ISSUE 1 I May 2020
WEEKLY
Issue 12
24 July 2020
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Strength training improves running, new study claims
page 3 University sports centre set to reopen page 6 Mikey adapts fitness programme to support children on hospital wards page 7
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Strength training improves running, new study claims NEW research has confirmed that prolonged-duration sport performance can be improved by as much as seven per cent through weight training and plyometrics. The findings are the strongest evidence to date debunking the myth that strength training is bad for long-distance running. The data comes from Banburybased Fitness Savvy and confirms that increased muscle mass may not be detrimental to running, as was previously thought. Despite the common belief that strength training hinders endurance sport, there has been a small selection of papers published in recent years which suggest a more positive link between weight training and running performance. The Fitness Savvy research team, headed by CEO Robin Young, utilised data from previously recorded 2km to 10km runs to solidify this link. The research suggests that strength training can increase time-trial performance by between two per cent and four per cent, boost running economy by between four per cent and seven per cent, and improve VO2 max by between five per cent and seven per cent through a combination of both muscular and neural changes that take place during weight training exercises and plyometrics. Jamie Edwards, sports scientist at Fitness Savvy, said: “This research is particularly notable as being the most up-to-date thorough investigation into the effects of strength training for endurance running performance, encapsulating the latest evidence available to draw practical conclusions for runners. “As an area typically neglected in research, this systematic review discusses the efficacy of differing strength training modalities on running performance and addresses popular myths held by many runners; all while underpinning the findings with informative and fascinating Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia.co.uk 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: Stewart Holt sth@scriptmedia.co.uk
www.workout-uk.co.uk
Everyone Active launches EVERYONE On Demand physiological knowledge”. Fitness Savvy undertook a systematic review of nine recent peer-reviewed studies published since 2002 to more closely analyse the relationship between strength training and endurance, and examine the effects on running performance. The research team only analysed studies using a control group to effectively venture deeper into areas that have previously been overlooked, such as various training protocols along with both neurological and muscular responses which provided greater insight into the small changes that can occur, and the larger, more notable results that these changes can facilitate within the body. Using the new data, the team concluded that runners may be able to witness improvements in performance by incorporating just two strength training sessions per week into their existing schedule, consisting of flexible options for sets, repetitions, and exercise type.
LEADING leisure operator Everyone Active is set to give away 500,000 free subscriptions to four market leading fitness apps. The package, called Everyone On Demand, includes access to WithU, Flex, EXi and Les Mills on Demand. The monthly app subscription fees total over £25 but Everyone Active is giving completely free access for the next 12 months to all current and new members. Everyone On Demand features: n WithU – More than 600 immersive workouts, led by world-class personal trainers, via audio coaching and a 3D avatar. n Flex – More than 1,000 workouts from a host of fantastic fitness brands including Jillian Michaels, Sleek Technique, SH1FT and Sweat Factor. n Les Mills on Demand – 800+ workouts from Les Mills market-leading GroupX programmes, including BODYPUMP, CXWORX and GRIT. n EXi – NHS approved, prescribed exercise programmes, tailored and tracked for peace of mind. EXi is the world’s first app to specifically target any combination of 20 long term health conditions including diabetes, heart disease, hypertension, depression and cancer. “We spent a long time researching apps and talking to partners to ensure we created a well-rounded offering which would appeal to as many of our members as possible,” saids Duncan Jefford, regional director, Everyone Active.
“We are confident we have an outstanding mix of workouts, including audio-coaching that members can benefit from both in and out of the gym, content led by fitness superstars like Jillian Michaels and the EXi app which takes excellent care of our new exercisers and special populations.” During lockdown the 190-site-strong operator pivoted quickly to create an on-demand package containing five apps which they offered for £9.99 a month. This temporary offer, designed to help members stay active while gyms were shut, enabled Everyone Active to maintain a relationship with their members and drive much needed revenue. 10,000 people took up the offer. Adapting to these new consumer fitness habits, Everyone Active proceeded to create a long-term on-demand solution which adds real value to the membership: “We don’t want anyone to have to make the choice between the gym and their favourite on-demand session, so we’ve launched Everyone On Demand, a package of market-leading fitness apps” Duncan added. “Every returning or new member will receive access to all of these apps, which collectively contain almost 2,500 workouts, at no extra cost – as part of the current membership fee. “Everyone On Demand is the most comprehensive on-demand collection offered by any operator and gives our members the ultimate flexibility when it comes to how and where to train.”
