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August 2012

The UK’s No 1 fitness industry magazine

Treatment by exercise is key to lasting legacy By Christina Eccles MORE widespread use of exercise to treat diseases will be among the key factors in helping to achieve a lasting public health legacy as a result of hosting the Olympics, experts have claimed. When the country bid for the Games, one of the then Government’s main objectives was to host the first Olympics which could create a long term health legacy for the host countr y. But a recent report from The House of Lords science and technology select committee expresses disappointment in a lack of joined up thinking in go vernment on delivering this legacy. The report – Sport and Exercise Science and Medicine: Building on the Olympic Legacy to Improve the Nation’s Health – said evidence received by the committee suggested barriers preventing the treatment of ill health by exercise include a lack of awareness by health professionals, inadequate training and guidance for these pr ofessionals, and lack of confidence in exer cise referral schemes. And it recommended more should be done to look into the benefits of exercise to prevent and treat diseases. The report said: “Given the estimated

costs of inactivity and the potential benefits of the use of exercise as a preventative measure and treatment for chronic diseases, we recommend that the National Institute for Health Research and other research funders should stimulate research to translate findings of sport and exercise science and medicine to public health benefits.” FIA CEO David Stalker commented on the findings. “As the Royal College of Physicians highlighted in their report Exercise for Life, there remains a lot of work to be done if we are to establish exercise as a routine part in the treatment and management of chronic disease,” he said. “This report only serves to reinforce the importance of the health agenda for the sports and physical activity sector. “Understanding the contribution that professionals in our sector can make is important but we have to recognise we are only one aspect of this challenge and that working with the medical professions is absolutely crucial. “Building further understanding and awareness of our shared objective – a healthier and more active nation – is the key first step in the collabor ation that is so vital to this agenda.”

No 227 £3

Blackpool plays host to fitness conference

Global sportswear brand adidas and video games publisher 505 Games have launched the adidas miCoach console game to aspiring athletes across Europe. The game – available on XBox 360 and Sony Playstation three – allows users who currently interact with the system through mobile apps and online to e xtend their training programme into their living rooms. miCoach features 18 of adidas’ globally recognised athletes, including Olympic heptathlete Jessica Ennis (pictured), allowing users to train side by side with their heroes via discs and downloadable content.

A MUST-attend conference is taking place in Blackpool later this year, aimed at independent operators who want to improve their businesses. The conference, Maximising Potential with Minimum Outlay, is being held at the town’s Hilton Hotel on October 18 and will include presentations from some of the fitness industry’s most well respected figures, as well as opportunities to network and share ideas with other independent gym owners and key suppliers. Speakers already signed up include top personal trainer and international fitness presenter Dean Hodgkin, CEO of CFM Dave Wright, successful independent operator Andy Peacock from Warehouse gym near Huddersfield, and social media expert Matt Bradney, with topics up for discussion ranging from marketing tips to successfully generating secondary spend. The seminar is being organised by Script Events – the company behind the successful annual National Fitness Awards – in conjunction with Workout, the UK’s number one magazine for independent gyms. To find out more or book your place at the event, visit www.scriptmedia.co.uk/events


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Owner carries Olympic torch in home town

By Christina Eccles

INDEPENDENT gym owner Rebecca Kane got the chance of a lifetime when she was picked to carr y the Olympic Torch through her home town of Huddersfield. Rebecca – who owns Kane Academy in Lockwood, West Yorkshire – was chosen to run with the Olympic Flame after being nominated by one of her students in recognition of her efforts coaching children with conditions such as Aspergers and Dyspraxia and running a women’s defence group. Her fellow torchbearers included Paralympian Hannah Cockroft and Rebecca – who herself is a world martial arts and a British Irish dance champion – told Workout carrying the torch in front of a 40,000 strong crowd was an amazing achievement. She said: “When I got the email to say I had been chosen, at first I thought it was spam so I deleted it. I didn’t fully believe it until the tr acksuit came. I was really nervous on the day but it was a br illiant experience.” The event generated priceless publicity for Rebecca after it was picked up by the local press and she is now hoping this will have a knock on effect in the club – helping to r aise its profile and potentially attract some new members through the doors. She added: “We have had lots of local news coverage and I’ve been into over 20 schools in three weeks with the torch. “Some of them have been asking me about doing clubs in the schools , so I’m hoping to work with them.” Over the last three years, Rebecca

Gymophobics Redditch members who took part in the annual Cir cuit for Life charity event. Photo credit: Bullivant Media Ltd

Charity event raises £2,000

Rebecca Kane has been gradually building up her club and now runs about 16 classes per week, ranging from kickboxing, to Irish dancing, Zumba and little warriors for children. She is also one of the only instructors in the area qualified to teach Filipino martial arts. Her future plans include opening a soft play and creche area to attract more mums into the club and staging more charity events. She also said she would be keen to forge links with other local gym o wners to share best practice and organise charity challenges and competitions between members – if you would be interested in speaking to her, contact Workout and we will pass your details on.

AWARD winning club Gymophobics Redditch raised over £2,000 in just 24 hours by holding its annual Circuit for Life charity event. The club, which won the Community Involvement award at last year’s National Fitness Awards, made £2,400 for Cancer Research UK by staging the event – where members, their friends and family kept the equipment on one of the gym cir cuits utilised for a full 24 hours. Director Zoë Cooke said: “The event involved many of our members, their friends and family and it was so

incredibly busy. All through the night more people kept on arriving to help us keep the circuit going which was amazing. In total in just over two years we have now raised a massive £29,369 for Cancer Research UK including £12,118 worth of clothes and unwanted gifts donated to the local Cancer Research UK shop.” The Circuit for Life event also included tombolas, sales of cakes, plants and jewellery and competitions, as well as a balloon release in memory of everyone affected by cancer. Advertising

www.workout-uk.co.uk

Official media partner of the Fitness Industry Association

Sales and marketing director: Tony Barry Sales manager: Daniel Lloyd Tel: 01226 734699 dl@scriptmedia.co.uk Assistant sales manager: Danielle Hornby Tel: 07860 522 230 dlh@scriptmedia.co.uk Field sales executive: Chris Hartley Tel: 01226 734709 ch@scriptmedia.co.uk

Editorial

Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia.co.uk Chief reporter: Christina Eccles Tel: 01226 734463 ce@scriptmedia.co.uk Reporter: Helen Williams Tel: 01226 734694 helenw@scriptmedia.co. uk

Script Media 47 Church Street, Barnsley, South Yorkshire S70 2AS


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ASA choose Learn2Swim software

SWIMMING governing body, the ASA has chosen Gladstone Health and Leisure’s Learn2Swim software for use in its swim schools. The endorsement will see Gladstone supporting ASA swim schools and instructors with its Learn2 Swim management software program, which is designed to simplify the swim school administration process, reduce pressure on staff, improve customer service and aid retention. Head of sales for Gladstone Health and Leisure Tom Withers said: “Lesson objectives are preloaded onto the software as standard, saving valuable teacher time, and, alongside the 50-week (rather than termly) programme, the unique parent portal will provide an important seamless link to help keep children coming back for swimming lessons week after week and year after year. The ASA is a progressive and modern governing body that aims to drive up quality within the sport, and the endorsement of the software programme represents another step forward in this – helping ASA members to improve lesson delivery and administration and in turn increase pupil retention.”

London gym signs up to GoodGym project AN independent gym in London is taking part in a scheme which pr omotes exercise while at the same time helping out local good causes. The Reebok Sports Club in Canary Wharf has signed up for the GoodGym project, where a group meets at a designated point – in this case, the gym – to take par t in a run. Along the way, the group stops to volunteer at a community project – previous examples have included clearing land for a community garden and helping a school make a new vegetable patch. The club started working with GoodGym at the beginning of this year and holds at least one r un per month, which are open to both members and non members. Director of sales and marketing Diane Kay explained: “As a runner myself, I immediately wanted to get involved when I saw what the GoodGym scheme was all about. Essentially it’s about promoting health and fitness to the wider population by running for a meaningful cause. “The benefits to the gym are that it helps members exercise more, it helps them make exercise fun and it helps them achieve set goals. It’s about motivating people to want to exercise by engaging them in something dif-

The Reebok Sports Club. ferent. Some people need more motivation than others to exercise as it can become boring if exercising everyday on the same equipment. With GoodGym, if you’re running to help somebody who is elderly and isolated you can’t let them down, it’s not an option, which is why it ’s such a great way of exercising and why we wanted to get involved.” According to Diane, letting non members take part works well as it helps to promote keeping fit to people who previously may not have thought about joining a gym. She added: “We are inclusive and

actively want to promote the benefits of being healthy and exercise into the wider community. During the London Games we will be encouraging members of the public to use the facilities if they plan to run or cycle to work instead of using public transport by taking advantage of our one week £30 summer memberships.” As well as hosting more runs in the future, the Reebok Sports Club is also preparing to roll out a structured refurbishment programme, starting with the redevelopment of its spa in September, followed by improvements to the restaurant and gym.


