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July 2011

The UK’s No 1 fitness industry magazine

Gym owners warned over contracts GYM owners have been warned to check the terms of their membership contracts following a court case which labelled some contracts ‘unfair and unenforceable’. The Office of Fair Trading took action against Ashbourne Management Services, which draws up agreements and collects membership payments on behalf of over 700 clubs. A High Court ruling said minimum contract length terms and other key terms in thousands of gym membership contracts, recommended and enforced by Ashbourne were unfair and unenforceable. It also ruled Ashbourne's techniques for collecting arrears were unlawful, as in many cases consumers who had stopped using the gym could not terminate their membership. If consumers stopped paying, Ashbourne demanded immediate payment of the full sum for the whole minimum period and in some cases threatened to refer the debt to a credit reference agency. The court ruled Ashbourne’s business model is ‘designed and calculated to take advantage of the naivety and inexperience of the average consumer using gym clubs at the lower end of the market', and the minimum period is 'a trap

into which the average consumer is likely to fall’. Thirteen of Ashbourne's contracts were considered and the minimum terms in 10 of them were said to be completely unfair. The last three, which Ashbourne had created since the OFT began court proceedings in March 2010, were considered fairer to consumers, but may still be unfair if they tie the consumer in for more than 12 months. Director in the OFT Goods and Consumer Group Jason Freeman said: “We have received many complaints about Ashbourne's contracts, and many consumers have felt pressured into paying sums of money that they believed they did not owe. Unfair terms that unreasonably bind consumers into long contracts they cannot leave, and heavyhanded collection techniques, have no place in businesses' dealings with consumers. “This ruling should help traders to understand where the boundaries lie, and sends a warning that if they cross the line, the OFT and local trading standards services can take action.”  For more on this story and to hear Ashbourne Management Services’ response see Page 8

No 214 £3

Industry maintains market value – FIA report

A new fitness class has been launched by Gymbox which helps members achieve the celebrity bum of their dreams. The six-week ‘Yummy Bummy’ workouts have been split into four different classes, with each one focusing on achieving the look of a different star. Participants can choose from Kim Kardashian (pictured), Kylie Minogue, Beyonce or Pippa Middleton who were named as having the best celebrity bums in a member survey.  Full story, Page 6

THE UK health and fitness industry has maintained a total market value of £3.81b, its first flat annual performance in 10 years, according to a report. The 2011 FIA State of the UK Fitness Industry report indicates a small dip in membership levels and a small net loss of fitness facilities. But growth was driven by good performance from public fitness operators, with 20 new sites opening and a growth in market value of 5.8 per cent. Key facts included:  Total market value is sustained from 2010 and up four per cent since 2008.  Total membership base has seen a 0.3 per cent decline to 7.3m over the past 12 months; but this is a two per cent increase since 2008.  149 new public and private fitness facilities opened in the 12 month period ending March 31 2010, up from 122 in 2010.  125 public and private fitness facilities closed in the reported period.  There are now 5,852 fitness facilities in the UK; down from 5,885 in 2010 and up 1.7 per cent since 2008.


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Gym runs to help family of cancer patient By Christina Eccles AN INDEPENDENT gym in Newport has raised over £1,600 to help the family of a three-year-old girl who needs cancer treatment. Members at Exert – owned by Rus Smith – staged a 24-hour run in the gym to raise funds for the family of Chloe Lavelle to accompany her to Paris for surgery. Although Chloe herself was eligible to receive NHS funding for the trip, her parents, who would need to be there for about four weeks, would have to pay for themselves. So the gym stepped in with just 10 days’ notice to help raise the money. Thirty eight members took part in the challenge, who ran in hour-long intervals for as many hours as they wished. Three members ended up completing marathons and nine did half marathons, including Rus’ 11-yearold son. At 4am, there were still seven members in the gym running or supporting other runners and with money yet to come in, the club has already raised over £1,600. Rus said: “I couldn’t believe it. Members were really keen to take part. “It was fantastic. “These challenges are also great for motivation and helps with members’ training. Doing it for a cause gives

Chloe and Rus them a focus.” The gym has also taken part in a number of other charity challenges. Last year, 55 members took part in the Cardiff 10k, with Rus hoping to increase that to 70 for this year’s race. Rus and another of the club’s staff also completed a 24 hour run for the St David's foundation – both running a distance of over two marathons and raising £1500.  How is your gym doing its bit for charity? Let us know by contacting Workout reporter Christina Eccles on 01226 734463 or emailing ce@whpl.net You can also contact us on Twitter @WorkoutUK

Steve Cole has been named Fitness First Personal Trainer of the Year 2011. Steve, who works at Fitness First Berkhampsted, triumphed in the annual awards after impressing judges with his attitude and achievements, especially in the field of rehabilitation. He currently works with over 50 clients, specialising in injury rehabilitation, posture correction and weight loss. UK fitness director Derek Crawford said: “Steve is an inspiration and the feedback we hear from his clients is outstanding. This award is a fitting tribute to Steve’s dedication, as he had made a lasting impact on the lives of many people, particularly in the areas of rehabilitation and weight loss.”

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Group Editor: Andrew Harrod Tel: 01226 734639 ah@whpl.net Chief reporter: Christina Eccles Tel: 01226 734463 ce@whpl.net

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Michael Wright and his wife Michele left their life behind in France when Michael was asked to return to the UK to run a gym. Just weeks later, the pair found themselves owning The Firm and wondering what they had let themselves in for. Christina Eccles paid a visit to see how they are getting on.

Michael says au revoir to France and heads for a new life in Wakefield BODYBUILDER Michael ended up at the club in Wakefield earlier this year after being offered the chance to run the gym by its previous owner. But six weeks later, the owner had decided the business wasn’t what he wanted and was planning to sell it – leaving Michael with a dilemma. Having relocated from France – where he and Michele had been living for the past nine years – he was reluctant to walk away from the gym. So he took the plunge and bought it himself. Michael and Michele have owned the club since April and are starting to find their feet – attracting members by offering a range of packages from 12 month contracts down to weekly payments or pay as you go. Advertising in the local paper, handing out flyers and word of mouth have all proved useful and the gym has also received enquiries from members of the nearby Fitness First club, which is closing down in the next few weeks. Michael has always been interested in bodybuilding and has taken

part in many competitions, giving him a useful insight into what bodybuilders are looking for from a club. And he has tapped into that market by introducing more weights and equipment, as well as a popular supplements shop. He said: “I didn’t expect it to be as good as it has been but we are getting there. I expected it to take about a year to get off the ground but we took over in April and it’s already doing well.” At the moment, Michael is working 12 hour days to build the business but eventually hopes to be in a position to take on more staff, including his son who is also a qualified trainer. And while Michele is living in Sheffield, Michael is even living upstairs at the gym so he can devote more time to it. He added: “You have got to be prepared to put the hours in and devote your time to clients. But it will pay dividends.” He also spends a lot of time on the gym floor, offering advice to clients on their training methods as

Michael and Michele with a member of their gym. well as on nutrition and what supplements to take. According to Michael, giving this personal level of service is important to him as a gym owner as he wants to make sure members are

achieving maximum results. He added: “I don’t charge for advice. I want people to be able to do it correctly and get the benefits. I’m not here to rip people off. If I can help them, I’m happy.”

Gym looking to maximise ...

The outside of the gym may be used as a cafe area or for outdoor classes in future.

MICHAEL has already thought of several ways he can maximise the gym’s potential – but he is keen that as the club grows, it doesn’t lose its friendly, personal feel. He currently sells generic workout clothing but is in talks with a designer to produce branded merchandise to sell and give to members competing in bodybuilding shows to wear. He also plans to put in a mezzanine floor for classes, with the aim of attracting more female members, and eventually introduce

more food and drink. The premises also benefits from an outdoor balcony area and large car park so Michael is looking at putting a rail across and some tables and chairs to turn it into a cafe area. A section of the car park could also be used to hold outdoor classes. But he is adamant the club won’t become too big and says that once membership has reached 400, he won’t sign anyone else up until someone leaves.


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Calendar boys raise over £500 for charity By Nicola Hyde MEMBERS of a bodybuilding gym near Bolton have raised over £500 for charity by posing for a calendar. Jon Tuplin, who owns Jay’s Gym in Horwich, came up with the idea after one of his members, Dave Sutton, died of skin cancer in 2002, aged just 33. For the last few years, members at the club have posed for the calendar, raising money for cancer charity Christie’s which treated Dave. Jon explained: “Everyone in the local area knows about the calendar. It motivates the lads so it’s also good for business and is a unique feature that other gyms in the area don’t have. A lot of the members want to be involved.” The gym, which Jon took over in 2001, sells the calendars for £6 and offsets the cost of producing them by getting sponsorship from local businesses, ensuring the full amount raised from each one goes to the charity. As part of the sponsorship deal, the businesses also get their logos printed on the calendar and the opportu-

nity to include discount vouchers, which could attract buyers to visit them. Jon added: “We sell the calendars in the gym and we don’t make a profit from them so usually manage to raise between £500 and £600 a year for charity. “They are really popular now and we even get people asking for them in advance.”  Has your gym done something similar? Let Workout know by contacting our editorial team on 01226 734463 or email ce@whpl.net

Bums up for celebrity bottom class By Christina Eccles GYM chain Gymbox has introduced a workout class allowing participants to transform their behind into a celebrity bottom of their choosing. After surveying thousands of members to determine which celebrity's bum is the best, the stars with the top four bums were named as Kim Kardashian, Kylie Minogue, Beyoncé and Pippa Middleton. Armed with this knowledge, the company’s trainers set to work on creating the four six week 'Yummy Bummy' courses, each focusing on a different star. The Pippa class uses Pilates to help develop a slender and lean behind, whereas the Beyonce class uses high energy dance moves and toning exercises to build a muscular and athletic rear. Kylie's class utilises fast-paced aerobics to get a tighter and

perkier bottom and Kim's class focuses on dance moves to tone up and get a more rounded behind. The classes are free for members and £8 for non members who want to try them out. Gymbox MD Richard Hilton said: "Our new members often come in with a specific body goal they hope to achieve and we always try our best to make it happen. “In hairdressing salons, stylists are used to people bringing in pictures of celeb haircuts, so what's the difference in Gymbox members picking their celeb bum and saying to our trainers 'I want that one'? “Our expert personal trainers have devised four different and highly enjoyable classes that give gymgoers the chance to tone up their most valuable asset in time for summer. With the right effort, results should be visible within just four weeks.”


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Business guests opt for hotel fitness facilities THE majority of business travellers look for hotels which provide fitness facilities so they can work out during their stay, a new study has revealed. Venues Event Management undertook a snapshot survey of 22 executives on the subject of business travel and exercise. All respondents said it was important for them to be able to exercise when staying away on business and that working out can help them to manage stress. All 100 per cent of those asked said that, other factors being equal (price, location, rating), that they would prefer to stay in a hotel with fitness facilities. Venues Event Management chief executive Anita Lowe said: “The recognition of the psychological and physical contribution of endorphininducing workouts to executive staying power is driving business traveller preferences for hotels with exercise facilities. “Properties who ignore this trend are increasingly finding themselves low on the list of accommodation options.”

