Weekly Workout - Issue 51

ISSUE 1 May

WEEKLY

Issue 51 - 28 May 2021

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

Research underlines role of technology for fitness industry

page 3 Why does your gym need finance?

page 5 Diversify and innovate to rebuild page 6

WORKOUT WEEKLY

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Research underlines role of technology for fitness industry A NEW global customer survey by Virtuagym of gyms, studios and personal trainers has revealed the crucial role that fitness technology has played for fitness businesses during the Covid-19 pandemic, as well as the key part it is predicted to have for the future of the industry.

The research, undertaken while much of the fitness industry was still closed, found that digital technology was vital in motivating and engaging members, during a period in which more than two thirds (69 per cent) had to close their doors for at least three months.

Close to half (45 per cent) of gyms and a third of fitness studios (32 per cent) and personal trainers (36 per cent) used technology to provide home workout content, with half of studios (49 per cent) and 40 per cent of gyms and personal trainers also using digital apps to provide virtual training.

The same number of gyms also engaged with members through 1:1 online coaching and live streaming of classes.

Wearable technology has also proven invaluable, with more than half (51 per cent) of gyms and 45 per cent of personal trainers using fitness trackers to assist clients in meeting their fitness goals during the prolonged periods of restrictions.

To streamline business efficiencies and ensure compliance with Covid-19 regulations, more than two thirds (69 per cent) of gyms used digital check-ins, online class bookings and attendance tracking.

“As an organisation with the ambition to make the world healthier through innovative technology, we are excited to see the extent to which technologydriven solutions were embraced by fitness businesses to support them through such a difficult period for our industry,” said Hugo Braam, CEO and cofounder of Virtuagym.

Furthermore, fitness technology proved essential in maintaining a sense Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk

Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia. co.uk Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk

Studio manager: Stewart Holt sth@scriptmedia. co.uk

www.workout-uk.co.uk

Hugo Braam

of community amongst members.

Nearly two thirds (60 per cent) of gyms and more than half of studios (54 per cent) used online group classes, while half (50 per cent) of gyms used in-app community features.

This rise in group fitness extended to the outdoors, with the majority of fitness studios (86 per cent) training in parks and more than 40 per cent of gyms and personal trainers working out in front of their facilities.

“We believe that technology will be a real game-changer for the fitness industry”, added Hugo.

“It can enable operators big and small to deliver varied and personalised experiences to keep clients feeling motivated, ultimately really improving their physical and mental wellbeing.”

This increased digital adoption is predicted to continue, with enterprises pivoting to provide blended, hybrid offerings that meet the demands of customers seeking physical and digital experiences.

According to Virtuagym data from the past year, usage of fitness applications actually peaked during periods in which facilities were open, increasing threefold in September 2020 compared to pre-pandemic numbers, while usage in March 2021 remained as high as when the pandemic first caused closures.

Results from the global survey further demonstrated a 20 per cent increase in the number of fitness providers now looking to provide personal and virtual training, as well as using digital payments and class bookings.

Wattbike a success in the great outdoors HOLME Pierrepont, a Serco Leisure site in Nottingham that is also home to the National Water Sports Centre, has recently opened up to the public again thanks to lockdown restrictions easing.

Historically, indoor cycling classes were at a very low occupancy at Holme Pierrepont.

However, after installing a new Wattbike studio in 2019, the team saw an 80 per cent increase in their cycling class occupancy, showing a total increase of 150 per cent in indoor cycling occupancy overall.

But, due to lockdown, no classes have been offered for the past year.

However, due to the quick innovative thinking of the staff, and to the great delight of their members, everyone can now safely enjoy a Wattbike group session outside at the adjacent Holme Pierrepont Country Park.

Jack Garner, contract manager at Holme Pierrepont, said: “Since lockdown restrictions eased, members have loved being back, however feedback early on was that they missed our Wattbike classes.

“By moving the studio experience into the grounds of Holme Pierrepont Country Park, utilising the versatility of the Wattbike, we’ve been able to quickly and smoothly set up outdoor

classes for our members, without the need for a power source.”

