Issuu

ISSUE 337 May 2022 £3

Landlords seeing potential of gyms as industry set to lead high street revival

Page 4

David proving doubters wrong with success of his beach bootcamps

Page 12

New £1.5m ‘boutique’ gym attracts 2,500 members in first few weeks Page 24

SPORTEC® Gym Flooring Suppliers of flooring solutions to suit any sporting and fitness space, including: Impact-resistant rubber tiles for free weight areas. Rubber rolls for functional fitness zones and studios. Customised sled tracks. Synthetic surfaces for indoor and outdoor sports. Artificial turfs and shock absorbing underlays. Acoustic solutions to control noise, vibration and reverberation.

UK FITNESS SCENE

ukactive unveils new digital programme ukactive and ITN Productions Industry News has announced the co-production of ‘Fitness for Everyone’: a news-style digital programme with the aim to encourage people to get more active through inspiring case studies, promoting physical activity across all ages to help improve the health of the nation. The programme will launch on National Fitness Day which this year will take place on Wednesday, September 21. It will be hosted by broadcaster and journalist Louise Minchin from the ITN London studios and will include stories from around the UK showcasing the benefit of physical activity. It will also look at the impact the pandemic has had on our wellbeing and how the physical activity sector has a vital role to play in the Government’s levelling up ambitions. Huw Edwards, CEO of ukactive, said: “I am delighted that ukactive will be working with ITN Productions to show the power of physical activity to improve the physical and mental wellbeing of the nation. “Launching this new programme on National Fitness Day this year is important, and this is one of the highlights of the physical activity calendar, which will see our members work hard to inspire communities across the UK to become more active – having a positive impact on the health of so many

people. “I hope this year’s event will again see participation levels hit another record and I am excited that ITN Productions can help promote the positive messages of National Fitness Day.” ‘Fitness for Everyone’ will raise awareness, champion partnerships and inspire people to get physically active by speaking to people who have used physical activity to change their lives. Exploring fitness in the workplace, the programme will look at what businesses can do to encourage fitness among their employees. It will also focus on how health pathways work, the vital role of the health and fitness sector, and how community grassroots initiatives are inspiring all age groups to become more active and have a happier and healthier lifestyle. The programme will be supported by an extensive communications campaign by ukactive and ITN Productions. It will feature inspirational interviews, news items and sponsored editorial profiles filmed on location. National Fitness Day 2021, on its 10th anniversary, increased participation on previous years, with 22.67 million people active on the day, according to figures from ukactive and Savanta ComRes. This came after a poll revealed that less than a third of Brits are happy with their fitness levels following Covid-19.

Advertiser’s announcement

Success at the show of the people DOES this sound familiar? “FIBO wasn’t anywhere near as big this year,” but also… “It took me 20 minutes to get from one stand to the next.” While the capacity was unsurprisingly reduced in post-pandemic show pandemonium, the biggest takeaway from FIBO 2022 was that we were all in desperate need of getting together, face to face, to talk, laugh, share and succeed together. Catching up with familiar faces and meeting new people along the way was at the heart of every interaction in the Koelnmesse’s capacious halls. Once again, Cologne played host to exhibition greatness, but product took a back seat. Instead, focus was on the people. It’s the relationships within this industry that have immediate impact and make the difference down the line – both in business benefit and service offering. Without our understanding, appreciation and empathy in everything that we do, we don’t offer the best service to our communities at any given

time. Seeing the wealth of relationshipbuilding and network nurturing going on at the Myzone stand throughout the entire FIBO event, we left the with such a glow of appreciation and warmth to be part of regions and markets that are genuine in care. Raising standards in fitness comes through sharing insights, ideas and approaches that none of us can fully embrace when working in silos. As we work together, we grow together and we become stronger together. These integrations, connections and even simple communications offer our staff, our members and our wider community so much more value in how they can interact with us and get the best opportunity to make positive behaviour change that lasts. Here’s to more shows, more conversations and more takeaways from events that raise the game of the fitness industry and bring the biggest benefits to everyone, everywhere. Wherever you are, thank you for being a part of that.

The leisure industry’s ‘one stop’ clothing and merchandise provider.

BESPOKE CLOTHING

BPL wins member experience award LEISURE operator BPL has won an award for its commitment to providing a high quality member experience. BPL, which operates facilities across Barnsley, Bassetlaw, Mansfield and Pontefract, was named joint first in the Best Member Experience Leisure Trust Category at the TRP Member Experience Awards, sharing the top spot with Tees Active. The win was based on the operator’s average Net Promoter Score across 2021 – the score between 0 and 10 which customers award after a visit to one of the sites. Scores between 0-6 are seen as detractors who are not particularly

satisfied with their member experience, 7-8 are passives and 9-10 are promoters who are loyal and highly committed to the company. Tom Galvin, regional manager and head of fitness at BPL, said: “We’re really pleased to win this award. “It feels like a genuine reward for the work we have done with our staff and sites around the Your Space brand and is recognition for everyone during what has been a difficult couple of years.” Over the last few years, BPL has invested heavily in the rebrand of its fitness sites to Your Space; positioning customer service and member experience at the heart of the brand.

Publishing manager: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk

Assistant studio manager: Scott Firth sf@scriptmedia.co.uk

Studio manager: Paul Hopkinson ph@scriptmedia.co.uk

Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia.co.uk

Every garment you’ll need to keep your business looking fit!

SPORTS SWEATS

LIFEGUARDS

BESPOKE DESIGN

OUTDOOR

TEA BAG TOPS

RETAIL

GYM WEAR

NAME BADGES

BRANDED MERCHANDISE Products that complement your brand perfectly.

BAGS

VENDING

www.workout-uk.co.uk

03.indd 1

HYDRATION

PADLOCKS

TOWELS

SHAKERS

Ask us about our range of ECO products including 100% recycled sports bottles

Please call 01202 473311 or visit www.taylormadedesigns.co.uk

22/04/2022 15:17

UK FITNESS SCENE

Landlords seeing potential of gyms as industry set to lead high street revival GYMS and health clubs are set to benefit from the reinvigoration of the property market post-pandemic, with leading health club provider Anytime Fitness aiming to open more than 20 new clubs in 2022. The UK’s largest fitness franchise is enjoying the change in perception of the health and fitness industry among landlords and property agents, with many of these openings to be in sought-after city centre locations which previously wouldn’t have been obtainable due to unsustainable rents. This is a view shared by global real estate advisor, CBRE, who are seeing landlords engaging with the health and fitness sector more collaboratively and seeing their potential as commercial tenants. Gyms are now seen as valuable additions to attractive retail mix ambitions of landlords. Despite gyms being closed for the first three-and-a-half months of 2021 and significant supply chain delays, Anytime Fitness opened 16 new clubs throughout the year and is set to surpass the 200-club landmark this year. “Having worked in the health and fitness industry for over 15 years, we’ve never been in a better place to access the property market,” said Ben Dixon, chief development officer at Anytime Fitness UK. “It’s fair to say that we’ve often been

04.indd 1

an afterthought when it comes to property and the likes of retail and hospitality have traditionally been the preference as commercial tenants. “However, we’re now in a position to open health clubs in properties that were previously beyond our wildest dreams, and we’re well placed to take advantage of that. “Our growth last year and ongoing performance has shown that health

clubs are an attractive investment opportunity and we’re looking forward to playing an important role in revitalising high streets across the UK and Ireland.” CBRE puts the health and fitness sector’s increased potential down to several factors, including the repositioning of retail assets as a result of the pandemic and in turn, landlords reassessing their options.

