Weekly Workout - Issue 57

ISSUE 1 May

WEEKLY

Issue 57 - 9 July 2021

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

FunXtion enhances in-club experience at ROUND11

page 4

Finalists revealed for ukactive Awards following toughest year on record page 6

2

WORKOUT WEEKLY

Inaugural conference and exhibition set to showcase and share latest fitness trends WORKOUT is excited to be launching a new regional conference and exhibition, “Tomorrow’s WorkOut”, which is aimed at showcasing and sharing the latest trends, equipment and innovations across the fitness industry, with the inaugural event being held this September in the North West of England.

Tomorrow’s WorkOut will take place on September 14 at the University of Bolton Stadium.

Registration will start at 8.30am, with teas and coffee being served within a fitness exhibition and networking area that will adhere to all Government guidelines on social distancing.

The conference will comprise of a morning and afternoon panel, both of which will be aimed at providing gym owners and managers with informative and practical advice and ideas that they can take straight back into their clubs.

The morning session will start at 10am and run to approximately 11.20am and will focus on sales and marketing The afternoon session will follow a buffet lunch and further networking and will be focused on predicting consumer behaviour; we will have experts discussing data and behaviour and its importance and relevance for memberships.

The afternoon session will run from 2pm to approximately 3.20pm and then refreshments will be served in the exhibition and networking area before the event closes at 4.30pm.

The morning session will be chaired

by Dave Wright, founder of MyZone and CFM. He will be joined by Sarah Watts from Alliance Leisure, Mike Hind MBE of Mike Hind Fitness and Macro Based Diner, Kate Landers, head of digital marketing at CFM and Jamie Cartwright, owner of Box 12, a former club operator and currently a contender on SAS Who Dares Wins.

The afternoon session will be chaired

by Graeme Hinde, founder of LFX and LFX Academy.

He will be joined by Ian Mullane, owner of Keepme and also a club operator in Liverpool, behavioural scientist Dr Chris Loxley, GM Active chair Andy King and Lynn Wilson, health and fitness manager for Volair Leisure.

Tickets cost just £10 per person and the price includes attendance at the panel discussions, networking and the exhibition, a buffet lunch, parking and refreshments through the day.

Anybody wishing to book tickets should email tb@scriptmedia.co.uk

of Creative Fitness Marketing and the co-owner of the Voyage Fitness brand in Australia.

Not only is he the chair of UKActive’s Supplier Council but his product, Myzone, is enjoyed in more than 8,000 facilities by more than two million people in 84 countries.

A serial entrepreneur, and a Workout columnist for the past 20 years, Dave is a straight-talking Australian based in the UK who has the unique ability of being both a club operator and a supplier.

Having previously launched a multiple site fitness franchise from start-up he has significant commercial experience working with fitness operators.

Jamie is also a qualified PT, former professional footballer and Ironman, whose 20 years’ experience in the industry stems not just from delivering fitness through his own clubs but also more recently through various digital platforms.

Jamie is a seasoned, senior commercial operator with a high level of industry experience and expertise.

His latest move back into club operations as co-founder of BOX12, a boxing for fitness boutique who’s recent transition into the digital space has been recognised as the ‘best online workout’ by an independent study.

You may have also seen Jamie as Recruit #14 on the Channel 4 hit TV show, SAS: Who Dares Wins.

Sarah Watts Sarah Watts has worked in the leisure industry for more than 30 years both in the public and private sector.

She founded Alliance Leisure in 1999, which develops facilities on behalf of leisure operators wanting to improve or expand the leisure services they offer.

APSE and ukactive award winners for its design, build and partnership service, Alliance has completed more than 160 leisure developments and has overseen more than £175m investment in the UK leisure market, from fitness refurbishments to large-scale multiactivity new build developments.

Alliance also supports UK leisure operators with comprehensive sales, marketing and training services delivered through its TA6 brand, with its support available for any leisure operator looking to increase income, develop their staff, and improve the health of their local community.

Sarah is looking forward to sharing her thoughts, tips, and experiences, having worked with many leisure operators who are embracing the opportunity to explore new ways of working postpandemic.

