ISSUE 1 May
WEEKLY
Issue 20
02 October 2020
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Franchise launches first six locations page 3 Why gyms should be going digital page 4 Memberships grow at local authority leisure centre during lockdown page 6
Roll of
HONOUR 2020 WO R KO U T M AG A Z I N E
Have you nominated your lockdown hero? Nominate your lockdown hero who has gone over and above in these most testing of times in the WorkOut Magazine 2020 Roll of Honour. We want to hear from you, if you know someone who has gone above and beyond in 2020, to make a difference and help their members and colleagues get through these harrowing times. The WorkOut Magazine 2020 Roll of Honour will appear in our January 2021 issue Send your nomination to events@scriptmedia.co.uk and we will be featuring some of your stories in WorkOut Magazine and our weekly WorkOut digital newsletter. Closing date for entries is Friday December 4.
We can’t wait to read your stories ‌ Sponsorship opportunities are also available by calling 01226 734 605
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Franchise launches first six locations PERSONAL training fitness franchise GYMGUYZ UK has officially launched its first six locations, as it continues to build upon its international success. The six locations serving Brighton, Kingston upon Thames, Elstree and Borehamwood , Barnet, St Albans, Watford and their surrounding areas are now ready to provide mobile personal training directly to clients’ homes to help them get fit and achieve their fitness goals on their own terms. Following the boom in at-home training over recent months, the franchise was launched in the UK and very quickly brought on its first franchisee in Brighton. The south coast city will be overseen by owner, Laura Plaster. Prior to joining GYMGUYZ, Laura was a Special Constable for the Metropolitan Police and has experience in a range of industries which led her to researching franchising options and what GYMGUYZ could offer her. “I loved the idea of bringing the success GYMGUYZ has achieved in the US and Canada over to the UK and being part of it from the start,” she said. “No one else is really doing what GYMGUYZ does. It’s a unique model and with a low minimum investment, I saw it as a more attractive opportunity in comparison to the traditional fitness franchises.” Laura was already in discussions with the franchise prior to the Covid-19 outbreak and worked closely with the central team to get ready to launch postlockdown. “The way the team has adapted to keep the process moving over the past few months has been amazing,” she added. “Being one of the first UK franchisees makes me feel proud and that I have been part of the pilot over here, and with the amazing support of Laike (Mantori), we have managed to get everything together quickly and efficiently.” The Brighton franchise was shortly followed by the announcement of Kingston in South West London, led by Victoria Deborah. Victoria graduated with a degree in Sports Exercise Science and has always had an avid interest in fitness, so the 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
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opportunity to combine her passion with her work was something she was keen to pursue. “I was looking for something different that solves a problem in the UK fitness market. Therefore, when the idea of GYMGUYZ was pitched to me, it was perfect,” she said. While searching for franchises earlier in the year, Victoria was instantly engaged with GYMGUYZ and the potential opportunities it had to offer. “The growth prospects of not only the team, but also the franchise, was an integral factor and something that attracted me to invest,” Victoria added. “I can’t wait to see how the trainers develop into their roles and to deliver transformations for their clients, and I’m excited to see the franchise expand over the coming months.” With both Brighton and Kingston confirmed as their first two franchises, the confidence in GYMGUYZ’s continued growth is reinforced by the launch of four other territories: Elstree and Borehamwood, St Albans, Barnet and Watford owned by Selina Mantori, wife of GYMGUYZ UK owner Laike. As GYMGUYZ provides a new concept to the UK to a scale of this size, Selina, while being equipped with 35 years’ business experience in various fields including interior design and real estate, wanted to take on a new challenge that fits in with her way of life. “As my husband is the master franchisee, I have been quite involved with the brand and quickly recognised the benefits on how it fits in with my lifestyle and decided that becoming a franchisee was a great opportunity,” she said. “GYMGUYZ offers flexible hours, low fees and running costs with high returns. It was a no brainer for me.” With an industry-leading fitness model and unique delivery methods, GYMGUYZ offers low-cost franchise ownership combined with extensive central franchise support. As part of the start-up process, each GYMGUYZ franchise owner is assigned a franchise support team to provide guidance throughout the start-up and launch process.
