Workout April 2020

ISSUE 319 APRIL 2020 £3

UK FITNESS SCENE

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Olga Lapushner, director and general manager of Fit with Us.

New gym set to open Fitness specialist launches in Milton Keynes FAMILY-run start-up company Fit with Us is set to open its first fitness facility after securing a six-figure loan from HSBC UK to assist with the fit out and start-up costs.

The Fit with Us gym, which has been developed under the énergie Fitness brand, will be located in Milton Keynes’ new housing development, Brooklands.

The gym aims to provide affordable and high quality fitness services to the area, with modern state-of-the-art equipment as well as group exercise classes and activities.

The opening will also create 10 new jobs.

“I’ve been in the fitness industry for over 20 years,” said Olga Lapushner, director and general manager of Fit with Us. “My husband and I have always dreamed of opening our own gym,” “We’re excited to be able to turn that dream into a reality as énergie

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Fitness Brooklands, which would not be possible without financial support from HSBC UK. “We can’t wait to open our doors to the local community later this year and we hope this is the first of many gyms for Fit with Us.” The new gym is due to open in a few weeks, with its pre-sales period starting this month.

Jason Mowe, HSBC UK’s area director for business banking in East London, added: “We’re delighted to play a part in helping Fit with Us realise its dream and open its first ever site in Milton Keynes, which will bolster the fitness offer within the local community.

“We’re excited to watch the company continue to grow and flourish, hopefully with the addition of more gyms in the future.”

The deal was part of HSBC UK’s £14 billion lending fund to support SMEs in the UK.

first modelling agency

HEALTH and fitness specialists Action has launched a modelling agency.

The agency, Action Fitness Models will represent models with genuine fitness ability.

It is already being used by several of Action’s existing clients including Everyone Active, Miha Bodytec and Pulse Fitness, and now the roster of models will be available for anyone to book.

“We noticed a real gap in the market for models who not only look good but are actually able to move, to perform and to execute exercises in a technically correct way,” said director Cheryl Hersey.

“Before launching Action Fitness Models we would often book models from other agencies who looked fantastic but were not able to do what we needed them to.”

Action Fitness Models already represents talent with a wide range of

fitness skills from CrossFit athletes to semi—pro footballers, figure athletes and yoga and Pilates instructors.

The agency is also offering additional bolt on services to help clients get the perfect images; from use of the fitness industry photographer, Marcel Grabowski, to booking an experienced shoot director and even location sourcing services.

“We shoot such a lot of video and imagery content every week that it didn’t make sense to keep hiring models from external agencies,” added Action’s head of consumer, Rachel Moule.

“We have signed a group of exceptionally talented models who we know are technically able to nail any brief.

“The combination of our models, our direction and our photographer will never fail to produce stand-out results.”

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UK FITNESS SCENE

Combat fitness remains popular with clubs COMBAT fitness remains popular with gyms and clubs who typically offer standalone boxercise-style classes and components of the sport weaved into circuit training and HIIT sessions.

Its fitness benefits are undisputed, while many people love the buzz they get from these high-energy sessions.

However, there is a risk that boxing sequences or even whole classes are not delivered as safely or effectively as they could be, something professional boxing coach, elite personal trainer and life coach Cathy Brown has addressed with her Boxology® training course (www. boxology.academy).

“Boxing is an amazing form of cardiovascular and strength training, a great way to relieve stress and an extremely powerful way to help with anxiety and depression,” she said.

“As a PT tool it’s hard to beat and mixing it into clients’ programming and group exercise is understandably popular. Sports coaches also love the discipline to help boost mindset, agility, power, recovery, fitness and strength.

“Boxing training on most PT courses is too short and generally not focused on good technique,” Cathy added.

“Consequently, I was seeing a lot of bad pad work in gyms and poor teaching.

“If boxing technique is poor, at best, people won’t reap the fitness rewards they might expect and at worst, clients or PTs could become injured.”

This spurred Cathy on to join forces with professional boxing expert Greg Williams to develop Boxology as a dedicated course for boxing technique, how to hold pads correctly and strength/conditioning for boxers.

The course enables PTs and group exercise instructors to deliver classes/sessions with confidence, attract new clients and differentiate themselves.

Boxology has been fully assessed and recognised by Active IQ – which awarded it Professional Recognition status – and approved by CIMSPA and the British Boxing Board of Control.

Cathy Brown and Greg Williams, co founders of Boxology.

“I sought Professional Recognition from Active IQ to give the course solidity, clarity and respect,”added Cathy.

“Active IQ has an excellent reputation for quality and integrity and its accreditation certainly gives confidence to learners and their clients.”

■ Round one is a comprehensive guide to boxing from the history, anatomy/physiology, injury prevention to the correct way to coach and hold pads. It shows instructors how to teach basic boxing skills and correct technique; hold pads for clients whilst maintaining healthy joints and muscles, wrap hands effectively;

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teach appropriate warm up, cool down techniques and conditioning exercises; teach fundamental boxing combinations and deliver a basic boxing session to a client safely and effectively.

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UK FITNESS SCENE

How to market and differentiate yourself in and amongst a sea of competitors

By JC Vacassin

SO, you’ve decided to take the leap.

Going it alone. Setting up your own gym business. But then reality hits. The competition is tough; in fact it’s fierce.

However, a competitive landscape can be a good thing. It’s an opportunity to enter the marketplace and steal a march on those operators who have let their standards slip and aren’t delivering.

Many people think marketing is the process of getting new members to sign up. Although this is a key part of what you’re trying to achieve, it’s not the be-all and end-all. In fact, everything that you do, all the aspects of your business, are a part of your marketing efforts.

Providing clean, neatly folded towels (if you choose to do so) to every single client is marketing.

The way you and your team speak to people on the phone is marketing.

Your Facebook ads are marketing. Your uniform is marketing. Your website is marketing.

Central to effective marketing is building relationships with potential clients, making them customers, keeping them as clients and then if you’re really delivering – using them to help spread the word and promote your business.

Because of the all-pervasive nature of your marketing efforts, it’s absolutely essential that your business is on point here. Your team could technically be the best PTs or coaches in the world, but if they suck at customer service your business will not survive.

Many gym owners we meet think that

JC Vacassin marketing and branding is some esoteric art and that there’s a magic formula or it’s difficult to get a grip on. In fact, marketing is very simple. It’s just not easy.

Marketing is a huge topic and one we can’t cover in-depth in this piece.

Instead, here’s our advice on getting started.

Experience is everything Many gym owners and operators seem to forget the importance of the member experience. If your service offering isn’t consistently excellent, then efforts you make to secure clients and keep them will eventually fail (probably sooner rather than later).

More than anything else, it’s this which causes fitness businesses to fall short: they have the ability to provide an outstanding service, but they don’t manage to do it consistently. As a result clients don’t stick around, they don’t refer, and the business’ reputation suffers.

The place, the people, and the product (or service) need to be on point, and no amount of Facebook advertising or fancy websites will ever make up for it if they’re not.

Everything we do for the client – every useful piece of content, every awesome training session – add to the amount of credit you have in the account.

The higher the balance in the account, the more trust, loyalty, and willingness to engage from the customer.

Only when this reaches a certain level can we begin to ask for something back and ‘withdraw’ credit. We build the foundation of the relationship by giving first. Only then do we ask for something in return – often a sale.

Building relationships Marketing is all about relationships.

Content marketing is the holy grail for gyms because it creates the foundation of a relationship with a complete stranger.

The first place to start is offering people value – advice on how to lose weight, nutrition guidelines to follow – and to do it for free. By providing value consistently and without asking for anything in return, your audience will start to trust your brand.

Then it’s a case of nurturing these relationships over time with a structured series of value-adding communications, and eventually offering a trial. This will be easier to convert as you’ve educated and informed the person about your brand and service.

TOMA Top of mind awareness is a really helpful marketing term.

It essentially means that we want to position our brand in such a way that we are known, trusted, and prominent in people’s minds.

This way, if the person – or anyone they’re connected to – are looking for the service we provide, we’ll immediately spring to mind. We become the go-to brand.

Marketing for the modern training gym isn’t about stacking ‘em high and selling ‘em cheap. In the informationrich, internet-led market that dominates the industry today, this approach just won’t fly.