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Personal trainer prepares for epic Atlantic challenge By Helen Williams PERSONAL trainer Finn Christo is among a group of four Bolton businessmen preparing for an epic fundraising challenge – rowing 3,000 miles across the Atlantic. The team aims to raise £250,000 for Bolton Lads and Girls Club and is backed by celebrities like comedian Peter Kay. The cash will go to the club’s junior mentoring programme which helps vulnerable children in socially and economically deprived areas. The ocean rowing boat will leave on December 2, 2013, from San Sebastian, La Gomera, a tiny island just off Tenerife, on a west-bound heading to Port St Charles, Barbados. The race should take between 35 and 45 days. Not only will the team be taking on an enormous test of physical and mental endurance but they will be doing it competitively as part of the 2013 Talisker whisky Atlantic challenge. Among hazards will be sharks, 30foot waves, extreme temperatures and painful salt sores. There is also a risk that the team, supported by two reserve rowers, might run out of water. The race is unassisted, so once underway, the crew will have no help from the outside world although support vessels will follow the boats as

Finn Christo preparing with his team mates. essential safety back up. Two of the crew will row while the other two sleep, but only for 90 minutes at a time in a space smaller than a single bed. Finn said: “We’ve been doing some fundraising events and the reaction from the public has been either ‘that’s fantastic’ or ‘are you insane?.’ It was our skipper Mark Brocklehurst who came up with the idea. We wanted

something outrageous to make an impact. “The Bolton Lads & Girls Club is built on donations – the wor k it does is so valuable, for example in engaging kids in health and fitness , you have to see it to believe it.” Along with Finn, the team is made up of Matt Tomkin, Mark Brocklehurst, Nick Griffiths, Colin Nulty and Vinny Kelly.

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Programme expands into Europe

THE world’s largest gym access programme, PayasUgym.com, has expanded into Europe with the addition of three new Holmes Place clubs in Warsaw, Poland. The service enables people to use gyms and health clubs on a flexible basis, paying per session via a free online account, which users top up with credit in a similar way to using a pay as you go mobile phone. CEO Jamie Ward said, “The attractiveness of the service to customers has been clear right from the start. “We give people the opportunity to either use the gym on a casual basis that fits in with their lifestyle, or to take their time trying a few different clubs before choosing the one they wish to join. “For gym managers the opportunity lies in the new customers we can attract for them by helping more people get involved in health and fitness. “We are delighted to be working with Holmes Place in Poland as it further expands the network of gyms we can offer to customers.”


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A Judofit class in action.

Freedom Leisure celebrates success of Judofit classes NOT for profit operator Freedom Leisure is celebrating the success of its Judofit classes, which have been helping members find a fun new way to get fit since launching earlier in the year. The class, created by British Judo, has been running at Freedom centres for the last six months – and is pr oving to be a hit with both members and instructors. Judofit instructor at Freedom Leisure Hailsham Jayne Brockwell explained: “Many customers have been inspired by the Olympics and are keen to give new spor ts a try. “Judofit is popular because it offers an accessible ‘taster’ of the Olympic sport of Judo to exercisers of all abilities, but most of all because our customers just love the fresh and fun concept which gives them the chance to try something new.” Instructor training involves a oneday course, which earns instructors eight REPs points on completion. An

exercise to music qualification is the only pre-requisite and so far, 34 instructors have become accredited – currently running 18 classes per week with an average of 16 people attending each class. British Judo has now developed a bolt-on course which gives fitness professionals with a REPs level two qualification the skills to r un Judo inspired small group PT sessions. The masterclass is centred around partner work and uses resistance bands to increase the intensity. Development director at British Judo Mark Beecher added: “Feedback from the classes has been really positive but participants are really embracing the judo concepts and want to take their workout to the next level. For us this meant developing dynamic partner work to give the exercises even more synergy with the sport of Judo. The masterclass will also be another effective way for us to bring Judo into the gym environment.”

Technogym has signed an agreement with the FA to become the official fitness equipment supplier to England’s new national football centre in Burton-Upon-Trent. The company’s equipment will be used in all five of the gyms at St. George’s Park, including three situated within the site’s sports facility and two onsite hotel gyms. The FA is officially opening the centre later this summer. St George’s Park chairman David Sheepshanks is pictured with Technogym founder Nerio Alessandri.


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Gym boss exercises his generosity to homeless man By Katia Harston

A HOMELESS man living in the shadow of a new gym in B arnsley has been offered a job and somewhere to live by the chairman of the company. Lifestyles Fitness, on Shambles Street, is due to open later this month but staff discovered one of the recesses at the front of the building is home to Dean Sanders, who is sleeping rough there. Instead of turfing him out and moving him on, the company chair man has offered to rehouse Dean – and give him a job at the fitness centr e. Dean, who has been living on the streets for about two years, said he was staggered at the offer and after much deliberation he has decided to accept. Lifestyles Fitness chairman Carl Gripenstedt said: “He was going to be kicked out straight away but I have been working with homeless people for a long time and I said to staff, ‘no, no we do not do that’. “I sent the managing director to speak to Dean and asked if he would be comfortable with us offering to find him a flat which w e can house him in and convert it so it is really cosy with a TV, fridge, bath and shower and other things I can pr ovide him with. “For the running costs we will take 10 pence from every customer’s fees to pay for him, and if it is shor t we will top it up. “I have also offered him a job so if he is capable and suitable enough to work, we have a job for him in outreach, handing out leaflets for the gym.

“I really do not want to kick him out. If he wants, we will help him. “With a little determination he will come out of the side of his pr oblems. I would be really proud if we could turn him around.” The centre’s manager, Shane Williams, has been keeping an ey e on Dean and taking him food. He added: “I think it’s brilliant what the company is doing, I have never known it before. Anyone else and they would have moved him on straight away.” Mr Gripenstedt said he has a ver y personal reason for his support of homeless people and feels strongly about it in the UK. 15 years ago he met a homeless man, Joey Briggs, and his two dogs in a subway tunnel in London and attempted to rescue them from the streets. It is a moment that Mr Gr ipenstedt said changed his life. “He was a very sensible man and we chatted. We became friends and stayed friends until his death. “Joey eventually had to have his leg amputated and couldn’t sleep rough any more but couldn’t go anywhere because of his dogs. “He asked me if I could take them and I did. Two years ago Joey was finally reunited with his dogs before his death. They are still here with me now in Sweden.” Dean said the offer could tur n his life around. “I have slightly mixed feeling about it all but I’m going to do it. “I think it could be the worst day or the best day of my life, but I will not know until I go for it.”

Members and staff at an independent gym in Dudley held a week of events to r aise money for charity. Unique Fitness 4 Ladies Only staged events including indoor and outdoor fitness classes, a coffee and cake morning and a r affle to generate funds for Primary Sclerosing Cholangitis Support – after a member whose child is suffering fr om the disease appealed for help to raise awareness. The club raised £1500 for the charity.


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Three words key to web marketing By Christina Eccles

Cybex International has installed gym facilities at the The Quadrant:MK, the new national headquarters for Network Rail. The Milton Keynes site will be used by Network Rail to accommodate over 3,000 staff across its key departments. Alongside the newly built fitness centre, the site will also include a food court, convenience store, shower and changing facilities and over 250 bicycle parking spaces, as the company encourages an active lifestyle amongst its employees. Cybex equipment in the gym includes five 750T tr eadmills, five 750AT Arc Trainers, 750C upright and 750R recumbent cycles. The contract to equip the new facility was won by Nuffield Health.

Experts agree to SIBEC debate SOME of the UK fitness industr y’s biggest names have signed up to debate the latest issues affecting the sector at SIBEC in Hungary this Autumn. ‘Changing the model’ will form the basis of discussions – with exper t panellists including John Treharne, CEO of The Gym Group, David Stalker, CEO of the FIA, M artin Kay, CEO of sporta and Mark Lemmon, MD of The énergie Group. The panel will accept questions

from an audience of 200 key buy ers and suppliers in a Question Time style debate. Event director David Zarb Jenkins said: “This question and answers session has become a ver y popular part of SIBEC. “It’s not very often so many key industry professionals gather under one roof, so it makes sense to take advantage of this to explore some of the key challenges and opportunities facing our sector.”

USING a simple three word phrase on all your online marketing can help potential members find your gym more easily in a crowded marketplace, according to an expert. Frank Furness was among the speakers at the FIA’s annual Flame Conference, which this year took place at Magna, and spoke to delegates about the importance of upping the ante when it comes to using social media and website content. To make your gym more visible online, Frank recommends using a three word phrase, which sums up your business, and using this phrase on all your online profiles – from Twitter to Facebook and LinkedIn – meaning that when potential customers search for key words to find a gym, y our club will feature high up in the results. Frank said: “Social media is changing the way we think. People are now finding us – and are looking at our websites and for interaction from blogs and forums. “Anywhere you have a profile, you should be using that three word phrase.” Frank also added that integrating video content and photos into w ebsites and social media platforms can also be a good way of engaging

with both new and existing members. His top tips include:  Post short videos on to your website and online channels such as YouTube, including content such as inductions, testimonials from satisfied members and an introduction to your gym team.  Send out a regular e-newsletter to your members with news from the club – this adds value to their memberships and helps them to feel par t of a community.  Follow your top 10 competitors on Twitter to see what they are up to.  Set up a Facebook business page to interact more with your customers online.  Have a call to action on y our website – for example encourage people to call now for a free trial or download additional content.  Use videos to help customers get more from their workouts and offer helpful tips and advice. He added: “Keep your YouTube videos to about two minutes in length. Think about your customers and their challenges. Look at the problem, provide a solution and a call to action. To maximise your YouTube views, look at what is already popular and has lots of views. Copy tags and key words and comment on other videos.”


