is there a disconnect between available facilities and engagement?” “Over the coming months, I plan to focus on this area. Working in collaboration with leisure operators and ukactive plus providing access to our survey results, I want to help operators to better understand how to engage with the visually impaired community. In addition to the many social, mental and health benefits this will deliver to individuals, it will also open up a new market to operators who can engage with a greater percentage of their communities.”

The research forms part of a wider Impact Report, commissioned by Metro Blind Sport, to examine the influence the charity is having on participation and to establish what more could be done to engage those with sight loss or a visual impairment. Martin Symcox, CEO at Metro Blind Sport, says: “Most of the information we have about our community and its engagement with physical activity is anecdotal. We identified a need to better understand what our members and wider network gain from participation, barriers which prevented them engaging more and, given the opportunity, what activities they would like to be more involved in. Findings would then contribute to our ongoing strategic plans to encourage higher levels of participation in sport and physical activity. 10


UK Disability Leisure Workforce Project Wins International Award

On Friday 18th October, Aspire’s InstructAbility programme won the coveted International Innovation Prize, awarded by the World Leisure Organisation (WLO). The presentation took place on the opening day of the 4th World Leisure Expo & Forum in Hangzhou, China. Dr Roger Coles, WLO Chairman and Hu Wei, Vice Mayor of


Hanzhou, presented the ‘George’ trophy to Hilary Farmiloe, InstructAbility Lead at Aspire. The trophy is named after the late Dr George Torkildsen (1934-2005, UK), a pioneer of leisure management theory and former WLO Chairman. Farmiloe said, ‘This is a huge honour and I’d like to think that George Torkildsen would be proud of the work we are doing to make leisure management roles accessible and inclusive to more disabled people. We look forward to working with the WLO to build relationships with international colleagues in this field of work.’ InstructAbility, supported by the main funder, Sport England, has enabled over 400 disabled people to gain industry qualifications and work experience, with many moving into employment and further professional development. Dr Trudie Walters, Chair of the WLO Innovation Prize Committee, says ‘InstructAbility is a valuable and innovative programme that epitomises the very essence of the WLO award, and we congratulate them on their vision and achievements.’ Aspire follows in the footsteps of other world-leading initiatives that have been recognised by the WLO, gaining prestigious position and promotion in the international leisure field. The first opportunity for Aspire to share their work with a high-level international audience came via an invitation to present to delegates at the World Leisure Forum, an academic event gathering together top international experts to discuss different leisure topics. Adam Blaze, Sport England’s Strategic Lead for Disability said: “We are delighted to see InstructAbility win this prestigious award. Sport England is determined to close the activity gap between disabled people and non-disabled people. A key part of achieving this will involve working

with innovative organisations like Aspire and providing quality training and opportunities for disabled people. With approximately 50% of people who complete the programme going into employment, Instructability is creating a more inclusive environment for people to get active alongside friends and family, as well as new skills which people can take into their professional lives.” Aspire is now poised to influence the leisure landscape with the release of evidence-based industry guidelines for disabled people, training providers and employers. An interview with Hilary Farmiloe, filmed in Hangzhou can be viewed on the InstructAbility website www. instructability.org.uk

INTERNATIONAL NEWS Planet Fitness Connecticut Franchisee Acquires 11 New Clubs Across Connecticut and Tennessee Orange, CT (Oct 16) – ECP-PF Holdings Group, Inc., a Planet Fitness franchisee with over 90 Planet Fitness locations across the U.S. and Canada, has announced that it acquired eleven current Planet Fitness locations across Tennessee and Eastern Connecticut, previously held by other franchisors. ECP-PF now owns the Planet Fitness locations in East Haven, Guilford, Groton and Hamden in Eastern Connecticut as well as seven clubs across Chattanooga and Knoxville in Tennessee. These acquisitions completed in 2019 by ECP-PF Holdings Group Inc. have expanded the company’s footprint to 99 locations. Planet Fitness is one of the largest and fastest-growing NOVEMBER 2019



ukactive and EuropeActive pledge to continue working together after Brexit

ukactive and EuropeActive have agreed to strengthen their partnership following a meeting at the IHRSA European Congress 2019 in Dublin this week. ukactive CEO Huw Edwards and EuropeActive Acting CEO David Stalker met at the sports and fitness industry event on Monday, 14 October. They reiterated their commitment to maintain their close working relationship whatever the outcome of the Brexit process. franchisors and operators of fitness centres in the United States by providing its members low-prices and unbeatable value in a relaxed Judgement Free® atmosphere that allows people of all fitness levels the opportunity to pursue an active, healthy lifestyle. ECP-PF Holding Group, Inc’s CEO, David Humphrey said, “We’re excited about the opportunity to expand our company’s footprint further throughout the country”. He added, “This acquisition allows us to build upon successful locations, continuing to provide a safe place to work out with state-of-the-art equipment, free fitness training, and the wonderful amenities of the Planet Fitness Black Card Spa.” ECP-PF Holdings Group, Inc’s Senior Vice President of Operations, Joe Pepe Jr. said, “We continue to be committed to providing an exceptional customer experience through our clean and comfortable Judgement Free Zone, and maintaining our status of being the fitness choice in each community that we serve.” About Planet Fitness Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. As of September 30, 2018, Planet Fitness had more than 12.2 million members and 1,646 stores in 50 states, the District of Columbia, Puerto Rico, Canada, the Dominican Republic, Panama and Mexico. The Company's mission is to enhance people's lives by providing a highquality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. More than 95% of Planet Fitness stores are owned and operated by independent businessmen and women. About ECP-PF Holdings Group Inc. ECP-PF Holdings Group is based in Orange, CT. It is one of the largest Planet Fitness Franchise ownership groups, currently operating more than 90 locations across Canada, Arizona, Connecticut, New Mexico, New York and Tennessee. It is owned by Exaltare Capital Partners, a Boston, MA based private equity firm that invests in owner-managed, familycontrolled businesses in the consumer sector 12


The mutually beneficial partnership will see the organisations continue working together in four key areas: data and research, policy and regulatory issues, operator benefits, and campaigns. Both organisations are committed to making the relationship stronger and working together in areas of shared concern. Huw Edwards said: “ukactive and EuropeActive have really benefitted from our excellent partnership over the past five years. The Brexit situation has created numerous uncertainties in the sector, but this will not affect our relationship. David and I have agreed that we will continue to build on and strengthen the way we work together on a number of key issues and activities that will bring wider benefits for the sector.” David Stalker also commented on the agreement: “With our combined resources we are showing governments and policy-makers across Europe that we are leading the way in attracting more people to be physically active. Our recent #LetsBEACTIVE in Europe and national fitness day in the UK are prime examples of how we are working together in getting the message across about promoting an increase in physical activity and sport. Brexit is not going to affect the important relationship and cooperation between EuropeActive and ukactive in any way.” About EuropeActive EuropeActive, formerly the European Health and Fitness Association (EHFA), is the leading not-for-profit organisation representing the whole of the European fitness sector in Brussels. According to the 2018 Deloitte Market Report the European fitness sector serves over 62 million consumers, generates 27.2 billion Euro in revenues, employs 750,000 people, and consists of 62,000 facilities. In 2018 the European market grew by 3.5% and in the past 10 years the number of fitness users has increased by 72%, and 9.4% of all European citizens aged over 15 are users of fitness services. For further information, please visit www.europeactive.eu or contact: Carlos Fernández, Communications Officer communications@europeactive.eu


Your name(s): Joe Gaunt

Gym name:

hero Training Clubs


Angel Gardens, Miller Street, Manchester M4 4GB







# of members:

400 (just two weeks after launch)

How did you become a gym owner? I am a psychology graduate and a qualified personal trainer. I have always had a lifelong interest in health, wellbeing and helping people. I was Operations Director and then Sales Director at Virgin Active for five years as well as being the Managing Director of Reward Gateway, an employee engagement technology platform and more recently MD of We Work.

How many gyms do you own/operate?

Aside from the gym, what other facilities do you offer your members e.g. cafe, classes, creche etc.? Firstly, we aren’t a gym in the traditional sense. We are a Training Club where guests can come to train their bodies and minds and get the support they need to enhance their life. We offer four separate training rooms, to reflect four different training disciplines; Athletic, Cardio, Rejuvenate and Stronger as well as complementary services such as counselling and mental health support, not to mention a Cryo-therapy chamber and our wellbeing hub, which also includes physiotherapy.

Currently, one but there are plans to open more in 2020.

All visitors to our Training Club will book onto specific classes. We want people to train together and not alone. We know great things happen when people train and work out together.

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

We also have a vibrant Community Space where we run workshops and “lunch and learn” sessions on a variety of subjects from sleep, nutrition and mindfulness.

Two weeks!

We also boast a Wellness Hub, which really makes us unique. Here


we can carry out very comprehensive health checks, offer mental health counselling and also hypnotherapy. It’s here where you’ll find our state of the art Cryo Chamber, which is amazing for helping our members with recovery.

How many staff do you employ? 20 currently, growing to 40+ next year

How important are PTs to your business? They are hugely important and we wouldn’t function without them. The whole concept is built around the group and one to one training. We believe people succeed when they have the right support and education to guide them on their journey. We offer a perfect mix of blended and one-to-one training.

How do you motivate/incentivise your staff members? We employ people who are aligned with our vision, who are truly passionate about making a difference and having a positive impact on the lives of our customers. When you’re working with team members like this, they tend to be self-motivated and the success of their clients motivates them to continue pushing forward and breaking barriers.

Do you provide any financial assistance for your staff with regards to their training & development? We fund any training and development our teams might need to deliver the ultimate experience for our members and guests. The hero Training Club team has received mental health awareness training and have the most up to date knowledge and education to appropriately support and assist anyone coming into the club with mental and emotional health worries and issues. The coaches and trainers will also have the ability to refer members to different health zones and different experts all working within the club. In addition, any educational books or other learning resources can be fully expensed. All this comes under our training and education programme which we call the “Hero health benefit”.

What makes your gym unique? We are the FIRST ever health and wellbeing club open in the UK

which not only runs exercise and physical activity classes but mental and emotional health classes too. We want hero Training Clubs to be renowned for supporting individuals to thrive, reflect, recover and achieve. We all have high-stress moments in life regardless of whether you are running a multi-million pound business, studying for a degree or working in a coffee shop. We face so many external pressures, which can have a negative impact on our mental wellbeing and in turn our overall health. We fully understand the very fine lines between emotional and physical health and happiness and our club will deliver an all-encompassing solution to support individuals to take back control and help them by building resilience and self- confidence so they feel ready to take on whatever life throws their way. Many health clubs in the UK and indeed globally, talk about the positive impact exercise has on our mental health and rightly so, but we recognise that it takes a certain person, with a certain mindset to feel strong and able enough to come to the gym in the first place for help and support. The hero Training Club offers guests and members the choice of how they improve their health. They might initially visit us first for one to one counselling or a sleep seminar and then head over to our compelling and results-driven group training studios. We recognise everyone’s health and fitness journey is personal and very unique; some people will need more physical, mental or social support, whereas others might want more specific help and advice around sleep or nutrition, and another person might just want to enjoy our awesome fitness classes. We purposely don’t want to offer a very narrow and short-sighted health offer. The word “health” is more than what we see on the scales or how far we can run. It’s made up of emotional, social and physical health and we believe it’s time to give people truly holistic support, with very real and achievable solutions to tackle the health issues we as a nation face. The hero Training Club is part of the wider hero group, which delivers highly successful digital initiatives (through its groundbreaking Navigator platform) and high impact mental health services to global businesses and organisations daily. We are working with some of the world’s leading brands to effectively deliver outcome-focused workshops, training and ongoing support across all areas of mental health; and our team are some of the best in the business. We are taking the learnings and all the best practice from this part of the business and fusing it with our physical activity innovations to deliver a new health solution to the people of Manchester, and we hope we can play our part in creating the UK’s healthiest community; one individual at a time. What’s more, hero has partnered with the residential developer Moda at the same site to tackle loneliness and increase physical, social and mental wellbeing of rental communities via hero’s digital

G sY po M tO l iWgNh EtR O F T H E M O N T H

wellness technology and the hero Training Club.

What advice would you give to other gym owners just starting out? It’s important to ensure you employ and work with people who are aligned to our vision and fully support it. These are your brand ambassadors so it’s vital they are the right fit for the business. Secondly, understand and appreciate your place in the market.

What are the biggest challenges facing your business today? At hero, we firmly believe that health is completely connected. So a good night’s sleep is just as important as a good work out and that making time to relax or socialise with friends and family is vital for good mental health too. Without maintaining all these areas will result in imbalances and in time it will impact your overall health and wellbeing. I think the sector is getting the message across about physical health, which is great - but it’s time we started to focus on mental health too.

What significant changes have you seen within the industry over the past 3 years? The rise of the boutique gym sector has been great and has given rise to the niche and specialist operators, which has offered the public more choice, more flexibility and better exercise experiences. We have also seen standards of delivery and operation improve too, again as a result of these specialist and “experience-led” operators. This has had a knock on effect to all areas of the market and we’ve seen more innovation over the past three years than the previous ten years. With all this change comes a certain level of expectation from consumers. They are no longer content with a rickety old treadmill, cross trainer and rowing machine. And in my opinion, this is awesome!

How do you engage with your members? Every way possible - before they even step foot in the building. We use social media, email, face to face, events, seminars, free tastings, open days, partner events – we want our members to get the most out of this club.

How do you retain your members? We focus on results and experience. If they are motivated and achieving their desired results as well as having a great time, they should naturally want to stay. And this is why we focus on group and team training.

How are you promoting your brand and marketing your gym? We have established partnerships with local organisations. We are investing in digital marketing, social media outreach, PR as well as employing a strong community team, which has established great relationships and partnerships with key organisations and businesses across the city

What is your biggest success story? Prior to hero, I was part of a global management team which was in the fortunate position of being able to sell a business for $200m and then share the profits with the workforce. This showed me that when you have the right people in place, all working towards the same goal; magic things can happen. And now I am immensely proud of what we’re building at hero. I have an incredibly passionate and talented team and I know the sky’s the limit.

Finally, if there was one thing you could change in the industry, what would it be? I would love to see more businesses genuinely helping people and putting people before short-term profits. I believe there are still so many people let down by poor operators. For some, joining and attending a gym isn’t easy. And it’s these people who we need to nurture and guide on their health journey. Sometimes going over and above to help them, but I guarantee their success will reward individuals and businesses ten fold.