FIBO 2020 goes digital in October DUE to the serious consequences of the Covid-19 pandemic, FIBO 2020, the international trade show for fitness, wellness and health, which was to be held in Cologne from October 1-3, will now take place as a fully digital event. FIBO@business will bring together numerous international forums, congresses and other formats for trade visitors, including the online edition of the European Health and Fitness Forum. For private visitors, FIBO@home will offer a special virtual event format. The decision not to hold FIBO as a live event at the Cologne Exhibition Centre was made after numerous discussions with exhibitors and partners. Hans-Joachim Erbel, CEO of Reed Exhibitions Deutschland GmbH, said: “Together we had hoped that we would be able to get back on track with the
industry in October after the months of lockdown. “Unfortunately, this will not be the case due to the ongoing development of the pandemic and the uncertainty that this brings.” FIBO had already been postponed from its original April dates due to the outbreak of coronavirus. “Many of our exhibitors requested an alternative to the face to face live trade fair,” Hans-Joachim added. “With FIBO@business, our aim is to offer an event format that, especially in this extraordinary situation, will bring the industry together safely to provide the urgently needed impetus for a new start once the crisis eases.” The focus of FIBO@business will be on fitness, health, physiotherapy, prevention and corporate health
management. The global nature of FIBO will also be reflected in the digital trade show. The European Health and Fitness Forum will kick off on 30 September, which this year will be a hybrid event, online and on site with numerous top speakers. Other key partners of FIBO@business include the German University of Applied Sciences for Prevention and Health Management with its “Aufstiegskongress” and the Fittech Summit with top trends and future topics from the fitness and health industry. In the coming weeks, the FIBO team will be working tirelessly with customers and partners to jointly design the formats and the programme. More information will be online soon.
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Advertiser’s announcement
Keeping your members engaged with Mywellness – insights from operators STAYING connected is more important than ever. Wellness on the Go strategy allows fitness clubs to manage their members training at home. Mywellness allows operators to stay in touch with members. Launched in 2012, the digital platform allows trainers to connect, engage and coach members. We discuss with three different clubs the launch of a new Train at Home solution and discover how they are now connecting, coaching and engaging with more members than ever before. Mywellness is a cloud-based platform that has a variety of different functions available, which can be configured to the requirements of the business. Highly personalised, quick to activate and adaptable to compliment the clubs business model. Operators can offer training and coaching programmes to their customers remotely to maintain engagement and connection outside the facility. Pivoting towards digital Mywellness can be used in a variety of ways to enhance the member experience. Freedom Leisure, new to Mywellness, saw how quickly digital can be activated as well as the positive impact and response it had from members. “We knew we had to act fast,” said Barry Thomson, regional commercial manager. “The timeline between the initial discussion to the launch of Mywellness was 48 hours, which proves what can be achieved when everyone has an aligned goal and focus.” Not previously using the platform, the uptake was immense. In one week more than 4,225 Mywellness accounts were created, demonstrating how quickly clubs can
“Utilising Mywellness we continue to provide tailored guidance for our one-to-one clients, a variety of home workout options for all our members and more importantly, the opportunity to communicate to new members. “We can offer a professional online service to cater not only for members but for the whole community. “Mywellness could not have been any easier to personalise and match to our business. Thanks to the platform we are more connected than ever to all of our customer base.”
launch new services with the support of the platform. “Mywellness is an important part of our overall retention plan and will support our members in maintaining a healthy body and mind,” Barry added. “Naturally, we will continue developing as customer feedback is received and additional services added.” Enhancing the offering Many facilities already using Mywellness saw an opportunity to launch something new to members to tailor the way it works for them. CitySpace – The University of Sunderland saw Train at Home as an opportunity for an exciting new direction to use the trainers’ knowledge to create a variety of home workouts for students and members. “Train at Home and the Mywellness software has been an excellent resource,” said facilities manager Kevin Ludlow. “It has allowed our fitness team to continue working remotely and remain in contact with our current members, while also reaching out to new ones.
“We have been able to create content with innovative home workout ideas, as well as encourage direct communication between members and fitness professionals to prescribe personalised programmes based on each member’s goals, and the fitness equipment they have available at home.” Personalising the service To maintain on track to achieving fitness goals regular member trainer contact is crucial. Using Mywellness offers the ability to communicate with the member to provide motivation and continue to tailor the training programme. For private gym PLM, connecting to members outside the facility is important, so using the Coach and Prescribe features of Mywellness, trainers provide individual training programmes and have regular contact with the member for feedback. Managing director Phil Moss said: “We saw the need and the opportunity to connect and personalise the service to members outside the club.