Afternoon session Kate Landers Kate Landers is the advertising accounts manager at Creative Fitness Marketing where she drives the digital marketing for membership drive campaigns at health clubs and spas across the UK. Prior to this she worked for a digital agency in London and Melbourne after six years managing sales and marketing campaigns on-site at more than 30 different health clubs across Australia, NZ, Ireland and the UK. Kate loves working on projects for such diverse clients from owner-operated health clubs, leisure trusts, YMCA’s, Champneys Resorts and Spa Hotels like Jury’s Inn as they all have their unique challenges to get new members through the doors.

She loves the digital marketing landscape as it’s constantly evolving and has created fantastic opportunities for small businesses to compete against the big players.

Dave Wright – chair

MEET THE SPEAKERS Morning session

Dave Wright is the creator and global CEO of Myzone, the CEO and owner

recognised as one of the most respected and renowned coaches in the UK being crowned ‘The Best Personal Trainer in the UK’ by the National Fitness Awards.

His work has been broadcast across the globe and he became a household name when he took on “Dibsy” the 40 stone guy, Mike offered him a FREE life saving year-long programme.

Mike was awarded the “Outstanding Achievement Award” in 2018 by the National Fitness Awards for outstanding contribution within the fitness industry.

His client list includes Premier League and international footballers, European champion boxers, professional bikini athletes and TV stars.

But with this, Mike’s main focus is always on the public…

In 2019 at The National Fitness Awards, Mike and his team won an amazing three awards.

With Mike being crowned ‘UK’s Best Personal Trainer’ for the third consecutive year which is something that has never been done.

Mike’s client Dibsy walked away winning the ‘Member Achievement’ Award and Mike’s meal prep company winning the ‘Innovation in Fitness and Nutrition’ Award.

In 2020 Mike was recognised in the Queens Birthday honours and was awarded an MBE for his services to his community.

Jamie Cartwright

Mike Hind MBE

Jamie Cartwright is the co-owner of Hatton Boxing and co-founder of BOX12.

Mike has been training people for over 12 years, in that time he has been

Graeme Hinde – chair Graeme is a respected industry figure who has worked at leadership level in both the public and private sectors.

He was a member of the board of directors at the Fitness Industry Association from 2007 until 2014 and has been responsible for the launch and operation of over 20 health and fitness clubs.

In 2007 Graeme founded the LFX network which enabled UK health and fitness operators to meet on a regular basis.

The network attracts managers and fitness professionals from across the UK and Europe and during the pandemic maintained its presence online.

In 2021 with the support of Matrix Fitness, Graeme created the MH1 mental wellbeing movement for fitness professionals.

Graeme also runs Unstoppable Coaching, working with individuals and teams to improve personal and business performance.

WORKOUT WEEKLY managers, in 2007 Ian founded Vanda.fit – Singapore’s first boutique boxing club – and alongside this, in 2008, the social media analytics platform Locowise.

A respected thought leader, white paper author, regular industry event speaker and member of the ukactive Digital Futures Council, Ian has a singular ability to first understand the challenges faced by our sector, then demystify the ways in which technology can help neutralise them.

Ian Mullane When it comes to technology and its increasingly pivotal role in the fitness sector, there are few speakers more thought-provoking than AI expert and self-professed geek Ian Mullane.

As the founder and CEO of AIpowered sales and retention platform Keepme, Ian has brought together the diverse expertise of his career to date – including 12 years as an operator – in a ground-breaking business that boosts revenues for gym operators across the globe, harnessing the power of artificial intelligence to drive optimisation and transform the way they interact with customers and prospects.

Diving into a little more detail, having spent 15 years working on fintech solutions for some of the world’s largest hedge funds and investment

Peter Cleaver

Andy King Andy King is the chair of GM Active, a CIC made up of the 12 leisure operators across Greater Manchester, that was formed to understand how leisure could link better with health.

He is also the CEO of ‘Your Trust’ (formerly Link4Life) a Cultural and Leisure charity that serves the GM borough of Rochdale operating leisure centres, theatres, a museum art gallery and various community development

3

services.

Andy has previously been a director with Serco Leisure and has been CEO of two other leisure Trusts and the northern Regional Director for GLL. He was also Virgin Active’s first ever general manager in the nineties.

His early career was as a professional drummer and he is learning to play the guitar so he can try and relive his youth.

