Weekly Workout - Issue 16 September 2020

ISSUE 1 May

WEEKLY

Issue 16

4 September 2020

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

Operator dedicates day to health and wellbeing page 2 Fitness sector demonstrates safety a month after reopening in England page 4 First Great British Week of Sport to celebrate the power of page 5 being active

WORKOUT WEEKLY

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Keepme secures its first round of funding at $1.7m

Operator dedicates day to health and wellbeing LEISURE operator Parkwood Leisure will be offering a free confidential service for staff to access support and advice regarding mental health and wellbeing today (September 4).

The initiative, which is available to all employees, will give staff the opportunity to speak to members of the HR team to discuss any issues that they are experiencing, both in and out of work, that may be impacting their wellbeing.

All HR staff taking part are also trained mental health first aiders.

“The impact of Covid-19 is being felt across the leisure industry and we recognise the affects that lockdown and the subsequent re-opening may have had on staff at all levels in the business,” said Sue McGrath, HR director for Parkwood Leisure.

“Our priority is providing our employees with the best support we can, and we hope that by dedicating a day to the subject of mental health, we can help raise awareness and encourage people to speak out and use the support in place to help them with their own 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

unique situations. We understand that also, staff may not want to discuss issues with people they work with closely and so the day offers employees the chance to speak to trained members of staff that understand the organisation, but will be impartial to the discussions and ensure confidentiality.”

Information about external support services has also been circulated to all staff to assist those who may not want to speak directly about any issues.

This is the latest in a series of initiatives launched by Parkwood Leisure to support employees’ mental health and wellbeing.

Last October, Parkwood launched a series of management workshops which addressed mental health in the workplace; participants were given advice and guidance on identifying common signs and symptoms of mental ill health, communication and listening skills to support interactions with employees and how to encourage a positive mental health culture in the workplace.

KEEPME, the AI-powered sale and marketing platform created to help operators increase their income, has recently closed its first funding round at $1.7m.

The funding will be used to support the continued growth of the organisation and product development.

This announcement comes at a time when despite the challenges of the pandemic, Keepme has managed to continue adding new customers, welcoming Styles Studios Fitness and Atmosphere Health & Fitness Club on board in August alone.

Keepme will provide both operators with extensive insights, suggested actions and the tools to drive measurable improvements.

Keepme has also been able to evolve their offering even further over the course of the last few months with the release of v2,including insights and tools for membership sales as well as retention, supporting operators through every step of their customer life cycle.

This recent success over the lockdown period has also seen new editions to the Keepme team with Dan Tagliere and Natasha Foong joining the Keepme board and Amanda Hart joining as director of customer success.

Both Dan and Natasha join with a wealth of knowledge between them.

Dan has spent the last 15 years building a highly successful property and investment business, Macau Land Developments, and has held C-Suite Level positions for the likes of UBS and Marriot International.

As the co-founder and managing partner of IncuVest Pte Ltd, Natasha has more than 30 years’ experience in business planning, entrepreneurship, venture capital and management including being the founder of Singapore’s first budget airline.

Amanda Hart joins Keepme with more than 25 years’ experience in the health and fitness sector having worked for the likes of Fitness First, Soho Gym’s

Natasha Foong and The Gym Group in various business development, operations and senior management roles.

She joins Keepme as their newly appointed director of customer success and will be responsible for the implementation and delivery of the platform at customer sites.

Along with managing the support function, Amanda will play a key role in working with customers to understand how they use Keepme, and ensuring it meets their ongoing requirements. .

“Despite the challenges of this lockdown period, Keepme has seen some great successes and continued to grow,” said Ian Mullane, founder and CEO of Keepme.

“The investment will allow us to invest in the resources to continue our development that has seen us gain customers in eight countries in the last 12 months.

“I’d also like to welcome our newest board members Natasha and Dan as well as Amanda to the Keepme team.

“Between the three of them they have a wealth of invaluable knowledge that will be very valuable for us in this exciting next phase of our development and I look forward to having them on board with us.”

Advertiser’s announcement

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Gym members need it too – and, it turns out, with very good reason.

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This is why it’s vital you cover yourself,

to make sure you’re protected if you have an accident like this. Luckily, we’ve got you covered.

Our insurance can include: n Public Liability cover for up to £1million, £2million, £5million or £10million – in case you damage the gym or injure someone else while at the gym. n Personal Accident cover up to £50,000 – in case you injure yourself while at the gym.

n Loss of Earnings cover of up to £750 per week for up to 52 weeks – to protect your income if you are badly injured while at the gym. n Plus, many more cover options available.

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Visit www.insure4sport.co.uk/WOA920 to get an online quote or call 0800 158 5530 quoting ‘WOA920’ and you’ll get 25 per cent off today, our best ever offer to give you peace of mind whenever you set foot in the gym.