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Escape co-founder and podcast host Matthew Januszek on bodybuilding, business and blue ocean thinking MATTHEW JANUSZEK, CO-FOUNDER, ESCAPE FITNESS How did you get into the fitness industry? “When I was about 15 I was inspired by Arnold Schwarzenegger and competed as a junior bodybuilder until I was 21. I remember my dad buying me a set of plastic weights one Christmas. I’d always been interested in fitness but never been able to turn it into a career. “A few years on and I was working as a doorman in the evenings to get some extra money. We used to run parties in nightclubs at the weekends. I was sat outside one club with a friend one weekend and it wasn’t going as well as we’d expected. We hadn’t made as much money as we wanted and we needed to come up with a better idea. I said: ‘Let’s come up with the name of a business,’ and my friend Tim said: ‘Let’s call it Escape.’ We just wanted to escape from that lifestyle. “My dad and I had always talked about setting up a business. I saw these weight plates with ‘Poland’ on them. I asked him if he could find them, as his dream had always been to do business with Poland. That was the catalyst to do something different and start selling them. 16



“We started in the garage of our family home. It wasn’t a case of waking up one morning and it being a huge success but it’s grown pretty quickly with gradual progressions. We pushed ourselves to go into Poland and set up distribution there, then Germany with the company and a warehouse; that was another stage forward. We did the same in Thailand and, more recently, the US.”

Tell us more about Escape. “We’ve been helping create the ultimate fitness experience for our customers, clients and partners for over two decades, and we’re dedicated to developing functional training solutions that genuinely excite gym goers and communities. When people are working out together, the environment plays a huge part in that level of motivation that leads to the best results, member retention and a sense of fun in fitness. “Escape has always been passionate about gym design, programming solutions and functional training equipment. We’re operating in over 80 countries now, with an emphasis on education and digital fitness initiatives like our MARS screen. Complementing the business, our Escape Your Limits podcast is downloaded in over 90 countries, educating the industry around the world. We’ve come a long way since working from the spare bedroom.”

What sets Escape apart from its competitors? “What we do through our design, marketing and activity at shows, is to inspire and excite people; to really get people’s attention. If you look at our booths at shows then it’s always a party. That’s the essence of what we do ourselves and what we try and help our customers do. We’re not in it to just sell products. “We’ve always aimed to be inspirational. Even today in what we do with our marketing such as the podcast – we don’t do things like everyone else does. “You can see a lot of our passion in our products – everything we make – it’s a passionate business. That’s how we express ourselves.”

What are your biggest challenges you face in your business? “If you’re in business you’ve got to get used to it being an onslaught of different battles of different sizes. When I first started training, I thought that one day I will have trained myself to the point where I no longer have to, like some kind of Nirvana. I don’t know why. But I realised that you’ve got to keep going, and that’s part of it. Business is the same. You’ve got to be on your game every single day. If there are any younger people out there that are thinking of starting a business, the challenge is being comfortable with being constantly uncomfortable. That’s entrepreneurship. It’s always a challenge.”




What’s the most valuable lesson you've learned from the fitness industry? “I’ve realised the mind, body and business connection. Everything that happens in being a good athlete, sportsman or just trying to get in shape, it’s very similar to working in fitness. That’s one of the reasons why I was inspired to do the podcast, because when I started the business I didn’t really know anything about the industry and there was nobody to look up to or learn from. I wanted the Escape Your Limits podcast to inspire people by giving them examples of people who have been successful and help uncover those traits and stories. “A lot of the lessons I’ve learned from the early days with my bodybuilding, I still use those today in terms of being able to motivate myself – the discipline, the routines, the habits and the mindset. I think they’re all very important.”

What’s next for Escape? “As a business we’re always looking to see how we can innovate and add value to the industry. We’ve always strived to push forward and take risks while supporting our partners and teams around the world. “Most recently we’ve launched an affordable, portable resistance trainer called VECTOR that we’ve been experimenting with our personal trainer community. We’re excited to bring it to the UK market. It’s been incredible to see what movements and workouts they can do with it in clubs and outside on the go. “We’ve also been closely watching a lot of the research in fascia training, and this tool is extremely effective for the tri-planar workouts needed to benefit your fascia system. That’s going to be a big movement that we’ll hear a lot more of in the coming months. 18


“The other big contributor to our future direction is that we’ve invested heavily in our digital content to help remove some of the assumed knowledge that comes with training. It’s important to still nurture the foundations of your business, too. Next year is going to be a really important one for going back to our roots with free weights as well. It’s an exciting time.”

In your opinion, what is the current state of the UK's fitness industry? “I’m fortunate to have a good perspective of the global fitness industry. One thing I’ve noticed – and this is a generalisation – the bigger percentage of the UK market compared to others has lost the innovation in some respects. What this has created is a real vanilla offering where people are just sort of staying safe. Nobody’s really being bold enough to step outside of the box and do something different. “In other areas of the world such as the US, operators have really taken risks to highly differentiate themselves. They’re offering something unique. For the UK market to really thrive again, people have got to start looking for these blue oceans. I talk to people in the Escape Your Limits podcast that have found all these new opportunities, but at the moment we’re all fighting in a red ocean and it’s not good for anyone. Obviously this is just a generalisation and there are definitely examples on the contrary. But as a whole, the percentage of innovation is too small compared to what it should be. There needs to be more risk takers.” For more information on Escape visit www.escapefitness.com To sign up to the Escape Your Limits podcast, visit www.escapefitness.com/listen-now or search in your favourite podcast app.

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Your name:

David Webb


Level 3 PT, S&C L2 Coach, British Weight Lifting L2 Coach, Certificate in Postural Assessment and Corrective Exercise, Nutrition L1, Women Fitness L3, TRX Instructor, Spinning Instructor, Foam Rolling Instructor, Coaching & Mentoring L4, Leadership & Management L4, Human Performance, Facilitation Instructor

# years as a qualified PT: 5 Years

Where you work (town/city): Birkenhead, Wirral

Your web:

Under construction

Your Facebook: Webbfit

Your Twitter:


Your Instagram: Webbfit

How did you become a PT? I joined the Royal Air Force in 2013 as a Physical Training Instructor and obtained the qualification through a 9-month intense training course, this included military-specific training alongside the personal training elements.

What was your experience of the training/qualification process? The military route was extremely enjoyable, it is a different route to obtain the qualification and I can’t speak for other PTs but I would definitely recommend the military route. Not only do you cover the personal training information but it is put into a military environment with an operational target and continuous ongoing training



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Do you (or do you intend to) specialise in a particular type of fitness? I love all areas of coaching but I am extremely interested in working with professional athletes through strength and conditioning and also working on brain performance. I believe mindset is the key to success.

What’s it like working with gym owners? With currently being in the military and operating my own business in my free time, I haven’t worked in any big chain gyms, only independent ones. I have had no problems whatsoever and I found working with the gym owners very satisfying. I feel like I am part of their progression, inputing into the gym’s development and growth.

What is your opinion of CPD? Priceless, especially in an industry that is forever developing and new concepts/research is coming out all of the time. It is important to understand the concepts and to develop yourself as an individual. You may not use all of the methods but having an understanding means you can cater for a wider range of clients. I also believe that Human Performance (Mindset and brain function) is something that all coaches should have some kind of understanding to get the best out of their clients.

You spend your working hours motivating others, how do you motivate yourself? My motivation each and every day is knowing I am trying to help as many people I physically can. Whether that is free content, personal coaching, online coaching, boot camps and just general conversations. My own training is for my own physical and health benefits, I hold myself accountable.



What advice would you give to other PTs just starting out in the business? Do what you enjoy, if you enjoy waking up every single day and look forward to your job you have the golden ticket. You will keep progressing, want to learn more, put the hours in and impact many more people than you would being unhappy.

What are the biggest challenges facing your business today? I believe the biggest challenge facing my business today is my available time, I know what I need to do to progress but it’s all about timing for me.

What significant changes have you seen within the industry over the past 3 years? There is a lot of significant changes that have happened over the past 3 years which has been fantastic for the industry. Whether this is research, new methods or new equipment. However, I also believe there are many more people out

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there after a bit of money through false advertising and online sales. Which you will probably find in all industries.

How do you engage with your clients (active and inactive)? I engage with my clients through a multiple of ways; Personal/Group sessions, Private/Group messaging, Social Media, Personal Online Coaching App, Phone Calls, Skype.

How do you promote your services? I believe a lot of my business has come through word of mouth as I started my business with free content and on a Saturday morning with FREE BOOTCAMPS. I now utilise social media platforms and other marketing strategies in the local area.

Do you see yourself still working as a PT in 10 years time? Absolutely, whether that is more of the physical or mental side of the game or both I’m not sure.

What is your biggest success story? I wouldn’t say I have a specific success story that is better than any other. Seeing my athletes win events and improving every day is extremely special. Seeing my daily clients dropping inches or gaining muscle mass and confidence is an unbelievable feeling. What I have to say has hit me the most over the past couple of years as a coach are the words “you have saved my life”. I have had 2 individuals who contemplated suicide and knowing that I can have that effect on someone doing something I love is next level.

How often do you train yourself? I train 7 Days a week but this is programmed specifically. Whether that is an active recovery session, high and low intensity days, high and low volume days. It works really well and I make sure I focus as much on recovery and I do on growth and progress.

If there was one thing you could radically change within the industry, what is it? I wouldn’t say change but this is definitely something I would add to the industry, that would be the implementation at a younger age. Now as a profession we have much more competition from other industries, such as fast food and technology companies. The importance of education at a young age moulds kids and sets their foundation. If this foundation has physical training and understanding of fitness, they would be more aware and more likely to be healthier, active individuals. It is too easy to stay indoors and order food in todays society.



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GymBuddy is coming with a promise to shake u p the fitness industry Dan: It’s just been a hard process but exciting, not being from the fitness or tech industry we've had to learn a lot along the way and still continue to learn every day. Obviously, there’s been some blood, sweat and tears with constant refinement along the way to arrive at the finished product. We’ve chosen to bide our time in bringing GymBuddy to the market and, as a result, we’re arriving with a product to be proud of. The key really has been there’s a belief in what we’re offering and the ethos behind GymBuddy - and that conviction really energises.

How have you been received by the industry? The all-new app is bringing the social media revolution to a gym near you and is vowing to change the landscape in which we operate forever. The brainchild of lifelong friends, Jon Luangviseth and Dan Till, the exciting innovation has been two years in the making and kept a closely-guarded secret in that time. Now with GymBuddy set to arrive, we caught up with its managing directors to find out more about their product, how its building faith among gym owners who’ve been left ‘burnt’ and why it’s a unique offering to a sector primed for change.

Thanks for speaking to us GymBuddy. Can you tell us a little about what you offer and the journey you’ve been on? Jon: It has definitely not been easy to get to where we currently are and we’ve still got a long road ahead of us but we’ve got so much determination to see this through. The app itself is a social network based via a mobile application for fitness-minded people. We allow users to join for free, create a profile and connect with like-minded people that are into health and fitness. From beginners wanting to start up to professionals reaching out to new clients, we’re offering a multimedia platform to share fitness journeys. We’re all equally excited and passionate about what we are doing and what GymBuddy can achieve.

Jon: We’ve had great feedback from the industry so far. It has been very rewarding having received such a positive reaction. It's when we reveal our product to the world and it’s received in the manner GymBuddy has been that you realise the idea was clearly inspiring. It’s something the industry has been waiting for. Dan: The response has been brilliant. When we’re speaking to gyms they love the way our admin panel works. Then when they hear about the social media side of things they are blown away. We’ve always been quietly confident partners will jump aboard, but it’s still encouraging and uplifting to hear from industry experts this is what they’ve been waiting for.

So what makes you stand apart from what’s already out there? Jon: We know you can download an app, buy a day pass and go to the gym - but we are building a community for our users to interact with. The social feed is crucial to bring the community together. We’ve not come up with a social media app and then decided to stick other features on for the sake of it. This is a fully-integrated platform which offers the right balance. We all know there are a wealth of social networks but I guess being branded as The Fitness Network says it all. There’s nothing out there purely for fitness. NOVEMBER 2019



We take away a large and often unsuccessful part of marketing campaigns, so they can concentrate on the members they have and we concentrate on the ones they don't. Members can find gyms via geolocation and filtered searches, book through the app and attend their facility. At the end of every month, we pay the gym for each visit. Jon: People have been burnt in the past and there’s some confusion among gym-owners. It’s totally understandable. GymBuddy doesn’t withhold information from owners. They will be able to view the analytic data of their users and see how frequently they visit. Businesses will have access to contact people attending their facilities, giving freedom to approach them directly to join them. We’re trying to have that honesty with gym owners and believe in delivering an approach to prove that’s the case. We also offer a filtered search for PTs. It’s another way of promoting professionals. We want to promote businesses and professionals. Dan: We have also noted negativity on other social media. You see it all the time where people put on before and after pictures on Facebook - and they suffer ridicule from those not in that sphere. Facebook can keep that negativity. We want to chart your progress socially. Why not be proud of taking small steps to achieve your goals and documenting it?

We offer a fitness-specific network to offer exposure to their audience.

You clearly believe you can have a big impact on the industry. Dan: We do and that impact is something we want to harness positively.

As Jon said, there’s nothing out there purely for fitness that’s where we come in.

One of our key mission statements is to improve people’s well-being and attitude. People are now tackling mental health openly - it’s not a taboo subject anymore.

There’s been some reservation from the industry towards aggregators. How do you combat that?

We want to continue to shine a light on the issue and feel that GymBuddy can be a positive force in this area.

Dan: Yes, there has and we understand why. There are ‘aggregators’ out there - but that’s not how we see GymBuddy. We’re perhaps more a LinkedIn for fitness. Building around this community of people, we offer gyms and fitness studios to partner with us as a customer acquisition tool.

Jon: Social media along with health and fitness are arguably the biggest trends out there at the moment. We are bringing those areas together under the umbrella of a brand with the energy and determination to improve and change lives. We firmly believe GymBuddy is going to change the way people look at the fitness industry.