Firm claims licence fee victory for fitness industry By Christina Eccles ASHBOURNE Membership Services has claimed a victory for the industry, after the High Court rejected a ruling which would have imposed an expensive licence fee on gyms. The OFT had been keen to establish that the use of monthly membership contracts required each gym to obtain a Consumer Credit Licence. But the judge decided Ashbourne contracts did not involve the provision of credit, because he considered the consumer only has to pay for gym membership each month, rather than being obliged to pay for the whole minimum membership period from the outset of the contract. According to Ashbourne, the financial implications for the industry if this judgement had gone against them would have been huge, as the cost of a CCL has risen from £75 per

year a few years ago, to £1,225 per year. Managing director John ClaytonWright said: “I find it ironic that the Government is supposedly keen to foster and develop the fitness industry as part of its declared aim to reduce heart disease and obesity and yet a Government agency, the OFT, sought to impose what amounted to unnecessary and unwarranted taxation on that same industry. “As a small business ourselves, we have stood up to the moneygrabbing instincts of the OFT and struck a blow for thousands of other small businesses in the fitness industry.” Within the same case, Ashbourne will be appealing against the High Court ruling that the terms of its contracts are unlawful. The basis of the appeal will be two-fold. Firstly, the OFT chose to submit a number of Ashbourne contracts to

the High Court, some going back to 2000. These have now been largely superseded by more recent versions, which reflect a more rounded approach to the enforcement of contracts and which are acknowledged in the judgment as “fairer”. Secondly, a key point of contention was the duration of Ashbourne membership contracts. Although the judge ruled that 12 months was fair, the company argues that the duration of a contract is a ‘core term’ of any membership agreement, and that this was acknowledged as such just two years ago by the OFT. ‘Core terms’ cannot be included within the scope of the Unfair Terms Act so this aspect will be disputed further.  For more response to this issue see Page 26


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Why personal trainer Elise treats all her clients as ‘celebrities’ By Christina Eccles CELEBRITY personal trainer Elise Lindsay has advised others who want to follow in her footsteps to find a unique selling point which helps them stand out from the crowd. Elise has built up an impressive CV, working with stars including Coleen Rooney, as well as fronting classes on Fitness TV and developing workout DVDs for those who want to exercise at home. She has also recently created an exclusive training plan to coincide with the release of The Workout Mix – Beach Fit, an album of hits from the likes of Jessie J and Jennifer Lopez which is designed to be the perfect accompaniment to a workout. Elise said that throughout her career, she has been fortunate enough to be approached to get involved with exciting projects such as the fitness DVDs, but she puts this down to working hard and building up a good reputation which has made her well established in the industry. She explained: “You need to have a good CV and get yourself out there. Go to fitness conventions and be seen at them. If you are doing something special, you should be noticed. “Also keep aware of what’s changing in the industry. It’s your job to find out what’s going on. If you remain static, that’s what is going to happen to your work.” Elise also told how treating all her clients as ‘celebrities’, whether they are famous or not, has been the key to success. She added: “People always talk about a celebrity client list but all my clients are celebrities. I train everyone from mums and kids to the older generation and couples together.” One of her biggest successes was

Elise Lindsay the best selling fitness DVD she did with Coleen, something which she says changed her whole approach to the industry. “I really loved it. It was so different to the DVDs I had produced myself for instructors. “This one was for people who

didn’t know about fitness so it was a real learning curve. It taught me to pull back a bit and focus on simplicity . “I am now more bothered about the people who have never done anything and what small changes I can help them with that can make a big difference.”

WOW rewards great service ... NOT for profit trust Freedom Leisure has joined an independent awards scheme, which recognises outstanding customer service in its centres.

WOW will independently award certificates for the best nominations and these will be presented to staff by their area manager every month.

Any example of great service can be nominated for a WOW! Award – with customers able to acknowledge staff members for anything from a friendly smile and being helpful to a lifesaving rescue.

The winners will be announced by Freedom Leisure both internally through staff newsletters and externally via social media channels including Facebook, Twitter and You Tube.

Group retention and customer service manager Debbie Reed said: “The WOW Awards provide a great incentive for our staff who can now gain extra recognition for doing a great job. “We know that our staff are some of the most committed and talented in the industry and the unrestricted nature of the nomination process will allow their talents to be recognised.”


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The Biggest Loser, 8 stone lighter The Biggest Loser runner up Paddy Cunningham used the show as a platform to change his life. Now over eight stones lighter and training to be a personal trainer, his latest achievement is becoming a brand ambassador for Cybex. Workout found out more. *WHAT are you doing with Cybex? What will your role as a brand ambassador involve? As an ambassador for Cybex, I will be able to help share my journey post Biggest Loser by means of a monthly blog and attending some industry events, such as Leisure Industry Week in September which I am very excited about. Back home here in Ireland I will also be going to the The Sports and Fitness show in Dublin. I use Twitter a lot so look forward to keeping people up to date on there also.

*What do you like about Cybex kit? How did you find using it on The Biggest Loser? The thing I love about the Cybex kit, specifically the Arc Trainer, which I have now at home, is that it gives such a fantastic workout, and absolutely blitzes the calories! It really helps users to utilise a much greater range of movement than some traditional machines. The first time I saw the Arc Trainer in the gym on The Biggest Loser, I was like "What is this, it's different? " and how right I was. It soon became my machine of choice as I felt great and got a real good sweat on in no time at all! One of the other things I love about the kit is that I even managed to get my mum and dad on it. Both are in their 60's and traditional equipment like a treadmill might

be a bit too severe on their joints, so something like the Arc Trainer is great as it lessens the impact on the joint but yet can help make sure their joints get a workout and remain healthy and functional. *What are your views on the Biggest Loser? How has appearing on the show changed your life? The Biggest Loser is a very interesting concept that really gets mixed reactions from the fitness industry. For the viewer at home, they really love being able to follow people’s journeys and transformations, but personal trainers and fitness professionals look much deeper than it being a TV show. Whilst the show was on, there were some relatively strong reports about the show promoting unrealistic fitness goals and results. The majority of people however see the show for what it really is – an opportunity for people who have tried and failed other routes, to get the dedicated professional support and care they need to help change their lives. Yes there most definitely is tough love – lots of tears and bucket loads of sweat, but at the end of the day the producers along with the trainers Richard Callender and Angie Dowds know exactly what they are doing and are fantastic at their jobs. Both Richard and Angie have helped changed my life, and have given so many people their lives back – and in my case – given me a whole new life. I have never been this thin before, and I owe it all to that show. Not only has it given me a new life, but given my sister a new brother, my parents a healthier son and my friends a much happier mate – I will be eternally grateful to The Biggest Loser. Since appearing on the show, I have had literally thousands of people getting in touch on Facebook (www.facebook.com/biggestloserpaddy) and also on Twitter (www .twitt er.com/paddycunningham) sharing their stories and asking for hints and tips. This really helps keep me on track, especially now that I have started studying to become a Level Four Personal Trainer and Advanced Fitness Instructor – as I can give these people answers about what helped me and got me through the tough times. In addition to this, I have in the past month signed a book deal which I am very excited about and currently starting work on. This will be a self help / motivational book to help people on their weight loss journey. It is not

going to be a diet book and that’s something I am passionate about – I don't believe in fad diets. Effective weight loss should be done by a healthy balanced diet and exercise and that is something I will speak about in the book, along with focusing on the key challenge people face on most weight loss journeys ... motivation. A year ago if someone had told me I would be a brand ambassador for a fantastic international fitness company, had appeared on national TV in Ireland and the UK in front of millions, had lost over 8 1/2 stone in

weight and would be training to become a PT I would have laughed. Now, however, it's a reality – wow.


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UK FITNESS SCENE Since winning the first series of The Biggest Loser back in 2005, Aaron Howlett has completely transformed his life. Now a successful gym manager and weight loss guru, he’s gearing up for a busy summer after taking on two huge fitness challenges. He spoke to Christina Eccles.

Challenging times for TV winner Aaron A PROMISE made to his young niece and a doctor’s words of warning inspired Aaron to enter The Biggest Loser. Aged just 29 he was given eight years to live and prescribed a course of weight loss tablets to help him shed the pounds. But he felt this was unsuitable as a long-term option and instead turned to the show for help. After beating 14,000 applicants to a place in the final 12, he walked away as the winner, 10 stones lighter and with a new lease of life. Since then he has found a love of fitness and appeared on series two and three of the show as a mentor – believing he could help contestants to achieve results because he could put himself in their shoes. Aaron now works as a gym manager at independent club Peak Physique in Hull and has used the experience he gained on the show to help others on their weight loss journey. As part of this, he has introduced a regular biggest loser competition into the gym and helped many participants achieve their goals, which range from losing body fat and inches to being fit enough to complete a marathon. He said: “We have had some great results with this. Providing the competitors pay to use the gym, they get my services for nothing to train them twice a day. “We adopt the style of the programme and my mentoring method is the same as Mark Bailey who was my trainer. “I understand what it’s like to be big and not be able to do a squat or a press up or even tie my shoelaces.” Aaron likens his time on the show to being given a Willy Wonka style golden ticket – one which he credits for saving his life – and he said he would love to get involved in it

again as a mentor. But he told Workout, he felt disappointed with some parts of the last series, which was won by Wil Graham. He added: “It is good to see people have picked up on how inspirational The Biggest Loser can be. “It changed my life and shows people they can achieve what they want. “But I felt this series sold out to weight loss shakes and bars. The whole ethos behind the show was to help people change their attitudes to food so it disappointed me.” Since winning the show, Aaron has successfully managed to keep the weight off and is always looking for new challenges to get involved in. This summer will see him compete in two more which will push his fitness and endurance levels to the limit One of them is a 1,700-mile walk from Land’s End to John O’Groats, and back again, to raise money for the NSPCC. The second, the ‘Humber Hell’ endurance challenge, involves running back and forth across the Humber Bridge for 12 hours – with Aaron aiming to run 50 miles during that time. But despite his success in competitions, he revealed they are not his biggest achievements. “The best thing for me was to go to the last Olympics as a torch bearer for services to obesity. It was a humbling experience. “I won £25,000 for winning the show and gave it all away. I had to prove I did it for the right reasons – I needed to get my life back.”

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Celebrating the best in the business ... GYMS up and down the country have been shouting about their achievements by entering the National Fitness Awards, which celebrate the best in the business. Following a successful debut last November, this year’s awards are shaping up to be even bigger and better and Workout has already received a huge response from clubs wanting to take part. Gyms from all corners of the UK have been keen to get involved – with entries so far including Lion Quays Country Club in Shropshire, Sweat FA in Westonsuper-Mare, Ribby Hall Sport and Leisure in Preston, Coventry University Sport and Recreation Centre and Ladyzone in Altrincham, plus many more. The awards are free to enter and the winners will be announced at a glittering ceremony on November 25 at the ICC in Birmingham – hosted by

Coronation Street star Katherine Kelly. It promises to be a night to remember, recognising clubs and individuals who are leading the way in their field, as well as giving the industry the chance to let its hair down and celebrate another successful year. And if you haven’t already put your club in the running, it’s not too late to enter the awards. To make sure you are in with a chance of winning, visit the website www.nationalfitnessawards.co.uk for all the information you need to make a nomination. Bookings are now also being taken for tables at the awards dinner. For more information contact event organiser Liz Lee on 01226 734459 or email ll@whpl.net You can also keep up to date with news about the awards by following us on Twitter @FitnessAwards.

