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ISSUE 43 // October 2019

Ask tiehel Leaxffpeerrtty

The October Gym Owner of The Month is awarded to,


James McLaren!!


James Kennedy

MIAMI 2019

gives his pt viewpoint


r e t r a C c Josh M OF

gives this months' big interview JUNE 2019



Welcome... Welcome to the October issue...Yes it’s getting cooler and the nights are drawing in and it’s ever so tempting to stock up on provisions and hibernate, but of course we won’t! In this month’s issue we’re bringing the heat with FIBO Miami on page 40, we bring you The Big Interview with Mind Body President and our cover star Josh McCarter on page 17. Meet our PT of the Month Kerry Smith on page 20 and get back to basics with celebrity training expert James Kennedy on page 27. We go Wild for James Griffiths founder of Wild Training on page 31 and we delve into the future on page 37 with 2020’s hottest fitness trends. And not forgetting Guy Griffiths page 44 on Retention. You’ll also find all of our regular contributors and industry experts for the best training tips and business advice. No tricks just all treats! With love,

The GOM Team




Jane Grandena

Janine Edwards

Paul Wood Tel: 07858 487 357

  @GymOwnerMonthly  gymownermonthly

 @GymOwnerMonthly  gym-owner-monthly-magazine

Keep up to date

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

October 2019


Contents 14 17

25 14 17 20 24 4


Gym Owner Of the Month James McLaren

The Big Interview We interview Josh McCarter, Preisdent of Mindbody

PT Of The Month Kerry Smith

Membership Registration Sportsoft

October 2019

25 27 31 37





What Is Gym Management Software? EZ Facility

PT's View Point Ignore The influencers: We need to go back to basics by James Kennedy

"One Wild Story" James Griffiths Founder Of Wild Training

Fitness Trends 2019 / 2020


40 44 47 48




54 57 51 54 57 59

Preview FIBO Miami 2019

47 48


PT Academy Thinking About Becoming A Personal Trainer Or Fitness Professional.

Retention by Guy Griffiths

Taz Dunstan Is it Time To Trade In Your Magical Beans ???

MyProtein Survey

Who Spends The Most On Health & Fitness In

Matt Gleed

Europe Each Month?

Product Innovation On The Gym Floor

Daniel Nyiri The Simple Sales Process That Works 4U.

Ask The Expert We Chat With Daniel Lafferty Director Of Voice and Music At PHMG

We're always seeking contributors, if you're interested in writing for us then please contact: October 2019




What’s hot in the fitness industry

FISIKAL DEVELOPS NEW ‘EASY START’ BUSINESS MANAGEMENT SOLUTION FOR STUDIOS AND PERSONAL TRAINERS Fisikal has launched the company’s first selfactivating digital business solution, ideal for personal trainers and studio operators.

make product purchases, access a huge library of fitness content, plus make and manage class and session payments.

The new solution enables even the most unsavvy technophobe to introduce a complete digital business management solution within a couple of hours and without the need for any physical intervention from a third party.

Lander says: “We live in an age where people expect fingertip access to information. Fisikal provides an affordable means of personal trainers and studio operators enhancing the client experience and reducing operational pressure points associated with manual booking and payment methods.

“Our new offer couples simplicity of set-up and navigation with comprehensive functionality” explains CEO, Rob Lander. “The platform is like having a personal accountant, operations manager and client services officer on hand 24/7, all working to improve business efficiencies and enhance the customer experience, but at a fraction of the cost.”

Business owners using this product automatically become a part of the Fisikal ecosystem, benefiting from regular software updates and functionality development based on user needs and preferences. Lander, adds: “All our products are designed to evolve with the market, responding to the needs of our users. This latest product is no exception.”

The business management functionality provides real-time operational visibility. A suite of reports covering financial status, client engagement and bookings provide instant feedback on business performance. Lander continues: “This solution puts an end to paper-based records and hours of manual data collation for self-analysis, enabling business owners to focus on front of house delivery.”

The new solution is available via a monthly subscription service with prices starting as low as £75 per month. All functionality is available to all subscribers but can be activated or deactivated as required. This enables a high level of flexibility and customisation, helping business owners tailor the solution to their needs. Certain aspects of the presentation can also be customised, helping business owners to achieve brand continuity.

The new solution also professionalises client service delivery. Via a free to download App, clients can manage bookings, 6

October 2019

For more information visit:


Inspired Villages Partners With eGym To Support Retirement Community Activity Plan

happiness and fulfilment through the provision of fully integrated, high-quality leisure facilities and services,” explains Tom Lord, COO at Inspired Villages. New site wellness facilities include; a gym, housing the 6 piece, eGym circuit supported by static bikes and a CardioWall; a pool; a sauna and an exercise studio. Wellness facilities are available to all residents and access is granted as part of an annual service charge. “Our extensive wellness offer is a key driver for people wanting to become a part of our community,” explains Tom Lord, COO at Inspired Villages. “The gym is absolutely central to our development model, both now and moving forwards but we face the challenge of having to cater for a wide array of needs and experiences in limited space. “In addition, many of our residents have no previous gym experience and some are managing long term health conditions. Fortunately, our partnership with eGym has enabled us to find a highly effective solution to enable us to support an active lifestyle regardless of ability and experience. “Whilst members of our wellness team are always on hand to support residents, the gym is not always manned. We therefore need to be able to deliver highly effective, personalised activity plans without constant trainer intervention.

Inspired Villages has appointed eGym to create effective, active spaces for those aged 65 and over who rent or purchase properties in their luxury retirement communities. In the last two months, the developer has installed a 6-piece eGym circuit in its two most recent build projects, Gifford Lea, Cheshire and Austin Heath, Warwickshire, with plans to roll out the concept across the rest of its future builds. “We create vibrant communities which inspire adventure,

“This is exactly what eGym delivers. Following an initial induction with one of our wellness team, the automated set up and exercise prescription enables residents to selfmanage their own, bespoke, physical activity plan. The fact that they can also connect fitness trackers and apps via their eGym ONE account, means they can collate all their activity data in one place, gaining access to it via the Fitness app. “The marriage of technology, cutting edge innovation and intelligent engineering by eGym has enabled us to deliver a level of service I’m not sure we could provide through other means.” In the first 6 weeks of opening, 80 per cent the residents at

7,239 GYMS



Source: The Leisure Database Company October 2019



Gifford Lea had completed an eGym induction. On average, eGym is logging almost 300 interventions per month. Lord adds: “The engagement by residents has been excellent. eGym enables individuals following very different plans to train side by side. This creates social as well as physical fulfilment opportunities which supports our mission to enable happy, healthy futures.” Inspired Villages currently operates 6 communities across the UK, with plans to add at least 50 more over the next 5 10 years. An eGym training system will be incorporated into all future developments. Kerstin Obenauer, Country Director at eGym, says: “If we are to influence the health of the nation through increased engagement in physical activity, we need to deliver physical activity opportunities to peoples’ doorsteps. This is exactly what we are doing here with Inspired Villages. We need to make physical activity a part of daily life rather an interruption to it. Only then can we hope to significantly increase market penetration from its current position of 15 per cent.

PHYSIOROOM.COM EXTENDS RANGE OF SERVICES WITH NEW ONLINE TREATMENT, one of the world's leading, jargonexplained, sports injury, rehab and fitness website, has partnered with PhysioFast Online (PFO), who offer interactive video call appointments with qualified physiotherapists, in a move designed to extend the range of services it offers. Launched in 2000, the site offers a wide range of educational content, features, and online shopping services related to sports injury and sports medicine, empowering users with the knowledge of their own sports injuries in order to supplement treatment and advice given by their doctor.

app that helps to monitor progress. Lee Bannister, Head of Customer Experience, said: “Leading research has found that video consultations are as effective as face-to-face appointments and that three in four people can be triaged, assessed and supported online without any need for physical treatment. This unique collaboration with PFO gives our customers quick and easy access to a team of qualified physios who can provide expert assessment, advice, reassurance and management for any musculoskeletal disorder, disease, injury or query. It forms part of our commitment to providing our customers with the product and services they need, in the most cost-effective and convenient way.” Katie Knapton, Founder of PFO, said: Our service will help to guide patients quickly to the correct rehabilitation treatment and is accessible to anyone with a screen and an internet connection from the comfort of their home, workplace or even overseas. We also offer a complete package of care including referral to imaging if required and a personalised rehab programme.

High street gyms losing millions by shunning disabled consumers, new research reveals New research shows UK businesses – including those in the gym or health industry – are losing millions of pounds of revenue every year by turning their backs on disabled consumers. ​

More than 13 million people in the UK – a fifth of the population – are disabled. Under the terms of the deal, customers will be able to book an appointment with a qualified physio via a link on www. or through Appointments will normally be available same day to swiftly help reduce suffering and concern and, in many cases, promote a quicker recovery time. A screen share facility ensures that sessions are both interactive and personal, whilst 3D human anatomy diagrams help to educate, empower and inform. This is supported by a downloadable 8

October 2019

A new poll of people who consider themselves to be disabled has found that more than half of respondents are struggling to make purchases of a product/service due to their disability. Disabled young people (aged 16-24) fare the worst – more than three-quarters of them say they have found it difficult to buy goods online or in-person due to their disability on more than one occasion. Some four in five disabled customers say businesses could do more to be accessible – and just 2% say gym and health businesses are the most accessible to purchase from.


More than half (56%) agreed that improving staff understanding about different disabilities would encourage them to spend their disposable income, estimated to be £249 billion a year. Separate research has shown that 75% of disabled people have had to leave a store or website, unable to go through with their purchase because of their disability. Respondents state that retail is the most accessible business to purchase from, followed by banking and hospitality/ leisure/restaurants. The research comes as businesses and organisations prepare for ‘Purple Tuesday’ on 12 November, a day which celebrates UK companies that are improving the customer experience for disabled shoppers. Major names taking part include Sainsbury’s and Intu. Mike Adams OBE, Chief Executive of Purple, the disability organisation behind Purple Tuesday, said: “While many UK businesses and organisations are stepping up to the mark and making the changes needed to improve disabled customers’ experiences, far too many are not. “This is a huge mistake, not least because by turning their backs on disabled shoppers, they are losing out on millions of pounds of revenue every year. “It should simply not be the case that one in two disabled people struggle to make purchases online or in person. Small changes can make a big difference to the customer experience; we want to help organisations have the confidence to improve their services for disabled people.”

accessibility and customer service training. In exchange, Purple asks that businesses make a minimum of one commitment to improve the customer experience for disabled people. These commitments might be major transformations or simple, smaller steps that can improve the experience of disabled customers. Examples include conducting an audit of an organisation’s website to ensure it’s accessible or staff training to help them communicate effectively with disabled consumers. For more information on Purple Tuesday, please visit www. Last year, which was the first-ever Purple Tuesday, more than 750 organisations took part, pledging 1,500 commitments to improve disabled people’s customer experiences. They included some of the biggest brands on the high street, including Argos, Asda, Barclays and Sainsbury's.

Styku Academy aims to create a new generation of body composition experts

Disabled consumers told pollsters that inaccessible and unusable locations, poor customer service and a lack of understanding about disabilities were the main reasons they struggled to spend their money. Over 1 in 5 said that hiring more disabled people would make them more likely to make a purchase and some stated that “wider aisles” or “lighter doors” would have the same effect. The findings support previous research, which shows that less than 10% of organisations have a dedicated strategy for targeting disabled customers. The potential of the purple pound is clear - disabled people say they spend on average £163 on retail per month, £98 on travel, £69 on insurance, £78 on hospitality (such as at restaurants or on leisure activities) and £19 on gym or health activities. Carole Hughes, from Liverpool, was born with spina bifida and has been using a wheelchair since 2015. She shops regularly at large supermarkets and department stores around the city. Carole said: “It can be a challenge to find staff who are willing to help sometimes I’m made to feel like a nuisance when I ask for basic assistance. “There needs to be more consistency with staff training. Other things like making more doors open automatically and locating accessible parking spaces close to store entrances also make a huge difference to wheelchair users. “I’d urge all organisations to sign up to Purple Tuesday and make sure they are providing a better shopping experience to their disabled customers.” Organisations that register for Purple Tuesday will benefit from free resources from Purple on topics such as website

Styku, one of the world’s most pioneering health and fitness technology companies, has just launched Styku Academy, its brandnew, e-learning portal, which aims to make every Styku customer a body composition pro and inspire the next generation to become experts in this field. Styku Academy’s courses educate professionals on basic to advanced principles of body composition analysis, goal setting and marketing. Digital certificates and the title of Styku Certified Coach are awarded to those who complete the courses, which could help to boost personal training sales and memberships. Tracy Morrell, Director of React Fitness, Styku's UK and October 2019



Ireland distributor, said: “Styku Academy will not only be a highly valuable tool for our customers, but also for the wider industry, as, over time, it will create a whole network of body composition experts who have been trained in best practice.” Until the end of October, you can access Styku Academy’s Body Composition Certification Program for free by visiting:

180 WATTBIKES INSTALLED ACROSS RUGBY WORLD CUP TRAINING VENUES With the Rugby World Cup just around the corner, 180 Wattbikes have been purchased, placing bikes at all tournament training venues and stadiums. The Wattbike is an accurate power-based training tool and the go-to conditioning tool for elite rugby teams around the world. Suitable for all players, regardless of position, the Wattbikes will play an important role in keeping the teams fit, aid recovery, as well as sustain performance throughout the tournament.

playing venues is fantastic for our preparation. We use Wattbikes extensively at our National Centre of Excellence and always take them with us when we travel as a team.” The Wattbike also plays a key role in helping injured players to continue with cardiovascular work, taking advantage of the non-load bearing sessions available with indoor cycling. On the topic of off-feet conditioning, Richard Baker, Wattbike CEO adds: “Off-feet conditioning involves any training where the body is not loaded through the feet. Using the Wattbike for this increases player longevity, improves conditioning, prevents injuries and maximises performance. That is why the Wattbike has become the gold standard training tool for elite rugby teams around the world.” For more information on how the Wattbike could transform your training, visit

COULD THIS BE THE WORLD’S BEST HIIT TREADMILL? A major US study has revealed that the Freemotion REFLEX™ Treadmill delivers a 29% greater reduction in impact force compared to other treadmills* – making it perfect for High-Intensity Interval Training (HIIT).

