‘Reformer Pilates is here to stay’ claims former Emmerdale star
Page 8
Data sharing interface could be ‘revolutionary’ for the industry
Page 11
Work starts to cut Centre’s carbon and costs
Page 16
SHUA FITNESS EQUIPMENT NOW AVAILABLE TO GYMS ACROSS THE UK
One of the world’s top fitness equipment manufacturers, SHUA have finally entered the UK market, bringing their popular strength and cardio lines with them. Built on 30 years of innovation and featured in global high-profile gyms, SHUA’s machines are designed and proven to withstand the rigours of any commercial training facility.
View the SHUA range online or contact Fitness Superstore to discuss how we can transform commercial fitness space.
our commercial
Myzone pioneers new fittech category
A REVOLUTIONARY piece of fitness technology is set to be a gamechanger for gym owners.
At their London event on November 4, Myzone has spearheaded the future of fitness technology with ‘MoTech’.
Motivational technology (MoTech), is a system designed to turn the science behind motivation into lasting action.
Myzone Go, a revolutionary piece of technology, will place MoTech directly onto users’ wrists.
Compatible with existing smart watches as well as Myzone’s own devices, Myzone Go intends to make sure motivation is no longer found only on the gym floor.
For gym owners, this is more than a piece of fitness technology, it’s a powerful retention tool.
By giving members a way to connect to fitness through behavioural science, chance is turned into habit, combating member dropout.
Jay Worthy, CEO of Myzone, said: “Member dropout remains the single greatest challenge for fitness operators and the biggest barrier to the growth of the sector.
“MoTech tackles this head-on, turning the science of motivation into a seamless digital experience
that rewards effort, builds habits, and sustains engagement for life.
“At the heart of this repositioning sits Myzone Go, our new apppowered experience that opens up Myzone’s motivational power to everyone.
“Working with our newly appointed motivation science advisor, Dr. Heather McKee, we are embedding behavioural science into the experience of every Myzone user, providing technology that motivates people to get active and stay active, developing loyal, active members.
“The future of our industry isn’t just technology-enabled, it’s
behaviour-enabled, and Myzone is pioneering this shift.
“With more than a decade of research into health-behaviour change psychology, Dr. McKee has helped organisations worldwide design products and systems that drive lasting lifestyle change.
“According to Leisure DB’s 2025 State of The UK Fitness Industry Report, there are 11.3 million gym members in the UK paying an average membership fee across public and private leisure of £40.80 per month.
“Encouraging every member to extend their stay by just one month would generate more than £461 million in revenue.
“We already know that people who train with Myzone stay members and train for longer.
“Now, with Myzone Go and our enhanced, motivation-driven features, we can support operators to build even deeper loyalty and engagement.”
At the event, Myzone also launched a white paper entitled ‘Motivation that moves: The science of behaviour change in fitness’, to share the science behind MoTech and guide operators in applying it.
At Script Media, we try to get things right but occasionally, we make mistakes. If you have a complaint about a story featured in our magazine or on our website, please, in the first instance, contact us by email: dm@scriptmediagroup.co.uk We abide by the Editors’ Code of Practice as demanded by the Independent Press Standards Organisation. For details on the code and what to do should you be unsatisfied with the way we handle your complaint, please visit www.ipso.co.uk
Advertiser’s announcement
TMD can now create bespoke garments from marine litter
YOUR club can now have a sustainable clothing range where every item literally reduces the amount of marine plastic in our oceans.
Taylor Made Designs has joined SEAQUAL, a unique community of businesses, individuals and organisations working together to reduce plastic pollution in marine environments.
With SEAQUAL, marine plastic is taken out of the ocean, sorted, cleaned and spun into a thread
called SEAQUAL® YARN.
Taylor Made Designs can now offer popular uniform items in this innovative sustainable yarn.
“It’s the perfect option for bespokebranded clothing, because it can be coloured and woven to fit a client’s precise specifications,” said James Taylor, global sales director of Taylor Made Designs.
There’s so much potential for this product to cut waste and pollution –we’re really excited.”
Find out more at seaqual.org
www.workoutuk.co.uk
Editorial Operations Director: Dominic Musgrave
Tel: 01226 734407
dm@scriptmediagroup. co.uk
Reporter: Charlotte Oldroyd
Tel: 01226 734715
news@workout-uk.co.uk
Studio Manager: Paul Hopkinson Tel: 01226 734711
ph@scriptmediagroup.co.uk
Assistant Studio Manager: Scott Firth Tel: 01226 734414
sf@scriptmediagroup.co.uk
Publishers
Script Media
47 Church Street, Barnsley, South Yorkshire S70 2AS. info@caring-uk.co.uk
Database enquiries to: 01226 734695 circulation@ scriptmediagroup.co.uk
Whilst every effort is made to ensure the accuracy of all content, the publishers do not accept liability for error, printed or otherwise, that may occur.
Follow us on Twitter @ WorkOutUK
Hi, I’m Charlotte and I’m part of the editorial team here at Workout. By day you’ll usually find me glued to my desk, but once my laptop is shut, I’m all about fitness. I love power-lifting, martial arts, gymnastics and Pilates, so it’s safe to say there aren’t many forms of exercise that I haven’t tried – but I’m always on the hunt for more. What really excites me is getting hands-on with the latest fitness trends and asking the big question: are they just hype, or do they have real staying power? With an open mind – and probably a few wobbles along the way – I’ll be stepping into the shoes of a fitness newbie to discover what draws people into the gym and more importantly what keeps them coming back for more.
Rise and reform – Reformer Pilates
AFTER trying Reformer Pilates for the first time at Rise and Reform in Barnsley, I was relieved that I opted for the beginner class.
Kitted out with an optimistic attitude, my grip socks and plenty of water, I was ready to get started.
What is it?
Reformer Pilates is a results-driven, versatile training system that blends strength, flexibility and mindful movement.
It is different from conventional mat Pilates because of the reformer – a machine that uses a sliding carriage, springs, straps and a foot bar, providing scalable resistance. It’s not just another trend, it’s a full-body evidence-based mode of exercise that can attract and retain a diverse range of clients.
