ISSUE 325 May 2021 £3
Loosening lockdown rules puts a spring in the nation’s steps page 3
Embrace the great outdoors and take advantage for your fitness classes page 10
Burnley Leisure unveils £80,000 upgrade at Prairie Sports Village page 16
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Loosening lockdown rules puts a spring in the nation’s steps WHILE some plan boozy reunions with friends and family, a staggering majority of Brits are embracing the spirit of a new start as lockdown restrictions ease, by putting in place saintly health and fitness goals as post-pandemic freedoms are given. According to a survey of 15,946 UK adults carried out by Decathlon as part of the Decathlon Activity Index, nine out of 10 Brits (90 per cent) have got a fitness or health goal they intend to pursue when Covid-19 restrictions ease. With many having had their exercise routines disrupted by restrictions – including the closures of gyms and the banning of non-professional team sports – more than one in three (36 per cent) intend to get back into a regular exercising routine. Nearly a third (29 per cent) intend to take the opportunity when gyms and leisure facilities reopen by exercising more frequently than they did while restrictions were in place, as 40 per cent admit that they have put on weight since the start of the pandemic and 36 per cent say they don’t feel as fit. For one in three Brits, this was due to them falling out of their normal exercise routines, while the closure of gyms and leisure facilities meant 32 per cent felt unable to exercise at all. More than one in three (35 per cent) intend to lose weight as restrictions ease, with 43 per cent confessing Covid-19 has made them realise the importance of their health, while 39 per cent say it is a good opportunity to start afresh and get into good habits. Nearly one in four (24 per cent) say they are being motivated by a desire to feel good ahead of an event they have coming up, like a party, night out
or wedding. With home workouts becoming the norm for many Brits throughout the pandemic, nearly half (49 per cent), say they plan to continue with their home workout routines even when restrictions ease. While 28 per cent intend to workout at the gym or leisure centre on their own. Nearly a quarter (22 per cent) say they are planning to play organised team sports again as soon as restrictions allow it, while 21 per cent intend on attending a fitness class with other people. Looking at the most popular sports Brits plan to participate in as lockdown eases, running (33 per cent), swimming (31 pr cent) and fitness or the gym (29 per cent) appeared top of the list. The top 10 sports Brits intend to participate in as lockdown eases: n Running (33 per cent) n Swimming (31 per cent) n Fitness / gym (29 per cent) n Cycling (27 per cent) n Football (20 per cent) n Hiking / trekking (18 per cent) n Yoga / pilates (16 per cent) n Tennis / squash / badminton (11 per cent) n Camping (seven per cent) n Fishing (seven per cent)
Rugby star teams up with home builder for session DAVID Wilson Homes invited a member of the Leicester Tigers’ squad to lead a virtual fitness class for its Leicestershire residents to help promote positive physical and mental health. Harry Wells took charge of the introductory fitness session on Zoom to provide an insight into keeping fit at home for the community at the company’s Kibworth development, in addition to the house builder’s employees. The Tigers academy graduate drilled the attendees on a 20-minute circuit with a range of exercises including squats, squat jumps and burpees before sitting in on a Q&A to discuss all things fitness, his own training programme and his rugby career. Harry said: “Staying fit and active is essential for not only physical fitness but also mental health. It was great to meet online, but hopefully it won’t be too long until we can do something like this in person.” Since the beginning of the pandemic, the focus on using exercise to boost mental health has been of utmost importance and people have been looking for new ways to keep fit at home during each lockdown.
According to the Mental Health Foundation even a short burst of 10 minutes’ brisk walking increases our mental alertness, energy and positive mood, while participation in regular physical activity can increase our self-esteem and can reduce stress and anxiety. Statista reported that there are close to 8.9 million people in England who take part in fitness activities for at least 150 minutes per week. Rachael Harrison, sales director at David Wilson Homes East Midlands, said: “We wanted to provide an opportunity for residents at our Kibworth development to learn how to stay active at home and we were thrilled to work with Harry on this virtual fitness class. “The mental health benefits of exercise are of huge significance, especially during the lockdown period, and the insight from Harry to support our customers and employees was greatly appreciated.” The virtual fitness class with David Wilson Homes was enjoyed by all ages, including some of the younger residents, and will encourage the attendees to maintain an exercise routine as the lockdown restrictions ease.
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UK FITNESS SCENE
A change is as good as a rest ...
By Jamie Owens THANKS to Covid, the sector has had a considerably longer ‘rest’ than any of us would have liked. Reports suggest operators have lost 30-40 per cent of members during the last year and in the region of £2.3billion in revenue*. It stands to reason that every operator’s primary focused is going to be rebuilding member bases to recoup lost revenue and drive new income streams. Anecdotal feedback suggests operators are expecting pent-up demand to create a post-Covid ‘bounce’ on reopening. But once that wears off and the tougher summer months kick in, a more pressing consideration will be how to attract the 85 per cent of the population who don’t currently interact with our industry. And this is where it’s perhaps time for a change. This cohort of non users are exactly the customers a marketing partner can help target. Hussle appeals to three very specific customer wants. There’s the customers who need access to more than one facility in several locations to fit their lifestyle, so wouldn’t join a single facility. And then there’s the customers keen try out venues before joining directly. This is where our Membership Conversion Service comes into its own,
Jamie Owens proactively encouraging try-beforethey-buy users to join clubs they attend regularly – we’ve turned more than 30,000 gym goers into exclusive members in the last 18 months. What makes the MCS unique in the market is that a member converted is just that, an actual member. Hussle isn’t trying to own the customer, just enabling them to make an informed choice. Lastly marketing partners can attract hybrid customers – a group we’ve seen grow hugely during the pandemic. These customers get fit in numerous ways; they spend on other fitness services like Peloton or Apple, but want gym access too. These services could represent a threat to operators’ wallet share, but evidence suggests a flexible offering will ensure these modern members, who don’t want
a one size fits all gym, continue to use bricks and mortar facilities at least on some basis. By offering two types of access pass, Hussle enables operators to create an even broader appeal. Members needing more than one venue can opt for the Multi-Club Pass – priced at a premium to protect operators’ direct memberships. For try-before-they-buy members and those wanting occasional access there’s the Day Pass, based on operators’ own prices. Both get footfall through the your door, risk free.
Hussle brings gyms additional revenue via people who don’t currently engage with traditional memberships. ‘Try-before-you-buy’ customers, occasional users and customers requiring multi-venue workout options no single operator can provide.
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Lastly, a marketing partner appeals to customers by investing in two main channels – direct to consumers via bigbrand partnerships with companies like American Express, Vodafone and digital banking App Revolut, as well as via bigname employers providing fitness-as-abenefit, such as Travelodge, Channel 4 and multiple NHS trusts. This creates a network scale effect no single facility could achieve alone. *https://sustainhealth.fit/lifestyle/ukgyms-have-lost-over-2-billion/ n Jamie Owens is director of fitness partnerships at Hussle.