Graham Rowntree, former England player and forwards coach, now forwards coach for Georgia, explains: “The Wattbike is such an important fitness tool and an essential one for us to have access to during the tournament. I believe that for elite players, it is one of the most influential pieces of training equipment out there. Rugby is all about repeat power outputs, and being able to hold that intensity right through to the last minutes of the game, and the most effective way of training for this is using the Wattbike.” Depending on the specific demands of the players' role within the team, the coaches will set very different Wattbike workouts as part of their overall conditioning programme. As well as testing maximum power output, the Wattbike forms a crucial part of rugby strength and conditioning training programmes, with players using the bike for rehabilitation, recovery and key aerobic and anaerobic training. “Being able to use Wattbikes makes a big difference to the quality of preparation every team can provide for their players,” explains Pete Atkinson, Federation Italia Rugby Head of Physical Preparation. “From warm-ups, priming sessions, non-impact speed work and overall load and fitness management, the Wattbike is an essential tool for us.” Paul Stridgeon, Wales Rugby Head of Performance, adds: “For us to have access to Wattbikes at all our training and 10

October 2019

Researched by a leading university, the results also showed that the REFLEX™ Treadmill averaged a 20.5% greater reduction in tibial shock compared to other treadmills on the market and a 52% greater reduction in tibial shock compared to flat surface running. Dan Toigo, Sr. Vice President & Managing Director at Freemotion, said: “With this evidence, we can legitimately say that the unique feel of the REFLEX™ Treadmill provides one of the most comfortable and enjoyable indoor walking and running experiences available to gym members; a real game-changer.” Easier on hips, knees and ankles – important for withstanding the rigours of HIIT – Freemotion’s proprietary REFLEX™ Cushioning system benefits those who have suffered injuries, have weaker joints or find hard surface running difficult. According to Chris Turvey, a Studio Manager for Orangetheory, “It’s like running on a cloud.” *Based on Freemotion-commissioned university study comparing the impact of running on a Freemotion REFLEX™ series treadmill, a Life Fitness 95TS, a Precor TRM 835, and an in-ground treadmill with force plate. University can’t be named for legal reasons.


INTERNATIONAL NEWS PLAE Expands High-Performance Equipment and Flooring Solutions

For more details on these new solutions, along with PLAE’s existing lineup, visit

WOODSTOCK, Ga. – Sept. 18, 2019 – Since its beginning, PLAE has been known globally for innovating premium solutions for customers that demand the best. The company now is adding a new lineup of solutions to its existing arsenal to meet even broader needs.

Where in Europe is it most expensive to keep fit?

“Because we are committed to delivering the best to our customers, we have developed partnerships with companies that are the proven leaders in their fields,” said Brett Waits, president of PLAE. “Through these valuable collaborations, along with our own creativity and expertise, we’re able to create brand new solutions for the industry that wouldn’t be possible on our own.”

“Among the 15 most expensive capital cities” comments GP clinical lead Dr Daniel Atkinson at, “there are actually visible geographic trends. Capitals in North and Western Europe seem to be more expensive, whereas capitals in Central and Eastern Europe seem to be cheaper.

Among PLAE’s new solutions: ROGUE Fitness Collaboration PLAE has teamed up with ROGUE Fitness, the global leader in performance strength equipment, to provide new custom strength products for training centres worldwide. ROGUE’s 600,000 square-foot facility delivers unmatched capabilities in conception, quality manufacturing and distribution to empower performance. Scout Lockers PLAE also has partnered with BeaverFit, the global leader in military and tactical training, to present Scout Lockers exclusively to the athletics and recreation markets. Scout Lockers are mobile training solutions that can be customised for any sport to conveniently expand training and conditioning environments virtually anywhere, such as directly at practice and competition sites. Built to withstand the outdoor elements, Scout Lockers are always available, anytime and anywhere. Stealth For customers that need to minimise the acoustic footprint of their training space, PLAE introduces Stealth, a subfloor system that is precisely engineered to isolate sound and vibration without compromising performance. PLAE Outdoors PLAE’s new Outdoor Division is focused on elite outdoor training surfaces and competition tracks and fields, including the new Ascend premium long pile outdoor turf system that is customised according to infill type, shock pad and base and drainage needs, along with two high-performance track systems, Velocity and Accelerate. Performance Structures Backed by more than three years of research and development, the unique Performance Structures are thoughtfully designed for athletics, recreation and everything in between. These fully customisable Performance Structures, which facilitate multiple foundational, natural movements, make outdoor training inspiring, accessible and fun again.

Credit: GP Clinical Lead Dr Daniel Atkinson at treated. com. The data we accumulated from Numbeo There may be several economic, social or political factors which influence this. It could be argued that perhaps there is a higher demand (and hence the higher cost) for indoor exercise facilities in places where the weather is cooler and wetter because fewer people are exercising outside. However, regardless of the reasons behind these trends, affordable and accessible fitness clubs can be really helpful for health, wellbeing and self-betterment. Ideally, no one should find themselves precluded from improving their health through physical activity. Gyms aren’t for absolutely everyone. But for many, they provide a means to exercise regularly and conveniently indoors, away from the sometimes harsh elements. And being subscribed can be great motivator in getting you to exercise more often (so that you’re getting value for money). Regular exercise strengthens the muscles and organs, and helps them to function better. This means that blood will circulate more efficiently, carrying vitamins and nutrients to necessary areas and transferring oxygen to the brain, the lungs will become more productive, people will begin to feel more energetic and alert, the muscles will become stronger and cell regeneration more efficient. Physical activity can also improve overall mental health. October 2019



There is strong evidence to suggest regular exercise can reduce the likelihood of anxiety and depression. A varied (and enjoyable) programme of physical activity is a vital part of a healthy lifestyle. And while you don’t have to join a gym to get fit (training outdoors, at home, or playing a team sport will get your body working too), many people find that being a member at a fitness club helps them to ensure that they’re reaching their weekly exercise target. So if you’re looking to improve your fitness and can afford it, a gym membership is definitely worth consideration.”

FIBO to be held in Southeast Asia from 2020

Next stop Singapore: Next year will see the first FIBO Southeast Asia (FIBO SEA) kicks off. From 24 to 26 September 2020, it will bring together brands, manufacturers, distributors, licensors, intermediaries, buyers and trainers from the Southeast Asia and international fitness industry. Hosting the event will be the megacity, Singapore, the international finance centre and one of the world’s most visited cities. “As a global brand, we provide access to the most dynamic and important fitness markets worldwide,” says HansJoachim Erbel, CEO of Reed Exhibitions Deutschland GmbH, the organiser of FIBO in Germany, and adds: “Southeast Asia is one of the fastest growing region in our industry and holds a vast potential for our exhibitors. After all, we bring together key markets including Indonesia, Malaysia, Vietnam and Thailand with the metropolis Singapore.” The demand for fitness offerings is rising, not least on account of a growing middle class, tourism and a growing health awareness. FIBO SEA is organised by Reed Exhibitions Singapore in collaboration with Reed Exhibitions Deutschland, the organiser of FIBO in Cologne, which will leverage its international network and know-how in the fitness and wellness sector. Set sights on Southeast Asia The Southeast Asia region is expected to grow at a yearly average of 5.2% from 2018 to 2022 and to become the fourth largest single market in the world by 2030 – putting it behind only the US, China, and the European Union (EU)[1]. According to Ernst & Young (EY), ASEAN is in a “demographic sweet spot” with a youthful workforce and generous consumer base of more than 659 million people. 12

October 2019

Unlike more mature Asian countries, the region’s working population surpasses its older dependents, spurring economic expansion, generous consumer and investment spending and wealth accumulation[2]. Deem as the world’s most outperforming economies[3], the fitness market in this region generated a combined revenue of US$1.5 billion. In Singapore, the membership penetration rate has grown to 5.8% from 2014 to 2018, and is expected to hit 6.4 per cent annually between 2018 and 2023[4]. The rest of the markets in the region include Thailand (membership penetration rate of 0.5%), Indonesia (0.18%), Philippines (0.53%), Malaysia (1.04%), and Vietnam (0.50%)[5]. “FIBO Southeast Asia is positioned as the strategic business platform for international brands to serve the growing fitness and wellness community in this region. With Singapore’s international appeal as a green and sustainable city, strategic location and easy access to highgrowth markets in Southeast Asia, the trade exhibition and conference will be the place to be seen at this annual industry gathering,” says Michelle Lim, Managing Director of Reed Exhibitions Singapore, Indonesia and Malaysia. The FIBO DNA Like FIBO in Cologne, FIBO SEA also addresses the fitness industry as a whole fusing business with passion. The trade show will focus on the B2B segment, targeting dealers, club operators, facility managers and buyers from various segments such as public institutions, the military or hotels. In the B2C segment FIBO SEA will especially target fitness trainers and consumers who can also participate in various partner events and training sessions. Unique Venue FIBO SEA will be held at the world-famous Marina Bay Sands. The architecturally impressive integrated resort for business meetings, leisure and entertainment has changed the skyline of the city. The premises comprise a luxury hotel, state-of-the-art convention and exhibition facilities, numerous entertainment options and top-notch shopping plus world class restaurants – all crowned by the spectacular Sands SkyPark.

FIBO remains in Cologne and reinvents itself Here to stay. This is also true of FIBO, which will remain a child of Cologne. An agreement to this end has now been reached by the organiser, Reed Exhibitions Deutschland, and Koelnmesse Ausstellungen GmbH, with both parties agreeing to an early ten-year extension of their current agreement to 2032.


Since the move to its home on the Rhine River, FIBO has developed into one of the fastest-growing flagship fairs internationally, nearly doubling not only its exhibition area, but its exhibitor and visitor numbers as well. FIBO plans to continue expanding its thematic scope at its Cologne location in the years to come. There are already a number of new developments to announce for 2020. New halls and new topics From 2 to 5 April 2020, FIBO will be propelling the market forward and setting the industry’s trends with a new hall arrangement. For example, two additional business halls and new concepts will make it possible to showcase theme worlds such as New Business, Health and Global Trading in a central location. The trade show’s new structure optimises visitor management and caters to the interests of exhibitors and visitors alike. “The key is to position FIBO such that it can continue to be the world’s most important industry meeting place in future – because FIBO is the event that actively promotes the latest market developments and trends while giving sufficient space to rapidly growing segments,” says FIBO Event Director Silke Frank. A good example here is Health, which includes the Fitness and Wellness areas and will be the focus of Hall 8 in 2020. Another is global trading, for which FIBO has set up an area in the new Business Hall in 4.1 in order to help those looking for suitable distributors. Health, Training and Wellness: Hall 8 Hall 8 will be transformed into the Health hall in 2020 with products and concepts in the areas of training therapy and equipment, as well as physiotherapy equipment and supplies. This allows FIBO to support the secondary health market that is one of the industry’s growth drivers. More and more people are turning to nutrition, prevention and sport. Thanks to a changing working world and demographic change, occupational health management is becoming increasingly important. As part of the event’s holistic approach to health, the Wellness & Spa and Yoga areas will also be given a home in Hall 8. Hotspots here include the new Health Meeting Point, the Wellness Competence Centre and the Yoga Area. The hall will also continue to provide a comprehensive overview of equipment and furnishings for fitness studios and health centres, from the entrance area and floors to lockers in the changing room. As a result, the exhibition hall will be a key destination for fitness studio operators, decision-makers and managers from the fields of therapy and rehabilitation, as well as occupational health management executives. Group and Functional Training: Hall 5.2 In Hall 5.2, FIBO is bringing Functional Training, Group Fitness and Fighting Fit together – an ideal combination of B2B and B2C. Valuable synergies for successfully generating customer loyalty in the fitness field will be created here: trainers, instructors, wellness experts and studio owners will find lots of attractive offers in a single location, while consumers will have the opportunity to experience new training programmes live and in person. At the heart of the action: the Group Fitness Stage and the Functional Training Forum. Innovations, start-ups and future trends: Hall 5.1 Custom business models, new products, and training and professional development opportunities – that is the face

of the new Hall 5.1. Here, everything revolves around innovations, start-ups and future trends. Newcomers to the fitness industry, manufacturers, successful franchise concepts and training institutes will be in the spotlight in this exhibition hall. The presentation forum allows visitors to get to know tomorrow’s top players and their products through brief presentations, while successful start-ups share their best practices and experts offer assistance in starting new ventures. Digitalisation is a top theme. In the area of training and professional development, there will also be job offers and information on training opportunities. Franchising represents yet another area of emphasis. FIBO’s concept appeals to a wide range of trade visitors, including studio operators, personal trainers, journalists and investors. FIBO will once again be focusing its efforts on initiating contacts between exhibitors and visitors with its FIBO matchmaking service. This free networking platform will be bringing business contacts together yet again this year, helping to ensure that trade fair visits are even more successful and interesting. The matchmaking service allows potential cooperation partners to apply filters according to countries, industries, companies or product categories and to submit direct requests for appointments, and participating firms can use the Matchmaking Lounge in Hall 5.1 for these meetings.

Global Trading & Sourcing: Hall 4.1 Hall 4.1 will be devoted to global trading in 2020, making it the central port of call for wholesalers and retailers. This area will be home in particular to training equipment from around the globe, as well as consulting services, EMS, functional training, wellness and spa, and health training equipment. There will be targeted efforts to bring international visitors together with expanding manufacturers, with a focus on entering new markets and countries. FIBO also simplifies the process of finding the right business partners with a special trader matchmaking service. Even in advance of the trade fair, exhibitors will be able to use the online platform to introduce themselves to potential trading partners and specify their target countries. Talks at the event can be held in the spacious and accommodating Business and Matchmaking Lounge. Exhibitors can utilise the new ‘Exhibitor Lounge’ for their meetings. Plans also call for a presentation programme on the topic of trading, retail and e-commerce. October 2019


G Ys M p oOt W l iNgEhR t O F T H E M O N T H

Your name(s):

James McLaren

Gym name:

James McLaren Fitness


Unit 10, Mercers Road, Bury St Edmunds, IP32 7HX





# of members: 99

How did you become a gym owner? training and managed to get pretty busy fairly quickly. I had big

Aside from the gym, what other facilities do you offer your members e.g. cafe, classes, creche etc.?

ambitions to scale my business so the next logical step for me was


I started off in a rugby club gym running small groups of personal

to get a facility where we could help more people and become an employer for people to be able to earn a living and support their families.

How many staff do you employ? 2

How many gyms do you own/operate? 1

How long has your gym(s) been operating for? We’ve been open since January 2018.


October 2019

How important are PTs to your business? My coaching team are absolutely integral to the growth of the business, they know the vision for the business over the next 3-5 years and are part of that journey. It’s their duty to ensure people get fantastic results with us, ensuring each one of our members makes progress in a fun and enjoyable environment, which makes people want to stick around for the long term.

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

How do you motivate/incentivize your staff members? Making them want to be a part of something that’s growing and evolving is massively important. Once the business hits a certain monthly turnover, we will be introducing commissions based on hitting KPI’s such as retention as well as establishing a tiered coaching system for the coaches own progression within the business.

Do you provide any financial assistance for your staff with regards to their training & development? Both members and staff have been enrolled into Lift the Bar which is a great resource for personal trainers to become better at every facet of personal training. When it comes to CPD if we agree that the coach in question would benefit from a particular course, we will finance the course provided that the outcome of the course will improve the business as well.