A successful business will provide a consistently outstanding service, build relationships based on providing value, get a healthy balance in the account, build TOMA, and deliver on its promises each and every time.

■ JC Vacassin is founder of the IFBA and W10.

Bank account Another way of thinking about this process is imagining the client’s engagement as a bank account, and marketing efforts as deposits.

Virtuagym launches free online solution to clubs VIRTUAGYM, a Dutch provider of online and mobile coaching technology has announced that it is launching a free online exercise platform for clubs and studios, called Virtuagym @Home.

As more clubs are forced to close down in the current Corona pandemic, Virtuagym decided to push its product team to come up with a solution to allow fitness businesses to keep providing a workout service during these challenging times.

In order to support fitness businesses worldwide, Virtuagym is providing this virtual training solution completely license free during the outbreak, so studios and clubs can offer a virtual alternative for their business to help avoid contract cancellations and maintain membership revenue.

Virtuagym @Home combines Virtuagym’s Virtual Trainer workout solution with optional streaming workout videos, which are seamlessly integrated into a mobile and web-based platform.

It comes with other powerful features such as progress and nutrition tracking. Virtuagym @Home is available for free for current customers as part of their license and gyms and studios who are not yet a customer can use it license free during the Corona outbreak.

The optional streaming Video On Demand has been made available with large discounts to help enhance the digital experience.

Virtuagym@Home is completely license free for new Virtuagym customers.

One of the largest Dutch gym chains Trainmore already implemented Video On Demand for all members to provide them with a home exercise solution, directly through the Trainmore app.

Video On Demand This new feature offers hundreds of third-party streaming workout videos available in the Virtuagym@ Home app and web portal. They can be viewed on an app, tablet, computer or TV. The Video On Demand program offers digital workouts that members can do at home without any additional equipment and different categories, from fitness workouts, cardio, Zumba, HIIT training, dancing

to meditation and yoga classes.

Hundreds of 3D workouts available via Virtual @Home Trainer The Virtual Trainer solution allows members to access many workouts that can all be done from the comfort of a member’s living room.

It includes workouts with bodyweight, dumbbells, elastic bands and body and mind exercises, which are instructed by male and female virtual trainer avatars.

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Independent club becomes first to host eGym in Wales QUICKSTEP Fitness in Bedwas, Caerphilly has become the first facility in the region to offer eGym’s technologically advanced, software driven strength circuit.

The investment has been part of a decision to move from a ladies only provision to a more inclusive offer that welcomes the whole community regardless of age, gender or ability.

After just four months trading under the new brand name, the brother and sister partnership have reported a 25 per cent uplift in membership and an average monthly visits per member of 8.9, smashing the industry average of six.

“Our new eight-station eGym circuit provides the perfect solution,” said owner Nicola Fulin.

“A high percentage of our incumbent members and new members have a history of inactivity.

“Many are also dealing with ongoing health conditions such as diabetes.

We needed equipment that is easy to use, can administer safe, bespoke and progressive workouts while also challenging limits and provide the motivation needed to keep individuals committed. eGym ticks all of these boxes.”

In the week post install, the team recorded 164 eGym inductions.

Nicola added: “Some of our members were nervous of the new technology but they soon got over that. “eGym’s automated set up and workout progression means every individual, from the complete novice to the experienced gym user, achieves an effective workout on every visit.

Females in Fitness Collective launches with research study

“The regular strength tests give ongoing performance feedback and the bio-age feature, which compares the individual’s biological age to their actual age, has really helped members understand the positive effects of regular strength training, keeping them motivated to continue.”

QuickStep Fitness now offers a fitness solution ‘for all’ according to Nicola:

“Our members have fully embraced eGym’s technology. Every member enjoys a tailored workout which is progressive and continually pushing them towards their goals.

“As a result, individuals are enjoying the experience and training more frequently.

“Our members are logging an average monthly attendance 35 per cent higher than the national average. This is great news as members who train regularly are also more likely to continue their membership.

“The digital functionality of eGym helps us to future proof our business for the long term. At the moment we are not optimising its full potential because our focus has been on the on-boarding of our members.

“However, we can fully appreciate the benefits the data driven solution will deliver. Better understanding our members behaviours, habits, goals and preferences will help ensure our business continues to meet their needs – keeping us relevant in a constantly evolving market. eGym has changed our outlook.

We now look forward with optimism because we can see a sustainable future for our business.”

A COLLECTIVE of women in the fitness industry have joined forces to launch RISE; a group dedicated to engaging and empowering every woman in the fitness industry – to rise to her fullest potential.

RISE is collaborating with industry organisations CIMSPA, Sport England, IHRSA and ukactive.

The first success is to deliver the largest research study on employment in the industry and is inviting everyone in the industry to take part.

“We have been overwhelmed by the support we received from many leading organisations”, said Elena Lapetra, RISE founder and chairperson.

“RISE is delighted to be joining forces, to achieve our shared goal of removing the obstacles faced by women, in particular, at major points of career development.

“Therefore, enabling career progression to allow everyone to reach their full potential.”

Entitled ‘Career progression in the fitness industry – Is it a level playing field?’, the research study launched last month and is managed by Aston University, for ethical oversight, data analytics and data protection.

The purpose of this research is to define where support is needed to enable women and leaders in the industry to capitalise on the talent, expertise and strengths that are under-valued by many organisations today.

RISE hypothesise a requirement for: ■ Development of clearer pathways to senior roles.

■ Training opportunities.

■ Guidance and support at key stages e.g. returning to work from maternity leave.

The intention is to support best practice development and implementation, while recognising the challenges and practices that are unique to the fitness industry.

Everyone in the UK fitness industry is invited to take part in the research.

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UK FITNESS SCENE

Innovative flexible workout space forms part of £2.3m development LEICESTER City Council has engaged Alliance Leisure to convert a sports hall into a flexible workout space.

The project is part of a £2.3million leisure regeneration scheme which incorporates redevelopment works at three leisure centres across the city.

Both the Cossington Street and Evington facilities will undergo substantial modernisation to create physical activity environments more in-line with the needs of the communities they serve.

Aylestone Leisure Centre will involve a remodelling of the fitness space.

Works will roll out from this month, starting at Cossington Street, and aim to complete by the end of this year.

The Alliance Leisure development team includes Saunders Boston Architects and Etec Contract Services. All works are being delivered via the UK Leisure Framework, owned by Denbighshire Council and managed by Denbighshire Leisure.

“Cossington Street Sports Centre is currently dominated by a traditional three court sports hall which will be transformed into a highly versatile fitness space,” said Tom Fairey, senior business development manager at Alliance Leisure.

“The current gym provision is very small, occupying only 50 square metres across two small rooms.

The newly created fitness space will be 370 square metres larger, incorporating 50 training stations,

and will be defined by moveable storage partitions ensuring the configuration can be easily changed to accommodate a range of fitness activities.

“The current gym rooms will be knocked into one, creating a second versatile ‘Programmable Gym’ space.

“The default set up will accommodate a fully equipped gym and free weight section, with a studio space defined by a specialist sprung floor, half height partitioning plus independent lighting and audio systems.

“If there is a demand for a larger group exercise space, the partitions can be removed to enable the incorporation of more floor space from the main gym area.

“This innovation provides a high level of flexibility and helps to future proof the development against changing market trends moving forwards.”

The changing spaces will be reconfigured and modernised, plus the entrance will be relocated to create a more welcoming space for visitors.

Andrew Beddow, head of sport services at Leicester City Council, added: “The current facility mix no longer reflects the needs of the community.

“In consultation with Alliance Leisure, through the UK Leisure Framework, we have designed a solution which will solve these issues and enable more local people to benefit from our leisure services.”

Development works at Evington Leisure Centre are set to begin in the near future and will include the addition of a single storey 280 square metres extension to create a 310 square metres gym space, over twice the size of the existing provision.

“The local school utilises this facility so the sports hall still delivers value as a multi-sports facility,” concluded Tom. “This meant we couldn’t reconfigure existing floor space to increase the size of the gym. Instead we had to extend the footprint.”

