ISSUE 321 October 2020 ÂŁ3
Operator reports positive numbers since reopening
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Programme prepares patients for surgery and helps their recovery
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New classes available on FitnessOnDemand
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UK FITNESS SCENE
Operator reports Business mentor offers positive numbers package for fitness since reopening professionals and PTs NUFFIELD Health has reported strong member engagement at its fitness and wellbeing centres since indoor gyms were able to reopen in England on July 25. Since the initial reopening date in England, Nuffield Health has welcomed back members to all of its 113 consumer gyms across England, Wales and Scotland following local lockdown restrictions lifting, recorded more than one million visits to its fitness and wellbeing centres. Nuffield Health recently conducted a member survey to understand how its members were feeling since returning to the gym, and of those 3,192 surveyed, more than 90 per cent of members reported having a good experience. Members reported feeling safe (89 per cent) and considered the cleanliness of the gyms to be of a high standard. 92 per cent of members also felt staff were taking all the new safety measures seriously and 91 per cent of members felt the cleanliness of sites were of a standard they expected from Nuffield Health. Finally, almost 90 per cent of members would recommend joining Nuffield Health to others based on their most recent experience. New research has added to the evidence that fitness facilities are not contributing to COVID cases. The latest study, undertaken by American member experience specialist MXM and IHRSA, from operators including Planet Fitness, Anytime Fitness, Life Time, and Orangetheory, analysed 49.4 million member check-ins across 2,873 gyms over three months. Data revealed only 0.0023 per cent had tested positive for Covid-19, with no causality assigned to gym attendance. Similarly, ukactive, found an estimated 0.020 positive cases per 10,000 gym visits. To maintain the health and wellbeing of staff and members, Nuffield Health has drawn on more than 60 years of clinical care experience to influence its Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk
Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia. co.uk Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk
Studio manager: Stewart Holt sth@scriptmedia. co.uk
www.workout-uk.co.uk
approach to reopening its fitness and wellbeing centres. Applying learnings from its hospital’s infection prevention team, Nuffield Health has reduced fitness class sizes and placing signs around the centres to help maintain social distancing. Classes are also shorter than usual to allow time to sanitise the space in between sessions. Swimming pools are available for lane swimming only, with fewer people able to use the pool at any one time, and members are required to book their session before arriving. Martin Friend, chief operating officer at Nuffield Health, said: “We know that gyms and leisure centres have a critical role to play in the health of the nation, both physically and mentally, as we begin to recover from the Covid-19 pandemic. “We are pleased to see our members returning to our centres with such strong engagement, making the most of the facilities we have to offer. It’s important our members know we have implemented extensive safety measures to keep them safe in order for them to return.” “We appreciate the continued uncertainty the nation is facing. The health and safety of our members and employees is always our first priority, and we have implemented a number of changes to our sites, following guidance from ukactive, the UK Government, Public Health England and our infection prevention team.” To ensure cleanliness, Nuffield Health has been performing an enhanced twostage cleaning process, using detergent and disinfectant, to sanitise all gym equipment throughout the day and to clean the entire club overnight. All gym floor team members are additionally responsible for cleaning as and when they are available to do so. All centres provided multiple hand sanitising stations and hygiene wipe dispensers throughout the club.
ONE of the UK’s leading business coaches and mentors is offering an exclusive 90-day partnership package to help fitness professionals and personal trainers adapt to the ‘new normal’. Michael Cloonan – ‘The People’s Coach’ – is providing 24-hour access to his services for a limited number of health and fitness leaders actively looking to scale up. With a focus on recession-proofing and scaling up during periods of disruption and uncertainty, the 90-day results-drive programme is a bold deviation from the standard hourly or weekly business coaching schemes that have become the norm. Boasting round-the-clock access to a renowned entrepreneur with 20+ years of experience under his belt, the partnership package is designed to help fitness professionals build and develop new processes and procedures that streamline the customer experience and meet evolving expectations. “Having listened closely to fitness professionals over the past couples of months, I’ve noticed that there is one very common challenge that’s being experienced by many, and that’s the fact that while gyms and fitness centres have been given the green light to reopen, Covid-19 guidelines mean that many trainers can’t carry out business in quite the same way they used to,” said Michael. “My aim is to help fitness leaders develop new ways of working, switching into online and hybrid models, for example, by offering 90 days support and results-driven solutions.” While the fitness industry was initially devastated by Covid-19, it is one that is set to thrive as the economy begins to return to normal. According to a recent report by the BBC, nearly half of all Brits have gained weight during lockdown, with an increasing number of people now seeking support as they strive to drop the extra pounds.
Michael Cloonan However, with a need to operate in a Covid-secure manner, many personal trainers are finding it difficult to scale up to meet demand while remaining compliant with legislation in the UK. Michael’s one-of-a-kind 90-day programme kicks off with a three-hour strategy session to generate an overall goal and plan of action. Sessions evolve to consider personal branding. audience, price points, and future aims, with each coaching opportunity tailored to the individual’s requirements. Ultimately, through the scheme, Michael hopes to provide fitness professionals with the skills and tools needed to develop a winning mindset during periods of uncertainty, and ensure that the health and fitness industry emerges strong and able to withstand demands of the new normal.
PowerPlate – dare to be different FITNESS consumers have new needs. They are increasingly concerned about safety, physical distance, hygiene standards and managing anxiety, as well as maintaining their usual health and wellness practices. How health clubs lead in their response to this change is key to ensuring the confidence of their communities – both customers and coworkers – so that they can continue to make a positive contribution. As a trusted partner, Power Plate supports this change so that health clubs can open with certainty and create new conversations with members and local communities. For more than two decades, Power Plate has defined the vibration technology category, yet as fitness continues to evolve, Power Plate
seamlessly delivers incredible versatility in one product to achieve health and wellness goals for a wide variety of populations and settings. The vibration technology behind Power Plate helps users achieve more results in less time while providing health benefits that help them feel better by stimulating natural reflexes, increasing muscle activation and improving circulation. Now, as part of a limited time Trade in Trade up initiative, health clubs can upgrade older models to a new premium version and drive value by adding a vibration training area for members to prepare, perform and recover. With proven technology shown to accelerate workouts, it’s the smarter, shorter, safer solution.