What makes your gym unique? It’s always a really tough question to answer as I’m sure many people say the same thing: - our community, our culture, our training programs, going above and beyond to ensure each of our members has an amazing experience whilst they are with us. One thing that has truly made us stand out over the last year at least

locally is introducing Styku (3D body scanning machine) as its simply a whole new level and experience when it comes to progress tracking, it gives people that “WOW” factor and promotes more than the number people see on the scale.

What advice would you give to other gym owners just starting out? Go and speak to people who have been there and done it, and are doing it incredibly well. I would make sure you have a clear business plan of how you’re going to grow, what’s needed to facilitate that growth and what skills do you need to acquire (or outsource) in order to succeed.

What are the biggest challenges facing your business today? Dealing with the rapid growth we have seen over the past six months. Back in January, we had 41 members, we’re now just short of 100 members. Making sure we have systems in place to deal with everything operationally, to make sure our standards continue to be high. These things are constantly evolving as we go along. With the growth, we need to ensure there’s no compromise in our customer experience, so it is the best it can be whilst keeping retention at 95% and above month in month out which is a massive priority for us right now.

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What significant changes have you seen within the industry over the past 3 years? I think small group pt is still massively on the rise and has been ever since I got into the industry. I believe there’s also much more awareness now of evidence-based practice when it comes to both training and nutrition to ensure that we as fitness professionals are putting out correct and accurate information based on evidence coupled with experience as opposed to bias’.

How do you engage with your members? We have a members Facebook group where we encourage discussion, questions as well as motivation and banter. We also do a coach’s challenge voted by the members in the group which involves some sort of ridiculous physical challenge. The coaching team drop each member a message once a month to see how they’re doing. We also email a newsletter once a week to our members to let them know what’s been occurring and what’s in the pipeline. We have a social once a quarter where we go out to eat. One of the key things for engagement is letting them have a say in what they want to see at the gym, we do send out quarterly surveys to get feedback from our members.

like-minded people. We also have 12-month commitments which just by its nature increases the average stay of a customer,

How do you retain your members?

How are you promoting your brand and marketing your gym?

By ensuring we’re doing the absolute best we can to ensure they get results by creating a self-motivating environment with other

To be honest we do very little on social media apart from paid Facebook advertising, as well as word of mouth and our website.

What is your biggest success story? I guess success can be measured in a whole host of ways. We as professionals change peoples lives and it's sometimes easy to forget that. Success can be from fat loss, to reversing things such as type ii diabetes and improved confidence. However, I think one of our more inspiring success stories for me is we had someone who completely changed her mindset around her self-image and self-confidence. She had an amazing transformation with us and it inspired her to want to become a trainer herself so she can help others who were just like her.

Finally, if there was one thing you could change in the industry, what would it be? With childhood obesity constantly rising, I would love us as industry to have more of an impact on setting kids up to be fitter and healthier starting in their younger years.


October 2019


Josh McCarter, MINDBODY President How did you get into the fitness industry? I first got into the wellness industry in the early 2000s when I joined an investment group that acquired a business called Spafinder. At the time, Spafinder was essentially a publisher that focused on helping spas market themselves to consumers. We were charged with transforming that business from a traditional magazine into an online marketplace. While I was at Spafinder we created a booking widget that we called Spa Booker - which ultimately became its own business - Booker software. I led the spin out of this software from SpaFinder in 2010 and raised three rounds of capital from industry leaders including Steve Case’s Revolution Ventures, Bain Capital and First Data. In 2018 I sold Booker to MINDBODY, and that is when I became directly involved with the fitness industry. There are many similarities between the beauty, wellness and fitness industries. While there are well recognized large brands that are helping drive these industries forward, the bulk of the locations are small-to-medium businesses. While specific use cases may differ, from a software and business management standpoint, the needs and challenges these businesses face are very similar.

Tell us more about MINDBODY MINDBODY is the leading technology platform for the wellness industry. Entrepreneurs worldwide use our integrated software and payments platform to run, market and grow their businesses. Consumers use MINDBODY to

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find and book classes and services at these businesses via the MINDBODY app. What attracted me to MINDBODY is the vision and mission of the company. I enjoy technology and have worked in technology most of my career - but the fact that MINDBODY is working to connect the world to wellness is a higher purpose that makes me excited to be here everyday.

What sets MINDBODY apart from competitors? MINDBODY is by far the largest player in the market. The depth of our platform that has been built over the years allows us to meet the very complex requirements that our customers have - especially as they get larger. This manifests itself for customers in a platform that has been proven with business which have 1 to 1000+ locations. It


October 2019

can be fairly easy to solve the business management needs of an operation of two-to-three people - but when you go into managing fifty employees at a location and have ten locations or more, that becomes a lot more complex. Our software supports businesses large and small and can easily scale with them as they grow. We also feel it’s incredibly important to support our customers through the initial OnBoarding process, but even more importantly beyond this, we offer Customer Success Managers to help our customers understand how to grow their business by advising them on the many aspects of growing a business, such as how to price classes or sessions, customer retention marketing and social media engagement. We are also one of the few business management software providers that has developed a two-sided marketplace. With the MINDBODY app, we are helping drive new consumers to their businesses with little effort of their own.

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What are the biggest challenges you face in your business? I see challenges as opportunities and one of the biggest opportunities right now is managing our growth. We have recently been acquired by Vista Consulting Group, who are in the process of optimising all aspects of our business to improve, even further, the service we offer our customers. We see great opportunity in Europe and are about to expand there, which will involve hiring a significant amount of additional talent in our London office with European language experience. We are excited to create a truly European office, which celebrates the culture and diversity across Europe and this will enable us to engage effectively with new customers all across the region. To achieve this goal, we are continuing to invest in regional offices to provide local support in time zone and language. This includes bringing on Phil Coxon as our Managing Director of MINDBODY Europe to lead our company’s growth across that region.

What’s the most valuable lesson you've learned from the fitness industry? Trends and customer tastes are ever changing. As a result, it is critical for fitness businesses to stay abreast of changes in technology, customer preferences and in wellness practices so that they can meet consumers wherever they are at in their wellness journey.

What’s next for MINDBODY? We are looking forward to working with our new ownership, Vista Equity Partners, on further defining our future growth strategy. This will certainly include continued international expansion. We will be investing significantly in our technology platforms so that we have a consistent product offering across all geos. We also will continue to invest in our consumer-facing products so that over time MINDBODY is seen as not only the leading software provider for the industry, but also the go-to marketplace for fitness, wellness and beauty.

October 2019


sP pT oOt Fl i TgHhEt M O N T H


Kerry Smith


level 3 personal trainer


5 years

Where I work:

Southend on Sea


kerry smith PT



How did I become a PT? A change in personal circumstances meant I needed a flexible part-time job. I've always loved fitness and having worked for David Lloyd as a sales manager I knew there was potential to make a good living as a PT as well as being able to do something I love as a job.

What was your experience with the training process? I paid for an intensive course and passed my level 2 and level 3 in two months. It was hard work and the theory was a lot more in-depth than I realised. When I speak to other PTs I realise how diverse the experience of training can be and I feel I made the right choice.

Do you specialise in a type of fitness? The majority of my clients are mums who want to lose weight and tone up. Many do not like exercise so I ensure my sessions are fun as well as effective. I mostly use circuits using kettlebells, battle ropes etc, my clients love boxing and I always mix in some weight training too. I’m always keeping the sessions progressive and interesting.


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What's it like working with gym owners? I've only worked in independently run gyms, paying my rent and working the hours I choose. Fortunately, they have all been run really well, attending to issues such as broken equipment quickly. A lot of my clients end up joining the gym I work from to train on their own so it's important to me to work from a friendly environment. When looking for a gym to work from it puts me off when either my clients have to be members or I have to work hours as well as manage my own workload.

What's your opinion of CPD? As with any career, it’s important to keep developing your skill set, not only for your personal development but also so your clients can benefit from the knowledge. I always do my research if I have a client with a specific problem (back, muscular etc), I'm also lucky to have a great team of PTs around me at the gym, so will often use them as a resource too.

How do I motivate myself? Over my career the thing that has surprised me the most is just how mentally draining the job can be, I do my best to

Ps Tp oOtFl iTgHhE t M O N T H

maintain a positive outlook on my job and encourage my clients to be kind to themselves, particularly regarding body image. A lot of them have had children, and having this in common I can sympathise with how it affects your body. Knowing I make a difference to my client's lives is all the motivation I need.

clients come to me after having an online coach. Personal training should be just that, it's not about pre-written programmes, it's about making exercise unique for that person and learning what motivates them.

What advice would I give?

In the last three years, the growth in budget gyms has been huge, offering membership for ÂŁ10 a month with no contract. Yes, it suits some people but these types of gyms have low retention of members and people are less likely to make a long term commitment to exercise. These kind of businesses use exercise to make money not to necessarily help people change their lifestyle.

Two things, a large social media following won’t always result in a loyal client base, so many "followers" are aspirational and won’t translate into paying clients. And secondly, you have to be reliable, be on time, give your client the full hour and be professional, the majority of the successful PTs I know have built a loyal client base on the back of their client's experience, not by how ripped they are or how much they lift.

Biggest challenge I guess it's the rise of the online trainer, I have had clients train with me for a period of time and once their knowledge is better they can easily follow an online programme and be self-motivated to do so. On the flip side though I've had

Changes in industry

Engage with clients I have a closed group on Facebook that I keep in regular touch with past and present clients. I have a very low turnover of clients and I train the majority of people for a minimum of 12 months so I build a very close friendship with them, enjoying social nights as well as time in the gym. My clients are my colleagues and I'm lucky to have such a lovely bunch of ladies to work with every day.

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How do I promote services Building rapport with clients is essential, 90% of my new client's enquiries are via recommendation which saves me a lot of time and money on advertising. I thank my clients with a free session if they introduce a new client. I do use Facebook to boost posts occasionally. I keep the content on my social media informative rather than just image and picture led, PT is more than before and after pictures, my clients are paying for my knowledge not just my past results.

How often do I train As a single parent, I don’t have as much spare time as I'd like and I work between 23-28 hours a week. If I'm lucky I train 3 times a week, but I make the most of this time by focusing on lots of compound workouts. If it was up to me I'd train 6 times a week!

One thing I could change I think if I could change one thing it would be making all forms of exercise more accessible from a younger age. Exercise is a lifelong habit that should be formed early. Its proven to be beneficial for mental and physical health so could have a positive impact on future generations.

Do I still see myself working as a PT in ten years? I'm not sure whether I'll still be on the gym floor as such, maybe a move into general management of the fitness business or back to sales and marketing. Whatever happens, I'll always train and lead an active life.

Biggest success story I have two, a client that came to me after trying every diet/ exercise to no avail. With consistent hard work with me, she lost three stone in just under a year, and kept it off! The other was a new client recovering from a traumatic injury to her arm. I built her confidence, she lost two stone and has now trained as a PT herself!


October 2019

TAKING THE WEIGHT OFF YOUR SHOULDERS A GYM IS ONLY AS GOOD AS ITS EQUIPMENT. EXERCISING ON OUTDATED MACHINERY WILL ENSURE MEMBERS SOON BECOME EX-MEMBERS! To sustain a fitness business in this modern, fast paced, industry you need the very latest equipment and an environment to keep your members engaged. CF Capital Plc specialise in all aspects of commercial finance. Whether your requirement is financial assistance with leasing of fitness equipment or general building refurbishments, we have a wide range of options to suit any budget. We can finance a diverse range of equipment or requirements essential to any gym, our list includes: FREE WEIGHTS, ROWING MACHINES, EXERCISE BIKES, RUNNING MACHINES, RESISTANCE MACHINES, SPINNING BIKES, FLOORING, AIR CONDITIONING, EPOS SYSTEM, MEMBERSHIP SOFTWARE SYSTEMS & MUCH MORE.

For more information please call 01279 759 442 quoting ‘finance2fit’ or email our team:

October 2019



Membership Registration

– How to quickly and easily record your new customer details

Depending on what type of business or activity you run, you will usually need to hold details of your participants in case of problems, usually health & safety issues. Customer database systems have been around for a very long time and even a spreadsheet can be used to store basic personal details. To get the most out of your data in terms of marketing and returns, you will probably be using more advanced systems, which allow you to send highly sophisticated, responsive emails to keep various sections of your customers informed and up-to-date. However, before you can reap the rewards of using such marketing wizardry, you will need to get hold of the data and you will also need to store it legally, i.e. comply with GDPR. The good news is that registration systems now exist, which take all the effort required and put it in the hands of your customers, thereby freeing up the staff from data entry. The customer just needs their smartphone or a tablet handed to them in the club, or the system can be inserted in your web-site so they can register from their laptop at home. All the details go directly into the database, GDPR compliant, and ready for the staff to issue a card, take a photo etc. or take a membership payment if required. Previously, this timeconsuming task could take 20 minutes of staff time per customer and then once the customer completed the forms, the staff member would then be required to enter it into the system – another 5 minutes. Particularly for centres which run slightly more dangerous activities, like rock climbing, when insurance demands full registration of all participants, a few tablets dotted around reception means that even groups of customers can be handled by a single member of staff in 5 minutes. Call SportSoft for more information on 01423 873873


October 2019

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


If you’re new to owning a gym or thinking about it, you’ve probably heard about fitness software once or twice. What is gym management software, anyway? Besides, “time-saving” and “gamechanging.” Read more to find out. What is Gym Management Software? As a new, or even seasoned, gym owner, it’s easy to get wrapped up in the business and want to take on many different roles. Big mistake. Don’t do it. You want to focus your energy on what matters most, like creating lasting connections with your members, not time-consuming administrative tasks. That’s where a reputable software comes in. It’s a management solution with real-time reporting that does the heavy lifting for you. It goes by many different names: fitness software, gym membership software, gym scheduling software, and scheduling software. Potato-Potato? (read: PotaytoPotahto). Not necessarily. Yes, each one is a powerful set of tools to help you better manage your clients, staff, and finances. But like anything, you will want to shop around to find one that fits your facility’s individual needs.

Who uses it? These days, many health and fitness facilities use a management system; small and big gyms, traditional and non-traditional gyms, yoga studios, spin studios and dance studio - you name it. Chances are, they are all using one or are thinking of using one. That’s because it is a great way to save time and grow your business. Any fitness establishment that aims to run things more efficiently and stay ahead of their competition will find it beneficial.