The low-impact and high-intensity training could provide a safe but enjoyable mode of exercise for clients who are injured or have limited mobility.
How does it work?
Unfairly, Reformer Pilates can get a reputation for being ‘easy’, compared to a traditional workout.
This is definitely a perception that was unproven during my first class. Alongside a cohort of other beginners, reactions to the reformers mixed with curiosity, excitement and apprehension.
Trying a new exercise is always daunting, with the possibility of the unknown, injury and embarrassment.
However, the instructors put me at ease and helped me through the confusion of my first workout –explaining how the reformer works and correcting my form.
Using a combination of bodyweight exercises with the added resistance of the reformer, Reformer Pilates is a highly customisable workout.
Each session has endless possibilities, with equipment like rings and balls keeping the session
feeling exciting.
One thing that surprised me was the huge range of motion and deep stretching available with Reformer Pilates. As a former gymnast, stretching is second nature to me, so I was overjoyed to find a challenging but pain free solution to get limber.
Why does it work?
After trying Reformer Pilates, I realised that getting people through the door is the hardest part of offering a new class.
Rise and Reform combatted this by offering two classes for £25, no strings attached.
Their use of digital marketing taps into a newer wave of fitness enthusiasts - Gen Z, myself included, who don’t just want classes, but experiences.
At a premium price and limited capacity, Reformer Pilates is enough of a luxury that it feels like a form of self-care, but the expert-led classes actually felt like they were working, making me shake and sweat with a familiar but satisfying muscle ache the next day.
The exercise is easily customisable for different abilities, with a wealth of benefits for my shoulder pain, which was a distant memory by the next day.
Like most people, I can find it tempting to shrug off exercise on days where I don’t feel motivated.
It’s clear to see that the supportive community that this studio has created has an army of committed members, who are held accountable by their peers and instructors –driving membership retention and creating a sense of wellness and satisfaction.
In an industry where wellness and fitness are becoming increasingly intertwined, I think gym owners have a wealth of information to learn from the meteoric rise and success of Reformer Pilates. n Read Emmerdale’s Daisy Campbell’s Reformer Pilates studio story on page 8.
Create provides lifeline for stranded learners
CREATE has stepped forward to support learners affected by The Health and Fitness Institute’s decision to stop trading, ensuring ambitions to join the fitness industry don’t go unfulfilled.
More than 350 learners are part way through their Level 3 Personal Trainer Diploma with THFI and face the prospect of being unable to complete their education.
To protect the time, effort and passion already invested, Create is offering every learner a seamless pathway to qualification and the opportunity to enter the fitness sector workforce.
“Learners come to this industry with ambition, drive and a passion to help others,” said Adam Rhodes, CEO at Create.
“When circumstances beyond their control put their future at risk, we felt a responsibility to act.
“By recognising prior learning, removing barriers and providing time and guidance to succeed, Create is providing a pathway so learners can continue their journey and enter the workforce with confidence.
“The fitness industry needs their energy and commitment and at Create we are determined to make sure it doesn’t lose them.”
Every learner transferring to Create will have the work they have already completed carefully reviewed and mapped against Create’s syllabus so that no progress is lost and any knowledge gaps are addressed before completion.
From the moment they enrol, learners are also guaranteed a full 12 months to complete their course, giving them the time, reassurance and support they need to succeed without penalty or unnecessary pressure.
To further remove barriers, Create has also offering financial support to prevent cost being a reason for anyone to step away from their ambition.
“For us, this isn’t about numbers, it’s about people,” Adam added.
“We want to make sure no learner is left behind. These individuals represent the next generation of fitness professionals, and we’re committed to helping them cross the finish line.”
YORK HALL, LONDON |
The ultimate combat sports and fitness experience
Combat Fitness Games®
Open non-contact competiton for all
Fitness Industry Fight Night™
Live Combat Sports Expo Workshops, demos and challenges
Inspired by the ancient Roman palaestra - arenas built for warrior training, this all-day combat sports event blends non-contact fitness contests, hands-on workshops, live martial arts and boxing demos, and an interactive combat sports expo. Meet fight legends, test your skills and fitness, and immerse yourself in the world of the modern PALESTRA. As night falls, the first ever FITNESS FIGHT NIGHT ignites the ring, with industry warriors going head to head to raise money for Ricky Hatton Foundation, the charity set up in his memory.
Advertiser’s announcement
The evolution of gym marketing – from cold calls to clicks
By Dean Godfrey
AT CFM UK, we’ve had a front-row seat to the changing world of fitness marketing for the last 35 years.
Over the decades, the way we and gyms in general attract new members has transformed beyond recognition, from the days of telemarketing and direct mail to the digital-first era dominated by Meta ads and online engagement.
Many of the forms of marketing that we did 30 years ago are still relevant, but some have reduced in their effectiveness and increased in cost.
2000 – 2010: The power of the phone and the post
From the late 1990s to the early 2000s gym marketing was all about direct human connection.
Telemarketing was king, dedicated call teams worked through local databases, phoning potential members to promote new openings, special offers, and free trials. It was personal, persistent, and often highly effective.
Alongside telemarketing, direct mail campaigns and printed media adverts played a crucial role.
Colourful postcards, glossy flyers and free local newspapers were sent to thousands of homes, each advert carefully timed around key moments of the year like January resolutions or summer fitness pushes. It was a
numbers game, and it worked.
During this decade, success relied on volume, timing, and local presence.
Gyms that invested in well-trained sales teams and creative print materials consistently outperformed their competitors.
2010 – 2020: The digital shift
As smartphones and social media changed how people consumed information, fitness marketing entered a new era.
By the mid-2010s, email marketing, Google Ads, and Facebook (now Meta) campaigns started replacing cold calls.
Instead of knocking on doors or filling mailboxes, gyms could reach thousands of potential members online – instantly and costeffectively.
CFM adapted by helping our
clients embrace this shift. The focus turned to targeted digital advertising, using audience data and tracking tools to reach people based on interests, location, and behaviour. Campaigns became more measurable than ever – we could see exactly which ads generated leads and memberships.
2020 – today: The Meta era and beyond Today, Meta advertising (Facebook and Instagram) sits at the heart of most successful gym marketing campaigns.