WORKOUT WEEKLY

Wattbike takes education digital with its new online platform ENSURING its continued support of the global health and fitness industries during such unprecedented times, Wattbike has launched its new digital education platform.

This offers health clubs, independent studios and individual trainers the ability to immerse themselves in Wattbike education remotely from anywhere in the world, covering everything from bike setup, fitness

testing and small group training.

George Caines, Wattbike head of education, said: “Our new digital platform is the go-to knowledge centre for beginning, or refreshing your Wattbike education.

“Rich in expert content; featuring videos, slideshows and module-based tests, the platform allows for selfpaced learning accessible from anywhere on phone, tablet or computer.”

The Wattbike Online Foundation Course is completely free and teaches participants how to maximise the use of the Wattbike Nucleus, Pro/Trainer or AtomX, enabling them to get the most out of each bike to deliver powerful and effective results.

Wattbike’s new Hybrid offering is delivered online by experienced Wattbike Master Trainers via videoconferencing technology.

The Wattbike Digital Hybrid course lasts four hours and gives participants a deeper understanding of the Wattbike’s programming structure and the key elements of the bike.

Each course will empower individuals to learn about the Wattbike Polar View, Pedalling Effectiveness Score,how to adapt loading and resistance to help clients reach their individual goals, how to use each Wattbike for specific scenarios and client case studies, while also recapping the innovative features and benefits of the Wattbike as well as important maintenance points.

“Our highly knowledgeable and experienced Master Trainers can cover an extensive range of topics and applications for the Wattbikes,” George added.

“Contact us today to become a certified Wattbike expert so you can redefine your indoor cycling and improve the performance and health of your clients and

members.”

The new digital platform is now live and courses are now available to book.

In addition to the Wattbike Digital Hybrid Course, users can also book the Foundation Workshop, Small Group Training Course or bespoke workshops.

To secure your place or to find out more about Wattbike education visit https://wattbike.inspire360.com/courses

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WORKOUT WEEKLY

Fitness sector demonstrates safety a month after reopening in England GYMS and leisure facilities in England have seen more than eight million visits in the first three weeks since reopening, and just 17 positive Covid-19 cases, according to new data revealed by ukactive.

Working with some of the biggest operators in the country, ukactive has collated a data sample from more than 1,300 of its members’ sites to analyse the prevalence of the virus within the sector’s facilities, from its reopening on July 25 to August 16.

The numbers show there have been more than eight million visits from members of the public since the sector reopened, and during this time only 17 people have reported testing positive with Covid-19 during a period that included them using the facility – equating to an estimated 0.020 cases for every 10,000 visits to the gym.

In addition, there were only nine reported cases among members of staff.

Huw Edwards, CEO of ukactive, said: “We are encouraged by the millions of visits to our members’ facilities since reopening, and the responsible approach our members have taken to proactively monitor and respond to the very small number of reported cases of Covid-19 by people who have visited their sites at a time when they had the virus.

“This sample shows an extremely low prevalence of COVID-19 among people who visit gyms and leisure facilities, and we are thankful to all our visitors for demonstrating responsibility and consideration for fellow users.”

Gym and leisure centre operators across England are well positioned to capture real-time data effectively.

They are able to carefully record reported cases based on membership details held within their databases, as well as recording details for nonmembers, to allow for contact tracing – helping to inform authorities and other visitors quickly.

The findings support a growing evidence base from across the globe showing that Covid-19 has a low prevalence in the gym environment.

Gyms and leisure facilities in the UK must follow strict Government guidance in order to remain open, ensuring social

distancing among staff and customers, proper ventilation throughout, and comprehensive cleanliness protocols.

The sector worked closely with the Government to develop the guidance for reopening safely, including ukactive facilitating site visits for the deputy chief medical officer and SAGE representatives to a range of facilities.

Regular exercise has been shown to improve a person’s ability to regulate the immune system, which is essential for avoiding the severe symptoms of Covid-19.

Huw added: “Our sector has worked tirelessly to demonstrate its safety to the public and this evidence helps us to prove that these efforts are paying dividends, allowing us to get back to our work of keeping the nation happy and healthy.

“This early evidence suggests that gyms are relatively low-risk places for catching the virus, however, we will continue to monitor closely – with our members – the number of Covid-19 cases, to show that the sector is being responsible by limiting its spread.”

Freemotion’s drive to create ‘clubs without walls’ FREEMOTION has appointed Jeff Esswein to its top team as vice-president of strategic accounts and digital content.

Jeff will work with the Freemotion team and its customer partners to push digital strategy and solutions in a bid to pivot from a purely bricks and mortar offer to a more digital, hybrid model of gym and health club operation.

Jeff started his career in medical fitness, working for Riverside Health System where he headed up its health and fitness division, and since then he has amassed 30 years of industry experience.

