Weekly Workout - 10 November 2023

ISSUE 1 May

WEEKLY

Issue 154 - 10 November 2023

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

React Fitness introduces Booty Builder Zone to the UK market – page 3 Project team for £10million Citadel Leisure Centre revamp unveiled – page 4

2023

CONGRATULATI ONS TO ALL THE FI NALI STS SEE YOU I N LEI CESTER ON NOVEMBER 24 TO BOOK YOUR TI CKETS PLEASE VI SI T: WWW. SCRI PTEVENTS. CO. UK/NFATI CKETS OR SCAN HERE THANK YOU TO ALL THE SPONSORS

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React Fitness introduces Booty Builder Zone to the UK market REACT Fitness, a distributor of the world’s leading fitness brands, is proud to announce the launch of the Booty Builder Zone in the UK. Set to revolutionise lower body training, the innovative fitness solution provides gym operators and their members with an innovative and efficient way to achieve the sculpted,strong and toned glutes, hamstrings, quads and lower back they desire.

Booty Builder, the world’s favourite and original hip-thrust machine, introduces five NEW machines to create the ultimate in lower body training – the Booty Builder® Zone.

The original and patented design of the Booty Builder® Platinum V4 and Booty Builder® V8 which are used in thousands of gyms in 180+ countries has been complemented by a new generation of Booty Builder products.

The Booty Builder Zone features five new state-of-the-art pieces of fitness equipment designed to target and strengthen the glute muscles as well as all other muscles in the legs and lower back.

Crafted with precision and engineered to deliver optimal performance, the new additions offer a range of functionalities that cater to various fitness levels and

goals.

The five new Booty Builder machines are: n Booty Builder Standing Hip Thrust n Booty Builder Selectorised Back Extension

n Booty Builder Belt Squat n Booty Builder V Squat n Booty Builder Standing Abductor The five additions means that gyms can now choose how they create their very own Booty Builder Zone, offering their

members a versatile range of exercises from squats and hip thrusts to back extensions and more.

Tracy Morrell, director of React Fitness, said: “We’ve been selling Booty Builder in the UK for nearly four years now and the demand and popularity is incredible.

“The machines are incredibly versatile and appeal to a wide demographic of exerciser. This extended range and the creation of a Booty Builder Zone is an incredible solution for gyms of all types from big-box operators to small, boutique and independents.

“The feedback we’ve received from our customers is always hugely positive.

We look forward to seeing more Booty Builder Zones appear across the UK.” Each piece in the The Booty Builder Zone has been manufactured with high-quality materials and precision engineering, ensuring durability and longevity even under intense workout routines.

The equipment’s thoughtful design also provides comfort during workouts, with adjustable pads and a user-friendly layout that ensures proper alignment and posture.

Thanks to its compact design, the Booty Builder Zone is suitable for gyms of any size as it optimises space while providing maximum workout potential.

Gladstone appoints Endurance Zone to revolutionise engagement GLADSTONE Ltd, a leading leisure management solution provider for gyms, universities, and health clubs, has announced a strategic partnership with Endurance Zone, a global provider of reward and engagement solutions built for the sports, fitness, and health sector.

This innovative collaboration aims to enhance member engagement and loyalty by introducing an exciting new rewards feature within Gladstone’s software platform.

CEO of Gladstone Ltd, Claire Rollins, said: “Our commitment to innovation and member satisfaction has led us to this collaboration, and

Director of Operations: Dominic Musgrave Tel: 01226 734407 dm@scriptmediagroup.co.uk Studio manager: Paul Hopkinson ph@scriptmediagroup.co.uk Assistant studio manager: Scott Firth sf@scriptmediagroup.co.uk

www.workoutuk.co.uk

we believe it will create a new level of member engagement and satisfaction within the leisure industry.

“We look forward to the positive impact this will have on our operators and their valued members as we strive to provide them with even more compelling experiences.”

With a vast network of more than 500 health and leisure operators serving more than eight million users, Gladstone Ltd plays a pivotal role in the success of the UK’s leisure industry.

This new feature, powered by Endurance Zone, is set to transform how operators reward their members

with a plethora of sports, fitness, and health-related offers.

The primary objective of this partnership is to drive member engagement and retention, ultimately benefiting both Gladstone’s operators and their members.

The forthcoming rollout of this feature, planned in the coming months, will offer members the opportunity to save on a diverse range of brands and products, including fitness gear, nutrition items, and a wide array of other rewards that reduce costs associated with a healthy lifestyle.

David Birch, CEO of Endurance

Zone, added: “This marks the culmination of two forward-thinking organisations joining forces to create something of immense value.

“Our mission has always revolved around rewarding individuals for their active lifestyles, and now, through integration into Gladstone’s software, we can extend this to millions more people.”