Building a community As well as programmes, content and coaching, clubs have also created an environment where members can compete on challenges using Mywellness, which creates a community of motivated and engaged members. Freedom Leisure sees this as an opportunity to create challenges across all 104 sites, connecting people digitally while at home. Members are kept on their toes with creative challenges such as daily 1000 MOVEs, Freedom 5000, and the highest amount of MOVEs in a week. Community is important, with keeping members engaged, maintaining activity while at home and not losing the training habit. CitySpace – The University of Sunderland saw this could be achieved using the power of social media to expand their reach in promoting challenges and home workouts. Many operators have revolutionised Mywellness as a new way of engaging, connecting and coaching members using the Train at Home solution taking the customer experience to a whole new level. For more information please visit www.technogym.com/connect
TRAIN YOUR CUSTOMERS AT HOME
Provide your customers truly personalised and connected training experiences, wherever they are, and keep on coaching them also at home with MYWELLNESS DISCOVER MORE AT: www.technogym.com/connect
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University sports centre set to reopen IF EVER there was a time to join a gym, a fitness class or take up a sport, it’s now – that’s the massage from trainers at the University of Bradford’s Unique fitness centre, which reopens on Saturday. The centre is ‘match ready’, with a new social distancing layout, contactless booking system and cleaning stations to comply with the latest health and safety guidance. Located in the heart of the city, the centre boasts the kind of facilities most others would be envious of, including a climbing wall, indoor football court, 11-a side outdoor pitch, tennis and squash courts, fitness centre, indoor spin room and more. During lockdown, some of these have been off limits but others, such as the outdoor ‘pop up’ gym, tennis and fitness classes have been running for several weeks. From July 25, there will be a phased approach to the reopening of facilities, beginning with the gym and pool. Widespread research indicates physical
Daniel Fawcett activity can boost mental health, while the Government is urging people to improve their fitness in general during the current pandemic. Now instructors are keen to get the word out to the residents of Bradford –
and beyond – about what’s on offer. Sports centre manager Daniel Fawcett is enthusiastic about the possibilities for newcomers. He said: “During lockdown we have offered a lot of services not only to our member base but members of the community. “We opened our tennis courts towards the end of May, as that was approved by the government and we introduced personal training and outdoor fitness classes shortly after, which is free for members and for a small fee for others. “We’re keen to get the word out to people about the facilities we have here and the fact it’s really affordable compared to some other places. “For example, students pay £14.50 a month, which is very competitive, considering no other facility in the heart of the city has a 25m pool.” Qualified personal trainers and fitness instructors are also on hand to advise anyone who joins and the atmosphere is friendly and non-judgemental, in line
with the university’s wider policy on social inclusion. Daniel added: “We are not just a gym, we’re more of a sports and fitness complex because we have all these additional facilities. “A lot of people think that because we’re on campus it’s just for students and staff but we’re open to all. “It’s never too late to join a gym or start your fitness journey. I remember doing that myself at a time in my life when I was overweight and then seeing the difference it made not just physically but mentally and in terms of gaining confidence. “One thing we’ve seen during lockdown is an emphasis on people’s mental health. “Having a break from the home/life setting can work wonders. “Our mantra is you’re not striving for perfection, you are striving to be better than you were the previous day. We all have to start somewhere and I see this period as the perfect time for that.”
