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FOR GYM OWNERS AND HEALTH & FITNESS PROFESSIONALS

ISSUE 6 // SEPTEMBER 2016

BODY, MIND & SPIRIT

BIG

INTERVIEW

How yoga can supplement the elements of fitness

G GOIN E L B A R y WaEraA hnolog c e t e l b s

s We busine m e h t d gy an ies for t i n u t r oppo wners o

ts n e m e l p Sup not are tes substithouw to use

e on Guidancht supplements the rig

BACK TO BASICS

fi rs t fa ci li ty ur yo g in en op on ce vi ad rt pe Ex

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

BADGE OF HONOUR WHY GYM OWNERS SHOULD BE SELLING T H E I R O W N A P PA R E L

time sensitive The Gym Group CEO on the challenges of delivering 24-hour fitness

Why is fitness so complicated?

B E N C O O M B E R SAYS I T ’S TIME FOR SIMPLICITY

NE WS / / REV I EWS // T EC H NOLO G Y / / TRE N DS / / EQU I PM E N T / / I NSIG HT


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


Contents T R E N DS 7

NEWS

The latest news and hot topics in the industry

OWNER OF THE MONTH

12

GOING WEARABLE

42

APPOINTMENTS

54

We talk to the owners of Infinity Fitness about their family-friendly gym Wearable technology and associated business opportunities for gym owners A round-up of industry movers and shakers

H E A LT H SUPPLEMENTS ARE NOT SUBSTITUTES

Lazo Freeman provides guidance on how to use the right supplements

33

E X PE R I E NC E BODY, MIND AND SPIRIT

20

ASK THE EXPERTS

52

Amanda York explains how yoga can supplement the elements of fitness Got a problem you need solving? Our team of experts are here to help

GEAR BADGE OF HONOUR

24

FIT KIT

28

Tommy Bonning on why gym owners should be selling their own apparel The best fitness kit around for you and your clients

S POT L IG H T BACK TO BASICS

16

BIG INTERVIEW

40

TIME SENSITIVE

48

STRENGTH IN NUMBERS

50

Experts provide advice on opening your first facility We talk to Andy Kidd, MD of Hattrick Marketing The Gym Group CEO on the challenges of delivering 24-hour fitness Stuart Dunne recommends accessible fitness equipment

F I T N E SS PT VIEWPOINT

26

FITNESS OVER 50

30

HIIT VS CIRCUIT

37

WHY IS FITNESS SO COMPLICATED?

45

Ben Brook on the best foods to eat post workout Chris Zaremba asks how far should we take our fitness regime? Sasha Green takes an in-depth look at these two types of exercise Ben Coomber says it’s time for simplicity

September 2016

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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


Welcome... … to the September issue of Gym Owner Monthly magazine. What a month it’s been with the huge success in Rio and National Fitness Day inspiring us to think, act and participate in sport and fitness. With more and more people including fitness in their daily lives, gym owners could be faced with having to implement radical changes - see our lead news story on ‘Future Fitness’ (p.7) to glean an insight on how technology will transform gyms over the next decade. With fitness very much on the nation’s agenda, this month we provide expert advice and opinion on opening your first facility (p.16). We look at wearable technology and the associated business opportunities for gym owners (p.42) and Ben Coomber (p.45) asks ‘Why is fitness so complicated’? John Treharne, CEO and Founder at The Gym Group, outlines the challenges of delivering 24-hour fitness (p.48) whilst Tommy Bonning, founder of Gym Royalty, explains why gym owners should be selling their own apparel (p.24). Amanda York highlights how yoga can supplement the ‘elements of fitness’(p.20) and Sasha Green takes an in-depth look at HIIT vs circuit training (p.37). Our regular ‘Fitness over Fifty’ expert Chris Zaremba (p.30) asks how far should we take our fitness regime and Lazo Freeman (p.33) guides us on how to use the right supplements. Stuart Dunne recommends five pieces of equipment suitable for accessible training (p.50) and Fit Kit (p.28) provides a round-up of the latest products and extra’s you can stock for your members. Finally, Ben Brook gives us his views on the best food to eat post workout in ‘PT Viewpoint’ (p.26) and we talk to Andy Kidd, MD of fitness marketing agency Hattrick Marketing (p.40).

Have a good month! The GOM team

MARKETING DIRECTOR:

PUBLISHING DIRECTOR:

Nathan Page

Paul Wood

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

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

Keep up to date     

www.gymownermonthly.co.uk @GymOwnerMonthly gymownermonthly @GymOwnerMonthly gym-owner-monthly-magazine

© Gym Owner Monthly Magazine 2016 Gym Owner Monthly is published by PW Media. Gym Owner Monthly is protected by copyright and nothing may be produced wholly or in part without prior permission. The acceptance of advertising does not indicate editorial endorsement. The opinions expressed in editorial material do not necessarily represent the views of Gym Owner Monthly. Unless specifically stated, good or services mentioned in editorial or advertisements are not formally endorsed by Gym Owner Monthly, which does not guarantee or endorse or accept any liability for any goods and/or services featured in this publication. We cannot accept responsibility for any mistakes or misprints. Unsolicited material cannot be returned. The views expressed are not necessarily those of the publisher. Please note that we reserve the right to use all supplied photographs/images elsewhere in the publication or on our social media channels.

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September 2016

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News

Upfront

What’s hot in the fitness industry

Future of Fitness will see tech transform our workouts Virtual reality and wearable tech to revolutionise fitness and link the gym to all aspects of life by 2026, new research uncovers  Six in 10 Brits (57%) expect to engage with personal trainers via TVs and computers in 10-years’ time  Almost two-thirds (66%) believe technological advances will keep them fitter  More than half think wearable technology will dictate their workouts  One in five (20%) think virtual reality will mean A boom in wearable technology and Netflix-style workout services will transform gyms over the next 10 years and bring virtual fitness into our living rooms, according to new research commissioned by not-for-profit health body ukactive and leading health and fitness retailer Argos as part of National Fitness Day 2016. The study of 1,079 fitness fans suggests that by 2026 we’ll be able to enjoy virtual reality workouts with our favourite athletes, perform exercise sessions tailored to our own DNA and wear tech-infused ‘smart clothes’ which track our every movement. More than half of respondents (57%) expect that virtual personal trainers on our screens will enable live workouts in our living rooms, with two-thirds (66%) believing this brave new world of technology will enable us to stay fitter by building stronger connections between the gym and our daily lives. Currently only used by around one in five fitness participants (22%), wearable technology looks set to play a major role in the future wellness landscape. One in two expect to do workouts based on trackable data, with 40% expecting their clothes to log their movement.

they can work out with their favourite athletes and sports stars  Four in 10 (38%) envision virtual reality enabling them to run or cycle world-famous races like the Tour de France  Other expectations include outdoor runs led by drones, anti-gravity workout rooms and machines that ‘trick muscles’ into thinking they’re working out With nearly seven in 10 (66%) citing the gym as their main way of keeping fit currently, health clubs look set to remain a key source of fitness in the future, but not necessarily as we know them now. By 2026, a number of respondents think gyms could have pioneering innovations like anti-gravity workout rooms, studios capable of replicating different weather patterns and machines that ‘trick’ muscles into thinking they’re being exercised. On the future commute to work, one in five (22%) expect roads to have jogging lanes next to cycling lanes, while 8% think we’ll have drones to guide our path and encourage us to run/cycle faster. One in three (33%) expect workout music to automatically match both our mood and tempo, while 8% think special spin class commuter buses will offer early morning fitness boosts. Meanwhile at the office, respondents see a bright future for physical activity, with four in 10 (37%) expecting their employers to provide gym passes as part of standard company wellness programmes. Undertaken in July 2016, the study of UK fitness users by nonprofit health body ukactive and leading health and fitness retailer Argos was released ahead of National Fitness Day on 7th September.

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News

Fitness has enjoyed terrific growth in recent years and as someone who’s passionate about getting Britain moving more I’m intrigued to see users’ forecasts of what the future holds. – Professor Greg Whyte OBE, former Olympian, world renowned sport scientist, Physical Activity Expert and National Fitness Day ambassador "Much of my career has been spent working in Sport and Exercise Science and the continued surge of wearable technology means we’ll gain greater insights into how and why people move, enabling us to engage more people of all ages in exercise and turn the tide of inactivity."

"A lot of people slip out of their gym routines because life gets in the way, but the advancement of virtual classes and better wearables will help them to keep up the exercise habit and remain engaged."

Depicts the Gym of The Future, set in 2026. On the left, we have members taking part in a virtual reality spin class simulating the Tour de France. In the central room, people are enjoying a zero gravity fitness class, set against a themed backdrop of the solar system. Out of the right window, track runners are preparing to receive their starter’s orders from motivational drones.

Illustrates how technological advances will revolutionise the potential for fitness sessions in the living room. Here, a young mum is working out with her personal trainer on a virtual reality screen, using home fitness equipment. She is able to track her progress, vital statistics and all communications via the wearable technology on her wrist, which comes with an augmented reality display. Meanwhile, her young son is taking part a virtual reality football game, enjoying the benefits of exercise without even realising it.

Matrix announces key supporters

EuropeActive, CIMSPA, EREPS and ukactive have all been named as official industry supporters of the Matrix International Show. The show, held on October 13 & 14 at the Ricoh Arena in Coventry, aims to deliver a diverse display of product demonstrations and training, industry networking, topical panel discussions and entertainment. EuropeActive, formerly the European Health and Fitness Association, is a not-for-profit organisation representing the whole of the European health and fitness sector. Herman Rutgers will be presenting a seminar at the Matrix International Show on behalf of the association, entitled “The Current State of the International Fitness Market; Key Challenges and Opportunities”. Herman is a recognised

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News leader and face of the industry on a global level. Also supporting the Matrix International Show is Julian Berriman, Director Professional Standards Committee for EuropeActive who will be delivering a seminar with CIMPSA on education in the industry. This will be an interactive session to ensure attendees leave with answers, rather than questions, on the direction of the industry from a professional standard. Launched in 2011, the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA), is the professional development body for the UK’s sport and physical activity sector. With a focus in the UK towards professional registered managers and trainers, Tara Dillon, CEO of CIMPSA, will be present to support the show and to join EREPS.

of their meals and snacks each day for their personal coach to review the following morning. The foods are graded ‘red’, ‘amber’ or ‘green’ giving consumers clear, easily-understood guidance on which foods should be avoided, which can be eaten in moderation and which are fine to enjoy regularly. At the end of each week, the coach also provides a weekly review showing how many red, amber and green choices were made and setting a clear focus and goals for the coming week. For more information visit www.buddle.co and www. futurefit.co.uk

The European Register of Exercise Professionals (EREPS), part of EuropeActive, is an independent process for the registering of all instructors, trainers and teachers working across Europe in the exercise and fitness industry. Finally, supporting and presenting a seminar at the Matrix International Show is ukactive,the representative body for the physical activity, fitness and health and wellbeing sector. To register for the event visit: http:// matrixinternationalshow2016.eventbrite.co.uk

Future Fit Training graduates are first choice for new Buddle app The new Buddle personal nutrition coach app has recruited a team of Future Fit Training graduates to offer feedback and advice to its subscribers. Buddle requires all its coaches to be qualified at least to Level 3 Nutrition and Weight Management. In addition, Buddle favours the City and Guilds accredited courses offered by Future Fit Training which include a strong focus on practical behaviour skills.