In addition to a 70 station gym, the works will also incorporate two new studios – one to house group exercise and one to house group cycle, with redecoration throughout.

The final phase of the project will see the separate free weight gym and the main gym space united at Aylestone Leisure Centre, creating a more welcoming and user friendly, open plan training space.

Group enhances its connected cardio SAMSUNG Galaxy Watch devices (Galaxy Watch, Galaxy Watch Active, Galaxy Watch Active2) are now compatible with a full line of premium Life Fitness cardio equipment via connectivity to the Discover SE3 HD console.

The latest smart watch integration allows users who have Samsung Galaxy Watch devices to seamlessly and accurately track workout data on a wide variety of compatible cardio equipment, including Life Fitness treadmills, ellipticals, Arc Trainers, PowerMill climbers, and recumbent and upright bikes.

“Wearable technology, including fitness trackers and smart watches, continues to be a top trend among exercisers around the world,” said Anthony Radek, product director, consoles and software, at Life Fitness. “By partnering with Samsung, we are providing better results to exercisers by integrating their workouts with the technology they use every day to help them reach their fitness goals.

“To further enhance our connected fitness offerings, Life Fitness continues to invest in meaningful digital partnerships

that create new and personalised experiences for our customers and exercisers on our truly open API platform.”

Exercisers can simply tap their Galaxy Watch on the console of a Life Fitness compatible cardio machine to sync their device. Once connected, the Galaxy Watch sends real-time heart rate data to the machine.

After completing a workout, users receive a detailed workout summary on their watch capturing duration, heart rate and calories burned.

Dr. Kevin Shim, corporate vice president and head of Samsung health strategy, added: “With the integration of our Galaxy Watch devices with Life Fitness’ connected equipment, millions of exercisers around the world will now be able to work towards their fitness goals in a more efficient and effective manner through Samsung Health.

“We are very proud of this first collaboration with Life Fitness, and we are continuing to work together to bring more innovations to fitness enthusiasts around the world.”

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Advertiser’s announcement

Technogym headline sponsor of SWEAT UK’s leading boutique conference SWEAT, the UK’s leading conference for the boutique fitness sector, returned to London last week for a jam-packed day of inspiration, insight, advice and best practice – all supported by Technogym as Headline Partner.

Now in its fourth year, Technogym has agreed a new three-year deal with organiser ukactive as Headline Partner, building on its association with SWEAT from the first three years, with ambitious plans to build and grow the event.

Learning from a dynamic sector The dynamic boutique fitness sector has already brought inspiration and disruption to our industry, encouraging operators across the board to raise their game – becoming more experiential, more customer-centric – and placing new energy behind ukactive’s mission statement: ‘More people, more active, more often.’

We see boutique fitness as a force for good and we’re keen to support it throughout its next phase of growth – and beyond. The boutique fitness is still comparatively young, often characterised by passion projects and innovation that comes from the heart.

For those seeking a foothold in this sector, it’s therefore invaluable to have access to expert advice from those who have been there and done it – and this is what ukactive’s SWEAT delivers.

Embrace the change This year’s event was hosted by Emma Barry, whose passion for the boutique sector infected the audience from the offset.

Spelling out the need for a “whole life” approach, she encouraged operators to see their role not simply as providers of physical facilities, but as partners across the full breadth of people’s lives – all based on hyper-personalisation at every touchpoint.

And this, she explained, requires us to embrace tech. Specifically, it requires us to become less fearful of the golden thread that ran through this year’s CES: artificial intelligence (AI).

Her keynote balanced encouragement and inspiration with a note of warning.

“We have to get good at change,” she urged. “And if you think things are

changing fast now, just know this is the slowest it’s ever going to be.

“Change is coming and it’s coming fast, predominantly driven by tech. Don’t sit back in fear of it. Don’t rule something out before you’ve first found out everything you can about it.

“Do your research, and only then make a decision about whether or not you’re going to bring it into your business.”

Tell a story to give your brand the edge Other speakers of note included Richard Buchanan of The Clearing, who shared case studies as he explained how to create “clear, defendable territory” that can give your brand an edge in the market; Rodney Appiah of Foresight Group, who explained in invaluably clear terms what his firm looks for in potential investments; and Richard Earney of Midtown Athletic Clubs, who took a deep dive into the way this big box operation has responded to the boutiques.

Richard spoke passionately about the journey Midtown has taken, a journey that has been far more radical than just creating some cool group exercise spaces. From a redefinition of his job

– he is now programme director – through to recognising, harnessing and supporting instructors as influencers, Midtown has flipped the traditional fitness management structure, changed its culture and mindset, and reinvented itself with signature group exercise programming at its very heart.

And yes, that has involved the creation of some jaw-dropping spaces – but the key, urged Richard, is to ensure every space resonates with the intended audience “by baking a story into it”.

“Be unapologetic” in your concepts and programmes, he told delegates.

And to Emma’s observation about embracing AI? Midtown is on it.

In New York – where the technology is legal, this being a contentious topic in the US – the operator has been trialling facial recognition for the past 16 months.

Its goal: to better understand how its members are using its clubs as the foundation to creating even more personalised journeys.

Be bold and carve your path The day’s final panel session was a thought-provoking discussion on

learnings from boutique operators, including Kam Panesar of AWAKN and Hannah Lanel of The Fore – both Technogym partners adopting Skillrun and Skillmill respectively.

When starting up a business, it’s inevitable that challenges will arise along the way.

What matters is how you respond to them, said the panellists. Experiment.

Make mistakes. Be brave. Dare to be different.

Try things out – and if something isn’t working at you expect, change or adapt it.

With facilities now responding strongly to boutique-led disruption, it will be this sort of brave experimentation – facilitated by a nimble, flexible, smaller footprint model – that will allow the boutiques to stay one step ahead.

To once again quote Emma Barry: “This is your business.

“There are no rules. No-one has all the answers. Be bold and carve your path.”

To discover more about Technogym solutions visit www.technogym.com Call: 01344 300236 or email uk_info@technogym.com

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Workout reporters Dominic Musgrave and Katie Walters took part in a recently launched class at a new innovative boutique fitness studio on the outskirts of Manchester.

The perfect Monday morning workout for all

THE first H1VE was launched at Life Leisure’s Stockport Sports Village in Woodley just in time for the annual rush of people planning ahead for their fitness resolutions.

The studio offers a variety of dynamic, energising and motivating classes every week, each designed to push you to your limits and give you a full body workout to remember!

Classes are all led by ‘Rockstar’ coaches whose sessions combine cardio, functional, strength and conditioning training.

Three classes are currently available – H1VE BLAST, H1VE COMBAT and H1VE SCULPT. H1VE BLAST is described as a fun yet challenging class hitting a full body workout using big compound movements, resistance weights and cardio to help shred up and burn those calories. (Higher volume, less weight, longer intervals).

H1VE COMBAT aims to incinerate calories by working on a punch bag

– throwing punches, knees and kicks combined with compound exercises and cardio intervals to not only improve cardiovascular fitness but also tone the body. (More focus on the combat, heavier weights, shorter intervals).

And H1VE SCULPT focuses more on improving strength with heavier resistance exercises combined with killer cardio to help tone up and lose body fat.

(Less volume, heavier weight, shorter intervals).

We took part in a Monday morning SCULPT class with around a dozen members.

Our coach was lead coach Andy Turner, who represented Great Britain at two Olympic Games and won gold in the 110m hurdles event at the 2010 European Championships.

He immediately put our minds at rest and talked us through how the class was going to work.

Andy also set us up with our Myzone belts so we could digitally monitor our workout on the big screen and took us

and the rest of the people in attendance through a steady warm-up.

The studio, which has been given a nightclub style feel with its futuristic lighting, is split into key areas.

The cardio section features the latest equipment – air bikes, Ski Ergs and rowing machines.

The middle section is more functional with a prowler track and space for functional training and free weights. And the final area features a rig that includes punch bags and spaces for heavier weight lifting and resistance training.

The class utilised all three areas and the 45-minute session was made up of three rounds of four 30-second reps in each section, with 30 seconds of recovery time between each rep in between .