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How fit am I? Matt Ford of Archon Combine answers the ultimate fitness question ’How fit am I’? The hardest question anyone will ever try to answer when it comes to fitness is, how fit actually am I? And the reason that it’s so difficult to answer is because fitness is different for everyone, but that’s exactly why as an industry we need to find a way to answer the question, not just for us but for all of our club members, box members or personal training clients. Let's dig a little deeper into discovering how you can actually find out how fit you are. As humans, we have a tendency to compare things in our lives, our jobs, our houses, our cars, our clothes, and sometimes even our kids [especially in the school playground or on sports day]. But when we do this we use rationale to understand the context. If someone has a nicer car than I do then I understand why, they earn more money, they are 15 years older than me so have had the time to build a career that can afford them a BMW instead of a Ford. This isn’t always the case but it’s part of our understanding when we look at an isolated element of our lives in comparison to someone else. Unfortunately, we don’t tend to do the same when it comes to fitness, we look at someone who is aesthetically ripped, can lift more than us or can run 26


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faster and we don’t use the same reasoning we did when we looked at the cars earlier on. Instead, we use statements like, it’s more likely down to genetics, they have good genes and I don’t, or I‘m never going to be able to run that fast, I’m too old. What we fail to understand is why there is a difference, we just state what the differences are and that’s not going to help us to figure out where we stand in terms of our own fitness level. The ‘because I’m old/er’ statement is worth exploring more before we move on. We understand that as time goes by our performance will decrease, we will get slower, we will get weaker, it’s just a fact of life, after all, the only thing that’s ever gone un-defeated is time. In most things we reach our ‘peak’ in our mid-twenties, so why is it that we now hear people say that they have never been fitter than they are at forty, fifty and even sixty? What they are really saying is this. That in their twenties they didn’t take advantage of the age bias when they could have, they had other things on their mind, university, drinking and socialising. Going to the gym every day wasn’t a priority. However, when they reached a certain age their viewpoint toward fitness changed, it became a bigger focus, they wanted to be fitter to be around longer, for their kids, partner and generally to just feel better about themselves. As a nation, we have become better informed about fitness and adopting a healthier lifestyle and as such a huge part of this has been an increase in physical activity alongside an increase in fitness facility memberships. More people are a member of a gym now than at any other point in history, and in doing so are training more than they did when they were in their twenties, meaning that they are fitter now then they ever have been in their life. But are they fitter? Or just training more?

Great question, and to answer it we must know how to work out if someone is fitter or not than they were before, and not that they just feel fitter or can do something now that they couldn’t do previously. What it actually comes down to is this, floors and ceilings. No, we’re not suddenly going to break into something out of Grand Designs or Phil and Kirstie aren’t suddenly going to make suggestions of how to turn your two bed semi into a detached 5 bedroom rural retreat, in fact, when we refer to floors and ceilings in fitness, what we are really referring to is the minimum you should be able to do [floor] in comparison to the maximum you should be able to do [ceiling] for a specific activity at a specific age. Lets look at an example. Let’s say that in your twenties you decide to row 2k, you will have a fitness floor and a ceiling at that particular point in time. The floor being what we would expect is the maximum time in order to row the distance, lets say this is ten minutes, and your ceiling, the best you could expect being a time of five minutes and thirty eight seconds. You’ve just managed to row a respectable seven minutes and thirty seconds. The point at which that time represents in between your floor and ceiling is now your level of fitness for your 2k Row. Jump forward 20 years and you’re now forty something and still rowing, but your time has decreased slightly to seven minutes and 43 seconds. On the surface it seems slower, that’s because it is. But because of natural digression [such a depressing term] and your now lower floor and ceiling at forty means that pro rata you are now closer to your ceiling in your forties than you were in your twenties, which essentially means you are fitter now, than you were then, even though you are pulling a slower time. Get it? So yes, getting slower is inevitable but as you get slower with age so does your potential level of performance and so NOVEMBER 2019


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as long as you slow down the process of getting slower then you can in fact get fitter even though the days of personal bests based just on times may be behind you. Learn to accept this and even embrace it and it will help you to mold what is achievable at all stages of your life so that you can stay motivated and stop comparing when you really should be, either to someone else or to a younger version of yourself. But rowing is just one part of fitness I hear you cry, what about strength, anaerobic ability, power and the other elements that go into making someone ‘fit’. We need to uncover the floors and ceilings for all of the components of fitness in order to make an evaluation on how fit you actually are. Going back to the start of the article, being good at one thing, or even being exceptional at it doesn’t mean your fit, a power lifter for instance will have elite strength and power but might be poor in aerobic endurance, whereas a marathon runner will be great in aerobic endurance but often find themselves lacking in the strength department.

Being fit is about having good performance in all the components of fitness, relative to your own floors and ceilings at your current age and weight. Talking of weight, what we really mean is body fat. Most members or clients will want to lose fat, which is a great way to get them to also understand that by doing so will affect their performance. By lifting 155kg on a deadlift at 95kg of bodyweight and then 3 months later lifting the same 155kg but at 85kg will be seen by most as disappointing as they weight being lifted has stayed the same. But it should be seen as a huge personal best due to their power to weight ratio being increase by a huge amount, at the same time we haven’t put any additional stress on their body by just getting them to lift more and more weight off the floor. As a facility or trainer we need to take the emphasis off of just lifting more for “The gram” and putting additional stress on our bodies with a higher risk of injury, to becoming more about efficiency. So in the end we want to create a member or client who has a good level of body fat, great efficiency and performance across a whole range of fitness abilities at a reduced risk of injury with a better understanding of themselves and what’s achievable. The likelihood of these people now staying as a member of a facility or continuing to train would be a lot higher than it was before and so for everyone to understand their fitness and finally get an answer to the question, how fit am I? Is a win for them, a win for the facility and a win for the trainer who’s creating the programming for them. If you want to find out more about how as a facility/box you can give your members the only true way to find out how fit they and create a real culture of change and shift of emphasis within your community. Or as a personal trainer how you can use the information to create lead generation, online challenges or stop with the cookie cutter programming and create something truly results based then contact Archon Combine. Archon Combine is the first ever platform that takes into account your height, weight, age and gender in order to assess you in all the varying components of fitness. It’s an insight into a whole new world of training, one that once you enter into it you won’t want to leave. Your gym session will never be the same again. Every training session has a beginning and an end. It’s what you do in between those two points that will make the greatest difference. The Combine gives you the information to truly make the most of that time and become the everyday athlete you deserve to be.




"Blue Ocean Gym Design” Gym Better Sameness or 1.0 and 2.0 Gyms Whether it’s a big-box gym, a franchise gym or a bespoke boutique studio, they all, more or less, look like copied versions of each other within their own market categories. A little different, yet a little the same, what I call “gym better sameness”. This phenomena has led to marketplaces glutted with gym models that blur one-into-the-other stripping brands of their unique selling propositions resulting in price wars and the erosion of quality gym brands. Differentiation and innovation are illusive attributes in the fitness industry precisely because gym designers, architects and developers are still designing from antiqued gym design playbooks. But that’s changing. The profusion of pictorial social media platforms Instagram, Facebook, Pinterest and Tumblr have empowered fitness consumers making them savvy arbiters of innovative design. What gym design was once passable has now become pedestrian and obsolete. If it looks like a gym, what I call 1.0 Gyms, or a Bespoke Boutique Gym, what I call 2.0 Gyms, fitness consumers will immediately pass judgement on the merits, innovative or not of its aesthetic.

The MP3 Player vs. the iPod A cautionary example of the shortcomings of this term “gym better sameness” is a short story of the MP3 player. Developed around 1997, the small handheld electronic device allowed consumers to store digital music files on the appliance and then playback and listen to them at their leisure. Numerous electronics manufactures jockeyed for market share, all of them, more or less, producing similar versions of the MP3 Player, i.e., MP3 Player better sameness. In 2003 Apple introduced the iPod, a device which provided the same offerings however packaged in sleek, sexy, brightly colored anodized aluminum housings with innovative control features. By 2008 the iPod had eviscerated the MP3 Player landscape garnering close to 75% market share sending MP3 Players to the netherworld of eBay and into the bottom of so many desk drawers. Guy Kawaskai, former tech evangelist at Apple, described Apple’s design philosophy. “In a world where everyone is talking about price, design still counts. For many people, design is the product”. NOVEMBER 2019 29


Conceptual Gym Development As noted, fitness consumers are shrewd patrons of design, specifically of lifestyle brands across any commerce category. If gym developers want to dominate their markets I argue they should think (better said, market), like Apple. Developers must reset their design narrative—what I call their design think—and build new innovative gym models that will arrest the attention of the jaded fitness consumer. Developers you don’t do that with an obsolete or pedestrian design strategy resulting in more gyms that look like gyms or bespoke hotels. You do it embracing a new design philosophy; a marketing blueprint exploring the attributes of concept ideation, experimentation, exploration and fearlessness. In 2020 marketing to the fitness consumer should be an amplified science facilitating new design concepts which will be perceived as strategically innovative, differentiated, theatrical and dramatic. Your new gyms should be inspired by Hollywood Films, Fashion, Art, Science Fiction, Aerospace and a host of other cultural streams— regardless—your singular marketing policy should be to inspire fitness consumers to buy into your new gym models. We call these 10.0 Gyms or “Next Generation Gyms”. In Summary: Conceptual Gym Design, or Next Generation Gym Design, is a new marketing-master-plan. Next Generation Gyms are gaining industry momentum and are now being embraced as a paradigm shift for those forward-looking developers who want to get out in front of their competitors.

The 80/20 Gym Design Rule One lane into this conceptual gym development idea is the 80/20 rule, my take on the Pareto Principal, the law of the vital few. I believe gym developers should consider the theoretical premise that 80% of their fit-out, or build-out monies, should be concentrated on the design of their gym’s 20% square meter/foot reception area (and locker rooms). To be clear, this a theoretical argument which presupposes that a powerful, theatrical, conceptual and highly branded reception area is a marketing tool of paramount importance.



Theatrical gym reception areas awe, bewilder and seduce fitness consumers to buy into the brand. It’s the first experience the consumer has of the gym offering, and for them, predicts the value and the experience they might expect of the gym beyond. Finally, the remaining 20% budget can be dispersed over the rest of the gym with smart design strategies that still reflect the gym’s brand platform.

Blue Ocean Gym Design In an industry drowning in a death spiral of gym better sameness forward-looking developers must bring more eyes, more attention and more celebrity onto their brands. Blue Ocean Gym Design is where I advocate gym developers to navigate. Blue Ocean being a marketing theory that asserts strategic moves create a leap in value for gym brands, its existing members and employees, all the while harvesting new members and differentiating from the competition. Blue Ocean is essentially creating new gym models where no gym models have come before, as in innovative new gym models. The fitness industry is no different than any commerce category at global scale. All forms of commerce are afforded similar capital opportunities (and contretemps) including but not limited to; pressures of competition, erosion of profits, brand loyalty and membership retention in our case. Historically gym design had little influence on these metrics however the industry has changed. This article in its entirety was hyper-articulating attributes of gym marketing, not attributes of gym design.

In conclusion developers should be marketing to the design sensibilities of savvy fitness consumers, but in a Blue Ocean narrative that rejects and abandons the obsolete gym aesthetics of their competitors.



Fit Kit

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

POWER PLATE LAUNCHES NEW LINE OF PREMIUM TARGETED VIBRATION PRODUCTS Global Leaders in Vibration Training Announce Power Plate Pulse™, DualSphere™ and Roller™; Providing the ideal tools for members and clients to prepare faster, perform better and recover quicker.

Power Plate Pulse Powerful, yet ultra quiet, the Power Plate Pulse is a best-in-class premium handheld massager featuring four vibration intensity levels and more than four hours of battery life from a single charge. Included with more attachments than any other massager on the market, users can choose between six different attachments suited for all types of preparation and recovery needs.

Power Plate DualSphere The Power Plate DualSphere is a premium product ideal for an effective and concentrated massage. Encompassing a unique contoured shape and an exclusive textured design, the DualSphere can effectively target those hard to reach areas. It features a massaging texture, four vibration intensity levels – including an invigorating special Oscillation Mode, USB charging and a long battery life.

Power Plate Roller Taking classic foam rolling to a new level, the Power Plate Roller features an exclusive textured design, four vibration intensity levels– including an invigorating special Oscillation Mode, USB charging and a long-lasting battery.

The new line of targeted vibration products from Power Plate will be available online for pre-sale in the U.S. and U.K at powerplate.com NOVEMBER 2019



Primal Strength GLS Bench Buddy The Bench Buddy automatically sets your body in the anatomically correct position to enable you to maximise every set and rep of every chest workout. Free your shoulder blades to move as nature intended and get increased range of motion, deeper stretch, better muscle activation and more pec grpwth from every rep of every exercise in your chest day workout with The Bench Buddy. The Bench Buddy turns any ordinary bench, chest press or fly machine into a pec building powerhouse with: • Increased range of motion • Increased pectoral muscle recruitment • Support for the glenoid to reduce shoulder stress compared to a narrow back bench • Natural protraction and retraction of the shoulder blades during the pressing movement The Bench Buddy fits easily to almost any standard bench or chest machine, instantly converting the flat surface into a triple layer memory foam wedge that shapes to your body, allowing full range of motion whilst maintaining support and comfort, letting you focus 100% on your pecs! Simply place the Bench Buddy over any bench or chest press machine, secure in position with the elasticated straps and the non slip backing material will keep it firmly in place. There’s no tools required and it won’t damage your existing upholstery. You can use it on flat, incline or decline benches or machine variations to get increased range of motion, increased pec muscle stimulation and bigger, stronger pecs. Featuring a tough marine ply base, a 5 piece triple layer construction of varying density solid and memory foams and a hardwearing vinyl cover the Bench Buddy will cope with whatever your training environment can throw at it. https://primalstrength.com/primal-strength-gls-bench-buddy/

Primal Strength GLS Jammer Arms The Primal Strength Jammer System Convergent Handles take the “Jammer” concept to a whole new level, letting you perform countless plate loaded exercises from the front of your power rack. It’s like having a full gym of plate loaded machines in one! Overhead Press, Squat, Deadlift, Lunges, standing rows, chinups, shrugs, dips, lateral raises, upright rows and countless other exercises are possible; just set the Slide Rail to your desired height, pull the indexing pin to adjust the starting angle of the arms and then load with Olympic plates and get busy. Add in a Primal Strength adjustable bench and even more options open up. How about seated converging chest presses, converging seated overhead presses, seated chest supported rows, or seal rows? All either one side at a time or both together. No matter what exercise you’re doing, the 75mm heavy gauge box section and sealed bearing units will give a rock solid feel, the steel Safety Stop bar will provide a safe start and end point for every set and the Slide Rail and Index mechanisms will let you set up for the next movement in seconds. Whether for your garage gym, PT studio, or as an accessory for your Power Racks in a larger commercial space; if you’re looking for massive training variety in the smallest possible footprint, with a 2 year Full Commercial warranty, the Primal Strength Jammer System Convergent Handles are the answer https://primalstrength.com/primal-strength-gls-jammer-arms/










T H R E E WAY S TO MAXIMISE YOUR GROUP EXERCISE OFFERING Group exercise is often forgotten when it comes to gyms. Revamping a gym and showcasing your top of the range equipment is easier than making an empty studio look exciting when walking potential members around your facilities; that much is true. However, group exercise should be top of your list from a member loyalty and value. Group exercisers who visit your club just once per week are 20% more likely to be loyal members than those who visit 3 times per week and only use the gym.