This three-year partnership will enable Gladstone’s operators to leverage Endurance Zone’s rewards and technology to enrich the member experience, further solidifying their positions as leaders in the UK leisure industry.

Annual ukactive Awards winners revealed THE top operators, suppliers and facilities from across the physical activity sector have been celebrated, as the winners of the prestigious ukactive Awards 2023 were announced at the Royal Armouries in Leeds.

The Awards, sponsored by STA, saw Professor Greg Whyte OBE and fitness author and PT Laura Hoggins host the evening and announce the winners.

Places Leisure was the big winner on the night, taking home both the Outstanding Organisation of the Year Award and the Equality, Diversity & Inclusion Award for its Big Sister project.

Judges praised the project’s ability to recognise the key transitional moments for girls in their teenage years that offered them the chance to realise the benefits of physical activity on their own terms.

Tom Goodhand, operations director

at Places Leisure, also took home the Outstanding Leadership Award, adding to the organisation’s success.

The prestigious National Club/Centre of the Year Award went to Ballyearl Arts and Leisure Centre – Antrim and Newtownabbey Borough Council.

Les Mills UK scooped the Supplier of the Year Award for helping clubs reach Gen Z audiences and younger members, with Study Active receiving the Education Provider of the Year Award for its user led programming, recognised by the judges for successfully supporting the sector to retain and upskill staff.

In the individual categories, Elaine Hutton from Bangor Aurora Aquatics & Leisure Complex received the Physical Activity Hero Award and Jamie Groves, managing director of Denbighshire Leisure Ltd, won the Jan Spaticchia Special Recognition Award in

acknowledgement for his exceptional service to the industry.

The New Build or Design of the Year Award went to Greenwich Leisure Limited (GLL) for the second year in a row, this time for its Sands Centre site in Carlisle. Judges commended the site’s exceptional ability to maximise every inch of space, all while creating a multifaceted hub that caters to the diverse needs of the community it serves.

GM Active was awarded with the top prize for Innovation for its Prehab4Cancer programme, which judges applauded for being both important and revolutionary in delivering prehabilitation and recovery programmes for those managing a cancer diagnosis. The programme also featured in the main kick-off event for this year’s National Fitness Day.

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Former Australian cricketer targets 11 new UK fitness studios by March STRONG Pilates – the innovative Pilatesinspired, cardio-infused fitness franchise born out of Australia – has announced network sales of £10.8million as Londonbased UK managing director and former Australian cricketer John Hastings targets 11 new UK fitness studios by March.

The long-term ambition is to bring more than 100 studios to the UK. The news comes as STRONG Pilates opens its second UK studio in Leicester, with plans for Fulham, Putney, Wimbledon, Market Harborough, Exeter, Brighton, Dublin, Belfast, West Bridgford and Mayfair to follow, and in excess of 20 locations reserved as Hastings expects to see STRONG Pilates UK replicate impressive YoY growth of 350 per cent seen for the franchise in its native Australia.

Founded as recently as 2019, STRONG Pilates has already garnered over 8,000 members globally including some 200+ at its recently opened UK-first Islington studio, but with over 12 million people practising Pilates in the UK, and with HIIT training also experiencing a boom, Hastings recognises STRONG Pilates’ huge UK growth potential.

John, who was one of the first to own a STRONG Pilates franchise in Australia,

John Hastings said: “The concept is the first-of-itskind, and uses a patented ‘Rowformer’ machine – part Pilates reformer, part rowing machine, to provide a full-body workout that combines high-intensity with low-impact, controlled strength training – which the UK market has been crying out for.

“It’s incredibly exciting to be opening our second UK studio in Leicester, and I’ve always been a big advocate for

reformer, particularly while I was playing international cricket.

“You see the toll it takes with Ben Stokes a perfect example of that, and I personally, always turned to Pilates as both an injury prevention and recovery tool.”

While STRONG Pilates now has in excess of 50 studios open across Australasia, also having recently introduced a ‘ride’, bike element across studios, the concept was founded by Australian duo Michael Ramsey and Mark Armstrong, previously successful F45 franchise owners, who acknowledged a different fitness method driving the evolution of the fitness sector.

Michael said: “The industry has shifted away from eight-week challenges, dropping 10 per cent body fat and before and after photos. Our users are telling us it’s all about the holistic health piece.

“That’s what STRONG Pilates offers – it’s cardio, flexibility, mobility, strength, HIIT training, injury prevention, mental fitness and more.

“As a full body workout, you save on needing multiple memberships and our members see incredible results.”

With first-hand experience as a STRONG Pilates franchisee in Australia,

now with the UK Master Franchise License enabling him to roll the concept out rapidly across the UK, John is keen to point out the opportunity for franchisees too.

