Weekly Workout - October 27 2023

ISSUE 1 May

WEEKLY

Issue 153 - 20 October 2023

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

Operator brings exercise solution to region – page 3 The post-pandemic fitness product –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

WORKOUT WEEKLY

TRUE Fitness GB launches to grow brands within UK commercial fitness sector TRUE Fitness GB has been launched to expand the UK operations of global fitness equipment manufacturer, TRUE Fitness.

The new company has been cofounded by Alan Ellis and Neil Gillespie, bringing together more than 50 years’ combined experience in the fitness and wellbeing sector, to drive the growth of the TRUE and Octane brands within the UK’s commercial fitness market.

TRUE Fitness GB will directly supply all products from TRUE Fitness’ extensive equipment portfolio, as well all products from Octane Fitness, global leaders in the ellipticals market and a division of TRUE following its acquisition of the brand in 2020.

Founded in 1981, TRUE Fitness is now one of the largest fitness equipment manufacturers worldwide.

Backed by a dedication to quality, design, and service, its premium cardio, strength, and flexibility products feature in thousands of commercial fitness facilities around the world, from health clubs and universities to the corporate and hospitality sectors.

The brand is also committed to supporting local communities and

charitable initiatives, partnering with organisations through its TRUE Cares programme.

TRUE also supplies high-performance cardio equipment from Octane Fitness, the global brand that revolutionised the standing elliptical market. Now with an expansive cardio range that includes rowers and bikes, Octane continues to

evolve and uncover new ways to provide exercise options for its thousands of users worldwide.

“Both TRUE and Octane have a major presence in the US and international markets, and there’s huge scope to drive the brands in the UK,” said Alan.

“Having experience both on the supplier and operator side, we know

what matters to customers, and we believe that the TRUE brand has a real point of difference.

“The quality and uniqueness of products, backed by superior service and support, makes TRUE a compelling proposition for many fitness facilities.”

With almost 20 years’ experience in commercial fitness equipment sales, Alan has supplied to global brands as well as worked in senior procurement roles for multi-site operators.

Neil has held a number of senior roles within the corporate fitness and wellbeing sector, with European Corporate Wellbeing Ltd., High Five Health Promotion BV, Nuffield Health, and Westfield Health.

“From our first meeting with the TRUE Fitness team, we immediately bought into their ethos; ‘Integrity Matters’ is more than just a tagline, and we’re completely aligned with their belief in doing things properly,” he added.

“Their support to customers – from equipment selection through to install, training and post-sales service – is exemplary, and we’re really excited by the growth opportunities that the UK market presents.”

Sport For Confidence is national awards winner SPORT For Confidence CIC has been crowned national winner at the prestigious annual NHS England Chief Allied Health Professions Officer Awards, recognising its outstanding contribution to service improvements which benefit population health and wellbeing by tackling health inequalities.

The awards programme, now in its seventh year, promotes the adoption and dissemination of good practice whilst celebrating the dedication, innovation, leadership and success of individuals and teams. The awards are open to all members of the allied health professions (AHP) community and nominations are made by peers or individuals themselves.

Lyndsey Barrett, founder of Sport

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

for Confidence, said: “Gaining this recognition from NHS England reinforces the value in the work our team of community-based occupational therapists deliver every day, using physical activity as the foundation to improve the lives of those who traditionally struggle to access facilities and services.

“Our application was focused on the work we delivered as part of a ground-breaking Prevention and Enablement model that embedded physical activity into a whole system approach to adult health and social care.

“The project was a test and learn Local Delivery Pilot (LDP), delivered by us in partnership with Adult Social Care at Essex County Council,

Active Essex. The project outcomes, independently evaluated by the University of Essex and State of Life, evidenced a £58.72 return in Social Value for every £1 Invested.

“Winning this award not only helps us promote the success of PEM, it also recognises and rewards the dedication and hard work of every coach, occupational therapist, participant, volunteer, supporting partner and leisure centre team member involved in the project delivery. We accept this award on behalf of everyone who played a part in the project.”

Linda Hindle, deputy chief allied health professionals officer in the office of health improvement and disparities, part of the Department of

Health and Social Care, announced Sport For Confidence as the Health Champion Award winner.

The announcement was made at a virtual awards ceremony.

She added: “The reason the Sport For Confidence team were successful as the winners of the category this year is because they had an AHP lead health improvement model.

“They focused at a systems level across health and social care but also incorporated local government and voluntary organisations in their intervention.