Katherine Kelly

Leisure centre is undergoing £900k revamp A NORTH Somerset leisure centre is to benefit from redevelopment work worth £900,000. Churchill Sports Centre, a dual use site with Churchill Community School, is managed by leisure trust and social enterprise Tone, which is investing more than £100,000 towards the work. North Somerset Council will provide the further £800,000. The redevelopment, carried out by leisure development partner Createability and project managed by Alliance Leisure, will include a 35station gym, two studios and a dry changing area. The reception area will be remodeled to create separate entrances for the school and local community use and a lift will be installed to comply with DDA regulations. The council is also installing a £300,000 allweather pitch as part of its investment in the facility. The project is expected to finish at the beginning of September, in time for the new school year.


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Site teams soccer and fitness in UK first THE UK’s first facility which combines soccer and fitness has been opened in Wednesbury. £2.7m was invested in Pulse Soccer and Fitness to design, build and equip the five-a-side football and fitness complex. Features include eight five-a-side pitches, a dedicated coaching arena, 55 station fitness suite, cafe bar and interactive dance studio. As part of a 30-year joint initiative with Phoenix Collegiate, the site is open to the public seven days a week and operated by Pulse – providing an income share to the school along with timetabled access to the facilities. Managing director at Pulse Chris Johnson said: “We are very proud of the incredible facility we have delivered at Wednesbury. This latest business model shows how we can work with public sector partners to create leisure facilities that are beneficial for entire communities that are not only self-financed, but fully self-sufficient income generating business units. The rewards and benefits can be seen by all and we sincerely hope that we can continue growing this business model within the ever-expanding Pulse portfolio.”

UK FITNESS SCENE

Award-winning Jason lunches with Prince ... By Dominic Musgrave GYM owner Jason Matthews has been recognised with a prestigious award, presented to him by HRH The Duke of Edinburgh. Jason, who owns Ultimate Physiques in Castleford, received a Highly Commended Certificate from City and Guilds in honour of his outstanding contribution and dedication to the industry. Jason has been running the gym with his wife, Donna, since 2002 and balanced completing his City and Guilds Level two NVQ in Instructing Exercise and Fitness with working a 60-hour week, bringing up his two sons and fundraising for local charities. He was presented with the certificate at the annual Prince Philip Medal ceremony at Buckingham Palace before joining the Prince for lunch at the Ritz. Jason said: “I feel really, really honoured to be recognised with a Prince Philip Medal – particularly as The Duke of Edinburgh chooses the award winners himself. It was definitely a once in a lifetime experience to be invited to Buckingham Palace and taken for lunch at the Ritz. I love the work I do – not just running Ultimate Physiques, but also taking

Jason received his certificate from City and Guilds’ president HRH The Duke of Edinburgh. and Guilds firmly believe in the part in the Springfield Enable Project importance of celebrating the to help under privileged children, achievements of both our current and it’s a wonderful feeling to have and past learners. It is an incredible my work recognised.” honour to be highly commended for Jason is now looking to extend his the Prince Philip Medals. Jason skills and is currently studying a City should be really proud of what he’s and Guilds management course. accomplished and I hope he sees furCEO and director general of City ther success in the future.” and Guilds, Chris Jones added: “City


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Powerful questions to use in your sales and marketing By Dave Wright DID you know that there is no such thing as an unanswered question? Whether you wanted to answer the question or not, you have to answer it in your mind’s eye first – and that is why it is so important to understand and respect the quality and power that questions can form in your sales and marketing game plan. Get it wrong and you have no rapport; get it right and your sales and marketing efforts should rocket. To begin, there are two main types of questions to take into consideration – closed and open. Close ended questions illicit a very short answer such as a `yes’ or a `no’ which are great when you want to ask a series of questions in a very short period of time, or are shooting to close the ‘deal’ and want as many yes answers as possible. For example the question ‘Do you think you would be comfortable at this club?’ encourages a

positive answer if you have read the situation right. (it also doubles up as a trial close). The main drawback with close ended questions is that they reveal little information from the person answering them and does not allow the person to ‘open up’ and potentially expand on information. On the other hand, open ended questions force the person to give more than a yes or a no and enables the person to open their response and take a little longer because the answer can go anywhere. These questions begin with the powerful words: Who, What, Where, When, How or Why. These words are powerful because their use can also double up in your marketing as a checklist for making sure that you’ve not left vital information off your material. You see your marketing material is all about questions too. A consumer should be able to pick up a piece of marketing material and have the answers ‘Who is this?’ ‘What is it about?’ ‘Where

can they take advantage of it?’ ‘When can they get it?’ ‘How can they get it?’ and ‘Why is the club doing it?’ met. So not only can you use questions as a ‘checkpoint’ in your sales techniques (ie. when gathering information start your sentence with Who, What, Where, When, How or Why, and when closing the sale, start with any other word), you can also certainly use questions for a checkpoint of your marketing. Questions bring out information and information builds rapport. And as we are in the business of building relationships with our customers and potential customers, if you get your questions right, then you can gather more information and thus build more rapport that is imperative for improved success with your sales and marketing. And greater success in sales and marketing leads to more money. Does that all make sense?

Dave Wright


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Sugababe Mutya Buena who officially relaunched the club, with Uxbridge general manager, Jonny Dean

Sugababe attends club relaunch FITNESS First Uxbridge has relaunched following a £250,000 refurbishment to upgrade facilities. The investment includes the launch of a new freestyle area where members can sample fitness trends and equipment and a spin studio to cater for the increasing popularity of cyclebased training. Chief operating officer Martin Seibold added: “We’ve also tripled the

size of the free weights area and added a new aerobics studio to the club. And to complete the refurbishment we have totally redecorated the lounge area for members to relax before or after their workout.’’ The club marked the relaunch with a programme of activities for existing and new members to trial the facilities and features such as ViPR, TRX, Powerplate and kettlebells.

Referrals mean prizes for health club members BOTTLES of champagne, complimentary membership and VIP tickets to Chelsea FC games are some of the prizes up for grabs for referrals to a London health club. According to gym manager at the Chelsea Club, Angelo Lanzilotti, referrals are the most successful way to get new faces through the doors. And to encourage members to recommend the club to family and friends, it has created a number of packages to incentivise them. Prizes on offer increase in value the more members are referred and choices include:  An Aromatherapy Associates gift box or a magnum of Laurent Perrier champagne for referring one member  Five personal training sessions or a jeroboam of champagne for three members  A Samsung Galaxy Tab or three months’ membership for four members  Six months’ membership, two VIP hospitality tickets to a Chelsea FC home game or a signed Chelsea shirt for introducing five members.

The club is situated at Stamford bridge – the home of Chelsea FC – and Angelo also said the area has a high proportion of people who stay there for a short time and then move on – meaning flexible membership options are vital to encourage them to sign up. He added they like to keep things simple – offering the choice of just a peak, off peak or corporate rates. But prospective members only wanting to commit for a short term are also catered for with three and one month options which showcase everything the club has to offer. He added: “Someone’s life situation can change and the housing market is very active around here so people do come and go quite quickly. “We try to be flexible and also offer packages which are tied in with spa treatments, personal training and other facilities. “If someone doesn’t want to commit to 12 months, we offer them the three month package, which is long enough for them to see if they like it, and exposes members to other aspects of the club.”

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LADIES ONLY

Nicky chosen for club advertising campaign A MEMBER of a ladies’ only gym has experienced a taste of the limelight after being chosen to appear in the club’s latest advert. Nicky Hulse, who is a member at Ladyzone Stoke, was chosen to represent the company after losing three stone and 34 inches while fighting three brain tumours. Her story appeared on Ladyzone’s advertising literature with the slogan ‘Make that change ... no excuses’ and according to gym staff, her story has inspired women who haven’t previously exercised to start. Nicky said: “Coming to Ladyzone has given me back my confidence, and a sense of self worth and self-esteem. “I am very happy with the results and the progress I have made and will continue to visit Ladyzone and recommend it to others. After everything I’d been through I didn’t expect to feel so positive about myself. Much of this is thanks to Ladyzone.”

Brand with women in mind ... EASY Body, the women’s supplement specialists have launched a brand new range of products designed specifically for the women’s market. The five exciting new products are fresh from launch in the US and have already sold out across Europe within just weeks of launch. Customers have seen fantastic results in the first week. The new products include appetite control bars and tablets, fat burning and water retention tablets, and a

complete five day weight control pack. Easy Body specialise in providing tailored products to meet your female members’ needs and boost your secondary spend. For more information contact 01638 662589

New workout designed to tone and sculpt By Christina Eccles LADIES’ only fitness brand Curves has launched a new workout which combines its traditional circuit training with fitness phenomenon Zumba. Designed to tone and sculpt the body, the class is 30 minutes long and can burn up to 500 calories by merging the high energy dance moves of Zumba Fitness with the low impact resistance training of the Curves circuit. During the class, participants work out on each Curves strength training machine for one minute, alternating upper, lower and core muscles. After each minute of exercise on the

machines, the music prompts them to change station on the circuit, and then follow the Zumba qualified instructor who shows how to do some dance moves for one minute. Curves spokesman Gill Brady said: “The Curves Circuit with Zumba Fitness is a great and fun way to get into shape. “Both forms of exercise have already helped millions of women worldwide lose weight and reach their health and fitness goals, so together they make a powerful and highly effective workout. “We’re thrilled about the partnership and have already seen some amazing results.”

Are you are successful ladies’ only gym or a club managing to make your facilities more female friendly? If so, we would like to hear from you. Tell us your stories by contacting our editorial team on 01226 734463 or email ce@whpl.net and you could find yourself appearing in a future issue of Workout.


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No response to John’s ‘too good to be true’ offer A GYM owner has been left puzzled after his ‘too good to be true’ offer, allowing self employed instructors free use of the club’s studio, received no response. Owner John Auerbach felt the fully equipped studio at Empire Fitness in Hinckley was underused and more could be done with it. To change this, he advertised for an instructor to take classes in the studio – offering them the chance to use the space for free and keep all revenue generated. John’s only requirement was that any existing gym members who wanted to take part could do so for free. He believes this would typically be four or five people per class – so thought an instructor taking a full class of 25 to 30 participants would still be able to make a decent profit. Yet John has been left baffled after promotion of the offer on the club’s website and Facebook page failed to generate a single enquiry. He explained: “We will give use of the studio away free, with no room charge and every penny [the instructor] generates is theirs. “Our only ‘catch’ is that paid up gym members get to do the class for free but generally that would only be four or five people per class.” Although the opportunity has been promoted in the club and through its online presence,

John has struggled to get the word out there to a wider audience and said finding an instructor has been ‘impossible’. As he is not making any money out of it himself, he is reluctant to pay high advertising costs and has been told he cannot advertise in the local job centre as it is a self employed position. He added: “We can’t give it away. I wanted to put it on the internet and in the local paper but people want to charge us to advertise. “I have emailed customers and put it on Facebook but in about a month we have had no response at all.” He told Workout he thought some instructors thought the offer may be too good to be true and are looking for a catch, but he insists there isn’t one. “I am so busy with the gym that to try and motivate someone to run classes and to tell people about them is a nightmare. “I want someone who is self motivated to do that themselves and believe there is the potential there for them to earn a fair few quid.”  Any instructors interested in taking up the offer can email Workout at ce@whpl.net and we will pass your details on to John.

