Workout - January 2021

ISSUE 323 January 2021 £3

Petition to lift ban on indoor group exercise in tier three gains support page 6

Celebrating 50 years of local leisure page 10

Experts reveal their hottest trends to watch out for page 18

Images: https://billybolton.com

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UK FITNESS SCENE

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Retention Convention goes virtual The all-female line-up of speakers for the 2020 Retention Convention included, from the left: Amanda Bracks, Gillian Reeves, Stacey Seward Vandiver and Marisa Hoff.

MORE than 1,700 industry professionals from 47 different countries joined Dr. Paul Bedford’s virtual Retention Convention, making it the sector’s largest online event of the year.

The documentary-style conference brought together speakers from around the world to discuss Building Communities.

Retention guru, Dr. Paul Bedford said: “I knew we couldn’t replicate the Retention Convention in its traditional way, so we didn’t try.

“The event was a mix of pre recorded and live material designed to be more like an extended webinar, with our fantastic speakers sharing their know-how on turning customers into communities.”

Paul played an emotive video from Magna Vitae, demonstrating how the trust had created a true, family-like community within its facilities.

He said as an industry we need to showcase this type of content more widely, to prove we are not just hard core training, but health care providers that contribute massively to society.

The convention was opened by award-winning Australian studio owner, Amanda Bracks’ session, ‘Making People Feel Like They Belong’.

Her top tips revolved around getting members to attend.

“For some people the gym is a place they go. For others it’s a place they belong. This is what you want,” she said.

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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Dr. Paul Bedford “Everything is about inclusivity and encouraging people to attend as much as possible.” énergie’s learning and development manager, Lauren Moate, shared her journey from énergie member to énergie employee in her session ‘Creating a community, not just a club’.

Lauren shared her Super Six tips, which included a world-class VIP welcome, every visit; daily dialogue with members to create a deep and meaningful relationship; every shift is showtime, put on your best performance; go tribal by promoting group exercise, as members that work together stay longer; yes, it’s personal, get to know each member so

you can deliver an experience on their terms and; until next time, find out when they’re back and start over again.

“When a member cancels, take it personally. They’re actually breaking up with you,” she said.

“If members aren’t getting good customer service it’s because you’re choosing not to give it to them.

“Embed this in your team as a non negotiable. This will create a community and that will make members stay.”

Gillian Reeves delivered a thoughtprovoking session around ‘Building Communities; the difference between Big Box and Boutique’.

Gillian, who now owns the Yoga Hub studio, was previously responsible for Virgin Active’s group exercise, as well as head of instructor development at EMD UK. She said: “I have a fascination with connection – what it is to have meaningful relationships that encourage and uplift others.

“How do you feel when you think about a good relationship you have with another person? This is how you want customers to feel when they come to you.

“Have you asked customers how they feel about their experience? Do you know their names? Why they come? It’s easy to set business values and a mission statement, but harder to live by if it doesn’t come from the heart.

“The people that succeed are those

with soft skills who can interact. Good community builders simply love people.”

The all-female cast for 2020 included Stacey Seward Vandiver, owner and CEO of US-based group fitness education and subscription brand, SoulBody Fitness, who showed videos of club owners to demonstrate ‘The Power of Community through Group Fitness’.

One advocate, Carrie Kepple, who is IHRSA chair and owner and CEO of Styles Studios, explained their ‘best of boutique’ concept, which sees four unique studios offering completely different experiences, all within one big club.

She said: “We’ve flipped the traditional model. We have a village of studios in one big space and classes are king. “ The gym floor is just a nice to have.

We use a lot of technology to make the member experience as frictionless as possible. All this helps us keep members engaged; they don’t have to go all over town to fulfil their exercise needs.”

Named one of IHRSA’s Women Who Inspire in 2019, Marisa Hoff didn’t disappoint as she talked about building communities through social media, stating the similarities in social media marketing across all industries.

“The key word in social media is social.

It’s not about selling, it’s a place for engagement and consistency is vital to success,” Marisa explained, as she worked through her three top tips, Recruit, Retain and Refer.

“In my time at Life Fitness, I’ve seen the industry change a great deal – none more so than this year.

“We’ve all felt the impact, but we’re as committed as ever to supporting our customers, and the team has been working incredibly hard to do so.

“Looking ahead into 2021, this commitment remains; we have a strong pipeline of new innovations coupled with an incredible team to further enhance the experience for our customers and their members, and I’m proud to be leading the UK business forwards.”

Florian Koestner, managing director – Europe Direct, said: “The UK remains a key territory for Life Fitness globally, and it’s important that we have the right people in place to build on the performance of the UK team.

“The coming months will not be without their challenges for the fitness sector, but with Craig’s knowledge of the business and the industry, combined with the strength of his relationships built up over more than a decade with Life Fitness, he is a fantastic appointment for the role.”

Life Fitness appoints UK country manager LIFE Fitness has announced the appointment of Craig Cocking as country manager for the UK, with immediate effect.

Craig, who had previously held the position of UK sales director since 2017, has been with Life Fitness for more than 13 years, joining as territory manager in 2007.

In that time, he has been promoted through various senior roles and, as part of the UK management team, has been instrumental in leading the UK business.

Prior to joining Life Fitness, Craig worked in education and was formerly head of sport at Doncaster College.

He succeeds Danny Oliver, who left the business last month following four years in the role.

“The UK is a hugely important market for Life Fitness, and it is an honour to become Country Manager,” Craig said

Roll of

HONOUR 2020 WO R KO U T M AG A Z I N E

Sharon Taylor, TRAFFORD LEISURE

“Sharon has gone above and beyond to help her work colleagues. She is a wonder woman.

She is a trusted ally for members of staff.”

Jamie Kirk,

DIAMOND FITNESS IN EDINBURGH

“Jamie has done an amazing job before, during and after lockdown to protect all of his clients, while at the same time keeping us exercising with live online sessions...”

Carol Wheeler,

OLDHAM COMMUNITY LEISURE

“Carol is a well-loved volunteer and member. She has helped inspire and motivate the most vulnerable members in the Oldham community to keep going.”

Mike Hind MBE,

MAS BODY GYM IN MIDDLESBROUGH

“Mike has shown appreciation for his local community by supporting and fundraising for vulnerable groups and individuals throughout the pandemic.”

Simon Stoskus,

BELIEVE AND ACHIEVE IN SHEFFIELD

“Even though facing his own challenges of losing hours, personal clients and the uncertainty of it all he has never stopped smiling and has continued to be there for all our clients.”

Stuart Wilkinson, SOUND DYNAMICS

“Stuart’s gone well above and beyond the call of duty this year and has been many peoples saviour as they feared the worse for their businesses.”

Paul Russell,

THE FITBOX IN BRACKNELL

“Paul gave up his own physique in order to fully appreciate and understand the mindset of someone who is physcially obese.”

Emma Leonard, R1DE IN BRIGHOUSE

“She constantly sets us new goals and checks how we are in our personal life.

She goes over and above to keep "team R1de" together.”

UK FITNESS SCENE

The chance to rebuild a sector that makes a difference to people’s health and wellbeing

By David Stalker

HAPPY New Year.

Following a year in which the pandemic overshadowed every aspect of our lives, I’m feeling optimistic about 2021. It won’t be without its challenges.

There’s no doubt that we will feel the effects of the economic downturn; people will have less disposable income and some clubs will be forced to closed.

Despite these difficulties, I do believe this is the year where we have the opportunity to rebuild a new sector that is more embedded in community and delivers a real difference to people’s health and wellbeing.

It’s going to be tough, but with hard work and determination I believe that by the close of 2021, the sector could be back to where it was at the end of 2019 in terms of market size.

But to succeed, we need a new offer that is both community and health driven.

We need to get much better at utilising data and providing evidence of our impact.

We also need to drive up the standards of our people.

Having spoken on more than 100 webinars last year, I know how enthusiastic the people working in our sector are.

But enthusiasm alone is not enough.

David Stalker We also need a highly trained workforce if we are to engage the large percentage of the population who don’t use our facilities.

Thanks to the pandemic, more people than ever have taken to the outdoors to exercise, while others have adopted digital solutions.

We’ve got to capture these people and attract them to our facilities by making it easy for them, embracing their chosen form of activity – indoors and out – and rewarding them for their efforts.

This, in my opinion, is where the sector has failed to date.

And let’s not forget about Brexit, which I also believe presents opportunities for our sector.

None of us know how this will pan out, but it’s likely that many people will holiday at home this year giving us the chance to get a bigger slice of the leisure pound.

Now is our time. We have a unique opportunity to rebuild a sector that we can truly be proud of.

One that is evidenced-based, delivers genuine value and is respected by the

medical community.