These new sleek Matte Black commercial Power Plate models are the stand-out choice for a variety of different health and wellness environments, such as health clubs, hospitality, healthcare, corporate fitness, and performance facilities. Whatever the requirements, Power Plate has a solution that will increase engagement levels, promote PT sessions and provide members with a more personal fitness experience. As fitness continues to evolve, Power Plate works seamlessly with today’s clients and members to deliver incredible versatility to a wide variety of demographics. For more information call 0207 317 5000, email sales@powerplate.com or visit daretobe.powerplate.com/
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UK FITNESS SCENE
Operator launches online member platform GYM operator Anytime Fitness has unveiled AF Connect Online, a new platform exclusively for its members. AF Connect Online has been designed to bring together all aspects of its members’ health both in and out of the gym, hosting on-demand video workouts, exclusive health and wellbeing content and bespoke discounts from its partners. The free platform helps bring to life Anytime Fitness’ promise of ‘Coach, Care, Connect’, providing valuable resources for members even when they’re not able to get to one of its 170 gyms across the UK and Ireland. Launched recently, the platform has already seen more than 20,000 page views from Anytime Fitness members. Access to the platform adds to the numerous member benefits already enjoyed by Anytime Fitness members, including the Anytime Workouts app, high-spec premium equipment and worldwide access to all 4,500+ Anytime Fitness gyms. “AF Connect Online is another significant step forward for the offering we provide our members,” said Neil Randall, CEO of Anytime Fitness UK. “We want to positively impact the lives of people even when they’re not within the four walls of one of our gyms and this platform means we’re able to continue to support them anytime, anywhere.” Earlier this year, Anytime Fitness launched its ‘Hand of Wellbeing’, a concept which explores all the aspects it believes makes up your overall health; exercise, sleep, nutrition, mental wellbeing and work / life balance. Content on AF Connect Online will cover all these key areas and support its members in leading healthier lifestyles. “The COVID-19 pandemic has accelerated the rise of virtual fitness and it’s great that we can offer our members further workouts and content to fit around their lifestyles,” added Neil.
“Looking after your health is more important than ever and we hope our members enjoy the wealth of content across the Hand of Wellbeing from our experts and partners. “Regular content will continue to be added and we’re looking forward to growing and adding to this exciting new offering for our members.” The on-demand video workouts are delivered by
a range of expert instructors, with Anytime Fitness members able to try classes including yoga, one-equipment workouts such as dumbbells and resistance bands as well as barre ballet and boxing to name just a few. As well as the range of content available, members can enjoy shopping discounts from Anytime Fitness’ key partners.
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UK FITNESS SCENE
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Advertiser’s announcement
MATRIX PRIORITISE STAFF AND CUSTOMERS’ WELLFARE IN FACE OF COVID CHALLENGES
By Chris Brown
AS A division of Johnson Health Tech, a worldwide fitness, wellness and health leader built upon family values, it has been paramount from the very start of Covid-19 for us to put the health and safety of our team, clients and their families as a top priority and we have continued to take all the extra measures we can throughout such turbulent times to protect this. As it stands, a large proportion of our team are still working from home so that we can fully abide by social distancing restrictions. For those that need to be office-based, we have organised a shift system to ensure we keep numbers at a safe level. We will also be relocating our Head Office as another way to help drive costs down while pushing efficiencies within the business. Our warehouses have been made Covid-19 safe and all of our service Chris Brown
team have been provided with relevant PPE including face visors and been instructed to follow the WHO procedures in advanced hygiene to ensure that their person, vans and equipment are clean, from site to site. We have placed a real focus on our support and service efforts throughout this time, assisting with equipment layouts, moving and holding of stock in our warehouses where required. All the team have expert experience in each of their given sectors; whether that be a key account, a sector specialist or customer experience manager, and it’s this level of service that allows us to work with all of our customers to really know and deliver exactly what they need. We’ve found that having this level of expertise amongst our team has been vital when advising or collaborating with our customers to help them find solutions to their challenges during such uncertain times. As with all industries, we have seen a dramatic change to business since the start of Covid-19 but as a global company, Johnson Health Tech is stable and has worked hard to adapt at every stage of uncertainty that this pandemic has brought to our sector. Despite a decline in commercial sales, on a positive note, in response to lockdown and home fitness becoming such a vital cog in many people’s daily routine, our H1 results showed that our home equipment sales grew by 56 per cent while sales of our wellness products saw a dramatic growth of 455 per cent. It is inevitable that we will need to restructure our business in light of
the impact from Covid-19, but we are still projecting significant growth as a company and our aim is to maintain our position as the fastest growing fitness brand in the world. Physical activity was at record levels before the pandemic, and during lockdown we saw positive new activity habits forming as even the more sedentary took to exercise at home in order to keep fit and active. We have also seen an influx of research into the benefits that physical activity and fitness levels can have on immunity and long-term health. Now, more than ever before, there is
a focus on fitness and health, there is an appetite for leisure facilities to open, but also for these facilities to offer outdoor and digital, at-home options so that people can access their fitness journey anywhere, anytime. It is undoubtedly a very challenging time, and as an industry we will still be feeling the impacts of Covid-19 on business for some time to come. But, it is also a time to encourage change, to adapt the way we operate and to really listen to the needs of our customers. n Chris Brown is the UK sales director for Matrix.
30 YEARS STRONG! Times have never been so testing for the fitness industry, but we will pull through this together! At Creative Fitness Marketing we have 30 years experience helping health clubs to get new members. More than ever people know they need to take steps to improve their health and fitness, so this is the perfect time to hit your market hard and benefit from the fast & long lasting results that a CFM marketing campaign creates. Our marketing solution will increase the membership base, monthly cash flow & profitability of your health club, all whilst following socially distanced guidelines to keep everyone safe.
To find out how we can help your club, request a free information pack on our website uk.cfm.net, call us on 0115 777 3333 or scan the QR code with your camera app.