In the functional and resistance areas Andy also changed the two exercises in each round to ensure that we got a full body workout, and he was always on there to help with any minor technique issues we may have had, as well as offering us all heaps of encouragement.

The class flew by and, although we were both feeling the burn during the final few reps, we agreed that we were left feeling exhilarated and ready to face the week ahead rather than exhausted.

We must have been doing something right however as a quick glance at the screen revealed that we had both burnt just short of 600 calories in the process.

What really struck us both was what an uplifting class this was. Everybody who attended got along and supported each other, and it was the perfect way to start the week.

We’ve both attended classes like this before and felt a little out of place as they have seem to have been aimed more towards elite athletes thank your ‘normal’ gym goer.

But this wasn’t and the age range of the people in attendance was testament to that.

This was a session that was aimed at helping help individuals achieve their own personal goals whatever their shape, size or fitness level.

Concept designed to shake up the local leisure scene H1VE was designed to shake up the Stockport leisure scene at Stockport Sports Village with an exciting, fresh approach to fitness.

It was conceived to cater for those seeking a high-tech, boutique-style fitness experience which “blends the health, wellbeing and social benefits of group exercise with all the benefits you would expect from personal training.”

The state-of-the-art fitness studio offers group classes led by fitness industry “rockstar” coaches, which combine cardio, functional, strength and conditioning training.

“This is a really different breed of facility for Stockport”, said industry expert Ruth Lynch, a group exercise specialist of 25 years and one of the driving forces behind H1VE’s launch.

“H1VE is about harnessing the benefits of working together to help individuals achieve their own personal goals whatever their shape, size or fitness level.

“This ethos is integral to the type and style of classes on offer. It’s also the reason we

are going to keep membership numbers deliberately low.

“We want to provide an environment where people can really get to know each other, build bonds, and have fun getting fit as a community – one of the best ways to do that is to focus on quality not quantity.”

Members take part in activities as part of a group but also utilise high-tech equipment, including integrated Myzone technology, to digitally monitor their workouts, set their own benchmarks and track progress against personal goals, with session coaching tailored to each individual accordingly.

In another break from many traditional gym environments, H1VE will also operate on a strictly non-contract basis, relying entirely on “positive experience and results” to build a regular membership community.

The approach adopted by H1VE has already proven highly successful stateside and look set to do the same in the UK.

UK FITNESS SCENE

Platform takes Covid-19 fitness fight online FIBODO is calling on the fitness industry to keep itself, and the nation, moving with the launch of new initiative, Fit 4 the Fight.

Facing an unprecedented health crisis, it is crucial that major fitness operators, studios and personal trainers seize this opportunity to innovate and continue offering their services, which are needed by the general public now more than ever before.

With this in mind, fibodo is providing them with completely free access to the Fit 4 The Fight booking web pages and apps. This will enable them to immediately begin hosting online training sessions without any incurring any additional overhead costs. fibodo founder and CEO, Anthony Franklin, said: “While necessary, social distancing and self-isolation have the potential to cause serious physical and mental health problems both now and in the long-term.

“It’s therefore essential that we encourage and enable people to keep fit, even as this situation continues to unfold.

“However, the fitness industry must also do everything it can to support itself. With significant national media interest, now is the time to act.”

The platforms can be used by trainers to advertise their availability to new and existing clients, take payments, and run the online sessions.

By working together, the fitness industry will have an unrivalled opportunity to highlight the importance

of the initiative and capitalise on the significant media and political interest in maintaining the nation’s health.

Through Fit 4 The Fight, instructors will be able to offer 20-minute or 40-minute private online sessions for £10 and £20 respectively, along with 40-minute group classes for up to six people over 70, at a cost of £5 per person.

In addition to the online sessions, trainers will be also be able to offer one hour sessions for £50, in or near the homes of participants, with all necessary health and safety precautions taken to

minimise the risk of transmission.

Trainers listed on the website and app can be searched for by consumers by name, location, time and activity type.

They can also advertise their availability on social media directly from the platform, using the campaign’s hashtags for increased reach.

Any monthly subscription fee has been waived for all fitness providers until the end of June. fibodo will charge a 10 per cent transaction fee on each session, with 50 per cent of this donated to charities

dedicated to helping those most affected by the pandemic.

Anthony added: “While many gyms and studios may be forced to temporarily close their doors, we are committed to helping them to find alternative ways of offering their services within their communities.

“By removing the barriers to setting up online and local fitness sessions, Fit 4 the Fight will not only help to ensure the health and happiness of our nation, but also protect our vital fitness industry over the coming months.”

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THE USER LOGIN Every Fit3D user within your gym will recieve a personalised online account to review all body changes!

This can be accessed, on any device, via www.Fit3D.com On this account the user is able to view any scan they have taken past or present. They can also visit the comparison page to view how there body, measurements and wellness metrics have improved over time.

INCREASE CLIENT RETENTION BY PROVING SUCCESS HOW IT WORKS The Fit3D ProScanner takes 1,200 images of the body while the client is standing on a rotating plate and then uses advanced algoritms to stitch these together and create a virtual 3D avatar of the user. After the scan is complete it will give your client their own login account, that they can access from any device, to view their virtual scan and wellness metrics that have been automatically generated.

This gives the client a whole range of data including weight, full body meaurements, body fat percentage, fat mass vs lean mass and a body shape welness rating based on a comparison with over 300,000 scans logged. it also allows them to compare their 360 body avatars side by side view to review their shape change, whether it be for weight loss or muscle gain.

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UK FITNESS SCENE

18

Advertiser’s announcement

OUTSOURCING TO PROTECT YOUR GYM AGAINST DATA BREACHES

DATA enables delivery of the highly personalised experiences consumers crave and increasingly expect. Further still, data is central to ensuring organisations have intelligence to operate successfully.

With large amounts of personal data stored and processed, organisations are at risk from data breaches and hacks.

In 2019, Risk Based Security reported that there were more than 15.1 billion personal records exposed in 7,098 data breaches globally.

As well as impacting brand reputation and putting customers at risk of fraud, breaches can be costly.

Since GDPR came into force, a personal data breach could cost up to four per cent of annual global turnover.

Concern high amidst skills shortage The 2020 Netwrix IT Trends Report found data security is the top IT priority for organisations globally.

Surveying IT professionals, Netwrix found that 91 per cent of retail organisations see data security as top priority.

Recruiting skilled cybersecurity professionals can be challenging. (ISC)² found a global skills gap in the necessary cybersecurity workforce.

To meet demand the workforce needs

to grow by around 145 per cent.

Many organisations are deciding to outsource IT security to managed security service providers to fill the gap, plus reduce the risk of data security sitting internally with a single person.

Cultural change required To better reduce the risk of data breaches and hacks organisational cultural change is often also required.

EfficientIP reports 39 per cent of European businesses have suffered data theft and employees/former employees are often guilty.

Ponemon research found 75 per cent of employees have access to data they shouldn’t. and Quest research found that organisations feel vulnerable to insider attacks due to excessive access privileges.

Cultural change towards careful management of data access to avoid ‘permissions creep’ will help avoid internal threats.

Secure system integrations Netwrix found 44 per cent of CIOs have integration projects in sight.

Integrating systems simplifies internal processes, lowers costs and enables organisations to get more from their

software investments.

Fitness is a prime example of an industry where organisations could benefit from integration projects.

Typically, operators are using multiple systems, integrating these ensures smoother operations and consistent member experiences.

Choosing providers who can integrate with your systems will futureproof your organisation.

All integrations where data exchange occurs should be built with security in mind.

Payments data targeted An attractive target, payments data requires careful handling.

Stored for future use, operators need to consider how membership payments are managed to protect this sensitive data.

Traditionally, Direct Debit payments have been managed using paper mandate forms – a security risk with bank account details processed and stored on paper, which is easily lost or stolen without effective management processes.

Digital/paperless mandates avoid handling and storing paper records, however without adequate security procedures member data can still be at risk.

If employee access to sensitive payment data is not adequately restricted and monitored, risk of theft increases.

Additionally, insufficient digital security can expose data to cyberattacks.

Outsourcing to a trusted third party Outsourcing membership payments can ease the burden of protecting member payments data.

From PCI compliant online joining, to secure software integrations, Harlands Group is trusted by industry leaders to manage membership payments and more.