Buddle is a simple-to- use app that puts users in touch with qualified nutrition coaches who analyse their food choices and give feedback and advice. People simply take a photo

Freedom Leisure partners with East Sussex County Council’s Youth Offending Team The not-for-profit leisure trust, Freedom Leisure is working in partnership with East Sussex County Council’s Youth Offending team to launch a programme specifically to reach out to young people at risk of offending within the local area. The YotFit programme has been designed to help support young people within the East Sussex area who have committed a youth offence or are potentially at risk of doing so. Freedom Leisure ran an eight-week pilot project earlier this year at Hailsham Leisure Centre. During the sessions participants were able to try a variety of different exercise classes, all led by fully qualified instructors, including Body Pump, circuits and boxercise as well as taking part in swimming sessions to help build a positive experience with exercise. At the end of the programme participants were given a free leisure pass so that they can continue to build on the progress they have made, with some participants stating they wouldn’t have normally chosen to visit their local leisure centre if it weren’t for the YotFit programme. Participants also stated how the classes were fun as they had the chance to exercise to music and that it didn’t really feel like exercise. For more information visit www.freedom-leisure.co.uk

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News Les Mills UK appoints new head trainer

“We’re excited to welcome the ICG team to our Life Fitness family. Their innovative technology, indoor cycling expertise and talented team position us to advance in the indoor cycling and group training categories,” said Life Fitness President Chris Clawson. Founded in 1995, ICG is headquartered in Nuremberg, Germany, and is the leading supplier of indoor cycling bikes through both direct and distributor channels. With a full line of bikes known for their aesthetics, design and integrated technologies, ICG is singularly focused on the indoor cycling business, making its products, technology and on-staff experts unmatched in the industry.

Sarah Durnford, Les Mills veteran of 15 years, has been promoted to Head Trainer. Sarah’s main responsibility will be to oversee the training and professional development of the 87 employed UK Les Mills trainers. During her time with Les Mills UK Sarah has delivered numerous, high-quality group exercise classes and training courses. She has also been instrumental in the delivery of key company initiatives including setting up the trainer team in Russia and developing the Presenter team and delivering development sessions globally. Sarah comments: “Les Mills supports some of the most dedicated, inspiring and successful instructors in the world. It is the quality of our instructor training programme which sits at the heart of the brand’s success, with each individual completing a Level 3 Education Training Award. Recently, a team of Regional Training Coordinators were activated to support trainers and instructors across the UK and I’m really looking forward to working with them in order to challenge boundaries and ensure we remain progressive and continue to set the industry standard in instructor training." For more information visit www.lesmills.com/uk

Indoor cycling group joins Life Fitness family Life Fitness, the global leader in commercial fitness equipment, has announced that its parent company, Brunswick Corporation, has completed its acquisition of Germany’s Indoor Cycling Group (ICG), a leading provider of indoor cycling equipment. The intention to acquire the company was first announced in July, and was subject to review by the German competition authority, which has now been completed. Terms of the transaction were not disclosed. ICG is the latest acquisition to join Life Fitness’ leading health, fitness and well-being brand portfolio and further diversifies the Company’s product offering while augmenting its participation in the group training category. 10

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For more information visit www.lifefitness.com and www.teamicg.com.

Power Plate® Closes the Gap Between Good and Great at LIW 2016 Performance Health Systems will be exhibiting their Power Plate® products at LIW 2016 and showcasing how they close the gap between good and great. Athletes all over the world acknowledge that preparation and recovery is key with any training session. World Cup winners, Olympic medallists and Tennis Grand Slam holders are just some of the people using Power Plate as a quick and highly effective way to warm up before training and recover afterwards. “Activating muscles prior to a workout prepares the entire body for efficient movement, ready for any activity,” explains Steve Powell, Director of Education at Performance Health Systems. “Increasing blood flow and circulation afterwards allows muscles to recover faster, promotes relaxation and therefore optimizes results of the session, whilst also reducing DOMS (Delayed Onset Muscle Soreness) and the potential for injury. Power Plate harnesses proven whole body vibration technology to deliver these results. It is a unique tool for facilities and trainers alike, providing an enhancement of both the training experience and results.” At LIW 2016, Performance Health Systems will be exhibiting the pro7™, pro5™ and my7™ models to educate industry managers and trainers on the benefits their


News members and clients will have by using Power Plate in pre and post workout routines. Power Plate Master Trainers will be delivering on-stand demonstrations allowing visitors to feel the difference when using whole body vibration for preparation and recovery movement.

up a real family and social ethos. Her 1-2-1 sessions with disabled and able-bodied members have also increased due to customer recommendation and she has recently taken on a regular ViPR class (a weighted workout) while next up on her expanding list of activities are Aquafit classes in the pool.

Find out more by visiting Stand F48 and www.powerplate.com

Wendy has come a very long way since falling down some stairs while working for West Midlands Ambulance Service – and with a bad neck break at C5/6/7 cervical level remembers the spinal MRI well. She recalls: “It was harrowing and basically looked like my head had been cut off.”

A WEST MIDS keep fit enthusiast has battled back from being paralysed from the neck down to become Sandwell Leisure Trust’s (SLT) first disabled instructor

When she was finally able to get out and about, via her wheelchair, Wendy visited several local gyms, but experienced the typical barriers to personal exercise for disabled people. There and then she decided this shouldn't be the case for others, touching base with spinal charity Aspire and their 'Instructability' initiative. It’s a funded opportunity for those with disability to gain a YMCAfit qualification in Gym and Fitness at Level 2 – and Wendy saw straight away that this could get people with disabilities seen and supported as skilled professionals in gyms. Wends says: “Portway is the ideal place to host Instructability – it consistently delivers on its commitment to quality of service to disabled customers and inclusion, plus is passionate about addressing inequality in physical activity, reaching inactive populations and raising awareness of the benefits of exercise.”

What’s more, Wendy Hall (aged 40 from Dudley) has been taken on at the very centre where she did her ‘Instructability’ training and placement – SLT’S Portway Lifestyle Centre in Oldbury – which is a disability centre of excellence for health and fitness, but also one of only a handful of facilities in the UK to be Inclusive Fitness Initiative ’Excellent’ accredited. She now runs Wendy's Wednesdays there, whereby regular members, as well as those in wheelchairs and with mixed abilities, enjoy Inclusive Circuits together and have built

Portway’s Fitness Coordinator, Kevin Daly, adds: “Wendy is such an inspiration and what she has helped build at Portway is highly commendable. She has certainly opened our eyes to what is possible here. Groups of people exercising together, who have previously experienced barriers to participation, are now breaking those barriers down and some. The superior equipment and accessibility allows the whole community to use the centre, but it’s also proving to be a unique meeting place for disability members and able bodied members to exercise together, help each other improve and even forge lasting friendships.”

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Owner of the Month

We are Charmaine and Jeff Ho own Infinity Fitness Gym in the north east. Here they tell us how they have created a family-friendly community fitness centre

How did you become a gym owner?

What makes your gym unique?

We’ve worked in the fitness industry for many years and decided to buy our own gym three years ago. We celebrate our 3rd birthday on the 1st October!

We are family orientated and dog friendly, both myself and Jeff work all day everyday so we are around to help and assist our members. Our gym has an amazing atmosphere where parents and children both enjoy spending their time, sometimes members call in for a chat and a cuppa if they are not training.

Aside from the gym, what other facilities do you offer your members? We offer personal training, sports massage and therapy, a full timetable of group fitness and a parent and baby TP pilates class.

How many staff do you employ? We have one self-employed group fitness instructor called Claire, she is very important as personal training is very popular at our gym.

How do you motivate/incentivise your staff members? We offer help and advice with class choreography, music and planning. We are all part of one team working together to create the best atmosphere possible and we aim to be very approachable all of the time.

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What advice would you give to other gym owners just starting out? Be prepared to sacrifice and work incredibly hard.

What are the biggest challenges facing your business today? Buying new equipment to keep up to date.

What significant changes have you seen within the industry over the past 3 years? 24 hour gyms with very cheap memberships and group fitness classes being held via virtual screens.


family How do you engage with your members? We come face to face with our members everyday and chat with them, we also socialise via social media.

How do you retain your members? We include our members in every decision we make and ask for feedback on a regular basis. We also take the time to find out about every member so we can ask how their children or family are doing and we always chat about their training goals and how we can help. Each member feels welcome and cared for.

How are you promoting your brand and marketing your gym? We use social media and our biggest marketing tool has been word of mouth.

What is your biggest success story? It’s hard to choose only one as we have a number of members who have lost lots of weight under our guidance as well as achieving some amazing goals. Members join

our gym feeling very nervous having never been to a gym before and soon bring us a thank-you card saying they are so happy and feel part of a family. We have many members who have suffered depression and anxiety and say Infinity Gym has helped them find their feet and get back on track which is truly amazing!

'We are all part of one team working together to create the best atmosphere possible'

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WHO’S CHARGING WHAT?

AND HOW? by Sean Greeley, CEO, NPE

Today, the average fitness professional with an advanced certification is earning around £25 per hour. But there are some who are making over £250 or £300… What’s the difference? And more importantly, what can you do to boost your earnings? The dream of every entrepreneur is to create a profitable business that gives you the freedom to live the kind of life they want. But if your pricing and packaging isn’t right, you’ll never achieve that dream. There are two common mistakes that fitness professionals make when it comes to pricing and packaging:

1. You don’t get your clients to commit to the length of time they need to hit their goals.

2. You discount your prices to “beat out” the competition.

It’s very unlikely that 5 or 10 session packs will get your clients to their goal. As a fitness professional, it’s YOUR responsibility to recommend a realistic program and serve them. If your clients aren’t hitting their goals, they’ll quickly become unhappy with you and you’ll lose them. Even if they don’t leave, you’re still making extra work for yourself because you have to go through the sales process all over again after they finish their 5 or 10 sessions.

If you’re basing your rates on what the competition is charging, you’re committing business (and financial) suicide. There simply won’t be any profits left over to grow your business. With a fitness services business, you’re either the best or the cheapest. There is no in-between. Which do you want to be known as? You MUST charge what you’re worth if you value yourself, your business, and serving your clients. Pricing is the first step to being PROFITABLE and having FREEDOM. If you don’t get your pricing right, it’s impossible to have much of either.

