ISSUE 1 May
WEEKLY
Issue 31 - 18 December 2020
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Yoga instructor bemoans ‘ridiculous’ guidelines page 3 Online platform unveils key appointments page 4 Tips to keep you motivated with fitness page 5 Connexus - quarter pg - WOM - PR.pdf
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Petition to lift ban on group exercise in tier three gains support GROUP exercise instructors across the country are calling on the Government to lift the ban on indoor group exercise in tier three areas. They argue that not only are freelance instructors’ livelihoods at stake, but the health of the nation is at risk. A petition started by Suzanne O’Hara, a fitness instructor based in Greater Manchester, has now gained more than 17,000 signatures. The petition asks for group exercise classes to continue in tier three, noting that gyms and health clubs are allowed to remain open. She said: “I started the petition because I believe passionately that access to group fitness/studio-based classes is necessary for many peoples mental and physical health. “I believe that we are able to create an environment safer than many other industries which have been allowed to remain open in tier three locations. “Our classes have changed drastically due to Covid-19 and even when open and running at full capacity the virus has meant our classes have to be altered and the service we are delivering is not the same. “Our customers are understanding of this but with no classes at all is difficult for us to continue to motivate these customers to remain invested with us. “Tier three restrictions have meant we have been able to reopen at around 60 per cent capacity, we are lucky that our work with under 18s has been able to continue but our adult classes are vital not only to our income but also to the environment we create within our business. “Without our adult classes resuming we are not the same business we were before. My concern is that many adults’ mental and physical health is deteriorating as a result of not having access to these classes. “For many it was their only opportunity to socialise outside of their home and many are left frustrated that they can go shopping but aren’t able to attend their classes with numerous Covid-secure Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk
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measures in place. “Business owners in our industry are often forgotten and many are self-employed. Our businesses rely on retention of our customer base and the longer we aren’t allowed to offer our services the less likely it is we will retain those customers.” EMD UK, the national governing body for group exercise, has now pledged its support to the campaign which they deem ‘critical to the nation’s health’. Prior to the second national lockdown, group exercise classes were allowed to continue across all tiers. Group exercise instructors across the country were running Covid-19 secure classes, allowing many communities to access the many physical, mental, and social benefits in a safe environment. These classes were able to continue due to guidance and support from EMD UK, who wrote the sector’s Return to Play guidelines. The guidelines define how group exercise classes can be run in a Covid-19 secure manner, including increased social distancing, reduced class numbers, and timetable changes to account for more cleaning and hygiene breaks. Sue Wilkie, head of instructor development for EMD UK, said: “Having proven that group exercise is a Covid-19 secure activity and with increased measures both before and after classes, it is baffling that the Government has decided to revoke indoor group exercise classes in tier three. “Currently, more than 40 per cent of the English population is in a tier three area, which means many of the communities who enjoy group exercise classes cannot attend their classes. “Additionally, thousands of group exercise instructors are now facing their hardest year yet, where some don’t know if they’ll have a business going into 2021 or how they will pay their next set of bills.” With the petition reaching more than the threshold of 10,000, the Government must now respond. 100,000 will trigger a Parliamentary discussion.
Sarah Wilson
Yoga instructor bemoans ‘ridiculous’ guidelines A YOGA instructor who’s been told she can’t reopen has bemoaned ‘ridiculous’ guidelines that have seen gyms allowed to come back into operation. Sarah Wilson said her studio near Barnsley, which has acted as a safe space for clients since well before the pandemic struck, could be forced to close permanently if restrictions persist. More importantly than physical exercise, her yoga and pilates classes have given local people – particularly women – a source of wellbeing and mental health support that’s been vital this year more than ever. Sarah – whose Equanimity Studio is one of the few dedicated venues in the borough – is lobbying the government to reconsider the position, alongside yoga instructors across the country. “Within the very same space I would do classes, if I was to get 10 running machines and space them out in the same way as I do the mats, I would be allowed to operate,” she said. “It’s totally ridiculous. I fully support the reopening of gyms, but people who come to me go running and to the gym, and come here for different reasons. “A lot of people who come to me have formed friendship groups, and go walking together and connect outside classes. I also do children’s yoga, and will sometimes have mother, daughter and grandmother all in at the same time.” Sarah, who has more than 2,000 registered clients and works six days a week, started doing classes specifically for women going through the menopause prior to the latest lockdown.