These platforms allow for precise targeting, compelling visuals, and instant lead capture, making them incredibly powerful for local fitness businesses.
A single well-structured Meta campaign can reach thousands of potential members in a gym’s catchment area within days.
But digital isn’t just about ads. It’s about building relationships. Gyms now need strong online reputations, engaging content, and responsive social media profiles.
Members expect to connect with fitness brands where they spend their time, online.
The next evolution: How AI is changing gym marketing
As we look ahead, artificial intelligence is set to redefine how gyms find and engage new members.
AI tools are already beginning to transform marketing by automating tasks, analysing data faster, and delivering more personalised experiences.
For example:
n AI-powered ad optimisation can automatically adjust targeting and creative elements in real time, improving performance and lowering costs.
n Chatbots and virtual assistants can engage with prospects instantly on websites or social media, answering questions, booking tours, and nurturing leads around the clock.
n Predictive analytics can identify which leads are most likely to convert, helping gym owners focus their efforts on the right people.
n And soon, AI-generated content will make it easier to produce high-quality social posts, blogs, and emails tailored to each gym’s unique audience.
At Creative Fitness Marketing, we see AI not as a replacement for the human touch, but as a powerful tool to enhance it.
The future of fitness marketing will be about combining automation with authenticity: using data and technology to open doors, and people to build relationships that last.
n Dean Godfrey is the chief operating officer of Creative Fitness Marketing.
Major works begin on Centre’s £24m redevelopment
ALLIANCE Leisure has revealed that major works have now commenced on the £24million redevelopment of Haden Hill Leisure Centre, a landmark project that will deliver a state-of-the-art facility for the community and support health, fitness and social inclusion across Sandwell.
Contractor Speller Metcalfe has moved on-site and begun initial strip-out and demolition of the existing facility, paving the way for full construction to begin in January, with the centre anticipated to open in spring 2027. The new Haden Hill Leisure Centre is designed to offer a wide variety of modern, flexible amenities to meet the needs of all ages and abilities.
Key features include:
n A main swimming pool and a learner pool.
n Two multi-purpose studios for fitness classes and activities.
n A 100-station gym.
n A 27-station indoor cycling studio.
n A four-court sports hall.
n A dedicated community room to host local groups and events.
Procured via the UK Leisure Framework (managed by Denbighshire Leisure Ltd), the scheme is a partnership between Sandwell Council, Sport England and the Council’s development partner Alliance Leisure.
The project team also includes Roberts Limbrick architects, Axiom Project Services, Design Active Ltd and Greenwood Projects.
The redevelopment is being backed by £20million from the UK Government’s Levelling Up Fund, supplemented by contributions from Sandwell Council and Sport England.
Sandwell Council’s deputy leader and cabinet member for neighbourhoods and community, councillor Suzanne Hartwell, said: “It is fantastic to see work start on this new community facility which
will benefit thousands of people’s health and activity levels and I am so looking forward to it opening to the public.
“Over the past decade we have built five new leisure centres including the magnificent Sandwell Aquatics Centre.
“This investment at Haden Hill Leisure Centre will ensure we are maintaining our high-quality leisure offer to all residents of Sandwell across our six towns.”
From Alliance Leisure’s perspective, the project represents not just a building, but a long-term investment in health, equality and social value.
Julia Goddard, regional director at Alliance Leisure, added: “We have worked tirelessly with the council and our other project partners to produce a scheme that will truly change the lives of local residents for the better.
“The new centre will deliver a modern, inclusive, healthfocused facility, and also generate construction jobs, supply chain opportunities and community engagement throughout the delivery period.”
Dean Godfrey
DON’T PAY THE BILLSMEMBERS DO.
6-week campaign
✅ Avg. 225+ new members
We work on a commission only basis YOU
We bring the marketing and the sales team with an industry-leading close rate.
‘Reformer Pilates is here to stay’ claims former Emmerdale star
FORMER Emmerdale star, Daisy Campbell, says “Reformer Pilates is here to stay.”
When envisioning her new Reformer Pilates studio, That Pilates Place, which is the first of its kind in Pontefract – Daisy always knew that she wanted to do things differently.
Daisy’s fitness roots began when she began dancing, at just age three.
She kick-started her career in Emmerdale as a child actress, aged seven, playing the role of Amelia Spencer until 2024.
Last October, Daisy confirmed her exit from the show despite her wishes to continue working on the soap.
After going through a period in her life where it felt like everything was spinning out of control, Daisy found comfort in Pilates.
With her own Pilates journey beginning over two years ago, Daisy decided to invest in her lifelong dream of creating her own business.
Beginning in January this year, Daisy poured her time into becoming a qualified mat and reformer Pilates instructor.
Seven months later, Daisy celebrated her qualification by getting the keys to her studio the very next day.
To get familiar with prospective clients, Daisy hosted a welcome day for her studio on October 4, attended by ITV’s Christine Talbot.
The event tapped into wellness trends that resonate with Daisy’s target audience, such as matcha, a traditional Japanese drinks made from green tea leaves, with a wealth of health benefits.
Daisy pays around £600 per month for the studio, which is located on the upper-level of what was the Pontefract Magistrates Courthouse.
With the help of her granddad, who is a qualified handyman, Daisy sunk around £25,000 into refurbishing the space.
She admitted that the hardest part of the transformation was maintaining the original wood floors, which were underneath carpet.
The flooring took around three weeks to sand, alongside painting the original pillars.
Sourcing and buying equipment proved to be costly, but Daisy firmly believes in the quality of her kit.
She said: “Align-Pilates are the absolute best beds.
“They’re not cheap, but they are definitely worth it.
“I didn’t want to go cheap, because it’s dangerous for clients.
“They feel really safe on these beds.”
The studio is also kitted out with Onyx balls and weights.
The creation of Daisy’s studio responded to a gap in the market.
Although the fitness industry is beginning to get saturated with Pilates studios, Daisy is confident that her business will enjoy longevity – even having plans to expand her operations in the future.
She said: “A lot of people think it’s a fad, but Pilates has been going for years.
“I always think of yoga, which started out and maybe people thought ‘That’s a bit weird’.