Our guide on “Who’s Charging What? And How?” gives you step-by-step instructions on the pricing and packaging you need to grow your fitness business, achieve your goals, and live your dreams. Once you get it right, you’ll start closing big sales, delivering what your clients need, and growing a profitable fitness business... FAST!

Go to

www.NetProfitExplosion.com/pricing-guide to download the guide now!

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Want to grow your business, achieve your goals, and live your dreams? Book your FREE business assessment (a £150 value) to speak with one of NPE’s Success Coaches and receive: A complete assessment of your business metrics Solutions to the challenges you’re facing right now Detailed strategy and planning for the short and long-term A review of your current marketing strategies A guide on how to find, hire, train, and manage the right team

NPE Success Coach

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visit www.NetProfitExplosion.com/GOM to book your FREE business assessment TODAY! © NPE GROUP, LLC | All Rights Reserved

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2017BODY TRANSFORMATION CHALLENGE

No Setup Fees Coordinated Uniforms Multiple Print Positions Bulk Discounts Available

GYM OWNERS - PARTICIPANTS - SPONSORS Register your interest email: np@gymownermonthly.co.uk

September 2016

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Spotlight

Back to Opening your own facility is an aspiration held by many fitness professionals but as some studios come and go in quick succession, there’s obviously more to running a successful space than being a good trainer. We ask three leading experts for their advice and find out the key aspects you need to consider when opening your first facility.

Do your research It goes without saying that before starting any new business, especially a gym, make sure you do your research. There are many different things to consider and not doing your research could prove costly further down the line. “Whenever we open a new facility, whether that’s a site we fully operate ourselves or in partnership with our clients, we always carry out full latent demand research to ensure we have the potential to hit our targeted numbers as well as ensure there’s the need for our proposed facility in that area,” says Director of Operations for Pulse, Warren Ormerod. “It’s something I would fully recommend to any new gym owner as the research will help shape what kind of facility you are going to open.” Andy Gill, Managing Director at Ethics Leisure states that your location is a vital factor to research properly as the top three enquiry sources in the Health Club industry are

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location, signage & member referrals. If you are a town centre facility you’ll need to consider if the facility is accessible by public transport as costs for city centre car parks are generally high and on top of membership dues. For those clubs out of these areas ensure enough parking allowance for your projected numbers as not enough car parking could limit your membership figures. Gill also points out the importance of checking the need for a ‘change of use policy’ if your proposed premises is not currently a similar facility. “A change of use policy is generally required along with planning if your potential facility is not an existing gym. Getting that change of use can potentially take a while so make sure to factor this into your business plan, otherwise you could end up paying for something just sat there with no activity happening which could be very costly indeed,” advises Gill.


Spotlight

o Basics Andy Gill

Paul Farrell

Warren Ormerod

Plan, plan, plan As the saying goes, if you fail to plan, you plan to fail! So once you’ve done all the research the next step is to plan carefully. This includes a succinct business plan, a pre-sales strategy, a full marketing plan and your operational plan. “Putting together a detailed business plan is critical for every part of your business in case things don’t go as planned,” says Gill. “At Ethics we help our clients plan for every potential solution therefore the client can then adapt from the outset. Setting your membership targets is easy part but ensuring you have procedures in place to create enough enquiries to get your membership numbers and make your business plan stack up will require skill and strategy.” However, it’s not just about implementing the right strategy for your target market, it’s also about fully committing to it and having the guts to stick with it, Ormerod adds. “In 2014 we were appointed by Mid-Ulster District to redevelop, fit out and fully operate Greenvale Leisure Centre. As part of our pre-sales strategy our in-house marketing team developed a unique household offering which allows for two adults and up to four children all living at the same address to gain unlimited access to the facility for just £365 for the year. At first when we introduced it we weren’t quite seeing the numbers we were fully expecting, but our team were fully committed to the offer and eventually it paid off. The campaign was so successful that it resulted in 1,850 families joining before we had even opened and combined with our full marketing strategy we gained 10,550 members in the first six months,” says Ormerod. “This offering has acted as a blue print for our other clients, and we have just implemented this at the Clowne Sports Centre which we are currently redeveloping in partnership with Bolsover District

council.” It’s also important to remember to keep in mind the type of facility you want to open, as depending on whether you want to open a high end facility, a gym in the budget market or perhaps a gym aimed at an older population, you’ll need to make sure your strategy clearly reflects this and have the end-user or customer in mind. Adding to this Andy Gill says that fitness equipment could generally be the biggest investment so if you are a new start up leasing could be an option to help cash flow along with looking at some unique equipment to differentiate your offering. You may also want to look at reconditioned or refurbished equipment to reduce costs further. Aside from the kit itself, Andy Gill points out that complete and proper insurance cover, health & safety measures, and adhering to the UK Active Code of Practice also attract a cost that must be budgeted for. Finally, Gill adds that when it comes to your pre-sales strategy for your facility don't wait until you open the doors, introduce it as early as you can. “You’ll need to allow time for a 6-8-week pre-sale at the very least. During your pre-sale you should introduce a number of discounted memberships for a period of time to help gain awareness and word-of-mouth for your facility. It’s also a must setting aside budget for marketing & advertising, in various forms dependent upon your demographic for example low cost facilities with a 16-35 target market generally use social media sites such as Facebook, Twitter, Snapchat and Instagram to help them gain traction although a client’s bespoke marketing plan will depend upon their facility and target market” September 2016

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Spotlight Making it all add up Budget is a huge factor and installation of flooring and equipment a significant part of this. Paul Farrell, Account Manager at Physical Company stresses the importance of working the cost of materials and equipment into the early stages of planning and budgeting.

“We usually start with a kit wish list and then work together to knock it into shape – and often remove or replace items that will ensure the absolute maximum return on investment in their kit in terms of use, appeal and practicality within the budget,” says Farrell.

Creating the right environment Creating the right environment in your facility is key and don’t forget the smaller details such as fixtures and fittings and décor which, along with the equipment itself, will send a signal to your target audience that this facility is ‘for me’. Farrell says the first thing he normally asks when working with a new gym is asking who their target audience is to get an idea of what equipment will suit them best. “You’ll need to choose a range of kit that best reflects your

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target audience and the style of training you are going to offer as this will typically affect the space you’ll allocate within your gym layout,” says Farrell. “For instance many PTs with a small premises need as much space as possible because they do more functional training so space is key. If you are tight on space I would look to add in wall-mounted racks, rigs and storage to save vital space on the gym floor.” The whole design, look and feel of your club is also just as important and you’ll need to ensure the facility is reflective of your target market adds Ormerod.


“Depending on your audience and the type of facility you’re opening you’ll need to think very carefully about your colour schemes, layout and flooring,” he says. “At Pulse we have a team of in-house experts that will work in partnership with owners to ensure we can get the facility just right. For example, at iGym, which we operate in partnership with Imperial College, we wanted to create a high-tech facility aimed at the student market so we needed to ensure the club reflected that. To create a technological and industrial vibe, our in-house design team selected a black and grey

colour scheme, adding bright orange accents throughout the centre to give the facility warmth and vibrancy.” Farrell recommends a site visit early on for your proposed equipment supplier – not only will it ensure things will fit as you hoped, but they may have some creative concepts to bring added value and appeal to your site, without affecting the cost. Farrell goes into facilities once the customer base/ target demographic has been established and uses this information to develop and design a site that will appeal to the desired member profile and fulfil the needs of the facility.

A rewarding experience Finally, with your site assured for use, your plans approved, your suppliers enlisted and your costs agreed, the process of creating your own space and getting out into the market should be an enjoyable and rewarding experience as you build up your own fitness community.

September 2016

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Experience

Body, mind Amanda York explains how yoga can supplement the elements of fitness You may have heard about the ancient “Eight Limbs of Yoga” which encompasses a holistic practice and subsequently a balanced and healthy lifestyle?

The practice of yoga is an art and science dedicated to creating union between body, mind and spirit, helping us live in peace, good health and harmony with the universe. In brief, the eight limbs or ‘steps’ to yoga originate from The Yoga Sutra of Patanjali c200AD, and are as follows: 1 Yama: Universal morality 2 Niyama: Personal observances 3 Asanas: Body postures 4 Pranayama: Breathing exercises, and control of prana (life force) 5 Pratyahara: Control of the senses

' It can be a perfect partner to your chosen sport or activity by providing a better range of motion through the joints'

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6  Dharana: Concentration and cultivating inner perceptual awareness 7 Dhyana: Devotion, Meditation on the Divine 8 Samadhi: Union with the Divine


Experience

d and spirit From a fitness perspective, the practice of yoga can be used as a tool to aide slumber, de-toxify the system, still the mind, raise the heart rate, increase metabolism, enhance circulation etc. It can be a perfect partner to your chosen sport or activity by providing a better range of motion through the joints as well as lengthening muscle fibres thereby preventing injury. Much like the 8 Limbs of Yoga providing steps for us to work on, there are around 10 elements of fitness for overall health such as body composition, balance, cardiovascular and respiratory endurance, speed, agility etc. However in this article I’d like to introduce you to an additional 5 elements of fitness which can be complemented with the practice of yoga: 1  Muscular Stamina – The ability of body systems to process, deliver, store, and utilize energy 2 Muscular Strength – The ability of a muscular unit, or combination of muscular units, to apply force 3 Flexibility – The ability to maximize the range of motion at a given joint 4 P  ower – The ability of a muscular unit, or combination of muscular units, to apply maximum force in minimum time 5 Coordination – The ability to combine several distinct movement patterns into a singular distinct movement

I was inspired to write about the relationship between the practice of yoga and the elements of fitness in Marbella where I taught yoga to the Miss Galaxy Universe girls who are bikini and fitness competitors. We were invited to join daily bootcamps as part of the competition training, one of which was on the largest assault course in Europe called Mike’s Gym comprising 72 different stations which tested all the elements of fitness. Mike’s Gym was much like a gigantic playground for adults and initially made me reminisce how, as children, we were always crawling, jumping, running, hanging, climbing, swinging etc. having lots of free fun in our supple bodies. However, I attributed my sheer joy and exhilaration that I experienced whilst racing through the 72 stations to having open hips for climbing due to my vinyasa practice. I’d gained strong triceps from sun salutes which enabled me to launch over and crawl up obstacles and under nets at speed (this was a race after all!). Balance poses had helped me travel over thin logs at height and using my yogic breath to calm the mind came in handy before executing one of the braver stations such as the zip wire or climbing nets. Without my daily practice it is unlikely that I would’ve been so thrilled to be there. September 2016