Mum’s the word ... PERSONAL trainer Aimee Rogers has been nominated for an award, which recognises mums who run their own businesses. Aimee, from Sheffield, runs Revitalize Fitness, a personal training company specialising in weight loss and health conditions. She set up the business last year after being made redundant and has now been nominated in the best start up category of the

Mumpreneur Awards. Aimee is also in with a chance of winning The Inspirational Business Mum Award, which will be awarded to the mother who proves to be an inspiration to all women in business. But she now has to wait until August to find out whether she has made the finals, which take place on September 25 at the Heart of England Conference Centre in Warwickshire.


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‘Biggest loser’ contest proves a winner for gym By Dominic Musgrave

Outdoor fitness for free CAMDEN’s outdoor gyms are attracting people which traditional gyms can’t reach, according to research. The eight outdoor gyms, which are free to use, were introduced two years ago as a result of a physical needs assessment that identified cost and access as twin barriers preventing more people taking exercise. Research has now shown the gyms are well used, attracting a large number of previously inactive people, and are particularly popular amongst Camden’s black and minority ethnic com-

munities. Regular supervised sessions with Physical Activity Peer Activators are also held to help members of the public get the best out of the gyms and the equipment. Coun Tulip Siddiq, cabinet member for Culture said: “It’s great to see that the gyms have been so successful in helping residents, workers and visitors to Camden lead more healthy and active lives. The gyms are so good because not only are they free, they are suitable for all ages and abilities.”

A TEN-WEEK ‘biggest loser’ competition at a Wiltshire gym helped a group of competitors to kickstart their fitness goals while raising over £4,000 for charity. Route2Fitness in Devizes was inspired to set up the programme after watching TV show, The Biggest Loser, where contestants compete to lose the most weight. The club chose eight people to take part, advertising online via its website and Facebook page and through the local newspaper. Each participant did three weeks of group and personal training and then every week after that, one person was eliminated until they were left with two finalists. The winner lost a staggering 41lbs in 10 weeks and the runner up 36.5lbs and all of them have continued exercising since the programme ended. Owner Jayne Jenkins said: “We tend to do quite a lot of charity work and various events and we wanted to do something different. “We had a really good response and everyone thoroughly enjoyed it. They were amazed at their achievements, both from a weight loss and a fitness point of view.”

Contestants were also sponsored on a pound for pound basis – meaning they would earn £1 for every pound in weight they lost. The money was then donated to Help for Heroes – with the challenge raising over £4,000 in total. And although, the eight contestants did not pay to take part in the programme, they have since become members and are still attending the club. Jayne added: “This was a massive success. We had people that had not been gymgoers that lost a huge amount of weight. Because people had seen The Biggest Loser on TV, they thought if they can do it, I can too. “And all of them are still coming now it has finished, so that has been a good thing for the gym too.” Following its success, Jayne is already thinking about launching similar programmes to help more people get on the road to fitness. “I think we would do it again. We did this one as a charitable thing but we have had a lot of feedback from members and people said they would be interested – and they would be willing to pay for it. We might now launch it two or three times a year as a bootcamp.”


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Pole fitness proves a real money-spinner for Rebecca By Christina Eccles

keeping members happy.

talk of the town.

POLE dancing instructor Rebecca Plume has revealed how she is whipping members into shape at an independent gym in Waltham Abbey.

She said: “This has worked for me. I’ve never had more than 12 people in a class and it’s usually one to a pole so everyone gets studio time.

“It is now seen as a fitness class but it wasn’t always like that. It’s been hard work.

Rebecca runs classes at Krunch, which is owned by Neale Cranwell, and teaches at the club about four times a week.

“The gym is also really pleased. It’s traditionally a bodybuilding gym and predominantly male.

Her sessions have really taken off, with classes consistently filling up, and have helped Rebecca grow her business from humble beginnings teaching classes in her bedroom to a full time career. Each class has nine to 11 students and seven poles and Rebecca believes keeping class sizes small has been the key to

“We get a lot of women coming to the classes so it helps to balance that out.” Rebecca admits that since she started out in the industry, the perception of pole dancing classes has changed a lot and it is now widely accepted as a way to keep fit. She added: “Because this gym is so male dominated, at first I was the

Rebecca also shared her top tips for gyms who are thinking about introducing pole dancing classes:  Don’t be greedy – keep class sizes quite small so everyone feels they are getting enough time on the pole and value for money.  Make sure you have the right number of poles for students – typically this would be one pole per person.

“I’m not a typical pole dancer. I’m a muscular fitness model and a brunette, not your stereotypical pneumatic blonde. “It’s been really popular. “I even get bodybuilders coming to the classes who want to know how to do choreography for their shows. “It’s no different to gymnastics or ballet – they are all about body awareness. Pole dancing can be tailored to any fitness level or size and for males or females. “It would be a good thing if it spread to other gyms.”

 Check your ceiling height and remember it needs to be made from solid concrete or have a beam to fix the poles on to.  Ensure you are fully insured and up to date with health and safety requirements.  Create a friendly and safe environment – participants may feel uncomfortable at first so make sure you can put them at ease.

Rebecca Plume


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Greater flexibility call to operators OPERATORS need to offer more flexibility when it comes to membership and payment options, according to the founder of a new online gym service. Neil Harmsworth co-founded payasUgym, an online platform which helps consumers to find clubs they can attend on a one off, pay as you go basis. The site allows customers to search through a selection of participating gyms and pay for individual visits without joining fees, contracts or monthly memberships. By topping up an online account, they can locate a gym they want to use and use the credit on their account to purchase a voucher for one off use. And Neil says while longer term contracts can offer the best deal for those who use the gym a lot, the industry should be open to new ideas to get people through the doors. He said: “Gym memberships can offer superb value for regular gym goers but I think everyone in the industry recognises that to increase the overall number of people using the gym we need to offer more flexibility. “With this latest ruling from the OFT we have reached a genuine tipping point in terms of listening to what consumers want and the sector is already in the process of reinventing itself to meet these demands.” Over 120 gyms across London and the South East currently take part in the scheme, with plans to roll it out in Manchester and Birmingham over the next few months and eventually nationwide.

Gyms and health clubs may need to check their membership contracts following a recent case which saw a company providing gym memberships receive an injunction imposed on it for unfairly treating members who wished to cancel their memberships. Here, Robert Jones and James Langford from law firm Weightmans LLP examine the case in detail and warn businesses in the leisure industry to act fast if any of their small print contains similar terms …

Gyms need to check the small print after court decision JANUARY 2: Thousands flock to their local gym with good intentions and credit cards. Lengthy gym memberships are signed up to, yet a few months later the gym is a distant memory whilst direct debits are still leaving the bank account. However, that may be about to change due to the recent Judgment in Office of Fair Trading v (1) Ashbourne Management Services Ltd (2) John Clayton-Wright (3) Dawne Clayton-Wright. The defendants were instructed by various gyms to provide standard form membership agreements and to collect payments. Following complaints by consumers, they engaged in a battle with the Office of Fair Trading over the terms of their most common agreements, which provided for minimum membership periods of 12 to 36 months. Under the terms of these agreements, consumers who terminated their membership within the minimum period were deemed to be defaulters, facing potential legal proceedings and registration of the default with the Credit Reference Agencies (CRAs). The court ruled that these agreements were not Consumer Credit Agreements, as they were stated to be agreements where a member makes monthly payments in return for access to the gym’s facilities. The court then considered whether the minimum membership period clauses were unfair under the Unfair Terms in Consumer Contracts Regulations 1999. The

James Langford

Robert Jones

court assessed this in terms of the average new customer signing up for membership, who it felt was likely to ‘overestimate the use he will make of the gym facilities’. Although the defendants had provided for limited circumstances where the consumer might cancel within the minimum period, the court considered the agreements as ‘calculated to take advantage of the naivety and inexperience of the average consumer’, criticising their failure to advise members of their overall liability. The court finally considered the defendants’ practice of reporting to the CRAs debts incurred by consumers under these agreements. Again, the court found against the

defendants on this issue, deciding that this was an unfair commercial practice. The court held that the OFT can obtain injunctions against such clauses, as they are contrary to the European Community’s regulations. Whilst the fitness industry might take small comfort in having avoided the burden of obtaining Consumer Credit Licences, gyms would be well-advised to check their conditions do not breach this ruling or take steps to prepare for potential customer care issues.  Robert Jones is a partner and James Langford an associate in the Commercial Dispute Resolution team at Weightmans LLP.


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One of the pictures used in the campaign

Health warning over body image anxiety GYMS should do more to attract people with a wide range of body shapes, according to new research by Central YMCA, which claims body anxiety is a major barrier to staying fit and healthy. The study revealed this was the view of over three quarters of respondents – with 70 per cent also saying they found the image of gyms and the people who use them intimidating. The research, commissioned to help highlight the launch of Central YMCA’s Body Confidence campaign, also revealed over a third of men and around half of women questioned said they compare their bodies to people on TV. And over 42 per cent of men and almost a third of women said they would like their bodies to look like the models who appear in magazines. Chief executive of Central YMCA Rosi Prescott said: “These findings

reflect the greater emphasis society puts on simply looking good over and above being fit and healthy. Negative body image can permeate every aspect of day-to-day life and can have serious repercussions, including social exclusion, depression and low self-esteem, not forgetting an increased tendency to opt for ‘quick fixes’ such as fad diets, pills and supplements. “Good health is not defined by body size, but rather it is a state of physical, mental and social wellbeing. One of the key ways to achieve this state is through physical exercise, but many feel excluded because they don’t have the confidence to get started.” The research also revealed that nearly half of all respondents said more diversity in the appearance of people shown in advertising, magazines, fashion and on TV would be helpful to promote positive body image.

And the charity is now urging the media and the fitness industry to help change these views by promoting greater body diversity. Rosi added: “The media and fitness industries are not only partly responsible for perpetuating this issue, but are also the key to changing attitudes and awareness so that nobody need feel excluded from being active. “Our research shows how the media, in particular, could help with this by using a more varied mix of healthy body shapes and types. The fitness industry also has an important role to play by doing more to broaden its appeal through inclusive marketing and by seeking diversity in those who work in gym environments. These would be tremendous steps in the right direction, helping individuals to take a more rounded view of their health by limiting the negative and often damaging effects of body image pressures.”

Gym helps David get in shape for challenge A GYM in West Sussex is supporting a local man as he takes on the challenge of a lifetime. David Spreadbury-Troy intends to climb over 20,000 feet up Stok Kangri in Northern India this summer, to raise money for the Queen Elizabeth II Silver Jubilee School and the Alzheimer’s Society. Horsham Golf and Fitness is supporting David in preparing for the trek, along with another local business Protea Beauty Salon. Horsham Golf and Fitness’ manager Andrew Cooper said: “David came to the gym for an initial fitness assessment. We then devised a spe-

cific programme for him, concentrating on improving cardio vascular fitness, core strength and building muscle tissue, particularly in his lower body. This will give him the best chance of success on this expedition. “There is a likelihood of David suffering from Acute Mountain Sickness due to the lack of oxygen at the heights he is going to, but there is no training that can prepare him for this part. “We are continuing to monitor David’s fitness and adjusting his regime as he progresses. “We are very keen to have him in the best shape possible.”