“Then that turned into hot yoga and mat Pilates.
“I think reformer is here to stay.
“It’s got very popular since lockdown.
“If not, we can always switch back to mat. “We’ve not had one quiet class, people are struggling to get booked in because of how busy we are.”
She explained that owning a Pilates studio allows her to have a versatile business model, with the potential to explore emerging trends.
The studio has the potential to host mat Pilates classes, which could be customised to ‘hot’ Pilates, combining exercise and heat.
Daisy’s four instructors work freelance and are paid per class, allowing them the freedom to work across multiple studios - whilst cutting the costs and complications of traditional contracts.
She also plans to source branded merchandise, such as grip socks, boosting profits.
Daisy made use of social-first marketing, with “all different ages coming through the door” –including older members, who may have been apprehensive to try reformer Pilates.
Because reformer Pilates is a high intensity, low-impact form of exercise, it is suitable for a range of clients – especially those with mobility problems or injuries.
Amazingly, in the first month of establishing her business, Daisy has already managed to turn a profit.
She puts her success down to inventive ideas, accessible pricing and creating a close-knit community.
“We’ve collaborated with local businesses and we’ve just done a sound bath event.
“There’s lots in the works and lots of exciting events.
“We’re trying to do things that are different from other studios, so we can stand out.
“Go in your own lane and try not to be in competition, there’s enough to go around for everyone.
“We have little manifestation cards for our clients, or do events that nobody has done before.
“We did a welcome offer, where it was two classes for £24.
“Lots of people were grabbing the offer and then clients have turned into members, which is better for them financially.
“We try to keep costs as low as possible.
“It’s £52 a month for members.
“We were going to do £60, but then I thought I wanted to make prices as accessible as possible.
“I want people to come that want that little treat for themselves.
“This is a luxury, but I don’t want it to feel inaccessible for people.
“For me, it’s about creating a space for clients that’s safe for everyone, which is the feedback we’ve had so far.
“We’ve only been open for four weeks and having that community already is a massive success.”
D2F Fitness’ Altrafit unveils its new product range
D2F Fitness’ Altrafit has officially launched its latest in-house product range, Altrafit Elements, a new range of gym equipment designed specifically for independent gyms and the newest addition to its expanding portfolio.
Developed from years of close collaboration with independent gym owners, Altrafit Elements is built on a deep understanding of how these businesses operate; focusing on adaptability, moving
at pace and delivering real results for their members. Every product in the range has been carefully developed to meet the unique demands of independent facilities, combining refined design and toughness with cost efficiency.
With a focus on clean design and versatility, Altrafit Elements products have been designed with a neutral colourway that complements any facility’s branding and layout.
This thoughtful approach allows gym owners to create cohesive, high-performance training spaces that look as good as they perform.
“Altrafit has always been about delivering reliable, high-quality kit at an appealing price,” said John Lofting, managing director at D2F. “With Altrafit Elements, we’ve developed a range specifically for independent gyms, creating sleek, high-quality products in neutral colours,
and with more subtle branding, to match the aesthetic of any space. This is kit that’s built to last, at an accessible price point, and we’re excited to see it make an impact at independent gyms across the UK and beyond.”
The collection launches with a core range of free weights including dumbbells, fixed barbells, and weight plates, with further product releases already in development and set to roll out across the coming months.
Daisy Campbell
Kieran successfully transforms former supermarket into fitness centre
A GYM owner has successfully transformed a supermarket into a thriving fitness centre.
Kieran Wake created Squad Personal Training, based in Barnsley, to carve his own path in an industry saturated with commercial gyms.
His business offers group personal training, with accessible and flexible classes.
After an injury where he ruptured his ACL in his knee at 18 years old, his football career was swiftly ended.
This traumatic time led to a self-admitted unhealthy lifestyle for the next six years, particularly indulging in alcohol.
However, Kieran’s passion for football was instilled into the gym.
At the beginning of last year, Kieran rented a building which had previously been a branch of McColl’s supermarket – with the intention of transforming it into a vibrant gym.
The building’s rent comes to £15,000 per year, plus additional costs of insurance and bills.
The site held personal history for Kieran, being across from what was his grandma’s sweet shop, during his childhood.
The transformation took around three months, with Kieran sinking nearly £20,000 into flooring, equipment, painting and decorating.
The gym sports a range of quality equipment, including Concept2 cardio and conditioning equipment.
Kieran primarily trusts Wolverson Fitness to equip his gym with squat racks, barbells, dumbbells and more.
“I’ve known the owner since the start and they’ve been amazing.
“They’re very professional, always there on hand to help and the quality is second-to-none.”
Kieran was pushed to his limits, with unforeseen challenges such as negotiating with the landlordand planning problems with local authorities.
Meanwhile, Kieran was still working as a coach, helping to run another gym whilst building his business.
He admitted that the first six months were the hardest, changing his business model completely, with the support of head coach, Tom Harrison.
By upping prices and revamping his training philosophy, his businesses’ growth didn’t come without taking a chance on himself.
He said: “We moved here and it was a massive investment but we also lost 50 per cent of our member base.
“From the start it was pretty difficult because we lost a member of staff as well.
“For the first six months we were flying by the seat of our pants.
“All of those changes have come into fruition now and really worked.
“Knowing it was always my dream to have a gym, I knew that what we delivered was amazing and it could change lives.
“It needed a bit of hard work, determination and resilience.
“Now, business has never been better.
“The day-to-day operations are really enjoyable and after ten years in the industry this is probably the most enjoyable year that I’ve had.
“Our membership base is thriving, the results we’re getting is amazing and it’s allowed us to work with better clients and build our community.
“The up-side now we’ve gotten through that difficult patch is definitely worth it.”
Along his gym ownership journey, Kieran has had to make some tweaks to operations, namely managing his own time and lifestyle.
Through managing expectations and delegating responsibilities, Kieran has managed to overcome the feeling of burnout.
The future is bright for Squad Personal Training, who are due to expand their operations to include a dedicated physiotherapy room.
This is set to increase the tenure of memberships, so members are able to train through injuries and improve their mobility.