Leicester Tigers RUFC partner with Wattbike LEICESTER Tigers has announced an official partnership with Wattbike, creators of the world’s most advanced indoor bikes, to optimise players’ fitness, power and performance. As part of the partnership, Wattbike has installed five of the new Nucleus bikes into the club’s Training and Academy Centre while also loaning bikes to the players who are having to train at home due to Covid-19 restrictions. Tigers’ head coach Steve Borthwick said: “The Wattbike is a go-to, powerbased training tool suitable for all the players, regardless of position and will be playing an important role in keeping the team fit throughout the season.” “The reliability, consistency and accuracy of the Wattbike training data is vital for our sport and position-specific training. “For the players, it’s them versus the numbers and there’s no hiding from that. Rugby is all about repeat power outputs and holding that until the last minute of a game, so the Wattbike is perfect to replicate this off the field.” The Wattbike has already formed a crucial part of the elite conditioning training programme, playing a key role in keeping the players fit during the unusual off-and-on season dates that were altered due to lockdown conditions
earlier this year. “The Wattbike makes the players accountable to themselves, their coaches and teammates,” added director of rugby Geordan Murphy. “The consistency and reliability of the data means there is no hiding behind the numbers, making it the perfect tool to ensure the best team is selected for each game.” By linking to the Wattbike Hub app, players can access the training data, testing results and health parameters measured while the coaches can analyse and track individual’s performance data at the touch of a button. Richard Baker, CEO of Wattbike, added: “For over a decade we have worked with top rugby teams around the world both at club and international level, perfecting the best ways the Wattbike can be used to enhance player performance and we are excited to work with Leicester Tigers on this.” “We work with the world’s best sport scientists and engineers to continually evolve and shape our offering. “By doing this, our products deliver actionable insights to athletes and coaches in real time, that’s why we are proud that champions across all sports use Wattbike to train smarter, push harder and improve performance.”
Tell us about your lockdown heroes IT’S BEEN a long hard year so far and many of us have faced unprecedented challenges. But, as the saying goes, when the going gets tough, the tough get going … and that has certainly been the case in the fitness industry. Following our announcement that, unfortunately, we can’t proceed with this year’s National Fitness Awards, we decided that so many amazing things have been going on during the difficult months of lockdown and beyond, we still needed to recognise these. For that reason we have launched the WorkOut 2020 Roll of Honour – this will appear in our January 2021 issue and will pay tribute to the lockdown heroes who have gone over and above in these most testing of times. Do you know someone who has worked tirelessly to help those in need?
Or an individual who has used their energy and innovation to help their members stay strong and fit during the closures? Maybe they have used the time to innovate and plan for the future so they can bounce back stronger for their members? Whatever their contribution we want to hear about it. Please send your nomination to events@scriptmedia.co.uk and we will be featuring some of your stories in WorkOut magazine, and our WorkOut Weekly digital newsletter. Closing date for entries is Friday December 4. There will be a place on our Roll of Honour for the most inspiring nominees and they will all receive a certificate to mark their achievements. Ready, steady, get nominating …
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WHY GYMS SHOULD BE GOING DIGITAL
By Chris McNair
THE way we work, socialise and of course, train has changed dramatically. The common thread tying these transformations together is digitisation. Now, more than ever, digital media has become the cornerstone of most people’s day-to-day lives. While it might seem sudden, this shift is not an overnight sensation. Innovative gym owners know that digital fitness-on-demand solutions saw an increase in spending of nearly 59 per cent last year. Covid-19 has rapidly accelerated this trend, with a recent Deloitte Survey claiming that 88.9 per cent of all fitness companies in Germany have offered digital courses at some point during the pandemic. As gyms reopen, their owners will have to consider a variety of health and safety implications including social distancing measures and increased quality of airflow, as well as the implementation of immense sanitisation requirements. This new situation certainly adds significant challenges, so it is understandable if some gym owners may be hesitant to fully invest their time and money in digital fitness-on-demand. With plenty on the plate, and the prospect of a crowded market, delving into a whole new venture may not seem that appealing. At the same time, some statistics claim that gyms are currently only able to run at 20 per cent capacity due to Covid-19 restrictions. Therefore, it could be argued that there’s an urgent need to diversify and innovate in order to stay competitive in a rapidly changing market. The digital age of fitness is just beginning, and for those savvy enough to incorporate virtual elements there is a wealth of exciting opportunities ahead. Audience: Millennials and Gen Z Millennials and Generation Z account for 80 per cent of all gym-goers so it is crucial to fully understand this
motivates consumers to actually take part. Taking part, that is, if the sessions are worth attending. It is incredibly important that gym owners can offer a service that offers two-way interaction in an online setting. This grants consumers an authentic way to connect and build a sense of community through the screen. For example, Peloton’s cycling app allows users to hear their trainer’s voice and see their face, giving them real-time motivation and heartening feedback. Solutions like these help maintain that human connection many of us miss from pre-lockdown gyms.