If we get 2021 right and become a health delivery partner, we may well achieve that long-held desire of VAT reduction on fitness services and gym fees.

Now what a fantastic way to end the year that would be. n David Stalker is the CEO – EMEA at Myzone.

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UK FITNESS SCENE

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Petition to lift ban on indoor group exercise in tier three gains support GROUP exercise instructors across the country are calling on the Government to lift the ban on indoor group exercise in tier three areas.

They argue that not only are freelance instructors’ livelihoods at stake, but the health of the nation is at risk.

A petition started by Suzanne O’Hara, a fitness instructor based in Greater Manchester, has now gained more than 17,000 signatures.

The petition asks for group exercise classes to continue in tier three, noting that gyms and health clubs are allowed to remain open.

She said: “I started the petition because I believe passionately that access to group fitness/studio-based classes is necessary for many peoples mental and physical health.

“I believe that we are able to create an environment safer than many other industries which have been allowed to remain open in tier three locations.

“Our classes have changed drastically due to Covid-19 and even when open and running at full capacity the virus has meant our classes have to be altered and the service we are delivering is not the same.

“Our customers are understanding of this but with no classes at all is difficult for us to continue to motivate these customers to remain invested with us.

“Tier three restrictions have meant we have been able to reopen at around 60 per cent capacity, we are lucky that our work with under 18s has been able to continue but our adult classes are vital not only to our income but also to the environment we create within our business.

“Without our adult classes resuming we are not the same business we

were before. My concern is that many adults’ mental and physical health is deteriorating as a result of not having access to these classes.

“For many it was their only opportunity to socialise outside of their home and many are left frustrated that they can go shopping but aren’t able to attend their classes with numerous Covid-secure measures in place.

“Business owners in our industry are often forgotten and many are self-employed. Our businesses rely on retention of our customer base and the longer we aren’t allowed to offer our services the less likely it is we will retain those customers.”

EMD UK, the national governing body for group exercise, has now pledged its support to the campaign which they deem ‘critical to the nation’s health’.

Prior to the second national lockdown, group exercise classes were allowed to continue across all tiers.

Group exercise instructors across the country were running Covid-19 secure classes, allowing many communities to access the many physical, mental, and social benefits in a safe environment.

These classes were able to continue due to guidance and support from EMD UK, who wrote the sector’s Return to Play guidelines.

The guidelines define how group exercise classes can be run in a Covid-19 secure manner, including increased social distancing, reduced class numbers, and timetable changes to account for more cleaning and hygiene breaks.

EMD UK’s Return to Play guidelines have been accessed by more than 9,000 instructors across the country and were signed off for use by both Sport England and the Government’s Department for

Digital, Culture, Media, and Sport.

EMD UK was, therefore, ‘baffled’ when indoor group exercise classes were banned in tier three when they had previously been exempt from closure.

Sue Wilkie, head of instructor development for EMD UK, said: “Having proven that group exercise is a Covid-19 secure activity and with increased measures both before and after classes, it is baffling that the Government has decided to revoke indoor group exercise classes in tier three.

“Currently, more than 40 per cent of the English population is in a tier three area, which means many of the communities who enjoy group exercise classes cannot attend their classes.

“Additionally, thousands of group exercise instructors are now facing their hardest year yet, where some don’t know if they’ll have a business going into 2021 or how they will pay their next set of bills.”

According to Sport England’s Active Lives survey, group exercise is the third most popular activity in England, with only walking for transport and walking for leisure above it.

Nearly five million people in England took part in group exercise classes every week prior to the pandemic, with 11 million taking part every month.

With the activity predominantly attracting a female audience and one million more older adults taking up group exercise classes between 2016 and 2018, these two groups are being disproportionately affected by the ban of indoor group exercise in tier three.

Although there are options for instructors to stream their classes online, technology can be a barrier, especially for older adults.

Instructor Wendy knows this first-hand: “At the moment I am unable to teach as the class are elderly so half of them do not have email or even a computer let alone Zoom,” she said. “I have therefore lost all my income.”

In a recent survey of group exercise instructors, EMD UK found that loss of participants was one of the main changes in their career.

They cited that the loss was mainly from older adults who did not have the technology or knowledge to access an online platform.

Instructors also noted that the number of celebrities who offered free classes during the pandemic had affected their class numbers and income.

In a recent joint statement from industry bodies, EMD UK, ukactive, CIMSPA, and Les Mills, Martin Franklin (Les Mills Europe CEO), added: “The decision to exclude this key activity for the health and wellbeing of the highly qualified and skilled instructors and the passionate and committed class participants defies belief when this context is considered.

“The data is clear and shows that group exercise plays a fundamental part in the nations’ recovery from Covid-19, both physically and mentally.

“At Les Mills, we are dedicated to creating a fitter planet for all and this must represent accessible and inclusive exercise.”

With the petition reaching more than the threshold of 10,000, the Government must now respond.

100,000 will trigger a Parliamentary discussion.

You can add your signature to the petition here: https://petition. parliament.uk/petitions/555618

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UK FITNESS SCENE

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Celebrating 50 years of local leisure BASINGSTOKE Sports Trust has, like many, had an extremely difficult year but comes out of lockdown celebrating the 50th Birthday of Basingstoke Sports Centre at Festival Place.

The charity first opened the sports centre doors to local communities in 1970 with the auspicious opening ceremony being performed by nonother than His Royal Highness The Prince Philip, Duke of Edinburgh, accompanied by his young son, His Royal Highness Prince Charles, Prince of Wales.

Since that time, there have been tens of millions of visits to Basingstoke Sports Centre for a whole variety of sport and leisure activities, including the Swim School that has taught more than 20,000 children to swim.

Additionally, the Trust provides a wide programme of health and wellbeing programmes such as cardiac and cancer rehab, falls prevention and Parkinson’s.

While the pandemic has temporarily halted these, they’re due to restart in the New Year.

In 2015 the Trust opened a second site in Newbury and between then and 2020 there have been more than five-and-a-half million visits.

While a large number of these were to swim, gym and take part in group exercise, there was also nearly 50,000 health and wellbeing visits.

Given the restrictions currently in place, a more practical celebration is planned to be held for customers and members in the early part of next year.

For new customers, however, the Trust is launching a 50 days for £50 offer to mark this very special birthday.

Martyn Frost, chairman of the trustees, said: “The Trust is an amazing place to be and this is due to both the staff we have and the customers that use our facilities.

“It’s been an incredibly difficult year and so it’s refreshing to be able to

celebrate something so positive. 50 years is a truly incredible milestone.”

Chief executive James Starbuck added: “As with most businesses, we’ve been hit hard during the pandemic. As a charity that relies solely on customer support, we’ve found the last eight months extremely challenging and have had to make sad and difficult decisions.

“However, with the news that a

vaccination programme is imminent, Christmas just ahead of us, being able to celebrate 50 years of providing sport, leisure and wellbeing for our local communities provides some much-needed positivity.

“We look forward to welcoming all customers, new and old, and send them our very best wishes for a healthy and happy Christmas and a far better 2021.”

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UK FITNESS SCENE

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Advertiser’s announcement

Versatile vitality with Power Plate OVER the last nine months, Power Plate has shown its versatility, supporting a wide range of sectors, facilities and demographics including; at home, health and fitness, elite sports, corporate, care homes and more.

In particular, bridging the divide between fitness and healthcare, the newly formed partnership between Power Plate and Berkley Care Group is a huge leap forward in terms of integrating exercise as part of a wider wellness movement for the aging population.

According to ukactive, inactivity levels generally increase with age, with the sharpest increase coming at the age of 75, when almost half of all adults are classed as inactive.

Concerned about ensuring safety for all in clubs and other facilities, Power Plate wants to make it easier for clubs to create trust and drive adherence.

Davide Ferreira, commercial key accounts sales manager at Power Plate, said: “Everyone Active in Porchester is a great example of how the industry can

Davide Ferreira

widen its reach and offer health and wellness to suit every need.

“With three floors of fitness equipment each containing a Power Plate, Porchester dedicates a whole floor to their active aging community, providing a safe and secure environment for this population to stay healthy.”

When the world changed overnight back in March, Power Plate levelled up to support its customers with operations, and member solutions.

As studios and fitness facilities were keen to deliver classes digitally and fast, Power Plate allowed members to carry

on their weekly workouts, live on social media and on-demand via the app.

With commercial clubs closing for a second time, albeit a shorter duration, Power Plate has stepped up to support operators and their members once more.

The Smarter, Shorter, Safer campaign encourages engagement, health integration and diversity to help facilities stay relevant, drive satisfaction and operate with ease.