An FCA authorised payments institution, Bacs accredited facilities provider and ICO registered business, we provide peace of mind that members’ personal information is protected.

Our flexible online and digital joining capability removes paper mandates.

Secure integrations give your team access to membership payment statuses without sharing sensitive payment details.

Rest assured that member details are always secure with Harlands.

For more information call 01444 449157, visit www.harlandsgroup.eu or email sales@harlandsgroup.co.uk

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UK FITNESS SCENE

Are workout apps really How we can eliminate Covid-19 as healthy as they seem? in your fitness environment

By Ivan Stevenson FITNESS apps can be a godsend for people who don’ know what to do at the gym, can’t plan their own workouts, or even can’t make it to the gym.

There are a whole host of fitness apps available, such as Strava, Nike Training Club, or a gym’s own personal app.

These can be useful tools for motivating people to start and stick to a workout regime.

But these apps can also encourage obsessive exercise and restrictive behaviours.

A study from the National University of Ireland, Galway, observed 272 cyclists who use Strava and found that people who are driven by the opportunity to receive praise are more likely to develop an unhealthy compulsion and high stress levels.

Unfortunately, it is harder to spot any eating disorder signs or symptoms in a culture that encourages everyone to be fixated on their fitness stats.

What’s more, because eating and exercise disorders are still mostly associated with women, it is particularly easy for problematic behaviour among men to fly under the radar.

While most people use fitness apps

Ivan Stevenson

for good, gyms and fitness providers need to make sure that they are promoting a healthy lifestyle, and not just exercise and calorie counting.

As gyms move more services online, the needs of the customer – such as greater flexibility – should always be at the forefront of decisions.

At DFC, we provide our clients with effective, flexible online solutions that help increase member retention, improve conversion, and increase profits.

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WHETHER you are looking to take precautions or you need to deep clean and disinfect an already infected area we can help.

Schools, care homes, offices, factories, gyms, soft play areas, restaurants, shopping outlets and other public places at risk.

We have specialised equipment and methods ready to deal with keeping your environment healthy and safe.

To help eliminate the potential outbreak of the virus spreading we can come into your premises and deep clean and disinfect all areas, surfaces and objects with special virucidal chemicals.

Step 1 – By using specialised ULV equipment we will atomise a mist of disinfectant into the atmosphere, this will settle on all surfaces and objects and into all cracks and crevices.

It will disinfect all surfaces that can’t be manually cleaned or are water sensitive.

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surfaces, electrical or computer equipment and does not leave any residue.

The use of this product will help protect workers against the coronavirus and effective against all bacteria, viruses and fungi.

Step 2 – An hour after ULV TREATMENT our operatives will manually disinfect the high risk areas of cross contamination.

■ Keyboards, computer mice, office equipment.

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■ Washrooms – hand basins, toilets, doors and locks.

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■ All soft furnishings.

This will leave your environment safe clean and instantly ready for use again.

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MAXIMISING YOUR CLASS TIMETABLE

22

Maximising your gym timetable through content-driven fitness

By Jill Drummond THE coronavirus pandemic has caused major challenges for business owners across the globe.

In the health and fitness industry, it has forced many gym operators to close their doors as people have avoided group spaces and countries have gone into lockdown.

As fitness professionals, we can use this downtime to find ourselves and forge plans that will improve the experience that we offer to our customers, so we’re better prepared than ever for when ‘normal life’ resumes.

One aspect I believe we can examine during this time is how we maximise gym timetables. To do that, it’s important to first assess the current fitness landscape.

According to the Global Consumer Fitness Survey, a whopping 80 per cent of gym-goers are Millennials or Gen Z. Often referred to as the ‘Wellness Generation,’ Millennials consider wellness to be a daily pursuit – exercising more, eating healthier, and armed with more knowledge than ever before.

This is leading to an evolution of the ‘traditional’ gym timetable with operators being challenged to find new ways to meet the expectations of today’s members.

In addition to being more wellnessorientated, Millennials and Gen Z are also the ‘Screen Generation.’ They have had more access to digital technology than any other generation in history.

In fact, many of them cannot remember a time without the internet, email, or – for some – even smartphones.

Therefore, their expectations are different from previous generations, which is being reflected in their attitudes towards fitness; subsequently, affecting what gyms are required to offer.

The internet has taught Millennials and Gen Z – a.k.a. ‘Generation Active’ – that they are not limited by their location,

Jill Drummond schedule, or demographics. This has resulted in a desire for ‘connection’ – both day and night.

By ‘connection,’ I mean the ability to exercise how and when they like, with access to personalised coaching and experiences, and further options to enhance their workouts – all driven by tech.

Nowadays, both at home and in the gym, people expect the same ‘connected’ experience, regardless of whether they’re in New York, London, or rural Cambridgeshire.

With this in mind, it pays for gym owners and operators to look at their traditional timetable offerings and devise new plans with a focus on integrating technology. This will provide the experiences that reflect the behaviours, expectations, and lifestyles of Generation Active.

To understand how this can be achieved, we must first assess the current situation. Traditional class offerings are limited by the four walls of the class studio. Only one class can take place

at a time and members rely on an instructor to lead the group. This, in turn, incentivises gym operators to fill up that space – usually focusing on ‘prime time’ slots to maximise attendance and profits.

The issue with a typical class timetable is that it rarely works for everyone, which negates the engagement of many members, particularly those who are not yet fit enough for a 60-minute class, who feel intimidated by the entire group class experience, or whose personal schedules prohibit them from attending classes.

To truly maximise gym timetables and break down the barriers members face, we need a solution, which is where the world of digital content steps in!

It’s understandable that many people – particularly trainers – still feel apprehensive about technology and how this will affect their roles within the industry, which is why it’s important to say that content is an ally, not a foe.

It’s an answer, not a detractor. It’s a tool that can provide everything Generation Active is looking for – access, personalisation, connection, variety, and accessibility – to beat ‘gymtimidation.’

Equipment such as the Freemotion CoachBike™ is the perfect solution to maximise your timetable through content-driven fitness. Powered by iFit – the world’s leading on-demand fitness streaming platform – the CoachBike enables members to experience virtual indoor cycling classes anytime, day or night, directly from the gym floor and without the need to attend a live class.

Members have the freedom to fit these on-demand workouts within their schedules and can use them to build up their confidence and fitness levels in their own time, at their own pace, while being guided the whole way.

Despite being ‘virtual,’ CoachBike riders can still find that ‘human connection’ in every session for a motivating, true-tolife experience.

The coach-led rides connect the individual to a superstar trainer

that personalises the experience by transporting riders to amazing studio classes or breathtaking locations around the world, then auto-adjusting the speed, resistance, and incline of the bike in line with the instructor’s movements for an unbeatable interactive personal training experience.

By using content to plug the gaps in a studio timetable, or expand offering beyond the limits of a traditional timetable, an operator can reach a higher percentage of their gym’s community.

Introducing hesitant members, in particular, to the motivation of coachled workouts can not only drive them towards live group classes, but more importantly, increase their overall engagement and attendance. This can have a positive effect on retention rates.

As Freemotion continues to integrate the iFit experience into its commercial cardio offerings – from the REFLEX™ Treadmill to the Incline Trainer – members will be able to engage in coach-led workouts in numerous disciplines.

This is also an opportunity for personal trainers to maximise their timetables and client results.

With the ability to assign specific content-driven workouts or a full workout series, trainers can control the cardio portions of their clients’ fitness programmes just as closely as they monitor their progress in strength training.

The key to riding the ‘Generation Active’ wave is to dive right in, embrace their knowledge of technology, and use that to inspire and encourage their commitment to wellness.

Looking beyond the four walls of a studio and harnessing the power of content can help operators to maximise their timetables and provide as many opportunities as possible for members to stay ‘connected.’ n Jill Drummond is the global Education manager for Freemotion Fitness.

UK FITNESS SCENE

25

Tesqua partners with Function to upgrade in-club experience TESQUA Health and Sports Centre in the Netherlands has partnered with FunXtion, experts in digital fitness, to create a premium, immersive, instructordriven, group exercise boutique concept within its existing facility.