Members have been thrilled to be able to join an exercise class again, and they have the option to choose from a few different workouts currently being hosted outside.

Jack added: “The outdoor Wattbike sessions are proving as popular as expected with many reaching full capacity, while offering another element to our outdoor offering which also includes HIIT and bootcampstyle classes”.

Tom Crampton, head of commercial at Wattbike, said: “Wattbikes are not limited to the four walls of any facility and the fantastic, creative thinking of the team at Holme Pierrepont is testament to this.

“And although group exercise is now able to be run indoors, we hope that we continue to see the Wattbikes being used for versatile training; in and outdoors.

“Holme Pierrepont were reactive to the wants and needs of the members during a difficult year, evolved their offering and are now reaping the benefits.

“I have been really impressed with how they have adapted to challenging circumstances and hope that their Wattbike classes continue to thrive.”

Myzone partners with Turf Games event MYZONE is returning as official heart rate monitor partner to the Under Armour Turf Games 2021 London Summer Festival, taking place from July 2-4.

The Turf Games is a global functional fitness competition that brings people together through a love of physical activity.

Combining cardio, strength and endurance, teams compete with determination, discipline and strategy at events around the world.

“There’s always an incredible atmosphere at the Turf Games,” said Jonathan Monks, Myzone director of EMEA. “We’re more excited than ever that Myzone is going to have an even bigger presence this year, with multiple screens around the field.

“Whether an everyday athlete or at

elite level, participants will be able to see the stats that matter, making events around the world even more fun and engaging for both the teams and spectators alike.”

The partnership kicks off with the summer event, but Myzone and Turf Games are looking to the future for

how they can continue to raise the bar and offer more for the competitive community.

“Myzone are the global leaders in fitness tracking, with an extensive network of gyms and trainers,” added Andrew Manteit, founder of Turf Games.

“We are looking at building upon the partnership in the coming months, starting with a big activation at the London Summer Festival.

“The gamification, community and tracking elements of Myzone are exciting. There is huge power in all three of these things and we can’t wait to incorporate them in a bigger way across our Summer Festival and beyond.

“We are also excited about the new MZ-Switch product – it is a game changer with its versatility of where it can be worn, plus the new smaller size will be a hit in the fitness community.”

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WORKOUT WEEKLY

Jetts 247 Fitness UK opens Brixton gym and sets new global record for pre-sale JETTS 247 Fitness opened the doors of its Brixton gym for the first time recently, taking its UK network to 10 with strong growth plans for the remainder of 2021.

In what is considered a landmark moment for the brand, Jetts Brixton welcomed its members and set a presale record for the UK with more than 1,300 members joining the gym before it opened, despite the lockdown.

Franchisees David and Kevin Barry, are the UK’s first multi-site operators following the opening of Jetts Colliers Wood in late 2018 and their recent acquisition of Jetts Portsmouth.

Kevin said: “While the lockdowns made the road a little longer to opening, the innovative marketing plan that we receive from the Jetts central team meant we were able to execute a very strong pre-sale and now we are just excited to finally open our doors to our new community of Jetts members who have been patiently waiting to get in the gym.

“The unrivalled turnkey support that we continue to receive from Jetts, and their partner suppliers is outstanding and has helped us open three really successful franchises.

“We have felt really looked after by the team. And the product that we have created together is a demonstration of their commitment to us and to every member of our gym.”

The opening of Jetts Brixton is an important moment for Jetts 247 Fitness in the UK and the brand’s continued

evolution as the site debuts Jetts’ first outdoor functional fitness area, as well as an innovative gym floor design that includes dedicated workout space to maximise the boutique HIIT class, J-SERIES. The J-SERIES is a series of bespoke 30-minute small group HIIT training sessions that provides the ultimate full-body workout for members of every fitness level and has been a key

selling point for Jetts’ most recent club openings as it continues to innovate to meet and exceed member demand.

James Garner, Jetts Fitness UK director, added: “We’re delighted to be able to finally open the doors of our 10th site after a long wait as a result of the Covid19 pandemic.

“I could not be prouder of the efforts of David, Kevin and their Brixton team who really understand and live by our core

values ensuring this record-breaking success.