UK FITNESS SCENE
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Advertiser’s announcement
WATTBIKE SECURE £11.5M INVESTMENT AND SET SIGHTS ON GLOBAL GROWTH
HAVING secured £11.5m investment from Piper, the leading specialist investor in consumer branded business, Wattbike has set its sights on further global expansion and product innovation. Dan Stern, Piper’s investment director, who led the deal, said: “We are very excited to be backing the Wattbike team for the next stage of growth. “Indoor fitness training alongside the rise in consumers cycling and participating in triathlons make this a very attractive market sector and Wattbike is in a league of its own when it comes to high-performance indoor bikes.” Although initially to be found in the UK’s leading gym chains, boutique studios and independent operators, Wattbike’s direct to consumer offering has seen rapid growth over the last few years, with the business forecasting total sales in excess of £21m in 2020. The company has experienced particularly strong growth in recent months with sales orders rising 192 per cent YoY in April. Richard Baker, CEO of Wattbike, added: “We are very excited to have the backing of Piper who are such experienced and focused investors with a clear understanding of the opportunities we have for Wattbike to help more and more consumers improve their performance and health. “We continue to innovate our products, advance our technology and with this investment, have our sights firmly set on realising our global ambitions for the Wattbike brand.” With the ambition to become the world’s most popular indoor smart bike, Wattbike has invested significantly in developing its range of products and
recently launched three new smart bikes – the Wattbike Nucleus and Wattbike AtomX for the B2B market and the Atom Next Generation, the latest Wattbike model for the consumer market. The AtomX is the pinnacle of indoor cycling excellence and builds on the huge success of Wattbike’s award winning consumer product, the Wattbike Atom. The Wattbike’s Atom series is the pinnacle of indoor cycling excellence. With patented technology, the AtomX gives riders a fully connected, immersive experience enabling seamless third-party connectivity. Also incorporating in-built, interactive
workouts, tests, training plans and climb mode, all accessible from the touchscreen performance monitor, the AtomX smart technology automatically changes resistance to follow structured workouts, simulate gradient changes and mimic real climbs from around the world with resistance tailored to each individual rider. The Wattbike Nucleus is the progression of the iconic Wattbike Pro/ Trainer, but with the latest innovations in technology including the all new Performance Touchscreen which delivers the most advanced feedback for a fully connected experience. Alongside these launches, Wattbike
has continued to develop its supporting technology. The Wattbike Hub app enables riders to collect detailed data for training and performance improvement, while the bike is software agnostic allowing riders to race and train with friends in a virtual world by connecting to other providers such as Peloton or Zwift. Richard said: “Our latest products offer the market the complete indoor cycling solution. “We have indoor bikes that cover both home and commercial fitness sectors, and user groups from general health and fitness to elite sport. “With this we offer our customers a virtuous cycle from their home, health club, hotel or work, providing a product offering suited to a function and area of the gym floor or the home; a portfolio of bikes suited for every Wattbiker. “We have a history of innovation and our mission is to continue leading the market with our advancements and technology. “With an obsession for performance, we plan to continue to evolve our offering, disrupt the industry and enhance innovations.” Ensuring its continued support of the global health and fitness industries during such unprecedented times, Wattbike has also launched its new digital education platform. This is designed to offer health clubs, independent studios and individual trainers the ability to immerse themselves in Wattbike education remotely from anywhere in the world, covering everything from bike setup, fitness testing and small group training. To find out more about Wattbike products and education, visit www.wattbike.com
UK FITNESS SCENE
10 Kirsty Rowlinson-Groves, the GM Active programme manager for Prehab4Cancer, with participant David Fowles.
PROGRAMME PREPARES PATIENTS FOR SURGERY AND HELPS THEIR RECOVERY
A UNIQUE exercise, nutrition and wellbeing programme delivered in community leisure centres to help thousands of cancer patients prepare for and recover from major surgery shows how innovative co-working between the leisure and healthcare sectors in Greater Manchester is creating better patient outcomes and NHS savings. Around 16,000 people in Greater Manchester are diagnosed with cancer every year. People there have a greater chance of getting cancer than the national average and are typically less prepared and resilient, physically, and mentally, for cancer treatment than patients in other regions. Prehab4Cancer is a co-designed transformation programme between GM Active and GM Cancer which supports more than 1,000 cancer patients every year living in Greater Manchester through freely accessible physical activity, nutritional support, and wellbeing interventions. The aim is to help patients (and their loved ones) to cope with cancer treatment and feel better, physically, and mentally. Prehab4Cancer is designed to help people take an active role in their cancer care and live as well as possible with and beyond cancer. In Greater Manchester, many organisations and individuals have adopted the phrase ‘we do things differently here’ as a badge of identity and honour. The phrase reflects the region’s culture of innovation, independent thinking, and collaboration. The Prehab4Cancer programme reflects this culture too. It is the UK’s first regional system of large-scale, physical activity-supported prehab and recovery as a standard of care for cancer patients. GM Active is the delivery agent for the programme. As a collective of 12 Greater Manchester leisure and community organisations, it aims to get more people physically active and to improve the health and wellbeing of local communities.
GM Active member-organisations manage the bulk of the publicly owned leisure and physical activity assets and services on behalf of the 10 local authorities in Greater Manchester for the good of the whole population. Members are Active Tameside, Bolton Arena, Bolton Community Leisure, Bury Leisure, Inspiring Healthy Lifestyles in Wigan, Life Leisure in Stockport, Link4Life in Rochdale, Manchester Active, Oldham Community Leisure, Salford Community Leisure, Trafford Leisure and Wythenshawe Forum Trust. Pete Burt, chair of GM Active, said “Prehab4Cancer is a trailblazing programme which the healthcare and leisure sectors in Greater Manchester have collaborated to co-design and co-deliver. “Our gym and leisure facilities are on the frontline of the prevention agenda, contributing hugely to both wellbeing and productivity across Greater Manchester and reducing the burden on the NHS. “This programme is helping patients take control of their diagnosis, giving them the opportunity to improve their health and wellbeing before their official treatment has even started.” Prehab4Cancer’s prehabilitation and rehabilitation services for people diagnosed with cancer have been developed for several reasons: n A high proportion of people with cancer in Greater Manchester are commonly less active and often have several co-morbidities in comparison to many other regions. n They were often entering cancer treatment with low fitness, low preparedness (psychologically and practically), poor nutrition and other physical and psychological needs which caused complications. n The importance of preparation ‘prehabilitation’ and active recovery in cancer treatment is increasingly recognised by patients and healthcare providers globally.