The site in Ede has been operating since 2003. Facilities include 15 tennis courts (eight outdoor, seven indoor), a 500m open plan workout space with an estimated 1,000m gym with equipment, three exercise studios, a lounge and restaurant, a wellbeing suite and a creche.

“In response to a global growth in the popularity of boutique fitness experiences such as Barry’s Bootcamp, Orangetheory and a plethora of other independent brands, we wanted to create an inspiring, immersive, experience within the existing footprint of our facility,” said founder Maarten Stuivenberg.

“We didn’t just want to follow the crowd. We wanted to take the successful concept and elevate it to a new level through the implementation of the very latest in digital technology.

“While we have a detailed understanding of emerging global consumer trends and the needs of the consumers residing in our local area, we are not experts in design and product integration. So, we called on the expertise of FunXtion. The end result has been incredible.”

He added: “We cater for all ages and abilities and have always been keen to optimise the opportunities digitalisation presents to enhance our users’ experience. We were the first club to offer an interactive gym floor utilising the FunXtion Experience Station, which we installed in 2014.

“We wanted to place technology at the heart of our boutique offer, delivering an unrivalled participant and instructor experience people will want to repeat time and time again.”

In consultation with FunXtion, Tesqua has dedicated a third of its workout space to a fully immersive, group exercise ‘box’. While no physical walls define the area, the look and feel is very different to the rest of the workout space.

The area is centred around a Queenax rig, with six FunXtion multiscreen

solutions positioned at each exercise station. The 48-inch screens are programmed to deliver individual exercise instruction, creating a personal digital coach at each station.

The screens are linked to the audio and lighting circuits, ensuring all external stimuli work together to create a totally immersive experience.

“The whole experience is geared towards delivering a memorable, fun and effective workout to each and every participant,” concluded Maarten.

“The screens add a new element to our digital provision, complementing the incumbent provision delivered via the FunXtion app and the gym floor based Experience Station.”

The new group exercise space launched last October.

Mendel Witzenhausen, CTO at FunXtion added: “Tesqua is a forwardthinking operator, keen to pioneer new solutions in order to keep their brand in the forefront of fitness service delivery and innovation.

“At Tesqua Health and Sport Centre we have created a connected digital ecosystem to provide members with easy access to fitness content both inside and outside the facility.

“The future of fitness is about the creation of standout, fun, memorable and social experiences in-club while maintaining a digital link to members as they go about their daily lives.

“This model is working really well at Tesqua. The fitness industry is still at the start of its digital journey and facilities like Tesqua are exciting because they embrace the opportunities digitalisation creates and are not afraid to tread new ground, pushing the boundaries and ultimately driving the industry forward.”

Challenge connects gyms

Reach Wellness appointed distributor of Core-Tex

REACH Wellness has been appointed the exclusive Distributor in the UK and Ireland for Core-Tex “We are thrilled to have secured a trusted partner in Reach Wellness, to help bring the unique benefits of CoreTex and our reactive training philosophy to the UK market,” said Anthony Carey, inventor and founder of Core-Tex. “Reach Wellness and its founder and managing director Jeff Davis fully realise the needs of the market and the value Core-Tex and its patented motion can provide.”

Jeff added: “I have known Anthony Carey for many years as a respected leader and pioneer within the health and fitness industry.

“I am delighted to be working with Core-Tex in the UK and Ireland to provide the unique benefits to users.”

The announcement coincides with the publication of research into the benefits of Core-Tex by Byrd et al.

2 0 19 Int J. Res. Ex Phys. 15(1):13-22 ‘The Acute and Chronic Responses to Exercise with the Core-Tex’. Findings concluded that the activity of Core-Tex as a feasible alternative to traditional exercise modalities for adults that elicits metabolic responses within the accepted moderate intensity range.

Moreover, regular exercise training with the Core-Tex improves various domains of fitness in a time efficient manner.

Overall, these findings are important for exercise physiologists, personal trainers, and others who design exercise

AMPHI Games has successfully connected two of the biggest gym groups in the country (David Lloyd and Everyone Active) to compete in an indoor 500m rowing challenge.

This is unprecedented given the way that today’s leading gyms chains are organised.

The purpose of the challenge was ultimately to increase gym staff/member interaction but the resulting ripple effect lead to multiple lasting benefits beyond that.

The challenge brought members together, as they gathered to support and encourage each other to succeed.

This sense of wellbeing transcended throughout the club making them feel valued and part of team, and they felt more

programs and promote physical activity in the adult population.

Visit https://www.reach-wellness.com/ coretex.html Core-Tex also lends itself to popular ‘small group exercise’ on the gym floor.

“We are pleased to be able to offer quality training with Core-Tex installations,” added Jeff. “The highly respected Paul Edmondson (Gray Institute) is our Master Trainer for Core-Tex and can offer his insight and knowledge to implement and integrate Core-Tex into fitness facilities.

“Core-Tex is the latest addition to our growing portfolio of niche equipment for Reach Wellness to provide the benefits of reactive, coordination and balance training.

“Core-Tex also compliments Sensopro which is already gaining significant traction and appreciation in the UK market. With an ageing population we envisage the provision of reactive, coordination and balance training will be in increasing demand for falls prevention purposes.”

Paul concluded: “The reactive nature of the Core-Tex allows for infinite 3D chain reactions, and so much variability – that allows the movement system and the movement brain – for all those who use it, to really build movement skill/choice in any/all situations.

“The fact that Core-Tex tilts, translates and rotates (just like our bones do) is brilliant and parallels the bodies true function like nothing else.”

encouraged to approach gym staff to request support to progress their fitness journey. Happier members means increased retention.

Each club had their own private Amphi Games dashboard and members app. The dashboard enabled each club to view their own gym staff engagement statistics via pie charts, but also to compare results nationwide via leader boards.

The members app synchronises with the dashboard enabling ‘real time’ result visibility from all participating clubs. Participating club members said this brought an additional sense of camaraderie & healthy competition both within and outside the club as they could watch the results coming in.

As an added bonus, prizes were

given to members for taking part and medals for the competitive members for coming in the top three places.

The challenge provided a glimpse of a better future for gyms moving forward by enhancing gym staffmember interaction.

Both gyms have promoted the challenge and its success on their social media platforms, and they are keen to participate in future challenges.

Independent fitness clubs were also keen to take part in fitness challenges. The Barn (Oxford) and Castle Royle enjoyed healthy competition.

The concept is designed for clubs to become a hub and to throw down the gauntlet to challenge any gym or multiple gyms nationwide.

UK FITNESS SCENE

26

FACILITIES URGED TO LEVEL UP USING RD-DASH INSIGHTS

MORE than 400 delegates at the 10th Quest NBS and CIMSPA Conference, held at Derby’s Pride Park in February, were the first to hear insight from the company’s 2019 Annual Review, including trends in the sector, strengths, weaknesses and opportunities to improve.

Caroline Constantine, director of Right Directions, said: “We’ve seen fantastic results for first aid equipment provision, financial management and provision of swimming lessons.

“As an industry, we’re not so good at environmental policy, collecting feedback and optimising customer experience.”

She added: “Make sure you set out a plan for your facilities’ approach to the environment and look at how your centres are collecting feedback. Listening to and acting on feedback is essential for building customer loyalty.”

In a lively, quiz-based session, as part of Quest’s operations breakout stream, Gill Twell, head of operations at Right Directions, asked attendees to correctly guess actual findings from the review.

Looking at the maintenance and equipment module, it was revealed that three per cent of facilities were rated ‘satisfactory’ or ‘unsatisfactory’, while 12 per cent scored ‘excellent’.

It was also disclosed that 18.5 per cent of mystery visitors rated toilets ‘excellent’ and the lowest scoring section was ‘impact’, where facilities are asked to demonstrate how their actions dealing with issues that relate to maintenance or equipment have made a positive difference.

Gill said the quiz gave delegates a flavour of the information in the Review and invited them to drill down further using Quest’s online platform, the RD-Dash.

All Quest facilities will be issued

logins in the coming weeks to use the dashboard, which holds Quest Assessment data from 2018 and 2019.

Gill recommended using the tool to carry out analyses and benchmarking of assessment results.