Here are three ways to ramp up your offering and drive your timetable forward;

Free promotion There are two ways you can promote your group exercise offering that don’t cost you a penny. The first is using off-peak gym times to showcase your classes. If your gym floor is big enough, offer your gym clients the chance to do a 10-minute taster session of HIIT or circuits-based classes and signpost them to your timetable. Your current clients are your biggest promoters; 33% of people find out about group exercise experiences through word of mouth, making it the biggest referrer. Running taster classes on the gym floor could also encourage your PAYG members to consider purchasing a membership to make use of all your facilities. Earlier this year, EMD UK (the national governing body for group exercise) launched the classfinder search engine. Powered by open data, the platform allows users to find classes in their local area and make contact with the class instructor / venue. Leisure operators are now making use of the platform too; Everyone Active and GLL now list all their classes on the platform, with more leisure providers already on the path to opening up their data on classfinder. The site is utilised by campaigns such as This Girl Can and We Are Undefeatable to signpost people to group exercise and it’s quickly becoming the go-to site for class searches. As the largest directory of group exercise classes in the UK, classfinder is worth considering. It’s free to promote your classes on and could lead to more footfall in your studio.




Upskill First impressions count so making sure all your workforce are trained to teach group exercise is paramount. Stories of disgruntled PTs and gym instructors being shoehorned into teaching group exercise classes due to staff sickness or lack of cover are becoming far too familiar on social media. If the staff aren’t at their best to deliver the class, chance are the class quality and experience will be impacted. There is a common misconception that PTs will have to complete a Level 2 qualification in order to deliver group exercise, but this is no longer the case. For an allencompassing option, EMD UK have launched a group training CPD, especially designed for personal trainers. The two-day workshop will instil students with a full understanding of class programming, meaning cover classes can be written in advance and delivered stress-free. Upskilling staff also opens up your group exercise timetable. EMD UK recently worked with Third Space London to upskill their staff to deliver high-quality Pilates experiences to current members and ensuring more people have access to holistic classes via the Level 3 Pilates Qualification. This widens their appeal to the community and has the potential to bring in more members.

Trends Understanding the market and what concepts consumers are interested in is key when reviewing your group exercise timetable. The Pilates upskilling mentioned above is a great

example of how operators and boutiques should be on the pulse with industry trends. Pilates is now the second most popular group exercise class, with over 887,000 taking part in classes every week. Known nowadays for its whole-strengthening focus, Pilates has grown in popularity and is now used as a complementary training method for athletes and bodybuilders. Holistic exercise classes, like Pilates, have been known to boost not only physical wellbeing but also mental wellbeing. In fact, working out in a group can lower stress levels by up to 26%. Knowing this, Third Space went on to identify a Pilates gap in their timetable and worked with EMD UK to plug the gap. “At Third Space, we know that a workout can be the difference between a good day and a bad one,” explains Antony Stewart, Head of Group Exercise at Third Space. “The city is full of busy people and stress, whether in the workplace or at home, can take its toll. Our instructors bring a bit of focus to peoples’ days and ensure their workout energises and aligns them. Training more instructors in Pilates allows more people to benefit from the restorative elements of this fantastic group exercise format, whether for leisure or as part of a wider fitness programme.” With the end of 2019 fast approaching, trends for 2020 are a hot topic. Every fitness blogger, magazine and website will have their own list of their suspected 2020 trends. The American College of Sports Medicine releases an annual comprehensive analysis of worldwide fitness trends. You can’t argue with data so make this your starting point.

Looking for advice on how to maximise your group exercise offering? Contact EMD UK on 01403 266000 or training@emduk.org for consultancy services, upskill opportunities, training qualifications and more. www.emduk.org NOVEMBER 2019 35


EMD UK appoints Marcus Kingwell as new CEO Marcus Kingwell has been appointed as EMD UK’s new CEO. For the last five years, Marcus has held the position of Managing Director at AoC Sport, a not-for-profit company which represents, promotes and supports further education and sixth form college sport and physical activity. His main responsibility whilst there was getting 700,000 16 to 19-year olds physically active; in addition, he oversaw the World Skills UK Fitness Trainer Competition which finds the best personal trainers in the UK through a vigorous competitive process. Marcus brings a wealth of experience to the role with more than 20 years’ experience in sport, health and wellbeing, leisure and cultural projects. He started his sports development career with Hampshire County Council in the mid-1990s before moving to sport and leisure consultancy for 12 years, focusing on strategy and facility development. Other roles include Interim CEO for London Sport, Interim Executive at Welsh Cycling and an Associate with The Sport Leisure and Culture Consultancy.



Marcus is an accomplished presenter, trainer, public speaker and facilitator, a Fellow of the Chartered Institute for the Management of Sport and Physical Activity as well as a PRINCE2™ Registered Practitioner. Nigel Wallace, Chair of EMD UK’s Board said ‘We are delighted that Marcus has joined the EMD UK team at such an important phase in our development. He will add impetus and foresight to grow our footprint and influence. More directly he will build upon the existing platform to make a significant difference in supporting our industry’s instructor base and a positive contribution to the quality of exercise delivery across the sector. He is the right leader at the right time, and we have exciting times ahead.’ Marcus said, ‘I am thrilled to be joining EMD UK at this exciting time. Participation in group exercise increasing and the social and health benefits that it brings are widely recognised. By supporting and expanding the workforce of instructors, I want group exercise to be enjoyed by even more people, in particular, the harder to reach groups.’


Are Your Personal Trainers Fit For Purpose? By Brad Tucker, Managing Director at Premier Global NASM The role of a personal trainer today is far more complex than it has ever been. With the government positioning physical activity at the heart of its ‘prevention rather than cure’ health care strategy, more and more people are arriving at our gyms, looking for wraparound support that encompasses all aspects of lifestyle from the way they move to what they eat. Here Brad Tucker, Managing Director at Premier Global NASM, explains how the training provider is helping to address this market need with the introduction of its new NASM Certified Nutrition Coach (NASM-CNC) programme. In the past, most people turning up at our gyms have wanted to get fitter or stronger but, in today’s society, where many of us spend more than 8 hours a day inactive and with a diet which includes a high percentage of processed, convenience foods, the nation is facing a health crisis that is stretching the NHS to its limits. As a result, our gym floor staff are having to provide guidance to a hugely diverse array of needs in addition to providing strategies to help clients prevent long-term health conditions such as diabetes, heart disease, and cancer. Exercise prescription alone is only half of the solution. The food we eat and the dietary habits we adopt also have a massive influence on our health. It is absolutely imperative that personal trainers are able to provide effective, scientificbased nutritional information that dove-tails training plans to support those in pursuit of a healthier, more fulfilling life.

The challenge Fitness professionals and consumers are constantly inundated with information about food and nutrition that is littered with inconsistencies, contradictions and misconceptions. Whether an individual is looking to lose weight, control blood sugar levels or build muscle, there are literally hundreds of diet plans and crazy food combinations that promise to deliver a solution. Unfortunately, very few of these have the science to back up their claims. The challenge lies in deciphering the truth from the myth so that personal trainers can be confident the nutrition information they are providing is based on proven evidence of success.

The solution To help fitness professionals deliver effective, highly customised, scientifically-based nutrition strategies which supports individual training plans, Premier Global NASM has developed the NASM Certified Nutrition Coach (NASMCNC) programme. NOVEMBER 2019



Why is this programme so different? The programme recognises that every individual has a unique dietary requirement, determined by living environment, religion, allergies and ethnic food preferences. This programme marries science with practical application techniques to give fitness professionals a framework and teaches them how to apply individualised nutrition coaching, taking into consideration a vast array of dietary needs. In addition, the plan looks at behavioural change techniques to help individuals commit and embrace a long term lifestyle change rather than a quick fix.

A deeper look at the content

Teaching methods The programme is built to support student success. Content is delivered via Premier Global NASM’s interactive distance training platform. This gives students flexibility to fit learning around their busy schedules of work and family commitments. Working with cutting-edge interactive and multimedia designers, Premier Global NASM has created an instructional experience that is fun, engaging, and immersive – maintaining engagement from start to finish. The course includes 24 chapters supported throughout by video tutorials and quizzes. Students are required to pass an online practical exam.

The programme is divided into three sections, Nutritional Science, Behaviour Change Strategies and Nutrition Coaching.

Who has the NASM-CNC been designed for?

Nutrition science shows students how to separate the truth from the myth, exploring facts relating to proteins, fats, carbohydrates, micronutrients, metabolism, and other food controversies; as well as the latest cutting-edge science in all things related to energy balance, nutrient timing, as well as food preferences and influences.

The certification has been designed to extend the knowledge and resource of L2 and L3 accredited fitness professionals as well as everyday fitness enthusiasts seeking healthier lifestyles.

Behaviour Change Strategies gives students insight into the psychology behind getting caught in adverse dietary patterns and provides coaching tips on how to break them. This section also looks at the power and effectiveness of goal-setting, and turning deep rooted, negative behaviour patterns into positive long term habits.

As the needs of our members diversify, we are asking more and more of our fitness professionals. It is imperative that we provide the education necessary to enable our personal trainers to address market needs and enable them to deliver programming that is based on the latest scientific proof and behavioural change coaching techniques. This is exactly what the NASM-CNC offers.

Finally, Nutrition Coaching teaches how to apply the scientific principles learnt in the first two sections to everyday life, from stocking the store cupboard and interpreting food labels to understanding ingredients lists and calculating portion sizes.



Closing comment

NASM Certified Nutrition Coach will be available for booking now. For more information visit www.premierglobal.co.uk


Kettlebell empire in full swing How to be an athlete, an advocate for change and an ambassador for health and wellbeing. Manish Ruhail from Delhi India shares his insights in his role as a fitness professional and world champion kettlebell athlete Kettlebells have been increasing in popularity worldwide over the last 5 years. One of the reasons for this recent trend is the indisputable evidence linking the benefits of functional training specifically the combination of weights with primal movement which results in more toned muscles, stronger more agile bodies and increased bone density.

Several training institutes have jumped on this wave and incorporated Kettlebells as a fundamental functional training course teaching a conventional style of kettlebell training referred to as “hardstyle” This involves fluidity of movement through soft joints and hip hinges to flow. This style is highly effective in strength and fitness training and has been used extensively as a tool for rehabilitation. The sport of kettlebell (also known as Girevoy) originated in Russia. The traditional style of kettlebell sport is referred to as “soft style” and requires lockouts of elbows and knees to earn points. There are three disciplines referred to as “lifts” in kettlebell sport: Long cycle, jerk and snatch. Then combinations of biathlons, triathlons performed on platforms for a duration of either 5 to 10 minutes. There are also half marathon (30 mins) and full marathon (one hour) events. One of the biggest events for kettlebell competitors in Australia is the Kettlebell Athletica Grand Prix championships, which is hosted annually at the Arnold Sports Festival in Melbourne Australia each March. On March 15th-17th 2019, Kettlebell Athletica hosted their 5th annual AGSA Grand Prix competition, which is open to kettlebell athletes from all over the world, from any kettlebell federation. Competitors from India, Poland, New Zealand, Australia and Singapore took to the platforms to represent their countries. One of the competitors who won gold at this event was Manish Ruhail from India. Manish, also known as "Manu", has been in the fitness industry for over 12 years. He first competed internationally in kettlebell sports in 2013. Manu quickly gained notoriety for his athletic performance and ability, as a personal trainer, to impart champion qualities in his students. He is now coming with a team of seven athletes who will be representing India at the IGSF World Championships to be held on November 1st6th 2019, in Melbourne, Australia. I recently spoke with Manu about what it takes to be a kettlebell champion and what his vision is for the sport in future: NOVEMBER 2019



pollution. “We have a responsibility to do our bit and by not using single-use plastic we will decrease some of the pollution that India is currently experiencing”. Manu also shared some bullet points about his journey to becoming the athlete and fitness professional he is and some pivotal people in this process.  I started Fitness as a profession when I was 23 years old.  I started Kettlebell sport in 2013 I competed in Bangkok, Biathlon it was organised by IKFF. I competed with 20 kg.  My kettlebell teacher is Mr Steve Cotter, Director & Founder IKFF. International Kettlebell & Fitness Federation. No one coached me for Kettlebell Sport, I practice on self-designed programs.  The name ion IGSF India Representative is Mr Arnav Sarkar.  I do Personal training & Nutrition counselling, Program Designing for those who can’t afford PT {comes with a cost}, Teach Group Exercises, & Help people mediate using Q-Gong / Chi-Gong & Hindu holy book “The Geeta" “I tell my students/clients that the kettlebell is a part of your body- it is not something you pick up and put down, it is not separate from your body”. This mindset has seen Manu achieve results such as:  Rank 1 & Place 1, at Kettlebell Athletica World Grand Prix, Melbourne, at The Arnold Sports Festival, March 2019, Australia  Performed, 2018 Reps of Squats with 12kg Kettlebell on Jan/01st/2018.  Rank 1 & Place 1, at IGSF World Kettlebell Championship in 70kg weight category, Biathlon, 24kg X 2, November 2018, Uzbekistan  Gold Medalist, Snatch Only, IKFF Kettlebell Sport Competition, Bangkok, 2015  Best Male Lifter Across India, EKFA, Body Power Expo, 2015  Candidate Master of Sports {CMS}, Kettlebell Sport, IKFF. 24kg X 1 {145 Reps}.  Gold Medalist, Snatch Only, Kettlebell Competition, Bangkok, 2014 In addition to this Manu also represents IKFF in India as a Master Trainer for both Level 1 & 2. In August, Manu was recognised for his contribution to the fitness industry, awarded the best group fitness instructor of the year at the Asia Edu fit Summit 2019 in New Delhi. He used this award ceremony as a platform to speak out about the importance of making a positive difference in the world and encouraging the community to increase their environmental awareness and stop using single-use plastic. The state of the environment in India has deteriorated to such extreme standards, it is predicted Delhi will have no drinking water by the end of 2020! Some cities in India are already experiencing water shortages as a result of extreme 40


 I want to thank God for blessing me with all the good I have today,  I want to thank my son Dan & my mom for continuously inspiring me to do more,  I want to thank my teacher Mr Steve Cotter for sculpting me into the person I am today,  I want to thank Taz, Anshuman & Preeti for always being helpful even though I don’t get back to all in time.  I want to thank my clients for having trust in me & allowing me to help them get fitter. As fitness professionals and business owners, we have a responsibility to do what we can when we can to improve the health of the community and the people we train. The current climate has shown how negatively pollution is impacting our health, and the health of all ecosystems, globally. Now is an opportune time to address this as a fundamental priority for health and wellbeing in conjunction with living an active lifestyle and enjoying a well-balanced, nutritionally rich diet. The future of kettlebells is predicted to continue to grow in popularity which brings rise to significant opportunities to develop more all-inclusive variations that enable everyone to benefit from functional training with kettlebells


will help gyms access the disability market, says Mike Adams OBE In the UK a fifth of the population – that’s 13 million people - are disabled. But four in five of these people feel businesses could do more to be accessible, and research shows disabled people are struggling to access a service or product due to their disability. And it’s not a problem that’s limited to retail. Gym and healthcare companies, according to a recent poll, are not regarded as particularly accessible by disabled people: only 2% of people surveyed said that these businesses are the most accessible to purchase from. It’s time this changed. It’s not only about doing the right thing for equality and inclusivity - it’s an opportunity for gyms and health businesses to access new markets and new revenue streams. NOVEMBER 2019



needed to be done to make businesses aware of the impacts – both for their disabled customers, and for their bottom line. As part of Mike’s disability inclusion consultancy business, Purple, he created Purple Tuesday. “It wasn’t prejudice so much as fear that was causing frontline staff to swerve me,” Mike says. “Fear caused by unintended ignorance, lack of understanding, and perhaps worry about causing offence.” Launched last year in the UK retail sector, Purple Tuesday aims to change the way people view disability - moving away from welfare and disadvantage, towards inclusion as a commercial opportunity.