To facilitate gyms of all shapes and sizes, Power Plate is now running a limited time Trade in Trade up initiative so that health clubs can upgrade their

older models to a new premium Matte Black version, driving value by adding a vibration training area for existing and emerging exercise environments, such as health clubs, hospitality, healthcare, corporate fitness, and performance facilities.

Whatever the requirements, Power Plate has a solution that will increase engagement levels, promote PT sessions and provide members with a more personal fitness experience.

For more information contact sales@powerplate.com, call 0207 317 5000 or visit daretobe.powerplate.com/

Advertiser’s announcement

Mental health platform to benefit industry THE UK Fitness industry is set to benefit from a much needed mental health platform.

MH1 was created by LFX founder Graeme Hinde in collaboration with Matrix Fitness, after a need for an easy to use mental health resource was established.

MH1 is a movement that will enable industry professionals to collaborate, share success stories and come together to raise industry standards in this important area.

It will comprise of three elements: n A suite of campaign materials to be made free to fitness operators and individuals. The campaign will be simple

and designed to work across different platforms. n Two communities, one on Facebook and the other on LinkedIn. Both providing the opportunity for community members to share ideas and resources. n A Mental Health PARQ which is currently under development with clinical colleagues from the NHS. The final version will include guidance notes and useful tips and tools and will be made free to operators and individuals across the UK fitness industry.

Mental health is central to the fitness industry so for Graeme it was obvious the industry would benefit greatly from the resource.

He said: “The impact of exercise on mental health is used regularly as a bullet point on a list of positives but it’s much bigger than that.

“Everything we do in terms of physical activity starts and ends in our minds.

“Ultimately the plan is for the industry to have a resource that informs and educates, thus raising industry standards in this important area.”

MH1’s Linkedin and Facebook communities will make it easy for people from all areas of the industry to get involved. MH1 isn’t reserved for CEOs and managing directors – fitness

MH1 founder Graeme Hinde instructors and colleagues working on the gym floor are just as important.

Graeme added: “The whole idea with MH1 is to provide a movement which benefits everyone who works in the fitness industry.

“The ultimate goal is for us all to talk a different language and to adopt a new way of thinking about health and fitness.

“These are dark times and as an industry we must come together, put egos to one side and focus on colleagues who are struggling.

“We have to start from within and creatively support those who are under pressure through no fault of their own.” www.facebook,com/LFXNetwork or www.mylfx.com

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UK FITNESS SCENE

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Advertiser’s announcement

Ensuring you come back stronger than ever

By Jenny Patrickson THERE’S no denying that 2020 was a turbulent year for our industry, but with a new year comes new beginnings and opportunities and I, for one, feel hopeful about what lies ahead both at Active IQ and for the industry as a whole.

Despite everything we have faced, one thing that remains prevalent throughout is the commitment of operators, instructors and trainers to do their level best to keep members engaged in activity, with many going on-line to meet the shift in consumer demand.

Online fitness has been a saving grace, yet I was delighted to see the Leisurenet survey results at the end of last year show consumer confidence in returning to facilities is extremely high.

Well over three quarters (76.34 per cent) of members questioned said they will return immediately when the doors to their health club or leisure centre are open.

The survey was completed by a total of 33,544 people, so it’s fantastic to see the appetite and passion people have for fitness.

Respondents also demonstrated faith in their operator’s ability to keep them safe while exercising, with more than 69 per cent of those who returned between July and November expressing great confidence in their facility’s Covid related systems, processes and practices.

That is testament to the care and attention taken to address people’s concerns and implement guidelines.

Jenny Patrickson The survey also highlighted the value of colleagues, with 66 per cent rating the friendliness of staff as very important and 63 per cent stating the support and guidance of the fitness and group exercise team is very important.

What this survey demonstrates is how much members value the staff who work at their local leisure facility.

It proves once again that soft skills, such as being friendly and approachable, are equally important for PTs and instructors as their knowledge and guidance in an exercise and wellness setting.

The majority of society craves human interaction and Covid-19 has been a salutary reminder of this within

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communities.

Many were left feeling lonely as a result of the lockdowns.

Our leisure centres and gyms provide a vital community spirit for many.

The New Year always heralds a fresh commitment to go the gym and set new fitness goals and 2021 will be no different except perhaps people will really appreciate the chance to exercise in a leisure centre setting.

However, it’s not just about ensuring our members feel confident to return.

It would be remiss of us to forget the crucial role our teams and staff play too in bringing that community together.

I urge operators to ensure their staff feel happy and confident as they return in the New Year to ensure everyone can come back stronger. n Jenny Patrickson is the managing director at Active IQ.

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UK FITNESS SCENE

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Advertiser’s announcement

Hyndburn Leisure launch hybrid model powered by Technogym Mywellness IN LINE with the mission of Hyndburn Leisure “Better Leisure, Better Culture, Better Lives” they have recently launched a hybrid membership model to offer all members an exciting range of home workout options and maintain engagement with the local community.

We interviewed Linda Horsfield, head of health and wellbeing, to discover more about offering new digital content to all members and how personalising this for community groups has helped provide fitness connections and pathways during the lockdown.

Developing the digital offering “We’ve had a long-standing partnership with Technogym and have been using Mywellness to encourage physical activity tracking both in the gym and outdoor.

“We have been discussing an advancement to a more digitally focused membership for a while and with the second UK lockdown, it highlighted the importance of connection and as a result, digital became a top priority, so we accelerated our plans.”

Moving to a hybrid model Hyndburn initially launched On-Demand classes to all members using Technogym Live and On-Demand and providing a two-tiered payment structured to entice and engage members with the new virtual classes.

“We decided to offer a two-tiered approach to the digital membership, level one Silver which is free and already available to members which included indoor and outdoor activity tracking, club challenges and is now enhanced including tasters of the On-Demand classes.

“The second tier is Diamond which

weight management advice as well as accessing low-level bespoke exercises On-Demand fitness content.”

is £5.99 per month with unlimited access to Live and On-Demand classes and includes a wider variety and more advanced club challenges.

“This new hybrid model allows us to offer something for everyone, with over 100 On-Demand classes already in Mywellness, plus the 10 live classes a week we offer members have plenty of choice. Live classes are delivered by our group exercise team and the OnDemand classes also include technique classes and tutorials.

“Taking a tiered approach meant we can drive engagement from the Silver level giving members the option to access more benefits and features when upgraded to Diamond. Doing this we fully support all our members by

providing digital content that supports them with their fitness goals.”

Join the fight for fitness “We run many community programs and Live and On-Demand has become pivotal to continuing these programs during the lockdown.

“One of these programs includes members on our Active Lifestyle program; which is a GP referral scheme for inactive people with one or more health conditions, supported by the health activator for exercise and weight management health and nutrition.

“Using Live and On-Demand facilitates the continuation of this program during lockdown with participants joining live streaming sessions on nutritional topics,

Providing the platform for challenges Reaching all members is a key and one of the clusters included young adults which Hyndburn uses Mywellness to keep the students active during the lockdown.

“It is known that physical activity substantially decreases once children leave school, the local sixth form students have access to the gym but during the lockdown, we have been hosting dedicated challenges through Mywellness as well as access to the Live and On-Demand content.

“The uptake has been tremendous as it has created some healthy competition between the students and teaches competing to collect Moves. Challenges including Fit 2020 which challenges the students to complete two of the Live and On-Demand classes per week until the end of 2020.

“With the support of Mywellness, we have been able to continue to provide the means for which these young adults can stay active in a fun and engaging way during the lockdown.”

Key learnings “We have seen from the past few months how well the team has become experts with digital and transformed as a business to a hybrid model to offer fitness and health interventions for the community.

“Live and On-Demand has also shown us that we adapt to change very well and with the support and guidance of Technogym we can offer something for everyone.”

Visit www.technogym.com/workout or call 01344 300236.

LIVE & ON-DEMAND CLASSES ALWAYS WITH YOU

Deliver unparalleled training experiences by streaming Live & On-Demand classes to your community. Your customers can now perform their favourite classes anywhere, anytime with MYWELLNESS APP 5.0.

It’s streaming - Your way.

DISCOVER MORE AT: www.technogym.com/workout

18

NEW FOR 2021

As another year draws to a close, experts in the fitness industry have been predicting their biggest trends to watch out for in 2021. Workout rounds up some of the hottest topics you need to be thinking about next year.

Experts reveal their hottest trends to watch out for ...

Tony Ali

IN 2021, expect storytelling to become a key trend among fitness content creators and connected fitness providers to engage exercisers and gym-goers.

Nowadays – more so than ever because of the pandemic – we seek connection with people via social media and other apps/platforms.

This means that making that leap to connect with virtual/online coaches isn’t as much of a stretch as it might once have been. But it’s still not quite the same as seeing a coach face-to-face.