In the last 18 months Hussle has:
66,000 14,000 30,000 DISENGAGED E X- M E M B E R S BROUGHT BACK
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Personal training industry set to boom with hundreds of thousands of new entrants THE personal training industry is set to soar this year, with data revealing it has been the second most popular career change for Brits during the Covid-19 lockdown. With the pandemic giving workers time to reflect on their jobs and career path, the fitness industry is set to be inundated with new trainers as hundreds of thousands of British workers consider the career move in 2021. Searches for “train as a personal trainer” were surplus 270,000 at the start of this year, according to data from eLearning provider DeltaNet International, which analysed a list of the top 50 careers to uncover any patterns in people switching jobs. It echoes official statistics by the ONS, which show that the coronavirus has had an impact on occupational switching. Of those employed in quarter one and quarter two of 2020, 6.1 per cent changed jobs, compared to 5.7 per cent in the same period the year prior. More than half of those (53 per cent) took their career in a new direction and changed industry. Darren Hockley, MD at DeltaNet International, said: “While it’s true the pandemic has brought with it plenty of uncertainty – especially for gyms and the fitness industry – I believe the effects of living with this stress long-term has left people with room to reflect on their choice of occupation and the virtues of their workplace environment. “Faced with tough decisions and
increasing pandemic fatigue, it’s perhaps unsurprising that dissatisfied employees across the country have decided now is a good time to make the leap into something new and possibly more fulfilling. “With the shift to virtual personal training over the past year, the industry has become increasingly accessible for new entrants and allowed many to pursue their passion as a full-time job. “As lockdown continues to ease, it will be interesting to see how the fitness industry adapts with the next generation of personal trainers moving into the field.
“For clients, it will mean an increase in choice to find a fitness professional who best suits their individual needs as many move to make this career change.” The research also looked at search data for the past five years and identified a 70 per cent increase in career-switch related enquiries from 2017-2021. Searches for ‘career change’, ‘career change jobs’, ‘move careers’, ‘how to quit my job’ and ‘career change quiz’ were all popular among those on the hunt for something different. When taking into account the number of searches for ‘retrain as…’, ‘train as…’ and ‘how to become…’, the following
were found to be the most popular occupations in 2021: n Teacher n Personal trainer n Nurse n Accountant n Paramedic n Dentist n Lawyer n Mechanic n Vet n Pharmacist Chris Allsbrook, a personal trainer at OriGym Centre of Excellence, added: “While undoubtedly a catastrophe on a global scale, the global pandemic has also provided opportunities for people to nurture passions that may have lain dormant through necessity, or through a lack of time. “With the current prominence of online personal training courses, there will likely be a considerable uptake of exercise professions, and the primary amongst those is personal training. “There’s also an abundance of resources available on the topic of becoming a personal trainer, or finding jobs in the industry, so many people will have turned to the internet for guidance when it comes to transforming a passion into a career. “It’s an industry that can often be underrepresented, especially in terms of diversity of gender, and it’s refreshing to learn that more and more people are making the decision to transition to a career in the field that we love.”
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Regular exercise may reduce coronavirus death risk by a third
Brand set to open its 10th studio in Notting Hill Gate TEN Health & Fitness will open the doors to its tenth studio in the heart of Notting Hill Gate on May 17. Just over 10 years since Ten launched its flagship studio on Exmoor Street, Notting Hill, this newest opening will see the brand returning to its roots and providing locals with even more Dynamic Reformer Pilates, PT, Physiotherapy, Massage and clinical rehabilitation which it is famed for. As London’s only premium studio collective to bridge the gap between the fitness and medical sector, Ten’s reputation on the London wellness scene has recently escalated to global heights thanks to the plethora of LIVE and OnDemand classes and services available to new and old customers. Following nearly a year of studio closures due to the pandemic, the brand is looking forward to opening the doors to new and old studios and welcoming back customers with a renewed energy. Founder Joanne Mathews said: “It’s both exciting and appropriate that we’re closing the circle – opening Ten’s 10th studio in the same area where we opened our first. 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
“To be opening a second studio in the Notting Hill area represents a real milestone in Ten’s history – especially after everything the industry, and the public, have gone through this year. “We’re so pleased that we have not just been able to operate and continue to provide our services to our clients throughout the past year, but we’ve also been able to continue our plans to grow and provide more of our award-winning health and fitness services than ever before.” As well as its renowned Dynamic Reformer Pilates classes, the boutique studio will also offer Ten’s full suite of services, including personal training sessions, an array of massage therapies, and tailored physiotherapy treatments, alongside its clinical exercise rehab specialists (for clients with life altering conditions like cancer, heart disease, menopause, long Covid and diabetes). The studio will also play host to Ten’s boutique collection, a range with exclusive-brand access, specially curated fashion and sustainability labels and a selection of Pilates equipment and beauty and wellness accessories.
REGULAR physical activity cuts the risk of dying from infectious diseases such as Covid-19 by 37 per cent and reduces the chance of catching the virus by 31 per cent, according to new global research. The study carried out by an international team of researchers, led by Glasgow Caledonian University’s Professor of Health Behaviour Dynamics Sebastien Chastin, also found that physical activity can boost the effectiveness of vaccines by up to 40 per cent. GCU conducted the full-scale systematic review of 16,698 worldwide epidemiological studies published between January 1980 and April 2020 with world-renowned immunologists and epidemiologists from University College London and Ghent University in Belgium, exercise and sports scientists from Cádiz University in Spain and a public health consultant from NHS Lanarkshire. The research found that 30-minutes of activity five days a week or 150-minutes per week that gets you slightly out of breath such as walking, running, cycling and strengthening exercises can have a massive impact on immunity to infectious diseases such as Covid-19. Scientists concluded that it can result in a “31 per cent decrease in the risk of infectious disease such as Covid-19, a 37 per cent decrease in the risk of death as a consequence of infectious disease such as Covid-19 and an increase in the efficacy of vaccination against viral disease such as Covid-19.” Professor Chastin said they found that physical activity “strengthens the first line of defence of the human immune system and a higher concentration of immune cells” in the world’s first study into the link between exercise and Covid-19 immunity.
The research entitled ‘Effects of regular physical activity on the immune system, vaccination and risk of community acquired infectious disease in the general population: Systematic review and meta-analysis’ has been published in the Sports Medicine journal. The findings have already gone to the Scottish Government and other governments around world as well as public health experts and healthcare professionals. Professor Chastin added: “This research is hugely significant and could help to cut the number people contracting Covid-19 and dying from it. “It is the first piece of research that proves regular physical activity protects you against infectious disease. “We found that regular exercise where you get out of breath boosts your immunity to infectious disease by 31 per cent and it increases the number of immune cells in the body in the first line of defence which is the mucosal layer of antibodies. “These cells are responsible for identifying foreign agents in the body without depressing the rest of the immune system so it’s perfectly safe and protects you against infectious disease. “We also found that if you add physical activity to your vaccination programme it increases the potency of the vaccination. “We are recommending a 12-weeks physical activity programme before vaccination which could result in 20 to 40 per cent more effective immunisation. “Policymakers need to do everything they possibly can to fight this disease.” Professor Chastin advised the public to build regular physical activity into their weekly routine to help them fight off the Covid-19 virus.
Peloton completes Precor acquisition PELOTON the leading interactive fitness platform, has announced that it has officially closed the acquisition of Precor, one of the largest global commercial fitness equipment providers with a significant U.S. manufacturing presence. With this acquisition, Peloton establishes its U.S. manufacturing capacity, anticipates boosting research and development capabilities with Precor’s highly-skilled team and accelerating Peloton’s penetration of the commercial market. Peloton plans to produce connected fitness products in the United States before the end of the calendar year 2021. “This is a major milestone for Peloton and our global community,” said William Lynch, Peloton’s president.
“We’ve spent the last few months learning more about Precor’s relentless focus on the customer experience and we’re now even more enthusiastic about welcoming this talented team to Peloton. “Now with Peloton and Precor, we believe we’re even better positioned to achieve our goal of bringing the best experience in connected health and fitness to more people around the world.” Precor president Rob Barker will continue to lead Precor and become CEO, Precor and general manager, Peloton Commercial, reporting to William. “The next few months are going to be some of the most exciting as Precor and Peloton work together to build for the future and empower more people to
live the lives they desire,” added Rob. “With Peloton Commercial, we expect we’ll be able to not only continue our relationship with our current customers, but scale the Peloton experience that millions of people have at home to even more hotels, campuses, and multifamily residences.” Peloton acquired Precor for $420 million in cash, subject to customary adjustments for working capital, transaction expenses, cash and indebtedness. The acquisition of Precor was announced on December 21, 2020. Precor is a division of Finnish sporting goods company Amer Sports, which is owned by an investor consortium including ANTA Sports (HKG:2020. HK), FountainVest Partners, Anamered Investments Inc. and Tencent Holdings Limited.