Chris McNair demographic’s wants, behaviours and needs. Instagram, YouTube, Netflix, and Spotify are important staples in the lives of modern-day youths, and gym owners wouldn’t be too far amiss in aiming to replicate those platforms. While Instagram and YouTube are characterised by light-hearted, free, and often user-generated content, Netflix and Spotify both have a reputation for offering a high-quality, premium experience (which isn’t free of charge). The fact is that young consumers interact with both types of platforms and this illustrates that, as long as the content is good enough, consumers will be willing to pay. Live streaming: social media strategy According to LiveStream, 82 per cent of social media users prefer to watch live video content over standard posts. Les Mills’ live steaming Facebook group has grown by nearly 90,000 members in the last three months, with many posts attracting as many as 100,000 views. The reason why live streams and fitness classes are a match made in heaven is because they offer schedules in a time where people have lost their routines. It removes the option of dropping a video into a “watch later” folder, and
Content Some claim that future gyms will be virtual, gamified, and totally immersive. Physical gyms are increasingly seeing a shift from traditional fitness classes to more interactive activities. Many have started to integrate various forms of audio-visual shows to further augment the workout experience. Les Mills has jumped on this early, and one of its most popular activities is a cycling class called THE TRIP®. It takes participants down a hyper-real visual cycling track that twists, turns, and (sometimes) flips through all manners of virtual environments. The experience is unique and adds a whole different entertainment angle to fitness, both as a video-on-demand offering and in a physical in-club environment. Trackability While the glitz and the glam of virtual reality is exciting, many fitness companies are equally intrigued by the trackability and raw data produced by video-on-demand solutions. For example, a gym owner or administrator can track classes and schedule performance within the application, then use this data to tailor future classes to ensure that their audience gets exactly what they like from the digital platform.
Equally consumers are tracking their own performance and consistency. Integrated fitness wearables are now mainstream. The ability for consumers to track their performance is something that keeps them aligned with their fitness goals and ultimately keeps them coming back for more. The future of gyms Working out from home will challenge the traditional ways of working out and gym owners need to embrace these shifts to stay ahead. At the same time it offers gym owners an opportunity to diversify and generate additional revenue for years to come. It is a sector of our industry which is booming and savvy companies are wise to join the race. Having a strategy in place to optimise fitness-on-demand gives you an opportunity to get an edge over your competitors. Many consumers have already adopted a hybrid approach to fitness and in order for us to meet their needs, offering an engaging online experience is quickly becoming a necessity. Community matters Feeling like you are part of something bigger is a great motivator for the fitness journey and has accelerated some of the most exciting recent fitness movements (Cross fit, F45, soul cycle). Our brains are wired to connect with others and it is one of the superpowers of group fitness classes. Building a virtual fitness community whether directly through social and live streaming or linked with the class content by letting people know who is online and by building opportunities to work out together, celebrate or help each other is one of the cornerstones of building a successful online fitness offering. The LMOD and Zwift community are great examples of this in action. n Chris McNair is the regional director – Australia and New Zealand at Accedo.
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Memberships grow at local authority leisure centre during lockdown TRAFFORD Leisure’s new move Urmston site, which closed its doors just five days after launching its £7m redevelopment due to lockdown in March, has reopened with a 53 per cent rise in memberships. The leisure centre, which has bucked the trend across the UK during the pandemic, has grown its membership through lockdown and beyond with a strategy of customer engagement, open communications with its members and a strong marketing campaign. Jo Cherrett, COO, Trafford Leisure, said: “My team and our suppliers worked so hard to get move Urmston up and running, and we were devastated to have to shut the doors just five days after its launch. “However, our efforts had already had an impact, as even while closed in lockdown our membership has grown, perhaps thanks to an intensive two weeks of fully booked, half-hourly tours of the building, promoting our facilities in early March, enhanced by a strong marketing campaign.”