“It is also testament to the position that we have curated since our launch into the UK fitness market and shows that despite the success of the ‘at-home workouts’ over the past year, the demand is there more than ever for high quality fitness facilities.

“As a brand we will now take the new enhancements pioneered in Brixton and use this success to springboard into the rest of 2021 with a series of new openings and a revitalised franchisee recruitment programme.

“By constantly evolving and embedding the latest technological innovations and fitness trends into our model, Jetts brings a fresh approach to the franchise fitness market, which we believe makes us one of the most exciting and relevant options for those looking to own their own gym and make a profit with real purpose.”

Since launching in the UK in 2017, the business has established a differentiated position with its push towards affordable, boutique gyms.

Matching high-quality facilities with bespoke programming, Jetts is proud of the growing community of loyal and likeminded fitness enthusiasts that continue to join its gyms.

The opening of the Brixton site follows on from the previous record-breaking opening at Jetts Farnborough in early 2020, which preceded the successful opening of Jetts Clapham.

Mine your data effectively with Fisikal dashboards

DIGITALISATION and technological advancements have made the collection of data relatively easy.

Where the challenge lies are in the ability to filter data and present it in a user-friendly format that can be interpreted to drive business success.

Data, in its raw form, is not particularly usable.

Fisikal’s data dashboards unlock the potential in raw data and provide a real time snapshot of business performance, presented in an easy to understand format that can be interpreted in seconds.

Dashboards can be accessed anytime, anywhere via an app or a website, meaning business owners have sight of business performance every minute of the day, even when they are not physically based at the facility.

Here, Rob Lander, Fisikal CEO, explains three main reasons for a fitness facility to collect data.

“Firstly, to gain a deeper understanding of the market.

Collating information on member behaviours and habits enables a facility to better understand how the products and services on offer are being received.

“Accurate interpretation

of this data then enables operational procedures and programming to be swiftly adjusted, driving optimal efficiencies and revenue generation.

“Secondly, to deliver a more personalised experience.

Members today live in a world where services are highly responsive to their needs.

“Collecting data on how a member interacts with fitness products and services can enable similar practices.

“Data can help to ensure members are fed only relevant information, helping to block out the ‘noise’ and creating the impression of a highly tailored service that seamlessly meets their needs.

“And finally, to remove guess work from critical decisions.

Operational and commercial decisions based on evidence rather than gut feel help to mitigate risk and ensure a business continues to deliver products and services relevant to the market it serves. Understanding this early can help to prevent long term drain on resources and also encourage the retargeting of resources.”

For more information on how to integrate Fisikal Data Dashboards into your business visit www.fisikal.com

WORKOUT WEEKLY

Why does your gym need finance?

FOR gyms and fitness studios, having secure finances and looking after the bottom line is your priority, more so now than ever.

This means making sure that your cash flow is strong and your money goes further, to ensure you can carry on trading and making a profit, whilst keeping costs down.

As we all know, this isn’t as easy as it sounds, and unexpected circumstances often dictate what comes in and goes out of your business.

This makes it your priority as a gym owner to balance the books and make smart decisions for your business.

We work with business owners across the leisure industry who want to increase their revenue and memberships, keep costs down and keep members happy, which can be a tough balancing act, however the benefits of financing or leasing, whether it’s a treadmill, squat rack or loan, can all contribute to achieving these aims.

Take a look at some good reasons to use finance for your gym.

Cash is king It’s important to have money in the bank for rainy days, emergencies and unexpected events. Cash is king and this is something to live by.

By using finance for your next piece of equipment, to invest or to improve your fitness studio or gym, you can keep the cash in your bank and keep your cash flow strong.

Regular monthly payments are more

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facilities catering to everyone’s fitness needs and goals, this will allow you to retain existing members and attract new ones.

As you know, this can’t be done standing still, you need to keep equipment up to date and efficient to ensure members feel they have value for money and want to return.

manageable and allow you to maintain a healthy bank balance, ensuring your business is strong in the long term and can operate as you need it to.

This means you can take your business to the next level, without worrying about your bottom line.