A business opportunity The consumer spending power of disabled people and their families amounts to £249 billion, rising by an average of 14% each year. And yet less than 10% of businesses have a plan to access the Purple Pound. Perhaps due to a widespread lack of accessibility, disabled customers also tend to be more brand loyal than their nondisabled counterparts. All of this means that UK businesses, including those in the gym or health industry, are losing millions of pounds of revenue every year by turning their backs on disabled consumers. In today’s economic climate, the custom of a fifth of the UK population is revenue that gym owners should not be closing their doors to.

Taking action with Purple Tuesday Purple Tuesday is an international call to action to businesses to improve the customer experience for disabled people, and raise awareness of the value of the ‘purple pound’. Purple Tuesday takes place on 12th November 2019. More than 700 businesses took part in last year’s Purple Tuesday. And it’s very easy to participate. All it takes is signing up online – for free – and making a minimum of one commitment to improving the disabled customer experience. Mike Adams OBE, creator of Purple Tuesday, says: “While many UK businesses and organisations are stepping up to the mark and making the changes needed to improve disabled customers’ experiences, far too many are not. “This is a huge mistake, not least because by turning their backs on disabled consumers, they are losing out on millions of pounds of revenue every year. “80% of disabled people have hidden disabilities and the cost of making reasonable adjustments is minimal. It is more about giving your staff the confidence to ask if there is anything else they can do to help. “With half of the UK having a relative or someone in their close family network who lives with a disability, I’d ask gym owners if they’d want their staff to know disabled people are being disadvantaged when they come to their premises.”

How it began Mike was inspired to found Purple Tuesday after a stressful Christmas shopping expedition. In 25 out of the 28 shops he went into, staff either ignored him altogether or solely addressed his non-disabled partner. He knew something 42


This year, Mike’s growth plans for Purple Tuesday have expanded significantly into all sectors, including leisure, as well as going international. He’s speaking with businesses as far afield as Australia and Dubai. Mike wants all businesses to be involved in the growth of Purple Tuesday. “Whoever we speak to, wherever they are in the world, everything around accessibility applies in the same way, so we want this to be a global initiative,” he explains.

What are the solutions to improving accessibility? Accessibility, or lack thereof, is a complex issue. 80% of impairments are not visible, so for gyms and healthcare businesses, it’s not just about installing ramps and lifts for wheelchair users. People with autism or other sensory impairments can benefit hugely from a quiet hour when music is turned off, which is something many businesses are starting to do. And with websites increasingly being the gateway to obtaining key information about businesses, accessible website design is critical. In the UK there are about 2 million people with a visual impairment, and 3 million who are colour blind. This means trends such as using colours alone for navigation, without any corresponding tags or words, can make it impossible for these people to access all information. Another example is the use of capital letters, because screen readers used by blind people automatically interpret capital letters as acronyms. This makes for a poor user experience for blind customers. As we can see, disabilities are numerous and varied. But many accessibility issues are relatively simple problems to overcome. For example most of the functionality for online accessibility, such as adding alt text to images, already exists. It’s a matter of businesses becoming aware of these barriers to disabled customers and taking the steps to remove them.


Small steps and practical actions

Long term changes

With so many different places to start, that’s where the Purple Tuesday team comes in. They’re there to help businesses understand their options, and how to maximise the impact their commitments will have – both on their disabled customers and their bottom line.

Mike wants Purple Tuesday to bring about a cultural shift that lasts long into the future. “I’m hoping that in 10 years’ time companies won’t consider delivering services without considering accessibility,” he says.

“We know that 75% of disabled people, or their families, have left a business premises or website due to poor access, so businesses are losing money at the door,” says Mike. According to him, it’s all about small steps and practical actions. “Nothing this complex changes overnight. But by many businesses taking some small steps and having a consistent approach to good customer service and experience, and considering what’s reasonable and what’s not reasonable, change will come.” When they sign up to Purple Tuesday, companies commit to one activity or changing one aspect of their operations. These could be anything from giving staff basic training in British Sign Language, carrying out an accessibility audit of the consumer-facing website, introducing awareness training on hidden disabilities including mental health, or formalising quiet hours for people with autism and other sensory impairments. There are a wide range of options to suit businesses of all shapes and sizes – and the Purple Tuesday team are on hand to guide businesses through the process. Purple Tuesday also provides a range of free resources to kick-start the disability journey, including first steps to making a website more accessible. Businesses can not only open themselves up to significant new revenue streams by removing barriers to accessibility – but the company’s image will also be improved by championing inclusivity through participating in Purple Tuesday.

The time has come for gym owners and health business leaders to move the needle for disabled customers while growing their revenue, and make inclusivity the norm. Visit www.purpletuesday.org.uk to sign your business up to Purple Tuesday. Alternatively, email info@purpletuesday.org.uk with ‘Yes’ in the subject header and one of the team will contact you to make the process even easier.

"It’s an opportunity for gyms and health businesses to access new markets and new revenue streams."

NOVEMBER 2019 43


FITNESS APPS Our smartphones, we’re told, are ruining our lives. You’ve no doubt heard the news stories by now (or, more likely, scrolled past the headlines on your phone) about how they’re destroying our cognitive resources, disrupting our sleep, giving us bent backs and kinked necks, and causing us to become anxious, depressed, antisocial weaklings while we obsessively scroll through our social media feeds 100 times a day. But it’s not the phones themselves that are the problem, so much as how we use them. In fact, a whole category of health and fitness apps are poised to help make you fitter, stronger, leaner, looser and more relaxed than ever before— to fight back, in other words, against the creeping physical and mental ills of the Information Age. Taking advantage of today’s information-rich environment, they focus on putting personalized, coach- or trainer-built workouts at your fingertips, so you can get better results faster, whether you pump iron at the gym, do bodyweight HIIT routines or push the pace on outdoor runs. And more than crushing it every day, they stress consistency as the key to a healthy lifestyle, by holding you accountable for missed workouts and keeping you on track with a nutrition plan. At the very least, they offer variety, and a change of pace from the tired old fitness routine that saw you plateau back when the iPhone 4 was released.



For the Time-Pressed: Sworkit An overpacked schedule is the most common barrier to fitness (never mind the nightly Netflix binge), but Sworkit’s customized programs allow you to fit a solid, targeted workout into whatever time you can find, whether that’s a trainer-recommended 40 minutes or 4 minutes between episodes of Stranger Things. Simply choose the kind of routine you want—strength, cardio, yoga or stretching—and enter how many minutes you have, and it outputs a video-guided, precisiontimed, sports scientist-approved workout that’ll help you trim fat, pack on muscle or just loosen up, excuses be damned.

For Those Who Like to Listen: Aaptiv This audio-only workout app is best for those who learn from hearing, as well as visual learners who want to grasp workouts exclusively through their ears. Aaptiv lets you pick (and download) on-demand workouts so you can dabble in everything from stretching and yoga classes to boxing and weightlifting. New classes show up every week in the app. Pick the type of workout you want, the kind of music you like and then narrow your options down by how much time you have. Whether you’re traveling and need an exercise without any weights — or need some motivation on your next long run — Aaptiv has you covered.


For Outdoor Cardio: Nike+ Run Club From the company hell-bent for the past two decades on reviving American distance running comes the Nike+ Run Club, an innovative app that, in addition to tracking your runs via GPS, provides audio-guided runs for newbies and personalized coaching plans fit for hardcore racers. Each workout helps you build strength, speed and endurance, and there are motivational tools—from friendly leaderboards to weekly challenges to Spotify playlists tailored to the pace of each run—to keep you cranking toward a PR. If that’s not enough, you have the option of in-ear audio from coaches and athletes for an added oomph.

For the Yoga-Curious: Asana Rebel You know it’s good for you, but somehow you’ve still not gotten around to trying yoga. You’re either confused by all the different styles (what is the difference between Hatha, Ashtanga and Vinyasa, anyway?) or put off by the spirituality and om-ing gurus. Asana Rebel’s yoga-inspired fitness takes a different approach, combining traditional practices with exercises — like burpees, mountain climbers and LOTS of planks — straight out of HIIT class. Choose a category of yoga flow (like strength, fat burn or flexibility) to match your mood and energy level, then prepare to be worked. ($38 for 3-month training program)

For Discovery: ClassPass Group fitness popularity is skyrocketing, if for no other reason than we’ve collectively run out of ways to motivate ourselves to do the same tired old at-home routine (we’re looking at you, Shaun T). It also helps, of course, that you’re coached through a workout professionally designed for efficiency and maximum results, not to mention motivated by the group’s enthusiasm or, at the least, by a fear of looking weak and ridiculous in front of the fairer sex. But it’s still hard to commit full-time to a boutique studio, where you’ll

plunk down $30 per class, sight unseen. ClassPass gives you ultimate flexibility, allowing you to sample book all sorts of classes — HIIT, barre, cycling, boxing, yoga, younameit — on the fly at studios all over your city, and at about half the normal price. (membership starts from about $35/ month, depending on where you live)

For Weightlifting: Fitbod Using artificial intelligence, Fitbod handles the heavy lifting of workout planning, so you can focus on, well, the heavy lifting. It learns from your past workouts to develop a personalized plan that’ll push your limits based on your goals, preferences, struggles and available gym equipment. Then, when you hit the gym, it guides you step-bystep through each exercise (telling you weight, reps and sets), and even adjusts the workout according to muscles you want to target and your recovery state. Plus, much like a personal trainer, the more you pump iron with it, the better it gets at constructing workouts that get you the gains you want.

For Quick-Hit Workouts: Keelo When you’re looking to knock out a quick, effective full-body workout, HIIT is hard to beat. Keelo recommends intense, fast-paced workouts — each tweaked, based on your recent history, to hit compound muscle groups that are being ignored — that last between seven and 20 minutes. There’s a mix of bodyweight and free weight workouts, so you can stick to a three-a-week routine at home or on the road and still get results. (Premium subscriptions from $12/ month)

For Personalized Fitness & Nutrition: Nike Training Club Nike recently updated its app to include a premium option on the training side. While we’re already big fans of the cardio workouts the free Nike Run Club provides, and theNike NOVEMBER 2019 45


download the app for a free week. After that it’ll be $8 a month.

For Stress Relief: Headspace

Training Club follows the same premise with 180-plus free workouts from yoga to stretching to strength to speed. While the free part of the app is still available, the premium version now features new trainers, four- to six-week courses, recipes and strategies from the Nike team. ($120/year for premium edition)

For Recovery: Sleep Cycle Getting solid sleep is one of the most important aspects of recovering from your workouts and making fitness gains, so it’s worth a closer look at what goes on after you go under. Sleep Cycle uses your phone’s accelerometer to monitor and record your movement and quality of sleep. When morning approaches, it uses sleep cycle theory to wake you up during light sleep (within a userdefined window of time) rather than deep sleep, so you feel refreshed and ready to tackle the day — and workout — ahead.

For On Demand Workouts: NEOU On-demand workouts are popping up all over the place. Peloton was one of the original live workouts on its bike, sold nationwide. They created a community of trainers and cyclists who live and breathe all things Peloton. Other studios and gyms have worked towards this model, but no one has figured out the best way to go about it. NEOU is a new-ish approach that’s looking to live stream workouts and store hundreds in the app so that you never get bored. Trainers head to a state-of-the-art facility on Fifth Avenue to film their routines. You can test out a variety of workouts from HIIT and Bootcamp to boxing and core — even mobility and dance. Follow your favorite trainer or mix it up. Right now you can 46


Between your hard-driving fitness goals and a busy home and work life, it’s easy to push too hard and suffer both mentally and physically. That’s why it’s so important to clear your mind regularly to keep going strong — and promote a balanced mind and body. Headspace offers structured, beginner-friendly meditation courses that range from three- to 30-minute sessions, with built-in reminders and tracking to help you stick with it. Because meditation can reduce stress, improve focus and promote better sleep, you’ll recover faster, work more efficiently and — bonus! — probably be a more patient, mindful person.

For All-Around Healthy Lifestyle: 8fit For the person who wants to outsource all of their fitness and nutrition planning, 8fit is up to the job. Like a personal trainer and nutritionist in one, it creates custom exercise and meal plans based on your goals, your current stats, and — to a degree that other apps don’t — your fine-tuned preferences. It asks probing questions (like how many weekly workouts you can handle, how many meals you want per day, how much variety you require in a diet and how you prefer to meal prep), then spits out an achievable, stepby-step plan — with at-home HIIT workouts and delicious, nutritionistcreated recipes — to become your fittest self.