To deliver the system change required for Prehab4Cancer, many organisations have been involved in the co-design and co-delivery of the programme alongside GM Active and GM Cancer. These include local healthcare providers, the GM Cancer User Involvement team, Health Innovation Manchester and the Manchester Allied Health Sciences. During the Prehab4Cancer programme, patients are supported before and after cancer treatments (including surgery, chemotherapy, and radiotherapy) and where applicable during treatment to have increased physical activity and fitness. Research suggests patients who undergo prehab should have improved clinical outcomes, including improved survival rates, greater tolerance to radical treatments and reduced post-operative complications. This should lead to reduced time spent in hospital or the need for hospital readmission. This a test project utilising the latest, emerging prehabilitation evidence to focus on patients treated within the colorectal, head and neck, lung, and oesophago-gastric cancer pathways. A highly skilled team of Level 4 GM Active instructors stratify each referred patient into a moderate or low risk group and provide activity sessions for them. Much of the intervention’s participants will engage in will be provided locally to where they live in GM Active facilities and will be personalised to their level of ability and their personal choices. During prehab, patients undertake moderate to high-intensity cardiovascular exercise and strengthbased training three times a week for up to 12 weeks. This prepares each patient physically and mentally for the stress of major surgery. After surgery during the rehab phase, they take part in 12 weeks of physical activity based on their interests including free access to GM Active facilities along with home and community-based
activities. This has a greater focus on a graded return to exercise and long-term change of behaviour. Prehab4Cancer was launched in April 2019. Outcome measure results show participants are getting fitter and stronger during prehab before surgery and maintaining their weight and BMI. Anecdotal feedback from healthcare professionals highlights the quick recovery that patients make after surgery, particularly in how quickly they recover their mobility which reduces their time spent in hospital. Feedback from patients is very positive too. One participant, David Fowles, said: “If someone had previously told me that I would be going to the gym, I’d have laughed at them. My consultant asked if I would like to give it a go, explaining the idea that if you’re fit before surgery, it will get you out of hospital quicker, so I said yes. “I went to meet my instructor [at the gym] and I was struck by her enthusiasm straight away. I had an assessment and she coached me through the exercise programme. Within a few weeks I was doing one-hour sessions and my instructor was pleased with my blood pressure and heart rate. “The cancer surgery was quite daunting and took over 10 hours. I was told I would be in hospital for two, three or four weeks. Well, I was out within nine days. I could not believe it. “All this is down to the Prehab4Cancer programme and the instructors’ supporting our activity – it has been marvellous. I am so grateful that I took part in this programme. I’m keen to keep going [to the gym] once or, if I can, twice a week.” The exemplar Prehab4Cancer programme shows just what can be achieved by structured and imaginative co-design and collaborative working between the clinical healthcare and physical activity providers across Greater Manchester.
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A brilliant return to the gym after months away By Katie Walters A FAR distant memory; my last training session pre-Covid. Lifting a weight seemed like a lifetime ago! Needless to say, I was absolutely thrilled to be invited to a workout class with 2018 National Fitness Award winners Believe & Achieve Ladies Gym, based in Sheffield. A positive, motivating session was urgently required, to get back into the rhythm of gym life, and owner and instructor Claire, certainly delivered. Like all fellow fitness enthusiasts, I tried my best to maintain a healthy active lifestyle, during lockdown, exercising regularly. Running around the local village on a Summer evening and taking yoga breaks in the garden, became my favourite methods of training while staying safe at home. Although training alone allowed time to
reflect on my health and wellbeing, I sorely missed my group workout sessions at the gym. Having relinquished the gym for five months, I had my reservations once gyms opened up again. Feeling quite apprehensive and anxious about the safety guidelines and how these would be adhered to by customers, there were many unanswered questions. How do I sanitise my equipment? How do you manage the one-way system? How do I maintain a safe distance with other members in the area? The list of queries is endless. But above all, I was really happy to be taking part in a long-awaited workout and after meeting Claire, all my worries disappeared. Upon my visit to Believe & Achieve, I immediately felt at ease, with a warm welcome from Claire, I knew this was going
to be a great workout! The precautionary measures were very thorough and easy to follow throughout the whole session. Before entering the building, Claire took my temperature, to ensure I was able to participate in the lesson. I was then asked to clean my hands with sanitiser provided before entering the studio. There are several sanitising stations available. Claire then directed me to my designated area. As it stands, to adhere with safety guidelines, only four people are allowed in the gym in one particular training session (three participants and one fitness instructor). The studio has been separated into three equal square areas for each individual to exercise in. Within each area, there is an array of weights, dumbbells, kettlebells, a bench and an exercise mat. This strategy works really well, as it prevents sharing of equipment with others and you are aware of all the apparatus needed for a specific workout. At the back of every designated area, there is a cleaning station consisting of antibacterial wipes, spray and hand sanitiser. Gyms are unable to use air conditioning, thus preventing the spread of germs. As an alternative, all windows were kept open to keep the air cool and the gym ventilated. I was joined by two other members and after a run through of the workout contents with Claire, it was time to start the session. The workout was heavily based around strength training, with a combination of different weight training exercises, followed by a cardio section towards the end of the workout, resulting in a full body workout experience! And it certainly was! The routine was split into four rounds and consisted of five main movements, these would be recorded and practised in every round. Claire instructed from the front of the class, starting with a five-minute warm-up, which stretched all vital muscles. A quick jogging section followed, preparing the body for the next steps. We began the first round of the routine with lunges while holding dumbbells in both hands at the side of our bodies. Stretching low to the floor with our backs nice and straight, we continued this for a short period. Claire played timed music, acting as a countdown to each different movement. In conjunction, Claire instructed each member on how to improve their posture and correcting minor mistakes for each move. It was extremely motivating to receive her feedback, spurring us on to the next exercise. At the end of each position, we counted how many complete exercises we had achieved in the time frame, Claire recorded these. The aim was to improve these results each round. A small break was taken before the next exercise, allowing body recovery. The second exercise in the sequence was the ‘ski jumper’. We stood with our arms