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Alan Rayment carrying the Olympic torch through London on its way to Athens in 2004.

Amputee Alan takes over running of college’s gym By Helen Williams A FORMER truck driver who had both legs amputated has gone on to become a fitness manager, a triathlon champion, and an Olympic torchbearer. Dad of two boys Alan Rayment has been a wheelchair user since 1998 and now works as manager at Scunthorpe’s Kingsway Fitness Suite – part of North Lindsey College. As a child he suffered from Perthes disease which affects the hips but that did not stop him from achieving his ambition to become a truck driver like his father. However, he later developed leg ulcers and contracted MRSA, resulting in the amputation of both legs. Alan worked in the truck company’s offices for six years, becoming transport manager, but in 2001 decided to go back to college. He did an NVQ in business administration. He said: “My weight had gone up to 16 stones and everything was becoming a struggle. I was working in Asda when I met Tony Simpson – someone who really inspired me. “Tony was 22 stones but asked me to join him in doing the London marathon.” Completing the marathon in 2004 in a wheelchair in seven hours and 35 minutes gave Alan the fitness bug. He added: “I have raced for Great Britain in triathlon collecting medals at national, European and world

Alan with his two sons and the Olympic tor ch he carried through Grimsby recently. events, and completed many challenges from Lands End to John O’Groats to the London Marathon in 2009, which I finished in two hours and 33 minutes.” Over the last decade Alan has gained qualifications enabling him to teach all aspects of fitness. In 2009 he won the National Training Awards for his learning and in 2011 was awarded an honorary degree of ‘Dr of Health Science’ at St

John York University. He said: “Being involved in sport and fitness is a massive par t of my life, not just working as a fitness manager but ensuring opportunities are open to everyone. You can achieve if you set your mind to it.” In 2004, Alan carried the Olympic torch in London on its way to A thens – and this June he carried the torch through Grimsby on its way to the capital.

Gravity to open first dedicated UK studio THE UK’s first dedicated Gravity studio is set to open in H igh Wycombe later this year. The studio, currently in development by Gravity UK’s principal shareholder Physical Company, will be set across two floors, with a personal training studio downstairs and group studio upstairs. Customers will be trained by the

Gravity master trainers on the latest equipment, with the studio also doubling up as a showroom for Total Gym equipment and host industr y training courses. After the launch, scheduled for October, there are plans to build on the br and with new sites in London and the S outh East. Physical company sales and mar-

keting director John Halls said: “Gravity on Total Gym equipment has been gaining momentum consistently in recent years and has proven very successful for the Physical Company group, “It’s the right time to be branching out so setting up the studio near our headquarters in High Wycombe is an exciting new challenge.”


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Two independent clubs are celebrating after being chosen to take part in a groundbreaking new exercise study, conducted by the FIA Resear ch Institute – a partnership between the FIA and University of Gr eenwich. Christina Eccles found out what this means for their facilities – and why they ar e proud to be flying the flag for independent operators.

Two independents signed up for structured exercise study EARLIER this year, the FIA announced details of the UK Fitness Centre Health and Wellbeing Investigation and asked for member sites who were interested in taking part to submit an application. Out of those who applied, 26 clubs from around the country have now been successfully chosen, with independent operators represented by two facilities – Pontefract Squash and Leisure Club and ESPH in Dulwich. The study – the largest UK fitness centre based health and wellbeing investigation – is based upon a successful pilot completed last year with Impulse Leisure. It will compare the effectiveness of structured exercise programmes against unstructured exercise and physical activity counselling among 3000 participants. Participating facilities will receive an evidence based programme offering training for staff, academic recognition and scientific equipment and two staff members from each will receive a training programme by the University of Greenwich, upskilling them to deliver academic level research. Gym manager Pete Todd will be trained to deliver the programme at Pontefract Squash and Leisure Club, alongside personal trainer Craig Bower. And Pete told Workout, he was keen to apply as the pr oject fitted in well with what he is tr ying to achieve at the club. He explained: “When I heard about the research and that they were looking for facilities to take part, it married up perfectly with my business plan to develop the facility into a community hub and wellness centre. “My vision for here exactly matches the FIA’s mantra of more people, more active, more often.”

‘Some people do not understand the implications of not being active, but if we can present the benefits of exercise in an easy, understandable way, that’s fantastic.’

Max Sharp

Pete Todd

Each club will be expected to recruit 100 participants and Pete added this will be a great opportunity for the club to reach out to people who aren’t currently exercising regularly. Using tools such as MyZone to monitor movement – something which is already working well in his gym – will also help par ticipants to see the benefits of physical activity for themselves. He added: “The bar (for applications) was set high and I’m proud our facility passed that bar. I’m really excited, not just for the club but for the surrounding population. “This research will provide valuable information. Some people do not understand the implications of not being active, but if we can present the benefits of exercise in an easy, understandable way, that’s fantastic. It’s a potential game changer.

“As an independent operator, this is also going to give us massive publicity about what we do and what we can offer to people in the local area that no-one else will be able to offer.” The other independent gym chosen to take part is ESPH in Dulwich, which is taking a slightly different approach to the project. The club sees itself as a ‘physical health centre’ rather than a gym – with all members benefiting from health screenings when they join – and staff already working closely with the medical profession. Managing director Max Sharp said: “We are a physio company in origin, which got into the gym market about five years ago. Exercise from a healthcare perspective is our niche. “We are very keen to be involved in anything that helps to pr omote exercise. “We see ourselves, as I’m sure

other operators do, playing a key role in improving public health generally. “And there is a real need to encourage this group of consumers to exercise. “We already work with GPs and the broader health community. Our message is that exercise is fundamental. The rest of the industry is catching up to the message we have been pushing since we began.” The first stage of the investigation is taking place over the coming weeks and involves the training of the exercise, health and wellbeing champions – two staff members from each site – who will be delivering the project in their clubs.  Workout will be following the clubs as the study progresses. Look out for updates in future issues about how they are getting on.

THE 26 sites taking part in the study, sponsored by MyZone and Lifetime Health and Fitness, are:  Active Nation, All Seasons, Chorley.  Active Nation, Yarborough, Lincoln.  Active Nation, White Horse, Abingdon.  Aquaterra, Highbury Pool and

Fitness Centre.  DC Leisure, Harborne.  DC Leisure, New Malden.  DC Leisure, Taro.  Doncaster Culture and Leisure Trust, St James Leisure Centre.  ESPH, Dulwich.  Eze Fitness, Derby.  Eze Fitness, Redditch.  Eze Fitness, Scarborough.

 Fitness Express, The Shrewsbury Club.  Fitness First, Thomas More.  Fitness First, Tottenham Court Road.  Fitness First, Bristol Aspects.  Halo Leisure, Hereford.  Life Leisure, Avondale.  North Lanarkshire Leisure, Coatbridge.

 Pent Valley Leisure.  Pontefract Squash and Leisure Club.  Sodexo, WoodLand Wellbeing Centre.  The Club Company, Chartham Park.  The Club Company, Nizels.  The Club Company, The Essex.  Topnotch, Colchester.

Gyms across the UK to give feedback


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Take a bite of the apple to improve potential By Matthew Januszek, Escape Fitness READING through my emails recently, an article from Forbes.com by Carmine Gallo caught my eye, and my imagination. Gallo has spent a year researching the Apple Store experience and their engagement with the customer. In every Apple store, before the doors open to their customers, staff position the screens of the laptops at 70°, making sure it’s exact using an iPhone app to check it. Do they do this just to make the store look pretty? That is part of it Gallo says but it’s more than that. It is to encourage customers to tilt the screens to their ideal viewing angle – to get customers to actually touch the device and start interacting with it. The article goes on to say that every computer and iPad in the store is connected to the Internet, loaded with software and stuffed with interesting apps. Apple wants its customers to touch and play with their pr oducts in store. But why? Surely customers can be encouraged to spend without playing – wasting the valuable time of the staff? Well yes, they can but Apple are trying to instil customer loyalty to the brand as well as creating an ownership experience. Gallo talks about taking his daughters into an Apple store where they were encouraged to play and how, every time they go to their local shopping centre now his daughters beg him to take them to Apple but never ask him to take them to a competitor ‘big box’ retailer where the devices are switched off and the screens are black. In an Apple store everyone is encouraged to touch and play with the devices creating a multisensory experience for the customer.