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Phased programming advised for a safe return to exercise following coronavirus AS GYMS and clubs reopen to the public, many members will be keen to resume their workout routines. Many can expect to regain their fitness and strength quite quickly, despite the long lockdown break. But those members returning to exercise after having Covid-19 should be very careful and follow a phased approach advises Dr Dane Vishnubala, consultant in sport and exercise medicine and chief medical advisor at Active IQ. “People who had severe Covid-19 illness, such as those who were hospitalised, are thought to be at higher risk of cardiac, respiratory or circulatory complications as they recover,” said Dr Vishnubala. “While exercise is very much recommended to restore cardiorespiratory fitness and strength, anyone who had Covid-19 should view their return to the gym as part of their rehabilitation and manage their fitness routine in conjunction with post-Covid-19 medical services.” Even people who didn’t require hospital treatment for Covid-19 should exercise caution, especially if they had symptoms during their illness suggestive of any damage to their heart – such as chest pain, severe breathlessness or palpitations. “Anyone who had any of these symptoms during Covid-19 – even if they managed their illness at home – should check with their GP that they’re able to resume exercise before starting back slowly and
Dr Dane Vishnubala gradually.” Finally, anyone whose symptoms are prolonged and are not settling could be suffering from Long Covid, a long-term health condition that can be worsened by taking exercise. Once again, seeking advice from a GP or healthcare professional is of paramount importance. To support people’s return to exercise, gym instructors, group exercise instructors and PTs should all be vigilant. While it may be tempting to get straight back to pre-lockdown routines and sessions, the fact is many people will have been away from structured exercise and not encountered the intensity levels usually reached under instruction at the gym or studio. Dane advises PTs and instructors
to take their lead from the team of medics who together researched and presented the article Returning to physical activity after covid-19 (bmj. com). Their multidisciplinary experience in sports and exercise medicine, rehabilitation and primary care, combined with current evidence and consensus statements, has resulted in the following phased programme guidance for people returning to the gym after having Covid-19. n Firstly, ensure your client has been symptom free for at least seven days. n Use the Borg Rating or Perceived Exertion Scale – ranging from six being ‘no exertion’ to 20 being ‘maximal exertion’. n Ensure each phase lasts at least seven days.
n Phase one would aim for an RPE of 6-8. n Phase two – RPE 9-11. n Phases three and four – RPE 12-14. n Phase five – RPE of 15. n Allow clients to take longer at each phase or go back a phase, depending how they feel. “I definitely recommend a very conservative approach to working with clients returning to the gym postCovid-19,” concluded Dr Vishnubala. “People who are essentially well can expect to regain their fitness quite quickly using a phased progression programme. “The best fitness instructors know when to reduce or regress an exercise programme and this has never been more important than it is today.”
down) yields comparable improvements to interventions meeting the current guidelines despite requiring significantly less time. So, what is low-volume HIIT? As HIIT involves active periods of work interspersed with recovery periods, the researchers defined low-volume HIIT as interventions which included less than 15 minutes of high intensity exercise per session (not including recovery periods). This review builds on the authors’ recent study published in Diabetes
Care which showed that as little as four minutes of HIIT three times per week for 12 weeks significantly improved blood sugar levels, fat in the liver, and cardiorespiratory fitness in adults with type 2 diabetes. They also showed that these improvements were comparable to an intervention involving 45 minutes of moderate intensity aerobic exercise. Beyond its effect on metabolic health, the new review reported that lowvolume HIIT can also improve heart function and arterial health. While the overwhelming majority of available evidence shows that lowvolume HIIT is a safe way to exercise, including in populations with metabolic and heart problems, individuals should always determine their individual suitability for such programs with their health care professional. This research was performed by collating and critically appraising over a decade’s worth of research on the topic. Further research should explore whether low-volume HIIT is sustainable in the longer-term and whether combining low-volume HIIT with other training interventions, such as resistance training, can maximise health outcomes. Many of the participants in the study published in Diabetes Care reported being in disbelief over how short the training was yet how great they felt after training.
Keeping fit with HIIT really does work
HIGH intensity interval training has become increasingly popular as it’s a quick and effective way to improve health. This is all the more important as countries around the world emerge from lockdowns due to coronavirus and are looking for quick and easy way to exercise again. Recently, researchers have been studying whether shorter variations of HIIT, involving as little as four minutes of high intensity exercise per session (excluding a warm up and cool down), also improve health. A new review paper published in The Journal of Physiology collates a decade’s worth of research on the topic of this socalled low-volume high HIIT for health. The current World Health Organisation (WHO) physical activity guidelines (150-300 minutes of moderate activity/ week or 75-100 minutes of vigorous activity/week) may be unattainable for a large portion of the population who are time poor due to family or work commitments. This hypothesis is supported by the increasing rates of physical inactivity amongst adults in high income countries. Dr Angelo Sabag, corresponding author of the study, said: “While the WHO guidelines may serve their purpose at a populational level, individualised and tailored low-volume HIIT
interventions delivered by appropriately trained exercise professionals may be more effective at an individual level, especially for time-poor individuals. “This research is especially important now as people are looking for new and exciting ways to engage in regular exercise, after a year of lower physical activity due to the pandemic.” The findings of this study show that low-volume HIIT (typically involving less than 20 minutes’ total exercise time – inclusive of warm up and cool
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Embrace the great outdoors and take advantage for your fitness classes
WITH the world spending most of the last year in lockdown, it’s perhaps no wonder that one of the greatest rises in consumer fitness demand is anticipated to be all forms of outdoor exercise. As predicted by the ACSM’s annual Worldwide Survey of Fitness Trends (coming in at number 4) outdoor activities are set to see huge growth. Enabling outdoor classes can open up a whole new market, particularly as there will be people who may not feel comfortable stepping into your facility post-pandemic. Plus, with indoor group exercise not set to return until May 17 in England, moving your classes outside could provide a great revenue stream. The benefits of outdoor training are plentiful and as we navigate our way around Covid-19, it’s a great opportunity for clubs to use outdoor group fitness as an acquisition tool. What better way to instil motivation and draw new members in than with a live group exercise class in the car park as they enter? So, as an operator, how can you maximise the opportunities? Here are some tip tops for consideration from Martin Franklin, CEO for Les Mills Europe: Think about space and pick the right classes for it Think about what kind of space you might need depending on the training you’re offering. If you already have outside space, it might be easier to start by moving your equipment-free classes outside e.g. BODYATTACK or something more holistic like a BODYBALANCE class. Get creative Think outside the box. Take your cycle classes poolside (if your facility has one) to create spinning with a view, or use the spaces in your car park to safely set up socially distanced sessions.
suddenly need to switch up or modify classes in the event of rain. And when it’s hot, ensure your instructors remind participants to bring water. It’s also important that members are well informed with how to act correctly while using the workout space e.g. clean the equipment, wear a mask or keep your distance.
Create outdoor challenges Entice your members back with a motivating challenge to build up their confidence and camaraderie as a group. Evidence shows that the group effect has a positive influence on a members’ overall workout experience –and their intention to return.
Remember, sound carries differently outside so make sure your Instructors are set up for success with the right head mics and equipment.