Getting your customers back post lockdown THERE’S great excitement amongst the customers of the health and fitness industry. The Government has eased lockdown and businesses are reopening. Some customers are raring to go; they’re knocking on your door already. Other customers are full of anxiety for their safety or have become disengaged – when it’s time to start the payments and come back… they simply won’t. So when they don’t come back, you’ll need a catalyst to encourage them to do so. The current Covid situation has some comparisons to Robin Dunbar’s number theory. His theory suggests there is a cognitive limit to the number of people with whom one can maintain stable social relationships and, as the number of people grow – it generally requires more interventions to maintain a stable, cohesive group. The comparison here is that the current Covid period and lockdown has disrupted the existing stable social relationships; so more intervention is required. The health and fitness industry uses a good range of catalysts such as financial incentives, freebies and provision of expertise to complement their facilities
Tony Lewis
and customer service. According to Tony Lewis, director of the sports science company sportsbehaviour, businesses shouldn’t overlook the psychosocial needs of its customers when trying to re-engage and encourage them back. Psychosocial applications relates to development and interaction with the social environment. There are generally four different types of people - direction action, happy radiant, conscientious dependable or clear analytical and they have different communication needs. Direct action types like communications to be direct, well structured and to the point. Information should be quickly and clearly delivered
but in sufficient detail not to allow them to jump to or come to wrong conclusions. They like facts so these should be included and they’ll turn off if you deliver the messages slowly or ramble. They’ll probably be content if you give them direct reassurances and demonstrate everything is ready and in place. Happy radiant types are strongly extroverted, positive and friendly. They are interested in social interaction and are often persuasive and inclusive. Communications should be delivered in a positive, open and enthusiastic way. They are happy with a more casual and informal style. They will respond better when references are made to their past successes and when they receive praise. They will benefit from a number of short contacts and the promise of safe, social interaction. Conscientious dependable types are inclusive and democratic. They focus on values and have a desire for understanding. Communications should be clear and logical. They should be delivered with supporting facts and devoid of too much dressing, flowering and unnecessary detail. They will probably be the ones that
will want to see for themselves what arrangements you have made. Clear analytical are generally introverted and want to know more about what’s going on around them. They like precision and need time to complete their desired analysis. Communications should be delivered sincerely and in a more serious than casual manner. They will need the detail, particularly as changes are being made. They will need time to consider and ask questions and will be the ones where seeing is believing. All types will have been missing the human nature part of interaction and businesses should consider this in the catalyst it chooses. Tailor the approach and make it personal. If you try something and it works; do more of the same. If you try something and it doesn’t work; do something different. sportsbehaviour personalised sports science profiles can be used as a catalyst to re-engage customers, putting them back in the health and fitness frame of mind – and it’s personal to them. sportsbehaviour can help businesses develop a strategy for getting customers back. hello@sportsbehaviour.com
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Mikey adapts fitness programme to support children on hospital wards A PERSONAL trainer from Tonbridge in Kent is on a mission this summer to bring fitness and fun to young children thanks to the BORN TO MOVE™ programme by Les Mills which helps inspire young people to fall in love with physical activity. Mikey Stevens, who works as the health and fitness manager at tmactive’s Larkfield Leisure Centre, recognised a real need to do more to support the youngsters at their facilities with a programme that was both entertaining and stimulating, and thanks to BORN TO MOVE, their new kids offering is set to feed their young appetites for action, movement and play. The BORN TO MOVE programme was introduced to tmactive just before the national lockdown was enforced, and so Mikey came up with a novel way to adapt the programme to ensure that those children who needed it most were able to benefit. “We were raring to go with BORN TO MOVE and our kids were so excited about it,” said Mikey. “When it became apparent that it just wasn’t going to be possible to deliver the in-person classes, we knew that there were elements of the programme that were just too good to miss out on. “And so, inspired by my wife’s work at Maidstone and Tunbridge Wells Trust and GOSH we rolled out a virtual offering of BORN TO MOVE to Great Ormond
Mikey Stevens, a personal trainer a tmactive’s Larkfield Leisure Centre. Street Hospital and the results have been has since been used in all departments of the hospital. heart-warming.” “The value that the programme has The children of Great Ormond bought both myself as a trainer, and Street were given the BORN TO MOVE these children is immeasurable,” Mikey programme free of charge, and it added. saw Mikey develop a virtual fun-filled “Life has been unimaginably tough adventure video that is now played out for these wonderful youngsters during on the hospital wards’ screens. Covid-19, and we just wanted to support Children are then able to follow the them through this time.“ routine as part of a class. Obviously I would have loved to have The video was initially trialled in the been able to deliver these sessions in GOSH cancer unit, and due to its success,
person, but at a time when visitations are restricted, a virtual offering and a bespoke video was the next best thing ‘All children should have a means by which to laugh, and play, and be silly, regardless as to their overall health and I felt compelled to help make this happen. “Sadly, some children in hospital don’t have the option to go out for a walk or even to move around while they receive treatment. The flexibility of the BORN TO MOVE programme means that everyone can achieve something during a session. “With the option of mindfulness and relaxation tracks as well, our hope is that for a short time at least, we can provide some positive therapy for children. All children respond so well to this programme, we can’t wait to bring it to life in our tmactive centres.” Martin Guyton, chief executive of Tonbridge and Malling Leisure Trust, added: “Our vision is to see more people be more active, more often, and one of our core values is to be innovative in our approach – so Les Mills is a fantastic partner for us. “We are thrilled to run their regular classes, and BORN TO MOVE is a very welcome addition for our younger members who are all excited by the prospect of taking part in these wonderful classes. “The interaction, imagination, excitement, learning and fun that goes into each session is amazing.”
In par tnership with
F R I DAY 2 7 T H N O V E M B E R , T H E AT H E N A , L E I C E S T E R
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