Podcast Library gives global access to event content
ELEVATE has launched the Elevate Podcast Library, a resource for industry professionals to access inspiring conversations and thought leadership from the show’s most talked-about sessions.
For the first time, Elevate has transformed a selection of key sessions from the 2025 show into consumable, on-demand podcast episodes.
These featured highlights bring listeners the best audio clips from the 2025 sessions, available for download or on-demand, offering the chance to catch up on expert discussions, keynote talks and panel debates that fuelled this year’s event and gave a snapshot of innovations, projects and insights shaping the sector.
Looking ahead, the series will continue to evolve with fresh, year-round industry interviews
including exclusive conversations with speakers, innovators and exhibitors in the lead-up to the Elevate 2026 show, plus live recordings direct from the show floor.
Marketing manager Vanessa Goddess said: “The Elevate Podcast Library is a natural evolution of what Elevate stands for, connecting the industry, sparking conversations and sharing knowledge on and beyond the show floor.
“Dive back into the conversations that matter most to you and keep the learning momentum going long after the conference doors have closed.”
“We want to make the insights from our speakers and partners accessible to everyone, anytime, anywhere, giving presentations greater
accessibility and longevity. This is just the beginning. We are excited to continue growing the series as we start on the flight path to Elevate 2026.”
The new Podcast Library reflects Elevate’s ongoing mission to support the physical activity, fitness and wellbeing community by extending the reach of its world-class content to a global audience.
Listeners can access the content via Spotify, Apple Podcasts or the Elevate website, with each recording complete with transcripts for easy reference, plus accompanying blogs that delve deeper into key themes and discussions. All recorded 2025 sessions will be available within the Library in the near future.
Kieran Wake
Data sharing interface could be ‘revolutionary’ for the industry
A NEW digital interface is being hailed as ‘revolutionary’ for the leisure, health and wellness industry, allowing disparate data from multiple membership systems to be aggregated into one customer journey.
Named Cornerstone Connect, the new application programming interface enables different apps to exchange information with each other in real time to create a more cohesive and streamlined portrayal of members’ activities, changing exercise habits and preferences – especially valuable over a long period of time.
It has been created by marketing and design company Cornerstone DM, as a GDPR-compliant solution to a problem that has occupied the thoughts of its founder and MD, David Wadsworth, since his Oldhambased company started working with public and private sector leisure operators 14 years ago. With several operators already signed up to the new API, David discussed its origins and benefits at the latest LFX conference, where LFX founder and leisure industry stalwart Graeme Hind described it as ‘revolutionary’.
LFX is made up of more than 40 leisure operators and industry third parties, who meet regularly to share and evolve ideas, and David told the gathering at Bolton Arena
Community Sports Village that while one of the biggest challenges facing the industry used to be a complete lack of customer data, now it is too much data, and worse still, fragmented data.
He said: “This is groundbreaking, to the best of our knowledge. It’s the first system that will actually allow the consumer to engage with a leisure brand holistically and not just an individual part of it.
“We can collect preference data and usage data across different platforms like no one’s ever been able to before.
“That then allows for operational
benefits and efficiencies, and customer and commercial improvements in terms of better cross-selling and upselling; we can do timely delivery of certain tasks, activities and promotions direct to the user.
“It’s completely customer centric – we’re putting the power back in the consumer’s hands while empowering the provider with joined up data.
And it’s proven technology that’s being used by big commercial players across the globe, such as Apple, Amazon, Ikea, Microsoft and Assos.”
The catalyst for making Cornerstone Connect a reality, added David, was the launch of a two-way, more open API by Gladstone, whose leisure management system serves 500 health and leisure operators with approximately 40,000 users and eight million members.
Since then, Cornerstone and Gladstone have worked together to integrate Cornerstone Connect into its interface.
The idea for the Cornerstone Connect API first came about when a leisure trust client approached David about enhancing data on patients being referred to it via a NHS GP referral programme, so they could follow how they interacted with the trust, if at all, after the programme ended.
Mindful of the transformation to active wellbeing prevalent throughout the industry, David says he thinks the API could benefit leisure trusts in supporting NHS referral patients, and also the NHS itself in years to come.
He added: “In discussions we’ve had with the NHS, it has the exact same data sharing problems that leisure does, but just on a grander scale with hospitals across different locations not being able to see the same data. I think this kind of solution can be applied in so many settings.”
Everlast and Wattbike set testing benchmark at new HYROX Performance Centre
WATTBIKE has partnered with Everlast Gyms to support the launch of its first Everlast Gyms+ site in West Bridgford, one of the brand’s new HYROX Performance Centres, with the installation of four Wattbikes.
At the core of this partnership is Everlast’s ‘Move Advanced’ programme, which integrates Wattbike’s unrivalled accuracy in health and performance testing.
New members will use the Wattbikes as part of their onboarding journey, undergoing a Wattbike ‘Healthspan Score’ assessment to benchmark cardiorespiratory fitness, VO₂ max, heart rate and power zones.
The Healthspan Score is a key predictor of long-term health, reflecting how well the heart, lungs and muscles work during exercise, with improvements in this score offering strong protective benefits and improving longevity.
Martyn Oakey, head of fitness at Everlast Gyms, said: “Our mission is to bring world-class testing and data-led insights to everyone, not
just elite athletes.
“Wattbike enables us to do exactly that. By integrating their technology into our HYROX Performance Centres, we’re giving members the tools to measure, understand and improve not just performance, but health and longevity.”
The collaboration marks the beginning of a national rollout
across Everlast’s Performance Centres, a bold initiative in partnership with HYROX to transform training experiences across the UK.
As part of the installation, Wattbike worked with Everlast to deliver bespoke branding, including custom Everlast decals on the bikes and a striking branded wall installation,
creating a visually impactful training environment that brings performance to life.
This science-led testing provides each member with a personalised baseline, which can be repeated at key stages of their training journey. By tracking tangible data, members can not only see progress but also take accountability for their training, health and longevity.
In addition to onboarding, the Wattbike’s six-second peak power test provides members with a safe and accurate measure of strength and power development without risk of injury.
Luke Veebel, sales manager key accounts UK South at Wattbike, added: “Everlast is redefining what mainstream fitness looks like with these Centres and we’re proud that Wattbike is central to this offering.