License to teach If your club or facility already holds a Les Mills license, this will allow for outdoor teaching at an appropriate venue linked to the club. If you’re holding classes in a local park, you’ll also need to check if a separate license is required. Each council is completely different, so it’s well worth doing your research and checking the requirements as you don’t want to get caught out.
Test your set up Do a test run first with your instructors and some willing volunteers.
Prepare to make your members feel safe The health and safety of your participants is paramount. While you’ve got the benefit of fresh air in your lungs, you also have to contend with the great British weather. You’ll need to be adaptable in case you
Upskill your instructors Instructors are the face and passion behind a great group fitness community in a club. Having spent most of 2020 in isolation, Instructors will want to polish up those teaching skills and ensure they’re at the top of their game to create unforgettable, social experiences for members. Now is the time as an operator to give Instructors important connection time to attend educational webinars, refresh on their teaching notes or reach out to industry coaches and mentors for feedback, giving them the confidence to return. Lastly, instructors are trained and talented at creating wow fitness experiences, but as an operator make sure they’re familiar with the new health and safety guidelines too. These safety measures implemented during classes all contribute towards the member experience and creating confidence for them to return with ease.
population’s activity levels, we need consistency in government policy, sustained funding and a focus on adherence and behaviour change rather than on just ‘taster sessions’. “Whole systems approaches are needed to enable this consistency. “If the government wants to continue to save the NHS then it needs to commit to getting the nation moving again.” The experts were invited to inform the government’s National Plan for Sport and Recreation, providing recommendations to the House of Lords Select Committee on how to remove barriers to participation and physical activity. The evidence submitted by the panel addresses prominent issues found in sport and recreation in the UK that include racism, homophobia, transphobia, misogyny and ableism. The recommendations will look to influence the government’s strategy and policy for sport and recreation, ultimately helping to improve access
to active recreation and sport for people of all ages, backgrounds, genders, ethnicities and abilities. The panel emphasised the importance of education to instil healthy habits in children and young adults, and advised that schools should increase high quality training of teachers in PE. They also raised the issue that the educational definition of activity and recreation needs to be remoulded, representing a better balance between contemporary and trending activities like free running and rollerblading with traditional sports, and at the same time highlighting the opportunities to rethink the design of schools’ use of break times and unstructured outdoor play. Professor Broom leads the Physical Activity and Health theme within the Centre for Sport, Exercise and Life Sciences, aiming to educate, encourage and support people through impactful research, to be active everyday as a way of life.
Professor David Broom
Incorporate variety into your timetable Offering a variety of classes is key to appealing to all demographics and this variety will help support the acquisition of new members. Operators maintaining a varied timetable will widen their net of fitness newbies who are looking to find a club and home for their live fitness workouts. However, remember the overarching goal is about increasing attendance and a great benchmark is more than 50 per cent of your total club attendances attending some form of group workout.
Offer a fair booking system We anticipate demand will be high for group fitness, with 96 per cent of those exercising at home chomping at the bit to return to live classes. Allow outdoor sessions to be booked in advance through a fair and efficient booking system to give everyone the opportunity to attend. After all, with so many members craving social experiences and reuniting themselves with their beloved fitness community, the ability to plan and schedule ahead goes a long way.
Professor provides advice to Parliament
A PANEL of experts, including a Coventry University Professor, has submitted evidence to the House of Commons and House of Lords Select Committees to advise the government on how to best promote an active and healthy nation. David Broom, Professor of Physical Activity, Exercise and Health within the Centre for Sport, Exercise and Life Sciences, formed part of a panel who submitted evidence to the Commons Digital, Culture, Media and Sport Select Committee on behalf of The British Association of Sport and Exercise Sciences. Professor David Broom, Coventry University Research Centre for Sport, Exercise and Life Sciences, said: “The government-imposed lockdown has brought attention to the dangers of inactivity and excessive sitting time due the nations expanding waistline and increasing mental health related issues. “To make a long-term difference and have a positive impact on our
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Matrix Fitness expands its strength portfolio with new Go Series MATRIX Fitness, one of the world’s fastest-growing commercial fitness brands, is introducing an allnew strength equipment offering. The new Go Series strength units are compact and designed with minimal adjustments to accommodate virtually any fitness facility’s budget, space and members. “Our goal, based on insights from our key customer groups – owners, technicians, trainers and members, was to create a simple, easy-to-use strength series,” said Chris Adsit, senior global product manager, strength, for Matrix. “We are thrilled to be offering a solution so intuitive and engaging with its design and userADVERT-CONSOLE_A5_V3_.pdf friendly features, where anyone can sit1and30/03/2021 go.”
The Go Series is ideal for facilities looking to appeal to members new to strength training and circuit programs. The series comprises 10 single station machines, each designed with low starting weights, compact footprints and back-to-back configurations that will improve traffic flow and help serve more members when space is at a premium. Other Go Series highlights: n Low stack height creates welcoming sight lines and an open aesthetic. n Easy-to-read, colour-coded exercise placards highlight targeted muscle groups and proper machine use. 13:43 n Storage space on top of stacks lets users keep
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Your choices make all the difference, so we made it easier to choose the solutions right for you and your budget, your space and the people you serve. With our new cardio series, you can choose any base with any console for exciting new combinations of performance, entertainment and connectivity. When it comes to achieving your goals, it’s easy to choose Matrix – and know you’ve chosen wisely.
their personal device, water bottle and towel in reach. n Optional incremental weight allows for smaller progressions. n Durable metal shrouds withstand tough environments and guide rods can be easily removed without tools, streamlining maintenance and service. Available to purchase from now, the Go Series portfolio includes Chest Press, Shoulder Press, Lat Pulldown, Seated Row, Biceps Curl, Seated Triceps Press, Abdominal, Leg Press, Leg Extension and Seated Leg Curl. To explore the Go Series visit matrixfitness.com/uk
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Advertiser’s announcement
Mywellness Live and On-Demand fast-tracks Durham County Council’s digital journey
DURHAM County Council manages 12 leisure centres across a large area of urban and rural communities. Over the course of the last six months, it became clear they needed a digital solution to keep people active. Andrew Brown is principal physical activity manager of wellbeing at Durham County Council. He explains how Mywellness Live and On-Demand helped fast-track the digital journey at a critical time. “Our community programmes and classes are crucial to our members, but we had no digital offering to support,” said Andrew. “Recent events showed us that we needed to innovate – to connect with our community and improve their health and wellbeing.” One facility had been running Technogym Mywellness for many years with great success. “We had already seen how valuable Mywellness was to supporting members,” Andrew added. “We started thinking about how a digital offer could keep people moving and connected to all our centres and community services now and in the future.”
