reopening in England

4 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. 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

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

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 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. 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

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

Freemotion’s drive to create ‘clubs without walls’

responsible by limiting its spread.” 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.”