He added: “Some studios are achieving in excess of £500,000 in revenue annually in Australia, and if anything, the biggest challenge for us here in the UK has been finding suitable studio locations given the unique specifications required.

“We pride ourselves, however, on the level of support we provide franchisees with from start to finish, both onboarding and through their journeys, with more than £250,000 having been invested into programming.

“That translates into what we think is unrivalled support as compared to other franchisors on the market – from finding locations, to fit outs, technology, our STRONG Academy for instructors and more.”

It is expected that STRONG Pilates will create some 1,200+ jobs in the UK in-line with its 100-studio+ UK ambition, as the franchise goes from strength to strength globally – beyond Australasia and the UK, the brand has already committed to 70 locations in Canada, and a further 11 across Singapore.

Project team for £10million Citadel Leisure Centre revamp unveiled SOUTH Ayrshire Council has appointed the project team to deliver the £10million redevelopment of Citadel Leisure Centre at Ayr Harbour.

Leisure development specialist Alliance Leisure is leading the project to revitalise the centre, which is used by some 300,000 people a year.

Jonny Curley, senior business development manager at Alliance Leisure, said: “The redevelopment will provide new and improved facilities that will benefit the community and attract new audiences to ensure Citadel Leisure Centre continues to thrive in the future.”

Working alongside Alliance Leisure is architect and principal designer Holmes Miller and principal contractor Robertson Construction Central West.

The rest of the design and build team comprises Axiom Project Services as project managers and quantity surveyors, WPS as mechanical and

electrical engineers and structural engineers Struer.

The project has been secured through the UK Leisure Framework, which is

owned by Denbighshire Leisure Ltd and has long proved a successful vehicle for delivering leisure transformations across the UK.

The comprehensive refurbishment will address necessary repair work and will also see the introduction of exciting new facilities to enhance the user experience and create an inviting play, sports and recreation destination for both residents and visitors.

Councillor Brian Connolly, sport and leisure portfolio holder for South Ayrshire Council, added: “These are exciting times for the Citadel Leisure Centre. I am delighted that a project team has been appointed and we can proceed with plans to revitalise this popular facility.

“Alliance Leisure has been injecting life into leisure facilities for 25 years and I am confident they can transform the Citadel to ensure it continues to boost the health and wellbeing of locals and visitors for many years to come.”

Final designs of the new-look centre are due to be released in early 2024.

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Advertiser’s announcement

Digital versus traditional marketing for gyms – striking the perfect balance

By Dean Godfrey IN THE competitive fitness industry, marketing plays a pivotal role in attracting and retaining gym members.

Today, gym owners face a conundrum: should they stick with traditional marketing methods or embrace the digital age?

The answer isn’t black and white.

Both digital and traditional marketing strategies have their merits and drawbacks.

To achieve optimal results for your gym, a balanced approach that combines the strengths of both is often the key to success.

Understanding the two approaches Traditional marketing Traditional marketing encompasses offline strategies that have been around for decades.

Some common forms include: 1. Print media: This includes flyers, posters, and brochures distributed at local businesses or mailed to potential customers.

2. Television and radio ads: Gyms can use commercials on local TV or radio stations to reach a broad audience.

3. Billboards: Outdoor advertising in high-traffic areas can effectively increase gym visibility.

4. Direct mail: Mailing physical newsletters, postcards, or coupons to local residents.

5 Event sponsorships: Partnering with local events to increase brand visibility.

Digital marketing Digital marketing leverages online platforms and channels to promote your gym.

Key digital marketing strategies include: 1. Website and SEO: A well-designed website with strong search engine optimisation helps potential members find your gym online.

challenging to target a broader audience beyond the local community.

2. Higher costs: Printing and distributing materials, along with running TV or radio ads, can be costly compared to digital options.

3. Difficult to measure: Tracking the success of traditional marketing campaigns can be challenging, making it difficult to adjust strategies in real-time.

Dean Godfrey 2. Social media marketing: Platforms like Facebook, Instagram, and Twitter enable gym owners to engage with the community and run targeted ads.

3. Email marketing: Building a subscriber list and sending regular newsletters can help maintain member engagement.

4. Content marketing: Creating valuable, fitness-related content through blogs, videos, and podcasts can attract and retain members.

5. Paid advertising: Using online advertising platforms such as Google Ads and Facebook Ads to reach a broader audience.

The positives and negatives of each approach Traditional marketing Positives: 1. Local presence: Traditional marketing methods can be highly effective for local visibility and connecting with the immediate community.

2. Tangibility: Physical materials like flyers and billboards are tangible, which can leave a lasting impression on potential members.

3. Targeted demographics: Certain traditional methods, like sponsoring local events, allow for targeted marketing to specific demographics.