Building on the success of Mywellness Durham County Council launched Mywellness Live and On-Demand as well as using Mywellness to cover wellbeing and leisure programmes. “We have put daily workouts and coached content onto the app,” said Andrew. “And regularly got 80 or so people taking part in activity challenges. It was a good start, but we wanted to do more.” The leisure team quickly created
the leisure centres. “We will use the Mywellness app to join up our wellbeing services, community groups, and community classes.” Durham County Council now puts its digital offer into every stage of member communication, from social media and emails to regular updates. “The offer is always available if people want to use it in combination with inperson visits, or as a bridge until they feel confident about coming back,” Andrew explained.
recording spaces with professional audio visual, lighting, and branding. After just two months they have filmed and edited 100 on-demand videos for users. “When we launched Mywellness Live and On-Demand, we had 1,100 users,” said Andrew, referring to members already on the Mywellness platform. “We have added nearly 800 users in under two months.” The positive impact of digital on older age groups Launching Technogym Live and OnDemand has helped Andrew and his team learn about communicating with a digital-hungry audience. “We are very grateful to Technogym for providing such a user-friendly platform, and for providing so much guidance and support to make the steps of this journey such a success.” Uptake of the digital offer has given the team valuable insights into people’s
appetite for on-demand content. “The split is heavily dominated by women, which we expected,” said Andrew. “But the age profiles are surprising. The highest engagement comes from the 35-49 age group. “We will continue to look at our insights to create content that meets everyone’s needs, whether they come back to our centres or prefer a hybrid approach after lockdown.” Connecting communities and leisure centres “Our main objective was to give people something they could engage with during lockdown,” Andrew says. “We wanted to keep people active, healthy, and connected with our leisure offers. “Now we want to grow our offers. We already have a Get Run Ready plan and other activity challenges. “The next step is to support people who engage with our services outside of
Enthusiastic uptake by leisure instructors Technogym Live and On-Demand is intuitive and user-friendly for members and staff. In just a few weeks, Durham County Council instructors, following guidance and support, felt confident enough to record sessions. “We’ve developed written procedures for coaches, and have supported them with presentation skills, branding, and technical issues,” he added. “Our oldest coach is a fabulous 73 years old and she is one of our most enthusiastic users of the system.” Adopting digital to future-proof your facilities Durham County Council plan to use Live and On-Demand content to support the most popular areas of their studio programming, offering people the chance to participate from home. “Gyms will always be part of life,” says Andrew, “but the way people engage with leisure services is changing. “Having the Technogym Live and OnDemand service gives our community another way to stay active. “It’s flexible and adaptable, which is exactly what people want.”
LIVE & ON-DEMAND CLASSES ALWAYS WITH YOU
Deliver unparalleled training experiences by streaming Live & On-Demand classes to your community. Your customers can now perform their favourite classes anywhere, anytime with MYWELLNESS APP 5.0. It’s streaming - Your way. DISCOVER MORE AT: www.technogym.com/workout
UK FITNESS SCENE
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Burnley Leisure unveils £80,000 upgrade at Prairie Sports Village BURNLEY Leisure has invested more than £80,000 in the upgrade of hospitality and interior facilities at Prairie Sports Village including a new bistro and bespoke areas for social, business and sports-focused users. The range of improvements have been influenced by customer feedback. Burnley Leisure says the upgrade makes Prairie Sport Village a multipurpose destination for family hospitality, golf and business activities. The new Prairie offer is due to open on May 17 as other Burnley Leisure activities and venues continue phased reopenings in keeping with government guidance. Prairie is a light, airy contemporary venue with panoramic views of Pendle Hill. Conveniently located between Burnley and Brierfield, it is ideal for work, play or relaxing with colleagues, family or friends. The venue’s new 1955 Kitchen & Bar is now managed by Burnley Leisure’s in-house hospitality arm, which also runs hospitality at Burnley Mechanics Theatre and Townley Golf Course. Burnley Leisure has launched a new menu and created new bespoke facilities for work and business. There are rooms and suites available for meetings, receptions and private parties. Golf range facilities at the Prairie now include Toptracer technology, which displays the direction of golf shots on screens, just like golf on TV. This offers fun games, statistics and social media options for players of all abilities, both seasoned and first timers. Not-for-profit Burnley Leisure serves
thousands of people with recreational, sport, entertainment and cultural activities. It operates other venues including St Peter’s Leisure Centre, Towneley Golf Course, Thompson Park Boathouse, Padiham Leisure Centre and Burnley Mechanics theatre Mark Dempsey, Hospitality Manager at Burnley Leisure, said: “We are delighted with the Prairie refurbishment and new hospitality, leisure and business offerings. “The name of 1955 Kitchen & Bar pays homage to the year that the sports pitches first opened on the site. It touches upon our heritage but we are offering a contemporary, British-led dining experience.
“Breakfast and lunch will be served Monday to Saturday from 9.30am to 3pm and we will now also be open for dinner on Thursday and Friday evenings. “We’ve appointed a new head chef and taken some of our staff off furlough to create a team of 12-15 full and part-time staff there. “We’re working with local suppliers including butchers and fishmongers, which will support local businesses and also help cut our carbon footprint. “Our delicious menu includes classic British and regional favourites plus global street food and vegan options. Our traditional Sunday lunches are hugely popular too. “Visitors can also order food and drink on the driving range by scanning a QR
code, order and pay online and have everything delivered to their bay. “For many reasons, we think the new 1955 Kitchen & Bar is a fantastic development. We’re confident it will gain the popularity and reputation of our other hospitality offerings at Townley Golf Course and Burnley Mechanics.” Three new areas are being created at the Prairie. One will focus on hospitality for families and friends. Another will be a quiet area for remote working and business, including individual stations for laptop computers, devices and USB charging. The third zone will focus on groups of sports visitors with a bench seating area. In addition to the golf driving range, other attractions at Prairie include an allweather mini golf course and all-weather sports pitches for hire. Since the pandemic began in early 2020, Burnley Leisure has played a leading role in supporting community wellbeing during the lockdowns, restrictions and phased re-openings. Examples include creating free fitness workout videos and wellbeing sessions for the community and schools, helping the Burnley Together network to support residents with everyday needs, helping children in need with lunches and activity clubs, and leading the roll-out of regular cCovid-19 testing for people at work. Outdoor golf, football and fitness restarted in March, along with online fitness sessions. Indoor gyms and pools reopened in mid-April. Indoor classes, steam rooms and hospitality at Prairie and Towneley are due to reopen in mid-May.
Dancing on Ice star Faye Brookes. Kiosk in Manchester’s House of Evelyn. Also, the high profile Barry’s Bootcamp personal trainer Joe Davis has documented on his social media, how Corevue has shown that his muscle mass has depleted during lockdown and the gyms being closed. We asked Healthcheck Services
director Eric Peake and Kevin Wood, why choose Corevue? “We take pride in being at the forefront of innovation and are constantly investing in research and development to ensure our customers are provided with the latest in weighing and body composition technology, “This, in turn, will naturally lead to a healthier nation, more aware and more engaged in their health.” Healthcheck Services supply and install leading health kiosks throughout the whole of the UK and the Republic of Ireland and have been operating for more than 25 years – we aim to provide an effective and efficient health solution. While we believe we have eyecatching and robust health kiosks, we very much view the kiosk as just part of the package, where the additional/ wraparound services are critical to any meaningful long-term changes to health and lifestyle improvements. Track your health and wellbeing at more than 4,500 locations using one of our many types of health kiosks. Visit www.corevuekiosk.com or www.healthcheckservices.co.uk
The perfect solution for all operators
THE Corevue 360 kiosk by Healthcheck Services offers the very latest technology in intelligent body composition measurement. It provides the perfect solution for public and private fitness, health and leisure operators as well as elite sports teams and universities. It uses Multi Frequency Bioelectrical Impedance Analysis, a safe and accurate way of providing insight into your customer’s health and fitness. Among other things, it shows their body fat percentage, muscle mass, visceral fat, hydration level bone mass and metabolic age. This allows it to deliver a full body composition analysis in approximately 15 seconds. The health kiosks have grown in popularity throughout 2020/2021 as the threat and effects of Covid-19 has motivated the nation to look at their health and fitness. With the Corevue you can find out exactly what you are made of, set your goals and use the free Corevue App to help you achieve your optimal fitness level and improve your health and wellbeing. Celebrities such as Faye Brookes
Actress Daisy Wood-Davis. has been spotted using the Corevue Kiosk ahead of her training for ITV’s Dancing on Ice. Checking in again after the show finished, to see how the intensive training has changed her body. Actress Daisy Wood-Davis was also spotted trying out the Corevue
UK FITNESS SCENE
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Advertiser’s announcement
Discover Panatta
SUPER VERTICAL LEG PRESS 100% MADE IN ITALY www.panattasport.com Panatta Super Vertical Leg Press is a specific machine for the training of the lower limbs, designed to strengthen the anterior and posterior muscles of the thigh and hip by reproducing a pushing movement along a vertical work surface in total safety for the back. The variable-density backrest padding with adjustable inclination (image 1) and the wide thrust platform, also adjustable in inclination (image 2), allow any user both to find the correct working position and to vary the ROM (Range Of Motion) of the joints involved in the thrust movement, with different muscle activation.