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Experience So the elements of fitness mentioned before could be gained or enhanced through practicing yoga as a tool for mind, body and breath. Here are just a few ideas: 1  Muscular Stamina – Vinyasa This style of yoga links movement with the breath, creating flowing postures that smoothly transition from one to the next. In Sanskrit, the word “vinyasa” means “connection.” Each movement connects with either an inhale or an exhale. You can expect to move through a few sun salutations, warrior poses, balancing poses, back bends, and seated stretches to build the stamina of your muscles. 2 Muscular Strength – Iyengar An alignment-based style of yoga in which poses are held longer. Instructors use of a variety of props such as blocks, straps and blankets to make sure you find the correct posture in each pose and build your physical strength. 3 Flexibility – Yin (Restorative) A slow-paced style of yoga where the poses are held for longer periods of time, about 5 minutes per pose, which is believed to put stress on the connective tissue thereby enhancing circulation and increasing flexibility. This style is believed to improve the flow of qi (life energy) and was created to complement more rigorous forms of activity. 4 Power – Ashtanga Ashtanga yoga is considered a modern-day form of

classical Indian yoga during which you move through four phases. There is an element of progression in Ashtanga and if you’re a beginner to the practice, you’ll start with the primary series. When you’ve mastered that series, you will graduate to a more difficult series and so on whilst developing physical power. 5 Co-ordination – Most styles of yoga! If you’re new to yoga, start with Hatha under which all other types of yoga fall. It’s a slower-paced class in which you can find your own preferred style from the main styles above or one of many other styles. Most styles of yoga are a progression from Hatha and will therefore improve co-ordination. So the few styles of yoga mentioned could be used as tools for the elements of fitness by practicing them to enhance activities such as running (endurance, power), weight-lifting (power, strength, endurance), stretching (flexibility), coordination etc. Did you know that there are at least 650 skeletal muscles in the human body, each with different proportions of muscle fibre types which need to be stretched in more ways than one to lengthen and for joints to open and become lubricated all whilst stimulating the brain? Therefore I urge you to experiment with the some 14-plus styles of yoga out there to suit your current sport, mood, ailment etc. Yoga is your tool kit. Yoga will supplement the elements of fitness.

Amanda York is Personal Trainer, Yoga Coach and NLP Practitioner based in SE London, holistically training folks up and down the Thames river. Amanda runs yoga retreats in summer and winter (Switzerland and Ibiza), teaches at events such as The Yoga Show and various festivals and in her spare time is a writer for various publications and recently won first prize in a bikini competition at 43 years old. www.gymanda.com 22

September 2016


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23


Gear

Badge of Tommy Bonning, founder of Gym Royalty, on gym fashion and why gym owners should be selling their own apparel Words: Tommy Bonning

In today’s society I still find it very difficult to understand when I walk into any gym, why they aren’t selling their own apparel? The fitness industry is growing year on year and more and more people are prepared to spend big just to look good in the gym. Gym wear is now extremely fashionable, in fact it's now very trendy to be seen outside of a gym wearing, you guessed it ‘gym clothing’. So why are you not taking advantage of the recent big boom? Five years ago I’d go and train and wear tracksuit bottoms that were several years old, had holes in and a t-shirt that had been washed so many times it had lost its shape and I’d actually blend in. Fast forward to today and the pressures of looking good are very real.

Walking advertisements People are very proud to represent their gym and now see it almost as a badge of honour. And let’s face it, with competitors now popping up on every corner you need to maximise your customer’s spend - whether it's your own clothing, protein shakes or even companies such as ourselves who offer attractive deals to help increase cash flow. It’s never been so important to get each and every customer spending slightly more on each or every other visit. Not only by selling clothing are you making money but you’ve got walking advertisements popping up here, there and everywhere - potentially increasing extra footfall in your gym that you would never have had and in-turn helping to increase membership.

Ask for samples It might sound daunting to begin with but it really shouldn’t be. There are plenty of clothing printing companies around who should be able to cater for your needs. However, you should always ask for samples as each and every piece of clothing represents you and your brand so you don’t want it falling apart after several washes. Alternatively, there are companies out there who offer thousands of items for every type of budget and a majority of their items are unbranded, purposely for people such as yourselves to embroider/print and add your own value. Almost all printers & embroiderers will buy their garments from such companies so by going direct yourself you’ve not only got a wider choice of options but you’ll end up getting the garments an awful lot cheaper.

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f honour Research is essential If you start selling decent numbers, then there’s also a possibility you could negotiate on prices. When thinking of design research is essential. You want something that catches people’s attention. Ideally your logo should be a key feature however you could also incorporate catchy slogans to offer a bit more of a variation. Don’t just choose one design and then use that on every single item of clothing you sell. You want the repeat custom from your members so offer a range of options.

Seal of approval Continuously offer deals on what you sell as every person seen wearing your clothing outside of the gym are giving you their seal of approval. There is no greater advertisement than word of mouth, money simply cannot buy that. When choosing your logo (taking into account you haven’t already got one) it’s important that it’s user friendly. It’s a big deal for a lot of people walking into a gym for the very first time and let’s face it you now have people of all age groups and backgrounds wanting to become active. So if your logo is a big grizzly bear then a lot of people won’t even contemplate stepping foot into your premises, it's just a tad intimidating.

Appeal to the masses Create something that appeals to the masses and not the minority. If you’re struggling for inspiration there’s no harm looking at what other people use and then take elements from each and every one you like to help create your very own distinctive logo. So after all that, I can’t stress enough just how important your own apparel is. So what are you waiting for?

Tommy’s story After working in the finance industry for several years, in late 2013 I found myself being made redundant. This sudden change in circumstance made me realise I was being given the perfect opportunity to follow a dream of mine, to start my own gym wear brand. I didn’t know where to start and never liked the risks that came with being self employed but fortunately I found myself in a situation in which I no longer had anything to lose and everything to gain. I researched all of my competitors and realised this was an overcrowded market so I needed a very unique USP. After a bit of brainstorming I decided to have all of our clothing handmade here in the UK. Every single piece of clothing is cut and sewn by hand. The process is slightly longer and a little more expensive but we’re all in an industry where we need to stand out and be a little different compared to our competitors. Fast forward two years and after selling several thousand garments and with gyms & shops stocking our clothing up and down the country we are steadily becoming a well known brand within the fitness industry. We have some very exciting new products set for release over the next month or so our rise to the top will continue. For all enquires please contact me at: tom@gymroyalty.co.uk

September 2016

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PT Viewpoint

The Real M Ben Brook, Director at Fitness Training Solutions, on the best things to eat post workout Words: Ben Brook

'After you’ve done an intense workout session at the gym you feel like you could eat everything! Though, however tempting it is to stuff your face when you get home, you need to choose your post-workout meal wisely. '

SO WHAT'S THE CORRECT CHOICE? Food choices will be determined on the intensity of your workout and the amount of nutrients you need to sustain optimal nutrition. If you're aware of the macro nutrient requirements to maintain your own personal basal metabolic rate (BMR) this will assist you in making correct food choices which meet your personal nutrition needs. So let's take into account you have had a hard workout and completely fatigued your muscles. It's important not to go to the supermarket or petrol garage at this point otherwise you will look to eat everything in sight and this is usually the problem people have. You need to try to drive straight home to food you have prepared as this will help you make the correct choices for you needs, saving on any impulsive snacks. You see, immediately after a workout, your muscles can be depleted of the stored form of carbohydrate/glycogen— which fuels muscular contraction during exercise. Especially after a long, heavy training session, your body will lean toward a catabolic state. To refill these stores after your workout and start the growth process thus leaning towards a state of anabolism, you again want to rely on fast-digesting carbs because of their effect on insulin. A fast-digesting protein like whey protein isolate can quickly shuttle into muscle cells alongside the sugar molecules of the fast-digesting carbs. 26

September 2016


Meal Deal There are a wide range of food options available to you however I have found these options to be both nutritious and satisfying at the same time which is key if you want to stick to a restricted plan:

Option 1

Option 2

Option 3

Option 4

Bagel, chicken, avocado and salad

Tuna, jacket potato and salad

Steak, brown rice and spinach

Whey protein isolate and vitargo

Optimal body function You will notice that I didn't put the portion size of the meals and as I said at the beginning this is relative to your individual BMR and your own personal goal. It's important to ensure that all meals consist of carbohydrates, protein and fats which will assist efficient energy replenishment, muscle repair and hormone regulation. These types of meals will ensure you have a balanced diet for optimal body function. Remember timing is everything during your post workout meal, studies suggest that for the optimal recovery and replenishment of muscle glycogen levels you should consume 1.5g carbohydrate per kg of bodyweight 30min after an intense workout however delaying meals for longer than 2 hours can reduce glycogen resynthesis by 50%.

References: Bill I. Campbell, & Marie A. Spano, NSCA's Guide to Sports and Exercise Nutrition,2010, human kinetics, USA Ivy, J. 2001. Dietary strategies to promote glycogen synthesis after exercise. Canadian journal of applied physiology 26: S236-S245.

September 2016

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Gear

Fit Kit Whey Box Brand new protein on demand brand Whey Box launches. With ten delicious flavours per box including coconut, chocolate orange and gingerbread, these fuss free sachets can be ordered straight to your gym, meaning they are literally the most convenient whey! Visit whey-box.com for more information.

Urban Strength Bar Physical Company is setting a whole new challenge with the launch of the Urban Strength Bar. This innocent looking 6ft blue bar brings together strength, flexibility and balance to achieve incredible results. Its simplicity is its strength. By enhancing movements with increasing levels of leverage, the Urban Strength Bar can strengthen core muscle fibre which improves performance, reduces risk of injury and helps to tighten muscle tone Available from physicalcompany.co.uk for £75.60 Inc. VAT

Mio FUSE The classic Mio FUSE monitors daily movements and will automatically pick up the pace to track a high energy walk, workout or run. This highly accurate wristband provides a complete daily assessment of heart rate, step count, distance 28

September 2016

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

travelled, speed, pace and calorie burn. Water resistant to 30m, users can run through a rainstorm or plunge into a pool with their Mio FUSE. Available from MioGlobal. com & Amazon.co.uk for £129.96

SOLE Softec Response Footbeds To avoid aching arches and heel pain, fit your walking and running shoes with SOLE’s Softec Response Footbeds. These luxury mouldable footbeds adapt through the heat of your feet to fit perfectly. They give unique, custom support, reduce plantar fascia strain, improve balance and provide natural heel support to encourage good alignment of your feet and lower legs. There is also an insulated version for colder months. For more information and prices, visit  yoursole.co.uk

Personal Power Plate The Personal Power Plate is a compact, portable version of the industry-leading Power Plate® for at-home use and on-the-go fitness. The Personal Power Plate comes with a remote control to easily adjust its various settings and a range of exercises can be downloaded from powerplate.com/personal/#workout. Weighing just under 18kgs, it can be transported in its soft carrying case and conveniently stored at home. The Personal Power Plate costs £995 + VAT from powerplate.com and fitness specialist retailer fitness-superstore.co.uk


Healthy Bars Creative Nature have done what most companies can only dream of, create a range of truly healthy bars that actually taste good! It’s a breath of fresh air to look down the ingredients and not find dates and nuts as the main ingredients. The Great Taste Awards’ judges love them too, with Creative Nature having produced the only cold-pressed snack bar to ever win 2 Gold Stars. They are packed with natural ingredients and superfoods with 2 bars focussing on energy, 1 having 7g Vegan Protein per bar and the unique Ginger bar aimed more at detoxifying. At just 99p, these bars are a steal, see creativenaturesuperfoods.com

WoolFusion® Trekker with CuPED™ Technology sock After a hard day spent smashing your personal best, what better way to treat your toes than with socks that keep your feet fresh? The British made WoolFusion® Trekker with CuPED™ Technology has copper ions embedded in its fibres to ensure feet stay fresh during long winter walks. Copper is well known for its anti-inflammatory effects in the body, as well as being an effective bactericide, reducing the fungi, bacteria and odours most commonly associated with feet.