For many, combining commercial returns and wellbeing is now seen as a winning combination. “Rental values on strong-performing high streets and retail parks have traditionally restrained gyms from being able to trade there; higher rents, when combined with other property costs, were unsustainable,” added Adam Caplan, director at CBRE. “The pandemic has created a situation where rents have been rebased to be more affordable in many areas, making it more viable for gyms to operate there. “Add that to the sustained demand for health club memberships and the sector’s ability to be a consistent footfall driver and you can see why gyms and health clubs are seen as a long-term, viable occupier. “Some of the openings in the pipeline from Anytime Fitness really are testament to this – of which you perhaps wouldn’t have seen pre-Covid.” As well as city centre sites, Anytime Fitness is set to enjoy growth in a broad range of locations, including within business parks and shopping centres. As they look to rebuild after the past two years, shopping centres are looking to innovate to maintain footfall and increase dwell time within their locations, with wellness hubs comprising gyms and massage offerings an increasingly popular option.

22/04/2022 14:43

UK FITNESS SCENE

Nightclub inspired events hit the right notes A SELF-CONFESSED fitness fanatic has transformed a former warehouse unit into a unique studio, which transforms a trip to the gym into being part of an interactive event in a bid to help people across to Doncaster to shape up and shed their lockdown pounds. Complete with its own dance floor and disco lights, Built90 Fitness more closely resembles a nightclub, rather than a traditional gym. The unique business, which opened its doors in January, was pioneered by Michael Fraser after he secured start-up loan funding from alternative lending provider Finance For Enterprise. Today, Michael balances 15-hour working days, as well as working a secondary job as a postman to make his vision become a reality. He said: “I didn’t want to simply run a traditional fitness class, I wanted to create a type of experience that was closer to being part of a show; it’s a very different experience to a traditional gym. “My fitness philosophy is all about encouraging people to enjoy the time they spend exercising, enjoying the journey towards achieving their goals. “It’s all about helping people to improve their quality of life, and it’s not just about fitness, it’s about being part of a community. “Since launching my business in January, I’m now hosting between eight to 15 events per week. Each event is bespoke and tailor made to each individual client. “I called the business Built 90 because it took me 90 days from considering running my own business to opening the

05.indd 1

Michael Fraser with Gillian Pickard. doors of the gym.” Life could have been very different for the entrepreneur, who was on Doncaster Rovers’ books as a youngster. Keen to pursue a football career, Michael relocated to the USA in 2003, where he played and coached a team in Syracuse, New York, before securing a scholarship to play in Nevada, Las Vegas – a National Collegiate Athletic Association Division 1 University in the US. However, disaster struck and just a year into fulfilling his lifelong ambition, Michael found himself sidelined through injury and unable to play. To keep himself occupied as he recuperated and to help him regain his fitness, Michael started teaching spin classes within the campus recreational centre. Within a matter of weeks, his refreshing approach and fitness methodologies

saw the under-utilised class (only four students had signed up) achieve a waiting list of more than 30 people, desperate to tap into Michael’s winning formula. After completing his collegiate career, Michael left with a BA honours degree in Physical Education and Psychology and a M.E.D master’s degree in Athletic Administration and Sports Coaching, and in 2011, Michael returned to his native home town. Feeling dispirited and disillusioned he gave up on his dreams of playing professional football and even his beloved gym classes. After spending several years soul searching, he decided to see if the winning fitness formula and coaching methodologies he had created in America would be equally as popular in South Yorkshire. Michael secured a room in a local pub

and began running weekly spin and fitness classes. To his surprise he started seeing more and more people flock to the classes; however, his plans quickly skidded off course when the Covid-19 pandemic forced the closure of all leisure businesses. However, the success of his classes inspired Michael to begin making plans to launch his own fitness events company. Only one thing stood in his way… finance. After spending time researching different options to fund his business idea, Michael approached Finance For Enterprise for some help. Working with experienced business lending manager Gillian Pickard, Michael secured a £12,000 start up loan, which he used to secure a lease on an empty broken down industrial unit as well as investing in exercise bikes and gym equipment to enable him to host his daily fitness events and create his fitness vision. Keen to offer an alternative to a traditional gym environment, he added a nightclub feel with strobe, state of the art, disco lighting along with a dance floor, a music system and playlists to give it the ultimate vibe he was looking for, and he opened his doors in January – just 90 days after deciding to try his hand at self-employment. Today, Michael’s working day starts at 6am. Balancing the competing demands of running his fledgling business, as well as holding down a full-time job, he can still be found putting people through their paces until 10pm each evening.

22/04/2022 14:40

UK FITNESS SCENE

Samantha Babcock says Dave McGlinchy’s sessions have helped her regain her confidence.

Operator steps up to help long Covid sufferers A FIT and healthy mum who went from going to the gym three times a week to struggling to walk up the stairs has hailed the long Covid recovery programme at Life Leisure. Sam Babcock, 53, caught Covid more than a year ago while she was working as a learning support assistant in a primary school. She said Life Leisure’s specialised exercise classes for residents suffering from long Covid have worked wonders on her fitness and self-esteem. Mum-of-three Sam, from Romiley, said: “Long Covid left me feeling extremely isolated – no one knew or understood how I was feeling. “I had gone from going to the gym three times a week to hardly being able to manage a short walk. I also had a problem with severe fatigue and brain fog.

“When the long Covid clinic suggested I enrol on Life Leisure’s scheme I was worried. “My anxiety, which had been heightened since Covid, and my confidence was extremely low. “But I was so glad I did. From the initial consultation on the phone Dave made me feel at ease. “I was able to exercise at a level and pace to suit me with no pressure, as well as speak to others who are going through the same thing. We can chat and share experiences, help each other along and share our journey to recovery.” She added: “Not only have I made friends but my confidence is growing, I feel better about myself and my recovery is progressing. “These sessions are an hour where I feel like ‘me’ again. “I can’t thank Dave and the team

enough for their patience, help and support.” Life Leisure, which runs 11 centres across Stockport, has supported hundreds of Covid patients across the town during the pandemic, running online exercise sessions and providing activity packs to help keep active. Now gyms are back in action, the leisure provider is running free fitness classes in partnership with SMBC and Stockport CCG to help patients suffering from long Covid build up their strength. Dave McGlinchy, physical activity coordiator at Life Leisure, said: “Our low intensity sessions – which last between 30 and 60 minutes – are designed to help patients build up their strength, energy and confidence through guided exercise, and hopefully have fun while doing it.” He added: “All our sessions are carried

out by qualified instructors and carefully designed so that individuals can dictate their own levels of movement on the day. If you are struggling with long Covid and would like to take part in our sessions you can self-refer, or speak to your GP who will carry out an initial assessment and refer you to the scheme.” The classes take place at Houldsworth Village on Tuesdays at 11.15am, and Life Leisure Romiley on Thursdays at 1pm. Anyone wishing to take part needs to be referred through the Physical Activity Referral in Stockport system, a partnership between Life Leisure and Stockport GPs. Those who do not meet the requirements for referral through the PARiS scheme are encouraged to visit their local Life Leisure centre to discuss alternative options.