“They had a focus on equity of access and experience, plus their data on impact was to a very high standard including return on investment data.”

Operator brings exercise solution to region BeMore Fitsolutions is introducing Innerva’s power-assisted exercise equipment to the Benelux region for the first time.

Industry veterans Joop de Boers and Ruud Morees, who have more than 50 years’ combined experience in the European health and fitness sector, established the company with a clear mission: to provide comprehensive fitness solutions that truly make a difference.

Innerva’s innovative power-assisted exercise solution aligns perfectly with this mission, with research showing the profoundly positive impact of the equipment on the mental and physical health of users.

The power-assisted nature of the equipment gives people who are unable or unwilling to join a traditional fitness club due to their

age or health the opportunity to exercise in a safe, supportive and sociable environment.

Industry colleague Hans Muench first introduced Joop and Ruud to the Innerva concept, which is manufactured in England.

After witnessing the success of the solution in Norway, where there are now over 55 Innerva-equipped Feelgood studios, they were determined to bring the concept to the Benelux region as exclusive Innerva distributors.

“There is nothing like Innerva anywhere in Belgium, Luxembourg and the Netherlands,” said Joop.

“Many older people want to be active to maintain their independence and prevent ill-health, but don’t want to join a gym.

“The Innerva circuit allows them

to come together with others to exercise safely and socialise – it’s the whole package.”

Like the rest of Europe, the Benelux countries have rapidly ageing populations, with the associated problems of loneliness and social isolation, which can lead to a variety of health conditions.

Ruud added: “Innerva is so much more than exercise equipment. Yes, it builds strength, aerobic fitness and improves balance and flexibility, but it also instils confidence in users and encourages social interaction that enhances their overall wellbeing.

These remarkable social benefits help to make Innerva so unique.”

The first Innerva-equipped studio is due to open in Middenbeemster in the Netherlands by the end of the year.

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WORKOUT WEEKLY

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As consumer behaviours change, so the product offered at gyms and fitness studios must also change to keep up with expectations. Dr Paul Bedford reports.

The post-pandemic fitness product AS PART of our ongoing research into, and monitoring of, the health and fitness market around the world, earlier this year we conducted a fascinating piece of research into how consumer behaviours have shifted pre- to post-pandemic – and what this means for the product offered at gyms, clubs and studios.

Before I dive into the implications, let me quickly run through some of the behavioural changes we’ve witnessed.

First, membership lifetime is down, whether you’re a big box operator or a boutique studio.

If that doesn’t apply to you, I’m absolutely delighted. It’s certainly the case for a large proportion of the operators we’ve both spoken to and worked with.

Second, people are working out in more, and more varied, locations. As a result, pay-as-yougo is increasingly favoured over one regular monthly membership for most – but crucially, not all – consumer segments. More on that in a moment.

Third, visit length is up as consumers use clubs not only to work out, but also to work in – their sociable alternative to working at home in a new era of flexible working.

Fourth, as online fitness has exploded – and clubs limit gym floor support and personalised advice – younger generations in particular are looking to influencers rather than clubs for programming and workout advice.

Fifth, many consumers have found they like some of the pandemicenforced measures, such as gym floor workout booking.

Sixth, consumers who joined midpandemic, motivated by improved health and immunity, haven’t stuck around.

So, what does all of this mean in practice?

Focus on family The big one: data shows a significant growth in family membership sales since the pandemic.

That’s great news for operators, as retention data also shows families stay longer than couples, who stay longer than individual members.

In fact, one of our customers sees just four per cent of his family memberships cancel each year, and then it’s because they’re moving house.

for classes but also for gym floor workouts.

Customers tell us that where they’ve implemented this, exercisers are more respectful of the equipment and more likely to tidy up afterwards; they know their name is down against a specific station or gym floor space.

They also tell us it makes it much easier to manage and staff the gym.

Of course, it can be hard to enforce this when members have previously enjoyed open access: one operator told us 50 per cent of members wanted gym floor booking, 50 per cent didn’t.

However, for areas of potential congestion such as the aforementioned strength and conditioning zones, booking could be a good strategy.

This is, however, only the case where clubs offer something for each family member. That doesn’t have to mean activities the whole family does together, but there do have to be activities for every generation.

Get it right and our conversations with parents show that, even if they stop using the club themselves, they don’t cancel their family memberships because their kids have made friends.