Suspension Trainer™ is designed to meet the demands of high-volume usage in commercial environments. It combines a fresh new look with new features; adjustable foot cradles, that are anti-slippage and padded, new antimicrobial rubber handles, padded triangles for increased comfort and new locking carabiners to keep your investment safe and secure. RRP: £169, see fitdist.com

Iced Latte protein drink UFIT Iced Latte will quite simply change your life! No more mixing protein shakes and drinking your coffee separately, now you can get your protein and caffeine hit at the same time with the brand new UFIT Iced Coffee. UFIT Iced Coffee combines 22g of nourishing protein with 100% Arabica coffee to create the most nutritious iced coffee drink available. What's more, UFIT Iced Latte contains no added sugar and is low in fat. And if that wasn't enough, it's further boosted with added vitamins, minerals and fibre for the ultimate high protein pick me up. See theproteindrinksco.co.uk

Gym budd-e Gym budd-e is a comprehensive and customisable toolbox of fitness and facility information, which links members to personal trainers, provides extensive exercise support, communicates in-club promotions and emails class timetables. The innovative kiosk can also be used to sell advertising space to external companies who wish to promote products and services to thousands of members, guaranteeing gym owners an additional revenue stream.

Available in men’s and women’s specific fit and colourways, see bridgedale.com

The NEW TRX® Commercial Suspension Trainer™ Based on 12 years of feedback and testing, TRX® have created their best commercial Suspension Trainer to date. The TRX® Commercial

For further information see gymbudde.com

Get your product featured here! Contact np@gymownermonthly.co.uk

September 2016

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Fitness over 50

Hobby, addiction or obsession? Chris Zaremba asks how far should we take our fitness regime? One of the interesting questions I ponder relating to myself, my clients and professional contacts in the fitness world is how far to take fitness in terms of life's other priorities. It's a huge topic, and I think the subject can be opened by considering three questions - how much time should you devote to exercise, how closely should you follow a megahealthful diet, and how upset do you become if your own objectives on both of those previous points are not met. Everyone has their own answers to these of course. The fact that the UK has an obesity crisis, with alarming rises in the rates of diabetes and other diseases which have an unhealthful lifestyle as contributory factors, suggests to me that far too many have fitness as too low a priority in their lives. And there are those at the other extreme. Virtually living at

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September 2016

the gym or health-club, and sacrificing other social activities in order to do so, perhaps creating difficulties with family or friends on the way. The body may be healthy, but maybe the mind is less so. This is a much smaller group than the first - but there are significant numbers, I've met a few and there are times when I've been guilty of heading towards this route. If you want to be good at the fitness game, and take it to levels beyond that needed purely for optimal health, then you're taking it into a sport or competitive activity - even if that competition is only with yourself. To do this requires effort, dedication and time commitment way beyond the amounts most people would put in. But this is the case with any sport, you have to put the effort and time in, and remove or minimise distractions if you're going to achieve success in your sport. I have a t-shirt lurking at the back of my wardrobe somewhere that says 'Obsession is a word used by the lazy to describe the dedicated', a true statement but not one I actually choose to wear often these days.


Fitness over 50 Somewhere in the middle The proper answer for most is somewhere in the middle. Certainly, for most of my personal training and fitness consultancy clients, they have no plans to follow me to the competition stage and be judged in a fitness, muscle model or physique competition. Most are keen in reducing fatness levels and increasing fitness levels, and to that end, I advise that they follow a decent nutrition regime and adhere to an appropriately designed exercise programme - and would realistically expect them to follow this for maybe 50% of the time. But those that choose to take enthusiasm for fitness activity to beyond the level needed to maintain or regain optimal health will decide to apply more. Let's look at my own approach. I try to keep to my nutrition and exercise goals in excess of 75% of the time. But I'm not so fitness-focused that I will turn down a social engagement, or a few pints of decent ale or good restaurant meal. I think this puts me in the 'Addicted' camp rather than 'Obsessed'. But I do monitor my body fat amount and percentage, and if I find either creeping up, then I turn up the dial and move the dedication needle a little to the right beyond that notional 75% mark. Does this make me obsessed? I hope not. Here are my own numbers: I like to be at below 8% body fat for contests and professional photoshoots, and to ensure I'm not too far off that my target is to keep at 11% or below year-round. I also like to be on stage or shoot ready at 73kg or less. Why be concerned about overall weight? I actually don’t want to be much heavier than 73kg at any time – even if the additional weight is muscle – as I’ve been heavy and don’t like it. Being heavier also won’t help with my running, which is a secondary fitness activity to me (after the gym) but still important. Finally, there is a 75kg cutoff in some fitness model categories. As I said, I am happy to live my life generally healthily and keep to my fitness goals for 75% of the time – but I will take remedial action and move towards that 'Obsession' end once I hit that 11% number or get over 77kg – at that time, the pub and restaurant trips have to take a lower priority for a little while. I know I need then to get back to my ‘off-season’ numbers of 11% and 77kg – and when I hit those, normal life resumes. A further benefit of this approach, of course, is that there isn’t too much to cut down to get to my target photoshoot and stage numbers of 8% and 73kg when the time comes.

September 2016

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Fitness over 50 It creeps up insidiously on you I mentioned earlier that I've been guilty of heading down the route of obsessed in the past. I think I'm good at spotting if commitment to fitness and sporting activities are taking over too much of my life, but it creeps up insidiously on you - well it does in me, anyway. To ensure it's under control, I've given Jenny, my wife, a notional electric circuit with a big red warning light connected to a button under her control. The 'Obsession Button' is rarely pressed by her, but we keep it ready. It doesn't really exist, of course, other than as an agreed concept between us. There is an exception to my self-imposed rules. In the final four weeks leading up to a contest or pro photoshoot, by

agreement with Jenny I de-wire the obsession button. That t-shirt with the words also probably needs to come out at that time. But that's only once or twice a year, and having done well in my last contest in April, the fictitious circuit is now back enabled for the next few months. In reality, everyone will have their own levels of priority setting for fitness depending on their own goals and other activities they enjoy. Anyone who has a least a certain level of enthusiasm for fitness either as a hobby, leisure pursuit, sport or competitive activity may find it interesting to ask themselves those three questions I posed at the start, and ensure that the level of priority for this in their lives is where they want it to be.

Read Chris’s thoughts every month here in Gym Owner Monthly. He welcomes comments and questions at Chris@FitnessOverFifty.co.uk 32

September 2016


Health

Supplements are not substitutes! Lazo Freeman provides guidance on how to use the right supplements

Knowing about supplements is one thing, but actually knowing how to implement a supplement prescription is another thing entirely, as it depends on many factors. Some basic questions you want to answer when proceeding to choosing, sourcing and buying supplements should be based on your health and fitness goals, age, sex, and eating/resting lifestyle. People tend to mistake supplements as a substitute to real food. This can be due to laziness, a lack of knowledge or poor preparation. Is this you?

September 2016

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Health Ask yourself Are you consuming your vitamins and minerals from food, and to what extent? Can you add more nutrient-dense foods to your nutrition plan? Was that your best effort? Where did your get your source of information for the supplements you purchased? Have they got sound knowledge and peer reviews? There are many charlatans pushing snake oil supplements tied to pipe dreams, so you must be vigilant. Without naming names, I have seen and heard many things about the horrendous quality control going on in the supplement world. There are good supplements out there, however nowadays you yourself can open a supplement company tomorrow online with a little cash and white labelling. Things have become messy and you will find many brands claiming big promises with slick advertising and no real evidence to back-up their claims. Without throwing the baby out with the bathwater, the consumer still has to workout, follow a healthy lifestyle, manage their stress, and sleep well for results – again to re-iterate a profound point, they are supplements and not substitute, it’s in the name! I am a big fan of supplements, when it’s the right one, with the right dosage, at the right time, taken consistently with the knowledge that my clients or I can fully implement and take care of the basics. Then things get fun, because now you can actually notice the difference good supplements make. Only when you have been consistent with your training and nutrition plan, can you start building your nutritional needs to meet the demands of the results. It all counts, so you may ask how do I make it count?

'I have seen and heard many things about the horrendous quality control going on in the supplement world' 34

September 2016


Health Selecting supplements Choose your nutritional supplements first over sports supplements, especially vitamin and mineral supplements, according to your age, as your needs change after the age of 35 onwards. This is partly because your metabolism needs more of certain nutrients and partly because of changes in intestinal acid and enzyme production means you absorb nutrients less efficiently. Very basic yet important supplements to consider in your plan as an example:  Most of the world is deficient in magnesium, for men you can add zinc to the mix before bed to aid natural testosterone production  Most people are deficient in Vitamin D  If your training and sweating like a madman then frequent intake of Vitamin C is required especially if you consume hardly any fruits in your diet. Vitamin C helps cells regenerate and damage control of free radicals after a workout  Omega 3,6,9 in the ratio of 3:1:1, imperative for healthy cells and anti-inflammation, which slows down recovery

Make sure they are standardised You can call the supplement company and give them your batch number and ask them when have they been tested recently and get their results (you may be in for a shock though!). Also, ask about double blind tests to make sure they are keeping quality control, as some companies start with good quality, build a brand and then cheapen it to save profit. Plant-based supplements from which herbal supplements are made, contain different blends of constituents at different times of their growth cycle and are affected by the weather, soil quality and time of harvest. Although the quantity of active ingredients varies between batches of raw material, selecting a ‘standardised’ product ensures that each tablet/ capsule provides the same effective dose.