Trafford Leisure, which runs nine leisure centres across the borough on behalf of Trafford Council, made a strategy decision at the start of lockdown to give customers choice over their memberships; to continue paying, freeze or leave. Jo added: “Our strategy was to start an open dialogue with our customers, asking them if they were in the position to continue their direct debit payments to do so, and explaining their generous ‘donation’ would help pay staff salaries, local suppliers and sustain building and maintenance. “It was a risky move. It took a delicate balance in our messaging, but during the month of May 40 per cent of our memberships across the business, including swimming, gym and golf, continued to pay. “I was humbled by the Trafford community for their support and kindness.” Along with strong communications, Trafford Leisure and move Urmston
created an online support hub to engage customers while the leisure centres were closed, including online classes and activities for children, such as home sports days and first aid training for the young. Since reopening in July, Trafford Leisure’s £7million redevelopment of Urmston Leisure Centre has earned praised for its innovative design and sustainability by RIBA (Royal Institute of British Architects) in its latest Journal. The redevelopment was praised for its commitment to public health, as well as ensuring the centre was greener, more efficient and reduced its carbon footprint. The rebuilding and extension to the gym and studio was hailed for its innovative use of natural light and ventilation, which saves energy and keeps users of move Urmston from overheating during their work out. Architects 5 Plus redesigned a series of small rooms at the front of the building into a simple space, with an open
entrance, without turnstiles, and a clip and climb wall behind a glass facade. 5 Plus’ plan kept the original building’s large sports hall as a generous flexible space, which is currently hosting 60 socially distanced classes a week, that few private gyms and competitors have access to. Jo concluded: “I’m delighted move Urmston has been recognised for its innovative, inclusive and sustainable design. “It is a space that welcomes and inspires people to try something new for the first time – from exercise classes, swimming and the gym. “move Urmston is increasingly becoming a beacon for the people of Trafford to take their first steps towards a healthier lifestyle. “It is so much more than a leisure centre and we have loved bringing this community hub to life for the people of Trafford; it makes it even more special to have grown the business and the brand during such a difficult time.”
App helps PTs manage their clients on the go PERSONAL trainer matching app Fitain has launched its freemium version on Google Play and App Store. The new version of the app, which helps personal trainers find suitable clients in their region, now offers a range of additional services to support PTs in managing all aspects of their client relationships. According to the World Economic Forum, downloads of fitness apps grew by 46 per cent in the first half of 2020. With the UK facing the prospect of a second wave of Covid-19, and further regional lockdowns likely, the growth of digital fitness looks set to continue. The new version of Fitain offers trainers the ability to not only find, connect and communicate with clients but also manage client sessions, and it is free to manage up to three clients. For trainers managing more than three clients, Fitain costs 99p for the first month, and £9.99 a month after month one, with no contracts or tie-ins.
Fitain’s founder Lee Austin said: “The global pandemic has seen a seismic shift in the way people exercise. “With gyms closed and households on lockdown, people searched for new ways to keep fit at home, and having adapted their behaviour have now continued to workout in new ways. “Our app helps put trainers in touch with those seeking their services, then manage those relationships on the go.” Traditionally personal trainers have used a variety of apps and services (including paper diaries!) to manage their clients and sessions. This enables PTs to create client sessions, invite clients to attend, make notes and repeat and manage future sessions. Sessions can be either remote or inperson and can be seen and managed by both the client and the trainer. Research conducted by Kantar for Fitain in June highlighted that many UK adults had fallen into unhealthy habits
as a means of coping with the Covid-19 pandemic. These included snacking more (37 per cent), comfort eating (23 per cent) and drinking more alcohol than usual (22 per cent). Despite this, there were also some positives. More than a quarter (28 per cent) of respondents said they had more time to exercise, and 17 per cent had adapted where they exercised as a result of Covid-19. Fitain founder Lee Austin’s aim is to make fitness more accessible for those who struggle to get to a gym, or who are looking for a more personal, tailored approach to their fitness journey. The Fitain app now features personal trainers in all regions of the UK, as well as in some overseas countries. The app gives people a chance to find real-time training that is tailored specifically for them, without having to set foot in a gym.