Storytelling is what injects that ‘human’ element into coach-led digital content and what makes the whole experience feel more personal and authentic – going beyond just a workout.

According to Anastasia Dyakovskaya of NewsCred: “The right kind of storytelling has the potential to inspire and motivate, drive people to perform their best, and build close-knit communities of likeminded enthusiasts.”

A number of leisure industries – theme parks, visitor attractions, and tourism in particular – are great at using storytelling to entice people to their destinations and attractions.

The fitness industry is now catching on and ready to use this technique to enhance the engagement, retention, and lifetime value of members.

When fitness content has storytelling at its heart, like that provided by iFit – the leading on-demand fitness streaming platform that powers the new Freemotion 22 SERIES cardio line – the on-screen coaches aren’t just giving instructions; they’re sharing interesting information about the workout locations and their history, while genuinely interacting with their environment. iFit coaches do all of this and more, even going as far as saying “hello” to locals as they run, walk or cycle their routes.

Quality storytelling also involves the on-screen coaches sharing glimpses into their personal lives; in short, mimicking

those true-to-life interactions that build deeper connections.

Just like a good book encourages you to read chapter after chapter, or a great Netflix documentary causes you to binge-watch the whole series, storytelling in fitness content is what encourages you to return to the gym time after time for the next stage of a workout or progression in a workout series.

Although storytelling is something very subtle, it’s important for operators to think about when choosing a connected fitness solution – and is something that will become a key consideration in 2021 and beyond, as people continue to recognise that not all fitness content is equal.

Tony Ali, Country Manager UK, Freemotion Fitness

increasingly focused on holistic (allround) wellbeing, PTs can expand their businesses into new areas to support clients’ physical and mental wellbeing.

As well as offering online PT and group classes, hybrid PTs could also provide online coaching, wellbeing support, nutrition advice, mindfulness sessions, and more – reaching larger audiences, enhancing client engagement, and generating higher revenues through the power of the internet and social platforms.

The word hybrid is not going anywhere in 2021, and it will be interesting to see how the role of a hybrid PT continues to evolve.

Darren Doak, national field manager, The Training Room

tech start to share in the lifestyle wallet, expect the skilled workers from those industries to crossover as well.

We are in blended times and we will see a rise in talent being brought in from outside the physical activity sector, as operators search for the people that can help them transition into the ‘phygital’ age, offering both a physical and digital presence/service.

Emma Barry, co-founder , Good Soul Hunting Justin Rogers

Emma Barry

Darren Doak

THE hybrid gym model has grabbed much of the attention during the pandemic, as many operators have transitioned from a purely physical service to a physical and digital service – entering the ‘phygital’ world.

What hasn’t been mentioned so much is the birth of the hybrid personal trainer – a by-product of the temporary gyms closures and hybrid model.

The hybrid PT mixes together physical and online training; something that has become necessary to survive now and thrive in the future.

As people have become accustomed to working out digitally and at home, this new category of fitness professional will continue to grow in 2021 and, most likely, diversify.

Just like traditional PTs, there will be different levels of hybrid PT, from those that are ‘all-in’ to those who offer digital services as extras to their offline coaching.

Mixing online services with face-toface, in-person services will continue to open up new doors for hybrid PTs, too. With today’s consumers becoming

AS A result of the pandemic, which has accelerated the technological growth of the industry by years, we are witnessing the equivalent rise of new roles to support the speed of change and the shift in focus in such roles as media directors, content creators, video producers, growth marketers, brand partnership executives, fitness influencers, programming specialists, and digital leaders.

Operators are hiring professionals with these specific skills to implement the ever expanding ecosystem of the club footprint to engage members wherever they are.

In 2021, it’s clear that every operator needs to take a position on how they will support these ‘connected’ models, for their members and what other partnerships they’ll rely on to deliver them.

Therefore, the fitness leaders and management teams from 2021 onwards must be more digitally minded and techsavvy and employ not only passionate people but those who have the skill sets to explosively grow their impact.

Also, as we see adjacent industries like athleisure, retail, nutrition, and big

WHAT lockdown and working from home has proven, is that collectively, posture and form is one of the biggest health concerns for our population.

With less movement, more couchtime and terrible working from home office-setups, we need our movement and wellbeing regime to help limit the damage we cause.

Online GPs existed before coronavirus hit but again their development has been accelerated by the pandemic.

In fact, telemedicine has developed beyond GP surgeries and we’re seeing the wellness industry also benefiting from this shift though services like online physiotherapy and other clinical care disciplines.

Going into 2021 we are going to see more people want to take care of their posture and form as they continue to work from home and we will see a rise in telemedicine services to help members achieve this.

At Ten Health & Fitness we remain the first boutique studio to bridge the gap between the exercise and medical sector.

We offer a range of services either digitally or in studio from group exercise classes and personal training through to physiotherapy, exercise rehabilitation and Clinical Exercise Prescription.

We’ve also pivoted to a fully blended offer, whereby our health and wellbeing services are available both in studio or via virtual.

Continued on page 19

NEW FOR 2021 From LIVE workouts and On-Demand fitness programmes to virtual physio assessments and clinical consultations.

As well as having the top Reformer Pilates classes and trainers in the capital, we also have a specialist team of physios, massage therapists and clinical specialists, all of which help customers gain strength and fitness in the safest, most sustainable and mindful way.

Justin Rogers, creative director , Ten Health & Fitness Zoe Bertali

WE strongly believe that the future of virtual fitness lies in augmented reality.

That’s why we’ve created a fitness offering unlike anything else on the market.

ALFI is our ‘Avatar Led Fitness Instructor’ which makes for the most visually appealing, and movementfocused PT ever experienced in this space.

We wanted to build a future-proof online studio that would bring our The Refinery E9 bricks-and-mortar operation to a wider audience in an accessible manner.

We set out to re-imagine how a yoga and fitness app could work in the virtual space, and so we created the Refine with ALFI app using motion capture and augmented-reality technology via the Unity gaming engine; which overlays digital content in the form of a fitness instructor onto the physical world — as if they’re actually there with you, in your own space.

The technology ALFI uses puts personalisation at the heart of the user experience – we can create bespoke user led classes in seconds, compared to scrolling through hundreds of videos.

It also enables the user to move around the room and the avatar in 360 degrees.

In addition we have tokenisation to encourage participation and engagement.

Every time users complete a class, they earn tokens that can be redeemed against accessories and outfits for ALFI, gift classes to friends or even given to charity.

We support the MIND charity, as we believe in the principle of ‘it’s what is inside that counts’ which further incentivises users to stay on track during their fitness journey.

Zoe Bertali, co-founder, The Refine with ALFI app Carron Manning

In 2021 I believe we will see improved confidence and a greater uplift in exercise being given on prescription.

Movement is the miracle cure and provided it’s safely prescribed and monitored, it can massively and positively impact the health of people with long term health conditions and sedentary lifestyles.

The management of people with chronic conditions accounts for 70 per cent of the annual NHS budget and 50 per cent of GP appointments.

In its 2015 report the Academy of Medical Royal Colleges pointed to exercise as being the “miracle cure” for a host of diseases, stating that: “the health improvements with physical activity are often greater than many drugs.”

However, The Royal College of GPs said its members would need more resources if they were to advise patients on getting active.

Now with EXi we have created that solution for GPs and operators running GP referral schemes.

EXi is the first exercise prescriptionbased app taking into account 23 chronic health conditions. It is already NHS-Approved and backed by Sport England.

I believe 2021 will see GPs and health care professionals prescribing exercise giving leisure operators a great opportunity to use EXi in support of their face-to-face work to drive significant systemic and behavioural change among members.

Carron Manning, EXi founder and chartered physiotherapist

19 James Clack

Phil Horton

EMS is already one of the fastest growing sectors of the fitness industry and is set to take off in 2021.

It is also one of the safest, which was highlighted during the coronavirus pandemic.

Just one, non-contact 20-minute EMS session per week is all that’s needed and, as workouts are 1-1 or 1-2 with a trainer, the coronavirus exposure risk is especially low. miha bodytec’s EMS training machines are also fully portable, enabling PTs to travel to and train clients in the comfort of their own home or garden.

EMS studios saw a significant increase in memberships in the latter half of 2020; and people wanting to train with EMSqualified PTs is rising too.

As more people realise how Covidsecure it is, and the effectiveness and time-efficiency of EMS workouts, we expect memberships and individuals seeking PT training to grow even more in 2021.

Phil Horton, country director, miha bodytec EMS providers

COVID-19 shut pretty much everything and we were thrust into a virtual world faster than we probably anticipated.

This obviously raised the profile of not just the digital or streamed workout but also consumption of education for fitness professionals.