She also caters to those with multiple sclerosis and Parkinson’s disease. At full capacity her studio accommodates 18 people, but since the first lockdown ended in July she’s put on limited classes of 10 people. Sarah’s also implemented a number of social distancing and hygiene measures, including track-and-trace booking, a one-way system and antibacterial gel on hands and feet. She said: “Many women were on hormone replacement therapy and antidepressants and had come off of those – but many have actually had to go back onto them. “Recently we have been doing Zoom classes, but it’s not the same as being in a room with a community of likeminded people. I have some older clients who hadn’t been out of the house, and the first place they felt confident enough to go to was my studio. “It’s been quite upsetting seeing those people’s changes in mental health over all that time. We are not a problem to health services – we are part of the solution.” Coun Hannah Kitching, a former physiotherapist, said: “I really feel the frustration of Sarah and her clients about the inconsistencies of this new set of regulations, when last time studios like hers were promoted to open. “It seems like an oversight to me. There is no reason these settings can’t open. “We all know lockdown is taking a massive toll on people’s mental health and I really hope this is addressed sooner rather than later.”
EventWell launches new virtual gym EventWell Ltd, the charitable social enterprise, educating and campaigning for better mental health and wellbeing in the events industry, has announce the launch of a new fitness platform. EventWell Fit aims to motivate and support event professionals during this difficult time with a new body, mind and soul virtual gym. Classes will range from 15-60 minutes in length and include exercise and workouts run by top instructors that are also professionals in creative communications, experiential marketing, live and business events, exhibitions, travel and hospitality. Director of Benchmark Collective, Helen Harlow, said “As someone who has worked at a fast pace in the events industry for several years and encountered some seriously situations in my life, I find exercise is my cure. “When you are feeling low or stressed the best remedy for clearing a foggy
brain is exercise. I am so delighted to be an instructor for this amazing online fitness platform from EventWell. I hope my passion for wellbeing can inspire others to start exercising and actually enjoying it at the same time, not seeing it as a chore, but
just feeling the positive mental benefits it brings.” EventWell Fit is open to anyone working in events, hospitality or travel and classes can be booked individually or with a monthly membership.
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Fitness Time signs exclusive $50m agreement with Technogym TECHNOGYM has been awarded a five-year contract to supply its state-ofthe-art equipment and digital solutions to Fitness Time – the largest network of sport and fitness clubs in Saudi Arabia with 138 active clubs and a pipe line of at least 70 new openings in the next five years. With more than 2,600 employees and 138 facilities in Saudi Arabia and UAE, Fitness Time is the most advanced and largest chain in the Middle East. Nerio Alessandri, Technogym founder and CEO, said: “On behalf of the entire Technogym team we are really proud of this partnership with a leading brand like Fitness Time that is not only contributing to elevate the level of innovation in the industry but also shares with us the
social mission of promoting wellness as an opportunity to create a better world based on people’s health. “Business wise, this partnership means a lot to us and will allow to consolidate and further strengthen Technogym leadership in a fast growing area like the Middle East, both in connected smart equipment and digital technologies.” Technogym will be the exclusive Fitness Time supplier for all 138 existing clubs as well as for the new openings across the Kingdom of Saudi Arabia and the United Arab Emirates The cooperation of the two leading brands – that share the same mission: to steer society towards a healthier and wellness lifestyle and encourage people
to move more regularly – will define a new standard for the industry in Saudi Arabia. This partnership will allow Fitness Time to consolidate its leadership both in terms of accessibility and level of innovation and will provide a platform for Technogym to be the leading fitness equipment and digital technology brand in the region. Fitness Time facilities will feature Technogym’s products and digital solutions, such as ARTIS LINE – Technogym’s unique connected smart equipment range dedicated to cardio and strength training that covers all muscle groups and joins ease-of-use and comfort with the highest level of performance and user engagement –
and EXCITE LINE Treadmills, Varios and Bikes. To offer their members the possibility to “train like an athlete”, Fitness Time has chosen SKILL LINE created thanks to Technogym’s long-standing experience as official supplier to the Olympics and to the best athletes in the world. Justin Musgrove CEO of the Leejam Sports Company, owner and operator of Fitness Time Clubs, said: “We are delighted to be partnering with Technogym in what we consider to be the very best in fitness equipment and technology. “Fitness Time sets a new benchmark for quality and value, with its mission to be the best and favourite health club chain in the region.”