In the 1990s he built and operated two 150,000 square feet, multi-purpose athletic facilities in his hometown of Pittsburgh, then transitioned to a co-owner / developer of ClubCom – growing it into the leading global provider of digital media networks for the fitness industry.

Having established himself as a highly regarded and forward-thinking business mind, Jeff became the COO of a successful, private broadcasting company – VELOCITY World Media – transforming the US-based satellite start-up from a domestic platform to a global leader.

Prior to joining Freemotion, Jeff was operating as president of the sports and

Jeff Esswein entertainment business for PCG Capital, where he directed Cool Springs Sports Complex, Wildwood Sports Complex, and Oxford Athletic Club in Pittsburgh – increasing the latter’s revenue by 44 per cent in just two years.

Dan Toigo, senior vice president and managing director of Freemotion, said: “Jeff is one of the most respected individuals in the media and digital industry.

“Jeff’s expertise in both the digital content space – along with his understanding of the club market from an operator’s standpoint – brings a unique skill set to Freemotion and our strategic accounts business as we continue our growth initiatives.”

In his new role at Freemotion, Jeff will focus on developing and maintaining relationships with new and

existing customers, while identifying opportunities for growth in all market segments, including global, national, regional, and hospitality.

Jeff will also be Freemotion’s digital content expert and will be instrumental in pushing forward Freemotion’s iFit-enabled content-driven cardio equipment as the company ramps up its digital focus.

“Jeff’s ability to connect with business leaders and understand how to add relevant value to their companies is a perfect fit as we launch our iFit digital content platform focused on interactive personal training through Freemotion,” added Dan. A graduate of West Virginia University, Jeff was a member of the wrestling team and earned a bachelor’s degree in Sports Management/Business Administration.

He has a life-long passion for health, fitness, wellness, and athletics, and is revelling the chance to take ondemand content from the consumer market into the commercial market and “complete the connection between the whole ecosystem” to benefit operators, trainers, and members.

“Every organisation, today more than ever, is in the content business and with ICON Health & Fitness, iFit, and Freemotion, we have a great opportunity

to be the industry leader in digital fitness,” said Jeff.

“Being able to take my insider, ownership perspective and work with operators of all sizes and in all sectors to see how technology can play into their facilities in the future is what really excites me.

“I’ve always said that a club without walls is going to be a successful club, and this is exactly where we’re headed due to the global pandemic.

“Through ICON, iFit and Freemotion we’re in a unique position to be able to take the knowledge base from consumers and use it to help operators drive memberships.

“If a Freemotion facility is able to provide immersive, content-driven experiences that engage, excite, and motivate its members, then stay connected with them at home through the members’ own iFit-enabled equipment, consistency is maintained, members achieve better results, and fitness becomes a habit.

“This ultimately leads to greater member engagement and retention and an improved bottom line. The industry is becoming more technology-driven and we have the chance to not only take advantage of this but also to use it to maximise results for our customers.”

WORKOUT WEEKLY

First Great British Week of Sport to celebrate the power of being active ukactive has announced the first edition of the Great British Week of Sport, celebrating the power that sport and activity has on our physical, mental and social wellbeing.

The celebration will take place from September 19 to 27, forming the bedrock of the UK’s delivery of the European Week of Sport.

A series of events across the week will showcase the huge variety of sports and activities which help people of all ages to be more active and reap the mental, social and physical benefits.

Across Britain, people will be encouraged to use #BeActive on social media during the week to share the activities they love most and help inspire others to get involved.

Baroness Tanni Grey-Thompson, chair of ukactive, said: “We are living in challenging times, which makes it all the more important we celebrate the incredible spirit and unity through sport and activity that makes our communities stronger.

“Every day, taking part in physical activity and sport brings people together in a way that is very unique, making our gyms, leisure centres and sports venues part of our social fabric.

“The Great British Week of Sport will show that physical activity is available to everyone, no matter what your background, age, gender, race or ability, and that being active together is an amazing thing.” ukactive, in partnership with Sport England, the UK Government and the European Commission, will work with a host of partners to deliver focussed activities supporting a diverse range of audiences throughout the week:

Saturday, September 19: The Great British Week of Sport will kick off with ‘World United’. Spearheaded by leading fitness brand, Les Mills, World United is a global festival of fitness that uses exclusive online workouts, filmed during lockdown by 300 instructors, to help fitness facilities encourage visitors back to their venues.

Sunday, September 20: StreetGames will begin a week of support through its local communities across the Midlands, helping to bring sports and activities to children, families and young people.

Monday, September 21: Mental health charity Mind will work alongside a number of its regional ‘Minds’ across the UK to provide people the chance

to witness how being active can have a positive impact on many contributing factors that cause us stress, anxiety and fear.