1 – Adjustable backrest
The Super Vertical Leg Press activates numerous muscles of the lower limbs and the main ones are stated below: n Quadriceps – responsible for knee extension, with particular involvement of the three vastus (medialis, middle and lateral) n Gluteus Major – responsible for hip extension, it has a high activation at the beginning of the eccentric phase but the incomplete shortening limits its muscular work; n Hamstrings – also responsible for hip extension, due to their bi-articular nature, their activation depends on how the exercise is performed (greater when the feet are placed high up on the platform). As auxiliaries to the completion of the exercise, the Adductor muscles (more active with a wide foot position), the Sural Triceps (in particular the Soleus) and the stabilisers such as the Gluteus Minimus, Gluteus Medius and the Tensor Fasciae Latae. Particular attention has also been paid to user safety, thanks to the easy starting system with manually operated lever and height-adjustable limit switches in five positions (image 3).
2 – Adjustable platform
DISCOVER THE SUPER VERTICAL LEG PRESS TESTED BY WILLIAM BONAC – IFBB PRO
3 – Adjustable run limits
UK FITNESS SCENE
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Foxhills puts family first with launch of £7million venue FOXHILLS Club & Resort has underlined its family values and value to the local economy by forging ahead with the launch of its new venue, the Pavilion. The new £7m facility is the latest to be unveiled by the Surrey resort as it continues to invest in its array of leisure amenities – despite the unprecedented difficulties of the last 12 months. It is further proof of Foxhills’ role as a leading hub for the local community for when life returns to some kind of normality. As one of the borough’s largest local employers, Foxhills is set to play a pivotal role in helping the local economy get back on its feet. The Pavilion will not only create even more jobs, but will also be an attractive proposition for holidaymakers ahead of the expected staycation boom this summer. Marc Hayton, Foxhills managing director, said: “At this extraordinary time, we all need something to look forward to. “The Pavilion will not only help to cement our place as a family club, but also as a valued business at the heart of the local community and will give a wellneeded boost to the local economy. “Family is a vital component to Foxhills’
ethos and has always been the bedrock of the resort. “We want to give our members and the local community the facilities they deserve – even more so after the tough year everyone has had. “We’re delighted that The Pavilion will arrive just in time and will provide the community with space to exercise, socialise and unwind in a safe environment.” The Pavilion follows 2019’s investment in the refurbishment of The Fox dining rooms, the opening of the Practice Den – a floodlit short-game area which adds to the club’s extensive golf practice facilities – and the Yoga Cabin, which has already gained huge popularity among the members and guests. Opening in May, just in time for the easing of most restrictions and ready for when leisure and socialising will be cherished the most, The Pavilion is one of Foxhills’ most exciting developments in its 46-year history. Designed by Michaelis Boyd, the architects behind Soho Farmhouse, the brief was to build “beautiful boxes filled with optimists”. The building is now just a few weeks away from completion and will feature indoor and outdoor swimming pools,
a crèche, art studio, playroom with soft play and role-play ‘high street’, three more studios for dance, functional fitness and group cycling, a games room, a new restaurant and two terraces – all set within a Victorian walled garden overlooking one of the resort’s golf courses. The Pavilion joins an Olympic range of leisure facilities already at the club, offering more than 200 weekly activities for both adults and children. Highlights include group cycle, yoga, combat, reformer Pilates, Zumba, arts and crafts, Nordic walking, dance, judo, orienteering, tennis, table tennis, cycling and running clubs, basketball, football and golf. And with the new facility opening in a completely different world than expected, every step has been taken to make sure that it is Covid-safe and adaptable to the times we find ourselves in. The building itself is spacious and airy, with a state-of-the-art air exchange system to improve ventilation, while the design has also made the most out of outdoor space with two terraces – the larger with heaters and an awning for year-round dining and relaxing. More classes will also take place
outdoors with yoga, boot camps and power walking on the 4km woodland trail on the estate, as well as the opportunity for most of them to be livestreamed or on demand so they can be enjoyed at home. Social distancing will be easy with three studios which are larger than the existing, with one being used for private one-to-one personal training. Swimming outside in the new 25m outdoor pool is better for limiting transmission and it will be possible every day as the pool will be heated all year. Takeaway food and drink will be available, a strict cleaning regime will be in place to thoroughly sanitise any touchpoints – although automatic doors, sinks and showers on sensors, as well a counter service, will also limit these. Hand sanitiser will also be available throughout. Foxhills takes its role in the community seriously. In time for Christmas, the club organised an initiative which saw its members donate £25k to food banks in Weybridge and Runnymede and £100,000 has been committed to summer camps for local children providing those most in need with up to a month of activities.
WEST Midlands-based Sandwell Leisure Trust has again passed its Investors in People assessment with flying colours after a rigorous interim review. Having been awarded ‘Silver’ status last year – which is valid until 2023 and puts SLT in the top 15 per cent of organisations in the UK for people management excellence – part of maintaining the standard is an annual evaluation to check progress and ensure the organisation is maintaining and even improving standards. IIP practitioner Gordon Stopani said: “Despite the significant challenges faced by SLT as a result of the pandemic, the Trust has successfully continued to make good progress and improvements in its approaches to keeping in touch with staff, supporting staff health and wellbeing, as well as forging even more
extensive relationships with a range of community stakeholders. “The interim IIP Review demonstrates that SLT has regularly maintained contact with staff, seeking to ensure that they are safe and well and that any support they may need is provided. SLT has also been able to deliver some learning online, ensuring that it further maintains contact with staff. “It’s further clear that SLT has made the wellbeing of its staff a key priority for leaders and managers in the business. “The Wellness Hub provides extensive health-related information and signposting for those staff who find themselves requiring further support with health-related matters, plus the 24-hour ‘Doctorline’ support is another excellent benefit which is available to all staff and something which few
organisations have made available to their workers during the pandemic.” Additionally, the review praised SLT’s extensive preparations for a return to work post lockdown and said its positive and proactive approach to re-setting and recovering from the pandemic has staff wellbeing and interests at its heart. Lynda Bateman, chair of the SLT Board, added: “We are delighted to again receive this impressive endorsement from the external IIP assessor. “On behalf of myself and all our Board members, I firstly wish to thank all those that have supported this achievement and continue to work tirelessly in very challenging times and secondly I wish to confirm the Boards ongoing commitment to the wellbeing and development of our staff. “The Board understands these are
amongst the most difficult times many staff have had to endure, but we are confident that the hard work and dedication of our employees will be at the cornerstone of a confident recovery for the Trust.” The Investors in People Standard defines what it takes to lead, support and manage people for sustained success across 75 countries worldwide. IIP focuses on nine key indicators of top organisations that consistently outperform their peers – leading and inspiring people; personifying company values; empowering and involving people; managing performance; recognising and rewarding high performance; structuring work; building capability; delivering continuous improvement and creating sustainable success.