Online platform unveils key appointments GLOBAL online streaming platform TV.FIT, who last month unveiled its new TRUCONNECT app, has announced the appointment of two key new hires in pursuit of creating the world’s largest online fitness and wellness community. Focused on providing affordable, flexible fitness, mental health and behavioural change solutions for everyone, Hannah Rowe joins TRUCONNECT by TV.FIT as chief brand officer while Branden Hampton joins as chief marketing officer. Hannah joins off the back of four years at Huawei, the Chinese telecommunications outfit who have quickly climbed to become a top-ten global brand. As global senior digital and brand manager at Huawei, she was responsible for managing Huawei’s digital community, social channels and lifestyle partnerships across large scale brand campaigns. With nearly a decade’s experience Hannah has also managed the multi-million-pound marketing mix at Casio across all watch brands, and will be responsible for evolving the TRUCONNECT by TV.FIT brand message and positioning globally. She said: “I’m delighted to be
Hannah Rowe
Branden Hampton joining the TRUCONNECT by TV.FIT team at a time when the importance of community is so apparent.” Branden joins with more than 12 years of social media and influencer marketing experience, having worked
with top tier direct to consumer brands in the US, and managed more than 500 high-profile celebrity and influencer relationships. With an extensive background in sales and business development,
Branden was previously ranked by Forbes as the most influential person globally on Twitter. He will be responsible for TRUCONNECT by TV.FIT’s global marketing plan having spent more than $50million dollars on influencer marketing through his own agency. Branden added: “I’m very excited to be a part of the TRUCONNECT by TV.FIT team as they continue to reimagine the online fitness landscape.” David Weir, founder and CEO at TRUCONNECT by TV.FIT, concluded: “TRUCONNECT by TV.FIT has for me always been about re-writing the script. “It’s not just supporting the 15 per cent of the population that goes to the gym, but also acting to support the other 85 per cent. “Hannah and Branden’s expertise will be fundamental in helping us grow the world’s largest online fitness community, and it’s a pleasure to welcome them on board.” Two million users globally now have access to TRUCONNECT by TV.FIT through extensive B2B & B2C partnerships, which is expected to rise to five million by the end of March next year. Their user base spans 71 countries.
WORKOUT WEEKLY
Tips to keep you motivated with fitness By Steven Virtue
their fitness goals and these pieces of tech can record data specific to the users’ requirement and activity trends, which is what makes it so appealing to the wider demographic – it makes fitness more personalised and transparent. Marry this up with fitness technology being more and more accessible and this a great staple trend for those wanting to stay motivated in the new year.
