Page 1



Y T I S E B O rs CHILDrickson consihdeelp an Pat Jenny ym owners cact how g ake an imp m

st o o b r e y boom members

Babt and retain older






hn Wilson , Marketin g Director at Wattbike


fit kit The best fitness kit around for you and your clients

Ben Coomber takes a closer look


Automate your email



Asset finance

Read our step-by-step guide on financing your gym equipment

f Ownernoth the Moto the We talk others Crilly brrthern from Noand Irel


THE YOUTH OF TODAY How to get kids and teens to join your gym

How to attract new members

PT t n i o p w e i V build How to with rapportients your cl



Inspire Your Members with a Wattbike Zone Make your gym stand out from the crowd with an immersive Wattbike Zone. Eye-catching graphics provide a motivating atmosphere whilst Wattbike’s Power Cycling software ensures every rider is training to their own specific power and heart rate zones. The versatility of the Wattbike will ensure the bikes are always in use be it for testing, individual training or in a small group environment. Give your trainers and instructors the tools they need to deliver cycling classes that really get results.




Welcome... … to the November issue of Gym Owner Monthly magazine. This month we have a couple of themes running throughout the issue. We have two features that focus on the topic of youth fitness. On page 14 three industry experts discuss youth membership and the challenge of how to attract more children into the gym. And on page 36, in the first of her bimonthly columns, MD of Active IQ Jenny Patrickson explores the Child Obesity Strategy and asks how gym owners can expand their offering and help to make an impact. Our other theme is marketing. On page 18 Sean Greeley from Net Profit Explosion highlights four steps to finding the right clients for your fitness business. And Mike Arce from Loud Rumor, page 44, explains how to use automated email marketing to connect with your fitness prospects. Elsewhere, we provide advice on asset finance – financing your gym equipment isn’t as complex as it might sound, turn to page 24. Have you ever considered employing an older PT? More gyms than ever are seeing elderly clients take up membership (see a great example on page 12) so why not employ PTs of a similar age? Katherine Selby explains all on page 32. Meanwhile we talk to John Wilson, Marketing Director at Wattbike (page 38), Ben Coomber educates us on protein (page 42) whilst Chris Zaremba outlines the elementary approach to fitness (page 29).

Have a good month! The GOM team



Nathan Page

Paul Wood

np@gymownermonthly.co.uk Tel: 07985 904 549

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

Keep up to date  www.gymownermonthly.co.uk  @GymOwnerMonthly  gymownermonthly  @GymOwnerMonthly  gym-owner-monthly-magazine

© Gym Owner Monthly Magazine 2016 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.

November 2016


Contents 47

12 24

18 42


07 News The latest news and hot topics in the industry 12

Owner of the month We talk to Conor and Niall Crilly , owners of Crilly Personal Training in County Down, Northern Ireland.

finance 24 Asset Financing your gym equipment isn’t as complex as it might sound, read our stepby-step guide to find out more. 5 reasons to sell your own 47 Top merchandise Sell stuff to your members in order to boost your revenue, retain members and boost your brand exposure.

48 Appointments A round-up of industry movers and shakers 4

November 2016

EXPERIENCE to attract new members 18 How Sean Greeley highlights four steps to finding the right clients for your fitness business the experts 40 Ask Got a problem you need solving? Our team of experts are here to help

your email 44 Automate Mike Arce explains how to use automated email marketing to connect with your fitness prospects

HEALTH power of protein 42 The Ben Coomber takes a closer look





22 14 GEAR


Fit Kit The best fitness kit around for you and your clients



Youth membership Teenagers are becoming increasingly interested in fitness so how can you and your gym cater for their needs?


Baby boomer PTs Attract and retain older members


The child obesity strategy Jenny Patrickson considers how gym owners can expand their offering and help make an impact

29 38

The Big Interview We talk to John Wilson, Marketing Director at Wattbike

FITNESS Viewpoint 28 PT Ben Brooke on how to build trust and rapport with your clients over 50 29 Fitness Chris Zaremba outlines some simple rules

We're always seeking contributors, if you're interested in writing for us then please contact: np@gymownermonthly.co.uk November 2016



nts e v e l a it ig d k in h t training floor digitalising the

ym.co.uk Email events.uk@eg

ation to request an invit

the cloud-connected fitness solution developed to improve member communication, club retention & increase member uptake

" eGym has helped my members to manage

eGym strength training equipment with its digital software interface uses workout data to track training and create a personalised, connected member experience that achieves better fitness results for users.

Dan Morgan, Director Blue Leisure Management, Oakwood Sports Centre

- Increasing the tension across the muscle with regular strength tests and periodised training variations. - Automated equipment saves all individual setups, pre-sets speed and reps to the training method and ensures full range of motion for effective training. - Direct feedback rewards the users and shows progress of the training program.

their own workouts and has removed hurdles that instructors have with progressing individual training programmes in the right way. eGym really manages the customers better and it's proving to keep them motivated. "

eGym UK | Medius House | 2 Sheraton Street | London W1F 8BH | egym.co.uk/business | info@egym.co.uk



What’s hot in the fitness industry

Fitness sector primed for substantial growth The value of the UK gym sector is set to increase by £1.1bn in 2016, driven by a hive of investment activity amid growing consumer appetite for fitness, according to a new financial report from non-profit health body ukactive. The Rise of the Activity Sector report spotlights the UK’s fast-changing fitness landscape and predicts it to grow by 17 per cent in 2016. Valuation specialist Mazars and sponsorship experts Nielsen Sports conducted analyses for the report, which estimates the gym sector will be worth £7.7bn by the end of 2016 (up from £6.6bn last year) as investors are enticed by the sector’s strong growth prospects. Low-cost giant The Gym Group floated on the London Stock Exchange last year, while the UK’s largest fitness chain Pure Gym has recently sought to follow suit, with several other operators expected to go public in the mid-term as they seek financial backing to fuel rapid expansion. Despite Pure Gym opting to pull back last month from its planned flotation due to current volatility in the IPO market, the ukactive report underlines the latent potential in the fitness market and points to strong consumer demand as evidence that the sector won't be thrown off course by the choppy waters of Brexit. Britain’s growing gym market is already the largest in Europe and the report tips the sector to be among the ‘shining stars’ of the UK’s post-Brexit economy. British firms accounted for six of the 19 mergers and acquisitions to take place in the European fitness market last year and the UK’s position as a hub of investment activity has continued with the recent acquisition of Fitness First UK by Dave Whelan’s DW Fitness. With 14.3 per cent of UK adults now owning gym memberships – a figure which has increased every year since 2008 – the report

sheds light on the growing appeal of exercise. New concepts have opened the market to a broader range of consumers and there are now 6,435 gyms across the private, public and third sectors, serving 9.2 million members. Official figures show that going to the gym has been a consistent driver of activity participation, with the most recent Sport England statistics showing a seven per cent increase over the last year. The report charts the rise of the low-cost sector, led by Pure Gym and The Gym Group, who have been credited with ‘democratising fitness’. Offering lower prices, 24-hour access and shorter-term contracts, low-cost gyms have played a key role in removing many of the traditional barriers to owning memberships. At the other end of the spectrum, premium operators such as David Lloyd Leisure, Nuffield Health and Virgin Active have refined their propositions by investing in family friendly fullservice offerings. The ukactive report also examines the growing prominence of boutique fitness studios such as Heartcore and Barry’s Bootcamp, which offer high-end fitness experiences on a pay-as-you-play basis. In an ageing society where the NHS is being stretched to its limits by preventable lifestyle-related conditions such as heart disease and type-2 diabetes, the report explores how the sector's growth prospects will be further enhanced by the need for practical health policies focused on prevention over cure. Physical inactivity currently costs the UK £20bn and the government has started to place greater emphasis on the importance of getting Britons moving more through its recent Sport and Childhood Obesity strategies.

November 2016


News StarPRO hygiene products are perfect for general disinfecting and removal of light soiling from a wide range of surfaces including tables, door handles, gym equipment and more. StarPRO hold the significant advantage that they sell directly to customers, which allows them to offer products with higher value for money. A full catalogue of StarPRO products is available on www. starprodirect.co.uk

Matrix membership boost Speedflex launches fast track fitness and nutrition programme

Memberships at The Pulse Dursley have more than doubled since facilities have been expanded, centralised and updated to include a wide range of Matrix Fitness equipment.

Speedflex, the popular HIIT group exercise concept has joined forces with leading sports nutritionist Renee McGregor to develop the Fast Track Experience. The plan has been developed for both men and women to enable them to maximise weight loss over a six week period through a targeted combination of healthy recipes and educated snack choices, used in conjunction with regular Speedflex sessions at centres in London, Newcastle and Leeds. Sports nutritionist Renee, who is experienced in advising athletes, coaches and fitness professionals in their fitness and nutrition regimes, says: “I am excited to offer this comprehensive plan for individuals seeking to achieve their weight loss goals with the help of Speedflex, providing them with the knowledge of how to healthily and adequately fuel their body and get the results they want.” The plan has also been designed to lower cholesterol levels, improve heart health and reduce visceral fat to help members to preserve and develop lean muscle mass to increase their metabolic rate and burn more calories per minute.

Starbrands launch StarPRO cleaning range StarPRO is a brand new line of high-quality industrial cleaning products brought to you by Starbrands Ltd, who have been producing British cleaning products for more than 70 years.. The StarPRO range is developed and produced here in the UK, and has been developed specially to meet the needs of industrial applications. Products have been split into 8 distinct colour-coded categories that correspond to the COSHH guidelines for easy recognition and use. All bactericidal products have been tested for effective germ killing.


November 2016

Previously, the stand-alone swimming pool was on a separate site to that of the gym. Following a successful bid for funding from Stroud District Council, the pool has been extended to include a gym, dance studio and spin room all in one building. Since The Pulse Dursley, formerly Dursley Pool, was opened in July, memberships have soared from 380 to more than 1000 and are growing by the day. General Manager, Angela Gillingham, said: “Everyone who steps foot into the gym says ‘wow’. They love the equipment because it’s easy to use, looks great and is certainly exceeding expectations A wide range of Matrix Fitness equipment has been installed including treadmills, cross-trainers, upright bikes, a stepper, a functional training rig, free weights and strength products. For more information, visit www.pulsedursley.co.uk.

Physical Company kits out prestigious Kelvin Hall gym in Glasgow Physical Company, leading complete fitness solutions supplier, has just completed one if its most prestigious gym sites at Glasgow’s Kelvin Hall as part of a £35m refurbishment programme.

News Physical Company was called in to fit it out, following a successful four-year relationship with Glasgow Club which values its wide range of equipment and efficient service. The Kelvin Hall gym is now a vibrant space complete with a dedicated functional training area and Paul Farrell, Physical Company Account Manager, was tasked to supply functional training equipment to appeal to the local community, including the large student population in the city.