September 2016

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Health Combining supplements Most people will benefit from taking various vitamins and minerals with an essential fatty acid formula, including amino acids. You can then add other nutrients if you have a particular health need.  Those wanting to help maintain healthy joints may select glucosamine  For maintaining a healthy heart, you may add additional folic acid, omega 3 or garlic extracts  5-HTP may be beneficial for those wishing to lift a low mood  Ginkgo plus choline can help to improve memory and concentration  For muscle building select ZMA, L-Arginine, L-Glutamine, and creatine Now here is a common problem, the logistics. Do you have your supplement prescription written out by someone informed, who knows what you want to achieve and is ethical, meaning they are not just trying to sell a brand but actually want the best supplement for you? I see it all the time going to new clients’ house, drawers of old supplements, not fully used, out of date. This is the kicker, not actually taking them long enough, say for a minimum of three months to get the benefits. It’s not that they lack motivation, it's probably because they have a poor process.

Taking your supplements Buy yourself a pillbox. Seven days Monday to Sunday, with morning, lunchtime, dinnertime and bedtime. Every Sunday you fill up the box with what your trainer, doctor or nutritionist advised. Then get them to keep you accountable to taking this box everywhere you go, and actually take your supplements. Now for the powders. Have a checklist of when to consume - upon awakening, pre or post workout, or before bed. You might want to carry it in a smaller container so you not carrying tubs everywhere. Place your supplement box, and container in a nice bag, which carries a bottle of water. Always ready! Most vitamin and mineral supplements are best taken immediately after food, washed down with water or orange juice. If you have not eaten for 20 minutes supplements may trigger nausea or indigestion. Just four bites of food or a glass of juice will do. Don’t however; take them with tea or coffee as this can interfere with their absorption.

Magnesium and calcium works against each other, so take separately if you need them depending on your goals. Fat-soluble substances, such as Co-enzyme Q10, evening primrose oil, fish oils and vitamin E are best taken with food containing some fat to increase their absorption. One-a-day vitamin and mineral supplements are best taken after your evening meal rather than with breakfast. This is because repair processes and mineral movements in your body are greatest at night, when growth hormone is secreted. If you are taking two or more tablets/capsules of the same preparation daily, spreading them over the day maximizes absorption and evens blood levels. Final note, the more you train the more you need highly dense nutrients, and if you can get that from food then great, but the way farming is going, with GM and all sorts of shenanigans, it's hard to consume adequate nutrients from food alone, but do your very best. Happy supplementing!

Lazo Freeman studied biochemical engineering at University College London, and then went into the fitness industry from winning the Body for Life competition by EAS. He worked as a sponsored athlete for EAS and studied sports supplementation before moving to USN. Lazo ran a very successful body transformation business, and competed as a natural bodybuilder. He has worked alongside Rehan Jalali, the top nutritionist for the Jamaican sprint team, Ben Affleck, Sylvester Stallone and a galaxy of other A-List Hollywood stars. 36

September 2016


Fitness

HIIT vs Circuit Sasha Green outlines these two types of exercise, both are time efficient and effective but lead to very different results Words: Sasha Green

High-intensity interval training (HIIT) is a form of training that involves short periods of intense anaerobic exercise combined with less-intense recovery periods. HIIT training has seen a recent rise in popularity, favored by many gym goers. This is due to the fact it can be done in a relatively short time frame, with minimal or no equipment. Because of it’s intensity and general arduous approach it’s great form of fat loss and helps build muscle endurance. This is partly because it makes the body more efficient in converting both fat and glucose into energy. It also improves muscle and bone mass. Circuit training, on the other hand, focuses on a set number of strength exercises, which are completed one after another, usually performed for a specific number of repetitions or a set time. The time between exercises is often short with a quick turn around to the next exercise. This form of training is great for improving strength and mobility and increasing stamina.

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BIG DIFFERENCE There’s a big difference between the framework of both workouts. As previously noted, circuit training is a resistance workout, which involves a set number of exercises, which are rotated through stations, usually for a set period of time on each station. For example, a full body circuit may consist of a squat, push-ups, lunges, pull-ups, burpees, abdominal crunches, followed by a plank all performed for 60 seconds. Once all the exercises are completed, you then repeat the programme how ever many times you wish to do so. In contrast, interval training (HIIT) is an aerobic based workout. So, an aerobic exercise is performed adding intervals of increased speed or resistance to increase difficulty. For example, whilst jogging, adding in a 30 second sprint, then returning to your jogging pace for a short period of time. With circuit training the types of exercise can vary widely. This can include bodyweight exercises, and/or free weights, all designed to challenge your muscles and improve your strength levels. Interval training can also involve different types of workouts, such as running, cycling, and swimming. This challenges your cardiovascular fitness levels, as your breathing and heart rate will increase leading to improved endurance levels. While circuit training primarily uses strength and resistance based exercises, it can also contain aerobic exercises. Usually the exercise performed on each station is only done for a short amount of time. This forces your body to use your anaerobic energy system, which converts glucose into energy for your body to burn. Overall, HIIT uses your aerobic energy system, which converts fat into fuel. However similar to circuit training the short, bursts of intensity switch to the anaerobic energy system and can lead to greater improvements in your vo2 max.

'HIIT uses your aerobic energy system, which converts fat into fuel'

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Variety is key Both forms of training have huge benefits on the body. The workout types use different exercises, require different energy systems and promote different results. Both can burn fat very effectively. Circuit training also increases your muscle mass, whereas HIIT can dramatically improve your endurance. Just as with any type of training variety is key. Even with circuit and HIIT over time your body will get used to the exercises and plateau. Look to change exercises, reps, sets and time in your circuit training. With HIIT changes can also be done with exercises, resistance and time.

Sasha Green is a Personal Trainer who specializes in fitness and fat loss. He comes from a sports background having been a PTR Tennis Coach for over six years. As well as having a Personal Training Diploma and Advanced Certification in Nutrition he also holds a Bachelor of Science Degree in Psychology, which he adopts to his training philosophy. Sasha is also a fitness model and a big believer in living a balanced and healthy lifestyle.

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Spotlight

‘We care as mu We talk to Andy Kidd, MD of fitness marketing agency Hattrick Marketing How did you become the MD of a fitness marketing agency? I’ve always had a real interest in health and fitness and therefore jumped at the chance when offered the position as a fitness instructor after leaving university in the early 90’s. Then after a short period on the sales team at Living Well Health Clubs I landed my dream job as Group Marketing Manager at firstly Fitness Exchange and then latterly LA Fitness. However the entrepreneur in me eventually won over and in 2003 I set up Hattrick Marketing and have been providing marketing services across the fitness industry ever since.

So what exactly does a ‘specialist health and fitness marketing agency’ do? It really varies from one client to the next. For one client we might be updating their brand to help them appeal more to their particular target market, with another we might be implementing a campaign aimed at generating new leads. But essentially we provide an array of marketing services to UK fitness facilities aimed at helping them get maximum

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results. As an integrated agency we do this through helping them with just about any type of marketing, on an ongoing or project basis.

What’s the main benefit you feel you provide to your clients? As a business owner myself I know what a huge role a business plays in an owner’s life and that’s why whenever we begin working with any organisation it’s not lost on me or anyone within Hattrick that we are being given the responsibility to assist them on something that’s hugely important to them. With that in mind we approach each project with every bit the commitment and attention that we would if it was our own business. So aside from the knowledge and experience that our team bring to the table, I like to believe that we give our clients the peace of mind in knowing that we care as much as they do.

What are the most significant changes you’ve noticed over the years in how gyms are marketed? The fitness industry itself has changed so much on so many


Spotlight

uch as they do’ levels over the last twenty years so the way it’s marketed has of course also changed massively along the way. When I first became involved in the industry gyms were doing next to no marketing, whereas nowadays most gyms have in place sophisticated methods aimed at getting the maximum amount of sales with the best ROI. Of course the digital revolution of recent years has impacted on this hugely, essentially making it much easier to effectively target the end user through digital adverts at a much lower cost. During this time period online joining was introduced and as we know that had huge repercussions for the industry as a whole as it helped facilitate the budget gym model. However it also impacted upon how gyms are marketed because as opposed to the past where a gym would use traditional offline channels to encourage somebody to pick up the phone or walk into a gym to enquire, the industry now has the capacity to target ads at people while online and drive them to an online joining system, streamlining the whole process tenfold!

So with January fast approaching, what would be your recommendation to a gym owner on marketing their facility? Well there’s no one size fits all solution really, so it varies hugely from client to client, but there’s a few key issues that

anyone should really consider. ‘Who exactly is your target market?’ This might sound obvious but you’d be amazed by how people’s understanding of their target market can actually change once they give it some real thought or fully investigate their geographical area.

‘What are the things that would make them want to purchase?’ Again real thought should be given to exactly what goes through people’s heads when they might consider joining a gym. Is it weight loss, getting fit for an event, general health, price etc? It’s so important to know this because it should hugely determine the message that you convey through your marketing.

‘What’s the best media through which to reach your target audience cost effectively?’ This is impacted of course by your target audience. Different demographics engage with different types of media and in different ways and some demographics barely engage at all with certain forms of media. So this then links back to the first consideration of knowing who your target audience is. This is really just the tip of the iceberg, but in my opinion it’s a good place to start.

'We approach each project with every bit the commitment and attention that we would if it was our own business' For further information see: www.hattrickmarketing.com September 2016

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Trends

GOING WE Pieter Verschuren, Communications Officer at Virtuagym, on wearable technology and the associated business opportunities for gym owners Words: Pieter Verschuren

One of the major trends in the fitness industry is wearables. Forecasts expect worldwide shipments to grow with 38.2% in 2016, amounting to an incredible 110 million devices. And this rapid growth isn't expected to stop anytime soon. These days, developments in wearable technology are driven by investments in the consumer market, where tech giants such as Apple and Google and tons of small start-ups are working on developing new smart watches, smart glasses, and so on. Some people take this as a sign that the fitness industry is running behind and that consumers will have the future of fitness in their own hands. But the fitness industry is catching on as well with innovative professional applications of these technologies.

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Trends

EARABLE The benefits of fitness wearables Let's start by looking at the benefits of fitness wearables. First of all, wearables are a great tool to boost motivation. They visualise progress and activity and give active feedback on performance. If you set a daily goal of 10,000 steps and at the end of the day end up with 8,500, it will be tempting to take another walk around the block to get that "Congrats! Goal reached!". Second, wearables reduce hassle. By automating progress tracking, users are no longer required to manually write down data in a notebook, or insert data in a spreadsheet or online fitness tool. This automation ultimately makes it easier for people to keep up with tracking their progress. In short, you see that wearables boost motivation to continue exercising, and promote progress tracking - two pillars of any fitness regime.