David preparing for the trek

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The dangers of functional training ... By Matt Janusek Escape Fitness FUNCTIONAL fitness is storming the fitness industry, but just how many clubs are going in with their eyes closed? Over the past 10 years there has been a continual change from conventional fitness to functional fitness tools with many clubs opting to invest in multifunctional equipment due to its lower price and greater versatility. Functional equipment allows club owners to equip an entire club with a variety of attractive and user friendly equipment for the price of one large conventional piece of equipment. The increased availability and affordability of functional fitness in facilities has lead to an increasing amount of trainers incorporating it within their programs especially as it allows them to cater to every demographic at any fitness level. Functional training in general uses a collection of innovative and fun equipment which gets people to move their bodies in a natural and fluid way. Functional equipment such as the TRX, Kettlebells, Fitness Balls etc can be used in an unlimited amount of exercises, the only limitations is the imagination and knowledge of the trainer. However, unlike traditional cardio equipment which states what a member has to do, effective functional training requires a greater amount of education. This should not been seen as a downside to functional fitness but an element which needs to be factored in for maximum ROI, for example a member can walk up to a TRX and think of a few ways to use it, however a trainer who is fully informed could show them over 700 ways to use it, making their workout more versatile, effective, fun and stimulating therefore ensuring that they come back. Any club who incorporates functional fitness needs to include continual education and training in order to get the most from your equipment and offer a better experience to your members. Along with education, an integral part of functional training that is often ignored is flooring. Because functional training equipment needs to be easily assessable for group classes, 121 training etc they are typically stored in the actual

exercise studios. However, without the correct flooring this can look very messy, unprofessional and definitely not the type of impression you want to give your members. For functional fitness opting for a specific open training floor with unique storage options are key to successfully integrating functional fitness equipment into any club. A great example of this is DW Sports who successfully integrated functional flooring into their training spaces, offering their members increased exercise possibilities, greater equipment accessibility and ultimately made their functional fitness areas attractive, stylish and user friendly. Many of our clients who have integrated functional equipment onto the fitness floor have seen how it can lead to revenue generating programming, increased member satisfaction and improved retention rates. The low relatively low cost of functional equipment in comparison to conventional means that education and fully functional flooring are still a realistic possibility for a club on a budget and is a great investment for boosting their business.


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The exercise programme review is a key part of most clubs’ member journey or retention strategy. Despite this, very few reviews are being completed, which leads to poor member retention, as Guy Griffiths explains.

Member reviews get results on retention Sally joins clinic launch celebration in Paddington OLYMPIC champion Sally Gunnell helped celebrate the launch of Nuffield Health Fitness and Wellbeing’s new health clinic in Paddington. The centre aims to provide everything needed to stay fit and healthy under one roof – with services available ranging from fitness classes to nutritional advice and physiotherapy. The launch gave locals the chance to take part in health assessments and the latest classes and experts were also on hand to give advice on all aspects of fitness and wellbeing. Nuffield Health’s regional director of clinical products and services Gavin

Quinton said: "The launch of our new Health Clinic at Paddington demonstrates Nuffield Health's commitment to a new joined up way of managing health and fitness. We know that people are keen to make changes and take a more proactive approach to their health, but until now there has been nowhere offering all these services and expertise in one place. "Having GPs, physiotherapists, physiologists and nutritional therapists in the same building as fitness facilities enables professionals to work together to keep our customers healthy and support them in making long-term lifestyle changes.”

Campaign aims to get people in the swim ALL of Freedom Leisure’s swimming pools have signed up to support a major campaign aimed at encouraging more people to swim on a regular basis. The Big Splash campaign has been launched by British Swimming and over the next 10 months aims to entice new people to try swimming and help those that already swim to have more fun and go more often.

Managing director Jeff Hart said: “This campaign is a great move to promote the advantages of swimming and to increase participation. There’s more opportunity than ever to get into the pool and have fun. With clubs, classes and swimming groups, it’s a sociable and enjoyable sport which has universal health benefits for all ages.”

ONE of our strategies is to offer every member a programme review, when they want it, but allow them to defer it. A couple of award-winning clubs I know pride themselves on their exercise programme renewal, but analysis showed that over 70 per cent of members’ programmes had expired at both. Some clubs still ‘mandate’ a review every eight to 12 weeks to avoid exercise plateau, maintain motivation, etc. A 1,000 member club doing reviews every 10 weeks will require three full-time instructors working constantly on reviews! Firstly, we recommend talking to members about a “review” rather than exercise programme renewal. A review should talk about wants, goals, and preferences and lead on to exercise programming. Next, have a system to track reviews due, done, and deferred. You should know how many reviews were offered and carried out last month, and how many will be due next month. Finally, let’s talk about timescales. At a 1,000 member club, your staff should be doing 150-300 reviews per month, assuming members want a programme review on average every three to six months. Make it easier on yourselves and more engaging for the member by asking when they would like their next review. Write down guide-

lines, such as no longer than a year between offering a review. For members that “don’t know”, suggest your ‘standard’ period, but let them choose if that feels right for them. This way, when the review comes around, the member will acknowledge it’s their choice, and are more likely to go through with it. In a study last year of around 1,200 members who were offered reviews in one month, we saw 20 per cent take up the review, and 80 per cent defer the review date. Overall attendance for all 1,200 members increased from less than one visit per week to almost two visits per week. This year those clubs offer around 500 reviews per month, with a take-up rate of around 80 per cent, and only 20 per cent deferring. The effect of offering the review is always positive on visit frequency. So make it easier on your staff and members by personalising the review date as much as possible. This might make it more complex for your systems, but they can handle it, and it will give you positive results.  Guy Griffiths works for GG Fit, an independent consultancy that helps clubs to focus on member retention by working with staff, systems and processes. www.ggfit.com twitter – @ggfit


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Dave Wright with Phil Williams, left, and Mike Leveque, right

Two join CFM to help in MYZONE launch CREATIVE Fitness Marketing has appointed two leading health and fitness industry figures to help launch and distribute MYZONE on a global scale. Mike Leveque, previously president and COO at Star Trac, has joined CFM as chief operating officer, while Phil Williams, formerly head of commercial and NGO partnerships for the Department of Health’s Change4Life programme, is the company’s new head of marketing and communications. CEO of CFM and creator of

Young people wanting to get into the fitness industry have been given a helping hand thanks to a new apprenticeship campaign. Project Rough Seas, launched by TV presenter Ben Fogle, will give 60 disadvantaged young people the chance to get involved in

MYZONE, Dave Wright said: “Their track records speak volumes. I am confident that they’re the best people to join me in this new venture and work towards revolutionising how exercise is monitored and reported in a range of different environments.” MYZONE is a new software solution that makes movement measurable, by using a heart rate belt to accurately monitor calorie burn, effort and heart rate to motivate and promote physical activity.

a series of sporting and mentoring activities, designed to equip them with useful skills for the workplace. At the end of the programme, participants will be placed into six month Ethical Skills and Training apprenticeships in a range of sectors, including fitness and leisure.

Centre invests in new equipment BIRMINGHAM’S largest councilowned leisure centre has invested in the latest equipment from Power Plate, the pro6 machine. The city council already used the pro5 model in its centres but when equipping the gym at Cocks Moors

Woods Leisure Centre, decided to offer the next level of training, by installing the newest model. If the pro6 proves as popular as the other Power Plate machines, the council will look to roll them out to other leisure centres in the area.


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UK FITNESS SCENE Situated on a family run complex which also includes a four star hotel, Thornton Hall Country Health Club balances keeping its loyal membership base happy with looking after the needs of hotel guests. Workout visited the club.

Hall aims to provide ‘wow factor’ every time THORNTON Hall’s position near Liverpool, Chester and North Wales makes it the ideal spot for a weekend away – something which the management is keen to capitalise on. Tourism bosses in Wirral are also working hard to push the area as an attractive destination for short breaks and working with local businesses, such as the hotel and health club, to create packages is seen as the way forward to boost visitor numbers. The club was opened about 14 years ago as a natural extension to the hotel’s offering and although the two are run as separate businesses, having them both on the same site provides the ideal opportunity to cross sell. But with an existing membership base of 1,000 people, health club general manager Roy Burkey revealed that a constant focus on quality and customer care ensures both existing members and hotel guests get the most from their visits.

He said: “We want to provide the ‘wow factor’ every time. Having to maintain that standard of customer care is the challenge. It’s the little things that matter, like providing Molton Brown toiletries in the changing rooms.” The club is clearly doing something right as a waiting list has had to be introduced for membership. Someone who joins the list now can expect to be waiting until November for a place and to secure their membership has to pay a £50 fee, which is then deducted from a £200 joining fee. The gym believes it is offering a level of service which is worth paying for so has a policy to never offer any discounts on membership. Unlike many clubs, they also offer just one type of membership, which costs £52 a month and allows members full use of the facilities from 6.30am to 10pm seven days a week. Roy added: “The joining fee acts as

a commitment. It also creates a feeling of prestige and shows what we feel the value of the club is. We use the money to reinvest in new facilities and equipment.” The club also feels it’s important to act on member feedback and encourages them to fill out comment cards and keeps in touch via email flyers and newsletters. But Roy added the most important thing is for staff to get out there and talk to members. He added: “People buy from people. We want to be a club within a club so hold a lot of social events, which are a great way of talking to members. We want to come across as friendly and I try to operate an open door policy for my office. “Personal contact and communication with members is key. The most important thing is providing that service. The place wouldn’t be here without the members – it’s a two way partnership.”

Features at the club include:  20m swimming pool with heated whirlpool.  Spa pool with power jets.  Sauna and steam room.  Technogym equipped fitness suite.  Fully sprung and air conditioned aerobics studio.  Outdoor hot tub.  Restaurant.  Beauty and hair spa, which offers a 10 per cent discount for members on treatments.

Club keen to reward loyalty of members THE club also believes in rewarding loyalty and makes the effort to ensure every member feels valued. Visitors to the Times restaurant are given a loyalty card, which is stamped each time they spend £5. Three stamps earns them a free hot drink, when they get to six it’s a free fresh orange juice and a full card of eight stamps can be exchanged for a quarter bottle of red or white wine. Other popular incentives have included sending out birthday cards and offering members discounts on spa and beauty treatments.

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Kids Fitness in association with

Quarter of parents Centres team up worried that child with FitKid isn’t active enough HORIZON Leisure Centres have teamed up with FitKid to offer the LazyTown Sports Club at Havant Leisure Centre. The classes are based on hit children's TV show LazyTown and encourage children to get active and eat healthily. After every session, children receive a special health message from their Superhero Sportacus to take home and colour in. Horizon Leisure Centres’ sales and marketing manager Will Jones said: “We are really excited about the introduction of the new Lazy Town sessions to our weekly activity programme. “These sessions will really appeal to children who love watching the characters on television and really promote some of the key messages we want to get across to parents – more exercise and healthy eating for happy kids.”

By Dominic Musgrave ONE in four British parents are worried their child isn’t active enough, according to a survey by Lloyds TSB. The survey, commissioned ahead of National School Sport Week, looked at the attitudes of British adults with school aged children towards sport and physical activity. With just over a year to go until the Olympic Games in London, the survey highlighted the costs of sports club membership outside of school and equipment are seen by parents as big barriers to their children doing more physical activity. But the results showed adults are keen for youngsters to become more active, with 81 per cent of parents believing sport can play an important role in their child’s development and 92 per cent fully supporting their child taking part in sport. Lloyds TSB National School Sport Week ambassador Gabby Logan said: “Parents are often the first place children look to when they want to do more sport and the research high-

lights the important role we can play in ensuring they remain active beyond school PE lessons. “As a keen sportswoman myself, I believe it is my role to inspire my children to try new things and take part in more sport and physical activity and that is why I will continue to encourage and facilitate their sporting activities, both in and out of school. “As family life gets busier and busier, it’s so important that parents lead by example, remain active, and encourage their children to take part in more physical activity. “I was fortunate that my own parents were very active and inspired me to participate in sport and I can really see the benefit of playing sports and watching my kids take part to support them in remaining active, fit and healthy.” Lloyds TSB is now encouraging parents, no matter how active, to get behind their child’s school and pledge their support for National School Sport Week, which takes place from June 27 to July 1. Ellesmere College first girls’ tennis team have qualified for the Aberdare Cup National Schools’ Under 19 Championships. The team played and won their matches at county and regional levels to qualify as one of 16 teams from around the country to play in the finals. Director of Ellesmere College Tennis Academy Nikki Hoy said: “This is a very exciting development for the EC Tennis Academy, since it is the first time since the launch of the Academy that we have won the regional finals and have qualified for this prestigious national championship.”