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Advertiser’s announcement
THE GAME-CHANGING, COVID-SAFE WORKOUT FOR THE ‘NEW AGE’ OF FITNESS
By Tony Ali
FOR years the industry has been developing new ways to offer gym-goers exciting, productive, and time-efficient workouts to fit within their increasingly hectic schedules. However, since March there’s a new consideration for not only health and fitness enthusiasts but also responsible operators. Covid-19 is breeding a new set of challenges and expectations but with this comes great opportunity. As a brand, Freemotion has always done things differently, with a long and proud heritage of innovation. Constantly evolving and driving new product innovation and solutions for the global fitness sector. They have been first to market with a number of new product innovations such as cable-strength training, the world’s first road simulating bike and now a solution which is perfect for the
Tony Ali Covid world we have to operate in. FUSION Team Training combines power and metabolic training in a unique way that enables participants to build muscle and burn calories simultaneously and is a new, versatile
way to train members in a small group setting. Coaches can deliver high-energy, cardio-strength interval training sessions in one engaging group class. Additionally, operators don’t need to fit all of their members into one training mould since FUSION allows them to deliver specific and focussed sessions aimed at different demographics that are designed to achieve different user outcomes. Participants train on their own Freemotion Fusion CST (Cardio Strength Trainer) for the duration of the class. With no need to share equipment or wipe down multiple stations, users have peace of mind about their workout environment – allowing them to concentrate on the session without compromising their personal space. A perfect solution for hygieneconscious members. Furthermore, Freemotion has once again demonstrated its commitment to
making fitness more inclusive through the open design of the Fusion CST, which makes this one-of-a-kind machine wheelchair accessible and welcoming to users of all fitness levels. This means anyone and everyone can experience the physical, mental and social benefits of FUSION. Moreover, FUSION classes can be set up to ensure that social distancing regulations are met while allowing participants to experience the excitement of a small-group class, complete with the individualised attention of a trainer and the motivating energy of a team environment. Designed for all ages, abilities, and fitness levels, FUSION workouts allow participants to select their own resistance and intensity for a truly userdefined experience like no other. Elevate your facility with FUSION. Visit Freemotion Fitness n Tony Ali is the country manager UK at Freemotion Fitness.
Beyonce’s PT and EuropeActive co-founder among headliners FOLLOWING a successful debut event in 2019, Virtuagym’s FitNation is back and it will be available to stream online on Friday October 9 from 1pm to 4pm. Event participants from across the fitness industry can purchase tickets online and tune in to hear a line-up of guest speakers. Keynote speakers will be live-streamed directly from Virtuagym’s Amsterdam studio. At the end of a turbulent year for the fitness industry, FitNation aims to be an uplifting event, which tackles inspirational topics from expert speakers. With their virtual tickets, guests will be able to choose from multiple virtual workshops and pick and choose
between talks. The FitNation lineup includes talks from Sandy Macaskill, co-founder of Barry’s (formerly Barry’s Bootcamp), Marjolijn Meijer, co-founder of Trainmore and High Studios, Herman Rutgers, co-founder and ambassador
of EuropeActive, Mark Tuitert the Dutch Olympic gold medal winning speed skater, and an exclusive workout session with Mark Jenkins, personal trainer to Beyonce, P. Diddy and Mary J. Blige. Guests can expect to listen to an Olympian give a talk entitled
‘No Struggle, No Victory – Dealing with Dreams in a High Pressured Environment’, a tech philosopher tell them ‘How to Innovate and Disrupt the Fitness Industry’, and learn all about ‘Apple’s Impact on the Fitness Industry.’ There will also be a panel discussion with Herman Rutgers (president of EuropeActive) on the Deloitte and EuropeActive report on the effect Covid-19 will have on the future of fitness. FitNation’s talks and workshops will all be recorded and made available online for ticket-holders after the event. Discounted tickets are available now and can be purchased for 50 per cent off with the code FITNATION50. A standard ticket price costs $49.
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FRIDAY 26TH NOVEMBER 2021,
THE ATHENA,LEICESTER
We are so sad to announce that we have taken the difficult decision to cancel this year’s National Fitness Awards. All nominations for this year’s awards will be carried over to next year – and nominees will have the opportunity to update their nominations should they wish to ahead of the closing date. Nominations will remain open throughout the year closing on August 31 2021. Thank you for all your nominations and support and we look forward to celebrating your achievements in 2021. Thanks too to our sponsors for your continued loyalty and support.
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