'Wearables are a great tool to boost motivation.' A great business opportunity At fitness conventions and seminars all over the world, the main discussion is about technology. It appears that the health club industry is finally acknowledging the importance of technology within their businesses. And wearables are a part of this. In the consumer market, clients are tracking their own progress and make subsequent changes accordingly, with or without the assistance of a trainer. From time to time you'll hear someone saying this is irresponsible and that proper guidance is needed for life and body-changing fitness regimes. But the truth is, this is what consumers are already doing today and this is what the industry should be adapting to if they are to keep up with market demand.

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Trends A question of control The main challenge is one of control. It's about who controls the client data and how accessible that data is, but its also about what you can do with it. The answers to those questions depend on what wearables are being used and how they fit into your business. The majority of consumer-focused wearables collect data in a personal profile, shielded from prying eyes. Good for privacy, but bad for coaching. Obtaining insight in client data can quickly become a hassle, while quick access to data is the key to the added value of wearables. In order to fully implement wearables in your business, you’ll need a good solution designed for professional application.

Are you missing out on revenue? Let's look at the business opportunity that wearables present for gyms. Of course, clients can use the tracker to choose to purchase at some point, but as a club owner you are in the perfect position to advise your members on this and present them a solution which seamlessly integrates with your club and coaching services. As such, if implemented well, wearables are a lucrative business opportunity for gyms. By using your trainers as resellers, it will not only open up an additional revenue stream from your existing clients, but will improve the overall experience of the service you provide as well. Complement direct selling by your trainers with a webshop. Especially if you offer memberships via the same webshop as well, this will turn your website into a one-stop-shop for prospects and existing members alike.

Boost retention with fitness wearables Perhaps the biggest benefit of implementing wearables within your club ecosystem is the improved member experience with your services. Offering wearables as part of your service can be the missing link to connect their actual daily lives with your health and fitness offering, all in a super easy and seamless experience. Imagine, your members could be engaged with your brand every single day as they wake up in the morning and open up your club app to sync their body composition data from their bluetooth scale and their daily steps from their activity monitor. With access to all that data, your trainers gain incredible insights in client performance, allowing them to act on their progress in real time. When they see a client's step count is consistently low, they'll know to give that client some extra attention, a motivation boost, or an alternative exercise plan if those step goals for some other reason can't be reached. In conclusion, wearables will extend your service beyond the walls of your gym, an engaging experience which will boost member engagement, loyalty, and lifetime value. 44

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About Virtuagym Virtuagym is a unique all-in-one fitness software system for health clubs. With solutions for client coaching and engagement, membership management, scheduling, invoicing, online payments, access control and more, you have everything you need to run your business. And with the integrated branded mobile club apps, you can engage your members like never before. Want to learn more? Contact Virtuagym via sales@virtuagym.com or visit www. virtuagym.com/software


Fitness

Why is fitness so complicated? Ben Coomber says it’s time for simplicity, it’s time to streamline our lives and stop making everything so complicated

Ask most people, and they’ll tell you that fitness is complicated, confusing and unachievable. Which raises a quick question, is this why so much of the world is obese, unhealthy and demotivated? See, in an information age, with everyone arguing their side of the story with everything health and fitness related, most people are paralysed with the solution. Take any given topic, let’s go for protein, how many perspectives do you think you would get doing the google search ‘how much protein should I eat’. You will end up with bodybuilding articles, vegan articles, endurance articles, government advice, and more, and would you know the answer at the end? Most won’t, and here lies the problem. A lack of simplicity in our approach as people teaching others. Now I’m half educator, half inspirational dude in the world of fitness. I like to inspire people with the idea of change, then give them some simple tools to do it, whether they are a coach, or an everyday guy or gal. Most of us want to impress others, look at how complicated I can make this topic to make myself seem elite, untouchable, amazing, and just so damn clever. But all this is d*** swinging in the world of fitness. There is a famous quote by Albert Einstein which is worth using to set the tone here:

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Everything should be made as simple as possible, but no simpler – Albert Einstein. Except everyone is going the other way, and we are apparently trying to help others. Nothing was ever achieved quickly and simply by making things as complicated as possible. Take a leaf out of the world of technology. Uber, the Taxi booking app, is a great example - everything is moving towards simplicity; open the app, call the cab, turns up, and the app even pays for it for you with your pre-set card details, simple as you like, and EVERYONE loves using the app. Some might complain that it has ruined some more complex, cumbersome and traditional methods, but so what. It’s the modern world, get over it. You can complain and be left behind with the world, or accept the modern movements in human behaviour and carry on winning as you were and innovate with the rest of us. In a self-help world no one is simplifying Think of the last nutrition plan, or training plan, or lifestyle changes you tried to make or got someone else to make and consider how complicated or simple it was. Could it have been more simple and thus yielded better or more efficient results? See, the other reason we need simplicity in our lives is that the rest of our lives is so damn complicated. In a self-help world, no one is simplifying, everyone is adding. Most self-help articles, books and videos add to the stress. They ask you to go away and write a ‘to do’ list and start to implement it in your lifestyle, but most complain that they don’t have enough time to do it, and they are right, and we as coaches need to appreciate that. Kids, mortgages, work demands, trying to get down time, fitting in a workout, food shopping, getting in the garden as it's looking a mess, doing the house work, life is busy. Stop getting everyone to do more more more. We need to be doing less, we need a life of more simplicity.

'I like to inspire people with the idea of change, then give them some simple tools to do it, whether they are a coach, or an everyday guy or gal'

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Be brutal and honest with yourself This is why we need a ‘NOT to do’ list, which is more powerful, initially, than the ‘to do’ list. And this should be stretched across your lifestyle to clean up all the habits that you have that are not conductive to you moving forward in a more positive way. Most people eat some foods they shouldn’t, most give too much time to others, most watch too much TV, most don’t prioritise the important things they need to do and prioritise the easy stuff to do, most don’t make time for time out, among many other things. Be brutal and honest with yourself, what do you keep doing that you know you shouldn’t, or don’t want to do, and cull it, get it out of your life. Be brave, yes you might upset a few people, it might be a weird step change, but you HAVE to do it, it’s a must. We need time, space and creativity to do the new things that we want to do that are going to move us positively forward. We can’t just add add add, we paralyse ourselves, feel overwhelmed, then feel guilty we couldn’t achieve it and jack it all in and binge, stop training, and generally just go in all destructive mode until we rattle ourselves out of our slumber for another attempt. How much simpler could your training be, not necessarily the actual workout, but maybe the amount of days you commit to the gym. Could your results be done in less time, or in less sessions, leaving more time for other stuff? Could your nutrition be simplified, are you trying to be too fancy

with types of food and timing, when really it's making 2-3% difference and you’re not an athlete anyway? Are you giving so much time to others that you don’t have time to be selfish and focus on what you want, which is ultimately what is most important before you can help others? All this stuff sounds simple, and obvious right? But we're not doing it, we're not standing back, being honest, being reflective and often being brutal with the changes we need to make. It’s time for simplicity, it’s time to streamline our lives and stop making everything so god damn complicated. I’ve just started a UK seminar tour and I’ve made what I’m teaching simpler, shorter and more direct because I have developed the skills and the knowhow to know what people really need, without complicating anything. I might be stood in front of an athlete and I won’t mention carb timing until he’s nailed so many things before that, despite the fact that’s the one thing he wants to know as he thinks it will make the difference. It won’t, he needs to simplify first before he can get more complex and geeky. In fitness we can get a bit obsessive about the details, and I’ve talked to 1000’s of people over the years where my response has been one of regression, not advancement. People want more, but I take away, I give them less, and 9/10 I get a message a few weeks later saying “Ben, it was tough at first, but I took away, I simplified, and I am so much happier and focused now, thank you”.

Make a beeline for the science Before I finish up, this is where I need to mention the value of science and what the research says on training, nutrition and mind-set. If you’re in a place where you're confused, not sure on the right answer, and want some clarity, make a beeline for the science. Let me come back to my protein example earlier. Look up an organisation like the ISSN and see what their stance is on protein intake, or look at Examine.com, research based companies that find clarity in the world of overly complicated research and opinion, and use that as your go-to resource for clarity, because what’s proven in science is the best we know, so take comfort in those facts. People think living a complicated life is cool, trendy, and makes them appear elite. Screw that, we’re not built for it. We’re built to thrive in simplicity, doing a few things that culminates in making us who we are. Otherwise, the mind will never be clear and I’ll argue people will never truly be happy and that’s the aim of life - right?

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

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Spotlight

Time sensitive John Treharne, CEO and Founder at The Gym Group, on the challenges of delivering 24-hour fitness Round the clock access to fitness is not a new concept. 24 Hour Fitness, USA, launched its first club thirty years ago in San Lendro, California. The brand now operates more than 400 facilities across the States and serves 4 million members. Why then has it taken the UK until the 21st century to produce multi-site brands that successfully deliver 24-hour fitness?

these facilities were designed specifically to address a 24hour audience and were products in their own right, not simply standard gyms with extended opening hours.

“It’s not as straightforward as it sounds” says John Treharne, CEO and Founder at The Gym Group. “It is a big mistake to assume a 24-hour operation can simply be an extension of the standard gym operation and still remain profitable. Before opening the doors of The Gym’s first 24-hour gym back in 2008, I spent years travelling the globe visiting successful 24-hour operations. It became abundantly apparent that

“When designing a 24-hour operation the number one consideration has to be the safety and wellbeing of members and staff. Typically, usage will be low between the hours of 10pm and 6am. It therefore makes sense to reduce staffing levels during these hours but it is important to ensure safety is not compromised. This is a big challenge and remains critical to our service provision.

“All gym’s in our portfolio have been developed using our proven and trusted formula. If we have established our brand in a location previously occupied by a different gym we have completely redesigned that facility; introducing our systems, our layout, our equipment. We never try to recreate our 24hour offering simply by rebranding an existing product.

'All gym’s in our portfolio have been developed using our proven and trusted formula'

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Spotlight

When preparing to open a 24-hour gym the following points need serious consideration: Member access It is important that members can gain easy access while maintaining a secure building and restricting access to only those who hold a membership. The Gym utilises a one-in-one-out, secure entry ‘pod’ operated by a unique keypad code. Even if an operator chooses to employ a receptionist during the night shift it is important that this team member is protected against non-members wandering into the building late at night when there are not many other people to call on in an emergency.

Service standards It is important that a member visiting the facility at 1am receives the same standard of service as a member visiting at 11am. The Gym delivers virtual classes at selected sites so all members can enjoy group exercise sessions whenever they visit. All our gyms also offer MyRide, an advanced system which allows riders to enjoy beautiful virtual scenery and pre-programmed cycle routes as they

pedal on stationary bikes. This helps enhance the user experience even when the gym is relatively quiet.

Cleanliness Most gyms employ a contract cleaning company who visit the site outside of operational hours. In a 24-hour operation cleaning has to take place while the gym is fully operational without compromising the member experience.