Peter has worked in the leisure industry for more than 30 years.

On leaving the Army he had no Idea of what job he wanted to do.

He knew that he liked sport but never considered it being a career.

30 years on Peter shares some of those challenges.

Working part time in Security he transitioned over to the leisure industry initially via work experience, volunteer work and networking.

Peter will go over the benefits of NVQ and apprenticeships from a career in sports view, along with some personal tips for employers and employees.

Lynn Wilson Lynn Wilson is health and fitness manager for Volair Leisure, based in the North West.

She is an accomplished manager with a strong background in training, group exercise, gym, community projects and children’s fitness.

A qualified tutor and assessor, Lynn comes with vast experience in delivering fun, engaging, and impactful training sessions in a variety of fitness disciplines within the industry and school settings.

A career history spanning 20 years working in regional, national, and international operations across the fitness sector within various public and private companies.

Lynn is passionate about the learning experience and journey of her team, members and students, ensuring there is a transfer of learning and that it is applicable in every day working life.

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

WORKOUT WEEKLY

4

FunXtion enhances in-club Company goes from experience at ROUND11 strength to strength ROUND11, a new concept launched in Amsterdam which combines boxing, strength training and mindfulness, has partnered with FunXtion, experts in interactive digital fitness to enhance its in-club experience.

To create a wraparound, in-club member experience Round11 has installed the white-labelled FunXtion Multiscreen concept to offer visual exercise guidance during classes as well as the FunXtion Workout Creator to give each trainer the power to tailor their own workout programming.

Brent Bakker, managing director and co-founder of Round11, said: “Boxing is not only a physical workout, but also one for the mind.

“It is one of the most healing activities out there which is why we have focussed our offering on the unique combination of three elements; boxing, strength and mindfulness” From extensive research from other countries, including the UK and the US, Brent learned how important it was going to be for the ROUND11 launch to have classes supported with a digital, visual guidance solution.

“At first, our trainers were curious about the integration of the visual guidance,” he added.

“But they soon saw the value it could provide in a class setting, giving them more time to guide the class and members have found the new install innovative, a concept they haven’t seen anywhere else within a boxing workout.”

ROUND11 has been created as a ‘two zone’ club, a blue and a red zone, blue 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

representing strength and HIIT training and the red zone for boxing.

FunXtion multiscreens face each station within these zones so that members have a clear view of the planned workout.

With a unique offering, ROUND11 boasts a blend of ‘badass and soulful’ energy, and the FunXtion workout creator gives the team the ability to design workouts that are perfect for each class and for each individual by using the vast library of exercises and workouts to define their own style and intensity level.

“We believe it’s important to transform the things that hold you against the ropes into something positive and powerful,” Brent said.

“Through what has been a difficult year for us all, ROUND11 is set to provide the perfect trinity of high intensity boxing, strength but also mindfulness and breathing exercises to focus on the importance of mental health.

“Fitness is a balance, and FunXtion has helped us achieve this within our club setting with their interactive solutions.”

Mendel Witzenhausen, CTO at FunXtion, added: “Brent and the ROUND11 team are innovators, keen to pioneer new ways to keep their brand in the forefront of fitness offerings.

“They have placed the members at the centre of their fitness solutions and in doing so have really enhanced the experience of every person who walks through the door.”

ROUND11 will soon be opening its second site on Rozengracht in Amsterdam.

PRIMAL Strength has secured a multimillion-pound investment from Flywheel Partners to accelerate its growth plans.

Primal, whose customers include leading professional sports teams, like Celtic Football Club, and an array of celebrity clientele, will utilise the investment and partnership with Flywheel to scale up the business and capture opportunities arising from the growth of strength training and postlockdown health and wellness trends.

Steven Rinaldi, managing director of Primal Strength, said: “The performance strength market, and our place within it, has continued to grow at pace as people increasingly recognise the importance of a hybrid approach to training combining both cardio and strength.

“As well as further increasing awareness of the link between physical and mental wellbeing, the Covid-19 pandemic has driven a different type of training too, as people recognise the dual benefits of convenience from working out at home combined with what a gym membership can offer.