Retention success for Merseyside Partnership MERSEYSIDE Sports Partnership has achieved one of the highest retention rates in the country for a nationwide programme designed to help more young people into sport. Nationally, the Sport Unlimited programme target was to provide 900,000 young people with sporting opportunities outside of school hours and retain them in the programme for 60 per cent of sessions. The Sport Unlimited programme in Merseyside involved the delivery of

eight to 10 week blocks of out of school activities for five to 16 year olds, delivered both on the school site and in the community with a view to developing sustainable increases in sport and physical activity. In Merseyside, the programme has reached 40,410 young people over three years and 28,710 were retained during the life of the programme. This year’s retention figure was 17,070, increased from 9,939 in year two.

Development officer for Sport Unlimited and Step into Sport Briony Farrell said: “Our success is thanks to the fantastic partnership working in Merseyside. “Research prior to delivery enabled us to identify popular sessions and our partners delivered quality coaching ensuring a high participation and retention rate. “This shows how we really have made the Sport Unlimited initiative work for Merseyside.”


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Energy drinks could make children pile on pounds ENERGY drinks could make children pile on the pounds as they are not active enough to burn off the additional calories, a new report has claimed. The American Academy of Pediatrics’ study outlines how these products are being misused, discusses their ingredients and provides guidance to decrease or eliminate consumption by children and adolescents. Co author Marcie Beth Schneider said: “There is a lot of confusion about sports drinks and energy drinks, and adolescents are often unaware of the differences in these products. “Some kids are drinking energy drinks – containing large amounts of caffeine – when their goal is simply to rehydrate after exercise. This means they are ingesting large amounts of caffeine and other stimulants, which can be dangerous.” According to the authors, children

should be made aware sports drinks are intended to replace water and electrolytes lost through sweating during exercise. They added sports drinks can be helpful for young athletes engaged in prolonged, vigorous physical activities, but in most cases are unnecessary on the sports field or the school lunchroom. AAP recommendations include:  Paediatricians should highlight the difference between sports drinks and energy drinks with patients and their parents and talk about the potential health risks.  Energy drinks pose potential health risks because of the stimulants they contain and should never be consumed by children or adolescents.  Routine ingestion of carbohydratecontaining sports drinks by children and adolescents should be avoided or restricted, because they can increase the risk of obesity, as well as dental erosion.

 Sports drinks have a limited function for paediatric athletes; they should be ingested when there is a need for rapid replenishment of carbohydrates and/or electrolytes in combination with water during prolonged, vigorous physical activity.  Water, not sports drinks, should be the principal source of hydration for children and adolescents. Holly J. Benjamin, a member of the executive committee of the AAP Council on Sports Medicine and Fitness and co-author of the report, added: “For most children engaging in routine physical activity, plain water is best. “Sports drinks contain extra calories that children don’t need, and could contribute to obesity and tooth decay. It’s better for children to drink water during and after exercise, and to have the recommended intake of juice and low-fat milk with meals. Sports drinks are not recommended as beverages to have with meals.”

Academy chance for young cricketers YOUNG cricket fans at Ellesmere College will be able to improve their game when the schools hosts its first Andrew Flintoff Cricket Academy this summer. The academy is a fun-filled course is for all cricket enthusiasts aged between five and 15 years old and will run for a week in August. During the week, there will be sessions led by the England team players as well as members of the England Womens’ team. Andrew Flintoff said: “I’m delighted my Academy is at Ellesmere College this summer. “Although it is sad that my playing career has come to an end, it does mean that I am able to devote more time to my Academy. “I've been working on the curriculum and we've got some fantastic coaches on board.”


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BodyPower celebrates record number of visitors GREAT new feature areas, a much bigger exhibition and around 200 elite athletes to talk to, and hear from, attracted record numbers to this year’s BodyPower Expo. The official attendance number for the 2011 BodyPower Expo was 23,065. Marketing director Ollie Upton said: “BodyPower Expo aims to give everyone into power sports and fitness a great day out. “We worked really hard to ensure that we achieved this aim and from the feedback we’ve had I think that we achieved this.” Plans for next year’s BodyPower Expo are well underway, and the show expands to three open days. The dates are May 18 – 20 at the NEC. Ollie added: “We have decided to add a third day to the event that will be open to press, preview and holders of the three day team BodyPower ticket. “We will continue to develop the show with more interesting and informative features, top name athletes, interactive competitions to ensure that our visitors continue to thoroughly enjoy their visit to BodyPower, which we hope, one day, will be the best fitness show in the world.”

Rugby champions look forward to continuing winning partnership SARACENS have been celebrating after being crowned Aviva Premiership Rugby Champions following a 22-18 win over Leicester Tigers in a pulsating final at Twickenham. The victory ended an agonising 13year wait for a trophy for the Men in Black, and was greeted by scenes of jubilation by fans, players and coaches as Sarries were crowned kings at the home of English rugby. USN, the official nutrient supplier to Saracens have enjoyed a fine partnership with the club – supplying it with supplements that have enhanced players’ fitness, energy levels and injury recovery time, ensuring the team proved unstoppable in their quest for honours. James Short was the hero for Saracens

on the day, going over for the only try of the game, while Owen Farrell kicked five points and Short a conversion to secure the Premiership crown. Saracens preparation and conditioning gave them an edge in the home straight, as the team powered over the finishing line at the season’s finale, recording 11 straight victories to march into the league’s semi-finals where they dispatched Gloucester before advancing to Twickenham. Once there, they were able to gain revenge on Leicester, who defeated them 33-27 in last year’s final. During the regular season, Saracens won more games than any other side – 18 in all – with their fitness, endurance and power key attributes in what was an unforgettable season.

Saracens high performance director Scott Murphy credits part of the team’s success to its partnership with USN. He said: “USN offered us products that are research-based. “In simple terms, they work. Coupled with outstanding value for money and tasty products that the players actually enjoy consuming, we knew we were on to a good thing. “We couldn’t be happier. Our fitness and strength testing scores were excellent and the injury rates are down. “The mountain of work the players get through is made a lot more possible by USN products. We look forward to the continued partnership between USN and Saracens.”

‘New Platinum product goes the extra mile’ DONCASTER Culture and Leisure Trust, which operates 12 leisure venues in Doncaster, has benefited from the installation of a brand new service from collection specialists, Debit Finance Collections. FASTDD Platinum is a brand new product that provides trusts and local authorities with an online portal that can be designed to look like their existing website and fully integrate with systems to provide a seamless journey for the member. Group health and fitness manager for DCLT Kraig Kelly said: “The functionality of the new system is much improved and the sign up process in particular is very simple which benefits both our staff and our customers. “We wanted to work with a company that we trusted and who truly understands the needs of our business. “We turned to Debit Finance Collections again as we know that they can help and FASTDD Platinum is an

excellent product backed by experienced and efficient support.” David Mellor of Debit Finance Collections added: “FASTDD provides our customers with an excellent system that enables them to provide online

Increase the intensity of your workout with new weighted vest NEW Jordan Weight Vest – increase the intensity by adding this weighted vest to your work out. These vests are an excellent accessory for any work out if you want to increase strength and endurance. By adding or removing the weighted packets to the pocketed vest, you can increase resistance to running drills or suspension training, for example, allowing natural exercise progression. They can be used indoors or outdoors – great for adding intensity to outdoor activities such as jogging, climbing and walking.

The vests progress in three weight sizes from 4.5kg (10lbs) to 18kg (40lbs). The Jordan Weight Vest has a unique adjustable design with one size fitting all, which means they are suitable for both men and women. Each weight packet weighs 0.34kg. The granulated steel shot packets that fit into the internal pockets on the vest means they are very comfortable to use. The nylon outer canvas is extremely durable and the neoprene covered shoulder padding makes the vest

comfortable to use. The way the vest is designed means that both the vest and the weights remain secure even during the most physical exercise. This training accessory is ideal for plyometrics, aerobics and strength training, aiding speed, agility and endurance. Prices for the Jordan Weighted Vest start at £26.06 (incl vat) for the 4.5kg (10lbs) vest. For more information visit www.jordanfitness.co.uk or contact sales@jordanfitness.co.uk

direct debit solutions. “The new Platinum product goes the extra mile and provides a greater degree of integration and flexibility that more and more of our customers have been asking for.”


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COMBAT FITNESS

Boxing bid to get youngsters into fitness AN EDINBURGH gym has been offering boxing classes to get young people into fitness and give them something to focus on. Personal trainer Ryan Faichney has been holding classes at Edinburgh Boxing Academy to encourage kids in the area to become more active and to socialise with each other. The club currently gets about 20-30 kids through its doors every Monday, Wednesday and Friday who are taught boxing techniques and exercises designed to help them boost their fitness levels and have fun. Ryan explained: “We have recently been running lots of promotions on obesity in children and the severe detrimental effects it’s having on some of the kids we get down here. “I’ve become increasingly aware of their severe sedentary lifestyles. With so much entertainment at their fingertips, trying to compete with the likes of the Playstation and Xbox is a losing battle but I am trying through local schools and papers to bring

it to kids’ and adults’ attention and act on it before it’s too late.” Keeping the classes affordable is something Ryan feels strongly about. He goes into schools to offer free taster sessions and if kids are interested in taking part in sessions at the gym, they pay a small fee of £2 per class. There are also added incentives – such as free sessions – for those who refer a friend. He said the kids love taking part and he would like to see more gyms setting up similar schemes to offer their facilities to young people. He added: “Just get out and speak to them and make more of an effort. A lot of gyms hope people will come down and they are just numbers. I am hoping to make it more personal.” Ryan’s future plans include turning the gym into a community hub where kids can come down and try classes but also have somewhere to hang out with friends and get access to advice. He would also like to open other sites to cater for young people in different areas.

Why we’re very different and edgy ‘More than just a workout’ By Sol Gilbert I HAVE always found there is a big difference between training as a boxer and training for MMA. Even though they are both combat sports, one requires more variety in the training programmes, which for me is MMA. As a boxer you still need to work on your strength and conditioning but the technique would remain focused around one discipline. But due to the nature of MMA, you have to be as skilled as a boxer, as agile as a wrestler, as flexible as a Muay Thai fighter and also posses some ground skills knowledge. A new age of gym is amongst us and here at ZT Fitness and Fight Skool we believe we have hit the nail on the head. Our equipment offering is very different and edgy compared to “normal

gyms”. We place a great emphasis on functional training, Olympic Lifting and natural forms of movement. Our lower floor “Power Room” is kitted out with two York Olympic Lifting Platforms, two York STS Power Racks, 1000kg+ of bumper plates, benches and bars. This covers all the needs of the modern athlete, but also anyone else interested in reaping the rewards from this form of training. We have always stayed true to our vision of bringing MMA training to the mainstream market. The best way of doing that is making it available, so right in the middle of our main gym we have 1500 sq ft of matted boxing area where we hold the classes and the team training sessions. In the future, I see a lot more gyms adopting this strategy as MMA is here to stay. The conditioning element is not only fun but extremely successful in getting you in shape.