Brain injury patients see remarkable improvement through Life Fitness equipment

Working closely with Glasgow Club, Farrell used his expertise to support on developing and designing a bespoke functional training rig, around which the Glasgow Club team is basing a whole new set of classes. In addition, Farrell recommended some innovative items including the Tyre2, Parallettes and the BOSU Balance Trainer. Other gym floor favorites Neo Hex Dumbbells, Vinyl Mats, Medicine Balls, Slam Balls and Stability Balls were included in the solution. As part of choosing Physical Company as their supplier, the 12-strong gym team at Kelvin Hall have received comprehensive CPD product training from from Physical Company’s partner Future Fit Training. This enabled the staff to get to grips with the new equipment and, in turn, help members make the most of the new kit. “We were delighted to work again with Physical Company on this new installation at Kelvin Hall and have been thoroughly impressed by the way they have handled our account throughout this entire process,” says Sharon Campbell, Health and Fitness Manager at Glasgow Club. “Their knowledge of the market is second to none and we’ve been equally impressed by the dedication and determination from Paul to get the job completed.” “The Kelvin Hall project was ambitious and we worked closely with Glasgow Club to ensure all the respective third parties were happy with the plans and outcome,” says John Halls, Managing Director for Physical Company. “We carefully selected a range of innovative equipment that will allow them to cater to both the more adventurous student market and the wider community. It has been a privilege to work at this historic site and we are looking forward to continuing our relationship with Glasgow Club for future projects.”

Patients with a range of neurological conditions such as Traumatic Brain Injuries, Parkinson’s Disease and Multiple Sclerosis in West Norfolk have seen a remarkable improvement in their symptoms since Alive Leisure Trust introduced the Life Fitness SYNRGY360 XL training system at their local gym, Alive Lynnsport, in King’s Lynn, Norfolk. Rosie Miller, a Neuro Specialist Fitness Consultant from Norfolk Community Health and Care’s Community Neurology team, has been working with Alive Leisure’s specialist referral fitness team and Rachel Glew, Master Trainer from the Life Fitness Academy, to introduce some of her patients to the benefits that SYNRGY360 can deliver. Patients were referred by their GP or health professional to embark on a one-to-one, 10-week training programme at Alive Lynnsport using the ground-breaking system that is suited to a diverse range of exercises. Rosie comments: “Many machines in gyms are not always suitable for clients with limited ability, however SYNRGY360 offers something for everyone and I encourage all of my patients to give it a try, they really love it. I have been told that other gym members have observed the use of this equipment with our patients, many of whom are wheelchair users, and have been inspired to try it under the care of Alive Leisure staff.” Rosie works on strength, endurance, balance, coordination and stretching with a range of patients between the ages of 16 – 95, who have traumatic or acquired neurological conditions such as Multiple Sclerosis, Parkinson’s Disease,

November 2016


News Guillain–Barré Syndrome, Brain and Spinal injuries, and has noticed a huge difference already since the unique fitness solution was installed in April 2016. “Since introducing my patients to SYNRGY360, around 95% have continued to use the equipment following completion of their programme as they understand the longer term benefits of regular exercise. Most importantly, I have noticed how much better patients feel after engaging with the training, and it’s been great to find equipment that is suitable for all abilities.” adds Rosie. SYNRGY360 is suitable for both individual and group workouts, combining several popular exercise trends including core training, bodyweight training, reaction training and sport-specific activities. Having multiple, distinct training spaces within the training system allows for patients at Alive Lynnsport to exercise using battle ropes, dip handles, step platforms, medicine balls, TRX bands and a punch bag. Mark Mitchell, Corporate Sales & Fitness Manager for Alive Leisure, comments: “It’s great to see how much of an improvement these patients have made, breaking down the barriers to participation, through the fully inclusive services and activities available. Working with a number of community health partners, we ensure that health and rehabilitation pathways are established and that patients suffering from traumatic or neurological conditions can reap the benefits of long term exercise.”

To enhance the life:lab experience, three Queenax functional training stations have been installed, including a corner unit and two bespoke One units which are wall mounted and augmented with storage and additional training accessories. Co-owner, Adam Daniel, explains: “The Lab was created because we genuinely want to provide people with a training experience that brings fitness to life, which is member focused and service driven. We believe we have created the optimum training environment utilising cutting edge technology to monitor and manage health. “We really want people to come to life:lab to enjoy their workouts and know they are doing everything they can to get the results they want to achieve.” Lab sessions are focused on unleashing potential and driving results with each class being centred on sciencebased performance, using cutting-edge technology such as MyZone, Boditrax and Firstbeat to monitor and manage health, fuelling change and maximizing progression. Justin Smith, Head of Precor UK said: “The founders of life:lab have concentrated on installing top quality equipment and holding workout sessions that are unique and flexible, and the Queenax units work perfectly for this high-end operation as they provide a wide range of training options.”

Fuelling potential and bringing fitness to life with life:lab Former international athlete and semi-professional rugby player, Adam Daniel, has opened a revolutionary new gym in Chislehurst, Kent in partnership with professional footballer, Frank Raymond.

Life:lab gym was converted from a former rugby club. It’s 3,000 sq ft and features two training rooms based on a science theme. In the body:lab small group Tribe Team Training (TribeFit, TribeLife and HiiT) sessions take place. The energy:lab is for personal training with expert coaches, while workshops on behaviour changes and discussions on long-term actions are held in a separate room known as the mind:lab. 10

November 2016

Link4Life in Rochdale first to install the new Total Gym® Row Trainer™ Link4Life, a trust that manages delivery of high quality health and leisure services in the Rochdale Borough, is the first in the UK to install the new Total Gym® Row Trainer™ in two of its leisure facilities. The Rochdale Leisure Centre and Heywood Sports Village have these industry leading new Row Trainer™ machines placed in their functional training zones

News where they complement the other equipment and are readily accessible for people looking for a rowing, cardio or bodyweight training workout. The only row machine on the market that uses adjustable bodyweight resistance on an incline, the ingenious Total Gym Row Trainer targets all the muscles groups simultaneously and enables a smooth consistent load through the entire range of motion. It is available exclusively in the UK & Ireland from Ethics Leisure. By providing both concentric and eccentric loading, it effectively trains prime stabilising muscles and boosts proprioception. It is designed for multi-planar movement and uses adjustable incline bodyweight resistance to integrate strength with cardio. Specifically designed for rowing, but at an incline, the Total Gym Row Trainer is the first of its kind and allows users the added benefit of over 25 different exercise variations. “We are always looking at ways of innovating and using the most up-to-date industry trends to help make fitness accessible to as many people as possible offering as much variety as possible,” says Chris Coleman, Business Development and Marketing Manager at Link4Life. “We particularly like the Total Gym Row Trainer for its well thought out ergonomic design, seat shape and smooth motion and the fact it doesn’t take up a huge amount of space. This is not your run-of-the-mill machine: it is innovative, has plenty of research behind it and I’m pleased to be the first in the UK to offer this to our members,” says Chris whose members use it on their own, during 1-to-1 PT sessions and as part of the small group ‘fast classes’ on the timetable. Link4Life has 3,500 members at Rochdale Leisure Centre and 3,100 at Heywood Sports Village. Both sites have diverse memberships including 16+ youngsters, young adults, couples and groups from the local BAME community, a sizeable prime time market and older people who use the facilities at off-peak times. The Total Gym Row Trainer caters for all these members, providing plenty of different functional training platforms and adjustments to suit all fitness levels and encourage progression. “The Total Gym Row Trainer has appeal right across our membership. It is genuinely a very versatile piece of kit and, therefore, a sound investment,” says Chris.

FitLinks launches in the UK October 2016 saw the launch of FitLinks, an advanced online recruitment platform specialising in the health and fitness sector, which offers a results-driven solution for employers and job seekers alike. Designed to take the hassle out of recruitment, FitLinks intelligently matches clients and candidates, through its sophisticated software. This unique platform enables employers to customise and streamline their recruitment process to fit their occupational needs, whilst job seekers gain access to a wide range of suitable vacancies, which they can apply to using innovative tools to facilitate their job search. Additional features enable brands to be promoted through an engaging company profile and social media feeds, whilst a “follow option” and “latest vacancies” tab ensures that prospective employees stay connected with the brand and are instantly notified about future roles; increasing the number of applicants for every job. FitLinks’ extensive database enables employers to instantly receive shortlisted selections of candidates to contact directly, fast-tracking those with relevant experience for the position. Additionally, interactive job seeker profiles further personalise the recruitment process, bringing the candidate to life through video clips and photos, offering more than traditional recruitment services. FitLinks is the brainchild of Alina Cooper and her team, who have over 60 years of combined industry experience as operators, suppliers and recruiters. “Having worked in the industry for many years, I have an extensive firsthand knowledge of the challenges faced when trying to find the perfect job or candidate. FitLinks aims to fill a void within the market and meet demand for a cost effective and personalised service that delivers results”, says Alina Cooper, Co-founder and Managing Director. For further information on FitLinks, visit www.fitlinks.co.uk

“You do worry when you put new items on the gym floor that they may not be used to their full potential – or even at all!” continues Chris. “The key is to ensure thorough staff training so they are confident in recommending it to people and quick to encourage them to try it. All our staff had a day of training from Total Gym so they are fully upto-speed with what the Row Trainer can do. They are all confident in showing it to members, including it in induction programmes, adding it into PT sessions and incorporating it in our small group/fast classes. People are catching on to it quickly and enjoying the fresh challenge.” To find out more about the Total Gym Row Trainer, visit ethicsleisure.com or call Andy Gill on 07535 284888. November 2016


Owner of the Month

Brothers Conor and Niall Crilly talked to us about their gym in County Down, Northern Ireland How long has your gym been operating for? We have been working together for four years now but have had our own gym since June 2014.

How many staff do you employ? Just the two of us!

Aside from the gym, what other facilities do you offer your members? We offer personal training, circuit training, nutrition plans, pre & postnatal training, bootcamps and Kinesio Taping.

How important are PT’s to your business? They are the bread and butter of our operation. We personal train from 7am-7pm five days a week and also 7am-12pm on a Saturday. 85% of our clients are personal training clients and 1-to-1 sessions are what gives us the greatest satisfaction. We run three circuit classes a week also and we do early morning bootcamps but these are what we consider 'extra' services.

What makes your gym unique? We open our door to everyone. We are not your stereotypical gym but instead have clients ranging from 11 years of age all the way to 80. We have clients coming back from injuries, pregnant clients, housewives, gym-virgins etc. There is a family feeling within the gym and a lot of friendships are created because of this. Also, we feel we are people who a client can confide in when they have problems even outside of our four walls.

What advice would you give to other gym owners just starting out? 12

November 2016

Just go for it. As Susan Jeffers (American success guru) puts it, 'Feel the fear and do it anyway'. Also, don't beat yourself up at the start for not knowing everything. Firstly, you will always learn and better yourself from your mistakes and experiences. Secondly, you will never know everything. And so, to add to that, always look to further enhance your knowledge and education by reading, doing courses and interacting with other PT's, gym owners and basically anyone who has been there and done it in business.

What are the biggest challenges facing your business today? The biggest challenge we would say is the rising rate of obesity and the decline of people wanting to get out there and do something about it. A number of reasons have led to this - such as more fast food establishments, the growing rise of technology and parents not having the correct mindset to pass onto their children. The gym and training really is addictive and snares a lot of people but the hardest part really is pushing yourself to take the first step.

What significant changes have you seen within the industry over the past 3 years? More elderly clients are joining up for different reasons. Females, particularly in our gym, are steadily taking over as the dominant sex. More women are joining than men. There has been a shift in nutrition towards vegan and organic diets rather that meat based diets. This is fine as long as the client is able to still get the required amount of carbs, protein, fats, vitamins and minerals.