How is it used? It is used several ways, from assigning classes to specific instructors to onboarding and tracking new members to sending out emails and processing payments. October 2019 25


*Member Management: It’s no secret your members’ happiness is vital to the health of your establishment. Or that the amount of people who drop out like flies after the New Year is always going to be a threat, no matter how much the industry is booming. That’s what your management tools are for. Customer retention largely depends on the kind of overall experience a customer has with your company. Gym membership software tracks the attendance pattern of each person and alerts you when they are at risk of dropping out. Once you’re informed of the situation, you can use marketing tools to send a series of carefully curated nurture texts and emails, letting them know they are missed. Bottom line is: members like to feel included and thought of. Another thing they like is convenience. That’s because we’re living in the digital age, which means people have become accustomed to instant gratification. And what’s more gratifying as a customer than being able to manage their membership online through a self-service portal? One where they can sign up for classes, create goals, make payments, and check-in, all within seconds?

*Employee Management: The same way member management is important to your business so is the morale of your team. The happier your staff are, the more chance of your members being happy too. Stressed-out employees will be unable or unwilling to service your community the way you need them to.

A way to remedy this is by lightening the load and leaving some administrative tasks to the software. Scheduling, inventory, finances, and satisfaction surveys are all things that it can do. As a result, your employees will have one main program to focus their efforts on, and you will greatly increase their productivity time, which in turn can be used to assist guests.

*Financial Management: In addition to managing your members and staff, keeping a close watch on your financial data helps you understand how your facility makes money. It’s a good practice to make yourself aware of all daily revenue, billing statements, month-to-date membership sales, and outstanding balances. Also, tune in to conversion rates to learn about prospective members. Any of the information available will be done with realtime reporting, allowing you to make better informed financial decisions.

What is the cost? Much like gym shorts, pricing isn’t a one size fits all kind of thing. There are many different options available. In order to find the best suitable package for you and your gym, you will need to consider the size of your location as well as the number of your staff and members.

• Membership Management & CRM • Member Self-Service Access • MemberMe+ - Branded Mobile App • Extensive Reporting • Front Desk Check-In • Billing & Payment Tracking • And so much more!

Cut back on clutter with an all-in-one software solution to manage your gym.


October 2019


Ignore the influencers: we need to go back to basics By James Kennedy, Expert Personal Trainer, Owner of Get Focused Body Transformation Studio and 4 x UKBFF Bodybuilding Champion With over 40% of people across the world using social media, it’s no surprise that our purchasing and lifestyle decisions are being shaped by the people classed as “influencers” (those with the biggest followings and loudest voices online), and, although some are undoubtedly doing good work, generally, I believe they’re having a damaging effect on people’s health and fitness. Social media can be a confusing place if you follow influencers. One day, an influencer will be saying that the Ketogenic diet is

the one you must follow and the next day another influencer (or even the same one) will tell you to go all-out vegan. Whether you’re an exercise novice or fitness professional, it’s a lot to process, but more worrying is that 70% of teens trust influencers more than traditional celebrities, and, according to leading marketing software providers, HubSpot, “49% of consumers today depend on influencer recommendations for their purchase decisions.” This means that influencers can have a huge impact on the way people approach their health, fitness and overall lifestyles. October 2019



What are the issues with influencers? One of the major problems with influencers is that they’re usually being paid to endorse a product, diet or something related to another aspect of their work. And often, influencers give the impression that in order to lose weight or get ripped (in other words, be like them), you need to spend every spare second of your day hitting the free weights at the gym! But this isn’t always the case... It’s not uncommon for me to send somebody away for several weeks to work on aspects of their lifestyle before they even step foot on the gym floor and begin their personal training sessions with me. What we also don’t see with influencers is what they’re doing behind the scenes, away from the gym: their everyday training, nutrition, supplementation and more. Many influencers don’t have “typical 9-5” jobs so they might have more time to invest in training, not to mention have less financial pressure and other forms of stress. For most people, this lifestyle is unobtainable and unrealistic. Again, this adds complexity to the situation because people will find it difficult to understand why they’re not getting the same results as their favourite influencers.

Move over unattainable targets and hello simple fitness tracking… In an age of mixed messages and information overload, how do you simplify the process of getting fit and importantly quantifying what’s happening? As someone who’s been working in the industry for 18 years, the dilemma of how to accurately track clients’ progress has been a constant cause of headache – long before influencers were around! But now that people are being fed endless amounts of information each day through their social feeds, it’s become even more important to help simplify fitness and get people back focusing on the basics. Traditionally, callipers were used but they’re invasive and only measure skin folds, while bioimpedance devices usually give me inaccurate results for one in five clients, telling me that they’ve got fatter when, in fact, they haven’t – caused by differing water levels in the body which can vary from test to test. For context, bioimpedance works by putting a current through the body. This current will flow a lot faster through lean mass (which includes water, bone, organs and muscle) compared to fat. If you’re hydrated, bioimpedance devices will tell you you’re leaner, but, if you’re dehydrated, it’s harder for the current to pass through your body and therefore it will give you a higher fat reading. To further illustrate this point, imagine someone has dropped a dress size or a couple of notches on their belt. When the bioimpedance device says that they’ve gained fat because of water differential, it can be very demoralising – something that’s beyond the control of the client and their trainer. The quest for simple and easily understandable body composition tracking led me to 3D body scanning. I use the Styku 3D Body Scanner, as I believe it’s the best available on the market, although other devices are available. So, let's take a look at why this method of progress tracking is so powerful... 3D body scanners can reconstruct a person’s body in 3D to precisely extract and identify measurements (e.g. body circumferences), shape, body composition and other insights, giving a clear visual of each client, with no variables in data; you’ve either changed or you haven’t. There are no grey areas, so, if a client has or hasn’t made progress, we can now visually see it with a 3D scan and put steps in place to get them on the right path. This visual journey of their body is incredibly motivational for two reasons. The first is that it can be quite eye-opening (and in some cases shocking) to see yourself in 3D after the first scan, which can be a great motivator. The second is that it shows clients the progress they’ve made, giving them further encouragement to stick to their fitness regimes and work towards their goals. Even if you have the best bioimpedance device in the world, there’s nothing better than showing people visually how they’ve changed over time. For those who are worried about how clients might react to a 3D body scan, you needn’t be. There’s not one person who comes to see me for a scan that leaves disappointed. Some people may be a little apprehensive about having a 3D body scan to start with, which is why your “bedside manner” is important – your emotional intelligence, professionalism and the way you deliver it to your clients. As great as 3D body


October 2019


scanning is, you need to have the experience and human element to be able to explain the results to somebody and how to take action.

importantly, take actions from.

When I worked on It’s Your Fault I’m Fat with Channel 5 – a show which involves teenagers working with their overweight families to shed the pounds – the results from the 3D body scans were probably some of the most shocking I’d ever seen, so it was important to handle them carefully. By focusing not only on the family’s body transformations but also on the positive health implications, the 3D body scans became powerful motivators for them.

Social media has created a world with so many voices and an online society all preaching different messages. For anyone who’s reputable in this industry, it’s really frustrating to sit back and watch the effect influencers are having on people’s health and fitness decisions and lifestyles.

Again, it’s all about keeping things simple! When a trainer does a scan, it’s important they explain how to take action without baffling clients with science or fitness jargon! Despite the level of data that the 3D body scanning machines can produce (which is great for PTs), the average client doesn’t need to know 70 to 80% of it; they just need to see visually where they are at the moment and what they need to do to take action. With 3D body scanning, clients receive a powerful visual of how moving a bit more and eating a bit less can be, which you won’t get anywhere else. A 3D body scan gives clients something that’s both visual and tangible for your clients; something they can understand, relate to, and, most

Delivering the right message

The reality is that people just need to understand the basics. If you go back 30 or 40 years, there isn’t the obesity epidemic we have today, and people didn’t have the exercise science back then. They just moved more and ate less. As an industry, we need to deliver a clear, uncomplicated message so that somebody who’s never exercised before can pick it up and think, “That’s something I could do and I want to do.” And it’s here that 3D body scanning really comes into its own by allowing you to simplify a client’s journey in a way that is visual and makes sense. Together, we can start to change people’s attitudes towards health and fitness one client at a time, so more people feel empowered to ignore the influencers and the trends and focus on the what’s important; the basics. This way, everyone will realise that their desired levels of health and fitness are achievable October 2019 29


brand new group training cpd

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October 2019


ONE story James Griffiths, Founder of Wild Training takes us back to how his fitness journey began and what lessons he learnt along the way… I didn’t find my way to fitness straight away. I was average throughout school and my first job was as a butcher’s boy. I went on to teach at a ski school, worked as a labourer, a maintenance worker, dabbled in retail and as a car salesman before realising I wanted a career that improved other people’s quality of life. I quit my job and began my personal trainer qualifications. I loved every second of learning, using each element of fitness and nutrition that I learnt practically. At a small, private gym in Ascot I started my first PT job. I was fresh into the industry, full of enthusiasm but having had no support in marketing, upskilling or how to develop a client base, the more established trainers swallowed me up like sharks! This was a moment I wouldn’t forget and one that would define my approach to how Wild Training would support its personal trainers. As I grew into my role, I realised that the lack of support I experienced was common. So many people qualify every year as personal trainers but 80% of those have quit before the end of their first year. One of the best things that happened in my career was my next job as a PT at Champneys. Within my three-month probation period I was promoted to Senior Trainer. I was now a good trainer, but Champneys taught me a lot. I was working with a much more varied client base, for example a client weighing 155kg with 50% body fat right the way through to elite athletes like A P McCoy. Most importantly, Champneys gave me the flexibility to upskill and continue my learning. I began to create and programme posture correction and mobility classes, which went on to become some of Champneys most popular classes. I gained new qualifications and experience, and we ran the first cryotherapy centre in the UK. October 2019



The freedom to upskill allowed me to become more successful and motivated. It was this passion for continued learning and recognising how much of an impact improving my knowledge had on my clients that led me to build a development programme for personal trainers so that they could achieve the same success. This was the early days of Wild Training… but that’s me skipping ahead…. Champneys offered me a more senior role, but I didn’t feel that I was done learning. My girlfriend, now wife, was working at the local David Lloyd at the time and told me there was an awesome Gym Manager there I should meet. As always, she was right. He inspired me and I took a career leap, quitting the safety net of Champneys and starting as a PT at David Lloyd, entering another shark pit of 14 established trainers. Four months into the job, I was the busiest trainer and after six months, I left the job, along with the Gym Manager to set up New Movement, my first business. This was a small PT studio which we planned to develop into a franchise to help other trainers launch their own careers. The success of the studio came, but the franchise didn’t. Therefore, we decided to finish the partnership and he continued to run New Movement as a great PT business. This was a fun time in my career but it lacked clear progression or flexibility. I was also starting to get frustrated as a trainer by not being able to get my clients training enough for them to see the results they wanted. One hour a week is just not enough. So, to counteract this, I designed a flexible, progressive and fun training programme built around a concept that would encourage more people to commit to three effective workouts a week. This is the concept of Wild Training. Needless to say, Wild Training don’t sell one PT session per week and if it’s a question of budget, we offer membership, so rather than one PT session per week, members get one PT session per week and three Wild Training classes. I phoned every single person in my phone book to try and book them onto a launch class. Wild Training officially launched in 32

October 2019

July 2010 and by the end of the year I had 40 members signed up, each taking three classes a week and seeing results. The system was working. What I didn’t anticipate was the rapid rate of referrals. I delivered 152 PT sessions in January 2011, just six months after Wild Training launched. It was time to accept that I needed a team. Having employees sounded like a nightmare at such an early stage, so I considered adapting the franchise model that we had thought about with New Movement as trainers had already been approaching me having seen my ‘Wild in the Park’ sessions. I got a franchise agreement. I got a plan and I got an unreal amount of motivation! From 2011, when the franchise model started, we built the Wild Training systems and trainer development programmes from the ground up thanks to all the different trainers we were working with. These are based on what practical skills and resources trainers need to succeed. We held quarterly training days at Lilleshall national sports centre with video training resources, written articles and regular training workshops. We had nine franchises in 2014 and ended 2015 with 26.


What followed in 2012 was exciting. I developed BTB Exercise, which became the most successful group exercise series I have ever delivered and I designed and created the first vibrating barbell in the world, the ATI Barbell, that works at the same frequency as the Power Plate. Professional athletes such as GB decathlon athlete, Ben Gregory, used the ATI Barbell to help him recover from a nasty shoulder injury. He went on to come 6th in the decathlon at the 2014 Common Wealth Games. In 2013, I was invited to the Stroops master trainer summit in Barcelona. Shon Harker invented the best ‘slastix’ resistance bands in the business and with the Stroops band, he created products that we introduced into Wild Training straight away.

Wild Training is about so much more than fitness, strength and conditioning. Body transformations are easy. Lifestyle transformations are what we are best at. Meet the team and you will experience more passion than you can imagine. Everyone becomes infected by it. Contagious energy that will inspire you to live life to the full. Wild Training never stops evolving, because the people that make it happen every day never stop training, never stop innovating and will never run out of energy to do what they love.