AS WE prepare for 2021, Brits are looking for new ways to revive their workout routines with the latest industry trends, classes and techniques. The start of a new year provides the perfect chance to get yourself feeling motivated, set yourself new, achievable goals and identify what you want to get out of your fitness journey. To lend a helping hand here are my predictions for the fitness trends we’re expecting to see in the new year. Remote coaching In the wake of Covid-19 remote coaching is set to be a big trend for the new year. It’s a great way to motivate you to train both at home or in the gym, as it allows you to work one to one with your coach or personal trainer on an online platform. You can receive regular workouts which provide you with fresh fitness content to train to and the remote model allows you to post your results from each session on the platform, so your trainer can review your progress and make recommendations for the next session. Covid-19 restrictions have encouraged more and more gyms and trainers to expand their online presence to encourage more people to be able to train no matter where they are. This trend will help to keep people motivated and allows them to fit fitness around their lifestyle. Members of Total Fitness can access digital content via the members app, to
Steven Virtue keep their training on track at home. Wearable technology Although not a new trend, wearable fitness technology has been an extremely popular, staple trend which is set to continue into 2021. Since its insurgence in 2015, this has been one of the most discussed subjects in fitness and is continuing to develop as the years go on. Fitness tracking devices provide an in-depth look at your physical activity and the smart technology offers recommendations to improve your daily exercise routine. Providers such as Garmin, Polar, Fitbit and Apple watches are all great devices and will help to keep you on track with your fitness goals. Wearable technology has been proven to help keep the wearer on track with
Covid prescribed fitness training For those who have contracted Covid-19 and are looking to continue with their normal fitness routine, it’s important that they reintroduce exercise slowly with a gradual build-up. There is increasingly more being understood about the long and short term ramifications of the virus so it’s vital that those who are recovering do so safely. We know the virus is a respiratory disease and so it’s important not to try and do too much too soon following recovery, especially cardio-based exercises which can take a toll on the lungs. There has been an increase in training providers offering Covid-specific fitness courses in recent months, with the main intent of introducing members back into the training environment whilst closely monitoring cardiac problems and longstanding lung issues. There is still much to learn about the virus and the various ways it can affect your physical self, but it’s likely that this fitness trend will become more important in 2021, as we learn more
about Covid-19. Virtual fitness Virtual fitness training is class based and can be completed online, in gyms on a main screen or on equipment. This type of training is on the rise as it provides a great solution for people who prefer to exercise in the comfort of their own home or on a relaxed schedule in their local health club. The likes of Les Mills classes and Life Fitness on demand, which we offer in our Total Fitness clubs, also helps those who are classed as high-risk in the current pandemic to exercise safely as they have less exposure to others while doing so. Covid-19 has definitely impacted the popularity of this type of training, although more and more operators are leaning to this form of fitness delivery as a solution to timetabling programming – it’s a trend we expect to see more of in 2021. Outdoor fitness training Lockdown has seen a rise in fitness bootcamps in parks and outdoor spaces around the country and is something which looks to continue even whilst gyms are open in the new year. Bootcamps and outdoor fitness, such as running and cycling have been keeping the nation fit and is still very much alive, as it provides people with an opportunity to mix up their fitness routine and get outside in the fresh air when they can’t attend the gym. n Steven Virtue is fitness content and programming manager at Total Fitness.
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Yoga for your business: the importance of flexibility By Camilla Sunner ANOTHER lockdown in England at the start of November forced gyms and leisure centres to close their doors once again. Some gyms resumed their virtual class timetable to keep members engaged and ready to return, and others offered value-add services to give their members something extra. But, with further uncertainty over the restrictions the industry may now have to contend with as part of the new tiering system – one thing remains certain, and that’s the importance of flexibility. With no one knowing what could be right around the corner post-Christmas, and, with January typically being a gym operator’s busiest time of year, it’s important that preparations are put in place now for the sector to have maximum appeal to a potentially hesitant or reduced member audience. Focus on stability when planning payments Talking about payments might not be the part of the process that gyms enjoy, but getting this part of the business stable in challenging times is essential. By channeling the strength of the ‘warrior’, gyms can find a balance between what works best for the business and their members; options such as ensuring self-serve is more accessible to accommodate temporary membership freezes if needed or offering more flexible membership options not only takes the personal circumstances of members into account, but also keeps them engaged and importantly, retained. Online offerings should be considered as a value-add to existing face-to-face
Camilla Sunner fitness services, so members feel like they are getting value for money and aren’t being stretched too far. This is a great way to cater to their changing needs and still give members an option to engage with the gym or leisure centre if the premises are closed or if workout preferences simply change, ensuring they are warmed up and ready to jump back into a ‘normal’ class or workout routine when restrictions are lifted. Getting the balance right with the class timetable Successful yoga practice involves not just core strength, but also other aspects such as a clear mind, a focus on breathing and balanced and controlled movements are just as important. If businesses consider their ‘usual’ class timetable as their core strength, in order to keep members engaged, they should ensure the other components aren’t forgotten either.