By using finance upgrade your gym to have the latest kit and plenty of it, without restrictions. This allows you to improve quality without touching your cash reserves or having to save up, as this could end up costing your gym revenue in the long-term.

Afford quality Financing your new asset or piece of equipment, or taking a loan to secure that piece of kit, gives you the ability to afford the best quality.

Your gym relies on memberships, and this means your members being able to achieve their fitness goals, whatever they may be, by having the high quality equipment, that is up-to-date, whilst also having enough machines for everyone to use.

Increase revenue Using finance to secure new, better quality or more equipment can help to increase the range of products in your gym or increase capacity, and with more on offer, you may be able to charge more per member or increase number of members, which will lead to increased revenue and profit per member.

By utilising different means of finance you can take your gym, fitness or PT studio to the next level, offering great

Decrease costs This also means that you can decrease costs, by having higher quality and more efficient equipment, with lower running and maintenance costs, attracting and retaining members.

Your profit margins will be improved, as costs will decrease as a result of having reliable equipment, and revenue is increased through the increased membership figures driven by the quality of your facilities.

The better your kit, the longer it lasts and the less it costs you in maintenance or replacements in the long run. Overall this will allow you to maintain high quality in the long-term whilst operating at a profit, which we know is the number one rule.

These are just four ways finance can help your business, helping you to make money, save money, spend money sensibly whilst keeping money too.

It gives you unlimited options to grow and improve your business, keep you financially in the black and keep your customers happy.

Call 0161 429 6949 or email info@johnsonreed.co.uk

In partnership with

Friday 26th November 2021, The Athena,Leicester NOMINATIONS WILL REMAIN OPEN THROUGHOUT THE YEAR CLOSING ON AUGUST 31 2021.

WWW.NATIONALFITNESSAWARDS.CO.UK

SPONSORSHIP PACKAGES ARE AVAILABLE Call 01226 734605 or email tb@scriptmedia.co.uk for details

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WORKOUT WEEKLY

ReTrain delivers more than 18,000 new sport and physical activity qualifications ReTrain – the £1.5m CIMSPA initiative to retool the sport and physical activity workforce in the wake of Covid-19 lockdowns – has come to a close with over 18,000 new qualifications funded.

Since launching in August 2020, ReTrain (funded by The National Lottery through Sport England) has supported almost 100 employers with funding for qualifications mapped to CIMSPA professional standards, including many public leisure providers, leisure trusts and small businesses.

The programme used a purposebuilt digital platform to match employers’ training needs with CIMSPA Training Provider Partner offers and to manage the delivery of qualifications, focused on areas with a particular focus on areas of socioeconomic deprivation.

With an initial focus on lifeguard qualifications to allow swimming pools to reopen following the first national lockdown, funding was invested in RLSS UK through August, September and October 2020.

This delivered 15,905 new lifeguard qualifications, supporting 254 organisations providing swimming opportunities to the public.

ReTrain also funded 2,347 individual sport, health and fitness qualifications, all mapped to CIMSPA professional standards and delivered by a group

of 22 CIMSPA Training Provider Partners.

These included qualifications for swimming teachers, pool plant operators, gym instructors, personal trainers, sports coaches, health navigators and entry managers; supporting 100 employers across the country.

One of the employers to benefit from ReTrain funding was Nayna Patel, senior teacher at The Splash Academy, Bolton, who said: “The funding from CIMSPA has transformed our timetable and allowed us to recruit the correct staff to help us grow as a team and increase our provision.

“We are proud to be in a position to give opportunities to people that will benefit from new training, bringing new skills into our sector.”

ReTrain was funded by The National Lottery through Sport England and delivered by CIMSPA in conjunction with partners including Community Leisure UK, ukactive, RLSS UK and Freestyle. A full report can be found here.

Tara Dilllon, CEO of CIMSPA, added: “I’m delighted with the response to ReTrain from employers and training providers across the sector in England.

“Being able to inject this funding directly into the sector at the height of the pandemic was critical in keeping our brilliant workforce skilled in their roles and enabling them to continue providing vital services to the public.”