Hapori Life Ltd

Using Data as an Asset in the Fitness Industry www.hapori.com Hapori, a combined business intelligences solution for gyms and personal trainers, has recently launched Hapori Enterprise, its first enterprise-level fitness management solution. The product is designed to enhance the performance of personal training (PT) teams that operate within gyms and fitness clubs. It links the data between all PT clients and PTs into management level reporting and analytics. The new enterprise solution combines Hapori’s reactive PT web app with a multi-layered group level management platform. It creates live feed reports and data dashboards for management at the touch of a button. Generically speaking, Data is simply another word for information. Either directly or indirectly, personal trainers and fitness businesses today are reliant on good data, good data provides indisputable evidence. The problem has always been: what data do we collect, how do we collect it & what do we do with it? Let's explain in layman's terms how multi data points are important to the end goal. A client enters the gym, approaches a trainer and wants to lose weight. However, in order to lose weight, other factors need to be monitored, understood and met, such as energy input vs. output, training frequency and calorie intake; all these factors form part of delivering the overall outcome. If, at the end of the process, the client hasn't lost weight and the data hasn’t been tracked or measured, how do you determine what the problem was? More importantly, how do you correct it and help the client get to the promise land? The same Data principles apply to your PT business model, and its success will be dependent on a multitude of factors.

In Data we Trust Hapori’s reactive PT web app has always collected and presented data to allow trainers to use the metrics to enhance their businesses and make better decisions. PT’s can see prospect activity, client sessions & activity, conversion rates, sales and lots more. Importantly, they can monitor their bottom line (profit & loss). Hapori PT also automates numerous daily administration tasks to save the personal trainer’s precious & needed time. Sadly, statistics show that personal trainers struggle to manage and sustain profitable businesses, and it’s the reason why somewhere between 75 - 90% of PTs leave the industry within 18 months. Consequently, it is now more important than ever for fitness clubs and gyms to be aware of what's working, what needs changing, and what needs to improve within their Personal Training operation.

Where there is Data Smoke there is Business Fire The release of Hapori enterprise is great news for gym owners and managers of personal training teams, as we now offer fitness clubs and gyms a clear solution to assist with PT professional development. Hapori Enterprise collects the trainer’s data and wraps it up into informative gym and group level management analytics. The data delivers great clarity to the management team. Management then have the insights needed to identify who's performing, who’s not and importantly are able to identify areas of need across the operation. NOVEMBER 2019 47


What can Informative Data insights do for a fitness club's operation? Improve personal trainer performance levels - Help your team learn and develop. Giving your staff the opportunity to view their performance is a powerful tool Performance map to drive decisions - Data performance mapping means the workplace data of your personal trainers. It focusses on the key indicators that allows them to be successful, such as client contact, conversions & sales etc. Faster problem solving and better decision making - You will be making decisions backed by fact and numbers that are reflective of performance. Customer experience Improvement and brand enhancement - It only takes a few disgruntled customers to damage your reputation. Collect your customers opinions as client feedback reporting is automated through Hapori.

Improve your PT operation today with Hapori Enterprise Hapori is turnkey, our team can implement and deliver your data needs almost instantly. Our enterprise solution will give you the ability to explore the data and apply it to your business. Hapori’s primary objective is to provide



meaningful insights that help produce real and long-lasting business results. We can help your business develop more professional, accountable and successful trainers. Turn the light on inside your PT’s - A manager's job isn’t just to direct employees or drive the to-do list; a manager's job is to inspire, motivate and turn the light on inside each trainer! By helping your team learn & develop, you will allow them to accomplish more over time and get the very best out them. Until the 31st January 2020, we are offering an extended Enterprise trial to clubs and gyms that are interested in the software. For more information, visit Hapori online. Recap: Hapori Enterprise Data offers the following for fitness clubs and gyms:  Transform your PT team’s data into actionable intelligence  Securely collect and leverage the data at PT, Gym and Group level  Visibility of interactive dashboards and customised reports for all levels of stakeholder  Built-in data governance and security for the site (paperless workflow and GDPR compliant)  Increase PT revenue and customer satisfaction  Gain access to a whole new level of operational business data  Have a better control of your PT operations across single and multi-sites



By Guy Griffiths, Author of Stick Around (strategies to keep your gym members motivated)

Feedback from cancelling members can be the most powerful information that an organisation can get their hands on. What can you tell me about your leavers? “They are moving away?” What else do you know about them? This is a common conversation I have with gym owners every month. They say things like, “20% told us they were moving away. We know nothing about the rest” This does not mean that most of them are moving away. It means you know nothing about most of your leavers!

Listen, Learn, and Take Action You need to listen to all your leavers, learn from them, and take action… if not to save them, then to save some more members from leaving for the same reason next month. Don’t be afraid of their feedback; you’ll get some hard truths, but they’ll be much more honest than your new members, who will all tell you that you’re wonderful. Members leaving is not the first thing you want to think about when opening a gym (which is why we started with the onboarding article last month) but you need a process for leavers.

The Leave Process One of the issues is that there are many ways to cancel. It would be nice if every member who wanted to leave phoned in, wrote an email, or visited the club asking to cancel. In reality, many members just cancel their payment. Before you get onto leave reasons, you’ve got to handle the payment cancellation. Once that’s done (or while it’s happening) you need to get the feedback. You could ping everyone a survey (some large operators do) but no one changed their mind about leaving after filling in a survey. It’s best to call the member first, try to have a friendly conversation about their reasons for leaving. You won't get to talk to everyone, but you do need to do your best.

Direct Debit providers A lot of gym owners enjoy managing everything inhouse, from payments to debtors, and cancellation calls. But it’s not for everyone, and many operators choose to outsource. DD providers do much more than collect payments and chase debtors. You should see Harlands massive contact centre at their HQ in Haywards Heath. A trained and dedicated team taking calls from gym members. They’re trying to resolve disputes and generally help people out. The gym is their customer though, so if you want feedback from your leavers, they’ll get it for you. 

Leavers Survey Now you can follow up with a short survey to all leavers; both the ones you spoke to and those you didn't. You might imply that they must complete this form for their cancellation request to be processed (you’ll get more NOVEMBER 2019 49


completions this way). Avoid drop down options or multichoice reasons and use free format comment boxes to get true feedback from your leavers. Sure, it's harder to analyse but it will be more honest, and therefore useful. SOME MEMBERS WILL LEAVE YOU FEEDBACK IN ALL CAPS, OR EVEN VOCALLY IN CLUB. Try to keep listening, don’t interrupt, or become defensive. They’re getting it off their chest, and when they’re finished, you can think about whether you need to respond. All feedback is good, and if you ask for it, a lot of the feedback you get will be very positive. Check the feedback daily (in case you can turn anything around on the spot) and collate weekly or monthly. If you're collecting high volumes of feedback, checkout tools like MyCustomerLens to show a sentiment dashboard across your sites or membership segments.

What we’ve learnt from leaver feedback One of the most surprising findings from this kind of process, is that there are always people ‘leaving’ who don’t want to cancel. Either down to a bank error, misunderstanding or mistake at the front desk, there are always members who are immediately saved because they don’t want to leave! Looking through leaver analysis on a MyCustomerLens dashboard, it’s interesting to see a lot of negative sentiment about customer service, cleaning, and contracts, as you’d expect. But there’s also often big issues with the processes; leaving and joining, and around Direct Debits too. Understanding where these issues are more serious (at which sites, for instance) is incredibly valuable, since these are all problems that you can address, therefore making a difference to your attrition the very next month. Taking action is better than finding out that the majority of members claim to be moving away, in the hope you won’t contact them again!

Analyse and Act If you can stop any member from leaving, that's a bonus. But the main reason for collecting this feedback is to take action. Measure how many leavers you have feedback for, and try to improve data collection each month. Check for recurring themes, prioritise them if possible, and change what you can. When you're making changes, be sure to announce them to all your current members through your newsletter, social media or a good old-fashioned poster on the wall.

Finally, Say Thank You! The other reason for listening to your leavers is to show them you care. At some point in the future they may well want to come back, and you want to leave your door open to them. When they give you feedback, be sure to reply, thanking them for their comments, advice or opinion, and thanking them for their business too. Sometimes you might want to close the door behind them, but if you handle it right, many will return one day.

Cancellation process 1. Talk to as many members who try to cancel as possible. 2. If you can’t save them, send them an online cancellation form. Send the same link to the members you can’t get to speak to 3. Follow-up with a thank you 4. Process all feedback, look at all the results, take action

Guy Griffiths is a leading authority on member retention. His mission is to help more people to be healthier and happier by spreading the word on member retention initiatives that work. His book Stick Around (strategies to keep your gym members motivated) has 4.9 stars on Amazon, and he will be appearing next at the Independent Gym & Studios Conference on 3rd December. Tickets are available from ggfit.com/events 50



Step One of Sales Daniel Nyiri, founder of 4U Fitness

“Don't be afraid to give up the good to go for the great” – -John D. Rockefeller Without sales, there is no Business. No matter how good you are. You can be the best at training but if you don't know how to sell you will go out of business. At 4U Fitness we have been practicing sales in the U.S. for about a decade and have learned a lot throughout our process from the best in sales like Mike Arce, Grant Cardone, Erick Charles, Daniel Priestley, and so many more. We have tested and played with so many things, and we have found the perfect formula that works.

Let's start with the basics: #1 People #2 Product and Services #3 Processes

#1 People Who is your Client? Do you have a niche market you’re targeting? If the answer is yes, great! If you can't explain exactly who your ideal Client is like this, then you don’t have a niche market and need to do some research- ex: 43 years old, has 2 kids, a husband, likes to shop at Lululemon and eats at Coopers Hawk usually ordering 2 glasses of red wine on Friday nights, enjoys a weekly mani-pedi at the spot down the street while enjoying a smoothie from Whole Foods after dropping off the kids at soccer practice. Her favorite color is purple, and she loves to listen to pop music, her favorite scent, is Hawaiian breeze. If you know NOVEMBER 2019



your client at this level of detail, you are on to something. If you don't know, you need to know. So I highly recommend that you find out who is your ideal client. You can do that by doing an audit of your current clients. List out your top 10 clients and identify how long they have been coming to your studio and how much they pay. Then break it down into how do they make you feel when you spend time with them? Then ask yourself, would you spend a week with one of them on a deserted island without killing each other? Great you found #1! That’s your avatar. Now learn everything about them and get them into your studios. Do you think a man who loves rock and roll would want to join our studio or would even click on our ads? Heck no! So the point is this, trying to be everyone's gym is not going to work. You cannot make the language on your website, ad copy, or videos stand out for everyone. But you can for YOUR "SUSAN!" That's it. When you take on clients who are not your target audience and don’t fit into your environment, that's going to cause trouble because they are going to want to change everything that you have and offer... and you can not please everyone and it will cause you to lose great clients! It could maybe even cause you to lose employees, just by letting someone in that you shouldn’t have. We have done that before ourselves and have learned from our mistakes. Be unique, be different, and, most importantly, stay true to your brand and core values! Being different is better than being better. Once you know it, protect it at all costs. Just like MarkFisherFitness.com, they have a crazy niche, 52


and it works! They are one of the fastest-growing fitness companies of all time in the history of fitness businesses.

#2 Product and Services. What do you offer? What is your best seller? What do you want to be the best seller? Is the #1 best seller what you want to sell? If not, you are going to have to make some changes to your processes. A great way to do this is with the decoy effect. This means you have three offers or programs with three prices on a pricing sheet, for example, Tone It, Burn It, Torch It or Train, Maintain, Transform. The first one is the cheap, low ball option, like flying with a budget airline. You get a base price. The second or middle is a ‘this makes no sense to buy’ option which is there to make the third option seem amazing and a no-brainer to choose! So for example- the first option is $899, the client will get the bare minimum which most people don't want. The second option is $1249 for 1x per week training, and the third option that you want to sell is $1299 for 2x per week training. It would make absolutely no sense to pick anything but the third one, right? With an airline, it would be something like this: Option one: Fly, $99 for no carry on, no luggage, no seat, no ticket. Option 2: Fly Plus $189, comes with a carry one. Option 3: Fly High $199, Board first, unlimited luggage, and carry on, best seats. Who in their right mind would buy the first two options?


you can market to each with different text and different ad copy. It is crucial that you also keep track of your leads each month and each week so you can tweak them. Without the statistics, you won’t be able to tell where you lose them during the process. Without tracking everything you can’t possibly know what works and what doesn’t work. I would recommend that you audit your processes asap to make sure that you aren’t losing leads in the process of getting them. We have a 52-week email, text, and call campaign for all the non sign-ups so we may nurture those leads longer, and eventually, so many come back, even after a year! We stay in front of them until they are ready to buy. Now, this doesn’t mean you are sending them sales e-mails! It’s the opposite. You are in front of them with free content that is providing them value. You might think that once they signed up, you got them. But the truth is that’s when the real work starts. We have a 90-day email, text, in person, online campaign, and enrollment to our Client Academy both online and inperson for each individual that joins our community. We do this to make sure they get the most out of our program and that we are there for them every step of the way, which allows them to feel cared for. We will dig deeper in the next article, stay tuned!

You have to make it that obvious to them. So they don’t have to think about it. You also see this at the movie theatre all the time with a small, medium, and large popcorn option.

#3 Processes What is your current process? I would highly recommend that you pull out a piece of paper and write out your current Sales & Follow Up process! If you email me auditMyProcess@4u-fitness.com I will reply personally and tell you my honest and free opinion on it! Now keep it in mind that it might take a little bit to get back to you because of how many emails I will receive from this, but I will do my best to get back to you. You need to have a lead flow chart where you outline where are the leads coming from (Instagram, Facebook, Youtube, Snapchat, Google, Walk-In, Referral etc.) then continue to what happens if they e-mail in, fill out an online form, text, call in, etc. How long does it take to get in touch with them? To book? Write out how to book them, confirmations, follow up game, what happens if they sign up? What happens if they don’t sign up? Is there a clear path for everyone? What is your prospect’s Journey? Once you have everything written out, you have to make sure that you keep track of each prospect and have a giant mailing list of Active, Inactive, future, and past clients so

"Be unique, be different, and, most importantly, stay true to your brand and core values!" NOVEMBER 2019 53

bb uu ss ii n n ee ss ss

H o w d i g i ta l i s at i o n and connectivity will enable a physical activity revolution As the Government battles to turn the tide on the country’s inactivity crisis, Kerstin Obenauer, Country Director, eGym UK, looks at the opportunities digitalisation and a connected ecosystem present to gym owners keen to support the government in its placement of physical activity at the heart of the nation’s health care solution. The digital revolution If we are to reverse the negative health effects of an inactive generation, we need to get this nation moving. With gym goers only accounting for 15 per cent of the population, we must find new ways to engage and motive. Not only will this require a momentous cross-sector, government backed, collaboration between physical activity and health care professionals plus widespread buy-in from commercial developers to create, active environments, it will also require a commitment to harness opportunities presented by digitalisation and technology to engage, motivate, monitor and educate. Is your gym ready to embrace the digital revolution?