How do you engage with your members? Mainly on a 1-to-1 basis through personal training. Through this

in arms we build trust and a rapport which we then continue into their training. Most of what we do is personal training and where Niall has his clients, and Conor has his, they are all part of team 'Crilly Personal Training'. Our circuit classes and bootcamps are not so much on a personal level but we still engage as much as we can with the clients. If someone is slacking or needs a bit more motivation than others, then we are there to help and urge them on. The gym environment is relaxed and everyone gets on and feels at ease when they attend.

How do you retain your members? By giving them more than they have paid for. We go that 'extra mile' on a daily basis and we pride ourselves on being the best we can at a very affordable price. It's not unheard of that we would buy birthday presents for clients and even their children, we do a lot for local charities in the area and we give 100% to each and every client who walks in the door.

How are you promoting your brand and marketing your gym? Our clients have the option of purchasing either a t-shirt or hooded top or both when they sign up. This way we get good publicity outside of the gym. Also, we are big lovers of social media and we upload absolutely EVERYTHING from success stories to gym fails to information about classes and times available.

What is your biggest success story? Our biggest success story is that we are the busiest personal trainers in the local area after all these years. Most of our clients have been with us for 2, 3, 4 and even 5 years. Without our clients we would not be where we are now and for that we will be forever grateful.

80 year old Alice McEvoy is a member at Crilly Personal Training. Alice, who has been featured in The Irish News and on Irish TV of late, tells us a little more about why she loves Crilly PT. What inspired you to take up gym membership at the age of 77? I worked as a nurse until I was 77 and then decided to retire. I had a busy life up until then and even though I still did after retirement, I decided to make use of my little bit of spare time and join a gym or should I say Crilly Personal Training. My Son Richard had been plaguing me to go to the boys for so long and eventually I have. The rest is history and now you can call me addicted, gym-lover or whatever. Why did you decide to join Crilly's gym as opposed to another gym in your area? My son had been going to the boys’ circuit classes and he highly recommended them. In all of my 77 years I had never stepped inside a gym let alone think of starting and so I had nothing to go by. It was a clean slate. But, what I did know was that I didn't want to do any classes were I would be one of a crowd and so that's why I opted for the personal training. How would you describe Crilly's gym to your friends? Friendly and welcoming. Everyone gets on with one another and the atmosphere and the music is uplifting. Even on days that I don't feel like going I know that the gym and the boys will make me feel a lot better. What's the 3 best things about Crilly's gym?  I love the 1-to-1 personal training. I get a lot out of it, more so than if I did classes  The boys are very approachable and cater to everyone's needs  PT sessions are only 30 minutes long. I do it twice weekly and that suits me because half an hour doesn't eat too much into my morning's

November 2016



THE YOUTH OF TODAY Teenagers are becoming increasingly interested in fitness so how can you and your gym cater for their needs? With a growing obesity epidemic, statistics now show that over a third of children in the UK are classed as overweight or obese. We spoke to three experts to give you the lowdown on youth memberships, effective ways to get more kids and teenagers off the sofa and into the gym, and the skills needed to work with this age group.


November 2016


Richard Merrick, Group Fitness Manager for Freedom Leisure: “At Freedom Leisure our offering for the youth market is very diverse depending on the needs of the local community and the resources available. A large majority of our facilities are dual-use sites, so we work in partnership with the schools to ensure we can offer their students a fitness programme that is fit for purpose. We also offer specific gym sessions and classes just for this age group across our sites. Our younger members tend to favour the gym itself, as it’s a chance for them to socialise and get used to the environment.”

wanted to lift free weights, but many were using them without adequate proficiency. Rather than ban them from the free weights area, we decided to give them the chance to learn the right skills and teach them how to respect the weights and observe gym etiquette. There are many health benefits for teenagers using free weights correctly, including strength, coordination, bone, muscle and tissue health and improved athletic ability to support sports they play. Psychologically it can also help build their self-confidence and self-awareness.

“Over the past year at Crowborough Leisure Centre we’ve been running a specific junior strength club. As part of an 8-week course, which is open to anyone aged 14-18, we teach them important safety skills so that they can lift weights correctly without damaging themselves. Our qualified trainers then give each of them a personalised programme to follow under supervision with strict guidelines on weight loading. The staff monitor this on a daily basis and regularly check with individuals that they are not just lifting correctly, but also keeping within the weight limits set. We were seeing so many teenagers who

Ensuring that our staff are fully qualified to work with this age group is very important to us and all of our sites that accommodate this age group have staff that have undergone specific training. Our training arm, Freedom Leisure Training, runs a specific training programme which has been developed in partnership with Active IQ. As part of their training, all staff on the programme learn about how physiological and psychological issues faced by teenagers affect their ability and motivation to exercise. We hope that by engaging with youngsters, we can encourage a healthier lifestyle among this age group and into adulthood.”

Our qualified trainers then give each of them a personalised programme to follow under supervision with strict guidelines on weight loading November 2016


Spotlight Robert Buckley, Operations Director for Northern Ireland at Pulse: “Pulse operate a chain of clubs that provide teen offerings, but our most successful blueprint is Greenvale Leisure Centre where we offer a diverse programme for the youth market. Younger generations can access our facility in a variety of different ways, whether that’s via our pay-as-yougo option, through one of our holiday camps or via our household membership offer. The household membership offer has been a fantastic initiative to get more families and young people into our facility; for just £380, up to six people living at the same address can access our facility for the entire year.” “We provide a whole range of different activities specifically aimed at the youth market which includes our popular afterschool class programme. The programme allows children up to 16 years old to try activities including badminton, rugby, football and squash amongst many others. From Monday to Friday between 3.30pm and 5.30pm we run instructorled CV gym sessions for those aged between 12 and 16. On weekends we also allow this age group into the gym provided they are accompanied by a responsible adult. We also offer a variety of swimming sessions as well as studio classes.” “We currently have around 3,000 teenagers using our leisure centre every week on a regular basis, and giving them access to our adult gym has proven to be the most popular form of exercise. Harnessing and gaining an interest in exercise at this age is crucial; if we can show them how exercise can be fun and easily fitted into their everyday routine, then it becomes much easier as an adult.”


November 2016

Jack Shakespeare, Head of Training and Development for Fit For Sport: “To run a successful youth fitness programme it is key that the staff working with the youngsters have the necessary skills to be able to relate to and empathise with them in order to maximise retention. Instructional staff should hold and maintain a relevant safeguarding qualification (renewable every 3 years for best practice and updates) and should also have completed the Level 2 award in Adapting Fitness Instruction for Adolescents. “It’s important to remember that personality is everything when working with children and young people. So you’ll want to hire staff who can get on with young people. Knowledge and technical competence is important (young people know when you don't know what you’re doing!) but enthusiasm, sincerity and adaptability are all equally vital for success. “As an industry we must address the needs of youngsters and training and CPD needs to focus on understanding the motivators for adolescents to be physically active as well as the physiological drivers. The soft skills such as communication and building a rapport with this age group also need to be worked on, with an emphasis on understanding the transitions that teenagers are going through both physically and mentally, It’s also important to know what drives them socially - ie their sense of belonging, peer pressure and body image. Current qualifications do not include safeguarding training, but at Fit For Sport we embed this into all our qualifications: I’d like to see this as a common theme across all qualifications regarding working with young people.”


Teen Tools It's also important to think about what sort of equipment to have in your club to attract the youth market. Bodyweight exercises and CV equipment including treadmills, bikes and cross-trainers are an obvious choice for teen workouts, as their developing bodies should not be overloaded. However, carefully selected functional kit can capture their imagination and help trainers teach good technique. Starting with low weights and building up gradually in line with a teenager’s strength, ability and maturity allow for rewarding progression. Interactive equipment is also a clever choice for teens who will relate to the technology and enjoy the feedback and fun element. Such equipment can be used to enhance key motor and cognitive skills and be enjoyed by all ages, abilities and activity levels by offering a range of games and training concepts to challenge both the body and the mind. Using their expertise in the interactive fitness market, Pulse recently provided a number of the latest high-tech pieces to offer visually engaging and entertaining fitness options to the Mickii Edwards Weight Loss Academy in Blackburn. Three pieces of interactive equipment were installed as part of the project, including the iDance2 Multiplayer System, which provides a fun and challenging group exercise dancebased game, and the Nexersys Ultimate Cardio Machine, which offers full body, interval training using boxing moves – one of the fastest growing sports in the country. Spin bikes with SPIVI technology also create an interactive cycling experience for users, featuring 3D scenery and a real-time leaderboard. By generating friendly competition, children can be inspired to push themselves and have fun to the point where they forget that they are actually exercising.

Top tips:  Think carefully about opening up your doors, says Merrick. “You need to manage the balance between the needs of your younger members and your adult membership. Be prepared that it will take time and resources to manage and get right but once you have the processes in place, teenagers can add energy and a buzz to your site.  Never patronise them – speak to them as you’d want to be spoken to.  Make sessions fun and interactive – “This age group can get bored very easily so we like to switch our offering every 12 weeks and bring in new classes,” says Buckley  Employ engaging staff who can deliver the sessions confidently, but also professionally – remember they will be a role model at all times.

November 2016



Marketin Sean Greeley highlights four steps to finding the right clients for your fitness business Are you tired of investing your time and energy in marketing that just isn’t getting the job done? For a lot of fitness business owners, consistently attracting the right clients to their business (and keeping them) is an ongoing struggle. But you don’t have to put up with marketing that doesn’t get the job done. Here are four steps that will help you consistently turn cold contacts into satisfied referring clients.

01 Know Your Target Before you do anything you need to get clear about a few things:  The perfect client you want to attract  A positioning statement that distinguishes your business from competitors  Messaging that connects emotionally with your prospect  Compelling offers that give your prospect a reason to respond  If you don’t know how to identify the type of people that you’re trying to bring into your business, you’re never going to be able to create marketing that speaks to them and get a prospect to take action.


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ng master 02 Attract Traffic There are three main strategies we teach our clients how to use to reach the prospects and targets they want. They are:

Advertising Advertising is great option for attracting prospects because you have direct control over it. And it doesn’t have to be expensive. You can start as low as a £10 budget. But before spending any money on ads, you must:  Know your numbers  Set your goals  Understand your target market  Craft a strong positioning statement  Have a compelling offer  Choose your media

Networking/Partnerships Networking isn’t just about going to events and meeting lots of strangers. You’ve got to take the next step and develop those relationships. The goal of networking is to:  Identify and develop referral partners  Build your list of contacts  Become the go-to person

Social Media Social media has created a great opportunity for you to market your business, for little to no cost, and drive some serious results quickly. Here are three tips to crush your social media marketing:  Share great content  Engage your network  Focus on personal connections and building relationships and get a prospect to take action. November 2016



03 Capture Leads Once you’ve attracted traffic to your fitness business, you’re just getting started. You need to take the next step and capture their contact information so you can continue the conversation. Some of the best places to do this are your:  Landing page  Phone script  In-person script and sign-up sheet Once you have the prospect’s contact info, you can add it to your database and communicate with them consistently over time, which is crucial to your success in the next phase.