Customers actually experience what Apple has to offer. They can use the devices, see the performance and experiment with the equipment. Customers can spend all the time they like playing and won’t be pressured to leave. The point of this is to cr eate interaction and engagement with the aim of instilling a sense of br and loyalty. All of this got me thinking about the health club industry and the challenges it faces – pretty similar to the challenges Apple faces. A health club owner wants to get people through the door, get them to want to experience what they have to offer and wants to keep them as members. But why should people want to use one gym over another? What makes one gym stand head and shoulders above the rest? And how does that gym hold onto its members in the long term? Maybe taking a leaf out of A pple’s ‘ownership experience’ book could help health club owners meet the challenges they face? We know member engagement helps with member retention and Apple seems to have got this pretty much spot on. Maybe it’s time for the health club industry to take their member retention strategies further? How can we do this? Taking a look at our gym spaces and analysing how they are being used could help. We know that the way equipment is laid out and how floor space is laid out can affect the flow for members from one exercise to another and can encourage members to move around the gym. Apple encourages its customers to experiment, maybe that can be translated into the gym getting members to try out areas they don’t normally venture into? Flooring can also affect how members move around. Line markings and colours can be used to encourage flow from

Matthew Januszek one area to another, to create new zones and indicate areas – after all, everything you do in a gym is done on the floor! What else can be done to encourage gym members to experiment with equipment or classes they don’t normally partake in? Take a look at your equipment. Is it enticing and exciting? Or is it drab and shabby-looking? Is it tactile, does it encourage someone to touch it? It may ‘do the job’ but does it make someone want to pick it up and use it? Investment in good quality, exciting and innovative functional equipment could create more interaction and experimentation. Is the floor clear and have y ou got the right storage racks and options?

Take a look at an Apple store – the devices are laid out on clutter-free desks, open and switched on, inviting customers to interact with them – you wouldn’t see a worn out iPad sat on a desk in store! Music has a huge effect on our emotions so making sure the right kind of music is being play ed through the sound system can create the right feeling for the gym or even for each zone. Lighting affects our moods too as do aromas – making sure these are right for your gym and your members is just as important as the right equipment and classes are. All of these aspects can inspire and excite members, creating the right kind of atmosphere for the space. The use and mix of colours and the design of images on the walls affects how people feel so making sure these are inspirational, engaging and reflect your brand will help members engage and make the decision to stay. Education features highly in the Apple ‘Five Steps of Service’ with customers having access to enthusiastic, passionate, knowledgeable staff and, if they need more help, the ‘Genius’ which is a technical specialist. This translates so well to the fitness industry. Enthusiasm and passion are infectious and members will feel comfortable taking advice and interacting with staff or PTs who know their stuff. Small group classes on the gym floor by educated, enthusiastic trainers could possibly encourage members to have a go at something new. Using all of these aspects could help a gym create the multisensory experience that has helped Apple ensure their brand loyalty. If a gym switches on all of its devices and encourages people to stay and play maybe a potential member would become a loyal member?


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Awards mark training firm’s 20th birthday OVER 100 members of staff – plus special guests – attended a glitter ing party and awards ceremony, marking Premier Training International’s 20 years in the industry. The big birthday bash took place at Bisham Abbey in Marlow, where guests celebrated the achievements of the company, its staff, graduates and students. Founder and chairman Norman Basson welcomed guests to the event and shared some insight into what life was like 20 years ago when the company was born. The event also played host to the first Premier Employee Awards, which rewarded and recognised the achievements of the people within the business who work hard to deliver the very best service and education to the industry. The award winners on the night included: Product Innovator: Ben Pratt, Regional Tutor Manager (North). Sales Machine: Hakeem Saheed, National Course Advisor. Contributor to Events: Ben McDonald, Health, Fitness and

Nutrition Tutor. Unsung Hero: Victoria Even, Sales Ledger Assistant. Outstanding Trainer: Steve Harrison, Regional Tutor Manager (South). Outstanding External Verifier Award: Pete Davies, External Verifier. Longest Standing Employee Award: Fiona Cook, Assistant Accountant. Outstanding recognition Award: Beckie Chappell, Customer Services Manager. CEO Debra Stuart said: “We wanted to do something to celebrate our 20th anniversary and celebrate the people who work tirelessly to ensure we remain the industry’s leading training provider. “It was a great evening and a testament to Norman and everything he set out to achieve 20 y ears ago “The health and fitness industr y is changing and evolving and it’s never been so exciting to be part of it. Premier continues to push boundaries and develop new and innovative courses – all of which is designed to ensure that Premier maintains its industry leading reputation. We’re looking forward to the next 20 y ears.”

Wattbike has launched its group cycling class into Virgin Active’s flagship club, 200 Aldersgate in London. The club includes a training suite of eight Wattbikes set up in a dedicated zone, with classes available including how to Wattbike and Wattbike fast classes, alongside 1-2-1 sessions with trained instructors and a range of specialised training and testing programmes for cyclists and triathletes. Head of fitness at Virgin Active, Alan Holl, said: “Health club users have become more sophisticated trainers in recent years. They push themselves harder, are more technically knowledgeable and demand the best available equipment. Wattbike’s pedigree as a training device for elite athletes makes it a natural choice for use by our member s and personal trainers.”

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20&21 Kettlercise

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There were big celebrations at the recent FIA and Matrix Flame Awards when Sports Leisure Management’s brand Everyone Active was named operator of the year for an unprecedented third year running. Christina Eccles spoke to SLM’s managing director David Bibby about what the award means to them – and shared the secrets of the company’s ongoing success.

Everyone Active’s three wins at the recent FIA and Matrix Flame Awards followed the opening of multi-million pound Plymouth Life Centr e.

Award wins add to gym chain’s year of successes 2012 is already shaping up to be a vintage year for Everyone Active. The momentum was kickstarted back in March when the operator opened its most ambitious project to date – the multi-million pound Plymouth Life Centre. About 25,000 visitors – plus a host of well known sporting stars – attended the opening weekend, taking part in taster sessions in a variety of sports and activities designed to show local people that the centre could offer them something, whatever their interests. This was then followed by success at the FIA and Matrix Flame Awards – this year taking place at Sheffield’s Ponds Forge International – where the company’s achievements were recognised with three trophies on the night. As well as scooping the coveted operator of the year prize, its online portal Everyone Active Online won the Spark of Innovation Award and Everyone Active Mid Suffolk Leisure Centre, run in partnership with Mid Suffolk District Council, was named Leisure Centre of the Year. David said: “To win leisure operator of the year is a huge achievement but to have won it three years in a row is amazing and completely unprecedented. The award represents the fantastic dedication and effort that our colleagues at Everyone Active put in on a daily basis both in our centr es and at head office. “We were absolutely delighted. We won another two awards at the same time, so it was a fantastic evening.” Although David was extremely pleased with the win, he said he wasn’t surprised as Everyone Active clubs are improving year on year. He added: “I wasn’t shocked – I gen-

uinely thought we deserved it. Our standards have improved, so if we were the best operator last year, then we are a stronger operator now than we were then.” David puts Everyone Active’s success down to two things – what they can actively deliver to members on the ground level and continuous innovation, such as Everyone Active online, a website which allows people to monitor their exercise levels via their own online activity planner and gain access to free workouts. “The basic standards we deliver to our customers and having attentive, knowledgeable staff should be standard – but it’s not easy to deliver that consistently across 80 sites. “Everyone Active is just that – it’s for everybody. Everyone Active Online takes our message out beyond the confines of the leisure centres.” One of the biggest projects in the pipeline over the coming months is a new site in St Albans – including the first spa facility Everyone Active has managed. But as the company continues to grow, David is confident that the quality which people have come to expect from Everyone Active will remain. He added: “I think maintaining high standards is an awful lot easier than lifting up to high standards. We have these standards in place and a team that know how to deliver them so I’m confident we will be able to keep doing that. Our business is about taking on operations that are not at the standard we expect and putting in these procedures to make sure they are. It’s an exciting thing – the company is growing and we are putting our stamp on new facilities and continuing to pick up new business.”


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VIBRATION TRAINING

The FitStop pilot study supports the Government’s newest public health initiative.

Sainsbury’s staff increase activity level during pilot By Christina Eccles A SIX-month pilot study using Power Plates has been helping Sainsbury’s employees to increase their activity levels while supporting the Government’s newest public health initiative. The FitStop pilot study was run at Sainsbury’s Coventry office, where workers were encouraged to perform a three minute series of stretches on the Power Plate vibration training machine during their working day. About 85 Sainsbury’s employees received a FitStop induction, with a random sample of 41 people completing a bi-monthly questionnaire, designed to evaluate the benefits of the FitStop programme. The results showed a 37 per cent decrease in the number of people who spent more than seven hours a day sedentar y and a 67 per cent decrease in those who felt unable to cope with wor kload due to stress, over the course of the tr ial. Almost 90 per cent of respondents said they noticed increased energy levels and productivity as a result of

using FitStop and there was a 70 per cent increase in the number of people who did not take any sick days dur ing the final three months of the trial. The scheme also fits in with P ower Plate’s new status as a par tner of the Responsibility Deal – a government initiative which sees businesses commit to taking action to impr ove public health. Power Plate’s UK sales manager Natalie Prescott said: “The results of our pilot study with Sainsbury’s clearly show that FitStop is an investment in staff welfare, helping to combat the effects of sedentary behaviour and encouraging them to increase their levels of activity. “FitStop has been created to change habits and attitudes towards exercise, with the ultimate goal of making micro-exercise breaks as common in the office as the water cooler is no w. “The exciting results of this Sainsbury’s trial show that FitStop really does have the potential to br ing about positive behavioural change, which is what the Responsibility Deal is all about.”

A Power Plate machine has proved beneficial for the residents of Yates Court.