“Our accuracy and testing protocols are trusted by elite athletes worldwide and now, Everlast members can access that same level of insight to make real, lasting progress.”
The psychology of ePoints: Why prepaid points increase members’ in-gym spend
By Wayne Heath
ONE OF the biggest challenges gym owners face is getting members to spend beyond their membership.
Whether it’s a protein shake after a session, a branded hoodie, or a specialist class, encouraging those extra purchases isn’t always easy.
Even when members want to buy, friction at the checkout — pulling out a card, entering a PIN, or waiting for mobile payments, can be enough to make them think twice.
That’s where prepaid systems like ePoints come in. They don’t just make transactions simpler; they actually change how members think about spending.
And when you understand the psychology behind that, it’s easy to see why prepaid points can have such a big impact on your in-gym revenue.
1. Frictionless spending builds better habits
Every extra step in a purchase process adds resistance. The longer it takes, the more time a member has to hesitate.
Prepaid ePoints remove those micro-barriers completely. Instead of reaching for their card or opening Apple Pay, members simply tap into their points balance.
That quick, frictionless experience encourages
spontaneous spending, turning occasional purchases into everyday habits.
It’s the same principle behind the success of contactless payments or coffee shop loyalty cards: when something feels easy, people do it more often.
2. The ‘prepayment effect’ makes spending feel painless
There’s a fascinating bit of psychology at play with prepaid points.
Once a member loads funds into their account, they mentally separate that money from their usual budget.
This is known as the prepayment effect and it changes how people make decisions. Instead of thinking, “Should I spend £3 on this shake?”, they
think, “I’ve already got points, I may as well use them.”
That subtle shift means they’re less price-sensitive and more focused on the experience. You’re not asking them to make a new financial decision every time they’ve already made it.
3. Convenience drives impulse buys Convenience is one of the strongest motivators in consumer behaviour. If something feels easy, it gets done.
With ePoints, everything happens through your gym’s app, no need for wallets, cards, or remembering payment details.
Members can grab a drink, sign up for a session, or buy branded gear with a couple of taps.
That ease of use encourages those “might as well” moments – small, spontaneous purchases that add up across your member base.
4. Prepaid points lower purchase resistance
When members buy points upfront, they’ve already overcome the hardest psychological barrier: spending money.
Each future transaction then feels more like redeeming a benefit than parting with cash.
That’s powerful. It creates a low-resistance environment where purchases feel rewarding, not costly, leading to more frequent and higher-value transactions over time.
5. Loyalty through engagement and reward
ePoints don’t just simplify spending; they strengthen loyalty. You can offer bonus points, exclusive rewards, or memberonly deals for those using the system creating a sense of exclusivity and fun around every purchase.
It’s not just about making it easier for members to spend. It’s about building a community that feels connected, rewarded, and engaged. The result? A happier membership base and a stronger, more profitable business.
Smarter spending, stronger businesses
The psychology behind prepaid points is simple but powerful. By removing friction, reducing price sensitivity, and reframing spending as reward, ePoints help members feel good about spending and help gyms grow in a sustainable, member-first way. That’s why we built ePoints directly into ClubRight. It’s available on our Complete subscription, with no extra setup cost, and it’s helping independent gyms all over the UK turn small transactions into lasting habits. n Wayne Heath is the founder and CEO of ClubRight.
Ready to see it in action? Book a free demo at clubright.co.uk or call us on 0203 884 977 to learn how ePoints can help boost your gym’s engagement and revenue.
Wayne Heath, ClubRight founder and CEO.
DESIGNED IN CONJUNCTION WITH KATIE BULMERCOOKE, FORMER UK PERSONAL TRAINER OF THE YEAR AND UK FITNESS PROFESSIONAL OF THE YEAR
Katie has worked with us to create a challenging programme which will provide a real test for everyone from beginners to seasoned fitness lovers.
The programme is designed to be as inclusive as possible, without relying on gyms holding expensive items of equipment and kit, meaning that all that is required to be able to compete is:
• Rowing machine (minimum 2 units)
• 5kg dumbbells (minimum 4 units)
• 10kg dumbbells (minimum 4 units)
• 10kg kettlebells (minimum 4 units)
• 20kg kettlebells (minimum 4 units)
• Cones
Introducing The National Fitness Challenge — a done-for-you, ready-to-run challenge designed specifically for independent gyms like yours.
WHAT’S IN IT FOR GYMS?
• Fully outlined challenge workout with movement standards.
• Event day checklist and promotional assets - if you’d like to make a real splash with it.
• Access to leaderboard submission.
• Finisher patches for all members who complete the challenge.
• The chance to win prizes focussed on improving your gym.
Tips for freelance fitness instructors and PTs juggling multiple incomes
By Lauren Harvey
MANY freelance personal trainers and fitness instructors are balancing invoices and incomes from multiple sources.
While this can mean greater financial security and freedom, it can also bring additional administrative headaches when it comes to taxes.
Freelancers in the training and sport industry, whether this be pilates, yoga, personal training or sport, are wearing many hats; one day hosting a fitness bootcamp, the next day buying equipment mats needed to do the job.
However, HMRC doesn’t care how many streams you have; all they care about is that you declare them properly and on time.
These are five of the most common mistakes I see from sporting freelancers juggling different streams:
1. Not tracking every penny When you’re juggling multiple income streams, the most important habit to get into is to record every single payment you receive, no matter how small it is.
Lauren Harvey
HMRC requires you to declare all taxable income, even if it’s just a couple of pounds.
It’s often the ‘little bits on the side’ that freelance PTs forget about, but these are the ones that are likely to cause the most problems if they’re missed off a tax return.
2. Understand what HMRC expects All income must be declared on your Self Assessment tax return, even if you’re also in full-time employment and taxed through PAYE.
HMRC doesn’t separate your additional freelance income from your main job, and it all needs to be reported together, although
you won’t pay tax on the same money twice.
3. Claim allowable expenses properly
When you have more than one income stream, it’s easy to blur the lines on what you can and can’t claim back against tax.
However, each stream may have its own distinct set of allowable expenses. If you don’t record these clearly for HMRC, then you could miss out on some vital savings or raise red flags with HMRC.