The connected world Digitalisation and advancements in technology are profoundly changing the way we communicate with others and interact with the world around us. 54



Widespread access to high speed broadband, coupled with the affordability of owning a connected device, be that a smart phone, watch, tv or tablet, has changed the way we access information, communicate, make purchases and consume services, forever.

activate their chosen devices and apps, taking responsibility for their own digital wellbeing journey. Gone are the days when we should be banning mobile phones from our training floors. Today, we should be encouraging usage, not just by users but also by trainers.

According to the Communications Market Report by Ofcom, 2018, four in five UK consumers own a smart phone. 9 out of 10 people have access to the internet at home, with 64 per cent of the population classifying the internet as an essential part of life. Engagement is not restricted to Millennials. According to The Pew Research Centre, 73 per cent of those aged 65 and over are now online.

But why stop there? Savvy gym owners will want to grab the bull by the horns and assert brand influence over a larger proportion of their members’ health and wellbeing journey, creating a wraparound person-centred, holistic experience which places the gym and its team of experts at the heart of delivery.

Technology is driving expectations. Consumers have developed an insatiable thirst for new, improved experiences and instant access to real time information. Consumers also expect data pushed to their devices to be relevant to them, addressing highly bespoke motivations, desires and requirements, based on past online activity and behaviours. Whilst this digital revolution threatens to leave behind nonadopters, it presents huge opportunities for organisations willing to embrace it and ‘go with the flow’, delivering long-term success and sustainability through improved efficiencies, extended reach and improved customer experience.

What does this digital revolution mean for gym owners? Most gym goers are already using digital services to enhance their training experience. According to the most recent ukactive ‘The Current State of FitTech’ report, 85 per cent of ‘active’ people are already employing some sort of technology to support their health and wellbeing, with the top three motivations for doing so quoted as: to track activity, to monitor and achieve fitness goals and to maintain motivation. At a very basic level, gym owners should be providing reliable, high speed, internet access to enable gym users to

Digitalisation also enables gym owners to reach new audiences. Offering a suite of remote services, accessible via an app, from classes and workouts to general advice on wellbeing and the adoption of an active lifestyle. There is no longer a need to wait until an individual arrives at the door to activate a relationship, this can now happen and be maintained remotely, integrating the gym’s brand influence into daily lives, even in the absence of any physical contact.

Maximising the digital opportunity The ability of a gym to digitally connect brands and services to deliver a 24/7 support service will be absolutely instrumental to the success of that gym moving forwards. I am so sure of this, recently, eGym ran a series of education workshops across the UK to help gym owners harness the opportunities created by digitalisation and connectivity. 10 years ago, the gym was positioned as a ‘third space’. A place where individuals would choose to spend a significant proportion of their time, alongside their home and place of work. Today, digitalisation has shifted the rhetoric. Now, consumers are driving a movement to integrate training opportunities into homes and offices, increasing ease of access, making physical activity integral to daily life. As we move forwards, gyms need to establish themselves as lifestyle hubs, physical spaces supported by a wide range of satellite services, delivered via digital channels, NOVEMBER 2019 55


all connected and providing a highly personalised, holistic experience in response to personal behaviours, preferences and motivations.

What part does eGym play this digital revolution? eGym provides gym owners with a fully connected solution. The eGym ONE cloud based platform encourages integration with its own strength equipment, its eFle-xx​digitalised mobility training circuit and a wide range of third party suppliers of CRM systems, fitness trackers, body analysers and cardiovascular equipment. Through the creation of a connected ecosystem, gym owners can fully deliver against a consumer driven desire for information and the provision

of a highly personalised, holistic approach to exercise prescription and ongoing support. The free to download eGym Fitness app or the eGym owned NetPulse app, provide members with instant access to all aggregated data relating to their personal physical activity journey and, if they so wish, enables them to share this data with professionals who will support their journey from gym floor trainers to allied health professionals. Information can be accessed anytime, anywhere. From a business management perspective, collating information in this way enables gym owners to analyse an incredible amount of detailed, depersonalised data. This rich source of intelligence can be interrogated to make decisions which maximise operational efficiencies and deliver programming and other services aligned to consumer needs. In an increasingly competitive environment, this activity helps to safeguard the future of the business.

Closing thought At the eGym sponsored, ukactive National Summit last month, physical activity was positioned as the ‘Backbone of Modern Britain’ with three main wellbeing ambitions: turning generation inactive into generation active, transforming working life and reimagining ageing. Digitalisation and connectivity will play a central role in delivering these outcomes. Gym owners who fail to recognise the impact digitalisation and connectivity is having on the way we interact with others and the world around us, run the risk of being left behind. These thoughts are not predictions about the way things will be in the future, they are an overview of the way things are now. Is your gym a part of the revolution? To find out how eGym could enhance your offer, email marketing-uk@egym.co.uk, or visit www.egym.com/en/business You can also keep up to date with our news on:  eGymuk  @eGymuk  eGymuk




The ‘Golden S tat e ’ o f boutique fitness Matt Gleed, Senior Master Trainer and Education Specialist My Journey & Experience I probably visit 4-5 different gyms each week through work or for my own personal training, with all of them differing in what they offer. This has given me great insight into what is trending and how well it is integrated and received by members. Having been on both sides of gym operation, as an employee and as a member, I always think about both perspectives at each site I visit, and it is really interesting to see how staff are communicating and engaging with customers. When I started in the industry at 16 as a coach, I was lucky to be surrounded by experienced professionals who I learnt a lot from early on. I then went to work in the US when I was 18 where the energy and enthusiasm was infectious and really accelerated my passion for the industry. Looking back on when I returned to the UK to really kick-start my career as a Personal Trainer, I truly believe that it was this experience, of working with motivated, knowledgeable and professional teams that has got me to where I am today. This is why I now relish my time training other trainers, sharing my experience and helping to support and develop others. It’s undeniable that boutique fitness has made a huge impact on the fitness industry, and in my opinion, it's essential, if you are to succeed in this competitive space, to hire the right staff, the best trainers and provide a personal approach to member engagement. I hear of new studios opening, trying to replicate what others are doing but on a much smaller budget. A lot of the success of boutique studios comes from the instructor’s and staff, the ‘soft skills’ that they have learnt to engage with members and help the studio build a community. By opening on a cheap budget, ignoring the important role of training and upskilling staff, owners are missing out on the key NOVEMBER 2019



‘heart’ of what a studio needs to succeed. When you look into the successful boutique studios and facilities they are really striving to better the trainers with courses, workshops and assessments to develop and continue their learning. Undoubtedly, there is a skills gap when it comes to some of our industry qualifications and what is expected of our trainers to succeed in today’s evolving fitness market. The skillset required to truly succeed and build a following in a boutique setting requires more than what is currently taught on a Gym Instructor or Personal Trainer qualification. It’s fair to say that technology and digital solutions aid the personal approach by playing a supportive role in providing a positive fitness experience to members. F45 and OrangeTheory both have a huge global presence and the business holds central control over what is being delivered at their studios, ensuring a level of quality service regarding operational structures, technology and ongoing staff and instructor development.

Boutique Boom The UK wellness and fitness market is estimated to have grown £5bn in the last 10 years to £22.8bn by 2020, according to Statista. The current state of the fitness industry is being called a "Golden State" as there are over 8,000 gyms across the UK and the market is only set to expand. To succeed, gyms need to have a clear focus and recognise that the staff are always the delivery method, so the investment in people is where the ‘gold’ comes from. It’s not just about the cool aesthetics and the smoothie bar, it’s the community the team build within a studio. Small things like learning the member's names, remembering what speeds they run at, what weights they lift, so they feel their 58


personal performance goals are of importance, even in a full group exercise class. The industry has managed to bring the tribe mentality off the sports pitch and into the studio, with digital communication only taking this further by allowing connectivity to members 24/7. It has been reported that 350+ different boutique studios are now open in London and in the last decade that’s grown by almost 300%. Even the larger operators are bringing in specialist instructors or bespoke boutique offerings to try and compete in this space. For example, Nuffield Health now offers several different styles of indoor cycling class under one roof. They have pre-choreographed rides for general fitness, power focussed rides for triathletes and those with a sport-specific performance focus as well as small group training for goal attainment and a 30-min 'Get in, get it done' classes. Other operators have set up studios in squash courts or sports halls offering HIIT with a heart rate focus to ensure calorie burn. It's incredible to see so many options out there, and even better to my view these major operators investing in the staff training to support this shift to boutique fitness delivery. Essentially, in an ever-evolving industry, it’s all about finding your focus, hone in on this and be the best at it. Create a fantastic work ethos within your company so that you attract the best staff, you keep them by investing in their development and you encourage them to build and engage with the members as a community or ‘tribe’. Technology will help along the way, and it's essential that you embrace it rather than hide your head in the sand, but in the haze of all the exciting technology innovations driving fitness don’t take your eye off the ball – your team, your trainers, your staff. They are your frontline; your companies voice directly to your customers and they are your most important asset.


Is Movement Assessment s t i l l va l i d for personal trainers? David Parker, PT Academy Product Development Director, explains why adding Movement Assessment to your skill set allows you to stand out as a fitness professional. It was only a few years ago movement assessment, movement screening and corrective exercise seemed all the rage. Virtually every client would be put through a battery of movement tests before personal training sessions no matter what the reasons were for hiring a personal trainer. Results would often revolve around comparing differences between the right and left sides for muscular imbalances or assessing the client's level of stability. Specific corrective exercises would be prescribed for the clients to action to address their movement issues. I know!!! I was one of those trainers! Another contentious issue with the traditional movement assessment methods was always the blurring of lines between disciplines such as physiotherapy methods, as personal trainers should not be using them for diagnostic purposes or to make assumptions about dysfunction and pain. Where do you stop? Is movement assessment still valid in the modern personal training environment? Of course, it is! Assessing your client's movement has never been more critical as there are more sedentary individuals wanting advice on getting active. Clients who participate in sport as well as active gym-goers would fare well with being observed and taking injury history into account. Personal trainers should be assessing their client's movement at all times and adapting the exercise to the person. I still use movement assessment principles; however, I follow the mantra 'the exercise is the test, and the test is the exercise'. This fluid approach allows me to identify mobility, strength and individual differences during many NOVEMBER 2019 59


accepted exercises; i.e. squats, deadlifts, lunges and pressing overhead and having a good knowledge of the structure and how the body moves do help to take this approach. Exercise prescription should be individual to the client. Personal trainers can use what the textbooks state is a proper technique for a particular exercise and 'tweak' it to the individual's circumstances from your observations. The result is real-time assessment while still meeting the client's training objectives. Another important aspect when working with clients is to understand their biomechanical differences and how it influences exercise performance and the body shapes created. For example, the overhead squat is a simple, quick and easy test to administer in a dynamic, short of time, gym environment. However, trainers should be cautious interpreting the results as 'if you observe this, then you need to do this' approach, because this may not be accurate due to each person's biomechanical differences. Each individual is different; the greater relative femur length leads to a greater forward lean. In this situation, no amount of mobility work will alter what the person's anatomy dictates. Squatting as we all know, is highly influenced by anatomy - not everybody has to be forced to squat in a 'one size fits all' manner as there is more than one way to squat correctly.



At the PT Academy, we have just launched an exciting new one-day CPD course called Movement Assessment. The course is aimed at personal trainers wanting to further their knowledge and skills on movement assessment to apply on the gym floor with club members and personal training clients. The principles underpinning the course is 'the test is the exercise and the exercise is the test', while keeping the 'main thing, the main thing' with clients, or the primary reason for the client working with a personal trainer. You will learn how to assess movement using some of the most common gym exercises while understanding the persons individual biomechanical differences, meaning you take a truly personal approach to prescribe strength and mobility exercises to suit the personal needs of the client.


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

DISCOVER JOY IN MOVEMENT RACHEL GLEW, GLOBAL MASTER TRAINER Answering the Call to Move Every call to adventure starts with a question that challenges a Hero to reflect on their familiar routine through a new lens of perspective. On their journey the Hero must learn how to set in motion and grow their character strengths to overcome fears and obstacles.

We schedule fitness movement into our 'busy' lives as time-accountable, premeditated slots. When we feel overwhelmed we cut movement because we are 'too tired or stressed’. Global Recreational Physical Activity is a $368 billion economy but we sometimes forget movement is more than a commodity. We were born to move.

Assisted by an authoritative and trusted Guide the Hero’s journey is one of self-acceptance and reconnection with their essential values. The Guide’s role is not to force the Hero to follow a set blueprint, fixate on finite rules or judge their performance. The Guide listens and nudges the Hero to explore different points of view. To unravel their cognitive bias, negative assumptions and experiment with alternative realities.

What Does Joyful Movement Feel Like to You? As Guides how can we create movement experiences that encourage our Members and Clients (the Hero) to feel joyful? We need to start with questions of curiosity, and listen with intent. We need to understand what brings each of our Heroes’ personal joy.

Our job in the fitness industry is to guide everyday Heroes to ignite a fire of optimistic rebellion to rediscover joy in movement. Born To Move We live increasingly inactive lives. Highly conscious of our time we seek out automated shortcuts for natural occupational, domestic and transportation-related movement that our ancestors easily performed as daily living. We are increasingly disconnected from natural movement. The fitness industry works hard to encourage more people to become more active more often but as the Global Wellness Institute identified we are just one piece of the puzzle.

Visualise your Member or Client (the Hero) enthusiastically recalling to you (their Guide) a story of a momentary feeling of joy they experienced in your club, or of an obstacle overcome that made them realise they were capable of more than they imagined. Author Ingrid Fetell Lee asserts “Joy is an intense momentary experience of positive emotion - one that’s recognisable through physical expressions like smiling and laughter and through physical feelings such as a sense of lightness in your body”. Joy ignites our optimism and self-acceptance to spark love within. Joy is an Emotion Psychologist Robert Plutchik’s ‘Wheel of Emotions’ illustrates the relationship between our eight basic emotions; joy, trust, fear, surprise, sadness, NOVEMBER 2019



anticipation, anger and disgust. Plutchik’s theory explores the polarisation, combinations and intensity of our emotions. Joy is the opposite of sadness. If we combine it with anticipation we drive optimism, add trust and joy and we spark love.