Power Plate helping residents’ mobility A CARE scheme for the elderly in Evesham, Worcestershire, is seeing results from the introduction of a Power Plate machine, which is helping its residents to stay active and mobile. Yates Court, a scheme owned by Extracare Charitable Trust, installed a Power Plate pro5 machine in 2010, which is now used regularly by one third of residents. Depending on their level of mobility, some residents use the machine independently, while others are assisted by trained staff. Yates Court wellbeing nurse Tessa McDonald saw how Power

Plate sessions aided her daughter’s rehabilitation after an accident and recognised it could also be beneficial for those she worked with. Gym instructor Charli DillonCambridge said: “When Tessa recommended the Power Plate machine, we took our residents to another facility so they could test the machine. “It proved to be a big hit with them as it is so easy to use . It’s a great addition to our existing gym as it offers a fast and effective for m of exercise, which is great for our residents.”

The next step in training THE VibroGym Professional II plate takes the next step in adv ancing vibration training. Launched in the UK, the latest addition to the VibroGym range, which includes the Professional One, the Evolution and the Medical, can function in a group of between two and 15 machines, making it ideal for class sessions. Latest electronics make the Pro II simple to use, while the facility for more variable speeds and frequency adjustments allows the plate to meet the rising demand for functional training. Flexible leasing options are available, with prices starting from as little

as £125 + VAT per month. Managing director of sole distributor VibroGym UK Graham Taylor said: “VibroGym is the original, and still the best, vibration plate available. “The Professional II, like all the range, delivers uniform vibration right across the plate to provide users with a reliable platform for measurable performance improvement. “Together, the Pro II and the original VibroGym Professional plate deliver the complete solution for group, class or studio environment.” For more information visit www.vibrogymprofessional.co.uk, email sales@vibrogymprofessional.co.uk or contact 01332 549753.

KISS Gyms has opened a new site in Swindon – complete with dedicated ar ea featuring bodycore functional training platforms. The club, which is offering membership from just £14.99 per month, has created the functional training zone – complete with the kit fr om Dynamic Activity – in order to broaden its appeal. Club owner Rupert Mackenzie-Hill said: “Our personal trainers are massively keen on the bodycore platforms. They are so versatile that the instructors can create an endless variety of workouts for our member s.”

Look out for our bumper LIW issue next month featuring all you need to know about this year’s show. If you’ve got a news story email Christina Eccles at ce@scriptmedia.co.uk


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Owner Sarah’s on a mission to make members ‘vibro’ fit SARAH Whelan runs one of the busiest VibroGym studios in the country. From a standing start three years ago, her compelling personality and strong interpersonal skills have helped drive her Vibrofit vibration plate studio to new heights of popularity. Running the bespoke vibration training facility above an Active4less gym in Hove, East Sussex, Sarah had left her city financial job to devote all her energy into promoting and delivering a form of workout she says is delighting her members. She said: “It was a baptism of fire for me as I had never wor ked for myself before. “I re-qualified as a personal trainer then met the owner of the gym facility and we agreed that vibro training was an ideal complement to his oper ation. “I have grown the business over the last three years and now run 12 sessions a day with seven VibroGym plates. “I employ a team of four qualified personal trainers to help me deliver a full programme of classes for members. “We cater largely for the 40 plus age group, although my oldest member is aged 82 and she attends at least twice

a week. We have over 180 regular members who attend two to three times a week and therefore have to keep our standards and imagination at top level.” Local people seek out training at Vibrofit not only in search of weight and inch loss but also to alleviate injury problems. Sarah added: “Vibration training is extremely versatile and we can adapt our sessions to suit each member, so everyone receives the most appropriate workout for them.” Promising to deliver her ser vice “with passion, expertise, innovation and fun”, Sarah says member results are her top priority. “People have specific goals and objectives when they come here and we like to ensure we provide ongoing support and encouragement that will help achieve them.” Developed more than a decade ago, the VibroGym plate was introduced to keep astronauts fit in space and is said to deliver 100 per cent wor kout in only a quarter of the time. Sarah added: “Running a VibroGym studio can prove an exciting and financially rewarding business. “Anyone interested in the challenge and rewards of operating your own studio should first contact sole UK distributor VibroGym UK for advice.”

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UK FITNESS SCENE

New gym facilities at complex A PARTNERSHIP between Huddersfield Town and Life Fitness is set to improve gym facilities at Canalside Sports Complex, the club’s official training ground. The equipment provider has become a new business partner of the club as its heads into the 2012/13 npower Championship season and as part of the deal, will supply Canalside’s gym with new equipment from its activate series. Huddersfield Town’s commercial director Sean Jarvis said: “We’re delighted that Life Fitness has come

on board with the Club. Like so many of our partners they are an industryleader in their market and that fits perfectly with our own ethos – we want to be the trend-setters in football. “I’m also delighted that this new partnership will further improve the facilities for the members at Canalside Sports Complex. Their fantastic equipment will add to the gym facilities at the complex and go hand in hand with the other dr amatic improvements that are happening at the facility right now.”

Studio in Olympics offer to members A LONDON yoga studio has launched a special Olympic themed offer, giving new members free sessions in return for every medal Team GB wins during the Games. Yotopia, situated in London's trendy Covent Garden, launched the offer to help spread the word about the studio and encourage people to get fitter, while doing something which ties in with the excitement surrounding the Games. To celebrate Team GB's success, anyone who bought a one month, three month or 12 month membership before the Olympics opening ceremony on July 27 will get free days added to their membership for each medal the British Olympic team is awarded. The offer has three tiers:  For every gold medal, three free days will be added to annual memberships.  For every silver medal, one free day will be added to three month memberships.

 For every bronze medal, half a free day will be added to one month memberships. According to Yotopia's Steve Kelly, the studio had a great response to the offer. And when Workout spoke to Steve, they had already sold three annual memberships, costing £1,100 each, off the back of it. He said: “It’s a win/win situation. We want the team to do w ell and we also want to help people to get fitter. “We are trying to get people into good habits and sometimes you have to give something away in return.” Workout has previously spoken to clubs which planned to run Olympic themed challenges such as indoor rowing competitions, but Steve added Yotopia did not want to go do wn the route of encouraging members to compete with each other, as that's not what yoga is all about. He added: “Yoga's not meant to be competitive but we still want to motivate people. This fits in well with the ethos of the studio.”

Celebrity fitness guru Matt Roberts has cr eated a bespoke fitness programme for guests staying at a luxury London hotel. 45 Park Lane’s in-room fitness channel offers guests a selection of workouts designed and demonstrated by Matt. Within the comfort of their rooms, guests can choose from five routines – each focusing on different body areas. Those wanting to keep up their good work can also benefit fr om a fitness pack on departure.

The free weights area at the renamed The Sports Village.

Tennis academy changes name and adds suites By Helen Williams LONDON'S premier tennis academy – situated just four miles fr om Wimbledon – has added a new strength and conditioning suite to its already extensive facilities. The addition is part of the Sutton Tennis Academy's rebrand to The Sports Village. Fitness manager Adam Hewitt said: "We have a number of developments that are part of our plan to retain leadership as a high performance centre for tennis players, and to extend this fitness exper tise to other sports. We are already one of the world's top five tennis academies and home to junior play ers who are among the top 50 in the country and top five in the county." Within The Sports Village is The Zone gym – which has 2,000 members – a gymnastics academy and 24 tennis courts as well as three dance studios and a physiotherapy clinic. Athlete services include personal training and sports psychology and the village also offers weekend per-

formance and holiday camps and even English language courses. A day nursery is also available. Adam added: "The Zone gym is used by academy players as well as non-tennis members and we have 85 classes a week to suit all fitness needs. We have CV and weight training equipment and our new strength and conditioning fitness suite has lots of functional kit, along with two squat racks and dumbbells – all the kit focuses on sport specific training.” The gym can offer other ser vices such as beauty therapy and weight loss guidance, while the tennis programme has its own specialities such as a mini tennis academy and disability tennis. "We specifically aim to provide excellence in tennis coaching programmes. We are open to players of all ages and abilities but at the academy we're trying to create more advanced training and tend to focus on junior players.” Among future plans are expansion of the gymnastics academy and development of a CrossFit area.


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Participants on the successful Everyone Active Dance School.