Bodyweight training had always been a big part of Wild Training but when an evolution to Parallettes arrived in the form of the Urban Strength Bar, we knew we were on to a winner. Thanks to my brother, who was an engineer for the company, I had a prototype by the end of the week. The Urban Strength Bar has transformed my fitness and every single person that has used it has been blown away by how versatile it is. A tool to develop strength, flexibility and balance and accessible to every ability. The first Wild Training Gym opened its doors in 2016 and really began to fly. The gym now has 18 incredible trainers who benefit from the flexible working environment and a focus on excellence through study, practice and support. My plan was to create a team of elite trainers that would support each other and work together to achieve what no trainer could do on their own. Our trainers offer a wide variety of classes and expertise including yoga, aerial silks, pole fitness, sport conditioning, calisthenics, rehab, massage therapy, functional fitness. Making up our great team of very experienced, passionate coaches are an ex English National Ballet dancer, a Muay Thai pro and a competing strongman. October 2019



Fit Kit

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

Primal Strength 20mm EPDM Premium Gym Floor Tile The Primal Strength 20mm EPDM Premium 1m x 0.5m Gym Tile is our industry-leading premium gym tile. The tile is made up of two layers; a highimpact 17mm SBR and a 3mm premium EPDM smooth top layer. The tiles are connected using sunken plastic fixers underneath the base of the tile to ensure there is no movement. The result is a stunning gym floor finish. The tiles come with a light grey fleck and are completed with a black bonded edge tile to ensure there are no trip hazards when finishing your space. The tile is also available in a 40mm depth EPDM rubber (Ethylene Propylene Diene Monomer rubber) is a high-density synthetic rubber primarily used for high-intensity training zones, it is heat resistant, extremely hard wearing with a clean smooth finish. Styrene-Butadiene rubber (SBR) is derived from styrene and butadiene. These materials have good abrasion resistance and good aging stability when bonded, offering the perfect gym floor material for dropping heavy weights. The Primal Strength 20mm EPDM Premium 1m x 0.5m Gym Tile Spec: g Premium, industry-leading smooth finish g High impact to protect floors and equipment g Flexible with a light bounce g Slip resistant g Easy to lay (interlocking fixers under the tile) g Easy to clean g Meet UK Fire and Smoke Emission Regulations g Sound resistant £29.99


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Primal Strength Commercial Leverage Squat The Primal Strength Plate-Loading ISO Lever Machines have been engineered to work in the natural motion of the body in order to optimise the isolation of the intended muscle groups. The Machines converge and diverge in a natural, arcing motion, guaranteeing users the maximum muscle contraction whilst providing the safety of a machine to maximise both the benefit and security for users when training. The Commercial Fitness ISO Leverage Squat provides users with a heavy duty, dual use machine, with the option of both leverage squats and calf raises. The ISO Leverage Squat has been engineered to provide a full range of motion to isolate and develop the glutes, hamstrings and quadriceps. This unique machine can be used to a lower depth than a non-supported squat for full muscle engagement, whilst maintaining an ergonomic and safe squatting motion. The angled foot-plate allows users to safely squat their maximum weight without having as much pressure on their lower back. The machine’s design allows comfortable use as either a single-leg or dual-leg leverage squat. The extended weight-pin holders provide a high, maximum weight capacity and the non-slip foot plates ensure user safety even when pressing a heavy load. g High impact to protect floors and equipment g Flexible with a light bounce g Slip resistant g Easy to lay (interlocking fixers under the tile) g Easy to clean g Meet UK Fire and Smoke Emission Regulations g Sound resistant £29.99

Evolt 360 Body Scanner- The worlds most intelligent body scanner The Evolt 360 Ecosystem consists of a body composition analyser, which utilises an eight electrode multifrequency segmental analysis known as Biometrical Impedance Analysis. The Evolt 360 uses a scientifically validated test known as Bioelectrical Impedance Analysis (BIA). It is considered the fastest, non-invasive method of screening total body composition. Bioelectrical Impedance (BIA) works by passing a safe, low intensity electrical current through the body via the tactical points on the machine (feet and hands). In very basic terms, the resistance to flow of the current determines the difference between muscle mass, fat mass (including visceral and subcutaneous), water and mineral. From £179 per Month

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2019 / 2020 Fitness is only going to get bigger and better in 2020 for both consumers and fitness clubs. Here's what you should expect to see as far as new health and wellness-based technology, popularising in workout classes, and trends within fitness clubs. With 2019 already near to an end, new trends and opportunities within fitness are going to redefine the industry, making health and wellness goals more attainable than ever before. Here’s a quick look at fitness and wellness trends we can expect in 2019, and how fitness clubs should prepare for them.


Fitness Trends: Increased Consumer use of Technology for Wellness

and interact with fitness. Apart from tracking physical movement within a day, the scope of these applications are incredible as well as expanding every day. Countless applications provide healthy recipes, diet tracking and personal coaching that can be done with or without access to a gym. For example, TruBe, a popular London based app, has created a digital platform for users to select their desired fitness experience and then organises the session by providing the location, equipment and trainers. Similarly, other applications provide individuals with flexible options to make sure fitness can always fit into busy schedules. ClassPass allows users to sample classes from countless gyms and studios around their cities without the commitment of purchasing a membership.

Digital disruption has already affected numerous industries around the world. From food delivery to the taxi industry and even television, technology is proving that convenience is what drives customer loyalty and ultimately digital transformation.

The app is a win-win-win for fitness clubs and consumers: fitness clubs have new potential customers brought to their doors and users get discounted rates to try new classes and fitness experiences they probably would not have otherwise.

The fitness industry is undergoing such a trend now.

Hussle fills a similar niche by providing users with temporary guest passes to any gym after paying the application’s membership fees. This way, individuals can pop into any nearby fitness club to squeeze in a workout at their convenience

Consumers are using digital means to assist in their path to a more well-balanced lifestyle. This technology is helping more people get active by creating fitness experiences that are fun, habit-forming, social, and time and location sensitive. Here are some of the trends that are making this possible. Wearables Personally monitoring fitness progress, like daily calories burned or distance travelled, is now an expected function of a smartphone or popular device like a Fitbit. For the last several years, wearable technology and trackers have earned the title as number one consumer trend within the fitness industry. Sales patterns predict that they will continue to be a force throughout 2019 as their functionality and convenience continues to improve.

Virtual Reality Fitness Games 2019/ 2020 is predicted to be the year that Virtual Realitybased fitness games take off. VR technology has reached a level of functionality for its games to be a realistic prospect for not only fitness clubs and classes, but also for public facilities like schools, or personal use. These games transport players to a different dimension with make-you-feel-like-you’re-there level graphics that continually keep their bodies guessing (and sweating) with new physical challenges.

Smartwatches now have built-in heart monitors and GPS capabilities, eliminating the need for individuals to wear more than one device at once. This technology has even been implemented seamlessly into clothing. For example, several companies have integrated Bluetooth trackers into water-resistant fabric on both sports bras, running shoes, etc. Fitness applications that put power in the hand of consumers Mobile applications are changing how all of us perceive October 2019



Streaming Workouts Professionally coached classes through streaming technology are also expected to grow. These effective and convenient workout platforms bring the intensity of an inperson class to the convenience of staying at home. Peloton filled a major hole in the market by elevating athome fitness technology to match an in-class experience. Users can purchase their state-of-the-art stationary bikes or treadmills that are synched to monitors. These monitors stream interactive, high energy classes that intertwine circuit training off the bike and treadmill as well. Workouts can be streamed live or on-demand, and offer unique options based on user preference, like an instructor, virtual location, music genre, style of fitness, and duration. Workouts are also synched among all users, creating spirited competition by tracking statistics across a worldwide leaderboard. Look for streaming workouts to continue to rise as they provide consumers with the flexibility of time and schedule.


Fitness Trends: How Facilities Must Respond

With technology providing consumers with many more options on how they achieve wellness, fitness clubs need to be flexible on how they interact with the technology that is the consumer’s first choice in 2019. Facilities should have the most up-to-date technology in terms of digital integrations, smart equipment and automation capabilities. Open API for Digital Fitness Integrations As insistence on hyper-connected technology continues to dominate the industry, fitness clubs should prioritise adapting with this transformation. They should look to opening up their club management system via API to help digitally transform their fitness clubs. For example, new time users should be able to book classes or short-term memberships on the go, track their progress from wearables and equipment to share with the club and trainers and interact with other fitness technology for socialisation and/or competition. Clubs that don’t have the necessary integrations of the consumer’s first-choice risk losing out to other clubs that are more technologically advanced. The best way to start doing this is by having your club’s Mobile App connected to your management system. With built-in integrations feeding data to the system from integrated devices, both the club and consumer will have ample data allowing each to understand trends and progress more easily. From there you can set up automations and business intelligence to assist in members reaching their fitness goals. There’s no telling what the next big fitness technology will be that disrupts the industry. However, with an open API, you can ensure that your club will have the flexibility needed for consumer disruption.


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Smart Gym Equipment Fitness equipment has grown in two ways: performanceenhancing technology that pushes users to get more out of their workouts, and Bluetooth and digital technology. By gradually replacing out-of-date machines with the latest equipment on the market, you will show your members that you care about not only providing the best experience possible for them but also that your club is committed to keeping up-to-date. Many consumers view tracking workouts as a necessity in measuring their progress. Smart equipment helps them do that with just a swipe of their card, key fob, or mobile app code. This data can then, in turn, be shared with the facility to ensure that the consumer is making progress. Club Automation Convenience will continue to be a deal-breaker for customer acquisition. Fitness clubs of any type will struggle to sell memberships if consumers feel limited by access, opening hours, or old equipment. Clubs and studios can combat this problem through automated services, like self-check-in access cards, turnstiles, self-service kiosks, e-signatures and other technology that will help your gym operate on its own. For boutique clubs based on class schedules, online registration and client portals are crucial. Additionally, consider offering unlimited attendance at a fixed fee to provide clients with more flexibility to attend. Some high-end clubs and leisure facilities may need less automation, but it’s important to fit your business type with the right level of automation to make life simple enough for your members, but not without a human touch when it’s needed most. Using data to understand trends and provide experiences By extension, the popularity of these devices will also push fitness clubs to cater to more digital opportunities in their clubs. For example, utilisation of wearable technology will present opportunities for clubs to use analytic techniques to examine this information to their advantage. For example, using data to determine what your most popular class experiences are can help choose and schedule the most appropriate classes at the best possible times. By using sources like mobile applications, client portals, or equipment synchronisation, fitness clubs have access to this


personal information, which can then be logged and maintained into a database of typical behaviours and preferences.

generations are working longer and living longer, health consciousness has been pushed as a priority.

This pool of personal data is ideal for using analytical techniques to understand more about your members to improve your club for them.

In fact, regular exercise has consistently been cited as the best ways to fight against diseases commonly associated with older age, like joint pain, dementia, cardiovascular disease, or high blood pressure. Increased senior participation in fitness classes like Yoga, Pilates and Zumba have also reportedly improved flexibility, balance, and mobility.

How clubs process and ultimately use this personal information has the potential for them to offer significantly improved experiences to their clients, by making specialised offers, discounts, or opportunities for their members. This data can also be used to fight churn rates and improve retention among clientele by identifying behavioural patterns.


Fitness Trends: Facility Experiences

Fitness clubs should also prepare to keep pace with popular fitness styles through classes and trainers. Rise of the Studios Boutique Fitness Clubs will begin popping up in second-tier cities and suburbs. With the explosion of boutique clubs last year in densely populated cities like Los Angeles, NYC, London, etc, the saturation within these high traffic cities has caused a ripple effect. The buzz surrounding boutique gyms and classes has pushed to make them more accessible to fitness enthusiasts in smaller cities. Following the same chain of thought, boutique clubs are looking to escape some of the daunting competition in big cities by continuing to either relocate or open other branches in less congested areas. This move will still signify the expansion of specialised fitness studios, which could help drive down price points compared to their mark up in bigger cities. Regardless, boutique clubs will continue to grow in numbers, locations, and members throughout 2019.

This appeal means that fitness clubs should be prepared to cater to this surge in older clientele by offering seniorfriendly equipment, classes, trainers, and potentially discounts (who doesn’t love a bargain?) Unique Facility Experiences Just like how Pole Dancing classes, rave-inspired spin courses and Tough Mudder style obstacle courses dominated 2018, 2019 is primed for more diverse experiential styles of fitness clubs to take centre stage. Boutique classes based around HIIT Rowing machines, Pilates on stand up paddleboards in California, and trapeze-inspired Acroyoga classes are continuing to transition from novelty workouts to the mainstream. Many other studios have developed specialised fitness classes with potential to catch on this year. Throwback Fitness structures its classes around childhood favourite recess activities, like Capture the Flag, handball, and dodgeball with childhood favourite hits blasting in the background. Studios based on American Ninja Warrior, like Brooklyn’s Zoo, recreate the challenging obstacle courses that demand full body callisthenics to get from one objective to the next. Some gyms have gone as far as inventing their own patented exercise machines, like Sproing Fitness in Chicago. This studio uses their specialised technology that combines the mechanics of a treadmill and trampoline to create the sensation of running on the beach.

Shorter HIIT Classes HIIT training has stood the test of time over the last decade or so, securing its place as one of the most rewarding and impactful types of workouts. Many developments in the fitness industry have been directly related to how working out can still fit into a busy schedule. HIIT style classes perfectly cater to this by packing the calorie burn of an hour class into a thirty minute time slot. Since HIIT based classes can also vary greatly in terms of styles of fitness (circuit training, step classes, spin classes, rowing, etc), there is no shortage of options as far as class structure, appeal, and type. Therefore, club owners should prioritise offering a variety of HIIT based classes instead of traditional hour-long steady-state cardio classes. Fitness for Everyone Attitudes towards fitness have become as inclusive as possible for people of all ages and backgrounds. This has been evidenced by the surge of female-only gyms, youth exercise classes, and most notably with fitness opportunities for older generations. Senior citizens are not exempt from the fitness trend wave that has seized global attention. Especially as older

Conclusion With 2019 literally putting fitness at our fingertips, the fitness industry is ready to expand and transform like never before. October 2019



PREVIEW FIBO MIAMI 2019 FIBO USA​, the largest interactive showcase of fitness, health and wellness industry innovation in the world, is making its way to Miami. The event will take place October ​ 16-20, 2019 a ​ t the Miami Beach Convention Center and will be packed with heart pumping group fitness classes, enlightening talks and workshops, interactive technology demos, restorative recovery sessions, high intensity competitions and much more. Backed by 34 years of iconic global events across Germany, China and South Africa, FIBO’s second annual US event invites business leaders to discover t​ he game-changing people, products and ideas transforming the global health and fitness ecosystem today. FIBO USA will feature a full schedule of ground-breaking educational sessions, workshops and speakers. This year’s roster of programming was expertly curated by the ​FIBO Education Committee​, a group of fitness industry leaders spanning group fitness concepts, instructor certification, nutrition and more. With the aim of being the best decision-making aid for gym operators, instructors, and wellness providers, FIBO USA is a must attend for any professional looking to invest in the future of their business. FIBO USA has a ton to offer for fitness professionals and enthusiasts alike. To make navigating the show easier, we’ve broken down key FIBO moments for trade attendees into ​5 ​ categories:

1. FUTURE-FOCUSED EDUCATION, CERTIFICATIONS AND MORE In today’s exceedingly competitive landscape, it’s crucial for owners and operators in the health and fitness sector to actively seek and seize innovation, trends and opportunities in the marketplace. The ​2019 American Health + Fitness Forum (AHFF)​, an industry summit and networking event taking place October 16-17, will assemble an inspirational faculty of global leaders, including Les Mills Founder Phillip Mills and Orangetheory Co-Founder David Long, who are pioneering marketing, sales, and operational strategies that genuinely engage customers across the ever-evolving connected world. Attendees will walk away from the 2019 AHFF with actionable tactics direct from the individuals who are raising the bar across the globe, on both the supplier and operator sides. Session topics range from “Landscape of the Global Fitness Sector” and “How Digital Can Help to Enhance the Customer Journey” to “Putting Mood Above Muscle” and “Increase Reach and Revenue with Health + Well-being Engagement.” For those looking to expand their professional offerings, continuing education opportunities are essential. FIBO USA has collaborated with certifying agencies to offer continuing education credits for professionals who attend eligible sessions. ​CEUs/CECs are available from ​The National Association of Sports Medicine (NASM)​, A ​ thletics and Fitness Association of America (AFAA)​,​​National Strength and Conditioning Association (NSCA)​and T ​ he American Council on Exercise (ACE)​. Qualifying sessions, presented by a bevvy of top-tier instructors, will be hosted by ​DEEP​®​, K ​ eiser​, ​PiYo​, ​ SGT Ken​, ​SoulBody​, ​INSANITY​ and more. Lectures, workshops and presentations will also be hot ticket items at FIBO USA. A wide variety of topics will be covered, ranging from virtual reality to lead generation and “How to Build a Badass Boutique.” Other sessions to consider attending include: “Stop Selling Packages,” “How Can Stem Cell Therapy Enhance One's Fitness?,” “ClassPass Unpacked,” “Beyond the Workout: Tips to Enhance the Client Experience” and “​Mitigating PTSD in the Military with Breath and Mindfulness.”