Advertiser’s announcement

Gym equipment installation and transformation at JD Gyms Bury SERVICESPORT is ISO 9001:2015 accredited for the supply, maintenance and installation of fitness equipment and has a comprehensive safety policy to ensure work is carried out responsibly. All of our installation team are fully trained to assemble and disassemble fitness equipment safely and efficiently. Our team is also security checked to work on secure sites such as police bases, military sites or in schools. We have more than 10 years of experience in designing gym layouts and installing equipment efficiently. Our specialist 3D design software gives you the opportunity to view your facility and its potential before the installation process begins. We provide total gym installation services, from fitness equipment delivery and assembly to final removal or gym equipment relocation. In addition to this, we offer a seamless service to ensure your gym or home is safe from disruption. The ServiceSport team recently completed a full equipment install at Bury’s new state-of-the-art JD gyms. Within the space of just two days, our skilled resource of technicians and installation crew were able to provide

06.indd 1

equipment delivery and setup along with all other related logistical needs. The gym equipment delivery was further supported by our network’s shared fleet of high-tech specialised vehicles. All of our vehicles – from small vans to large trailers – were equipped with straps and padding to ensure even unpacked fitness equipment could be transported safely. The varying sizes of specialised vehicles allowed fitness equipment of all sizes to be easily transported and installed into the gym. The incredible new 24-hour gym boasts hundreds of pieces of top-quality cardio and strength equipment and recently celebrated its grand opening. So far, the feedback from visitors has been overwhelmingly positive. From the impressive visuals to the amazing range of equipment, we are proud to have been involved in such a massive project and provide another fantastic place for people in the North West to train. If your facility requires the installation or relocation of kit, please get in touch with our team today. T: 01257 264738 E: info@servicesport.co.uk

22/04/2022 10:24

“More than doubled our existing membership base, grossing almost £500,000 in memberships sold in only 7 weeks” Rena Spa London Need new members?

CREATIVE FITNESS MARKETING

We provide a specialist marketing solution to Health Clubs around the UK who are looking to increase the membership base, monthly cash flow and profitability of their health clubs. Our campaigns are designed to attract the inactive segment of your local community to become members of your facility. We provide the expertise, the marketing and the sales staff, so all you CFM helpnew your club need to do is lookcan after your members.

Need new members?

increase monthly revenue by getting you 200+ new members in 6 – 8 weeks, without any financial outlay from you. We provide the expertise, the marketing and sales staff so all you need to do is look after your new members. Having worked with hundreds of clubs in the UK we understand the importance of Protecting your brand & building a trusting relationship with our clients.

To find out more, request a free information pack at www.cfm.net, call us on 0115 777 3333 or scan the QR code with your camera app.

UK FITNESS SCENE

The future for gyms post lockdown By Louie Fecou

AS FAR as the fitness industry was concerned, the lockdown had a devastating effect on business. As well as the actual closure, the aftermath and restrictions were just as bad. Track and trace, social distancing and eventual public hesitancy was unfortunately too much for many facilities, and some just found it impossible to continue operating. While the media focussed on high street trade and pubs and clubs, there was not too much coverage of the massive impact that closing fitness facilities had on the general well-being of a large percentage of the population. Gym closures left many bereft of not only their fitness needs, but their social ones too. As the problem of mental illness continues to rise in the UK, the closing of gyms and fitness facilities only exasperated the problem and the question now is can we return to normal? There is no denying that the fitness industry was massively impacted by the lockdowns, however, it is good to see that many have now reopened and continue to try to re grow their membership. The most obvious problem with the closing of gym facilities was membership and how to handle the crisis. Many froze memberships, keeping

08.indd 1

the customer’s payment details ready to be reactivated when the doors could open again, however, customers looking to keep their finances in order in unprecedented times, took the time to cancel any payments that were considered by them to be luxuries. Gym memberships are often cited as one the first regular payments to be cancelled when the nations belt’s needs tightened, so gyms were faced with an uncertain future as restrictions were lifted. With lockdown regulations often drip fed into society, gyms slowly returned to trading, but the need for social distancing meant often

debilitating pre cautions having to be introduced. Screens between stations, booking systems to stop over crowding, constant cleaning and of course, finding staff willing to work, was problematic and let’s face it, a logistical nightmare, and gym owners and managers must have spent many weary nights trying to negotiate with the constantly moving goal posts of regulation. Somehow though, gyms are most definitely back, and if you have managed to find a way through the maze, then take a bow. With the industry rebounding, it seems that this is perhaps a revitalisation for facilities that we

should take full advantage of. Although in Scotland, at the time of writing, mask mandates are still in place, gyms are once again open for business, and quite right too. We all know the social advantages of gyms, there are many papers on the subject, but perhaps facilities can proudly advertise that their space is there to help people in many different aspects of their lives, with fitness being the draw, but the social aspect, and the state of the mental health of the nation, being just as important. Moving forward with the current situation, there may be a rebranding of gyms that will lend itself to not only keeping our muscles, hearts and lungs healthy, but offering a sanctuary for clients that may need a place to socialise, meet friends and improve their own mental health. The lockdown has shown that people need to integrate and socialise, and your gym may be the best place to do this in. Encourage members to return, and integrate new clients by being a safe place to meet, a friendly environment to visit and an exciting and vibrant venue to be part of. We have all been affected by the lockdown, and the way forward is to make sure our gyms can become central premises in the hearts of every community. n Louie Fecou is the owner of a facility in Scotland that specialises in group exercise. He has more than 30 years’ experience in the industry.

22/04/2022 14:55

UNLOCK MORE FOR EVERY MEMBER Inspire positive change, create a fun environment and reward every member, every MEP of the way.

myzone.org | info@myzone.org

Scan QR code to find out more

UK FITNESS SCENE

Leisure centre is acclaimed for its energy efficiency measures ENERGY efficiency measures recently introduced at Burntwood Leisure Centre were highly applauded at the West Midlands Energy Efficiency Awards for projects managed and installed by Leisure Energy – on behalf of Lichfield District Council and Freedom Leisure. They were named joint winners of the large scale project at the ceremony with other industry experts in attendance. The leisure facility in Lichfield was constructed in 2002, and despite some remodelling and previous energy efficiency works having been undertaken in 2018, further measures were needed to reduce carbon emissions and lower energy costs to enable the centre to assist with Lichfield District Council’s net zero ambitions. There was no true renewable technology within the building, lighting levels were poor within some areas and the boilers were coming to the end of their usable lives. Councillor Iain Eadie, Lichfield District Council’s cabinet member for economic development, leisure and local plan, said: “We are delighted that Burntwood Leisure Centre has been recognised in the West Midlands Energy Efficiency Awards – it is a great achievement. “The energy-saving measures, both inside and outside, will reduce the

centre’s carbon emissions by more than one third contributing to our net zero targets and we wish to thank Leisure Energy for delivering them to the centre on behalf of Freedom Leisure and the district council.” The energy saving measures that have been undertaken include: n An air source heap pump – a 350kWth ASHP with a 500-litre hot water storage

tank. n An array of 182 photovoltaic solar panels on the roof to provide electricity to the centre. n 182 new LED lighting fittings and low energy lamps were replaced in changing rooms, corridors and rooms improving illumination levels and enabling Intelligent lighting via controls, such as daylight sensing, were used where

possible. n Externally, 22 light fittings were replaced in the car park and the allweather pitch lights were upgraded from standard metal halide. Consequently, these measures will lead to a reduction of Burntwood Leisure Centre’s annual carbon emissions by nearly 260 tonnes or 37 per cent (the equivalent to the CO2 emissions from the motors of 137 cars) and gas consumption savings of 55 per cent – significantly lowering energy costs. Funding of £1,062,575 for the equipment installation was secured via the public sector decarbonisation scheme. Ivan Horsfall Turner, chief executive officer of Freedom Leisure, added: “Minimising environmental impact is a priority for Freedom Leisure right across our organisation and we are very pleased to see the energy efficiency measures at Burntwood Leisure Centre applauded at the recent West Midlands Energy Efficiency Awards. “The work completed by Leisure Energy in this project has resulted in some excellent environmental outcomes and we will continue to support and work alongside our partner Lichfield District Council to achieve further improvements.”