A blended fitness model, for example, could combine in-person workouts with selected online services such as workout plans or video chat sessions to give members more options and allow flexibility around their new work from home schedules. When a class timetable is still in place, gyms should consider if the times of classes need to change to accommodate for lunchtime workouts or sessions earlier in the evening with the daily commute removed. For those moving swiftly and juggling busy schedules, gyms could offer workouts on-demand to enable members to workout at alternative times of the day. Furthermore, although the winter months bring unpredictable weather, gyms and leisure centres can still remain flexible by using outdoors spaces where possible, bringing the added benefits of fresh air and fewer distractions.
rehabilitation and mindfulness could also be considered. The use of personal trainers is also extremely important here, with virtual sessions used as a way to keep members in control of their fitness goals. Using technology to ensure members are sticking to workout plans, including variety in their workout routine and staying focused is another key way to keep members engaged and ready to return to the gym when the doors reopen. Connection between mind and body is essential in yoga, and for gyms and leisure centres, connection between members is just as vital. Introducing groups chats on apps or adding in gamification to encourage healthy competition and increase motivation will also create a sense of community that will strengthen member retention and ensure it is standing tall when the restrictions are lifted.
Strengthening value for members For some members, sticking with the routine of the Sun Salutation might be all they need, but for others, branching out into a weighted yoga practice or more complicated flows might be expected. Gyms and leisure centres should consider what other formats they could use to provide added value; this could include setting up a podcast to give members advice or access to exclusive content/interviews, wellness or nutrition sessions, which is especially important during periods of lockdown and shorter days when people’s mental health may be impacted. Cooking classes, guided meditation and relaxation sessions or workouts based on specific objectives such as weight loss, toning, strengthening,
Namaste As with all yoga practices, each Yogi will have different strengths and weaknesses and will have their own limits and preferences. Gyms and leisure centres are the same; some will have members that were quick to adopt virtual classes, others may prefer to continue with personal training sessions. Becoming truly flexible involves listening to the needs and expectations of members and using technology to meet these. In a time of so much change, it’s essential to stay strong, balanced and flexible, treating each area of the business as a part of the yoga practice. Namaste. n Camilla Sunner is the chief commercial officer, UK & Europe, at TSG.
Good debt v bad debt – everything you need to know WE know what you must be thinking: “Good debt, bad debt, surely all debt is the same, and I don’t want to be in debt!” Which is a fair point, but we hear this all the time, and it is crucial to understand and distinguish between the different types of debt, why some can be beneficial to your business and its operations, and why some can be harmful to your long term finances, cash flow and objectives. Firstly, it is inevitable that your business will take on debt, and this isn’t a bad thing, provided the debt is used in a positive way to improve and invest in your business.
Good debt Good debt is simple, any type of finance that invests in the future of your business, helps to increase revenue, decrease costs or both can be considered good debt. It is helping you to make money, protect the cash you have and keep trading or expanding without being a burden on your cash flow. For example, if you invest in asset finance for a new piece of kit that can help you produce a better product or service, which increases sales, and will continue to do so, then this can absolutely be considered a positive debt. A chip shop needs frying ranges, a gym
it is only going to put pressure on the business. Loans to pay debt or bills can be classed as bad debt as it has no positive contribution to the revenue and paying back such debts will put a strain on cash flow. It is important to question the contribution and reason behind taking finance, and how it can impact your business.
needs weights and machines and offices need IT systems, without all of this, your business wouldn’t be able to function and therefore customers wouldn’t continue to buy from you. So by using finance, leasing or a loan to invest in your business, buy some kit or bring a process in-house to reduce costs, you are creating a good debt. Examples of good debt include: n Equipment finance n Asset finance n Asset re-finance n Business loans
n Equipment leasing However, it is important that this finance is used to either increase revenue or decrease costs, as opposed to papering over cracks, which leads us on to bad debt. Bad debt In comparison, bad debt is traditionally short-term, papers over cracks and offers no sustainability for your company. It puts pressure on bottom line figures, which is where debt can build up. If debt is secured with the aim of paying existing bills, overheads, wages, etc. then
Criteria for debt We have established some clear criteria for debt, and how you can establish whether it is good or bad. n Does it make your business money? n Will the debt make more money than it costs to borrow? n Does it help retain cash or decrease costs? n Is it a long-term solution? Buying kit, equipment or assets that bring in customers, sales and increase revenue or decrease production costs or renting costs tick these boxes and can therefore be considered good debt. So if you’re in two minds about taking a loan, finance or leasing, then consider whether it is the smart choice, and if it is, then go for it, and improve your business.
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