“This investment will allow us to further drive our growth in response to these, and other market trends – from the significant rise in female strength training to the growth in boutique studios expanding rapidly across the UK. “We’re excited to be partnering with Flywheel on this next phase of our growth, whose entrepreneurial culture, active approach and experience in the sector made them an ideal fit for us.”

Primal has benefitted from the soaring spend in home workout equipment in the past year, with this set to continue

alongside the return to commercial gyms post-lockdown.

Headquartered in Glasgow, Primal offers more than 2,000 strength products.

The company has delivered impressive growth since launch, as its dual track focus on serving both the commercial and home fitness markets mean it has been able to respond to developments in strength training in the traditional gym setting as well as the surge in demand for home gym fit outs and home workout equipment.

The investment will be used for product development and to capture domestic and global market opportunities, across the UK, Europe and the Middle East.

Funds will also be utilised to increase awareness of Primal’s superior product and service offering – building on its existing marketing efforts, which include Zack George, crowned the ‘UK’s Fittest Man’ in 2020, as a brand ambassador.

Alongside the investment, Primal has appointed Andrew Shapin as a non-executive director, who will work closely with the management team and Flywheel as the company accelerates its growth plans.

Andrew brings more than 25 years of experience in building successful digitally focused consumer brands in the UK and internationally, with expertise in performance marketing and customer relationship management.

Andrew was founder and chairman of The Cotswold Company and is currently chairman of Sarah Raven, the online gardening company.

Operator strengthens senior team with new role ANYTIME Fitness UK has made a significant appointment to its senior team, with the appointment of Sue Moore as UK director of franchising.

With more than 25 years of franchising experience, Sue takes on the newly created role at the UK’s largest fitness franchise.

Now with more than 180 clubs across the UK and Ireland, Sue will oversee the strategy and performance of the Anytime Fitness UK network, supporting its franchisees’ profitability by improving retention, yield, turnover and total memberships within a club.

Sue has most recently worked as an independent franchise consultant, supporting multiple business throughout a challenging period for the industry.

Her previous roles include senior

Sue Moore positions as MD at Bright & Beautiful and franchise director at Metro Rod. Sue also has a wealth of commercial experience which spans sales, marketing, customer service and finance.

“I’m delighted to have the opportunity to join Anytime Fitness UK,” said Sue. “The business has a very exciting future and I have a real passion for the benefits of physical activity and how closely its linked with coaching, community spirit and our mental wellbeing.

“I feel like I’m joining the right team at the right time in a role that will continue to ignite my passion for the franchise industry.

“After an incredibly challenging time during the pandemic for all franchisees and entrepreneurs, “I’m looking forward to supporting Anytime’s network of franchisees with their businesses and helping them positively impact the health and lives of more people across the UK.”

BE A FIRST MOVER

FOR INNOVATIVE AND FORWARD THINKING UK PERSONAL TRAINERS • EMS (Electro Muscle Stimulation) A full body workout using professional grade technology • An intense training method without any load on the joints • HIT adaptations in half the time • COVID-secure

Try EMS Now! uk-info@miha-bodytec.com

• Be a trailblazer and have a competitive advantage • Train more clients each day & explore new client types • Engage your clients with the fastest & most efficient training method in the world

….. YOU WON‘T BELIEVE IT UNTIL YOU TRY IT!

www.be-a-first-mover.com

6

WORKOUT WEEKLY

Finalists revealed for ukactive Awards following toughest year on record THE finalists for the 2021 ukactive Awards have been officially announced, in a wide-ranging shortlist reflecting the scale and impact of the physical activity sector and partners both before and during the Covid-19 pandemic.

The list includes fitness and leisure operators of all sizes, prominent suppliers, leading universities, as well as charities, following a flood of entries for this year’s awards, held in partnership with Active IQ. The finalists for the new ‘Business Continuity and Success during Covid-19’ category include King’s College London, York Sport, and The Swimming Teachers’ Association.

One of the most anticipated categories, the ‘Healthy Communities Award’, will be hotly contested by finalists including Everyone Active, Inspiring Healthy Lifestyles, and Everybody Sport and Recreation.

Entries for the Club Centre of the Year will now go through a mystery shop and digital review conducted by Proinsight, while the next stage for most categories will see finalists present their entries at a virtual Judges’ House.

The Individual Achievement Award categories; ‘Physical Activity Hero’ and ‘Outstanding Leadership Award’, will be decided by an online public vote.