As part of the one year implementation plan of its Uniting the Movement strategy, Sport England has also confirmed a plan to invest £5m of National Lottery money in ReTrain to Retain - a new programme to provide tools, training and services to enable sector professionals to return to work safely and with confidence, providing opportunities for participation to return to prepandemic levels.

ReTrain to Retain will also be delivered by CIMSPA, with details to follow in the coming weeks.

Phil Horton Electro Muscular Stimulation (EMS) is one such system, and a proven way to gain an edge over competitors.

EMS training uses specially designed suits to generate electrical impulses, which stimulate muscles to contract harder, for longer.

The result is an ultra-efficient 20-minute workout that delivers noticeable results in a fraction of the time it takes to do a normal workout.

Sessions are always one-on-one, maximum one-on-two, so there’s no intimidating gym floor or group exercise studio for people who don’t like the typical gym environment, or remain nervous about Covid safety.

EMS is suited to everyone, whether

they’re new to working out, time restricted, recovering from an injury or wanting to hone athletic performance and one session once a week is all that’s required to see results.

For gym or studio operators, as well as PTs, EMS offers a way to leverage higher fees per session – and shorter sessions mean you can see more clients in less time, making it idea for recouping lost revenues. miha bodytec’s iBody kit requires very little space and the low start-up costs alleviate financial barriers. Lastly,

customer retention rates are incredibly high – more than 85 per cent – meaning the business model can be extremely lucrative.

It’s a smart way to train, a smart way to diversify, and the smart way to bounce back.

To try out EMS for yourself, for free, visit https://calendly.com/mihabodytec-uk/free-ems-trial-session?utm_ medium=editorial&utm_source=workout. weekly&utm_campaign=uk.lp.pts.partners.roi n Phil Horton is the UK country director at miha bodytec.

Diversify and innovate to rebuild

By Phil Horton SINCE the coronavirus pandemic turned everyone’s lives upside down, the fitness industry has been struggling to maintain traction and stay afloat.

But with lockdown easing and the sector at last allowed to welcome back customers, regeneration is finally underway.

While it’s undoubtedly going to be a bumpy road to recovery, it’s heartening to see researchers predicting a boom in post-pandemic fitness and a surge in newly converted fitness enthusiasts.

Figures from the British Heart Foundation show that one in three people believe the pandemic led to their fitness deteriorating and now 64 per cent of people surveyed want to make exercising a priority in the wake of coronavirus – up six per cent compared to last year.

People are more aware of their health than ever before, even those who never before considered taking up exercise are now open to finding a route into fitness, meaning it’s a perfect time to branch out.

But consumers are also savvier than ever, thanks to a proliferation of online and app-based offers during lockdown.

PTs and operators wanting to grab their share of the post-pandemic fitness bounce will need to diversify and innovate to stand out from the crowd.

Investing in scientifically proven training systems can help to differentiate your offer.

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SEPTEMBER

2021 BOOK NOW

£25 single delegate £40 two delegates Lunch & refreshments included Goody bag & attendance certificate

The Trade Fitness Event of the Year for the North of England, brought to you by Magazine The conference will be at the Bolton Whites Hotel on September the 14th and will be a 1 day show starting at 10.00am and closing at 16.30pm THE MORNING speaker panel will be hosted by Dave Wright, Chairman of My Zone and CFM and he will be joined by industry experts,

THE AFTERNOON’S speaker panel will be hosted by Graeme Hinde Managing Director of LFX and the LFX Academy and he will be joined by industry experts

Tea and Coffee will be served upon arrival and exhibition viewing, mid morning break will be served in the main exhibition area. Lunch will be served to all delegates with a further opportunity to enter the exhibition and networking areas. The final Tea and coffee break will be served in the exhibition and networking room with raffles and prize draws taking place on the stands.

In accordance with government guide lines this will be a ticket only event with a limited number of delegates, tickets must be purchased in advance to secure your attendance at the event, tickets can be purchased via the website or by emailing directly to Tony Barry at tb@scriptmedia.co.uk

Register now as numbers for the conference and exhibition are limited at: www.tomorrowsworkout.co.uk