Yes, it does place a demand on the business to schedule kids’ programming at times when parents can be a taxi service.

However, home-working reduces that pressure somewhat, as many parents can now work from the club while their children take part in activities. It’s arguably a form of active childcare.

My advice to public sector operators in particular, where many diverse activities already exist but where these are, for the most part, currently sold separately: don’t limit family memberships to the gym.

Bundle everything together and sell all-embracing family memberships that include all sorts of exciting activity options.

Capacity concerns Gym floor flow and bottlenecks are an emerging concern, driven I believe by two key factors that are nothing to

do with total number of members or overall gym capacity.

First, resistance equipment with integrated technology means working in – taking it in turns to do a set – isn’t feasible, because the programme runs for one person and builds in rest periods. A queue builds up.

Second, a number of online influencers are now advocating extended strength training. I’m talking 10 sets rather than the usual three or four, and it’s leading to severe bottlenecks in strength and conditioning areas in particular.

I was at the gym the other day and one group of lads occupied one piece of resistance equipment for the whole hour I was there, each doing 10 sets.

It’s important that clubs regain control here, both through policing the gym floor – I don’t like that term, but it makes it clear what I mean – and through programming, so operators once again become the influencers.

Booking vs bottlenecks Where overall capacity is a concern – and our customer base includes university gyms where this is the case, with 6,000 members joining every September and not all leaving at the end of the academic year – then pandemic measures can prove valuable.

Advance booking is one, not only

Choice of language Our data shows that those who joined a gym during the pandemic had largely left again 10 months later.

Little surprise, you might say.

The clubs kept closing, people didn’t have a chance to form a habit, and what sort of first impression did social distancing in the gym make anyway? And of course, I agree with all of that.

However, I can’t help but also question how compelling health really is as a motivator of sustained activity.

People value health when they’re ill, but not so much when they’re well – unless it’s in the middle of a pandemic.

Health is a goal with no end: a lifelong ambition with markers that can be hard to measurably shift.

Meanwhile, we know people struggle to predict their behaviours beyond six months.

People need smaller, shorter-term milestones. I also believe they need health wrapped up in exercise, movement and quality of life, which means we must take a good look at the language and terminology our sector uses.

Health and wellbeing might be buzzwords right now, while fitness and physical activity could be considered respectively off-putting and vague.

However, I’ll tell it how I see it: ‘health’ on its own isn’t enough to encourage people to use the types of facility we currently have.

Instagram @retentionguru LinkedIn /drpaulbedford

WORKOUT WEEKLY

New venue and start time for conference THERE’S a new venue and start time for this year’s free-to-attend Tomorrow’s Workout conference brought to you by Workout magazine.

The event entitled ‘The Way Forward for Fitness’ will take place at Leicester Racecourse on Friday, November 24 (the same day as the National Fitness Awards).

It will start at 11.30am with lunch and the opportunity to network with key exhibitors who will be showcasing the latest products and services.

Between 1pm and 2.30pm delegates will then hear from an expert panel of speakers who will give you numerous ideas for your fitness.

From 2.30pm delegates will then be able to do some more networking at a VIP finalists drinks reception taking place at the same venue.

Leicester Racecourse is a 10-minute drive from the centre of Leicester so attendees will have plenty of time to then get ready for the National Fitness Awards at the Athena in the evening.

Event organiser Dominic Musgrave said: “We’re delighted to be once again hosting a conference on the day of the National Fitness Awards, and are exciting to be hosting it at such a fantastic venue as Leicester Racecourse.

“Having listened to the feedback from attendees to last year’s event we have decided to start the conference at a slightly later time to give people as much opportunity as possible to make their way to this must-attend event for the fitness sector.

“We’ve lined up a fantastic panel of esteemed speakers, and look forward to

Dean Hodgkin welcoming as many people as possible to this year’s event.”

The conference will be chaired by Dean Hodgkin. After more than 30 years in health and fitness Dean has amassed experience across the industry landscape, from the budget gyms up to premium health clubs and also within the luxury spa sector.

In addition to two books he has written a small mountain of articles for a wide spectrum of publications including national daily newspapers, mainstream monthly magazines and trade journals.

He has acted as a consultant to a number of blue chip brands and has delivered talks and workshops at fitness events in 36 countries leading to him receiving three industry awards.

Joining him on the panel will be David Minton. David is founder of the Leisure Database Company, the auditor of the fitness industry for the past 18 years and provider of industry leading reporting

Matt Gleed on site analysis, latent demand and customer profiling.