‘Silver’ success for Sandwell Leisure Trust
UK FITNESS SCENE
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EGYM revolutionises gym floor training
Three ways to increase your bottom line
THE last year has been quite a struggle for the fitness industry. Businesses were forced to close or significantly scale back their operations, which has meant a massive decrease in revenue for gyms, PTs, health clubs and studios across the country. Now that gyms have reopened, it’s likely that your main goal as a club owner will be to get back to generating a stable income so that your business can thrive again. So, how can you earn more money? The obvious answer is to get more members, but this can be timeconsuming. It’s hard to find time to develop your marketing and sales strategy, especially given how busy you’ve been in the weeks following reopening day. There is a much easier way to generate more revenue that gym owners often forget about: Simply get your existing members to spend a little bit more money per month by adding value to your current offering. So here are three ideas: Your membership purchasing/renewals process should be quick and simple Before you think about getting your current members to spend more money, you need to make sure they’ve had a positive signup experience. A potential customer should be able to purchase a membership from you in less than five minutes. Any longer, and you risk losing the customer because their interest has been lost or they’ve grown frustrated with the complicated signup. On the same note, renewing memberships should be equally as simple. Encourage your members to turn on auto-renew, so that they don’t have to do anything when their renewal date rolls around. Increase the price of your memberships The most obvious way to get your members to spend more money is to slightly increase the price of your memberships. If you have a loyal membership base, it’s likely that the majority of them won’t mind paying a couple of extra pounds per month to support an independent business (particularly ones that have been the hardest hit over lockdown). It might seem scary and you might be
Wayne Heath
reluctant to increase your prices (which is understandable!), but it’s a whole lot less work than trying to gain another 50 customers. Upsell using bolt-ons Put simply, a bolt-on is an additional product that your members can buy when they’re in the final stages of their purchase. Think grabbing a snack or a pack of mints when you’re in the queue for the checkout at a supermarket – it’s the same concept. It encourages your members to spend a little extra each month to upgrade their workout experience, for example, a credit for a protein shake or two spin classes alongside their usual access to the gym floor. It follows the same ideology – rather than getting a new member to spend more money on a £30 membership, persuade your existing members to spend a £5 on something extra. It soon adds up. If you have 200 members paying £25 per month for their membership and half of them buy a class bolt-on for an extra £5 per month, that’s an extra £500 of income straight into your pocket. Over a 12-month period that works out to be an extra £6,000 per year, taking your annual revenue from £60,000 to £66,000 with very little effort So there you have it in terms of three ways to increase your bottom line without joining a new member.
EGYM, the global fitness technology leader, has launched Fitness Hub, taking the connected training floor to the next level. Through a combination of advanced 3D-imaging technology and machine learning-optimised software, Fitness Hub enables efficient, contactless new member onboarding and precise, selfservice assessments. Data is presented back to users in an easy to understand visual format, helping everyday health seekers remain motivated and focused on individual health and wellbeing goals. “We are driven by the vision that the gym works for everyone. With Fitness Hub, we are setting another milestone in terms of connected training space and the best possible training experience for members,” said Philipp RoeschSchlanderer, EGYM co-founder and CEO. “By optimally interacting with the EGYM ecosystem, Fitness Hub provides a consistent, high-quality and personalised training experience that excites both members and trainers.” Fitness Hub is the centrepiece of gym floor training and addresses three core gym floor needs. Firstly, it delivers frictionless new member onboarding. Utilising Microsoft’s latest 3D camera technology, optimal machine settings are created via a full body scan and weight assessment. Data is synchronised with EGYM’s Smart Strength Series, dramatically reducing equipment set up time. Minimal physical interaction with staff or equipment is required. This means members can selfmanage their experience and are also more protected against possible virus transmission. Secondly, using EGYM’s proved BioAge function, Fitness Hub delivers easy to understand and interpret visual feedback relating to improvements in muscle length, strength and body composition, traditionally information that has been
very difficult to convey. This information can be used to track performance improvement and can also be digitally shared with other members and trainers, helping to benchmark and motivate. Thirdly, the self-serve functionality of Fitness Hub helps operators focus trainer time where it most benefits the member. Rather than having to spend time setting up equipment then manually measuring and recording health indicators, trainers can spend time coaching and mentoring. This not only improves the member experience, it also optimises operational efficiencies. EGYM’s Cloud connects Fitness Hub to EGYM’s Smart Strength Series and EGYM’s Smart Flex. It also integrates with market leading, third party data providers such as body composition scales from leading manufacturers Seca, Tanita, and InBody plus Smart Cardio equipment from manufacturers such as Precor, Matrix, and Life Fitness. Fitness Hub ecosystem where all components work together to provide a person-centred, results focused experience for each and every member regardless of aims and abilities. To find out more about EGYM Fitness Hub visit www.egym.com/uk
ServiceSport – going from strength to strength ServiceSport has recently announced ServiceSport Group – its umbrella brand for ServiceSport UK Ltd, Instyle Clothing, Upholstery Guru and ServiceSport Finance. ServiceSport UK Ltd continues to be Europe’s leading independent service provider, supplying gym parts and equipment, and providing independent technical support with an impartial view to maintaining both resistance and cardiovascular equipment. In 2020, Instyle Clothing was founded, supplying custom branded gym wear, sportswear and workwear to several key markets during the pandemic, stocking more than 120 different brands. Upholstery Guru provide a comprehensive upholstery service for both domestic and commercial customers, stocking a range of fabrics and benefitting from a strong supply chain that allows for a quick
turnaround on bespoke materials. ServiceSport Finance was founded in 2001 and gives fitness club and leisure operators the option to maximise the residual value of their assets when trading in fitness equipment. ServiceSport Finance also offers business leasing and hire purchase options on all new and used gym equipment, as well as the most competitive prices in the market for your used gym equipment. For information regarding service and repair of gym equipment; upholstery repairs; rental of gym equipment or if you’re looking to sell your gym equipment contact 01257 264 738 or email info@servicesport.co.uk
UK FITNESS SCENE
Several ‘easy to deploy’ tactics to drive loyalty and increase membership yield NOW you’ve re-opened your doors, you’re no doubt busy looking at ways to rebuild your membership base and fill the revenue hole that multiple lockdowns have left in your business. Although it may be tempting to implement an aggressive membership sales strategy right now, perhaps a more effective option is to review the current member experience across all touchpoints and identify where you could not only improve, but also increase current membership yield. Here are a few ideas: 1. Provide personalised health assessments A great place to start is offering body composition analysis for a small fee. Aside from boosting membership yield, the impact on member loyalty and overall retention is huge. This is because delivering health assessments through body composition analysis enables you to create a ‘culture of feedback’. You have the initial ‘consultation’, followed by the development of a personalised training plan based on these health metrics, naturally, regular check ins follow this. Before you know it, you are communicating and feeding relevant information back to members on a regular basis and developing stronger relationships. For a no fuss way of implementing body composition analysis into your club, check out the My Body product
unsure how it works and what it costs. However, by offering a free taster session, you are providing members with valuable insight that will help allay any misconceptions and provide a better understanding of the many benefits a personal trainer brings. Just be sure to follow up with members that have taken part. 4. Boot camps and workshops The idea behind boot camps is to maximise seasonal opportunities that tap into renewed motivation and a keenness among members to reach specific goals more quickly. These chargeable packages provide immediate revenue that has positive impact on cash flow.
from ClubWise by visiting: www.fitsense. co 2. Retail Selling retail items in your club is an effective way to increase revenue from your current members. On many products, industry mark ups can be very high, providing plenty of opportunity to boost your bottom line. The key is to make it as easy as possible for members to purchase by developing a system that doesn’t require cash. A great way of doing this is to set up a digital store directly in your Member App with an integrated card payment
solution. This makes purchasing far more accessible to members and delivers a quick, contactless and hygienic way to pay. 3. Mini free personal training trial Personal training has the ability to create more positive member experiences. We also know that a good PT model can significantly increase revenue, but how do you encourage your current members to purchase personal training? Give them a free taster. Unsurprisingly, members who have never used PT before are most likely deterred by the unknown, they are
5. Raise your prices This may seem controversial, but a subtle and carefully calculated price increase will do wonders for your gym’s financial health with little impact on member retention, if you’ve been working hard on delivering an exceptional member experience. Still not sure? A recent study by Esteban Kolsky showed that 86 per cent of consumers are willing to pay more for an upgraded experience. To learn how the ‘all in one’ ClubWise solution can help you deliver an enhanced member experience and increase revenue, visit www.clubwise.com or call us on 01844 348300.
