ISSUE 1 May
WEEKLY
Issue 87 - 25 February 2022
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Operator completes Whitefield club refurb to help improve experience PAGE 3
Outdoor Fitness Concepts partners with Munroe K for first of its kind outdoor training park PAGE 6
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WORKOUT WEEKLY
Operator completes Whitefield club refurb to help improve experience HEALTH club chain Total Fitness has completed a full state of the art refurbishment of its Whitefield club. The £190,000 makeover has created a new cardio focused area as well as an improved gym floor and weights area. Kim Turner, general manager for Total Fitness Whitefield, said: “Our club has always been somewhere that members can focus on improving their health and reaching fitness goals, and now, through the improvements we’ve made, our members have an even better opportunity to do this.” The work is part of an ongoing focus from Total Fitness to offer its members
Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia.co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk Studio manager: Paul Hopkinson ph@scriptmedia.co.uk Assistant studio manager: Scott Firth sf@scriptmedia.co.uk Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia.co.uk
www.workout-uk.co.uk
the best fitness and health experience. Replacing gym equipment has created a dedicated functional zone, as well as giving members more space to work out and focus on their fitness goals. The investment made has transformed one of the original class studios into a cardio hub that includes 70 pieces of equipment, TVs, new flooring, and functional lighting. The cardio area is now situated away from the main gym floor, allowing members to focus on reaching their cardio goals in a new designated area. In addition to the new cardio area, the main gym floor has undergone a full
refurbishment which includes a new rubber floor for the free weights area, alongside new free weights benches. Targeted equipment is now available for members including a glute bridge bench, new sled track, dumbbell sets and four new power racks. The lower gym floor, which previously housed a small family gym and cardio equipment, is now home to a multifunctional gym space. The new functional rig and kit includes kettlebells, slam balls, weight racks, sand bags and jump platforms. Throughout the Whitefield club, the interior has had a refresh making it a
clean, enticing space for members to work out and improve their fitness. Paul McNicholas, operations manager at Total Fitness, added: “We are passionate about providing our members with the best facilities and equipment we can, so it’s fantastic that we have been able to completely refurbish the Whitefield club and improve our offering to its members. “We want to ensure the club creates usable and effective fitness spaces for every member, and redesigning the layout, replacing the equipment and refreshing the overall look of the club has enabled us to do this.”
Promotion and new starter at firm ALLIANCE Leisure has promoted Tom Fairey into the new position of development director. The move coincides with the extension of the development team and the welcoming of Chris Ames as delivery manager. Tom joined Alliance Leisure in 2011 as business development manager and has spent the last decade transforming communities through the delivery of inspirational activity focused development projects, mainly in the South East. In his new role, Tom will continue to oversee a portfolio of development projects whilst also making a valuable contribution to the future planning and strategic direction of the company via a seat on the Development Board. Tom said: “Over the last 10 years I have learnt so much and I am keen to apply my expertise to help shape the future direction of the company. “Despite the financial challenges facing local authorities, Alliance Leisure has a health pipeline of committed large-scale development projects. “Working in partnership with local authorities and via our continued role as lead development partner on the UK Leisure Framework, owned by Denbighshire Leisure, we remain committed to our ambition to create active environments that support healthy, happy and prosperous
Tom Fairey communities.” In addition, Alliance has welcomed Chris Ames as delivery manager. Chris joins the company from a background in facility management and will sit in Tom’s team, looking on delivering development projects in the South East. Chris brings with him a wealth of experience across the public and private sectors. Building on 10 years first-hand experience of leisure and hospitality
management, Chris moved on to leisure contract management, procurement and facility development. Most recently, Chris worked as director of business development for SLT Group, focused on business growth, service development and private facility and business acquisitions. Chris added: “Working in public sector facility management and business development for so many years, I crossed paths with Alliance Leisure on many occasions and the professionalism, dedication and expertise of the team has always stood out to me. “Being part of that team now, I look forward to helping other Local Authorities and Trusts shape their own leisure facilities through the experience and specialisation that Alliance brings.” Alliance Leisure CEO Sarah Watts concluded: “As the company continues to increase its presence as the UK’s leading leisure development specialist, it is fantastic to be able to reward existing and welcome new expertise. “Tom has played a vital role in the company’s growth and success over the last ten years so it is only fitting that we recognise this outstanding contribution through extending his influence in our strategic decisions. “Introducing Chris to the team brings a new depth to our expertise which I am sure will be instrumental in the onward success of the business.”
Unlock the power of effective marketing for your fitness business Gyms, pools, studios and leisure centres are having to deal with a major loss in both revenue and footfall caused by the pandemic, leaving many operators on the brink of survival. Whether you are from a small independent gym or a large operator with numerous sites, all businesses in the fitness industry have the same objective and are facing the same challenges. The best possible marketing campaign to make your business the most attractive to potential new members has never been more important, and this is where we can help. At Script we know fitness, backed up by more than 20 years of serving the industry through Workout magazine, as well as the highly successful National Fitness Awards that are now in their 12th year. With our knowledge and expertise of the industry, Script Fitness Marketing from Script is with you every step of the way and we can tailor a marketing package to save you time and to suit your needs and budget.