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2. GROUND-BREAKNG SHOWCASES FROM INDUSTRY LEADERS Among the exhibitors showcasing the future of fit on the FIBO USA exhibit hall are ​Aktiv​(Stand: 315), which amplifies dynamic training areas for health clubs and specialty studios alike. The company’s mission is to establish safe, functional, and revenue-generating spaces, so that fitness professionals can deliver inspirational exercise experiences. Aktiv will be debuting its new turn-key functional studio solution ​ ACADEMY​, which optimizes the training environment to include digital programming, tailored equipment and guided flooring to create an experiential training environment. Global Electro Muscle Stimulation (EMS) technology makers ​ miha bodytec​(Stand: 108) will be offering free trials of the highly effective and time efficient training method used to increase muscle strength and mass, whilst reducing body fat. EMS, while massively popular in Europe and until recently only available in the US to elite athletes and celebrities like Tiger Woods and Ashley Graham, was recently approved by the FDA. Attendees interested in game-changing fitness technology ​must​check out the 2 ​ 0-minute workout that’s

anticipated to pop up soon in gyms and boutiques nationwide. Keiser​(Stand: 300),​a company that ​strives to push the limits of fitness science, will also be on the FIBO exhibit floor showcasing cardio and strength equipment, functional training modalities and much more. For over 40 years, the company has been changing the way people of diverse ages and abilities exercise, while helping to improve their performance and quality of life. A favorite in the fitness ​wearable and digital technology space,​​Myzone​(​ Stand: 417), will be on hand showing off its innovative wearable heart rate based system that uses wireless and cloud technology to accurately and conveniently monitor physical activity. Group exercise leaders looking to ramp up their in-class offerings should swing by to check out how Myzone amplifies the group exercise experience by displaying real-time heart rate, calories, and intensity with five simple color-coded personalized zones. On the nutrition side, FIBO USA is proud to offer showcases and tastings from clean eating innovators D ​ IRT​and V ​ ital Proteins​. October 2019




g Fitness coach, A ​ insley Rodriguez

Beyond demos, attendees can also expect to break a sweat by choosing from 120+ workouts and instructor trainings from ​Alignment Essentials​, ​Beachbody​,​ Les Mills​, ​Soulbody​, ​ YogaFit​, Zumba​, and more.

To unlock ​unlimited access to daily workouts, workshops and lectures for ​fitness professionals and enthusiasts alike, attendees can purchase a​F ​ IBO FitPass​retailing for $40 a day or $60 for three days.

The 2019 instructor lineup includes SWEAT Trainer and PWR Workouts creator ​Kelsey Wells​​as well as four-time CrossFit Games champion and “Fittest Man on Earth” ​Mat Fraser​.


A Q&A with Wells will take place on Friday, October 18 at 4:00 PM, followed by a PWR Workout session and adjoining meet and greet at 9:00 AM on Saturday, October 19. Also on Saturday, October 19, Fraser will lead a 10:15 AM workout and take part in a Q&A afterwards at 11:00 AM. Joining the two superstars are other prominent fitness, health and wellness brands and personalities showcasing the “Future of Fit.” Workouts, meet and greets, and panels will feature: g American fitness icon and Tae Bo creator, ​Billy Blanks​, who will, among other activities, demo BoomBoxing®, his new and exciting high-intensity workout consisting of eight basic martial arts moves combined with upper body boxing Kata techniques. This is Blanks’ ​first workout since developing Tae Bo over 20 years ago. g CrossFit Games athlete, ​Patrick Vellner g THE CUT co-creator, ​Christa DiPaolo g S3 Yoga Founder, ​Savanna Stevens 42

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In between high-intensity classes and walking the exhibit floor, attendees can take a load off and witness great feats of strength in FIBO USA’s competition spaces. Spectator tickets to strength, calisthenics and functional fitness competitions are included with every FIBO Pass. On Thursday, October 17 through Saturday, October 19, the ​ US Ninja League​will welcome athletes from all walks of life, including amateurs, pros and kids, to compete on the largest live event ninja platform in the United States. The contest will qualify Amatuer Winners as PRO across ALL Divisions including Ninja Kidz PROs. Ultimate Freestyle Calisthenics (UFCL)​​is another multiday competition to attend. In addition to hosting the 2019 Ultimate Freestyle Calisthenics Championship on Friday, October 18 from 10:00 AM to 5:00 PM, the UFCL will invite aspiring and curious calisthenics and street workout athletes to participate in workshops and challenges on Thursday, October 17 through Saturday, October 19. Join ​The American Strongman Corporation​, the governing body of the Arnold World Strongman Championships,


Friday, October 18 and Saturday, October 19 for an exciting competition among some of the country’s top strongman athletes. Winners will be crowned America’s Strongest Man and Woman​™. On Saturday, October 19, ​HYROX​, the ultimate fitness competition for every body, will make its US debut at FIBO USA. This event was made for team athletes, runners, triathletes, obstacle racers, CrossFit enthusiasts and fitness fanatics who make the gym their playground. Participants can tackle the course, which includes 8x 1k runs and 8 workouts, individually or as a part of a dynamic duo. USA Powerlifting​, ​the leading powerlifting organization in the US, will host the Global Fitness Championships on Saturday, October 19. The open championship includes events in the bench press, deadlift, push-pull and powerlift. And finally, attendees can experience the National Physique Committee (NPC)-hosted​​Ultimate Grand Prix​of physique competitions on Saturday, October 19, during which athletes will compete for titles in the bodybuilding, figure, bikini, and men's and women's physique divisions.

5. UNPARALLELED NETWORKING FIBO USA knows that mixing and mingling with other fitness insiders and influencers is what can really move the needle, that’s why it’s offering opportunities for attendees to network with fitness, health and wellness peers from around the country.

Starting at 2:30 PM on Friday, October 18, attendees can fuel their fire and advance their career by attending ​Fiercely Female​, an innovative and inspiring half-day Women’s event hosted by Women in Fitness Association (WIFA)​. Women from all walks of life and at different places in their careers will experience motivational speaker panels, networking sessions and workouts, plus leave with new relationships and memories to last a lifetime. Later that same day, at 4:45 PM, the FIBO community is invited to ​wind down from the week with a one-of-a-kind Happy Hour Flow, presented by S ​ 3 Yoga​, that promises to deliver balance, bliss, and good vibes. The event will feature a uniquely themed and sequenced yoga class timed to the latest tracks,​​complimentary beverages and network opportunities. Another bonus is FIBO USA’s partnership with ​James Woodley Photography​, who will be onsite to snap fitness photos for attendees. Getting high-quality images for an Instagram account can be a serious financial setback, that’s why FIBO is taking the stress out of it and offering Instaready, professional photography and editing services on a budget. Pre-registration on FIBO’s website is strongly recommended as spots are limited. FIBO USA is a one-of-a-kind experience. Its programming supports the growth and development of gym operators, instructors, and wellness providers, unlike any other conference or convention on the market. To learn more and to register for FIBO USA 2019, please visit ​​.

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Onboarding – Leave No Member Behind You are not normal. You own a gym (or work in one). Normal people did not enjoy physical exercise at school. Some of them enjoy it even less now. Physical exercise hurts, takes time, and costs money. But they come to your club looking for motivation. So, you're going to need a bunch of tools and resources to help them. On-boarding is the most important part of the member journey. If you get it right, your members will stick around longer, saving you time and effort chasing absentees or dealing with cancellations. Although only around 10% of your members will be new at any point in time, it's worth putting in up to 50% of your effort into on-boarding. Try to leave no member behind. Think about your new members’ first experience. What standards do you have in place to ensure the joining experience is excellent, and how do you measure success? Simple things like a welcome message can give you early engagement insights. A welcome session [aka induction] will help retention. Other good examples of first experiences might include a first group exercise class, body composition analysis, new member challenge, myzone workout, or PT session. Choose 2 or 3 key actions that you will try to get every new member to experience, and then measure engagement.

By Guy Griffiths, Author of Stick Around (strategies to keep your gym members motivated) Example New Member Actions g Welcome Message g Welcome session [induction] g Introductory class / First group exercise session g Body composition analysis / weigh-in g Challenge sign-up g Exercise programme/goal setting appointment g Fitness test / heart rate workout g PT session g High-five / nudge SMS

Welcome Message The welcome message that says thanks for joining is a nice new member touch. But it can also help you to measure and increase engagement. If sent by email, you can monitor delivery (bounce, open, and click rates). It’s a critical pathway if you have a digital new member goal like downloading your app or creating an online member account. If bounce rates are high (e.g. invalid email address) this is a great excuse to speak to the member in club, or call them to get the correct email. If your open rate is below 50%, there's a couple of actions you can take; improve your subject line and/or tell new members that they will receive an email packed with information and motivation. If your click rate is low, add more clickable links, or re-word the text or buttons. Don’t just say “follow us on facebook”, try “keep up-to-date with the latest member stories on facebook” instead. Finally, if you’re still missing out some new members, consider other channels; is SMS or letter a good alternative?

Welcome Session We know that members who have a welcome session stay longer than those who don't, and yet ‘induction’ rates are still low (if measured at all). Some budget gyms instigated this problem by allowing new members to bypass the induction. Many other clubs in the industry have followed suit. They’re making the sale easier, removing a barrier to entry for new members. However, it’s now difficult to convince new members to have a first appointment, and member retention suffers. 44

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There are a few reasons why first appointments are key to good retention but the primary one is to ensure that the member makes their first visit. Certain chains have over 15% of joiners who make zero visits! Nearly another 10% of joiners make only one visit, and never return. Offering a welcome session will increase the chance of new members visiting once, and if delivered well, should encourage them to come back again. Recording which members request and attend their welcome session is good practice. If a new member declines or misses their appointment, you can try to re-sell the appointment. And you will need to sell it. A lot of new members claim they know what they're doing or say they have had an induction before, but nearly all will benefit from the appointment. Tell success stories or share feedback from welcome sessions to help show the benefits to members (and staff).

Key First Actions So, as a new member joins, choose your key first actions. Send welcome messages, offer (or mandate) welcome sessions, encourage new members to attend a class, buy/ wear a myzone belt, measure their body composition, join a challenge, have a PT session, etc. Track your success rate against 2 or 3 of these as key performance indicators. You can then set targets and take action to improve uptake of these key interactions. Not all new members will comply, so you need options on possible pathways, and measuring can help identify members who are getting left behind.

Next steps: 7-day call Every new member has committed to your club and parted with their money, so a courtesy call at 7 (or 14) days is a nobrainer. Ask how their induction was (if they had one), did they get the welcome email, have they attended a class yet? If there are any issues (missed induction) fix them if you can (re-book) and if there are no issues, ask for a referral! Again, the 7-day call is a nice thing to do, and it will get you the occasional referral. But more importantly, it helps you to highlight anything that could be going wrong for a new member. Most restaurant waiters will ask if everything is OK with your meal; think of this the same way. Reach out to all members, and you’ll be able to help the ones who are being left behind.

True story: 7-day Call The sales manager at a large multi-site leisure trust was convinced that 100% of their new members were called at 7-days, since their CRM system showed a tick in the box for every new member. However, mysteryshopper joining highlighted that less than 25% of joiners were called by staff (from 82 new member journeys). What’s more, only 2 of the joiners who were called were asked for a referral by the Customer Advisors (sales staff) who were making the calls! A more rigorous check process now ensures that at least 50% of new members receive a 7-day call. Most sites do much better than 50%. October 2019 45


Congratulate or Encourage Dos and Don’ts for new members g Do encourage all new members to have a welcome session g Do try to persuade them to attend a class g Do spend more time listening than talking g Do introduce them to other members and staff g Do offer members a welcome session again if they declined/missed it first time around, especially rejoiners g Don’t tell them they need to visit 3 times a week g Don’t promise them a program review every 4-6 weeks (they probably don’t want it, you don’t have the resource to deliver it, and they won’t exercise plateau, it’s a myth, unless you’re an elite athlete!) g Don’t criticise their last club. Compliment it, and then they’ll tell you why they left g Don’t rely on email. Only 1 in 5 emails are opened g Don’t be afraid to pick up the phone. You are not cold calling, and you’ll learn a lot about your members The final onboarding suggestion is still simple, but delivers an indispensable statistic. Send an SMS (or other message) to all members 30 days after joining. If they’ve made 4 or more visits, send a congratulations message, or if they’ve made fewer than 4 visits, send a message of encouragement. Try to send it to all new members; if you can’t text them all, consider alternative channels, email or letters/postcards. Count how many congratulation vs encourage messages you send, and you’ll have a new member engagement metric. Are new members who have a welcome session or attend a class more likely to get a congratulation message? Do you need to ‘sell’ more welcome sessions?