Capital solutions from TVS Group WE were recently tasked with supplying and installing problemsolving flooring solutions in an exciting new strength, conditioning and mobility gym located in the heart of a busy London suburb. The architect-designed ‘Gymnasium’ facility in Wandsworth features three unique training studios: Athletica – where the focus is on cardio and high impact activities; Stronger – a dedicated space focussing on strength training; and finally Compete – a studio where budding gymnasts can develop their core strength and skills. The Compete studio at Wandsworth
backs on to a tower block containing both residential and business premises presenting potential noise issues. Fortunately, TVS Group specialises in market-leading noise and vibration solutions for problems like this. After a full acoustic appraisal, it was agreed that we should supply and install a multi-layered flooring solution with significant noise dampening qualities. Our chosen approach also inhibits any vibrations caused by gym activities from entering other parts of the building structure. The overall effect of this means
that assorted gym activities can take place as normal, and the noise and vibrations are imperceptible to neighbours both near and further afield, meaning a win-win solution for all parties. The Stronger studio meanwhile, located at ground level, features six elite-level lifting platforms. Part of the task here was to provide a seamless transition between surrounding flooring and the lifting platforms themselves. After precisely setting out the platform areas, we installed our heavy duty TVS SPORTEC Style tiles over our impact protection tiles,
ensuring a flush finish between the junctions of the gym flooring and the impact-absorbent lifting platforms. This attention to detail is not only aesthetic, it also means less likelihood of tripping as gym members move between activity zones. Finally, flooring in the Athletica Studio was much more straightforward, as we were able to simply install a single layer of our TVS SPORTEC heavy duty rubber tiles straight over the concrete substrate. Visit www.TVS-Group.co.uk or call 01706 260 220.
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PRODUCT NEWS
22
It is time to take our industry back By Dave Wright
When the going gets tough, the tough get going ... THAT’S exactly what the team at Instyle Clothing did when they were called upon by Beaverfit to produce 200 custom branded T-shirts in super quick time for the US military. Having established a reputation for quality in a relatively short time since its inception, Instyle Clothing supplies corporate clothing, gym wear and sportswear to various industries including construction, education and hospitality. Trading during a very challenging period, when supply chains have been disrupted and businesses facing an unpredictable future, Instyle
Clothing has firmly planted its roots in the clothing field this past year. Like any good business, this success has stemmed from the work ethic and professionalism of its employees and this was exemplified when it came to completing the Beaverfit job as the team worked around the clock to ensure the T-shirts were delivered to spec and in the nick of time. For further details regarding bespoke corporate workwear, gym wear and sportswear visit www.instyleclothing.co.uk or call 01257 264 738.
Dave Wright
THINGS are looking brighter! Gyms and studios are starting to prep for opening if they haven’t opened already and, while there are still many facilities facing regulation, it feels like the tide is beginning to turn. It’s been an incredibly positive start to how wellness and physical activity are going to shape the future of communities around the world recovering from overwhelming uncertainty. I can’t tell you how excited I am that operators are welcoming members back into their facilities again. With the closures we’ve faced as an industry, one thing’s for certain: it’s been too long and it can’t happen again. OK, well they’re two things, but they’re both incredibly important. From this point on, we all need to work as hard as we possibly can in embracing our responsibilities as the front line of health and wellbeing; not just fitness. We need to be taken more seriously by decision makers and, more importantly, in the eyes of the public. We need to be there for them where they are, not just waiting for them to come to us. One of our proudest achievements at the start of this evolutionary step is the Congressional Physical Activity Challenge that we’re undertaking in the US, in partnership with the Physical Activity Alliance. Hundreds of members of Congress, their DC Congressional staff and interns
are using the MZ-Switch heart rate monitor to track their workouts and reach 1,300 MEPs – the World Health Organization guidelines for physical activity – in May. Having more people move more at the top levels of governments is key to improving policy decisions and prioritising physical activity through education and understanding. I can’t wait to see the results from Congress and I look forward to more governmental departments around the world take up the challenge in future. n Dave Wright is the creator and CEO of MYZONE®, CEO and owner of CFM (Creative Fitness Marketing) and owner of the Feelgood Fitness and 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
The schemes range from multi-million pound investments to individual pitch projects, such as the first full size 3G pitches in Anglesey. “Choosing the UK Leisure Framework we knew that we were working with experts in the leisure industry that had the same long term aim as ourselves to develop and increase income generation and maximise efficiencies,” said Gerallt
Roberts, commercial leisure manager at Isle of Anglesey County Council. “The project also had the community as a focus point, looking at improving health and wellbeing of our members and customers. Our new 3G facilities now are full to capacity and are creating more income than our previous pitches.” Post pandemic, the need for public leisure facilities is greater than ever, but only if they are relevant to their local communities. “Local authorities will need to broaden their offerings, both indoors and outdoor spaces, to create active environments that can be used by as many members of the community as possible to ensure value for money,” added Sarah Watts, CEO of Alliance Leisure. “In addition to the more traditional facilities many of our clients recognise that they must consider alternative activities like splash pads, zip wires, outdoor play and parkour to really invigorate their leisure spaces and generate returns. “The UK Leisure Framework is a proven vehicle for delivering inspiring schemes that increase opportunities for physical activity.”
UK’s first leisure framework celebrates £144m investment in public leisure THE UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects. Launched in 2017 by Denbighshire County Council and managed by Denbighshire Leisure Ltd, the UK Leisure Framework makes the procurement process quicker and easier so local authorities and other public bodies can develop leisure facilities more efficiently and affordably. The framework is delivered by leisure development partner Alliance Leisure. It reduces costs and improves efficiencies meaning local authorities can dedicate more of their budget to the development. More holistic than construction only frameworks, the UK Leisure Framework supports all the elements that contribute to successful and sustainable leisure facilities such as design, business planning, funding, construction and marketing. The process is also entirely transparent, so local authorities can be certain of the costs at an early stage, which gives them confidence to invest in their leisure stock.
To date, the framework has helped local authorities to deliver 41 projects across the UK, with a further 12 schemes currently underway. All projects are designed to impact local health and social outcomes by creating healthier communities, while also being economically sustainable to ensure local authorities achieve their revenue targets.
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The Trade Fitness Event of the Year for the North of England, brought to you by Magazine The conference will be at the Bolton Whites Hotel on September the 14th and will be a 1 day show starting at 10.00am and closing at 16.30pm THE MORNING speaker panel will be hosted by Dave Wright, Chairman of My Zone and CFM and he will be joined by industry experts,
THE AFTERNOON’S speaker panel will be hosted by Graeme Hinde Managing Director of LFX and the LFX Academy and he will be joined by industry experts
Tea and Coffee will be served upon arrival and exhibition viewing, mid morning break will be served in the main exhibition area. Lunch will be served to all delegates with a further opportunity to enter the exhibition and networking areas. The final Tea and coffee break will be served in the exhibition and networking room with raffles and prize draws taking place on the stands. In accordance with government guide lines this will be a ticket only event with a limited number of delegates, tickets must be purchased in advance to secure your attendance at the event, tickets can be purchased via the website or by emailing directly to Tony Barry at tb@scriptmedia.co.uk
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