Advertiser’s announcement

No two days are ever the same in the life of a ServiceSport UK engineer SERVICESPORT is the UK’s leading gym equipment service provider. We offer a wide range of gym equipment services including service and repair, equipment refresh, upholstery, electronic repair, logistics and installation. We are the UK’s specialists in supplying, servicing, and remanufacturing all the world’s best gym and fitness equipment brands. As an extension of our services, we can design your gym facility alongside stocking and supplying over 50,000 equipment parts, making us Europe’s largest equipment parts supplier. At ServiceSport, our field service engineers provide a pivotal role in the company’s day to day operations. No day is the same in the life of a field service engineer. There are many tasks that the majority of our engineers will have to complete as part of their day-to-day work. We have multiple engineers based across the UK who provide an efficient service to all accounts within their assigned area. Our CONDO trained engineers are security cleared and are always ready to be deployed overseas to conduct servicing and maintenance work. This has included recent trips to Cyprus and Estonia in order to complete work for the Ministry of Defence and support service personnel overseas.

10.indd 1

The ability to diagnose and repair different makes and models of equipment, while proactively covering technical and customer issues is one of the most important aspects of working as a field service engineer. Our engineers must be able to establish and maintain proper business relationships with customers and peers as well as performing necessary administrative duties on our online management system. Our online management system is an integral part of the day-to-day operations for a field service engineer. Each engineer carries a computer tablet giving them access to all the latest diagnostics, equipment updates, and schematic diagrams. All work carried out is inputted into their tablet and cross referenced to each machine so a clear history of work can be drawn up on every single piece of equipment our engineers work on. Our engineers are linked up to the technical department at our head office for further support should they need it. They also have full access to their schedule and van stock for upcoming jobs. Keeping a well-stocked van is essential for minimum equipment downtime. It also ensures that our engineers can get to you as soon as possible and fix equipment during their first visit.

For more information on our field service engineer job roles, contact our team today. T: 01257 264738 E: info@servicesport.co.uk

22/04/2022 11:52

CHALLENGE WORKOUT

A North East fitness expert has been putting people of all ages and abilities through their paces on Tynemouth’s Longsands beach for more than 15 years. Dominic Musgrave went on a glorious Sunday morning to find out more.

David proving doubters wrong with success of his beach bootcamps DAVID Fairlamb has built up a loyal and committed following who turn out on Saturday and Sunday mornings to the stunning North East location for a workout whatever the weather. His pay-as-you-go Beach Bootcamp workout sessions consists of aerobic and bodyweight exercises designed to suit every fitness level, and he can regularly attract around 100 people who work at their own pace. David told me that people laughed at him and asked him who in their right mind would choose to train on a windswept, freezing cold beach in the North East when he first mooted the idea of running the classes. So far he has never had to cancel a session and the sun was thankfully shining when I joined a class, which began with a range of stretches to get

12.indd 1

the body warmed up. David is currently not using any equipment in the sessions due to Covid, but the wide variety of exercises for the whole body mixed in with runs and sprints soon had the heart beating and the sweat flowing. What struck me was just how welcoming and encouraging everybody was – the classes are designed so that there is no sense of competition and everybody doing it had a smile on their faces. There’s a social aspect to the sessions too as many who take part then head for a coffee at a nearby beach cafe afterwards. The 45-minute class flew by and ended with the infamous two laps of the ramp from the beach up to the top of the cliff to really finish me off before we did one final set of stretches.

The group is fun, different and left me feeling inspired and energised, with that wonderful feel good factor at the end of the session. David’s passion for fitness comes across in spades, and prior to lockdown he hadn’t missed a single Saturday bootcamp in all of the years that he had been running them. Even when Covid restrictions meant that he wasn’t allowed to run the sessions on the beach, he still made sure he kept in touch with his clients and their families by running them over Zoom from his own living room. As well as running the highly successful beach bootcamps, David has also transformed a warehouse in nearby North Shields into a gym complete with the country’s first custom-built VersaHub featuring 10 Versaclimber machines.

He was forced to move to a new site after he lost his existing gym due to the closure of the nearby Queen Alexandra Sixth Form College but, thanks to a lot of blood, sweat and tears, the future is now bright. The soundproof facility features a bespoke lighting and music system put together by one of David’s friends who works in the events industry to create a fully-immersive experience. He runs a range of exclusive 30-minute classes for people of all ages throughout the week that book up fast, as well as one-to-one sessions. David was recommended the Versaclimber to help with a spinal disc injury as the machine is nonweight bearing, meaning less pressure on his joints and back, and he has never looked back.

22/04/2022 09:22

UK FITNESS SCENE

Advertiser’s announcement

Take your training outside this summer RECENT events have seen a huge increase in awareness of the importance of getting outside and exercising outdoors. People feel more confident to train outside, and although bootcamps have been around for years, outdoor training is progressing. Indigo Fitness are leaders in creating intelligent training spaces for health and fitness facilities. They have been developing outdoor solutions for years for the military sector, but more recently the fitness sector has benefitted from these concepts. These improved outdoor training spaces are a huge selling point for operators and remove the barriers previously associated with outdoor training – the feedback being increased engagement with members creating a new community within facilities. With space also at a premium, this outdoor option now allows for expansion without the massive outlay of building a permanent structure. IndigoFitness has created the ultimate outdoor training experience at Abbey Stadium Sports Centre. A leisure facility that includes pools, a fitness suite, a multi-use sports hall and football pitches now includes an outdoor functional fitness training space. The aim of this project was to improve and expand the leisure products and services that Abbey Stadium already had to offer. Creating an outdoor training space that could be used for multiple training types, with the option to have

n 32mm Duratrain impact flooring. These are perfect for protecting the subfloor from weights being dropped as well as bars and bumpers being used. n Custom manufactured turf which clearly marks training areas and Rubicon’s logo branded in the centre. n Two lane 25m long turf track that allows for endless options of sled and plyometric work.

multiple classes running at a time. Most importantly, the outdoor facility needed to allow for training outside 365 days a year. The IndigoFitness solution The IndigoFitness design was based around two 20ft containers. The containers not only provide storage for the gym equipment but also divide the space into two distinct areas that can be used simultaneously for separate classes or at one time for a larger class. The equipment is protected by

insulation fitted to the inside of the container and lighting is provided inside. To prevent the British weather from impacting outdoor activity, IndigoFitness designed a unique feature for this project – a PVC dome canopy that provides shelter to a CrossFit and functional training area with a freestanding functional training rig as the centrepiece. The canopy includes lighting underneath which allows training to continue into the night. The outdoor flooring solutions includes:

The result This project was worked on right from the initial design phase all the way through to manufacture, delivery and installation. Every single element was thought through and provided by IndigoFitness. The outdoor training space does not simply provide space for overflow classes but provides the leisure centre with a true destination training space that will open to them additional revenue streams, classes and avenues not previously available to them 365 days of the year. “The outdoor training space has since had and outstanding impact on the business,” said Abbey Stadium Sports Centre general manager Scott Brinkworth. “It’s added a different dimension to our current membership offer which has had a significant impact on the retention of our members. “We are now offering functional training classes that are fully booked every week.” www.indigofitness.com

M Y G R O O D T OU FOR IDEAS ER 2022 M M U S TRAINIENSG SPAC

Wherever you have under-utilised outdoor space, there is an opportunity to take one of our solutions and offer something extra to members. Get in touch for a free design consultation!