We’re just scratching the surface of this growing virtual world but this trend is going to escalate rapidly from here on in.

Pre-Covid, there were an estimated 72.4 million mobile devices with 50.1 per cent of all mobile web traffic coming from Apple iOS devices.

At that point only 28 per cent of 16-64 year olds reportedly used mobile devices for health and fitness.

However, Covid and the launch of Apple Fitness+ will see a huge increase in this number.

Rightly, a large number of online workout providers are nervous or maybe threatened by the launch but I think this will create a greater level of research, development and investment from other similar services to create a really competitive market place and ultimately choice for consumers.

Covid has raised the profile of outdoor fitness and the importance of communities for like-minded people – we’re a tribal species after all.

Therefore, the integration of outdoor fitness and technology and apps to create communities has huge potential.

With an increased uptake of virtual and streamed workouts that integrate with wearables, I still think blockchain technology that enables end users to take ownership of their data and make it work for them and reward them for their efforts is largely untapped.

James Clack, head of digital learning, Active IQ Eamon Lloyd

Ian Mullane 2020 was a year of defensive if not survival actions.

From pandemic closures to the accelerated arrival of digital competitors, operators were challenged continuously.

2021 will see the pandemic ease, but its effects will be felt throughout, as focus moves to re-building membership bases and re-establishing engagement with customers.

Operators will want to build increased resilience in their business, and this will come from working smarter with data to provide forward-looking visibility in areas such as retention and cash flow.

A continued pursuit of digital product delivery will be inevitable.

In the majority, these efforts will be a distraction at a time when the consumer is looking to re-engage with a brick and mortar relationship.

Resources would be better spent developing more robust and automated member engagement efforts and refining sales activities to increase conversion.

At some stage, it may seem the sector is returning to what it was pre-Covid, but that would be a mistake.

2020 accelerated the inevitable digital onslaught that while its pace may slow in 2021, it is no more than pause for breath.

Ian Mullane, founder and CEO, Keepme

Harry Aitken HOME gym equipment purchasing surged in 2020, with lockdown restrictions forcing people to workout at home or with their own equipment in a local park.

Fitness enthusiasts have kitted themselves out with equipment to use when gyms were closed, finding innovative ways to train and new equipment providers to buy from.

Gym memberships have been cancelled and the money has been used to buy gymnastic rings, Parallettes, dumbbells etc.

I think 2021 will see the continuation of park and at-home workouts. I believe more people will value training outside using their own equipment, than in the gym.

2020 gave people a considerable amount of time to find their new fitness groove and discover what works best for them.

While some gym-goers will eagerly return to the rack I think many will continue cycling, running and training outside or at home using equipment they purchased in 2020.

Harry Aitken, master trainer, Auster Fitness

2020 has taught us that fitness routines will never be the same again.

The days of always visiting the same studio every lunchtime are gone, as consumers are increasingly personalising their fitness routine.

At Gympass we facilitate access to fitness and wellness services via bricks and mortar facilities, live classes, partner well-being apps as well as 1 to 1 virtual personal training.

Throughout 2020 we have seen the variety in types of services accessed increase 10-fold and expect this trend to continue throughout 2021 and beyond.

Consumers are looking for experiences that fit within their changing work-life patterns and comfort levels.

We believe that this is best achieved through omnichannel delivery – being able to provide well-being services in a more flexible way is crucial to supporting the health of the population.

The fitness and wellness industry must recognise the importance of delivering omnichannel experiences if they want to engage with tomorrow’s consumer.

Eamon Lloyd, head of partnerships for UK, Ireland and Netherlands, Gympass

NEW FOR 2021

20 Continued from page 19

Richard Sheen IF 2020 has taught anything it’s that we are wanting to be more connected than ever before.

The area of fitness connectivity has been developing at a rate of knots over the last five years and Covid-19 has shown us how important it is that operators, suppliers and member products communicate with each other to provide the best service, functionality and operational data.

Heading into 2021, we are going to see further growth within this area and the digital space.

Which is why we are delighted to be launching our new app TRAKK to market.

The app has been designed to support further engagement between members and the operators by connecting wearables/mobile devices with all aspects of access control, payments, interaction with equipment, bookings and much more to aid retention and increase secondary spend angles.

Operators now more than ever before want to know what members are doing at all times.

Another huge area for growth we see here at Pulse Fitness will be more gym’s having specialist areas and equipment within the gym to deal with long term Covid and the aftermath of those catching the virus.

Physiotherapy wards in hospitals can only go so far, and we see there being a huge trend and opportunity for rehabilitation to be pushed into the fitness and leisure sectors.

Richard Sheen, commercial sales director, Pulse Fitness Paul Ferris

GOING into 2021, we need to remember the importance of community now more than ever before.

Many members would’ve been left feeling lonely and isolated in 2020 and we need to build up confidence once again.

The role of group exercise and the power of the gym community will be

huge going into 2021 One particular part of our community we need to be focusing on in 2021 is supporting those with obesity.

The pandemic has already shown that those with a higher BMI are more likely to be affected by Covid-19 and recent research has suggested that those who are overweight are twice as likely to end up in hospital as a result of catching Covid-19.

This presents a huge opportunity for operators to provide structured solutions to these specific concerns.

As an industry we have a duty of care to help this demographic get fitter and healthier by adapting our programmes and removing barriers to participation.

So I expect to see more dedicated programmes on the market in 2021.

Paul Ferris, CEO, Speedflex

with consumers saying the mental health and stress-busting benefits of these workouts are just as important as improving their fitness.

Martin Franklin, CEO, Les Mills Europe Alessandra Bessler

THE fitness industry has always been full of trends, from the rise of fitness influencers to wearable tech monitoring our workouts, and 2021 is set to be a fitness year like no other.

Gone are the days of fitness fads, with the usual twists on basic fitness principles; 2021 is going to be focused on practical solutions to keep fit and healthy.

Martin Franklin WITH uncertainty and anxiety levels soaring, in 2021 expect to see a resurgence in workouts that incorporate mindfulness and boost mental health.

Yoga is on the rise, with more than 10,000 gyms worldwide now offering our yoga-themed class BODYBALANCE, while boutiques like Triyoga and Hotpod yoga are popping up everywhere.

Since lockdown, we’ve seen a 600 per cent increase in BODYBALANCE workouts through LES MILLS On Demand and our user surveys tell us this is largely being driven by the mental health benefits it contributes.

Our survey revealed that 77 per cent of LES MILLS On Demand users want to improve their fitness, and the mental health benefits attained by the workouts are deemed equally important.

Stress relief (76 per cent) and boosting mental health (72 per cent) were both cited among the main reasons why people are using the platform, reflecting the multi-faceted health benefits LMOD offers at a time when much of the world is still enduring Covid-19 restrictions.

A new study, presented at the American College of Sports Medicine Annual Conference revealed that regular sessions of new-generation yoga classes such as BODYBALANCE can be a useful active recovery solution for improving physical and mental health, increasing sleep quality and coping with the general pressures of daily life such as stress and anxiety.

The study found that just six sessions can increase participants’ Heart Rate Variability enough to gain key benefits such as a 39 per cent increase in positive feelings relating to confidence and a 39 per cent decrease in feelings of sadness and negativity.

Soaring levels of stress and anxiety are leading people to seek solace in their workouts, sparking a resurgence in activities like yoga that incorporate mindfulness and aid mental health.

We are now seeing a huge uplift,

Barre Developed in the 1950s by Lotte Berk, a German-born dancer and teacher, the Lotte Berk Technique was developed based on her own experiences with dancing and with the help of an osteopath who targeted strength and flexibility training.

All barre sessions were born out of the Lotte Berk Technique, which I myself am trained in, and feature a series of low-impact, high intensity movements, combining a mix of ballet, yoga and pilates.

The powerful full-body workout increases muscle definition, burns body fat and is proven to help reduce stress, as well as boosting endurance, improving balance, increasing your range of motion and promoting better posture.

Each class is typically broken down to target one key area at a time, such as arms, legs, glutes and core.

While barre was born out of experience with dancing, you don’t have to be a dancer to get involved – barre is very much a community made for anyone, no matter what part of their fitness journey they’re starting out at.

Anna Kendrick, Madonna, Alessandra Ambrosio and Jennifer Aniston are just a few famous faces that love a barre session!

Personal trainers While personal trainers are most definitely not a new concept to the fitness industry, a year of staying home not able to go to the gym, or poor weather keeping people indoors, means that many will be looking to ramp up their fitness in 2021 and will turn to personal trainers in order to help them achieve their goals.