04 Nurture Prospects Alright, you’ve attracted some prospects and captured their contact information. But if they don’t immediately buy, what’s next? This is where a lot of fitness business owners fail because they don’t put in the time and effort required to nurture. But if you think that it’s not worth your time to nurture prospects, you’re wrong. Dead wrong. On average, 81% of sales happen after 7 or more contacts. And 85% of the time, fitness business owners stop after just 1 or 2 contacts. You could be missing out on valuable sales because you aren’t nurturing you’re unconverted leads….or you’re not doing it the right way. You can easily create an automated campaign with these two keys to nurturing prospects: 1. Indoctrination Emails 2. Valuable Content:  E-newsletters  Workshops  Facebook live events  Blogs In summary Rock-solid marketing isn’t about finding the fastest way to get clients in the door. It’s about finding the best way to get the right clients in the door month after month. And it doesn’t have to be an overwhelming chore that you keep pushing it off. With the right systems in place, you’ll become a marketing master and consistently turn cold contacts into the prospects you love to work with. Go to https://www.netprofitexplosion.com/ GymOwner/ to learn more about how you can crush your sales and marketing goals month after month!


November 2016

NPE CEO, Sean Greeley has an unrelenting passion for supporting entrepreneurs and growing businesses. For nearly 10 years, NPE has grown to serve over 25,000 fitness business owners in 95 countries. The company has 3 offices in Orlando, London, and Sydney and has been listed 7x on the Inc. 500 list of fastest growing, privately owned US corporations. Visit www.netprofitexplosion.com

November 2016



Fit Kit Serious Body Ammunition Launched at BodyPower, Bullet proudly introduces the next generation solution for fat burning potential and phenomenal training intensity with its two flagship products - Thermoloaded Fat Burner and Atomic Pre-Workout. Bullet is scientifically formulated and perfectly balanced to provide extreme firepower when fighting fat and maximising training potential. Equip your members with the only ammunition they need to incinerate fat, amplify blood flow, enhance recovery, ignite metabolism and increase energy. Both product cartridges contain 50 capsules each. Find our more and order online at www.bulletreloaded.com.

Dr Zak’s High Protein Flavoured Peanut Butters

Available in 10 varieties including Salted Caramel, Chocolate Fudge Brownie and Sweet Banoffee Pie, Dr Zak’s High Protein Peanut Butters are packed with the highest quality whey protein isolate. All the spreads are high in fibre, naturally sweetened, contain no preservatives and deliver 7g of protein in every 20g serving. To top it all off, they are


November 2016

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

palm oil free, Vegetarian Society Approved and are all made freshly in the UK each week! Contact: info@dr-zaks.com

Peck high protein drinks Peck is the first drink to deliver 30g of protein by infusing fruit juice and stevia to a blend of free range egg whites and soya milk. All the drinks are low in sugar and fat, and designed to give a clean, natural, great tasting product to fit with people's goals across all training methods and sports. Not everyone has to be an athlete to enjoy protein drinks! Visit: www.PeoplewhoPeck.com

TRX® Duo Trainer™ TRX®have launched the Duo Trainer™ to the UK market. The TRX Duo Trainer’s dualancho- point design opens the door to a wide range of additional hanging exercises such as pull ups, dips, muscle ups. Modelled after classic gymnastics rings, the Duo Trainer consists of two independent anchor points, allowing you to tap into specific levels of strength, mobility, endurance and flexibility. For more information visit www.fitdist.com


Jordan’s CorMax training bags

For a totally fresh and contemporary workout with a twist, add the CorMax water-filled training bags to your daily sessions. The CorMax bags offer the benefits of a standard training bag, but add a splash of difficulty to challenge every muscle in your body and more specifically, your core. The bags are filled with water, which moves erratically, forcing your body to adapt and use muscles in a way you’ve not used them before. The bags are super tough, so they won’t break with air cushioning to easily absorb the impact of drops and won’t damage your floor. Visit www.jordanfitness.com

Good4U’s energy boosting Super Bites truffles

Good4U’s newest energy bosting range is packed with functional ingredients, making it the perfect pre/post exercise snack. These tasty little raw seed and fruit truffles pack a powerful nutritional punch and are available in 3 delicious flavours, Cocoa & Orange, Coconut and Banana & Cocoa. Each packet is full of honest, wholesome and nutritional goodness. Super Bites are gluten and dairy-free, rich in calcium and fibre and contain absolutely no added sugars. Pick up this vegan friendly range in Asda for just 85p or visit:. www.good4u.co.uk

HD Resistance Tubing

Boudavida apparel

Physical Company, provider of Complete Fitness Solutions, has launched a range of HD Resistance Tubing with four resistance levels to offer a fast, effective and simple way to stay in shape in the gym and on-the-move. Offered as a lightweight, portable alternative to dumbbells and kettlebells, the tubes have plastic handles for improved grip and sturdiness, priming them for heavy duty use. The range comes with a number of accessories to maximise workout options.

Sports and active wear brand Boudavida has launched, with an inaugural range created by real women for all women, and an ambitious goal to raise over £50,000 for grassroots women’s sport it its first year. For the initial range, Boudavida’s design team has sourced a selection soft-touch, high-stretch fabrics that wick away moisture from the skin, and dry quickly making them perfect for the performance, fit and overall comfort of the clothes.

Visit: www.physicalcompany.co.uk

View the range at www.boudavida.com

November 2016



ASSET FINANCE Financing your gym equipment isn’t as complex as it might sound, read our step-by-step guide to find out more Words: Kirk Smith

With the fitness industry growing year on year, your business needs the support to maximise its potential and the fantastic opportunities arising. Indoor trampoline parks, for instance have been taking the UK by storm in 2015/16 and require sizable investment. As well as keeping up with new trends, gyms are having to frequently change the mix of apparatus to accommodate an increasing age range of membership. Owing to the problems in our national health system, doctors and the media are constantly putting emphasis on the need for all ages to lose weight and get fit on the basis of prevention is better and cheaper than the cure. Having the opportunity of increased membership and greater numbers using the premises also means more wear and tear – straining the cash flow must always be avoided. Fortunately, there are specialist solutions to take the stress out of finance for your business. In recent years there has been a major change in how entrepreneurs fund their businesses. Gone are the days when business owners were dictated to by their ‘lender’. These days there are many options and alternatives to the high street bank. In fact, it is not good practice to use your bank for your business funding, as maximising the use of overdraft facilities can leave your business vulnerable, especially if any unexpected changes are made to the facility.


November 2016

Trends All encompassing If you’ve not used asset finance before, you’ll be surprised at what can be funded. In addition to the latest exercise equipment, anything from flooring, lockers, vending machines, catering equipment and changing facilities up to complete fit-outs in excess of £100k can all be financed. Asset finance is the most popular method of financing new equipment today.

Just a few of the many benefits Instead of feeling you have to look for the cheapest kit, using finance means the top spec and quality equipment can be purchased that might otherwise be unaffordable. This in turn should produce increased profits from offering your customers use of the best quality equipment. Alternatively, you might be able to afford to buy your purchases outright, however before making that decision there are a few considerations. For instance, there are usually significant tax advantages which should be discussed with an accountant. With asset finance, payments are fixed, regardless of any changes to interest rates and inflation, so it’s easy to budget. Most importantly, cash flow is protected, enabling you to save it for wages, bills, staff training and advertising etc as well as the expansion of your business or replicating in another location. Keeping plenty of slack in your cash flow creates business opportunities.

Applying for finance

Be sure to choose your equipment from a reputable supplier. This is very important to a lender, who won’t want to see the equipment failing soon after delivery! They will want to know that you have guarantee and service back-up from your supplier. Many finance agreements can also include maintenance contracts.

You can expect to be asked by a lender to provide some straightforward information. Firstly, you need to be prepared to give permission for you and your fellow directors or partners to be credit searched. If none of you are homeowners, consider asking a relative or friend to act as Guarantor – you don’t necessarily need to be a homeowner to be accepted for finance. Secondly, you will need to provide some financial information – for a start-up business, 3 months private bank statements and for an existing business, 3 months business bank statements, along with your most recent accounts. A lender would like to see a business plan for a new venture or any useful comments and background for an established company. All very straightforward and undemanding considering how quickly you will be advised of your successful application.

The equipment is then leased to you for the agreed term, usually three years, during which time you treat the goods as your own, transferring title of the goods at the end of the contract period.

Remember the days when you waited weeks or months to be told whether the banks thought you had any chance of succeeding. These days it’s the entrepreneur’s marketplace and alternative lenders are positively looking to support you.

How it works A finance lease agreement is the most common contract type. You decide what equipment you require. You decide who the supplier is. You negotiate the purchase price with the supplier. On submitting your information, it’s reasonable to expect a funding decision on the same day or within 24 hours.

Kirk Smith is founder and chairman of Armada Asset Finance, providers of equipment finance to the fitness and leisure industry for over 40 years. Armada fund all types of equipment to start-ups and established businesses like yours from £2000-£100,000. To find out more visit armadaassetfinance.com

November 2016


Advertising Feature

GET YOUR CASH FLOW FIGHTING FIT As the UK’s leading equipment leasing and finance facilitator, Johnson Reed have helped hundreds of gym and leisure businesses around the UK acquire the equipment they need, without having to use precious capital or battle with unsupportive banks.

NEW START? Having operated in the gym and leisure industry for over 15 years, Johnson Reed have a vast knowledge of the industry and understand the challenges business owners experience in the early stages of trading; in particular, forming a comprehensive business plan, juggling set-up costs and managing cash flow. Oswestry-based strength and bodybuilding gym, Evolution Strength, was a new venture for Director, Jimmy Hayns. Keen to put great quality equipment at the centre of the gym’s appeal, Jimmy approached Johnson Reed for help financing 70 units of both new

and refurbished fitness equipment, providing a 1:4 member to equipment ratio, as opposed to the average gym’s 1:14. There’s a distinct lack of financial support available from traditional lenders, like banks, for new-start ventures, but Johnson Reed take a different approach and focus more on the impact modern equipment has on attracting members. They understand that the start-up stage of a business is the most crucial time to protect capital. With their ‘common sense’ approach to underwriting and access to a wide pool of lenders, they were able to facilitate the finance for Evolution’s equipment, minimising any upfront costs and spreading the remainder over a fixed period. “Out of all the people I dealt with throughout the start-up process, Johnson Reed were probably the most straight-up,” said Jimmy, “They made the whole process really simple.”


remain at the forefront of our competitive market.

Whether you’re looking to branch out to new territory, extend the range of equipment you currently provide, or replace aging kit to compete more effectively, Johnson Reed can source finance for 100% of the equipment and project costs.

The Gym 64 model has been such a success that Johnson Reed also helped them open a second site in Kirkcaldy earlier this year.