Dance project increases footfall at leisure centres By Christina Eccles

A DANCE based project at two Everyone Active centres is encouraging local children to exercise – and successfully increasing footfall into the clubs. Spelthorne Leisure Centre introduced the second Everyone Active Dance School in September last year, following the success of the first at its sister site Fareham Leisure Centre. The scheme takes on children from ages three to 15 years old, with tap, ballet and modern dance classes from three years and street dance from five years. Spelthorne Leisure Centre currently has 93 children on the scheme and Fareham has over 200. Since the school started, there has been an eight per cent increase in the number of people through the doors at Spelthorne than in the same per iod in the previous year – with an increase of 83 per cent at the dance school since September. The school is run by ex-professional dancer Leana Howard who first start-

ed work for Everyone Active as a receptionist. Contract manager at Spelthorne Karl Miles said: “Seeing the success of Fareham Leisure Centre School of Dance we knew it made sense to repeat this in Spelthorne. “Leana was the perfect fit for the role, she has made a huge success of the scheme and we are delighted that she has had the opportunity to develop the scheme within Everyone Active and progress her career.” Spelthorne also recently held a successful Dreams of Disney event where 72 children performed to an audience of over 300 people. Karl added: “Not only does this give the kids something to work towards but the event in itself br ings in more revenue to channel back into the dance school – the tickets w ent like hot cakes. We are planning the next event for Christmas already.”  How are you helping children to get active at your club? Let us know by calling Christina Eccles on 01226 734463, email ce@scriptmedia.co.uk or tweet us @WorkOutUK


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Motivation – the ultimate driver to get more members By Dave Wright

FOR the first couple of w eeks of August we will have the world’s best athletes in the best shapes of their lives embarking on London. People with sculpted bodies, phenomenal fitness levels, minimal body fat and health and fitness objectives that most of our members dream of. The irony is that most of those world class athletes will not tr ain at a health club but instead will have trained on their own accord. They’ll put the miles onto the r oads rather than the treadmills; they’ll do sessions with ropes and a kettlebell rather than pin-loaded static equipment or plyometric exercises rather than conventional bench pressing. And most importantly, they will have had the motivation to do it by themselves. Motivation is at the core of all physical activity and success in life. It could be argued that if everyone had the motivation to exercise consistently by themselves, then there wouldn’t be a gym open in the world. People would do their push-ups and sit-ups and run or cycle rain, hail or shine. But they don’t and that’s the important factor. And when you

realise that motivation is such an important factor for our members’ success, it helps you change your approach to the service you provide in your market. Motivation is all about finding that reason why someone does what they do. What is the motivation for you to open your club and go to wor k every day? I’ve known many club owners who have had a fantastic time r unning a club but as soon as stiff competition enters their town, they soon lose their motivation to compete. Others have risen above it and the motivation to succeed has influenced their behaviour to try and improve their club to be the best that it could possibly be. Members are driven by their own motivation too. Some are motivated to look good for their holidays , to compete in a body building show, to improve their golf score or to increase their life span to see their gr andchildren grow up. Either way, they will have joined your club because they were motivated at that moment in time. Clubs must keep that motivation high for the member. Therefore, not only should your external marketing messages be centred around motiva-

Dave Wright tion, but your sales presentations should focus on the motivation that the potential member has within to make them turn up to your club in the first place. We all know that we can’t put the keys in our members’ cars and drive them to our clubs.

We can't physically make them put the effort into what they do when they are onsite. However, we have to provide the diverse, unique, flexible, appealing and great value environment as well as the tools (programmes, classes, engaging people, and tracking devices) to make sure that they feel motivated to keep on keeping on. Ultimately, if we can MOTIVATE members to consistently EAT WELL and EXERCISE MORE not only are we helping them to achieve RESULTS, but we have engaged the biggest dr ivers of both retention and referrals that can honestly make a difference to the health of the world.  Dave Wright is the CEO of CFM/MYZONE, a company with over 300 staff that have ser ved the international fitness industry for over 21 years in ten different countries, focussing on either getting new members and/or keeping existing ones. Dave is also the owner of 11 health clubs across two continents, a board director of the UK’s Fitness Industry, an IHRSA presenter and the creator and global distributor of a new monitoring device used by clubs around the world called MYZONE. He may be contacted on Dave.Wright@cfm.net

Chain sees the light with body contouring system

Sheffield MP David Blunkett with SIV e xercise referral manager Dave Birds

THE énergie Fitness for women group has invested in a new non-inv asive body sculpting treatment which is helping to drive revenue and complement its fitness offering. Lipo-Light, which uses LED light therapy to aid inch loss, is one of the newest slimming and toning technologies available in the UK. Selected studios within the chain have been offering this technology for up to a year, generating an additional average monthly income of around £1,700 per club. Owner of énergie Fitness Eastbourne Julia Bayes said: “Weight loss is the main goal for the major ity of our clients. Once those goals are reached, toning becomes the new

focus. We chose Lipo-Light to give our clients access to the best in both fitness and beauty treatment options to help them achieve their personal goals. “It really has enhanced the results our clients are seeing, so it is a winwin. Not only are we generating an additional revenue stream, but satisfied clients are also more likely to stay with us for longer and to r ecommend us to others, so it aids recruitment and retention.” The studios also offer Lipo-Light treatments to non members, with the option to use the gym as par t of their treatment package, providing an additional opportunity to drive membership.

MP backs heart project Spa given five bubbles A PROJECT which provides free gym membership to support sufferers of coronary heart disease has received support from Sheffield MP David Blunkett. The Brightside and Hillsborough MP is supporting the Healthy Heart Project, run by the British Heart Foundation-affiliated Concord Heart Support Group, which is based at Concord Sports Centre. The group was awarded a £10,000 Awards for All Lottery grant in last

November to fund free gym memberships and education sessions at Concord for dependents of CHD sufferers. More than 50 people, whose parents or grandparents had a form of the disease, have already signed up to the project to take advantage of the free gym, swimming pool and fitness classes at Concord, along with monthly education sessions with health professionals.

A LUXURY health club and spa in Cheshire has been awarded a top score of ‘five bubbles’ by the Good Spa Guide. The Mere Golf Resort and Spa was given the accolade following a review by the guide, which assesses spas around the country against a list of criteria including customer care, cleanliness, quality of treatment and value for money. Spa manager Tom Davies said: “Our state-of-the-art spa has been

up and running for just over a year now and to have this independent recognition from The Good Spa Guide is really rewarding for the whole team who deliver a five star service, seven days a week. “You don’t have to be a member to enjoy the spa facilities, and now that the new luxury hotel is open many more people are taking some time out to come and relax, recuperate and recharge their batteries with a treatment or a massage.”


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UK FITNESS SCENE A South Yorkshire gym is going from strength to strength – working hard to keep members happy and already thinking about expansion after just over a year in business. Helen Williams visited the club.

Ben Parkinson with fellow former soldier John Sandford-Hart.

Gym’s success leads Paul to think bigger PAUL Hallam has rolled with a few punches in his time. Now the owner of Matrix Gym and Mixed Martial Arts Training Centre in Kirk Sandall, Doncaster, he was boxing at the age of eight, joined the forces by 15 and went on to do 18 tours of duty. After being injured in Afghanistan he turned his hand to training fighters in Las Vegas and running a bodyguard business. Paul, a black belt in v arious disciplines and a Zen Master, opened the gym in April last year. Before that, he was training people at his home. He said: “People in the fight game have to go to three or four different places to train, but my idea was to get everything under one roof. MMA is still very young in this country but I wanted a gym like the MMA gyms I

saw in the States.” Members can train in boxing, Brazilian Ju Jitsu, Muay Thai and karate, and classes range from beginner to advanced competition training. Paul is also going for accreditation from the Amateur Boxing Association (ABA). He added: “We have the best fight team in the north of England. In May we did the Combat Steel Fighting Championships (CSFC) at Doncaster Dome and six of our guys w ere winners.” On August 18 the team competes in the UK MMA Throwdown at Batley Frontier. Paul’s ambition is to create a fully equipped training facility for people with disabilities. One of the gym’s best-known members, 27-year-old Ben Parkinson, lost

both legs and suffered brain and back injuries in a Taliban bomb attack in Afghanistan in 2006. Ben learned to walk again and was chosen as an Olympic torchbearer. Paul believes that the authorities often let down people like Ben. Passionate about inclusive fitness and renowned for his physio skills, he already offers injury rehabilitation and strength and flexibility training and has worked successfully with several people who have multiple scler osis. He added: “Ideally, I need £27,000 to set up a complete strength gym with Inclusive Fitness Initiative kit. I would also like a full treatment room so members can access physio whenever they need it. We’re moving to a bigger building nearby so we’ll have space to do it – all I need no w is the funds.”

Ben uses Olympic event to thank town LANCE bombardier Ben Parkinson carried the Olympic Torch in his home town as it entered day 39 of its tour around Britain and Ireland. Ben walked the 300-metre stretch from the Cenotaph in Doncaster, South Yorkshire, on his prosthetic limbs – which make him 6ft 3in – without using crutches. He was cheered on by large crowds.

Ben was in training for the walk when Workout visited Matrix gym in Doncaster last month. He was looking forward to his regiment coming to watch him as well as his friends and his charity. However, he and his stepfather Andrew Dernie were concerned at the time after hearing that organisers might alter the torchbearer’s

route at the last minute. Luckily, everything turned out fine. Andrew said: “It would be no problem for you or I to walk down a road carrying the torch for a few yards but for Ben there had to be no kerb bumps or hazards. It was so important to Ben because it was his chance to thank everybody for the fantastic local support.”

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NATIONAL FITNESS AWARDS

The 2012 National Fitness Awards will take place at The Athena, Leicester.

Enter your club for prestigious industry awards

Increased publicity and local media coverage are just some of the benefits seen by our award winning clubs – and some of them have gone the e xtra mile to ensure their wins were noticed by members and the wider community. The Waterfront Leisure Complex in Greenock was named Local Authority Gym of the Year and thanked members by getting T shirts printed to celebrate their win. Another club reaping the rewards of winning is Oxygen Fit in East Barnet – run by husband and wife team Emma and Neil Godly – who scooped the tr ophy for Newcomer of the Year. The pair were so thrilled to win the awar d they also had T shirts printed – and commissioned a plaque which has pride of place on the gym’ s front door.