Personal trainers are fantastic as they help those they’re teaching in many ways, from providing expertise and knowledge that they wouldn’t otherwise have access to, ensuring they’re carrying out routines and movements in a safe and correct manner, preventing injuries, right through to helping with diets and nutrition and even providing muchneeded motivation.

Virtual fitness classes and on-demand fitness apps In the wake of Covid-19, a trend that has already been big throughout 2020 and is looking to be even bigger throughout 2021 is online fitness coaching, classes and on-demand fitness.

For those who don’t like to attend the gym or struggle to find the time around their busy schedules, working out in the comfort of their home, when time allows, is a great way of fitting a training session in.

There are many on-demand apps available to access, from Beachbody on Demand and Peloton, through to fitness influencers launching their own platforms.

There are also many personal trainers and fitness experts, such as Joe Wicks and Alessandra herself, who make a lot of their sessions free and accessible online for those who need them.

You don’t even need to splash out on a tonne of at-home equipment either; just get creative with the items you have in your home.

Tins of food can be weights, your sofa can be a bench to do dips on and your stairs can help to replace a stairmaster, for example.

Alessandra Bessler, fitness expert and founder of www.mix-studio.ch Steven Virtue

AS WE prepare for 2021, Brits are looking for new ways to revive their workout routines with the latest industry trends, classes and techniques.

The start of a new year provides the perfect chance to get yourself feeling motivated, set yourself new, achievable goals and identify what you want to get out of your fitness journey.

Covid prescribed fitness training For those who have contracted Covid-19 and are looking to continue with their normal fitness routine, it’s important that they reintroduce exercise slowly with a gradual build-up.

There is increasingly more being understood about the long and short term ramifications of the virus so it’s vital that those who are recovering do so safely.

We know the virus is a respiratory disease and so it’s important not to try and do too much too soon following recovery, especially cardio-based exercises which can take a toll on the lungs.

There has been an increase in training providers offering Covid-specific fitness courses in recent months, with the main intent of introducing members back into the training environment whilst closely monitoring cardiac problems and longstanding lung issues.

There is still much to learn about the virus and the various ways it can affect your physical self, but it’s likely that this fitness trend will become more important in 2021, as we learn more about Covid-19.

Steven Virtue, fitness development manager, Total Fitness

UK FITNESS SCENE

21

Time to refresh the look of your branded workwear Ten Health and Fitness

launches coronavirus recovery programme TenClinical, the clinical division of boutique fitness provider Ten Health and Fitness, has launched a Coronavirus Recovery programme.

The programme is an evidencedriven and clinically proven recovery and rehabilitation programme specifically designed for those who previously contracted and are still suffering from coronavirus.

It is designed to help reduce the impact of long Covid symptoms and help patients recover faster from its impact. The programme is now readily available in studios across London.

“For many people the recovery period post-coronavirus can actually be worse than the infection itself, said Adam Hewitt, head of clinical at Ten Health & Fitness.

“Ten’s Coronavirus Recovery programme has been created to offer maximum benefit to those struggling with the symptoms of long Covid.

“Rather than being an app-based or generic approach, this is totally bespoke - each programme is individually tailored, science-led, delivered and monitored on a 1-1 basis.”

TenClinical was set up in 2018 to be London’s leading clinical exercise rehabilitation facility.

Its focus is to provide rehabilitation and exercise therapy to patients with a clinical need.

Usually patients have been diagnosed with cancer, cardiac conditions, diabetes, or other debilitating conditions.

They work closely with London’s leading hospitals and clinical practices receiving referrals from London’s top surgeons, Doctors and consultants to help patients recover.

Long Covid symptoms and severity vary from person to person, but commonly include diminished

lung function, heart problems, muscle and joint disorders and chronic fatigue.

It can also exacerbate underlying health issues, including heart disease, diabetes, musculoskeletal and mental health conditions.

There are many similarities between the symptoms of long Covid and those patients with chronic lung conditions, COPD, recovering from heart attacks, chronic fatigue syndrome etc.

This places TenClinical in the optimal position to help patients recover, as Ten’s Clinical team already has a depth of experience treating patients with these, or similar symptoms.

As with all the clinical exercise programmes, each long Covid programme is designed around each individual client’s symptoms, condition, health and exercise history, along with a number of other factors.

It is carefully prescribed, scienceled, and delivered by highly qualified and trained Clinical Exercise Physiologists.

Although the recommended plan will vary significantly depending on the severity of the virus suffered and the post-viral symptoms to be addressed, common elements will include: n Comprehensive Covid-19 specific initial assessment of pulmonary, cardiovascular and muscular levels/ strengths. n Continued management of heart rate response to exercise. n Blood pressure management. n Management and supervision of respiratory response to exercise. n Tailored and prescribed exercise plan including resistance and aerobic based exercises. n Frequent reassessments monitoring progress.

NEW year new you! Sound familiar?

Maybe so, but is now the time to refresh the look of your branded workwear? Especially after the year we’ve all just had.

A fresh look will provide a welcome boost for everyone that has returned to the workplace recently.

Whether it’s a change of colour, adding a new logo or slogan, or maybe you’re looking for a completely new design that encapsulates your corporate identity across the entire range of your uniform.

Instyle Clothing will work with you to deliver bespoke clothing or run of the mill items such as polo shirts, work jackets, high visibility workwear, trousers, skirts, aprons, personal protective equipment and more.

Alternatively, if you have already

sourced the clothing, we can add the finishing touch of an embroidered logo of any design or colour. Whether it’s a jacket, t-shirt or even facemask.

For details or a quote call 01257 264 738 or email info@instyleclothing.co.uk

Ensure your gym’s equipment is in top condition for January HAPPY New Year to all of our customers and Workout magazine readers.

We all know that January is the peak period in the fitness industry and as we write this, we have everything crossed that there is no veto against gyms remaining open across all of the tiers within the current Government structure January is as good a time as any to ensure that each piece of gym equipment is in tip-top condition to handle the demand it will face this month and for the rest of 2021.

ServiceSport UK Ltd directly employs its team of mobile engineers to ensure that the level of service we deliver is of a consistently high standard and executed with the level of professionalism and knowledge you would expect when dealing with a company that has proudly served the fitness industry for more than

20 years.

Our portfolio of customers stretches the length and breadth of the country across various sectors including multi-site fitness club operators, Premier League football clubs, schools, universities, hotel chains, army bases, prisons, fire and rescue services.

Specialising in prolonging the life of cardio vascular and resistance gym equipment from manufacturers such as Life Fitness, Precor, Technogym, Concept2 and Star Trac (to name but a few) and ensuring our customers can confidently stand by the product they provide to their members on the gym floor.

For further details about the range of services ServiceSport UK Ltd can offer visit www.servicesport.co.uk or email info@servicesport.co.uk today.

UK FITNESS SCENE

22

Advertiser’s announcement

Fitnastic opens its doors in the heart of Hornsey neighbourhood – London to provide customers with a unique fitness experience 100% Made in Italy with state-of the art Panatta equipment.

Fitnastic – powered by Panatta How was born the idea of Fitnastic Health Club and what is your concept?

We cannot believe how much has changed over the course of this year.

We are a bunch of regular gym enthusiasts with a dream to become a gym owner and when we set off on this path, we did not know what lies in front of us.

We did not expect our journey to take place in the most challenging times in history but history teaches us that the best way to withstand an economic change is by ensuring that every customer is the masterpiece of your service model.

Today we are really proud to see our dream come true. We are TeamJIA (Jordan, Isaac and Alceta) and we are the founders of “Fitnastic Health club” in Hornsey, London.

We have been lucky to find the perfect location for our club as it is located right opposite Hornsey station, so it’s accessible to thousands of busy commuting Londoners.

The building itself is a Victorian build and has a great character. It was used as a Royal Mail sorting office for a number of years, so its space is just perfect for us, with high ceilings and great windows on the roof to let in plenty of sunlight.

The location is perfect for artists and visitors to Alexander Palace locally known as Ally Pally who needs a temporary but good place to work out as a part of their daily routine.

We understand that fitness is not just about having space with a collection of different type of equipment’s but instead of it is a place where you connect at a much deeper level.

We have built a place with you in mind, where the local community comes together to share their goals worries with a team who can connect with them.

We strongly believe in teamwork and we will make every effort to ensure that our members stay fit both physically and mentally.

What are the main features of the average user you address to? What did they expect from your fitness offer?

As an independent owner-operated Gym with top of the range equipment, we can offer a very unique style of group classes with the help of specialised Panatta equipment which makes our health club unique and different from any other gym in the UK. We cater for everyone and we would love to welcome everyone in our club to try out this modern and unique way of working out as a group.

We take every effort to ensure that we can deliver quality over quantity to each of our members with their every visit.

You have decided to trust Panatta for your club, 100% Made in Italy Fitness. What are the main reasons behind your choice?