She said: “Charts and tables can be created to visualise data and extract learnings for facilities and organisations on a regional and national level.

“It’s a great tool to help you get more value from your Quest assessment.”

Key findings from the Quest 2019 Annual Review Modules in which facilities had an overall score of ‘very good’ include: ■ Cleaning and housekeeping Facilities scored best within this module for keeping staff informed of the standards and procedures needed to keep facilities clean and tidy.

Nearly one third (32 per cent) were ranked ‘excellent’ for this.

The areas that could see improvement were those of reviewing strengths and

weaknesses and defining the impact of their efforts.

Mystery visits resulted in strong scores across the board in this module, with high levels of facilities scoring ‘excellent’.

For fire safety, almost two thirds (65 per cent) achieved the highest grading, while presentation (39 per cent) and monitoring (40 per cent) were other strong areas.

■ Maintenance and equipment Facilities scored best in this module for training maintenance staff to ensure competency, with nearly half of facilities (47 per cent) scoring ‘excellent’ for this.

Facilities received lower scores for reviewing performance and understanding the impact of their actions.

Mystery visits saw strong results in most areas assessed, with 55 per cent of facilities scoring ‘excellent’ for the provision of activity equipment and 44 per cent showing effective management of maintenance issues.

■ Environmental An area with potential for improvement was training staff in environmental awareness.

While 23 per cent scored ‘excellent’, 21 per cent were marked ‘satisfactory’ or ‘unsatisfactory’.

Mystery visits revealed facilities could do better to encourage customers to help with environmental management.

Only 13 per cent were scored ‘excellent’ for this.

However, there were many areas in which facilities performed well, with over a third achieving an ‘excellent’ score for displaying an environmental policy and raising awareness of this policy among staff; having a designated and competent ‘Green Champion’; and measuring and reviewing utility consumption.

More than three quarters (77 per cent) of facilities scored ‘excellent’ for implementing a regular testing regime for the management of water.

Quest NBS ran four of the 20 breakout streams at the conference, exploring topics linked to the assessment modules: engagement, operations and customer experience.

Practical and interactive, they were tailored to help delegates identify clear pathways toward engaging communities in health and fitness and striving towards continual improvement.

The Quest Annual Review and RD-Dash are part of a drive by Right Directions to modernise and improve the Quest scheme.

Gill told delegates: “The new insight package will support all operators to think differently about their service delivery and will give them the tools and data to work more smartly; identifying areas where they can achieve the most impact and deliver a greater return on investment.”

UK FITNESS SCENE

27

Advertiser’s announcement

How to increase your club’s revenue without increasing membership WHEN looking to increase a fitness facilities revenue most gym owners focus on increasing marketing spend in order to advertise the gyms existing services.

Although membership numbers is the bread and butter for many facilities there are now many ways to diversify business to offer a better service to members, differentiating your club from competition and adding value to the club all the while increasing revenue with these bolt-on services.

Red ocean vs Blue ocean strategy is key when making any decisions on your clubs place in the market, especially when deciding what services to offer in your club.

A Red Ocean Gym Model (Bloody with competition): Red Ocean is the model of a budget gym, offering a low membership cost and in return exploiting existing demand by offering members a basic service.

Because they don’t stand out from the crowd the low budget gym model heavily competes on price with some clubs offering a membership fee from as low as £12 a month making profits low and hard work for to maintain membership numbers.

A Blue Ocean Gym Model (An uncontested market space): Blue Ocean Gym model is what we see as a high end facility, focussing heavily on adding value to their gym by differentiating their offering.

They do not compete on price because no other gym offers the same comprehension of service. They are seen as the most desirable facility because they have a lot to offer their member.

They have larger profits than other clubs and when marketing focus on advertising their service and not cost.

How do we transform into a “Blue Ocean Facility”?

In order to differentiate from local competition we must ask ourselves what are we doing differently? What services can we offer to set ourselves apart in the market and not devalue our brand by only competing on price? In this feature I have included two new to the market services that can enhance a clubs offering and revenue.

Integrate the new 3D-Powersculpt If your club has a spare room available then you might want to consider a

brand new approach to muscle growth.

The 3D-Powersculpt is a brand new product launch from the company 3D-aesthetics. It uses High Intensity Focused Electromagnetic Technology to put your members through the equivalent of 20,000 sit ups over a 30 minute treatment all while the client is lying down on a treatment bed.

It’s designed to work alongside the members existing work out plan to enhance results by either using the device before a workout session to activate the muscles or as a stand-alone treatment members can book in for on their off-day.

You can charge £100 per session of 3D-PowerSculpt or charge £600 for the recommended course of 8 sessions.

The system can be integrated into a gym for a little as £440 +VAT. To find out more about integrating the 3D-PowerSculpt contact Scott Julian from 3D-aesthetics on 01788 220461.

Track your member’s progress with Fit3D Body Scanning Fit3D Body Scanning is a high tech wellness tracking service.

The Fit3D ProScanner provides

members with whole host of information including an impressive 3D visual of the body along with full body measurement, body composition stats, a full body posture report and wellness metrics.

By incorporating Fit3D into the induction process it shows your unique dedication on proving that your program is having a positive impact on your member’s health month on month.

We find that on average between 30 and 40 per cent of members use the service to track progress and at £30-£50 a scan per 100 members you’re looking to turn over between £3,000 and £5,000 a month.

Installing a ProScanner can cost as little as £214 +VAT monthly so profit potential is high.

On top of the pay-per-scan revenue it also has a big impact on member retention. One of the largest problem we face is members dropping off because they lose motivation due to lack of results, prove the result is there and retention / motivation levels improve dramatically.

To find out more about integrating a Fit3D ProScanner into your business contact 01788 220459.

UK FITNESS SCENE

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Advertiser’s announcement

Amazon Leisure becomes Bodytone’s exclusive partner in the UK AMAZON Leisure is delighted to have become the exclusive partner for Bodytone in the UK. Lee Massey, sales and production manager, said: “Conversations between both parties evolved quickly and from an early stage we felt this was a massive opportunity to work with a market leading global brand.

“The brand aligns with our future plans and ambitions for growth, we are thrilled to be introducing the equipment to the UK market.”

Bodytone and Amazon Leisure have the same visions and expectations for the UK market and are extremely excited to work together to make this partnership a success and establish the Bodytone brand within the UK. Amazon Leisure is already very well known within the UK gym equipment

industry having been established for more than 30 years.

We have been the UK’s leading independent supplier of both new and refurbished gym equipment during that period, priding ourselves on our levels of quality and service.

We cover the whole of UK, installing, servicing and relocating equipment on a daily basis, we also have the infrastructure in place for this continued growth.

Paul Dzialak, country manager, Bodytone UK, added: “Founded in 1996 with the global HQ located in Murcia, Spain, Bodytone now operates in more

than 40 countries.

“The brand recently launched in the UK and Ireland and there are clearly exciting times ahead.”

Bodytone has been hugely successfully internationally with significant growth into new territories in recent years.

The Middle East and China markets are examples of this. We have a strong presence in Europe and now we feel the timing is right to come to the UK. All our business support operations are managed in Spain, where we also hold stock of our products to allow for a quick and seamless delivery.

We provide the complete journey

for the client with design and layout guidance via 3D modelling and floorplans, we offer leasing and payment options and of course all our products are backed up with comprehensive warranties and service support.

We spent some time discussing the UK market and setting our strategy and quickly came to the decision that we wanted to partner with the right people who understand the market, have the capability to support the brand and product, more importantly would share our vision for the future.

We are delighted to have partnered with Amazon Leisure UK Ltd as the exclusive UK distributor of the brand in the UK. Contact Amazon Leisure for all Bodytone sales enquiries. Email sales@amazon-leisure.co.uk or call 01953 498098.

PRODUCT NEWS

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Leisure centre gets 351 members in six weeks

AS A fitness industry professional, you will relate to the tribulations faced by many small businesses in the UK, high competition, high overheads, a lot of hard work and in many cases a low profit margin.

With the rapidly growing number of competitor gyms including large franchise clubs offering cheap nocontract memberships, local health clubs have had to think outside the box to survive.