They liaise with your chosen supplier, and make the project run as smoothly as possible so you can focus building your business. Having first helped Gym 64 kit out their first site in Dunfermline five years ago, they recently helped them replace the entire range for the latest editions -essential to continue to attract membership and

EXPANSION/100% FIT-OUT Fast access to cost-effective asset finance can be useful regardless of the size of your operation. Leasing can help you preserve capital to use in other, more fluid, areas of the business, or simply provide a buffer for cash reserves. For years, Johnson Reed have worked alongside the Active4Less franchise, financing upgrades and new sites across the country. They have helped finance a wide range of cardio and strength equipment to meet the increased demand for state-of-the-art kit, 26

November 2016

“Johnson Reed have been instrumental to our growth,” said Director, Alan Goodsir, “The finance is always approved quickly, leaving us to focus on building the Gym 64 group. We had no hesitation leaning on them again for our Kirkcaldy site.” The fixed monthly repayments are spread throughout the equipment’s working life, meaning it is essentially paying for itself! With over 1300 members already signed up, Gym 64 Kirkcaldy is on track to break even on their investment- a target they would not reach so soon had they purchased the equipment outright.

as well as several mezzanine floor builds to create space for more workout stations and help increase gym capacity. Amongst the diverse range of kit, they also sourced finance for Boditrax body composition machines to help members and personal trainers monitor and improve health. Banks often let businesses down due to a lack of ‘residual value’ in the assets. Johnson Reed understand that your fit out is not only a base for your operation, but also a branding tool and (hopefully) a pleasant environment for both employees and customers alike, which is why they have a real appetite to fund everything from first-fix air conditioning to the membership software that helps drive sales.


JUST LEASE IT. EQUIPMENT FINANCE TO HELP GROW YOUR BUSINESS Working in association with the UK’s leisure and fitness industry, Johnson Reed offers a quick and simple method of financing gym equipment. Unlike traditional banks we are able to fund all of your installation, thus maximising your tax position and cash flow.








Call: 0161 429 6949 www.johnsonreed.co.uk info@johnsonreed.co.uk | Bridge House, Newbridge Lane, Stockport SK1 2NA | F: 0161 429 6959

PT Viewpoint

HOW TO BUILD TRUST AND RAPPORT WITH YOUR CLIENTS Ben Brooke provides advice on retaining your clients for longer and changing their lives for the better Words: Ben Brooke

A lot of people want to be good personal trainers, but what some don’t understand is how important the personal side is. If your goal is to retain clients and guide them through a programme that improves their health then it’s vital to build a personal relationship. You’ll often find that the trainers who have a high turnover of clients are the ones who don’t take the time to really go that extra mile. Here are some different ways to build trust and rapport so that you keep your clients for longer and help to change their lives for the better.

Be happy! This may sound obvious, but showing off a cheerful front and smiling when you see your clients can go a long way to having a positive effect on their mood. Let’s face it, they’re preparing to be put through an energy-sapping workout, so a positive vibe from the trainer can make a real difference. It also helps if you say their name when you greet them, as this is proven to be an easy and effective way to make your client feel special.

Mirror their actions By mirroring the actions and gestures of your clients you’ll be relating to them and opening the door for quality communication. This also helps to create a subconscious bond. It can really help if, for example, they’re stretching at the start of a workout and you stretch with them. Use this technique intelligently to really boost your relationships with clients.

Have fun Personal training can involve some grueling, hard exercises that really push your client’s body to the limit. It’s important to work hard, but that doesn’t mean you can’t have fun while doing


November 2016

so. Remember, there’s a good chance your client has had a stressful day and they need to feel like they’re unwinding. Creating a positive environment with lots of laughter will make your training session fly by. It also reinforces the fact that exercise provides more benefits than just physical ones.

Physical contact Small gestures like a handshake when you see your clients, a pat on the back or even a fist-bump can really help when it comes to building relationships. Physical contact is known to promote the idea of safety and care, just remember to stay within respectful boundaries.

Find some common ground If you have a new client and you’re finding it quite difficult to keep up conversation then try to find some common ground. Chatting about their hobbies or interests is bound to bring them out of their shell a little bit. Are they wearing a t-shirt that gives you a clue about what they like? Where do they come from? Use little signs like this to spark up an interesting conversation that builds your relationship.

Fitness over 50

The elementary approach to fitness Chris Zaremba outlines some simple rules everybody can follow to achieve fitness-up and fatness-down goals

Over the years, I’ve met a lot of people in my age range (50+) that want to both increase their fitness levels and reduce their fatness levels. I find there is a wide range of levels of interest in the detail of fitness from these people. Many of those are happy to take it to a highly-detailed level of talking numbers of calories, grams of macronutrients, day-long eating time schedules and detailed resistance workout and cardio agendas. I call this group the 'number-crunchers', I love them and indeed I am one myself. But there's another, larger, group who want general guidelines on a healthier lifestyle, they are happy to be not as focused as the earlier group, but are keen to have guidelines or rules that will help them achieve their fitnessup and fatness-down goals. For this group, I have devised some simple rules to follow, designed to be Elementary - in more ways than one. There are three parts to the approach, each of which has just two words. So, six words in total. Just following these six words has the power to change your life forever.

November 2016


Fitness over 50 Eat Less Most of the Western world tends to eat too much - and a considerable benefit would be obtained by many by simply reducing the amount eaten, alongside an increased movement level. That really will do it. Here are some further guidelines on this, if you want more: 1. Within this 'eating less' approach, add in a view to 'eat better'. Cut the total amount overall, but within that, keep the protein and fibre up, and the sugars and saturated fats down. Don't try to eliminate the saturated fats completely, the body needs some, but only have those that come with protein attached. 2. Try to plan your day’s eating every day. Think of what you are going to eat, and approximately when, over the remainder of the day. And if you have the keenness to do so, it's best to write that plan down. 'Plan your eats, then eat your plan', sums it up. My preferred plan usually has breakfast, morning snack, lunch, afternoon snack, and dinner at three-hourly intervals – which neatly gives me the 12-hours of eating in each 24 – plus an extra feed straight after a workout to make 6 meals a day. What’s that 12 hours eating in 24 about? Read on... 3. If you decide to eat something that you know you shouldn't, make it worth it - quality not quantity, is the guideline here. A glass of good wine to replace several of standard stuff, or maybe a pint of craft-brewed ale with natural ingredients rather than a few of the amber fizzy stuff. Same for bread, too. But don't be a diet bore - if you're going out to a social function, enjoy the event, try to follow the guidelines - and if you've planned your day well, then you have probably eaten less earlier in the day to allow for a few excesses at the event.

Exercise More The body is happy to accept exercise in any form going to the gym and formal training sessions isn't the only form of exercise that counts. Your body actually wants to move, to exercise, it's only your brain that's advising you differently. 1. Try to get some cardio in your life as a regular session – that’s a brisk walk, jog, bike ride, cross-trainer, something that gets your heart rate up for around 20-40 minutes. An ideal time is pre-breakfast, as this is the best time for the body to supply fat as a fuel. In addition, later in the day put in a resistance or weight training session on two or three non-adjacent days per week. There are many examples of exercises available, including on my web site, and try to include exercises for the major muscle groups of the legs, chest and back. 2. Progress incrementally, but do progress. If you can do 8 good repetitions on one exercise for example, then try 10 next time. And if you do that, try 12 the time after. Then, with success there, increase the weight but drop the repetitions to 8 as your target next time. To do this, record your exercise progress, as recording your data is key to the week-on-week encouragement this gives you measurement is motivation. 3. F  ind exercise activities in your daily life - walk up stairs rather than taking the lift, maybe walk rather than drive for a short journey - and if you are walking, do it briskly if you walk 40% quicker than before you will burn 40% more calories per minute! And you get to where you are going earlier - where's the downside in that?


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Fitness over 50 Extend Nights The body's primary fat burning period is overnight, specifically the period between a few hours after eating the last meal up until when calories are consumed again. This period is gold dust to the keen fat-burner, make use of it by following these three guidelines:

And to remind you of the three big areas, it really is Elementary:

1. C  reate a 12 hour gap between consuming calories. So if you ate dinner at 8pm, don't have breakfast (or any other calories) until 8am. If you know you have an early start tomorrow and have to eat breakfast at 6am, then tonight's eating and drinking should be done by 6pm. 2. G  et some light/moderate calorie-burning exercise in for some part of the 11th hour of those 12. So once you wake up, go for the 20-40 minute cardio I mentioned before. Nothing intense or anaerobic that is going to demand fuel from other than your fat reserves. 3. H  ave some coffee before that morning exercise. No sugar or milk, of course, as they contain calories and that would break the 12-hour no-calorie guideline. But the caffeine in black coffee is fine and acts both as a stimulant and helps the fat cells release fat to the bloodstream for use as fuel. That's it, just those three guidelines. There's much more I can say about each of those points, but the above is all you need to get going. Also, if you can't follow this on every day, then do it on some; the higher percentage of days that you can do this means the quicker you will obtain your results. The best thing about the Elementary Approach is that it works. I have used it on myself with success, and have a range of clients using this approach, and they have either achieved their targets or they are well on the way to doing so.

Read Chris’s thoughts every month here in Gym Owner Monthly. He welcomes comments and questions at Chris@FitnessOverFifty.co.uk

Chris Zaremba is 59, and has made a massive transformation in his life. He has lost over a third of his body-weight over the past few years, moving from being obese with medical-alert bodystats to becoming a fitness model and winning world championships as fitness model and muscle model for his age group. He has developed his own detailed workout system and package for this – which he follows to this day – and is available for you to purchase. It is called the ABC7 System, as the first three workouts are Arms, Back and Chest and the number 7 comes up frequently in the programme. It’s available from Chris for £49, which includes full documentation, spreadsheets, over 120 videos of different exercises and

more than 250 photos. All suitable for whatever age you are! You may – or may not – want to follow in Chris’s footsteps all the way onto the fitness modelling stage. Either way, following the System should help you up-the-fit and down-the-fat, and achieve a real improvement in all your fitness measurements and activities. And see the difference too! Send an email to Chris@FitnessOverFifty.co.uk if you want to order the ABC7 System. November 2016



THE BABY BOOMER BOOST Attracting and keeping members in their 50s, 60s and beyond is increasingly important to gym owners as staying active into older age continues to be a priority for the nation’s health. And what better way to show older members that the gym and group exercise studio are every bit as suitable for them as for younger members, than having personal trainers and fitness instructors of a similar age? Words: Katherine Selby

Baby boomer trainers don’t only show how it’s possible to be fit and focused in your later years: they can also be very encouraging role models and bring a whole host of skill, inspiration and motivation to the industry. One of the UK’s leading training providers, Future Fit Training, has seen over 100 graduates over 60 in the last two years. “Older students bring life experience to their work which is very valuable,” says Paul Swainson, Head of the Future Fit School of PT. “Having faced these issues themselves, they are in a great position to advise clients how to overcome their barriers to success.” 32

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Spotlight Empathy Certainly the empathy of older trainers is highly valued by operators as Richard Merrick, Freedom Leisure Group Fitness and Wellbeing Manager, observes. “Older trainers understand the health complications faced by older members. For example, one of our instructors has had heart surgery and another a hip replacement, giving them a unique insight into these conditions.” Rick Crawford, Fitness Innovation & Development Manager at Nuffield Health, agrees. “Older personal trainers are better placed to empathise with older members and often connect better than their younger counterparts.” Mark Talley, Group Fitness Development Manager at Everyone Active, also agrees but expresses caution too. “We must be careful to avoid drawing on traditional stereotypes. We have many older trainers who connect with our younger members and numerous younger colleagues who work really well with older members.”