The golden rule is to keep every receipt and invoice, however small. Many freelancers find it helpful to use digital bookkeeping apps where receipts can be photographed and uploaded straight away. This avoids the classic “shoebox of crumpled receipts” in January and makes it far easier to evidence claims if HMRC ever checks.”
It’s also absolutely crucial to make sure that you don’t claim the same expenses twice if they relate to multiple income streams.
4. Budget for taxes throughout the year
Many people forget that tax is a
Advertiser’s announcement
thing until the Self Assessment tax deadline comes, and they think they have more income than they do.
Multiple income streams can make it harder to estimate how much you’ll owe by January, so a simple solution is to set aside between 20 and 30 per cent of your income as you earn it into a separate pot. This way, you’re not caught short at payment deadlines, and anything that’s left over is a little bonus.
5. Consider professional support HMRC don’t always make things easy, and when your income comes from more than one source, the calculations can get quite complex. Having your own accountant can ensure you’re compliant, as well as reducing the stress that comes with having to do your own accounts. They’re also great at helping you find additional tax reliefs you might be able to claim, so you might earn back more than what you pay on accountants through additional income.
n Lauren Harvey is an accounts manager at The Accountancy Partnership.
Independent gyms are thriving and RS Fitness is leading the way
IN A landscape dominated by franchise studios, independent gyms might seem like the underdog.
Yet boutique-style independents are carving out a strong space in the market by building something money cannot buy: community.
That is exactly what RS Fitness Studios has achieved since opening its new home in January 2025 after relocating from Mansfield.
Unlike many boutique franchises that appeal to a narrow group of enthusiasts, RS Fitness has created a space that is inclusive, welcoming and tailored to people of all levels.
From first-timers to seasoned athletes, RS Fitness proves that when expert training meets genuine community spirit, the results speak for themselves.
More than just workouts – a supportive fitness community
At RS Fitness the mission is simple: everyone should feel empowered on their fitness journey.
That is why their communityfocused group training sits at the heart of what they do.
These sessions provide the right mix of motivation and guidance.
They offer structure for those new to exercise while still challenging members who want to push their limits.
The outcome is a diverse, supportive and loyal member base that grows together.
Driving growth with CFM
To support its expansion, RS Fitness partnered with CFM on a recent marketing and sales campaign.
The results have been
transformational.
“What I like most about CFM is the completely hands-off approach for us,” said Ruby from RS Fitness Studios. “They’ve brought in their own leads, conducted their own sales, helped with inductions. It’s been a huge success, we’ve had a huge influx of clients.”
This partnership allowed RS Fitness to stay focused on delivering the inclusive training environment they are known for, while CFM’s sales
expertise ensured a steady stream of motivated new members.
Competing with the giants
The rise of boutique franchises often dominates the headlines, but RS Fitness shows that independents can more than compete by building something franchise models sometimes lack: authentic community.
By putting inclusivity, personal growth and genuine relationships ahead of flashy branding, RS Fitness is not only keeping pace with the big names, it is setting a new standard for what a modern fitness studio can be.
Ready to see what community can do?
At RS Fitness Studios, it is not just about getting fit. It is about finding your place.
Whether you are starting fresh or chasing new personal bests, you will be supported every step of the way. For fitness businesses that want to grow like RS Fitness, CFM’s sales-first campaigns deliver real results.
To find out how CFM can help your gym grow, call 0115 777
Quest to support Council in consistency drive
SPORT England’s Quest scheme is assessing all 22 of North Yorkshire Council’s leisure facilities as they come under direct council control during a phased transition in a drive to unify and enhance service standards across the county’s leisure centres.
The move follows the formation of the new North Yorkshire Council unitary authority, which came into force on April 1, 2023, bringing together the former North Yorkshire County Council and seven district and borough councils.
Under the banner of Active North Yorkshire, the council is changing from six different leisure providers to a single, in-house model. Currently, North Yorkshire Council operates 16 leisure venues.
By 2027, all 22 leisure facilities will be fully integrated in-house.
Together the venues support around five million visits annually, serving a population of more than 1.15 million people.
Quest will be a central tool in this strategy. Nine venues have already undergone the process, with more to follow as they join the council’s portfolio.
Caroline Constantine, managing director of Quest, said: “We are supporting the council in its drive to unify and enhance service
standards across the county’s leisure centres as they come under direct council control.
“Managing such a wide mix of providers with different commercial models, standards and operational practices across such a vast area presented real challenges.
“The ultimate goal is to help Active North Yorkshire ensure that whether you visit a leisure centre in Harrogate or Northallerton, the quality of service and experience
is consistently high.”
North Yorkshire Council’s executive member for leisure, Councillor Simon Myers, added: “Our new sport and active wellbeing service, Active North Yorkshire, was launched in September 2024 with the aim of creating first-class health and wellbeing hubs across the county that support our communities to be more active.
“Despite the challenges of scale and complexity, this
approach means we can ensure residents benefit from high quality, consistent leisure services –wherever they live in the county.”
David Ashbridge, head of sport and active wellbeing (operations) at Active North Yorkshire, added: “Quest is a vital tool in turning our ambition into a reality.
“Having worked with Quest since its inception 25 years ago and seen first-hand how it helps embed robust quality systems, I am confident Quest will give us a structured way to assess performance, identify areas for improvement and share best practices across all sites.”
Quest reports from the first nine centres have already revealed significant variations in operational methods and performance, reflecting the legacy of different management models.
The Quest Action Plans will now help Active North Yorkshire to address service gaps and replicate effective practices across all sites.
A public consultation was carried out prior to the leisure facilities coming in-house to understand what residents wanted from their local leisure provision.
The feedback is also helping to shape Active North Yorkshire’s long-term vision and investment plans.
Industry visionary joins CoverMe Fitness
MEL Tempest, one of the leading forces driving innovation in the global fitness industry, has joined the all-in-one team management app, CoverMe Fitness, as strategic advisor.
Since establishing her first health club, Ballarat Body & Soul, in 2003, Mel has become a renowned fitness business influencer and respected global speaker.