Negatives: 1. Limited reach: Traditional marketing has a limited reach, making it

Digital marketing Positives: 1. Global reach: Digital marketing opens up opportunities to reach a global audience, expanding your gym’s potential member base.

2. Cost-effective: Many digital marketing strategies are more cost-effective than traditional methods, making them ideal for gyms with limited budgets.

3. Data-driven insights: Digital marketing allows for precise tracking and measurement of campaigns, providing valuable insights into what works and what doesn’t.

Negatives: 1. Saturation: With the increasing prevalence of digital marketing, the online space can be saturated, making it challenging to stand out.

2. Learning curve: Effectively managing digital marketing campaigns requires a learning curve, and mistakes can be costly.

3. Privacy concerns: Increasing concerns about data privacy may limit the effectiveness of some digital advertising methods.

The best marketing strategy for your gym doesn’t require choosing between digital and traditional methods but leveraging the strengths of both.

Here’s how to synchronise these approaches for optimal results: 1. Create an engaging website: Start by building a user-friendly website optimized for local SEO. This acts as your gym’s online hub, providing information

about your services, classes, and trainers.

Include sign-up options and calls to action to convert website visitors into members.

2. Leverage social media: Use platforms like Facebook and Instagram to create a strong online presence. Share engaging content, promote special offers, and encourage members to leave reviews.

Running targeted ads on these platforms can help you reach potential members in your area.

3. Email marketing: Combine your online and offline efforts by collecting email addresses through your website and during in-person interactions.

Send regular newsletters that include promotions, fitness tips, and member success stories.

4. Content marketing: Create valuable content that showcases your gym’s expertise. Blog posts about fitness trends, workout routines, and healthy living can help establish your gym as a go-to resource for fitness enthusiasts.

5. Track and analyse: Implement digital tools to track the performance of both your online and offline marketing efforts.

Analyse the data to understand which methods are most effective and adjust your strategy accordingly.

6. Consistent branding: Ensure that your gym’s branding remains consistent across all marketing channels, both digital and traditional. This builds a cohesive image that is easily recognisable.

By synchronising these strategies you can achieve a comprehensive approach that maximises your gym’s visibility and appeal.

Whether it’s through the online space or traditional methods, the key is to adapt to your gym’s unique needs and continually refine your strategy to achieve the best results for your fitness business. n Dean Godfrey is the chief operations officer at Creative Fitness Marketing. https://uk.cfm.net

Escape Fitness partners with Hyperice to meet recovery needs HYPERICE, the global leader in highperformance wellness technology, has announced a strategic partnership with Escape Fitness.

This collaboration brings together two industry giants to reshape the wellness landscape in the UK and the USA, with plans to expand into the European market.

This partnership creates dedicated wellness areas within fitness facilities, complete with specialised equipment known for its quality and innovation.

These areas will be equipped with Hyperice’s cutting-edge technology, such as the Hypervolt 2 Pro percussion massage device, to enhance the recovery process and boost mobility, preparing individuals for peak performance.

One of the ground-breaking innovations to emerge from this partnership is the introduction of dedicated ‘pods’ or ‘stations’ and merchandised racks, designed and manufactured by Escape Fitness.

Despite the relatively small footprint

which makes the wellness station a viable addition to almost any training space, the solution enables individuals to experience the very

latest in wellness technology, setting a new industry standard.

A highlight of this partnership is the introduction of a full active recovery, warm-up and mobility pack, which includes Escape’s revolutionary MARS screen, a versatile MultiActivity Resource Station that integrates education and coaching via digital content.

This provides virtual, one to one, coaching, 24 hours a day, empowering athletes of all abilities to use the equipment and technology safely and effectively.

Another key benefit is the fact that the Hypervolt 2 Pro percussion device is tethered, via a flexible cable, to provide constant charging and theft prevention, ensuring the technology is always available for use.

“This is the start of an exciting partnership with Escape Fitness as we reshape wellness offerings within the fitness space,” said Jim Huether, CEO of Hyperice.

“Our dedicated recovery areas, ‘pods’ and merchandised offerings are raising the bar for accessible warm up and recovery technology and education.

“Together, we’re committed to helping people lead healthier, more active lives.”

Matthew Januszek, CEO of Escape Fitness, added: “For several years I have been discussing the growing interest in recovery on our podcast with some of the industry’s leading innovators and have been searching for the right opportunity to shift the dial from a traditional fitness offer, to a more holistic, wellness experience.

“This collaboration with Hyperice enables us to deliver self-contained, dedicated wellness pods which marry our MARS digital touchscreens and fitness equipment with the world’s leading recovery brand to bring a unique product solution to market.”

The global wellness market is predicted to reach a value of $7trillion by 2025.

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