out in front of us holding weights and slowly squatting towards the floor whilst simultaneously bringing our arms lower towards our hips, repeating until the music stopped for that movement. Our results were recorded and we rested. Moving on, our third exercise began with a hip width stance and flexed legs whilst holding a kettlebell. Lifting this very slowly up towards our chin and back down, results were then recorded again and a short break was taken. Number four stage in our sequence was challenging, targeting the biceps and trapezius especially. We were required to stand and slightly bend our upper body, using both weights in our hands and then pulling these up towards our chest, then back down and out creating a ‘wing’ effect. At first this seemed like an easy movement, but after a time you could really felt the strain and energy emanating from the arms. With the fourth position complete and results recorded, it was time for the fifth element of the round. Using the exercise mat, we sat facing Claire with our legs out in front and slightly bent. Gripping a dumbbell with both hands, we directed our upper body to twist to either side of our thighs. Finally, results were recorded and a longer drink break was taken. In total, we participated in four rounds of these exercises. Each round became more strenuous, however results improved each time, revealing how the body can adapt in a short space of time. After all four rounds were complete, Claire took us through a small cardio section which included 20 cardio exercises. From sprint on the spot to jumping jacks and everything else in between! It felt good to loosen the body and give your muscles a well-earned rest. Claire finished the session with a cool down, laying on our exercise mats and focusing on technical breathing and reflecting on the hard work we had completed. It felt wonderful to experience this class with other members; team morale was high and we supported each other throughout. Communication with others was much appreciated, after spending a great deal of exercising alone. Claire was a fantastic instructor, really informative, clear and precise, making you feel at ease in the studio. Her experience and knowledge shines through when instructing and her positive approach to fitness and wellbeing really uplifts everyone’s spirits. Before leaving, using the antibacterial facilities provided we wiped our equipment down, disposed of the waste and sanitised our hands before leaving the studio. Despite the aching muscles, I am very happy to have experienced such a brilliant return to the gym and I would highly recommend this class. Claire has adapted and transformed the studio to adhere to current government guidelines. Her work ethic is exemplary. In addition, you stay safe in a clean, controlled environment.
In partnership with
FRIDAY 26TH NOVEMBER 2021,
THE ATHENA,LEICESTER
We are so sad to announce that we have taken the difficult decision to cancel this year’s National Fitness Awards. All nominations for this year’s awards will be carried over to next year – and nominees will have the opportunity to update their nominations should they wish to ahead of the closing date. Nominations will remain open throughout the year closing on August 31 2021. Thank you for all your nominations and support and we look forward to celebrating your achievements in 2021. Thanks too to our sponsors for your continued loyalty and support.
WWW.NATIONALFITNESSAWARDS.CO.UK
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UK FITNESS SCENE
15
New classes available on FitnessOnDemand
ONE of the UK’s most successful ballet-inspired fitness workouts is back in the spotlight this month on FitnessOnDemand, with all new classes for every experience level. Classes are immediately available for FOD club operator customers and their members whether accessing in-studio or streaming at home via FLEX by FitnessOnDemand. An FOD partner for the past five years, Sleek Technique is the brainchild of former professional ballet dancers and lifelong friends Flik Swan and Victoria Marr. It was the first ballet fitness company in Europe and ahead of the international wave that became barre and similar workouts. New Sleek Technique classes just released on FitnessOnDemand include a series of curated 45-60 and 2025 minute sessions plus Sleek Bites, 12-minute mini sessions that focus on technique and form. These can be stacked easily to create more personalized and flexible workouts depending on member needs and preferences. “We designed these classes to teach technique and form, but also to really give women a sensational, authentic balletinspired workout that we know is amazing for both body and mind,” said Flik Swan, co-founder, Sleek Technique.
“Essentially we’ve taken everything we learned from our years of classical training in studios and high energy performances on stage to create classes that are accessible for every experience level and age, easy to begin and ultimately to really stay engaged with.” Every Sleek Technique class or session includes a calorieburning, physique-shaping workout that takes the best parts of ballet and creates an experience that helps “Sleekers” develop balance, posture, core strength and achieve a fulfilling workout, while developing strong, lean, dancer-like muscles, without any bulk. Classes are designed in a variety of formats and lengths in order to fit into the busy, often time-crunched lives of busy women. “Sleek Technique classes and content have proved enormously popular since we first added them to the FitnessOnDemand platform five years ago,” added Andrew Evenson, senior director, operations and brand strategy, FitnessOnDemand. “And we’re thrilled to see a whole new collection of workouts, Sleek Bites and classes that can really broaden the experience for club and gym members across the country, wherever they chose to workout at the club or in their own homes.”
Sleek Technique co-founders Victoria Marr and Flik Swan.
The new Excite line provides all users with an engaging and tailored exercise experience thanks to the Technogym Live platform. • Training variety: training is more fun and inspiring for any age or fitness level with tailored on-demand workouts, and countless entertainment options • Mobile connectivity: personalise your experience by connecting your personal device; charge your phone wirelessly • Space-savvy (-30% footprint / +13% running space) • Energy-savvy: the new excite line represents the next generation of sustainable equipment Discover more on technogym.com/excite-live
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UK FITNESS SCENE
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Advertiser’s announcement
Ruskin Fitness Club transforms its gym facilities in partnership with Technogym RUSKIN Fitness Club in St Helen’s has ambitious new plans for transformation after working on new gym plans during lockdown. An impressive refurbishment has transformed this popular fitness club into an enviable facility of 4,300 sq. ft. full of the latest equipment from Technogym. Stephen Palfrey, operations director at Ruskin Fitness Club, spoke to us ahead of the club’s reopening this Autumn. “We took the opportunity to advance our refurbishment plans while we were forced to close during lockdown,” he said. “A refurbishment of this scale was a bold move given the uncertainty around when the industry would reopen, but we felt our plans had to be ambitious to give members the all-encompassing modern health and fitness facility they deserve.”