She is dedicated to supporting new and emerging businesses in the sector and creating opportunities for fitness professionals and club owners alike.
An AUSactive board member, Mel received the organisation’s Roll of Honour award in 2022 for her outstanding contributions to the health and exercise industry.
“I’m looking forward to working alongside CoverMe to enhance the group fitness journey for club owners and their teams,” she said.
“Group fitness resources and tools have always taken a back burner
in our industry and, for many, pen, paper, Excel files and whiteboards are sadly still a thing,.”
The CoverMe platform addresses some of the biggest challenges facing fitness operators, streamlining instructor recruitment, team management, compliance and communication.
By automating time-consuming tasks, CoverMe helps operators reclaim between five and 15 hours every week saving thousands of dollars each year.
At the same time, the app allows fitness professionals to easily connect with local studios, secure additional work and grow their income.
On average, CoverMe users teach 13 additional classes per month by picking up cover through the app. Mel added: “CoverMe is a onestop solution for fitness managers, instructors and club owners and I believe that with my skills and more than two decades of experience, we can develop the product even further.
“As someone who has been both an independent club owner and a franchisee, I understand the challenges facing operators and am looking forward to working with colleagues across the sector so they can stay ahead of the curve.”
Mel’s expertise in educating operators about how to successfully adopt change and her commitment to advancing the industry aligns with CoverMe’s mission to modernise fitness operations to help gyms recruit, manage and reward inspirational fitness professionals.
Rosanna Tucker, CEO of CoverMe, said: “The future of fitness depends on adopting smarter, more efficient ways of operating. We’re thrilled to be working with Mel, who empowers operators to perform better.
“Her ability to challenge the status quo and drive meaningful change makes her insights truly invaluable as we continue to push the industry forward.”
In addition to being a health club owner and supplier of fitness programs, Mel is also the founder of Ignite Fitness Business Events and hosts several fitness business podcasts that connect global leaders and operators.
Work starts to cut Centre’s carbon and costs
ALLIANCE Leisure, acting as Sandwell Council’s development partner and Leisure Energy, principal contractor, have begun works at Tipton Leisure Centre to deliver a Public Sector Decarbonisation Scheme project that will lower running costs and carbon emissions.
The programme replaces ageing fossil fuel gas boilers with a unique sector leading air source heat pump solution, anchored by Leisure Energy’s Net Zero Pod®, alongside new air handling units and a pool heat exchanger.
Once operational, the upgrades are expected to achieve a 100 per cent reduction in annual gas consumption and cut around 200 tonnes of CO₂ per year.
Backed by £2million of investment, largely from Government funding administered by Salix, the project is scheduled to complete by March 2026, supporting Sandwell Council’s
commitment to become carbon neutral by 2030.
Dave Spencer, business development manager for Alliance Leisure, said: “Through the UK Leisure Framework we’ve brought together a turnkey team to fasttrack delivery and maximise carbon savings for the community facility.”
The project team, appointed via the UK Leisure Framework (owned by Denbighshire Leisure Ltd), includes Leisure Energy Ltd (principal designer and contractor), Sandwell Leisure Trust (operator), Omega Design Consultants and ORSA Projects Limited.
Matt Jones, project manager for Leisure Energy, added: “With the installation of the Net Zero Pod®, this investment makes Tipton Leisure Centre greener and more resilient to energy price volatility, while helping progress towards the Council’s net zero ambitions.”
Balanced Body launches Allegro Nextgen Reformer
PILATES, mind and body movement equipment and professional training provider Balanced Body® has announced the launch of the Allegro Nextgen Reformer™, marking the 25th anniversary of the original Allegro® Reformer, which has become the gold standard in studios worldwide.
Since its introduction in 2000, the Allegro Reformer was quickly established as best-in-class for performance, durability and accessibility, with more than 40,000 in use across the world.
As the global industry continues to experience explosive growth and interest in Pilates, Balanced Body has revamped the Allegro Reformer to meet the evolving needs of educators, practitioners
and users.
“For years we’ve referred to the Allegro Reformer as our ‘workhorse,’ and its high performance, low maintenance, affordable and versatile attributes
have made it an all-around crowd pleaser,” said Ken Endelman, founder and CEO, Balanced Body.
“The Allegro Nextgen Reformer has the proven performance and durability of the original with newly-added features to meet the progressive Pilates exercise demands of today’s users and Group Reformer classes.”
The centrepiece of the Allegro Nextgen Reformer is the Infinity Footbar which expands exercise possibilities for users while maintaining the rigorous performance standards the Allegro line is known for.
The innovative footbar offers 10 horizontal and four vertical positions along the full length of the reformer, enabling a vast array
of exercises, progressions and dynamic athletic reformer work.
Working off both ends of the Reformer (head end and foot end) is rapidly becoming highly desired in today’s Group Reformer classes.
The Allegro Nextgen Reformer combines the signature design elements that made the Allegro a worldwide success with revolutionary new key features and accessories
Optional configurations include 14-inch legs and Tower and Mat conversions, plus a complete line of accessories is available, including the Extended Head End Platform, Platform Extender, Jumpboard, Sitting Box, and various retrofit kits for enhanced functionality.
Mel Tempest
The UK’s premier awards for fitness industry individuals and professionals
The Fitness Professional Awards is a prestigious event that recognises and honours the best individuals working in the sector across the country.
This high-profile event brings together fitness professionals from all over the UK to celebrate their hard work and excellence in improving the health and well-being of their clients.
The awards are highly anticipated, and the winners are celebrated for their dedication and contributions to the fitness industry.
Itʼs a fantastic event that provides an opportunity for networking, learning, and building relationships with other professionals and industry experts.
Categories include:
• Group Cycle Instructor of the Year
• Boxing Fitness Instructor of the Year
• Dance Fitness Instructor of the Year
• Pilates Instructor of the Year
• Boutique Fitness Instructor of the Year
• Circuit Training Instructor of the Year
• Water-based Instructor of the Year
• Exercise Referral Instructor of the Year
• Kidsʼ Fitness Instructor of the Year
• Nutrition Coach of the Year
• Group Fitness Instructor of the Year
...plus many more!
Visit us online at fpawards.co.uk or scan the QR code to find out more