Working with public and private sectors helping to promote and grow the industry and improve the health of the nation.

David is also co-founder of AiT a start up company providing API access to timetable data and mentor to other exciting young companies that are disrupting the sector.

Also speaking will be Katie BulmerCooke.

With an industry career spanning 20 years, fitness entrepreneur Katie is a former UK personal trainer of the year and UK fitness professional of the year.

Alongside her work as a personal trainer, Katie has worked with a range of well-known health and fitness brands, consulting on business development, group fitness concept creation and staff training.

Joining Katie will be Matt Gleed. Matt

is a multi award winning Master Trainer and leading fitness professional with 23 years’ experience.

Known from his work leading education content for global companies like TRX Training, Matrix Fitness, Power Plate and Myzone, and his media work on TV and in leading publications like Men’s Health and Women’s Health to Runners World and national newspapers.

Matt also does ambassador work for Premier Global NASM, Vivobarefoot and Fisikal App to help support coaches and personal trainers understand and develop knowledge on relevant products across the industry.

Completing the panel will be Charlie Horton, head of growth at Fitness Marketing Agency.

Charlie is an international speaker who has been with Fitness Marketing Agency since its creation in 2018, working to help grow the business into what it is today.

A hugely successful agency that supports more than 400 clients, from independent gym owners, CrossFit boxes, franchises and corporate gyms to personal trainers.

FMA provides such businesses with marketing tools and resources to aid in lead generation, conversion, sales and ultimately growth.

Charlie specialises in lead generation and client acquisition.

Book your free delegate place at https://tomorrows-workout.co.uk/ delegate-booking/ Exhibitor opportunities are available by calling Bev Green on 01226 734288 or online at https://tomorrows-workout. co.uk/exhibitors/

Advertiser’s announcement

Bicester offers wraparound fitness journey with new health club to compliment performance facilities IN 2020, Bicester Hotel and Spa launched a purpose-built fitness and performance facility to create a standalone, unique offering to attract a new demographic to the site.

This included a Performance Gym equipped by Matrix Fitness, an outdoor 500m grass running track, a custommade 200m swimming lake and an assault course.

Now, to complement its existing premium offering, the team have unveiled a refurbished health club with a modernised aesthetic and the latest resistance and cardiovascular equipment from Matrix Fitness to provide an integrated gym floor, three large studios and over 70-instructor led sessions per week.

On the refurbishment project, Andrew Foreman, health club manager, said: “Our goal is to offer something for everybody. We have so much on offer for our members, from state-of-the-art equipment, fantastic trainers in our group classes and our truly unique range of facilities. We can cater for anyone’s training needs–a full wraparound level of health and fitness.”

Matrix Fitness had a long-standing rapport with the site, having already been chosen as the supplier for its Performance Gym, which was a selfcontained project, with the highest quality required when it came to service, support and products.

The health club includes a full Matrix Fitness connected solution with all

new Performance Cardio with touchscreen technology, Connexus functional training station, Ultra V2 Strength range with Intelligent Training Consoles and two dedicated instructor led and virtual training studios; an indoor cycling room with Matrix Fitness CXP bikes.

Nigel Tapping, head of spa and hospitality at Matrix Fitness UK, added: “Versatile gym designs and a modernised, member-centric fitness offering is playing an increasingly important role within the hospitality sector and the team at Bicester Hotel and Spa have spearheaded a unique approach.

“The modernisation of the health club now perfectly complements the performance-led centre, providing a full,

wraparound fitness journey offering for each and every member, no matter what their goal or what stage of their fitness journey they are at.

“The team has been forward-thinking and innovative, and the result is an impressive, cutting-edge facility.”

The Performance Gym includes the Magnum half and full racks, Magnum plate loaded equipment and bespoke track flooring for ‘strong man’ activities and functional-focused training.

On the second floor, a space has been designed for movement screening, small accessory functional training and oneto-one personal training.

To find out more visit www.bicesterhotelgolfandspa.com or www.matrixfitness.co.uk

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Register now for your FREE PLACE at:

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NOVEMBER

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THE WAY FORWARD FOR FITNESS

Exhibition Stands from £722+VAT

Visit Tomorrow’s Workout 2023 Leciester and find all you need in one place • Key exhibitors with the latest equipment and services • Speaker panel packed with ideas for your business • New products to improve your spend per member

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