Inspirational This is an interesting point as one might imagine operators appoint older trainers to serve their older members. “Without a doubt older instructors appeal to older members but we find younger members are completely inspired by seeing someone in their 60s looking so fit and they respect them for having walked the walk,” says Richard. At Future Fit Training, Paul has trained a number of retired professional sports people who want to be PTs and pass on their highly-valued knowledge to the younger generation. Rick points out that, on its own, the age of a PT is not a factor. “We are looking for experts who support and motivate our members, however old they may be,” he says. And Mark agrees stating emphatically that “A good instructor is a good instructor regardless of age.”

Inclusive Nevertheless when Mark and Richard take potential members around a site, they actively seek to show its suitability. “One of our sales procedures is to introduce an older prospective member to a colleague or other member who they can relate to thus easing any anxiety,” says Richard. “Having older instructors helps us demonstrate that we are inclusive and can offer an opportunity to work with an instructor that people best identify with,” says Mark. Echoing this sentiment Rick says, “Having older members in our fitness teams can go some way to do this showing that clubs are not just for the young.”

'We are looking for experts who support and motivate our members, however old they may be'

Corporate runaways The majority of older trainers have worked in the fitness industry for many years, upskilling and adapting with the changing trends. Their wealth of knowledge and extensive experience are highly valued by operators and members alike. However, Paul is seeing a steady influx of ‘corporate runaways’ coming to Future Fit Training. These successful professionals and executives seeking a new career in fitness bring an altogether fresh approach. “Corporate runaways can be great as they bring fresh skills and knowledge to the job,” says Richard. “Those coming from high-powered executive jobs bring fantastic organisational, management and IT skills with them,” he says. They also bring fresh energy to the gym according to Rick. “People who commit to the fitness industry in this way very often do so because of their passion for fitness and purpose to help people: they bring a different and helpful perspective to a fitness team too,” he says. Coming to a new industry later in life can bring insecurities which Paul is quick to dispel. “I often speak to people who are concerned that their age will be a disadvantage in the industry thinking it’s a ‘young person’s game’, but they soon learn to appreciate the value of their experience and skills.”

Opportunity Paul believes there’s a ‘massive opportunity’ for older trainers while Rick sees this big opportunity as attracting an older demographic to the fitness industry. Whichever way you look at it, the next generation of older generation trainers is looking promising as demonstrated by these four motivational baby boomer instructors. November 2016


Spotlight Bob Halls, 64, works at Everyone Active Mid Suffolk Leisure Centre Bob joined the fitness industry 16 years ago after retiring as a PTI/Self Defence instructor in the Police service. He was the first Phase IV Cardiac Rehabilitation trainer in Suffolk and gained national recognition by winning the 2011 Future of FLAME award. He instructs a few specialised classes and clients and his work predominantly revolves around training,

Jasmine Richardson, 58, works at Freedom Leisure Littlehampton Swimming and Sports Centre Jasmine has been a gym instructor for 20 years and teaches aqua, step, ball, circuits, body conditioning and supple strength classes. Her groups vary in age from teenagers to people in their 80s. Jasmine believes her age is an asset as she has a great deal of experience.

Pat Baker, 66, trained with Future Fit Training Pat has been a fitness instructor for 28 years and has always worked in the community at village halls. She started with aerobics, mastered Step and then focused on Pilates for a while. Today Pat teaches aerobics classes with a body conditioning element and Pilates-based exercises to finish. Her class members are aged 50-80. She is proud to

Norman Brown, 67, works at Nuffield Health Fitness & Wellbeing Centre in Warwick Norman has been a fitness instructor since 2012: before that he worked in the hospitality sector as a restaurant development manager and owner. Norman teaches Bootcamp and functional training sessions including kettlebells, sandbags and battle ropes and is about to qualify as a Tai-Chi instructor. He teaches people aged 20 to 70+ in both one-to-one and group sessions. Norman believes his empathy from 34

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coaching and guiding phase IV Cardiac Rehabilitation clients. He also takes ‘Forever Fit 50+’ and ‘Living Well’ dementia-friendly classes. Bob teaches all ages from 20s to 90s including one client who has had a double lung and heart transplant. “I love to see clients achieve their results. Many come to me at what can be a very challenging time in their lives and seeing them improve their wellbeing and health and regain their zest for life is all the motivation I need.”

She says some customers prefer dealing with a more mature instructor who can offer patience and understanding. Having been at the centre for 20 years Jasmine is a familiar face that everybody knows and has built up relationships with some over many years. “I feel privileged that I have been helping so many customers to get fitter and to improve the quality of their lives. I love what I do and I hope that this comes across.”

assemble her own choreography but fears she is in the minority and says freestyle aerobics instructors are in short supply with the more formulaic style risking a loss of creativity in the industry. “I love the groups I teach, some have been with me since I first qualified! I use up-to-date music, we have fun, they work their smiley muscles and my choreography works their brains as well as their bodies.”

having experienced many highs and lows in his career and personal life has helped clients overcome their own problems. Personally, he finds working with a younger fitness team keeps him sharp, competitive and alive. “Changing my career at 55 was a huge decision. I had no idea it would allow me to make such an impact on influencing my clients’ lives: in some cases I’ve identified life-threatening diseases resulting in surgery and medication to control their symptoms.”

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November 2016



THE CHILDHOOD OBESITY STRATEGY‌ WHAT CAN GYM OWNERS DO? In the first of her bi-monthly columns for Gym Owner Monthly, Active IQ Managing Director Jenny Patrickson explores the Childhood Obesity Strategy and considers how gym owners can expand their offering and help make an impact. As I’m sure you will have seen this summer the Government announced its strategy for tackling childhood obesity. Cutting back or eliminating sugar was a major aspect and the food and drinks industry in particular has been challenged to address this. Tackling the problem of physical inactivity among young children is also high on the agenda for the strategy, with a focus on school-aged children. While I completely agree healthy eating and activity habits need to be implemented for youngsters, we need to start earlier than school age. One in five children are already overweight or obese before they start school. So we need to look at ways to reach and engage early years-aged children aged 2 to 4, their parents and teachers. 36

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Taking action to increase the uptake of physical activity is at the heart of what we do and I have had many conversations already about how we can offer support to achieve this aim. The will is there but many are not sure how to implement an early years plan or who to turn to for training and guidance on reaching very young children and their parents. The Childhood Obesity Strategy falls far short of offering such guidelines but that’s not an excuse for us to sit back and wait for something more: we know we have a responsibility to help early years practitioners and parents guide children towards healthy behaviours and an active lifestyle. The ukActive Kids Forum on September 29 was a welcome start for the government strategy leaders to meet with representatives from our sector. They are beginning to look at ways that we can work together and assist in the implementation of the plan which is welcome because the industry already has enough tools to make a start. Gym owners and managers can make their mark by engaging more children in exercise and activities at their facilities. The chances are that many members of health clubs and gyms are parents of pre-school children; therefore developing a programme to encourage them to bring their youngsters in for activities would be pushing on an open door. We’re not simply talking about having a supervised crèche on site. In order to offer a meaningful programme for youngsters, gym owners must train or recruit staff to be qualified and confident to work with young children. Early Years and Primary School children have specific physical and psychological needs and at Active IQ we offer a Level

2 Certificate in Delivering Behaviour Management and Physical Activities to Children Under 5 which enables instructors to deliver safe, effective and stimulating physical activity sessions to this age group. Upskilling crèche and existing staff with this qualification has a double benefit: their work becomes more rewarding and they can readily influence parents to sign up to new activities as they already have their trust: the door just opened wider. Our most recent qualification which we developed in partnership with the YSD i-Academy is aimed specifically at early years’ practitioners, teachers and parents. The course has been designed to provide learners with the knowledge and skills they’ll need to deliver fun and meaningful physical activity to children aged two to five-years-old. It has been carefully constructed to provide a sustainable approach to physical literacy and address the social and emotional wellbeing of young children in readiness for school. Finally, our Professional Recognition Service works with inspirational gyms and organisations who have sought our endorsement for their young children’s activity programmes. The KidzRfit Hoopstarz programme is a great example and we welcome fresh activity ideas to endorse so that gyms and clubs can demonstrate how their offering is aligned with the Childhood Obesity Strategy. The industry must act now. Firstly to address the current obesity crisis by addressing the issues head on. Secondly, we must commit to avoiding the problem in the first place by not forgetting the work that needs to be done to support the pre-school market.

Contact Jenny at jenny@activeiq.co.uk and for more information on Active IQ visit www.activeiq.co.uk November 2016



‘We have be raising our We talk to John Wilson, Marketing Director at Wattbike How did you get into the fitness industry? I studied Sports Science at Loughborough and was a competitive rower in my youth. This led me to become the winning Head Coach of both Oxford and Cambridge Boat Race crews (1991-94). Around the same time, Concept2 was starting to get some traction. Seeing an opportunity, I changed career path and for next 15 years coordinated Concept2’s UK and European sales and distribution growth.

How do you see Wattbike developing in the UK and internationally over the next few years? Interest is growing as more people begin to understand the value and versatility of an affordable high performance indoor bike. Suitable for stand alone gym floor use, small group training, studio cycling, HIIT training, fitness testing, rehabilitation and PT training - all the indications suggest that we will see strong sales growth in the UK and internationally for many years to come.

What sets Wattbike apart from its competitors? Wattbike has unique cycling performance heritage. It


November 2016

remains the only indoor bike ever to be endorsed by British Cycling and has now been adopted by the UCI World Cycling Centre as their global test, training and talent ID bike. Its’ popularity in gyms and health clubs stems from this heritage and its authentic ride feel, high quality data and technique feedback.

A lot of elite athletes and teams use the Wattbike, does this affect the appeal to the mainstream market? The Wattbike was extensively used in Rio and is now a core conditioning tool within professional sport the world over. As elite sport training principles migrate into mainstream health and fitness we are seeing growing demand in the clubs. Operators and customers want data they can trust and high profile elite sport users both raises our profile and increases our appeal.

How has Wattbike had to adapt to the rapidly evolving technology impacting on the fitness sector? In the fast moving digital landscape we have been busy raising our game with the launch of the Wattbike Hub, a free training and analysis platform made up of a mobile app, cloud storage, and website. It’s pre-loaded with individual workouts and multi-week plans, calculates personalised


een busy game’ training zones and implements them into every session ensuring the user is always training at the right intensity to achieve their goals. The understanding and use of data is key, and we will be continuing to invest significantly in this area.

How do you think indoor cycling will evolve over the next few years? Spinning will remain a mainstay for a long time, but I don’t think it will attract the highly appealing road cycling customer. Road cyclists want to train effectively. They are prepared to join a club but only if the club offers appropriate equipment and good programming. So I see a rise in better bikes on the gym floor, more small group training pods, and a growth in independent cycling studios.

How have the recent changes to the gym market (in terms of budget/ boutique offerings) impacted on Wattbike? We have found a good level of interest from all sectors and that includes budget clubs and boutiques. Sometimes it’s just one bike installed for testing and PT training whilst on other occasions it can be 8 or more. When compared to a treadmill or even a traditional upright bike the Wattbike represents fantastic value for money and that’s a key attraction.

What have been your career highlights to date? Two key highlights come to mind. Playing a role in establishing indoor rowing as a fundamental element of the modern gym landscape; and bringing Wattbike to market and in doing so providing an indoor bike that all customers, including cyclists, are excited to train on.