Designing a unique fitness offering with innovative technology
Ruskin Fitness Club has always placed the wellbeing of members at its core. The large-scale remodelling brings something unique to the area, so members can benefit from a new and holistic fitness offer. The new Ruskin Fitness Club will welcome members back to 4,300 sq. ft of gym floor, which has been zoned into separate spaces and kitted out with the latest equipment from Technogym.
outdoors in exotic global locations thanks to advanced technology. Ruskin Fitness Centre’s choice of Excite Live cardio equipment, functional exercise kit, resistance training equipment and plate loaded machines from Technogym shows how serious they are about creating the ultimate customer experience.
Technogym teamwork ensures no delays during lockdown
Zoned gym floor with the latest equipment
The refurbishment involved a total redesign and luxury refit of the interior space. Alongside a new reception area and healthy-eating café, the gym has been zoned into dedicated areas for functional fitness, strength and conditioning, and stretching, making the gym floor a more enjoyable space to use. The changing rooms have been expanded, two studio spaces transformed and a tranquil spa area has been developed.
Excite Live – creating a totally personalised customer experience
The new Ruskin Fitness Club chose to partner with Technogym, becoming one of
the first clubs in the country to feature the new Excite Live range of innovative cardio equipment. “We really wanted the renovated club to be the best in the area, offering something unique to our members,” said Stephen. “Not only have we upgraded to include the latest Technogym strength and functional equipment, but we are proud to have invested in the Excite Live cardio kit which will add a new dimension to our members’ training. I can’t wait to see what they think – this equipment is fantastic.” Excite Live allows users to personalise their training, tap into a huge range of content, access virtual coaching, and even have the virtual experience of training
Such a large-scale refurbishment takes time, but Stephen was pleasantly surprised to discover that lockdown didn’t create any unwanted delays. “I did wonder if our plans could be achieved in time during lockdown, but Technogym reassured me from the start that they would work to our deadlines,” he added. “Of course, onsite meetings had to become remote ones, but this meant decisions could be made quickly. “Technogym team were true to their word, and everything has run to time. We are very grateful to Technogym for their support and expertise.” Ruskin Fitness Club is currently adding the finishing touches to the refurbishment, and the doors will soon open on this premium facility, ready to be experienced and enjoyed by the community. To find out more about Technogym’s Excite Live range of equipment visit https://www.technogym.com/ excite-live
01844 348 300
The ‘All In One’ ClubWise Club Management Solution Provides You With The Freedom To Focus On What Matters Most, Your Members One Simple, Unified Solution Empowering You With The Tools To Succeed Member Engagement
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What’s New in October ClubWise has enhanced its fully integrated solution to ensure its customers can succeed in a transformed market environment, with a focus on ‘low touch’ digital experiences. Here are the latest updates:
Increase revenue with the FitSense ‘Pay As You Go’ Guest Feature
Booking Enhancement: ‘Restrict Visits by Booking Only’ Helping you Comply with Social Distancing Guidelines
This new FitSense Guest feature makes it
easy to invite non-members to book and pay for classes on a 'pay as you go' basis.
This new optional feature allows members to book their club visit in advance through the FitSense Member App.
FitSense Gives Members An Easy Way To Clear Arrears
Drive Member Acquisition with FitSense In-App Joining
FitSense now provides members with a no fuss solution to making arrears payments. Members are alerted to arrears by mobile notification, which they simply tap to go
FitSense In App Joining provides your
prospects with a seamless ‘low touch’ onboarding journey from signing up
through to the secure payment portal,
straight into your club’s community.
where they can bring their membership payments up to date.
Find out how ClubWise can free you up to focus on your members. Book a no obligation demonstration today!
sales@clubwise.com
01844 348 300
www.clubwise.com
UK FITNESS SCENE
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Go digital to keep connected with your members By Dave Wright
The evolution of the 21st Century personal trainer THE fitness industry was quick to embrace technology to stay connected with their members and keep clients engaged with remote workouts and virtual classes during lockdown. But now that gyms and leisure centres have started to reopen and face-to-face training has resumed, what role should technology now play? Christina Hamilton, CCO – UK and Europe, TSG, examines how personal trainers are using online training apps to interact with their clients, keeping them motivated to achieve their fitness goals – and freeing them up to spend more time tailoring workout plans and attracting new clients. Technology: a helping hand During the pandemic, gyms and personal trainers quickly rose to the challenge by giving interactive technology a permanent place within their clients’ fitness routines, recognising its potential for complementing offline training with digital sessions and fostering new virtual communities. Gone are the days where trainers need rely on disparate files, spreadsheets, and email to record client metrics, measure workout performance, communicate with their clients – or spend hours chasing payments. Now, with a concierge for their business in their pocket, personal training apps like TrueCoach and PTminder are helping trainers create
richer connections with their clients, wherever they may be, by leveraging video, messaging, and real-time data insights on exercise activity. With this technology, clients can continue progressing towards fitness goals, via access to video demos of exercises, real-time messages from their trainer, guidance on technique and even nutritional information. For trainers, this means better access to post-training data to help inform upcoming programmes, and the ability to spot workout boredom and adjust their training approach more quickly. Furthermore, this interactive technology not only means that trainers can expand their client base and grow their business, by spending far less time on admin, but it also enables them to deliver a much more personalised and professional coaching experience to their clients. Times are changing: who would have predicted that spin classes or personal training sessions would take place over FaceTime and Zoom, or that clients could view a video demo of a specific exercise rather than having to rely on step by step instructions from their trainer? Interactive technology is here for the taking, and those trainers using online training apps to their full potential will be the winners in the fitness industry of the future. Visit www.debitfinance.co.uk/solutions/
GYM owners across the UK breathed a sigh of relief when they were finally given the green light to reopen. But, as the government’s new Rule of Six and the latest restrictions in the North East and in many other regions show, the future is far from certain. Although the virus is still much lower than at its peak, the number of infections is increasing and with winter approaching, it’s safe to assume that we will see more regional lockdowns. Despite the uncertainty, there are measures operators can put in place to protect their businesses and ensure they stay relevant and connected to their members. And the simple way to do that is to go digital. Now, I know a lot of operators will be grimacing at the thought of offering remote fitness to their customers, but believe me it is not difficult and frankly, you just need to get on board. Even if your club is fortunate enough to avoid future lockdowns, the social distancing requirements currently in place means you can’t cater for the number of members you did previously in your group workouts. And that means you are disappointing your members. And we all know where that can lead. With an online fitness offer, you can still meet the needs of members in club, but also cater for those who couldn’t book into the class, who are shielding family members or who just don’t feel confident in returning to the club environment. We’ve had numerous clients tell us how our first virtual live group workout, MZ-Remote, has saved their clubs during lockdown by allowing them to stay connected with members and enable them to exercise together, while receiving real-time biometric feedback and personalised coaching from their usual trainers. They’ve also been able to reach entirely new audiences.