THE Tube Boxing group exercise programme gives you all the tools you need to run outstanding boxing based fitness workouts; training, equipment, marketing, class programmes, music and regular updates. Whether it’s SMALL GROUP in the gym or LARGE GROUP in the studio, Tube will create a new workout space that will captivate your members. The new ADIDAS Professional Boxing Range equips your area with a variety of new products. Including 12 different types of bag, Adidas boxing will help develop skills and techniques and will make every workout fun and interesting. From entry level gloves to ABA and AIBA approved gloves, Adidas offers you the most professional range to suit your needs. To give your members the ulitmate boxing experience, contact: 01487 831185 enquiries@tubeboxing.co.uk


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SUPPLEMENTATION AND NUTRITION Leading fitness model and healthy eating ambassador Carly Thornton relies on eating well to look and feel good. In the first of a two-part feature for Workout, she reveals what motivated her to change her lifestyle and the impact healthy eating has had on her life.

How Carly transformed her body and her life THROUGHOUT my teens I was a very inactive child. It was not till my early 20's that I realised my poor nutrition was taking a toll on my body. In an attempt to shape up, I joined a local gym and began going a few times a week. It was very nerve racking at first, but I started to really enjoy it. For a short while I only did cardio and then started to experiment with the weights and realized how much I loved the feeling. I would lift heavy, but wasn't getting the results. I longed for that toned, athletic look but had no clue how to truly obtain it. It was not until I started reading up on nutrition that I slowly saw my body change. I taught myself the importance of exercise diversity and clean eating. Within a few disciplined months, my body began to transform. I felt amazing! I felt physically fit and emotionally, I had a true sense of accomplishment and well being. After my first competition, and coincidentally, my first win, I realised I had found a path for my life. I decided I wanted to be an inspiration to others, just as those figure/fitness ladies that inspired me in magazines. My next competition was the UKBFF British Championships where I placed second and then in the Top 15 at the IFBB Europeans. I pro-

gressed to being a judge within the NAC, which was totally amazing and such an honour to be asked. To be on the other foot really helped me learn more on what the judges see – such as stage presence, skin tone and well being of each competitor. More recently I have become better known for my fitness modelling and inspiring others to seek their goals. For me this has to be the hugest achievement and motivation for me as I thrive on helping others succeed, especially with training and nutrition as it’s such a passion, so it’s a dream to share it with people and help them learn. I am now involved with a lot of promotional work for different supplements such as Udos Choice and other companies, I love the modelling side of it all as it keeps me motivated to stay in shape. I’m aiming to get back on stage this year where I will be bringing a far leaner, slender model look rather than as muscular a figure. I have my own website www.carlythornton.com and have started seminars called “shape-up” which are for ladies of all ages, to educate them more on leading a healthy lifestyle.  Coming next issue – Carly answers Workout’s questions on diet and supplementation

Repetition is key to forming new habits says Roland GYMS which include workshops on areas such as nutrition and lifestyle could help members achieve better results, according to the author of a new book who believes a holistic approach to fitness is key. Personal trainer Roland White wrote How to Survive in the Urban Jungle to help busy professionals lead healthier lives. He split the book into sections focusing on areas such as types of exercise, food and weight loss, posture and the importance of sleep.

Roland White

And he believes gyms which focus on all these things, rather than just exercise alone, are better equipped to help members to reach their goals.

He said: “I believe in a holistic approach. There is a lot of focus on exercise in gyms but it is also important to look at lifestyle.” Roland also said it a useful way of getting the message across is to break information down into manageable chunks, which is where weekly or monthly workshops could fit into a club. He added: “To get people to change their behaviour, they need to be reminded of what they are doing little and often. “This makes them more aware. Repetition is key to forming new habits. “People can get overwhelmed by too much information. “Gyms could introduce workshops,

which would encourage people to write things down and talk them through.” Roland’s other useful tips for gym owners include encouraging members to create food and sleep diaries, which can be looked at to establish patterns and he now hopes to expand his services into workplaces to offer health checks to employees. “I have been really pleased with the book and it has had some good reviews. I would now like to work with more business owners to implement health checks for employees. “I would be really open to that as it’s a quick, cheap and motivational way to get people to change.”


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SUPPLEMENTATION AND NUTRITION Educating members about nutrition can prove challenging for any gym owner but introducing food and drink facilities on site can help them win the battle – and generate valuable secondary spend. Workout speaks to clubs which are leading the way.

How a healthy cafe can add that extra ingredient to gyms ... IF your gym has an underused area, an in house, healthy-eating cafe could be the perfect way to utilise the space and bring in some extra cash. A typical menu could include a range of high protein, low carb options with popular choices including egg-based dishes such as omelettes, chicken, tuna, jacket potatoes, healthy sandwiches and fruit smoothies. But with a minefield of nutritional information available to members, the message from clubs who have tried and tested cafes is clear – keep the menu simple and affordable

and customers will come back for more. One club leading the way is Zeus gym in East Sussex where the cafe area is proving popular with members who want a nutritious meal post workout. Owner Sue Kennedy explained: “Exercise and nutrition go hand in hand. Explain to people what they should be eating, without getting technical and put it in simple terms. “The menu here is low fat with good clean carbs – things that people should be eating. If you have got everything under one roof, people can get the results they want.”

Ripped Gym in Harlow is also promoting healthy eating habits by serving up food to hungry members. Gym owner Michelle Mead added: “Having a kitchen seemed like the other half of the coin – if you are going to train you need to eat properly. The menu is mostly targeted at bodybuilders. Most people know chicken and tuna are the staples but we try to flavour them as much as possible, using spices like cajun and tandoori. Our kitchen is open from 10am to 9pm and gets absolutely packed. It’s always busy and really good for secondary spend.”

Fruit smoothies and protein rich dishes are selling well in many gym cafes Michelle also offered advice for any other clubs thinking about taking the plunge and opening their own cafe. She told Workout the kitchen gets inspected once a year by Environmental Health and awarded a star rating so it is vital to keep up to date with safety and hygiene. Ripped’s kitchen has achieved the maximum five stars and Michelle puts this down to regular staff training. She added: “We train our staff regularly and they have to have certain certificates. We keep them up to date with their training and hygiene is always top of the list.”


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SUPPLEMENTATION AND NUTRITION In this month’s column, Fit for a Princess founder Janey Holliday explains how to help your clients create the right environment to change and get results ...

‘In six out of 10 lifestyle MOT sessions there are tears’ LAST month I shared a story of a client who had failed with fitness but won with lifestyle. This month I thought I’d tell you about the more emotional MOT sessions, so you are fully prepared if a client (and it’s usually the ones you least expect!) suddenly breaks down in a lifestyle type of session. I would say that in six out of 10 lifestyle MOT sessions there are tears. I even found this in my corporate MOT sessions, and this included male senior management too! People’s inability to succeed in fitness, to be motivated to eat well or be focused at work, are often because of stuff going on in our head, and indeed the inability to cope. A common theme amongst most of my clients is a feeling of being overwhelmed with modern day mayhem; financial pressure – especially in the last few years, trying to be a good worker, a good parent, a good partner, having a nice home etc and of course not having time to train or look after themselves. Another common theme is that

many clients don’t feel like they are living the life they thought they would be, or have made some wrong decisions, or are a bit lost. Can you imagine the implication all of this has on someone’s motivation, drive and well being? In addition, clients can often not feel like they can talk to their partners, colleagues or friends, and that’s why when they sit down to let off some steam on where they are at with you, they have a huge sense of relief and they can let go. I had a guy recently, 42, who was eating crap, didn’t have time to exercise, was working 15 hour days doing three people’s job because his boss had made cuts, was exhausted when he got home, just wanted to crash at the weekend, his wife was annoyed because she never saw him and they didn’t have a social life let alone had sex and he had been like this for about 12 months. When he walked in to our session, I knew he was on his last legs. ‘I just can’t go on like this but I don’t know what to do’. He broke down and I listened. He looked so much better after he had let it all out and we started to make a plan

so he was more in control of his life. The first thing I did was introduce date night for him and his wife – every Wednesday without fail. I got him juicing in the morning and eating more fresh moodboosting foods. He did one training session in the week and one at the weekend and we worked out optimum energy times. I helped him project plan his workload AND project plan his relaxing time, I got him to set up a weekly fun brain storm and task list meeting with his team to create enthusiasm instead of stress. I got him to be more productive with work, created some ‘switch off’ rules, ie no blackberry after 7pm and no internet at home in the week. Three months later, he has lost two stones, he has had his best quarter of sales in two years, he has rekindled his relationship and they train together now once a week, he has started to cycle to work everyday, is entering his first triathlon later this summer and is the fittest and happiest he has been in a long time.

Janey Holliday

Relaunch for energy kick gel SPORTS nutrition specialist CNP has relaunched its Pro Energy Max gel with an improved flavour. The gel, the result of a product development partnership with Team Sky and Great Britain Cycling, is designed to give not only an initial energy kick but also a sustained boost, allowing athletes to maintain their increased performance. The new version’s taste is “down on the sweetness and up on the cola flavour,” according to CNP’s marketing manager Paul Riley. He added: “The reaction to the new flavour has been great, really positive – in taste panel tests everyone has been very complimentary.”

Top sports nutritionist Matt Lovell has joined forces with Kinetica to create two new flavours of the company’s popular whey protein range. The powder is now available in banoffee and mint chocolate as well as the existing strawberry, chocolate and vanilla flavours.


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PRODUCT NEWS

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Want more quality time with your members? GETTING quality time with your members is a daily balancing act for gym owners. Most days not even spoken to a member. Then you start to think, why did I open the gym? To help my members get great results. Why do I seem to come up against the same problems most days? It is not that you are bad at your job it’s just that too many repetitive tasks tie up too much of your valuable time. I should say at this point, as founder of Club Manager that “you should pick up the phone to us now to find out more”, partly true. Sounds like a time management course doesn’t it? Do not worry it’s really more about repetitive tasks that take time up over a full year.