Tuesday, September 22: ukactive will team up with RED Together, a national movement that empowers people to get active their way – celebrating the power of physical activity in bringing the nation together by encouraging everyone to wear red during their run, swim, cycle or favourite fitness activity.

Wednesday, September 23: The week plays host to National Fitness Day, which celebrates the fun of fitness and physical activity, as gyms, leisure centres and sports providers across the UK offer thousands of free activities for visitors to

try. Bear Grylls, with BMF, will be kicking off the day this year with a special event, to be revealed closer to the date.

Thursday, September 24: Iron Man, Nike athlete and Great British Week of Sport ambassador John McAvoy will be working with Fulham Reach Boat Club to offer young people the chance to try some new activities, including rowing on the Thames, while sharing his experience of how sport changed his life.

Friday, September 25: ParaDance will support a day focussed on the inclusivity of sport, engaging a wide range of people to come together, be active and have fun through the power of dance virtually.

Saturday, September 26: A ‘Girls’ Night In’ will see music and fitness combine to engage women and girls to #BeActive.

Supported by influencers and DJs, the night will bring a new meaning to the girls’ night.

Sunday, September 27: The week will be capped off by Ordnance Survey, with its Get Outside campaign to support and encourage Britain to get outside and discover new routes and green spaces to use for activity.

And throughout the week, people will be encouraged to get active using the free ‘Active 10’ walking and ‘Couch to 5k’ running apps, in partnership with Public Health England’s Better Health campaign.

Familiar faces including Team GB Hockey gold medallist Georgie Twigg; Paralympic gold medallists Baroness Tanni Grey-Thompson and David Smith; Nike triathlete John McAvoy; RED Together founder Hannah Beecham; and Football Beyond Borders coach Debra Nelson will help to promote the events.

Volution offers free of charge digital lifeline VOLUTION, the data-driven insight and member engagement company, has announced that it will be offering its virtual hubs solution to all public access trusts and operators free of charge.

Virtual hubs, created and developed

by Volution, allow operators to provide digital content (classes and PT sessions) to members via a purely ‘digital hybrid’ membership.

Each virtual hub is completely bespoke, measurable, and created to deliver commercial returns from day one.

It enables operators to offer both a ‘bricks and mortar’ and virtual service, bridging the gap between home exercise and the gym experience to successfully unite the ‘fitness ecosystem’ and create a highly effective and engaging, joined-up member experience. One that drives commercial return.

Andy Hall, sales director of Volution said: “Every members’ experience of lockdown will have been unique to them, therefore, they will all be at different stages physically and emotionally in terms of their willingness to return to a gym environment.

“The beauty of a virtual hub is that it enables you to stay in touch with

Andy Hall

members every step of the way, so you never lose connection. It also allows you to offer different tiers of membership to suit members with varying needs, expectations, personality types, and comfort levels.”

When clubs re-open they face various challenges, including retaining existing members as well as acquiring new ones.

The beauty of a virtual hub is that it offers a ‘shop window’ into your facility to attract these new leads.

By allowing someone to ‘dip their toe’ in a facility before joining through a virtual hub, you remove the

‘gymtimidation’ factor.

Potential members can take virtual walk-throughs of a facility, watch or test out classes, see what the people and community are like, and build up their confidence levels at home before even stepping foot on the gym floor. A virtual hub, therefore, can provide the perfect gateway through to a physical gym membership.

Operators can use Virtual Hubs to learn who is attending clubs, classes, PTs, and more importantly, who isn’t attending.

Finding out what is, and isn’t, working for your members is valuable insight that can help you to adapt your strategies and act early to retain and acquire members.

Andy added: “Virtual hubs are designed to complement, and bolt-on, to the systems and services operators already have and are bespoke to each facility or business.

“Whatever you need to complete or enhance your offering, volution.fit can build a virtual hub tailored to your requirements. What’s more, each virtual hub is made to look and feel like your brand for perfect integration.”

“Leisure, sports and community centres have a special place in most

of our hearts; whether we learnt to swim there as a child, remember our eighth birthday party at one, or are now watching our children enjoy sport and physical activity at our local leisure centre.

“Our virtual hubs open new realms of commercial possibilities… from selling new products – like merchandise, food/ drinks, digital memberships, exercise education courses, and at-home equipment – using data to show which products have a good ROI and are worth pursuing further and we hope this could make a difference in the survival of this vital part of the sector.

“We are proud to offer this service free of charge for a minimum of 30 days in a bid to demonstrate what can be achieved from both a member engagement and commercial ROI point of view.”

Now is the time for clubs to break the mould of what’s been done previously, adopt a new model for operation, and trailblaze a bold new world of customer-centric health and fitness solutions.

Volution provides you with the right solution to seize opportunities within the marketplace through technology and innovation.

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