Dave Wright Covid-19 will be in our lives for the foreseeable future, so we have to adapt and that means offering a digital fitness solution to complement your bricks and mortar business. The government is encouraging the nation to get fit and lose weight to give themselves the best chance of fighting Covid-19. We are best placed to help the public do that, but we need to make sure we deliver our services where people want to consume them. For some, that will always be the club, but for many others that will be at home where they feel safest. The hybrid club, which combines a digital with traditional in-club offering, has the best chance of succeeding in these challenging times. n Dave Wright is the creator and CEO of MYZONE®, CEO and owner of CFM (Creative Fitness Marketing) and owner of the Feelgood Fitness & Voyage Fitness Club Chains. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with over 5,000 health clubs across 30 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@ myzone.org
On the front line in lockdown with ServiceSport WHILE many operators were forced to temporarily close their fitness facilities this year, and many other service providers lay dormant or enjoyed the lockdown heatwave, ServiceSport continued to keep gyms healthy across the world. We’ve supported operators across the UK, travelled to countries such as Cyprus and Estonia and even serviced gym equipment on warships and submarines for the Ministry of Defence. During the past five months, ServiceSport has carried out more than 350 services on more than 75,000 pieces of gym equipment and reupholstered more than 5,000 pads. Speaking on behalf of the British Forces base in Cyprus, Major (MAA) Dougie Douglas RAPTC echoed the recent work carried out by ServiceSport. “Service Sport have continued to deliver a first class service and maintenance
contract for our operational bases in Cyprus over the past two years,” he added. “This has ensured British Military personnel remain operationally effectiveness, civil servants and dependants maintain health and wellness as well as the ability to deliver first class training on safe well maintained equipment. “Always willing to go the extra mile, the professional, dedicated team of engineers are always on hand to assist if required. No job is too big for the team at ServiceSport.” ServiceSport continue to carry out service and repair work to gym equipment across multiple sectors including refreshing existing gym equipment and electronic repairs. For further details about the services provided by ServiceSport call 01257 264 738 or visit www.servicesport.co.uk
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Panatta: a brand, a name, a history Advertiser’s announcement
PANATTA is the oldest company in the fitness sector specialising in the production of fitness equipment completely made in Italy. It was born from the passion and determination of Mr Rudy Panatta and finds its roots in the origins of physical culture. It turns into a key player during six decades of history in the bodybuilding and fitness sector, keeping the same company property over the time. The Panatta mission is to create attractive, functional, reliable, long-lasting and cost effectively priced fitness equipment for true physical workout.
Made in Italy, design, experience, together with perfect biomechanics, technology and high quality are part of the Panatta DNA. Panatta machines are designed, produced and tested in Italy. They come out as a result and expression of an Italian concept featured with innovation of products and their production cycle.
The product range is one of the most complete on the market considering sectors, age targets and training types: n 20 product lines / product categories – cardio, strength, functional and group training. n 338 items in the portfolio. Customers have the possibility to create their own dream gym, with more than 2,000 colour combinations available for the customisation of the equipment (frame/paddings). The full control of the product development and production for each single machine (whose stages completely take place inside the company) have determined the Panatta brand success worldwide. The company covers more than 20,000m2 with its factories located in the heart of the Marche region. Panatta is firmly established today on the international stage, is present in 85 countries and makes more than 70 per cent of its turnover abroad. The UK market is becoming a strategically important area for the expansion of the company. Those who decide to trust Panatta, choose unmatched history, tradition, biomechanics excellence and quality.
Headquarters n Office administration. n Production site with full control of the production process. n Commercial and marketing management. n Showroom of 1,500m2 and 220 machines to see and test. A real paradise for fitness lovers. n Product design and development guided by a team of professional designers and engineers. n Post sales assistance and spare parts shipping.
COME INTO PANATTA WORLD AND DISCOVER SOME OF THE MOST BEAUTIFUL FITNESS CLUBS WORLDWIDE THAT HAVE CHOSEN 100 PER CENT MADE IN ITALY www.panattasport.com Fb @panattasport IG @panattaofficial
UK FITNESS SCENE Advertiser’s announcement
Panatta Standing Multi Flight Panatta Standing Multi Flight is an amazing innovative machine which focuses on several body parts. Compared to the free weight versions of the same movements, Panatta Standing Multi Flight is more effective and safer. Since the resistance is continuous, you get the best and safest muscle activation. No cheating needed to finish the movement. You can keep your arms straight in a natural position while using this machine. Since the machine does not accelerate the weight, you can train explosiveness safely. Panatta Standing Multi Flight allows the user to perform side lateral raises for shoulders and pec/back flies with a multitude of angles. In addition, you will feel tension throughout the entire range of motion– which is better than dumbbells. Panatta Standing Multi Flight lets you exercise:
n Deltoid Muscles: Functionally we can break down and train this muscle into three separate parts or three discrete sets of muscle fibres (“heads”): n Anterior Part n Middle Part n Posterior Part
Pectoral Muscles: Functionally we can break down and train this muscle into three separate parts (“heads”) with different angles at the Standing Multi Flight: n Clavicolar Head n Sternocostal Head n Costal Head
Back Muscles: Back muscles may be trained together with pectoral muscles at a unique angle and with the best synergistic effect. To set you up you need to raise the levers beyond the horizontal line so that the starting position is with arms perpendicular to the floor. Lower your arms to finish the movement. This exercise helps conditioning in many sporting activities eg swimming, climbing, combat sports.
In the next issue of Workout we will give you every detail about this amazing piece of equipment.