By Christina Eccles

TIME is running out for operators to enter their clubs for a prestigious fitness industry awards scheme. The National Fitness Awards, organised by Script Events in partnership with Workout, recognise excellence and achievement across the sector. The free to enter awards, now in their third year, offer gyms the chance to shout about the things they ar e doing well – and generate priceless publicity for their club. Categories cover everything from best regional gym to best gym based personal trainer, member achievement and dedicated trophies for combat, strength, budget and children’s facilities. Entering the awards is easy – visit www.nationalfitnessawards.co.uk – and fill in the nomination for m to put your club in with a chance of winning a trophy. Nominations close early September, when a shortlist of entries – six per category – will be drawn up by the Workout team. The team will then cover thousands of miles, visiting each club and compiling a report, which will be passed on to our expert panel of fitness industry judges who will decide on this year’s lucky winners. This year’s judging panel is made up of:  Fitness model and healthy eating ambassador Carly Thornton.  Top nutritionist and TV Gladiator Caroline Pearce.  Olympic athlete Joice Maduaka  Independent gym owner Scott Horton.  The Leisure Database Company’s David Minton.  Industry legend and last year’s lifetime achievement recipient Ken Heathcote. Event director Judith Halkerston said: “Thanks to everyone who has entered the awards so far ... we're delighted by the number and high-

Last year’s Lifetime Achievement recipient Ken Heathcote with host Katherine Kelly.

Lifetime nominees wanted Nutritionist and Gladiator Caroline Pearce (top) will be among the judges, while Charlotte Ord will host the ceremony. quality of entries. "It's not too late though for other gyms to enter – there really is nothing to lose. The National Fitness Awards are the biggest, free-to-enter awards in the industry and previous winners have reaped the benefits of invaluable publicity, increased membership and a huge boost to staff mor ale." Trophies will be handed out at a glittering ceremony, this year taking place at the Athena in Leicester on Friday November 30, and hosted by personal trainer and TV personality Charlotte Ord. The awards also provide the perfect end of year party – giving the industr y the chance to come together and celebrate another successful year.

DO you know someone who has dedicated their life to the fitness industr y? If so, Workout would like to hear fr om you. The National Fitness Awards has a dedicated category for Lifetime Achievement – designed to recognise an individual whose hard work and dedication has really made a difference. Previous winners of this award

are industry legends Jim Charles and Ken Heathcote and if you know someone who deserves to join this prestigious list, nominate them now to put them in with a chance of scooping this year’s trophy. Visit the dedicated National Fitness Awards website at www.nationalfitnessawards.co.uk to find out more or to make your nomination.

Essex leads the way at NFAs THE only way is the National Fitness Awards for Essex gyms... Since the awards started back in 2010, the county has been one of the most successful when it comes to scooping awards. Last year’s double award winners SD School of Martial Arts hail from Colchester while Ripped Gym – named best combat gym at the 2010 NFAs and strength training gym of the year in 2011 are based in Harlow. Basildon is also the home of Club

Kingswood which has won Southern gym of the year for two years running – and in 2010 took home the tr ophy for National Gym of the year. So whether you are an Essex based club who wants to join them in the NFA hall of fame or a gym fr om somewhere else in the UK, who wants to put your area on the map, shout about your achievements by entering the awards at www.nationalfitnessawards.co.uk


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UK FITNESS SCENE

Save 20 per cent on badge orders BADGEMASTER is celebrating its 20th anniversary and to mark the occasion is offering a 20 per cent discount off list prices for all orders placed by September 20 2012. Many changes have happened since Badgemaster started trading from a portable cabin in July 1992. Most notably, founders John and Vicky Bancroft have steadily grown their workforce to 88 full time staff at the company’s state-of-the-art 12,500 sqft facility in Newstead, Nottinghamshire. The Bancrofts are delighted that their first employee still remains on the team and this year collects his 20 year long service award. John said: “From the outset, our mission has always been to invest in our people and processes to make the highest quality badges at the lowest

cost for customers, and to deliver products fast.” To receive the 20 per cent anniversary discount off list prices for name badges, customers just need to quote 20YEARS on their order before September 20 2012. For more information contact 01623 723112 or visit www.badgemaster.co.uk.

Gyms need to engage THE health and fitness industr y is not fully exploiting the lucrative weight loss market and needs to fully recognise the needs of customers, says Xtravaganza managing director Geoff Rigg. He said many people joining gyms to lose weight fail because they don’t make fast enough progress and the industry is consequently losing many new customers to the 'weight loss industry'. He also pointed out that it is ver y common for customers to have gym membership in addition to membership with a weight loss organisation. He said: “While the weight-loss industry has more success, its customers often put weight back on

because neither their mind set nor the underlying causes of their w eight problems – usually unhealthy lifestyles – have been addressed.” Xtravaganza’s weight loss solution, now being offered in the UK, aims to tackle each of these issues. Early, rapid weight loss encourages customers to keep going. The programme then focuses on mind tr aining, lifestyle change, nutrition and enjoyable exercise. Geoff added: “It’s worked for 150,000 people in Scandinavia and the UK’s needs are much greater. It has full support and backing from medical doctors and nutritionists and it’s a ready-made bolt-on for the health and fitness businesses.”

Turn human energy into power SPORTSART Fitness is leading the way, not only in eco-friendly manufacturing operations and development of energy efficient fitness products. The company now plans to launch the new revolutionary Green System at Leisure Industry Week 2012, turning human energy into useable power. The SportsArt Green System uses a “pod” of fitness products attached to an inverter that harnesses humangenerated power from exercisers and feeds this back into the power grid as useable energy. This is claimed to be the first "plug and play" solution of its kind for health club owners who want to offset power costs by freely harnessing

human energy. Managing director Mark Turner said: “The power inverter attached to the Green System is about the size of a stereo receiver and has a regular 240VAC plug. To operate the system, a person would simply plug it in to a 240VAC outlet and start exercising. Each pod can generate up to 2000 watts per hour during full use and calculations based on a typical health club that replaces all of its ellipticals and cycles with SportsArt Green Systems could make savings of between £1500.00 – £2000.00 per y ear on electricity bills. With that kind of saving on energy, it’s certainly worth health clubs investigating the possibilities further.”

Smartbar rights for Escape WITH cutting edge, patented, ergonomic design and an exclusive ‘gator’ fastening mechanism with retractable teeth for speedy weight changes, the Les Mills Smartbar is said to be the biggest innovation in barbell technology for years – and Escape Fitness has the exclusive UK distributor rights for it. CEO of Les Mills Enterprises at Les Mills International Vaughan Schwass said: “Our research showed that most people found fastening and changing weight plates during exercise pretty slow and cumbersome, so we’ve kept user testing at the front of our design process and have completely reinvented traditional barbell design.”

The variety of exercises that can be performed is huge, this is not ‘just a barbell’. It can be used for resistance exercises, kettlebell style workouts, Rip-style sessions and more. For more information call 0800 458 5558 or sign up at www.smartbaruk.com

Gymkit UK reports record sales in Vplate DC Leisure has become the latest in a string of fitness operators to equip their gyms with the new Vplate vibration plates. Fitness equipment specialists Gymkit UK who manufacture the plates say sales have continued to grow, particularly in the highly competitive group account sector. DC Leisure join the likes of Ener gie Group, DeVere/Village Leisure, Competition Line and Parkwood Leisure, adding Vplates to Kinetika branded sites. Group fitness manager Sarah Leonie said: “We have been researching the vibration market for some time and really like the Vplate. As well as looking good, the products are well built,

and are backed by excellent warranty. We were also impressed with the Club Vplate training programme and marketing support.” The REPS accredited Vplate training programme is a one-day on site course and carries eight CPD points. Gymkit UK have also developed an exclusive online resource centre “Club Vplate”, which has 100s of wor kout video clips, images and advanced exercises for trainers to refer to. Gymkit UK managing director Howard Braband said: “We have been delighted with the reliability of the Vplates, and we are pleased to bring to market a plate that is not only extremely well built, but one that is affordable for most operators.”

Jordan supports Everest Red Nose Challenge FUNCTIONAL fitness specialists, Jordan Fitness, are supporting commercial airline pilot, Daniel Hughes, on a journey to the top of the world, to raise funds for Comic Relief. Daniel aims to raise £1m, by putting the world’s first and highest red nose on top of Mount Everest in 2013. Daniel’s climb, which is also sponsored by HTC, will be backed by a national media campaign and will demonstrate what it really takes to climbs the world’s toughest and highest mountain. As part of his strict fitness regime, and under the guidance of personal trainer, Jamie Baird, Daniel’s training is as tough as that of a pr ofessional athlete. To assist in his challenge, Jordan Fitness have supplied Daniel with kettlebells, sandbags and an air stability disc.

Sales director Zak Pitt said: “The functional design of our kit will enable Daniel to condition the muscle groups required for the challenge and help with stamina training. We wish him all the very best with his training.” To help Daniel reach his target please go to www.everestmillion.com or for more information on Jordan Fitness equipment visit www.jordanfitness.co.uk

Are you ready to join the fitness training elite? ENHANCE your personal training credentials by joining an elite network of the world’s finest fitness trainers. Appearing across the SportEx Festival weekend on October 20 and 21 at EventCity, Manchester will be the Physique Elite training team. Comprising of world renowned fitness experts including cover model Kirk Miller, IFBB Bikini contestant Courtney Prather and Team Grenade athlete James St Ledger, Physique Elite will be on hand to offer first rate guidance and advice on the world’s best transformation training methods. Overseen by legends of body transformation, DTP founder Kris Gethin and Y3T forefather Neil Hill, Physique Elite aims to develop a global network of the very best personal trainers. Offering the opportunity to learn advanced, evidence based training methods, Physique Elite provides a high quality support network to all its trainers incorporating education, development

and self-marketing. Co-founder of the Physique Elite Training network Neil Hill said: “SportEx Festival will be the first time Physique Elite appears at a major fitness function with all of its master trainers in place. We are looking for the best trainers in the world to join our team. It is not like every other fitness course, only the best of the best will be accepted. I f you do have what it takes ho wever, a whole range of development opportunities will be available. Anyone with an interest in Physique Elite needs to stop by during the SportEx Festival weekend”. For more information contact www.sportexfestival.co.uk.