October 2019

As well as the measure of new member success, you also have a list of new members on low visits in their first month. You’ve sent them a message of encouragement, hopefully with a good call to action, but it’s not going to hurt to pick up the phone to them too. Try to leave no member behind! Guy Griffiths is a leading authority on member retention. His mission is to help more people to be healthier and happier by spreading the word on member retention initiatives that work. His book Stick Around (strategies to keep your gym members motivated) has 4.9 stars on Amazon, and he will be appearing next at the ClubRight Retention League on 25th October. Tickets available from


M o n e y - S av v y Brits Spend Almost 30% Less On Health And Fitness Than Top Ranking European Country In our most extensive survey yet, Myprotein has asked over 16,000 respondents from 15 countries across Europe how much they spend each month on everything from protein shakes to personal trainers, gym memberships to meal plans and more! Forget pizza, pasta, and prosecco — just pass the protein as Italy tops chart of healthiest European countries, while the UK ranks just 9th ■ The average Brit spends £144 each month maintaining health and fitness —that’s an average of £107,500 over a lifetime ■ Money-conscious Brits still come 9th in Europe for health spending — miles behind chart-topping Italians who spend almost £600 more each year ■ Gym memberships and supplements are the biggest money sinks in health and fitness, costing Europeans an average of £33 and £67 each month Our survey revealed that out of the 15 top ranking European countries, Italy has the highest spend, topping the categories for gym memberships, high protein foods AND meal plans every month. In the meantime, it seems savvy Brits are making the most of the rising home workouts, budget gyms and the meal prepping trend as they rank just 9th out of 15. The UK spends almost £600 less than top runners Italy every year, with millennials in the UK aged between 25-30 being accountable for the highest health and fitness spend than any other age group in the country — investing well over £1800 into their wellbeing each year. Unsurprisingly, results revealed that image-conscious and social media

savvy Generation Z spend on average £30 a month on gym clothing, over 45% more than those 60 and over. The average yearly spend for British women is £1910, compared to men who come in £255 cheaper, as they spend 25% more on gym clothes and over 53% more on PTs every year. Men still top the protein shake category though spending £303 per year vs £230 spent by females. October 2019 47

bb uu ss ii n n ee ss ss

The Simple Sales Process that Works 4U! By Daniel Nyiri, founder of 4U Fitness

“It’s not about having the right opportunities. It’s about handling the opportunities right.” – Mark Hunter After the past 3 extensive articles on hiring, I figured now that you have a team you need to know how to sell. So the next few articles will be about sales and I figured the easiest way to get started on this long journey of sales is by putting together a sales process in 2-3 pages that actually works while I really break down sales. The following probably 5 articles I will be sharing is something that we teach gym owners how to do and they pay us $10.000 for us to do so. As we speak we have 2 gyms we are working on currently with that price range. The course runs for 10 full days so you can imagine its pretty intense and now you can see that $10.000 price range is not expensive especially because so far every gym who have mastered it with us have done 7 figures afterwards. So please enjoy this warm-up article to sales and let’s get ready for the extensive ones coming in the next 5 months! Whether you are a personal trainer, manager, gym owner or anything else, you are also a salesperson. You sell every single day. You also sell to your parents, to your friends, to your spouse, to anyone you meet, you are continuously selling. Doesn’t matter if you don’t think about it or you aren’t very good at it, you are still selling. With that in mind, it should be your number one goal to be the best at selling or, as I mentioned earlier if you don’t know how to pitch or sell you will be sold on the people you talk to. And your 48

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wallet will be empty. According to Patrick Bet-David, there are three different types of people in the world when you are prospecting: people you don’t know, people you do know and people your people know. Which is absolutely correct. Obviously, the hardest to sell to are people you do not know. This is why you really need to know your pitch to grab their attention and then really focus on their problems; if you know you can help them with your product and services, it should be your number one goal to make the sale! If you don’t, you are really hurting them and your business. Since you are absolutely sure that you have the solution for them, you need to figure out the way to really sell them on it. The problem that most people face is that they have an amazing product or service but they have no idea how to sell it. This is why so many businesses and products never make it, even if they are good, even if they are the best of the best! Because they don’t know how to sell.

This is why I recommend the following five-step sales process. ■ Ask questions about your prospect, lots of questions, find out what they really need. ■ Based on those answers, link your business and services to their specific wants and needs. ■ Focus on a warm tone of voice, positive body language and common words or professional words. ■ Never let your prospect compare prices to someone else. ■ Use scarcity to close. For the first two steps, ask questions! We have 20 questions to ask a new consult. You, too, should have a specific list designed to not only get all the information you need to figure out if this is a client you can truly help, but also to get the specifics out on how to sell this client on your services. Really get into the details about their goal. Ask them what their goal is. Ask them, “What would it really mean to you if you could reach your goal?” Tell them to really think about it and imagine themselves in the future achieving that goal. And then ask them to tell you what it felt like and what would it mean to them! Then ask their specific wants and needs, find out their previous history what they liked or didn’t like about previous gyms or trainers, what is their job, are they limited on time, etc. Once you know all the details you can really build an answer that you can sell them on. For example, let’s say we have a prospect whose name is Nina. Nina is a busy mom who doesn’t want to bulk up but does want to tone and get lean but she says she doesn’t have any time to exercise. In response to Nina’s problem, we would say something like this: “That’s great, Nina! Because we specialize in helping women just like you to lean out and lose fat. We’ve developed a high-tech invention that is designed to transform women and tighten their skin, making the muscles stronger and the body leaner than ever. It is a three-hour workout that can be completed in just 20 minutes. And the heaviest weight you will ever touch is just two pounds.” In that short response, I gave Nina a solution to all of her issues! During the rest of the consultation with Nina, I will focus on reflecting back to these issues.

In step #3: Recognize your audience and make adjustments as needed. If you have a guy who comes into a consultation with a really deep and loud voice who continuously tries to talk over you, you definitely have to step it up and talk over him to show who’s boss. Otherwise, he won’t trust you and won’t buy anything from you. However, when you have a person who is quiet and timid in personality and voice, you need to adjust to that as well. Otherwise, you can scare that client away. All the while, you should be trying to pick up on their body language; if they sit with their legs crossed you do the same. If you try to reflect back similar their body language, tone of voice and the words they use, they will see themselves in you and they will leave with a good vibe, excited about doing business with you since you have so much in common. October 2019 49


In step #4: Never let your prospect compare your prices to someone else. Imagine this: a prospect walks in and all she wants to know is the price. We charge almost double the average in our area. What do you think she would do if we told her that? She would say, “Wow, that is way too expensive and you guys are crazy.” You simply can’t start with this information and allow her to do that. Right away you need to ask “Expensive? What do you mean? Why do you think we are expensive? Expensive to what? What do you compare us to?” You have to find out she’s comparing you to the gym down the street who charges $10 per month for membership or if it’s the personal trainer down the street who just opened so he discounted his prices to attract new customers and he will be out of business soon. Or is it all the personal training studios in the area who charge half of what you charge but train clients for an hour, three or four times per week without a fully detailed nutrition and workout plan with detailed analysis? In this case, it is like comparing a luxury car with a 1992 basic Honda. You just can’t do that. They need to know the value. In our case, we cut the 50

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workout in less than half and make it more effective where we also guarantee the results or we give their money back. This means that they have no risk whatsoever. And these are just the basics. But the point is nobody out there is quite like us so there is just no way to compare our prices to someone else. It is like comparing a heart surgeon to a dentist. How come a heart surgeon costs so much more than a dentist? They are both doctors, just like we are all gyms. But we have very different roles. In step #5: Now it’s time to close the deal! If for some reason, the prospective client is still not ready to close with you, it is time to scare them a little. For example, you can say something like “This is for a limited time and we are raising our prices next month but if you sign up now you will be guaranteed our current rate forever.” Or, “No problem I can follow up with you soon but I just want to let you know that I only have three spots remaining and I have five more consults this week with five lovely women who have just had babies, but I can only take three so after that I would have to put you on the waiting list.” When you start to paint a picture in their mind that other people just like them are signing up, this should definitely do the job.


Thinking about becoming a personal trainer or fitness professional? 01 The package:

03 Social media:

Don’t be blinded by marketing hype. Ask real questions about your course. Who’s teaching you? Where will it take place? How long before you qualify? What after support will you receive? Make sure you make a note of any deal you are offered and ask the company to email it to you, so you have it in writing.

02 Reviews:

With so many training providers in the UK, it can be difficult to choose which one to study with. Follow these simple 10 steps to help you decide:

Check the companies social media pages, you can get a good idea of the company from the articles they post. Their experience, intellect, creativity and originality. Also, check the comments and interaction from their followers when they post.

04 Regulated Qualifications: Make sure the qualifications you choose are regulated by OFQUAL. A regulated qualification ensures what you are studying has been mapped by national occupational standards and will be automatically recognised by REPS, Cimspa and the Fitness Register. It also means that they will be subject to vigorous quality assurance audits. There are some great courses out there but unfortunately, the lack of regulation will result in their qualification not being recognised in most clubs and gyms.

Always a good place to start. What do other people say about this company that have studied there? Look at Google and Trust pilot as with these, you cannot leave a review until your account is verified. Avoid looking at reviews on the actual websites as these can be edited with ease.



Partnerships and endorsements: Any training provider that has an endorsement or a partnership with a well known Gym brand is telling you that if an organisation like that can trust them - so can you.

Longevity of the company: How long has the company been going? Who started the company and why? Avoid at all costs, a company that has sprung out of nowhere claiming to be all singing - all dancing.

07 Financial Records: Check the company’s financial records. Its simple to do and free. Go to the Companies House website. Look at their last two to three years financial accounts. Avoid companies that are making a loss - chances are, they may not be around for much longer.

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08 Price:

Usually the crunch factor. Often you may pay up to double the price for the exact same course with some training providers…do your research and compare costs before confirming anything.

09 Their graduates: Try and find a trainer that has graduated from the training providers you are looking at. If they are good, chances are they have been taught well. If they aren’t good, well...

10 Competition: Avoid training providers whose marketing replicates others or who slate other providers. A good training company should be original dynamic and fresh. Those that simply copy others will most likely not have the capability of adapting their courses to current needs and trends. Finally, no training provider will ever be 100% perfect. Those that claim they are - aren’t !!! Adam Kiani Chief Executive PT Academy Founded in 2009, PT Academy is the largest and fastest-growing fitness education company in the UK. PT Academy delivers its courses from over 220 venues nationwide.

“There are some great courses out there but unfortunately, the lack of regulation will result in their qualification not being recognised” 52

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Is it time to trade in your magical beans and “hormone balancing powders” for some scientific facts and specific advice from qualified health professionals? An inside look at how the fitness industry is currently catering to clients needs and the importance of operating within your scope of training. By Taz Dunstan from XL Personal Training As a gym owner, your success is determined by your members success. You have a responsibility to provide the resources, facilities and equipment to meet these needs safely. These resources include qualified and experienced staff, who can operate within their scope of practice to advise and guide your members on their health and fitness journeys. Current fitness trends are leaning towards “holistic health” which is not something the fitness industry has traditionally embraced. The temptation to act out of scope to be seen as “catering to a need” or #trending in the fitness scene has resulted in vast amounts of fitness professionals providing advice in fields they have no qualifications, training or experience in. The risks this poses are not only aesthetic, or the disappointment in delaying someones’ goals but can result in irreversible hormonal and metabolic damage. It is paramount if you do not specialise in a field, that you establish trusted business relationships with allied health professionals who specialise in areas of health that you, as a fitness professional, do not. As a gym owner, you have the capacity to build this network and serve as a primary point of contact to refer clients to whichever professional meets their needs. Last months article “Your physical success is all in your mind.” focused on the importance of emotional and mental wellbeing and the interconnectivity of your psychological state 54

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[Hormone] predominately male, responsible for growth. Testosterone is a hormone produced by testes in men and to a lesser degree by ovaries in women, helpful in muscle building, increasing libido, bone mass, muscle strength and energy levels. Testosterone also influences the parts of the brain responsible for regulating emotions. People with high endogenous testosterone levels have significantly less activity in prefrontal brain regions and less communication between the prefrontal brain and the amygdala, ultimately increasing chances of aggressiveness, depression, impulsiveness, anger, mood swings and lowering levels of empathy. Low levels of testosterone may result in depression, anger, irritability, feelings of insecurity and anxiety. and the physiological impact that has. That article referenced certain allied health professionals such as social workers, counsellors and mental health practitioners among others. This article is a follow up looking in more detail at the process of the neurotransmitters and the hormones they produce and release into the body and the allied health professionals who specialise in this field. To dispel a myth: No powder you can purchase from a supplement store will “balance your hormones!� (*even if it claims to do that on the label) Why? Because your hormones are as unique as your DNA and generic products are not tailored to your bodies composition or compounds. This is a very basic table of only some of the hormones, neurotransmitters, and chemicals of the human body- alleging to understanding this and provide guidance to others without any formally recognised qualifications is dishonest and dangerous. For this reason, I have nutritionists, dieticians and naturopaths in my allied health professional network to ensure I am providing the best and most credible services to my clients. Name Type and role Levels and impacts on the body


[Hormone] responsible for female reproduction and mood enhancement. Estrogen is the primary sex hormone of women. The effect of estrogen on emotions is due to its ability to increase serotonin and endorphins; the chemicals associated with positive moods. Low estrogen levels are associated with depression, anxiety and mood swings. However, high estrogen levels can also be damaging. Estrogen helps in maintaining levels of serotonin, dopamine and norepinephrine by decreasing level of monoamine oxidasethe enzyme responsible for their deactivation.


[Hormone] responsible for female ovulation and calming. Progesterone calms the brains stimulation of estrogen. An imbalance of estrogen and progesterone often presents in forms of insomnia, anxiety and migraine.


[Hormone] responsible for happiness. Serotonin regulates a range of physiological and biological functions including mood, arousal, aggression, thinking capacity and memory. Excess levels of serotonin may cause sedation, apathy and reduction in libido. Low levels of serotonin are associated with low mood, lack of will, poor appetite control, social and sexual anxiety disorders and depression.


[Chemical] Acts as a reward-based motivation Dopamine is a neurotransmitter which plays a role in attention, memory, drive, muscle control and ovulation as well as happiness and alertness. Low levels of dopamine in the body can result in depression, impulsivity, mood swings, attention deficit, cognitive issues, compulsive behaviour, cravings, apathy and loss of satisfaction in life activities. A high level can lead to addictive behaviour, suspicious personality and possible paranoia.


[Neurotransmitter] Acts as an information processor Acetylcholine is the primary neurotransmitter in charge of muscle movement, alertness, concentration and memory. When levels are optimal, mood is elevated, mind is focused and intelligence increased. Low levels impede the ability to learn, recall and process information accurately. It also controls primitive drives and emotions like anger, fear, rage and aggression. With the imbalance in these neurotransmitters, these emotions can affect both the individual and the people around them. *There is an inverse relationship between acetylcholine and serotonin (when one increases the other decreases). In lower amounts, Ach act as a stimulant for the brain as it stimulates the release of dopamine and serotonin. Too much of Ach inhibits brain and causes depression


[Hormone] responsible for bonding Oxytocin is a hormone that is made in the hypothalamus and October 2019 55


released into the blood by the pituitary gland. It promotes feelings of love, empathy and connection thus inhibiting the areas of the brain responsible for registering fear, anxiety and stress. Low levels of oxytocin are linked to depression, poor communication, sexual frustration, anxiety, fear, disturbed sleep, sugar cravings and irritability.


(gamma-aminobutyric acid) – [Neurotransmitter] responsible for brain activity regulation GABA is an inhibitory neurotransmitter that is produced from glutamic acid in the body. It slows down the activity of the limbic system (Emotional response) reducing fear, anxiety and panic, acting as a natural sedative which suppresses the hormone “prolactin.” Lower levels of GABA can result in feeling restless and anxious.