Huw Edwards, CEO of ukactive, said: “We are incredibly proud of our members and their teams for the strength, dedication, creativity and resilience shown in this most challenging year, and the incredible entries we have received for the ukactive Awards are testament to that.

“It is heartening to hear so many stories of excellence from across the breadth of our sector,

and to see these examples of the essential role played by our members in improving the health and wellbeing of our communities.

“This year’s entries prove not only that competition in our sector is alive and well, but also the shared mission and unity, which makes this year’s awards particularly pertinent.

“Thank you to all those who have taken part in the awards process and congratulations to our finalists – we look forward to celebrating the winners at our awards ceremony later this year.”

Lee Buck, head of product development at Active IQ, added: “Active IQ would like to acknowledge all

organisation and individuals who applied across all the categories.

“As headline sponsor and in our role as stageone judges, it’s fantastic to see all the different initiatives happening across the sector and how the physical activity industry has helped and supported communities during the pandemic.

“Congratulations to everyone who has been shortlisted as a finalist – we wish you the best of luck for the next stage of the awards and look forward to hearing the final announcements.”

The full list of finalists has been revealed on the ukactive Awards website.

Advertiser’s announcement

EMS personal training: increase PT 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, over 50s 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 over-50 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 forwardthinking 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.

To book yours visit https://calendly.com/ miha-bodytec-uk/free-ems-trial-session?utm_ medium=editorial&utm_source=workout. weekly&utm_campaign=uk.lp.pts.partners.roi

SEPTEMBER

2021 BOOK NOW

Single delegate rate £10 per person Lunch & refreshments included Goody bag & attendance certificate

The Trade Fitness Event of the Year for the North of England, brought to you by Workout 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 SALES AND MARKETING

PREDICTING CONSUMER BEHAVIOUR

Dave Wright Chair – CEO My Zone Kate Landers – Digital Marketing Director CFM Sarah Watts – CEO Alliance Leisure Jamie Cartwright – founder of box 12 Mike Hind MBE – Owner MAS and Mike Hind Fitness

Grahame Hinde Chair – MD – LFX Academy Ian Mullane - Owner Keepme and club operator Andy King - Chair of GM Active and CEO at Your Trust, formerly Link4Life Peter Cleaver - The Sports Group

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

The Trade Fitness Event of the Year for the North of England, brought to you by Workout Magazine

BOOKING FORM Single delegate rate £10 per person Delegates attending (Please print in block capitals) Title

Name

Surname

Job Title

Booked By: Ms/Mr/Mrs/................................................................... Position.......................................................................................

Organisation.........................................................................................................................................................................

Address................................................................................................................................................................................. ................................................................................................................................... Post code..........................................

Email......................................................................................................... Tel.......................................................................

Please sign and date here to indicate you have read and accept the booking conditions: Signature............................................................. Date:..........................................

Payment Method

I enclose a cheque payable to Script Events.

Invoice me.

Phone for my credit/debit details.

BOOKING CONDITIONS

All places booked must be paid within 15 days of booking and before the conference unless otherwise agreed with Script Events.

A telephone or fax booking must confirm when and how payment will be made A refund will be given, less £20 admin, fee for cancellations received more than 15 days prior to the conference. No refunds will be given with less than 15 days to the conference. However, delegate substitutes will be accepted to the day of the event at no extra cost.

Where invoices are requested and agreed, payment must be received within 15 days from the invoice date. We understand and will exercise out statutory rights to claim interest and compensation for the debt recovery costs under the late payment legislation if we are not paid according to agreed credit terms. An interest rate of 8% above base rate will apply for late payment.

Script Media Group is committed to protecting your personal data. By attending our events, we provide you with an opportunity to meet and engage with our exhibitors. Our events create business to business relationships and give access to relevant industry people, products and services.

We share your business information with the exhibitors and speakers so that they can review the companies that have attended today’s event, we DO NOT share personal information without your consent.

Please tick to receive a regular copy of Workout magazine

Please tick to receive information from exhibitors

Workout Conferences, Script Media Group Ltd, 47 Church Street, Barnsley, South Yorkshire, S70 2AS Tel:01226 734412 Fax: 01226 734478