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ClubWise enhances its fully integrated solution to ensure clubs can succeed 5. Increase revenue with the FitSense ‘Pay as you Go’ Guest Feature This new FitSense Guest feature makes it easy to invite non-members to book and pay for classes on a ‘pay as you go’ basis through the app, opening your doors to a whole new audience, leading to an increase in revenue all year round. The best bit? Non-members can be up and running in six simple steps. If they then wish to become a fullyfledged member, they can purchase a membership via the above FitSense In App Joining feature.
OUR latest features are designed to drive member acquisition and increase revenue, as well as encourage members back into the club with confidence. Here are the latest updates. 1. Booking Enhancement: ‘Restrict Visits by Booking Only’, helping you comply with social distancing guidelines Members can book their club visit in advance through the FitSense Member App. Clubs can set start times, duration and capacity of slots and unless a member has a booking of some form, they will not be allowed entry to the club. When the member books their slot through FitSense, they will receive a mobile notification just before their booking starts.
2. Members can plan their visit in confidence with club capacity insight at their fingertips. To help members make an informed decision as to when they visit the club, we added a Plan Visit feature to FitSense. This new feature shows members how busy the club is in both real time and over the last 7 days, at the click of a button. 3. Win back lost members: We’ve made it easy for members to reactivate their membership in FitSense The FitSense Member App now provides the ability for members to reinstate their Direct Debit through the app.
This feature provides a simple, low friction solution for members that cancelled their direct debit during the club’s closure, to re-instate it and become active members once again simply and quickly. 4. Drive member acquisition with FitSense In-App Joining FitSense In App Joining provides your
prospects with a seamless journey from signing up to your club straight into your club’s community, where they can instantly immerse themselves in everything your club has to offer. This can include everything from booking classes, scheduling visits, earning points for rewards and familiarising themselves with your club’s culture.
Boost your membership I DON’T have a magic wand to instantly rebuild your club post lockdown, but I can tell you this. In this article you will learn some tried-and-tested ways to get back on track financially, ASAP.
Get your logo or slogan branded on a facemask THE demand for Personal Protective Equipment continues to rise as more and more operators open their doors to communities across the UK once again. Instyle Clothing, based in Chorley, Lancashire has been busy supplying a range of PPE equipment to the fitness, health and beauty, and hospitality industries including: n Branded facemasks. n Disposable gloves. n Aprons. n Hygiene wipes. n Plastic screens. n Face shields. n Hand sanitisers. As the R rate increases in certain
counties across the country, we must all play our part in maintaining a SAFE and CLEAN environment at all times to reduce the risk of infection amongst employees and customers. Face masks remain the number one selling range of PPE given their mandatory status in a public setting. Instyle Clothing is able to provide a variety of reusable face masks that keep saliva droplets and any discharge completely contained, protecting those in proximity. They can even be branded with a company logo or slogan. For further details visit www.instyleclothing.co.uk or call 01257 264 738.
6. Say Goodbye to Awkward ‘Arrears’ Conversations with the FitSense In App Arrears Payment Feature Members can now pay any membership arrears directly in the app, providing a no fuss solution to making arrears payments. Members are alerted to arrears via a mobile notification. They simply tap on the notification which takes them through to the secure payment portal, where they can bring their membership payments up to date. Like the sound of these new features? Find out more by booking a no obligation demo today by calling 01844 348300 or emailing sales@clubwise.com. Alternatively, you can visit our website www.clubwise.com and request a demonstration online.
Leverage social media influencers Influencer marketing is becoming increasingly powerful. And not just for the big brands. Many local businesses are partnering with local ‘nano-influencers’ with relatively small followings (think 1,000+) to grow their business. For independent gyms, the key is to think local. Local entrepreneurs, athletes, doctors, cafes, or anyone with good engagement on their social pages. But be careful these people are a good fit for the brand you’ve worked so hard to build. There are various ways you can work with an influencer. An exchange deal, paid promotion, or a collaboration where you create content together with your influencer. EDM to your database. Electronic Direct Mail (an email marketing tool) is a cost-effective way to get more members. What is the formula for success? 1. Grab attention by using moving images (think punchy GIF). 2. Tailor your message to each audience eg one for expired members, motivating them to come back, one for new members offering discounts for
their friends, and one to retain existing members, thanking them, and offering them rewards. 3. Persuasive call-to-action – succinctly communicate what action you want your audience to take, and how to take it. “Join Today” “Learn More” “Book Appointment” are all effective CTA’s. 4. Don’t be afraid of resends – resending your email to those who didn’t open it the first time gives them a second kick, doesn’t affect your database and significantly increases your open rates.
Outsource your marketing There are various options including hiring a freelancer or paying a digital agency to generate leads for you. There are also companies who work on a commission only basis and upfront the marketing costs on your behalf. They simply take a share of the income generated from the member drive campaigns themselves – this no-risk model appeals to many club owners. Dean Godfrey, operations director at Creative Fitness Marketing, said: “There’s been a big increase in demand for our services post-lockdown with many clubs having lost a lot of members over the past six months. “So far results have been fantastic, with our September campaigns kicking off very well.” Visit uk.cfm.net or call 0115 777 3333.
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Online Courses in Fitness Equipment Maintenance Learn How To Do Your Own Servicing and Repairs At Northwick, we firmly believe that having your own onsite, trained maintenance technician provides you with a number of important benefits:-
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Our training courses are delivered online and in-person and cover all aspects of maintenance including daily checks, adjustments, problem diagnosis, repairs and routine maintenance. Our courses are designed, written, accredited and facilitated by Jon Isaacs, Chartered Engineer, BEng (Hons), MIET who is an internationally recognised, independent, technical authority on the repair and maintenance of gym equipment. The content of our courses are used to train (and refresh) our own team of in house professional Engineers and Technicians who regularly work in gyms the length and breadth of the UK servicing and repairing a wide variety of fitness equipment from multiple manufacturers.
2020/21 Courses October 2020 – Daily checks and adjustments for non-technical staff (online course) October 2020 – Foundation level gym repairs for technicians November 2020 – How to service and maintain your gym equipment for non-technical staff (online course) November 2020 – Advanced level gym maintenance for technicians December 2020 – Electrical safety & PAT testing in the gym for beginners (online course) January 2021 – Daily checks and adjustments for non-technical staff (online course) February 2021– Foundation level gym repairs for technicians
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