WWW.INDIGOFITNESS.COM 01455 890 100 | SALES@INDIGOFITNESS.COM

13.indd 1

22/04/2022 12:02

UK FITNESS SCENE

Advertiser’s announcement

Taiwan Excellence to host Smart Fitness online product launch FOUR winners of the prestigious Taiwan Excellence Award will showcase their latest fitness products at 10am BST on May 24 in a webinar organised by TAITRA, Taiwan’s leading trade promotion organisation, and Taiwan’s Bureau of Foreign Trade, Ministry of Economic Affairs. The event will feature opening remarks from Leonor F. M. Lin, president and CEO of TAITRA, and Paul Yang, president of the Taiwan Sporting Goods Manufacturers Association. Next up, Johnson Health Technology, Dyaco International Inc., Netown Corporation and WiseChip Semiconductor Inc. will each present their newest innovations. Kicking off the product launch, Johnson will introduce its Connected Solutions and Virtual Training Cycle. Next, WiseChip will share its Smart Cycling Glasses and Dyaco will present its XTERRA Fitness TRX5500 Folding Treadmill. Last but not least, Netown will introduce its Smart Fat Burn Heart Rate Monitor Bike, AI Precise Four Limbs Coordination and Muscle

14.indd 1

Strength Trainer, and its Precise Grip Strength Trainer. The Taiwan Excellence symbol honours Taiwan’s most innovative products. Products bearing this symbol have been selected for specific Taiwan Excellence Awards based on their excellence in design, quality, marketing, R&D and manufacturing. Initiated by the Ministry of Economic Affairs, R.O.C. in 1992, the Taiwan Excellence symbol is recognised by 106 countries. The Taiwan Trade Centre in London is TAITRA’s Northern European office. The Centre offers free sourcing assistance and helps buyers to connect with suitable Taiwanese suppliers, according to their sourcing requirements. TAITRA is also the organiser of the Taipei International Sporting Goods Show and the UK office is on hand to answer any questions about visiting the show. To register free of charge for the Taiwan Excellence smart fitness product launch visit https://events.taiwanexcellence. org/smartfitness2022/

22/04/2022 13:23

UK FITNESS SCENE

Advertiser’s announcement

Technogym Ride: the first indoor bike connected to the most popular apps Bespoke professional training sessions for cyclists and triathletes, now on the gym floor with Technogym Ride all-in-one bike THERE are tens of millions of cyclists in the world, including 50 million in the United States alone. They all dream of riding their bike on Alpe d’Huez, in the Dolomites, or Icelandic highlands. Technogym Ride is the first bike featuring a 22-inch screen that allows cyclists to dive into an unprecedented immersive indoor experience and offers fitness clubs and hotels the opportunity to attract a new huge customer target: the ever-growing cyclist community. With its integrated 22-inch console, Technogym Ride is the first bike to offer direct access to cyclists’ most loved apps, including Zwift, Strava, ROUVY and TrainingPeaks;

16.indd 1

entertainment apps such as Netflix and Eurosport, and to a complete range of training programs and experiences, designed to improve your performance outdoors (or on the road). Technogym Ride was born from Technogym’s passion for cycling, designed together with cycling champions to offer a unique training experience to amateurs and professionals. The company has collaborated with cycling champions for over 30 years, starting with Gianni Bugno’s MG-Technogym professional team in the 1990s and since 2000 as official supplier to the Olympic Games. This bike is designed to simulate

an outdoor cycling experience and replicate real-world routes and inclines. The training sessions offered by Technogym Ride challenge you to reach the proper power zones and to ride using Technogym Ride gears on dozens of virtual routes, including the world’s most legendary hills. Alternatively, you can choose the exclusive TNT (Technogym Neuromuscular Training) programs, developed by the Technogym Research Centre to improve both metabolic and neuromuscular qualities, or you can set up a completely customized training plan based on your personal goals. From a biomechanics point of

view, Technogym Ride is equipped with a real gearbox and gives you an incredibly realistic cycling feeling compared to your outdoor bike, with a very fast reaction time: from 0 to 1,000 watts in half a second. Technogym Ride is quiet and ideal for home training; thanks to the V-shaped frame structure suits sizes from 50 to 58+. The adjustable pedal cranks can be set into three positions and the “Fast Buttons” allow users to easily access the various training modes (constant power, incline, FTP percentages) and positions of use. Discover more at www.technogym.com/workout3

26/04/2022 10:18

THE FIRST ALL-IN-ONE BIKE

With Technogym Ride just connect and start pedaling, no setup needed. With all your favorite apps right at your fingertips, you’re ready to ride.

Call +44 1344 300236 or visit technogym.com/workout3

17.indd 1

26/04/2022 10:19

Unlock the power of effective marketing for your fitness business Gyms, pools, studios and leisure centres are having to deal with a major loss in both revenue and footfall caused by the pandemic, leaving many operators on the brink of survival. Whether you are from a small independent gym or a large operator with numerous sites, all businesses in the fitness industry have the same objective and are facing the same challenges. The best possible marketing campaign to make your business the most attractive to potential new members has never been more important, and this is where we can help. At Script we know fitness, backed up by more than 20 years of serving the industry through Workout magazine, as well as the highly successful National Fitness Awards that are now in their 12th year. With our knowledge and expertise of the industry, Script Fitness Marketing from Script is with you every step of the way and we can tailor a marketing package to save you time and to suit your needs and budget.

Powerful Print

Perfect PR

Bold Branding

Professional printed matierials for your care home such as;

Our team of experienced journalists and PR specialists can offer;

Show your professionalism and a consistent brand image with;

• Brochures • Indoor and outdoor banners • Flyers / leaflets • Posters • Letterheaded paper and compliment slips • Business cards

• Press release writing

• Logo design • Full brand guideline development • Existing brand refresh • Branded merchandise such as pens, mugs, clothinge etc. • Social media graphics and content

• Social media post content writing • Copywriting • Blog / newsletter content writing

So what are you waiting for? It is vital that your fitness business stands out from the crowd to attract new members and staff. Who better to help you do this than the team behind the country’s most successful B2B magazine for the industry. We’ll take away the hassle and provide professional marketing which will deliver results for your business. Based in Yorkshire, we have an award-winning team that prides itself on producing a range of top-quality work at competitive prices. To find out how we can help your business, contact Dominic Musgrave today by calling 01226 734407 or email dm@scriptmedia.co.uk

18.indd 1

26/04/2022 13:41

UK FITNESS SCENE

Advertiser’s announcement

Where do you start with gym refurbishment? EVERYTHING has changed hasn’t it? You aren’t the only one thinking it. How we work, play, holiday … even going to the gym. It’s something all of us are still getting our heads around. Long gone are the days of wondering how many members you can squeeze in per piece of equipment or how many pieces of equipment you can pack in a gym. Restrictions may have mostly disappeared but Covid-19 has not. People demand space. So how do you make a profit? Kate Fearon, a fitness expert from gym equipment comparison site, FitnessCompared, said: “Today you need to think outside of the box and create spaces that allow members to feel safe and empowered to do their own workouts. “People need environments which are clean with fresh air and, if possible, natural light. Think about physical and mental wellness not just fitness. “If in doubt, we can provide expertise to help you answer the questions and establish what your new fitness concept will look like and the best equipment solution for your needs.” The pandemic prompted consumers to prioritise their health, with 50 per cent focusing more on wellbeing, according to the 2021 Global Fitness Report. More than 82 per cent regularly exercise (or soon plan to).