It has been quite a journey and we are glad to have worked with such a

professional partner as Panatta that guided us towards the right path in case of doubt, building a great health club in line with our motto to connect with the local community.

The design consultancy service combined with the unique equipment and aftercare support make Panatta the perfect partner for project needs.

We worked with Panatta to create an overall concept and chose the equipment line best suited for this concept, with more than 350machines, all customisable and three tiers of equipment depending on the budget and facility type you want to cater for.

The end result has been completely tailor-made to our needs and more importantly the needs of our customers to come.

What are the Panatta features you consider the most important? Would you recommend the brand to other clubs?

We bring a very unique offering to the table based on our experience, background, and our partnership with Panatta.

Panatta managed to keep up to the great character of the building with its very modern range of fitness equipment.

Many of our members have said that they have never seen such an aesthetically pleasing and unique range of equipment in any other centre.

It is like taking a Ferrari out for a spin.

Panatta kit looks very luxurious and at

the same time it is multi-functional.

Do you think Panatta will help you stand out from other clubs and increase customers loyalty?

Why we selected Panatta was to not only attract new customers and provide the very best function for all user types, but to ensure we keep them.

Due to the quality, function and adjustability of the machines it means all our clients will get results they want with longevity of usage.

Combined with this is their unique concept usage of the equipment to ensure we keep engaged with our clients, such as the group training set up – Inside, trio.

2020 was an odd year due to Covid but was also a success for the new opening of your club. What are the next projects for 2021?

With the consultancy process that Panatta provided we were confident that the location, equipment and club concept was correct and strong and has been created to be relevant within the leisure market placed for the future and not just the now. Once Panatta installed the equipment and provided equipment and concept training for the team, it has set up to success, We are growing every day with great feedback and look forward to a strong 2021 and will be flexible no matter what the years throws at up.

The team and ourselves are full of #panattapassion!

UK FITNESS SCENE Advertiser’s announcement

Panatta Hip Thrust is a real must-have to keep up with the current trend of glutes workout and complete the training offer of your club.

This innovative machine joins the wide range of Panatta equipment for training the backside of thigh muscles, with a targeted workout on glutes while performing the traditional hip thrust exercise in supine position.

The Hip Thrust Panatta is designed according to the most modern criteria of ergonomics. It ensures the correct posture of the back and allows performing hips thrust being more comfortable compared to the exercise with the barbell, even more in case of big loads lifting.

Muscular Activation: The workout focuses on the back muscles of the thigh, with targeted activation of the glutes. The bending of the knees reduces the hamstrings involvement and facilitates the isolation of the Gluteus Maximus.

You can perform the Hip Thrust exercise both in bilateral version (two legs) and in mono-lateral version (one leg), for a greater stimulation on the Gluteus Maximus and on the stabilising muscles of the hip. In any case, the exercise performing requires the control of the core stability to ensure the correct posture of the back.

The Panatta Hip Thrust is made of four main elements: n A central seat for the beginning stage to get into the position. n A wide and height-adjustable footrest platform (optional). n A comfortable gas-assisted and adjustable thrust roller for easy access to the machine. n A moving backrest to follow the user movement during the exercise.

The Hip Thrust creates an increasing load curve. This curve ensures an efficient and physiological training on glutes muscles while stretching simultaneously the trunk and the hips, opening and closing the hip joints.

In the next Workout issue you will find all the info and technical details on this amazing machine! ✔www.panattasport.com

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MEMBERSHIP MARKETING

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Advertiser’s announcement

Optimise every stage of the member lifecycle with Clubwise’s solutions OPTIMISING each stage of the member lifecycle not only ensures you are providing the best experience possible for every member, but it also helps to improve operational efficiencies, save you valuable time and improve overall retention.

The ‘all in one’ ClubWise solution provides you with a strong platform for success due to the range of fully integrated features that work to do just this. Here are a few examples:

and goal setting, to motivation boosting features such as FitSense Rewards; an integrated loyalty programme, that allows members to earn points for different in club activity, which can be exchanged for tangible rewards.

Stage 1: Attract With the fully integrated FitSense Member App, you can invite guests to sign up to your club directly in the app, allowing them to get a better idea of the services you offer and familiarise themselves with your club and club community before they commit to a full membership.

Guests can be up and running in just a few minutes. Not only that, but they’re also automatically signed into their FitSense account and can start using the features straight away, such as class bookings, mobile QR check in and goal setting/tracking.

This allows the guest to get started immediately, while significantly reducing associated administration.

Stage 2: Convert After the guest period has elapsed, FitSense automatically prompts the

guest to ‘Join Now’, automating a core part of the sales process.

Once your guest has made the decision join your club, they complete the simple in app joining process. Any joining related promo codes can be entered during this three-step process and the member can pay any pro rata fees using the secure in app payment portal.

This technology ensures the whole

guest to member conversion has been a seamless, completely paperless and convenient experience.

Stage 3: Engage The FitSense Member App engages your members in a variety of ways, from giving them much more control over their fitness journey with features like booking, check in, scheduling, payments

Advertiser’s announcement

Stage 4: Delight Good clubs become great clubs when they master the transition from engage to delight.

This stage includes more of an emotional component and is more focused on nurturing long-term relationships.

Incorporating Body Composition Analysis is a great way to cultivate a positive relationship with your members.

Spending time explaining the measurements and working with your members on a tailored fitness plan based on their results means your members are getting more personalised service, which delivers better results, and better results mean delighted members.

ClubWise has developed FitSense My Body, a fully integrated body composition analysis tool which allows your members to measure, record and track their body composition using the highly accurate Tanita scale.

For more information on how ClubWise can help you optimise each stage of the member lifecycle for success, book a no obligation demonstration today by visiting www.clubwise.com or call 01844 348300.

Campaign raises more than £177,000 MORE than£177,000 in gross memberships generated in Nov/Dec at Juvenate Health & Leisure. How did they do it?

If your club has been struggling from the effects of Covid-19, you are not alone.

Like most clubs in the UK, Juvenate Health & Leisure were hit hard last year with member numbers dropping relentlessly throughout 2020, due to intermittent lockdowns and consumer fear of gyms.

In a time where most in the fitness industry put a pause on marketing activity, Juvenate knew they had to do something and decided to partner with Creative Fitness Marketing.

This proved to be a great success and during the six-week campaign, CFM generated more than 175 new long-term members and more than £177,000 in gross membership revenue for the club.

When speaking with the fitness director at Juvenate he said he engaged CFM because: “we were looking for a quick way to boost our member numbers and cash flow.

“We liked the CFM model as they actually upfront the costs of the marketing, so we knew if it didn’t work, there was no risk for us.

“We were nicely surprised with the results of the campaign and the fact

that they manage everything from the marketing through to the sales, meant that our staff were freed up to tend to our members.”

So how did they get so many members in such a short time? CFM is a niche agency who specialise in marketing for leisure clubs and have been in the industry for more than 30 years.

Director of operations Dean Godfrey said: “CFM’s marketing approach isn’t designed to pull in members clubs could find themselves, but instead attract the deconditioned market that may not normally think about joining a leisure club.

“Although there is still some consumer fear of gyms due to Covid, there is also a whole new section of the community who are more motivated than ever to improve their health and fitness.

“As part of our marketing strategy, we use a combination of direct mail, corporate outreach, in-club events and targeted digital media including Facebook, Instagram and Google Ads. This multi-faceted approach is the key to driving high numbers in a short period of time.”

To find out more about running a CFM marketing campaign at your club in 2021, you can check out www.cfm.net or call CFM on 0115 777 3333 today.

MEMBERSHIP MARKETING

25

Advertiser’s announcement

The UK spends £2billion a year on fitness, but around £40m of this is wasted on unused gym memberships. With 2020 already being a catalyst for change, Camilla Sunner, CCO – UK and Europe, TSG, examines the role of flexible memberships and how the fitness industry must pivot to meet changing customer expectations – and maintain motivation and engagement as a top priority.

Flexible memberships of the future INITIALLY, fitness memberships were based on price and tiered services; from basic gym floor training to more advanced packages including swimming pools and other addons like personal trainer sessions.

During the pandemic however, live streaming became essential for those looking to stay active at home.

Technology has advanced the fitness landscape, such as virtual leadership boards and online communities, so could this be the new typical gym membership?

Today’s customers desire a more personalised approach to health and fitness, to coincide with the rise in virtual workouts.

In tandem, the fitness industry has had to restructure their operations and seek new ways to retain clients.

As winter looms and daylight restricts outdoor exercise hours, we’re all increasingly interested in short-term memberships, pay-as-you-go bundles, and a hybrid of physical and virtual classes.