Brentwood Leisure Trust opened its doors in 1988 & has been a popular leisure venue ever since. With a fully equipped gym, swimming pool, group fitness classes, great staff and more, the centre has a lot to offer its members.

However, in recent years they noticed a drop off in memberships and knew they had to do something.

To make matters worse, three competitors in the area had large sales teams and invested significantly in their businesses.

Sitting back and crossing fingers wasn’t an option.

Roger Davison, CEO of Brentwood Leisure Trust made the decision to engage an external marketing company to help compete in an ever-changing industry.

Using Creative Fitness Marketing in 2012, Roger decided to run a second campaign in 2019 and was very pleased with the results.

“The numbers forecasted at the beginning of the campaign I was happy with, but we ended up beating these targets by almost 40 per cent,” Roger said.

The membership drive brought 351 new members into the club in a six-week period, resulting in a nice upfront cash injection and a very healthy increase in monthly direct debits for the club.

Excelsior adds strength to its digital team “The cost of the campaign being funded by CFM was something we would not have been able to achieve on our own,” added Roger, speaking of CFM’s model in which all marketing costs are paid upfront by CFM, and subsequently recouped through the membership fees of new joiners.

The multi-faceted marketing campaigns are designed to appeal to the masses and attract many prospects that wouldn’t normally consider joining a fitness centre.

The campaigns are structured to boost member numbers rapidly in a short period of time, with the ultimate goal being to increase monthly membership revenue and consequently secondary spend.

To find out more, check out CFM’s website www.cfm.net to download an information pack or call CFM on 0115 777 3333.

EXCELSIOR has announced the expansion of its digital team with the appointment of Allan Collins.

Allan joins Excelsior with 26 years’ experience in the fitness industry, working in both private and public sectors in customer facing and teaching roles, before setting up multiple education businesses delivering CPD training for companies including Jordan Fitness, Cybex and D2F Fitness.

Heading up technology and digital solutions, Allan will be responsible for investigating, creating and facilitating digital learning – a highly effective way to consume information in the process of education, training and development.

Chris Rock, managing partner at Excelsior, said: “We are thrilled to welcome Allan into our team – our goal is to ensure that as a business we are at the forefront of learning and

development from a technological and digital perspective.

“With Allan’s extensive experience we are well placed to meet the growing demand for micro-learning solutions across the industry.”

With a background in physiology working at Bupa Wellness, Allan is also a published author with Bloomsbury and has written and delivered hundreds of courses, workshops and seminars for leisure trusts, national operators, manufacturers and uniformed services in the UK and overseas.

He added: “I have always been dedicated to delivering high quality education to and for the fitness industry and I am incredibly excited to contribute to the success of digital solutions at Excelsior.”

For more information on Excelsior visit www.edt.education or email enquiries@edt.education

Bringing ideas to life ... Northwick’s remote engineer HUTCHISON Technologies has been paving the way in audio-visual design and solutions for health and fitness operators since 1991.

From 4x4 video walls displaying realtime workout feedback from the likes of Myzone, dynamic feature and effect lighting synced to the beat, distributed pro audio for that killer soundtrack or 270° wraparound immersive projection, our expertise lies in working with cutting-edge technologies and applying them in new and surprising ways – always with our customer’s vision in mind.

As members seek a more engaging gym-going experience, health and fitness operators across the industry now must go above and beyond to create outstanding experiences by offering world-class programming, virtual group exercise classes or mind-bending immersive workouts.

By making use of best-in-class audiovisual equipment that truly adds value and elevates a class or concept to the next level, operators can meet their members’ expectations and ensure they never look elsewhere.

By taking a collaborative approach, we work alongside our clients and, with a deep understanding of the industry and customer journey, our audio-

stops Corvid-19 spread

visual and lighting solutions are always thoughtfully designed and installed.

Through 2020 and beyond we recognise the need to offer trendy and inclusive boutique studio experiences, greater integration with health monitoring tech and an emphasis on holistic spaces and wellbeing.

Having been at the forefront from the off, our team has the knowledge, experience and passion to work with you to design and deliver the solution you are looking for.

NORTHWICK’S game-changing ‘remote engineer’ has become a key weapon in the fight against Corvid-19.

Introduced by Jon Isaacs, Northwick’s lead engineer in 2019, it was originally intended to be a low cost method of remotely diagnosing equipment problems with benefits to the environment while reducing repair costs and turn-around times.

However, it has really taken off following the global response to Corvid-19.

Gym technicians travel a great deal, cover a wide geographical area and come into contact with many people at many different locations ,which is a worry when it comes to the spread of coronavirus.

However, remote diagnosis avoids the need for an onsite visit and provides the equipment owner with an accurate root cause diagnosis and more repair options including the possibility of a self-repair.

Jon said: “We had already seen steady growth in orders for remote engineer since its introduction, but in the last few

weeks the demand has gone through the roof as a direct result of people needing to limit or avoid site visits.”

As a result, Northwick is laying on additional staff to deal with the increased interest.

Jon added: “As a former gym owner myself, I understand the criticality of the problem being faced and the choices that gym owners are having to make at this time.

“Remote diagnosis is turning out to be a key response in helping them mitigate the spread of this virus.”

For more information call 01386 555630 visit www.northwickassociates.co.uk or email justask@northwick.eu

Four tips to help Mum workout while looking after children

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By Steven Virtue

AS A mum, finding time to maintain a regular fitness routine when you have children to look after can be a challenge – whether it be taking care of a newborn, caring for a toddler, or providing endless lifts for school children.

Research from the Total Fitness Real Life Ready report revealed that 42 per cent of parents to young children would like to be fitter, however only 19 per cent regularly working out.

It’s important to set aside time for yourself so you can maintain a healthy lifestyle and understand that working out needn’t be a chore. Take advantage of some of the daily roles of childcare and turn these situations into an opportunity to exercise.

To explain how you can fit in a workout when looking after children here are four tips and exercises to help on your fitness journey.

1. Make naptime exercise time For mums with a newborn baby or toddler, naptime provides the perfect opportunity for you to fit in a quick workout, whether you’re at home or on the move. Home workouts are a great alternative if you can’t make it to the gym, with a variety of fitness DVDs or online routines available – simply find one which suits your fitness level and that you enjoy. If you prefer planning your own workout, create your own HIIT circuit (high intensity interval training), using weights and dumbbells where you feel comfortable to raise the intensity. HIIT training is an excellent

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Steven Virtue calorie burner and can be squeezed into as much or as little time as you have – perfect for while your child is napping.

2. Turn walking into a workout If you’re out and about, going for a fast walk or jog with your child’s pram allows you to fit in a cardio workout while they enjoy their morning or afternoon nap. This helps to strengthen your core and arm muscles whilst you push the pram and allows you to get some fresh air as you exercise. Whether you’re nipping to the shops or taking a stroll around the park, turning your walking routine into a gentle exercise will keep you active.

3. Combine playtime and exercise While your toddler or school child is enjoying their playtime, join in and make this a time for you to be active as well. Whether it being going for a bike ride, playing football or an afternoon at the local playground, keep yourself fit by spending quality time with your children and enjoy the health benefits it has to offer.

Zumba routines are a great way to involve them and they will love dancing around the room with you – not only is it fun but you will also burn fat as you move. Alternatively, why not make working out an educational experience, asking them to count your reps as you do various exercises. This is a great way to maintain a healthy lifestyle whilst spending quality time with your little ones.

4. Find a workout buddy It can be difficult to find the motivation to workout on your own, so an easy solution is to buddy up with one of your family members or friends – preferably someone with a child themselves and who has similar fitness goals to you. Plan in play dates, so whilst the children

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play together safely, you can both fit in a quick exercise routine to help you stay active. If you fancy going outside, take a trip to the local playground or park together. Walking remains a great way to increase cardiovascular fitness, burn calories and strengthen joints, and is easy to fit into your daily routine.

So there you have it – working out while looking after the kids couldn’t be easier.

Just remember to find a fitness routine which is appropriate to your fitness level and not to push yourself to hard. Exercise should be enjoyable, and you have the added bonus of enjoying quality time with your children in the process.

■ Steven Virtue is the fitness content and programming manager at Total Fitness.

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