This presents latent growth opportunities for fitness providers as Covid restrictions recede and clubs return to full capacity. The key is identifying the groups your club is best placed to target. Ask yourself: n What is it you’re trying to achieve with your fitness offering? n Who is your market and who do you want /need it to be? n Who and what is your competition? n Do you want to be different, better,

Gym Wizard has over 30 years’ experience in the health + fitness sector, providing on-site gym equipment + furniture upholstery solutions.

cheaper, more inclusive? n What’s hot, what’s not, what’s here to stay and what’s different now? Do your research. For example, the pandemic has spawned a new generation of newbie fitness fans who have taken tentative first steps into fitness and are now deciding what comes next, with 27 per cent of regular exercisers describing themselves as ‘absolute beginners’. Get your spaces to work better

for you – encourage use of studios during non-class time by providing virtual classes on demand and free open, quiet spaces for mindfulness and recovery time. Create group training in the gym with equipment and space that is fun, functional and effective. Why sit on a piece of single station strength equipment when you could be working with a multi-directional cable in a group? Functional rigs, suspension training, HIIT workouts have never been more popular. Consider the impact that rows of power-guzzling cardio equipment is having on increasingly high energy costs. How important is it to you to be more energy and ecologically aware in your fitness offering? Have you considered equipment that puts energy back into the grid? Consider the sporting legacy of your communities – what can you offer young adults who could be the Olympians and paralympians of the future? Give them the opportunity to train in your facility. Offer power bikes, safe spaces to train on racks with free-weights and plate-loaded. For more free and impartial advice on how to create the perfect gym contact the experts at FitnessCompared on info@fitnesscompared.co.uk or call us on 01612 412718.

TIONS

LSTERY SOLU

O ON-SITE UPH

Operating from our unique mobile workshops, we work quickly to repair and reupholster equipment, limiting the number of machines out of action and without causing mess, noise or disruption.

On-Site Specialists Pad Exchange Service Pad Manufacture Logo Embroidery

Call 01535 633100

info@gym-wizard.com www.gym-wizard.com

“Fantastic service as usual. Would highly recommend Chris and his team.” WAVELENGTHS

19.indd 1

25/04/2022 08:43

UK FITNESS SCENE

Advertiser’s announcement

Elevate returns to the ExCel in June THE industry is eagerly awaiting the return of Elevate, which will take place on June 15 and 16 at ExCeL London. Having waited since 2019 for an edition, thousands of decision makers from gyms, health and sport clubs, local authorities, sports therapy, universities and schools have already secured their free trade ticket for the UK’s largest physical activity and fitness trade show. With the sector clearly keen to get back to face-to-face business, visitors will be able to take advantage of meeting more than 250 exhibitors, trying and discovering thousands of product innovations as well as learn from talks, demos and workshops from more than 200 speakers across seven theatres.

Education programme Thoroughly researched and independently developed, the Elevate 2022 speaker programme remains the largest live learning opportunity for the fitness industry and physical activity sector. Contributed to by hundreds of thought leading organisations representing public and private interests the entire programme is both trade only and free-to-attend thanks to Elevate supporters, sponsors, exhibitors and Future Fit, the Elevate education partner. Tom Godwin, group operations director at Future Fit, said: “We firmly believe in the power of education and how by developing the workforce we can support change in whole communities. “Elevate recognise this and place a clear emphasis on creating an environment that is focused on the

20.indd 1

development, and growth of the sector. “This is why we feel Elevate is such an exciting event, one that has grown and developed over the years. It has embraced the changes in the sector, brought people together, sought to promote innovative ideas, and really helped to support all those involved in the industry.” More than 250 exhibitors Elevate 2022 will feature exhibiting companies from right across the physical activity and fitness sector. Exhibitors include Active Edge, Apex Rides, BlazePod, BodyTone, Box12, CIMSPA, Core Master, eGym, Eleiko, Gantner, Hippo Leisure, Hussle, Indigo Fitness, Innovatise, Legend by Xplor, LesMills, Matrix, MyZone, Orbit4, PlayFinder, Poolview, Power Plate, Rocktape, Shapemaster, Swim England, SwimTag, Third Space, Wattbike, Xenios USA, Xplor Fitness and Wellbeing and many more. Product innovations at Elevate Here is sneak preview of just a few of the products you can discover this June at Elevate… Technology in Motion – Freemotion The CoachBike™ is a centre-piece

of the immersive and interactive, content-driven 22 SERIES cardio line-up. The CoachBike delivers a gamechanging, interactive coach-led training experience for riders. Utilising the iFIT digital platform, CoachBike features thousands of coach-led workouts that bring both high-intensity studio classes and outdoor cycling experiences to the gym floor – entertaining, engaging and retaining members. New to the UK – FitWay Fitway is a perfect mixture of futuristic and easy-to-use technology. They offer end-to-end software and hardware solutions to increase revenue by improving engagement and increasing retention at the centre. The FitWay ecosystem which consists of face recognition access control, smart weight scale, smart mirror, virtual trainer, group heart rate training system, and online training platform acts as a guidepost for improving users’ fitness experience – no matter where they are. They deliver an amazing experience to gym/online members to help them make fitness a habit. They also customise the solutions to meet your requirements as per your need.

Resamania – Xplor Resamania is a flexible, all-in-one gym management software solution that brings together software, membership payments and access control to make running your fitness business easier and more profitable than ever. Run all aspects of your business from one intuitive solution, creating less admin, less room for error and giving you a complete real-time 360-degree view of your members. Stand out from the crowd and offer members an experience they just can’t get elsewhere with features that put them in control and drive engagement.

Fusion HIIT Bench – Jordan Fitness Designed and manufactured in the UK, the Jordan Fusion HIIT Bench offers a three-in-one multi-functional training station; weight bench, plyo box and storage unit. For gyms and boutique studios looking for space-saving workout station as part of their fitness class or PT provision, not only does the HIIT bench offer storage for five pairs of dumbbells, two kettlebells and a medicine ball or studio barbell plates, it also adds value with rope and resistance band attachments with an optional core trainer available too. Catering for small group HIIT training through to dedicated strength classes, this moveable fitness bench can be conveniently tucked away to make space for additional fitness classes. For more information, including exhibitor list and agenda, and to book free trade tickets visit www.elevatearena.com

26/04/2022 15:39

The UK’s leading trade event for physical activity, fitness and sport Exhibiting and supporting companies in 2022 include:

250+

8000+

200+

exhibitors

industry professionals

speakers

FREE REGISTRATION OPEN www.elevatearena.com

UK FITNESS SCENE

ukactive report reveals largest national Covid safety data set THE UK fitness and leisure sector has reported the most comprehensive national Covid-19 safety figures for the industry in Europe, in a new report published by ukactive. The release of the report follows a meeting when ukactive joined representatives from the arts, sports, heritage and leisure sectors to support the upcoming UK Covid-19 public inquiry. Huw Edwards, CEO of ukactive, said: “This report shows the power of our sector when it unites, to drive public health outcomes, to improve standards and to lobby collectively for a fitter, stronger nation. “The UK has set the benchmark for Covid-19 reporting, thanks to the largest sector safety data monitoring operation in Europe, allowing us to analyse more than 240 million visit data points and shine a light publicly and politically on a sector that is both safe and essential. “The past two years have been incredibly challenging for our members and I want to thank them for their unity, collective evidence and support behind our cause. “We want to take these lessons forward, to further enhance our

ukactive CEO Huw Edwards information sharing and collaboration to support, protect and inform the sector so that together we can achieve our shared ambition for growth.” The new summary report, titled ‘Safe and Essential’, shows extremely low rates of Covid-19 among people using fitness and leisure facilities throughout the different phases of the pandemic, using data aggregated from thousands of ukactive members across the UK. Total figures from the ukactive Research Institute show 241,154,977 visits to facilities from July 25, 2020 to February 27, 2022, but just 2,605