What are your own personal fitness goals and how do you achieve these? As I’ve got older my goals have changed from being very competitive to being far more health-orientated. I try to maintain a good level of all round fitness and avoid injury. I mix running, cycling, rowing or working out with yoga and walking my dogs. I’m happy with that.

What’s been the best lesson you’ve learnt from the fitness industry? It’s a hard task master. It will quickly tell you if your product is good or bad and what you have to do to improve it. You just have to listen…

'The Wattbike was extensively used in Rio and is now a core conditioning tool within professional sport the world over.'

November 2016



Ask the expert Got a problem you need solving? Our team of experts are here to help! If you have a question you’d like answered, get in touch – email np@gymownermonthly.co.uk

Education Key to Confidence Q. I’m planning to install a functional training zone but I want to ensure it gets footfall. What can I do to make sure members and staff buy into it?

Going digital Q. As more members enjoy technology-assisted workouts, how can my facility support their digital experience? Harry Tetley, Crawley

Kerry Smith, Glasgow

Gavin Whelan, TRX® EMEA Senior Sales Director, answers: Functional training is hugely beneficial and many sites use zones to innovate the gym floor. New areas, with new equipment can drive member footfall but can equally be intimidating to those members or staff who aren’t as familiar with how to use, or teach with them. Start encouraging the mindset within your team first, which means investing in quality education. An educated trainer is a confident trainer, and confident trainers deliver far better experiences for members. A functional space, supported by trainers like this, will retain and attract members. If an area is underused, you can blame poor education. Education isn’t a one-stop-shop and at TRX we design our education courses as a journey, with a progressive training curriculum that integrates other functional modalities, such as kettlebells, sandbags and battle ropes. Learners leave as educated trainers who are not only TRX experts, but can knowledgeably assimilate full workouts, encompassing numerous disciplines, which ensures any functional zone is brought to life. Confident trainers can then create a ripple effect of enthusiasm out to members. Rather than expect people to sign up for group classes, or experiment with the zones themselves, initially you should set up and promote beginner taster sessions on the equipment, as well as run demonstrations in the area as part of all gym inductions, making sure to list the benefits of this form of training. This gives members the knowledge required to feel confident enough to use these areas, and it form part of their routines. Functional training is great for everyone, regardless of age or ability, so no-one should feel that it isn’t suited to them. It all comes back to confidence.


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Leon Rudge, Technology Solutions Manager – EMEA, Life Fitness, answers: The digital winners in most industries master the art of seamlessly merging the digital experience with the physical experience. Firstly, consider how to apply this to your member experience. Going digital offers multiple value streams to both your operations and members. You can enhance the operational experience through the introduction of remote equipment monitoring or preventative maintenance. You’ll quickly see how it can delight the member, create efficiencies and benefit the bottom line. Overcome physical constraints and go beyond the four walls of your facility. New fitness software companies such as membr can help digitise your business with branded, off-the-shelf solutions. For a few hundred pounds a month you can interact with members in new and creative ways. Some of your members have already made a digital decision so don’t force them to use the app you’ve invested in or prefer. Solutions such as fitconnect.io allow you to connect to these members and access the data in one dashboard so you can continue to deliver the great service you provide. Create a clearly defined digital vision so that everyone in your organisation understands why you have employed one. Invest in training and set performance-related goals so everyone is pulling in the same direction to meet these targets. Make sure that every product purchase you make is a smart, connected product; anything that can’t connect to the internet is already out of date. Life Fitness has been keeping stride with technology’s fast-paced evolution through LFconnect™, the hub of Life Fitness cloud technology, and LFopen™, the fitness industry’s first truly open platform. By providing technology-assisted workouts, you can build engaging and interactive exercise experiences for members while maximising your return on investment.

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November 2016



THE POWER Ben Coomber takes an in-depth look at the macronutrient in vogue and asks ‘what is it’ and ‘how do you implement it’? Protein is a term used for a category of compounds found within organic material, with the most abundant dietary sources being animal products like meat, fish, eggs and dairy, (though a not-tooinsignificant amount can also be found in some plant sources). It’s made up of long chains of molecules known as amino acids, which are the vital “building blocks for life” for every organism on the planet. When you eat a food containing protein, your body breaks it down during the digestive process into these amino acids which it can then use to make new proteins for use in muscle cells, hormones, hair, skin, nails and bone. Think of it like getting a bunch of Lego models, breaking them up into individual blocks and then rebuilding them into something else. Protein has a load of different benefits to it (aside from what should now be obvious, namely that it’s vital to ‘make’ just about every part of you). First, consuming protein is the main way in which we can activate a process known as ‘muscle protein synthesis’, which is essentially your body depositing protein into muscle fibres. Activate muscle protein synthesis and you are building muscle tissue, do this over time in combination with a calorie surplus and weight training and you’re onto a winner. And even if you are looking to lose fat rather than build muscle tissue, protein has benefits. Protein synthesis is a way in which your body protects and preserves muscle tissue, not just builds it, which means that eating enough protein is vital for dieters who don’t wish to end up looking like they are auditioning for The Machinist 2. It is also highly satiating, more so than any other macronutrient, which means that it makes dieting far easier. 42

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Murky water All of this is great, and it sounds like a high protein diet is the way to go, right? Well – that very much depends on what you consider to be a ‘high protein diet’, because this is far from a specific term. The government recommend that women have 55g and men 65g of protein per day. That’s around 275 and 350g of chicken breast per day respectively, though realistically because of the tag along proteins in grains, beans and even vegetables, most people will meet this without trying if they eat a stereotypically ‘healthy’ diet. This amount will be enough for a sedentary person aged below 65 (ish) to maintain normal metabolic function and produce all the hormones and hair that they want/need – with older people needing slightly more due to an impaired ability to use protein to do stuff. When it comes to getting the rest of the benefits of protein within a diet, however, you need a little more – and this is where the waters get murky.


R OF PROTEIN Three different answers Ask three different people what a high protein diet is and you’ll get three different answers, because there’s been a great number of different variations on the same theme over the years. To some, a high protein diet means that you eat a lot of meat and little else, to some a high protein diet means you have 40% of your daily calorie intake from protein, and to some a high protein diet means you multiply your bodyweight in kilos by four and eat that many grams. Opinions vary, but the literature is relatively constant. According to the majority of literature, a healthy, young and active person who partakes in some form of resistance training on a regular basis should be having around 2-3g of protein per kilogram of bodyweight. This may or may not be a ‘high protein diet’ depending on who you ask, but it will be a diet which provides adequate protein for any needs, and realistically THAT is what we should be thinking about. Do you go for 2 or 3, or somewhere in the middle? That depends. Generally speaking you’d go higher if you’re lean and dieting, and lower if you’re ‘softer’ and not looking to lose fat right now. Your intake should be dictated by where you lie on that spectrum, but please note that going a little higher than you need won’t cause harm directly.

Your steak just becomes expensive carbs In fact there is no research to date which shows that an excessively high protein intake causes any harm. That’s not to say that it definitely doesn’t – if you take your intake over 4.5g per kilogram per day there is no data, but hypothetically it should be absolutely fine. Generally if you eat more protein than is needed we end up with a surplus of the above mentioned amino acids, and they just get sent to the liver to be converted into glucose and used as energy. Your steak just becomes expensive carbs – no harm, no foul. The only time when a high protein intake would realistically cause an issue is if it was to lead to an imbalanced diet. This could be a lack of carbohydrates or fats, or indeed of fibre and micronutrients if an excessively high protein intake was limiting the intake of these other foods in some way (either driven by appetite or by caloric balancing). Aside from that, we need to consider that my flippant remark about ‘expensive carbs’ has an element of truth to it – protein based foods aren’t cheap and this could impact your food bill quite a bit. Finally, if one doesn’t account for calories and simply eats a bunch of protein, then you’re going to get fat eventually because you’ll be consuming too much food. So is a high protein diet needed? Well, that depends on what you consider a high protein diet. A good intake of 2-3g per kilo can be hugely beneficial, though, and this is what I recommend.

If you’re looking to increase your protein intake, here are my top 5 favourite protein sources to keep in your kitchen at all times – just to make things that little bit easier! 1 – Sirloin Steak Red meat gets a bit of a bashing in the media, but it’s an important source of iron, b vitamins, zinc and magnesium. Sirloin is pretty lean, but not so lean that it’s a pain to cook nicely or a little bland. Serve with veggies and a jacket potato, or sliced on top of a toasted ciabbatta with horseradish for a perfect post workout meal. 2 – Greek Yoghurt Regular natural yoghurt is a great source of calcium, fat soluble vitamins and live bacteria which can be really helpful for digestion, but it’s a little high in sugar. Greek Yoghurt (not Greek Style, that’s a cheap knock-off) has been strained through a muslin cloth to remove a lot of the sugar and liquid, leaving us with a thick and creamy snack which is REALLY high in protein. Opt for full fat if you can fit it within your calorie needs, but fat free is a great option, too (albeit at the expense of some of the nutrients) 3 – Duck Eggs Eggs are considered to be a ‘perfect protein’ due to the ratio of different amino acids present within them being ideal for human consumption. They’re incredibly versatile, they stay fresh for a really long time compared to meat and they’re relatively cheap. Duck eggs are my choice purely for taste, but if you opt for hen eggs make sure they are from chickens raised with the highest welfare conditions that you can afford. This alters the fatty acid profile of the yolk, but it’s also just the right thing to do. 4 – Black Beans Beans are a plant based protein powerhouse. Their amino acid profile isn’t ideal, but so long as you have other protein sources through the day (either whole grains and other vegan sources or any animal based source) your body will make up the difference just fine. Black beans are incredibly cheap, and with a can providing over half of your daily fibre intake in one, low calorie portion, they need to be a part of your arsenal. Add them to stews or a chilli, or simply cook them and stir in some harissa paste for a great side dish for chicken. 5 – Whey Protein Whey protein is sometimes thought of as a supplement, but being that it’s (essentially) fortified milk, and is present in baby formula and custard mix, I think we can safely categorise it as a food ingredient instead. Whey protein is, gram for gram, the cheapest animal-based protein product you can buy, it’s versatile, it never spoils, it’s readily available, it tastes good and it’s rated even better than eggs (that’s right, better than perfect) when it comes to your body being able to use it. Add it to water and shake it up or get more creative and cook with it, the world is your oyster!

Ben Coomber is a performance nutritionist (BSc, ISSN) speaker and writer. For more information visit: www.bencoomber.com

November 2016



Automate y Mike Arce from Loud Rumor explains how to use automated email marketing to connect with your fitness prospects Gym owners know how important it is to have a consistent flow of new members every month. But too often, gyms don’t have really strong automated campaigns that keep those potential new members engaged from the minute they show interest in working out there, to when they finally decide to purchase a membership. Over the past 10 months we’ve worked with over 80 fitness studios and 25 fitness industry leaders, all of which led us to a huge realisation:

Email 1: The Welcome Email The first email your fitness prospects should get after claiming your offer, signing up to your newsletter, or opting into anything, is a welcome/confirmation email. Use this message to thank them for signing up, introduce them to your gym and staff, and fill them in on the next steps in the process. Keep it short and sweet — let them know what they’re getting into, but leave them wanting more. Here’s an example of how that email might look. Notice how the gym owner mentions they’re excited to help the prospect reach their goals:

If you’re a fitness professional, your most valuable resource is time. With that in mind, we've spent the last year learning new ways that fitness studio owners can save time while they still generate new business and keep existing members engaged. Enter automated email marketing campaigns. Studies show email marketing to have a 2X higher ROI than cold calling, and when sent in an automatic series called a “drip,” it’s a completely hands-off way to follow up with people who claim an intro offer or promotion so you can nurture them toward a membership through the sales process. Basically, the automated email campaign does the hard work for you and you don’t have to lift a finger. This means that gym owners can spend less time tied to the phones and more time actually running the business. We built an automated email campaign that generates 200+ leads every month for the fitness studios we work with, and we want to share it with you. We've included 3 automated email templates that you can use for your fitness studio, as well as some pointers for managing your automated campaigns.