With our knowledge and expertise of the industry, Script Fitness Marketing is with you every step of the way and we can tailor a marketing package to save you time and to suit your needs and budget. Powerful Print
Perfect PR
Bold Branding
Professional printed matierials for your gym such as;
Our team of experienced journalists and PR specialists can offer;
Show your professionalism and a consistent brand image with;
• Brochures • Indoor and outdoor banners • Flyers / leaflets • Posters • Letterheaded paper and compliment slips • Business cards
• Press release writing
• Logo design • Full brand guideline development • Existing brand refresh • Branded merchandise such as pens, mugs, clothinge etc. • Social media graphics and content
• Social media post content writing • Copywriting • Blog / newsletter content writing
So what are you waiting for? It is vital that your fitness business stands out from the crowd to attract new members and staff. Who better to help you do this than the team behind the country’s most successful B2B magazine for the industry. We’ll take away the hassle and provide professional marketing which will deliver results for your business. Based in Yorkshire, we have an award-winning team that prides itself on producing a range of top-quality work at competitive prices. To find out how we can help your business, contact Dominic Musgrave today by calling 01226 734407 or email dm@scriptmedia.co.uk
WORKOUT WEEKLY
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Outdoor Fitness Concepts partners with Munroe K for first of its kind outdoor training park OUTDOOR Fitness Concepts has partnered with Munroe K, owners and operators of the White Rose Park in Leeds, which incorporates a mix of office, commercial and educational assets. The partnership will see Outdoor Fitness Concepts deliver its turn-key outdoor Training Parks® solution to the park’s 28-acre estate, the first of its kind for a UK commercial office campus. The Training Park will form part of the ongoing commitment made by Munroe K to consistently design an environment where the 5,000 plus on-site employees can thrive, and which contributes to the
long-term improvement of their health and well-being. Jonathan Shires, White Rose Park general manager, said “We are really pleased to be partnering with OFC to create our outdoor training facility. The team has taken the time to understand our needs and have designed a space which we can’t wait to deliver to everyone in the spring. “The Training Park follows our partnership with hero Wellbeing in 2021. We believe the combination of the White Rose Park Navigator wellness app and the new Training Park offers everyone at
White Rose Park the opportunity to lead a healthier lifestyle. “We spent a long time searching for the right mix of equipment in order to make the area truly accessible to all on site and we’re confident there’s something for everyone in the designs Steve and the team has created for us.” The new Training Park will feature commercial outdoor fixed variable load strength machines, fixed calisthenics and functional equipment. A converted 20ft shipping container with roller shutter door will provide wheelchair users access via a ramp to a
Hoist multi-use functional trainer. A Cybex Sparc and Hoist Lemond Elite bike will complete the line up and provide a cardio capability, the addition of a 145 square metre canopy with lighting, will fully convert the space to an all year, all weather, 24-7 training space. Steve Perrins, founder and CEO of Outdoor Fitness Concepts, added: “It’s been a real pleasure working with Jonathan and the team at White Rose Park to help them realise their vision of a year round outdoor training facility and we are very much looking forward to delivering the project.”
EMS Personal Training: increase revenue by targeting beyond the gym floor INDUSTRY reports show that when gyms reopened, fitness enthusiasts flocked back to their local gyms. While this is encouraging news, the one thing these reports often miss is that large numbers of people are still looking for suitable workout options to meet their specific needs. Despite the myriad of digital options available, older groups or those recovering from childbirth or injury often struggle to find fitness options or personal trainers who can develop safe, effective workouts for their needs. The interest is there, but the options are limited. Electrical Muscle Stimulation (EMS) training is perfect for these sorts of clients. Used for decades by sports scientists and experts for rehabilitation, this form of training it is also perfect for postnatal and injury recovery. EMS devices offer the same benefits as a high intensity workout, but without the impact or stress on the joints. Using electrical impulses, an EMS device does this by mimicking the natural signal sent by the brain to the muscles, but more powerfully. One 20-minute session, once per week can activate up to 98 per cent of muscle fibres, compared to just 60 per cent in conventional training
methods. For those older groups who may be new to exercise, EMS is a full-body, low impact workout using simple bodyweight movements that anyone can do. With a dedicated EMS PT, there is a very short learning curve and very low chance of injury in a workout that uses slow, controlled movements while a machine activates the muscle fibres. There is no additional stress on the tendons, ligaments or joints also making EMS a perfect workout
option for those recovering from injury, helping them quickly get back to the activities or sports they love. These same benefits are also perfect for any woman recovering from childbirth. EMS is proven to help increase pelvic floor strength, a key area of concern for postnatal women. It can also help with diastasis recti, the partial or complete separation of the “six-pack” muscles, which is very common during and following pregnancy by quickly strengthening the abdominal muscles and closing
any separation. In addition to the body-sculpting benefits of EMS, these short, time-efficient workouts can be an incredible advantage for busy new mums over traditional postnatal exercise options. The pandemic has heightened people’s awareness of the importance of health and physical activity and as a result we are seeing more people look for fitness solutions who would otherwise not have considered stepping into a gym. EMS has been thriving in the rest of Europe for many years with over 80 studios opening in Germany last year alone, and the UK is starting to follow suit – since lockdown the EMS market is developing at pace. Across virtually every industry, business models are changing, and forward-thinking operators and PTs are adopting new practices. miha bodytec’s I-body system has a small footprint and only needs a simple plug socket so it is perfectly suited to a health club looking to increase revenue by attracting new clientele, or for a personal trainer who wants to diversify their offering by catering to special populations. See how EMS could fit into your business. miha bodytec is offering UK operators and PTs a free demo, book yours here