reported cases of Covid-19 among visitors, meaning an overall rate of 1.08 cases per 100,000 visits. The case rate is based on a user making one visit to a facility while infected with Covid-19 (with facilities including a mixture of gyms, leisure centres and boutiques, and different operating models, including private multisite chains, public leisure trusts and independent operators and studios). The figures tell the story of the sector’s safety reporting throughout the whole of the pandemic to date. By combining stringent safety measures with weekly data, the sector was able to reopen at the earliest possible phase in the Government’s roadmap last year, with facilities opening on April 12, 2021, ahead of other sectors. Gym and leisure centre operators were well positioned to capture real-time data effectively, based on membership details held within their databases, as well as recording details for all users, in line with relevant data protection requirements. This allowed quick and relevant contact tracing if there is a case reported by someone who has visited a facility and then gone on to test positive. The data provided by the sector was

used in comparison to rates among the general population to show the relative safety of facilities to the Government and its advisors. It was instrumental in the public campaign delivered by ukactive and members throughout the pandemic, urging the Government to allow facilities to remain open for as long as possible in order to play their essential role in supporting the nation’s health and resilience. A full timeline within the report reflects five phases of the pandemic in total, with the sector lobbying for financial support at each stage of closure and restrictions. The data formed part of a four-stage strategy by ukactive which also included the development of an industry-wide safety framework for operators to reduce the spread of the virus; business modelling to demonstrate the potential for financial difficulties, reduced services and closures; and policy support for members. ukactive will continue to work closely with the Government to monitor population level case rates, ensuring a clear and efficient process remains in place to re-open its safety data reporting mechanism if and when required.

Advertiser’s announcement

The Gym Wizard mobile on-site upholstery team repairing and installing pads at an Everlast gym.

Helping the nation’s gyms stay trim WITH more than 30 years of experience, Gym Wizard certainly knows its way around the health and fitness sector; re-upholstering everything from gym pads to seating solutions and a range of medical-grade furniture. The upholstery specialists offer affordable on-site gym equipment and furniture solutions with minimum disruption to businesses. A nationwide fleet of mobile workshops provides services for clients across the UK, and with a typical gym able to undergo a full refit in less than a day, owners can be confident that their equipment will be swiftly returned to operation. Recognised for their expertise with the award for best gym equipment upholstery specialists at the SME Northern Enterprise Awards last year, the company counts some of the most

222.indd 1

prestigious gym operators, sporting clubs, councils and universities in the country among their clients. One such client is Everlast Gyms, with 59 health and fitness centres located nationwide. Mark Knight, head of fitness projects at Everlast Gyms, has been using Gym Wizard’s services for centres around the country for the past five years. He said: “We primarily use Gym Wizard’s on-site service, though also sometimes take advantage of the inhouse manufacturing for large jobs and to reduce gym downtime. “The service has been fantastic. The team are excellent and the quality of the workmanship is absolutely tip-top.” Mark added that the Covid pandemic has heightened the need to quickly repair damage to pads. It’s also meant ensuring the best materials are

specified for the reupholstery work. “Compared to other suppliers, the response time that we get from Gym Wizard, and the amount of gym downtime is greatly reduced,” he said. “We’re also specifying a better quality of material that helps reduce the spread of viruses.” Gym Wizard managing director Chris Medley said he has seen a marked increase in the requirement for medicalgrade vinyl and fabric. “Rips and tears in gym upholstery, however small, allow both bacteria and viruses such as Covid-19 to survive,” he added. “Anti-microbial fabrics and vinyls are treated with a permanent germ-free solution that destroys bacteria on contact. “This helps eliminate the risk of human contamination from the material

and offers peace of mind to both the gyms and their members.” The firm offers a wide range of standard materials that are fire, stain and water-resistant, and can colour-match new repairs to existing equipment. A fresh new look can often be one of the best ways to catch the eye of prospective customers, with the process of repairing and re-covering gym equipment quicker and more costeffective than it may initially appear. “We provide customers with a range of options, with all of our pads tailormade to suit requirements,” added Chris. “Clients are increasingly choosing two-tone colour schemes and personalised branding.” For more information call 01535 633100 or visit www.gymwizard.com

22/04/2022 12:27

UK FITNESS SCENE

Advertiser’s announcement

Hotel and Spa gains over £450,000 in gross membership revenue using CFM ARDOE House Hotel and Spa has gained more than £450,000 in gross membership revenue using Creative Fitness Marketing to increase the members of its health club. It is no easy task running a hotel. Between juggling accommodation services, the bar, restaurant and leisure club, a large team and budget is required to achieve success. For many hotels their leisure clubs are a great USP to attract hotel guests, but are also a great source of income through membership sales and secondary spend. The latter can be a challenge due to time, manpower and budget restraints, which is why hotels often outsource their leisure club sales and marketing. Ardoe House (managed by 7 Hospitality) has just completed its first successful promotion with niche agency Creative Fitness Marketing, generating more than 300 new leisure members and £450,000 in membership revenue. Partnering with CFM proved to be a great success in boosting membership revenue quickly. With CFM managing the entire marketing campaign, membership sales and administration, Ardoe was

Ardoe House Hotel and Spa general manager Gary Pinchen (centre) with CFM’s marketing manager Mike Hawes and sales consultant Richard Vickers. able to maintain focus on running the enhanced accessibility. hotel and providing a great service to With this in mind and as part of its clients. the campaign, the CFM design team Located in 30 acres of stunning ensured that all marketing materials grounds the 19th century baronial are ‘on brand’ as they understand the mansion of Ardoe House is the importance of brand protection being perfect destination for business or an integral part of Ardoe’s continued leisure. success. In 2019, all 120 guest bedrooms General manager Gary underwent a refurbishment. The hotel Pinchen said: “We engaged with offers a range of accommodation CFM because they came well options including executive rooms, recommended by our partners for suites, interconnecting rooms and our leisure facilities (3D Leisure) and

we saw CFM as a valuable way to increase membership. “CFM has delivered a highly successful marketing and membership campaign.” So how did they get so many members in such a short time? CFM is a niche agency who specialise in marketing for leisure clubs and has been in the industry for more than 30 years. Business development manager Jonny Packard added: “CFM’s marketing strategy isn’t designed to attract members clubs could find themselves, but instead the deconditioned market that may not normally think about joining a leisure club. This suits our clients as the new members are typically low users. “Our marketing strategy incorporates direct mail, corporate outreach, in-club events and targeted digital media including social and paid search. “This multi-faceted approach is the key to driving high numbers in a short period of time.” To find out how a CFM campaign works you can check out the website cfm.net to download an information pack or call CFM on 0115 777 3333.

25% OFF YOUR FIRST ORDER GE T IN TO UC H : 01553 886 193

PLUS BENEFIT FROM • • • • •

Gym Design Service Custom Branded Freeweights Made In Britain Rigs & Benches Eco-friendly Flooring & Kit Options Up to 5 years warranty (Urethane)

*Offer available for new account openings only. Future orders subject to differing discounts based on specific circumstances. Contact us for further details.

E: SALES@JORDANFITNESS.COM W: JORDANFITNESS.COM

23.indd 1

22/04/2022 13:51

UK FITNESS SCENE

New £1.5m ‘boutique’ gym attracts 2,500 members in first few weeks A NEW £1.5m boutique gym with an industrial feel in Harrogate has attracted more than 2,500 members in its first few weeks of opening. Coach Gym is the brainchild of former Xercise4Less COO Stuart Perrin and follows hot on the heels of the first site opening in Leeds at a cost of £1m in 2019 shortly before lockdown. The Harrogate site also hosts the country’s first Surge Padel facility. Padel tennis is one of the fastest growing sports in the country and the development seeks to put Harrogate at the epicentre of that surge in interest. It’s the largest of its kind in the country with six courts and International Padel Federation is already considering it as the potential

host of its European Championships. Stuart said: “I don’t like the phrase but I guess you would put Coach Gyms in the boutique health and fitness bracket. “The gyms are the result of a long term goal of mine and I’ve spent many years in my previous jobs travelling around the world visiting facilities and taking photographs along the way. “We’ve gone really tech heavy with the two gyms and we’re aiming to open 50 in the next five years. “Our Leeds gym opened just a few days before the country was first put in lockdown and was then closed for more than a year, but we’ve hung in there and since reopening again things have been great and we’ve smashed all targets that we set.