We now ask, ’How can we guide our Members and Clients

By recognising that joy is on a unique emotional continuum we can guide our Members and Clients to better explore what it feels like to them. Our question changes.

we need to guide them on a path of progression. The

to design their own joyful movement experiences?’ Discover Joy by Design For our Members and Clients to answer the call to move design process below serves to help them answer the question, ‘What does joyful movement feel like to you?’



Remember and Define

Reflect and share a story about a time when you felt joyful and uplifted whilst moving your body.

Explain and Describe

What specifically contributed to you feel joyful? What was the environment like? Who was with you? Which positive character strengths did you use? In your opinion what do you need to make movement joyful?

Compare and Test

Can you think of a time when you moved without joy? What was your contrasting emotion? What could you have changed to amplify your joy? In your opinion what specifically reduces your joy?

Experiment and Explore

Are you ready and willing to explore different ways to move? Is there anything you need to feel more confident about trying new ways to move? Why not try …?

Feedback and Evaluate

On a scale of 1-10 (10 ecstatically joyful) how did you feel, before, during and after your new movement exploration? Would you like to repeat the experience? If yes why? If no could you change anything to amplify your joy next time?

Joy is the Foundation Happiness is a subjective state of being measurable over time. Joy is an emotion expressed in fleeting moments in the present. If we encourage our Members and Clients to seek happiness in movement we are forgetting that their life is a complex ecosystem that exists outside the four walls of our facility. There are always external pressures and obstacles in their lives we simply can’t influence.

Our challenge is that the lens of perspective Members and Clients view joy through keeps shifting as their confidence and competency grow and lives changes. Joy by design is an evolving process of communication and guidance. There is no single blueprint that fits us everyone. The best movement experience we can guide our Members and Clients to design are the ones that bring them joy in the present.

What we can work towards instead is encouraging Members and Clients to seek moments of joy in movement. Joy is the foundational hook that helps us all to remember why we do what we do. If we find joy we can keep moving even when obstacles and challenges arise and we are not at optimal happiness.

About Sparked by a flame to the heart Rachel reloacted from the UK to live in the Italian Gran Saso National Park. As the Owner of Strength In Motion Fitness ® Online Wellness Missions Rachel guides others to set in motion their strengths and design ‘Wellness Your Way’.

"Our job in the fitness industry is to guide everyday Heroes to ignite a fire of optimistic rebellion" 62



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

F I S I K A L E X PA N D S T E A M W I T H N E W D I G I TA L P R O J E C T M A N A G E R To bolster company expansion and international business growth, Fisikal have announced Alex Johnson as Digital Project Manager. Alex joins Fisikal after 12 years working with Fitness First, making the switch from being a customer of Fisikal to working directly with the development team. In his new role, Alex will work predominantly on making the flow of information to Fisikal users as seamless and initiative as possible, improving the efficiency of the customer journey and continually pushing the boundaries to ensure Fisikal continues to deliver cutting edge technology to address ever evolving market needs. On his appointment, Alex comments: “It’s an exciting time to be involved in technology within the fitness industry. Digital innovations are increasingly driving the fitness experience, from both a trade and consumer perspective, and Fisikal is at the forefront of business management solutions that allow operators, studios and PTs to stay ahead of the curve.” With a degree in Information Technology from his home town of Auckland, New Zealand, Alex has experience working across over 20 countries, in a diverse range of software teams. Rob Lander, Fisikal CEO explains: “We have an ambitious global vision. To turn ambition into reality we need to surround ourselves with the best support team in the business. Alex is a fantastic addition to our growing team. He brings a wealth of knowledge and experience of practical application, working within software teams all over the world. Couple this with Alex’s fitness industry and operator insight and, we believe, Alex is one of the most experienced developers in his field.” Alex, adds: “Having worked with Fisikal on the other side of the fence when I was a client representing FF, I gained a firsthand impression of the company and its work ethos. I also really valued the fact that all clients become a part of the Fisikal digital ecosystem, with everybody benefiting from learnings and insights. This constantly drives the product and ensures everybody continues to access the very latest in software

opportunities and developments in a diverse and rapidly changing environment. This collaborative way of working really drew me to the company. Looking to the future, Fisikal will continue to invest in product development. The company’s latest innovation is a selfactivating digital business management solution. For more information visit www.fisikal.com

RICH MILLARD JOINS MAX ASSOCIATES Max Associates, the UK’s market leader in leisure consultancy and management contract procurement, has bolstered its senior team, announcing the appointment of Rich Millard, one of the most experienced leisure professionals in the business, as Associate Director. In this new role, Millard will be responsible for supporting the visibility and growth of Max Associates, predominantly in the public sector. Drawing on his 40 year’s leisure and sport sector experience, Millard will work with the senior management team to identify emerging market opportunities and to grow the local authority client portfolio. He will act as brand ambassador and respond to opportunities to place Max Associates at the heart of progressive leisure provision and the ever evolving needs of the market. “We have known Rich for many years and are excited to welcome him on board as the company moves into a new and exciting growth phase,” says Mark Steward, Managing Director, Max Associates. “Max Associates has operated successfully for 19 years, working with local authorities up and down the country to compile evidence for investment in leisure regeneration and to maximise business efficiencies in existing operations. “Until now, our brand has operated largely under the radar. Having such a well-known and respected figurehead on board as Rich will help us to increase brand visibility and credibility, presenting us with new and exciting opportunities to play an even more influential role in the country’s future leisure provision. We are committed to growing our business. Rich will play a central




role in the implementation and fulfilment of this ambition.” The announcement follows Millard’s recent retirement from his full time role as Partnership Director at Places Leisure. There, Millard was responsible for formulating and maintaining partnerships with key sector players such as NGBs, Sport England and ukactive to ensure Places Leisure continued to deliver against its ambition to create active places and healthy people in partnership with Local Authorities. Prior to this, Millard worked for a leisure trust, private operators and chaired a large County Sports Partnership. Millard also has a real passion for the Skills agenda, chairing the sector’s Professional Development Board. This has added to his experience of working with numerous sub-sectors and third party partners. Commenting on his appointment, Millard says: “I hope to bring a new perspective to the table at Max Associates. Having spent my 40 year career entirely in the leisure sector, I have learnt first-hand, the value of partnerships, bringing together organisations, often cross-sector, to achieve mutual ambitions. This is what I am looking forward to being able to contribute to Max Associates. “Also, these are exciting times for public leisure. Despite the fact that many local authorities face the challenge of rationalising or modernising leisure facilities, the government is backing a need to place physical activity at the heart of its national health care strategy. This is creating a need for local authorities to seek ways to reconnect leisure provision with the community through innovation and low risk investment. Working in partnership with local authorities and leisure trusts, Max Associates is perfectly placed to play a key role in this delivery and I very much hope my influence will maximise this opportunity.” Millard joins Max Associates this month. His appointment coincides with further expansion of the team, as Max Associates also announces the intent to recruit a new Principal Consultant to enable the company to keep up with growing demand for its consultation and advisory services.

FREEMOTION WELCOMES JILL DRUMMOND AS GLOBAL EDUCATION & PROGRAM MANAGER October 24th, 2019 - Freemotion Fitness, one of the world’s leading fitness equipment manufacturers, has added another key member to its team with the hire of Jill Drummond as Global Education & Program Manager. With eyes firmly set on enhancing the Freemotion brand worldwide, Jill will play a crucial role in the company’s continued growth. Jill has worked in the health and fitness sector since 2002 and has held a range of education and program development roles where she was instrumental in the creation of new products and taking them to market through development around education. She provides Freemotion with a wealth of experience in developing education around fitness products and also managing fitness operations. She is also a certified Personal Trainer and holds a B.A. in Kinesiology from the



University of Colorado, along with many industry certifications, giving her a tremendous understanding of the end-user. In her new position, Jill will be focused on making some of the world’s most innovative fitness products created by Freemotion come to life, helping to drive business growth, as Dan Toigo, Senior Vice President and Managing Director at Freemotion, explains: “Jill will work on developing our global presence through customer-centric education and programming while revitalising our Freemotion Master Coach program. It’s great to have her on board and we’re excited about what we can achieve together to maximise the potential of our products and services globally.” Also tasked with helping to launch Freemotion’s highly anticipated and innovative group training product, the Freemotion Fusion CST (where powerful strength exercises and incredible cardio come together with fluid resistance, building both stamina and muscle in record time), Jill will be instrumental in bringing new, cutting-edge products to market while ensuring that customers can make the most of them through world-class education. Dan added: “After the incredible pre-launch feedback we received at IHRSA, FIBO and IDEA this year about the Fusion CST, and the desire shown by clubs to add an exciting, new product to their group training offering, Jill’s arrival is at the perfect time. We can’t wait for the spring of 2020 when the Fusion CST will start to appear in clubs around the world.” Speaking on her new role, Jill said: “This is not just an exciting time in my career, but also an exciting time for the Freemotion brand. This is a fantastic opportunity for me to join an ambitious, forward-thinking company and to work with some of the world’s most innovative minds and fitness products. I’m looking forward to helping to maximise our customers’ experiences through high-quality education and strong working partnerships.” Jill follows a series of recent hires as Freemotion continues to implement its global growth strategy, which includes Apostolos Seintis as Europe Sales Director, Leopoldo Torres as Sales Director for Latin America, and Tony Ali as UK Country Manager, with promotions for Chris McGill to Vice President of Global Sales and Marcy Spaulding to Director of Sales for North America. Freemotion is the commercial division of ICON Health & Fitness. ICON brands: NordicTrack, ProForm, iFit and Freemotion.

M A T R I X F I T N E S S E X PA N D S SPECIALIST SALES TEAMS WITH NEW APPOINTMENTS In support of company growth, Matrix Fitness has strengthened its specialist UK hospitality, education and public sector sales team with the appointments of Richard Kirk and Matt Stackhouse as Hospitality team


Sales Executives whilst Louiza Deevey has been appointed as Education Sector Sales Executive and Chris Porrino as Public Sector Specialist. Richard joins the hospitality sales team with over 10 years’ experience in the industry whilst Matt brings knowledge of the fitness industry from previous General Manager roles. All enhance the team’s strengths in the understanding of health club management, sales, marketing and new business. Nigel Tapping, Head of Sales Hospitality Sector at Matrix Fitness UK, comments: “With a valuable mix of operational, hospitality and sales experience, all our new appointments are perfectly placed to support our growth in the hospitality sector and ensure the highest level of service to our key accounts.”Richard and Matt join the hospitality team which is led by Nigel Tapping, Head of Hospitality Sector at Matrix Fitness UK and overseen by James Blower, Matrix Fitness Director of Sales Hospitality EMEA & APAC. Tapping adds: “The Hospitality and Spa sector is a fastgrowing sector, evolving rapidly with innovation and customer experience demand and therefore we’re expanding our team to maximise service and opportunities within this sector as well as build on 2018 with a bigger team focused on this market and development plans and announcements that we will be unveiling later in 2019.”The Matrix Fitness hospitality sales team had a record-breaking year in 2018, making this sector a strategic area for expansion. There is increasing crossover between fitness and hospitality, with growing expectations and demands set by the consumer allowing the Matrix Fitness team to be progressively creative and innovative with the hospitality and spa sector in order to collaborate and assist the design of some incredibly innovative and unique facilities. Commenting on his new role, Richard says: “This role represents a great opportunity for me to explore a new avenue of the hospitality and leisure industry. Matrix is the fastest growing fitness company and it is exciting to be a part of that growth! I have always enjoyed working with people, building strong connections and client rapport and look forward to bringing this to my new role.”Louiza Deevey joins the Education Sales team with experience as a sales consultant for David Lloyd Leisure and Chris Porrino brings his knowledge of the Public Sector to the team having worked as a Senior Development Manager at Sefton Council. Matrix Fitness UK are currently hiring for two roles within their Education Sales Team, including Head of Sales and Sales Specialist. To find out more about job opportunities with Matrix Fitness visit www.matrixfitness.co.uk

MYZONE MAKES TWO NEW APPOINTMENTS TO SUPPORT INTERNATIONAL GROWTH Myzone has made two senior appointments as part of its ambitious plans for growth across the EMEA region.

Development (EMEA). The former Head of Training and Education at Escape Fitness joins the company with a wealth of knowledge gained from more than 30 years in the fitness industry, both in international sales and operations. Joining Myzone’s executive management team, Young will work with EMEA CEO David Stalker along with country heads and distributors to deliver the brand’s strategy for growth across the region. HUBERTUS EFFINGER

“This strategic role is integral to the evolution of Myzone and will help the company to achieve its core business objectives,” says Young. As part of her role, Young will work with the team to develop a robust infrastructure built on people, processes RACHEL YOUNG and products to support ongoing EMEA development, while enhancing existing business relationships and securing new business. “I believe that I was put on this planet to get people moving. The solution that Myzone offers resonates with my personal beliefs and I see it as an integral element to maintaining user engagement inside or outside of a facility. I’ve used the product and worked closely with the brand so have total belief in the solution and the vision of growth for the business,” she says. Myzone has also appointed Hubertus Effinger as Country Manager of Germany, Austria and Switzerland where he will be responsible for the successful implementation and expansion of the brand. Effinger brings more than 20 years’ experience working across sport, health, fitness and retail sectors for global companies including Life Fitness, New Balance, Geox and Clarks. “I’m hugely excited to be joining Myzone’s senior EMEA team. My immediate task is to support the brand’s international growth by establishing a team on the ground in these Germanspeaking markets. I’m looking forward to taking Myzone’s cutting edge digital solutions to new territories, enabling club owners, trainers and members to take their in-club experience to new levels.” David Stalker, CEO Myzone EMEA, comments: “I’m delighted to welcome these two hard hitters to the Myzone EMEA team. These appointments are a significant step forward for the company as we continue to grow our presence across the region.”

"I’ve used the product and worked closely with the brand so have total belief in the solution and the vision of growth for the business"

Rachel Young has taken up the new role of Director of Business

NOVEMBER 2019 65



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Profile for Gym Owner Monthly

Gym Owner Monthly November Issue 2019  

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

Gym Owner Monthly November Issue 2019  

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