This highlights the need for flexibility and convenience for new membership solutions and for gyms to start thinking about monthly member management in a different way.

As we enter 2021, January is typically the peak month for new signups as we strive to become fitter and healthier after a busy

holiday period.

With national lockdowns and potential closures continuing into 2021, customers want flexible, convenient, just-intime options when choosing the right membership for them.

With many digital services coming in at a significantly lower price point, a “more than the typical” gym membership is key.

Future memberships could be centred around value-added services, such as expert health and wellbeing sessions, nutritional consultations via video, video conference or even podcasts – the opportunities are endless.

This year’s pandemic has revolutionised the way we work, live, and communicate.

But communication and gamification can be powerful motivators, especially in uncertain times – so it’s imperative the industry pivots to offer a range of options that will nudge members to book a class, encourage them to stay loyal, and ultimately help them meet their goals, in a way that suits them.

Flexible membership options could prove to be the most meaningful differentiator for today’s increasingly busy, discerning, and price-conscious members.

Camilla Sunner

Advertiser’s announcement

Introducing Fitness Near Me ...

THE worldwide pandemic has really focused so many more people than ever before to be thinking about their health and well being as the essential way to protect themselves and strengthen their ability to fight disease.

The Fitness industry has been proving throughout this challenging period how regular exercise can be easy, fun and maybe not the chore a non-gym goer might have imagined.

Wayne Heath, founder and CEO of ClubRight, said: “Against this growing interest in exercise it occurred to me as an ex gym owner the key to all of this was always to allow fitness to be accessible, not scary or intimidating which keeps so many people away from getting involved with exercise on any level.

“But most of all find something they want to do, which could be going to the gym, a spin class, working with a personal trainer, a bootcamp, boxing, cycling, yoga and at the same time maybe get the whole family more active with an even wider range of

activities to choose from but all in one place, which started the idea.

“For some time now our team has been trying to think of other ways we can help make running a gym easier; so we thought – wouldn’t it be useful if there was a free online directory that independent gym owners could list their business on to spread the word to their local community and increase their membership base?

“We also wanted to give back to the industry during this difficult time by making Fitness Near Me available to everyone, meaning you do not have to be a ClubRight customer to get

involved, just get your business on Fitness Near Me.” So what is it?

Introducing Fitness Near Me – an online search function designed to connect fitness fans with their local gyms, personal trainers, sports clubs, bootcamps, dance studios and more.

Users can search for places to work out based on different categories, including by activity type and location.

You can list your fitness business and get discovered by people looking to get active in your local area.

The benefit of this is that it essentially

gives you another marketing channel to use in spreading the word about your business as it is actually your own mini website within the directory meaning if you do not have a website for your business you will feature on Fitness Near Me with your own dedicated page.

Being listed on Fitness Near Me allows your business to get discovered by people in your local area that otherwise may not have known about your club, leading to an increased member base and if you offer classes, more participants.

What’s more, it’s completely free to set up a listing and you can customise the information and colour scheme so that it’s relevant to your business.

If you’re an existing ClubRight user, you can even host your class timetable or membership options which kickstarts the seamless online joining process.

It’s just like listing yourself on Google – except it’s much easier and tailored especially for independent fitness businesses and people looking for a place to workout.

To learn more about Fitness Near Me or set up your free listing, give us a call on 0203 884 9777 or message us through our Live Chat. Or you can visit fitnessnearme.co.uk to have a look around.

14-15 SEPTEMBER

2021

THE FITNESS EVENT OF THE YEAR Visit Tomorrow’s Workout 2021 at Bolton’s Macron Stadium and you could find all that you need in one place - in one day • Over 50 key exhibitors with the latest equipment and services • 8 great seminars packed with ideas for your business • New products to improve your spend per member

Register before 31st July for FREE at:

www.tomorrowsworkout.co.uk Brought to you by

magazine

UK FITNESS SCENE

27

Advertiser’s announcement

Shaping the industry through digital education EXCELSIOR is helping to shape the fitness industry through education solutions that enhance the overall experience delivered by fitness operators, manufacturers, training providers and awarding bodies.

Utilising a blend of in-person, virtual and digital approaches that are personalised for customers and intuitive for end users, Excelsior delivers the knowledge, skills and behaviours that develop the confidence and competence desired for personal and cultural transformation.

Working with industry leaders Life Fitness, Active IQ and David Lloyd Leisure, Excelsior’s powerful learning experiences create the prime conditions to optimise individual and business growth through generating engagement, adherence and retention.

Life Fitness Academy – UK Supporting the UK Life Fitness Academy to align their LFA and ICG trainer teams, Excelsior is helping to create consistency and delivering education and development to cross-train and up-skill them, including coaching and mentoring on a team and individual basis.

Excelsior will also be assisting with Internal Quality Assurance to ensure that all trainers are meeting requirements in terms of teaching and delivery.

Active IQ Excelsior has been commissioned by Active IQ to create and digitise around 90 learning modules that will support a wide range of Apprenticeship schemes including topics on; action taking, conflict management, leadership, personalised customer experiences and wellbeing.

Once complete these modules will be embedded into Apprenticeship schemes such as Business Administrator, Early Years Educator and Teaching Assistant.

James Clack, head of digital learning at Active IQ, said: “Building on extensive international industry expertise combined with the latest education innovation, Excelsior is delivering revolutionary learning experiences to our industry that will maximise the potential and productivity of both individuals and businesses.”

David Lloyd Leisure Adding to the list of collaborations, Excelsior has also been selected by David Lloyd Leisure to digitise their

Excelsior’s Keith Smith and Chris Rock.

Teens and Pre & Post Natal Qualifications into 10-minute lessons, making it more accessible, easier to digest and simpler to learn.

Chris Rock, founder at Excelsior, added: “We nurture the learner with inspirational content and innovative delivery that enables a culture of success,

competitive advantage and healthy reputation that favourably impacts the bottom line of our customers and partners.”

For more information on how your teams can benefit from revolutionary education, training and development contact enquiries@edt.education

Advertiser’s announcement

Myzone delivers free streamed fitness classes to the world MYZONE has announced it will continue to support the physical activity community by offering free live gym classes through its MZ-Remote platform for all its eligible facilities and Myzone users.

The move provides ongoing access to wellbeing initiatives for the gyms and leisure centres around the world that are either still closed due to Covid, or have restrictions on offering their group exercise classes.

UK government officials have announced that for Tier 3 areas “leisure and sports facilities may continue to stay open, but group exercise classes (including fitness and dance) should not go ahead.”

This, along with those areas where their gyms are yet to open, leaves many without access to their preference of physical activity and many gyms or leisure facilities unable to provide for their communities.

Myzone has stepped in to provide classes every single day, with some starting at 6am in the morning, right up until 8pm at night to serve its community and keep the world moving.

Digital fitness done right Once a “nice to have”, a strong digital product with a genuine studio buzz is now an essential part of any gym’s offering. Throughout lockdown, Myzone

has used its MZ-Remote platform to host hundreds of classes for anyone to join, from cardio club workouts to strength training, yoga, HIIT classes and boxing sessions.

In a recent study of the fitness industry’s transformation to online classes, by research firm Proinsight, Myzone’s MZ-Remote was selected as the best pivot in business since the lockdown, gaining international acclaim.

Using the Myzone app, participants join a class and get visual and audio feedback in real time on effort and form through targeted heart rate training.

Now you’re invited to experience the next generation of group exercise – an

ideal way to connect with more people even when restrictions are lifted.

MZ-Remote will continue to grow long past the pandemic and be part of the crucial digital pillar that fitness operators will need in order to be the recognised health delivery partners in their communities.

Giving gyms access to their own MZRemote sessions means you could be taking Peloton-like classes with your favourite instructors from your local gym.

We’re stronger together Group exercise is a pillar of community within the fitness and physical activity

sector. Through a shared experience, more people are inspired to move and create a positive effect on body and mind over a longer period of time.

Even aside from concerns within the current climate, this effort and motivation is key to combating many long-term conditions such as obesity and heart disease that have such a devastating effect on the health of our nation.

But right now greater opportunity to exercise is all the more important to improve immunity and help fight Covid.

“If your club is in Tier 3, is yet to reopen, or you do not feel comfortable attending the physical location, then I would definitely recommend asking your facility to add all the sessions to their Myzone app,” said master trainer and MZ-Remote instructor, Billy Burchett.

“This will be a great addition to a club that has group exercise class restrictions, whether gym owners, leisure facility staff and trainers wish to access our classes or supplement them with their own offering.

“MZ-Remote will still be a great addition to other clubs in lower tiers to offer to their members, too, as all of the sessions are free of charge.”

For more information visit myzone.org/mz-remote or email remote@myzone.org

28

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