Both sites boast more than 200 pieces of the latest equipment – including cardio, functional and free weights. There are also four dedicated studios – one for spin classes, one for HiiT type classes, another for boxing and a final general one for other classes, with Les Mills as a key partner. The Harrogate site currently hosts more than 250 classes a month. And with its nightclub feel and dimmed lighting, Stuart has made a concerted effort to target females between the ages of 23 and 45 years old. They currently make up the large majority of the gym’s members. “We’re not trying to be a gym where you would take a selfie for Instagram,” he added.

“But rather than being ladies-only or having a separate room in the gym where women can work out we’ve created a non-intimidating environment that’s soft in its approach and relaxed in terms of things such as communication, to ensure the best experience possible for the women who make this their choice.” And despite being the cheapest gym in Harrogate, no expense has been spared when it comes to extras such as the changing rooms and the welcoming reception area that serves a variety of drinks in the day including protein shakes, coffees and snacks. In the evening it is also licensed to serve alcohol. There is also a merchandise stand serving clothing, healthy snacks and Padel equipment.

UK FITNESS SCENE

Advertiser’s announcement

Free Weight Special – Super Squat Machine The Panatta Super Squat Machine is ideal for a complete workout of all the muscles of the thighs and buttocks; it allows you to perform a squat with a guided trajectory without the risks deriving from loss of balance, while leaving total freedom of movement to the back. The machine has a spring-counterbalanced system, which reduces the empty weight of the push lever and facilitates the use of the machine even by beginners. The counterbalance, together with the lever system of the plates-carrying arms, modulates the resistance produced with a progressive increase of the load during the extension of the hip and knee. In this way, the machine develops a physiological load curve in line with the force curve exerted by the main muscles of the lower limb that intervene in the squat; this makes it possible to have a physiological muscular contraction that remains high and constant throughout the ROM. The Panatta Super Squat Machine is designed with a large platform with non-slip treatment that allows a dual workstation with different muscle activation. n POSITION 1 (Feet on the horizontal part of the platform) This is the traditional position of the squat, where the line of action of the load acts within the support area of the feet; there is a balanced distribution of the work between the various articular rings, hip, knee and ankle, with a muscular activation of the same level of the quadriceps femoris muscle, Gluteus Maximus and hamstrings. n POSITION 2 (Feet forward on the inclined part of the platform) This position involves moving the feet forward in relation to the line of load action, thus leading to a change in the dynamics of the exercise, as there is greater articular excursion of the hip in relation to the knee and ankle. The main consequence is leading to greater work of the gluteus and hamstrings muscles than the other extensor muscles activated in the squat. Particular attention has been paid to user safety with the easy start system with manually operated lever – 100% made in Italy. DISCOVER MORE Panatta Srl – Via Madonna della Fonte 3/c , Apiro (MC) Italy +39 0733611824 infouk@panattasport.it @panattasport @panattaofficial

UK FITNESS SCENE

Advertiser’s announcement

How to create a membership that sells By Wayne Heath DECLINING membership sales is one of the many challenges gym owners will face. We often see clubs with fantastic membership ideas that have great potential, but their sales don’t reflect this. Ultimately, making sure a membership sells comes down to much more than the service you’re offering. You need to be able to market the membership effectively and make it available for people to buy in the most convenient way possible. So how can you create a membership that sells? What problems will this membership solve for your member? The first and most common mistake gym owners make when creating a new membership is not thinking about the problems that your membership solves. For example, if you’re offering an off-peak membership, you’re giving those on a budget and only want to use your gym during the day a solution. Perhaps you’ve got a customer

Wayne Heath

26.indd 1

that’s new to going to the gym - they might be looking for a membership that offers classes as well as the opportunity to use the gym floor, so they would be looking for a membership that offers gym and class access. Drill down the logistics Now you know what problems you’re solving, it’s time to get clear on the logistics and rules of your new membership. What’s included? What isn’t? Are you giving your customers access to everything for a higher membership fee or would a lower fee with extras sold as bolt-ons work better? The answers to these questions will largely depend on your audience. If your membership base generally prefers to work out autonomously and is looking for a comprehensive experience, a single higher fee could be more appropriate.Whereas those on a budget might prefer to purchase a basic membership at first and buy classes, protein shakes or PT sessions when it suits them. It’s important not to feel like you need to be led by your competitors here. Don’t fall into the trap of trying to price-match or be the cheapest option out there in hopes that it’ll get

you more customers, because that’s not always the case. If an individual sees the value in your offering, they’ll buy into you - not how cheap your membership is. Contract or no contract? We often see gyms tempted to tie their customers into contracts wherever they can because they’re afraid of losing customers. While contracts do have their benefits, the main one being it guarantees an income for you and gives your customers a motivation to use their membership, it’s not always the answer. Now more than ever people want flexibility and control over their purchases. Being tied into a financial commitment for a year can be scary, especially after the coronavirus outbreak showed us that things can change at the drop of a hat. Get people to stay with you because they want to, not because they’re forced to. Getting people to buy it Finally, the most important step: getting people to buy the membership. If you’ve completed the previous steps in detail, you’ll already

have a good idea of who will be buying this membership. Making the membership available to buy online is the most effective way to make it more convenient to join your club and essentially sell memberships 24/7. However, your branding and content need to be effective because there won’t be the same opportunity for human intervention as there would be in a face to face sale. Think about the types of conversations you’d have with the people purchasing it and make sure your sales copy (copy is the written material you’ll use to promote the membership) and make sure it’s speaking to the right people. In ClubRight you can customise your online joining platform by adding images and a powerful description that speaks to the problems your audience is facing and how this membership will solve them. If you’re choosing the boltons route, make sure they can be purchased online and there’s a prompt that reminds you or your staff to upsell people on the new membership so that you’re maximising spend per member (this feature is also available in ClubRight). The key takeaway from this guide is to concentrate on convenience and online joining. To get a membership to sell, it should be as easy as possible to purchase a membership from you; complicated processes will be the final barrier that negatively impacts sales. We always suggest that our users put themselves in the shoes of a new member and go through the joining process. It should take no longer than a few minutes to go from a prospect to a member when joining online. We help businesses like yours every day set up online joining to drive growth and sell more memberships. n Wayne Heath is the founder and CEO of ClubRight. Call 0203 884 9777 or book a free demo at https://clubright.co.uk/ book-a-demo/

22/04/2022 12:57

THE TRADE FITNESS EVENTS FOR SCOTLAND & THE SOUTH WEST Delivering the latest news, information and exhibition that will enable owners, managers and staff to be at the forefornt of delivering fitness excellence.

SEPTEMBER

7 2022 th

Lunch & refreshments included Exhibition Book now for FREE

Scotland Hampden Park Glasgow

SEPTEMBER

212022 st

Lunch & refreshments included Exhibition Book now for FREE

Webbington Hotel & Spa Bristol

Book your FREE place now at:

www.tomorrows-workout.co.uk Brought to you by

magazine

2 0 2 2

F R I D A Y 18 T H N O V E M B E R 2 0 2 2 , T H E AT H E N A , L E I C E S T E R

NOMINATIONS WILL REMAIN OPEN THROUGHOUT THE YEAR, CLOSING ON FRIDAY 26TH AUGUST 2022.