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Supplement trial proves successful By Helen Williams A STAFFORDSHIRE independent gym owner is celebrating after 37 of her members lost weight and inches during a trial of the DreamFigure weight loss supplement. Earlier this year, Workout reported how Michele Elizabeth, owner of two ladies only Felines clubs in Burton and Sedgley, was looking for women to take part in the trial. The 30-day trial has now been completed and Michele describes it as “an overwhelming success” – with those taking part shedding a grand total of 19 stones, three pounds and 307 inches. Star performer Jayne lost 19 pounds and 12.25 inches. She said she had felt full after meals and was proud of her willpower when watching friends eating. Every woman who took part in the trial lost weight and inches. Michele said: “We trialled three different formulas, analysed the results and are

now proud to launch the DreamFigure three stage range of weight loss supplements.” DreamFigure is a three-month weight loss plan with supplements specially formulated for women from natural ingredients. It has three stages:  Stage one – DreamFigure.  Stage two – Second Kick.  Stage three – Amazon. Michele, a keen fan of natur al bodybuilding, was warming up for a competition just as Workout went to print. She was about to enter the Miss Figure Class of the British Natural Bodybuilding Federation Midland Qualifier. Michele competed in her first BNBF Miss Figure final last year at the age of 47 – and placed in the top 12, competing against women 20 years her junior. Following pressure from her and other campaigners, the competition has introduced an ‘over 40s’ category within this class.

Michele Elizabeth

A fat burner that has nothing to hide

Health secretary Andrew Lansley is pictured with Lisa Faulkner and Tracey Rogers, managing director of Unilever Food Solutions.

Lisa launches Ambu-lunch A NEW campaign has been launched to encourage chefs to slash 500m calories from their dishes each day to help tackle Britain’s obesity problem. The Unilever Food Solutions’ campaign urges chefs to improve the health of the nation by slicing just 24 calories from each dish – helping to meet health secretary Andrew Lansley’s national target. To drive home the message, the

global food giant partnered with BBC Celebrity MasterChef winner and healthy eating champion Lisa Faulkner to launch a calorie-busting Ambu-lunch outside the Houses of Parliament. The converted ambulance, complete with working restaurant, will now visit chefs around the country, driving awareness and providing tips on how to reduce calories.

SIMPLY put ... Warrior Blaze is the world’s strongest thermogenic fat burner. Warrior Blaze has been designed with one goal in mind – to be the world’s most powerful thermogenic formula. We haven’t hidden the ingredients behind some “proprietary blend” – they’re right here on the bottle. This is an elite class ther mogenic stimulant formula designed for hardcore athletes who need and demand the best from their sports supplements. If you haven’t got a high tolerance for stimulants, this isn’t for you. If you have a weak constitution or are afraid of taking something designed to give you serious results, this isn’t for you. This is for those looking to get serious energy, serious heat, serious appetite suppression ... seriously quickly. Available at www.BodybuildingWarehouse.co.uk or email the trade team for pricing by contacting Trade@BodybuildingWarehouse.co.uk


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With an endless amount of information available, it can be difficult knowing where to start when it comes to healthy eating and nutrition. In a special column for Workout, fitness model and personal trainer Carly Thornton reveals her top tips – ideal for clubs to pass on to members who are struggling to get to grips with their diets.

Incorporate each food group for a healthy you THERE is a continual growth of fad diets in every magazine we read, so I wanted to highlight the importance of each major food group and how to incorporate them into our daily lifestyle to promote and maintain overall health. Without our health we are nothing… The three basic groups of foods are carbohydrates, proteins and fats. These are also called macronutrients or ‘go, grow and glow’ foods. Each of these three types of food ser ves an important function in promoting or supporting overall health. Carbohydrates: Carbohydrates are direct energy foods – ‘go’ foods. Grain based foods like bread and pasta are a common source of carbohydrates, as are fruits and starchy vegetables like potatoes and beans. The body converts these foods directly into sugar for fueling its many functions. Beans and pulses – build muscle, help burn fat and regulate digestion.

A few examples of beans are:  Soya beans  Chickpeas  Black beans  Cannellini beans Oats – boost energy, reduce cholesterol and maintain blood sugar levels. Brown rice – prevents your body from storing fat. Vegetables – neutralises free radical, which are molecules that accelerate the aging process. It is important to have a colourful plate. These powerful super foods are jammed packed with vitamins including Vitamin A and Vitamin C, Folic acid, minerals such as calcium and magnesium and fibre. Berries and other fruits – protect your heart, enhances eyesight, improves balance, coordination, prevents cravings. They are very high in antioxidants, fibre and Vitamin C. Protein: Protein is building food – ‘grow’ food – that the body uses to maintain mus-

Clean eating does not have to be bland and boring .

Myprotein launches new guide LEADING sports nutrition brand Myprotein has launched an interactive nutrition guide, to help people training for a variety of sports and fitness activities. The online guide suggests a recommended daily allowance of protein, carbohydrates and fats, as well as a breakdown of recommended daily nutritional intakes for activities including bodybuilding, athletics and swimming. It also features interviews with top athletes – including world 400m hurdles champion Dai Green and 100m backstroke world record

holder Gemma Spofforth – who offer hints and tips for building muscle, losing fat and enhancing sports performance. Myprotein’s Mark Coxhead said: “It’s really important to get the right balance in your diet when training for different sports. Every athlete requires varying levels of protein, carbohydrates, fats, amino acids and creatine in their diet. I’d recommend for every sports enthusiast to closely examine their diet – after all, the r ight nutrition coupled with the right training will bring you the results you want.”

riboflavin, potassium.

Carly Thornton cles and tissues. Some proteins are complete – they have all of the amino acids your body needs. Other proteins are incomplete and must be combined to create complete proteins. Therefore, it is important to eat food from a variety of protein sources. Sources of protein include:  Turkey, other lean meats and fish – builds muscle and improves the immune system.  Eggs – builds muscle and bur ns fats.  Cottage cheese, Greek yoghurt and Quark – builds strong bones and fires up weight loss.  Whey protein – builds muscle and burns fat. It is important to have a mix of pr oteins from different sources as they all contain other benefits, such as:  Creatine – found in beef.  Omega-three fatty acids – found in oily fish.  Vitamin B6 – found in chicken and fish.  Vitamin B12 and Vitamin A – found in eggs.  Calcium, Vitamin A and B12,

Hollywood actress and fitness enthusiast Gwyneth Paltrow (pictured right) has revealed she is a fan of a supplement range which contains high quality bee products. She has written about Unbeelievable products on her blog – a range which includes the signature ingredient Bee Propolis, alongside black elderberry, olive leaf, beta glucans and newly added Reishi mushrooms, known for their antioxidant and anti-inflammatory properties. The latest product to hit the market is the BeePrepared Max Strength and Daily Defence, designed to boost the immune system.

Fats: Fats are the third macronutrient, and make up part of the ‘glow’ foods. Glow foods also include fruits and vegetables. Fats are crucial to good health, but it is important to choose good fats – here are some example with a variety of benefits:  Extra Virgin Olive Oil and Udos Choice Oil – help lower cholesterol and boost the immune system.  Fresh nuts and avocado – help build muscle and fight cravings.  All natural nut butters – boosts testosterone, builds muscle and burns fats. Breakfast is the most important meal. We have fasted for hours while asleep and our body needs fuel just like a car needs petrol. You may think you can run on empty but you are robbing vital nutrients from organs in the process. If you are not providing your body with the nutrients it needs, it will start robbing your bones and muscles to get them. So what can we have for breakfast to start the day right?  Eggs on rye bread  A protein shake and porridge  Protein pancakes  Omelette  Greek yoghurt with one scoop of whey protein and toasted oats At a rough estimate, try to eat every two to three hours after breakfast incorporating each food group, adding spices, herbs and vinegars to make every dish flavoursome. Clean eating does not have to be bland and boring. We need to keep mixing it up, not just for the different nutrients but to keep the motivation alive. This is not a fad diet, this is a way of life , a healthy lifestyle, so do not look on it as a chore, you are improving your overall health and well being, with the outcome of a slimmer, happier vibrant you.


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AUDIO / VISUAL

DIRECT DEBIT COLLECTIONS


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FLOORING

SOFTWARE

FOR SALE

LIGHTING

SUNBEDS


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CLOTHING AND MERCHANDISE

ID CARD SUPPLIES


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INSURANCE

SUPPS & NUTRITION

TRAINING

SUPPS & NUTRITION

MANAGEMENT

MAINTENANCE


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MIRRORS

HYGIENE

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FINANCE

WANTED


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Workout - August 2012  

The UK's No1 fitness industry magazine

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