Norepinephrine and Epinephrine

[Hormones and neurotransmitter] combatting stress Norepinephrine acts as a neurotransmitter as well as a hormone. It is involved in the arousal system of the brain and the sympathetic nervous system, responsible for changes in blood pressure and respiratory rate. As a hormone, it is released by adrenal glands triggering a “fight, flight or freeze” reaction. Epinephrine (commonly known as “adrenalin”) is released by the medulla of the adrenal glands in emergencies. It provokes a stress response and triggers heightened feelings such as fear, anger or amusement. Insufficient levels of norepinephrine and epinephrine have been found to be associated with depression, while an excess amount has been seen in mood disorders like schizophrenia. I have asked Hanna Anderson from “Hanna Anderson Naturopathics” to share her expertise and the value the fitness industry stands to gain from utilising the knowledge of naturopathy, inclusive of western medicine and iridology. "I have always used herbs and diet as medicine. Living with the motto of "Nature Cures" and seeking natural sources of relief from afflictions. there are alternatives to what your general practitioner suggests that will increase your vitality and have none of the detrimental side effects like many prescription drugs have. Firstly I enrolled and worked through a Nutritional Medicine diploma then I moved onto a full Naturopathic Advanced Diploma with Western herbal Medicines. I have a holistic and science-focused knowledge base with which to view the workings of the body and I really enjoy analysing the biochemical pathways of the systems to achieve results. The knowledge I continue to gain from this path has inspired me to work with people and give them a sense of empowerment, autonomy and safety for their own health journey. Facilitating personal growth, wellness and clarity gives me a buzz and feeds my passion to do more, inspire more. I endeavour to help people re-connect through nutrition, lifestyle, mindset, plants, sunshine and science." More information can be found at https:// or you can contact Hanna via email at 56

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To avoid buying blindly into the gimmicks of whatever is “trending” in the industry, I encourage fellow gym owners and fitness professionals to always ask these three questions, before investing in any products or services: 1. How does it work? 2. What is a natural equivalent? 3. W hy is this product or service better than taking it in its natural form? If the person recommending any products cannot answer these three simple questions and a follow up as to why this product is better for you than the natural derivative, do not purchase the product. As the result of under-qualified fitness professionals trying to downplay their lack of knowledge [broscience] by alleging nutritional or naturopathic biochemistry and iridology is "hippy" or "a bit alternative", a lot of people have the misconception that there will be no side effects from taking substances or manipulating their diet. Some consumers are advised that their possible hormonal or metabolic damage will “only affect our reproductive capacity” (which may not seem important in your teens and twenties but can be disastrous for thyroid function and a myriad of complications that may ensue. ) Hormonal imbalances, exposure to dioxins (environmental toxins) and ingesting toxins negatively affects our brain function and our behaviour inclusive of developmental problems like hyperactivity, depression and anxiety. You wouldn’t take medication without medical advice from a doctor, so do not take supplements or other substances without discussing the ingredients, effects and side effects with a qualified health practitioner. Supplements have a place but they should not be used as a bandaid to remedy underlying health problems and they should not be prescribed by punks in the gym motivated by commission.

h F IeTaNl Et ShS

Product I n n o vat i o n on the gym floor Matt Gleed, Senior Master Trainer and Education Specialist Cardio New to the cardio section of the gym floor is a product I highly rate called an S-Force Performance Trainer from Matrix. This unique cardio product delivers a magnetic resistance training curved stepper to challenge gym members in high-intensity, low impact interval training. The S-Force would be a fantastic addition to circuit classes and small group training environments as well as giving PT sessions a great benchmark challenge for members to track improvements. Magnetic resistance increases the harder the athlete works, creating challenging and progressive workouts for everyone, from beginners to elite athletes. Personal trainers will quickly get to grips with how the S-Force can take clients’ workouts up a notch and fitness managers will enjoy the new challenge it brings to the gym floor.

performance work. PTs will be able to work with individual clients or in small group training using the S-Force, especially with the Sprint 8 workout built into the Matrix console, which brings eight intervals of 30:90 to life. The S-Force is best used when the workout is led by an instructor to ensure members engage with the equipment properly and push themselves physically. Having mastered the basics, people will soon be able to work through the levels and access the challenges and workout options themselves. Whatever you do, don’t just put the S-Force onto the gym floor and hope people will work it out for themselves, you should get the team to run a challenge or educate about its use and benefits as it is unlike several other pieces they may have used before. The new technology and optimal use of the product needs explanation to realise its full potential. And once people understand how to use it, they’ll be back for more. Create video demonstrations, member orientation sessions or in-club challenges to encourage members on to a new piece of equipment like this. With familiarity will come confidence, and with confidence, you will see a piece of equipment like the S-Force being utilised more. Ideally, becoming a regular piece of most members fitness routine. Another good way to get members interested is to incorporate S-Force into circuit training as a HIIT station so people use it alongside others and in a supervised setting.

The S-Force is effective at working muscles in the quads, glutes and hamstrings and is perfect for toning or

The S-Force has wheels so it can be easily moved around the gym and in and out of studios as needed. Finally, PTs working with athletes and clients with an athletic mindset will quickly see how effective the S-Force Performance Trainer is for acceleration training and improving their ability to produce force: it’s a truly versatile piece of kit for gyms. October 2019



Functional When functional training rigs burst onto the fitness scene, the uptake of their amazingly versatile workout solutions was limited to larger gyms. As this style of functional training caught on, mid-sized gyms started to rethink and refurbish to accommodate a rig in the centre of their space trusting the valuable footprint they were giving over to the rig would be worth it….

training and comes with a vast exercise library for trainers to use in the form of the Matrix MX4 app which puts over 300 exercises and 156 functional training workouts in the hands of trainers. Connexus enables gyms to present functional kit in an attractive, accessible setting to boost people’s use of it and with all the kit in one place it allows a smooth flow from one exercise to the next. This makes it great for small group training as people move seamlessly onto the next station while the neat styling and dimensions mean trainers can see all participants all the time. Its magnetic chalkboard means trainers can write up the ‘workout of the day’ or set individuals and groups targets to hit – it’s a neat addition to boost engagement. Functional training on rigs has the potential to become more interactive. Visual aids, syncing electronic devices like MyZone to screens and linking ready-made workouts such as the Matrix MX4 programming for trainers to deliver programmes.

Strength The strength training followers are all working hard on the Glutes these days but often the way of working these muscles requires setting up the exercise in a hard and uncomfortable way. Designed to emulate biomechanics, the trainer maximises the activation of the Glutes and Hamstrings and mimics the movement of bar-hip thrusts without the need for free weight bars. Today, your gym doesn’t need to be big to house a rig with the Matrix Connexus Functional Training System leading the way in accessible solutions that can be scaled to suit the space available. Including freestanding, wall-mounted and interconnecting stations to suit gyms of all shapes and sizes, Connexus brings the ever-popular rig functional training to many more people as gym owners realise these innovative rig solutions can actually be efficient space savers. Gone are the days where committing to a rig meant giving up valuable central gym floor space for a huge installment. The Connexus range offers a choice of smaller, smart and versatile rig solutions that can fit into the tightest of spaces including single column and corner solutions. Connexus Free is a freestanding system with multiple training points and 360-degree access allowing people to train from all sides while the Connexus Perimeter is a wall-mounted system that optimizes underutilised wall and corner space. Connexus Expansion anchors directly to the Connexus Perimeter unit to offer expansion options while the Connexus Compact enables even the smallest gyms to take advantage of this system of training by simply attaching to flat walls and corners. Connexus can accommodate bars, bands, med balls, boxing bags, TRX straps and battle ropes. It has a variety of low, medium and high anchor points to accommodate a wide range of accessories and training modalities with easy-release attachments simplifying the set-up and allowing quick, smooth transitions. Connexus is ideal for individual, small group training and class training as multiple users can perform exercises in unison. It supports body weight, resistance and flexibility 58

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The new Glute Trainer from Matrix Fitness is a comfortable and safe way of doing the best Glute strengthening exercise. The member will rest shoulders on the back pad while the floating hip pad goes across the middle of the body. The starting weight is 22.7kg and this can go up to 227kg. It is designed to accommodate users of all shapes and sizes and an angled non-slip foot platform offers stability to enable better Glute engagement. What makes this machine stand out is the ability to use weights for pure strength or use a secondary loading option of a resistance band. Simply attaching the band around the hook and peg set up on the side will offer a dynamic training opportunity, so members can work on power training and transfer of loaded forces. Combining both weights and bands with varying tempo of movement will give great results and not take up a huge area where a potential 7ft bar is lying awkwardly across members.


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

DANIEL LAFFERTY, DIRECTOR OF VOICE AND MUSIC AT PHMG For gyms and fitness centres, visual branding is usually a key part of the marketing strategy. A large part of the reason people go to the gym is to improve the way they look, so their chosen venue has to match the desired image. Human buying behaviour is easily influenced by an organisation’s visual identity and if it isn’t up to scratch, potential customers can be put off paying for membership. However, the way a company sounds can be equally important in determining a brand’s unique identity. Inappropriate music played over a gym’s sound system, for example, can un-do the values the organisation has worked hard to reinforce through visual marketing in a heartbeat. Research shows that hearing is one of our most emotive senses. A song can instantly transport a listener back to a certain moment, triggering a vivid recollection of smells, visuals and emotions. It could even remind them of a fitness class! We are also hard-wired to trust our sense of hearing more than our sight. One study conducted as part of the Hearing Body project at the University College London found participants could have their perceptions of their own body image distorted by changes in sound. Simply lowering the pitch of a test subject’s footsteps made them believe they were heavier than they actually were and thought their steps felt more laboured. Sound is an extremely potent tool for enhancing brand recall, with 60% of UK consumers now deeming music more memorable than visuals when used in marketing. Ofcom research has found podcast audience figures are up 58% from two years ago, while another survey found 76% of Brits followed up on an ad or sponsored message they heard in a podcast and 24% were

prompted to visit a brand’s website. Audio, in our multimedia world, is becoming another powerful influencer. From Netflix’s show opener to the well-known Intel chime, most people have consumed an audio brand without giving it a second thought. So why is it often overlooked in favour of its visual counterpart? Many associate the discipline with something only multi-million-pound companies with an unlimited marketing budget can afford to implement. This may have been the case historically but there are now cost-effective ways for gyms of all sizes to create the perfect business soundtrack, especially when one of the largest applications is through the telephone. Make a good first impression The telephone remains a key source of inbound leads for fitness businesses. Gym amenities and class timetables may be listed on gym websites but a large proportion still tell potential new customers to ‘call for membership costs’. What customers hear when they first contact a business can have as much, if not more, of an impact as visual branding on that all-important first and lasting impression. Recent research revealed that 73% of Brits would not do repeat business with a company if their initial call was not handled in a satisfactory manner. So even if a gym already has an enviable reputation, it could run the risk of it being diluted by a poor audio experience. Common mistakes made by businesses over the telephone include insipid panpipes, repetitive ringing and even confusing silence while on-hold. Even voice October 2019 59


and music messages can have the opposite effect if they aren’t implemented correctly or don’t reflect the brand. Strengthen your brand identity Ultimately, every business is unique and their brand soundtrack should be too. Branding defines a company and shows a customer a true representation of them as a business and how they wish to be perceived. With this in mind, gyms should look to create an effective audio brand in much the same way as they would visual branding, one which embodies the core of what the business is and its values, to ensure consistency. If an audio brand misrepresents the company or doesn’t tally up with the existing visual aspects, it can prompt a disconnect in customers and could lead to a decrease in customer confidence and brand loyalty. Talk the talk The right combination of music, voice and script can have a powerful impact on the subconscious of consumers choosing a new gym. When selecting the most effective voice, businesses should look at attributes such as gender, age, accent, tone and delivery. A feminine voice, for example, is typically perceived as soothing and welcoming, so could work well with anxious customers new to fitness. On the other hand, a deeper, male masculine voice is most frequently perceived as authoritative, so can be particularly effective in conveying a sense of professionalism and competency. It is also important to consider the customer demographic of the business. In our experience, gyms will often use both masculine and feminine voiceovers in their audio branding to try and appeal to their wide membership base.

no older than 40. For those organisations who want to be seen as knowledgeable and wise, however, an older voice would fit well. Regional accents can also be a powerful tool for reinforcing identity where a gym has a strong presence rooted in a particular geographical area, speaking to customers in a manner they relate to and prompting them to choose one business over another. Hit the high notes In terms of music, businesses will often choose popular chart tracks to be played on the phone, believing this represents the best way to engage with customers. But the problem is these songs come with emotional baggage, as people will often attach feelings, both positive and negative, to a piece of commercial music. Instead, gyms should look to create a track bespoke to their business. Gyms that are purely focused on motivation to workout tend to use upbeat tracks with strong, pulsing rhythms, often using electronic music or at least a four-to-the-floor beat. Gyms with a focus on wellbeing – for example, those with spas – lean towards music with a more relaxed tempo and live instrumentation, giving them an open, natural sound. Content is king

They also tend to lean towards voices with very friendly, relaxed delivery styles that come across in an inviting and natural manner. Gym owners understand that some people view going to the gym as a chore, so by using a voice that is engaging and warm, they help the business come across as more appealing.

Alongside voice and music, script is also important as it offers gym owners a chance to advertise their business to an attentive audience.

Organisations should also consider the age of the voice too. Given a younger voice depicts energy and vibrancy, it is perhaps unsurprising that gyms tend to use voices

The messages could also promote additional services not included in a membership, such as personal training and nutrition plans, to help boost revenue. What’s more, by sharing information like employee qualifications, it helps convey a more professional company image.

For example, the messaging could inform callers of the membership packages, as well as promotions such as free trial periods and special joining offers.

A healthy sound When voice, music and script are brought together to form one brand-specific production, it can add significant value to the marketing mix, helping gyms to improve the customer experience, cross-sell and upsell, and stand out from the competition. 60

October 2019


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

FREEMOTION APPOINTS UK MANAGER IN GLOBAL GROWTH DRIVE In his previous role, Tony developed and grew a team that demonstrated a strong ability to secure new accounts and grow existing business while maintaining and enhancing relationships with key accounts. With a degree in Sport, Exercise and Health Sciences, and a diverse experience encompassing leisure, education, manufacturing and industrial, Freemotion identified Tony as the perfect addition to its global sales team at this pivotal time in the company’s journey. Chris McGill, Vice President of Global Sales, said: “I am very excited with the addition of Tony to our International Team. His experience, passion and understanding of the fitness industry will make Freemotion a leader in the UK market and help to enhance the brand’s presence in Europe as we continue to drive forward our global growth strategy.”

September 24th, 2019 - Freemotion Fitness, one of the world’s leading innovators in fitness equipment, is continuing to progress its global growth strategy with the appointment of Tony Ali as Country Manager UK. Tony, who has an impressive track record of over 12 years in strategic sales management, joins Freemotion from Matrix Fitness where he was the Head of Sales UK - Education Sector.

On his appointment, Tony added: “I’m delighted to have been given the opportunity to join this great company, which has proven itself as an industry leader in innovation and service, and I look forward to playing an instrumental role in devising a powerful strategy for Freemotion in the UK.” Tony, whose appointment follows that of Apostolos Seintis as Europe Sales Director, will be attending the IHRSA European Congress in Ireland and SIBEC in Malta and is looking forward to working closely with Freemotion’s distributors, as well as the wider Freemotion family.

October 2019




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