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Email 2: The Added Value Email 74% of buyers choose the company that was the first to add value to their business or personal life. Giving people who join your email list something extra that they’ll find helpful shows you’re invested in them personally, which makes them more willing to purchase a membership from you.


your email Choose something that your prospects wouldn’t really know on their own. This can include:  How to recover faster after a HIIT workout  Healthy food to substitutes  Pre-workout snacks  And more Choose something that makes sense when combined with the program you’re selling but is still only one small piece of the puzzle that a membership at your gym solves. Here’s an example of an email with added value that we use for one of the gyms we work with:

If your main focus is to get more bodies in your door, an email like this gets pretty fair results. But if you want to really engage people and get them excited about visiting your gym (and build a membership base of loyal people), that email won’t cut it. The example above focuses too much on the “I” and “me,” and not enough on your potential members themselves. This email reminds them to hurry up and come in not because it’s good for them, but because the sender wants to meet their own goal. The email doesn’t ask any questions. Instead, focus on why it’s good for them to sign up with your gym. Highlight the benefits they’ll get from a membership, and make it as easy as possible for them to buy. Include a link to your website or landing page where they can purchase instead of making them dial a phone. And ask questions to show that you’re interested in them as more than revenue sources. Here’s a follow-up email that we send for one of the gyms we work with. Notice how the greeting says, “Hi again,” to remind the recipient that he’s been in contact with them before:

Email 3: The Follow Up Email

Individually, each of these emails is great to send to people who initially show interest in working out at your gym. But when you string them together, they become an automated campaign that nurtures people from the minute they opt in to your offer right up until they become a full, paying member. And with a little modification, these same emails can do wonders for keeping your membership engaged long after they’ve signed up with your gym.

Every email after the welcome email is a follow up email. But there’s a difference in the kind of follow up emails that most gyms send and the kind that get results. Think back to the last follow up email you sent. Chances are it read something like this: Hey [name]! Just wanted to follow up to see if you’d had a chance to use your free week pass yet! Remember that these are first-come, first-serve, so you’ll want to use yours ASAP. Feel free to give me a call at [phone number] to get started. Looking forward to hearing from you!

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Experience Here are some things to remember as you build your own automated email marketing: 1. Ask questions

3. Sell

Did you know that only 13% of customers believe that sales people really understand their needs? That’s because most sales emails make the same mistake: They talk at the recipient instead of to them. So in your first email, ask questions open-ended questions with easy answers that will engage people. Here are a few examples:

All these questions and casual voice lead up to one crucial part of the email: the sell. Remember that your only goal in sending these emails is to get your fitness prospects to purchase a membership that will truly be valuable to them, so there has to be a call to action (CTA) somewhere in the email. Here are some examples:

 What’s one fitness goal you have?  What’s your biggest struggle when it comes to nutrition?  What’s one thing that’s stopping you from reaching your fitness goals?

 Check out this quick video I made!  Find your favourite classes!  Claim your consultation!

Ask them to reply to your email with their answers. Not only does this give you a great foundation for sending content they’ll find valuable in the second email, but it also starts to form a great client-trainer relationship.

Every time you include a CTA, it should link somewhere the person can purchase or opt in, like a page on your website or a separate landing page. That way they can go through the entire purchase process automatically without you ever having to get involved.

2. Be casual

4. Use the PS

One of the biggest hurdles for a lot of gym owners is simply writing the email. We tend to be way more formal in writing than we are when just having a conversation with someone, blame it on the years of high school English writing assignments.

One of the most forgotten parts of an email is the PS. Information that’s included in your PS feels more like a valuable afterthought. It seems genuine. And it’s a great place to reiterate your CTA or tease upcoming content to get people excited to check their inbox.

Face it: your fitness prospects aren’t grading you on grammar. But they are grading you on how relatable you sound in your emails. And at the end of the day, if you don’t connect with your prospects through email, you’ll probably never get the chance to connect with them in your gym. So keep your tone casual. Just be yourself.

Automated email marketing like this saves gym owners a lot of time and goes a long way toward getting fitness prospects ready to buy. You can’t go wrong with this process.

Mike Arce is the Founder and CEO of Loud Rumor, an online marketing agency that helps fitness studios grow and get more customers. Through their proven program Fit FLAVER, Mike has been able to combine his passion for both the fitness industry and marketing. For more information see www.loudrumor.com. 46

November 2016



REASONS TO SELL YOUR OWN GYM MERCHANDISE Sell stuff to your members in order to boost your revenue, enhance retention and boost your brand exposure. Words: Nathan Page

1. Increase your revenue Your gym is your business. Selling merchandise in your gym is an obvious extension of your core business. By selling merchandise you are providing an additional service for your members. You don’t need to stock hundreds of different products and brands, start small and see where your members’ tastes lie. Selling your own branded gym wear is a good place to start - get your members to buy into your brand and wear your brand in the form of a t-shirt or hoody when they're outside the gym - giving you invaluable additional exposure in your local community. Protein bars and shakes are popular products that gym users demand on a daily basis. Additionally you could also stock accessories such as gloves, straps and earphones - there’s lots of opportunity, so don’t miss out.

2. It’s not just about the work out Fitness is about balance. It’s not enough to be purely focussed on working out without thinking about nutrition. Your members will, in the main, be interested in and aware of their nutritional performance. Therefore you have an opportunity to advise and sell the right nutritional performance products to your members. Understand your member’s needs and match those with the appropriate nutritional solutions and you have a win-win situation. By helping your members with their nutritional needs as well as their fitness goals, they will feel more confident and loyal towards you and your business, which in turn will increase your retention levels.

3. Merchandise will strengthen your member community Your members don’t join your gym just to train. They are seeking to be part of a community of like-minded peers. They desire social interaction and a place to exchange thoughts, tips and knowledge. People like to talk about their latest purchases and training gear so why not give them the opportunity to buy from you? Factor in social media and then you’ll begin to build an even bigger community which has to lead to positive results.

4. A growing market Industry media and fitness experts agree that the health food and drink market is expanding and consumers are much more aware of what they are eating and drinking. A report by Global Industry Analysts Inc. stated that the global sports fitness nutrition foods and drinks market will reach US$ 60.8 billion by 2020. Similarly, the global sports and fitness clothing market is estimated to reach US$ 196.2 billion by 2020. Therefore selling performance fitness products would appear to be a sensible area of growth.

5. Use your expertise You’re an expert in your field. Your members trust you. You lead as an example. Your members look to you for advice, instruction and inspiration. You help your members achieve their goals. You are in the perfect position to give your members advice and suggest products that will benefit their fitness programme. So you and your gym are ideally placed to direct sell to your audience - your members.

November 2016



Appointments A round-up of industry movers and shakers The Gym Group appoints Operations Director The Gym Group has appointed Nick Henwood to the newly created position of Operations Director to meet the growing demands of one of Britain’s fastest-growing 24hour budget gym chains. Nick will oversee 200 operational management employees, 1,100 self-employed personal trainers and a number of third party service-related businesses alongside being responsible for the delivery of sales, retention targets and yield management for all 82 locations of The Gym. His role also includes providing leadership and development to all the company’s frontline management teams to ensure the highest quality service for all members. Nick is also part of The Gym Group’s Executive Committee and will be involved in decision making regarding the strategic direction of the business and the selection of new gyms which are key to the company’s growth plan.

Having worked in the leisure, service and retail sectors for almost 20 years, Nick brings a wealth of experience to the role. Prior to joining The Gym Group, Nick worked for David Lloyd Leisure Ltd as the UK and European Operations Director and held senior operational positions at Autoglass, Mothercare, Sainsbury’s and Marks and Spencer. Commenting on his new appointment, Nick said: “I’m extremely proud to be working with The Gym Group and excited at the huge potential offered by the business and its people. “In my new role as Operations Director I’m looking forward to driving the continued growth of the company, ensuring we deliver a great value, member-focussed product and building on the outstanding company culture that CEO John Treharne has created since he founded the business in 2007.”

Precor Hires New Area Sales Rep for South West and South Wales Region Fran Brazil has joined leading fitness equipment supplier and manufacturer Precor as Area Sales Representative for the South West and South Wales region.

experience. I feel that Precor is the perfect fit for my future career and I’m looking forward to using my knowledge to help customers.”

Brazil brings with her seven years of sales and account management experience within the drinks industry, having worked with corporate clients such as Red Bull and William Grant and Sons. Her previous roles have been within wholesale, on-trade, convenience and route-tomarket channels and have provided her with a wealth of knowledge across a variety of sales fields.

With a passion for rowing, Brazil has been a member of a competitive rowing team for the last four years and currently rows for the City of Swansea rowing team.

Brazil comments: “Fitness and sport have always played a huge part in my life and I wanted to channel this interest and combine it with my sales and account management

Justin Smith, Head of UK at Precor said: “Fran has a strong sales background coupled with solid account management skills and, along with her passion for fitness, will be a great asset to Precor. With customers continuing to invest in Queenax and the new Spinner® bikes, there are lots of opportunities for cross-selling and it’s a great time for Fran to be joining the team.”

MYZONE® launch operations in Sweden MYZONE® has appointed Mattias Nilsson as Business Development Manager for the Nordic region. He joins the team with extensive experience in heart rate technology following four years as a Key Account Manager for Swedish heart rate system provider Activio. “The Scandinavian market for wearables is growing rapidly and has been over the last two to three years,” says Nilsson. “Scandinavian people are very connected,


November 2016

boasting some of the highest percentage per capita in the world when it comes to mobile phone ownership. When you already carry a small computer in your pocket, it’s not that big a step to start using smart wearables.” Located in Sweden, Nilsson will be responsible for MYZONE®’s operations in the Nordic region including marketing, sales, management and partnerships.

LO O K I N G FO R A GY M EQ UI P ME NT MANUFACTURER? We are the manufacturers of some of the best strength training equipment in the world. Everything is custom made to order and built to last a lifetime.

PROUD TO BE BRITISH All Watson Gym Equipment products are manufactured in our factory in Frome, England. We are passionate about the equipment we produce and take pride in every product we send out. Manufacturing the products ourselves means that you get exceptional build quality, custom built equipment to suit your needs and a short lead time.


November 2016



November 2016

Profile for Gym Owner Monthly

Gym Owner Monthly - November 2016  

Gym Owner Monthly magazine is dedicated specifically to gym owners, personal trainers and health & fitness professionals in the UK.

Gym Owner Monthly - November 2016  

Gym Owner Monthly magazine is dedicated specifically to gym owners, personal trainers and health & fitness professionals in the UK.