So split your tasks into what can be automated or delegated to another staff member so you can get closer to your members, which from a retention perspective alone will generate huge dividends, plus generating those important member referrals because you have more time to interact with your members. The other alternative is to call us at Club Manager where we can show you the many time saving benefits we have developed plus a whole lot more to put you back in control of your time and your income. For further information call: 01245 352 000 or visit: www.clubmanagercentral.com

A method for functional cardio intervals THE X-iser provides a method for functional cardio intervals. Invented and patented by Dr Juris Terauds, professor of Biomechanics, the X-iser challenges balance, coordination and neuro-muscular endurance all while performing a perfect cardio sprint interval. The X-iser Machine, along with its high intensity, interval training research-based, time-efficient programming, offers that solution in a convenient compact package. The X-iser Machine was engineered to ensure correct hip and knee alignment, providing an optimal, impactfree workout that builds balance and strength unlike any other piece of equipment. The hands free design promotes the development of stabiliser muscles and correct posture,

which in turn, improves balance.The nature of the hydraulics on the machine allows for a technique that produces a “static equilibrium”, high-frequency stepping action and is unique because its speed is not limited. The cardiovascular demand of this intense exercise significantly challenges both the aerobic and anaerobic metabolic systems, improving overall conditioning far more than traditional cardio. Already utilised by professional sports teams and coaches in the U.S.A. the X-iser is now available in the UK from www.SprintTraining.co.uk or call 01527 916246

Are you ready to Rip it up? – Escape Small but perfectly formed ... Fitness introduce TRX Rip Training THE training company that created the breakthrough Suspension Training method adds new training system for developing explosive and rotational power. Functional fitness revolutionaries Escape Fitness bring the new and exclusive Rip Trainer to the shores of the UK to add that add twist to your workout! The TRX Rip Trainer complements Suspension Training bodyweight exercise by offering a total body workout emphasising rotational power and high velocity movements. Benefits of Ripping it up:  Challenges core and stabilizer mus-

cles for better balance and rotational power  Increases metabolic activity  Offers variable resistance for all fitness levels  Provides an efficient full-body workout  Delivers hundreds of sport-specific exercises Visit: www.TRX-fitness.com to learn more

THE new Zebra ZXP Series Three plastic card printers from DED offer affordable card printing for users with low to medium volume card printing requirements. Based on the popular Zebra P110 and P120 series, the ZXP Series Three offers increased direct to card printing speeds of up to 160 cards per hour, field upgradeable encoding and Ethernet interface options as well as increased security features. The ZXP Series Three printers are highly versatile and designed with ease of integration in mind – providing flexible connectivity options and an SDK for custom applications, the ZXP Series Three is the best value in its class for printing and encoding

photo ID, access control, gift cards, loyalty cards, membership cards and many other types of plastic cards. For more information contact 01797 320636 or visit www.ded.co.uk

Out of the box and into the ring! Lower price challenge from Badgemaster A NEW state-of-the-art gym has just opened in the stunning Albion Riverside development in south west London. StarsGym has the ethos that everyone is capable of achieving and the first steps to success start with selfbelief and passion. With the emphasis on functional training and martial arts, the club boasts a fight cage, a Muay Thai boxing ring, judo and punch bag area as well as the traditional strength, cardio areas. The functional area features the Freedom Climber, a climbing trainer designed to stimulate the members’ adventurous nature, whilst providing a great total body and core muscle workout. Spokesman Richard Coates said:

“Whether you're an experienced climber looking for convenient indoor training or wanting to try climbing without going to a large indoor climbing wall, you should try our Freedom Climber.” The StarsGym opening party featured music from the Ministry of Sound, champagne and canapés with demonstrations of cage fighting, Muay Thai boxing, rock climbing and judo. For information contact Freedom Climber on 01403 752223 or info@freedomclimber.co.uk

Online shopping at Dalesauna DALESAUNA have just launched a new online purchasing facility for swimming pool chemicals and other items such as sauna and steam room essences. As part of their new website, this online shopping offers great prices for their most popular items and is available for existing and new customers alike. Sarah Chatten who is responsible for department said: “We realise that people are shopping more and more online, and that there is a reluctance to tie up money in holding large stocks of products. Our new website will allow for a quick and easy solution to this problem, with delivery available next day for those really

desperate for stock, and at great prices.” Dalesauna intend to add more and more products to the online shop, and would be pleased to hear from customers who don’t see exactly what they are looking for, to enable them to respond to market demands. For more information visit www.dalesauna.co.uk

LEADING international supplier of name badges, Badgemaster, is citing technological advances as the reason behind its new, lower prices. For over 17 years the company has placed keen emphasis on investing in the most up to date manufacturing and order processing systems which, coupled with consistent volume growth, has always enabled economies to be passed on to customers. MD John Bancroft said: “We’re now in a position to complete even the shortest runs extremely cost-effectively, so we’ve overhauled our price list to make lower quantities of badges accessible at the same discounted rate previously reserved for higher volumes and are able to offer

further significant savings for larger users – and the product quality is better than ever!” For more information or to put Badgemaster to the challenge, contact the sales office on 01623 723112 or visit www.badgemaster.co.uk

Supplier of knowledge and equipment WHEN you take a group of fitness enthusiasts and ask them what they want to know, the same old answer comes back “Am I in shape? And how can I get in better shape?” The Bodypower show at the NEC showed the fitness industry is still booming with about 20,000 visitors. The event was buzzing, with the organisers laying on numerous activities. Amongst the lectures and demonstrations one of the stands that was swamped was the Body Fat Check stand, organised by Idass Fitness. Idass have a long standing reputation in the fitness industry as suppliers of both knowledge and quality fitness monitoring equipment, so were ideally placed to put together a stand

consisting of Seca scales and height meter, with three levels of Body fat measuring. At the entry end, Idass have a plastic skinfold calliper starting at £9 up to £160, then we provided Bodystat units which are really effective within the health club market. We also have the latest Tanita body fat analyser which provides data on segmental information. For more information contact Idass – Paul Moore – Paul@idass.com – 08448009310


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SUPPLEMENTATION AND NUTRITION

Benefits of low fat/high carb diet ‘have been misinterpreted’ A TOP nutritionist and fitness advisor has told why he believes modern lifestyles and refined foods have led to the benefits of a low fat and high carbohydrate diet becoming misinterpreted. Will Williams is the scientific advisor for UK diet organisation, All About Weight, and is responsible for checking and working with the Mealpak formula which forms the base of the company’s weight loss plans. He said charity Diabetes UK recently reviewed its nutritional recommendation that sufferers should eat less fat and more carbohydrates, both to control their weight and blood glucose levels. The charity now suggests optimal carbohydrate intake is an individual affair and a high carb diet may not be the only option – a view which Will also endorses both for diabetics and anyone wanting to lose weight and become fitter. He explained: “Part of the reason the low fat, high carbohydrate diet

has not been effective at slowing the rising tide of obesity and type two diabetes is not that the recommendations are wrong – rather, the problem is the strategy has been misinterpreted and corrupted by modern diets and lifestyles.” He added a Mediterranean style diet rich in fresh vegetables and fruit, unprocessed whole grains, and low in saturated fats is an effective way to reduce the risk of diabetes and cardiovascular disease, as well as helping to control weight. He added: “However a diet like this is rare today and unfortunately the

David Lloyd leisure continue to grow partnership with QNT sports nutrition LEADING sports supplement brand QNT, has for the third consecutive year placed among David Lloyd’s top five suppliers. Launching with a single product, QNT have grown a lucrative additional revenue stream for David Lloyd and now source over 20 different lines. As well as RTD’s and bars, QNT’s new range of powders are proving a big hit with David Lloyd members. Co owned by Ex Olympians Mark Foster and Colin Jackson, QNT’s products are all manufactured to the highest

quality by their own manufacturing facility and distributed in over 32 countries worldwide. For more information contact 01638 662589

messages are all too often boiled down and oversimplified. We are simply told to eat less fat and eat more starchy food. “Coupled with this, people today are much less physically active than they used to be. If we take in more energy than we expend, in the form of carbohydrates, it is stored as excess body fat. “Our modern lifestyles and intensive food production have confounded dietary guidelines that were based on solid evidence, so that well-meant healthy eating messages may have actually served to exacerbate the problem of overweight and diabetes in the population. The key to successful weight management in this obesogenic society is breaking dependence on refined carbohydrates and high calorie, low nutrition foods. We believe that each individual should establish their own optimum level of carbohydrate in their diet to maintain a healthy weight, and this should come from nutritious food.”

Programme aims to reverse male aging process A NEW step by step programme has been created combining exercise, nutrition and vitamins proven to halt and reverse the male aging process. The Life Plan claims to reverse 'biological age' by 10 to 20 years, while introducing men to a healthy aging lifestyle no matter what shape they may be in. The programme has been split into three clear sections – nutrition and diet, exercise and hormones and supplements – and has been created by Dr Jeffry Life, founder and CEO of the Life Center for Healthy Aging.

Shake station proves popular and profitable THE GO.PRO.STATION is proving a popular addition for gym operators and their membership base alike. It’s the first dispensing system designed for gyms that allows you to serve freshly blended shakes quickly, cleanly and profitably. In today’s market place it gives the gym operators valuable profitable secondary spend. Whilst at the same time it’s meeting the increasing demand for freshly blended protein shakes or drinks. Members prefer a freshly blended product, but one of the challenges when offering freshly blended shake is the time it takes to prepare, blend and serve. This system will allow you to make a shake from start to finish in less than 30 seconds – with no washing up between shakes you can serve two or three shakes a minute.

Head of UK sales Nick Mills said: “The system is only one half of the story though. The quality and taste of the product would be the defining factor. Having our own factory and manufacturing facility allows us complete control over the development of our formulas, including the quality and taste. This approach has proved a great

success; at recent tasting sessions, the host gym independently measured customer feedback, 96 per cent said they enjoyed Go Pro Whey and 90 per cent said they would consider buying another Go Pro Whey shake. For further information contact goprotein.com on 01778-560868 or email trade@goprotein.com


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Winner of The Biggest Loser, Wil Graham has become Workout’s newest columnist. Starting next issue, Wil be sharing his views on the industry – starting with a look at what used to put him off going to the gym and and what motivated him to change his life. If you have any questions or topics you would like to see Wil discussing in Workout, send them to our editorial team at ce@whpl.net or contact us on Twitter @WorkOutUK and we will pass them on to him.

Contract awarded HEALTH and safety management specialist Right Directions has been awarded the contract to deliver the FIA’s Code of Practice. The company already delivers Quest on behalf of Sport England and the two-year agreement with the FIA will bring two leading industry awards closer together, allowing operators to save both time and money by achieving their FIA Code of Practice as part of their Quest assessment. It is hoped the link will attract more private operators to look at Sport England’s Quest award, as well as encouraging current Quest members to sign up to the FIA and its Code of Practice.

WANTED

Fitness studio invests to keep up with the competition HEALTHWORKS Fitness Studio has invested £12,000 to refurbish the gym and improve its offering to keep up with local competition. The independent club in Stratford-Upon-Avon has revamped half the gym floor – upgrading facilities and introducing new features including the

HumanSport range of equipment from Star Trac. Owner Jason Ziel said: “I have limited floor space and the variation of exercises the HumanSport pieces provides satisfies the needs of my members. “It has also helped to modernise the look of the gym floor, which helps us to stay competitive with

other clubs in the area.” The gym opened its doors in 1994 and currently has more than 300 members. Jason added he hopes the refurbishment project will not only expand training options for existing members, but also attract new ones.

Warrior theme for fitness festival MORE plans have been unveiled for a new fitness festival, which is being organised by an Essex-based independent gym owner. The Valhalla Festival of Muscle and Power is encouraging visitors to dress up as their favourite warrior, with participants being rewarded a £5 discount into the show. Anyone brave enough to get on stage will also be in with a chance of winning a trophy and being crowned Mr or Miss Valhalla. There is also a junior contest

for children. The festival is being organised by Scott Horton, who owns Hercules Gym in Colchester, and takes place on July 23-24 at Layer Marney Tower. Other highlights of the weekend will include Viking workshops, storytelling and re-enactments, spear, knife and axe-throwing, and archery – as well as the official England’s Strongest Man contest and the launch of England’s Junior Strongest Man.

SAUNAS

MANAGEMENT


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Work Out July 2011  

The UK's No1 fitness industry magazine

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