Personal safety of members and staff During the night, there can be times when very few people are using the facilities. Systems need to be in place to ensure that if a member or an employee require assistance they have options to summon help. The Gym places emergency buttons in all areas. When activated these alert a third party who will send somebody to the site immediately.�

'The Gym delivers virtual classes at selected sites so all members can enjoy group exercise sessions whenever they visit' September 2016

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Strength in In the first accessible article, back in July, Stuart Dunne looked at general access and specific gyms who cater for disabled individuals. But why can't every gym in the country cater for disabled individuals like in the USA? In this issue we'll look more specifically at individual pieces of equipment that even small independent gyms can provide, thus opening their doors not only to the accessible market but to the friends and colleagues that will join them. Against the stereotypical viewpoint, disabled people do not congregate together with other disabled people all the time. In fact the average working person with a disability that wants to maintain their general fitness is probably the only person with a disability in their office. A ratio that is much lower than 1 in 10. So not only does a service provider cater for the accessible world when they include gym equipment for disabilities, they attract a whole new audience of paying members. Most gyms will not have more than two disabled people at anyone time and virtually all will have less than five at once.

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Spotlight

n numbers I’ve listed five pieces of fitness equipment suitable for accessible training for both strength conditioning and aerobic fitness. 1. Vitaglide circa £2,000-£4,000 The Vitaglide is an upper body training device designed to maximise aerobic capacity, with a very unique core workout. It is a perfect device for wheelchair users, but can equally be used by semi ambulatory clients and also able bodied athletes. The simple but effective design of the Vitaglide incorporates two linear sliders mounted on a V shape platform that move with each other but in the opposing direction. The unique movement of the Vitaglide and varying resistance levels allows the individual client to choose between semi aerobic activity or more focused aerobic training. The Vitaglide went out of production around eight years ago and nothing has filled the void, so the new team behind it's re-launch are incredibly excited. In addition to the unique design and functionality they are bringing some new technology and software into its 2017 launch. We are hoping that the Vitaglide will be available in January/February in the UK. For more infomation see www.cyclonemobility.com 0800 1804850. 2. EasyStand Glider circa £4,500-£6,000 The EasyStand Glider is a device to enable a paralysed person to stand and elliptically train whilst in the standing position. It allows the individual to train their upper body whilst upright and reciprocally move their lower body through the mechanics in the design. This unique movement pattern is perfect training for those individuals that cannot stand independently as it gives both cardio training and a number of other health benefits associated with standing. The EasyStand Glider is available in the UK from the Mobility Aids Centre in Peterborough. For more information see www.easystand.co.uk 01733 342242. 3. Equalizer 6000 circa £5,000 The Equalizer 6000 is a multi exercise weights machine designed specifically for the wheelchair user. It incorporates many different upper body exercises, including bench press, pectoral fly, lat pull down and row exercises. It has three fixed pattern movement

positions (pull down, bench and fly) and three open pulleys in low, mid and high positions to allow free range training patterns. Unfortunately the Equalizer is the only commercial grade accessible anaerobic exercise machine available in the UK, it is built in Canada and imported and distributed in the UK by Cyclone, see www. cyclonemobility.com. 4. NuStep circa £4,500 - £6,000 The NuStep cross trainers are at the pinnacle of exercise innovation and are designed to provide accessible elliptical training to a wide range of individuals. NuStep is essentially a seated cross trainer and has very low body impact training so it is great for totally paralysed clients or clients with mobility limiting factors like arthritis or overweight individuals. It is available in the UK through a few suppliers so the best way to find a retailer is directly on the NuStep international website, www.nustep.com/ international. 5. Restorative Therapies FES RT300 circa £14,000 - £20,000 For those gyms that want to step a little further into the future, exercise of muscles that are paralysed is possible. This can be offered in a variety of devices from the US manufacturer Restorative Therapies, but the most common is a leg exercise device with six programmable channels of electrical stimulation. Amazingly the muscles in the body that have no signal from the brain or a weak confused message can be triggered with an external electrical current which makes the muscle contract as if it were being triggered by the body’s own messages. The movements are then cleverly controlled by computer software in the device and a synchronised patterned cycle is performed. The devices are manufactured in Baltimore USA and distributed into the UK by Cyclone. For more information see www.restorative-therapies.com.

Stuart Dunne is a supplier of equipment to the physically challenged, see www.cyclonemobility.com

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Q&A

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

Risk Free Q. I’ve just opened my own gym, how can I ensure both members and staff are safe within my facility?

Q. I own a boutique studio and manage a small team of personal trainers, how can I best support my PT’s?

Mark Cooper, Manchester

Karen Braithwaite, Winchester

Andy Brownsell, Commercial Director of Protectivity, specialist insurance provider to individuals and businesses in the active leisure sector, answers: As a new gym owner, it’s important that daily safety checks are carried out to ensure your fitness facility is risk free. This includes, but is not limited to, checking fire exits and doors for obstructions, the facility for trip and slip hazards, that all gym equipment is working properly, distress alarms are activated and that CCTV is live and recording. It may seem a lot, but if you make these checks part of your daily routine they’ll become second nature and could save you a lot of hassle further down the line. All fitness equipment within your gym should have a certified maintenance contract which verifies that it is user worthy. Your staff members should also be fully trained and capable of operating all gym kit, ensuring their own safety and that of your members. If you’re worried that your staff aren’t properly equipped with the skills needed to guarantee your facility remains hazard free, consider sending them on a maintenance course. Better to be safe than sorry. Staff should also be trained in the ‘Control of Substances Hazardous to Health’ (COSHH), especially if they’re required to use cleaning chemicals. Make sure all your members complete a comprehensive induction session, which should include health screening, to check their suitability to train in your facility. You’ll also want to take out an insurance policy to cover your gym; I suggest you have a detailed conversation with your insurer so they’re fully aware of your set up. For example, if there’s ever a time your gym is unmanned you should be disclosing this to your insurer. For more information about insurance policies available visit: www.protectivity.com 52

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September 2016

Stephen Parkes, Founder of interactive fitness kiosk gym budd-e, answers: Ensuring your PT’s are well supported is certainly advisable as for most operators they are highly valuable revenue generators. With a personal training background myself I certainly recommend supporting your team and there are a number of ways you can do this. Firstly, make sure you invest in their training. Your PT’s will feel valued if you’ve taken an interest in their professional development and they’ll also have peace of mind that they are carrying out their job to the best of their ability. It has been widely noted that the PT industry is an increasingly competitive space. This may not impact your PT’s as much if you’ve kept your team small but where possible maintain a fair PT to member ratio so that your trainers’ services remain in demand. Make sure PT’s are kept up-to-date with the latest industry trends. If they understand what’s going on in the sector they’ll be well placed to advise members and people will be more likely to return to them for repeat business. Communicate with your team and ask your PT’s how you can support them. They may come up with suggestions that would have never occurred to you. Just asking will let them know you’re prioritising their needs. Finally, invest in products designed to support their services, gym budd-e for instance, was designed with PT’s in mind. It’s an interactive fitness kiosk which sits on the gym floor and provides fitness and facility information, extensive exercise support and links members to PT’s. Its high-tech screen is another channel you can use to promote your PT’s. For more information about gym budd-e and how it can support your PTs visit: www.gymbudde.com


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Trends

Appointments A round-up of industry movers and shakers TRX® appoints Gavin Whelan as Senior Sales Director of EMEA TRX®, the industry leader in functional training and creator of Suspension Training® bodyweight exercise, has announced the appointment of Gavin Whelan, as Senior Sales Director of EMEA. Previously Director of International Sales at TriggerPoint, and following 10 years’ experience in sales, Gavin has a wealth of fitness sector knowledge as well as four years as a professional footballer in Ireland. Having managed all aspects of the TriggerPoint business outside of North America, Gavin has worked with a wide network of distribution partners, education teams and attended industry events worldwide.

Commenting on his appointment, Gavin says: “This is a really exciting time for me, I’m passionate about the sector and am keen to help grow the brand across our home and international markets. TRX® has a world-renowned reputation for the quality of its education, product and programming. I’m looking forward to bringing my experience to the EMEA team.” As well as driving the delivery of industry leading education and programming, Gavin will accelerate the expansion of TRX® into the EMEA region. He will ensure distribution strategies have a consistent approach, and that TRX® remains market leader in the functional training space.

Lifetime Training recruits Australian high-flyer Lifetime Training has scoured the globe in its quest to appoint industry innovators. The company’s latest addition is Sean Cosgrove, who was previously Chief Operating Officer at the Australian Institute of Fitness. Cosgrove has been appointed as Head of Commercial Operations at Lifetime. In addition to his business expertise, leading all commercial operations teams including course delivery, sales and customer service, Cosgrove is also completing a Masters of Business Administration. Previous roles include National Sales & Marketing Manager at the Australian Institute of Fitness where he transformed the sales and marketing strategy from a traditional media

approach to a digital and social orientation, as well as operational and managerial roles in a variety of fastpaced commercial businesses in the education, leisure and fitness sectors including Fitness First Australia, BlueFit Leisure and South Pacific Health Clubs. In his new role, Cosgrove will support Lifetime’s continued and rapid growth, developing an operational plan that delivers educational excellence across key sectors, such as fitness and beauty, as well as shaping the curriculum team’s priorities to support the creation, development and launch of new industry-leading and innovative training programmes.

Pure World Energy appoints Tim Hewett as Non-Executive Director In preparation for a proposed initial stock market listing, Pure World Energy has strengthened its group board with the announcement that Tim Hewett has joined as nonexecutive director. He joins the existing PWE Holdings plc executive board of Simon Wright - CEO, Paul Hale - CTO and Sarah Healy – CFO. Having spent his whole career working in the leisure sector, Tim brings a wealth of leisure management experience that few can rival. Most recently, Tim sat on the executive board for Places for People Leisure (PfPL), where he was the Business Development Director. He had worked for PfPL for 22 years before his retirement in June 2016. PfPL is one of the largest leisure management operators with a turnover of c. £140m, employing 8,000

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people and providing 35 million people a year with a vast range of physical activities. Tim comments: “I’m thrilled to be joining as a nonexecutive director for Pure World Energy and look forward to working with the management team to grow the business and welcome the opportunity to share my 39 years of leisure management experience with PWE, a progressive and innovative company, providing a valuable solution to leisure facilities across the UK.” Simon comments: “As PWE enters its next stage of growth, it is an honour to welcome Tim to the board of PWE. Not only does Tim bring a vast and varied knowledge of the health and leisure market, but he has worked extensively with the City during his time at PfPL”.


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Profile for Gym Owner Monthly

Gym Owner Monthly - September 2016  

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

Gym Owner Monthly - September 2016  

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